Social Targeting : Understanding Social Media Data Mining & Analysis Image by Michael Wu
Unprecedented Cost-effective access
Twitter has reached 90 Million tweets a day
Facebook is now over 500 Million
eMarketer- 2010 social network spending will rise nearly 20 percent, to $1.68 billion, up from an earlier forecast of $1.3 billion in December.
Hyper Communication is now Consumers provide information on what they are into
The Social universe The Social Graph is EXPANDING Image by JESS3
Consumer have many Media Choices Social Context and Data is MASSIVE for intelligent targeting
Facts about Social Targeting You’re 5 times more likely to respond to marketing messages from a brand a friend uses than a brand with which they have no prior affinity Social targeting leverages the most powerful contacts of existing brand fans Social targeting companies license anonymous data from social networks, blogs and messaging platforms Strong connections are identified by factors such as how recent the interaction is, how frequent it is and whether it’s reciprocated
What are social Ads
Friends Trust Friends Knowing your friend “Like” something is greater than any advertisement can create WHY? Friend to Friend Affinity and Trust
Transform CRMinto Social Relevance Christian Doesn’t Smoke Straight Conservative Supports YMCA Enjoys Scrapbooking Does Drink Single No Children Gets Manicures Likes the beach Eats at Chili’s Around 5’7” 25-30 Years Old Shops at Macy’s Drinks Starbucks Lives in Miami, FL Female Athletic White Amber Williams firstname.lastname@example.org Found on Likes Tome Hanks Likes Miami Heat College Graduate Makes $45k-$65k/yr Watches The Office Reads C.S. Lewis Works in IT space Account Executive Watches Comedies Listens to Pop Music
Data and Connections Both Facebook and MySpace allow marketers to target ads on their sites to consumers based on the information users include in their profile, such as occupation, age, location and interests. Data mapping connections between people—rather than their profile information—are more valuable.
Expanding Social CRM - The Data Side HIGH-VALUE TARGET SEGMENT
Social Ad Targeting with Cookies If an eBay customer shared a movie review with an acquaintance, 33Across identified that connection and places a cookie, or anonymous string of tracking data, on the acquaintance's browser so that they later could be targeted with a relevant ad whenever they visit certain sites.
Top Rank Affinities – Social Keywords People into a top soda brand and its other affinities Provides insight for co-marketing, social ad optimization and influence targeting.
Social Ad Targeting works! Advertisers say the new wave of social-networking targeting is registering impressive results. Daphne Liska, senior manager of Internet marketing at eBay, said the 33Across campaign was more successful than standard online ads and that eBay plans to continue using social data to find new customers."
Social Intelligence- Connecting the dots Industry Normalized Data To Increase Usability Based on SIC Codes
much more …
In your data today: Chase McMichael 1051 Menlo Oaks Dr. Menlo Park CA 94025 Married, Father of 3 Income Level Email Address Phone Number
Twitter Reach & Effectiveness
Content Consumption Graph
Ways to Target Social Ads Serve ads on Facebook / other social networks where friends graph is directly connected Use social graph information to do retargeting on other ad networks – Media6degrees Mine your own data and organize ads to people coming to your site based on social data
SOCIAL RESONANCE Works InfiniGraph ranks shared content based on people connections, influence and brand affinity associations to identify Trusted Content Sources
Ads Target based on Content Social Ad got 4% CTR 19
INTELLIGENT CONTENT AUTOMATION Content processing, link shortening, hash-tagging, ad insertion & distribution TrustedContentSources Sponsor Ad Insertion Like, Share, Buzz & ReTweet Company Branding 20
CONTENT WRAPPER & Social Ad
TheProblem Deliver relevance to the target consumers who drive purchasing, sharing and conversation Peter Bordes: “I think we are heading into the "age of relevance" which moves beyond search, and this is a win win in regards to marketing and advertising... its also a win win for the consumer as it cuts down on noise.”
Connections Analysis Real-time social analysis of brands’ social community connections and content interaction to intelligently target the relevant audience
Empowering Targeting Without engagement, you won’t be moving the needle on the metrics that really matter Can social targeting increase engagement? Short Answer -Yes
Privacy challenges Behavioral targeting on social connections will open up a whole new host of privacy issues Does the consumer know they are being targeted Media6Degrees’ Phillips says “Privacy doesn’t tend to be one of the top concerns. It’s something we cover and brands want to hear about, but once they have there’s generally very little concern.”
Take Away Social Ads work as seen with the growth of ad targeting on Facebook Social graph and data is ad targeting nirvana Relevance is critical to making social ads work Enabling customers to opt out is a must have
Twitter @chasemcmichael @infinigraph Chase.email@example.com http://blog.infinigraph.com. All rights reserved. Thank you!