Social Targeting: Understanding Social Media Data Mining & Analysis
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Chase McMichael – CEO, InfiniGraph Social Targeting: Understanding Social Media Data Mining & Analysis With the advent of the social web, companies that aren’t actively mining, analysing and using social media data are missing a huge commercial advantage. In this session Chase McMichael will explain how social targeting works, including technologies, techniques and opportunities. He will also highlight the privacy challenges facing the industry.
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Social Targeting: Understanding Social Media Data Mining & Analysis
- 1. Twitter @chasemcmichael @infinigraphchase.mcmichael@infinigraph.com http://blog.infinigraph.com.
- 2. Social Targeting : Understanding Social Media Data Mining & Analysis Image by Michael Wu
- 4. Facebook is now over 500 Million
- 6. The Social universe The Social Graph is EXPANDING Image by JESS3
- 7. Consumer have many Media Choices Social Context and Data is MASSIVE for intelligent targeting Social Database
- 8. 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
- 9. Facts about Social Targeting 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
- 10. What are social Ads
- 11. 1-800 flowers.com Sees CTR Lift
- 12. Friends Trust Friends Knowing your friend “Like” something is greater than any advertisement can create WHY? Friend to Friend Affinity and Trust
- 13. Transform CRM into 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 amber230@email.com 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
- 16. Education Level
- 17. Brand Preference
- 19. Entertainment
- 22. Blogs
- 23. Twitter Reach & Effectiveness
- 24. Comment Volume
- 26. Social Databases Social CRM By capturing their user name and then following them once they follow you back a direct message is sent – this new form of mass marketing mass messaging its already being done today
- 27. Expanding Social CRM - The Data Side HIGH-VALUE TARGET SEGMENT
- 28. Top Rank Affinities – Social Keywords People into a top baby product and its other affinities Provides insight for co-marketing, social ad optimization and influence targeting.
- 29. Sports Cross Relevance Active fan of the Colts are also active vans of these teams
- 30. 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."
- 31. Facebook Ad buy Interface
- 32. Ways to Target Social Ads Serve ads on where friends graph is directly connected Use social graph information to do retargeting on other ad networks Mine your own data target based on relevant affinities and context
- 33. Context Matters - Proof Complex.com wanted to see proof that Social Intelligence would increase Click Through Rates (CTR) The promotion: The 50 Most Badass Premier Legue Moments of the 2000’s Results Increased the (CTR) by 58%from the original post Generated a 66% increase in Re Tweet driving broader social reach.
- 34. CONTENT in context – Its Hot!
- 35. SOCIAL RESONANCE Works InfiniGraph ranks shared content based on people connections, influence and brand affinity associations to identify Trusted Content Sources
- 36. ContentConsumptionGraph “The Content Stream”What is the health of your feed? BeforeAfter Facebook & Twitter Content Stream “Feed”
- 37. Ads Target based on Content Social Ad - 4% CTR 26
- 38. INTELLIGENT CONTENT AUTOMATION Content processing, link shortening, hash-tagging, ad insertion & distribution TrustedContentSources Sponsor Ad Insertion Like, Share, Buzz & ReTweet Company Branding 27
- 39. 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.”
- 40. Connections Analysis Real-time social analysis of brands’ social community connections and content interaction to intelligently target the relevant audience
- 41. 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
- 42. 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”
- 43. 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 criticalto making social ads work Enabling customers to opt out is a must have
- 44. Twitter @chasemcmichael @infinigraph Chase.mcmichael@infingraph.com http://blog.infinigraph.com. All rights reserved. Thank you!