Social Silobuster: Data-Driven Marketers - Brian Killen DMA2011

Access to Social Data is a Game Changer
Create more personalized user experiences
Improve targeting, content relevance and timing
Streamline acquisition and purchase process
Empower brand advocates

Leveraging Social Data for Multichannel Marketing
Data is complex and dynamic
Useful only if actionable
Relevant only when combined with other data sources
Consumer privacy should be a top priority
Focus on consumer opt-in for access to social insights
4

3 Sources of Social Insights
Structured Data from Social Profiles
Social Login (e.g. Facebook, Twitter, Google, LinkedIn)
Packaged Analytics
Influence Tools
Segment Modeling
Unstructured Data
Social Listening / Monitoring

Introduction to the Social Profile
Get to Know Ann
Get to know Anne
Name
Gender
Age
Status
Photo
About Me
Location
Birthday
Time Zone
Address
What Ann Likes
Music
Books
TV Shows
Movies
Interests
Meet Ann’s Friends
Gather same profile data on each user
6

How Do You Access Social Profile Data?
Through enabling social login on your website
During point of conversion (registration, commenting, sharing, reviews)
User gives permission to access profile data
Ask for data all at once or through progression of actions on site

What Types of Data Are Available?
8

Useful Tool Worth Considering
Janrain – They solve many technical headaches
Engage, Connects your website to the social networks and makes it easy for your users to login with an existing identity profile from social networks or identity providers like Facebook, Twitter, Google and Yahoo, to speed up online registration.
Capture, Collect and store user profile data gathered at the point of online registration or authentication in a cloud based online user management system.
Social Graph Solutions, store data that you may not be ready to manage and store

Consumer Influence in Social Media

Packaged Social Analytics / Influence
Influencer Identification and Scoring
Products in this segment are not completely reliable but that’s okay..
Experiment and learn to incorporate influencer insights into campaigns
Focus on specific use cases
Loyalty is a good place to start
Best employed with a mix of CRM, demographic and psychographic data

Useful Social Insight / Influence Tools
Klout – Social Influence Analysis
Provides a variety of influence metrics
Limited ability to append Klout scores to large CRM repositories
Collecting Social ID’s from consumers is key to leveraging this service
e.g. Social Login
Qwerly – A data API for the social web
Match / append social data by email, social ID
Some concerns about appending certain social network data (e.g. Facebook)
FullContact - Provides a variety of influence metrics
Ability to append social profile data to CRM data
Some concerns about appending certain social network data (e.g. Facebook)

Unstructured Data and Social Media
Tremendous amount of consumer generated content available on blogs, review sites and social networks that deliver near real-time consumer insights
Intent to purchase
Passion points
Brand advocates
Customer service issues
Life stage events
But…..

Social Media is disconnected from traditional CRM
Email mkting.
Client
CRM
Online advert.
Social media silo
Quantifiable multi-channel approach
Limited ability to take action at scale
Measuring ROI on social campaigns is difficult
Mobile ads
14

Creating Actionable Insights
Combine your opt-in social id collection strategy and traditional data sources with mining unstructured data
Jessica Wilson
1396 Henry Dr
Denver, Colorado 50551
JessicaW@gmail.com
@ScarletxVelvet
Single, 27
Income 80K / Yr
Addressable Channels:
Direct Mail
Email
Loyalty

Identify opportunities by listening to your customers
Actionable insight
Show
Movie preference
Skins
We can find connections between viewing and interests over a period of time.
Jersey
Shore
E-commerce
opportunity
Vampire Diaries
In-market for products
Teen Mom 2
Lifestyle & Interests
Ultimate Fighter
E-commerce
opportunity

I’m ready, where do I start?
Start linking consumer records to social id’s
Leverage multiple methods
Make this a corporate priority
Offer a Social Login option when ever a consumer is presented with a contact form, registration, account login
Incorporate into Loyalty programs and offer incentives for consumers to participate
Connect as may different social profiles as possible – not just Facebook!
If the user is already registered to your site, ask them to link their Social Identities – give the user something in return
Leverage a product like Janrain to maintain data that you are not ready to leverage or store
e.g. social graph data

Combine Social Profile Data & Traditional Data
Direct Mail
Demographic
Psychographic
Location
Intention
Activity
Behavioral
Product
Social Graph
Loyalty
Email
Online Ad
Other
18

Incorporate “Like” Modeling to Achieve Scale
Leveraging insight from a sample set of social users connected to consumer records:
Trend analysis associated for a given topic or set of topic
Aggregate and individual analysis of consumer purchase intent from a sample to a larger scale using “Like” modeling to predict other likely prospects
Deliver Targeted communication through traditional channels
Consumers that are predicted to be in market, based on similarities with sample set
Identified in-market consumers that have been linked to social profiles
“Like” predictive model
And apply this ‘like’ model to a larger population to find other prospects & achieve scale
We build a ‘like’ model using predictive data attributes
From a small, statistically significant sample
19

Integrate social insights into all marketing platforms
Stores multiple user identities from various social networks and site activities
Centralized location for rich user profile and activity data
On-demand access for personalization of site and campaigns
Selectively share profile data with applications
Integrate with third party applications, such as email, CRM, CMS, e-commerce
20

Example Social Data Use Cases
Loyalty
Personalize content recommendations
Gift Recommendations

Build Loyalty Programs and Drive EngagementTravel – Cruse Liner Use Case
Facebook member sign-ups for BondRewards using Facebook connect.
BondRewards leverages newsfeed and keyword data collected on social sites to identify new members with strong travel affinity.
BondRewards home page features ad promoting the BondReward travel channel.

Build Loyalty Programs and Drive EngagementTravel – Cruse Liner Use Case cont..
On day-of-cruise, BondRewards members check-in using FourSquare or other geo based check in mobile application
Upon check-in, members are presents coupons for restaurants, shops and activities along cruise destination route.
As members continue to provide feedback, new, more relevant ads are presented. Relevant ads are categorized into basic travel categories such as affluent shopper vs. budget/sports active shopper.

Personalize Content Recommendations
24

Gift Recommendations
Make gift suggestions for user’s friends
25

Thank You

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Social Silobuster: Data-Driven Marketers - Brian Killen DMA2011

by Acxiom Corporation on Oct 07, 2011

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Social Silobuster: Data-Driven Marketers - Brian Killen DMA2011 Presentation Transcript