Harvesting intent at Future m


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Edward Boches, Liz Gumbinner, Jeff Janer and David Teicher talk Interest Graph at Future M

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Harvesting intent at Future m

  1. Harvesting Consumer Intent from the Social Web @edwardboches @lizgumginner @jeffjaner @aerocles
  2. The social web encourages us to send out a constant stream oflikes, Tweets and check-ins. Things we’ve done and want toshare. Most of it, however, consists of past actions.But what about our future actions? Our interests? The things inour bucket lists? There’s a new interest graph emerging on theweb that allows us to express our passions, plans and intent in away that should be far more valuable to brands and marketersthan our declaration of things we’ve already done.
  3. What is the interest graph?How and why is it different than the social graph?What are the platforms and what characterizes them?What does the “interest graph” mean to consumers?What are best practices and cases?How do you start leveraging the interest graph?How do we measure success?Where do we think this is going?
  4. 1 What is the interest graph?
  5. The Social Graph consists of who a user knows while the Interest Graphconsists of what they like and the facets of their personality that make upwho they are. These connections can be much stronger than simply whothey are friends or acquaintances with.
  6. 2How is it different from the social graph?
  7. Social graph: if I follow a friend, I follow all of her.
  8. Even shoes and cats.
  9. If I follow only interests,
  10. I get what’s relevant to me.
  11. If a brand markets to me based on who I know.
  12. Enjoy a complimentary resort stay when you book a cruise of 7 nights or longer online with American Express Travel.It sells me stuff that I don’t want.
  13. If it markets to me based on interests, it doesn’t have to guess.
  14. 3 What are the platforms?
  15. Lots of platforms trying to tap into interest. But as always, platforms come first, then consumers, and brand show uplast. Learn them and what they can do.
  16. Curation and Search
  17. Social Commerce
  18. Advertising
  19. Content Distribution
  20. "I believe that every interest will,atsome point, have a channelserving that interest." Robert Kyncl, Global Head of Content, YouTube
  21. 4 What does it mean to consumers?
  22. Consumers can express interest.
  23. Springpad example, product, decorating...They can follow interests.
  24. pinterest or other platform Trippy?Media properties can curate interests.
  25. 5 What are best practices?
  26. Marketing to interest and context.There aren’t many. AMEX and Foursquare is good. Reward based on context, real time, user interests.
  27. Leveraging interest via influencers. #influencersKotex leverages influencers. Not bad.
  28. Combining social and interest.Beso incents customers to leverage their own interest.
  29. Establishing presence and sharing content. whole foods pinterestWhole Foods shares in the space on Pinterest.
  30. But too many brands still try creative gimmicks in hopes of getting reach.
  31. targeted most active pinners*paid $500 to take 24-hour break#pintermission boardpin what they did *mashable
  32. AutoMarketing BlogThey don’t really work.
  33. 5,495 followers
  34. 6How do you leverage the interestgraph?
  35. Market to the data Be useful and contextual Re-think contentWhere to start.
  36. Be interesting. Share content to see what resonates. Find relationships between and among customers, your productsand mutual interests by posting and paying attention.
  37. Confirm mutual interests Identify new ones Discover relationships Distribute contentIt affords opportunities to learn.
  38. 7 What does success look like?
  39. Web traffic • Platforms like Pinterest can drive more traffic than Google or Twitter. • It’s becoming a top traffic driver for women’s magazines. • Distribution channel for retailers and content brands.
  40. Brand awareness and engagement
  41. Outcomes in purchase and action (ROI) • Increased trust • Demonstrate understanding of customer interests (rather than marketing to their demographics) • Relevant engagement leads to higher rates of conversion
  42. 8 Where do we think it’s going?
  43. + Who you knowdoes not translate into Netflix and Amazon what you like. capture interests.
  44. 9 How do brands get started?
  45. • explore all the sites• establish a presence• don’t commit to just one• learn conversation strategy• measure and track everything• create relationships with platforms• understand data and market to it• do it yourself
  46. If all you do is show,the only thing users will do is look. @farrahbostic
  47. Questions