Harvesting Consumer Intent from the Social Web @edwardboches @lizgumginner @jeﬀjaner @aerocles
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.
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?
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.
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
• 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
If all you do is show,the only thing users will do is look. @farrahbostic