FutureM 2012: Harvesting Consumer Intent from the Social Web
Upcoming SlideShare
Loading in...5
×
 

FutureM 2012: Harvesting Consumer Intent from the Social Web

on

  • 591 views

Interest Graph presentation by @mom101, @aerocles, @edwardboches, @jeffjaner

Interest Graph presentation by @mom101, @aerocles, @edwardboches, @jeffjaner

Statistics

Views

Total Views
591
Views on SlideShare
587
Embed Views
4

Actions

Likes
2
Downloads
4
Comments
0

2 Embeds 4

https://twitter.com 3
https://si0.twimg.com 1

Accessibility

Categories

Upload Details

Uploaded via as Apple Keynote

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • Beso formally introduced a program on Tuesday that Ms. Medeiros has been trying, which pays users to send clicks to hundreds of major retailers, like Target and Gap.\n“If they drop a link onto Twitter about a pair of shoes that they’re dying for, or a new handbag they’re coveting, and they refer users to Neiman’s or whoever sells that item,” said David Weinrot, the chief marketing officer for Shopzilla, the parent company of Beso, “they could actually be rewarded.”\nOther large social shopping sites and apps, including the Fancy and Pose, recently introduced similar programs, and Referly, a site introduced in May, is entirely based on people referring products to friends and receiving money in return. Referly says 10,000 people have already signed up. The programs are too new to evaluate their financial success, but Web marketers say consumers should expect more similar programs, in part because visitors are no longer offended by the idea.\n\n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n

FutureM 2012: Harvesting Consumer Intent from the Social Web FutureM 2012: Harvesting Consumer Intent from the Social Web Presentation Transcript

  • Harvesting Consumer Intent from the Social Web
  • 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?What does success look like?Where do we think this is going?How do Brands get started?
  • 1 What is the interest graph?
  • 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.
  • 2How is it different from the social graph?
  • Enjoy a complimentary resort stay when youbook a cruise of 7 nights or longer online withAmerican Express Travel.
  • 3 What are the platforms?
  • Social Utility
  • Social Commerce
  • Advertising
  • Content Distribution
  • "I believe that every interest will,atsome point, have a channelserving that interest." Robert Kyncl, Global Head of Content, YouTube
  • 4 What does it mean to consumers?
  • Springpad example,product,decorating...
  • pinterest or otherplatformTrippy?
  • 5 What are best practices?
  • Marketing to interest and context. I have three good examples Amex (finance) Kotex (product) Besos (retailer) And one bad: Honda
  • Leveraging interest via influencers. #influencers
  • Combining social and interest.
  • Establishing presence and sharing content. whole foods pinterest
  • targeted most active pinners*paid $500 to take 24-hour break#pintermission boardpin what they did *mashable
  • AutoMarketing Blog
  • 5,495 followers
  • 6How do you leverage the interestgraph?
  • Market to the dataBe useful and contextual Re-think content
  • Confirm mutual interests Identify new ones Discover relationships Distribute content
  • 7 What does success look like?
  • 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.
  • Brand awareness and engagement
  • 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
  • 8 Where do we think it’s going?
  • + Who you knowdoes not translate into Netflix and Amazon what you like. capture interests.
  • 9 How do brands get started?
  • • 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.
  • Questions