0
The Rise of

Graph Marketing.

http://www.beeha.us
http://www.beeha.us
CUSTOMERS

.

are a hive of influence

The Parallel
Fig. 3.

Fig. 4.

Fig. 1.

Fig. 2.

YOUR BUSINESS

YOUR PRODUCT/SERVIC...
THEIR INFLUENCE
Evaluation

.

plays a crucial role with customers
3.
commerce

Purchase
Closure

reviews

2.
precommerce
...
Evaluation

3.
commerce

Purchase
Closure

reviews

2.
precommerce

Self-Expression

word of
mouth

expert

4.
postcommerc...
GRAPH DATA
Google
Receives Over:
2,000,000
Search Queries

.

generated every 60 seconds
Search
Graphs

Social
Graphs

The...
g r a p h

Knowledge Graph

c l a s s i f i c a t i o n

Social Graph

e x p l o d e

Interest Graph

http://www.beeha.us
...
g r a p h

m ar k e t i n g

http://www.beeha.us

?
Short History

.

of Marketing & Advertising

Marketing Paradigms
Early Approaches

Modern Approaches

19th & 20th Century...
GRAPH MARKETING
Graph Marketing is a strategy that places
human experiences at the center of
marketing by leveraging custo...
COMMUNITY

.

one’s social & professional graph

+

Source: Eric Fisher

http://www.beeha.us
11

beehaus © 2013 | 11
IDENTITY

.

one’s interest graph

highlight
information

be context
relevant
Source: Eric Fisher

enable
participation
ht...
CONVERSATIONS

.

thoughts, ideas, information & stories

listening

• Surface User Activity
• Provide Notification

Sourc...
Is this important ?

http://www.beeha.us
14

beehaus © 2013 | 14
privacy

governance

Stabilize Environment

Stabilize Ourselves

innovation

participation

Source: Eric Fisher
15
PRIVACY

http://www.beeha.us
16
GOVERNANCE

Business Practices
MONITORING

disclosure

Transparency
C ommuni cat i on
LEGAL

Ethics

Regulatory
http://www...
PARTICIPATION

http://www.beeha.us
18
Networks

social graphs

Instagram

Pinterest Vine Tumblr

Google Microsoft LinkedIn

MONITORING & ANALYTICS
monitoring

A...
GRAPH MARKETING
4 Recommendations for Today’s CMO

http://www.beeha.us
1. EMBRACE CHANGE.
Evaluation

3.
commerce

Purchase
Closure

reviews

2.
precommerce

Self-Expression

word of
mouth

exp...
2. CONSIDER GRAPHS.

Community

Conversations

Graph Marketing

Identity

http://www.beeha.us
3. DEVELOP NETWORKING SKILLS.

http://www.beeha.us
4. EMPLOY DATA SCIENTISTS.

00
1 1
0 10 1
http://www.beeha.us
24
flipboard

Google+

http://bit.ly/graphflip

http://bit.ly/graphplus

http://www.beeha.us
jeremi
karnell

.

.

email

jeremi@beeha.us

.

phone

617.510.3569

.

office

115 Sandra Muraida
Way Suite 321 Austin, ...
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The Rise of Graph Marketing

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Presentation that Jeremi Karnell gave at GraphConnect - NYC (http://www.graphconnect.com/new-york/)

Just as paradigms were established to help define search marketing, mobile marketing, and social marketing, Jeremi makes the case that a similar paradigm needs to be established for Graph Marketing. He will share his working definition and review the need to define the market, benefits, channels, methods & metrics that would make Graphs central to a brand’s marketing strategy.

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Transcript of "The Rise of Graph Marketing"

  1. 1. The Rise of Graph Marketing. http://www.beeha.us
  2. 2. http://www.beeha.us
  3. 3. CUSTOMERS . are a hive of influence The Parallel Fig. 3. Fig. 4. Fig. 1. Fig. 2. YOUR BUSINESS YOUR PRODUCT/SERVICE YOUR CUSTOMERS CUSTOMERS NETWORK Source: Don Peppers http://www.beeha.us
  4. 4. THEIR INFLUENCE Evaluation . plays a crucial role with customers 3. commerce Purchase Closure reviews 2. precommerce Self-Expression word of mouth expert 4. postcommerce brand engage intro brand interrupt strength validation influence loop post purchase research discovery sentiment advocate Consideration interrupt sentiment commit Awareness reconsider 1. formulation Advocate Source: McKinsey & Altimeter Group brand experiment http://www.beeha.us Loyalty Experience
  5. 5. Evaluation 3. commerce Purchase Closure reviews 2. precommerce Self-Expression word of mouth expert 4. postcommerce brand engage intro brand interrupt discovery Customer Decision Journey validation post purchase research sentiment advocate Consideration interrupt sentiment commit Awareness brand experiment reconsider 1. formulation Advocate Loyalty influence loop Search Graphs Social Graphs Story Graphs Experience
  6. 6. GRAPH DATA Google Receives Over: 2,000,000 Search Queries . generated every 60 seconds Search Graphs Social Graphs The Mobile Web Receives: 217 New Users Websites: 571 New Ones Are Created Brands on Facebook Receive: 34,722 Likes Story Graphs Wordpress Users Publish: 347 New Blog Posts Instagram Users Share: 3,600 New Photos Source: Domo Foursquare Users Perform: 2,083 Check-ins Tumblr Users Publish: 27,778 New Posts YouTube Users Upload: 48 Hours of New Video http://www.beeha.us Facebook Users Share: 684,478 Pieces of Content Twitter Users Send Over: 100,000 Tweets
  7. 7. g r a p h Knowledge Graph c l a s s i f i c a t i o n Social Graph e x p l o d e Interest Graph http://www.beeha.us / / Professional Graph
  8. 8. g r a p h m ar k e t i n g http://www.beeha.us ?
  9. 9. Short History . of Marketing & Advertising Marketing Paradigms Early Approaches Modern Approaches 19th & 20th Century 20th & 21st Century http://www.beeha.us Direct 21st Centruy & Beyond Source: Wikipedia Branding Display One to One B2B Search Societal Relationship Social Email Marketing Mobile WOM Selling Product Production GRAPH? Contemporary Approaches Internet Marketing
  10. 10. GRAPH MARKETING Graph Marketing is a strategy that places human experiences at the center of marketing by leveraging customer communities, conversations, and identity. Source: Eric Fisher http://www.beeha.us beehaus © 2013 | 10
  11. 11. COMMUNITY . one’s social & professional graph + Source: Eric Fisher http://www.beeha.us 11 beehaus © 2013 | 11
  12. 12. IDENTITY . one’s interest graph highlight information be context relevant Source: Eric Fisher enable participation http://www.beeha.us 12 beehaus © 2013 | 12
  13. 13. CONVERSATIONS . thoughts, ideas, information & stories listening • Surface User Activity • Provide Notification Source: Eric Fisher speaking Conversations are how people express their identities to communities and how they receive feedback from them. Build marketing experiences that give people the power to connect and share. • Focus Conversation • Encourage Feedback • Encourage Sharing http://www.beeha.us 13 beehaus © 2013 | 13
  14. 14. Is this important ? http://www.beeha.us 14 beehaus © 2013 | 14
  15. 15. privacy governance Stabilize Environment Stabilize Ourselves innovation participation Source: Eric Fisher 15
  16. 16. PRIVACY http://www.beeha.us 16
  17. 17. GOVERNANCE Business Practices MONITORING disclosure Transparency C ommuni cat i on LEGAL Ethics Regulatory http://www.beeha.us
  18. 18. PARTICIPATION http://www.beeha.us 18
  19. 19. Networks social graphs Instagram Pinterest Vine Tumblr Google Microsoft LinkedIn MONITORING & ANALYTICS monitoring Analysis Visualization aggregation Publication curation Archiving SMMS content media Apps Brickflow Permamarks Shoutlet Hootsuite Tweet Deck Infinigraph Gravity OpenGraph Yammer Wordpress Drupal Lithium ENTERPRISE Blogging Community Platforms Source: Altimeter Group http://www.beeha.us SERVICES SDL Klout Kred PeerIndex Little Bird EgoNet Gephi Graph Stream NodeXL Mathmatica NetworkX Agencies Neo4J Hadoop AllegroGraph FlockDB GraphDB InfinteGraph Twitter Knoweldge graphs professional graphs Mass Relevance INFRASTRUCTURE interest graphs Beehaus Graph Database Big Data CRM Facebook INNOVATION
  20. 20. GRAPH MARKETING 4 Recommendations for Today’s CMO http://www.beeha.us
  21. 21. 1. EMBRACE CHANGE. Evaluation 3. commerce Purchase Closure reviews 2. precommerce Self-Expression word of mouth expert 4. postcommerce brand engage intro brand interrupt strength validation influence loop post purchase research discovery sentiment advocate Consideration interrupt sentiment commit Awareness brand experiment reconsider 1. formulation Advocate http://www.beeha.us Loyalty Experience
  22. 22. 2. CONSIDER GRAPHS. Community Conversations Graph Marketing Identity http://www.beeha.us
  23. 23. 3. DEVELOP NETWORKING SKILLS. http://www.beeha.us
  24. 24. 4. EMPLOY DATA SCIENTISTS. 00 1 1 0 10 1 http://www.beeha.us 24
  25. 25. flipboard Google+ http://bit.ly/graphflip http://bit.ly/graphplus http://www.beeha.us
  26. 26. jeremi karnell . . email jeremi@beeha.us . phone 617.510.3569 . office 115 Sandra Muraida Way Suite 321 Austin, TX 78703 http://www.beeha.us @beehaus http://www.beeha.us
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