How to use social data to drive reach and engagement with content and your campaigns.
Build campaigns that resonate
1) Find the most engaged audience
2) Identify the most compelling content
3) Adjust tactics in real-time
Social dataSocial insightMarketing campaignsDataSift
We are seeing thatmore social data is outside of the business vs. inside our four walls For this reason we wanted to go deeper with understanding how to take action with social data in the campaign process.Lets explore what is possible with audience identification, content and measurements.Lastly we will provide an example and demo of a product marketing use case to shed some light on how you can supercharge your campaign process.
Todays customers are empowered as they multitask their way through stages of information gathering, evaluation, purchase, and servicing .Weneed to look at the entire journey as they use social channels along the way.
This is a revolution! Internet users are out there growing and connected into our organizationsHow many of you are on a social network? How many networks?85% of folks under the age of 25 are active on social networks and we will provide you some examples of what they are sharing.
The data is growing. Users are sharing. The likes, posts .. re posts are increasing.The “exhaust fumes” of our connected devices are delivering more social data. This tells us more about the tremendous opportunity ahead of us to learn more about each other.
So now that we have perspective on the breadth of the customer social data, if over 3 out of 4 feel more connected. How can we leverage this information in our daily jobs?
Similarly if one out of two are more likely to make a purchase with company on LinkedIn you can see the importance of social connectivity and reasons to share content. These are more proof points on why we need to leverage social data for marketing efforts.
Conversely, even though we are connected only 35% feel that they are being heard. We have an opportunity here to make sure that we are reaching the right audience at the right time and engaging with them.
POLL – where is your organization on the spectrum of integrating social data into your campaigns.In learning mode, thinking about startingIn testing or evaluation modeSome campaigns have a social component where we are listening Evolving beyond listening to insights / integrating social data into CRM systemInsights are driving real-time changes to campaign outreach
There are the campaign management challenges that cut across our organizations. We all have examples of them. There are a set of steps to allow you to get to the insights of folks that are posting, talking, tweeting in social. You can leverage technology to 1) Aggregate, standardize, 2) filter, deliver and 3) to allow you to analyze to infer context to support your actions.
There are a multitude of social sources, so how can you aggregate and efficiently look across them …There are the core challenges of dealing with a dataset this large that is coming at you 15,000 times a seconds that is Unstructured,Problem is that you can't just load this high transactional data to a traditional database.
Once you have the data, how can a marketer segment and organize the information to meet measureable business needs.This data has a lot of noise as its not so much a search problem, but a filtering one. Now how do it bring it together in my organization and integrate in to my systems and make it relevant?
Lastly how can you infer context from the social data? What I mean by context was the information positive or negative, was it shared by a certain type of person, was it about a specific brand or product, was the information tied to a certain geography?Since 10-20% of tweets have links, how can you understand what inside of the links. If someone tweets … “look at this awesome product”, but if you don’t understand the link, it may be a missed opportunity. Also you can now understand more about the “WHO”. There is a buzz around “influencers” we have seen it defined many ways, but being able to identify the WHO + the WHAT + the WHERE all allow you to obtain context to support your marketing efforts.
Lets take a look and see what we can do to with in the campaign process.At DataSift we enrich the social data with up to 400 meta data items in real time, going from 1 to 400 pieces of information so you can squeeze the most out of each piece of data.
You can do more than just “listen” to mentions and look at rolled up volume statistics. You can gain a deeper understanding byuncovering deep insights:Find the most engaged audienceIdentify the most compelling contentAdjust tactics in real-time
So what you can see is that its about now having the opportunity to go deeper. Deeper to understand, segment and then integrate Understand more of about the social profiles based on what your audience has public disposed. This provides you with an insight to what people are sharing socially.You can start to ask more questions: What did you expect / not expect? What is most active with that demographic? What’s emerging? You can get a real time view for trends, insights, and destinations.
Once you have this baseline and greater understanding of your audience, it is easier to target relevant content. Content that is targeted to their likes, interests which includes insights on how they are linked to your brand if they are followers on twitter or if they are sharing links to you, or even if they are clicking on something that’s relevant to you or your industry.
And as we were saying, this is all in real time and can power your real time dashboards as needed.You have the power to gain unique insights into your campaigns, others campaigns, to understand what drove interactivity, what drove click thrus;where did they come from / where did they go to; when and where did it go viral; what devices were used.You can validate to see if its resonating with who you want it to. Along the way you are now empowered to evolve the content to match the audience you are going after.
Lets take a look at the following example
We've used Blackberry as an example. Lets take a look as to how social data better inform a product launch.To start we pulled a historical data set from February, (usingDataSift’s visual query builder). Then we can analyze the output +metadata to better segment the audience based on our natural language processing, augmentations and demographic capabilities to understand and how the campaigns resonated with the social audience.
This is an example of a the visual query builder and the resulting filter in the DataSift platform.The filter allows you exactly target what you are looking to for to remove nose and not take in data you don’t need. In addition to filtering about the brand and the competitors across the social sites, you can also filter on the demographic characteristics. Based on the historical analysis executed to understand the target audience we wanted to target certain demographics, by geography.
By having an audience in mind,Did I reach who I targeted and if not, why? I can start to ask questions of the data and dig deeper.Over 88% of this age groupare on line active sharing socially, so what else are they sharing that you can get insights on?Also I can use this withadvertisers to execute on what’s trending, what’s picking up interestin that demographic.
This is the socially active segment of the market andthey are a dominant force in the market. you can filter and create audiences of these profiles looking at your brand and that of yourcompetitors within the industry.
Where are the users located? How does that affect your product launch and advertising?Is this what you expected?
Is your content optimized for these applications? What does this tell you about the segments that are interacting with your content?When are they engaging with your content?
Understand where did people click thru from.What websites were most prominent.
Understand where your segments were engaging with your content.Derive value to validate theories about what you expected beyond raw counts and aggregations.
Understand the strategies that worked and the ones that didn't.
Social data can be leveraged across the planning,design, execute and measure phase.Segmenting, identifying, executing and analyzing.
At a headline challenge is not finding the negative comments, or high level volume statistics. Its very easy to go to twitter forms and blogs to find the negative comments, but to be data driven organization you have to have a more systematic way to solve for problems and to identify audiences and be able to look for products, sentiment and establish metrics.The power is in the filtering to categorize, measure and use context + sentiment to understand what does the market think.
How can marketers buildcampaigns that resonateusing social data?
ExampleProduct Launch Campaign Studied BlackBerry’s Z10 as an example Product launched February 2013 Data collected using a combination of DataSift’sHistorics, Demographics, and real time service Visualizations built using Splunk & Fusion Tables20
Identify the audience22WithoutSocial Data• Use CRM to search for current/prior productowners• By demographic• By purchase historyWithSocial Data+ Find anyone talking about product+ Find those people unhappy with competitor+ Slice and dice by age, device, demographic+ Identify social feeds that audiences are mostactive on
23Everyone talking aboutBlackberry by ageLink tochart
24Breakdown of social users bytype of mobile device usedLink tochart
Where are people talking aboutBlackberry located?Link tochart
26Within the Blackberry segment whatapplications are they using to engage?Link tochart
Create the Content27Typically • Email announcement & offers by audience• Website content & offers• Social media announcement & offersWith Social Data + Assess what’s important to your audience+ Identify important/trending content+ Extract positive/negative sentiment+ Identify topics of interest by audience+ Analyze content performance from prior campaigns+ Identify popular links being shared+ Identify popular links based on click-throughs+ Analyze most popular retweets
Games are the top links28Placeholder for most popular linksLink tochart
Blackberry had the most popular retweet, but did itresonate with the target audience?29Placeholder for most popular retweetsLink tochart
Execute & Analyze Results30Typically • Volume of mentions• Volume of retweets• Volume of click throughsWith Social Data + Assess reach (did we reach our audience)+ Analyze by age, device, location, segment+ Assess which content is resonating+ Analyze most popular links shared+ Analyze popularity based on click-throughs+ Evaluate positive/negative feedback on content+ Assess which channels are driving conversion
Where does social data fit in aProduct Launch? Better identify your audience Create more relevant content Execute and analyze results
Summary32Embed social data throughout yourcampaign to ensure reach and driveengagement. Drive deeper insights into your audience Connect them with relevant content Analyze and adjust in real-time
Thank You & Next Steps Register for Expert Series Training:http://dsft.ly/ExpertTraining Take a tour of the DataSift platform atwww.datasift.com To get started right away, email the DataSiftteam at firstname.lastname@example.org