SxSW 2012: Harvesting Consumer Intent from the Social Web
#intentHow toharvest consumer intent from the social Web
The social web encourages us to send out a constant streamof likes, Tweets and check-ins. Things we’ve done and wantto share. Most of it, however, consists of past actions.But what about our future actions? Our interests? The thingsin our bucket lists? There’s a new interest graph emerging onthe web that allows us to express our passions and plans in away that should be far more valuable to brands andmarketers than our declaration of things we’ve already done.
The social graph is who I know.The interest graph what I like.
1 How is the interest graph (and with it the expression of intent) changing how both consumers and brands use social media?
The social graph allows us to connect and follow individuals.
4 How can brands and marketers start to leverage or take advantage of these platforms?
Marketers, brands, platformshave a lot of work to do.
It’s going to take a shift inperspective from ‘say & think’to ‘do & share.’
If all you do is show,the only thing users will do is look.
Fosterdiscovery Learn to engage in the new space Market to data
Foster discovery with direct brand engagement: • set up proﬁle with multiple notebooks • include context and utility • include non brand based assets • invite others to curate • support and encourage users • this is the basic stuﬀ
Engage in platform appropriate ways • go where you’re welcome • embrace your expertise in more than your own products • become a trusted source • link to & recognize your best advocates • sponsor tags
Learn from and market to the data • Use the data (pins, springs) to learn what to do next - with your content, your marketing, your product • Make product data sharable - and worth sharing • Continuous engagement & improvement - through alerts and enhancements • Develop APIs and make your product data “free” in a much richer fashion
Web traﬃc • For some brands Pinterest is already driving more web traﬃc than Google or Twitter. • It’s becoming a top traﬃc driver for women’s magazines. • Distribution channel for retailers and content brands.
Outcomes in purchase and action (ROI) • Increased trust from demonstrating that you know someone’s interests rather than (marketing to) their demographics • More relevant engagement based on mutual interest • 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