0
1
March 31, 2014
The Move to Predictive Social Behavior
#SMWF
Small BusinessSmall Business
The view fromThe view from main street.main street.
3
About Viralheat
Patented,
real-time
data,
sentiment
and analytics
1B+…mentions per
day
explosive
Growth
Comprehensive
so...
4
• Market Overview
• Customer Challenges
• Case Studies – Predictive Social Behavior
• T-Mobile/HBS Case Study
• Appia Ca...
5
In the beginning
6
It was easier to target customers
First online display banner ads delivered October 19941
.
First ad on Facebook ran fro...
7
The Customer Funnel
2008 Today
8
The Customer Funnel
* Forrester
9
Marketing Channels
10
Customer Challenges
• Identifying
• Targeting
• Measuring
11
Social Management for
Marketing Managers
Enterprise Data
Integration for
Marketing Executive
SalesforceSalesforce
Sugar...
Page 12 © 2014 Marketo, Inc.#mktgnation14
Social
Signals
Twitter
Processor
Facebook
Processor
Instagram
LinkedIn
Social
Signals
API
Synching and
Matching
Customer
Contact
Database
Social
Actions Contact
Details
API
Social Signal provid...
Jeff: Do we need a how to get there transition?
So,So, howhow do wedo we get there?get there?
1.1.Case StudyCase Study. –. –
IdentifyingIdentifying
You don’t always needYou don’t always need
to burn time onto burn time on newnew ideas.ideas.
2.2.Case StudyCase Study. -. -
TargetingTargeting
Targeting can be challenging...
The Life Changing Event
Tracked Keywords and Hashtags:
#imengaged #justengaged
#wereengaged #engaged #isaidyes
#shesaidyes "I'm engaged”
What’s ou...
What’s This?
Engagement Trends
The Ashton Kutcher Effect
Increased Lead
Generation.
Lead Drilldown
Engagement Influencers
The Perfect Couple #Engaged!
Wedding Promoters
The waitress asked if I was done with that,
and I said yes, but I’m married to it!
Wedding Crashers
Maybe not a engagement...
New Lead Opportunities
New Lead Opportunities
New Lead Opportunities
3.3.Case StudyCase Study. –. –
MeasuringMeasuring
38
Case Study – T Mobile
Launch NewVoIP Product
Internet based business phone system
First small business-focusedVoIP product
for T-Mobile
zzT-Mobi...
• Crowded category
• First business-focusedVoIP product
• Needed to identify relevant audience
• Target key influencers & ...
T-Mobile turned to social media to:
•T-Mobile brand sentiment
•Learn where engagement highest
•Determine language/terms us...
SolutionReal-time research –
#VoIP, #newoffice
Target key influencers re:T-
Mobile@work
Identify & cultivate leads
Determi...
500 pilot customers
High percentage were Influencers
Identified best terminology
Insights implemented into campaign
Results
T-Mobile turned toViralheat due to:
•End-to-End Social Media Monitoring and Management
•Real-time, actionable insights and...
46
Questions?
jeff@viralheat.com
@jrevoy
Paul@DTHBS.com
@paulsebastien
The Move to Predictive Social Behavior
The Move to Predictive Social Behavior
The Move to Predictive Social Behavior
The Move to Predictive Social Behavior
The Move to Predictive Social Behavior
The Move to Predictive Social Behavior
The Move to Predictive Social Behavior
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The Move to Predictive Social Behavior

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Social media is becoming the new way to reach out to potential customers. With the advent of predictive social analytics, it becomes simple to target customers interested in making a purchase.

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  • Spend a little more time talking about why they thought using social was a way to solve these particular problems – how did we do this?
    Tell an anecdote
    These were the things that people were tweeting
    What were you guys looking for? Maybe no screen shots and a bunch of hashtags
    The messages the audience gave us that we were able to act on.
    We knew our audience was in social channels
    How did they come into the idea that social was the space they should play in?
    Touch on content showing (hashtags or messages) was information they turned into marketing campaigns or pulled it right into their CRM and sales people followed it up right away
  • Spend a little more time talking about why they thought using social was a way to solve these particular problems – how did we do this?
    Tell an anecdote
    These were the things that people were tweeting
    What were you guys looking for? Maybe no screen shots and a bunch of hashtags
    The messages the audience gave us that we were able to act on.
    We knew our audience was in social channels
    How did they come into the idea that social was the space they should play in?
    Touch on content showing (hashtags or messages) was information they turned into marketing campaigns or pulled it right into their CRM and sales people followed it up right away
  • Transcript of "The Move to Predictive Social Behavior"

    1. 1. 1 March 31, 2014 The Move to Predictive Social Behavior #SMWF
    2. 2. Small BusinessSmall Business The view fromThe view from main street.main street.
    3. 3. 3 About Viralheat Patented, real-time data, sentiment and analytics 1B+…mentions per day explosive Growth Comprehensive social media management Social and Enterprise integrations
    4. 4. 4 • Market Overview • Customer Challenges • Case Studies – Predictive Social Behavior • T-Mobile/HBS Case Study • Appia Case Study Agenda The Move to Predictive Social Behavior
    5. 5. 5 In the beginning
    6. 6. 6 It was easier to target customers First online display banner ads delivered October 19941 . First ad on Facebook ran from Y2M in 20042 .
    7. 7. 7 The Customer Funnel 2008 Today
    8. 8. 8 The Customer Funnel * Forrester
    9. 9. 9 Marketing Channels
    10. 10. 10 Customer Challenges • Identifying • Targeting • Measuring
    11. 11. 11 Social Management for Marketing Managers Enterprise Data Integration for Marketing Executive SalesforceSalesforce SugarCRMSugarCRM MARKETOMARKETO ZendeskZendesk Google ,AnalyticsGoogle ,Analytics API - Data ManagementAPI - Data Management PublishPublish EngageEngage AmplifyAmplifyAnalyzeAnalyze MonitorMonitor Viralheat Product Architecture
    12. 12. Page 12 © 2014 Marketo, Inc.#mktgnation14
    13. 13. Social Signals Twitter Processor Facebook Processor Instagram LinkedIn
    14. 14. Social Signals API Synching and Matching Customer Contact Database Social Actions Contact Details API Social Signal provide a more complete view of existing leads and customer preferences
    15. 15. Jeff: Do we need a how to get there transition? So,So, howhow do wedo we get there?get there?
    16. 16. 1.1.Case StudyCase Study. –. – IdentifyingIdentifying
    17. 17. You don’t always needYou don’t always need to burn time onto burn time on newnew ideas.ideas.
    18. 18. 2.2.Case StudyCase Study. -. - TargetingTargeting
    19. 19. Targeting can be challenging...
    20. 20. The Life Changing Event
    21. 21. Tracked Keywords and Hashtags: #imengaged #justengaged #wereengaged #engaged #isaidyes #shesaidyes "I'm engaged” What’s our Wedding Pool?
    22. 22. What’s This? Engagement Trends
    23. 23. The Ashton Kutcher Effect
    24. 24. Increased Lead Generation. Lead Drilldown
    25. 25. Engagement Influencers
    26. 26. The Perfect Couple #Engaged! Wedding Promoters
    27. 27. The waitress asked if I was done with that, and I said yes, but I’m married to it! Wedding Crashers Maybe not a engagement lead but……
    28. 28. New Lead Opportunities
    29. 29. New Lead Opportunities
    30. 30. New Lead Opportunities
    31. 31. 3.3.Case StudyCase Study. –. – MeasuringMeasuring
    32. 32. 38 Case Study – T Mobile
    33. 33. Launch NewVoIP Product Internet based business phone system First small business-focusedVoIP product for T-Mobile zzT-Mobile Hosted Business Solutions
    34. 34. • Crowded category • First business-focusedVoIP product • Needed to identify relevant audience • Target key influencers & adopters The Challenge
    35. 35. T-Mobile turned to social media to: •T-Mobile brand sentiment •Learn where engagement highest •Determine language/terms used •Identify SMEs Social Discovery
    36. 36. SolutionReal-time research – #VoIP, #newoffice Target key influencers re:T- Mobile@work Identify & cultivate leads Determine most effective channels Monitor the Conversation
    37. 37. 500 pilot customers High percentage were Influencers Identified best terminology Insights implemented into campaign Results
    38. 38. T-Mobile turned toViralheat due to: •End-to-End Social Media Monitoring and Management •Real-time, actionable insights and analysis •Integration with existing Enterprise applications •Intuitive, easy-to-use application and interface Viralheat Advantages
    39. 39. 46 Questions? jeff@viralheat.com @jrevoy Paul@DTHBS.com @paulsebastien
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