#dma2013	
  
the Money!!
Show Me
the Data!!
Why is social data so hard?
Dynamic & Unstructured!
Not tied to Individual Customers!
Not Really an Offer Channel!
Hard to...
SOCIALMEDIA
For most of us,
Social Data Sits in
its own Channel silo.
SOCIALMEDIA
It’s Time To INTEGRATE social Data.
MobilE
Retail
Online/Offline
CRM
Wait… What About Privacy?
All Data is Indexed from Public Profiles,
Content, and Connections!
Don’t Combine Personal Identi...
Social Stream-
Content
Social Graph
Connections
Primary Sources of Social Data
Social Stream – content
Social Graph: Maps Relationships…
Social Graph: Maps Relationships…
Link social to Profile
Graph Informs Segmentation
Explore • Test • Customize
Segment Differences
Segment Knowledge
How often Do They Use social?
Segment Knowledge
How often Do They Share Photos?
Pro Tip: Not JUST social!
Inner and Outer Circle Behavior
Inner Circle – Detail
Some Segments use Social Channels More Frequently with Close Friends
Outer Circle – Detail
While Others Choose to use Social Channels MORE Frequently for not-so-close friends
Turn Insight Into Action
Let’s Put it all Together…
What’s Graph + Social Good For?
2.
3.
1.
1. Interested In:
Outdoor, Travel, Design
Bringing the whole family to Baja for Thanksgiving
this year! Does @SouthWest fly...
1. In market For:
Mountain Bikes
Travel to Crested Butte
Checking out the 2014 @Specialized lineup at
@REI. Crested Butte ...
Reach
+
Relevance
+
Impact
connected to lots of
Outdoor Enthusiasts
Creates bike & Outdoor
content	
  
Followed by Outdoor...
Use Cases
Applying
Social Data & Graph
to
Multi-Chanel
Marketing
Having a challenging
morning with @ATT
“Customer Service”.
Time to jump ship to
@Verizon or @Sprint?
Another"
dropped call...
Get Started
1.  get Data Players on Board
2.  Connect Social Data To your Crm
3.  Integrate Social Signals into
Multi-chan...
Thank YOU!
SVP,	
  Co-­‐Founder	
  
SpotRight	
  
jp@spotright.com	
  
@jp_lind	
  
SVP,	
  Director	
  
Leo	
  Burne@	
  ...
Applying Social Data and Graph to Multichannel Strategies
Applying Social Data and Graph to Multichannel Strategies
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Applying Social Data and Graph to Multichannel Strategies

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Applying Social Data and Graph to Multichannel Strategies

  1. 1. #dma2013  
  2. 2. the Money!! Show Me the Data!!
  3. 3. Why is social data so hard? Dynamic & Unstructured! Not tied to Individual Customers! Not Really an Offer Channel! Hard to Decipher Signals from Noise! Difficult to Measure ROI!
  4. 4. SOCIALMEDIA For most of us, Social Data Sits in its own Channel silo.
  5. 5. SOCIALMEDIA It’s Time To INTEGRATE social Data. MobilE Retail Online/Offline CRM
  6. 6. Wait… What About Privacy? All Data is Indexed from Public Profiles, Content, and Connections! Don’t Combine Personal Identifiable Information with Social Data – (all anonymized and hashed)! If you’re sharing data with 3rd parties, provide NOTICE and CHOICE on your privacy policy!
  7. 7. Social Stream- Content Social Graph Connections Primary Sources of Social Data
  8. 8. Social Stream – content
  9. 9. Social Graph: Maps Relationships…
  10. 10. Social Graph: Maps Relationships…
  11. 11. Link social to Profile
  12. 12. Graph Informs Segmentation Explore • Test • Customize
  13. 13. Segment Differences
  14. 14. Segment Knowledge How often Do They Use social?
  15. 15. Segment Knowledge How often Do They Share Photos?
  16. 16. Pro Tip: Not JUST social!
  17. 17. Inner and Outer Circle Behavior
  18. 18. Inner Circle – Detail Some Segments use Social Channels More Frequently with Close Friends
  19. 19. Outer Circle – Detail While Others Choose to use Social Channels MORE Frequently for not-so-close friends
  20. 20. Turn Insight Into Action
  21. 21. Let’s Put it all Together…
  22. 22. What’s Graph + Social Good For? 2. 3. 1.
  23. 23. 1. Interested In: Outdoor, Travel, Design Bringing the whole family to Baja for Thanksgiving this year! Does @SouthWest fly there from Denver? #surftrip
  24. 24. 1. In market For: Mountain Bikes Travel to Crested Butte Checking out the 2014 @Specialized lineup at @REI. Crested Butte here I come! 74!
  25. 25. Reach + Relevance + Impact connected to lots of Outdoor Enthusiasts Creates bike & Outdoor content   Followed by Outdoor Brands Connected to Current Customers Others Engage with Shared Content  
  26. 26. Use Cases Applying Social Data & Graph to Multi-Chanel Marketing
  27. 27. Having a challenging morning with @ATT “Customer Service”. Time to jump ship to @Verizon or @Sprint? Another" dropped call? Seriously?? #ATTfail iPhone 5S or HTC One? Anybody make the switch? Use Case – Predicting Churn
  28. 28. Get Started 1.  get Data Players on Board 2.  Connect Social Data To your Crm 3.  Integrate Social Signals into Multi-channel Strategies 4.  Test, Measure, & Learn
  29. 29. Thank YOU! SVP,  Co-­‐Founder   SpotRight   jp@spotright.com   @jp_lind   SVP,  Director   Leo  Burne@  Group   John.vanderploeg@arcww.com   @johnnyvdp  
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