Audience Hacking - Sysomos - GrowCommerce 2017
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By David Berkowitz, Chief Strategy Officer, Sysomos. Given at GrowCommerce Digital Marketing Customer Acquisition Conference - 20 Jul 2017, New York City.
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Audience Hacking - Sysomos - GrowCommerce 2017
- 1. Audience Hacking: Finding a Needle in a Haystack David Berkowitz Chief Strategy Officer @ Sysomos
- 2. SOME RETAIL BRANDS I’VE WORKED WITH July 20, 2017 New York, NY
- 3. INSPIRATION FROM SOME OF THE WORLD’S BEST BRANDS July 20, 2017 New York, NY
- 6. What we’ll cover today July 20, 2017 New York, NY Product Development Finding Your Audience Engagement Promotion Tapping Advocates (& Their Owners)
- 7. Can you uncover audiences? The answer is… MABI July 20, 2017 New York, NY M Mentions (brand, topic) A Affinity (bio, community) B Behavior (media, channel) I Imagery (photo, video)
- 17. Engagement
- 20. Promotion
- 23. Tapping Advocates (and Their Owners)
- 25. Industry Trends
- 26. Do you know the #POTD or #OOTD? July 20, 2017 New York, NY
- 27. Crack down on discount code arbitrage July 20, 2017 New York, NY
- 28. “Out of stock” ripe for competitive sniping July 20, 2017 New York, NY
- 29. Thanks for joining! Here’s a recap: M Mentions (brand, topic) A Affinity (bio, community) B Behavior (media, channel) I Imagery (photo, video) Your new favorite hashtag: #OOTD (Outfit of the Day) Product Development Finding Your Audience Engagement Promotion Tapping Advocates Keep in touch: • dberkowitz@sysomos.com • @sysomos / @dberkowitz
Editor's Notes
- For years marketers have successfully tapped social listening and engagement technologies for competitive intelligence, customer service, and many other revenue-generating goals. Sysomos Chief Strategy Officer David Berkowitz will show you five highly effective ways marketers across multiple industries are mining social content to define their audiences, promote their brand, engage with prospects, expand their reach through brand advocates, and inform product development. INFORM PRODUCT Golin + McDonald’s: Influence all-day breakfast menu – (PUBLIC) Activision + Edelman: speed up product launch (and connect with customer service) – PUBLIC DEFINE AUDIENCE CDC + Ebola (PRIVATE) Soda brand + media lists (PRIVATE) ENGAGEMENT / INTRODUCTIONS Jackson Hole + Cactus: connect local businesses to consumers, even without a website – PUBLIC Georgia State University - Use Social Media to get Z to convert – PUBLIC PROMOTION Kingsford Charcoal: Nicest person in social media tracked down – PUBLIC Corona + Discover – PRIVATE Sports league + celeb influencer – PRIVATE TAP ADVOCATES (AND THEIR OWNERS) Nestle Purina Canada – Feed Your Cattitude (PUBLIC) Golin + PetSmart (PUBLIC) PREVENT the WORST Tech Company + threat detection TV network + finale leak
- Fodder today is inspired by many of the world’s top brands
- https://pixabay.com/p-1947829/?no_redirect
- https://pixabay.com/p-1947829/?no_redirect We found the needle!
- A lot of this is really easy – some of it could be done by an intern, at least in terms of the technological sophistication level. They’re not going to be able to know what to do with all of it though. Image: https://www.warnerbros.co.uk/whats-hot/articles/2015/september/smart-casual--vs-plain-old-smart
- https://freelanguage.org/learn-turkish/learn-turkish-in-just-20-minutes-a-day-with-glossikas-unique-method You can do it in just minutes a day!
- But listening isn’t enough
- This is about how to take action!
- Golin: monitoring social media conversations saw people wanted breakfast at all hours, day and night Influenced McDonald’s to offer all-day breakfast McD’s directly responded to people who asked about it in the past Said ‘your wish is granted’ https://sysomos.com/case-studies/golin/
- https://sysomos.com/case-studies/edelman/ Activision tapped customer service for feedback Edelman provided Activision them with critical audience insights about gameplay, bugs, and features that they were able to use to improve and speed up the release cycle after the game’s initial launch. - Rapid prototyping approach to it https://i5.walmartimages.com/asr/28305b1b-eef1-48a0-9b05-86a82fbebc38_1.5c390d95d10eb641fa8b73f011e5ed65.jpeg
- In order to understand how a government agencies was reaching different audiences, a sample of 250,000 of their followers were pulled. Those followers were broken down further into Doctors/Nurses, Students, Dads, Moms, and Agencies/Institutions. The agency then aligned messaging that resonated with each agency Note the profile of this guy – hilarious that he’s followed by Cinnabon https://twitter.com/NurseMike911 https://twitter.com/DanielleAlexisM
- Jackson Hole (image CC via Flickr @akalat) - https://www.flickr.com/photos/akalat/2666029929 Connect directly with customers – even without the need for a website https://sysomos.com/wp-content/uploads/2017/04/CaseStudy_Cactus_2017.pdf 870 local businesses Drive to a phone a store -
- NOT the brand and music festival – this is Smirnoff at iHeart http://blg.mktg.com/2013/10/smirnoff-mixes-it-up-the-iheart-radio-music-festival/ Beer company + Discover: Track hashtags related to event they’re sponsoring, see where product logo appears, reach out to influencers even when not mentioning the product Defining the sample of images Don’t boil the ocean
- Example shown: Rihanna + Miami Heat (Not actual star and league!) http://bleacherreport.com/articles/1980098-the-30-biggest-celebrity-sports-fans Used Search to identify new demographics & audience to target. Searched Key athlete using User Details and found that one of Athlete’s Most Authoritative followers was Star Pop Singer The league asked Athlete to reach out to Pop Star to ask her if she wanted a front row seat Pop Star agreed, attended the match and proceeded to tweet, post photos, etc. to her millions of followers across social. By doing this, the League was able to target an entirely new audience.
- Nicest Person in Social Media Wins Coal Kingsford Coal set out to find the nicest person in social media – and give them a year’s supply of coal and a kettle grill. - Used manners, had a very positive sentiment score. https://sysomos.com/case-studies/kingsford-charcoal/ https://sysomos.com/wp-content/uploads/2017/04/CaseStudy_Kingsford_2017.pdf
- https://sysomos.com/case-studies/golin/ End with Golin reference, just as we started with McDonald’s PetSmart – there’s a whole journey People are using Instagram as their pets How are pets using their experience when using #petsmart – it is often coming from the pets directly by people speaking as their pet The journey – ‘mom look how good I look in my new doggie outfit’ ‘I’m on my ride home’ – lots of photos in blue carts (eg #petsmart #cart, #cart #love) – new hashtag series #petsmartcart
- Image of the Day IOTD Outfit of the Day OOTD https://www.instagram.com/explore/tags/ootd/
- Discount code arbitrage -
- Find people complaining about out of stock issues, offer them something relevant Stats just from Q2 (note bump is from Mother’s Day)
- Discount code arbitrage