Social Targeting: Understanding Social Media Data Mining & Analysis


Published on

Chase McMichael – CEO, InfiniGraph
Social Targeting: Understanding Social Media Data Mining & Analysis
With the advent of the social web, companies that aren’t actively mining, analysing and using social media data are missing a huge commercial advantage. In this session Chase McMichael will explain how social targeting works, including technologies, techniques and opportunities. He will also highlight the privacy challenges facing the industry.

  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Social Targeting: Understanding Social Media Data Mining & Analysis

  1. 1. Twitter @chasemcmichael<br />
  2. 2. Social Targeting : Understanding Social Media Data Mining & Analysis <br />Image by Michael Wu<br />
  3. 3. Unprecedented Cost-effective access<br /><ul><li>Twitter has reached 90 Million tweets a day
  4. 4. Facebook is now over 500 Million
  5. 5. eMarketer - 2010 social network spending will rise nearly 20 percent, to $1.68 billion, up from an earlier forecast of $1.3 billion in December. </li></li></ul><li>Hyper Communication is now<br />Consumers provide information on what they are into <br />
  6. 6. The Social universe<br />The Social Graph is EXPANDING<br />Image by JESS3<br />
  7. 7. Consumer have many Media Choices<br />Social Context and Data is MASSIVE for intelligent targeting<br />Social Database<br />
  8. 8. Facts about Social Targeting<br />You’re 5 times more likely to respond to marketing messages from a brand a friend uses than a brand with which they have no prior affinity<br />Social targeting leverages the most powerful contacts of existing brand fans<br />
  9. 9. Facts about Social Targeting<br />Social targeting companies license anonymous data from social networks, blogs and messaging platforms<br />Strong connections are identified by factors such as how recent the interaction is, how frequent it is and whether it’s reciprocated<br />
  10. 10. What are social Ads<br />
  11. 11. 1-800 Sees CTR Lift<br />
  12. 12. Friends Trust Friends<br />Knowing your friend “Like” something is greater than any advertisement can create <br />WHY? Friend to Friend Affinity and Trust<br />
  13. 13. Transform CRM into Social Relevance <br />Christian<br />Doesn’t Smoke<br />Straight<br />Conservative<br />Supports YMCA<br />Enjoys Scrapbooking<br />Does Drink<br />Single<br />No Children<br />Gets Manicures<br />Likes the beach<br />Eats at Chili’s<br />Around 5’7”<br />25-30 Years Old<br />Shops at Macy’s<br />Drinks Starbucks<br />Lives in Miami, FL<br />Female<br />Athletic<br />White<br />Amber Williams<br /><br />Found on<br />Likes Tome Hanks<br />Likes Miami Heat<br />College Graduate<br />Makes $45k-$65k/yr<br />Watches The Office<br />Reads C.S. Lewis<br />Works in IT space<br />Account Executive<br />Watches Comedies<br />Listens to Pop Music<br />
  14. 14. Social Intelligence- Connecting the dots<br />Industry Normalized Data To Increase Usability Based on SIC Codes<br /><ul><li>Work History
  15. 15. Friends/Community
  16. 16. Education Level
  17. 17. Brand Preference
  18. 18. Political Affiliation
  19. 19. Entertainment
  20. 20. Sports Affiliations
  21. 21. much more …</li></ul>In your data today:<br />Chase McMichael<br />1051 Menlo Oaks Dr.<br />Menlo Park CA 94025<br />Married, Father of 3<br />Income Level<br />Email Address<br />Phone Number<br /><ul><li>Influencer Rank
  22. 22. Blogs
  23. 23. Twitter Reach & Effectiveness
  24. 24. Comment Volume
  25. 25. Content Consumption Graph</li></li></ul><li>Social Databases Social CRM<br />The creation of these Social Database enables the ability to mine all that information allowing you to find and connect conservationists and the Collective Consciousness flow to identify people interested in particular topics <br />
  26. 26. Social Databases Social CRM<br />By capturing their user name and then following them once they follow you back a direct message is sent – this new form of mass marketing mass messaging its already being done today<br />
  27. 27. Expanding Social CRM - The Data Side<br />HIGH-VALUE<br />TARGET SEGMENT<br />
  28. 28. Top Rank Affinities – Social Keywords<br />People into a top baby product and its other affinities<br />Provides insight for co-marketing, social ad optimization and influence targeting.<br />
  29. 29. Sports Cross Relevance<br />Active fan of the Colts are also active vans of these teams<br />
  30. 30. Social Ad Targeting works!<br />Advertisers say the new wave of social-networking targeting is registering impressive results. <br />Daphne Liska, senior manager of Internet marketing at eBay, said the 33Across campaign was more successful than standard online ads."<br />
  31. 31. Facebook Ad buy Interface<br />
  32. 32. Ways to Target Social Ads<br />Serve ads on where friends graph is directly connected<br />Use social graph information to do retargeting on other ad networks <br />Mine your own data target based on relevant affinities and context<br />
  33. 33. Context Matters - Proof<br /> wanted to see proof that Social Intelligence would increase Click Through Rates (CTR) <br />The promotion: The 50 Most Badass Premier Legue Moments of the 2000’s<br />Results<br />Increased the (CTR) by 58%from the original post <br />Generated a 66% increase in Re Tweet driving broader social reach. <br />
  34. 34. CONTENT in context – Its Hot!<br />
  35. 35. SOCIAL RESONANCE Works<br />InfiniGraph ranks shared content based on people connections, influence <br />and brand affinity associations to identify Trusted Content Sources <br />
  36. 36. ContentConsumptionGraph<br />“The Content Stream”What is the health of your feed?<br /> BeforeAfter<br />Facebook & Twitter<br />Content Stream “Feed”<br />
  37. 37. Ads Target based on Content<br />Social Ad - 4% CTR<br />26<br />
  38. 38. INTELLIGENT CONTENT AUTOMATION<br />Content processing, link shortening, hash-tagging, ad insertion & distribution<br />TrustedContentSources<br />Sponsor Ad Insertion<br />Like, Share, Buzz & ReTweet <br />Company Branding<br />27<br />
  39. 39. TheProblem<br />Deliver relevance to the target consumers who drive purchasing, sharing and conversation<br />Peter Bordes: “I think we are heading into the "age of relevance" which moves beyond search, and this is a win win in regards to marketing and advertising... its also a win win for the consumer as it cuts down on noise.”<br />
  40. 40. Connections Analysis<br />Real-time social analysis of brands’ social community connections and content interaction to intelligently target the relevant audience<br />
  41. 41. Empowering Targeting<br />Without engagement, you won’t be moving the needle on the metrics that really matter <br />Can social targeting increase engagement? <br />Short Answer –Yes<br />
  42. 42. Privacy challenges<br />Behavioral targeting on social connections will open up a whole new host of privacy issues<br />Does the consumer know they are being targeted<br />Media6Degrees’ Phillips says “Privacy doesn’t tend to be one of the top concerns”<br />
  43. 43. Take Away<br />Social Ads work as seen with the growth of ad targeting on Facebook<br />Social graph and data is ad targeting nirvana <br />Relevance is criticalto making social ads work<br />Enabling customers to opt out is a must have <br />
  44. 44. Twitter @chasemcmichael @infinigraph<br /> All rights reserved.<br />Thank you!<br />