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Social Analytical Design By Geoff Colon

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From the SMX Social Media Marketing Conference in Las Vegas, Nevada, November 18-20, 2014. SESSION: Measure Up With Social Analytics. PRESENTATION: Social Analytics Design - Given by Geoffrey Colon, @djgeoff of @Bing. #SMX #11B

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Social Analytical Design By Geoff Colon

  1. 1. Social Analytical Design SMX Social Media Marketing #SMX November 19, 2014 Geoff Colon - @djgeoffe #BingAds Microsoft Confidential
  2. 2. • In the next five years, mobile advertising will grow over 300 percent from about $13 billion today to just under $40 billion • There is still a significant difference between revenue per click on mobile and revenue per click on desktop. But this is device mumbo jumbo. Let’s talk people… • Insight 1: Two types of targeting: Audience and Keywords. An audience is a group of targets that specify the smallest possible bucket of people. Microsoft Confidential
  3. 3. • Macro: Keywords are targeted based on user intent • Micro: Audience is identified based on various factors - Device / Location / Time of Day / Language / Gender / Income / Job Title / Age / Language / Interests / Behaviors • The More Micro the Information, the better ideas for CREATIVE!!! Microsoft Confidential
  4. 4. Macro: College graduate Lives in Seattle Writes a blog Dad Loves soccer Microsoft Confidential Micro: BA in Journalism and Communication Lives in Kirkland, WA / Rents Enjoys using Tumblr, Instagram 2 daughters Plays and watches
  5. 5. Microsoft Confidential
  6. 6. Microsoft Confidential Socrates and the Socratic Method 1. Shared goals and objectives 2. Shared questions and problems 3. Shared information and data 4. Shared modes of interpreting or judging that information 5. Shared specialized concepts and ideas 6. Shared key assumptions 7. A shared point of view (which enables you to pursue common goals from a common framework)
  7. 7. “Engagement, not solely profit and KPIs linked to revenue, is the true currency that people use to show their genuine interest and affinity.” – Natasha D. Smith, “Engagement: The True Currency” Microsoft Confidential
  8. 8. “Interest graphs have perceived utility and value because of the premise that people’s interests are a major aspect of who they are, forming part of their personal identity, and can be used as indicators of such things as what they might want to do or buy, where they might want to go, or who they might want to meet, follow or vote for. “ - Wikipedia Microsoft Confidential
  9. 9. “Search and Social Data should not live separately. The data you have from search can be used in social and vice versa to create one, unified KPI: Engagement Rate.” – @djgeoffe Microsoft Confidential
  10. 10. Building Value from others Value… Microsoft Confidential
  11. 11. Creating value from value others have Microsoft Confidential created
  12. 12. Microsoft Confidential
  13. 13. Microsoft Confidential
  14. 14. Remix Culture Insight 2: “Knowledge and manipulation of multi-media technologies is the current generation's form of literacy. This manipulation creates more data to enable future execution." Microsoft Confidential
  15. 15. Everywhere… Microsoft Confidential
  16. 16. 1. Distribution Microsoft Confidential
  17. 17. 2. Content Microsoft Confidential
  18. 18. 3. Human Behavior and Habits Microsoft Confidential
  19. 19. 4. UGC Microsoft Confidential
  20. 20. 5. Personalization Microsoft Confidential
  21. 21. 6. Engagement Microsoft Confidential
  22. 22. Microsoft Confidential § Distribution – Stores and people § Content – The Packaging, Digital Experiences § Human Behavior – Ego § Visual Experiences - Photography § Personalization – Your name § Engagement – Sharing, Mentions, Photos § Measurement – Reversed 11
  23. 23. Microsoft Confidential § Distribution – SMBs § Content – Educational § Human Behavior – Learning § Visual Experiences - Infographics § Personalization – Your business § Engagement – Participation, Mentions § Measurement – The #1
  24. 24. Microsoft Confidential § Distribution – Customers § Content – The Product § Human Behavior – Ego § Visual Experiences - Photography § Personalization – Your Look § Engagement – Sharing, Mentions § Measurement – Looking at possible IPO in 2015
  25. 25. Microsoft Confidential Agency: Premium Agency: Direct to SMB Advertiser: Direct to Premium Advertiser: § Distribution – Customers § Content – Personalized § Human Behavior – Utility § Visual Experiences - Snackables § Personalization – Your business § Engagement – Education, Adoption § Measurement – Performance Satisfaction Reversal
  26. 26. • “Change By Design” by Tim Brown • “The Lean Startup” by Eric Ries • “Here Comes Everybody” by Clay Shirky • “The Long Tail” by Chris Anderson Microsoft Confidential
  27. 27. Engagement: Twitter: @djgeoffe LinkedIn: LinkedIn.com/in/geoffreycolon SlideShare: SlideShare.net/geoffreycolon Blog: futuristlab.tumblr.com Book: disruptivemarketing.tumblr.com Microsoft Confidential

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