Finding Passion Points & Creating a Sustainable Social Interaction Model


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In this lively, interactive session, Chase and John discuss how advertising agencies and brand marketers are benefiting by developing a detailed social graph of a brand's targeted audience in preparation for a social media marketing campaign. These social graphs provide key demographic information, as well as an in-depth understanding of common interests and affinities. In addition, they identify those people that are most socially-connected to the target community and have potential influence on their purchasing decisions. Also, will discuss the latest technologies developed to create these detailed social graphs and the importance of widgets (or "WidgADs"), contests, consumer-generated content, and other social media best practices in getting influencer's engaged to ignite a campaign and make it go viral. Real world scenarios and case studies of successful affinity- and influencer-based viral marketing campaigns are presented and discussed.

Featured Speakers:
Chase McMichael, Founder & Chairman, UNBOUND Technologies
John De Marchi, Director, Saavn Interactive Media

Published in: Technology, Business
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  • Finding Passion Points & Creating a Sustainable Social Interaction Model

    1. 1. WOM Wednesday - December 3: Finding Passion Points & Creating a Sustainable Social Interaction Model
    2. 2. Agenda <ul><li>Key trends and challenges </li></ul><ul><li>What is Social Analysis – Social Graph </li></ul><ul><li>Using Affinities to find your influencers </li></ul><ul><li>Starting the Conversation </li></ul><ul><li>Case studies – the WidgAD </li></ul><ul><li>Best Practices </li></ul>
    3. 3. Key Trends Affecting Brand Marketing <ul><li>On the way up… </li></ul><ul><li>Social Networks </li></ul><ul><li>Viral/Word of Mouth Marketing </li></ul><ul><li>Friends/Influencers/Trend Spreaders </li></ul><ul><li>Building Community </li></ul><ul><li>Widgets/Widgads (replacing banner ads for Web 2.0) </li></ul><ul><li>On the way down… </li></ul><ul><li>Banner Ads </li></ul><ul><li>Mass Email Campaigns </li></ul>
    4. 4. Today’s Challenge <ul><li>As a Brand or Agency, how do I leverage new social media technology to identify , connect with , and engage my target audience so as to dramatically expand awareness of—and build community around—my brand </li></ul>
    5. 5. Understanding your customer <ul><li>Who in my consumer database is a possible influencer? </li></ul><ul><li>What social networks are my customers on? </li></ul><ul><li>Where do they group around what topics? </li></ul><ul><li>How do I connected with them? </li></ul>Target Community Based on Mapped Profiles Identified Consumers from Mapped Emails or social profiles
    6. 6. Social Analysis Large number of influencers Vast number of friends to proliferate the Brand’s message
    7. 7. Identifying Segmented Affinities “Social Graph”
    8. 8. Consumer Matched to Affinities
    9. 9. Identifying Key Influencers Community Members A Social Community Around One Affinity Trend Spreaders – The most connected within this community
    10. 10. Your Addressable Audience 17K are connected to 1.3 Mill Top Rank – People that have the most friends linked back to the 17K produce the best WOM reach.
    11. 11. Engaging Target Consumers <ul><li>Used to ENGAGE your target audience </li></ul><ul><li>Interactive widget functionality coupled with nano-targeted ad placement </li></ul><ul><li>Integrated with YOUR Social Graph data – Highly targeted </li></ul><ul><li>Patented viral functionality </li></ul><ul><ul><li>Built-in Registration </li></ul></ul><ul><ul><li>Contest facilitation </li></ul></ul><ul><ul><li>Branded content syndication </li></ul></ul><ul><ul><li>Personalization </li></ul></ul>Data-Driven Viral WidgAd Platform
    12. 12. Viral WidgAd-Sharing Process Branded Widget Placed on Influencer Sites Fans copy/paste widgets onto their profiles 2 1 3
    13. 13. Make Every Click Count In-context messaging drives call to action! Landing page links from specific content item
    14. 14. Tracking Who Got the WidgAD <ul><li>Who shared with whom </li></ul><ul><li>Number of referrals </li></ul><ul><li>Media Downloads </li></ul><ul><li>Streams </li></ul>Assure you reached your composition ParentID/ Profile 5 total referrals 3 Deep Child 1 degree Child 2 degree Child 2 degree Child 3 degree Child 3 degree
    15. 15. “Network-within-a-Network” Facebook MySpace Other Social Networks Jim Sarah Jill Ed Bill Sally Sue Jim Ed Ed Ed Ed Bill Social profiles that have widgets integrated with UNBOUND’s Social Graph API UNBOUND’s Widget-based “Network-within-a-Network” Friends Friend analysis fed back to the UNBOUND Social Graph Micro-Social Graphs Provide Intelligent Nano-Targeting for Ad Networks Sanjay Ping Trend Spreaders (Influencers)
    16. 16. How It All Works <ul><li>Identify exact target audience based on Advertiser criteria </li></ul><ul><ul><li>Matched to specific demographics, psychographics, affinities, locations </li></ul></ul><ul><li>Determine target audience’s affinities – What are they into? </li></ul><ul><ul><li>Music groups, sports, movies, books, TV, brands, etc. </li></ul></ul><ul><li>Identify Key Influencers within this community </li></ul><ul><li>Incentivize Influencers to expose brand to their fan bases </li></ul><ul><li>Wrap Brand messaging into interactive, shareable Widgets </li></ul><ul><ul><li>Incentives matched to consumer affinities </li></ul></ul><ul><li>Viral Seeding / Word of Mouth </li></ul><ul><ul><li>Influencers tell fans, fans tell friends, who tell their friends </li></ul></ul><ul><ul><li>Widgets distributed virally </li></ul></ul>
    17. 17. Achieving Viral Ignition Consumer Knowledge (Affinities + Influencers) Consumer Engagement Viral Ignition = + Target Influencers Establish Credibility Deliver Relevant Messages Activate Consumers Spread the Word
    18. 18. Case Study: BollyPOPtv <ul><li>Saavn </li></ul><ul><li>The worlds largest producer/ distributor of Bollywood content </li></ul><ul><li>The “Hollywood of India” </li></ul><ul><li>Benefits </li></ul><ul><li>Exact targeting to East Indian and Asian dance enthusiasts who are into Bollywood content </li></ul><ul><li>Over 10,000+ social connections to Influencers in just over a month </li></ul><ul><li>1.5 Million WidgAD views </li></ul><ul><li>400+ videos produced by influencers </li></ul><ul><li>Sponsored by Verizon </li></ul>
    19. 19. Case Study: VIBE Verses <ul><li>VIBE Verses Rap Battle Talent Contest </li></ul><ul><li>Benefits: </li></ul><ul><ul><li># of video streams increased by >100x (from 10K/mo to 1.2M/mo) </li></ul></ul><ul><ul><li>800% Return on Investment </li></ul></ul><ul><ul><li>60K new members </li></ul></ul><ul><ul><li>375K unique visitors </li></ul></ul><ul><ul><li>1.9M widget views </li></ul></ul><ul><ul><li>775K media views </li></ul></ul><ul><ul><li>5M monetized ad impressions </li></ul></ul>
    20. 20. Key Solution Steps <ul><li>Know your target consumers </li></ul><ul><ul><li>Demographics, geolocation, affinities </li></ul></ul><ul><ul><li>Who/What they’re connected to </li></ul></ul><ul><ul><li>Who influences them </li></ul></ul><ul><li>Use this knowledge to engage them </li></ul><ul><li>Incentivize the influencers </li></ul><ul><li>Empower your audience to participate in a brand conversation </li></ul>