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Harvesting Consumer Intent from the Social Web


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From a panel at SxSW, moderated by Jolie O'Dell. Along with Jeff Janer, AJ Vaynerchuk, and me. Put this together as a presentation guide and recap.

Published in: Technology, Business

Harvesting Consumer Intent from the Social Web

  1. #intentHow toharvest consumer intent from the social Web
  2. The social web encourages us to send out a constant streamof likes, Tweets and check-ins. Things we’ve done and wantto share. Most of it, however, consists of past actions.But what about our future actions? Our interests? The thingsin our bucket lists? There’s a new interest graph emerging onthe web that allows us to express our passions and plans in away that should be far more valuable to brands andmarketers than our declaration of things we’ve already done.
  3. The social graph is who I know.The interest graph what I like.
  4. 1 How is the interest graph (and with it the expression of intent) changing how both consumers and brands use social media?
  5. The social graph allows us to connect and follow individuals.
  6. But we sometimes get more than we want.
  7. But if we could filter our “friends” based on interests and only “follow” the content that matters to us.
  8. It might be far more useful. We can filter and turn information into knowledge.
  9. Better yet it remains persistent. So even if we miss it in the serendipity of the stream, it’s there when we need it.
  10. Opportunity for brands, too. After 35 years of being a customer, AMEX doesn’t know me, at least not on Facebook.
  11. Enjoy a complimentary resort stay when you book a cruise of 7 nights or longer online with American Express Travel.Cruises? Maybe my friends like cruises.
  12. I’m a cyclist. Imagine if AMEX could market to my interests?
  13. 2 What are the platforms and the differences among them?
  14. add better explore sectionsFoursquare getting in the game.
  15. The Fancy
  16. Springpad will help convert interest to action with lots of useful enhancements and alerts.
  17. 3 Consumer are jumping on platforms like Pinterest, but do marketers yet understand the opportunity?
  18. Brands integrate more naturally into the interestgraph when compared to the social graph.
  19. Consumers are using these platforms as a wish-list and a scrapbook of interests and inspiration,This aggregated content informs brands ofconsumer aspiration and potential intent.
  20. Brands understand that Twitter can be used asa platform for conversation but most have notmade that connection with platforms likePinterest and others. The focus, for now, isbroadcasting content.
  22. 4.5% 1.3% 0.7%0.7% 3.3% 0.7%
  23. 4 How can brands and marketers start to leverage or take advantage of these platforms?
  24. Marketers, brands, platformshave a lot of work to do.
  25. It’s going to take a shift inperspective from ‘say & think’to ‘do & share.’
  26. If all you do is show,the only thing users will do is look.
  27. Fosterdiscovery Learn to engage in the new space Market to data
  28. Foster discovery with direct brand engagement: • set up profile with multiple notebooks • include context and utility • include non brand based assets • invite others to curate • support and encourage users • this is the basic stuff
  29. Engage in platform appropriate ways • go where you’re welcome • embrace your expertise in more than your own products • become a trusted source • link to & recognize your best advocates • sponsor tags
  30. Learn from and market to the data • Use the data (pins, springs) to learn what to do next - with your content, your marketing, your product • Make product data sharable - and worth sharing • Continuous engagement & improvement - through alerts and enhancements • Develop APIs and make your product data “free” in a much richer fashion
  31. Are any brandsgetting it right?
  32. Basic approach too many pins | all the same | little content variety
  33. Doing it better not only their own stuff
  34. Sharing, but capturing?
  35. Inspiring discovery and learning interests from it
  36. 6 What could they be doing?
  37. 7 What does success look like?
  38. Web traffic • For some brands Pinterest is already driving more web traffic than Google or Twitter. • It’s becoming a top traffic driver for women’s magazines. • Distribution channel for retailers and content brands.
  39. Brand awareness and engagement
  40. Outcomes in purchase and action (ROI) • Increased trust from demonstrating that you know someone’s interests rather than (marketing to) their demographics • More relevant engagement based on mutual interest • Relevant engagement leads to higher rates of conversion
  41. 8 How do brands get started?
  42. • explore all the sites• establish a presence• don’t commit to just one• learn conversation strategy• measure and track everything• create relationships with platforms• understand data and market to it