Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Fueling MarketingCampaignswith Social InsightJohn Derrico, Sr. Enterprise Sales Engineer@johnaderricoJune 14, 2013
Agenda Campaign planning today What’s possible with social data Example/ demo
3Welcome to the age of thecustomer
Connected Customers Connected EmployeesConnected Partners2.5 Billionconnected users
Source: IDC, Mary Meeker KPCBDataShared(Zettabytes)9x Growth in SharedContent in 5 years3.2Bn Facebook Likes500M Tweets100...
675%Consumers feel moreconnected to brands onFacebook1
750%More likely to purchasefrom a company onLinkedIn2
feel that brands listento them more throughsocial channels135%Butonlyhttp://www.technology-digital.com/web20/75-of-consume...
9How are you integratingsocial data into yourcampaigns?
So why isn’teveryonedoing it?
Difficult to1 aggregatedata across hundreds of sources
• Difficult to122 the data once it’s collectedfilter & organize
Difficult to133 infer contextfrom the data
So what’spossiblewith social data?14
15You can drive campaignreach & engagement
You can gain aDeeper understandingof your audience Integrate social with enterprise data Understand interests and sentim...
You can connect your audience withrelevant content Analyze past content performance Identify what resonates by audience...
You cananalyze and adjustin real-time
How can marketers buildcampaigns that resonateusing social data?
ExampleProduct Launch Campaign Studied BlackBerry’s Z10 as an example Product launched February 2013 Data collected usi...
21
Identify the audience22WithoutSocial Data• Use CRM to search for current/prior productowners• By demographic• By purchase ...
23Everyone talking aboutBlackberry by ageLink tochart
24Breakdown of social users bytype of mobile device usedLink tochart
Where are people talking aboutBlackberry located?Link tochart
26Within the Blackberry segment whatapplications are they using to engage?Link tochart
Create the Content27Typically • Email announcement & offers by audience• Website content & offers• Social media announceme...
 Games are the top links28Placeholder for most popular linksLink tochart
 Blackberry had the most popular retweet, but did itresonate with the target audience?29Placeholder for most popular retw...
Execute & Analyze Results30Typically • Volume of mentions• Volume of retweets• Volume of click throughsWith Social Data + ...
Where does social data fit in aProduct Launch? Better identify your audience Create more relevant content Execute and a...
Summary32Embed social data throughout yourcampaign to ensure reach and driveengagement. Drive deeper insights into your a...
Thank You & Next Steps Register for Expert Series Training:http://dsft.ly/ExpertTraining Take a tour of the DataSift pla...
Thank YouJohn DerricoSr. Enterprise SolutionConsultant@johnaderricojohnaderricoFollow us:@DataSiftDataSift34
Upcoming SlideShare
Loading in …5
×

Social data for marketing campaigns

492 views

Published on

How to use social data to drive reach and engagement with content and your campaigns.
Build campaigns that resonate
1) Find the most engaged audience
2) Identify the most compelling content
3) Adjust tactics in real-time

Published in: Technology, Business
  • Be the first to comment

Social data for marketing campaigns

  1. 1. Fueling MarketingCampaignswith Social InsightJohn Derrico, Sr. Enterprise Sales Engineer@johnaderricoJune 14, 2013
  2. 2. Agenda Campaign planning today What’s possible with social data Example/ demo
  3. 3. 3Welcome to the age of thecustomer
  4. 4. Connected Customers Connected EmployeesConnected Partners2.5 Billionconnected users
  5. 5. Source: IDC, Mary Meeker KPCBDataShared(Zettabytes)9x Growth in SharedContent in 5 years3.2Bn Facebook Likes500M Tweets100M Instagram Photos250M Tumblr Posts200M Bitly Clicks70M+ Blogs, Forums024682009 2010 2011 2012 2013E 2014E 2015E
  6. 6. 675%Consumers feel moreconnected to brands onFacebook1
  7. 7. 750%More likely to purchasefrom a company onLinkedIn2
  8. 8. feel that brands listento them more throughsocial channels135%Butonlyhttp://www.technology-digital.com/web20/75-of-consumers-feel-more-connected-to-brands-on-facebook
  9. 9. 9How are you integratingsocial data into yourcampaigns?
  10. 10. So why isn’teveryonedoing it?
  11. 11. Difficult to1 aggregatedata across hundreds of sources
  12. 12. • Difficult to122 the data once it’s collectedfilter & organize
  13. 13. Difficult to133 infer contextfrom the data
  14. 14. So what’spossiblewith social data?14
  15. 15. 15You can drive campaignreach & engagement
  16. 16. You can gain aDeeper understandingof your audience Integrate social with enterprise data Understand interests and sentiment Identify demographic/behavioral segments
  17. 17. You can connect your audience withrelevant content Analyze past content performance Identify what resonates by audience Uncover content gaps
  18. 18. You cananalyze and adjustin real-time
  19. 19. How can marketers buildcampaigns that resonateusing social data?
  20. 20. ExampleProduct Launch Campaign Studied BlackBerry’s Z10 as an example Product launched February 2013 Data collected using a combination of DataSift’sHistorics, Demographics, and real time service Visualizations built using Splunk & Fusion Tables20
  21. 21. 21
  22. 22. Identify the audience22WithoutSocial Data• Use CRM to search for current/prior productowners• By demographic• By purchase historyWithSocial Data+ Find anyone talking about product+ Find those people unhappy with competitor+ Slice and dice by age, device, demographic+ Identify social feeds that audiences are mostactive on
  23. 23. 23Everyone talking aboutBlackberry by ageLink tochart
  24. 24. 24Breakdown of social users bytype of mobile device usedLink tochart
  25. 25. Where are people talking aboutBlackberry located?Link tochart
  26. 26. 26Within the Blackberry segment whatapplications are they using to engage?Link tochart
  27. 27. Create the Content27Typically • Email announcement & offers by audience• Website content & offers• Social media announcement & offersWith Social Data + Assess what’s important to your audience+ Identify important/trending content+ Extract positive/negative sentiment+ Identify topics of interest by audience+ Analyze content performance from prior campaigns+ Identify popular links being shared+ Identify popular links based on click-throughs+ Analyze most popular retweets
  28. 28.  Games are the top links28Placeholder for most popular linksLink tochart
  29. 29.  Blackberry had the most popular retweet, but did itresonate with the target audience?29Placeholder for most popular retweetsLink tochart
  30. 30. Execute & Analyze Results30Typically • Volume of mentions• Volume of retweets• Volume of click throughsWith Social Data + Assess reach (did we reach our audience)+ Analyze by age, device, location, segment+ Assess which content is resonating+ Analyze most popular links shared+ Analyze popularity based on click-throughs+ Evaluate positive/negative feedback on content+ Assess which channels are driving conversion
  31. 31. Where does social data fit in aProduct Launch? Better identify your audience Create more relevant content Execute and analyze results
  32. 32. Summary32Embed social data throughout yourcampaign to ensure reach and driveengagement. Drive deeper insights into your audience Connect them with relevant content Analyze and adjust in real-time
  33. 33. Thank You & Next Steps Register for Expert Series Training:http://dsft.ly/ExpertTraining Take a tour of the DataSift platform atwww.datasift.com To get started right away, email the DataSiftteam at hello@datasift.com33
  34. 34. Thank YouJohn DerricoSr. Enterprise SolutionConsultant@johnaderricojohnaderricoFollow us:@DataSiftDataSift34

×