IAB @ OMMAData Driven Marketing     Conference Social Data Best Practices
Digital Advertising’s Largest & Most Active Trade Body                       Commerce             Data       Video        ...
Digital Media’s Biggest Tent    500+   leading media companies responsible           for selling 86% of US online advertis...
All Things Data: A Resource         IAB.net/data4
New Social Data DocumentDefines Social Data:Components of Social DataContent Propagation and Measuring SocialActionBest Pr...
Social Data Defined Any data extracted as a result of social media related  interactions.              Share, Like, Post,...
Components of Social DataCONTENT       CONSUMER       ENGAGEMENT          CONTENT        ENGAGEMENT        CONSUMER    CON...
Elements of EngagementINITIATIONCONSUMPTIONPROPAGATION      INITATION    PROPAGATION    CONSUMPTION8
Propagation    MEDIUM   SENTIMENT AMPLIFICATION        MEDIUM       SENTIMENT      AMPLIFICATON    MEDIUM         SENTIMEN...
Components of AmplificationFREQUENCYRESONANCECAPACITY      CAPACITY     RESONANCE     FREQUENCY      DENSITYDENSITY10
Best Practice Define metrics that matter up front Simple measurements are not always the best Always think of consumer ...
Protect Consumer Privacy     Advertising self-regulation         • Online behavioral         • Children’s privacy         ...
Inspiration leads to Interaction1
Thank you     patrick@iab.net14
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Presentation: Social Data Best Practices

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The Interactive Advertising Bureau debuts a new study regarding the best uses of the data being rendered by social media. How are we defining social data in the marketing economy? How is it already being used by marketers to enrich profiling and craft campaigns? What industry practices have emerged for managing and appending these unique data sets to the rest of the big data pile? And how do marketers position themselves to leverage social data and avoid its weaknesses?

Presenter
Patrick Dolan, EVP and COO, IAB

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Presentation: Social Data Best Practices

  1. 1. IAB @ OMMAData Driven Marketing Conference Social Data Best Practices
  2. 2. Digital Advertising’s Largest & Most Active Trade Body Commerce Data Video Search Social Display Audio Mobile OMMADDM2
  3. 3. Digital Media’s Biggest Tent 500+ leading media companies responsible for selling 86% of US online advertising. OMMADDM3
  4. 4. All Things Data: A Resource IAB.net/data4
  5. 5. New Social Data DocumentDefines Social Data:Components of Social DataContent Propagation and Measuring SocialActionBest Practices:Dimensions of the Social ChannelData Usage and PrivacySocial Data TerminologyContributing Companies:AddThis InPoweredDisqus LocalResponseGlam Media SpotrightTurner Broadcasting System iab.net/socialdata OMMADDM5
  6. 6. Social Data Defined Any data extracted as a result of social media related interactions. Share, Like, Post, Blog, Video upload, etc.
  7. 7. Components of Social DataCONTENT CONSUMER ENGAGEMENT CONTENT ENGAGEMENT CONSUMER CONTENT CONSUMER ENGAGEMENT7
  8. 8. Elements of EngagementINITIATIONCONSUMPTIONPROPAGATION INITATION PROPAGATION CONSUMPTION8
  9. 9. Propagation MEDIUM SENTIMENT AMPLIFICATION MEDIUM SENTIMENT AMPLIFICATON MEDIUM SENTIMENT AMPLIFICATION9
  10. 10. Components of AmplificationFREQUENCYRESONANCECAPACITY CAPACITY RESONANCE FREQUENCY DENSITYDENSITY10
  11. 11. Best Practice Define metrics that matter up front Simple measurements are not always the best Always think of consumer engagement Use socially optimized paid content to drive amplification Consumer privacy is important – don’t surprise the user11
  12. 12. Protect Consumer Privacy Advertising self-regulation • Online behavioral • Children’s privacy • Pharma, bloggers & piracy • Political advertising • Mobile apps & ads • Global self-regulatory harmonization & data standards Digital Advertising Alliance OMMADDM12
  13. 13. Inspiration leads to Interaction1
  14. 14. Thank you patrick@iab.net14

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