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. IAB @ OMMA Data Driven Marketing Conference Social Data Best Practices
- 2. Digital Advertising’s Largest & Most Active Trade Body Commerce Data Video Search Social Display Audio Mobile OMMADDM 2
- 3. Digital Media’s Biggest Tent 500+ leading media companies responsible for selling 86% of US online advertising. OMMADDM 3
- 4. All Things Data: A Resource IAB.net/data 4
- 5. New Social Data Document Defines Social Data: Components of Social Data Content Propagation and Measuring Social Action Best Practices: Dimensions of the Social Channel Data Usage and Privacy Social Data Terminology Contributing Companies: AddThis InPowered Disqus LocalResponse Glam Media Spotright Turner Broadcasting System iab.net/socialdata OMMADDM 5
- 6. Social Data Defined Any data extracted as a result of social media related interactions. Share, Like, Post, Blog, Video upload, etc.
- 7. Components of Social Data CONTENT CONSUMER ENGAGEMENT CONTENT ENGAGEMENT CONSUMER CONTENT CONSUMER ENGAGEMENT 7
- 8. Elements of Engagement INITIATION CONSUMPTION PROPAGATION INITATION PROPAGATION CONSUMPTION 8
- 9. Propagation MEDIUM SENTIMENT AMPLIFICATION MEDIUM SENTIMENT AMPLIFICATON MEDIUM SENTIMENT AMPLIFICATION 9
- 10. Components of Amplification FREQUENCY RESONANCE CAPACITY CAPACITY RESONANCE FREQUENCY DENSITY DENSITY 10
- 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 user 11
- 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 OMMADDM 12
- 13. Inspiration leads to Interaction 1
- 14. Thank you patrick@iab.net 14
Editor's Notes
- Hello My Name is Patrick Dolan, I’m the EVP and COO of the Interactive Advertising Bureau For those who are not familiar with the IAB we are the Trade Association for Digital Advertising, our mission is growth, the of interactive advertising. We do this through education, evangelism, making it easier to buy and sell through developing standards and prevent adverse legislation.
- We have over 500 members representing over 86% of us online advertising .I’ve got 15 minutes so there are 4 things I hope you take away from my presentation. One is how to access IAB’s great recourses on Data and Data Driven Advertising, Two is that you know about our new white paper on social data demystification and best practices released today, three to encourage everyone to participate in the industry wide self regulatory program because consumer privacy is important and 4 to remind everyone about the importance of big ideas and great creative.
- Can I have a show of hands of who has been to our Data Driven Advertising site?BeforeI jump into the new study I would like to let you know about IAB.net/data. All things data in one spot. This site explains data driven advertising in an easy to understand step by step process. It also includes videos and links to our other reports and studies such as the Data Primer, Data Lexicon, Site Tagging Best Practices and Attribution Primer. Studies by Forester and Winterberry Group on Attribution, DMPs and Marketing Use Cases of Data. There is a lot of good stuff here I suggest you take a look.
- Today I’m here to represent the IAB Data Council’s Social Data Working Group. After many months of hard work we are releasing the Social Data Demystification and Best Practices. Like much in the emerging field of data driven marketing there is a lot to learn and as terms emerge there isn’t always a clear understanding on what they mean. This documents was created to help demystify social data as well as be a tool for helping folks communicate more effetely by using the right terms. In this document the team also wanted to help marketers understand that simple ways of measuring success are not always valuable, that having lots of fans or followers does not always translate into robust social engagement or amplification. That having a better understanding of this data will inform better decisions. This paper looks at data from an analytics perspective as well as targeting. The promise is customer to customer marketing at scale.
- Social Data – over the past few years there has been an explosion in data and the use of data in advertising and marketing. The industry is still getting its head around the more traditional forms of online data, clickstream, key word, segmentation, etc. Though these techniques are more mainstream they have been around since the late ‘90s. Social media and the data it produces is a relatively new phenomenon. 5 years ago Facebook had 40 million users. There are more than a billion users on facebook and a robust market of tools and platforms for sharing content. The data that this social activity generates is not only massive in volume but extremely valuable for understanding consumer behavior, planning campaigns (and products) as well as enhancing more traditional data targeting segments. As the definition states social data is any data extracted as a result of social media related integrations. Such as shares, Likes posts Blogs Video uploads. As you can imagine it is mind boggling to get your head around so that is why the working group broke this down in more understandable components. Let me take you through them.
- To further define social data we break down to 3 dimensions we call these components- the first is Content: The discrete unit that is acted upon by the consumer. This could be blog post, article, video, song, status update etc.Consumer: Describes the individual either creating or consuming content and their relationship in the social graph – this includes demographics, friend count, followers and interestEngagement: The social action taken by the consumer – this is the real essence of the social phenomenon. Engagement has 3 phases. Initiation, Propagation and Consumption Initiation is the act of creating or uploading shareable content, this could be a status update, blog post, review, video etc. Consumption is the actually clicking on the link, reading the blog post etc.Propagation is the act of amplifying or sharing content to the users social graph this includes liking, commenting, re-tweeting, etc
- Initiation – The act of creatingposting content, video, tweetConsumption – more passive – more traditional visit, page views, time on site etcPropagation – the act of amplifying or sharing content
- PropagationMedium – what is the platform which the user propagates contentSentiment – measures the feeling of the user about the content or a brand – positive, negative, neutral – very hard to get this right given the complexities of communicaitonAmplification – measures the spread of consumer to consumer actions taken – amplification is
- Components of Amplification:Frequency: Number of social actions takenResonance: Measure of attention or actual exposure with content, dwell time, interaction ratesCapacity: Number of connections on ones social graph Density: How much a customers connection are connected to each other. The less dense the social graph the more likely the message will spread.
- Define metrics that matter up front
- DAA’s Digital Advertising Alliance's (DAA) Self-Regulatory Program for Online Behavioral Advertising.