Acxiom Social Insights:Project Vision<br />April 2011<br />
Social Media isn’t a fad, it’s a fundamental shift in the way we communicate<br />Some statistics that may <br />surprise you:<br /><ul><li>25% of search results for the world’s largest brands are linked to user-generated content.
34% of bloggers post opinions about products & brands; there are over 200 million blogs.
75% of consumers trust peer recommendations; 17% trust advertisements.
Each day, there are over 100 million new twitter posts.
The top personal goals for Twitter users are: Save more money (74.5%), Exercise more often (63.0%) and Lose weight (58.2%).
Median age of a Twitter user is 31, Facebook is 26, MySpace is 27.</li></li></ul><li>Use of social media is growing rapidly…<br />
…But marketers are still focusing spending on established channels<br />There is a huge opportunity for marketers to: <br />Learn about social media users’ interests and needs<br />Respond with meaningful and relevant content and offers<br />Based on our research, marketers have<br />been reluctant thus far to use social <br />media because:<br />lack of familiarity with the nuances of social media <br />Difficulty in tracking ROI to justify large budgets<br />Lack of suitable technology that can scale beyond 1-1 marketing<br />VS. <br />Source: Nielsen, August 2010<br />http://socialfresh.com/marketers-are-not-spending-their-money-where-users-arespending-their-time/#<br />
Social Media is disconnected from traditional CRM and other marketing<br />5<br />Email mkting.<br />Client <br />CRM<br />Online advert.<br />Social media silo<br />Quantifiable multi-channel approach<br /><ul><li>Tremendous amount of consumer insights
But: </li></ul>limited ability to take action at scale<br />measuring ROI on social campaigns is difficult<br />Mobile ads<br />
What if we could leverage social data in the same that Google infers intent from its users’ behavior?<br />Could we use social data in a similar way to improve engagement in traditional channels ?<br />Personalized & coordinated engagements: Leverage signals from user input to determine in-market intent, brand preferences, sentiment, and interests?<br />Reach and engage your audience: <br />Engaging consumers over time and <br />multiple channels?<br />Multi-dimensional insight: Selecting which market segments to target based on their demographic data and social data?<br />Marketing central nervous system: Automating targeting<br />
The emergence of social networks present marketers with an important challenge <br />There are three components to integrating social media with traditional multichannel <br />marketing platforms:<br /><ul><li>Detecting consumer intent and signals from social media and tying that back to consumer records</li></ul>Social Recognition<br /><ul><li>Presenting a multidimensional view of the consumer using all available social and traditional data
Discovering actionable insights and refining them into concrete recommendations
Tracking ROI of marketing campaigns across multiple channels</li></ul>Analytics<br /><ul><li>Automating campaigns that take advantage of:</li></ul>(a) timeliness<br />(b) content that suits the consumer<br />(c) optimal channels<br />Automated targeting<br />
Consumer Intent Targeting enabled by social recognition <br /><ul><li>Leverage social media to improve the relevance and timing of offers through prospecting email, corporate email.</li></ul>Potential influencer<br />Product category<br /><ul><li>Jessica Wilson
research, feeds</li></li></ul><li>Example: Building an affinity map for a television audience<br />Show<br />Actionable insight<br />Movie preference<br />Skins<br />We can find connections between viewing and interests over a period of time.<br />Jersey <br />Shore<br />E-commerce<br />opportunity<br />Vampire Diaries<br />In-market for products<br />Teen Mom 2<br />Lifestyle & Interests<br />Ultimate Fighter<br />E-commerce<br />opportunity<br />
Automating the engagement process is key to taking advantage of timely consumer signals<br />Analytics- combining social and traditional data<br />Automated targeting<br />Enrichment<br />Client CRM<br />Configurable Workflow engine<br /><ul><li>Enrichment with Acxiom & client offline database
Leads scoring</li></ul>Email<br />Integrated <br />multi-channel <br />ROI analysis & tracking<br />Online ad targeting<br />Mobile targeting<br />Value of an automated process:<br /><ul><li>Dealing with large volumes of data
Customizing the business rules for each persona
Enabling action on a timely basis </li></li></ul><li>Appendix <br /><ul><li>Privacy </li></ul>12<br />
Privacy – Understanding Consumer Expectations<br /><ul><li>WHAT WE DON’T DO</li></ul>collect non-public information<br />Collect information from private social networks <br /><ul><li>What we do</li></ul>Collect information where consumers post content in public sources with the intent of public consumption <br /><ul><li>Twitter, Blogs, Reviews, other social networks where consumers opt-in to put content into the public domains </li></ul>Review each collection source with privacy team to ensure compliance with TOS / Privacy statements<br />Ensure consumers have the ability to opt out <br />Conservative thoughtful approach keeping the consumers intent in mind <br />13<br />