How To Use Twitter For Business


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A beginner's Guide

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How To Use Twitter For Business

  1. 1. What's Clicking on Your Website: How to Understand and Deliver Exactly What Today's Web Visitors Want Annie Weinberger Dan Darnell Vice President, Director, Interwoven Optimost Marketing Marketing Autonomy Interwoven Confidential
  2. 2. Unstructured data represents 80% of all information Now we have the ability to understand it Autonomy Interwoven Confidential 2
  3. 3. Imagine if technology could help marketers… Read / listen to / watch every piece of content Form a conceptual understanding of, derive meaning from, and create conceptual relationships with all forms of customer information Automate processes that could not be automated before Autonomy Interwoven Confidential 3
  4. 4. We Call This Meaning Based Marketing Analyze all customer insights across information types Understand customers’ interests and intent Match customer needs with desired business outcomes Next-generation architecture optimized to deliver persuasive content Meaning Understanding Relevance Action Business Results Autonomy Interwoven Confidential 4
  5. 5. Automatically Create Customer Segments Understand both structured and unstructured / conceptual information across all customer touch points Leverage conceptual customer information (even sentiment) and content to automatically create accurate customer segments Discover new customer trends and optimize segments appropriately All automatically… Autonomy Interwoven Confidential 5
  6. 6. Automatically Act on and Optimize Segments Deliver the most relevant web experience based on this meaning-based segmentation Hyperlinking Directed Navigation Recommendations Hot & Breaking Implicit Profiling Autonomy Interwoven Confidential 6
  7. 7. Press and Analysts on Meaning Based Marketing Autonomy Interwoven Confidential 7
  8. 8. Meaning Based Marketing Autonomy Interwoven Confidential 8
  9. 9. Profiling & Personalization Product Recommendations Social Media Monitoring & Analysis Autonomy Interwoven Confidential 9
  10. 10. Metadata: The Secret to Success Metadata impacts everything Dynamic delivery Targeting and personalization Search and retrieval Navigation and relationship mapping Search engine optimization (SEO) Multichannel integration Taxonomies and vocabularies Fixed, structured, and hierarchical Dynamic, fluid and ever changing Categorization and classification Manual tagging Semi-automated recommendation Automated analysis and relationship mapping Autonomy Interwoven Confidential 10
  11. 11. Implicit Profile: The Old, Tag Based Way Tag Profile Dogs Madonna Cycling Labrador Autonomy Interwoven Confidential 11
  12. 12. Implicit Profile: The Meaning Based Marketing Way Concept Content offers: Hobbies Based Campaign: Pop Music Concepts 1 Dogs UGC 1 Man’s Best Friend 2 Concepts 2 Batman News Joker 3 4 Concepts 3 Entertainment Cycling Profile Pop Music Ideal Distance Action Madonna Autonomy Interwoven Confidential 12
  13. 13. Profiling & Personalization Example Target based on explicit (information provided by visitor) and implicit information (past interactions) Autonomy Interwoven Confidential 13
  14. 14. Agenda Profiling & Personalization Product Recommendations Social Media Monitoring & Analysis Autonomy Interwoven Confidential 14
  15. 15. Product Recommendation Challenges Customer profiles are quickly out of date and based on a partial view of information Products need to be constantly entered, updated, and removed from catalog management systems Analyzing and tagging the products people buy together Lack of understanding of customers and content leads to inaccurate recommendations Autonomy Interwoven Confidential 15
  16. 16. Deliver Meaningful Recommendations When you have a deep real-time understanding of customers and products you can make the right recommendations Game Site Concept 1 XBOX Gaming Blog Online Gaming Concept 2 Batman News Article Joker Concept 3 Ferrari Formula One Autonomy Interwoven Confidential 16
  17. 17. Featured Products Example Featured Items area promotes cross-selling, new products and upcoming events based on the concepts the customer is interested in. Autonomy Interwoven Confidential 17
  18. 18. Related Product Recommendations Related Products Related Products lets users quickly jump to products or services that are related to products, pages or downloads they have recently accessed Product categories change based on the interests and relevancy to each visitor Autonomy Interwoven Confidential 18
  19. 19. Agenda Profiling & Personalization Product Recommendations Social Media Analysis Autonomy Interwoven Confidential 19
  20. 20. Autonomy Interwoven Confidential 20
  21. 21. The Opportunity: Social Media Participation Ages 18-24 Social Media contains a lot of customer insight! Age 55+ Autonomy Interwoven Confidential 21
  22. 22. The Risks & Challenges with Social Media Legal Risks Unmonitored content can lead to damaging liabilities Brand Risks Unfiltered content can have a negative impact to the brand Revenue risk False scares based on a blog Challenges Quantity and velocity of information Manual categorization is impossible Sentiment varies wildly and rapidly Autonomy Interwoven Confidential 22
  23. 23. Why is Listening Difficult? Why is Listening Difficult? Conversations happen everywhere Volume of Social Media is exploding Social Media is poorly tagged Happens real time Sentiment varies wildly Autonomy Interwoven Confidential 23
  24. 24. Automated Social Media Analysis Creation and fostering of online communities Polls, ratings, forums, and RSS Automatic, real-time monitoring and aggregation Blogs, Twitter, YouTube, Forums, etc. Automated understanding and conceptual analysis Sentiment analysis Categorization Hyperlinking Autonomy Interwoven Confidential 24
  25. 25. Act on Social Media Analysis Automatically deliver relevant, personalized social media Post positive 3rd party social media content Connect visitors based on similar interests or expertise Respond quickly to capitalize on successful lines, and repair damage of complaints Filter and remove legally questionable content Autonomy Interwoven Confidential 25
  26. 26. Customer Case Study - VMS Innovative, web-based portal for 24/7, global news coverage and media management Combines news and ad monitoring and intelligence 1250 Television stations = 3800 hours of news per day 2000 hours of Podcasts and radio stations per day 470 corporate CMOs, Ad agencies Understands what is being said Autonomy Interwoven Confidential 26
  27. 27. The Unique Opportunity Understanding the human richness of all interactions with customers and prospects is fundamentally changing the nature of marketing Understand the meaning, sentiment and context of all customer interactions (including social media) Act on newly-discovered trends, opportunities Optimize the customer experience across every channel Autonomy Interwoven Confidential 27
  28. 28. Autonomy Interwoven Confidential 28
  29. 29. Over 400 OEMs – You may be using us already Autonomy Interwoven Confidential 29
  30. 30. Autonomy Interwoven Customers Autonomy Interwoven Confidential 30
  31. 31. Our Customer Results $30 million by five to tenfold $10+ million Increased Sales $3+ million 400 more orders $3+ million per week $1.9M the first by several million saved millions in Decreased year Euros support costs Costs Increased email click- donation click- Increased site Click- throughs by 103% throughs by 157% interaction by 153% throughs Improved from 59% to 79% voted Website of by delivering Customer the Year by users targeted content Satisfaction Autonomy Interwoven Confidential 31
  32. 32. Thank You Autonomy Interwoven Confidential 32