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Using emerging media data in developing marketing campaigns -slideshare - 101010

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Using emerging media data in developing marketing campaigns -slideshare - 101010

  1. 1. Ron Jacobs [email_address] Using Emerging Media Data for Developing Marketing Campaigns A Presentation for
  2. 2. <ul><li>Ron Jacobs </li></ul><ul><li>President, Jacobs & Clevenger </li></ul><ul><li>Co-Author, Successful Direct Marketing Methods </li></ul><ul><li>Sponsor, Ron Jacobs & Bob Stone Multichannel Marketing Communications Certificate Program, DePaul University </li></ul>
  3. 3. Agenda <ul><li>How marketers are capturing and using behaviors of decision makers, influencers and buyers that digital & social media tools can produce </li></ul><ul><li>How marketers are buying key audiences rather than buying specific media </li></ul><ul><ul><li>Using data for targeting & segmenting audiences </li></ul></ul><ul><li>Who is data mining social media, and what can you learn from it </li></ul><ul><li>New models for multichannel marketing attribution </li></ul><ul><li>The emergent mobile market place </li></ul>
  4. 4. Social Marketing Relevant KPI’s are being tracked, analyzed and used for program optimization & ROMI
  5. 5. Social commentary on Social Marketing… Future Man goes back to the 1960s AND “UPLOAD” PICTURES OF THEIR BREAKFASTS TO A “ FACEBOOK. ” AND OTHER PEOPLE WILL LOOK AT THE BREAKFASTS AND MAKE COMMENTS. SORRY TO BURST YOUR BUBBLE, DUDES ! BUT YOU ASKED. YES, THAT’S THE FUTURE. FUTURE MAN, I CAN’T BELIEVE PEOPLE WILL FIND THAT MORE INTERESTING THAN READING NEWSPAPERS OR WATCHING NETWORK TV!! SO YOU’RE SAYING PEOPLE WILL “ TWEET” WHAT THEY EAT” FOR BREAKFAST?
  6. 6. Businesses are taking social marketing seriously <ul><ul><li>The amount of video uploaded to YouTube every minute </li></ul></ul><ul><ul><ul><li>24 hours </li></ul></ul></ul><ul><ul><li>The amount of time it would take to view every video on YouTube </li></ul></ul><ul><ul><ul><li>1,750 Years </li></ul></ul></ul><ul><ul><li>The number of YouTube videos viewed per day </li></ul></ul><ul><ul><ul><li>2 Billion </li></ul></ul></ul><ul><ul><li>The average number of tweets on Twitter.com every day </li></ul></ul><ul><ul><ul><li>65 Million </li></ul></ul></ul>
  7. 7. Businesses are taking social marketing seriously <ul><ul><li>The number of photos archived on Flikr.com as of June 2009 </li></ul></ul><ul><ul><li>13.6 Billion </li></ul></ul><ul><li>The amount of content (Links, news, posts, notes, photos, etc. shared on FaceBook weekly </li></ul><ul><ul><li>3.5 Billion </li></ul></ul><ul><li>The number of minutes spent on FaceBook daily </li></ul><ul><ul><li>16 Billon </li></ul></ul><ul><li>If FaceBook were a country </li></ul><ul><ul><li>It would be the 3 rd most populated in the world, behind China & India </li></ul></ul><ul><ul><li>The number of Articles on Wikipedia </li></ul></ul><ul><ul><ul><li>16 Million </li></ul></ul></ul>
  8. 8. Conversations are taking place around every category, every brand, and the entire buying process <ul><ul><li>Where are conversations taking place? </li></ul></ul><ul><ul><li>Who are the influencers driving them? </li></ul></ul><ul><ul><li>What is being talked about? (e.g. Keywords) </li></ul></ul><ul><ul><li>Is the Sentiment positive or negative? </li></ul></ul><ul><ul><li>Can keywords be turned into dialogues, multichannel copy? </li></ul></ul>
  9. 9. Intuit (Maker of Turbo Tax, Quickbooks, etc.) uses reviews on Amazon.com to dialogue with customers Reviewer Comment Intuit’s Action In-product messaging is annoying Fix to product allowed users to turn off cross-sell messages Excel Integration and Reports Center are top features Marketing messages now reflect these top features <ul><ul><li>Inuit has a 100% response rate to every review and every comment regarding QuickBooks Pro 2010, and executes across teams to improve based on the feedback </li></ul></ul>
  10. 10. Combining social/online data and offline data is a key to micro-targeting <ul><li>Social Data </li></ul><ul><li>Social Site Affiliation </li></ul><ul><li>Interests and brand affinities </li></ul><ul><li>Occupation </li></ul><ul><li>Education </li></ul><ul><li>Location </li></ul><ul><li>Reviews </li></ul><ul><li>Social Graph </li></ul><ul><li>Targeting friends </li></ul><ul><li>Extending reach </li></ul><ul><li>Social Affinity </li></ul><ul><li>Offline Data </li></ul><ul><li>Income </li></ul><ul><li>Presence of children </li></ul><ul><li>Home Ownership </li></ul><ul><li>Purchase Behavior </li></ul><ul><li>Lifestyles </li></ul><ul><li>Much more </li></ul><ul><li>Micro-Targeting </li></ul><ul><li>Targeted lists of people for postal and/or email programs </li></ul><ul><li>Serve display media to only people you want </li></ul><ul><li>Use customer insight to tailor messaging and media plan </li></ul>
  11. 11. Facebook is creating and capturing large amounts of data Facebook has 500 million active users 50% of active users log on every day Average user creates 90 pieces of content monthly 550,000 Facebook applications 70% of users engage with apps
  12. 12. Google’s data mining benefits their advertisers 79 million US Gmail Accounts Google has 145 million unique US visitors 1 billion searches daily Google data mines all search and Gmail as a resource for advertisers 96% of Googles profit is the result of ad revenue
  13. 13. Rapleaf, data mining the social space <ul><li>Rapleaf Data Mines </li></ul><ul><li>Who – demographics </li></ul><ul><li>Where – footprint online </li></ul><ul><li>What – affinities, interests </li></ul><ul><li>With Whom – friend connections </li></ul>Rapleaf Process <ul><li>Quick Facts </li></ul><ul><li>Data on 900+ million records </li></ul><ul><li>400+ million consumers </li></ul><ul><ul><li>60+ billion friend connections </li></ul></ul>
  14. 14. Use social sites to identify prospects and customers for email programs Case Study: Cosmetics Company - Company wanted to expand Facebook fan base -Customer on Facebook were identified -Company sent targeted email to Facebook customer base to fan/like on Facebook fan page -Company fanbase grew 10,000% in weeks <ul><li>Strategy: </li></ul><ul><li>-Identify existing and potential customers/leads on social networks </li></ul><ul><li>-Target email marketing to those on Facebook and Twitter </li></ul><ul><ul><li>Ask to fan/follow your page(s) </li></ul></ul><ul><ul><li>Ping potential ambassadors or influencers with special offers & incentives </li></ul></ul><ul><ul><li>Ping groups of friends </li></ul></ul><ul><li>-Ping users that change location (via LinkedIn, Foursquare,etc) </li></ul>
  15. 15. YOUR AD HERE YOUR AD HERE Marketers can target ads based on social data today Target: -Existing fans/followers -Friends of current fans/followers -Existing & prospective customers -Friends of prospects -Fans/followers of competitors -Custom created segments -Leverage metadata to facilitate sharing
  16. 16. A line of code is placed on your website. A user is tagged and added to your user population when they visit your site. When visiting an affiliated website, the user is served with a targeted ad. The user is brought back to your site for conversion. A. B. C. D. Remarketing increases conversions by targeting users that have already visited your website
  17. 17. Remarketing (AKA Retargeting) example
  18. 18. Remarketing (AKA Retargeting) example
  19. 19. Alterian’s Social Engagement Index 2010 Super Bowl TV Ads www.alterian-social-media.com/
  20. 20. Alterian’s Social Sentiment Engagement Index 2010 Super Bowl TV Ads www.alterian-social-media.com/
  21. 21. How much is a tweet, a fan or a follower worth? Cost Per Social Impression www.alterian-social-media.com/
  22. 22. Conversion & multichannel attribution
  23. 23. Barriers to better attribution models include technology, resource, and process challenges <ul><li>Most current attribution models are flawed </li></ul><ul><ul><li>The last touch standard or current session models </li></ul></ul><ul><ul><li>Causes over-invest in near-term conversion drivers </li></ul></ul><ul><li>The consumption and impact of media is interrelated with other media </li></ul><ul><ul><li>Traditional media is interrelated with Digital media </li></ul></ul><ul><ul><li>The relationship between display and search changes depending on products, brands, time of day, season, company, geography, etc. </li></ul></ul><ul><li>The multichannel effect is important in high-consideration situations </li></ul><ul><ul><li>e.g. Expensive, complex or involved offerings </li></ul></ul><ul><ul><li>Financial services offerings, family vacation or a choice of college </li></ul></ul>
  24. 24. Last ad standard Atlas Solutions, Microsoft Advertising
  25. 25. Engagement Mapping across channels Atlas Solutions, Microsoft Advertising
  26. 26. Mobile The next frontier for multichannel marketing
  27. 27. Mobile video application usage Source: Allot Communications, using data from a mobile user base of over 190 million subscribers
  28. 28. Mobile GPS offers new data to mine <ul><li>The chart on top tracks a mobile users daily travel and proximity and travel </li></ul><ul><li>The chart on the bottom tracks the locations of a mobile users friends </li></ul><ul><li>The patterns share similar structures </li></ul>Source: MIT reality mining project - gathered 500,000 hours (60 years) of cell phone usage on campus (e.g., call logs, Bluetooth proximity, towers ID, apps usage, status [charging, idle, off…])
  29. 29. The Obama Campaign iPhone application, downloadable from the iPhone app store <ul><li>Call Friends, a volunteering tool </li></ul><ul><ul><li>Contacts prioritized by key battleground states </li></ul></ul><ul><ul><li>Call stats, calls and results organized in one place, along with nationwide totals to compare against leading callers </li></ul></ul><ul><li>Get Involved </li></ul><ul><ul><li>Search and contact a local Obama HQ </li></ul></ul><ul><li>Receive Updates </li></ul><ul><ul><li>Sign-up for news and announcements via text message or email </li></ul></ul><ul><li>News </li></ul><ul><ul><li>Complete coverage of national & local campaign news </li></ul></ul><ul><li>Local Events </li></ul><ul><ul><li>Find and share local events by email, get maps and directions </li></ul></ul><ul><li>Media </li></ul><ul><ul><li>Browse videos and photos from the campaign </li></ul></ul><ul><li>Issues </li></ul><ul><ul><li>Get facts about plans and essential issues </li></ul></ul>
  30. 30. Conclusions <ul><li>The goal of all marketing communications is to shift behavior </li></ul><ul><ul><li>Monitoring social and offline KPI’s can help you to recognize success </li></ul></ul><ul><li>Mining Data can help you to learn if your brand conversations are relevant, valuable, and accountable </li></ul><ul><ul><li>Using social marketing data to target is very 2011 </li></ul></ul><ul><li>Change the current media buying mindset from CPM (Cost to Reach) to Cost Per Engagement or Relationship </li></ul><ul><li>Customer engagement is attributable to customer experience </li></ul><ul><ul><li>Relevancy is both earned and bought </li></ul></ul><ul><ul><li>It’s not Push or Pull… It’s Push and Pull!!! </li></ul></ul>
  31. 31. Questions & Answers Questions?
  32. 32. Thank You! [email_address]

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