This document discusses how to integrate social data into marketing strategies. It explains that social data is difficult to work with because it is dynamic, unstructured, and not tied to individual customers. However, integrating social data from multiple channels can provide insights into customer interests, behaviors, and relationships. This allows segmentation of customers and targeting them with relevant multi-channel campaigns. The document provides examples of how to apply social data and graph insights to use cases like predicting churn. It recommends getting data teams onboard, connecting social data to CRM, testing strategies, and learning from results.

1. #dma2013

4. the Money!!
Show Me
the Data!!

5. Why is social data so hard?
Dynamic & Unstructured!
Not tied to Individual Customers!
Not Really an Offer Channel!
Hard to Decipher Signals from Noise!
Difficult to Measure ROI!

6. SOCIALMEDIA
For most of us,
Social Data Sits in
its own Channel silo.

7. SOCIALMEDIA
It’s Time To INTEGRATE social Data.
MobilE
Retail
Online/Offline
CRM

8. Wait… What About Privacy?
All Data is Indexed from Public Profiles,
Content, and Connections!
Don’t Combine Personal Identifiable Information
with Social Data – (all anonymized and hashed)!
If you’re sharing data with 3rd parties,
provide NOTICE and CHOICE on
your privacy policy!

9. Social Stream-
Content
Social Graph
Connections
Primary Sources of Social Data

10. Social Stream – content

11. Social Graph: Maps Relationships…

12. Social Graph: Maps Relationships…

13. Link social to Profile

14. Graph Informs Segmentation
Explore • Test • Customize

15. Segment Differences

16. Segment Knowledge
How often Do They Use social?

17. Segment Knowledge
How often Do They Share Photos?

18. Pro Tip: Not JUST social!

19. Inner and Outer Circle Behavior

20. Inner Circle – Detail
Some Segments use Social Channels More Frequently with Close Friends

21. Outer Circle – Detail
While Others Choose to use Social Channels MORE Frequently for not-so-close friends

22. Turn Insight Into Action

23. Let’s Put it all Together…

24. What’s Graph + Social Good For?
2.
3.
1.

25. 1. Interested In:
Outdoor, Travel, Design
Bringing the whole family to Baja for Thanksgiving
this year! Does @SouthWest fly there from Denver?
#surftrip

26. 1. In market For:
Mountain Bikes
Travel to Crested Butte
Checking out the 2014 @Specialized lineup at
@REI. Crested Butte here I come!
74!

27. Reach
+
Relevance
+
Impact
connected to lots of
Outdoor Enthusiasts
Creates bike & Outdoor
content
Followed by Outdoor
Brands
Connected to Current
Customers
Others Engage with
Shared Content

28. Use Cases
Applying
Social Data & Graph
to
Multi-Chanel
Marketing

29. Having a challenging
morning with @ATT
“Customer Service”.
Time to jump ship to
@Verizon or @Sprint?
Another"
dropped call?
Seriously??
#ATTfail
iPhone 5S or
HTC One?
Anybody make
the switch?
Use Case – Predicting Churn

30. Get Started
1. get Data Players on Board
2. Connect Social Data To your Crm
3. Integrate Social Signals into
Multi-channel Strategies
4. Test, Measure, & Learn

31. Thank YOU!
SVP,
Co-­‐Founder
SpotRight
jp@spotright.com
@jp_lind
SVP,
Director
Leo
Burne@
Group
John.vanderploeg@arcww.com
@johnnyvdp