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The document discusses how companies can use social data to understand their most profitable customers and connections. It notes that while many companies have sharing functionality on their sites, few know how much revenue is being driven by social sharing and recommendations. The presentation encourages companies to implement social experiences across their online properties to encourage sharing, and to use analytics to understand what is being shared, how often, and how much revenue each share generates in order to improve marketing strategies.

Using Social Data to Determine
Your Most Profitable Customers
and Connections

Jeff Ragovin - @JeffRagovin
Co-Founder and Chief Strategy Officer
Buddy Media

© 2012 Buddy Media Inc. Proprietary and Confidential

What you‟ll learn today:

The Giants and the Patriots are going to the
Super bowl
It‟s Chinese New Year (year of the Dragon)
The power of social recommendations
How brands are implementing social
experience across the web
How companies can gauge the power of
sharing

© 2012 Buddy Media Inc. Proprietary and Confidential

RAISE YOUR HAND IF…

YOU HAVE SHARING
FUNCTIONALITY ON YOUR
SITE.

© 2012 Buddy Media Inc. Proprietary and Confidential

KEEP IT RAISED IF…

YOU KNOW HOW MUCH
REVENUE IS BEING DRIVEN
THROUGH SHARING.

© 2012 Buddy Media Inc. Proprietary and Confidential

KEEP IT RAISED IF…

YOU KNOW HOW MUCH
REVENUE IS BEING DRIVEN
BY PRODUCT THROUGH
SHARING.
© 2012 Buddy Media Inc. Proprietary and Confidential

KEEP IT RAISED IF…

YOU KNOW HOW MUCH
REVENUE IS BEING DRIVEN
BY CUSTOMER THROUGH
SHARING.
© 2012 Buddy Media Inc. Proprietary and Confidential

I needed something to
help put all of my
cords and plugs in my
briefcase neatly…

© 2012 Buddy Media Inc. Proprietary and Confidential

So I asked for advice…

…from my social
network

© 2012 Buddy Media Inc. Proprietary and Confidential

© 2012 Buddy Media Inc. Proprietary and Confidential

After all of the
suggestions, I
settled on a
winner…

© 2012 Buddy Media Inc. Proprietary and Confidential

The problem is they
have no idea how
people are sharing or
how much revenue is
being generated across
the social channels

© 2012 Buddy Media Inc. Proprietary and Confidential

I‟m not the only one
who has taken to my
social network to ask
for recommendations…

© 2012 Buddy Media Inc. Proprietary and Confidential

So how can you tie this
into your business?

© 2012 Buddy Media Inc. Proprietary and Confidential

Understand your
conversion rate by
network

© 2012 Buddy Media Inc. Proprietary and Confidential

Did you know…

The average Facebook share generates
$2.10 in incremental sales.
-Aggregate ConversionBuddy Client Data

© 2012 Buddy Media Inc. Proprietary and Confidential

Did you know…

The average conversion rate for a Facebook
share is 10.2%
-Aggregate ConversionBuddy Client Data

© 2012 Buddy Media Inc. Proprietary and Confidential

Did you know…

The most sharing for Internet retailers
occurs on Wednesdays, followed by
Thursdays.
-Aggregate ConversionBuddy Client Data

© 2012 Buddy Media Inc. Proprietary and Confidential

Four years ago,
Facebook looked like
this…

© 2012 Buddy Media Inc. Proprietary and Confidential

What‟s missing?

© 2012 Buddy Media Inc. Proprietary and Confidential

No Comment button
No „Like‟ button
No Share button
No Pages
No Timeline/Ticker

© 2012 Buddy Media Inc. Proprietary and Confidential

In 2012, everyone is
online and everyone is
social.

© 2012 Buddy Media Inc. Proprietary and Confidential

1
Nearly in 5 minutes online
is spent on social networks.
Source: comScore Media Metrix, March 2007 - October 2011

Source: comScore Media Metrix, March 2007 - October 2011

Consider a puzzle

© 2012 Buddy Media Inc. Proprietary and Confidential

For all this time, we‟ve
been missing one
piece.

© 2012 Buddy Media Inc. Proprietary and Confidential

People want to be social
everywhere online.

You need to enable social
experiences everywhere.

© 2012 Buddy Media Inc. Proprietary and Confidential

Brands need to know:

Where people are finding
products
How often they are sharing
products
How much revenue is being
driven per share

© 2012 Buddy Media Inc. Proprietary and Confidential

So, what do you need to do?

© 2012 Buddy Media Inc. Proprietary and Confidential

Stop focusing just on the “where”

© 2012 Buddy Media Inc. Proprietary and Confidential

Start focusing on the “what”
social experience that gets
consumers sharing everywhere

© 2012 Buddy Media Inc. Proprietary and Confidential

THANK YOU!
E

Jeff Ragovin
@JeffRagovin Co-Founder and Chief Strategy Officer
Buddy Media

© 2012 Buddy Media Inc. Proprietary and Confidential

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Jeff media post deck final

1. Using Social Data to Determine Your Most Profitable Customers and Connections Jeff Ragovin - @JeffRagovin Co-Founder and Chief Strategy Officer Buddy Media © 2012 Buddy Media Inc. Proprietary and Confidential

2. What you‟ll learn today: The Giants and the Patriots are going to the Super bowl It‟s Chinese New Year (year of the Dragon) The power of social recommendations How brands are implementing social experience across the web How companies can gauge the power of sharing © 2012 Buddy Media Inc. Proprietary and Confidential

32. 1 Nearly in 5 minutes online is spent on social networks. Source: comScore Media Metrix, March 2007 - October 2011 Source: comScore Media Metrix, March 2007 - October 2011

Editor's Notes

NOTE: DO NOT MENTION QVC AS A CLIENT!!!!!!!!!!
This shows the ability to share to Facebook directly from the product page
The product share then ends up both on the Timeline and as a story in the Ticker
This is just one example from our ConversionBuddy social commerce dashboard. You’re getting all of this revenue per share data.
This is what Facebook looked like in 2007
Mike:
This is an example of the Westin’s website, in which there is a poll on the right side of the page
When I take the poll, it prompts me to share to Facebook
That share then ends up on my Timeline
Additionally, the share ends up as a story in the Ticker
Here’s an example of the Build a Bear site providing a social experience

Jeff media post deck final

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Editor's Notes