SlideShare a Scribd company logo
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
© 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
© 2012 Buddy Media Inc. Proprietary and Confidential
© 2012 Buddy Media Inc. Proprietary and Confidential
© 2012 Buddy Media Inc. Proprietary and Confidential
So how can you tie this
into your business?




                     © 2012 Buddy Media Inc. Proprietary and Confidential
© 2012 Buddy Media Inc. Proprietary and Confidential
© 2012 Buddy Media Inc. Proprietary and Confidential
© 2012 Buddy Media Inc. Proprietary and Confidential
© 2012 Buddy Media Inc. Proprietary and Confidential
© 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
© 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
© 2012 Buddy Media Inc. Proprietary and Confidential
© 2012 Buddy Media Inc. Proprietary and Confidential
© 2012 Buddy Media Inc. Proprietary and Confidential
© 2012 Buddy Media Inc. Proprietary and Confidential
© 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
  • 3. RAISE YOUR HAND IF… YOU HAVE SHARING FUNCTIONALITY ON YOUR SITE. © 2012 Buddy Media Inc. Proprietary and Confidential
  • 4. KEEP IT RAISED IF… YOU KNOW HOW MUCH REVENUE IS BEING DRIVEN THROUGH SHARING. © 2012 Buddy Media Inc. Proprietary and Confidential
  • 5. KEEP IT RAISED IF… YOU KNOW HOW MUCH REVENUE IS BEING DRIVEN BY PRODUCT THROUGH SHARING. © 2012 Buddy Media Inc. Proprietary and Confidential
  • 6. KEEP IT RAISED IF… YOU KNOW HOW MUCH REVENUE IS BEING DRIVEN BY CUSTOMER THROUGH SHARING. © 2012 Buddy Media Inc. Proprietary and Confidential
  • 7. I needed something to help put all of my cords and plugs in my briefcase neatly… © 2012 Buddy Media Inc. Proprietary and Confidential
  • 8. So I asked for advice… …from my social network © 2012 Buddy Media Inc. Proprietary and Confidential
  • 9. © 2012 Buddy Media Inc. Proprietary and Confidential
  • 10. After all of the suggestions, I settled on a winner… © 2012 Buddy Media Inc. Proprietary and Confidential
  • 11. © 2012 Buddy Media Inc. Proprietary and Confidential
  • 12. 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
  • 13. I‟m not the only one who has taken to my social network to ask for recommendations… © 2012 Buddy Media Inc. Proprietary and Confidential
  • 14. © 2012 Buddy Media Inc. Proprietary and Confidential
  • 15. © 2012 Buddy Media Inc. Proprietary and Confidential
  • 16. © 2012 Buddy Media Inc. Proprietary and Confidential
  • 17. So how can you tie this into your business? © 2012 Buddy Media Inc. Proprietary and Confidential
  • 18. © 2012 Buddy Media Inc. Proprietary and Confidential
  • 19. © 2012 Buddy Media Inc. Proprietary and Confidential
  • 20. © 2012 Buddy Media Inc. Proprietary and Confidential
  • 21. © 2012 Buddy Media Inc. Proprietary and Confidential
  • 22. © 2012 Buddy Media Inc. Proprietary and Confidential
  • 23. Understand your conversion rate by network © 2012 Buddy Media Inc. Proprietary and Confidential
  • 24. Did you know… The average Facebook share generates $2.10 in incremental sales. -Aggregate ConversionBuddy Client Data © 2012 Buddy Media Inc. Proprietary and Confidential
  • 25. 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
  • 26. 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
  • 27. Four years ago, Facebook looked like this… © 2012 Buddy Media Inc. Proprietary and Confidential
  • 28. © 2012 Buddy Media Inc. Proprietary and Confidential
  • 29. What‟s missing? © 2012 Buddy Media Inc. Proprietary and Confidential
  • 30. No Comment button No „Like‟ button No Share button No Pages No Timeline/Ticker © 2012 Buddy Media Inc. Proprietary and Confidential
  • 31. In 2012, everyone is online and everyone is social. © 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
  • 33. Consider a puzzle © 2012 Buddy Media Inc. Proprietary and Confidential
  • 34. For all this time, we‟ve been missing one piece. © 2012 Buddy Media Inc. Proprietary and Confidential
  • 35. People want to be social everywhere online. You need to enable social experiences everywhere. © 2012 Buddy Media Inc. Proprietary and Confidential
  • 36. © 2012 Buddy Media Inc. Proprietary and Confidential
  • 37. © 2012 Buddy Media Inc. Proprietary and Confidential
  • 38. © 2012 Buddy Media Inc. Proprietary and Confidential
  • 39. © 2012 Buddy Media Inc. Proprietary and Confidential
  • 40. © 2012 Buddy Media Inc. Proprietary and Confidential
  • 41. 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
  • 42. So, what do you need to do? © 2012 Buddy Media Inc. Proprietary and Confidential
  • 43. Stop focusing just on the “where” © 2012 Buddy Media Inc. Proprietary and Confidential
  • 44. Start focusing on the “what” social experience that gets consumers sharing everywhere © 2012 Buddy Media Inc. Proprietary and Confidential
  • 45. THANK YOU! E Jeff Ragovin @JeffRagovin Co-Founder and Chief Strategy Officer Buddy Media © 2012 Buddy Media Inc. Proprietary and Confidential

Editor's Notes

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