SlideShare a Scribd company logo
Marke&ng	
  to	
  Networked	
  
     Customers	
  

         Thomas	
  Bergstraesser	
  
             davai.com	
  
The	
  Social	
  Web	
  
 From	
  clicks	
                                                                                       From	
  ac9vi9es	
  
 to	
  leads	
                                                                                          to	
  leads	
  




•  The	
  social	
  web	
  is	
  changing	
  online	
  commerce	
  and	
  marke9ng	
  
  – Ubiquitous	
  access	
  enables	
  sharing	
  of	
  info,	
  opinions	
  and	
  statuses	
  in	
  real-­‐9me	
  
  – The	
  depth	
  of	
  interac9on	
  with	
  social	
  media	
  is	
  unprecedented	
  
  – Marke9ng	
  at	
  the	
  last	
  click	
  is	
  becoming	
  less	
  effec9ve	
  and	
  highly	
  compe99ve	
  
•  Businesses	
  are	
  forced	
  to	
  adapt	
  and	
  establish	
  rela9onships	
  with	
  customers	
  
   on	
  online	
  social	
  networks	
  
   – Online	
  lead	
  genera9on	
  leveraging	
  customer	
  referrals	
  and	
  brand	
  advocacy	
  
   – Sales	
  promo9on	
  through	
  personalized	
  offers	
  and	
  discounts	
  that	
  are	
  trackable	
  
   – Rela9on	
  management	
  through	
  rewards	
  and	
  recogni9on	
  of	
  online	
  par9cipa9on	
  
Customer	
  Engagement	
  on	
  	
  
                     the	
  Social	
  Web	
  
Marke9ng	
  on	
  the	
  Web	
  
                                                                             Search	
  	
                    Publisher	
  
                                                                             Engine	
                        Sites	
  


                                        Consumer	
                                                                                          Content	
  
                                                   Search/Browse	
                     Relevance	
  

                                                                                                               Content	
                                         Adver&ser	
  
                What	
  I	
  want	
                                    Intent	
                                                            [Last]	
  Click	
  

                                                                       Search	
  Engine	
  
                                                                                                                   Database	
  
                                                                                                                   of	
  Intent	
  




 Marke9ng	
  on	
  the	
  Social	
  Web	
  
                      Community	
  
                      (Network)	
  
                                                       Affinity	
  
                                                                                Social	
  Network	
  Services	
  
                                                  Conversa9on	
                                                                                   Ac9vity	
  
                                                                                                                                                   (lead)	
  
                                               Engagement	
  
                                                                                              Relevance	
  
                                                                           Social	
                                                                                Adver&ser	
  
Who	
  I	
  am	
  
                                              Encounter	
  
                                                                           Intent	
  
                                                                                                                    Encounter	
               Encounter	
  
Who	
  I	
  know	
  
                                                                           Social	
  	
  Market-­‐	
  	
  
What	
  I’m	
  doing	
                                                     Place	
  Engine	
  
                            Consumer	
                                                                              Database	
  of	
             Response	
  
What’s	
  my	
  opinion	
                                                                                           Social	
  Intent	
            (offer)	
  
What’s	
  happening	
  
Where	
  I	
  am	
  

                                                                                Davai.com	
  Confiden9al	
                                                                          3	
  
The	
  Networked	
  Consumer	
  
•  Networked	
  consumers	
  –	
  real-­‐world	
  conversa9ons	
  between	
  friends	
  online	
  
   – Similarity	
  between	
  people	
  sparks	
  connec9ons	
  resul9ng	
  in	
  conversa9ons	
  
   – Conversa9ons	
  between	
  people	
  breed	
  similarity	
  of	
  tastes,	
  opinions	
  and	
  behavior	
  
   – Shared	
  social	
  objects	
  -­‐	
  people,	
  places,	
  things	
  -­‐	
  are	
  communica9on	
  channels	
  for	
  the	
  
     spread	
  of	
  awareness	
  and	
  adop9on	
  
•  Network-­‐based	
  (word-­‐of-­‐mouth,	
  buzz,	
  influencer,	
  viral,	
  referral)	
  marke9ng	
  
   improves	
  on	
  tradi9onal	
  marke9ng	
  technologies	
  
  – Network	
  Neighbors	
  of	
  exis9ng	
  customers	
  are	
  significantly	
  (3-­‐5	
  9mes)	
  more	
  likely	
  to	
  
    respond	
  to	
  a	
  brand	
  message	
  or	
  product	
  offer	
  than	
  users	
  randomly	
  chosen	
  
  – Network	
  Structure	
  allows	
  ranking	
  of	
  the	
  network	
  neighbors	
  so	
  as	
  to	
  permit	
  the	
  
    iden9fica9on	
  of	
  a	
  small	
  subset	
  of	
  influen9al	
  individuals	
  
  – Network	
  Effects	
  can	
  significantly	
  (~20-­‐40%)	
  enhance	
  predic9ve	
  customer	
  models	
  
    over	
  the	
  ones	
  based	
  on	
  demographic,	
  geographic,	
  or	
  purchase	
  only	
  
Audience	
  Iden9fica9on	
  and	
  	
  
                                    Engagement	
  	
  
                                 Engagement	
  apps:	
  sweepstakes,	
  contests,	
                         Social	
  client:	
  streams,	
  filters	
  (keyword,	
  topic,	
  
                                 coupons,	
  group	
  buys,	
  surveys,	
  etc.	
  	
                       user),	
  alerts,	
  ac9ons,	
  recommenda9ons,	
  etc.	
  



                       Social	
  
                      Network	
                                                                                                                Networked	
  	
  
                                                                                                                                               Customer	
  
                                                               Social	
                                     Social	
  
                                                               Campaigns	
                                  Conversa9ons	
  
                                                                                                            	
  

                                                                                   Social	
  Profiles	
  
                             Ac9vity	
               Database	
  of	
              Social	
  Graph	
                                             Response	
  
                                                     Social	
  Intent	
            Social	
  Ac9vi9es	
  
S9mulate	
  user	
                                                                 Social	
  Objects	
                                                          Target	
  customers,	
  
ac9vity	
  that	
                                                                  	
                                                                           prospects	
  and	
  
iden9fies	
  interest	
                                                      Social	
  Ac9vity	
  Stream	
  
                                                                        (Processing,	
  Analy9cs	
  &	
  Data)	
  
                                                                                                                                                                influencers	
  with	
  
and	
  advocacy	
  for	
                                                                                                                                        personalized	
  
brand/product	
                                                                                                                                                 messages	
  /	
  sales	
  
                                                                                                                                                                offers	
  



                                                        Workbench:	
  social	
  rela9onship	
  management,	
  customer	
  
                                                        intelligence,	
  audience	
  segmenta9on	
  
Virtuous	
  Cycle:	
  Facebook	
  
                        More	
  fans	
  &	
  subscribers	
  


FB	
  Fan	
  Page	
  
                                                                                                       Social	
  
                                                                                                       Presence	
  
                                     Tabs	
  


                                       App	
  

                                                                                     Engagement	
  
                                                                                           Apps	
  
                                                                                                              Engaged	
  
                                                 More	
  likes	
  &	
  content	
                              Community	
  

                                                                                                                Higher	
  conversion	
  
FB	
  	
  
Profile	
       News	
  	
  
Page	
         Feed	
                                      Beger	
  
                                                         Targeted	
  
                                                              Ads	
  
                                            Ads	
  




                                                                                          Social	
  
                                                                                          Ad	
           Social	
  
                                                                                                         Shopping	
  
                                   More	
  fans	
  &	
  subscribers	
  
Audience	
  Iden9fica9on	
  and	
  	
  
                                  Engagement	
  Engine	
  
                                                                                                              Recommenda9ons	
  

Interac9ve	
  Content	
                                                                                                                                                                                         Real-­‐9me	
  Analy9cs	
  
                                                                                                               Engagement	
                                                      Profile	
  
                                                         Dashboard	
  
Wrap	
  your	
  content	
  with	
  social	
              •  Repor9ng	
  
                                                                                                               •  Conversa9ons	
  
                                                                                                               •  Campaigns	
                        Targeted	
  by	
            •  Agributes	
                 Understand	
  the	
  impact	
  of	
  social	
  
                                                         •  KPIs	
                                                                                                               •  Behavior	
  
gestures	
  that	
  foster	
  customer	
                 •  Adjustments	
  
                                                                                                               •  Games	
  
                                                                                                               •  Interac9ve	
  Ads	
  
                                                                                                                                                                                 •  Loca9on	
                   media	
  on	
  customers,	
  compe9tors,	
  
engagement	
  and	
  word-­‐of-­‐mouth	
                 	
                                                    •  Transac9on	
                                                                                  brand	
  to	
  op9mize	
  your	
  marke9ng	
  
                                                         	
  
(WOM)	
  to	
  boost	
  sales.	
                         	
  
                                                                                                                                                                                                                programs.	
  
                                                                                                               	
               User	
  self-­‐                                                 WOM	
  &	
  
o  Engagement	
  Apps	
  –	
  engage	
                                                                         	
               iden9fied	
                                                      Referrals	
     o  Gain	
  insight	
  by	
  tracking	
  and	
  
                                                                                                               	
               himself	
  
   your	
  fans,	
  followers,	
                                                                                                                                                                                   monitoring	
  your	
  social	
  
   subscribers	
  in	
  conversa9ons	
                                                                                                                                                                             campaigns	
  
                                                  Mining	
                                                            Community	
                                         Recogni9on	
  
                                                                                                                                                                                                                    •  Reach,	
  Content,	
  Leads	
  
    •  Contest,	
  Event,	
  Poll,	
  Vote,	
     •  Segments	
  
                                                                                     Ac9vity	
  &	
  
                                                                                     Connec9vity	
  
                                                                                                                                                  Engagement	
  &	
       •  Reputa9on	
  
                                                                                                                      Consumer	
                    Influence	
            •  Rewards	
  
       VIP	
                                      •  Interests	
  
                                                  •  Influence	
  
                                                                                                                  Network	
  formed	
                                     •  Offers	
                            o  Understand	
  the	
  demographics,	
  
                                                                                                                   through	
  direct	
                                    •  Cashback	
  
                                                  •  Behavior	
  
o  Social	
  Games	
  –	
  to	
  generate	
       •  Loca9on	
  
                                                                                                                     interac9on	
                                         •  Personaliza9on	
                      geographic	
  and	
  online	
  behavior	
  
                                                                                                                                                                          	
  
   qualified	
  leads	
  &	
  permissions	
        	
                                                                                                                                                               of	
  your	
  networked	
  customers	
  
    •  Choose	
  style,	
  Scratch	
  &	
                            Refine	
  
                                                                     Algorithm	
  
                                                                                                        Ac9vity	
  &	
  
                                                                                                        Connec9vity	
  
                                                                                                                                                  Social	
                	
  
                                                                                                                                                                                               Type	
  
                                                                                                                                                                                               determines	
  
                                                                                                                                                                                                                   •  Age,	
  Gender,	
  Loca9on,	
  
       Win	
                                                                                                                                                                                                             Ac9vi9es	
  
                                                                     	
  
                                                                                                                                                  Engine	
                	
                   recogni9on	
  

o  Social	
  Shopping	
  –	
  drive	
                                                                                                                                                                           o  Iden9fy	
  affinity	
  and	
  influence	
  
                                                         User	
  Model	
                                       Analy9cs	
                                                        Actor	
  
   commerce	
  transac9ons	
  with	
                     •  Demographics	
  
                                                                                                               •  Ac9vity	
  level	
  
                                                                                                                                                                                 •  Affinity	
  
                                                                                                                                                                                                                   for	
  each	
  of	
  your	
  customers	
  
                                                                                                               •  Connec9vity	
  
   exclusives	
  &	
  deals	
                            •  Geographic	
  
                                                                                                               •  Contribu9on	
  
                                                                                                                                                                                 •  Advocacy	
                     •  Influencers,	
  Advocates	
  
                                                         •  Network	
                   Changes	
                                                   Iden9fies	
                   •  Influence	
  
    •  Group	
  deal,	
  Giiing,	
                       •  Behavior	
                  	
  
                                                                                                               •  Sen9ments	
  
                                                                                                               •  Opinions	
                        individual	
  	
             •  Value	
  
                                                                                                                                                                                 •  Reciprocity	
  
       Exclusive,	
  

	
  
Mining	
  Associa9ons	
  from	
  Social	
  Media	
  
                              User	
  iden9fy	
  themselves	
  through	
  ac9ons	
  
                                        (par9cipa9on	
  in	
  campaigns)	
  




          Social	
  Web	
  

                                                  Actors	
  (users)	
  


                                                                           Ac9on	
  (verb)	
  



                                Social	
  Objects	
  (people,	
  places,	
  things)	
  
9me	
  




                                Business	
  classify	
  ac9ons	
  and	
  social	
  
                                  objects	
  (through	
  campaigns)	
  
Audience	
  Iden9fica9on	
  Approach	
  
     •  Iden9fy	
  brand	
  actors	
  by	
  running	
  viral	
  apps	
  that	
  engage	
  users	
  in	
  structured	
  ac9vi9es	
  on	
  social	
  media.	
  	
  
     •  Ac9vi9es	
  are	
  designed	
  in	
  a	
  way	
  that	
  whoever	
  engages	
  in	
  them	
  self-­‐iden9fy	
  himself	
  as	
  brand	
  actor.	
  	
  

Engagement	
  	
  App	
  

                               Social	
  Networked	
  



                                                              Actor	
  /	
  Social	
  Object	
  	
  
           Iden9fy	
  	
                                                 Graph	
  
         Brand	
  Actors	
  
                                                                                                       Associa9on	
  	
  
                                                                                                         Graph	
  
                                     Ac9vity	
  Stream	
  
                                        Mining	
                                                                              Scored	
  	
  
                                                                                                                            (centrality)	
  
                                                                                                                               Graph	
  
                                                                             Transforma9on	
                                                        Clustered	
  
                                                                                                                                                   (similarity)	
  
                                                                                                                                                      Graph	
  
                                                                                                              Scoring	
  


                                                                                                                                  Clustering	
                        • Brand	
  Advocates	
  
                                                Find	
  network	
  neighbors	
  with	
  similar	
  brand	
  affinity	
                                                  • Influencers	
  
                                                                                                                                                                      • Customers	
  
Analy9c	
  Flow	
  Hadoop	
  Map/Reduced	
  
                                                                                     Sequen9al	
  	
                                                           Sequen9al	
  	
  
App	
                                            ProfileUploader	
                       Files	
                          UserExtractor	
                          Files	
                            IndexBuild	
  
                                                                                                                                                                                                                                  Solr/Lucene	
                 SNAServer	
           Client	
  

                      Messages	
                       Upload	
                        Profiles	
                             Extract	
                             Users	
                              Build	
                                                    Serve	
  
                                                                                                                                                                                                                                      Index	
  




  Topic	
  Modeling	
  Flow	
  
                           DocSourceWriter	
                             DocIndexWriter	
                                   DocVectorWriter	
                                      LDAAnalyze	
                                               ReadParts	
  

                           	
                                            	
     index	
  
                                                                                                                            	
  generate	
                vector	
  
                                                                                                                                                                                   	
      lda	
  
                                                                                                                                                                                                                      Topic	
                 	
   upload	
  
          Users	
                  write	
              doc	
                                                                                                                                                         users	
                                                  Users	
  
                                                                                                          Index	
  




                                                                            PageRankMain	
  
  User	
  Ranking	
  Flow	
                                                                                                        UploadUserScores	
  


                                  Generate	
  
                                                         graph	
  
                                                                                score	
                  scores	
                     upload	
  
          Users	
                                                                                                                                              Users	
  




     Classifica9on	
  Flow	
  

                                  Demogra                                                                             Geograph
          Users	
                                            Users	
                        Users	
                                                Users	
                            Users	
                 Language	
                  Users	
  
                                   phics	
                                                                               ics	
  
Workbench	
  
Workflow	
  
Example	
  Campaign:	
  Pac6thBW	
  
Measure/Metric	
                    Value	
                  Interests:	
               Names:	
                      Loca9on:	
  
Dura9on	
  (weeks)	
                                 2	
  

Sponsors	
                                           3	
  

Par9cipants	
                                    155	
  

Ac9vi9es	
  (sponsors)	
                           63	
  
                                                             Language:	
                Topics:	
  
Ac9vi9es	
  (pac6thbw)	
                         429	
  

Visitors	
  (landing	
  page)	
             2,021	
  

L1	
  Reach	
  (sponsors)	
                 2,695	
  

L1	
  Reach	
  (pac6thbw)	
             145,350	
  
                                                             Declared	
  Network:	
                   Ac9ve	
  Network:	
  
Topic:	
  wine	
                                7785	
  

Topic:	
  shopping	
                            2065	
  

Loca9on:	
  seagle	
                            5137	
  

Social	
  Accelerator	
  

Ac9vi9es	
  Ra9o	
                                6.8	
  

L1	
  Reach	
  Ra9o	
                              54	
  

More Related Content

Recently uploaded

Google I/O Extended Harare Merged Slides
Google I/O Extended Harare Merged SlidesGoogle I/O Extended Harare Merged Slides
Google I/O Extended Harare Merged Slides
Google Developer Group - Harare
 
Choose our Linux Web Hosting for a seamless and successful online presence
Choose our Linux Web Hosting for a seamless and successful online presenceChoose our Linux Web Hosting for a seamless and successful online presence
Choose our Linux Web Hosting for a seamless and successful online presence
rajancomputerfbd
 
Dublin_mulesoft_meetup_Mulesoft_Salesforce_Integration (1).pptx
Dublin_mulesoft_meetup_Mulesoft_Salesforce_Integration (1).pptxDublin_mulesoft_meetup_Mulesoft_Salesforce_Integration (1).pptx
Dublin_mulesoft_meetup_Mulesoft_Salesforce_Integration (1).pptx
Kunal Gupta
 
How to Build a Profitable IoT Product.pptx
How to Build a Profitable IoT Product.pptxHow to Build a Profitable IoT Product.pptx
How to Build a Profitable IoT Product.pptx
Adam Dunkels
 
Girls call Kolkata 👀 XXXXXXXXXXX 👀 Rs.9.5 K Cash Payment With Room Delivery
Girls call Kolkata 👀 XXXXXXXXXXX 👀 Rs.9.5 K Cash Payment With Room Delivery Girls call Kolkata 👀 XXXXXXXXXXX 👀 Rs.9.5 K Cash Payment With Room Delivery
Girls call Kolkata 👀 XXXXXXXXXXX 👀 Rs.9.5 K Cash Payment With Room Delivery
sunilverma7884
 
(CISOPlatform Summit & SACON 2024) Keynote _ Power Digital Identities With AI...
(CISOPlatform Summit & SACON 2024) Keynote _ Power Digital Identities With AI...(CISOPlatform Summit & SACON 2024) Keynote _ Power Digital Identities With AI...
(CISOPlatform Summit & SACON 2024) Keynote _ Power Digital Identities With AI...
Priyanka Aash
 
Active Inference is a veryyyyyyyyyyyyyyyyyyyyyyyy
Active Inference is a veryyyyyyyyyyyyyyyyyyyyyyyyActive Inference is a veryyyyyyyyyyyyyyyyyyyyyyyy
Active Inference is a veryyyyyyyyyyyyyyyyyyyyyyyy
RaminGhanbari2
 
Best Practices for Effectively Running dbt in Airflow.pdf
Best Practices for Effectively Running dbt in Airflow.pdfBest Practices for Effectively Running dbt in Airflow.pdf
Best Practices for Effectively Running dbt in Airflow.pdf
Tatiana Al-Chueyr
 
TrustArc Webinar - 2024 Data Privacy Trends: A Mid-Year Check-In
TrustArc Webinar - 2024 Data Privacy Trends: A Mid-Year Check-InTrustArc Webinar - 2024 Data Privacy Trends: A Mid-Year Check-In
TrustArc Webinar - 2024 Data Privacy Trends: A Mid-Year Check-In
TrustArc
 
Three New Criminal Laws in India 1 July 2024
Three New Criminal Laws in India 1 July 2024Three New Criminal Laws in India 1 July 2024
Three New Criminal Laws in India 1 July 2024
aakash malhotra
 
Feature sql server terbaru performance.pptx
Feature sql server terbaru performance.pptxFeature sql server terbaru performance.pptx
Feature sql server terbaru performance.pptx
ssuser1915fe1
 
Recent Advancements in the NIST-JARVIS Infrastructure
Recent Advancements in the NIST-JARVIS InfrastructureRecent Advancements in the NIST-JARVIS Infrastructure
Recent Advancements in the NIST-JARVIS Infrastructure
KAMAL CHOUDHARY
 
CHAPTER-8 COMPONENTS OF COMPUTER SYSTEM CLASS 9 CBSE
CHAPTER-8 COMPONENTS OF COMPUTER SYSTEM CLASS 9 CBSECHAPTER-8 COMPONENTS OF COMPUTER SYSTEM CLASS 9 CBSE
CHAPTER-8 COMPONENTS OF COMPUTER SYSTEM CLASS 9 CBSE
kumarjarun2010
 
leewayhertz.com-AI agents for healthcare Applications benefits and implementa...
leewayhertz.com-AI agents for healthcare Applications benefits and implementa...leewayhertz.com-AI agents for healthcare Applications benefits and implementa...
leewayhertz.com-AI agents for healthcare Applications benefits and implementa...
alexjohnson7307
 
Types of Weaving loom machine & it's technology
Types of Weaving loom machine & it's technologyTypes of Weaving loom machine & it's technology
Types of Weaving loom machine & it's technology
ldtexsolbl
 
Litestack talk at Brighton 2024 (Unleashing the power of SQLite for Ruby apps)
Litestack talk at Brighton 2024 (Unleashing the power of SQLite for Ruby apps)Litestack talk at Brighton 2024 (Unleashing the power of SQLite for Ruby apps)
Litestack talk at Brighton 2024 (Unleashing the power of SQLite for Ruby apps)
Muhammad Ali
 
How Social Media Hackers Help You to See Your Wife's Message.pdf
How Social Media Hackers Help You to See Your Wife's Message.pdfHow Social Media Hackers Help You to See Your Wife's Message.pdf
How Social Media Hackers Help You to See Your Wife's Message.pdf
HackersList
 
"Mastering Graphic Design: Essential Tips and Tricks for Beginners and Profes...
"Mastering Graphic Design: Essential Tips and Tricks for Beginners and Profes..."Mastering Graphic Design: Essential Tips and Tricks for Beginners and Profes...
"Mastering Graphic Design: Essential Tips and Tricks for Beginners and Profes...
Anant Gupta
 
Use Cases & Benefits of RPA in Manufacturing in 2024.pptx
Use Cases & Benefits of RPA in Manufacturing in 2024.pptxUse Cases & Benefits of RPA in Manufacturing in 2024.pptx
Use Cases & Benefits of RPA in Manufacturing in 2024.pptx
SynapseIndia
 
Pigging Unit Lubricant Oil Blending Plant
Pigging Unit Lubricant Oil Blending PlantPigging Unit Lubricant Oil Blending Plant
Pigging Unit Lubricant Oil Blending Plant
LINUS PROJECTS (INDIA)
 

Recently uploaded (20)

Google I/O Extended Harare Merged Slides
Google I/O Extended Harare Merged SlidesGoogle I/O Extended Harare Merged Slides
Google I/O Extended Harare Merged Slides
 
Choose our Linux Web Hosting for a seamless and successful online presence
Choose our Linux Web Hosting for a seamless and successful online presenceChoose our Linux Web Hosting for a seamless and successful online presence
Choose our Linux Web Hosting for a seamless and successful online presence
 
Dublin_mulesoft_meetup_Mulesoft_Salesforce_Integration (1).pptx
Dublin_mulesoft_meetup_Mulesoft_Salesforce_Integration (1).pptxDublin_mulesoft_meetup_Mulesoft_Salesforce_Integration (1).pptx
Dublin_mulesoft_meetup_Mulesoft_Salesforce_Integration (1).pptx
 
How to Build a Profitable IoT Product.pptx
How to Build a Profitable IoT Product.pptxHow to Build a Profitable IoT Product.pptx
How to Build a Profitable IoT Product.pptx
 
Girls call Kolkata 👀 XXXXXXXXXXX 👀 Rs.9.5 K Cash Payment With Room Delivery
Girls call Kolkata 👀 XXXXXXXXXXX 👀 Rs.9.5 K Cash Payment With Room Delivery Girls call Kolkata 👀 XXXXXXXXXXX 👀 Rs.9.5 K Cash Payment With Room Delivery
Girls call Kolkata 👀 XXXXXXXXXXX 👀 Rs.9.5 K Cash Payment With Room Delivery
 
(CISOPlatform Summit & SACON 2024) Keynote _ Power Digital Identities With AI...
(CISOPlatform Summit & SACON 2024) Keynote _ Power Digital Identities With AI...(CISOPlatform Summit & SACON 2024) Keynote _ Power Digital Identities With AI...
(CISOPlatform Summit & SACON 2024) Keynote _ Power Digital Identities With AI...
 
Active Inference is a veryyyyyyyyyyyyyyyyyyyyyyyy
Active Inference is a veryyyyyyyyyyyyyyyyyyyyyyyyActive Inference is a veryyyyyyyyyyyyyyyyyyyyyyyy
Active Inference is a veryyyyyyyyyyyyyyyyyyyyyyyy
 
Best Practices for Effectively Running dbt in Airflow.pdf
Best Practices for Effectively Running dbt in Airflow.pdfBest Practices for Effectively Running dbt in Airflow.pdf
Best Practices for Effectively Running dbt in Airflow.pdf
 
TrustArc Webinar - 2024 Data Privacy Trends: A Mid-Year Check-In
TrustArc Webinar - 2024 Data Privacy Trends: A Mid-Year Check-InTrustArc Webinar - 2024 Data Privacy Trends: A Mid-Year Check-In
TrustArc Webinar - 2024 Data Privacy Trends: A Mid-Year Check-In
 
Three New Criminal Laws in India 1 July 2024
Three New Criminal Laws in India 1 July 2024Three New Criminal Laws in India 1 July 2024
Three New Criminal Laws in India 1 July 2024
 
Feature sql server terbaru performance.pptx
Feature sql server terbaru performance.pptxFeature sql server terbaru performance.pptx
Feature sql server terbaru performance.pptx
 
Recent Advancements in the NIST-JARVIS Infrastructure
Recent Advancements in the NIST-JARVIS InfrastructureRecent Advancements in the NIST-JARVIS Infrastructure
Recent Advancements in the NIST-JARVIS Infrastructure
 
CHAPTER-8 COMPONENTS OF COMPUTER SYSTEM CLASS 9 CBSE
CHAPTER-8 COMPONENTS OF COMPUTER SYSTEM CLASS 9 CBSECHAPTER-8 COMPONENTS OF COMPUTER SYSTEM CLASS 9 CBSE
CHAPTER-8 COMPONENTS OF COMPUTER SYSTEM CLASS 9 CBSE
 
leewayhertz.com-AI agents for healthcare Applications benefits and implementa...
leewayhertz.com-AI agents for healthcare Applications benefits and implementa...leewayhertz.com-AI agents for healthcare Applications benefits and implementa...
leewayhertz.com-AI agents for healthcare Applications benefits and implementa...
 
Types of Weaving loom machine & it's technology
Types of Weaving loom machine & it's technologyTypes of Weaving loom machine & it's technology
Types of Weaving loom machine & it's technology
 
Litestack talk at Brighton 2024 (Unleashing the power of SQLite for Ruby apps)
Litestack talk at Brighton 2024 (Unleashing the power of SQLite for Ruby apps)Litestack talk at Brighton 2024 (Unleashing the power of SQLite for Ruby apps)
Litestack talk at Brighton 2024 (Unleashing the power of SQLite for Ruby apps)
 
How Social Media Hackers Help You to See Your Wife's Message.pdf
How Social Media Hackers Help You to See Your Wife's Message.pdfHow Social Media Hackers Help You to See Your Wife's Message.pdf
How Social Media Hackers Help You to See Your Wife's Message.pdf
 
"Mastering Graphic Design: Essential Tips and Tricks for Beginners and Profes...
"Mastering Graphic Design: Essential Tips and Tricks for Beginners and Profes..."Mastering Graphic Design: Essential Tips and Tricks for Beginners and Profes...
"Mastering Graphic Design: Essential Tips and Tricks for Beginners and Profes...
 
Use Cases & Benefits of RPA in Manufacturing in 2024.pptx
Use Cases & Benefits of RPA in Manufacturing in 2024.pptxUse Cases & Benefits of RPA in Manufacturing in 2024.pptx
Use Cases & Benefits of RPA in Manufacturing in 2024.pptx
 
Pigging Unit Lubricant Oil Blending Plant
Pigging Unit Lubricant Oil Blending PlantPigging Unit Lubricant Oil Blending Plant
Pigging Unit Lubricant Oil Blending Plant
 

Featured

Everything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPTEverything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPT
Expeed Software
 
Product Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage EngineeringsProduct Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage Engineerings
Pixeldarts
 
How Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental HealthHow Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental Health
ThinkNow
 
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfAI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
marketingartwork
 
Skeleton Culture Code
Skeleton Culture CodeSkeleton Culture Code
Skeleton Culture Code
Skeleton Technologies
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
Neil Kimberley
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
contently
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
Albert Qian
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
Kurio // The Social Media Age(ncy)
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
Search Engine Journal
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
SpeakerHub
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
Tessa Mero
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Lily Ray
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
Rajiv Jayarajah, MAppComm, ACC
 
Introduction to Data Science
Introduction to Data ScienceIntroduction to Data Science
Introduction to Data Science
Christy Abraham Joy
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best Practices
Vit Horky
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project management
MindGenius
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
RachelPearson36
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Applitools
 

Featured (20)

Everything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPTEverything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPT
 
Product Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage EngineeringsProduct Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage Engineerings
 
How Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental HealthHow Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental Health
 
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfAI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
 
Skeleton Culture Code
Skeleton Culture CodeSkeleton Culture Code
Skeleton Culture Code
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
 
Introduction to Data Science
Introduction to Data ScienceIntroduction to Data Science
Introduction to Data Science
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best Practices
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project management
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
 

Marketing to networked customers

  • 1. Marke&ng  to  Networked   Customers   Thomas  Bergstraesser   davai.com  
  • 2. The  Social  Web   From  clicks   From  ac9vi9es   to  leads   to  leads   •  The  social  web  is  changing  online  commerce  and  marke9ng   – Ubiquitous  access  enables  sharing  of  info,  opinions  and  statuses  in  real-­‐9me   – The  depth  of  interac9on  with  social  media  is  unprecedented   – Marke9ng  at  the  last  click  is  becoming  less  effec9ve  and  highly  compe99ve   •  Businesses  are  forced  to  adapt  and  establish  rela9onships  with  customers   on  online  social  networks   – Online  lead  genera9on  leveraging  customer  referrals  and  brand  advocacy   – Sales  promo9on  through  personalized  offers  and  discounts  that  are  trackable   – Rela9on  management  through  rewards  and  recogni9on  of  online  par9cipa9on  
  • 3. Customer  Engagement  on     the  Social  Web   Marke9ng  on  the  Web   Search     Publisher   Engine   Sites   Consumer   Content   Search/Browse   Relevance   Content   Adver&ser   What  I  want   Intent   [Last]  Click   Search  Engine   Database   of  Intent   Marke9ng  on  the  Social  Web   Community   (Network)   Affinity   Social  Network  Services   Conversa9on   Ac9vity   (lead)   Engagement   Relevance   Social   Adver&ser   Who  I  am   Encounter   Intent   Encounter   Encounter   Who  I  know   Social    Market-­‐     What  I’m  doing   Place  Engine   Consumer   Database  of   Response   What’s  my  opinion   Social  Intent   (offer)   What’s  happening   Where  I  am   Davai.com  Confiden9al   3  
  • 4. The  Networked  Consumer   •  Networked  consumers  –  real-­‐world  conversa9ons  between  friends  online   – Similarity  between  people  sparks  connec9ons  resul9ng  in  conversa9ons   – Conversa9ons  between  people  breed  similarity  of  tastes,  opinions  and  behavior   – Shared  social  objects  -­‐  people,  places,  things  -­‐  are  communica9on  channels  for  the   spread  of  awareness  and  adop9on   •  Network-­‐based  (word-­‐of-­‐mouth,  buzz,  influencer,  viral,  referral)  marke9ng   improves  on  tradi9onal  marke9ng  technologies   – Network  Neighbors  of  exis9ng  customers  are  significantly  (3-­‐5  9mes)  more  likely  to   respond  to  a  brand  message  or  product  offer  than  users  randomly  chosen   – Network  Structure  allows  ranking  of  the  network  neighbors  so  as  to  permit  the   iden9fica9on  of  a  small  subset  of  influen9al  individuals   – Network  Effects  can  significantly  (~20-­‐40%)  enhance  predic9ve  customer  models   over  the  ones  based  on  demographic,  geographic,  or  purchase  only  
  • 5. Audience  Iden9fica9on  and     Engagement     Engagement  apps:  sweepstakes,  contests,   Social  client:  streams,  filters  (keyword,  topic,   coupons,  group  buys,  surveys,  etc.     user),  alerts,  ac9ons,  recommenda9ons,  etc.   Social   Network   Networked     Customer   Social   Social   Campaigns   Conversa9ons     Social  Profiles   Ac9vity   Database  of   Social  Graph   Response   Social  Intent   Social  Ac9vi9es   S9mulate  user   Social  Objects   Target  customers,   ac9vity  that     prospects  and   iden9fies  interest   Social  Ac9vity  Stream   (Processing,  Analy9cs  &  Data)   influencers  with   and  advocacy  for   personalized   brand/product   messages  /  sales   offers   Workbench:  social  rela9onship  management,  customer   intelligence,  audience  segmenta9on  
  • 6. Virtuous  Cycle:  Facebook   More  fans  &  subscribers   FB  Fan  Page   Social   Presence   Tabs   App   Engagement   Apps   Engaged   More  likes  &  content   Community   Higher  conversion   FB     Profile   News     Page   Feed   Beger   Targeted   Ads   Ads   Social   Ad   Social   Shopping   More  fans  &  subscribers  
  • 7. Audience  Iden9fica9on  and     Engagement  Engine   Recommenda9ons   Interac9ve  Content   Real-­‐9me  Analy9cs   Engagement   Profile   Dashboard   Wrap  your  content  with  social   •  Repor9ng   •  Conversa9ons   •  Campaigns   Targeted  by   •  Agributes   Understand  the  impact  of  social   •  KPIs   •  Behavior   gestures  that  foster  customer   •  Adjustments   •  Games   •  Interac9ve  Ads   •  Loca9on   media  on  customers,  compe9tors,   engagement  and  word-­‐of-­‐mouth     •  Transac9on   brand  to  op9mize  your  marke9ng     (WOM)  to  boost  sales.     programs.     User  self-­‐ WOM  &   o  Engagement  Apps  –  engage     iden9fied   Referrals   o  Gain  insight  by  tracking  and     himself   your  fans,  followers,   monitoring  your  social   subscribers  in  conversa9ons   campaigns   Mining   Community   Recogni9on   •  Reach,  Content,  Leads   •  Contest,  Event,  Poll,  Vote,   •  Segments   Ac9vity  &   Connec9vity   Engagement  &   •  Reputa9on   Consumer   Influence   •  Rewards   VIP   •  Interests   •  Influence   Network  formed   •  Offers   o  Understand  the  demographics,   through  direct   •  Cashback   •  Behavior   o  Social  Games  –  to  generate   •  Loca9on   interac9on   •  Personaliza9on   geographic  and  online  behavior     qualified  leads  &  permissions     of  your  networked  customers   •  Choose  style,  Scratch  &   Refine   Algorithm   Ac9vity  &   Connec9vity   Social     Type   determines   •  Age,  Gender,  Loca9on,   Win   Ac9vi9es     Engine     recogni9on   o  Social  Shopping  –  drive   o  Iden9fy  affinity  and  influence   User  Model   Analy9cs   Actor   commerce  transac9ons  with   •  Demographics   •  Ac9vity  level   •  Affinity   for  each  of  your  customers   •  Connec9vity   exclusives  &  deals   •  Geographic   •  Contribu9on   •  Advocacy   •  Influencers,  Advocates   •  Network   Changes   Iden9fies   •  Influence   •  Group  deal,  Giiing,   •  Behavior     •  Sen9ments   •  Opinions   individual     •  Value   •  Reciprocity   Exclusive,    
  • 8. Mining  Associa9ons  from  Social  Media   User  iden9fy  themselves  through  ac9ons   (par9cipa9on  in  campaigns)   Social  Web   Actors  (users)   Ac9on  (verb)   Social  Objects  (people,  places,  things)   9me   Business  classify  ac9ons  and  social   objects  (through  campaigns)  
  • 9. Audience  Iden9fica9on  Approach   •  Iden9fy  brand  actors  by  running  viral  apps  that  engage  users  in  structured  ac9vi9es  on  social  media.     •  Ac9vi9es  are  designed  in  a  way  that  whoever  engages  in  them  self-­‐iden9fy  himself  as  brand  actor.     Engagement    App   Social  Networked   Actor  /  Social  Object     Iden9fy     Graph   Brand  Actors   Associa9on     Graph   Ac9vity  Stream   Mining   Scored     (centrality)   Graph   Transforma9on   Clustered   (similarity)   Graph   Scoring   Clustering   • Brand  Advocates   Find  network  neighbors  with  similar  brand  affinity   • Influencers   • Customers  
  • 10. Analy9c  Flow  Hadoop  Map/Reduced   Sequen9al     Sequen9al     App   ProfileUploader   Files   UserExtractor   Files   IndexBuild   Solr/Lucene   SNAServer   Client   Messages   Upload   Profiles   Extract   Users   Build   Serve   Index   Topic  Modeling  Flow   DocSourceWriter   DocIndexWriter   DocVectorWriter   LDAAnalyze   ReadParts       index    generate   vector     lda   Topic     upload   Users   write   doc   users   Users   Index   PageRankMain   User  Ranking  Flow   UploadUserScores   Generate   graph   score   scores   upload   Users   Users   Classifica9on  Flow   Demogra Geograph Users   Users   Users   Users   Users   Language   Users   phics   ics  
  • 13. Example  Campaign:  Pac6thBW   Measure/Metric   Value   Interests:   Names:   Loca9on:   Dura9on  (weeks)   2   Sponsors   3   Par9cipants   155   Ac9vi9es  (sponsors)   63   Language:   Topics:   Ac9vi9es  (pac6thbw)   429   Visitors  (landing  page)   2,021   L1  Reach  (sponsors)   2,695   L1  Reach  (pac6thbw)   145,350   Declared  Network:   Ac9ve  Network:   Topic:  wine   7785   Topic:  shopping   2065   Loca9on:  seagle   5137   Social  Accelerator   Ac9vi9es  Ra9o   6.8   L1  Reach  Ra9o   54