1) Mobile advertising is projected to grow significantly over the next five years, reaching $40 billion globally. 2) There are two types of targeting in mobile advertising - audience targeting based on user attributes and behaviors, and keyword targeting based on user intent. More granular audience data allows for more creative ad content. 3) Engagement, not just revenue metrics, should be the currency for measuring success in social media according to the presentation.

1. Social Analytical Design
SMX Social Media Marketing
Microsoft Confidential
#SMX
November 19, 2014
Geoff Colon -@djgeoffe #BingAds

2. • In the next five years, mobile advertising will grow over 300 percent from
about $13 billion today to just under $40 billion
• There is still a significant difference between revenue per click on mobile
and revenue per click on desktop. But this is device mumbo jumbo. Let’s
talk people…
• Insight 1: Two types of targeting: Audience and Keywords. An audience is
a group of targets that specify the smallest possible bucket of people.
Microsoft Confidential

3. • Macro: Keywords are targeted based on user intent
• Micro: Audience is identified based on various factors - Device /
Location / Time of Day / Language / Gender / Income / Job Title
/ Age / Language / Interests / Behaviors
• The More Micro the Information, the better ideas for CREATIVE!!!
Microsoft Confidential

4. Macro:
College graduate
Lives in Seattle
Writes a blog
Dad
Loves soccer
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Micro:
BA in Journalism and Communication
Lives in Kirkland, WA / Rents
Enjoys using Tumblr, Instagram
2 daughters
Plays and watches

5. Microsoft Confidential

6. Microsoft Confidential
Socrates and the Socratic Method
1. Shared goals and objectives
2. Shared questions and problems
3. Shared information and data
4. Shared modes of interpreting or judging that
information
5. Shared specialized concepts and ideas
6. Shared key assumptions
7. A shared point of view (which enables you to
pursue common goals from a common
framework)

7. “Engagement, not solely profit and KPIs linked
to revenue, is the true currency that people use
to show their genuine interest and affinity.”
– Natasha D. Smith, “Engagement: The True
Currency”
Microsoft Confidential

8. “Interest graphs have perceived utility and value
because of the premise that people’s interests are a
major aspect of who they are, forming part of their
personal identity, and can be used as indicators of
such things as what they might want to do or buy,
where they might want to go, or who they might
want to meet, follow or vote for. “ - Wikipedia
Microsoft Confidential

9. “Search and Social Data should not live separately.
The data you have from search can be used in
social and vice versa to create one, unified KPI:
Engagement Rate.” – @djgeoffe
Microsoft Confidential

10. Building Value from others Value…
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11. Creating value from value others have created
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14. Remix Culture
Insight 2:
“Knowledge and manipulation of
multi-media technologies is the
current generation's form of literacy.
This manipulation creates more data
to enable future execution."
Microsoft Confidential

15. Everywhere…
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16. 1. Distribution
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17. 2. Content
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18. 3. Human Behavior and Habits
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19. Microsoft Confidential
4. UGC

20. 5. Personalization
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21. 6. Engagement
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22. Microsoft Confidential
 Distribution – Stores and people
 Content – The Packaging, Digital
Experiences
 Human Behavior – Ego
 Visual Experiences - Photography
 Personalization – Your name
 Engagement – Sharing,
Mentions, Photos
 Measurement – Reversed 11
years of decline in sales

23. Microsoft Confidential
 Distribution – SMBs
 Content – Educational
 Human Behavior – Learning
 Visual Experiences -
Infographics
 Personalization – Your business
 Engagement – Participation,
Mentions
 Measurement – The #1
preferred credit line for SMBs

24. Microsoft Confidential
 Distribution – Customers
 Content – The Product
 Human Behavior – Ego
 Visual Experiences -
Photography
 Personalization – Your Look
 Engagement – Sharing,
Mentions
 Measurement – Looking at
possible IPO in 2015

25. Microsoft Confidential
Agency:
Premium Agency:
Direct to SMB Advertiser:
Direct to Premium Advertiser:
 Distribution – Customers
 Content – Personalized
 Human Behavior – Utility
 Visual Experiences - Snackables
 Personalization – Your business
 Engagement – Education,
Adoption
 Measurement – Performance
Satisfaction Reversal

26. • “Change By Design” by Tim Brown
• “The Lean Startup” by Eric Ries
• “Here Comes Everybody” by Clay Shirky
• “The Long Tail” by Chris Anderson
Microsoft Confidential

27. Engagement:
Twitter: @djgeoffe
LinkedIn: LinkedIn.com/in/geoffreycolon
SlideShare: SlideShare.net/geoffreycolon
Blog: futuristlab.tumblr.com
Book: disruptivemarketing.tumblr.com
Microsoft Confidential