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Social Targeting: Understanding Social Media Data Mining & Analysis
The document discusses the rise of social media targeting and the importance of social data in marketing, emphasizing that consumers are more likely to respond to messages from friends. It details how social targeting leverages user connections and behaviors to optimize ad effectiveness and highlights increasing CTR through relevant, context-driven advertising. The text concludes with a note on privacy concerns related to behavioral targeting while asserting that relevance is key to successful social ads.
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Social Targeting: Understanding Social Media Data Mining & Analysis
- 1. Twitter @chasemcmichael @infinigraphchase.mcmichael@infinigraph.comhttp://blog.infinigraph.com.
- 2. Social Targeting :Understanding Social Media Data Mining & Analysis Image by Michael Wu
- 3. Unprecedented Cost-effective accessTwitterhas reached 90 Million tweets a day
- 4. Facebook is nowover 500 Million
- 5. eMarketer - 2010social network spending will rise nearly 20 percent, to $1.68 billion, up from an earlier forecast of $1.3 billion in December. Hyper Communication is nowConsumers provide information on what they are into
- 6. The Social universeTheSocial Graph is EXPANDINGImage by JESS3
- 7. Consumer have manyMedia ChoicesSocial Context and Data is MASSIVE for intelligent targetingSocial Database
- 8. Facts about SocialTargetingYou’re 5 times more likely to respond to marketing messages from a brand a friend uses than a brand with which they have no prior affinitySocial targeting leverages the most powerful contacts of existing brand fans
- 9. Facts about SocialTargetingSocial targeting companies license anonymous data from social networks, blogs and messaging platformsStrong connections are identified by factors such as how recent the interaction is, how frequent it is and whether it’s reciprocated
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- 11. 1-800 flowers.com SeesCTR Lift
- 12. Friends Trust FriendsKnowingyour friend “Like” something is greater than any advertisement can create WHY? Friend to Friend Affinity and Trust
- 13. Transform CRM intoSocial Relevance ChristianDoesn’t SmokeStraightConservativeSupports YMCAEnjoys ScrapbookingDoes DrinkSingleNo ChildrenGets ManicuresLikes the beachEats at Chili’sAround 5’7”25-30 Years OldShops at Macy’sDrinks StarbucksLives in Miami, FLFemaleAthleticWhiteAmber Williamsamber230@email.comFound onLikes Tome HanksLikes Miami HeatCollege GraduateMakes $45k-$65k/yrWatches The OfficeReads C.S. LewisWorks in IT spaceAccount ExecutiveWatches ComediesListens to Pop Music
- 14. Social Intelligence- Connectingthe dotsIndustry Normalized Data To Increase Usability Based on SIC CodesWork History
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- 21. much more …Inyour data today:Chase McMichael1051 Menlo Oaks Dr.Menlo Park CA 94025Married, Father of 3Income LevelEmail AddressPhone NumberInfluencer Rank
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- 23. Twitter Reach &Effectiveness
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- 25. Content Consumption GraphSocialDatabases Social CRMThe creation of these Social Database enables the ability to mine all that information allowing you to find and connect conservationists and the Collective Consciousness flow to identify people interested in particular topics
- 26. Social Databases SocialCRMBy capturing their user name and then following them once they follow you back a direct message is sent – this new form of mass marketing mass messaging its already being done today
- 27. Expanding Social CRM- The Data SideHIGH-VALUETARGET SEGMENT
- 28. Top Rank Affinities– Social KeywordsPeople into a top baby product and its other affinitiesProvides insight for co-marketing, social ad optimization and influence targeting.
- 29. Sports Cross RelevanceActivefan of the Colts are also active vans of these teams
- 30. Social Ad Targetingworks!Advertisers say the new wave of social-networking targeting is registering impressive results. Daphne Liska, senior manager of Internet marketing at eBay, said the 33Across campaign was more successful than standard online ads."
- 31. Facebook Ad buyInterface
- 32. Ways to TargetSocial AdsServe ads on where friends graph is directly connectedUse social graph information to do retargeting on other ad networks Mine your own data target based on relevant affinities and context
- 33. Context Matters -ProofComplex.com wanted to see proof that Social Intelligence would increase Click Through Rates (CTR) The promotion: The 50 Most Badass Premier Legue Moments of the 2000’sResultsIncreased the (CTR) by 58%from the original post Generated a 66% increase in Re Tweet driving broader social reach.