This document discusses the predictive power of social media analytics. It notes that while content is still important, data from social media now allows marketers to make content more actionable. It provides examples of how predictive social analytics can help identify the right audiences, determine what content is working best, where and when people are engaging with content. This allows companies to optimize their social media strategies and engage with customers in a more proactive way.

1. The Predictive Power
of Social Media
Social Fresh WEST 2014
Viralheat Confidential - Please do not distribute. 1

2. Significant market buzz

3. 3
Impressive customer list

4. Positive customer reviews

5. 5
!
!
•The role of social marketing is changing
•Content is still King but Data makes it actionable
•The Power of Predictive Social Analytics
!
!
!
!
Key Take Aways

6. Social Marketers Job - Before
Marketers Job - Before
Create Content
Publish

7. Social Marketers Goals - Before
Social Fresh survey 2013
7
50
37.5
25
12.5
0
2
8 7
27
50
Engagement Community Growth Leads Conversions Cost Reduction

8. Social Marketers Job - Today
Marketers Job - Now
Analyze
Create Content
Optimize
Publish
Optimize
Promote
React
Respond

9. Social Marketers Goals - Today
Shift from a broadcasting to business results

10. 10
Content is King and Data
matters

11. Great Content Works
11

12. Great Content Works
The average teenager can only concentrate on homework
for SIX minutes before switching to a tech device

13. 13
Market Challenge
Can you predict the success
or failure of it?
%08/50/##:
www.viralheat.com
There is a LOT of
content out there!
How do you make it relevant
to your audience?

14. 14
Business Challenge
!
“Existing Social Relationship Platforms aren’t
doing their job very well”……Data Platforms
will enable the entire social landscape
Nate Elliott, Vice President Forrester

15. Continous Cycle
15

16. 16
Predictive Social Analytics

17. 17
The 4 - W’s
1. Who is your audience
2. What content should (is) working
3. Where are people engaging with it
4. When are they engaging with it

18. Predictive Social Analytics
Consumers tell you
what matters to them.
Technology identifies
customer intent.
Proactive vs. Reactive
Engagement

19. 19
Identifying the Who
The flash vs. gotham:
determining
with social media data
Affinity
71%
53% 47% 59% 41%
29%
PEOPLE WHO WATCH
THIS ALSO TALK ABOUT
on
Brand
The emotional connection a consumer has with
a brand. Provides valuable insights into consumer
profiles, demographics, and potential buying behavior.
WHO’s
Talking about
BRAND AFFINITY
and predicting personas
WHO’s
Talking about
123,423 Social Mentions* 86,752 Social Mentions*
58%
sENTIMENT sENTIMENT
on
42%
78%of all brand-related tweets are sent by people
who also tweet about their favorite TV shows
*A mention is defined as when someone uses the specific word or phrase when posting to social media. Data for each
Analytics + Insights =
Actionable Data
Predicting buyer personas
defines your audience.
Align marketing efforts with
your desired audience.

20. 20
The MarrTihaeg Ee Market
Definitive life events

21. 21
The WedNding Pool
Tracked Keywords and Hashtags:
!
#imengaged #justengaged
#wereengaged #engaged #isaidyes
#shesaidyes I'm engaged”

22. The (Social MedTia) Engagement

23. Three month analysis of Facebook activity related to TV shows
Little/No activity
High activity
!
Descriptions:
All times Pacific Standard
Timing Matters

24. The BMuarskient Oevsesrv iMewarket
VoiP Business Phone:
• Crowded field
• Little market knowledge
• Consumer brand
• Messaging/Positioning
• Influencers

25. The (SocialM aMrkeet dOivaer)v ieEwngagement
• Identify Influencers
!
• Understand Conversation
!
• Determine Channels

26. Measuring Measuring ROI
ROI
• 500 paid pilot customers
! • High percentage influencers
! • Identified best terminology
! • Insights implemented directly
into campaign

27. 27
!
!
•The role of social marketing is changing
•Content is still King but Data makes it actionable
•The Power of Predictive Social Analytics
•Test and learn. Get ahead of the game!
!
!
!
Key Take Aways

28. 28
Social Fresh Invite
viralheat.com/beta

29. !
Thank you
!
jeff@viralheat.com
@jrevoy

30. 30
!
!
•The Content Challenge
•The Power of Predictive Social Analytics
•Case Studies
•B2C - The Engagement
•B2B - T-Mobile@Work
!
!
Agenda

31. Honeymoon Destinations!
Wedding Cakes!
Wedding Planners!
Who