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How marketers can use social media intelligence to make money


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Enclosed are three specific ideas on how marketers can leverage social media to extract new insight that drives more effective marketing. Enjoy!

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How marketers can use social media intelligence to make money

  1. 1. GONE FISHINGHow to weave a net with digital and social to gain competitive customer insight© 2010 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc.Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified,or distributed in any form or manner without the prior written permission of Experian Information Solutions, Inc.
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  8. 8. AGENDA • Framework – Ice Breaker • Digital – Ice Breaker • Social – Ice Breaker • Next Steps 9
  9. 9. Providing a big picture of how the pieces fit togetherFRAMEWORK 10
  10. 10. 11Source -
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  12. 12. Not everyonein marketingneeds to be atechnologist.
  13. 13. Just like not everyone inmarketing is a “creative.”
  14. 14. But technology and data must be oneof the pillars ofnew marketing.
  15. 15. You’re already responsible forthe outcome of marketing technology.
  16. 16. Shouldn’t you be the one driving?
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  20. 20. Capturing Behavioral InteractionsVisibility into all the channels or interaction, covering where and when engagement occurs 3RDSOCIAL MOBILE DIGITAL TRADITIONAL PARTY Append E-mail Append credit, Addresses survey, and so much moreWOM Syndication WAP SMS Display Email … Media Direct … Syndicated … Once you have an understanding of who your best customers are, you then need to be able to identify the channels and campaigns that are the most effective. On the surface, this is intuitive, but in our highly fragmented, socially connected digital world it is difficult to realize.
  21. 21. Linkages • Handle • IP • Domain • Cookie • Social-graph • MAC-Address • Followers • UserID • OpenID • Email • Number • Name • DeviceID • Address • Geo • Zip+4 • Phone • DMA • Store • ConsumerView 22
  22. 22. Linkages 23
  23. 23. Marketing Sophistication CurveWhere we start depends on where you are today… CROSS CHANNEL MULTI CHANNEL OPTIMIZATION MARKETING CHANNEL recognizing channel triggered and drip OPTIMIZATION preference campaigns CHANNEL scoring, modeling, response revenue / outcome EXECUTION and advanced attribution causation segmentation single channel, faster cycle enabled across personalized fire and forget times multiple platforms interaction file based list Persisting results voice of customer consolidated view processing over time per channel of customer 24
  25. 25. Paul: Suddenly self-aware Shock Determined Embarrassed 50, US Change Confidence Unhealthy Older male who has suddenly realised his weight has become a problem, and is determined to get back to his old, confident self. Surprised Realisation Where on Social Media can we find Paul? Paul has started to view diet and weight loss forums (e.g. Rational Emotional to try and find out the best way forward but doesn’t contribute much. He has not dieted before and is Paul’s Journey confused by conflicting advice on forums.Paul has never dieted before and although always slightly heaviermaintained a healthy lifestyle. However, following his separationfrom his wife 2 years ago, he started overeating and not exercising,and is now taking stock of his weight gain. Paul’s MindsetPaul is embarrassed and surprised by how his situation has crept up onhim, and wants a quick solution to the problem. He is determined to get Paul is assessing his options, and is aware that alli exists,back to his healthy, active lifestyle. however doesn’t know enough about it. He asks a few questions to find out more but hears a lot of conflicting advice and not sure what to think. Paul’s Passion PointsPaul loves watching TV with a beer in the evening, going out for He is motivated to consider alli because he’s looking for adinner with his friends and walking his dog. Work is important to solution which will help solve his weight issue and get himhim, and he spends much of his day in front of a computer. back on the path to a healthy, active lifestyle.
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  28. 28. Converting anonymous footprints into actionable insightsDIGITAL 29
  29. 29. 2. 1. Online Prospect A. Scoring AnonymousVisitor Tracking Append 30
  30. 30. A 31
  31. 31. A 32
  32. 32. A. 33
  33. 33. A. 34
  34. 34. 1. 35
  35. 35. 1. Universe of 50 million registered users and growing every day Experian is the 5th largest display media advertisers. 36
  36. 36. 1. 37
  37. 37. 2. 38
  38. 38. 2. 39
  39. 39. 2.Panel of 10MM households… Use an internet connection provided Whereby their entire browsing a partner ISP and searching history is exposed and connected to a physical name and address 40
  40. 40. 2. 41
  41. 41. Build Scoring Framework 2. Append all 1. Query online ConsumerView panel for members attributes to each Sites Visited showing high record in the “hot interest in relevant zone.” ….. Fredericks areas. 2. Sending Soma HerRoom Digital Buying Search Terms Signals ….. 3. Evaluate which Bras attributes and combination are most predictive of online interest Panty Lingerie Data points here are just for illustrative example. The exact terms would be defined during Identify Online Behavior step. 42
  42. 42. Analyze Against Past Campaigns 2. Compare estimate response rates of Online Panel versus prospecting model. Does the Online outperform always? At certain deciles of confidence? 2. Mail ? % Response Rate ? % Response 1. Create test Rate Prospect segments based Depth upon highest attribute correlation No- Mail Data points here are just for illustrative example. The exact terms would be defined during Identify Online Behavior step. 43
  44. 44. • % Anonymous?• Online scoring?• Online segmentation?• Joined a cookie pool?• Digital prospecting?• Re-targeting?• Cross-channel re-marketing? 45
  45. 45. Isolating insightful truths amongst the buzz of social gossipSOCIAL 46
  46. 46. SOCIAL CRM ::(AS DEFINED BY A PRAGMATIC, NUMBERS DRIVEN MARKETER)Leveraging the social channels, all of them, because theyare many, to gain actionable (trigger-able) insights that canbe used to drive messaging and contact strategy in otherchannels. 48
  47. 47. 3 4. 5.Reverse Append Connecting Coding & Counting 49
  48. 48. 3 50
  49. 49. 3~7B 51
  50. 50. Sample Match Results 37% of the 7,000 cross-referenced emails match a Facebook user account 70% of matching Facebook accounts were active within the last 3 months of the 2 ½ thousand matching users were Fans of 16 Facebook page• Time of last Facebook activity for matched Facebook user accounts:• Past week: 14% (368)• Past month: 33% (863) 3• Past 3 months: 70% (1,827)• Past year: 100% (2,594) 52
  51. 51. 4. 53
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  53. 53. Social ≠ First Click4. Measure the social effect of an ad, email or post, not just the first click Techlightenment’s Social Attribution platform helps you to understand who engaged, converted and interacted with your brand and the value of those interactions across generations of activity.
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  58. 58. Experian Social Monitoring Research Methodology 5. STEP 1 STEP 4 Ranging STEP 2 STEP 3 Painting the Finding Following the Target the the Target Scent TrailGoal is to be simple and scalable. Heritage of consumer data, marketing analytics, and databasetechnology fuels unique approach to harnessing unstructured social data and applying it toactionable audiences. Importance of benchmarking. Meaning to most social media data is based upon relevant landmarks. These can be generated by competitive comparison or historical trending (accounting for aggregate growth of social). 60
  59. 59. STEP 1 Ranging the 5.Pen Portraits represent a jumping off point… Target Income level: “Upper Middle / Lower Upper” Frequency: Transacts 3-5 month Average Basket: ~$85 Basket Count: 16 items Media Plan: “Sex in the City” Loyalty Level: Platinum Channel Coverage: 4 (Store, Social, Email, Direct) Mosaic Code: “A04 – Serious Money” “Super Mom”… for deeper insight discovery and recommendations for specific messaging 61
  60. 60. "cooking for allergies" 1 Diet 1. Childrens health 5. ("kids" or "children") and "obesity" ("mother" or "mum") and "cleaning" 2 HealthSTEP 1 ("mother" or "mum") and "housework" ("kids" or "children") and "housework" ("kids" or "children") and "chores" 3 Household cleaning 2. Domestic issues "DD" and ("parent" or "family") 4 Family group 3. General family issuesRanging "DS" and ("parent" or "family") "DH" and "family" and "kids" "DC" and ("parent" or "family") 5 6 Health Back to work 4. Mothers issues the "mother" and "breast cancer" and "children" "daughter" and "cervical cancer" "Mum" and "anxiety" "mum" and "stress" 7 8 Stay at home Work Target "mother" and "anxiety" "mother" and "stress" ("mother" or "mum") and " back to work" "Stay at home mum" 9 10 Bullying Contraception 5. Universal parenting issues "working mum" (“mum” or “mother”) and (“home working” or “working from home”) 11 Discipline "children" and "bullying" 12 Divorce "son" and "bullying" "daughter" and "bullying" 13 Family friendly "daughter" and "the pill" 14 Fostering ("kid" or "children") and "discipline" "Child" and "custody" and "Boyfriend" 15 Holidays "Child" and "custody" and "girlfriend" "divorce" and "children" and "custody" 16 School "family" and "friendly" 17 Sex "fostering" and ("children" or "kids") ("Kids" or "children") and "holidays" 18 Travel "family" and "holidays" 19 Work ("kids" or "children") and "tuition fees" "Finding" and "Primary School" 20 Budgeting "Finding" and "Secondary School" "daughter" and "boyfriend" and "sex" 21 Let off steam 6. Social release "son" and "girlfriend" and "sex" 22 Socialising "teenager" and "sleeping together" "daughter" and "facts of life" 23 Always ultra 7. Target brands "son" and "facts of life" "children" and "games" and "car journeys" 24 Duracell "children" and "entertain" and "car journeys" "working mother" 25 Fairy ("mother" or "DH") and "let off steam" ("mum or "Mother" or "DH") and "scream" 26 Gillette ("mum" or "mother" or "DH") and "scream" 27 Lenor ("mum" or "mother" or "DH") and "rant" ("mum" or "mother" or "DH") and "moan" 28 Max factor "meeting other parents" "mother" and "Always Ultra" and "pads" 29 Olay "mum" and "Always Ultra" and "pads" "Managing" and "Family" and "Budgets" 30 Oral b "living on a budget" and "children" "Saving money" and "family" and "Kids" 31 Pampers "mum" and "Duracell" "mother" and "Duracell" 32 Pantene "mum" and "Fairy Liquid" "mum" and "Fairy washing powder" 33 Pringles "mum" and "Fairy dishwasher tablets" 34 Feminine hygiene 8. Target categories "mother" and "Fairy Liquid" "mother" and "Fairy washing powder" 35 Hair care "mother" and "Fairy dishwasher tablets" Household“Super Mom” "mother" and "Gillette" 36 cleaning "mum" and "Gillette" "mum" and "Lenor" 37 Laundry "mother" and "Lenor" 38 Skin care "mum" and "Max Factor" "mother" and "Max factor" Technology "mum" and "Olay" 39 9. Mothers and technology support "mother" and "Olay" "mother" and "Oral B" 40 Alcohol 10. Parenting teenagers "mum" and "Oral B" "mother" and "pampers" 41 Depression "mother" and "Pantene" 42 Drugs "mum" and "pantene" "kids" and "pringles" 43 Exams ("mother" or "mum") and "sanitary towel" ("mother" or "mum") and "hair care" 44 Fostering ("mother" or "mum") and "stains" 45 Piercing "family" and "stain removal" Pen Portraits help focus qualitative "kids" and "stain removal" "kids" and "washing powder" "kids" and "fabric softner" 46 47 Sex Sexualisation ("mother" or "mum") and "skin care" 48 Tattoos research on 100’s of magazines, social networks, television programs, … which results in the preselection of specific etc. terms (86 in this case) and important categories (11) 62
  61. 61. STEP 1 5. "cooking for allergies" ("kids" or "children") and "obesity" ("mother" or "mum") and "cleaning" ("mother" or "mum") and "housework" 1 Ranging Diet 1. Childrens health ("kids" or "children") and "housework" ("kids" or "children") and "chores" "DD" and ("parent" or "family") "DS" and ("parent" or "family") 2 3 the Health Househo ld 2. Domestic issues "DH" and "family" and "kids" "DC" and ("parent" or "family") "mother" and "breast cancer" and "children" "daughter" and "cervical cancer" 4 Target cleaning Family group 3. General family issues "Mum" and "anxiety" "mum" and "stress" "mother" and "anxiety" "mother" and "stress" 200000 1. Nearly 100K domains 5 Health 4. Mothers issues ("mother" or "mum") and " back to work" "Stay at home mum" 2. Focused on “Family” themes Back to 6 work "working mum" (“mum” or “mother”) and (“home working” or 180000 3. Spanned 3 years 7 Stay at “working from home”) 4. Evaluated some 2M conversations home "children" and "bullying" 8 Work "son" and "bullying" 9 Bullying 5. Universal "daughter" and "bullying" "daughter" and "the pill" 160000 parenting issues ("kid" or "children") and "discipline" Contrace "Child" and "custody" and "Boyfriend" 10 ption "Child" and "custody" and "girlfriend" 11 Disciplin "divorce" and "children" and "custody" "family" and "friendly" 140000 e "fostering" and ("children" or "kids") 12 Divorce ("Kids" or "children") and "holidays" Family "family" and "holidays" 13 friendly Fosterin ("kids" or "children") and "tuition fees" "Finding" and "Primary School" 120000 14 "Finding" and "Secondary School" g "daughter" and "boyfriend" and "sex" 15 Holidays "son" and "girlfriend" and "sex" 16 17 School Sex "teenager" and "sleeping together" "daughter" and "facts of life" 100000 "son" and "facts of life" 18 Travel "children" and "games" and "car journeys" 19 Work "children" and "entertain" and "car journeys" "working mother" 20 Budgetin g ("mother" or "DH") and "let off steam" 80000 ("mum or "Mother" or "DH") and "scream" Let off ("mum" or "mother" or "DH") and "scream" 21 6. Social release steam ("mum" or "mother" or "DH") and "rant" Socialisin ("mum" or "mother" or "DH") and "moan" 22 g "meeting other parents" "mother" and "Always Ultra" and "pads" 60000 Always "mum" and "Always Ultra" and "pads" 23 7. Target brands ultra "Managing" and "Family" and "Budgets" 24 Duracell "living on a budget" and "children" 25 Fairy "Saving money" and "family" and "Kids" "mum" and "Duracell" 40000 26 Gillette "mother" and "Duracell" 27 Lenor "mum" and "Fairy Liquid" Max "mum" and "Fairy washing powder" 28 factor "mum" and "Fairy dishwasher tablets" 20000 29 Olay "mother" and "Fairy Liquid" "mother" and "Fairy washing powder" Trend line 30 Oral b "mother" and "Fairy dishwasher tablets" 31 Pampers "mother" and "Gillette" 32 Pantene "mum" and "Gillette" "mum" and "Lenor" 0 March 08 June June June October March October March October May December May December May December September September September August November August November August November April February April February April July January 09 July January 10 July 33 Pringles "mother" and "Lenor" Feminine 8. Target "mum" and "Max Factor" 34 "mother" and "Max factor" hygiene categories 35 Hair care "mum" and "Olay" "mother" and "Olay" -20000 Househo "mother" and "Oral B" 36 ld "mum" and "Oral B" cleaning "mother" and "pampers" 37 Laundry "mother" and "Pantene" Holiday Summer Vacation Back to School "mum" and "pantene" 38 Skin care "kids" and "pringles" Technolo ("mother" or "mum") and "sanitary towel" 9. Mothers and 39 gy ("mother" or "mum") and "hair care" technology support ("mother" or "mum") and "stains" 40 Alcohol Depressi 10. Parenting teenagers "family" and "stain removal" "kids" and "stain removal" "kids" and "washing powder" "kids" and "fabric softner" … where search terms are ranged against domains, 41 42 43 on Drugs Exams ("mother" or "mum") and "skin care" themes, authors, date ranges and everything else that can… qualitative, semantical research is then validated 44 45 Fosterin g Piercing be targeted to focus the analysis on relevant, interesting 46 Sexand refined through “gossip” search investigation… 47 Sexualisa tion conversations 48 Tattoos 63
  62. 62. STEP 2 5. Identifying the biggest influencersFinding the Author Handle No of Lead Conversation Themes posts Scent MomA 128 Look after your self tips Adoption - 2 kids 13 and 17 - MomB 106 positive , active on adoption advice and support School, teaching, teen behaviour, MomC 105 advice on dealing with difficulties at school Bereavement, travel, teenagers, MomD 96 general chat MomE 89 Schools, anxiety, anti-man Mom1 87 Positive single parent Aspergers interest – generally Mom2 86 supportive, active in general forums Teenage kids, bad relationship, Mom3 84 negative outlook Identify key influencers, categorical elements of authors. Are Mom4 79 they motivated by a key issue? Do they achieve a topic Money, schools saturation to make them a notable outlet? Etc. Mom5 69 Family conflicts 64
  63. 63. STEP 2 5. Identifying the top domainsFinding the Scent Domain People in Author set authorit Overall posting at Total y influence domain postings ranking score* Domain Type 12,903 48,320 1 128,421 Parents forum Financial TheMotleyFool 4,988 12,301 4 44,778 forum National USAToday 1,231 6,551 10 37,814 newspaper Discussion 2 2,646 10 32,588 board 10,312 13,519 10 33,824 Microblog News 88 3,739 10 20,800 News forums Social forum (aimed at Ning 2,049 4,360 3 17,470 student but universal) National NYTimes 34 2,794 10 18,581 Newspaper Entertainment Influence and authority are 4,317 MyLife 1,818 mathematically 14,509 10 derived from an / Lifestyle forum analysis of the contributor’s social graph. Understanding the shape of their graph (star, sun, etc.) helps estimate reach, impressions, etc. 65
  64. 64. STEP 2 5. Finding source of sustained interaction and influence Finding the Top 500 Influencers Scent 2010 435 59 domains showing sustained influence Triangulating the time 6 44dimension across influencers and domains helps pinpoint 15the exact location and people to target for the greatest effect. 468 11 430 Top 500 Influencers Top 500 Influencers 2008 2009 66
  65. 65. STEP 3 5.Following Mind mapping the key the influencers and the primary Trail themes 67
  66. 66. STEP 3 5. Identifying and establishing contact with the most influential Following the Trail Identify the main Evaluate which socialcategories that the most channel (community, influential focus on. WOM, syndication, etc.) has the greatest penetration. 68
  67. 67. 1 Rich set of themes within the context of family from morals to National and local news… money. Talking about the family means talking about the whole of STEP 3 5. Family life Relationships 5 11 life. This is broken down in the Key Themes analysis. Following Politics -12 -5 Time management the Teenagers -1 2 Growth of teenage threads in key forums – core unmet need Trail Holidays -34 35 Health and wellbeing Religion -9 Holiday -34 School/education -38 Growing focus on doing things as a Family friendly activities -26 3 family Sex 32 35 4 Growing openness to discuss sex and Bullying sexuality House/home 4 6 Law/legal -12 Technology support 21 5 Peer technology support on choosing and usingFinding Discipline Emotional release -15 technology 6 Growing trends in being active and involved with womens/ familythe Campaigns Child safety -10 32 6 politics / fundraising / activism issues Consumer focustrending Fostering 34 35 7 Growing voice for consumer rights Being a working mum Growing lobby promoting 29topics 8 Me time fostering -22 Growing focus on the challenges of being a working Cooking 9 27 mum Fashion 15 10 Food and cooking in trending as hobby as well as practical Housework/cleaning -11 living Money 34 Alcohol 33 Skin care 35 Stay at home mum 32 Household products 32 Internet security 25 Home working 26 Conversation trends to watch – low volume but high Hair care 34 growth Cars 32 Feminine hygiene 36 -50 -40 -30 -20 -10 0 10 20 30 40 50 69
  68. 68. STEP 4 Painting 5. the Target “Molecule Theory” CRM Platform Trends Date Brand Preference Clusters Sentiment Segment Domain Variable Opt-in Product Handl Lifecycle e Aggregate CodeWhile value is created from insight generation that can be leverage in creationof new social campaigns, there is huge potential to appending social insights toknown, addressable audiences who can be reach via digital and traditional. Social Mention
  70. 70. • Basic buzz reporting?• Social profiling?• Social scoring?• Who owns social tracking?• Using / Considering Connect?• Calculating clout?• Targeting influencers? 72
  71. 71. Action plan on where, when, and how we could get startedNEXT STEPS 73
  72. 72. Marketing Sophistication CurveWhere we start depends on where you are today… CROSS CHANNEL MULTI CHANNEL OPTIMIZATION MARKETING CHANNEL recognizing channel triggered and drip OPTIMIZATION preference campaigns CHANNEL scoring, modeling, response revenue / outcome EXECUTION and advanced attribution causation segmentation single channel, faster cycle enabled across personalized fire and forget times multiple platforms interaction file based list Persisting results voice of customer consolidated view processing over time per channel of customer 74
  73. 73. Jump Starts … Five ideas that can be initiated and completed in 90-days with tangible business benefits3. 1. 4. Social Append Social Connect Audience IQ – For CRMCustomers are sharing about Estimating the value of a campaign When visitors, whether customersthemselves and contributing on a single click misses much of the or prospects, come to yourcontent across the social sphere. potential impact of an impression. domains, do you know much aboutAre you listening? Like any other In the age of the customer your audience? And can youidentifiable attribute this understanding the reach and respond effectively? Withinformation can be captured and impact of influential brand Audience IQ we can start givingappended to your customer hub. advocates is critical to evaluating you rich profiles on all your visitors. spend effectiveness. ~15 Day Effort ~90 Day Effort ~30 Day Effort 5. 2. Social Media Insight Digital Audience ProfilingStart assessing the social footprint Being able to identify whichof LBI and competitors. Identify segment of local populations arethe top influencers and domains as engaging with your sites and wherewell as trending topics. Produce else they go and how they behavepen portraits for key segments. online will add value to all yourSet’s baseline for deeper social marketing efforts.discovery. ~60 Day Effort ~30 Day Effort 75
  74. 74. © 2011 Experian Information Solutions, Inc. All rights reserved.