Social media is becoming the new way to reach out to potential customers. With the advent of predictive social analytics, it becomes simple to target customers interested in making a purchase.

1. 1
March 31, 2014
The Move to Predictive Social Behavior
#SMWF

2. Small BusinessSmall Business
The view fromThe view from main street.main street.

3. 3
About Viralheat
Patented,
real-time
data,
sentiment
and analytics
1B+…mentions per
day
explosive
Growth
Comprehensive
social media
management
Social
and Enterprise
integrations

4. 4
• Market Overview
• Customer Challenges
• Case Studies – Predictive Social Behavior
• T-Mobile/HBS Case Study
• Appia Case Study
Agenda
The Move to Predictive Social Behavior

5. 5
In the beginning

6. 6
It was easier to target customers
First online display banner ads delivered October 19941
.
First ad on Facebook ran from Y2M in 20042
.

7. 7
The Customer Funnel
2008 Today

8. 8
The Customer Funnel
* Forrester

9. 9
Marketing Channels

10. 10
Customer Challenges
• Identifying
• Targeting
• Measuring

11. 11
Social Management for
Marketing Managers
Enterprise Data
Integration for
Marketing Executive
SalesforceSalesforce
SugarCRMSugarCRM
MARKETOMARKETO
ZendeskZendesk Google ,AnalyticsGoogle ,Analytics
API - Data ManagementAPI - Data Management
PublishPublish EngageEngage
AmplifyAmplifyAnalyzeAnalyze
MonitorMonitor
Viralheat Product Architecture

12. Page 12 © 2014 Marketo, Inc.#mktgnation14

14. Social
Signals
Twitter
Processor
Facebook
Processor
Instagram
LinkedIn

15. Social
Signals
API
Synching and
Matching
Customer
Contact
Database
Social
Actions Contact
Details
API
Social Signal provide a more
complete view of existing leads and
customer preferences

16. Jeff: Do we need a how to get there transition?
So,So, howhow do wedo we get there?get there?

17. 1.1.Case StudyCase Study. –. –
IdentifyingIdentifying

19. You don’t always needYou don’t always need
to burn time onto burn time on newnew ideas.ideas.

24. 2.2.Case StudyCase Study. -. -
TargetingTargeting

25. Targeting can be challenging...

26. The Life Changing Event

27. Tracked Keywords and Hashtags:
#imengaged #justengaged
#wereengaged #engaged #isaidyes
#shesaidyes "I'm engaged”
What’s our Wedding Pool?

28. What’s This?
Engagement Trends

29. The Ashton Kutcher Effect

30. Increased Lead
Generation.
Lead Drilldown

31. Engagement Influencers

32. The Perfect Couple #Engaged!
Wedding Promoters

33. The waitress asked if I was done with that,
and I said yes, but I’m married to it!
Wedding Crashers
Maybe not a engagement lead but……

34. New Lead Opportunities

35. New Lead Opportunities

36. New Lead Opportunities

37. 3.3.Case StudyCase Study. –. –
MeasuringMeasuring

38. 38
Case Study – T Mobile

40. Launch NewVoIP Product
Internet based business phone system
First small business-focusedVoIP product
for T-Mobile
zzT-Mobile Hosted Business Solutions

41. • Crowded category
• First business-focusedVoIP product
• Needed to identify relevant audience
• Target key influencers & adopters
The Challenge

42. T-Mobile turned to social media to:
•T-Mobile brand sentiment
•Learn where engagement highest
•Determine language/terms used
•Identify SMEs
Social Discovery

43. SolutionReal-time research –
#VoIP, #newoffice
Target key influencers re:T-
Mobile@work
Identify & cultivate leads
Determine most effective channels
Monitor the Conversation

44. 500 pilot customers
High percentage were Influencers
Identified best terminology
Insights implemented into campaign
Results

45. T-Mobile turned toViralheat due to:
•End-to-End Social Media Monitoring and Management
•Real-time, actionable insights and analysis
•Integration with existing Enterprise applications
•Intuitive, easy-to-use application and interface
Viralheat Advantages

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Questions?
jeff@viralheat.com
@jrevoy
Paul@DTHBS.com
@paulsebastien