Using emerging media data in developing marketing campaigns -slideshare - 101010

Copyright 2010 Jacobs & Clevenger

Ron [email protected]

Using Emerging Media Data for Developing Marketing CampaignsUsing Emerging Media Data for

Developing Marketing Campaigns

A Presentation forA Presentation for

Ron JacobsPresident, Jacobs & ClevengerCo-Author, Successful Direct Marketing MethodsSponsor, Ron Jacobs & Bob Stone Multichannel Marketing

Communications Certificate Program, DePaul University


Agenda

• How marketers are capturing and using behaviors of decision makers, influencers and buyers that digital & social media tools can produce

• How marketers are buying key audiences rather than buying specific media– Using data for targeting & segmenting audiences

• Who is data mining social media, and what can you learn from it

• New models for multichannel marketing attribution • The emergent mobile market place


Social MarketingRelevant KPI’s are being tracked, analyzed and

used for program optimization & ROMI


Social commentary on Social Marketing… Future Man goes back to the 1960s

AND “UPLOAD” PICTURES OF THEIRBREAKFASTS TO A

“FACEBOOK.”

AND “UPLOAD” PICTURES OF THEIRBREAKFASTS TO A

“FACEBOOK.”

AND OTHER PEOPLE WILL LOOKAT THE BREAKFASTS

AND MAKE COMMENTS.

AND OTHER PEOPLE WILL LOOKAT THE BREAKFASTS

AND MAKE COMMENTS.

SORRY TO BURST YOUR BUBBLE, DUDES !

BUT YOU ASKED. YES, THAT’STHE FUTURE.

SORRY TO BURST YOUR BUBBLE, DUDES !

BUT YOU ASKED. YES, THAT’STHE FUTURE.

FUTURE MAN, I CAN’T BELIEVE PEOPLE WILL FIND THAT MORE

INTERESTING THAN READING NEWSPAPERS OR WATCHING NETWORK TV!!

FUTURE MAN, I CAN’T BELIEVE PEOPLE WILL FIND THAT MORE

INTERESTING THAN READING NEWSPAPERS OR WATCHING NETWORK TV!!

SO YOU’RE SAYING PEOPLE WILL

“TWEET” WHAT THEY EAT” FOR

BREAKFAST?

SO YOU’RE SAYING PEOPLE WILL

“TWEET” WHAT THEY EAT” FOR

BREAKFAST?


Businesses are taking social marketing seriously

• The amount of video uploaded to YouTube every minute– 24 hours

• The amount of time it would take to view every video on YouTube– 1,750 Years

• The number of YouTube videos viewed per day– 2 Billion

• The average number of tweets on Twitter.com every day– 65 Million


Businesses are taking social marketing seriously

• The number of photos archived on Flikr.com as of June 2009

– 13.6 Billion• The amount of content (Links, news, posts, notes,

photos, etc. shared on FaceBook weekly – 3.5 Billion• The number of minutes spent on FaceBook daily– 16 Billon• If FaceBook were a country– It would be the 3rd most populated in the world, behind China

& India• The number of Articles on Wikipedia

– 16 Million


Conversations are taking place around every category, every brand, and the entire buying process

• Where are conversations taking place?

• Who are the influencers driving them?

• What is being talked about? (e.g. Keywords)

• Is the Sentiment positive or negative?

• Can keywords be turned into dialogues, multichannel copy?


Reviewer Comment Intuit’s ActionIn-product messaging is annoying Fix to product allowed users to turn

off cross-sell messages

Excel Integration and Reports Center are top features

Marketing messages now reflect these top features

Inuit has a 100% response rate to every review and every comment regarding QuickBooks Pro 2010, and executes across teams to improve based on the feedback

Intuit (Maker of Turbo Tax, Quickbooks, etc.) uses reviews on Amazon.com to dialogue with customers


Combining social/online data and offline data is a key to micro-targeting

Social Data•Social Site Affiliation

•Interests and brand affinities

•Occupation

•Education

•Location

•Reviews

Social Graph•Targeting friends

•Extending reach

•Social Affinity

Offline Data•Income

•Presence of children

•Home Ownership

•Purchase Behavior

•Lifestyles

•Much more

Micro-Targeting•Targeted lists of people for postal and/or email programs

•Serve display media to only people you want

•Use customer insight to tailor messaging and media plan

10


Facebook is creating and capturing large amounts of data

Facebook has 500 million active users

50% of active users log on every

day

Average user creates 90 pieces of

content monthly

550,000 Facebook applications

70% of users engage with apps


Google’s data mining benefits their advertisers

79 million US Gmail Accounts

Google has 145 million unique US visitors

1 billion searches daily

Google data mines all search and Gmail as a

resource for advertisers

96% of Googles profit is the result of

ad revenue


13

Rapleaf, data mining the social space

Rapleaf Data Mines• Who – demographics• Where – footprint online• What – affinities, interests• With Whom – friend connections

Rapleaf Process

Quick Facts• Data on 900+ million records• 400+ million consumers• 60+ billion friend connections


Use social sites to identify prospects and customers for email programs

Case Study: Cosmetics Company-Company wanted to expand Facebook fan base-Customer on Facebook were identified-Company sent targeted email to Facebook customer base to

fan/like on Facebook fan page-Company fanbase grew 10,000% in weeks

Strategy:-Identify existing and potential customers/leads on social

networks-Target email marketing to those on Facebook and Twitter

• Ask to fan/follow your page(s)• Ping potential ambassadors or influencers with special offers & incentives• Ping groups of friends

-Ping users that change location (via LinkedIn, Foursquare,etc)

14


YOUR AD HERE

YOUR AD HERE

Marketers can target ads based on social data today

Target:-Existing fans/followers

-Friends of current fans/followers

-Existing & prospective customers

-Friends of prospects

-Fans/followers of competitors

-Custom created segments

-Leverage metadata to facilitate sharing

15


A line of code is placed on your website.

A user is tagged and added to your user population when they visit your site.

When visiting an affiliated website, the user is served with a targeted ad.

The user is brought back to your site for conversion.

A.A. B.B.

C.C. D.D.

Remarketing increases conversions by targeting users that have already visited your website


Remarketing (AKA Retargeting) example


Remarketing (AKA Retargeting) example


Alterian’sSocial EngagementIndex

2010Super BowlTV Ads

www.alterian-social-media.com/


Alterian’sSocial SentimentEngagementIndex

2010Super BowlTV Ads



How much is a tweet, a fan or a follower worth? Cost Per Social Impression



Conversion & multichannel attribution


Barriers to better attribution models include technology, resource, and process challenges

• Most current attribution models are flawed– The last touch standard or current session models– Causes over-invest in near-term conversion drivers

• The consumption and impact of media is interrelated with other media– Traditional media is interrelated with Digital media– The relationship between display and search changes depending on

products, brands, time of day, season, company, geography, etc.• The multichannel effect is important in high-consideration

situations – e.g. Expensive, complex or involved offerings– Financial services offerings, family vacation or a choice of college


Last ad standard

Atlas Solutions, Microsoft Advertising


Engagement Mapping across channels

Atlas Solutions, Microsoft Advertising


MobileThe next frontier for multichannel

marketing


Mobile video application usage

Source: Allot Communications, using data from a mobile user base of over 190 million subscribers


Mobile GPS offers new data to mine

• The chart on top tracks a mobile users daily travel and proximity and travel

• The chart on the bottom tracks the locations of a mobile users friends

• The patterns share similar

structures

Source: MIT reality mining project - gathered 500,000 hours (60 years) of cell phone usage on campus (e.g., call logs, Bluetooth proximity, towers ID, apps usage, status [charging, idle, off…])

Source: MIT reality mining project - gathered 500,000 hours (60 years) of cell phone usage on campus (e.g., call logs, Bluetooth proximity, towers ID, apps usage, status [charging, idle, off…])


The Obama Campaign iPhone application, downloadable from the iPhone app store

• Call Friends, a volunteering tool– Contacts prioritized by key battleground states– Call stats, calls and results organized in one place,

along with nationwide totals to compare against leading callers

• Get Involved– Search and contact a local Obama HQ

• Receive Updates– Sign-up for news and announcements via text

message or email • News

– Complete coverage of national & local campaign news• Local Events

– Find and share local events by email, get maps and directions

• Media– Browse videos and photos from the campaign

• Issues– Get facts about plans and essential issues


Conclusions

• The goal of all marketing communications is to shift behavior– Monitoring social and offline KPI’s can help you to recognize success

• Mining Data can help you to learn if your brand conversations are relevant, valuable, and accountable– Using social marketing data to target is very 2011

• Change the current media buying mindset from CPM (Cost to Reach) to Cost Per Engagement or Relationship

• Customer engagement is attributable to customer experience– Relevancy is both earned and bought– It’s not Push or Pull… It’s Push and Pull!!!


Questions & Answers

Questions?Questions?


[email protected]