Social Analytical Design By Geoff Colon

Microsoft Confidential

Social Analytical Design SMX Social Media Marketing #SMX November 19, 2014 Geoff Colon - @djgeoffe #BingAds


•  In the next five years, mobile advertising will grow over 300 percent

from about $13 billion today to just under $40 billion

•  There is still a significant difference between revenue per click on mobile and revenue per click on desktop. But this is device mumbo jumbo. Let’s talk people…

•  Insight 1: Two types of targeting: Audience and Keywords. An

audience is a group of targets that specify the smallest possible bucket of people.


•  Macro: Keywords are targeted based on user intent •  Micro: Audience is identified based on various factors -

Device / Location / Time of Day / Language / Gender / Income / Job Title / Age / Language / Interests / Behaviors

•  The More Micro the Information, the better ideas for CREATIVE!!!


Macro: College graduate Lives in Seattle Writes a blog Dad Loves soccer

Micro: BA in Journalism and Communication Lives in Kirkland, WA / Rents Enjoys using Tumblr, Instagram 2 daughters Plays and watches



Socrates and the Socratic Method 1.  Shared goals and objectives 2.  Shared questions and problems 3.  Shared information and data 4.  Shared modes of interpreting or judging

that information 5.  Shared specialized concepts and ideas 6.  Shared key assumptions 7.  A shared point of view (which enables you

to pursue common goals from a common framework)


“Engagement, not solely profit and KPIs linked to revenue, is the true currency that people use to show their genuine interest and affinity.” – Natasha D. Smith, “Engagement: The True Currency”


“Interest graphs have perceived utility and value because of the premise that people’s interests are a major aspect of who they are, forming part of their personal identity, and can be used as indicators of such things as what they might want to do or buy, where they might want to go, or who they might want to meet, follow or vote for. “ - Wikipedia


“Search and Social Data should not live separately. The data you have from search can be used in social and vice versa to create one, unified KPI: Engagement Rate.” – @djgeoffe


Building Value from others Value…


Creating value from value others have created




Remix Culture Insight 2: “Knowledge and manipulation of multi-media technologies is the current generation's form of literacy. This manipulation creates more data to enable future execution."


Everywhere…


1. Distribution


2. Content


3. Human Behavior and Habits


4. UGC


5. Personalization


6. Engagement


§ Distribution – Stores and people

§ Content – The Packaging, Digital Experiences

§ Human Behavior – Ego § Visual Experiences -

Photography

§ Personalization – Your name

§ Engagement – Sharing, Mentions, Photos

§ Measurement – Reversed 11

years of decline in sales


§ Distribution – SMBs

§ Content – Educational

§ Human Behavior – Learning

§ Visual Experiences -

Infographics

§ Personalization – Your business

§ Engagement – Participation, Mentions

§ Measurement – The #1

preferred credit line for SMBs


§ Distribution – Customers

§ Content – The Product

§ Human Behavior – Ego § Visual Experiences -

Photography

§ Personalization – Your Look

§ Engagement – Sharing, Mentions

§ Measurement – Looking at

possible IPO in 2015


Agency:

Premium Agency:

Direct to SMB Advertiser:

Direct to Premium Advertiser:

§ Distribution – Customers

§ Content – Personalized

§ Human Behavior – Utility § Visual Experiences -

Snackables

§ Personalization – Your business

§ Engagement – Education, Adoption

§ Measurement – Performance

Satisfaction Reversal


•  “Change By Design” by Tim Brown •  “The Lean Startup” by Eric Ries •  “Here Comes Everybody” by Clay Shirky •  “The Long Tail” by Chris Anderson


Engagement: Twitter: @djgeoffe LinkedIn: LinkedIn.com/in/geoffreycolon SlideShare: SlideShare.net/geoffreycolon Blog: futuristlab.tumblr.com Book: disruptivemarketing.tumblr.com