Harvesting Consumer Intent from the Social Web
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The document discusses the importance of the interest graph in understanding consumer intent on social media, contrasting it with the social graph which focuses on connections. It highlights the need for brands to adapt their marketing strategies to engage with consumers based on their interests and aspirations, particularly on platforms like Pinterest. The document emphasizes the potential for increased engagement and conversion when brands leverage this consumer data effectively.
Harvesting Consumer Intent from the Social Web
- 1. #intent How to harvest consumer intent from the social Web
- 2. The social web encourages us to send out a constant stream of likes, Tweets and check-ins. Things we’ve done and want to share. Most of it, however, consists of past actions. But what about our future actions? Our interests? The things in our bucket lists? There’s a new interest graph emerging on the web that allows us to express our passions and plans in a way that should be far more valuable to brands and marketers than our declaration of things we’ve already done.
- 3. The social graph is who I know. The interest graph what I like.
- 4. 1 How is the interest graph (and with it the expression of intent) changing how both consumers and brands use social media?
- 5. The social graph allows us to connect and follow individuals.
- 6. But we sometimes get more than we want.
- 7. But if we could filter our “friends” based on interests and only “follow” the content that matters to us.
- 8. It might be far more useful. We can filter and turn information into knowledge.
- 9. Better yet it remains persistent. So even if we miss it in the serendipity of the stream, it’s there when we need it.
- 10. Opportunity for brands, too. After 35 years of being a customer, AMEX doesn’t know me, at least not on Facebook.
- 11. Enjoy a complimentary resort stay when you book a cruise of 7 nights or longer online with American Express Travel. Cruises? Maybe my friends like cruises.
- 12. I’m a cyclist. Imagine if AMEX could market to my interests?
- 13. 2 What are the platforms and the differences among them?
- 15. add better explore sections Foursquare getting in the game.
- 16. The Fancy
- 20. Springpad will help convert interest to action with lots of useful enhancements and alerts.
- 21. 3 Consumer are jumping on platforms like Pinterest, but do marketers yet understand the opportunity?
- 22. Brands integrate more naturally into the interest graph when compared to the social graph.
- 23. Consumers are using these platforms as a wish- list and a scrapbook of interests and inspiration, This aggregated content informs brands of consumer aspiration and potential intent.
- 24. Brands understand that Twitter can be used as a platform for conversation but most have not made that connection with platforms like Pinterest and others. The focus, for now, is broadcasting content.
- 25. DO YOU CAPTURE PREFERENCES AND INTERESTS EXPRESSED BY CONSUMERS? No Don’t know Yes 68.8 % 17.5 % 13.6 %
- 26. 4.5% 1.3% 0.7% 0.7% 3.3% 0.7%
- 27. 4 How can brands and marketers start to leverage or take advantage of these platforms?
- 28. Marketers, brands, platforms have a lot of work to do.
- 29. It’s going to take a shift in perspective from ‘say & think’ to ‘do & share.’
- 30. If all you do is show, the only thing users will do is look.
- 31. Foster discovery Learn to engage in the new space Market to data
- 32. Foster discovery with direct brand engagement: • set up profile with multiple notebooks • include context and utility • include non brand based assets • invite others to curate • support and encourage users • this is the basic stuff
- 33. Engage in platform appropriate ways • go where you’re welcome • embrace your expertise in more than your own products • become a trusted source • link to & recognize your best advocates • sponsor tags
- 34. Learn from and market to the data • Use the data (pins, springs) to learn what to do next - with your content, your marketing, your product • Make product data sharable - and worth sharing • Continuous engagement & improvement - through alerts and enhancements • Develop APIs and make your product data “free” in a much richer fashion
- 35. Are any brands getting it right?
- 36. Basic approach too many pins | all the same | little content variety
- 37. Doing it better not only their own stuff
- 40. Inspiring discovery and learning interests from it http://pinterest.com/modcloth/vintage-vantage/
- 41. 6 What could they be doing?
- 45. 7 What does success look like?
- 46. Web traffic • For some brands Pinterest is already driving more web traffic than Google or Twitter. • It’s becoming a top traffic driver for women’s magazines. • Distribution channel for retailers and content brands.
- 47. Brand awareness and engagement
- 48. Outcomes in purchase and action (ROI) • Increased trust from demonstrating that you know someone’s interests rather than (marketing to) their demographics • More relevant engagement based on mutual interest • Relevant engagement leads to higher rates of conversion
- 49. 8 How do brands get started?
- 50. • explore all the sites • establish a presence • don’t commit to just one • learn conversation strategy • measure and track everything • create relationships with platforms • understand data and market to it
- 51. QUESTIONS