Using emerging media data in developing marketing campaigns -slideshare - 101010
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Ron Jacobs presented on using emerging media data for developing marketing campaigns. He discussed how marketers can capture behaviors from digital and social media to target and segment audiences. Marketers can also mine social media to understand conversations around brands and identify influencers. Combining social and offline data allows for micro-targeting audiences. Remarketing lets marketers retarget ads to users who visited their website. Attribution models need to better account for the interrelated impact of multiple marketing channels.
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Using emerging media data in developing marketing campaigns -slideshare - 101010
- 1. Ron Jacobs [email_address] Using Emerging Media Data for Developing Marketing Campaigns A Presentation for
- 2. Ron Jacobs President, Jacobs & Clevenger Co-Author, Successful Direct Marketing Methods Sponsor, Ron Jacobs & Bob Stone Multichannel Marketing Communications Certificate Program, DePaul University
- 3. 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
- 4. Social Marketing Relevant KPI’s are being tracked, analyzed and used for program optimization & ROMI
- 5. Social commentary on Social Marketing… Future Man goes back to the 1960s AND “UPLOAD” PICTURES OF THEIR BREAKFASTS TO A “ FACEBOOK. ” AND OTHER PEOPLE WILL LOOK AT THE BREAKFASTS AND MAKE COMMENTS. SORRY TO BURST YOUR BUBBLE, DUDES ! BUT YOU ASKED. YES, THAT’S THE FUTURE. 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?
- 6. 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
- 7. 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 3 rd most populated in the world, behind China & India The number of Articles on Wikipedia 16 Million
- 8. 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?
- 9. Intuit (Maker of Turbo Tax, Quickbooks, etc.) uses reviews on Amazon.com to dialogue with customers Reviewer Comment Intuit’s Action In-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
- 10. 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
- 11. 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
- 12. 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
- 14. 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)
- 15. 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
- 16. 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. B. C. D. Remarketing increases conversions by targeting users that have already visited your website
- 17. Remarketing (AKA Retargeting) example
- 18. Remarketing (AKA Retargeting) example
- 19. Alterian’s Social Engagement Index 2010 Super Bowl TV Ads www.alterian-social-media.com/
- 20. Alterian’s Social Sentiment Engagement Index 2010 Super Bowl TV Ads www.alterian-social-media.com/
- 21. How much is a tweet, a fan or a follower worth? Cost Per Social Impression www.alterian-social-media.com/
- 22. Conversion & multichannel attribution
- 23. 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
- 24. Last ad standard Atlas Solutions, Microsoft Advertising
- 25. Engagement Mapping across channels Atlas Solutions, Microsoft Advertising
- 26. Mobile The next frontier for multichannel marketing
- 27. Mobile video application usage Source: Allot Communications, using data from a mobile user base of over 190 million subscribers
- 28. 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…])
- 29. 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
- 30. 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!!!
- 31. Questions & Answers Questions?
Editor's Notes
- #9: Learn Who the key influencers are Demographics, psychographics, specifics Create a dialogue with influencers to engage them Learn What is being talked about Including themes, tags, specific words Use these words in your own conversations, copy, keywords, etc. Learn consumers Mood . Are they positive or negative. What is the trend? Sentiment is an important behavioral and economic indicator
- #12: According to Facebook terms and conditions, to use apps you agree to let Facebook download personal information… Of the user and their friends!
- #13: Google data mines both in and out Gmail.
- #15: -identify your existing and potential customers and leads on social -target email marketing to those specifically on Twitter, Facebook, etc. -when ppl change location
- #16: To overcome that challenge, web publishers — a label which includes most digital marketers — are increasingly encouraged to tag their content with metadata, describing it with machine-friendly RDFa or microformat vocabularies. For instance, Facebook's Open Graph Protocol leverages such metadata to facilitate sharing among friends and like-interested communities. Google Rich Snippets and Yahoo SearchMonkey leverage such structured data to improve search results for locations, people, reviews, events, and more.
- #17: Remarketing is a targeting solution for reaching users that advertisers have seen before on their site and are interested in re-capturing. This is done through the use of simple pixels and cookies to create a custom population of target users. Advertisers can then message these users at a later date.
- #20: Social Engagement Index (SEI) - The SEI is a proxy for a brand social reach and is calculated by weighting the raw number of conversations by the reach of its participants. The raw score is then calibrated into an index. A score of 100 is the base brand score. Anything above this indicates a greater net reach of social conversations compared to the average brand. Social Sentiment Engagement Index (SSEI) - The SSEI is a composite that combines measures of both engagement and sentiment. We calculate engagement by measuring the raw number of social conversations factored upon the reach per conversation participant. We then apply a function that accounts for the sentiment of positive and negative comments. Finally we calibrate this into an index based upon 100 point brand score. Anything above this indicates a greater net amount of positive engagements, while a score less than indicates more negative. The further away from 100 a score falls the more intense the sentiment.
- #21: Social Sentiment Engagement Index (SSEI) - The SSEI is a composite that combines measures of both engagement and sentiment. We calculate engagement by measuring the raw number of social conversations factored upon the reach per conversation participant. We then apply a function that accounts for the sentiment of positive and negative comments. Finally we calibrate this into an index based upon 100 point brand score. Anything above this indicates a greater net amount of positive engagements, while a score less than indicates more negative. The further away from 100 a score falls the more intense the sentiment.
- #22: Cost Per Social Impression (CPSM) - How much would you be willing to pay for a Tweet? or a new fan or follower? Clearly social media is in its infancy as a cross-channel media measurement tool, but already it's clear the social space is an excellent medium for measurement as it reflects and resonates brands spend in other channels. In an effort to gauge how successful the brands were at converting their Super Bowl media spend to social engagement we've taken the potential reach of the conversation, using a popularity score as a multiplier, and divided it by the media spend. In looking at a brands CPSM, the closer to $0.00 the better.
- #28: Video overall is more than a third of mobile usage , making up 35%–web browsing is second, at 29%, followed by HTTP download (16%), P2P (15%), and VoIP & IM (3%). So, that means the average person watches video one out of every three times they turn on their phone. That’s… staggering.