applying social data and graph to multichannel strategies
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#dma2013
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the Money!! Show Me
the Data!!
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Why is social data so hard?
Dynamic & Unstructured!
Not tied to Individual Customers!
Not Really an Offer Channel!
Hard to Decipher Signals from Noise!
Difficult to Measure ROI!
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SOCI
AL M
EDIA
For most of us, Social Data Sits in its own Channel silo.
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SOCI
AL M
EDIA
It’s Time To INTEGRATE social Data. M
obil
E
Reta
il
Onli
ne/O
ffli
ne
CRM
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Wait… What About Privacy?
All Data is Indexed from Public Profiles, Content, and Connections!
Don’t Combine Personal Identifiable Information with Social Data – (all anonymized and hashed)!
If you’re sharing data with 3rd parties, provide NOTICE and CHOICE on your privacy policy!
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Social Stream- Content
Social Graph Connections
Primary Sources of Social Data
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Social Stream – content
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Social Graph: Maps Relationships…
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Social Graph: Maps Relationships…
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Link social to Profile
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Graph Informs Segmentation
Explore • Test • Customize
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Segment Differences
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Segment Knowledge
How often Do They Use social?
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Segment Knowledge
How often Do They Share Photos?
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Pro Tip: Not JUST social!
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Inner and Outer Circle Behavior
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Inner Circle – Detail Some Segments use Social Channels More Frequently with Close Friends
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Outer Circle – Detail While Others Choose to use Social Channels MORE Frequently for not-so-close friends
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Turn Insight Into Action
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Let’s Put it all Together…
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What’s Graph + Social Good For?
2.
3.
1.
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1. Interested In: Outdoor, Travel, Design
Bringing the whole family to Baja for Thanksgiving this year! Does @SouthWest fly there from Denver? #surftrip
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1. In market For: Mountain Bikes Travel to Crested Butte
Checking out the 2014 @Specialized lineup at @REI. Crested Butte here I come!
74!
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Reach +
Relevance +
Impact
connected to lots of Outdoor Enthusiasts
Creates bike & Outdoor content Followed by Outdoor Brands Connected to Current Customers
Others Engage with Shared Content
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Use Cases Applying
Social Data & Graph to
Multi-Chanel Marketing
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Having a challenging morning with @ATT “Customer Service”. Time to jump ship to @Verizon or @Sprint?
Another"dropped call? Seriously??
#ATTfail
iPhone 5S or HTC One?
Anybody make the switch?
Use Case – Predicting Churn
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Get Started
1. get Data Players on Board
2. Connect Social Data To your Crm
3. Integrate Social Signals into Multi-channel Strategies
4. Test, Measure, & Learn
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Thank YOU!
SVP, Co-‐Founder SpotRight [email protected] @jp_lind
SVP, Director Leo Burne@ Group [email protected] @johnnyvdp