Download - Social data for marketing campaigns
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Fueling Marketing Campaignswith Social
InsightJohn Derrico, Sr. Enterprise Sales Engineer
@johnaderrico
June 14, 2013
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Agenda
Campaign planning today
What’s possible with social
data
Example/ demo
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Welcome to the age of the
customer
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Connected Customers Connected Employees
Connected Partners
2.5 Billion connected users
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Source: IDC, Mary Meeker KPCB
Data
Share
d (
Zett
ab
yte
s )
9x Growth in Shared Content in 5 years
3.2Bn Facebook Likes
500M Tweets
100M Instagram Photos
250M Tumblr Posts
200M Bitly Clicks
70M+ Blogs, Forums
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75%
1: http://www.technology-digital.com/web20/75-of-consumers-feel-more-connected-to-brands-on-facebook
Consumers feel more connected to brands
on Facebook1
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50%
2: http://marketing.linkedin.com/sites/default/files/attachment/LinkedInCompanyPages_5Steps_0.pdf, page
More likely to purchase from a
company on LinkedIn2
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feel that brands listen to them more through social channels1
35%But only
http://www.technology-digital.com/web20/75-of-consumers-feel-more-connected-to-brands-on-facebook
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How are you integrating social data into your
campaigns?
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So why isn’t
everyone doing it?
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Difficult to
1 aggregatedata across hundreds of sources
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• Difficult to
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2the data once it’s collected
filter & organize
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Difficult to
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3 infer context from the data
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So what’s
possible with social data?
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You can drive campaign reach & engagement
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You can gain a
Deeper understanding of your audience
Integrate social with enterprise data Understand interests and sentiment Identify demographic/behavioral
segments
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You can connect your audience
with relevant content
Analyze past content performance Identify what resonates by audience Uncover content gaps
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You can analyze and adjust
in real-time
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How can marketers build
campaigns that resonateusing social data?
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Example Product Launch Campaign
Studied BlackBerry’s Z10 as an example
Product launched February 2013
Data collected using a combination of DataSift’s Historics, Demographics, and real time service
Visualizations built using Splunk & Fusion Tables
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Identify the audience
Without Social Data
• Use CRM to search for current/prior product owners
• By demographic• By purchase history
With Social Data
+ Find anyone talking about product + Find those people unhappy with competitor+ Slice and dice by age, device, demographic+ Identify social feeds that audiences are most
active on
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Everyone talking about Blackberry by age
Link to chart
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Breakdown of social users by type of mobile device used
Link to chart
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Where are people talking about Blackberry located?
Link to chart
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Within the Blackberry segment what applications are they using to
engage?
Link to chart
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Create the ContentTypically • Email announcement & offers by audience
• Website content & offers• Social media announcement & offers
With Social Data
+ Assess what’s important to your audience+ Identify important/trending content+ Extract positive/negative sentiment+ Identify topics of interest by audience
+ Analyze content performance from prior campaigns+ Identify popular links being shared+ Identify popular links based on click-
throughs+ Analyze most popular retweets
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Games are the top links
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Placeholder for most popular links
Link to chart
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Blackberry had the most popular retweet, but did it resonate with the target audience?
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Placeholder for most popular retweets
Link to chart
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Execute & Analyze Results
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Typically • Volume of mentions• Volume of retweets• Volume of click throughs
With Social Data
+ Assess reach (did we reach our audience)+ Analyze by age, device, location, segment
+ Assess which content is resonating+ Analyze most popular links shared+ Analyze popularity based on click-throughs+ Evaluate positive/negative feedback on
content
+ Assess which channels are driving conversion
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Where does social data fit in a
Product Launch?
Better identify your audience Create more relevant
content Execute and analyze results
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Summary
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Embed social data throughout your campaign to ensure reach and drive engagement.
Drive deeper insights into your audience
Connect them with relevant content Analyze and adjust in real-time
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Thank You & Next Steps Register for Expert Series Training: http://dsft.ly/ExpertTraining
Take a tour of the DataSift platform at www.datasift.com
To get started right away, email the DataSift team at [email protected]
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Thank You
John DerricoSr. Enterprise Solution Consultant
@johnaderrico johnaderrico
Follow us: @DataSift
DataSift
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