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RETAIL PERSPECTIVE >> SOCIAL MEDIA INTELLIGENCE
Social can do a lot more for your brand and campaigns than followers
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Marcus Tewksbury is a product strategy and business development expert with over 15 years of experience defining, marketing, and ultimately selling new B2B marketing services and technology offerings. Today, Marcus focuses on strategic accounts for Experian Marketing Services, a powerful new agency model focused on driving relevant messaging based on sound customer intelligence, where he partners with marketing executives on how to best harness their customer relationships to develop "big ideas" that open new markets and expands revenue opportunities with existing ones. Over his career he has successfully launched dozens of products that have generated millions in revenue and been adopted by brands like Alterian, Baxter, Coach, Eddie Bauer, Hallmark, Hot Topic, Kaloo, KAO, Microsoft, Restoration Hardware, Service Master, Tower Records, ULTA, Walgreens, Wal-Mart, West Marine, Williams Sonoma. Marcus is a frequent speaker, having appeared at events for the American Marketing Association (AMA), Canadian Marketing Association (CMA), Direct Marketing Association (DMA), Integrated Marketing Summit, The Economist, Media Post, and Illinois Technology Association (ITA). His writing and presentations have appeared or been cited in numerous publications like Mashable.com, USAToday, Wall St. Journal, and the Word of Mouth Marketing Association (WOMMA). He has also been a guest lecturer at numerous universities such as Georgetown, Northwestern, DePaul, U. of Chicago, and York. More on Marcus’s thought leadership can be found on his award winning blog http://themarketingmojo.com.
Marcus Tewksbury
Vice President, Strategy and Consulting ------------------------------------------------------------------------------------
Experian | 955 American Ln. | Schaumburg, IL 60173
Office: 224.698.8357 | Mobile: 312.404.4835
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AGENDA
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• Building Blocks (Customer Intelligence Framework)
• Price of Admission (Buzz Monitoring)
1. Reverse Lookup (Facebook Append)
2. Kevin Bacon (SocialCRM)
3. Beating Vegas (Social Media Insights)
• Must, Should, Could
BUILDING BLOCKS
Customer Intelligence Framework
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Linkages
• Name • Address • Zip+4 • Phone • DMA • Store • ConsumerView
• IP • Cookie • MAC-Address • UserID • OpenID • Email
• Handle • Domain • Social-graph • Followers
• Number • DeviceID • Geo
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It’s not MAGIC!
PRICE OF ADMISSION
Buzz Monitoring
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Domain Terms
Handle
Location
Post
Date
Followers
Anatomy of a Mention
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REVERSE LOOKUP
Facebook Append
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~7B
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Sample Match Results
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• Time of last Facebook activity for matched Facebook user accounts:
• Past week: 14%
• Past month: 33%
• Past 3 months: 70%
• Past year: 100%
37% of the cross-referenced emails match a Facebook user account
70% of matching Facebook accounts were active within the last 3 months
16 of the 2 ½ thousand matching users were Fans of Facebook page
KEVIN BACON
SocialCRM
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SOCIAL CRM :: (AS DEFINED BY A PRAGMATIC, NUMBERS DRIVEN MARKETER)
Leveraging the social channels, all of them, because they
are many, to gain actionable (trigger-able) insights that can
be used to drive messaging and contact strategy in other
channels.
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Social ≠ First Click Measure the social effect of an ad, email or post, not just the first click Techlightenment’s Social Attribution platform helps you to understand who engaged, converted and interacted with your brand and the value of those interactions across generations of activity.
We know you’ll this
BEATING VEGAS
Social Media Insights
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Experian Social Monitoring Research Methodology
STEP 1 Ranging
the Target
STEP 2
Finding the
Scent
STEP 3
Following the Trail
STEP 4 Painting
the Target
Importance of benchmarking. Meaning to most social media data is based upon relevant
landmarks. These can be generated by competitive comparison or historical trending
(accounting for aggregate growth of social).
Goal is to be simple and scalable. Heritage of consumer data, marketing analytics, and database
technology fuels unique approach to harnessing unstructured social data and applying it to
actionable audiences.
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Income level: “Upper Middle / Lower
Upper”
Frequency: Transacts 3-5 month
Average Basket: ~$85
Basket Count: 16 items
Media Plan: “Sex in the City”
Loyalty Level: Platinum
Channel Coverage: 4 (Store, Social, Email,
Direct)
Mosaic Code: “A04 – Serious Money”
“Super Mom”
Pen Portraits represent a jumping off point…
… for deeper insight discovery and recommendations for specific messaging
Ranging the
Target
STEP 1
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“Super Mom”
Ranging the
Target
STEP 1 "cooking for allergies"
("kids" or "children") and "obesity"
("mother" or "mum") and "cleaning"
("mother" or "mum") and "housework"
("kids" or "children") and "housework"
("kids" or "children") and "chores"
"DD" and ("parent" or "family")
"DS" and ("parent" or "family")
"DH" and "family" and "kids"
"DC" and ("parent" or "family")
"mother" and "breast cancer" and "children"
"daughter" and "cervical cancer"
"Mum" and "anxiety"
"mum" and "stress"
"mother" and "anxiety"
"mother" and "stress"
("mother" or "mum") and " back to work"
"Stay at home mum"
"working mum"
(“mum” or “mother”) and (“home working” or “working from home”)
"children" and "bullying"
"son" and "bullying"
"daughter" and "bullying"
"daughter" and "the pill"
("kid" or "children") and "discipline"
"Child" and "custody" and "Boyfriend"
"Child" and "custody" and "girlfriend"
"divorce" and "children" and "custody"
"family" and "friendly"
"fostering" and ("children" or "kids")
("Kids" or "children") and "holidays"
"family" and "holidays"
("kids" or "children") and "tuition fees"
"Finding" and "Primary School"
"Finding" and "Secondary School"
"daughter" and "boyfriend" and "sex"
"son" and "girlfriend" and "sex"
"teenager" and "sleeping together"
"daughter" and "facts of life"
"son" and "facts of life"
"children" and "games" and "car journeys"
"children" and "entertain" and "car journeys"
"working mother"
("mother" or "DH") and "let off steam"
("mum or "Mother" or "DH") and "scream"
("mum" or "mother" or "DH") and "scream"
("mum" or "mother" or "DH") and "rant"
("mum" or "mother" or "DH") and "moan"
"meeting other parents"
"mother" and "Always Ultra" and "pads"
"mum" and "Always Ultra" and "pads"
"Managing" and "Family" and "Budgets"
"living on a budget" and "children"
"Saving money" and "family" and "Kids"
"mum" and "Duracell"
"mother" and "Duracell"
"mum" and "Fairy Liquid"
"mum" and "Fairy washing powder"
"mum" and "Fairy dishwasher tablets"
"mother" and "Fairy Liquid"
"mother" and "Fairy washing powder"
"mother" and "Fairy dishwasher tablets"
"mother" and "Gillette"
"mum" and "Gillette"
"mum" and "Lenor"
"mother" and "Lenor"
"mum" and "Max Factor"
"mother" and "Max factor"
"mum" and "Olay"
"mother" and "Olay"
"mother" and "Oral B"
"mum" and "Oral B"
"mother" and "pampers"
"mother" and "Pantene"
"mum" and "pantene"
"kids" and "pringles"
("mother" or "mum") and "sanitary towel"
("mother" or "mum") and "hair care"
("mother" or "mum") and "stains"
"family" and "stain removal"
"kids" and "stain removal"
"kids" and "washing powder"
"kids" and "fabric softner"
("mother" or "mum") and "skin care"
1 Diet 1. Children's health
2 Health
3 Household cleaning
2. Domestic issues
4 Family group 3. General family issues
5 Health 4. Mothers issues
6 Back to work
7 Stay at home
8 Work
9 Bullying 5. Universal parenting issues
10 Contraception
11 Discipline
12 Divorce
13 Family friendly
14 Fostering
15 Holidays
16 School
17 Sex
18 Travel
19 Work
20 Budgeting
21 Let off steam 6. Social release
22 Socialising
23 Always ultra 7. Target brands
24 Duracell
25 Fairy
26 Gillette
27 Lenor
28 Max factor
29 Olay
30 Oral b
31 Pampers
32 Pantene
33 Pringles
34 Feminine hygiene 8. Target categories
35 Hair care
36 Household cleaning
37 Laundry
38 Skin care
39 Technology support
9. Mothers and technology
40 Alcohol 10. Parenting teenagers
41 Depression
42 Drugs
43 Exams
44 Fostering
45 Piercing
46 Sex
47 Sexualisation
48 Tattoos
Pen Portraits help focus qualitative research on 100’s of magazines, social networks, television programs, etc.
… which results in the preselection of specific terms (86 in this case) and important categories
(11)
"cooking for allergies"
("kids" or "children") and "obesity"
("mother" or "mum") and "cleaning"
("mother" or "mum") and "housework"
("kids" or "children") and "housework"
("kids" or "children") and "chores"
"DD" and ("parent" or "family")
"DS" and ("parent" or "family")
"DH" and "family" and "kids"
"DC" and ("parent" or "family")
"mother" and "breast cancer" and "children"
"daughter" and "cervical cancer"
"Mum" and "anxiety"
"mum" and "stress"
"mother" and "anxiety"
"mother" and "stress"
("mother" or "mum") and " back to work"
"Stay at home mum"
"working mum"
(“mum” or “mother”) and (“home working” or “working from home”)
"children" and "bullying"
"son" and "bullying"
"daughter" and "bullying"
"daughter" and "the pill"
("kid" or "children") and "discipline"
"Child" and "custody" and "Boyfriend"
"Child" and "custody" and "girlfriend"
"divorce" and "children" and "custody"
"family" and "friendly"
"fostering" and ("children" or "kids")
("Kids" or "children") and "holidays"
"family" and "holidays"
("kids" or "children") and "tuition fees"
"Finding" and "Primary School"
"Finding" and "Secondary School"
"daughter" and "boyfriend" and "sex"
"son" and "girlfriend" and "sex"
"teenager" and "sleeping together"
"daughter" and "facts of life"
"son" and "facts of life"
"children" and "games" and "car journeys"
"children" and "entertain" and "car journeys"
"working mother"
("mother" or "DH") and "let off steam"
("mum or "Mother" or "DH") and "scream"
("mum" or "mother" or "DH") and "scream"
("mum" or "mother" or "DH") and "rant"
("mum" or "mother" or "DH") and "moan"
"meeting other parents"
"mother" and "Always Ultra" and "pads"
"mum" and "Always Ultra" and "pads"
"Managing" and "Family" and "Budgets"
"living on a budget" and "children"
"Saving money" and "family" and "Kids"
"mum" and "Duracell"
"mother" and "Duracell"
"mum" and "Fairy Liquid"
"mum" and "Fairy washing powder"
"mum" and "Fairy dishwasher tablets"
"mother" and "Fairy Liquid"
"mother" and "Fairy washing powder"
"mother" and "Fairy dishwasher tablets"
"mother" and "Gillette"
"mum" and "Gillette"
"mum" and "Lenor"
"mother" and "Lenor"
"mum" and "Max Factor"
"mother" and "Max factor"
"mum" and "Olay"
"mother" and "Olay"
"mother" and "Oral B"
"mum" and "Oral B"
"mother" and "pampers"
"mother" and "Pantene"
"mum" and "pantene"
"kids" and "pringles"
("mother" or "mum") and "sanitary towel"
("mother" or "mum") and "hair care"
("mother" or "mum") and "stains"
"family" and "stain removal"
"kids" and "stain removal"
"kids" and "washing powder"
"kids" and "fabric softner"
("mother" or "mum") and "skin care"
1 Diet 1. Children's health
2 Health
3 Household cleaning
2. Domestic issues
4 Family group
3. General family issues
5 Health 4. Mothers issues
6 Back to work
7 Stay at home
8 Work
9 Bullying 5. Universal parenting issues
10 Contraception
11 Discipline
12 Divorce
13 Family friendly
14 Fostering
15 Holidays
16 School
17 Sex
18 Travel
19 Work
20 Budgeting
21 Let off steam
6. Social release
22 Socialising
23 Always ultra
7. Target brands
24 Duracell
25 Fairy
26 Gillette
27 Lenor
28 Max factor
29 Olay
30 Oral b
31 Pampers
32 Pantene
33 Pringles
34 Feminine hygiene
8. Target categories
35 Hair care
36 Household cleaning
37 Laundry
38 Skin care
39 Technology support
9. Mothers and technology
40 Alcohol 10. Parenting teenagers
41 Depression
42 Drugs
43 Exams
44 Fostering
45 Piercing
46 Sex
47 Sexualisation
48 Tattoos
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… qualitative, semantical research is then validated and refined through “gossip” search investigation…
-20000
0
20000
40000
60000
80000
100000
120000
140000
160000
180000
200000
Mar
ch '0
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Ap
ril
May
Jun
e
July
Au
gust
Sep
tem
ber
Oct
ob
er
No
vem
ber
Dec
emb
er
Jan
uar
y '0
9
Feb
ruar
y
Mar
ch
Ap
ril
May
Jun
e
July
Au
gust
Sep
tem
ber
Oct
ob
er
No
vem
ber
Dec
emb
er
Jan
uar
y '1
0
Feb
ruar
y
Mar
ch
Ap
ril
May
Jun
e
July
Au
gust
Sep
tem
ber
Oct
ob
er
No
vem
ber
Dec
emb
er
Trend line
Holiday Summer Vacation Back to School
1. Nearly 100K domains 2. Focused on “Family” themes 3. Spanned 3 years 4. Evaluated some 2M conversations
… where search terms are ranged against domains, themes, authors, date ranges and everything else that can be targeted to focus the analysis on relevant, interesting
conversations
Ranging the
Target
STEP 1
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Identify key influencers, categorical elements of authors. Are they motivated by a key issue? Do they achieve a topic
saturation to make them a notable outlet? Etc.
Identifying the biggest influencers
Author Handle No of posts
Lead Conversation Themes
MomA 128 Look after your self tips
MomB 106 Adoption - 2 kids 13 and 17 - positive , active on adoption advice and support
MomC 105 School, teaching, teen behaviour, advice on dealing with difficulties at school
MomD 96 Bereavement, travel, teenagers, general chat
MomE 89 Schools, anxiety, anti-man
Mom1 87 Positive single parent
Mom2 86 Asperger's interest – generally supportive, active in general forums
Mom3 84 Teenage kids, bad relationship, negative outlook
Mom4 79 Money, schools
Mom5 69 Family conflicts
Finding the
Scent
STEP 2
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Influence and authority are mathematically derived from an analysis of the contributor’s social graph. Understanding the
shape of their graph (star, sun, etc.) helps estimate reach, impressions, etc.
Domain People in set
posting at domain
Total postings
Author authorit
y ranking
Overall influence
score* Domain Type
SuperMom.com 12,903 48,320 1 128,421 Parents forum
TheMotleyFool 4,988 12,301 4 44,778 Financial
forum
USAToday 1,231 6,551 10 37,814 National
newspaper
answers.yahoo.com 2 2,646 10 32,588 Discussion
board
twitter.com 10,312 13,519 10 33,824 Microblog
News 88 3,739 10 20,800 News forums
Ning 2,049 4,360 3 17,470
Social forum (aimed at
student but universal)
NYTimes 34 2,794 10 18,581 National
Newspaper
MyLife 1,818 4,317 10 14,509 Entertainment
/ Lifestyle forum
Identifying the top domains
Finding the
Scent
STEP 2
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Triangulating the time dimension across influencers and domains helps pinpoint
the exact location and people to target for the greatest
effect.
Finding source of sustained interaction and influence
Top 500 Influencers 2010
Top 500 Influencers 2008
Top 500 Influencers 2009
435
430 468
15
44 6
11
59 domains showing sustained influence
Finding the
Scent
STEP 2
Mind mapping the key influencers and the primary
themes
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Following the Trail
STEP 3
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Identifying and establishing contact with the most influential
Identify the main categories that the most
influential focus on.
Evaluate which social channel (community,
WOM, syndication, etc.) has the greatest
penetration.
Following the Trail
STEP 3
36 32 34
26 25
32 32
35 33 34
-11 15
27 -22
29 35 34
-10 32
6 -15
21 -12
6 4
35 32
-26 -38
-34 -9
-34 35
-1 -5
-12 11
5
-50 -40 -30 -20 -10 0 10 20 30 40 50
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Finding the trending topics
Feminine hygiene
Cars
Hair care
Home working
Internet security
Household products
Stay at home mum
Skin care
Alcohol
Money
Housework/cleaning
Fashion
Cooking
Me time
Being a working mum
Fostering
Consumer focus
Child safety
Campaigns
Emotional release
Discipline
Technology support
Law/legal
House/home
Bullying
Sex
Family friendly activities
School/education
Holiday
Religion
Health and wellbeing
Holidays
Teenagers
Time management
Politics
Relationships
Family life
National and local news …
Growth of teenage threads in key forums – core unmet need
Rich set of themes within the context of family from morals to money. Talking about the family means talking about the whole of life. This is broken down in the Key Themes analysis.
Growing openness to discuss sex and sexuality
Growing focus on doing things as a family
Peer technology support on choosing and using technology
Growing trends in being active and involved with women's/ family politics / fundraising / activism issues
Growing voice for consumer rights Growing lobby promoting fostering Growing focus on the challenges of being a working mum
Food and cooking in trending as hobby as well as practical living
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2
3
4
5
6
7
8
10
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Conversation trends to watch – low volume but high growth
Following the Trail
STEP 3
Opt-in Handl
e
Date
Sentiment
Trends
Aggregate
Product Lifecycle
Brand Preference
Clusters
Domain
“Molecule Theory”
Social Mention
CRM Platform
Code
Segment Variable
While value is created from insight generation that can be leverage in creation of new social campaigns, there is huge potential to appending social insights to known, addressable audiences who can be reach via digital and traditional.
Painting the
Target
STEP 4
MUST, SHOULD, COULD
Action plan on where, when, and how you could get started
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MUST:
DEVELOP A
PLAN FOR
WEAVING YOUR
MULTICHANNEL
NET
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SHOULD:
BEGIN TRIAL
WITH NEW
CAPTURE &
MEASUREMENT
TECHNIQUES
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COULD:
APPOINT
LEADER TO BE
VOICE-OF-THE
CUSTOMER
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© 2011 Experian Information Solutions, Inc. All rights reserved.