predictive marketing roc presentation 2015 · 1. social media platforms own the customer base, not...
TRANSCRIPT
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Presenters
Calvin Anderson
Director of Revenue Management
New York Hilton Midtown
Loren Gray
VP Digital Strategy
Standing Dog
Interactive
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First Polling Question
• Since our last ‘visit’ together do you use paid Social Media? Y/N
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Recap Last Years Session
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Second Polling Question
• Is anyone using any of the following?
• HPA ads
• Retargeting in general
• Retargeting on social
• Paid Meta search
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What’s New This
Year in Social?
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• Power Editor
• Paid Social Ads
• Custom Audiences
• Lookalike Audiences
• Specific / Topic / Category
• Dynamic Email Targeting
• Dark Social
• Facebook Apps
• Local Directory
• Open Graph Search
• Dynamic Ads
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Social Selling through Sales Navigator
• InMail Messaging
• Lead Builder
• Lead Recommendations
• Enhanced “Who’s Viewed”
• Real-time Sales
Intelligence
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The World’s Largest Catalog!• Male audience has
more than doubled in
the past year
• Buy Now Button with
Apple Pay
• Food and lifestyle are
strongest
• SMERF Business is
strong
• Average purchase is
higher than Facebook
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Fun Facts About Instagram
• Massive Active
Audience
• Beating Twitter on
instant engagement
volume
• Ability to convey
message with no text
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Twitter – New
Uses, New Tools
• Twitter Cards
• Twitter DM Campaigns
• Twitter Paid & ‘Buy Now’
Button
• Twitter Advanced/Historical
Search
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Oh and…..
• Predictive Modeling
• Dynamic Retargeting
• Google Analytics
>M use
• Visual Recognition
• Facial Recognition
• Location Based
Marketing
• Live Broadcasting
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The really big difference this
year• Its still important to know who your guest
is.
• But its so much more important to know what they are interested in
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Visual Recognition• Wave phone over any item
with the Shazam camera logo on it or a QR Code
• Instantly get taken to custom mobile experiences including interactive content, special offers, and ability to purchase items or share them with others.
• Lives side-by-side with the existing Shazam audio functionality
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Facial Recognition
Google Photos
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Location Based MarketingBeacons
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So what’s the forecast?1. Social Media platforms own the customer base,
not the business
2. Internal Social ID capture is everything
3. Metamediaries will continue to grow
4. Traditional social/digital marketing models will
yield lower ROI’s, so alternatives will be found
5. Rise of the “long tail” and fall of the brand
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Not Your Customer!
• Data base submission
• Give and take model
• Give and charge model
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Your SOCIAL IDAll linked by: email or phone
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The Rise of Metamediaries
• Convenience of transacting
• Intuitive product offerings
• Lifestyle purchasing behavior
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Traditional Social Marketing
Yields Diminishing ROI’s• First organic reach
diminishes
• Growth in newsfeed bidding competition causes higher bids
for lower ROI’s
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Rise of the “Long Tail” = Brand Disruption
• Distribution no longer
hindered by “shelf
space”
• The individual player
gains exposure
• Customer valuation focus
on actual offering vs.
branding
• Brand searches for new
relevance
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Auf Wiedersehen!