social media strategies summit - san francisco 2014

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September 25 2014

The Power of Predictive Social Analytics

jeff@viralheat.com@jrevoy

Small BusinessSmall BusinessThe view from The view from main street.main street.

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About Viralheat About Viralheat

Easy to Use, Comprehensive & Data Driven

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• Market Overview

• Brand Challenges

• Case Studies

Agenda

The Move to Predictive Social Analytics

The Move to Predictive Social Analytics

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In the beginningIn the beginning

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It was easier to target customers It was easier to target customers

First online display banner ads delivered October 19941.

First ad on Facebook ran from Y2M in 20042.

The average teenager can only concentrate on homework for SIX minutes before switching

to a tech device!

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The Customer FunnelThe Customer Funnel

Before Today

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The Customer FunnelThe Customer Funnel

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Customers Customers

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Marketing ChallengesMarketing Challenges

Social ROISocial ROI

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Brands engaging with social media at incredible levels Brands engaging with social media at incredible levels

Multiple tools and channelsMultiple tools and channels

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Closing the Loop – Centralized Social Data

OwnedOwned PaidPaid

EarnedEarned

Closing the Loop

•Closing the loop - providing

data/insight across all brand social activities - owned, earned, and paid. Centralized data can be integrated into core enterprise activities - CRM, Marketing automation, support, analytics and

advertising!

Page 17 © 2014 Marketo, Inc. #mktgnation14

Jeff: Do we need a how to get there transition?

So, So, howhow do we do we get there?get there?

1.1.Case StudyCase Study. – . – ContentContent

You don’t always needYou don’t always needto burn time on to burn time on new new ideas.ideas.

2.2.Case StudyCase Study. - . - IdentifyIdentify

A Life Changing Event

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Tracked Keywords and Hashtags:

#imengaged #justengaged #wereengaged #engaged #isaidyes #shesaidyes "I'm engaged”

What’s Our Wedding Pool

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Viral Post

Engagement Trends

Engage quickly and directly with users.

Wedding Crashers

Influencers to build

relationships with.

Related Keywords

for accurate

copy.

Related Influencers

Honeymoon Destinations

Wedding Cakes

Wedding Planners

All have potential to make a sale.

Lead Opportunities

Long Term Lead Opportunities

3.3.Case StudyCase Study. – . –

TargetingTargeting

Targeting can be challenging...

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Case Study – T Mobile@WorkCase Study – T Mobile@Work

Launch New VoIP ProductInternet based business phone

system

First small business-focused VoIP product for T-Mobile

T-Mobile Hosted Business SolutionsT-Mobile Hosted Business Solutions

• Crowded category

• First business-focused VoIP product

• Needed to identify relevant audience

• Target key influencers & adopters

The ChallengeThe Challenge

T-Mobile turned to social media to:

•T-Mobile brand sentiment

•Learn where engagement highest

•Determine language/terms used

•Identify SMEs

Social DiscoverySocial Discovery

Solution

Real-time research – #VoIP, #newoffice

Target key influencers re: T-Mobile@work

Identify & cultivate leads

Determine most effective channels

Monitor the ConversationMonitor the Conversation

500 pilot customersHigh percentage were Influencers

Identified best terminologyInsights implemented into campaign

ResultsResults

4.4.Case StudyCase Study. – . –

ResultsResults

Advertising Insights for TV

Little/No activity High activity

Descriptions:

All times Pacific Standard

Organic vs Paid Follower Growth

Timing

• Follow conversations

• Understand life of post/tweet

• Intelligent publishing

Run Smart Promotions• Capture the social

ROI of your campaign in Google Analytics

• Cross channel reports illustrate how network performance compares

Automation

• Enterprise integrations (CRM, Support, HR)

• Lower cost of ownership

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Viralheat – Social Analytics

OwnedOwned PaidPaid

EarnedEarned

Closing the Loop

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Viralheat Viralheat

Easy to Use, Comprehensive & Data Driven

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Questions?Questions?

jeff@viralheat.com@jrevoy