Microsoft Confidential

Social Analytical Design

SMX Social Media Marketing

#SMX

November 19, 2014

Geoff Colon - @djgeoffe #BingAds

Microsoft Confidential

• In the next five years, mobile advertising will grow over 300 percent from about $13 billion today to just under $40 billion

• There is still a significant difference between revenue per click on mobile and revenue per click on desktop. But this is device mumbo jumbo. Let’s talk people…

• Insight 1: Two types of targeting: Audience and Keywords. An audience is a group of targets that specify the smallest possible bucket of people.

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• Macro: Keywords are targeted based on user intent

• Micro: Audience is identified based on various factors - Device / Location / Time of Day / Language / Gender / Income / Job Title / Age / Language / Interests / Behaviors

• The More Micro the Information, the better ideas for CREATIVE!!!

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Macro:

College graduate

Lives in Seattle

Writes a blog

Dad

Loves soccer

Micro:

BA in Journalism and Communication

Lives in Kirkland, WA / Rents

Enjoys using Tumblr, Instagram

2 daughters

Plays and watches

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Microsoft Confidential

Socrates and the Socratic Method1. Shared goals and objectives

2. Shared questions and problems

3. Shared information and data

4. Shared modes of interpreting or judging that

information

5. Shared specialized concepts and ideas

6. Shared key assumptions

7. A shared point of view (which enables you to

pursue common goals from a common

framework)

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“Engagement, not solely profit and KPIs linked to revenue, is the true currency that people use to show their genuine interest and affinity.”

– Natasha D. Smith, “Engagement: The True Currency”

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“Interest graphs have perceived utility and value because of the premise that people’s interests are a major aspect of who they are, forming part of their personal identity, and can be used as indicators of such things as what they might want to do or buy, where they might want to go, or who they might want to meet, follow or vote for. “ - Wikipedia

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“Search and Social Data should not live separately. The data you have from search can be used in social and vice versa to create one, unified KPI: Engagement Rate.” – @djgeoffe

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Building Value from others Value…

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Creating value from value others have created

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Microsoft Confidential

Microsoft Confidential

Remix Culture

Insight 2:

“Knowledge and manipulation of multi-media technologies is the current generation's form of literacy. This manipulation creates more data to enable future execution."

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Everywhere…

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1. Distribution

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2. Content

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3. Human Behavior and Habits

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4. UGC

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5. Personalization

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6. Engagement

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Distribution – Stores and people

Content – The Packaging, Digital

Experiences

Human Behavior – Ego

Visual Experiences - Photography

Personalization – Your name

Engagement – Sharing,

Mentions, Photos

Measurement – Reversed 11

years of decline in sales

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Distribution – SMBs

Content – Educational

Human Behavior – Learning

Visual Experiences -

Infographics

Personalization – Your business

Engagement – Participation,

Mentions

Measurement – The #1

preferred credit line for SMBs

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Distribution – Customers

Content – The Product

Human Behavior – Ego

Visual Experiences -

Photography

Personalization – Your Look

Engagement – Sharing,

Mentions

Measurement – Looking at

possible IPO in 2015

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Agency:

Premium Agency:

Direct to SMB Advertiser:

Direct to Premium Advertiser:

Distribution – Customers

Content – Personalized

Human Behavior – Utility

Visual Experiences - Snackables

Personalization – Your business

Engagement – Education,

Adoption

Measurement – Performance

Satisfaction Reversal

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• “Change By Design” by Tim Brown

• “The Lean Startup” by Eric Ries

• “Here Comes Everybody” by Clay Shirky

• “The Long Tail” by Chris Anderson

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Engagement:

Twitter: @djgeoffe

LinkedIn: LinkedIn.com/in/geoffreycolon

SlideShare: SlideShare.net/geoffreycolon

Blog: futuristlab.tumblr.com

Book: disruptivemarketing.tumblr.com