social attribution the missing link for mobile. social & mobile incredible growth
TRANSCRIPT
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Social AttributionThe m iss ing l i nk f o r mob i l e
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Social & MobileIncredible Growth
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Source: Comscore, Twitter
Social & MobileMeasuring Social Engagement
Access to 25 Billion social connections• 100 billion Bit.ly Links since Jan.
2011• 500 million Tweets per day
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USER GENERATED ENTROPY
TRAVEL AUTO NEWS TECH LOCAL BUSINESS ENTERTAINMENT SHOPPING
SOCIAL NETWORKS AND AUDIENCESConsolidated social media channels
Social & MobileThe distributed User Profile
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Search terms relevantto your brand
Apps & Sites relevantto your brand
People relevantto your brand
Social Intent GraphThe Elusive Audience
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Search terms relevantto your brand
Apps & Sites relevantto your brand
People relevantto your brand
Social Intent GraphThe Elusive Audience Users v. Channels
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Social Intent GraphConversation Cloud
Signal to Noise ratio
Amplification
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Intent
Deal SeekerEco-friendly Shopper
Mayor of 40+ shops downtown on 4sq. Deals and discounts everywhere!1hr ago via Slices
Tap
Personalized Creative Based On Intent
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Intent Personalized messaging
I wish more retailers and shops had eco friendly clothing : /1hr ago via Echofon
Biking with @Sheri219 to the mall, for exercise and to shop a lil’ bit!2hrs ago via Tweetcaster
Social + Rich MediaTargeted Messaging
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Social AttributionThe 4 W’s of Social
Where the user was
When did they engageWhy they engaged
Who engaged
Location
Daypart
Intent
Audience
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Social AttributionMeasuring Interactions
Interactions AttributionScheduling a calendar
Mapping to a storeClick to callVideo views
Follow on Tweet / Facebook
TopicsConversations
Tags
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Social AttributionMeasuring ROI
Interactions $Scheduling a calendar
Mapping to a storeClick to callVideo views
Follow on Tweet / Facebook
$1.50$0.85$0.45$0.35$0.95
MetricCost per User Engagement
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Social AttributionMeasuring Social Engagement
ENDEMIC CHANNELS AND BEHAVIOR
I wish more retailers and shops had eco friendly
clothing : /1hr ago via Echofon
I just checked in at Clarkdale Mall (103 Parkdale Ave. NY)
2hrs ago via Foursquare
http://bit.ly/11Jods1
In serious need of some discount shopping!
1hr ago via Echofon
http://bit.ly/51Joxff
I just checked in at Winners (25 Rosvalley S. NY)
2hrs ago via Foursquare
www.peta.com www.groupon.com
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Social AttributionThe m iss ing l i nk f o r mob i l e
Q & A
Dilshan Kathriarachchi@shanwhiz
Addictive Mobility . @addictivelabs