social data for marketing campaigns

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Fueling Marketing Campaigns with Social Insight John Derrico, Sr. Enterprise Sales Engineer @johnaderrico June 14, 2013

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How to use social data to drive reach and engagement with content and your campaigns. Build campaigns that resonate 1) Find the most engaged audience 2) Identify the most compelling content 3) Adjust tactics in real-time

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Page 1: Social data for marketing campaigns

Fueling Marketing Campaignswith Social

InsightJohn Derrico, Sr. Enterprise Sales Engineer

@johnaderrico

June 14, 2013

Page 2: Social data for marketing campaigns

Agenda

Campaign planning today

What’s possible with social

data

Example/ demo

Page 3: Social data for marketing campaigns

3

Welcome to the age of the

customer

Page 4: Social data for marketing campaigns

Connected Customers Connected Employees

Connected Partners

2.5 Billion connected users

Page 5: Social data for marketing campaigns

Source: IDC, Mary Meeker KPCB

Data

Share

d (

Zett

ab

yte

s )

9x Growth in Shared Content in 5 years

3.2Bn Facebook Likes

500M Tweets

100M Instagram Photos

250M Tumblr Posts

200M Bitly Clicks

70M+ Blogs, Forums

Page 6: Social data for marketing campaigns

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75%

1: http://www.technology-digital.com/web20/75-of-consumers-feel-more-connected-to-brands-on-facebook

Consumers feel more connected to brands

on Facebook1

Page 8: Social data for marketing campaigns

feel that brands listen to them more through social channels1

35%But only

http://www.technology-digital.com/web20/75-of-consumers-feel-more-connected-to-brands-on-facebook

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How are you integrating social data into your

campaigns?

Page 10: Social data for marketing campaigns

So why isn’t

everyone doing it?

Page 11: Social data for marketing campaigns

Difficult to

1 aggregatedata across hundreds of sources

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• Difficult to

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2the data once it’s collected

filter & organize

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Difficult to

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3 infer context from the data

Page 14: Social data for marketing campaigns

So what’s

possible with social data?

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Page 15: Social data for marketing campaigns

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You can drive campaign reach & engagement

Page 16: Social data for marketing campaigns

You can gain a

Deeper understanding of your audience

Integrate social with enterprise data Understand interests and sentiment Identify demographic/behavioral

segments

Page 17: Social data for marketing campaigns

You can connect your audience

with relevant content

Analyze past content performance Identify what resonates by audience Uncover content gaps

Page 18: Social data for marketing campaigns

You can analyze and adjust

in real-time

Page 19: Social data for marketing campaigns

How can marketers build

campaigns that resonateusing social data?

Page 20: Social data for marketing campaigns

Example Product Launch Campaign

Studied BlackBerry’s Z10 as an example

Product launched February 2013

Data collected using a combination of DataSift’s Historics, Demographics, and real time service

Visualizations built using Splunk & Fusion Tables

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Identify the audience

Without Social Data

• Use CRM to search for current/prior product owners

• By demographic• By purchase history

With Social Data

+ Find anyone talking about product + Find those people unhappy with competitor+ Slice and dice by age, device, demographic+ Identify social feeds that audiences are most

active on

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Everyone talking about Blackberry by age

Link to chart

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Breakdown of social users by type of mobile device used

Link to chart

Page 25: Social data for marketing campaigns

Where are people talking about Blackberry located?

Link to chart

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Within the Blackberry segment what applications are they using to

engage?

Link to chart

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Create the ContentTypically • Email announcement & offers by audience

• Website content & offers• Social media announcement & offers

With Social Data

+ Assess what’s important to your audience+ Identify important/trending content+ Extract positive/negative sentiment+ Identify topics of interest by audience

+ Analyze content performance from prior campaigns+ Identify popular links being shared+ Identify popular links based on click-

throughs+ Analyze most popular retweets

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Games are the top links

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Placeholder for most popular links

Link to chart

Page 29: Social data for marketing campaigns

Blackberry had the most popular retweet, but did it resonate with the target audience?

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Placeholder for most popular retweets

Link to chart

Page 30: Social data for marketing campaigns

Execute & Analyze Results

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Typically • Volume of mentions• Volume of retweets• Volume of click throughs

With Social Data

+ Assess reach (did we reach our audience)+ Analyze by age, device, location, segment

+ Assess which content is resonating+ Analyze most popular links shared+ Analyze popularity based on click-throughs+ Evaluate positive/negative feedback on

content

+ Assess which channels are driving conversion

Page 31: Social data for marketing campaigns

Where does social data fit in a

Product Launch?

Better identify your audience Create more relevant

content Execute and analyze results

Page 32: Social data for marketing campaigns

Summary

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Embed social data throughout your campaign to ensure reach and drive engagement.

Drive deeper insights into your audience

Connect them with relevant content Analyze and adjust in real-time

Page 33: Social data for marketing campaigns

Thank You & Next Steps Register for Expert Series Training: http://dsft.ly/ExpertTraining

Take a tour of the DataSift platform at www.datasift.com

To get started right away, email the DataSift team at [email protected]

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Thank You

John DerricoSr. Enterprise Solution Consultant

@johnaderrico johnaderrico

Follow us: @DataSift

DataSift

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