#intent

from the social Webharvest consumer intentHow to

The social web encourages us to send out a constant stream

of likes, Tweets and check-ins. Things we’ve done and want

to share. Most of it, however, consists of past actions.

But what about our future actions? Our interests? The things

in our bucket lists? There’s a new interest graph emerging on

the web that allows us to express our passions and plans in a

way that should be far more valuable to brands and

marketers than our declaration of things we’ve already done.

The social graph is

The interest graph

who I know.

what I like.

How is the interest graph (and with it the expression of intent) changing how both consumers and brands use social media?

How is the interest graph (and with it the expression of intent) changing how both consumers and brands use social media?

1

The social graph allows us to connect and follow individuals.

But we sometimes get more than we want.

But if we could filter our “friends” based on interests and only “follow” the content that matters to us.

It might be far more useful. We can filter and turn information into knowledge.

Better yet it remains persistent. So even if we miss it in the serendipity of the stream, it’s there when we need it.

Opportunity for brands, too. After 35 years of being a customer, AMEX doesn’t know me, at least not on Facebook.

Enjoy a complimentary resort stay when you book a cruise of 7 nights or longer online with American Express Travel.

Cruises? Maybe my friends like cruises.

I’m a cyclist. Imagine if AMEX could market to my interests?

What are the platforms and the differences among them?

2

What are the platforms and the differences among them?

add better explore sections

Foursquare getting in the game.

The Fancy

Springpad will help convert interest to action with lots of useful enhancements and alerts.

Consumer are jumping on platforms like Pinterest, but do marketers yet understand the opportunity?

3

Brands integrate more naturally into the interest

graph when compared to the social graph.

Consumers are using these platforms as a wish-

list and a scrapbook of interests and inspiration,

This aggregated content informs brands of

consumer aspiration and potential intent.

Brands understand that Twitter can be used as

a platform for conversation but most have not

made that connection with platforms like

Pinterest and others. The focus, for now, is

broadcasting content.

DO YOU CAPTURE PREFERENCES AND INTERESTS EXPRESSED BY CONSUMERS?

No

68.8%

Don’t know

17.5%

Yes

13.6 %

4.5% 1.3% 0.7%

0.7% 3.3% 0.7%

How can brands and marketers start to leverage or take advantage of these platforms?

4

Marketers, brands, platforms have a lot of work to do.

It’s going to take a shift in perspective from ‘say & think’ to ‘do & share.’

If all you do is show,

the only thing users will do is look.

Foster discovery

Learn to engage in the new space

Market to

data

• set up profile with multiple notebooks

• include context and utility

• include non brand based assets

• invite others to curate

• support and encourage users

• this is the basic stuff

Foster discovery with direct brand engagement:

Engage in platform appropriate ways

• go where you’re welcome

• embrace your expertise in more than your own products

• become a trusted source

• link to & recognize your best advocates

• sponsor tags

• Use the data (pins, springs) to learn what to do next - with your content, your marketing, your product

• Make product data sharable - and worth sharing

• Continuous engagement & improvement - through alerts and enhancements

• Develop APIs and make your product data “free” in a much richer fashion

Learn from and market to the data

Are any brands getting it right?

Basic approach

too many pins | all the same | little content variety

Doing it better

not only their own stuff

Sharing, but capturing?

Inspiring discovery and learning interests from it

http://pinterest.com/modcloth/vintage-vantage/

What could they be doing?

6

What does success look like?

7

• For some brands Pinterest is already driving more web traffic than Google or Twitter.

• It’s becoming a top traffic driver for women’s magazines.

• Distribution channel for retailers and content brands.

Web traffic

Brand awareness and engagement

Outcomes in purchase and action (ROI)

• Increased trust from demonstrating that you know someone’s interests rather than (marketing to) their demographics

• More relevant engagement based on mutual interest

• Relevant engagement leads to higher rates of conversion

How do brands get started?

8

• explore all the sites

• establish a presence

• don’t commit to just one

• learn conversation strategy

• measure and track everything

• create relationships with platforms

• understand data and market to it

QUESTIONS