the move to predictive social behavior
DESCRIPTION
Social media is becoming the new way to reach out to potential customers. With the advent of predictive social analytics, it becomes simple to target customers interested in making a purchase.TRANSCRIPT
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March 31, 2014
The Move to Predictive Social Behavior#SMWF
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Small BusinessSmall BusinessThe view from The view from main street.main street.
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About Viralheat
Patented, real-time data, sentiment and analytics
1B+…mentions per day
explosive
Growth
Comprehensive social media management
Social and Enterprise
integrations
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• Market Overview
• Customer Challenges
• Case Studies – Predictive Social Behavior
• T-Mobile/HBS Case Study
• Appia Case Study
Agenda
The Move to Predictive Social Behavior
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In the beginning
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It was easier to target customers
First online display banner ads delivered October 19941.
First ad on Facebook ran from Y2M in 20042.
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The Customer Funnel
2008 Today
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The Customer Funnel
* Forrester
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Marketing Channels
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Customer Challenges
• Identifying
• Targeting
•Measuring
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Social Management for Marketing Managers
Enterprise Data Integration for
Marketing Executive
SalesforceSalesforceSugarCRMSugarCRM
MARKETO MARKETO
ZendeskZendesk Google ,AnalyticsGoogle ,Analytics
API - Data ManagementAPI - Data Management
PublishPublish EngageEngage
AmplifyAmplifyAnalyzeAnalyze
MonitorMonitor
Viralheat Product Architecture
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Page 12 © 2014 Marketo, Inc. #mktgnation14
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Social Signals
Processor
Processor
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Social Signals
API
Synching and Matching
CustomerContact
Database
Social Actions Contact
Details
API
Social Signal provide a more complete view of existing leads and
customer preferences
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Jeff: Do we need a how to get there transition?
So, So, howhow do we do we get there?get there?
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1.1.Case StudyCase Study. – . – IdentifyingIdentifying
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You don’t always needYou don’t always needto burn time on to burn time on new new ideas.ideas.
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2.2.Case StudyCase Study. - . - TargetingTargeting
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Targeting can be challenging...
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The 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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What’s This?
Engagement Trends
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The Ashton Kutcher Effect
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Increased Lead Generation.
Lead Drilldown
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Engagement Influencers
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The Perfect Couple #Engaged!
Wedding Promoters
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The waitress asked if I was done with that, and I said yes, but I’m married to it!
Wedding Crashers
Maybe not a engagement lead but……
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New Lead Opportunities
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New Lead Opportunities
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New Lead Opportunities
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3.3.Case StudyCase Study. – . –
MeasuringMeasuring
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Case Study – T Mobile
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Launch New VoIP ProductInternet based business phone system
First small business-focused VoIP product for T-Mobile
zzT-Mobile Hosted Business Solutions
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• Crowded category
• First business-focused VoIP product
• Needed to identify relevant audience
• Target key influencers & adopters
The Challenge
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T-Mobile turned to social media to:
•T-Mobile brand sentiment
•Learn where engagement highest
•Determine language/terms used
•Identify SMEs
Social Discovery
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SolutionReal-time research – #VoIP, #newoffice
Target key influencers re: T-Mobile@work
Identify & cultivate leads
Determine most effective channels
Monitor the Conversation
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500 pilot customersHigh percentage were Influencers
Identified best terminologyInsights implemented into campaign
Results
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T-Mobile turned to Viralheat due to:
•End-to-End Social Media Monitoring and Management
•Real-time, actionable insights and analysis
•Integration with existing Enterprise applications
•Intuitive, easy-to-use application and interface
Viralheat Advantages