using emerging media data to drive marketing campaigns - 22 march 2011

Ron JacobsPresident, Jacobs & ClevengerCo-Author, Successful Direct Marketing MethodsSponsor, Ron Jacobs & Bob Stone Multichannel Marketing

Communications Certificate Program, DePaul University

Copyright 2011 Jacobs & Clevenger

Ron [email protected]

Using Emerging Media Data to Drive Marketing Campaigns

Using Emerging Media Data to Drive Marketing Campaigns

A Presentation forA Presentation for

direct mail?

data? search?Email?web?

DM Days 2011DM Days 2011


Agenda

• How marketers are capturing and using behaviors of decision makers, influencers and buyers that digital & social media tools can produce

• What can be learned from Social Media data mining• The role of content, curation and collaboration• Understanding the social graph• The importance of identifying influencers


Is Social Media Marketing the New Direct Marketing?

Or, is Social Media Marketing just stealing our soul??


So, how is Social Media Marketing different than Direct Marketing?

• Multiple, individual voices that choose to engage

• Conversational tone– Not controlled by the brand

• Transparent & searchable– Users choose touch points

• Unique to the personality of prospects & customers

• Meets brand objectives• Partial customer engagement• Evaluate advocates, influentials

• Customers and prospects are targeted

• Communications & tone are controlled by the brand

• Single, outbound voice– Across all touch points

• Reflects the personality of the brand

• Meets business objectives• Full customer engagement• Evaluate with analytics

Direct Marketing Social Media Marketing


New thinking, a new lexicon. Not campaigns… curationNot ads… dialogues. Not awareness & interest… behavior.

ExperienceExperience CollaborationCollaborationEngagementEngagementRelevanceRelevance

AuthenticityAuthenticity TransparencyTransparency AccountabilityAccountabilityAgilityAgility

BehaviorBehaviorLike, FriendLike, Friend CurationCuration

InfluenceInfluenceEmotionEmotion

BrandBrand

ConsumerConsumer

ReputationReputationSe

ntim

ent

Senti

men

t


Curation enables consumers to become collaborators

7


Media Vs ChannelsIt’s about effectiveness, not efficiency


Channels work together, but play their own roles


Paid Media


Crispin Porter + Bogusky’s Social Home Page


Owned Media … A Brand Channel


Kogi BBQ… Twitter for traffic building and CRM


Earned Media… Angie’s List


Marketers (and Agencies) need to show accountability & effectiveness, not just measurement

• Everything has a Key Performance Indicator (KPI), but cross-channel activity makes measurement and attribution harder

– Relevance• How marketing adds value to the business

– Alignment• Proof that marketing is focused on the success of the business, not

the size of its budget – Rigor

• A fact-based, disciplined approach to strategy and execution• Without the above, Marketing gets The ROI Question– This is Finance’s way of asking “Can Marketing be trusted to spend the

company’s money wisely?”


Key Performance Indicators (KPIs) can help measure everything

1. Business contribution:Channel reach, revenue contribution (direct and indirect), Return On Investment (or ROMI), category penetration, costs and profitability.

2. Marketing outcomes: Customers, leads, sales, service contacts, conversion, retention, winback and response efficiencies. Acquisition cost, Avg. order, Avg. profit, Lifetime Value.

3. Customer satisfaction:Usability, performance/availability, recommendation behavior. Opinions, attitudes, reasons for defection, brand impact and churn.

4. Customer behavior :Profiles, customer orientation (segmentation), usability, clickstream and site actions. Bounce rates, conversions, page views, depth, page & site duration, RFM and transaction behavior.

5. Channel promotion:Attraction efficiency. Referrer efficiency, cost of acquisition and reach. CPM Vs CPC. Search engine visibility and link building. Unique visitors, frequency, e-mail marketing results. Channel integration.

6. Social media:Engagement (e.g. # of comments); involvement (e.g. time spent); bounce rate; # of reads, comments, & posts; brand affection/aversion; conversions; mention of brand name; advocacy; viral activity; referrals; recommendations; multiple moving averages; etc.

1. Business contribution1. Business contribution

2. Marketing outcomes

2. Marketing outcomes

3. Customer satisfaction

3. Customer satisfaction

4. Customer behavior

4. Customer behavior

5. Channel promotion

5. Channel promotion

6. Social Media

6. Social Media

•KPIs distill analytics data into relevant information

•Exclusive to each business

• Specific

•Valuable

•Actionable

•Focus on the 3 – 5 most significant metrics


Marketing Dashboards. The visual display of metrics.

Marketing Dashboards graphically display KPI’s in main categories

– Brand– Product– Customer– Channels– Efficiency– Organizational

Development– Macro-

economic Environment


Social MediaIt’s already being used by brands to optimize

marketing


Businesses are taking social marketing seriously

• The number of photos archived on Flikr.com as of June 2009

– 13.6 Billion• The amount of content (Links, news, posts, notes,

photos, etc. shared on FaceBook weekly – 3.5 Billion• The number of minutes spent on FaceBook daily– 16 Billon• If FaceBook were a country– It would be the 3rd most populated in the world, behind China

& India• The number of Articles on Wikipedia

– 16 Million


Businesses are taking social marketing seriously

• The amount of video uploaded to YouTube every minute– 24 hours

• The amount of time it would take to view every video on YouTube– 1,750 Years

• The number of YouTube videos viewed per day– 2 Billion

• The average number of tweets on Twitter.com every day– 65 Million


The Social Graph… Conversations are occurring around every category, brand, and the entire buying process

• Where are conversations taking place?

• What is being talked about? (e.g. Themes, categories, main topics, etc.)

• Is the Sentiment positive or negative?

• Can we identify Keywords to be used in dialogues, topics, headlines and copy?

• Who are the influencers driving them?


Online data begins to unlock the riddle of prospects & customers

• Social monitoring merges with Web analytics– Alterian, Omniture, Coremetrics/IBM, Webtrends

• Technology like Hadoop makes it easy for companies to tap unlimited data– E.g. New York Times making its archives public– Twitter archived by Library of Congress– Facebook Cassandra, Amazon Dynamo, Google BigTable

• Dashboards and data visualization tools make it easy to understand

• Balancing privacy and personalization


Some examples of social media data

• Simple data scans– The number of followers on Twitter and friends on FaceBook– The number of links, groups, retweets and frequency of conversation to

friends/followers– The number of re-tweets, FaceBook "likes", comments and the number

of views that a blog post generates– The themes, categories discussed in Tweets and FaceBook– Personal information e.g. Usernames, Twitter or LinkedIn Bios

• Listening platform analytics tools e.g. Radian6, Alterian SM2– Focus on domains, authors, influencers, etc.– Score each conversation– Identify top domains, authors and influencers– Create a data set of conversations, by author/domain for key time

periods


Who is an Influencer?

@sujamthe @davepeck


Combining social/online data and offline data is a key to micro-targeting

Social Data•Social Site Affiliation

•Interests and brand affinities

•Occupation

•Education

•Location

•Reviews

Social Graph•Targeting friends

•Extending reach

•Social Affinity

Offline Data•Income

•Presence of children

•Home Ownership

•Purchase Behavior

•Lifestyles

•Much more

Micro-Targeting•Targeted lists of people for postal and/or email programs

•Serve display media to only people you want

•Use customer insight to tailor messaging and media plan

27


Facebook is creating and capturing large amounts of data

Facebook has 500 million active users

50% of active users log on every day

Average user creates 90 pieces of content monthly

550,000 Facebook applications 70% of users engage with apps


Google’s data mining benefits their advertisers

79 million US Gmail Accounts

Google has 145 million unique US visitors1 billion searches daily

Google data mines all search and Gmail as a resource for advertisers

96% of Googles profit is the result of ad revenue


30

Rapleaf, data mining the social space

Rapleaf Data Mines• Who – demographics• Where – footprint online• What – affinities, interests• With Whom – friend connections

Rapleaf Process

Quick Facts• Data on 900+ million records• 400+ million consumers• 60+ billion friend connections


YOUR AD HERE

YOUR AD HERE

Marketers can target ads based on social data today

Target:-Existing fans/followers

-Friends of current fans/followers

-Existing & prospective customers

-Friends of prospects

-Fans/followers of competitors

-Custom created segments

-Leverage metadata to facilitate sharing

31


Bringing Social Media Marketing to life Alterian Buzz Bowl


Alterian’sSocial EngagementIndex

2011Super BowlTV Ads

www.alterian-social-media.com/


Alterian’sSocial SentimentEngagementIndex

2011Super BowlTV Ads

www.alterian-social-media.com/


How much is a tweet, a fan or a follower worth? Cost Per Social Impression

Best: Groupon $0.03 Average: $0.36 per Worst: CarMax $1.94

Alterian's Cost Per Social Impression (CPSI)


Ads effect Mobile as well, which is growing faster than predicted

• Mobile searches related to Chrysler, a Super Bowl advertiser, were 102 times higher after the ad was televised– Desktop searches for Chrysler increased only 48 times

• For GoDaddy.com, another Super Bowl advertiser, mobile searches for the brand were 315 times higher than usual– Desktop searches were only 38 times higher

• There are 200 million plus YouTube mobile playbacks per day• 78% of smartphone users shop on their device• Apps Market… Apple leads with 82.7% share in 2010 (Forrester)

– Avg. cost of paid apps -- $2.43– $1.7 billion globally in 2010– $38 billion globally by 2015

Source: Google


Conclusions

• Social Media Marketing is creating even more marketing data, but you must data that has value to your brand

• To prove marketing effectiveness, use a few KPI’s aligned with organizational goals, which have indisputable rigor

• Customer engagement is attributable to customer experience– Relevancy is both earned and bought– It’s not Push or Pull… It’s Push and Pull!!!

• “If you don’t like change, you’re going to like irrelevance even less.”


Questions & Answers

Questions?Questions?


[email protected]