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Applying Social Data and Graph to Multichannel Strategies

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#dma2013  
the Money!! Show Me the Data!!
Why is social data so hard? Dynamic & Unstructured! Not tied to Individual Customers! Not Really an Offer Channel! Hard to Decipher Signals from Noise! Difficult to Measure ROI!
SOCIALMEDIA For most of us, Social Data Sits in its own Channel silo.
SOCIALMEDIA It’s Time To INTEGRATE social Data. MobilE Retail Online/Offline CRM
Wait… What About Privacy? All Data is Indexed from Public Profiles, Content, and Connections! Don’t Combine Personal Identifiable Information with Social Data – (all anonymized and hashed)! If you’re sharing data with 3rd parties, provide NOTICE and CHOICE on your privacy policy!
Social Stream- Content Social Graph Connections Primary Sources of Social Data
Social Stream – content
Social Graph: Maps Relationships…
Social Graph: Maps Relationships…
Link social to Profile
Graph Informs Segmentation Explore • Test • Customize
Segment Differences
Segment Knowledge How often Do They Use social?
Segment Knowledge How often Do They Share Photos?
Pro Tip: Not JUST social!
Inner and Outer Circle Behavior
Inner Circle – Detail Some Segments use Social Channels More Frequently with Close Friends
Outer Circle – Detail While Others Choose to use Social Channels MORE Frequently for not-so-close friends
Turn Insight Into Action
Let’s Put it all Together…
What’s Graph + Social Good For? 2. 3. 1.
1. Interested In: Outdoor, Travel, Design Bringing the whole family to Baja for Thanksgiving this year! Does @SouthWest fly there from Denver? #surftrip
1. In market For: Mountain Bikes Travel to Crested Butte Checking out the 2014 @Specialized lineup at @REI. Crested Butte here I come! 74!
Reach + Relevance + Impact connected to lots of Outdoor Enthusiasts Creates bike & Outdoor content   Followed by Outdoor Brands Connected to Current Customers Others Engage with Shared Content  
Use Cases Applying Social Data & Graph to Multi-Chanel Marketing
Having a challenging morning with @ATT “Customer Service”. Time to jump ship to @Verizon or @Sprint? Another" dropped call? Seriously?? #ATTfail iPhone 5S or HTC One? Anybody make the switch? Use Case – Predicting Churn
Get Started 1.  get Data Players on Board 2.  Connect Social Data To your Crm 3.  Integrate Social Signals into Multi-channel Strategies 4.  Test, Measure, & Learn
Thank YOU! SVP,  Co-­‐Founder   SpotRight   jp@spotright.com   @jp_lind   SVP,  Director   Leo  Burne@  Group   John.vanderploeg@arcww.com   @johnnyvdp  

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