4. • 1 billion emails sent
• 80 million video views
• 5 million friends over
15 social networks
(facebook – 3 million)
• 3 million subscribers
to mobile news
• 3 million personal
phone calls in last four
days to election
source: Edelman -4-
9. … But Not Every
Social Media
Activity Is A
Presidential
Election…
-9-
10. … In Fact, My
Own Biggest
Social Media
Story In The
Last 12 Months
-01-
11. Meet My Daughter
0.75 years old now
Life uncontaminated
with online and
mobile social
networks yet
-11-
12. • 500 emails sent
• 350 friends and their messages via Dadi and
Mami social network accounts
• 250 SMS, Tweets and RT
• 2TB of photos and videos in 9 months
-21-
13. “Those Hands Are Small But They Are Mine”
So everyone, important or just regular person, has
their social networks and stories to tell …
-31-
16. A Bigger View of
groups of
Social
Networks
- Like an epidemic
-61-
17. You can identify
Answer People
Reply Magnet
Connector
Discussion People
by their explicit friends’ network
and more implicit signature behavior
and interactions with others
-71-
25. Typical Social and Mobile Marketing
Data mining approach:
• Based on individuals, demographics and filtering
mechanism
• No knowledge of how connected the individual is
• No metrics beyond individual’s response to the offer
-52-
26. No Ideas About:
Spectrum
Few friends, Many friends,
many interactions, few interactions,
strong ties weak ties
-62-
29. Worth buzzing/
recommendation
Matter to me
and my friends
Cool
Deserves attention
-92-
30. Now your story or
marketing message
could go directly to the
most inter-connected
members of large groups,
benefiting from the ‘viral’
potential within the social
cluster
-03-
31. For Mobile Operators and Social Network
Providers/Community Sites, It Means:
• New / Additional Subscribers
(conversion of Off-Net to On-Net Users)
• Increase ARPU Across the client base
(data service, music, games, marketing offers)
• Loyalty / Churn Reduction
• Third Party Advertising Revenue
-13-
32. For Advertisers, It Means:
Premium Targeting to Relevant Key Influencers of social
networks at the proper time and enable her/his network
to embrace your message
-23-
33. Many companies, including
Cherrypicks, are trying to
better understand social
networks and how to capture
the interaction behaviors in a
way for optimal marketing
performance
We apply these techniques in
designing and running mobile
The Tipping Point social networks or mobile
– Malcolm Galdwell
extension/applications of
existing social communities
-33-
34. Thank you
Jason Chiu
CEO, Cherrypicks
jasonchiu@cherrypicks.com
Sources and Photo courtesy in the presentation: FutureLab, MediaFuturists, Pop Lab,
Benjamin Joffe, Alex Wong, NodeXL, Edelman -43-