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EVOLU
TION O
F
SOCIAL
MED
IA
BILL B
ALDERAZ
ALISON C
IRCLE
AGENDA
Talking at People
Two Way Conversatio
nsResearch
Future - What’s next?
Case Study
TALKING AT PEOPLE
The beginning of Social Media: 1996-2006
MySpace, GeoCities, Tripod, etc.
TALKING AT PEOPLE
One-way conversation
Write to people Write about somethingDidn’t get a message backVery one sided
TWO WAY CONVERSATION
Conversations Start to Happen: 2006-2010
Facebook, Twitter
Consumers and Brands talking to each other
FEMA- do not use cell phones to tell people you are okay, use twitter, Facebook, etc.
Talk to your senator on Facebook, twitter, etc.
TWO WAY CONVERSATION
RESEARCH
Social Media is used for Research: 2010-present
Twellow, Angie’s lists, yelp
RESEARCH
Consumers: use social media to do research by asking other consumers what products to buy
Anything from a Car/house purchase to pet groomers, restaurants, clothing stores, etc.
RESEARCH
Brands: Use social media to find out what their target audience is talking about
Research on age, demographics, income, etc.We believe this information is accurate:
People don’t know they are being watched with social media
Huge amount of information and samplings, speed
FUTURE
Looking forward with the information we have to what might happen next…
Presidential Elections: based on social media discussions might more accurately predict then polls
Global Warming: predict weather patterns based on social media keywords
Ex: early plants, rain, etc.
FUTURE
Unemployment: predict rate in future based on what people say on social media
Ex: laid off, unemployed, etc.
Flu outbreak: predict flu outbreak based on social media posts Ex: sniffles, stomach ache, etc.
ALISON C
IRCLE
DIREC
TOR O
F M
ARKETIN
G & S
TRATE
GIC
PLANNIN
G
COLUM
BUS MET
ROPOLITA
N LIB
RARY
CUSTOMER RESEARCH: DEFINES THE MARKET
Driving Park Penetration Rate By Age
0%
10%
20%
30%
40%
50%
60%
1-4 5-9 10-14
15-17
18-20
21-24
25-34
35-44
45-49
50-54
55-59
60-64
65-74
75-84
Cardholder Database Research20,745 residents live within a 1-mile radius of the branch7,396 cardholders live within a 1-mile radius of the branchBranch has a market penetration rate of 36%Penetration rates varied from 20% to 53%
CUSTOMER RESEARCH: DEFINES THE MARKET
Claritas PRIZM ClustersStandard-setting target marketing since 1973Lifestyle and behavior precision segmentationCombines demographic, consumer behavior, geographic information to target customers
CUSTOMER RESEARCH: DEFINES THE MARKET
CUSTOMER RESEARCH: DEFINES THE MARKET
CUSTOMER RESEARCH: DRIVES YOUR BRAND
Value MessageReady to Read CorpsAt-Risk Literacy
CUSTOMER RESEARCH: DRIVES YOUR BRAND
Value MessageJob Help Centers50,000 in 2011
CUSTOMER RESEARCH: DRIVES YOUR BRAND
Value MessageTransformational AgencyChanging Lives
CUSTOMER RESEARCH: CHANGE BEHAVIORS
CUSTOMER RESEARCH: CHANGE BEHAVIORS
• Increase usage• Target users in the sweet spot• Develop tools • Define what behaviors we want
to specifically drive and measure
Strategy for
Occasional Users:
CUSTOMER RESEARCH: CHANGE BEHAVIORS
CUSTOMER RESEARCH: CHANGE BEHAVIORS
CUSTOMER RESEARCH: CHANGE BEHAVIORS
CUSTOMER RESEARCH: CHANGE BEHAVIORS
• Development of business plans
• Enhanced research studies
• Goals for the web
Outputs to
Outcomes
CUSTOMER RESEARCH: MEASURE IMPACT
Business Plan GoalsWhat’s our outcome What is successHow do we measure it Sunset Plans based on measurementRepeatable practice
“This changes everything.”
CUSTOMER RESEARCH: MEASURE IMPACT
Enhanced Research Studies
The Ohio State University Summer Reading Club study
CUSTOMER RESEARCH: MEASURE IMPACT
CUSTOMER RESEARCH: MEASURE IMPACT
Enhanced Research Studies
The Ohio State University Summer Reading Club study
7 Years in the Waiting!
Set goals for key website pagesIntegrate all channelsMinute-by-minute measurement
CUSTOMER RESEARCH: MEASURE IMPACT
QUESTIONS
THANK Y
OU!
FOLL
OW B
ILL O
N TW
ITTER!
@BBALD
ERAZ
FOR M
ORE INFO
RMATIO
N, VIS
IT
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W.FATH
OMDELIVER
S.COM
