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The Predictive Power of Social MediaSocial Fresh WEST 2014
Significant market buzz
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Impressive customer list
Positive customer reviews
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•The role of social marketing is changing
•Content is still King but Data makes it actionable
•The Power of Predictive Social Analytics
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Key Take Aways
Marketers Job - Before
Create Content
Publish
Social Marketers Job - Before
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Social Marketers Goals - Before
0
12.5
25
37.5
50
Engagement Community Growth Leads Conversions Cost Reduction
278
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50Social Fresh survey 2013
Marketers Job - Now
Create Content
Publish
Optimize
Analyze
Promote
Optimize
Respond
React
Social Marketers Job - Today
Social Marketers Goals - Today
Shift from a broadcasting to business results
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Content is King and Data matters
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Great Content Works
The average teenager can only concentrate on homework for SIX minutes before switching to a tech device
Great Content Works
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Can you predict the success or failure of it?
www.viralheat.com
Market Challenge
There is a LOT of content out there!
How do you make it relevant to your audience?
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Business Challenge
!
“Existing Social Relationship Platforms aren’t doing their job very well”……Data Platforms will enable the entire social landscape Nate Elliott, Vice President Forrester
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Continous Cycle
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Predictive Social Analytics
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The 4 - W’s
1. Who is your audience
2. What content should (is) working
3. Where are people engaging with it
4. When are they engaging with it
Predictive Social Analytics
Proactive vs. Reactive Engagement
Consumers tell you what matters to them.
Technology identifies customer intent.
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on
47%53% 41%59%
Affinity
Bran
d
The emotional connection a consumer has with a brand. Provides valuable insights into consumer profiles, demographics, and potential buying behavior.
WHO’sTalking about
determiningThe flash vs. gotham:
BRAND AFFINITYand predicting personas
WHO’sTalking about
123,423 Social Mentions* 86,752 Social Mentions*
sENTIMENT sENTIMENT
78% of all brand-related tweets are sent by people who also tweet about their favorite TV shows
on
*A mention is defined as when someone uses the specific word or phrase when posting to social media. Data for each
PEOPLE WHO WATCHTHIS ALSO TALK ABOUT
71% 58%
29% 42%
with social media data
Identifying the Who
Align marketing efforts with your desired audience.
Analytics + Insights = Actionable Data
Predicting buyer personas defines your audience.
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The EThe Marriage MarketDefinitive life events
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Tracked Keywords and Hashtags: !
#imengaged #justengaged #wereengaged #engaged #isaidyes
#shesaidyes "I'm engaged”
NThe Wedding Pool
TThe (Social Media) Engagement
Three month analysis of Facebook activity related to TV shows
Little/No activity
High activity
!Descriptions:
All times Pacific Standard
Timing Matters
Market OverviewThe Business Market
VoiP Business Phone:• Crowded field • Little market knowledge • Consumer brand • Messaging/Positioning • Influencers
Market OverviewThe (Social Media) Engagement
• Identify Influencers !• Understand Conversation
!• Determine Channels
Measuring ROI
• 500 paid pilot customers !
• High percentage influencers !
• Identified best terminology !
• Insights implemented directly into campaign
Measuring ROI
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!
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•The role of social marketing is changing
•Content is still King but Data makes it actionable
•The Power of Predictive Social Analytics
•Test and learn. Get ahead of the game!
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!
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Key Take Aways
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•The Content Challenge
•The Power of Predictive Social Analytics
•Case Studies
•B2C - The Engagement
•B2B - T-Mobile@Work
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Agenda
Honeymoon Destinations!
Wedding Cakes!
Wedding Planners!
Who
