The Interactive Advertising Bureau debuts a new study regarding the best uses of the data being rendered by social media. How are we defining social data in the marketing economy? How is it already being used by marketers to enrich profiling and craft campaigns? What industry practices have emerged for managing and appending these unique data sets to the rest of the big data pile? And how do marketers position themselves to leverage social data and avoid its weaknesses? Presenter Patrick Dolan, EVP and COO, IAB
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1. IAB @ OMMAData Driven Marketing Conference Social Data Best
Practices
2. Digital Advertisings Largest & Most Active Trade Body
Commerce Data Video Search Social Display AudioMobileOMMADDM2 3.
Digital Medias Biggest Tent500+ leading media companies responsible
for selling 86% of US online advertising. OMMADDM3 4. All Things
Data: A Resource IAB.net/data4 5. New Social Data DocumentDefines
Social Data:Components of Social DataContent Propagation and
Measuring SocialActionBest Practices:Dimensions of the Social
ChannelData Usage and PrivacySocial Data TerminologyContributing
Companies:AddThisInPoweredDisqus LocalResponseGlam Media
SpotrightTurner Broadcasting System iab.net/socialdata OMMADDM5 6.
Social Data Defined Any data extracted as a result of social media
relatedinteractions.Share, Like, Post, Blog, Video upload, etc. 7.
Components of Social DataCONTENT CONSUMER
ENGAGEMENTCONTENTENGAGEMENTCONSUMERCONTENT CONSUMER ENGAGEMENT7 8.
Elements of
EngagementINITIATIONCONSUMPTIONPROPAGATIONINITATIONPROPAGATIONCONSUMPTION8
9. PropagationMEDIUM SENTIMENT AMPLIFICATIONMEDIUM
SENTIMENTAMPLIFICATONMEDIUM SENTIMENT AMPLIFICATION9 10. Components
of AmplificationFREQUENCYRESONANCECAPACITYCAPACITY RESONANCE
FREQUENCYDENSITYDENSITY10 11. Best Practice Define metrics that
matter up front Simple measurements are not always the best Always
think of consumer engagement Use socially optimized paid content to
drive amplification Consumer privacy is important dont surprise the
user11 12. Protect Consumer Privacy Advertising self-regulation
Online behavioral Childrens privacy Pharma, bloggers & piracy
Political advertising Mobile apps & ads Global self-regulatory
harmonization & data standardsDigital Advertising
AllianceOMMADDM12 13. Inspiration leads to Interaction1 14. Thank
you [email protected]
