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SOCIAL TARGETING : UNDERSTANDING SOCIAL MEDIA DATA MINING & ANALYSIS
Image by Michael Wu
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UNPRECEDENTED COST-EFFECTIVE ACCESS
•Twitter has reached 90 Million tweets a day
•Facebook is now over 500 Million
•eMarketer - 2010 social network spending will rise nearly 20 percent, to $1.68 billion, up from an earlier forecast of $1.3 billion in December.
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HYPER COMMUNICATION IS NOW
Consumers provide information on what they are into
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THE SOCIAL UNIVERSE
The Social Graph is EXPANDING
Image by JESS3
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CONSUMER HAVE MANY MEDIA CHOICES
Social Context and Data is MASSIVE for intelligent targeting
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FACTS ABOUT SOCIAL TARGETING
• You’re 5 times more likely to respond to marketing messages from a brand a friend uses than a brand with which they have no prior affinity
• Social targeting leverages the most powerful contacts of existing brand fans
• Social targeting companies license anonymous data from social networks, blogs and messaging platforms
• Strong connections are identified by factors such as how recent the interaction is, how frequent it is and whether it’s reciprocated
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WHAT ARE SOCIAL ADS
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FRIENDS TRUST FRIENDS
• Knowing your friend “Like” something is greater than any advertisement can create −WHY? Friend to Friend
Affinity and Trust
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TRANSFORM CRM INTO SOCIAL RELEVANCE
Makes $45k-$65k/yr
Account Executive
Works in IT space
College Graduate
Straight
Enjoys Scrapbooking
Doesn’t Smoke
Does Drink
Watches The Office
Likes Tome Hanks
Listens to Pop Music
Reads C.S. Lewis
Watches Comedies
Likes Miami Heat
Drinks Starbucks
Eats at Chili’s
Shops at Macy’s
Likes the beach
Gets Manicures
Supports YMCA
Conservative
Christian
Amber [email protected]
Found on
SingleNo Children
Around 5’7”
Female
25-30 Years Old
Lives in Miami, FL
Athletic White
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DATA AND CONNECTIONS
• Both Facebook and MySpace allow marketers to target ads on their sites to consumers based on the information users include in their profile, such as occupation, age, location and interests.
• Data mapping connections between people—rather than their profile information—are more valuable.
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EXPANDING SOCIAL CRM - THE DATA SIDE
HIGH-VALUETARGET SEGMENT
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SOCIAL AD TARGETING WITH COOKIES
• If an eBay customer shared a movie review with an acquaintance, 33Across identified that connection and places a cookie, or anonymous string of tracking data, on the acquaintance's browser so that they later could be targeted with a relevant ad whenever they visit certain sites.
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TOP RANK AFFINITIES – SOCIAL KEYWORDS
People into a top soda brand and its other affinities
Provides insight for co-marketing, social ad optimization and influence targeting.
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SOCIAL AD TARGETING WORKS!
• Advertisers say the new wave of social-networking targeting is registering impressive results. Daphne Liska, senior manager of Internet marketing at eBay, said the 33Across campaign was more successful than standard online ads and that eBay plans to continue using social data to find new customers."
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SOCIAL INTELLIGENCE- CONNECTING THE DOTS
• Influencer Rank• Blogs• Twitter Reach & Effectiveness• Comment Volume• Content Consumption Graph
In your data today:
Chase McMichael1051 Menlo Oaks Dr.Menlo Park CA 94025Married, Father of 3Income LevelEmail AddressPhone Number
Industry Normalized Data To Increase Usability Based on SIC Codes
• Work History• Friends/Community• Education Level• Brand Preference• Political Affiliation • Entertainment • Sports Affiliations• much more …
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WAYS TO TARGET SOCIAL ADS
• Serve ads on Facebook / other social networks where friends graph is directly connected
• Use social graph information to do retargeting on other ad networks – Media6degrees
• Mine your own data and organize ads to people coming to your site based on social data
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SOCIAL RESONANCE WORKS
InfiniGraph ranks shared content based on people connections, influence and brand affinity associations to identify Trusted Content Sources
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ADS TARGET BASED ON CONTENT
Social Ad got 4% CTR
2020
INTELLIGENT CONTENT AUTOMATION
Company Branding
Sponsor Ad Insertion Like, Share, Buzz & ReTweet
Content processing, link shortening, hash-tagging, ad insertion & distribution
Trusted Content Sources
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CONTENT WRAPPER & SOCIAL AD
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THE PROBLEM
Deliver relevance to the target consumers who drive purchasing,
sharing and conversationPeter Bordes: “I think we are heading into the "age of relevance" which moves beyond search, and this is a win win in regards to marketing and advertising... its also a win win for the consumer as it cuts down on noise.”
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CONNECTIONS ANALYSIS
Real-time social analysis of brands’ social community connections and content interaction to intelligently target the relevant audience
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EMPOWERING TARGETING
Without engagement, you won’t be moving the needle on the metrics that really matter
Can social targeting increase engagement?
Short Answer - Yes
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PRIVACY CHALLENGES
• Behavioral targeting on social connections will open up a whole new host of privacy issues
• Does the consumer know they are being targeted
• Media6Degrees’ Phillips says “Privacy doesn’t tend to be one of the top concerns. It’s something we cover and brands want to hear about, but once they have there’s generally very little concern.”
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TAKE AWAY
• Social Ads work as seen with the growth of ad targeting on Facebook
• Social graph and data is ad targeting nirvana
• Relevance is critical to making social ads work
• Enabling customers to opt out is a must have
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THANK YOU!
Twitter @chasemcmichael @infinigraph
[email protected] http://blog.infinigraph.com. All rights reserved.
