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1 @mediametricsgal 1 “NOE TWO” PARISIAN STREET ARTIST, RIO DE JANIERO 2013
SOCIAL Intelligence
Marketing STRATEGY
&
Jessica Williams Visa
@mediametricsgal
2 @mediametricsgal
Innovative research methodologies….
… focused on deriving ACTIONABLE INSIGHTS …
… by understanding TARGET POPULATIONS attitudes, behavior, and motivations …
… within the context of CULTURE, TRENDS and SOCIAL
3 @mediametricsgal
SOCIAL INTELLIGENCE
used in strategy planning, MSF’s and creative briefs to hone in on marketing objective and audience
used to optimize during execution and evaluate post campaign.
CREATIVE BRIEF
EXECUTION STRATEGY PLANNING EVALUATION
• Social intelligence can provide data at every stage of the marketing process
THE SOCIAL INTELLIGNCE PROGRESSION
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Today = Good Tomorrow = Great
AD DEVELOPMENT
Idea territories
Narrowing territories
Specific campaign ideas
Campaign selection
FOCUSED exploration
Shortlisting
Selecting
AD DEVELOPMENT
• Enable agencies to explore a more focused set of creative concepts for higher efficiency and effectiveness
EVOLUTION FROM GOOD TO GREAT
5 Visa Confidential @mediametricsgal
TOP 5 REASONS SOCIAL DATA WILL DISRUPT MARKET RESEARCH
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SOCIAL DATA IS REPRESENTATIVE
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PEOPLE SHARE EVERYTHING
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YOUNGER GENERATIONS WILL ALWAYS SHARE
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PEOPLE TRUST OTHERS ONLINE
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DATA IS NOT JUST CONVERSATIONAL
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Low Cost Data Collection
Quick Analysis
Real Time Data Flow
Unsolicited Data
Global Less Vendor Dependence for Research
Sampled at Point of Experience
• The Value of Social Data for Marketing Intelligence
THE SOCIAL DATA ADVANTAGE
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Segments • What brands do Millennials love • What concerns do small
business owners have? • What pain points do the affluent
have when they travel?
Competitive Research • Gain knowledge of how
developers view Visa compared to the competition
• Understand competitors small business presence and campaigns
Understanding Influence • Articulate the role of influencers
in enabling brands to tap into cultural phenomenon
• Help understand which influencers would be most impactful for a marketing campaign
Attitudinal & Behavioral • Understand how consumers feel
about carrying cash at an event • What encourages a consumer
to use credit over cash?
• The possibilities for when and where the data can be used are endless
WHERE AND WHEN APPLICABLE
Visa Confidential @mediametricsgal
Small/Mid-Size Business Owners
MAKING IT HAPPEN – CASE STUDY #1
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• Understand topics that matter most to small business owners to help better inform SMB marketing strategy and planning.
• Identify pain and passion points for small business owners, to uncover the current perception of Visa and competitors, and understand how business owners use and share content online.
PROJECT OBJECTIVE
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WHERE TO START – PASSIVE PANELS
Demographics Age Gender Ethnicity Region Profession SES
DEMOGRAPHICS
CDWs
CONVERSATION
Customer Data CRMs DMPs Email Lists Loyalty Program Data
Conversational Data Purchase Intent
Advocacy Detraction
World-View
Media Consumption
Social Followers Category-Level Engagement
Socially-Derived Media Segments
MEDIA CONSUMPSION
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PASSIVE PANELS PROVIDE A “TRIFECTA” OF DATA
Relevant Conversations 1 Passive Media Ecosystem 2
Geolocation 3
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800+ Queries Identified more than 10,000 business owners in 15 different industries. The owners were segmented by age, location, business industry, age of business, and size of business.
Custom Search Database
Upload the conversations the business owners are having on Twitter & Forums to a searchable database, totaling 1M total conversations
Conversation Analysis
Analyze the conversations from the custom panel to surface trends and key themes. Influencer
Research
The panel is queried to identify where the SMB owners are getting content.
Identify audience (SMBs)
What types of content are these business owners most drawn to?
What are the key themes?
2
1
3
4 Who are the individuals who influence panel members?
METHODOLOGY : AT A GLANCE
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Panel over-indexes among 35-44 year olds AGE
The following top 8 industries (out of a total of 17) accounts for 83% of total SMB panel.
INDUSTRY GENDER
Less Females than in general
population.
More Males than in general
population.
44% 56% -14% +14%
3% 12%
41% 42%
2%
0% 10% 20% 30% 40% 50%
Over 55 45-54 35-44 25-34
Under 24
4%
5%
6%
10%
11%
11%
16%
19%
0% 5% 10% 15% 20% 25%
Tech Services
Clothing and Apparel
Insurance and Real Estate
Art and Design
Retail
Marketing
Beauty Services
Food and Beverage
Other industries include: Music, Cleaning Services, Photography, Agriculture, Events Planning, Healthcare/Fitness, Landscaping, Financial Services, and Automotive.
SMB owners are defined as: • Owners of businesses with less than 100 employers AND
• With less than $25 million in annual revenue.
WHO ARE THE PEOPLE IN THE PANEL
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4738 21.8%
2314 10.7%
5310 24.5%
8053 37.1%
1305 6.0%
Sharing Expertise Legal and Financial Info Operations Political Environment Travel and Time Management
Sharing Expertise
Legal and Financial
Company Operations
Political and Regulatory Issues
Time Management and Personal
Topics Include:
Sharing Expertise: • Sharing business
advice
• Networking
• Social advertisement
• Business associations
• Questions for other business owners
• Sharing own experience
Legal and Financial: • Funding a business
• Licensing a business
• Loans and SMB grants
• Debt
• Banking
• Legal advice
Company Operations: • Marketing advice
• Payments options
• Growing the business
• Reducing cost
• Hiring employees
• Running the business efficiently
Political and Regulatory Issues:
• Taxes
• Regulations
• Overall economy
• Healthcare/ACA
• Business climate
Time Management and Personal:
• Busy schedule
• Time management
• Travel
• Vacation
• Stress and personal pain points
• Top Business-Related Topics in the SMB Panel
QUERYING THE PANEL
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47% 36% 29%
Posts that link to an external site Posts that mention another user Original post
47% 50% 54% 60%
52%
30% 36%
31% 39%
31% 35% 36%
29% 34%
24%
8%
27%
41%
Overall Sharing Expertise Legal and Financial Company Operations Political and Regulatory Time Management and Personal
Posts that link to an external site Posts that mention another users Original posts
Percentages across topics
• How do business owners in the panel share content?
QUERYING THE PANEL
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Some small business owners are using Twitter to generate leads and to advertise their business. “Hey folks! Please follow my new Hot Sauce Biz @BoldSauces to keep up w/ our process as we hit the store! #getsauced” Business owners use questions as a way to engage with followers and to share their own opinions. “What opportunities have come your way over the last year to grow your business?” “I'm interested. What is the greatest business challenge you face?” Business owners see themselves as accomplished individuals, seeking to sharing their “story” or advice with others. “In my experience, there's only one thing that will always steer you toward success: That's to have a vision and to stick with it” “I decided to share my story on my website on how and why i started my business. check it out http://t.co/GiJLgsrwZi @SafeForWorkMx”
Social Advertising
Networking
Asking questions
Sharing Advice
Sharing Experience
11%
41%
12%
20%
15%
• How do SMB owners share their expertise on Twitter?
QUERYING THE PANEL
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NEW APPROACH TO CONTENT
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Consistent engagement rate of over 1.00% - 2x higher than LinkedIn benchmarks
50X the number of shares/post on LinkedIn – increasing
reach exponentially
Earned 100K new business owner followers on LinkedIn – decreasing spend needed
to reach this audience
50X the number of qualified clicks to Visa.com –
increasing conversion
• New content strategy drove significant results
RESULTS
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SMB Meetup Tour
Partner with MeetUp to bring together SMB-related groups for exclusive Visa events around the country. Local influencers join for discussions trends in SMB and the future of commerce
NEW APPROACH TO EVENTS
Visa Confidential @mediametricsgal
Affluent Consumer Interests and Behaviors
MAKING IT HAPPEN – CASE STUDY #2
Visa Confidential @mediametricsgal
PROJECT OBJECTIVE
Uncover the unstated values and attitudes of affluent (and ultra-affluent) consumers, shaped by their cultural context, in order to better understand what ultimately affects their preferences, desires and behaviors.
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$100K+ Jobs
Identified more than 1,200 unique job titles in 25 different industries with a median salary greater than $100K a year.
Twitter “Follows”
More than 11,000 $100K+ individuals and their content are uploaded to a searchable database.
Socialgraphics Factor analysis was used to identify 3 “clusters” of interests that over-index from a normalized set of typical Twitter users.
Behavioral Analysis
The panel is queried to identify the effects that culture has on consumer behavior.
Identify job titles
What social handles do they follow?
How do interests group together?
2
1 3
4What motivates panel members?
METHODOLOGY : AT A GLANCE
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QUERYING THE PANEL
The panel produced
5 million tweets
from May ‘13 thru April ‘14
205,000+ mentions of
23,000+ mentions of
105,000+ mention of
94,800+ mentions
73,000+ mentions
18,000+ mentions
Food & Beverage Philanthropy Consumer Tech Travel
to answer questions like:
Social Entrepreneurship Health & Fitness
What makes mentions of “organic” food
increase faster than “local” or “sustainable” food in the past year?
Why do more $100Kers talk about “Movember” than the
Red Cross?
How do conversations about Apple products
differ from Android products?
Where are $100Kers getting their exercise
and how are they meeting their fitness
goals?
What do panel members find most
irritating about travel?
What are the business issues facing a new
start-up?
Deep Dives into Each Interest
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$100Kers Affinity Segmentation Breakdown
British Ex-pats
1%
Sports Fans 11% Pop
Culturists 13%
Urban Tech 57% Geeks
11%
The majority (57%) of the $100Kers fall into
the “Urban Tech” category
Conservative 11%
SEGMENTATION ANALYSIS
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$100kers over-index on News and Media, especially: § Tech News § Health News § Finance News
The audience houses diverging political interests: § Liberal Politicians § Conservative Political Pundits & Republican Legislators
News Business Politics American Sports Culture Other
0
5,000
10,000
15,000
20,000
25,000
Chi
-Squ
are
Diff
eren
ce fr
om G
ener
al P
opul
atio
n
INTERESTS MOST UNIQUE TO THE AFFLUENT
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Hip Hop MTV/VH1 Shows Other
Bobby Flay
Michael Symon
Guy Fieri
Alex Guarnaschelli
Giada de Laurentiis
Food Network
Beard Foundation Saveur Thomas
Keller Ruth
Reichl Amanda Hesser
The Food Section
American Haute Cuisine magazines, sites, and influential chefs.
Most followed Interest
Todd Barry
Paul F. Tompkins
Marc Maron
Paul Scheer
Thomas Lennon
Design Observer
Print Magazine AIGA Eye
Magazine Blouin
Art Info Walker
Art Center
American comedians, stand up comics, comedic actors, and comedy writers.
Leading art and graphic design sites, magazines, and cultural centers.
Stars of classic Food Network shows such as Guy Fieri’s Diners, Drive-ins, and Dives.
% of Audience [vs. general pop
%]
Top Interest: Culture
American Cuisine
American Comedians
Modern Art
Food Network Stars
Brian Posehn
W Magazine
CFDA Style.com Harper’s Bazaar US
Bergdorf Goodman
Fashionista.com
A mix of prominent fashion magazines, street style sites, and top luxury brands.
Fashion
4.5% Vs. .6%
6.2% Vs.
1.7%
3.0% Vs. .5%
1.7% Vs. .4%
4.1% Vs. 2%
KEY INFLUENCERS FOR EACH INTEREST
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HIGH GROWTH, HIGH VOC
LOW GROWTH, HIGH VOC LOW GROWTH, LOW VOC
HIGH GROWTH, LOW VOC
0 200 400 600 800 1000 1200 1400
-100%
-50%
0%
50%
100%
150%
200%
250%
300%
350%
400%
Rat
e of
Gro
wth
Volume of Conversation
Fitness Trackers
Marathon/Triathlon
Gym/Personal Training Weekend Warrior Runs
CompeCCve Sports CrossFit
Fun Runs
At Home Workouts
EXAMPLE GROWTH PROFILE
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942
716
568 452
275
Fun Lifestyle Competition Weight Loss Stress Relief
What drives people to workout? Making Workouts Fun
1. Trying new workouts is fun “SoulCycle: Super fun, Super Challenging. I thought I was in ok shape un;l that class-‐ yet LOVED the feeling of a new type of workout!”
2. Social workouts are fun
“If every workout could be a themed 5K fun run w/ @pamelam35, I'd certainly be in much beNer shape.”
Stress Relief
1. Doctors like to recommend exercise as a way to relieve stress. “@DailyHealthTips I am so glad u said that-‐-‐-‐I rou;nely ask pts to exercise to also reduce stress”
2. Yoga is the most common workout for stress reducHon. “Thank god for yoga. Curing stress one shavasana at a ;me.”
MOTIVATIONS DEEP DIVE
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• How Does Interests of $250Kers Differ from $100Kers?
MOTIVATIONS
Dine Travel Entertain Shop
$100
K -
$249
K
$250
K+
• Save time • Celebrate • Spend time with family
• Try the celebrity-chef dish
• Network • To be taken care of • To experience new
flavors
• Unplug • Learn
• Unplug • Learn • Experience • Challenge myself • Get inspired • Acquire
• Relax • Try new experiences • Share moments with
family and friends
• Showcase my good taste
• Social status • Network
• There was a good sale • I got a special offer
• Define and refine my personal style
• Stay on trend
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NEW APPROACH TO THE SEGMENT
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– Predictive modeling of payment volume based on social conversation for new product types (ie Apple Pay)
– White space marketing opportunities to own cultural spaces
– New sponsorships based on developer, small business owner discussions
– Better understanding of New Grads for recruitment
– Competitive Landscape
WHAT’S NEXT
