SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014

Social intelligence andmarketing strategy

JESSICA WILLIAMSVISA

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

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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

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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

Visa Payments Conversation Blueprint

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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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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 20K 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

Cultural Strategy

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

4 What 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

Ch

i-S

qu

are

Dif

fere

nce

fro

m G

en

era

l P

op

ula

tio

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%

Rate

of

Gro

wth

Volume of Conversation

Fitness Trackers

Marathon/Triathlon

Gym/Personal Training Weekend Warrior Runs

Competitive 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 until 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 better shape.”

Stress Relief

1. Doctors like to recommend exercise as a way to relieve stress.

“@DailyHealthTips I am so glad u said that---I routinely ask pts to exercise to also reduce stress”

2. Yoga is the most common workout for stress reduction.

“Thank god for yoga. Curing stress one shavasana at a time.”

MOTIVATIONS DEEP DIVE

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• How Does Interests of $250Kers Differ from $100Kers?

MOTIVATIONS

Dine Travel Entertain Shop

$1

00

K -

$2

49

K

$2

50

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

34 Research & Marketing Analytics Visa Confidential

– 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

Learn more about past andupcoming events

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SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014