Es tiempo de monetizar las redes sociales

Diego KellerRegional Manager MCLATAM

MicroStrategy

World’s largest group of unbiased and unaided opinions Billions of interactions per month

Social Networks are the new way of…

Facebook Users

800M+ Total Users300M+ Mobile Users

Facebook Traffic

¼ of all U.S. Page Views

30% of all Internet Sessions

38% of all Referrals Originate from Links on Facebook

Facebook Attention

62 Minutes / Day / User5.3 New Objects / Day / User

800M+ People Contribute

Creating the World’s Most Comprehensive and Up-to-date Data on Personal

Demographics and Interests

800M+ People Connect

Each one Connected

To:

130 Other People80 Groups & Events

9 Favorite Brands

It’s Where All the People Are

It’s Where All the Personal Data is

It’s Where All the Connections Are

Why Facebook?

AgeGenderOrientationMaritalEtc.

Demographic

Friends

Events

Interests

Replicating Facebook data would take 1.4 million years and cost $240B

Mapping the Facebook social graph would take 550,000 years

Facebook by the Numbers

Social Graph for Dummies

Apps Drive Deeper Engagement

Apps provide a richer level of interactivity

Leverages info from the social graph

Allows marketer to collect that social graph data in the form of a token

Affinity vs Popularity

Turning Fans into Customers

DEMOGRAPHICS

Name:Age:Birthday:Gender:Family:Education:College:Major:Home:Hometown:Country:Employer:Position:Language:

Sue Fahey32Oct 2, 1980FemaleMarriedMastersBrownEconomicsLos Angeles, CANew Haven, CTUSAIntelClient Services DirectorEnglish, Spanish

ACTIVITY GRAPH

CHECK-INsGolden Gate ParkCA Car ShowDodger StadiumMarkham Winery

RSVPsTahoe Ski WeekendLakers GameRecipe Swap PartyGolden Gate Marathon

INTEREST GRAPH

BrandsNordstrom, Starbucks, Nike, LLBean

CelebritiesAdam Sandler, Oprah, Eddie Izzard

MusicU2, Rihanna, Adele

LIFE EVENTS

BIRTHDAYTurned 32 in October

PROMOTIONHer job title just changed

NEW BABYHad her first daughter in March

NEW HOMEMoved to LA in August

SOCIAL GRAPH

FRIEND – JANEAge:Gender:Likes:Check-Ins:

SISTER – Stacy Age: 38Gender: FemaleLikes: Chanel, Bloomingdales Check-Ins: Shutters, The Derby

GROUPS: Brown Alumni, Intel Sales

54FemaleCookingTJ Maxx

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Facebook Users Store an Extraordinary Array of Up-to-date Information about Themselves in Facebook

DEMOGRAPHICS

Name:Age:Birthday:Gender:Family:Education:College:Major:Home:Hometown:Country:Employer:Position:Language:

---- ------32Oct 2, 1980FemaleMarriedMastersBrownEconomicsLos Angeles, CANew Haven, CTUSAIntelClient Services DirectorEnglish, Spanish

ACTIVITY GRAPH

CHECK-INsGolden Gate ParkCA Car ShowDodger StadiumMarkham Winery

RSVPsTahoe Ski WeekendLakers GameRecipe Swap PartyGolden Gate Marathon

INTEREST GRAPH

BrandsNordstrom, Starbucks, Nike, LLBean

CelebritiesAdam Sandler, Oprah, Eddie Izzard

MusicU2, Rihanna, Adele

LIFE EVENTS

BIRTHDAYTurned 32 in October

PROMOTIONHer job title just changed

NEW BABYHad her first daughter in March

NEW HOMEMoved to LA in August

SOCIAL GRAPH

FRIEND – --- -----Age:Gender:Likes:Check-Ins:

SISTER – --- ----- Age: 38Gender: FemaleLikes: Chanel, Bloomingdales Check-Ins: Shutters, The Derby

GROUPS: Brown Alumni, Intel Sales

54FemaleCookingTJ Maxx

Analyzing private Data Anonymously vs Public data in the web

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ACTIVITY GRAPHINTEREST GRAPH LIFE EVENTS

10

Books Title, Genre, Author, Publisher

Movies Title, Genre, Actor, Studio

Music Song, Album, Musician, Station

Art Artist, Item, Museum, Gallery

Television Show, Genre, Channel, Network

News Magazine, Media, Publisher

Sports Athlete, Team, League, Venue

People Comedian, Politician, Celebrity

Going Out Club, Restaurant, Bar, Nightlife

Travel Hotel, Attraction, Landmark

Companies Bank, Retail, Services, Brand

Products Cars, Clothing, Jewelry, Drinks

Facebook “Likes” Provide a Uniquely Powerful Toolfor Understanding Consumer Interests and Preferences

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Companies Use Social Info in a Wide Rangeof Marketing Activities

CONSUMER MARKETING

• Create promotions to upsell/cross-sell products based on interests of fans

• Design competitive offers to steal customers from competitors

MEDIA BUYING• Choose media channels that are

popular with the target consumers

• Identify media spokespersons most popular with target consumers

BRAND MANAGEMENT

• Design product experiences that appeal to consumer preferences

• Select corporate sponsorships that are favored by your target audience

SOCIAL MEDIA MARKETING

• Create more relevant posts, tweets and other social media content

• Co-market with Facebook pages that have high affinity with your brand

ONLINE ADVERTISING

• Discover details about your target segments that will make them more likely to respond to your messages

• Tailor ad messages to incorporate affinities of target group

MARKETING PLANNING & STRATEGY

• Plan store locations and real estate based on fan distribution

• Select marketing partners based on their reach and affinity with company’s brand

Social+Mobile: the new way of biz

Coupons

Vouchers

Tickets

There has never been a better time to be a marketer Stop thinking in terms of campaigns, think conversations Get to know your Audience Extend the Facebook experience beyond Facebook – to your

web site and mobile apps Use your Fan Intelligence data to make better decisions Next Generation will be our CONSUMERS, EMPLOYEES, VOTERS,

EXECUTIVES… Natives vs Immigrants

Key Takeaways

Past generations are entering…

Gracias!

Diego Kellerdkeller@microstrategy.com