jeff revoy - the power of predictive social analytics
TRANSCRIPT
![Page 1: Jeff Revoy - The Power of Predictive Social Analytics](https://reader033.vdocuments.net/reader033/viewer/2022060116/55830432d8b42a121c8b4c03/html5/thumbnails/1.jpg)
Viralheat Confidential - Please do not distribute. 1
The Predictive Power of Social MediaSocial Fresh WEST 2014
![Page 2: Jeff Revoy - The Power of Predictive Social Analytics](https://reader033.vdocuments.net/reader033/viewer/2022060116/55830432d8b42a121c8b4c03/html5/thumbnails/2.jpg)
Significant market buzz
![Page 3: Jeff Revoy - The Power of Predictive Social Analytics](https://reader033.vdocuments.net/reader033/viewer/2022060116/55830432d8b42a121c8b4c03/html5/thumbnails/3.jpg)
3
Impressive customer list
![Page 4: Jeff Revoy - The Power of Predictive Social Analytics](https://reader033.vdocuments.net/reader033/viewer/2022060116/55830432d8b42a121c8b4c03/html5/thumbnails/4.jpg)
Positive customer reviews
![Page 5: Jeff Revoy - The Power of Predictive Social Analytics](https://reader033.vdocuments.net/reader033/viewer/2022060116/55830432d8b42a121c8b4c03/html5/thumbnails/5.jpg)
5
!
!
•The role of social marketing is changing
•Content is still King but Data makes it actionable
•The Power of Predictive Social Analytics
!
!
!
!
Key Take Aways
![Page 6: Jeff Revoy - The Power of Predictive Social Analytics](https://reader033.vdocuments.net/reader033/viewer/2022060116/55830432d8b42a121c8b4c03/html5/thumbnails/6.jpg)
Marketers Job - Before
Create Content
Publish
Social Marketers Job - Before
![Page 7: Jeff Revoy - The Power of Predictive Social Analytics](https://reader033.vdocuments.net/reader033/viewer/2022060116/55830432d8b42a121c8b4c03/html5/thumbnails/7.jpg)
7
Social Marketers Goals - Before
0
12.5
25
37.5
50
Engagement Community Growth Leads Conversions Cost Reduction
278
27
50Social Fresh survey 2013
![Page 8: Jeff Revoy - The Power of Predictive Social Analytics](https://reader033.vdocuments.net/reader033/viewer/2022060116/55830432d8b42a121c8b4c03/html5/thumbnails/8.jpg)
Marketers Job - Now
Create Content
Publish
Optimize
Analyze
Promote
Optimize
Respond
React
Social Marketers Job - Today
![Page 9: Jeff Revoy - The Power of Predictive Social Analytics](https://reader033.vdocuments.net/reader033/viewer/2022060116/55830432d8b42a121c8b4c03/html5/thumbnails/9.jpg)
Social Marketers Goals - Today
Shift from a broadcasting to business results
![Page 10: Jeff Revoy - The Power of Predictive Social Analytics](https://reader033.vdocuments.net/reader033/viewer/2022060116/55830432d8b42a121c8b4c03/html5/thumbnails/10.jpg)
10
Content is King and Data matters
![Page 11: Jeff Revoy - The Power of Predictive Social Analytics](https://reader033.vdocuments.net/reader033/viewer/2022060116/55830432d8b42a121c8b4c03/html5/thumbnails/11.jpg)
11
Great Content Works
![Page 12: Jeff Revoy - The Power of Predictive Social Analytics](https://reader033.vdocuments.net/reader033/viewer/2022060116/55830432d8b42a121c8b4c03/html5/thumbnails/12.jpg)
The average teenager can only concentrate on homework for SIX minutes before switching to a tech device
Great Content Works
![Page 13: Jeff Revoy - The Power of Predictive Social Analytics](https://reader033.vdocuments.net/reader033/viewer/2022060116/55830432d8b42a121c8b4c03/html5/thumbnails/13.jpg)
13
Can you predict the success or failure of it?
www.viralheat.com
Market Challenge
There is a LOT of content out there!
How do you make it relevant to your audience?
![Page 14: Jeff Revoy - The Power of Predictive Social Analytics](https://reader033.vdocuments.net/reader033/viewer/2022060116/55830432d8b42a121c8b4c03/html5/thumbnails/14.jpg)
14
Business Challenge
!
“Existing Social Relationship Platforms aren’t doing their job very well”……Data Platforms will enable the entire social landscape Nate Elliott, Vice President Forrester
![Page 15: Jeff Revoy - The Power of Predictive Social Analytics](https://reader033.vdocuments.net/reader033/viewer/2022060116/55830432d8b42a121c8b4c03/html5/thumbnails/15.jpg)
15
Continous Cycle
![Page 16: Jeff Revoy - The Power of Predictive Social Analytics](https://reader033.vdocuments.net/reader033/viewer/2022060116/55830432d8b42a121c8b4c03/html5/thumbnails/16.jpg)
16
Predictive Social Analytics
![Page 17: Jeff Revoy - The Power of Predictive Social Analytics](https://reader033.vdocuments.net/reader033/viewer/2022060116/55830432d8b42a121c8b4c03/html5/thumbnails/17.jpg)
17
The 4 - W’s
1. Who is your audience
2. What content should (is) working
3. Where are people engaging with it
4. When are they engaging with it
![Page 18: Jeff Revoy - The Power of Predictive Social Analytics](https://reader033.vdocuments.net/reader033/viewer/2022060116/55830432d8b42a121c8b4c03/html5/thumbnails/18.jpg)
Predictive Social Analytics
Proactive vs. Reactive Engagement
Consumers tell you what matters to them.
Technology identifies customer intent.
![Page 19: Jeff Revoy - The Power of Predictive Social Analytics](https://reader033.vdocuments.net/reader033/viewer/2022060116/55830432d8b42a121c8b4c03/html5/thumbnails/19.jpg)
19
on
47%53% 41%59%
Affinity
Bran
d
The emotional connection a consumer has with a brand. Provides valuable insights into consumer profiles, demographics, and potential buying behavior.
WHO’sTalking about
determiningThe flash vs. gotham:
BRAND AFFINITYand predicting personas
WHO’sTalking about
123,423 Social Mentions* 86,752 Social Mentions*
sENTIMENT sENTIMENT
78% of all brand-related tweets are sent by people who also tweet about their favorite TV shows
on
*A mention is defined as when someone uses the specific word or phrase when posting to social media. Data for each
PEOPLE WHO WATCHTHIS ALSO TALK ABOUT
71% 58%
29% 42%
with social media data
Identifying the Who
Align marketing efforts with your desired audience.
Analytics + Insights = Actionable Data
Predicting buyer personas defines your audience.
![Page 20: Jeff Revoy - The Power of Predictive Social Analytics](https://reader033.vdocuments.net/reader033/viewer/2022060116/55830432d8b42a121c8b4c03/html5/thumbnails/20.jpg)
20
The EThe Marriage MarketDefinitive life events
![Page 21: Jeff Revoy - The Power of Predictive Social Analytics](https://reader033.vdocuments.net/reader033/viewer/2022060116/55830432d8b42a121c8b4c03/html5/thumbnails/21.jpg)
21
Tracked Keywords and Hashtags: !
#imengaged #justengaged #wereengaged #engaged #isaidyes
#shesaidyes "I'm engaged”
NThe Wedding Pool
![Page 22: Jeff Revoy - The Power of Predictive Social Analytics](https://reader033.vdocuments.net/reader033/viewer/2022060116/55830432d8b42a121c8b4c03/html5/thumbnails/22.jpg)
TThe (Social Media) Engagement
![Page 23: Jeff Revoy - The Power of Predictive Social Analytics](https://reader033.vdocuments.net/reader033/viewer/2022060116/55830432d8b42a121c8b4c03/html5/thumbnails/23.jpg)
Three month analysis of Facebook activity related to TV shows
Little/No activity
High activity
!Descriptions:
All times Pacific Standard
Timing Matters
![Page 24: Jeff Revoy - The Power of Predictive Social Analytics](https://reader033.vdocuments.net/reader033/viewer/2022060116/55830432d8b42a121c8b4c03/html5/thumbnails/24.jpg)
Market OverviewThe Business Market
VoiP Business Phone:• Crowded field • Little market knowledge • Consumer brand • Messaging/Positioning • Influencers
![Page 25: Jeff Revoy - The Power of Predictive Social Analytics](https://reader033.vdocuments.net/reader033/viewer/2022060116/55830432d8b42a121c8b4c03/html5/thumbnails/25.jpg)
Market OverviewThe (Social Media) Engagement
• Identify Influencers !• Understand Conversation
!• Determine Channels
![Page 26: Jeff Revoy - The Power of Predictive Social Analytics](https://reader033.vdocuments.net/reader033/viewer/2022060116/55830432d8b42a121c8b4c03/html5/thumbnails/26.jpg)
Measuring ROI
• 500 paid pilot customers !
• High percentage influencers !
• Identified best terminology !
• Insights implemented directly into campaign
Measuring ROI
![Page 27: Jeff Revoy - The Power of Predictive Social Analytics](https://reader033.vdocuments.net/reader033/viewer/2022060116/55830432d8b42a121c8b4c03/html5/thumbnails/27.jpg)
27
!
!
•The role of social marketing is changing
•Content is still King but Data makes it actionable
•The Power of Predictive Social Analytics
•Test and learn. Get ahead of the game!
!
!
!
Key Take Aways
![Page 30: Jeff Revoy - The Power of Predictive Social Analytics](https://reader033.vdocuments.net/reader033/viewer/2022060116/55830432d8b42a121c8b4c03/html5/thumbnails/30.jpg)
30
!
!
•The Content Challenge
•The Power of Predictive Social Analytics
•Case Studies
•B2C - The Engagement
•B2B - T-Mobile@Work
!
!
Agenda
![Page 31: Jeff Revoy - The Power of Predictive Social Analytics](https://reader033.vdocuments.net/reader033/viewer/2022060116/55830432d8b42a121c8b4c03/html5/thumbnails/31.jpg)
Honeymoon Destinations!
Wedding Cakes!
Wedding Planners!
Who
![Page 32: Jeff Revoy - The Power of Predictive Social Analytics](https://reader033.vdocuments.net/reader033/viewer/2022060116/55830432d8b42a121c8b4c03/html5/thumbnails/32.jpg)