social data for marketing campaigns
DESCRIPTION
How to use social data to drive reach and engagement with content and your campaigns. Build campaigns that resonate 1) Find the most engaged audience 2) Identify the most compelling content 3) Adjust tactics in real-timeTRANSCRIPT
Fueling Marketing Campaignswith Social
InsightJohn Derrico, Sr. Enterprise Sales Engineer
@johnaderrico
June 14, 2013
Agenda
Campaign planning today
What’s possible with social
data
Example/ demo
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Welcome to the age of the
customer
Connected Customers Connected Employees
Connected Partners
2.5 Billion connected users
Source: IDC, Mary Meeker KPCB
Data
Share
d (
Zett
ab
yte
s )
9x Growth in Shared Content in 5 years
3.2Bn Facebook Likes
500M Tweets
100M Instagram Photos
250M Tumblr Posts
200M Bitly Clicks
70M+ Blogs, Forums
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75%
1: http://www.technology-digital.com/web20/75-of-consumers-feel-more-connected-to-brands-on-facebook
Consumers feel more connected to brands
on Facebook1
7
50%
2: http://marketing.linkedin.com/sites/default/files/attachment/LinkedInCompanyPages_5Steps_0.pdf, page
More likely to purchase from a
company on LinkedIn2
feel that brands listen to them more through social channels1
35%But only
http://www.technology-digital.com/web20/75-of-consumers-feel-more-connected-to-brands-on-facebook
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How are you integrating social data into your
campaigns?
So why isn’t
everyone doing it?
Difficult to
1 aggregatedata across hundreds of sources
• Difficult to
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2the data once it’s collected
filter & organize
Difficult to
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3 infer context from the data
So what’s
possible with social data?
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You can drive campaign reach & engagement
You can gain a
Deeper understanding of your audience
Integrate social with enterprise data Understand interests and sentiment Identify demographic/behavioral
segments
You can connect your audience
with relevant content
Analyze past content performance Identify what resonates by audience Uncover content gaps
You can analyze and adjust
in real-time
How can marketers build
campaigns that resonateusing social data?
Example Product Launch Campaign
Studied BlackBerry’s Z10 as an example
Product launched February 2013
Data collected using a combination of DataSift’s Historics, Demographics, and real time service
Visualizations built using Splunk & Fusion Tables
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Identify the audience
Without Social Data
• Use CRM to search for current/prior product owners
• By demographic• By purchase history
With Social Data
+ Find anyone talking about product + Find those people unhappy with competitor+ Slice and dice by age, device, demographic+ Identify social feeds that audiences are most
active on
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Everyone talking about Blackberry by age
Link to chart
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Breakdown of social users by type of mobile device used
Link to chart
Where are people talking about Blackberry located?
Link to chart
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Within the Blackberry segment what applications are they using to
engage?
Link to chart
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Create the ContentTypically • Email announcement & offers by audience
• Website content & offers• Social media announcement & offers
With Social Data
+ Assess what’s important to your audience+ Identify important/trending content+ Extract positive/negative sentiment+ Identify topics of interest by audience
+ Analyze content performance from prior campaigns+ Identify popular links being shared+ Identify popular links based on click-
throughs+ Analyze most popular retweets
Games are the top links
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Placeholder for most popular links
Link to chart
Blackberry had the most popular retweet, but did it resonate with the target audience?
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Placeholder for most popular retweets
Link to chart
Execute & Analyze Results
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Typically • Volume of mentions• Volume of retweets• Volume of click throughs
With Social Data
+ Assess reach (did we reach our audience)+ Analyze by age, device, location, segment
+ Assess which content is resonating+ Analyze most popular links shared+ Analyze popularity based on click-throughs+ Evaluate positive/negative feedback on
content
+ Assess which channels are driving conversion
Where does social data fit in a
Product Launch?
Better identify your audience Create more relevant
content Execute and analyze results
Summary
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Embed social data throughout your campaign to ensure reach and drive engagement.
Drive deeper insights into your audience
Connect them with relevant content Analyze and adjust in real-time
Thank You & Next Steps Register for Expert Series Training: http://dsft.ly/ExpertTraining
Take a tour of the DataSift platform at www.datasift.com
To get started right away, email the DataSift team at [email protected]
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Thank You
John DerricoSr. Enterprise Solution Consultant
@johnaderrico johnaderrico
Follow us: @DataSift
DataSift
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