tsc12 - christian perreira - microstrategy

The holy grail in Marketing

How Fan Data may change the game

Christian Pereira

February 2012

MicroStrategy Confidential. Distribution Prohibited without Prior Authorization

MicroStrategy Company Overview

• Founded in 1989• $483M revenue in 2010• Largest independent public BI vendor (NASDAQ: MSTR)

• Over 2,700 employees worldwide• Gartner “Leader Quadrant” for BI Platforms

focus on BI software for the largest databases• Millions of business users at over 3,600 organizations and 20 industries

AtlantaBoston CharlotteChicagoDallas

DenverLos AngelesMontrealNew YorkSan Francisco

Buenos AiresMexico CityMonterreySao Paulo

BarcelonaBrusselsCologneCopenhagenFrankfurt

JohannesburgLisbonLondonMadridMilan

MunichParisRome StockholmUtrecht

MelbourneSeoulSingaporeSydneyTokyo

SeattleTampaTorontoWashington

ViennaWarsawZurich

http://www.brandsoftheworld.com/brands/0002/3756/Chiquita.eps


Social Media and CRM

Social Graph is a great customer insight

How to get access?

Social Graph needs to be sync with internal insights

How to connect customer and purchase data?

Social media business case is unclear

How to do social commerce?


Customer Relationship Challenges

Communicate with customers with high-interest topics and don’t spam

Interact - not only “send” but also listen to the customers

• Acquire data about customers and their typical behavior

• Keep data “alive” – always up to date

• Stay in-line with data protection issues

• Use data for segmentation, micro-segmentation down to the segment of one

CRM hasn’t changed much over the last decade - but Facebook will change


Facebook is the World’s Most Comprehensive and Up-to-date Database of Personal Demographics and Interests

800M Total Users350M Mobile UsersOver 1 Hour / Day / User

800M People Connect With130 Other People80 Communities, Groups, Events9 Favorite Brands & Companies

It’s Where Everyone Spends Their Time

It’s Where Viral Conversations Occur

Facebook

Every Company and Brand Must Have a Strategy to Take Advantage of the Facebook Phenomenon

It’s Also Where All the Personal Data

Lives

NameBirth DateAgeLocation

FamilyEventsCheck-insLikes

InterestsPhilosophyFriendsContact Info

HometownEducationCollegeEmployer


NameAgeGenderOrientationMaritalFamilyResidenceEducationEmployerTitle

DE

MO

GR

AP

HIC

ProfilePage Likes

Network

RSVPsCheck-ins

FRIENDS

LOCATIONS / EVENTS

INT

ER

ES

TS

The Social Graph of Facebook

… still getting richer (timeline)


Facebook Insights: Reports


Reporting: Facebook Insights


CRM Issues in the Facebook age

• How to access Facebook data

• Facebook data are not structured well and not easy to “understand”

• Facebook’s interface to data is not stable and not documented

• Data Capacity is exploding and the volume is problematic to handle

• There are heavy restrictions using the data in terms of data privacy and number of accesses allowed

• One-to-one communication pushes segmentation and filtering of complex user data

• Users request real-time communication what demands a high-performance infrastructure


With Facebook Applications You can Engage Fans and Access Consumer Data

Permission

ApplicationFacebook Application

Facebook

Token Facebook Data

Facebook architecture makes data available to applications

Apps can only access data permitted by the user’s token (opt-in)

Data access is too “thin” to be useful for marketing activities

APIs


Any Mobile App

Multiple ways to collect Token – totally independend from “fans”

MSTR Mobile App Web Log-InFacebook App

Token

Facebook OnlineMobile


Change view from Brand to Consumer (beyond monitoring)

Get social graph of Facebook fan

Analyse and segment

fan profiles

Targeted Communication &

Transaction

Listen

LearnAct


Change view from Brand to Consumer

Get social graph of Facebook fan

Listen

LearnAct


MicroStrategy Gateway Synchronizes Facebook Data with the Enterprise Environment

Name Posts Comments

Likes Friends Etc…

Gateway

Facebook

Friend

Name

Likes

Posts

PicturesPage

Friend

Friend

Friend Page Page

Friend

Enterprise IT



Analyse and segment

fan profiles

Listen

LearnAct


Derive and Expand Demographic Data

Gender:

In Facebook Enrichment Examples

Age:

Wealth

Male / Female

Birthday + Year

Derived from Name

Derived from HS or College Graduation Year

SingleMarriedEngagedPreviously Married

Recently MarriedRecently EngagedRecently Divorced

Education LevelHigh SchoolCollegeGraduate

Education TypeScienceEngineeringLiberalBusinessArtsTrade

College TypePublicPrivateIvyTrade

Derived from Check-Ins, Likes, etc.

Complete

ExpandRelationship:

Family:

Employer:

Education:

11 Categories

# and Ages of Children

Name + Title

HS Year + College/Degree Year


Like

Check-in

Like

Check-in

Like

Check-in

Opportunity - Psychographics that Reveal ‘Likely’ Characteristics

Like 3+ Pages Tagged as High-End Brands

“Brand Conscious”

Check-in

3+ Pages Tagged as Fast-Food Restaurant

“Fast-Food Lover”


Gender

Relationship Status

Age

Education Level

Language

Metro Area

Urbanicity

DemographicsDemographic and geographic

profiles of your App User Population.

Country

Page LikesCategorized and ranked Facebook

pages such as Music, Sports, Going Out, etc.

Psychographics Pre-packaged psychographic profiles that group related activities and interests.

MicroStrategy Wisdom Enterprise Converts Facebook data into Consumer Intelligence for Marketers


Interactive dashboards for the iPad and web browsers explore the vast range of demographic, page Likes, and psychographic information about your Facebook app users.

Page Likes Gender

Age

Relationship

Urbanicity

Language

Metro Area

Education

Psychographic

Click on Filter to segment your App User PopulationSegment using demographic,

geographic, or Page Likes

Pre-Packaged, Interactive Dashboards Provide an Easy Way to Segment Your App Users


Fan Analysis: Demographics Map



Targeted Communication &

Transaction

Listen

LearnAct


alert Application

Compelling SoLoMo with Targeted content distribution


Step 1 Download app

Step 2 Connect to Facebook

Step 3Allow access

alert for iPhone and Android

www.alert.com

How does alert get access to Fan data?


alert Menu

alert Menu presents a customized catalog of products, services, and

content exclusively available to alert Network members.

alert Offers

alert Offers presents capacity- or time-limited products and services in a personalized way to your alert Network members.

alert Events

alert Events lists upcoming Facebook Events, provides RSVP capabilities and maps them to each of your alert Network members.

alert News

alert News is used to deliver wall posts and personalized messages to all of your alert Network members.

The alert Application

• alert includes four primary areas of user content and functionality


Click to join FCB

community

Alert is

Default Tab


Drive likes to Player Pages

in FCB Network

FCB Network News Feed

Posts from Liked pages

in FCB Network


Match results and coverage

Interactive social games and contests

Photo galleries

Game video

FCB Network Exclusive Content


You need content to get data and data to optimize content

Your Facebook

Fans

1 Compelling Application

Facebook Consumer Data in a Useful Format

Facebook Relational

Database

2Facebook Interface

Gateway

MicroStrategy

Segment & Analyze

3Analytics

EngineWisdom

MicroStrategy

MicroStrategy Alert

MicroStrategy

Alert

Alert App

4Personalization

Segment A

289,300Fans

MicroStrategy Alert

MicroStrategy

Alert

Alert CMS


Summary

Social Graph is a great customer insight

and you can get access (through applications)

Social Graph needs to be sync with internal insights

you can connect customer and purchase data (technical + legal restrictions to be taken care)

There is a huge Social media business case and it is

much stronger with “intelligent” social commerce


Contact and more infos:

Christian Pereira

Senior Director Social Media

MicroStrategy Deutschland GmbH

Koelner Strasse 263, 51149 Koeln

+49 160 96901047

[email protected]

SocialCRM: www.wisdom.com

SocialCommerce: www.alert.com

Material about Social Products: www.microstrategy.com

mailto:[email protected]




tsc12 - christian perreira - microstrategy

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