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Social Attribution The missing link for mobile

Social Attribution

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Social Attribution. The missing link for mobile. Social & Mobile. Incredible Growth. Social & Mobile. Measuring Social Engagement. Access to 25 Billion social connections 100 billion Bit.ly Links since Jan. 2011 500 million Tweets per day. Source: Comscore, Twitter. Social & Mobile. - PowerPoint PPT Presentation

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Page 1: Social Attribution

Social AttributionThe m iss ing l i nk f o r mob i l e

Page 2: Social Attribution

Social & MobileIncredible Growth

Page 3: Social Attribution

Source: Comscore, Twitter

Social & MobileMeasuring Social Engagement

Access to 25 Billion social connections• 100 billion Bit.ly Links since Jan.

2011• 500 million Tweets per day

Page 4: Social Attribution

USER GENERATED ENTROPY

TRAVEL AUTO NEWS TECH LOCAL BUSINESS ENTERTAINMENT SHOPPING

SOCIAL NETWORKS AND AUDIENCESConsolidated social media channels

Social & MobileThe distributed User Profile

Page 5: Social Attribution

Search terms relevantto your brand

Apps & Sites relevantto your brand

People relevantto your brand

Social Intent GraphThe Elusive Audience

Page 6: Social Attribution

Search terms relevantto your brand

Apps & Sites relevantto your brand

People relevantto your brand

Social Intent GraphThe Elusive Audience Users v. Channels

Page 7: Social Attribution

Social Intent GraphConversation Cloud

Signal to Noise ratio

Amplification

Page 8: Social Attribution

Intent

Deal SeekerEco-friendly Shopper

Mayor of 40+ shops downtown on 4sq. Deals and discounts everywhere!1hr ago via Slices

Tap

Personalized Creative Based On Intent

Page 9: Social Attribution

Intent Personalized messaging

I wish more retailers and shops had eco friendly clothing : /1hr ago via Echofon

Biking with @Sheri219 to the mall, for exercise and to shop a lil’ bit!2hrs ago via Tweetcaster

Social + Rich MediaTargeted Messaging

Page 10: Social Attribution

Social AttributionThe 4 W’s of Social

Where the user was

When did they engageWhy they engaged

Who engaged

Location

Daypart

Intent

Audience

Page 11: Social Attribution

Social AttributionMeasuring Interactions

Interactions AttributionScheduling a calendar

Mapping to a storeClick to callVideo views

Follow on Tweet / Facebook

TopicsConversations

Tags

Page 12: Social Attribution

Social AttributionMeasuring ROI

Interactions $Scheduling a calendar

Mapping to a storeClick to callVideo views

Follow on Tweet / Facebook

$1.50$0.85$0.45$0.35$0.95

MetricCost per User Engagement

Page 13: Social Attribution

Social AttributionMeasuring Social Engagement

ENDEMIC CHANNELS AND BEHAVIOR

I wish more retailers and shops had eco friendly

clothing : /1hr ago via Echofon

I just checked in at Clarkdale Mall (103 Parkdale Ave. NY)

2hrs ago via Foursquare

http://bit.ly/11Jods1

In serious need of some discount shopping!

1hr ago via Echofon

http://bit.ly/51Joxff

I just checked in at Winners (25 Rosvalley S. NY)

2hrs ago via Foursquare

www.peta.com www.groupon.com

Page 14: Social Attribution

Social AttributionThe m iss ing l i nk f o r mob i l e

Q & A

Dilshan Kathriarachchi@shanwhiz

Addictive Mobility . @addictivelabs