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Harvesting Consumer Intent from the Social Web

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From a panel at SxSW, moderated by Jolie O'Dell. Along with Jeff Janer, AJ Vaynerchuk, and me. Put this together as a presentation guide and recap.

Text of Harvesting Consumer Intent from the Social Web

  • 1.#intentHow toharvest consumer intentfrom the social Web

2. The social web encourages us to send out a constant streamof likes, Tweets and check-ins. Things weve done and wantto share. Most of it, however, consists of past actions.But what about our future actions? Our interests? The thingsin our bucket lists? Theres a new interest graph emerging onthe web that allows us to express our passions and plans in away that should be far more valuable to brands andmarketers than our declaration of things weve already done. 3. The social graph is who I know.The interest graph what I like. 4. 1How is the interest graph(and with it the expressionof intent) changing howboth consumers and brandsuse social media? 5. The social graph allows us to connect and follow individuals. 6. But we sometimes get more than we want. 7. But if we could lter our friends based on interests and only follow the content that matters to us. 8. It might be far more useful. We can lter and turn information into knowledge. 9. Better yet it remains persistent. So even if we miss it in the serendipity of the stream, its there when we need it. 10. Opportunity for brands, too. After 35 years of being a customer, AMEX doesnt know me, at least not on Facebook. 11. Enjoy a complimentary resort stay when youbook a cruise of 7 nights or longer online withAmerican Express Travel.Cruises? Maybe my friends like cruises. 12. Im a cyclist. Imagine if AMEX could market to my interests? 13. 2What are the platforms andthe dierences among them? 14. add better exploresectionsFoursquare getting in the game. 15. The Fancy 16. Springpad will help convert interest to action with lots of useful enhancements and alerts. 17. 3Consumer are jumping onplatforms like Pinterest, butdo marketers yet understandthe opportunity? 18. Brands integrate more naturally into the interestgraph when compared to the social graph. 19. Consumers are using these platforms as a wish-list and a scrapbook of interests and inspiration,This aggregated content informs brands ofconsumer aspiration and potential intent. 20. Brands understand that Twitter can be used asa platform for conversation but most have notmade that connection with platforms likePinterest and others. The focus, for now, isbroadcasting content. 21. DO YOU CAPTURE PREFERENCES AND INTERESTS EXPRESSED BY CONSUMERS?NoDont knowYes68.8 % 17.5 %13.6 % 22. 4.5% 1.3% 0.7%0.7% 3.3% 0.7% 23. 4How can brands andmarketers start to leverageor take advantage of theseplatforms? 24. Marketers, brands, platformshave a lot of work to do. 25. Its going to take a shift inperspective from say & thinkto do & share. 26. If all you do is show,the only thing users will do is look. 27. FosterdiscoveryLearn to engage in thenew spaceMarket todata 28. Foster discovery with direct brand engagement: set up prole with multiple notebooks include context and utility include non brand based assets invite others to curate support and encourage users this is the basic stu 29. Engage in platform appropriate ways go where youre welcome embrace your expertise in more than your own products become a trusted source link to & recognize your best advocates sponsor tags 30. Learn from and market to the data Use the data (pins, springs) to learn what to do next - with your content, your marketing, your product Make product data sharable - and worth sharing Continuous engagement & improvement - through alerts and enhancements Develop APIs and make your product data free in a much richer fashion 31. Are any brandsgetting it right? 32. Basic approachtoo many pins | all the same | little content variety 33. Doing it betternot only their own stu 34. Sharing, but capturing? 35. Inspiring discovery and learning interests from ithttp://pinterest.com/modcloth/vintage-vantage/ 36. 6What couldthey be doing? 37. 7What does success looklike? 38. Web trac For some brands Pinterest is already driving more web trac than Google or Twitter. Its becoming a top trac driver for womens magazines. Distribution channel for retailers and content brands. 39. Brand awareness and engagement 40. Outcomes in purchase and action (ROI) Increased trust from demonstrating that you knowsomeones interests rather than (marketing to) theirdemographics More relevant engagement based on mutual interest Relevant engagement leads to higher rates ofconversion 41. 8How do brands get started? 42. explore all the sites establish a presence dont commit to just one learn conversation strategy measure and track everything create relationships with platforms understand data and market to it 43. QUESTIONS

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