Marke&ng  to  Networked  Customers  

Thomas  Bergstraesser  davai.com  

The  Social  Web  

•  The  social  web  is  changing  online  commerce  and  marke9ng  

– Ubiquitous  access  enables  sharing  of  info,  opinions  and  statuses  in  real-­‐9me  

– The  depth  of  interac9on  with  social  media  is  unprecedented  

– Marke9ng  at  the  last  click  is  becoming  less  effec9ve  and  highly  compe99ve  

•  Businesses  are  forced  to  adapt  and  establish  rela9onships  with  customers  on  online  social  networks  

– Online  lead  genera9on  leveraging  customer  referrals  and  brand  advocacy  

– Sales  promo9on  through  personalized  offers  and  discounts  that  are  trackable  

– Rela9on  management  through  rewards  and  recogni9on  of  online  par9cipa9on  

From  clicks  to  leads  

From  ac9vi9es  to  leads  

Customer  Engagement  on    the  Social  Web  

Davai.com  Confiden9al   3  

Who  I  am  Who  I  know  What  I’m  doing  What’s  my  opinion  What’s  happening  Where  I  am  

What  I  want  

Marke9ng  on  the  Web  

Marke9ng  on  the  Social  Web  

Social    Market-­‐    Place  Engine  

Adver&ser  

Social  Network  Services  

Social  Intent   Encounter  

Ac9vity  (lead)  

Encounter  

Database  of  Social  Intent  

Community  (Network)  

Response  (offer)  

Affinity  

Encounter  

Engagement  

Conversa9on  

Search  Engine  

Search/Browse  Adver&ser  

Consumer  

Search    Engine  

Publisher  Sites  

Intent   Content  

Content  

[Last]  Click  

Database  of  Intent  

Consumer  

s  

s  

Relevance  

Relevance  

The  Networked  Consumer  •  Networked  consumers  –  real-­‐world  conversa9ons  between  friends  online  

– Similarity  between  people  sparks  connec9ons  resul9ng  in  conversa9ons  

– Conversa9ons  between  people  breed  similarity  of  tastes,  opinions  and  behavior  

– Shared  social  objects  -­‐  people,  places,  things  -­‐  are  communica9on  channels  for  the  spread  of  awareness  and  adop9on  

•  Network-­‐based  (word-­‐of-­‐mouth,  buzz,  influencer,  viral,  referral)  marke9ng  improves  on  tradi9onal  marke9ng  technologies  

– Network  Neighbors  of  exis9ng  customers  are  significantly  (3-­‐5  9mes)  more  likely  to  respond  to  a  brand  message  or  product  offer  than  users  randomly  chosen  

– Network  Structure  allows  ranking  of  the  network  neighbors  so  as  to  permit  the  iden9fica9on  of  a  small  subset  of  influen9al  individuals  

– Network  Effects  can  significantly  (~20-­‐40%)  enhance  predic9ve  customer  models  over  the  ones  based  on  demographic,  geographic,  or  purchase  only  

Audience  Iden9fica9on  and    Engagement    

Social  Ac9vity  Stream  (Processing,  Analy9cs  &  Data)  

Social  Campaigns  

Social  Network  

Social  Conversa9ons    

Networked    Customer  

S9mulate  user  ac9vity  that  iden9fies  interest  and  advocacy  for  brand/product  

Target  customers,  prospects  and  influencers  with  personalized  messages  /  sales  offers  

Engagement  apps:  sweepstakes,  contests,  coupons,  group  buys,  surveys,  etc.    

Social  client:  streams,  filters  (keyword,  topic,  user),  alerts,  ac9ons,  recommenda9ons,  etc.  

Ac9vity   Response  

Workbench:  social  rela9onship  management,  customer  intelligence,  audience  segmenta9on  

Social  Profiles  

Social  Graph  

Social  Ac9vi9es  

Social  Objects  

 

Database  of  Social  Intent  

Virtuous  Cycle:  Facebook  

News    Feed  

Ads  

FB    Profile  Page  

Tabs  

App  

FB  Fan  Page  

s  

Engagement  Apps  

More  fans  &  subscribers  

More  fans  &  subscribers  

More  likes  &  content  

Higher  conversion  

Social  Presence  

Social  Shopping  

Beger  Targeted  

Ads  

Engaged  Community  

Social  Ad  

Audience  Iden9fica9on  and    Engagement  Engine  

Recogni9on  •  Reputa9on  •  Rewards  •  Offers  •  Cashback  •  Personaliza9on    

   

Analy9cs  •  Ac9vity  level  •  Connec9vity  •  Contribu9on  •  Sen9ments  •  Opinions  

Engagement  •  Conversa9ons  •  Campaigns  •  Games  •  Interac9ve  Ads  •  Transac9on  

     

Engagement  &  Influence  

Type  determines  recogni9on  

WOM  &  Referrals  

Targeted  by  

User  self-­‐iden9fied  himself  

Recommenda9ons  

Refine  Algorithm    

Community  

Dashboard  •  Repor9ng  •  KPIs  •  Adjustments        

Mining  •  Segments  •  Interests  •  Influence  •  Behavior  •  Loca9on    

Actor  •  Affinity  •  Advocacy  •  Influence  •  Value  •  Reciprocity  

Profile  •  Agributes  •  Behavior  •  Loca9on  

Social  Engine  

Iden9fies  individual    

Ac9vity  &  Connec9vity  

User  Model  •  Demographics  •  Geographic  •  Network  •  Behavior  

Consumer  Network  formed  through  direct  interac9on  

Ac9vity  &  Connec9vity  

Changes    

Interac9ve  Content  Wrap  your  content  with  social  gestures  that  foster  customer  engagement  and  word-­‐of-­‐mouth  (WOM)  to  boost  sales.  

o  Engagement  Apps  –  engage  your  fans,  followers,  subscribers  in  conversa9ons  •  Contest,  Event,  Poll,  Vote,  

VIP  

o  Social  Games  –  to  generate  qualified  leads  &  permissions  •  Choose  style,  Scratch  &  

Win  

o  Social  Shopping  –  drive  commerce  transac9ons  with  exclusives  &  deals  •  Group  deal,  Giiing,  

Exclusive,  

 

Real-­‐9me  Analy9cs  Understand  the  impact  of  social  media  on  customers,  compe9tors,  brand  to  op9mize  your  marke9ng  programs.  

o  Gain  insight  by  tracking  and  monitoring  your  social  campaigns  •  Reach,  Content,  Leads  

o  Understand  the  demographics,  geographic  and  online  behavior  of  your  networked  customers  •  Age,  Gender,  Loca9on,  

Ac9vi9es  

o  Iden9fy  affinity  and  influence  for  each  of  your  customers  •  Influencers,  Advocates  

Mining  Associa9ons  from  Social  Media  

Actors  (users)  

Social  Objects  (people,  places,  things)  

Ac9on  (verb)  

User  iden9fy  themselves  through  ac9ons  (par9cipa9on  in  campaigns)  

Business  classify  ac9ons  and  social  objects  (through  campaigns)  

Social  Web  

9me  

Audience  Iden9fica9on  Approach  

Engagement    App  

Iden9fy    Brand  Actors  

Actor  /  Social  Object    Graph  

Social  Networked  

Ac9vity  Stream  Mining  

Transforma9on  

Associa9on    Graph  

Scored    (centrality)  Graph  

Clustered  (similarity)  Graph  

Scoring  

Clustering   • Brand  Advocates  • Influencers  • Customers  

Find  network  neighbors  with  similar  brand  affinity  

•  Iden9fy  brand  actors  by  running  viral  apps  that  engage  users  in  structured  ac9vi9es  on  social  media.    •  Ac9vi9es  are  designed  in  a  way  that  whoever  engages  in  them  self-­‐iden9fy  himself  as  brand  actor.    

Analy9c  Flow  Hadoop  Map/Reduced  

Messages  

App  

Upload  

ProfileUploader  

Profiles  

Sequen9al    Files  

Extract   Users   Build  

UserExtractor   IndexBuild  

Index  

Serve  

Client  Solr/Lucene   SNAServer  

Users   write   index   generate   lda   upload   Users  doc  

Inde

x  

vector   Topic  users  

DocSourceWriter  

 DocIndexWriter  

 DocVectorWriter  

 LDAAnalyze  

 ReadParts  

 

Users  

Topic  Modeling  Flow  

Generate   score  graph   scores  

PageRankMain  

upload   Users  

UploadUserScores  

Users  Demographics  

User  Ranking  Flow  

Classifica9on  Flow  

Users   Users  Geograph

ics   Users   Users   Language   Users  

Sequen9al    Files  

Workbench  

Workflow  

Example  Campaign:  Pac6thBW  Interests:   Names:   Loca9on:  

Language:  

Declared  Network:   Ac9ve  Network:  

Topics:  

Measure/Metric   Value  

Dura9on  (weeks)   2  

Sponsors   3  

Par9cipants   155  

Ac9vi9es  (sponsors)   63  

Ac9vi9es  (pac6thbw)   429  

Visitors  (landing  page)   2,021  

L1  Reach  (sponsors)   2,695  

L1  Reach  (pac6thbw)   145,350  

Topic:  wine   7785  

Topic:  shopping   2065  

Loca9on:  seagle   5137  

Social  Accelerator  

Ac9vi9es  Ra9o   6.8  

L1  Reach  Ra9o   54