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SxSW 2012: Harvesting Consumer Intent from the Social Web

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  • #intent

    from the social Webharvest consumer intentHow to

  • The social web encourages us to send out a constant stream

    of likes, Tweets and check-ins. Things weve done and want

    to share. Most of it, however, consists of past actions.

    But what about our future actions? Our interests? The things

    in our bucket lists? Theres a new interest graph emerging on

    the web that allows us to express our passions and plans in a

    way that should be far more valuable to brands and

    marketers than our declaration of things weve already done.

  • The social graph is

    The interest graph

    who I know.

    what I like.

  • How is the interest graph (and with it the expression of intent) changing how both consumers and brands use social media?

    How is the interest graph (and with it the expression of intent) changing how both consumers and brands use social media?


  • The social graph allows us to connect and follow individuals.

  • But we sometimes get more than we want.

  • But if we could filter our friends based on interests and only follow the content that matters to us.

  • It might be far more useful. We can filter and turn information into knowledge.

  • Better yet it remains persistent. So even if we miss it in the serendipity of the stream, its there when we need it.

  • Opportunity for brands, too. After 35 years of being a customer, AMEX doesnt know me, at least not on Facebook.

  • Enjoy a complimentary resort stay when you book a cruise of 7 nights or longer online with American Express Travel.

    Cruises? Maybe my friends like cruises.

  • Im a cyclist. Imagine if AMEX could market to my interests?

  • What are the platforms and the dierences among them?


    What are the platforms and the dierences among them?

  • add better explore sections

    Foursquare getting in the game.

  • The Fancy

  • Springpad will help convert interest to action with lots of useful enhancements and alerts.

  • Consumer are jumping on platforms like Pinterest, but do marketers yet understand the opportunity?


  • Brands integrate more naturally into the interest

    graph when compared to the social graph.

  • Consumers are using these platforms as a wish-

    list and a scrapbook of interests and inspiration,

    This aggregated content informs brands of

    consumer aspiration and potential intent.

  • Brands understand that Twitter can be used as

    a platform for conversation but most have not

    made that connection with platforms like

    Pinterest and others. The focus, for now, is

    broadcasting content.




    Dont know



    13.6 %

  • 4.5% 1.3% 0.7%

    0.7% 3.3% 0.7%

  • How can brands and marketers start to leverage or take advantage of these platforms?


  • Marketers, brands, platforms have a lot of work to do.

  • Its going to take a shift in perspective from say & think to do & share.

  • If all you do is show,

    the only thing users will do is look.

  • Foster discovery

    Learn to engage in the new space

    Market to


  • set up profile 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

    Foster discovery with direct brand engagement:

  • 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

  • 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

    Learn from and market to the data

  • Are any brands getting it right?

  • Basic approach

    too many pins | all the same | little content variety

  • Doing it better

    not only their own stu

  • Sharing, but capturing?

  • Inspiring discovery and learning interests from it

  • What could they be doing?


  • What does success look like?


  • 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.

    Web trac

  • Brand awareness and engagement

  • Outcomes in purchase and action (ROI)

    Increased trust from demonstrating that you know someones interests rather than (marketing to) their demographics

    More relevant engagement based on mutual interest

    Relevant engagement leads to higher rates of conversion

  • How do brands get started?


  • 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