The Marriage of Social Analytics & Social Recognition to Better Reach Customers Brian Killen, Director of Emerging Technologies

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Acxiom Interactive
Marketing Summit 2011
April 4, 2011
San Francisco, California
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The Marriage of
Social Analytics & Social Recognition
to Better Reach Customers
Brian Killen
Director of Emerging Technologies, Acxiom
g g g ,
www.acxiom.com/
www acxiom com/ www.acxiom.com/
www acxiom com/ www.acxiom.com/
www acxiom com/ www.acxiom.com/
www acxiom com/
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© 2011 Acxiom Corporation. All Rights Reserved.

3. Social Media Isn’t a Fad, It’s a Fundamental
Shift in the Way We C
i th W W Communicate i t
> Some statistics that may
surprise you:
p y
• 25% of search results for the
world’s largest brands are
linked to user‐generated
content
• 34% of bloggers post
34% of bloggers post
opinions about products and
brands; there are over 200
million blogs
• 75% of consumers trust peer
recommendations; 17% trust
d ti 17% t t
advertisements
• Each day, there are over 100
million new twitter posts
• The top personal goals for
The top personal goals for
Twitter users are: Save more
money (74.5%), Exercise
more often (63.0%) and Lose
weight (58.2%)
• Median age of a Twitter user
Median age of a Twitter user
is 31, Facebook is 26,
MySpace is 27
3

4. Use of Social Media Is Growing Rapidly…
U.S. Social Network Users, 2008 - 2014
Millions & % of Internet users
65.8%
64.7%
63.5%
61.2%
57.5%
51.7%
157.9 164.9
41.6%
41 6% 150.4
150 4
140.2
140 2
127.0
109.2
84.5
2008 2009 2010 2011 2012 2013 2014
Note: Use at least monthly via any device
Source: eMarketer, April 2010
4

5. …But Marketers Are Still Focusing
Spending on E t bli h d Ch
S di Established Channelsl
There is a huge opportunity for
marketers to:
marketers to:
> Learn about social media users’
interests and needs
> Respond with meaningful and
relevant content and offers
l t t t d ff
VS.
Based on our research, marketers
Based on our research marketers
have been reluctant thus far to use
social media because:
> Lack of familiarity with the nuances
of social media
of social media
> Difficulty in tracking ROI to justify
large budgets
gy
> Lack of suitable technology that
can scale beyond 1‐1 marketing
Source: Nielsen, August 2010
http://socialfresh.com/marketers‐are‐not‐spending‐their‐money‐where‐users‐arespending‐their‐time/# 5

6. Social Media is Disconnected from
Traditional CRM and Oth M k ti
T diti l d Other Marketing
Email
Email
Marketing
Quantifiable
Social Media Client CRM Multichannel Online
Advertising
Silo Approach
> T
Tremendous amount of consumer
d t f
insights Mobile Ads
> But:
• Limited ability to take action at scale
• Measuring ROI on social campaigns
Measuring ROI on social campaigns
is difficult
6

7. What If We Could Leverage Social Data in
The Same That Google Infers Intent from
Its Users’ Behavior?
Could we use social data in a similar way
to improve engagement in traditional
channels ?
h l ?
Personalized and coordinated
engagements: Leverage signals from
p
user input to determine in‐market
intent, brand preferences,
sentiment, and interests?
Reach and engage your audience:
Reach and engage your audience:
Engaging consumers over time and
multiple channels?
Multi‐dimensional insight: Selecting
g g
which market segments to target
based on their demographic data and
social data?
Marketing central nervous system:
Marketing central nervous system:
Automating targeting
7

8. The Emergence of Social Networks
Present Marketers with an Important
Challenge
> There are three components to integrating social media with traditional
multichannel marketing platforms:
multichannel marketing platforms:
• Detecting consumer intent and signals from social
Social Recognition media and tying that back to consumer records
• Presenting a multidimensional view of the consumer
Analytics using all available social and traditional data
• Discovering actionable insights and refining them into
Discovering actionable insights and refining them into
concrete recommendations
• Tracking ROI of marketing campaigns across multiple
channels
• Automating campaigns that take advantage of:
Automated
Targeting – Timeliness
– Content that suits the consumer
– Optimal channels
8

9. Social Recognition: Connecting
Online Profiles to Consumer Records
Deepens Understanding
> Most social content remains anonymous – identifying users is a challenging
problem
> Once the identity of social contributors is established, we can connect
online social data with offline consumer records to glean additional insights,
not currently available in the marketplace
not currently available in the marketplace
Jessica Wilson
• 1396 Henry Dr
Five things you didn’t know about Jessica in 140 characters:
• Denver, Colorado 50551
Potential Influencer Product Category
• JessicaW@gmail.com
g
• Single, 27
• Income 80K / Yr
• Addressable Channels:
– Prospect Email
– Online Display
Online Display
– Direct Mail
– Direct Email Social recognition
– Mobile Offer/ Geo / Persona
connects online
Other
social identities
– Owns iPhone
Owns iPhone
and activities with Intent to Buy Brand
– Other
detailed attributes. Preference
9

10. Multi-Dimensional Analytics:
We Can Combine Social Data to More
Accurately Identify Intent
Social Data Traditional Offline Data
• 20 million unique authors
• Acxiom traditional data
• 500 unique forums / boards
assets:
• 500,000 posts / day Multidimensional • Demographic and
View of the
Vi f th • psychographic data
h hi d
• 60 million unique authors
• 8 million tweets / day Consumer
• Client CRM data assets
• 100,000 new authors / day
• 15 million unique blogs
• 1 million+ posts / day • Call center /
• 10,000 new blogs / day email / chat
transcripts
• 2.5 million authors
• 40,000 unique sites • Text‐translated video
• 200,000 posts / day
• 600 thousand unique consumers ,
• Private news,
• 60 thousand reviews / day • research, feeds
• 25 unique review sites
10

11. Example: Building an Affinity Map for
a Television Audience
Show Actionable insight
Skins Movie
Preference
We can find connections between viewing and interests over a period of time.
We can find connections between viewing and interests over a period of time.
Jersey eCommerce
Shore Opportunity
Vampire In‐market
Diaries for Products
Teen Lifestyle and
Mom 2 Interests
Ultimate
Fighter eCommerce
C
Opportunity
11

12. Automating the Engagement Process
is Key to Taking Advantage of Timely
Consumer Signals
Analytics – Combining
Social and Traditional Data
Social and Traditional Data Enrichment Automated Targeting
Automated Targeting
Discussion by topic in market for Client CRM
"camera" by brand preference
• Enrichment with
Acxiom and client
Acxiom and client
Minolta Email Integrated
offline database Configurable
Canon
multichannel
Nikon • Identify channel Workflow
ROI analysis and
Kodak addressability Engine
Online Ad tracking
• Leads scoring Targeting
g g
Mobile
Targeting
Value of an Automated Process:
• Dealing with large volumes of data
• Customizing the business rules for each persona
• Enabling action on a timely basis
Enabling action on a timely basis
12

13. Key Take Away: Social Insights Can Be
Actionable and S l bl
A ti bl d Scalable
> By linking offline consumer records with online identities and rich social
analytics, you can enable:
analytics you can enable:
• A much deeper set of analytics than is currently possible
• Actionable insights obtained from social media that can be delivered in a
scalable way through more established channels
scalable way through more established channels
> Social media can be utilized to:
• Deepen marketers’ understanding of their customers
• Discover new customers
Discover new customers
• Improve clients’ relationship with customers (e.g., customer service,
loyalty programs)
13

14. Recommendations:
> Ask your consumers for their social usernames in order to enhance your
ability to listen and respond to them
ability to listen and respond to them
> Develop a listening program to identify consumer intent / trends
> Prepare to move away from a campaign based marketing model to an
ongoing process of engagement focused on delivering relevant content
ongoing process of engagement focused on delivering relevant content
14

15. Thank You.
Twitter : #AcxiomSummit
© 2011 Acxiom Corporation. All Rights Reserved.