The Rise of Graph Marketing
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This document discusses the rise of graph marketing and how it leverages customer communities, conversations, and identities. Graph marketing places human experiences at the center of marketing. It involves understanding a customer's social and professional networks, interests, and participating in conversations on social platforms. The document recommends that CMOs embrace change, consider how to understand and market to customer graphs, develop networking skills, and employ data scientists to help analyze customer graph data and conversations.
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The Rise of Graph Marketing
- 1. The Rise of Graph Marketing. http://www.beeha.us
- 3. CUSTOMERS . are a hive of influence The Parallel Fig. 3. Fig. 4. Fig. 1. Fig. 2. YOUR BUSINESS YOUR PRODUCT/SERVICE YOUR CUSTOMERS CUSTOMERS NETWORK Source: Don Peppers http://www.beeha.us
- 4. THEIR INFLUENCE Evaluation . plays a crucial role with customers 3. commerce Purchase Closure reviews 2. precommerce Self-Expression word of mouth expert 4. postcommerce brand engage intro brand interrupt strength validation influence loop post purchase research discovery sentiment advocate Consideration interrupt sentiment commit Awareness reconsider 1. formulation Advocate Source: McKinsey & Altimeter Group brand experiment http://www.beeha.us Loyalty Experience
- 5. Evaluation 3. commerce Purchase Closure reviews 2. precommerce Self-Expression word of mouth expert 4. postcommerce brand engage intro brand interrupt discovery Customer Decision Journey validation post purchase research sentiment advocate Consideration interrupt sentiment commit Awareness brand experiment reconsider 1. formulation Advocate Loyalty influence loop Search Graphs Social Graphs Story Graphs Experience
- 6. GRAPH DATA Google Receives Over: 2,000,000 Search Queries . generated every 60 seconds Search Graphs Social Graphs The Mobile Web Receives: 217 New Users Websites: 571 New Ones Are Created Brands on Facebook Receive: 34,722 Likes Story Graphs Wordpress Users Publish: 347 New Blog Posts Instagram Users Share: 3,600 New Photos Source: Domo Foursquare Users Perform: 2,083 Check-ins Tumblr Users Publish: 27,778 New Posts YouTube Users Upload: 48 Hours of New Video http://www.beeha.us Facebook Users Share: 684,478 Pieces of Content Twitter Users Send Over: 100,000 Tweets
- 7. g r a p h Knowledge Graph c l a s s i f i c a t i o n Social Graph e x p l o d e Interest Graph http://www.beeha.us / / Professional Graph
- 8. g r a p h m ar k e t i n g http://www.beeha.us ?
- 9. Short History . of Marketing & Advertising Marketing Paradigms Early Approaches Modern Approaches 19th & 20th Century 20th & 21st Century http://www.beeha.us Direct 21st Centruy & Beyond Source: Wikipedia Branding Display One to One B2B Search Societal Relationship Social Email Marketing Mobile WOM Selling Product Production GRAPH? Contemporary Approaches Internet Marketing
- 10. GRAPH MARKETING Graph Marketing is a strategy that places human experiences at the center of marketing by leveraging customer communities, conversations, and identity. Source: Eric Fisher http://www.beeha.us beehaus © 2013 | 10
- 11. COMMUNITY . one’s social & professional graph + Source: Eric Fisher http://www.beeha.us 11 beehaus © 2013 | 11
- 12. IDENTITY . one’s interest graph highlight information be context relevant Source: Eric Fisher enable participation http://www.beeha.us 12 beehaus © 2013 | 12
- 13. CONVERSATIONS . thoughts, ideas, information & stories listening • Surface User Activity • Provide Notification Source: Eric Fisher speaking Conversations are how people express their identities to communities and how they receive feedback from them. Build marketing experiences that give people the power to connect and share. • Focus Conversation • Encourage Feedback • Encourage Sharing http://www.beeha.us 13 beehaus © 2013 | 13
- 14. Is this important ? http://www.beeha.us 14 beehaus © 2013 | 14
- 15. privacy governance Stabilize Environment Stabilize Ourselves innovation participation Source: Eric Fisher 15
- 17. GOVERNANCE Business Practices MONITORING disclosure Transparency C ommuni cat i on LEGAL Ethics Regulatory http://www.beeha.us
- 19. Networks social graphs Instagram Pinterest Vine Tumblr Google Microsoft LinkedIn MONITORING & ANALYTICS monitoring Analysis Visualization aggregation Publication curation Archiving SMMS content media Apps Brickflow Permamarks Shoutlet Hootsuite Tweet Deck Infinigraph Gravity OpenGraph Yammer Wordpress Drupal Lithium ENTERPRISE Blogging Community Platforms Source: Altimeter Group http://www.beeha.us SERVICES SDL Klout Kred PeerIndex Little Bird EgoNet Gephi Graph Stream NodeXL Mathmatica NetworkX Agencies Neo4J Hadoop AllegroGraph FlockDB GraphDB InfinteGraph Twitter Knoweldge graphs professional graphs Mass Relevance INFRASTRUCTURE interest graphs Beehaus Graph Database Big Data CRM Facebook INNOVATION
- 20. GRAPH MARKETING 4 Recommendations for Today’s CMO http://www.beeha.us
- 21. 1. EMBRACE CHANGE. Evaluation 3. commerce Purchase Closure reviews 2. precommerce Self-Expression word of mouth expert 4. postcommerce brand engage intro brand interrupt strength validation influence loop post purchase research discovery sentiment advocate Consideration interrupt sentiment commit Awareness brand experiment reconsider 1. formulation Advocate http://www.beeha.us Loyalty Experience
- 22. 2. CONSIDER GRAPHS. Community Conversations Graph Marketing Identity http://www.beeha.us
- 23. 3. DEVELOP NETWORKING SKILLS. http://www.beeha.us
- 24. 4. EMPLOY DATA SCIENTISTS. 00 1 1 0 10 1 http://www.beeha.us 24
- 26. jeremi karnell . . email jeremi@beeha.us . phone 617.510.3569 . office 115 Sandra Muraida Way Suite 321 Austin, TX 78703 http://www.beeha.us @beehaus http://www.beeha.us