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Social intelligence and 
marketing strategy 
JESSICA WILLIAMS 
VISA 
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014
SOCIAL Intelligence 
Marketing STRATEGY 
Jessica Williams 
@mediametricsgal 
“NOE TWO” PARISIAN STREET ARTIST, RIO DE JANI...
2 @mediametricsgal 
Innovative research methodologies…. 
… focused on deriving ACTIONABLE 
INSIGHTS … 
… by understanding ...
THE SOCIAL INTELLIGNCE PROGRESSION 
• Social intelligence can provide data at every stage of the marketing process 
STRATE...
• Enable agencies to explore a more focused set of creative concepts for higher 
efficiency and effectiveness 
Today = Goo...
TOP 5 REASONS SOCIAL DATA WILL 
DISRUPT MARKET RESEARCH 
5 Visa Confidential @mediametricsgal
SOCIAL DATA IS REPRESENTATIVE 
6 @mediametricsgal
PEOPLE SHARE EVERYTHING 
7 @mediametricsgal
YOUNGER GENERATIONS WILL ALWAYS SHARE 
8 @mediametricsgal
PEOPLE TRUST OTHERS ONLINE 
9 @mediametricsgal
DATA IS NOT JUST CONVERSATIONAL 
10 @mediametricsgal
THE SOCIAL DATA ADVANTAGE 
• The Value of Social Data for Marketing Intelligence 
11 @mediametricsgal 
Low Cost Data Colle...
WHERE AND WHEN APPLICABLE 
• The possibilities for when and where the data can be used are endless 
Attitudinal  Behaviora...
MAKING IT HAPPEN – CASE STUDY #1 
Visa Payments Conversation Blueprint 
Small/Mid-Size Business Owners 
@mediametricsgal V...
14 @mediametricsgal 
• Understand topics that matter most to 
small business owners to help better 
inform SMB marketing s...
800+ Queries 
Identified more than 
10,000 business owners 
in 15 different industries. 
The owners were 
segmented by age...
WHO ARE THE PEOPLE IN THE PANEL 
GENDER INDUSTRY 
-14% 44% 56% +14% 
AGE Panel over-indexes among 35-44 year olds 
Under 2...
QUERYING THE PANEL 
Sharing 
Expertise 
4738 
21.8% 
17 @mediametricsgal 
Legal and 
Financial 
2314 
10.7% 
Company 
Oper...
QUERYING THE PANEL 
• How do business owners in the panel share content? 
Posts that link to an external site Posts that m...
QUERYING THE PANEL 
• How do SMB owners share their expertise on Twitter? 
19 @mediametricsgal 
Some small business owners...
NEW APPROACH TO CONTENT 
20 @mediametricsgal
RESULTS 
21 @mediametricsgal 
Consistent engagement rate 
of over 1.00% - 2x higher 
than LinkedIn benchmarks 
50X the num...
NEW APPROACH TO EVENTS 
SMB Meetup Tour 
Partner with MeetUp to 
bring together SMB-related 
groups for 
exclusive Visa ev...
MAKING IT HAPPEN – CASE STUDY #2 
Cultural Strategy 
Affluent Consumer Interests and Behaviors 
@mediametricsgal Visa Conf...
PROJECT OBJECTIVE 
Uncover the unstated values 
and attitudes of affluent (and 
ultra-affluent) consumers, 
shaped by thei...
1 3 
$100K+ Jobs 
Identified more than 1,200 
unique job titles in 25 
different industries with a 
median salary greater ...
QUERYING THE PANEL 
26 @mediametricsgal 
The panel produced 
5 million tweets 
from May ‘13 thru April ‘14 
205,000+ 
ment...
$100Kers Affinity Segmentation Breakdown 
British 
Ex-pats 
1% 
Sports 
Fans 
11% 
27 @mediametricsgal 
Pop 
Culturists 
1...
INTERESTS MOST UNIQUE TO THE AFFLUENT 
25,000 
20,000 
15,000 
10,000 
5,000 
28 @mediametricsgal 
$100kers over-index on ...
KEY INFLUENCERS FOR EACH INTEREST 
Interest Most followed 
29 @mediametricsgal 
Hip Hop 
MTV/VH1 Shows 
Other 
Bobby 
Flay...
EXAMPLE GROWTH PROFILE 
HIGH GROWTH, LOW VOC 
400% 
350% 
300% 
250% 
200% 
150% 
100% 
50% 
0% 
-50% 
30 @mediametricsgal...
942 
What drives people to workout? 
716 
31 @mediametricsgal 
568 
452 
275 
Fun Lifestyle Competition Weight Loss Stress...
MOTIVATIONS 
• How Does Interests of $250Kers Differ from $100Kers? 
Dine Travel Entertain Shop 
$250K+ $100K - $249K 
• S...
NEW APPROACH TO THE SEGMENT 
33 @mediametricsgal
WHAT’S NEXT 
– Predictive modeling of payment volume 
based on social conversation for new 
product types (ie Apple Pay) 
...
Learn more about past and 
upcoming events 
SOCIALMEDIA.ORG/EVENTS 
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014
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Social intelligence and marketing strategy, presented by Jessica Williams

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In her Brands-Only Summit Pre-Conference presentation, Visa's Jessica Williams explains how Visa uses social listening and analytics to help enhance traditional research projects.

She talks about the three core segments their analytics are focused on: small business owners, developers, and the affluent audience.

Veröffentlicht in: Marketing, Soziale Medien
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Social intelligence and marketing strategy, presented by Jessica Williams

  1. 1. Social intelligence and marketing strategy JESSICA WILLIAMS VISA OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014
  2. 2. SOCIAL Intelligence Marketing STRATEGY Jessica Williams @mediametricsgal “NOE TWO” PARISIAN STREET ARTIST, RIO DE JANIERO 2013 Visa 1 @mediametricsgal 1
  3. 3. 2 @mediametricsgal Innovative research methodologies…. … focused on deriving ACTIONABLE INSIGHTS … … by understanding TARGET POPULATIONS attitudes, behavior, and motivations … … within the context of CULTURE, TRENDS and SOCIAL
  4. 4. THE SOCIAL INTELLIGNCE PROGRESSION • Social intelligence can provide data at every stage of the marketing process STRATEGY PLANNING CREATIVE BRIEF EXECUTION EVALUATION 3 @mediametricsgal SOCIAL INTELLIGENCE used in strategy planning, MSF’s and creative briefs to hone in on marketing objective and audience used to optimize during execution and evaluate post campaign.
  5. 5. • Enable agencies to explore a more focused set of creative concepts for higher efficiency and effectiveness Today = Good Tomorrow = Great 4 @mediametricsgal AD DEVELOPMENT Idea territories Narrowing territories Specific campaign ideas Campaign selection FOCUSED exploration Shortlisting Selecting AD DEVELOPMENT EVOLUTION FROM GOOD TO GREAT
  6. 6. TOP 5 REASONS SOCIAL DATA WILL DISRUPT MARKET RESEARCH 5 Visa Confidential @mediametricsgal
  7. 7. SOCIAL DATA IS REPRESENTATIVE 6 @mediametricsgal
  8. 8. PEOPLE SHARE EVERYTHING 7 @mediametricsgal
  9. 9. YOUNGER GENERATIONS WILL ALWAYS SHARE 8 @mediametricsgal
  10. 10. PEOPLE TRUST OTHERS ONLINE 9 @mediametricsgal
  11. 11. DATA IS NOT JUST CONVERSATIONAL 10 @mediametricsgal
  12. 12. THE SOCIAL DATA ADVANTAGE • The Value of Social Data for Marketing Intelligence 11 @mediametricsgal Low Cost Data Collection Quick Analysis Real Time Data Flow Unsolicited Data Sampled at Point of Experience Global Less Vendor Dependence for Research
  13. 13. WHERE AND WHEN APPLICABLE • The possibilities for when and where the data can be used are endless Attitudinal Behavioral 12 @mediametricsgal Segments • What brands do Millennials love • What concerns do small business owners have? • What pain points do the affluent have when they travel? Competitive Research • Gain knowledge of how developers view Visa compared to the competition • Understand competitors small business presence and campaigns • Understand how consumers feel about carrying cash at an event • What encourages a consumer to use credit over cash? Understanding Influence • Articulate the role of influencers in enabling brands to tap into cultural phenomenon • Help understand which influencers would be most impactful for a marketing campaign
  14. 14. MAKING IT HAPPEN – CASE STUDY #1 Visa Payments Conversation Blueprint Small/Mid-Size Business Owners @mediametricsgal Visa Confidential
  15. 15. 14 @mediametricsgal • Understand topics that matter most to small business owners to help better inform SMB marketing strategy and planning. • Identify pain and passion points for small business owners, to uncover the current perception of Visa and competitors, and understand how business owners use and share content online. PROJECT OBJECTIVE
  16. 16. 800+ Queries Identified more than 10,000 business owners in 15 different industries. The owners were segmented by age, location, business industry, age of business, and size of business. 15 @mediametricsgal Custom Search Database Upload the conversations the business owners are having on Twitter Forums to a searchable database, totaling 1M total conversations Conversation Analysis Analyze the conversations from the custom panel to surface trends and key themes. Influencer Research The panel is queried to identify where the SMB owners are getting content. Identify audience (SMBs) What types of content are these business owners most drawn to? What are the key themes? 2 1 3 4 Who are the individuals who influence panel members? METHODOLOGY : AT A GLANCE
  17. 17. WHO ARE THE PEOPLE IN THE PANEL GENDER INDUSTRY -14% 44% 56% +14% AGE Panel over-indexes among 35-44 year olds Under 24 25-34 35-44 45-54 16 @mediametricsgal The following top 8 industries (out of a total of 17) accounts for 83% of total SMB panel. Less Females than in general population. More Males than in general population. 3% 12% 42% 41% 2% 0% 10% 20% 30% 40% 50% Over 55 6% 5% 4% 11% 11% 10% 16% 19% 0% 5% 10% 15% 20% 25% Food and Beverage Beauty Services Marketing Retail Art and Design Insurance and Real Estate Clothing and Apparel Tech Services Other industries include: Music, Cleaning Services, Photography, Agriculture, Events Planning, Healthcare/Fitness, Landscaping, Financial Services, and Automotive. SMB owners are defined as: • Owners of businesses with less than 100 employers AND • With less than $25 million in annual revenue.
  18. 18. QUERYING THE PANEL Sharing Expertise 4738 21.8% 17 @mediametricsgal Legal and Financial 2314 10.7% Company Operations 5310 24.5% Political and Regulatory Issues 8053 37.1% Time Management and Personal 1305 6.0% Sharing Expertise Legal and Financial Info Operations Political Environment Travel and Time Management Topics Include: Sharing Expertise: • Sharing business advice • Networking • Social advertisement • Business associations • Questions for other business owners • Sharing own experience Legal and Financial: • Funding a business • Licensing a business • Loans and SMB grants • Debt • Banking • Legal advice Company Operations: • Marketing advice • Payments options • Growing the business • Reducing cost • Hiring employees • Running the business efficiently Political and Regulatory Issues: • Taxes • Regulations • Overall economy • Healthcare/ACA • Business climate Time Management and Personal: • Busy schedule • Time management • Travel • Vacation • Stress and personal pain points • Top Business-Related Topics in the SMB Panel
  19. 19. QUERYING THE PANEL • How do business owners in the panel share content? Posts that link to an external site Posts that mention another user Original post Percentages across topics 18 @mediametricsgal 47% 36% 29% 47% 50% 54% 60% 52% 30% 36% 31% 39% 31% 35% 36% 29% 34% 24% 8% 27% 41% Overall Sharing Expertise Legal and Financial Company Operations Political and Regulatory Time Management and Personal Posts that link to an external site Posts that mention another users Original posts
  20. 20. QUERYING THE PANEL • How do SMB owners share their expertise on Twitter? 19 @mediametricsgal Some small business owners are using Twitter to generate leads and to advertise their business. “Hey folks! Please follow my new Hot Sauce Biz @BoldSauces to keep up w/ our process as we hit the store! #getsauced” Business owners use questions as a way to engage with followers and to share their own opinions. “What opportunities have come your way over the last year to grow your business?” “I'm interested. What is the greatest business challenge you face?” Business owners see themselves as accomplished individuals, seeking to sharing their “story” or advice with others. “In my experience, there's only one thing that will always steer you toward success: That's to have a vision and to stick with it” “I decided to share my story on my website on how and why i started my business. check it out http://t.co/GiJLgsrwZi @SafeForWorkMx” Social Advertising Networking Asking questions Sharing Advice Sharing Experience 11% 12% 41% 20% 15%
  21. 21. NEW APPROACH TO CONTENT 20 @mediametricsgal
  22. 22. RESULTS 21 @mediametricsgal Consistent engagement rate of over 1.00% - 2x higher than LinkedIn benchmarks 50X the number of shares/post on LinkedIn – increasing reach exponentially Earned 20K new business owner followers on LinkedIn – decreasing spend needed to reach this audience 50X the number of qualified clicks to Visa.com – increasing conversion • New content strategy drove significant results
  23. 23. NEW APPROACH TO EVENTS SMB Meetup Tour Partner with MeetUp to bring together SMB-related groups for exclusive Visa events around the country. Local influencers join for discussions trends in SMB and the future of commerce 22 @mediametricsgal
  24. 24. MAKING IT HAPPEN – CASE STUDY #2 Cultural Strategy Affluent Consumer Interests and Behaviors @mediametricsgal Visa Confidential
  25. 25. PROJECT OBJECTIVE Uncover the unstated values and attitudes of affluent (and ultra-affluent) consumers, shaped by their cultural context, in order to better understand what ultimately affects their preferences, desires and behaviors. @mediametricsgal Visa Confidential
  26. 26. 1 3 $100K+ Jobs Identified more than 1,200 unique job titles in 25 different industries with a median salary greater than $100K a year. 25 @mediametricsgal More than 11,000 $100K+ individuals and their content are uploaded to a searchable database. Twitter “Follows” Socialgraphics Factor analysis was used to identify 3 “clusters” of interests that over-index from a normalized set of typical Twitter users. The panel is queried to identify the effects that culture has on consumer behavior. Behavioral Analysis Identify job titles What social handles do they follow? How do interests group together? 2 4 What motivates panel members? METHODOLOGY : AT A GLANCE
  27. 27. QUERYING THE PANEL 26 @mediametricsgal The panel produced 5 million tweets from May ‘13 thru April ‘14 205,000+ mentions of 23,000+ mentions of 105,000+ mention of 94,800+ mentions 73,000+ mentions 18,000+ mentions Food Beverage Philanthropy Consumer Tech Travel Health Fitness Social Entrepreneurship to answer questions like: What makes mentions of “organic” food increase faster than “local” or “sustainable” food in the past year? Why do more $100Kers talk about “Movember” than the Red Cross? How do conversations about Apple products differ from Android products? Where are $100Kers getting their exercise and how are they meeting their fitness goals? What do panel members find most irritating about travel? What are the business issues facing a new start-up? Deep Dives into Each Interest
  28. 28. $100Kers Affinity Segmentation Breakdown British Ex-pats 1% Sports Fans 11% 27 @mediametricsgal Pop Culturists 13% Urban Tech 57% The majority (57%) of the $100Kers fall into the “Urban Tech” Geeks 11% category Conservative 11% SEGMENTATION ANALYSIS
  29. 29. INTERESTS MOST UNIQUE TO THE AFFLUENT 25,000 20,000 15,000 10,000 5,000 28 @mediametricsgal $100kers over-index on News and Media, especially:  Tech News  Health News  Finance News The audience houses diverging political interests:  Liberal Politicians  Conservative Political Pundits Republican Legislators News Business Politics American Sports Culture Other 0 Chi-Square Difference from General Population
  30. 30. KEY INFLUENCERS FOR EACH INTEREST Interest Most followed 29 @mediametricsgal Hip Hop MTV/VH1 Shows Other Bobby Flay Michael Symon Guy Fieri Alex Guarnaschelli Giada de Laurentiis Food Network Beard Foundation Saveur Thomas Keller Ruth Reichl Amanda Hesser The Food Section American Haute Cuisine magazines, sites, and influential chefs. Todd Barry Paul F. Tompkins Marc Maron Paul Scheer Thomas Lennon Design Observer Print Magazine AIGA Eye Magazine Blouin Art Info Walker Art Center American comedians, stand up comics, comedic actors, and comedy writers. Leading art and graphic design sites, magazines, and cultural centers. Stars of classic Food Network shows such as Guy Fieri’s Diners, Drive-ins, and Dives. % of Audience [vs. general pop %] Top Interest: Culture American Cuisine American Comedians Modern Art Food Network Stars Brian Posehn W Magazine CFDA Style.com Harper’s Bazaar US Bergdorf Goodman Fashionista.com A mix of prominent fashion magazines, street style sites, and top luxury brands. Fashion 4.5% Vs. .6% 6.2% Vs. 1.7% 3.0% Vs. .5% 1.7% Vs. .4% 4.1% Vs. 2%
  31. 31. EXAMPLE GROWTH PROFILE HIGH GROWTH, LOW VOC 400% 350% 300% 250% 200% 150% 100% 50% 0% -50% 30 @mediametricsgal HIGH GROWTH, HIGH VOC LOW GROWTH, LOW VOC LOW GROWTH, HIGH VOC 0 200 400 600 800 1000 1200 1400 -100% Rate of Growth Volume of Conversation Fitness Trackers Marathon/Triathlon Weekend Warrior Runs Gym/Personal Training Competitive Sports CrossFit Fun Runs At Home Workouts
  32. 32. 942 What drives people to workout? 716 31 @mediametricsgal 568 452 275 Fun Lifestyle Competition Weight Loss Stress Relief Making Workouts Fun 1. Trying new workouts is fun “SoulCycle: Super fun, Super Challenging. I thought I was in ok shape until that class- yet LOVED the feeling of a new type of workout!” 2. Social workouts are fun “If every workout could be a themed 5K fun run w/ @pamelam35, I'd certainly be in much better shape.” Stress Relief 1. Doctors like to recommend exercise as a way to relieve stress. “@DailyHealthTips I am so glad u said that---I routinely ask pts to exercise to also reduce stress” 2. Yoga is the most common workout for stress reduction. “Thank god for yoga. Curing stress one shavasana at a time.” MOTIVATIONS DEEP DIVE
  33. 33. MOTIVATIONS • How Does Interests of $250Kers Differ from $100Kers? Dine Travel Entertain Shop $250K+ $100K - $249K • Save time • Celebrate • Spend time with family • Try the celebrity-chef dish • Network • To be taken care of • To experience new flavors 32 @mediametricsgal • Unplug • Learn • Unplug • Learn • Experience • Challenge myself • Get inspired • Acquire • Relax • Try new experiences • Share moments with family and friends • Showcase my good taste • Social status • Network • There was a good sale • I got a special offer • Define and refine my personal style • Stay on trend
  34. 34. NEW APPROACH TO THE SEGMENT 33 @mediametricsgal
  35. 35. WHAT’S NEXT – Predictive modeling of payment volume based on social conversation for new product types (ie Apple Pay) – White space marketing opportunities to own cultural spaces – New sponsorships based on developer, small business owner discussions – Better understanding of New Grads for recruitment – Competitive Landscape 34 Research Marketing Analytics Visa Confidential
  36. 36. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

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