Es tiempo de monetizar las redes sociales Diego Keller Regional Manager MCLATAM MicroStrategy
Jan 13, 2015
Es tiempo de monetizar las redes sociales
Diego KellerRegional Manager MCLATAM
MicroStrategy
World’s largest group of unbiased and unaided opinions Billions of interactions per month
Social Networks are the new way of…
Facebook Users
800M+ Total Users300M+ Mobile Users
Facebook Traffic
¼ of all U.S. Page Views
30% of all Internet Sessions
38% of all Referrals Originate from Links on Facebook
Facebook Attention
62 Minutes / Day / User5.3 New Objects / Day / User
800M+ People Contribute
Creating the World’s Most Comprehensive and Up-to-date Data on Personal
Demographics and Interests
800M+ People Connect
Each one Connected
To:
130 Other People80 Groups & Events
9 Favorite Brands
It’s Where All the People Are
It’s Where All the Personal Data is
It’s Where All the Connections Are
Why Facebook?
AgeGenderOrientationMaritalEtc.
Demographic
Friends
Events
Interests
Replicating Facebook data would take 1.4 million years and cost $240B
Mapping the Facebook social graph would take 550,000 years
Facebook by the Numbers
Social Graph for Dummies
Apps Drive Deeper Engagement
Apps provide a richer level of interactivity
Leverages info from the social graph
Allows marketer to collect that social graph data in the form of a token
Affinity vs Popularity
Turning Fans into Customers
DEMOGRAPHICS
Name:Age:Birthday:Gender:Family:Education:College:Major:Home:Hometown:Country:Employer:Position:Language:
Sue Fahey32Oct 2, 1980FemaleMarriedMastersBrownEconomicsLos Angeles, CANew Haven, CTUSAIntelClient Services DirectorEnglish, Spanish
ACTIVITY GRAPH
CHECK-INsGolden Gate ParkCA Car ShowDodger StadiumMarkham Winery
RSVPsTahoe Ski WeekendLakers GameRecipe Swap PartyGolden Gate Marathon
INTEREST GRAPH
BrandsNordstrom, Starbucks, Nike, LLBean
CelebritiesAdam Sandler, Oprah, Eddie Izzard
MusicU2, Rihanna, Adele
LIFE EVENTS
BIRTHDAYTurned 32 in October
PROMOTIONHer job title just changed
NEW BABYHad her first daughter in March
NEW HOMEMoved to LA in August
SOCIAL GRAPH
FRIEND – JANEAge:Gender:Likes:Check-Ins:
SISTER – Stacy Age: 38Gender: FemaleLikes: Chanel, Bloomingdales Check-Ins: Shutters, The Derby
GROUPS: Brown Alumni, Intel Sales
54FemaleCookingTJ Maxx
8
Facebook Users Store an Extraordinary Array of Up-to-date Information about Themselves in Facebook
DEMOGRAPHICS
Name:Age:Birthday:Gender:Family:Education:College:Major:Home:Hometown:Country:Employer:Position:Language:
---- ------32Oct 2, 1980FemaleMarriedMastersBrownEconomicsLos Angeles, CANew Haven, CTUSAIntelClient Services DirectorEnglish, Spanish
ACTIVITY GRAPH
CHECK-INsGolden Gate ParkCA Car ShowDodger StadiumMarkham Winery
RSVPsTahoe Ski WeekendLakers GameRecipe Swap PartyGolden Gate Marathon
INTEREST GRAPH
BrandsNordstrom, Starbucks, Nike, LLBean
CelebritiesAdam Sandler, Oprah, Eddie Izzard
MusicU2, Rihanna, Adele
LIFE EVENTS
BIRTHDAYTurned 32 in October
PROMOTIONHer job title just changed
NEW BABYHad her first daughter in March
NEW HOMEMoved to LA in August
SOCIAL GRAPH
FRIEND – --- -----Age:Gender:Likes:Check-Ins:
SISTER – --- ----- Age: 38Gender: FemaleLikes: Chanel, Bloomingdales Check-Ins: Shutters, The Derby
GROUPS: Brown Alumni, Intel Sales
54FemaleCookingTJ Maxx
Analyzing private Data Anonymously vs Public data in the web
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ACTIVITY GRAPHINTEREST GRAPH LIFE EVENTS
10
Books Title, Genre, Author, Publisher
Movies Title, Genre, Actor, Studio
Music Song, Album, Musician, Station
Art Artist, Item, Museum, Gallery
Television Show, Genre, Channel, Network
News Magazine, Media, Publisher
Sports Athlete, Team, League, Venue
People Comedian, Politician, Celebrity
Going Out Club, Restaurant, Bar, Nightlife
Travel Hotel, Attraction, Landmark
Companies Bank, Retail, Services, Brand
Products Cars, Clothing, Jewelry, Drinks
Facebook “Likes” Provide a Uniquely Powerful Toolfor Understanding Consumer Interests and Preferences
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Companies Use Social Info in a Wide Rangeof Marketing Activities
CONSUMER MARKETING
• Create promotions to upsell/cross-sell products based on interests of fans
• Design competitive offers to steal customers from competitors
MEDIA BUYING• Choose media channels that are
popular with the target consumers
• Identify media spokespersons most popular with target consumers
BRAND MANAGEMENT
• Design product experiences that appeal to consumer preferences
• Select corporate sponsorships that are favored by your target audience
SOCIAL MEDIA MARKETING
• Create more relevant posts, tweets and other social media content
• Co-market with Facebook pages that have high affinity with your brand
ONLINE ADVERTISING
• Discover details about your target segments that will make them more likely to respond to your messages
• Tailor ad messages to incorporate affinities of target group
MARKETING PLANNING & STRATEGY
• Plan store locations and real estate based on fan distribution
• Select marketing partners based on their reach and affinity with company’s brand
Social+Mobile: the new way of biz
Coupons
Vouchers
Tickets
There has never been a better time to be a marketer Stop thinking in terms of campaigns, think conversations Get to know your Audience Extend the Facebook experience beyond Facebook – to your
web site and mobile apps Use your Fan Intelligence data to make better decisions Next Generation will be our CONSUMERS, EMPLOYEES, VOTERS,
EXECUTIVES… Natives vs Immigrants
Key Takeaways
Past generations are entering…
Gracias!
Diego [email protected]