As brands continue to integrate social media into their marketing efforts, the focus has increasingly turned to big data. In fact, you can't have a conversation today with a social media provider without someone inevitably bringing up the topic of APIs to gain access to the data surrounding interactions. But unstructured data can be challenging for legacy systems, especially when querying large strings of data to create attributes that can be acted upon for marketing efforts. So whether you're implementing social sign-in on your website or leveraging apps to connect with customers, it's critical to work with a provider who can not only collect and analyze the data but put it in a format that allows you to take action. While choosing what data to collect does vary by each brand and specific objectives and goals, there are a few core "attributes" that represent low-hanging fruit. These are the data attributes that allow most brands (regardless of vertical) to automate some key marketing programs that drive value, results, and ultimately, stronger relationships. One of the most efficient ways to do this is via a permission-based process that includes an app acceptance executed via a social sign or "connect" process that is also tied to email. So without further ado here are my top six social profile attributes you can't afford to ignore in this process and why.

1. 6 Ways to Get Social Data Working for Your Brand
Michael Della Penna | August 16, 2012 |
As brands continue to integrate social media into their marketing efforts, the focus has increasingly turned
to big data. In fact, you can't have a conversation today with a social media provider without someone
inevitably bringing up the topic of APIs to gain access to the data surrounding interactions. But
unstructured data can be challenging for legacy systems, especially when querying large strings of data
to create attributes that can be acted upon for marketing efforts. So whether you're implementing social
sign-in on your website or leveraging apps to connect with customers, it's critical to work with a provider
who can not only collect and analyze the data but put it in a format that allows you to take action.
While choosing what data to collect does vary by each brand and specific objectives and goals, there are
a few core "attributes" that represent low-hanging fruit. These are the data attributes that allow most
brands (regardless of vertical) to automate some key marketing programs that drive value, results, and
ultimately, stronger relationships. One of the most efficient ways to do this is via a permission-based
process that includes an app acceptance executed via a social sign or "connect" process that is also tied
to email. So without further ado here are my top six social profile attributes you can't afford to ignore in
this process and why.
1. Email address. Social interactions and apps offer marketers the unique opportunity to collect critical
attributes including an email opt-in across key touch points such as a brand's website or social
network page. Adding an email opt-in to a social sign-in app acceptance or connect process allows
marketers to continue that conversation throughout the customer lifecycle. Be sure to match collected
addresses against your existing database to avoid duplicates and be specific regarding what the
consumer is signing up for.

2. 2. Birthday. In a recent Social Identity study conducted by Blue Research for social web user
management platform provider Janrain, 88 percent of individuals admitted to supplying incorrect
information or leaving fields incomplete on registration forms. Tapping into social profile data via a
permission-based app allows marketers to collect accurate attributes such as birthday that can then
be used to power valuable relationships. Automating birthday messages and including an added
incentive, such as a special discount or free gift, enable leading brands to not only recognize
customers but create another reason to engage and incentivize a store visit or purchase.
3. Location. According to a Census Bureau report, four out of 10 people moved between 2009 and 2010
for housing-related reasons. Additionally, over 28 percent of those moved to a different county within
the state or a different state entirely. Not surprisingly, the implications to marketers can be significant.
With social networks being central to maintaining and communicating life events with family and
friends, profile updates and accuracy remains high. Adding location to the collection process enables
brands to verify location data and track and target consumers with relevant messaging based on the
latest information shared and refreshed based on interactions with the app or via a social sign-in. Geo-
messaging across email and via targeted social posts where available (i.e., Facebook) allow brands to
update relevant customers about new store openings, local events, and/or offers. Additionally, tracking
location over time based on interactions with the app enables brands to remain relevant over the life of
the relationship.
4. Interest. Purchase and interest data is often seen as one of the most powerful predictors of future
purchase intent. Therefore it should come as no surprise that "interest" lands at the top of any brand's
list of most desirable attributes. Using interest to power dynamic content and offers or to up-sell/cross-
sell helps leading brands drive performance and results across a variety of communication types
including email newsletters and promotional and service messaging.
5. Engagement. Tracking the engagement a consumer has with a brand is perhaps one of the most
underleveraged attributes used today. A survey by Aite Research found highly engaged Gen Y users
were more than twice as likely to recommend and purchase additional services from their bank. The
old 80/20 rule applies here as well. Understanding the 20 percent of your customers who are highly
engaged with your brand and treating them differently can pay handsome dividends. Collect and
analyze the data and create and index your score based on the interactions with your brand's social

3. page. Then use that score to segment and communicate with users differently based on their
engagement score.
6. Social graph data. While we've spent the majority of time understanding the individual consumer
interacting with your brand, I would be remiss if I ignored one of the most important and powerful
attributes of social data - the social graph. By understanding the individual's social graph, including
their friends' interests, brands have an enormous opportunity to expand the reach and performance of
their messaging. Leverage this data to include targeted messages that also encourage the customer
to share a relevant offer with friends who share the same interest via an email or post to Facebook.
Social data and the promise of big data remains one of today's hottest topics. But with a little strategic
planning and the ability to capture the right data in a structured way, big data can be made actionable and
scalable via targeted email communications and social posts.
Read article: http://www.clickz.com/clickz/column/2199132/6-ways-to-get-social-data-working-for-your-
brand