From a panel at SxSW, moderated by Jolie O'Dell. Along with Edward Boches, AJ Vaynerchuk, and Jeff Janer from Springpad.

1. #intent
How to
harvest consumer intent
from the social Web

2. The social web encourages us to send out a constant stream
of likes, Tweets and check-ins. Things we’ve done and want
to share. Most of it, however, consists of past actions.
But what about our future actions? Our interests? The things
in our bucket lists? There’s a new interest graph emerging on
the web that allows us to express our passions and plans in a
way that should be far more valuable to brands and
marketers than our declaration of things we’ve already done.

3. The social graph is who I know.
The interest graph what I like.

4. 1
How is the interest graph
(and with it the expression
of intent) changing how
both consumers and brands
use social media?

5. The social graph allows us to connect and follow individuals.

6. But we sometimes get more than we want.

7. But if we could filter our “friends” based on interests and only “follow” the content that matters to us.

8. It might be far more useful. We can filter and turn information into knowledge.

9. Better yet it remains persistent. So even if we miss it in the serendipity of the stream, it’s there when we need it.

10. Opportunity for brands, too. After 35 years of being a customer, AMEX doesn’t know me, at least not on Facebook.

11. Enjoy a complimentary resort stay when you
book a cruise of 7 nights or longer online with
American Express Travel.
Cruises? Maybe my friends like cruises.

12. I’m a cyclist. Imagine if AMEX could market to my interests?

13. 2
What are the platforms and
the differences among them?

15. add better explore
sections
Foursquare getting in the game.

16. The Fancy

20. Springpad will help convert interest to action with lots of useful enhancements and alerts.

21. 3
Consumer are jumping on
platforms like Pinterest, but
do marketers yet understand
the opportunity?

22. Brands integrate more naturally into the interest
graph when compared to the social graph.

23. Consumers are using these platforms as a wish-
list and a scrapbook of interests and inspiration,
This aggregated content informs brands of
consumer aspiration and potential intent.

24. Brands understand that Twitter can be used as
a platform for conversation but most have not
made that connection with platforms like
Pinterest and others. The focus, for now, is
broadcasting content.

25. DO YOU CAPTURE PREFERENCES AND INTERESTS
EXPRESSED BY CONSUMERS?
No Don’t know Yes
68.8 % 17.5 % 13.6 %

26. 4.5% 1.3% 0.7%
0.7% 3.3% 0.7%

27. 4
How can brands and
marketers start to leverage
or take advantage of these
platforms?

28. Marketers, brands, platforms
have a lot of work to do.

29. It’s going to take a shift in
perspective from ‘say & think’
to ‘do & share.’

30. If all you do is show,
the only thing users will do is look.

31. Foster
discovery
Learn to engage in the
new space
Market to
data

32. Foster discovery with direct brand engagement:
• set up profile with multiple notebooks
• include context and utility
• include non brand based assets
• invite others to curate
• support and encourage users
• this is the basic stuff

33. Engage in platform appropriate ways
• go where you’re welcome
• embrace your expertise in more than your
own products
• become a trusted source
• link to & recognize your best advocates
• sponsor tags

34. Learn from and market to the data
• Use the data (pins, springs) to learn what to do next -
with your content, your marketing, your product
• Make product data sharable - and worth sharing
• Continuous engagement & improvement - through
alerts and enhancements
• Develop APIs and make your product data “free” in a
much richer fashion

35. Are any brands
getting it right?

36. Basic approach
too many pins | all the same | little content variety

37. Doing it better
not only their own stuff

38. Sharing, but capturing?

40. Inspiring discovery and learning interests from it
http://pinterest.com/modcloth/vintage-vantage/

41. 6
What could
they be doing?

45. 7
What does success look
like?

46. Web traffic
• For some brands Pinterest is already driving more
web traffic than Google or Twitter.
• It’s becoming a top traffic driver for women’s
magazines.
• Distribution channel for retailers and content brands.

47. Brand awareness and engagement

48. Outcomes in purchase and action (ROI)
• Increased trust from demonstrating that you know
someone’s interests rather than (marketing to) their
demographics
• More relevant engagement based on mutual interest
• Relevant engagement leads to higher rates of
conversion

49. 8
How do brands get started?

50. • explore all the sites
• establish a presence
• don’t commit to just one
• learn conversation strategy
• measure and track everything
• create relationships with platforms
• understand data and market to it

51. QUESTIONS