Social media is becoming the new way to reach out to potential customers. With the advent of predictive social analytics, it becomes simple to target customers interested in making a purchase.
4. 4
• Market Overview
• Customer Challenges
• Case Studies – Predictive Social Behavior
• T-Mobile/HBS Case Study
• Appia Case Study
Agenda
The Move to Predictive Social Behavior
11. 11
Social Management for
Marketing Managers
Enterprise Data
Integration for
Marketing Executive
SalesforceSalesforce
SugarCRMSugarCRM
MARKETOMARKETO
ZendeskZendesk Google ,AnalyticsGoogle ,Analytics
API - Data ManagementAPI - Data Management
PublishPublish EngageEngage
AmplifyAmplifyAnalyzeAnalyze
MonitorMonitor
Viralheat Product Architecture
40. Launch NewVoIP Product
Internet based business phone system
First small business-focusedVoIP product
for T-Mobile
zzT-Mobile Hosted Business Solutions
41. • Crowded category
• First business-focusedVoIP product
• Needed to identify relevant audience
• Target key influencers & adopters
The Challenge
42. T-Mobile turned to social media to:
•T-Mobile brand sentiment
•Learn where engagement highest
•Determine language/terms used
•Identify SMEs
Social Discovery
43. SolutionReal-time research –
#VoIP, #newoffice
Target key influencers re:T-
Mobile@work
Identify & cultivate leads
Determine most effective channels
Monitor the Conversation
44. 500 pilot customers
High percentage were Influencers
Identified best terminology
Insights implemented into campaign
Results
45. T-Mobile turned toViralheat due to:
•End-to-End Social Media Monitoring and Management
•Real-time, actionable insights and analysis
•Integration with existing Enterprise applications
•Intuitive, easy-to-use application and interface
Viralheat Advantages
Spend a little more time talking about why they thought using social was a way to solve these particular problems – how did we do this?
Tell an anecdote
These were the things that people were tweeting
What were you guys looking for? Maybe no screen shots and a bunch of hashtags
The messages the audience gave us that we were able to act on.
We knew our audience was in social channels
How did they come into the idea that social was the space they should play in?
Touch on content showing (hashtags or messages) was information they turned into marketing campaigns or pulled it right into their CRM and sales people followed it up right away
Spend a little more time talking about why they thought using social was a way to solve these particular problems – how did we do this?
Tell an anecdote
These were the things that people were tweeting
What were you guys looking for? Maybe no screen shots and a bunch of hashtags
The messages the audience gave us that we were able to act on.
We knew our audience was in social channels
How did they come into the idea that social was the space they should play in?
Touch on content showing (hashtags or messages) was information they turned into marketing campaigns or pulled it right into their CRM and sales people followed it up right away