The web is rapidly changing from being just a source of information consumption to a place where people produce, consume, share and interact. The social web is engaging people away from a web of clicks to a web of online activities and real-world interactions performed in a conversational style. On the social web, people engage in more complex activities in real-time in the context of their network of online friends. The slides describe an innovative approach to efficiently stimulate and monitor brand- or product-related activity on social networks through the use of interactive campaigns. Users that participate in campaigns self-identify their brand or product affinity through structured activities that can be tracked and analyzed. Once brand or product advocates are identified, their social interaction provides a richer audience for targeting.

1. Marke&ng
to
Networked
Customers
Thomas
Bergstraesser
davai.com

2. The
Social
Web
From
clicks
From
ac9vi9es
to
leads
to
leads
• The
social
web
is
changing
online
commerce
and
marke9ng
– Ubiquitous
access
enables
sharing
of
info,
opinions
and
statuses
in
real-­‐9me
– The
depth
of
interac9on
with
social
media
is
unprecedented
– Marke9ng
at
the
last
click
is
becoming
less
effec9ve
and
highly
compe99ve
• Businesses
are
forced
to
adapt
and
establish
rela9onships
with
customers
on
online
social
networks
– Online
lead
genera9on
leveraging
customer
referrals
and
brand
advocacy
– Sales
promo9on
through
personalized
offers
and
discounts
that
are
trackable
– Rela9on
management
through
rewards
and
recogni9on
of
online
par9cipa9on

3. Customer
Engagement
on
the
Social
Web
Marke9ng
on
the
Web
Search
Publisher
Engine
Sites
Consumer
Content
Search/Browse
Relevance
Content
Adver&ser
What
I
want
Intent
[Last]
Click
Search
Engine
Database
of
Intent
Marke9ng
on
the
Social
Web
Community
(Network)
Affinity
Social
Network
Services
Conversa9on
Ac9vity
(lead)
Engagement
Relevance
Social
Adver&ser
Who
I
am
Encounter
Intent
Encounter
Encounter
Who
I
know
Social
Market-­‐
What
I’m
doing
Place
Engine
Consumer
Database
of
Response
What’s
my
opinion
Social
Intent
(offer)
What’s
happening
Where
I
am
Davai.com
Confiden9al
3

4. The
Networked
Consumer
• Networked
consumers
–
real-­‐world
conversa9ons
between
friends
online
– Similarity
between
people
sparks
connec9ons
resul9ng
in
conversa9ons
– Conversa9ons
between
people
breed
similarity
of
tastes,
opinions
and
behavior
– Shared
social
objects
-­‐
people,
places,
things
-­‐
are
communica9on
channels
for
the
spread
of
awareness
and
adop9on
• Network-­‐based
(word-­‐of-­‐mouth,
buzz,
influencer,
viral,
referral)
marke9ng
improves
on
tradi9onal
marke9ng
technologies
– Network
Neighbors
of
exis9ng
customers
are
significantly
(3-­‐5
9mes)
more
likely
to
respond
to
a
brand
message
or
product
offer
than
users
randomly
chosen
– Network
Structure
allows
ranking
of
the
network
neighbors
so
as
to
permit
the
iden9fica9on
of
a
small
subset
of
influen9al
individuals
– Network
Effects
can
significantly
(~20-­‐40%)
enhance
predic9ve
customer
models
over
the
ones
based
on
demographic,
geographic,
or
purchase
only

5. Audience
Iden9fica9on
and
Engagement
Engagement
apps:
sweepstakes,
contests,
Social
client:
streams,
filters
(keyword,
topic,
coupons,
group
buys,
surveys,
etc.
user),
alerts,
ac9ons,
recommenda9ons,
etc.
Social
Network
Networked
Customer
Social
Social
Campaigns
Conversa9ons
Social
Profiles
Ac9vity
Database
of
Social
Graph
Response
Social
Intent
Social
Ac9vi9es
S9mulate
user
Social
Objects
Target
customers,
ac9vity
that
prospects
and
iden9fies
interest
Social
Ac9vity
Stream
(Processing,
Analy9cs
&
Data)
influencers
with
and
advocacy
for
personalized
brand/product
messages
/
sales
offers
Workbench:
social
rela9onship
management,
customer
intelligence,
audience
segmenta9on

6. Virtuous
Cycle:
Facebook
More
fans
&
subscribers
FB
Fan
Page
Social
Presence
Tabs
App
Engagement
Apps
Engaged
More
likes
&
content
Community
Higher
conversion
FB
Profile
News
Page
Feed
Beger
Targeted
Ads
Ads
Social
Ad
Social
Shopping
More
fans
&
subscribers

7. Audience
Iden9fica9on
and
Engagement
Engine
Recommenda9ons
Interac9ve
Content
Real-­‐9me
Analy9cs
Engagement
Profile
Dashboard
Wrap
your
content
with
social
• Repor9ng
• Conversa9ons
• Campaigns
Targeted
by
• Agributes
Understand
the
impact
of
social
• KPIs
• Behavior
gestures
that
foster
customer
• Adjustments
• Games
• Interac9ve
Ads
• Loca9on
media
on
customers,
compe9tors,
engagement
and
word-­‐of-­‐mouth
• Transac9on
brand
to
op9mize
your
marke9ng
(WOM)
to
boost
sales.
programs.
User
self-­‐ WOM
&
o Engagement
Apps
–
engage
iden9fied
Referrals
o Gain
insight
by
tracking
and
himself
your
fans,
followers,
monitoring
your
social
subscribers
in
conversa9ons
campaigns
Mining
Community
Recogni9on
• Reach,
Content,
Leads
• Contest,
Event,
Poll,
Vote,
• Segments
Ac9vity
&
Connec9vity
Engagement
&
• Reputa9on
Consumer
Influence
• Rewards
VIP
• Interests
• Influence
Network
formed
• Offers
o Understand
the
demographics,
through
direct
• Cashback
• Behavior
o Social
Games
–
to
generate
• Loca9on
interac9on
• Personaliza9on
geographic
and
online
behavior
qualified
leads
&
permissions
of
your
networked
customers
• Choose
style,
Scratch
&
Refine
Algorithm
Ac9vity
&
Connec9vity
Social
Type
determines
• Age,
Gender,
Loca9on,
Win
Ac9vi9es
Engine
recogni9on
o Social
Shopping
–
drive
o Iden9fy
affinity
and
influence
User
Model
Analy9cs
Actor
commerce
transac9ons
with
• Demographics
• Ac9vity
level
• Affinity
for
each
of
your
customers
• Connec9vity
exclusives
&
deals
• Geographic
• Contribu9on
• Advocacy
• Influencers,
Advocates
• Network
Changes
Iden9fies
• Influence
• Group
deal,
Giiing,
• Behavior
• Sen9ments
• Opinions
individual
• Value
• Reciprocity
Exclusive,

8. Mining
Associa9ons
from
Social
Media
User
iden9fy
themselves
through
ac9ons
(par9cipa9on
in
campaigns)
Social
Web
Actors
(users)
Ac9on
(verb)
Social
Objects
(people,
places,
things)
9me
Business
classify
ac9ons
and
social
objects
(through
campaigns)

9. Audience
Iden9fica9on
Approach
• Iden9fy
brand
actors
by
running
viral
apps
that
engage
users
in
structured
ac9vi9es
on
social
media.
• Ac9vi9es
are
designed
in
a
way
that
whoever
engages
in
them
self-­‐iden9fy
himself
as
brand
actor.
Engagement
App
Social
Networked
Actor
/
Social
Object
Iden9fy
Graph
Brand
Actors
Associa9on
Graph
Ac9vity
Stream
Mining
Scored
(centrality)
Graph
Transforma9on
Clustered
(similarity)
Graph
Scoring
Clustering
• Brand
Advocates
Find
network
neighbors
with
similar
brand
affinity
• Influencers
• Customers

10. Analy9c
Flow
Hadoop
Map/Reduced
Sequen9al
Sequen9al
App
ProfileUploader
Files
UserExtractor
Files
IndexBuild
Solr/Lucene
SNAServer
Client
Messages
Upload
Profiles
Extract
Users
Build
Serve
Index
Topic
Modeling
Flow
DocSourceWriter
DocIndexWriter
DocVectorWriter
LDAAnalyze
ReadParts
index
generate
vector
lda
Topic
upload
Users
write
doc
users
Users
Index
PageRankMain
User
Ranking
Flow
UploadUserScores
Generate
graph
score
scores
upload
Users
Users
Classifica9on
Flow
Demogra Geograph
Users
Users
Users
Users
Users
Language
Users
phics
ics

11. Workbench

12. Workflow

13. Example
Campaign:
Pac6thBW
Measure/Metric
Value
Interests:
Names:
Loca9on:
Dura9on
(weeks)
2
Sponsors
3
Par9cipants
155
Ac9vi9es
(sponsors)
63
Language:
Topics:
Ac9vi9es
(pac6thbw)
429
Visitors
(landing
page)
2,021
L1
Reach
(sponsors)
2,695
L1
Reach
(pac6thbw)
145,350
Declared
Network:
Ac9ve
Network:
Topic:
wine
7785
Topic:
shopping
2065
Loca9on:
seagle
5137
Social
Accelerator
Ac9vi9es
Ra9o
6.8
L1
Reach
Ra9o
54