14.30-15.00 taylor schreiner data driven marketing - … · data-driven marketing taylor schreiner...
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Seniority
Function
Company
Occupation
Industry
GroupFederation
Group
Membership
Title
CompanySize
Of Course, Targeting Tells You a Lot
5
Connections
Geo
But There is More to What People Do
6
Use Desktop
Use Mobile
Read InMail
Visit a Company
pages
See a Status
Updates
Group activities
And Mindset is Key
71 – The Mindset Divide research study, TNS, September 2012
Spend Time
Personal Networks
Info on friends
Info on personal interests
Entertainment updates
Invest Time
Professional Networks
Career content
Updates on brands
Connect with colleagues
1
2
3
26% higher than personal
Top 3 types of content expected 1
Examples of Metrics
� Brand Surveys
� Online Conversions
� Increased Online Conversation
Goals vs. Metrics
Examples of Goals
� Create Awareness
� Drive Sales
� Turn buyers into advocates
Conversational Expectations among Affluents
Accumulating Wealth
� Value
RELEVANT CONTENT
� Expect banks and credit
cards to have a social
presence
Soon to Retire
� Value
TIMELY UPDATES
� Expect brokerages to
have a social presence
Retired
� Value
CUSTOMER SERVICE
Cogent Research, U.S. March 2013
Base: Mass Affluent social media users
Listen to What People Say When
16
Spiking Trend
Long-TermTrending Topic
Popula
rity
Time Period
Catching trending topics
Defining content strategy
Example of Trends on LinkedIn
17
22-Apr 29-Apr 6-May 13-May 20-May
Big Data
Tumblr
US Daily Share Volume of “Big Data” and “Tumblr” Related Articles*
* Topics extracted from analyzing article text. Dips in “Big Data” due to weekend drop in activity
Same Target, Different Conversations
18
* LinkedIn internal data for August 2013. Topics extracted from analyzing article text using NLP Latent-Dirichlet classification.
-80%
-60%
-40%
-20%
0%
20%
40%
60%
80%
100%
APAC article topic occurrence vs. EMEA in August