mapping your social dna — socialbakers engage 2013, london

MAPPING YOUR SOCIAL DNA

Paul Papadimitriou — Engage 2013 — London

COMPANIES ARE SOCIAL ANIMALS

HARDWIRED TO ENGAGE

SHOUT AND HOPE

SPRAY AND PRAY

VANITY METRICS

INTROSPECTION

WHO IS YOUR COMPANY?

INFORMATION ARCHITECTURE

SERIES OF TUBES

HOW YOU’RE ORGANIZED

WHAT YOU’RE SELLING

WHO YOU ARE

MOBILE

SHIFT

1960 1970 1980 1990 2000 2015

10000

10001001051

THE ESSENCE

INTERNAL DNA DISCOVERY

SOCIAL KILLED WEBSITES?

SOCIAL KILLED INFORMATION

ARCHITECTURE?

NO

67%search before engaging

THE WEB STILL ACTS AS SOCIAL TRIAGE

INDUCED INFORMATION ARCHITECTURE

SOCIAL PERSONALITY

DISCOVERY

ARCHETYPES

EXPLORER

SAGE

HUMORIST

CREATOR

CREATOR

HUMORIST

SAGE

EXPLORER

SOCIAL SUCCESS

SOCIAL INFORMATION ARCHITECTURE

SOCIAL DATING

JACK DANIEL’S SOCIAL DATING

MAVERICKS & EXPLORERS

ATTRIBUTES MATCHINGNon-paid impressions: +449%

Likes: +1493%Shares: +27371%

KLM SOCIAL MATCHING

CUSTOMER BEHAVIOR

From point A to point BWith my luggageAt a low price

INTROSPECTIONSales = service

15 minutes response time9 hours case solving time

BEHAVIOR MATCHING

KLM Trip PlannerSocial contest + discount

MIGROS SOCIAL COURTING

POST ENGAGEMENTWisdom of the customer

LIFECYCLESMATCHING

Customer focusLoyalty

Sales strategyStories

SOCIAL INFORMATION ARCHITECTURE

CONTENT IS KING

CONTENT WAS ALWAYS KING

CONTENT IS HAPTIC

CONTENT IS HAPTIC

+1000%engagement

CONTENT HAS LIFECYCLES, POSSESSES

BEHAVIORS AND ATTRIBUTES

EMPOWERED CUSTOMER

80%want same day answer

80%hold you accountable

CUSTOMERS HAVE LIFECYCLES, DISPLAY

BEHAVIORS AND ATTRIBUTES

LIFECYCLES, BEHAVIORS AND ATTRIBUTES

SOCIAL DNA DISCOVERY

LIFECYCLES

CONTENT STRATEGY

DNA ANALYSIS

BEHAVIOR ANALYSIS

ENGAGEMENTATTRIBUTES

RE-TARGETING

INTROSPECTION

SOCIAL IA =KNOW YOURSELF+ KNOW YOUR

CUSTOMER

@PAPADIMITRIOU