predictive targeting: how major social networks are customizing the search experience

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Predictive Targeting: How Major Social Networks are Customizing the Search Experience Ansley Sudderth Social Media Training & Communications Coordinator

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Online users are finding more content is being served up that is relevant to their preferences, tastes and interests. These search behaviors and patterns aren’t being uncovered by big players like Instagram, Pinterest, Facebook and Twitter out of sheer luck. Predictive Targeting is a trend that these social channels are quickly adopting and implementing to provide a more customized experience for the end user. Join Ansley Sudderth, Social Media Training and Communications Coordinator with ForRent.com® and Homes.com®, for this month’s #RESocialChat, focusing on using Predictive Targeting to discover and reveal the search behaviors and online preferences of your consumer base. Walk away with a heightened sense of: -Who your target audience is. -Best ways to tap into the social space to start a dialogue and establish a connection. -Much more!

TRANSCRIPT

Page 1: Predictive Targeting: How Major Social Networks are Customizing the Search Experience

Predictive Targeting: How Major Social Networks are Customizing the Search

Experience Ansley Sudderth

Social Media Training & Communications

Coordinator

Page 2: Predictive Targeting: How Major Social Networks are Customizing the Search Experience

Join the conversation!

Use #RESocialChat

for the chance to win $20!

Page 3: Predictive Targeting: How Major Social Networks are Customizing the Search Experience

• What is Predictive Targeting?

• Why People Are Searching

• Behaviors that Fuel Search

• ZMOT

• How Brands Are Making Contact and Leaving an Impact

• Real World Examples

• Valuable Links

• Q&A

Agenda

Page 4: Predictive Targeting: How Major Social Networks are Customizing the Search Experience

What is Predictive Targeting?

Page 5: Predictive Targeting: How Major Social Networks are Customizing the Search Experience

Predictive Behavioral Targeting

Page 6: Predictive Targeting: How Major Social Networks are Customizing the Search Experience

Predictive Behavioral Targeting

Page 7: Predictive Targeting: How Major Social Networks are Customizing the Search Experience

Why People are Searching

Page 8: Predictive Targeting: How Major Social Networks are Customizing the Search Experience

Consumers Search to…

• Conduct research/information gathering

• Reconnect with old acquaintances

• Reconnect with new/current acquaintances

• Finalize/solidify purchase decisions

• Gain knowledge/entertain

Page 9: Predictive Targeting: How Major Social Networks are Customizing the Search Experience

Online Behaviors

Page 10: Predictive Targeting: How Major Social Networks are Customizing the Search Experience

ZMOT- Zero Moment of Truth

Page 11: Predictive Targeting: How Major Social Networks are Customizing the Search Experience

ZMOT- Zero Moment of Truth

“Marketers who believe in the Zero Moment of Truth, who

optimize and build their marketing programs around the Zero Moment of Truth,

stand to have a competitive advantage in the

marketplace.“-Jim Lecinski, VP Google

Page 12: Predictive Targeting: How Major Social Networks are Customizing the Search Experience

ZMOT

Page 13: Predictive Targeting: How Major Social Networks are Customizing the Search Experience

ZMOT

Page 14: Predictive Targeting: How Major Social Networks are Customizing the Search Experience

Real Estate Predictions Using Google Trends

Page 15: Predictive Targeting: How Major Social Networks are Customizing the Search Experience

How Brands Are Making Contact and Leaving an Impact

Page 16: Predictive Targeting: How Major Social Networks are Customizing the Search Experience

Shaking Up Search on Facebook

Page 17: Predictive Targeting: How Major Social Networks are Customizing the Search Experience

Shaking Up Search on Facebook

Page 18: Predictive Targeting: How Major Social Networks are Customizing the Search Experience

Shaking Up Search on Pinterest

• Guided Search

• Related Pins

• Promoted Pins

Page 19: Predictive Targeting: How Major Social Networks are Customizing the Search Experience

Shaking Up Search on Pinterest: Guided Search

Page 20: Predictive Targeting: How Major Social Networks are Customizing the Search Experience

1. Download or Update Your Mobile App

2. Tap the magnifying glass search icon

3. Type in something you’re looking for in the search field at the top of the screen

4. Choose “pins” or “just my pins”

5. Suggestions to refine the search query will appear underneath the search field

6. Tap any of the guides to narrow down your search

Shaking Up Search on Pinterest: Guided Search

Page 21: Predictive Targeting: How Major Social Networks are Customizing the Search Experience

7. Select up to three guides

Shaking Up Search on Pinterest: Guided Search

Page 22: Predictive Targeting: How Major Social Networks are Customizing the Search Experience

8. Type in your own search terms if you’d like!

Shaking Up Search on Pinterest: Guided Search

Page 23: Predictive Targeting: How Major Social Networks are Customizing the Search Experience

Shaking Up Search on Pinterest: Related Pins

Page 24: Predictive Targeting: How Major Social Networks are Customizing the Search Experience

Shaking Up Search on Pinterest: Promoted Pins

Coming Soon!

Page 25: Predictive Targeting: How Major Social Networks are Customizing the Search Experience

Shaking Up Search on Twitter

Page 26: Predictive Targeting: How Major Social Networks are Customizing the Search Experience

Getting to Know Your Audience Online

Page 27: Predictive Targeting: How Major Social Networks are Customizing the Search Experience

Ultimate Staycation Guide

Activity suggestions for the ULTIMATE staycation!

Page 28: Predictive Targeting: How Major Social Networks are Customizing the Search Experience

#RESocialChat Valuable Links

Page 29: Predictive Targeting: How Major Social Networks are Customizing the Search Experience

Valuable Links• ZMOT: Zero Moment of Truth

• http://www.youtube.com/watch?v=mEl1fiqLCVM

• http://www.youtube.com/watch?v=g40rrWBx2ok#t=23

• Pinterest Guided Search:

• http://www.mediapost.com/publications/article/227796/pinterest-moves-guided-search-to-desktop-hires-fo.html?edition=73590

• Pinterest Related Pins:

• http://blog.tailwindapp.com/related-pins-pinterest-strategy/

• Pinterest Promoted Pins:

• http://blog.pinterest.com/post/85525195764/the-next-phase-of-promoted-pins

• Five Game Changing Social Updates!

• http://yoursolutions.forrent.com/social-media/5-5-five-game-changing-social-updates-pinterest-twitter

• Share the ULTIMATE Staycation Guide!

• http://blog-cdn.static-homes.com/wp-content/uploads/2013/06/UltimateSummerStaycationGuide.pdf

• http://www.thinkwithgoogle.com/infographics/staycations-summer-travel.html

Page 30: Predictive Targeting: How Major Social Networks are Customizing the Search Experience

Sourceshttp://www.scorchsoft.com/assets/components/phpthumbof/cache/zmot.ef4bdeb45d9e7256117efd07103d6e76165.jpg

http://www.elateral.com/tl_files/elateral/content/Blog%20Images/jim%20lecinski%20of%20google.png

https://encrypted-tbn2.gstatic.com/images?q=tbn:ANd9GcS-DyUntoJydZ4eGLZ-oL1Cv3GErjFVYXPIxvAJma50GkwSz3BRhg

http://blog.90octane.com/blog/wp-content/uploads/2011/09/zmot.jpghttp://2.bp.blogspot.com/-Ti3dVPVm9Og/UQr2rkdaclI/AAAAAAAABqw/tBBQc9qYLmM/s1600/Home-Research-to-Action-Lag.gif

http://sproutsocial.com/insights/wp-content/uploads/2014/04/Pinterest-Guided-Search-Article-Main-Image.png

http://pintalk.net/wp-content/uploads/Pinterest-Guided-Search-guides.jpghttp://pintalk.net/wp-content/uploads/Pinterest-Guided-Search-2014-05-01-09.35.15.pnghttp://pintalk.net/wp-content/uploads/Pinterest-Guided-Search-Categories.jpghttp://pintalk.net/wp-content/uploads/Pinterest-Guided-Search-2014-05-01-09.35.jpg

http://www.huffingtonpost.com/visualnewscom/how-companies-are-targeti_b_3708980.htmlhttp://rockresearch.com/wp-content/uploads/2014/04/Predictive_Modeling.jpghttp://media-cache-ec0.pinimg.com/736x/6f/06/03/6f060390e78302654b1d85f5287e0684.jpg