Social AttributionThe m iss ing l i nk f o r mob i l e

Social & MobileIncredible Growth

Source: Comscore, Twitter

Social & MobileMeasuring Social Engagement

Access to 25 Billion social connections• 100 billion Bit.ly Links since Jan.

2011• 500 million Tweets per day

USER GENERATED ENTROPY

TRAVEL AUTO NEWS TECH LOCAL BUSINESS ENTERTAINMENT SHOPPING

SOCIAL NETWORKS AND AUDIENCESConsolidated social media channels

Social & MobileThe distributed User Profile

Search terms relevantto your brand

Apps & Sites relevantto your brand

People relevantto your brand

Social Intent GraphThe Elusive Audience

Search terms relevantto your brand

Apps & Sites relevantto your brand

People relevantto your brand

Social Intent GraphThe Elusive Audience Users v. Channels

Social Intent GraphConversation Cloud

Signal to Noise ratio

Amplification

Intent

Deal SeekerEco-friendly Shopper

Mayor of 40+ shops downtown on 4sq. Deals and discounts everywhere!1hr ago via Slices

Tap

Personalized Creative Based On Intent

Intent Personalized messaging

I wish more retailers and shops had eco friendly clothing : /1hr ago via Echofon

Biking with @Sheri219 to the mall, for exercise and to shop a lil’ bit!2hrs ago via Tweetcaster

Social + Rich MediaTargeted Messaging

Social AttributionThe 4 W’s of Social

Where the user was

When did they engageWhy they engaged

Who engaged

Location

Daypart

Intent

Audience

Social AttributionMeasuring Interactions

Interactions AttributionScheduling a calendar

Mapping to a storeClick to callVideo views

Follow on Tweet / Facebook

TopicsConversations

Tags

Social AttributionMeasuring ROI

Interactions $Scheduling a calendar

Mapping to a storeClick to callVideo views

Follow on Tweet / Facebook

$1.50$0.85$0.45$0.35$0.95

MetricCost per User Engagement

Social AttributionMeasuring Social Engagement

ENDEMIC CHANNELS AND BEHAVIOR

I wish more retailers and shops had eco friendly

clothing : /1hr ago via Echofon

I just checked in at Clarkdale Mall (103 Parkdale Ave. NY)

2hrs ago via Foursquare

http://bit.ly/11Jods1

In serious need of some discount shopping!

1hr ago via Echofon

http://bit.ly/51Joxff

I just checked in at Winners (25 Rosvalley S. NY)

2hrs ago via Foursquare

www.peta.com www.groupon.com

Social AttributionThe m iss ing l i nk f o r mob i l e

Q & A

Dilshan Kathriarachchi@shanwhiz

Addictive Mobility . @addictivelabs