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The Rise of Graph Marketing.

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The Parallel

YOUR CUSTOMERS

Fig. 1.

CUSTOMERS NETWORK

Fig. 2.

YOUR BUSINESS

Fig. 3.

YOUR PRODUCT/SERVICE

Fig. 4.

CUSTOMERS are a hive of influence.

http://www.beeha.usSource: Don Peppers

reviews

expert

brandengage

postpurchaseresearch

validation

sentiment

interrupt

re-consider

brandexperiment

brandstrength

intro

discovery

sentiment

advocate

commit

influence loop

Awareness

Consideration

EvaluationPurchase

Self-Expression

Closure

Experience

Advocate

1.formulation

interrupt

2.pre-

commerceword ofmouth

3.commerce

4.post-

commerce

Loyalty

THEIR INFLUENCE plays a crucial role with customers.

http://www.beeha.usSource: McKinsey & Altimeter Group

SocialGraphs

Story Graphs

Search Graphs

influence loop

reviews

expert

brandengage

postpurchaseresearch

validation

sentiment

interrupt

re-consider

brandexperiment

brand

intro

discovery

sentiment

advocate

commit

Awareness

Consideration

EvaluationPurchase

Self-Expression

Closure

Experience

Advocate

interrupt

word ofmouth

Loyalty

Customer Decision Journey

3.commerce

4.post-

commerce

1.formulation

2.pre-

commerce

Foursquare Users Perform: 2,083 Check-ins

YouTube Users Upload:48 Hours of New Video

SocialGraphs

Story Graphs

Search Graphs Facebook

Users Share: 684,478 Pieces of Content

Brands on Facebook Receive: 34,722 Likes

Twitter UsersSend Over: 100,000 Tweets

Google Receives Over: 2,000,000 Search Queries

The Mobile Web Receives: 217 New Users

Websites: 571 New Ones Are Created

Instagram Users Share: 3,600 New Photos

Tumblr UsersPublish: 27,778 New Posts

GRAPH DATA generated every 60 seconds.

Wordpress Users Publish: 347 New Blog Posts

http://www.beeha.usSource: Domo

g r a p h c l a s s i f i c a t i o n e x p l o d e / /

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Knowledge Graph Social Graph Interest Graph Professional Graph

g r a p h m a r k e t i n g ?

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Short History of Marketing & Advertising.

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Early Approaches19th & 20th Century

Marketing ParadigmsModern Approaches20th & 21st Century

Internet Marketing

Production

Product

Selling

Marketing

Relationship

B2B

Societal

Branding

One to O

ne

Search

Email

Social

Mobile

WO

M

GR

APH?

Contemporary Approaches21st Centruy & Beyond

Display

Direct

Source: Wikipedia

GRAPH MARKETING

Graph Marketing is a strategy that places human experiences at the center of marketing by leveraging customer communities, conversations, and identity.

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beehaus © 2013 | 10

Source: Eric Fisher

COMMUNITY one’s social & professional graph.+

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beehaus © 2013 | 11 11

Source: Eric Fisher

IDENTITY one’s interest graph.

be contextrelevant

highlightinformation

enableparticipation

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beehaus © 2013 | 12 12

Source: Eric Fisher

CONVERSATIONS thoughts, ideas, information & stories.

listening speaking

Conversations are how people express their identities to communities and how they receive feedback from them. Build marketingexperiences that give people the power to connect and share.

• Surface User Activity• Provide Notification

• Focus Conversation• Encourage Feedback• Encourage Sharing

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beehaus © 2013 | 13 13

Source: Eric Fisher

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Is this important ?

beehaus © 2013 | 14 14

Stabilize Environment Stabilize Ourselves

innovation

governance privacy

participation

Source: Eric Fisher

15

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PRIVACY

16

GOVERNANCE

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Communicat ion

MONITORING disclosureBusiness Practices

EthicsTransparency

LEGAL Regulatory

PARTICIPATION

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18

http://www.beeha.us

INNOVATIONIN

FRAS

TRUC

TURE

SERVICESNe t works

social graphs interest graphs Knoweldge graphs professional graphsFacebook Twitter Instagram Pinterest Vine Tumblr Google Microsoft LinkedIn

Grap

h Da

taba

se

Big

Data

CRM

Neo

4J

Ha

doop

All

egro

Gra

ph

Flo

ckD

B

Gra

phD

B

Infi

nte

Gra

ph

MONITORING & ANALY TICSmonitoring VisualizationAnalysis

SDL Klout Kred PeerIndex Little BirdEgoNet Gephi Graph Stream NodeXL Mathmatica NetworkX

PublicationShoutlet Hootsuite Tweet DeckInfinigraph Gravity OpenGraph

SMMS content media Apps

AgenciesB

eehau

s Ma

ss Releva

nce

aggregationBrickflow Permamarks

curation Archiving

Pl atformsENTERPRISE Blogging CommunityYammer Wordpress Drupal Lithium

Source: Altimeter Group

GRAPH MARKETING

4 Recommendations for Today’s CMO

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reviews

expert

brandengage

postpurchaseresearch

validation

sentiment

interrupt

re-consider

brandexperiment

brandstrength

intro

discovery

sentiment

advocate

commit

influence loop

Awareness

Consideration

EvaluationPurchase

Self-Expression

Closure

Experience

Advocate

1.formulation

interrupt

2.pre-

commerceword ofmouth

3.commerce

4.post-

commerce

Loyalty

1. EMBRACE CHANGE.

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Conversations

Identity

Graph Marketing

Community

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2. CONSIDER GRAPHS.

3. DEVELOP NETWORKING SKILLS.

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4. EMPLOY DATA SCIENTISTS.

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1 010 10 1

0

24

http://bit.ly/graphflip http://bit.ly/graphplus

flipboard Google+

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http://www.beeha.us

jeremikarnell.email.jeremi@beeha.us

phone.617.510.3569

office.115 Sandra Muraida Way Suite 321 Austin, TX 78703

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@beehaus