WOM Wednesday - December 3: Finding Passion Points & Creating a Sustainable Social Interaction Model
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Agenda
• Key trends and challenges
• What is Social Analysis – Social Graph
• Using Affinities to find your influencers
• Starting the Conversation
• Case studies – the WidgAD
• Best Practices
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Key Trends Affecting Brand Marketing
On the way up…
• Social Networks
• Viral/Word of Mouth Marketing
• Friends/Influencers/Trend Spreaders
• Building Community
• Widgets/Widgads (replacing banner ads for Web 2.0)
On the way down…
• Banner Ads
• Mass Email Campaigns
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Today’s Challenge
As a Brand or Agency, how do I leverage new social media technology to
identify, connect with, and engage my target audience so as to dramatically expand
awareness of—and build community around—my brand
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Understanding your customer
• Who in my consumer database is a possible influencer?
• What social networks are my customers on?
• Where do they group around what topics?
• How do I connected with them?
Target Community Based on Mapped Profiles
Identified Consumers from Mapped Emails or social profiles
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Social AnalysisNumber of Friends, 21,976
Number of Artists, 1,649
Large numberof influencers
Vast number of friends to proliferate the Brand’s message
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Identifying Segmented Affinities “Social Graph”
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Consumer Matched to Affinities
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Identifying Key Influencers
A Social CommunityAround One Affinity
CommunityMembers
Trend Spreaders –The most connected within this community
Your Addressable Audience
17K are connected to 1.3 Mill
Top Rank – People that have the most friends linked back to the 17K produce the best WOM reach.
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Engaging Target Consumers
• Used to ENGAGE your target audience
• Interactive widget functionality coupled with nano-targeted ad placement
• Integrated with YOUR Social Graph data – Highly targeted
• Patented viral functionality− Built-in Registration
− Contest facilitation
− Branded content syndication
− Personalization
Data-Driven Viral WidgAd Platform
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Viral WidgAd-Sharing Process
Branded WidgetPlaced on Influencer
Sites
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Fans copy/paste widgets
onto their profiles3
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Make Every Click CountIn-context messaging drives call to action!
Landing page links from specific content item
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Tracking Who Got the WidgAD
ParentID/Profile
5 total referrals 3 Deep
• Who shared with whom
• Number of referrals
• Media Downloads
• Streams
Child 1 degree
Child 2 degree
Child 2 degree
Child 3 degree
Child 3 degree
Assure you reached your composition
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“Network-within-a-Network”
FacebookMySpaceOther
Social Networks
Jim Sarah
Jill
Ed
Bill
Sally
Sue
Jim
EdEdEdEd
Bill
Social profiles that have widgets integrated with UNBOUND’s Social Graph APIUNBOUND’s Widget-based “Network-within-a-Network”
Friends
Friend analysis fed back to the UNBOUND Social Graph
Micro-Social Graphs Provide Intelligent Nano-Targeting for Ad Networks
Sanjay Ping
Trend Spreaders (Influencers)
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How It All Works
• Identify exact target audience based on Advertiser criteria− Matched to specific demographics, psychographics, affinities,
locations
• Determine target audience’s affinities – What are they into?− Music groups, sports, movies, books, TV, brands, etc.
• Identify Key Influencers within this community
• Incentivize Influencers to expose brand to their fan bases
• Wrap Brand messaging into interactive, shareable Widgets− Incentives matched to consumer affinities
• Viral Seeding / Word of Mouth− Influencers tell fans, fans tell friends, who tell their friends− Widgets distributed virally
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Achieving Viral Ignition
Target Influencers
EstablishCredibility
DeliverRelevant
Messages
ActivateConsumers
Spreadthe Word
Consumer Knowledge(Affinities + Influencers)
Consumer Engagement
ViralIgnition=+
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Case Study: Saavn.com BollyPOPtv
Saavn• The worlds largest producer/
distributor of Bollywood content • The “Hollywood of India”
Benefits• Exact targeting to East Indian
and Asian dance enthusiasts who are into Bollywood content
• Over 10,000+ social connections to Influencers in just over a month
• 1.5 Million WidgAD views• 400+ videos produced by
influencers• Sponsored by Verizon
www.bollypoptv.com
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Case Study: VIBE Verses
VIBE Verses Rap Battle Talent Contest
Benefits:
• # of video streams increased by >100x (from 10K/mo to 1.2M/mo)
• 800% Return on Investment
• 60K new members
• 375K unique visitors
• 1.9M widget views
• 775K media views
• 5M monetized ad impressions
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Key Solution Steps
• Know your target consumers− Demographics, geolocation, affinities− Who/What they’re connected to− Who influences them
• Use this knowledge to engage them
• Incentivize the influencers
• Empower your audience to participate in a brand conversation
