social attribution the missing link for mobile. social & mobile incredible growth
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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