1. Social Media ROI, September 2012
Big Data & Social Graph: illy Case Study
Tom Beck, President
@laughingrobots
@EnlightenAgency @33Across
2. Brave New World: Data
91% of advertisers & agencies are
concerned about driving ROI from big data
80% say Facebook is
less important than rest-of-web
4. illy: Insights
Where do we go from here?
Competition Brand Media
The rise of An accessible Lower-funnel
micro-roasters daily pleasure maximized
@EnlightenAgency @33Across
5. illy: What We Did
Identify new qualified prospects to expand upper funnel
and accelerate movement
@EnlightenAgency @33Across
6. illy: Campaign Ecosystem
33Across Facebook Eater.com
Brand GraphTM targeting helped
improve bottom line campaign ROI.
Sponsored Stories
RSS Twitter Feed New Brand Advertising
& Expandable Video Partnership
@EnlightenAgency @33Across
7. illy: Insights
Data is the glue of the advertising ecosystem.
It’s easier to access than you think.
Better living through learning…and data.
@EnlightenAgency @33Across
8. Social Media ROI, September 2012
Thank You
Tom Beck, President
tbeck@enlighten.com
@laughingrobots
@EnlightenAgency @33Across
Notes de l'éditeur
EricThere’s an overwhelming amount of data that continues to grow at an exponential rate. For example, there was more data created in the last 3 years than in the preceding 100 years. Part of this incredible increase is the amount of unique and measurable devices every person has. It’s also do to the ability to store data on everything (emails, texts, calls, maps, images, addresses, traffic patterns, etc.) This data often is misused or goes unused because marketers are unsure of which data is most valuable and how to leverage it once they have the information.
Eric and TomThe next wave of innovation is around understanding and creating value from the Big Data and Social Graph that surrounds your brand, leveraging how individuals and the networks around them react to everything else.Brand Graph story told through the eyes of illy
Competitive LandscapeRe-positioning brand to make it more accessibleFully optimized Vision: Broadening consumer perception illy is an accessible daily pleasure that satisfies their consumers’ coffee passion (vs. niche, elite or special occasion brand)Highly sensorial experiences, emotional and relatable to the consumer by connecting to them through their passionsMoments of pleasure and indulgence that enhance consumers’ livesConsumers deserve to drink illy regularlyValue of brand experience is far greater than priceHow these insights feed into the competitive landscape – people who appreciate great coffeeBrand in a tricky place between “mass luxury” brands like Starbucks and the upsurge in micro-roasters like Intelligentsia, Stumptown, Ritual, Parallel 49 etc.Distribution in the US has been driven by direct channel sales (online and catalogue) and intermediary channel sales (hotels. Restaurants, cafes and specialty retail).Concentration of brand is in urban markets are primarily among affluent “coffee connossuiers” Brand growth in the US has been challenging and core target seems to be getting saturated. For example. While brand awareness in the New York market continues to climb. Sales have remained flat suggesting some level of saturtion.Key challenge – How can we broaden the consumer base (attitudinally and geopraphically) without losing site of the fact that we’re still primarily an ROI-driven, direct commerce business in the US?
1.) Have Eric quickly set up the brand graph and how it works. 2.) Tom to talk about elements of the predicted pool of loyalists and why this approach met one of our primary objectives to fish in new oceans. Used a base of about 85k brand loyalists to define and identify a predicted pool of about 2.6 MM potential brand loyalists. 3.) Campaign delivered strong results – high interaction rates with video ads and the program on 33Across delivered about 85% of the total tracked revenue delivered by the campaign. 4.) As importantly, the program delivered solid insights into where to focus and optimize future campaigns (more share-able content, more video and more Twitter). This, in addition, to putting some analytical rigor behind the definition of the size and characteristics and the opportunity area.
- Created a big campaign about thisExpanded targeting improved bottom line campaign ROI.Layer smartrintellgiden on upper and middle funnel; helped us improve direct response metricsUpper funnel helped improve lower funnel metrics
Eric – Perspective on big data and the ease and accessibility in which brand advertisers can tap into it. Eric can set up Data is glue and easier to access. Using the dataTom – Perspective on client frame of mind and level of organizational sophistication.,,,Data-driven vs. data-curious vs. data-confused (dazed and confused) or data-paralyzed or data-terrified. It is clear that data and targeting (more so than creative optimization) is what will make your online advertising plan hum, sing and skip. As a brand advertiser, you don’t have to have super bowl ad budgets or even super bowl ad stupidity. You also don’t need to be the most data-intensive or data-sophisticated organization to begin tapping into the power and insight of “big data” tools like 33Across.
