This document summarizes a webinar about utilizing the social interest graph to maximize marketing performance. It introduces the speakers and provides an agenda that includes discussing why a "social first" approach is important, what the social interest graph is and how to use graph information to improve campaigns. It then presents a case study of how Trollbeads used interest graph segmentation, personas and content targeting to gain 140,000 new fans and increase engagement rates.

1. !Welcome to the Webinar
How to utilize the social interest graph to maximize your
performance?
!
We start at 10 am (CET). Until then, enjoy the music and introduce yourself in the chat.
Nikolaj Boserup
Consultant
BABY
Vera Verkooijen
Partner Coordinator
Komfo
Maria Balle
Digital marketing manager
Trollbeads
Laura Forné Elkow
Customer Relations Manager
Komfo
The hashtag for the webinar is #komfowebinar.
Today’s speakers and Komfo representatives:

2. #komfowebinar!

3. ABOUT KOMFO
We are all about Social Media Marketing at scale.
• Headquartered in Copenhagen, Denmark, but present globally.
• Owned by the four founders and the global software company Sitecore.
• Powerful team of 60+ social media marketing specialists ready to guide you to success.
• 100+ strong partnerships with leading social networks, agencies and software
providers.
• 400+ enterprise clients and market leader in the Nordics.

5. How to utilize the social
interest graph
to maximize your performance

6. My name is Nikolaj!
I live and work in Copenhagen…
I know all of these people…
I like to travel -and tell about it…
I’m interested in social media among other stuff…
I like fiction and action movies…
I follow succesful local agencies… And listens to Danish music…

7. My name is Maria!
I live and work in Copenhagen…
I know all of these people…
I like going out…
I’m interested in social media among other stuff…
I might watch to many series…
I follow successful local agencies… Just play me something…

8. AGENDA
• BABY social first
• Why think "Social First”
• What is the social interest graph and why is it important?
• How you can utilize the graph information to improve campaign performance
• Best practice: Trollbeads case example
• Trollbeads key results

10. Our mission: We turn audiences into
ambassadors and make our clients the most
talked about in their category.

11. Strong stories spreads
and connects.
!
(and gives the
audience a story to
share.)
Think like a big
brand
Act like a small
one

12. Why think "Social First"

13. CONTENT &
MEDIA SURPLUS

14. ATTENTION
DEFFICIT

15. TUNNEL VISION

16. UNPREDICTABLE
BEHAVIOR

17. EVERYONE IS
INFLUENTIAL

18. THE SOLUTION
Audience Brand

19. NARRATIVE DEVELOPMENT
Key inputs
Brand perceptions Historical content performance Search behavior
Brand positioning Customer segmentation data Social Graph
Analysis & brainstorm
Social Narrative
A story that breaks through the clutter, is relevant
to a specific audience and delivers brand value.

20. What is the social interest graph
and why is it important?

21. Traditionally marketeers has been driven by
demographic segmentation

22. EMNE / OMRÅDE
Female
Age 28 / 30
Live in Copenhagen
Work in advertising
In a relationship
$ Medium

23. EMNE / OMRÅDE
Male
Age 21
Lives in Århus
Works with music
Single
Male
Age 40
Lives in Copenhagen
Works in IT
Married
$ Low High $

24. Male
Born 1948
Grew up in England
Real estate owner
Works with music
Married for the second
time with two children
$ Successful in business
Very wealthy

25. So how does the graph help?

26. WHAT IS THE SOCIAL INTEREST GRAPH?
Term first used in 2007 by Facebook CEO Mark Zuckerberg
The digital map of your personal identity
Social graph connections
are based on shared
personal connections (i.e.
friendships).
Interest Graph connections
are based on shared
interest, regardless of
personal connections.
Who you know What you like

27. EMNE / OMRÅDE My social graph

28. WHERE DOES THE DATE COME FROM?
The obvious
My behavior Facebook connect
Applications Spotify
Social plugins

29. WHAT COULD THE DATA LOOK LIKE?
Yoga Running Fitness Spinning
Vietnamese Italian
cuisine
Organic
food Home Ballet Restaurents
appliances Enviroment Charity Sustainability Theatre
Facebook users Audience affinity

30. PASSIONS POINTS
Health Foodie Eco Going out
Yoga Running Fitness Spinning
Vietnamese Italian
cuisine
Organic
food Home Ballet Restaurents
appliances Enviroment Charity Sustainability Theatre
Facebook users Audience affinity

31. How you can utilize the graph information
to improve campaign performance?

32. Any individual or group that may be interested in your organization’s news and
events is eligible for inclusion in your social graph.

33. INTEREST SEGMENTATION WITH RE-MARKETING
FOCUS ON SALES INCREASES
First point of contact via interests
(inclusion in social graph)
Exposure of people within the social interest graph
Exposure of people within the social interest graph with
product related massage
BRANDING CONTENT
IN-MARKET CONTENT
PRODUCT OR
E-COMMERCE

34. MEDIA PERFORMANCE & ANALYSE
— KEND DIN MÅLGRUPPE
IMPRESSIONS SEGMENTING
MUSIC
FASHION
SPORT FACEBOOK TARGET GROUP
GASTRONOMI
ART & DESIGN
TARGETING
(INCLUDING / EXCLUDING)
LOOK-A-LIKE
AUDIENCE

35. Hygiene
Search Engine Optimized:
Title: “Volvo Trucks - Increased safety on slippery roads with
Volvo Trucks' Stretch Brake ”
130.000+ views
Product
Hero
Insight- & product- driven viral video:
Truckers like 90s action movies
Precision steering (Volvo Dynamic Steering) allows the stunt
70+ million views
Branding

36. Best practice: Trollbeads case example

37. MOTIVATION
Based on online testing and supported by the
Trollbeads brand book, we have identified the social
media personas for our fans and potential fans in
Each segment has been split into two personas, to
include both the younger and the older members
of these segments and thereby ensure relevant

38. Trollbeads Case example
BRANDING
CONTENT
IN-MARKET
CONTENT
PRODUCT OR
E-COMMERCE
BRANDING CONTENT
IN-MARKET
CONTENT
PRODUCT OR
E-COMMERCE

39. Step 1
Step 2
Step 3
BRANDING CONTENT
IN-MARKET CONTENT
PRODUCT OR
E-COMMERCE
FOCUS ON SALES INCREASES
Trollbeads Case example
Target group* Reach Engaged users
*We used look-a-like audiences to maximize the target group

41. A TOOL WITH MULTIPLE FUNCTIONS
Trollbeads !
voice
Target group
personas
Editorial !
framework
Etc.
Quirky
Artistic
Passionate
Friendly
Positive
Pioneering
Involving

42. TARGET GROUP PASSIONS
STYLE ACTIVITY
CULTURE HOME
Quirky
Artistic
Passionate
Friendly
Positive
Pioneering
Involving
VOICE

43. Key results

44. OUTPUT
3
Introduction
RESULTS

45. 140.000 328.000 4.500.000
New fans Engaged
users Reach
Trollbeads Case example - Results
RESULTS

46. Graph
audiences
Interest
audiences
Cost per
page like
Graph
audiences
Interest
audiences
Cost per
Engagement
Graph
audiences
Interest
audiences
Cost per
Impression
Graph
audiences
Interest
audiences
Engagement
rate
100
57
100 100
100
720
62
105
Trollbeads Case example - Results
RESULTS

47. KONTAKT
Nikolaj Boserup
Consultant
!
nb@babycph.com
+45 2926 4447