Enclosed are three specific ideas on how marketers can leverage social media to extract new insight that drives more effective marketing. Enjoy!

1. GONE FISHING
How to weave a net with digital and social to gain competitive customer insight
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2. INTRODUCTIONS
2

3. 3

4. 4

5. 5

6. 6

8. Customer Engagement Framework
STORE MODELING CAMPAIGN DESIGN
DIRECT MAIL
TV
SYNDICATED
CALL CENTER
INTEGRATED
EMAIL PROFILES CONSUMER OPTIMIZED
INSIGHTS OFFERS
WEBSITES
BEHAVIORAL ANALYSIS TARGETING
SEARCH
SOCIAL MEDIA
8

9. AGENDA
• Framework
– Ice Breaker
• Digital
– Ice Breaker
• Social
– Ice Breaker
• Next Steps
9

10. Providing a big picture of how the pieces fit together
FRAMEWORK
10

11. 11
Source - http://www.youtube.com/user/Socialnomics09#p/u/19/NhPgUcjGQAw

12. 12

13. Not everyone
in marketing
needs to be a
technologist.

14. Just like not
everyone in
marketing is a
“creative.”

15. But technology
and data
must be one
of the pillars of
new marketing.

16. You’re already responsible for
the outcome of marketing technology.

17. Shouldn’t you
be the one
driving?

18. 18

19. 19

20. 20

21. Capturing Behavioral Interactions
Visibility into all the channels or interaction, covering where and when engagement occurs
3RD
SOCIAL MOBILE DIGITAL TRADITIONAL
PARTY
Append E-mail Append credit,
Addresses survey, and so
much more
WOM Syndication WAP SMS Display Email … Media Direct … Syndicated …
Once you have an understanding of who
your best customers are, you then need to
be able to identify the channels and
campaigns that are the most effective.
On the surface, this is intuitive, but in our
highly fragmented, socially connected digital
world it is difficult to realize.

22. Linkages
• Handle • IP
• Domain • Cookie
• Social-graph • MAC-Address
• Followers • UserID
• OpenID
• Email
• Number • Name
• DeviceID • Address
• Geo • Zip+4
• Phone
• DMA
• Store
• ConsumerView
22

23. Linkages
23

24. Marketing Sophistication Curve
Where we start depends on where you are today…
CROSS CHANNEL
MULTI CHANNEL OPTIMIZATION
MARKETING
CHANNEL recognizing channel triggered and drip
OPTIMIZATION preference campaigns
CHANNEL scoring, modeling, response revenue / outcome
EXECUTION and advanced attribution causation
segmentation
single channel, faster cycle enabled across personalized
fire and forget times multiple platforms interaction
file based list Persisting results voice of customer consolidated view
processing over time per channel of customer
24

25. ICE BREAKER
FRAMEWORK
25

26. Paul: Suddenly self-aware Shock Determined Embarrassed
50, US Change Confidence Unhealthy
Older male who has suddenly realised his
weight has become a problem, and is
determined to get back to his old, confident self.
Surprised Realisation
Where on Social Media can we find Paul?
Paul has started to view diet and weight loss forums (e.g.
Rational Emotional minimins.com) to try and find out the best way forward but
doesn’t contribute much. He has not dieted before and is
Paul’s Journey confused by conflicting advice on forums.
Paul has never dieted before and although always slightly heavier
maintained a healthy lifestyle. However, following his separation
from his wife 2 years ago, he started overeating and not exercising,
and is now taking stock of his weight gain.
Paul’s Mindset
Paul is embarrassed and surprised by how his situation has crept up on
him, and wants a quick solution to the problem. He is determined to get Paul is assessing his options, and is aware that alli exists,
back to his healthy, active lifestyle. however doesn’t know enough about it. He asks a few
questions to find out more but hears a lot of conflicting
advice and not sure what to think.
Paul’s Passion Points
Paul loves watching TV with a beer in the evening, going out for He is motivated to consider alli because he’s looking for a
dinner with his friends and walking his dog. Work is important to solution which will help solve his weight issue and get him
him, and he spends much of his day in front of a computer. back on the path to a healthy, active lifestyle.

27. 27

28. 28

29. Converting anonymous footprints into actionable insights
DIGITAL
29

30. 2.
1. Online Prospect
A. Scoring
Anonymous
Visitor Tracking Append
30

31. A
31

32. A
32

33. A.
33

34. A.
34

35. 1.
35

36. 1.
Universe of 50 million registered
users and growing every day
Experian is the 5th largest
display media advertisers.
36

37. 1.
37

38. 2.
38

39. 2.
39

40. 2.
Panel of 10MM households…
Use an internet
connection provided Whereby their entire browsing
a partner ISP and searching history is
exposed and connected to a
physical name and address
40

41. 2.
41

42. Build Scoring Framework 2. Append all
1. Query online ConsumerView
panel for members attributes to each
Sites Visited VS.com
showing high record in the “hot
interest in relevant zone.”
….. Fredericks areas.
2.
Sending
Soma HerRoom
Digital
Buying
VS.com
Search Terms Signals
….. 3. Evaluate which
Bras
attributes and
combination are
most predictive of
online interest
Panty Lingerie
Data points here are just for illustrative example. The exact terms would
be defined during Identify Online Behavior step. 42

43. Analyze Against Past Campaigns
2. Compare estimate response rates of
Online Panel versus prospecting model.
Does the Online outperform always? At
certain deciles of confidence?
2.
Mail ? % Response Rate
? % Response
1. Create test Rate
Prospect
segments based Depth
upon highest
attribute correlation
No-
Mail
Data points here are just for illustrative example. The exact terms would
be defined during Identify Online Behavior step. 43

44. ICE BREAKER
DIGITAL
44

45. • % Anonymous?
• Online scoring?
• Online segmentation?
• Joined a cookie pool?
• Digital prospecting?
• Re-targeting?
• Cross-channel re-marketing?
45

46. Isolating insightful truths amongst the buzz of social gossip
SOCIAL
46

48. SOCIAL CRM ::
(AS DEFINED BY A PRAGMATIC, NUMBERS DRIVEN MARKETER)
Leveraging the social channels, all of them, because they
are many, to gain actionable (trigger-able) insights that can
be used to drive messaging and contact strategy in other
channels.
48

49. 3 4.
5.
Reverse Append Connecting
Coding &
Counting
49

50. 3
50

51. 3
~7B
51

52. Sample Match Results
37% of the 7,000 cross-referenced emails match a Facebook
user account
70% of matching Facebook accounts were active within the
last 3 months
of the 2 ½ thousand matching users were Fans of
16 Facebook page
• Time of last Facebook activity for matched Facebook user accounts:
• Past week: 14% (368)
• Past month: 33% (863) 3
• Past 3 months: 70% (1,827)
• Past year: 100% (2,594)
52

53. 4.
53

54. 4.
54

55. Social ≠ First Click
4. Measure the social effect of an ad,
email or post, not just the first click
Techlightenment’s Social Attribution
platform helps you to understand
who engaged, converted and
interacted with your brand and the
value of those interactions across
generations of activity.

56. 4.
56

57. 57

58. 5.
58

59. 5.
59

60. Experian Social Monitoring Research Methodology 5.
STEP 1 STEP 4
Ranging STEP 2 STEP 3 Painting
the Finding Following the
Target the the Target
Scent Trail
Goal is to be simple and scalable. Heritage of consumer data, marketing analytics, and database
technology fuels unique approach to harnessing unstructured social data and applying it to
actionable audiences.
Importance of benchmarking. Meaning to most social media data is based upon relevant
landmarks. These can be generated by competitive comparison or historical trending
(accounting for aggregate growth of social).
60

61. STEP 1
Ranging
the
5.
Pen Portraits represent a jumping off point… Target
Income level: “Upper Middle / Lower
Upper”
Frequency: Transacts 3-5 month
Average Basket: ~$85
Basket Count: 16 items
Media Plan: “Sex in the City”
Loyalty Level: Platinum
Channel Coverage: 4 (Store, Social, Email,
Direct)
Mosaic Code: “A04 – Serious Money”
“Super Mom”
… for deeper insight discovery and recommendations for specific messaging
61

62. "cooking for allergies"
1 Diet 1. Children's health
5.
("kids" or "children") and "obesity"
("mother" or "mum") and "cleaning" 2 Health
STEP 1 ("mother" or "mum") and "housework"
("kids" or "children") and "housework"
("kids" or "children") and "chores"
3
Household
cleaning
2. Domestic issues
"DD" and ("parent" or "family") 4 Family group 3. General family issues
Ranging "DS" and ("parent" or "family")
"DH" and "family" and "kids"
"DC" and ("parent" or "family")
5
6
Health
Back to work
4. Mothers issues
the "mother" and "breast cancer" and "children"
"daughter" and "cervical cancer"
"Mum" and "anxiety"
"mum" and "stress"
7
8
Stay at home
Work
Target "mother" and "anxiety"
"mother" and "stress"
("mother" or "mum") and " back to work"
"Stay at home mum"
9
10
Bullying
Contraception
5. Universal parenting issues
"working mum"
(“mum” or “mother”) and (“home working” or “working from home”)
11 Discipline
"children" and "bullying" 12 Divorce
"son" and "bullying"
"daughter" and "bullying" 13 Family friendly
"daughter" and "the pill"
14 Fostering
("kid" or "children") and "discipline"
"Child" and "custody" and "Boyfriend" 15 Holidays
"Child" and "custody" and "girlfriend"
"divorce" and "children" and "custody" 16 School
"family" and "friendly" 17 Sex
"fostering" and ("children" or "kids")
("Kids" or "children") and "holidays" 18 Travel
"family" and "holidays"
19 Work
("kids" or "children") and "tuition fees"
"Finding" and "Primary School" 20 Budgeting
"Finding" and "Secondary School"
"daughter" and "boyfriend" and "sex" 21 Let off steam 6. Social release
"son" and "girlfriend" and "sex" 22 Socialising
"teenager" and "sleeping together"
"daughter" and "facts of life" 23 Always ultra 7. Target brands
"son" and "facts of life"
"children" and "games" and "car journeys" 24 Duracell
"children" and "entertain" and "car journeys"
"working mother" 25 Fairy
("mother" or "DH") and "let off steam"
("mum or "Mother" or "DH") and "scream"
26 Gillette
("mum" or "mother" or "DH") and "scream"
27 Lenor
("mum" or "mother" or "DH") and "rant"
("mum" or "mother" or "DH") and "moan" 28 Max factor
"meeting other parents"
"mother" and "Always Ultra" and "pads" 29 Olay
"mum" and "Always Ultra" and "pads"
"Managing" and "Family" and "Budgets" 30 Oral b
"living on a budget" and "children"
"Saving money" and "family" and "Kids" 31 Pampers
"mum" and "Duracell"
"mother" and "Duracell" 32 Pantene
"mum" and "Fairy Liquid"
"mum" and "Fairy washing powder"
33 Pringles
"mum" and "Fairy dishwasher tablets" 34 Feminine hygiene 8. Target categories
"mother" and "Fairy Liquid"
"mother" and "Fairy washing powder" 35 Hair care
"mother" and "Fairy dishwasher tablets" Household
“Super Mom”
"mother" and "Gillette" 36
cleaning
"mum" and "Gillette"
"mum" and "Lenor" 37 Laundry
"mother" and "Lenor"
38 Skin care
"mum" and "Max Factor"
"mother" and "Max factor"
Technology
"mum" and "Olay" 39 9. Mothers and technology
support
"mother" and "Olay"
"mother" and "Oral B" 40 Alcohol 10. Parenting teenagers
"mum" and "Oral B"
"mother" and "pampers" 41 Depression
"mother" and "Pantene"
42 Drugs
"mum" and "pantene"
"kids" and "pringles" 43 Exams
("mother" or "mum") and "sanitary towel"
("mother" or "mum") and "hair care" 44 Fostering
("mother" or "mum") and "stains" 45 Piercing
"family" and "stain removal"
Pen Portraits help focus qualitative "kids" and "stain removal"
"kids" and "washing powder"
"kids" and "fabric softner"
46
47
Sex
Sexualisation
("mother" or "mum") and "skin care" 48 Tattoos
research on 100’s of magazines,
social networks, television programs, … which results in the preselection of specific
etc. terms (86 in this case) and important categories
(11)
62

63. STEP 1 5.
"cooking for allergies"
("kids" or "children") and "obesity"
("mother" or "mum") and "cleaning"
("mother" or "mum") and "housework"
1
Ranging
Diet
1. Children's
health
("kids" or "children") and "housework"
("kids" or "children") and "chores"
"DD" and ("parent" or "family")
"DS" and ("parent" or "family")
2
3
the
Health
Househo
ld 2. Domestic issues
"DH" and "family" and "kids"
"DC" and ("parent" or "family")
"mother" and "breast cancer" and "children"
"daughter" and "cervical cancer"
4
Target
cleaning
Family
group
3. General family
issues
"Mum" and "anxiety"
"mum" and "stress"
"mother" and "anxiety"
"mother" and "stress"
200000
1. Nearly 100K domains
5 Health 4. Mothers issues ("mother" or "mum") and " back to work"
"Stay at home mum"
2. Focused on “Family” themes
Back to
6
work "working mum"
(“mum” or “mother”) and (“home working” or
180000 3. Spanned 3 years
7
Stay at “working from home”) 4. Evaluated some 2M conversations
home "children" and "bullying"
8 Work "son" and "bullying"
9 Bullying
5. Universal
"daughter" and "bullying"
"daughter" and "the pill"
160000
parenting issues ("kid" or "children") and "discipline"
Contrace "Child" and "custody" and "Boyfriend"
10
ption "Child" and "custody" and "girlfriend"
11
Disciplin "divorce" and "children" and "custody"
"family" and "friendly"
140000
e
"fostering" and ("children" or "kids")
12 Divorce ("Kids" or "children") and "holidays"
Family "family" and "holidays"
13
friendly
Fosterin
("kids" or "children") and "tuition fees"
"Finding" and "Primary School"
120000
14 "Finding" and "Secondary School"
g "daughter" and "boyfriend" and "sex"
15 Holidays "son" and "girlfriend" and "sex"
16
17
School
Sex
"teenager" and "sleeping together"
"daughter" and "facts of life" 100000
"son" and "facts of life"
18 Travel "children" and "games" and "car journeys"
19 Work "children" and "entertain" and "car journeys"
"working mother"
20
Budgetin
g
("mother" or "DH") and "let off steam" 80000
("mum or "Mother" or "DH") and "scream"
Let off ("mum" or "mother" or "DH") and "scream"
21 6. Social release
steam ("mum" or "mother" or "DH") and "rant"
Socialisin ("mum" or "mother" or "DH") and "moan"
22
g "meeting other parents"
"mother" and "Always Ultra" and "pads"
60000
Always "mum" and "Always Ultra" and "pads"
23 7. Target brands
ultra "Managing" and "Family" and "Budgets"
24 Duracell "living on a budget" and "children"
25 Fairy "Saving money" and "family" and "Kids"
"mum" and "Duracell"
40000
26 Gillette "mother" and "Duracell"
27 Lenor "mum" and "Fairy Liquid"
Max "mum" and "Fairy washing powder"
28
factor "mum" and "Fairy dishwasher tablets"
20000
29 Olay
"mother" and "Fairy Liquid"
"mother" and "Fairy washing powder"
Trend line
30 Oral b "mother" and "Fairy dishwasher tablets"
31 Pampers "mother" and "Gillette"
32 Pantene
"mum" and "Gillette"
"mum" and "Lenor"
0
March '08
June
June
June
October
March
October
March
October
May
December
May
December
May
December
September
September
September
August
November
August
November
August
November
April
February
April
February
April
July
January '09
July
January '10
July
33 Pringles "mother" and "Lenor"
Feminine 8. Target "mum" and "Max Factor"
34 "mother" and "Max factor"
hygiene categories
35 Hair care
"mum" and "Olay"
"mother" and "Olay" -20000
Househo "mother" and "Oral B"
36 ld "mum" and "Oral B"
cleaning "mother" and "pampers"
37 Laundry "mother" and "Pantene" Holiday Summer Vacation Back to School
"mum" and "pantene"
38 Skin care "kids" and "pringles"
Technolo ("mother" or "mum") and "sanitary towel"
9. Mothers and
39 gy ("mother" or "mum") and "hair care"
technology
support ("mother" or "mum") and "stains"
40 Alcohol
Depressi
10. Parenting
teenagers
"family" and "stain removal"
"kids" and "stain removal"
"kids" and "washing powder"
"kids" and "fabric softner"
… where search terms are ranged against domains,
41
42
43
on
Drugs
Exams
("mother" or "mum") and "skin care"
themes, authors, date ranges and everything else that can
… qualitative, semantical research is then validated
44
45
Fosterin
g
Piercing
be targeted to focus the analysis on relevant, interesting
46 Sex
and refined through “gossip” search investigation…
47
Sexualisa
tion
conversations
48 Tattoos
63

64. STEP 2 5. Identifying the biggest influencers
Finding
the Author Handle No of Lead Conversation Themes
posts
Scent
MomA 128 Look after your self tips
Adoption - 2 kids 13 and 17 -
MomB 106 positive , active on adoption
advice and support
School, teaching, teen behaviour,
MomC 105 advice on dealing with difficulties
at school
Bereavement, travel, teenagers,
MomD 96
general chat
MomE 89 Schools, anxiety, anti-man
Mom1 87 Positive single parent
Asperger's interest – generally
Mom2 86 supportive, active in general
forums
Teenage kids, bad relationship,
Mom3 84
negative outlook
Identify key influencers, categorical elements of authors. Are
Mom4 79
they motivated by a key issue? Do they achieve a topic
Money, schools
saturation to make them a notable outlet? Etc.
Mom5 69 Family conflicts
64

65. STEP 2 5. Identifying the top domains
Finding
the
Scent Domain People in Author
set authorit Overall
posting at Total y influence
domain postings ranking score* Domain Type
SuperMom.com 12,903 48,320 1 128,421 Parents forum
Financial
TheMotleyFool 4,988 12,301 4 44,778
forum
National
USAToday 1,231 6,551 10 37,814
newspaper
Discussion
answers.yahoo.com 2 2,646 10 32,588
board
twitter.com 10,312 13,519 10 33,824 Microblog
News 88 3,739 10 20,800 News forums
Social forum
(aimed at
Ning 2,049 4,360 3 17,470
student but
universal)
National
NYTimes 34 2,794 10 18,581
Newspaper
Entertainment
Influence and authority are 4,317
MyLife 1,818 mathematically 14,509
10 derived from an
/ Lifestyle
forum
analysis of the contributor’s social graph. Understanding the
shape of their graph (star, sun, etc.) helps estimate reach,
impressions, etc.
65

66. STEP 2 5. Finding source of sustained interaction and influence
Finding
the Top 500 Influencers
Scent 2010
435
59 domains showing
sustained influence
Triangulating the time 6 44
dimension across influencers
and domains helps pinpoint 15
the exact location and people
to target for the greatest
effect. 468 11 430
Top 500 Influencers Top 500 Influencers
2008 2009
66

67. STEP 3 5.
Following Mind mapping the key
the influencers and the primary
Trail
themes
67

68. STEP 3 5. Identifying and establishing contact with the most influential
Following
the
Trail
Identify the main Evaluate which social
categories that the most channel (community,
influential focus on. WOM, syndication, etc.)
has the greatest
penetration.
68

69. 1 Rich set of themes within the context of family from morals to
National and local news… money. Talking about the family means talking about the whole of
STEP 3 5. Family life
Relationships
5
11
life. This is broken down in the Key Themes analysis.
Following Politics -12
-5
Time management
the Teenagers -1
2
Growth of teenage threads in key forums – core unmet
need
Trail Holidays
-34
35
Health and wellbeing
Religion -9
Holiday -34
School/education -38 Growing focus on doing things as a
Family friendly activities -26 3
family
Sex
32
35 4 Growing openness to discuss sex and
Bullying sexuality
House/home
4
6
Law/legal
-12
Technology support
21 5 Peer technology support on choosing and using
Finding Discipline
Emotional release
-15 technology
6
Growing trends in being active and involved with women's/ family
the Campaigns
Child safety
-10
32 6
politics / fundraising / activism issues
Consumer focus
trending Fostering
34
35
7 Growing voice for consumer
rights
Being a working mum Growing lobby promoting
29
topics
8
Me time fostering
-22 Growing focus on the challenges of being a working
Cooking 9
27 mum
Fashion
15 10 Food and cooking in trending as hobby as well as practical
Housework/cleaning
-11 living
Money
34
Alcohol 33
Skin care 35
Stay at home mum 32
Household products 32
Internet security 25
Home working 26 Conversation trends to watch – low volume but high
Hair care 34 growth
Cars 32
Feminine hygiene 36
-50 -40 -30 -20 -10 0 10 20 30 40 50
69

70. STEP 4
Painting 5.
the
Target
“Molecule Theory” CRM Platform
Trends
Date
Brand
Preference
Clusters
Sentiment
Segment
Domain
Variable
Opt-in
Product
Handl Lifecycle
e
Aggregate Code
While value is created from insight generation that can be leverage in creation
of new social campaigns, there is huge potential to appending social insights to
known, addressable audiences who can be reach via digital and traditional.
Social Mention

71. ICE BREAKER
SOCIAL
71

72. • Basic buzz reporting?
• Social profiling?
• Social scoring?
• Who owns social tracking?
• Using / Considering Connect?
• Calculating clout?
• Targeting influencers?
72

73. Action plan on where, when, and how we could get started
NEXT STEPS
73

74. Marketing Sophistication Curve
Where we start depends on where you are today…
CROSS CHANNEL
MULTI CHANNEL OPTIMIZATION
MARKETING
CHANNEL recognizing channel triggered and drip
OPTIMIZATION preference campaigns
CHANNEL scoring, modeling, response revenue / outcome
EXECUTION and advanced attribution causation
segmentation
single channel, faster cycle enabled across personalized
fire and forget times multiple platforms interaction
file based list Persisting results voice of customer consolidated view
processing over time per channel of customer
74

75. Jump Starts
… Five ideas that can be initiated and completed in 90-days with tangible business benefits
3. 1.
4.
Social Append Social Connect Audience IQ – For CRM
Customers are sharing about Estimating the value of a campaign When visitors, whether customers
themselves and contributing on a single click misses much of the or prospects, come to your
content across the social sphere. potential impact of an impression. domains, do you know much about
Are you listening? Like any other In the age of the customer your audience? And can you
identifiable attribute this understanding the reach and respond effectively? With
information can be captured and impact of influential brand Audience IQ we can start giving
appended to your customer hub. advocates is critical to evaluating you rich profiles on all your visitors.
spend effectiveness.
~15 Day Effort ~90 Day Effort ~30 Day Effort
5. 2.
Social Media Insight Digital Audience Profiling
Start assessing the social footprint Being able to identify which
of LBI and competitors. Identify segment of local populations are
the top influencers and domains as engaging with your sites and where
well as trending topics. Produce else they go and how they behave
pen portraits for key segments. online will add value to all your
Set’s baseline for deeper social marketing efforts.
discovery.
~60 Day Effort ~30 Day Effort
75

76. © 2011 Experian Information Solutions, Inc. All rights reserved.