Sucharita over at Forrester has eloquently advised retailers to like social, but love mobile. I'd agree with the prioritization, but that still means you should be doing social. You just need to figure out how to make social work for retail marketing.

1. RETAIL PERSPECTIVE >> SOCIAL MEDIA INTELLIGENCE
Social can do a lot more for your brand and campaigns than followers
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2. Marcus Tewksbury is a product strategy and business development expert with
over 15 years of experience defining, marketing, and ultimately selling new B2B
marketing services and technology offerings.
Today, Marcus focuses on strategic accounts for Experian Marketing Services, a
powerful new agency model focused on driving relevant messaging based on
sound customer intelligence, where he partners with marketing executives on
how to best harness their customer relationships to develop "big ideas" that open
new markets and expands revenue opportunities with existing ones.
Over his career he has successfully launched dozens of products that have
Marcus Tewksbury generated millions in revenue and been adopted by brands like Alterian, Baxter,
Vice President, Strategy and Consulting Coach, Eddie Bauer, Hallmark, Hot Topic, Kaloo, KAO, Microsoft, Restoration
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Marcus is a frequent speaker, having appeared at events for the American
Marketing Association (AMA), Canadian Marketing Association (CMA), Direct
Marketing Association (DMA), Integrated Marketing Summit, The Economist,
Media Post, and Illinois Technology Association (ITA). His writing and
presentations have appeared or been cited in numerous publications like
Mashable.com, USAToday, Wall St. Journal, and the Word of Mouth Marketing
Association (WOMMA). He has also been a guest lecturer at numerous
universities such as Georgetown, Northwestern, DePaul, U. of Chicago, and York.
More on Marcus’s thought leadership can be found on his award winning blog
http://themarketingmojo.com.
2

3. 3

4. 4

5. 5

6. 6

7. 7

8. AGENDA
• Building Blocks (Customer Intelligence Framework)
• Price of Admission (Buzz Monitoring)
1. Reverse Lookup (Facebook Append)
2. Kevin Bacon (SocialCRM)
3. Beating Vegas (Social Media Insights)
• Must, Should, Could
8

9. Customer Intelligence Framework
BUILDING BLOCKS
9

10. 10

11. Linkages
• Handle • IP
• Domain • Cookie
• Social-graph • MAC-Address
• Followers • UserID
• OpenID
• Email
• Number • Name
• DeviceID • Address
• Geo • Zip+4
• Phone
• DMA
• Store
• ConsumerView
11

12. It’s not MAGIC!
12

13. Buzz Monitoring
PRICE OF ADMISSION
13

15. Anatomy of a Mention
Domain Terms
Handle
Location
Followers
Date
Post
15

16. 16

17. Facebook Append
REVERSE LOOKUP
17

18. ~7B
18

19. 19

20. 20

21. Sample Match Results
37% of the 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%
• Past month: 33%
• Past 3 months: 70%
• Past year: 100%
21

22. SocialCRM
KEVIN BACON
22

23. 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.
23

24. 24

25. 25

26. Social ≠ First Click
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.
26

27. We know you’ll this

28. Social Media Insights
BEATING VEGAS
28

29. 29

30. Experian Social Monitoring Research Methodology
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).
30

31. STEP 1
Ranging
Pen Portraits represent a jumping off point… the
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
31

32. "cooking for allergies"
1 Diet 1. Children's health
("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)
32

33. STEP 1 "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
33

34. STEP 2
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
34

35. STEP 2
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.
35

36. STEP 2
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
36

37. STEP 3
Following Mind mapping the key
the influencers and the primary
Trail
themes
37

38. STEP 3
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.
38

39. 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
5
STEP 3 Family life
Relationships 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
39

40. STEP 4
Painting
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

41. Action plan on where, when, and how you could get started
MUST, SHOULD, COULD
41

42. MUST:
DEVELOP A
PLAN FOR
WEAVING YOUR
MULTICHANNEL
NET
42

43. SHOULD:
BEGIN TRIAL
WITH NEW
CAPTURE &
MEASUREMENT
TECHNIQUES
43

44. COULD:
APPOINT
LEADER TO BE
VOICE-OF-THE
CUSTOMER
44

45. © 2011 Experian Information Solutions, Inc. All rights reserved.