WOM Wednesday December 3: Finding Passion Points

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WOM Wednesday - December 3 Finding Passion
Points Creating a Sustainable Social
Interaction Model
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Agenda

• Key trends and challenges
• What is Social Analysis Social Graph
• Using Affinities to find your influencers
• Starting the Conversation
• Case studies the WidgAD
• Best Practices

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Key Trends Affecting Brand Marketing

• On the way up
• Social Networks
• Viral/Word of Mouth Marketing
• Friends/Influencers/Trend Spreaders
• Building Community
• Widgets/Widgads (replacing banner ads for Web
  2.0)
• On the way down
• Banner Ads
• Mass Email Campaigns

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Todays Challenge

• As a Brand or Agency, how do I leverage new
  social media technology to identify, connect
  with, and engage my target audience so as to
  dramatically expand awareness ofand build
  community aroundmy brand

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Understanding your customer

• Who in my consumer database is a possible
  influencer?
• What social networks are my customers on?
• Where are they group around topics?
• How do I connected with them?

Target Community Based on Mapped Profiles
Identified Consumers from Mapped Emails or social
profiles
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Social Analysis
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Identifying Segmented Affinities Social Graph
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Consumer Matched to Affinities
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Identifying Key Influencers
Community Members
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Engaging Target Consumers
Data-Driven Viral WidgAd Platform

• Used to ENGAGE your target audience
• Interactive widget functionality coupled with
  nano-targeted ad placement
• Integrated with YOUR Social Graph data Highly
  targeted
• Patented viral functionality
• Built-in Registration
• Contest facilitation
• Branded content syndication
• Personalization

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Your Addressable Audience
17K are connected to 1.3 Mill Top Rank People
that have the most friends linked back to the 17K
produce the best WOM reach.
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Viral WidgAd-Sharing Process
Branded Widget
Placed on Influencer Sites
Fans copy/paste widgets onto their profiles
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Make Every Click Count
In-context messaging drives call to action!
Landing page links from specific content item
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Tracking Who Got the WidgAD
Assure you reached your composition

• Who shared with whom
• Number of referrals
• Media Downloads
• Streams

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Network-within-a-Network
OtherSocial Networks
Facebook
MySpace
Jim
Sarah
Jim
Sanjay
Ping
Sally
Ed
Ed
Ed
Ed
Ed
Sue
Bill
Bill
Jill
Micro-Social Graphs Provide Intelligent
Nano-Targeting for Ad Networks
Friends
Trend Spreaders (Influencers)
Social profiles that have widgets integrated with
UNBOUNDs Social Graph API
UNBOUNDs Widget-based Network-within-a-Network
Friend analysis fed back to the UNBOUND Social
Graph
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How It All Works

• Identify exact target audience based on
  Advertiser criteria
• Matched to specific demographics, psychographics,
  affinities, locations
• Determine target audiences affinities What are
  they into?
• Music groups, sports, movies, books, TV, brands,
  etc.
• Identify Key Influencers within this community
• Incentivize Influencers to expose brand to their
  fan bases
• Wrap Brand messaging into interactive, shareable
  Widgets
• Incentives matched to consumer affinities
• Viral Seeding / Word of Mouth
• Influencers tell fans, fans tell friends, who
  tell their friends
• Widgets distributed virally

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Achieving Viral Ignition
Consumer Knowledge (Affinities Influencers)
Consumer Engagement
Viral Ignition


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Case Study Saavn.com BollyPOPtv

• Saavn
• The worlds largest producer/ distributor of
  Bollywood content
• The Hollywood of India
• Benefits
• Exact targeting to East Indian and Asian dance
  enthusiasts who are into Bollywood content
• Over 10,000 social connections to Influencers in
  just over a month
• 1.5 Million WidgAD views
• 400 videos produced by influencers
• Sponsored by Verizon

www.bollypoptv.com
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Case Study VIBE Verses

• VIBE Verses Rap Battle Talent Contest
• Benefits
• of video streams increased by 100x (from
  10K/mo to 1.2M/mo)
• 800 Return on Investment
• 60K new members
• 375K unique visitors
• 1.9M widget views
• 775K media views
• 5M monetized ad impressions

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Key Solution Steps

• Know your target consumers
• Demographics, geolocation, affinities
• Who/What theyre connected to
• Who influences them
• Use this knowledge to engage them
• Incentivize the influencers
• Empower your audience to participate in a brand
  conversation