Most companies have invested in some level of social listening, using social media monitoring tools that capture customers conversations. However, that's typically as far as most companies go generating just a list of conversations without any identifiable business outcomes. Appia and T-Mobile will talk about the future of social media marketing and how they are using Viralheat to predict customer behavior and lead identification. This allows their marketing and sales teams to not only identify hot leads, but also to immediately engage with them and increase the chance of conversion.

1. Going Beyond Social Listening -
Using Social Media to Predict Buyer
Behavior
Jeff Revoy
CEO, Viralheat
Paul Sebastian
CMO, T-Mobile/DT-HBS
Sally Lowery
VP Marketing, Appia

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Predictive Social Behavior
The Marketer’s View

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About Viralheat
Comprehensive social
media management
Social
and Enterprise
integrations
Patented, real-
time
data, sentiment
and analytics
1B+…mentions per
day
Explosive
Growth

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In The Beginning

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It Was Easier to Target Customers
First online display banner ads delivered October
1994.
First ad on Facebook ran from Y2M in 2004.

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2008 Today
*Enterprise social media marketing spend will grow to $8 Billion by 2016 - Forrester
The $8 Billion Dollar Shift - the Customer Funnel
$8B by
2016*

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The Customer Funnel

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The Social Blind Spot

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Customer Challenges
• Identifying
• Targeting
• Measuring

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Social Management for
Marketing Managers
Enterprise Integration
for Marketing Executive
CRM
Management
MARKETO
Zendesk
Google
Analytics
API - Data Management
Publish Engage
AmplifyAnalyze
Monitor
Viralheat Product Architecture

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Twitter
Processor
Facebook
Processor
Instagram
LinkedIn
Social
Signals

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Social
Signals
API
Synching and
Matching
Customer
Contact
Database
Social
Actions Contact
Details
API
Social Signal provide a more complete
view of existing leads and customer
preferences

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So, how do we get there?

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1.Case Study –
Identifying

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You don’t always need
to burn time on new ideas.

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2. Case Study –
Targeting

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Targeting Can Be Challenging…

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The Life Changing Event

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What’s Our Wedding Pool?
Tracked Keywords and Hashtags:
#imengaged #justengaged
#wereengaged #engaged #isaidyes
#shesaidyes "I'm engaged”

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Engagement Trends
What’s This?

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The Ashton Kutcher Effect

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Lead Drilldown
Increased Lead
Generation.

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Engagement Influencers

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Wedding Promoters
The Perfect Couple #Engaged!

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Wedding Crashers
The waitress asked if I was done with that,
and I said yes, but I’m married to it!
Maybe not an engagement lead but…

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New Lead Opportunities

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New Lead Opportunities

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New Lead Opportunities

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3. Case Study –
Measuring

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T-Mobile Hosted Business Solutions
Launch New VoIP Product
Internet based business phone system
First small business-focused VoIP
product for T-Mobile

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The Challenge
• Crowded category
• First business-focused VoIP product
• Needed to identify relevant audience
• Target key influencers & adopters

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Social Discovery
• T-Mobile turns to social media to:
• Understand T-Mobile brand sentiment
• Learn where engagement is the highest
• Determine language/terms used
• Identify SMEs

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Solution
Monitor the Conversation
• Real-time research –
#VoIP, #newoffice
• Target key influencers re:
T-Mobile@work
• Identify and cultivate leads
• Determine most effective
channels

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Results
• 500 pilot customers
• High percentage were influencers
• Identified best terminology
• Insights implemented into marketing campaign

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Appia at a Glance

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Market Story
• 2 Million Apps Across Google Play & App Store
• More than 400 mobile ad networks
• Defining our differentiation in the market for
developers

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The Role of Social Media
• Understand the pain points of the publisher self-
service developer
• Competitor wins and fails
• Resonating conversation threads
– eCPMs
– High Fill Rates
– Competitive Ad Types
– Easy to integrate
– Responsive Support

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Turn Insights Into Programs

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Complete the Lifecycle

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Programs That Keep the Story Going
• Welcome Program
• Site Creation/Site Activation
• Revenue Milestones
• Nurture
• Support

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Welcome Program
• Signup -> Activation Campaign
• Account Active -> Getting
Started Campaign
• Day 2 -> About Via
• Day 5 -> Driving Monetization
• Day 30 -> Survey
• More Than 3 Days No Login ->
Help Campaign
• No Impressions 10 Days ->
Help Campaign

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Site Creation
• App/Site Created
• App/Site Activated
• No App/Site Created in 3 Days
• No App/Site Created in 10 Days

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Revenue Milestones
• First Day of Revenue
• $100 in Revenue
• $500 in Revenue
• No Revenue in 14 Days
• No Revenue in 30 Days

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Nurture
• Monthly Reporting
• Content
• Whitepapers
• Webinars
• Infographics
• Case Studies

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Support

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Ongoing Story
• Reacting to Conversations in Market
• Competitor wins and fails
• Ongoing active dialogue in competitor community

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Campaign Results
• Since launch 1/23/14
• Signed 438 new self-service publishers
• More than 2,000 installs
• Fall-Off Learnings
• Glean from Marketo those that are out of flow
• Glean from Viral Heat indicators of out of flow
• Optimize
• Have added 8 new campaigns since launch

58. Thank You!
jeff@viralheat.com
@jrevoy
paul@DTHBS.com
@paulsebastien
slowery@appia.com
@sallymacnc