!Welcome to the Webinar

How to utilize the social interest graph to maximize your performance?

!

Nikolaj Boserup Consultant

BABY

Vera Verkooijen Partner Coordinator

Komfo

Maria Balle Digital marketing manager

Trollbeads

Laura Forné Elkow Customer Relations Manager

Komfo

We start at 10 am (CET). Until then, enjoy the music and introduce yourself in the chat.

The hashtag for the webinar is #komfowebinar.

Today’s speakers and Komfo representatives:

#komfowebinar!

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.

How to utilize the social interest graph

to maximize your performance

My name is Nikolaj!

I live and work in Copenhagen…

I know all of these people…

I’m interested in social media among other stuff…

I like to travel -and tell about it…

I follow succesful local agencies… And listens to Danish music…

I like fiction and action movies…

My name is Maria!

I live and work in Copenhagen…

I know all of these people…

I’m interested in social media among other stuff…

I like going out…

I follow successful local agencies… Just play me something…

I might watch to many series…

• 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

AGENDA

Our mission: We turn audiences into ambassadors and make our clients the most

talked about in their category.

Strong stories spreads and connects.

!

(and gives the audience a story to

share.)

Think like a big brand

Act like a small one

Why think "Social First"

CONTENT & MEDIA SURPLUS

ATTENTION DEFFIC IT

TUNNEL V IS ION

UNPREDICTABLE BEHAVIOR

EVERYONE IS INFLUENTIAL

Audience Brand

THE SOLUTION

NARRATIVE DEVELOPMENT

Analysis & brainstorm

Social Narrative

A story that breaks through the clutter, is relevant to a specific audience and delivers brand value.

Brand positioning Social GraphCustomer segmentation data

Brand perceptions Search behaviorHistorical content performance

Key inputs

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

Traditionally marketeers has been driven by demographic segmentation

EMNE / OMRÅDE

Live in Copenhagen

Work in advertising

In a relationship

Age 28 / 30

Female

$ Medium

EMNE / OMRÅDE

Lives in Århus

Works with music

Single

Age 21

Male

Lives in Copenhagen

Works in IT

Married

Age 40

Male

$ Low $High

Grew up in England Real estate owner

Works with music

Married for the second time with two children

Born 1948

Male

$ Successful in business Very wealthy

So how does the graph help?

WHAT IS THE SOCIAL INTEREST GRAPH?

Social graph connections are based on shared

personal connections (i.e. friendships).

Interest Graph connections are based on shared

interest, regardless of personal connections.

Term first used in 2007 by Facebook CEO Mark Zuckerberg The digital map of your personal identity

What you likeWho you know

EMNE / OMRÅDE My social graph

WHERE DOES THE DATE COME FROM?The obvious

My behavior Facebook connect

Applications Spotify

Social plugins

WHAT COULD THE DATA LOOK LIKE?

Yoga Running Fitness Spinning

Facebook users Audience affinity

Vietnamese Italian cuisine

Organic food Ballet RestaurentsHome

appliances TheatreSustainabilityCharityEnviroment

PASSIONS POINTS

Yoga Running Fitness Spinning

Facebook users Audience affinity

Vietnamese Italian cuisine

Organic food Ballet RestaurentsHome

appliances TheatreSustainabilityCharityEnviroment

Health Foodie Eco Going out

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

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

INTEREST SEGMENTATION WITH RE-MARKETINGFO

CU

S O

N S

ALES

INC

REA

SES

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

MEDIA PERFORMANCE & ANALYSE — KEND DIN MÅLGRUPPE

FASHION

IMPRESSIONS SEGMENTING

SPORT FACEBOOK TARGET GROUP

MUSIC

GASTRONOMI

ART & DESIGN

TARGETING (INCLUDING / EXCLUDING)

LOOK-A-LIKE AUDIENCE

Hygiene

Search Engine Optimized:Title: “Volvo Trucks - Increased safety on slippery roads with

Volvo Trucks' Stretch Brake ”

130.000+ viewsProduct

Hero

Insight- & product- driven viral video: Truckers like 90s action movies

Precision steering (Volvo Dynamic Steering) allows the stunt

70+ million viewsBranding

Best practice: Trollbeads case example

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

Trollbeads Case example

BRANDING CONTENT

IN-MARKET CONTENT

PRODUCT OR E-COMMERCE

BRANDING CONTENT

IN-MARKET CONTENT

PRODUCT OR E-COMMERCE

Step 1

Step 2

Step 3

BRANDING CONTENT

IN-MARKET CONTENT

PRODUCT OR E-COMMERCE

FOC

US

ON

SA

LES IN

CR

EAS

ES

Trollbeads Case example

Target group* Reach Engaged users

*We used look-a-like audiences to maximize the target group

1

E D I TO R I A L F R A M E WO R KReaching a new audience on Facebook

A TOOL WITH MULTIPLE FUNCTIONS

Trollbeads !voice

Target group personas

Editorial !framework

Etc.

1 9

Gender Woman

Profession Artist, writer, anthropologist

Hobby Blogs about anything beautiful and meaningful

Style Bohemian chique

In a social setting Very lovable, Trollbeads is slightly eccentric with many stories to tell from her interesting life, and is the go-to person for any advice. She has a high sense of aesthetics.

What drives herThough Trollbeads enjoys success, when it all comes down to it, the most important thing for Trollbeads is to inspire unique creativity, friendship and joy.

Social habitsTrollbeads is pleasant to be around, and a great host who welcomes anyone into her home. She is intelligent and

knowledgeable, and whilst people often look up to her, she never gives them reason to envy her. A friend to be proud of.

Our voice

QuirkyArtistic

Passionate

FriendlyPioneering

Positive

Involving

Do’s & Don’ts

Do ‘Here are 10 great ways to make your hair summer ready!’Don’t ‘This is the top ten items you have to own, to be trendy this summer!’

Do ‘This beautiful quote really made me think. I think you will enjoy it too’Don’t ‘This is so true.’

Do ‘It’s that time of year, where you should treat someone you love. We think any of these three heart beads are perfect for a loving reminder, what do you think? Don’t ‘Like heart beads? Buy them here.’

1 9

Gender Woman

Profession Artist, writer, anthropologist

Hobby Blogs about anything beautiful and meaningful

Style Bohemian chique

In a social setting Very lovable, Trollbeads is slightly eccentric with many stories to tell from her interesting life, and is the go-to person for any advice. She has a high sense of aesthetics.

What drives herThough Trollbeads enjoys success, when it all comes down to it, the most important thing for Trollbeads is to inspire unique creativity, friendship and joy.

Social habitsTrollbeads is pleasant to be around, and a great host who welcomes anyone into her home. She is intelligent and

knowledgeable, and whilst people often look up to her, she never gives them reason to envy her. A friend to be proud of.

Our voice

QuirkyArtistic

Passionate

FriendlyPioneering

Positive

Involving

Do’s & Don’ts

Do ‘Here are 10 great ways to make your hair summer ready!’Don’t ‘This is the top ten items you have to own, to be trendy this summer!’

Do ‘This beautiful quote really made me think. I think you will enjoy it too’Don’t ‘This is so true.’

Do ‘It’s that time of year, where you should treat someone you love. We think any of these three heart beads are perfect for a loving reminder, what do you think? Don’t ‘Like heart beads? Buy them here.’

TARGET GROUP PASSIONS

STYLE ACTIVITY

CULTURE HOME

VOICE

Key results

OUTPUT

3

IntroductionRESULTS

New fans Engaged users Reach

140.000 328.000 4.500.000

Trollbeads Case example - Results

RESULTS

Cost per page like

Graph audiences

Interest audiences

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

KONTAKT

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