If it looks like a bear and smells like a bear. It's a bear. Marketers exist to sell. In the 2-3 hysterical haze of the social runup that inalienable truth, as unpleasant as it may be, has been left behind. It's time for marketers to wake up and take control of social and make it an effective part of the marketing reality.

1. Social Media from a Marketers’ Perspective
Review of the Social Maturity Model
and How Social can drive more effective Marketing

2. ALTERIAN QUICK FACTS
More than 1,500 marketing organizations across 30 countries rely on Alterian solutions every day

3. Today’s Agenda
Hysteria
Balance of Power
Maturity
The Basics
Optimized Segmentation
Media Performance

4. DON’T FORGET WHO YOU ARE

8. Today’s Agenda
Hysteria
Balance of Power
Maturity
The Basics
Optimized Segmentation
Media Performance

10. Past…
Brand Direct

11. Today…
Time Shifting Filtering
• Legislation
• Technology
• Social Norms
Brand Direct

14. Today’s Agenda
Hysteria
Balance of Power
Maturity
The Basics
Optimized Segmentation
Media Performance

17. Today’s Agenda
Hysteria
Balance of Power
Maturity
The Basics
Optimized Segmentation
Media Performance

20. Today’s Agenda
Hysteria
Balance of Power
Maturity
The Basics
Optimized Segmentation
Media Performance

22. Methodology
Demographic Benchmark SSM
data set Report development
Refresh SSM
Demographic Q1 Report development
data set
Virtual Social Media Data
Refresh
ethnography: Measurement Analytics: Demographic Q2 Report
SSM
development
Discovery & : Identifying data set
learning Theme and extracting
validation to a target data
‘define’ target set reaching
demographic back over 18
months
On-going
tracking cycle

23. Virtual Ethnography

24. The Premise
You can learn more observing animals in the wild than at the zoo…

25. Keywords and Themes
• Relationships
• DH (Dear Husband)
• Step Parents/ Exes and their
partners
• Travel • Rules for custody
• Social issues • Money • Rules for introducing new
• Family friendly
• Campaigns & political • Budgeting partners to kids
locations
lobbying
• Offers and deals • Benefits - child and family • Letting off steam
• Young people's • Instant outlet
• Children’s activities
issues
• Local is key • Consumer advice • Searching for allies
• Women's issues • Seeking recommendation • Seeking emotional
• School holiday
• Local issues • Purchase locations validation
activities
• Child specialist purchases across
all verticals
• Working • Schooling • Food and Nutrition
• Time management • Exams • Recopies
• Work Life balance • Teenage Parenting
• Pressure, Stress • Specialist Seasonal dishes • Social and Behavioural Issues
• Returning to work after a career break • Revision techniques / Support • Dealing with Allergies
• Emotional support • Drugs
• Finding a school • Faddy / Fussy eaters • Talking to children about drugs
• Legal rights • Admissions • Quick and easy options
• Working practices • Dealing with impact
• Bullying • Information
• Child care entitlements
• Underage drinking
• Reassurance of moral / disciplinary stance
• Risks and impacts of drinking
• How to stop / manage kids drinking
•
• Boyfriends/girlfriends
• Setting and enforcing rules
• Teenage sex
• Downtime / Social Time • Technical support • Safe Sex and Contraception
• Funnies & Banter • Advice • More confident to • Teenage pregnancy - fears, coping,
• Domestic bliss • Products to use ask peers than discussing
• Social Gaming • Specialised cleaning needs professional • Support to challenge situations
• Celebrity gossip • Stain removal • Instant help • Fashion and clothing
• Fashion and beauty (inc skin and • Health related to cleaning • Security and parental controls • Dressing too maturely
makeup) products • Viruses • How to talk to teenagers about it
• TV and film reviews • Firewalls • Risks
• Book clubs - reviews and discussions • Selections of PC/Laptops • Piercing and tattoos
• Selections of games consoles

26. SM2 Searches "cooking for allergies"
("kids" or "children") and "obesity"
("mother" or "mum") and "cleaning"
1
2
Diet
Health
1. Children's health
("mother" or "mum") and "housework" 3 Household cleaning 2. Domestic issues
("kids" or "children") and "housework"
("kids" or "children") and "chores" 4 Family group 3. General family issues
"DD" and ("parent" or "family") 5 Health 4. Mothers issues
"DS" and ("parent" or "family")
"DH" and "family" and "kids" 6 Back to work
"DC" and ("parent" or "family")
7 Stay at home
"mother" and "breast cancer" and "children"
"daughter" and "cervical cancer" 8 Work
"Mum" and "anxiety"
"mum" and "stress" 9 Bullying 5. Universal parenting issues
"mother" and "anxiety"
"mother" and "stress"
("mother" or "mum") and " back to work" 10 Contraception
"Stay at home mum" 11 Discipline
"working mum"
(“mum” or “mother”) and (“home working” or “working from home”) 12 Divorce
"children" and "bullying" 13 Family friendly
"son" and "bullying"
"daughter" and "bullying" 14 Fostering
"daughter" and "the pill"
("kid" or "children") and "discipline"
15 Holidays
"Child" and "custody" and "Boyfriend" 16 School
"Child" and "custody" and "girlfriend"
"divorce" and "children" and "custody" 17 Sex
"family" and "friendly" 18 Travel
"fostering" and ("children" or "kids")
("Kids" or "children") and "holidays" 19 Work
"family" and "holidays"
20 Budgeting
("kids" or "children") and "tuition fees"
"Finding" and "Primary School" 21 Let off steam 6. Social release
"Finding" and "Secondary School"
"daughter" and "boyfriend" and "sex" 22 Socialising
"son" and "girlfriend" and "sex"
23 Always ultra 7. Target brands
"teenager" and "sleeping together"
"daughter" and "facts of life" 24 Duracell
"son" and "facts of life"
"children" and "games" and "car journeys" 25 Fairy
"children" and "entertain" and "car journeys"
"working mother" 26 Gillette
("mother" or "DH") and "let off steam"
("mum or "Mother" or "DH") and "scream"
27 Lenor
("mum" or "mother" or "DH") and "scream"
28 Max factor
("mum" or "mother" or "DH") and "rant"
("mum" or "mother" or "DH") and "moan" 29 Olay
"meeting other parents"
"mother" and "Always Ultra" and "pads" 30 Oral b
"mum" and "Always Ultra" and "pads"
"Managing" and "Family" and "Budgets" 31 Pampers
"living on a budget" and "children"
"Saving money" and "family" and "Kids" 32 Pantene
"mum" and "Duracell"
"mother" and "Duracell" 33 Pringles
"mum" and "Fairy Liquid" 34 Feminine hygiene 8. Target categories
"mum" and "Fairy washing powder"
"mum" and "Fairy dishwasher tablets" 35 Hair care
"mother" and "Fairy Liquid"
36 Household cleaning
"mother" and "Fairy washing powder"
"mother" and "Fairy dishwasher tablets" 37 Laundry
"mother" and "Gillette"
Role and theme "mum" and "Gillette"
"mum" and "Lenor"
38 Skin care
39 Technology support 9. Mothers and technology
development "mother" and "Lenor"
"mum" and "Max Factor"
"mother" and "Max factor" 40 Alcohol 10. Parenting teenagers
"mum" and "Olay"
"mother" and "Olay" 41 Depression
"mother" and "Oral B"
42 Drugs
"mum" and "Oral B"
"mother" and "pampers" 43 Exams
"mother" and "Pantene"
"mum" and "pantene" 44 Fostering
"kids" and "pringles" 45 Piercing
("mother" or "mum") and "sanitary towel"
("mother" or "mum") and "hair care" 46 Sex
("mother" or "mum") and "stains"
47 Sexualisation
"family" and "stain removal"
"kids" and "stain removal" 48 Tattoos
"kids" and "washing powder"
"kids" and "fabric softner"
("mother" or "mum") and "skin care"
86 unique, defining search
11 aggregate categories
terms

27. Finding the “Super Mums”
Analytical Process
• Ran all keywords and themes for Christmas Period 2010
• Focused on blogs and message boards/forums
• Collected 105,000 conversations from a 6 week period
– Blogs/Forums/Message Boards (no Twitter or Facebook)
– www.mumsnet.com and www.netmums.com - most active sites
• In Analytics environment, focused on authors and domains
• Created a “Family Score” for each conversation
• Identified top 600 females and their top domains
• Created a data set of conversations from 600 “Super Mums” for key time
periods (summer and holiday seasons)
• Tracked activity and categories of conversations for “Super Mums”

28. New Insights Net
Sentiment
Score:
108
Universal parenting issues
General family issues 102
Being a mother (role) 79
Mother's health 104
Teenage parenting 14
Domestic issues 99
Children's health 66
Social release
29
Mothers & Technology
99
Target categories
104
Target brands
99
0 5000 10000 15000 20000 25000
Winter Summer

29. Today’s Agenda
Hysteria
Balance of Power
Maturity
The Basics
Optimized Segmentation
Media Performance

30. Quantify Social Impact
The key to making social insights useful is the ability to craft them into
relevant views to the marketer. A big part of that is driven by integrated data.

31. Quantify Social Impact

32. Questions?
THANK YOU!
Marcus Tewksbury
Principal, Alterian
tewksbum@alterian.com
+1 312 884 5330
www.twitter.com/tewksbum