Well, I have my first SXSW Interactive under my belt and plan to go back for more. Does that mean I’m young and cool? Nah, just better informed about my industry.
I attended many sessions, from running a small business to time management to UI/UX design. My brain was a sponge, not that I remembered it all. Good thing I took notes. What really stuck with me?
Interest graph platforms. They are here, they are going to be big and they are going to be the tool of choice for online marketers.
The name of this session was How to Harvest Consumer Intent from the Social Web. The information graph function allows the consumer to identify what they like. Open interest graph platforms that are out today include Stumbleupon, Pinterest, Netflix and Springpad just to name a few.
Brands can use these sites by marketing to people not just based on demographic or sex, but marketing to their interests. This is an opportunity to foster some discoveries with your consumers and going where you’re welcome.
It can be safe to say that someone who pins pictures of cats, cat beds and cat toys, could become a future advocate of your Organic cat food product.
Or, say someone who pins comic book characters could be a future advocate of The Avengers.
An obvious example of information based marketing should be credit card companies. These companies should have a great profile of what their cardholders like, based on what they buy. That information should be used then to offer discounts and specials.
The point is that there is increased trust from the consumer because you’re demonstrating that you know someone’s interests rather than simply marketing to their demographics. Thus, a higher probability of having genuine engagement with these consumers and a higher chance of conversion with these consumers.
I believe the future of Facebook will have, in some form, an information graph capability, even more than it has now. Right now, Facebook allows you to follow the parts of a FB friend’s feed that really interests you, leaving the cat and shopping info and other info you don’t care for, out of your feed.
Sure, it’s fun to see people comment on other’s profiles, tweet out articles or check-in at a swanky restaurant. But that’s all in the past tense, isn’t it? Identifying what people are passionate about, what they may want to have/see/do in their future, now that’s the stuff that good marketing research is made of, right?