In her Brands-Only Summit Pre-Conference presentation, Visa's Jessica Williams explains how Visa uses social listening and analytics to help enhance traditional research projects. She talks about the three core segments their analytics are focused on: small business owners, developers, and the affluent audience.

1. Social intelligence and
marketing strategy
JESSICA WILLIAMS
VISA
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

2. SOCIAL Intelligence
Marketing STRATEGY
Jessica Williams
@mediametricsgal
“NOE TWO” PARISIAN STREET ARTIST, RIO DE JANIERO 2013
Visa
1 @mediametricsgal 1

3. 2 @mediametricsgal
Innovative research methodologies….
… focused on deriving ACTIONABLE
INSIGHTS …
… by understanding TARGET
POPULATIONS attitudes, behavior, and
motivations …
… within the context of CULTURE, TRENDS
and SOCIAL

4. THE SOCIAL INTELLIGNCE PROGRESSION
• Social intelligence can provide data at every stage of the marketing process
STRATEGY PLANNING CREATIVE BRIEF EXECUTION EVALUATION
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SOCIAL INTELLIGENCE
used in strategy planning, MSF’s
and creative briefs to hone in on
marketing objective and audience
used to optimize during
execution and evaluate
post campaign.

5. • Enable agencies to explore a more focused set of creative concepts for higher
efficiency and effectiveness
Today = Good Tomorrow = Great
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AD DEVELOPMENT
Idea
territories
Narrowing
territories
Specific
campaign ideas
Campaign
selection
FOCUSED
exploration
Shortlisting
Selecting
AD DEVELOPMENT
EVOLUTION FROM GOOD TO GREAT

6. TOP 5 REASONS SOCIAL DATA WILL
DISRUPT MARKET RESEARCH
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7. SOCIAL DATA IS REPRESENTATIVE
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8. PEOPLE SHARE EVERYTHING
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9. YOUNGER GENERATIONS WILL ALWAYS SHARE
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10. PEOPLE TRUST OTHERS ONLINE
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11. DATA IS NOT JUST CONVERSATIONAL
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12. THE SOCIAL DATA ADVANTAGE
• The Value of Social Data for Marketing Intelligence
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Low Cost Data Collection
Quick Analysis
Real Time Data Flow
Unsolicited Data
Sampled at Point of Experience
Global
Less Vendor Dependence for
Research

13. WHERE AND WHEN APPLICABLE
• The possibilities for when and where the data can be used are endless
Attitudinal Behavioral
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Segments
• What brands do Millennials love
• What concerns do small business
owners have?
• What pain points do the affluent
have when they travel?
Competitive Research
• Gain knowledge of how
developers view Visa compared
to the competition
• Understand competitors small
business presence and
campaigns
• Understand how consumers feel
about carrying cash at an event
• What encourages a consumer
to use credit over cash?
Understanding Influence
• Articulate the role of influencers
in enabling brands to tap into
cultural phenomenon
• Help understand which
influencers would be most
impactful for a marketing
campaign

14. MAKING IT HAPPEN – CASE STUDY #1
Visa Payments Conversation Blueprint
Small/Mid-Size Business Owners
@mediametricsgal Visa Confidential

15. 14 @mediametricsgal
• Understand topics that matter most to
small business owners to help better
inform SMB marketing strategy and
planning.
• Identify pain and passion points for
small business owners, to uncover the
current perception of Visa and
competitors, and understand how
business owners use and share content
online.
PROJECT OBJECTIVE

16. 800+ Queries
Identified more than
10,000 business owners
in 15 different industries.
The owners were
segmented by age,
location, business
industry, age of business,
and size of business.
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Custom Search
Database
Upload the conversations the
business owners are having on
Twitter Forums to a
searchable database, totaling
1M total conversations
Conversation
Analysis
Analyze the conversations
from the custom panel to
surface trends and key
themes. Influencer
Research
The panel is queried to
identify where the SMB
owners are getting content.
Identify audience
(SMBs)
What types of content
are these business
owners most drawn to?
What are the key
themes?
2
1
3
4 Who are the
individuals who
influence panel
members?
METHODOLOGY : AT A GLANCE

17. WHO ARE THE PEOPLE IN THE PANEL
GENDER INDUSTRY
-14% 44% 56% +14%
AGE Panel over-indexes among 35-44 year olds
Under 24
25-34
35-44
45-54
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The following top 8 industries (out of a total of 17)
accounts for 83% of total SMB panel.
Less Females
than in general
population.
More Males than
in general
population.
3%
12%
42%
41%
2%
0% 10% 20% 30% 40% 50%
Over 55
6%
5%
4%
11%
11%
10%
16%
19%
0% 5% 10% 15% 20% 25%
Food and Beverage
Beauty Services
Marketing
Retail
Art and Design
Insurance and Real Estate
Clothing and Apparel
Tech Services
Other industries include: Music, Cleaning Services, Photography,
Agriculture, Events Planning, Healthcare/Fitness, Landscaping,
Financial Services, and Automotive.
SMB owners are defined as:
• Owners of businesses with less than 100 employers AND
• With less than $25 million in annual revenue.

18. QUERYING THE PANEL
Sharing
Expertise
4738
21.8%
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Legal and
Financial
2314
10.7%
Company
Operations
5310
24.5%
Political and
Regulatory Issues
8053
37.1%
Time
Management
and Personal
1305
6.0%
Sharing Expertise Legal and Financial Info Operations Political Environment Travel and Time Management
Topics Include:
Sharing Expertise:
• Sharing business advice
• Networking
• Social advertisement
• Business associations
• Questions for other
business owners
• Sharing own experience
Legal and Financial:
• Funding a business
• Licensing a business
• Loans and SMB grants
• Debt
• Banking
• Legal advice
Company Operations:
• Marketing advice
• Payments options
• Growing the business
• Reducing cost
• Hiring employees
• Running the business
efficiently
Political and Regulatory
Issues:
• Taxes
• Regulations
• Overall economy
• Healthcare/ACA
• Business climate
Time Management and
Personal:
• Busy schedule
• Time management
• Travel
• Vacation
• Stress and personal
pain points
• Top Business-Related Topics in the SMB Panel

19. QUERYING THE PANEL
• How do business owners in the panel share content?
Posts that link to an external site Posts that mention another user Original post
Percentages across topics
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47% 36% 29%
47% 50%
54% 60%
52%
30%
36%
31%
39%
31%
35% 36%
29%
34%
24%
8%
27%
41%
Overall Sharing Expertise Legal and Financial Company Operations Political and Regulatory Time Management and
Personal
Posts that link to an external site Posts that mention another users Original posts

20. QUERYING THE PANEL
• How do SMB owners share their expertise on Twitter?
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Some small business owners are using Twitter to generate leads
and to advertise their business.
“Hey folks! Please follow my new Hot Sauce Biz @BoldSauces to keep
up w/ our process as we hit the store! #getsauced”
Business owners use questions as a way to engage with followers
and to share their own opinions.
“What opportunities have come your way over the last year to grow your
business?”
“I'm interested. What is the greatest business challenge you face?”
Business owners see themselves as accomplished individuals,
seeking to sharing their “story” or advice with others.
“In my experience, there's only one thing that will always steer you
toward success: That's to have a vision and to stick with it”
“I decided to share my story on my website on how and why i started my
business. check it out http://t.co/GiJLgsrwZi @SafeForWorkMx”
Social Advertising
Networking
Asking questions
Sharing Advice
Sharing Experience
11%
12%
41%
20%
15%

21. NEW APPROACH TO CONTENT
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22. RESULTS
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Consistent engagement rate
of over 1.00% - 2x higher
than LinkedIn benchmarks
50X the number of
shares/post on LinkedIn –
increasing reach
exponentially
Earned 20K new business
owner followers on LinkedIn
– decreasing spend needed
to reach this audience
50X the number of qualified
clicks to Visa.com –
increasing conversion
• New content strategy drove significant results

23. NEW APPROACH TO EVENTS
SMB Meetup Tour
Partner with MeetUp to
bring together SMB-related
groups for
exclusive Visa events
around the country.
Local influencers join for
discussions trends in SMB
and the future of
commerce
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24. MAKING IT HAPPEN – CASE STUDY #2
Cultural Strategy
Affluent Consumer Interests and Behaviors
@mediametricsgal Visa Confidential

25. PROJECT OBJECTIVE
Uncover the unstated values
and attitudes of affluent (and
ultra-affluent) consumers,
shaped by their cultural context,
in order to better understand
what ultimately affects their
preferences, desires and
behaviors.
@mediametricsgal Visa Confidential

26. 1 3
$100K+ Jobs
Identified more than 1,200
unique job titles in 25
different industries with a
median salary greater than
$100K a year.
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More than 11,000 $100K+
individuals and their content are
uploaded to a searchable
database.
Twitter “Follows”
Socialgraphics
Factor analysis was used to
identify 3 “clusters” of interests
that over-index from a
normalized set of typical Twitter
users.
The panel is queried to
identify the effects that
culture has on consumer
behavior.
Behavioral
Analysis
Identify job titles
What social handles
do they follow?
How do interests group
together?
2
4
What motivates
panel members?
METHODOLOGY : AT A GLANCE

27. QUERYING THE PANEL
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The panel produced
5 million tweets
from May ‘13 thru April ‘14
205,000+
mentions of
23,000+
mentions of
105,000+
mention of
94,800+
mentions
73,000+
mentions
18,000+
mentions
Food Beverage Philanthropy Consumer Tech Travel
Health Fitness Social Entrepreneurship
to answer questions like:
What makes mentions
of “organic” food
increase faster than
“local” or “sustainable”
food in the past year?
Why do more
$100Kers talk about
“Movember” than the
Red Cross?
How do conversations
about Apple products
differ from Android
products?
Where are $100Kers
getting their exercise
and how are they
meeting their fitness
goals?
What do panel
members find most
irritating about travel?
What are the business
issues facing a new
start-up?
Deep Dives into Each Interest

28. $100Kers Affinity Segmentation Breakdown
British
Ex-pats
1%
Sports
Fans
11%
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Pop
Culturists
13%
Urban
Tech
57%
The majority (57%) of
the $100Kers fall into
the “Urban Tech”
Geeks
11%
category
Conservative
11%
SEGMENTATION ANALYSIS

29. INTERESTS MOST UNIQUE TO THE AFFLUENT
25,000
20,000
15,000
10,000
5,000
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$100kers over-index on News and Media, especially:
 Tech News
 Health News
 Finance News
The audience houses diverging political interests:
 Liberal Politicians
 Conservative Political Pundits Republican Legislators
News
Business
Politics
American Sports
Culture
Other
0
Chi-Square
Difference from General Population

30. KEY INFLUENCERS FOR EACH INTEREST
Interest Most followed
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Hip Hop
MTV/VH1 Shows
Other
Bobby
Flay
Michael
Symon
Guy
Fieri
Alex
Guarnaschelli
Giada
de Laurentiis
Food
Network
Beard
Foundation
Saveur Thomas
Keller
Ruth
Reichl
Amanda
Hesser
The Food
Section
American Haute
Cuisine magazines,
sites, and influential
chefs.
Todd
Barry
Paul F.
Tompkins
Marc
Maron
Paul
Scheer
Thomas
Lennon
Design
Observer
Print
Magazine
AIGA Eye
Magazine
Blouin
Art Info
Walker
Art Center
American comedians,
stand up comics,
comedic actors, and
comedy writers.
Leading art and
graphic design sites,
magazines, and
cultural centers.
Stars of classic Food
Network shows such
as Guy Fieri’s Diners,
Drive-ins, and Dives.
% of Audience
[vs. general pop %]
Top Interest: Culture
American
Cuisine
American
Comedians
Modern Art
Food Network
Stars
Brian
Posehn
W
Magazine
CFDA Style.com
Harper’s
Bazaar US
Bergdorf
Goodman
Fashionista.com
A mix of prominent
fashion magazines,
street style sites, and
top luxury brands.
Fashion
4.5%
Vs. .6%
6.2%
Vs. 1.7%
3.0%
Vs. .5%
1.7%
Vs. .4%
4.1%
Vs. 2%

31. EXAMPLE GROWTH PROFILE
HIGH GROWTH, LOW VOC
400%
350%
300%
250%
200%
150%
100%
50%
0%
-50%
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HIGH GROWTH, HIGH VOC
LOW GROWTH, LOW VOC LOW GROWTH, HIGH VOC
0 200 400 600 800 1000 1200
1400
-100%
Rate of Growth
Volume of Conversation
Fitness Trackers
Marathon/Triathlon
Weekend Warrior Runs Gym/Personal Training
Competitive Sports
CrossFit
Fun Runs
At Home Workouts

32. 942
What drives people to workout?
716
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568
452
275
Fun Lifestyle Competition Weight Loss Stress Relief
Making Workouts Fun
1. Trying new workouts is fun
“SoulCycle: Super fun, Super Challenging. I thought I was in ok
shape until that class- yet LOVED the feeling of a new type of
workout!”
2. Social workouts are fun
“If every workout could be a themed 5K fun run w/
@pamelam35, I'd certainly be in much better shape.”
Stress Relief
1. Doctors like to recommend exercise as a way to
relieve stress.
“@DailyHealthTips I am so glad u said that---I routinely ask pts
to exercise to also reduce stress”
2. Yoga is the most common workout for stress
reduction.
“Thank god for yoga. Curing stress one shavasana at a time.”
MOTIVATIONS DEEP DIVE

33. MOTIVATIONS
• How Does Interests of $250Kers Differ from $100Kers?
Dine Travel Entertain Shop
$250K+ $100K - $249K
• Save time
• Celebrate
• Spend time with family
• Try the celebrity-chef
dish
• Network
• To be taken care of
• To experience new
flavors
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• Unplug
• Learn
• Unplug
• Learn
• Experience
• Challenge myself
• Get inspired
• Acquire
• Relax
• Try new experiences
• Share moments with
family and friends
• Showcase my good
taste
• Social status
• Network
• There was a good sale
• I got a special offer
• Define and refine my
personal style
• Stay on trend

34. NEW APPROACH TO THE SEGMENT
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35. WHAT’S NEXT
– Predictive modeling of payment volume
based on social conversation for new
product types (ie Apple Pay)
– White space marketing opportunities to
own cultural spaces
– New sponsorships based on developer,
small business owner discussions
– Better understanding of New Grads for
recruitment
– Competitive Landscape
34 Research Marketing Analytics Visa Confidential

36. Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014