Digital Innovation DayEngauge | Rapleaf

Customer Enrichment, Acquisition, and Personalization Strategies with Rapleaf

October 7, 2010

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Rapleaf | Profile

NASCAR Fan

Food NetworkFan

ILikecats

Statistics• Data on 1+ billion email records• 450+ million consumers | 60% U.S.• 75+ billion social graph connections

Rapleaf is a San Francisco-based startup with an ambitious vision: we want every person to have a meaningful, personalized experience – whether online or offline. Consumers should see the right content at the right time, every time, and thereby getting a better, more personalized service. To achieve this, we help companies gain insight into their customers, engage them more meaningfully, and deliver the right message at the right time. We also help consumers understand their online footprint.Headquarters: San Francisco, CASales Offices: New York, NY

Chicago, IL

Confidential

RAPLEAF | MARKETING DATA | ENRICH RELATIONSHIPS | CUSTOMER ACQUISITION | TARGETED DISPLAY | PERSONALIZATION

10/7/2010

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Rapleaf| The Ecosystem

Online

Offline

Social Networks

Business Networks

Location Based Services

Blogging / Microblogging

Media Sites Commerce / News Sites

Partner Monitoring / ListeningPartner SM Content Platforms

RAPLEAF | MARKETING DATA | ENRICH RELATIONSHIPS | CUSTOMER ACQUISITION | TARGETED DISPLAY

vivek@rapleaf.com Confidential

Traditional Data and Marketing Companies

Marketing Data | Have 'Hand' in Transparency

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WEIGHT?Social influence and score

WITH WHOM?Friends and associates

WHERE?Social sites used and where they engage online

WHAT?Interests, affinities, lifestyles, products, and more.

WHO?Demographics, occupation, income, and more.

Confidential10/7/2010

RAPLEAF | MARKETING DATA | ENRICH RELATIONSHIPS | CUSTOMER ACQUISITION | TARGETED DISPLAY | PERSONALIZATION

Marketing Data | Process Flow

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Input:• Emails• Name and

Address• FB Fans• Twitter followers

Query/Search:• Rapleaf dB• 35+ SNs including:

Collected:• Social network

membership• Demographics• Interests (50+

categories)• Social graph• Influencer metrics

Output:• Individual data

append• Aggregate data

dashboard• Influencer score

Output:• Targeting,

segmentation• Identifying

influencers• Optimizing

resources• Social CRM

Confidential10/7/2010

RAPLEAF | MARKETING DATA | ENRICH RELATIONSHIPS | CUSTOMER ACQUISITION | TARGETED DISPLAY | PERSONALIZATION

• Socialize CRMDiscover which customers use social media and see what they say

• Boost Loyalty, Word-of-Mouth, and Influencer MarketingIdentify influential customers and reward them with VIP service

• Personalize InteractionsImprove engagements by understanding customer interests

$$$$$$$$

• Build an Integrated Marketing ProgramEngage customers via direct, online, and social media marketing

• Measure Social Media ROISee if social media campaigns are growing your customer base and see how many fans are actual customers

• Increase Offer RelevancySend email, online, and direct mail offers based on purchase behavior and interests

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Enrich Relationships | Boost Action & Engagement

Confidential10/7/2010

RAPLEAF | MARKETING DATA | ENRICH RELATIONSHIPS | CUSTOMER ACQUISITION | TARGETED DISPLAY | PERSONALIZATION

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Customer Acquisition | Offline & Online

Boost spend efficiency

Increase brand visibility

Improve effectiveness

Reach your ideal audience online and off

Direct MailDirect Mail

Targeted DisplayTargeted Display Serve targeted display media to your target audience across the web Increase ad clickthroughs, conversions, and brand visibility

Multi-channel postal list rental Selects include social & service bureau data Automated count & fulfillment system

Confidential10/7/2010

RAPLEAF | MARKETING DATA | ENRICH RELATIONSHIPS | CUSTOMER ACQUISITION | TARGETED DISPLAY | PERSONALIZATION

Connect with the Right People Our Online Network• 100+ million users• 15,000+ sites• 75 billion monthly impressions

1) Existing customers and prospects2) Existing social media fans and followers3) “Look-alike” consumer models4) Friends of existing customers or fans5) 400+ standardized segments (demographics, lifestyle, financial, in-market, lead scores, etc)

All IAB Media Standards Supported

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Targeted Display | Ideal Acquisition Solution

Confidential10/7/2010

RAPLEAF | MARKETING DATA | ENRICH RELATIONSHIPS | CUSTOMER ACQUISITION | TARGETED DISPLAY | PERSONALIZATION

Social Data•Occupation•Education•Location•Social Site Affiliation•Interests and brand affinities

Social Graph•Targeting friends•Extending reach•Social Affinity

Offline Data•Income•Presence of children•Home Ownership•Purchase Behavior•Lifestyles•Much more

Micro-Targeting•Target lists of people for postal and/or email programs•Serve display media to only people you want•Use customer insight to tailor messaging and media plan

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Targeted Display | Bulls-Eye Level Precision

Confidential10/7/2010

RAPLEAF | MARKETING DATA | ENRICH RELATIONSHIPS | CUSTOMER ACQUISITION | TARGETED DISPLAY | PERSONALIZATION

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Personalization | Relevance is Key

Confidential10/7/2010

RAPLEAF | MARKETING DATA | ENRICH RELATIONSHIPS | CUSTOMER ACQUISITION | TARGETED DISPLAY | PERSONALIZATION

• Gain Conversion Insights

Rapleaf Data27 / M / New YorkTech, Social Media

Young Digerati(Non-PII)

Cookie

• Optimize Website Content:- Demographics- Interests- Influence- 3rd Party Data

• Display Relevant Landing Pages

• Protect Users' Privacy

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Questions?

Please contact:

Vivek SoderaCo-Founder / Business Development

Email: vivek@rapleaf.comTwitter: @vsoderaDirect: 510.919.6221

Confidential10/7/2010

Phil DavisGeneral Manager

Email: phil@rapleaf.comTwitter: @PhilDavis1966Direct: 224.456.2300