Post on 24-Jun-2020
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Socialize Your Site:
integrating your social and site
audiences
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Agenda
• social CRM evolution
• site + social
• connected audiences
• social Results: client examples
2
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Social CRM Evolution
3
BRAND
Build Scale
You are here!
Target Integrate
Social ROI
Connect
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Website Strategy
4
search
display
research
pricing
decision-
making
BRAND
Goal: Convert! Goal: Info!
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Social Strategy
5
5
search
display
FB media
friends
discussion
decision-
making
BRAND
Goal: Fans! Goal: Connect!
81% of consumers check
with their networks before
making a buying
decision.
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A typical social
strategy
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Like Me!
7
Your brand
Macy’s
= ? Your brand
Your brand
Your brand
Your brand
Your brand
Your brand
Your brandYour brand
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Who are my fans?
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What are their interests?
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Are my fans also customers?
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Are they email subscribers?
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Are they high value?
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Disconnected Audience
13
Demographics?
Interests?
Email activity?
Site activity?
Purchase activity?
Value?
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Creating and
activating a
connected
audience
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Connect With Me!
15
Your brand
Levi’s
Connected
Audience
Levi’s is requesting permission to do the following:
Levi’s may email me directly at rsfleck@gmail.com.
Levi’s is requesting permission to do the following:
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Levi’s: Connected Site
16
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Levi’s: Connected Site
17
Goal: Fans + Engagement + Conversion!
Insert most
relevant social
content at key
decision point
Integrate
social CRM
opportunities
Mitigate feed
pressure –
control
content
Integrated
network; shop
with friends
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Site Socialization Platform
18
Scalable platform that expands with your
audience
Smart-Tagging for
easy implementation
Custom modules accelerate process
Real time data
collection with
dashboard reporting
Facebook Preferred
Developer Platform
Open Graph object
management and
inventory optimization
Social Integration
Technology Platform
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Connected Data
19
Social: • Gender: Female
• Age: 29
• Location: New York City
• Interests: Apple, Foster the People, Starbucks
• Friends: Photos, Number of Friends, Names,
Birthday
• Likes: Jeans, Tops, Shoes
CRM: • Email: High Email Engager
• Customer Segment: High Value
• Past Purchase: Skinny Jeans
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1: Connecting
20
Audience
Fan
Intelligence
• Name = John Smith
• Email = jsmith@gmail.com
• Customer Segment = 1
• Customer Value = High
• Name = Mary Davis
• Email = mdavis@gmail.com
• Customer Segment = 3
• Customer Value = Medium
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2: Targeting
21
Fan
Targeting
• Likes = Denim, Shoes
• Facebook Content = Shoe,
Demin
• Offer = High Value
• Likes = Dresses, Skirts
• Facebook Content = Dresses,
Skirts, Accessories
• Offer = Medium Value
Mass
Messaging
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3: Integrating
22
Social
Silo
site
personalization
targeting
search
optimization
Social
Integration
media
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Connected Insights
23
ConnectedFans - 20%
Fans -80%
18%11%
71%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Active Hyper-Active Lapsed
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Low Medium High
Segment 1 Segment 2 Segment 3
$3.50
$7.25
$5.75
$0
$1
$2
$3
$4
$5
$6
$7
$8
Like Wishlist Birthdays
Social Value Drivers
Fan Intelligence
Value by Segment
Facebook Activity
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Putting it in play:
client examples
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Levi’s Friend’s Store
25
Connect: Log on to the
Friend’s Store
to see what your
friends like and are
buying
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Levi’s Friend’s Store
26
Permission: Social CRM-focused
terms of service
permission process
Levi’s is requesting permission to do the following:
Levi’s may email me directly at rsfleck@gmail.com.
Levi’s is requesting permission to do the following:
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Levi’s Friend’s Store
27
Execute: Browse friend
content, make
informed decision to
purchase jeans
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Levi’s Friend’s Store
28
Sponsored
Learn your
perfect curve
Levis.com
Female
30-25
Britney Spears
Starbucks
Sponsored
Get the look:
skinny jeans
of all sizes
Levis.com
Male
30-25
Arcade Fire
Indiana Jones
Integrate: Fan profile
information
informs media
targeting
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Levi’s Friend’s Store
29
40x Results
Acquisition: Referral
traffic from Facebook
increased 40 times
after Friend Store
launch – outpacing
Google!
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Levi’s Friend’s Store
30
Implement: Implemented
technology solution
and strategy in 3
weeks
Timeline:
Website Code:
Week 1 Week 3
Kick-off Launch
Technical Project
Manager Designer
(Agency)
Levi’s Resources:
<sa:page></sa:page>
<sa:like></sa:like>
<script src="http://loader.socialamp.com/APIKEY"
type="text/javascript"></script>
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1-800Flowers.com
31
Connect: Log on to the
Birthday’s Module
to receive birthday
reminders for your
friends
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1-800Flowers.com
32
Permission: Social CRM-focused
terms of service
permission process
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1-800Flowers.com
33
Execute: Site content is
populated based on
your friends’
birthdays
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1-800Flowers.com
34
Integrate: Connected fans
receive targeted
email reminders
for friends’ birthdays
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1-800Flowers.com
35
10x Results
Engagement: Targeted
birthday messages
drive engagement rates
10 times higher than
their average email
engagement rate
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1-800Flowers.com
36
Implement: Implemented
technology solution
and strategy in 4
weeks
Timeline:
Website Code:
Week 1 Week 4
Kick-off Launch
Technical Project Manager
1-800 Flowers Resources:
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Estee Lauder: smashbox
37
Connect: Log on to the Social
Shop to shop for
make-up with your
friends
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Estee Lauder: smashbox
38
Permission: Social CRM-focused
terms of service
permission process
Smashbox is requesting permission to do the following:
Smashbox may email me directly at rsfleck@gmail.com.
@MerkleCRM #digex2012 Join the Conversation
Estee Lauder: smashbox
39
Execute: Browse friend
content, make
informed decision
wear lip gloss
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Estee Lauder: smashbox
40
Integrate: Fans can receive
targeted messages
on FB based on
their preferences on
site
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Estee Lauder: smashbox
41
Integrate: Fans can receive
targeted
messages on FB
based on
their preferences
on site
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Estee Lauder: smashbox
42
79% Results
Commerce: Smashbox
customers who connect
to the Social Store
spend 79% more on
each purchase than
customers who do not
connect.
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Estee Lauder: smashbox
43
Implement: Implemented
technology solution
and strategy in 7
weeks
Timeline:
Website Code:
Week 1 Week 7
Kick-off Launch
Technical Project
Manager Designer
Estee Lauder Resources:
<sa:page></sa:page>
<sa:like></sa:like>
<script src="http://loader.socialamp.com/APIKEY"
type="text/javascript"></script>
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Five Tips to Get Started
Start permissioning data from CRM perspective – ask for email opt-
in during the social app process
Create “extended-journey” app experiences – avoid quick-hit
contests, giveaways
Develop a social CRM contact strategy – creating a value-exchange
that keeps Fans engaged
Leverage a phased approach to integrate the site and social
experience
Combine efforts with social, email, mobile, search, display teams to
leverage social insights across digital initiatives
44
1
2
3
4
5
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Example: A Phased Approach
45
Proof of
Concept
6 – 8 wks
Analysis /
Optimization
New module
– refresh
Analysis /
Optimization
Social offer delivery /
optimization
Crawl Walk Run
Solution
Finalization
Listening & Plug-in
Analysis Solution development
Solution
Approval
Solution Launch
Strategy
Development
Site Integration
(tagging) CRM & Media Integration Plan
CRM / Media
drivers
Creative Dev
Creative Approval
Merkle Connect
Client
Solution strategy
(module, plug-ins,
Friend Store)
agreement milestone
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Discussion Questions
46
• How does your company evaluate / measure social
performance?
• Who “owns” social in your company? PR, Brand,
CRM, ?
• How are you using social as part of your marketing
strategy? New customer acquisition, engagement,
retention, branding, etc?
• Have you started integrating your website and social
audiences?
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Merkle
Rich Fleck
VP, GM Merkle Connect
720.836.2024
rfleck@merkleinc.com
@richdclk
merkleconnect.com/blog
Thank You!