Ramping Up From 0 – 60 mph To Drive And Measure Social Engagement
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Transcript of Ramping Up From 0 – 60 mph To Drive And Measure Social Engagement
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Ramping Up From 0–60 mph To Drive And
Measure Social Engagement
#SocialEngage
WEBINAR SPONSORED
BY
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#SocialEngage
Welcome Webinar Attendees
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#SocialEngage
Follow This Webinar On Twitter
#SocialEngage
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#SocialEngage
About Retail TouchPoints
Launched in 2007
Over 26,000 subscribers
To provide executives with relevant,
insightful content across a variety of
digital medium
Free subscription to our weekly newsletter:
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#SocialEngage
Panelists
Debbie Hauss
Editor-in-Chief
Retail TouchPoints
MODERATOR
Dan Rubin Senior Vice President
Harte-Hanks Strategy & Insight Group
Ken Blake Senior Vice President
Harte-Hanks Analytic Consulting Group
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6
Ken Blake, Senior VP, Harte-Hanks Analytic Consulting Group
Daniel Rubin, Senior VP, Harte-Hanks Strategy & Insight Group
RAMPING UP FROM 0 – 60 MPH
To Drive & Measure Social Engagement
Date 11/20/13
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AGENDA
• Market Problem
• Bridging The Gap
• Social Breadth & Influence Scoring
• Beyond Social Linkage
• Case Study – Global Cosmetic Brand
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A MARKETER’S DILEMMA
Today’s Brands Are Struggling To Answer These Questions About Their Target Audience…
“More than 75% of people in
most developed markets, and
even more in emerging markets,
use social tools. Instead of
asking whether their customers
use social, more marketers are
asking about how best to
interact with them through it.”
Forrester Introducing The New Social Technographics,
Oct, 2013
WHERE are your
customers online?
WHEN are
they using social tools?
HOW do they
engage and
WHAT are
they talking about?
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#1 WHERE ARE YOUR CUSTOMERS ONLINE?
- Which social media sites are these customers most active on?
- Is there a behavioral pattern e.g. Females are more active on Pinterest?
- How to create a full 360 degree view of a customer?
Have
Account
FANS
Followers
4%
Not
Online
17%
5% Users
12% user
Other URLs
14%
Influencers
XX%
To Define This Component, Marketers Need To Understand The Following…
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INCOMPLETE CUSTOMER VIEW
Segment
Customer Value Model
and RFM
Social Profiles
Presence on social sites,
reach & depth
Promotion History
# of contacts
# click/opens
# registrations
Web Data
Last session,
categories/products
browsed, number of
sessions in past month
Influencing Power
Friends, Network,
Followers, Followed,
Topics of Interest,
known for, advocates
and past engagement
Purchase History
RFM, Categories shopped,
1st purchase, tenure,
source of purchase, migration paths,
time between purchase,
direct vs. indirect channel
Engagement
Call center, opt-in,
email response
Primary Email
Multiple emails linked to
reveal the primary email
Social Elements Are Critical In Creating Rich Customer View…
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INCOMPLETE CUSTOMER VIEW
Segment
Customer Value Model
and RFM
Social Profiles
Presence on social sites,
reach & depth
Web Data
Last session,
categories/products
browsed, number of
sessions in past month
Influencing Power
Friends, Network,
Followers, Followed,
Topics of Interest,
known for, advocates
and past engagement
Purchase History
RFM, Categories shopped,
1st purchase, tenure,
source of purchase, migration paths,
time between purchase,
direct vs. indirect channel
Engagement
Call center, opt-in,
email response
Primary Email
Multiple emails linked to
reveal the primary email
Social Elements Are Critical In Creating Rich Customer View…
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INCOMPLETE CUSTOMER VIEW
Social Profiles
Presence on social sites,
reach & depth
Web Data
Last session,
categories/products
browsed, number of
sessions in past month
Influencing Power
Friends, Network,
Followers, Followed,
Topics of Interest,
known for, advocates
and past engagement
Purchase History
RFM, Categories shopped,
1st purchase, tenure,
source of purchase, migration paths,
time between purchase,
direct vs. indirect channel
Engagement
Call center, opt-in,
email response
Primary Email
Multiple emails linked to
reveal the primary email
Social Elements Are Critical In Creating Rich Customer View…
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INCOMPLETE CUSTOMER VIEW
Social Profiles
Presence on social sites,
reach & depth
Web Data
Last session,
categories/products
browsed, number of
sessions in past month
Influencing Power
Friends, Network,
Followers, Followed,
Topics of Interest,
known for, advocates
and past engagement
Engagement
Call center, opt-in,
email response
Primary Email
Multiple emails linked to
reveal the primary email
Social Elements Are Critical In Creating Rich Customer View…
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INCOMPLETE CUSTOMER VIEW
Social Profiles
Presence on social sites,
reach & depth
Influencing Power
Friends, Network,
Followers, Followed,
Topics of Interest,
known for, advocates
and past engagement
Engagement
Call center, opt-in,
email response
Primary Email
Multiple emails linked to
reveal the primary email
Social Elements Are Critical In Creating Rich Customer View…
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INCOMPLETE CUSTOMER VIEW
Social Profiles
Presence on social sites,
reach & depth
Influencing Power
Friends, Network,
Followers, Followed,
Topics of Interest,
known for, advocates
and past engagementPrimary Email
Multiple emails linked to
reveal the primary email
Social Elements Are Critical In Creating Rich Customer View…
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#2 WHEN ARE THEY USING SOCIAL TOOLS?
CUSTOMER LIFE CYCLE
CONSIDERATION EVALUATION PURCHASE
DISCOVERY ADVOCACY
Influence Buying Decision At Every Step, Evaluate At What Touch Points “Social” Plays A Role…
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#3 HOW DO THEY ENGAGE?
Measure & Leverage These Two Factors To Develop Contextually Relevant Marketing Strategy…
1) What Topics Attract Them & Do We
Know About Their Interests?
2) How Willing & Open Are They
Engaging With The Brand Through
Social Channels?
Influencers“Maximize the value of customers by
customizing marketing strategy for
each customer segment…”
“PROFILE TOPICS”
Football PRODUCT
MANAGEMENT MGMT Design
MASHABLE Computers Journalism Business Software
COOKING
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BRIDGING THE GAP
Structured + Unstructured = A Winning Strategy!
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SOCIAL MEDIA IS NOT A CHOICE!
Consumers Share Opinions In Unprecedented Numbers, This Opens Up Huge Opportunity For Marketers…
Get Into
The MINDSET
Of Socially
Connected Customers
Define Your
ONLINE TARGET
& Create Smart
Social Strategies
Engage In Social
GROUP INTERACTIONS
To Influence Purchases
Social Linkage Enhances The Customer Experience
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HARTE-HANKS SOCIAL LINKAGE
Identify Unique Individuals And Capture Their Online Presence Across Multiple Social Sites
Name: John Doe
Email 1: [email protected]
Email 2: [email protected]
City: Los Angeles
State: California
Occupation : Makeup Artist
Facebook ID: 123123312
Twitter ID: @JagLover23
LinkedIn ID: 323423423
Influence Score: 55
[email protected] Social Profiling Process 360 Complete Profile
Create
customized &
relevant
communication
that aligns with
customer
segments
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SOCIAL LINKAGE AND INFLUENCE MEASUREMENT
(S.A.M. FRAMEWORK)
Two-Tiered Framework
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TWO SCORES TO CONSIDER
SOCIAL BREADTH SCORE
Overall Score To Gauge If Social Media Plays
A Role In A Customer’s Life Cycle
How it’s Calculated?
“Number of social networks an individual has
signed up for…”
SOCIAL INFLUENCER SCORE
Customer Shares On Social Media And
Others Respond, That’s Influence
How it’s Calculated?
“Score are derived from combinations of
attributes, such as # of social sites a person
uses, the ratio of reactions they generate
compared to the amount of content they share
and so on…”
01 10
LOW HIGH
01 100
LOW HIGH
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STEP 1 : MEASURE SOCIAL BREADTH
Higher The Score, More Heavily The Individual Uses Social Tools…
FIRST CHOICE of
interaction is social
EXPECT creative
social strategies
Embed social tools
HEAVILY in
marketing strategies
ROOKIE KNIGHT WARRIOR TITAN
LOW
FREQUENTLY use
social everyday
ENGAGE heavily
with brands with
social tools
ESTABLISH social
tools & respect
preferences
OCCASIONAL
Social media users
APPRECIATE
branded social
interactions
Incorporate social
but don’t make it the
CENTRAL HOOK
Use Social
RARELY
Prefer OTHER
channels such as
Email, direct mail…
Focus marketing
budgets
ELSEWHERE
MARKETING
TAKEAWAY
DEFINING
BEHAVIOR
01 02 03 04 05 06 07 08 09 10
HIGH
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STEP 2 : MEASURE INFLUENCER SCORE
More Influential That Customer Is, Higher Their Score!
BUYER
EXPLORER
INFLUENCER
Use social to stay in touch
with their favorite brands
Brands should use FB pages,
Twitter accounts, etc. to build
relationship
Strongly consider & use
social tools when buying
Brands should incorporate
ratings, social communities,
to support exploration
Most likely to spread the
word about a product,
offering or brand
Brand should actively
engage, nurture & leverage
this user group for promotion
Scores 50-100
Scores 30-50
Scores 0-30
MARKETING
TAKEAWAY
DEFINING
BEHAVIOR
LOW
HIGH
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TIE IT ALL TOGETHER
Social Breadth scores helps marketers
understand –
How critical is social strategy for your
marketing initiatives?
Where are your customers online?
When are they using social media
during their buying cycle?
ROOKIE KNIGHT WARRIOR TITAN
• WOM branding
• Incentivize for creating
social buzz
• Invite for ratings / review
• Leverage topics of
interests, likes, etc.
EXAMPLES
• Sweepstakes
• Incentives to promote
activity
• Use other channel to
promote social
• Company branding
• Invitations to join social
pages
• Offer redeemable
coupons
• Like / tweet to unlock
offers
• Lesser focus on social
• Better target for email,
website, and other
channels
WHEREare your
customers online?
WHENare they
using social tools?
HOW they engage and
WHAT are they talking
about ?
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TIE IT ALL TOGETHER
Social Influencer scores helps marketers
understand –
What type of social interaction is your
target audience looking for?
Are they influencers, engagers or buyers?
How to best create a strategy that aligns
with your audience
What are they talking about (topics)?
Branded Social Media
PagesEXAMPLES Provide Ratings,
Feedback & Review
Identify & Leverage
Them for WOM
BUYERS EXPLORERS INFLUENCERS
WHEREare your
customers online?
WHENare they
using social tools?
HOW they engage and
WHAT are they talking
about ?
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S.A.M. FRAMEWORK
Understand Your Target
High SB, High Influencer Score
(TITANS & INFLUENCERS)
Low SB, High Influencer Score
(ROOKIES & INFLUENCERS)
High SB, Low Influencer Score
(TITANS & BUYERS)
Low SB, Low Influencer Score)
(ROOKIES & BUYERS)
SO
CIA
L B
RE
AD
TH
SC
OR
E
SOCIAL INFLUENCER SCORE
0
100
10
TIT
AN
WA
RR
IOR
KN
IGH
TR
OO
KIE
BUYER ENGAGER INFLUENCER
A
BD
C
0
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S.A.M. FRAMEWORK
Deliver A Personalized Experience
Invest HEAVILY in social
strategies & nurture this user
group to become BRAND
ADVOCATES
Have a social presence &
PROMOTE WOM through
influencers
Engage BUYERS though fan
pages, groups & community
Dedicate limited
RESOURCES on social &
focus on OTHER CHANNELS
SO
CIA
L B
RE
AD
TH
SC
OR
E
SOCIAL INFLUENCER SCORE
0
100
10
TIT
AN
WA
RR
IOR
KN
IGH
TR
OO
KIE
BUYER EXPLORER INFLUENCER
A
BD
C
0
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CASE STUDY
Global Cosmetic Brand
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BRAND SNAPSHOT
INTRODUCTION
• Leading Cosmetic Brand Extremely Socially Driven
• Sells Through Internet, Franchise Store, Distribution Channels
“NEW PRODUCT LAUNCH” PRIORITIES
• Leverage Existing Fan Base To Drive Traffic And Initial Sales
• Engage New Prospects To Grow Social Traffic
• Identify & Recruit “Influencers” To Promote Brand Advocacy
SALES OBJECTIVE
$21.6 MILLION
YEAR 1
TRAFFIC OBJECTIVE
7.9 MILLION
YEAR 1
REPEAT PURCHASE
13% + RATE
TOP CUSTOMER
30% PURCHASE
Ta
rge
t Retu
rn O
n In
ve
stm
en
t
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• Targeting Social Influencers Allows
For Message Versioning And
Prioritization Of Marketing Efforts
• Develop Dynamic Content Around
Relevant Key Topics And Themes
• Encourage Brand Advocacy For Top
Social Influencers, Efficiently
Expanding The Reach Of The
Marketing Program
IDENTIFY BRAND TARGETS
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FOCUS ON KEY SITES
• Focus marketing programs on Key
Sites that are prevalent for overall
customer base
• Avoid Wasted Budget by
eliminating low indexing sites
• Compliment CRM marketing
efforts with advertising on key sites
as an escalation point
• Focus Community Management
Efforts on key sites to develop an
active, engaged customer base
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TWO SCORES (S.A.M. FRAMEWORK)
SOCIAL BREADTH SCORE
Overall Score To Gauge If Social Media
Plays A Role In A Customer’s Life Cycle
SOCIAL INFLUENCER SCORE
Customer Shares On Social Media And
Others Respond, That’s Influence
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TIE IT ALL TOGETHER
ROOKIE KNIGHT WARRIOR TITAN
>4% of customers
Scores >3 and <6
1.50% of customers
Scores >6 and <8
<1 % of customers
Scores >8
BR
EA
DT
H S
CO
RE
(0-1
0)
>90 % of customers
Scores (1-3
BUYERS EXPLORERS INFLUENCERSINF
LU
EN
CE
R
SC
OR
E (
0-1
00)
80% of customers
Scores (0-30)
12% of customers
Scores (30-50)
8% of customers
Scores (50-100)
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S.A.M. FRAMEWORK
Understand Your Target
High SB, High Influencer Score
(TITANS & INFLUENCERS)
Low SB, High Influencer Score
(ROOKIES & INFLUENCER)
High SB, Low Influencer Score
(TITANS & BUYERS)
Low SB, Low Influencer Score)
(ROOKIES & BUYERS)
SO
CIA
L B
RE
AD
TH
SC
OR
E
SOCIAL INFLUENCER SCORE
TIT
AN
WA
RR
IOR
KN
IGH
TR
OO
KIE
BUYER ENGAGER INFLUENCER
A
BD
C
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S.A.M. FRAMEWORK
Deliver A Personalized Experience
Invest in providing limited time FREE
PRODUCT(S) and in turn request
feedback / review / ratings
Maximize social activity by providing
coupon, discounts & entry to
sweepstakes based on activity
Drive social engagement through
TARGETED SOCIAL CAMPAIGNS
on multiple sites
Dedicate limited RESOURCES on
social & invest more on email, direct
mail, etc.
SO
CIA
L B
RE
AD
TH
SC
OR
E
TIT
AN
WA
RR
IOR
KN
IGH
TR
OO
KIE
BUYER EXPLORER INFLUENCER
A
BD
C
SOCIAL INFLUENCER SCORE
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S.A.M. FRAMEWORK
Measuring Results
500,000 Impressions (Increment)
2% Increase in Sales (Overall)
15K + New users in Fan Base
3% Incremental Social Engagement
100,000 Impressions
4.5% Lift in Sales (For this customer
segment)
20K + Likes / Followers
<2% Social Conversion Rate
Most Email Responses 5.06% Click
through over average
SO
CIA
L B
RE
AD
TH
SC
OR
E
TIT
AN
WA
RR
IOR
KN
IGH
TR
OO
KIE
BUYER EXPLORER INFLUENCER
A
BD
C
SOCIAL INFLUENCER SCORE
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SOCIAL LINKAGE & BEYOND
Takeaway
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DRIVE REACH, RELEVANCE & ADVOCACY
Customer/
Influencer
Profile
Social Site
Targeting
Channel
Targeting
CRM
Integration
Develop
Marketing
Plan/
Spend
Refine/
Optimize
Monitor
Results
FACT #1
Customer Journey is no longer LINEAR
FACT #2
Need for Complete & Accurate Information
to UNIQUELY identify individuals across
channels
FACT #3
Embracing social insight to enrich CRM data
and create an omnichannel strategy is no
longer an OPTION
FACT #4
Integration NOT Isolation is driving
success today
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BEYOND SOCIAL LINKAGE
Predictive Models
Listening Tools
Natural Language Processing
Analyze Behavior And Assess How Likely A Customer Is To Exhibit A Specific Behavior In Order To Improve Marketing Effectiveness
Understand both static preferences and time sensitive customer preferences, behaviors & trends
Incorporate NLP to organize social data and ensure key terms are put into appropriate context/sentiment
SOCIAL LINKAGE
FO
UN
DA
TIO
N
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Execute & Drive
Results
Prioritized Strategic Roadmap
Discovery Session
Connect With Us!
HOW TO ENGAGE?
We’ll schedule a
follow up to
understand your
requirements...
Create a social
linkage roadmap that
makes most sense for
your brand…
Start executing on the
roadmap & drive
success!
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THANK YOU!
Daniel Rubin
Senior Vice President,
Strategy & Insight Group
Harte-Hanks, Inc.
Ken Blake
Senior Vice President,
Analytic Consulting Group
Harte-Hanks, Inc.
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#SocialEngage
Q&A // Submit Your Questions
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#SocialEngage
Q&A // Panelists
Debbie Hauss
Editor-in-Chief
Retail TouchPoints
MODERATOR
Dan Rubin Senior Vice President
Harte-Hanks Strategy & Insight Group
Ken Blake Senior Vice President
Harte-Hanks Analytic Consulting Group
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#SocialEngage
Thanks for attending the webinar!
Download these slides and view the on-demand webcast here:
http://rtou.ch/socialengage