Social Marketing: Insight and Response

SOCIAL MARKETING: INSIGHT AND RESPONSE

Michael Lummus @lummusm

Digital Marketing Solutions Manager

Teradata Applications

Agenda

Today’s Social Marketing Landscape Social Data Integration: Use Cases

> Analytics

> Campaigns

> Personalized Content How Teradata Can Help

Duke U. / AMA CMO Survey Response of 468 senior marketing leaders, 2012

The Evolving Social Landscape

Which other brands do my customers shop?

Do consumers who like me on Facebook buy more?

What about consumer privacy?

How can social media help me better understand my

customers?

How can I connect my customers’ offline and

social profiles?

Is social data relevant?

The Progression of Social Strategy

2008 - Social Media Content

2009 - Social Content Analytics

2010 - Social Listening

2011 – Social Customer Service

2012 – Social Website Integration

2013 – Enterprise Social Integration

1. Relate to real customers 2. Relate to real financials

Today’s Social Marketing Landscape

Uses

Discovery Analytics

Modeling

Segmentation

Personalization

Availability

Public

Permissioned

Types

Attributes

Preferences

Behaviors

Connections

Listening Publishing Reviews Games Service

“Social CRM is the customer intelligence professional’s mandate because it is about connecting social media to the customer database and informing customer strategy through this information.”

SO

CIA

L C

RM

Ads

SO

CIA

L D

ATA

A

PP

S

What Social CRM Means to Social Intelligence, Forrester Research

EXISTING CUSTOMER DATA

Name: Mark E. Johnson Address: 150 Main, San Diego, CA Phone: 575-444-8588 Responds to: Direct mail, email RFM: No recent purchase, low frequency, high value Opted into: Email and mobile communications

CONSISTENT TREATMENT ACROSS CHANNELS

ENHANCED UNDERSTANDING OF PREFERENCES AND BEHAVIOR

MORE RELEVANT AND INTERACTIVE CUSTOMER EXPERIENCE

SOCIAL DATA

Name: Mark Johnson Location: San Diego, CA Birthday: June 21, 1966 Email: [email protected] Interests: LA Kings, Formula One, marketing Activities: Biking, Crossfit Follows: GigaOM, Fast Company

Agenda


> Analytics

> Campaigns


Segment or populate dynamic content

based on brand or product preference

Better understand

customer psychographics

Inform media spend

Identify predictive purchase indicators

Brands “Liked”

Media “Liked”

Segment A

Segment B

Segment A

Segment B

Discover Social Preferences

Social Listening: Identify leads, resolve issues, capture opportunities

Social Network and Influencer Analytics

• Identify interconnectivity among customers and prospects

• Evaluate true reach and network segmentation

• Detect communities of consumers with similar profiles or behavioral patterns

• Build next-generation influencer models based on events and revenue impact

Attribution is becoming an enterprise cross-channel function designed to deliver a single version of truth.

Social interactions should be included in attribution strategies to measure the return on social investments.

Social-Powered Campaigns

Triggered by birthday

Team based on location or “like”

Uses recipient’s name

Above data available from

the social profile

Sources: Destination CRM, Social Data Redefines Marketing; Anand Patel, The NFL Truly Personalizes Email Marketing

Tailor offer based on past responses

Integrated content drives fresh relevance.

Customer Reviews

Include peer product reviews in email messages

Theoretical Example Sources: Destination CRM, Social Data Redefines Marketing; Anand Patel, The NFL Truly Personalizes Email Marketing


Twitter Feed

Feature latest Tweets in emails to encourage Twitter follows and deliver fresh content



Product Recommendations

Feature popular items in emails to encourage brand affinity and sales


The Result?

• Customer Database

• Website

• Customer Social Profile • Brand Social Profile

• Product Reviews

Highly relevant and personal messaging through integrated cross-channel data sources.


Samsung developed data-driven email campaigns based on social login data with outstanding results:

34% more likely to open

63% more likely to click

Samsung’s Social-Powered Email

than comparable campaigns to non-social recipients

Cookie Targeting

Facebook Exchange

(FBX)

Retargeting

Cookies

Facebook Ad Targeting

CRM Targeting

Custom

Audiences

Cross-sell

Email, Phone, Facebook ID

Content Targeting

Targeting

Specs

General

Social Attributes

Prospect Targeting

Lookalike Audiences

Acquisition

Email, Phone, Facebook ID

Crit

eria

U

sag

e

Featu

re

Use campaign management tools to target, reach and engage users in Facebook

We Know:

• Browsing for coffee products in session

• Male, age 30

• Previously purchased mid-priced appliance

• Marketing goal of maximize revenue

Kobrax

We Know:


• Male, age 30



Starbucks

Farmers Markets

Kobrax

We Know:


• Male, age 30



from those who opted in via Facebook application than customers who did not.

Customers who were exposed to products that their friends and peers endorsed were more likely to make incremental purchases.

Sources: Social Amp; Direct Marketing Association, Big Data Impact on Marketing Organizations

47% more spend per customer – online retailer

88% of marketers using social data for web personalization say it has a high impact on ROI and engagement.

Agenda


> Analytics

> Campaigns


• Web application that extracts user data from social networks

• Data can be integrated with any 3rd party application • (out of the box

integration with Customer Interaction Manager)

• Supported networks:

• Facebook today

• More to follow

Teradata Social Adapter

Social Adapter: How it Works

38

Customer logs in to website or adds app with Facebook account

Opt-in permission granted to brand to access Facebook profile

Permission is leveraged to retrieve profile information

Profile information loaded into customer database

AUDIO & VIDEO IMAGES TEXT WEB & SOCIAL MACHINE LOGS CRM SCM ERP

Social and the Teradata Unified Data Architecture

DISCOVERY

PLATFORM

CAPTURE| STORE | REFINE

INTEGRATED

DATA WAREHOUSE

Aster Teradata

Connector

Campaign Management Digital Messaging

Real-time Interaction

Act Optimize Deliver

Applications

Teradata Social

Adapter

Attensity Social

Media Pipeline

Social Attribution

Text Analytics

Influencer Modeling

Network Analysis

Propensity Modeling

• Integration of social content feeds in email messages

• Opt-in to email communications within Facebook pages

• Share2Social for recipients to easily share email content to social media

Digital Messaging Center: Social Functionality

1. Inventory your current situation – tools, accounts, opt-in bases and data

2. Define clear objectives and use cases that inform the integrated data strategy

3. Invest in opt-in programs that drive deep social insights

4. Begin to source and integrate social data into your data warehousing, analytics and campaign management environments

5. Leverage existing programs and campaigns to test and iterate, then expand to new programs

What do you do next?

How LinkedIn uses deep analytics to drive marketing: http://www.asterdata.com/linkedin.php

Social Data at Work White Paper

Beyond Surface-Level Social Media White Paper

PARTNERS Mobile App

InfoHub Kiosks

teradata-partners.com

Twitter: @

Email:

[email protected]

lummusm

Social Marketing: Insight and Response

Business

Transcript of Social Marketing: Insight and Response