Unlocking the World of Audience Relationship Management
Transcript of Unlocking the World of Audience Relationship Management
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Beauty & the GeekUnlocking the World of Audience Relationship Management.
MARIE JOSÉE LAMOTHECHIEF MARKETING OFFICERL’ORÉAL CANADA@MJLamothe
MICHAEL SCISSONSFOUNDER & CEOSYNCAPSE@Scissons
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Reality: The Geek
For most brands, social media isstill in the experimental stage, starting organically and slowly proliferating into core business operations.
More technology exists than marketers can
understand, scale, and implement.
Overall processes are critical yet lacking.
No clear definition among internal ‘owners’ of social - organizational design is
key for success.
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MARKETINGSOCIAL
NETWORKS
Social Remains Disconnected
Marketing must create brand awareness,
preference and sales.
Social must contribute.
PUBLIC
RELATIONS
COMMUNITY MANAGEMENT
CUST
OMER
SE
RVIC
E
ADVERTISING
TECHNOLOGY
BRAND IMPACT
SOCIALMEDIA
: Poor Objectives: Off Message: No Scale: Theoretical: Experimental
SOCIAL
TECHNOLOGY
#FAIL
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MARKETING MEASUREMENT
Bridge the gap by enhancing your capabilities
Marketing must create brand awareness,
preference and sales.
Social must contribute.
PUBLIC RELATIONS
COMMUNITY MANAGEMENT
CUSTOMER SERVICE
ADVERTISING TECHNOLOGY
BUSINESSIMPACT
SOCIALMEDIA
ECOMMERCE
Social Media Capabilities
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Brands must establish marketing process to create tangible business results.
From: A fragmented and annually-based marketing plan with social marketing as a channel.
To: Integrated marketing creating relevant customer connections that result in increased sales and loyalty.
Vision: The Beauty
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We provide technology and consulting that enables brands to profit from social.
2011SOCIAL AS A HOBBY
ChaoticReactive
Consumer In ControlDisconnected and Siloed
Platform-Led KPIs (“Likes”)Community Management
Faux FriendshipsSales-Phobic
2013SOCIAL AS A BUSINESS
SynchronizedProcess-DrivenBrand Sets DirectionConnected and IntegratedBrand-Led KPIsCustomer SegmentationGenuine CommunicationOpen For Business
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L'Oréal Canada Portfolio of Brands
Produits
Professionnels
Produits Grand Public Produits de Luxe
Cosmétique Active
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The Role of Marketing
Deliver optimal levels of reach and frequency with the right message to the right audience
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Marketing AttributionInsights to inform better
marketing and media strategies.
L'Oréal Social Brand Marketing Model
Informed MeasurementMeasure and understand social value
connected to ROI.
Optimized ExecutionApps and media for optimized performance.
Insight Based Planning Leverage social data to drive overall
lifecycle management approach.
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MARKETING PROJECTIONS & BUSINESS CASE
Insight Based Planning: Deliverables
UNDERSTAND THE LANCÔMECONSUMER
LANCÔME CONSUMER
SEGMENTATION
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CUSTOMERCARE
LOYALTY
GROWTH
GR
OW
TH
INVESTMENT
Insight Based Planning
Insight based planning leverages the unique data in
social media tocreate an informed
communication plan.
Plot spend for desired brand outcomes based on industry
benchmarks.
Outcome projections set targets for benchmarks and
leading indicators of marketing performance.
Paid Social AdsTargeted ContentFacebook Environment
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Insight Based Planning
Insight based planning leverages the unique data in
social media tocreate an informed
communication plan.
Plot spend for desired brand outcomes based on industry
benchmarks.
Outcome projections set targets for benchmarks and
leading indicators of marketing performance.
Colour
Trial
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Insight Based Planning
We identified 125 micro targets to drive increased relevancy among on consumers.
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Insight Based Planning
Insight based planning leverages the unique data in
social media tocreate an informed
communication plan.
Plot spend levels for desired brand outcomes based on
industry benchmarks.
Outcome projections set targets for benchmarks and
leading indicators of marketing performance.
Reach. Frequency. Impact Goals.
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Optimized Execution: Deliverables
CREATIVELINKED TO BRAND
OBJECTIVES & LIFECYCLE
EFFECTIVEMANAGEMENT OF
INVESTMENT
CONTINUOUS IMPROVEMENT
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Optimized Execution
Creative
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Case: Optimized Execution
Result: 4,000 variations delivering against 140 micro-targets.
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Case: Optimized Execution
Before Syncapse Approach After Syncapse Approach
Result: 50%+ Increase in Media Efficiency.
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Informed Marketing Measurement: Deliverables
GREAT DASHBOARDSIMPLIFIES PERSPECTIVE
ON SUCCESS
EXPAND KNOWLEDGEOF THE CONSUMER
HIGH QUALITYREPORTING
- TEMPLATED ANDAFFORDABLE
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Ad Dashboard
What we track: Reach, Frequency & Actions
Real time actionable results
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Performance Dashboard
TO UNDERSTAND:
The impact and effectiveness of Paid and Owned content and improve results in real time
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Key Consumer Learning
MASSbroadcasting, learning derived
from overall response
SEGMENTEDclusters, learning derived from surveys,
models and segment response
INDIVIDUALpersonalized, learning derived
from individual interaction
Result: Segmented Customer Insight
Mass Learning:Friends of fans highly
responsive and represented 56% of
new fans.
Segmented Learning: English speaking Women,
Ages 55 - 65, were the most engaged segment with an Action Rate of
124%.
Individual Learning:Those with shopping
behaviours were the most costly.
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Marketing ROI & Attribution
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OBJECTIVE DESIRED RESULT
Relevant Cost-EffectiveReach & Frequency
Reach the Right People
Awareness, Recall, Trial
Find New Customers, Increase Spend of Customers
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Results: Q4 Lancôme
TOTAL IMPRESSIONS (PAID & EARNED)
181,409,962EST. AVERAGE FREQUENCY
5+$48,000MEDIA INVESTMENT
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Results: Earned Media | 2012 Biggest Picture
LANCÔME $65K
TOTAL L’OREAL CANADA$1.4M+
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Lancôme Canada Fan Growth
Fan Growth
78kfans
September 1, 2012
145kfans
December 31, 2012
53%Growth
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Why Fans Matter
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How Lancôme Compares
$227
$144
$128
$159
$122
$202
$107
$199
$87
$128
$89
$98
$85
$79
$101
$100
AVERAGE SPEND $ MEAN (INCLUDING 0)
FAN
NON-FAN
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Advice on Success
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JANUARY
30
APRIL
30Getting started
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MARIE JOSÉE LAMOTHECHIEF MARKETING OFFICERL’ORÉAL CANADA@MJLamothe
MICHAEL SCISSONSFOUNDER & CEOSYNCAPSE@Scissons
Thank-You