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
[email protected] 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: [email protected]: @vsoderaDirect: 510.919.6221
Confidential10/7/2010
Phil DavisGeneral Manager
Email: [email protected]: @PhilDavis1966Direct: 224.456.2300
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