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Leveraging Social Identity

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Leveraging Social Identity July 10, 2014 Andrew Jones, Analyst Charlene Li, Founder and Analyst


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Table of Contents Why does this matter? Social Identity Definition Use cases Examples Getting Started


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This was once the scale of a customer relationship


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Today it’s not so easy. How do we build one-to-one relationships at scale?


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The Dynamic Customer Journey


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The Dynamic Customer Journey


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The Dynamic Customer Journey


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Marketing Sales Customer Service Innovation The Dynamic Customer Journey Loyalty


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The Dynamic Customer Journey Marketing Sales Customer Service Innovation Loyalty


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The Dynamic Customer Journey Marketing Sales Customer Service Innovation Loyalty


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Customer identity is unresolved “One of the biggest gaps is, how do we know Bob Smith on Twitter and in CRM are the same?” - Kim Matlock, Senior Director of Digital Marketing and CRM, Hard Rock


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Ads lack context “A friend of mine gets Christian Mingle ads, even though he’s Jewish and married. That shouldn’t happen. His religion and marital status are available on Facebook.” -Bill Piwonka, former VP Marketing Janrain


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Social Identity – definition The information about an individual available in social media, including: Profile data Ongoing social activity


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Modern Marketing requires us to know customers in order to engage them with relevant messages and experiences


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Customer data and behaviors have evolved, but so have marketers’ options


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Social profiles contain demographics, contact, friends, interests, skills, and more


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Ongoing activity includes life events, music listens, games played, places visited… …Follows, Shares, Mentions, Retweets, Views, etc.


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Social Identity Provides Multiple Benefits


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Leverage Influencers Identify Prospects Reach Custom Audiences Find Lookalike Audiences Nurture Leads


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Personalize Products Gain Real-time Insight Retain and Reactivate Reward Loyalty Tap Advocates


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Liberty Mutual agents track events that can help build relationships or make sales


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VinTank helps wineries connect with customers and prospects using check-ins & nearby posts


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Purina won my affection with my own dog


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Some tools allow users to create rules to identify new opportunities Oracle SRM, which integrates directly with Eloqua


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Some vendors not only help find leads, but score and nurture them NextPrinciples integrates with CRM to track traditional leads in social too


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Facebook’s Custom or Twitter’s Tailored Audiences enable (re)targeting of existing contacts Image source: http://www.stream20.com/social-direct-response-knowing-your-roi-from-your-elbow/


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Facebook’s Lookalike audiences is similar but finds new audiences with similar attributes Image source: http://www.insidefacebook.com/2014/05/27/5-effective-facebook-ad-tools-for-small-businesses/


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NFL.com personalizes website and emails using social profile data from social login


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Sales and support reps can benefit from greater context about individual interactions with tools like Salesforce’s Social Key Image source: http://blog.salesloft.com/what-is-social-key


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AmEx delivers deals, content & experiences based on Facebook likes and interests “Link, Like, Love”


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Capturing & Integrating Social Identity Vendors leverage Social Identity to provide value in many different ways There’s value in integrating Social Identity for use across channel and departments


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Capturing Social Identity


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SEM Website content Ads: display, retargeting, affiliate Email SMS Integrating Social Identity enables personalization across channels Profile Friends Reviews Comments Location Shares Views Likes


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Personalization promotes better relationships “Research shows that personalization can deliver five to eight times the ROI on marketing spend, and lift sales 10% or more.” - McKinsey, HBR “When asked to prioritize one capability that will be most important to their company’s marketing moving forward, personalization ranked highest.” - Adobe


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Interscope Records uses Social Identity to understand customer interests and send more relevant emails


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Interscope Records uses Social Identity to understand customer interests and send more relevant emails 1. Match social profiles to email through social login


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Interscope Records uses Social Identity to understand customer interests and send more relevant emails 1. Match social profiles to email through social login 2. Capture social signals Facebook Likes Twitter Follows Spotify Listens Youtube Views


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Interscope Records uses Social Identity to understand customer interests and send more relevant emails 1. Match social profiles to email through social login Social scores Append to email database 2. Capture social signals Facebook Likes Twitter Follows Spotify Listens Youtube Views


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Non-Targeted Email Unique Open Rate: “Batch & Blast” Content Heavy, 20+ Promoted Items UMG’s Interscope Records customer email 7%


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Targeted Twitter Followers of Will.i.am Britney Spears Lil Wayne Diddy Interscope sees lift in open rates by targeting with social scores Semi-targeted Email Unique Open Rate:


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Targeted Twitter Followers of Will.i.am Britney Spears Lil Wayne Diddy Interscope sees lift in open rates by targeting with social scores Semi-targeted Email Unique Open Rate: 16%


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Targeted by: “The XX” Social Scores* Great Gatsby Social Scores Combining social scores for even greater relevance, open rates increase 10x Targeted Email Unique Open Rate: *Note: for those unfamiliar, “The XX” is a band


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Targeted by: “The XX” Social Scores* Great Gatsby Social Scores Combining social scores for even greater relevance, open rates increase 10x Targeted Email Unique Open Rate: *Note: for those unfamiliar, “The XX” is a band 66.7%


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Getting Started Start with your challenges and objectives—what is the best approach and will you need help from a vendor? Do you have existing Social Identity data? Where is it, and how is it used? Do you have the right data? If not, would you need outside help in finding or collecting it? Is or will the data be integrated? How? Privacy: is there permission, trust, and transparency? What does relevance look like to your customers? Will investment be worth it?


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Trust: “Can we” vs. “Should we”


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Relevance & Diminishing Returns “We talk a lot about 1:1 marketing, but there’s a law of diminishing returns. What is relevant? How unique do we need to be for an individual vs. a persona or segment?” - Hayden Mugford, Director, Global 1:1 Marketing


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We don’t need to know everything, but wouldn’t it be nice if customer relationships felt a little more like this again?


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Thank You Charlene Li charlene@altimetergroup.com @charleneli Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice. For Slides, send an email to slides@altimetergroup.com Altimeter Group provides research and advisory for companies challenged by business disruptions, enabling them to pursue new opportunities and business models. Andrew Jones andrew@altimetergroup.com @andrewjns


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