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[Slides] Leveraging Social Identity, by Altimeter Group

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In this one-hour webinar, analysts Andrew Jones and Charlene Li share how insights can be gleaned from social media to: 1) Identify and better understand prospects and customers throughout the …

In this one-hour webinar, analysts Andrew Jones and Charlene Li share how insights can be gleaned from social media to: 1) Identify and better understand prospects and customers throughout the customer lifecycle, and 2) Deliver targeted, personalized messages and experiences to them across channels.

Watch the webinar on-demand at: https://www.slideshare.net/Altimeter/webinar-leveraging-social-identity-by-altimeter-group and download the full research report at: http://www.altimetergroup.com/leveraging-social-identity.

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  • It spans different Channels
  • Devices
  • Business units
  • Individuals interact with various Media Types
  • And consumers are constantly at different stages throughout the sales cycle

    When you start multiplying the permutations of where a customer is at a given time, there are thousands of possibilities.
  • It’s what defines us as individuals in social media – which is quite a large part of our online identity. And because more and more marketing is digital, marketers can’t ignore Social Identity as a means to make customer messaging and experiences more relevant.
  • Marketers today are using data to deliver the right message, at the right time, in the right channel.

    That degree of relevance and personalization starts with knowing prospects and customers better.
  • As Charlene said, the scale and complexity is challenging, but it’s an opportunity. With such a big digital footprint, we can know customers better than ever. Social isn’t everything, but it’s an increasingly bigger part of digital identity.
  • This is all explicit information
    Also significant implicit information in other posts.
    If I post about Germany beating Brazil, it’s implied I like soccer and I’m watching World Cup.
  • We’ve been talking somewhat abstractly about knowing and engaging customers, but let’s break out some of the tangible benefits.
  • Leverage influencers who can share your message or product information.
    Identify prospects
    Use custom audiences to reach target specific groups with different social ads
    Reach new audiences similar to existing ones – for example, if you have a group of VIPs that spend a lot of money with you, Facebook will let you target other users with similar attributes.
    Nurture leads more effectively, by segmenting customers better for email campaigns, increasing open rates and click-throughs
    Display more relevant products or content on your website, to again increase click-throughs, as well as increase the number of people filling out contact forms. One company is actually personalizing the physical products it sends to people based on Social Identity.
  • Semantic analysis helps identify opportunities – in this case, a complaint about a competitor

    Here, the prospect can be sent a link to the website with more information.

    Not only can the social ID be tagged as a prospect, but if that visitor fills out the form, then they can be put into an email campaign.
  • NextPrinciples
  • NFL.com uses social login and a traditional form to capture user names, birthdays, and favorite NFL team.

    Using that information, they personalize the website experience and the emails they send
  • “American Express delivers deals, content and experiences based on their Facebook likes and interests, as well as the likes and interests of their friends.”

    Cardmembers can choose the deals they want and then use their card as they usually do. American Express will send statement credits to their card accounts – no coupons, no print-outs.
    For example, if a cardmember "likes" Whole Foods Market on Facebook or has "checked in" on Facebook Places, she may see a Whole Foods Market deal in her dashboard. If her friend has the Fox television show "Glee" as one of her interests on Facebook, she may see an exclusive experience for Glee the 3D Concert Movie on her dashboard. Cardmembers can share deals with friends, choose the deals they want and then use their card as they usually do to claim the offer.
  • Direct association doesn’t give permission
  • Social business is maturing at large brands and more departments have gotten involved.
    Yet the customer data from customer interactions is rarely being applied to improve engagement in other channels.
  • In addressing new customer expectations, companies recognize that their messaging and experiences need to be personalized.
     
    In our own research, we found that personalization can drastically impact metrics like open rates, clicks, downloads, time on site and conversions.

    This is no surprise – the question is, how do you best do it?
  • Universal Music Group’s Interscope Records has a great example of how to use the right data to better target and personalize messaging.
  • First, UMG gets social profiles with social login
    Profile: age, gender, location, etc.
  • Ongoing signals: likes, shares, follows, mentions, etc.
    Signals: real-time interests and needs
  • First, UMG gets social profiles with social login
    Profile: age, gender, location, etc.

    Ongoing signals: likes, shares, follows, mentions, etc.
    Signals: real-time interests and needs