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  • 08/12/10
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Transcript

  • 1. Digital Innovation Day Engauge | Rapleaf Customer Enrichment, Acquisition, and Personalization Strategies with Rapleaf October 7, 2010
  • 2. Rapleaf | Profile NASCAR Fan Food Network Fan I Like cats
    • 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 , CA Sales Offices: New York, NY Chicago, IL Confidential RAPLEAF | MARKETING DATA | ENRICH RELATIONSHIPS | CUSTOMER ACQUISITION | TARGETED DISPLAY | PERSONALIZATION 10/7/2010
  • 3. Rapleaf| The Ecosystem Online Offline Social Networks Business Networks Location Based Services Blogging / Microblogging Media Sites Commerce / News Sites Partner Monitoring / Listening Partner SM Content Platforms RAPLEAF | MARKETING DATA | ENRICH RELATIONSHIPS | CUSTOMER ACQUISITION | TARGETED DISPLAY [email_address] Confidential Traditional Data and Marketing Companies
  • 4. Marketing Data | Have 'Hand' in Transparency 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. Confidential 10/7/2010 RAPLEAF | MARKETING DATA | ENRICH RELATIONSHIPS | CUSTOMER ACQUISITION | TARGETED DISPLAY | PERSONALIZATION Who What Where Whom Weight With Customer
  • 5. Marketing Data | Process Flow
    • 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
    Confidential 10/7/2010 RAPLEAF | MARKETING DATA | ENRICH RELATIONSHIPS | CUSTOMER ACQUISITION | TARGETED DISPLAY | PERSONALIZATION
  • 6.
      • Socialize CRM
      • Discover which customers use social media and see what they say
      • Boost Loyalty, Word-of-Mouth, and Influencer Marketing
      • Identify influential customers and reward them with VIP service
      • Personalize Interactions
      • Improve engagements by understanding customer interests
    $$
      • Build an Integrated Marketing Program
      • Engage customers via direct, online, and social media marketing
      • Measure Social Media ROI
      • See if social media campaigns are growing your customer base and see how many fans are actual customers
      • Increase Offer Relevancy
      • Send email, online, and direct mail offers based on purchase behavior and interests
    Enrich Relationships | Boost Action & Engagement Confidential 10/7/2010 RAPLEAF | MARKETING DATA | ENRICH RELATIONSHIPS | CUSTOMER ACQUISITION | TARGETED DISPLAY | PERSONALIZATION $$
  • 7. Customer Acquisition | Offline & Online Boost spend efficiency Increase brand visibility Improve effectiveness Reach your ideal audience online and off Direct Mail Targeted 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
    Confidential 10/7/2010 RAPLEAF | MARKETING DATA | ENRICH RELATIONSHIPS | CUSTOMER ACQUISITION | TARGETED DISPLAY | PERSONALIZATION
  • 8.
    • 100+ million users
    • 15,000+ sites
    • 75 billion monthly impressions
    1) Existing customers and prospects 2) Existing social media fans and followers 3) “Look-alike” consumer models 4) Friends of existing customers or fans 5) 400+ standardized segments (demographics, lifestyle, financial, in-market, lead scores, etc) Targeted Display | Ideal Acquisition Solution Confidential 10/7/2010 RAPLEAF | MARKETING DATA | ENRICH RELATIONSHIPS | CUSTOMER ACQUISITION | TARGETED DISPLAY | PERSONALIZATION Connect with the Right People Our Online Network All IAB Media Standards Supported
  • 9.
    • 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
    Targeted Display | Bulls-Eye Level Precision Confidential 10/7/2010 RAPLEAF | MARKETING DATA | ENRICH RELATIONSHIPS | CUSTOMER ACQUISITION | TARGETED DISPLAY | PERSONALIZATION
  • 10. Personalization | Relevance is Key Confidential 10/7/2010 RAPLEAF | MARKETING DATA | ENRICH RELATIONSHIPS | CUSTOMER ACQUISITION | TARGETED DISPLAY | PERSONALIZATION
      • Gain Conversion Insights
    Rapleaf Data 27 / M / New York Tech, Social Media Young Digerati (Non-PII) Cookie
      • Optimize Website Content:
      • - Demographics
      • - Interests
      • - Influence
      • - 3 rd Party Data
      • Display Relevant Landing Pages
      • Protect Users' Privacy
  • 11. Questions? Please contact: Vivek Sodera Co-Founder / Business Development Email: [email_address] Twitter: @vsodera Direct: 510.919.6221 Confidential 10/7/2010 Phil Davis General Manager Email: [email_address] Twitter: @PhilDavis1966 Direct: 224.456.2300