Ramping Up From 0 – 60 mph To Drive And Measure Social Engagement

614 views

Published on

Are you effectively driving results through social channels? Leading brands are leveraging social business models to break down silos and deliver marketing results.

This webinar maps out the landscape for data-driven marketing, with both traditional and new, innovative strategies.

Highlights include:
- Integrating customer profiles to improve marketing efficiency;
- Targeting shoppers with personalized and highly relevant messaging;
- Enriching social profiles with demographics and preferences; and
- Readjusting data-driven marketing initiatives to improve the customer experience at every touch point.

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
614
On SlideShare
0
From Embeds
0
Number of Embeds
35
Actions
Shares
0
Downloads
13
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Ramping Up From 0 – 60 mph To Drive And Measure Social Engagement

  1. 1. Ramping Up From 0–60 mph To Drive And Measure Social Engagement WEBINAR SPONSORED BY #SocialEngage
  2. 2. Welcome Webinar Attendees #SocialEngage
  3. 3. Follow This Webinar On Twitter #SocialEngage #SocialEngage
  4. 4. About Retail TouchPoints  Launched in 2007  Over 26,000 subscribers  To provide executives with relevant, insightful content across a variety of digital medium Free subscription to our weekly newsletter: WWW.RETAILTOUCHPOINTS.COM/SIGNUP #SocialEngage
  5. 5. Panelists Ken Blake Senior Vice President Harte-Hanks Analytic Consulting Group Dan Rubin Senior Vice President Harte-Hanks Strategy & Insight Group MODERATOR #SocialEngage Debbie Hauss Editor-in-Chief Retail TouchPoints
  6. 6. RAMPING UP FROM 0 – 60 MPH To Drive & Measure Social Engagement Ken Blake, Senior VP, Harte-Hanks Analytic Consulting Group Daniel Rubin, Senior VP, Harte-Hanks Strategy & Insight Group Date 11/20/13 6
  7. 7. AGENDA • • • • • Market Problem Bridging The Gap Social Breadth & Influence Scoring Beyond Social Linkage Case Study – Global Cosmetic Brand 7
  8. 8. A MARKETER’S DILEMMA Today’s Brands Are Struggling To Answer These Questions About Their Target Audience… WHERE are your customers online? HOW do they engage and WHAT are they talking about? WHEN are they using social tools? “More than 75% of people in most developed markets, and even more in emerging markets, use social tools. Instead of asking whether their customers use social, more marketers are asking about how best to interact with them through it.” Forrester Introducing The New Social Technographics, Oct, 2013 8
  9. 9. #1 WHERE ARE YOUR CUSTOMERS ONLINE? To Define This Component, Marketers Need To Understand The Following… - Which social media sites are these customers most active on? Is there a behavioral pattern e.g. Females are more active on Pinterest? How to create a full 360 degree view of a customer? Twitter 5% Users FANS Have Followers Account 4% Facebook 12% user Influencers XX% Other URLs 14% Not Online 17% 9
  10. 10. INCOMPLETE CUSTOMER VIEW Social Elements Are Critical In Creating Rich Customer View… Social Profiles Presence on social sites, reach & depth Segment Customer Value Model and RFM Promotion History # of contacts # click/opens # registrations Web Data Last session, categories/products browsed, number of sessions in past month Purchase History RFM, Categories shopped, 1st purchase, tenure, source of purchase, migration paths, time between purchase, direct vs. indirect channel Primary Email Multiple emails linked to reveal the primary email Influencing Power Friends, Network, Followers, Followed, Topics of Interest, known for, advocates and past engagement Engagement Call center, opt-in, email response 10
  11. 11. INCOMPLETE CUSTOMER VIEW Social Elements Are Critical In Creating Rich Customer View… Web Data Last session, categories/products browsed, number of sessions in past month Social Profiles Presence on social sites, reach & depth Segment Customer Value Model and RFM Purchase History RFM, Categories shopped, 1st purchase, tenure, source of purchase, migration paths, time between purchase, direct vs. indirect channel Primary Email Multiple emails linked to reveal the primary email Influencing Power Friends, Network, Followers, Followed, Topics of Interest, known for, advocates and past engagement Engagement Call center, opt-in, email response 11
  12. 12. INCOMPLETE CUSTOMER VIEW Social Elements Are Critical In Creating Rich Customer View… Web Data Last session, categories/products browsed, number of sessions in past month Social Profiles Presence on social sites, reach & depth Purchase History RFM, Categories shopped, 1st purchase, tenure, source of purchase, migration paths, time between purchase, direct vs. indirect channel Primary Email Multiple emails linked to reveal the primary email Influencing Power Friends, Network, Followers, Followed, Topics of Interest, known for, advocates and past engagement Engagement Call center, opt-in, email response 12
  13. 13. INCOMPLETE CUSTOMER VIEW Social Elements Are Critical In Creating Rich Customer View… Social Profiles Presence on social sites, reach & depth Primary Email Multiple emails linked to reveal the primary email Web Data Last session, categories/products browsed, number of sessions in past month Influencing Power Friends, Network, Followers, Followed, Topics of Interest, known for, advocates and past engagement Engagement Call center, opt-in, email response 13
  14. 14. INCOMPLETE CUSTOMER VIEW Social Elements Are Critical In Creating Rich Customer View… Social Profiles Presence on social sites, reach & depth Primary Email Multiple emails linked to reveal the primary email Influencing Power Friends, Network, Followers, Followed, Topics of Interest, known for, advocates and past engagement Engagement Call center, opt-in, email response 14
  15. 15. INCOMPLETE CUSTOMER VIEW Social Elements Are Critical In Creating Rich Customer View… Social Profiles Presence on social sites, reach & depth Primary Email Multiple emails linked to reveal the primary email Influencing Power Friends, Network, Followers, Followed, Topics of Interest, known for, advocates and past engagement 15
  16. 16. #2 WHEN ARE THEY USING SOCIAL TOOLS? Influence Buying Decision At Every Step, Evaluate At What Touch Points “Social” Plays A Role… CONSIDERATION EVALUATION DISCOVERY PURCHASE ADVOCACY CUSTOMER LIFE CYCLE 16
  17. 17. #3 HOW DO THEY ENGAGE? Measure & Leverage These Two Factors To Develop Contextually Relevant Marketing Strategy… 1) What Topics Attract Them & Do We Know About Their Interests? 2) How Willing & Open Are They Engaging With The Brand Through Social Channels? “Maximize the value of customers by customizing marketing strategy for each customer segment…” “PROFILE TOPICS” Football PRODUCT MANAGEMENT MGMT Design MASHABLE Computers Journalism Business Software COOKING Influencers 17
  18. 18. Structured + Unstructured = A Winning Strategy! BRIDGING THE GAP 18
  19. 19. SOCIAL MEDIA IS NOT A CHOICE! Consumers Share Opinions In Unprecedented Numbers, This Opens Up Huge Opportunity For Marketers… Get Into The MINDSET Of Socially Connected Customers Define Your ONLINE TARGET & Create Smart Social Strategies Engage In Social GROUP INTERACTIONS To Influence Purchases Social Linkage Enhances The Customer Experience 19
  20. 20. HARTE-HANKS SOCIAL LINKAGE Identify Unique Individuals And Capture Their Online Presence Across Multiple Social Sites Name: John Doe Email 1: JohnD@gmail.com Email 2: JDoe@Yahoo.com City: Los Angeles State: California Occupation : Makeup Artist Facebook ID: 123123312 Twitter ID: @JagLover23 LinkedIn ID: 323423423 Influence Score: 55 JohnD@gmail.com JDoe@yahoo.com Social Profiling Process Create customized & relevant communication that aligns with customer segments 360 Complete Profile 20
  21. 21. Two-Tiered Framework SOCIAL LINKAGE AND INFLUENCE MEASUREMENT (S.A.M. FRAMEWORK) 21
  22. 22. TWO SCORES TO CONSIDER SOCIAL BREADTH SCORE SOCIAL INFLUENCER SCORE Overall Score To Gauge If Social Media Plays A Role In A Customer’s Life Cycle Customer Shares On Social Media And Others Respond, That’s Influence 01 10 01 LOW HIGH LOW 100 HIGH How it’s Calculated? How it’s Calculated? “Number of social networks an individual has signed up for…” “Score are derived from combinations of attributes, such as # of social sites a person uses, the ratio of reactions they generate compared to the amount of content they share and so on…” 22
  23. 23. STEP 1 : MEASURE SOCIAL BREADTH Higher The Score, More Heavily The Individual Uses Social Tools… ROOKIE DEFINING BEHAVIOR MARKETING TAKEAWAY KNIGHT WARRIOR TITAN  Use Social RARELY  OCCASIONAL Social media users  FREQUENTLY use social everyday  FIRST CHOICE of interaction is social  Prefer OTHER channels such as Email, direct mail…  APPRECIATE branded social interactions  ENGAGE heavily with brands with social tools  EXPECT creative social strategies  Focus marketing budgets ELSEWHERE  Incorporate social but don’t make it the CENTRAL HOOK  ESTABLISH social tools & respect preferences  Embed social tools HEAVILY in marketing strategies 01 LOW 02 03 04 05 06 07 08 09 10 HIGH 23
  24. 24. STEP 2 : MEASURE INFLUENCER SCORE More Influential That Customer Is, Higher Their Score! INFLUENCER EXPLORER BUYER  Strongly consider & use social tools when buying HIGH  Most likely to spread the word about a product, offering or brand Scores 50-100  Brand should actively engage, nurture & leverage this user group for promotion Scores 30-50  Brands should incorporate ratings, social communities, to support exploration DEFINING BEHAVIOR MARKETING TAKEAWAY  Use social to stay in touch with their favorite brands  Brands should use FB pages, Twitter accounts, etc. to build relationship Scores 0-30 LOW 24
  25. 25. TIE IT ALL TOGETHER WHERE Social Breadth scores helps marketers understand – are your customers online? How critical is social strategy for your marketing initiatives? HOW they WHEN engage and WHAT are they talking about ? are they using social tools? ROOKIE • • EXAMPLES Lesser focus on social Better target for email, website, and other channels Where are your customers online? When are they using social media during their buying cycle? KNIGHT • • • Invitations to join social pages Offer redeemable coupons Like / tweet to unlock offers WARRIOR • • • • Sweepstakes Incentives to promote activity Use other channel to promote social Company branding TITAN • • • • WOM branding Incentivize for creating social buzz Invite for ratings / review Leverage topics of interests, likes, etc. 25
  26. 26. TIE IT ALL TOGETHER WHERE are your customers online? Social Influencer scores helps marketers understand – What type of social interaction is your target audience looking for? HOW they engage and WHAT are they talking about ? WHEN are they using social tools? BUYERS EXAMPLES Branded Social Media Pages Are they influencers, engagers or buyers? How to best create a strategy that aligns with your audience What are they talking about (topics)? EXPLORERS INFLUENCERS Provide Ratings, Feedback & Review Identify & Leverage Them for WOM 26
  27. 27. S.A.M. FRAMEWORK TITAN Understand Your Target A 10 WARRIOR C 0 100 KNIGHT ROOKIE SOCIAL BREADTH SCORE High SB, High Influencer Score (TITANS & INFLUENCERS) High SB, Low Influencer Score (TITANS & BUYERS) Low SB, Low Influencer Score) (ROOKIES & BUYERS) 0 Low SB, High Influencer Score (ROOKIES & INFLUENCERS) D BUYER B ENGAGER SOCIAL INFLUENCER SCORE INFLUENCER 27
  28. 28. S.A.M. FRAMEWORK TITAN Deliver A Personalized Experience Engage BUYERS though fan pages, groups & community WARRIOR 10 100 KNIGHT 0 ROOKIE SOCIAL BREADTH SCORE C Invest HEAVILY in social strategies & nurture this user group to become BRAND A ADVOCATES Dedicate limited D RESOURCES on social & focus on OTHER CHANNELS BUYER 0 Have a social presence & PROMOTE WOM through influencers EXPLORER B INFLUENCER SOCIAL INFLUENCER SCORE 28
  29. 29. Global Cosmetic Brand CASE STUDY 29
  30. 30. BRAND SNAPSHOT INTRODUCTION • Leading Cosmetic Brand Extremely Socially Driven • Sells Through Internet, Franchise Store, Distribution Channels “NEW PRODUCT LAUNCH” PRIORITIES • Leverage Existing Fan Base To Drive Traffic And Initial Sales • Engage New Prospects To Grow Social Traffic • Identify & Recruit “Influencers” To Promote Brand Advocacy TRAFFIC OBJECTIVE REPEAT PURCHASE TOP CUSTOMER $21.6 MILLION YEAR 1 7.9 MILLION YEAR 1 13% + RATE 30% PURCHASE Target Return On Investment SALES OBJECTIVE 30
  31. 31. IDENTIFY BRAND TARGETS • Targeting Social Influencers Allows For Message Versioning And Prioritization Of Marketing Efforts • Develop Dynamic Content Around Relevant Key Topics And Themes • Encourage Brand Advocacy For Top Social Influencers, Efficiently Expanding The Reach Of The Marketing Program 31
  32. 32. FOCUS ON KEY SITES • Focus marketing programs on Key Sites that are prevalent for overall customer base • Avoid Wasted Budget by eliminating low indexing sites • Compliment CRM marketing efforts with advertising on key sites as an escalation point • Focus Community Management Efforts on key sites to develop an active, engaged customer base 32
  33. 33. TWO SCORES (S.A.M. FRAMEWORK) SOCIAL BREADTH SCORE Overall Score To Gauge If Social Media Plays A Role In A Customer’s Life Cycle SOCIAL INFLUENCER SCORE Customer Shares On Social Media And Others Respond, That’s Influence 33
  34. 34. INFLUENCER SCORE (0-100) BREADTH SCORE (0-10) TIE IT ALL TOGETHER ROOKIE >90 % of customers Scores (1-3 BUYERS 80% of customers Scores (0-30) KNIGHT WARRIOR TITAN >4% of customers Scores >3 and <6 1.50% of customers Scores >6 and <8 <1 % of customers Scores >8 EXPLORERS 12% of customers Scores (30-50) INFLUENCERS 8% of customers Scores (50-100) 34
  35. 35. S.A.M. FRAMEWORK High SB, High Influencer Score (TITANS & INFLUENCERS) High SB, Low Influencer Score (TITANS & BUYERS) A WARRIOR C KNIGHT ROOKIE SOCIAL BREADTH SCORE TITAN Understand Your Target Low SB, High Influencer Score (ROOKIES & INFLUENCER) Low SB, Low Influencer Score) (ROOKIES & BUYERS) D BUYER B ENGAGER SOCIAL INFLUENCER SCORE INFLUENCER 35
  36. 36. S.A.M. FRAMEWORK Drive social engagement through TARGETED SOCIAL CAMPAIGNS on multiple sites A WARRIOR C Invest in providing limited time FREE PRODUCT(S) and in turn request feedback / review / ratings KNIGHT ROOKIE SOCIAL BREADTH SCORE TITAN Deliver A Personalized Experience Dedicate limited RESOURCES on social & invest more on email, direct mail, etc. D BUYER Maximize social activity by providing coupon, discounts & entry to sweepstakes based on activity EXPLORER SOCIAL INFLUENCER SCORE B INFLUENCER 36
  37. 37. S.A.M. FRAMEWORK Measuring Results C 2% Increase in Sales (Overall) 15K + New users in Fan Base A WARRIOR 20K + Likes / Followers 500,000 Impressions (Increment) KNIGHT ROOKIE SOCIAL BREADTH SCORE TITAN 4.5% Lift in Sales (For this customer segment) <2% Social Conversion Rate 3% Incremental Social Engagement Most Email Responses 5.06% Click through over average D 100,000 Impressions BUYER EXPLORER SOCIAL INFLUENCER SCORE B INFLUENCER 37
  38. 38. Takeaway SOCIAL LINKAGE & BEYOND 38
  39. 39. DRIVE REACH, RELEVANCE & ADVOCACY Customer/ Influencer Profile Refine/ Optimize Monitor Results FACT #1 Customer Journey is no longer LINEAR Social Site Targeting Channel Targeting Develop Marketing Plan/ Spend CRM Integration FACT #2 Need for Complete & Accurate Information to UNIQUELY identify individuals across channels FACT #3 Embracing social insight to enrich CRM data and create an omnichannel strategy is no longer an OPTION FACT #4 Integration NOT Isolation is driving success today 39
  40. 40. BEYOND SOCIAL LINKAGE Predictive Models Listening Tools Natural Language Processing Analyze Behavior And Assess How Likely A Customer Is To Exhibit A Specific Behavior In Order To Improve Marketing Effectiveness Understand both static preferences and time sensitive customer preferences, behaviors & trends Incorporate NLP to organize social data and ensure key terms are put into appropriate context/sentiment FOUNDATION SOCIAL LINKAGE 40
  41. 41. HOW TO ENGAGE? Connect With Us! contactus@harte-hanks.com Discovery Session We’ll schedule a follow up to understand your requirements... Prioritized Strategic Roadmap Create a social linkage roadmap that makes most sense for your brand… Execute & Drive Results Start executing on the roadmap & drive success! 41
  42. 42. THANK YOU! Ken Blake Senior Vice President, Analytic Consulting Group Harte-Hanks, Inc. ken_blake@harte-hanks.com Daniel Rubin Senior Vice President, Strategy & Insight Group Harte-Hanks, Inc. daniel_rubin@harte-hanks.com 42
  43. 43. Q&A // Submit Your Questions #SocialEngage
  44. 44. Q&A // Panelists Ken Blake Senior Vice President Harte-Hanks Analytic Consulting Group Dan Rubin Senior Vice President Harte-Hanks Strategy & Insight Group MODERATOR #SocialEngage Debbie Hauss Editor-in-Chief Retail TouchPoints
  45. 45. Thanks for attending the webinar! Download these slides and view the on-demand webcast here: http://rtou.ch/socialengage #SocialEngage

×