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Does Facebook Know More About Your Audience Than You Do?

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The answer is 'yes,' but with a comprehensive social data management strategy, this can work in your favor. Your customers are willing to share their social profile data. Are you ready to use it? …

The answer is 'yes,' but with a comprehensive social data management strategy, this can work in your favor. Your customers are willing to share their social profile data. Are you ready to use it? Janrain will present current trends in social data, really the next frontier in data, and share case studies from leading brands. Presented at the Data Management Summit by Tore Steen, VP of Business Development at Janrain. More inf: http://www.janrain.com.

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  • Yes, they probably do. Good news is you can easily access this social profile data from networks like Facebook, Twitter, LinkedIn, PayPal, and others
  • Clearly, you already understand the importance of social media in the marketing mix today. Social networks continue to grow and are an important party of your customers’ lives. They have also gathered lots of different information on our customersThis scenario is even more important when we start to consider other social networks….LinkedIn – professional infoPayPal – people buying behaviorsFoursquare – gather location based information on your usersGoogle +
  • Consumer behavior on the social web is also changing.Shares everything with friendsEngages in conversations with brands through various channelsInfluenced by recommendations of othersMultiple web identities for personal, friends, professional The most important of them all is the consumer’s willingness to utilize social identities for convenience and online interaction and to share information about themselves with brands.
  • So, there is a vast amount of information about users that they are willing to share with you about their demographics and their online activities.Sharing of this information benefits both consumers and brands alike. In these exchanges, users sign up faster, tell more friends, love the personalized attention they are now getting andlikely buy more of what you are selling.Brands can enablecost effective word of mouth marketing, improve targeting and campaigns and streamline the customer acquisition process.
  • The breadth of available profile data across the top 10 social networks offers websites a view into their customers like never before.Consumers are showing up at your website with this information in a readily available format
  • But how do you access this data?One of the easiest is to allow Social Login…let your customers bring their existing identity and profile into your experience. Enable the login at the point of conversion (registration, commenting, sharing, reviews)Don’t ask them to fill out yet another registration form or create a new profile.
  • The depth of social data available from social networks is equally vast and impressive.You decide which information is most important and only ask for that profile data.
  • From personalizing content or targeting advertising to suggesting related products or friend recommendations.Amazon has been able to do this for years given they are one large network with lots of data on their users. Now any site can create a more personalized experience based on consumer data readily available.Let’s now look at 3 use cases where Sears is leveraging social profile data
  • Here you can see how Roger Smith’s interest in the movie “The English Patient” from Facebook has triggered a number of related products that he may be interested in buying.When Roger returns to the site the next time and logs in using Janrain Engage, Sears can check to see if there’s any new data that could help make even better recommendations.
  • And, Sears offers a social shopping experience, to leverage social profile data to make product recommendations for individuals, as well as their extended social graphs. Using Janrain Engage allows Sears to pull social profile data on a user’s friends and family, which is something that no recommendation engine could provide.
  • Combine social data with a customer’s online activities to reward them for certain experiences
  • Combining the rich social profile data collected with the consumers site activity and online behaviors is very powerful for the marketer.
  • So everything sounds great but this is complexData is always changing and being updated.Useful only if actionable Relevant only when combined with other data sourcesShare examples from 2 big brands that have leveraged social and activity data in conjunction with Janrain’s user management platform effectively
  • Multiple platforms (shopping cart, blog, contests) feeding 9 different databases and powering over 300 individual sitesUser data, including social data, found in multiple systems (email marketing, CMS, Commenting system, Loyalty sytems,etc)Had unique styling and presentation layers for each of the 300 propertiesMultiple vendors needing access to user data on site pages
  • Deployed Janrain Capture in less than 4 weeks and…Store multiple user identities from various social networksCentralized location for rich user profile and activity dataOn-demand access for personalization of site and campaignsSelectively share profile data with applicationsIntegrate with third party applications, such as email, CRM, CMS, e-commerce
  • Large multi-national with 50+ brandsEach brand has unique campaign user requirementsExisting database vendor had inflexible data import structure and was unable to augment the user’s social identity to the existing recordMillions of existing records to export from existing system
  • Replaced existing user database with Janrain CaptureStore user records and will use the information to run multiple campaigns for over 50+ brandsLeveraging social profile data to respond to customer interests and identify opportunities to reward fansFlexible and customizable system for specific brands and campaigns
  • Discussed the benefits and potential uses of Social Profile Data. Exciting times but also complex. Janrain has been in the online user management space for 5 years solving online identity challenges.Provide user management solutions for brands to:Acquire more users and the social profile data that comes with themEnhance the social experience of users on brand sitesCollect and Leverage social and activity data
  • Transcript

    • 1. Does Facebook Know More About Your Audience Than You Do?
      Tore Steen, VP of Business DevelopmentJanrain – User Management Platform for the Social WebJuly 18, 2011
    • 2. 2
      Social Media is Important
      • Facebook collects over 50 data fields on its users
      • 3. The average social media user has 195 connections
      • 4. Over 500k new Facebook comments in the last 60 seconds
      Sources: InSites Consulting, Gary Hayes’ “Social Media Counts”
    • 5. 3
      Consumer Behavior on the Social Web
      Shares everything with friends
      Engages in conversations with brands
      Influenced by recommendations of others
      Multiple web identities for personal, friends, professional
      Agrees to share profile data to speed login, sharing, and purchasing
    • 6. 4
      Access to Social Data is a Game Changer
      • Create more personalized user experiences
      • 7. Improve targeting and campaigns
      • 8. Streamline acquisition and purchase process
      • 9. Enable cost-effective word of mouth marketing
    • What Types of Data Are Available?
      5
    • 10. Through enabling social login on your website
      During point of conversion (registration, commenting, sharing, reviews)
      User gives permission to access profile data
      Ask for data all at once or through progression of actions on site
      How Do You Access Social Profile Data?
    • 11. 7
      You Decide what Data is most relevant to your business
      Full List of Available Profile Data – www.janrain.com/providerguide
    • 12. 8
      What Can You Do With This Data?
    • 13. 9
      1) Personalize Content
      • Experience is instantly personalized with fresh data
    • 10
      2) Facilitate Social Commerce
      • Personalize product recommendations for the user’s friends
      Make product suggestions for visitor and friends
    • 14. Sears rewards consumer activities on site, which are directly linked to Sears’ customer loyalty program, Shop Your Way Rewards
      11
      3) Build Loyalty Programs and Drive Engagement
    • 15. The New Possible:Building a 360 Degree View
    • 16. 13
      Collect Social Profile Data & Activity Data
      Demographic
      Psychographic
      Location
      Intention
      Activity
      Behavioral
      Product
      Social Graph
    • 17. Data is dynamic
      User profile, interests, professional affiliations, friends list and site activity
      Useful only if accessible and actionable
      Needs to be accessed by multiple platforms and applications e.g. CRM, CMS, eCommerce
      Relevant only when combined with other data sources
      Legacy data, subscription information, merchandising
      Must be easy to collect and store
      14
      Social Data Adds Complexity to Customer Management
    • 18. Challenges:
      Multiple platforms (shopping cart, blog, contest) feeding 9 different databases and over 300 individual sites
      User data, including social data, found in multiple systems (email marketing, CMS, loyalty, commenting, etc)
      Unique styling and presentation layers for each of the 300 properties
      Multiple vendors needing access to user data on site pages
      15
      Case Study: Leading Entertainment Company
    • 19. 16
      Case Study: Leading Entertainment Company
      Solution:
      • Deployed Janrain Capture
      • 20. Stores multiple user identities from various social networks and site activities
      • 21. Centralized location for rich user profile and activity data
      • 22. On-demand access for personalization of site and campaigns
      • 23. Selectively share profile data with applications
      • 24. Integrate with third party applications, such as email, CRM, CMS, e-commerce
    • Challenges:
      Large multi-national with 50+ brands
      Each brand has unique campaign user requirements
      Existing database vendor had inflexible data import structure and was unable to augment the user’s social identity to the existing record
      Millions of existing records to export from existing system
      17
      Case Study: Large Consumer Packaged Goods
    • 25. Case Study: Consumer Packaged Goods
      Solution:
      • Replaced existing user database with Janrain Capture
      • 26. Store user records and will use the information to run multiple campaigns for over 50+ brands
      • 27. Leveraging social profile data to respond to customer interests and identify opportunities to reward fans
      • 28. Flexible and customizable system for specific brands and campaigns
      Legacy Data
      Janrain Capture
      Registration Data
      User Activity Data
    • 29. 19
      Janrain Overview
      Our Partners
      Our Track Record
      • First to introduce turnkey SaaS user management solutions
      • 30. Scaled for sites with millions of users
      • 31. Author of majority of OpenID libraries
      • 32. Founding member of governance foundation
      Our Customers
      Our Company and Solutions
      Core focus on solving online identity and user management challenges since 2005
      Deployed on over 350,000 websites
      Integrated into leading technology platforms
      Based in Portland, OR
    • 33. Thank You!
      Tore Steen
      VP, Business Development
      tore@janrain.com
      www.janrain.com
      @janrain

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