From Anonymous to Known

588 views

Published on

Vote for this SXSW session now! http://panelpicker.sxsw.com/vote/4570
Imagine: You walk into a conference with thousands of people walking beside you, and no idea who each one is. Is the person to your left your new best friend or arch nemesis?

Social data provides individuals and companies alike with powerful fodder to cultivate a relationship, a mutual understanding, a marketing opportunity. Using this data customizes the user’s participation on-site, so that the person is no longer visitor #29845, but she’s Cindy, who enjoys running, sushi, spending time with her kids and is in financial services.

But, how do we get users to raise their hand and make themselves known? The customer journey from an anonymous to a known user can have multiple steps in the process, and we’ll discuss how to create an effective path. This session will highlight the importance of collecting and mining social data to provide appropriate segmentation groups, widening target markets and the ability to facilitate the development of deeper, progressively growing relationships.

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
588
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Moving a user from anonymous to know is not an overnight event. It take time, cultivation and a strategy.Request a minimum required information to get the user in and registered on siteIncrease information requests as the user continues to participate on site (i.e. entering a contest, requesting mailed collateral, etc.)
  • Moving a user from anonymous to know is not an overnight event. It take time, cultivation and a strategy.Request a minimum required information to get the user in and registered on siteIncrease information requests as the user continues to participate on site (i.e. entering a contest, requesting mailed collateral, etc.)
  • Moving a user from anonymous to know is not an overnight event. It take time, cultivation and a strategy.Request a minimum required information to get the user in and registered on siteIncrease information requests as the user continues to participate on site (i.e. entering a contest, requesting mailed collateral, etc.)
  • From Anonymous to Known

    1. 1. Getting to Know You: From Anonymous to Known User 0 0©2012
    2. 2. First, a Few Questions:• What opportunities have you taken to personalize your customers’ online experience?• How diverse is your audience?• What are your KPIs?• How are you documenting success? 1 1©2012
    3. 3. View of Website Visitors: General Analytics • IP Address • Location • Time on Site • Pages viewed • Visits and Return Visits 2 2©2012
    4. 4. View of Website Visitors: Rich Social Profile Data Ann’s Ann’sInterests Friends 3 3 ©2012
    5. 5. Earning Users’ Valuable Data • Begin a Dialogue • Cultivate and Steward • Request Permission Progressively • Be Transparent 4 4©2012
    6. 6. Digesting and Utilizing Social Data • Segmentation • Rewarding Behavior • Build Advocacy • Improve Conversion 5 5©2012
    7. 7. Rewards for You Improved conversion Enhanced customer intelligence Increased word of mouth marketing More frequent return visits Boost in on-site engagement Rise in referral traffic Drive return visits 6 6©2012

    ×