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Just Say Know: Using Multiple Data Sources to Create Truly Useful Content That Delights Customers

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People want useful, relevant, personal and nuanced experiences online. Delivering them requires a deep understanding of your audience, far beyond standard demographics and transcending any individual …

People want useful, relevant, personal and nuanced experiences online. Delivering them requires a deep understanding of your audience, far beyond standard demographics and transcending any individual transaction.

76% of people are willing to share their data with companies with whom they have a relationship. This means the information you need to deliver the right message to the right person at the right time is available to you now. Learn how to collect and utilize it from NY Times best-selling author Jay Baer.

Full webinar recording: http://bit.ly/1cuCt2T
Follow up questions answered by Jay: http://bit.ly/14pU4z9

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  • The information that we maintain within our social network or email identities is known as social profile data, and it includes not only your contact information (such as a verified email address and name) and your demographics (age, gender, location, marital status, political views, relationship status), but also your declared interests – things like your hobbies, your favorite music, movies, books or television shows. As well as your friends lists. And because the information we maintain on our social profiles is transparent to all of our friends on those networks, social profile data is much more accurate and reliable than other types of consumer data. Again, all of this data is explicit, declared information that you can access with permission from a user such as Ann.
  • Lady Gaga – in the top 10 artists for this audience.

Transcript

  • 1. #justsayknow Just Say Know: Using multiple data sources to delight customers with Jay Baer & Jamie Beckland
  • 2. #justsayknow Introduction Jay Baer President Convince & Convert @jaybaer Jamie Beckland VP, Customer Success Janrain, Inc. @Beckland
  • 3. #justsayknow Marketing is Harder Than Ever • Harder Than Yesterday • Way Harder Than Last Year • Ridiculously Harder Than 5 Years Ago • 4 Reasons Why…
  • 4. #justsayknow Your Customers Don’t Trust You • Just 52% of consumers trust business, according to Edelman’s Trust Barometer
  • 5. #justsayknow Your Customers Don’t Trust You Which one thinks you’re lying?
  • 6. #justsayknow Everything is Media • Hard to achieve top-of-mind awareness
  • 7. #justsayknow Convergence of Personal and Commercial
  • 8. #justsayknow Convergence of Personal and Commercial
  • 9. #justsayknow Convergence of Personal and Commercial • You don’t have to be better at marketing than other companies that sell the same stuff • You have to be more interesting to me than my own wife….
  • 10. #justsayknow Create Youtility • Marketing so useful, people would pay for it • Marketing that consumers WANT, rather than marketing that companies think they need • Farming, not hunting
  • 11. #justsayknow Youtility is Born from Relevance
  • 12. #justsayknow Youtility is Born from Relevance Give away knowledge snacks to sell meals down the road
  • 13. #justsayknow Marketing Sideways
  • 14. #justsayknow Marketing Sideways • Give your brand permission to make the story BIGGER
  • 15. #justsayknow Youtility Requires Understanding Customers Better • Women 35-54 • But that’s NOT the whole story….
  • 16. #justsayknow Youtility Requires Understanding Customers Better • Women 35-54 • But that’s NOT the whole story…. • 1/3 bought because they smell nice • 1/3 bought because they look nice (home décor) • 1/3 bought solely as a gift
  • 17. #justsayknow Use Data to Create Delight
  • 18. #justsayknow Use Data to Create Delight
  • 19. #justsayknow Whenever Possible, Talk to Your Customers (and your internal team)
  • 20. #justsayknow Use Social Data to Gather Deep Insights • 76% will share data with companies with whom they have a relationship! • Trust matters • Use data to be relevant, not evil
  • 21. #justsayknow Social Data Covers Many Aspects of Identity
  • 22. #justsayknow Best Practices to Gather Social Data Janrain Case Study 1 • Give to get • Placement and emphasis • Opt in control • Progressive profiling
  • 23. #justsayknow Commenting Login Print Subscriptions Sweepstakes Entries Mobile Registration Customer Service User Generated Content On Site Personalization Ad Segmentation Email Service Provider Website Analytics Sweepstakes Management Subscription Management Architecture Designed to Share Data
  • 24. #justsayknow The Appreciation Engine Applying Social Data in Cross-Channel Marketing Attribute push/syncJanrain Capture Music Interests Email Provider Users Sign In Data Append Service
  • 25. #justsayknow Only the Biggest Fans Get Certain Emails • Watched more than 5 videos in the past month • Follows Lady Gaga on Twitter or Likes Lady Gaga on Facebook • Streamed at least 10 songs in the past 14 days Image: http://stuffboston.com/2010/07/05/photos-lady-gaga-fans-at-td-garden
  • 26. #justsayknow The Process to Remember Data Insights Relevance Useful Delight
  • 27. #justsayknow NEW: The Greatest Love Story Ever Told It’s not easy, but personal and customer relationships are more alike than you think. They start with getting to know each other. Download our ebook to learn more. http://janrain.com/resources/white- papers/ebook-the-greatest-love-story-ever-told
  • 28. #justsayknow Thank you. Jay Baer President Convince & Convert @jaybaer Jamie Beckland VP, Customer Success Janrain, Inc. @Beckland