The Many Faces of Your BrandUsing Social Identities to Communicatewith Multiple AudiencesBill Piwonka, VP Marketing, @bpiw...
1
Ronald McDonald and friends for children  2
The Dollar Menu-aire for young adult hipsters    3
Office worker for quick salad sales4
Gaming, videos, toys and characters5
Interactive executions to build out storyline   6
Nutrition and supplier information7
It’s almost like brands have multiple personality disorder…       8
But the truth is that there are many faces to a brand    9
How do you align the right message with the right user? On-site challenges: • Clickstream data can    be unreliable and   ...
Even social platforms do not inform you about your audience                                                  Facebook Insi...
How can we know ourusers better? 12
Meet Ann Smith.She’s a 30 year old outdoor junkie andmother of two. She’s an avidreader, running enthusiast and likes toco...
But what do you knowabout her? Her IP address? Her location (via DNS lookup)? How many times she’s been to your site? Her ...
What can you tell about this shopper?15
The Solution?16
Unfortunately, registration forms aren’t the answer                            Registration       17
Unfortunately, registration forms aren’t the answer                            Registration       18
Social login is the answer                                  Your Site19
Registration using a social identity is                      quick and easySocial Profile                                 ...
Revealing social profile data                                               Get to know Ann.                              ...
Social Profile Data22
What types of data are available?23
Giving you a 360 degree view of Ann Smith                           Basic                         Identity   Ann’s        ...
Centrally stored user data can be put into use                                         Email                              ...
Create targeted segments based on           user attributes                     Create a Segment of UsersLocation         ...
The Many Faces of…27
Dr Pepper ignites engagement for advocates   28
Dr Pepper offers experiences for distinct audiences  29
Sears makes product and gift recommendations for social shoppers                                                       Str...
Sears uses social login to promote community                   Easy account creation with                                 ...
Fox Sports develops a full 360-degree view of their audience     by encouraging social login and account mapping       32
Social sign-on across Fox properties offers fans an             improved user experience      33
Personalization drives ROI and engagement                 Social data impacts ROI for 88% of marketers  34
Understanding the many faces of your brand         has quantifiable benefits               Generate referral traffic      ...
Questions?         Thank you!     bpiwonka@janrain.com      jamie@janrain.com       www.janrain.com36
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The Many Faces of Your Brand

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People connect with your brand in different ways, for different reasons. In order to promote true collaboration in social channels, you need to understand all of the different audiences that you serve, and message to them differently. This session reviews the importance of social identities and how to understand them to promote a mutually beneficial relationship with your customers. More information: http://www.janrain.com.

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  • 1937, Picasso’s Weeping Woman: multiple facets of a face
  • What do you think of when you see this logo?
  • 1937, Picasso’s Weeping Woman: multiple facets of a face
  • Social media is obviously a huge opportunity. Time spent in social media channels continues to grow, and is now the most popular online destination. Even as total time spent on the internet grows, users now spend a quarter of their time online.Source: Nielsen, 2010
  • Thanks to partners like Badgeville, Samsung developed the Samsung Nation, where users are rewarded for participation using game mechanics
  • Let’s take a look at a potential person on your site.Meet Ann Smith.
  • Let’s take a look at a potential person on your site.Meet Ann Smith.
  • Let’s take a look at a potential person on your site.Meet Ann Smith.
  • But, Ann has a problem and so do you.Every engagement point is triggering a registration prompt. If Ann is like 86% of the population, she will very likely leave the website when asked to fill out a registration form. Or she may provide false data.[Sidenote: this data is from annual consumer research conducted by a 3rd party firm – I’m happy to share the full report with you.]
  • But, Ann has a problem and so do you.Every engagement point is triggering a registration prompt. If Ann is like 86% of the population, she will very likely leave the website when asked to fill out a registration form. Or she may provide false data.[Sidenote: this data is from annual consumer research conducted by a 3rd party firm – I’m happy to share the full report with you.]
  • So Ann tries again, using Janrain social login. It turns out that 77% of consumers prefer this over traditional registration.
  • The process is now much easier for Ann since you’re able to pre-fill the registration form for her.
  • As you know, people maintain a wealth of information about themselves on their social networks, from demographics to their interests and hobbies as well as lists of their friends.Because a person’s social network profile is visible and transparent to her friends, she is more likely to keep the information about herself accurate and up-to-date.This social profile data, when accessed with a user’s permission via social login, can provide you with deep insights about your customers or audience.
  • So, what types of data are available? It differs by social network or email provider.Most identity providers pass core demographic information such as email address, name, location, birthdate, gender and a profile photo.Google, Yahoo, Facebook and Windows Live all provide a pre-verified email address for users during the social login process, which eliminates the need to send new users through a complicated email confirmation process and ultimately improves your conversion rates.Facebook supplies rich data on a user’s interests and hobbies to help you improve personalization and targeting, and most of the social networks and email providers pass a user’s social graph or list of friends to help you build community and refer-a-friend programs.
  • By now you’ve learned quite a bit about Ann. Information collected at registration, PLUS because she used social login, you also know her basic social network profile data, who her friends are – her social graph, and her interests.
  • By storing all this information and then using the data to feed other programs and systems such as recommendation and ad serving engines…
  • This is a snapshot of the types of segmentation capabilities Janrain provides.With Janrain Capture, you can dynamically create targeted segments of users based on any number of demographic and psychographic fields, such as a list of your users ages 25-35 located in Oregon whose interests include running and cooking.Quite simply, we are providing a level of sophisticated, powerful segmentation that marketers have never before had.
  • Dr. Pepper Snapple Group uses social registration to capture user’s data and photos to build personalized promotions tailored to the users on DrPepper.com (making them truly feel like “One of a Kind”)
  • No matter how or where fans engage with Dr Pepper, using social login offers a cohesive experience
  • Sears uses social login to drive registration, improve the user experience, and capture data They leverage the open graph to make smart product recommendations as well as gift suggestions for friends
  • Shoppers can easily join the Sears community with social login, complete their public profile and participate
  • SSO also enables the sharing of data and behaviors across the ecosystem of websites to develop more user insights
  • Personalization of the web page results in big improvements in time on site and conversion.A June, 2012 report from Econsultancy and Adobe shows that when social graph data is used to personalize the on-site experience, it is more effective at driving ROI than personal data, user preferences, or even past purchase history.Source:http://econsultancy.com/us/reports/quarterly-digital-intelligence-briefing-personalisation-trust-and-roi
  • As a result, Ann loves her experience, and that translates into real value for you, whether it’s measured through increases in referral traffic, time on site, registration conversion rates, customer growth or other metrics. A deeper understanding of Ann makes this all possible.
  • The Many Faces of Your Brand

    1. 1. The Many Faces of Your BrandUsing Social Identities to Communicatewith Multiple AudiencesBill Piwonka, VP Marketing, @bpiwonkaJamie Beckland, Digital and Social Media Strategist, @BecklandJanrain 0
    2. 2. 1
    3. 3. Ronald McDonald and friends for children 2
    4. 4. The Dollar Menu-aire for young adult hipsters 3
    5. 5. Office worker for quick salad sales4
    6. 6. Gaming, videos, toys and characters5
    7. 7. Interactive executions to build out storyline 6
    8. 8. Nutrition and supplier information7
    9. 9. It’s almost like brands have multiple personality disorder… 8
    10. 10. But the truth is that there are many faces to a brand 9
    11. 11. How do you align the right message with the right user? On-site challenges: • Clickstream data can be unreliable and unstable • Historical transaction data may not be indicative of future intent • Third-party data typically anonymized • Archetypes may be inaccurate 10
    12. 12. Even social platforms do not inform you about your audience Facebook Insights is shallow on audience analysis Twitter does no audience analysis 11
    13. 13. How can we know ourusers better? 12
    14. 14. Meet Ann Smith.She’s a 30 year old outdoor junkie andmother of two. She’s an avidreader, running enthusiast and likes tocook and entertain. She does yoga torelax. 13
    15. 15. But what do you knowabout her? Her IP address? Her location (via DNS lookup)? How many times she’s been to your site? Her favorite pages? How long she visits? … 14
    16. 16. What can you tell about this shopper?15
    17. 17. The Solution?16
    18. 18. Unfortunately, registration forms aren’t the answer Registration 17
    19. 19. Unfortunately, registration forms aren’t the answer Registration 18
    20. 20. Social login is the answer Your Site19
    21. 21. Registration using a social identity is quick and easySocial Profile Your Registration Form Ann Smith Janrain Janrain Marketing Coordinator at Acme Studied Marketing at PSU Smith Lives in Portland, OR Janrain Married to Roger Smith Knows American English, French 519 SW 3rd AvenueFriends Portland Birthday: February 1, 1980 Email: annsmith242@gmail.com OR Address: 519 SW 3rd Avenue 97204 Portland, OR 97204 Phone: 503.243.1176 503.243.1176 annsmith242@gmail.com 20
    22. 22. Revealing social profile data Get to know Ann. • Name • About Me • Gender • Location • Age • Birthday • Status • Time Zone • Photo • Address Meet Ann’s friends and gather the Find out whatsame profile Ann likes.data on each of them. • Music • Movies • Books • Sports • TV • Interests 21
    23. 23. Social Profile Data22
    24. 24. What types of data are available?23
    25. 25. Giving you a 360 degree view of Ann Smith Basic Identity Ann’s Ann’sInterests Friends 24
    26. 26. Centrally stored user data can be put into use Email Ad serving eCommerce Personalization Community Reviews CRM Subscriptions CMS Data Append Other 25
    27. 27. Create targeted segments based on user attributes Create a Segment of UsersLocation Contains Oregon Interests Contains Running, CookingGender Equals Male, Female Full Name: Rick Stephens Full Name: Rick Stephens Full Name: Ann Smith Gender: Male Gender: Male Gender: Female Location: Eugene, Oregon Location: Eugene, Oregon Location: Portland, Oregon Interests: Running, Video Interests: Running, Video Interests: Running, Cooking, Games, Fishing, Cooking Games, Fishing, Cooking Reading, Yoga Full Name: Roger Smith Gender: Male Location: Portland, Oregon Interests: Cooking, Gadgets, Politics, Skiing, Running26
    28. 28. The Many Faces of…27
    29. 29. Dr Pepper ignites engagement for advocates 28
    30. 30. Dr Pepper offers experiences for distinct audiences 29
    31. 31. Sears makes product and gift recommendations for social shoppers Streamlining the account creation processStreamlining the accountcreation process 30
    32. 32. Sears uses social login to promote community Easy account creation with social login31
    33. 33. Fox Sports develops a full 360-degree view of their audience by encouraging social login and account mapping 32
    34. 34. Social sign-on across Fox properties offers fans an improved user experience 33
    35. 35. Personalization drives ROI and engagement Social data impacts ROI for 88% of marketers 34
    36. 36. Understanding the many faces of your brand has quantifiable benefits Generate referral traffic Improve registration conversion Grow customer base Enhance customer intelligence Brand Increase time on site Advocate Boost site engagement Drive return visits 35
    37. 37. Questions? Thank you! bpiwonka@janrain.com jamie@janrain.com www.janrain.com36

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