SOCIAL RELATIONSHIP MARKETING                                Fan Exclusive 15% off HOW O’NEILL HAS MONETIZED ITS SOCIAL RE...
THE KEY TAKEAWAYS    Based on our early experience with social relationship marketing:                          Customers ...
NICE TO MEET YOU!          Daniel Neukomm          Executive Vice President, Strategy          La Jolla Group          • B...
LET’S GET TO KNOW EACH OTHER        YOURPRIMARY JOB FUNCTIONEmail marketing           Is your companyOther digital marketi...
The Worlds Premier ActionSports Licensing Company
O’NEILL CONSUMERS
A KEY ASSET: 380,000 FACEBOOK FANS
OUR SOCIAL RELATIONSHIP MARKETING VISION Monetize our fan base Improve campaign performance through better  targeting C...
COLLECTING AND USING SOCIAL DATA    1) CONNECT                                                  2) TARGET WIDE-SCALE, OPT-...
STEP ONE: COLLECTION                    1. Selected Execution Channels:                                                   ...
FACEBOOK OFFERS                  Drive traffic to                  this offer via Fan                  page wall post     ...
ATTRIBUTES WE CAPTURED                         CAPTURES MY:                         Activities                         Bir...
STEP TWO: CREATE SOCIAL SEGMENTS
NEXT STEP: EXECUTE EMAIL CAMPAIGNS
CAMPAIGN #1: BIRTHDAY OFFERS
CAMPAIGN #2:TARGETING BY CATEGORY ENGAGEMENT                     Target “Yoga”                     products to segment    ...
CAMPAIGN #3:REACH FRIENDS OF SUBSCRIBERS                                  Intelligent                                  fil...
MANAGE OPT-OUTS                                                    Similar process to                                     ...
KEY LESSONS LEARNED Start small – social relationship marketing gets  personal very quickly Don’t reinvent the wheel So...
LET’S DISCUSS THEM Who’s the best person to “own” social  relationship marketing in your organization? What change manag...
OUR NEXT STEPS                  winter         S                         WAVES U                   excitement R           ...
SOCIAL RELATIONSHIP MARKETING WILLDRIVE THE NEXT WAVE OF RELEVANCECustomers are willing toconnect with brands they trust  ...
THANK YOU!!    QUESTIONS?daniel.neukomm@lajollagroup.com
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O'Neill Presentation - eTail East 2012

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With the mainstream adoption of social networking, marketers now have a valuable new source of data about what their customers want: the data those customers share through their social profiles. In this presentation, Daniel Neukomm will describe how O’Neill has been able to move from fans and “likes” to bring social relationship marketing into its email channel. He will provide insights into how social data creates relevance for customer and share O’Neill’s business results.

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  • These are the key takeaways that I’ll be covering in this presentation.
  • O'Neill Presentation - eTail East 2012

    1. 1. SOCIAL RELATIONSHIP MARKETING Fan Exclusive 15% off HOW O’NEILL HAS MONETIZED ITS SOCIAL RELATIONSHIPS ACROSS CHANNELS
    2. 2. THE KEY TAKEAWAYS Based on our early experience with social relationship marketing: Customers are willing to move beyond “likes” to connect with brands they Email marketers are now trust able to use social data for segmentation and targetingSocial profiles containvaluable, actionabledata on whatcustomers want
    3. 3. NICE TO MEET YOU! Daniel Neukomm Executive Vice President, Strategy La Jolla Group • B.A., M.B.A. • 14 years experience in consumer products/retail • Explore new products, markets and processes around our traditional business Contact: daniel.neukomm@lajollagroup.com linkedin.com/in/danielneukomm
    4. 4. LET’S GET TO KNOW EACH OTHER YOURPRIMARY JOB FUNCTIONEmail marketing Is your companyOther digital marketing collecting FacebookSocial media strategy profile data?e-Commerce or websiteAnalytics/ optimization Has your companyCustomer intelligence made use of thatOther profile data?
    5. 5. The Worlds Premier ActionSports Licensing Company
    6. 6. O’NEILL CONSUMERS
    7. 7. A KEY ASSET: 380,000 FACEBOOK FANS
    8. 8. OUR SOCIAL RELATIONSHIP MARKETING VISION Monetize our fan base Improve campaign performance through better targeting Capture customer insights that improve effectiveness of customer acquisition activities across channels
    9. 9. COLLECTING AND USING SOCIAL DATA 1) CONNECT 2) TARGET WIDE-SCALE, OPT-IN GENDER, BIRTHDAY, LIKES, ETC. SOCIAL PROFILE WAREHOUSE 3) EXECUTE EMAIL, SEARCH & OTHER CHANNELS
    10. 10. STEP ONE: COLLECTION 1. Selected Execution Channels: Social-sign on 2. Selected initial campaign type:Exclusive content Discount offer Always On buttons Fan Exclusive 15% off
    11. 11. FACEBOOK OFFERS Drive traffic to this offer via Fan page wall post and email
    12. 12. ATTRIBUTES WE CAPTURED CAPTURES MY: Activities Birthday Education Hometown Interests Likes Location Work history CAPTURES MY FRIENDS’: Activities Interests Likes
    13. 13. STEP TWO: CREATE SOCIAL SEGMENTS
    14. 14. NEXT STEP: EXECUTE EMAIL CAMPAIGNS
    15. 15. CAMPAIGN #1: BIRTHDAY OFFERS
    16. 16. CAMPAIGN #2:TARGETING BY CATEGORY ENGAGEMENT Target “Yoga” products to segment of people who have an interest in “Yoga”
    17. 17. CAMPAIGN #3:REACH FRIENDS OF SUBSCRIBERS Intelligent filter of friends in share dialog Recommend friends who also have an interest in Yoga. Track metrics on sharing/referral traffic, etc.
    18. 18. MANAGE OPT-OUTS Similar process to non-personalized Social Personalization: Learn More | Opt-out email communications
    19. 19. KEY LESSONS LEARNED Start small – social relationship marketing gets personal very quickly Don’t reinvent the wheel Social relationship marketing requires a proactive strategy Full organizational buy-in is critical
    20. 20. LET’S DISCUSS THEM Who’s the best person to “own” social relationship marketing in your organization? What change management tactics have been effective for you in initiatives that cross marketing functions?
    21. 21. OUR NEXT STEPS winter S WAVES U excitement R A POWDERSOCIAL PROFILE F WAREHOUSE I swell R SUMMER CONTINUE EVOLVE EXTEND to a holistic the use of to build our social profile social profile CRM with social data data across warehouse the business
    22. 22. SOCIAL RELATIONSHIP MARKETING WILLDRIVE THE NEXT WAVE OF RELEVANCECustomers are willing toconnect with brands they trust Connect rate from Facebook offerValuable, actionable data onwhat customers want You can get positive results even if you start small, but think about evolution
    23. 23. THANK YOU!! QUESTIONS?daniel.neukomm@lajollagroup.com

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