In this one-hour webinar, analysts Andrew Jones and Charlene Li share how insights can be gleaned from social media to: 1) Identify and better understand prospects and customers throughout the customer lifecycle, and 2) Deliver targeted, personalized messages and experiences to them across channels.
Watch the webinar on-demand at: https://www.slideshare.net/Altimeter/webinar-leveraging-social-identity-by-altimeter-group and download the full research report at: http://www.altimetergroup.com/leveraging-social-identity.
10. The Dynamic Customer Journey
Awareness Consideration Intent Purchase Support Loyalty Advocacy
Marketing Sales Customer Service InnovationLoyalty
11. Customer identity is unresolved
“One of the biggest gaps is, how do we
know Bob Smith on Twitter and in CRM are
the same?”
- Kim Matlock, Senior Director of Digital Marketing and CRM,
Hard Rock
12. Ads lack context
“A friend of mine gets Christian Mingle ads,
even though he’s Jewish and married. That
shouldn’t happen. His religion and marital
status are available on Facebook.”
-Bill Piwonka, former VP Marketing Janrain
13. Social Identity – definition
The information about an individual available in
social media, including:
1. Profile data
2. Ongoing social activity
14. Modern Marketing requires us to know
customers in order to engage them with
relevant messages and experiences
15. Customer data and behaviors have
evolved, but so have marketers’ options
24. Some tools allow users to create rules to
identify new opportunities
Oracle SRM, which integrates
directly with Eloqua
25. Some vendors not only help find leads, but
score and nurture them
NextPrinciples integrates with CRM
to track traditional leads in social too
26. Facebook’s Custom or Twitter’s Tailored Audiences
enable (re)targeting of existing contacts
Image source: http://www.stream20.com/social-direct-response-knowing-your-roi-from-your-elbow/
27. Facebook’s Lookalike audiences is similar but
finds new audiences with similar attributes
Image source: http://www.insidefacebook.com/2014/05/27/5-effective-facebook-ad-tools-for-small-businesses/
29. Sales and support reps can benefit from greater
context about individual interactions with tools
like Salesforce’s Social Key
Image source: http://blog.salesloft.com/what-is-social-key
30. AmEx delivers deals, content & experiences
based on Facebook likes and interests
“Link, Like, Love”
31. Capturing & Integrating Social Identity
∙ Vendors leverage Social Identity to provide
value in many different ways
∙ There’s value in integrating Social Identity for
use across channel and departments
32. Capturing Social Identity
1. Direct Association
a. Email search
b Paid matching
2. Social Profiles
a. Contests, etc.
b. Social login
3. Social Signals
a. Explicit actions
b. Text analysis
4. Inference Aggregate analysis
34. Personalization promotes better
relationships
“Research shows that personalization can deliver
five to eight times the ROI on marketing spend,
and lift sales 10% or more.”
- McKinsey, HBR
“When asked to prioritize one capability that will be
most important to their company’s marketing
moving forward, personalization ranked highest.”
- Adobe
35. Interscope Records uses Social Identity
to understand customer interests and
send more relevant emails
36. Interscope Records uses Social Identity
to understand customer interests and
send more relevant emails
1. Match social profiles
to email through social
login
37. Interscope Records uses Social Identity
to understand customer interests and
send more relevant emails
1. Match social profiles
to email through social
login
2. Capture social
signals
• Facebook Likes
• Twitter Follows
• Spotify Listens
• Youtube Views
38. Interscope Records uses Social Identity
to understand customer interests and
send more relevant emails
1. Match social profiles
to email through social
login
Social
scores
Append to email database
2. Capture social
signals
• Facebook Likes
• Twitter Follows
• Spotify Listens
• Youtube Views
40. Targeted Twitter Followers of
• Will.i.am
• Britney Spears
• Lil Wayne
• Diddy
Interscope sees lift in open rates by
targeting with social scores
Semi-targeted Email
Unique Open Rate:
41. Targeted Twitter Followers of
• Will.i.am
• Britney Spears
• Lil Wayne
• Diddy
Interscope sees lift in open rates by
targeting with social scores
Semi-targeted Email
Unique Open Rate: 16%
42. Targeted by:
• “The XX” Social Scores*
• Great Gatsby Social Scores
Combining social scores
for even greater
relevance, open rates
increase 10x
Targeted Email
Unique Open Rate:
*Note: for those unfamiliar, “The XX” is a band
43. Targeted by:
• “The XX” Social Scores*
• Great Gatsby Social Scores
Combining social scores
for even greater
relevance, open rates
increase 10x
Targeted Email
Unique Open Rate:
*Note: for those unfamiliar, “The XX” is a band
66.7%
44. Getting Started
• Start with your challenges and objectives—what is the
best approach and will you need help from a vendor?
• Do you have existing Social Identity data? Where is it,
and how is it used?
• Do you have the right data? If not, would you need
outside help in finding or collecting it?
• Is or will the data be integrated? How?
• Privacy: is there permission, trust, and transparency?
• What does relevance look like to your customers? Will
investment be worth it?
46. Relevance & Diminishing Returns
“We talk a lot about 1:1 marketing, but there’s a
law of diminishing returns. What is relevant? How
unique do we need to be for an individual vs. a
persona or segment?”
- Hayden Mugford, Director, Global 1:1 Marketing
47. We don’t need to know everything, but
wouldn’t it be nice if customer relationships
felt a little more like this again?
48. Thank You
Charlene Li
charlene@altimetergroup.com
@charleneli
Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be
reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The
authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for
interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not
constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising
or product endorsement purposes. The opinions expressed herein are subject to change without notice.
For Slides, send an email to slides@altimetergroup.com
Altimeter Group provides research and advisory for companies
challenged by business disruptions, enabling them to pursue new
opportunities and business models.
Andrew Jones
andrew@altimetergroup.com
@andrewjns
Editor's Notes
It spans different Channels
Devices
Business units
Individuals interact with various Media Types
And consumers are constantly at different stages throughout the sales cycle
When you start multiplying the permutations of where a customer is at a given time, there are thousands of possibilities.
It’s what defines us as individuals in social media – which is quite a large part of our online identity. And because more and more marketing is digital, marketers can’t ignore Social Identity as a means to make customer messaging and experiences more relevant.
Marketers today are using data to deliver the right message, at the right time, in the right channel.
That degree of relevance and personalization starts with knowing prospects and customers better.
As Charlene said, the scale and complexity is challenging, but it’s an opportunity. With such a big digital footprint, we can know customers better than ever. Social isn’t everything, but it’s an increasingly bigger part of digital identity.
This is all explicit information
Also significant implicit information in other posts.
If I post about Germany beating Brazil, it’s implied I like soccer and I’m watching World Cup.
We’ve been talking somewhat abstractly about knowing and engaging customers, but let’s break out some of the tangible benefits.
Leverage influencers who can share your message or product information.
Identify prospects
Use custom audiences to reach target specific groups with different social ads
Reach new audiences similar to existing ones – for example, if you have a group of VIPs that spend a lot of money with you, Facebook will let you target other users with similar attributes.
Nurture leads more effectively, by segmenting customers better for email campaigns, increasing open rates and click-throughs
Display more relevant products or content on your website, to again increase click-throughs, as well as increase the number of people filling out contact forms. One company is actually personalizing the physical products it sends to people based on Social Identity.
Semantic analysis helps identify opportunities – in this case, a complaint about a competitor
Here, the prospect can be sent a link to the website with more information.
Not only can the social ID be tagged as a prospect, but if that visitor fills out the form, then they can be put into an email campaign.
NextPrinciples
NFL.com uses social login and a traditional form to capture user names, birthdays, and favorite NFL team.
Using that information, they personalize the website experience and the emails they send
“American Express delivers deals, content and experiences based on their Facebook likes and interests, as well as the likes and interests of their friends.”
Cardmembers can choose the deals they want and then use their card as they usually do. American Express will send statement credits to their card accounts – no coupons, no print-outs.
For example, if a cardmember "likes" Whole Foods Market on Facebook or has "checked in" on Facebook Places, she may see a Whole Foods Market deal in her dashboard. If her friend has the Fox television show "Glee" as one of her interests on Facebook, she may see an exclusive experience for Glee the 3D Concert Movie on her dashboard. Cardmembers can share deals with friends, choose the deals they want and then use their card as they usually do to claim the offer.
Direct association doesn’t give permission
Social business is maturing at large brands and more departments have gotten involved.
Yet the customer data from customer interactions is rarely being applied to improve engagement in other channels.
In addressing new customer expectations, companies recognize that their messaging and experiences need to be personalized.
In our own research, we found that personalization can drastically impact metrics like open rates, clicks, downloads, time on site and conversions.
This is no surprise – the question is, how do you best do it?
Universal Music Group’s Interscope Records has a great example of how to use the right data to better target and personalize messaging.
First, UMG gets social profiles with social login
Profile: age, gender, location, etc.
Ongoing signals: likes, shares, follows, mentions, etc.
Signals: real-time interests and needs
First, UMG gets social profiles with social login
Profile: age, gender, location, etc.
Ongoing signals: likes, shares, follows, mentions, etc.
Signals: real-time interests and needs