BrightOn Travel - "Personalisation: Using social to sell more" by Bruce Martin
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Bruce Martin, CEO of social media agency Ginger Juice, emphasised how important social is to every part of the customer journey experience from review and advocacy, to SEO and brand recognition. Bruce encourages interaction between the company and the brand on social channels – because interaction beats one-way broadcast signals and allows you to build a better relationship with customers and key influencers. Active social media presence on relevant platforms helps to increase your brand reach whilst significantly reducing marketing costs such as PPC and Google AdWords. Social signals also give you a real-time insight into a customer’s context and needs. And what better way is there to gather demographic data! Harnessing the power of social data can result in better targeting and personalisation, clear source of social ROI, better use of marketing budget and greater loyalty and advocacy. Bruce’s best practice tips were warmly received by the audience: • Think Context Marketing, not Content Marketing • Interaction beats one-way broadcast messaging • Listen and react to your customers in a public setting • Think Human to Human or ‘H2H’ – not B2C and B2B • Be funny, helpful and an expert in your field • Be brief, with simple call-to-actions • Create ‘scroll-stoppers’ with pictures/graphics
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BrightOn Travel - "Personalisation: Using social to sell more" by Bruce Martin
- 1. Personalisation: Using Social to Sell More Exploring social’s role in the sales process and how to improve conversion by Bruce Martin, Ginger Juice
- 4. Coming up Why Personalisation? Social Media and the Customer Journey Social = Big Data Social Logins Latest Facebook & Twitter Features Best Practice
- 5. Why Personalisation? Consumers have an emotional desire to be seen as unique personalities and to receive a stamp-of-approval for the choices they make
- 6. Why Personalisation? Smart businesses are learning how to deliver relevant messaging at every stage of the customer journey.
- 7. The Customer Journey The customer journey is complex.
- 8. The Customer Journey Customers will probably interact with your brand via many channels over many days.
- 9. Where does social fit in? Social Media effects all parts of the customer journey • Brand awareness • Creates desire • Reputation & credibility • SEO • Web traffic • Lead generation • Experience sharing • Customer service • Review & advocacy
- 10. Where does Social fit in? Google report: Social Media (where active) is a big influencer in Awareness (61%) Also considerable amount of influence on Final Decision to purchase (39%) Source: Google 2013
- 11. Social = Big Data Social media provides you with data on sentiment, preference, and influence in ways that no other data source can.
- 12. Social = Big Data Social data gives you demographics, age, geography, affinity & influence.
- 13. Social = Big Data Social signals give you real-time insight into a customer’s context and needs.
- 14. Social = Big Data Harnessing power of social data can result in: better targeting & personalisation consistent customer experiences clear source of social ROI better use of marketing budget greater loyalty & advocacy
- 15. Social Login Increasingly popular Less hassle for them More data for you
- 16. Social Login “Hi, can we use your Facebook profile to log you in and then customise your experience based on your Facebook data?” The privacy vs convenience trade-off
- 17. Social Login All industries Source: Janrain.com 2014
- 18. Facebook Features Smart Advertising Custom Audiences Re-targeting Lookalikes
- 21. Facebook: Re-targetting Delivers Facebook adverts to only people that have visited a your website or even just a particular page
- 22. Facebook: Lookalikes Creates a custom audience of people similar to your existing audience
- 23. Twitter Targeting Powerful ads platform Micro targeting Twitter Cards search #Brightontravel
- 24. Social Media: Best Practice Social Media creates desire early in the customer journey and removes doubt later on.
- 25. Social Media: Best Practice Good social media results increases: • Brand awareness • Consumer confidence • Credibility • Customer loyalty The quality of your regular social media activity will support your commercial objectives.
- 26. Best Practice Think Context Marketing, not Content Marketing Interaction beats one-way broadcast messaging Listen & react Think H2H, not B2C & B2B Be funny, helpful, expert
- 27. Best Practice: Timing Tweets sent by leading French ski resort – by day & time All very early, on weekdays only
- 28. Post when your customers are online Tweets sent by leading Caribbean Tourism Office All in the afternoon and evening UK time, no weekends
- 29. Best-Practice Be great on a few channels, not weak on many Create scroll-stoppers (still) think mobile Be brief Simple call-to-actions
- 30. Powerful Combo • Personalisation via social data + • Great social activity = Positive effect on entire customer journey Great conversion
- 31. Powerful Combo • Personalisation via social data + • Great social activity = Positive effect on entire customer journey conversion!
- 32. Thank you! @BruceMartin Ginger Juice www.gingerjuice.co.uk
Editor's Notes
- and talk about how many social media channels there are (most of which noone has heard of) Then maybe a few slides like this to (numbers) to show how amazing social media is.
- and talk about how many social media channels there are (most of which noone has heard of) Then maybe a few slides like this to (numbers) to show how amazing social media is.
- Spam is marketing gone wrong
- The customer journey has become incredibly fragmented, moving across various channels and devices, and saturated with more messages than ever. At the same time, customers have been empowered by new technology, increasingly expecting consistent, personal experiences. As a result, it has never been more necessary—yet also so complex—for brands to target and personalize customer messaging. Before making an online purchase decision, a customer may engage with your brand through many different media channels over several days Important to consider today’s customer journey and where social fits in. These days, the customer journey has grown more complex The Customer journey from discovery to purchase is influenced by many factors. Print, TV, Radio, Cinema, Out-Of-Home, Web-search (SEO / PPC), Direct Mail, Travel Agents, Word-Of-Mouth and Social Media For Ski & alpine brands, it’s vital to understand what drives customers to choose the products they do. Why might they choose one ski operator, hotel or resort over another?
- The customer journey has become incredibly fragmented, moving across various channels and devices, and saturated with more messages than ever. At the same time, customers have been empowered by new technology, increasingly expecting consistent, personal experiences. As a result, it has never been more necessary—yet also so complex—for brands to target and personalize customer messaging. Before making an online purchase decision, a customer may engage with your brand through many different media channels over several days Important to consider today’s customer journey and where social fits in. These days, the customer journey has grown more complex The Customer journey from discovery to purchase is influenced by many factors. Print, TV, Radio, Cinema, Out-Of-Home, Web-search (SEO / PPC), Direct Mail, Travel Agents, Word-Of-Mouth and Social Media For Ski & alpine brands, it’s vital to understand what drives customers to choose the products they do. Why might they choose one ski operator, hotel or resort over another?
- Social media is now a very much a part of this complicated marketing mix which effects this customer journey from discovery, through to experience and then finally review & advocacy. Your organisation should be ensuring that social media is having a meaningful effect on every step of this journey