The document discusses using social identity in modern marketing to enhance customer relationships by understanding their behavior, preferences, and profiles. It outlines strategies such as targeting custom audiences through social ads, identifying prospects, and employing influencers to expand reach. Additionally, it encourages retailers to use real-time insights to personalize interactions and reward customer loyalty.

1. Leverag Socia Identit
t Buil
BETTER
CUSTOMER
RELATIONSHIPS
Modern Marketing requires us to KNOW customers
in order to ENGAGE them most effectively
Transaction
History
Customer
Profile
Relevant
Content
Engage in
Channel
Marketers can use Social Identity
to KNOW customers better
There are 2 parts to Social Identity:
And, use Social Identity to ENGAGE
prospects and customers throughout
the Customer Lifecycle
Identify prospects through keywords, social graph,
and engagement behaviors.
Reach Custom Audiences
Use existing customer records to target segments
with social ads.
Find Lookalike Audiences
Reach new audiences similar to existing customer
segments (e.g. loyal, high spending).
Create “lead scores” based on social actions, then
trigger messaging.
Customize recommendations or products based on
interests and social graph.
Sell and support better with real-time contextual
insight.
Identify customers who may churn and reactivate
previous customers.
Distinguish and reward loyal customers in social
channels.
M.J. and M.K. were tagged in life event
October 20, 2014
M.J. and M.K. were tagged in life event
October 20, 2014
Download the report at:
http://bit.ly/leveraging-social-id-report
1 Socia
PROFILE
2 Ongoin Socia
ACTIVITY
Awarenes
Consideratio
Inten
Purchas
Satisfactio
Loyalt
Advocac
Identify Prospects
Nurture Leads
Personalize Products
Gain Real-Time Insight
Retain and Reactivate
Reward Loyalty
Tap Advocates
Empower advocates sharing their experiences about
your brand or product.
About
Overview
Work and Education
Places You’ve Lived
Contact and Basic
Family and Relationships
Friends
All Friends
Jason Clover
Mariah Blond
Music
Likes
Skills
Top Skills
10 SEO
8 Marketing
15 Social Media
23 PR
Mark Johnson and Mia Klovic
Got Engaged
Mick Oleph listened to St. Vincet on Spotify
Stranged Mercy, St. Vincent
Stranged Mercy, St. Vincent
Like Comment 11 hours ago via Spotify
Jana Linow
Second time today - at Starbucks with
Larisa Johnson
17 hours ago via iPhone
Like Comment 11 hours ago via Spotify
About
Overview
Work and Education
Places You’ve Lived
Contact and Basic
Family and Relationships
Friends
All Friends
Jason Clover
Mariah Blond
Music
Likes
Skills
Top Skills
10 SEO
8 Marketing
15 Social Media
23 PR
Mark Johnson and Mia Klovic
Got Engaged
Mick Oleph listened to St. Vincet on Spotify
Stranged Mercy, St. Vincent
Stranged Mercy, St. Vincent
Like Comment 11 hours ago via Spotify
Jana Linow
Second time today - at Starbucks with
Larisa Johnson
17 hours ago via iPhone
Like Comment 11 hours ago via Spotify
Influencer Leverage Influencers
Engage influencers via relevant topics and
audiences to expand reach.
Marketing
Tools
KNOW
ENGAGE
To learn more about Social Identity — including data capture,
integration, technology, organization, challenges, and more — read
Altimeter Group’s report Leveraging Social Identity: Know and Engage
Customers Better to Build More Valuable Relationships