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Discover New Insights to Drive Customer Engagement
This document discusses driving personalized engagement with Facebook. It begins by providing the hashtag #SAPFB and links to additional resources such as a website, white paper, infographic, and webinar. It then encourages following the webcast on Twitter and provides relevant Twitter handles. It provides background on Retail TouchPoints, noting it was launched in 2007 and has over 30,000 subscribers. It introduces the panelists for the webcast. The main document discusses how digital channels present opportunities for retailers to engage consumers but retailers are not taking full advantage of these opportunities. It notes the issues are that retailers don't fully understand digital's influence on the consumer journey and don't have strong measures in place to define digital strategy success because
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Discover New Insights to Drive Customer Engagement
- 1. Driving Personalized Engagement With Facebook #SAPFB
- 2. #SAPFB On24 Presenta1on Slide Deck • Website link • White Paper • Interac1ve Infographic • Webinar
- 3. #SAPFB Follow The Webcast On TwiCer #SAPFB @RTouchPoints @SAP_Retail @rsrresearch @facebook
- 4. #SAPFB About Retail TouchPoints ü Launched in 2007 ü Over 30,000 subscribers ü To provide executives with relevant, insightful content across a variety of digital medium
- 5. #SAPFB Panelists Debbie Hauss Editor-‐ In-‐ Chief Retail TouchPoints MODERATOR Ravi Adusumilli Head of Enterprise Partnerships Facebook Nikki Baird Managing Partner Retail Systems Research Markus Semar Industry Solu1on Trading, Retail Division SAP
- 6. Digital, Personal, Contextual: TheRetail Marketing Challenge NIKKI BAIRD MANAGING PARTNER APRIL 2015
- 7. Contents • Retailers recognizethat digital is an important source of growth • But they are horrible at taking advantage of the opportunities that digital channels present them for engaging consumers • The issue is two-fold: • They don’t fully understand digital’s influence over the consumer journey • They don’t have strong measures in place – because they don’t have the right technology to support a digital strategy 7
- 8. Retailers’ Top 3Growth Strategies For 2015: 8 #1: Digital presence to augment our stores #2: More physical stores in existing geographies #3: Generate more sales in existing markets
- 9. Too Bad They’reNo Good At Reaching Customers: 1/3 Agree: My company knows who our best shoppers are <1/4 Agree: My company is proficient at targeted marketing 9
- 10. The Challenges AreUnsurprising: 10
- 11. 11 Retailers believe anywhere from50-80% of sales are influenced by digital. But survey respondents report that only ~25% of overall marketing results can be attributed to digital marketing.
- 12. Retailer Priorities forDigital: 12 Turn customers into advocates Leverage new sources of data (social) to meet customer needs More effective targeting based on customer insights Drive in-store traffic More effective targeting based on customer behavior Drive sales through engagement
- 13. 13 35% of RetailWinners say they are not spending enough digital marketing time on engaging with customers or acquiring new ones.
- 14. Lack Of MeasuresIs A Barrier 14 Top 3 Digital Challenges: #1: Measuring the effectiveness of different marketing tactics #2: Knowing which tactics work best in which channels #3: Understanding how different segments engage with us
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- 16. Summing It Up • Retailers recognize that digital is an important source of growth • But they are horrible at taking advantage of the opportunities that digital channels present them for engaging consumers • The issue is two-fold: • They don’t fully understand digital’s influence over the consumer journe 16 • Retailers recognize that digital is an important source of growth • But they need to get more targeted in how they engage with consumers • They need digital initiatives that: • Help them understand how digital influences the customer path to purchase • Help them identify the right measures to use when defining engagement success
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- 18. April 2015 @Webinar US | SAP hybris Marketing & Facebook The Data Driven Customer Experience Markus Semar, Michael Rey Ravi Adusumilli
- 19. © 2015 SAPSE or an SAP affiliate company. All rights reserved. 19 LEGAL DISCLAIMER The information in this presentation is confidential and proprietary to SAP and may not be disclosed without the permission of SAP. This presentation is not subject to your license agreement or any other service or subscription agreement with SAP. SAP has no obligation to pursue any course of business outlined in this document or any related presentation, or to develop or release any functionality mentioned therein. This document, or any related presentation and SAP's strategy and possible future developments, products and or platforms directions and functionality are all subject to change and may be changed by SAP at any time for any reason without notice. The information in this document is not a commitment, promise or legal obligation to deliver any material, code or functionality. This document is provided without a warranty of any kind, either express or implied, including but not limited to, the implied warranties of merchantability, fitness for a particular purpose, or non-infringement. This document is for informational purposes and may not be incorporated into a contract. SAP assumes no responsibility for errors or omissions in this document, except if such damages were caused by SAP´s willful misconduct or gross negligence. All forward-looking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations. Readers are cautioned not to place undue reliance on these forward-looking statements, which speak only as of their dates, and they should not be relied upon in making purchasing decisions.
- 20. © 2015 SAPSE or an SAP affiliate company. All rights reserved. 20 Ravi Adusumilli, Head of Enterprise Partnerships, Facebook
- 21. © 2015 SAPSE or an SAP affiliate company. All rights reserved. 21 Markus Semar, Solution Manager for Social Products @ SAP
- 22. © 2015 SAPSE or an SAP affiliate company. All rights reserved. 22 Michael Rey, Product Manager hybris Marketing
- 23.
- 24. © 2015 SAPSE or an SAP affiliate company. All rights reserved. 24 SAP HYBRIS MARKETING Insights Agility Experience Develop a deeper understanding of your customers and prospects, understand the real-time intend of each of them. React quickly to opportunities, align your teams and resources and understand marketing performance. Engage each customer in an individual way, that nudges them towards conversation.
- 25. 25© 2015 SAPAG or an SAP affiliate company. All rights reserved. Intelligence through Predictive Analytics Personalized targeting & orchestration Listen & exploreEvents & interactions from all channels Campaign execution in all channels Plan, measure & optimize Market data & events Sales & service data Financial data Big data industry Social media, web Traditional channel Lead, Opportunity Interaction center Personalized commerce Digital & social channel SAP hybris Marketing The comprehensive digital marketing process Capturing response
- 26. SAP AND FACEBOOK Use datato connect with your customers and find more people like them. FIND LOVE AND GROW …
- 27. THE CHALLENGE OFFINDING RIGHT AUDIENCE Marketers have struggled to find the perfect audience for their brands. Prospect Response rates by channel: Source: DMA http://www.dmnews.com/dma-direct-mail-response-rates-beat-digital/article/245780/ Phone 8.21% Mail 1.28% Email 0.03% Display ad 0.04%
- 28. Today with theavailable data and analytics, it is possible to find the best customers
- 29. KEY IS HAVINGENRICHED DATA AND ANALYTICS • Develop an enriched view • Identify your best customers. • Narrow your best customers with predictive analytics • Find look a-likes to your best customers • Deliver personalized ads that will drive conversions
- 30. • Identify yourbest customers • Enhance with social data • Leverage predictive analytics to further define your ideal customer profile • Further enhance the profile with additional attributes from FB • And find Look alikes SAP X FACEBOOK: FIND
- 31. • Create targetedad campaigns • Execute the campaign in Facebook • Facebook executes the campaign to look alike customers • Customer clicks through the ad to commerce site SAP X FACEBOOK: LOVE
- 32. • Optimize thebudget spend • Set limits on the budgets for each ad campaign • Monitor in real-time and make adjustments as needed • Maximize your reach SAP X FACEBOOK: GROW
- 33. SAP X FACEBOOK:PERSONALIZED 1.1 MARKETING AT SCALE 1. 2. 4. 5. 6. 3. Create Custom Audience including FB Lookalikes audience Build Target Segment Harvest Data & Merge interactionsImpact Analysis Allocate budget and schedule campaign for advertising objective CONSUMER INTERACTIONS Predictive Analytics
- 34. Business used tobe personal
- 35. The world haschanged
- 36. Before Now Massive reachonce meant mass message AudienceYour ad Achieve massive reach while delivering relevant messages Current customers Website visitors High LTV customers Latent customers Marketing has changed
- 37. Mobile is theprimary screen and used throughout the day Source: Millward Brown AdReaction, March 2014, global data. 0 50 100 150 200 Smartphone TV Laptop Tablet Minutes spent per day 35% 30% 25% 20% 15% 10% 5% 0% 6am – 9am 9am – 12pm 12pm – 3pm 3pm – 6pm 6pm – 9pm 9pm – 12am Screen use during the day 12am – 6am
- 38. Mobile apps aretaking center stage in the shift to mobile: US Source: “Apps Solidify Leadership Six Years into the Mobile Revolution” Flurry Blog. April 2014 Total minutes spent on mobile apps vs. mobile web 86% of time on mobile is spent in apps Mar ‘11 Jan ‘12 0 20 40 60 80 100 120 140 160 Apps Mobile web Minutesspentpermonth(billions) Mar ‘14Mar ‘13Aug ‘12
- 39. Where they are mostengaged Source: US Mobile Total Monthly Minutes, comScore, Dec 2014.
- 40. Facebook in Global Everyday Every month 64% people daily people daily on mobile people monthly people monthly on mobile 890M 745M 1.39B 1.19B Source: Facebook Internal Data based on stated and inferred data, average for Dec 2014. of monthly active users return daily
- 41. Mobile is disruptingEVERYTHING of Facebook’s revenue comes from mobile 69% Source: Facebook Q4 2014 earnings data, December 2014
- 42. …this 1me it’s personal…
- 43. This shift hashas allowed us to come full circle Personalized Scale Use data to connect with your customers and find more people like them.
- 44. Data + targetingpowers personalization at scale Email subscriber In college Direct mail subscriber Lives in San Francisco Visited your mobile app Has an iPhone 5
- 45. Overview of FacebookTargeting Core Audiences Lookalike Audiences Custom Audiences Sophisticated targeting with unsurpassed accuracy Reach the people you already know Find more people like your best customers
- 46. Matched targets CRM data Yourdata Direct or through third-party Intent data Facebook People you know on Facebook Custom Audiences How it works
- 47. Data is hashedfor privacy Advertiser’s Browser Facebook Servers Target Audience Upload Hashed Data Hashed Data Facebook Ad Account Custom Audience DELETED All matched and unmatched hashes are deleted after the process completes1,234,567 Matches Matched users are added to Custom Audience
- 48. Lookalike Audiences Find peoplewho look like your customers and prospects and people who look like them Fans of your Page Website visitors Mobile app users People you know
- 49. Use Custom Audiencesacross objectives Cross-sell and upsell Build brand Drive intent Acquire customers Awareness Consideration Conversion Loyalty
- 50. © 2015 SAPSE or an SAP affiliate company. All rights reserved. 50 SAP HYBRIS MARKETING AND FACEBOOK: 1:1 MARKETING AT SCALE Predictive Analytics Scoring Golden Segment and Custom Audience Personalized Offer / Engagement Campaign Analytics hybris Marketing Enable customers to leverage data and features from hybris Marketing to address the right people with ads on Facebook: • Address existing customers on Facebook for cross- or upselling • Reach out for new customers by addressing people similar to your existing customers • Address people with Facebook ads based on arbitrary events like a contract expiring soon. • Use hybris Marketing predictive capabilities to address people with the highest buying propensity with Facebook ads Facebook Ads Campaign Planning Budgeting Speedemo
- 51. KEY BENEFITS 1. Extendreach and accuracy to target consumers by correlating information from transactional systems with data from Facebook 2. Ability to make dynamic changes to Facebook ad campaigns based on real time information 3. Provide predictive capabilities to better target consumers 4. Better assess the cost and returns from a campaign, post and pre-launch
- 52. Thank You Markus Semar, SolutionManagement Social Media Offerings @ SAP markus.semar@sap.com Dr. Michael Rey, Product Management Digital Marketing michael.rey@sap.com Ravi Adusumilli Enterprise Partnerships ravia@fb.com
- 53. #SAPFB Q&A // Panelists Debbie Hauss Editor-‐ In-‐ Chief Retail TouchPoints MODERATOR Ravi Adusumilli Head of Enterprise Partnerships Facebook Nikki Baird Managing Partner Retail Systems Research Markus Semar Industry Solu1on Trading, Retail Division SAP
- 54. Thank You For Joining Us! View this presenta1on on-‐demand at: hAp://rtou.ch/sapFweb
- 55. Rethinking Retail. Reimagining The Customer Experience. retailinnovaHonconference.com June 16-‐17 // NYC FEATURING: