#svdata
Strategies for Using Social Data to
Improve Digital Marketing
#svdata
Today’s Webinar Speakers
Patrick Salyer
CEO, Gigya
@patricksalyer
Shawn Myers
VP, Marketing, StrongView
@shawndmye...
#svdata
Consumers Are Now Hyper-Connected
#svdata
Consumers are Inundated with Irrelevant Communication
#svdata
Email Relevancy Drives Conversions
77% of consumers say they prefer email to
other forms of brand to consumer mess...
#svdata
Social Data via Access to Social Identities is the Key to Relevancy
#svdata
Strategy for Using Social Data to Drive Conversions
1. CONNECT
Identify customers and determine what information y...
#svdata
Company Background
About Gigya
• 750+ clients, including 45% of the
comScore top 100, and 8 of the top
10 media we...
#svdata
Solution: Connected Consumer Management
CONNECT COLLECT CONVERT
• Social Login
• Registration-as-a-Service
• Singl...
#svdata
Strategy for Using Social Data to Drive Conversions
1. CONNECT
Identify customers and determine what information y...
#svdata
Social Data Helps Customize Emails in Ways Traditional Data Cannot
Social DataTraditional Data
#svdata
Identifying Consumers Starts With Social Login
#svdata
Access Data Responsibly – Permission-Based and Transparent
#svdata
Social Networks Offer Permission-Based Access to Rich Data
Typical Native Site
Registrations
#svdata
Consumer Connections Occur Across Multiple Touch Points
Traditional Authentication On-site Interactions
Mobile Dev...
#svdata
Strategy for Using Social Data to Drive Conversions
1. CONNECT
Identify customers and determine what information y...
#svdata
Social Data Storage Requirements:
 Dynamic-schema
 Centralized and in the cloud
 Automatic, real-time updating
...
#svdata
Unstructured Data Collection Requires a Schemaless Database
#svdata
Keep Consumer Data Updated by Syncing with Social Networks
#svdata
Using Social Data for Email Marketing Requires Social Network Compliance
Eliminate social policy complexity. Autom...
#svdata
Using Consumer Signals to Send Targeted Emails
#svdata
Strategy for Using Social Data to Drive Conversions
1. CONNECT
Identify customers and determine what information y...
#svdata
Organize Consumer Data into Actionable Segments
#svdata
Connect Consumer Segments to Your Marketing Systems
Database Management
Platform (DMP)
Ad Serving
Recommendations
...
#svdata
Part 1 - Key Takeaways
1.Take advantage of social login to access rich
consumer identity data in a permission-base...
#svdata
Strategy for Using Social Data to Drive Conversions
1. CONNECT
Identify customers and determine what information y...
#svdata
Combine Social Data With Other Profile Information
Profile & Interaction
Attributes
#svdata
Strategy for Using Social Data to Drive Conversions
1. CONNECT
Identify customers and determine what information y...
#svdata
Segmentation Drives Relevancy
Image source: marketingsherpa.com
#svdata
Social Data Can Trigger New Campaign Types
Image source: emailinstitute.com retailemailblog.com
#svdata
Social Data Can Provide Location Context
Image source: blog.movableink.com
#svdata
Social Interactions Provide Valuable Preference Insight
#svdata
Strategy for Using Social Data to Drive Conversions
1. CONNECT
Identify customers and determine what information y...
#svdata
Measure and optimize your results
#svdata
Drill into the details
#svdata
Test To Improve
#svdataProprietary and Confidential | 38
StrongView: Proven Technology and Know How
Giving enterprise marketers a stronger...
#svdata
Part 2 - Key Takeaways
• Customer Context Drives Marketing Results
• Relevancy beats frequency
• Include social si...
#svdata
Thank you
#svdata
Q & A
StrongView
info@strongview.com
(800) 971-0380
@strongview
Gigya
info@gigya.com
(650) 353-5592
@gigya
All web...
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StrongView and Gigya webinar: Using Social Data to Improve Digital Marketing

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Marketers have a plethora of data at their fingertips to aid in creating relevance for their customers. But as everyone with an over-sharing friend knows, there is such a thing as TMI (too much information). As marketers sort through the wealth of data, selecting the most important parts can prove daunting at best and down-right tedious at worst.

Join experts from StrongMail and Gigya for a deeper look at the types of social data that can dramatically improve the performance of your digital marketing programs. Plus, get actionable advice on how you can apply them to your business.

Key Things You Will Learn:

* How social data can impact email marketing performance

* The best types of social data to use in your email marketing

* Strategies for harnessing social data for other digital programs

* Insights from top brands like Finish Line, PACSUN, and Old Navy.

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  • From phones to tables to cars, today’s consumers are constantly connected. This presents an enormous opportunity for brands to connect and establish authentic relationships with consumers at nearly all times.
  • On the other hand, business have not quite figured out how exactly how to develop authentic relationships. This is mostly because consumers are inundated with irrelevant noise. Brands that are able to penetrate the noise are the ones that have a clear understanding of consumer desires, activities, interests, etc.
  • For most brands the best place to get started with relevancy is with email. Here are some stats to back that up. We believe that email marketing will have the largest impact for most businesses as 77% of consumers prefer this form of brand to consumer communication and email marketing taking up the largest share of marketing budget for most companies.Additionally, personalizing email relevancy will have a huge impact, as 41% of consumers buy more as a result of personalized emails, and personalized emails have been tested and proven to increase click through and conversion rates.
  • We’ve established that consumer is connected at nearly all times. Whether on a smartphone, tablet, laptop, watch, car… consumer are connecting with your brand in many different ways. Each of these connections and interactions represents a new avenue for data collection. But first, there are two essential questions we need to answer.Who is this person? and…What data can we collect that will help us develop a relevant meaningful relationship?
  • To help you better use social data to improve your email marketing campaigns, we’ve summed up the process in six steps. We’ll spend some time covering each step and going over some use cases throughout the duration of this webinar.
  • Step 1. Before you begin actually using social data, it’s crucial to take the time to evaluate your goals so you can better align your social data requests to these business priorities. For instance, an ecommerce website probably wants to increase repeat purchases, and to do so, it would be useful to collect data on what brands a consumer follows or likes. If the brand can surface these brands, or similar brands in email marketing campaigns, the consumer will be more willing to click through and consider a purchase.
  • With social data being so varied and available, it can be tempting for businesses to ask for more than they need. However, when requesting users’ data, it’s important to find a medium ground between gathering the data your business needs and not asking for so much that it feels intrusive. Respect is key here: your business should treat data collection as a mutual exchange. As users share their information with you, your duty is to safeguard it and use it to provide value for them.
  • To start, social data comes from social networks.Each time you update your status or profile on Facebook, you are creating a new data point that businesses can capture and leverage to better personalize your site experience. So if I change my current location from Los Angeles to New York City on Facebook, businesses that have access to my profile data will be able to collect and use this information to provide more relevant offers, promotions, and marketing messages pertaining to my specific location.Social Login acts as a bridge between your users’ social identities and your business: it lets users log in to your business’s website or app using their existing social profiles so your business can start acquiring valuable, actionable insights on your users.
  • In order to gain your users’ trust and encourage them to log in socially, businesses need to demonstrate a sense of responsibility when it comes to acquiring and handling users’ sensitive data. A permission dialog clearly communicates which data your business will be collecting so users aren’t left in the dark when it comes to their personal information.
  • The second question we need to answer is what data should we be capturing in order to begin a relevant and meaningful consumer relationship.This table illustrates the most common data fields that are available through each social network. When choosing a few social registration and sign-in options, it’s important to pick the social networks that offer the most pertinent, actionable data points for your marketing goals.
  • Thanks to Social Networks, this handshake between consumers and businesses can take place across various connected devices and at different points within the user experience.
  • To help you better use social data to improve your email marketing campaigns, we’ve summed up the process in six steps. We’ll spend some time covering each step and going over some use cases throughout the duration of this webinar.
  • Because of the varied, dynamic nature of social data, it needs a database that’s fully equipped to handle large amounts of unstructured and structured data points. To account for these characteristics, a social database must be dynamic-schema, centralized, in the cloud, and able to update in real time as users make changes to their social profiles. Storing data in a single, unified location provides easy access to data from different web properties and collection points so your business can more efficiently scale your marketing efforts and reach the right users at the right time.In addition, cloud storage for social data is crucial, as traditional IT systems are not equipped to handle the massive, dynamic nature of social data. Not only that, but storing data in the cloud also cuts IT costs and allows for quicker access and collaboration.
  • About 90% of the data that is captured is unstructured, so it’s imperative that marketers have a database that is capable of making sense of unstructured data. A dynamic-schemadatabase can organize and index varied data types such as profile photos, friend lists, and status updates. While traditional databases are organized in a grid format and can only handle static data, a dynamic-schema database manages information in such a way that marketers can query and easily find the data they need.
  • As users continue to interact with their social networks, they essentially send new data points that businesses should collect and utilize. Using a database that automatically syncs with social network updates is particularly important in order to remain relevant to your users, who are constantly updating their social profiles.
  • With government intervention and differing privacy policies to manage across various countries, it’s more important than ever to be sure that your digital channels are compliant with policies listed on social networks. This requires thorough management and the ability to be flexible with database management.
  • As users continue to interact with their social networks, they essentially send new data points that businesses should collect and utilize. Using a database that automatically syncs with social network updates is particularly important in order to remain relevant to your users, who are constantly updating their social profiles.
  • To help you better use social data to improve your email marketing campaigns, we’ve summed up the process in six steps. We’ll spend some time covering each step and going over some use cases throughout the duration of this webinar.
  • In the past, user data rested in the realm of IT and was virtually inaccessible to marketers. Today, however, with more and more consumers expecting personalized, relevant digital experiences, marketers need first-hand access to their users’ data so they can craft the most relevant marketing campaigns. The dashboard pictured here offers a comprehensive, holistic view of a segment of users. PASS ALONG TO SHAWN MYERS OF STRONGVIEW
  • After segmenting your audience according to your email marketing goals, you’ll need to pass this data onto an email marketing provider like StrongView before you can actually put it into action. In order to take full charge of your marketing strategy, you should invest in a database that allows you to segment and export user data without the help of IT.PASS ALONG TO SHAWN MYERS OF STRONGVIEW
  • To help you better use social data to improve your email marketing campaigns, we’ve summed up the process in six steps. We’ll spend some time covering each step and going over some use cases throughout the duration of this webinar.
  • To help you better use social data to improve your email marketing campaigns, we’ve summed up the process in six steps. We’ll spend some time covering each step and going over some use cases throughout the duration of this webinar.
  • As users continue to interact with their social networks, they essentially send new data points that businesses should collect and utilize. Using a database that automatically syncs with social network updates is particularly important in order to remain relevant to your users, who are constantly updating their social profiles.
  • To help you better use social data to improve your email marketing campaigns, we’ve summed up the process in six steps. We’ll spend some time covering each step and going over some use cases throughout the duration of this webinar.
  • Founded in 2002; Headquartered in Silicon Valley Industry-leading cross-channel marketing solutions for email, mobile, social and displayFull marketing services teamGlobal Reach: North America, UK/EMEA, APACStrongMail clients include some of the largest brands in retail, travel & hospitality, financial services, media/entertainment and technology
  • StrongView and Gigya webinar: Using Social Data to Improve Digital Marketing

    1. 1. #svdata Strategies for Using Social Data to Improve Digital Marketing
    2. 2. #svdata Today’s Webinar Speakers Patrick Salyer CEO, Gigya @patricksalyer Shawn Myers VP, Marketing, StrongView @shawndmyers
    3. 3. #svdata Consumers Are Now Hyper-Connected
    4. 4. #svdata Consumers are Inundated with Irrelevant Communication
    5. 5. #svdata Email Relevancy Drives Conversions 77% of consumers say they prefer email to other forms of brand to consumer messaging 41% of consumers buy more from retailers who send personalized emails Personalized emails improve click-through rates by 14%, and conversion rates by 10%
    6. 6. #svdata Social Data via Access to Social Identities is the Key to Relevancy
    7. 7. #svdata Strategy for Using Social Data to Drive Conversions 1. CONNECT Identify customers and determine what information you need to create relevant marketing campaigns 2. COLLECT Find a database to store, sync, and update data securely and automatically 3. SEGMENT Create audience segments based on your email marketing goals 4. EXPORT Export segmentation and audience data into your email marketing platform 5. PERSONALIZE Craft tailored emails for each of your audience segments 6. MEASURE Measure your email marketing results
    8. 8. #svdata Company Background About Gigya • 750+ clients, including 45% of the comScore top 100, and 8 of the top 10 media websites • Technology reaches 1.5 billion consumers monthly • Facebook Preferred Marketing Developer • 2013 ZDNet CRM Watchlist Winner • CRM Rising Star Winner
    9. 9. #svdata Solution: Connected Consumer Management CONNECT COLLECT CONVERT • Social Login • Registration-as-a-Service • Single Sign-on • Social Privacy • Identity Storage • Social Sync • Social Compliance • Social Plugins • Gamification • NEXUS Partner Ecosystem
    10. 10. #svdata Strategy for Using Social Data to Drive Conversions 1. CONNECT Identify customers and determine what information you need to create relevant marketing campaigns 2. COLLECT Find a database to store, sync, and update data securely and automatically 3. SEGMENT Create audience segments based on your email marketing goals 4. EXPORT Export segmentation and audience data into your email marketing platform 5. PERSONALIZE Craft tailored emails for each of your audience segments 6. MEASURE Measure your email marketing results
    11. 11. #svdata Social Data Helps Customize Emails in Ways Traditional Data Cannot Social DataTraditional Data
    12. 12. #svdata Identifying Consumers Starts With Social Login
    13. 13. #svdata Access Data Responsibly – Permission-Based and Transparent
    14. 14. #svdata Social Networks Offer Permission-Based Access to Rich Data Typical Native Site Registrations
    15. 15. #svdata Consumer Connections Occur Across Multiple Touch Points Traditional Authentication On-site Interactions Mobile Devices Email Marketing
    16. 16. #svdata Strategy for Using Social Data to Drive Conversions 1. CONNECT Identify customers and determine what information you need to create relevant marketing campaigns 2. COLLECT Find a database to store, sync, and update data securely and automatically 3. SEGMENT Create audience segments based on your email marketing goals 4. EXPORT Export segmentation and audience data into your email marketing platform 5. PERSONALIZE Craft tailored emails for each of your audience segments 6. MEASURE Measure your email marketing results
    17. 17. #svdata Social Data Storage Requirements:  Dynamic-schema  Centralized and in the cloud  Automatic, real-time updating Effectively Managing Social Data Requires a Robust Database
    18. 18. #svdata Unstructured Data Collection Requires a Schemaless Database
    19. 19. #svdata Keep Consumer Data Updated by Syncing with Social Networks
    20. 20. #svdata Using Social Data for Email Marketing Requires Social Network Compliance Eliminate social policy complexity. Automatically stay in compliance with terms of social networks.
    21. 21. #svdata Using Consumer Signals to Send Targeted Emails
    22. 22. #svdata Strategy for Using Social Data to Drive Conversions 1. CONNECT Identify customers and determine what information you need to create relevant marketing campaigns 2. COLLECT Find a database to store, sync, and update data securely and automatically 3. SEGMENT Create audience segments based on your email marketing goals 4. EXPORT Export segmentation and audience data into your email marketing platform 5. PERSONALIZE Craft tailored emails for each of your audience segments 6. MEASURE Measure your email marketing results
    23. 23. #svdata Organize Consumer Data into Actionable Segments
    24. 24. #svdata Connect Consumer Segments to Your Marketing Systems Database Management Platform (DMP) Ad Serving Recommendations Engine SMS/Push Notifications CRM / System of Record
    25. 25. #svdata Part 1 - Key Takeaways 1.Take advantage of social login to access rich consumer identity data in a permission-based way 2.Collect and manage consumer information using a database that scales with social data 3.Select a platform that organizes and segments consumer identity data & integrates with marketing campaign technologies
    26. 26. #svdata Strategy for Using Social Data to Drive Conversions 1. CONNECT Identify customers and determine what information you need to create relevant marketing campaigns 2. COLLECT Find a database to store, sync, and update data securely and automatically 3. SEGMENT Create audience segments based on your email marketing goals 4. EXPORT Export segmentation and audience data into your email marketing platform 5. PERSONALIZE Craft tailored emails for each of your audience segments 6. MEASURE Measure your email marketing results
    27. 27. #svdata Combine Social Data With Other Profile Information
    28. 28. Profile & Interaction Attributes
    29. 29. #svdata Strategy for Using Social Data to Drive Conversions 1. CONNECT Identify customers and determine what information you need to create relevant marketing campaigns 2. COLLECT Find a database to store, sync, and update data securely and automatically 3. SEGMENT Create audience segments based on your email marketing goals 4. TRANSFER Import segmentation and audience data into your email marketing platform 5. PERSONALIZE Craft tailored emails for each of your audience segments 6. MEASURE Measure your email marketing results
    30. 30. #svdata Segmentation Drives Relevancy Image source: marketingsherpa.com
    31. 31. #svdata Social Data Can Trigger New Campaign Types Image source: emailinstitute.com retailemailblog.com
    32. 32. #svdata Social Data Can Provide Location Context Image source: blog.movableink.com
    33. 33. #svdata Social Interactions Provide Valuable Preference Insight
    34. 34. #svdata Strategy for Using Social Data to Drive Conversions 1. CONNECT Identify customers and determine what information you need to create relevant marketing campaigns 2. COLLECT Find a database to store, sync, and update data securely and automatically 3. SEGMENT Create audience segments based on your email marketing goals 4. TRANSFER Import segmentation and audience data into your email marketing platform 5. PERSONALIZE Craft tailored emails for each of your audience segments 6. MEASURE Measure your email marketing results and test to improve them
    35. 35. #svdata Measure and optimize your results
    36. 36. #svdata Drill into the details
    37. 37. #svdata Test To Improve
    38. 38. #svdataProprietary and Confidential | 38 StrongView: Proven Technology and Know How Giving enterprise marketers a stronger view of how to acquire and engage customers across email, mobile, social, display and web
    39. 39. #svdata Part 2 - Key Takeaways • Customer Context Drives Marketing Results • Relevancy beats frequency • Include social sign-in functions in emails and your website • Further refine the segmentation and personalization of existing campaigns • Create triggers for launching new campaigns • It is simple to start Marketers that use email in combination with social segmentation drive six times the amount of revenue - David Daniels of The Relevancy Group Relevant and timely marketing messages generate between 2x and 5x the performance of non-targeted campaigns. - Source: Forrester Research, 2009
    40. 40. #svdata Thank you
    41. 41. #svdata Q & A StrongView info@strongview.com (800) 971-0380 @strongview Gigya info@gigya.com (650) 353-5592 @gigya All webinar registrants will receive an email containing a recording of today’s presentation as well as a complimentary version of the co-authored guide to “Using Social Data to Win at Email Marketing.”

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