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Social Marketing: Insight and Response

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The evolving social marketing landscape and strategy and how to do next. Presentation by Michael Lummus at Teradata PARTNERS.

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Social Marketing: Insight and Response

  1. 1. SOCIAL MARKETING: INSIGHT AND RESPONSE Michael Lummus @lummusm Digital Marketing Solutions Manager Teradata Applications
  2. 2. Agenda Today’s Social Marketing Landscape Social Data Integration: Use Cases > Analytics > Campaigns > Personalized Content How Teradata Can Help
  3. 3. Duke U. / AMA CMO Survey Response of 468 senior marketing leaders, 2012
  4. 4. The Evolving Social Landscape How can I connect my customers’ offline and social profiles? Do consumers who like me on Facebook buy more? Which other brands do my customers shop? How can social media help me better understand my customers? What about consumer privacy? Is social data relevant?
  5. 5. The Progression of Social Strategy 2008 Social Media Content 2009 Social Content Analytics 2010 Social Listening 2011 – Social Customer Service 2012 – Social Website Integration 2013 – Enterprise Social Integration 1. Relate to real customers 2. Relate to real financials
  6. 6. APPS “Social CRM is the customer intelligence professional’s mandate because it is about connecting social media to the customer database and informing customer strategy through this information.” SOCIAL DATA Listening SOCIAL CRM Today’s Social Marketing Landscape Publishing Uses Discovery Analytics Modeling Segmentation Personalization Reviews Games Availability Public Permissioned What Social CRM Means to Social Intelligence, Forrester Research Service Types Attributes Preferences Behaviors Connections Ads
  7. 7. SOCIAL DATA Name: Mark Johnson Location: San Diego, CA Birthday: June 21, 1966 Email: markiej@gmail.com Interests: LA Kings, Formula One, marketing Activities: Biking, Crossfit Follows: GigaOM, Fast Company EXISTING CUSTOMER DATA Name: Mark E. Johnson Address: 150 Main, San Diego, CA Phone: 575-444-8588 Responds to: Direct mail, email RFM: No recent purchase, low frequency, high value Opted into: Email and mobile communications CONSISTENT TREATMENT ACROSS CHANNELS ENHANCED UNDERSTANDING OF PREFERENCES AND BEHAVIOR MORE RELEVANT AND INTERACTIVE CUSTOMER EXPERIENCE
  8. 8. Agenda Today’s Social Marketing Landscape Social Data Integration: Use Cases > Analytics > Campaigns > Personalized Content How Teradata Can Help
  9. 9. Discover Social Preferences Brands “Liked” Segment A Segment B Media “Liked” Segment A Segment B Segment or populate dynamic content based on brand or product preference Better understand customer psychographics Inform media spend Identify predictive purchase indicators
  10. 10. Social Listening: Identify leads, resolve issues, capture opportunities
  11. 11. Social Network and Influencer Analytics • Identify interconnectivity among customers and prospects • Evaluate true reach and network segmentation • Detect communities of consumers with similar profiles or behavioral patterns • Build next-generation influencer models based on events and revenue impact
  12. 12. Attribution is becoming an enterprise cross-channel function designed to deliver a single version of truth. Social interactions should be included in attribution strategies to measure the return on social investments.
  13. 13. Social-Powered Campaigns Triggered by birthday Team based on location or “like” Uses recipient’s name Above data available from the social profile Tailor offer based on past responses Sources: Destination CRM, Social Data Redefines Marketing; Anand Patel, The NFL Truly Personalizes Email Marketing
  14. 14. Integrated content drives fresh relevance. Customer Reviews Include peer product reviews in email messages Theoretical Example Sources: Destination CRM, Social Data Redefines Marketing; Anand Patel, The NFL Truly Personalizes Email Marketing
  15. 15. Integrated content drives fresh relevance. Twitter Feed Feature latest Tweets in emails to encourage Twitter follows and deliver fresh content Theoretical Example Sources: Destination CRM, Social Data Redefines Marketing; Anand Patel, The NFL Truly Personalizes Email Marketing
  16. 16. Integrated content drives fresh relevance. Product Recommendations Feature popular items in emails to encourage brand affinity and sales Theoretical Example Sources: Destination CRM, Social Data Redefines Marketing; Anand Patel, The NFL Truly Personalizes Email Marketing
  17. 17. The Result? Highly relevant and personal messaging through integrated cross-channel data sources. • Customer Database • Website • Customer Social Profile • Brand Social Profile • Product Reviews Theoretical Example Sources: Destination CRM, Social Data Redefines Marketing; Anand Patel, The NFL Truly Personalizes Email Marketing
  18. 18. Samsung’s Social-Powered Email Samsung developed data-driven email campaigns based on social login data with outstanding results: 34% more likely to open 63% more likely to click than comparable campaigns to non-social recipients
  19. 19. Cookie Targeting CRM Targeting Prospect Targeting Feature Targeting Specs Facebook Exchange (FBX) Custom Audiences Lookalike Audiences General Cross-sell Acquisition Email, Phone, Facebook ID Email, Phone, Facebook ID Criteria Content Targeting Usage Facebook Ad Targeting Social Attributes Retargeting Cookies
  20. 20. Use campaign management tools to target, reach and engage users in Facebook
  21. 21. We Know: • Browsing for coffee products in session • Male, age 30 • Previously purchased mid-priced appliance • Marketing goal of maximize revenue
  22. 22. Kobrax We Know: • Browsing for coffee products in session • Male, age 30 • Previously purchased mid-priced appliance • Marketing goal of maximize revenue
  23. 23. Starbucks Kobrax We Know: • Browsing for coffee products in session • Male, age 30 • Previously purchased mid-priced appliance • Marketing goal of maximize revenue Farmers Markets
  24. 24. 88% of marketers using social data for web personalization say it has a high impact on ROI and engagement. 47% more spend per customer – online retailer from those who opted in via Facebook application than customers who did not. Customers who were exposed to products that their friends and peers endorsed were more likely to make incremental purchases. Sources: Social Amp; Direct Marketing Association, Big Data Impact on Marketing Organizations
  25. 25. Agenda Today’s Social Marketing Landscape Social Data Integration: Use Cases > Analytics > Campaigns > Personalized Content How Teradata Can Help
  26. 26. Teradata Social Adapter • Web application that extracts user data from social networks • Data can be integrated with any 3rd party application • (out of the box integration with Customer Interaction Manager) • Supported networks: • Facebook today • More to follow
  27. 27. Social Adapter: How it Works Customer logs in to website or adds app with Facebook account Opt-in permission granted to brand to access Facebook profile Permission is leveraged to retrieve profile information Profile information loaded into customer database 38
  28. 28. Social and the Teradata Unified Data Architecture Act Optimize Deliver Applications Campaign Management Digital Messaging Real-time Interaction Social Attribution DISCOVERY PLATFORM Text Analytics Aster Teradata Influencer Modeling Connector Network Analysis INTEGRATED DATA WAREHOUSE Propensity Modeling CAPTURE| STORE | REFINE Attensity Social Media Pipeline AUDIO & VIDEO IMAGES Teradata Social Adapter TEXT WEB & SOCIAL MACHINE LOGS CRM SCM ERP
  29. 29. Digital Messaging Center: Social Functionality • Integration of social content feeds in email messages • Opt-in to email communications within Facebook pages • Share2Social for recipients to easily share email content to social media
  30. 30. What do you do next? 1. Inventory your current situation – tools, accounts, opt-in bases and data 2. Define clear objectives and use cases that inform the integrated data strategy 3. Invest in opt-in programs that drive deep social insights 4. Begin to source and integrate social data into your data warehousing, analytics and campaign management environments 5. Leverage existing programs and campaigns to test and iterate, then expand to new programs
  31. 31. Beyond Surface-Level Social Media White Paper How LinkedIn uses deep analytics to drive marketing: http://www.asterdata.com/linkedin.php Social Data at Work White Paper
  32. 32. Email: michael.lummus@teradata.com Twitter: @ lummusm PARTNERS Mobile App InfoHub Kiosks teradata-partners.com

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