webinar: driving personalization

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Driving Personalization

with Customer

Profile Data

with Reggie Wideman

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Brands Want 1:1 Relationships with Customers

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They’ve tried many tactics…

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Those Tactics Only Work if You Really Know Your Customer

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Social Profile Data Fuels Your Marketing Program

Email Marketing

Targeting

eCommerce

Personalization

CRM

CMS

Other+

Demographics

Psychographics

Behavioral

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Opportunities for Real Time Marketing

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REAL TIME MARKETINGright place, right time

Above: Google Zavers real-time coupon demoRight: Oreo Super Bowl Blackout Twitter ad

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PRECISION MARKETINGright person, right offer

email offers

fan one fan two

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BRAND ADVOCACYamplifying the love

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What’s in the Social Profile?

NameGenderBirthdatePhoto

OccupationLocationEducationMarital

InterestsMusicTVPolitics

MoviesBooksHobbiesReligion

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Types of Data

Activity Feed

Anne Smith read something

Anne Smith shared something

Anne Smith liked something

Edit Your AccountProfile Photo

Choose new photo

Linked Accounts

Change Password

Password

Public Profile

Public Profile

Account InfoUsername

AnnSmith

Ann

First

Smith

Last

Annsmith242@gmail.com

Email Address

Address

Female

Gender

February 1 1980

Birthdate

SocialProfile

Activity

Appended Data

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What to do with all this data?

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What our customers are doing

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Samsung uses gamification to spur product registration and activity data

Social Login

Engaging users on site via game mechanics

Results506% more likely to write product reviews

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All this data is used to optimize email marketing

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UMG uses appended preferences and location to precisely target fans and support brand advocacy

Emails personalized based on music preferences and location.

Experienced 67% open rates for select campaigns

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Appended customer profiles create targeting opportunities

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Whole Foods: Content Personalization

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Whole Foods appends customer interest data

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Dr. Pepper appends consumer profiles with campaign participation tags for segmentation

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For Thinking About Your Data

5 Rules

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Don’t think about your data, think about your customer.

Never Forget:Your Customer is a Real Person

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Which Social Networks represent your customers?

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What’s missing from your customer profile?

?

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Consider augmenting the profile with life data

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What Tools do I need in my Customer Engagement Ecosystem?

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1. Don’t think about your data, think about your customer.

2. Which Social Networks represent your customers?

3. What’s Missing from your customer profile?

4. What types of valuable data can I add to the profile?

5. What Tools do I need in my Customer Engagement Ecosystem?

5 RulesFor Thinking About Your Data

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“I was promised flying cars.”

Native Advertising

Real Time Marketing

Consumer Driven Advertising

http://www.flickr.com/photos/29969125@N05/7551012112/

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Native Advertising

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But if you don’t know your customer . . .

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Real Time Marketing

I was just nowthinking about coffee and how awesome I am.

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But if you don’t know your customer . . .

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Consumer driven advertising

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But if you don’t know you’re customer . . .

#awesome#buythis#friendapproved

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In conclusion

• Make a plan for your consumer data ecosystem

• Remember the five rules

• Keep an eye on the cutting edge

• Iterate, test and optimize

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Thank You!