connecting and engaging customers through social media - john fetto

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© 2012 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public. Connecting and Engaging Customers Through Social Media John Fetto, Senior Marketing Manager Mark Fauntleroy, Strategy & Innovation Manager

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Connecting and Engaging Customers Through Social MediaJohn Fetto, Sr. Marketing Manager, Experian SimmonsLearn best practices in connecting, engaging and empowering customers through social media, e-mail and mobile. We’ll examine current industry trends, including case studies as well as plans for measuring and tracking behaviors of the digital consumer of the future.

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Page 1: Connecting and Engaging Customers Through Social Media - John Fetto

©2012 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks ofExperian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners.No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public.

Connecting and Engaging Customers Through Social Media

John Fetto, Senior Marketing Manager

Mark Fauntleroy, Strategy & Innovation Manager

Page 2: Connecting and Engaging Customers Through Social Media - John Fetto

2©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

State of Social Media

Brand Preferences of Social Media Users

Marketers React

Case Studies and Best Practices

The Future of Social Media Measurement

Agenda

Page 3: Connecting and Engaging Customers Through Social Media - John Fetto

3©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Annual Trend report from Experian Marketing Services analyzing trends in email, search, social, mobile and cross-channel marketing

Leverages insights from across Experian Marketing Services

Download the full report at:

On Twitter Follow:

2012 Digital Marketer: Benchmark and Trend Report

Experian.com/DigitalMarketer2012

@ExperianMkt or #EMS2012

Page 4: Connecting and Engaging Customers Through Social Media - John Fetto

4©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

State of Social

Page 5: Connecting and Engaging Customers Through Social Media - John Fetto

5©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Nine-in-ten online adults or 133 million adults use social media in a given month

The Rise in Social Media

Any

Social Networking

Photo or Video Sharing

Online Forums/Message boards

Professional Networking

Social Tagging/Bookmarking

Location-Based Social

0% 20% 40% 60% 80% 100%

90%

75%

68%

20%

14%

11%

19%

83%

66%

56%

27%

12%

12%

45%

20%

25%

13%

7%

4%

2007

2009

2011

Source: Experian Simmons

Page 6: Connecting and Engaging Customers Through Social Media - John Fetto

6©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

97% of online young adults use social media monthly as do 75% of those 65+

Social Media Reaches All Generations

18 to 24

24 to 34

35 to 44

45 to 54

55 to 64

65+

97%

94%

93%

89%

84%

75%

98%

96%

89%

79%

66%

58%

72%

54%

47%

35%

32%

25%

2007

2009

2011

Source: Experian Simmons

Page 7: Connecting and Engaging Customers Through Social Media - John Fetto

7©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Consumers are increasingly following companies and interest groups on social media.

Hispanic consumers are even more likely to be influenced by social media ads and to use social media to interact with brands.

Consumers Interact with Brands on Social Media

I have shown support for a group on a social networking site

I search social networking sites for information before making a purchase

I find ads on social networking sites useful

I share comments on products and services on social networking sites

I share opinions on programming on social network sites while watching TV

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

84%

24%

34%

25%

36%

76%

20%

18%

24%

22%

Non-Hispanic Hispanic

Source: Experian Simmons

Page 8: Connecting and Engaging Customers Through Social Media - John Fetto

8©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Brand Preferences of Social Media Users

Page 9: Connecting and Engaging Customers Through Social Media - John Fetto

9©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

While entertainment and other social sites get the bulk of downstream traffic from social networking sites search and shopping sites get almost a quarter of traffic.

Search and shopping sites get 22% of downstream traffic from social sites

Entertainment 21%

Social Networking and Forums 19%

Search Engines 14%

Shopping and classi-fieds 8%

Email services 6%

News and Media 5%

Portal Frontpages 4%

Reference 2%

Banks 2%

Software 2%

Social Networking and Forum

Sites

Source: Experian Hitwise

Page 10: Connecting and Engaging Customers Through Social Media - John Fetto

10©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Versus the average adult, these brands score well among social media users

Brand preferences of Social Media users

Source: Experian Simmons/Experian Hitwise

Page 11: Connecting and Engaging Customers Through Social Media - John Fetto

11©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Versus the average adult, professional networking site users patron these brands

Brand preferences of Professional Networking users

Source: Experian Simmons/Experian Hitwise

Page 12: Connecting and Engaging Customers Through Social Media - John Fetto

12©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Versus the average adult, photo sharing site users patron these brands

Brand preferences of Photo Sharing site users

Source: Experian Simmons/Experian Hitwise

Page 13: Connecting and Engaging Customers Through Social Media - John Fetto

13©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Versus the average adult, video streaming site users patron these brands

Brand preferences of Video Streaming site users

Source: Experian Simmons/Experian Hitwise

Page 14: Connecting and Engaging Customers Through Social Media - John Fetto

14©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Pinterest is now the #3 Social Networking Site, ahead of LinkedIn and Google+

Welcome, Pinterest!

Site Monthly visits

Facebook 7 billion

Twitter 182 million

Pinterest 104 million

LinkedIn 86 million

Tagged 72 million

Google+ 61 million

Source: Experian Hitwise

Page 15: Connecting and Engaging Customers Through Social Media - John Fetto

15©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Top indexing brands among likely Pinterest users

Brand Preferences of Pinterest Users

Index: 310 Index: 297 Index: 244 Index: 242

Source: Experian Simmons/Experian Hitwise

Page 16: Connecting and Engaging Customers Through Social Media - John Fetto

16©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Marketers React

Page 17: Connecting and Engaging Customers Through Social Media - John Fetto

17©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

0%

10%

20%

30%

40%

50%

60%

19%

46%

24%

15%

23%

55%

14%8%8%

31%

7% 6%

Mobile marketing Social Media Both

Only 8% of marketers told Experian Marketing Services that Social Media marketing isn’t even on their radar. 78% are actively leveraging it.

Adoption of Mobile and Social Media Marketing

Source: Experian Marketing Services

Page 18: Connecting and Engaging Customers Through Social Media - John Fetto

18©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

53% of marketers told Experian Marketing Services they plan to pilot or increase social advertising in 2012. Nine percent plan social gaming programs.

2012 Digital Marketing Tactics

Source: Experian Marketing Services

0%

10%

20%

30%

40%

50%

60%

70%

9%

25% 26%

37%40%

47%53%

61%

Page 19: Connecting and Engaging Customers Through Social Media - John Fetto

19©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Case Studies and Best Practices

Page 20: Connecting and Engaging Customers Through Social Media - John Fetto

20©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Case Study: Ask Questions and “Share” Answers

Horchow uses social media feedback in email and creates campaigns build around word-of-mouth

Subject link: Facebook favorites: Our fans speak out

Customer comments from Facebook included in the email template

Encourages email and social media interaction

Twenty-six percent lift in open rate

Source: Experian CheetahMail

Page 21: Connecting and Engaging Customers Through Social Media - John Fetto

21©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Case Study: Share Social Links with Friends

Rent the Runway prompts subscribers to include a referral code in their Facebook status updates to promote the brand

Offer of $20 off for every friend who rents

Email includes links to Facebook, Twitter and RSS feeds

A simple way to give the campaign a social presence

Source: Experian CheetahMail

Page 22: Connecting and Engaging Customers Through Social Media - John Fetto

22©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Acquire Fans, Engage Fans, Drive Traffic to Website

Tip: Drive Website Visits From Fans

Page 23: Connecting and Engaging Customers Through Social Media - John Fetto

23©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Consumer Goods has the highest conversion in 2011, followed by Retail.

Facebook Ad Conversion by Industry

Page 24: Connecting and Engaging Customers Through Social Media - John Fetto

24©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

The Guardian drives Website traffic with a social reader engagement application

Guardian’s Facebook app:

► Launched in September 2011

► Installed by 4 million+ users

► Daily page impressions up by almost 1 million…per DAY

► Reaching a younger audience

Case Study: The Guardian

Source: Experian CheetahMail

Page 25: Connecting and Engaging Customers Through Social Media - John Fetto

25©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Vast customer data can be accessed by marketers who get permission

Basic information:

► Demographics

► Interests

Relationship Information:

► User profile

► Friends

► Friends’ profiles

Activity Information:

► User influence and Facebook activity

Facebook Data: Customer Insights

Page 26: Connecting and Engaging Customers Through Social Media - John Fetto

26©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

The Future of Social Measurement:Simmons Connect

Page 27: Connecting and Engaging Customers Through Social Media - John Fetto

27©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

The Future of Social

Page 28: Connecting and Engaging Customers Through Social Media - John Fetto

28©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Amazing facts about mobileDid you know?

$6 BIn iPad sales Q3 FY11

x2iPad sales were twice the size of

Dell’s entire consumer PC business

5-6Years until 100 billion apps are

downloaded (2014)

3-4Years until 100 billion apps are

downloaded (2012)

46Years for McDonald’s to sell 100

billion burgers

Page 29: Connecting and Engaging Customers Through Social Media - John Fetto

29©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Simmons ConnectSM

Addressing the challenges

• Brands• Lifestyles

• 60,000 insights

• Profiling• Planning• Strategy

• Activities• Time spent

• Reach

• 11 platforms• Traditional • Digital & mobile

Coverage Consistency

TargetingTools

Page 30: Connecting and Engaging Customers Through Social Media - John Fetto

30©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Simmons ConnectConsumer centric cross-platform measurement

National Consumer

StudyDigital Panel

Simmons Connect

Page 31: Connecting and Engaging Customers Through Social Media - John Fetto

31©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Integration of Survey and Mobile Transactional Data

Survey Measures Digital transactional insight

Platforms/devices (11)

• Television

• Radio

• Print (newspapers & magazines)

• Internet (home & work)

• Mobile (phones & tablets)

• E-readers

• Game consoles

• Personal audio (MP3) players

Reach (1-day, 7-days, 30-days)

Time spent by platform (7-day average)

Activity usage (various by device)

Mobile (phones and tablets)

• Device profiles (device type, OS, etc.)

• Activity usage (text, e-mail, talk, etc.)

• App usage by categories and titles*

• Web browsing categories and top sites*

• Top search usage categories*

PC-based Internet usage at home

• Web browsing categories and top sites*

• Top search usage categories*

Page 32: Connecting and Engaging Customers Through Social Media - John Fetto

32©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Voice (n

on-VO

IP)

Mess

aging

Browse

r

Email

Social N

etwork

ing

Appstore

Gam

ing/E

nterta

inm

ent

Camera

Search A

pp

Music

(on d

evice)

News + In

form

ation

Video O

nline

Music

Onlin

e

Video (o

n devic

e)0%

10%

20%

30%

40%

50%

60%

70%62%

51%47% 45%

38%

23%18% 18% 18% 15%

9% 8% 6% 4%

% D

aily

Re

ac

hDaily Average Reach by Application

On mobile phones, Social Networking apps are used by nearly as many people during a typical day than email.

Page 33: Connecting and Engaging Customers Through Social Media - John Fetto

33©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Socia

l Net

workin

g

Emai

l

Voice

(non

-VOIP

)

Mus

ic (o

n de

vice)

Mes

sagi

ng

Browse

r

Gamin

g/Ent

erta

inm

ent

News +

Info

rmat

ion

Mus

ic Onl

ine

Video

(on

devic

e)

Searc

h App

Appsto

re

Video

Onl

ine

Camer

a0

2

4

6

8

10

12

14

16

18

2017.7

13.6

10.3

7.86.8 6.4 5.9 5.6 5 4.3

3.4 2.8 2.7 2.4

Me

an

Tim

es

La

un

ch

ed

Pe

r D

ay

Average Daily Frequency of App Launch*

*App must have launched one or more times that day

Among those who use them, Social Networking mobile apps are launched more frequently than email.

Page 34: Connecting and Engaging Customers Through Social Media - John Fetto

34©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Social N

etwork

ing

Mess

aging

Email

Gam

ing/E

nterta

inm

ent

Music

(on d

evice)

Voice (n

on-VO

IP)

Browse

r

Video (o

n devic

e)

News + In

form

ation

Music

Onlin

e

Video O

nline

Camera

Appstore

Search A

pp0

5

10

15

20

25

30

35

40

33.6

28.6

22.3 21.3 21.1 20.3

15.813.4 12.9 11.7

6.44.5 3.7

0.9Me

an

To

tal M

inu

tes

Pe

r D

ay

Pe

r A

pp

lica

tio

n

*App must have launched one or more times that day

Average Daily Time Spent per Application*

The typical mobile Social Networking app user spends 33.6 minutes actively using the app daily. Over 10 minutes longer than email apps are used.

Page 35: Connecting and Engaging Customers Through Social Media - John Fetto

35©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Social Media Profile

Page 36: Connecting and Engaging Customers Through Social Media - John Fetto

36©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Page 37: Connecting and Engaging Customers Through Social Media - John Fetto

37©2012 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Our color paletteRGB values

Logo colors Optional secondary accent colors

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R237, G25, B81 R56, G124, B44 R122, G133, B77

R0, G149, B218 R71, G123, B132Text / line colors

R190, G136, B81R47, G47, B47 R220, G220, B220