[slides] leveraging social identity, by altimeter group
DESCRIPTION
In this one-hour webinar, analysts Andrew Jones and Charlene Li share how insights can be gleaned from social media to: 1) Identify and better understand prospects and customers throughout the customer lifecycle, and 2) Deliver targeted, personalized messages and experiences to them across channels. Watch the webinar on-demand at: https://www.slideshare.net/Altimeter/webinar-leveraging-social-identity-by-altimeter-group and download the full research report at: http://www.altimetergroup.com/leveraging-social-identity.TRANSCRIPT
Leveraging Social Identity
July 10, 2014Andrew Jones, AnalystCharlene Li, Founder and Analyst
Table of Contents
1. Why does this matter?
2. Social Identity
a. Definition
b. Use cases
c. Examples
3. Getting Started
This was once the scale of a customer relationship
Today it’s not so easy.
How do we build one-to-one relationships at scale?
The Dynamic Customer Journey
The Dynamic Customer Journey
The Dynamic Customer Journey
Marketing Sales Customer Service Innovation
The Dynamic Customer Journey
Loyalty
The Dynamic Customer Journey
Marketing Sales Customer Service InnovationLoyalty
The Dynamic Customer Journey
Awareness Consideration Intent Purchase Support Loyalty Advocacy
Marketing Sales Customer Service InnovationLoyalty
Customer identity is unresolved
“One of the biggest gaps is, how do we know Bob Smith on Twitter and in CRM are the same?” - Kim Matlock, Senior Director of Digital Marketing and CRM, Hard Rock
Ads lack context
“A friend of mine gets Christian Mingle ads, even though he’s Jewish and married. That shouldn’t happen. His religion and marital status are available on Facebook.”
-Bill Piwonka, former VP Marketing Janrain
Social Identity – definition
The information about an individual available in social media, including:1. Profile data2. Ongoing social activity
Modern Marketing requires us to know customers in order to engage them with relevant messages and experiences
Customer data and behaviors have evolved, but so have marketers’ options
Social profiles contain demographics, contact, friends, interests, skills, and more
Ongoing activity includes life events, music listens, games played, places visited…
…Follows, Shares, Mentions,Retweets, Views, etc.
Social Identity Provides Multiple Benefits
Leverage Influencers
Identify Prospects
Reach Custom Audiences
Find Lookalike Audiences
Nurture Leads
Personalize Products
Gain Real-time Insight
Retain and Reactivate
Reward Loyalty
Tap Advocates
Liberty Mutual agents track events that can help build relationships or make sales
VinTank helps wineries connect with customers and prospects using check-ins & nearby posts
Purina won my affection with my own dog
Some tools allow users to create rules to identify new opportunities
Oracle SRM, which integratesdirectly with Eloqua
Some vendors not only help find leads, but score and nurture them
NextPrinciples integrates with CRMto track traditional leads in social too
Facebook’s Custom or Twitter’s Tailored Audiences enable (re)targeting of existing contacts
Image source: http://www.stream20.com/social-direct-response-knowing-your-roi-from-your-elbow/
Facebook’s Lookalike audiences is similar but finds new audiences with similar attributes
Image source: http://www.insidefacebook.com/2014/05/27/5-effective-facebook-ad-tools-for-small-businesses/
NFL.com personalizes website and emails using social profile data from social login
Sales and support reps can benefit from greater context about individual interactions with tools like Salesforce’s Social Key
Image source: http://blog.salesloft.com/what-is-social-key
AmEx delivers deals, content & experiences based on Facebook likes and interests
“Link, Like, Love”
Capturing & Integrating Social Identity
∙ Vendors leverage Social Identity to provide value in many different ways
∙ There’s value in integrating Social Identity for use across channel and departments
Capturing Social Identity
1. Direct Association a. Email searchb Paid matching
2. Social Profiles a. Contests, etc.b. Social login
3. Social Signals a. Explicit actionsb. Text analysis
4. Inference Aggregate analysis
SEM
Website content
Ads:display,
retargeting, affiliate
SMS
Integrating Social Identity enables personalization across channels
• Profile• Friends• Reviews• Comments• Location• Shares• Views• Likes
Personalization promotes better relationships
“Research shows that personalization can deliver five to eight times the ROI on marketing spend, and lift sales 10% or more.” - McKinsey, HBR
“When asked to prioritize one capability that will be most important to their company’s marketing moving forward, personalization ranked highest.” - Adobe
Interscope Records uses Social Identity to understand customer interests and send more relevant emails
Interscope Records uses Social Identity to understand customer interests and send more relevant emails
1. Match social profiles to email through social login
Interscope Records uses Social Identity to understand customer interests and send more relevant emails
1. Match social profiles to email through social login
2. Capture social signals• Facebook Likes• Twitter Follows• Spotify Listens• Youtube Views
Interscope Records uses Social Identity to understand customer interests and send more relevant emails
1. Match social profiles to email through social login
Social scores
Append to email database
2. Capture social signals• Facebook Likes• Twitter Follows• Spotify Listens• Youtube Views
Non-Targeted EmailUnique Open Rate:
• “Batch & Blast”• Content Heavy, 20+
Promoted Items
UMG’s Interscope Records customer email
7%
Targeted Twitter Followers of • Will.i.am• Britney Spears• Lil Wayne• Diddy
Interscope sees lift in open rates by targeting with social scores
Semi-targeted EmailUnique Open Rate:
Targeted Twitter Followers of • Will.i.am• Britney Spears• Lil Wayne• Diddy
Interscope sees lift in open rates by targeting with social scores
Semi-targeted EmailUnique Open Rate:
16%
Targeted by:• “The XX” Social Scores*• Great Gatsby Social Scores
Combining social scores for even greater relevance, open rates increase 10x
Targeted EmailUnique Open Rate:
*Note: for those unfamiliar, “The XX” is a band
Targeted by:• “The XX” Social Scores*• Great Gatsby Social Scores
Combining social scores for even greater relevance, open rates increase 10x
Targeted EmailUnique Open Rate:
*Note: for those unfamiliar, “The XX” is a band
66.7%
Getting Started• Start with your challenges and objectives—what
is the best approach and will you need help from a vendor?
• Do you have existing Social Identity data? Where is it, and how is it used?
• Do you have the right data? If not, would you need outside help in finding or collecting it?
• Is or will the data be integrated? How?
• Privacy: is there permission, trust, and transparency?
• What does relevance look like to your customers? Will investment be worth it?
Trust: “Can we” vs. “Should we”
Relevance & Diminishing Returns
“We talk a lot about 1:1 marketing, but there’s a law of diminishing returns. What is relevant? How unique do we need to be for an individual vs. a persona or segment?”
- Hayden Mugford, Director, Global 1:1 Marketing
We don’t need to know everything, but wouldn’t it be nice if customer relationships felt a little more like this again?
Thank You
Charlene [email protected]@charleneli
Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.
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Altimeter Group provides research and advisory for companies challenged by business disruptions, enabling them to pursue new opportunities and business models.
Andrew [email protected]@andrewjns