Socialize Your Site: integrating your social and site audiences

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1 Socialize Your Site: integrating your social and site audiences

2 Agenda social CRM evolution site + social connected audiences social Results: client examples 2

3 Social CRM Evolution You are here! Build Scale Connect Integrate Target BRAND Social ROI 3

4 Website Strategy BRAND search display Goal: Convert! research pricing decisionmaking Goal: Info! 4

5 Social Strategy BRAND search display FB media Goal: Fans! friends discussion 81% of consumers check with their networks before making a buying decisionmaking decision. Goal: Connect! 5 5

6 A typical social strategy 6

7 Like Me! Macy s Your brand Your brand Your brand Your brand Your brand Your brand Your brand Your brand =? 7

8 Who are my fans? 8

9 What are their interests? 9

10 Are my fans also customers? 10

11 Are they subscribers? 11

12 Are they high value? 12

13 Disconnected Audience Demographics? Interests? activity? Site activity? Purchase activity? Value? 13

14 Creating and activating a connected audience 14

15 Levi s is requesting permission to do the following: Connect With Me! Your brand Levi s Connected Audience Levi s is requesting permission to do the following: Levi s may me directly at rsfleck@gmail.com. 15

16 Levi s: Connected Site 16

17 Levi s: Connected Site Integrated Facebook network; shop with friends Mitigate feed pressure control content Insert most relevant social content at key decision point Integrate social CRM opportunities 17 Goal: Fans + Engagement + Conversion!

18 Site Socialization Platform Facebook Preferred Developer Platform Open Graph object management and inventory optimization Smart-Tagging for easy implementation Real time data collection with dashboard reporting Social Integration Technology Platform Custom modules accelerate process Scalable platform that expands with your audience 18

19 Connected Data Social: Gender: Female Age: 29 Location: New York City Interests: Apple, Foster the People, Starbucks Friends: Photos, Number of Friends, Names, Birthday Likes: Jeans, Tops, Shoes CRM: High Engager Customer Segment: High Value Past Purchase: Skinny Jeans 19

20 1: Connecting Facebook Audience Fan Intelligence Name = John Smith = jsmith@gmail.com Customer Segment = 1 Customer Value = High Name = Mary Davis = mdavis@gmail.com Customer Segment = 3 Customer Value = Medium 20

21 2: Targeting Mass Messaging Fan Targeting Likes = Denim, Shoes Facebook Content = Shoe, Demin Offer = High Value Likes = Dresses, Skirts Facebook Content = Dresses, Skirts, Accessories Offer = Medium Value 21

22 3: Integrating Social Silo Social Integration site personalization targeting search optimization facebook media 22

23 Connected Insights Fan Intelligence Facebook Activity Fans - 80% Connected Fans - 20% 80% 70% 60% 50% 40% 30% 20% 10% 0% 71% 18% 11% Active Hyper-Active Lapsed Social Value Drivers Value by Segment $8 $7 $6 $5 $4 $3 $2 $1 $0 $3.50 $7.25 $ % 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Low Medium High Like Wishlist Birthdays Segment 1 Segment 2 Segment 3 23

24 Putting it in play: client examples 24

25 Levi s Friend s Store Connect: Log on to the Friend s Store to see what your friends like and are buying 25

26 Levi s Friend s Store Permission: Social CRM-focused terms of service permission process Levi s is requesting permission to do the following: Levi s is requesting permission to do the following: Levi s may me directly at rsfleck@gmail.com. 26

27 Levi s Friend s Store Execute: Browse friend content, make informed decision to purchase jeans 27

28 Levi s Friend s Store Integrate: Fan profile information informs media targeting Male Arcade Fire Indiana Jones Female Britney Spears Starbucks Sponsored Levis.com Sponsored Levis.com Get the look: skinny jeans of all sizes Learn your perfect curve 28

29 Levi s Friend s Store Results Acquisition: Referral traffic from Facebook increased 40 times after Friend Store launch outpacing Google! 40x 29

30 Levi s Friend s Store Implement: Implemented technology solution and strategy in 3 weeks Timeline: Week 1 Week 3 Kick-off Levi s Resources: Technical Project Manager Website Code: Launch Designer (Agency) <sa:page></sa:page> <sa:like></sa:like> <script src=" type="text/javascript"></script> 30

31 1-800Flowers.com Connect: Log on to the Birthday s Module to receive birthday reminders for your friends 31

32 1-800Flowers.com Permission: Social CRM-focused terms of service permission process 32

33 1-800Flowers.com Execute: Site content is populated based on your friends birthdays 33

34 1-800Flowers.com Integrate: Connected fans receive targeted reminders for friends birthdays 34

35 1-800Flowers.com Results Engagement: Targeted birthday messages drive engagement rates 10 times higher than their average engagement rate 10x 35

36 1-800Flowers.com Implement: Implemented technology solution and strategy in 4 weeks Timeline: Week 1 Week 4 Kick-off Launch Flowers Resources: Technical Project Manager Website Code: 36

37 Estee Lauder: smashbox Connect: Log on to the Social Shop to shop for make-up with your friends 37

38 Estee Lauder: smashbox Permission: Social CRM-focused terms of service permission process Smashbox is requesting permission to do the following: Smashbox may me directly at 38

39 Estee Lauder: smashbox Execute: Browse friend content, make informed decision wear lip gloss 39

40 Estee Lauder: smashbox Integrate: Fans can receive targeted messages on FB based on their preferences on site 40

41 Estee Lauder: smashbox Integrate: Fans can receive targeted messages on FB based on their preferences on site 41

42 Estee Lauder: smashbox Results Commerce: Smashbox customers who connect to the Social Store spend 79% more on each purchase than customers who do not connect. 79% 42

43 Estee Lauder: smashbox Implement: Implemented technology solution and strategy in 7 weeks Timeline: Week 1 Week 7 Kick-off Website Code: Launch Estee Lauder Resources: Technical Project Manager Designer <sa:page></sa:page> <sa:like></sa:like> <script src=" type="text/javascript"></script> 43

44 Five Tips to Get Started 1 Start permissioning data from CRM perspective ask for optin during the social app process 2 Create extended-journey app experiences avoid quick-hit contests, giveaways 3 Develop a social CRM contact strategy creating a value-exchange that keeps Fans engaged 4 Leverage a phased approach to integrate the site and social experience 5 Combine efforts with social, , mobile, search, display teams to leverage social insights across digital initiatives 44

45 Example: A Phased Approach Crawl Walk Run Proof of Concept 6 8 wks Analysis / Optimization New module refresh Analysis / Optimization Social offer delivery / optimization Listening & Plug-in Analysis Solution Finalization Creative Dev Solution development Solution Launch Strategy Development Solution Approval Creative Approval CRM & Media Integration Plan Site Integration (tagging) CRM / Media drivers Merkle Connect Client Solution strategy (module, plug-ins, Friend Store) agreement milestone 45

46 Discussion Questions How does your company evaluate / measure social performance? Who owns social in your company? PR, Brand, CRM,? How are you using social as part of your marketing strategy? New customer acquisition, engagement, retention, branding, etc? Have you started integrating your website and social audiences? 46

47 Thank You! Merkle Rich Fleck VP, GM Merkle Connect merkleconnect.com/blog