Calculating Relationships Using data-driven customer targeting for a better brand experience
Who is this person? 2
Who is this person? 3
Who is this person? 4
Who is this person? 5
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Today s Agenda Part I: Sourcing Your Data Where can we find the data needed to build an audience? What strategies can be used build out a hypertargeted audience? Part II: Building Relationships What are some of the benchmarks we need to set at the beginning of a campaign/program? How can we begin to reach these hypertargeted demographics with social advertising? 7
Why We re Here 8
Why We re Here 9
Why We re Here 10
Why We re Here 11
Why We re Here DEFENSE AWARENESS ADVOCACY PSEUDO-SALES AGENT UNDERSTANDING LOYALTY INTEREST AFFINITY TRIAL BELIEF 12
Why We re Here The CLTV (Customer Lifetime Value) of brand advocates is, on average, three times that of the average customer. (Forrester) 13
Why We re Here 14
Data Sources Where can we find the data that will help improve our messaging?
Owned social data Data Sources 16
Data Sources 17
Owned social data Data Sources Web data (raw or visualized) 18
Data Sources 19
Data Sources 20
Data Sources Owned social data Web data (raw or visualized) CRM data 21
Data Sources 22
Data Sources Owned social data Web data (raw or visualized) CRM data Industry data 23
Data Sources 24
Structuring and Segmentation Finding the right tools and implementing the best practices for your data.
Top Tools: Developers 26
Top Tools: Non-Developers 27
Exercise Consider a few of the places from which you can source valuable data. Mark down the ones that you are going to use. 28
Remember THINK SMALL ABOUT BIG DATA 29
Opportunity Mining Sifting through your structured data and identifying opportunities.
Opportunity Mining Spikes in engagement of social media content Increased social referral traffic to website Increased (positive) brand mentions on and off owned social channels Outlier and influence points for various KPIs 31
Opportunity Mining: KPI Outliers 32
Opportunity Mining: Insight Correlation 33
Opportunity Mining: Content Outliers 34
Opportunity Mining: Conversion Outliers 35
Brief Intermission
Hypertargeting How to create audience pockets that convert.
Building Audience Pockets 38
Building Audience Pockets Age vs. Income r 0.5 Limit ad spends on high priced products or services to users over the audience median age Income vs. Marital Status r 0.5 Ad spends for higher priced products or services should be targeted to audiences with family ties 39
Building Audience Pockets Gender Interests Traditional Demos Age Location Behaviors Target Demographics Hypertargeted Demographics 40
Exercise Think about some of the characteristics of the client persona you ve just described. Determine what tone of voice will resonate best. 41
Content Optimization Creating hypertargeted content strategies that engage consumers.
Building Your Voice 43
Building Your Voice 44
Building Your Voice How (business) relevant was the engaged audience? Did this result in conversions, or engagement vanity metrics? How (business) relevant was the medium in question? Is this a platform where an investment would yield returns? 45
Exercise Creating a brand voice for specific client personas is crucial. Outline one client persona you will target. 46
Social Advertising Placing your hypertargeted message in front of the right people.
Access to a vast audience.
Reach the right people.
Analyze and adjust.
Dollars go a long way.
How can budgets be optimized on social advertising campaigns? 52
Incremental Bidding 53
Incremental Bidding 54
Incremental Bidding 55
Incremental Bidding 56
Exercise Social advertising is a key component to successfully reaching your audience. Define the media and budgets you plan to use. 57
Time for your questions! 58
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