Embed Size (px)
Citation preview
#OgilvySMW
Any technology or behaviour that combines the personal impact of Social with the targeting and data of CRM
So what is Social CRM?
#OgilvySMW
• Social endorsement dramatically improves the effectiveness of content.
• Social data can drive more effective personalisation, driven by use of behavioural, interest and contextual data.
• Personalisation dramatically increases engagement at every stage of the customer journey.
Why does social matter ?
0
40
80
120
160
Nielsen recall study Target/ Comscore conversion
Control groupSocial endorsement
#OgilvySMW
• Almost every channel is starting to price access
• Even without pricing, filtering effectively increases the cost of reach (e.g. ‘Promotions’ tab in Gmail)
Declining engagement – content blindness
0
25
50
75
100
2011 2012 2013 2014 2015
PAID REACHON FB
AVERAGE ORGANIC REACH ON FB
FANS
FRIENDS OF FANS
ANYBODY ON FB
#OgilvySMW
• Huge volume for ordinary consumers plus broken filtering mechanisms means low engagement
• Spam invades every channel
Declining engagement – content blindness
pieces of content available each time somebody opens Facebook
1,500
#OgilvySMW
• Consumers now comfortable switching channels and devices
• Indications of scale: • Dark Social traffic accounts for
71% of Social traffic – a huge part of that is people sharing links through email or IM
• 40% of ecommerce purchases are started on another device (Criteo 2015)
Complex Customer Journeys
#OgilvySMW
• Declining engagement – content blindness – Targets people at the right time with things they are interested in
• A complex multi channel – multi device customer journey – Joins up on basis of behaviours, first & third party data and devices
How combining Social CRM tackles these challenges
CRM: Your customers / prospects
Social: Interests,
behaviours, connections
Customers who have a
specific interest
Switching Shopping around Purchase
They all seem the same – I can’t be bothered
Not another boring email….
That video’s actually pretty interesting
Day to day customer
Useful advice on saving for my pension…
It’s broken again! Time to tweet them.
More of the same…
Discount on my insurance – useful
Right – that’s it, I’m opting out
Interesting stuff….
At least they recognise me…
Right I’m unsubscribing
Switching Shopping around Purchase
They all seem the same – I can’t be bothered
Not another boring email….
That video’s actually pretty interesting
Day to day customer
It’s broken again! Time to tweet them.
More of the same…
Right – that’s it, I’m opting out
Right I’m unsubscribing
Business Challenge 1
AcquisitionHow to find the « Twins » of your clients
Lookalike AudiencesWe use lookalike modeling to target “twins” of people who expressed an interest for your brand and test multiple combinations for optimisation.
Client Audience Website Visitors
Fans etc.
(Custom) Audience
50 to 70% match rate
Custom Audiences can be used to target your customers. And only them.
Lookalike AudiencesWe use lookalike modeling to target “twins” of people who expressed an interest for your brand and test multiple combinations for optimisation.
« Lookalike »Through an algorithm,
Facebook identifies users with a similar profile than
an audience you own
Lookalike audiences let you reach new people who are likely to be interested in your business because they're similar than users who are.
Client Audience Website Visitors
Fans etc.
(Custom) Audience
From Reach to
Similarity : choose
the size of your
audience according
to your needs.
Lookalike Audiences can be used to identify prospects.
Lookalike AudiencesWe use lookalike modeling to target “twins” of people who expressed an interest for your brand and test multiple combinations for optimisation.
« Lookalike »Through an algorithm,
Facebook identifies users with a similar profile than
an audience you own
Lookalike audiences let you reach new people who are likely to be interested in your business because they're similar than users who are.
Client Audience Website Visitors
Fans etc.
(Custom) Audience
From Reach to
Similarity : choose
the size of your
audience according
to your needs.
Website Visitors Email Database
FansPosition in the funnel
Multiple sources : Different size of lookalikes :
1% country pop. 3% country pop.
10% country pop.5% country pop.
From very similar to broader audiencesBased on actions people did towards the brands
Identification of best performing combinations of lookalikes to improve paid performances.
Lookalike Audiences can be used to identify prospects.
Case - Drive more sales on existing customers
Need Solution Results
• Drive capsules sales on existing clients • Maximise ROI
• Segmentation : CRM database was segmented based on :
• Type of capsules customers bought (Arpeggio, Volutto, Vivalto)
• Level of consumption (5) • Personalization : one creative was
designed for every segment (15)
1. SEGMENTATION BY
Type of capsule
100-150 150-200 200-250 250-350 350 +
Level of consumption
2. PERSONALIZATION
1 creative / segment
389% ROI
Case - Drive online credit loan requests by leveraging Lookalike Audiences
Need Solution Results
Sector : Financial — KPI : Online leads
In order to enlarge the prospects base, we have leveraged lookalike audiences to target similar users than those who have expressed an interest for Cofidis (clients & fans). Campaign was ongoing and optimised daily on real-time.
Drive online conversions for credit loan requests. 2 types of credits to promote.
17% lower cost per lead for Lookalike Audiences
Case - Drive online leads by leveraging Lookalike Audiences of Website visitors
Need Solution Results
Sector : Telecom — KPI : Online leads
Drive online leads for TV, Mobile & Internet subscriptions.
4x more conversions
40% lower traffic cost
Lookalikes of website visitorsLookalikes of visitors have outperformed all other types of audiences (Interests, Behaviours, Demographics, etc.).
Applied a direct marketing approach to Social Media:
• Segmentation of the audience
• Personalization of the message
• Optimisation A/B testing
!
Generate test drive requests for the new Lexus CT200h.
88% Lower cost/test drive than other digital channels
Facebook was the best driver of conversion. In term of volumes but also in term of cost per conversion.
RESULTSCHALLENGE SOLUTION
Case - Social better than other channels to drive test drive requests
1% Digital Budget
72% Test drives
Switching Shopping around Purchase
They all seem the same – I can’t be bothered
Not another boring email….
That video’s actually pretty interesting
Day to day customer
Useful advice on saving for my pension…
It’s broken again! Time to tweet them.
More of the same…
Right – that’s it, I’m opting out
Right I’m unsubscribing
#OgilvySMW
Business Challenge 2
Email engagement20% of emails are opened. How to generate value from the 80%.
Custom AudiencesCustom Audiences feature allow you to target an email database.
Client DB
Didn’t open email
Open by did not click
Segments are uploaded on Facebook to create audiences
(128 bit md5 encryption system) 50-60% average Match Rate
Custom AudiencesCustom Audiences feature allow you to target an email database.
Client DB
Segments are uploaded on Facebook to create audiences
(128 bit md5 encryption system) 50-60% average Match Rate
Segment can be targeted with relevant message according to
their subscription
Or segment can be excluded from a targeting.
Didn’t open email
Open by did not click
Extending email strategy to Social drives better performances
DRIVE INCREMENTAL REACH TO EMAIL
Create a Custom Audience of people who don’t open email and
reach them on Facebook
Coordinated email campaigns with Facebook ads drive 77% more reach. Combined segments drive 22% more purchase than those reached only by email.
Different tactics can be designed when combining these two channels :
Extending email strategy to Social drives better performances
DRIVE INCREMENTAL REACH TO EMAIL
DRIVE CROSS-CHANNEL REPETITION
Create a Custom Audience of people who don’t open email and
reach them on Facebook
Create a Custom Audience of people who opened an email and
reach them on Facebook with similar message
Coordinated email campaigns with Facebook ads drive 77% more reach. Combined segments drive 22% more purchase than those reached only by email.
Different tactics can be designed when combining these two channels :
Switching Shopping around Purchase
They all seem the same – I can’t be bothered
Not another boring email….
That video’s actually pretty interesting
Day to day customer
Useful advice on saving for my pension…
It’s broken again! Time to tweet them.
More of the same…
Right – that’s it, I’m opting out
Interesting stuff….
Right I’m unsubscribing
#OgilvySMW
Business Challenge 3
Opt-OutHow to engage on Social people who opted-out?
Custom AudiencesCustom Audiences feature allow you to target an email database without the need to opt-in.
Client DB
Only Opt-ins can receive emails
Example, 45% of Opt-ins in database
45% of DB
Emails
Custom AudiencesCustom Audiences feature allow you to target an email database without the need to opt-in.
Client DB
Only Opt-ins can receive emails
Client DB
All matched DBwill see post in Newsfeed
Example, 45% of Opt-ins in database
DB matched with Facebook to create audiences (128 bit md5
encryption system) 50-60% average Match Rate
45% of DB
60% of DB
Emails
Social
Switching Shopping around Purchase
They all seem the same – I can’t be bothered
Not another boring email….
That video’s actually pretty interesting
Day to day customer
Useful advice on saving for my pension…
It’s broken again! Time to tweet them.
More of the same…
Discount on my insurance – useful
Right – that’s it, I’m opting out
Interesting stuff….
Right I’m unsubscribing
#OgilvySMW
Business Challenge 4
Move people in the FunnelExpose people to content based on their prior actions
Multiple actions Multiple devices
• The future of CRM in a social world is about building a farm of qualified audiences, maintaining it, leveraging every opportunity to develop it, and using it wisely.
• Every time we promote a new piece of content, we identify relevant audiences in our farm.
A farm of audiences. Not a database.
• Unlike classical emails or direct mail programs, Social CRM is not only about building a database of individuals and enriching it with additional data.
!
No action goes untracked
DEEPEN ENGAGEMENT
CULTIVATE
PRIO- RITISE
CONVERT
IDEN
TIFY
On Proximus content, capture an interest
beyond an endorsement Track who is engaging with Proximus and retarget them to cultivate participation
Optimise amplification budget by targeting participants first
Convert participants into leads and clients
Identify actions on Proximus sites, on
apps and from internal Proximus
databases
Telco example : Proximus
An Ongoing Customer Program Example : Nespresso
1 PROSPECTING
2 CULTIVATING PROSPECTS
3
4 CLOSING
5
SWAYING LEADS
GROWING CLUB MEMBERS
1 PROSPECTING
2 CULTIVATING PROSPECTS
3
4 CLOSING
5
Identifying potential Club Members
SWAYING LEADS
GROWING CLUB MEMBERS
An Ongoing Customer Program Example : Nespresso
1 PROSPECTING
2 CULTIVATING PROSPECTS
3
4 CLOSING
5
Identifying potential Club Members
Growing brand preference through a flow of relevant, appealing content, catalysing desire to know more about
SWAYING LEADS
GROWING CLUB MEMBERS
An Ongoing Customer Program Example : Nespresso
1 PROSPECTING
2 CULTIVATING PROSPECTS
3Growing knowledge & appreciation of our brand/products through coffee expertise/
4 CLOSING
5
Identifying potential Club Members
Growing brand preference through a flow of relevant, appealing content, catalysing desire to know more about
SWAYING LEADS
GROWING CLUB MEMBERS
An Ongoing Customer Program Example : Nespresso
1 PROSPECTING
2 CULTIVATING PROSPECTS
3Growing knowledge & appreciation of our brand/products through coffee expertise/sustainability content, building
4 CLOSING
5
Identifying potential Club Members
Growing brand preference through a flow of relevant, appealing content, catalysing desire to know more about
SWAYING LEADS
Driving purchase through offers/promos
GROWING CLUB MEMBERS
An Ongoing Customer Program Example : Nespresso
1 PROSPECTING
2 CULTIVATING PROSPECTS
3Growing knowledge & appreciation of our brand/products through coffee expertise/sustainability content, building
4 CLOSING
5 Growing loyalty through a flow of personal customer content, driving advocacy and
Identifying potential Club Members
Growing brand preference through a flow of relevant, appealing content, catalysing desire to know more about
SWAYING LEADS
Driving purchase through offers/promos
GROWING CLUB MEMBERS
An Ongoing Customer Program Example : Nespresso
Switching Shopping around Purchase
They all seem the same – I can’t be bothered
Not another boring email….
That video’s actually pretty interesting
Day to day customer
Useful advice on saving for my pension…
It’s broken again! Time to tweet them.
More of the same…
Discount on my insurance – useful
Right – that’s it, I’m opting out
Interesting stuff….
At least they recognise me…
Right I’m unsubscribing
Social Care
Ability to combine Social profiles with customer profiles provides significantly higher customer satisfaction
Switching Shopping around Purchase
They all seem the same – I can’t be bothered
Not another boring email….
That video’s actually pretty interesting
Day to day customer
Useful advice on saving for my pension…
It’s broken again! Time to tweet them.
More of the same…
Discount on my insurance – useful
Right – that’s it, I’m opting out
Interesting stuff….
At least they recognise me…
Right I’m unsubscribing
Targeted social Insight – 50,000 Millenial photographs
Most shared artist
Third most shared artist
Targeted social Insight – 50,000 Millenial photographs
Most shared artist
Third most shared artist
Targeted social Insight – 50,000 Millenial photographs
Most shared artist
Third most shared artist
Switching Shopping around Purchase
They all seem the same – I can’t be bothered
Not another boring email….
That video’s actually pretty interesting
Day to day customer
Useful advice on saving for my pension…
It’s broken again! Time to tweet them.
More of the same…
Discount on my insurance – useful
Right – that’s it, I’m opting out
Interesting stuff….
At least they recognise me…
Right I’m unsubscribing
