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Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Improving Customer Experience with Social Media
Christina DuronYu Global Director of Industry Solutions Automotive and Manufacturing Industries ORACLE MARKETING CLOUD September 2016
Oracle Confidential – Internal/Restricted/Highly Restricted
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of customers research their
purchases online first.
83%
OFFLINE DATA
Online Activities Completed credit
application Configured desired model Booked test drive ONLINE DATA
Social Media is primary source of
info about automotive brands
20% Digital Plays a Large Role in Auto Shopping
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Online Drives Offline Purchase Behavior
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Total auto shopping time is spent online
75%
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Source: Autotrader.com 2015 Study
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80% Customers say that companies do not
have the context of their last conversation
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“We need to move away from thinking that we are providing a service to “provider of an experience”. This is about a complete change, about putting customer right at the very heart of it… about the long term relationship that is what is important.” --Linda Jackson -Director of Brand Citroen -Groupe PSA
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https://www.idc.com/getdoc.jsp?containerId=prUK25298814
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Top Challenges for Automotive Marketers:
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Elevating the Empowered Customer Experience
Proactive Customer Care
Understanding Big Data
Inconsistent Customer Experience
New Ways to Engage and Sell
Competition
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DESKTOP
Ratings
Page Views
Reviews
Cloud Technology Connects the Dots and Enables a Superior Customer Experience
Apps
MOBILE
Mobile Web
DIRECT MAIL
Shopping Cart
Online Purchase
SOCIAL
Follows
Likes
Shares
In-Store Purchase
CRM Data
OFFLINE
PAID MEDIA
Display Paid Search
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Retain and Grow Orchestrate omnichannel shopping
experiences across paid, owned and earned media to drive
cross-sell and up-sell revenue
11
Prospect and Acquire Connect Automotive data and activate
it across media channels
Convert Deliver tailored, optimized shopping experience to drive purchase or collect contact details
Engage Individualize experience for your known customers
Actionable Audience Profile
Integrated Platform Spans the Customer Lifecycle
Optimize & Innovate
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Listen to key customer sentiments to identify ideal customers and advocates
Oracle Social Marketing
Create audience with similar behaviors and attributes
With turnkey integration, activate data on paid Facebook or target
with sponsored tweets
12
Oracle Data Management Platform Target Via Paid Social Channels
Acquire and Engage Consumers with Social Listening and Third-Party Data
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Otto “we think these wheels would look great on your new SUV too.”
Known Customer, Greg, visits the Otto Inc website to shop for SUV
accessories and shares wheels on facebook “These would look good!”.
Greg receives a message from Otto Inc. and then receives an email with a $100
promotion towards the purchase.
He buys the wheels and takes a photo of the SUV with the new wheels. He posts to his social
media channels “#OttoIncIs Amazing #ILoveMyNewOttoSUV.
!
Improve Perception and Brand Opinion via Social Engagement
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CUSTOMER
Reviews
Surveys
Blogs
News
Chat
“This car has great gas mileage, it’s perfect for me
since I drive around 100 miles a day.”
CUSTOMER
“What is included under
the warranty for this car bought brand new...?”
CUSTOMER
CUSTOMER
“My van just konked out on me for the last
time!”
Transcripts
“I hate car shopping, can any friends recommend a
friendly dealership? ”
Understand the Voice of Consumer Analyze social shared experiences and data across many different forums
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Traditional (structured) Data Insights
Brand loyalty in online reviews
Sentiment product reviews
on website
Uncover Valuable Consumer Interests, Opinions, and Intentions
Brand mentions in online recipes
Customer survey feedback
Purchase intention
Coupons shared in social
VoC (unstructured) Data Insights
A robust, predictive
consumer data model Discounts /
Offers Campaign
spend Customer Sat scores
Units sold
Campaign effects on sales/revenue
Customer Sat effects on sales/revenue
Total revenue
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Social Relationship Management
General Motors in the USA
Usage across Marketing, Public Relations and Customer Care functions
Built a Social Media Command Center
Across 9 GM brands
120 customer feedback sites
Oracle SRM is their single tool for all social listening, engagement, publishing and analytics
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GM Social Media Youtube Video:
https://www.youtube.com/watch?v=WN7qATrwm_w
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Customer Experience KPI’s • Annual incremental purchases • Positive interaction with brand • Lifecycle growth within brand family of vehicles • Increased Retention Decreased Attrition • # of positive vs negative experiences
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Capture then Categorize Public and Internal VoC Feedback
User Generated
Behind The Scenes
Cleansing (Spam and Duplication) Categorization
Signals to any BI Tool (Topics, Indicators, Terms, Themes, Sentiment, Language)
Keyword/Boolean
Latent Semantic Analysis
Natural Language Processing /
Machine Learning
Global feed of social media from over 40 million sites
Private First Party Enterprise Unstructured Data
Classify VoC data accurately, consistently and repeatedly with powerful text analytics
Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |
Start with the Campaign
Start with the Customer
Build profiles Design an experience Interact individually
Create an offer Schedule it in the calendar
Send to a mass audience
Flip the Marketing Process and Customer Experience
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Connected Data
1st Party Data
Website CRM Email Social Commerce
2nd Party Data
Data Sharing
Audience Data Marketplace
Intent Geography Interests & Lifestyle
Demographic
Oracle Datalogix
Offline Purchase
Direct Mail
Optimization & Insights
Oracle Maxymiser Marketing Cloud Analytics
Personalization Predictive Analytics Offer Testing Social Analytics Cross-Channel
Insight Audience Analytics
Actionable Audience Profile Automotive Categories Automotive Audience Profiles
Anonymous Profile
Open Platform
App Analytics
Recommendation Engines
Cross-Channel Preference
Management
Web Analytics
ICS Integration Layer
Intelligent Orchestration
Display Video TV Web Search Mobile Email Social Store
Oracle Cross-Channel Orchestration, Email and Content Marketing for Automotive
Rapid Re-targeter Automotive Manufacturing Program Templates
Digital Experience Management
Oracle Commerce
Oracle WebCenter Sites
Oracle Micros
Oracle Social Marketing
Oracle Services Cloud
Oracle Loyalty Integration
Known Profile
Oracle Data Management Platform
Campaign Management Integrations
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Adaptive Orchestrate Automotive
experiences rapidly based on consumer behavior,
preference or attributes
Accurate Target based on both digital marketing IDs and offline purchase IDs from Automotive
purchases
Intelligent Optimize Automotive
content and experiences that are self-learning and
predictive
Open Tap into the Automotive marketing and advertising technology you rely on today
Data-Driven Connect the largest set of
anonymous and known Automotive marketing data
The Vision for Modern Marketing
24
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Customer Experience Lifecycle Excellence Required Across Entire Auto “Buy” and “Own” Customer Lifecycle
BUY Market & Sell
OWN Support & Serve
Personalized Offers, at the Right Time
Identifying Customers
Dealership Sales Models and Platforms
Online, Web-Based Research
Personalized Offers, Including Loyalty
OEM/Dealer Service Integration
OEM/Agency/Dealer Marketing Integration
Understanding Vehicle Usage (Telematics)
Gauging and Responding to Customer Service Sentiment
Segmenting and Understanding Customer Needs
Multi-Channel Interactions (i.e. Social, Mobile)
Multi-Channel Interactions (i.e. Social, Mobile)
High-Quality Sales Leads
Recommend Next Vehicle
