Ramping Up From 0 – 60 mph To Drive And Measure Social Engagement

Ramping Up From 0–60 mph To Drive And

Measure Social Engagement

#SocialEngage

WEBINAR SPONSORED

BY

#SocialEngage

Welcome Webinar Attendees

#SocialEngage

Follow This Webinar On Twitter

#SocialEngage

#SocialEngage

About Retail TouchPoints

Launched in 2007

Over 26,000 subscribers

To provide executives with relevant,

insightful content across a variety of

digital medium

Free subscription to our weekly newsletter:

WWW.RETAILTOUCHPOINTS.COM/SIGNUP

#SocialEngage

Panelists

Debbie Hauss

Editor-in-Chief

Retail TouchPoints

MODERATOR

Dan Rubin Senior Vice President

Harte-Hanks Strategy & Insight Group

Ken Blake Senior Vice President

Harte-Hanks Analytic Consulting Group

6

Ken Blake, Senior VP, Harte-Hanks Analytic Consulting Group

Daniel Rubin, Senior VP, Harte-Hanks Strategy & Insight Group

RAMPING UP FROM 0 – 60 MPH

To Drive & Measure Social Engagement

Date 11/20/13

7

AGENDA

• Market Problem

• Bridging The Gap

• Social Breadth & Influence Scoring

• Beyond Social Linkage

• Case Study – Global Cosmetic Brand

8

A MARKETER’S DILEMMA

Today’s Brands Are Struggling To Answer These Questions About Their Target Audience…

“More than 75% of people in

most developed markets, and

even more in emerging markets,

use social tools. Instead of

asking whether their customers

use social, more marketers are

asking about how best to

interact with them through it.”

Forrester Introducing The New Social Technographics,

Oct, 2013

WHERE are your

customers online?

WHEN are

they using social tools?

HOW do they

engage and

WHAT are

they talking about?

9

#1 WHERE ARE YOUR CUSTOMERS ONLINE?

- Which social media sites are these customers most active on?

- Is there a behavioral pattern e.g. Females are more active on Pinterest?

- How to create a full 360 degree view of a customer?

Have

Account

FANS

Followers

4%

Not

Online

17%

Twitter

5% Users

Facebook

12% user

Other URLs

14%

Influencers

XX%

To Define This Component, Marketers Need To Understand The Following…

10

INCOMPLETE CUSTOMER VIEW

Segment

Customer Value Model

and RFM

Social Profiles

Presence on social sites,

reach & depth

Promotion History

# of contacts

# click/opens

# registrations

Web Data

Last session,

categories/products

browsed, number of

sessions in past month

Influencing Power

Friends, Network,

Followers, Followed,

Topics of Interest,

known for, advocates

and past engagement

Purchase History

RFM, Categories shopped,

1st purchase, tenure,

source of purchase, migration paths,

time between purchase,

direct vs. indirect channel

Engagement

Call center, opt-in,

email response

Primary Email

Multiple emails linked to

reveal the primary email

Social Elements Are Critical In Creating Rich Customer View…

11


Segment

Customer Value Model

and RFM

Social Profiles


reach & depth

Web Data

Last session,

categories/products

browsed, number of


Influencing Power

Friends, Network,


Topics of Interest,


and past engagement

Purchase History






Engagement


email response

Primary Email




12


Social Profiles


reach & depth

Web Data

Last session,

categories/products

browsed, number of


Influencing Power

Friends, Network,


Topics of Interest,


and past engagement

Purchase History






Engagement


email response

Primary Email




13


Social Profiles


reach & depth

Web Data

Last session,

categories/products

browsed, number of


Influencing Power

Friends, Network,


Topics of Interest,


and past engagement

Engagement


email response

Primary Email




14


Social Profiles


reach & depth

Influencing Power

Friends, Network,


Topics of Interest,


and past engagement

Engagement


email response

Primary Email




15


Social Profiles


reach & depth

Influencing Power

Friends, Network,


Topics of Interest,


and past engagementPrimary Email




16

#2 WHEN ARE THEY USING SOCIAL TOOLS?

CUSTOMER LIFE CYCLE

CONSIDERATION EVALUATION PURCHASE

DISCOVERY ADVOCACY

Influence Buying Decision At Every Step, Evaluate At What Touch Points “Social” Plays A Role…

17

#3 HOW DO THEY ENGAGE?

Measure & Leverage These Two Factors To Develop Contextually Relevant Marketing Strategy…

1) What Topics Attract Them & Do We

Know About Their Interests?

2) How Willing & Open Are They

Engaging With The Brand Through

Social Channels?

Influencers“Maximize the value of customers by

customizing marketing strategy for

each customer segment…”

“PROFILE TOPICS”

Football PRODUCT

MANAGEMENT MGMT Design

MASHABLE Computers Journalism Business Software

COOKING

18

BRIDGING THE GAP

Structured + Unstructured = A Winning Strategy!

19

SOCIAL MEDIA IS NOT A CHOICE!

Consumers Share Opinions In Unprecedented Numbers, This Opens Up Huge Opportunity For Marketers…

Get Into

The MINDSET

Of Socially

Connected Customers

Define Your

ONLINE TARGET

& Create Smart

Social Strategies

Engage In Social

GROUP INTERACTIONS

To Influence Purchases

Social Linkage Enhances The Customer Experience

20

HARTE-HANKS SOCIAL LINKAGE

Identify Unique Individuals And Capture Their Online Presence Across Multiple Social Sites

Name: John Doe

Email 1: [email protected]

Email 2: [email protected]

City: Los Angeles

State: California

Occupation : Makeup Artist

Facebook ID: 123123312

Twitter ID: @JagLover23

LinkedIn ID: 323423423

Influence Score: 55

[email protected]

[email protected] Social Profiling Process 360 Complete Profile

Create

customized &

relevant

communication

that aligns with

customer

segments

21

SOCIAL LINKAGE AND INFLUENCE MEASUREMENT

(S.A.M. FRAMEWORK)

Two-Tiered Framework

22

TWO SCORES TO CONSIDER

SOCIAL BREADTH SCORE

Overall Score To Gauge If Social Media Plays

A Role In A Customer’s Life Cycle

How it’s Calculated?

“Number of social networks an individual has

signed up for…”

SOCIAL INFLUENCER SCORE

Customer Shares On Social Media And

Others Respond, That’s Influence

How it’s Calculated?

“Score are derived from combinations of

attributes, such as # of social sites a person

uses, the ratio of reactions they generate

compared to the amount of content they share

and so on…”

01 10

LOW HIGH

01 100

LOW HIGH

23

STEP 1 : MEASURE SOCIAL BREADTH

Higher The Score, More Heavily The Individual Uses Social Tools…

FIRST CHOICE of

interaction is social

EXPECT creative

social strategies

Embed social tools

HEAVILY in

marketing strategies

ROOKIE KNIGHT WARRIOR TITAN

LOW

FREQUENTLY use

social everyday

ENGAGE heavily

with brands with

social tools

ESTABLISH social

tools & respect

preferences

OCCASIONAL

Social media users

APPRECIATE

branded social

interactions

Incorporate social

but don’t make it the

CENTRAL HOOK

Use Social

RARELY

Prefer OTHER

channels such as

Email, direct mail…

Focus marketing

budgets

ELSEWHERE

MARKETING

TAKEAWAY

DEFINING

BEHAVIOR

01 02 03 04 05 06 07 08 09 10

HIGH

24

STEP 2 : MEASURE INFLUENCER SCORE

More Influential That Customer Is, Higher Their Score!

BUYER

EXPLORER

INFLUENCER

Use social to stay in touch

with their favorite brands

Brands should use FB pages,

Twitter accounts, etc. to build

relationship

Strongly consider & use

social tools when buying

Brands should incorporate

ratings, social communities,

to support exploration

Most likely to spread the

word about a product,

offering or brand

Brand should actively

engage, nurture & leverage

this user group for promotion

Scores 50-100

Scores 30-50

Scores 0-30

MARKETING

TAKEAWAY

DEFINING

BEHAVIOR

LOW

HIGH

25

TIE IT ALL TOGETHER

Social Breadth scores helps marketers

understand –

How critical is social strategy for your

marketing initiatives?

Where are your customers online?

When are they using social media

during their buying cycle?


• WOM branding

• Incentivize for creating

social buzz

• Invite for ratings / review

• Leverage topics of

interests, likes, etc.

EXAMPLES

• Sweepstakes

• Incentives to promote

activity

• Use other channel to

promote social

• Company branding

• Invitations to join social

pages

• Offer redeemable

coupons

• Like / tweet to unlock

offers

• Lesser focus on social

• Better target for email,

website, and other

channels

WHEREare your

customers online?

WHENare they

using social tools?

HOW they engage and

WHAT are they talking

about ?

26

TIE IT ALL TOGETHER

Social Influencer scores helps marketers

understand –

What type of social interaction is your

target audience looking for?

Are they influencers, engagers or buyers?

How to best create a strategy that aligns

with your audience

What are they talking about (topics)?

Branded Social Media

PagesEXAMPLES Provide Ratings,

Feedback & Review

Identify & Leverage

Them for WOM

BUYERS EXPLORERS INFLUENCERS

WHEREare your

customers online?

WHENare they

using social tools?

HOW they engage and

WHAT are they talking

about ?

27

S.A.M. FRAMEWORK

Understand Your Target

High SB, High Influencer Score

(TITANS & INFLUENCERS)

Low SB, High Influencer Score

(ROOKIES & INFLUENCERS)

High SB, Low Influencer Score

(TITANS & BUYERS)

Low SB, Low Influencer Score)

(ROOKIES & BUYERS)

SO

CIA

L B

RE

AD

TH

SC

OR

E


0

100

10

TIT

AN

WA

RR

IOR

KN

IGH

TR

OO

KIE

BUYER ENGAGER INFLUENCER

A

BD

C

0

28

S.A.M. FRAMEWORK

Deliver A Personalized Experience

Invest HEAVILY in social

strategies & nurture this user

group to become BRAND

ADVOCATES

Have a social presence &

PROMOTE WOM through

influencers

Engage BUYERS though fan

pages, groups & community

Dedicate limited

RESOURCES on social &

focus on OTHER CHANNELS

SO

CIA

L B

RE

AD

TH

SC

OR

E


0

100

10

TIT

AN

WA

RR

IOR

KN

IGH

TR

OO

KIE

BUYER EXPLORER INFLUENCER

A

BD

C

0

29

CASE STUDY

Global Cosmetic Brand

30

BRAND SNAPSHOT

INTRODUCTION

• Leading Cosmetic Brand Extremely Socially Driven

• Sells Through Internet, Franchise Store, Distribution Channels

“NEW PRODUCT LAUNCH” PRIORITIES

• Leverage Existing Fan Base To Drive Traffic And Initial Sales

• Engage New Prospects To Grow Social Traffic

• Identify & Recruit “Influencers” To Promote Brand Advocacy

SALES OBJECTIVE

$21.6 MILLION

YEAR 1

TRAFFIC OBJECTIVE

7.9 MILLION

YEAR 1

REPEAT PURCHASE

13% + RATE

TOP CUSTOMER

30% PURCHASE

Ta

rge

t Retu

rn O

n In

ve

stm

en

t

31

• Targeting Social Influencers Allows

For Message Versioning And

Prioritization Of Marketing Efforts

• Develop Dynamic Content Around

Relevant Key Topics And Themes

• Encourage Brand Advocacy For Top

Social Influencers, Efficiently

Expanding The Reach Of The

Marketing Program

IDENTIFY BRAND TARGETS

32

FOCUS ON KEY SITES

• Focus marketing programs on Key

Sites that are prevalent for overall

customer base

• Avoid Wasted Budget by

eliminating low indexing sites

• Compliment CRM marketing

efforts with advertising on key sites

as an escalation point

• Focus Community Management

Efforts on key sites to develop an

active, engaged customer base

33

TWO SCORES (S.A.M. FRAMEWORK)

SOCIAL BREADTH SCORE

Overall Score To Gauge If Social Media

Plays A Role In A Customer’s Life Cycle


Customer Shares On Social Media And

Others Respond, That’s Influence

34

TIE IT ALL TOGETHER


>4% of customers

Scores >3 and <6

1.50% of customers

Scores >6 and <8

<1 % of customers

Scores >8

BR

EA

DT

H S

CO

RE

(0-1

0)

>90 % of customers

Scores (1-3

BUYERS EXPLORERS INFLUENCERSINF

LU

EN

CE

R

SC

OR

E (

0-1

00)

80% of customers

Scores (0-30)

12% of customers

Scores (30-50)

8% of customers

Scores (50-100)

35

S.A.M. FRAMEWORK

Understand Your Target

High SB, High Influencer Score

(TITANS & INFLUENCERS)

Low SB, High Influencer Score

(ROOKIES & INFLUENCER)

High SB, Low Influencer Score

(TITANS & BUYERS)

Low SB, Low Influencer Score)

(ROOKIES & BUYERS)

SO

CIA

L B

RE

AD

TH

SC

OR

E


TIT

AN

WA

RR

IOR

KN

IGH

TR

OO

KIE

BUYER ENGAGER INFLUENCER

A

BD

C

36

S.A.M. FRAMEWORK

Deliver A Personalized Experience

Invest in providing limited time FREE

PRODUCT(S) and in turn request

feedback / review / ratings

Maximize social activity by providing

coupon, discounts & entry to

sweepstakes based on activity

Drive social engagement through

TARGETED SOCIAL CAMPAIGNS

on multiple sites

Dedicate limited RESOURCES on

social & invest more on email, direct

mail, etc.

SO

CIA

L B

RE

AD

TH

SC

OR

E

TIT

AN

WA

RR

IOR

KN

IGH

TR

OO

KIE


A

BD

C


37

S.A.M. FRAMEWORK

Measuring Results

500,000 Impressions (Increment)

2% Increase in Sales (Overall)

15K + New users in Fan Base

3% Incremental Social Engagement

100,000 Impressions

4.5% Lift in Sales (For this customer

segment)

20K + Likes / Followers

<2% Social Conversion Rate

Most Email Responses 5.06% Click

through over average

SO

CIA

L B

RE

AD

TH

SC

OR

E

TIT

AN

WA

RR

IOR

KN

IGH

TR

OO

KIE


A

BD

C


38

SOCIAL LINKAGE & BEYOND

Takeaway

39

DRIVE REACH, RELEVANCE & ADVOCACY

Customer/

Influencer

Profile

Social Site

Targeting

Channel

Targeting

CRM

Integration

Develop

Marketing

Plan/

Spend

Refine/

Optimize

Monitor

Results

FACT #1

Customer Journey is no longer LINEAR

FACT #2

Need for Complete & Accurate Information

to UNIQUELY identify individuals across

channels

FACT #3

Embracing social insight to enrich CRM data

and create an omnichannel strategy is no

longer an OPTION

FACT #4

Integration NOT Isolation is driving

success today

40

BEYOND SOCIAL LINKAGE

Predictive Models

Listening Tools

Natural Language Processing

Analyze Behavior And Assess How Likely A Customer Is To Exhibit A Specific Behavior In Order To Improve Marketing Effectiveness

Understand both static preferences and time sensitive customer preferences, behaviors & trends

Incorporate NLP to organize social data and ensure key terms are put into appropriate context/sentiment

SOCIAL LINKAGE

FO

UN

DA

TIO

N

41

Execute & Drive

Results

Prioritized Strategic Roadmap

Discovery Session

Connect With Us!

HOW TO ENGAGE?

[email protected]

We’ll schedule a

follow up to

understand your

requirements...

Create a social

linkage roadmap that

makes most sense for

your brand…

Start executing on the

roadmap & drive

success!

42

THANK YOU!

Daniel Rubin

Senior Vice President,

Strategy & Insight Group

Harte-Hanks, Inc.

[email protected]

Ken Blake

Senior Vice President,

Analytic Consulting Group

Harte-Hanks, Inc.

[email protected]

mailto:[email protected]






#SocialEngage

Q&A // Submit Your Questions

#SocialEngage

Q&A // Panelists

Debbie Hauss

Editor-in-Chief

Retail TouchPoints

MODERATOR

Dan Rubin Senior Vice President

Harte-Hanks Strategy & Insight Group

Ken Blake Senior Vice President

Harte-Hanks Analytic Consulting Group

#SocialEngage

Thanks for attending the webinar!

Download these slides and view the on-demand webcast here:

http://rtou.ch/socialengage

Technology

Ramping Up From 0 – 60 mph To Drive And Measure Social Engagement