Leveraging Social Identity презентация

scale?

we know Bob Smith on Twitter and in CRM are the same?”
- Kim Matlock, Senior Director of Digital Marketing and CRM, Hard Rock

though he’s Jewish and married. That shouldn’t happen. His religion and marital status are available on Facebook.”
-Bill Piwonka, former VP Marketing Janrain

media, including:
Profile data
Ongoing social activity

them with relevant messages and experiences

Shares, Mentions,
Retweets, Views, etc.

make sales

nearby posts

SRM, which integrates
directly with Eloqua

them

NextPrinciples integrates with CRM
to track traditional leads in social too

source: http://www.stream20.com/social-direct-response-knowing-your-roi-from-your-elbow/

attributes

Image source: http://www.insidefacebook.com/2014/05/27/5-effective-facebook-ad-tools-for-small-businesses/

login

interactions with tools like Salesforce’s Social Key

Image source: http://blog.salesloft.com/what-is-social-key

interests

“Link, Like, Love”

in many different ways
There’s value in integrating Social Identity for use across channel and departments

eight times the ROI on marketing spend, and lift sales 10% or more.”
- McKinsey, HBR

“When asked to prioritize one capability that will be most important to their company’s marketing moving forward, personalization ranked highest.”
- Adobe

more relevant emails

more relevant emails

1. Match social profiles to email through social login

more relevant emails

1. Match social profiles to email through social login

2. Capture social signals
Facebook Likes
Twitter Follows
Spotify Listens
Youtube Views

more relevant emails

1. Match social profiles to email through social login

Social scores

Append to email database

2. Capture social signals
Facebook Likes
Twitter Follows
Spotify Listens
Youtube Views

Records customer email

7%

rates by targeting with social scores

Semi-targeted Email
Unique Open Rate:

rates by targeting with social scores

Semi-targeted Email
Unique Open Rate:

16%

for even greater relevance, open rates increase 10x

Targeted Email
Unique Open Rate:

*Note: for those unfamiliar, “The XX” is a band

for even greater relevance, open rates increase 10x

Targeted Email
Unique Open Rate:

*Note: for those unfamiliar, “The XX” is a band

66.7%

and will you need help from a vendor?
Do you have existing Social Identity data? Where is it, and how is it used?
Do you have the right data? If not, would you need outside help in finding or collecting it?
Is or will the data be integrated? How?
Privacy: is there permission, trust, and transparency?
What does relevance look like to your customers? Will investment be worth it?

there’s a law of diminishing returns. What is relevant? How unique do we need to be for an individual vs. a persona or segment?”

- Hayden Mugford, Director, Global 1:1 Marketing

if customer relationships felt a little more like this again?

report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.

For Slides, send an email to slides@altimetergroup.com

Altimeter Group provides research and advisory for companies challenged by business disruptions, enabling them to pursue new opportunities and business models.

Andrew Jones
andrew@altimetergroup.com
@andrewjns