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Integration of social media and email marketingFebruary 2011
@DaleSimmons
Email is strong, but social media usage is growing quickly...
Social media is especially used to promote the brands they like by younger consumers
Inevitably the competition between online comms channels is becoming more heated
So marketers are using both...
Spending on social media marketing will rivalemail by 2012 according to Forrester
Luckily this reflects how consumers are using multiple ways to interact with brands
Although this is dependent on their age group...
Pew Internet Research Dec 2010
With such high investment, successful integration is essential
Although they are still using the more obvioussocial networks
Incremental reach can be easily gained by using these major platforms
500 Million Active Facebook Users
10 Billion+ Tweets Sent Since 2006 2 Billion Videos Streamed Each Day
90 Trillion Emails sent in 2009
To further shared objectives...
But varying depth of engagement across digital channels leads to different outcomes
Greater commitment at sign up is more likely to induce advocacy and future purchase likelihood.
The decision / purchase process has become much more complex
And equally important, customer value now needs to include more than just sales metrics – influence, participation etc
To tailor the customer journey intelligent use of data is essential
Data
Average visit frequency & spendConcession expenditureProduct trial propensityOverall peer group headroomCross & up-sell likelihoodAdvocacy membership propensityNet Promoter ScoreLikely Influencer Score
Potential Value
Consumer SegmentHousehold CompositionAgeIncomeMotivations & BarriersLikely occasionsCompelling offers & partnershipsNPD appeal
Needs & Attitudes
Preferred retailerDistance to retailersTravel timeLikely mode of transport
Location
Social & Mobile TechnographicsEmail receptivity – open / CTRsAd Exposure - placement, format etcWeb Analytics – site visits/pages/time
Digital Behaviour
Purchase value & frequencyProducts purchasedOnline vs. offline salesStandard price vs. discount ratio
Transaction History
Central Data
This data ultimately drives all digital activity, ensuring it is consistent, relevant & timely
“ Almost half of respondents selected coordination of communication across channels (49%) and personalising messages based on consumer behaviour (48%) as their top two challenges…”Trends in Cross-Channel Campaign Management: Emerging Channels Outpace Existing Solutions, Forrester Research Inc. (April 14, 2010)
Social
e-tailer Analytics
Display
SearchIndividual Data
Data from these sources is generally held at an individual customer level, so is easily consolidated to create a single customer view.
Aggregate Data
Usually held at an aggregate (anonymous) level, so difficult to allocate to an individual customer without the use of passive tracking cookies. Use of tracking cookies would require changes to the opt-in terms & conditions, and all customers would be driven towards incentivised acceptance of new T&Cs
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Kate searches the web for one of your new FMCG products. She clicks on your paid search ad and browses product pages on your website, but leaves without a purchase (despite deep links to the e-tailer basket).
To better understand the full customer journeyTwo days later, Kate spots your targeted display ad for the merchandise she browsed. Kate clicks your ad and explores further at your website, using your slick product comparison interface and signing up for a newsletter before clicking away.
Later in the week, you send Kate a personalised email. She clicks through, browses again, and makes her way to your Facebook fan page, where she reads products reviews by fellow socialisers.
But you don’t see Kate online again. You retarget her with another email and display ads, but they generateno click-through. What happened?
In fact, your online marketing was a success. Your online ads and email intrigued & persuaded Kate, so she bought the item she browsed online in her nearest supermarket. But you never know about that, because the transaction was recorded in a retailer ePOS system beyond your reach. How do we include robust sales data to derive ROI?
And also their digital behaviour...
0 10 20 30 40 50 60 70 80 90 100
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Food Explorers
buzz
Mobile
Segment
UK average
channel usage
social behaviour Source: Forrester Research Technographics® surveys, 2009 social consumption
Age 20- 34 and C1 or C2 or D and I always have fun at parties I'm always on the look-out for new exciting things to do and I have a positive outlook on lifeSource: CCS Media & Client Study (January 2009) Weighted by: Population 1911 (000)
0
20
40
60
80
100
Web
IM
Games
Watch video
ForumsPodcast
Read blog
Manage photos
Social Networks
Download software
Mobile
0
20
40
60
80
100Mobile internet
Take pictures
MMS
Plat games
Listen music
IM
Access social network
Bluetooth
0
20
40
60
80
100Forums
Write blogRead blog
0
20
40
60
80
100Myspace
Youtube
Friends Reunited
Bebo
Flickr
This will allow targeted comms for each segment
What are the benefits of a customer segmentation?
• Divide the market into meaningful and measurable segments according to their sentiment, influence score & frozen food needs
• Determine the potential of each segment by analysing the impact of serving each segment
• Target segments according to their sales & influence potential
• Invest resources to tailor product, service and marketing programmes to match the needs (and influence potential) of each customer segment
• Measure performance of each segment and adjust the segmentation approach over time as market conditions change.
Customers will be segmented on 3 unique criteria based on data collected at registration / competition entry:1. Brand Sentiment – based on a single NPS question2. Influence Potential – based on social media usage, volume of friends/fans/followers and contact freq3. Consumer Segment – initially based on existing segment attribution questions 4. As digital tracking data reaches critical mass we can also overlay engagement scores & propensity
models
Low
HighB
rand
Sen
time
nt
Med
ium
Re-activation Phase
Advocacy Phase
Create segment journeys to drive regular purchase
Customer Retention
Phase
Prospect Phase
1st Purchase
3rd Purchase 2nd Purchase
1st contact point(search, display, web, local press)
Welcome & up-sell
Post-purchase survey
Data-driven promotion
Product Cross-sell
Push to Facebook
Thank you & free upgrade
• Journeys will be different for each segment
• Use all available touchpoints (email, mobile, social networks, site content, search) to drive long term brand engagement
Register / time & place info
Occasion Targeting
Win-back offer
MGM / Refer-a-friend
Data-drivenpromotion
Drive back promotion
Which will provide a broader platform for interacting with the brand....
Evolution of the current CRM offering
CRM eCRM sCRM
sCRM recognizes that whether someone recommended, purchased, or simply recognized a product or service publicly makes an impact on behaviour at varying levels.
Customer Value Customer ValueParticipationInfluence score
Customer ValueEngagement
sCRM – What exactly is it?
The objective is to increase the value & length of the customer lifecycle
SearchDisplay
Site ListingsLocal PressC
han
nel Search
EmailSite ListingsLocal Press
EmailSocial MediaSite ListingsLocal Press
Social MediaMobileEmail
Site Content
Social MediaMobileEmail
Site Content
Acquire
Suspect Prospect Customer Active Customer Advocate
Best Customer Lifecycle
Bespoke time & place info
Lead nurtureWelcome
Cross & Up sell
Activation
Advocacy
Customer satisfaction
Drive visit freq
Convert
Loyalty benefits
Typical Customer Lifecycle
Social Participation
Grow Retain Empower
Achieved by using both traditional email and real-time social approaches
Acquire
Suspect Prospect Customer Active Customer
Advocate
Convert Grow Retain Empower
Events
Triggers
Behaviour
Influence
Real Time Social Traditional email
Data
Segmentation
RFM / LTV
ROI
Our Approach
PersonalisedLifestyle
MarketingCampaignsPrograms
RetentionLoyalty
Advocacy
AwarenessParticipationAcquisition
Multichannel Digital CRM
sCRM – Intelligent use of data is essential
Social CRM is achieved through the integration of digital analytics (web, email, mobile, search, video etc), social media analytics and other CRM management analytics to determine and articulate social media ROI (e.g. Radian6 with WebTrends and Alterian)
Making it happen right now
Court your best email customers and encourage them to become fans or followers in social media
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Then provide them with the tools to share their knowledge and their passion
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Use analytics to segment your database and send targeted communications that inspire commenting and sharing
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Use the combination of email and social media to provide multiple ways for consumers to interact with the brand – brand interactions in social media are often perceived as less intrusive
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