Digital Marketing at iStrategy

1. A Case for Social Commerce:
Driving ROI through Social Graph Data

2. Agenda
• Open Graph Primer: Explicit Social Truths
• Case Study: 1-800-Flowers.com
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3. Open Graph Primer:
Explicit Social Truths

4. What is possible at the convergence?
• “Re-Imagination of Nearly Everything”
APIs
(Platforms)
“Connected UX
Data” (CRM) (Beauty)
*Mary Meeker Internet Trends Report

5. Companies re-imagining everything.

6. Have a distinctly social and personalized feel.

7. Personalization has been around for awhile.
• So what has social brought?

8. 3 explicit social truths.
• Names
• Faces
• Friends

9. Examples of Onsite Social Personalization: Travel

10. Examples of Onsite Social Personalization: Rentals

11. Examples of Onsite Social Personalization: Media

12. Examples of Onsite Social Personalization: Media

13. Examples of Onsite Social Personalization: Cause

14. Examples of Onsite Social Personalization: Cause

15. Examples of Onsite Social Personalization: Cause
• More than $300 million dollars pledged
• Over 30,000 successfully funded projects.

16. Examples of Email Social Personalization
Friends’ recent activity with Subject line customized
commerce call to action with friends’ names
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17. Examples of Onsite Social Personalization: Retail

18. Names, Faces and Friends are made possible by:
Facebook’s
Open Graph

19. Big Channel
• Why you Like the Open Graph.

20. Big Data
• Why you also Like the Open Graph.

21. Actionable
Move from broad conversation and sentiment analytics to more
actionable customer level social data and analytics.

22. First Wave of Social...
• Push phenomena

23. Second Wave… Existentialist…
• Pull phenomena

24. Social Graph Data
Leveraging social graph data, product adoption can increase by up to 400%.

25. FB Historical Recap
2007 2010 2012
FB Platform FB Open Graph FBX Ad
Release Release Exchange
Social Strategies
Earned Facebook Open Graph Paid Media
Media / Apps Commerce
Leverage apps, In News Feed Customer’s Facebook
polls, posts to Purchasing, fan Facebook network Retargeting, Spon
engage audience page commerce utilized across sored Stories
on Facebook Page media channels
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26. Moving Forward…
2012 and Beyond
Social Strategies
Earned Media Open Graph Paid Media
 
Leverage Customer’s Facebook
apps, polls, posts Facebook network Retargeting, Spon
to engage 
utilized across sored Stories
audience on media channels
Facebook Page
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27. Case Study:
1-800-Flowers.com

28. Smiles design and delivered.
• 1-800-Flowers.com is actually in the business of
delivering smiles.
=
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29. Justin Bieber Deluxe Totebag.
• Social connections – between
friends, couples, coworkers – drive gift giving in
all its forms…
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30. Case Study
Background:
1-800-Flowers.com was underwhelmed by
Facebook Marketing results. They scaled
their Facebook page to hundreds of
thousands of Likes, built and deployed
apps on their fan page and executed
Facebook paid media. All with minimal
impact on sales. They expected more.
Solution:
• Social Graph data capture through Social
Emails
• Social Graph data capture through Social
Sign On
• Social and CRM audience linking to power
hyper-targeted Facebook Media
• Integrate Customer’s Facebook Network
into the Shopping Experience
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31. Process: Creating Connections
1800Flowers.com 1800Flowers.com Customer's
Site or Email Customer Friends
• Onsite Social App • Likes and Interests • Common Likes
• Connection Experience • Demographics • Close friends
• Value Exchange • Product Likes • Influencers
• Shares and Comments
• Audience • Activation • Amplification
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32. Sample Flow - Social Emails
HTML Snippet in emails • Ongoing messaging
power Social Graph Data • CRM support &
Capture integration
• Fair value-exchange to
capture social crm profile
• A/B test permissions

33. 1 Authentication ≈ 250 Social CRM User Profiles
• FB Permissioning Social:
• Gender: Male
• Age: 28
• Location: Chicago
• Brand Likes: ESPN, Adidas, Canon, Nike
• Likes & Interests: Football, basketball,
running, Chicago Bears
• Friends: Photos, Number of Friends, Names,
Birthday
• Open Graph Likes: Jeans, Shoes, Apparel
CRM:
• Email: High Email Engager
• Customer Segment: High Value
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34. Results
Challenge:
Integrate connected-user
insights into email program
to drive higher engagement
and incremental sales
Solution:
Social Email integration &
personalization
Results:
Social Email drove 10X higher consumer
engagement than standard product based
newsletters
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35. Social Sign On
Social Sign On widget for
newsletter sign up

36. Facebook UIDs and Lookalike Targeting
Valuable Facebook
user and friend
profile data collected
by Social Amp
UIDs
All your open graph data
High Value Social • UID
Consumer • Lookalike
• Likes H&M
retargeting
• 24 years old
• Influencer targeting
• NYC • Map to
• 400-500 friends transactions/ROI
• Single
• High LTV
Facebook Clusters
Facebook Sponsored Stories
and Marketplace Ads

37. Analytics Use Cases (non-CRM enabled)
Social Analytics (non-CRM enabled)
• Social Audience Profiling
• Demographics (age, gender, location etc.)
• Social Audience Segmentation (e.g. Fitness
Fanatics, Skiers, Traveling Socialites)
• Competitive Brand Analysis
• Social Funnel Analysis
• Frequency / recency of product or comparable product
liked by user
• Type of engagement on comparable products
(like, want, “OG” verb)

38. Analytics Use Cases (CRM enabled)
Social Analytics Tier (CRM enabled)
• Influence analysis
• Based on friends of users who have purchased or liked after
the user
• Profile analysis of influencers (demo, interests, activities)
• Social CRM Analysis
• Customer analysis overlaying social segments (e.g. Fitness
Fanatics, Skiers, Traveling Socialites) with purchase history
and loyalty
• Social Profile analysis of high value or LTV audience segments
(demo, interests, activities)

39. Lesson 1: Don’t Treat Social in a Silo
90% of the data that exists in the world It is projected that the amount of data
has been created in the past 2 years we create will grow by 40% each year
Availability
Voice/
video
Petabytes
Social
Knowledge
data
gap
Web log
Terabytes
data
Volume
Email and
text data
Gigabytes
CRM and
enhanced data
Usability
Megabytes
Media data
Transactions
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40. Lesson 2: Plan for the Future State of CRM
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41. Lesson 3: Trial Sponsored Stories
1 Kristen loves or 3 Gianna loves and/or
reviews a product buys…
integrated with Open Paid Media amplifies
Graph app on VS.com the action once more.
1 action ≈ 250 unique FB
sponsored stories
Paid Media to amplify action
to friends and friends of friends
2 Gianna sees Kristen’s action on
Facebook as sponsored media
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