This session will examine how marketing results can be supported by a Social CRM approach. Using experience gained from running 1000s of social media campaigns with brands such as Nokia, Stella Artois and Rakuten across more than 50 countries, Richard will discuss how it is Social CRM data that is beginning to shape the way brands approach social marketing programs.

2. About Us 1
A Facebook Preferred
Marketing API
Developer
Red Herring Top 100
Award Winner
50 Serving clients
around the
Countries world

3. Who have we worked with? 2

4. Social
CRM?

5. Social vendor landscape 1
Community management
Manage the conversation, route incoming requests and support
The Facebook page building tools
Brand and presence management for Facebook - the CMS for social media
Advocacy & loyalty tools
Understand influencers, build referral and advocacy programs, track results
The social campaign tools
Revenue and brand engagement - get leads, build awareness, drive sales
The social media monitoring tools
Understanding & Analytics - sentiment analysis, engagement, decision support

6. Social CRM & Marketing 2
Management
Monitoring
Marketing

7. Campaigns & social CRM 3
Loyalty & advocacy marketing: live
3 audience database allowing
segmentation based on fans social
graph influence and lifetime value
Global multi-territory
2 management and
targeting for campaigns,
pages and content.
Campaign journey
1 management and
reporting across desktop
and mobile.

8. Campaigns

9. A library of campaign types 1

10. Easy campaign creation 2
“EngageSciences allows us to create
and manage multiple campaigns
simultaneously with limited resource
The mixture of campaign types
and frequently refreshed content
helps to keep users engaged”
Chris Howard, Director
Online Marketing, Play.com

11. Control of data capture 3
Whether you
need to build
simple forms for
data capture or
complex
question and
answer quiz
formats,
business users
are in control of
what data they
want to capture
from social
media
followers.

12. Sample campaign 4
Our apps and
campaigns
are designed
to provide an
experience
that leverages
gamification
principles

13. Incentive based engagement 5
1 2

14. Gamification 6
After answering a defined set of
questions entrants can unlock
access to a prize draw

15. Gamification 7
Questions are timed and entrants
are given limited lives they can
use to achieve the best score

16. Data capture 8

17. Leader boards 9

18. Friend challenge 10

19. Content & multiple promotions 11
The Cannes
Cinema Club
campaign
involved
multiple
engagement
mechanisms

20. Rich content pages 12

21. Commerce pages
Facebook Devices Page
Device List Page
Creator: Lee Shepstone | Modified: Thu May 24 2012
13
Top Phones Share
The Amazing Lumia 900
FREE from £30/ month on contract
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Beautifully different
Nokia Lumia – t he f astest way t o your favourit e people, places, and t hings.
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Device Title Lumia 800 Device Title Lumia 610
NEW
Lumia 900 Device Title Device Title Device Title

22. Action Specs & advocacy 14
Incorporate custom
actions specs for
your brand that
generate stories
across Facebook
and that can also
be used for ad
targeting. In this
example Nokia are
using ‘Want it’ and
‘Own it’.
Advocacy is used to
help promote the
product on the
overlay details
page. This is
collected, filtered
and published from
Engage Sciences

23. Reviews & pricing feed 15
Real time pricing
feed integration
ensures the latest
prices across
operators is
displayed to fans
A Bazaarvoice
integration shows
product reviews
to fans on the
overlay product
details page
ensuring all forms
of social
advocacy are on
display

24. Content targeting 16
Easily clone
whole pages
or create
variations for
campaigns,
promotions or
content that
can be
targeted
based on age,
language or
location

25. Used to create great tabs 17
1Nokia countries
build and manage
their own pages
using our product
2
The content and layout
of the pages are
updated regularly in
each market leading to
better fan experiences

26. Granular view of performance 18
Detailed campaign reports
1 looking at views, clicks,
conversions, shares and
invites over time
Track and compare
2 referrals sources and media
breakdown to see what
seeding tactics drive the
most conversions
Reports cover aggregate
3 views of all campaigns as
well as page statistics such
as views and shares

27. Social CRM
& Campaigns

28. You know your audience 1

29. The value & activity of each fan 2
Being able to
execute a social
campaign is
only the
beginning
We create a record
for every fan who
interacts with your
campaigns, so you
can understand
who they are over
time and the
conversions they
drive amongst their
friends. It is a
goldmine of data
that can be used to

30. Loyalty programs
Refer a friend
Start: Understand the program and get incentivised to start
Creator: Lee Shepstone | Modified: Tue Apr 03 2012
Refer a friend
Reward dashboard: Check your rewards and earnings
Creator: Lee Shepstone | Modified: Tue Apr 03 2012
3
Refer a friend Share
Refer a friend Share
Share. Reward. Earn.
Refer
hello alex
Welcome back to your reward dashboard.
9 Friends invited so far. You can always
invite more.
one
Refer just one friend to
five
Refer five friends to Nokia
win
Our top referrers can win
1 Referral unlocked. Get 25% off any
Nokia speakers or headphones
accessories.
Claim
Nokia, and claim your and you'll get an fabulous prizes. Each
reward. Your friend gets exclusive reward only month we give out
a deal too. available here. amazing and exclusive
prizes to our most loyal
fans. 2 More referrals to go. Unlock your next reward
when you reach 5 referrals.
Your friends who've joined
Nokia refer a friend
Recent fans collecting
rewards
Refer
Invite more friends Share to all
Get more friends on board Post to your wall, earn
when friends click through
Invite Share

31. That reward influence
Refer a friend
Check redemption: An invitee returns to the system to redeem
Creator: Lee Shepstone | Modified: Tue Apr 03 2012
Refer a friend
Enter: Confirm details, and supply proof of purchase
Creator: Lee Shepstone | Modified: Tue Apr 03 2012
4
Refer a friend Share
Refer a friend Share
Earn
hello octavia
1
Reward unlocked.
See your rewards below. Have your sales receipt or IMEI number
Share
Rewar
ready to claim.
2 More great offers
Click to see more offers available. almost done
Please confirm the details we have are correct.
£50 off. Get £50 off a White Nokia Lumia 800 from
Carfone Warehouse. Exclusive to Facebook. Name: Octavia
First name
Moneypenney
Surname
d
Claim my reward Email: Octavia@gmail.com
I would like t o be not ified about f ut ure deals and offers f rom Nokia
Dawson Moneypenney recommended
these offers to you
Proof of purchase
Please upload a scanned copy or picture of your receipt, showing the purchase
of your device. It can be in jpg, png or pdf format.
Provide
more great offers
Facebook Exclusive
Receipt : Upload rewards,
£50 off a White
Lumia 800
If you're looking for a white Nokia Lumia,
Device Identification - IMEI number
deals and
offers to
3 is the place to go. This is an exclusive
offer to Nokia Facebook fans.
Please carefully type your IMEI number into the space below . You can get it
from your phone by typing *#06#.
Get Voucher
£10 worth of apps
IMEI:
people in
Get your Facebook exclusive code,
which entitles you to a free set of
games on Windows Phone 7.
Finish
return for
Get Voucher
providing
referral
Recent fans collecting
rewards, you can too. conversion
Refer
s amongst
their

32. Listen, reply & PUBLISH!!! 5
1 Set up feeds that
concern your campaign
from across the social
web
publish to your campaign
pages 2
Monitor, filter, find and

33. Integrate the voices of fans 6
Integrate curated user commentary,
reactions, reviews, photos and
videos from across Twitter, youtube,
flickr, Facebook, Bazaarvoice and
many other sources directly into
your pages or into your website
Curation
is the
key.
You hold
the power
to publish
only what
you want
from across
the social
web.

34. Customer acquisition & revenue 7
500% increase in
Facebook referred revenue
700% increase in fans
300K
Play.com implement
EngageSciences
Facebook
Fans
30K
Timeline
January 2011 January 2012
Play.com Amazon UK

35. It works