Are you effectively driving results through social channels? Leading brands are leveraging social business models to break down silos and deliver marketing results. This webinar maps out the landscape for data-driven marketing, with both traditional and new, innovative strategies. Highlights include: - Integrating customer profiles to improve marketing efficiency; - Targeting shoppers with personalized and highly relevant messaging; - Enriching social profiles with demographics and preferences; and - Readjusting data-driven marketing initiatives to improve the customer experience at every touch point.

1. Ramping Up From
0–60 mph To Drive And
Measure Social Engagement
WEBINAR
SPONSORED
BY
#SocialEngage

2. Welcome Webinar Attendees
#SocialEngage

3. Follow This Webinar On Twitter
#SocialEngage
#SocialEngage

4. About Retail TouchPoints
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#SocialEngage

5. Panelists
Ken Blake
Senior Vice President
Harte-Hanks Analytic
Consulting Group
Dan Rubin
Senior Vice President
Harte-Hanks Strategy & Insight
Group
MODERATOR
#SocialEngage
Debbie Hauss
Editor-in-Chief
Retail TouchPoints

6. RAMPING UP FROM 0 – 60 MPH
To Drive & Measure Social Engagement
Ken Blake, Senior VP, Harte-Hanks Analytic Consulting Group
Daniel Rubin, Senior VP, Harte-Hanks Strategy & Insight Group
Date 11/20/13
6

7. AGENDA
•
•
•
•
•
Market Problem
Bridging The Gap
Social Breadth & Influence Scoring
Beyond Social Linkage
Case Study – Global Cosmetic Brand
7

8. A MARKETER’S DILEMMA
Today’s Brands Are Struggling To Answer These Questions About Their Target Audience…
WHERE are your
customers online?
HOW do they
engage and
WHAT are
they talking about?
WHEN are
they using social
tools?
“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
8

9. #1 WHERE ARE YOUR CUSTOMERS ONLINE?
To Define This Component, Marketers Need To Understand The Following…
-
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?
Twitter
5% Users
FANS
Have
Followers
Account
4%
Facebook
12% user
Influencers
XX%
Other URLs
14%
Not
Online
17%
9

10. INCOMPLETE CUSTOMER VIEW
Social Elements Are Critical In Creating Rich Customer View…
Social Profiles
Presence on social sites,
reach & depth
Segment
Customer Value Model
and RFM
Promotion History
# of contacts
# click/opens
# registrations
Web Data
Last session,
categories/products
browsed, number of
sessions in past month
Purchase History
RFM, Categories shopped,
1st purchase, tenure,
source of purchase, migration paths,
time between purchase,
direct vs. indirect channel
Primary Email
Multiple emails linked to
reveal the primary email
Influencing Power
Friends, Network,
Followers, Followed,
Topics of Interest,
known for, advocates
and past engagement
Engagement
Call center, opt-in,
email response
10

11. INCOMPLETE CUSTOMER VIEW
Social Elements Are Critical In Creating Rich Customer View…
Web Data
Last session,
categories/products
browsed, number of
sessions in past month
Social Profiles
Presence on social sites,
reach & depth
Segment
Customer Value Model
and RFM
Purchase History
RFM, Categories shopped,
1st purchase, tenure,
source of purchase, migration paths,
time between purchase,
direct vs. indirect channel
Primary Email
Multiple emails linked to
reveal the primary email
Influencing Power
Friends, Network,
Followers, Followed,
Topics of Interest,
known for, advocates
and past engagement
Engagement
Call center, opt-in,
email response
11

12. INCOMPLETE CUSTOMER VIEW
Social Elements Are Critical In Creating Rich Customer View…
Web Data
Last session,
categories/products
browsed, number of
sessions in past month
Social Profiles
Presence on social sites,
reach & depth
Purchase History
RFM, Categories shopped,
1st purchase, tenure,
source of purchase, migration paths,
time between purchase,
direct vs. indirect channel
Primary Email
Multiple emails linked to
reveal the primary email
Influencing Power
Friends, Network,
Followers, Followed,
Topics of Interest,
known for, advocates
and past engagement
Engagement
Call center, opt-in,
email response
12

13. INCOMPLETE CUSTOMER VIEW
Social Elements Are Critical In Creating Rich Customer View…
Social Profiles
Presence on social sites,
reach & depth
Primary Email
Multiple emails linked to
reveal the primary email
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
Engagement
Call center, opt-in,
email response
13

14. INCOMPLETE CUSTOMER VIEW
Social Elements Are Critical In Creating Rich Customer View…
Social Profiles
Presence on social sites,
reach & depth
Primary Email
Multiple emails linked to
reveal the primary email
Influencing Power
Friends, Network,
Followers, Followed,
Topics of Interest,
known for, advocates
and past engagement
Engagement
Call center, opt-in,
email response
14

15. INCOMPLETE CUSTOMER VIEW
Social Elements Are Critical In Creating Rich Customer View…
Social Profiles
Presence on social sites,
reach & depth
Primary Email
Multiple emails linked to
reveal the primary email
Influencing Power
Friends, Network,
Followers, Followed,
Topics of Interest,
known for, advocates
and past engagement
15

16. #2 WHEN ARE THEY USING SOCIAL TOOLS?
Influence Buying Decision At Every Step, Evaluate At What Touch Points “Social” Plays A Role…
CONSIDERATION
EVALUATION
DISCOVERY
PURCHASE
ADVOCACY
CUSTOMER LIFE CYCLE
16

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?
“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
Influencers
17

18. Structured + Unstructured = A Winning Strategy!
BRIDGING THE GAP
18

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
19

20. HARTE-HANKS SOCIAL LINKAGE
Identify Unique Individuals And Capture Their Online Presence Across Multiple Social Sites
Name: John Doe
Email 1: JohnD@gmail.com
Email 2: JDoe@Yahoo.com
City: Los Angeles
State: California
Occupation : Makeup Artist
Facebook ID: 123123312
Twitter ID: @JagLover23
LinkedIn ID: 323423423
Influence Score: 55
JohnD@gmail.com
JDoe@yahoo.com
Social Profiling Process
Create
customized &
relevant
communication
that aligns with
customer
segments
360 Complete Profile
20

21. Two-Tiered Framework
SOCIAL LINKAGE AND INFLUENCE MEASUREMENT
(S.A.M. FRAMEWORK)
21

22. TWO SCORES TO CONSIDER
SOCIAL BREADTH SCORE
SOCIAL INFLUENCER 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
01
10
01
LOW
HIGH
LOW
100
HIGH
How it’s Calculated?
How it’s Calculated?
“Number of social networks an individual has
signed up for…”
“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…”
22

23. STEP 1 : MEASURE SOCIAL BREADTH
Higher The Score, More Heavily The Individual Uses Social Tools…
ROOKIE
DEFINING
BEHAVIOR
MARKETING
TAKEAWAY
KNIGHT
WARRIOR
TITAN
 Use Social
RARELY
 OCCASIONAL
Social media users
 FREQUENTLY use
social everyday
 FIRST CHOICE of
interaction is social
 Prefer OTHER
channels such as
Email, direct mail…
 APPRECIATE
branded social
interactions
 ENGAGE heavily
with brands with
social tools
 EXPECT creative
social strategies
 Focus marketing
budgets
ELSEWHERE
 Incorporate social
but don’t make it the
CENTRAL HOOK
 ESTABLISH social
tools & respect
preferences
 Embed social tools
HEAVILY in
marketing strategies
01
LOW
02
03
04
05
06
07
08
09
10
HIGH
23

24. STEP 2 : MEASURE INFLUENCER SCORE
More Influential That Customer Is, Higher Their Score!
INFLUENCER
EXPLORER
BUYER
 Strongly consider & use
social tools when buying
HIGH
 Most likely to spread the
word about a product,
offering or brand
Scores 50-100
 Brand should actively
engage, nurture & leverage
this user group for promotion
Scores 30-50
 Brands should incorporate
ratings, social communities,
to support exploration
DEFINING
BEHAVIOR
MARKETING
TAKEAWAY
 Use social to stay in touch
with their favorite brands
 Brands should use FB pages,
Twitter accounts, etc. to build
relationship
Scores 0-30
LOW
24

25. TIE IT ALL TOGETHER
WHERE
Social Breadth scores helps marketers
understand –
are your
customers
online?
How critical is social strategy for your
marketing initiatives?
HOW they
WHEN
engage and
WHAT are
they talking
about ?
are they
using social
tools?
ROOKIE
•
•
EXAMPLES
Lesser focus on social
Better target for email,
website, and other
channels
Where are your customers online?
When are they using social media
during their buying cycle?
KNIGHT
•
•
•
Invitations to join social
pages
Offer redeemable
coupons
Like / tweet to unlock
offers
WARRIOR
•
•
•
•
Sweepstakes
Incentives to promote
activity
Use other channel to
promote social
Company branding
TITAN
•
•
•
•
WOM branding
Incentivize for creating
social buzz
Invite for ratings / review
Leverage topics of
interests, likes, etc.
25

26. TIE IT ALL TOGETHER
WHERE
are your
customers
online?
Social Influencer scores helps marketers
understand –
What type of social interaction is your
target audience looking for?
HOW they
engage and
WHAT are
they talking
about ?
WHEN
are they
using social
tools?
BUYERS
EXAMPLES
Branded Social Media
Pages
Are they influencers, engagers or buyers?
How to best create a strategy that aligns
with your audience
What are they talking about (topics)?
EXPLORERS
INFLUENCERS
Provide Ratings,
Feedback & Review
Identify & Leverage
Them for WOM
26

27. S.A.M. FRAMEWORK
TITAN
Understand Your Target
A
10
WARRIOR
C
0
100
KNIGHT
ROOKIE
SOCIAL BREADTH SCORE
High SB, High Influencer Score
(TITANS & INFLUENCERS)
High SB, Low Influencer Score
(TITANS & BUYERS)
Low SB, Low Influencer Score)
(ROOKIES & BUYERS)
0
Low SB, High Influencer Score
(ROOKIES & INFLUENCERS)
D
BUYER
B
ENGAGER
SOCIAL INFLUENCER SCORE
INFLUENCER
27

28. S.A.M. FRAMEWORK
TITAN
Deliver A Personalized Experience
Engage BUYERS though fan
pages, groups & community
WARRIOR
10
100
KNIGHT
0
ROOKIE
SOCIAL BREADTH SCORE
C
Invest HEAVILY in social
strategies & nurture this user
group to become BRAND
A
ADVOCATES
Dedicate limited
D
RESOURCES on social &
focus on OTHER CHANNELS
BUYER
0
Have a social presence &
PROMOTE WOM through
influencers
EXPLORER
B
INFLUENCER
SOCIAL INFLUENCER SCORE
28

29. Global Cosmetic Brand
CASE STUDY
29

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
TRAFFIC
OBJECTIVE
REPEAT
PURCHASE
TOP
CUSTOMER
$21.6
MILLION
YEAR 1
7.9 MILLION
YEAR 1
13% + RATE
30%
PURCHASE
Target Return On Investment
SALES
OBJECTIVE
30

31. IDENTIFY BRAND TARGETS
• 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
31

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
32

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
SOCIAL INFLUENCER SCORE
Customer Shares On Social Media And
Others Respond, That’s Influence
33

34. INFLUENCER
SCORE (0-100)
BREADTH SCORE
(0-10)
TIE IT ALL TOGETHER
ROOKIE
>90 % of customers
Scores (1-3
BUYERS
80% of customers
Scores (0-30)
KNIGHT
WARRIOR
TITAN
>4% of customers
Scores >3 and <6
1.50% of customers
Scores >6 and <8
<1 % of customers
Scores >8
EXPLORERS
12% of customers
Scores (30-50)
INFLUENCERS
8% of customers
Scores (50-100)
34

35. S.A.M. FRAMEWORK
High SB, High Influencer Score
(TITANS & INFLUENCERS)
High SB, Low Influencer Score
(TITANS & BUYERS)
A
WARRIOR
C
KNIGHT
ROOKIE
SOCIAL BREADTH SCORE
TITAN
Understand Your Target
Low SB, High Influencer Score
(ROOKIES & INFLUENCER)
Low SB, Low Influencer Score)
(ROOKIES & BUYERS)
D
BUYER
B
ENGAGER
SOCIAL INFLUENCER SCORE
INFLUENCER
35

36. S.A.M. FRAMEWORK
Drive social engagement through
TARGETED SOCIAL CAMPAIGNS
on multiple sites
A
WARRIOR
C
Invest in providing limited time FREE
PRODUCT(S) and in turn request
feedback / review / ratings
KNIGHT
ROOKIE
SOCIAL BREADTH SCORE
TITAN
Deliver A Personalized Experience
Dedicate limited RESOURCES on
social & invest more on email, direct
mail, etc.
D
BUYER
Maximize social activity by providing
coupon, discounts & entry to
sweepstakes based on activity
EXPLORER
SOCIAL INFLUENCER SCORE
B
INFLUENCER
36

37. S.A.M. FRAMEWORK
Measuring Results
C
2% Increase in Sales (Overall)
15K + New users in Fan Base
A
WARRIOR
20K + Likes / Followers
500,000 Impressions (Increment)
KNIGHT
ROOKIE
SOCIAL BREADTH SCORE
TITAN
4.5% Lift in Sales (For this customer
segment)
<2% Social Conversion Rate
3% Incremental Social Engagement
Most Email Responses 5.06% Click
through over average
D
100,000 Impressions
BUYER
EXPLORER
SOCIAL INFLUENCER SCORE
B
INFLUENCER
37

38. Takeaway
SOCIAL LINKAGE & BEYOND
38

39. DRIVE REACH, RELEVANCE & ADVOCACY
Customer/
Influencer
Profile
Refine/
Optimize
Monitor
Results
FACT #1
Customer Journey is no longer LINEAR
Social Site
Targeting
Channel
Targeting
Develop
Marketing
Plan/
Spend
CRM
Integration
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
39

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
FOUNDATION
SOCIAL LINKAGE
40

41. HOW TO ENGAGE?
Connect
With Us!
contactus@harte-hanks.com
Discovery
Session
We’ll schedule a
follow up to
understand your
requirements...
Prioritized
Strategic
Roadmap
Create a social
linkage roadmap that
makes most sense for
your brand…
Execute &
Drive
Results
Start executing on the
roadmap & drive
success!
41

42. THANK YOU!
Ken Blake
Senior Vice President,
Analytic Consulting Group
Harte-Hanks, Inc.
ken_blake@harte-hanks.com
Daniel Rubin
Senior Vice President,
Strategy & Insight Group
Harte-Hanks, Inc.
daniel_rubin@harte-hanks.com
42

43. Q&A // Submit Your Questions
#SocialEngage

44. Q&A // Panelists
Ken Blake
Senior Vice President
Harte-Hanks Analytic
Consulting Group
Dan Rubin
Senior Vice President
Harte-Hanks Strategy
& Insight Group
MODERATOR
#SocialEngage
Debbie Hauss
Editor-in-Chief
Retail TouchPoints

45. Thanks for attending the webinar!
Download these slides and view
the on-demand webcast here:
http://rtou.ch/socialengage
#SocialEngage