Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site...

@MerkleCRM #digex2012 Join the Conversation

Socialize Your Site:

integrating your social and site

audiences

Agenda

• social CRM evolution

• site + social

• connected audiences

• social Results: client examples

Social CRM Evolution

Build Scale

You are here!

Target Integrate

Social ROI

Connect

Website Strategy

search

display

research

pricing

decision-

making

Goal: Convert! Goal: Info!

Social Strategy

search

display

FB media

friends

discussion

decision-

making

Goal: Fans! Goal: Connect!

81% of consumers check

with their networks before

making a buying

decision.

@MerkleCRM #digex2012 Join the Conversation 6

A typical social

strategy

Like Me!

Your brand

Macy’s

= ? Your brand

Your brand

Your brandYour brand

Who are my fans?

What are their interests?

Are my fans also customers?

Are they email subscribers?

Are they high value?

Disconnected Audience

Demographics?

Interests?

Email activity?

Site activity?

Purchase activity?

Value?

Creating and

activating a

connected

audience

Connect With Me!

Your brand

Levi’s

Connected

Audience

Levi’s is requesting permission to do the following:

Levi’s may email me directly at rsfleck@gmail.com.

Levi’s: Connected Site

Goal: Fans + Engagement + Conversion!

Insert most

relevant social

content at key

decision point

Integrate

social CRM

opportunities

Mitigate feed

pressure –

control

content

Integrated

Facebook

network; shop

with friends

Site Socialization Platform

Scalable platform that expands with your

audience

Smart-Tagging for

easy implementation

Custom modules accelerate process

Real time data

collection with

dashboard reporting

Facebook Preferred

Developer Platform

Open Graph object

management and

inventory optimization

Social Integration

Technology Platform

Connected Data

Social: • Gender: Female

• Age: 29

• Location: New York City

• Interests: Apple, Foster the People, Starbucks

• Friends: Photos, Number of Friends, Names,

Birthday

• Likes: Jeans, Tops, Shoes

CRM: • Email: High Email Engager

• Customer Segment: High Value

• Past Purchase: Skinny Jeans

1: Connecting

Facebook

Audience

Intelligence

• Name = John Smith

• Email = jsmith@gmail.com

• Customer Segment = 1

• Customer Value = High

• Name = Mary Davis

• Email = mdavis@gmail.com

• Customer Segment = 3

• Customer Value = Medium

2: Targeting

Targeting

• Likes = Denim, Shoes

• Facebook Content = Shoe,

• Offer = High Value

• Likes = Dresses, Skirts

• Facebook Content = Dresses,

Skirts, Accessories

• Offer = Medium Value

Messaging

3: Integrating

Social

personalization

targeting

search

optimization

Social

Integration

facebook

Connected Insights

ConnectedFans - 20%

Fans -80%

18%11%

Active Hyper-Active Lapsed

Low Medium High

Segment 1 Segment 2 Segment 3

Like Wishlist Birthdays

Social Value Drivers

Fan Intelligence

Value by Segment

Facebook Activity

Putting it in play:

client examples

Levi’s Friend’s Store

Connect: Log on to the

Friend’s Store

to see what your

friends like and are

buying

Permission: Social CRM-focused

terms of service

permission process

Levi’s may email me directly at rsfleck@gmail.com.

Execute: Browse friend

content, make

informed decision to

purchase jeans

Sponsored

Get the look:

skinny jeans

of all sizes

Levis.com

Arcade Fire

Indiana Jones

Integrate: Fan profile

information

informs media

targeting

40x Results

Acquisition: Referral

traffic from Facebook

increased 40 times

after Friend Store

launch – outpacing

Google!

Implement: Implemented

technology solution

and strategy in 3

Timeline:

Website Code:

Week 1 Week 3

Kick-off Launch

Technical Project

Manager Designer

(Agency)

Levi’s Resources:

<sa:page></sa:page>

<sa:like></sa:like>

type="text/javascript"></script>

1-800Flowers.com

Connect: Log on to the

Birthday’s Module

to receive birthday

reminders for your

friends

1-800Flowers.com

terms of service

permission process

1-800Flowers.com

Execute: Site content is

populated based on

your friends’

birthdays

1-800Flowers.com

Integrate: Connected fans

receive targeted

email reminders

for friends’ birthdays

1-800Flowers.com

10x Results

Engagement: Targeted

birthday messages

drive engagement rates

10 times higher than

their average email

engagement rate

1-800Flowers.com

technology solution

and strategy in 4

Timeline:

Website Code:

Week 1 Week 4

Kick-off Launch

Technical Project Manager

1-800 Flowers Resources:

Estee Lauder: smashbox

Connect: Log on to the Social

Shop to shop for

make-up with your

friends

terms of service

permission process

Smashbox is requesting permission to do the following:

Smashbox may email me directly at rsfleck@gmail.com.

Execute: Browse friend

content, make

informed decision

wear lip gloss

Integrate: Fans can receive

targeted messages

on FB based on

their preferences on

Integrate: Fans can receive

targeted

messages on FB

based on

their preferences

on site

79% Results

Commerce: Smashbox

customers who connect

to the Social Store

spend 79% more on

each purchase than

customers who do not

connect.

technology solution

and strategy in 7

Timeline:

Website Code:

Week 1 Week 7

Kick-off Launch

Technical Project

Manager Designer

Estee Lauder Resources:

<sa:page></sa:page>

<sa:like></sa:like>

type="text/javascript"></script>

Five Tips to Get Started

Start permissioning data from CRM perspective – ask for email opt-

in during the social app process

Create “extended-journey” app experiences – avoid quick-hit

contests, giveaways

Develop a social CRM contact strategy – creating a value-exchange

that keeps Fans engaged

Leverage a phased approach to integrate the site and social

experience

Combine efforts with social, email, mobile, search, display teams to

leverage social insights across digital initiatives

Example: A Phased Approach

Proof of

Concept

6 – 8 wks

Analysis /

Optimization

New module

– refresh

Analysis /

Optimization

Social offer delivery /

optimization

Crawl Walk Run

Solution

Finalization

Listening & Plug-in

Analysis Solution development

Solution

Approval

Solution Launch

Strategy

Development

Site Integration

(tagging) CRM & Media Integration Plan

CRM / Media

drivers

Creative Dev

Creative Approval

Merkle Connect

Client

Solution strategy

(module, plug-ins,

Friend Store)

agreement milestone

Discussion Questions

• How does your company evaluate / measure social

performance?

• Who “owns” social in your company? PR, Brand,

CRM, ?

• How are you using social as part of your marketing

strategy? New customer acquisition, engagement,

retention, branding, etc?

• Have you started integrating your website and social

audiences?

Merkle

Rich Fleck

VP, GM Merkle Connect

720.836.2024

rfleck@merkleinc.com

@richdclk

merkleconnect.com/blog

Thank You!

Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site...

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About socialize

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