Jessie Paul

Beyond Likes:Unlocking Social Media Intelligence for Modern Marketers

DO YOU LIKE

TAYLOR SWIFT?

OR DO YOU LIKE

KANYE WEST?

Here’s the verdict

Wallethub, a personal finance site found that 88% of respondents with excellent credit scores preferred Taylor Swift over Kanye West

How can social data help?Product

- Individualize- Present a subset- Recommendations

Pricing- Predict demand- Individual offers

Place

- Where to sell- When to sell- Where to advertise

Positioning

- Segmentation- Lead features- Messaging

Customer

- Predictive service- Custom service level- LTV vs CTS- Advocacy

Vanity Metrics or Inner Strength?

Sentiment Commitment

Likes Purchase Intent, Referrals

CPC CLV

TAT CTS

Views CTR

MASS->PERSONALIZED->INDIVIDUAL

MEDIA MESSAGING

PRODUCTPRICEPLACE POSITIONING

CUSTOMER HISTORY

MACRO DATA

INDIVIDUAL CUSTOMER EXPERIENCE

TECH+ +

The role of tech in marketingEvent: Customized Cross-sell, Up-sale

Bank delivers products via Jay’s Smart Device, to any device/channel of his choice

Bank proactively contacts Jay at multiple touch points, agrees the limit increase and also offers travel insurance & hotel and restaurant discounts in Bali if purchased with a credit card

Event: Social Media Conversation

Here’s Jay tweeting to his friends and posting on Facebook, excited about his impending vacation

“I’m off to Bali!!!”

Bank analyses this conversation along with existing data to offer a credit card limit increase!

1. Big Data / Data Mining/Xsell

Event: Opportunity

2. CRM & BPM3. Devices & Channels

A well executed Digital IT strategy will enable the bank to recognize an unstated need as an opportunity, and then digitally deliver a custom offering, while tracking the entire process end to end, till completion.

Voila, a Happy Customer!

Now that’s Easier!

Event: Digital Delivery

Consequently:• Tech Stance: From mainline

users of technology to early adopters of technology

• Tech Execution: From Buy-over-Build to Buy for Generic, Build for Advantage, Rent for Experimenting, Social & infrequent use

• Execution Organization: From “Waterfall” to Agile, with dedicated Product + Process + IT capacity and budgets

Key Takeaways

Unstated needs

Psychographics, Demographics, Sensorial, Locational

Individual not just customised

Online & offline social data to be considered and utilised across channels

Conversation not advertising

All rights reserved. No portion of this presentation may be excerpted or reused without the author’s written permission

Writer: n A person entrusted with managing a tea or coffee estate including the marketing and operational management. A trusted advisor of the estate owner. Origin: Colonial English.

Paul Writer: n A trusted advisor to brand owners.

West African symbol or adinkra for “help me and let me help you”

Thank You