how can social crm drive marketing results, richard jones, engage sciences
DESCRIPTION
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.TRANSCRIPT
1 About Us
A Facebook Preferred Marketing API
Developer
Red Herring Top 100 Award Winner
50 Countries
Serving clients around the world
2 Who have we worked with?
Social CRM?
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
The social media monitoring tools Understanding & Analytics - sentiment analysis, engagement, decision support
The social campaign tools Revenue and brand engagement - get leads, build awareness, drive sales
Advocacy & loyalty tools Understand influencers, build referral and advocacy programs, track results
1 Social vendor landscape
2
Management
Marketing
Monitoring
Social CRM & Marketing
3 Campaigns & social CRM
Global multi-territory management and targeting for campaigns, pages and content. Campaign journey management and reporting across desktop and mobile.
3
2
1
Loyalty & advocacy marketing: live audience database allowing segmentation based on fans social graph influence and lifetime value
Campaigns
1 A library of campaign types
2 Easy campaign creation
“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
3 Control of data capture
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.
Sample campaign 4 Our apps and campaigns are designed to provide an experience that leverages gamification principles
Incentive based engagement 5
1 2
Gamification 6
After answering a defined set of questions entrants can unlock access to a prize draw
Gamification 7
Questions are timed and entrants are given limited lives they can use to achieve the best score
Data capture 8
Leader boards 9
Friend challenge 10
11 Content & multiple promotions
The Cannes Cinema Club campaign involved multiple engagement mechanisms
Rich content pages 12
13 Commerce pages Facebook Devices Page
Creator: Lee Shepstone | Modified: Thu May 24 2012
Device List Page
Top Phones
The Amazing Lumia 900
Buy now
Share
Beautifully differentNokia Lumia – the fastest way to your favourite people, places, and things.
Learn more
Learn more
Lumia 800 Lumia 610
Lumia 900 Device Title Device Title Device Title
Device TitleDevice Title
NEW
FREE from £30/month on contract
14 Action Specs & advocacy
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
15 Reviews & pricing feed
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
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
Used to create great tabs 17
Nokia countries build and manage their own pages using our product
The content and layout of the pages are
updated regularly in each market leading to better fan experiences
1
2
18 Granular view of performance
Detailed campaign reports looking at views, clicks, conversions, shares and invites over time
Track and compare referrals sources and media breakdown to see what seeding tactics drive the most conversions
Reports cover aggregate views of all campaigns as well as page statistics such as views and shares
1
2
3
Social CRM & Campaigns
1 You know your audience
2 The value & activity of each fan
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 drive marketing on other channels
3 Loyalty programs Refer a friend
Creator: Lee Shepstone | Modified: Tue Apr 03 2012
Start: Understand the program and get incentivised to start
Refer a friend Share
Share. Reward. Earn.
one five win
Refer
Refer just one friend to
Nokia, and claim your
reward. Your friend gets
a deal too.
Refer five friends to Nokia
and you'll get an
exclusive reward only
available here.
Our top referrers can win
fabulous prizes. Each
month we give out
amazing and exclusive
prizes to our most loyal
fans.
Refer
Recent fans collecting rewards
Refer a friend
Creator: Lee Shepstone | Modified: Tue Apr 03 2012
Reward dashboard: Check your rewards and earnings
Refer a friend Share
Invite
Invite more friends Share to allPost to your wall, earn when friends click through
Share
Get more friends on board
hello alex
9 Friends invited so far. You can always
invite more.
Referral unlocked. Get 25% off any
Nokia speakers or headphones
accessories.
Welcome back to your reward dashboard.
1
More referrals to go. Unlock your next reward
when you reach 5 referrals.2
Your friends who've joined
Nokia refer a friend
Claim
4 That reward influence Refer a friend
Creator: Lee Shepstone | Modified: Tue Apr 03 2012
Check redemption: An invitee returns to the system to redeem
Refer a friend Share
hello octavia
Reward unlocked. See your rewards below. Have your sales receipt or IMEI number
ready to claim.1More great offersClick to see more offers available.2
Claim my reward
Dawson Moneypenney recommended these offers to you
£50 off. Get £50 off a White Nokia Lumia 800 from
Carfone Warehouse. Exclusive to Facebook.
£50 off a White Lumia 800If you're looking for a white Nokia Lumia,
3 is the place to go. This is an exclusive
offer to Nokia Facebook fans.
Get Voucher
Facebook Exclusive
£10 worth of appsGet your Facebook exclusive code,
which entitles you to a free set of
games on Windows Phone 7.
Refer
Recent fans collecting rewards, you can too.
Get Voucher
more great offers
Refer a friend
Creator: Lee Shepstone | Modified: Tue Apr 03 2012
Enter: Confirm details, and supply proof of purchase
Refer a friend
almost donePlease confirm the details we have are correct.
Finish
I would like to be not ified about fut ure deals and offers f rom Nokia
Name: Octavia Moneypenney
Firstname Surname
Receipt :
IMEI:
Proof of purchasePlease upload a scanned copy or picture of your receipt, showing the purchase
of your device. It can be in jpg, png or pdf format.
Upload
Device Identification - IMEI numberPlease carefully type your IMEI number into the space below . You can get it
from your phone by typing *#06#.
Share
Earn Share Reward Provide rewards, deals and offers to people in return for providing referral conversions amongst their friends
5 Listen, reply & PUBLISH!!!
1 2
Set up feeds that concern your campaign from across the social web
Monitor, filter, find and publish to your campaign pages
Integrate the voices of fans 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
6
Curation is the key. You hold the power to publish only what you want from across the social web.
7 Customer acquisition & revenue
30K
300K
Fans
TimelineJanuary 2011 January 2012
Play.com Amazon UK
Play.com implement EngageSciences
700% increase in fans
500% increase in
Facebook referred revenue
It works