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Surprise & Delight 2011

Extending the successful concept from last year to include social measures

SOCIAL CRM :: (AS DEFINED BY A PRAGMATIC, NUMBERS DRIVEN MARKETER)

Leveraging the social channels, all of them, because they

are many, to gain actionable (trigger-able) insights that can

be used to drive messaging and contact strategy in other

channels.

3

Purpose

4

Simple proposition… Recognize the “Best Customers” with a highly “Relevant Gift”

Campaign Outline

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o Audience

o Insight

o Deployment

o Measurement

AUDIENCE

Identifying whom are we trying to TARGET

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Traditional Approaches

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Would focus principally on customers who spend the most

Power of WOM / Tribes / Social Householding

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The impact an individual customer has on a brand extends beyond their personal spend. This is a known fact.

Proxies for Influence

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Profile match

Gender

Location & Language

Time & Date Last FB Login

Fan Page Panels

Defining Segment

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1. On Facebook (Match)

2. Active (Last Login)

3. Engaged (Fan’d pages)

Audience Portrait

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o On FB: Yes / No

o Active on FB: Yes / No

o Engaged on FB: Yes / No

o Monetary Value: ?

o Replenisher: ?

o Frequency: ?

o Basket Size: ?

INSIGHT

Driving response through increased relevancy

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Targeting ≠ Relevancy

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WHAT AN OLD MOVIE

CAN TEACH US ABOUT

MODERN DAY

MARKETING

Frequency & Monetary Value

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Frequency

Few Many

Basket

Small “Aspire” “Addict”

Big “Convenience” “Pamper”

“S”FM Contact Strategy

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Social Influence

Monetary Value Frequency

Addict

Aspire

Convenience

Pampered

Targetable Portrait

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o On FB: Yes / No

o Active on FB: Yes / No

o Engaged on FB: Yes / No

o Monetary Value: ?

o Frequency: ?

o Basket Size: ?

Education: College Marital Status: Single

Age: 32 Location: Chicago

Demographics & Geographics

“Pampered”

•Premium brands

•Country club member

•Enjoys entertaining

•Quality relationships

•Safety, security

Insight: Group is motivated by recognition and image within the group. Feel over shadowed by their large living friends. Activate this with promoted “exclusive” events and one of a kind gifts.

DEPLOYMENT

Initiating the campaign and delivering the message

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Addressable Audiences… Everywhere!

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While the insight is derived from social, the campaign particulars can

focus on multiple other channels. The key is on reaching the right

audience with the right message regardless of channel.

• Channel

• Flights

• Offer

• Creative

Offer Strategy - What’s in a Name?

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Focus of campaign is all around social. Regardless of delivery

channels used to initiate or deliver the message it should be

considered and planned for that WOM will be a part of the

campaign. To aid in tracking of the campaign in the organic WOM

world a unique campaign name or tag element should be used.

Offer Strategy - Viral?

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Coupons and discounts delivered online have the risk and advantage

of being broadly shared. In the case of this campaign, that could

be a wonderful test of the target segments social influence and

reach. The more people that partake in a given individuals specific

promotion could be an excellent proxy. This should be an aspect

of the offer strategy.

MEASUREMENT

Demonstrating the results

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Lift

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Classic Test & Control

No Offer Offer

Social

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1. Logins

2. Fan Count (total)

3. Fan Count (growth rate)

4.Viral – informs and guides offer strategy.

Setup an offer for different groups that can be

shared (but not searched).

Response

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Socially Active

Non Social

Top Responder

Top Responder

Stubborn Responder

Stubborn Responder

This covers multi-channel, no?

ROI

25

We should calculate it in some way? What is the value of reaching the

most valuable social customers? Is lift just lift? Or is lift a

combination of lift and social elements. Wondering if response is

really an effective metric here? That is more about how efficiently

the initial message is deployed. Interesting, but secondary

importance.

© 2011 Experian Information Solutions, Inc. All rights reserved.