the many faces of your brand
TRANSCRIPT
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The Many Faces of Your BrandUsing Social Identities to Communicatewith Multiple Audiences
Bill Piwonka, VP Marketing, @bpiwonka
Jamie Beckland, Digital and Social Media Strategist, @Beckland
Janrain
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Ronald McDonald and friends for children
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The Dollar Menu-aire for young adult hipsters
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Office worker for quick salad sales
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Gaming, videos, toys and characters
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Interactive executions to build out storyline
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Nutrition and supplier information
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It’s almost like brands have multiple personality disorder…
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But the truth is that there are many faces to a brand
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How do you align the right message with the right user?
On-site challenges:
• Clickstream data can be unreliable and unstable
• Historical transaction data may not be indicative of future intent
• Third-party data typically anonymized• Archetypes may be
inaccurate
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Even social platforms do not inform you about your audience
Twitter does no audience analysis
Facebook Insights is shallow on
audience analysis
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How can we know our users better?
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Meet Ann Smith.She’s a 30 year old outdoor junkie and mother of two. She’s an avid reader, running enthusiast and likes to cook and entertain. She does yoga to relax.
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But what do you know about her?
Her IP address?Her location (via DNS lookup)?How many times she’s been to your site?Her favorite pages?How long she visits?…
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What can you tell about this shopper?
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The Solution?
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Registration
Unfortunately, registration forms aren’t the answer
FalseName
8888 Nowhere St.Portland
Nonexistent company
OR
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Registration
Unfortunately, registration forms aren’t the answer
False
Name
8888 Nowhere St.
Portland
Nonexistent company
OR
11111
555-555-5555
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Social login is the answer
Your Site
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Registration using a social identity is quick and easy
Social Profile
Janrain
Smith
519 SW 3rd Avenue
Portland
OR
97204
503.243.1176
Janrain
Your Registration Form
Janrain
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Revealing social profile data
Meet Ann’s friends and gather the
same profile data on each
of them.
Get to know Ann.
• Name• Gender• Age• Status• Photo• About Me
• Location• Birthday• Time Zone• Address
Find out what Ann likes.
• Music• Books• TV• Movies
• Sports• Interests
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Social Profile Data
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What types of data are available?
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Basic Identity
Giving you a 360 degree view of Ann Smith
Ann’s Friends
Ann’s Interests
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Ad serving
eCommerce
Personalization
Community
CRM
Subscriptions
Reviews
CMS
Data Append
Other
Centrally stored user data can be put into use
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Create targeted segments based on user attributes
Location Oregon
Interests Running, Cooking
Gender Male, Female
Contains
Contains
Equals
Create a Segment of Users
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The Many Faces of…
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Dr Pepper ignites engagement for advocates
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Dr Pepper offers experiences for distinct audiences
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Sears makes product and gift recommendations for social shoppers
Streamlining the account creation process
Streamlining the account creation process
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Sears uses social login to promote community
Easy account creation with social login
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Fox Sports develops a full 360-degree view of their audience by encouraging social login and account mapping
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Social sign-on across Fox properties offers fans an improved user experience
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Personalization drives ROI and engagement
Social data impacts ROI for 88% of marketers
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Generate referral traffic
Improve registration conversion
Grow customer base
Enhance customer intelligence
Increase time on site
Boost site engagement
Drive return visits
Understanding the many faces of your brand has quantifiable benefits
BrandAdvocate
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Questions?Thank you!
www.janrain.com