Personalisation: Using Social to Sell More

Exploring social’s role in the sales process and how to improve conversion by Bruce Martin, Ginger Juice

AWESOME!

ENGAGEMENT!

AWESOME!

ENGAGEMENT!

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Why Personalisation?Social Media and the Customer

JourneySocial = Big DataSocial LoginsLatest Facebook & Twitter FeaturesBest Practice

Why Personalisation?

Consumers have an emotional desire to be seen as unique personalities and to receive a stamp-of-approval for the choices they make

Why Personalisation?

Smart businesses are learning how to deliver relevant messaging at every stage of the customer journey.

The Customer Journey

The customer journey is complex.

The Customer Journey

Customers will probably interact with your brand via many channels over many days.

Where does social fit in?

• Brand awareness• Creates desire• Reputation & credibility• SEO• Web traffic• Lead generation• Experience sharing• Customer service• Review & advocacy

Social Media effects all parts of the customer journey

Where does Social fit in?

Google report:

Social Media (where active) is a big influencer in Awareness (61%)

Also considerable amount of influence on Final Decision to purchase (39%)

Source: Google 2013

Social = Big Data

Social media provides you with data on sentiment, preference, and influence in ways that no other data source can.

Social = Big Data

Social data gives you demographics, age, geography, affinity & influence.

Social = Big Data

Social signals give you real-time insight into a customer’s context and needs.

Social = Big Data

Harnessing power of social data can result in:

better targeting & personalisation

consistent customer experiences

clear source of social ROI

better use of marketing budget

greater loyalty & advocacy

Social Login

Increasingly popular

Less hassle for them

More data for you

Social Login

“Hi, can we use your Facebook profile to log you in and then customise your experience based on your Facebook data?”

The privacy vs convenience trade-off

Social Login

All industries

Source: Janrain.com 2014

Facebook Features

Smart AdvertisingCustom AudiencesRe-targetingLookalikes

Facebook: Smart Advertising

Facebook: Custom Audience

Facebook: Re-targetting

Delivers Facebook adverts to only people that have visited a your website or even just a particular page

Facebook: Lookalikes

Creates a custom audience of people similar to your existing audience

Twitter Targeting

Powerful ads platform

Micro targeting

Twitter Cards

search #Brightontravel

Social Media: Best Practice

Social Media creates desire early in the customer journey and removes doubt later on.

Social Media: Best Practice

The quality of your regular social media activity will support your commercial objectives.

Good social media results increases:

• Brand awareness

• Consumer confidence

• Credibility

• Customer loyalty

Best Practice

Think Context Marketing, not Content Marketing

Interaction beatsone-way broadcast messaging

Listen & react

Think H2H, not B2C & B2B

Be funny, helpful, expert

Best Practice: Timing

Tweets sent by leading French ski resort – by day & time

All very early, on weekdays only

Post when your customers are online

Tweets sent by leading Caribbean Tourism Office

All in the afternoon and evening UK time, no weekends

Best-Practice

Be great on a few channels, not weak on many

Create scroll-stoppers

(still) think mobile

Be brief

Simple call-to-actions

Powerful Combo

• Personalisation via social data +• Great social activity =

Positive effect on entire customer journey Great conversion

Powerful Combo

• Personalisation via social data +• Great social activity =

Positive effect on entire customer journey AWESOME conversion!

@BruceMartinGinger Juicewww.gingerjuice.co.uk

Thank you!