BrightOn Travel - "Personalisation: Using social to sell more" by Bruce Martin
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Personalisatio n: Using Social to Sell More Exploring social’s role in the sales process and how to improve conversion by Bruce Martin, Ginger Juice
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Bruce Martin, CEO of social media agency Ginger Juice, emphasised how important social is to every part of the customer journey experience from review and advocacy, to SEO and brand recognition. Bruce encourages interaction between the company and the brand on social channels – because interaction beats one-way broadcast signals and allows you to build a better relationship with customers and key influencers. Active social media presence on relevant platforms helps to increase your brand reach whilst significantly reducing marketing costs such as PPC and Google AdWords. Social signals also give you a real-time insight into a customer’s context and needs. And what better way is there to gather demographic data! Harnessing the power of social data can result in better targeting and personalisation, clear source of social ROI, better use of marketing budget and greater loyalty and advocacy. Bruce’s best practice tips were warmly received by the audience: • Think Context Marketing, not Content Marketing • Interaction beats one-way broadcast messaging • Listen and react to your customers in a public setting • Think Human to Human or ‘H2H’ – not B2C and B2B • Be funny, helpful and an expert in your field • Be brief, with simple call-to-actions • Create ‘scroll-stoppers’ with pictures/graphics
Transcript of BrightOn Travel - "Personalisation: Using social to sell more" by Bruce Martin
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!
Coming up
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!
