Moving Beyond “Like” & “Share” - Merkle Inc. · Driving ROI Beyond “Like” Opportunity:...
Transcript of Moving Beyond “Like” & “Share” - Merkle Inc. · Driving ROI Beyond “Like” Opportunity:...
Moving Beyond “Like” & “Share” Amplifying Hearst’s Social Experience for Users
Driving ROI Beyond “Like”
Opportunity: Utilize Facebook’s network more effectively to grow Hearst’s social audience with loyal readers, and not mere likers on their Facebook page.
Bring Hearst’s social fan base to the website Thinking of Facebook as a destination is limiting. Leverage the social networks of Hearst’s readers on Cosmopolitan, Marie Claire and Elle to grow site traffic and referrals.
1 Make Social
Ubiquitous
Infusing Social into a 360° View of the User With only 10,000 social connections, our solution captures social profiles on over 1.5mm users. Data captured in the social database can be integrated with 1st, 2nd and 3rd party data for a more complete customer profile.
3 Connected CRM
2 Scale Program
Drive Social Authentication (opt-in) The network effect is powerful. One authentication = 300 social CRM profiles on average. Treat this with an analytical lens to scale social CRM data.
Measuring Social Readership Social profiles offer ‘declared’ vs. ‘inferred’ user behaviors. Prove the value of your audience powered off their social attributes and interests. 4 Audience
Measurement
Make Social Ubiquitous Bring Hearst’s social fan base to the website
Site Social Personalization and Content Targeting
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Juicy.comLove
Try
Want
Content Targeting Opportunity
• Reactions on content to drive acquisition – friend referrals
• Referral logic based on OG engagement
• Recommend other social content onsite – friends who want this product, also want…
• Recommend content based on analytics + OG engagement
• Messaging to friend network • Recommend content based on OG engagement
Site Personalization & Content Targeting - Inform product targeting based on social profile intelligence (gender specific targeting, what friends have liked, etc.)
- Apply additional intelligence layer to drive smarter social targeting – cookie data, customer data (purchase, etc.)
The Results - Increased site engagement
- Stronger social-product strategy; opportunity to drive new content recommendations
YourSite.com
Open Graph Reactions
Hearst’s Social Experience
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Site Social recommendations for Hearst readership
Hearst’s Social Experience
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Pinterest style layout of all users’ reactions and their friends’ reactions sustains engagement on Hearst sites.
Hearst’s Social Experience
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Pinterest style layout of all users’ reactions and their friends’ reactions sustains engagement on Hearst sites.
Hearst’s Social Experience
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Timeline box displays user’s social actions on properties and articles
Scale Program Drive Social Connections on Hearst websites
Social Connect and Open Graph Review
• Open Graph is Facebook’s API interface to collect and use FB customer profile data outside of the FB domain
OG Integration Process OG Data Profile
• Site Personalization and Content Targeting o Reactions to content drive friend referrals o Recommend other social content o Message to friend network
• Collect first party Facebook data for CRM integration • Results: Increased site engagement and referrals
OG Uses & Benefits
Collect on customers and their friends
Hearst’s Social Experience
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• Click Open Graph Verb
(Want, Love, Try) to activate FB Permission
• Social Amp harvests data on user who clicks the verb and all their friends (~300 friends)
• Open Graph actions “been there” and “want to go” on hotels and destinations pages for Marriot
Creating Social Connections
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Email, Landing Page or Site
Customer Customer's Friends
• Permission data by Consumer • Likes and Interests • Demographics • Product Likes • Shares and Comment
• Activation
• Common Likes • Close friends • Influencers
• Amplification
• Social Amp Module • Connection Experience • Value Exchange
• Audience
Connected CRM Infusing Social into a 360° View of the User
Product
Social Profile
•Name •Email •Birthday •Gender •Location •Education •Work History •Status
245 Average
Number of Facebook
Friends
CRM DATA
•Friends Name •Friends Demo •# of Friends •Friends Likes •Friends Activities /Interests
Friends Profile
50,000 Users = Data For 12.2MM
Friends
•Books •Movies •TV Shows •Sports •Clothes •Electronics •Travels
Interest •Shares •Wants •Reads •Comments •Reviews •Listens •Chats
Social Data Management
Contact History LTV Segment
Activity
Offer
Captured Open Graph Profile
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Social Name: Susan Saint Email: [email protected] Gender: Female Age: 21 Location: Chicago College: Northwestern University Brand Likes: Forever 21, Smashbox Cosmetics, Hot Topic Interests: Yoga, running, traveling Music/Movies/TV Shows: Boys like Girls, Twilight, Mumford & Sons Friends: Names, #Friends, Likes, Birthdays
CRM Email: High Email Engager Customer Segment: High Value
Driving Connected CRM Personalization