Social Campaign Template
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© 2010 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian Information Solutions, Inc.
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.
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Purpose
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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
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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.