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Social Campaign Template
The document discusses plans to extend a successful customer recognition campaign from the previous year to incorporate social media measures. It proposes identifying socially influential customers on Facebook to target with exclusive, highly relevant gifts in order to drive engagement and response through other channels. The campaign would measure success based on lift in key metrics, growth in social followers and fans, viral effects of shareable offers, and responses from different customer segments.
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Social Campaign Template
- 1. Surprise & Delight2011 Extending the successful concept from last year to include social measures © 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.
- 3. SOCIAL CRM :: (ASDEFINED 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. 3
- 4. Purpose Simple proposition… Recognize the “Best Customers” with a highly “Relevant Gift” 4
- 5. Campaign Outline oAudience o Insight o Deployment o Measurement 5
- 6. Identifying whom arewe trying to TARGET AUDIENCE 6
- 7. Traditional Approaches Wouldfocus principally on customers who spend the most 7
- 8. Power of WOM/ Tribes / Social Householding The impact an individual customer has on a brand extends beyond their personal spend. This is a known fact. 8
- 9. Proxies for Influence Profile match Gender Location & Language Time & Date Last FB Login Fan Page Panels 9
- 10. Defining Segment 1. On Facebook (Match) 2. Active (Last Login) 3. Engaged (Fan’d pages) 10
- 11. Audience Portrait 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: ? 11
- 12. Driving response throughincreased relevancy INSIGHT 12
- 13. Targeting ≠Relevancy WHAT AN OLD MOVIE CAN TEACH US ABOUT MODERN DAY MARKETING 13
- 14. Frequency & MonetaryValue Frequency Few Many Small “Aspire” “Addict” Basket Big “Convenience” “Pamper” 14
- 15. “S”FM Contact Strategy Aspire Pampered Addict Social Influence Convenience Frequency Monetary Value 15
- 16. Targetable Portrait Demographics & Geographics Age: 32 Location: Chicago o On FB: Yes / No Education: College Marital Status: Single o Active on FB: Yes / No o Engaged on FB: Yes / No o Monetary Value: ? o Frequency: ? o Basket Size: ? “Pampered” Insight: Group is motivated by recognition and •Premium brands image within the group. Feel over shadowed by •Country club member •Enjoys entertaining their large living friends. Activate this with •Quality relationships •Safety, security promoted “exclusive” events and one of a kind gifts. 16
- 17. Initiating the campaignand delivering the message DEPLOYMENT 17
- 18. Addressable Audiences… Everywhere! 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 18
- 19. Offer Strategy -What’s in a Name? 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. 19
- 20. Offer Strategy -Viral? 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. 20
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- 22. Lift Classic Test & Control Offer No Offer 22
- 23. Social 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). 23
- 24. Response Top Responder This covers multi- Socially channel, no? Active Stubborn Responder Top Responder Non Social Stubborn Responder 24
- 25. ROI 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. 25
- 26. © 2011 ExperianInformation Solutions, Inc. All rights reserved.