Looking for a template for building a social media campaign?

1. Surprise & Delight 2011
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 ::
(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.
3

4. Purpose
Simple proposition…
Recognize the “Best
Customers” with a
highly “Relevant Gift”
4

5. Campaign Outline
o Audience
o Insight
o Deployment
o Measurement
5

6. Identifying whom are we trying to TARGET
AUDIENCE
6

7. Traditional Approaches
Would focus
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 through increased relevancy
INSIGHT
12

13. Targeting ≠ Relevancy
WHAT AN OLD MOVIE
CAN TEACH US ABOUT
MODERN DAY
MARKETING
13

14. Frequency & Monetary Value
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 campaign and 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

21. Demonstrating the results
MEASUREMENT
21

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 Experian Information Solutions, Inc. All rights reserved.