Phil Mohr (Comufy) and Jamie Kenny (Byte London)

Data:%The%untapped%opportunity%for%social%media%Founders Forum for Good 17th April 2014

Social%and%customer%data%analy7cs%

Social%media%data%strategy%

Ideas%for%remarkable%customer%experiences%

Social%CRM%design%and%implementa7on%

Real%7me%business%insight%

+%

A%bit%about%Byte%London%

Who%are%Comufy?%%

“Experts in delivering engagement, conversion and long-term ROI from Social App communities”

Established 2009 & Independent

Initial Facebook PMD

Unique Social CRM focus

The%social%media%hype%cycle%%Vi

sibi

lity

Time

Peak of Inflated

Expectations

Technology

Trigger

Trough of Disillusionmen

t

Slope of Enlightenment

Plateau of Productivity

Based%upon%the%Gartner%Hype%Cycle%

Inflated%expecta7ons%

Trough%of%disillusionment%

Trough%of%disillusionment%

Data%

The%social%media%hype%cycle%%Vi

sibi

lity

Time

Based%upon%the%Gartner%Hype%Cycle%

We#need#to#do#social#

We#need#to#fix#social#

We#need#returns#from#social#

We#need#to#scale#returns#from#social#

By#looking#at#the#data#you#can#make#small#improvements#

RSPB%is%achieving%engagement%well%above%the%UK%average.%

0.000%

0.200%

0.400%

0.600%

0.800%

1.000%

1.200%

1.400%

1.600%

Aver

age

Eng

agem

ent R

ate

Sources: Facebook, 27 Feb – 26 Mar 2014, GMT; Social Bakers UK Report February 2014

UK average

Asthma%UK%should%look%into%pos7ng%more%in%the%aOernoons%on%Facebook.%

-

1

2

3

4

5

0.000%

0.500%

1.000%

1.500%

2.000%

2.500%

3.000%

3.500%

4.000% M

idni

ght

1am

2a

m

3am

4a

m

5am

6a

m

7am

8a

m

9am

10

am

11am

N

oon

1pm

2p

m

3pm

4p

m

5pm

6p

m

7pm

8p

m

9pm

10

pm

11pm

Pos

ts

Aver

age

enga

gem

ent r

ate

RSPB%should%consider%twee7ng%more%at%the%beginning%of%the%week%and%on%the%weekend.%

-

5

10

15

20

25

30

35

0.000%

0.005%

0.010%

0.015%

0.020%

0.025%

0.030%

0.035% M

onda

y

Tues

day

Wed

nesd

ay

Thur

sday

Frid

ay

Sat

urda

y

Sun

day

Pos

ts

Aver

age

enga

gem

ent r

ate

The%Eden%Project%should%focus%on%morning%updates%and%post%less%in%evenings.%

- 1 2 3 4 5 6 7 8 9 10 11 12

0.000%

0.200%

0.400%

0.600%

0.800%

1.000%

1.200%

1.400%

1.600%

1.800% M

idni

ght

1a

m

2am

3a

m

4am

5a

m

6am

7a

m

8am

9a

m

10am

11

am

Noo

n 1p

m

2pm

3p

m

4pm

5p

m

6pm

7p

m

8pm

9p

m

10pm

11

pm

Pos

ts

Aver

age

enga

gem

ent r

ate

By#thinking#differently#about#data#you#can#make#large#improvements#

Thinking%differently%about%social%data%

Most%businesses%look%at%social%data%in%terms%of;%

We%look%at%social%data%in%terms%of;%

Engagement (likes, comments, shares)

Reach

Traffic to their website

Ability to create personalisation

Ability to create loyalty

Ability to drive revenue

What%if….%

Swallow pin

RSPB

Get a Swallow Pin

Hi Olive,

Donate now and get a free swallow pin…

What%if….%

Asthma UK

Guess how much we raised?

Hi Olive,

We thought we’d share the great news with you. We raised a record-breaking £500,000 in the 2013 marathon. Thanks to all our supporters.

For more information, go to www.asthma.org.uk

There%are%thousands%of%social%interac7ons%each%month.%

Asthma%UK% RSPB% Eden%Project%

Likes% Comments% Shares%

15%%

15%%

70%% 85%% 78%%

16%%9%%6%%

6%%

Asthma%UK% RSPB% Eden%Project%

Favourites% Replies% Retweets%

69%%

13%%

18%% 37%% 25%%

64%%53%%

10%%

11%%

Interac7ons%per%month%

Asthma%UK% 3,111%

RSPB% 38,394%

Eden%Project% 9,974%

Social%media%marke7ng%AND%Social%CRM%

+%

+%

+%

Engaging%anonymous%followers%

Engaging%iden7fied%customers,%prospects,%influencers%&%advocates%%

Reaching%groups%of%followers%on%earned%channels%%

Developing%direct%rela7onships%through%owned%

&%earned%channels%

Content%marke7ng% Loyalty%marke7ng%

Iden7ty%is%key%

Consumers%are%willing%to%share%their%data%if%it%delivers%benefits%Data collection methods strongly influence how consumers feel about sharing online.

Attitudes regarding sharing data are driven by personality, rather than demographics.

People are less comfortable when they feel they are passively “tracked,” as opposed to actively “sharing” their information.

55% appreciate when companies tailor their offers.

Source:%Mastercard’s%How%global%consumers%think%about%their%data%Online%/%Janrain%%

Easier%registra7on%

Social%login%

Easier%checkout% Easier%reviews% Easier%engaged%

30i50%%improvement%in%site%registra7ons%

Improve%conversion%rates%

by%as%much%as%50%%

10x%as%many%product%reviews%vs.%tradi7onal%

users%

51%%increase%in%marketable%email%addresses%

Source:%Janrain%%

Social%login%gives%us%an%iden7ty%around%which%we%can%build%personalisa7on%Once people have logged in with their social ID we have an identity and can access data around which we can build personalisation.

Onsite% Direct%Comms% Paid%Media%

Dynamic%personalised%

content%

Email%Social%&%in%app%no7fica7ons%

Improved%media%targe7ng%(custom%

audiences)%

Avoid%lasticlick%alribu7on%error%Last%Click%

Mul7itouch%Alribu

7on%

Source: 2008 Atlas Institute paper on Engagement Mapping

Messaging%and%tone%is%key%

Different%networks%deliver%different%data%%

Email

Name

Birthday

Age

Gender

Locale

Country

City

Timezone

Hometown

Languages

Photo

Interests

Activities

Likes

Address

Phone

Relationship status

Facebook%

Acquisi7on% Engagement%&%Reten7on% Conversion%

Facebook%Marke7ng%Elements%

Facebook%Ads%

Iden7ty%is%key%

Facebook%login%op7ons%

Facebook%login%op7ons%

Facebook%provides%a%significant%amount%of%data%(but%we%don’t%want%it%all)%%

Basic info Specially Permissioned Data

Extended permission

. Full Facebook name - First name - Middle name - Last name . Profile picture . Gender . Facebook language . Facebook country . Number of Friends

Email address . About Me section of the user . Activities of the user . Date of birth . Education history . Events they will attend . List of groups the user is a member of . Hometown . Interests of the user . Likes of the user . Location of the user listed on Facebook . Notes of the user . Photos of the user . Questions asked by the user . User’s family relationships . User’s personal relationships and relationship status . User’s relationship preferences . Religious views . Political views . Access to user’s status messages . User check-ins . Videos uploaded by the user . Videos the user is tagged in . User’s website URL . Employment history

Access to user’s created friend lists . Access to read user’s Facebook inbox . Searchable access to all posts in user’s News Feed . Manage ads and call the Facebook Ads API on behalf of a user . Create and modify events on the user's behalf . Create and edit the user's friend lists. . Access to user's online/online presence . Access to user's friend's online/online presence . Check-in on behalf of user . Post content, comments, and likes to a user's stream and to stream of user's friends . RSVP to events on the user's behalf . Publish to the Open Graph using Built-in Actions, Achievements, Scores, or Custom Actions . Post and retrieve game achievement activity . See what music the user has listened to . See what news the user has read . See what videos the user has viewed

Reality%bites%

Do%you%broadcast%and%spam?%

The%reiengagement%effect%

Targeted%marke7ng%is%the%key%

•  Create relevant target segments •  Adapt in app content •  Adapt and respond to customer behaviour •  Create a personalised customer journey

Example%marke7ng%segmenta7on%

Targeted%marke7ng%is%the%key%

Targeted%marke7ng%is%the%key%

1. 1st welcome message give reason to engage

2. Follow-on Drip campaign multi layered engagement 5 days duration, regular messages

Build a suitable Drip campaign with the right touch-points

Ac7vate%users%and%build%a%habit%

Welcome%Campaign%

Welcome%Campaign%

Reiac7va7on%

Mobile%push%no7fica7ons%

Facebook%no7fica7ons%

Acquisi7on% Comufy%Social%Engagement%&%Reten7on% Conversion%

Comufy%customer%flow%

Create Lookalike Audience for targeting

Deliver appropriate media placement

Closing%the%social%loop%

•  Ads tracking on individual basis •  In App tracking •  Conversion tracking •  Virality tracking

Measurement%is%key%

Web Analytics Facebook Ads

Tag passed

Conversion details retrieved

Conversion%tracking%

Tag passed

Facebook Application

Tag passed

Re-Engagement Tracking

Message sending

Tracking

Social%ROI%

Cost#of#Acquisi<on# Sum#of#value#of#recorded#outcomes#

Customer#Social#ROI##

The%social%media%hype%cycle%%Vi

sibi

lity

Time

Based%upon%the%Gartner%Hype%Cycle%

We#need#to#do#social#

We#need#to#fix#social#

We#need#returns#from#social#

We#need#to#scale#returns#from#social#

Breaking%out%of%the%social%jail%

Breaking%out%of%the%social%jail%

Email%

Single%Customer%View%

Stores% Call%Centre% EiCommerce%

BI%Layer%

Mainstream%Marke7ng%Engine%

Fully%integrated%social%

Email%

Single%Customer%View%Database%

Stores% Call%Centre% EiCommerce%

BI%Layer%

5%Top%Tips%

58

5%top%7ps% %

1.  Make social data capture a strategic objective 2.  Think about data value exchange 3.  Go from anonymous followers to identified

individuals 4.  Test personalisation 5.  How do measure ROI

59

jamie@bytelondon.com 02071129176

follow @bytelondon

phil@comufy.com 02033933294

follow @comufy

Ques7ons%&%Discussion%