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@MerkleCRM #digex2012 Join the Conversation Socialize Your Site: integrating your social and site audiences

Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

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Page 1: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

@MerkleCRM #digex2012 Join the Conversation

Socialize Your Site:

integrating your social and site

audiences

Page 2: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

@MerkleCRM #digex2012 Join the Conversation

Agenda

• social CRM evolution

• site + social

• connected audiences

• social Results: client examples

2

Page 3: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

@MerkleCRM #digex2012 Join the Conversation

Social CRM Evolution

3

BRAND

Build Scale

You are here!

Target Integrate

Social ROI

Connect

Page 4: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

@MerkleCRM #digex2012 Join the Conversation

Website Strategy

4

email

search

display

research

pricing

decision-

making

BRAND

Goal: Convert! Goal: Info!

Page 5: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

@MerkleCRM #digex2012 Join the Conversation

Social Strategy

5

5

email

search

display

FB media

friends

discussion

decision-

making

BRAND

Goal: Fans! Goal: Connect!

81% of consumers check

with their networks before

making a buying

decision.

Page 6: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

@MerkleCRM #digex2012 Join the Conversation 6

A typical social

strategy

Page 7: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

@MerkleCRM #digex2012 Join the Conversation

Like Me!

7

Your brand

Macy’s

= ? Your brand

Your brand

Your brand

Your brand

Your brand

Your brand

Your brandYour brand

Page 8: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

@MerkleCRM #digex2012 Join the Conversation 8

Who are my fans?

Page 9: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

@MerkleCRM #digex2012 Join the Conversation 9

What are their interests?

Page 10: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

@MerkleCRM #digex2012 Join the Conversation 10

Are my fans also customers?

Page 11: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

@MerkleCRM #digex2012 Join the Conversation 11

Are they email subscribers?

Page 12: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

@MerkleCRM #digex2012 Join the Conversation 12

Are they high value?

Page 13: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

@MerkleCRM #digex2012 Join the Conversation

Disconnected Audience

13

Demographics?

Interests?

Email activity?

Site activity?

Purchase activity?

Value?

Page 14: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

@MerkleCRM #digex2012 Join the Conversation 14

Creating and

activating a

connected

audience

Page 15: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

@MerkleCRM #digex2012 Join the Conversation

Connect With Me!

15

Your brand

Levi’s

Connected

Audience

Levi’s is requesting permission to do the following:

Levi’s may email me directly at [email protected].

Levi’s is requesting permission to do the following:

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Levi’s: Connected Site

16

Page 17: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

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Levi’s: Connected Site

17

Goal: Fans + Engagement + Conversion!

Insert most

relevant social

content at key

decision point

Integrate

social CRM

opportunities

Mitigate feed

pressure –

control

content

Integrated

Facebook

network; shop

with friends

Page 18: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

@MerkleCRM #digex2012 Join the Conversation

Site Socialization Platform

18

Scalable platform that expands with your

audience

Smart-Tagging for

easy implementation

Custom modules accelerate process

Real time data

collection with

dashboard reporting

Facebook Preferred

Developer Platform

Open Graph object

management and

inventory optimization

Social Integration

Technology Platform

Page 19: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

@MerkleCRM #digex2012 Join the Conversation

Connected Data

19

Social: • Gender: Female

• Age: 29

• Location: New York City

• Interests: Apple, Foster the People, Starbucks

• Friends: Photos, Number of Friends, Names,

Birthday

• Likes: Jeans, Tops, Shoes

CRM: • Email: High Email Engager

• Customer Segment: High Value

• Past Purchase: Skinny Jeans

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@MerkleCRM #digex2012 Join the Conversation

1: Connecting

20

Facebook

Audience

Fan

Intelligence

• Name = John Smith

• Email = [email protected]

• Customer Segment = 1

• Customer Value = High

• Name = Mary Davis

• Email = [email protected]

• Customer Segment = 3

• Customer Value = Medium

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2: Targeting

21

Fan

Targeting

• Likes = Denim, Shoes

• Facebook Content = Shoe,

Demin

• Offer = High Value

• Likes = Dresses, Skirts

• Facebook Content = Dresses,

Skirts, Accessories

• Offer = Medium Value

Mass

Messaging

Page 22: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

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3: Integrating

22

Social

Silo

site

personalization

email

targeting

search

optimization

Social

Integration

facebook

media

Page 23: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

@MerkleCRM #digex2012 Join the Conversation

Connected Insights

23

ConnectedFans - 20%

Fans -80%

18%11%

71%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Active Hyper-Active Lapsed

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Low Medium High

Segment 1 Segment 2 Segment 3

$3.50

$7.25

$5.75

$0

$1

$2

$3

$4

$5

$6

$7

$8

Like Wishlist Birthdays

Social Value Drivers

Fan Intelligence

Value by Segment

Facebook Activity

Page 24: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

@MerkleCRM #digex2012 Join the Conversation 24

Putting it in play:

client examples

Page 25: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

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Levi’s Friend’s Store

25

Connect: Log on to the

Friend’s Store

to see what your

friends like and are

buying

Page 26: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

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Levi’s Friend’s Store

26

Permission: Social CRM-focused

terms of service

permission process

Levi’s is requesting permission to do the following:

Levi’s may email me directly at [email protected].

Levi’s is requesting permission to do the following:

Page 27: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

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Levi’s Friend’s Store

27

Execute: Browse friend

content, make

informed decision to

purchase jeans

Page 28: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

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Levi’s Friend’s Store

28

Sponsored

Learn your

perfect curve

Levis.com

Female

30-25

Britney Spears

Starbucks

Sponsored

Get the look:

skinny jeans

of all sizes

Levis.com

Male

30-25

Arcade Fire

Indiana Jones

Integrate: Fan profile

information

informs media

targeting

Page 29: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

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Levi’s Friend’s Store

29

40x Results

Acquisition: Referral

traffic from Facebook

increased 40 times

after Friend Store

launch – outpacing

Google!

Page 30: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

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Levi’s Friend’s Store

30

Implement: Implemented

technology solution

and strategy in 3

weeks

Timeline:

Website Code:

Week 1 Week 3

Kick-off Launch

Technical Project

Manager Designer

(Agency)

Levi’s Resources:

<sa:page></sa:page>

<sa:like></sa:like>

<script src="http://loader.socialamp.com/APIKEY"

type="text/javascript"></script>

Page 31: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

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1-800Flowers.com

31

Connect: Log on to the

Birthday’s Module

to receive birthday

reminders for your

friends

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1-800Flowers.com

32

Permission: Social CRM-focused

terms of service

permission process

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1-800Flowers.com

33

Execute: Site content is

populated based on

your friends’

birthdays

Page 34: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

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1-800Flowers.com

34

Integrate: Connected fans

receive targeted

email reminders

for friends’ birthdays

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1-800Flowers.com

35

10x Results

Engagement: Targeted

birthday messages

drive engagement rates

10 times higher than

their average email

engagement rate

Page 36: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

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1-800Flowers.com

36

Implement: Implemented

technology solution

and strategy in 4

weeks

Timeline:

Website Code:

Week 1 Week 4

Kick-off Launch

Technical Project Manager

1-800 Flowers Resources:

Page 37: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

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Estee Lauder: smashbox

37

Connect: Log on to the Social

Shop to shop for

make-up with your

friends

Page 38: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

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Estee Lauder: smashbox

38

Permission: Social CRM-focused

terms of service

permission process

Smashbox is requesting permission to do the following:

Smashbox may email me directly at [email protected].

Page 39: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

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Estee Lauder: smashbox

39

Execute: Browse friend

content, make

informed decision

wear lip gloss

Page 40: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

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Estee Lauder: smashbox

40

Integrate: Fans can receive

targeted messages

on FB based on

their preferences on

site

Page 41: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

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Estee Lauder: smashbox

41

Integrate: Fans can receive

targeted

messages on FB

based on

their preferences

on site

Page 42: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

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Estee Lauder: smashbox

42

79% Results

Commerce: Smashbox

customers who connect

to the Social Store

spend 79% more on

each purchase than

customers who do not

connect.

Page 43: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

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Estee Lauder: smashbox

43

Implement: Implemented

technology solution

and strategy in 7

weeks

Timeline:

Website Code:

Week 1 Week 7

Kick-off Launch

Technical Project

Manager Designer

Estee Lauder Resources:

<sa:page></sa:page>

<sa:like></sa:like>

<script src="http://loader.socialamp.com/APIKEY"

type="text/javascript"></script>

Page 44: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

@MerkleCRM #digex2012 Join the Conversation

Five Tips to Get Started

Start permissioning data from CRM perspective – ask for email opt-

in during the social app process

Create “extended-journey” app experiences – avoid quick-hit

contests, giveaways

Develop a social CRM contact strategy – creating a value-exchange

that keeps Fans engaged

Leverage a phased approach to integrate the site and social

experience

Combine efforts with social, email, mobile, search, display teams to

leverage social insights across digital initiatives

44

1

2

3

4

5

Page 45: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

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Example: A Phased Approach

45

Proof of

Concept

6 – 8 wks

Analysis /

Optimization

New module

– refresh

Analysis /

Optimization

Social offer delivery /

optimization

Crawl Walk Run

Solution

Finalization

Listening & Plug-in

Analysis Solution development

Solution

Approval

Solution Launch

Strategy

Development

Site Integration

(tagging) CRM & Media Integration Plan

CRM / Media

drivers

Creative Dev

Creative Approval

Merkle Connect

Client

Solution strategy

(module, plug-ins,

Friend Store)

agreement milestone

Page 46: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

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Discussion Questions

46

• How does your company evaluate / measure social

performance?

• Who “owns” social in your company? PR, Brand,

CRM, ?

• How are you using social as part of your marketing

strategy? New customer acquisition, engagement,

retention, branding, etc?

• Have you started integrating your website and social

audiences?

Page 47: Socialize Your Site - Merkle Inc. · Socialize Your Site: integrating your social and site audiences . Join the Conversation @MerkleCRM #digex2012 Agenda • ... Website Strategy

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Merkle

Rich Fleck

VP, GM Merkle Connect

720.836.2024

[email protected]

@richdclk

merkleconnect.com/blog

Thank You!