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Strategies for Using Social Data to Improve Digital Marketing

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Today’s Webinar Speakers

Patrick SalyerCEO, Gigya@patricksalyer

Shawn MyersVP, Marketing, StrongView@shawndmyers

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Consumers Are Now Hyper-Connected

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Consumers are Inundated with Irrelevant Communication

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Email Relevancy Drives Conversions

77% of consumers say they prefer email to other forms of brand to consumer messaging

41% of consumers buy more from retailers who send personalized emails

Personalized emails improve click-through rates by 14%, and conversion rates by 10%

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Social Data via Access to Social Identities is the Key to Relevancy

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Strategy for Using Social Data to Drive Conversions

1. CONNECTIdentify customers and determine what information you need to create relevant marketing campaigns

2. COLLECTFind a database to store, sync, and update data securely and automatically

3. SEGMENTCreate audience segments based on your email marketing goals

4. EXPORTExport segmentation and audience data into your email marketing platform

5. PERSONALIZECraft tailored emails for each of your audience segments

6. MEASUREMeasure your email marketing results

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Company Background

About Gigya• 750+ clients, including 45% of the

comScore top 100, and 8 of the top 10 media websites

• Technology reaches 1.5 billion consumers monthly

• Facebook Preferred Marketing Developer

• 2013 ZDNet CRM Watchlist Winner

• CRM Rising Star Winner

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Solution: Connected Consumer Management

CONNECT COLLECT CONVERT

• Social Login• Registration-as-a-Service• Single Sign-on• Social Privacy

• Identity Storage• Social Sync• Social Compliance

• Social Plugins• Gamification• NEXUS Partner

Ecosystem

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Strategy for Using Social Data to Drive Conversions

1. CONNECTIdentify customers and determine what information you need to create relevant marketing campaigns

2. COLLECTFind a database to store, sync, and update data securely and automatically

3. SEGMENTCreate audience segments based on your email marketing goals

4. EXPORTExport segmentation and audience data into your email marketing platform

5. PERSONALIZECraft tailored emails for each of your audience segments

6. MEASUREMeasure your email marketing results

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Social Data Helps Customize Emails in Ways Traditional Data Cannot

Social DataTraditional Data

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Identifying Consumers Starts With Social Login

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Access Data Responsibly – Permission-Based and Transparent

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Social Networks Offer Permission-Based Access to Rich Data

Typical Native Site Registrations

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Consumer Connections Occur Across Multiple Touch Points

Traditional Authentication On-site Interactions

Mobile Devices Email Marketing

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Strategy for Using Social Data to Drive Conversions

1. CONNECTIdentify customers and determine what information you need to create relevant marketing campaigns

2. COLLECTFind a database to store, sync, and update data securely and automatically

3. SEGMENTCreate audience segments based on your email marketing goals

4. EXPORTExport segmentation and audience data into your email marketing platform

5. PERSONALIZECraft tailored emails for each of your audience segments

6. MEASUREMeasure your email marketing results

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Social Data Storage Requirements: Dynamic-schema Centralized and in the cloud Automatic, real-time updating

Effectively Managing Social Data Requires a Robust Database

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Unstructured Data Collection Requires a Schemaless Database

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Keep Consumer Data Updated by Syncing with Social Networks

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Using Social Data for Email Marketing Requires Social Network Compliance

Eliminate social policy complexity. Automatically stay in compliance with terms of social networks.

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Using Consumer Signals to Send Targeted Emails

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Strategy for Using Social Data to Drive Conversions

1. CONNECTIdentify customers and determine what information you need to create relevant marketing campaigns

2. COLLECTFind a database to store, sync, and update data securely and automatically

3. SEGMENTCreate audience segments based on your email marketing goals

4. EXPORTExport segmentation and audience data into your email marketing platform

5. PERSONALIZECraft tailored emails for each of your audience segments

6. MEASUREMeasure your email marketing results

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Organize Consumer Data into Actionable Segments

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Connect Consumer Segments to Your Marketing Systems

Database Management Platform (DMP) Ad Serving Recommendations

EngineSMS/Push

NotificationsCRM / System of

Record

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Part 1 - Key Takeaways

1.Take advantage of social login to access rich consumer identity data in a permission-based way

2.Collect and manage consumer information using a database that scales with social data

3.Select a platform that organizes and segments consumer identity data & integrates with marketing campaign technologies

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Strategy for Using Social Data to Drive Conversions

1. CONNECTIdentify customers and determine what information you need to create relevant marketing campaigns

2. COLLECTFind a database to store, sync, and update data securely and automatically

3. SEGMENTCreate audience segments based on your email marketing goals

4. EXPORTExport segmentation and audience data into your email marketing platform

5. PERSONALIZECraft tailored emails for each of your audience segments

6. MEASUREMeasure your email marketing results

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Combine Social Data With Other Profile Information

Profile & InteractionAttributes

Combine profile and interaction data for finer grained targeting

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Strategy for Using Social Data to Drive Conversions

1. CONNECTIdentify customers and determine what information you need to create relevant marketing campaigns

2. COLLECTFind a database to store, sync, and update data securely and automatically

3. SEGMENTCreate audience segments based on your email marketing goals

4. TRANSFERImport segmentation and audience data into your email marketing platform

5. PERSONALIZECraft tailored emails for each of your audience segments

6. MEASUREMeasure your email marketing results

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Segmentation Drives Relevancy

Image source: marketingsherpa.com

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Social Data Can Trigger New Campaign Types

Image source: emailinstitute.com retailemailblog.com

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Social Data Can Provide Location Context

Image source: blog.movableink.com

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Social Interactions Provide Valuable Preference Insight

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Strategy for Using Social Data to Drive Conversions

1. CONNECTIdentify customers and determine what information you need to create relevant marketing campaigns

2. COLLECTFind a database to store, sync, and update data securely and automatically

3. SEGMENTCreate audience segments based on your email marketing goals

4. TRANSFERImport segmentation and audience data into your email marketing platform

5. PERSONALIZECraft tailored emails for each of your audience segments

6. MEASUREMeasure your email marketing results and test to improve them

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Measure and optimize your results

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Drill into the details

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Test To Improve

#svdataProprietary and Confidential | 38

StrongView: Proven Technology and Know HowGiving enterprise marketers a stronger view of how to acquire and engage customers across email, mobile, social, display and web

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Part 2 - Key Takeaways

• Customer Context Drives Marketing Results• Relevancy beats frequency• Include social sign-in functions in emails and your website• Further refine the segmentation and personalization of existing

campaigns• Create triggers for launching new campaigns• It is simple to start

Marketers that use email in combination with social segmentation drive six times the amount of revenue

- David Daniels of The Relevancy Group

Relevant and timely marketing messages generate between 2x and 5x the performance of non-targeted campaigns. - Source: Forrester Research, 2009

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Thank you

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Q & A

StrongViewinfo@strongview.com

(800) 971-0380@strongview

Gigyainfo@gigya.com

(650) 353-5592@gigya

All webinar registrants will receive an email containing a recording of today’s presentation as well as a complimentary version of the co-authored guide to “Using Social Data to Win at Email Marketing.”