Just Say Know: Using Multiple Data Sources to Create Truly Useful Content That Delights Customers

#justsayknow

Just Say Know: Using multiple data

sources to delightcustomers

with Jay Baer & Jamie Beckland

#justsayknow

Introduction

Jay BaerPresidentConvince & Convert@jaybaer

Jamie BecklandVP, Customer SuccessJanrain, Inc.@Beckland

#justsayknow

Marketing is Harder Than Ever

• Harder Than Yesterday

• Way Harder Than Last Year

• Ridiculously Harder Than 5 Years Ago

• 4 Reasons Why…

#justsayknow

Your Customers Don’t Trust You

• Just 52% of

consumers trust

business, according

to Edelman’s Trust

Barometer

#justsayknow

Your Customers Don’t Trust You

Which one thinks you’re lying?

#justsayknow

Everything is Media

• Hard to achieve

top-of-mind

awareness

#justsayknow

Convergence of Personal and Commercial

#justsayknow

Convergence of Personal and Commercial

#justsayknow

Convergence of Personal and Commercial

• You don’t have to be better at marketing

than other companies that sell the same

stuff

• You have to be more interesting to me

than my own wife….

#justsayknow

Create Youtility

• Marketing so useful, people would pay

for it

• Marketing that consumers WANT, rather

than marketing that companies think

they need

• Farming, not hunting

#justsayknow

Youtility is Born from Relevance

#justsayknow

Youtility is Born from Relevance

Give away knowledge snacks to sell meals down the road

#justsayknow

Marketing Sideways

#justsayknow

Marketing Sideways

• Give your brand

permission to make

the story BIGGER

#justsayknow

Youtility Requires Understanding Customers Better

• Women 35-54

• But that’s NOT the

whole story….

#justsayknow

Youtility Requires Understanding Customers Better

• Women 35-54

• But that’s NOT the

whole story….• 1/3 bought because

they smell nice

• 1/3 bought because they look nice (home décor)

• 1/3 bought solely as a gift

#justsayknow

Use Data to Create Delight

#justsayknow

Use Data to Create Delight

#justsayknow

Whenever Possible, Talk to Your Customers (and your internal team)

#justsayknow

Use Social Data to Gather Deep Insights

• 76% will share data

with companies

with whom they

have a relationship!

• Trust matters

• Use data to be

relevant, not evil

#justsayknow

Social Data Covers Many Aspects of Identity

#justsayknow

Best Practices to Gather Social Data

Janrain Case Study 1

• Give to get

• Placement and

emphasis

• Opt in control

• Progressive

profiling

#justsayknow

Commenting Login

Print Subscriptions

Sweepstakes Entries

Mobile Registration

Customer Service

User Generated Content

On Site Personalization

Ad Segmentation

Email Service Provider

Website Analytics

Sweepstakes Management

Subscription Management

Architecture Designed to Share Data

#justsayknow

The Appreciation Engine

Applying Social Data in Cross-Channel Marketing

Attribute push/syncJanrain Capture

Music Interests

Email Provider

Users Sign In

Data AppendService

#justsayknow

Only the Biggest Fans Get Certain Emails

• Watched more than 5

videos in the past

month

• Follows Lady Gaga on

Twitter or Likes Lady

Gaga on Facebook

• Streamed at least 10

songs in the past 14

days

Image: http://stuffboston.com/2010/07/05/photos-lady-gaga-fans-at-td-garden

#justsayknow

The Process to Remember

Data Insights Relevance Useful Delight

#justsayknow

NEW: The Greatest Love Story Ever Told

It’s not easy, but personal and customer relationships are more alike than you think. They start with getting to know each other.

Download our ebook to learn more. http://janrain.com/resources/white-papers/ebook-the-greatest-love-story-ever-told

#justsayknow

Thank you.

Jay BaerPresidentConvince & Convert@jaybaer

Jamie BecklandVP, Customer SuccessJanrain, Inc.@Beckland