Jessie Paul Beyond Likes:Unlocking Social Media Intelligence for Modern Marketers
Jessie Paul
Beyond Likes:Unlocking Social Media Intelligence for Modern Marketers
DO YOU LIKE
TAYLOR SWIFT?
OR DO YOU LIKE
KANYE WEST?
Here’s the verdict
Wallethub, a personal finance site found that 88% of respondents with excellent credit scores preferred Taylor Swift over Kanye West
How can social data help?Product
- Individualize- Present a subset- Recommendations
Pricing- Predict demand- Individual offers
Place
- Where to sell- When to sell- Where to advertise
Positioning
- Segmentation- Lead features- Messaging
Customer
- Predictive service- Custom service level- LTV vs CTS- Advocacy
Vanity Metrics or Inner Strength?
Sentiment Commitment
Likes Purchase Intent, Referrals
CPC CLV
TAT CTS
Views CTR
MASS->PERSONALIZED->INDIVIDUAL
MEDIA MESSAGING
PRODUCTPRICEPLACE POSITIONING
CUSTOMER HISTORY
MACRO DATA
INDIVIDUAL CUSTOMER EXPERIENCE
TECH+ +
The role of tech in marketingEvent: Customized Cross-sell, Up-sale
Bank delivers products via Jay’s Smart Device, to any device/channel of his choice
Bank proactively contacts Jay at multiple touch points, agrees the limit increase and also offers travel insurance & hotel and restaurant discounts in Bali if purchased with a credit card
Event: Social Media Conversation
Here’s Jay tweeting to his friends and posting on Facebook, excited about his impending vacation
“I’m off to Bali!!!”
Bank analyses this conversation along with existing data to offer a credit card limit increase!
1. Big Data / Data Mining/Xsell
Event: Opportunity
2. CRM & BPM3. Devices & Channels
A well executed Digital IT strategy will enable the bank to recognize an unstated need as an opportunity, and then digitally deliver a custom offering, while tracking the entire process end to end, till completion.
Voila, a Happy Customer!
Now that’s Easier!
Event: Digital Delivery
Consequently:• Tech Stance: From mainline
users of technology to early adopters of technology
• Tech Execution: From Buy-over-Build to Buy for Generic, Build for Advantage, Rent for Experimenting, Social & infrequent use
• Execution Organization: From “Waterfall” to Agile, with dedicated Product + Process + IT capacity and budgets
Key Takeaways
Unstated needs
Psychographics, Demographics, Sensorial, Locational
Individual not just customised
Online & offline social data to be considered and utilised across channels
Conversation not advertising
All rights reserved. No portion of this presentation may be excerpted or reused without the author’s written permission
Writer: n A person entrusted with managing a tea or coffee estate including the marketing and operational management. A trusted advisor of the estate owner. Origin: Colonial English.
Paul Writer: n A trusted advisor to brand owners.
West African symbol or adinkra for “help me and let me help you”
Thank You