Mickael Bentz[Posted by , Prod­uct Mar­ket­ing Man­ager, Neolane]

The pro­lif­er­a­tion of social media mar­ket­ing has allowed mar­keters to not only con­nect with cus­tomers and prospects on a one-on-one level, but it has also pro­vided them with a gold mine of cus­tomer data. Mar­keters now have an oppor­tu­nity to look into the online lives of cus­tomers or prospects—through permission-based social opt-ins, of course—and exam­ine inter­ests declared, activ­i­ties shared, likes, tweets, posts, etc. across all social plat­forms to gain a bet­ter under­stand­ing of what cus­tomers like, what they’re doing, and how, when, and why they make purchases.

Accord­ing to eMar­keter research, infor­ma­tion gath­ered from social media inter­ac­tion is a top three source of cus­tomer data. This shows mar­keters are begin­ning to real­ize the oppor­tu­nity that lies within social data and are using it to enhance cam­paign man­age­ment, which is con­tin­gent upon the abil­ity to gather cus­tomer data (in this case, social data), cre­ate detailed cus­tomer pro­files, and then deliver per­son­al­ized mes­sages across channels.

Let’s take a look at how big data and social media inter­ac­tion (col­lec­tion of social data) can help paint a bet­ter cus­tomer por­trait, sup­port­ing suc­cess­ful mar­ket­ing efforts tar­geted through other mar­ket­ing channels.Social Marketing

Email with Social:

Incor­po­rat­ing social data into an exist­ing CRM is an impor­tant com­po­nent of a suc­cess­ful email mar­ket­ing cam­paign. By adding social data into the mix, mar­keters can gain a bet­ter under­stand­ing of their cus­tomers’ inter­ests and pref­er­ences through social pro­file infor­ma­tion, inter­ac­tions, and com­ments. For exam­ple, a cus­tomer may have shown inter­est in a spe­cific prod­uct on social media through a like, a share or a com­ment. A per­son­al­ized email could then be sent out to this cus­tomer includ­ing details or images of that prod­uct, and poten­tially a deal to spur a purchase.

Incor­po­rat­ing social but­tons within the email body is another way for mar­keters to con­nect with their cus­tomers or prospects on a more per­son­al­ized level, and sta­tis­tics show includ­ing social but­tons within email can increase click-through-rates by 115%. Adding social but­tons into email offers is an oppor­tu­nity to become cre­ative, unique, and stay away from the generic “fol­low us on” but­tons. For exam­ple, in a recent email, Bridge­stone included direct social shar­ing links to help pro­mote its #MyWin­ning­Mo­ment Contest.

Social Remar­ket­ing:

Con­nect­ing social media with retar­get­ing efforts is also a fan­tas­tic way to bet­ter the suc­cess of paid search cam­paigns. By using social data to deter­mine what cus­tomers are dis­cussing online, you have the oppor­tu­nity to cater ads that relate to their feel­ings or behav­iors, cre­at­ing a real-time mar­ket­ing opportunity.

For exam­ple, a brand can upload to Face­book emails of all the cart aban­don­ers in the last 24 hours and tar­get them on Face­book through “Cus­tom Audi­ence” ads. This new ad for­mat from Face­book has a very suc­cess­ful ROI accord­ing to a lot of Neolane customers.

Social with Mobile:

Mobile mar­ket­ing goes hand-in-hand with social, as we have recently seen the “SoLoMo” buzz­word emerge. By com­bin­ing social and mobile, mar­keters can get a sense of cus­tomer behav­iors, giv­ing them the abil­ity to adjust and cre­ate offers in real-time, often times based on loca­tion. By con­nect­ing mobile apps with social media “check-in” sites like FourSquare, mar­keters can offer real-time deals or promotions.

Social Media Marketing


(Image Credit)

Star­bucks oper­ates one of the most pop­u­lar real-time mobile apps, as they have recently sur­passed 70 mil­lion mobile pay­ments at their stores. Every pur­chase made through the mobile app and loy­alty card goes toward points, which can be redeemed for free drinks, food, etc. By track­ing the loca­tion of the user’s device, Star­bucks also sends push noti­fi­ca­tions to alert users they are near a store, and, by offer­ing a deal or pro­mo­tion, they can increase sales.

Social mar­ket­ing exists as a pow­er­ful stand-alone tool and its ben­e­fits stretch far beyond its own siloed chan­nel. By lever­ag­ing social data and incor­po­rat­ing it into other mar­ket­ing chan­nels, cus­tomers will enjoy more per­son­al­ized mes­sages and con­tent that are likely to lead to increased brand engage­ment and cus­tomer loy­alty. So dive in, and spread social data all the way across your mar­ket­ing chan­nels to enhance the cus­tomer experience.

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