[Posted by Mickael Bentz, 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.
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.
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.
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.