1. SOCIAL MARKETING:
INSIGHT AND
RESPONSE
Michael Lummus
@lummusm
Digital Marketing Solutions Manager
Teradata Applications

2. Agenda
Today’s Social Marketing Landscape
Social Data Integration: Use Cases
> Analytics
> Campaigns
> Personalized Content
How Teradata Can Help

3. Duke U. / AMA CMO Survey
Response of 468 senior marketing leaders, 2012

4. The Evolving Social Landscape
How can I connect my
customers’ offline and
social profiles?
Do consumers who like me
on Facebook buy more?
Which other brands do
my customers shop?
How can social media help me
better understand my
customers?
What about consumer
privacy?
Is social data relevant?

10. The Progression of Social Strategy
2008 Social
Media
Content
2009 Social
Content
Analytics
2010 Social
Listening
2011 –
Social
Customer
Service
2012 –
Social
Website
Integration
2013 –
Enterprise
Social
Integration
1. Relate to real customers
2. Relate to real financials

11. APPS
“Social CRM is the customer intelligence professional’s
mandate because it is about connecting social media to
the customer database and informing customer
strategy through this information.”
SOCIAL DATA
Listening
SOCIAL CRM
Today’s Social Marketing Landscape
Publishing
Uses
Discovery Analytics
Modeling
Segmentation
Personalization
Reviews
Games
Availability
Public
Permissioned
What Social CRM Means to Social Intelligence, Forrester Research
Service
Types
Attributes
Preferences
Behaviors
Connections
Ads

12. SOCIAL DATA
Name: Mark Johnson
Location: San Diego, CA
Birthday: June 21, 1966
Email: markiej@gmail.com
Interests: LA Kings, Formula
One, marketing
Activities: Biking, Crossfit
Follows: GigaOM, Fast Company
EXISTING CUSTOMER
DATA
Name: Mark E. Johnson
Address: 150 Main, San Diego, CA
Phone: 575-444-8588
Responds to: Direct mail, email
RFM: No recent purchase, low
frequency, high value
Opted into: Email and mobile
communications
CONSISTENT TREATMENT ACROSS CHANNELS
ENHANCED UNDERSTANDING OF PREFERENCES AND BEHAVIOR
MORE RELEVANT AND INTERACTIVE CUSTOMER EXPERIENCE

13. Agenda
Today’s Social Marketing Landscape
Social Data Integration: Use Cases
> Analytics
> Campaigns
> Personalized Content
How Teradata Can Help

16. Discover Social Preferences
Brands “Liked”
Segment
A
Segment
B
Media “Liked”
Segment
A
Segment
B
Segment or populate
dynamic content
based on brand or
product preference
Better understand
customer
psychographics
Inform media spend
Identify predictive
purchase indicators

17. Social Listening:
Identify leads, resolve issues, capture opportunities

18. Social Network and Influencer
Analytics
• Identify interconnectivity
among customers and
prospects
• Evaluate true reach and
network segmentation
• Detect communities of
consumers with similar
profiles or behavioral patterns
• Build next-generation
influencer models based on
events and revenue impact

19. Attribution is becoming an enterprise cross-channel
function designed to deliver a single version of truth.
Social interactions should be included in attribution
strategies to measure the return on social investments.

20. Social-Powered Campaigns
Triggered by birthday
Team based on
location or “like”
Uses recipient’s name
Above data
available from
the social
profile
Tailor offer based on
past responses
Sources: Destination CRM, Social Data Redefines Marketing; Anand Patel, The NFL Truly Personalizes Email Marketing

21. Integrated content drives fresh
relevance.
Customer Reviews
Include peer product reviews
in email messages
Theoretical Example
Sources: Destination CRM, Social Data Redefines Marketing; Anand Patel, The NFL Truly Personalizes Email Marketing

22. Integrated content drives fresh
relevance.
Twitter Feed
Feature latest Tweets in emails to
encourage Twitter follows and
deliver fresh content
Theoretical Example
Sources: Destination CRM, Social Data Redefines Marketing; Anand Patel, The NFL Truly Personalizes Email Marketing

23. Integrated content drives fresh
relevance.
Product Recommendations
Feature popular items in emails to
encourage brand affinity and sales
Theoretical Example
Sources: Destination CRM, Social Data Redefines Marketing; Anand Patel, The NFL Truly Personalizes Email Marketing

24. The Result?
Highly relevant and personal
messaging through integrated
cross-channel data sources.
•
Customer Database
•
Website
•
Customer Social Profile
•
Brand Social Profile
•
Product Reviews
Theoretical Example
Sources: Destination CRM, Social Data Redefines Marketing; Anand Patel, The NFL Truly Personalizes Email Marketing

25. Samsung’s Social-Powered Email
Samsung developed data-driven email campaigns based on
social login data with outstanding results:
34% more likely to open
63% more likely to click
than comparable campaigns to non-social recipients

26. Cookie
Targeting
CRM
Targeting
Prospect
Targeting
Feature
Targeting
Specs
Facebook
Exchange
(FBX)
Custom
Audiences
Lookalike
Audiences
General
Cross-sell
Acquisition
Email, Phone,
Facebook ID
Email, Phone,
Facebook ID
Criteria
Content
Targeting
Usage
Facebook Ad Targeting
Social
Attributes
Retargeting
Cookies

27. Use campaign management tools to
target, reach and engage users in
Facebook

32. We Know:
• Browsing for coffee
products in session
• Male, age 30
• Previously purchased
mid-priced appliance
• Marketing goal of
maximize revenue

33. Kobrax
We Know:
• Browsing for coffee
products in session
• Male, age 30
• Previously purchased
mid-priced appliance
• Marketing goal of
maximize revenue

34. Starbucks
Kobrax
We Know:
• Browsing for coffee
products in session
• Male, age 30
• Previously purchased
mid-priced appliance
• Marketing goal of
maximize revenue
Farmers
Markets

35. 88% of marketers using social data for web
personalization say it has a high impact on ROI
and engagement.
47%
more spend per customer – online retailer
from those who opted in via Facebook application
than customers who did not.
Customers who were exposed to products that
their friends and peers endorsed were more likely
to make incremental purchases.
Sources: Social Amp; Direct Marketing Association, Big Data Impact on Marketing Organizations

36. Agenda
Today’s Social Marketing Landscape
Social Data Integration: Use Cases
> Analytics
> Campaigns
> Personalized Content
How Teradata Can Help

37. Teradata Social Adapter
• Web application that
extracts user data
from social networks
• Data can be
integrated with any
3rd party application
•
(out of the box
integration with
Customer Interaction
Manager)
• Supported networks:
• Facebook today
• More to follow

38. Social Adapter: How it Works
Customer logs in to website or
adds app with Facebook account
Opt-in permission granted to
brand to access Facebook profile
Permission is leveraged to
retrieve profile information
Profile information loaded into
customer database
38

39. Social and the Teradata Unified Data
Architecture
Act
Optimize
Deliver
Applications
Campaign Management
Digital Messaging
Real-time Interaction
Social Attribution
DISCOVERY
PLATFORM
Text Analytics
Aster Teradata
Influencer Modeling
Connector
Network Analysis
INTEGRATED
DATA WAREHOUSE
Propensity Modeling
CAPTURE| STORE | REFINE
Attensity Social
Media Pipeline
AUDIO & VIDEO
IMAGES
Teradata Social
Adapter
TEXT
WEB & SOCIAL
MACHINE LOGS
CRM
SCM
ERP

40. Digital Messaging Center:
Social Functionality
•
Integration of social content feeds in
email messages
•
Opt-in to email communications within
Facebook pages
•
Share2Social for recipients to easily
share email content to social media

41. What do you do next?
1. Inventory your current situation – tools,
accounts, opt-in bases and data
2. Define clear objectives and use cases that
inform the integrated data strategy
3. Invest in opt-in programs that drive deep social
insights
4. Begin to source and integrate social data into
your data warehousing, analytics and campaign
management environments
5. Leverage existing programs and campaigns to
test and iterate, then expand to new programs

42. Beyond Surface-Level Social Media
White Paper
How LinkedIn uses deep analytics
to drive marketing:
http://www.asterdata.com/linkedin.php
Social Data at Work
White Paper

43. Email: michael.lummus@teradata.com
Twitter: @ lummusm
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