discover new insights to drive customer engagement
TRANSCRIPT
Driving Personalized Engagement With Facebook
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• Interac1ve Infographic
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About Retail TouchPoints ü Launched in 2007
ü Over 30,000 subscribers
ü To provide executives with
relevant, insightful content
across a variety of digital
medium
#SAPFB
Panelists Debbie Hauss Editor-‐ In-‐ Chief Retail TouchPoints
MODERATOR
Ravi Adusumilli Head of Enterprise Partnerships
Nikki Baird Managing Partner
Retail Systems Research
Markus Semar Industry Solu1on Trading, Retail Division
SAP
Digital, Personal, Contextual: The Retail Marketing Challenge
NIKKI BAIRD
MANAGING PARTNER
APRIL 2015
Contents
• Retailers recognize that digital is an important source of growth • But they are horrible at taking advantage of the opportunities that
digital channels present them for engaging consumers • The issue is two-fold:
• They don’t fully understand digital’s influence over the consumer journey
• They don’t have strong measures in place – because they don’t have the right technology to support a digital strategy
7
Retailers’ Top 3 Growth Strategies For 2015:
8
#1: Digital presence to augment our
stores
#2: More physical stores
in existing geographies
#3: Generate more sales in existing
markets
Too Bad They’re No Good At Reaching Customers:
1/3 Agree: My company knows who our best shoppers are
<1/4 Agree: My company is
proficient at targeted marketing
9
The Challenges Are Unsurprising:
10
11
Retailers believe anywhere from 50-80% of sales are influenced
by digital.
But survey respondents report that only ~25% of overall marketing
results can be attributed to digital marketing.
Retailer Priorities for Digital:
12
Turn customers into advocates
Leverage new sources of data (social) to meet customer needs
More effective targeting based
on customer insights
Drive in-store traffic
More effective targeting based on customer behavior
Drive sales through engagement
13
35% of Retail Winners say they are not spending enough digital marketing time
on engaging with customers or acquiring new ones.
Lack Of Measures Is A Barrier
14
Top 3 Digital Challenges:
#1: Measuring the effectiveness of different marketing tactics
#2: Knowing which tactics work best in
which channels
#3: Understanding how different segments engage with us
Retail Winners Recognize Technology’s Role
15
Summing It Up
• Retailers recognize that digital is an important source of growth
• But they are horrible at taking advantage of the opportunities that digital channels present them for engaging consumers
• The issue is two-fold: • They don’t fully understand digital’s influence over
the consumer journe
16
• Retailers recognize that digital is an important source of growth
• But they need to get more targeted in how they engage with consumers
• They need digital initiatives that:
• Help them understand how digital influences the customer path to purchase
• Help them identify the right measures to use when defining engagement success
April 2015 @ Webinar US | SAP hybris Marketing & Facebook
The Data Driven Customer Experience
Markus Semar, Michael Rey
Ravi Adusumilli
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 19
LEGAL DISCLAIMER
The information in this presentation is confidential and proprietary to SAP and may not be disclosed without the permission of SAP. This presentation is not subject to your license agreement or any other service or subscription agreement with SAP. SAP has no obligation to pursue any course of business outlined in this document or any related presentation, or to develop or release any functionality mentioned therein. This document, or any related presentation and SAP's strategy and possible future developments, products and or platforms directions and functionality are all subject to change and may be changed by SAP at any time for any reason without notice. The information in this document is not a commitment, promise or legal obligation to deliver any material, code or functionality. This document is provided without a warranty of any kind, either express or implied, including but not limited to, the implied warranties of merchantability, fitness for a particular purpose, or non-infringement. This document is for informational purposes and may not be incorporated into a contract. SAP assumes no responsibility for errors or omissions in this document, except if such damages were caused by SAP´s willful misconduct or gross negligence. All forward-looking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations. Readers are cautioned not to place undue reliance on these forward-looking statements, which speak only as of their dates, and they should not be relied upon in making purchasing decisions.
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 20
Ravi Adusumilli, Head of Enterprise Partnerships, Facebook
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 21
Markus Semar, Solution Manager for Social Products @ SAP
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 22
Michael Rey, Product Manager hybris Marketing
SAP AND FACEBOOK Partnership
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 24
SAP HYBRIS MARKETING
Insights Agility Experience Develop a deeper understanding of your customers and prospects, understand the real-time intend of each of them.
React quickly to opportunities, align your teams and resources and understand marketing performance.
Engage each customer in an individual way, that nudges them towards conversation.
25 © 2015 SAP AG or an SAP affiliate company. All rights reserved.
Intelligence through Predictive
Analytics
Personalized targeting &
orchestration
Listen & explore Events & interactions from all channels
Campaign execution in all channels
Plan, measure & optimize
Market data & events
Sales & service data
Financial data
Big data industry
Social media, web Traditional channel
Lead, Opportunity
Interaction center
Personalized commerce
Digital & social channel
SAP hybris Marketing The comprehensive digital marketing process
Capturing response
SAP AND FACEBOOK
Use data to connect with your customers and find more people like them.
FIND LOVE AND GROW …
THE CHALLENGE OF FINDING RIGHT AUDIENCE
Marketers have struggled to find the perfect audience for their brands. Prospect Response rates by channel: Source: DMA http://www.dmnews.com/dma-direct-mail-response-rates-beat-digital/article/245780/
Phone 8.21%
Mail 1.28%
Email 0.03%
Display ad 0.04%
Today with the available data and analytics, it is possible to find the best customers
KEY IS HAVING ENRICHED DATA AND ANALYTICS
• Develop an enriched view • Identify your best
customers. • Narrow your best customers
with predictive analytics • Find look a-likes to your
best customers • Deliver personalized ads
that will drive conversions
• Identify your best customers • Enhance with social data • Leverage predictive analytics to further define
your ideal customer profile • Further enhance the profile with additional
attributes from FB • And find Look alikes
SAP X FACEBOOK: FIND
• Create targeted ad campaigns • Execute the campaign in Facebook • Facebook executes the campaign to
look alike customers • Customer clicks through the ad to
commerce site
SAP X FACEBOOK: LOVE
• Optimize the budget spend • Set limits on the budgets for each
ad campaign • Monitor in real-time and make
adjustments as needed • Maximize your reach
SAP X FACEBOOK: GROW
SAP X FACEBOOK: PERSONALIZED 1.1 MARKETING AT SCALE
1.
2.
4.
5.
6.
3. Create Custom
Audience including FB Lookalikes audience
Build Target Segment
Harvest Data & Merge interactions Impact Analysis
Allocate budget and schedule campaign for
advertising objective CONSUMER
INTERACTIONS
Predictive Analytics
Business used to be personal
The world has changed
Before Now
Massive reach once meant mass message
Audience Your ad
Achieve massive reach while delivering relevant messages
Current customers
Website visitors
High LTV customers
Latent customers
Marketing has changed
Mobile is the primary screen and used throughout the day
Source: Millward Brown AdReaction, March 2014, global data.
0 50 100 150 200
Smartphone
TV
Laptop
Tablet
Minutes spent per day 35%
30%
25%
20%
15%
10%
5%
0% 6am – 9am
9am – 12pm
12pm – 3pm
3pm – 6pm
6pm – 9pm
9pm – 12am
Screen use during the day
12am – 6am
Mobile apps are taking center stage in the shift to mobile: US
Source: “Apps Solidify Leadership Six Years into the Mobile Revolution” Flurry Blog. April 2014
Total minutes spent on mobile apps vs. mobile web 86% of time on mobile is
spent in apps
Mar ‘11 Jan ‘12 0
20
40
60
80
100
120
140
160
Apps
Mobile web
Min
utes
spe
nt p
er m
onth
(bill
ions
)
Mar ‘14 Mar ‘13 Aug ‘12
New
Where they are most engaged
Source: US Mobile Total Monthly Minutes, comScore, Dec 2014.
Facebook in Global
Every day Every month
64%
people daily people daily on mobile
people monthly people monthly on mobile
890M 745M 1.39B 1.19B
Source: Facebook Internal Data based on stated and inferred data, average for Dec 2014.
of monthly active users return daily
Mobile is disrupting EVERYTHING
of Facebook’s revenue comes from mobile
69%
Source: Facebook Q4 2014 earnings data, December 2014
…this 1me it’s personal…
This shift has has allowed us to come full circle
Personalized
Scale
Use data to connect with your customers and find
more people like them.
Data + targeting powers personalization at scale
Email subscriber
In college
Direct mail subscriber
Lives in San Francisco
Visited your mobile app
Has an iPhone 5
Overview of Facebook Targeting
Core Audiences
Lookalike Audiences
Custom Audiences
Sophisticated targeting with unsurpassed accuracy
Reach the people you already know
Find more people like your best customers
Matched targets
CRM data
Your data Direct or through third-party
Intent data
People you know on Facebook
Custom Audiences How it works
Data is hashed for privacy
Advertiser’s Browser
Facebook Servers
Target Audience Upload Hashed Data
Hashed Data
Facebook Ad Account
Custom Audience
DELETED
All matched and unmatched hashes are deleted after the
process completes 1,234,567 Matches
Matched users are added to Custom Audience
Lookalike Audiences Find people who look like your customers and prospects
and people who look like them
Fans of your Page
Website visitors
Mobile app users
People you know
Use Custom Audiences across objectives
Cross-sell and upsell
Build brand
Drive intent
Acquire customers
Awareness
Consideration
Conversion
Loyalty
© 2015 SAP SE or an SAP affiliate company. All rights reserved. 50
SAP HYBRIS MARKETING AND FACEBOOK: 1:1 MARKETING AT SCALE
Predictive Analytics Scoring
Golden Segment and Custom Audience
Personalized Offer /
Engagement
Campaign Analytics
hybris Marketing
Enable customers to leverage data and features from hybris Marketing to address the right people with ads on Facebook: • Address existing customers on Facebook for cross- or upselling • Reach out for new customers by addressing people similar to your existing customers • Address people with Facebook ads based on arbitrary events like a contract expiring soon. • Use hybris Marketing predictive capabilities to address people with the highest buying propensity with Facebook ads
Facebook Ads
Campaign Planning Budgeting
Speedemo
KEY BENEFITS 1. Extend reach and accuracy to target consumers
by correlating information from transactional systems with data from Facebook
2. Ability to make dynamic changes to Facebook ad campaigns based on real time information
3. Provide predictive capabilities to better target consumers
4. Better assess the cost and returns from a campaign, post and pre-launch
Thank You
Markus Semar, Solution Management Social Media Offerings @ SAP [email protected]
Dr. Michael Rey, Product Management Digital Marketing [email protected]
Ravi Adusumilli Enterprise Partnerships [email protected]
#SAPFB
Q&A // Panelists Debbie Hauss Editor-‐ In-‐ Chief Retail TouchPoints
MODERATOR
Ravi Adusumilli Head of Enterprise Partnerships
Nikki Baird Managing Partner
Retail Systems Research
Markus Semar Industry Solu1on Trading, Retail Division
SAP
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