Moving Beyond “Like” & “Share” Amplifying Hearst’s Social Experience for Users

Driving ROI Beyond “Like”

Opportunity: Utilize Facebook’s network more effectively to grow Hearst’s social audience with loyal readers, and not mere likers on their Facebook page.

Bring Hearst’s social fan base to the website Thinking of Facebook as a destination is limiting. Leverage the social networks of Hearst’s readers on Cosmopolitan, Marie Claire and Elle to grow site traffic and referrals.

1 Make Social

Ubiquitous

Infusing Social into a 360° View of the User With only 10,000 social connections, our solution captures social profiles on over 1.5mm users. Data captured in the social database can be integrated with 1st, 2nd and 3rd party data for a more complete customer profile.

3 Connected CRM

2 Scale Program

Drive Social Authentication (opt-in) The network effect is powerful. One authentication = 300 social CRM profiles on average. Treat this with an analytical lens to scale social CRM data.

Measuring Social Readership Social profiles offer ‘declared’ vs. ‘inferred’ user behaviors. Prove the value of your audience powered off their social attributes and interests. 4 Audience

Measurement

Make Social Ubiquitous Bring Hearst’s social fan base to the website

Site Social Personalization and Content Targeting

4

Juicy.comLove

Try

Want

Content Targeting Opportunity

• Reactions on content to drive acquisition – friend referrals

• Referral logic based on OG engagement

• Recommend other social content onsite – friends who want this product, also want…

• Recommend content based on analytics + OG engagement

• Messaging to friend network • Recommend content based on OG engagement

Site Personalization & Content Targeting - Inform product targeting based on social profile intelligence (gender specific targeting, what friends have liked, etc.)

- Apply additional intelligence layer to drive smarter social targeting – cookie data, customer data (purchase, etc.)

The Results - Increased site engagement

- Stronger social-product strategy; opportunity to drive new content recommendations

YourSite.com

Open Graph Reactions

Hearst’s Social Experience

5

Site Social recommendations for Hearst readership

Hearst’s Social Experience

6

Pinterest style layout of all users’ reactions and their friends’ reactions sustains engagement on Hearst sites.

Hearst’s Social Experience

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Pinterest style layout of all users’ reactions and their friends’ reactions sustains engagement on Hearst sites.

Hearst’s Social Experience

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Timeline box displays user’s social actions on properties and articles

Scale Program Drive Social Connections on Hearst websites

Social Connect and Open Graph Review

• Open Graph is Facebook’s API interface to collect and use FB customer profile data outside of the FB domain

OG Integration Process OG Data Profile

• Site Personalization and Content Targeting o Reactions to content drive friend referrals o Recommend other social content o Message to friend network

• Collect first party Facebook data for CRM integration • Results: Increased site engagement and referrals

OG Uses & Benefits

Collect on customers and their friends

Hearst’s Social Experience

11

• Click Open Graph Verb

(Want, Love, Try) to activate FB Permission

• Social Amp harvests data on user who clicks the verb and all their friends (~300 friends)

• Open Graph actions “been there” and “want to go” on hotels and destinations pages for Marriot

Creating Social Connections

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Email, Landing Page or Site

Customer Customer's Friends

• Permission data by Consumer • Likes and Interests • Demographics • Product Likes • Shares and Comment

• Activation

• Common Likes • Close friends • Influencers

• Amplification

• Social Amp Module • Connection Experience • Value Exchange

• Audience

Connected CRM Infusing Social into a 360° View of the User

Product

Social Profile

•Name •Email •Birthday •Gender •Location •Education •Work History •Status

245 Average

Number of Facebook

Friends

CRM DATA

•Friends Name •Friends Demo •# of Friends •Friends Likes •Friends Activities /Interests

Friends Profile

50,000 Users = Data For 12.2MM

Friends

•Books •Movies •TV Shows •Sports •Clothes •Electronics •Travels

Interest •Shares •Wants •Reads •Comments •Reviews •Listens •Chats

Social Data Management

Contact History LTV Segment

Activity

Offer

Captured Open Graph Profile

15

Social Name: Susan Saint Email: SSaint@luvshoes.com Gender: Female Age: 21 Location: Chicago College: Northwestern University Brand Likes: Forever 21, Smashbox Cosmetics, Hot Topic Interests: Yoga, running, traveling Music/Movies/TV Shows: Boys like Girls, Twilight, Mumford & Sons Friends: Names, #Friends, Likes, Birthdays

CRM Email: High Email Engager Customer Segment: High Value

Driving Connected CRM Personalization