social media omni channel

How Social Media Can Drive Your Omni-Channel Digital Marketing Strategy

2MARKETING.TERADATA.COM

SOCIAL MEDIA

How big is social media?

68%

Out of

people that have Internet access on earth today,

That’s almost

By 2018, this number is expected to reach

Num

ber

of

user

s in

bill

ions

2010 2011 2012 2013 2014* 2015* 2016* 2017* 2018*

2.5

2

1.5

1

0.5

0

0.97 1.22 1.4 1.59 1.79 1.96 2.13 2.29 2.44

are active on social media1.3.4b 2.3b

2.5b2

These are not numbers to be ignored, and the

question today is no longer if social media should

be a part of your marketing strategy, but rather

how to integrate it with other channels in order to

maximise results. If we look at the marketing funnel,

social media can play an important part in each of

the stages, from creating brand awareness through

conversion and even customer retention. But its true

power lies in complementing and completing other

marketing channels, such as web, email, and mobile.

This paper covers the four steps to making your

social media channels the driver behind your omni-

channel digital marketing strategy, plus a few tips

and ideas to help you get started.


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Social media is a great channel to engage with your audience on an ongoing basis. Unlike email, text messages, or push message campaigns that are sent out in a blast to a group of users, social media is there for your customers to consume at will.

Social media becomes even more important when aiming for a younger audience. Additionally, a third of millennials say social media is one of their preferred channels for communicating with brands. Brands are quickly adopting social as a key channel for communicating with a wide audience.

of young adults aged 18-29 use social media3.

Using social media to connect with your audience

90%

3 Using social media to connect with your audience

4 The marketing funnel - where does social media fit in?

5 4 steps to integrate social media into your digital marketing strategy

9 5 tips to successfully blend social media into your digital marketing strategy at different stages of the funnel

Table of contents

11 Case Study: How Infinity integrates Email marketing, Social media, and Mobile push to accelerate performance

13 Why Teradata Marketing Applications for social media marketing

14 References

Top of the funnel Awareness

Middle of the funnel Assessment

Bottom Purchase decision

Post purchase / retention

Email reminder

Mobile push reminder

Coupon

Offer additional items

Remarketing on display and social


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The marketing funnel — where does social media fit in?

Use case: Abandoned cart

Looking at the main stages of the marketing funnel – from awareness to purchase and even retention – social media can complement and complete your marketing efforts across the board.

Social media plays a key part at the awareness stage. While your email subscribers and mobile app users are already aware of your brand and offering, there is a bigger audience out there, and social media is instrumental in getting the message across to this broader audience.

According to Shareaholic, one of the most popular social sharing outlets, social media is now the number one driver of all website referral traffic, holding 31 percent of all referral traffic4. Build a large community on social media, offer relevant content and valuable information, and consumers are bound to visit your website looking for more.

At later stages, when potential customers are evaluating your offer against a competing offer, you can use social media to engage them further and affect their purchase choice. According to Hubspot5, integrating social media posts with your email campaign would also likely increase your email open rates. Consider including social share buttons inside your email templates to increase virility. If you are using multiple social media channels, be sure to distinguish each of them, and make it clear to your audience what value they should expect to get from each.

During the

purchase stage, it is

important to use retargeting

to re-engage those who began making

a purchase on your website or app but never

completed the transaction. This is highly recommended

for customers who are not opening emails or have opted-

out of receiving promotional email or push notifications altogether. Try

offering a coupon or discount code, and if they did eventually complete the purchase, continue to retarget them with ads offering items that complement their latest purchase.

Make #socialmedia a key part of your omni-channel #digitalmarketing along with your email, web & mobile.

CLICK TO TWEET THIS


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4 Steps to integrate social media into your digital marketing strategy

1 Know your customer

Getting to know your customer is possible with a well-orchestrated omni-channel approach. The beauty of social media is that it creates a direct channel of communication between the brand and the customer. Use this channel to listen and respond to customer desires.

If you have a large community and are using multiple social media platforms, it is crucial to have a social media marketing platform that will help you listen, analyse, and respond to users in real-time. If you truly want your social media to become a vital part of your omni-channel digital marketing strategy, then it is recommended to use a platform that is a part of a marketing automation suite, which also helps to manage your other channels, such as email, web pages, and mobile.

Knowing your customer needs to be all encompassing. As a marketer, you need to find out which social media platforms your customers are spending time on, what content is relevant for them, and what questions they are asking. Be a step ahead of them and offer valuable content. Analyse which visuals or CTAs would get their attention.

Make sure to have the right technology in place to help you listen to your customers on social media and reply to their needs in real-time.

What happens if a premium online customer walks into your store? Does your store personnel know their interests, challenges, or goals? For many brands, the answer is “no.” The truth is that integrating cross-channel customer data is what takes customer experience to the next level. Social media can be used as an effective data collection tool.

Platforms such as Facebook and Twitter can be vital when it comes to data analytics and uncovering purchasing trends through data analytics.

Social media must be integrated with all other platforms to be most effective. Further connect your customers to your brand via web, email and mobile and make sure to engage them consistently via all channels. Make social media a launching pad to extend your marketing strategy even further.

2 Use social data to jump start your Omni-channel Digital Marketing strategy


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Facebook users post Twitter users tweet

100,000 tweets per minute6

684,478 pieces of content per minute

Use invidualised encounters to deepen your customer interactions. Because each customer is unique, brands need to act and engage

This individualised level of customer service – executed in real-time – is truly remarkable. The @NikeSupport twitter handle is solely responsible for helping customers who reach out for help via Twitter. Interestingly, Nike Support Twitter handle has tweeted over 160K times, whereas the Nike handle used for brand promotion and content sharing has only tweeted around 11K times8.

While some brands fear the openness of social media, others – such as Nike - embrace it as an opportunity to showcase their great customer support. Consider the enormous amounts of direct feedback that you can get via social media (both positive and negative), and use the

negative feedback as a chance to demonstrate your willingness to go the extra mile for your customers. Customers expect personalised customer service and real-time problem solving, and social media enables you to provide that.

But it doesn’t end there. Make sure to align individual encounters with communications that are going out to your customer on other channels. Once you have tapped into your customers concerns or interests, why not include an individualised offer on your next email campaign? This makes your customer relationship much closer, while simultaneously increasing the chance of them buying from you again.

accordingly. Having deep, meaningful customer insights enables you offer an invidualised experience.


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3 Leverage individualised encounters

Check out this great Twitter feed with @NikeSupport7

Social media is a great way to build a following and brand awareness. But for most brands, these questions remain: What do I do with all of these followers? How do I effectively engage them? A next step would be to invite a social media follower to become more involved with the brand by subscribing to the company’s newsletter, responding to a special offer, or downloading a mobile app.

Pampers is a great example of a brand that is effectively engaging customers on social media. In the following campaign, the company asked new parents how they were coping and encouraged them to share their favourite moments with Pampers. They also offered Pampers Rewards for those who shared their experiences. Through an email campaign, they enabled their followers to collect points that resulted in rewards that were redeemable as Pampers products.

This is a good example to how a brand can build awareness with user generated content while encouraging more engaged users (the ones actively taking part in the campaign) to move further down the funnel and become email subscribers. Once these users are on an email list, the brand can start pushing content and offers directly to them in an individualised manner. The result? A move to 1:1 communications as opposed to 1:many.

4 Push users down the funnel

Use #socialmedia to push your users down the buying funnel - here is how Pampers do it:

CLICK TO TWEET THIS


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http://socl.io/904

Creating custom audiences allows you to accurately reach out to specific customer segments on social media platforms. This more precise targeting empowers you to tailor ad campaign messaging and spending to maximise return on marketing investment.

The process is simple – you export a segmented list of contacts you’d like to reach from your CRM or marketing automation platform and import it to the social media network where you’d like to reach them. Both Facebook and Twitter enable this option. Don’t forget to refresh your audiences often to continue targeting the most relevant ones.

Creating custom audiences allows you to accurately reach out to specific customer segments on social media platforms. This more precise targeting empowers you to tailor ad campaign messaging and spending to maximise return on marketing investment.

The process is simple – you export a segmented list of contacts you’d like to reach from your CRM or marketing automation platform and import it to the social media network where you’d like to reach them. Both Facebook and Twitter enable this option. Don’t forget to refresh your audiences often to continue targeting the most relevant ones.

1 Use custom audiences 2 Encourage email sign up

via social Networks


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?Awareness

Assessment

Purchase decision

Post purchase / retention

5 tips to successfully blend social media into your digital marketing strategy at different stages of the funnel

Did you know Teradata’s Digital Marketing Center integrates with Facebook to create custom audiences on the fly?

LEARN MORE

http://socl.io/906

3 Encourage app downloads via social networks

4 Generate more referrals with social integrations

5 Use look-alike audiences to extend your reach

#Marketingtip: Include ‘Click to Tweet” buttons in your #email campaigns to help readers share your content.

CLICK TO TWEET THIS

If your brand has a mobile app you’d like to promote, you can develop an exclusive offer and use your social media channels to promote it. Create a coupon-based offer that can only be redeemed via mobile push notifications to ensure users both download the app and opt-in to push notifications. Promote your exclusive

Implement social share icons in your emails, website, blog, and mobile apps. Give followers an easy way to post your content on their own social networks. These social sharing buttons should be added to all outgoing communications.

According to Hubspot9, there is a “significant spike in Tweets about an offer that an email was

Instead of guessing who your best users are going to be, create a list of prospects based on your existing customers (i.e., a look-alike list). The challenge with social media is that there are so many options for targeting based on different interests, demographics, etc. With trial and error, it will take you weeks/months to eliminate the audiences that are underperforming until you finally get to know which audience works best for your product. With look-alike audiences, you have the immediate ability to access your projected most valuable customers and, in turn,

offer on your social media channels, directing the traffic to a mobile-responsive landing page that clearly states the value of the offer and the steps required to redeem it. Make sure the value of the offer is worth the effort of downloading and installing the app.

generate a much higher quality response.

To create look-alike audiences, begin by exporting a list of existing customers, similarly to how we described creating a custom audience. This time, however, you are letting the social media network come up with a similar audience based on the list, and you’ll be able to run your ads to people outside of your existing database. Since they have attributes that are similar to your current customers, they have a much higher chance to convert.

promoting” after including a ‘Click to Tweet’ box in an email campaign.


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Use a data management platform to maximise results with look-alike campaigns.

READ MORE ABOUT THIS HERE

http://socl.io/907

http://socl.io/905

Infinity is an Italian video streaming provider that offers customers their favourite films and TV series with a rich, on-demand, streaming catalogue. Infinity uses Teradata’s Digital Marketing Center to create a multi-

channel, responsive welcome program that accompanies its 30-day trial period. Emails are sent out two, four, nine, and twelve days after subscription and are pre-scheduled using an automation whiteboard.


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Case Study

How Infinity integrates Email marketing, Social media, and Mobile push to accelerate performance

This campaign resulted in a 30% open rate – a substantial increase. The campaign also included personalised mobile push messages which increased engagement by 20%, and utilised targeted Facebook ads to acquire new customers.

This is a great example of a campaign that targets users where they are, in real-time. Taking an omni-channel digital marketing approach helps improve engagement, boost brand loyalty, and increase revenue.

Case Study continued


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Learn more about how Teradata Marketing Applications can help.

REQUEST A DEMO NOW


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Why Teradata Marketing Applications for social media marketing?

Built for Omni-ChannelBenefit from Teradata Digital Marketing Center’s scalable, all-in-one, cloud-based solution to accurately target omni-channel digital marketing campaigns. Use powerful data integration to create individualised content and deliver it through the best channel, whether email, mobile, social, or web.

Put Powerful Individualisation into All ContentMake the content of every message personal and relevant for every single customer by using individualised insights to segment your database. Use marketing analytics to capture and take advantage of all the digital traces that customers leave behind when they react to your campaigns.

Strategy & Service SupportFifteen years in omni-channel, data-driven marketing has given us a great deal of experience in and understanding of the transformative digital landscape. Our consulting, strategic, and digital marketing services teams help our customers adapt their business to the changing digital world – and to use technology to solve business problems.

Demand GenerationOur in-house digital marketing services unit, Teradata Interactive, operates one of the largest lead generation operations. We provide brands the ability to grow their business. Our media network has been established over 15 years and provides us access to a granular audience base.

http://socl.io/908

References

1 http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/attachment/screen-shot-2016-02-15-at-11-54-57/

2 http://www.statista.com/topics/1164/social-networks/

3 Pew Research Center, Social Media Usage: 2005-2015. http://www.pewinternet.org/2015/10/08/social-networking-usage-2005-2015/

4 Social Media Now Drives 31% of All Referral Traffic, http://www.forbes.com/sites/jaysondemers/2015/02/03/social-media-now-drives-31-of-all-referral-traffic/#3cb8fc4d1aee. February 2015.

5 http://blog.hubspot.com/marketing/integrate-email-campaigns-marketing

6 InfoRisk Law Mining Social Data and Putting it to Work. http://inforisklaw.com/2015/09/11/mining-social-data-and-putting-it-to-work/, September 2015.

7 https://twitter.com/NikeSupport

8 Social Media Examiner, “4 Examples of Excellent Twitter Customer Service”. http://www.socialmediaexaminer.com/exceptional-customer-service-on-twitter/

9 How to Generate Click-to-Tweet Links for Your Content [Quick Tip]. http://blog.hubspot.com/marketing/how-to-generate-click-to-tweet-links-cta-quick-tip-ht#sm.00000ku3lb0tzjfnjq3emtkfuidgr


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