Unlocking the World of Audience Relationship Management
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Unlocking the World of Audience Relationship Management
- 1. Beauty & the Geek Unlocking the World of Audience Relationship Management. MARIE JOSÉE LAMOTHE CHIEF MARKETING OFFICER L’ORÉAL CANADA @MJLamothe MICHAEL SCISSONS FOUNDER & CEO SYNCAPSE @Scissons
- 2. Reality: The Geek For most brands, social media is still in the experimental stage, starting organically and slowly proliferating into core business operations. More technology exists than marketers can understand, scale, and implement. Overall processes are critical yet lacking. No clear definition among internal ‘owners’ of social - organizational design is key for success.
- 3. Social Remains Disconnected Marketing must create brand awareness, preference and sales. Social must contribute. BRAND IMPACT SOCIAL MEDIA : Poor Objectives : Off Message : No Scale : Theoretical : Experimental #FAIL
- 4. MARKETING MEASUREMENT Bridge the gap by enhancing your capabilities Marketing must create brand awareness, preference and sales. Social must contribute. PUBLIC RELATIONS COMMUNITY MANAGEMENT CUSTOMER SERVICE ADVERTISING TECHNOLOGY BUSINESS IMPACT SOCIAL MEDIA ECOMMERCE Social Media Capabilities
- 5. Brands must establish marketing process to create tangible business results. From: A fragmented and annually-based marketing plan with social marketing as a channel. To: Integrated marketing creating relevant customer connections that result in increased sales and loyalty. Vision: The Beauty
- 6. We provide technology and consulting that enables brands to profit from social. 2011 SOCIAL AS A HOBBY Chaotic Reactive Consumer In Control Disconnected and Siloed Platform-Led KPIs (“Likes”) Community Management Faux Friendships Sales-Phobic 2013 SOCIAL AS A BUSINESS Synchronized Process-Driven Brand Sets Direction Connected and Integrated Brand-Led KPIs Customer Segmentation Genuine Communication Open For Business
- 7. L'Oréal Canada Portfolio of Brands Produits Professionnels Produits Grand Public Produits de Luxe Cosmétique Active
- 8. The Role of Marketing Deliver optimal levels of reach and frequency with the right message to the right audience
- 9. Marketing Attribution Insights to inform better marketing and media strategies. L'Oréal Social Brand Marketing Model Informed Measurement Measure and understand social value connected to ROI. Optimized Execution Apps and media for optimized performance. Insight Based Planning Leverage social data to drive overall lifecycle management approach.
- 10. MARKETING PROJECTIONS & BUSINESS CASE Insight Based Planning: Deliverables UNDERSTAND THE LANCÔME CONSUMER LANCÔME CONSUMER SEGMENTATION
- 11. CUSTOMER CARE LOYALTY GROWTH GROWTH INVESTMENT Insight Based Planning Insight based planning leverages the unique data in social media to create an informed communication plan. Plot spend for desired brand outcomes based on industry benchmarks. Outcome projections set targets for benchmarks and leading indicators of marketing performance. Paid Social Ads Targeted Content Facebook Environment
- 12. Insight Based Planning Insight based planning leverages the unique data in social media to create an informed communication plan. Plot spend for desired brand outcomes based on industry benchmarks. Outcome projections set targets for benchmarks and leading indicators of marketing performance. Colour Trial
- 13. Insight Based Planning We identified 125 micro targets to drive increased relevancy among on consumers.
- 14. Insight Based Planning Insight based planning leverages the unique data in social media to create an informed communication plan. Plot spend levels for desired brand outcomes based on industry benchmarks. Outcome projections set targets for benchmarks and leading indicators of marketing performance. Reach. Frequency. Impact Goals.
- 15. Optimized Execution: Deliverables CREATIVE LINKED TO BRAND OBJECTIVES & LIFECYCLE EFFECTIVE MANAGEMENT OF INVESTMENT CONTINUOUS IMPROVEMENT
- 17. Case: Optimized Execution Result: 4,000 variations delivering against 140 micro-targets.
- 18. Case: Optimized Execution Before Syncapse Approach After Syncapse Approach Result: 50%+ Increase in Media Efficiency.
- 19. Informed Marketing Measurement: Deliverables GREAT DASHBOARD SIMPLIFIES PERSPECTIVE ON SUCCESS EXPAND KNOWLEDGE OF THE CONSUMER HIGH QUALITY REPORTING - TEMPLATED AND AFFORDABLE
- 20. Ad Dashboard What we track: Reach, Frequency & Actions Real time actionable results
- 21. Performance Dashboard TO UNDERSTAND: The impact and effectiveness of Paid and Owned content and improve results in real time
- 22. Key Consumer Learning MASS broadcasting, learning derived from overall response SEGMENTED clusters, learning derived from surveys, models and segment response INDIVIDUAL personalized, learning derived from individual interaction Result: Segmented Customer Insight Mass Learning: Friends of fans highly responsive and represented 56% of new fans. Segmented Learning: English speaking Women, Ages 55 - 65, were the most engaged segment with an Action Rate of 124%. Individual Learning: Those with shopping behaviours were the most costly.
- 23. Marketing ROI & Attribution
- 24. OBJECTIVE DESIRED RESULT Relevant Cost-Effective Reach & Frequency Reach the Right People Awareness, Recall, Trial Find New Customers, Increase Spend of Customers
- 25. Results: Q4 Lancôme TOTAL IMPRESSIONS (PAID & EARNED) 181,409,962 EST. AVERAGE FREQUENCY 5+ $48,000 MEDIA INVESTMENT
- 26. Results: Earned Media | 2012 Biggest Picture LANCÔME $65K TOTAL L’OREAL CANADA $1.4M+
- 27. Lancôme Canada Fan Growth Fan Growth 78k fans September 1, 2012 145k fans December 31, 2012 53% Growth
- 28. Why Fans Matter
- 29. How Lancôme Compares $227 $144 $128 $159 $122 $202 $107 $199 $87 $128 $89 $98 $85 $79 $101 $100 AVERAGE SPEND $ MEAN (INCLUDING 0) FAN NON-FAN
- 32. MARIE JOSÉE LAMOTHE CHIEF MARKETING OFFICER L’ORÉAL CANADA @MJLamothe MICHAEL SCISSONS FOUNDER & CEO SYNCAPSE @Scissons Thank-You
Notes de l'éditeur
- MJ outline that the role of marketing hasn’t changed – the challenge to drive effective reach frequency and impact remains in place. New channels, new methods, new processes.
- MS to introduce the idea that the “beauties” are making life hard for the “geeks” trying to use technology in brand marketing. Key Points indicated on slide.
- MS: Speak to challenges we have experienced with brands over the last couple years.
- MJ to introduce the idea that the “geeks” are complicating marketing. All the tools, widgets, and gadgets – but how does all that really help us to build brands? MJ: In many conversations with my peers, it became clear that big data, social marketing and ARM are about more than technology. Technology alone cannot make any of us great marketers and will not allow us to use what big data has to offer. The application of this technology by smart people is often the most important determinant of success.
- MJ: Speak to slide
- MJ to introduce L’Oreal Canada and its brands and organization.
- MJ outline that the role of marketing hasn’t changed – the challenge to drive effective reach frequency and impact remains in place. New channels, new methods, new processes.
- MJ: Outline the agenda for the session, specifically how beauty and the geek can work together through the social marketing process: PlanningExecutionMeasurementMarketing Attrinution
- MS: Speak to slide
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- MS: Speak to slide
- MJ: Now that we have mapped the business objective, used the audience data to inform creative and targeting – we are able apply to apply benchmarks for our performance.Benchmarks allow us to use the data from across the organization and syndicated data from our competitors to understand how effectively we are delivering reach, frequency and impact vs our competitors.
- MS: Speak to slide
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- MS: Speak to consolidated results we see for clients.
- MS: Speak to slide
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- MS to speak
- 181,222,237- PAID impressions from media pilot187,726- Earned- engagements as reported by Syncapse Platform181,409,9632.95$48,000
- MS to speak
- MS to speak
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- MS to speak
- MJ: Tips on why this is successful and how to think about it in your organization.
- MJ: Speaks to the best way to get started and how she got stared.
- Thank You.