O'Neill, an action sports company, has monetized its social relationships by collecting data from 380,000 Facebook fans. It uses this social data for targeted email campaigns, like birthday offers or targeting fans interested in yoga. The key lessons are to start small with social relationship marketing and gain full organizational buy-in. O'Neill's next steps are to continue building its social profile warehouse and evolve its use of social data across more of the business.

1. SOCIAL RELATIONSHIP MARKETING
Fan Exclusive 15% off
HOW O’NEILL HAS
MONETIZED ITS
SOCIAL RELATIONSHIPS
ACROSS CHANNELS

2. THE KEY TAKEAWAYS
Based on our early experience with social relationship marketing:
Customers are willing to
move beyond “likes” to
connect with brands they
Email marketers are now
trust
able to use social data for
segmentation and
targeting
Social profiles contain
valuable, actionable
data on what
customers want

3. NICE TO MEET YOU!
Daniel Neukomm
Executive Vice President, Strategy
La Jolla Group
• B.A., M.B.A.
• 14 years experience in consumer products/retail
• Explore new products, markets and processes
around our traditional business
Contact: daniel.neukomm@lajollagroup.com
linkedin.com/in/danielneukomm

4. LET’S GET TO KNOW EACH OTHER
YOUR
PRIMARY JOB FUNCTION
Email marketing Is your company
Other digital marketing collecting Facebook
Social media strategy profile data?
e-Commerce or website
Analytics/ optimization Has your company
Customer intelligence made use of that
Other profile data?

5. The Worlds Premier Action
Sports Licensing Company

6. O’NEILL CONSUMERS

7. A KEY ASSET: 380,000 FACEBOOK FANS

8. OUR SOCIAL RELATIONSHIP MARKETING VISION
 Monetize our fan base
 Improve campaign performance through better
targeting
 Capture customer insights that improve
effectiveness of customer acquisition
activities across channels

9. COLLECTING AND USING SOCIAL DATA
1) CONNECT 2) TARGET
WIDE-SCALE, OPT-IN GENDER, BIRTHDAY, LIKES, ETC.
SOCIAL PROFILE
WAREHOUSE
3) EXECUTE
EMAIL, SEARCH & OTHER CHANNELS

10. STEP ONE: COLLECTION
1. Selected Execution Channels:
Social-sign on
2. Selected initial campaign type:
Exclusive content Discount offer Always On buttons
Fan Exclusive 15% off

11. FACEBOOK OFFERS
Drive traffic to
this offer via Fan
page wall post
and email

12. ATTRIBUTES WE CAPTURED
CAPTURES MY:
Activities
Birthday
Education
Hometown
Interests
Likes
Location
Work history
CAPTURES MY FRIENDS’:
Activities
Interests
Likes

13. STEP TWO: CREATE SOCIAL SEGMENTS

14. NEXT STEP: EXECUTE EMAIL CAMPAIGNS

15. CAMPAIGN #1: BIRTHDAY OFFERS

16. CAMPAIGN #2:
TARGETING BY CATEGORY ENGAGEMENT
Target “Yoga”
products to segment
of people who have
an interest in “Yoga”

17. CAMPAIGN #3:
REACH FRIENDS OF SUBSCRIBERS
Intelligent
filter of friends
in share dialog
Recommend friends who
also have an interest in
Yoga. Track metrics on
sharing/referral traffic, etc.

18. MANAGE OPT-OUTS
Similar process to
non-personalized
Social Personalization: Learn More | Opt-out email
communications

19. KEY LESSONS LEARNED
 Start small – social relationship marketing gets
personal very quickly
 Don’t reinvent the wheel
 Social relationship marketing requires a
proactive strategy
 Full organizational buy-in is critical

20. LET’S DISCUSS THEM
 Who’s the best person to “own” social
relationship marketing in your organization?
 What change management tactics have been
effective for you in initiatives that cross
marketing functions?

21. OUR NEXT STEPS
winter S
WAVES U
excitement R
A POWDER
SOCIAL PROFILE F
WAREHOUSE I swell
R SUMMER
CONTINUE EVOLVE EXTEND
to a holistic the use of
to build our social profile
social profile CRM with
social data data across
warehouse the business

22. SOCIAL RELATIONSHIP MARKETING WILL
DRIVE THE NEXT WAVE OF RELEVANCE
Customers are willing to
connect with brands they trust
Connect rate from
Facebook offer
Valuable, actionable data on
what customers want
You can get positive results even if
you start small, but think about
evolution

23. THANK YOU!!
QUESTIONS?
daniel.neukomm@lajollagroup.com