Great presentation by Scott Sullivan of Buzzient on Social Media Analytics, Integration, and Loyalty Management with Buzzient embedding social media in Siebel Loyalty

1. Social Media Monitoring
for
Loyalty Programs

2. Challenges
 “Loyalty” is temporary / ephemeral
 Loyaltyto brands is becoming more short lived
 New loyalty is to the transactions
 Social commerce is becoming “just commerce”
 “Reasonable” response time shrinking to
seconds
 Tremendous amount of structured and
unstructured data, littered with 90% “noise”
© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"

3. Key Social Loyalty Use Cases
# Use Case Description Priority
1 Customer Acquisition Through Social Network Acquire customers through social networks
2 Member Acquisition Through Social Network Acquire Loyalty Member through social networks
3 Enhance Customer 360 with Customer’s Social Graph Enhance customer profile
4 Publish marketing offers on social networks and capture Publish offers and capture responses via campaign
responses
5 Closed Loop Targeting of Loyalty Programs Publish Loyalty Promotions from Loyalty Source onto
social networks
6 Reward Customers for Social Advocacy Reward loyalty members for specific behaviors
reviews, ratings, surveys, favorable comments, viral
promotions,
7 Track and Analyze Customers Social Sentiment Track customer sentiments with respect to followers,
influencers, enthusiasts, critics,, etc. including trending
up or down
8 Track customers social posts and respond accordingly via Track customers posts as part of a customer 360 view
CRM and initiate response or actions such as update
Attribute, Create SR, Lead, instant post on SM
network
9 Influence Customer’s Social Sentiment Favorably influence customers sentiment through 1:1
dialog
10 Recognize Social Influencers and Brand Advocates Recognize Social Influencers and Brand Advocates by
using various loyalty tactics:
Confer micro recognition on SNS with tiering criteria
based upon social behavior
11 Location based Promotions and Rewards
© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"

4. Member Acquisition Through Social Network
Business Drivers
 Leverage Social Networks of existing
customers/fans to target and acquire
new members and expand
membership base
 Optimize Customer Acquisition costs
increase program ROI
Enabling Capabilities
 Seamless distribution of Loyalty
promotions directly from Siebel onto
Social Networks
 “One-Click” enrollment of customers
leveraging customer’s social sign-on
credentials
 Rewards from referrals from social
networks
© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"

5. © Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"

6. 10 Enterprise Social Networking Obstacles 1
1. Command-and-control 7. Compliance headaches
culture 8. Lack of fit for business
2. Facebook connotations processes and
3. Profusion of tools workflows
4. Lack of integration 9. Optional vs. mandated
5. SharePoint 10. Groupware, knowledge
6. Competition from free management hangover
1 Source: David Carr The BrainYard 1/3/12
public social networks
© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"

7. Member Acquisition Through Social Networks
Define Publish View Share Join
• Loyalty Manager • Loyalty Manager • Member enrolled into
defines (member selects social networks loyalty program
acquisition) promotion and publishes • Member’s social profile
in Siebel Loyalty promotion on social updated in Siebel
networks Buzzient (Facebook ID,
profession etc.)
• Member rewarded
joining bonus points
(currency)
• Customer views • Customer shares • Customer navigated to
loyalty promotion on the promotion with webpage and enrolled in
his/her wall and clicks friends, if already a program based upon profile
to enroll into loyalty member details obtained from social
Siebel program, if not a network or provided by
member already customer
• Customer requested • Customer views joining
permission to access rewards and shares loyalty
Social Network (Buzzient) his/her social network promotions with Friends
credentials (optional)
© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"

8. Enhance Customer 360 Social Graph
Business Drivers
 Deep customer profile enriched with
social insights to drive personalized
cross-channel experiences
 Engage and retain high value
customers by tracking social
sentiments /comments and rapidly
responding to it
Enabling Capabilities
 Extend customer profile to capture and Consumer Social Profile
enrich social profile of customers Contact Points/Identities
 Integrate customer social profile into
core CRM processes to drive Consumer Conversation Social
enhanced insight driven interactions Preferences Activity Influence
 Identify and target high ‘value’ Demographic/Location Data
customer segments more accurately Categorization/Segmentation
Behavioral Activity
© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"

9. Enhance Customer 360 Social Graph
Post Enrich Leverage
• Customer’s social profile and • Customer and marketing
activities updated in Siebel associates leverage
against contact /membership enriched customer
in real-time/batch mode information to target and
• Customer’s updated social deliver differentiated
profile visible in Siebel customer experience
(respond to posts segment,
communicate, create
service requests
• Customers posts,
comments reviews, ratings
complaints etc. about
loyalty promotions, program
offerings etc.
Siebel
Social Network (Buzzient)
© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"

10. Closed Loop Distribution of Loyalty Promotions
Business Drivers
 Increase reach by leveraging vast
network of Loyalty customers on social
network
 Drive increased revenue and speed to
market
 Foster customer advocacy and brand
affinity
Enabling Capabilities
 Distribute loyalty promotions 77% Offer me incentives (free products, services, coupons)
seamlessly from Siebel loyalty onto 46% Solve my problems , e.g. product service problems
social networks 39% Solicit feedback products services
 Increase speed-to-market of 28% Entertain me
promotions 26% Develop new ways to interact with brands products
21% Market to me
© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"

11. Closed Loop Distribution of Loyalty Promotions
Define Publish View Enroll
• Loyalty manager • Loyalty Manager • Customer enrolled
conceptualizes selects social into loyalty
promotion networks and promotion
• Loyalty manager publishes
defines promotion promotion on
in Siebel Loyalty social network(s)
with images, links,
text, location
attributes, store
etc.
• Loyalty promotion • Customer enrolled
published on into the promotion
organization’s fan • Customer’s social
Siebel page on social profile updated in
network Siebel through real
• Customer views time integration
loyalty promotion with Siebel
Social Network (Buzzient) on his/her social
network and clicks
on the link
© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"

12. Reward Customers for Social Advocacy
Business Drivers
 Entice customers with rewards to
influence their friends and reinforce
brand usage
 Reward positive social behavior and
drive increased user activity
Enabling Capabilities
 Automated tracking of customer’s
social behavior to incent and reward
customers
 Automated reward process for instant
rewards
 Recurring and one-time rewards for
referrals
© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"

13. Reward Customers for Social Advocacy
Share Enroll Shop Earn
• Customer enrolled • Referral’s accrual
into loyalty transaction
promotion processed in
• Customer’s social Siebel loyalty and
profile updated in rewards calculated
Siebel • Referral reward
calculated for
referee for his/hers
purchase and/or
sharing promotion
with friends
• Referral purchases • Referee views his/
• Customer • Referral views the products after her referral
(Referee)views promotion posted enrolling into the rewards online
loyalty promotion their wall and
Siebel promotion
on his/her wall and enrolls into the • Referral qualifies
shares with friends promotion for the promotion
and views points
Social Network (Buzzient) he/she likely to
earn
• Referral completes
purchase
transaction and
views updated
points/currency
balance
© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"

14. Track and Analyze Customer’s Social Sentiment
Business Drivers
Situational Awareness
 Gain insight into customers’ social
sentiment to drive actions and Customer Engagement
responses for brand reinforcement
 Understand customer reactions and Business Opportunities
responses to program offerings for
corrective actions
Enabling Capabilities
 Automated tracking of customer
sentiment in Siebel
 OOTB dashboards to track customer
sentiment, share of voice, positive/
negative posts, etc.
© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"

15. Track and Analyze Customer’s Social Sentiment
View Analyze Respond Track
• Loyalty manager • Loyalty manager • Loyalty manager • Loyalty manager
views customers analyzes the responds to market tracks customers
social sentiment in trends and trends (launch new responses and
Siebel (promotion, identifies actions campaign, offer/ activities in Siebel
competition, and responses promotion
positive/negative communication,
posts, social log, etc.)
etc.
• Customer respond
to company’s
initiatives(purchase
Siebel s, shares, reviews,
comments, etc. on
social metworks
Social Network (Buzzient)
© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"

16. Influence Customer’s Social Sentiment
Business Drivers
 Gain insight into customers social
sentiment to deliver enhanced
customer care and 1:1 experiences
 Identify brand advocates vs. detractors
and devise appropriate customer
strategies for each category of
customer
Enabling Capabilities
 Automated tracking of customer
sentiment in Siebel
 Integrated action response framework
for increased speed to respond to
customers
© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"

17. Influence Customer’s Social Sentiment
Post Monitor Respond Track
• Loyalty manager • Loyalty manager • Loyalty manager
monitors responds customer’s tracks customers
customers social posts 1:1, to address responses and
sentiment in Siebel their comments, activities in Siebel
(comments posts, complaints and publishes
reviews, etc.) them directly on social
• Customers social networks from Siebel
profile and • Loyalty manager updates
activities updated customer social attributes
in Siebel in Siebel
• Customer ‘s post s , • Customer views
shares, reviews, loyalty manager’s
comments, ratings, posts on their wall
etc. about loyalty
promotions,
programs offerings,
etc.
Siebel
Social Network (Buzzient)
© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"

18. Recognize Influencers and Brand Advocates on Social Networks
Business Drivers
 Identify brand advocates and
influencers, to drive positive word-of- Mayor Early Adopter
mouth
 Leverage community of brand
advocates to drive brand value virally
Adventurer Enthusiast
Enabling Capabilities
 Create micro tiers to recognized 77% Offer me incentives (free products, services, coupons)
customers for their positive social 46% Solve my problems , e.g. product service problems
behavior 39% Solicit feedback products services
 Automated tier evaluation of 28% Entertain me
customers based upon social behavior 26% Develop new ways to interact with brands products
21% Market to me
© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"

19. Recognize Influencers and Brand Advocates on Social Networks
Share Evaluate Recognize Track
• Loyalty evaluates • Loyalty manager • Loyalty manager tracks
customer’s eligibility to responds customer’s customers activities to
attain a new Tier or posts 1:1, to address assess recognition
reward level based their comments, levels
upon threshold values complaints and publishes
(ex: maximum reviews, them directly on social
check-ins, etc.) networks from Siebel
• Customer assigned new • Loyalty manager updates
recognition level customer social attributes
in Siebel
• Customer ‘s post s , • Customer views new
shares, reviews, level recognition
comments, ratings, posts on their social
etc. about loyalty network
promotions,
programs offerings,
etc.
Siebel
Social Network (Buzzient)
© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"

20. Location Based Promotions and Awards
Business Drivers
 Drive immediate business based upon
location proximity of customer
 Maximize customer spend through
location based enticements
Enabling Capabilities
 Create promotions based upon
location attributes
 Deliver automated recommendations
based upon customer’s location,
profile and social attributes
© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"

21. Location Based Promotions and Awards
Check-In Rewards Recommend Track
• Loyalty rewards • Loyalty serves up real- • Loyalty tracks
members for checking time promotions/offers customers activities and
in at their location based upon customers updates social profile in
• Customer social profile location Siebel
updated in Siebel • Loyalty processes real-
time rewards based upon
customer’s eligible
transactions
• Customer discloses • Customer views
checks in his/her latest promotions/
specific offers on his /her
location(store, mobile device and
airport, hotel, etc.) accepts
from mobile phone • Customer
purchases/transacts
Siebel at the location and
earns rewards
Social Network (Buzzient)
© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"

22. Solution
 Organizations need to work backward from the
decision
 Not “push forward” from the source of pain
© Buzzient 2011 "Buzzient Confidential - Not to be copied or reproduced"