Just Say Know: Using Multiple Data Sources to Create Truly Useful Content That Delights Customers
Transcript of Just Say Know: Using Multiple Data Sources to Create Truly Useful Content That Delights Customers
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#justsayknow
Just Say Know: Using multiple data
sources to delightcustomers
with Jay Baer & Jamie Beckland
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Introduction
Jay BaerPresidentConvince & Convert@jaybaer
Jamie BecklandVP, Customer SuccessJanrain, Inc.@Beckland
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Marketing is Harder Than Ever
• Harder Than Yesterday
• Way Harder Than Last Year
• Ridiculously Harder Than 5 Years Ago
• 4 Reasons Why…
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Your Customers Don’t Trust You
• Just 52% of
consumers trust
business, according
to Edelman’s Trust
Barometer
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Your Customers Don’t Trust You
Which one thinks you’re lying?
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Everything is Media
• Hard to achieve
top-of-mind
awareness
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Convergence of Personal and Commercial
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Convergence of Personal and Commercial
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Convergence of Personal and Commercial
• You don’t have to be better at marketing
than other companies that sell the same
stuff
• You have to be more interesting to me
than my own wife….
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Create Youtility
• Marketing so useful, people would pay
for it
• Marketing that consumers WANT, rather
than marketing that companies think
they need
• Farming, not hunting
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Youtility is Born from Relevance
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Youtility is Born from Relevance
Give away knowledge snacks to sell meals down the road
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Marketing Sideways
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Marketing Sideways
• Give your brand
permission to make
the story BIGGER
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Youtility Requires Understanding Customers Better
• Women 35-54
• But that’s NOT the
whole story….
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Youtility Requires Understanding Customers Better
• Women 35-54
• But that’s NOT the
whole story….• 1/3 bought because
they smell nice
• 1/3 bought because they look nice (home décor)
• 1/3 bought solely as a gift
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Use Data to Create Delight
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Use Data to Create Delight
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Whenever Possible, Talk to Your Customers (and your internal team)
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Use Social Data to Gather Deep Insights
• 76% will share data
with companies
with whom they
have a relationship!
• Trust matters
• Use data to be
relevant, not evil
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Social Data Covers Many Aspects of Identity
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Best Practices to Gather Social Data
Janrain Case Study 1
• Give to get
• Placement and
emphasis
• Opt in control
• Progressive
profiling
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Commenting Login
Print Subscriptions
Sweepstakes Entries
Mobile Registration
Customer Service
User Generated Content
On Site Personalization
Ad Segmentation
Email Service Provider
Website Analytics
Sweepstakes Management
Subscription Management
Architecture Designed to Share Data
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The Appreciation Engine
Applying Social Data in Cross-Channel Marketing
Attribute push/syncJanrain Capture
Music Interests
Email Provider
Users Sign In
Data AppendService
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Only the Biggest Fans Get Certain Emails
• Watched more than 5
videos in the past
month
• Follows Lady Gaga on
Twitter or Likes Lady
Gaga on Facebook
• Streamed at least 10
songs in the past 14
days
Image: http://stuffboston.com/2010/07/05/photos-lady-gaga-fans-at-td-garden
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The Process to Remember
Data Insights Relevance Useful Delight
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NEW: The Greatest Love Story Ever Told
It’s not easy, but personal and customer relationships are more alike than you think. They start with getting to know each other.
Download our ebook to learn more. http://janrain.com/resources/white-papers/ebook-the-greatest-love-story-ever-told
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Thank you.
Jay BaerPresidentConvince & Convert@jaybaer
Jamie BecklandVP, Customer SuccessJanrain, Inc.@Beckland