intelligent social media marketing, management and icommerce platform for retail
DESCRIPTION
Intelligent Social Media Marketing, Management and iCommerce Platform for Retail @SMiCS2011 in Monte CarloTRANSCRIPT
MicroStrategy alert
Intelligent Social Media Marketing, Management and
iCommerce Platform for Retail
Monte Carlo, July 13th, 2011
MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
Agenda
Social iCommerce in Retail § Retail § Today‘s environment § Challenges § Listen Learn Act
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-‐ in
Retail is Detail
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Tier 1: "Anonymous Transactions"
Tier 2: "Loyalty Card Transactions"
Tier 3: "Mobile/Web Transactions"
Tier 4: "Social + Mobile/
Web Transactions"
Social Network Integration Is the Next Major Leap Forward in Intelligent Consumer Interaction!
Customer"Insight"
Purchase Insight"
Customer"Insight"
Purchase Insight"
Purchase Insight"
Customer"Insight"
Purchase Insight"
Virtually no insight into customers or
purchases"
Knowledge is limited to loyalty card
members"
Customer insight is still limited to basic
information"
Full insight into customers and
purchases"
Customer Insight"
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Enviroment
§ Mul>-‐Channel
§ Store § Print § eCommerce § Mailings § Mobile § (Facebook)
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Social Media evolu>on (Facebook) Ev
olut
ion
leve
l
time
Trial & Error
passive / listening
Social Media strategy phase
Social Media Marketing
Monetization
Optimization
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Challenges
Retail § Compe>>on / high-‐jacked revenue § product offer too large § classical adver>sement unefficient (print/catalogue)
§ Sync mul>-‐channel
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How to adress the challenges
§ Listen and understand Customers § Engage with fans –> interes>ng content § Make compelling offers
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Listen
Learn Act
Change view from Brand to Consumer
Get social graph ���of Facebook fan
Analyse and ���segment ���
fan profiles
Targeted Communication &
Transaction Management
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MicroStrategy Alert Uses Facebook Social Data to Allow You to Expand and Monetize Your Fan Base!
Your Content"• Messages"• Advertisements"• Campaigns"• Products"• Services"
Social Data Analyze"
Segment"
Enrich"
Personalize"
Assemble"
Schedule"Content
6"
Facebook/Web Smartphone Tablet
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Listen
Learn Act
Change view from Brand to Consumer
Get social graph ���of Facebook fan
Analyse and ���segment ���
fan profiles
Targeted Communication &
Transaction Management
MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
Facebook Insights: Reporting
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Facebook Gateway: Data Enrichment
Derived Ratings Activity"
Communication"Influence"Popularity"
Fan Connectedness"Education"
Wealth"Cheer"
Life Event Triggers Change in Status"
Pregnancy"Moving/Relocating"
Vacations"Job Change"
Health/Sickness"Travel Plans
"
Standard Facebook Information"
MicroStrategy-Enriched Facebook Information"
Fan Profile Data"Name"
Birthdate"Gender"
Marital Status"Location"
Education"Work History"
Likes "Political Views"
Religion"Anniversary"
Facebook Activity"# Friends"
# Posts by Type"# Comments/Likes"
# Uploads"
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MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
MicroStrategy Confidential. Distribution Prohibited without Prior Authorization 18
Listen
Learn Act
Change view from Brand to Consumer
Get social graph ���of Facebook fan
Analyse and ���segment ���
fan profiles
Targeted Communication &
Transaction Management
MicroStrategy Confidential. Distribution Prohibited without Prior Authorization 19
MicroStrategy Confidential. Distribution Prohibited without Prior Authorization 20
Listen
Learn Act
Change view from Brand to Consumer
Get social graph ���of Facebook fan
Analyse and ���segment ���
fan profiles
Targeted Communication &
Transaction Management
MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
alert is avialable via Facebook or as a Mobile App alert for iPhone Applica>on
MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
alert Menu""alert Menu presents a customized catalog of products, services, and content exclusively available to alert Network members."
alert Offers""alert Offers presents capacity- or time-limited products and services in a personalized way to your alert Network members."
alert Events""alert Events lists upcoming Facebook Events, provides RSVP capabilities and maps them to each of your alert Network members."
alert News""alert News is used to deliver wall posts and personalized messages to all of your alert Network members."
The alert Application: Includes four primary areas of user content and functionality "
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Alert News personalized for a Member in Barcelona"
Alert News personalized for a Member in Beijing"
Alert News personalized for a Member in Washington DC"
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alert Offers!
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Alert Menu presents a menu of ongoing products, services, and content exclusively available to your members."
Each member will see their own personalized menu based on their segment and location."
Alert Menu!
Menus can be personalized by varying:"
• which items are offered"• what prices are charged"• the order of presentation"
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The Alert Menus Can Provide a Wide Range of other Content and Member Functionality!Menu" Surveys"Video Q&A"
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Enterprise Applica>ons and Facebook Apps Exist in Separate Ecosystems and Are Not Integrated
Facebook!
Facebook APIs
Relational Data Warehouses"
Enterprise IT Environment"
Other SW Platforms
(ORCL, MSFT, SAP, IBM)"
Enterprise Marketing, Sales, and Service Applications!Operational Apps" Physical Processes"Intelligence Apps"
MicroStrategy Platform"
• Security, Privacy • Operations Mgmt • Disaster Recovery • Master Data Mgmt • Sarbanes Oxley • Legal Regulations • Audit Controls"
New Media, Advertising!
Electro/Mechanical e.g., Cash Registers,
Phones, Paper"
Social Applications"
Business, Legal, and Transactional
Constraints Constitute a Barrier to Integration !
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Customer Relationship Management
Enterprise Attributes"SKU"
Category"Size"Color"
Store Location"Call Center"Catalog ID"
Vendor"Employee"
Purchase History"Time"
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Standard Facebook Information"
MicroStrategy-Enriched Facebook
Information"
Enterprise Metrics"Revenue"Quantity"
Profit"Cost"
Return Amount"Inventory On-Hand"
# Store Visits"# Website Visits"
Online Share"Click-Through Rates"
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•
Do you really want to miss this boat?