One Not Everyone How to use Social Media to Personalise Consumer Experiences A cross-industry collaboration between Supported by One Not Everyone | 2 Contents About this guide 4 About the authors 6 Foreword 7 Executive summary 9 I. Personalisation 1. Building relationships through relevance 14 1.1 Future consumer engagement models 15 1.2 Personalisation: the business case 21 2. What does good look like? 27 2.1 Personalised vs. Too personal 32 2.2 Navigating data privacy concerns 36 2.3 Algorithms vs. Editorial curation 41 2.4 Brand led vs. Consumer enabled 47 II. Using social media for personalisation 3. Re-evaluating the role of social media 52 3.1 Redefining social media 53 3.2 The social organisation: breaking out of the silos 55 3.3 Social media and the future of brand-consumer engagement 56 4. Social data 57 4.1 What is social data and how does it differ from other data? 58 4.2 Opportunities and challenges of social media data 62 4.3 Social media data availability and access 68 One Not Everyone | 3 Contents 5. Approaches (I): personalised marketing 71 5.1 Rethinking segmentation and targeting (interests, attitudes and emotions) 73 5.2 Micro-influence and network marketing (relationships) 79 5.3 Moment marketing (behaviour and intent) 88 6. Approaches (II): personalised experiences 97 6.1 Social CRM 99 6.2 Integrated customer experience 101 7. Approaches (III): customisation, co-creation and community 116 7.1 Customisation and co-creation 118 7.2 User-generated content 120 7.3 Data-driven creatives 122 7.4 Community and social recommendation 124 III. What next? 8. Looking ahead: the hype cycle, IoT and AI 134 8.1 The hype cycle: it’s still early days 135 8.2 The Internet of Things 137 8.3 Artificial Intelligence 139 9. Future challenges 142 9.1 How can we balance relevance and reach? 144 9.2 What does brand experience mean in the age of personalisation? 147 9.3 Data savvy, not data driven: what are the limitations of data and analytics? 148 9.4 Whose data is it anyway? 150 9.5 What is the future role for agencies? 152 Contributors and references 154 One Not Everyone | 4 About this guide Background relevant and valuable experiences. The increasing availability of digital The rich dataset associated with technologies and data is changing social media presents an opportunity the ways in which consumers to meet that challenge – to deliver and brands interact. The ability to these experiences within social media engage consumers by creating more marketing through hyper-targeted personalised brand experiences which communication and beyond social drive relevance and value for the platforms to fuel experiences for consumer is moving with that shift: consumers on whatever channels from the nice-to-have to the expected. or devices they are using. However, the volume of real-time data, its Social media plays a key role in driving structure, ownership and associated and enabling this shift. Brands are able privacy concerns make this a complex to build more direct and personalised landscape for brands to navigate, and relationships with consumers, reaching this has held back experimentation and them on the go and in familiar, social the shared learning of best practices. spaces where they choose to spend more and more of their online time. In building these relationships, brands are challenged to earn the right to be present by delivering appropriate, Brands are able to build more direct and personalised relationships with consumers, reaching them on the go and in familiar, social spaces... One Not Everyone | 5 Objectives and Scope This guide seeks to help brands, agencies and the wider communications industry by: a) Identifying emerging best practice c) Anticipating future issues principles for using social media surrounding the use of social and social media data to create media and social media data more personalised consumer for personalisation experiences b) Highlighting case studies of how organisations have used social media to develop more personalised customer experiences that add value for both consumers and brands Featured Case Studies Case studies involving the brands listed here feature in this guide. These examples demonstrate how social has been used for personalisation by brands in different contexts and to achieve a range of goals. These cases cite evidence of success of varying degrees of rigour and a consistent body of best practice social personalisation cases is still developing in this fast-moving field. One Not Everyone | 6 About the authors Celina Burnett Marketing Analytics Colin Strong Lead, ASOS Head of Behavioural Science, Ipsos Celina Burnett’s career combines Colin Strong works with a wide range consulting and client side experience of brands and public sector organisations focused on digital marketing and to combine market research with analytics. Before joining ASOS to behavioural science, creating new and establish their marketing analytics innovative solutions to long standing practice, Celina was a partner at WPP strategy and policy challenges. His marketing foresight consultancy, Gain career has been spent largely in market Theory, and led client engagements research, with much of it at GfK where at Deloitte Digital and NM Incite, he was MD of the UK Technology the Nielsen-McKinsey joint venture division. As such, he focuses on how specialising in social media research. technology disrupts markets, creating Her experience includes setting up new challenges and opportunities, and and managing the central social media on how customer data can be used to hub for the London 2012 Olympic develop new techniques for consumer and Paralympic Games‎, establishing insights. Colin is author of ‘Humanizing personalised marketing and audience Big Data’ which sets out a new agenda experiences for the BBC as part of the for the way in which more value can be myBBC‎ personalisation programme, leveraged from the rapidly emerging data and using social media data and economy. Colin is a regular speaker and advanced modelling techniques to writer on the philosophy and practice forecast and optimise the performance of consumer insight. of new film releases for Sony Pictures. A member of the IPA’s Social Media Steering Group, Celina is passionate about driving innovation and best practice in all aspects of social media. One Not Everyone | 7 Foreword My investment in social keeps increasing, but I am not always certain of its true business value This familiar cry from many brands was the catalyst for the creation over three years ago of #IPASocialWorks to help the industry bridge this gap. Stephen Maher, CEO, MBA. Chair of #IPASocialWorks. Chairman of The Marketing Society. Since its inception, #IPASocialWorks has been developing and accelerating best practice in the effectiveness and delivery of the business value of social #IPASocialWorks is the world’s media. We do this in two ways. First, first cross-industry collaboration we have built up what is now a rich of its kind across brands, agencies, bank of peer reviewed case studies from insight specialists and social platforms across the world, including examples developing a more ROI-driven robust from O2, TfL, IKEA, Coca-Cola, the US approach to social. #IPASocialWorks Navy and many more, to rival 30 years brings together the Institute of of peer-reviewed IPA Effectiveness Practitioners in Advertising (IPA), Awards and Marketing Society Awards The Marketing Society, and the for Excellence and where we can see a Market Research Society (MRS), direct causal relationship between social and is supported by Facebook and – whether paid, earned or owned – and Twitter. As Paddy Barwise, Emeritus a business return. Second, we do this Professor of Marketing and Management through bespoke training programmes at The London Business School and our and importantly three comprehensive academic adviser on the project, says: ‘How to’ guides across specific areas “I’m not aware of anything elsewhere of focus – Evaluation, Insight and now that matches its scale and quality.” Personalisation. One Not Everyone | 8 This Guide is the third in our series, Special thanks to our inspired and following our very successful guides, inspiring authors Celina Burnett and ‘Measuring Not Counting: How to Colin Strong, to all the case study evaluate social media for marketing contributors (listed on page 155), communications’ and ‘Integrated to the wonderful Fran Cassidy, our Not Isolated: How to improve project director, and to all our brilliant customer insight by embracing social colleagues from the #IPASocialWorks media data’. This Guide focuses Group (listed on page 155) for their on the Personalisation strand of valuable, constant and insightful input #IPASocialWorks and explores how into the #IPASocialWorks mission. to best use social media to create relevant consumer experiences. We hope you find this Guide useful We demonstrate how social’s rich as we continue our #IPASocialWorks dataset and intimacy can deliver journey towards understanding the strong business outcomes in our rapidly true business value of social media to evolving new world of personalised, brands – value that many of us intuitively predictive and tech-enabled believe in, but where we crave more relationships. We do this through deep robust evidence and where we need to diving into a breadth of approaches from keep learning together as social morphs case studies involving brands such as excitedly every day. As Group member adidas, the BBC, Amnesty International and behavioural change strategist Mark and many more, to the trends such as Earls says: “This is no one-off, wham- the Internet of Things that will shape bam-thank-you-ma’am study but a the future of this burgeoning area of more practical body of learning which personalised marketing. In short, we moves and evolves as the environment explore and identify how to reap the does – and one thing we all know is that business rewards from social that is the landscape is not going to simply focussed on ‘One Not Everyone’.