The challenge with this topic (the inter-connected world we live in and the ability for brands and individuals to have a highly tailored experience in it) was the inability of the panel to provide a cohesive overview and executable plan in just 75 minutes. The conversation wandered into personalization, but remained mostly in the realm of Facebook and the pros/cons of EdgeRank.
- Where does this leave brands in regards to providing personalized digital experiences?
- What happens when you have a customer and employee base in the millions?
- Is one-on-one personalization for organizations of all sizes possible and more importantly, scalable?
A Digiday article recently explored Proctor & Gamble’s move from their old marketing ways, to this more engaging direction. Marc Pritchard, global marketing and brand building officer for P&G, says that the company is emphasizing the importance of creating and keeping one-to-one relationships by placing a greater emphasis on engaging consumers through mobile and social strategies. At r2i, we couldn’t agree more.
In my opinion, having worked with brands of all sizes across various industries, there are key steps to keep in mind that will help ensure the success of scalable mobile and social one-to-one personalization. Although the methodologies you use or the level of personalization your organization achieves may vary based on resources, industry, budget, or other factors, aiming to have a personalized and conversational approach is a great place to start. Implementing at any level will help avoid what Giselle Abramovich, author of the Digiday article, so aptly calls "the old-school broadcasting spray-and-pray approach that we have seen with some brands’ digital efforts…”
At r2i we focus on five building blocks for creating a personalized customer engagement model:
- Identify the audience & their decision making behavior: Personalization is going to be a challenge but even more so if you are trying to talk to everyone about everything. True personalization is going to start with clearly articulating your core audience and then making decisions based around why and how they want to engage with you.
- Listen to the conversation: Engage in a comprehensive listening exercise to understand how the audience is talking about you and your products. Start to build a plan/approach around how you would engage or escalate various conversations on a one-to-one level.
- Find your voice: Based on the listening and any active conversations, determine how you would engage, what you would say, who would say it? What types of assets or content needs to be created? This will allow you to craft an editorial calendar or simulate conversations based on real-time information?
- Reach out & engage: Jump into conversations to the level that you and your organization are capable of and comfortable with. Create digital and mobile assets that foster engagement and create an experience that your customers can engage with on the platforms that THEY WANT to engage with you on. In the beginning, it may start with utilizing social conversations in your email newsletters to make them more personal or timely while also ensuring that your content can be viewed on a mobile device. Beyond that, it should evolve into a conversation across various platforms.
- Analyze & optimize: Any program that you put into place needs to have a layer of social intelligence and analysis. How you are going to determine success needs to be agreed upon at the start and then monitored accordingly.
As always, I welcome your feedback and thoughts. You can get me here, @bmore_jones or firstname.lastname@example.org.