A social CRM is one of the most important aspects of keeping in contact with your social media community, clients and prospects. In this webinar we explore the extraordinarily successful social media campaign that Donald Trump undertook to win the US election and how we can learn from his approach to data, influencers and knowing your buyer personas. We also look at other real-life examples of social media campaigns which have won and failed due to the approach companies took when targeting their buyer persona. The agenda of this webinar: - What we can learn from Trump’s social media campaign - How brands can win and fail on social media - Understanding your buyer personas - Building a solid social CRM - Finding and interacting with influencers These case studies and great examples of social media successes and failures will be followed by showcasing how our tool, Sendible helps you build a social CRM, discover influencers and understand your target audience through our advanced reporting capabilities. The full webinar video can be found at: www.youtube.com/sendible Presenter: Luke Knight, Partnerships Manager, Sendible

1. Introduction to Social CRM:
Influencers and Understanding
Buyer Personas
www.sendible.com
Luke Knight
Partnerships Manager
Sendible

2. Agenda
• Social media noise and influence
• What can we learn from Trump?
• What we can learn from Brands?
• The ups and downs of being outspoken
• The four steps to playing your Trump card
• Main takeaways
• How Sendible can help

3. • Social Media Management Solution for
Agencies
• Established in 2009
• Over 20,000 active users
• Head office in London, UK
RECENTLY AWARDED WITH
About
www.sendible.com /Sendible @Sendible

4. #FridayFeeling
I just ate a cheese sandwich
#Cheese #Bread #Butter
#Sandwich #Yum #Instafood
#Instalife #Foodie #Food
#Foodblog #Recipe #Recipes
#Eat #Tasty #ILoveCheese
#Nom #Eating #Hungry
A New World
of Noise
"Pope Francis shocks world, endorses
Donald Trump for president, releases
statement."

5. How do we stay
focused?

6. 1.32 billion people on average log onto Facebook daily

7. 500 million tweets sent per
day

8. 95 million photos and videos are shared on Instagram every day

9. Our attention span is only 8 seconds

10. Donald Trump wipes
$5.7bn off the value
of Amazon with a
single Tweet!
The Power of
Influence
$5.7bn
38.1M Twitter Followers
@realDonaldTrump

11. • 92% of consumers read online reviews
• 40% of consumers form an opinion by reading just
one to three reviews
• 43% of consumers search a business by reviews at least
one time per month
Consumer
Power

12. Social &
Search
More than 3 billion searches a month.
100 hours of video are uploaded every minute
62 billion searches a month
19 billion searches a month
108 billion searches a
month

13. • 74% of consumers rely on social media to
making buying decisions.
• 81% of consumers research online before
buying.
• 80% of consumers are likely to purchase an
item based on friend’s suggestions.
• 28% of all online activity is spent on social
networks.
Social media
is
increasingly
influencing
consumer
buying
decisions.

14. What we can learn
from Trump?

15. • 220 million US database
• 4,000 to 5,000 data points
• New voters and energising lapsed ones
• Disgruntled Americans
Project Alamo
How to target wider audiences
on social media with data
Targeted based on their Facebook
activity, ethnic affinity, or location and
demographics.
• Custom Audiences from Customer Lists
• Audience Targeting Options
• Lookalike Audiences

16. • Social media – the main communication
channel
• $150 million dollars of Facebook and
Instagram advertisements.
• 40,000 to 50,000 variants of its social media
adverts at any one time.
• Multiple formats and tests.
• 100 staff working on the campaign.
A/B testing on steroids
‘We’re Being
Overrun’
‘I’m fighting for YOU’
Email campaign headers
How to test content variants to
drive engagement and success

17. • He used public appearances to focus attention
on himself.
• Data dictated Trump’s travel itinerary .
• Ranked places in a state with the largest
clusters of persuadable voters.
• Invoked the ‘Forgotten Man’.
• Huge dissatisfaction with the status quo.
• Voter suppression to change perception.
• Word-of-mouth buzz
#MakeAmericaGreatAgain.
How to become influential and
build an influencer network

18. • Localised and personalised marketing.
• 100,000 Trump campaign websites.
• 100,000 distinct pieces of creative content.
• Trump’s shock tactics.
• Earned Media: Estimated $5 billion.
How to look beyond social media
networks

19. • 40 million Facebook interactions – likes,
shares and comments every week.
• 3 x Circulation of all 25 top-selling
newspapers in America.
• Once a user has interacted with Trump’s
content, repeated messages of his
campaign aided them in a highly efficient
way.
• He had a strategy for all content people
interacted with.
Facebook users made Trump
a phenomenon – Not
Facebook itself
How to make the most of
user-generated content

20. What can we learn from
brands?

21. Social media customer service deflects
600,000 contacts a year from the
phones, resulting in £2m annual
savings.
The Personal
Approach
126K Twitter Followers
@BTCare

22. The Company Culture
Approach
3.5M Instagram Followers
@lorealmakeup
#lifeatloreal

23. 635K Twitter Followers
@paddypower
The Outrageous
Approach

24. The Ups and Downs of Being
Outspoken on Social

25. youtube.com/heineken
#openyourworld
250K Subscribers
Viral YouTube Hit
Bringing strangers together with divide
beliefs, opposed political and social
worldviews.
Work through their differences
towards a common goal.
14M + Views
Win
Open Your World Campaign

26. Fail
"Real Beauty" campaign
Dove's body-positive packaging campaign
Limited-edition body wash
packaging presenting
diverse representations of
female bodies.
194K+ Views

27. The Four Steps to Playing Your Trump Card

28. Step 1 | Your Customer Persona

29. Step 2 | Building an influencer network

30. Advocates
Step 3 | Look Outside The Social Media Box

31. Step 4 | Promote User-Generated Content (UGC)

32. Marketers need
to source content
that rises from
consumers’ honest
love
of a brand.
Benefits of UGC:
• Builds trust
• Generates great ROI
• Increase customer retention
• Increase engagement
• Saves time on creating fresh content

33. Main Takeaways
• Use social media to tell a story about your brand.
• Use the tone and approach that works for your
audience.
• Know your customer personas.
• Be data driven when building campaigns on social
media.
• Build a network of influencers (or become one!)
• Explore other channels and mediums.
• Utilise UGC

34. Above all – use data!
If you build your
database, you will win!

35. Questions?

36. Thank you,
let’s connect!
www.sendible.com
/Sendible @Sendible