Automation vs Moderation

 

Today consumers are in the catbird seat due to three important technologies. First, the ability to search and shop for any product at any time online and dynamically compare prices across channels. Second, social media, which has put the power of mass communication directly in consumers’ hands, effectively turning the traditional retail campaign on its head.

Third, consumers today have a mobile remote control in their pocket. Not only can they immediately search and access product choices and prices, share with and learn from others on social media, they can transact with a brand by simply setting off social triggers like hashtags. This omni-channel remote control provides consumers with utility and for brands that take advantage of it, a social mobile remote can have the power to convert marketing instantly and frictionlessly.

The challenge for brands is to create campaigns that address this market transition, meet the need to still market at scale while delivering on consumer expectations for personalized communication. For brands this means finding the right mix of automation and moderation to respond to mass market campaigns while still retaining personal communication when and where it makes sense.

To address these dual goals, let’s first look at how automation can help brands move beyond “spray and pray” posting strategies to grow audience and then the role of moderation and automation in personalizing engagement through rewards to create a deeper consumer relationship.

Activating Omni-Channel Marketing

At Chirpify we have customers that deploy social activation across every channel imaginable – from TV ads like #AvosInSpace to front of store signage, stadium jumbotrons and more. Using a social trigger in the marketing piece allows consumers to take action. Automation then listens for these triggers that once set off can automatically and immediately reward consumers for a specified action.

For example, when Rascal Flatts and Jason Aldean offered fans a free seat upgrade when concert-goers tweeted #Enter and one of their branded hashtags, #BurnItDownTour or #Rewind, they generated more than 10,000 tweets. Chirpify was able to listen for the hashtag and automatically respond at scale to these fans.

Importantly, brands can set-up and change these triggers at any time, thereby rewarding for both ‘always-on’ and one-off activities. It is also important to note that automation can acquire consumer data at scale, allowing marketers to connect on and offline profiles in their CRM.

Personalization

Personalization really has two tiers in this context. The first is supported by automation, where a rules engine allows brands to automatically reply to different triggers with different offers and reply to the same person differently each time. For example, “You’ve already received reward points for this event. If you’d like more information about our newest San Francisco property, click here.” This allows brands to ensure their responses are appropriate and tailored to a specific campaign or offer while ensuring that consumers can’t ‘game’ the system.

Moderation empowered by automation is the second tier here. Chirpify empowers brands to moderate conversations with greater knowledge and personalization because they can choose a different reward for different consumers based on multiple criteria such as quality of their post or their past transactional history with the brand. Passing critical social profile information to the CRM bolsters marketers’ ability to offer compelling responses to social customers. For example, when Marriott sees a customer submit user generated content, they can send a different Marriott Reward based on that consumer’s unique profile.

Benefits

These two techniques combine to create a 4x engagement rate with Chirpify-powered posts. A greater engagement rate helps increase earned media and customer acquisition which has the potential to create a larger ‘snowball’ of awareness and engagement.

Chirpify really shines when it comes to driving specific goal-oriented activities. A retailer looking to increase in-store sales might have an in-store display with a social activation. Consumers who then interact with it would receive a tailored in-store reward for that behavior while they are still there and able to redeem it. Moderated replies can also focus on driving specific outcomes like increasing average spend per guest.

Empowered with the Internet, social media and a mobile remote control, the playing field has definitely shifted in favor of today’s consumers. Activating marketing across channels and responding to social consumers with a mix of automation and smart moderation allows brands to affect mass communication channels at scale and create personalized, attentive responses that surprise and delight rather than spray and pray. And who wouldn’t want to delight their customers while engaging with them more deeply by building a truly symbiotic relationship.

If you’d like to learn more about how your organization can use automation to build customer symbiosis across marketing channels, please reach out today.