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VoC document

Ashley Tschudin

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https://app.fireflies.ai/view/Scrollmark-Research-Opportunity-Ashley-Tschudin-::01JQD0CRHJVRJ5HFDRMHQP9HE1⁠

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Leadership goals: Mix of engagement, followers, and revenue

KPIs: Percent growth in followers and engagement

Tracking growth and analytics: Use Sprinklr but doesn’t like using it because it has too many features which can get overwhelming

Content volume: Goes by platform best practices. Major campaign increases content volume, specifically for events.

Content planning: Monthly briefing call for planning for the month ahead and use that to align on content pillars, holidays, events. And then I go into the calendar development stage, whatever format that takes, and outline basically what content is going to go on what day. Then I go into the copy development and creative. If I have a team to create my assets, then I'm looping them in at this stage. If not, I'm then developing content myself.

Sound bite: I think that a lot of brands have forgotten the value of community management and community engagement and the power of social listening and are so focused on just outputting their own content. And it's very important that we're listening to the conversations that are happening within our industries and about our brands. And I'd love to see more of that happen. So I think that would be very valuable.

Hates: All the back and forth communication about Content revisions. just because it's all over the place all the time. You know, everybody has their own opinion on how they want to give feedback. And this has been a thread throughout my whole career where some people like to ping you know, if you're using slot or Slack or teams or whatever platform. Some people like to leave it in the deck or if you're in Trix format or if you're using a third party tool or maybe Asana. So I've never found that everybody gets on the same page as to how or leaving feedback and then tracking how many rounds of revisions have actually been done. Well, look, you know, I've been on the agency side, I've been on the client side and I think there's a very important piece is agreeing on X amount of rounds of revisions. And sometimes they just keep spiraling and if there was a tool that you could leave your feedback in and then it hit that last round and it said, hey, this is your last opportunity to give feedback, then you don't have to be the bad guy anymore on either side. Right. I think that would be really interesting to have a tool like that. So feedback is a very big piece.

Loves: Oh, the creative ideation and strategy development. I love brainstorming and coming up with new campaign ideas, new content, series ideas. I just enjoy it so much.

Decision-making factor: So I think a huge factor in my career when making decisions about signing up to a tool is the availability of, I don't want to say, I guess, customer service. Right. Having, you know, if something isn't working or we need something fixed or we need a new feature added, quick turnarounds with customer service has always been a huge key factor for us across my career. And then obviously the, you know, the pricing plays a huge role. Right. You know, when I'm pitching to a VP and saying, hey, you know, we need a tool for X, Y and Z, here's the three different tiers of pricing options we have available. So I usually will pitch it that way and weasel my favorite one in the middle.

Gap

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https://app.fireflies.ai/view/Scrollmark-x-Old-Navy-Intro::01JSHGHKNEQKXV9AC92TYSQPNV?q=gap⁠

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From Gap: Senior Director of Organic Social & Influencer; Senior Director Of Marketing, Global Retention & Loyalty; Head of Brand Strategy of Social

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Trigger: ...I felt like this was a good chance to just hear what you guys do as we're in the very early days of like what we're calling social transformation. Just like really pivoting this team to lead with social media for marketing. Historically, we're lead with like big media TV campaigns and we're trying to do like now re engineer it. (So basically, this was an internal transformation - what drove it?)

JB’s overview of Scrollmark: It's going to make sure that you're not missing out on any conversation at all, any engagement, any comment, I mean at mention and even more coming up in the near future. Like we'll insert you into the right conversation at the right time, with the right context.

JB’s explanation of Shoppable DMs: Shop with DM part, I think, is one of the most fascinating parts of Scrollmark. What typically happens when you walk into a store, right? You've got someone asking you, hey, how can I help you? I did this accidentally downstairs, actually. Walked into the Gap. Someone's folding clothes. Stopped folding clothes. Asked me, hey, what can I help you with? And I'm like, I'm actually looking for the offices. Yeah. So it was a pretty funny experience, but it ended up working out. I like to prove my point here. If you have someone that is walking into your, sliding into your DMs, and it's about a specific product, maybe it's about a sale or something, a clearance extravaganza that you're having, you want to give them those products directly. Like, that speed to lead is what we promote, and by delivering a product catalog that is most relevant to what the consumer is asking about, inquiring about, or clicking on through social,

Social fan clubs/loyalty: We are the first platform to actually link social media engagement with loyalty programs. And the idea is, OK, so you love our product. Why not share it in posts? Why not actually create more organic growth from it?

Presented social loyalty as hack and they exclaimed “We want that hack!”

Social listening: We can look into the IG DMs, TikTok DMs, and comments and understand what your customers are talking about and take all that preference data to your CRM and CDP so you can get better personalization.

Question from Gap: And can you connect that data to dynamic ads? Because emails are in toilet right now.

Product demo:

Brand safety, contextual segmentor - very powerful.

These journeys, this is really a life cycle marketing process. You can really build whatever you can think of, and, you know, we basically help you out. We can actually send a catalog. Typically, we support things like Shopify, but, you know.

We have ChannelAdvisor

I think We can, we can, you know, we've built integrations in less than a week. So, that's not really a problem, Catalogs are basically very simple, very simple to integrate with, given that we just need to kind of pull images. And they power all of our product.

What are you using for your CDP? Emparity.

So, Emparity is our CDP, and then ChannelAdvisor, is one of our product feeds.

But you can basically choose whatever items you want. You can add custom buttons, you can add these buttons to see images,

And this drives straight to our site?

Use case from Gap (comment or DM reply to assist shopping): Imagine there’s a campaign like “what’s the occasion?” and then we use that to show products from our catalog based on that. And we'll like, we can curate. Like a wedding shop, a wedding guest shop. Like there's some items that, you know, what are you looking for? Is it a spring wedding? Is it a fall wedding? Yeah, I've seen influencers do this, where they'll post like an outfit, like for outfit details, comment shop, for DM. And then they get the DM with the links. So they can tag it for their affiliates.

Question from Gap: I'm sure you'll get there to talk about the analytics and how we can see how much we actually drive, because that's one metric we don't have a path for right now is showcasing any kind of like lower funnel conversions from social, because it's not really inherently a conversion based platform.

Product demo:

Another cool thing is we can also gauge by number of followers. So if you think of influencer, micro, macro, nano, whatever buckets you want to put them into, we can take them down different journeys and different paths, depending on how many followers they have and whether or not they follow you. So anytime someone above 100K followers messages you, you can get alerted about this high-value follower and jump in and start building a conversation and relationship with them

Question from Gap: How would you say that this filters in with, you know, typical community management tools and community management? (Note by Ateendra - filters means fits)

The way we typically set that up is that we set up filters on there. We'll kind of go into their dash, their sprout, and set up filters in certain filters. Like we will kind of take care we have certain keywords that these keywords are sent, and scrollmark is kind of taking care of it. Okay. We have the same filters on a scrollmark setting. We're actually working on a formal integration with sprout right now as well. We have other clients who basically just use us, right? Because, you know, we have an inbox solution and, you know, there's two ways to do it. Either you fully automate and then there's a few messages which can't be automated that you respond to. Manually. And the other way is that if you want to go and manually approve things, we just kind of have a, you have that kind of view of We just say, Hey, this is the message we suggest you send.

Use case from Gap (shoppable DMs): What about like, I'm looking, I'm just on our, like looking. So like someone, we posted something and we get a lot of customers saying, Oh my God, is this the men's water resistant bomber jacket? Like literally that specific. And then customer service comes in and it's like, yes, search the number on the site to shop. But like, ideally you'd be like, yes, here it is. And here's five other things you should buy. Yes. Or yes, we DM do the link like this, like, cause we get, I mean, just from a, we get a lot of that. Like what item is like, is that the, this, and then literally someone goes in and types in the code, but there feels like you could like give them that and then upsell them, be like this. And you should get this with it or whatever.

Question from Gap: And an example like that where it's so specific. Yes. How does that work? If it's not like a pre-programmed journey.

We can do it as a custom build. Right. Where we literally pull it in your catalog. We use AI to say, Hey, like what product in your catalog do we think this person is referring to? And if they literally say men's like classic bomber jacket, we'll know immediately which product that they're referring to. And then we can use kind of AI to find like more or find other products that we could also recommend. And then, you know, we can essentially set that up as an automation with approval. So then that way somebody from your team can come in and just hit approve. (so wrong link isn’t sent) So we set it up with an approval so that way it doesn't go out automatically. Again, it shows up in our inbox solution. You just hit it, right? Um, the second way we can do it is like, you know, you can actually come in and build that specific carousel, like by hand in a hot furnace, right? Obviously it takes a little bit more time, but that's, that's another plus.

Powerful image shown during the presentation how you can use social listening to understand and predict what marketing and product development should focus on by listening to what people are talking about on socials.

The specific question was, I want to see like what scents people are mentioning on our TikTok to see if it's like lining up with purchase data. nd this became something that they took to their leadership team to show that, hey, like organic social is heavily correlated with purchases because vanilla was I think for like the highest purchase product or vanilla was the highest purchase sample.

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Question from Gap: What about sentiment? How is that measured? What if someone's saying, I really don't like the way Vanellis is? How does it know that just a mention is positive?

So this is interesting for us because especially on TikTok, mostly TikTok is not talking about what we're talking about. So we're like, these are our product big ideas that we want you to buy. And then TikTok's over here are talking about all these other things that we have in the assortment, which I actually think is really interesting to unlock that. (They’re pushing certain product narratives or big ideas that they want people to buy into. But on TikTok, people are discussing entirely different products or topics related to the brand’s assortment that the brand isn’t actively promoting or focusing on. She finds this interesting because it presents an untapped opportunity. If they can identify what people are actually interested in or discussing (e.g., unexpected product mentions, emerging trends), they can - Adjust their messaging to align with those organic conversations, Highlight products or angles they weren’t actively promoting but that are gaining traction, Leverage UGC and real consumer feedback to refine future campaigns. Bridging the gap between what they’re pushing and what the audience is naturally interested in. This is where Scrollmark’s social listening capabilities could be positioned as a way to uncover those insights and recalibrate messaging accordingly.)

People are like you bring back this pant, we get a lot of that. Like, bring back. Bring back this. And that's such a helpful thing for us. Like, if it's trending to, like, give our merchants and be like, the people are asking for this.

So we can go granular and then if we want, we can add a filter to show which one was negative and positive and how many are negative and positive.q

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So you can take this data and match up with your Shopify or CDP data one-to-one. And, um, in addition to that, being able to like build richer customer profiles from scratch, um, as long as they have like a phone number and email in your system in any way, shape, or form, like you get their preference data stored in perpetuity, direct from scoremark.

SocialGPT video search: Ultimately what this entails is us actually going into the video contextually understanding what's happening in the video and then building embeddings and then allowing you to search up those embeddings and that allow you to kind of just search in playing in plain English and you know, search whatever you need to search. Um, this is, I think one of the reasons that the social listening tools of 10, 15 years ago are not as effective because, you know, people are not using hashtags. People are not really using their captions. Um, and everything is kind of happening in the text. Right. So if you're not actually looking at the context of the video, um, through your tools, you're not going to be able to, you will obviously capture some of the posts that are talking about you and your brand or whatever you want talk about. You're not going to be capture them all. Um, that's one of the things we're trying to fix with this um, again, not out yet. We started building this this week, but kind of giving you a teaser of what's to come.

Goals shared by Gap: Um, we have content related goals, uh, platform specific related goals. I think there's a lot of appetite from super leadership to see how our social effects conversion. And like I mentioned earlier, we don't have a way to, to measure that. So any kind of proof and saying, Hey, if we post X kind of content, it actually makes a difference. Would be very valuable. As it pertains to this conversation, I think that's like the biggest goal that we could probably talk about, but, um, overarching goals. I mean, right now we're really over. We're indexed and focusing on Instagram, but we are a huge opportunity to focus on TikTok and build out our platform there. Um, and then meta Facebook is where our biggest following, we have 10 million followers on Facebook and we're not creating content specifically for that audience right now. So catering more to that audience. I know a lot of what we're talking about is Instagram driven.

I think what's interesting on your paid side is like how do you continue these journeys on social and tie? Like, again, email is a declining channel. It's our most retained customer. We're getting them in social or marketing to them, but how do we sort of. Get them on app, get them on SMS, keep them engaged through that channel and build that more one-to-one there.

Question by Gap, for DM subscription: Could we give a list? Like, let's say we wanted to give our card members do like, start with card members who follow us, who follow us, match that list and send the campaigns of just those people.

So, um, just like for email or SMS to receive these messages, people have to explicitly opt in.

But we could create a campaign with a list to get them to opt in and then create that journey?

So exactly. So there's two ways. You could do this, right? One is that could be an email, either like Facebook originated, somebody engages with you on Facebook, you send them a message, do special jobs for people in our list, uh, they subscribe, they subscribe. Then you can also connect in the email. So this is our audience talking about, uh, talking about analytics. This is our audience, right? So, you know, you can really think of this as your social scene, right? You have email, phone numbers. You have a number of tags, follower account, um, fault, like whether or not they follow us. Right. and you can use this to kind of cross reference people into your CRM or CDP, right?

So we could feed the, the hand, their handles back to our CDP?

Exactly. So we know that's, ain-housend not only their handles, but anytime they engage, anytime, like, you know, anytime they kind of engage with your posts, you can kind of feed that back, um, retargeting in house.

So pretty much you're like your EPA, right? Like if you, let's say somebody, you collected somebody's email, you, you know, they engage with you on a specific post, you pipe that engagement back to your CDP. You can kind of create a list from your CDP to run EPA and it's here and it becomes even more powerful when you have them opt in to these via different channels. Like they're already opted into SMS. Uh, it's as simple.

Use case by Gap: What kind of comments we get that we’ll need to get analyzed? It's usually something about shipping or logistics. Um, but I do see quite a few comments that have, you know, customers asking for specific things, like bring back tube tops. I don't, I didn't know this viral tube top, but apparently we had a tube top and everyone's asking for it right now. Um, so being able to say, Hey, we had 50 people ask for this too.

We'll run the analytics, we'll hook up, we'll run the analytics, all that other stuff. We're trying to bring reports specifically about products that you no longer have ever mentioned in the past. We can get that to you before the end of next month, like a full analysis of what people are mentioning online and talking about comes to your specific products. I think that'd be pretty cool.

Need by Gap: And then I guess, understanding how many people who were served the journey actually clicked out, like how do we do? Is that something we pull on our side? We only know.

Haleon

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https://app.fireflies.ai/view/Haleon-Scrollmark-Intro::01JSHJ3R5V1QPDW9PHGA7Z0YME⁠

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From Haleon: Earned & Social Manager

Trigger: We recently did have like an internal transition where like social being part of the remit of my team is like a newer development. We just started in January. So where we're at is kind of just a evaluating. Okay, what are we doing on social, how are we doing it, what tools are we using, things like that and then what are like the best paths, like forward for us.

Goals: They are like, right, we're looking to gain traction, we're looking to grow our community.

Current state: We are super like nascent on pretty much all platforms and I think we're really just hoping to like get some of those foundational aspects set up as an organization so that we can then like take off and grow and be a little bit more novel in our aspirations and things of that nature.

Current strategy: A lot of our brands are on social, but they don't have that regular social, like posting cadence or like understanding of what their brand tone is and like how they should be communicating. So I think like our first goal is like establishing that for all of our brands that are active on social. I think like the next piece is like social commerce is really hot on like everyone's radar. And so like, how can we play in that space, just knowing, like, that's where consumers are, so we need to be there.

Influencer marketing is an important tactic: We do work with like influencers of various tiers, like via our influencer agency. I think that, like, we are marrying the idea of, like, having others talk about us and having ourselves talk about us. And like, how can we pursue both at the same time? How else can we potentially generate, like, UGC content and like, things like that that we can, like, utilize? And how can we get different content streams to feed into our own channel when we're talking, like, about ourselves or use other voices on our page?

Soundbite I love: Like, things need to be born out of social and be like, social first and not just like, saying that they're social first.

On authenticity and why they want to use influencer marketing and UGC: And to your point on like, the authenticity, it's like consumers don't care for the most part what your brand has to say about yourself because it's obviously skewed and biased. Right. I care what other people have to say about it. Like, what is somebody else's experience, like, taking Advil? Like, did they have a good experience kind of that, like, testimonial aspect is going to drive a purchase, like, for me, more than like, A brand channel. And I think that's the same for a lot of people.

Segmentor description: I'm sure you've seen like influencers say hey, like comment this word below and you'll get to the next steps, right? Yeah. This does the exact same thing with the exact same technology, except we're taking context. Not just that one keyword, which we can do context.

Goals: So something that like our team has been thinking about, right. Is like the community management aspect of this all on social.

Use case from Haleon: Specifically like when we encounter like adverse events or someone talks about that. Right. Like the main goal of those interactions for our organization is to get it off of social. Right. Like we want them to be like reporting something like via different portals so we can do like fda, whatever we need to do, like offline. And so like is like this sounds like this would kind of be that like perfect match for like is there a world in which when these things like come through it, like automates, like, hey, like thanks for reaching out, like go to this link and then they can like take that journey there and it like gets off social. So this seems so effective. (This was triggered by segmentor and how you can use it to manage community)

Soundbite to use (in context of social listening): ...part of social is like that feedback loop from your consumers and like how you can integrate that into like product development and all of those things.

LEVL Beverages Inc.

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https://app.fireflies.ai/view/LEVL-Scrollmark-Intro::01JT0YF74PHRACDBG1SMF70Q1C⁠

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From LEVL: Co-founder

Trigger: ...And yeah, we're getting some really good feedback on liquid and the branding. But. But probably the most crowded category and difficult category and expensive category on earth. So we need all the unlocks we can get to win. (Basically, they’re in a tough space and whatever gives them competitive advantage)

D2C is tough for beverages: ...We really don't have a ton of emphasis on D2C right now because it's just really not. People aren't really buying drinks. D2C. We're. We're onboarding Amazon and (Target). But our big play is. Is getting distribution and getting, you know, chain, big account retailer accounts. And, you know, all those buyers are looking at everything we're doing, you know, from digital to social. So it's important we build those out and Give them what they're. You know, we're building the brand that's number one. But. But, you know, giving them what they want to see. So give it gives us a shot to get those accounts is critical.

Goals: (Not a soundbite) Improving socials because they want to get chain, big account retailer accounts and they look at socials to evaluate their brand.

Use case from LEVL: And there's like a Westock and an Aisle. And if you're familiar with those companies, we're just working with a we stock right now. And it's a way to support, say we get the Target account. We, you know, it's a buy one, get one free or free can on us and they go buy it and then they get those. They snap fix the receipt and they get reimbursed on that can. I can see a ton of value in. In trying to drive.

Use case from LEVEL for giveaway: ...So we could say, like, you know, there's only gonna be one winner. So we can. We could hit everybody else up that doesn't win with a message that says, hey, you didn't win, but here's 15 off. Use code X and just try and drive revenue through that. I think that's a really cool filter with the, like and, you know, comment and just being able to get that granular. Because then you're just taking the people that are engaging rather than just trying to throw out a blanket.

Needs: Where does, where does the influencer solution come in? Is there one here or is there like a way to support that campaign?

Bucherer

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https://app.fireflies.ai/view/Scrollmark-Intro-Call::01JS581ZV1XBG3B5KEQMG5BVDM⁠

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From Bucherer: Manager of Brand Marketing & Communications; Director of Brand Marketing, Public Relations & Social Media for Watches and Fine Jewelry

Edge over Dash when it comes to UGC collection: We can do rights management and collect rights as well

Goals shared by them:

We run paid influencer campaigns, but not affiliate programs. It's something that we've like very high level explored, but I think with our price point and like availability of product, it's a little bit challenging for the affiliate piece.

What is the main goal behind like paid social today and what are you trying to drive? Is it traffic to the site? Is it like a store visit? Is it an email? What's really helpful today out of that for paid social?

Yeah, I would say traffic to site because we really do look at conversions. I mean, conversion is the biggest. Like that is our biggest goal is definitely conversions. And we also run a very big co OP program with our brand partners where it's usually between awareness and conversion. Yeah. And I would say second is traffic. Just getting people to the site so we can retarget.

Email marketing list building

A+E 2nd intro

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https://app.fireflies.ai/view/ScrollMark-intro-A-E::01JRX9CD0V61PCKY5QV4TW57MD⁠

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From A&E: Executive Vice President, Platform & Product Monetization; Manager, Platform Monetization; Manager, Social Media, The HISTORY Channel; SVP, Technology Product Development & Data

Goals shared:

From AJ, based on his conversation with them earlier: Being able to attribute things on social and being able to better understand the impact that social may have on potentially like, you know, driving views and

From AJ, based on his conversation with them earlier: better understanding our audience.

Goals shared by them: Driving direct revenue as well as driving brand awareness and reach. So impressions has been a major goal. We just recently relaunched a history.com website and so there is a need to tie what we're doing to social back to our website. I think that's very natural given that Betty already programs the channel to have a lot of core history content. So like this day in history and lots of nice sort of highlights of things that are historical in nature on our history accounts. And so it feels natural to be able to tell people to go to read more. Particularly for a very engaged audience like we have on history, I think that challenge is a friction. So asking somebody to go to link in bio and then having to click through and then to go, it's just too. It's sort of, I think a friction heavy process. And what I liked about the idea of like a, you know, dm for the link is obviously there's a qualified audience who are very interested and then it sits in their DMs and it's basically an alert until they either go in and clear it out or they decide to actually follow through the link to Continue reading. And so my primary goal here, one obviously is to drive first party data which we would capture on the website. Sounds like you might have another element there.

Goals shared by them: And then two, to start to build this reflex of people going to history.com to consume more content sort of on a consistent basis, whether that's via our Instagram account, consistently directing them there, or just building the habit if they're history fans of going to the history website directly. Anything to add on that?

Watchable posts as a solution: And effectively it would be something like this where people could comment on a post and then they would effectively get a link to that show or the website as to where they could actually go. And check this out, this is an example for tubi. They have Community on their platform streaming. What people will do is they can come along and they would make a post being like, you know, hey, you know, check out Community, we've got it on our platform. Or they would have like a clip or something like that from Community. People would interact with that post and then they'd instantly get a DM from you saying like, hey, did you know that you can go watch our show on tv? Click the button below to go stream it now. And so effectively what you could do is you could use an automation like this to drive people over to the History Channel website for a particular show if you want to have them watch that, or if there's like an article or something that you want People to read up more on. We can use these like fun interactive dms with an image, with buttons and with text to actually drive people over to the site.

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Use case AJ suggested - Quiz: Now one of the really interesting ways that they're actually approaching this and using it is doing things like interactive query quizzes on social media. So for Tubi, they have a lot of shows like Community where they can do something like a what character are you? In the context of the History Channel, you might want to do like a quiz on history. And what you can do is you can actually set up an automation that is kind of like a buzzfeed style quiz that will collect zero party data on your audience as well as first party data, but also direct them to, you know, the answer to their question at the end. So the way this works is you might make a post on social media and you will tell people, hey, you know, if you want to take our history quiz, reply to this post with the word quiz and we'll DM you the quiz. People come on, they'll comment quiz and then what they'll do is they will effectively go through this multiple choice quiz. In this case, you know, it's about community. So it's asking questions that are like trying to figure out what community character you are. And what this is doing is this quiz is asking them questions that are related to the topic but are also simultaneously collecting zero party data on the audience at the same time. So for example, if I come over here, it'll say like what type of comedy do you vibe with? Sarcastic and self aware, Weird and meta, Wholesome and awkward, Sharp and savage. And depending on what their answer is, Tubi actually collects an insight with this question to better understand their audience and see what type of comedy they actually like. And so you can take the same principle and you can apply it to effectively any question on any quiz. You just want to design it in a way where you're keeping on theme with the quiz, but you're also using it to collect an insight on the audience based upon how they respond. And then what happens here is at the end, before we actually give them their answer, we will say something like one last thing before we give your answer. Mind dropping your email below? You'll also be added to our mailing list and receive occasional updates from us. Then what we'll do is we will add in this listener here. What this listener will do is it will actually listen for the user to DM us back some type of first party data. So this could be an Email address, It could be a phone number, it could be a name, could be a birthday, could be a postal address, could be effectively any type of first party data that you want. When that user dm's you that information back, what our platform will do is will automatically detect it, collect it, and then store it in here in your audience page. What this is sort of like is your CDP for social. It's a record of every single person who has engaged with your page based upon their follower count and also based upon like their social handle. And so anytime somebody engages with you, they're going to appear in here. And if they give you their email or if they give you their phone number, we'll store it in this page and we'll correlate it back to that user social handle. Now the cool thing about this is that the biggest problem today, sort of with organic social is that we don't know who our audience actually is. It's just a bunch of anonymous usernames that are following us. And because we don't really know who this audience is, we can't effectively attribute it and we can't really understand that like, hey, you know, these 50 people liked our post and this led to, you know, 50 watches on our site. With this information we can start to better understand how an email on social or a phone number on social that we collect can tie back to our main customer database and effectively we can start to unmask who this audience actually is and better understand who our followers are on social.

A + E 1st intro

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https://app.fireflies.ai/view/Scrollmark-A-E-Introduction::01JRG29J01PQS8ZKQ2WCC9S4GK⁠

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From A&E: Chief Marketing and Chief Digital Officer

Agreeing on lack of data collection/attribution capabilities: I said I was just agreeing with you and saying there's a way to link it back to our CDP and sort of write, append it to a record or whatever.

Her thinking about social, great soundbite to use: So there are more people on social today than on. Than who have linear television subscriptions. Like, that was my biggest problem. Like, there are more people watching content and experiencing content on social platforms than there are in the linear television universe. So we should be approaching the programming and also the, the tending of that audience with as much rigor as we do on our linear side. It's just we have to learn how to adapt to the capabilities that exist today.

Positioned as a data collection play in demo: So if we collect an email here or a phone number here, we can match it back to your CDP and we can look for that email or that phone number or that name, that person's like display name, we can look for that information, your cdp. And if we see that any of those match, we can enrich your CDP with that user's social handle. And all the really good stuff we get from organic social, such as what types of things are they engaging with today? How are they talking about you on social? Maybe they like a post that features a certain show or a certain product in it. Well, we can tag them as being interested in that and then maybe they comment and they say, oh, I love this show or I love this product so much. And then maybe five days later they get an email from you about that show or about that product or an ad. So it allows you to do things like organic social retargeting, where somebody can comment on social and then you can target them off the platform. It unlocks so many really powerful use cases, the least of which is attribution. We can finally understand who our audience actually is on social and how their social actions translate into watches and actual sales.

She was surprised by CTR of 10% from DMs: But it's, that's an unbelievable conversion rate. A 10% click through rate is ridiculous. Yeah, that's like going back to like click through rates in 1999 on email, right hand spam and all that other stuff. And people's inboxes weren't flooded with a whole bunch of messages.

Question from her: So remembering sort of what happened, you know, when Facebook did a major sort of change their algorithm and it hit all of the media companies pretty hard in terms of, you know, being able to drive traffic and that kind of thing. How, how much dependency do you have on third party APIs and algorithms to be successful?

And so, you know, relationship with their, whether it's developer relations, whatever they call it.

Need from her: Okay. And then have you incorporated influencers into any of this? Like being able to identify who your influencer.

Olukai

⁠

https://app.fireflies.ai/view/Olukai-Scrollmark::sASGLLHa7M0S0biP?q=olukai⁠

⁠

From Olukai: Head of Digital; Social Media Specialist; CMO (joined late)

Goals shared by Social Media Specialist: Yeah, community engagement is our biggest thing. Kind of getting those numbers up and definitely engaging with people that tagged us in photos, stories, et cetera. Definitely brand awareness is another big One, we really are aiming to grow the brand I think in the next few years. And so those are my two tasks, I would say high level. And so you guys know all about that, right? So like we want to engage with everyone. We want to just try to get the brand out to as many people, work with as many people that seem on brand for us. Those are the two things for sure that I've been talking about a lot this week.

When asked about conversion, influencer, paid, direct sales from socials to Social Media Specialist: So we're going to do a lot of like linking obviously straight from our Ecom website. We don't have a Instagram shop right now, which I'm sure is something that I'll bring up with Dan eventually down the line once we get there, which is something that is a goal on my plate personally. We do work. We are going to work with a lot of influencers. We have this full like athlete team specific people that we sign with. So we'll get deliverables from them, things of that nature and post with them, do a lot of collaborations. And then we're kind of, from what I think we're doing is we're kind of restrategizing what our UGC influencer guidelines and strategy would be this year. So from a high level, that's what we're doing.

When asked about email and tech side to Head of Digital: And I mean we do a ton of paid marketing on social, so that is a separate. Outside of the organic. We do have, you know, we do have Instagram Shop and we do have, you know, we haven't built TikTok Shop, but again we have, yeah. Email marketing retention. Trying to grow that holistic approach to, you know, reaching the consumer. Whether it comes from, you know, our customer service platform to responding to comments. Right now we use Sprout for moderation. At one of my previous companies, I actually took a foray into managing response and direct response and automating a ton of that stuff. So knowing how much work goes into it, you know, I want to see, you know, how are we leveraging, you know, newer technologies, LLMs, you know, AI, any of that stuff to really one create authentic engagement, you know, automate and take some of the lift off of Colette and then obviously drive revenue and conversion incrementally through the platform.

What is your team currently using today for your CRM or CDP, asked to Head of Digital: Yeah, our CDP is mParticle which is a mobile first platform. And then we use Klaviyo for email and Olaf uses Klaviyo for SMS currently. And then we also use Attentive. We have a mobile app for push via Tap Partner Shopify integration and then we have a customer service slash pod of recommendations virtual agent. If you go to the Contact Us that we power through Sierra AI.

Use case from Head of Digital: There probably more advanced use case. Obviously, yeah, I think pulling email, phone, birthday, all that stuff is awesome. I guess if it's listening to other engagements, are we able to pull that, you know, like by different categories? Like, they mentioned a product, even cut like feedback. I'm just thinking like, all right, this zero party data is so powerful. Like, how do we enrich the customer profile?

Use case from Head of Digital when shown UGC dashboard: And then combining that with like some of the other rewards journeys could be super powerful. Obviously after approval.

Question from Social Media Specialist on UGC dashboard: On the UGC stuff. So even from like the story perspective, it'll download the stuff that like goes away after 24 hours, right?

No, we download a permanent copy of it for you.

Question from Head of Digital: Like the opportunity to giveaway to do it and actually collect it, the email lead gen in the journey. How does that work as far as when you ask them if they can be opted into, you know, email marketing and can getting consent, you know, via the journey. I think that's the key there.

So what we do is we just make it explicit in the message itself. So when you're doing the giveaway, what we'll say in the DM that we send out, people will. You'll create a post and you'll essentially do something like hey, comment below and tag a friend in order to enter into our giveaway. And then we'll send a message that looks like this. Thanks for commenting. Last step, mind dropping your email below so we can contact you if you win. We'll also add you to our mailing list and send you exclusive offers and discounts. This part down here, this is really key. They see it up front and they know that they are explicitly giving you their consent if they drop their email. So once they do that, it's considered a form of explicit consent and we can then just simply export that over to your klaviyo.

Question from Head of Digital: API or I know webhook. The Klaviyo pull stuff back in now to our CDP. We'll be able to pull that directly via API or how do you connect with third party CDPs obviously appending anything we can to Klaviyo and the Shopify profile. But just thinking as we get back to that total 360 picture.

Webhooks are the most popular method that we will do for it. If you need a. If you need us to like expose an API endpoint to you, we can do that for you. That's not a problem. But we find that most brands will typically just go through the webhook and pretty much I don't think there's any marketing software out there today that doesn't have a webhook or doesn't support webhooks. So we should be able to send all that information over there.

You can really personalize these things so you can enter like what you want the property to be and then we have like a whole slew of pretty much all of this first party data that you can send over it or anything that's just relevant that we have collected on that individual. So you can send over all the tags that you have for all the audience segments, you can send over their email, their profile name that you have on file and we can add multiple properties, as many as you want and we can always. This is a very easy system for us to update so if you need, you know, more.

Question from Head of Digital, feature request: Yeah and then my, it's my last section is just analytics you know as we have all this data. I know, I see there's a reporting section and I know like a theme you see obviously if you're driving revenue and the journeys like that stuff's kind of easy to pull. But like when we think about you know, themes in the conversations or like you know, analyzing that content, is there anything built in that helps synthesize those insights? You know, kind of making Colette's life a bit easier as we're aggregating all this information.

Oh no, I mean yeah, the overview and obviously the journey based and on the post, you know, I think that's all kind of, you know, the baseline when it comes to a social tool but like thinking all right, what's the next level? You know I think being able to get that sentiment out.

Question from CMO: And that includes ads as well as organic content?

Question from CMO: So, so, and I know this isn't the key object, core objective here, but if one of them is, or if the desire is to grow your social following on a given platform, you would sort of use this tool in conjunction with a highly engaged type of ad or content. And then you could go out and, you know, once they engage with the content, then you're able to sort of market to them directly about, you know, following us or whatever, you know, action you want them to take after the engagement.

Impressions from Head of Digital: I would like to dig in a bit more on the documentation on the platform. It seems like it would be a supplement like to our current social media management platform obviously to help drive you know, like we said that engagement and build that snowball effect. And then obviously I think the integrations with Shopify and just the meta shops to like drive them to a product. I think there's a lot of automations that could, you know, drive incremental value but it's seeing how those things kind of work in conjunction and then obviously, you know, as it connects to the rest of the ecosystem. But I think there's definitely value there and opportunity that I think, you know, even just the way even if it's not a points based loyalty program or just getting people connected with the brand and collecting zero party data, I mean the zero party data thing, especially now as things are keep changing is a huge unlock for me. You know, I'm thinking of enriching our email lists and you know, that 360 customer data, those are the parts that I think are super powerful.

Need from Head of Digital: I would like to see some more in the analytics side on. You have the straight revenue ROI KPI's. But how are you valuing the sentiment, the health of those posts? I think that's the other piece that obviously we lean on the other software as well, not just for the management of the posting.

Impressions from CMO: I'm super excited about the platform that you guys are creating, obviously to connect the dots with our team. I see a lot of use case for us in terms of where we want to go with social and beyond. And then I do, from our last call, I'd love to get connected with that new hire you're talking about because Colette's relatively new to our team and we've got some, you know, good.

Question posted to Head of Digital: Could you tell me a little bit more about the LTV and The entry points that you have as far as a new customer acquisition and how you're gaining those new customers today.

Answer from Head of Digital: Yeah, I mean think of meta ads, Google, we have other channels like that. So as you're looking at, you know, the cost of acquisition, I think for me, making a case of a new platform that's net new, like this (he’s talking about making a case for Scrollmark) is showing incrementality, you know, like what is the incremental uplift? Not just engagement and growth of social feeds and obviously as you drive them to the Meta Shop or conversion through Shopify, like, you know, what is the incremental. The incremental revenue and you know, is there LTV for customer, you know, is that going up and then net new. So I think it all kind of plays together. But the key, especially with the new platform, that's something a newer concept is that incrementality.

Question posted to Head of Digital: Is there any incrementality at all that's coming from direct messages?

Answer from Head of Digital: There is not quantifiable. So again, you have net new.

Question asked to the team: I know share sale is one entry point for you guys to get new ambassadors and affiliates. We've already talked about, like, you know, what we can do to get new signups via social loyalty, new ambassadors and new people on share sale in general, what is the average return from a new affiliate that you've got on network?

Answer from CMO: Yeah, I Think that broadly. Right where we're at is. And this is one of the reasons I think this channel is really exciting or this platform. Platform is really exciting (talking about Scrollmark) is we're trying to develop a more robust tool for us to go out and you know, whether it is develop UGC or affiliate type influencer relationships, I would say what we've been doing is a lot of manual effort around that. Which isn't, which isn't the worst actually because we're learning a lot and we're pretty finicky in terms of the types of content we associate with, you know, as kind of brand stewards. Yeah, but we have a really methodical approach to you know, customer acquisition costs. Right. In terms of how we deploy resources around that, whether it's creative or media spend and that sort of thing. The area that we've yet to really sophisticate internally is around social marketing of this kind. And so I think you guys present like what caught my eye was two things. One was hey, we can connect the dots in our email database with our social follower. That's pretty easy to grasp, like how powerful that is. And two is this is actually a tool where we can actually at some scale and at a lot of, you know, sophistication around cohort, you know, segmentations, be able to remarket to people on social, which we just don't do currently. So I think this is a discovery that journey that we're on and we've got a mandate to develop outside of just the tried and true traditional performance marketing techniques. How do we actually, you know, in a brand right way, in a scalable way, monetize, you know, social content and influencer programs?

cocokind

Common threads

Common threads

Bucket

Gap

Olukai

Haleon

Bucherer

LEVL

Galderma

cocokind

Need for internal transformation as trigger for having a convo

we're in the very early days of social transformation. Just really pivoting this team to lead with social media for marketing. Historically, we've lead with like big media TV campaigns and we're trying to re-engineer it.

internal transition where like social being part of the remit of my team is like a newer development.

Poor perception of traditional channels

emails are in toilet right now email is a declining channel.

Connecting social to the bottom line

the analytics and how we can see how much we actually drive, because that's one metric we don't have a path for right now is showcasing any kind of like lower funnel conversions from social ...how our social effects conversion.... So any kind of proof and saying, Hey, if we post X kind of content, it actually makes a difference. Would be very valuable. understanding how many people who were served the journey actually clicked out, like how do we do? Is that something we pull on our side?

linking obviously straight from our Ecom website. drive revenue and conversion incrementally through the platform. I think the integrations with Shopify and just the meta shops to like drive them to a product. drive incremental value making a case of a new platform that's net new, like this is showing incrementally what is the incremental uplift? Not just engagement and growth of social feeds and obviously as you drive them to the Meta Shop or conversion through Shopify net new outside of just the tried and true traditional performance marketing techniques. How do we actually, you know, in a brand right way, in a scalable way, monetize, you know, social content and influencer programs?

like the next piece is like social commerce is really hot on like everyone's radar.

traffic to site because we really do look at conversions Just getting people to the site so we can retarget.

Excited about DM subscriptions

Influencer marketing specific stuff

get the brand out to as many people, work with as many people that seem on brand for us. So we'll get deliverables from them, things of that nature and post with them, do a lot of collaborations outside of just the tried and true traditional performance marketing techniques. How do we actually, you know, in a brand right way, in a scalable way, monetize, you know, social content and influencer programs?

marrying the idea of, like, having others talk about us and having ourselves talk about us. And like, how can we pursue both at the same time? How else can we potentially generate, like, UGC content and like, things like that that we can, like, utilize? And how can we get different content streams to feed into our own channel when we're talking, like, about ourselves or use other voices on our page?

Where does, where does the influencer solution come in? Is there one here or is there like a way to support that campaign?

Have goals of getting more traction, engagement, followers, reach, visibility, community - whatever you’d like to call it

community engagement is our biggest thing. engaging with people that tagged us brand awareness is another big One get the brand out to as many people, work with as many people that seem on brand for us. if the desire is to grow your social following on a given platform, you would sort of use this tool in conjunction with a highly engaged type of ad or content. And then you could go out and, you know, once they engage with the content, then you're able to sort of market to them directly about, you know, following us or whatever, you know, action you want them to take after the engagement. help drive you know, like we said that engagement and build that snowball effect.

gain traction, we're looking to grow our community. something that like our team has been thinking about, right. Is like the community management aspect of this all on social.

Community management being important part of the social strategy

community engagement is our biggest thing.

something that like our team has been thinking about, right. Is like the community management aspect of this all on social.

Mentioned “authenticity”

I want to see, you know, how are we leveraging, you know, newer technologies, LLMs, you know, AI, any of that stuff to really one create authentic engagement, you know, automate and take some of the lift off of Colette

the authenticity, it's like consumers don't care for the most part what your brand has to say about yourself because it's obviously skewed and biased. Right. I care what other people have to say about it. Like, what is somebody else's experience, like, taking Advil? Like, did they have a good experience kind of that, like, testimonial aspect is going to drive a purchase, like, for me, more than like, A brand channel. And I think that's the same for a lot of people.

Have use case for Shoppable DMs

Imagine there’s a campaign like “what’s the occasion?” and then we use that to show products from our catalog based on that. ...we posted something and we get a lot of customers saying, Oh my God, is this the men's water resistant bomber jacket?...ideally you'd be like, yes, here it is. And here's five other things you should buy. Or yes, we do and DM the link...

linking obviously straight from our Ecom website.

Concern or need for sentiment analysis

What about sentiment? How is that measured? What if someone's saying, I really don't like the way Vanellis is? How does it know that just a mention is positive?

Need for community insights

TikTok is not talking about what we're talking about. So we're like, these are our product big ideas that we want you to buy. And then TikTok's over here are talking about all these other things that we have in the assortment, which I actually think is really interesting to unlock that. People are like you bring back this pant, we get a lot of that. Like, bring back. Bring back this. And that's such a helpful thing for us. Like, if it's trending to, like, give our merchants and be like, the people are asking for this. I do see quite a few comments that have, you know, customers asking for specific things, like bring back tube tops. I don't, I didn't know this viral tube top, but apparently we had a tube top and everyone's asking for it right now. Um, so being able to say, Hey, we had 50 people ask for this too.

listening to other engagements, are we able to pull that, you know, like by different categories? Like, they mentioned a product, even cut like feedback. I'm just thinking like, all right, this zero party data is so powerful. Like, how do we enrich the customer profile? themes in the conversations or like you know, analyzing that content, is there anything built in that helps synthesize those insights?

Need for paid social capabilities

I think what's interesting on your paid side is like how do you continue these journeys on social and tie? And can you connect that data to dynamic ads?

linking obviously straight from our Ecom website. we do a ton of paid marketing on social if the desire is to grow your social following on a given platform, you would sort of use this tool in conjunction with a highly engaged type of ad or content. And then you could go out and, you know, once they engage with the content, then you're able to sort of market to them directly about, you know, following us or whatever, you know, action you want them to take after the engagement.

(when asked about main goal for paid social) ...traffic to site because we really do look at conversions Just getting people to the site so we can retarget.

Using social data for retargeting

And can you connect that data to dynamic ads?

we can actually at some scale and at a lot of, you know, sophistication around cohort, you know, segmentations, be able to remarket to people on social, which we just don't do currently.

Need for omnichannel marketing

We're getting them in social or marketing to them, but how do we sort of. Get them on app, get them on SMS, keep them engaged through that channel and build that more one-to-one there.

linking obviously straight from our Ecom website. Email marketing retention. Trying to grow that holistic approach to, you know, reaching the consumer. Whether it comes from, you know, our customer service platform to responding to comments I'm thinking of enriching our email lists and you know, that 360 customer data, those are the parts that I think are super powerful. we can actually at some scale and at a lot of, you know, sophistication around cohort, you know, segmentations, be able to remarket to people on social, which we just don't do currently.

Just getting people to the site so we can retarget.

Need for user data collection capabilities

So we could feed the, the hand, their handles back to our CDP?

Email marketing retention. Trying to grow that holistic approach to, you know, reaching the consumer. Whether it comes from, you know, our customer service platform to responding to comments listening to other engagements, are we able to pull that, you know, like by different categories? Like, they mentioned a product, even cut like feedback. I'm just thinking like, all right, this zero party data is so powerful. Like, how do we enrich the customer profile? getting people connected with the brand and collecting zero party data, I mean the zero party data thing, especially now as things are keep changing is a huge unlock for me. I'm thinking of enriching our email lists and you know, that 360 customer data, those are the parts that I think are super powerful. we can connect the dots in our email database with our social follower. That's pretty easy to grasp, like how powerful that is. we can actually at some scale and at a lot of, you know, sophistication around cohort, you know, segmentations, be able to remarket to people on social, which we just don't do currently.

Just getting people to the site so we can retarget. Email marketing list building

Need for analytics

understanding how many people who were served the journey actually clicked out, like how do we do? Is that something we pull on our side?

There are no rows in this table

⁠

For sales deck

First two slides seem to be boring.

1

Social has two jobs:

Get seen: Engagement, reach, visibility, traction. Stay top of mind and stay in the conversation.

Convert that attention into results: Actual dollars, microconversions, or insights.

Sometimes, direct conversions aren’t the goal or aren’t possible for your type of business.

Data/insights: Maybe you want something much more valuable for your whole business ecosystem - data on your followers and insights from your community. Whether it’s first party data like emails, phone numbers, addresses, preferences that you can tie back to their user profile in your CDP and CRM OR community feedback and insights that help you understand which products to build, which products to prioritize, which clothes to make available to your merchants, which locations to prop up, what messaging to lead with, etc.

Microconversions: Or maybe you want people to take actions that move them closer to a conversion. Like DMing you for more information about your new product launch, sharing your content, creating UGC for you, joining your social fan club or loyalty program, checking out your newsletter from your bio.

2

But Why Is It So Hard to Do Both?

Social algorithms bury brand content, making reach unpredictable.

Everyone and their mom and pop shop are competing for attention - your audience is swamped with content 24/7.

Social platforms hoard user data, making it tough to connect the dots across channels.

Getting likes is easier, turning them into actionable insights or sales is the real challenge.

3

This is why we built Scrollmark

We help convert every interaction into a strategic asset - that can be a direct conversion, microconversion, or data and insight you can use to assist conversions tomorrow.

Engagement to insights: Automatically tags comments, DMs, and mentions to surface trends, product requests, and sentiment - insights you can feed back into product dev, merchandising, and messaging.

Engagement to data: Captures first-party data (emails, phone numbers, preferences) directly from social interactions, building richer customer profiles in your CRM and CDP.

Engagement to conversions: Automates DMs, comments, and UGC creation to move users down the funnel - from casual interactions to product quizzes, shoppable DMs, loyalty program sign-ups, and more.

Community management isn’t the goal. Building profitable communities is.

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