How to Get First-Party Data From Your Community With Their Permission

Winfluence - The Influence Marketing Podcast

If you don’t know the importance of acquiring and leveraging first party data in marketing yet, let me give you a quick recap. Consumers generally do not want companies like ours capturing and using their data without their explicit permission. Regulatory guidance like GDPR in Europe, and consumer-focused policy trends like not allowing 3rd party cookies to scrape data from website users are responding.

Soon, places like Google that not only allows the use of 3rd party data for targeting, but helps you capture it, too, will sunset that ability. Other browser makers like Apple with its Safari browser and seemingly ubiquitous iOS mobile devices, have long been anti-cookie … at least so far as to give consumers clear access to prevent the data from being captured.

What that means is within a year or two, the only data you’ll likely be able to use for audience targeting and data insights will be that you capture yourself … first party data.

Now, in general, this is a good thing. It respects consumer privacy. It allows them to control or choose what to give you and what to not. It holds us accountable and honest and prevents some marketers for spinning out of control and becoming creepy.

But that doesn’t change the fact that it makes it harder for companies to get first party information to better inform their marketing.

Well, I happened to use a clever little app recently to help run a ticket giveaway on Instagram. It allowed me to have my Instagram followers come to a landing page where they could give me their email address, birthdate and other pieces of information about them voluntarily. First party data.

The lightbulb went off. This is how we get to know our social followers and even customers better. We incentivize them to give us that information we need voluntarily. Excited at the prospects of making this happen more regularly, I thought I’d invite the people behind that app to come talk about it.

The app is called Stampede Social. Jeff Dwoskin is one of the founders and people behind it.

Jeff dropped in to talk about the tool, what it does and how it helps solve the third party data problem for brands. But he also has some big brand experience, heading up digital customer engagement for Little Caesars and such, so we had a good time talking about marketing in general.

You’ll hear more about how to solve for the big data issue, but also learn a few more things today as we chat with Jeff on Winfluence.

Winfluence is made possible by Cipio.ai – The Community Commerce Marketing platform. What does that mean? It’s an influencer marketing software solution, but it has additional apps that function to tap into your brand community to drive commerce. Community Commerce Marketing moves beyond influencers to fans and followers, customers, employees and more. Try its generative AI application, Vibe Check, with a two-week free trial at cipio.ai/vibecheck, and generate a library of social captions in minutes you can use right away.

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