integrated lifecycle marketing workshop: putting the marketing democracy to work for you!
TRANSCRIPT
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Putting the Marketing Democracy to Work for You!
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Say Hello to the New Marketing Democracy
Power to the peopleEveryone can contribute; Everyone has influence;Everyone has a voice.
Empowered by digital channels, people now “vote” for the
winners & losers in the battle for their hearts, minds & wallets
— & THEY decide when & where these “elections” are
held
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In the New Marketing Democracy
• Consumers trust each other more than they trust you
• Online conversations…– Persist…forever– Are immediately global &
potentially hyper-local
• People don’t share email… they read & share things that interest them…
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How To Put It To Work
• Embrace a “Permanent Campaign” Mindset
• Enlist the Support of Your Biggest Fans
• Practice the “Groundhog Day Theory of Marketing”
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The Permanent Campaign
ContentExtensive product selection- Sorting tools (low to high,
bestselling)
ContextInformation to assist shoppers
- Product Selectors- Unique needs
- Unexpected uses for same product
ConversationsForums for customers to connect with
the brand and with each other- Reviews, blogs, user videos, social
(SWYN)
• Savvy marketers will engage customers between purchases• Hammering with “buy now” messaging quickly turns to noise, especially in today’s economic climate
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The Permanent Campaign
• Successful marketing goes beyond selling products at a great price – Winners create the content that gives context for their products (how-
to’s, case studies)– Don’t be tone deaf; look for signals that say “I’m ready to buy”
• Pioneers create entire conversations surrounding their content– Reviews, blogs, videos to watch and share, forums to connect with
other customers, social components (FB) and microblogging (Twitter)– PS this is social CRM
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The Permanent CampaignGoal• To increase engagement, sales and satisfaction by
being where customers are (turning interest into conversions)
Solution• Tap into passion for auto racing with integrated email
and social media marketing campaign• Leverage customer data from campaigns and social
engagement to build Social CRM profiles for significantly more effective targeting across all channels
Results• Emails with exclusive content, updates and offers
drove engagement• Real-time Twitter, Facebook, YouTube and Flickr
programs fostered community• Significantly increased revenue, customer
engagement and lifetime value
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Motivate Key Influencers to extend your brand via social channels, multiplying program reach and increasing overall program performance
Identify whichcustomersare active on the Social Web
Target the mostvaluable potentialInfluencers
Enlist the Support of Your Biggest Fans
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Enlist The Support of Your Biggest Fans
Discover targeted card members in good-standing
• Advertised in Discover Account Center
• Offered cash back incentive to the card member and the referred customer
• Implemented StrongMail Influencer to refer friends through a range of channels, including Facebook, Twitter and Email
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Enlist The Support of Your Biggest Fans
Results
• 37% of conversions via social channel invitations
• Army of social influencers identified
• Email programs in development to target additional influencers
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Enlist the Support of Your Biggest Fans
Online and offline components drive multi-channel engagement.
The compelling offer encourages the recipient to take action and
share the experience with friends.
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Enlist the Support of Your Biggest Fans
Landing Page offers socialand email options to sharethe discount with your friends
And gives you a good reasonto share
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Enlist the Support of Your Biggest Fans
• Houlihan's decided to first establish a private social network, instead of an open one
• Offers exclusive invitations to tasting events and other member-only opportunities
• Rewards loyal customers and confers them with insider status
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"We want to make our best customers feel special - so they feel empowered, so they hear about things first, tasting menu items or drinks before they go onto our menu."
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The “Groundhog Day” Theory of Marketing
• Remember every interaction (and learn!)– Remember what I’ve already told you– Use all available data from other
channels to drive the conversation– Whenever and wherever I see you,
recognize me and treat me like an old friend
• Seek to understand and predict– Build strategies around me– Know what I might – and might not – be
interested in at that moment
http://www.youtube.com/watch?v=9hq5jZrFTbE
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Social• Social sites
• Brand affinities
• Friends, reach
• Influence
• Sentiment
• Interests
• Occupation
• Education
• Location
• etc.
Customer• Product history
• Segment
• Demographics
• Loyalty points
• Propensity to trade up
• Lifecycle stage
• Abandonment
• etc.
Offline• Income
• Children
• Home ownership
• Purchase behavior
• Lifestyles
• Occupation
• Education
• etc.
• Establish highly targeted lists for email programs
• Use customer insight to tailor messaging and media plan
• Reach key influencers and spread brand awareness through incentivized offers
• Serve display media to only people you want
Combining social, email, customer and offline insight is key to practicing the Groundhog Day Theory of Marketing
Email• Subscriptions
• Category clicks
• Product clicks
• Recent activity
• Dormant activity
• Open/click rates
• etc.
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You Don’t Have to Boil the Ocean
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Fusing Insight Into Communications
Responding to “I’m Ready to Buy!” signals• Automated email
in response to web browsing behavior
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Meet SusanPCR Member since 2002
44 years oldMarried, with kids
Business TravelerStays 29 Nights/Year
Active Platinum MemberNO = Ambassador Program
Active Email Subscriber
Yahoo Subscriber
Loyalty Program Status
Converts frequently against Partner email messages
Multi-brand Program Active
Intercontinental Hotel Brand Affinity
Fusing Insight Into Communications
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Meet SusanPCR Member since 2002
44 years oldMarried, with kids
Business TravelerStays 29 Nights/Year
Active Platinum MemberNO = Ambassador Program
Active Email Subscriber
Yahoo Subscriber
Loyalty Program Status
Converts frequently against Partner email messages
Multi-brand Program Active
Intercontinental Hotel Brand Affinity
Fusing Insight Into Communications
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Fusing Insight Into Communications• Clicked on previous email
but did not convert• Needs 1,000 points to obtain
next level of status• Is not a partner credit card
holder
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Fusing Insight Into Communications: Fail!
Ordered wife flowers 3 days ago on site
Already have GoldMembership
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Remember Why She Became a Fan
• Give her what she wants• 3 steps to giving something
away1. Say what/when you are giving
and to who2. Give it away easily and without
strings attached3. Tell the receiver, and everyone
else, what you just gave
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Is Facebook the Answer?
• 24% of marketers said they measure the ROI of social media by looking at increases in revenue
– Additionally, 38% said they count increased “likes,” comments and interactions on Facebook.
• Marketers think they know how social media can influence and add value to a company, but by linking these soft benefits to results, they will be better able to prove the importance of this channel going forward
Source: Wildfire Interactive Inc.
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• Another recent study suggests slightly more than 1% of fans of the biggest brands on Facebook are actually engaging with the brands
• There tends to be a much greater occurrence of heavy buyers in the Facebook population than in a more general population of customers
• But, purchase frequency didn't increase after someone becomes a fan
Source: Ehrenberg-Bass Institute
It Depends…
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“Facebook doesn't really differ from mass media. It's great to get decent reach, but to change the way people interact with a brand overnight is just unrealistic."
Karen Nelson-Field Senior Research AssociateEhrenberg-Bass Institute
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Questions?
• Go to www.strongmail.com• Whitepapers• Research• Case Studies• Webinars• Expert Advice & Blogs• Twitter: @strongmail• Facebook.com/strongmail
Chris MarriottVP of Agency [email protected] 650-421-7115