Eloqua SnapApp PBS webinar 4 23-2013

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Learn how B2B marketers searching for new ways to engage customers add interactivity to their content marketing flow to make their content stand out. Examine the basics of interactive content, why it works, use cases, and metrics. See how interactive content, content marketing, and automation work together to drive leads. Observe real examples of how companies are using interactive content across their Web, social, mobile, and email channels to drive leads, collect data, and accelerate sales.

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  • A competitive marketing space has put increased emphasis on content marketing, and to cut through cluttered marketplaces and create a point of difference, businesses are calling on content marketing as a key means to capture audience engagement, establish brand authority, drive traffic and increase conversions.Bang for your Buck: Content Markting ROIWith engagement and search engine traffic the Holy Grail in the digital world, content marketing is key to securing competitive advantage. The explosive growth of social media has further exacerbated the crucial role content plays.valuable lead generation and marketing resources to educate, inform and inspire a target audience.
  • SnapApp enables B2B marketers to create, deploy and manage interactive content to generate leads, increase engagement and drive revenueacross their online presence. SnapApp enables B2B marketers to create, deploy and manage interactive content to generate leads, increase engagement and drive revenueacross their online presence.
  • Defining Content Marketing
  • Infographic of market overview The use of ALL tactics has risen across the board, with the exception of print.Official Definition: “Content Marketing is the art of understanding exactly what your prospects and customers need to know. Then delivering that content to them in a relevant and compelling way to grow your business”--The Content Marketing InstituteWhy does content matter?Content drives reach – builds awarenessConsumers seek itContent aids learning, decision making and purchaseContent fuels social media marketing: “social object”Content facilitates the “inbound” effectOnce, life was easyOne way communicationLimited communication channelsBroad reach per channelLower consumer expectation A linear engagement process
  • Defining interactive notionVerbs (active) vs Nouns (passive)Calls to action that are active vs passive drive the natural engagement content creates to a marketing outcomeCreating that natural “call and response” creates a dialogue that thereby creates much better overall results and more satisfied end usersBeyond simple Diagnostics, quizzes and surveysTailored to specific buyers & subjectsUseful and shareableencourages consumers to participate in the evolution of a brand[The thrust of this slide should be about how calls to action that are active vs passive drive the natural engagement content creates to a marketing outcome. Creating that natural “call and response” creates a dialogue that thereby creates much better overall results and more satisfied end users]moving from “how do I generate more leads” to “how do I engage qualified buyers.”Beyond simple Diagnostics, quizzes and surveysTailored to specific buyers & subjectsUseful and shareable
  • Defining interactive notionVerbs (active) vs Nouns (passive)Calls to action that are active vs passive drive the natural engagement content creates to a marketing outcomeCreating that natural “call and response” creates a dialogue that thereby creates much better overall results and more satisfied end usersBeyond simple Diagnostics, quizzes and surveysTailored to specific buyers & subjectsUseful and shareableencourages consumers to participate in the evolution of a brand[The thrust of this slide should be about how calls to action that are active vs passive drive the natural engagement content creates to a marketing outcome. Creating that natural “call and response” creates a dialogue that thereby creates much better overall results and more satisfied end users]moving from “how do I generate more leads” to “how do I engage qualified buyers.”Beyond simple Diagnostics, quizzes and surveysTailored to specific buyers & subjectsUseful and shareable
  • Data about interaction rates- mouseovers, clicks, lead conversions etc.Click-Through Rate (CTR)Marketing out-comings being driven- leads, downloads, etc.58% of users who see content click it91% of users complete the content engagement87% of users complete a lead gen form when shown11% Share Content
  • Machine, Vehicle, Cogs….Thinking about how to make it workApply interactive mechanics to static content to drive engagement,
  • Why Interactive Content WorksTo stand out, your content should be unique AND specific. But that doesn’t impact behavior or affect change. There is more to it than that. Interactive content works by satisfying fundamental human desires.Interactive Content IMPACTS BEHAVIOR by satisfying fundamental human desiresHuman DesiresRewardStatusAchievementSelf-ExpressionCompetitionAltuismCognizancePlayRecognitionLeaderboardsAppropriate challengesVariable rewarsCuriosityRepuation & IdentitySocial ProofStatusFeedback LoopsEtcTaking a page from B2C marketing….people are people and are fundamentally responsive and motivated by a few behaviors regardless of sectorsuse the same mechanics/dynamics in B2B with their own style, content and spin to generate resultsGame MechanicsEngagement is ubiquitus. Content Marketing is pervasive…
  • Real time results for users [lays out the basic framework of users interacting with content actively by answering questions and delivering to them a target and specific result in real time ~alahubspot grader kind of notion. The concept of people give you time and data and get something back of value in real time]
  • Deep data collection [all about the profile and lead data that gets collected, shortening of lead forms etc. this SHOULD be of clear and obvious benefit.]
  • On average, B2B content marketers are using five social distribution channels; the most popular of those channels is LinkedIn, whereas Twitter had been the most popular the previous two years. – marketingprofs, 2013
  • Producing content is addressed through ‘content creates content’This IS engagementThis IS varietyFaster time to ROI: Create in hours and minutes; not days and weeksMeasureable with BETTER, MORE ACTIONABLE INSIGHTSTie the channels together!Do the last two even exist?
  • We know it doesn’t mean we are winning the war.“How B2B Marketers Rate the effectiveness of their Organization's content marketing”Just 36% of B2B marketers believe they are effective at content marketing“How B2B Marketers Rate the effectiveness of their Organization's content marketing”
  • In-person events are #1, webinars are #3 because they are inherently ENGAGING#2, case studies, convey a story that the user can connect with, relate to; they are in a sense, simulating that engagement in their mind.Imagine if you could engage in a similar manner with ALL your content AND improve/enhance/extend what is already working Note that social media is NOT on this list. B2B marketers continue to rate in-person events as the most effective tactic (rated very effective or effective), followed by case studies in the No. 2 spot, this year surpassing webinars/webcasts, just as blogs edged out video for the No. 4 spot.Social media, just missed the list of the most effective tactics, with 49% rating it effective or very effective.
  • Integration with Marketing Automation [short overview about how to leverage your existing email and marketing automation expenditures and extend them. Goal here is to show how content seamlessly feeds your existing campaigns and programs, creates great new data.]
  • PBS (Public Broadcasting System) was looking for new ways to generate leads to build their email and donor lists and to expand and improve the effectiveness of their existing marketing efforts. To achieve these goals, PBS wanted to take advantage of the power of interactive content, specifically it’s ability to i improve conversion rates and increase reach by fostering online engagement and social sharing.
  • An extensible solution: PBS was not looking to execute against a single campaign, but rather was in search of an underlying platform that would enable it to run multiple lead generation, nurturing and customer retention programs in the present and future.An integrated approach: it was important that any solution integrate with existing systems and infrastructure including the Eloqua marketing automation platform, so that leads could be easily captured and nurtured. It was also important to find a solution that would cross channels including website, email, mobile and social media.Measurability: PBS wanted the ability to test, measure, analyze and optimize campaigns to improve performance.Limited IT involvement: To maximize effectiveness and streamline time to market, it was important that marketers in the PBS organization could create and execute campaigns without relying on IT for content creation, distribution or system integration.
  • SnapApp allows PBS to easily create interactive content and align it to popular shows and major events including Downton Abbey and “Julia Child’s 100th Birthday Special.” Using surveys, polls and quizzes on web pages and in email outreach, PBS has boosted audience interaction and engagement and captured additional names for marketing lists. PBS has also improved the performance of its nurture programs by embedding quizzes and polls directly into emails.
  • Lead Acquisition and Cultivation: In X MONTHS PBS generated nearly 34,000 leads from its SnapApp content. The four (4) pieces of interactive content created for the “Julia Child 100th Birthday Special” campaign generated 11,350 leads. The click rates on all content created with SnapApp averages XXXX and the actual lead collection/ submission rate exceeds 50%. More than 132,000 SnapApp quizzes, polls and surveys were completed in a x month time period. Email open and click rate performance also improved significantly after PBS embedded polls and quizzes. .. DATA Finally, PBS updated more than 5000 profiles with additional information and matched more than 11,000 individuals with their local PBS station.Engagement: PBS found personality tests (assessments/ diagnostic quizzes) generated the highest completion, lead form submission, and share rates, making them PBS’ most engaging type of interactive content. (what is the dATA ON THIS- what are the completion , submission and share rates (mean, median for personality test for pbs) Personality tests were especially effective when (embedded in emails or when embedded in content on the PBS website.)Real-time lead data is used to create short, geo-targeted content andlists for prospects to identify their local PBS stations or affiliates which allows local stations to target prospects with relevant communications. Social Sharing: In addition to improved email click performance, PBS discovered interactive content embedded in emails generated a favorable and consistently higher share rate verses content on other channels. Stat? . PBS also found that SnapApps tied to specific content, such as Downton Abbey, generated the most online buzz on social media channels, driving more traffic, interactions and lead form completions.
  • Lead Acquisition and Cultivation: In X MONTHS PBS generated nearly 34,000 leads from its SnapApp content. The four (4) pieces of interactive content created for the “Julia Child 100th Birthday Special” campaign generated 11,350 leads. The click rates on all content created with SnapApp averages XXXX and the actual lead collection/ submission rate exceeds 50%. More than 132,000 SnapApp quizzes, polls and surveys were completed in a x month time period. Email open and click rate performance also improved significantly after PBS embedded polls and quizzes. .. DATA Finally, PBS updated more than 5000 profiles with additional information and matched more than 11,000 individuals with their local PBS station.Engagement: PBS found personality tests (assessments/ diagnostic quizzes) generated the highest completion, lead form submission, and share rates, making them PBS’ most engaging type of interactive content. (what is the dATA ON THIS- what are the completion , submission and share rates (mean, median for personality test for pbs) Personality tests were especially effective when (embedded in emails or when embedded in content on the PBS website.)Real-time lead data is used to create short, geo-targeted content andlists for prospects to identify their local PBS stations or affiliates which allows local stations to target prospects with relevant communications. Social Sharing: In addition to improved email click performance, PBS discovered interactive content embedded in emails generated a favorable and consistently higher share rate verses content on other channels. Stat? . PBS also found that SnapApps tied to specific content, such as Downton Abbey, generated the most online buzz on social media channels, driving more traffic, interactions and lead form completions.
  • In summary, in conclusion…
  • Eloqua SnapApp PBS webinar 4 23-2013

    1. 1. © 2013 SnapApp. 1© 2013 SnapAppHow to Increase Engagement and DriveConversions with Interactive ContentPresented by:Seth Lieberman, CEOMichelle Chaplin, Senior Manager of Online FundraisingApril 23rd, 2013#HASHTAG-HERE
    2. 2. © 2013 SnapApp. 2Presenters 15+ years of experience in the onlineadvertising space Repeat Entrepreneur | Leadgeneration, affiliate marketing andcorporate branding Father | Runner | Diver | General LifeEnthusiast Currently managing and growing list of~800,000 leads & ~2,000 customers(donors) Nine years of experience withmarketing/ business development fornon-profit and for-profit organizations MBA from NYU Stern School ofBusinessSeth LiebermanFounder & CEOMichelle ChaplinSenior Manager ofOnline Fundraising
    3. 3. © 2013 SnapApp. 3About One platform for all channels; web, social,mobile and email Deep engagement analytics that driveactionable insights Marketing Automation integration & datacapture with no IT requiredContent Creation PlatformCreate, deploy and manage interactive content to generate leads, increaseengagement and drive revenue across your online presence
    4. 4. © 2013 SnapApp. 4About Public Broadcasting Service (PBS) is a non-profit publicbroadcasting television network PBS and our member stations are America’s largestclassroom, the nation’s largest stage for the arts and atrusted window to the world Educational media helps prepare children for success inschool and opens up the world to them in an age-appropriate way.
    5. 5. © 2013 SnapApp. 5Agenda Changing the Game with Interactive Content Under the Hood: The Mechanics of Interactive Content What’s the Hold Up? False Starts in Content Marketing Interactive in Action: PBS Sets a New Pace Supercharge Your Content Marketing: Getting Startedwith Interactive Final Thoughts Q&A6342175
    6. 6. © 2013 SnapApp. 6POLL- How much is interactivity is part of your contentmarketing strategy? (Select one) We are interactive rockstars! We regularly deploy multipletypes of engagements across our entire web presence We are ahead of the curve with useful tools, polls and surveyson a few different channels. We dip our toes in interactive, and occasionally deploy asurvey or poll. What’s interactive content again?
    7. 7. © 2013 SnapApp. 7Changing the Gamewith Interactive Content
    8. 8. © 2013 SnapApp. 8B2B Content Marketing Usage By Tactic*2013 B2B Content Marketing Benchmarks – North America: CMI/MarketingProfs
    9. 9. © 2013 SnapApp. 9What it means to be Interactive?“Interactive content creates a natural call & response dialogue thatinherently drives better results & more satisfied users”• Interactive is Way to think about calls-to-action• Engages users in two-way, cooperative interactionServicesVerbs (Active) Nouns (Passive)AssessTestLearnEnterVoteBenchmarkReadWatchDownloadListen
    10. 10. © 2013 SnapApp. 10Interactive Calls to Action• Tailored to specific buyers & subjects for engagement withonline content• Creates a better, more valuable user experience AND drivesmarketing outcomesContests& CompetitionsSpecialOffersDiagnosticsPollsPromotions& GiveawaysAssessmentsKnowledgeTestsSurveys
    11. 11. © 2013 SnapApp. 11Results AcheivedClick-ThroughRate (CTR)58%Share/ ViralityRate20%ContentCompletion Rate85% 81%Conversion/ GoalCompletion RateMouse-OverRate67%AwarenessCustomerAcquisitionTime On SiteLeads Generated Web Traffic
    12. 12. © 2013 SnapApp. 12Interactive Content Shifts Your Marketing CurveInternal TechnologiesWeb Analytics, BI, Digital Asset Management, CRM, SEO, Marketing Dashboards,Campaign Management, Competitive Intelligence, ContentExternal TechnologiesContent Creation, Marketing Automation, EmailMarketing, Landing Pages, Ads, Data, Media Spend,Mobile Marketing, Behavioral Targeting, Web site, SocialMonitoring, CommunityProduct TechnologyLocation, RFID, UGC, UsageMetrics, Community, BI MetricsResources UsedTotalMarketingOutputBase on Scott Brinker’s marketing technology stackInteractive shifts thewhole marketingtechnology stack up.
    13. 13. © 2013 SnapApp. 13Under the Hood:The Mechanics of Interactive Content
    14. 14. © 2013 SnapApp. 14Key Considerations1. Calls-to-Action• What are they now?• What are your goals?2. Actions• How to make them truly‘actionable’Hold These in Your Head
    15. 15. © 2013 SnapApp. 15Why Interactive Content WorksIt provides some sort of value Education Entertainment Utility It impacts behavior Creates a collaborative dialogue Satisfies fundamental human desires Competition, achievement, cognizance, etc.Content works because…
    16. 16. © 2013 SnapApp. 16Value is a Two-Part Equation:Users give youYou give usersTime + DataReal-Time Value
    17. 17. © 2013 SnapApp. 17Real-Time Results for UsersValue comes in many forms:“By actively answering questions/participating usersreceive specific result in real time”Users inputtime & data,and receivereal-time results.Users inputtime & data,and receivereal-time results.SpecialOffersExperienceInformationStatusRewards Entertainment
    18. 18. © 2013 SnapApp. 18Deeper, More Actionable Data & Intelligencefor Marketers Gentler, progressive approach tocollecting profile and lead data Richer, More Valuable UserExperiences Deeper, more actionable insights Shape engagements to learn whatyou need to know
    19. 19. © 2013 SnapApp. 19Deliver Experiences Where Users AreFacebook800 Millions accountsand growing—you needto be there and be active TwitterGo viral! Tap into yournetwork’s networkMobileReach the smart phoneaudience— that’s 50% ofthe mobile marketWebsite / BlogBring people to your siteand keep them thereGoogle PlusBump up your SEOresults with +1sEmailIs not dead—but you needto keep it interesting! Ad UnitMove beyond the staticbanner ad to somethingthat really worksLinkedInFast growing, relevantand targetedEngage with users where they already are
    20. 20. © 2013 SnapApp. 20Interactive Drives Deeper insights and Better ExperiencesChannelsInteractiveContentOutcomesDrive SalesSpark Conversation& Build AwarenessAmplify &Extend ReachCaptureActionableDataIncreaseEngagementBoostConversionsDisplaySocial adsMobileadsBlog &MobileWebsite/MicrositesEmailPollsContests &CompetitionsSpecialOffersDiagnosticsPromotions& GiveawaysAssessmentsKnowledgeTestsSurveys
    21. 21. © 2013 SnapApp. 21What’s the holdup?False Starts in Content Marketing
    22. 22. © 2013 SnapApp. 22If we know it works, why don’t people do it?Challenges that B2BContent Marketers FacePerceptionVsRealityPerceptionISRealityor,
    23. 23. © 2013 SnapApp. 23Even if you win the battle… Even when you canovercome the challenges,you arent convinced youare doing a great job Just 36% of B2B marketersbelieve they are effective atcontent marketingNobody is that humble
    24. 24. © 2013 SnapApp. 24We all agree there is room for improvementConfidence Gap Effectiveness Ratings ofTactics Among B2B Users
    25. 25. © 2013 SnapApp. 25The Hurdles Don’t Stop There…IT/ TechnologyBudgetPeople & Skills
    26. 26. © 2013 SnapApp. 26Extend & Expand Efforts & Investments Leverage existing investments CMS/WCM CRM Marketing Automation Extend capabilities Content seamlessly feeds your existing campaigns andprograms Creates additional, more actionable data
    27. 27. © 2013 SnapApp. 27Snapshots ofSuccess
    28. 28. © 2013 SnapApp. 28Create Brand Engagement | Rockwell AutomationCross-channel distributionto engage customers anddrive leads• Global campaign designed todrive engagement aroundmajor company event• Simultaneous deployment ofsame content across multipleplatforms• Lead data flows seamlesslyinto their marketingautomation platform
    29. 29. © 2013 SnapApp. 29Drive Software Downloads & Trials | WebrootCross-channel engagements todrive website traffic andsignups for free downloads• Multiple engagement typesdeployed initially on Facebook• Linkouts drive users to website –direct to more information or freetrial download• Leads captured on website beforedownloading free trial• All data integrated seamlessly intoEloqua
    30. 30. © 2013 SnapApp. 30Self-assessments to Drive Targeted Offers | DDIAssessments profile prospects anddrive targeted product suggestions• Unique DDI resourcerecommendations servedbased on assessment Q&A• Eloqua integration triggerstailored follow-up email• In-app links drive traffic tocontent on DDI website
    31. 31. © 2013 SnapApp. 31• Assessment test designed toqualify prospects• iPad giveaway used as draw andpromoted across site• Q&A information used in real-time to qualify prospect anddirect user to targetedwhitepaper download• All data flows seamlessly intomarketing databasePre-sales Qualification | ForescoutDrive Engagements forSpecific Shows & Newsletter Signup
    32. 32. © 2013 SnapApp. 32• QR code generated survey deployed atannual channel partner event• Q&A information used in real-time todefine respondent as particular funpersona• Personas promoted as fun aspect ofevent and tied to giveaways• Leadgen form gates result providingdetailed information on respondentCreate Buzz at Event | RSA
    33. 33. © 2013 SnapApp. 33Interactive in Action:PBS Sets a New Pace
    34. 34. © 2013 SnapApp. 34PBS Fundraising | Goals Generate leads to build their email and donor lists Create more holistic view of the user and gather morein-depth lead data Expand and improve the effectiveness of theirexisting marketing efforts Deepen relationships by matching subscribers to theirlocal PBS station Drive engagements for specific shows Drive 3,000 leads for each piece of content created
    35. 35. © 2013 SnapApp. 35PBS Fundraising | The Requirements Extensibility & flexibility Support immediate and future needs Multiple lead generation, nurturing and retention programs Leverage existing infrastructure Integrate with Eloqua marketing automation Cross-channel distribution Measurability & in-depth analytics Ability to test, measure, analyze and optimize campaigns Limited IT involvement
    36. 36. © 2013 SnapApp. 36PBS Fundraising | The SolutionCreate interactive content alignedto popular shows and major eventsCreate interactive content alignedto popular shows and major eventsDiagnostics Polls SurveysEmail Website
    37. 37. © 2013 SnapApp. 37
    38. 38. © 2013 SnapApp. 38PBS Fundraising | The Results Lead Acquisition & Cultivation 34k+ new leads Updated profiles of 5k existing contacts Matched 11k+ to local member stationsMore than132,000completions
    39. 39. © 2013 SnapApp. 39PBS Fundraising | The Results Engagement Personality tests (assessments/ diagnosticquizzes) generated the highest completion, leadform submission, and share rates PBS most engaging type of interactive content Improved email performance - quizzes amonghighest CTR Social Sharing Interactive content embedded inemails generated consistentlyhigher share rate Most social buzz, trafficgenerations and lead formcompletions when tied to specificcontent
    40. 40. © 2013 SnapApp. 40User FlowTakes QuizInputs InformationGets Quiz ResultsReceives Welcome EmailNewsletter/Cultivation
    41. 41. © 2013 SnapApp. 41Back-end FlowQuiz/App PromotionQuiz/App PromotionLead CollectionLead CollectionSnap App FeederSnap App FeederEloquaEloqua
    42. 42. © 2013 SnapApp. 42Quiz Promotion
    43. 43. © 2013 SnapApp. 43Lead CollectionTest Skip Option• Decreases leadgeneration• Increases goodwill
    44. 44. © 2013 SnapApp. 44SnapApp Feeder
    45. 45. © 2013 SnapApp. 45Eloqua
    46. 46. © 2013 SnapApp. 46Final Thoughts
    47. 47. © 2013 SnapApp. 47Key Takeaways & Success Factors In a new era of empowered customers, it is critical tocreate quality content that is relevant & provides value Interactive content is a tool not a project Identify existing marketing priorities/projects/events Map engagement types to each project/event based upon goal, channel, etc. View as part of the marketing mix for every promotion/event/program you arerunning You already have content – use it Identify personas and qualification questions Inventory existing assets - whitepapers, data-sheets, etc. Secure existing campaign graphics and artwork Define promotion plan Interactive content works, but it needs traffic Promote/deploy across paid, owned and earned channels
    48. 48. © 2013 SnapApp. 48Thank You!
    49. 49. © 2013 SnapApp. 49Questions?Seth Liebermanslieberman@snapapp.comblog.snapapp.com@Snap_Appwww.facebook/SnapAppMichelle Chaplinmlchaplin@pbs.org@michellecruns
    50. 50. © 2013 SnapApp. 50SnapApp Is Industrial Strength Marketing Create & Promote Choose from the broadest selection of content and app types. Complete customization of every aspect: look, feel & function. Promote content seamlessly & simultaneously across the web, mobile, social & email. Drive Results Convert: Collect leads, opt-ins, subscriptions, Likes, +1’s, Follows, Pins, etc. Increase: Time on site, unique traffic, page views and advertising revenues Drive: Conversation, buzz and referral traffic. Optimize & Learn Out-of-the box analytics show how your different content performs & converts bytype, by channel and in real time. Collect deep click stream and response data tied to each lead record for morequalified and complete profiles. Integrate with other your existing business tools & services to compliment yourexisting ecosystem.50

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