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Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
Personalized multichannel in digital world_B
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Personalized multichannel in digital world_B

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  • 1. Personalized Multichannel Marketing in a Digital World Fuji Xerox Singapore September 23, 2010fanatic@f5dc.com +65 9111 6849 WWW.F5DC.COM
  • 2. Agenda Session Title Duration A Multichannel Marketing 60 minutes Break 10 minutes B 1:1 Experience 60 minutes Break 10 minutes C Measurement 60 minutes Break 10 minutes D Hands-on exercise 30 minutes E Workshop Summary 10 minutes© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 3. 1:1 Experience   How do you approach them as a whole package to leverage on the combined benefits?   How to properly prepare and plan roadmap, product introduction, competition landscapes etc.    What is Transpromo   The approach of XMPIE and Ignite Agency     Sample campaigns to illustrate the capability and potentials of personalized multi-channel campaigns.© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 4. "If you always do what you always did, you always get what you always got.” - Anonymous© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 5. Personalize ?Multichannel ?© F5DC 2010 all rights limited, reproduction forbidden without approval
  • 6. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 7. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 8. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 9. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 10. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 11. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 12. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 13. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 14. To do some proper campaign Need Each with Learn multiple specific how to use media purpose them© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 15. 2010 engagement paradigm Always start from the consumer needs consumer is the center of strategy consumer strategy is the center of the tactics strategy tactics innovation tactics is the center of the innovation© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 16. From Consumer, Engage and Talk ! Activation Engagement Conversion Website Up sales Social Media X sales Offline Database Discussions Social Media Forums Blogs© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 17. Engage Consumer into a personalize journey through multiple touch points Using the new media and traditional media to support the engagement© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 18. Example of a potential integration Corporate site Roadshow   Product information   New product presentation   Assets   Capture information and recruit prospects Campaign site   Link with the roadshow and product information   First engagement, try to convince me Facebook Google Search Twitter Radio   Emotional link   Generate traffic   Instant promotion   Contest   Discussion   Engage to roadshow   Latest offer   Push to roadshow   Quick Fix PR Print Campaign Apps   Result of contest   Main product push   Mobile connection (if needed)   Press relay   Link to website   Side angle for attraction© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 19. How to link the offline roadshow to online? Corporate Site Online Road Show Offline   Good as Main access point   Good for official information   Need to reflect campaign Consumer Campaign Site Online Social Media Online   Main information on campaign   Engagement platform   Main HUB to link to all   Recruitment platform   Interactive and dynamic   BUT indirect© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 20. Strategy Phase 1 Phase 2 Phase 3 Engagement Retention Conversion Music engagement Philips.com campaign site Offline Philips catalog product Online Communities Personal account© F5DC 2010 all rights limited, reproduction forbidden without approval
  • 21. Push through Main Home Page© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 22. Accessible from Consumer tab© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 23. Element   Product information   Interactive catalog Objectives   Information CTA (call to action)   Link to the campaign site© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 24. Element   edM   Sent to members / DB Objectives   Concept information   Product information   Contest CTA (call to action)   Share your point of view (Facebook)   Learn more (website)© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 25. Product catalogLink toRoadshowinformation Video TeaserDirect accessto main info Facebook link © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 26. Element   Roadshow tab of the campaign site Objectives   Information on your closest roadshow   Information on past roadshow CTA (call to action)   Visit the roadshow   Share your opinion© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 27. Element   Comments, word of mouth   Professional reviews Objectives   Collect in one location all comments   One central position for information CTA (call to action)   Link to Facebook   Link to your blog   Link to comments© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 28. Now is the time for engagement Road Show Social networking Campaign Site "  Product "  Sales "  Push "  Buy people "  Lie page owner Corporate Site "  One time effort "  Complex© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 29. Understand your target audience If you love music, good sound quality, this is for you  Clear objective  Link to same Creative Direction  Clear information on Page / Group owner  Talk about what they want  Listen to their comments and reacts  Engage on relevant topics© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 30. Intensive tracking and measurement   Traffic percentage   Number of active members   Number of silent fans   Conversion rates   NPS improvement© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 31. Step by step engagement Recruitment Engagement Convert   Objective : Get members   Objective : Engage members to   Objective : Increase Philips presence   Initiate the ramp up Cause tactic connect   Stimulate audience by asking feedback   Regular engagement   Give extra   Generate discussions5000   Music discussion reason for   Post more updates   No product push people to join4000300020001000 0 May Jun Jul Aug Sep Oct Nov© F5DC 2010 all rights limited, reproduction forbidden without approval
  • 32. Over 5k in first 6 months : 10k now Main recruitment phase   First contacts   Recruitments   Discussions   $0 media spent© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 33. Active discussions with fans Desired state   Interactions   Discussions   Engagement© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 34. We need to get our basics right© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 35. Personalization Name on eDM/DM ?! Yes but… "   Profile "   Style "   Communication "   Offer© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM "   Message
  • 36. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 37. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 38. Dear valued golfer Not yet the opportunity Friendly reminder 6 steps© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 39. Sweet words………..© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 40. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 41. 3 Main Themes 24 modules 1200 combinations© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM 6000 edM
  • 42. Main offer •  Test Drive LCD LED •  Test Drive Garment Steamer •  Birthday offer Product Key action •  Register your products •  Redeem now Points status – Personal Cash Points and Family Cash Points Products – 3 products Member status •  Baby Care •  Complete your •  Culinary Registration •  Grooming •  Refer to a friend •  Lifestyle •  Update your profile •  Sound And Vision •  Home and living •  Healthy Living News •  Baby Care •  Culinary •  Grooming •  Lifestyle •  Sound And Vision •  Home and living •  Healthy Living •  Generic 42 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly© F5DC 2010 all rights limited, reproduction forbidden without approval forbidden
  • 43. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 44. So why are we doing it ?© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 45. Assumptions   We have data, lets use them…   Sent by IT departments   No measurement of efficiency   Easier   Faster   Unfortunately, not anymore the right way© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 46. Corporations have tough time to follow Organization Marketers Continuous new media overloaded spinning© F5DC 2010 all rights limited, reproduction forbidden without approval
  • 47. Social media brings extra issues Give control Multiple phases Silos teams© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 48. We do not have control anymore   Power is not control   Consumer decides   Don’t’ try to stop   Embrace it   Scary© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 49. Not a one off activity   Recruitment   Maintenance   Follow up   Selection of tool   Which sales funnel phase ?© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 50. Multiple departments / agencies   Marketing   PR   IT   Agency   Legal   Customer Satisfaction© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 51. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 52. Add here the scan of panasonic, but hide the logo Why would I want to join or tweet ? YES ! Join us finding energy solutions, long lasting solutions Focus all here© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 53. Introducing the 3x3 cell matrix Activation Engagement Conversion Objectives Objectives Objectives Strategy Strategy Strategy Measurement Measurement Measurement© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 54. Where to start ?© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 55. Define your objectives and your channels STRATEGY How do we apply it by channel ? Who do we want to target ? (relevant, context, time, efficient) What do I Which one is relevant ? want to achieve ? What expectations from each What expectations from target ? channel ? How does it contribute to target ?© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 56. Have a look at your consumer data Consumer profile Demographics Pattern Transactions Contextual Based on Identify emotional trigger my strategy Have a clear call to action Follow up© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 57. Process mapping Visualization of your consumer path between your starting point and the end action Steps to reach you Think Consumer  What are they ?  Based on consumer feeling and reaction  What tactics ?  What does he need to know ?  At which stage ?  How will he feel ?  What is coming after ?  How to move him to next steps ?  What can I capture ?  Visualize a sort of dialog between you and him© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 58. Example of simple mapping eDM – Follow- Promotion Registration Search up Banner Website Experience DB eDM – Up-Sell eDM Product Purchase Social Media eDM – Online Store Cross Sell Unidentified Traffic WWW.F5DC.CO© F5DC 2010 all rights limited, reproduction forbidden without approval M
  • 59. A more complicated one Membership Phase Week 1 Ongoing 1st Month Each Months Contents Targeting High Traffic Sites Member Status Online Banners on high Traffic Contents Targeting sites Interests Member Status Purchase Probability Search Interests Personal Events Key Word Search Purchase Probability Customer Value Personal Events Point Status Customer Value Philips Website Point Status Multiple banner placement across the Website Customize and Assemble Contents Transactional E-Mail Corporate Program Customize and Assemble Program News Follow-up of member online Access of larger Consumer Contents activities and/or update Sales Offers Pools members about new points Program News Point Status being generated. Sales Offers Brand and Products Retail Mail leads instantly to website New Member Confirmation eDM Point Status Personal Events Information and Reminder of Customer DB visit. Family Rewards Confirmation and Welcome Brand and Products etc. contact that leads to the Personal Events Program Site. Philips Databases etc. Use of the full potential within Philips Monthly eDM Customer Care Center Monthly eDM that builds a Personal Engagement and strong relationship with the Monthly eDM Acquisition Program brand and drives program Website Monthly eDM that builds a engagement. strong relationship with the Experience Showroom brand and drives program Information and Reminder of engagement. Family Rewards Multiple Touch Immediate Tangible and Diverse Ongoing Points Engagement instant Value Contents about Relationship Delivery Brand, Building Products and59© F5DC 2010 all rights limited, reproduction forbidden without approval Program
  • 60. An even more complicatedPre-Campaign During Campaign Post-Campaign Campaign Database (one per country) Reporting Create Voucher PDFs Promo Codes Registration Step 1 Metrics on number of Reminder Emails F5: Generate one promo code for registrations over time, each roadshow location in each Consumer enters: Name, IC no., Email, Send emails to consumers who demographics analysis, etc. country Presurvey Answers, Promo Code have registered but not redeemed their trial bulb Yes Print Vouchers Philips CN/KR: Print vouchers and promo code stickers Yes Does consumer Is consumer eligible have a voucher with for free trial? a promo code? Monthly Newsletter Distribute Vouchers Campaign No No Program updates in order to Landing Philips CN/KR: Distribute vouchers to trigger re-visitations of the roadshow locations (all vouchers at Page campaign site one location will have the same promo code) Product Information about LED Sorry Email bulbs and various innovations by Consumer receives email: Sorry, there Philips Consumer Gets Voucher Roadshow Info Page are no more trial bulbs, but you can pre-order to buy bulbs at a discount. Product promotions, etc. Consumer gets a voucher from Consumer is asked to go down to a roadshow with promo code roadshow and pick up a voucher Congratulations Email Pre-Order Bulbs Stock Availability Email Consumer With Voucher Consumer receives email: Consumer is brought to pre-order F5: Send email to all consumers who Congratulations! Click here to enter page on website and enters the pre-ordered with printable voucher, Consumer receives voucher from your delivery address. You can also number of bulbs to pre-order no. of bulbs pre-ordered, and details of roadshow and visits campaign site Philips.com print this email to buy bulbs at a retail locations discount. Consumer visits Philips.com and clicks on a campaign banner there Consumer Without Voucher Consumer visits campaign site directly or via a link, without a voucher Registration Step 3 Mail Bulb to Winners Other Online Promotions Consumer clicks on link to website; Philips CN/KR: Send trial bulbs to E.g. Online banners, emails, search consumer enters: Address, Contact winners via registered mail or hand engines, friend referral, etc. Number delivery 60 2/7/11 © F5DC 2010 all rights limited, reproduction forbidden without approval @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 61. Each client is uniqueEach company is uniqueEach solution is unique © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 62. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 63. So what is the magic ?© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 64. STRATEGY CONCEPT IMPLEMENTATION  Contact Strategy  Channels  Message  Offer  Measurement  Target   Automatic update based on database  Tactics   Conditional rules   Adapted by channel   Test / pictures  Creative© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM   Social Media, offline, online
  • 65. Be careful of GiGo© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 66. Controlled process in place Strategy Conceptualization Creation Campaign exec Insights  Assessment   Triggers   Business rules   Follow planning   Learning  Data gathering   Contact strategy   Direct Mailer   Account service   ROI, ROMI  Segmentation   Visual Concept   eDM   Execute elements   Target achievement  Brainstorming   Targets   Personal URL   Monitoring   Next steps  Concept   Copywriting   Mobile links   Reporting  Idea Development   Translation   Social Media   Improvement  Strategy  Planning2/7/11 66© F5DC 2010 all rights limited, reproduction forbidden without approval @ F5 Digital Consulting - Reproduction forbiddent without formal written consent.
  • 67.   Printing Presses Technology & Know How   Software   1:1 Experience   Premier Partner   Print rooms   Service Bureaus Print   Commercial Printer   Strategy   FXGS   Execution Strategy & Execution   1:1 Certified   Trained Team   Multichannel   Measurement   Insights2/7/11 67© F5DC 2010 all rights limited, reproduction forbidden without approval @ F5 Digital Consulting - Reproduction forbiddent without formal written consent.
  • 68. http://www.fujixerox-transpromo.com/eng/© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 69. Thanks.Do you have any question ? http://bit.ly/aEmARR f5dc gregbirgefanatic@f5dc.com +65 9111 6849 WWW.F5DC.COM

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