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Personalized multichannel in digital world_B
- 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
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- 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.
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- 4. "If you always do what you always did,
you always get what you always got.”
- Anonymous
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- 10. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
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- 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
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- 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
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- 16. From Consumer, Engage and Talk !
Activation Engagement Conversion
Website Up sales
Social Media X sales
Offline Database
Discussions
Social Media Forums Blogs
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- 17. Engage Consumer into a personalize
journey through multiple touch points
Using the new media and traditional media to support the engagement
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- 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
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- 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
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- 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
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- 21. Push through Main Home Page
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- 23. Element
Product information
Interactive catalog
Objectives
Information
CTA (call to action)
Link to the campaign site
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- 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)
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- 25. Product
catalog
Link to
Roadshow
information Video
Teaser
Direct access
to main info
Facebook
link
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- 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
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- 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
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- 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
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- 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
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- 30. Intensive tracking and measurement
Traffic percentage
Number of active members
Number of silent fans
Conversion rates
NPS improvement
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- 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 discussions
5000 Music discussion reason for Post more updates
No product push people to join
4000
3000
2000
1000
0
May Jun Jul Aug Sep Oct Nov
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- 32. Over 5k in first 6 months : 10k now
Main recruitment phase
First contacts
Recruitments
Discussions
$0 media spent
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- 33. Active discussions with fans
Desired state
Interactions
Discussions
Engagement
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- 34. We need to get our basics right
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- 35. Personalization
Name on eDM/DM ?! Yes but…
"
Profile
"
Style
"
Communication
"
Offer
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Message
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- 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
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- 41. 3 Main Themes
24 modules
1200
combinations
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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
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- 43. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
- 44. So why are we doing
it ?
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- 45. Assumptions
We have data, lets use them…
Sent by IT departments
No measurement of efficiency
Easier
Faster
Unfortunately, not anymore the right way
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- 46. Corporations have tough time to follow
Organization Marketers Continuous
new media overloaded spinning
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- 47. Social media brings extra issues
Give control Multiple phases Silos teams
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- 48. We do not have control anymore
Power is not control
Consumer decides
Don’t’ try to stop
Embrace it
Scary
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- 49. Not a one off activity
Recruitment
Maintenance
Follow up
Selection of tool
Which sales funnel
phase ?
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- 50. Multiple departments / agencies
Marketing
PR
IT
Agency
Legal
Customer Satisfaction
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- 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
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- 53. Introducing the 3x3 cell
matrix
Activation Engagement Conversion
Objectives Objectives Objectives
Strategy Strategy Strategy
Measurement Measurement Measurement
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- 54. Where to start ?
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- 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 ?
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- 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
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- 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
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- 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 and
59
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Program
- 60. An even more complicated
Pre-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
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- 61. Each client is unique
Each company is unique
Each solution is unique
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- 62. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
- 63. So what is the
magic ?
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- 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
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Social Media, offline, online
- 65. Be careful
of GiGo
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- 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
Planning
2/7/11 66
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- 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
Insights
2/7/11 67
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- 69. Thanks.
Do you have any question ?
http://bit.ly/aEmARR f5dc gregbirge
fanatic@f5dc.com +65 9111 6849 WWW.F5DC.COM