101809 Advanced Strategies For 1to1 Marketing Omi

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Joel Book explains how Email + Social Media is enabling brands to build powerful -- and vocal -- customer communities, Case studies include Scotts, Papa John\'s, Carmex, and Dreamfields Pasta.

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101809 Advanced Strategies For 1to1 Marketing Omi

  1. 1. Email + SocialHow to Harness the Most Potent One-to-One Marketing Strategy of our Time<br />Joel Book<br />ExactTarget, Inc.<br />Blog: EmailMarketingbytheBook.com<br />Twitter: @joelbook<br />
  2. 2. How to Participate in Today’s Presentation!<br /> Join the conversation on Twitter!<br /> Follow me at: @joelbook<br /> Ask questions and share your thoughts at: @exacttarget<br />
  3. 3. ABOUT EXACTTARGET<br />LEADING PROVIDER OF ON-DEMAND SOFTWARE, SERVICES & INTEGRATED SOLUTIONS FOR EMAIL MARKETING & EMERGING ONE-TO-ONE MEDIA<br />FOUNDED IN<br />2000<br />500+<br />EMPLOYEES<br />$70M<br />PRIVATE EQUITY FUNDING MAY 09<br />7,000+<br />CLIENTS<br />OVER<br />2B+<br />MONTHLY<br />EMAIL VOLUME<br />EXACTTARGETinACTION<br />www.<br />.com<br />
  4. 4. We are in the Middle of a Media Revolution<br />
  5. 5. How Did We Get Here?<br />
  6. 6. Addressable Voice<br />Mobile Email<br />SMS + MMS<br />IM <br />Email<br />Direct Mail<br />Telephone<br />The Evolution of Media<br />Mobile Email<br />SMS<br />IM<br />Email<br />Direct Mail<br />Telephone<br />IM<br />Email<br />Direct Mail<br />Telephone<br />IM<br />Email<br />Direct Mail<br />Telephone<br />Direct Mail<br />Telephone<br />&lt;1990<br />1990s<br />1999<br />2000s<br />2009<br />TV<br />Radio<br />Print<br />Display<br />TV<br />Radio<br />Print<br />Display<br />Website<br />Search<br />Online Display<br />TV<br />Radio<br />Print<br />Display<br />Website<br />Search<br />Online Display<br />Paid Search<br />Landing Pages<br />Microsites<br />Online Video<br />Webinars<br />Affiliate Marketing<br />TV<br />Radio<br />Print<br />Display<br />Website<br />Search<br />Online Display<br />Paid Search<br />Landing Pages<br />Microsites<br />Online Video<br />Affiliate Marketing<br />Webinars<br />Blogs<br />RSS<br />Podcasts<br />Wikis<br />Social Networks<br />Mobile Web<br />TV<br />Radio<br />Print<br />Display<br />Website<br />Search<br />Online Display<br />Paid Search<br />Landing Pages<br />Microsites<br />Online Video<br />Affiliate Marketing<br />Webinars<br />Blogs<br />RSS<br />Podcasts<br />Wikis<br />Social Networks<br />Mobile Web<br />Behavioral<br />Social Media & Ads<br />Virtual Worlds<br />Widgets<br />Twitter<br />
  7. 7. Media is “The New Creative.”<br />Message distribution is now as important as creative execution.<br />
  8. 8. Creating brand advocates is now just as important as creating brand awareness.<br />
  9. 9. “BRAND FANS” HAVE BECOME YOUR BEST MARKETERS<br />EXACTTARGETinACTION<br />www.<br />.com<br />
  10. 10. Maintaining the Customer Connection<br />
  11. 11. MORE MEDIA DOLLARS ARE SHIFTING TO EMAIL<br />
  12. 12. “Those who buy products marketed through email spend 138% more than non-readers of email.” <br />Source:Forrester Research<br />“E-Mail Marketing Comes of Age.”<br />
  13. 13. “50 million U.S. Internet users are active users of social networks.” <br /> Source: USC, “The Digital Future”<br />
  14. 14. MORE THAN 50% OF ALL CONTENT SHARED IS SHARED USING <br />EMAIL<br />Source: Tim Schigel, ShareThis<br />
  15. 15. EMAIL + SOCIAL<br />ACTION<br />AMPLIFIED<br />EXACTTARGETinACTION<br />www.<br />.com<br />
  16. 16. EMAIL + SOCIAL<br />USING SOCIAL FORWARD TO EXPAND CUSTOMER DATABASE <br />EXACTTARGETinACTION<br />www.<br />.com<br />
  17. 17. EMAIL + SOCIAL<br />CREATING<br />BRAND FANS<br />EXACTTARGETinACTION<br />www.<br />.com<br />
  18. 18. EMAIL + SOCIAL<br />Providing Customers a Voice<br />
  19. 19. EMAIL + SOCIAL<br />CUSTOMER EDUCATION<br />EXACTTARGETinACTION<br />www.<br />.com<br />
  20. 20. EMAIL + SOCIAL<br />DRIVING DEMAND<br />EXACTTARGETinACTION<br />www.<br />.com<br />
  21. 21. How Dreamfields Changed CPG Marketing<br />
  22. 22. Dreamfields Pasta<br />Introduced in June, 2004<br />Only great tasting low carbohydrate pasta on market<br />Appeals to diabetics, low carb dieters, and people seeking higher fiber<br />Costs about double the retail of regular pasta<br />
  23. 23. Dreamfield’s Marketing Challenges<br />Attract diabetics and low carb dieters; Encourage trial<br />Engage and educate consumers on product benefits<br />Build a community of passionate customers that share brand<br />Stretch limited budget to augment traditional advertising<br />Engage and educate healthcare professionals<br />Discover what works best and expand <br />
  24. 24. Brand Fan Development Model<br />SUPPORT<br />EMPOWER<br />CONVERT<br />ENGAGE<br />ATTRACT<br />
  25. 25. Dreamfields Multi-Channel Strategy<br />Channels:<br /><ul><li>Website
  26. 26. Email
  27. 27. Social Networks
  28. 28. Twitter
  29. 29. Facebook
  30. 30. You Tube</li></ul>Activities (*):<br /><ul><li>Manages 3 websites, 50+ landing pages, and an E-commerce site
  31. 31. Does online advertising to attract consumers to the Dreamfields website
  32. 32. Sends branding emails 12 times per year, and automated emails daily.
  33. 33. Conducts consumer and professional word of mouth programs.</li></ul>(*) All marketing activities are planned an executed by HyperDrive Interactive<br />
  34. 34. Using Email to Educate Consumers<br /><ul><li>Dreamfields uses SEO, PPC and Word of Mouth to attract consumers to www.trydreamfields.com
  35. 35. Consumers are invited to register for Dreamfields’ email newsletter and receive a $1 coupon as a “Thank You”
  36. 36. In less than two years, Dreamfields has built an email subscriber database of more than 400,000 consumers, and 18,000 healthcare professionals</li></li></ul><li>Email + Social Media to Drive “Word of Mouth”<br />
  37. 37. Engagement Emails Drive Sharing<br />
  38. 38. Dreamfields Professional Influencer Program<br />Winning Patient Recommendations through <br />Email and WOM Marketing<br />
  39. 39. Pro Invitation Landing Page<br />
  40. 40. Tools for Talking to Patients<br />Technical product materials <br />To address skepticism and invite questions<br />Product sample to taste, share, use box for demo<br />Patient Education Pamphlets <br />Explain “how it works” in patient’s language<br />Recipe Flyer with coupon <br />Provide tangible purchase incentive and reminder for patient<br />
  41. 41. Patient Education Pamphlet and Flyer<br />
  42. 42. Interactive Marketing Results<br /> Confidential Data<br />Do Not Copy<br />As of October 14th, Sales of Dreamfields Pasta are up 13% YTD<br />
  43. 43. 7 Keys to Interactive Success<br />Design your website and landing pages for engagement<br />Use SEO and PPC to attract “the right” customers<br />Provide relevant value proposition for email opt-in<br />Segment consumers based on behaviors<br />Send relevant, timely, and interestingemail content<br />Use Social Forward. Empower brand fans to share email with friends and colleagues<br />Invite email opt-in on social media sites<br />
  44. 44. Marketing is about the Conversation<br />
  45. 45. 36<br />EMAIL<br />THE CONNECTING<br />THREAD<br />EXACTTARGETinACTION<br />www.<br />.com<br />
  46. 46. 37<br />1. SERVE INDIVIDUALS<br />EXACTTARGETinACTION<br />www.<br />.com<br />
  47. 47. 38<br />2. HONOR THEIR PREFERENCES<br />COMMUNICATION<br />CONTENT<br />FREQUENCY<br />CHANNEL<br />EXACTTARGETinACTION<br />www.<br />.com<br />
  48. 48. 39<br />3. DELIVER TIMELY, RELEVANT CONTENT THAT IMPROVES THEIR LIVES <br />EXACTTARGETinACTION<br />www.<br />.com<br />
  49. 49. http://pages.exacttarget.com/in_action<br />EXACTTARGETinACTION<br />www.<br />.com<br />
  50. 50. Thank You!<br />Joel Book<br />ExactTarget, Inc.<br />Phone: 317.275.5444<br />Email: jbook@exacttarget.com<br />Blog: EmailMarketingbytheBook.com<br />

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