Digital Download                                Session 5                               11th April, 2011Monday, 11 April 2...
Before we start....Monday, 11 April 2011
Digital QuizMonday, 11 April 2011
Digital Quiz        1. What % of the online advertising market does              performance display make up in AU?Monday,...
Digital Quiz        1. What % of the online advertising market does              performance display make up in AU?       ...
Digital Quiz        1. What % of the online advertising market does              performance display make up in AU?       ...
Digital Quiz        1. What % of the online advertising market does              performance display make up in AU?       ...
Digital Quiz        1. What % of the online advertising market does              performance display make up in AU?       ...
Digital Quiz        1. What % of the online advertising market does              performance display make up in AU?       ...
Digital Quiz        1. What % of the online advertising market does              performance display make up in AU?       ...
Performance Display insights        1. You don’t need to be satisfied with premium display        2. Performance display o...
Facebook insights        1. facebook growth is increasing        2. The facebook market is opening up to a wider age      ...
Transact - what’s happening?        • Increasing number of people who are going through          the process of guest chec...
What do most websites have in common?        • There are five things:              1. Clear purpose              2. Conten...
What are the different types of websites?Monday, 11 April 2011
What are the different types of websites?                        Landing Pages   Microsites   WebsitesMonday, 11 April 2011
What are the different types of websites?                        Landing Pages   Microsites   Websites                 Sin...
What are the different types of websites?                        Landing Pages      Microsites       Websites             ...
What are the different types of websites?                        Landing Pages      Microsites           Websites         ...
What are the different types of websites?                        Landing Pages      Microsites           Websites         ...
What are the different types of websites?                        Landing Pages          Microsites           Websites     ...
What are the different types of websites?                        Landing Pages          Microsites           Websites     ...
What are the rules of an effective Landing Page?        1. Well merchandised offer with hero benefit        2. No navigati...
Online Advertising Checklist        1. Simple messaging                 • Will users understand the execution in 5 – 7 sec...
Things to remember about search        1. Search is more than words              • Content, images, video, words        2....
Week 4 Homework                               NO EXCUSES!Monday, 11 April 2011
Week 4 homework        • Pick one of your clients        • Review their transaction activities online (data          captu...
Week 4 homework        • Pick one of your clients        • Review their transaction activities online (data          captu...
The score cardMonday, 11 April 2011
Your Pitch Presentation                                     Get started nowMonday, 11 April 2011
Your Pitch Presentation                                               oup                                         e gr    ...
What is the background?        • There is a new online savings product launching for a          client you are going after...
What you need to do?        • You need to:              – Identify the audience              – Understand what they are do...
What today is about?Monday, 11 April 2011
Where are we at today?         1. Introduction to Digital         2. Customer journey: attract         3. Customer journey...
Before we start....                                    1. Online statsMonday, 11 April 2011
Great marketing charts/                                 stats sitesMonday, 11 April 2011
Monday, 11 April 2011
Monday, 11 April 2011
Monday, 11 April 2011
Monday, 11 April 2011
Monday, 11 April 2011
Monday, 11 April 2011
Monday, 11 April 2011
Monday, 11 April 2011
Monday, 11 April 2011
Monday, 11 April 2011
Jargon time out!                        Any questions before we get started?Monday, 11 April 2011
Where are we at today?         1. Introduction to Digital         2. Customer journey: attract         3. Customer journey...
What is the customer journey?              Attract         Engage          Transact       Retain      Grow                ...
What is the customer journey?              Attract         Engage          Transact       Retain      Grow                ...
What is Retain?Monday, 11 April 2011
What else is Retain?                                                    Online                                            ...
1. What is a Retain?                        Encouraging consumers to stay in touch with brands                            ...
1. What is a Retain?                        Encouraging consumers to stay in touch with brands                            ...
ny marketing related emails do you           1. How ma              receive a week?Monday, 11 April 2011
ny marketing related emails do you           1. How ma              receive a week?                 Me – 350Monday, 11 Apr...
ny marketing related emails do you           1. How ma              receive a week?                 Me – 350              ...
ny marketing related emails do you           1. How ma              receive a week?                 Me – 350              ...
ny marketing related emails do you           1. How ma              receive a week?                 Me – 350              ...
ny marketing related emails do you           1. How ma              receive a week?                 Me – 350              ...
the average open rate for auto emails?           4. What isMonday, 11 April 2011
the average open r ate for auto emails?           4. What is                        6% (8% click through rate)Monday, 11 A...
the average open r ate for auto emails?           4. What is                        6% (8% click through rate)            ...
the average open r ate for auto emails?           4. What is                        6% (8% click through rate)            ...
the average open r ate for auto emails?           4. What is                        6% (8% click through rate)            ...
the average open r ate for auto emails?           4. What is                        6% (8% click through rate)            ...
What is CRM?                        Customer Relationship ManagementMonday, 11 April 2011
What is CRM?                        CRM                 =   Push   +      Pull          Customer Relationship MarketingMon...
What is CRM?                        CRM                 =   Push   +       Pull          Customer Relationship Marketing  ...
What is CRM?                        CRM                 =         Push                 +             Pull          Custome...
What is CRM?                        RelationshipMonday, 11 April 2011
What is CRM?                        RelationshipMonday, 11 April 2011
What is an email?Monday, 11 April 2011
What is an email?Monday, 11 April 2011
What is an email?Monday, 11 April 2011
What is an email?Monday, 11 April 2011
What is an email?Monday, 11 April 2011
What is an email?Monday, 11 April 2011
What is an email?Monday, 11 April 2011
What are the different types of emails?Monday, 11 April 2011
What makes an email successful?                                  Audience                         Time                Mess...
Why people open an email?        • What prompts user to open  respond to emails?                    54%: Products or servi...
What’s happening with emails?        • How Soon Do People Open Their Email?                  74.5% of opens occur within t...
What about some more stats?         ■ In 2010, 30% of total email time was devoted to commercial           emails, compare...
What about some mobile email stats?         ■ 78% of mobile email users are also regular users of social networking       ...
What about some mobile email stats?         ■ 25% of Australian Small and Medium Sized Enterprises are using           mob...
How are people cleaning up their inbox?Monday, 11 April 2011
How are people cleaning up their inbox?                               Many, many more:                         Pageflakes,...
What is social?           Social       =   CRM   +   PR   +    ValueMonday, 11 April 2011
What is social?           Social       =   CRM       +          PR   +    Value                                  Basic soc...
Before considering dialogue, you must have a base                         Phase 1: Acquisition          Phase 2: RM       ...
Before considering dialogue, you must have a base                         Phase 1: Acquisition               Phase 2: RM  ...
Five characters of CRMMonday, 11 April 2011
Five characters of CRM           Everywhere                                           Viral           (spammer)           ...
1. ‘Everywhere’                        Appear everywhere  focus on                          pushing their own agenda      ...
1. ‘Everywhere’                        Appear everywhere  focus on                          pushing their own agenda      ...
Monday, 11 April 2011
Bluefly have sent over 196                        emails since 1 January 2011                                 Jan - 59    ...
Monday, 11 April 2011
Whey do I still subscribe?                        Sales on shoes  clothes....Monday, 11 April 2011
What we can learn from Bluefly?Monday, 11 April 2011
What we can learn from Bluefly?                         1. Header (safe email, mobile, images)                            ...
Monday, 11 April 2011
Monday, 11 April 2011
Monday, 11 April 2011
All they were pushing is their                        products/sales, but they are                        trying to change...
2. ‘Viral’                        Shocks to encourage                             community                          (send...
2. ‘Viral’                        Shocks to encourage                             community                          (send...
Monday, 11 April 2011
Shocks = Deal                        Viral = Deal  GroupMonday, 11 April 2011
Monday, 11 April 2011
What we can learn from JumpOn/Our Deal?Monday, 11 April 2011
What we can learn from JumpOn/Our Deal?                         1. Relevant content (geo targeting)                       ...
3. ‘Beautiful but dumb’Monday, 11 April 2011
3. ‘Beautiful but dumb’Monday, 11 April 2011
3. ‘Beautiful but dumb’                        Look forward to receiving but                              they aren’t smar...
Monday, 11 April 2011
Apple have only sent 7 emails                        since the start of the year - 3                             relating ...
Monday, 11 April 2011
What emails do Apple send?Monday, 11 April 2011
Monday, 11 April 2011
Product emails - common elements:                                      1. Logo                                     2. Head...
Monday, 11 April 2011
Software emails - common elements:                                       1. Logo                                      2. H...
Monday, 11 April 2011
Event emails - common elements:                                     1. Logo                                    2. Header  ...
Consistent CTAsMonday, 11 April 2011
Consistent CTAs                        Apple drive instore  online at                           the end of every emailMond...
What do Apple do well?Monday, 11 April 2011
What can Apple improve?                        http://www.slideshare.net/domhindMonday, 11 April 2011
What can Apple improve?                         Understanding the audience                        (tailoring communication...
4. ‘Carer’Monday, 11 April 2011
4. ‘Carer’Monday, 11 April 2011
4. ‘Carer’                        Ask customers what they want                           tailor what they provideMonday, 1...
Monday, 11 April 2011
Monday, 11 April 2011
Monday, 11 April 2011
Monday, 11 April 2011
Monday, 11 April 2011
A range of questions (product                          interest) to make the service/                               experi...
Monday, 11 April 2011
Monday, 11 April 2011
Monday, 11 April 2011
Monday, 11 April 2011
Monday, 11 April 2011
Tailored communications based                                 on preferencesMonday, 11 April 2011
What we can learn from XXXX/Witchery?                        CRM   =       Dialogue               +    Relationship       ...
What we can learn from XXXX/Witchery?                        CRM   =       Dialogue               +    Relationship       ...
5. ‘Tester’                        Constantly test, learn                               optimise                          ...
5. ‘Tester’                        Constantly test, learn                               optimise                          ...
Monday, 11 April 2011
Monday, 11 April 2011
What we can learn from Ford?Monday, 11 April 2011
What we can learn from Ford?                        BaileysMonday, 11 April 2011
Quick recap: Five characters of CRMMonday, 11 April 2011
Quick recap: Five characters of CRMMonday, 11 April 2011
Three year road map                                                                                                    Tai...
How do we measure success?        • How do we measure the success of emails?                   Bounce rates               ...
Jargon time out!                        Any questions before we get started?Monday, 11 April 2011
2. What are the key take outs?                                                  Summary                                   ...
2. What are the key take outs?                                                  Summary                                   ...
What is CRM?                        CRM                 =   Push   +      Pull          Customer Relationship MarketingMon...
What is CRM?                        CRM                 =   Push   +       Pull          Customer Relationship Marketing  ...
What is CRM?                        CRM                 =         Push                 +             Pull          Custome...
What is CRM?                        RelationshipMonday, 11 April 2011
What is CRM?                        RelationshipMonday, 11 April 2011
What is social?           Social       =   CRM   +   PR   +    ValueMonday, 11 April 2011
What is social?           Social       =   CRM       +          PR   +    Value                                  Basic soc...
Before considering dialogue, you must have a base                         Phase 1: Acquisition          Phase 2: RM       ...
Before considering dialogue, you must have a base                         Phase 1: Acquisition               Phase 2: RM  ...
Weekly homework                               NO EXCUSES!Monday, 11 April 2011
Week 5 homework        • Pick one of your clients        • Subscribe to their newsletter (if they have one)              –...
Your Pitch Presentation                                     Get started nowMonday, 11 April 2011
Your Pitch Presentation                                              er                                     Get started no...
Jargon time out                                 Questions                                 ThoughtsMonday, 11 April 2011
Thank you                          Want to talk more? Drop me a line:                                        Dominique Hin...
Thank you                          Want to talk more? Drop me a line:                                        Dominique Hin...
Monday, 11 April 2011
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Loud - Digital Download - Week 5

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This presentation is the fifth session of the 7 week Digital Download training course run and presented by Dominique Hind.

It gives an introduction to the customer journey, particularly retain. It covers topics like eCRM, email and social. Also, the 5 characters of eCRM.

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Transcript of "Loud - Digital Download - Week 5"

  1. 1. Digital Download Session 5 11th April, 2011Monday, 11 April 2011
  2. 2. Before we start....Monday, 11 April 2011
  3. 3. Digital QuizMonday, 11 April 2011
  4. 4. Digital Quiz 1. What % of the online advertising market does performance display make up in AU?Monday, 11 April 2011
  5. 5. Digital Quiz 1. What % of the online advertising market does performance display make up in AU? 25%Monday, 11 April 2011
  6. 6. Digital Quiz 1. What % of the online advertising market does performance display make up in AU? 25%Monday, 11 April 2011
  7. 7. Digital Quiz 1. What % of the online advertising market does performance display make up in AU? 25% 2. How many credit card details does iTunes have?Monday, 11 April 2011
  8. 8. Digital Quiz 1. What % of the online advertising market does performance display make up in AU? 25% 2. How many credit card details does iTunes have? 200,000,000Monday, 11 April 2011
  9. 9. Digital Quiz 1. What % of the online advertising market does performance display make up in AU? 25% 2. How many credit card details does iTunes have? 200,000,000Monday, 11 April 2011
  10. 10. Digital Quiz 1. What % of the online advertising market does performance display make up in AU? 25% 2. How many credit card details does iTunes have? 200,000,000 3. What does facebook advertising allow you to do? Specifically target all of your ads, talk to a wider audienceMonday, 11 April 2011
  11. 11. Performance Display insights 1. You don’t need to be satisfied with premium display 2. Performance display offers higher ROI & campaign efficiencies 3. Push the media agency 4. Huge opportunityMonday, 11 April 2011
  12. 12. Facebook insights 1. facebook growth is increasing 2. The facebook market is opening up to a wider age group 3. You can be specific in the way that you target your ads 4. Huge opportunityMonday, 11 April 2011
  13. 13. Transact - what’s happening? • Increasing number of people who are going through the process of guest checkout – Using tools like Google Checkout or PayPal • People will give you information if they deem it relevant • Don’t collect the data if you aren’t doing anything with itMonday, 11 April 2011
  14. 14. What do most websites have in common? • There are five things: 1. Clear purpose 2. Content is the hero 3. User engagement 4. Function & fun 5. Constantly refreshingMonday, 11 April 2011
  15. 15. What are the different types of websites?Monday, 11 April 2011
  16. 16. What are the different types of websites? Landing Pages Microsites WebsitesMonday, 11 April 2011
  17. 17. What are the different types of websites? Landing Pages Microsites Websites Single pages Specific purpose More effective Constantly optimised Integrated SEM/SEO/EmailMonday, 11 April 2011
  18. 18. What are the different types of websites? Landing Pages Microsites Websites Single pages Multiple pages Specific purpose Campaign specific More effective Short term Constantly optimised Integrated SEM/SEO/EmailMonday, 11 April 2011
  19. 19. What are the different types of websites? Landing Pages Microsites Websites Single pages Multiple pages Corporate purpose Specific purpose Campaign specific Long term More effective Short term Refreshed every Constantly optimised 12-18mths Integrated SEM/SEO/EmailMonday, 11 April 2011
  20. 20. What are the different types of websites? Landing Pages Microsites Websites Single pages Multiple pages Corporate purpose Specific purpose Campaign specific Long term More effective Short term Refreshed every Constantly optimised 12-18mths Integrated SEM/SEO/Email BIGGEST PROFIT LEAST SCOPE CREEPMonday, 11 April 2011
  21. 21. What are the different types of websites? Landing Pages Microsites Websites Single pages Multiple pages Corporate purpose Specific purpose Campaign specific Long term More effective Short term Refreshed every Constantly optimised 12-18mths Integrated SEM/SEO/Email BIGGEST PROFIT HEALTHY PROFIT LEAST SCOPE CREEP POTENTIAL SCOPE CREEPMonday, 11 April 2011
  22. 22. What are the different types of websites? Landing Pages Microsites Websites Single pages Multiple pages Corporate purpose Specific purpose Campaign specific Long term More effective Short term Refreshed every Constantly optimised 12-18mths Integrated SEM/SEO/Email BIGGEST PROFIT HEALTHY PROFIT PROFITABLE LEAST SCOPE CREEP POTENTIAL SCOPE CREEP SCOPE CREEPMonday, 11 April 2011
  23. 23. What are the rules of an effective Landing Page? 1. Well merchandised offer with hero benefit 2. No navigation, strong branding 3. Only one action - Apply, Download, Enquire 4. Make it as visual as possible, but simple 5. Multiple Click PointsMonday, 11 April 2011
  24. 24. Online Advertising Checklist 1. Simple messaging • Will users understand the execution in 5 – 7 seconds? 2. Strong branding • Will the user know who the ad is for in 5 – 7 seconds? 3. Clear CTA • Is there a strong clear CTA on the final frame? • Inclusion of offers provide an incentive for users to click-through • Phone numbers website addresses should not be included 4. Integrated messaging • Do the online executions share elements with the offline campaign? • Is the landing page similar to the online executions? 5. Contextual messaging • Is the online execution relevant to its media placement?Monday, 11 April 2011
  25. 25. Things to remember about search 1. Search is more than words • Content, images, video, words 2. Search must be constant • Search isn’t just a campaign, it must be on 100% 3. Think about the detail when you build • Every detail helps push results 4. Constantly, review, refine learn • Search can be optimised real-time, campaigns can be tested learnings taken out immediately 5. Google is more than a search engine • Constantly explore learn about what else Google areMonday, 11 April 2011
  26. 26. Week 4 Homework NO EXCUSES!Monday, 11 April 2011
  27. 27. Week 4 homework • Pick one of your clients • Review their transaction activities online (data capture or eStore) – What are 3 things that can be improved? – What are 3 things they are doing well? – As a customer, would you engage with there site? – What else should they be doing? • Submit all of your findings to the LOUD Training blogMonday, 11 April 2011
  28. 28. Week 4 homework • Pick one of your clients • Review their transaction activities online (data capture or eStore) – What are 3 things that can be improved? – What are 3 things they are doing well? – As a customer, would you engage with there site? – What else should they be doing? you t did WhaTraining blog • Submit all of your findings to the LOUD find? s hing t? at t den Wh evi ecame bMonday, 11 April 2011
  29. 29. The score cardMonday, 11 April 2011
  30. 30. Your Pitch Presentation Get started nowMonday, 11 April 2011
  31. 31. Your Pitch Presentation oup e gr Gettstarted now inu ion 10 m cuss disMonday, 11 April 2011
  32. 32. What is the background? • There is a new online savings product launching for a client you are going after • They have a $750,000 online only budget for the initial launch 12 months to spend • There is a separate budget for offline activity, but it isn’t that much • They want to achieve the following objectives: – Open 300 accounts a week – Get a database of prospective clients - 25,000 within the first 6mths – Become visible known for the productMonday, 11 April 2011
  33. 33. What you need to do? • You need to: – Identify the audience – Understand what they are doing online where they are going to – Put together a plan for the launch then ongoing communications for 12 months – Identify how you are going to meet the objectives – Put together a plan for tracking continuous improvementMonday, 11 April 2011
  34. 34. What today is about?Monday, 11 April 2011
  35. 35. Where are we at today? 1. Introduction to Digital 2. Customer journey: attract 3. Customer journey: engage 4. Customer journey: transact/participate 5. Customer journey: retain 6. Customer journey: grow Summary 7. Summary pitchMonday, 11 April 2011
  36. 36. Before we start.... 1. Online statsMonday, 11 April 2011
  37. 37. Great marketing charts/ stats sitesMonday, 11 April 2011
  38. 38. Monday, 11 April 2011
  39. 39. Monday, 11 April 2011
  40. 40. Monday, 11 April 2011
  41. 41. Monday, 11 April 2011
  42. 42. Monday, 11 April 2011
  43. 43. Monday, 11 April 2011
  44. 44. Monday, 11 April 2011
  45. 45. Monday, 11 April 2011
  46. 46. Monday, 11 April 2011
  47. 47. Monday, 11 April 2011
  48. 48. Jargon time out! Any questions before we get started?Monday, 11 April 2011
  49. 49. Where are we at today? 1. Introduction to Digital 2. Customer journey: attract 3. Customer journey: engage 4. Customer journey: transact/participate 5. Customer journey: retain 6. Customer journey: grow Summary 7. Summary pitchMonday, 11 April 2011
  50. 50. What is the customer journey? Attract Engage Transact Retain Grow ATL ATL Microsite Microsite Shop online Shop online DM DM DM DM POS POS Landing page Landing page Register Register eDM eDM eDM eDM Online (social, Online (social, Website Website eDM sign-up eDM sign-up Call Call Call Call search, ads) search, ads) Call centre Call centre Call centre Call centre CRM (DM eDM) CRM (DM eDM) In-store In-store In-store In-store Microsite Microsite Microsite Microsite WOM (referral) WOM (referral) In-branch In-branch In-branch In-branch Website Website Website WebsiteMonday, 11 April 2011
  51. 51. What is the customer journey? Attract Engage Transact Retain Grow ATL ATL Microsite Microsite Shop online Shop online DM DM DM DM POS POS Landing page Landing page Register Register eDM eDM eDM eDM Online (social, Online (social, Website Website eDM sign-up eDM sign-up Call Call Call Call search, ads) search, ads) Call centre Call centre Call centre Call centre CRM (DM eDM) CRM (DM eDM) In-store In-store In-store In-store Microsite Microsite Microsite Microsite WOM (referral) WOM (referral) In-branch In-branch In-branch In-branch Website Website Website WebsiteMonday, 11 April 2011
  52. 52. What is Retain?Monday, 11 April 2011
  53. 53. What else is Retain? Online advertising Email Technology: Marketing RSS Mobile Application marketing Development Social Websites Networks Online Content: Blogs audio, visual, video Online PR Viral Search Engine StrategyMonday, 11 April 2011
  54. 54. 1. What is a Retain? Encouraging consumers to stay in touch with brands 1. eCRM 2. Key take outsMonday, 11 April 2011
  55. 55. 1. What is a Retain? Encouraging consumers to stay in touch with brands 1. eCRM 2. Key take outsMonday, 11 April 2011
  56. 56. ny marketing related emails do you 1. How ma receive a week?Monday, 11 April 2011
  57. 57. ny marketing related emails do you 1. How ma receive a week? Me – 350Monday, 11 April 2011
  58. 58. ny marketing related emails do you 1. How ma receive a week? Me – 350 s are the ones that catch your eyes 2. Which email encoura ge you to open?Monday, 11 April 2011
  59. 59. ny marketing related emails do you 1. How ma receive a week? Me – 350 s are the ones that catch your eyes 2. Which email encoura ge you to open? Me – Shoppin g, clothes designMonday, 11 April 2011
  60. 60. ny marketing related emails do you 1. How ma receive a week? Me – 350 s are the ones that catch your eyes 2. Which email encoura ge you to open? Me – Shoppin g, clothes design emails do you actio n or click through 3. What from?Monday, 11 April 2011
  61. 61. ny marketing related emails do you 1. How ma receive a week? Me – 350 s are the ones that catch your eyes 2. Which email encoura ge you to open? Me – Shoppin g, clothes design emails do you actio n or click through 3. What from? Me – Discounts or offersMonday, 11 April 2011
  62. 62. the average open rate for auto emails? 4. What isMonday, 11 April 2011
  63. 63. the average open r ate for auto emails? 4. What is 6% (8% click through rate)Monday, 11 April 2011
  64. 64. the average open r ate for auto emails? 4. What is 6% (8% click through rate) category gets the h ighest open rate? 5. WhichMonday, 11 April 2011
  65. 65. the average open r ate for auto emails? 4. What is 6% (8% click through rate) category gets the h ighest open rate? 5. Which Religio us (8% open rate)Monday, 11 April 2011
  66. 66. the average open r ate for auto emails? 4. What is 6% (8% click through rate) category gets the h ighest open rate? 5. Which Religio us (8% open rate) the value of a custo mer on an email 6. What is database?Monday, 11 April 2011
  67. 67. the average open r ate for auto emails? 4. What is 6% (8% click through rate) category gets the h ighest open rate? 5. Which Religio us (8% open rate) the value of a custo mer on an email 6. What is database? US$948Monday, 11 April 2011
  68. 68. What is CRM? Customer Relationship ManagementMonday, 11 April 2011
  69. 69. What is CRM? CRM = Push + Pull Customer Relationship MarketingMonday, 11 April 2011
  70. 70. What is CRM? CRM = Push + Pull Customer Relationship Marketing ORMonday, 11 April 2011
  71. 71. What is CRM? CRM = Push + Pull Customer Relationship Marketing OR = Dialogue + Relationship Open, trust, transparent Value, mutually beneficialMonday, 11 April 2011
  72. 72. What is CRM? RelationshipMonday, 11 April 2011
  73. 73. What is CRM? RelationshipMonday, 11 April 2011
  74. 74. What is an email?Monday, 11 April 2011
  75. 75. What is an email?Monday, 11 April 2011
  76. 76. What is an email?Monday, 11 April 2011
  77. 77. What is an email?Monday, 11 April 2011
  78. 78. What is an email?Monday, 11 April 2011
  79. 79. What is an email?Monday, 11 April 2011
  80. 80. What is an email?Monday, 11 April 2011
  81. 81. What are the different types of emails?Monday, 11 April 2011
  82. 82. What makes an email successful? Audience Time MessageMonday, 11 April 2011
  83. 83. Why people open an email? • What prompts user to open respond to emails? 54%: Products or services featured 40%: Written copy 35%: Subject line 33%: Compelling offers (e.g. discounts, free shipping) 12%: A single large image 9%: Multiple smaller images 6%: Search box within the email 3%: Recipients get text-only email Source: http://www.emaillabs.com/tools/email-marketing-statistics.html#popularsenddaysMonday, 11 April 2011
  84. 84. What’s happening with emails? • How Soon Do People Open Their Email? 74.5% of opens occur within the first 24 hours 84.3% occur within the first 48 hours. • Open Rates The overall unique open rates stand at 12.52% • Click Through Rates Religious 7% Travel 4.5% Banking finance 4% • Best Days to Send Weekends the beginning of the week outperform the other days Monday is the clear winner having both the highest open rate click rate. Source: Email Marketing report (http://dominiquehind.wordpress.com/emailMonday, 11 April 2011
  85. 85. What about some more stats? ■ In 2010, 30% of total email time was devoted to commercial emails, compared to 17% in 2005. (Merkle) ■ 90-100% of Millennials (Ages 18-33) engage in email as an online activity. (Pew Research Center) ■ 90% of adults internet users in every age group subscribed to emails from brands, while significantly fewer “liked” companies on Facebook or followed them on Twitter. (ExactTarget) ■ 78% of mobile email users are also regular users of social networking sites. – Merkle “View From the Digital Inbox 2011″ (2011) Source: Email Marketing report (http://dominiquehind.wordpress.com/emailMonday, 11 April 2011
  86. 86. What about some mobile email stats? ■ 78% of mobile email users are also regular users of social networking sites. – Merkle “View From the Digital Inbox 2011″ (2011) ■ 43% of mobile email users check email four or more times per day, compared to 29% of those who do not use mobile email. – Merkle “View From the Digital Inbox 2011″ (2011) ■ 55% of those with an Internet-enabled mobile phone use it to check their personal email account. – Merkle “View From the Digital Inbox 2011″ (2011) ■ 13.36% of emails are opened by a mobile operating system or device. – Knotice (2011) ■ 8.74% of emails are opened on an iPhone, compared to 2% on an iPad, 1.9% on an Android, and 0.15% on a Blackberry. – Knotice (2011) Source: Email Marketing report (http://dominiquehind.wordpress.com/emailMonday, 11 April 2011
  87. 87. What about some mobile email stats? ■ 25% of Australian Small and Medium Sized Enterprises are using mobile email as of June 2010, Mobile email also has the highest increase between June 2009 – June 2010 with a 47% increase. – The Australian Communications and Media Authority (2010) ■ 85% of smartphone users check their email on their smartphones (e.g. read the subject line and from address), and 82% actually read their email on their smartphone. – ExactTarget (2009) ■ Only 31.6% of US marketers said having an optimized mobile marketing experience for customers is important. – eROI “The Current State of Social, Mobile, Email Integration” (2010) ■ 45 percent of mobile users stated the best time for companies to send e-mail is only when it is necessary as compared to 39 percent of their non-mobile peers. e-Dialog “Manifesto for E-mail Marketers: Source: Email Marketing report (http://dominiquehind.wordpress.com/emailMonday, 11 April 2011
  88. 88. How are people cleaning up their inbox?Monday, 11 April 2011
  89. 89. How are people cleaning up their inbox? Many, many more: Pageflakes, bloglines, netvibes, etc, etcMonday, 11 April 2011
  90. 90. What is social? Social = CRM + PR + ValueMonday, 11 April 2011
  91. 91. What is social? Social = CRM + PR + Value Basic socialMonday, 11 April 2011
  92. 92. Before considering dialogue, you must have a base Phase 1: Acquisition Phase 2: RM Number TimeMonday, 11 April 2011
  93. 93. Before considering dialogue, you must have a base Phase 1: Acquisition Phase 2: RM Number Baileys  –  6mths Baileys  –  ongoing TimeMonday, 11 April 2011
  94. 94. Five characters of CRMMonday, 11 April 2011
  95. 95. Five characters of CRM Everywhere Viral (spammer) (S2F) Carer Tester Beautiful, but dumb (seek to understand) (test, optimise)Monday, 11 April 2011
  96. 96. 1. ‘Everywhere’ Appear everywhere focus on pushing their own agenda (spammers)Monday, 11 April 2011
  97. 97. 1. ‘Everywhere’ Appear everywhere focus on pushing their own agenda (spammers)Monday, 11 April 2011
  98. 98. Monday, 11 April 2011
  99. 99. Bluefly have sent over 196 emails since 1 January 2011 Jan - 59 Feb - 56 Mar - 61 April* - 20Monday, 11 April 2011
  100. 100. Monday, 11 April 2011
  101. 101. Whey do I still subscribe? Sales on shoes clothes....Monday, 11 April 2011
  102. 102. What we can learn from Bluefly?Monday, 11 April 2011
  103. 103. What we can learn from Bluefly? 1. Header (safe email, mobile, images) 2. Navigation (consistent) 3. Send to a friend 4. Creative reused 5. Social network links (integrated push)Monday, 11 April 2011
  104. 104. Monday, 11 April 2011
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  106. 106. Monday, 11 April 2011
  107. 107. All they were pushing is their products/sales, but they are trying to change (contextual) Partnerships: Gossip Girl, Project RunwayMonday, 11 April 2011
  108. 108. 2. ‘Viral’ Shocks to encourage community (send to a friend)Monday, 11 April 2011
  109. 109. 2. ‘Viral’ Shocks to encourage community (send to a friend)Monday, 11 April 2011
  110. 110. Monday, 11 April 2011
  111. 111. Shocks = Deal Viral = Deal GroupMonday, 11 April 2011
  112. 112. Monday, 11 April 2011
  113. 113. What we can learn from JumpOn/Our Deal?Monday, 11 April 2011
  114. 114. What we can learn from JumpOn/Our Deal? 1. Relevant content (geo targeting) 2. Community (encouraging sharing) 3. Short to the point 4. Price lead (value discount) 5. Timing is importantMonday, 11 April 2011
  115. 115. 3. ‘Beautiful but dumb’Monday, 11 April 2011
  116. 116. 3. ‘Beautiful but dumb’Monday, 11 April 2011
  117. 117. 3. ‘Beautiful but dumb’ Look forward to receiving but they aren’t smart (generic messages)Monday, 11 April 2011
  118. 118. Monday, 11 April 2011
  119. 119. Apple have only sent 7 emails since the start of the year - 3 relating to the iPadMonday, 11 April 2011
  120. 120. Monday, 11 April 2011
  121. 121. What emails do Apple send?Monday, 11 April 2011
  122. 122. Monday, 11 April 2011
  123. 123. Product emails - common elements: 1. Logo 2. Header 3. Header CTA 4. Imagery 5. Content 6. CTAMonday, 11 April 2011
  124. 124. Monday, 11 April 2011
  125. 125. Software emails - common elements: 1. Logo 2. Header 3. Header CTA 4. Imagery 5. Content 6. Features 7. CTAMonday, 11 April 2011
  126. 126. Monday, 11 April 2011
  127. 127. Event emails - common elements: 1. Logo 2. Header 3. Header CTA 4. Imagery 5. Content 6. CTAMonday, 11 April 2011
  128. 128. Consistent CTAsMonday, 11 April 2011
  129. 129. Consistent CTAs Apple drive instore online at the end of every emailMonday, 11 April 2011
  130. 130. What do Apple do well?Monday, 11 April 2011
  131. 131. What can Apple improve? http://www.slideshare.net/domhindMonday, 11 April 2011
  132. 132. What can Apple improve? Understanding the audience (tailoring communications based on their products interests) http://www.slideshare.net/domhindMonday, 11 April 2011
  133. 133. 4. ‘Carer’Monday, 11 April 2011
  134. 134. 4. ‘Carer’Monday, 11 April 2011
  135. 135. 4. ‘Carer’ Ask customers what they want tailor what they provideMonday, 11 April 2011
  136. 136. Monday, 11 April 2011
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  140. 140. Monday, 11 April 2011
  141. 141. A range of questions (product interest) to make the service/ experience betterMonday, 11 April 2011
  142. 142. Monday, 11 April 2011
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  146. 146. Monday, 11 April 2011
  147. 147. Tailored communications based on preferencesMonday, 11 April 2011
  148. 148. What we can learn from XXXX/Witchery? CRM = Dialogue + Relationship Open, trust, transparent Value, mutually beneficialMonday, 11 April 2011
  149. 149. What we can learn from XXXX/Witchery? CRM = Dialogue + Relationship Open, trust, transparent Value, mutually beneficialMonday, 11 April 2011
  150. 150. 5. ‘Tester’ Constantly test, learn optimise (tweak refine)Monday, 11 April 2011
  151. 151. 5. ‘Tester’ Constantly test, learn optimise (tweak refine)Monday, 11 April 2011
  152. 152. Monday, 11 April 2011
  153. 153. Monday, 11 April 2011
  154. 154. What we can learn from Ford?Monday, 11 April 2011
  155. 155. What we can learn from Ford? BaileysMonday, 11 April 2011
  156. 156. Quick recap: Five characters of CRMMonday, 11 April 2011
  157. 157. Quick recap: Five characters of CRMMonday, 11 April 2011
  158. 158. Three year road map Tailor F12 Interact   Behaviour (smart triggers) F11 Acquire    Establish   - Localise global assets (website emails) Segmentation - Develop some local assets based on (understand the data) data F10 - Higher level of personalised - Integration with the website (track - Localise global assets (website onsite activity/actions) trigger emails) Foundations - Develop some local assets based on based communications - Customer driven communications (set up the basics) data - Data driven communications - Higher level of personalised - Acquire database - Customer driven communications - RM program set-up - Retention (communications) - Data driven communications - Localise global assets (website - Analysis of communications - Acquire database emails) - Data communications - Retention (communications) - Data rules strategy optimisation - Analysis of communications - Acquire database - Data communications - Retention (communications) optimisation - Analysis setting up benchmarks - Communications optimisationMonday, 11 April 2011
  159. 159. How do we measure success? • How do we measure the success of emails? Bounce rates Open rates Click through rates Most popular articles Number of forwards (send to a friends) Social network links (fans post email) • How do we measure the success in social networks? Fans (changes over months) Most popular articles (likes) Comments Linking to Referring sitesMonday, 11 April 2011
  160. 160. Jargon time out! Any questions before we get started?Monday, 11 April 2011
  161. 161. 2. What are the key take outs? Summary 1. eCRM 2. Key take outsMonday, 11 April 2011
  162. 162. 2. What are the key take outs? Summary 1. eCRM 2. Key take outsMonday, 11 April 2011
  163. 163. What is CRM? CRM = Push + Pull Customer Relationship MarketingMonday, 11 April 2011
  164. 164. What is CRM? CRM = Push + Pull Customer Relationship Marketing ORMonday, 11 April 2011
  165. 165. What is CRM? CRM = Push + Pull Customer Relationship Marketing OR = Dialogue + Relationship Open, trust, transparent Value, mutually beneficialMonday, 11 April 2011
  166. 166. What is CRM? RelationshipMonday, 11 April 2011
  167. 167. What is CRM? RelationshipMonday, 11 April 2011
  168. 168. What is social? Social = CRM + PR + ValueMonday, 11 April 2011
  169. 169. What is social? Social = CRM + PR + Value Basic socialMonday, 11 April 2011
  170. 170. Before considering dialogue, you must have a base Phase 1: Acquisition Phase 2: RM Number TimeMonday, 11 April 2011
  171. 171. Before considering dialogue, you must have a base Phase 1: Acquisition Phase 2: RM Number Baileys  –  6mths Baileys  –  ongoing TimeMonday, 11 April 2011
  172. 172. Weekly homework NO EXCUSES!Monday, 11 April 2011
  173. 173. Week 5 homework • Pick one of your clients • Subscribe to their newsletter (if they have one) – What are 3 things that can be improved? – What are 3 things they are doing well? – As a customer, would you respond to their emails? – What else should they be doing? • Subscribe to two of their competitors newsletters or facebook pages (if they have one) • Submit all of your findings to the LOUD Training blogMonday, 11 April 2011
  174. 174. Your Pitch Presentation Get started nowMonday, 11 April 2011
  175. 175. Your Pitch Presentation er Get started now ind A remMonday, 11 April 2011
  176. 176. Jargon time out Questions ThoughtsMonday, 11 April 2011
  177. 177. Thank you Want to talk more? Drop me a line: Dominique Hind http://dominiquehind.wordpress.com e: dominique@withcollective.com m: 0403 300 015Monday, 11 April 2011
  178. 178. Thank you Want to talk more? Drop me a line: Dominique Hind http://dominiquehind.wordpress.com e: dominique@withcollective.com m: 0403 300 015Monday, 11 April 2011
  179. 179. Monday, 11 April 2011

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