A presentation to marketers at Electronic Arts about "behavior shaping" (aka, "growth hacking", "lifecycle marketing", "engagement marketing") and how it can be used to boost mobile usage, revenue, and virality. This is a concept that blends traditional marketing media with triggered campaigns based on customer state to create an ever-present experience. A good primer for marketers shifting from traditional methods to triggered marketing, and understanding how to measure and amplify revenue and social sharing.

1. An Overview of Customer
Engagement Marketing:
Tactics and Methods for “Behavior Shaping”
to Increase Mobile Usage, Revenue, and Virality
Scott Dunlap for Electronic Arts
July 18th, 2013

2. Short Version
(30 slides – high level)
Medium Version
(80 slides – frameworks and benchmarks)
Long Version
(260 slides – tactics, how-to, and best practices)

3. Agenda
• Quick Intro
• Evolution of Digital Marketing – How Did We
Get Here?
• Overview of Engagement Marketing
• Case Studies
• Q & A

4. Quick Intro
• “Hypergrowth Navigator”
@ 10D Labs
• Exec at 5 start-ups from
concept to IPO/acquisition
• 55 products launched,
many #1 mobile apps
• Aka “that trail runner guy”

5. Evolution of Digital Marketing
Digital
Distribution
Context Ubiquity
• E-mail
• Web
• Massive and
Passive
• Search
• Social
• Triggered
• Responsive
• Multi-device
• Real-time, 1:1
• Marketing and
customer
experience merge
Personalization
• Dynamic
• CRM era
• Still massive
and passive

6. What Used to Be Silos…
E-mail
Push
Notifications
SMS
Marketing team defines schedule/content based
on product launch, PR, etc.
Developers define experience
Campaign-specific from marketing team
Social Driven by social team/agency

7. …is now unified around
the customer experience.
E-mail
Push
Notifications
SMS
• Triggered by customer state
• Optimized to encourage certain behavior
• Channel-optimized
Social

8. Just think of the last app/service
that surprised you with how much
time it managed to get…
…did it send you 10+ e-mails/week
and you loved it even MORE?
YES.

9. You Helped Make Them Big!

10. As marketers,
you are already feeling the effect…

11. Messaging Volume Is Exploding
0
10
20
30
1972 1992 2002 2008 2010 2012
Volume of Messages Sent (Trillions)
First Email
iPhone
Hotmail
AOL
Facebook
Gmail
iPad
SMS
Pentium
Amazon Web Services
Yahoo!
Twitter
SMTP Defined
First PC
Em
ail (Non
Spam
)
Text/SMS
Tweets
Facebook
Push
VolumeofMessagesSent(Trillions)

12. Messaging Volume Is Exploding
0
10
20
30
1972 1992 2002 2008 2010 2012
Volume of Messages Sent (Trillions)
First Email
iPhone
Hotmail
AOL
Facebook
Gmail
iPad
SMS
Pentium
Amazon Web Services
Yahoo!
Twitter
SMTP Defined
First PC
Em
ail (Non
Spam
)
Text/SMS
Tweets
Facebook
Push
VolumeofMessagesSent(Trillions)
In the time that it took
you to read this sentence
2.8 million messages
were sent
* And 62% will be read on a mobile device
*

13. How do you get above the noise?
MAKE EACH MESSAGE RELEVANT.
(Customer Engagement Marketing mantra)

14. Customer Engagement Mktg
• How is it different?
– Triggered by behavior and customer state, and
encourages specific actions
– Feels natural, not intrusive
– I call it “behavior shaping”, but it’s rooted in
“growth hacking” and “lifecycle marketing”
– Ultimate goal – shape behavior towards habitual
use that encourages $$$ and virality

15. Note - Engagement Marketing =
Amplification of Value Only
If your product…
– Sucks
– Does not add more value than the avg 43 apps on a
phone (13 used regularly)
– Cannot communicate core value in first 10 seconds,
and onboard in <20 seconds
– Has a DAU/MAU less than 5%
…Engagement Marketing cannot help you.
(now back to our program!)

16. Example – The Genius of LinkedIn
Did you know:
• $22b market cap (doubling
every 9 months)
• 30% of traffic driven from
engagement-style e-mails
• They A/B test
features/content in e-mail
first
• They “shape” your behavior
to create ideal profiles to
sell to
recruiters/salespeople
(genius!)

17. Seamless Engagement @ LinkedIn
• LinkedIn e-mails I got
this week alone
– “Your clan”
– “Who wants you”
– “Reciprocity”
• Keeps me engaged and
coming back
• Is it marketing? Or the
product experience?
• Does it matter?

18. Vocabulary of Engagement Marketing
• Actions
– A well-defined and instrumented behavior
• Cohorts
– Automatically group customers by certain usage
patterns, or desired usage patterns
– “Active”, “casual”, “dormant”, “premium”, etc.
• Triggers
– Customer behavior or external events that cause a
message to be delivered to a target cohort

19. The Simple Framework

20. More Advanced Framework Better
Defines Cohorts
Aware
On-
boarded
PasserBy
Casual Active
Dorman
t
Premium
Active/
Sharing
Premium
/
Sharing
Example definition of “Active” – Completed Level 1, used in last 10 days.

21. Each day, customer actions (or lack of)
create movement between cohorts…
Active
Dorman
t
2,104 users hit their 10th day of non-use.
390 users who were dormant
used the app.

22. …triggering targeted campaigns
Active
Dorman
t
2,104 users hit their 10th day of non-use.
390 users who were dormant
used the app.
Send “what
your friends
are doing” e-
mail
Send “good
to have you
back” to
those 30+
days inactive

23. Once it’s defined, it runs itself…

24. The Essential Tools
• Step 1 – Cohort Analysis
– Dynamic cohort definition, control groups
• Step 2 - Triggered Messaging
– E-mail vs Push vs Text
– Social (680m daily mobile users on FB alone)
• Or Both in an “Engine”
– New solutions combine the above into one,
similar to how FB, Twitter, etc built internally

25. Example Engagement Engine - Kahuna
Live
Triggered
Campaigns
Analysis
Projects How
to Maximize
Engagement
Suggested
Campaigns

26. “Where to Start” Example - Gyft
• Wanted to address
“single use” (Active->
Dormant)
• Set up reminder
campaign, e-mail and
push optimized
• 19% lift in monthly
Actives (800%+
annually…power of
compounding)

27. “Seeding Key Users” Example - Refresh
• Early adopters help
define cohort
characteristics for
highly active user
• Target users with
similar characteristics
on FB, Twitter

28. “Seeding Key Users” Example - Refresh
• Organic referrals
work best, triggers
after meetings
• Twitter gets
downloads…
• …but Facebook helps
define value
proposition
“Never talk about the weather again!”
[1,170 likes, 2.4% CTR]
“New App to make conversations…”
[370 likes, 0.3% CTR]

29. Where Could EA Go? - Scrabble
• Deeper relationship
with e-mails
• Cross-sell
• Encouraging sharing
• Etc.
Confidential
Content

30. (Long version of this deck
has LOTS more examples)

31. Who’s Got This Nailed?
• Acquisition – Mint, OKCupid, Scrabble
• Onboarding – Dropbox, Quora
• Migration to Active – LinkedIn, Facebook,
Groupon
• Best Weekly Digests – Quora, Twitter
• Best Impulse Buying – Fancy, One Kings Lane,
Fab, Etsy, Pinterest (?)
• Best Referrals – Quora, LivingSocial, AppSumo
• What worked on you…check your phone!

32. Required Reading…
• The 280 slide version has lots of best practices…
• NirAndFar.com – Understanding the roots of
habitual behavior and design.
• Dave McClure’s Growth Hacking Intro on
SlideShare – still one of the best.
• DJ Patil’s Data Product eBooks.
• Growth hackers – growhack.com, Andrew Chen
• Quora Growth Hacking groups
• White Papers – Kahuna, Marketo, SilverPop, etc.

33. Thank You! See You On The Trails…
Scott@10dlabs.com
@scott_dunlap
Linkedin.com/in/scottdunlap
www.atrailrunnersblog.com