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Integrated Lifecycle Marketing Workshop: Putting the Marketing Democracy to Work for You!
Integrated Lifecycle Marketing Workshop: Putting the Marketing Democracy to Work for You!
Integrated Lifecycle Marketing Workshop: Putting the Marketing Democracy to Work for You!
Integrated Lifecycle Marketing Workshop: Putting the Marketing Democracy to Work for You!
Integrated Lifecycle Marketing Workshop: Putting the Marketing Democracy to Work for You!
Integrated Lifecycle Marketing Workshop: Putting the Marketing Democracy to Work for You!
Integrated Lifecycle Marketing Workshop: Putting the Marketing Democracy to Work for You!
Integrated Lifecycle Marketing Workshop: Putting the Marketing Democracy to Work for You!
Integrated Lifecycle Marketing Workshop: Putting the Marketing Democracy to Work for You!
Integrated Lifecycle Marketing Workshop: Putting the Marketing Democracy to Work for You!
Integrated Lifecycle Marketing Workshop: Putting the Marketing Democracy to Work for You!
Integrated Lifecycle Marketing Workshop: Putting the Marketing Democracy to Work for You!
Integrated Lifecycle Marketing Workshop: Putting the Marketing Democracy to Work for You!
Integrated Lifecycle Marketing Workshop: Putting the Marketing Democracy to Work for You!
Integrated Lifecycle Marketing Workshop: Putting the Marketing Democracy to Work for You!
Integrated Lifecycle Marketing Workshop: Putting the Marketing Democracy to Work for You!
Integrated Lifecycle Marketing Workshop: Putting the Marketing Democracy to Work for You!
Integrated Lifecycle Marketing Workshop: Putting the Marketing Democracy to Work for You!
Integrated Lifecycle Marketing Workshop: Putting the Marketing Democracy to Work for You!
Integrated Lifecycle Marketing Workshop: Putting the Marketing Democracy to Work for You!
Integrated Lifecycle Marketing Workshop: Putting the Marketing Democracy to Work for You!
Integrated Lifecycle Marketing Workshop: Putting the Marketing Democracy to Work for You!
Integrated Lifecycle Marketing Workshop: Putting the Marketing Democracy to Work for You!
Integrated Lifecycle Marketing Workshop: Putting the Marketing Democracy to Work for You!
Integrated Lifecycle Marketing Workshop: Putting the Marketing Democracy to Work for You!
Integrated Lifecycle Marketing Workshop: Putting the Marketing Democracy to Work for You!
Integrated Lifecycle Marketing Workshop: Putting the Marketing Democracy to Work for You!
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Integrated Lifecycle Marketing Workshop: Putting the Marketing Democracy to Work for You!

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  • 1. Putting the MarketingDemocracy to Work for You!
  • 2. Say Hello to the New Marketing DemocracyPower to the people Everyone can contribute; Everyone has influence; Everyone has a voice.Empowered by digital channels, people now “vote” for the winners & losers in the battlefor their hearts, minds & wallets — & THEY decide when & where these “elections” are held
  • 3. In the New Marketing Democracy• Consumers trust each other more than they trust you• Online conversations… – Persist…forever – Are immediately global & potentially hyper-local• People don’t share email… they read & share things that interest them…
  • 4. How To Put It To Work• Embrace a “Permanent Campaign” Mindset• Enlist the Support of Your Biggest Fans• Practice the “Groundhog Day Theory of Marketing”
  • 5. The Permanent Campaign Context Conversations Content Information to assist shoppersExtensive product selection Forums for customers to connect with - Product Selectors the brand and with each other- Sorting tools (low to high, - Unique needs bestselling) -Reviews, blogs, user videos, social - Unexpected uses for same product (SWYN) • Savvy marketers will engage customers between purchases • Hammering with “buy now” messaging quickly turns to noise, especially in today’s economic climate
  • 6. The Permanent Campaign• Successful marketing goes beyond selling products at a great price – Winners create the content that gives context for their products (how- to’s, case studies) – Don’t be tone deaf; look for signals that say “I’m ready to buy”• Pioneers create entire conversations surrounding their content – Reviews, blogs, videos to watch and share, forums to connect with other customers, social components (FB) and microblogging (Twitter) – PS this is social CRM
  • 7. The Permanent CampaignGoal• To increase engagement, sales and satisfaction by being where customers are (turning interest into conversions)Solution• Tap into passion for auto racing with integrated email and social media marketing campaign• Leverage customer data from campaigns and social engagement to build Social CRM profiles for significantly more effective targeting across all channelsResults• Emails with exclusive content, updates and offers drove engagement• Real-time Twitter, Facebook, YouTube and Flickr programs fostered community• Significantly increased revenue, customer engagement and lifetime value
  • 8. Enlist the Support of Your Biggest FansIdentify whichcustomersare active on theSocial WebTarget the mostvaluable potentialInfluencersMotivate Key Influencersto extend your brand viasocial channels, multiplying programreach and increasing overall programperformance
  • 9. Enlist The Support ofYour Biggest Fans Discover targeted card members in good-standing • Advertised in Discover Account Center • Offered cash back incentive to the card member and the referred customer • Implemented StrongMail Influencer to refer friends through a range of channels, including Facebook, Twitter and Email
  • 10. Enlist The Support ofYour Biggest Fans Results • 37% of conversions via social channel invitations • Army of social influencers identified • Email programs in development to target additional influencers
  • 11. Enlist the Support of Your Biggest Fans The compelling offer encourages the recipient to take action and share the experience with friends. Online and offline components drive multi-channel engagement.
  • 12. Enlist the Support of Your Biggest Fans Landing Page offers social and email options to share the discount with your friends And gives you a good reason to share
  • 13. Enlist the Support of Your Biggest Fans• Houlihans decided to first establish a private social network, instead of an open one• Offers exclusive invitations to tasting events and other member- only opportunities• Rewards loyal customers and confers them with insider status
  • 14. "We want to make our best customers feelspecial - so they feel empowered, so they hearabout things first, tasting menu items or drinksbefore they go onto our menu."
  • 15. The “Groundhog Day” Theory of Marketing• Remember every interaction (and learn!) – Remember what I’ve already told you – Use all available data from other channels to drive the conversation – Whenever and wherever I see you, recognize me and treat me like an old friend• Seek to understand and predict – Build strategies around me – Know what I might – and might not – be interested in at that moment http://www.youtube.com/watch?v=9hq5jZrFTbE
  • 16. Combining social, email, customer andoffline insight is key to practicing theGroundhog Day Theory of Marketing Social Email Offline • Social sites • SubscriptionsCustomer • Income • Brand affinities • Category clicks • Establish highly targeted lists• Product history • Children • Friends, reach • Product clicks for email programs• Segment • Home ownership • Influence • Recent activity • Use customer insight to tailor• Demographics • Purchase behavior • Sentiment • Dormant activity messaging and media plan• Loyalty points • Interests • Open/click rates • Reach key influencers and • Lifestyles spread brand awareness• Propensity to trade up • Occupation • Occupation • etc. through incentivized offers• Lifecycle stage • Education • Education • Serve display media to only • Location people you want• Abandonment • etc.• etc. • etc.
  • 17. You Don’t Have to Boil the Ocean
  • 18. Fusing Insight Into CommunicationsResponding to “I’mReady to Buy!” signals• Automated email in response to web browsing behavior
  • 19. Fusing Insight Into Communications Meet Susan Yahoo Subscriber PCR Member since 2002 44 years old Loyalty Program Status Married, with kids Business Traveler Converts frequently against Stays 29 Nights/Year Partner email messages Active Platinum MemberNO = Ambassador Program Multi-brand Program Active Intercontinental Hotel Brand Active Email Subscriber Affinity
  • 20. Fusing Insight Into Communications Meet Susan Yahoo Subscriber PCR Member since 2002 44 years old Loyalty Program Status Married, with kids Business Traveler Converts frequently against Stays 29 Nights/Year Partner email messages Active Platinum MemberNO = Ambassador Program Multi-brand Program Active Intercontinental Hotel Brand Active Email Subscriber Affinity
  • 21. Fusing Insight IntoCommunications• Clicked on previous email but did not convert• Needs 1,000 points to obtain next level of status• Is not a partner credit card holder
  • 22. Fusing Insight Into Communications: Fail!Ordered wife flowers3 days ago on siteAlready have GoldMembership
  • 23. Remember Why She Became a Fan• Give her what she wants• 3 steps to giving something away 1. Say what/when you are giving and to who 2. Give it away easily and without strings attached 3. Tell the receiver, and everyone else, what you just gave
  • 24. Is Facebook the Answer?• 24% of marketers said they measure the ROI of social media by looking at increases in revenue – Additionally, 38% said they count increased “likes,” comments and interactions on Facebook.• Marketers think they know how social media can influence and add value to a company, but by linking these soft benefits to results, they will be better able to prove the importance of this channel going forward Source: Wildfire Interactive Inc.
  • 25. It Depends… • Another recent study suggests slightly more than 1% of fans of the biggest brands on Facebook are actually engaging with the brands • There tends to be a much greater occurrence of heavy buyers in the Facebook population than in a more general population of customers • But, purchase frequency didnt increase after someone becomes a fan • Source: Ehrenberg-Bass Institute
  • 26. “Facebook doesnt really differ from mass media.Its great to get decent reach, but to change the waypeople interact with a brand overnight is just unrealistic." Karen Nelson-Field Senior Research Associate Ehrenberg-Bass Institute
  • 27. Questions? Chris Marriott VP of Agency Services cmarriott@strongmail.com 650-421-7115• Go to www.strongmail.com• Whitepapers• Research• Case Studies• Webinars• Expert Advice & Blogs• Twitter: @strongmail• Facebook.com/strongmail

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