0
Wave 2

Digitally Connected Consumers
Sony Electronics Case Study

Jeannette Kocsis
The Agency Inside

Jennifer Geddy
Sony...
Session Panel
Jennifer Geddy
Director, Customer
Experience Management
Sony Electronics
@jenmgeddy

Jeannette Kocsis
EVP, D...
our agenda
• About Digitally Connected Consumers
• Sony Electronics Case Study
customer
experience

4
omnichannel
relevance
omnichannel behavior
leads to digitally
connected consumers
but our role has changed
context drives device choice
Today, consumers own multiple devices and move seamlessly
between them throughout the day.

G...
building a digital ecosystem
Social Media

Media
Engagement

On-the-Go
Search and
Research
Video Content

CRM and
Loyalty
...
the roadmap

Plan the Journey

Map Content to
the Journey

Determine Where
the Customer is
in the Journey

Drive CrossChan...
consider how to engage
Optimized for
Experience

Engagement +

Engagement
Opportunities

Serve through
ALL Channels

Behav...
leverage data
Implicit
data

Explicit
data

Rich
Customer
Data
Where to Begin?
customer
profiles
16
how to create them
Preferences

Social
Media

Purchase
Data

Affinity
Content

Web
Behavior

3rd Party
Data
go beyond the campaign
plan your content
Campaigns
(EM, DM,
Media, SEM)

Blogs,
Facebook &
Twitter Push

Social
Response

Instore

SMS

Video Con...
leverage technology
use mobile engagement

Single Credentials

Your package
was just
delivered…

You have
101,000 pts.
For latest deals,
go to...
and social engagement
Push Messages

Leverage tools
for consistent
push, but
relevant tone
Follow your
social strategy

En...
don’t forget retail
and a measurement plan

Touchpoints

Customer
Experience

Digital Analytics Tools
Data Capture
Social Monitoring
Adserving...
Sony
Electronics
a case study
Broad Product
+ Service
Offering

Challenging
Marketplace

Omnichannel
Shopping

Indirect and
Direct

Contactable
Database...
Organization
Alignment:

Customer
Experience
Management
Use ->
Advocate ->
(Re)Purchase

Connecting
Touch Points
Connectin...
Connecting
Touch Points

product
ownership

Connecting
Data Points

customer
service

retention
marketing

support
communi...
Connecting
Touch Points

product
ownership

Connecting
Data Points

customer
service

retention
marketing

support
communi...
Connecting
Touch Points

product
ownership

Connecting
Data Points

customer
service

retention
marketing

support
communi...
use

?

$
re/purchase

advocate
where Sony Customer Experience Management team is
focused

Pre-Sales
Brand
Awareness

Over Time Brand
Loyalty Diminishes

...
meet Kelly
a Sony customer
$

targeted direct mail
leverage analytic models
& business rules for
customer segmentation
to maximize results

20%

2x

...
$

opt-in touchpoints

Opt-in opportunity
while researching
online

kellyjohnson@email.com
$

opt-in touchpoints
maximize all opportunities
to collect opt-ins for
communications

Doubled
the number of opt-in touch...
$

welcome trigger
welcome email by opt-in
source reinforcing
recognition of how
customers come into the
database

CTA sho...
$

sms

up to

42% 27%

click through rates

are direct buyers
(vs. 5% in email)

2x
opts-in for SMSthe

average HH spend
$

broadcast email campaigns
customers are
segmented based on
activity level and drives
email cadence
$

pinterest case study

Our unique “Most Pinned” email banner
$

general visit trigger
Wave 1
CTA to
shop Direct

Wave 2
personalization

52%

9.8%

open rate

click through rates
(vs....
$

abandoned cart trigger
Wave 2
Wave 1
CTA to
shop Direct
personalization

Up to

85%

Over

CTA drives
to cart

30%

Cli...
Kelly buys
post-purchase triggers
leveraging dynamic content
to increase relevancy,
maximize return and gain
operational efficiency

...
user experience messages
transactional messages to
owners of specific models
alerting them to a software
update and its be...
Kelly
an advocate
meet Kelly wherever he is

Off-domain
forums

social monitoring
& response
branded community

1 million
page views per month vs. 50K a month

2 mos.

<

to recoup program investment
get personal

About Bob

User generated
User
content

Generated
Content

Gamification
Gamification

Member Postings
Member...
Sony
Recognized
Laptop Magazine
2012

#1
in tech support

MSN Money
2012

top10 #5
in Company
Reputation

Harris
Poll/WSJ
2013

in global ...
What We Learned
1. The omnichannel journey begins with the first step
2. Customers are human! (just like you)
3. It’s abou...
Thank You
Jennifer Geddy
Director, Customer
Experience Management
Sony Electronics
@jenmgeddy

Jeannette Kocsis
EVP, Digit...
You’ve mastered the theory,
now put it into practice
Use the Show Guide to match
this session’s categories with the
provid...
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Pinterest Plus Email

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Pinterest Plus Email

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Transcript of "Pinterest Plus Email"

  1. 1. Wave 2 Digitally Connected Consumers Sony Electronics Case Study Jeannette Kocsis The Agency Inside Jennifer Geddy Sony Electronics Amanda Drenning The Agency Inside
  2. 2. Session Panel Jennifer Geddy Director, Customer Experience Management Sony Electronics @jenmgeddy Jeannette Kocsis EVP, Digital Engagement The Agency Inside Harte-Hanks @jnetk Amanda Drenning Account Director The Agency Inside Harte-Hanks @amandadrenning
  3. 3. our agenda • About Digitally Connected Consumers • Sony Electronics Case Study
  4. 4. customer experience 4
  5. 5. omnichannel
  6. 6. relevance
  7. 7. omnichannel behavior
  8. 8. leads to digitally connected consumers
  9. 9. but our role has changed
  10. 10. context drives device choice Today, consumers own multiple devices and move seamlessly between them throughout the day. Google, The New Multi-screen World: Understanding Cross-platform Consumer Behavior August 2012
  11. 11. building a digital ecosystem Social Media Media Engagement On-the-Go Search and Research Video Content CRM and Loyalty Programs Native Applications At the Office eCommerce Retail At Home
  12. 12. the roadmap Plan the Journey Map Content to the Journey Determine Where the Customer is in the Journey Drive CrossChannel Communications Measure and Optimize
  13. 13. consider how to engage Optimized for Experience Engagement + Engagement Opportunities Serve through ALL Channels BehaviorBased Content Smart Targeting Mail that Matters Dynamic Content Relevant Messages
  14. 14. leverage data Implicit data Explicit data Rich Customer Data
  15. 15. Where to Begin?
  16. 16. customer profiles 16
  17. 17. how to create them Preferences Social Media Purchase Data Affinity Content Web Behavior 3rd Party Data
  18. 18. go beyond the campaign
  19. 19. plan your content Campaigns (EM, DM, Media, SEM) Blogs, Facebook & Twitter Push Social Response Instore SMS Video Content Ongoing CRM & Loyalty (EM, DM) Mobile App Alerts Web Site Content
  20. 20. leverage technology
  21. 21. use mobile engagement Single Credentials Your package was just delivered… You have 101,000 pts. For latest deals, go to bit.ly Only 1 Day ‘til Black Ops Ghosts is avail for pre-order Bring to the store & get 20% off, offer 877GH4X
  22. 22. and social engagement Push Messages Leverage tools for consistent push, but relevant tone Follow your social strategy Engagement Content Provide in-channel content in relevant tone Optimize content for search (internal and external)
  23. 23. don’t forget retail
  24. 24. and a measurement plan Touchpoints Customer Experience Digital Analytics Tools Data Capture Social Monitoring Adserving/Media Instore Data Measure Optimize Campaign Optimization Overall Performance
  25. 25. Sony Electronics a case study
  26. 26. Broad Product + Service Offering Challenging Marketplace Omnichannel Shopping Indirect and Direct Contactable Database Gaps Varied + Long Purchase Cycles Pre + Post Sales Marketing
  27. 27. Organization Alignment: Customer Experience Management Use -> Advocate -> (Re)Purchase Connecting Touch Points Connecting Data Points
  28. 28. Connecting Touch Points product ownership Connecting Data Points customer service retention marketing support community web behavior social CRM
  29. 29. Connecting Touch Points product ownership Connecting Data Points customer service retention marketing support community web behavior social CRM
  30. 30. Connecting Touch Points product ownership Connecting Data Points customer service retention marketing support community web behavior social CRM
  31. 31. use ? $ re/purchase advocate
  32. 32. where Sony Customer Experience Management team is focused Pre-Sales Brand Awareness Over Time Brand Loyalty Diminishes Use Next Purchase Preparation Encouraging Purchase Triggered Lifecycle Communications Maintain Brand Loyalty Over Time Advocate Activate, Connect with Learn More, Do More with Brand and Peers Sony Product/Services and Share CUSTOMER EXPERIENCE TIMELINE Shift into Relevant Pre-sales Messaging DATE OF NEXT PURCHASE Consumer Brand Loyalty is Never Higher than at Purchase DATE OF PURCHASE BRAND LOYALTY Engaging Customers
  33. 33. meet Kelly a Sony customer
  34. 34. $ targeted direct mail leverage analytic models & business rules for customer segmentation to maximize results 20% 2x increase in revenue YOY higher ROI due to production optimization & customer targeting/segmentation Father’s Day Catalog – featuring Tablet Z
  35. 35. $ opt-in touchpoints Opt-in opportunity while researching online kellyjohnson@email.com
  36. 36. $ opt-in touchpoints maximize all opportunities to collect opt-ins for communications Doubled the number of opt-in touchpoints
  37. 37. $ welcome trigger welcome email by opt-in source reinforcing recognition of how customers come into the database CTA shop Direct 40% 37% increase in open rate increase in click rate personalization CTA shop Direct benefits shopping Direct 1.5x social more clicks to Sony Direct engagement online social engagement opt-in for SMS
  38. 38. $ sms up to 42% 27% click through rates are direct buyers (vs. 5% in email) 2x opts-in for SMSthe average HH spend
  39. 39. $ broadcast email campaigns customers are segmented based on activity level and drives email cadence
  40. 40. $ pinterest case study Our unique “Most Pinned” email banner
  41. 41. $ general visit trigger Wave 1 CTA to shop Direct Wave 2 personalization 52% 9.8% open rate click through rates (vs. 3-5% in broadcast emails) benefits shopping Direct visual navigation top Sony products ways to pay & be rewarded
  42. 42. $ abandoned cart trigger Wave 2 Wave 1 CTA to shop Direct personalization Up to 85% Over CTA drives to cart 30% Click through rates open rates Ways to connect with Sony Wave 3 visual navigation top Sony products 2x the conversion rate
  43. 43. Kelly buys
  44. 44. post-purchase triggers leveraging dynamic content to increase relevancy, maximize return and gain operational efficiency Wave 2 personalization new/repeat buyer 22% 2.5x product category product purchased increase in click rate over the prior online order status year product category Wave 3 Wave 1 product click category through to Sony Direct online, social sites and customer support sites OE product registration operational efficiency gained leveraging dynamic content
  45. 45. user experience messages transactional messages to owners of specific models alerting them to a software update and its benefits 0ver 100% Open rate
  46. 46. Kelly an advocate
  47. 47. meet Kelly wherever he is Off-domain forums social monitoring & response
  48. 48. branded community 1 million page views per month vs. 50K a month 2 mos. < to recoup program investment
  49. 49. get personal About Bob User generated User content Generated Content Gamification Gamification Member Postings Member’s Content Activity Feed User Wish Lists Generated Content
  50. 50. Sony Recognized
  51. 51. Laptop Magazine 2012 #1 in tech support MSN Money 2012 top10 #5 in Company Reputation Harris Poll/WSJ 2013 in global “Customer Service Hall of Fame”
  52. 52. What We Learned 1. The omnichannel journey begins with the first step 2. Customers are human! (just like you) 3. It’s about relevancy 4. Be prepared - continuously testing and optimizing all programs – it never stops 5. What we are doing is working – Sony ranked #4 in Adweek’s 100 most loved companies
  53. 53. Thank You Jennifer Geddy Director, Customer Experience Management Sony Electronics @jenmgeddy Jeannette Kocsis EVP, Digital Engagement The Agency Inside Harte-Hanks @jnetk Amanda Drenning Account Director The Agency Inside Harte-Hanks @amandadrenning
  54. 54. You’ve mastered the theory, now put it into practice Use the Show Guide to match this session’s categories with the providers in the Hall who can help execute! See Page 18 for details
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