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Pinterest Plus Email

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    Pinterest Plus Email Pinterest Plus Email Presentation Transcript

    • Wave 2 Digitally Connected Consumers Sony Electronics Case Study Jeannette Kocsis The Agency Inside Jennifer Geddy Sony Electronics Amanda Drenning The Agency Inside
    • 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
    • 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. Google, The New Multi-screen World: Understanding Cross-platform Consumer Behavior August 2012
    • 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
    • the roadmap Plan the Journey Map Content to the Journey Determine Where the Customer is in the Journey Drive CrossChannel Communications Measure and Optimize
    • 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
    • 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 Content Ongoing CRM & Loyalty (EM, DM) Mobile App Alerts Web Site Content
    • leverage technology
    • 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
    • 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)
    • don’t forget retail
    • and a measurement plan Touchpoints Customer Experience Digital Analytics Tools Data Capture Social Monitoring Adserving/Media Instore Data Measure Optimize Campaign Optimization Overall Performance
    • Sony Electronics a case study
    • Broad Product + Service Offering Challenging Marketplace Omnichannel Shopping Indirect and Direct Contactable Database Gaps Varied + Long Purchase Cycles Pre + Post Sales Marketing
    • Organization Alignment: Customer Experience Management Use -> Advocate -> (Re)Purchase Connecting Touch Points Connecting Data Points
    • Connecting Touch Points product ownership Connecting Data Points customer service retention marketing support community web behavior social CRM
    • Connecting Touch Points product ownership Connecting Data Points customer service retention marketing support community web behavior social CRM
    • Connecting Touch Points product ownership Connecting Data Points customer service retention marketing support community web behavior social CRM
    • use ? $ re/purchase advocate
    • 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
    • meet Kelly a Sony customer
    • $ 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
    • $ 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 touchpoints
    • $ 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
    • $ 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. 3-5% in broadcast emails) benefits shopping Direct visual navigation top Sony products ways to pay & be rewarded
    • $ 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
    • Kelly buys
    • 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
    • user experience messages transactional messages to owners of specific models alerting them to a software update and its benefits 0ver 100% Open rate
    • 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’s Content Activity Feed User Wish Lists Generated Content
    • Sony Recognized
    • 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”
    • 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
    • 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
    • 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