Silverpop User Group: "A Mere Truffle"

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Couldn't make it to our DC User Group? Be sure to check out this presentation for a play-by-play discussion of how we utilized Silverpop to set up the A Mere Truffle site, which features website + Facebook + email integration.

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Silverpop User Group: "A Mere Truffle"

  1. 1. A MERE TRUFFLE Behind the Glasses July 10, 2012
  2. 2. About Whereoware Online strategy, design, development + marketing The stats: • 12 years in the business • Work with B2B + B2C companies • Philosophy: targeted, personalized, automated emails • Silverpop partner • 2011 agency partner of the year • Worked with Silverpop for 7+ years • 40+ Silverpop clients Twitter: @whereoware About me: Caitlin Kelly, Online Marketing Manager, 3 years of experience with SilverpopTwitter: @Whereoware
  3. 3. Website + Facebook + email integration
  4. 4. Website + Facebook + email integration “WE WANT TO DO THAT”
  5. 5. Where to begin?Key steps we took: Planned the experience Set up database Created landing pages + web forms Put landing pages on website + Facebook Designed the emails Created the programs Tested, tested, tested!
  6. 6. Planned the experience
  7. 7. Our checklistKey steps we took: Planned the experience Set up database Created landing pages + web forms Put landing pages on website + Facebook Designed the emails Created the programs Tested, tested, tested!
  8. 8. Set up the databaseNon-keyed database:Created a database thatdoes not have a sync IDBenefits:• Collect data on a lead before asking for identifying information• You can still sync your data intake
  9. 9. Set up the databaseNon-keyed database:Created a database thatdoes not have a sync IDBenefits:• Collect data on a lead before asking for identifying information• You can still sync your data intake
  10. 10. Our checklistKey steps we took: Planned the experience Set up database Created landing pages + web forms Put landing pages on website + Facebook Designed the emails Created the programs Tested, tested, tested!
  11. 11. Web form overview• Created all landing pages and forms in one site• Used clickthrough to populate a form• Applied CSS to forms to change the standard style
  12. 12. Created the ‘Favorite’ form Elements: • Progressive form • Dynamic confirmation page • Linked to another form
  13. 13. What is a progressive form?Defined: Form whichpresents visitors with aseries of questions overtimeGoals:• To collect data from visitors without overwhelming them• To decrease form abandonment
  14. 14. Built a progressive form 1. Chose “Progressive” form type on ‘Manage Site’ tab 2. Arranged fields in the order we wanted them shown 1. 2.
  15. 15. Built a progressive form3. Chose the number of fields we wanted shown each time 3.
  16. 16. What is a dynamic confirmation page?Defined: An automaticallytailored exit messagebased off collected dataOptions:• Create dynamic content on the default confirmation page• Redirect your form to another a new landing page with dynamic content
  17. 17. Dynamic content rules
  18. 18. Dynamic content snapshot
  19. 19. Dynamic content snapshot
  20. 20. Confirmation page redirect• Copy the URL from your landing page + open your original form• Select the ‘Submit’ button + update the action in Object Properties
  21. 21. Created the ‘Club’ form Elements: • Social Sign-In • Contact matching on ‘Email’ • Confirmation page links to a ‘show all’ progressive form
  22. 22. Contact matched on ‘Email’Even though we have a non-keyed database, we can stillcontact match, or sync, on the field of our choice
  23. 23. Progressive form: show all1. Arranged questions in the 1. appropriate order2. Selected ‘All’ to ensure the complete form filled out 2.
  24. 24. Our checklistKey steps we took: Planned the experience Set up database Created landing pages + web forms Put landing pages on website + Facebook Designed the emails Created the programs Tested, tested, tested!
  25. 25. Added our forms to the websiteForm code is 1.provided inStandard WebForm PropertiesWe chose topost our formsvia an iframe 2.
  26. 26. Added our forms to the websiteScreenshot of the website’s CMS editor with the iframe
  27. 27. Put our forms on FacebookScreenshot of the website’sCMS editor with the iframe
  28. 28. Put our forms on Facebook• Searched for Static HTML on Facebook and went to the app• Clicked ‘Add Static HTML to Page.’ Once it was installed, we pasted the iframe code into the public content section.
  29. 29. Our checklistKey steps we took: Planned the experience Set up database Created landing pages + web forms Put landing pages on website + Facebook Designed the emails Created the programs Tested, tested, tested!
  30. 30. Created the Welcome email Dynamic content criteria: [Favorite Chocolate] contains Dark DYNAMIC RECIPE NAME DYNAMIC BACKGROUND DYNAMIC TWITTER TEXT
  31. 31. Dynamic Share-to-Twitter text Created a Share-to-Twitter URL + used the links in dynamic content twitter.com/share?text=Check out my new dark chocolate recipe from @AMereTruffle&url=http://www.amere truffle.com/darkchocolate.aspx
  32. 32. Our checklistKey steps we took: Planned the experience Set up database Created landing pages + web forms Put landing pages on website + Facebook Designed the emails Created the programs Tested, tested, tested!
  33. 33. Created Welcome programDefined: emailsent X number ofhours/days aftera visitor signs upfor your website/email listOur set-up:Behavior triggercampaign offform submission
  34. 34. Checked + configured programExecution Plan: one send, for quick executionRecommend setting up follow-up campaign
  35. 35. Our checklistKey steps we took: Planned the experience Set up database Created landing pages + web forms Put landing pages on website + Facebook Designed the emails Created the programs Tested, tested, tested!
  36. 36. Tested, tested, tested!
  37. 37. Key takeawaysSilverpop has powerful featuresIntegrate the website + Facebook + email experienceData is keyStart off smallTest, Test, Test
  38. 38. Comments + questions MORE INFOSlides available at:www.slideshare.net/whereoware GET IN TOUCHCaitlin KellyCkelly@whereoware.com703-889-1214 Website: www.whereoware.com Twitter: @whereoware Facebook: www.facebook.com/whereoware Blog: www.whereoware.com/blog

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