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Eloqua SnapApp PBS webinar 4 23-2013

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Learn how B2B marketers searching for new ways to engage customers add interactivity to their content marketing flow to make their content stand out. Examine the basics of interactive content, why it works, use cases, and metrics. See how interactive content, content marketing, and automation work together to drive leads. Observe real examples of how companies are using interactive content across their Web, social, mobile, and email channels to drive leads, collect data, and accelerate sales.

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Eloqua SnapApp PBS webinar 4 23-2013

  1. 1. © 2013 SnapApp. 1© 2013 SnapAppHow to Increase Engagement and DriveConversions with Interactive ContentPresented by:Seth Lieberman, CEOMichelle Chaplin, Senior Manager of Online FundraisingApril 23rd, 2013#HASHTAG-HERE
  2. 2. © 2013 SnapApp. 2Presenters 15+ years of experience in the onlineadvertising space Repeat Entrepreneur | Leadgeneration, affiliate marketing andcorporate branding Father | Runner | Diver | General LifeEnthusiast Currently managing and growing list of~800,000 leads & ~2,000 customers(donors) Nine years of experience withmarketing/ business development fornon-profit and for-profit organizations MBA from NYU Stern School ofBusinessSeth LiebermanFounder & CEOMichelle ChaplinSenior Manager ofOnline Fundraising
  3. 3. © 2013 SnapApp. 3About One platform for all channels; web, social,mobile and email Deep engagement analytics that driveactionable insights Marketing Automation integration & datacapture with no IT requiredContent Creation PlatformCreate, deploy and manage interactive content to generate leads, increaseengagement and drive revenue across your online presence
  4. 4. © 2013 SnapApp. 4About Public Broadcasting Service (PBS) is a non-profit publicbroadcasting television network PBS and our member stations are America’s largestclassroom, the nation’s largest stage for the arts and atrusted window to the world Educational media helps prepare children for success inschool and opens up the world to them in an age-appropriate way.
  5. 5. © 2013 SnapApp. 5Agenda Changing the Game with Interactive Content Under the Hood: The Mechanics of Interactive Content What’s the Hold Up? False Starts in Content Marketing Interactive in Action: PBS Sets a New Pace Supercharge Your Content Marketing: Getting Startedwith Interactive Final Thoughts Q&A6342175
  6. 6. © 2013 SnapApp. 6POLL- How much is interactivity is part of your contentmarketing strategy? (Select one) We are interactive rockstars! We regularly deploy multipletypes of engagements across our entire web presence We are ahead of the curve with useful tools, polls and surveyson a few different channels. We dip our toes in interactive, and occasionally deploy asurvey or poll. What’s interactive content again?
  7. 7. © 2013 SnapApp. 7Changing the Gamewith Interactive Content
  8. 8. © 2013 SnapApp. 8B2B Content Marketing Usage By Tactic*2013 B2B Content Marketing Benchmarks – North America: CMI/MarketingProfs
  9. 9. © 2013 SnapApp. 9What it means to be Interactive?“Interactive content creates a natural call & response dialogue thatinherently drives better results & more satisfied users”• Interactive is Way to think about calls-to-action• Engages users in two-way, cooperative interactionServicesVerbs (Active) Nouns (Passive)AssessTestLearnEnterVoteBenchmarkReadWatchDownloadListen
  10. 10. © 2013 SnapApp. 10Interactive Calls to Action• Tailored to specific buyers & subjects for engagement withonline content• Creates a better, more valuable user experience AND drivesmarketing outcomesContests& CompetitionsSpecialOffersDiagnosticsPollsPromotions& GiveawaysAssessmentsKnowledgeTestsSurveys
  11. 11. © 2013 SnapApp. 11Results AcheivedClick-ThroughRate (CTR)58%Share/ ViralityRate20%ContentCompletion Rate85% 81%Conversion/ GoalCompletion RateMouse-OverRate67%AwarenessCustomerAcquisitionTime On SiteLeads Generated Web Traffic
  12. 12. © 2013 SnapApp. 12Interactive Content Shifts Your Marketing CurveInternal TechnologiesWeb Analytics, BI, Digital Asset Management, CRM, SEO, Marketing Dashboards,Campaign Management, Competitive Intelligence, ContentExternal TechnologiesContent Creation, Marketing Automation, EmailMarketing, Landing Pages, Ads, Data, Media Spend,Mobile Marketing, Behavioral Targeting, Web site, SocialMonitoring, CommunityProduct TechnologyLocation, RFID, UGC, UsageMetrics, Community, BI MetricsResources UsedTotalMarketingOutputBase on Scott Brinker’s marketing technology stackInteractive shifts thewhole marketingtechnology stack up.
  13. 13. © 2013 SnapApp. 13Under the Hood:The Mechanics of Interactive Content
  14. 14. © 2013 SnapApp. 14Key Considerations1. Calls-to-Action• What are they now?• What are your goals?2. Actions• How to make them truly‘actionable’Hold These in Your Head
  15. 15. © 2013 SnapApp. 15Why Interactive Content WorksIt provides some sort of value Education Entertainment Utility It impacts behavior Creates a collaborative dialogue Satisfies fundamental human desires Competition, achievement, cognizance, etc.Content works because…
  16. 16. © 2013 SnapApp. 16Value is a Two-Part Equation:Users give youYou give usersTime + DataReal-Time Value
  17. 17. © 2013 SnapApp. 17Real-Time Results for UsersValue comes in many forms:“By actively answering questions/participating usersreceive specific result in real time”Users inputtime & data,and receivereal-time results.Users inputtime & data,and receivereal-time results.SpecialOffersExperienceInformationStatusRewards Entertainment
  18. 18. © 2013 SnapApp. 18Deeper, More Actionable Data & Intelligencefor Marketers Gentler, progressive approach tocollecting profile and lead data Richer, More Valuable UserExperiences Deeper, more actionable insights Shape engagements to learn whatyou need to know
  19. 19. © 2013 SnapApp. 19Deliver Experiences Where Users AreFacebook800 Millions accountsand growing—you needto be there and be active TwitterGo viral! Tap into yournetwork’s networkMobileReach the smart phoneaudience— that’s 50% ofthe mobile marketWebsite / BlogBring people to your siteand keep them thereGoogle PlusBump up your SEOresults with +1sEmailIs not dead—but you needto keep it interesting! Ad UnitMove beyond the staticbanner ad to somethingthat really worksLinkedInFast growing, relevantand targetedEngage with users where they already are
  20. 20. © 2013 SnapApp. 20Interactive Drives Deeper insights and Better ExperiencesChannelsInteractiveContentOutcomesDrive SalesSpark Conversation& Build AwarenessAmplify &Extend ReachCaptureActionableDataIncreaseEngagementBoostConversionsDisplaySocial adsMobileadsBlog &MobileWebsite/MicrositesEmailPollsContests &CompetitionsSpecialOffersDiagnosticsPromotions& GiveawaysAssessmentsKnowledgeTestsSurveys
  21. 21. © 2013 SnapApp. 21What’s the holdup?False Starts in Content Marketing
  22. 22. © 2013 SnapApp. 22If we know it works, why don’t people do it?Challenges that B2BContent Marketers FacePerceptionVsRealityPerceptionISRealityor,
  23. 23. © 2013 SnapApp. 23Even if you win the battle… Even when you canovercome the challenges,you arent convinced youare doing a great job Just 36% of B2B marketersbelieve they are effective atcontent marketingNobody is that humble
  24. 24. © 2013 SnapApp. 24We all agree there is room for improvementConfidence Gap Effectiveness Ratings ofTactics Among B2B Users
  25. 25. © 2013 SnapApp. 25The Hurdles Don’t Stop There…IT/ TechnologyBudgetPeople & Skills
  26. 26. © 2013 SnapApp. 26Extend & Expand Efforts & Investments Leverage existing investments CMS/WCM CRM Marketing Automation Extend capabilities Content seamlessly feeds your existing campaigns andprograms Creates additional, more actionable data
  27. 27. © 2013 SnapApp. 27Snapshots ofSuccess
  28. 28. © 2013 SnapApp. 28Create Brand Engagement | Rockwell AutomationCross-channel distributionto engage customers anddrive leads• Global campaign designed todrive engagement aroundmajor company event• Simultaneous deployment ofsame content across multipleplatforms• Lead data flows seamlesslyinto their marketingautomation platform
  29. 29. © 2013 SnapApp. 29Drive Software Downloads & Trials | WebrootCross-channel engagements todrive website traffic andsignups for free downloads• Multiple engagement typesdeployed initially on Facebook• Linkouts drive users to website –direct to more information or freetrial download• Leads captured on website beforedownloading free trial• All data integrated seamlessly intoEloqua
  30. 30. © 2013 SnapApp. 30Self-assessments to Drive Targeted Offers | DDIAssessments profile prospects anddrive targeted product suggestions• Unique DDI resourcerecommendations servedbased on assessment Q&A• Eloqua integration triggerstailored follow-up email• In-app links drive traffic tocontent on DDI website
  31. 31. © 2013 SnapApp. 31• Assessment test designed toqualify prospects• iPad giveaway used as draw andpromoted across site• Q&A information used in real-time to qualify prospect anddirect user to targetedwhitepaper download• All data flows seamlessly intomarketing databasePre-sales Qualification | ForescoutDrive Engagements forSpecific Shows & Newsletter Signup
  32. 32. © 2013 SnapApp. 32• QR code generated survey deployed atannual channel partner event• Q&A information used in real-time todefine respondent as particular funpersona• Personas promoted as fun aspect ofevent and tied to giveaways• Leadgen form gates result providingdetailed information on respondentCreate Buzz at Event | RSA
  33. 33. © 2013 SnapApp. 33Interactive in Action:PBS Sets a New Pace
  34. 34. © 2013 SnapApp. 34PBS Fundraising | Goals Generate leads to build their email and donor lists Create more holistic view of the user and gather morein-depth lead data Expand and improve the effectiveness of theirexisting marketing efforts Deepen relationships by matching subscribers to theirlocal PBS station Drive engagements for specific shows Drive 3,000 leads for each piece of content created
  35. 35. © 2013 SnapApp. 35PBS Fundraising | The Requirements Extensibility & flexibility Support immediate and future needs Multiple lead generation, nurturing and retention programs Leverage existing infrastructure Integrate with Eloqua marketing automation Cross-channel distribution Measurability & in-depth analytics Ability to test, measure, analyze and optimize campaigns Limited IT involvement
  36. 36. © 2013 SnapApp. 36PBS Fundraising | The SolutionCreate interactive content alignedto popular shows and major eventsCreate interactive content alignedto popular shows and major eventsDiagnostics Polls SurveysEmail Website
  37. 37. © 2013 SnapApp. 37
  38. 38. © 2013 SnapApp. 38PBS Fundraising | The Results Lead Acquisition & Cultivation 34k+ new leads Updated profiles of 5k existing contacts Matched 11k+ to local member stationsMore than132,000completions
  39. 39. © 2013 SnapApp. 39PBS Fundraising | The Results Engagement Personality tests (assessments/ diagnosticquizzes) generated the highest completion, leadform submission, and share rates PBS most engaging type of interactive content Improved email performance - quizzes amonghighest CTR Social Sharing Interactive content embedded inemails generated consistentlyhigher share rate Most social buzz, trafficgenerations and lead formcompletions when tied to specificcontent
  40. 40. © 2013 SnapApp. 40User FlowTakes QuizInputs InformationGets Quiz ResultsReceives Welcome EmailNewsletter/Cultivation
  41. 41. © 2013 SnapApp. 41Back-end FlowQuiz/App PromotionQuiz/App PromotionLead CollectionLead CollectionSnap App FeederSnap App FeederEloquaEloqua
  42. 42. © 2013 SnapApp. 42Quiz Promotion
  43. 43. © 2013 SnapApp. 43Lead CollectionTest Skip Option• Decreases leadgeneration• Increases goodwill
  44. 44. © 2013 SnapApp. 44SnapApp Feeder
  45. 45. © 2013 SnapApp. 45Eloqua
  46. 46. © 2013 SnapApp. 46Final Thoughts
  47. 47. © 2013 SnapApp. 47Key Takeaways & Success Factors In a new era of empowered customers, it is critical tocreate quality content that is relevant & provides value Interactive content is a tool not a project Identify existing marketing priorities/projects/events Map engagement types to each project/event based upon goal, channel, etc. View as part of the marketing mix for every promotion/event/program you arerunning You already have content – use it Identify personas and qualification questions Inventory existing assets - whitepapers, data-sheets, etc. Secure existing campaign graphics and artwork Define promotion plan Interactive content works, but it needs traffic Promote/deploy across paid, owned and earned channels
  48. 48. © 2013 SnapApp. 48Thank You!
  49. 49. © 2013 SnapApp. 49Questions?Seth Liebermanslieberman@snapapp.comblog.snapapp.com@Snap_Appwww.facebook/SnapAppMichelle Chaplinmlchaplin@pbs.org@michellecruns
  50. 50. © 2013 SnapApp. 50SnapApp Is Industrial Strength Marketing Create & Promote Choose from the broadest selection of content and app types. Complete customization of every aspect: look, feel & function. Promote content seamlessly & simultaneously across the web, mobile, social & email. Drive Results Convert: Collect leads, opt-ins, subscriptions, Likes, +1’s, Follows, Pins, etc. Increase: Time on site, unique traffic, page views and advertising revenues Drive: Conversation, buzz and referral traffic. Optimize & Learn Out-of-the box analytics show how your different content performs & converts bytype, by channel and in real time. Collect deep click stream and response data tied to each lead record for morequalified and complete profiles. Integrate with other your existing business tools & services to compliment yourexisting ecosystem.50

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