Marketing Finder-SDL-Online-Engagement

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Marketing Finder-SDL-Online-Engagement

  1. 1. Online Enagement The webinar will begin shortly Listen via your computer speakers or on the phone: UK: NEEDS NUMBER Access code: NEEDS ACCESS CODE Brought to you by In association with1
  2. 2. & Type question hereFollow the conversation on twitter: #hashtag
  3. 3. Today’s SpeakersOnline Engagement Andrew Gerrard Head of Social Business, Like Minds Nicola Meinders Marketing Director, SDL Tridion
  4. 4. Online EngagementKey Challenges, Opportunities and Actions Nicola Meinders Marketing Director, SDL Tridion
  5. 5. 5 steps to online engagement 1. Segment your audience 2. Personalise your message 3. Brand acceptance: maximise recall 4. Agility: Launch your campaign quickly and clearly 5. Leverage social media to start a conversation around all your key messages5
  6. 6. Why should we invest in online engagement? Financially: • Customer experience and loyalty are linked. • Better customer experience can be worth millions in annual revenue* • Developing brand equity, • Source = The business impact of customer expierence 2011. Forrester Research Inc. Logically: • Accessibility • Visibility • Time poverty • Claim your territory and expertise • Add value to your audience • Generate ideas and feedback6
  7. 7. 1: Segmentation Challenge Where to start? • Profitable persona segments • Time & research needed • e.g. Complexity of messaging Message credibility • Fake. • Message stretch • Frequency and tone Unsubscribe / disinterest7
  8. 8. 1: Segmentation Opportunity Start with personas needs Classify your prospects by potential value Automate wherever possible Draw a crowd with great content and a clear call to action.8
  9. 9. 1 : Segmentation Best practice & practical steps : • 1 message x 5 languages x 3 target audiences (at different stages in lifecycle) x2 a month ≈ 30 • 1 public webinars x invite (Week Before) x reminder (Day Before) x 5 languages = 10 • 1 customer newsletter = 1 • 1 partner newsletter = 1 • 2 partner education webinars x invite x reminder = 4 • + 1 Nurture Ad-Hoc Email in up to 5 languages • + testing subject lines etc • = 51 variations of emails sent a month on average9
  10. 10. 2: Personalize your message to a mass market Challenge WHERE TO START? Content required (research & cost effectively create) One home page but 20 messages? Traditional – one email to landing page => Now social media pull, they find you = unpredictable Plethora of content Multiple content sources Local market => global market10
  11. 11. 2: Personalize your message to a mass market Opportunity Metrics Upfront One Touch Campaigns Plan Ideal Customer Journey Review Lead History Right time – understand stage in sales cycle11
  12. 12. Best Practice & practical stepsMore than personalization technology – customer examples… Localization & Translation like HP… Purpose-driven Multichannel Experiences like the Mandarin Oriental Hotel Group or Scania… TargetGroup driven Branding like the 888 Holdings Group
  13. 13. 3:Brand acceptance : maximise personality and recall Challenge WHERE TO START? Budget? Local or global use? Social media – control your branding Reposition your branding?13
  14. 14. 3:Brand acceptance : maximise personality and recall Opportunity What is your branding strategy? Define your metrics? Start small or dive in? Which platforms work best?14
  15. 15. Brand acceptance : maximise personality and recall Best Practice & practical steps • Brand Personality • http://youtu.be/4-lGe5MnBlY • Understanding what you do & Recall. • http://www.sdl.com/en/wcm/solutions/global_wcm.asp • Personality & Recall • http://youtu.be/qg1ckCkm8YI15
  16. 16. 4: Agility : Launch your campaign in your markets quickly and clearly Challenge How to manage multiple messages, to multiple audiences, in multiple languages on multiple channels... How to align internally? Fewer staff, tighter budgets, shorter deadlines, increasing targets.16
  17. 17. 4: Agility : Launch your campaign in your markets quickly and clearly Opportunity & Best Practise Use a campaign template Agree deliverables well in advance Agree languages, channels, tools, Agree theme Draft a thorough brief Store message in one central point, which is re-used for all channels Flowchart your campaign Trust lasts longer than a quick sale.17
  18. 18. 5: Leverage social media to start a conversation around all your key messages Challenge Twitter – time poverty? ROI? Slideshare – competition? Confidence for Blogs Stalking? Irritating your friends? Trust lasts longer than a quick sale.18
  19. 19. 5: Leverage social media to start a conversation around all your key messages Best Practices & practical steps Listen and encourage communication Respond timely Leverage your email signature Foster a community of social media users Set simple & clear groundrules19
  20. 20. 5: Leverage social media to start a conversation around all your key messages Best Practice & practical steps – Old Spice response case study – http://youtu.be/fD1WqPGn5Ag – Tippex – http://youtu.be/4ba1BqJ4S2M – Mini Getaway Stockholm – http://youtu.be/UrMtpzynL6I20
  21. 21. Nicola Meinders:, EMEA APAC Marketing Director,You Tube: SDL TridionTwitter: @SDLTridionFacebook: SDL Tridion www.sdl.com/wcm Solutions tab – 6 videos SDL.com – customers tab : HP, LG... Copyright © 2008-2012 SDL plc. All rights reserved.. All company names, brand names, trademarks, service marks, images and logos are the property of their respective owners. This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or distributed except as authorised by SDL.
  22. 22. Your QuestionsOnline Engagement Andrew Gerrard Head of Social Business, Like Minds Nicola Meinders Marketing Director, SDL Tridion
  23. 23. Reasonsto fill out the exit survey
  24. 24. 3 Reasons to fill out the exit surveyReason 1You can request the FREE paper:‘Generate Leads with Social Media Strategy:6 Steps to Filling Up Your Sales Funnel’
  25. 25. 3 Reasons to fill out the exit surveyReason 1You can request the FREE paper:‘Generate Leads with Social Media Strategy:6 Steps to Filling Up Your Sales Funnel’Reason 2You can request a FREE trial of GoToWebinar
  26. 26. 3 Reasons to fill out the exit surveyReason 1You can request the FREE paper:‘Generate Leads with Social Media Strategy:6 Steps to Filling Up Your Sales Funnel’Reason 2You can request a FREE trial of GoToWebinarReason 3You can provide us with your feedback
  27. 27. 3 Reasons to fill out the exit surveyReason 1You can request the FREE paper:‘Generate Leads with Social Media Strategy:6 Steps to Filling Up Your Sales Funnel’Reason 2You can request a FREE trial of GoToWebinarReason 3You can provide us with your feedback “GoToWebinar offered a range of functions to enable interactive learning that could fully engage participants in an effective and enjoyable experience.” Mike Booth Cable&Wireless Worldwide www.cw.com
  28. 28. Don’t ForgetThank Youreview your marketing suppliers Drives DemandCreate Memorable Content thatmarketingfinder.co.ukReview now, and get afree mp3 of your choicefrom amazon.co.uk Brought to you by In association with www.marketingfinder.co.uk www.gotowebinar.co.uk info@marketingfinder.co.uk uk@citrixonline.com
  29. 29. Thank YouGet more free downloads and content atmarketingfinder.co.uk/downloadsBrought to you by In association withwww.marketingfinder.co.uk www.gotowebinar.co.ukinfo@marketingfinder.co.uk uk@citrixonline.com

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