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Driving Engagement & Income with Customer Journeys

  1. Page 1 Driving Engagement & Income through Customer Journeys Mags Rivett, Head of Marketing & Digital Purple Vision @purple_vision @magsrivett
  2. Page 2 If you were given 20,000 email addresses and asked to engage the individuals behind them, where would you start? We'll share an approach to help you start to build customer journeys into your work plan - using low, medium or high tech tools - to reap the rewards of increased engagement, personalisation and income.
  3. Introducing Purple Vision 2003 2010 2016  Independent Technology Advice, Signposting & HealthCheck  CRM (Salesforce) Databases (RE, ThankQ etc)  Digital  Data, Analytics & Insight
  4. Charities of all sizes & focus InternationalProfessional, Membership & Regulatory
  5. • The clients challenge • The approach we developed • - start to think journey • - why we bother • - tools to manage and build journeys • - the people factor • If there’s time: • Create a playbook to share What we’ll cover today
  6. Clients challenge
  7. Start to think journey
  8. Page 9Page 9 Membership Mentoring News Campaigns Fundraising Resources Multi- channel Multi/Device Responsive Training, Conference, Seminar Networking Personal or tailored WhatyousellortellYour audience expects When and how I want it About me Managing audience expectations
  9. Page 10Page 10 Shift in thinking …
  10. Page 11Page 11 t t t t t Social Mobile Web Physical Direct Mail/print Ads Involve
  11. Page 12Page 12 Where to start? Basic Complex • Simple and easy to complete • Typically with one channel Eg: Thanks for signing up to the e-newsletter • Learning – data gathering & joining dots • Frequently still one channel Eg – different asks in direct mail letters based on donation size Developing • If this then that rules - triggers • Dynamic content on web & email (changes based on behaviour and interest) • Integrating multi channels and multi devices
  12. Learn + Observe + Ask + Listen + Watch Develop + Content + Messaging + Understand Behaviour + Response Test & Listen + A vs B vs C + If x, then y … + Timing Transition + named to known + transactional to engaged + engaged to committed Step process
  13. Page 14Page 14 Registration Emily sees a picture of a giraffe on Facebook that was shared by a friend. Emily comments on her friends share, and Likes our page. Example
  14. Page 15Page 15 Develop Registration We send a personal invite to Emily to sign up for the newsletter – there’s an article about the giraffe she saw on FB. Emily registers for our newsletter providing her email address. Emily’s registration triggers a series of welcome emails. What she clicks on helps us start to identify her interests.
  15. … engage … income … Multi-channel experience Emily visits Giraffe Aid website looking for information about giraffes after liking us on Facebook and signing up to the newsletter. Building knowledge She downloads the Giraffe Aid Workbook from the website – filling in more details (first name, last name, location) Developing Engagement Emily visits the online shop and saves Giraffe’s Rock t-shirt in the basket. But doesn’t buy. Prompts an email. Customer Support Emily’s ordered the wrong size. We help her sort it out – our system triggers not to ask for shop feedback until this is resolved First Purchase Emily returns to the site to buy the T-shirt she wanted. She also makes a donation via the shop. Deepening Engagement Emily asks us about sponsoring a giraffe after watching the video. We reply with our sponsor pack – she clicked on several things on the website which show us which projects may be more interesting to Emily. Regular Giver Emily sponsors Jemima Giraffe via monthly direct debit, and receives regular email updates. Every now and then our Rangers text an ‘in the field’ photo, too. We know these help to keep Emily engaged as she always opens them and responds. Engaged Advocate Emily regularly posts on social media about Jemina Giraffe, and even takes some selfies for us wearing her Giraffe’s Rock T- shirt on holiday. She’s bought Xmas cards from the shop and also sponsored a giraffe for her nephews birthday. Saying thank you We sent Emily a thank you for the donation and invited her to watch a video about how her donation has helped. We know she’s visited before so tailor the content to match interests..
  16. Why bother ?
  17. • Improves click-thru by •14% • Improves conversion by •10% Personalisation … Source: Return Path - Email
  18. • Higher open rates for segmented content vs undifferentiated content •+ 30% Differentiated content
  19. Journeys are strongly correlated with outcomes + 36% customer satisfactio n + 19% more likely to renew or stay + 28% more willing to recommen d +33% Less likely to cancel or churn McKinsey & Company From Moments to Journeys (2014)
  20. 63% open rate to welcome email sent to all new donors 54% open rate to a welcome programme Marketing Automation trial for new donors 62% all existing donors use a mobile device to open their emails Split test on responsive templates vs standard template
  21. Tools to help
  22. CRM EPOS WWW ? ? Single Customer View 360 Data Data DataData Data EMAIL Create a seamless experience Mobile – pull & push SOCIAL WEB ADS
  23. • A broad plan – what’s the journey? (pen and paper) • Content planner (calendar) • Something to say for yourself (content, images, web) • Tools for delivering messages (email, website, social) • Analyse results, build next content (pen, paper – spreadsheet?) • Reminders (calendar) to trigger next steps • Evidence of success will help build the business case for tech The low tech approach
  24. Page 29Page 29 Downloads App or Resource Welcome Email Triggered Follows us on social media Opts out of welcome series Receives more about subject A Clicks on article A Shows interest in event Likes & Shares Attends Event Multi-channel & multi-device • Email – Desktop or Mobile • Offline – Events • Social – media & engagement • Web – landing pages for events?
  25. The people factor
  26. SegmentationSearchfor Commonality 1:1personal UnknownKnown Shift in thinking
  27. • Change in the way you’ve been working • Needs commitment, thought and tenacity • Try, try, try again – prepare to ‘fail a few’ • Learn, listen and engage • Think differently Journeys are a game-changer
  28. What’s your challenge?
  29. Everyone’s challenge starts somewhere different: ►engage? ►give more? ►attend events? ►give contact details? (add, phone, email) ►sign up via web? ►? What’s your challenge
  30. What content do you have?
  31. Examples – Simple Trigger: Registered for conference via email Goal: Download app to pre- register for side trips & sessions Email Thanks for signing up. Download the app to register for side trips: • Linky 1 • Linky 2 • Linky 3 Link to app Email Note you haven’t yet registered for the side trips. Download the app – supply SMS for direct link to your phone. 7 days Email Don’t want the app? Register via email for your side trips. Other benefits of app – final push etc … 7 days Event Registration Data • Email address Goal • App • Gather SMS permission Channel Email
  32. @purple_vision Send me an email or give me your card to receive copies of the slides with bonus journey features – you’ll also receive the Play Book when it’s ready. Thank you!
  33. Bonus bits!
  34. Learn + Observe + Ask + Personalise Understand + Content + Behaviour + Response Test & Listen + A vs B vs C + If x, then y … + Timing Transition + named to known + transactional to engaged + engaged to committed Steps to build personal journeys
  35. Learn + Observe + Ask + Personalise Learn • What do we know already? [name, location, interest?] • What can we find out quite easily? [ask! observe – analytics, how did they find out about us?] • What are they interested in? [what do they click on in emails?] • How can I use that information to start to personalise their experience?
  36. Understand Understand + Content + Behaviour + Response • What content gains comments, likes or clicks? • Am I more likely to get comments to articles about this subject via Facebook, or via blogs? • When do people engage with us – time of day? When we post on certain topics? This plus basic learning is the start of building customer profiles – groups or segments.
  37. Test and Listen Test and Learn + A vs B vs C + If x, then y … + Timing + Content + Behaviour + Response • Do I get a better response with this subject line, or that one? [A/B split] • ITTT logic rules – if this, then that …[if a customer opens and clicks on this link, the next email will contain.., if they don’t then ….] • Testing is the key! Apply the learning to your groups or segments
  38. Transition Predict + named to known + transactional to engaged + engaged to committed • So now we know a name, where they are, what they read and react to and when … they are known and not anonymous. • They’ve moved from being one click transactions – book this event – to an engaged audience, with interest in what we have to say … • An engaged audience is more likely to commit – to participate, to donate, to share our vision … • Listen, test, refine to achieve transition
  39. Example Journey trigger points • Events & Seminars • Training • Fundraising Events • Email sign up • Membership • Fundraising/Shop Sales • Social Engagement • Donation thank you • Donor nurturing
  40. Tools Email Social Media Web Mobile Creative Email Ads Predictive Intelligence Push notification Ads Open Sponsored Posts Banner Ads Beacons & Bluetooth Contests Forward Posts Landing Pages Apps Quiz Click thru Shared content Blog posts SMS message Surveys Call
  41. Pitfalls in building online journeys
  42. • If it ain’t broke, don’t fix it: a lot of people in organisations still don’t see the harm in ‘batch & blast’ … • Think of it as customer-driven engagement or the search for commonality rather than personalisation. That’s may explain it better for some. • Drill down and build profiles based on data and behaviour, not assumptions and your internal history. • Integrated systems are your friend. You can do it without high tech tools though – just have to be very organised! • To get hold of the awesome tech you may need to prove you need it with a business case. So just start doing something to see if it works, and to build the business case and evidence for investment.
  43. • Evolution not revolution - It is not always easy, so small, simple steps are by far the best approach. • Requires attention - this is continuous innovation in real life. A new way of working. • Preparation is key – of course. Focus on where you can start, build out a few, then add some more. Take time to draw out your tools and resources, data sources and triggers. • Map out potential journeys and look for ways to automate to save admin time so you can reinvest it in building on journeys.
  44. Page 51Page 51 Balancing Act Your Org Customer Time Interest Trust Content Insight Data
  45. Page 52Page 52 Videos that help explain automation and journey building • The one that explains it all – why, and how: • • Salesforce Marketing Cloud: • • Non Profit example– Donors Choose: • • Why you need tech to help get it right:
  46. Page 53Page 53 Purple Vision Resources • Purple Vision whitepapers and playbooks • • Membership Journeys Playbook • • This presentation and others we have given in the past: • – without the bonus bits!

Editor's Notes

  1. Enter email to download App Complexity about who ‘owns’ the communication chain (version, language, country) 1 country, 1 version only – average 20,000 emails per month What to do with them to steward engagement and ultimately fundraising
  2. Strrategy
  3. Omni channel
  4. Improving performance along each step of this journey will have material impact on NTO’s bottom line.
  5. The first is the “why” we need to do this.
  6. And last, you need to be able to measure the impact of every interaction on your business so you can see what is working, and what isn’t, thereby empowering you to optimize your strategy and tactical plans in real-time.
  7. And last, you need to be able to measure the impact of every interaction on your business so you can see what is working, and what isn’t, thereby empowering you to optimize your strategy and tactical plans in real-time.