2) How charities can harness the power of personalisation - Emerging Digital Trends & Opportunities for Charities’
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*Talk from Code Computerlove's conference* David Sigerson of Sitecore’s Business Optimisation Services team demonstrates their new optimisation platform’s personalisation capabilities and explores how charities can use the service to optimise ROI.
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2) How charities can harness the power of personalisation - Emerging Digital Trends & Opportunities for Charities’
- 1. David Sigerson Sitecore Business Optimisation Services How charities can harness the power of Personalisation
- 2. The Experience How Sitecore enables personalisation Why Personalisation is needed and How to do it
- 4. The Age of the Customer 4
- 6. Regular Giving Volunteering Events Advocacy Shop Appeals
- 8. Regular Giving Volunteering Events Advocacy Shop Appeals CRM
- 9. Feedback from SitecoreCharity Roundtable 2014 9 Get into my circle of trust I need information Tell me a story Give me something back Don’t saturate me with suffering Make me feel at home
- 10. How Sitecore enables organisations to personalise
- 11. Sitecore Experience Platform – layer model
- 12. Problem: Data is spread across the organization Apps CRM Social Media Customer Support Website POS
- 13. Problem: Data is spread across the organization CRM Social Media Customer Support Website POS Apps
- 14. xDB was built specifically for Customer Experience data CRM Social Media Customer Support Website POS AppsxDB
- 15. This is the beginning…
- 16. Paint by Numbers Approach
- 17. The holy grail – your customer (Sitecore xDB) Social Connect Form Data Content Profiling ContactUnknown Customer Outcomes CRM CustomTabs
- 18. Why Personalisation is needed and How to do it
- 19. Average conversion lift by using personalization Source: The Realities of Online Personalization, eConsultancy April 2013
- 20. Insights – Perception of Personalization When consumers were asked to select which marketing channels were the most valuable for making purchasing decisions, they indicate personalization provides value. “Although virtually all companies surveyed consider website personalization (a new option for this year’s survey) to be valuable, only a fifth currently use it to improve conversion rates.” EconsultancyConversion Rate Optimization Report 2013 “74 percent get frustrated with websites when content, offers, ads, promotions, etc. appear that have nothing to do with their interests.” Harris Interactive, 2013US consumers 20
- 21. Mary Berry recipe for Personalisation Step 1 Don’t mess up the first interaction Step 2 Make the next interaction better by leveraging what you know Step 3 Repeat step 2
- 22. Two types of personalisation Promotional (convert) Operational (improve UX)
- 23. Full-on Personalization Does Not Look Completely Different
- 24. What does “We need more relevant content” actually mean?
- 25. “In reality, though, most of the time we don’t choose the best option—we choose the first reasonable option, a strategy known as satisficing.” Steve Krug, Don’t make meThink 25
- 26. 26 Is there clear purpose to your online experience? Do you puke options at the visitor? Does your homepage/landing page make it look like you don’t know what the visitor needs?
- 27. “It doesn’t matter how many times I have to click, as long as each click is a mindless, unambiguous choice.” Steve Krug, Don’t make meThink 27
- 28. Retain Acquire Purchase / Transaction Volume of customers Aid focus Support & Converse Identify needConvert Gain trust What are the actions your visitors are taking?
- 29. “It appears to be a feature of System 1 [fast, autonomous thinking] that cognitive ease is associated with good feelings.” Daniel Kahneman,Thinking Fast and Slow 29
- 31. To empower organizations to build the effective meaningful relationships that win customers for life
- 32. 32 If you want to learn more about improving donator experience via better personalisation… Email me: dvs@Sitecore.net www.Sitecore.net www.connecttheexperience.com
Editor's Notes
- Many organisations have multiple product teams (or silos) along with multiple communication channels They’re all competing for the same portfolio of time and money If you have several product teams all trying to marketing to the same donor, it’s going to quickly get overwhelming Almost 60% of existing donors said they were being bombarded with further appeals The user is going to start ignoring you You need to capture as much of their portfolio of time and money as possible Olive Cooke, 92, was bombarded with 260 letters a month asking for donations http://www.dailymail.co.uk/news/article-3107000/Olive-s-Law-force-charities-stop-hounding-pensioners-donations-suicide-Britain-s-oldest-popper-seller.html#ixzz3d7lH8ZDc
- A single view of a donor is imperative information not only from the different teams, but also from the donors themselves Without this you can’t hope to be able to ingest their views and preferences or communicate back out to them effectively You should be about to guess at a user’s value (pot) and known interests before marketing to them Log category, value, activities, et Ask them how they want you to talk to them Then you can start to be intelligent about communication from other teams: don’t hit them immediately with another appeal, or if you have to then at least acknowledge the fact they recently spent with you. Anticipating and asking Optimising for each channel – what message and format You could argue there is a further channel here – Justgiving Finally, what about THE PEOPLE YOU’RE HELPING Leadership Politics Who owns the communications? Time and skills
- 60-85% of people donate to a charity because a family member or friend does Social media 30% of inspirations 60% don’t trust it 5% of donations from it 16-24 year olds are turning away from FB & Twitter 1/3 of people ignore charity advertising But they’re twice as likely to follow you socially About 2/3 of users expect content to be positive, “fun” & engaging 65% of visitors to your website are information seekers You need to communicate your mission visually and simply (and on the homepage) People love reading about people A well written story is worth more than slick marketing spiel GIVE ME SOMETHING BACK Not just now but forever I need emotional satisfaction I also want to look good It’s about me, not you Up to 60% of donors feel bombarded I want you to anticipate my needs Make me feel at home And I’ll do your marketing for you
- [ CLICK TO SEE THE DIFFERENT USER JOURNEYS] The challenge is that we cant control all touchpoints, all the time. We cannot control the path the customer takes The focus must be to make sure that the touchpoints we can control is synchronized and that no matter where the customer enters the journey there is consistency and relevance all the way through. TALK ABOUT VALUE HERE Do you have one homepage for everyone? Do you have thousands of landing pages? How do you make things more personal? Who do you target and why?
- [ CLICK TO SEE THE DIFFERENT USER JOURNEYS] The challenge is that we cant control all touchpoints, all the time. We cannot control the path the customer takes The focus must be to make sure that the touchpoints we can control is synchronized and that no matter where the customer enters the journey there is consistency and relevance all the way through. TALK ABOUT VALUE HERE Do you have one homepage for everyone? Do you have thousands of landing pages? How do you make things more personal? Who do you target and why?
- [ CLICK TO SEE THE DIFFERENT USER JOURNEYS] The challenge is that we cant control all touchpoints, all the time. We cannot control the path the customer takes The focus must be to make sure that the touchpoints we can control is synchronized and that no matter where the customer enters the journey there is consistency and relevance all the way through. TALK ABOUT VALUE HERE Do you have one homepage for everyone? Do you have thousands of landing pages? How do you make things more personal? Who do you target and why?
- personalization is a big opportunity. Marketers want to use it but most are not. ---------------------------- Consumers indicate personalization provides value. But they also clearly can be turned off by personalization when it is not used in a sensible way. Marketers say personalization is critical to success. Chart to left: research conducted by data optimization vendor xplusone.com. http://www.marketingcharts.com/wp/online/marketers-value-personalization-of-the-web-experience-what-about-consumers-37772/ http://janrain.com/about/newsroom/press-releases/online-consumers-fed-up-with-irrelevant-content-on-favorite-websites-according-to-janrain-study/ http://www.marketingcharts.com/wp/interactive/consumers-say-they-want-more-relevant-website-experiences-35416/
- Simple 3 step recipe for customer loyalty
- We don’t pick the best options, we pick what looks relevant. Both psychology and linguistics have evidence to suggest we take the easy/effort less option. Because different people want different things, this means dynamically changing the experience for more relevant conversations. “the hearer/reader/audience will search for meaning in any given communication situation and having found meaning that fits their expectation of relevance, will stop processing” Wikipedia, Relevance Theory (Sperber & Wilson)
- Simple options are best. It doesn’t matter if its 5 clicks deep, as long as the journey was effortless
- Make people feel good by making things easy and you get loyalty.
- SA: When we think about a platform, and why Sitecore is building a platform, we need to go back to the beginning... Sitecore’s vision is to empower organizations to build the effective - meaningful relations - that win customers for life. That is what drives us, what forms what we need to do and how we need to evolve our products to be able to help our customers grow and build those relationships with their customers, that becomes a lifelong relationship.