![STAGE ACQUIRE ONBOARD ENGAGE
on·board [awn-bohrd]
why: to make new members feel like they’re
part of the family, getting the inside scoop on
each and everything your brand has to offer.
RETAIN](https://image.slidesharecdn.com/week3-engage-sharing-140804005455-phpapp01/85/Masterclass-Week-3-Engagement-3-320.jpg)
![STAGE ACQUIRE ONBOARD ENGAGE
en·gage [en-geyj]
why: to keep your subscribers happy and
interested in your brand by providing what they
want, when they want it, and via what channel.
RETAIN](https://image.slidesharecdn.com/week3-engage-sharing-140804005455-phpapp01/85/Masterclass-Week-3-Engagement-4-320.jpg)
Masterclass: Week 3 Engagement
- 1. Customer Journey: Masterclass Strategiesto create ‘Engaged’ customers Billy Loizou Creative Strategist @billyloizou #ETmasterclass
- 2. 1. From Melbourne 2.Love: • Coffee • Hiking • Basketball • Willow 3. Obsessed: • Simplicity • Customer Experience • Technology Meet Billy
- 3. STAGE ACQUIRE ONBOARDENGAGE on·board [awn-bohrd] why: to make new members feel like they’re part of the family, getting the inside scoop on each and everything your brand has to offer. RETAIN
- 4. STAGE ACQUIRE ONBOARDENGAGE en·gage [en-geyj] why: to keep your subscribers happy and interested in your brand by providing what they want, when they want it, and via what channel. RETAIN
- 5.
- 6. Website Acquisition Social Acquisition Welcome Series Refer aFriend Educational Series Newsletter Promotional Post-Purchase: Next best offer Birthday Wish list / Back in stock Abandoned Cart Program Loyalty Reengagement Winback SMS Acquisition
- 7. How do we engageour customers?
- 8. Delivering the rightmessage at the right time via the right channel…
- 9. <1990 1990s Events Direct Mail Telephone 19992000s 2013 TV Radio Print Display IM Email Events Direct Mail Telephone TV Radio Print Display Cable TV Website Search Online Display TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliate Marketing Mobile Email SMS IM Email Events Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Contextual Wikis Social Networks Mobile Web Apps/Push Notifications Group Texting Social DM Voice Marketing Mobile Email SMS + MMS IM Events Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs/ RSS Podcasts Contextual Wikis Social Networks Mobile Web Behavioral Social Media & Ads Virtual Worlds Widgets Twitter Mobile Apps Geolocation IM Email Events Direct Mail Telephone Marketing (R)Evolution
- 11. The Global MobileReality 2005 2013
- 12. 5 Billion Smartphones Your FavouriteApp Every consumer is now a customer Web/Search Social SMS Email Connected Devices Transport They are already cross-channel Mobile is a way of life
- 13. 5 Billion Smartphones Your FavouriteApp Every consumer is now a customer Web/Search Social SMS Email Connected Devices Transport They are already cross-channel Mobile is a way of life What is the first thing you do when you wake up?
- 14. Blurring the linesbetween the digital and physical world…
- 15. I want youto remember 3 things…
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- 17. 89% of customers leave abrand due to bad customer service. Source: 2014 State of Marketing
- 18. How we canprovide an impeccable service?
- 19.
- 20. 61% of marketers are focusingtheir spend on data & analytics. Source: 2014 State of Marketing
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- 23. 45% of email opens arenow coming from a mobile device or tablet. Source: 2014 State of Marketing
- 24. What channels work bestfor your business?
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- 27. Remember Sally.… The last thingshe did was buy a dress and receive a welcome email from glue store onboarding her to the brand.
- 28. What Happens Next? Sallyhas purchased her skirt in store and also received her welcome email from Glue Store. A few days later she receives an email with some great new outfits and a top that will match her skirt. “OMG Sally, we found some amazing tops that will match your skirt, receive free delivery and 30% off. Offer expires this weekend so hurry.” ContactInbox (1) 100%ET 9:41 AM HI SALLY, Complete the set > Winter fashion tips > This winter look is bold, simple and classic. Learn some styling tips from our experts and complete the set. Match your skirt with these tops.
- 29. Personalised Hero Offer Relevant discounts Wisdom of thecrowd BACK IN STOCKADD TO CART Receive an alert when it’s back in stock SUBMIT
- 30. Back in StockAlert Sally receives an SMS from Glue Store a week after her online browse. The SMS let’s Sally know the top she was after is now back in stock in size ‘S.’ Sally quickly clicks through to site and buys the top straight away using her 30% off voucher. ContactGlue StoreMessages Hi Sally, the ‘leatherette top’ size small in black is now back in stock. Hurry before it sells out again http://bitly.com Text Message Send 100%ET 9:41 AM
- 31. Delivery Notification The deliveryfrom Glue Store is super quick. Within 48 hours Sally receives an SMS telling her to expect her parcel today between 1-2pm. The parcels arrive right on time however Sally is stuck in traffic and can’t make it home in time. Unfortunately by the time she gets home to parcel isn’t there…however… ContactGlue StoreMessages Hi Sally, the ‘leatherette top’ in black is now back in stock. Hurry before it sells out again http://bitly Text Message Send 100%ET 9:41 AM Your parcel will be delivered today between 1-2pm. Enjoy it! From Glue Store
- 32. Delivery Update Sally receivesan email from Glue Store saying “Sorry we missed you.” The email has all the details Sally needs: • Local post office • Map from her house • Opening Hours • Contact Details • Download the app She heads over straight away and picks up the parcel. Sally is extremely happy!! ContactInbox (1) 100%ET 9:41 AM Download the app > “SORRY WE MISSED YOU” Post office info > Your parcel has been delivered to your local post office. The opening hours can be found below. HI SALLY,
- 33. Sally’s current customerjourney Post-Purchase Series Personalised Website Back in Stock Alert Delivery Update Delivery Notification
- 34. Post Purchase Best Practices •E-Receipt • Educate • Cross Sell / Up Sell • SMS Opt-in (delivery) • Rate & Review ContactInbox (1) 100%ET 9:41 AM HI SALLY, Complete the set > Winter fashion tips > This winter look is bold, simple and classic. Learn some styling tips from our experts and complete the set. Match your skirt with these tops.
- 35. Post Purchase Examples Cross-Sell/UpsellProduct Review 2 days after purchase Thank consumer for purchase and suggest other products they might be interested in. 10 days after purchase Invite consumer to share their experience with the product Product Placement Cross Sell Hero Local Store Loyalty Pre header 30% Open Rate 28% Open Rate
- 36. Remember Ben.… The last thinghe did was book an appointment with his local branch to discuss a student loan!
- 37. Appointment Reminder On themorning of the appointment Ben receives another reminder from Commonwealth Bank. The sms is sent to Ben 2 hours before the appointment and also includes a link to a map on the location. Ben clicks through and realises it is only a few minutes from where he lives. ContactCommonwealthMessages Hi Ben, Friendly reminder about your 3pm appointment today. View the location Text Message Send 100%ET 9:41 AM
- 38. Contact edit LocalStore Store: Commonwealth Chadstone Open Hours: Mon – Fri: 9-9 Sat – Sun: 10-5 03 9806 78095 edit First: Ben Last: Morris Email: benmorris@hotmail.com Phone: 0417 854 945 Address: 1/19 Wangarria St State: Melbourne Postcode: 3148 Channels Next Best Offers Student Loan Youth & Student Mobile SMS
- 39. Affinity Graph Student Loan Male Planning Everyday Account Job Start Youth& Student MOBILE SMS Credit Cards Competition Cricket Australia Student Loans
- 40.
- 41. No Conversion Ben hasa great experience in store with Angela. He is extremely engaged with Commonwealth Bank but due to being nervous around taking out his first loan, he decides to go home and have a think about it. For Commonwealth Bank they now have a much better understanding of how they can help Ben, they can now reach out to him at a later date to reconnect on the loan option. Ben decides to concentrate on his exams!
- 42. Ben’s current customerjourney Appointment reminder Customer profiling In Store Appointment No Conversion Guided Selling
- 43. Remember Tracey.… The last thingshe did was fill out her preferences on the Mashable website and download the mobile app.
- 44. Follow the story Tracyis back on the Mashable website browsing all the latest tech news. By surprise another iPhone 6 article grabs her attention. She is on the edge of her seat with anything Apple. She decides to “Follow Apple” which means any story Apple related will be emailed and pushed directly to her. FOLLOW APPLE
- 45. Mobile Push The nextday on the train to work Tracy receives a push notification on her phone from the Mashable app. Now that Tracy has informed Mashable she wants to follow any stories around Apple, her push notifications have become more frequent and personalised. Tracy now starts to share most of these articles with Linked In and Facebook as her friends and colleagues are also nerds. ♫Music 7 Calenda r Thursday Twitter CameraPhotos Mashable Apple have patented a new concept called iTime, fans are going wild to find out more. READ NOW 9:41 AM 100%ET
- 46. Relevant Emails Tracy’s receivesher standard 6:00pm Friday night tech roll up email. She changed her preferences so she can receive the most of the weeks news on her way home on a Friday night. The articles she has read are removed from the email, so we aren't doubling up on things she has read. This email also gives Tracy a influencer offer due to all her content sharing. ContactInbox (1) 100%ET 9:41 AM “YOU ARE AN INFLUENCER” Register for the Event > More news > You have reached a high influencer status, come to one of our tech trends events this week – free of charge!
- 47. Tracey’s current customerjourney Follow Story Push Notification Sharing Articles Reached High Influencer Status Relevant Email/Event Tech Trends Event
- 48. Learn Today. Execute Tomorrow. EmailBest Practice Start optimising your subject lines, creative and content. Measure their effectiveness across your programs using A/B testing.
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- 51. Optimized Design Non-optimizedDesign If an email is created primarily with images, it will not display effectively when images are blocked. HTML text in web safe fonts Main call-to-action in prime placement Designed with image-blocking and preview pane viewing in mind. Background colors add visual interest and a prompt that images are not displaying
- 53. A Bad MobileExperience
- 54. Responsive Email: @MediaBasics Resize, Restyle, Remove
- 58. Engagement Takeaways • Provide agreat service • Determine what loyalty looks like… • Find the channels that work for your business
- 59. Engagement Takeaways • CURVE • Resize,Restyle, Remove • Test, Test, Test • Always be relevant
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- 61. Next Week: RetentionStrategies Karli Amber Smith will teach you how retain existing customers and prevent them from becoming un-engaged, through targeted re-engagement + win-back strategies.