CRM & Multi-Channel Marketing Theatre: Tying It All Together: Multi-channel marketing success
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This document discusses marketing challenges in a multi-channel environment and potential solutions. It notes that 93% of consumers are subscribers, 45% are fans, and 7% are followers on social media. However, companies often lack a common view of customers across channels. The document also discusses the need for connected online and offline experiences, relevance at scale through intelligent automation, and empowering customers through social media while managing large volumes of content. Key takeaways are that social followers are corporate assets, relationships must be nurtured, social followers are at the heart of social media, and social followers are easily distracted so engagement matters.
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CRM & Multi-Channel Marketing Theatre: Tying It All Together: Multi-channel marketing success
- 2. OVERVIEW Nick Evans Agenda Account Director •Introduction nevans@exacttarget.com •Subscribers Fans and Followers: UK @nevans110 consumers’ attitudes to brands on email, Facebook and Twitter •Multi-Channel Marketing Challenges and Solutions •Key Takeaways •Q&A
- 3. Apps/Push Notifications THE MARKETING (R)EVOLUTION Mobile Email SMS Group Texting Social DM Voice Marketing Mobile Email IM IM IM SMS + MMS Email Email Email IM Events Events Events Events Email Direct Mail Direct Mail Direct Mail Direct Mail Events Direct Mail Telephone Telephone Telephone Telephone Telephone <1990 1990s 1999 2000s 2012 TV TV TV TV TV Radio Radio Radio Radio Radio Print Print Print Print Print Display Display Display Display Display Website Cable TV Website Website Search Website Search Search Online Display Search Online Display Online Display Paid Search Online Display Paid Search Paid Search Landing Pages Microsites Landing Pages Landing Pages Online Video Microsites Microsites Affiliate Marketing Online Video Online Video Webinars Webinars Affiliate Marketing Blogs/ RSS Affiliate Marketing Webinars Podcasts Blogs Contextual Wikis RSS Social Networks Podcasts Mobile Web Contextual Behavioral Wikis Social Media & Ads Social Networks Virtual Worlds Mobile Web Widgets Twitter Mobile Apps
- 11. 45+% ARE FANS
- 16. 1.3%
- 17. 0.45%
- 26. CHALLENGE: No Common View of the Customer
- 27. Apps/Push Notifications THE MARKETING (R)EVOLUTION Mobile Email SMS Group Texting Social DM Voice Marketing Mobile Email IM IM IM SMS + MMS Email Email Email IM Events Events Events Events Email Direct Mail Direct Mail Direct Mail Direct Mail Events Direct Mail Telephone Telephone Telephone Telephone Telephone <1990 1990s 1999 2000s 2012 TV TV TV TV TV Radio Radio Radio Radio Radio Print Print Print Print Print Display Display Display Display Display Website Cable TV Website Website Search Website Search Search Online Display Search Online Display Online Display Paid Search Online Display Paid Search Paid Search Landing Pages Microsites Landing Pages Landing Pages Online Video Microsites Microsites Affiliate Marketing Online Video Online Video Webinars Webinars Affiliate Marketing Blogs/ RSS Affiliate Marketing Webinars Podcasts Blogs Contextual Wikis RSS Social Networks Podcasts Mobile Web Contextual Behavioral Wikis Social Media & Ads Social Networks Virtual Worlds Mobile Web Widgets Twitter Mobile Apps
- 28. SOLUTION: Multichannel Visibility for Cross Channel Content
- 29. CHALLENGE: Disconnected Online and Offline Experiences
- 31. CHALLENGE: Relevance at Scale
- 33. Automation = £$€
- 34. CHALLENGE: The Social Floodgates
- 36. SOLUTION: Empower Your Customers
- 37. Eyjafjallajökull
- 38. SOLUTION: Proactive Communication • Icelandair used CoTweet to communicate with customers during volcanic eruption • Multi-Channel strategy during volcanic crisis included: • Comprehensive, frequent updates updates via Twitter • News landing page publicised through Twitter • Conscious decision to send less email communication • Refrain from utilising other social networks
- 39. SOLUTION: Proactive Communication #AshTag
- 40. McDonald’s Fail
- 41. KEY TAKEAWAYS
- 44. SFFs ARE THE HEART OF SOCIAL MEDIA
- 45. SFFs ARE EASILY DISTRACTED
Editor's Notes
- Responsible for looking after our clients essentially. I own ExactTarget’s relationship with the clients I work on and am tasked with making sure they’re getting the most out of our software and services. I’ve been in the digital marketing space for around 5 years now, and before ExactTarget I worked in similar account management roles for two other large ESPs – Epsilon and eDialog. If you’re unfamiliar with ExactTarget, we’re a global leader in email marketing software, and increasingly so in cross channel marketing, tying together email, mobile, social and sites with our Interactive Marketing Hub. We have over 1,200 employees worldwide including over 100 here in London, and have just been rated a leader in the email space by Forrester in their latest email wave, a copy of which I have over at our stand should anyone want to have a look at it.
- The huge proliferation of marketing channels we’ve seen over the past 20 years. Marketers simply have a lot more on their plates, with the same budgets and the same resources. And the major challenge of course is tying all of these channels together. Your customers have a holistic view of you across all of these touch points, so it makes sense that you should have the same holistic view of them. That’s why we say that…
- Cross channel marketing is the future. And one of the harsh realties of this cross channel world is that the marketer has a lot less control than they did back in the 90s. Their brand is no longer what we tell consumers it is. In fact, to the contrary….
- So where are these conversations happening, and how can you influence them positively? Well that’s where our Subscribers Fans and Followers research comes in.
- SUBSCRIBERS, FANS, & FOLLOWERS is a series of in-depth research reports that explore how consumers engage with brands through three of the most talked about online channels - Email, Facebook, and Twitter.
- As you can see here, there are a number of reports in the series and all of them can be found at exacttarget.com/sff. For the next few slides I’ll be focusing on two newly released reports on the UK marketplace:
- The digital kingdom, which focuses on consumers’ motivations to interact with brands across email, facebook and twitter – as well as how they perceive their relationships with these brands And the social breakup, looking at how these relationships end.
- What is an email subscriber?
- People having an emotional attachment, higher than your average customer, so much so that they visibly want to be associated with you on Facebook. They’re an on demand audience that will be responsive to you, for free!
- follower is more ego driven, people want to be followed as well. It’s all about amplification. are you tweeting relevant things, are you retweeting fans when they tweet something relevant, are you responding quickly to customer service tweets?
- Comment on photos or videos Upload photos Post to forums Blog Comment on blogs Post ratings and reviews Comment on news Update their own site Upload articles Upload video Upload audio Post to wikis Sell online Post coupons These people are massive influencers! They create a lot of content that a lot more people are going to see online. And the final point there should be of particular interest to retailers – 48% of them post coupons online every month. At any rate, it’s always worth remembering why people are on social networks in the first place….
- But, as we’ve seen, 45% of UK consumers have “Liked” at least one company or brand on Facebook. QUESTION: what motivates UK consumers to connect with brands on Facebook?
- It seems that, although Facebook is generally a social channel, consumers are also looking for value. Also note that the companies consumers “ Like” on Facebook are less likely to be those they shop with on a regular basis— which calls into question the sincerity of their fandom. Discounts and promotions may not be the best way to interact with consumers on Facebook— a better tactic may be to encourage email subscriptions on your Facebook page, creating clear boundaries between those who want a meaningful cross-channel relationship and those who just want a deal. QUESTION – what percentage fans of brands on Facebook are actually engaging with those brands?
- Last month researchers for the Ehrenberg-Bass institute in Australia looked at this metric as a proportion of overall fan growth of the top 200 brands on Facebook over a six-week period back in October and they found the percentage of People Talking About This to overall fans to be 1.3%.
- If you subtract new likes, which only requires a click and in the minds of the researchers are akin to TV ratings, and isolate for more engaged forms of interaction, you're left within an even smaller number: 0.45%. That means less than half a percent of people who identify themselves as liking a brand actually bother to interact with any content around it. A possible reason for this?
- The act of “liking” a brand on Facebook doesn’t necessarily mean consumers wish to receive marketing communications from that brand. When asked Facebook users stated that, the “like” or “fan” a brand on Facebook as a way to show support of the company. It is important that marketers realize that this endorsement and means of personal expression isn’t an open invitation for delivery of marketing messages. Of course with email it’s more open and shut – permission is permission.
- Similar motivations to facebook, very offer based.
- It simply means that there’s no universal reason why consumers choose to engage with marketers like you on Twitter. As a result, Twitter usage is versatile and ever-changing, depending on your target audience and their personal motivations. because consumers’ motivations are so diverse, there’s truly no “right way” for brands to engage with their customers on Twitter. This is a challenge, but allows for more creativity. One thing is abundantly clear: consumers are looking for deeper insight into the personality of your brand, and they believe Twitter is the perfect place to get to know you.
- Top point shows people really do want info from twitter
- 10% due to design?! It’s important to understand why people disengage because of deliverability considerations – the more people disengage the worse their deliv will be at Hotmail, Gmail, Yahoo etc.
- Let me return to my previous slide to talk about the number of channels we’re dealing with here.
- The challenge for today’s marketer is to have a presence in all of these places – to create as many customer touch points as possible to increase brand awareness and the potential for conversions. This however brings a new and fundamental issue – making sure that the customer experience is consistent across all of these channels and that we’re recognising them as individuals as opposed to different customer IDs in disparate databases.
- An example of this in action comes from the States and a client of ours called Scotts – famous for Scott’s miracle grow – Americans like their grass green. Challenge : You’ll remember the Facebook engagement statistics earlier – clearly a key challenge for brands is how to maximise that initial like: how do we monetize social – maximise direct engagement with fans and followers and track conversion more effectively. Solution : Scotts “ thanks ” new “ fans ” on its Facebook page by inviting them to click on a link that enables the individual customer to download a bar-coded $5 coupon which can be used to purchase Scotts grass seed and fertilizer producs at retailers like Lowes, Walmart, and Home Depot. As a result, 50% of people who like Scotts on FB turn into an email subscriber (gain or win email subscribers) This data can is then be fed back into ET to be housed within the IMH – Social Engage for Facebook fans and ET email for the email application. The tool is designed to bring all the data you can integrate with ET – be it transactional, browsing behavior or profile data, and integrate it with the social, mobile and web channels, all with the campaign management capabilities of the calendar and real time reporting of pulse. Immediately you have added a new dimension to how you view these customers, enabling you to link together social and email campaigns using shared data from both channels.
- Caused by a gap in retailer’s knowledge of what’s happening online and offline. When it comes to interactive marketing, consumers’ offline shopping behavior deserves as much attention as their online shopping behavior
- Retailers can make quick ins by capturing information electronically at POS to use as follow-up and remarketing material later. This includes: Emailed receipts Reminder emails for unused coupons Customer satisfaction surveys given online rather than by phone via in-store receipts Apps that reward mobile subscribers with exclusive coupons and archived transaction information Essentially bringing online technology into the offline world. For example…eCommerce Tools. eCommerce products are not only useful online, but also within your brick and mortar stores in order to drive additional revenue. Here are a few of our favorites: 1. Recommendations – displaying recommendations at the check out counter so staff can upsell instore 2. QR Codes – a lot of UK retailers have been experimenting with this, including this John Lewis pop up virtual shop in Brighton. They can link to product reviews or demos to aid the purchase decision. And by tying interactive campaign results to online and offline analytics (and vice versa), you’ll have the right data to provide a realistic and complete marketing profile of customer metrics. You can leverage this to improve relevance and retention with your customers: 1. Custom Content 2. Rewards Programs
- Automation – dynamically populating content based on user preferences. The automation drives the conversion and increases the ROI because the content is more tailored to the end user. I also use this example in particular because there is also a significant cost saving by adopting the automation process. For Nike alone in the first year of the automation program they saved…
- @Nike MANUAL DEPLOYMENTS - $2,040,000.00 INTELlIGENT TEMPLATES - $270,000.00 $1.8m COST REDUCTION
- Customer service and marketing work closer in social media than arguably any channel. Here, your attempts to push content at customers and promote your carefully crafted brand image meet head on with wild customer complaints and the warts and all reality of your business. However, it’s also a place where your brand advocates can do some valuable, and very visible, word of mouth marketing on your behalf. That’s why it’s important to remember that…
- An excellent example of this in the retail context comes from Sainsbury’s….
- It all started with 3 year Lily Robinson’s note to Sainsbury’s This was posted to Facebook and garnered over 150,000 likes and was reposted 48,000 times. This resulted in Chris King, the customer service rep in question becoming an internet celebrity. It also resulted in a Facebook campaign for the bread to be officially rebranded, and it was a few weeks ago.
- Best practices used by Icelandair: Icelandair used appropriate hashtags for deliberate messaging during crisis Used this channel to point audience to the website for up to date information Kept the messaging personal and friendly Used appropriate handler for recognition and ease of find 1200 views on web page from 20 different countries – 2000 clicks on links in a few days
- McDonald’s intended to engage with real people and share stories about the restaurant. They tweeted “Meet some of the hard-working people dedicated to providing McDs with quality food every day #McDStories” and “When u make something w/pride, people can taste it.” “ And by ‘pride’ do you mean ‘eyeballs and ammonia’? Yeah, people can taste it, all right. #McDStories” “ #McDStories Paid for my food but almost left cause I was high and convinced that the workers called the cops and were using my food as bait.” A couple of my other favourites here: The animal rights group PETA also got involved, forcing McDonald’s to make denials such as this one
- Hugely valuable customers and prospects. They’re not only people for you to target with content…
- But it’s very important to nurture your relationships with them. Why? Because….
- They are hugely influential. A nice example here is the clean up after the riots last summer – entirely organised through social networks.
- But you’ve got to bear in mind that there’s a lot of content out there and SFF’s primary usage of social networks isn’t to follow your brand. Therefore….
- You’ve got to keep it engaging, regardless of the channel. Finally…