crm & multi-channel theatre: driving sales performance through online engagement
TRANSCRIPT
Sponsored by: Organised by:
Driving Sales Performance Through Online Engagement
Dan Kelly - Corporate Rewards
Sponsored by: Organised by:
Smarter Marketing - Accelerating Your 2012 Marketing ROI through CRM: Identifying,
targeting, engaging and measuring - in the Cloud or on-premise
Justin Mahon – Sage CRM
Sponsored by: Organised by:
Tying It All Together: Multi-channel marketing success
Nick Evans – Exact Target
OVERVIEW
Nick EvansAccount [email protected]@nevans110
Agenda•Introduction
•Subscribers Fans and Followers: UK consumers’ attitudes to brands on email, Facebook and Twitter
•Multi-Channel Marketing Challenges and Solutions
•Key Takeaways
•Q&A
<1990<1990 1990s1990s
EventsDirect MailTelephone
19991999 2000s2000s 20122012TVRadioPrintDisplay
IMEmailEventsDirect MailTelephone
TVRadioPrintDisplayCable TVWebsiteSearchOnline Display
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing
Mobile EmailSMSIMEmailEventsDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsContextualWikisSocial NetworksMobile Web
Apps/Push NotificationsGroup TextingSocial DMVoice MarketingMobile EmailSMS + MMSIM EmailEventsDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogs/ RSSPodcastsContextual WikisSocial NetworksMobile WebBehavioral Social Media & AdsVirtual WorldsWidgetsTwitterMobile AppsGeolocationVirtual Events
THE MARKETING (R)EVOLUTIONIMEmailEventsDirect MailTelephone
www.exacttarget.com/sff
93% ARE SUBSCRIBERS
45+% ARE FANS
7+% ARE FOLLOWERS
1.3%
0.45%
MULTICHANNEL CHALLENGES
CHALLENGE: No Common View of the Customer
<1990<1990 1990s1990s
EventsDirect MailTelephone
19991999 2000s2000s 20122012TVRadioPrintDisplay
IMEmailEventsDirect MailTelephone
TVRadioPrintDisplayCable TVWebsiteSearchOnline Display
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing
Mobile EmailSMSIMEmailEventsDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsContextualWikisSocial NetworksMobile Web
Apps/Push NotificationsGroup TextingSocial DMVoice MarketingMobile EmailSMS + MMSIM EmailEventsDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogs/ RSSPodcastsContextual WikisSocial NetworksMobile WebBehavioral Social Media & AdsVirtual WorldsWidgetsTwitterMobile AppsGeolocationVirtual Events
THE MARKETING (R)EVOLUTIONIMEmailEventsDirect MailTelephone
SOLUTION: Multichannel Visibility for Cross Channel Content
CHALLENGE: Disconnected Online and Offline Experiences
SOLUTION: Intelligent Integrations
CHALLENGE: Relevance at Scale
SOLUTION: Intelligent Automation
Automation = £$€
CHALLENGE: The Social Floodgates
SOLUTION: Empower Your Customers
Eyjafjallajökull
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
SOLUTION: Proactive Communication
#AshTag
McDonald’s Fail
KEY TAKEAWAYS
SFFs ARE SFFs ARE CORPORATE CORPORATE ASSETSASSETS
RELATIONSHIPS MUST RELATIONSHIPS MUST BE NURTUREDBE NURTURED
SFFs ARE THE HEART SFFs ARE THE HEART OF SOCIAL MEDIAOF SOCIAL MEDIA
SFFs ARE EASILY SFFs ARE EASILY DISTRACTEDDISTRACTED
SO…SO…ENGAGEMENTENGAGEMENTMATTERSMATTERS
Sponsored by: Organised by:
Back to Basics CRM - Communicate. Collaborate. Compete. How CRM supports mid-market companies … a series of customer tales
& a discussion of trends for businessDavid Beard – Sage UK
Sponsored by: Organised by:
The Secret Sauce to Sales and Marketing Alignment
Fergus Gloster - Marketo EMEA Ltd
Sponsored by: Organised by:
easyJet “The web's favourite airline" gets personal with web personalisation
Andrew Davies - True Clarity