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Personalized multichannel in digital world_B
1.
Personalized Multichannel Marketing
in a Digital World Fuji Xerox Singapore September 23, 2010 fanatic@f5dc.com +65 9111 6849 WWW.F5DC.COM
2.
Agenda
Session Title Duration A Multichannel Marketing 60 minutes Break 10 minutes B 1:1 Experience 60 minutes Break 10 minutes C Measurement 60 minutes Break 10 minutes D Hands-on exercise 30 minutes E Workshop Summary 10 minutes © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
3.
1:1 Experience
How do you approach them as a whole package to leverage on the combined benefits? How to properly prepare and plan roadmap, product introduction, competition landscapes etc. What is Transpromo The approach of XMPIE and Ignite Agency Sample campaigns to illustrate the capability and potentials of personalized multi-channel campaigns. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
4.
"If you always
do what you always did, you always get what you always got.” - Anonymous © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
5.
Personalize ? Multichannel ? ©
F5DC 2010 all rights limited, reproduction forbidden without approval
6.
© F5DC 2010
all rights limited, reproduction forbidden without approval WWW.F5DC.COM
7.
© F5DC 2010
all rights limited, reproduction forbidden without approval WWW.F5DC.COM
8.
© F5DC 2010
all rights limited, reproduction forbidden without approval WWW.F5DC.COM
9.
© F5DC 2010
all rights limited, reproduction forbidden without approval WWW.F5DC.COM
10.
© F5DC 2010
all rights limited, reproduction forbidden without approval WWW.F5DC.COM
11.
© F5DC 2010
all rights limited, reproduction forbidden without approval WWW.F5DC.COM
12.
© F5DC 2010
all rights limited, reproduction forbidden without approval WWW.F5DC.COM
13.
© F5DC 2010
all rights limited, reproduction forbidden without approval WWW.F5DC.COM
14.
To do some
proper campaign Need Each with Learn multiple specific how to use media purpose them © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
15.
2010 engagement paradigm
Always start from the consumer needs consumer is the center of strategy consumer strategy is the center of the tactics strategy tactics innovation tactics is the center of the innovation © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
16.
From Consumer, Engage
and Talk ! Activation Engagement Conversion Website Up sales Social Media X sales Offline Database Discussions Social Media Forums Blogs © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
17.
Engage Consumer into
a personalize journey through multiple touch points Using the new media and traditional media to support the engagement © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
18.
Example of a
potential integration Corporate site Roadshow Product information New product presentation Assets Capture information and recruit prospects Campaign site Link with the roadshow and product information First engagement, try to convince me Facebook Google Search Twitter Radio Emotional link Generate traffic Instant promotion Contest Discussion Engage to roadshow Latest offer Push to roadshow Quick Fix PR Print Campaign Apps Result of contest Main product push Mobile connection (if needed) Press relay Link to website Side angle for attraction © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
19.
How to link
the offline roadshow to online? Corporate Site Online Road Show Offline Good as Main access point Good for official information Need to reflect campaign Consumer Campaign Site Online Social Media Online Main information on campaign Engagement platform Main HUB to link to all Recruitment platform Interactive and dynamic BUT indirect © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
20.
Strategy
Phase 1 Phase 2 Phase 3 Engagement Retention Conversion Music engagement Philips.com campaign site Offline Philips catalog product Online Communities Personal account © F5DC 2010 all rights limited, reproduction forbidden without approval
21.
Push through Main
Home Page © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
22.
Accessible from Consumer
tab © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
23.
Element
Product information Interactive catalog Objectives Information CTA (call to action) Link to the campaign site © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
24.
Element
edM Sent to members / DB Objectives Concept information Product information Contest CTA (call to action) Share your point of view (Facebook) Learn more (website) © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
25.
Product
catalog Link to Roadshow information Video Teaser Direct access to main info Facebook link © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
26.
Element
Roadshow tab of the campaign site Objectives Information on your closest roadshow Information on past roadshow CTA (call to action) Visit the roadshow Share your opinion © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
27.
Element
Comments, word of mouth Professional reviews Objectives Collect in one location all comments One central position for information CTA (call to action) Link to Facebook Link to your blog Link to comments © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
28.
Now is the
time for engagement Road Show Social networking Campaign Site " Product " Sales " Push " Buy people " Lie page owner Corporate Site " One time effort " Complex © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
29.
Understand your target
audience If you love music, good sound quality, this is for you Clear objective Link to same Creative Direction Clear information on Page / Group owner Talk about what they want Listen to their comments and reacts Engage on relevant topics © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
30.
Intensive tracking and
measurement Traffic percentage Number of active members Number of silent fans Conversion rates NPS improvement © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
31.
Step by step
engagement Recruitment Engagement Convert Objective : Get members Objective : Engage members to Objective : Increase Philips presence Initiate the ramp up Cause tactic connect Stimulate audience by asking feedback Regular engagement Give extra Generate discussions 5000 Music discussion reason for Post more updates No product push people to join 4000 3000 2000 1000 0 May Jun Jul Aug Sep Oct Nov © F5DC 2010 all rights limited, reproduction forbidden without approval
32.
Over 5k in
first 6 months : 10k now Main recruitment phase First contacts Recruitments Discussions $0 media spent © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
33.
Active discussions with
fans Desired state Interactions Discussions Engagement © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
34.
We need to
get our basics right © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
35.
Personalization
Name on eDM/DM ?! Yes but… " Profile " Style " Communication " Offer © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM " Message
36.
© F5DC 2010
all rights limited, reproduction forbidden without approval WWW.F5DC.COM
37.
© F5DC 2010
all rights limited, reproduction forbidden without approval WWW.F5DC.COM
38.
Dear valued golfer
Not yet the opportunity Friendly reminder 6 steps © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
39.
Sweet words……….. © F5DC
2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
40.
© F5DC 2010
all rights limited, reproduction forbidden without approval WWW.F5DC.COM
41.
3 Main Themes
24 modules 1200 combinations © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM 6000 edM
42.
Main offer
• Test Drive LCD LED • Test Drive Garment Steamer • Birthday offer Product Key action • Register your products • Redeem now Points status – Personal Cash Points and Family Cash Points Products – 3 products Member status • Baby Care • Complete your • Culinary Registration • Grooming • Refer to a friend • Lifestyle • Update your profile • Sound And Vision • Home and living • Healthy Living News • Baby Care • Culinary • Grooming • Lifestyle • Sound And Vision • Home and living • Healthy Living • Generic 42 (c) F5 Digital Consulting Pte Ltd 2010, Reproduction partial or complete without authorization is strictly © F5DC 2010 all rights limited, reproduction forbidden without approval forbidden
43.
© F5DC 2010
all rights limited, reproduction forbidden without approval WWW.F5DC.COM
44.
So why are
we doing it ? © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
45.
Assumptions
We have data, lets use them… Sent by IT departments No measurement of efficiency Easier Faster Unfortunately, not anymore the right way © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
46.
Corporations have tough
time to follow Organization Marketers Continuous new media overloaded spinning © F5DC 2010 all rights limited, reproduction forbidden without approval
47.
Social media brings
extra issues Give control Multiple phases Silos teams © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
48.
We do not
have control anymore Power is not control Consumer decides Don’t’ try to stop Embrace it Scary © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
49.
Not a one
off activity Recruitment Maintenance Follow up Selection of tool Which sales funnel phase ? © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
50.
Multiple departments /
agencies Marketing PR IT Agency Legal Customer Satisfaction © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
51.
© F5DC 2010
all rights limited, reproduction forbidden without approval WWW.F5DC.COM
52.
Add here the
scan of panasonic, but hide the logo Why would I want to join or tweet ? YES ! Join us finding energy solutions, long lasting solutions Focus all here © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
53.
Introducing the 3x3
cell matrix Activation Engagement Conversion Objectives Objectives Objectives Strategy Strategy Strategy Measurement Measurement Measurement © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
54.
Where to start
? © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
55.
Define your objectives
and your channels STRATEGY How do we apply it by channel ? Who do we want to target ? (relevant, context, time, efficient) What do I Which one is relevant ? want to achieve ? What expectations from each What expectations from target ? channel ? How does it contribute to target ? © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
56.
Have a look
at your consumer data Consumer profile Demographics Pattern Transactions Contextual Based on Identify emotional trigger my strategy Have a clear call to action Follow up © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
57.
Process mapping
Visualization of your consumer path between your starting point and the end action Steps to reach you Think Consumer What are they ? Based on consumer feeling and reaction What tactics ? What does he need to know ? At which stage ? How will he feel ? What is coming after ? How to move him to next steps ? What can I capture ? Visualize a sort of dialog between you and him © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
58.
Example of simple
mapping eDM – Follow- Promotion Registration Search up Banner Website Experience DB eDM – Up-Sell eDM Product Purchase Social Media eDM – Online Store Cross Sell Unidentified Traffic WWW.F5DC.CO © F5DC 2010 all rights limited, reproduction forbidden without approval M
59.
A more complicated
one Membership Phase Week 1 Ongoing 1st Month Each Months Contents Targeting High Traffic Sites Member Status Online Banners on high Traffic Contents Targeting sites Interests Member Status Purchase Probability Search Interests Personal Events Key Word Search Purchase Probability Customer Value Personal Events Point Status Customer Value Philips Website Point Status Multiple banner placement across the Website Customize and Assemble Contents Transactional E-Mail Corporate Program Customize and Assemble Program News Follow-up of member online Access of larger Consumer Contents activities and/or update Sales Offers Pools members about new points Program News Point Status being generated. Sales Offers Brand and Products Retail Mail leads instantly to website New Member Confirmation eDM Point Status Personal Events Information and Reminder of Customer DB visit. Family Rewards Confirmation and Welcome Brand and Products etc. contact that leads to the Personal Events Program Site. Philips Databases etc. Use of the full potential within Philips Monthly eDM Customer Care Center Monthly eDM that builds a Personal Engagement and strong relationship with the Monthly eDM Acquisition Program brand and drives program Website Monthly eDM that builds a engagement. strong relationship with the Experience Showroom brand and drives program Information and Reminder of engagement. Family Rewards Multiple Touch Immediate Tangible and Diverse Ongoing Points Engagement instant Value Contents about Relationship Delivery Brand, Building Products and 59 © F5DC 2010 all rights limited, reproduction forbidden without approval Program
60.
An even more
complicated Pre-Campaign During Campaign Post-Campaign Campaign Database (one per country) Reporting Create Voucher PDFs Promo Codes Registration Step 1 Metrics on number of Reminder Emails F5: Generate one promo code for registrations over time, each roadshow location in each Consumer enters: Name, IC no., Email, Send emails to consumers who demographics analysis, etc. country Presurvey Answers, Promo Code have registered but not redeemed their trial bulb Yes Print Vouchers Philips CN/KR: Print vouchers and promo code stickers Yes Does consumer Is consumer eligible have a voucher with for free trial? a promo code? Monthly Newsletter Distribute Vouchers Campaign No No Program updates in order to Landing Philips CN/KR: Distribute vouchers to trigger re-visitations of the roadshow locations (all vouchers at Page campaign site one location will have the same promo code) Product Information about LED Sorry Email bulbs and various innovations by Consumer receives email: Sorry, there Philips Consumer Gets Voucher Roadshow Info Page are no more trial bulbs, but you can pre-order to buy bulbs at a discount. Product promotions, etc. Consumer gets a voucher from Consumer is asked to go down to a roadshow with promo code roadshow and pick up a voucher Congratulations Email Pre-Order Bulbs Stock Availability Email Consumer With Voucher Consumer receives email: Consumer is brought to pre-order F5: Send email to all consumers who Congratulations! Click here to enter page on website and enters the pre-ordered with printable voucher, Consumer receives voucher from your delivery address. You can also number of bulbs to pre-order no. of bulbs pre-ordered, and details of roadshow and visits campaign site Philips.com print this email to buy bulbs at a retail locations discount. Consumer visits Philips.com and clicks on a campaign banner there Consumer Without Voucher Consumer visits campaign site directly or via a link, without a voucher Registration Step 3 Mail Bulb to Winners Other Online Promotions Consumer clicks on link to website; Philips CN/KR: Send trial bulbs to E.g. Online banners, emails, search consumer enters: Address, Contact winners via registered mail or hand engines, friend referral, etc. Number delivery 60 2/7/11 © F5DC 2010 all rights limited, reproduction forbidden without approval @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
61.
Each client is
unique Each company is unique Each solution is unique © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
62.
© F5DC 2010
all rights limited, reproduction forbidden without approval WWW.F5DC.COM
63.
So what is
the magic ? © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
64.
STRATEGY
CONCEPT IMPLEMENTATION Contact Strategy Channels Message Offer Measurement Target Automatic update based on database Tactics Conditional rules Adapted by channel Test / pictures Creative © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM Social Media, offline, online
65.
Be careful of
GiGo © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
66.
Controlled process in
place Strategy Conceptualization Creation Campaign exec Insights Assessment Triggers Business rules Follow planning Learning Data gathering Contact strategy Direct Mailer Account service ROI, ROMI Segmentation Visual Concept eDM Execute elements Target achievement Brainstorming Targets Personal URL Monitoring Next steps Concept Copywriting Mobile links Reporting Idea Development Translation Social Media Improvement Strategy Planning 2/7/11 66 © F5DC 2010 all rights limited, reproduction forbidden without approval @ F5 Digital Consulting - Reproduction forbiddent without formal written consent.
67.
Printing Presses
Technology & Know How Software 1:1 Experience Premier Partner Print rooms Service Bureaus Print Commercial Printer Strategy FXGS Execution Strategy & Execution 1:1 Certified Trained Team Multichannel Measurement Insights 2/7/11 67 © F5DC 2010 all rights limited, reproduction forbidden without approval @ F5 Digital Consulting - Reproduction forbiddent without formal written consent.
68.
http://www.fujixerox-transpromo.com/eng/ © F5DC 2010
all rights limited, reproduction forbidden without approval WWW.F5DC.COM
69.
Thanks. Do you have
any question ? http://bit.ly/aEmARR f5dc gregbirge fanatic@f5dc.com +65 9111 6849 WWW.F5DC.COM