The document discusses connected marketing and its importance. It notes that nearly 60% of marketers do not have a social media strategy and 70% feel under-resourced. It promotes the opportunity of a connected marketing strategy. It discusses tactics to empower connected marketing, including testing multi-channel campaigns from a single provider, integrating data and processes across organizations, and measuring effectiveness across connected channels. The presentation by David Daniels focuses on challenges of getting customer attention, the current marketing landscape, and how connected marketing addresses these issues.
1. Sitecore. Compelling Web Experiences
Managing the Connected
Marketing Journey
David Daniels & Erick Mott | October 6, 2010
Page 1 www.sitecore.net
2. Sitecore. Compelling Web Experiences
Why Connected Marketing Now?
Recent survey from Sitecore says…
Nearly 60% of marketers 262 Respondents
said they don’t have a
social media strategy
Nearly 70% of marketers
said they are under-
resourced; no time
We think opportunity
knocks, now, with a
Connected Marketing
strategy!
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3. Sitecore. Compelling Web Experiences
Webinar Tips
One hour webinar including brief Q&A
Webinar will be available on-demand including PDF
Join the conversation on Twitter with #SitecoreCMJ
Page 3 www.sitecore.net Hashtag: #SitecoreCMJ
4. Sitecore. Compelling Web Experiences
About Sitecore
Sitecore’s Web Content Management System
(CMS), portal and marketing automation software
solutions enable companies to deliver compelling
Web experiences.
Our award-winning software makes it easy for
businesses to create and update dynamic, full-
featured websites of all types. Sitecore’s industry
leading flexibility and scalability allows organizations
to better leverage their content, improve customer
experiences and drive business growth.
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6. Sitecore. Compelling Web Experiences
Featured Presenter: David Daniels
David is co-author of the book “Email Marketing An
Hour a Day” and served as VP and Principal Analyst
with Forrester and Jupiter Research. With over 20
years of experience, David is an advisor to the Online
Trust Alliance and the DMA’s email experience
council. He has also held senior level positions at
Apple, Urban Outfitters, Anthropologie,
MicroWarehouse and ProTeam.
Currently, David leads The Relevancy Group, which
is dedicated to educating the market on the imperative
tactics needed to foster trust with consumers and
improve an organization’s relevance within the
broader online economy. David has also been a
contributor to the Weekend Today Show on NBC.
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7. Sitecore. Compelling Web Experiences
Agenda
The Challenges of Getting The Customer’s Attention
What is Connected Marketing?
The Current State of Online Marketing
Why Connected Marketing Is Important
The Connected Marketing Framework
Tactical Connected Marketing Implementation Map
Sitecore Case Study: Manchester City Football Club
Summary
Q&A
Page 7 www.sitecore.net Hashtag: #SitecoreCMJ
37. City wanted one of the
best entertainment
websites in the world
38. Evolving Sharable
Easy
Immersive
Personal
A one stop shop for
celebrating the club fans
love, or are about to love,
through things they can
purchase and things they
Ground can get for free Partner
Breaking Friendly
Involving Transactional
50. 145,000 fans and counting
(0 at start of 2009/10 season)
3rd largest referrer after direct
and Google
1500 fans interact each day
Over 5000 new fans join weekly
51. 34,500 followers
100+ new followers daily
Twitter commentary during games
10% of followers display our
branded Twibbon
52. More social media…
Flickr photo sharing
Foursquare
ROI tracking via Facebook
Hootsuite, Tweetcounter,
bit.ly and Brandwatch
Localised use of Arabic social
networks
Umbro Playlist /
Spotify playlists
54. The journey continues…
• Mobile implementation
• More global engagement: Spanish and Portuguese
sites with localized content and social media
• Sitecore’s Online Marketing Suite to link with CRM
tools, and leverage implicit and explicit
personalization for retail promotions
• Detailed case study:
– http://www.sitecore.net/Customers/Case-
Studies/Manchester-City-FC.aspx
55. Sitecore. Compelling Web Experiences
Email Marketing Cost Model Comparing Connected
Marketers and Non-Connected Marketers
(Dollars)
$700,000 $673,450 $0.25
Per Msg. Cost to Generate Revenue
$600,000
$0.20
Total Monthly Dollars
$500,000
$400,000 $0.15
$0.14
$300,000 $242,327 $0.10
$200,000 $161,520
$0.04
$0.05
$100,000
$23,389$41,219 $27,053
$0 $0.00
Non-Connected Connected Marketer
Total Monthly Revenue
Total Monthly Cost
Total Monthly Net Profit
Effective Per Message Cost to Generate Revenue
The model assumes that the marketer is sending 2.9 million pieces of email a month to
their opt-in house list, $38 AOV, 50% product margin
Page 55 www.sitecore.net
58. Sitecore. Compelling Web Experiences
Urban Change Continues
“Each brand chooses a particular customer segment, and once chosen, sets
out to create sustainable points of distinction with that segment.”
Page 58 www.sitecore.net
59. Sitecore. Compelling Web Experiences
Connect to Social Marketing
Short term goals to larger milestones
Know that our environment impacts our habits
Create a checklist – think Rocket Boosters, NASA
Create a “sterile cockpit” – silent hours/zones
Push the envelope, embrace trial and era – 1Click ordering
and the great Watson at IBM
Define your user personas, what are their names? Do you
have her number? Can I email her/him?
Push into your channels with a universal concept to make
you the designated driver of messaging
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60. Sitecore. Compelling Web Experiences
Your Connected Marketing Map
Don’t fear change – it is constant and those
organizations that have a culture of change and quickly
adapt increase their odds of success
Centralize data, processes, content, people, systems to
empower the organization to deliver delightful customer
experience
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61. Sitecore. Compelling Web Experiences
Your Connected Marketing Map
Embrace testing and interactivity, be a part of the
conversation in the social sphere
Set common goals and incentives
Remain relevant in all you do across channels
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62. Sitecore. Compelling Web Experiences
Q&A
Twitter hashtag: #SitecoreCMJ
Continue the conversation:
David Daniels
RelevancyGroup.com Erick Mott
Sitecore.net/ErickMott
Upcoming Webinar:
7 Web Analytics Metrics Your Executives Need to Know
October 26 & 27, 2010
Choose your region to register:
North America time zone: www.sitecore.net/7AnalyticsNA
Europe time zone: www.sitecore.net/7AnalyticsEU
Australia time zone: www.sitecore.net/7AnalyticsAU
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