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Sitecore. Compelling Web Experiences




     Managing the Connected
     Marketing Journey
     David Daniels & Erick Mott | October 6, 2010

        Page 1                             www.sitecore.net
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!


        Page 2                          www.sitecore.net   Hashtag: #SitecoreCMJ
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
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.

        Page 4                         www.sitecore.net   Hashtag: #SitecoreCMJ
Sitecore. Compelling Web Experiences




        More than 2,000 Sitecore Customers




        Page 5                         www.sitecore.net
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.


        Page 6                                    www.sitecore.net               Hashtag: #SitecoreCMJ
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
Sitecore. Compelling Web Experiences




            You Want it When?




Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved.
          Page 8                                                  www.sitecore.net   Hashtag: #SitecoreCMJ
Sitecore. Compelling Web Experiences




    Hair
    dryer




     Not an
      iPad                                                                            An Actual
                                                                                     Conversation




   Baby

                                                                                       Manicure



                                Social Multi-tasking Then
Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved.
          Page 9                                                  www.sitecore.net
Sitecore. Compelling Web Experiences




                              Social Multi-tasking Now
Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved.
          Page 10                                                 www.sitecore.net
Sitecore. Compelling Web Experiences




                                                                                     Still played
                                                                                      solitaire
                                                                                       during
                                                                                     work then,
                                                                                          too


                               Multi-tasking Is Not New
                                … Before Bluetooth
Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved.
          Page 11                                                 www.sitecore.net
Sitecore. Compelling Web Experiences




                                         Multi-tasking Today
Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved.
          Page 12                                                 www.sitecore.net
Sitecore. Compelling Web Experiences




                            And
        And                 that                                                      There is
        that                                                                          an App
                                                                                      for that


                                                                                      And
                                                                                      that



          And
                                                                                     And
          that                                                                       that

                       At Least Our Multi-Tasking Devices
                        Have Gotten Better and Smaller
Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved.
          Page 13                                                 www.sitecore.net
Sitecore. Compelling Web Experiences




            Short Is In – Short Burst Society

           50% skip commercials
           550 million of us place short status
                updates on our Facebook profile; 50%
                do so every day
           105 million use Twitter; 300,000 new
                sign-ups every day
           72% of U.S. consumers have SMS
                plans, 203 million consumers


Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved.
          Page 14                                                 www.sitecore.net   Hashtag: #SitecoreCMJ
Sitecore. Compelling Web Experiences




            Social Activities Fuel Email Growth


        Email is our digital fingerprint,
             required to participate in every
             social network and online activity
        Facebook growth continues
        There will be over 270 million
             email U.S. accounts this year,
             growing to 290 million in 2012



Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved.
          Page 15                                                 www.sitecore.net   Hashtag: #SitecoreCMJ
Sitecore. Compelling Web Experiences




            Online Social Networking Is Not
            A New Concept



                                                                                     First CompuServe Ad,
                                                                                      September 24, 1979




Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved.
          Page 16                                                 www.sitecore.net             Hashtag: #SitecoreCMJ
Sitecore. Compelling Web Experiences




            Connected Marketing

        Change Management                                                                                    Services Expertise
                                                                    Email
                                                                   Marketing

                                                     Search                           Social
                                                    Marketing                        Marketing
  Marketing that is                                                                                             Marketing that is
  integrated across                                                                                             driven by a
  channels in a                                                                                                 coordinated customer
  manner to leverage                                                                                            centric organization
                                                                  Data &                        Content         where success is
                                         Mobile
  addressable                           Marketing
                                                                                              Management
                                                                  Content                     & Production      measured by the
  customer,
  subscriber or                                                                                                 customer experience.
  prospect data in
  order to drive
                                                Integration                          Analytics
  greater campaign                               & Process                           Reporting
                                               Management                            Attribution
  effectiveness.                                                   Relevant
                                                                  Subscriber
                                                                  Segments &
                                                                    Testing



Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved.
          Page 17                                                 www.sitecore.net                                 Hashtag: #SitecoreCMJ
Sitecore. Compelling Web Experiences




           Connected Marketing Supports the
           Natural Lifecycle of Customer Management

                                                                  Acquisition              Email
                                    Search




                                          Advocacy                    WEB             Retention




                                        Social                                             Mobile
                                                                  Engagement

Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved.
          Page 18                                                  www.sitecore.net
Sitecore. Compelling Web Experiences




           Content Remains King in the Court
           of Storytelling




Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved.
          Page 19                                                 www.sitecore.net   Hashtag: #SitecoreCMJ
Sitecore. Compelling Web Experiences




           Email Marketers Face Many Challenges
                                           Top 2010 Email Marketer Challenges

                             Subscriber/list churn                                                                            32%
                      Managing email frequency                                                                              31%
                                Email deliverability                                                                      30%
                    Analyzing campaign results                                                                            30%
 Knowing how to optimize our programs                                                                                   29%
                       Declining response rates                                                                  25%
                    Adequate staffing resources                                                                24%
        Automating successful campaigns                                                                      23%
           Lack of integrated customer data                                                                22%
                     Adequate experienced staff                                                        20%

                                                             0%                 10%               20%                30%                40%
                                   Question: What are your greatest challenges when conducting email marketing? (select all)
                                    Source: The Relevancy Group n=674 4/10 (US 486, UK 188, Retail 181, Media 197, Travel 296) Selected responses
Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved.
          Page 20                                                  www.sitecore.net
Sitecore. Compelling Web Experiences




           Many Marketers Are Missing Key
           Segmentation Opportunities

                             Segmentation attributes used by marketers to target email marketing
     60%                     messages
     50%
     40%
     30%
     20%
     10%
       0%
                Geographic Demographic Customer                                Email click      Customer          Social
                   data       data     satisfaction                             behavior       profitability influence rate
                                       survey data
           Question asked: Which of the following customer data attributes has your company used to segment audiences for email in the
                                                              past 6 months? (select all)
                         Source: Source: The Relevancy Group n=674 4/10 (US 486, UK 188, Retail 181, Media 197, Travel 296)
                                                               Selected responses
Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved.
          Page 21                                                 www.sitecore.net
Sitecore. Compelling Web Experiences




           Connect to Social Marketing


  50%                           Currently                    Plan w/in 12 months                           No plans to deploy
  40%
  30%
  20%
  10%
   0%
                Fan pages on          Share email to          Twitter for          Twitter for      Target email     Measure social
                 social sites        social networks          marketing         customer service subscribers based    influence of
                                                                                                 on social influence   subscribers


               Question: Which social marketing initiatives have you currently
                                          deployed,
                plan to deploy or do not plan to deploy? (select one for each)
                            Source: The Relevancy Group n=674 4/10 (US 486, UK 188, Retail 181, Media 197, Travel 296)
                                                              Selected responses

Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved.
          Page 22                                                 www.sitecore.net
Sitecore. Compelling Web Experiences




            Why is Connected Marketing
            Important?
         Consumers see one brand holistically
         Consumers are channel blind, they expect the same
              experience across channels
         Consumers have the same demands for relevance
              across channels – email, social, mobile, in-store




Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved.
          Page 23                                                 www.sitecore.net
Sitecore. Compelling Web Experiences




            Why Connected Marketing is also
            Important?




Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved.
          Page 24                                                 www.sitecore.net   Hashtag: #SitecoreCMJ
Sitecore. Compelling Web Experiences




           Connected Marketing Framework 4
            1. Become a master of organizational change
            • Connected Marketing is empowered and
                    optimized by a Connected Company

            • A Connected Company works together
                    across department & corporate silos

            • Organizations must optimize by moving
                    to a collaborative organization model

            • This model creates a Connected
          Source: The Relevancy Group’s Connected Marketing Framework 4
                    Company through the integration of:
                                  www.cmf4.com

                    People              Processes                         Channels
                    Data                Analysis                          Service providers
Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved.
          Page 25                                                 www.sitecore.net
Sitecore. Compelling Web Experiences




           Connected Marketing Framework 4

            2. Institutionalize testing and revel in interactivity
            • Social message interaction success
                    empowers the Connected Company to
                    optimize marketing success to
                    meet specific corporate goals…
                        • Acquisition
                        • Retention
                        • Engagement

            • Marketers must test when connecting to new &
                    emerging channels, whether driven by: Email,
                    Mobile, Video or Social
Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved.
          Page 26                                                 www.sitecore.net
Sitecore. Compelling Web Experiences




           Connected Marketing Framework 4
           3. Reconstruct and create new measures of success
           • Connected marketing relies on the
                 interplay between: Channels, Campaigns,
                 Applications &Tactics

           • Connected measurement is the:
                    • Proper measurement attribution…
                    • Across channels and sources…
                    • To effectively measure key performance
                      indicators (KPIs)
                    • Applying KPIs to drive www.cmf4.comsuccess
                              Source: The Relevancy Group’s Connected Marketing Framework 4
                                                      specific
                      measures that map to common corporate goals


Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved.
          Page 27                                                 www.sitecore.net
Sitecore. Compelling Web Experiences




           Connected Marketing Framework 4
            4. Let relevance guide every customer interaction
            Whether…
             •  Inbound or outbound marketing
             •  Acquisition or retention
             •  Service or sales
             •  Online or offline…
      • Relevance & customer information
         must guide interactions
      • Source: The Relevancy Group’s Connected Marketing Framework 4 doesn’t change by channel
         Consumer demand for relevance
      • Marketers must be well equipped to implement relevance
                                www.cmf4.com


         empowering tactics across the connected company
Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved.
          Page 28                                                 www.sitecore.net
Sitecore. Compelling Web Experiences



           Tactics to Empower Connected
           Marketing
           The ability to test and execute multi-channel campaigns
               from a single provider and/or connected providers
                                                        Search Engine Placement
                                                        Keyword Bidding
                                                        Subject line A Test
             Webinar
                                                        Subject line B Test
             Campaign
                                                                                     Social Campaign

                                                                                        Mobile Campaign
                                                                                        Testing Rendering

Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved.
          Page 29                                                 www.sitecore.net            Hashtag: #SitecoreCMJ
Sitecore. Compelling Web Experiences



           Tactics to Empower Connected
           Marketing
            The ability to integrate data, insight and processes
                 across the organization
           • Can your experience in the application be
             customized to your workflow?
           • How does the provider integrate to other
             disparate data sources and systems?
           • How can reporting and measurement be
             aggregated to provide comprehensive
             insight about the campaign performance
             and customer’s experience.

Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved.
          Page 30                                                 www.sitecore.net   Hashtag: #SitecoreCMJ
Sitecore. Compelling Web Experiences



         Tactics to Empower Connected
         Marketing
          The ability to manage and recognize the subscriber
               across channels and business units

                                         • Data remains the bedrock of
                                           marketing, how can you leverage it
                                           holistically?
                                         • How can data be used to empower
                                           segmentation strategies?
                                         • How is the subscriber valued to
                                           the organization across channels?
                                                             • How can this data be shared
Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved.
                                                                across the organization?
        Page 31                              www.sitecore.net                    Hashtag: #SitecoreCMJ
Sitecore. Compelling Web Experiences



           Tactics to Empower Connected
           Marketing

            The ability to collaborate production and content assets
                 across channels
                                                                      • Content is still king, how can
                                                                        you leverage it to tell a
                                                                        compelling story?
                                                                      • Is there a mechanism to share
                                                                        and collaborate on content
                                                                        asset development?
                                                                      • Can single content assets be
                                                                        managed and repurposed
                                                                        across channels – web, email,
                                                                        mobile, social, affiliate?
Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved.
          Page 32                                                 www.sitecore.net         Hashtag: #SitecoreCMJ
Sitecore. Compelling Web Experiences



           Tactics to Empower Connected
           Marketing
            The ability to measure and attribute the effectiveness of
                 channels across the connected whole
                                                          • Have you identified how many email
                                                            subscribers are followers or fans?
                                                          • Are you measuring the impact of your
                                                            marketing spend holistically to
                                                            determine which channel is driving the
                                                            greatest value?
                                                          • Does your organization have the tools
                                                            to measure the interplay of the
                                                            subscriber relationship across
                                                            channels?
Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved.
          Page 33                                                 www.sitecore.net    Hashtag: #SitecoreCMJ
Sitecore. Compelling Web Experiences



           Tactics to Empower Connected
           Marketing
            Ability to interweave strategy and tactics across the
                 organization in order to drive program optimization and
                 delight the subscriber
                                                                  • How is your company organized
                                                                    and incentivized to meet
                                                                    common corporate goals?
                                                                  • Does your organization share
                                                                    insight that inform strategic and
                                                                    tactical best practices?
                                                                  • Are your corporate goals aligned
                                                                    with the customer experience
                                                                    you seek to provide?
Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved.
          Page 34                                                 www.sitecore.net        Hashtag: #SitecoreCMJ
Heart of
the City
Changing the Game Online.


Connected Marketing Case Study
Manchester City /Aqueduct / Sitecore
Defining a new era
of football websites
City wanted one of the
 best entertainment
websites in the world
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
A Challenge
High traffic volume           Video
       Radical, uncompromising design

Multi-language

          Real-time updates
Drive sales           Hi-res photography

                           Multi-system
 Traffic spikes            integration

         4 month timeline
Launch day...

               90,000 unique visits
               60,000 unique visitors
               1,000 shop orders
               £50,000 revenue


“I simply cannot fault this site”
Forum member
First 100 days...

9,000,000 visits
3,000,000 unique visitors
45,000,000 page views
5 pages per visit
4 minutes average time on site
Managing the Connected Marketing Journey
Managing the Connected Marketing Journey
Match Experience Feeds
Players’ Stats Feeds
Video Integration
Not just a website

City connects fans with fans
Facebook

mcfc.co.uk
                        Fan Sites




 Twitter                Email


              Flickr
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
34,500 followers

100+ new followers daily

Twitter commentary during games

10% of followers display our
branded Twibbon
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
What’s next?
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
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
Sitecore. Compelling Web Experiences




         Change




        Page 56                        www.sitecore.net   Hashtag: #SitecoreCMJ
Sitecore. Compelling Web Experiences




        Page 57                        www.sitecore.net
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
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

        Page 59                        www.sitecore.net          Hashtag: #SitecoreCMJ
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




        Page 60                        www.sitecore.net       Hashtag: #SitecoreCMJ
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




        Page 61                        www.sitecore.net     Hashtag: #SitecoreCMJ
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



        Page 62                                  www.sitecore.net             Hashtag: #SitecoreCMJ

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Managing the Connected Marketing Journey

  • 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! Page 2 www.sitecore.net Hashtag: #SitecoreCMJ
  • 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. Page 4 www.sitecore.net Hashtag: #SitecoreCMJ
  • 5. Sitecore. Compelling Web Experiences More than 2,000 Sitecore Customers Page 5 www.sitecore.net
  • 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. Page 6 www.sitecore.net Hashtag: #SitecoreCMJ
  • 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
  • 8. Sitecore. Compelling Web Experiences You Want it When? Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 8 www.sitecore.net Hashtag: #SitecoreCMJ
  • 9. Sitecore. Compelling Web Experiences Hair dryer Not an iPad An Actual Conversation Baby Manicure Social Multi-tasking Then Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 9 www.sitecore.net
  • 10. Sitecore. Compelling Web Experiences Social Multi-tasking Now Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 10 www.sitecore.net
  • 11. Sitecore. Compelling Web Experiences Still played solitaire during work then, too Multi-tasking Is Not New … Before Bluetooth Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 11 www.sitecore.net
  • 12. Sitecore. Compelling Web Experiences Multi-tasking Today Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 12 www.sitecore.net
  • 13. Sitecore. Compelling Web Experiences And And that There is that an App for that And that And And that that At Least Our Multi-Tasking Devices Have Gotten Better and Smaller Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 13 www.sitecore.net
  • 14. Sitecore. Compelling Web Experiences Short Is In – Short Burst Society  50% skip commercials  550 million of us place short status updates on our Facebook profile; 50% do so every day  105 million use Twitter; 300,000 new sign-ups every day  72% of U.S. consumers have SMS plans, 203 million consumers Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 14 www.sitecore.net Hashtag: #SitecoreCMJ
  • 15. Sitecore. Compelling Web Experiences Social Activities Fuel Email Growth  Email is our digital fingerprint, required to participate in every social network and online activity  Facebook growth continues  There will be over 270 million email U.S. accounts this year, growing to 290 million in 2012 Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 15 www.sitecore.net Hashtag: #SitecoreCMJ
  • 16. Sitecore. Compelling Web Experiences Online Social Networking Is Not A New Concept First CompuServe Ad, September 24, 1979 Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 16 www.sitecore.net Hashtag: #SitecoreCMJ
  • 17. Sitecore. Compelling Web Experiences Connected Marketing Change Management Services Expertise Email Marketing Search Social Marketing Marketing Marketing that is Marketing that is integrated across driven by a channels in a coordinated customer manner to leverage centric organization Data & Content where success is Mobile addressable Marketing Management Content & Production measured by the customer, subscriber or customer experience. prospect data in order to drive Integration Analytics greater campaign & Process Reporting Management Attribution effectiveness. Relevant Subscriber Segments & Testing Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 17 www.sitecore.net Hashtag: #SitecoreCMJ
  • 18. Sitecore. Compelling Web Experiences Connected Marketing Supports the Natural Lifecycle of Customer Management Acquisition Email Search Advocacy WEB Retention Social Mobile Engagement Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 18 www.sitecore.net
  • 19. Sitecore. Compelling Web Experiences Content Remains King in the Court of Storytelling Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 19 www.sitecore.net Hashtag: #SitecoreCMJ
  • 20. Sitecore. Compelling Web Experiences Email Marketers Face Many Challenges Top 2010 Email Marketer Challenges Subscriber/list churn 32% Managing email frequency 31% Email deliverability 30% Analyzing campaign results 30% Knowing how to optimize our programs 29% Declining response rates 25% Adequate staffing resources 24% Automating successful campaigns 23% Lack of integrated customer data 22% Adequate experienced staff 20% 0% 10% 20% 30% 40% Question: What are your greatest challenges when conducting email marketing? (select all) Source: The Relevancy Group n=674 4/10 (US 486, UK 188, Retail 181, Media 197, Travel 296) Selected responses Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 20 www.sitecore.net
  • 21. Sitecore. Compelling Web Experiences Many Marketers Are Missing Key Segmentation Opportunities Segmentation attributes used by marketers to target email marketing 60% messages 50% 40% 30% 20% 10% 0% Geographic Demographic Customer Email click Customer Social data data satisfaction behavior profitability influence rate survey data Question asked: Which of the following customer data attributes has your company used to segment audiences for email in the past 6 months? (select all) Source: Source: The Relevancy Group n=674 4/10 (US 486, UK 188, Retail 181, Media 197, Travel 296) Selected responses Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 21 www.sitecore.net
  • 22. Sitecore. Compelling Web Experiences Connect to Social Marketing 50% Currently Plan w/in 12 months No plans to deploy 40% 30% 20% 10% 0% Fan pages on Share email to Twitter for Twitter for Target email Measure social social sites social networks marketing customer service subscribers based influence of on social influence subscribers Question: Which social marketing initiatives have you currently deployed, plan to deploy or do not plan to deploy? (select one for each) Source: The Relevancy Group n=674 4/10 (US 486, UK 188, Retail 181, Media 197, Travel 296) Selected responses Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 22 www.sitecore.net
  • 23. Sitecore. Compelling Web Experiences Why is Connected Marketing Important?  Consumers see one brand holistically  Consumers are channel blind, they expect the same experience across channels  Consumers have the same demands for relevance across channels – email, social, mobile, in-store Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 23 www.sitecore.net
  • 24. Sitecore. Compelling Web Experiences Why Connected Marketing is also Important? Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 24 www.sitecore.net Hashtag: #SitecoreCMJ
  • 25. Sitecore. Compelling Web Experiences Connected Marketing Framework 4 1. Become a master of organizational change • Connected Marketing is empowered and optimized by a Connected Company • A Connected Company works together across department & corporate silos • Organizations must optimize by moving to a collaborative organization model • This model creates a Connected Source: The Relevancy Group’s Connected Marketing Framework 4 Company through the integration of: www.cmf4.com People Processes Channels Data Analysis Service providers Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 25 www.sitecore.net
  • 26. Sitecore. Compelling Web Experiences Connected Marketing Framework 4 2. Institutionalize testing and revel in interactivity • Social message interaction success empowers the Connected Company to optimize marketing success to meet specific corporate goals… • Acquisition • Retention • Engagement • Marketers must test when connecting to new & emerging channels, whether driven by: Email, Mobile, Video or Social Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 26 www.sitecore.net
  • 27. Sitecore. Compelling Web Experiences Connected Marketing Framework 4 3. Reconstruct and create new measures of success • Connected marketing relies on the interplay between: Channels, Campaigns, Applications &Tactics • Connected measurement is the: • Proper measurement attribution… • Across channels and sources… • To effectively measure key performance indicators (KPIs) • Applying KPIs to drive www.cmf4.comsuccess Source: The Relevancy Group’s Connected Marketing Framework 4 specific measures that map to common corporate goals Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 27 www.sitecore.net
  • 28. Sitecore. Compelling Web Experiences Connected Marketing Framework 4 4. Let relevance guide every customer interaction Whether… • Inbound or outbound marketing • Acquisition or retention • Service or sales • Online or offline… • Relevance & customer information must guide interactions • Source: The Relevancy Group’s Connected Marketing Framework 4 doesn’t change by channel Consumer demand for relevance • Marketers must be well equipped to implement relevance www.cmf4.com empowering tactics across the connected company Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 28 www.sitecore.net
  • 29. Sitecore. Compelling Web Experiences Tactics to Empower Connected Marketing  The ability to test and execute multi-channel campaigns from a single provider and/or connected providers Search Engine Placement Keyword Bidding Subject line A Test Webinar Subject line B Test Campaign Social Campaign Mobile Campaign Testing Rendering Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 29 www.sitecore.net Hashtag: #SitecoreCMJ
  • 30. Sitecore. Compelling Web Experiences Tactics to Empower Connected Marketing  The ability to integrate data, insight and processes across the organization • Can your experience in the application be customized to your workflow? • How does the provider integrate to other disparate data sources and systems? • How can reporting and measurement be aggregated to provide comprehensive insight about the campaign performance and customer’s experience. Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 30 www.sitecore.net Hashtag: #SitecoreCMJ
  • 31. Sitecore. Compelling Web Experiences Tactics to Empower Connected Marketing  The ability to manage and recognize the subscriber across channels and business units • Data remains the bedrock of marketing, how can you leverage it holistically? • How can data be used to empower segmentation strategies? • How is the subscriber valued to the organization across channels? • How can this data be shared Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. across the organization? Page 31 www.sitecore.net Hashtag: #SitecoreCMJ
  • 32. Sitecore. Compelling Web Experiences Tactics to Empower Connected Marketing  The ability to collaborate production and content assets across channels • Content is still king, how can you leverage it to tell a compelling story? • Is there a mechanism to share and collaborate on content asset development? • Can single content assets be managed and repurposed across channels – web, email, mobile, social, affiliate? Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 32 www.sitecore.net Hashtag: #SitecoreCMJ
  • 33. Sitecore. Compelling Web Experiences Tactics to Empower Connected Marketing  The ability to measure and attribute the effectiveness of channels across the connected whole • Have you identified how many email subscribers are followers or fans? • Are you measuring the impact of your marketing spend holistically to determine which channel is driving the greatest value? • Does your organization have the tools to measure the interplay of the subscriber relationship across channels? Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 33 www.sitecore.net Hashtag: #SitecoreCMJ
  • 34. Sitecore. Compelling Web Experiences Tactics to Empower Connected Marketing  Ability to interweave strategy and tactics across the organization in order to drive program optimization and delight the subscriber • How is your company organized and incentivized to meet common corporate goals? • Does your organization share insight that inform strategic and tactical best practices? • Are your corporate goals aligned with the customer experience you seek to provide? Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved. Page 34 www.sitecore.net Hashtag: #SitecoreCMJ
  • 35. Heart of the City Changing the Game Online. Connected Marketing Case Study Manchester City /Aqueduct / Sitecore
  • 36. Defining a new era of football websites
  • 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
  • 40. High traffic volume Video Radical, uncompromising design Multi-language Real-time updates Drive sales Hi-res photography Multi-system Traffic spikes integration 4 month timeline
  • 41. Launch day... 90,000 unique visits 60,000 unique visitors 1,000 shop orders £50,000 revenue “I simply cannot fault this site” Forum member
  • 42. First 100 days... 9,000,000 visits 3,000,000 unique visitors 45,000,000 page views 5 pages per visit 4 minutes average time on site
  • 48. Not just a website City connects fans with fans
  • 49. Facebook mcfc.co.uk Fan Sites Twitter Email Flickr
  • 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
  • 56. Sitecore. Compelling Web Experiences Change Page 56 www.sitecore.net Hashtag: #SitecoreCMJ
  • 57. Sitecore. Compelling Web Experiences Page 57 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 Page 59 www.sitecore.net Hashtag: #SitecoreCMJ
  • 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 Page 60 www.sitecore.net Hashtag: #SitecoreCMJ
  • 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 Page 61 www.sitecore.net Hashtag: #SitecoreCMJ
  • 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 Page 62 www.sitecore.net Hashtag: #SitecoreCMJ