Personalized multichannel in digital world_B

Personalized Multichannel Marketing
in a Digital World

Fuji Xerox Singapore
September 23, 2010
fanatic@f5dc.com +65 9111 6849 WWW.F5DC.COM

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

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.

"If you always do what you always did,
you always get what you always got.”
- Anonymous


Personalize ?

Multichannel ?

© F5DC 2010 all rights limited, reproduction forbidden without approval

To do some proper campaign

Need Each with Learn
multiple specific how to use
media purpose them


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


From Consumer, Engage and Talk !
Activation Engagement Conversion

Website Up sales

Social Media X sales

Offline Database

Discussions

Social Media Forums Blogs


Engage Consumer into a personalize
journey through multiple touch points

Using the new media and traditional media to support the engagement


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


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


Strategy
Phase 1 Phase 2 Phase 3

Engagement Retention Conversion

Music engagement Philips.com campaign site Offline

Philips catalog product Online Communities

Personal
account


Push through Main Home Page


Accessible from Consumer tab


Element
  Product information
  Interactive catalog

Objectives
  Information

CTA (call to action)
  Link to the campaign site


Element
  edM
  Sent to members / DB

Objectives
  Concept information
  Product information
  Contest

  Share your point of view (Facebook)
  Learn more (website)


Product
catalog

Link to
Roadshow
information Video
Teaser

Direct access
to main info
Facebook
link


Element
  Roadshow tab of the campaign site

Objectives
  Information on your closest roadshow
  Information on past roadshow

  Visit the roadshow
  Share your opinion


Element
  Comments, word of mouth
  Professional reviews

Objectives
  Collect in one location all comments
  One central position for information

  Link to Facebook
  Link to your blog
  Link to comments


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

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


Intensive tracking and measurement
  Traffic percentage
  Number of active members
  Number of silent fans
  Conversion rates
  NPS improvement


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


Over 5k in first 6 months : 10k now

Main recruitment phase
  First contacts
  Recruitments
  Discussions
  $0 media spent


Active discussions with fans

Desired state

  Interactions
  Discussions
  Engagement


We need to get our basics right


Personalization
Name on eDM/DM ?! Yes but…
"  
Profile
"  
Style
"  
Communication
"  
Offer
© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM "  
Message

Dear valued golfer
Not yet the opportunity
Friendly reminder

6 steps


Sweet words………..


3 Main Themes

24 modules

1200
combinations

6000 edM

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

So why are we doing
it ?

Assumptions
  We have data, lets use them…
  Sent by IT departments
  No measurement of efficiency
  Easier
  Faster
  Unfortunately, not anymore the right way


Corporations have tough time to follow

Organization Marketers Continuous
new media overloaded spinning


Social media brings extra issues

Give control Multiple phases Silos teams


We do not have control anymore
  Power is not control
  Consumer decides
  Don’t’ try to stop
  Embrace it
  Scary


Not a one off activity
  Recruitment
  Maintenance
  Follow up
  Selection of tool
  Which sales funnel
phase ?


Multiple departments / agencies
  Marketing
  PR
  IT
  Agency
  Legal
  Customer Satisfaction


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

Introducing the 3x3 cell
matrix
Activation Engagement Conversion

Objectives Objectives Objectives

Strategy Strategy Strategy

Measurement Measurement Measurement


Where to start ?


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 ?


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


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


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

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
Program

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.

Each client is unique
Each company is unique
Each solution is unique


So what is the
magic ?

STRATEGY CONCEPT IMPLEMENTATION
 Contact Strategy

 Channels

 Message

 Offer

 Measurement

 Target   Automatic update based on
database
 Tactics   Conditional rules
  Adapted by channel
  Test / pictures
 Creative
  Social Media, offline, online

Be careful
of GiGo

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.

  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.

http://www.fujixerox-transpromo.com/eng/


Thanks.
Do you have any question ?

http://bit.ly/aEmARR f5dc gregbirge
fanatic@f5dc.com +65 9111 6849 WWW.F5DC.COM

Personalized multichannel in digital world_B

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (10)

Ähnlich wie Personalized multichannel in digital world_B

Ähnlich wie Personalized multichannel in digital world_B (20)

Mehr von Gregory Birgé

Mehr von Gregory Birgé (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Personalized multichannel in digital world_B