Workshop Presentation

1. Putting the Marketing
Democracy to Work for You!

2. Say Hello to the New Marketing Democracy
Power to the people
Everyone can contribute;
Everyone has influence;
Everyone has a voice.
Empowered by digital channels,
people now “vote” for the
winners & losers in the battle
for their hearts, minds & wallets
— & THEY decide when &
where these “elections” are
held

3. In the New Marketing Democracy
• Consumers trust each other
more than they trust you
• Online conversations…
– Persist…forever
– Are immediately global &
potentially hyper-local
• People don’t share email…
they read & share things that
interest them…

4. How To Put It To Work
• Embrace a “Permanent Campaign” Mindset
• Enlist the Support of Your Biggest Fans
• Practice the “Groundhog Day Theory of
Marketing”

5. The Permanent Campaign
Context Conversations
Content Information to assist shoppers
Extensive product selection Forums for customers to connect with
- Product Selectors the brand and with each other
- Sorting tools (low to high,
- Unique needs
bestselling) -Reviews, blogs, user videos, social
- Unexpected uses for same product (SWYN)
• Savvy marketers will engage customers between purchases
• Hammering with “buy now” messaging quickly turns to noise,
especially in today’s economic climate

6. The Permanent Campaign
• Successful marketing goes beyond selling products at a great
price
– Winners create the content that gives context for their products (how-
to’s, case studies)
– Don’t be tone deaf; look for signals that say “I’m ready to buy”
• Pioneers create entire conversations surrounding their
content
– Reviews, blogs, videos to watch and share, forums to connect with
other customers, social components (FB) and microblogging (Twitter)
– PS this is social CRM

7. The Permanent Campaign
Goal
• To increase engagement, sales and satisfaction by
being where customers are
(turning interest into conversions)
Solution
• Tap into passion for auto racing with integrated email
and social media marketing campaign
• Leverage customer data from campaigns and social
engagement to build Social CRM profiles for
significantly more effective targeting across all
channels
Results
• Emails with exclusive content, updates and offers
drove engagement
• Real-time Twitter, Facebook, YouTube and Flickr
programs fostered community
• Significantly increased revenue, customer
engagement and lifetime value

8. Enlist the Support of Your Biggest Fans
Identify which
customers
are active on the
Social Web
Target the most
valuable potential
Influencers
Motivate Key Influencers
to extend your brand via
social channels, multiplying program
reach and increasing overall program
performance

9. Enlist The Support of
Your Biggest Fans
Discover targeted card members in
good-standing
• Advertised in Discover Account Center
• Offered cash back incentive to the card
member and the referred customer
• Implemented StrongMail Influencer to refer
friends through a range of channels,
including Facebook, Twitter and Email

10. Enlist The Support of
Your Biggest Fans
Results
• 37% of conversions via social
channel invitations
• Army of social influencers
identified
• Email programs in development to
target additional influencers

11. Enlist the Support of Your Biggest Fans
The compelling offer encourages
the recipient to take action and
share the experience with
friends.
Online and offline components drive
multi-channel engagement.

12. Enlist the Support of Your Biggest Fans
Landing Page offers social
and email options to share
the discount with your friends
And gives you a good reason
to share

13. Enlist the Support of Your Biggest Fans
• Houlihan's decided to first establish
a private social network, instead of
an open one
• Offers exclusive invitations to
tasting events and other member-
only opportunities
• Rewards loyal customers and
confers them with insider status

14. "We want to make our best customers feel
special - so they feel empowered, so they hear
about things first, tasting menu items or drinks
before they go onto our menu."

15. The “Groundhog Day” Theory of Marketing
• Remember every interaction
(and learn!)
– Remember what I’ve already told you
– Use all available data from other
channels to drive the conversation
– Whenever and wherever I see you,
recognize me and treat me like an old
friend
• Seek to understand and predict
– Build strategies around me
– Know what I might – and might not – be
interested in at that moment
http://www.youtube.com/watch?v=9hq5jZrFTbE

16. Combining social, email, customer and
offline insight is key to practicing the
Groundhog Day Theory of Marketing
Social Email
Offline • Social sites • Subscriptions
Customer • Income • Brand affinities • Category clicks
• Establish highly targeted lists
• Product history • Children • Friends, reach • Product clicks
for email programs
• Segment • Home ownership • Influence • Recent activity
• Use customer insight to tailor
• Demographics • Purchase behavior • Sentiment • Dormant activity messaging and media plan
• Loyalty points • Interests • Open/click rates • Reach key influencers and
• Lifestyles
spread brand awareness
• Propensity to trade up • Occupation • Occupation • etc. through incentivized offers
• Lifecycle stage • Education • Education • Serve display media to only
• Location people you want
• Abandonment • etc.
• etc. • etc.

17. You Don’t Have to Boil the Ocean

18. Fusing Insight Into Communications
Responding to “I’m
Ready to Buy!” signals
• Automated email
in response to web
browsing behavior

19. Fusing Insight Into Communications
Meet Susan Yahoo Subscriber
PCR Member since 2002
44 years old
Loyalty Program Status
Married, with kids
Business Traveler Converts frequently against
Stays 29 Nights/Year Partner email messages
Active Platinum Member
NO = Ambassador Program Multi-brand Program Active
Intercontinental Hotel Brand
Active Email Subscriber Affinity

20. Fusing Insight Into Communications
Meet Susan Yahoo Subscriber
PCR Member since 2002
44 years old
Loyalty Program Status
Married, with kids
Business Traveler Converts frequently against
Stays 29 Nights/Year Partner email messages
Active Platinum Member
NO = Ambassador Program Multi-brand Program Active
Intercontinental Hotel Brand
Active Email Subscriber Affinity

21. Fusing Insight Into
Communications
• Clicked on previous email
but did not convert
• Needs 1,000 points to obtain
next level of status
• Is not a partner credit card
holder

22. Fusing Insight Into Communications: Fail!
Ordered wife flowers
3 days ago on site
Already have Gold
Membership

23. Remember Why She Became a Fan
• Give her what she wants
• 3 steps to giving something
away
1. Say what/when you are giving
and to who
2. Give it away easily and without
strings attached
3. Tell the receiver, and everyone
else, what you just gave

24. Is Facebook the Answer?
• 24% of marketers said they
measure the ROI of social media
by looking at increases in revenue
– Additionally, 38% said they count
increased “likes,” comments and
interactions on Facebook.
• Marketers think they know how
social media can influence and
add value to a company, but by
linking these soft benefits to
results, they will be better able to
prove the importance of this
channel going forward
Source: Wildfire Interactive Inc.

25. It Depends…
• Another recent study suggests slightly
more than 1% of fans of the biggest
brands on Facebook are actually
engaging with the brands
• There tends to be a much greater
occurrence of heavy buyers in the
Facebook population than in a more
general population of customers
• But, purchase frequency didn't increase
after someone becomes a fan
•
Source: Ehrenberg-Bass Institute

26. “Facebook doesn't really differ from mass media.
It's great to get decent reach, but to change the way
people interact with a brand overnight is just unrealistic."
Karen Nelson-Field
Senior Research Associate
Ehrenberg-Bass Institute

27. Questions?
Chris Marriott
VP of Agency Services
cmarriott@strongmail.com
650-421-7115
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