Managing the Connected Marketing Journey

Sitecore. Compelling Web Experiences

Page 1 www.sitecore.net

Managing the Connected

Marketing Journey

David Daniels & Erick Mott | October 6, 2010

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Why Connected Marketing Now?

Recent survey from Sitecore says…

Nearly 60% of marketers

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!

262 Respondents



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One hour webinar including brief Q&A

Webinar will be available on-demand including PDF

Join the conversation on Twitter with #SitecoreCMJ



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.



More than 2,000 Sitecore Customers

http://www.naa.org/Home/NAAOrg.aspx



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.

Featured Presenter: David Daniels



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

Agenda


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

You Want it When?



Social Multi-tasking Then

Hair

dryer

Baby

Not an

iPad

Manicure

An Actual

Conversation

Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved.



Social Multi-tasking Now Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved.



Multi-tasking Is Not New … Before Bluetooth

Still played

solitaire

during

work then,

too




Multi-tasking Today




At Least Our Multi-Tasking Devices

Have Gotten Better and Smaller

There is

an App

for that

And

that And

that

And

that

And

that And

that




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


Short Is In – Short Burst Society



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


Social Activities Fuel Email Growth



First CompuServe Ad,

September 24, 1979


Online Social Networking Is Not

A New Concept



Data & Content

Email Marketing

Social Marketing

Content Management& Production

Analytics Reporting Attribution

Relevant Subscriber

Segments & Testing

Integration & Process

Management

Mobile Marketing

Search

Marketing

Services Expertise Change Management

Marketing that is

integrated across

channels in a

manner to leverage

addressable

customer,

subscriber or

prospect data in

order to drive

greater campaign

effectiveness.

Marketing that is

driven by a

coordinated customer

centric organization

where success is

measured by the

customer experience.


Connected Marketing



Connected Marketing Supports the

Natural Lifecycle of Customer Management

Acquisition

Retention

Engagement

Advocacy WEB

Search Email

Mobile Social




Content Remains King in the Court

of Storytelling



20%

22%

23%

24%

25%

29%

30%

30%

31%

32%

0% 10% 20% 30% 40%

Adequate experienced staff

Lack of integrated customer data

Automating successful campaigns

Adequate staffing resources

Declining response rates

Knowing how to optimize our programs

Analyzing campaign results

Email deliverability

Managing email frequency

Subscriber/list churn

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

Top 2010 Email Marketer Challenges


Email Marketers Face Many Challenges



0%

10%

20%

30%

40%

50%

60%

Geographicdata

Demographicdata

Customersatisfactionsurvey data

Email clickbehavior

Customerprofitability

Socialinfluence rate

Segmentation attributes used by marketers to target email marketingmessages

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


Many Marketers Are Missing Key

Segmentation Opportunities



0%

10%

20%

30%

40%

50%

Fan pages on

social sites

Share email to

social networks

Twitter for

marketing

Twitter for

customer service

Target email

subscribers basedon social influence

Measure social

influence ofsubscribers

Currently Plan w/in 12 months No plans to deploy

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


Connect to Social Marketing



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


Why is Connected Marketing

Important?



Why Connected Marketing is also

Important?



1. Become a master of organizational change

Source: The Relevancy Group’s Connected Marketing Framework 4

www.cmf4.com

• 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

Company through the integration of:

People Processes Channels

Data Analysis Service providers Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved.

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



3. Reconstruct and create new measures of success


www.cmf4.com

• 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 specific success

measures that map to common corporate goals





4. Let relevance guide every customer interaction


www.cmf4.com

• Inbound or outbound marketing

• Acquisition or retention

• Service or sales

• Online or offline…

• Relevance & customer information

must guide interactions

• Consumer demand for relevance doesn’t change by channel

• Marketers must be well equipped to implement relevance

empowering tactics across the connected company

Whether…





The ability to test and execute multi-channel campaigns

from a single provider and/or connected providers

Webinar

Campaign

Subject line A Test

Subject line B Test

Search Engine Placement

Keyword Bidding

Social Campaign

Mobile Campaign

Testing Rendering


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.



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

across the organization? Copyright © 2010 The Relevancy Group, LLC. All Rights Reserved.


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.


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?



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.


Marketing

Heart of

Changing the Game Online.

Connected Marketing Case Study

Manchester City / Aqueduct / Sitecore

the City

Defining a new era

of football websites

City wanted one of the

best entertainment

websites in the world

A one stop shop for

celebrating the club fans

love, or are about to love,

through things they can

purchase and things they

can get for free

Immersive

Sharable

Personal

Involving Transactional

Easy

Partner

Friendly

Evolving

Ground

Breaking

A Challenge

High traffic volume

Traffic spikes

Drive sales

4 month timeline

Radical, uncompromising design

Video

Hi-res photography

Multi-system

integration

Real-time updates

Multi-language

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

Match Experience Feeds

Players’ Stats Feeds

Video Integration

Not just a website

City connects fans with fans

mcfc.co.uk

Facebook

Email

Fan Sites

Twitter

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?

• 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

The journey continues…

http://www.sitecore.net/Customers/Case-Studies/Manchester-City-FC.aspx










$161,520

$673,450

$23,389 $27,053$41,219

$242,327

$0.04

$0.14

$0

$100,000

$200,000

$300,000

$400,000

$500,000

$600,000

$700,000

Non-Connected Connected Marketer

$0.00

$0.05

$0.10

$0.15

$0.20

$0.25

Total Monthly RevenueTotal Monthly CostTotal Monthly Net ProfitEffective Per Message Cost to Generate Revenue

Email Marketing Cost Model Comparing Connected

Marketers and Non-Connected Marketers

To

tal M

on

thly

Do

llars

Pe

r M

sg

. C

ost to

Ge

ne

rate

Re

ve

nu

e

(Dollars)

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

Email Marketing Cost Model Comparing Connected

Marketers and Non-Connected Marketers



Change



http://www.google.com/imgres?imgurl=http://www.cs.columbia.edu/~sedwards/apple2fpga/apple_logo_rainbow_6_color.jpg&imgrefurl=http://www.cs.columbia.edu/~sedwards/apple2fpga/&usg=___9jRpgE7albn6ulMj0gMTezwmfo=&h=455&w=395&sz=29&hl=en&start=4&um=1&itbs=1&tbnid=epcdLO4cz9RHcM:&tbnh=128&tbnw=111&prev=/images?q=apple+logo&um=1&hl=en&safe=off&sa=X&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GGLJ_en&tbs=isch:1



“Each brand chooses a particular customer segment, and once chosen, sets

out to create sustainable points of distinction with that segment.”

Urban Change Continues



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

Connect to Social Marketing



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

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

Your Connected Marketing Map



Q&A

Upcoming Webinar:

7 Web Analytics Metrics Your Executives Need to Know October 26 & 27, 2010

Choose your region to register:

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David Daniels RelevancyGroup.com

Erick Mott Sitecore.net/ErickMott

Twitter hashtag: #SitecoreCMJ

Continue the conversation:

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Managing the Connected Marketing Journey