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Marketers understand the value of communicating with customers on a personal level. Offering targeted content can build loyalty, increase engagement and drive action. Creating inspiring experiences can be the difference between winning or losing marketing share. It is important to use data to implement personalization on your site. Leveraging Drupal as an integration hub and using Salesforce.com as a data respository for capturing user activity can fuel a marketer’s ability to deliver a unique experience. OHO, an Acquia partner, will demonstrate how the Romney for President campaign used this approach to connect with their audience and ultimately raise donations over $200 million. In this webinar, you will learn how to: • Inspire and empower users to become active brand advocates • Use multi-channel strategies and techniques • Implement gamification to increase engagement
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OHO Interactive
Presented by John Money, OHO Interactive
September 2013
How To Personalize Content To Drive Customer Action
What You’ll Learn
๏ Why providing a personalized user experience is important
๏ How you can inspire and empower users to take action through personalization
๏ Best practices for incorporating personalization into your marketing strategies
One Big Question To Consider
How Important Is Personalization?
of consumers feel more positive about a brand when marketing messages are personalized.*
**(Econsultancy and Adobe survey, 7/12)
61% 32%of digital marketers say their CMS enables personalization.**
*(Responsys survey, 7/13)
What Is Personalized Content?
It Depends On Who You Are Serving
End UsersChannel Partners
Consumers
And Who Your Viewer Is...
Anonymous
Customer
Identified
And What Channel You Are Using
๏ Website๏ Mobile apps ๏ Email๏ Social Media
And How Personalized You Want To Get
The depth and granularity of the
personalization you incorporate should be decided based on your level of effort weighed
against measurable rewards/results.
What is personalization?
of adults under 34 are willing to share their location to get more relevant content.*
62%
*(JiWire Insights Report, Q4 2011)
Regional segmentation
What are you looking for?
๏ Personalize page results using information provided in search
Crowd Sourced Personalization
of retailers plan to focus on web personalization engines in 2012.*
53%
*(National Retail Federation)
Recommendation Engine
Leveraging Personal Brand
A high-impact recommendation from a
trusted friend conveying a relevant message is up to
50 times more likely to trigger a purchase than a
low-impact recommendation.*
50x
*(McKinsey Quarterly)
Progressive Profiling๏ Collect user data
over time, multiple visits
๏ Lower barrier to entry๏ Perceived time,
effort
How Do You Track Users?
๏ Data facilitates personalization๏ Cookies
๏ Consent and privacy implications (EU)๏ Customer data warehouse
๏ Marketing automation๏ Marketo, Pareto, Eloqua, Hubspot
๏ Sales automation๏ Salesforce
How Do You Manage Personalized Content?
๏ Segmentation๏ Default pages ๏ Taxonomy๏ A/B testing
How Do You Measure It All?
๏ Benchmarks๏ Goals
๏ Time spent on site๏ Increased conversions
๏ Results and post-mortem
What Type of Engagement Are You Trying To Drive?
Increase Conversions
Romney example hereWhat is your KPM (key performance
metric)?
Increase Monetary Spend
๏ Customer lifetime value
๏ New versus repeat ๏ Cross-sell
Increase Social Sharing
๏ Low barrier to entry for account creation
๏ Social sign-in can boost social media participation
๏ Show which friends of the user are registered to increase use of the social sign-in
Inspire Advocacy
Inspire Advocacy
Driving Engagement With User Generated Content๏ Product Reviews๏ Blog Posts๏ Photo Sharing๏ Video Uploads
Driving Engagement With Social
๏ Find out where your audience is and engage with them there
๏ Create content that people want to share
๏ Build a conversation with people that engage with you
๏ Reward behaviors that you want to encourage
Driving Engagement With Gamification
๏ Over 350 companies have launched major gamification projects since 2010๏ Major League Baseball๏ Adobe๏ NBC๏ Ford๏ Southwest๏ Oracle๏ Cisco๏ Salesforce
What Are The Technical Challenges?
๏ Performance of traditional stack๏ Acquia
๏ Caching๏ CDN
Key Take Aways
๏ Align with business objectives๏ Segmentation๏ Progressive profiling๏ Consent๏ Forms of engagement๏ Measure and test
Questions?
