Putting the Marketing Democracy to Work for You!

Say Hello to the New Marketing Democracy

Power to the peopleEveryone 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

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…

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”

The Permanent Campaign

ContentExtensive product selection- Sorting tools (low to high,

bestselling)

ContextInformation to assist shoppers

- Product Selectors- Unique needs

- Unexpected uses for same product

ConversationsForums for customers to connect with

the brand and with each other- Reviews, blogs, user videos, social

(SWYN)

• Savvy marketers will engage customers between purchases• Hammering with “buy now” messaging quickly turns to noise, especially in today’s economic climate

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

The Permanent CampaignGoal• 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

Motivate Key Influencers to extend your brand via social channels, multiplying program reach and increasing overall program performance

Identify whichcustomersare active on the Social Web

Target the mostvaluable potentialInfluencers

Enlist the Support of Your Biggest Fans

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

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

Enlist the Support of Your Biggest Fans

Online and offline components drive multi-channel engagement.

The compelling offer encourages the recipient to take action and

share the experience with friends.

Enlist the Support of Your Biggest Fans

Landing Page offers socialand email options to sharethe discount with your friends

And gives you a good reasonto share

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

"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."

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

Social• Social sites

• Brand affinities

• Friends, reach

• Influence

• Sentiment

• Interests

• Occupation

• Education

• Location

• etc.

Customer• Product history

• Segment

• Demographics

• Loyalty points

• Propensity to trade up

• Lifecycle stage

• Abandonment

• etc.

Offline• Income

• Children

• Home ownership

• Purchase behavior

• Lifestyles

• Occupation

• Education

• etc.

• Establish highly targeted lists for email programs

• Use customer insight to tailor messaging and media plan

• Reach key influencers and spread brand awareness through incentivized offers

• Serve display media to only people you want

Combining social, email, customer and offline insight is key to practicing the Groundhog Day Theory of Marketing

Email• Subscriptions

• Category clicks

• Product clicks

• Recent activity

• Dormant activity

• Open/click rates

• etc.

You Don’t Have to Boil the Ocean

Fusing Insight Into Communications

Responding to “I’m Ready to Buy!” signals• Automated email

in response to web browsing behavior

Meet SusanPCR Member since 2002

44 years oldMarried, with kids

Business TravelerStays 29 Nights/Year

Active Platinum MemberNO = Ambassador Program

Active Email Subscriber

Yahoo Subscriber

Loyalty Program Status

Converts frequently against Partner email messages

Multi-brand Program Active

Intercontinental Hotel Brand Affinity

Fusing Insight Into Communications

Meet SusanPCR Member since 2002

44 years oldMarried, with kids

Business TravelerStays 29 Nights/Year

Active Platinum MemberNO = Ambassador Program

Active Email Subscriber

Yahoo Subscriber

Loyalty Program Status

Converts frequently against Partner email messages

Multi-brand Program Active

Intercontinental Hotel Brand Affinity

Fusing Insight Into Communications

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

Fusing Insight Into Communications: Fail!

Ordered wife flowers 3 days ago on site

Already have GoldMembership

Remember Why She Became a Fan

• Give her what she wants• 3 steps to giving something

away1. Say what/when you are giving

and to who2. Give it away easily and without

strings attached3. Tell the receiver, and everyone

else, what you just gave

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.

• 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

It Depends…

“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 AssociateEhrenberg-Bass Institute

Questions?

• Go to www.strongmail.com• Whitepapers• Research• Case Studies• Webinars• Expert Advice & Blogs• Twitter: @strongmail• Facebook.com/strongmail

Chris MarriottVP of Agency Servicescmarriott@strongmail.com 650-421-7115