Couldn't make it to our DC User Group? Be sure to check out this presentation for a play-by-play discussion of how we utilized Silverpop to set up the A Mere Truffle site, which features website + Facebook + email integration.

1. A MERE TRUFFLE
Behind the Glasses
July 10, 2012

2. About Whereoware
Online strategy, design,
development + marketing
The stats:
• 12 years in the business
• Work with B2B + B2C companies
• Philosophy: targeted, personalized, automated
emails
• Silverpop partner
• 2011 agency partner of the year
• Worked with Silverpop for 7+ years
• 40+ Silverpop clients
Twitter: @whereoware
About me: Caitlin Kelly, Online Marketing Manager,
3 years of experience with Silverpop
Twitter: @Whereoware

3. Website + Facebook + email integration

4. Website + Facebook + email integration
“WE WANT TO DO THAT”

5. Where to begin?
Key steps we took:
 Planned the experience
 Set up database
 Created landing pages + web forms
 Put landing pages on website + Facebook
 Designed the emails
 Created the programs
 Tested, tested, tested!

6. Planned the experience

7. Our checklist
Key steps we took:
 Planned the experience
 Set up database
 Created landing pages + web forms
 Put landing pages on website + Facebook
 Designed the emails
 Created the programs
 Tested, tested, tested!

8. Set up the database
Non-keyed database:
Created a database that
does not have a sync ID
Benefits:
• Collect data on a lead
before asking for
identifying information
• You can still sync your
data intake

9. Set up the database
Non-keyed database:
Created a database that
does not have a sync ID
Benefits:
• Collect data on a lead
before asking for
identifying information
• You can still sync your
data intake

10. Our checklist
Key steps we took:
 Planned the experience
 Set up database
 Created landing pages + web forms
 Put landing pages on website + Facebook
 Designed the emails
 Created the programs
 Tested, tested, tested!

11. Web form overview
• Created all landing
pages and forms in
one site
• Used clickthrough
to populate a form
• Applied CSS to
forms to change the
standard style

12. Created the ‘Favorite’ form
Elements:
• Progressive form
• Dynamic
confirmation page
• Linked to another
form

13. What is a progressive form?
Defined: Form which
presents visitors with a
series of questions over
time
Goals:
• To collect data from
visitors without
overwhelming them
• To decrease form
abandonment

14. Built a progressive form
1. Chose “Progressive” form type on
‘Manage Site’ tab
2. Arranged fields in the order we
wanted them shown
1.
2.

15. Built a progressive form
3. Chose the number of fields we wanted shown each time
3.

16. What is a dynamic confirmation page?
Defined: An automatically
tailored exit message
based off collected data
Options:
• Create dynamic content
on the default
confirmation page
• Redirect your form to
another a new landing
page with dynamic
content

17. Dynamic content rules

18. Dynamic content snapshot

19. Dynamic content snapshot

20. Confirmation page redirect
• Copy the URL
from your
landing page +
open your
original form
• Select the
‘Submit’ button
+ update the
action in Object
Properties

21. Created the ‘Club’ form
Elements:
• Social Sign-In
• Contact matching
on ‘Email’
• Confirmation page
links to a ‘show all’
progressive form

22. Contact matched on ‘Email’
Even though we have a non-keyed database, we can still
contact match, or sync, on the field of our choice

23. Progressive form: show all
1. Arranged
questions in the 1.
appropriate
order
2. Selected ‘All’ to
ensure the
complete form
filled out 2.

24. Our checklist
Key steps we took:
 Planned the experience
 Set up database
 Created landing pages + web forms
 Put landing pages on website + Facebook
 Designed the emails
 Created the programs
 Tested, tested, tested!

25. Added our forms to the website
Form code is 1.
provided in
Standard Web
Form Properties
We chose to
post our forms
via an iframe 2.

26. Added our forms to the website
Screenshot of the website’s CMS editor with the iframe

27. Put our forms on Facebook
Screenshot of the website’s
CMS editor with the iframe

28. Put our forms on Facebook
• Searched for Static HTML on Facebook and went to the
app
• Clicked ‘Add Static HTML to Page.’ Once it was installed,
we pasted the iframe code into the public content section.

29. Our checklist
Key steps we took:
 Planned the experience
 Set up database
 Created landing pages + web forms
 Put landing pages on website + Facebook
 Designed the emails
 Created the programs
 Tested, tested, tested!

30. Created the Welcome email
Dynamic content
criteria: [Favorite
Chocolate] contains
Dark
DYNAMIC RECIPE NAME
DYNAMIC BACKGROUND
DYNAMIC TWITTER TEXT

31. Dynamic Share-to-Twitter text
Created a Share-to-Twitter
URL + used the links in
dynamic content
twitter.com/share?text=Check out my
new dark chocolate recipe from
@AMereTruffle&url=http://www.amere
truffle.com/darkchocolate.aspx

32. Our checklist
Key steps we took:
 Planned the experience
 Set up database
 Created landing pages + web forms
 Put landing pages on website + Facebook
 Designed the emails
 Created the programs
 Tested, tested, tested!

33. Created Welcome program
Defined: email
sent X number of
hours/days after
a visitor signs up
for your website/
email list
Our set-up:
Behavior trigger
campaign off
form submission

34. Checked + configured program
Execution Plan: one send, for quick execution
Recommend setting up follow-up campaign

35. Our checklist
Key steps we took:
 Planned the experience
 Set up database
 Created landing pages + web forms
 Put landing pages on website + Facebook
 Designed the emails
 Created the programs
 Tested, tested, tested!

36. Tested, tested, tested!

37. Key takeaways
Silverpop has powerful
features
Integrate the website +
Facebook + email
experience
Data is key
Start off small
Test, Test, Test

38. Comments + questions
MORE INFO
Slides available at:
www.slideshare.net/whereoware
GET IN TOUCH
Caitlin Kelly
Ckelly@whereoware.com
703-889-1214
Website: www.whereoware.com
Twitter: @whereoware
Facebook: www.facebook.com/whereoware
Blog: www.whereoware.com/blog