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

1. OHO Interactive
Presented by John Money, OHO Interactive
September 2013
How To Personalize Content
To Drive Customer Action

2. 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

3. One Big Question To Consider

4. 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)

5. What Is Personalized Content?

6. It Depends On Who You Are Serving
End Users
Channel Partners
Consumers

7. And Who Your Viewer Is...
Anonymous
Customer
Identified

8. And What Channel You Are Using
๏ Website
๏ Mobile apps
๏ Email
๏ Social Media

9. 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.

10. What is personalization?
of adults under 34 are
willing to share their
location to get more
relevant content.*
62%
*(JiWire Insights Report, Q4 2011)

11. Regional segmentation

12. What are you looking for?
๏ Personalize page
results using
information
provided in search

13. Crowd Sourced Personalization
of retailers plan to
focus on web
personalization
engines in 2012.*
53%
*(National Retail Federation)

14. Recommendation Engine

15. 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)

16. Progressive Profiling
๏ Collect user data
over time, multiple
visits
๏ Lower barrier to
entry
๏ Perceived time,
effort

17. 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

18. How Do You Manage Personalized
Content?
๏ Segmentation
๏ Default pages
๏ Taxonomy
๏ A/B testing

19. How Do You Measure It All?
๏ Benchmarks
๏ Goals
๏ Time spent on site
๏ Increased conversions
๏ Results and post-mortem

20. What Type of Engagement Are You
Trying To Drive?

21. Increase Conversions
Romney example here
What is your KPM
(key performance
metric)?

22. Increase Monetary Spend
๏ Customer lifetime
value
๏ New versus repeat
๏ Cross-sell

23. 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

24. Inspire Advocacy

25. Inspire Advocacy

26. Driving Engagement With User
Generated Content
๏ Product Reviews
๏ Blog Posts
๏ Photo Sharing
๏ Video Uploads

27. 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

28. Driving Engagement With Gamification
๏ Over 350 companies have
launched major gamification
projects since 2010
๏ Major League Baseball
๏ Adobe
๏ NBC
๏ Ford
๏ Southwest
๏ Oracle
๏ Cisco
๏ Salesforce

29. What Are The Technical Challenges?
๏ Performance of traditional stack
๏ Acquia
๏ Caching
๏ CDN

30. Key Take Aways
๏ Align with business objectives
๏ Segmentation
๏ Progressive profiling
๏ Consent
๏ Forms of engagement
๏ Measure and test

31. Questions?