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@kyleplacy @jaybaer #ETWebinars
6 Ways to Improve Your
Customers' Journey from
Awareness to Action
July 29th, 2014
#ETWEBINARS
@kyleplacy @jaybaer #ETWebinars
@kyleplacy @jaybaer #ETWebinars
Meet Our Speakers
Jay Baer
President, Convince and Convert
New York Times Bestselling book: Youtility
Kyle Lacy
Director, Global Content Marketing & Research
Salesforce ExactTarget Marketing Cloud
@jaybaer @kyleplacy
@kyleplacy @jaybaer #ETWebinars
Moments
Matter
one.
@kyleplacy @jaybaer #ETWebinars
@kyleplacy @jaybaer #ETWebinars
@kyleplacy @jaybaer #ETWebinars
@kyleplacy @jaybaer #ETWebinars
Atomize
Your Content
to create more
moments
@kyleplacy @jaybaer #ETWebinars
@kyleplacy @jaybaer #ETWebinars
@kyleplacy @jaybaer #ETWebinars
@kyleplacy @jaybaer #ETWebinars
@kyleplacy @jaybaer #ETWebinars
Think Mobile First,
Not Mobile Also
two.
@kyleplacy @jaybaer #ETWebinars
@kyleplacy @jaybaer #ETWebinars
Mobile Penetration (Total Population)
0
10
20
30
40
50
60
70
Australia Brazil China France Germany Japan UK USA
36.8 35.4
27
18.3
5.9
30.2 31
52.2
13.8
33.1
38.2
28.8
19.6
50.9
43.5
64.6
26.3
46.9
42.3
39.8
24.7
62.2
56.4
2011
2012
2013
@kyleplacy @jaybaer #ETWebinars
Smartphone massive
growth potential with
only 30% of total market.
Mary Meeker’s 2014 Internet Trends Report
@kyleplacy @jaybaer #ETWebinars
Out of the 74% of
Japanese consumers
intending to upgrade their
phone…
Japan Consumer Insights Report 2014, ExactTarget Marketing Cloud
@kyleplacy @jaybaer #ETWebinars
99.5% will be upgrading
to a smartphone.
2014 Japan Consumer Insights Report, ExactTarget Marketing Cloud
@kyleplacy @jaybaer #ETWebinars
8.7
4.4
13.7
47.2
15.5
30.6
15.2
9.3
22.7
57.8
26
41.3
0
10
20
30
40
50
60
70
USA | Purchased a
product or service
USA | Searched for a
flat or house
USA | Searched for
restaurants or
pubs/bars
USA | Accessed a social
network
USA | Reviewed
websites, blogs or
message boards
USA | Looked up
directions or used a
map
2012
2013
Activities used on Smartphone (last 7 days)
@kyleplacy @jaybaer #ETWebinars
Content is
Mobile
@kyleplacy @jaybaer #ETWebinars
91% of consumers
indicated that access to
content across all devices
was important.
2014 Mobile Behavior Report, ExactTarget Marketing Cloud
@kyleplacy @jaybaer #ETWebinars
@kyleplacy @jaybaer #ETWebinars
World-wide, there are
more mobile phones than
toothbrushes.
Google
@kyleplacy @jaybaer #ETWebinars
Mobile Internet access
means you must create
self-serve information.
@kyleplacy @jaybaer #ETWebinars
Sources of information needed pre-purchase. Google.
@kyleplacy @jaybaer #ETWebinars
Listen because
Every Customer is
a Reporter
three.
@kyleplacy @jaybaer #ETWebinars
82% of adult internet users
are reached by social media.
@kyleplacy @jaybaer #ETWebinars
@kyleplacy @jaybaer #ETWebinars
Customer service is
now a spectator sport
@kyleplacy @jaybaer #ETWebinars
Cisco + Social Listening
• Listens to and triages more than 5000 social mentions a day on Facebook,
Twitter and other social channels, 70 FB pages and 100 Twitter accounts.
• 240 employees use Social Studios mobile apps
• One Centralized Platform
• Focus agency fees
• Avoid customer / partner interaction costs
• Increase team productivity
• New sales
@kyleplacy @jaybaer #ETWebinars
ROI: 281%
Payback: 5 months
Average annual benefit: $1,596,292
@kyleplacy @jaybaer #ETWebinars
Recognize that
Relevance Creates
Time.
four.
@kyleplacy @jaybaer #ETWebinars
41% of consumers buy more
from brands who send
personalized emails based on
past buying behaviors.
Return Path
@kyleplacy @jaybaer #ETWebinars
@kyleplacy @jaybaer #ETWebinars
@kyleplacy @jaybaer #ETWebinars
@kyleplacy @jaybaer #ETWebinars
@kyleplacy @jaybaer #ETWebinars
@kyleplacy @jaybaer #ETWebinars
@kyleplacy @jaybaer #ETWebinars
@kyleplacy @jaybaer #ETWebinars
@kyleplacy @jaybaer #ETWebinars
@kyleplacy @jaybaer #ETWebinars
@kyleplacy @jaybaer #ETWebinars
12-25% increase in sales if
the transactional message
includes personalized
product recommendations.
Salesforce ExactTarget Marketing Cloud
@kyleplacy @jaybaer #ETWebinars
@kyleplacy @jaybaer #ETWebinars
@kyleplacy @jaybaer #ETWebinars
@kyleplacy @jaybaer #ETWebinars
Embrace the Power
of Eventually
five.
@kyleplacy @jaybaer #ETWebinars
The difference between
helping and selling is just
two letters.
@kyleplacy @jaybaer #ETWebinars
@kyleplacy @jaybaer #ETWebinars
@kyleplacy @jaybaer #ETWebinars
Use Metrics that
Matter
six.
@kyleplacy @jaybaer #ETWebinars
Data equals
Relevance
@kyleplacy @jaybaer #ETWebinars
Data beats
Opinions
@kyleplacy @jaybaer #ETWebinars
@kyleplacy @jaybaer #ETWebinars
We must move from
numbers keeping score to
numbers that drive better
actions.
David Walmsley
Head of Multichannel
Marks & Spencer
@kyleplacy @jaybaer #ETWebinars
Keep Score
• There are four categories of measurement that matter :
• Consumption Metrics
• Advocacy and sharing metrics
• Lead-generation metrics
• Sales metrics
@kyleplacy @jaybaer #ETWebinars
We are surrounded by
data, but we’re starved
for insights.
@kyleplacy @jaybaer #ETWebinars
@kyleplacy @jaybaer #ETWebinars
Q&A
Jay Baer
President, Convince and Convert
New York Times Bestselling book: Youtility
Kyle Lacy
Director, Global Content Marketing & Research
ExactTarget Marketing Cloud
@jaybaer @kyleplacy
@kyleplacy @jaybaer #ETWebinars
Additional Digital Marketing Resources
http://www.exacttarget.com/resource-center/digital-marketing
@kyleplacy @jaybaer #ETWebinars
@kyleplacy @jaybaer #ETWebinars
Experience Digital Marketing Like Never Before
Join the journey at Connections 2014—transforming customer
interactions into exceptional brand experiences for your business
For one incredible week, the world’s best marketers come together to:
Explore emerging
connected
technologies
Hear from the
brightest innovators
and biggest brands
Experience
world-class education
and entertainment
exacttarget.com/connections
September 23-25
@kyleplacy @jaybaer #ETWebinars
exacttarget.com

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6 Ways to Improve your Customers’ Journey from Awareness to Action

Notes de l'éditeur

  1. More focused use of outside creative agencies. By standardizing on Radian6 and having one social listening center that triages all of Cisco’s social interactions, Cisco can ensure creative agency fees are invested in thought leadership and innovation in the social engagement space rather than simply managing tweets. Increased staff productivity. Cisco’s triage system, named ABCs (action-based conversations), and its ability to leverage a broad field of subject matter experts via Radian6 mobile device access, enables its employees to respond to social mentions in a time-appropriate way from anywhere, driving greater overall productivity. Additionally, triage reduces the overall time needed to respond to mentions and reduces the number of customer interactions or questions that might ultimately result in a call to a support center. Increased customer insights. Because Cisco can mine and analyze customer and partner social mentions in a meaningful way, they can have a better overall view of