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Social Intelligence and the Rise of the Collaborative Economy

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Social Intelligence and the Rise of the Collaborative Economy

  1. exacttarget.com/blog kylelacy.com @kyleplacy
  2. What do I do? Director Global Content & Research @kyleplacy
  3. What’s Next? @kyleplacy
  4. Click the center icon >>>>> and browse for the image you want to insert. IF IMAGE INSERTS IN FRONT OF FOOTER, Right click on the image and Select Arrange/Send to Back
  5. What’s Now?
  6. Moments Matter
  7. @@kykleylpelpalcaycy #ETFOM
  8. @@kykleylpelpalcaycy #ETFOM
  9. @@kykleylpelpalcaycy #ETFOM
  10. @kyleplacy Collaborative Economy
  11. An economic model where creation, ownership and access are shared between people and corporations.
  12. @kyleplacy @kyleplacy #mixwest14
  13. @kyleplacy @kyleplacy #mixwest14
  14. @kyleplacy @kyleplacy
  15. @kyleplacy @kyleplacy #DMAI14
  16. @kyleplacy @kyleplacy #DMAI14
  17. @kyleplacy @kyleplacy #mixwest14
  18. What’s causing this movement?
  19. Smartphone massive growth potential with only 30% of total market. Mary Meeker’s 2014 Internet Trends Report
  20. How can brands take advantage?
  21. The Building of a Collaborative Economy 1. People are empowered to get what they need from each other. 2. The crowd is becoming like a company –bypassing inefficient corporations. 3. Corporations must use these same tools and strategies to regain relevancy. 4. This requires business model change: product > service > marketplace > repeat. 5. As a result, companies are resilient: connected, empowering others, efficient, and profitable.
  22. Social Intelligence @kyleplacy
  23. I sensed in Myspace… My salvation. John Green Author, Fault of Our Stars
  24. Why would you ever want to put pictures of your family and friends on the Internet?? Kyle’s Mom, December 2003
  25. How do we make one department’s outputs another department’s inputs?
  26. Embed Social Media Across the Fabric of the Organization & Empower Subject Matter Experts… Marketing • Marketing Insights • Analysis • Engage • Marcom –Paid, Earned, Owned Sales • Sales Insights • Response • Proactive Lead Generation Customer Service • Support • Peer-2-Peer Self Help • Ranters & Ravers • NPS Innovation • Innovation Insights • Product Feedback • Competitor Insights Collaboration • Community Driven • UGC • Enterprise Sharing (Aligned w/ Chatter) It Starts with Actionable Social Listening
  27. Email + Facebook
  28. Would customers reached by both email and Facebook ads be more likely to convert than those reached by email alone? We partnered with an online retailer to find out. TEST GROUP 925,000 email subscribers MATCHED AUDIENCE 565,000 subscribers (61%) matched to a Facebook Custom Audience 35% opened emails 42% saw Facebook ads Results based on a retailer's study conducted over two weeks in April 2014, targeting 925,000 US email subscribers using Salesforce Marketing Cloud and Facebook Custom Audiences. Facebook Offline Conversion Measurement matched and correlated ad impressions to email engagement and transactions. Findings are observational. Offline Conversion Measurement
  29. Here’s what happened 18% only opened emails 27% only saw Facebook ads 16% opened emails and were exposed to Facebook ads 38% did not see ads or open email email openers 18% ads only TEST GROUP: OPENED EMAILS ONLY COMBINED EMAIL OPENS & ADS SAW FACEBOOK ADS ONLY 27% combined 16% Results based on a retailer's study conducted over two weeks in April 2014, targeting 925,000 US email subscribers using Salesforce Marketing Cloud and Facebook Custom Audiences. Facebook Offline Conversion Measurement matched and correlated ad impressions to email engagement and transactions. Findings are observational.
  30. Coordinating email and Facebook ads improved reach. email openers combined ads only Facebook ads extended email reach by 77% TEST GROUP: OPENED EMAILS ONLY COMBINED EMAIL OPENS & ADS SAW FACEBOOK ADS ONLY Results based on a retailer's study conducted over two weeks in April 2014, targeting 925,000 US email subscribers using Salesforce Marketing Cloud and Facebook Custom Audiences. Facebook Offline Conversion Measurement matched and correlated ad impressions to email engagement and transactions. Findings are observational.
  31. Email openers who saw ads were more likely to purchase. email openers combined ads only When reached with Facebook ads, Email openers were 22% more likely to purchase TEST GROUP: OPENED EMAILS ONLY COMBINED EMAIL OPENS & ADS SAW FACEBOOK ADS ONLY Results based on a retailer's study conducted over two weeks in April 2014, targeting 925,000 US email subscribers using Salesforce Marketing Cloud and Facebook Custom Audiences. Facebook Offline Conversion Measurement matched and correlated ad impressions to email engagement and transactions. Findings are observational.
  32. Email openers who saw ads also spent more, on average. Email openers who saw Facebook advertising spent $.54 more than other email openers, at a cost of about $.03 per email opener. email openers combined ads only TEST GROUP: OPENED EMAILS ONLY COMBINED EMAIL OPENS & ADS SAW FACEBOOK ADS ONLY Results based on a retailer's study conducted over two weeks in April 2014, targeting 925,000 US email subscribers using Salesforce Marketing Cloud and Facebook Custom Audiences. Facebook Offline Conversion Measurement matched and correlated ad impressions to email engagement and transactions. Findings are observational.
  33. It starts with data and ends with an experience
  34. The Amazon Effect/Affect @kyleplacy
  35. The Amazon Effect/Affect @kyleplacy eCommerce
  36. @kyleplacy
  37. @kyleplacy
  38. @kyleplacy via ben-evans.com
  39. @kyleplacy via ben-evans.com
  40. @kyleplacy via ben-evans.com
  41. @@kykleylpelpalcaycy#m#EixTwFeOstM14
  42. 12-25% increase in sales if the transactional message includes personalized product recommendations. Salesforce ExactTarget Marketing Cloud @kyleplacy
  43. @kyleplacy
  44. @kyleplacy
  45. @kyleplacy
  46. Humanizing Automation @kyleplacy
  47. Meet Kyle He’s the owner of a growing small business in Boston. As a father of 4 kids he’s very cost conscious and drives or takes the train to most locations. While a subscriber of T & H Client’s brandX and brandY emails, he’s not a loyalty member.
  48. An Upcoming Trip Kyle has an upcoming trip in two weeks to conference in Texas. He starts searching on brandX.com for a hotel.
  49. Promo Email Kyle receives a promo email from brandX with special rates for the month. The top three are close to his upcoming trip in Texas so he clicks through and books. Email Kyle, Check Out This Month’s Top Rates From Portland to Portland we’ve got you covered. From $84.15 Dallas, TX Love Field Get the most out of your next Dallas business trip and book a room at our brandX by T & H Client Dallas Love Field hotel.…Read more Book Now From $101.15 Irving, TX Las Colinas brandX by T & H Client Dallas/Las Colinas hotel, near Dallas Fort Worth International Airport. Located off Route 114…Read more Book Now From $101.99 Richardson, TX Richardson Nestled in the heart of the Corridor north of downtown TX, the brandX by T & H Richardson/Dallas…Read Book Now
  50. Confirmation Email Kyle receives his confirmation email which invites him to enroll in T & H Client Rewards. Email Welcome! Your brandX by T & H Client Confirmation is below. Name T & H Client Rewards Confirmation Number Arrival Date Departure Date Check-In Time Check-Out Time brandX Love Field 650 N. Stemmons Freeway, I-35E Exit 434A Empire Central, Dallas, TX 75247 US Kyle Thompson Enroll Now 74589AH67DH 1/24/14 1/26/14 3:00 PM 11:00 AM
  51. Welcome Series Upon signing up for T & H Client Rewards Kyle receives a series of 3 emails from the Welcome drip campaign which aims to: • Thank • Educate about the program • Incentivize to complete his profile Email Total Points; 0 Welcome To T & H Client Rewards Free Bonus Points! Complete Your Profile Tell us more about yourself and receive bonus points towards your next free stay.
  52. Browse Retarget Email Kyle receives a browse retarget email that evening which reminds him of the free breakfast and wifi available at brandY. As a result he books his stay. Email Your Parsippany Stay Awaits Get a free, hot breakfast and WiFi at brandY brandY Parsippany 949 Route 46, Parsippany, NJ 07054 US A warm bed, hot breakfast, and free WiFi come standard when you stay at brandY. Book Now
  53. Gets a notification… After checking-in he gets a push message with a $5 off coupon.
  54. Gets a notification… Before retiring for the evening Kyle receives a Push Notification reminding him of the free breakfast in the morning.
  55. Gets a notification… After he leaves for his presentation in the morning he receives a Push Notification asking if he’d like to receive an email copy of his stay receipt.
  56. Email Receipt After his stay Kyle receives an e-Receipt with a partner offer to sign up for the T & H Client Rewards Visa. Inbox (1) E-Receipt Your Recent Stay e-Receipt brandY 949 U.S. 46, Parsippany, NJ 07054 Room Arrival Date Departure Date Adult/Child Room Rate Rate Plan T & H Client Rewards # 213 1/27/14 1/28/14 1/0 $59.00 LW-T 675930992 Stay Total $65.24 EARN POINTS TOWARDS FREE NIGHTS WITH T & H Client REWARDS VISA
  57. Email Newsletter Fast-forward 3 months Kyle receives his monthly rewards newsletter and there is a promotion for a trip finder. He has traveled a lot and accumulated a lot of points and is ready for a last minute vacation with the family. Email Total Points; 42,000 T & H Client Rewards Newsletter How will you use your rewards? Want to find the perfect getaway? Try our all new TRIP FINDER Start Now
  58. Trip Finder Kyle answers a series of questions which helps the ExactTarget Customer Intelligence engine determine the best trip for him. Web Browser Mon 3.31 PM T & H Clientrewards.com/tripfinder Find Your Perfect Trip How will you arrive at your destination? o Drive o Fly Back Next
  59. Trip Finder After he submits his answers T & H Client displays the results. Web Browser Mon 3.31 PM T & H Clientrewards.com/tripfinder Your Perfect Trip Results T & H Client Grand Resort - Walt Disney World Orland, FL Located in the heart of Orlando, Florida, enjoy sophisticated charm and Mediterranean-inspired comfort minutes from the area’s top theme parks, golf courses and attractions. T & H Client Grand Orlando Resort is surrounded by 500-acres of the stunning woodlands of Bonnet Creek. Book Now
  60. On Vacation… On day two at the pool he posts a picture of the family enjoying the vacation. He then receives a response from T & H Client with an offer for free ice cream for the kids during his stay Facebook Kyle Thompson 5 minutes ago T & H Client Hotel Group 2 minutes ago Glad you’re enjoying your stay. Bring this to the concession stand for free ice cream for the kiddos!
  61. Experience equals Relevance
  62. We must move from numbers keeping score to numbers that drive better actions. David Walmsley Head of Multichannel Marks & Spencer
  63. exacttarget.com/blog kylelacy.com @kyleplacy

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