The Amazon Effect of Coordinating Email and Facebook Advertising
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The document describes how a customer named Kyle interacts with a hotel brand across multiple touchpoints. Kyle books a hotel for an upcoming trip after receiving a promotional email. He is then invited to enroll in the hotel's rewards program. Kyle receives further personalized communications during his stay and afterward that continue building his engagement with the brand over time.
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The Amazon Effect of Coordinating Email and Facebook Advertising
- 3. What do I do? Director Global Content & Research @kyleplacy
- 5. 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
- 6. What’s Now?
- 25. An economic model where creation, ownership and access are shared between people and corporations.
- 54. What’s causing this movement?
- 55. Smartphone massive growth potential with only 30% of total market. Mary Meeker’s 2014 Internet Trends Report
- 56. How can brands take advantage?
- 70. 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.
- 72. I sensed in Myspace… My salvation. John Green Author, Fault of Our Stars
- 74. Why would you ever want to put pictures of your family and friends on the Internet?? Kyle’s Mom, December 2003
- 78. How do we make one department’s outputs another department’s inputs?
- 79. 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
- 80. Email + Facebook
- 81. 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
- 82. 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.
- 83. 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.
- 84. 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.
- 85. 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.
- 86. It starts with data and ends with an experience
- 87. The Amazon Effect/Affect @kyleplacy
- 88. The Amazon Effect/Affect @kyleplacy eCommerce
- 89. @kyleplacy
- 90. @kyleplacy
- 96. 12-25% increase in sales if the transactional message includes personalized product recommendations. Salesforce ExactTarget Marketing Cloud @kyleplacy
- 97. @kyleplacy
- 98. @kyleplacy
- 99. @kyleplacy
- 101. 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.
- 102. An Upcoming Trip Kyle has an upcoming trip in two weeks to conference in Texas. He starts searching on brandX.com for a hotel.
- 104. 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
- 105. 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
- 106. 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.
- 108. 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
- 110. Gets a notification… After checking-in he gets a push message with a $5 off coupon.
- 111. Gets a notification… Before retiring for the evening Kyle receives a Push Notification reminding him of the free breakfast in the morning.
- 112. 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.
- 113. 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
- 114. 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
- 115. 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
- 116. 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
- 117. 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!
- 119. We must move from numbers keeping score to numbers that drive better actions. David Walmsley Head of Multichannel Marks & Spencer
Notes de l'éditeur
- Most of our time is spent trying to figure out What’s next? What is going to disrupt the consumer tomorrow. What is disrupting communication today. I’ve never actually been able to explain what the teams does… so I rely on Louis CK.
- While we are going to talk extensively about what’s next… it’s also important to remember what’s now. What’s my customer using now… what technology are they using now… how are they communicating now… what’s next is important for strategic development but what’s not is important for sales/revenue and ROI.
- While we are going to talk extensively about what’s next… it’s also important to remember what’s now. What’s my customer using now… what technology are they using now… how are they communicating now… what’s next is important for strategic development but what’s not is important for sales/revenue and ROI.
- Yerdle enables neighbors to gift goods - rather than buy
- Google and Waze have already started to share data (May 2014), in addition, Google is rolling out retail delivery with Shopping Express, and also has self-driving cars. Uber enables P2P transportation –largest investor is Google $258m
- Apps can pass a destination address to the Uber app, display pickup times, provide fare estimates, access trip history and more.
- Counting beds on offer, airbnb is already the fifth-largest hotelier in the world, with unparalleled global reach. Has a presence in nearly every country on earth Median price of a hotel vs cost of an Airbnb apartment
- Counting beds on offer, airbnb is already the fifth-largest hotelier in the world, with unparalleled global reach. Has a presence in nearly every country on earth Median price of a hotel vs cost of an Airbnb apartment
- Counting beds on offer, airbnb is already the fifth-largest hotelier in the world, with unparalleled global reach. Has a presence in nearly every country on earth Median price of a hotel vs cost of an Airbnb apartment
- Next, let’s talk about shifting services to now becoming marketplaces. We call this ‘Motivating a marketplace”. The naming is specific, you can’t own the marketplace, you can’t manage it, you simply must help usher them along, in this use case, the goal is to get the people to do these actions among themselves. If your company offers services, like a hospitality company serves guests, then learn how to tap into the marketplaces that are already forming in the sharing economy. There’s a number of new activities that people can perform, including to resell, co-owning, swapping goods, lending to each other, or gifting.
- The key is to convert products into services, services into marketplaces, and marketplaces build products They start off simple, but as we progress around the value chain, the investment and risk increases, but as well as the potential payoff. Let me walk through each one in detail and show you how. First, let’s focus on products becoming services. We call this “Company as a service” Now that customers want access to products –and may not necessarily want to own them, it means that companies Must change the relationship and offer it a new form through renting, subscribing or event lending –beyond just selling.
- The key is to convert products into services, services into marketplaces, and marketplaces build products They start off simple, but as we progress around the value chain, the investment and risk increases, but as well as the potential payoff. Let me walk through each one in detail and show you how. First, let’s focus on products becoming services. We call this “Company as a service” Now that customers want access to products –and may not necessarily want to own them, it means that companies Must change the relationship and offer it a new form through renting, subscribing or event lending –beyond just selling.
- Next, let’s talk about shifting services to now becoming marketplaces. We call this ‘Motivating a marketplace”. The naming is specific, you can’t own the marketplace, you can’t manage it, you simply must help usher them along, in this use case, the goal is to get the people to do these actions among themselves. If your company offers services, like a hospitality company serves guests, then learn how to tap into the marketplaces that are already forming in the sharing economy. There’s a number of new activities that people can perform, including to resell, co-owning, swapping goods, lending to each other, or gifting.
- Next, let’s talk about shifting services to now becoming marketplaces. We call this ‘Motivating a marketplace”. The naming is specific, you can’t own the marketplace, you can’t manage it, you simply must help usher them along, in this use case, the goal is to get the people to do these actions among themselves. If your company offers services, like a hospitality company serves guests, then learn how to tap into the marketplaces that are already forming in the sharing economy. There’s a number of new activities that people can perform, including to resell, co-owning, swapping goods, lending to each other, or gifting.
- Tap the crowd for better rates and terms that a company can set and achieve the highest form of loyalty: Shared Destiny.
- Tap the crowd for better rates and terms that a company can set and achieve the highest form of loyalty: Shared Destiny.
- Tap the crowd for better rates and terms that a company can set and achieve the highest form of loyalty: Shared Destiny.
- http://www.bizjournals.com/atlanta/print-edition/2013/08/23/coca-cola-creating-app-to-help-workers.html?page=all
- Next, let’s talk about shifting services to now becoming marketplaces. We call this ‘Motivating a marketplace”. The naming is specific, you can’t own the marketplace, you can’t manage it, you simply must help usher them along, in this use case, the goal is to get the people to do these actions among themselves. If your company offers services, like a hospitality company serves guests, then learn how to tap into the marketplaces that are already forming in the sharing economy. There’s a number of new activities that people can perform, including to resell, co-owning, swapping goods, lending to each other, or gifting.
- Next, let’s talk about shifting services to now becoming marketplaces. We call this ‘Motivating a marketplace”. The naming is specific, you can’t own the marketplace, you can’t manage it, you simply must help usher them along, in this use case, the goal is to get the people to do these actions among themselves. If your company offers services, like a hospitality company serves guests, then learn how to tap into the marketplaces that are already forming in the sharing economy. There’s a number of new activities that people can perform, including to resell, co-owning, swapping goods, lending to each other, or gifting.
- So where does all of this leave us? Marketing has been changed forever, particularly the world of consumer marketing. Technology that has unlocked an entirely new ways to connect with people, as well as a new set of expectations around what those interactions should look like.
- So where does all of this leave us? Marketing has been changed forever, particularly the world of consumer marketing. Technology that has unlocked an entirely new ways to connect with people, as well as a new set of expectations around what those interactions should look like.
- Either make into a build or break into two slides: 1. these are the ingredients 2. this is what we did
- So where does all of this leave us? Marketing has been changed forever, particularly the world of consumer marketing. Technology that has unlocked an entirely new ways to connect with people, as well as a new set of expectations around what those interactions should look like.
- Last mile project – how do you innovate around the delivery point.
- Last mile project – how do you innovate around the delivery point.
- Last mile project – how do you innovate around the delivery point.
- Last mile project – how do you innovate around the delivery point.
- Last mile project – how do you innovate around the delivery point.
- Last mile project – how do you innovate around the delivery point.
- Small business owner and frequent traveler growing business that has expanded regionally and he will have to start to travel to fuel growth in the northeast region - very cost conscious - drives/takes train to most locations - opted into brand X and brand Y email program – not rewards - has 8 stays in the past three months with brandX, brandY and Days Inn in the throughout the NE – each 1-2 nights
- Has an upcoming trip in two weeks to conference in Texas – starts searching on brandX.com for a hotel
- <<Show snapshot of contacts model with browse behavior>>
- Receives a promo email from brandX – with special rates for the month, the top three are close to his upcoming trip in Texas - clicks through and books <<Desktop>>
- Receives his confirmation email which invites him to enroll in Rewards
- 3x Welcome/Onboarding series to T & H Client Rewards Thank you, education about program (how to add previous stays), incentive to complete profile (get bonus rewards points) Shows he mostly books for business, looking for best value and business amenities (wifi) Show snapshot of contacts model now that profile center has been completed (explicit data)
- Show snapshot of contacts model now that profile center has been completed (explicit data)
- Jump ahead a few months… Browse Retarget Has upcoming meeting in Parsippany, browses brandY in area He doesn’t purchase without doing more research, so he plans on searching tonight at other hotels He abandons his search Receives browse retarget email that evening which reminds him of the free breakfast and wifi available at brandY, he purchases
- Jump back to the contacts model to show how contact has updated with implicit (browse/purchases/past stays) data
- Checks-in he downloads the new T & H Client hotel app and opts in for alerts during this stay After check in he gets a push message for free drink Meets up with colleagues to review presentation Gets another push message with reminder with the free breakfast hours As he leaves in the AM for his presentation, he gets a Push asking to confirm a email copy of his receipt
- Email receipt from stay Business traveler and easier to keep record of Include Partner offers—T & H Client rewards visa card Contacts model With this stay he hits Gold status and receives an email congratulating him and reminding him of his perks Thank him for his loyalty Makes connection to leisure travel use rewards points Highlight his activity
- Fast forward 3 months he receives his monthly rewards newsletter and there is a promotional 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.
- Goes to guided trip planner Business vs leisure Type of destination (beach, nature, city, amusement parks, etc) Price range How to pay for his trip Points v Cash (since he is logged in it takes into account his points and shows him how many he has) Driving or flying Helps him pick the perfect location and hotel from across T & H Client hotels that will meet the needs of his family and stay within his budget by using his points
- Kyle is going to Disney with his family – T & H Client Grand Resort Two days prior he receives pre-trip email and it contains a suite upgrade – he clicks through and accepts – next best offer
- 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 Kyle then receives a email thanking him for bringing his family to their resort and ask him to rate and review the trip. After a great trip, with great service he goes online and provides a stellar rating.