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June 4, 2013 1 Twitter Hashtag: #iucmc13 Leverage Email & CRM to Cultivate IU Customer Experience & Engagement Is your e-strategy customer-centric? Do.

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Presentation on theme: "June 4, 2013 1 Twitter Hashtag: #iucmc13 Leverage Email & CRM to Cultivate IU Customer Experience & Engagement Is your e-strategy customer-centric? Do."— Presentation transcript:

1 June 4, Twitter Hashtag: #iucmc13 Leverage & CRM to Cultivate IU Customer Experience & Engagement Is your e-strategy customer-centric? Do your e-communications have an integrated content-management strategy to reach and engage your customers? June 4, 2013 Kathleen L Gerdink Lifetime Engagement Service Center

2 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement LIFETIME ENGAGEMENT SERVICE CENTER A partnership of IU Communications and University Information Technology Services (UITS) to serve university users of CRM and e-marketing.

3 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Lifetime Engagement Service Center Support clients CRM adoptions Integrated e-marketing Best practices & university policy Constituency lists, data

4 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement OBJECTIVES Building on 2011 and this year’s 2013 conference, best-in-class

5 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Marketing Conference 2011 Branding Unique value Tell a story The NOW Revolution Faster & integrated Measure “Emphasize Response-ability” Improving Marketing Effectiveness & Efficiency at IU “learning organization”

6 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Marketing Conference 2013 Advancing our Brand… Student degree completions IU Online Student experience Analytics Social media Media relations Mobile

7 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Today’s conversation Goal: leverage CRM and e-communications/ tools to _______ customer experience & engagement Trends IU Tools: supporting e-marketing Discussion & Wrap-up – & campaign use cases – Recap linch pin : axle; central cohesive element

8 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement DEFINITIONS Establish baselines and vocabulary for common understanding

9 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement definitions CRM – CRM is Customer or Constituent Relationship Management. It is a business process for growing and retaining clients. CRM often refers to the IT system that supports client development. “Customer” – Anyone who is a constituent, student, partner, alumnus, donor, employee, volunteer, admissions-candidate, parent-of-student, governmental contact, media contact, general public of the Indiana University Content marketing – It is about sharing information, rather than pitching products. Great content engages customers at every stage of lifecycle Event-driven marketing – evolving to mean knowing about behavior, past and present, and applying that knowledge in a way that influences customers. Drip or nurture marketing – Marketing with persistence, consistency, reciprocity, rapport, and ethics. A communication strategy that sends, or "drips," a messages to customers /prospects over time; messages are dripped in a series applicable to a specific behavior or status Customer experience – sum of ALL experiences a customer has with IU thru people, experiences, events, , social, direct mail, advertising, public relations, news & media, word-of-mouth,, over the duration of their relationship with IU Lifetime Engagement – a strategic approach to relationship management which aspires to achieve a “cradle to endowment” approach for prospecting, engaging and retaining constituents of the institution in more meaningful ways to build and strengthen a lifelong association.

10 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement THE PAST IS PROLOGUE Being a “learning organization” means learning from the past, but moving forward

11 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Changing marketing models

12 June 4, Twitter Hashtag: #iucmc13 replacing print for $$, volume E-marketing

13 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Growth of E-marketing Websites & SEO, banners, adwords Broadcast s Multiple clients, browsers & platforms Growth (and failures) of CRMs & ERPs IM & SMS growth E-marketing replacing telemarketing & Print (cost effectiveness, reach) Mobile devices & wireless networking Heightened expectations of consumers, patrons More tech-savvy, mobile, experienced web-search & e- commerce

14 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Growth of Marketing 1980s: early days of 1990’s: Hotmail, e-commerce 2000’s: mobile

15 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement - Average time/day in tools, Source: Osterman Research, h_0180.pdf h_0180.pdf B2C - Online offers consumers expect from brands via

16 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Growth of Mobile See: Nielsen, “The mobile consumer: a global snapshot, February 2013”

17 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement clients & opens Source: litmus.com, opens & clients

18 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement IU trends ↑Volume of sends rising exponentially ↑Volume forecasted to only grow ↑Multiple platforms for distribution ↑ replacing print & direct mail ↑Mobile ↑Non-marketing staff distributing broadcast communications

19 June 4, Twitter Hashtag: #iucmc13 Advancements in technology….challenges to big data, decision-support CRM

20 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Evolution of CRM

21 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Evolution of CRM: higher-ed Mature SIS Growth in Alumni and Advancement Discussing “Customers for Life” since 2004 Extending to entire university & customer lifecycle

22 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Evolution of CRM: higher-ed Cabrillo College, in Santa Cruz, CA – Extend data mining technology /CRM – Map alumni donations back to their educational experience – ID patterns for future development drives University of California – Applications up 5%, but admissions down 6% – CRM to better access data, demographics, non- traditional admits – Recognition & practices to support the “university is a business” success stories/CRM plans

23 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Evolution of CRM: higher-ed University of South Florida – Cracks & silos, data & business process – Integrated help desk, self-help knowledge-base, business and CRM systems – Improvements to Student Experience University of Pennsylvania – Trouble with customer service – Integrate schools’ CRM solutions with ERP – Inquiry management success stories/CRM plans

24 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement THE FUTURE Being a “learning organization” means learning from the past, but moving forward

25 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Summary of trends Marketing investments changing Growth in use BIG DATA Increased e-marketing Higher-ed marketing – Content marketing – Customer experience – Push vs. pull – Maintenance vs. growth – CRM – with Social – Integrated programs – Event-based marketing – BIG DATA, analytics Clients looking for:  Authenticity  Expertise  Social media ….mixed with traditional approaches

26 June 4, Twitter Hashtag: #iucmc13 Where the $$ are being spent Marketing Budgets

27 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Marketing investment trends Source: Mobile opens increased by 300% since 2010 StrongMail Survey, 2013 spending projections – 89% marketing $$ - no change – 56% to grow marketing budget,

28 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Marketing investment trends Source: organizations intent to increase spending in….

29 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Marketing investment trends Source: …to integrate with….

30 June 4, Twitter Hashtag: #iucmc13 ≠ RIP Growth in marketing

31 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement E-communications use worldwide accounts – 3.3 billion accounts in 2012 – Over 4.3 billion accounts by year-end 2016 – 14% in North America Consumer accounts- 75% of total Majority of s come from corporate – Expected increase 23% or 143 billion daily by 2016 – SPAM accounts for > 15% Source: messaging

32 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement E-communications use mobile Stats: Worldwide mobile users: 730 million Industry says anywhere from 27-41% of s opened on mobile (multiple sources, ) >30% of organizations do NOT have optimized for mobile Nearly 40% of organizations only offer “basic” features for optimization on mobile Trends: Mobile and opens will only grow Very few users open on multiple devices- won’t re-read/get second chance It’s not just about creating an which is easy to read on a mobile, you need to make it easy for recipients to act upon the .

33 June 4, Twitter Hashtag: #iucmc13 Where are we going with e-marketing? E-Marketing Trends

34 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Marketing Trends: Future Improvements to content management Event-based marketing- key to engagement Integrate social media & (reposts) Optimize BIG DATA Who marries content strategy & customer intelligence? Conversions Information overload Non-segmentation Don’t know audience/interests Harder, takes more time Opportunity costs ROI

35 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Know your customers & campaign results See also: 4 Barriers Stand Between You and Big Data Insight4 Barriers Stand Between You and Big Data Insight IU:Business Intelligence at Indiana University, Lifetime Communication – Constituent Relationship Management (CRM)Business Intelligence at Indiana UniversityLifetime Communication – Constituent Relationship Management (CRM) Quantity vs. Quality? More data or actionable intelligence? Survey: 68% wanted big data and BI for % want graphics What data, how much & why? Key business drivers Use IT, tools

36 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement BIG DATA Predictive modeling Data & trend analysis A methodology to use data to inform decision- making CRM & BI How do we get customers? Keep them? Collaboration- marketing, business and IT CIO Magazine Caveat emptor - Beware “cherry-picking” data points and what they mean

37 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Push vs. Pull Marketing CRM Social Media Website

38 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Content Marketing What do customers want (“pull”) vs. what we want to tell them (“push”) Track “events” not just clients Subscription and preference management Analytics to improve content “Content is king.” – Bill Gates

39 June 4, Twitter Hashtag: #iucmc13 The 6 Disciplines Behind Consistently Great Customer Experiences “The customer understanding discipline is a set of practices that create a consistent shared understanding of who customers are, what they want and need, and how they perceive the interactions they're having with your company today.” Fastcompany.com Aug 28, Strategy 2.Customer understanding 3.Design 4.Measurement 5.Governance 6.Culture

40 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Customer Experience Givers gain give first before asking for value in return Content feedback loop Social media for outreach, for push-reminder Auto-responders auto-replies with social media links, likes Use social to promote co-messaging & cross-messaging use social to solicit subscriber opt-in’s create a Facebook app Tracking Download What Counts whitepaper: “18 ways to integrate social media and marketing”, authored by Christopher Penn, professor of Advanced Social Media at University of San Francisco, and member Congressional Advisory Committee on Student Financial Aid integrating social and

41 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Customer Experience what’s in it for me relevant, timely, targeted & valuable integrating social and

42 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Customer experience 1.Monitor social media 2.(virtual) suggestion box-internals 3.Feedback mechanisms 4.Analytics 5.CRM

43 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Customer Experience & CRM and-customer-experience.aspx CRM ≠ Customer Experience CRM = “inside-out” Customer Experience = “outside-in” CRM provides customer intelligence What you DO with the data can lead to GREAT customer experience

44 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Customer Relationship & CRM Customer relationships = Trust – ≠ data “Relationships are reciprocal” Challenge: – CRM can turn people into data and relationships into ROE – Relationships (C “R” M) are between people “Thought marketing” – Put the customer 1 st – What value will you bring customer – Use the data for good

45 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Why customer experience matters Quality of lead generation Ability to nurture prospects, customers (in cross selling) and donors towards closure Relevancy to a "customer of one" Increased conversion rates

46 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Marketing 2020 marketing, channel and technology agnostic new marketing teams – not only IT & Marketing – sociologists, scientists from “selling to serving” end of mass marketing ?? nurture-marketing & CE Analytics & ROI Marketing outspends IT BIG DATA (and how we use it) as competitive differentiator Market defines the message, i.e. “Crowdsourcing”

47 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement IU COMMUNICATION TOOLS An investment in best-in-class and university solutions to increase engagement and improve customer experience to support future trends

48 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Branding, Tools & Services Branding , social & web templates Print, video, logo Online requests, services See “Capabilities” and “Resources” pages

49 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement E-campaigns IU tools to support 1.Marketing plans, IU Comm Client Services, marcomm staff 2.CRM, analytics, LE-SC 3.IU Communications, marcomm staff, all print services & e-tools 4.IU Communications Editorial 5.Marcomm staff (how to define ROI) 6.WCMS, social, , PR 7.Litmus, Marcomm staff 8.Marcomm staff 9.CRM, What Counts, WCMS, Social, mobile, Vocus 10.Analytics: What Counts, CRM, Google Analytics, Litmus, NextAnalytics, Social ● CRM value-add

50 June 4, Twitter Hashtag: #iucmc13 Constituent Relationship Management CRM

51 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Leveraging BI and client data- key competitive advantage in future marketing – Who can best use the information, and create return on investment – Differentiate messaging, strategies with client & business intelligence Create New & retain existing clients Identify most successful marketing channels and strategies Defining ROI in non-sales- interactions Why CRM?

52 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Delivering ROI with CRM

53 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement CRM/Lifetime Engagement Cradle to Endowment 1.Institutional “rolodex” 2.Knowledge management- track significant events 3.Preferences 4.Breaking down “silos” 5.CRM is not a “product”, but a lifestyle

54 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Managing & engaging constituencies Who are my “customers”? Who are my “potential” customers? What are my business processes? Analytics & reporting Segmentation, tagging, filtering Preference & series management Move from “push” to lists to using campaign filtering, event-based

55 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Managing & engaging constituencies

56 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Talisma CRM Basics Interaction management & Contact Management message scripts Histories Track a request & progress Categorize the interaction Calendar, assignments

57 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Talisma CRM Basics Phone *no ACD/Automatic Call Distribution at IU (yet) Call scripts Call tracking Telemarketing programs Identify targets via past analytics

58 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Talisma CRM Basics Workspaces: Leads Design portals & dashboards Team or user- specific Quick-view to primary leads Use with interactions, phone

59 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Talisma CRM Basics “Related” Workspaces & functions Team portals- link most frequent dashboards and processes Configure most frequently needed fields for quick snapshot

60 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Talisma CRM Basics iServices: Aspire/Form-builder “New contact” forms Event registrations Subscriptions Requests, inquiries Creates new Contact/Lead in CRM

61 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Campaign Development & CRM Events/conference e-vite & management newsletters Decision-tree Capture recipient actions (if )

62 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Campaigns & triggers CRM event/trigger based marketing

63 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Social CRM Talisma Social CRM.pdf – Social connectors – Social monitoring – Social conversations – Social campaigns Coming soon “ higher education to have a strategy combining the best of CRM with the strengths of social media…the two systems should inform one another, and must be opened up, connected, and integrated in a tight way.” CRM Magazine, destinationcrm.comdestinationcrm.com

64 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Talisma CRM Track individual from “cradle to endowment” Conduct personalized communications Distribute via dynamic filters- audience segmentation Program complex recurring interactions “knowing your customers” Non-paid Conference/Event management Constituent Analytics CRM #1 for:  Drip- or nurture-marketing  2-way communication  Workflow-based campaigns based on client actions (engagement)

65 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Using CRM & LE-SC Improve marketing campaign effectiveness Audience strategy & list creation Content improvement Increase client retention and satisfaction with 2-way interactions; recipient data reporting (classifications, demographics, audience type) Manage opportunities Sales pipeline visibility & forecasting Cross-sell & up-sell opportunities Increase customer loyalty & improve internal marketing (ideas only…many others…)

66 June 4, Twitter Hashtag: #iucmc13 What Counts & Litmus Distributions

67 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Marketing CRM, contact & list management Professional & responsive design (mobile) Personalized Automated follow-ups Blast or broadcast s (news, announce, e-vite) Subscription management: opt-in/out Website integration, inbound analytics tracking Social media posting Campaign management, tracking/reporting MARKETING

68 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement IU Templates HoosierTraditionalUnity

69 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement IU Templates Newsletter templates (coming soon) Big Red Spirit of IU

70 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement IU editor Advanced WYSIWYG for content sections (future: client custom templates) Social media picker and standard IU footer

71 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement What Counts distribution While world wide deliverability continues to decline ( currently 76.5% average ) we are able to maintain > 99.7% deliverability – IU Hosted server – Dedicated relay – Whitelisting – Throttling – Lists, campaigns, reporting

72 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement What Counts Upgrade Previous features – Reports – Heatmap & click-thru data – APIs – Articles – Campaign workflow and approvals – List and subscriber custom fields & segmentation, suppression, dedup – Content analysis – SPAM scoring – Polls, surveys

73 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement What Counts Upgrade A/B Split Testing in lieu of HiPPO’s WYSIWYG Improvements Publishing enhancements UI improvements Social Media Integration List improvements Contact to gain access/login to What Counts Learning Previous features Reports Heatmap & click-thru data APIs Articles Campaign workflow and approvals List and subscriber custom fields & segmentation, suppression, dedup Content analysis SPAM scoring Polls, surveys

74 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement What Counts Upgrade UI upgrades & campaign options

75 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement What Counts Upgrade Integrated social media Social only posts template with “social tags” Link to complete URL from social message Insert icons/links (IU footer) Link to IU page, or, Share, post, re-tweet Reporting Social network name # Views & reach-rate # Shares & share-rate # Social clicks & rate Click-to-view rate # Views/Posts

76 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement What Counts Upgrade A/B split testing

77 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Litmus Analytics – opens by client, device, browser validation & optimization – test (15 desktop clients, 13 mobile, 12 web-based) – Spam filter checks – Subject line optimization – Code Analysis – Link validations Ease of Use – Upload HTML – Send to account – Interactive testing – Test or web pages litmus.com

78 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Litmus litmus.com

79 June 4, Twitter Hashtag: #iucmc13 LE Service Center support for e-distributions, audience selection, constituency management & list services

80 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement LE- SC Services SC vs. PM/Projects – LE Service Center Quick turn-around One-time sends Custom lists IU templates only – IU Communications, Projects Campaigns Integrated WCMS Custom client e-templates Web “order” form Footprints: job mgt., list approvals IU Editor (template-builder) Fast-Track/Fixed Price Help: Self-serve tools, wiki, user guides

81 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Order/request online at ribution-request/ ribution-request/ Requested send date Allow min. 3 days Select template List/audience request Design details Copy From/Reply-to addresses Subject-line Footer info Social media Order e-distribution online

82 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Custom lists CIP lists Staff, Faculty, Students Alumni Make requests Data stewards and campus leadership approvals List requests & approvals

83 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Onestart calendars Updated for all “broadcast” s & communications activities IU events calendars

84 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Track jobs Histories & accountability Footprints & 10,000 ft systems Job management, histories

85 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Piloting now Kickoff in FY “Order” via webform only IU Editor (limited) styles/templates 1-2 revisions only $0 thru June 30, 2013 (no charge to pilot 1 st template/HTML service) Fixed price e-templates

86 June 4, Twitter Hashtag: #iucmc13 (analytics vs. metrics vs data) Using the tools for measurement & reporting, informing decisions & establishing ROI E-analytics

87 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement IU Analytics Reporting options: – analytics and reporting (opens, CTRs) – CRM analytics (customer data, trends) – Social mentions, tracking – Web analytics & SEO – Web Inbound/campaign analytics with Tools – What Counts & Litmus campaign tracking – Talisma CRM customer analytics – Google Analytics & NextAnalytics for web – Social media (multiple) Facebook Insights; Go.IU for link shortener; Hootsuite for Twitter management; Twitonomy & TwitterCounter for Twitter analytics; Statigr.am for Instagram analytics; CRM Social (Talisma-coming soon); What Counts Social CTRs – IUIE & BI Knowledge Management  Data  Information  Knowledge Marcomm defines what to measure identify results desired apply context, experience react, decision-making

88 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Analytics Talisma CRM Result Pane Available Folders and Reports Excel Tool bars Talisma toolbar

89 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Analytics What Counts See “Basics of metrics” on LE-SC wikiBasics of metrics

90 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Analytics What Counts integrated social

91 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Analytics Litmus

92 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Analytics Litmus Sample excerpt of report export: ArtsFest 2013 Actual addresses would be visible. Hidden for illustration as xxx

93 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Analytics Google Analytics with inbound/campaign tracking

94 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Analytics NextAnalytics aggregator See IU Communications analytics packages and conference presentation “Your Website as Platform: The Secrets to Getting Found on the Web”, Bob Molnar & Amber Page

95 June 4, Twitter Hashtag: #iucmc13 Creating integrated campaigns with and….. Tools Integration

96 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement What Counts Simple, “push” s Custom lists Simple to setup, learn Quick e-reports Integrated Social “Heatmaps” for click-thru’s Talisma CRM Authoritative datasets: Admissions, Students, Alumni, Faculty, Staff 360 view of contact Campaign, or multi-step marketing channel, “drip marketing”, “pull marketing” Integrated: interactions, contact, campaigns Future: advanced e-analytics; social CRM The right tool for the right job

97 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement & web WCMS co-publishing Google (inbound) analytics

98 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement & DAMs Store and share digital assets for all media project Select and link images from library for s Consistent look-n-feel across digital messaging Author: Upload images Resizing linking

99 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement & social media What Counts with integrated social – and social co-publishing – Social only posting – Social media bar Link to IU social Script, shares Social CRM (Talisma)- coming soon

100 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement & social media Facebook Insights Go.IU for link shortener Hootsuite for Twitter management Twitonomy & TwitterCounter for Twitter analytics Statigr.am for Instagram analytics IU social media directory Contact: Thom Atkinson Social Media Strategist IU Communications …and many more…

101 June 4, Twitter Hashtag: #iucmc13 Where we’re going.. Tools and practices to support Lifetime Engagement thru best-in-class communications & customer experience Tools Integration

102 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Integrate your marketing PRSOCIAL WEBPRINT …and many more… advertising events press join the conversation subscription opt-in more info shares, reposts join the conversation more info join the conversation article share, Like brand impact volume reach engage newsinfo, capture

103 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement “Borrow” from non-profit

104 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Where we’re going APIs Litmus integration Integrated campaign design & analytics – , social, web, PR IU Branding templates - free HTML! IU Editor – (IU templates + custom options for non-technical editors) CRM expansion and improvements Responsive designs – Media Queries/webkit, fluid media, fluid grids e-tools

105 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Where we’re going A/B Testing “Our visitors are leaking”...CTA specific landing pages Content management “Nobody clicks our links” – Leverage reporting/analytics – s are too long – Too many or unclear CTA – Audience interests & segmentation Tip: for the next or newsletter, try A/B testing for “teaser/short” design with special landing pages vs. long-form content…use data to inform design Source: 10 Solutions to fix your busted marketing campaign unbounce. com New approaches to design

106 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Where we’re going Talisma CRM New demonstration/playground environment (July, 2013) Training, regularly scheduled (Summer, 2013) Onboarding & CRM Readiness Assessment University CRM & ROE policy rollout (Summer, 2013?) Data extensions – More adopters, more shared data – Extending authoritative datasets (Employees, Students) Features – Aspire & iServices: form builders – Full subscription/series opt in/out – Non-paid events management Development Roadmap: – Social CRM (in development) – Web & Mobile (requirements gathering) – Improving analytics Talisma: Admissions, Students, PAVERS, Internals; Alumni(feed) Blackbaud: Alumni, Donors

107 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement DISCUSSION and CRM real-world examples and lessons-learned

108 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Case Study: ____ Samples? What would you do differently? – Push vs. pull campaigns? – Maintenance vs. growth? How are we spending (time, resources)? – Push, maintenance – Pull, growth Does your campaign build on progressive, multi-media and communication channels? Does it fit the desired Audience? Examples-integrated campaigns: – IU Communications “Work” IU Communications “Work”

109 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement WCMS + Audience: – All IU faculty/staff Tracking – opens, click thru’s – Unsubscribes – Web visits Discussion: what would you do to improve? Can you take some ideas from this pub for your own newsletters?

110 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Multi-media campaign Website: with social media IU Communications case study: – Includes print, public relations, and advertising Discussion: what would you include in campaign planning? How do you plan to use with social media in future?

111 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement , WCMS, Social Audience: – Subscription – School – Performances – Social media friends & followers Ideas: – “crowd-sourcing” cultural events – Integrated social media See: “Look Who’s Talking: How your IU colleagues are effectively using social media”

112 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement E-campaign planning checklist 1.Establish campaign goals [milestones, ROI] -Story to tell? What makes us unique? 2.Who are your internal resources (skills, time commitment- your team, LE, IU Comm)? 3.Identify tools to use [social media, wcms, , crm with WOM, print, event] 4.What customer data do you have? Past campaign results/data? What data do you want to start collecting? [CRM, analytics] 5.Brainstorm CTA’s Only then….design & deliver

113 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Tips What can we be doing…. Segment audience Scheduling IU Communications calendar Competing university (or other) messages Consider audience and message for day, time Cut down on content, concise Work with editors/copywriters, CTAs Monitor click-thrus….what content gets most engagement? Linked landing pages for more content Consider A/B testing Subject lines: less than 35 characters Subscriptions: offer opt-in and opt-out Most IU tools/policy will not support “purchased lists” CAN SPAM compliance Social media links: make retweets/re-posts easier

114 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Tips What can we be doing…. Get real data points for design decisions Google (inbound) analytics, CRM & Litmus Understand who, when & how your s are being opened or read Design options Higher contrast: phones, tablets-energy saving dims; screen-glare IU branding: brand, “What matters. Where it matters.” Design links with touch-screen in mind -min 44px CTA/button and spaced out Mobile 180 or 320 pixels wide; Tablets 500 pixels wide Performance & context 3G & 4G…but keep images small “go anywhere”, “read anywhere” (bus, bed, airport, scanning) If is scanned/opened on mobile, it does NOT get reopened on desktop

115 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Best-in-breed (for review of downloaded conference presentations) Responsive design YouTube video-media queries presentation (60min+) 2012 “Obama for America” presidential election strategy & measurements- YouTube video, Toby Fallsgraff, Director (60min+, Insider Summit, conference presentation) The 6 Disciplines Behind Consistently Great Customer Experiences Fast Company, Aug 28, 2012 IU Communications case studies & campaigns, branding, resources, capabilities

116 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement WRAP-UP Q & A? What mini-steps can we be taking to improve customer experience, using CRM & to improve engagement with our clients?

117 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Lifetime Engagement WIN : WIN Customer IU

118 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Customer Experience Checklist Customer ExperienceIU Lifetime Engagement/ IU Communications best practicesTools for success Strategy Customer understanding Design Measurement Governance Culture Marketing plans, health-checks CRM, market research, relationship- building IU Communications: Branding, Templates, Editorial Analytics: , CRM, Google, Next, web visits, CTRs, conversion rates, ROI IU Policy, data, engagement, brand & shared best practice, CAN-SPAMCAN-SPAM “learning organization”, customer 1st

119 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement Take-away’s Leverage CRM & to support CE Customer experience #1 – Crowd-sourcing & “outside-in” Design for mobile 1 st – but have to make it easier for customers to act …find info, click-thru, request info, learn more, stay engaged Integrate e-marketing, improve cross-pollination – Social, web, , e-news releases…even conference bios, sigs et al “Master framework” of IU tools for e-communications Build and improve your internal team: innovate

120 June 4, Twitter Hashtag: #iucmc13 Questions…. Q & A

121 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement LE Service Center Resources Talisma CRM – Visit Talisma CRM wikiTalisma CRM wiki – Contact What Counts info – Contact IU Tools – ( , CRM, analytics, DAMs, WCMS) – visit IU Communications or LE-SC wikiIU Communications LE-SC wiki General Inquiries – [ Request distribution or list approvals- online ordering Request distribution or list approvals- Get free resources, policy summaries & best practiceresources, policy summaries & best practice Suggestions/Questions: Kathleen L Gerdink Manager, Lifetime Engagement Service Center Informational & Emerging Technologies (IET) Indiana University Communications Office:

122 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement LE-SC Support of IU Goals IU Learning organization Customer-centric Growth and retention thru great customer experience Leveraging BIG DATA for decision-support (analytics & CRM) Improving engagement thru e-marketing with content & event-based marketing and CRM

123 June 4, Twitter Hashtag: #iucmc13 leverage and CRM to cultivate IU customer experience and engagement LE Service Center Services E-MarketingCRMFast Track best practicesconstituent engagementproduction optimize reach/audience client preferences policy (data, ) Strategic campaign development interactive design Integrated , web, social branding Mobile/responsive constituency growth & retention campaign workflows tracking interactions managing engagement demographics & metadata Business intelligence segmenting audience Drip/Nurture marketing Event management/trigger marketing distributions lists & approvals quick-turn urgent communications simple reporting KISS low-cost, efficient "tip of the spear" Lifecycle of Lifetime Engagement Marketing: LE- Service Center will attempt to support university clients in leveraging and building CRM strategies, using communications standards, and a fundamental understanding of marketing lifecycles to harness the power of I.T. to improve ROI.

124 June 4, Twitter Hashtag: #iucmc13 Is your strategy customer-centric? Do your e-communications have an integrated content-management strategy to reach and engage your customers? June 4, 2013 Kathleen L Gerdink Lifetime Engagement Service Center Leverage & CRM to Cultivate IU Customer Experience & Engagement


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