1. June 4, 2013 1 Twitter Hashtag: #iucmc13 Leverage Email & 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, 2013 2 Twitter Hashtag: #iucmc13 leverage email 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, 2013 3 Twitter Hashtag: #iucmc13 leverage email 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 crmsc@iu.edu

4. June 4, 2013 4 Twitter Hashtag: #iucmc13 leverage email 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, 2013 5 Twitter Hashtag: #iucmc13 leverage email 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, 2013 6 Twitter Hashtag: #iucmc13 leverage email 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, 2013 7 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Today’s conversation Goal: leverage CRM and e-communications/email tools to _______ customer experience & engagement Trends IU Tools: supporting e-marketing Discussion & Wrap-up – Email & campaign use cases – Recap linch pin : axle; central cohesive element

8. June 4, 2013 8 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement DEFINITIONS Establish baselines and vocabulary for common understanding

9. June 4, 2013 9 Twitter Hashtag: #iucmc13 leverage email 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, email, 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, 2013 10 Twitter Hashtag: #iucmc13 leverage email 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, 2013 11 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Changing marketing models

12. June 4, 2013 12 Twitter Hashtag: #iucmc13 Email replacing print for $$, volume E-marketing

13. June 4, 2013 13 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Growth of E-marketing Websites & SEO, banners, adwords Broadcast emails Multiple email 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, 2013 14 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Growth of Email Marketing 1980s: early days of email 1990’s: Hotmail, e-commerce 2000’s: mobile

15. June 4, 2013 15 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Email use @Work - Average time/day in tools, Email Source: Osterman Research, http://www.ostermanresearch.com/freeresearch/rsc h_0180.pdf http://www.ostermanresearch.com/freeresearch/rsc h_0180.pdf B2C - Online offers consumers expect from brands via email

16. June 4, 2013 16 Twitter Hashtag: #iucmc13 leverage email 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, 2013 17 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Email clients & opens Source: litmus.com, 2012-13 email opens & clients

18. June 4, 2013 18 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement IU Email trends ↑Volume of sends rising exponentially ↑Volume forecasted to only grow ↑Multiple platforms for distribution ↑Email replacing print & direct mail ↑Mobile ↑Non-marketing staff distributing broadcast communications

19. June 4, 2013 19 Twitter Hashtag: #iucmc13 Advancements in technology….challenges to big data, decision-support CRM

20. June 4, 2013 20 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Evolution of CRM http://prezi.com/iwy9xdtkjtxc/history-of-crm/?auth_key=ab92e192454fe4c7e1337ac6e955bc30d3e3871c&kw=view-iwy9xdtkjtxc&rc=ref-20879571

21. June 4, 2013 21 Twitter Hashtag: #iucmc13 leverage email 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, 2013 22 Twitter Hashtag: #iucmc13 leverage email 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, 2013 23 Twitter Hashtag: #iucmc13 leverage email 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, 2013 24 Twitter Hashtag: #iucmc13 leverage email 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, 2013 25 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Summary of trends Marketing investments changing Growth in email use BIG DATA Increased e-marketing Higher-ed marketing – Content marketing – Customer experience – Push vs. pull – Maintenance vs. growth – CRM – Email with Social – Integrated programs – Event-based marketing – BIG DATA, analytics Clients looking for:  Authenticity  Expertise  Social media ….mixed with traditional approaches

26. June 4, 2013 26 Twitter Hashtag: #iucmc13 Where the $$ are being spent Marketing Budgets

27. June 4, 2013 27 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Marketing investment trends Source: http://marketingland.com/studies-as-mobile-email-usage-soars-marketers-budget-more-for-email-mobile-and-social-28745http://marketingland.com/studies-as-mobile-email-usage-soars-marketers-budget-more-for-email-mobile-and-social-28745 Mobile opens increased by 300% since 2010 StrongMail Survey, 2013 spending projections – 89% - 2013 marketing $$ - no change – 56% to grow email marketing budget,

28. June 4, 2013 28 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Marketing investment trends Source: http://marketingland.com/studies-as-mobile-email-usage-soars-marketers-budget-more-for-email-mobile-and-social-28745http://marketingland.com/studies-as-mobile-email-usage-soars-marketers-budget-more-for-email-mobile-and-social-28745 organizations intent to increase spending in….

29. June 4, 2013 29 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Marketing investment trends Source: http://marketingland.com/studies-as-mobile-email-usage-soars-marketers-budget-more-for-email-mobile-and-social-28745http://marketingland.com/studies-as-mobile-email-usage-soars-marketers-budget-more-for-email-mobile-and-social-28745 …to integrate email with….

30. June 4, 2013 30 Twitter Hashtag: #iucmc13 Email ≠ RIP Growth in email marketing

31. June 4, 2013 31 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement E-communications use worldwide email accounts – 3.3 billion accounts in 2012 – Over 4.3 billion accounts by year-end 2016 – 14% in North America Consumer email accounts- 75% of total Majority of emails come from corporate – Expected increase 23% or 143 billion daily by 2016 – SPAM accounts for > 15% Source: http://www.radicati.com/wp/wp-content/uploads/2012/04/Email-Statistics-Report-2012-2016-Executive-Summary.pdfhttp://www.radicati.com/wp/wp-content/uploads/2012/04/Email-Statistics-Report-2012-2016-Executive-Summary.pdf messaging

32. June 4, 2013 32 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement E-communications use mobile Stats: Worldwide mobile users: 730 million - 2012 Industry says anywhere from 27-41% of emails opened on mobile (multiple sources, 2012-13) >30% of organizations do NOT have email optimized for mobile Nearly 40% of organizations only offer “basic” features for email optimization on mobile Trends: Mobile and email opens will only grow Very few users open email on multiple devices- won’t re-read/get second chance It’s not just about creating an email which is easy to read on a mobile, you need to make it easy for recipients to act upon the email.

33. June 4, 2013 33 Twitter Hashtag: #iucmc13 Where are we going with e-marketing? E-Marketing Trends

34. June 4, 2013 34 Twitter Hashtag: #iucmc13 leverage email 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 & email (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, 2013 35 Twitter Hashtag: #iucmc13 leverage email 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 2013 81% want graphics What data, how much & why? Key business drivers Use IT, tools

36. June 4, 2013 36 Twitter Hashtag: #iucmc13 leverage email 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, 2013 37 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Push vs. Pull Marketing Email CRM Social Media Website

38. June 4, 2013 38 Twitter Hashtag: #iucmc13 leverage email 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, 2013 39 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, 2012 1.Strategy 2.Customer understanding 3.Design 4.Measurement 5.Governance 6.Culture

40. June 4, 2013 40 Twitter Hashtag: #iucmc13 leverage email 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, email for push-reminder Auto-responders Email auto-replies with social media links, likes Use social to promote email 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 email 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 email

41. June 4, 2013 41 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Customer Experience what’s in it for me relevant, timely, targeted & valuable integrating social and email

42. June 4, 2013 42 Twitter Hashtag: #iucmc13 leverage email 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, 2013 43 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Customer Experience & CRM http://www.genesyslab.com/blogs/authors/mark-stanley/2013/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, 2013 44 Twitter Hashtag: #iucmc13 leverage email 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, 2013 45 Twitter Hashtag: #iucmc13 leverage email 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, 2013 46 Twitter Hashtag: #iucmc13 leverage email 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, 2013 47 Twitter Hashtag: #iucmc13 leverage email 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, 2013 48 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Branding, Tools & Services Branding http://brand.iu.edu/ Email, social & web templates Print, video, logo Online requests, services http://communications.iu.edu See “Capabilities” and “Resources” pages

49. June 4, 2013 49 Twitter Hashtag: #iucmc13 leverage email 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, email, 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, 2013 50 Twitter Hashtag: #iucmc13 Constituent Relationship Management CRM

51. June 4, 2013 51 Twitter Hashtag: #iucmc13 leverage email 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, 2013 52 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Delivering ROI with CRM

53. June 4, 2013 53 Twitter Hashtag: #iucmc13 leverage email 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, 2013 54 Twitter Hashtag: #iucmc13 leverage email 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, 2013 55 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Managing & engaging constituencies

56. June 4, 2013 56 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Talisma CRM Basics Interaction management & Contact Management Email message scripts Histories Track a request & progress Categorize the interaction Calendar, assignments

57. June 4, 2013 57 Twitter Hashtag: #iucmc13 leverage email 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, 2013 58 Twitter Hashtag: #iucmc13 leverage email 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, 2013 59 Twitter Hashtag: #iucmc13 leverage email 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, 2013 60 Twitter Hashtag: #iucmc13 leverage email 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, 2013 61 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Campaign Development & CRM Events/conference e-vite & management Email newsletters Decision-tree Capture recipient actions (if email)

62. June 4, 2013 62 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Campaigns & triggers CRM event/trigger based marketing

63. June 4, 2013 63 Twitter Hashtag: #iucmc13 leverage email 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, 2013 64 Twitter Hashtag: #iucmc13 leverage email 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, 2013 65 Twitter Hashtag: #iucmc13 leverage email 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, 2013 66 Twitter Hashtag: #iucmc13 What Counts & Litmus Email Distributions

67. June 4, 2013 67 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Email Marketing CRM, contact & list management Professional & responsive email design (mobile) Personalized email Automated follow-ups Blast or broadcast emails (news, announce, e-vite) Subscription management: opt-in/out Website integration, inbound analytics tracking Social media posting Campaign management, tracking/reporting EMAIL MARKETING

68. June 4, 2013 68 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement IU Email Templates HoosierTraditionalUnity http://brand.iu.edu

69. June 4, 2013 69 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement IU Email Templates Newsletter templates (coming soon) Big Red Spirit of IU

70. June 4, 2013 70 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement IU email editor http://www.iu.edu/~crmsc/ck_email/ Advanced WYSIWYG for content sections (future: client custom templates) Social media picker and standard IU footer

71. June 4, 2013 71 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement What Counts email distribution While world wide deliverability continues to decline ( currently 76.5% average ) we are able to maintain > 99.7% deliverability – IU Hosted server – Dedicated e-mail relay – Whitelisting – Throttling – Lists, campaigns, reporting

72. June 4, 2013 72 Twitter Hashtag: #iucmc13 leverage email 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, 2013 73 Twitter Hashtag: #iucmc13 leverage email 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 crmsc@iu.edu to gain access/login to What Counts Learning Communitycrmsc@iu.edu 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, 2013 74 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement What Counts Upgrade UI upgrades & campaign options

75. June 4, 2013 75 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement What Counts Upgrade Integrated social media Social only posts Email template with “social tags” Link to complete email 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, 2013 76 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement What Counts Upgrade A/B split testing

77. June 4, 2013 77 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Litmus Analytics – Email opens by client, device, browser Email validation & optimization – Email 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 email – Interactive testing – Test email or web pages litmus.com

78. June 4, 2013 78 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Litmus litmus.com

79. June 4, 2013 79 Twitter Hashtag: #iucmc13 LE Service Center support for e-distributions, audience selection, constituency management Email & list services

80. June 4, 2013 80 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement LE- SC Email 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 Email Editor (template-builder) Fast-Track/Fixed Price Help: Self-serve tools, wiki, user guides

81. June 4, 2013 81 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Order/request online at http://communications.iu.edu/resources/dist ribution-request/ http://communications.iu.edu/resources/dist ribution-request/ Requested send date Allow min. 3 days Select template List/audience request Design details Copy From/Reply-to email addresses Subject-line Footer info Social media Order e-distribution online

82. June 4, 2013 82 Twitter Hashtag: #iucmc13 leverage email 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, 2013 83 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Onestart calendars Updated for all “broadcast” emails & communications activities IU events calendars

84. June 4, 2013 84 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Track jobs Histories & accountability Footprints & 10,000 ft systems Job management, histories

85. June 4, 2013 85 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement http://communications.iu.edu/tools/distribution-request/ Piloting now Kickoff in FY 13-14 “Order” via webform only IU Email 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, 2013 86 Twitter Hashtag: #iucmc13 (analytics vs. metrics vs data) Using the tools for measurement & reporting, informing decisions & establishing ROI E-analytics

87. June 4, 2013 87 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement IU Analytics Reporting options: – Email analytics and reporting (opens, CTRs) – CRM analytics (customer data, trends) – Social mentions, tracking – Web analytics & SEO – Web Inbound/campaign analytics with Email Tools – What Counts & Litmus email 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, 2013 88 Twitter Hashtag: #iucmc13 leverage email 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, 2013 89 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Analytics What Counts email See “Basics of email metrics” on LE-SC wikiBasics of email metrics

90. June 4, 2013 90 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Analytics What Counts integrated social

91. June 4, 2013 91 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Analytics Litmus email

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

93. June 4, 2013 93 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Analytics Google Analytics with inbound/campaign tracking

94. June 4, 2013 94 Twitter Hashtag: #iucmc13 leverage email 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, 2013 95 Twitter Hashtag: #iucmc13 Creating integrated campaigns with email and….. Tools Integration

96. June 4, 2013 96 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement What Counts email Simple, “push” emails 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, 2013 97 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Email & web WCMS co-publishing Google (inbound) analytics

98. June 4, 2013 98 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Email & DAMs Store and share digital assets for all media project Select and link images from library for emails Consistent look-n-feel across digital messaging Author: Upload images Resizing linking

99. June 4, 2013 99 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Email & social media What Counts with integrated social – Email and social co-publishing – Social only posting – Social media bar Link to IU social Script, shares Social CRM (Talisma)- coming soon

100. June 4, 2013 100 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Email & 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 tgatkins@indiana.edu …and many more…

101. June 4, 2013 101 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, 2013 102 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Integrate your marketing PRSOCIALEMAILWEBPRINT …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, 2013 103 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement “Borrow” from non-profit

104. June 4, 2013 104 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Where we’re going APIs Litmus integration Integrated campaign design & analytics – email, social, web, PR IU Branding email templates - free HTML! IU Email Editor – (IU templates + custom options for non-technical editors) CRM expansion and improvements Responsive email designs – Media Queries/webkit, fluid media, fluid grids e-tools

105. June 4, 2013 105 Twitter Hashtag: #iucmc13 leverage email 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 email links” – Leverage reporting/analytics – Emails are too long – Too many or unclear CTA – Audience interests & segmentation Tip: for the next email or newsletter, try A/B testing for “teaser/short” design with special landing pages vs. long-form email content…use data to inform design Source: 10 Solutions to fix your busted marketing campaign unbounce. com New approaches to email design

106. June 4, 2013 106 Twitter Hashtag: #iucmc13 leverage email 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 email analytics Talisma: Admissions, Students, PAVERS, Internals; Alumni(feed) Blackbaud: Alumni, Donors

107. June 4, 2013 107 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement DISCUSSION Email and CRM real-world examples and lessons-learned

108. June 4, 2013 108 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Case Study: ____ Email 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, 2013 109 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement WCMS + Email http://inside.iu.edu/ Email Audience: – All IU faculty/staff Tracking – Email 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, 2013 110 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Multi-media campaign Website: http://artsfest.indiana.edu/ http://artsfest.indiana.edu/ Email with social media Email IU Communications case study: http://communications.iu.edu/work/case-studies/summer-festival-arts.shtml http://communications.iu.edu/work/case-studies/summer-festival-arts.shtml – Includes print, public relations, and advertising Discussion: what would you include in campaign planning? How do you plan to use email with social media in future?

111. June 4, 2013 111 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Email, WCMS, Social http://music.indiana.edu/index.shtml http://music.indiana.edu/index.shtml Audience: – Subscription email – 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, 2013 112 Twitter Hashtag: #iucmc13 leverage email 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, email, 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, 2013 113 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Email 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, 2013 114 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Email Tips What can we be doing…. Get real data points for design decisions Google (inbound) analytics, CRM & Litmus Understand who, when & how your emails 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, email scanning) If email is scanned/opened on mobile, it does NOT get reopened on desktop

115. June 4, 2013 115 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Best-in-breed (for review of downloaded conference presentations) Responsive email design YouTube video-media queries presentation (60min+) 2012 “Obama for America” presidential election email strategy & measurements- YouTube video, Toby Fallsgraff, Email Director (60min+, Email 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, 2013 116 Twitter Hashtag: #iucmc13 leverage email 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 & email to improve engagement with our clients?

117. June 4, 2013 117 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Lifetime Engagement WIN : WIN Customer IU

118. June 4, 2013 118 Twitter Hashtag: #iucmc13 leverage email 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: Email, CRM, Google, Next, web visits, email CTRs, conversion rates, ROI IU Policy, data, engagement, brand & shared best practice, CAN-SPAMCAN-SPAM “learning organization”, customer 1st

119. June 4, 2013 119 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement Take-away’s Leverage CRM & email 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, email, 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, 2013 120 Twitter Hashtag: #iucmc13 Questions…. Q & A

121. June 4, 2013 121 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement LE Service Center Resources Talisma CRM – Visit Talisma CRM wikiTalisma CRM wiki – Contact crmsc@iu.educrmsc@iu.edu What Counts info – Contact crmsc@iu.edu IU Tools – (email, CRM, analytics, DAMs, WCMS) – visit IU Communications or LE-SC wikiIU Communications LE-SC wiki General Inquiries – [ crmsc@iu.edu ]crmsc@iu.edu Request email distribution or list approvals- online ordering Request email distribution or list approvals- Get free resources, policy summaries & best practiceresources, policy summaries & best practice Suggestions/Questions: kgerdink@iu.edu kgerdink@iu.edu Kathleen L Gerdink Manager, Lifetime Engagement Service Center Informational & Emerging Technologies (IET) Indiana University Communications Office: 812.856.4938

122. June 4, 2013 122 Twitter Hashtag: #iucmc13 leverage email 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, 2013 123 Twitter Hashtag: #iucmc13 leverage email and CRM to cultivate IU customer experience and engagement LE Service Center Services E-MarketingCRMFast Track Email best practicesconstituent engagementproduction optimize reach/audience client preferences policy (data, email) Strategic campaign development interactive design Integrated email, 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 email 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, 2013 124 Twitter Hashtag: #iucmc13 Is your email 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 Email & CRM to Cultivate IU Customer Experience & Engagement