clemson case-study-v4
TRANSCRIPT
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Give Them the Stories They Want.
Increasing Engagement with Personalized Content
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Michele Cauley
Sr. Director of Marketing for
Development and Alumni Relations
Clemson University
Matt McFadden
Digital Strategist
Merge
A DIGITAL STRATEGY AGENCY
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A DIGITAL AGENCY
Today’s Discussion
A DIGITAL AGENCY
‣ Year One
‣ Too Much Content and the Need to Personalize
‣ The Analytics
‣ Mobile Usage Calls for a Redesign
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A DIGITAL AGENCY
YEAR ONE
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A DIGITAL AGENCY
Challenges
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A DIGITAL AGENCY
‣ VIPs are saying "too many messages"
‣ They stopped reading
‣ Resources
‣ Data and list management
‣ Unreliable software and hardware
Challenges
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A DIGITAL AGENCY
A New Way
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A DIGITAL AGENCY
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A DIGITAL AGENCY
‣ Consolidating the messages
‣ After 8 tries, it was time to shift
‣ Initial successes
A New Way
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A DIGITAL AGENCY
TOO MUCH CONTENT &
THE NEED TO PERSONALIZE
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A DIGITAL AGENCY
A Good Thing Catches On
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A DIGITAL AGENCY
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A DIGITAL AGENCY
The rest of the University jumps on board.
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A DIGITAL AGENCY
Stories grow from 18 to sometimes 40 in months
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A DIGITAL AGENCY
Stories grow from 18 to sometimes 40 in months
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A DIGITAL AGENCY
Customizing Content
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A DIGITAL AGENCY
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Sending the same content to everyone
is old school thinking.
A DIGITAL AGENCY
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Sending the same content to everyone
is old school thinking.
A DIGITAL AGENCY
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Deliver customized content to your audiences.
A DIGITAL AGENCY
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Deliver customized content to your audiences.
UNIVERSITYNEWS
A DIGITAL AGENCY
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Deliver customized content to your audiences.
UNIVERSITYNEWS
FACULTY & STUDENTS
A DIGITAL AGENCY
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Deliver customized content to your audiences.
UNIVERSITYNEWS
FACULTY & STUDENTS
ATHLETICS
A DIGITAL AGENCY
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Deliver customized content to your audiences.
UNIVERSITYNEWS
ALUMNIUPDATES
FACULTY & STUDENTS
ATHLETICS
A DIGITAL AGENCY
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Deliver customized content to your audiences.
UNIVERSITYNEWS
ALUMNIUPDATES
FACULTY & STUDENTS
EVENTS ATHLETICS
A DIGITAL AGENCY
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A DIGITAL AGENCY
INITIAL ANALYTICS
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A DIGITAL AGENCY
2010 Opens / Clicks
16.5% Opened
31.7% Clicked
0.88% Bounced
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A DIGITAL AGENCY
World View
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A DIGITAL AGENCY
Custom vs Default Analytics
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A DIGITAL AGENCY
+ 312 %Open Rate Increase
+ 35 %Click Rate Increase
from alumni who opted for the customized Echo
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A DIGITAL AGENCY
Efforts to encourage alumni to customize newsletter
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A DIGITAL AGENCY
MOBILE USAGE CALLS
FOR REDESIGN
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A DIGITAL AGENCY
‣ Mobile data usage grew 70% in 2012
‣ Facebook mobile daily users exceed desktop for the first time
‣ 45% of American adults own a smartphone, up from 35% in May 2011
‣ 76% of Americans consume emails on their phones
Mobile Trends
*sources: ComScore, Facebook, Cisco, and Pew
6.5%
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A DIGITAL AGENCY
of all opens are on mobile devices
6.5% June 2010
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A DIGITAL AGENCY
of all opens are on mobile devices
6.5%
of all opens are on mobile devices
42.5%
June 2010
January 2013
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A DIGITAL AGENCY
Inspirations
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A DIGITAL AGENCY
Inspirations
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A DIGITAL AGENCY
Inspirations
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A DIGITAL AGENCY
iPad
Before
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A DIGITAL AGENCY
Beta 1
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A DIGITAL AGENCY
Beta 2
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A DIGITAL AGENCY
Beta 3
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A DIGITAL AGENCY
Beta 3.5
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A DIGITAL AGENCY
iPad
Beta 317
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A DIGITAL AGENCY
iPad
Beta 317
51.5%
12.48%
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A DIGITAL AGENCY
51.5% January 2013
open rate from the newly designed, customized Echo
12.48%
iPad
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A DIGITAL AGENCY
51.5% January 2013
open rate from the newly designed, customized Echo
12.48% open rate from the newly designed, default Echo
iPad 30.5% click rate from the newly designed, default Echo
29.5% click rate from the newly designed, default Echo
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A DIGITAL AGENCY
51.5% open rate from the newly designed, customized Echo
open rate from the newly designed, default Echo
iPad 30.5% click rate from the newly designed, default Echo
29.5% click rate from the newly designed, default Echo
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A DIGITAL AGENCY
51.5% open rate from the newly designed, customized Echo
open rate from the newly designed, default Echo
iPad 30.5% click rate from the newly designed, default Echo
29.5% click rate from the newly designed, default Echo
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A DIGITAL AGENCY
OVERALL SUCCESS
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A DIGITAL AGENCY
‣ One, consistent message
Overall Success
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A DIGITAL AGENCY
75,000
70,000
65,000
60,000
55,000
Distribution List Growth
‣ One, consistent message
Overall Success
‣ No more onslaught of micro messages
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A DIGITAL AGENCY
75,000
70,000
65,000
60,000
55,000
Distribution List Growth
‣ One, consistent message
Overall Success
‣ No more onslaught of micro messages
‣ Growth in list size
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A DIGITAL AGENCY
‣ One, consistent message
Overall Success
‣ No more onslaught of micro messages
‣ Growth in list size
‣ Increased visibility for corporate
partners and advertisers
Insurance
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A DIGITAL AGENCY
‣ One, consistent message
Overall Success
‣ No more onslaught of micro messages
‣ Growth in list size
‣ Increased visibility for corporate
partners and advertisers
‣ Increased and more accurate metricsOthers
Yahoo
Hotmail
Outlook
iOS Devices38%
23%
7%
6%
26%
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A DIGITAL AGENCY
Questions?
For a copy of the presentation, visit:
mrg.us/ClemsonEmail
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Michele Cauley
facebook.com/clemsonalumni
@ClemsonAlumni
Matt McFadden
facebook.com/mergeweb
@merge @mattmcfadden
A DIGITAL STRATEGY AGENCY