BUILDING CUSTOMER RELATIONSHIPS WITHOUT BEING A CREEPGilbane Digital Content Conference 2016
We deliver on the new promise of integration by uniting marketing cloud technology expertise with brand and demand generation to accelerate customer engagement and action.
THE
RIGH
T TE
AM
R2INTEGRATED CHRIS HAYESDirector, UX [email protected]
twitter.com/chayes77
linkedin.com/in/cbhayes
R2integrated.com
3
MEE
T BR
AND,
DEM
AND,
AND
TEC
HNOL
OGY
200+TEAM MEMBERS
SILICON VALLEY • NYC SEATTLE • BALTIMORE • ST.
LOUIS
MULTIPLE OFFICES,
ONE TEAM.ABOU
T US
WHY DO BRANDSSTRUGGLE WITHPERSONALIZTION?
6
WEB
PER
SONA
LIZA
TION
STR
ATEG
IES DISCONNECTED DATA EVERYWHERE
7
WEB
PER
SONA
LIZAT
ION
STRA
TEGI
ES
Bombarding users with the same thing, when they haven’t shown interest
SPAM
8
WEB
PER
SONA
LIZAT
ION
STRA
TEGI
ES
Visitors often shift from one perceived segment to another.
• Many companies base personalization efforts off of historical data, such as transaction history, which certainly can be relevant. However, behavioral data that indicates what a visitor is interested now, or possibly in the future, is also valuable for personalization.
• Last month I was looking at valentine’s gifts, but I really don’t need to see them in April just because it was the last thing I purchased.
THEY DON’T ADAPT
9
WEB
PER
SONA
LIZAT
ION
STRA
TEGI
ES
Lower the barrier for entry
The more form fields you make a visitor fill out to download your super-special white paper, the less likely they are to fill them out.
THEY COLLECT TOO MUCH INFO
10
WEB
PER
SONA
LIZAT
ION
STRA
TEGI
ES
1. Invest in platforms that can integrate multiple sources of customer data
2. Give it a rest with the spam already, we get it, you’re eager to convert them
3. Allow their profile to change via behavior - Good customer data has a shelf-life
4. Lower the barrier of entry – collect data, but only when it’s necessary and truly useful
5. Consider letting them download, view or interact with content 2-3 times before you ask them for info. They’ve obviously shown interest and more willing to give it to you.
6. Use the data you already have (more on that in a minute)
KEY TAKEAWAYSDo these things
WEB
PER
SONA
LIZA
TION
STR
ATEG
IES
12
WEB
PER
SONA
LIZAT
ION
STRA
TEGI
ES
13
WEB
PER
SONA
LIZAT
ION
STRA
TEGI
ES
Using data visitors don’t expect you to have
If you land on a site and notice that content being served up is related to things you were doing on other websites that would be unsettling at the very least and feel intrusive. You’d start to question “How’d they get that data? Why are they following me around?” You don’t expect that site to have that data or even worse, act on it.
WHEN YOU’RE THE CREEP
14
WEB
PER
SONA
LIZAT
ION
STRA
TEGI
ES CREEPY EXAMPLE
15
WEB
PER
SONA
LIZAT
ION
STRA
TEGI
ES
If you don’t use the data you have, you will let your customers down.
THE FLIPSIDE
16
To enable thoughtful personalization that isn’t creepy and drives users to action, brands need to look past basic customer personas and build more intuitive segmentation to deliver 1:1 personalized experiences
WEB
PER
SONA
LIZAT
ION
STRA
TEGI
ES
HOW DO YOU OVERCOME THIS?
WHAT IS PERSONALIZATION? First, what it isn’t.
WEB
PER
SONA
LIZA
TION
STR
ATEG
IES
CUSTOMIZATION - The visitor deliberately selects options designed to make the user experience more personal.
Source: nngroup.com
“Personalization: the automatic tailoring of sites and messages to the individuals viewing them so that we can feel that somewhere there’s a piece of software that loves us for who we are.”
WHAT IS PERSONALIZATION? W
EB P
ERSO
NALI
ZATI
ON S
TRAT
EGIE
S
David Weinberger “The Cluetrain Manifesto” - 1999
“Anticipating the visitor’s needs and wants based on behavioral patterns and contextual information to create meaningful, relevant and helpful experiences.”
HOW WE DEFINE ITW
EB P
ERSO
NALI
ZATI
ON S
TRAT
EGIE
S
Chris HayesGilbane Digital Content Conference - 2016
PERSONALIZATION TENANTSW
EB P
ERSO
NALI
ZATI
ON S
TRAT
EGIE
S
TIMELY
BASED ON A BELIEF CONTEXTUAL
INTUITIVE
ADAPTABLE HELPFUL
TIED TO METRICS
21
WEB
PER
SONA
LIZAT
ION
STRA
TEGI
ES TYPES OF PERSONALIZATIONRULE-BASED JOURNEY BASED 1:1
+
22
WEB
PER
SONA
LIZAT
ION
STRA
TEGI
ES
Should these users have the same experience on a sports apparel company website?
• I’m a new user• It’s winter• It’s sunny out and 78
• My coordinates show me to be in Key West
• I’m near a store
• I’m a new user• It’s winter• It’s snowing and 31
• My coordinates show me to be in St. Louis
• No stores near me
RULE-BASED EXAMPLE
23
WEB
PER
SONA
LIZAT
ION
STRA
TEGI
ES
Use the data you have to personalize experiences with minimal work or intrusion
RULE-BASED EXAMPLE
USE TARGETING DATA
SEGMENT CUSTOMERS DELIVER EXPERIENCES
24
WEB
PER
SONA
LIZAT
ION
STRA
TEGI
ES
Commerce examples are easy, let’s try something harder
1. Leslie is a CFO at a large manufacturing company and is considering replacing her company’s current accounting tools.
2. The company’s website she looks at shows that they make lots of software for several different industry verticals
3. Leslie has been predominantly viewing pages that have to do with accounting software and viewed a page specifically about solutions regarding manufacturing companies
4. She’s downloaded a case study that is about accounting tools and cost savings vs. a competitor’s tools
JOURNEY-BASED EXAMPLE
25
When Leslie goes back to the company’s homepage, should she see the same generic page that everyone sees or should she see information targeted to accounting tools for the manufacturing space?
• Understand the user’s journey• Create taxonomy for tagging content• Tag pages, content, media, and components• Associate content to customer segmentation
• Weight content, if appropriate• Map personalized content to proper segments
JOURNEY-BASED EXAMPLEUnderstand and anticipate the user’s needs
26
WEB
PER
SONA
LIZAT
ION
STRA
TEGI
ES
This one isn’t hypothetical
1. Karl and his colleagues at evergage weren’t happy with their web meeting software.
2. He went to another vendor’s site that he’d visited many times before.
3. This vendor had a real opportunity to pull him away from his existing vendor, but every time he went to their site he got the exact same experience that he has with his current vendor. The same experience, in fact, that everyone gets.
1:1 EXAMPLE
27
WEB
PER
SONA
LIZAT
ION
STRA
TEGI
ES
What could they have done differently to win Karl’s business?
“They could engage me based on my high-level attributes. For instance, my IP address would show that I’m from a high-tech company in Boston, so they could offer me relevant case studies from other respected high-tech firms in Boston.
Or since they were actually in Boston exhibiting at a trade show the very day I was on their site, they could have invited me to come meet with them and engage in person.
Or they could have paid more attention to my affinities – such as the fact that I was reading articles about tech-focused businesses, and looking at web meeting software versus payment software or any of the other types of software they offer – and provided me more focused content based on those interests.”
1:1 EXAMPLE
- Karl Wirth via evergage
28
PERSONALIZATION METHODOLOGYPERSONALIZATION METHODOLOGY1. CREATE A BELIEF STATEMENT2. DEFINE YOUR AUDIENCE3. UNDERSTAND THE USER JOURNEY4. MAP CONTENT5. DEFINE TARGETING6. DEFINE PERSONALIZED AREAS7. IMPLEMENT, TEST, ADAPT
WEB
PER
SONA
LIZAT
ION
STRA
TEGI
ES
29
WEB
PER
SONA
LIZAT
ION
STRA
TEGI
ES
Science > Opinion
“We believe that by [action] to [who], we will [increase/decrease] [metric] by [anticipated lift] because [reason]”
BELIEF STATEMENT
30
WEB
PER
SONA
LIZAT
ION
STRA
TEGI
ES
Science > Opinion
“We believe that by presenting favorite seasonal recipes to all visitors, we will increase social sharing of these recipes by 5% because searches for seasonal recipes spikes in accordance with major holidays”
BELIEF STATEMENT
31
WEB
PER
SONA
LIZAT
ION
STRA
TEGI
ES
Personas are a great place to start but often too broad to create 1:1 personalized experiences. Combining personas with targeting data will help you fine tune exactly who experiences this information.
DEFINE YOUR AUDIENCE
+
TARGETING DATA
32
WEB
PER
SONA
LIZAT
ION
STRA
TEGI
ES
Types of targeting info available:
• Behavioral• Geographic• Technographic• Weather
• Channels• Network
UNDERSTAND TARGETING
33
WEB
PER
SONA
LIZAT
ION
STRA
TEGI
ES
What users are doing or have done on your site
• Site visit frequency• Types of products or content viewed• New or returning customer• Purchase history & frequency
• Call-to-action usage• Search and filtering patterns
• Recent average order size• Previous campaign exposure• Previous campaign interactivity• Time on site
• Pages viewed
BEHAVIORAL
34
WEB
PER
SONA
LIZAT
ION
STRA
TEGI
ES
Where they are
• GPS coordinates• Country• State• Zip
• IP• Time zone• Shipping zone• Tax-free state?
GEOGRAPHIC
35
WEB
PER
SONA
LIZAT
ION
STRA
TEGI
ES
What they are using
• Device• OS• Browser• Referring domain
• Screen resolution
TECHNOGRAPHIC
36
WEB
PER
SONA
LIZAT
ION
STRA
TEGI
ES
I think you understand this one
• Current temp• Type of weather outside
WEATHER
37
WEB
PER
SONA
LIZAT
ION
STRA
TEGI
ES
Remember “data everywhere”? This is that stuff.
• Social data• Email list data• POS data• Mobile app data
• Internet of Things (IOT) data
CHANNELS
38
WEB
PER
SONA
LIZAT
ION
STRA
TEGI
ES
All of that stuff that people are tracking that you didn’t know about
• Browsing info:• Sites visited• Referring site• Site visited after leaving
• Ad info:• Which you’ve seen• Which you’ve interacted with
• Cookie info• IP address• MAC address• Unique IDs
AD NETWORKS
39
WEB
PER
SONA
LIZAT
ION
STRA
TEGI
ES
To determine where this personalized content should live.
• Where do users come from?• What do analytics tell us about usage patterns?• Where are my most common drops in the
conversion funnel?• What questions do they have at each step in the
journey?• What CONTENT do they expect at each step in the
journey?• Remember that journeys aren’t necessarily linear –
don’t assume they are starting from the home page. Organic search, paid search, social sharing, bookmarks, landing pages are a few entry points you need to consider.
UNDERSTAND THE USER JOURNEY
40
WEB
PER
SONA
LIZAT
ION
STRA
TEGI
ES
Do you actually have the content users are expecting?
• Open that journey map and review the ”content users expect” section.
• Walk through the journey yourself online. • Review content with this lens:
• Is it in the right spot?• Is it appropriate (age, language, format, etc)?• Does it align to user’s needs?• Does it contain appropriate CTAs?
• Do we have the content we need for personalization?
• Identify gaps.
MAP CONTENT
41
WEB
PER
SONA
LIZAT
ION
STRA
TEGI
ES
Where is this new content going to live?DEFINE PERSONALIZED AREAS
42
WEB
PER
SONA
LIZAT
ION
STRA
TEGI
ES
Always Be Testing (ABT)
• Ensure key metrics are benchmarked• Consider A/B testing• Launch• Observe test results• If doing A/B testing, implement winning strategy• Adapt if necessary by identifying potential issues such as:
• Usability• Language• Placement• Color
IMPLEMENT, TEST AND ADAPT
THANK YOUCHRIS HAYES | 410.327.0007 | [email protected]
Company and Contact Info
WEB
PER
SONA
LIZAT
ION
STRA
TEGI
ES
ADDITIONAL INFO
45
We deliver on the new promise of integration by uniting marketing cloud technology expertise with brand and demand generation to accelerate customer engagement and action.
WHA
T W
E DO
47
MEE
T BR
AND,
DEM
AND,
AND
TEC
HNOL
OGY
200+TEAM MEMBERS
SILICON VALLEY • NYC SEATTLE • BALTIMORE • ST.
LOUIS
MULTIPLE OFFICES,
ONE TEAM.ABOU
T US