oracle responsys interact 2014

Leading the PackAchieving Growth Through Authentic Connections, Conversations, and Content

Rachel TruairChief of StaffPetRelocationJuly 18, 2014

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Program Agenda

About PetRelocation

Create Connections

Drive Conversations

Experiences Come Alive

Takeaways

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2

3

4

5

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What does PetRelocation do?

LambeauSeattle, WA

Pre-Move PaperworkPickup

Flight TicketDelivery

LambeauShanghai, China

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Create ConnectionsNot just clicks.

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What connects you to your consumer?For us, it’s emotion.

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People love their pets.And it’s easy to see why.

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They love them so much, they move everywhere with them.For Zimbo, that means even to Uganda.

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How did those photos make you feel?

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How does movingmake you feel?Also emotional, but in a very different way.

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Photo from Flickr: WordRidden

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What if your move looked like this?For Zimbo, it did.

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How do we connect with this type of experience?

Of culture is hidden beneath the surface.

90%

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The MarketingIcebergAn opportunity to connect with customers on a deeper level.

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Simplify complexities.

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Pull back the curtain.

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Clear up misconceptions.

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Drive ConversationsNot just conversion rates.

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Problem: Answering the right questions for the right people.Questions are a great conversation starter.

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Solution: User-generated “Ask the Experts” form Easily generate Q&A content that adds value to long-tail strategy.

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Authentic conversations have value.

Keyword strategy covers a broad range of “below the iceberg” terms 47%

Of web customers come from organic search.

368 Keywords in Top 3 on Google

Keywords in Top 10 on Google

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806

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Conversations drive customers.Especially when Q&A continues beyond the initial question.

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“How do I find two giant travel crates for my dogs pet move?”

– Ron’s actual search term

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“Answer & Ask” ContentKeep the Q&A going past the first visit.

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7 Number of days from downloading whitepaper to hiring PetRelocation

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Experiences drive evangelists.How do you make customer experiences come alive to win more business?

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Problem: Customer experiences get stuck in email.Make it easy to get them out of the inbox.

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Solution: User-generated content portal.Social, email, and direct promotion.

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Result: Your customer writes your content – and it’s great.

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2.5x More contracts signed when using customer stories in email

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Problem: Customer experiences are hard to organize.Not all content is important to all prospects.

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Solution: Codify experiences using custom tags.Use the content you want only when you need it.

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Result: Future customers are exposed to meaningful experiences.

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Conversations Drive Revenue

Over 400 customer experiences generated from all over the world

$1200Value of each Customer Story in driving future revenue

4.0% Average Lead-to-Customer Conversion Rate

Lead-to-Customer Conversion Rate after Receiving a Customer Story Via Email

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14%

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TakeawaysYou can teach an old dog new tricks.

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Connect below the surface of your marketing iceberg.

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Create authentic conversations that continue past the initial question.

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Capture experiences to drive new evangelists.

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Questions?Thank you for your time!