the power of one resolution web

8/3/2019 The Power of One Resolution Web

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2 2011 ExactTarget | www.ExactTarget.com

Think back to December 2010 for a moment. How manyresolutions did you make? And how many o those were you ableto keep? Dont worryyoure not alone. Instead o splitting yourtime and energy acro ss a laundry list o reso lutions or 2012, whynot narrow it down? Amidst the chaos o the real-time web, whynot simpli y? In short, why not make ONE resolution?

Why only ONE resolution? One resolution is ocused. One

resolution is attainable. One is where it all begins.Starting your year with one power ul resolution is like pushinga single snowball rom the top o a hill. Although it seems smallnow, you know that as it rolls, it will grow, gain momentum, andbecome a orce to be reckoned with. Committing to a single

resolution empowers you as a marketer to concentrate onandconquer your most pressing busines s objective or 2012.

InsIde thIs report, youll learn: How nine leading brands branched out to

new channels like mobile and social

The powerful results that can be achieved

through cross-channel marketing

Ways to identify your one resolution or 2012

the power of one resolutIonReal Brands. Real Stories. Real Resolutions.

H ea r f r o m t h e s e

b r a nd s i n s id e !


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As you read through these ExactTarget

client success stories, take note o how these marketers have made real progress in 2011and are resolving to refne their marketing in the new year.

When the con etti settles and the post-holiday pace picks back up, youll be ready to achieve phenomenal business results in 2012.

Why only onErEsolution?

One resOlutiOn

is focused. One resOlutiOn

is attainable.One is where itall begins.


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my 2 0 1 2 r e s o l u t i o n:

e x p l o r e M O B i L E

m a r k e t i n g

The Power of one resoluTion // Mobile

T O D O : c h e c k w e b

a n a l y t i c s f o r

% o f m o b i l e v i s i t o r s


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I Resolve To...MaKe MoBIle part of My MarKetInG MIX

Youre in retail, nancial services, or the

travel and entertainment industryIts critical or your message to reachcustomers or prospects on-the-go ( orexample, time-sensitive in ormation oraccount alerts)

Your web analytics show that more

than 10% o your online tra c comesrom mobile devices

More than 20% o your subscribers

read your email rom mobile devicesYouve invested in building a mobilewebsite or smartphone app but havent

ully developed your mobile-speci cmessaging to drive engagement

Make this yOur ONE RESOLUTION if any Of the fOllOwing ring true:


On t e Fence about Mob le? Mobile marketing is simply a matter o meeting your customers where they are. In the recent SUBSCRIBERS, FANS, AND FOLLOWERS report,Mobile Dependence Day, we saw that 89% o US online consumers over the age o 15 own a cell phone, and 4 1% own a smartphone. You can get the ull report at www.exacttarget.com/subscribers- ans- ollowers.


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We are always looking to increase our emailuser base, but outside o online ordering, we have not

had much success growing that number. With the launch o a neweature menu item and an incentive attached to it, adding SMS made

per ect sense to try to capture emails given the large volume o guestscarrying mobile phones into our restaurants. It allowed them to sign-up when its top-o -mindand helped us capture emails rom withinour restaurants. Combined with other e orts to drive email sign-upson our website and through social media, we generated nearly 20,000new subscribers in two weeks. Roughly 5,000 o those came rom thetext-in program.

i 2011, t p t g t m tp and understandingthe new possibilities created in the mobile spaceapps, SMS, QRcodes, mobile website optimization, and mobile marketing in general.

A lot o brands spent the year trying to gure out how to capitalize onthe smartphones in everyones hands. Our oray into mobile has justscratched the sur ace. Theres plenty o potential when you considerthe ability to interact with guests while theyre in our restaurants,enhance their experience, and invite them to become more involvedwith the brand.

No matter where you all on the mobile spectrum, you should reallystrive to understand who your guests are and how they behave

as it pertains to your brand, and otherwise. Online personas andpre erences can di er rom o fine ones. You might have the greatestproduct or service ever created, but i you dont meet peoples onlineneeds, you might never get them into your establishment.

i 2012 t v . For the brands that have alreadydeveloped apps, mobile websites, and other mobile engagement tools,2012 will shi t ocus to how we can maximize these plat orms, and turnpassionate ans into mini-marketers. I want to identi y our best guestsacross all digital channels, and empower them to be brand advocatesthat help spread our message.

W a n t m o r e ?

W a t c h i t h e r

e !

Hear how P.F. Changs plans to ramp up its real-time marketing in 2012.Catch the video at www.exacttarget.com/clients/success-stories.

a conversation with p.f. ChanGs/ peI weI asIan dIner

J a s o n M i l l e r,

D i g i ta l C o n t e n t

& C o m m u n i t y Ma n

a g e r



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ScottS

Miracle-Gro

By connecting with ans at baseball stadiums via bigscreen video vignettes and SMS text-in registration, ScottsMiracle-Gro hit a homerun with its mobile marketing. Sinceimplementing SMS capabilities, Scotts has collected morethan 3,000 sweepstakes entries via text and 30,000 subscriberopt-ins rom online entry. Scotts also gained the ability toreach customers on-the-goespecially on the weekendsduring prime in-store shopping hours.

Herbalife

Herbali e, a global nutrition company,uses ExactTarget SMS to communicatewith thousands o its independent global

distributors, in several languages. By coordinatingSMS with other messaging channelslike email, web, mobileweb, and the Herbali e Appthe company allows distributorsto stay in the loop via their pre erred contact method, evenwhen theyre on the go.

So, youre ready to make a mobile resolution or 2012?Great choice! The best place to start is at the beginningby identi ying how mobile can help achieve your overallmarketing goals. Remember that mobile is a plat ormo multiple channels (e.g. SMS, MMS, email, apps, pushnotifcations, web, etc.), and there is no one-size-fts-all answer. You can use ExactTarget Inbox Tools, webanalytics, or app metrics to determine i your customers

are engaging heavily with your email messages, website,or app on mobile devices. Using data collected rom thesetools, identi y what mobile channels can assist in achievingyour marketing objectives.

A ter you have a clear picture o your customers mobileactivities, map out your planand dont be a raid toinclude some experimentation! Make sure you have theright technology to launch an e ective mobile programand the right manpower or systems in place to manage it.

Need help getting started? Visit www.exacttarget.com/mobile or, if you own a U.S.-based mobile device, text Research along with your email address to 38767 to receive ExactTargets SUBSCRIBERS, FANS, & FOLLOWERS mobile report.

what dIfferenCeCan MoBIle MaKe?

tHe Power of one reSolution // Mobile

Wh a t s N ext ?


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The Power of one resoluTion // social Media

f i g u r e o u t a P R O C E S S f o r s o c i a l

YE S pl ea s e.

MY 201 2 R E S O L U T I O N : p r ov e R O I f or our soc i a l me d i a ! !
http://exacttarget.com/Klout


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I Resolve To...step-up My soCIal MedIa MarKetInG

Youre struggling to monitor and reactto online interactions in real time

Youre looking to break down silos and join the social conversation

You want to increase engagement withyour customers and turn them intoevangelists or your brand

Youve grasped the social mediabasics but strive to make social datathe oundation o uture cross-channelcampaigns

You need to tie your social activities tobusiness objectives and prove that theydrive results



Soc al Superstar

In August 2011, ExactTarget managed 3.2 billion tweets. You read right, BILLION. Why do so many top brands rely on ExactTargets social expertise? yo o . x c .com/ oc


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Even though the United States Plastic Corporationhas been around or ty-plus years, the consumer side

o our businessselling household plastic productsis only ouryears old. Weve had a Facebook page or a ew years, but never didanything with it until the beginning o 2011. We started attacking thatavenue to generate new conversionsand learned pretty quickly thattheres always something new to adapt to.

Once we began using SocialPages to create Facebook tabs, we couldquickly create content and interact with customers. Over the Fourth oJuly weekend we ran a Facebook campaign that resulted in a 135%increase in the average order sizeand nearly hal o those orders wereplaced by rst-time customers. Were running a 12 Days o Christmasgiveaway and experimenting with a Deal o the Day holiday Facebookpromotion as well. Our an base has risen 133% this year.

The best part o social media is seeing the way customers reach outto our company. It gives them a voice. People get excited about ourFacebook contests, writing reviews and recommendations. Listeningto these social conversations helps us understand what our ans

are really looking or. When it comes time to develop our next saleor giveaway, we know what our customers want. So, that social

interaction bene ts them as much as it bene ts us.In 2012, we want to bring our marketing together into one consolidated

database to communicate to our customers more concisely. In doingthat, well deliver more relevant content, and cut down on the cluttero repetitive messages. From our website to TV ads and catalogues,we want to be sure were representing one company with one theme.Creating a consistent brand experience is key.

a conversation with unIted statesplastIC CorporatIon

K y l e Da v i s, Ma r k e t i n g

S p e c ia l i s t


...we ran a Facebook campaign that resulted in a 135% increase in the average order sizeand nearly hal o those orders were placed by frst-time customers.


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ToyoTa

By monitoring online buzz withCoTweet by ExactTarget, Toyotacaught wind o a negativeand alserumor lighting up

the Twittosphere. With the power to respondproactively and instantly, Toyota was able to di use adi cult situation and provide direct answers. Meetingcustomers where they areonline, in real-timehelps Toyotabuild credibility and strengthen customer relationships.

How did #toyotafail turn into a PR win?Peek behind the scenes at http://bit.ly/toyotasocialwin.

rei

With more than 125 locations acrossthe US, this outdoor superstorealready had a rock-solid socialmedia presence. The challenge was

keeping all those social channels straight, andoperating e ciently. With ExactTarget SocialPages andCoTweet, REI easily manages more than 54 Facebook pages

and one busy Twitter eed with upwards o 111,000 ollowersand 365,000 Likes.


Be ore you become a social butterfy, you have to builda cocoonwhich, in this metaphor, means starting witha smart strategy. What do you ultimately hope to gain byadding social to your marketing mix? Which networks areyou ready to tackleFacebook, Twitter, Foursquare?

Social medias strength can also be its down allits alwayson, and always changing. But dont let that deter you. Thebene ts o being able to connect with your customers in

real-time outweigh the challenges. And the truth is that yourbrand may already be a topic o social discussioneven iyoure not in on the conversation. When plotting your socialstrategy, determine how youll uel your ongoing marketinge orts to keep pace with the lightning speed o todayssocial infuencers and consumers.

And remember that not all social channels are the same.In the Twittosphere, consumers expect requent, ocusedmessages rom brands and prompt answers to theirquestions. On Facebook, consumers want a resh mix oyour corporate content and organic social conversation.

T e Secret to Soc al Success? ExactTarget SocialPages puts Facebook an page management back in the hands o marketers. Now,

building pro essional, campaign-based Facebook an pages to drive customer relationships and revenue is not only benefcial to your businessits easy to do.

what dIfferenCeCan soCIal MaKe?


Wh a t s N ext ?


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The Power of one resoluTion // cross-channel

C h e c k

i n t o t h i s !


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I Resolve To...Create and ManaGe Cross-Channel CaMpaIGns

Its important to you that you delivera uni ed brand experience regardless

o where your customer interactiontakes place

Your web analytics show that visitorsare landing on your site via email,mobile, and social links

Your customers are already commu-nicating with youor trying to com-municatethrough a channel otherthan email

You want to understand the pre erredmethod o communication among all o

your customers

Customer engagement via mobile orsocial media is growing at a aster pacethan your email subscriber lists



D d you Know? In 2011, 30% o ExactTarget users stepped beyond email to include another channel.

N e ed a h a nd na v i ga

t i n g y o u r

c r o s s - ch a n n e l o p t i o n

s ?

y o u c a n t t h Field Guid

e to

Cross-Channel Ma

rketing b

s c a n n i n t h i s Q r

c o d , o b

v i s i t i n e x a c t t a

t. c o m/ f i l d g u

i d
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When we rst began emailmarketing about two years ago, we

were still convincing people why it was importantbutonce the general value was established, there was an opportunity tosee what else we could do. In a lot o ways, 2011 was the year oexperimentation lets try doing a geo-targeted concert alert, or letstry changing up the content. Were learning more and more that weneed to ocus on our ans, and what theyre interested inand whattheyre most interested in is themselves !

O ten times our marketing messages are very much about an artist look at me, check out my video, look at what I released . Thatsgreat, but in the past year weve seen the greatest response romcommunications that engage ans on a more personal level.

We did a cross-channel campaign using mobile, landing pages, andsocial or a new Alice Cooper album called Welcome 2 My Nightmare.It coincided with Halloween, so we asked ans to send in photos ocostumes that went along with that theme or a sweepstakes. Withintwo weeks we had 300 photos posted, and could see people talkingabout it on Facebook. When ans see themselves or their tweets ormessages acknowledged by an artist, they really eel connected. Thisis the way our customers communicate with usand how they expectus to communicate with them.

2012 is defnitely the year o the an. This might mean including theircomments in our emails, photos o contest winners, acknowledgingbirthdays, or just thanking them. The more a an eels acknowledged,the more likely they are to share that content. You have to nd thatniche that makes someone eel good about your brand or product,and then the word gets out.

My best advice to another marketer would be: Take a chance.Experiment a little bit . There are ways to try new things withoutdisrupting what you already have in place. The ones that have beenbrave enough to test new channels have seen great results.

a conversation with unIversal MusIC Group

A n na L e e,

D i r e c t o r o f C R M


Music to a Marketers EarsWith ExactTarget Sites, the subscriber

addresses collected via Facebook wereautomatically populated into UMGs

ExactTarget Email program.


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rockPorT

Rockports Free Shoe a Daygiveaway campaign blends onlineand o fine channels rom a text-to-win promotion in stores to a special

Facebook page sign-up or ansin an e ort to boostits subscriber base. In its rst month, Rockport experienced a100% increase in email subscribers rom each channel weekover weekand a 240% bump in SMS subscribers.

Vodafone

Voda one Hutchison Australia (VHA),one o the countrys largest telecom-munications providers, realized ahigh percentage o online shoppers

were abandoning their shopping carts. Resolvingto recapture a portion o those lost purchases, VHA imple-mented a highly-targeted cross-channel campaign. As a re-sult, VHA experienced 15% recovered online salesand a6% decrease in the cost to acquire a sale.

You know that your customers wont (and shouldnt!)change their habits or youso you have to adapt tomeet their expectations. Expanding your email marketingto cross-channel marketing boils down to increasingyour relevancygiving your customers what they want,when and how they want it. Just because one customeris on Twitter 24-7 doesnt mean they all areothersmay live on Facebook, or never leave the room withouttheir smartphone.

But be ore you jump ship on one channel and startswimming up another, be clear about your objectives.What are you trying to accomplish with your interactivemarketing program? What sort o shape is your data in?Whether its point-o -sale in ormation or web analytics,looking at how youre organizing and accessing yourdata up- ront can save you a headache in the long-run.

Customer Data Powers Smart Dec s ons Audience Builder is your real-time, direct line to understanding invaluable customer data. Within an easy drag-and-drop inter ace, you can quickly ilter and segment your dataacross all channels. The result is immediate statistics to help you plan, track, and report on the per ormance o your interactive marketing.

what dIfferenCe CanCross-Channel MaKe?


Wh a t s N ext ?


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The Power of one resoluTion // conclusion


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Youve seen how nine leading brands rom P.F. Changs to Voda oneare branching out into newchannels. Now, its your turn. Use what youve learned here to chart your own course. Master yourmarketing destiny, make your one power ul resolutiongrab the reins and steer 2012 in the directionyou choose.

And i youre tempted to pile on a ew extra resolutions along the way, remember that single snowballperched atop the hill. When you concentrate on just one big idea, youll be surprised at how ar youcan roll in a year. Get star ted now by jotting your notes on the next page.

ThiS iS iTt me to trade n your long l st of resolut ons and

put a s ngle stake n t e ground. W en t e last notes of al g s fade away t s year, youll be po sed and ready for t e market ng opportun t es t at awa t you.

The Power of one resoluTion // conclusion


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Yes, we live in the digital agebut dont underestimate the power o putting pen topaper! Writing down your goals helps you keep your eye on the prize, and some evensay its instrumental in succeeding.

I 2011 was the year o ,

I will make 2012 the year o .

My one power ul resolution or 2012 is .

My Notes

The Power of one resoluTion // noTes


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Ill measure my progress with these milestones:

To achieve my resolution, my frst ew action items are:

The Power of one resoluTion // noTes Mobile

Flip for details!

Dont forget to add Start using the Interactive Marketing Hub as an action item!


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ExactTargets Interactive Marketing HubnicknamedThe Hubpowers interactive marketing across email,mobile, social, and websites. Instead o juggling multiplevendorsor the responsibilities o multiple jobsyou can ocus on becoming a lean, mean marketingmachine. The Hub gives you:

uniTy. Integrate data rom disparate sources romCRM and social media networks to point-o -sale

in ormation and web analytics to gain a single, uni edview o each consumer.

conTrol. With access to real-time tracking and rst-class,graphical reporting, the Hub gives you immediate visibilityand ultimate control over all o your marketing campaigns.

sPeed. Ensure your communications are as relevant asthey are timely. Automate advanced, sequenced programs

and deliver personalized cross-channel messages rom asingle, intuitive console.

This document may not be copied without the prior written consent o ExactTarget. 2011 ExactTarget.

THE POWER OF ONE SOLUTION

see for yourselfView Hub videos online at pages.exacttarget.com/imhvideos
http://pages.exacttarget.com/imhvideoshttp://pages.exacttarget.com/imhvideos

the power of one resolution web

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