How to Growth Hack Your CRM to Increase Digital Engagement
Transcript of How to Growth Hack Your CRM to Increase Digital Engagement
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How to Growth Hack Your CRM to Increase Digital
EngagementJon HinderliterAssistant Director
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About UMSLFounded: 1963Enrollment: 16,763Alumni: 92,000470 acres in suburban St. Louis County
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Source: Pew Research 2012
Young people (13-24) spend an average of 16.7 hours
online every week, excluding email time.
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One does not simply
start digital marketing.
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Where do you start?
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Growth
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What about ____?
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Growth is your true north
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Our journey into growth hacking
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Hacking?!?
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Growth hacking started as marketing
techniques from startups
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Hotmail - Sign up P.S. At bottom
DropBox- Friends sign up increase storage size
AirBnB - Craigslist cross-listing via API
Twitter - Follow 5-10 account more likely to become long term user
Examples
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Creative solutions based on data analytics that grow
the marketing funnel.
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The Enrollment Funnel
100
Freshmenapplicants
53 admitt
ed
✓21
enrolled
59% loss
100 Transferapplicants
70 admitted
✓55 enrolled
21% loss
College fairs, open house registrations, campus tours, web forms, inquiries…
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The “Aha!” Moment
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CRM Source Data1. Application Import2. Exam Scores3. Friend or Family4. Undergraduate Inquiry IP5. E-Mail6. Campus Tour7. Web8. UMSL Day Registration Page9. ACT Test Score10. HS/College Faculty/Staff
11. CBSS Prospect list12. ACT Purchased List13. Advanced Credit14. College day/night program15. Recruiter visited high school16. Recruiter visited my college17. Phone-When a student calls us18. College Fair19. Radio ad20. Special Events
21. College Visit22. Transfer Piece23. Newspaper ad24. SAT25. Pi Theta Kappa bought list26. UMSL Day Walk-in27. NextStep purchased list28. Group Tour29. Inquiry from Preview
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DAYS OUT
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Traditional digital mix
(SEM/Display+SEO)
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Brand keywords drove conversions but increasing budget didn’t grow
registrations.
Search engine marketing
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UMSL open house
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But Maybe…
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Source: March 2013 Consumer Heterogeneity and Paid Search Effectiveness: A Large Scale Field Experiment
bit.ly/ebay-study
Enter study
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$6.61 (2011)
$60.03 (2015)
Non-brand keyword cost increases
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Has your marketing budget
kept pace?
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Where could we find prospects that either had an interest but weren’t
searching or people like them?
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1.6+ billion people
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But is it still popular with
teens?
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Does Facebook still matter?Use Twitter Use Instagram Use Pinterest Use LinkedIn Use Facebook
% of Twitter users who…
N/A 53 34 39 90
% of Instagram users who…
53 N/A 37 30 93
% of Pinterestusers who…
29 31 N/A 29 87
% of LinkedInusers who…
31 24 28 N/A 83
% of Facebook users who…
22 23 25 25 N/A
Pew Research Center’s Internet Project August Tracking Survey, August 07-September 16,2013.
% of users of each particular site who use another particular site (e.g., 29% of Pinterest users also use Twitter)
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How do we find them?
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CRM Data OnboardProspecting (Beta)Remarketing
Enter AdRoll
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CRM Emails AdRoll
AdRoll CRM Data Onboarding
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Prospective Students
CRM AdRoll
Prospect
Applied
Admitted
Enrolled
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How remarketing works
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AdRoll remarketing results
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New audience
Data-driven targeting
Retargeting
AdRoll Prospecting
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1. Complete digital funnel marketing
2. Conversion tracking (CTC and VTC)
3. Dashboard analytics and great support
Why it works together on AdRoll
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Show growth with open house
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DAYS OUT
UMSL Day Fall
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Lessons from open house
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Test platforms based on reach, rich data audience,
and ability to convert
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Bonus: Instagram Beta!
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• Retargeting had higher CTR than Facebook
• Prospecting was 2nd highest source of traffic
• Increased follows by 28.1% during campaign
Instagram results
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Steps to building a growth hacking
process
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A=Always B=Be
T = Testing
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1. Instagram beta
2. Separate landing pages by source/channel
Run 1-3 tests per campaign
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Don’t focus on what happens here
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Ask yourself what is going on here and here...
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• SEO• SEM• Email• Organic Social Media
What worked yesterday might not work today
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• growthhackers.com• useronboard.com• growthhacker.tv• inbound.org
Resources
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Questions?
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Thank you! @Golf153