Intro to Customer Engagement Marketing and "Behavior Shaping"
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Transcript of Intro to Customer Engagement Marketing and "Behavior Shaping"
An Overview of Customer Engagement Marketing:Tactics and Methods for “Behavior Shaping”
to Increase Mobile Usage, Revenue, and Virality
Scott Dunlap for Electronic ArtsJuly 18th, 2013
Short Version (30 slides – high level)
Medium Version (80 slides – frameworks and benchmarks)
Long Version (260 slides – tactics, how-to, and best practices)
Agenda
• Quick Intro• Evolution of Digital Marketing – How Did We
Get Here? • Overview of Engagement Marketing• Case Studies• Q & A
Quick Intro
• “Hypergrowth Navigator” @ 10D Labs
• Exec at 5 start-ups from concept to IPO/acquisition
• 55 products launched, many #1 mobile apps
• Aka “that trail runner guy”
Evolution of Digital Marketing
DigitalDistribution
Context Ubiquity
• E-mail• Web• Massive and
Passive
• Search• Social• Triggered• Responsive
• Multi-device• Real-time, 1:1• Marketing and
customer experience merge
Personalization
• Dynamic• CRM era• Still massive
and passive
What Used to Be Silos…
PushNotifications
SMS
Marketing team defines schedule/content based on product launch, PR, etc.
Developers define experience
Campaign-specific from marketing team
Social Driven by social team/agency
…is now unified around the customer experience.
PushNotifications
SMS
• Triggered by customer state• Optimized to encourage certain behavior• Channel-optimized
Social
Just think of the last app/servicethat surprised you with how much
time it managed to get…
…did it send you 10+ e-mails/week and you loved it even MORE?
YES.
You Helped Make Them Big!
As marketers, you are already feeling the effect…
Messaging Volume Is ExplodingV
olu
me
of
Mes
sag
es S
ent
(Tri
llio
ns)
Messaging Volume Is ExplodingV
olu
me
of
Mes
sag
es S
ent
(Tri
llio
ns)
In the time that it took you to read this sentence 2.8 million messages were sent
* And 62% will be read on a mobile device
*
How do you get above the noise?
MAKE EACH MESSAGE RELEVANT.
(Customer Engagement Marketing mantra)
Customer Engagement Mktg
• How is it different?– Triggered by behavior and customer state, and
encourages specific actions– Feels natural, not intrusive– I call it “behavior shaping”, but it’s rooted in
“growth hacking” and “lifecycle marketing”– Ultimate goal – shape behavior towards habitual
use that encourages $$$ and virality
Note - Engagement Marketing = Amplification of Value Only
If your product…– Sucks– Does not add more value than the avg 43 apps on a
phone (13 used regularly)– Cannot communicate core value in first 10 seconds,
and onboard in <20 seconds– Has a DAU/MAU less than 5%
…Engagement Marketing cannot help you.(now back to our program!)
Example – The Genius of LinkedIn
Did you know:• $22b market cap (doubling
every 9 months)• 30% of traffic driven from
engagement-style e-mails• They A/B test features/content
in e-mail first• They “shape” your behavior to
create ideal profiles to sell to recruiters/salespeople (genius!)
Seamless Engagement @ LinkedIn
• LinkedIn e-mails I got this week alone– “Your clan”– “Who wants you”– “Reciprocity”
• Keeps me engaged and coming back
• Is it marketing? Or the product experience?
• Does it matter?
Vocabulary of Engagement Marketing
• Actions– A well-defined and instrumented behavior
• Cohorts – Automatically group customers by certain usage
patterns, or desired usage patterns– “Active”, “casual”, “dormant”, “premium”, etc.
• Triggers– Customer behavior or external events that cause a
message to be delivered to a target cohort
The Simple Framework
More Advanced Framework Better Defines Cohorts
Aware On-boarded
PasserBy
Casual Active
Dormant
Premium
Active/ Sharing
Premium/Sharing
Example definition of “Active” – Completed Level 1, used in last 10 days.
Each day, customer actions (or lack of) create movement between cohorts…
Active
Dormant
2,104 users hit their 10th day of non-use.
390 users who were dormantused the app.
…triggering targeted campaigns
Active
Dormant
2,104 users hit their 10th day of non-use.
390 users who were dormantused the app.
Send “what your friends are doing” e-
Send “good to have you
back” to those 30+
days inactive
Once it’s defined, it runs itself…
The Essential Tools• Step 1 – Cohort Analysis– Dynamic cohort definition, control groups
• Step 2 - Triggered Messaging– E-mail vs Push vs Text– Social (680m daily mobile users on FB alone)
• Or Both in an “Engine”– New solutions combine the above into one, similar
to how FB, Twitter, etc built internally
Example Engagement Engine - Kahuna
Live Triggered Campaigns
Analysis Projects How to Maximize Engagement
SuggestedCampaigns
“Where to Start” Example - Gyft
• Wanted to address “single use” (Active-> Dormant)
• Set up reminder campaign, e-mail and push optimized
• 19% lift in monthly Actives (800%+ annually…power of compounding)
“Seeding Key Users” Example - Refresh
• Early adopters help define cohort characteristics for highly active user
• Target users with similar characteristics on FB, Twitter
“Seeding Key Users” Example - Refresh
• Organic referrals work best, triggers after meetings
• Twitter gets downloads…
• …but Facebook helps define value proposition
“Never talk about the weather again!”[1,170 likes, 2.4% CTR]
“New App to make conversations…”[370 likes, 0.3% CTR]
Where Could EA Go? - Scrabble
• Deeper relationship with e-mails
• Cross-sell• Encouraging sharing• Etc.
Confidential Content
(Long version of this deck has LOTS more examples)
Who’s Got This Nailed?
• Acquisition – Mint, OKCupid, Scrabble• Onboarding – Dropbox, Quora• Migration to Active – LinkedIn, Facebook,
Groupon• Best Weekly Digests – Quora, Twitter• Best Impulse Buying – Fancy, One Kings Lane,
Fab, Etsy, Pinterest (?)• Best Referrals – Quora, LivingSocial, AppSumo• What worked on you…check your phone!
Required Reading…
• The 280 slide version has lots of best practices…• NirAndFar.com – Understanding the roots of
habitual behavior and design.• Dave McClure’s Growth Hacking Intro on SlideShare
– still one of the best.• DJ Patil’s Data Product eBooks.• Growth hackers – growhack.com, Andrew Chen• Quora Growth Hacking groups• White Papers – Kahuna, Marketo, SilverPop, etc.
Thank You! See You On The Trails…
[email protected]@scott_dunlapLinkedin.com/in/scottdunlapwww.atrailrunnersblog.com