Omni-channel Talent Application
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Transcript of Omni-channel Talent Application
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Omni-Channel Talent Application
Presented by: Jonathan Wilson
@Jonathanbwilson
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@jonathanbwilson
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Why DoesOmni-channel
Matter?
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Who Makes More $:Specialists or Generalists?
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+42% more $
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Generalist>
Specialists
https://www.roberthalf.com/sites/default/files/Media_Root/images/tcg-pdfs/2017_salary_guide_thecreativegroup.pdf
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Omni-channel is Good for Business
http://www.idc.com/getdoc.jsp?containerId=252327
31% Higher LTV
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What is Omni-Channel?
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Omni-Channel
OMNI = All
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Omni-Channel
Channel =
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InfiniteOmni-channel
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InfiniteOmni-channel
Finite Time, $, Resources
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True Omni-Channel is a Myth
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Our Goal: Build a prioritized, scalable framework for managing your omni-channel marketing program.
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3 Steps Framework
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Step 1: Know Your Customer
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Use Data
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Audience Customer 1 Customer 2AgeGenderIncomeBirthJobPlatform
Starting Point: 2 Orders Came In
Data Needed !!•Public•Paid•Proprietary
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Public: Think With Google
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
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Public: Determine Site Appropriateness
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Drill Down to Decide!
http://sproutsocial.com/insights/new-social-media-demographics/
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Audience Visitor 1 Visitor 2BornGenderIncomeBirthJobChannel Social (Facebook, LinkedIn), Search
(Google, Bing, Yahoo), Paid, Referral (HG.org, Findlaw.com), Email (Eloqua),
Direct
Social (Facebook, LinkedIn), Search (Google, Bing, Yahoo), Paid, Referral
(HG.org, Findlaw.com), Email (Eloqua), Direct
Public Outcome: Channel Appropriateness
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Paid: Social Data
http://keyhole.co/blog/the-top-25-social-media-monitoring-tools/
• Structured•Unstructured
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Paid: Demographic Data
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Audience Buyer 1 Buyer 2Born 65+ 65+Gender Male MaleIncome $250k+ $250k+Birth UK UKJob Retired RetiredChannel Social (Facebook, LinkedIn), Search
(Google, Bing, Yahoo), Paid, Referral (HG.org, Findlaw.com), Email (Eloqua),
Direct
Social (Facebook, LinkedIn), Search (Google, Bing, Yahoo), Paid, Referral
(HG.org, Findlaw.com), Email (Eloqua), Direct
Paid Results: In-Channel Affinity Groups!
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Proprietary: Audience Behavioral Data
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Proprietary: Add Personal Information
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Audience Prince William Ozzy OsbourneBorn 1948 1948Gender Male MaleIncome $250k+ $250k+Birth UK UKJob Retired RetiredChannel Social (Facebook, LinkedIn), Search
(Google, Bing, Yahoo), Paid, Referral (HG.org, Findlaw.com), Email (Eloqua),
Direct
Social (Facebook, LinkedIn), Search (Google, Bing, Yahoo), Paid, Referral (HG.org, Findlaw.com), Email (Eloqua), Direct
Motivator Prestige Dank Memes
3P Results: Real Human Understanding
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Step 2: Channel Prioritization
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Start with an Omni-Channel List
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Channel Agnostic:Use Customer
Data to Eliminate Irrelevant Channels
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Apply Same Methodology to
Prioritize Channels.
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Result: Data Driven, Weighted
Channel Prioritization
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Prioritization for a 40 hour workweek
Scenario Percentage 1 FTEAssumption 40 hours / week
Radio 1% 0.4
Youtube 14% 5.6SEM 18% 7.2SEO 10% 4
Cust Service 13% 5.2Chat 6% 2.4Sales 10% 4Twitter 4% 1.6LinkedIn 9% 3.6Facebook 15% 6Total 100% 40
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Caveat: Channel Ratios Must Evolve!
@jonathanbwilsonhttp://pdfaiw.uspto.gov/.aiw?Docid=20150138333
Constantly Look For New Opportunities
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Step 3: Talent Application
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Scaling Your Operations
• In House• Contracto
r• Agency• Tools
Scenario Percentage 1 FTE Team of 90Assumption 40 hours / week 3600 hours / week
Radio 1% 0.4 36
Youtube 14% 5.6 504SEM 18% 7.2 648SEO 10% 4 360
Cust Service 13% 5.2 468Chat 6% 2.4 216Sales 10% 4 360Twitter 4% 1.6 144LinkedIn 9% 3.6 324Facebook 15% 6 540Total 100% 40 3,600
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Digital
PPC SEO Local Social
Video
Starting Silos
SalesProduct Content AM
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Integrate Digital Roles
SalesProduct Content AMDigital
PPC / SEO / Local / Social / Video
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Role Integration: Stay in Flow
S k i l l
Flow
Bored
AnxiousChallenge
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Role Integration: Career Progression
Intern
DMC
DM
DMS
Bored
Anxious
S k i l l
Challenge
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Reduce Boredom: Automate “Dummy” Work.
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Reduce Boredom: Automate Reporting
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Reduce Anxiety: Omni-Channel Assessments
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Reduce Anxiety: Decision Trees
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Reduce Anxiety: Knowledge Sharing
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Review: A Cyclical FrameworkKnow Your Customer• Public• Paid• Proprietary
Prioritize Channels• Channel Agnostic• Flexibility
Talent Application• Agility• Stay in “Flow”
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