Sunday Mar 09, 2014

SXSW Sunday: Responsys and Orchestration Marketing

Content MarketingThe wall-to-wall socializing, networking and learning continues at SXSW Interactive.  And at the Oracle Discovery Lounge, attendees were treated to a presentation by Responsys Sr. Manager of Customer Success Jonathan Petrino on how marketing channels shouldn’t be isolated, but be orchestrated so each empowers the other. The main points for you to consider:

Marketing orchestration is email + mobile + social + display + preferences.

The big dilemma for today’s marketer ismarketing is dealing with massive growth of touch points and addressable media. Therefore, a new post-campaign era model is required.

The post-campaign era is about delivering the right portfolio of interactions across channels and time for relevant, personalized customer experiences.

The model needs to be flipped. Don't start with a campaign, which is then scheduled and sent to the masses. Start with the customers, build profiles, design experiences, and interact individually.

Flip the Model

Low orchestration, like broadcast campaigns, are low ROI. High orchestration, like cross channel campaigns, are high ROI.

Marketing orchestration lets you scale, but with the customer at the center. It takes the personalized service you’d get from a rep, and executes it to millions.

Content is delivered cross channel, depending on actions the recipient does or doesn’t take. That has proven to show significantly higher Digital Net Promoter scores.

Asking questions on first contact starts building profiles that help brands deliver highly relevant messaging.

This kind of relevant, persona messaging leads to 2.5x the average open rate and 16x the average click-through rate.

One brand has a social game where you get virtual items for giving desired info or doing things like signing up for the email list.

You can prevent "atomic opt-out" (unsubscribing from all communication) by providing clear communication preference interactions.

Display is the largest digital channel in media spend. But it's usually wasted by anonymous targeting.

Unique journeys for unique customers has led to 20-40% conversion rates.

Now mobile is being added into orchestrated marketing, not just SMS but push, passbook, location, and mobile ads.

Service brands can even use an email, SMS combo to deliver info on what kind of specific work will be done and what time service will begin.


Saturday: Top Panel Takeaways from the Oracle Discovery Lounge at SXSW

Oracle Social at SXSWIt was quite the full and successful day at the Oracle Discovery Lounge at SXSW Interactive, as the social leaders of major brands shared their experiences and lessons learned around social ROI, social marketing, social customer service, and social management.

For those who couldn’t make it to Austin or the Waller Creek Boathouse, here are some of the top takeaways.

The Right POEM Equation in Today’s Shifting Social Landscape

Oracle Group VP Meg Bear, Kenshoo Social GM Sivan Metzger, Nanigans Biz Dev SVP Ben Tregoe, and SHIFT CEO James Borow

Oracle Social's Meg Bear

  • In the paid space, you must know what content is performing well and will bring good results for you if it gets some paid support.
  • You can't go forward realistically without including all stakeholders in the paid, owned, earned ecosystem.
  • Attribution is a challenge. If you make $100, how much of that went to each marketing component?
  • The ad is really the last step in a long process, and each step deserves some credit for the win.
  • Bigger companies are trying to get into more of a startup mindset so the newest tools can be tried out.
  • CMO's seeking to show how each paid social expense speaks directly to business KPI’s is the very near future.

Setting the Record Straight; Say Goodbye to Social ROI Myths

Oracle VP Erika Brookes, LEGO Director Lars Silberbauer, Pernod Ricard’s Jeremie Moritz.

Erika Brookes SXSW

  • Having social data is like having your head come up out of the water.
  • Lego empowers their front line people to do not just community management, but paid media for immediate action.
  • 500 people have been trained in social at Lego. They have a "social driver's license." The process was selective, not everybody was invited to get trained in and participate in social.
  • Getting staff to participate on internal social networks helps get everyone used to being more social overall.
  • Switch focus to smaller communities consisting of the fans who matter and who are engaging.
  • Pernod Ricard doesn't try to understand everything. Data is there to help, not do the whole job for them.

Slamming Social Into High Gear; a GM Case Study on Social

DigiDay’s John McDermott, GM Director Social Media Communications Mary Henige, GM Social Center of Expertise Lead Rebecca Harris

  • GM uses social a great deal for customer care, where owners can ask all sorts of service and product questions.
  • Their team knows the topics important to their targets and run strategy against it. It's not hit and miss.
  • GM uses photos fans send in as their Facebook cover photos, and they're among the most shared.
  • Social listening lets them know if there's something their customers aren't understanding or need help with.
  • Social and events like SXSW help get them in front of younger demos that may not be eager to walk into a showroom.
  • Social listening in a crisis helps you find your biggest advocates & defenders.

Related content you might want to check out:

  • FREE whitepaper on measuring social ROI in the enterprise.
  • See fun Instagram images coming out of SXSW mixed in with tweets from @oraclesocial with our SXSW Experience Tab.
  • Video: Oracle's Meg Bear talks with new paid social partner SHIFT's CEO James Borow.
  • Video: Oracle Social's Erika Brookes talks social ROI myths with Pernod Ricard's Jeremie Moritz.
  • Video: Oracle Social's Mike Stiles talks with GM's Mary Henige about how you manage such a massive customer base. 
  • There's a LOT going on at Oracle Social. Get access to all of it with our brand new one-stop Infowall.


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