Eloqua SnapApp PBS webinar 4 23-2013

© 2013 SnapApp. 1© 2013 SnapApp

How to Increase Engagement and DriveConversions with Interactive ContentPresented by:Seth Lieberman, CEOMichelle Chaplin, Senior Manager of Online Fundraising

April 23rd, 2013

#HASHTAG-HERE

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Presenters

15+ years of experience in the onlineadvertising space

Repeat Entrepreneur | Leadgeneration, affiliate marketing andcorporate branding

Father | Runner | Diver | General LifeEnthusiast

Currently managing and growing list of~800,000 leads & ~2,000 customers(donors)

Nine years of experience withmarketing/ business development fornon-profit and for-profit organizations

MBA from NYU Stern School ofBusiness

Seth LiebermanFounder & CEO

Michelle ChaplinSenior Manager ofOnline Fundraising

© 2013 SnapApp. 3

About

One platform for all channels; web, social,mobile and email

Deep engagement analytics that driveactionable insights

Marketing Automation integration & datacapture with no IT required

Content Creation Platform

Create, deploy and manage interactive content to generate leads, increaseengagement and drive revenue across your online presence

© 2013 SnapApp. 4

About

Public Broadcasting Service (PBS) is a non-profit publicbroadcasting television network

PBS and our member stations are America’s largestclassroom, the nation’s largest stage for the arts and atrusted window to the world

Educational media helps prepare children for success inschool and opens up the world to them in an age-appropriate way.

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Agenda

Changing the Game with Interactive Content Under the Hood: The Mechanics of Interactive Content What’s the Hold Up? False Starts in Content Marketing Interactive in Action: PBS Sets a New Pace Supercharge Your Content Marketing: Getting Started

with Interactive Final Thoughts Q&A

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POLL-

How much is interactivity is part of your contentmarketing strategy?

(Select one)

We are interactive rockstars! We regularly deploy multipletypes of engagements across our entire web presence

We are ahead of the curve with useful tools, polls and surveyson a few different channels.

We dip our toes in interactive, and occasionally deploy asurvey or poll.

What’s interactive content again?

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Changing the Gamewith Interactive Content

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B2B Content Marketing Usage By Tactic

*2013 B2B Content Marketing Benchmarks – North America: CMI/MarketingProfs

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What it means to be Interactive?

“Interactive content creates a natural call & response dialogue thatinherently drives better results & more satisfied users”

• Interactive is Way to think about calls-to-action• Engages users in two-way, cooperative interaction

ServicesVerbs (Active) Nouns (Passive)Assess

TestLearnEnterVote

Benchmark

ReadWatch

DownloadListen

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Interactive Calls to Action

• Tailored to specific buyers & subjects for engagement withonline content

• Creates a better, more valuable user experience AND drivesmarketing outcomes

Contests& Competitions

SpecialOffers

Diagnostics

Polls

Promotions& GiveawaysAssessments Knowledge

Tests

Surveys

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Results Acheived

Click-ThroughRate (CTR)

58%Share/ Virality

Rate

20%Content

Completion Rate

85% 81%Conversion/ GoalCompletion Rate

Mouse-OverRate

67%

AwarenessCustomerAcquisition

Time On Site

Leads Generated Web Traffic

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Interactive Content Shifts Your Marketing Curve

Internal TechnologiesWeb Analytics, BI, Digital Asset Management, CRM, SEO, Marketing Dashboards,Campaign Management, Competitive Intelligence, Content

External TechnologiesContent Creation, Marketing Automation, EmailMarketing, Landing Pages, Ads, Data, Media Spend,Mobile Marketing, Behavioral Targeting, Web site, SocialMonitoring, Community

Product TechnologyLocation, RFID, UGC, UsageMetrics, Community, BI Metrics

Resources Used

Tota

l Mar

ketin

g O

utpu

t

Base on Scott Brinker’s marketing technology stack

Interactive shifts thewhole marketing

technology stack up.

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Under the Hood:The Mechanics of Interactive Content

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Key Considerations1. Calls-to-Action

• What are they now?• What are your goals?

2. Actions• How to make them truly

‘actionable’

Hold These in Your Head

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Why Interactive Content Works

It provides some sort of value Education Entertainment Utility

It impacts behavior

Creates a collaborative dialogue

Satisfies fundamental human desires Competition, achievement, cognizance, etc.

Content works because…

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Value is a Two-Part Equation:

Users give you

You give users

Time + Data

Real-Time Value

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Real-Time Results for Users

Value comes in many forms:

“By actively answering questions/participating usersreceive specific result in real time”

Users inputtime & data,and receive

real-time results.

Users inputtime & data,and receive

real-time results.

SpecialOffers

ExperienceInformationStatusRewards Entertainment

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Deeper, More Actionable Data & Intelligencefor Marketers

Gentler, progressive approach tocollecting profile and lead data

Richer, More Valuable UserExperiences

Deeper, more actionable insights Shape engagements to learn what

you need to know

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Deliver Experiences Where Users Are

Facebook800 Millions accounts

and growing—you needto be there and be active Twitter

Go viral! Tap into yournetwork’s network

MobileReach the smart phone

audience— that’s 50% ofthe mobile market

Website / BlogBring people to your site

and keep them there

Google PlusBump up your SEO

results with +1s

EmailIs not dead—but you need

to keep it interesting! Ad UnitMove beyond the staticbanner ad to something

that really works

LinkedInFast growing, relevant

and targeted

Engage with users where they already are

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Interactive Drives Deeper insights and Better ExperiencesChannelsInteractive

ContentOutcomes

Drive Sales

Spark Conversation& Build Awareness

Amplify &Extend Reach

CaptureActionable

Data

IncreaseEngagement

BoostConversions

Display

Social ads

Mobileads

Blog &Mobile

Website/Microsites

Email

Polls

Contests &Competitions

SpecialOffers

Diagnostics

Promotions& Giveaways

Assessments

KnowledgeTests

Surveys

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What’s the holdup?False Starts in Content Marketing

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If we know it works, why don’t people do it?Challenges that B2B

Content Marketers Face

PerceptionVs

Reality

PerceptionIS

Reality

or,

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Even if you win the battle…

Even when you canovercome the challenges,you aren't convinced you

are doing a great job

Just 36% of B2B marketersbelieve they are effective at

content marketing

Nobody is that humble

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We all agree there is room for improvement

Confidence Gap Effectiveness Ratings ofTactics Among B2B Users

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The Hurdles Don’t Stop There…

IT/ Technology

BudgetPeople & Skills

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Extend & Expand Efforts & Investments

Leverage existing investments CMS/WCM CRM Marketing Automation

Extend capabilities Content seamlessly feeds your existing campaigns and

programs Creates additional, more actionable data

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Snapshots ofSuccess

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Create Brand Engagement | Rockwell Automation

Cross-channel distributionto engage customers and

drive leads

• Global campaign designed todrive engagement aroundmajor company event

• Simultaneous deployment ofsame content across multipleplatforms

• Lead data flows seamlesslyinto their marketingautomation platform

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Drive Software Downloads & Trials | Webroot

Cross-channel engagements todrive website traffic and

signups for free downloads

• Multiple engagement typesdeployed initially on Facebook

• Linkouts drive users to website –direct to more information or freetrial download

• Leads captured on website beforedownloading free trial

• All data integrated seamlessly intoEloqua

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Self-assessments to Drive Targeted Offers | DDI

Assessments profile prospects anddrive targeted product suggestions

• Unique DDI resourcerecommendations servedbased on assessment Q&A

• Eloqua integration triggerstailored follow-up email

• In-app links drive traffic tocontent on DDI website

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• Assessment test designed toqualify prospects

• iPad giveaway used as draw andpromoted across site

• Q&A information used in real-time to qualify prospect anddirect user to targetedwhitepaper download

• All data flows seamlessly intomarketing database

Pre-sales Qualification | Forescout

Drive Engagements forSpecific Shows & Newsletter Signup

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• QR code generated survey deployed atannual channel partner event

• Q&A information used in real-time todefine respondent as particular funpersona

• Personas promoted as fun aspect ofevent and tied to giveaways

• Leadgen form gates result providingdetailed information on respondent

Create Buzz at Event | RSA

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Interactive in Action:PBS Sets a New Pace

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PBS Fundraising | Goals

Generate leads to build their email and donor lists Create more holistic view of the user and gather more

in-depth lead data Expand and improve the effectiveness of their

existing marketing efforts Deepen relationships by matching subscribers to their

local PBS station Drive engagements for specific shows Drive 3,000 leads for each piece of content created

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PBS Fundraising | The Requirements

Extensibility & flexibility Support immediate and future needs Multiple lead generation, nurturing and retention programs

Leverage existing infrastructure Integrate with Eloqua marketing automation

Cross-channel distribution Measurability & in-depth analytics Ability to test, measure, analyze and optimize campaigns

Limited IT involvement

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PBS Fundraising | The Solution

Create interactive content alignedto popular shows and major eventsCreate interactive content aligned

to popular shows and major events

Diagnostics Polls Surveys

Email Website

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PBS Fundraising | The Results

Lead Acquisition & Cultivation 34k+ new leads Updated profiles of 5k existing contacts Matched 11k+ to local member stations

More than132,000completions

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PBS Fundraising | The Results

Engagement Personality tests (assessments/ diagnostic

quizzes) generated the highest completion, leadform submission, and share rates

PBS most engaging type of interactive content Improved email performance - quizzes among

highest CTR Social Sharing Interactive content embedded in

emails generated consistentlyhigher share rate

Most social buzz, trafficgenerations and lead formcompletions when tied to specificcontent

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User Flow

Takes Quiz

Inputs Information

Gets Quiz Results

Receives Welcome Email

Newsletter/Cultivation

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Back-end Flow

Quiz/App PromotionQuiz/App Promotion

Lead CollectionLead Collection

Snap App FeederSnap App Feeder

EloquaEloqua

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Key Takeaways & Success Factors In a new era of empowered customers, it is critical to

create quality content that is relevant & provides value Interactive content is a tool not a project

Identify existing marketing priorities/projects/events Map engagement types to each project/event based upon goal, channel, etc. View as part of the marketing mix for every promotion/event/program you are

running

You already have content – use it Identify personas and qualification questions Inventory existing assets - whitepapers, data-sheets, etc. Secure existing campaign graphics and artwork

Define promotion plan Interactive content works, but it needs traffic Promote/deploy across paid, owned and earned channels

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Questions?

Seth Lieberman

[email protected]@Snap_Appwww.facebook/SnapApp

Michelle Chaplin

[email protected]

@michellecruns

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SnapApp Is Industrial Strength Marketing

Create & Promote Choose from the broadest selection of content and app types. Complete customization of every aspect: look, feel & function. Promote content seamlessly & simultaneously across the web, mobile, social & email.

Drive Results Convert: Collect leads, opt-ins, subscriptions, Likes, +1’s, Follows, Pins, etc. Increase: Time on site, unique traffic, page views and advertising revenues Drive: Conversation, buzz and referral traffic.

Optimize & Learn Out-of-the box analytics show how your different content performs & converts by

type, by channel and in real time. Collect deep click stream and response data tied to each lead record for more

qualified and complete profiles. Integrate with other your existing business tools & services to compliment your

existing ecosystem.

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Eloqua SnapApp PBS webinar 4 23-2013

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