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Intro to Customer Engagement Marketing and "Behavior Shaping"
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Transcript of Intro to Customer Engagement Marketing and "Behavior Shaping"
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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
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Short Version (30 slides – high level)
Medium Version (80 slides – frameworks and benchmarks)
Long Version (260 slides – tactics, how-to, and best practices)
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Agenda
• Quick Intro• Evolution of Digital Marketing – How Did We
Get Here? • Overview of Engagement Marketing• Case Studies• Q & A
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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”
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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
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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
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…is now unified around the customer experience.
PushNotifications
SMS
• Triggered by customer state• Optimized to encourage certain behavior• Channel-optimized
Social
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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.
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You Helped Make Them Big!
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As marketers, you are already feeling the effect…
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Messaging Volume Is ExplodingV
olu
me
of
Mes
sag
es S
ent
(Tri
llio
ns)
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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
*
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How do you get above the noise?
MAKE EACH MESSAGE RELEVANT.
(Customer Engagement Marketing mantra)
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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
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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!)
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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!)
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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?
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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
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The Simple Framework
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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.
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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.
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…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
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Once it’s defined, it runs itself…
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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
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Example Engagement Engine - Kahuna
Live Triggered Campaigns
Analysis Projects How to Maximize Engagement
SuggestedCampaigns
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“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)
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“Seeding Key Users” Example - Refresh
• Early adopters help define cohort characteristics for highly active user
• Target users with similar characteristics on FB, Twitter
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“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]
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Where Could EA Go? - Scrabble
• Deeper relationship with e-mails
• Cross-sell• Encouraging sharing• Etc.
Confidential Content
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(Long version of this deck has LOTS more examples)
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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!
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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.
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Thank You! See You On The Trails…
[email protected]@scott_dunlapLinkedin.com/in/scottdunlapwww.atrailrunnersblog.com