Leverage Email & CRM
to Cultivate IU Customer Experience & Engagement
Is your e-strategy customer-centric? Do your e-communications have an
integrated content-management strategy to reach and engage your customers?
June 4, 2013
Kathleen L Gerdink
Lifetime Engagement Service Center
June 4, 2013
Twitter Hashtag: #iucmc13
1
A partnership of IU Communications and University Information Technology
Services (UITS) to serve university users of CRM and e-marketing.
LIFETIME ENGAGEMENT SERVICE CENTER
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Lifetime Engagement Service Center
•
•
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Support clients
CRM adoptions
Integrated e-marketing
Best practices & university policy
Constituency lists, data
crmsc@iu.edu
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3
Building on 2011 and this year’s 2013 conference, best-in-class
OBJECTIVES
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Marketing Conference 2011
• Branding
• Unique value
• Tell a story
• The NOW Revolution
• Faster & integrated
• Measure
• “Emphasize Response-ability”
• Improving Marketing Effectiveness & Efficiency at IU
• “learning organization”
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Marketing Conference 2013
Advancing our Brand…
• Student degree completions
• IU Online
• Student experience
• Analytics
• Social media
• Media relations
• Mobile
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Today’s conversation
Goal: leverage CRM and e-communications/email tools
to _______ customer experience & engagement
• Trends
• IU Tools: supporting e-marketing
• Discussion & Wrap-up
– Email & campaign use cases
– Recap
linch pin : axle; central
cohesive element
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Establish baselines and vocabulary for common understanding
DEFINITIONS
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definitions
•
CRM
–
•
“Customer”
–
•
Marketing with persistence, consistency, reciprocity, rapport, and ethics. A communication strategy that sends, or "drips," a
messages to customers /prospects over time; messages are dripped in a series applicable to a specific behavior or status
Customer experience
–
•
evolving to mean knowing about behavior, past and present, and applying that knowledge in a way that influences customers.
Drip or nurture marketing
–
•
It is about sharing information, rather than pitching products. Great content engages customers at every stage of lifecycle
Event-driven marketing
–
•
Anyone who is a constituent, student, partner, alumnus, donor, employee, volunteer, admissions-candidate, parent-of-student,
governmental contact, media contact, general public of the Indiana University
Content marketing
–
•
CRM is Customer or Constituent Relationship Management. It is a business process for growing and retaining clients. CRM
often refers to the IT system that supports client development.
sum of ALL experiences a customer has with IU thru people, experiences, events, email, social, direct mail, advertising, public
relations, news & media, word-of-mouth,, over the duration of their relationship with IU
Lifetime Engagement
–
a strategic approach to relationship management which aspires to achieve a “cradle to endowment” approach for prospecting,
engaging and retaining constituents of the institution in more meaningful ways to build and strengthen a lifelong association.
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Being a “learning organization” means learning from the past, but moving
forward
THE PAST IS PROLOGUE
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Changing marketing models
<Relationships> <Applications > <Data> <BI>
<Customer-actions>
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E-marketing
Email replacing print for $$, volume
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Growth of E-marketing
 Websites & SEO, banners, adwords
 Broadcast emails
 Multiple email clients, browsers & platforms
 Growth (and failures) of CRMs & ERPs
 IM & SMS growth
 E-marketing replacing telemarketing & Print (cost
effectiveness, reach)
 Mobile devices & wireless networking
 Heightened expectations of consumers, patrons
 More tech-savvy, mobile, experienced web-search & ecommerce
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Growth of Email Marketing
1980s: early days of email
1990’s: Hotmail, e-commerce
2000’s: mobile
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Email use
@Work
B2C
- Average time/day in tools, Email
- Online offers consumers expect from brands via email
Source: Osterman Research,
http://www.ostermanresearch.com/freeresearch/rsc
h_0180.pdf
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Growth of Mobile
See: Nielsen, “The mobile consumer: a global snapshot, February 2013”
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Email clients & opens
Source: litmus.com, 2012-13 email opens & clients
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IU Email trends
↑
↑
↑
↑
↑
↑
Volume of sends rising exponentially
Volume forecasted to only grow
Multiple platforms for distribution
Email replacing print & direct mail
Mobile
Non-marketing staff distributing broadcast
communications
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CRM
Advancements in technology….challenges to big data,
decision-support
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Evolution of CRM
http://prezi.com/iwy9xdtkjtxc/history-of-crm/?auth_key=ab92e192454fe4c7e1337ac6e955bc30d3e3871c&kw=view-iwy9xdtkjtxc&rc=ref-20879571
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Evolution of CRM: higher-ed
• Mature SIS
• Growth in Alumni
and Advancement
• Discussing
“Customers for
Life” since 2004
• Extending to entire
university &
customer lifecycle
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Evolution of CRM: higher-ed
success stories/CRM plans
• Cabrillo College, in Santa Cruz, CA
– Extend data mining technology /CRM
– Map alumni donations back to their
educational experience
– ID patterns for future development drives
• University of California
– Applications up 5%, but admissions down 6%
– CRM to better access data, demographics, nontraditional admits
– Recognition & practices to support the
“university is a business”
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Evolution of CRM: higher-ed
success stories/CRM plans
• University of South Florida
– Cracks & silos, data & business process
– Integrated help desk, self-help
knowledge-base, business and CRM
systems
– Improvements to Student Experience
• University of Pennsylvania
– Trouble with customer service
– Integrate schools’ CRM solutions with
ERP
– Inquiry management
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Being a “learning organization” means learning from the past, but moving
forward
THE FUTURE
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Summary of trends
•
•
•
•
•
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–
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Marketing investments changing
Growth in email use
BIG DATA
Increased e-marketing
Higher-ed marketing
– Content marketing
– Customer experience
– Push vs. pull
Maintenance vs. growth
CRM
Email with Social
Integrated programs
Event-based marketing
BIG DATA, analytics
Clients looking for:
 Authenticity
 Expertise
 Social media
….mixed with traditional approaches
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Marketing Budgets
Where the $$ are being spent
June 4, 2013
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Marketing investment trends
• Mobile opens increased by
300% since 2010
• StrongMail Survey, 2013
spending projections
– 89% - 2013 marketing $$ - no
change
– 56% to grow email marketing
budget,
Source: http://marketingland.com/studies-as-mobile-email-usage-soars-marketers-budget-more-for-email-mobile-and-social-28745
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Marketing investment trends
organizations intent to increase spending in….
Source: http://marketingland.com/studies-as-mobile-email-usage-soars-marketers-budget-more-for-email-mobile-and-social-28745
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Marketing investment trends
…to integrate email with….
Source: http://marketingland.com/studies-as-mobile-email-usage-soars-marketers-budget-more-for-email-mobile-and-social-28745
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Growth in email marketing
Email ≠ RIP
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E-communications use
messaging
• worldwide email accounts
– 3.3 billion accounts in 2012
– Over 4.3 billion accounts by year-end 2016
– 14% in North America
• Consumer email accounts- 75% of total
• Majority of emails come from corporate
– Expected increase 23% or 143 billion daily by
2016
– SPAM accounts for > 15%
Source: http://www.radicati.com/wp/wp-content/uploads/2012/04/Email-Statistics-Report-2012-2016-Executive-Summary.pdf
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E-communications use
mobile
• Stats:
• Worldwide mobile users: 730 million - 2012
• Industry says anywhere from 27-41% of emails opened on mobile
(multiple sources, 2012-13)
• >30% of organizations do NOT have email optimized for mobile
•
Nearly 40% of organizations only offer “basic” features for email
optimization on mobile
• Trends:
• Mobile and email opens will only grow
• Very few users open email on multiple devices- won’t re-read/get
second chance
It’s not just about creating an email which is easy to read on a mobile, you need to
make it easy for recipients to act upon the email.
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E-Marketing Trends
Where are we going with e-marketing?
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Marketing Trends: Future
 Improvements to content
management
 Event-based marketingkey to engagement
 Integrate social media &
email (reposts)
 Optimize BIG DATA
• Who marries content strategy &
customer intelligence?
• Conversions
•
•
•
•
•
•
Information overload
Non-segmentation
Don’t know audience/interests
Harder, takes more time
Opportunity costs
ROI
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Know your customers & campaign results
• Quantity vs. Quality?
• More data or actionable
intelligence?
• Survey: 68% wanted big
data and BI for 2013
• 81% want graphics
• What data, how much &
why?
• Key business drivers
• Use IT, tools
•
See also: 4 Barriers Stand Between You and Big Data Insight
•
IU:
Business Intelligence at Indiana University, Lifetime Communication – Constituent Relationship Management (CRM)
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BIG DATA
• Predictive modeling
• Data & trend analysis
• A methodology to use
data to inform decisionmaking
• CRM & BI
• How do we get
customers? Keep them?
• Collaboration- marketing,
business and IT
CIO Magazine
Caveat emptor
- Beware “cherry-picking” data points
and what they mean
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Push vs. Pull Marketing
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•
•
•
Email
CRM
Social Media
Website
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Content Marketing
• What do customers want (“pull”) vs. what we want
to tell them (“push”)
• Track “events” not just clients
• Subscription and preference management
• Analytics to improve content
“Content is king.”
– Bill Gates
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The 6 Disciplines Behind Consistently
Great Customer Experiences
Fastcompany.com
Aug 28, 2012
1.
2.
3.
4.
5.
6.
•
Strategy
Customer understanding
Design
Measurement
Governance
Culture
“The customer understanding discipline is a set of practices that create a consistent shared understanding of who customers
are, what they want and need, and how they perceive the interactions they're having with your company today.”
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Customer Experience
integrating social and email
• Givers gain
give first before asking for value in return
• Content feedback loop
Social media for outreach, email for push-reminder
• Auto-responders
Email auto-replies with social media links, likes
• Use social to promote email
co-messaging & cross-messaging
use social to solicit subscriber opt-in’s
create a Facebook app
• Tracking
Download What Counts whitepaper: “18 ways to integrate social media and email marketing”, authored by Christopher Penn, professor of
Advanced Social Media at University of San Francisco, and member Congressional Advisory Committee on Student Financial Aid
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Customer Experience
integrating social and email
what’s in it for me
relevant, timely, targeted & valuable
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Customer experience
1. Monitor social media
2. (virtual) suggestion
box-internals
3. Feedback mechanisms
4. Analytics
5. CRM
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Customer Experience & CRM
CRM ≠ Customer Experience
CRM = “inside-out”
Customer Experience =
“outside-in”
CRM provides customer
intelligence
What you DO with the data
can lead to GREAT customer
experience
http://www.genesyslab.com/blogs/authors/mark-stanley/2013/crmand-customer-experience.aspx
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Customer Relationship & CRM
• Customer relationships = Trust
– ≠ data
• “Relationships are reciprocal”
• Challenge:
– CRM can turn people into data and relationships into ROE
– Relationships (C “R” M) are between people
• “Thought marketing”
– Put the customer 1st
– What value will you bring customer
– Use the data for good
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Why customer experience matters
 Quality of lead generation
 Ability to nurture
prospects, customers (in
cross selling) and donors
towards closure
 Relevancy to a "customer
of one"
 Increased conversion rates
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Marketing 2020
• marketing, channel and technology agnostic
• new marketing teams
– not only IT & Marketing
– sociologists, scientists
•
•
•
•
•
•
•
from “selling to serving”
end of mass marketing ??
nurture-marketing & CE
Analytics & ROI
Marketing outspends IT
BIG DATA (and how we use it) as competitive differentiator
Market defines the message, i.e. “Crowdsourcing”
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An investment in best-in-class and university solutions to increase
engagement and improve customer experience to support future trends
IU COMMUNICATION TOOLS
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Branding, Tools & Services
Branding
• http://brand.iu.edu/
• Email, social & web templates
• Print, video, logo
Online requests, services
• http://communications.iu.edu
• See “Capabilities” and
“Resources” pages
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E-campaigns
IU tools to support
1. Marketing plans, IU Comm Client
Services, marcomm staff
2. CRM, analytics, LE-SC
3. IU Communications, marcomm staff, all
print services & e-tools
4. IU Communications Editorial
5. Marcomm staff (how to define ROI)
6.
7.
8.
9.
WCMS, social, email, PR
Litmus, Marcomm staff
Marcomm staff
CRM, What Counts, WCMS, Social,
mobile, Vocus
10. Analytics: What Counts, CRM, Google
Analytics, Litmus, NextAnalytics, Social
● CRM value-add
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CRM
Constituent Relationship Management
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Why CRM?
• Leveraging BI and client data- key competitive advantage in
future marketing
– Who can best use the information, and create return on investment
– Differentiate messaging, strategies with client
& business intelligence
• Create New & retain existing clients
• Identify most successful marketing
channels and strategies
• Defining ROI in non-sales- interactions
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Delivering ROI with CRM
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CRM/Lifetime Engagement
Cradle to Endowment
1.
2.
3.
4.
5.
Institutional “rolodex”
Knowledge management- track significant events
Preferences
Breaking down “silos”
CRM is not a “product”, but a lifestyle
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Managing & engaging
constituencies
•
•
•
•
•
•
•
Who are my “customers”?
Who are my “potential” customers?
What are my business processes?
Analytics & reporting
Segmentation, tagging, filtering
Preference & series management
Move from “push” to lists to using
campaign filtering, event-based
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Managing & engaging
constituencies
Email Audiences
Constituency Groups
Contact type/Role
Undergraduate Admissions candidates
Definition
Traditional (<18) and non-traditional undergraduate admissions
candidates, sourced from various sources (summer workshop
attendee, college fair attendee, campus visit, webform, highschool guidance/grads, purchased lists, IvyTech student, etc).
Suspect, Prospect, Applicant, Failed admission, Enrolled,
Admitted/deferred, Admitted/refused, etc.
Used by
Admissions staff, by Campus
Parents, of undergraduate admissions candidates If high-school/traditional admissions, define and track parents
(esp. in candidate is under age 18).
Admissions staff, by Campus
Previous Students
Previous students of IU: failed, transferred. Candidates for readmission, staff.
Admissions staff, by Campus
Graduate Admissions candidates
Admissions candidates by school, sourced from various sources
(current undergrads- IU, current undergrads- other school,
webform/inquiry, masters students, etc).
Current students of IU.
Current staff of IU (paid, unpaid, FT/PT, interns, studentworkers), retirees, former staff.
Current faculty of IU (inc. adjunct), retirees, former faculty.
Graduate admissions by School
Enrolled Students
Staff
Faculty
Alumni
Donors
External constituencies
University, Campus, School
University, Campus, School; recruitment,
retention, administration
University, Campus, School; recruitment,
retention, administration
All previous graduates of IU, active/inactive membership.
IUF, IUAA, University, School
Any previous or current donor to IU, and candidates projected for IUF, Schools
future donations. Personal, corporate, foundations, estates.
Any contact an organization needs to track for external
ALL
communications, or events, or for transitioning to above
partnership. Can be involved with IU centers or schools in
research, grants, area high-schools, other colleges and academic
organizations, vendors, executive/corporate boards, VIPs, etc.
May need future subdivision. Can overlap with other roles.
Legislative
Federal, State, County, District, City, Town, etc legislative and
ALL (primarily PAGR, IUF, School, events)
leadership officials (legislators, mayors, major non-profit efficacy
groups etc).
* Groupings or use can also cross-over all or any of above. A single "person" can be in many roles, or constituency groups simultaneously.
Type of
Engagment/Purpose
leverage
email and CRM to cultivate IU customer experience and engagement
June 4, 2013
Engagement organization
Admissions
Definition
Recruitment
of prospective
students
Twitter
Hashtag:
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How Used
recruitment (emarketing, direct mail, social
55
media, Aspire pages, college fairs, events)
Talisma CRM Basics
Interaction management &
Contact Management
• Email message
scripts
• Histories
• Track a request
& progress
• Categorize the
interaction
• Calendar,
assignments
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Talisma CRM Basics
Phone
• Call scripts
• Call tracking
• Telemarketing
programs
• Identify targets
via past
analytics
*no ACD/Automatic Call Distribution at IU (yet)
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Talisma CRM Basics
Workspaces: Leads
• Design portals
& dashboards
• Team or userspecific
• Quick-view to
primary leads
• Use with
interactions,
phone
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Talisma CRM Basics
“Related” Workspaces & functions
Team portals- link most frequent
dashboards and processes
Configure most frequently needed
fields for quick snapshot
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Talisma CRM Basics
iServices: Aspire/Form-builder
• “New contact” forms
• Event registrations
• Subscriptions
• Requests, inquiries
• Creates new Contact/Lead
in CRM
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Campaign Development & CRM
• Events/conference e-vite &
management
• Email newsletters
• Decision-tree
• Capture recipient actions (if
email)
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CRM event/trigger based
marketing
Campaigns & triggers
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Social CRM
Coming soon
• Talisma Social CRM.pdf
–
–
–
–
Social connectors
Social monitoring
Social conversations
Social campaigns
“ higher education to have a strategy combining the
best of CRM with the strengths of social media…the
two systems should inform one another, and must
be opened up, connected, and integrated in a tight
way.” CRM Magazine, destinationcrm.com
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Talisma CRM
 Track individual from “cradle to endowment”
 Conduct personalized communications
 Distribute via dynamic filters- audience
segmentation
 Program complex recurring interactions
 “knowing your customers”
 Non-paid Conference/Event management
 Constituent Analytics
CRM #1 for:
 Drip- or nurture-marketing
 2-way communication
 Workflow-based campaigns based on client actions (engagement)
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Using CRM & LE-SC
Improve marketing campaign effectiveness
 Audience strategy & list creation
 Content improvement
 Increase client retention and satisfaction with 2-way
interactions; recipient data reporting (classifications,
demographics, audience type)
Manage opportunities
 Sales pipeline visibility & forecasting
 Cross-sell & up-sell opportunities
 Increase customer loyalty & improve internal marketing
(ideas only…many others…)
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Email Distributions
What Counts & Litmus
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Email Marketing
CRM, contact & list management
Professional & responsive email design (mobile)
Personalized email
EMAIL
MARKETING
Automated follow-ups
Blast or broadcast emails (news, announce, e-vite)
Subscription management: opt-in/out
Website integration, inbound analytics tracking
Social media posting
Campaign management, tracking/reporting
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IU Email Templates
Hoosier
Traditional
http://brand.iu.edu
Unity
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IU Email Templates
Newsletter
templates
(coming soon)
Big Red
Spirit of IU
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IU email editor
Advanced WYSIWYG for
content sections (future:
client custom templates)
Social media picker and standard IU
footer
http://www.iu.edu/~crmsc/ck_email/
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What Counts email distribution
• While world wide deliverability continues to decline
( currently 76.5% average ) we are able to maintain
> 99.7% deliverability
–
–
–
–
–
IU Hosted server
Dedicated e-mail relay
Whitelisting
Throttling
Lists, campaigns, reporting
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What Counts Upgrade
• Previous features
–
–
–
–
–
–
Reports
Heatmap & click-thru data
APIs
Articles
Campaign workflow and approvals
List and subscriber custom fields & segmentation,
suppression, dedup
– Content analysis
– SPAM scoring
– Polls, surveys
leverage email and CRM to cultivate IU customer experience and engagement
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What Counts Upgrade
• A/B Split Testing in lieu of
HiPPO’s
• WYSIWYG Improvements
• Publishing enhancements
• UI improvements
• Social Media Integration
• List improvements
Contact crmsc@iu.edu to gain
access/login to What Counts
Learning Community
Previous features
• Reports
• Heatmap & click-thru data
• APIs
• Articles
• Campaign workflow and
approvals
• List and subscriber custom
fields & segmentation,
suppression, dedup
• Content analysis
• SPAM scoring
• Polls, surveys
leverage email and CRM to cultivate IU customer experience and engagement
June 4, 2013
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What Counts Upgrade
UI upgrades & campaign options
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June 4, 2013
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What Counts Upgrade
Integrated social media
• Social only posts
• Email template with “social tags”
• Link to complete email URL from
social message
• Insert icons/links (IU footer)
• Link to IU page, or,
• Share, post, re-tweet
• Reporting
•
•
•
•
•
•
June 4, 2013
Social network name
# Views & reach-rate
# Shares & share-rate
# Social clicks & rate
Click-to-view rate
# Views/Posts
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What Counts Upgrade
A/B split testing
leverage email and CRM to cultivate IU customer experience and engagement
June 4, 2013
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Litmus
litmus.com
• Analytics
– Email opens by client, device, browser
• Email validation & optimization
–
–
–
–
–
Email test (15 desktop clients, 13 mobile, 12 web-based)
Spam filter checks
Subject line optimization
Code Analysis
Link validations
• Ease of Use
–
–
–
–
Upload HTML
Send to account email
Interactive testing
Test email or web pages
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June 4, 2013
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Litmus
litmus.com
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Email & list services
LE Service Center support for e-distributions, audience
selection, constituency management
June 4, 2013
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LE- SC Email Services
• SC vs. PM/Projects
– LE Service Center
•
•
•
•
Quick turn-around
One-time sends
Custom lists
IU templates only
– IU Communications, Projects
• Campaigns
• Integrated WCMS
• Custom client e-templates
•
•
•
•
•
Web “order” form
Footprints: job mgt., list approvals
IU Email Editor (template-builder)
Fast-Track/Fixed Price
Help: Self-serve tools, wiki, user guides
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Order e-distribution online
Order/request online at
http://communications.iu.edu/resources/dist
ribution-request/
•
Requested send date
•
•
•
•
•
Allow min. 3 days
Select template
List/audience request
Design details
• Copy
• From/Reply-to email
addresses
• Subject-line
• Footer info
Social media
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June 4, 2013
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List requests & approvals
•
•
•
•
Custom lists
CIP lists
Staff, Faculty, Students
Alumni
• Make requests
• Data stewards and
campus leadership
approvals
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June 4, 2013
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IU events calendars
• Onestart calendars
• Updated for all
“broadcast” emails &
communications
activities
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June 4, 2013
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Job management, histories
•
•
•
Track jobs
Histories & accountability
Footprints & 10,000 ft systems
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Fixed price e-templates
Life tim e Eng ag e m e nt S e rv ice Ce nte r: Em ail D e sig n & D istributio n S e rv ice s
O p ti m i ze c l i en t's s ta ff ti m e b y l ev er a gi n g es ta b l i s h ed p r a c ti c es , tem p l a tes & p r o d u c ti o n effi c i en c es th r o u gh I U C o m m u n i c a ti o n s
*b elo w a re b ein g o ffered fo r clien t co n v en ien ce a n d a re n o t in ten d ed to rep la ce stra teg ic p la n n in g a n d d esig n a ctiv ities in th e d ev elo p m en t o f cu sto m e-co m m u n ica tio n s ca m p a ig n s (p ro jects). W h en a p p lica b le, th e S erv ice C en ter ca n refer clien t to IU C o m m u n ica tio n s
fo r cu sto m ed ito ria l, m a rketin g a n d d esig n serv ices
F o rm at
Inclusive
Introductory
Clie nt
sim p le -se n d
te m p late w ith im age
te m p late w ith im age
P l a i n tex t, c l i en t-p r o v i d ed H TM L o r Si m p l e
IU Bra ndi ng Ba r
( N/A )
P erfect fo r
Rev is io n s & Tes tin g
Rep o rtin g
Bran d in g
H TM L I U Tem p l a te w i th s i n gl e i m a ge
H TM L I U Tem p l a te w i th C l i en t B r a n d &
s i n gl e i m a ge
Te m plate
to o ls o n ly
H TM L & C K Ed i to r Tem p l a tes
Ex a m p l e
Ex a m p l e
Si n gl e-s en d c o n s ti tu en c y m a i n ten a n c e
Si n gl e-s en d c o n s ti tu en c y m a i n ten a n c e
m es s a gi n g
m es s a gi n g
C l i en t fi l e- 1 r ev i s i o n , 1 -2 tes t s en d s ,
I U Tem p l a te w i th 1 r ev i s i o n , 1 tes t s en d ,
I U Tem p l a te w i th 1 r ev i s i o n , 1 tes t s en d ,
s i m p l e v a l i d a ti o n
s i m p l e v a l i d a ti o n
s i m p l e v a l i d a ti o n
Sen t, o p en s , b o u n c es
Sen t, o p en s , b o u n c es , s i m p l e c l i c k-th r u 's
Sen t, o p en s , b o u n c es , s i m p l e c l i c k-th r u 's
I n tr o to r ep o r ti n g to o l s ' u s e
s imple
Ca mpus & IU
C l i en t, C a m p u s & I U
Sc h o o l /O r ga n i za ti o n , C a m p u s & I U
N o C h a rge
$149
$149
$499*
Q u i c k o r o n e-ti m e a n n o u n c em en ts
Ex a m p l e
W eb d es i gn er s
tem p l a tes & tr a i n i n g o n l y
E ng a g e me nt e ffic a c y
•
•
•
•
•
: th e p o w e r to p ro d u ce a n a ffe ct
Piloting now
Kickoff in FY 13-14
“Order” via webform only
IU Email Editor (limited) styles/templates
1-2 revisions only
$0 thru June 30, 2013
(no charge to pilot 1st template/HTML service)
http://communications.iu.edu/tools/distribution-request/
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E-analytics
(analytics vs. metrics vs data)
Using the tools for measurement & reporting, informing
decisions & establishing ROI
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IU Analytics
• Reporting options:
–
–
–
–
–
Email analytics and reporting (opens, CTRs)
CRM analytics (customer data, trends)
Social mentions, tracking
Web analytics & SEO
Web Inbound/campaign analytics with Email
• Tools
–
–
–
–
What Counts & Litmus email campaign tracking
Talisma CRM customer analytics
Google Analytics & NextAnalytics for web
Social media (multiple)
•
Knowledge Management
 Data
 Information
 Knowledge
Marcomm
 defines what to measure
 identify results desired
 apply context, experience
 react, decision-making
Facebook Insights; Go.IU for link shortener; Hootsuite for Twitter management; Twitonomy & TwitterCounter for
Twitter analytics; Statigr.am for Instagram analytics; CRM Social (Talisma-coming soon); What Counts Social CTRs
– IUIE & BI
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Analytics
Talisma CRM
Talisma toolbar
Excel Tool bars
Result Pane
Available Folders and Reports
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June 4, 2013
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Analytics
What Counts email
See “Basics of email metrics” on LE-SC wiki
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June 4, 2013
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Analytics
What Counts integrated social
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June 4, 2013
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90
Analytics
Litmus email
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June 4, 2013
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Analytics
Litmus email
c re ate d_ at
e m ail_ addre s s
m ail_ c lie nt
m ail_ c lie nt_ s p m ail_ c lie nt_ fri
e c ific
re nde ring _
e ng ine
platfo rm
re ad_
s e c o nds
re ad_ c ate g o ry
c ity
re g io n
2013-05-15T 17:16:00
xxxxxx@ y a h o o .c o m
Ya h o o ! M a il
Ya h o o ! M a il U s in g Ch
W erob me
kit
w e b ma il
20 re a d
H u n te rs v ille
N o rth Ca ro lin a
2013-05-16T 19:07:00
xxxxxxxx@ y a h o o .fr
Ya h o o ! M a il Cla s s icU s in g Fire fo x
Ya h o o ! M a il Cla s s icFire
U s in
fo gx Fire fo x
w e b ma il
20 re a d
Blo o min g to n
In d ia n a
2013-05-15T 23:35:00
xxxxxxxx@ a o l.c o m
A O L M a il
U s in g Exp lo re r
A O L M a il U s in g ExpExp
lo relor re r
w e b ma il
12 re a d
Ca rme l
In d ia n a
2013-05-16T 11:35:00
xxxxxx@ a o l.c o m
A O L M a il
U s in g Exp lo re r
A O L M a il U s in g ExpExp
lo relor re r
w e b ma il
In d ia n a p o lis
In d ia n a
2013-05-16T 13:10:00
xxxxxxxx@ a o l.c o m
A O L M a il
U s in g Exp lo re r
A O L M a il U s in g ExpExp
lo relor re r
w e b ma il
16 re a d
Blo o min g to n
In d ia n a
2013-05-25T 01:06:00
xxxxx@ a o l.c o m
A O L M a il
U s in g Exp lo re r
A O L M a il U s in g ExpExp
lo relor re r
w e b ma il
20 re a d
Ca rme l
In d ia n a
2013-05-16T 11:52:00
xxxxxxxxx@ a tt.n e t
Ya h o o ! M a il Cla s s icU s in g Exp lo re r
Ya h o o ! M a il Cla s s icExp
U s lo
in re
g rExp lo re r
w e b ma il
20 re a d
2013-05-16T 10:46:00
xxxxxxxxxxxx@ s b c g lo b a l.n e t
Ya h o o ! M a il Cla s s icU s in g Exp lo re r
Ya h o o ! M a il Cla s s icExp
U s lo
in re
g rExp lo re r
w e b ma il
20 re a d
In d ia n a p o lis
In d ia n a
2013-05-15T 17:37:00
xxxxxx@ a tt.n e t
Ya h o o ! M a il
U s in g Fire fo x
Ya h o o ! M a il U s in g Fire
Firefo
fo xx
w e b ma il
20 re a d
In d ia n a p o lis
In d ia n a
2013-05-17T 01:36:00
xxxxxxxx@ s b c g lo b a l.n e t
Ya h o o ! M a il
U s in g Sa fa ri
Ya h o o ! M a il U s in g Sa
W fa
e brikit
w e b ma il
20 re a d
N o b le s v ille
In d ia n a
2013-05-15T 20:41:00
xxxxx@ s b c g lo b a l.n e t
Ya h o o ! M a il
U s in g Fire fo x
Ya h o o ! M a il U s in g Fire
Firefo
fo xx
w e b ma il
20 re a d
2013-05-18T 02:43:00
xxxxxxxxx@ s b c g lo b a l.n e t
Ya h o o ! M a il
U s in g Sa fa ri
Ya h o o ! M a il U s in g Sa
W fa
e brikit
w e b ma il
20 re a d
N o b le s v ille
In d ia n a
2013-05-15T 19:32:00
xxxxxx@ a tt.n e t
Ya h o o ! M a il
U s in g Exp lo re r
Ya h o o ! M a il U s in g Exp
Exp lo
lo re
rerr
w e b ma il
10 re a d
Ba ltimo re
M a ry la n d
2013-05-15T 17:04:00
xxxxxxxx@ s b c g lo b a l.n e t
Ya h o o ! M a il
U s in g Exp lo re r
Ya h o o ! M a il U s in g Exp
Exp lo
lo re
rerr
w e b ma il
0 g la n c e d /d e le te d
Gra n d Ra p id s
M ic h ig a n
2013-05-15T 18:31:00
xxxxx@ s b c g lo b a l.n e t
Ya h o o ! M a il
U s in g Exp lo re r
Ya h o o ! M a il U s in g Exp
Exp lo
lo re
rerr
w e b ma il
2 s kimme d
Lo u is v ille
K e n tu c ky
2013-05-16T 15:24:00
xxxxxxxxx@ s b c g lo b a l.n e t
Ya h o o ! M a il
U s in g Exp lo re r
Ya h o o ! M a il U s in g Exp
Exp lo
lo re
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w e b ma il
20 re a d
Ca rme l
In d ia n a
2013-05-15T 17:59:00
xxxxxx@ s b c g lo b a l.n e t
Ya h o o ! M a il
U s in g Ch ro me
Ya h o o ! M a il U s in g Ch
W erob me
kit
w e b ma il
14 re a d
In d ia n a p o lis
In d ia n a
2013-05-15T 22:33:00
xxxxxxxx@ a tt.n e t
Ya h o o ! M a il
U s in g Ch ro me
Ya h o o ! M a il U s in g Ch
W erob me
kit
w e b ma il
20 re a d
2013-05-15T 22:49:00
xxxxx@ s b c g lo b a l.n e t
Ya h o o ! M a il
U s in g Fire fo x
Ya h o o ! M a il U s in g Fire
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w e b ma il
20 re a d
•
•
U s in g Ch ro me
e ndly_ nam e
6 s kimme d
Sample excerpt of report export: ArtsFest 2013
Actual email addresses would be visible. Hidden for illustration as xxx
leverage email and CRM to cultivate IU customer experience and engagement
June 4, 2013
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Analytics
Google Analytics with inbound/campaign tracking
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June 4, 2013
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93
Analytics
NextAnalytics aggregator
•
See IU Communications analytics packages and conference presentation “Your Website as Platform: The Secrets
to Getting Found on the Web”, Bob Molnar & Amber Page
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Tools Integration
Creating integrated campaigns with email and…..
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The right tool for the right job
What Counts email
• Simple, “push” emails
• Custom lists
• Simple to setup, learn
• Quick e-reports
• Integrated Social
• “Heatmaps” for click-thru’s
Talisma CRM
• Authoritative datasets: Admissions,
Students, Alumni, Faculty, Staff
• 360 view of contact
• Campaign, or multi-step marketing channel,
“drip marketing”, “pull marketing”
• Integrated: interactions, contact, campaigns
• Future: advanced e-analytics; social CRM
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Email & web
• WCMS co-publishing
• Google (inbound) analytics
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Email & DAMs
• Store and share digital
assets for all media
project
• Select and link images
from library for emails
• Consistent look-n-feel
across digital
messaging
• Author:
• Upload images
• Resizing
• linking
leverage email and CRM to cultivate IU customer experience and engagement
June 4, 2013
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Email & social media
• What Counts with integrated social
– Email and social co-publishing
– Social only posting
– Social media bar
• Link to IU social
• Script, shares
• Social CRM (Talisma)- coming soon
leverage email and CRM to cultivate IU customer experience and engagement
June 4, 2013
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Email & social media
•
•
•
•
•
•
Facebook Insights
…and many more…
Go.IU for link shortener
Hootsuite for Twitter management
Twitonomy & TwitterCounter for Twitter analytics
Statigr.am for Instagram analytics
Contact:
Thom Atkinson
IU social media directory
Social Media Strategist
IU Communications
tgatkins@indiana.edu
leverage email and CRM to cultivate IU customer experience and engagement
June 4, 2013
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Tools Integration
Where we’re going..
Tools and practices to support Lifetime Engagement thru
best-in-class communications & customer experience
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Integrate your marketing
EMAIL
volume reach
PRINT
SOCIAL
brand impact
engage
PR
more info
news
WEB
info, capture
…and many more…
• advertising
• events
• press
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“Borrow” from non-profit
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Where we’re going
e-tools
• APIs
• Litmus integration
• Integrated campaign design & analytics
– email, social, web, PR
• IU Branding email templates - free HTML!
• IU Email Editor
– (IU templates + custom options for non-technical editors)
• CRM expansion and improvements
• Responsive email designs
– Media Queries/webkit, fluid media, fluid grids
leverage email and CRM to cultivate IU customer experience and engagement
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Where we’re going
New approaches to email design
• A/B Testing
• “Our visitors are leaking”...CTA specific landing pages
• Content management “Nobody clicks our email links”
–
–
–
–
Leverage reporting/analytics
Emails are too long
Too many or unclear CTA
Audience interests & segmentation
Tip: for the next email or newsletter, try A/B testing for “teaser/short” design
with special landing pages vs. long-form email content…use data to inform
design
Source: 10 Solutions to fix your busted marketing campaign unbounce. com
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Where we’re going
Talisma: Admissions, Students, PAVERS, Internals; Alumni(feed)
Blackbaud: Alumni, Donors
Talisma CRM
•
•
•
•
New demonstration/playground environment (July, 2013)
Training, regularly scheduled (Summer, 2013)
Onboarding & CRM Readiness Assessment
University CRM & ROE policy rollout (Summer, 2013?)
• Data extensions
– More adopters, more shared data
– Extending authoritative datasets (Employees, Students)
• Features
– Aspire & iServices: form builders
– Full subscription/series opt in/out
– Non-paid events management
• Development Roadmap:
– Social CRM (in development)
– Web & Mobile (requirements gathering)
– Improving email analytics
leverage email and CRM to cultivate IU customer experience and engagement
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Email and CRM real-world examples and lessons-learned
DISCUSSION
leverage email and CRM to cultivate IU customer experience and engagement
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Case Study: ____ Email
• Samples?
• What would you do differently?
– Push vs. pull campaigns?
– Maintenance vs. growth?
• How are we spending (time, resources)?
– Push, maintenance
– Pull, growth
• Does your campaign build on progressive, multi-media and
communication channels? Does it fit the desired Audience?
• Examples-integrated campaigns:
– IU Communications “Work”
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WCMS + Email
• http://inside.iu.edu/
• Email
• Audience:
– All IU faculty/staff
• Tracking
– Email opens, click thru’s
– Unsubscribes
– Web visits
Discussion: what would
you do to improve? Can
you take some ideas
from this pub for your
own newsletters?
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Multi-media campaign
• Website: http://artsfest.indiana.edu/
• Email with social media
• IU Communications case study:
http://communications.iu.edu/work/case-studies/summer-festival-arts.shtml
–
Includes print, public relations, and advertising
Discussion: what would you include in
campaign planning? How do you plan to
use email with social media in future?
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Email, WCMS, Social
• http://music.indiana.edu/index
.shtml
• Audience:
–
–
–
–
Subscription email
School
Performances
Social media friends & followers
• Ideas:
– “crowd-sourcing” cultural events
– Integrated social media
See: “Look Who’s Talking: How your IU colleagues are effectively using social media”
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E-campaign planning checklist
1. Establish campaign goals [milestones, ROI]
-Story to tell? What makes us unique?
2. Who are your internal resources (skills, time
commitment- your team, LE, IU Comm)?
3. Identify tools to use [social media, wcms, email, crm
with WOM, print, event]
4. What customer data do you have? Past campaign
results/data? What data do you want to start
collecting? [CRM, analytics]
5. Brainstorm CTA’s
Only then….design & deliver
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Email Tips
What can we be doing….
 Segment audience
 Scheduling
 IU Communications calendar
 Competing university (or other) messages
 Consider audience and message for day, time
 Cut down on content, concise





Work with editors/copywriters, CTAs
Monitor click-thrus….what content gets most engagement?
Linked landing pages for more content
Consider A/B testing
Subject lines: less than 35 characters
 Subscriptions: offer opt-in and opt-out
 Most IU tools/policy will not support “purchased lists”
 CAN SPAM compliance
 Social media links: make retweets/re-posts easier
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Email Tips
What can we be doing….
 Get real data points for design decisions
 Google (inbound) analytics, CRM & Litmus
 Understand who, when & how your emails are being opened or read
 Design options
 Higher contrast: phones, tablets-energy saving dims; screen-glare
 IU branding: brand, “What matters. Where it matters.”
 Design links with touch-screen in mind -min 44px CTA/button and spaced
out
 Mobile 180 or 320 pixels wide; Tablets 500 pixels wide
 Performance & context
 3G & 4G…but keep images small
 “go anywhere”, “read anywhere” (bus, bed, airport, email scanning)
 If email is scanned/opened on mobile, it does NOT get reopened on
desktop
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Best-in-breed
(for review of downloaded conference presentations)
Responsive email design
YouTube video-media queries presentation (60min+)
2012 “Obama for America”
presidential election email strategy & measurements- YouTube video, Toby
Fallsgraff, Email Director (60min+, Email Insider Summit, conference presentation)
The 6 Disciplines Behind Consistently Great Customer
Experiences
Fast Company, Aug 28, 2012
IU Communications
case studies & campaigns, branding, resources, capabilities
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Q & A? What mini-steps can we be taking to improve customer
experience, using CRM & email to improve engagement with our clients?
WRAP-UP
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Lifetime Engagement
WIN
:
WIN
Customer
IU
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Customer Experience Checklist
Customer Experience
IU Lifetime Engagement/ IU Communications
best practices
Tools for success
Strategy
Customer understanding
 Marketing plans, health-checks
 CRM, market research, relationshipbuilding
 IU Communications: Branding,
Templates, Editorial
 Analytics: Email, CRM, Google, Next,
web visits, email CTRs, conversion
rates, ROI
 IU Policy, data, engagement, brand &
shared best practice, CAN-SPAM
 “learning organization”, customer 1st
Design
Measurement
Governance
Culture
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Take-away’s
• Leverage CRM & email to support CE
• Customer experience #1
– Crowd-sourcing & “outside-in”
• Design for mobile 1st
– but have to make it easier for customers to act
…find info, click-thru, request info, learn more, stay engaged
• Integrate e-marketing, improve cross-pollination
– Social, web, email, e-news releases…even conference bios, sigs et al
• “Master framework” of IU tools for e-communications
• Build and improve your internal team: innovate
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Q&A
Questions….
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LE Service Center Resources
•
•
•
•
•
•
•
Talisma CRM
– Visit Talisma CRM wiki
– Contact crmsc@iu.edu
What Counts info
– Contact crmsc@iu.edu
IU Tools
– (email, CRM, analytics, DAMs, WCMS)
– visit IU Communications or LE-SC wiki
General Inquiries
– [ crmsc@iu.edu ]
Request email distribution or list approvals- online ordering
Get free resources, policy summaries & best practice
Suggestions/Questions: kgerdink@iu.edu
Kathleen L Gerdink
Manager, Lifetime Engagement Service Center
Informational & Emerging Technologies (IET)
Indiana University Communications
Office: 812.856.4938
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LE-SC Support of IU Goals
 IU Learning organization
 Customer-centric
 Growth and retention thru great customer
experience
 Leveraging BIG DATA for decision-support (analytics
& CRM)
 Improving engagement thru e-marketing with
content & event-based marketing and CRM
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LE Service Center Services
E-Marketing
CRM
Fast Track Email
best practices
constituent engagement
production




 constituency growth &
retention
 campaign workflows
 tracking interactions
 managing engagement
 demographics & metadata
 Business intelligence
 segmenting audience
 Drip/Nurture marketing
 Event management/trigger
marketing












optimize reach/audience
client preferences
policy (data, email)
Strategic campaign
development
interactive design
Integrated email, web,
social
branding
Mobile/responsive
email distributions
lists & approvals
quick-turn
urgent communications
simple reporting
KISS
low-cost, efficient
"tip of the spear"
Lifecycle of Lifetime Engagement Marketing: LE- Service Center will attempt to support university
clients in leveraging and building CRM strategies, using communications standards, and a
fundamental understanding of marketing lifecycles to harness the power of I.T. to improve ROI.
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Leverage Email & CRM
to Cultivate IU Customer Experience & Engagement
Is your email strategy customer-centric? Do your e-communications have an
integrated content-management strategy to reach and engage your customers?
June 4, 2013
Kathleen L Gerdink
Lifetime Engagement Service Center
June 4, 2013
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