building earned audiences in retail with email, twitter and facebook
Post on 18-Sep-2014
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DESCRIPTION
Presentation deck for eTail in Toronto. We break down the different strategies to reach and capture consumers in the email, mobile, Twitter and Facebook space.TRANSCRIPT
@JKROHRS@EXACTTARGET
@JKROHRS
@JKROHRS@EXACTTARGET
@JKROHRS
Slide via JESS3
Example: xChannel by the Numbers
Meet Stacie
• 29 years old
• Married
• Elementary School Teacher
• Runs 4-5 times a week; likes to race against friends
• Long-time Nike customer and Facebook Fan but not a current subscriber
• Local Store: Niketown New York, E 57th St
Purchase & Initiate
Stacie bought the NIKE AIR MAX+ 2013 because her
previous pair of Air Max shoes wore out.
She types in the URL for the the landing page and is redirected to the Make It Count landing
page on YouTube.
Type this into your web browser:
Learn How You Can Make It Count
www.youtube.com/nike
When her shipment arrives she notices that the packing
materials contain a post card publicizing the Nike Make It Count Desktop Experience
CaptureStacie follows Nike , joins the #MakeItCount initiative on Twitter, and selects the option to become a Nike member on Nike.com, opting
into promotional messages.
Cross Sell
Since Stacie joined the Make It Count initiative, so we drop her into the Nike+/Fuelband area of
the site.
Stacie uses guided selling tools to look for other running gear for running in NYC with her friends, and it recommends the Nike Fuel Band and other related
gear
Running gear
She browses the items…
Even adding the Nike Fuel Band to her cart…
But decides not to purchase.
Prompt
The iGoDigital CustomerIntelligence Enginenotices she has not purchased the Fuel Band
…and triggers an abandoned cart message for the Nike Fuel Band based on Stacie’s web
behavior, with a promo code to incent purchase.
Promo Code Below:
SuccessStacie stops by her local Niketown and buys the Nike Fuel Band with her promo code. She requests an eReceipt.
The eReceipt contains a bounce back offer with upsell opportunities
eReceipt$149.00
Have you seen these?
7 days after her FuelBand purchase, Stacie receives an automated rating/review email.
Engage
Review your Recent FuelBand purchase.Triggered Send
+7 days
Log your runs on Nike+
She is also invited to join Nike+
Triggered
Send+14 days
She adds her mobile number to her profile so she can receive mobile alerts about local Nike running events
.Stacie Johnson’s Profile
1-503-509-6995
A Relationship
Group Runs 3/5,3/7, & 3/9
Or an email about an upcoming event Stacie can request information and
receive an SMS alert about an upcoming local event…
Inspired Marketing
Stacie
Type this into your web browser:
Learn How You Can Make It Count
www.youtube.com/nike
