leverage email & crm to cultivate iu customer experience & engagement

June 4, 2013 1Twitter Hashtag: #iucmc13

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, 2013Kathleen L Gerdink

Lifetime Engagement Service Center

June 4, 2013 2Twitter Hashtag: #iucmc13Twitter Hashtag: #iucmc13

leverage email and CRM to cultivate IU customer experience and engagement

LIFETIME ENGAGEMENT SERVICE CENTER

A partnership of IU Communications and University Information Technology Services (UITS) to serve university users of CRM and e-marketing.




• Support clients• CRM adoptions• Integrated e-marketing • Best practices & university policy• Constituency lists, data

[email protected]



OBJECTIVESBuilding on 2011 and this year’s 2013 conference, best-in-class



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”



Marketing Conference 2013

Advancing our Brand…• Student degree completions• IU Online• Student experience• Analytics• Social media• Media relations• Mobile



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

crm

email

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=pIpnh-IFR11nVM&tbnid=L58bc_IzMC738M:&ved=0CAUQjRw&url=http://www.gsproducts.co.uk/store/index.php?main_page=index&cPath=28_174&ei=zvSpUZDyG8a3ywHpgIHYAw&bvm=bv.47244034,d.aWc&psig=AFQjCNFx1HQv5poNeo4CU4t9fzti9HhBNQ&ust=1370179117366003



DEFINITIONSEstablish baselines and vocabulary for common understanding



definitions• CRM

– 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.

• “Customer”– 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– It is about sharing information, rather than pitching products. Great content engages customers at every stage of lifecycle

• Event-driven marketing– evolving to mean knowing about behavior, past and present, and applying that knowledge in a way that influences customers.

• Drip or nurture marketing– 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– 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.



THE PAST IS PROLOGUE

Being a “learning organization” means learning from the past, but moving forward



Changing marketing models

<Relationships> <Applications > <Data> <BI> <Customer-actions>


Email replacing print for $$, volume

E-marketing



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 & e-commerce



Growth of Email Marketing

1980s: early days of email

1990’s: Hotmail, e-commerce

2000’s: mobile



Email use

@Work- Average time/day in tools, Email

Source: Osterman Research, http://www.ostermanresearch.com/freeresearch/rsch_0180.pdf

B2C- Online offers consumers expect from brands via email

http://www.ostermanresearch.com/freeresearch/rsch_0180.pdf





Growth of Mobile

See: Nielsen, “The mobile consumer: a global snapshot, February 2013”



Email clients & opens

Source: litmus.com, 2012-13 email opens & clients



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


Advancements in technology….challenges to big data, decision-support

CRM



Evolution of CRM

http://prezi.com/iwy9xdtkjtxc/history-of-crm/?auth_key=ab92e192454fe4c7e1337ac6e955bc30d3e3871c&kw=view-iwy9xdtkjtxc&rc=ref-20879571





Evolution of CRM: higher-ed

• Mature SIS• Growth in Alumni

and Advancement • Discussing

“Customers for Life” since 2004

• Extending to entire university & customer lifecycle




• 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, non-

traditional admits– Recognition & practices to support the

“university is a business”

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

success stories/CRM plans



THE FUTURE

Being a “learning organization” means learning from the past, but moving forward



Summary of trends

• 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


Where the $$ are being spent

Marketing Budgets



Marketing investment trends

Source: http://marketingland.com/studies-as-mobile-email-usage-soars-marketers-budget-more-for-email-mobile-and-social-28745

• Mobile opens increased by 300% since 2010

• StrongMail Survey, 2013 spending projections– 89% - 2013 marketing $$ - no

change– 56% to grow email marketing

budget,

http://marketingland.com/studies-as-mobile-email-usage-soars-marketers-budget-more-for-email-mobile-and-social-28745







organizations intent to increase spending in….







…to integrate email with….




Email ≠ RIP

Growth in email marketing



E-communications use

• 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

messaging

http://www.radicati.com/wp/wp-content/uploads/2012/04/Email-Statistics-Report-2012-2016-Executive-Summary.pdf





E-communications usemobile

• 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.


Where are we going with e-marketing?

E-Marketing Trends



Marketing Trends: Future

Improvements to content management

Event-based marketing- key 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

KSI’s

Challenges



Know your customers & campaign results

• See also: 4 Barriers Stand Between You and Big Data Insight

• IU: Business Intelligence at Indiana University, Lifetime Communication – Constituent Relationship Management (CRM)

• 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

http://www.cio.com/article/731503/4_Barriers_Stand_Between_You_and_Big_Data_Insight?page=1&taxonomyId=3000



http://www.iu.edu/~iubi/

https://uisapp2.iu.edu/confluence-prd/pages/viewpage.action?pageId=77725770

https://uisapp2.iu.edu/confluence-prd/pages/viewpage.action?pageId=77725770



BIG DATA

• Predictive modeling• Data & trend analysis• A methodology to use

data to inform decision-making

• 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

http://www.cio.com/white-paper/733911/American_CIOs_Shift_Focus_from_Cost_Cutting_to_Value_Creation

http://www.cio.com/white-paper/733911/American_CIOs_Shift_Focus_from_Cost_Cutting_to_Value_Creation



Push vs. Pull Marketing

• Email• CRM• Social Media• Website



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


The 6 Disciplines Behind Consistently Great Customer Experiences

• “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.”

Fastcompany.comAug 28, 2012 1. Strategy2. Customer understanding3. Design4. Measurement5. Governance6. Culture

http://www.fastcompany.com/3000798/6-disciplines-behind-consistently-great-customer-experiences



Customer Experience

• 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

integrating social and email



Customer Experience

WIIFM

RTTV

what’s in it for me

relevant, timely, targeted & valuable

integrating social and email



Customer experience

1. Monitor social media2. (virtual) suggestion

box-internals3. Feedback mechanisms4. Analytics5. CRM



Customer Experience & CRM

http://www.genesyslab.com/blogs/authors/mark-stanley/2013/crm-and-customer-experience.aspx

CRM ≠ Customer ExperienceCRM = “inside-out” Customer Experience = “outside-in”

CRM provides customer intelligenceWhat you DO with the data can lead to GREAT customer experience






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



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



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”



IU COMMUNICATION TOOLS

An investment in best-in-class and university solutions to increase engagement and improve customer experience to support future trends



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

http://brand.iu.edu/



http://communications.iu.edu/

http://communications.iu.edu/



E-campaigns IU tools to support

1. Marketing plans, IU Comm Client Services, marcomm staff

2. CRM, analytics, LE-SC3. IU Communications, marcomm staff, all

print services & e-tools4. IU Communications Editorial5. Marcomm staff (how to define ROI)

6. WCMS, social, email, PR

7. Litmus, Marcomm staff8. Marcomm staff9. CRM, What Counts, WCMS, Social,

mobile, Vocus10. Analytics: What Counts, CRM, Google

Analytics, Litmus, NextAnalytics, Social

● CRM value-add


Constituent Relationship Management

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

Why CRM?



Delivering ROI with CRM



CRM/Lifetime EngagementCradle to Endowment

1. Institutional “rolodex”2. Knowledge management- track significant events3. Preferences4. Breaking down “silos”5. CRM is not a “product”, but a lifestyle



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



Managing & engaging constituencies

Contact type/Role Definition Used byUndergraduate Admissions candidates Traditional (<18) and non-traditional undergraduate admissions

candidates, sourced from various sources (summer workshop attendee, college fair attendee, campus visit, webform, high-school guidance/grads, purchased lists, IvyTech student, etc). Suspect, Prospect, Applicant, Failed admission, Enrolled, Admitted/deferred, Admitted/refused, etc.

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).


Previous Students Previous students of IU: failed, transferred. Candidates for re-admission, staff.


Graduate Admissions candidates Admissions candidates by school, sourced from various sources (current undergrads- IU, current undergrads- other school, webform/inquiry, masters students, etc).

Graduate admissions by School

Enrolled Students Current students of IU. University, Campus, SchoolStaff Current staff of IU (paid, unpaid, FT/PT, interns, student-

workers), retirees, former staff.University, Campus, School; recruitment, retention, administration

Faculty Current faculty of IU (inc. adjunct), retirees, former faculty. University, Campus, School; recruitment, retention, administration

Alumni All previous graduates of IU, active/inactive membership. IUF, IUAA, University, SchoolDonors Any previous or current donor to IU, and candidates projected for

future donations. Personal, corporate, foundations, estates.IUF, Schools

External constituencies Any contact an organization needs to track for external 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.

ALL

Legislative Federal, State, County, District, City, Town, etc legislative and leadership officials (legislators, mayors, major non-profit efficacy groups etc).

ALL (primarily PAGR, IUF, School, events)

* Groupings or use can also cross-over all or any of above. A single "person" can be in many roles, or constituency groups simultaneously.

Constituency Groups



Talisma CRM BasicsInteraction management &

Contact Management

• Email message scripts

• Histories• Track a request

& progress• Categorize the

interaction• Calendar,

assignments



Talisma CRM BasicsPhone

*no ACD/Automatic Call Distribution at IU (yet)

• Call scripts• Call tracking• Telemarketing

programs• Identify targets

via past analytics



Talisma CRM BasicsWorkspaces: Leads

• Design portals & dashboards

• Team or user-specific

• Quick-view to primary leads

• Use with interactions, phone



Talisma CRM Basics“Related” Workspaces & functions

Team portals- link most frequent dashboards and processes

Configure most frequently needed fields for quick snapshot



Talisma CRM BasicsiServices: Aspire/Form-builder

• “New contact” forms• Event registrations• Subscriptions• Requests, inquiries• Creates new Contact/Lead

in CRM



Campaign Development & CRM

• Events/conference e-vite & management

• Email newsletters• Decision-tree• Capture recipient actions (if

email)



Campaigns & triggersCRM event/trigger based marketing



Social CRM

• Talisma Social CRM.pdf– Social connectors– Social monitoring– Social conversations– Social campaigns

Coming soon

“ 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

http://www.talisma.com/hi-in/news_insights/documents/social_crm.pdf

http://www.destinationcrm.com/Articles/Editorial/Magazine-Features/Making-the-Grade-54966.aspx



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)



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…)


What Counts & Litmus

Email Distributions



Email Marketing

CRM, contact & list management

Professional & responsive email design (mobile)

Personalized email

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

EMAIL MARKETING



IU Email Templates

Hoosier Traditional Unity

http://brand.iu.edu




IU Email Templates

Newsletter templates (coming soon)

Big Red Spirit of IU



IU email editor

http://www.iu.edu/~crmsc/ck_email/

Advanced WYSIWYG for content sections (future: client custom templates)

Social media picker and standard IU footer





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



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



What Counts Upgrade

• A/B Split Testing in lieu of HiPPO’s

• WYSIWYG Improvements• Publishing enhancements• UI improvements • Social Media Integration• List improvements

Contact [email protected] 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

mailto:[email protected]



What Counts UpgradeUI upgrades & campaign options



What Counts UpgradeIntegrated 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• Social network name• # Views & reach-rate • # Shares & share-rate• # Social clicks & rate• Click-to-view rate• # Views/Posts



What Counts UpgradeA/B split testing



Litmus

• 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

litmus.com



Litmuslitmus.com


LE Service Center support for e-distributions, audience selection, constituency management

Email & list services



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



Order/request online at http://communications.iu.edu/resources/distribution-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

Order e-distribution online

http://communications.iu.edu/resources/distribution-request/





• Custom lists• CIP lists• Staff, Faculty, Students• Alumni

• Make requests• Data stewards and

campus leadership approvals

List requests & approvals



• Onestart calendars • Updated for all

“broadcast” emails & communications activities

IU events calendars



• Track jobs• Histories & accountability• Footprints & 10,000 ft systems

Job management, histories



http://communications.iu.edu/tools/distribution-request/

Lifetime Engagement Service Center: Email Design & Distribution ServicesOptimize cl ient's staff time by leveraging established practices, templates & production efficiences through IU Communications

Format Plain text, cl ient-provided HTML or Simple IU Branding Bar HTML IU Template with single image

HTML IU Template with Client Brand & single image HTML & CKEditor Templates

( N/A ) Example Example Example

Perfect for Quick or one-time announcementsSingle-send constituency maintenance

messagingSingle-send constituency maintenance

messaging Web designers

Revisions & Testing Client file- 1 revision, 1-2 test sends,simple vali dation

IU Template with 1 revision, 1 test send, simple val idation

IU Template with 1 revision, 1 test send, s imple val idation

templates & training only

Reporting Sent, opens, bounces Sent, opens, bounces, simple click-thru's Sent, opens, bounces, simple cl ick-thru's Intro to reporting tools' use

Branding simple Campus & IU Cl ient, Campus & IU School/Organization, Campus & IU

No Charge $149 $149 $499*

Engagement efficacy: the power to produce a n a ffect

*below are being offered for client convenience and are not intended to replace strategic planning and design activities in the development of custom e-communications campaigns (projects). When applicable, the Service Center can refer client to IU Communications for custom editorial, marketing and design services

Inclusivesimple-send

Introductorytemplate with image

Templatetools only

Clienttemplate with image

• 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)

Fixed price e-templates



https://www.indiana.edu/~forms/iucomm/machform/view.php?id=49062&mf_page=1


(analytics vs. metrics vs data)Using the tools for measurement & reporting, informing

decisions & establishing ROI

E-analytics



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)

• 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

Knowledge Management Data Information Knowledge

Marcomm defines what to measure identify results desired apply context, experience react, decision-making



AnalyticsTalisma CRM

Result Pane

Available Folders and Reports

Excel Tool bars

Talisma toolbar



AnalyticsWhat Counts email

See “Basics of email metrics” on LE-SC wiki

https://uisapp2.iu.edu/confluence-prd/display/CRMSC/The+Basics+of+Email+Metrics



AnalyticsWhat Counts integrated social



AnalyticsLitmus email



AnalyticsLitmus email

created_at email_address mail_client mail_client_specific

mail_client_friendly_name

rendering_ engine

platform read_ seconds

read_category city region

2013-05-15T17:16:00 [email protected] Yahoo! Mail Using Chrome Yahoo! Mail Using ChromeWebkit webmail 20 read Huntersville North Carolina2013-05-16T19:07:00 [email protected] Yahoo! Mail ClassicUsing Firefox Yahoo! Mail Classic Using FirefoxFirefox webmail 20 read Bloomington Indiana2013-05-15T23:35:00 [email protected] AOL Mail Using Explorer AOL Mail Using ExplorerExplorer webmail 12 read Carmel Indiana2013-05-16T11:35:00 [email protected] AOL Mail Using Explorer AOL Mail Using ExplorerExplorer webmail 6 skimmed Indianapolis Indiana2013-05-16T13:10:00 [email protected] AOL Mail Using Explorer AOL Mail Using ExplorerExplorer webmail 16 read Bloomington Indiana2013-05-25T01:06:00 [email protected] AOL Mail Using Explorer AOL Mail Using ExplorerExplorer webmail 20 read Carmel Indiana2013-05-16T11:52:00 [email protected] Yahoo! Mail ClassicUsing Explorer Yahoo! Mail Classic Using ExplorerExplorer webmail 20 read2013-05-16T10:46:00 [email protected] Yahoo! Mail ClassicUsing Explorer Yahoo! Mail Classic Using ExplorerExplorer webmail 20 read Indianapolis Indiana2013-05-15T17:37:00 [email protected] Yahoo! Mail Using Firefox Yahoo! Mail Using FirefoxFirefox webmail 20 read Indianapolis Indiana2013-05-17T01:36:00 [email protected] Yahoo! Mail Using Safari Yahoo! Mail Using SafariWebkit webmail 20 read Noblesville Indiana2013-05-15T20:41:00 [email protected] Yahoo! Mail Using Firefox Yahoo! Mail Using FirefoxFirefox webmail 20 read2013-05-18T02:43:00 [email protected] Yahoo! Mail Using Safari Yahoo! Mail Using SafariWebkit webmail 20 read Noblesville Indiana2013-05-15T19:32:00 [email protected] Yahoo! Mail Using Explorer Yahoo! Mail Using ExplorerExplorer webmail 10 read Baltimore Maryland2013-05-15T17:04:00 [email protected] Yahoo! Mail Using Explorer Yahoo! Mail Using ExplorerExplorer webmail 0 glanced/deleted Grand Rapids Michigan2013-05-15T18:31:00 [email protected] Yahoo! Mail Using Explorer Yahoo! Mail Using ExplorerExplorer webmail 2 skimmed Louisville Kentucky2013-05-16T15:24:00 [email protected] Yahoo! Mail Using Explorer Yahoo! Mail Using ExplorerExplorer webmail 20 read Carmel Indiana2013-05-15T17:59:00 [email protected] Yahoo! Mail Using Chrome Yahoo! Mail Using ChromeWebkit webmail 14 read Indianapolis Indiana2013-05-15T22:33:00 [email protected] Yahoo! Mail Using Chrome Yahoo! Mail Using ChromeWebkit webmail 20 read2013-05-15T22:49:00 [email protected] Yahoo! Mail Using Firefox Yahoo! Mail Using FirefoxFirefox webmail 20 read

• Sample excerpt of report export: ArtsFest 2013• Actual email addresses would be visible. Hidden for illustration as xxx



AnalyticsGoogle Analytics with inbound/campaign tracking



AnalyticsNextAnalytics 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


Creating integrated campaigns with email and…..

Tools Integration



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

The right tool for the right job

http://broadcaster.iu.edu/bin/login

http://broadcaster.iu.edu/bin/login



Email & web

• WCMS co-publishing• Google (inbound) analytics



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



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



Email & social media

• Facebook Insights• Go.IU for link shortener• Hootsuite for Twitter management• Twitonomy & TwitterCounter for Twitter analytics• Statigr.am for Instagram analytics• IU social media directory

Contact: Thom AtkinsonSocial Media StrategistIU [email protected]

…and many more…

http://www.iu.edu/connect/




Where we’re going..

Tools and practices to support Lifetime Engagement thru best-in-class communications & customer experience

Tools Integration



Integrate your marketing

PR

SOCIAL

EMAIL

WEB

PRINT

…and many more…• advertising• events• press

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subscription opt-in

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le sh

are,

Like

brand impact

volume reach

engage

news info, capture



“Borrow” from non-profit



Where we’re going

• 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

e-tools



Where we’re going

• 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

New approaches to email design



Where we’re going

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

Talisma: Admissions, Students, PAVERS, Internals; Alumni(feed)Blackbaud: Alumni, Donors



DISCUSSIONEmail and CRM real-world examples and lessons-learned



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”

http://communications.iu.edu/work/index.shtml



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?

http://inside.iu.edu/





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?

http://artsfest.indiana.edu/



http://www.iu.edu/~crmsc/emails/iu/iu-communications/113-days-of-art-2013/weekly-emails/2013-05-22/index.shtml

http://communications.iu.edu/work/case-studies/summer-festival-arts.shtml

http://communications.iu.edu/work/case-studies/summer-festival-arts.shtml



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”

http://music.indiana.edu/index.shtml

http://music.indiana.edu/index.shtml



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



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



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



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

http://stylecampaign.com/blog/2013/03/responsive-email-design-red/%20or%20http:/www.youtube.com/watch?feature=player_embedded&v=T6GajEVabP4#!

http://www.youtube.com/watch?v=ux3g42MdyFg




http://communications.iu.edu/work/index.shtml



WRAP-UP

Q & A? What mini-steps can we be taking to improve customer experience, using CRM & email to improve engagement with our clients?



Lifetime Engagement

WIN : WINCustomer IU



Customer Experience ChecklistCustomer Experience IU Lifetime Engagement/ IU Communications

best practices Tools for success

StrategyCustomer understanding

Design

Measurement

Governance

Culture

Marketing plans, health-checks CRM, market research, relationship-

building 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

http://www.business.ftc.gov/sites/default/files/pdf/bus61-can-spam-act-compliance-guide-business.pdf



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


Questions….

Q & A



LE Service Center Resources

• Talisma CRM– Visit Talisma CRM wiki– Contact [email protected]

• What Counts info– Contact [email protected]

• IU Tools – (email, CRM, analytics, DAMs, WCMS)– visit IU Communications or LE-SC wiki

• General Inquiries– [ [email protected] ]

• Request email distribution or list approvals- online ordering • Get free resources, policy summaries & best practice • Suggestions/Questions: [email protected]

Kathleen L GerdinkManager, Lifetime Engagement Service CenterInformational & Emerging Technologies (IET)Indiana University Communications Office: 812.856.4938

https://uisapp2.iu.edu/confluence-prd/display/CRMSC/Talisma+CRM


http://communications.iu.edu/index.shtml

https://uisapp2.iu.edu/confluence-prd/display/CRMSC/IU+Communications+Tools



https://uisapp2.iu.edu/confluence-prd/display/CRMSC/Home






LE-SC Support of IU Goals

IU Learning organizationCustomer-centricGrowth 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



LE Service Center ServicesE-Marketing CRM Fast Track Email

best practices constituent engagement production optimize reach/audience client preferences policy (data, email) Strategic campaign

development interactive design Integrated email, web,

social branding Mobile/responsive

constituency growth & retention

campaign workflows tracking interactions managing engagement demographics & metadata Business intelligence segmenting audience Drip/Nurture marketing Event management/trigger

marketing

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.


Is your email strategy customer-centric? Do your e-communications have an integrated content-management strategy to reach and engage your customers?

June 4, 2013Kathleen L Gerdink


Leverage Email & CRM to Cultivate IU Customer Experience & Engagement

leverage email & crm to cultivate iu customer experience & engagement

Documents

iu goals

play iu

iucmc13leverage email

marketing efficiency

classtwitter hashtag

university users of

estrategy customercentric

iucmc134marketing conference