omni-channel talent application
TRANSCRIPT
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@jonathanbwilson
Omni-Channel Talent Application
Presented by: Jonathan Wilson
@Jonathanbwilson
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@jonathanbwilson
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@jonathanbwilson
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@jonathanbwilson
Why DoesOmni-channel
Matter?
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@jonathanbwilson
Who Makes More $:Specialists or Generalists?
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@jonathanbwilson
+42% more $
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@jonathanbwilson
Generalist>
Specialists
https://www.roberthalf.com/sites/default/files/Media_Root/images/tcg-pdfs/2017_salary_guide_thecreativegroup.pdf
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@jonathanbwilson
Omni-channel is Good for Business
http://www.idc.com/getdoc.jsp?containerId=252327
31% Higher LTV
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@jonathanbwilson
What is Omni-Channel?
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@jonathanbwilson
Omni-Channel
OMNI = All
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@jonathanbwilson
Omni-Channel
Channel =
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@jonathanbwilson
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@jonathanbwilson
InfiniteOmni-channel
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@jonathanbwilson
InfiniteOmni-channel
Finite Time, $, Resources
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@jonathanbwilson
True Omni-Channel is a Myth
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@jonathanbwilson
Our Goal: Build a prioritized, scalable framework for managing your omni-channel marketing program.
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@jonathanbwilson
3 Steps Framework
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@jonathanbwilson
Step 1: Know Your Customer
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@jonathanbwilson
Use Data
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@jonathanbwilson
Audience Customer 1 Customer 2AgeGenderIncomeBirthJobPlatform
Starting Point: 2 Orders Came In
Data Needed !!•Public•Paid•Proprietary
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@jonathanbwilson
Public: Think With Google
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
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@jonathanbwilson
Public: Determine Site Appropriateness
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@jonathanbwilson
Drill Down to Decide!
http://sproutsocial.com/insights/new-social-media-demographics/
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@jonathanbwilson
Audience Visitor 1 Visitor 2BornGenderIncomeBirthJobChannel Social (Facebook, LinkedIn), Search
(Google, Bing, Yahoo), Paid, Referral (HG.org, Findlaw.com), Email (Eloqua),
Direct
Social (Facebook, LinkedIn), Search (Google, Bing, Yahoo), Paid, Referral
(HG.org, Findlaw.com), Email (Eloqua), Direct
Public Outcome: Channel Appropriateness
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@jonathanbwilson
Paid: Social Data
http://keyhole.co/blog/the-top-25-social-media-monitoring-tools/
• Structured•Unstructured
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@jonathanbwilson
Paid: Demographic Data
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@jonathanbwilson
Audience Buyer 1 Buyer 2Born 65+ 65+Gender Male MaleIncome $250k+ $250k+Birth UK UKJob Retired RetiredChannel Social (Facebook, LinkedIn), Search
(Google, Bing, Yahoo), Paid, Referral (HG.org, Findlaw.com), Email (Eloqua),
Direct
Social (Facebook, LinkedIn), Search (Google, Bing, Yahoo), Paid, Referral
(HG.org, Findlaw.com), Email (Eloqua), Direct
Paid Results: In-Channel Affinity Groups!
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@jonathanbwilson
Proprietary: Audience Behavioral Data
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@jonathanbwilson
Proprietary: Add Personal Information
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@jonathanbwilson
Audience Prince William Ozzy OsbourneBorn 1948 1948Gender Male MaleIncome $250k+ $250k+Birth UK UKJob Retired RetiredChannel Social (Facebook, LinkedIn), Search
(Google, Bing, Yahoo), Paid, Referral (HG.org, Findlaw.com), Email (Eloqua),
Direct
Social (Facebook, LinkedIn), Search (Google, Bing, Yahoo), Paid, Referral (HG.org, Findlaw.com), Email (Eloqua), Direct
Motivator Prestige Dank Memes
3P Results: Real Human Understanding
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@jonathanbwilson
Step 2: Channel Prioritization
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@jonathanbwilson
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@jonathanbwilson
Start with an Omni-Channel List
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@jonathanbwilson
Channel Agnostic:Use Customer
Data to Eliminate Irrelevant Channels
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@jonathanbwilson
Apply Same Methodology to
Prioritize Channels.
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@jonathanbwilson
Result: Data Driven, Weighted
Channel Prioritization
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@jonathanbwilson
Prioritization for a 40 hour workweek
Scenario Percentage 1 FTEAssumption 40 hours / week
Radio 1% 0.4
Youtube 14% 5.6SEM 18% 7.2SEO 10% 4
Cust Service 13% 5.2Chat 6% 2.4Sales 10% 4Twitter 4% 1.6LinkedIn 9% 3.6Facebook 15% 6Total 100% 40
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@jonathanbwilson
Caveat: Channel Ratios Must Evolve!
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@jonathanbwilsonhttp://pdfaiw.uspto.gov/.aiw?Docid=20150138333
Constantly Look For New Opportunities
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@jonathanbwilson
Step 3: Talent Application
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@jonathanbwilson
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@jonathanbwilson
Scaling Your Operations
• In House• Contracto
r• Agency• Tools
Scenario Percentage 1 FTE Team of 90Assumption 40 hours / week 3600 hours / week
Radio 1% 0.4 36
Youtube 14% 5.6 504SEM 18% 7.2 648SEO 10% 4 360
Cust Service 13% 5.2 468Chat 6% 2.4 216Sales 10% 4 360Twitter 4% 1.6 144LinkedIn 9% 3.6 324Facebook 15% 6 540Total 100% 40 3,600
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@jonathanbwilson
Digital
PPC SEO Local Social
Video
Starting Silos
SalesProduct Content AM
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@jonathanbwilson
Integrate Digital Roles
SalesProduct Content AMDigital
PPC / SEO / Local / Social / Video
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@jonathanbwilson
Role Integration: Stay in Flow
S k i l l
Flow
Bored
AnxiousChallenge
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@jonathanbwilson
Role Integration: Career Progression
Intern
DMC
DM
DMS
Bored
Anxious
S k i l l
Challenge
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@jonathanbwilson
Reduce Boredom: Automate “Dummy” Work.
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@jonathanbwilson
Reduce Boredom: Automate Reporting
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@jonathanbwilson
Reduce Anxiety: Omni-Channel Assessments
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@jonathanbwilson
Reduce Anxiety: Decision Trees
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@jonathanbwilson
Reduce Anxiety: Knowledge Sharing
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@jonathanbwilson
Review: A Cyclical FrameworkKnow Your Customer• Public• Paid• Proprietary
Prioritize Channels• Channel Agnostic• Flexibility
Talent Application• Agility• Stay in “Flow”
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@jonathanbwilson