The document describes how a customer named Kyle interacts with a hotel brand across multiple touchpoints. Kyle books a hotel for an upcoming trip after receiving a promotional email. He is then invited to enroll in the hotel's rewards program. Kyle receives further personalized communications during his stay and afterward that continue building his engagement with the brand over time.
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70. The Building of a Collaborative Economy
1. People are empowered to get what they need from each other.
2. The crowd is becoming like a company –bypassing inefficient corporations.
3. Corporations must use these same tools and strategies to regain relevancy.
4. This requires business model change: product > service > marketplace >
repeat.
5. As a result, companies are resilient: connected, empowering others, efficient,
and profitable.
81. Would customers reached by both email and Facebook
ads be more likely to convert than those reached by email
alone? We partnered with an online retailer to find out.
TEST GROUP
925,000 email
subscribers
MATCHED AUDIENCE
565,000 subscribers (61%)
matched to a Facebook
Custom Audience
35% opened emails
42% saw Facebook ads
Results based on a retailer's study conducted over two weeks in April 2014, targeting 925,000 US email subscribers using Salesforce Marketing Cloud and Facebook Custom Audiences.
Facebook Offline Conversion Measurement matched and correlated ad impressions to email engagement and transactions. Findings are observational.
Offline
Conversion
Measurement
82. Here’s what happened
18% only opened emails
27% only saw Facebook ads
16% opened emails and
were exposed to Facebook ads
38% did not see ads or open email
email openers
18%
ads only
TEST GROUP: OPENED EMAILS ONLY COMBINED EMAIL OPENS & ADS SAW FACEBOOK ADS ONLY
27%
combined
16%
Results based on a retailer's study conducted over two weeks in April 2014, targeting 925,000 US email subscribers using Salesforce Marketing Cloud and Facebook Custom Audiences.
Facebook Offline Conversion Measurement matched and correlated ad impressions to email engagement and transactions. Findings are observational.
83. Coordinating email and Facebook ads improved reach.
email openers combined ads only
Facebook ads extended
email reach by 77%
TEST GROUP: OPENED EMAILS ONLY COMBINED EMAIL OPENS & ADS SAW FACEBOOK ADS ONLY
Results based on a retailer's study conducted over two weeks in April 2014, targeting 925,000 US email subscribers using Salesforce Marketing Cloud and Facebook Custom Audiences.
Facebook Offline Conversion Measurement matched and correlated ad impressions to email engagement and transactions. Findings are observational.
84. Email openers who saw ads were more likely to
purchase.
email openers combined ads only
When reached with Facebook ads,
Email openers were 22% more likely
to purchase
TEST GROUP: OPENED EMAILS ONLY COMBINED EMAIL OPENS & ADS SAW FACEBOOK ADS ONLY
Results based on a retailer's study conducted over two weeks in April 2014, targeting 925,000 US email subscribers using Salesforce Marketing Cloud and Facebook Custom Audiences.
Facebook Offline Conversion Measurement matched and correlated ad impressions to email engagement and transactions. Findings are observational.
85. Email openers who saw ads also spent more, on
average.
Email openers who saw
Facebook advertising spent
$.54 more than other email
openers, at a cost of about
$.03 per email opener.
email openers combined ads only
TEST GROUP: OPENED EMAILS ONLY COMBINED EMAIL OPENS & ADS SAW FACEBOOK ADS ONLY
Results based on a retailer's study conducted over two weeks in April 2014, targeting 925,000 US email subscribers using Salesforce Marketing Cloud and Facebook Custom Audiences.
Facebook Offline Conversion Measurement matched and correlated ad impressions to email engagement and transactions. Findings are observational.
96. 12-25% increase in sales if
the transactional message
includes personalized
product recommendations.
Salesforce ExactTarget Marketing Cloud
@kyleplacy
101. Meet Kyle
He’s the owner of a growing small
business in Boston.
As a father of 4 kids he’s very cost
conscious and drives or takes the train
to most locations.
While a subscriber of T & H Client’s
brandX and brandY emails, he’s not a
loyalty member.
102. An Upcoming Trip
Kyle has an upcoming trip in two
weeks to conference in Texas. He
starts searching on brandX.com
for a hotel.
103.
104. Promo Email
Kyle receives a promo email from
brandX with special rates for the
month.
The top three are close to his
upcoming trip in Texas so he
clicks through and books.
Email
Kyle, Check Out This Month’s Top Rates
From Portland to Portland we’ve got you covered.
From $84.15
Dallas, TX
Love Field
Get the most out of your next Dallas
business trip and book a room at our
brandX by T & H Client Dallas Love
Field hotel.…Read more
Book Now
From $101.15
Irving, TX
Las Colinas
brandX by T & H Client Dallas/Las
Colinas hotel, near Dallas Fort Worth
International Airport. Located off
Route 114…Read more
Book Now
From $101.99
Richardson, TX
Richardson
Nestled in the heart of the Corridor north of downtown TX, the brandX by T & H Richardson/Dallas…Read
Book Now
105. Confirmation Email
Kyle receives his confirmation
email which invites him to enroll in
T & H Client Rewards.
Email
Welcome!
Your brandX by T & H Client Confirmation is below.
Name
T & H Client Rewards
Confirmation Number
Arrival Date
Departure Date
Check-In Time
Check-Out Time
brandX Love Field
650 N. Stemmons
Freeway, I-35E Exit
434A Empire Central,
Dallas, TX 75247 US
Kyle Thompson
Enroll Now
74589AH67DH
1/24/14
1/26/14
3:00 PM
11:00 AM
106. Welcome Series
Upon signing up for T & H Client
Rewards Kyle receives a series
of 3 emails from the Welcome
drip campaign which aims to:
• Thank
• Educate about the
program
• Incentivize to complete
his profile
Email
Total Points; 0
Welcome To T & H Client Rewards
Free Bonus Points!
Complete Your Profile
Tell us more about yourself and
receive bonus points towards
your next free stay.
107.
108. Browse Retarget Email
Kyle receives a browse retarget email
that evening which reminds him of the
free breakfast and wifi available at
brandY.
As a result he books his stay.
Email
Your Parsippany Stay Awaits
Get a free, hot breakfast and WiFi at brandY
brandY Parsippany
949 Route 46,
Parsippany, NJ 07054 US
A warm bed, hot breakfast, and free
WiFi come standard when you stay at
brandY.
Book Now
109.
110. Gets a notification…
After checking-in he gets a push
message with a $5 off coupon.
111. Gets a notification…
Before retiring for the evening Kyle
receives a Push Notification reminding
him of the free breakfast in the morning.
112. Gets a notification…
After he leaves for his presentation in the
morning he receives a Push Notification
asking if he’d like to receive an email
copy of his stay receipt.
113. Email Receipt
After his stay Kyle receives an e-Receipt
with a partner offer to sign up for the T &
H Client Rewards Visa.
Inbox (1)
E-Receipt
Your Recent Stay e-Receipt
brandY
949 U.S. 46,
Parsippany, NJ
07054
Room
Arrival Date
Departure Date
Adult/Child
Room Rate
Rate Plan
T & H Client Rewards #
213
1/27/14
1/28/14
1/0
$59.00
LW-T
675930992
Stay Total $65.24
EARN POINTS TOWARDS
FREE NIGHTS
WITH T & H Client REWARDS VISA
114. Email Newsletter
Fast-forward 3 months Kyle receives
his monthly rewards newsletter and
there is a promotion for a trip finder.
He has traveled a lot and
accumulated a lot of points and is
ready for a last minute vacation with
the family.
Email
Total Points; 42,000
T & H Client Rewards Newsletter
How will you use your rewards?
Want to find the perfect getaway?
Try our all new
TRIP FINDER
Start Now
115. Trip Finder
Kyle answers a series of questions
which helps the ExactTarget
Customer Intelligence engine
determine the best trip for him.
Web Browser Mon 3.31 PM
T & H Clientrewards.com/tripfinder
Find Your Perfect Trip
How will you arrive at your destination?
o Drive
o Fly
Back Next
116. Trip Finder
After he submits his answers T & H
Client displays the results.
Web Browser Mon 3.31 PM
T & H Clientrewards.com/tripfinder
Your Perfect Trip Results
T & H Client Grand Resort - Walt Disney World
Orland, FL
Located in the heart of Orlando, Florida, enjoy
sophisticated charm and Mediterranean-inspired comfort
minutes from the area’s top theme parks, golf courses and
attractions. T & H Client Grand Orlando Resort is
surrounded by 500-acres of the stunning woodlands of
Bonnet Creek.
Book Now
117. On Vacation…
On day two at the pool he posts a
picture of the family enjoying the
vacation.
He then receives a response from T & H
Client with an offer for free ice cream for
the kids during his stay
Facebook
Kyle Thompson
5 minutes ago
T & H Client Hotel Group
2 minutes ago
Glad you’re enjoying your
stay. Bring this to the
concession stand for free
ice cream for the kiddos!
Most of our time is spent trying to figure out What’s next? What is going to disrupt the consumer tomorrow. What is disrupting communication today. I’ve never actually been able to explain what the teams does… so I rely on Louis CK.
While we are going to talk extensively about what’s next… it’s also important to remember what’s now. What’s my customer using now… what technology are they using now… how are they communicating now… what’s next is important for strategic development but what’s not is important for sales/revenue and ROI.
While we are going to talk extensively about what’s next… it’s also important to remember what’s now. What’s my customer using now… what technology are they using now… how are they communicating now… what’s next is important for strategic development but what’s not is important for sales/revenue and ROI.
Yerdle enables neighbors to gift goods - rather than buy
Google and Waze have already started to share data (May 2014), in addition, Google is rolling out retail delivery with Shopping Express, and also has self-driving cars.
Uber enables P2P transportation –largest investor is Google $258m
Apps can pass a destination address to the Uber app, display pickup times, provide fare estimates, access trip history and more.
Counting beds on offer, airbnb is already the fifth-largest hotelier in the world, with unparalleled global reach.
Has a presence in nearly every country on earth
Median price of a hotel vs cost of an Airbnb apartment
Counting beds on offer, airbnb is already the fifth-largest hotelier in the world, with unparalleled global reach.
Has a presence in nearly every country on earth
Median price of a hotel vs cost of an Airbnb apartment
Counting beds on offer, airbnb is already the fifth-largest hotelier in the world, with unparalleled global reach.
Has a presence in nearly every country on earth
Median price of a hotel vs cost of an Airbnb apartment
Next, let’s talk about shifting services to now becoming marketplaces.
We call this ‘Motivating a marketplace”. The naming is specific, you can’t own the marketplace, you can’t manage it, you simply must help usher them along, in this use case, the goal is to get the people to do these actions among themselves.
If your company offers services, like a hospitality company serves guests, then learn how to tap into the marketplaces that are already forming in the sharing economy.
There’s a number of new activities that people can perform, including to resell, co-owning, swapping goods, lending to each other, or gifting.
The key is to convert products into services, services into marketplaces, and marketplaces build products
They start off simple, but as we progress around the value chain, the investment and risk increases, but as well as the potential payoff.
Let me walk through each one in detail and show you how.
First, let’s focus on products becoming services. We call this “Company as a service”
Now that customers want access to products –and may not necessarily want to own them, it means that companies
Must change the relationship and offer it a new form through renting, subscribing or event lending –beyond just selling.
The key is to convert products into services, services into marketplaces, and marketplaces build products
They start off simple, but as we progress around the value chain, the investment and risk increases, but as well as the potential payoff.
Let me walk through each one in detail and show you how.
First, let’s focus on products becoming services. We call this “Company as a service”
Now that customers want access to products –and may not necessarily want to own them, it means that companies
Must change the relationship and offer it a new form through renting, subscribing or event lending –beyond just selling.
Next, let’s talk about shifting services to now becoming marketplaces.
We call this ‘Motivating a marketplace”. The naming is specific, you can’t own the marketplace, you can’t manage it, you simply must help usher them along, in this use case, the goal is to get the people to do these actions among themselves.
If your company offers services, like a hospitality company serves guests, then learn how to tap into the marketplaces that are already forming in the sharing economy.
There’s a number of new activities that people can perform, including to resell, co-owning, swapping goods, lending to each other, or gifting.
Next, let’s talk about shifting services to now becoming marketplaces.
We call this ‘Motivating a marketplace”. The naming is specific, you can’t own the marketplace, you can’t manage it, you simply must help usher them along, in this use case, the goal is to get the people to do these actions among themselves.
If your company offers services, like a hospitality company serves guests, then learn how to tap into the marketplaces that are already forming in the sharing economy.
There’s a number of new activities that people can perform, including to resell, co-owning, swapping goods, lending to each other, or gifting.
Tap the crowd for better rates and terms that a company can set and achieve the highest form of loyalty: Shared Destiny.
Tap the crowd for better rates and terms that a company can set and achieve the highest form of loyalty: Shared Destiny.
Tap the crowd for better rates and terms that a company can set and achieve the highest form of loyalty: Shared Destiny.
Next, let’s talk about shifting services to now becoming marketplaces.
We call this ‘Motivating a marketplace”. The naming is specific, you can’t own the marketplace, you can’t manage it, you simply must help usher them along, in this use case, the goal is to get the people to do these actions among themselves.
If your company offers services, like a hospitality company serves guests, then learn how to tap into the marketplaces that are already forming in the sharing economy.
There’s a number of new activities that people can perform, including to resell, co-owning, swapping goods, lending to each other, or gifting.
Next, let’s talk about shifting services to now becoming marketplaces.
We call this ‘Motivating a marketplace”. The naming is specific, you can’t own the marketplace, you can’t manage it, you simply must help usher them along, in this use case, the goal is to get the people to do these actions among themselves.
If your company offers services, like a hospitality company serves guests, then learn how to tap into the marketplaces that are already forming in the sharing economy.
There’s a number of new activities that people can perform, including to resell, co-owning, swapping goods, lending to each other, or gifting.
So where does all of this leave us? Marketing has been changed forever, particularly the world of consumer marketing.
Technology that has unlocked an entirely new ways to connect with people, as well as a new set of expectations around what those interactions should look like.
So where does all of this leave us? Marketing has been changed forever, particularly the world of consumer marketing.
Technology that has unlocked an entirely new ways to connect with people, as well as a new set of expectations around what those interactions should look like.
Either make into a build or break into two slides:
1. these are the ingredients
2. this is what we did
So where does all of this leave us? Marketing has been changed forever, particularly the world of consumer marketing.
Technology that has unlocked an entirely new ways to connect with people, as well as a new set of expectations around what those interactions should look like.
Last mile project – how do you innovate around the delivery point.
Last mile project – how do you innovate around the delivery point.
Last mile project – how do you innovate around the delivery point.
Last mile project – how do you innovate around the delivery point.
Last mile project – how do you innovate around the delivery point.
Last mile project – how do you innovate around the delivery point.
Small business owner and frequent traveler growing business that has expanded regionally and he will have to start to travel to fuel growth in the northeast region
- very cost conscious
- drives/takes train to most locations
- opted into brand X and brand Y email program – not rewards
- has 8 stays in the past three months with brandX, brandY and Days Inn in the throughout the NE – each 1-2 nights
Has an upcoming trip in two weeks to conference in Texas – starts searching on brandX.com for a hotel
<<Show snapshot of contacts model with browse behavior>>
Receives a promo email from brandX – with special rates for the month, the top three are close to his upcoming trip in Texas - clicks through and books <<Desktop>>
Receives his confirmation email which invites him to enroll in Rewards
3x Welcome/Onboarding series to T & H Client Rewards
Thank you, education about program (how to add previous stays), incentive to complete profile (get bonus rewards points)
Shows he mostly books for business, looking for best value and business amenities (wifi)
Show snapshot of contacts model now that profile center has been completed (explicit data)
Show snapshot of contacts model now that profile center has been completed (explicit data)
Jump ahead a few months…
Browse Retarget
Has upcoming meeting in Parsippany, browses brandY in area
He doesn’t purchase without doing more research, so he plans on searching tonight at other hotels
He abandons his search
Receives browse retarget email that evening which reminds him of the free breakfast and wifi available at brandY, he purchases
Jump back to the contacts model to show how contact has updated with implicit (browse/purchases/past stays) data
Checks-in he downloads the new T & H Client hotel app and opts in for alerts during this stay
After check in he gets a push message for free drink
Meets up with colleagues to review presentation
Gets another push message with reminder with the free breakfast hours
As he leaves in the AM for his presentation, he gets a Push asking to confirm a email copy of his receipt
Email receipt from stay
Business traveler and easier to keep record of
Include Partner offers—T & H Client rewards visa card
Contacts model
With this stay he hits Gold status and receives an email congratulating him and reminding him of his perks
Thank him for his loyalty
Makes connection to leisure travel use rewards points
Highlight his activity
Fast forward 3 months he receives his monthly rewards newsletter and there is a promotional for a trip finder. He has traveled a lot and accumulated a lot of points and is ready for a last minute vacation with the family.
Goes to guided trip planner
Business vs leisure
Type of destination (beach, nature, city, amusement parks, etc)
Price range
How to pay for his trip Points v Cash (since he is logged in it takes into account his points and shows him how many he has)
Driving or flying
Helps him pick the perfect location and hotel from across T & H Client hotels that will meet the needs of his family and stay within his budget by using his points
Kyle is going to Disney with his family – T & H Client Grand Resort
Two days prior he receives pre-trip email and it contains a suite upgrade – he clicks through and accepts – next best offer
On day two at the pool he posts a picture of the family enjoying the vacation -> he then receives a response from T & H Client with an offer for free ice cream for the kids during his stay
Kyle then receives a email thanking him for bringing his family to their resort and ask him to rate and review the trip. After a great trip, with great service he goes online and provides a stellar rating.