Website Marketing for Customer Gain and Retention. Rural Cellular Association

Transcription

1 Website Marketing for Customer Gain and Retention Rural Cellular Association October 13, 2010

2 Agenda I) Introduction II) Keys to Successful Web Marketing A) Web Design B) Web KPI s C) Web s relationship with other channels III) Social Media A) What is it? B) Keys to success C) Why is it important? IV) Differentiating Experiences A) Online Discover Center B) CS Original Programs D) QR Codes V) Conclusion

3 Introduction Kale Sligh Marketing Manager, Web & Technology Graduated with degree in MIS & Operations Management from the University of MS Master of Business Administration from MS College

4 Keys to Successful Web Marketing Design keep it clean, quick, and simple

5 Website Design Assume everyone is in a hurry.because on the web, they are Typically have a extremely short window before they are moving on if the call to action/navigation is not clearly marked, it usually cause frustration or abandonment NO ONE READS

6 Website Design Clear Call to Action or Navigation When designing a page or any digital media, always know what is the primary call to action that you trying to accomplish and prioritize the page accordingly Primary navigation should never be below the horizon line

7 What NOT to do navigation Hermès Corp-

8 Website Design Less Clicks the better Anything over 3 clicks usually loses the user Makeany any core function (Plans, Phones, etc) one click away Don t make the user dig to start shopping or find Don t make the user dig to start shopping or find information

9 Website Design Keep it clean page must have balance Limit your promotions. More is not better. Promos should typically have a certain location Promotions are much more effective when the user can focus on the message. As a wireless provider, you want to provide a good balance between information and promotions not everyone is there to buy

10 What NOT to do promo balance

11 Website Design Flashy does not mean better Cost the time and effort to develop these types of tools can be very costly. Once they are built, changing them usually cost just as much. Usability Typically most users are in a hurry and don t have the patience for long load times. If someone is on a slower data connection, this could cause some serious frustration

12 Website Design Flashy does not mean better Usability is everything Every year, Amazon, Google and Facebook are the top ranked sites in the world from both a usability and time spent standpoint

13 What NOT to do.flashy Cafe Intl -

14 What NOT to do period Drudge Report

15 Web KPI s There s a abundance of analytics, so which one s matter the most..

16 What does KPI s mean? Key Performance Indicators (KPIs) are financial and non financial metrics used to help an organization define and measure progress toward organizational goals. This doesn t mean, highest traffic numbers Increasing hits, page views, and visitors may show that marketing campaigns are driving dii more visitors to your site, but not whether it's performing well or not.

17 What does matter? Many companies place value on different numbers, but here are a few we really pay attention to: Number of new activations (comparative to previous periods) Percentage of traffic is NEW visitors Cost per conversion Cart Abandonment Rates

18 Simple Truth. New visitorss Al l Sales KPI s

19 Web s relationship with other channels Retail and web work together

20 Web is not just another sales ATG Study Analyzed consumers use of marketing channels: brick and mortar stores Web mobile devices catalogs customer service representatives Key Finding: two thirds of consumers use two or more channels channel

21 Web is not just another sales Google Study: channel 33% of people who bought phones in stores researched their purchase online first. Comparing features and price were the top 2 researched categories conducted online at 58% and 56 %, respectively. This year, 45% of consumers participating in the study said retailer sites were influential in making the purchase decision, versus 35% last year.

22 Social Media What is it?

23 Social Media What is it? Social Networking Sites Forums Podcasts Social blogs User Generated dcontests t Content Sharing Sites Information Sharing ex. Location Based Sharing

24 Social Networking is Mainstream Customer usage of social technologies is widespread 82% of US online adults say that they engage with them and often do so on a regular basis 28% of these customers report visiting a social networking site at least daily Facebook: Eclipsed 500+ million users Q Nearly 300 Million have joined in the past 18 Nearly 300 Million have joined in the past 18 months

25 Social Media Keys to Success

26 Keys to Successful Social Media Content is King Needs to be relevant Need to engage your audience Can t sound like a commercial No one likes to read Video and images now get more attention but have a much longer shelf lives Its still new, so be flexible and ready to change Dedicated staff and budget Moderation it s a 24/7 job

27 Moderation Tips Be properly staffed its not a 8 to 5 gig Be properly trained anyone moderating needs to have a good grip on public relations and customer care experience Respond but sometimes its good to let the conversation unfold first Be transparent Have thick skin T shirt trick

28 Why is social media important?

29 Facebook by the numbers Just our customer base visits Facebook Mobile 260+ million times a month 228,000+ active users page views and messages per active user 7,650,000+ SMS messages sent a month

30 Publisher Performance Top Publishers by New Sales 1. Facebook 1. Facebook 2. Tribal Fusion 3. AOL

31 Creative Performance Top Creative by New Sales 1. Milestone 2. SmartPhone Unlim 3. Facebook, Be a fan

32 Opportunities outside of direct sales Gauge your brand buzz through social analytical tools such as Radian 6 Its like having public focus groups for messaging and promotions Customer Service Tool If you don t get involved now, you will be playing catch up eventually Great place to build brand advocacy Best part.its FREE

33 Differentiating Experiences Positioning your brand as innovative

34 Online Discover Center

35 Discover Center Informative Useful Entertaining Sh harea able Advocacy Compelling. Engaging. g g Valuable.

36 How? The Digital Pathway Less about links to Facebook and Twitter; more about having something worth sharing Discover Engage Advocate Content so compelling we seek it out & spend time with it -HS Rivals -Viral Content Involvement beyond a Monthly bill or annual Service provider hunt Create social currency Informative Useful Entertaining E t t i i

37 CS Originals: Purpose Connect to consumers through the things they care about, invite them to participate with the Cellular Southbrand Build an anticipated brand Generate traffic to cellularsouth.com l Advertising without advertising

38 Advertising without advertising cellularsouth.com/emerge cellularsouth.com/yallvsus

39 Why? Consumer Engagement User generated content to drive viral/sharing exposure of the program and Cellular South Create sense of community among music & sports fans Engagement and sharing through online and offline social media and experiences Differentiation Cellular South is uniquely positioned in areas with strong music talent and ties in with sports figures in our communities Leverage this position to drive engagement with the brand in current and expansion markets kt Drive Sales Sports fans, Musicians i and music fans will be drawn within the purchase path of the website and gain exposure to offers and promotional messaging (Driving new visitors to the website)

40 QR Codes Straight to the phone: Download Apps Mark events Promos address Best part its FREE and not yet fully adopted

41 Conclusions Web Design keep it clean, quick and simple Web KPI s make sure you are measuring the right analytics to maximize your marketing dollars Wb Web should compliment other channels Social Media get involved or get left behind Differentiating Experiences creating advocacy is critical and the most powerful sales driver in marketing