Silverpop User Group: "A Mere Truffle"
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The document outlines Whereoware's online marketing strategies focusing on targeted and automated emails, their partnership with Silverpop, and key steps to integrate web forms with landing pages and social media. It details the setup process for a database, creation of dynamic forms, and the testing phases involved in the marketing experience. Key takeaways emphasize the importance of data integration, starting small, and rigorous testing in marketing campaigns.
![Created the Welcome email
Dynamic content
criteria: [Favorite
Chocolate] contains
Dark
DYNAMIC RECIPE NAME
DYNAMIC BACKGROUND
DYNAMIC TWITTER TEXT](https://image.slidesharecdn.com/silverpopusergroupameretruffle-120712141557-phpapp02/85/Silverpop-User-Group-A-Mere-Truffle-30-320.jpg)
Silverpop User Group: "A Mere Truffle"
- 1. A MERE TRUFFLE Behind the Glasses July 10, 2012
- 2. About Whereoware Online strategy, design, development + marketing The stats: • 12 years in the business • Work with B2B + B2C companies • Philosophy: targeted, personalized, automated emails • Silverpop partner • 2011 agency partner of the year • Worked with Silverpop for 7+ years • 40+ Silverpop clients Twitter: @whereoware About me: Caitlin Kelly, Online Marketing Manager, 3 years of experience with Silverpop Twitter: @Whereoware
- 3. Website + Facebook + email integration
- 4. Website + Facebook + email integration “WE WANT TO DO THAT”
- 5. Where to begin? Key steps we took: Planned the experience Set up database Created landing pages + web forms Put landing pages on website + Facebook Designed the emails Created the programs Tested, tested, tested!
- 7. Our checklist Key steps we took: Planned the experience Set up database Created landing pages + web forms Put landing pages on website + Facebook Designed the emails Created the programs Tested, tested, tested!
- 8. Set up the database Non-keyed database: Created a database that does not have a sync ID Benefits: • Collect data on a lead before asking for identifying information • You can still sync your data intake
- 9. Set up the database Non-keyed database: Created a database that does not have a sync ID Benefits: • Collect data on a lead before asking for identifying information • You can still sync your data intake
- 10. Our checklist Key steps we took: Planned the experience Set up database Created landing pages + web forms Put landing pages on website + Facebook Designed the emails Created the programs Tested, tested, tested!
- 11. Web form overview • Created all landing pages and forms in one site • Used clickthrough to populate a form • Applied CSS to forms to change the standard style
- 12. Created the ‘Favorite’ form Elements: • Progressive form • Dynamic confirmation page • Linked to another form
- 13. What is a progressive form? Defined: Form which presents visitors with a series of questions over time Goals: • To collect data from visitors without overwhelming them • To decrease form abandonment
- 14. Built a progressive form 1. Chose “Progressive” form type on ‘Manage Site’ tab 2. Arranged fields in the order we wanted them shown 1. 2.
- 15. Built a progressive form 3. Chose the number of fields we wanted shown each time 3.
- 16. What is a dynamic confirmation page? Defined: An automatically tailored exit message based off collected data Options: • Create dynamic content on the default confirmation page • Redirect your form to another a new landing page with dynamic content
- 20. Confirmation page redirect • Copy the URL from your landing page + open your original form • Select the ‘Submit’ button + update the action in Object Properties
- 21. Created the ‘Club’ form Elements: • Social Sign-In • Contact matching on ‘Email’ • Confirmation page links to a ‘show all’ progressive form
- 22. Contact matched on ‘Email’ Even though we have a non-keyed database, we can still contact match, or sync, on the field of our choice
- 23. Progressive form: show all 1. Arranged questions in the 1. appropriate order 2. Selected ‘All’ to ensure the complete form filled out 2.
- 24. Our checklist Key steps we took: Planned the experience Set up database Created landing pages + web forms Put landing pages on website + Facebook Designed the emails Created the programs Tested, tested, tested!
- 25. Added our forms to the website Form code is 1. provided in Standard Web Form Properties We chose to post our forms via an iframe 2.
- 26. Added our forms to the website Screenshot of the website’s CMS editor with the iframe
- 27. Put our forms on Facebook Screenshot of the website’s CMS editor with the iframe
- 28. Put our forms on Facebook • Searched for Static HTML on Facebook and went to the app • Clicked ‘Add Static HTML to Page.’ Once it was installed, we pasted the iframe code into the public content section.
- 29. Our checklist Key steps we took: Planned the experience Set up database Created landing pages + web forms Put landing pages on website + Facebook Designed the emails Created the programs Tested, tested, tested!
- 30. Created the Welcome email Dynamic content criteria: [Favorite Chocolate] contains Dark DYNAMIC RECIPE NAME DYNAMIC BACKGROUND DYNAMIC TWITTER TEXT
- 31. Dynamic Share-to-Twitter text Created a Share-to-Twitter URL + used the links in dynamic content twitter.com/share?text=Check out my new dark chocolate recipe from @AMereTruffle&url=http://www.amere truffle.com/darkchocolate.aspx
- 32. Our checklist Key steps we took: Planned the experience Set up database Created landing pages + web forms Put landing pages on website + Facebook Designed the emails Created the programs Tested, tested, tested!
- 33. Created Welcome program Defined: email sent X number of hours/days after a visitor signs up for your website/ email list Our set-up: Behavior trigger campaign off form submission
- 34. Checked + configured program Execution Plan: one send, for quick execution Recommend setting up follow-up campaign
- 35. Our checklist Key steps we took: Planned the experience Set up database Created landing pages + web forms Put landing pages on website + Facebook Designed the emails Created the programs Tested, tested, tested!
- 37. Key takeaways Silverpop has powerful features Integrate the website + Facebook + email experience Data is key Start off small Test, Test, Test
- 38. Comments + questions MORE INFO Slides available at: www.slideshare.net/whereoware GET IN TOUCH Caitlin Kelly Ckelly@whereoware.com 703-889-1214 Website: www.whereoware.com Twitter: @whereoware Facebook: www.facebook.com/whereoware Blog: www.whereoware.com/blog