Pinterest Plus Email

Digitally Connected ConsumersSony Electronics Case Study

Jeannette KocsisThe Agency Inside

Jennifer GeddySony Electronics

Amanda DrenningThe Agency Inside

Wave 2

Session Panel

Jennifer GeddyDirector, Customer Experience ManagementSony Electronics@jenmgeddy

Jeannette KocsisEVP, Digital EngagementThe Agency Inside Harte-Hanks@jnetk

Amanda DrenningAccount DirectorThe Agency Inside Harte-Hanks@amandadrenning

our agenda

• About Digitally Connected Consumers

• Sony Electronics Case Study

4

customer experience

omnichannel

relevance

omnichannel behavior

leads to digitally

connected consumers

but our role has changed

context drives device choice

Today, consumers own multiple devices and move seamlessly between them throughout the day.

Google, The New Multi-screen World: Understanding Cross-platform Consumer Behavior August 2012

At the Office

building a digital ecosystem

Native Applications

Media Engagement

CRM and Loyalty

Programs

On-the-Go

Video Content

Search and Research

Social Media

At Home eCommerce

Retail

the roadmap

Plan the Journey Map Content to the Journey

Determine Where the Customer is in the Journey

Drive Cross-Channel

Communications

Measure and Optimize

consider how to engage

Engagement +

Serve through ALL Channels

Smart Targeting

Relevant MessagesDynamic

Content

Mail that Matters

Behavior-Based Content

Optimized for Experience

Engagement Opportunities

leverage data

Implicit data

Explicit data

Rich Customer

Data

Where to Begin?

16

ccccustomerustomerustomerustomer

profilesprofilesprofilesprofiles

how to create them

Preferences

Purchase Data

Web Behavior

3rd Party Data

Affinity Content

Social Media

go beyond the campaign

plan your content

Campaigns (EM, DM,

Media, SEM)

Instore

Ongoing CRM & Loyalty(EM, DM)

Mobile App Alerts

SMS

Blogs, Facebook & Twitter Push

Social Response

Video Content

Web Site Content

leverage technology

use mobile engagement

Single Credentials

Your package was just delivered…

Only 1 Day ‘til Black Ops Ghosts is avail for pre-order

Bring to the store & get 20% off, offer 877GH4X

You have 101,000 pts. For latest deals, go to bit.ly

and social engagement

Push Messages Engagement Content

Leverage tools

for consistent

push, but

relevant tone

Follow your

social strategy

Provide in-channel

content in relevant

tone

Optimize content for

search (internal and

external)

don’t forget retail

and a measurement plan

Touchpoints

Digital Analytics ToolsData Capture

Social MonitoringAdserving/Media

Instore Data

Customer Experience

MeasureOptimize

Campaign OptimizationOverall Performance

Sony Electronics

a case study

Indirect and Direct

Omnichannel Shopping

Varied + Long Purchase Cycles

Contactable Database Gaps

Broad Product + Service Offering

Pre + Post Sales Marketing

Challenging Marketplace

Organization Alignment:

Customer Experience

Management

Use -> Advocate ->

(Re)Purchase

ConnectingTouch Points

Connecting Data Points

product ownership

retentionmarketing

web behavior

social CRM

support community

customer service

ConnectingTouch Points

Connecting Data Points

product ownership

retentionmarketing

web behavior

social CRM

support community

customer service

ConnectingTouch Points

Connecting Data Points

product ownership

retentionmarketing

web behavior

social CRM

support community

customer service

ConnectingTouch Points

Connecting Data Points

$

?

use

advocatere/purchase

BR

AN

D L

OY

ALT

Y

DA

TE

OF

PU

RC

HA

SE

Over Time Brand Loyalty Diminishes

Consumer Brand Loyalty is Never Higher than at

Purchase

Pre-Sales Brand Awareness

Next PurchasePreparation

Engaging Customers

DA

TE

OF

NE

XT

P

UR

CH

AS

E

Encouraging Purchase

Triggered Lifecycle Communications Maintain Brand Loyalty Over Time

UseActivate, Connect with

Brand and Peers

AdvocateLearn More, Do More with

Sony Product/Services and Share

CUSTOMER EXPERIENCE TIMELINE

Shift intoRelevant Pre-sales

Messaging

where Sony Customer Experience Management team is focused

meet Kellya Sony customer

targeted direct mail

Father’s Day Catalog – featuring Tablet Z

leverage analytic models

& business rules for

customer segmentation

to maximize results

$

20%increase in revenue YOY

2xhigher ROI due to

production optimization & customer

targeting/segmentation

opt-in touchpoints$

Opt-in opportunity while researching

online

kellyjohnson@email.com

opt-in touchpointsmaximize all opportunities

to collect opt-ins for

communications

$

Doubledthe number of opt-in touchpoints

personalization

social engagement

CTA shop Direct

CTA shop Direct

benefits shopping Direct

opt-in for SMS

social engagement

welcome triggerwelcome email by opt-in

source reinforcing

recognition of how

customers come into the

database

$

40%increase in open rate

1.5xmore clicks to Sony Direct

online

37%increase in click rate

opts-in for SMS

sms $

up to 42%click through rates

2xthe average HH spend

27%are direct buyers (vs. 5% in email)

broadcast email campaigns customers are

segmented based on

activity level and drives

email cadence

$

pinterest case study$

Our unique “Most Pinned” email banner

Wave 2

ways to pay & be rewarded

personalization

CTA toshop Direct

benefits shopping Direct

visual navigation top Sony products

Wave 1

general visit trigger$

52%open rate

9.8%click through rates

(vs. 3-5% in broadcast emails)

CTA toshop Direct

CTA drives to cart

Ways to connect with Sony

visual navigationtop Sony products

personalization

Wave 2

Wave 3

abandoned cart trigger$

Up to 85%open rates

2xthe conversion rate

Over 30%Click through rates

Wave 1

Kelly buys

Wave 3

Wave 2

productcategory

personalization new/repeat buyer

product purchased

productcategory

online order status

productcategory

productregistration

post-purchase triggersleveraging dynamic content

to increase relevancy,

maximize return and gain

operational efficiencyWave 1

22%increase in click rate over

the prior year

OEoperational efficiency gained leveraging dynamic content

2.5xclick through to Sony

Direct online, social sites and customer support sites

user experience messagestransactional messages to

owners of specific models

alerting them to a software

update and its benefits

0ver 100% Open rate

Kelly an advocate

social monitoring & response

meet Kelly wherever he is

Off-domainforums

branded community

1 millionpage views per month vs. 50K a month

<2 mos.to recoup program investment

User Generated

Content

Gamification

Member’s Content

About Bob

User generatedcontent

User Generated

Content

Wish Lists

Gamification

Member Postings

Activity Feed

get personal

Sony Recognized

in global “Customer Service Hall of Fame”

#5

#1

top10

in tech support

in Company Reputation

MSN Money2012

Harris Poll/WSJ

2013

Laptop Magazine2012

What We Learned

1. The omnichannel journey begins with the first step

2. Customers are human! (just like you)

3. It’s about relevancy

4. Be prepared - continuously testing and optimizing all programs –it never stops

5. What we are doing is working – Sony ranked #4 in Adweek’s 100 most loved companies

Thank You

Jennifer GeddyDirector, Customer Experience ManagementSony Electronics@jenmgeddy

Jeannette KocsisEVP, Digital EngagementThe Agency Inside Harte-Hanks@jnetk

Amanda DrenningAccount DirectorThe Agency Inside Harte-Hanks@amandadrenning

You’ve mastered the theory, now put it into practice

Use the Show Guide to match this session’s categories with the

providers in the Hall who can help execute!

See Page 18 for details