@jonathanbwilson

Omni-Channel Talent Application

Presented by: Jonathan Wilson

@Jonathanbwilson

@jonathanbwilson

@jonathanbwilson

@jonathanbwilson

Why DoesOmni-channel

Matter?

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Who Makes More $:Specialists or Generalists?

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+42% more $

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Generalist>

Specialists

https://www.roberthalf.com/sites/default/files/Media_Root/images/tcg-pdfs/2017_salary_guide_thecreativegroup.pdf

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Omni-channel is Good for Business

http://www.idc.com/getdoc.jsp?containerId=252327

31% Higher LTV

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What is Omni-Channel?

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Omni-Channel

OMNI = All

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Omni-Channel

Channel =

@jonathanbwilson

@jonathanbwilson

InfiniteOmni-channel

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InfiniteOmni-channel

Finite Time, $, Resources

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True Omni-Channel is a Myth

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Our Goal: Build a prioritized, scalable framework for managing your omni-channel marketing program.

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3 Steps Framework

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Step 1: Know Your Customer

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Use Data

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Audience Customer 1 Customer 2AgeGenderIncomeBirthJobPlatform

Starting Point: 2 Orders Came In

Data Needed !!•Public•Paid•Proprietary

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Public: Think With Google

https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html

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Public: Determine Site Appropriateness

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Drill Down to Decide!

http://sproutsocial.com/insights/new-social-media-demographics/

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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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Paid: Social Data

http://keyhole.co/blog/the-top-25-social-media-monitoring-tools/

• Structured•Unstructured

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Paid: Demographic Data

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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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Proprietary: Audience Behavioral Data

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Proprietary: Add Personal Information

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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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Step 2: Channel Prioritization

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@jonathanbwilson

Start with an Omni-Channel List

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Channel Agnostic:Use Customer

Data to Eliminate Irrelevant Channels

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Apply Same Methodology to

Prioritize Channels.

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Result: Data Driven, Weighted

Channel Prioritization

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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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Caveat: Channel Ratios Must Evolve!

@jonathanbwilsonhttp://pdfaiw.uspto.gov/.aiw?Docid=20150138333

Constantly Look For New Opportunities

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Step 3: Talent Application

@jonathanbwilson

@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

@jonathanbwilson

Digital

PPC SEO Local Social

Video

Starting Silos

SalesProduct Content AM

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Integrate Digital Roles

SalesProduct Content AMDigital

PPC / SEO / Local / Social / Video

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Role Integration: Stay in Flow

S k i l l

Flow

Bored

AnxiousChallenge

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Role Integration: Career Progression

Intern

DMC

DM

DMS

Bored

Anxious

S k i l l

Challenge

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Reduce Boredom: Automate “Dummy” Work.

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Reduce Boredom: Automate Reporting

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Reduce Anxiety: Omni-Channel Assessments

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Reduce Anxiety: Decision Trees

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Reduce Anxiety: Knowledge Sharing

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Review: A Cyclical FrameworkKnow Your Customer• Public• Paid• Proprietary

Prioritize Channels• Channel Agnostic• Flexibility

Talent Application• Agility• Stay in “Flow”

@jonathanbwilson