Oracle Responsys Interact 2014

Leading the PackAchieving Growth Through Authentic Connections, Conversations, and Content

Rachel TruairChief of StaffPetRelocationJuly 18, 2014

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |

Program Agenda

About PetRelocation

Create Connections

Drive Conversations

Experiences Come Alive

Takeaways

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2

3

4

5

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What does PetRelocation do?

LambeauSeattle, WA

Pre-Move PaperworkPickup

Flight TicketDelivery

LambeauShanghai, China



Create ConnectionsNot just clicks.



What connects you to your consumer?For us, it’s emotion.



People love their pets.And it’s easy to see why.



They love them so much, they move everywhere with them.For Zimbo, that means even to Uganda.



How did those photos make you feel?



How does movingmake you feel?Also emotional, but in a very different way.


Photo from Flickr: WordRidden

https://flic.kr/p/7Hp9EV


What if your move looked like this?For Zimbo, it did.


Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 12

How do we connect with this type of experience?

Of culture is hidden beneath the surface.

90%


The MarketingIcebergAn opportunity to connect with customers on a deeper level.



Simplify complexities.



Pull back the curtain.



Clear up misconceptions.



Drive ConversationsNot just conversion rates.



Problem: Answering the right questions for the right people.Questions are a great conversation starter.



Solution: User-generated “Ask the Experts” form Easily generate Q&A content that adds value to long-tail strategy.



Authentic conversations have value.

Keyword strategy covers a broad range of “below the iceberg” terms 47%

Of web customers come from organic search.

368 Keywords in Top 3 on Google

Keywords in Top 10 on Google

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806


Conversations drive customers.Especially when Q&A continues beyond the initial question.



“How do I find two giant travel crates for my dogs pet move?”

– Ron’s actual search term



“Answer & Ask” ContentKeep the Q&A going past the first visit.



7 Number of days from downloading whitepaper to hiring PetRelocation


Experiences drive evangelists.How do you make customer experiences come alive to win more business?



Problem: Customer experiences get stuck in email.Make it easy to get them out of the inbox.



Solution: User-generated content portal.Social, email, and direct promotion.



Result: Your customer writes your content – and it’s great.


2.5x More contracts signed when using customer stories in email


Problem: Customer experiences are hard to organize.Not all content is important to all prospects.



Solution: Codify experiences using custom tags.Use the content you want only when you need it.



Result: Future customers are exposed to meaningful experiences.



Conversations Drive Revenue

Over 400 customer experiences generated from all over the world

$1200Value of each Customer Story in driving future revenue

4.0% Average Lead-to-Customer Conversion Rate

Lead-to-Customer Conversion Rate after Receiving a Customer Story Via Email

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14%


TakeawaysYou can teach an old dog new tricks.



Connect below the surface of your marketing iceberg.



Create authentic conversations that continue past the initial question.



Capture experiences to drive new evangelists.


Questions?Thank you for your time!

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