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
1
2
3
4
5
Oracle Confidential – Internal/Restricted/Highly Restricted 3
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
What does PetRelocation do?
LambeauSeattle, WA
Pre-Move PaperworkPickup
Flight TicketDelivery
LambeauShanghai, China
Oracle Confidential – Internal/Restricted/Highly Restricted 4
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Create ConnectionsNot just clicks.
Oracle Confidential – Internal/Restricted/Highly Restricted 5
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
What connects you to your consumer?For us, it’s emotion.
Oracle Confidential – Internal/Restricted/Highly Restricted 6
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
People love their pets.And it’s easy to see why.
Oracle Confidential – Internal/Restricted/Highly Restricted 7
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
They love them so much, they move everywhere with them.For Zimbo, that means even to Uganda.
Oracle Confidential – Internal/Restricted/Highly Restricted 8
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
How did those photos make you feel?
Oracle Confidential – Internal/Restricted/Highly Restricted 9
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
How does movingmake you feel?Also emotional, but in a very different way.
Oracle Confidential – Internal/Restricted/Highly Restricted 10
Photo from Flickr: WordRidden
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
What if your move looked like this?For Zimbo, it did.
Oracle Confidential – Internal/Restricted/Highly Restricted 11
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%
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
The MarketingIcebergAn opportunity to connect with customers on a deeper level.
Oracle Confidential – Internal/Restricted/Highly Restricted 14
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Simplify complexities.
Oracle Confidential – Internal/Restricted/Highly Restricted 15
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Pull back the curtain.
Oracle Confidential – Internal/Restricted/Highly Restricted 16
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Clear up misconceptions.
Oracle Confidential – Internal/Restricted/Highly Restricted 17
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Drive ConversationsNot just conversion rates.
Oracle Confidential – Internal/Restricted/Highly Restricted 18
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Problem: Answering the right questions for the right people.Questions are a great conversation starter.
Oracle Confidential – Internal/Restricted/Highly Restricted 19
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Solution: User-generated “Ask the Experts” form Easily generate Q&A content that adds value to long-tail strategy.
Oracle Confidential – Internal/Restricted/Highly Restricted 20
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
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
21Oracle Confidential – Internal/Restricted/Highly Restricted
806
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Conversations drive customers.Especially when Q&A continues beyond the initial question.
Oracle Confidential – Internal/Restricted/Highly Restricted 22
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
“How do I find two giant travel crates for my dogs pet move?”
– Ron’s actual search term
Oracle Confidential – Internal/Restricted/Highly Restricted 23
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
“Answer & Ask” ContentKeep the Q&A going past the first visit.
Oracle Confidential – Internal/Restricted/Highly Restricted 24
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 25
7 Number of days from downloading whitepaper to hiring PetRelocation
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Experiences drive evangelists.How do you make customer experiences come alive to win more business?
Oracle Confidential – Internal/Restricted/Highly Restricted 26
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Problem: Customer experiences get stuck in email.Make it easy to get them out of the inbox.
Oracle Confidential – Internal/Restricted/Highly Restricted 27
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Solution: User-generated content portal.Social, email, and direct promotion.
Oracle Confidential – Internal/Restricted/Highly Restricted 28
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 29
Result: Your customer writes your content – and it’s great.
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 30
2.5x More contracts signed when using customer stories in email
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Problem: Customer experiences are hard to organize.Not all content is important to all prospects.
Oracle Confidential – Internal/Restricted/Highly Restricted 31
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Solution: Codify experiences using custom tags.Use the content you want only when you need it.
Oracle Confidential – Internal/Restricted/Highly Restricted 32
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Result: Future customers are exposed to meaningful experiences.
Oracle Confidential – Internal/Restricted/Highly Restricted 33
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
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
34Oracle Confidential – Internal/Restricted/Highly Restricted
14%
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
TakeawaysYou can teach an old dog new tricks.
Oracle Confidential – Internal/Restricted/Highly Restricted 35
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Connect below the surface of your marketing iceberg.
Oracle Confidential – Internal/Restricted/Highly Restricted 36
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Create authentic conversations that continue past the initial question.
Oracle Confidential – Internal/Restricted/Highly Restricted 37
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Capture experiences to drive new evangelists.
Oracle Confidential – Internal/Restricted/Highly Restricted 38
Questions?Thank you for your time!