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Transcript of Marketing Training Manual
Training Manual GIMO - NetBet Poker Marketing Executive This document outlines my way of working. It includes established systems and the support available to you. Rules and guidelines are established. A clear distinction is made between established rules (that you must follow) and guidelines (suggestions that you can use your own judgement to adopt or adapt) Nick Van de Weyer @vandewnj January 2016
Marketing Training Manual
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NetBet Poker Marketing Exec
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Contents Organisational Structure ......................................................................................................................... 4
Planning and Reporting ........................................................................................................................... 5
Tangible Outputs of each stage .......................................................................................................... 5
Monthly Calendar ................................................................................................................................... 6
Drafting ................................................................................................................................................... 8
Web pages and Offer Landing Pages .................................................................................................. 8
Emails ................................................................................................................................................ 10
Banners and In-Client Communication ............................................................................................. 12
Design and Localisation......................................................................................................................... 14
Content ............................................................................................................................................. 14
Design ................................................................................................................................................ 15
Development..................................................................................................................................... 15
Deployment to Market ......................................................................................................................... 16
Request Emails .................................................................................................................................. 16
Content Management (CMS) ............................................................................................................ 18
Other Content Locations ................................................................................................................... 18
Analysis ................................................................................................................................................. 20
Beehive.............................................................................................................................................. 20
Playtech Reporting ............................................................................................................................ 20
Current Strategy ................................................................................................................................ 20
Bonus Systems .................................................................................................................................. 22
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Organisational Structure Your direct supervisor is the Head of Poker.
Stakeholders are listed in a hierarchy based for illustration of the flow of marketing tasks only
Gimo is setup to support promotion based marketing and the primary communication used is email.
Marketing Executives and Marketing Assistants
It’s important to appreciate that you are a marketing executive where many at Gimo are assistants
what does this mean?
Responsible and accountable for all marketing activity for the brand
Work proactively and in a self directed manner
Have influence over marketing strategy rather than just working to instruction
Manage resources and stakeholders across the organisation to achieve marketing objectives
Performance assessment tied to business performance KPIs
Directors (Strategic
Leadership)
Head of Poker (Product
Manager)
You (Marketing)
QA.Poker.Netbet (Quality
Assurance)
Content Team (Translation)
Designers
Acqusition Team (Advertising,
Affiliates) Project Manager
Web Development
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Planning and Reporting We work on a monthly planning cycle, whilst a degree of flexibility maybe required to deal issues as
they arise most of the day to day work should conform to this cycle.
Tangible Outputs of each stage 1. Monthly Promotion and Email calendar
Internal Email Newsletter
Internal Presentation Brief
2. Web Pages (CMS)
Email Templates (HTML)
3. DESIGN Web Images and Banners, Images for use in communications
LOCALISATION Proofed and Translated communications
4. Offer setup requests
Email send requests
5. Assessment of activity effect on KPIs
Discussion with Head of Poker regarding successes and failures
Communication channel performance (Open Rate, Engagement, Conversion)
1. Monthly Plan
2. Drafting
3. Design and Localisation
4. Deployment to Market
5. Analysis
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Monthly Calendar Create and distribute a calendar each month that outlines the key promotions and communications
Seek approval from Head of Poker – particularly for promotions with cost implications or changes in
strategy or targeting
Explore in detail the plan with QA (those who will execute it) whilst drafting. Discuss managing
workload with Design/Content if there are unusual additions.
Learning Exercise
Review previous communication calendar and familiarises yourself with the promotions as listed on
the website. Include ongoing promotions such as welcome offers and freerolls.
1. What was the target audience for each promotion?
2. What was the intended change in customer behaviour?
3. How would we measure the success of each promotion?
4. What conditions were put in place to stop abuse?
5. What are the weaknesses of each promotion are there any things you would recommend to
improve them?
Rules
Approved by Head of Poker prior to
distribution.
Conform to best practise as laid out by
communication channel managers and
compliance department
Distribute the calendar and internal
newsletter in a timely manner
Tips and Guidelines
Use the previous month as a guide
Start with the promotions dictated to us by
the iPoker network
Focus on the key target segments…
1. Active Players (retention)
2. Revival (reactivation)
3. Side Game players (key product)
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Figure 1 - Monthly INTERNAL Newsletter
Figure 2 - Example Monthly Calendar
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Drafting
Web pages and Offer Landing Pages All promotions open to all players should have a promotion page on the website as a central point
for information and listing of the terms and conditions.
Offers for a limited audience may have an unlisted webpage that is only accessible through direct url
but not listed on the site navigation – make sure to list in the terms that any offer is only available to
those customers who receive the link.
eg https://poker.netbet.com/en/casino_games?offer=RSG
An offer landing page offers a quick and easy method to present the offer and terms and conditions
if a full webpage is not required (eg. Offer limited to email recipients)
Step by Step
1. Draft the promotion information page in Dreamweaver
a. Stress the hook (Title, Subtitle and Introduction)
b. Why should I care? (Key features list)
c. Basic “How to” for player understanding (1-2-3 illustration element)
d. Use placeholder images only at the drafting stage
e. Tournament Schedule (where applicable)
f. Call to Action buttons
g. Offer landing page required?
2. Upload to the CMS
3. Send to Head of Poker for final approval
4. Send to QA for technical setup and review
Learning Exercise
Take a local backup of the source code of all the promotions from the CMS.
Review the the code in Dreamweaver – how are the key elements listed above coded?
How are the promotions designed to cope with future rendering in a responsive site width?
Rules
Promotion mechanics may come from iPoker
or be internally created.
Ensure that HTML conforms to established
formatting and styles.
Make sure to approve offers with the Head of
Poker, give cost/impact assessments where
possible.
Give QA good notice and time to assess and
setup new promotions
Tips and Guidelines
Use a previous promotion page as a starting
point and reuse elements as much as possible
Use the elements listed above to enrich the
promotion and boost effectiveness
Avoid creating new elements that will require
web development support unless essential or
requested by management
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Figure 3 - Example Promotion Webpage
Figure 4 - Offer Landing Page (Displays Over Site)
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Emails Drafting the emails to raise awareness of the promotions is the primary communication channel
employed and forms the main part of your job.
It is essential to work continually to improve the effectiveness of your emails. We have three
primary templates:
Single Offer – focused on one message and action
Multiple Offer – newsletter format giving a choice of currently active promotions
Simple Reminder – optimised for delivery only (no images, minimal linking)
Step by Step
1. Draft the email in Dreamweaver
2. Select the most effective template for the task
3. Focus on clarity of message and call to action
4. Devote time to drafting the Subject Line and Preview line
5. Include personalisation as much as you can - %%firstname%% at a minimum.
6. Don’t forget that image alt text is important for mobile users
7. T&Cs link to the promotion page or a landing page
8. Once you are happy submit for design and translation
Rules
Ensure your message is compliant with the
CAP code
Include unsubscribe, T&Cs and regulation info
in ALL marketing communications
Use identity and promotion branding
consistent with other communication
channels.
Give content and design good time and as
much help/guidance as possible.
Tips and Guidelines
Use a previous email as a template and reuse
elements as much as possible
Focus on as simple a message as possible –
you have a matter of seconds
Review the effectiveness of your
communications once deployed and feedback
lessons
Consider A/B testing at least once a month.
Need Help?
You should consult with the Email Manager with any problems or concerns.
They can help you with advice and provide testing in tools such as Litmus.
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Figure 6 - Simple Reminder Email Template
Figure 7 - Single Offer Email Template Figure 5 - Multiple Offer Email Template
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Banners and In-Client Communication Communicating with the players through the client is of primary importance as you tap directly into
the experience of new players and active players. Bear in mind that a new client design is coming
soon.
1. Pop-Ins - an ideal way to highlight a key offer to players and maximise their playing
enjoyment in the current session
UPDATE WEEKLY
2. Pop-Outs – targeted at players who are ending their session (losers?) an ideal place to cross-
sell, engage players with unusual offers that might tempt them back
3. Bottom Banner Carousel
ENSURE ALL CURRENT PROMOTIONS ARE LISTED
4. Login Page – a great place to encourage players to make a deposit – so good to highlight the
welcome offer (for new players) and current headline missions (100k-free)
5. Client Landing page (home page) – highlight the product line
UPDATE WITH HOT AND NEW CASINO GAMES. Poker offering rarely updated.
6. Casino Games gallery
7. Inbox messages
8. Table messages
Figure 8 - NetBet Poker Lobby
3
5
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Figure 9 - Login Page Banner
Figure 10 - Pop-In Banner
Figure 11 - Pop-Out Banner
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Design and Localisation The agile project management tool Taiga is used to manage
workflow.
Effective briefing of Design and Content tasks will have a big
impact on your productivity and effectiveness.
Content
Step by Step
1. Create a NEW User Story in the CONTENT project for each task
2. Subject Line should contain all the key information
a. Product Name (NetBet Poker)
b. Task Descriptior (“100k-free” Email)
c. Required languages (EN, DE, FR, GR, RO, RU)
d. Deadline – provide a time if required otherwise it will be assumed to be the end of
that day (DD.MM.YY 00:00)
3. Always add tags to aid with filtering and tracking of tasks
a. Product (poker.netbet.com)
b. Language codes – the team will remove these as they work providing a quick and
easy progress check
c. DO NOT include the deadline here
4. Description / Brief – give as much information on what is required as possible
a. What the expected outcome is
b. Numbered Check List for each translator
c. Screengrab illustrations for tricky steps
d. Links to related tasks (use #345 to link directly within the project)
e. Links to original version or source promotion for reference
5. Attach source files to the task: make translators lives easier and remove the possibility for
errors by providing your draft files to download and work on.
6. Once complete assign to the Content Team leader who will process the task
Rules
Use a new task for each job, amending old
tasks leads to confusion.
You get what you put in – take the time to get
your brief right.
Monitor and respond to comments that may
ask for information/guidance.
Tips and Guidelines
Insert EN text into templates where possible
(especially emails) – if there is already a
translation PROVIDE IT
For updates – list the changes or used a
tracked word or google document
Use a shared google document for
simultaneous group working.
Need Help?
Speak to the Content Team leader with any concerns you might have and with urgent tasks.
Speak to the Project Manager with Taiga or procedural concerns.
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Design
Step by Step
1. Create an NEW Issue in the project Netbet.com for each design task
2. Subject to contain the key pieces of information
a. Must begin with the text [DESIGN]
b. Product (NetBet Poker)
c. Task Descrption (100k Email Images)
d. Deadline (DD.MM.YY)
3. Change from default type Bug > Design. Assign priority if relevant.
4. Always add tags to aid with filtering of tasks
a. Product (poker.netbet.com)
b. Task type (banner, email, web, product)
5. Description / Brief – give as much information on what is required as possible
a. Links to related tasks (use #345 to link directly to previous issues)
b. Asset Name and Specification
c. Required languages
d. Composition input (what you expect to see)
e. Copy (text)
6. Attach any source files and templates for reference
7. Assign to your designer for work to start.
8. Provide translations in a comment
Rules
Always list the number of required images
and translations as explicitly as possible.
Provide the source files yourself rather than
relying on the designer – this allows you to
have more input into what is required.
Try to keep revisions to a minimum – error
corrections only.
Tips and Guidelines
Be as descriptive as you can – if you don’t
have a clear idea say so but give your starting
thoughts.
Assign the task even before translations are
ready – work can start without them in most
cases.
Try to keep localisation of compositional
elements (imagery) to a minimum.
Development Development tasks should only be created with the authorisation of the Product Manager and
managed by the Project Manager.
Acceptable inputs into the process from you may be:
Technical specification
o Current behaviour/systems
o Data Sources
o Required Features
o Optional Features
o Expected Results
CMS customisations
Design Mockups
QA tools and procedures
Testing
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Deployment to Market Actually getting your work to the customers is done with the assistance of the QA department in
Romania. View them as your technical team who will setup and check your work whilst being 24/7
central point of contact for all stakeholders including third parties and customer service.
Request Emails The primary method of requesting tasks of QA is to email them. Make sure you CC the product
manager so they can keep an eye on your work. Give as much lead time as possible.
In the case of scheduled emails the QA agent will setup your email communication on IBM
Marketing Cloud then on the send date export the customer data manually and upload it to the
system.
Figure 12 - Example Setup Request
REMEMBER!
Make sure to list any bonuses offered in the
communication as a reminder that they must
be configured or tested
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Step by Step
1. Email your setup request to yourself and PROOF thoroughly before submitting to QA
2. Your email subject line should contain all the relevant information…
a. Product name (NetBet Poker)
b. Task description (PokerNews Email)
c. Task type (Email to Send)
d. Scheduled Date
3. Include the Target (as specified in the target document maintained by the Mailing
Department)
4. List all bonuses included in the communication – especially highlight those that require
setup tasks before it can be sent.
For Each Email Version
5. Message name
NBPKR_POKERNEWS_ALL_EN_251156
Product_EmailCategory_TargetSegment_Language_DateOfSend
6. Subject line – check personalisation is included and correctly formatted for the email system
(eg. %%firstname%%)
7. Link to the completed email template uploaded to the CMS archive
Once you have proofed your work
8. Submit to QA and CC the Email Manager, Product Manager and other stakeholders
9. Check test mails on receipt (can be a delay until QA has time)
Pay particular attention to features specific to the email system such as personalisation and
view online links
10. Provide any amendments with QA and approve once corrected tests have been received
11. You will receive confirmation from QA when the email sends listing the target sizes at the
time of send.
Tasks Managed by Request
Scheduled Emails (see above)
Pop-ins and Pop-outs
In-Box Messages
Poker Tournament Setup (submitted to Playtech/iPoker)
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Content Management (CMS) You have direct control of the web content so it is particularly important to check your work and
have the content team make changes where possible so that there is the opportunity for proofing
and testing.
In most cases you need to logout and login again for each language version (the exception is
managing promotions where there is a quick change feature). Also be aware that the CMS is tricky to
use/unfinished in some places.
Website Content Plugins
Promotions – the promotion pages and their appearance
Manage Offer landing page – landing pages for specific offers/emails
Carousel Management – schedule and target homepage carousel slides
Manage VIP – VIP club section
Manage Academy – academy section
Winners – edit details published automatically daily for recent winners
Client Content Plugins
Banner Images – the banners that appear in the poker software
Client Landing Page – the “homepage” shown to all players by default in the software
App Banner Images – banners for the NEW poker software (in development)
Email Template and Image Archive
Store your completed images and templates on the website for security and delivery
Images Uploader
Email Images Manager
Other Content Locations There are other places where there is content that we can control but do not have direct access. For
changes here we request them from other teams:
Help Centre and Cashier – these pages are in a different CMS
Content Translation System – where “keys” for commonly used translation terms are kept
for use on the website..
Fixed Web Content and Design – changes by request with development through the Project
Manager
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Figure 13 - CMS (Promotion Plugin)
Figure 14 - NetBet Help Centre Window
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Analysis The goal is to be data-driven. Your activity should be rooted in reporting and assessed through
metrics.
Beehive Your way to get insight into the business and assess the
effectiveness of campaigns.
Business Intel
Daily KPI Monitoring and Reporting
Top Performing Games
Top Players
Alerts
CRM
Campaign Manager and Labs
Playtech Reporting You should be able to get everything you need from Beehive but if you want specific details you can
go direct to the source…
Poker Admin – reporting on games
IMS – player information
Current Strategy
Situation
Looking at Beehive and the KPI's for November/December I feel we can make a few assertions:
High Churn - you might say DUH! (because it's gaming and we know this) but I think it's
crucial to remember that we constantly need to be focused on acquisition conversion
Reactivated Players aren't worth it - once you have lost them, it's very hard and costly to
bring them back, they also don't bring much revenue even if they do come back. Instead we
should be focusing on maximising revenue and retention of ACTIVE players
Be smart about Bonus Cost - we know players love free cash but the advent calendar in
December proved that even if you are super generous... they just take the money and
run. We need to be focused on rewarding and retaining the valuable players not bonus
hunters.
Acquisition Is Crucial – Director’s have clearly outlined that working with costly affiliates is
not sustainable.
We need to be clear that in regulated markets we can and must do a better job ourselves.
This is a case of working with the Acquisition Team to ensure we are pushing players into the
below conversion funnel in a cost effective manner. I feel we need to agree targets.
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Focus on Conversion and Activity
The opportunities are manifold and you have everything in place to make a big impact. I have
mapped them out in terms of an acquisition conversion funnel to illustrate...
Resulting Campaigns and Promotions
1. Mobile / New Website Launch
We need to make sure that Nathan's team are primed to capitalise on this and it is
promoted right to the player base.
2. New Welcome Offers and CRM Program
You need to update the welcome offer (bonus game, include side games: golden chips?) and
deploy a conversion/welcome campaign for new players.
3. March Poker Missions
The 100k-free offer usually does this job for us but without it we need a weekly mission to
reward active players.Use golden chips/dedicated promotions for Side Games.
4. Side Game Promotion
Use golden chips to reward side game play for active players
5. MTT Tournament Token Packages
Trial offering discounted packages of tokens for players to buy for an upcoming festival
(discount offset by non-redeemers or bonus cost). Based on performance consider offering
as part of the welcome campaign.
Aqusition
•Player Segment = RND/FUN
•KPI Metric: +Registrations
Conversion
•Player Segment = RND/FUN > NEW
•KPI Metrics: +FD (First Deposit) +Revenue
Monetization
•Player Segment = ACTIVE
•KPI Metric: +Revenue +LTV (Life Time Value)
REMEMBER!
You need to
keep the Bonus
Cost / Revenue
Ratio within
acceptable
limits
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Bonus Systems We strive to provide a seamless experience for players when it comes to offers, promotions and
bonuses. In order to create effective campaigns it is important to appreciate the limitations and
framework promotions must adhere…
Bonus Types
Tournament Entry Tokens – can be limited to a specific target tournament or set of
tournaments.
Must be used for stated value – tokens cannot be combined or split by the players
Cash – it goes without saying that we need to make sure that there are strong controls
against abuse here. The players want every bonus given as cash of course!
Reload Bonus Credit – bonus money that is released to cash as players earn loyalty points.
We set the rate at which it unlocks. Players have started to get wise to this and find it
frustrating.
Casino Free Play – cash that can only be used on side games. We specify a playthrough
(typically 50) and that only winnings can be withdrawn.
Free Spins – free spins for designated slots games.
Golden Chips – a new bonus type in development
NetPoints – loyalty points that players can spend in the VIP shop
Physical Gifts – can lead to eye-catching engaging campaigns but as an online operation we
try not to do them. The player always want the cash in their account anyway.
Award Systems
Playtech Remote ID – a play related bonus is credited by Playtech when triggered by us.
NetBet Cashier – a cash/balance related bonus is credited by the cashier system
Bonus Games – in reality they trigger a remote ID or cashier bonus. They are important to
list here as they provide unique opportunities.
Trigger
• EBS Missions
• CustomBonus Code
• Manual
• Cashier
• Beehive
Award System
• Playtech Remote Bonus ID
• NetBet Cashier
• Bonus Game (Snap Win, Advent Calendar)
Bonus Credited
• Token
• Cash
• "Reload" Bonus Credit
• Casino Free Play
• Golden Chips
• NetPoints
• Physical Gifts
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Trigger Sources
Manual Credit by QA – this kind of mass credit is time consuming and is best limited to “one-
off” offers
Example: Credit all REV players a €1 Twister Poker token when sending them an email
Cashier – hardcoded into the cashier. Automatic but challenging to update
Example: Welcome Bonuses
CustomBonus – our own tool that is capable of interpreting Playtech reporting to award
bonuses to any target
eg. Enter code ILOVEIPOPS and play three qualifiers. Receive a free token.
EBS Missions – Playtech’s system for rewarding players based on their POKER play. Side
Games are not included. We can setup our own missions.
eg. Get dealt AA in cash and receive a freeroll token
Beehive – our CRM system receives a daily dump of all the data from the game servers. Will
a little integration with the account system it should be able to email players based on their
behaviour and trigger a Playtech Remote ID
eg. Send all players who have over €100 in side game income a €10 in freeplay
Bonus System Notes
EBS Missions are by far the best way to raise awareness of an offer as they are listed in the
client and offer ways to trigger bonuses based on play.
Side Game play cannot be included in the Missions and so CustomBonus is best used for this
and deposit bonuses too
CustomBonus offers the ability to control cost by setting limits and by the fact that player
must opt-in and then redeem their bonus (redemption rates vary)
Custom Bonus Notes
1. Players enter a code to Opt-In in the Cashier > Bonus
2. Behaviour is tracked from Playtech reporting (can be a small delay)
3. Player can redeem their bonus that is immediately credited
4. Can choose from Tokens, Reload Bonus, Cash or assign a prize Randomly from a pool
(lottery)