Silverpop User Group: "A Mere Truffle"
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A MERE TRUFFLE Behind the Glasses July 10, 2012
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Couldn't make it to our DC User Group? Be sure to check out this presentation for a play-by-play discussion of how we utilized Silverpop to set up the A Mere Truffle site, which features website + Facebook + email integration.
Transcript of Silverpop User Group: "A Mere Truffle"
A MERE TRUFFLE Behind the Glasses
July 10, 2012
About Whereoware Online strategy, design, development + marketing The stats: • 12 years in the business • Work with B2B + B2C companies • Philosophy: targeted, personalized, automated
emails • Silverpop partner
• 2011 agency partner of the year • Worked with Silverpop for 7+ years • 40+ Silverpop clients
Twitter: @whereoware About me: Caitlin Kelly, Online Marketing Manager, 3 years of experience with Silverpop
Twitter: @Whereoware
“WE WANT TO DO THAT” Website + Facebook + email integration
Where to begin? Key steps we took: Planned the experience Set up database Created landing pages + web forms Put landing pages on website + Facebook Designed the emails Created the programs Tested, tested, tested!
Planned the experience
Our checklist Key steps we took: Planned the experience Set up database Created landing pages + web forms Put landing pages on website + Facebook Designed the emails Created the programs Tested, tested, tested!
Set up the database Non-keyed database: Created a database that does not have a sync ID
Benefits: • Collect data on a lead
before asking for identifying information
• You can still sync your data intake
Set up the database Non-keyed database: Created a database that does not have a sync ID
Benefits: • Collect data on a lead
before asking for identifying information
• You can still sync your data intake
Our checklist Key steps we took: Planned the experience Set up database Created landing pages + web forms Put landing pages on website + Facebook Designed the emails Created the programs Tested, tested, tested!
Web form overview
• Created all landing pages and forms in one site
• Used clickthrough to populate a form
• Applied CSS to forms to change the standard style
Created the ‘Favorite’ form Elements: • Progressive form • Dynamic
confirmation page • Linked to another
form
What is a progressive form? Defined: Form which presents visitors with a series of questions over time Goals: • To collect data from
visitors without overwhelming them
• To decrease form abandonment
Built a progressive form 1. Chose “Progressive” form type on
‘Manage Site’ tab
2. Arranged fields in the order we wanted them shown
2.
1.
Built a progressive form 3. Chose the number of fields we wanted shown each time
3.
What is a dynamic confirmation page? Defined: An automatically tailored exit message based off collected data
Options: • Create dynamic content
on the default confirmation page
• Redirect your form to another a new landing page with dynamic content
Dynamic content rules
Dynamic content snapshot
Dynamic content snapshot
Confirmation page redirect • Copy the URL
from your landing page + open your original form
• Select the ‘Submit’ button + update the action in Object Properties
Created the ‘Club’ form
Elements: • Social Sign-In • Contact matching
on ‘Email’ • Confirmation page
links to a ‘show all’ progressive form
Contact matched on ‘Email’ Even though we have a non-keyed database, we can still contact match, or sync, on the field of our choice
Progressive form: show all
1. Arranged questions in the appropriate order
2. Selected ‘All’ to ensure the complete form filled out
1.
2.
Our checklist Key steps we took: Planned the experience Set up database Created landing pages + web forms Put landing pages on website + Facebook Designed the emails Created the programs Tested, tested, tested!
Added our forms to the website
Form code is provided in Standard Web Form Properties We chose to post our forms via an iframe
1.
2.
Added our forms to the website Screenshot of the website’s CMS editor with the iframe
Put our forms on Facebook Screenshot of the website’s CMS editor with the iframe
Put our forms on Facebook • Searched for Static HTML on Facebook and went to the
app • Clicked ‘Add Static HTML to Page.’ Once it was installed,
we pasted the iframe code into the public content section.
Our checklist Key steps we took: Planned the experience Set up database Created landing pages + web forms Put landing pages on website + Facebook Designed the emails Created the programs Tested, tested, tested!
Created the Welcome email Dynamic content criteria: [Favorite Chocolate] contains Dark
DYNAMIC RECIPE NAME
DYNAMIC BACKGROUND
DYNAMIC TWITTER TEXT
Dynamic Share-to-Twitter text
twitter.com/share?text=Check out my new dark chocolate recipe from @AMereTruffle&url=http://www.ameretruffle.com/darkchocolate.aspx
Created a Share-to-Twitter URL + used the links in dynamic content
Our checklist Key steps we took: Planned the experience Set up database Created landing pages + web forms Put landing pages on website + Facebook Designed the emails Created the programs Tested, tested, tested!
Created Welcome program
Defined: email sent X number of hours/days after a visitor signs up for your website/ email list Our set-up: Behavior trigger campaign off form submission
Checked + configured program Execution Plan: one send, for quick execution Recommend setting up follow-up campaign
Our checklist Key steps we took: Planned the experience Set up database Created landing pages + web forms Put landing pages on website + Facebook Designed the emails Created the programs Tested, tested, tested!
Tested, tested, tested!
Key takeaways
Silverpop has powerful features Integrate the website +
Facebook + email experience Data is key Start off small Test, Test, Test
Comments + questions
Slides available at: www.slideshare.net/whereoware
Caitlin Kelly [email protected] 703-889-1214
GET IN TOUCH
MORE INFO
Website: www.whereoware.com Twitter: @whereoware Facebook: www.facebook.com/whereoware Blog: www.whereoware.com/blog
