Joel Book Peels Pack the Pages of Effective Cross-Channel CRM at AZIMA Event

Guest Post by: Liam O’Mahoney

With all of the mobile, social and email activities consuming the marketing efforts of organizations in the B2B and B2C spaces, Joel Book of ExactTarget brought all of the planning, executing and evaluating together in weaving a concise web of how to manage cross-channel marketing and cultivate a more fulfilling customer life cycle of engagement.

Before a turnout of 100 attendees at the Feb, 16 AZIMA event, Book dove into research, reflections and the results of two case studies to portray how a proper CRM methodology should work. Essentially, given the “33 Flavors” of available channels (remember that Springsteen song “57 Channels and There’s Nothin’ On?), the key to attracting, engaging and serving customers is constantly delivering personal, relevant and timelyinformation while also respecting their boundaries. He cited the campaigns of Pei Wei and Volvo Construction Equipment for their successful database development, targeted customer engagement and very high redemption percentages.

For you academics out there, the thematic six-step disciplinary progression chart for a robust Cross-Channel CRM campaign consists of the following:

Acquire -> Engage -> Convert -> Serve -> Grow -> Retain (Brand Ambassador status!)

Book pointed to a major disconnect that often exists between the web content management department and the business development / customer engagement teams. Lead generation suffers dramatically when the call to action isn’t immediately visible or definable on the home page for the sake of being aligned with the needed data to initiate the customer relationship and nurture the engagement life cycle. The “Lead Management Workflow” relies on two factors – the speed of the response to an initial customer request (should arrive within 24 hours of receiving contact information) and delivering quality and qualified information into the hands of local dealers, agents or representatives.

He emphasized the importance of organizations having the courage to experiment with their data, the digital media tools and their methods of acquisition and measurement to develop the right formula that will work for their particular customer service objectives. He closed with the thought that social media is not the End Game, but is rather a step in the Cross-Channel CRM cycle of capturing emails and consistently following through on personalizing customer needs and interests. He summed up his presentation with the mantra that “Serving is the New Selling” on the quest to nurture a successful customer life cycle with data integration and marketing automation.

Joel Book’s Overarching Principles for Effective CCM & CRM

  1. Develop a customer engagement strategy – have a campaign management process.
  2. Maintain customer data integration and centralization –  ensure engagement at every stage of the life cycle.
  3. Marketing automation – have web and sales/service teams aligned to sustain the life cycle.

Key Takeaway Notes:

  1. In 1990, one television spot on the three major networks could disseminate its message to reach 80 percent of households across the United States. Today, it would take 20 messaging channels to attain that same figure. (Read: massive media fragmentation!)
  2. The ROI ratio of cross-channel marketing is $41 of revenue for every $1 invested.
  3. Organizations should regularly harvest referrals, opinions, evaluations, word of mouth (earned social media) to augment the lead management workflow and assist product distributors and sales representatives in the field.
  4. It is essential to have comprehensive CRM software for data cleansing and lead scoring to support the lead management workflow.
  5. According to a Forrester study, 30 percent of customers will start their purchase decision-making at an organization’s home page and 27 percent at a brand page.
  6. 58 percent of customers begin purchase process with search and 46 percent combine social media and search.
  7. The most effective CRM software should analyze customer activity points and frequency to calculate a rank profile and likelihood to buy.
  8. By 2015, 71 percent of sales leads are expected to originate through a corporate website.
  9. There is no such thing as a singe-channel consumer!
  10. CRM programs should embrace the Zappos model that service is the anchor of selling.

This post is a reprint of an original post shared by AZIMA member Liam O’Mahoney. Read the original post on Customer Relationship Management on Liam’s blog.

Newspapers Vs. Mobile Media

Back in the early 90’s newspapers dominated the coveted field of advertising,displaying visual print ads at a fraction of the cost of television.

In the two decades that have followed many major cities have seen the demise of the dailies replaced by interactive social media and the rise of  mobile apps for Smartphones.

According to Emarketer’s, Noah Elkin ,mobile advertising is on track  to lead the once crowded field of traditional media radio, TV, newspapers, magazines.

“Total mobile advertising spending (which includes ads on cellphones, smart phones like the BlackBerry and tablet devices like the iPad) in 2010, according to projections from eMarketer, will reach $743 million, a 79{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} increase over 2009.”. “Mobile Advertising and Marketing: Past the Tipping Point.”

Will newspaper ads go into the media vault of yesteryear(think BetaMax tapes, VHS,tapes in general)?

Not at the moment as products and services will continue to appear in Sunday newspapers and  supplements, however as the Nielsen Company observes

“ Nearly all adults in the U.S. now have cellphones, with one in four having smartphones, pocket-sized

devices more powerful than the computers initially used to send men to the moon.”

“The State of Mobile Apps.”

But just as the past is a memory, the future of social and mobile media is now and surviving newspapers must make the switch to digital or face being placed on the endangered species list.

Guest Post By: Joanne Levin a marketing pro in targeted strategy,research and website content. Effective and essential marketing is her focus.

AZIMA October: Massive growth in mobile device usage and advertising

Mobile usage is already far ahead of comparative desktop growth a decade ago. That’s one of the insights gleaned from this week’s AZIMA monthly event featuring guest speaker Devin Anderson, Google Mobile Account Executive.

Nearly 100 members of the Arizona Interactive Marketing Association gathered to hear Anderson disperse such tasty nuggets of tech-geek goodness like:

  • About 925,000 mobile devices are activated every day
  • Mobile-specific adwords campaigns have seen click-through rate increases up to 11.5{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903}
  • Retailers with optimized mobile sites are increasing customer engagement by 85{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903}
  • 61{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} of users will not return to your site if it is not mobile enabled

Clearly, the theme running through the 45 minute presentation was to mobilize your web site, if you haven’t already. Anderson provided several tips to AZIMA members to do just that, including keeping the layout simple; design for thumbs, not mouse clicks; prioritize your content; use uniquely mobile features, and make it easy to convert.

Among the AZIMA members attending included interactive marketers from Vertical Measures, Mint Social, Empire Cat, Gannett Local and other Valley marketing companies. Anderson’s talk is just one of the benefits to members and guests that AZIMA brings to the Valley’s Interactive marketing world every month.

Every month, AZIMA brings a guest speaker to offer new insights and challenges to some of the best interactive marketers. To find out more about becoming a member or reaching this targeted tech-driven audience, contact our board members to learn about exciting opportunities for 2012.

“How to Reach the Hispanic Market Online” – A Presentation by Kelly McDonald

Kelly McDonald, author of award-winning, best-seller, How to Market to People Not Like You: “Know It or Blow It” Rules for Reaching Diverse Customers and president of McDonald Marketing, presented at the September Arizona Interactive Marketing Association (AZIMA) social event this week.  As a specialist in multi-cultural and diversity marketing, her presentation, “Relating, not Translating: How to Reach the Hispanic Market Online, Today and Tomorrow” was data-driven, witty, and incredibly impactful.  Kelly spoke to the “size of the prize” of the Hispanic market, presented a model for understanding the different mindsets of the Latino population (or any immigrant population), and highlighted the importance of connecting to your target market in ways that matter to them.

Why is the Hispanic Market important?

Latinos are the fastest growing minority group in the United States. 1 in 4 children are Latino, 1 in 6 U.S. residents are Latino, and by 2020 that statistic is expected to be 1 in 5.  There are over 50.5 million Latinos in the U.S. – that’s more Canadians than there are in Canada – and that makes the U.S. the second largest Hispanic country in the world (Mexico is #1).

Latinos are early adopters of technology, highly engaged online, and active mobile users – according to Kelly, 25{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} of 1st generation iPhone purchases were made by Latinos, and Hispanics make up the largest percentage of users of MySpace and Facebook.  However, Hispanic social media usage is different from non-Hispanic usage in that they are more likely to:

  • Engage in social media for personal use rather than business
  • Use social media to reach out to extended family or communicate with friends they know, rather than building networks of new people
  • Need an effective and affordable way to communicate with family in different countries

So how do you get started?

Understanding Acculturation vs. Assimilation

According to Kelly, one of the biggest mistakes companies make when marketing to Hispanics is to assume that they’re all just one big group of Spanish-speaking people.  There are Hispanic people from many different countries, with their own customs and traditions, but there’s more to it than that.  Successful living in a foreign culture is often more about acculturation (acquiring a 2nd culture) than assimilation (forfeiting one’s culture and taking on another).

In her presentation, Kelly went over her trademarked “Latino Acculturation Stratification” model, which breaks out Latino U.S. residents into four groups based upon how long they and their family have been in the U.S., their language abilities, and other factors related to their history, their preferences, and how they identify themselves.  Each of these groups hold different values, and you should consider how they would prefer you to engage with them (like you would with any market or demographic).  Don’t just consider the demographics though, think about the psychographics – what are they interested in and what matters to them?

How do you connect with Hispanics?

  • First of all – try doing it in their language.  Many Hispanics don’t speak English at all, but even those that do often prefer to speak Spanish.  This is especially critical for the more complex offerings, like financial, real estate, and insurance transactions, which include contracts, legal obligations and other fine details which may get lost in translation.
  • Consider including additional content for your Hispanic market.  But translating is not enough.  Kelly discussed the importance of building different content (including images, copy, color, etc.) and sending messages that are relevant to your audience and what’s important to them – their values.  In her book, she goes into the difference between translation and transcreation.  Basically, make sure you’re not just translating your English copy word-for-word.  Ideally, work with a marketing agency that understands Hispanic marketing to create culturally-relevant messages in Spanish. However, if you don’t have the budget to hire an agency to create new content, at least simplify your copy before translation – remove idioms or turns-of-phrase and use language that leaves no room for interpretation.
  • Next, make sure your company is prepared to do business in Spanish.  Have at least one employee who can provide friendly and helpful customer service in Spanish.  Post signage in Spanish.  Record a voicemail in Spanish, or offer a separate number for Hispanic customers.  Prepare your office or store to accommodate your customers and their family – Hispanic families often make decisions together and run errands as a family – offer treats or toys for children, or even just extra seating.

In case it wasn’t plainly evident, Kelly McDonald is a wealth of information and insight when it comes to multi-cultural marketing, and her presentation at the September AZIMA social event was an eye-opener. Read her book – you’ll learn about more than just demographics and cultural differences; you’ll learn how to pay attention, listen to your consumers’ needs, and make better connections with everyone around you.

Guest Post By:

Jen Cykman is a Web Analyst at Cardinal Path, a premier Digital Intelligence and Optimization firm, with offices throughout North America. It has received two WAA Achievement nominations, and features some of the top minds in the Digital Intelligence community. Jen specializes in SEO and web analytics, with a passion for content and user experience.  Find her on LinkedIn.

Largest Social Media Event Focused on Business in Arizona – SMAZ5 10-7-11

SMAZ – Social Media AZ (Social Media for Businesses in Arizona)

Want to learn about Social Media and Digital Marketing focused on business? This is the event you should attend! RSVP Today! 

A business focused event designed to help businesses understand, improve and learn about Digital Marketing, with a Social Media focus. Covering Social Media, Search, Mobile and more. Learn from Industry Experts and Corporations that are well versed in using Social Media to reach and support their clients.

Presenters range from Fortune 200 executives to Social Media authors and SEM architects with years of experience willing to share the challenges and rewards of implementing internal and external Social media strategies. Learn policies, processes, tool sets, and monitoring techniques from the experts. Bring your questions and meet the right people.

  • Why join us? Focus on Real World experiences!
  • Learn from and meet the best in the business!
  • Mobile, video, search, social, measurement, and more.

The major Digital Agencies will all be there. Everything from the 101 session, Small / Medium Business to Enterprise. Join our panel of experts in a comfortable environment allowing for direct interaction.

  • Ask questions that are pertinent to your organization
  • Hear and see how other companies are approaching Social Media, the challenges and successes.
  • Case Studies will be emphasized, real world information!
  • What tools are being using?
  • How do you measure success?
  • How do you convince your management?
  • What questions do you need to ask to be successful?
  • How to address corporate policies around Social Media?

Meet others with similar goals and make new connections. Oh and there’s some great food too. Exceptional prizes are being given away as well!

For additional information please go to: (Use #SMAZ on Twitter: SMAZ conversations on Twitter)

Please visit and thank our sponsors:


KEO Marketing

Vertical Measures

City of Tempe


Mint Social (Social Media Marketing Company)


Black Dog Promotions


The Kelly Law Firm

aloft Hotel Tempe

Madcap Theater


Our partner associations:

Business Marketing Association (BMA)

Public Relations Society of America (PRSA)

Social Media Club (SMC)

Arizona Interactive Marketing Association(AZIMA)

Search Engine Marketing Professionals Organization Arizona (SEMPO)

Location: 730 S. Mill Ave Tempe, 85281

Date: Friday, October 07, 2011 from 9:00 AM to 4:00 PM (MT)

Register TODAY!

August Event Recap – Social Media Advice with Neal Schaffer

AZIMA Neal Schaffer Meeting

The August AZIMA event featured guest speaker Neal Schaffer of WindMill Networking and author of Maximizing LinkedIn for Sales & Social Media Marketing, who spoke about the power of social media, and in particular LinkedIn, to drive results for your company and your career. Neal reinforced the importance of businesses needing to not only participate in social media, but embrace it throughout their organization. A few years ago, social media was viewed as a fad – but now its here to stay. According to Neal, more time is spent online than watching TV, especially among 45-54 year olds, so it’s critical we shift our marketing focus there accordingly.

Neal broke down social media strategy into something easy to understand and act upon. According to Neal, the average marketer or company goes through three stages of understanding social media:

  • It’s scary and has no ROI – let’s ignore it.
  • Maybe we should consider it – after all, other companies are doing it, maybe even our competitors!
  • How can we do more social media? Social is great, lets do more!

Once marketers move to third stage and have fully embraced social media, Neal recommends the PDCA approach. What’s that, you ask?

  • Plan – plan your strategy & define your goals
  • Do – execute your plan
  • Check – monitor your results
  • Act – revise your plan based on the results you checked

In the end, you’ll realize just how critical the role of a social media marketer is. Neal believes its so important a community manager should truly be a 6 figure job!

Neal also shared some tips for LinkedIn with the audience – Neal was one of the earliest adopters of LinkedIn and known as one of the original “LinkedIn Lions.” He was part of the open networking movement and built his connections to be as large as possible, generating tons of business leads, consulting gigs and job prospects. Neal encourages marketers to be open & connect with each other on LinkedIn as a great way to generate leads and connect with others.

Arnie Kuenn

In addition to the presentation and usual networking hour, we gave away a free Kindle to one lucky attendee, as well as a few copies of Arnie Kuenn’s new book, Accelerate!, which just debuted recently on Amazon and can be purchased here.

Thanks to all that attended!

Sending Users to Communities vs. Creating Communities

In April, I went to a workshop held in Boulder, Colorado titled “Making Digital Work”. The main theme of the workshop was that marketers should be creating communities around, and improving how communities use, products and services.

It makes sense. People want to be connected and can often be associated through a brand. The majority of brands accomplish this by asking for ‘Likes’ and running some kind of promotion through Facebook, Twitter and a host of other big-name communities.

While this creates many opportunities to interact with a subsection of users, this grouping of communities with third parties (Facebook, Twitter, etc.) can also defragment what should be a whole community under a brand. Rather than always sending users to these others platforms when in need of social integration, why not look at how user communities can be kept together as well as add features to brands, products and services?

Creating a community that adds to your product or service

Garmin is an excellent example of this. Garmin had a similar social setup to most companies. They have Twitter, Facebook, YouTube, Flickr and a blog. But, their users were split into these communities and their product wasn’t getting better for it. So, Garmin developed a social experience — Garmin Connect — that fit the culture of their community as well as extended the benefits of their products.

Garmin Connect is an entire social platform for the outdoorsy Garmin GPS users. With a Garmin GPS, walking, biking, running and hiking routes can be uploaded and shared with other users. If a user is looking for a change of scenery or in an unfamiliar location, the user could access Garmin Connect to browse and download routes according to the activity, distance, elevation and time needed to complete. Users can also share and track workout goals and analytics. To date, Garmin Connect users have logged more than 1.15 billion miles.

What’s can be learned from this? While a proprietary social network can’t always be developed for a brand, product or service — it’s important to think about how user communities can stay intact while improving whatever it is being sold. If there’s a culture behind a brand, product or service, make a better way for that culture to get together — even if it doesn’t fit within the confines of popular existing social platforms.

Guest Post By: Scott Rostohar Lost Creature (formerly Dojo Collective) | Copywriter for Apollo Group

Intrigued by technology, passionate about the phoenix creative community and plagued by the blank page.


Attend the next AZIMA Event Featuring Neal Schaffer

Social media is all the rage lately.  There’s Twitter, Facebook, LinkedIn, Foursquare, Google+ and more.  Individuals, businesses and other organizations, use these platforms and there is a different strategy (or lack there of) for each user type.

Everyday social media users use these platforms to network with likeminded individuals, keep up with friends and family, make professional connections and more. The possibilities are truly endless.

But how can the businesses and other organizations make lasting impressions on users who participate for personal reasons?  By being genuine, transparent and real.  Businesses and brands win over social media users when the brand personality is consistent across all channels – especially social media networks.

Businesses are give an opportunity to connect with customers on a very personal level through social networks, but many fall short or miss the point completely. And you don’t want to be one of those businesses.

That’s where Neal Schaffer comes in.Neal Schaffer

Schaffer is an internationally recognized speaker on social media and President of Windmills Marketing, a social media marketing strategic consultancy.  Schaffer helps businesses of all sizes and industries with their social media strategy and implementation, and he will be sharing the secrets of social media strategy at AZIMA’s August event.

Join us as Schaffer shares how businesses can begin go create a social media strategy.  Learn which people in your company should be involved in social media, as well as how to decide what networks are important for your business to participate on.

Here are the details:

Business Social Media Strategy: From Blogs to Tweeting, How & Why

Speaker: Neal Schaffer

Event Location: Scottsdale Hilton (6333 N. Scottsdale Rd., Scottsdale, AZ 85250) A light dinner, and one drink is included.

Time: Doors open at 6:00 p.m. for networking. Dinner served at 6:45 p.m. and presentation will begin at 7:00 p.m.


Student $25 (Enter “STUDENT” promo code)

Members $35 (Enter “AZIMAMEMBER” promo code

Non- Members $45

At the door $55

Register today!

Prizes, Prizes and More Prizes!

Each and every month, we, the Arizona Interactive Marketing Association have the opportunity to award our growing membership base with fabulous discounts and amazing prizes that are supplied by our supportive sponsors.  This month, Cox Communications donated an iPod touch, which has been awarded to long time AZIMA member Eric Keosky-Smith.

As if that one amazing gift wasn’t enough for the month of July, AZIMA has also selected two random names from the roster of attendees of the last social event hosted on July 12th to award with free platinum passes to upcoming event SES San Francisco Conference and Expo on August 15- 19, 2011. This annual event, in its’ 13th year draws thousands of marketers and agency professionals and focuses on education (no sales pitches!). They’ll cover Search Marketing (including SEO, PPC management & Social Media), keyword research, local advertising, mobile engagement, link building, duplicate content, multiple site issues, online video, site optimization and usability. It’ll include high-level strategy, keynotes, an expo floor with 100+ companies, networking events, parties and more.  Congratulations to AZIMA members Liam O’Mahoney and Martin Zwilling who will receive these platinum passes valued at $2,995 courtesy of the Arizona Interactive Marketing Association and it’s partner SES!

These winners will attend the conference along with at least two AZIMA Board of Directors, Arnie Kuenn, past President and Advisor who is slated to speak at the event and Jason Grovert, the Board’s Website & Technology Co-Chair.  All other AZIMA members and even occasional AZIMA supporters and friends can attend the event at 20{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} discounted rate using the promo code ‘20AZM’

Don’t worry, though. If you weren’t one of the lucky winners to this give-away there is still plenty of time left to be included in the many random member give-aways and contest that AZIMA has planned this year! Attend the August 9th, event featuring Neal Schaffer discussing Social Media Strategy for Business and be an AZIMA member and you’ll be automatically included in the pool to receive a brand new Kindle courtesy of AZIMA and Cox Communications. One lucky winner will be chosen just after the event. Good luck to you!

July Event Recap: Getting the Dish on Social Media for Restaurants!

The AZIMA Panel Discusses Social Media Marketing for Restaurants

The AZIMA Panel Discusses Social Media Marketing for Restaurants

July’s AZIMA event “Serving it Up with Social Media” was full of delicious stories about what it’s like to do social media marketing for restaurants. We got to hear from the perspective of national chains like Chipotle and PF Chang’s & Pei Wei, as well as from a local perspective of the acclaimed Phoenix restaurant Beckett’s Table. The discussion was moderated by Ty Largo, a food blogger & marketer of restaurants & hospitality at UP Agency, so we really got to enjoy a discussion full of expertise & knowledge! We also demoed an exciting new app called Chatterplug during the presentation, which allowed attendees to review the event in real time – which tied in nicely to our discussion of online review sites & getting feedback from guests!

What ensued was a great discussion where the three panelists shared stories on what they’ve found works well – and what doesn’t – to connect with their customers with social media. While all panelists agreed that social media can’t replace the importance of one on one interaction, and social media metrics can’t track mojo or the ROI on a smile, they all found social media to be incredibly effective & important to connect with their guests and spread the word about their latest dishes & promotions.

Chef Justin Beckett (@BeckettsTable) is not only a chef, but also the social media voice of Beckett’s Table, creating all of the Tweets & Facebook shares his guests enjoy himself. He finds that people react most favorably to pictures of the food, and he often posts pictures of the daily special, or even before and after pictures of the ingredients and the final dish. He joked that “Every time I post a picture of heirloom tomatoes, people go crazy!” in response to learning what kind of posts get the best interaction.

Chipotle (@ChipotleTweets) connects with their local branch managers to ask questions like: Who are your customers? What do you want to do to connect with them better?  to help identify new marketing initiatives that will help them connect better with their various local markets. They also try to identify brand ambassadors and reach out to them for ideas & inspiration (in exchange for burritos, of course!), and are launching a new program where the local staff & managers can invite loyal customers to receive special perks & rewards. Making local connections is a big part of their social media approach.

PF Chang’s (@PFChangs) & Pei Wei (@PeiWei) reply to every tweet and try to connect with as many of their fans as possible, which is impressive for a national chain with over 20,000 followers on Twitter and almost 250,000 fans on Facebook! They find that coupons, such as the free lettuce wraps coupon that is currently on their Facebook page, are very effective at driving people to the stores through social media. They find that “one page, one message” is best when it comes to managing multiple locations so that they can control the voice and make sure no well-intentioned but perhaps less-skilled restaurants are posting updates like “nom nom nom nom nom.”

What was interesting was that all three restaurants  – PF Chang’s, Chipotle & Beckett’s Table – had just one person who was doing the heavy lifting of social media, and they all admit it’s no easy task and still playing catch-up on some social media fronts! Despite the challenges, you could tell that all three panelists really enjoyed their job and had a lot of passion for what they do, which was inspiring to restaurateurs and marketers alike.

And of course, all of that talk about food sure made the crowd hungry, but not to worry as Chipotle & PF Chang’s handed out coupons for free burritos & lettuce wraps, respectively, to everyone in attendance!

Event Photo Credit: Mark Goldstein