{"id":13980,"date":"2022-02-16T18:55:06","date_gmt":"2022-02-16T18:55:06","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/16\/how-public-com-used-personalized-cross-channel-engagement-to-double-attendance-at-live-events\/"},"modified":"2022-02-16T18:55:06","modified_gmt":"2022-02-16T18:55:06","slug":"how-public-com-used-personalized-cross-channel-engagement-to-double-attendance-at-live-events","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/16\/how-public-com-used-personalized-cross-channel-engagement-to-double-attendance-at-live-events\/","title":{"rendered":"How Public.com used personalized cross-channel engagement to double attendance at live events"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\" loading=\"lazy\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div itemprop=\"articleBody\"><noscript><img loading=\"lazy\" decoding=\"async\" width=\"624\" height=\"351\" src=\"https:\/\/lh4.googleusercontent.com\/sPgGNEAxcT82s3Wr3hpcXPHtPqR6__iQCtOo-16owyjq3w-dVl_B9fJP-VQWp3KPPZvs0v1sTWCBq-KmiHw5p9SBn2sU1JxT2Z1-5FANbVOQ7Z5Grm9PH01o-G_Fb-g762AIlDcrM-WFx4xkfGE\" loading=\"lazy\" alt=\"Graphical user interface, application  Description automatically generated\"\/><\/noscript><img loading=\"lazy\" decoding=\"async\" class=\"lazyload\" width=\"624\" height=\"351\" src=\"https:\/\/lh4.googleusercontent.com\/sPgGNEAxcT82s3Wr3hpcXPHtPqR6__iQCtOo-16owyjq3w-dVl_B9fJP-VQWp3KPPZvs0v1sTWCBq-KmiHw5p9SBn2sU1JxT2Z1-5FANbVOQ7Z5Grm9PH01o-G_Fb-g762AIlDcrM-WFx4xkfGE\" loading=\"lazy\" alt=\"Graphical user interface, application  Description automatically generated\"\/><\/p>\n<p><em>Example of a Public Live event. Image provided by Public<\/em><\/p>\n<p>Public.com is an early-stage company that wants to help people become better investors.\u00a0They do this by delivering personalized content and education to their community of over a million members who use the platform to connect with friends, follow companies, and build confidence in investing.<\/p>\n<p>As their investment in content and features designed to educate and inform their members grew, they realized they had a bigger need to make their app content more discoverable. \u201cIt was a need that grew as we realized that delivering our content to relevant members was going to create the most value for both us and our user base,\u201d said Katie Perry, Public\u2019s VP of Marketing.<\/p>\n<h2 id=\"h-building-different-experiences\">Building different experiences<\/h2>\n<p>Founded in 2017, Public\u2019s goal is to help their members build a diverse portfolio of stocks by providing content and education that makes them better investors over time.\u00a0<\/p>\n<p>In May 2021, they launched Public Live, a feature that integrates live audio into the Public app experience. Users receive push notifications to join Public Live events which cover relevant topics based on user behavior and other data.<\/p>\n<p>Perry explained that Public uses real-time customer interactions and other information to alert users about Public Live events that may be of interest to them.<\/p>\n<p>\u201cAlphabet, Google\u2019s parent company announced they\u2019re doing a stock split this week, so we might use\u00a0 Public Live to do a 30-minute breakdown of what\u2019s happening with Alphabet. What\u2019s the stock split? What are the implications? Since we\u2019re investing in that content and that experience, we want to make sure that it surfaces to our app users who own Google stock. As we added content and features to the app, being able to reach people in more sophisticated ways was a need that grew.\u201d<\/p>\n<h2 id=\"h-a-personalized-customer-engagement-approach\">A personalized customer engagement approach<\/h2>\n<p>Public\u2019s Lifecycle Marketing team drove the search for a technology that could surface relevant content to their app users in real time. They partnered with customer engagement platform Braze that offers a strongly multi-channel approach to personalization that includes mobile, web, email, and SMS.<\/p>\n<p>Braze aims to enable businesses to ingest and process customer data in real time, then orchestrate and optimize contextually relevant, cross-channel marketing campaigns.\u00a0Although Perry was not part of the group that selected and implemented Braze, she worked with her editorial team to fully onboard the tool with her content approach.\u00a0<\/p>\n<p>\u201cFor me, it was helpful to understand what Braze\u2019s capabilities were so that I could help advise on how to make sure we are reaching the most relevant people,\u201d Perry explained. \u201cThat meant asking those questions; how does that work? how do we surface messages? how do we find those groups? These were conversations that our editorial and lifecycle teams worked on together.\u201d<\/p>\n<p>Public is a free app with a growing community of investors that leverages social and engagement features. This differentiates it from other investment information sources. A portion of Public\u2019s community actively invests, but many people are there just to learn.\u00a0<\/p>\n<p>\u201cIt\u2019s really not about giving exclusive content to people who pay,\u201d said Perry. \u201cIt\u2019s about matching the topics that we\u2019re covering from an editorial angle to the right people.\u201d<\/p>\n<p>Public looks at what\u2019s going on in the stock market and parses relevant business news to identify meaningful educational moments for its users. Perry\u2019s team creates relevant content and live events that resonate with users based on their profiles and interests. \u201cThrough the experience of talking through a real-life event, people can learn,\u201d said Perry.<\/p>\n<p>Perry\u2019s team is focused on defining relevant topics and moments like town halls and Public Live events. They create the content independently and then work with the Lifecycle Team to figure out which members will find the content valuable.\u00a0<\/p>\n<p>\u201cObviously, people who own certain stocks will be interested in certain events. Let\u2019s say you invest in one electric vehicle Company like Tesla, you might be interested in Rivian which has an IPO that\u2019s either rumored or happening. That might be an interesting session for you to attend because you\u2019ve demonstrated interest in the electric vehicle category,\u201d said Perry.<\/p>\n<figure class=\"wp-block-image\"><noscript><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/r4VEVRWY04ADUJO5ZZmCwtVJBcFG9mPrpVXFFsiMnn8pIK81ZzLnvoEwaS-dcTwzBcQCEMdz5j1Vq2315xtDmdQKG8JIkbWDzsQux2NW405Hspjc14vEGMlZ-zxNVQJTXh6n-ExIX8Bbpzr3WEg\" loading=\"lazy\" alt=\"Graphical user interface, text, application, chat or text message, Teams  Description automatically generated\"\/><\/noscript><img decoding=\"async\" class=\"lazyload\" src=\"https:\/\/lh5.googleusercontent.com\/r4VEVRWY04ADUJO5ZZmCwtVJBcFG9mPrpVXFFsiMnn8pIK81ZzLnvoEwaS-dcTwzBcQCEMdz5j1Vq2315xtDmdQKG8JIkbWDzsQux2NW405Hspjc14vEGMlZ-zxNVQJTXh6n-ExIX8Bbpzr3WEg\" loading=\"lazy\" alt=\"Graphical user interface, text, application, chat or text message, Teams  Description automatically generated\"\/><\/figure>\n<p><em>Public Town Hall with ARK CEO Cathie Wood. Image provided by Public<\/em><\/p>\n<p>Unlike other investment information companies, Public does not make money on trading volume. The company is VC-backed and makes money in a variety of ways, including via optional tipping. Public\u2019s users have the option to add a tip to their trade to help support Public\u2019s free services.\u00a0<\/p>\n<p>Public also makes money in other ways including interest on cash balances and markups on cryptocurrency transactions. They are completely transparent about their business model which is <a href=\"https:\/\/public.com\/learn\/how-does-public-make-money\">posted on their website<\/a>.<\/p>\n<p><strong><em>Read next: More case studies from Jacqueline Dooley<\/em><\/strong><\/p>\n<h2 id=\"h-creating-a-growing-audience-of-engaged-users\">Creating a growing audience of engaged users<\/h2>\n<p>Public is a fast-growing company in a very competitive space. After implementing Braze\u2019s solution, Public saw the engagement double in their Public Live audio shows. They also saw a 40% increase in participation in their town hall events.<\/p>\n<p>Said Perry, \u201cIt\u2019s about connecting people with the content that is out there already that they might not even know about and the content that we\u2019re producing ourselves. One thing we do a lot \u2014 and Braze is part of that \u2014 is using the technology to get key learnings. We use metrics to understand what topics are really popular and that helps inform our content strategy.\u201d<\/p>\n<p>Perry advises companies who are interested in using customer engagement technology to start early in the process of content creation so that the tool helps inform the content strategy.\u00a0<\/p>\n<p>\u201cWe start early on,\u201d explained Perry. \u201cFor example, we didn\u2019t know how our shows on very complex crypto topics and blockchain were going to perform, but they\u2019re some of our most popular shows. We\u2019ve since added a recurring show on crypto topics. Using this technology to reach the right people and then looking at the data and capturing actionable insights can inform your content strategy. It\u2019s a virtuous cycle.\u201d<\/p>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\"\/>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center\">\n<div class=\"col-12 col-lg-3 col-xl-4 pe-md-0 pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get the daily newsletter digital marketers rely on.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\"\/>\n<hr\/>\n<div class=\"about-author\">\n<h3>About The Author<\/h3>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3\">\n<div class=\"avatar\"> <noscript><img decoding=\"async\" class=\"img-fluid\" src=\"https:\/\/martech.org\/images\/authors\/KimDavis-lg.jpg\" loading=\"lazy\"\/><\/noscript><img decoding=\"async\" class=\"lazyload img-fluid\" src=\"https:\/\/martech.org\/images\/authors\/KimDavis-lg.jpg\" loading=\"lazy\"\/><\/div>\n<\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\"> Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.  He first wrote about marketing technology as editor of Haymarket\u2019s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.  Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/martech.org\/how-public-com-used-personalized-cross-channel-engagement-to-double-attendance-at-live-events\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Example of a Public Live event. Image provided by Public Public.com is an early-stage company that wants to help people become better investors.\u00a0They do this&#8230;<\/p>\n","protected":false},"author":1,"featured_media":13981,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-13980","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How Public.com used personalized cross-channel engagement to double attendance at live events - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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