Steve Ennen Asbpe


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  • Steve Ennen Asbpe

    1. 1. Presented by: Steve Ennen , Director of Business Development; Lessons Learned: Aligning Electronic Media with the Brand ASBPE Feb 29, 2008
    2. 2. <ul><li>Director of Business Development, Neighborhood America </li></ul><ul><li>Former VP, Digital Business Strategies, ABM </li></ul><ul><li>Consulted with dozens of media and marketing companies over last three years </li></ul><ul><li>Advise Wall Street firms on new forms of valuations </li></ul><ul><li>Instructor, digital sales and marketing, NYU </li></ul><ul><li>Work with U.S. State Dept. & foreign governments to educate international media on digital shift </li></ul>Lessons Learned: Aligning Electronic Media with the Brand.
    3. 3. Full Service Partner Approach: strategy, design, IT, service, reporting, online and mobile integration Culture: cultivated since 1999 (not venture capital) Employees: 80 and growing rapidly SaaS: fully hosted, award-winning software, commitment to ‘customer first’ with exceptional service and support by a team of experts Ownership: customers OWN the content, members, and site
    4. 5. Ubiquity
    5. 6. <ul><li>More than 2.1 billion handheld subscribers worldwide </li></ul><ul><li>More than 230 million in U.S. alone </li></ul><ul><li>400 million in China </li></ul>Ubiquity
    6. 7. Ubiquity + Connectivity = Community By 2009 print revenue is expected to account for 34.3% of total business media revenue in 2009, compared with a 38.6% share for digital products. Events are expected to account for 27.1% of total revenue. Outsell's &quot;B-to-B Trade Publishing & Company Information: 2007 Market Forecast & Trends Report .”
    7. 8. Ubiquity + Connectivity = Community Are you part of the conversation? “ What we’re seeing is just how deep-rooted [the] desire is to do several things: to share, to communicate, to get your expertise out there.” Andrew McAfee, associate professor, Harvard Business School
    8. 9. Engagement has Become a Necessity The marketplace has gone from “ brand-centric” to “customer-centric.” If you don’t hear your customer’s voice, there’s a competitor who will. Community users spend 54% more than non-users. - WSJ Community users remain loyal 50% longer. - at&t It’s a digital world: 50% of brands will spend 50% of budgets on alternative media by 2011 - AdAge 60% of online consumers make purchase decisions based on peer advice. - Visa/Yahoo
    9. 10. “ Literally hundreds of millions of people around the world are visiting social networking sites each month and many are doing so on a daily basis… … social networking is not a fad but rather an activity that is being woven into the very fabric of the global Internet.” ComScore, 2007   Ubiquity + Connectivity= Community
    10. 11. <ul><li>71 million blogs (can’t all be bad) </li></ul><ul><li>Sophisticated network of influencers </li></ul><ul><ul><li>seeds of community </li></ul></ul><ul><ul><li>digital din </li></ul></ul><ul><li>> 5,000 blog posts on restaurant industry </li></ul><ul><li>>13,000 blog posts on hotel industry </li></ul><ul><li>  </li></ul>Changing face of lead generation
    11. 12. <ul><li>Facebook >$15 billion valuation </li></ul><ul><li>Microsoft invested $240 million </li></ul><ul><li>Central window to the Web </li></ul><ul><li>Advertising-based </li></ul><ul><li>“… detailed information on the users” </li></ul><ul><ul><li>Wall Street Journal , Oct. 25, 2007 </li></ul></ul>Enterprise networks offer a new way to connect with the community
    12. 13. <ul><li>Monthly “reach” </li></ul><ul><li>Magazine 50,000 circulation each month </li></ul><ul><li>Trade shows or conferences - 5,000 </li></ul><ul><li>Web site 50,000 unique visitors each month </li></ul><ul><ul><li>E-newsletters = 5,000 </li></ul></ul><ul><ul><li>Webcasts + 500 </li></ul></ul><ul><li>Reach is now +110,000 </li></ul>Ubiquity + Connectivity= Community
    13. 14. <ul><li>Drive revenue, referrals, and repeat business </li></ul><ul><li>Focus the interaction around your brand </li></ul><ul><li>Strengthen brand affinity </li></ul><ul><li>Gain continual business intelligence that drives innovation </li></ul><ul><li>Keep your brand top-of-mind with buyers </li></ul>An active community functions as an engine to support business goals. Enterprise Networks - Why? The rapid back-and-forth between the company and the online community can help substantially shorten the product-development cycle. “ It is not just a focus group that you see for three hours; you are developing a relationship…” -WSJ on Del Monte Foods; 1-14-08 The New Focus Groups: Online Networks
    14. 15. <ul><li>Community-focused content </li></ul><ul><ul><li>How-tos </li></ul></ul><ul><ul><li>Recipes </li></ul></ul><ul><ul><li>fashion </li></ul></ul><ul><li>Premium content/membership </li></ul><ul><li>Contextual search </li></ul><ul><li>Geo-targeting/segmentation </li></ul><ul><li>Sponsorship </li></ul><ul><ul><li>New real estate opportunities </li></ul></ul>Enterprise networks offer a new way to connect with the community
    15. 16. Strategic Consumer Engagement Drives Results Rate My Space <ul><li>Within first 15 weeks: </li></ul><ul><li>20,000 members </li></ul><ul><li>24,000 uploads </li></ul><ul><li>ROI: over 10MM page views per month, adding new ad revenue </li></ul>
    16. 17. Strategic Consumer Engagement Drives Results Rate My Space <ul><li>Within first 15 weeks: </li></ul><ul><li>20,000 members </li></ul><ul><li>24,000 uploads </li></ul><ul><li>ROI: over 10MM page views per month, adding new ad revenue </li></ul>In first few days: 3,000 participants 10% increase in web traffic Able to move from an annual launch to quarterly Men’s Health “ Transform” campaign
    17. 18. Thank you Steve Ennen, Director of Business Development [email_address] 646-334-5893