DMA præsentationer

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  • DMA præsentationer

    1. 1. Yosi N. Heber President Oxford Hill Partners, LLC October 19, 2009 Measuring and Unleashing Web 2.0’s and Social Media’s 10 Strategic Revenue Drivers DMA ’09 – San Diego
    2. 2. What We’ll Cover Today <ul><li>The Opportunity </li></ul><ul><li>A “Framework” for Strategic Digital Revenue Growth </li></ul><ul><ul><li>Web 2.0’s “Ten Strategic Revenue Drivers” </li></ul></ul><ul><li>Twenty Mini Case Studies – Illustrating the Ten Drivers </li></ul><ul><li>Leveraging the “Social Circle” for Word of Mouth. </li></ul><ul><li>The “EQ Pulse ™ ” – Web 2.0 Strategic Analytic Tool </li></ul><ul><li>Big Picture Example & Case Study </li></ul><ul><li>How to Apply these Principles to Your Business </li></ul><ul><li>Positive Outcomes </li></ul><ul><li>What’s Next – Trends </li></ul><ul><li>*Time for Q & A at the End* </li></ul>
    3. 3. Oxford Hill Partners, LLC – What We Do <ul><li>Oxford Hill Partners, LLC is a strategic marketing firm which advises companies with executive level general management and marketing strategy, and the integration of new digital media into their overall business. Our patent pending EQ Pulse™ and EQ Pulse™ – Web 2.0 analytic processes have already been conducted for hundreds of brands around the globe. </li></ul><ul><li>We’ve been brought in by twenty five of the largest and well known multinational companies in the world to provide marketing, branding, sales, organizational, financial, website, digital, Web 2.0, and general strategy advice: </li></ul><ul><li>Air Cell </li></ul><ul><li>American Standard </li></ul><ul><li>Cherry Aerospace </li></ul><ul><li>Clorox Company </li></ul><ul><li>Con Agra Foods </li></ul><ul><li>Dannon Company </li></ul><ul><li>Direct Marketing Assoc. </li></ul><ul><li>Harvard Drug Group </li></ul><ul><li>Krispy Kreme Doughnuts </li></ul><ul><li>Nelsons Dr. Bach </li></ul><ul><li>Novartis Consumer Health </li></ul><ul><li>Pitney Bowes </li></ul><ul><li>Procter & Gamble </li></ul><ul><li>Reader’s Digest </li></ul><ul><li>Reckitt Benckiser </li></ul><ul><li>Rubbermaid/Graco </li></ul><ul><li>Textron Corporation </li></ul><ul><li>Telezygology </li></ul><ul><li>United Health Group </li></ul>
    4. 4. Our Thinking and Our Leadership <ul><li>Our “cutting edge” thinking has been featured around the world: </li></ul><ul><ul><li>At Industry Conferences such as DMA, Conference Board, IIR, Ad:Tech, E-Metrics Summit, and Search Engine Strategies. </li></ul></ul><ul><ul><li>At Business Schools such as Harvard, Wharton and Columbia. </li></ul></ul><ul><ul><li>At in-house senior executive Corporate Seminars. </li></ul></ul><ul><ul><li>In well known publications such as Advertising Age, DM News and Wharton Publishing. </li></ul></ul><ul><ul><li>On a variety of podcasts and blogs such as Webmaster Radio, I-Media Connection and Podfeed. </li></ul></ul><ul><li>Twenty three year track record including VP, CMO and General Management positions across multiple industries. </li></ul><ul><li>Fifteen years of classical consumer marketing including twelve at Kraft General Foods and Dannon (US and Europe). </li></ul><ul><ul><li>Invented the $550 million kid yogurt category. </li></ul></ul><ul><ul><li>Grew Dannon Light to become America’s #1 yogurt. Was a pioneer in sales “category/customer management”. </li></ul></ul><ul><ul><li>Introduced most successful new kid cereal of the decade…Post Marshmallow Alpha Bits. </li></ul></ul><ul><li>Ten years of extensive, profit generating, digital achievements including four years as CMO of IAC/InterActiveCorp’s Entertainment Division, part of Barry Diller’s internet marketing conglomerate where he worked with sister companies Expedia, Hotels.com, Lending Tree, Ticketmaster, and Match.com. </li></ul><ul><li>Wharton MBA </li></ul><ul><li>Board member – Wharton Global Consulting Practicum. </li></ul>Yosi Heber (who founded OHP) has extensive senior level experience guiding some of the largest brands in the world:
    5. 5. The World of Web 2.0 <ul><li>Social networking, word of mouth, mobile and other Web 2.0 mediums are fast becoming some of marketing’s new “killer apps.” </li></ul><ul><li>There are no broad analytic tools that measure a brand’s participation and potential effectiveness in the diverse world of Web 2.0 mediums. </li></ul><ul><li>The few existing Web 2.0 analytic tools have weaknesses and blind spots: </li></ul><ul><ul><li>Too narrow in scope measuring only a 10% slice of key Web 2.0 revenue driver influencers. </li></ul></ul><ul><ul><li>Limited reporting on competitive activity. </li></ul></ul><ul><ul><li>None measure the very broad range of Web 2.0 and social networking activities and their ability to drive revenue. </li></ul></ul><ul><ul><li>They generally don’t provide focused, actionable, go forward revenue building recommendations. </li></ul></ul>
    6. 6. The Opportunity <ul><li>Leverages your existing website? </li></ul><ul><li>Taps into the power of Web 2.0, social networking, word of mouth, and mobile to increase consumer engagement beyond just “looking”? </li></ul><ul><li>Helps you generate significant new and incremental revenue for your business? </li></ul><ul><li>Drives incremental profit for your company? </li></ul>How to apply the brilliant platforms of classical marketing and strategic planning to create a digital strategy that:
    7. 7. Web 2.0 Digital “Strategic” Evaluation Brand’s Overall Web 2.0 Capabilities and Its Ability to Drive Revenue Initial Customer “Engagement” Customer Education & Entertainment 2 3 EQ Pulse™ – Web 2.0 Patent Pending Methodology Word of Mouth & Viral Active Customer “Participation” Cross Consumer “Interaction” 7 Personalization & Customization Mobility & Mobile Accessibility 8 = Brand Building & Branded “Advocacy” Inbound To Customer (Brand Push) = = Outbound From Customer (Consumer Push) Social Circle 1 4 5 6 10 Relationship Building & Customer Retention “ Call to Action” & Revenue Maximization 9
    8. 8. Customer Education & Entertainment 2 1 Initial Customer “Engagement” 3 “ Call to Action” & Revenue Maximization Word of Mouth & Viral Cross Consumer “Interaction” 7 Personalization & Customization Mobility & Mobile Accessibility 8 10 Relationship Building & Customer Retention Brand Building & Branded “Advocacy” Social Circle 4 5 6 9 Active Customer “Participation”
    9. 9. Case Study #1 – Initial Customer “Engagement” – Cutting Edge Pharmaceutical Products <ul><li>Approach: </li></ul><ul><li>Generate trial of a new product leveraging search engine marketing to provide a free incentive. </li></ul><ul><li>Case Study: </li></ul><ul><li>Lunesta Sleep Aid (Rx) </li></ul>
    10. 10. Case Study #2 Customer Education - Podcasting <ul><li>Approach: </li></ul><ul><li>Provide educational podcasts on a variety of topics that your target audience has high involvement in. </li></ul><ul><li>Case Study: </li></ul><ul><li>Ralston Purina </li></ul>
    11. 11. Case Study #3 Customer Entertainment – Online Video <ul><li>Approach: </li></ul><ul><li>Entertain your consumers with engaging online videos. </li></ul><ul><li>Case Study: </li></ul><ul><li>M&M Mars Twix video series </li></ul>
    12. 12. 3 Word of Mouth & Viral Active Customer “Participation” Cross Consumer “Interaction” Brand Building & Branded “Advocacy” Social Circle 4 5 6 “ Call to Action” & Revenue Maximization 7 Personalization & Customization Mobility & Mobile Accessibility 8 10 Relationship Building & Customer Retention 9 Customer Education & Entertainment 2 1 Initial Customer “Engagement ”
    13. 13. Social Circle 3 Active Customer “Participation” Word of Mouth & Viral 4 Cross Consumer “Interaction” 5 Brand Building & Branded “Advocacy” 6 “ Call to Action” & Revenue Maximization 7 Personalization & Customization Mobility & Mobile Accessibility 8 10 Relationship Building & Customer Retention 9 Customer Education & Entertainment 2 1 Initial Customer “Engagement”
    14. 14. Case Study #4 – Active Customer “Participation” – Consumer Generated Content <ul><li>Approach: </li></ul><ul><li>Ask your loyal consumers to submit their own videos about your product. </li></ul><ul><li>Case Study: </li></ul><ul><li>Dove “Dare to Create A Short Film” </li></ul>
    15. 15. Case Study #5 Customer “Participation” to Influence Major Issues <ul><li>Approach: </li></ul><ul><li>Leverage Web 2.0/social networking to make it easy for constituents to influence core decision makers. </li></ul><ul><li>Case Study: </li></ul><ul><li>President Barack Obama’s Facebook page to influence the health reform debate. </li></ul>
    16. 16. Case Study #6 Customer “Participation” – “Feel Good” Tools <ul><li>Approach: </li></ul><ul><li>Allow customers to leverage cool tools and participate with the brand in ways beyond typical. </li></ul><ul><li>Case Study: </li></ul><ul><li>Air France “CO 2 Calculator” to help reduce emissions. </li></ul>
    17. 17. Social Circle 3 Active Customer “Participation” Word of Mouth & Viral 4 Cross Consumer “Interaction” 5 Brand Building & Branded “Advocacy” 6 “ Call to Action” & Revenue Maximization 7 Personalization & Customization Mobility & Mobile Accessibility 8 10 Relationship Building & Customer Retention 9 Customer Education & Entertainment 2 1 Initial Customer “Engagement ”
    18. 18. Case Study #7 – Word of Mouth & Viral to Acquire New Customers <ul><li>Approach: </li></ul><ul><li>Leverage a viral “tell-a-friend” functionality, and if your customers tell their friends, they get a reward. </li></ul><ul><li>Case Study: </li></ul><ul><li>Time Life – Europe </li></ul>
    19. 19. Case Study #8 Viral “Sales” <ul><li>Approach: </li></ul><ul><li>Leverage Twitter to “tweet” about promotions and special deals. </li></ul><ul><li>Case Study: </li></ul><ul><li>Dell Computers – Dell Outlet </li></ul><ul><li> Dell has sold over $1 million of excess inventory via this medium. </li></ul>
    20. 20. Case Study #9 Viral “Sampling” <ul><li>Approach: </li></ul><ul><li>Leverage Facebook to get loyal customers to tell others abut your product line extensions. </li></ul><ul><li>Case Study: </li></ul><ul><li>Starbucks – “Share a Pint of New Starbucks Ice Cream.” </li></ul>
    21. 21. Social Circle 3 Active Customer “Participation” Word of Mouth & Viral 4 Cross Consumer “Interaction” 5 Brand Building & Branded “Advocacy” 6 “ Call to Action” & Revenue Maximization 7 Personalization & Customization Mobility & Mobile Accessibility 8 10 Relationship Building & Customer Retention 9 Customer Education & Entertainment 2 1 Initial Customer “Engagement ”
    22. 22. Case Study #10 Cross Consumer Interaction – Blogs/Forums <ul><li>Approach: </li></ul><ul><li>Create a non threatening community environment for consumers to discuss sensitive issues (and subtly sell your brand). </li></ul><ul><li>Case Study: </li></ul><ul><li>Proctor & Gamble’s “Being Girl” website (Tampax & Always) </li></ul><ul><li> Now in 29 countries. </li></ul><ul><li> According to P&G, this community was four times as effective as TV advertising. </li></ul>
    23. 23. Case Study #11 Cross Consumer Interaction – Twitter <ul><li>Approach: </li></ul><ul><li>Subtly plug your brand via a branded Twitter page. </li></ul><ul><li>Case Study: </li></ul><ul><li>Philadelphia Cream Cheese </li></ul>
    24. 24. Social Circle 3 Active Customer “Participation” Word of Mouth & Viral 4 Cross Consumer “Interaction” 5 Brand Building & Branded “Advocacy” 6 “ Call to Action” & Revenue Maximization 7 Personalization & Customization Mobility & Mobile Accessibility 8 10 Relationship Building & Customer Retention 9 Customer Education & Entertainment 2 1 Initial Customer “Engagement ”
    25. 25. Case Study #12 Brand Building & Branded Advocacy <ul><li>Approach: </li></ul><ul><li>Create a viral web-based tool that allows you to sell products to more than just the one person who is shopping. </li></ul><ul><li>Case Study: </li></ul><ul><li>Dunkin’ Donuts – “Dunkin’ Run” </li></ul>
    26. 26. Case Study #13 Long Term Branding – “Widgets” <ul><li>Approach: </li></ul><ul><li>Create a Desktop “Widget” application that sits on the Customer’s computer desktop 24/7, and provides tangible benefits to the customer at the touch of a button. </li></ul><ul><ul><ul><li>Viral Potential </li></ul></ul></ul><ul><ul><ul><li>Facebook/Twitter Effect </li></ul></ul></ul><ul><ul><ul><li>Public Relations Value </li></ul></ul></ul><ul><li>Case Study: </li></ul><ul><li>Southwest Airlines “Ding” </li></ul>
    27. 27. Case Study #14 “Viral” B2B Humor Via You Tube <ul><li>Approach: </li></ul><ul><li>Subtly leverage your brand name by disseminating a humorous video with content that is directly relevant to your target audience’s day to day challenges. </li></ul><ul><li>Case Study: </li></ul><ul><li>Blendtec </li></ul><ul><li> Their series of videos were seen by 60 million people and increased sales by 20%. </li></ul>
    28. 28. Initial Customer “Engagement” Customer Education & Entertainment 2 3 Word of Mouth & Viral Active Customer “Participation” Cross Consumer “Interaction” Brand Building & Branded “Advocacy” Social Circle 1 4 5 6 Mobility & Mobile Accessibility 8 7 Personalization & Customization 10 Relationship Building & Customer Retention “ Call to Action” & Revenue Maximization 9
    29. 29. Case Study #15 Personalization & Customization <ul><li>Approach: </li></ul><ul><li>Create a value added customized program that can be personalized for each customer’s individual needs. </li></ul><ul><li>Case Study: </li></ul><ul><li>Special K “Challenge” </li></ul><ul><li> According to Kellogg’s, the ROI from this digital program surpassed TV by a “Factor of 2.” </li></ul>
    30. 30. Case Study #16 Mobility & Mobile Accessibility <ul><li>Approach: </li></ul><ul><li>Offer web services via phones & PDAs </li></ul><ul><li>Case Study: </li></ul><ul><li>Kraft Foods “I-Food Assistant” </li></ul>
    31. 31. Case Study #17 Relationship Building/Mobile Marketing <ul><li>Approach: </li></ul><ul><li>Leverage Mobile Phone “Text Messaging” to provide unique services that build ongoing relationships between the brand and its consumer target. </li></ul><ul><li>Case Study: </li></ul><ul><li>Ralston Purina </li></ul>
    32. 32. 10 Relationship Building & Customer Retention “ Call to Action” & Revenue Maximization 9 Customer Education & Entertainment 2 3 Word of Mouth & Viral Active Customer “Participation” Cross Consumer “Interaction” 7 Personalization & Customization Mobility & Mobile Accessibility 8 Brand Building & Branded “Advocacy” Social Circle 1 4 5 6 Initial Customer “Engagement”
    33. 33. Case Study #18 Call to Action/“Revenue Maximization” <ul><li>Approach: </li></ul><ul><li>Offer Trial Samples and Customer Testimonials to secure consumer “Call to Action.” </li></ul><ul><li>Case Study: </li></ul><ul><li>Unilever’s Dove Soap </li></ul>
    34. 34. Case Study #19 Revenue Maximization Via Cross Sell <ul><li>Approach: </li></ul><ul><li>Cross Sell/Upsell Beyond the Initial Intended Purchase </li></ul><ul><li>Case Study: </li></ul><ul><li>Amazon.com </li></ul>
    35. 35. Case Study #20 Enhance Existing Customer Relationships <ul><li>Approach: </li></ul><ul><ul><li>Leverage e-mails with existing customers that inform, incentivize, and entertain. </li></ul></ul><ul><ul><li>Moms sign up and get customized e-mail tips, tools, and offers/subtle promotions for J&J Baby Products. </li></ul></ul><ul><ul><li>“ Moms to be” can get ovulation alerts sent via mobile phone text messages. </li></ul></ul><ul><li>Case Study: </li></ul><ul><li>Johnson & Johnson Baby Center </li></ul>
    36. 36. How to Evaluate Your Web 2.0 Efforts <ul><li>So how do you know if your company is doing a good job at leveraging these ten revenue drivers and optimizing customer engagement? </li></ul>
    37. 37. <ul><li>Introducing Our New Patent Pending Solution, EQ Pulse™ - Web 2.0 : </li></ul>Web 2.0 “Strategic” Evaluation <ul><li>The first, simple digital analytic methodology that provides a “30,000 foot” view of a brand’s OVERALL use of Web 2.0 marketing mediums including Social Networking, Word of Mouth and Mobile Marketing. </li></ul><ul><li>Total EQ Pulse™ - Web 2.0 score measures the overall effectiveness of Web 2.0 digital efforts across all drivers that can potentially increase revenue. </li></ul><ul><ul><li>Similar to a “FICO” score that measures a person’s credit worthiness. </li></ul></ul><ul><li>In evaluating over 160 best practices of the brand’s Web 2.0 digital efforts, we issue separate scores for each of ten, broad Web 2.0 strategic revenue driver categories. These help identify strengths, weaknesses and gaps vs. key competitors and vs. industry best practices. </li></ul><ul><li>We explore best practices such as social networking, word of mouth, mobile marketing, blogs, podcasting, online video and gaming, widgets, Facebook and YouTube presence, consumer generated content, community, personalization, wikis, and search 2.0, etc. </li></ul><ul><li>We then provide Actionable, Revenue Building Recommendations as well as visual, case study examples. </li></ul>
    38. 38. Westgate Company (EQ Pulse ™ - Web 2.0 Example) average strong weak Initial Customer “Engagement” 5.5 - Average 1 Customer Entertainment & Education 7.9 - Strong Personalization & Customization 8.0 - Strong 7 Mobility & Mobile Accessibility 5.4 - Average 8 STRATEGIC SCORING OVERVIEW 4 6 3 2 5 “ Call to Action” & Revenue Maximization 6.8 - Strong Relationship Building & Customer Retention 3.9 - Weak 10 9 Active Customer “Participation” 4.2 Weak Word of Mouth & Viral 5.7 Average Brand Building & Branded “Advocacy” 3.9 Weak Cross Consumer “Interaction” 3.5 Weak Total Scores (1-100 Scale) Westgate = 52 Eastport = 77 Midway = 65 Best Practices = 78 52 = Inbound To Customer (Brand Push) = = Outbound From Customer (Consumer Push)
    39. 39. WESTGATE COMPANY (EQ Pulse™ - Web 2.0 Example) Strategic Revenue Driver #3 – Active Customer “Participation” Westgate (4.2) Midway (6.2) Best Practices (7.9) Eastport (8.8) 0 10 5 Weak <ul><li>Comments and Analysis: </li></ul><ul><li>Eastport leveraged extensive online input gathering mechanisms including “Tell Us What You Think of Eastport.com” links, and “Add Your Own Testimonial” links sprinkled throughout the site. A number of these testimonials were prominently featured on the Eastport homepage. </li></ul><ul><ul><li>Westgate and Midway did not ask consumers for feedback about their products, although Midway did feature an online “poll” about the benefits of the category. </li></ul></ul><ul><li>Within the “blogosphere”, Eastport had the most mentions by far with over 2400. Midway had 450, while Westgate had only 33. </li></ul><ul><ul><li>Eastport and Midway’s comments were overwhelming positive, while Westgate’s were somewhat mixed. </li></ul></ul><ul><ul><li>Core negative comments for Westgate revolved around the recent voluntary product recall and long waits for customer service representatives in general. </li></ul></ul><ul><ul><li>Eastport was also the only brand that had their own blog. </li></ul></ul><ul><li>In consumer generated “visual” media, Eastport had over 500 “YouTube” placements mainly related to their well known flagship product, some of which were very creative and humorous (Midway and Westgate had 27 and 11 YouTube mentions respectively). </li></ul><ul><ul><li>A recent campaign soliciting consumers to create their own videos generated a substantial amount of free press and goodwill for the Eastport brand. </li></ul></ul><ul><li>In consumer generated “text” content, Midway’s website solicited consumers to provide a wide array of created “alternative use” ideas for its premium product. </li></ul><ul><ul><li>Westgate did not solicit any consumer generated content from its customers at all. </li></ul></ul><ul><li>Across the competitive landscape, only Eastport had a listing in Wikipedia (the listing was fairly extensive). </li></ul>
    40. 40. <ul><li>Ask Yourself: </li></ul>How to Apply These Methods to Your Business <ul><li>How does your Web 2.0/Social media efforts stack up vs. your key competitors and the industry? </li></ul><ul><li>How well do you take advantage of the ten “Strategic Revenue Drivers.” </li></ul><ul><li>Do you feel you are making money? </li></ul>Take Action: <ul><li>Apply the ten strategic revenue driver concepts to your digital and Web 2.0 efforts. </li></ul><ul><li>If needed, call us to help with a full scale EQ Pulse TM – Web 2.0 Assessment </li></ul>
    41. 41. “ Strategic” Web 2.0 Analytics Via EQ Pulse Approach - Positive Outcomes <ul><li>Simple to understand, “30,000 foot view”, objective scoring system with meaningful insights. </li></ul><ul><ul><li>All levels of management may finally “get it”. </li></ul></ul><ul><li>Easier to demonstrate the importance of investing more in Web 2.0, social networking, word of mouth, and mobile marketing. </li></ul><ul><ul><li>Especially if your company’s scores are considerably weaker than the competition. </li></ul></ul><ul><li>Assesses if your efforts have the capabilities to drive incremental revenue. </li></ul><ul><li>Easily identifies “low hanging fruit”. </li></ul><ul><li>Provides early warning sign of competitive initiatives. </li></ul><ul><li>Allows for focused and specific actions to correct deficiencies. </li></ul><ul><li>Provides specific recommendations and the basis for creation of a digital “go forward” strategic plan. </li></ul><ul><li>We’ve conducted hundreds of EQ Pulse assessments for many of the largest and most famous multinational companies. </li></ul>
    42. 42. Making Money with Digital and Web 2.0 – What’s Next? <ul><li>Search continues to grow dramatically. </li></ul><ul><ul><li>Local, video, music search </li></ul></ul><ul><ul><li>Mobile and hand held devices </li></ul></ul><ul><li>Social networking continues as a major driver. </li></ul><ul><ul><li>Facebook, Twitter, Blogs </li></ul></ul><ul><li>Consumer generated content such as You Tube, word of mouth, and podcasts. </li></ul><ul><li>Personalization and customization. </li></ul><ul><li>Mobile will finally have its day in the limelight. </li></ul>
    43. 43. Comments or Questions? Feel free to contact me: Yosi Heber President [email_address] (248) 569-9366 www.oxfordhillpartners.com

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