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Ge energy   digital boot camp - master presentation Ge energy digital boot camp - master presentation Presentation Transcript

  • DIGITAL GE Energy & Engauge 06.06.2011 1
  • Joe koufman Introduction VP, Business Development and Marketing Joe leads the marketing and business development efforts for Engauge Thank you to: shepherding client relationships for the agency from Cisco Kristen Martin-Claret Systems, Hanesbrands, the CDC, AutoTrader.com, Diane HillChick-fil-A, and The Hershey Company. Joe isvery active in the Atlanta marketing communityserving on the boards of directors of the Atlanta Mary GilbertInteractive Marketing Association (AiMA), theAmerican Marketing Association - Atlanta chapter, Linda Hummeland Isipho, which is a non-profit dedicated tohelping people lift themselves out of poverty Mark Dudzinskithrough sustainable gardening. For fun, Joeperforms an internet radio music show on Tuesdaynights heard at www.GumboShow.comTwitter: @GumboShowJoe 2
  • Agenda8:30 a.m. - 9:00 a.m. Networking Breakfast9:00 a.m. - 9:15 a.m. Introduction Joe Koufman, VP, Business Development and Marketing9:15 a.m. - 9:45 a.m. B2B Social Media Raghu Kakarala, SVP, Creative Technologist9:45 a.m. - 10:15 a.m. Location Based Services Chad Elkins, Digital Innovation Strategist10:15 a.m. - 10:30 a.m. Break10:30 a.m. - 11:00 a.m. Mobile & the Cloud Carla Paschke, Director of Mobile Innovation11:00 a.m. - 11:30 a.m. Future of Television Adam Albrecht, Executive Creative Director11:30 a.m. - 12:00 p.m. Analytics and Measurement Shane McAndrew, VP Relationship Marketing12:00 p.m. - 12:30 p.m. A 12-Step Program Joe Koufman, VP, Business Development and Marketing12:30 p.m. - 1:30 p.m. Lunch 3
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  • Engaugeleveragescreativity andtechnology toconnectbrands andpeople.Offices in Atlanta, Austin,Columbus, Orlando,Pittsburgh300 employees 5
  • Raghu Kakarala Chad Elkins Carla Paschke Adam Albrecht Shane McAndrew Joe Koufman 6
  • Joe koufman Introduction VP, Business Development and Marketing Joe leads the marketing and business development efforts for Engauge B2B Social Media - Raghu Kakarala shepherding client relationships for the agency from Cisco Location Based Services - Chad Elkins Systems, Hanesbrands, the CDC, AutoTrader.com, Mobile & the Cloud - Carla PaschkeChick-fil-A, and The Hershey Company. Joe isvery active in the Atlanta marketing communityserving on the boards of directors of the Atlanta Future of Television - Adam AlbrechtInteractive Marketing Association (AiMA), theAmerican Marketing Association - Atlanta chapter, Analytics and Measurement - Shane McAndrewand Isipho, which is a non-profit dedicated tohelping people lift themselves out of poverty A 12-Step Program - Joe Koufmanthrough sustainable gardening. For fun, Joeperforms an internet radio music show on Tuesdaynights heard at www.GumboShow.comTwitter: @GumboShowJoe 7
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  • Engaugeleveragescreativity andtechnology toconnectbrands andpeople.Offices in Atlanta, Austin,Columbus, Orlando,Pittsburgh300 employees 9
  • Raghu Kakarala Chad Elkins Carla Paschke Adam Albrecht Shane McAndrew Joe Koufman 10
  • Raghu Kakarala B2B Social Media SVP, Creative Technologist Raghu frequently speaks at industry events on the topic of new and emerging technologies DIGITAL and has also presented on the role of social media in business –helping Engauge’s clients customize social mediastrategies for their needs. He received his bachelorof science in Mathematics from Kent StateUniversity in Ohio, and his master’s degree fromthe University of Miami, graduating at the top hisclass with concentrations in Interactive Marketingand Information Systems.Twitter: @Interpolate 11
  • BtoB Social Media 12
  • B2B Social MediaIt’s fair to say that social media is mainstream and a part of the majority ofonline users daily lives. Yet this same social ubiquity has yet to permeate ourbusiness lives in the same way. We are on the cusp of a new wave of socialactivity in B2B, the business customers are waiting.... 13
  • The Resurgence of B2B Social It’s Back and Better Than Ever 14
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  • B2B Social Versus B2C Social 17
  • Isn’t B2C where the realsuccess is in social? 18
  • In reality, B2B practicallyinvented the first generation ofsocial media. • Support forums • Webinars • Message boards • User communities • 3:1 ROI on advertising 19
  • The differences between B2C social and B2Bsocial are also the strengths of B2B social:- Smaller audiences- More focused conversations- Higher revenue per conversion- Users more rational than emotional 20
  • B2B Examples 21
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  • IBM• 61 active communities• Connecting experts in their area of expertise• Niche but relevant communities to focus conversations 27
  • Social’s Role in the B2B Funnel 28
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  • Some Tools of the Trade 32
  • Types of Tools• Social listening• Social CRM• Community management 33
  • Path to Success in B2B Social 34
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  • B2B Social: Path to Success• Leverage spending to gain an advantage while it is still cheap• Move quickly• Content is cheap, attention is expensive, social is your medium of choice to arbitrage yourself to success 37
  • Chad Elkins Location-Based Services Digital Innovation Strategist Chad is recognized as a thought leader in the rapidly growing space of location-based services and second screen technologies. His passions DIGITAL lie in entertainment and gaming as well as craftingsolutions to help companies bridge the gapbetween the offline world and the online socialsharing community using a multitude of platforms.Leading up to his role at Engauge, he spent hiscareer working at Morgan Stanley, E*Trade,Earthlink and NASA. At Engauge he has focusedhis time driving digital engagement strategies forclients such as the CDC, AARP, Dove Icecream,Snickers and Georgia Tourism.Twitter: @RatPack 38
  • Location Based Services 39
  • What is a “check-in”?It is a function that facilitates the sharing of an activity. It is not the activity itself, but is centered on the sharing of that activity. 40
  • Key LBS Demographics • 18-34 year olds count for 60% of the users • Users are split by gender, but males share more • 1 in 5 smartphone owners use check-in services • Over 50% are motivated to use the service for discounts • Approximately half of non-users cite privacy as their biggest concern Source:  comScore  May  2011  &  Beyond  2011 41
  • FoursquareUsers: Approximately 10 millionPioneer in defining the “check-in” for the masses 42
  • Foursquare User Experience 43
  • Foursquare Business Experience 44
  • Foursquare Business Experience 45
  • Foursquare Use CasesRadio Shack – Launched nationwide special during the holidays. Foundthat Foursquare users spent, on average, 3.5 times more than non-users.McDonald’s – Offered 100 gift cards on Foursquare Day in 2010 to randomusers who checked in on April 16. Stores reported a 33% increase incheck-ins from the previous day and a 40% lift for the week. 46
  • GowallaUsers: Approximately 1.1 millionWants to help you “craft the narrative of your life” – CEO Josh Williams 47
  • Gowalla User Experience 48
  • Gowalla Business Experience 49
  • Gowalla Disney Use Case 50
  • Facebook PlacesUsers: Approximately 30 million*Foursquare “Light” *Source: SF Chronicle cites an unnamed inside source, which is reasonable considering the mobile FB reach is about five times more than that. 51
  • Facebook Places User Experience Facebook Places Business Experience 52
  • Gap Use Case on Facebook Places S o u rc e : S c o u t Lab s , 1 0 / 2 3 / 1 0 – 1 1 / 2 3 / 1 0 , Qu e ry : Gap A N D Fac e b o o k Plac e s 53
  • Points and Gaming-Based LBS • shopkick • WeReward • SCVNGR • MyTown 54
  • shopkick - Encourages Store Exploration WeReward - Rewards Visits With Cash 55
  • SCVNGR - Challenge-Based Activities at Locations MyTown - Real-World Monopoly 56
  • Future of LBS • Local loyalty through unique concepts • Instant/Automatic check-ins • Sentiment analysis to recommendation engines • Better ways to meet new people • Deeper integration within business loyalty programs and recommendations • Continued migration to add more “Now What” to the “Where” 57
  • Consumption-Based Check-insEntertainment – GetGlue, Miso and PhiloBeverages – Untappd 58
  • Future of TV Consumption - Rise of the Second Screen • 94% of TV Watchers Were Distracted When Ads Were Displayed • 60% of Those Distractions Were From a Smartphone • 70% of Tablet Owners Used Their Device While Watching TV • 86% of Mobile Users Access the Internet on Their Device During Shows Source:  AdAge  May  2011  &  Nextekis  May  2011 HOST THE CONVERSATION AND SURFACE RELEVANT ADVERTISING! 59
  • GetGlue User Experience 60
  • Miso User Experience Philo User Experience M 61
  • Untappd User Experience 62
  • Break Q2 Mobile Start-UpsTHE NEW MOBILEMINDSET: to Watch 2011 Q2 Four Rules of Mobile Engagement DownloadsThe new moble mindset mobile start-ups to watch 2011 http://bit.ly/NewMobileMindset http://bit.ly/MobileStartups 63
  • Carla Paschke Mobile & the cloud Director of Mobile Innovation Carla leads the mobile arm of Engauge’s Digital Innovation Group where she is focused on providing clients with best-in-class mobile strategies, growing DIGITAL the company’s mobile portfolio and managing day- to-day activities withinthe team. As a founding member of the DigitalInnovation Group, Carla has been instrumental inpropelling Engauge into the mobile space and sharingbest practices and strategic insights across the internalorganization. Prior to her current role, she held severalpositions in project and team management and hasworked with clients such as The Coca-Cola Company,The Hershey Company and Chick-fil-A.Twitter: @CarlaPaschke 64
  • Changing the Game: Mobile & The Cloud 65
  • 1969 The Power of Mobile Your cell phone has more computing power than NASA circa 1969. 2011Source: http://m.knopfdoubleday.com/?remote=http%3A%2F%2Fknopfdoubleday.com%2Fget-mobile-post%2F%3Fpid%3D15326 66
  • 2011 Mobile 24-7 Connectivity Platform Reach: Over 5 billion mobile phones world-wide, 37% are smartphones (Nielsen, May 2011) Industry Relevance: Nearly 75% of CIOs agree the proliferation of mobile devices is a game-changer for their businesses, up from 68% in 2009. Mobility solutions were identified most in the travel (91%), media and entertainment (86%), and energy and utilities (82%) industries (IBM, 2010). Future 64% of B2B decision makers read their email via mobile devices.Source: http://www.marketri.com/blog/b2b-makes-move-mobile-web 67
  • Mobile 24/7 Connectivity Platform Mobile internet usage will surpass desktop internet usage in the next five years. Android OS leads market share.Source: http://blog.nielsen.com/nielsenwire/consumer/android-leads-u-s-in-smartphone-market-share-and-data-usage/ 68
  • TabletsTransforming the Mobile ScreenIntroduction of iPad in 2010revolutionized the mobile mindset.Strong adoption out of the gate withaggressive growth outlook through 2012. 69
  • Tablets Transforming the Mobile Screen Optimized for content consumption. Widespread adoption within organizations. Significant global growth projected. Industry Example: Healthcare professionals are among the most avid adopters of tablets as a means of monitoring patient charts. According to a recent survey by Manhattan Research, 30 percent of U.S. physicians own an iPad, an additional 28 percent plan to buy one within the next six months, and over 80 percent own aSource: Five Mobile Imperatives, Forrester Research Inc., 2011 smartphone.Source: http://bizcomminsights.com/tag/mobile-marketing/ 70
  • Time & DeviceShiftingShift in Content ConsumptionConsumers no longer want to wait for the8pm movie to come across their TV. Theywant control of what they watch, whenthey watch, and how they watch.eMarketer predicts mobile contentrevenues will rise from less than$1.15 billion in 2009 to more than$3.53 billion in 2014, a compoundannual growth rate (CAGR) of nearly20% over the period. 71
  • The CloudNew Model Facilitates Consumer ShiftRobust cloud = solution to combat surgein devices and shifts in contentconsumption behavior.60 percent of CIOs said they are ready toembrace cloud computing over the nextfive years as a means of growing businessand achieving competitive advantage.This figure nearly doubles the number ofCIOs who said they would utilize cloud inIBMs 2009 CIO study (IBM, 2010). 72
  • The CloudNew Model Facilitates Consumer ShiftLeading entertainment content providers= early adopters of cloud methodology.According to Nielsen, the Pandoraapp ranks in the top five across everymobile operating system and is fullyintegrated with the web experience.Its substantial base of over 50 millionregistered users—about 30 million ofwhom have registered on mobiledevices—are an indicator ofconsumer acceptance of the cloud. 73
  • Benefits Drawbacks• Meet challenges caused by • Integration of cloud-based proliferating devices that demand a applications with existing more flexible business model. applications and databases is one of the key barriers to cloud adoption. The Cloud• Meet new levels of IT capacity requirements that dictate highly • Keeping data private and secure is a Removing “the Fog” from “the Cloud” scalable IT solutions. key issue and should be given strong consideration during the selection Shift data from being location and user• Meet competitive pressures for speed process. Protecting assets that are specific to location and user agnostic. and innovation that call for better uploaded to the cloud is the single workflow, business analytics and more pressing concern Evolutionary not revolutionary. customer insight. • Technology is still in its infancy, Opportunity to reinvent and innovate• Offer clients ability to deliver high inserting level of risk. with new business models. quality content quickly, while delivering content accessed less frequently in less expensive, large scale areas of their cloud data centers. 74
  • The CloudMusic: A space to watchAmazon, Google and Apple race to ownthe cloud based music space. 75
  • New Technology Yields New Opportunity Near Field Pressure Chemical 3D Cameras Accelerometers Communication Sensors Sensors Payments, Ticketing, Augmented Reality, Phone Orientation as Weather, Height in Breathalyzer, Food The Future & Security Gesture Control Control, Pedometer Building Freshness, CO Detect Where We’re Going For B2B marketers, it’s not about launching the coolest app, it’s about creating value and utility for the sales force and the customer. Business-to-business mobile marketing spending will quadruple over the next five years, rising from CONTENT FIRST. DELIVERY SECOND. $26 million in 2009 to $106 million in 2014, according to Forrester Research.Source: Mobile Marketer, 2010, http://www.mobilemarketer.com/cms/news/research/5589.htmlSource: Five Mobile Imperatives, Forrester Research Inc., 2011 76
  • Content First. Create Compelling & Optimized Content Simplicity + Immediacy + Relevancy Optimize for multiple screens; eliminate Flash Leverage existing assetsSource: Five Mobile Imperatives, Forrester Research Inc., 2011 77
  • Delivery Second. Leverage Technology to Expertly Deliver Content Create unique, customer-focused interfaces Consider context within 24/7 world (LBS, Dynamic content, etc)Source: Five Mobile Imperatives, Forrester Research Inc., 2011 78
  • Building next-generation mobile apps with Force.com that clean upthe competition• Built a suite of apps to automate processes in accounting, finance, employee relations, IT, marketing, operations, payroll, and sales• Mobile access lets 500+ users at 140 acute-care hospitals across the U.S. view and update records on- site at hospitals using iPad and iPod touch devices• Created competitive advantage by enabling faster room turnaround and improved service due to ability to view records and alert individuals via iPad and iPod touch devices• Streamlined operations and service delivery through improved mobility, data quality, and business visibility Source: http://www.hhs1.com 79
  • Improving Field Sales & Service• Custom iPhone app, Mobile SalesPro, connects the corporate POS system, inventory control and management platform, and ERP system.• Sales reps can retrieve sales data, inventory reports, and complete customer histories. Sales quotes and reports are shared in real time, so they reflect constantly changing rates and equipment availability.• Enables the sales team to respond immediately to customer requests.• Further integrating app with their CRM system and adding features that take advantage of the newer OS capabilities. Source: http://www.apple.com/iphone/business/ 80
  • Quick Release Sales Training with iPhone• Uses iPhone to deliver product information podcasts, replacing their expensive annual product road show.• Allows Trek to expand its reach, train its burgeoning sales force, and save thousands of dollars while doing it.• Since the videos are readily available to anyone with an iPhone, Trek innovation is now a 24/7 experience — which translates directly into bike sales.• Makes podcasts available to consumers to satisfy growing number of bikers who use online research to inform purchasing decisions. Source: http://www.apple.com/iphone/business/ 81
  • Going Mobile Internally & Externally• Germany’s largest newspaper publisher, third largest magazine publisher, 10,600 employees in 35 countries.• Created iCockpit, an iPhone app that gives senior managers instant access to sales and revenue for each of Axel Springer’s publications, portals, and media brands. App allows access the SAP data warehouse figures, such as forecasts and actuals, stored on the corporate network.• Converting popular newspaper content into mobile-friendly formats, starting with the most sought-after information in Europe: soccer scores.• Acquired majority stake in kaufDa mobile coupons startup for $40 Million Source: http://www.apple.com/iphone/business/ 82
  • News/Updates Trade Emergency Shows Notification Lead Special Generation Promotions GE Business General Electric Customer Employee Payments Assignments Events Presentations Customer ServiceSource: http://marketingwithnewtechnology.wordpress.com/2010/08/09/top-10-b2b-uses-for-mobile-marketing/ 83
  • Adam Albrecht the Future of TeleVision Executive Creative Director Adam puts his considerable creative energy towards finding new ways to break through clutter and create work that truly stands apart DIGITAL in today’s crowded marketing landscape.His work not only gets noticed, it moves theneedle, as evidenced by his multiple Effie Awards.His nontraditional experience also includes a roleas executive producer on ESPN’s UltimatePlayground. Adam’s considerable range of brandexperiences includes work for Ski-Doo,Reddi-Wip, InSinkErator, International Delight,Time Warner Cable and Donatos Pizza.Twitter: @AdamAlbrecht 84
  • Future of TV 85
  • As Mark Twain wouldsay, “The reports ofTV’s death are greatlyexaggerated.” 86
  • While digital and social marketingcontinue to grow, a strange thinghas happened to TV. It keepsgrowing, too. 87
  • Why? Because TV and video, ingeneral, allow you to do things thatno other medium can do. 88
  • Advertisers are spending more than ever oncable and broadcast networks. – eMarketer 89
  • $60.5 billion will be spent oncommercial time this year,making TV the biggest piece ofthe media pie, with about 40%of all ad spending. 90
  • By 2015, 10 percent of global consumerInternet traffic and 18 percent of Internet videotraffic will be consumed via TV. 91
  • CMOs of the largest companies in the worldremain committed to TV. 92
  • “Brands are no longerinterested in having TV-only,single-medium conversationsanymore. Cross-channelcampaigns – that capitalize onthe growing TV viewership andleverage other engagementchannels, like digital video,social and mobile – arebecoming the new normal. ” - Wendy Clark, Senior VP- Integrated Marketing Communications and Capabilities at Coca-Cola 93
  • Gaming systems, Blu-ray and DVD players nowconnect the big box with Pandora, Netflix and otherservices – and “third-screen” TV platforms arebringing together smartphones, social networksand TV programs – making TV the new hub in adigital-driven world. 94
  • New models of connectedTVs – like GoogleTV andApple TV – are here,bringing with them the worldwide web – and, soon, themarketplace for TV apps. 95
  • Brands will be able to offer addressable adsand rewards for people who watch their adsand engage with their content, instead ofDVRing them into worthless blurs. 96
  • Analytics are going to delve much deeper andtell us much more about our audiences thanthe numbers we’re used to seeing fromNielsen.People will start buying stuff from their TVs. 97
  • We are no longer just watching TV. • Television = Televation • Viewers = Conductors • Direct Response = Instant Buy 98
  • WatchParty, Inc. is a new platform thatconsumers, TV networks and cable providerscan use to bring viewers together in a trulysocial environment. 99
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  • MOVL is a start-up focusing on building apps forSmart TVs and mobile devices. They’re alsobuilding a platform for developers and publishers tobuild apps for Smart TVs and digital displays thatuse any mobile device as the controller. 108
  • WeTeli 109
  • PokerFun 110
  • Boxee is a tool that helps you locate showsand movies on the Internet and then transfersthem to your TV. 111
  • WHAT WE SEEPEOPLE ARE LOOKING FOR A WAY TO ENJOY THISNEW CONTENT ON THEIR TV, BUT THEY NEED AWAY TO REPLICATE THE LEAN-BACK EXPERIENCEOF TV. 112 112
  • WE’RE  STILL  SOMEWHERE  IN  HERE   Text BUT  WHY? 113 113
  • CONTENT IS KING.IT’S ALSO CONFUSING /EXPENSIVE. 114 114
  • ADVERTISERS STILLPAYING MORE FOR TV’SSHOTGUN THANONLINE’S SCALPEL 115 115
  • WHERE ARE WE TODAY? 116 116
  • FIRST STRONG LAUNCHOF INTERNET TVDEVICES. 117 117
  • CONTENT COMPANIESMAKING MORE DEALS,REACHINGCRITICAL MASS. 118 118
  • ENTREPRENEURSSTARTING TO INNOVATEON TV. 119 119
  • WHERE ARE WEHEADED...? 120 120
  • SPORTS WILL REMAIN A BIGMISSING PIECE OF OTT$2B FOR SUNDAY NIGHT 121 121
  • MORE CONTENT AVAILABLEON MORE SCREENS WITHMORE WAYS TO PAY THANEVER BEFORE 122 122
  • VIDEO WILL ONLY BE APIECE OF THE OFFERING- GAMING, SOCIALINTERACTIONS,MOBILE/WEB 123
  • THE FUTURE OF TV IS:THERE IS NO TV,THERE ARE JUSTDIFFERENT SCREENS 124
  • Shane McAndrew Analytics and measurement VP Relationship Marketing Shane is dedicated to helping his clients successfully compete in the marketplace by discovering and DIGITAL applying customer insights and business intelligence that providesustainable competitive advantage and businessvalue. Shane brings over 14 years of marketingstrategy and analytics experience in a wide range ofindustries, including health care, financial services,automotive and telecommunications. Hisprofessional experience includes marketingleadership roles at companies such as Digitas andYahoo and with clients such as Wyeth, Pfizer,OnStar, General Motors and AT&T.Twitter: @ShaneMc3 125
  • Analytics and Metrics 126
  • EVOLUTION OF MARKETINGPrint – Radio – Television – Direct Response – Wed – Email – Digital Media – Mobile – Social 127
  • For The Most Part, Technology Has Allowed Marketers ToKeep Up TV/Radio/ Direct Digital &Medium Print Mail/DB Web Email Search Mobile Social • GRP’s • Response • Visitation • Open Rate • Impressions • Impressio • SentimentCommon • Circulation Rate • Conversion • Click Rate • CTR ns • ConversatioMetrics • Sales • Conversio • CTA • Clicks/ n Volume • Brand • Conversion Recall Rate n Rate CTR • Klout Score • Intent, etc Data • Nielsen • Database • Webtrends • ESP’s • Nielsen • ESPs • RadianSources/ • Arbitron • Fulfillment • Omniture Online 6 Tools • NCB House • Coremetric • Google • Crimso s • Kenshoo n Hexag on • etc 128
  • Then Came SocialConsumers adopted the medium rapidly, and technology companies have scrambled to provideMarketers the tools required to make sense of it all Listening Tools Social Influence Community Analytics• Crimson Hexagon • Klout • Facebook Insights• Radian6 • Rapleaf • Webtrends FB• BuzzMetrics • Analytics IQ • Omniture• Techrigy • Peer Index • BackTweets• Nielsen Buzz • Peekyou • Twitter• Postrank • Qwerly • Hootsuite 129
  • Why Are We Excited About Social Analytics?Data, Data, Data! And Fast.Conversations about your brand are happening in real time, and so is our analysis!-Source Analysis -Sentiment Analysis-Competitor Analysis -Influencer AnalysisAnd the findings are actionable-Marketing Strategy -Product Strategy/R&D-Customer Service -PR 130
  • Source Analysis– where are conversations happening? 131
  • Sentiment Analysis – are they positive or negative? Cisco  Cha)er 132
  • Influencers- who’s having them? 133
  • Competitors- Who has the most buzz? 134
  • Competitors | Twitter Restaurant Q4 2010 Q1 2011 % Change TGI Fridays 1,165 2,224 91% Perkins 500 737 47% Applebees 4,514 6,248 38% Red Lobster 2,209 2,854 29% Chilis 14,292 18,451 29% Cheesecake Factory 14,158 15,980 13% Bob Evans 4,323 4,838 12% Marie Callenders 554 660 19% Claim Jumper 2,226 2,358 6% Mimis Café 4,704 4,906 4% Dennys 7,872 7,926 1% 135
  • Competitors | Facebook Restaurant Q4 2010 Q1 2011 % Change Applebees 98,549 519,489 427% Perkins 3,210 6,919 116% IHOP 322,198 526,328 63% Marie Callenders 2,618 3,390 29% Olive Garden 942,205 1,195,874 27% Dennys 175,320 220,028 26% Red Lobster 214,787 257,806 20% Bob Evans 56,743 65,837 16% Cheesecake Factory 694,518 796,724 15% Claim Jumper 14,019 16,063 15% Mimis Café 41,574 45,443 9% Chilis 658,608 713,774 8% Steak n Shake 48,784 51,721 6% TGI Fridays 503,585 531,348 6% 136
  • Joe koufman VP, Business Development and Marketing A 12-step program Joe leads the marketing and business development efforts for Engauge shepherding client relationships for the agency including Cisco DIGITAL Systems, Hanesbrands, the CDC, AutoTrader.com,Chick-fil-A, and The Hershey Company. Joe isvery active in the Atlanta marketing communityserving on the boards of directors of the AtlantaInteractive Marketing Association (AiMA), theAmerican Marketing Association - Atlanta chapter,and Isipho, which is a non-profit dedicated tohelping people lift themselves out of povertythrough sustainable gardening. For fun, Joeperforms an internet radio music show on Tuesdaynights heard at www.GumboShow.comTwitter: @GumboShowJoe 137
  • “You can’t stop the waves, but you can learn to surf.” Jon Kabat-Zinn A 12 Step Program 138
  • DON’T pretend it’s not happening... 139 139
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  • MakeShareability a Priority 141
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  • The success of your brand will be directly145 tied to how mobile it is. 145
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  • Make collaboration a priority 147 147
  • “If I had listened to my customers, I would have built a faster horse.” ~ Henry Ford148 148
  • Reserve aportion ofbudget for testing 149
  • Reserve aportion ofbudget for testing 150
  • Create a DigitalRoadmap 151 151
  • FAIL FAST(then get right back up) 152
  • The 12-step Program1. Don’t pretend it’s not happening2. Think ahead...3. Make shareability a priority4. Fish where the fish are5. Test, test and test some more6. Find your “Owen’s” (passionate customers)7. Allow your brand to be mobile8. Think outside the box…from within your box9. Collaborate with your internal and external teams10. Create a test budget and use it11. Have a digital roadmap12. Fail often and fail fast 153
  • DIGITALQ&A 154
  • Lunch Joe Koufman VP, Business Development and Marketing 404.601.4367 THANK YOU!jkoufman@engauge.com 155