Insight 11 Digital Marketing Conference

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Slides from Liverpool Chamber's Insight 11 digital marketing conference held at FACT, Liverpool, on 12 May 2011

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  • There’s a better version of my slides (with the videos that I showed, and my notes) over on my blog at http://www.mcqn.com/weblog/beyond_screen_connecting_digital_real_world
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  • In this new dimension, past branding , high st empires or size means little or nothing.Brands unknown 5 years ago like ASOS, the Hut, Groupon or in this case your very own Trinity Mirror’s- Liverpool Echo readership accessing products and services from what once were newspaper advertisers and now the beneficiaries of a type of ‘crowdsourcing’.
  • The latest developments include the same technology for members of staff or ‘colleague engagement’ or as we refer to it branding inside out.
  • Twitter noted on iran election wikipedia page
  • hief of Staff, Office of Donald Rumsfeld, Navy Reserve intel officer, and owner of two miniature dachshunds. Opinions are my own. Hot damn.
  • Twitter noted on iran election wikipedia page
  • Demog: location Age Sex Keywords Education Workplace Relationship Status Relationship Interests LanguagesControversy – images from profiles may be used.
  • Demog: location Age Sex Keywords Education Workplace Relationship Status Relationship Interests LanguagesControversy – images from profiles may be used.
  • Demog: location Age Sex Keywords Education Workplace Relationship Status Relationship Interests LanguagesControversy – images from profiles may be used.
  • Demog: location Age Sex Keywords Education Workplace Relationship Status Relationship Interests LanguagesControversy – images from profiles may be used.
  • Demog: location Age Sex Keywords Education Workplace Relationship Status Relationship Interests LanguagesControversy – images from profiles may be used.
  • Demog: location Age Sex Keywords Education Workplace Relationship Status Relationship Interests LanguagesControversy – images from profiles may be used.
  • Presentation notes? Email me.
  • Insight 11 Digital Marketing Conference

    1. 1. WELCOME
    2. 2. JENNY STEWART HEAD OF CLIENT SERVICESLIVERPOOL CHAMBER OF COMMERCE
    3. 3. • Enewsletter recipients - 5000• Facebook friends - 4000• Twitter – 5,500 followers• Linked in connections - 500
    4. 4. Thanks to our sponsors
    5. 5. #insight11All of today’s presentations are on www.slideshare.net/
    6. 6. ROB BIELBY MIGINTEGRATION OF DATA & COMMUNICATIONS
    7. 7. Rob BielbyMarketing Innovation Group
    8. 8. Clients who came back for more Intelligent Marketer
    9. 9. Making a business more profitable& building an asset Branding and Advertising Customer and Prospect Data Mass Media Direct Marketing Intelligent Marketing
    10. 10. Comparative growth ®
    11. 11. Our Approach/Philosophy ®
    12. 12. Mobile opportunity ®
    13. 13. Changing status quo• Netscape‟s browser was launched in 1994• Sales via the internet >$50bn in 10 years• Same level predicted to be delivered via the phone in 5-10yrs• Existing brands have to compete with new and emerging brands on their territory.
    14. 14. Intelligent MarketingDatabase Build Multiple Data Feeds Strategic and Business Data Quality/ Objectives Enhancement Reporting/ Market Data Dashboards Positioning /Profiling Prospect Customer Recruitment Data CRM Capture Re-activation Customer Customer Reviews Social & & Segmentation &Surveys Media Customer Loyalty Journey
    15. 15. How to move to new levels of profitThe IM Hub All Rights Reserved ©MIG 2008 Rob@m-i-g.com
    16. 16. Case study
    17. 17. Case study
    18. 18. Case study
    19. 19. Case study
    20. 20. Case study
    21. 21. Our Approach/Philosophy ®
    22. 22. The Customer Journey Customer Journey st st 1 newsletterInitial 1 Stock End of Month Customer Includes ibrochure Customer SegmentationOrder Parcel 1 Retention links Free Gift Welcome Letter iSurvey/ Generic Emails “Bathtub” Analysis RFMP Scoring “Pareto” Analysis ‘Bounce-back & RAF voucher Tele survey How was it ? Stock, delivery, customer Lapsing Customers Upgrades Email Targeted service, returns, capture more info- family Calendar Events Re-activation Amnesty, Service offer ‘What to expect’ friends, best time & Type of contact Offers e.g. insurance Loyalty Ladder Data Extract Email Birth/Anniversary Email Extract daily:- Driven For Calls Extract prompts Add to safe senders Email/call How to buy, reward scheme re-sell benefits Send to a friend offer Buy again voucher iSurvey to capture anniversary/birth month etc Info about parcel track Tactical offers Legend By exception Welcome call Action Auto Service Data Extract All Rights Reserved ©MIG 2008 Rob@m-i-g.com
    23. 23. Customer Journey-B2C Integrated customer engagement model Recruitment Communication Data Analysis Newspaper Website / web Promotions form Customer Scheduled Loyalty Ladder Customer Segmentation Welcome Email & Member Retention iNewsletter/ Driven Preferences iSurvey Purchases iBrochure CommunicationsRecommend a Friend In store data capture Thank you for Ad hoc Alerts your order “Bathtub” RFMP “Pareto”Data Enhance Analysis Scoring Analysis Email iSurvey: How was it?Partner‟s Data Lapsing Customers Targeted Re-activation Amnesty Offers Telephone Optional Collect Loyalty Points Facebook Media Viral / Web Textfor... searchesTV Promotions Partner Media Website
    24. 24. Summary • Significant shift in the status quo • Huge amounts of data and intelligence • improved targeting & personalisation • Empowerment of the „consumer‟ • new media, new forums • Communication infrastructure rapidly changing • Existing brands and estates less important ®
    25. 25. Summary "Now this is not the end. It is not even the beginning of the end. But it is, perhaps, the end of the beginning.” Winston Churchill 1942 ®
    26. 26. MARK JENNINGS FRESH NETWORKS JIMMY CHOO SHOES:FOURSQUARE CASE STUDY
    27. 27. The Jimmy Choo Trainer HuntOffline and Online engagementMark Jennings, Account Director@markofrespect @freshnetworks | info@freshnetworks.com | +44 (0)20 7692 4376
    28. 28. FreshNetworks were asked to raise awareness andcreate buzz around the launch of the new Jimmy Choo trainer collection.
    29. 29. As most purchases are made in-store, we wanted to engage customers both offline and online simultaneously. The solution = Foursquare
    30. 30. What we proposed…
    31. 31. The choice of trainers was perfect for engaging the existing Jimmy Choo fan base on Facebook and Twitter.
    32. 32. Aims1.Generate online and offline coverage.2.Drive people in store to purchase trainers.3.Increase positive online sentiment.4.Position Jimmy Choo as social media innovators.
    33. 33. 4,000 individuals participated on Foursquare, Twitter and Facebook.
    34. 34. The competition details were viewed on Facebook 285,000 times.
    35. 35. 1 in 17 London Foursquare users were chasing CatchAChoo.
    36. 36. The campaign was mentioned over 4,500 times on Twitter.
    37. 37. 250 blogs and publications mentioned the CatchAChoo campaign. Cumulative reach – top 30 blogs 140m (based on monthly traffic data) 120m 100m 80m 60m 40m 20m - 21 Apr 24 Apr 27 Apr 30 Apr 03 May 06 May 09 May 12 May
    38. 38. Over 100 upscale locations were visited, and brand partnerships established.
    39. 39. Positive mentions of Jimmy Choo increased by almost 40% as a result of the campaign. Positive brand mentions (per day) 30 25 20 15 10 5 0 Before 28 After 28 After 6 April April May
    40. 40. The campaign was widely covered in:, Reuters, MarketingMagazine, PR Week, Mashable, Vogue, The Evening Standard …
    41. 41. “Probably my favourite campaign that I’ve seen in social media. Period.” Tristan Walker (Foursquare) at Web 2.0 EXPO
    42. 42. Daily trainer sales in-store went up 33% after the EveningSocial media has “increased the level of interaction with Standard coverage.our brand and we‟re very pleased that FreshNetworks‟ approach has helped generate real ROI”. Joshua Schulman, CEO, Jimmy Choo
    43. 43. © Copyright FreshNetworks 2010
    44. 44. GALA PUJOLINDEPENDENT ARTS PRODUCERDO YOU KNOW WHO I AM? SCAN ME
    45. 45. PHIL BLYTHING GLOW NEW MEDIASELLING SOCIAL MEDIA UPWARDS
    46. 46. Selling Social Media Upwards getting leadership buy-in Phil Blything
    47. 47. The Problem:“Social media is changing the world yet fewsenior managers trust their communicationsteams to use it.”
    48. 48. That social media, its so HOT right now! #obama
    49. 49. crane
    50. 50. How did you hear about Bin Laden? Src. PC MAG crane
    51. 51. Context• Social Media Growth• New driver in geo-politics• New driver of global change• FB >600m active users• Zuckerberg net worth $13.5bn• Barack Obama campaign• Rage against the machine• Arab Spring• Bin Laden – how did you hear?• The mirror of humanity• Led by revolution• Followed by....?
    52. 52. Comms staff do social• Typically driven by assistant level – Digital natives or Young Gen Y• Sometimes guided by manager level – Usually, Gen X (Born 60s or 70s)• Rarely fully sanctioned by director or CEO – Usually prior to Gen X, digital native children businessuses
    53. 53. Leadership dont do social• < 30% Senior managers use social media• Age & demographics• Seniority & social status• Dislike of transparency?• Fear & risk adverse• Lack of understanding & ignorance• Not convinced businessuses
    54. 54. Why the difference in attitude? Leadership Comms Assistants Highly experienced Inexperienced Risk averse Open to risk Established Little to lose Time poor Time to experiment Neophobic Neophile Low ability High ability risk
    55. 55. Should we convince? rt
    56. 56. rt
    57. 57. Do nothing option• “Opt out”• Allow our audience to talk about us• Abdicate responsibility & influence• La La, Not listening• Is that *really* an option? howto
    58. 58. The arguments for... rt
    59. 59. “...People are having conversations about us, but we are not part of those conversations...” #hashtag
    60. 60. “... Usage of social media is growingexponentially and will continue to do so for some time...” #hashtag
    61. 61. “... free, or low cost, tools that enable people to publish information rapidly, to a wide audience...” #hashtag
    62. 62. “... Although only a small proportion ofpeople online actively contribute, a large number observe online conversationsand are influenced by what they read...” #hashtag
    63. 63. “... If we ignore conversations we may be risking more than if we get involved...” #hashtag
    64. 64. This better work! #hashtag
    65. 65. Don‟t over promise!• Good at engagement• Low barrier to entry• Fast moving, free /cheap• But!• Poor conversion• Rarely a complete answer• Time & effort intensive• Success usually requires more skill than
    66. 66. Wider Context - Digital Marketing• Social Media• Websites• Email Marketing• Mobile Marketing• Search Marketing / Optimisation• Paid Search / Pay Per Click• Metrics & Analytics• Viral• Conversion Optimisation conclusion
    67. 67. Glow New Media www.glow-internet.comFollow me: http://twitter.com/phildrus Phil: phil@glow-internet.com
    68. 68. ADRIAN McEWEN MCQN LTD.BEYOND THE SCREEN, CONNECTING TO THE REAL WORLD
    69. 69. Beyond the Screen: Connecting Digital to the Real WorldPhoto credit: http://www.flickr.com/photos/marc_smith/4398987303/ Adrian McEwen - www.mcqn.com
    70. 70. Who Am I?Putting the Internet into things since 19951995: Cash registers1996: Joins STNC, embedded Internet startup1997: PDAs – Psion Series 51998: Built first web browser on a mobile phone1999: STNC acquired by Microsoft Adrian McEwen - www.mcqn.com
    71. 71. Who Am I? 2002: Left Microsoft, founded own company 2006: Set-top boxes 2008: Arduino MCQN Ltd. builds Internet of Things products for ourselves and for others.Photo credit: http://www.flickr.com/photos/heungsub/4876380962/ Adrian McEwen - www.mcqn.com
    72. 72. Nike Grid Adrian McEwen - www.mcqn.com
    73. 73. The Internet of Things… ...or ubiquitous computing ...or physical computing ...or ubicomp ...or pervasive computingPhoto credit: http://www.flickr.com/photos/lucamascaro/2936920531/ Adrian McEwen - www.mcqn.com
    74. 74. Why Now? 1989 2010 $1500* $0.50 * CPI Adjusted to 2008, original price: $900Slide borrowed from Mike Kuniavsky – www.orangecone.com/ Adrian McEwen - www.mcqn.com
    75. 75. ArduinoPhoto credit: http://www.arduino.cc Adrian McEwen - www.mcqn.com
    76. 76. BubblinoPhoto credit: http://www.flickr.com/photos/nuttyxander/3206466676/ Adrian McEwen - www.mcqn.com
    77. 77. Coca-Cola’s Physical “Like” Button Adrian McEwen - www.mcqn.com
    78. 78. VW Interactive Exhibits Adrian McEwen - www.mcqn.com
    79. 79. Thank You. Any Questions?MCQN Ltd website: http://www.mcqn.comEmail: adrianm@mcqn.comOn twitter I’m @amcewenThese slides will be posted tohttp://www.slideshare.net/amcewen Adrian McEwen - www.mcqn.com
    80. 80. BRYAN ADAMS PH CREATIVECONVERSTION RATE OPTIMISATION & MAKING BETTER USE OF DIGITAL MARKETING
    81. 81. Pages Content TrafficLanding pages Copy SEO / PPC Data Capture Call to action Social media Live chat Promotion Affiliate Sales funnels Colours Geography Shopping cart Social proof Wend v Wday Template style Video New & repeatSqueeze pages Images DemographicsInteractive/Flash Long vs short Behavioural
    82. 82. Objection Changes Lack of trust Social proof Competitors advantages Value Benefits Works Prove it worksUnderstanding Step by step Price Make offers Risk Reduce risk
    83. 83. #themeet140 in the bar @ FACT

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