• Save
Inbound Marketing
Upcoming SlideShare
Loading in...5
×
 

Inbound Marketing

on

  • 655 views

how to set up succesful inbound marketing

how to set up succesful inbound marketing

Statistics

Views

Total Views
655
Views on SlideShare
655
Embed Views
0

Actions

Likes
0
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • NextSaaSSocialDialog – learn and use.
  • Elaborate on each point.Org – why should marketing own the call centre.Cultural change.
  • Operational to marketing – point of view. Who owns the relationship to the customer

Inbound Marketing Inbound Marketing Presentation Transcript

  • Inbound Marketing
    Derek Pollitt
    Director, Campaign Management and Customer Insight
  • About RogersAnd the Telecom Industry
  • 3
    Rogers WirelessLargest Wireless Carrier
    $6.7
    • Canada’s largest wireless carrier with 8.5M subscribers
    • Only national carrier on both GSM and HSPA platforms.
    • Leader in wireless data, churn & ARPU metrics
    • Moving from 7Mbps to 21Mbps HSPA across
    • Extensive distribution with dual Rogers & Fido brands
    $3.0
    $6.3
    $2.8
    $5.5
    $2.6
    Operating Profit $B
    $4.6
    $2.0
    Revenue $B
    2006
    2006
    2007
    2008
    2009
    2007
    2008
    2009
    Rogers CableLargest Cable Provider
    • 2.3M basic cable subs & 6.6M revenue generating units
    • Top quartile N.A. penetration in Internet, home phone & digital
    • 96% 860/750MHz, clustered plant with 99% telephony availability
    • Local & long-haul fibre networks with +17K business customers
    • +400 Rogers Branded Stores
    $3.8
    $1.2
    $3.9
    $1.3
    $3.6
    $1.0
    $3.2
    $0.9
    Operating Profit $B
    Revenue $B
    2006
    2006
    2007
    2008
    2009
    2007
    2008
    2009
    Rogers MediaLeading Media Brands
    • Multi-station Citytv & OMNI television networks
    • Sportsnet regional TV networks across Canada
    • 54 radio stations & 70 magazine & trade publications
    • The Shopping Channel national televised shopping network
    • Toronto Blue Jays & Rogers Centre event venue
    $1.50
    $1.40
    $1.32
    $0.18
    $1.21
    $0.16
    $0.14
    $0.12
    Operating Profit $B
    Revenue $B
    2006
    2006
    2007
    2008
    2009
    2007
    2008
    2009
    Powerful combination of growing communications & media assets generating operating profits over $4B
    Data from 2009 Financial Results
  • 4
    Unmatched Platform in North America
    National Wireless Market Share
    National Cable Market Share
    Uniquely positioned as only company in North America with full ownership of “quad play” under an integrated platform
    Rogers’ Canadian market presence would be similar to combination of Comcast & Verizon Wireless
    Leveraging unique market positioning & valuable asset platform
  • 5
    What’s Next?
    Next is Now
  • Inboundthought provoking ideas
  • We’ve lost control
    Bad News
    Customers now own the relationship with you!
    They are too busy multi-tasking to hear your marketing.
    Your marketing is ineffective against the power of easily forged peer relationships (facebook, etc)
    Good News
    Inbound marketing can help! But it is getting mature – what’s “Next”
    7
  • What we know about inbound
    Technology
    Data needs to be near real-time
    24/7
    Multi channel (and new channels – iphone / social apps)
    Empower Marketing – must be “IT light”
    Process
    Process needs to be designed with the tools in mind.
    Processes / metrics need to change
    People
    The number one point of failure
    The most difficult thing to change
    8
  • Take Inbound beyond simple inboundCool ideas that add power to your inbound tool
    Customer not quite ready to commit? “Interested” response Process
    Customer provided Information (CPI)
    Benefits for free – an incredible loyalty builder
    Structure your organization to maximize effectiveness
    Metrics, ah metrics and Incentives too
    Retention, not just retaining customers
    Outbound!
    9
  • Customer Dashboard - Offers
    10
  • Performance Reports
    11
  • 12
    Social Network – the real one
  • Inbound bentThings that don’t easily work
    Key word Search (Offer Search)
    Chocolate Bar v. Milk…what to data mine?
    Offer History
    Multi channel…yes, I said it was needed.
    13
  • Customer Offers History
    14
  • If “Next is Now”…what’s Next?
    Technology will outpace where we are.
    “Don’t skate to where the Puck is, Skate to where it is going to be”
    Customers don’t care about you, but they care what their “friends and family” think…
    Data analysis, in every aspect, is going to continue to have breakthroughs as technical ability grows.
    Think Big, Start Small….Deliver value quickly
    15
  • Questions?Or other ideas?
    16
  • Customer Dashboard – Captured date hover
    17
  • Customer Dashboard – Offer Details
    18
  • 2010 Agent Extension Target Analysis
    Agent Extension Target Report :
    Measure percentage of agents meeting extension target each month.
    RESULTS
    Overall increase in number of agents meeting offer extension target.
    80% - 100% Retention/Loyalty agents meeting the extension target.
    3.8% increase expected next month
  • Customer Dashboard – Search offers
    20