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iMedia summit Australia 2010

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The digital marketplace is an exceptional environment to access the voice of your customers, your best assets. By listening and communicating to them, you can achieve greater customer satisfaction, …

The digital marketplace is an exceptional environment to access the voice of your customers, your best assets. By listening and communicating to them, you can achieve greater customer satisfaction, customer acquisition, and ultimately business growth & revenue. You may have seen this in individual digital silos or for niche campaigns but what about the long term branding, engagement and customer commitment benefits?


dgm will outline key avenues you can use to effectively listen to those customers who are already speaking to you and understand how you can best harness the dialogue that’s already occurring through your site and via social media activity.


Learn which tools can accelerate your connectivity with customers and sort the insights from the noise. Learn how to really read the data that’s already at your fingertips and translate that into successful strategies for business development and growth.


dgm will illustrate a recent Dell case study which demonstrates the positive outcomes that can be achieved by listening to your customers and leveraging their voice.


Chris Garner, Regional Account Director – Dell, dgm

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  • From this talk today you will be able to take home real life tactics and strategies that will if implemented today will guarantee to increase conversion. We will be covering both downstream on site customer experience recommendations and upstream off site engagement tactics that we have employed with great success
  • it’s conversions—not views, follows, fans, retweets, likes, or diggs—that measure real success.
  • 90% of purchase discussions are made based on word of mouth70% of UK Internet users trust recommendations from strangers when looking for information about goods and services online- 90% trust recommendations from people they know. (Simply Zesty, 2010)But after this the web ranks highly for the most trusted recommendations within the customer journey, and it is these are the main touchpoints that influence our online purchase intent.These touch points include Forums like Whirlpool or MacWorld, Rate City, and Product Review.com and blogs User Generated ContentThey are typically the sites that rank highly for your must targetted keywords.
  • it’s conversions—not views, follows, fans, retweets, likes, or diggs—that measure real success.
  • Seventy percent of brands indicate that they planned to increase spending on offsite social media investment, including Facebook in 2010, according to an eConsultancy study.7 Yet despite the urgency, brands lack a pragmatic approach.The Society of Digital Agencies reports that more than 45% of senior marketers worldwide named social networks and applications their top priority for 2010.Yet despite the urgency, most brands lack a strategy.Arecent survey by Digital Brand Expressions reveals that, while 23% of companies who are engaged with social media have both a strategy and a methodolgy to measure success (or lack thereof).Social media isn’t a set of platforms; it’s an attitude towards engaging with prospects and customers in an open, honest way, and it has to be properly co-ordinated in order to avoid the social media disasters which have become so ubiquitous in the press recently.Let your strategy guide your choice of platform, and not vice-versa, in order to get the most out of your time and effort.Steve Richards is MD of social media agency Yomego and a guest blogger for Econsultancy.
  • it’s conversions—not views, follows, fans, retweets, likes, or diggs—that measure real success.
  • Designer?Developer?Committee?CEO?The board?User Accessible TestingWalled Garden
  • Plug in technology One touch deployment simpler to implement than OmnitureDelivering results in real timeScalable functionality50.1% of online shoppers place items in their shopping cart do not complete the purchase (Core Metrics “Core Metrics Benchmark Industry Report” March 2009)40% of companies don’t have anyone responsible for conversionTechnology alleviates subjectivity and guess work thus minimising the risk of losing customers right the way through the web site funnel
  • it’s conversions—not views, follows, fans, retweets, likes, or diggs—that measure real success.
  • Fragrance Direct adds an extra $2 million per annum through testingTurnover has increased by 14.5%The company is forecasting a 4.5 fold ROI within the next 6 months
  • it’s conversions—not views, follows, fans, retweets, likes, or diggs—that measure real success.
  • it’s conversions—not views, follows, fans, retweets, likes, or diggs—that measure real success.
  •  Over the past year an average of 1% of visitors added a review, a significant volume for such a large site. Over 35M user generated reviews
  • More than 20% of US Consumers Use Digital Coupons: Over 45 million US consumers used digital coupons in 2009, an 18.4% increase from 38 million in 2008. [Source: Growth of Digital Coupons, Coupons inc., February 2010]  Wealthy, Educated Consumers Use Online Coupons: consumers who printed digital coupons in 2009 had an average household income of $97,000, 23% higher than the average household income of about $79,000. [Source: Growth of Digital Coupons, Coupons inc., February 2010]  65% cite the web as important or very important in making buying decisions, up an impressive 50% over the past year. [comScore via Econsultancy Blog, February 2009]  53% of consumers are using coupons more often, with 29% of consumers surveyed using online coupon sites to cut shopping expenses. [comScore via Econsultancy Blog, February 2009]
  • 31% of online coupon users started using them in the last 12 months. [Source: Couponstar via InternetRetailing, October 2009]  58% of consumers are more likely to visit online grocery stores or Fast-Moving-Consumer- Goods (FMCG) websites if a coupon is available. [Source: Couponstar via InternetRetailing, October 2009]  46% of internet users surveyed by Couponstar said that coupons influence them to try brands they wouldn't normally buy. [Source: Couponstar via InternetRetailing, October 2009]
  • it’s conversions—not views, follows, fans, retweets, likes, or diggs—that measure real success.
  • it’s conversions—not views, follows, fans, retweets, likes, or diggs—that measure real success.
  • it’s conversions—not views, follows, fans, retweets, likes, or diggs—that measure real success.
  • it’s conversions—not views, follows, fans, retweets, likes, or diggs—that measure real success.
  • it’s conversions—not views, follows, fans, retweets, likes, or diggs—that measure real success.
  • Transcript

    • 1. Put your customers in control and drive more sales 1
    • 2. 2
    • 3. 3
    • 4. 4
    • 5. 5
    • 6. Source: Nielsen 6
    • 7. 7
    • 8. 10,000,000 9,000,000 8,000,000 Facebook 7,000,000 Unique Users YouTube Wikipedia 6,000,000 Windows Live Messenger Blogger 5,000,000 Yahoo!7 Answers Skype Messenger 4,000,000 Myspace.com Twitter.com 3,000,000 Flickr LinkedIn 2,000,000 Yahoo!7 Messenger Friends Reunited 1,000,000 - Apr-05 Oct-05 Apr-08 Oct-08 Apr-04 Oct-04 Apr-06 Oct-06 Apr-07 Oct-07 Apr-09 Oct-09 Jan-05 Jul-05 Jan-08 Jul-08 Apr-10 Oct-03 Jan-04 Jul-04 Jul-06 Jul-07 Jul-09 Jan-10 Jul-10 Jan-06 Jan-07 Jan-09 Source: Nielsen Netview
    • 9. 9
    • 10. 10
    • 11. 11
    • 12. 12
    • 13. 13
    • 14. 14
    • 15. 15
    • 16. 16
    • 17. 17
    • 18. 18
    • 19. 19
    • 20. Engagement Tactics Social Media 21
    • 21. 22
    • 22. 23
    • 23. Result Tracking On site Customer Experience Relevant Communities Engagement Tactics 24
    • 24. 25
    • 25. 26
    • 26. One source of truth
    • 27. Stand up if you have someone employed to increase website conversion? 32 ?
    • 28. Stay standing if that person utilises conversion management technology to achieve this? 33 ?
    • 29. 34
    • 30. 1 4 2 5 3 6 7
    • 31. Increased conversion by 39%… 7
    • 32. Extra $1.7M sales per After annum through testing
    • 33. 38
    • 34. Increased conversion by 16%…
    • 35. 41
    • 36. 20% increase in conversion in one year = $2.2M in new revenue
    • 37. 45
    • 38. Your Brand 46
    • 39. Your Brand 47
    • 40. Example of brands crowd sourcing relevant social communities 48
    • 41. 49
    • 42. 1 Million unique users in Australia 50
    • 43. 51
    • 44. 52
    • 45. 53
    • 46. 54
    • 47. 55
    • 48. 56
    • 49. Coupons 74,000 searches per month currently 57
    • 50. 100% increase in 2009 Forecast to rise a further 150% in 2010/11 Australian coupon trends 58
    • 51. More than 20% of US Consumers use digital Coupons: Over 45 million [Source: Coupons inc., February 2010] 59
    • 52. 58% of consumers are more likely to visit online grocery stores or Fast- Moving-Consumer- Goods (FMCG) websites if a coupon is available. [Source: Couponstar via InternetRetailing, October 2009] 60
    • 53. Canada coupon trends 61
    • 54. 62
    • 55. Average Transaction Value of Coupons Vs Shopping.com Vs PPC $US TRU $1,200 $1,000 40% 11% 18% 12% 17% 23% $800 $600 $400 $200 $0 Coupon Loyalty / PPC - affiliate Shopping Banners Email PPC Search Reward comparison $US TRU Source: dgm Australia Insights Q4 Consumer Electronics Sample size: $12M+ in revenue
    • 56. 1. Use coupons on high margin products 2. Use “X% off when you spend $Y” 3. Use coupons for upselling 4. Plan for you coupons to go viral 5. Ensure your online checkout can reject inactive coupons 6. Set expiry dates and unique identification to measure redemption 7. Always include Terms & Conditions for coupon use 64
    • 57. Stand up if you have a bought online in the last 12 months? 65 ?
    • 58. Stay standing if you looked for an online coupon before making a purchase? 66 ?
    • 59. 67
    • 60. 68
    • 61. Dell coupons 69
    • 62. 160% increase in Dell coupons searches
    • 63. 71
    • 64. 72
    • 65. 500,000+ visitors Monthly 4 mins on site 73
    • 66. 130,000+ unique users 4M+ page impressions
    • 67. “The community is mostly Australian, and is technical-biased, i.e. who (1) usually perform research online on products and shops before purchasing, and (2) are comfortable to shop online, if that gives them good price” Scott Yang Founder of OzBargain.com.au 75
    • 68. 76
    • 69. Exclusive coupons seeded to OzBargain based on the poll results 20% of total weekly sales in 7 days
    • 70. 25% of Dell’s US annual Twitter performance in 7 days 78
    • 71. feezfun on 22/06/2010 - 15:49 I have only had one occasion to call Dell for assistance. The person at the other end was helpful, it was a slow process and long phone call, but at the end I was told a new power supply would be dispatched and I would receive it in 48hrs. Less than 24hrs later I had the part all covered by warranty. 20,000 words of user generated content 79
    • 72. $20 ROAS 80
    • 73. 81
    • 74. 82
    • 75. Dominos coupons 6,600 searches per month 83
    • 76. 84
    • 77. 85
    • 78. 65,000 pizza’s YTD 86
    • 79. 87 - 10,000 12,000 2,000 4,000 6,000 8,000 Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Orders Delivered Nov-09 Dec-09 Orders Delivered Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10
    • 80. 88
    • 81. 89
    • 82. $25 ROAS 90
    • 83. 91
    • 84. 92
    • 85. responsible for 6.3% of all global single-track downloads 93
    • 86. iPhone app downloaded 1.5M in last 6 weeks 94
    • 87. Used 20Million times in the last 8 weeks 95
    • 88. Shazam 96
    • 89. 97
    • 90. 80,000 70,000 60,000 i-tunes purchased 50,000 40,000 30,000 20,000 10,000 0 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 98
    • 91. 99
    • 92. 100
    • 93. 101
    • 94. 102
    • 95. 103
    • 96. 104 Wasbia Printers Sold 0 100 120 140 40 20 60 80 1 5 9 13 17 Day1 21 25 29 33 37 41 45 49 53 57 61 65 Day3 69 73 77 81 85 89 93 97 101 105 109 113 Day5 117 Hours elasped since Viral Campaign 121 125 129 133 137 141 145 149 153 157 161 Day7 165 169 173
    • 97. 105
    • 98. By 2015, more people will be browsing the internet on mobile devices than a desktop or laptop computer. (Source: Frost & Sullivan) 106
    • 99. Mobile coupons 107
    • 100. Unique bar code scannable coupon 108
    • 101. FMCG Free samples online $2 Off!
    • 102. 110
    • 103. Result Tracking On site Customer Experience Relevant Communities Engagement Tactics 111
    • 104. 112
    • 105. 113
    • 106. http://chrisgarner.posterous.com/ http://twitter.com/cgarner2000 114
    • 107. 115
    • 108. 116
    • 109. 117
    • 110. 118
    • 111. …more examples of brand’s crowd sourcing relevant social communities 119
    • 112. 120
    • 113. 121
    • 114. 15,000 ideas and counting… 122
    • 115. Launched 2.8% solutions and counting… 123
    • 116. 124
    • 117. 125
    • 118. 126
    • 119. 127
    • 120. http://chrisgarner.posterous.com/ http://twitter.com/cgarner2000 128

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