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Compete Iab Presentation On Transparency (04 June2007)
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Compete Iab Presentation On Transparency (04 June2007)

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  • Welcome – morning – Pacific time joke Compete intro – who I am
  • Transcript

    • 1. Embracing transparency in marketing OPEN UP! IAB Leadership Forum User-Generated Content & Social Networking June 4, 2004 Stephen DiMarco Chief Marketing Officer [email_address]
    • 2. All in 45 minutes…
      • Real-time research
      • A transparency framework
      • Real-world marketing examples
      • Some exciting new applications
    • 3.  
    • 4. Significantly more transparent Significantly less transparent Neutral Compared to other companies in your market, how transparent are you in dealing with your customers, employees and/or partners? 1 2 3 4 5
    • 5. Significantly more transparent Significantly less transparent Neutral Compared to other companies in your market, how transparent are you in dealing with your customers, employees and/or partners? 1 2 3 4 5 1’s and 2’s raise your hands
    • 6. In the next 90 days 1’s and 2’s, how long will it take for you to be considered “more transparent” than half the companies in your market? Before the end of this year Before the end of next year The internal debate rages on It will never, ever happen
    • 7. In the next 90 days 1’s and 2’s, how long will it take for you to be considered “more transparent” than half the companies in your market? Before the end of this year Before the end of next year The internal debate rages on It will never, ever happen keep your hands up
    • 8. So, how long it will take customers to find out something you don’t want them to know ?
    • 9. Transparency is more than just a buzzword
    • 10. Consumers: why do you engage in social networking? Meet people Be entertained Learn something Influence others 78% join to communicate with existing colleagues or develop new acquaintances 47% join in order to find entertaining content such as photos, music or videos 38% join to get information from other people about topics that hold particular interest to them 23% join to express their opinions in a forum where their ideas can be discussed or acted upon
    • 11. How much control should I maintain over CGC? How much CGC exposure should I seek to create among target consumers? Mini-Sites, Promotions, & Events Integration Into Your eCommerce Platform Brand Management on Third Party Sites CGC starting point Marketers: how can you balance exposure and control?
    • 12. A tale of two consumer-generated ad campaigns
      • Do
      Don’t ~ 500,000 visits < 50,000 visits
    • 13. Consumer-generated versus professionally edited content
      • Yelp has become the definitive site for reviews of local businesses
      • 344% year-over-year growth; 80% of the community considers content to be as trustworthy as if it came from a family member or friend
    • 14. Digg cedes editorial control to readers…
      • Explosive growth and increasing levels of engagement
      The Growth of Digg.com Unique Visitors and Page Views per Unique Visitors from March 2006 through March 2007
    • 15. … but then stopped, suffered and gave it back again….
      • … after thousands of comments, you’ve made it clear. You’d rather see Digg go down fighting than bow down to a bigger company. We hear you, and effective immediately we won’t delete stories or comments containing the code and will deal with whatever the consequences might be …
      • If we lose, then what the hell, at least we died trying.
    • 16. Sheraton re-launched its site as a social platform
      • New site de-emphasizes reservation funnel
      • Audience encouraged to read & share experiences
    • 17. More consumer content and a higher conversion rate
      • Conversion improved following the Q2 re-launch
      • Thousands of customer stories about Sheraton properties
      Sheraton Online Conversion Performance (% of Sheraton site visitors reaching each step of the hotel booking process)
    • 18. February 14 th – nightmare or opportunity for JetBlue?
      • Operational miscues had a larger negative impact on people who had not flown JetBlue in the prior twelve months
      • Discrepancy marks a significant threat to JetBlue’s expansion plans
      Consumer Sentiment following JetBlue’s February operational issues (Impact on travelers’ likelihood to fly JetBlue in the future)
    • 19. JetBlue used a Customer Bill of Rights to win confidence
    • 20. JetBlue’s engagement and booking have recovered
      • Admission of operational shortcomings resonated with consumers
      • Potential upside from fast response, honest dialogue and a resilient brand (what other companies can claim this?)
      JetBlue Online Booking Funnel Share of JetBlue.com visitors searching, selecting, and booking flights, January through March 2007 J-07 F-07 M-07 J-07 F-07 M-07 J-07 F-07 M-07
    • 21. Does behavioral targeting really benefit consumers?
      • behavioral targeting can be creepy …
    • 22. But when its linked to real value , consumers love it
      • Upromise toolbar users …
      • Return to Upromise.com 3X as often as non-toolbar members
      • Shop the Upromise mall 8X as often as non-toolbar members
      • Save 7X more in the online mall than non-toolbar members
    • 23. Compete is making web analytics more transparent
      • old
    • 24. Opening up our metrics to anyone who wants to know more
      • new
    • 25. The more we’re transparent, the more we grow
    • 26. Are you ready for more transparency?
    • 27. Bringing it all together in a neat package
      • How should we approach consumer generated advertising?
      • What’s the value of incorporating consumer ratings & reviews?
      • How much/little moderation is necessary?
      • How do we handle bad news when it gets out?
      • Should we reinvent our website?
      • What’s the right way to do behavioral targeting?
      Upromise Sheraton, Compete Digg, JetBlue Digg, Yelp Yelp Doritos, Chevy