Compete Iab Presentation On Transparency2 (04 June2007)

Embracing transparency in marketing OPEN UP! IAB Leadership Forum User-Generated Content & Social Networking June 4, 2007 Stephen DiMarco Chief Marketing Officer [email_address]

All in 45 minutes…
Real-time research
A transparency framework
Real-world marketing examples
Some exciting new applications

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

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

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

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

So, how long it will take customers to find out something you don’t want them to know ?

Transparency is more than just a buzzword

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

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?

A tale of two consumer-generated ad campaigns
Do
Don’t ~ 500,000 visits < 50,000 visits

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

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

… 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.

Sheraton re-launched its site as a social platform
New site de-emphasizes reservation funnel
Audience encouraged to read & share experiences

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)

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)

JetBlue used a Customer Bill of Rights to win confidence

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

Does behavioral targeting really benefit consumers?
behavioral targeting can be creepy …

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

Compete is making web analytics more transparent
old

Opening up our metrics to anyone who wants to know more
new

The more we’re transparent, the more we grow

Are you ready for more transparency?

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

Compete Iab Presentation On Transparency2 (04 June2007)

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