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Optimization Fitness Plan  Is Your Business Fit Enough to  Keep Up With Your  Customers?  Presented by:  Bryan Eisenberg, ...
http://www.bryaneisenberg.com© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
The Speed of Business Change© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
Your Customers Have Changed          Their Pace. Have You?© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
Advertising onlyaccelerates the inevitable...© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
Social Media dramatically                    increases the velocity!© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
Smartphones             34% of smartphone owners have owned one less than a             year, 80% less than three years.© ...
Tablets                                         Tablet sales will eclipse laptop sales by 2015. Many                      ...
© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
Multi-channel is very, very hard                                                   to execute today.                      ...
March 2011 “Welcome To The Era Of Agile Commerce”© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
Agile business leaders will                                optimize touch-points,                                      not...
Customers want to see a brand        – not separate channels                                                   In         ...
Think Cross-Channel: Consumers will interact      with any channel they want, when they want.© 1998 - 2011 Eisenberg Holdi...
Corporate Agility© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
There is a Huge Gap!© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
•"Execution is not an     event — a onetime     push toward achieving     goals. Rather, it is a     way of life."© 1998 -...
Are you engaged with your   customers across all touch-points?            30% of consumers use three or more retail channe...
It Pays to Be Agile© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
Do it Wrong Quickly            We work on “the plan,” which is            reviewed and approved by execs,            then ...
To Innovate, Experiment Often       • “If youre not prepared to be wrong, youll never come         up with anything origin...
A Marketing Optimization Fitness                      Plan© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
Whack On The Side of The                          Head© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
TweetVP       • In 140 characters or less, tell me the value of doing         business with you.© 1998 - 2011 Eisenberg Ho...
3 Words to Describe You:       • Ask your customers the same about your brand on         Twitter & FB       • How long unt...
Are You In Ecommerce?           Take 10 mystery shoppers:   • Step One: How long does it take from customer order to     f...
Are You In Lead Generation?           Take 10 mystery shoppers to fill out lead forms:   • Step One: How long until they g...
Expion Report© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
Are You A Publisher?                           Everyone should be thinking they are today!© 1998 - 2011 Eisenberg Holdings...
What’s Trending?                         http://www.google.com/trends/hottrends© 1998 - 2011 Eisenberg Holdings, LLC - @Th...
© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
Publishing Agility       • Step One: Pick a Trending Topic and publish something about         it that is relevant to your...
What If The Rules Changed?   • Step One: Identify 25 of your most viewed PPC or FB     Ads   • Step Two: Ask your team to ...
Ideal Data Reporting Structure                                                                 CFO                        ...
Metrics Madness           Open up your marketing dashboard with your KPIs (key           performance indicators):   • Step...
Creative Testing       • How long would it take you to come up with 10 new         experiments with strong hypothesis, not...
Beat Your Benchmarks?                                                   Practice Daily!© 1998 - 2011 Eisenberg Holdings, L...
Take Baby Steps To Improve© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
5 Star Culture Traits  ★ Customer Intimate - Amazon  ★ Remarkable - Virgin  ★ Authentic - Zappos  ★ Nimble - Best Buy  ★ T...
Thank you for listening!    Bryan Eisenberg    bryan@bryaneisenberg.com    Read our blog:    www.BryanEisenberg.com    Cal...
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Marketing Optimization Fitness Plan: Bryan Eisenberg at #fusionmex:

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Presentation by Bryan Eisenberg, the optimization fitness plan, as presented in his first keynote at the Fusion Marketing Experience Antwerp 2011.

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Transcript of "Marketing Optimization Fitness Plan: Bryan Eisenberg at #fusionmex: "

  1. 1. Optimization Fitness Plan Is Your Business Fit Enough to Keep Up With Your Customers? Presented by: Bryan Eisenberg, Partner, Eisenberg Holdings http://www.BryanEisenberg.com @TheGrok© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  2. 2. http://www.bryaneisenberg.com© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  3. 3. © 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  4. 4. The Speed of Business Change© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  5. 5. Your Customers Have Changed Their Pace. Have You?© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  6. 6. © 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  7. 7. Advertising onlyaccelerates the inevitable...© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  8. 8. Social Media dramatically increases the velocity!© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  9. 9. © 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  10. 10. Smartphones 34% of smartphone owners have owned one less than a year, 80% less than three years.© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  11. 11. Tablets Tablet sales will eclipse laptop sales by 2015. Many retailers are seeing 5-10% of traffic from iPads alone. Today.© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  12. 12. © 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  13. 13. Multi-channel is very, very hard to execute today. Photo by hdrdoc© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  14. 14. March 2011 “Welcome To The Era Of Agile Commerce”© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  15. 15. Agile business leaders will optimize touch-points, not channels.© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  16. 16. Customers want to see a brand – not separate channels In Online pervasive engagement Sales Mobile Social Web© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  17. 17. Think Cross-Channel: Consumers will interact with any channel they want, when they want.© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  18. 18. Corporate Agility© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  19. 19. There is a Huge Gap!© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  20. 20. © 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  21. 21. •"Execution is not an event — a onetime push toward achieving goals. Rather, it is a way of life."© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok© 1998 - 2010
  22. 22. Are you engaged with your customers across all touch-points? 30% of consumers use three or more retail channels for any shopping transaction. - Matt Anderson, Booz & Co. 78% of smartphone owners use their phones while they shop. - Eric Schmidt, Google 92% shoppers have more confidence in info sought online vs. anything from a salesclerk or other source. - Wall Street Journal 81% of respondents said theyd received advice from friends and followers relating to a product purchase through a social site; 74% of those who received such advice found it to be influential in their decision. - Click Z© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  23. 23. It Pays to Be Agile© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  24. 24. © 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  25. 25. Do it Wrong Quickly We work on “the plan,” which is reviewed and approved by execs, then we execute flawlessly (or do we?) • We’re looking to hit the arrow in the center—the bulls-eye But what if the game is to score the most points, i.e., the sum of arrow scores. • Shooting three arrows may be much more effective© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  26. 26. To Innovate, Experiment Often • “If youre not prepared to be wrong, youll never come up with anything original” – Sir Ken Robinson (TED 2006) • “To have a great idea, have a lot of them” -- Thomas Edison • If you have to kiss a lot of frogs to find a prince, find more frogs and kiss them faster and faster© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  27. 27. A Marketing Optimization Fitness Plan© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  28. 28. Whack On The Side of The Head© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  29. 29. TweetVP • In 140 characters or less, tell me the value of doing business with you.© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  30. 30. 3 Words to Describe You: • Ask your customers the same about your brand on Twitter & FB • How long until you get 100 responses? • What do the responses say about you?© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  31. 31. Are You In Ecommerce? Take 10 mystery shoppers: • Step One: How long does it take from customer order to fulfillment? What is your Benchmark? • Step Two: Split the 10 into 3 groups. Have them contact customer service by email, phone & Social Media. How long until they get resolution? How did you perform? Were there any breakdowns in operations? Did each channel respond equally? How can you improve? How did you compare to your competitors?© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  32. 32. Are You In Lead Generation? Take 10 mystery shoppers to fill out lead forms: • Step One: How long until they got their first real response – not an automated one from an e-mail auto-responder? • Step Two: How long does it take for them to get a real price for your product or service? • Step Three: Split the 10 into 3 groups. Have them ask a tough question by email, phone & Social Media. How long until they get a correct answer? How did you perform? Were there any breakdowns in operations? Did each channel respond equally?© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  33. 33. Expion Report© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  34. 34. Are You A Publisher? Everyone should be thinking they are today!© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  35. 35. What’s Trending? http://www.google.com/trends/hottrends© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  36. 36. © 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  37. 37. Publishing Agility • Step One: Pick a Trending Topic and publish something about it that is relevant to your business. • Step Two: How long does it take you to create: • a blog post from it? • an online press release? • an online video? • an infographic? • Step Three: How long does it take you to find influencers & socialize it? • Step Four: Ask to make some revisions to it. How long does it take?© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  38. 38. What If The Rules Changed? • Step One: Identify 25 of your most viewed PPC or FB Ads • Step Two: Ask your team to come up with 3 versions of each ad to test. How long does it take to write them? How long does it take to get them implemented?© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  39. 39. Ideal Data Reporting Structure CFO Management Reporting Real - Time Sales & Product Marketing Stats Marketing© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  40. 40. Metrics Madness Open up your marketing dashboard with your KPIs (key performance indicators): • Step One: Go through each one and ask them what the team’s plan and role is as each one of those metrics changes by 20 percent up and by 20 percent down. Do they have clear action items? How long would it take for them to respond? Do you have too many KPIs or are your KPIs not clear enough? Can they prioritize these changes effectively?© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  41. 41. Creative Testing • How long would it take you to come up with 10 new experiments with strong hypothesis, not just variations? • How long would it take to execute on these?© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  42. 42. Beat Your Benchmarks? Practice Daily!© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  43. 43. Take Baby Steps To Improve© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  44. 44. 5 Star Culture Traits ★ Customer Intimate - Amazon ★ Remarkable - Virgin ★ Authentic - Zappos ★ Nimble - Best Buy ★ Test & Tweak - Google© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
  45. 45. Thank you for listening! Bryan Eisenberg bryan@bryaneisenberg.com Read our blog: www.BryanEisenberg.com Call us at (347) 470-GROK (4765) Follow me on Twitter Please: @TheGrok© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok
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