Wharton Undergraduate Marketing Conference

Disruption in the Force November 6, 2009 A New Hope? Will the Empire Strike Back? November 09 Garfield Group Page 1

November 09 Garfield Group Page 2

Larry Garfield, CEO Garfield Group Branding •  Brand Strategy and Creative Lead •  Over 25 years of agency experience •  Some Clients: IBM, AT&T, Novell, Samsung, Switchboard.com, Black & Decker, Holiday Inn, DuPont, IMS Health, Vertex, Bose Corporation, BioClinica lgarfield@garfieldgroup.com linkedin.com/in/larrygarfield 11/15/09 Garfield Group Page 3

360-degree communications November 09 Garfield Group Page 4

The Outbound Mix November 09 Garfield Group Page 5

The rules have changed •  Customers have greater control –  What- When- How –  They speak to each other about you •  Disruption has its limitations •  Today’s mantra: connect and engage with customers –  A dialogue; earn the right to a relationship November 09 Garfield Group Page 6

The Inbound Mix November 09 Garfield Group Page 7

The new toolbox November 09 Garfield Group Page 8

Campaign Planner 11/15/09 GGI Overview 9

The New Rules of Engagement •  Think like a Publisher: journalistic, valuable content •  Hone in on those “buyer personas” that are making purchasing decisions •  Develop great content –  Think like a VC or Film Producer: cool content –  What do we want buyers to believe about our products/ services? •  Measure in new ways –  How many people are exposed to our ideas? –  How many downloads? –  How many interactions turn to leads– turn to sales? Source: David Meerman Scott November 09 Garfield Group Page 10

Competing with Strategy

Dean Whitney, President Garfield Group Interactive •  Digital strategy •  Solution Architecture •  Creative Lead 617-431-5065 dwhitney@garfieldgroup.com @deanwhit 11/15/09 Garfield Group Page 12

Integrated Marketing Results (KPIs) Tactics •  Search rank •  Websites/blogs •  Audience Acquisition •  Lead gen programs •  Brand recognition •  Organic Search •  Apps (Twitter, Facebook) •  Quality of Engagement •  Social Media •  Leads & Customers •  Branding/Print Nov-15-09 Garfield Group Interactive Page 13

The consumer decision journey •  Consumers are moving outside the purchasing funnel—changing the way they research and buy your products. McKinsey & Company JUNE 2009 • David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik000 Nov-15-09 Garfield Group Interactive Page 14

They influence each other… 2009 4 Billion Tweets 2010 40 Billion Tweets 11/15/09 Garfield Group Page 15

??? Web 2.0 16 Nov-15-09 Garfield Group Interactive

Site Proﬁle

Word of Mouth 11/15/09 Garfield Group Page 18

Not everyone is the same 11/15/09 Garfield Group Page 21

Target Audience •  Influencers Nov-15-09 Garfield Group Interactive Page 22

Features Research Feature Set Findings Wireframes Strategy Business Requirements

Features matrix

Agile Development Microsoft Release History 1985 2007 Flickr Release History 2004 O’Rielly Radar – October 2006 2006 Agile Iterative Development Benefits   Release early and often (perpetual   Faster time to market / Reduced risk beta)   Closer relationship with customers   Trust users as co-developers and real- time testers   Real-time data to make quantifiable decisions   Incrementally release new products   Increased responsiveness 11/15/09 GGI Overview 25

Involve end users early Implementation Jun Jul Aug Sep Oct Nov Finalize features and requirements, set up issue tracking Detailed Design, business process modeling, proof of concept (POC), portal staging Implement hosting, platform configuration, feature backlog/iteration plan Template development, custom applications, custom data services, 3rd Party integrations QA and performance testing, UAT testing User training & Roll-out (TPA, Admin) Launch Plan POC Closed Beta Launch Alpha Nov-15-09 Garfield Group Interactive Page 26

“Make it as simple as possible. But no simpler.” - Albert Einstein

Nov-15-09 Confidential 28

Feature Rich – Experience Poor 11/15/09

Nov-15-09 Confidential 30

Press to Honk Horn Turn key to start Turn knob to adjust volume Nov-15-09 Confidential 31

Social Media Operations Promotion ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ Reputation ✓ ✓ ✓ ✓ ✓ ✓ Nov-15-09 Garfield Group Interactive Page 32

11/15/09 Garfield Group Page 33

Social Media Monitoring Nov-15-09 Garfield Group Interactive Page 34

Competing with Creativity

Competing with Innovation

11/15/09 GGI Overview 42

11/15/09 Garfield Group Page 43

November 09 Page 44

November 09 Page 45

Competing with a Cause

Advertising 47

Advertising 48

Advertising 49

Advertising 50

Holiday Program Results •  32% of emails received a click-through •  Over 1,500 people visited the website; 52% direct traffic, 44% from social media •  Most importantly, raised awareness for Heifer, driving click-throughs to their website for additional donations •  “This may be the most clever thing anybody has ever done to support Heifer.” –  Ray White, Public Relations Director, Heifer International 11/15/09 GGI Overview 51

We drink our own Kool-Aid

Advertising 53

Advertising 54

Advertising 55

Advertising David Meerman Scott Webinar November 17 @ 3pm http://www.garfieldgroup.com/thelab-webinar 56

Thank you. Questions?

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Wharton Undergraduate Marketing Conference

by Dean Whitney on Nov 15, 2009

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Wharton Undergraduate Marketing Conference — Presentation Transcript