76% of Consumers Start Research Outside of a Brand’s SiteSource: "The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway" MedaCom (February 2011) 6
Multi-Channel Strategy is KeyConsumer ActivationSource: "The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway" MedaCom (February 2011) 7
We move people, products and culture.Understanding Each Channel
Convergence of Media Channels Traditional Ads Promoted Sponsored Brand Customer Content Press Coverage Brands that ask for Organic shared Corporate Content Social SharesSource: "The Converged Media Imperative: How Brands Must Combine Paid, Owned & Earned Media" Altimeter Group (July 19, 2012) 9
Search is Key in all Stages of the Funnel• Intercept new users• Assist with consideration phase• Directional search 10
Social Plays a Big Part inAwareness Stage• Community building• Engaging content (conversation starters)• Influence new customers• Promote brand advocacy• Improve search visibility11
Utilize Insights to Improve EachChannel• Understand the voice of the customer • Keywords!• Understand Audience • Test potential Pain Points messaging12
We move people, products and culture.Integrating a Multi-Channel Plan
“Life is about taking action, and your work is not driving action, you need to stop & reboot.” -Some Wise Man14
Teachable Fantastic SpendingMoments Plastic Responsibly•1million purchase alerts •New card signups rose •2012Paybefore Awardsdelivered to parents from under 50 to nearly Winner: Best Youthacross the US 1,000 per day Prepaid Program Moving Moving Moving people. products. culture.
Analysis & Measurement• Utilize analytics for continued improvement of channels• Qualitative & quantitative data• “So What?”• Multiple data sources • Web Analytics • Social Listening • Competitive Analysis 24
i.d.e.a. isa progressive creativecommunications leader.We deliver smart, right-sized ideas that live in all the unique places consumers play.Consumers move fast, and so do we, to propel our partners forward and make brandsmatter.