Melbourne IT - iStrategy Atlanta
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  • 1.
  • 2. About us
    Representative Clients:
    AB InBev
    Coca – Cola
    Deloitte
    GlaxoSmithKline
    Georgia Pacific
    Kimberly-Clark
    Lego
    Lufthansa Systems
    Oracle
    RBS
    SocieteGenerale
    Starbucks
    Volvo
    Melbourne IT DBS helps organizations manage, protect and optimize their brands online to maximize the value of their online assets
    • #1 provider of digital brand management solutions
    • 3. 3,500 clients, 602,000+ domains under management
    • 4. Global scope – 15 offices in 10 countries, 220+ staff, 3500 clients
    • 5. Successfully established the .biz domain via JV with Neustar
    • 6. Long-established partnerships with industry leaders
  • Internet naming is changing too
    Today
    With New TLDs
  • 7. Logical organization
    .jewellers
    .sport
    category:
    .bank
    .film
    .shop
    place:
    .berlin
    .nyc
    .london
    .canon
    .hitachi
    .deloitte
    brand:
    community:
    .scot .mls .gay .bank
  • 8. Extensive new gTLD naming possibility
    …with restrictions
    Country names and all 2 letter combinations
    3 letter country abbreviations
    No numerals allowed
    Words deemed offensive
    Nearly unlimited URLs for exclusive use
    Name possibility
  • 9. Reclaiming brand position on the web
    .bentley ?
    Bentley.com
    One of the most famous luxury car brands in the world
    Established 1919
    Developer of 3D CAD design software
    Established 1984
  • 10. Names you can trust
    .deloitte
    .delloite
    Not allowed
    .deloite
    .deloittr
  • 11. IP protection
    Improved marketing effectiveness
    • Offline/online connection
    Search engine optimization
    Brand positioning
    Security
    New applications
    The five reasons to get your own TLD
    8
  • 12. First the caveats
    Subtle and elusive
    Not immediate
    Disconnection between actions and results
    Results will vary
    And one more
    None of this stuff exists yet
    Search engine optimization
    9
  • 13. Improved performance for entire TLD on key terms
    Authenticity
    Focus
    Happens today
    Better user of existing SEO techniques, such as
    Keyword density in URLs
    Second level domain optimization
    Long tail optimization
    Increased click rates in same position
    Friendly URLs more clearly indicate content of page, fit entirely into display area, and can be more inviting
    Tantamount to rising in search position
    Search engine optimization
    10
  • 14. World Federation of Advertisers
    July 2011 member company survey
    45% of members intend to apply for one or more gTLDs
    Melbourne IT conversations
    More than 300 companies engaged
    Verisign estimates
    Up to 1500 applications
    2/3 will be brand names
    Adoption
    11
  • 15. Brand engagement
    • 2/3 of online searches are driven by exposure to some form of off-line advertising and/or promotion.
    INFLUENCERS
    BUYERS
    PARTNERS
    .brand URLs will create the bridge between off- and online media and simplify the search process with meaningful URLs
  • 16. Desirability of short URLs
    Ease of entry
    Memorable
    Meaningful
    Simplifies search
    Brand engagement
    http//www.news.cnn
    news.cnn
    It’s estimated ~ 40% of Internet users access the web via a handheld device
  • 17. Marketing challenges continuously evolve.
    Yet acompany’s brand will always remain the
    constant foundation and an equity driver for the business
  • 18. Creating a digital anchor
    ATTRACT
    ENGAGE
    ACTIVATE
    ADVOCATE
    .brand can create the digital anchor for brands
    Anchoring customer connections and relationship for the brand across the engagement process
    Slide 15
  • 19. Using .brand to connect audiences
    ATTRACT
    BUYERS
    ENGAGE
    INFLUENCERS
    ACTIVATE
    Brand Advocate
    ALLIANCES
    FIELD SALES
    PARTNERS
    Slide 16
  • 20. Using .brand to connect audiences
    ADVOCATE
    ATTRACT
    ENGAGE
    ACTIVATE
    Generate Interest and Supports Decision Making
    Introduces Brand, Products, Services and Create Familiarity
    Provide Demonstration and Motivate Purchase
    Stimulate, Influence and Promote Advocacy
    BUYERS
    • Family/Friends
    • 22. Support Groups
    INFLUENCERS
    • Associations
    ALLIANCES
    • Organizations
    PARTNERS
    • Channel
    • 23. Brand Alliance
    FIELD
    Slide 17
  • 25. Brand URLS to engage with customers
    ENGAGE
    ADVOCATE
    ATTRACT
    ACTIVATE
    Actual: www.budweiser.com/en/world-of-budweiser/mlb/default.aspx
    Better:
    heroes.bud
  • 26. Timeline
    Applications Public
    Next chance to apply
    Application
    Period
    ICANN Communication Period
    Evaluation
    Delegation
    Jun
    2011
    2014
    2015
    2016
    2013
    Nov
    2012
    Jan
    2012
    Apr
    2012
    Unlikely to allow new applications
    Review strategy and make decision
    Prepare application(90 page document)
    Submit application
    RECOMMENDED ACTIONS
    Monitor and respond to other applications
    Update domain name and brand protection strategy
  • 27. Courses of action
    Options
    Strategic Business Review
    Apply and withdraw
    (purely defensive)
    Don’t Apply
    (wait and see)
    Apply and begin using
    Key Consideration:
    Regardless of which option is chosen, it will be necessary to review and update your domain name and online brand protection strategy to prepare for the new landscape.
  • 28. First round - companies with phonetically similar names could apply and could likely be awarded the name of choice.
    (neither would likely want to file an abjection due to cost)
    gTLD owner could object to subsequent round applications on the grounds of phonetically confusingly similar.
    Considerations
  • 29. .com & others will continue to serve the mass market need
    .brand will provide an opportunity for market savvy enterprises
    Consumers will quickly learn and adapt
    Waiting to see could be costly – weigh business risk with brand equity
    The time to decide is today
    Will .brand edge out .com
    22
  • 30. Determine the strategy that’s right for your organization
    Select partners
    Get the application right
    Adjust brand strategy – online & offline
    Why Melbourne IT DBS and Partners:
    New gTLD imperatives
    Digital brand management experience
    Domain industry track record
    Industry affiliations and accreditations
    Global presence and capabilities
  • 31. Trade names shown in this material are registered marks of their respective owners. . Example illustrations should not be construed to imply intent or interest by the company used as an example to establish a gTLD. Representation of trade names are purely to illustrate possible promotional application. Melbourne IT DBS makes no claims as to the accuracy of the information contained in this material.
    Material in this presentation has been edited from the live-presentation to protect proprietary information.
  • 32. Sarah Langstone – Director of Strategic Partnerships, Verisign
    Jake Osborne – VP & Engagement Director, McCann WorldGroup
    Dr. Bruce Tonkin – co-chair, ICANN
    Today’s panel
  • 33. Verisign
    Verisign - The Premier Registry Service for .brand
    Verisign is the premiere category leading choice to manage the back-end registry services for .brand gTLD extension
    Proven expertise as the largest registry in the world – managing .com and .net without fail for over a decade…
    Connecting the sites that shape the world
    Experience and tools connecting over 100 million url addresses
    Managed the infrastructure for .com and .net at 100% availability for more than a decade.
    We enable the promise of the Internet because these domains deliver all the Internet has to offer.
  • 34. McCann’s Approach
    Custom .brand TLD Strategy
    Discovery – Brand Ambition
    Business Goals
    Corporate Brand Strategy
    Brand Insight – “5 C’s”
    Key Audience Segments
    Key Insights: Category, Company, Customer, Culture & Connections
    Assessment – What are the opportunities for using a .brand TLD?
    Recommendation – How will the .brand TLD be applied across the engagement cycle?