Melbourne IT - iStrategy Atlanta


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Melbourne IT - iStrategy Atlanta

  1. 1.
  2. 2. About us<br />Representative Clients:<br />AB InBev<br />Coca – Cola<br />Deloitte<br />GlaxoSmithKline<br />Georgia Pacific<br />Kimberly-Clark<br />Lego<br />Lufthansa Systems<br />Oracle<br />RBS<br />SocieteGenerale<br />Starbucks<br />Volvo<br /> Melbourne IT DBS helps organizations manage, protect and optimize their brands online to maximize the value of their online assets<br /><ul><li>#1 provider of digital brand management solutions
  3. 3. 3,500 clients, 602,000+ domains under management
  4. 4. Global scope – 15 offices in 10 countries, 220+ staff, 3500 clients
  5. 5. Successfully established the .biz domain via JV with Neustar
  6. 6. Long-established partnerships with industry leaders</li></li></ul><li>Internet naming is changing too <br />Today<br />With New TLDs<br />
  7. 7. Logical organization<br />.jewellers<br />.sport<br />category:<br />.bank<br />.film<br />.shop<br />place:<br />.berlin<br />.nyc<br />.london<br />.canon<br />.hitachi<br />.deloitte<br />brand:<br />community:<br />.scot .mls .gay .bank<br />
  8. 8. Extensive new gTLD naming possibility<br />…with restrictions <br />Country names and all 2 letter combinations<br />3 letter country abbreviations <br />No numerals allowed<br />Words deemed offensive<br />Nearly unlimited URLs for exclusive use<br />Name possibility<br />
  9. 9. Reclaiming brand position on the web<br />.bentley ?<br /><br />One of the most famous luxury car brands in the world<br />Established 1919<br />Developer of 3D CAD design software<br />Established 1984<br />
  10. 10. Names you can trust<br />.deloitte<br />.delloite<br />Not allowed<br />.deloite<br />.deloittr<br />
  11. 11. IP protection<br />Improved marketing effectiveness<br /><ul><li>Offline/online connection</li></ul>Search engine optimization<br />Brand positioning<br />Security<br />New applications<br />The five reasons to get your own TLD<br />8<br />
  12. 12. First the caveats<br />Subtle and elusive<br />Not immediate<br />Disconnection between actions and results<br />Results will vary<br />And one more<br />None of this stuff exists yet<br />Search engine optimization<br />9<br />
  13. 13. Improved performance for entire TLD on key terms<br />Authenticity<br />Focus<br />Happens today<br />Better user of existing SEO techniques, such as<br />Keyword density in URLs<br />Second level domain optimization<br />Long tail optimization<br />Increased click rates in same position<br />Friendly URLs more clearly indicate content of page, fit entirely into display area, and can be more inviting<br />Tantamount to rising in search position<br />Search engine optimization<br />10<br />
  14. 14. World Federation of Advertisers<br />July 2011 member company survey<br />45% of members intend to apply for one or more gTLDs<br />Melbourne IT conversations<br />More than 300 companies engaged<br />Verisign estimates<br />Up to 1500 applications<br />2/3 will be brand names<br />Adoption<br />11<br />
  15. 15. Brand engagement<br /><ul><li>2/3 of online searches are driven by exposure to some form of off-line advertising and/or promotion.</li></ul>INFLUENCERS<br />BUYERS<br />PARTNERS<br />.brand URLs will create the bridge between off- and online media and simplify the search process with meaningful URLs <br />
  16. 16. Desirability of short URLs<br />Ease of entry<br />Memorable<br />Meaningful<br />Simplifies search<br />Brand engagement<br />http//<br />news.cnn<br />It’s estimated ~ 40% of Internet users access the web via a handheld device<br />
  17. 17. Marketing challenges continuously evolve.<br />Yet acompany’s brand will always remain the <br />constant foundation and an equity driver for the business<br />
  18. 18. Creating a digital anchor<br />ATTRACT<br />ENGAGE<br />ACTIVATE<br />ADVOCATE<br />.brand can create the digital anchor for brands <br />Anchoring customer connections and relationship for the brand across the engagement process<br />Slide 15<br />
  19. 19. Using .brand to connect audiences<br />ATTRACT<br />BUYERS<br />ENGAGE<br />INFLUENCERS<br />ACTIVATE<br />Brand Advocate<br />ALLIANCES<br />FIELD SALES <br />PARTNERS<br />Slide 16<br />
  20. 20. Using .brand to connect audiences<br />ADVOCATE<br />ATTRACT<br />ENGAGE<br />ACTIVATE<br /><ul><li>B2C
  21. 21. B2B</li></ul>Generate Interest and Supports Decision Making<br />Introduces Brand, Products, Services and Create Familiarity<br />Provide Demonstration and Motivate Purchase<br />Stimulate, Influence and Promote Advocacy<br />BUYERS<br /><ul><li>Family/Friends
  22. 22. Support Groups</li></ul>INFLUENCERS<br /><ul><li>Associations</li></ul>ALLIANCES<br /><ul><li>Organizations</li></ul>PARTNERS<br /><ul><li>Channel
  23. 23. Brand Alliance</li></ul>FIELD<br /><ul><li> Marketing
  24. 24. Sales</li></ul>Slide 17<br />
  25. 25. Brand URLS to engage with customers<br />ENGAGE<br />ADVOCATE<br />ATTRACT<br />ACTIVATE<br />Actual:<br />Better:<br />heroes.bud<br />
  26. 26. Timeline<br />Applications Public<br />Next chance to apply<br />Application<br />Period<br />ICANN Communication Period<br />Evaluation<br />Delegation<br />Jun <br />2011<br />2014<br />2015<br />2016<br />2013<br />Nov <br />2012<br />Jan <br />2012<br />Apr <br />2012<br />Unlikely to allow new applications<br />Review strategy and make decision<br />Prepare application(90 page document)<br />Submit application<br />RECOMMENDED ACTIONS<br />Monitor and respond to other applications<br />Update domain name and brand protection strategy<br />
  27. 27. Courses of action<br />Options<br />Strategic Business Review<br />Apply and withdraw<br />(purely defensive)<br />Don’t Apply<br />(wait and see)<br />Apply and begin using <br />Key Consideration:<br />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.<br />
  28. 28. First round - companies with phonetically similar names could apply and could likely be awarded the name of choice.<br />(neither would likely want to file an abjection due to cost)<br /> gTLD owner could object to subsequent round applications on the grounds of phonetically confusingly similar.<br />Considerations<br />
  29. 29. .com & others will continue to serve the mass market need <br />.brand will provide an opportunity for market savvy enterprises<br />Consumers will quickly learn and adapt<br />Waiting to see could be costly – weigh business risk with brand equity<br />The time to decide is today<br />Will .brand edge out .com<br />22<br />
  30. 30. Determine the strategy that’s right for your organization<br />Select partners<br />Get the application right<br />Adjust brand strategy – online & offline<br />Why Melbourne IT DBS and Partners: <br />New gTLD imperatives<br />Digital brand management experience<br />Domain industry track record<br />Industry affiliations and accreditations<br />Global presence and capabilities<br />
  31. 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. <br />Material in this presentation has been edited from the live-presentation to protect proprietary information. <br />
  32. 32. Sarah Langstone – Director of Strategic Partnerships, Verisign<br />Jake Osborne – VP & Engagement Director, McCann WorldGroup<br />Dr. Bruce Tonkin – co-chair, ICANN<br />Today’s panel<br />
  33. 33. Verisign<br />Verisign - The Premier Registry Service for .brand <br />Verisign is the premiere category leading choice to manage the back-end registry services for .brand gTLD extension<br />Proven expertise as the largest registry in the world – managing .com and .net without fail for over a decade…<br />Connecting the sites that shape the world<br />Experience and tools connecting over 100 million url addresses <br />Managed the infrastructure for .com and .net at 100% availability for more than a decade.<br />We enable the promise of the Internet because these domains deliver all the Internet has to offer.<br />
  34. 34. McCann’s Approach<br />Custom .brand TLD Strategy<br />Discovery – Brand Ambition<br />Business Goals<br />Corporate Brand Strategy<br />Brand Insight – “5 C’s”<br />Key Audience Segments<br />Key Insights: Category, Company, Customer, Culture & Connections<br />Assessment – What are the opportunities for using a .brand TLD?<br />Recommendation – How will the .brand TLD be applied across the engagement cycle?<br />