Larry Chiang Founder, United College Marketing Services Case Study: duck9, Digital Underground Credit Knowledge 9 February...
State of the Industry <ul><li>Online applications still yield lower approval rates </li></ul><ul><li>Higher CPMs don’t tra...
Agenda.  17 yrs boiled into 17min <ul><li>Leveraging the social network effect with user generated content </li></ul><ul><...
Agenda.  17 yrs boiled into a picture duck9.com Seminar for Presidents – American Bankers Association 1. ACQUISITION Banne...
Duck9 in a nutshell <ul><li>New UCMS brand for college vs the  20 credit card ad messages students see an hour </li></ul><...
Duck9 uses Mentor Marketing to Tease and Redirect Internet Traffic <ul><li>Adopt a Consumer Advocacy Truth (CAT) </li></ul...
Duck9 Ranks and Migrates Online Prospects <ul><li>Levels P1 to P10 </li></ul><ul><li>Level P7 bought something </li></ul><...
Leveraging CAT in Online Ad Buys <ul><li>CAT, consumer advocacy truth, leads your banner campaign to solve ONE problem </l...
Seminar for Presidents – American Bankers Association
Converting Clicks into Contestants <ul><li>Pre lead, lead generation </li></ul><ul><li>Easy to do </li></ul><ul><li>Tie yo...
Duck9 Prospect Ranks <ul><li>P2 is jeopardy user (contestants enter here) </li></ul><ul><li>P3 is registered web user </li...
Newsletter Your Contestants <ul><li>Reinforce your “truth”. </li></ul><ul><li>Enter late and leave early </li></ul><ul><li...
Good News: You’ve Won <ul><li>Contestants win in stages </li></ul><ul><li>Migrate up the prospect ranks </li></ul><ul><li>...
Newsletter example Seminar for Presidents – American Bankers Association
Keys to Copying Duck9’s program <ul><li>Connect with real world (seminars) </li></ul><ul><li>Do a contest (schwag in stage...
Contest Form <ul><li>.edu only </li></ul><ul><li>Ping cell before they leave with pizza </li></ul>Seminar for Presidents –...
Contest Form <ul><li>.edu only </li></ul><ul><li>Ping cell before they leave with pizza </li></ul>Seminar for Presidents –...
Duck9 Campus Process <ul><li>Contest that collects name, email, cell phone in person on campus </li></ul><ul><li>Provide i...
“ Danger Danger Will Robinson!” <ul><li>Make it temporary </li></ul><ul><li>Keep it short </li></ul><ul><li>Don’t sell any...
Danger: note credit app and beer Seminar for Presidents – American Bankers Association
Get in. Get out.  Let them get back <ul><li>Unlike five digit short code, The 650-566-9600 # can be called back </li></ul>...
Contest Form <ul><li>Keep it simple </li></ul><ul><li>Get their pen to paper </li></ul><ul><li>Rewarded with Pizza after t...
Contest Form <ul><li>Wealth of info! </li></ul><ul><li>No debt, Some debt, I don’t get it </li></ul><ul><li>Add’l “info” <...
Deal emotionally with unsubs <ul><li>We can take you off our list of successful people </li></ul><ul><li>We’re building a ...
Refocus on Prospect Movements <ul><li>P1 is trying to unsubscribe </li></ul><ul><li>P0 is hates Duck9 </li></ul><ul><li>P2...
Fraud –Add lead value by weeding <ul><li>Age of email— quality of lead </li></ul><ul><li>Match email to social networks su...
Seminar for Presidents – American Bankers Association
Bibliography <ul><li>iMediaConnection </li></ul><ul><li>Ad:tech Podcasts for  </li></ul><ul><ul><li>http://www.imediaconne...
****  Contest: Play Bingo to win free stuff!  Details Duck9.com/Bingo **** Larry Chiang LarryChiang@UCMS.com  125 Universi...
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Seminar for Presidents

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Case Study for Brand Activation

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Seminar for Presidents

  1. 1. Larry Chiang Founder, United College Marketing Services Case Study: duck9, Digital Underground Credit Knowledge 9 February 28, 2011 Case Study for Brand Activation
  2. 2. State of the Industry <ul><li>Online applications still yield lower approval rates </li></ul><ul><li>Higher CPMs don’t translate to CPA or CPAA (cost per active account) </li></ul><ul><li>Our challenges within affiliate programs and SEM/SEO -search mktng/optimization </li></ul><ul><li>New media takes a staff to manage </li></ul><ul><li>UGC, WOM all affect our brand (UGC- user generated content. WOM -word of mouth) </li></ul>Seminar for Presidents – American Bankers Association
  3. 3. Agenda. 17 yrs boiled into 17min <ul><li>Leveraging the social network effect with user generated content </li></ul><ul><li>Catalyzing brand participation from sponsorship or logo display      </li></ul><ul><li>Teasing consumers into a brand experience (slide will have p0>p10) </li></ul><ul><li>Tickling a call-to-action with &quot;Second Supplier Gambit&quot; (SSG) in mind </li></ul><ul><li>Batting “banner blindness” to get to awareness (and even engagement) </li></ul><ul><li>Leveraging C.A.T (consumer advocacy truth) when buying online media </li></ul><ul><li>Bite size-ify-ing your message morsel with buzz, viral, WOM brand platform </li></ul><ul><li>Branding in the negative attention economy with online/offline contests </li></ul>Seminar for Presidents – American Bankers Association
  4. 4. Agenda. 17 yrs boiled into a picture duck9.com Seminar for Presidents – American Bankers Association 1. ACQUISITION Banners SEMO Government Affairs FICO Contests Email PR SSG Sponsorships CSS UGC Wiki Tabling Direct Mail 3. RETENTION Second Stage Premiums SMS & email alerts 24 months to FICO over 700 2. Activation No Comm on Referral Program FICO Prep 4. REFERRAL Coupon to Cut Waitlist Bite size the C.A.T. message 5. Revenue $$$ Goodwill Apps, Lead Gen, Loans, etc
  5. 5. Duck9 in a nutshell <ul><li>New UCMS brand for college vs the 20 credit card ad messages students see an hour </li></ul><ul><li>Duck9 sends SMS reminders to college students to hack credit score </li></ul><ul><li>Get reminded and manipulate your FICO score to 750 </li></ul>Seminar for Presidents – American Bankers Association
  6. 6. Duck9 uses Mentor Marketing to Tease and Redirect Internet Traffic <ul><li>Adopt a Consumer Advocacy Truth (CAT) </li></ul><ul><li>Get emotional </li></ul><ul><li>Develop an Educational Angle to promote your CAT </li></ul><ul><li>Cut it into bite-sized pieces (Cut & Pastes) </li></ul><ul><li>Make it temp - Come Grow Go </li></ul><ul><li>Become #2 (Second-Supplier Gambit) </li></ul>Seminar for Presidents – American Bankers Association
  7. 7. Duck9 Ranks and Migrates Online Prospects <ul><li>Levels P1 to P10 </li></ul><ul><li>Level P7 bought something </li></ul><ul><li>Prospect Heat Maps </li></ul><ul><ul><li>Prospect Level vs Cost per lead </li></ul></ul><ul><ul><li>Prospect Level vs Revenue per lead </li></ul></ul><ul><li>Migrate by Mentoring </li></ul>Seminar for Presidents – American Bankers Association
  8. 8. Leveraging CAT in Online Ad Buys <ul><li>CAT, consumer advocacy truth, leads your banner campaign to solve ONE problem </li></ul><ul><li>Banner blindness for teaser offers or low rates </li></ul><ul><li>Rope clickers into doing something educational </li></ul>Seminar for Presidents – American Bankers Association
  9. 9. Seminar for Presidents – American Bankers Association
  10. 10. Converting Clicks into Contestants <ul><li>Pre lead, lead generation </li></ul><ul><li>Easy to do </li></ul><ul><li>Tie your contest to brand activation </li></ul><ul><li>Work your lead funnel by… </li></ul><ul><li>… ranking </li></ul>Seminar for Presidents – American Bankers Association
  11. 11. Duck9 Prospect Ranks <ul><li>P2 is jeopardy user (contestants enter here) </li></ul><ul><li>P3 is registered web user </li></ul><ul><li>P4 is logged back in once or interacted with Duck9 email </li></ul><ul><li>P5 is conveyed credit data, debt data, etc </li></ul><ul><li>P6 is does something </li></ul><ul><li>P7 is “buys” something </li></ul><ul><li>P8 is refers </li></ul><ul><li>P9 is writes, blogs, invites, hosts </li></ul><ul><li>P10 is buys something as an adult </li></ul><ul><li>P1 is trying to unsubscribe </li></ul><ul><li>P0 is hates Duck9 </li></ul>Seminar for Presidents – American Bankers Association
  12. 12. Newsletter Your Contestants <ul><li>Reinforce your “truth”. </li></ul><ul><li>Enter late and leave early </li></ul><ul><li>Make it easy to recite </li></ul><ul><li>Holy grail is becoming a second supplier </li></ul>Seminar for Presidents – American Bankers Association
  13. 13. Good News: You’ve Won <ul><li>Contestants win in stages </li></ul><ul><li>Migrate up the prospect ranks </li></ul><ul><li>Drive them into you CAT </li></ul><ul><li>Holy grail is becoming a second supplier. And set aside your need to sell them something </li></ul>Seminar for Presidents – American Bankers Association
  14. 14. Newsletter example Seminar for Presidents – American Bankers Association
  15. 15. Keys to Copying Duck9’s program <ul><li>Connect with real world (seminars) </li></ul><ul><li>Do a contest (schwag in stages) </li></ul><ul><li>Rope contestants into doing something educational </li></ul><ul><li>Hone your unit economics </li></ul><ul><ul><li>We pay $3-5 and have a 50% of netting $20 in 90 days </li></ul></ul><ul><ul><li>By providing phone support, we need to make $15-$100 per phone call </li></ul></ul>Seminar for Presidents – American Bankers Association
  16. 16. Contest Form <ul><li>.edu only </li></ul><ul><li>Ping cell before they leave with pizza </li></ul>Seminar for Presidents – American Bankers Association
  17. 17. Contest Form <ul><li>.edu only </li></ul><ul><li>Ping cell before they leave with pizza </li></ul>Seminar for Presidents – American Bankers Association
  18. 18. Duck9 Campus Process <ul><li>Contest that collects name, email, cell phone in person on campus </li></ul><ul><li>Provide immediate service reminding student to pay bill </li></ul><ul><li>Simultaneous SMS / email increases user task urgency </li></ul><ul><li>Second supplier gambit. Get to be the #2 supplier! </li></ul>Seminar for Presidents – American Bankers Association
  19. 19. “ Danger Danger Will Robinson!” <ul><li>Make it temporary </li></ul><ul><li>Keep it short </li></ul><ul><li>Don’t sell anything </li></ul><ul><li>Keep to your mentorship message </li></ul>Seminar for Presidents – American Bankers Association
  20. 20. Danger: note credit app and beer Seminar for Presidents – American Bankers Association
  21. 21. Get in. Get out. Let them get back <ul><li>Unlike five digit short code, The 650-566-9600 # can be called back </li></ul><ul><li>Give them ‘Light’ at the end of the tunnel, “this is 17 th of 24” </li></ul>Seminar for Presidents – American Bankers Association
  22. 22. Contest Form <ul><li>Keep it simple </li></ul><ul><li>Get their pen to paper </li></ul><ul><li>Rewarded with Pizza after they show us SMS </li></ul><ul><li>Pick a prize (they win all three but we profile them. No debt, some debt and I don’t get it.) </li></ul>Seminar for Presidents – American Bankers Association
  23. 23. Contest Form <ul><li>Wealth of info! </li></ul><ul><li>No debt, Some debt, I don’t get it </li></ul><ul><li>Add’l “info” </li></ul>Seminar for Presidents – American Bankers Association
  24. 24. Deal emotionally with unsubs <ul><li>We can take you off our list of successful people </li></ul><ul><li>We’re building a list of 1,000,000 college students with a FICO of 750 </li></ul><ul><li>“ Don’t ya wanna be a part of this?!” Service your unsub with one more service </li></ul><ul><li>Take it personally </li></ul>Seminar for Presidents – American Bankers Association
  25. 25. Refocus on Prospect Movements <ul><li>P1 is trying to unsubscribe </li></ul><ul><li>P0 is hates Duck9 </li></ul><ul><li>P2 is jeopardy user (contestants enter here) </li></ul><ul><li>P3 is registered web user </li></ul><ul><li>P4 is logged back in once or interacted with Duck9 email </li></ul><ul><li>P5 is conveyed credit data, debt data, etc </li></ul><ul><li>P6 is does something </li></ul><ul><li>P7 is “buys” something </li></ul><ul><li>P8 is refers </li></ul><ul><li>P9 is writes, blogs, invites, hosts </li></ul><ul><li>P10 is buys something as an adult </li></ul>Seminar for Presidents – American Bankers Association
  26. 26. Fraud –Add lead value by weeding <ul><li>Age of email— quality of lead </li></ul><ul><li>Match email to social networks subscriber list </li></ul><ul><li>Age of cell phone number </li></ul><ul><ul><li>Match with carriers issuing </li></ul></ul><ul><ul><li>Assume no transport by college student </li></ul></ul><ul><ul><li>Are they friends and family...?!? </li></ul></ul><ul><li>Non typical profile of debtor </li></ul><ul><li>Highly tech competent fraudsters </li></ul><ul><ul><li>SMS from a landline! </li></ul></ul><ul><ul><li>Semi-automated genius fraudsters </li></ul></ul>Seminar for Presidents – American Bankers Association
  27. 27. Seminar for Presidents – American Bankers Association
  28. 28. Bibliography <ul><li>iMediaConnection </li></ul><ul><li>Ad:tech Podcasts for </li></ul><ul><ul><li>http://www.imediaconnection.com/content/16113.asp </li></ul></ul><ul><li>http://500hats.typepad.com </li></ul><ul><li>http://redeye.firstround.com/ </li></ul><ul><li>http://4info.typepad.com/blog/ </li></ul><ul><li>http://searchengineland.com/ </li></ul><ul><li>http://rafer.wirelessink.com/ </li></ul>Seminar for Presidents – American Bankers Association
  29. 29. **** Contest: Play Bingo to win free stuff! Details Duck9.com/Bingo **** Larry Chiang LarryChiang@UCMS.com 125 University Avenue, Suite 100 Palo Alto CA 94301 Seminar for Presidents – American Bankers Association
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