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Sick Puppy Edited Final

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Some key trends and case studies of what online activities are working for marketers and some specific methods and best practice techniques in Search Engine Marketing. Learn how to avoid making costly …

Some key trends and case studies of what online activities are working for marketers and some specific methods and best practice techniques in Search Engine Marketing. Learn how to avoid making costly mistakes through competitive intelligence and how the measurable side of online marketing and web analysis can provide invaluable insights to help with both offline and online marketing strategies. Included in this session will be a look at how to measure your brand value, protecting your brand online and what techniques and practices are working in Search Marketing and how to maximise return on investment in this rapidly growing and most effective marketing channel.

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Transcript

  • 1. Sick Puppy to Top Dog: The Deloitte Story
    David Redhill: Partner & CMO, Deloitte
  • 2. Know your enemy
  • 3. Who are we?
    Global 165,000 people, $27billion revenue 500 Australian grads; no redundancies or reduced hours In South Australia:5 years’ double digit growth (15% FY09)#1 auditors of ASX-listed entities1 in 5 brand awareness 23% of partners are femaleIn FY09 we grew our marketing team…
  • 4. So what do we do?
    • Audit, tax, consulting, FAS
    • 5. Data analytics, digital consulting, forensics, human capital
    • 6. Priorities: cultural diversity, innovation, talent and women
    …in other words, not your average accountancy firm
  • 7. «
  • 8. Six CEOs in a decade.Haemorrhaging clients, money and people.…what reputation?
  • 9. BRW magazine 2004
  • 10.
  • 11. »
  • 12. CFOMagazine 2006
  • 13. AFR July 2008
  • 14. CFO Feb 2009
  • 15. 13
  • 16. Plus…
    • 2009 Accountancy Firm of the Year, CFO Awards
    • 17. 11th on BRW Top 50 Best Places to Work
    • 18. 2009 Australian Business Award, Marketing Excellence
  • 19.
  • 20. Brand Momentum
    “A sense that the brand is of its time and growing in popularity”
    © Principals, 2009
  • 21. What’s the story
    behind the story?
  • 22. Culture InnovationTechnologyBrand
  • 23. Preparedness, not prediction
  • 24.
  • 25. Granularity
    Good data, good reporting and good discipline is giving us a high definition view of our business and the market…along with flexibility, speed and agility.
  • 26. Sales enablement
  • 27. Intensive campaigns
    • Smallsales teams operating in 12 week cycles
    • 28. Focused on a specific offering
    • 29. Targets a tightly defined segment
    • 30. Helps develop competitive advantage through:
    • 31. Reduced cost of sale
    • 32. Building sales skills
    • 33. Accelerated market insight
  • Cycle overview
    100%
    0%
    Tax in the Public Sector
    Adelaide TKUT 3
    Brisbane TKUT 3
    West. Sydney TKUT 3
    Working Capital Management
    Melbourne TOFA
    National Increasing Stakeholder Value
    MIS-MIVT
    BAS MIVT
    Treasury Forecasting Tool
    West. Sydney MIVT
    MIVT In Focus
    Recovery Services - Large Clients
    Debt & Asset Financing
    Accelerating Growth
    CFO Services Toolkit for Volatile times
    National Tax TKUT
    Brisbane MIVT
    Melbourne TKUT
    Middle Market DTECT
    Awareness
    NGER Reporting Readiness
    Perth TKUT
    Forensic & In house Counsel
    Integrated Debt Financing
    Melbourne Transfer Pricing
    Utilisation of Excess Staff Capacity
    Climate Change Taxation
    Life Sciences Industry Group
    E-Discovery
    Sydney Transfer Pricing
    TMT
    Data Driven Forecasting
    Sydney TOFA
    Cost recovery Telecommunications charges
    Leveraging Value from Your Online Channel
    Canberra DAAS 2009
    Warranty and Extended Warranty
    0% 100%
    Interest
  • 34. Intensive Campaigns
  • 35. Innovation & social media
  • 36. Innovation Zone
  • 37. Innovation Academy
  • 38. Innovation @ Deloitte:
    • Formalised process
    • 39. No longer a right – a responsibility
    • 40. Client innovation weeks
    • 41. Aim: 30% revenue from new products
    • 42. Lots of good ideas… and lots of dumb ones
  • Culture of participation
  • 43. The dumbest things we do @ Deloitte
  • 44. The dumbest things we do @ Deloitte
  • 45. Dumbest Things generated:
    • 390 blogs and 41,000 hits to the site
    • 46. Tangible improvements to our business
    • 47. A sense of involvement and impact
  • Why use social media?
    Gather feedback quickly
    Collaborate with large numbers
    Build stakeholder connections
    Connect with undiscovered communities
    Harness collective wisdom
  • 48. 36
  • 49. Category of One
  • 50. 38
  • 51. 39
  • 52. 2008
    Where we’ve been…
    2003
    2004
    2005
    2006
  • 53.
  • 54.
  • 55. Always OneStep Ahead
  • 56. 44
  • 57. 45
  • 58. 46
  • 59. 97.4%
  • 60. 48
  • 61. 49
  • 62.
  • 63.
  • 64.
  • 65. You’re the Creative Director
  • 66. Shaping the brand
    1,184 original concepts
    3000 hits per week on videos
    3,300 headlines posted on Yammer
    1000+ new members join, 38 groups form
    4400 creative directors vote…
  • 67.
  • 68.
  • 69. It’s working
    “…David, thought you might like this – crossing the street with friends last week in Perth, one of them said to me ‘Hey, that reminds me of Deloitte’ – he was referring to the green light on the traffic light. I just had a chuckle to myself…
    Best regards,
    Erin Murphy
    Analyst, Launceston
  • 70. Black Swans incoming…
  • 71.
  • 72.
  • 73.
  • 74.
  • 75. General information only
    This presentation is provided as general information only and does not consider your specific objectives, situation or needs. You should not rely on the information in this presentation or disclose it or refer to it in any document. We accept no duty of care or liability to you or anyone else regarding this presentation and we are not responsible to you or anyone else for any loss suffered in connection with the use of this presentation or any of its content.
    About Deloitte
    Deloitte provides audit, tax, consulting, and financial advisory services to public and private clients spanning multiple industries. With a globally connected network of member firms in 140 countries, Deloitte brings world class capabilities and deep local expertise to help clients succeed wherever they operate. Deloitte's 150,000 professionals are committed to becoming the standard of excellence.
    Deloitte's professionals are unified by a collaborative culture that fosters integrity, outstanding value to markets and clients, commitment to each other, and strength from diversity. They enjoy an environment of continuous learning, challenging experiences, and enriching career opportunities. Deloitte's professionals are dedicated to strengthening corporate responsibility, building public trust, and making a positive impact in their communities.
    Deloitte refers to one or more of Deloitte Touche Tohmatsu, a Swiss Verein, and its network of member firms, each of which is a legally separate and independent entity. Please see www.deloitte.com/au/about for a detailed description of the legal structure of Deloitte Touche Tohmatsu and its member firms.
    About Deloitte Australia
    In Australia, Deloitte has 12 offices and over 4,500 people and provides audit, tax, consulting, and financial advisory services to public and private clients across the country. Known as an employer of choice for innovative human resources programs, we are committed to helping our clients and our people excel. Deloitte's professionals are dedicated to strengthening corporate responsibility, building public trust, and making a positive impact in their communities. For more information, please visit Deloitte’s web site at www.deloitte.com.au.
    Confidential This document and the information contained in it is confidential and should not be used or disclosed in any way without our prior consent.
    Liability limited by a scheme approved under Professional Standards Legislation.
    © 2009 Deloitte Touche Tohmatsu. All rights reserved.
    © 2009 Deloitte Touche Tohmatsu
    Sick Puppy to Top Dog: The Deloitte Story
  • 76. Sick puppy to top dog: The Deloitte story
    Companies often pay lip service to people as their 'greatest asset', but most fail to integrate their marketing and people strategies to enable staff to contribute to growth. Deloitte Australia, recently rated one of Australia's Best Companies to Work For, consistently puts its people at the centre of product, sales and brand campaigns, and equips them to build Deloitte's brand. The effect has been to orchestrate one of the country's most remarkable turnaround stories.
    64
    © 2009 Deloitte Touche Tohmatsu
    Sick Puppy to Top Dog: The Deloitte Story