waa_1509_livestrong

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    Notes on slide 1

    2 triggers for this presentation
    - continuing demand for social media and viral marketing (and how results are measure)
    - Giro d Italia (LA not a top contender but still most discussed)

    4 peeks
    - start of TdF
    - Lance comes within a second of the yellow jersey
    - Team Radio Shack announcement
    - Lance finishes 3rd in Paris and is on the podium

    4 peeks
    - start of TdF
    - Lance comes within a second of the yellow jersey
    - Team Radio Shack announcement
    - Lance finishes 3rd in Paris and is on the podium

    4 peeks
    - start of TdF
    - Lance comes within a second of the yellow jersey
    - Team Radio Shack announcement
    - Lance finishes 3rd in Paris and is on the podium

    4 peeks
    - start of TdF
    - Lance comes within a second of the yellow jersey
    - Team Radio Shack announcement
    - Lance finishes 3rd in Paris and is on the podium

    4 peeks
    - start of TdF
    - Lance comes within a second of the yellow jersey
    - Team Radio Shack announcement
    - Lance finishes 3rd in Paris and is on the podium

    4 peeks
    - start of TdF
    - Lance comes within a second of the yellow jersey
    - Team Radio Shack announcement
    - Lance finishes 3rd in Paris and is on the podium

    - additional and specific “channel”
    - digi to road (“take it to the street”) to digital or print again

    - additional and specific “channel”
    - digi to road (“take it to the street”) to digital or print again

    - additional and specific “channel”
    - digi to road (“take it to the street”) to digital or print again

    - additional and specific “channel”
    - digi to road (“take it to the street”) to digital or print again

    - cluster of twitter accounts
    - twitter is not only text, it’s image and video links
    - avatar, yellow ribbon
    - twitter content is agregated by news channels

    - cluster of twitter accounts
    - twitter is not only text, it’s image and video links
    - avatar, yellow ribbon
    - twitter content is agregated by news channels

    - cluster of twitter accounts
    - twitter is not only text, it’s image and video links
    - avatar, yellow ribbon
    - twitter content is agregated by news channels

    - cluster of twitter accounts
    - twitter is not only text, it’s image and video links
    - avatar, yellow ribbon
    - twitter content is agregated by news channels

    - cluster of twitter accounts
    - twitter is not only text, it’s image and video links
    - avatar, yellow ribbon
    - twitter content is agregated by news channels

    - cluster of twitter accounts
    - twitter is not only text, it’s image and video links
    - avatar, yellow ribbon
    - twitter content is agregated by news channels

    - cluster of twitter accounts
    - twitter is not only text, it’s image and video links
    - avatar, yellow ribbon
    - twitter content is agregated by news channels

    - cluster of twitter accounts
    - twitter is not only text, it’s image and video links
    - avatar, yellow ribbon
    - twitter content is agregated by news channels

    - cluster of twitter accounts
    - twitter is not only text, it’s image and video links
    - avatar, yellow ribbon
    - twitter content is agregated by news channels

    - cluster of twitter accounts
    - twitter is not only text, it’s image and video links
    - avatar, yellow ribbon
    - twitter content is agregated by news channels

    - one tweet two days before the event
    - repeated in Glasgow, LA,...

    - one tweet two days before the event
    - repeated in Glasgow, LA,...

    - one tweet two days before the event
    - repeated in Glasgow, LA,...

    - one tweet two days before the event
    - repeated in Glasgow, LA,...

    - announcement during the Tour - 10 mins after the stage finish
    - focus on the future: team doesn’t exist yet but get’s more attention than most existing other teams

    - announcement during the Tour - 10 mins after the stage finish
    - focus on the future: team doesn’t exist yet but get’s more attention than most existing other teams

    - announcement during the Tour - 10 mins after the stage finish
    - focus on the future: team doesn’t exist yet but get’s more attention than most existing other teams

    - announcement during the Tour - 10 mins after the stage finish
    - focus on the future: team doesn’t exist yet but get’s more attention than most existing other teams

    - announcement during the Tour - 10 mins after the stage finish
    - focus on the future: team doesn’t exist yet but get’s more attention than most existing other teams

    Favorites, Groups & Events

    waa_1509_livestrong - Presentation Transcript

    1. Steve Jackson Maarten Patteeuw 15.09.09
    2. Livestrong
    3. Livestrong Lance Armstrong
    4. content • Lance who? • the comeback • Tour de France • Lance/Livestrong in the Tour 2009 • The channels • Twitter - in depth • The future: Team Radioshack • Offsite and onsite measurement • REAN • Business outcomes
    5. Lance who?
    6. Lance who? World Champion 1993
    7. Lance who? World Champion 1993 diagnosed with cancer in 1996
    8. Lance who? World Champion 1993 diagnosed with cancer in 1996 the return in 1999...
    9. Lance who? World Champion 1993 diagnosed with cancer in 1996 the return in 1999...
    10. Lance who? World Champion 1993 diagnosed with cancer in 1996 the return in 1999... livestrong.org is launched in 2003
    11. Lance who? World Champion 1993 diagnosed with cancer in 1996 the return in 1999... livestrong.org is launched in 2003 retires in 2005….
    12. Lance who? World Champion 1993 diagnosed with cancer in 1996 the return in 1999... livestrong.org is launched in 2003 retires in 2005…. ...and makes a comeback in 2008
    13. Tour de France - The Event
    14. Tour de France - The Event • biggest cycling event worldwide every year
    15. Tour de France - The Event • biggest cycling event worldwide every year 1900 accredited journalists broadcasted in 180 countries 3200 hours of broadcasting time www.letour.fr 5 language versions 65 million page vues 13 million visitors 12 million spectators on the course
    16. Tour de France - The Event • biggest cycling event worldwide every year 1900 accredited journalists broadcasted in 180 countries 3200 hours of broadcasting time www.letour.fr 5 language versions 65 million page vues 13 million visitors 12 million spectators on the course • dream of every cyclist to just win a stage or jersey
    17. Tour de France - The Event • biggest cycling event worldwide every year 1900 accredited journalists broadcasted in 180 countries 3200 hours of broadcasting time www.letour.fr 5 language versions 65 million page vues 13 million visitors 12 million spectators on the course • dream of every cyclist to just win a stage or jersey
    18. Tour de France - The Event • biggest cycling event worldwide every year 1900 accredited journalists broadcasted in 180 countries 3200 hours of broadcasting time www.letour.fr 5 language versions 65 million page vues 13 million visitors 12 million spectators on the course • dream of every cyclist to just win a stage or jersey
    19. Tour de France - The Event • biggest cycling event worldwide every year 1900 accredited journalists broadcasted in 180 countries 3200 hours of broadcasting time www.letour.fr 5 language versions 65 million page vues 13 million visitors 12 million spectators on the course • dream of every cyclist to just win a stage or jersey
    20. Tour de France 09
    21. Tour de France 09
    22. Tour de France 09 - Chalkbot
    23. Tour de France 09 - Chalkbot
    24. the channels
    25. the channels
    26. the channels
    27. the channels
    28. the channels
    29. the channels
    30. the channels
    31. Twitter
    32. Twitter •1.9 million followers
    33. Twitter •1.9 million followers •3100 tweets
    34. Twitter •1.9 million followers •3100 tweets • re-tweets??
    35. Twitter •1.9 million followers •3100 tweets • re-tweets?? • ranked #14
    36. Twitter
    37. Twitter
    38. Dublin ride Aug 09
    39. Dublin ride Aug 09
    40. Dublin ride Aug 09
    41. Dublin ride Aug 09
    42. Dublin ride Aug 09
    43. Livestrong the attention shifts from Lance and cycling to…. ...the actual work of the foundation
    44. Team RadioShack
    45. Team RadioShack
    46. Team RadioShack
    47. Multi-Channel Measurement Strategy
    48. Multi-Channel Measurement Strategy Off Site Measurement Strategy ✓ Measuring the level of conversation (aka buzz) around a brand, product or service (BuzzLogic, WhiteVector, BlogScope, BlogPulse, CrimsonHexagon, Google Trends, Xtract, Twitter API tools). ✓ Measuring the level of influence of key individuals and their ideas. (IE Lance Armstrong) ✓ Measuring the level of group participation in 3rd party sites. (FaceBook, LinkedIn) ✓ Measuring the level of engagement of individuals. (Twitter, FaceBook, LinkedIn) ✓ Qualitative measurement. Is the buzz good or bad? Does a comment meet specified criteria? (Positive or negative sentiments? Twendz)
    49. Multi-Channel Measurement Strategy Off Site Measurement Strategy ✓ Measuring the level of conversation (aka buzz) around a brand, product or service (BuzzLogic, WhiteVector, BlogScope, BlogPulse, CrimsonHexagon, Google Trends, Xtract, Twitter API tools). ✓ Measuring the level of influence of key individuals and their ideas. (IE Lance Armstrong) ✓ Measuring the level of group participation in 3rd party sites. (FaceBook, LinkedIn) ✓ Measuring the level of engagement of individuals. (Twitter, FaceBook, LinkedIn) ✓ Qualitative measurement. Is the buzz good or bad? Does a comment meet specified criteria? (Positive or negative sentiments? Twendz) On Site Measurement Strategy ✓ Measuring on site metrics (reach, engage, activation and nurture) with web analytics and related CRM tools. (Omniture, Snoobi, Google Analytics, Salesforce, Eloqua)
    50. Multi-Channel Measurement Strategy Off Site Measurement Strategy ✓ Measuring the level of conversation (aka buzz) around a brand, product or service (BuzzLogic, WhiteVector, BlogScope, BlogPulse, CrimsonHexagon, Google Trends, Xtract, Twitter API tools). ✓ Measuring the level of influence of key individuals and their ideas. (IE Lance Armstrong) ✓ Measuring the level of group participation in 3rd party sites. (FaceBook, LinkedIn) ✓ Measuring the level of engagement of individuals. (Twitter, FaceBook, LinkedIn) ✓ Qualitative measurement. Is the buzz good or bad? Does a comment meet specified criteria? (Positive or negative sentiments? Twendz) On Site Measurement Strategy ✓ Measuring on site metrics (reach, engage, activation and nurture) with web analytics and related CRM tools. (Omniture, Snoobi, Google Analytics, Salesforce, Eloqua) The Point? Use offsite KPIs to validate future campaigns and compare offsite lift with onsite success.
    51. Off Site KPIs Radio Shack (Benchmarks for future campaigns)
    52. Off Site KPIs Radio Shack (Benchmarks for future campaigns)
    53. Off Site KPIs Radio Shack (Benchmarks for future campaigns)
    54. Off Site KPIs Radio Shack (Benchmarks for future campaigns)
    55. Off Site KPIs Radio Shack (Benchmarks for future campaigns) (Left) Search Volume index = 2.00 levelled out at 1.00 (increase of approx 100% over campaign) (Bottom left) Blog post index .0100 peak .0040 average (over July/Aug) (increase over campaign period approx 100%) (Below right) Positive comment index 37%
    56. REACH ENGAGE ACTIVATE NURTURE Livestrong.com Radio Shack Buy a product Website Campaign Newsletter D Google Twitter Search I Pages (BT) Demo a (free) G FaceBook product I Paid Normal T Search Website Download A Free PR CRM offers (with trail) More info L Bloggers Paid PR Shopping Cart Register to Funnel media Charity partners Printed Tour De France Press POS Buy a product Sending O Material Catalog F Billboards F L Order Retail Catalog I Catalog TV outlets Tour De France N E follow up offers Telesales Radio
    57. The Results (if things went badly) 500K more visitors Poor conversion (2.2%)* With AOV ($300)** Approx - $3,300,000 In ONE MONTH! Lance Armstrong may have resulted in a lift of over $3M for RadioShack. * Based on fireclick.com 2.2 average conversion rate for electrical goods. ** Conservative estimate
    58. Contact us Analysis (in it’s many forms) helps you learn Digital strategy, creative, design and technological and taking action based on that analysis solutions that bring results. continuously improves your business results. Our job is to make sure that we plan and define the Our job is to help you succeed in doing these right digital activities to generate ROI. two things well. Visit http://www.frantic.com Visit http://www.kwantic.com Contact: maarten.patteeuw@frantic.com And Get a FREE Analysis All Livestrong strategy and communications is done by Ogilvy www.ogilvy.com Cult Of Analytics DRIVING ONLINE MARKETING STRATEGIES USING WEB ANALYTICS Steve Jackson http://www.blackbeak.com/the-cult-of-analytics/ Available from all good book stores from April 21st 2009 BlackBeak Blog http://www.blackbeak.com/ Articles/posts about online marketing and Analytics
    SlideShare Zeitgeist 2009

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