Revolutionize Your Direct Marketing with Social/Mobile! - 10 Strategies and 20 Case Studies
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Revolutionize Your Direct Marketing with Social/Mobile! - 10 Strategies and 20 Case Studies Revolutionize Your Direct Marketing with Social/Mobile! - 10 Strategies and 20 Case Studies Presentation Transcript

  •  
  • Yosi N. Heber President Oxford Hill Partners, LLC October 3, 2011 Revolutionize Your Direct Marketing With Social Networking/Mobile! 10 Strategies & 24 Case Studies DMA 2011 – Boston
  • What We’ll Cover Today
    • The Opportunity to Broaden Your Existing Direct Marketing Efforts
    • A “Framework” for Strategic Digital Revenue Growth
      • Social/Mobile’s “Ten Strategic Revenue Drivers”
    • Twenty-four Mini Case Studies – Illustrating the Ten Drivers
    • Leveraging the “Social Circle” for Word of Mouth.
    • The “EQ Pulse ™ ” – Web 2.0 Strategic Framework
    • Big Picture Example & Case Study
    • The World of Mobile Marketing
    • A New Mobile Marketing “Framework”
    • How to Apply these Principles to Your Business
    • *Time for Q & A at the End*
  • Oxford Hill Partners, LLC – What We Do
    • Oxford Hill Partners, LLC is a strategic marketing firm which advises companies with executive level general management and marketing strategy, and the integration of new digital media into their overall business. Our patent pending EQ Pulse™ and EQ Pulse™ – Web 2.0 analytic processes have already been conducted for hundreds of brands around the globe.
    • We’ve been brought in by twenty five of the largest and well known multinational companies in the world to provide marketing, branding, sales, organizational, financial, website, digital, Web 2.0, and general strategy advice:
    • Air Cell
    • American Standard
    • Cherry Aerospace
    • Clorox Company
    • Con Agra Foods
    • Dannon Company
    • Direct Marketing Assoc.
    • Harvard Drug Group
    • Krispy Kreme Doughnuts
    • Nelsons Dr. Bach
    • Nestle
    • Novartis Consumer Health
    • Pitney Bowes
    • Procter & Gamble
    • Reader’s Digest
    • Reckitt Benckiser
    • Rubbermaid/Graco
    • Textron Corporation
    • Telezygology
    • United Health Group
  • Our Thinking and Our Leadership
    • Our “cutting edge” thinking has been featured around the world:
      • At Industry Conferences such as DMA, Conference Board, IIR, Ad:Tech, E-Metrics Summit, and Search Engine Strategies.
      • At Business Schools such as Harvard, Wharton and Columbia.
      • At in-house senior executive Corporate Seminars.
      • In well known publications such as Advertising Age, DM News and Wharton Publishing.
      • On a variety of podcasts and blogs such as Webmaster Radio, I-Media Connection and Podfeed.
    • Twenty three year track record including VP, CMO and General Management positions across multiple industries.
    • Fifteen years of classical consumer marketing including twelve at Kraft General Foods and Dannon (US and Europe).
      • Invented the $550 million kid yogurt category.
      • Grew Dannon Light to become America’s #1 yogurt. Was a pioneer in sales “category/customer management”.
      • Introduced most successful new kid cereal of the decade…Post Marshmallow Alpha Bits.
    • Ten years of extensive, profit generating, digital achievements including four years as CMO of IAC/InterActiveCorp’s Entertainment Division, part of Barry Diller’s internet marketing conglomerate where he worked with sister companies Expedia, Hotels.com, Lending Tree, Ticketmaster, and Match.com.
    • Wharton MBA
    • Board member – Wharton Global Consulting Practicum.
    Yosi Heber (who founded OHP) has extensive senior level experience guiding some of the largest brands in the world:
  • The Opportunity
    • Better leverage your existing website?
    • Tap into the power of Web 2.0, social networking, word of mouth, and mobile to increase consumer engagement?
    • Help you generate significant new and incremental revenue for your business?
    • Drive incremental profit for your company?
    How do you take your existing Direct Marketing programs and widen their scope to leverage the power of social networking, word of mouth, and mobile to:
  • Social Networking & Mobile Ten “Strategic Revenue Drivers” Brand’s Overall Web 2.0 Capabilities and Its Ability to Drive Revenue Initial Customer “Engagement” Customer Education & Entertainment 2 3 EQ Pulse™ – Web 2.0 Patent Pending Methodology Word of Mouth & Viral Active Customer “Participation” Cross Consumer “Interaction” 7 Personalization & Customization Mobility & Mobile Accessibility 8 = Brand Building & Branded “Advocacy” Inbound To Customer (Brand Push) = = Outbound From Customer (Consumer Push) Social Circle 1 4 5 6 10 Relationship Building & Customer Retention “ Call to Action” & Revenue Maximization 9
  • Customer Education & Entertainment 2 1 Initial Customer “Engagement” 3 “ Call to Action” & Revenue Maximization Word of Mouth & Viral Cross Consumer “Interaction” 7 Personalization & Customization Mobility & Mobile Accessibility 8 10 Relationship Building & Customer Retention Brand Building & Branded “Advocacy” Social Circle 4 5 6 9 Active Customer “Participation”
  • Case Study #1 – Initial Customer “Engagement” – Cutting Edge Pharmaceutical Products
    • Approach:
    • Generate trial of a new product leveraging search engine marketing to provide a free incentive.
    • Case Study:
    • Lunesta Sleep Aid (Rx)
  • Case Study #1 (Cont.) – Lunesta Sleep Aid – Paid Search Engine Marketing With Free Trial Incentive
  • Case Study #1 (Cont.) – Lunesta – Paid Search Engine Marketing With Custom Landing Page
  • Case Study #2 Creative Customer Engagement Via Mobile Devices
    • Approach:
    • Get people’s attention by requesting they take a picture of a “QR Code” with their mobile phone.
      • Phone returns with a video, more detailed product information, or a chance to win prizes.
    • Case Study:
    • Jet Blue’s “Win A Free Trip” QR Code Posters
  • Case Study #2 Jet Blue Mobile QR Code Sweepstakes Snap Picture
  • Case Study #3 Customer Education “On the Go”
    • Approach:
    • Leverage a creative iPhone “App” to solve a pressing issue which can’t wait until the customer gets home.
    • Case Study:
    • Clorox Stain Removal “Advisory” Tool – Mobile iPhone App
  • Case Study #3 Clorox My Stain – iPhone App
  • 3 Word of Mouth & Viral Active Customer “Participation” Cross Consumer “Interaction” Brand Building & Branded “Advocacy” Social Circle 4 5 6 “ Call to Action” & Revenue Maximization 7 Personalization & Customization Mobility & Mobile Accessibility 8 10 Relationship Building & Customer Retention 9 Customer Education & Entertainment 2 1 Initial Customer “Engagement ”
  • Social Circle 3 Active Customer “Participation” Word of Mouth & Viral 4 Cross Consumer “Interaction” 5 Brand Building & Branded “Advocacy” 6 “ Call to Action” & Revenue Maximization 7 Personalization & Customization Mobility & Mobile Accessibility 8 10 Relationship Building & Customer Retention 9 Customer Education & Entertainment 2 1 Initial Customer “Engagement”
  • Case Study #4 – Active Customer “Participation” – Consumer Generated Content
    • Approach:
    • Ask your loyal consumers to submit their own videos about your product.
    • Case Study:
    • Dove “Dare to Create A Short Film”
  • Case Study #4 (Cont.) – Dove – Consumer Generated Content “Dare To Create A Short Film”
  • Case Study #5 Customer “Participation” to Influence Major Issues
    • Approach:
    • Leverage Web 2.0/social networking to make it easy for constituents to influence core decision makers.
    • Case Study:
    • President Barack Obama’s Facebook page to influence the health reform debate.
  • Case Study #5 (Cont.) – President Obama’s Facebook Page – Tweet Senator on Health Care
  • Case Study #5 (Cont.) – Type Zip Code – Generates Automated Tweet to Your Senator
  • Case Study #6 Customer “Participation” – “Feel Good” Tools
    • Approach:
    • Allow customers to leverage cool tools and participate with the brand in ways beyond typical.
    • Case Study:
    • Air France “CO 2 Calculator” to help reduce emissions.
  • Case Study #6 – Air France Green/Sustainability Calculator Tool
  • Case Study #6 Air France – Emissions Results and Ways to Offset
  • Social Circle 3 Active Customer “Participation” Word of Mouth & Viral 4 Cross Consumer “Interaction” 5 Brand Building & Branded “Advocacy” 6 “ Call to Action” & Revenue Maximization 7 Personalization & Customization Mobility & Mobile Accessibility 8 10 Relationship Building & Customer Retention 9 Customer Education & Entertainment 2 1 Initial Customer “Engagement ”
  • Case Study #7 – Word of Mouth & Viral to Acquire New Customers
    • Approach:
    • Leverage a viral “tell-a-friend” functionality, and if your customers tell their friends, they get a reward.
    • Case Study:
    • Time Life – Europe
  • Case Study #7 – Time Life – Europe “Tell A Friend” with Reward
  • Case Study #8 Viral & Social Networking “Sales”
    • Approach:
    • Leverage Twitter to “tweet” about promotions and special deals.
    • Case Study:
    • Dell Computers – Dell Outlet
      • Dell has sold over $5 million of excess inventory via this medium (at a cost of virtually zero).
  • Case Study #8 – Dell on Twitter Drove $5 Million in Revenue
  • Case Study #9 Viral & Social Networking “Sampling”
    • Approach:
    • Leverage Facebook to get loyal customers to tell others abut your product line extensions.
    • Case Study:
    • Starbucks – “Share a Pint of New Starbucks Ice Cream.”
  • Case Study #9 – Viral & Social Networking Sampling – Starbucks Ice Cream on Facebook
  • Social Circle 3 Active Customer “Participation” Word of Mouth & Viral 4 Cross Consumer “Interaction” 5 Brand Building & Branded “Advocacy” 6 “ Call to Action” & Revenue Maximization 7 Personalization & Customization Mobility & Mobile Accessibility 8 10 Relationship Building & Customer Retention 9 Customer Education & Entertainment 2 1 Initial Customer “Engagement ”
  • Case Study #10 Cross Consumer Interaction – Blogs/Forums
    • Approach:
    • Create a non threatening community environment for consumers to discuss sensitive issues (and subtly sell your brand).
    • Case Study:
    • Procter & Gamble’s “Being Girl” website (Tampax & Always)
    •  Now in 29 countries.
    •  According to P&G, this community was four times as effective as TV advertising.
  • Case Study #10 – Cross Consumer “Interaction” – P&G Being Girl
  • Case Study #10 – Cross Consumer “Interaction” – P&G Being Girl
  • Case Study #11 Cross Consumer Interaction – Twitter
    • Approach:
    • Subtly plug your brand via a branded Twitter page.
    • Case Study:
    • Philadelphia Cream Cheese
  • Case Study #11 – Philadelphia Cream Cheese Twitter Page With “Subtle Sell” Uses cream cheese
  • Social Circle 3 Active Customer “Participation” Word of Mouth & Viral 4 Cross Consumer “Interaction” 5 Brand Building & Branded “Advocacy” 6 “ Call to Action” & Revenue Maximization 7 Personalization & Customization Mobility & Mobile Accessibility 8 10 Relationship Building & Customer Retention 9 Customer Education & Entertainment 2 1 Initial Customer “Engagement ”
  • Case Study #12 Brand Building & Branded Advocacy
    • Approach:
    • Create a viral web-based tool that allows you to sell products to more than just the one person who is shopping.
    • Case Study:
    • Dunkin’ Donuts – “Dunkin’ Run”
  • Case #12 Dunkin’ Donuts Dunkin’ Run at Work
  • Case Study #13 “Viral” B2B Humor Via You Tube
    • Approach:
    • Subtly leverage your brand name by disseminating a humorous viral video with content that is directly relevant to your target audience’s day to day challenges.
    • Case Study:
    • Blendtec
    •  Their series of videos were seen by 60 million people and increased sales by 20% (at a cost of virtually zero).
  • Case Study #13 (Cont.) – You Tube – Humorous Video Blendtec Episode – 4,811,914 Views
  • Case Study #14 Branded Advocacy through Online Gaming
    • Approach:
    • Create a online game that relates to the brand’s mantra.
      • Consumers test their skills and engage in the brand by playing the game and involving their friends.
    • Case Study:
    • Maxwell House Coffee Machine Game
      • Cleverly focuses on their wide variety of flavors.
      • Subtly gets friends involved in the game to build the brand.
  • Case Study #14 – Maxwell House Coffee Machine – Flavor Variety & Viral Element
  • Case Study #14 (Cont.) Maxwell House Game – Success & Rewards
  • Initial Customer “Engagement” Customer Education & Entertainment 2 3 Word of Mouth & Viral Active Customer “Participation” Cross Consumer “Interaction” Brand Building & Branded “Advocacy” Social Circle 1 4 5 6 Mobility & Mobile Accessibility 8 7 Personalization & Customization 10 Relationship Building & Customer Retention “ Call to Action” & Revenue Maximization 9
  • Case Study #15 Personalization & Customization
    • Approach:
    • Create a value added customized, socially oriented program that can be personalized for each customer’s individual needs.
    • Case Study:
    • Special K “Challenge”
    •  According to Kellogg’s, the ROI from this digital program surpassed TV by a “Factor of 2.”
  • Case Study #15 – Special K – Multiple Personalization Features Plus Coaches and Community
  • Case Study #15 (Cont.) – Forums For Special Targets – Moms and Brides
  • Case Study #16 Mobility & Mobile Accessibility
    • Approach:
    • Offer relevant web services via iPhone Apps
    • Case Study:
    • Kraft Foods “I-Food Assistant” – iPhone App
  • Case #16 – Kraft “I-Food Assistant” Mobile Phone Applications
  • Case Study #17 Services on the Go Via Mobile Web Access
    • Approach:
    • Offer Key Website Content via mobile web so people can access product, technical, and pricing information as well as timely alerts on their mobile phone while they are away from their computer.
    • Case Study:
    • Cisco Systems
  • Case Study #17 – Cisco Systems Mobile Web – Mobile Access
  • Case Study #18 Relationship Building Via Text Messaging
    • Approach:
    • Leverage Mobile Phone “Text Messaging” to provide unique services that build ongoing relationships between the brand and its consumer target.
    • Case Study:
    • Ralston Purina
  • Case Study #18 – Ralston Go2Pets.com Mobile Text Pet Service Finder
  • Case Study #19 “Location Based” Mobile Services
    • Approach:
    • Leverage Location Based Services and provide incentives/rewards for people to “check in” with their mobile phone and tell their friends where they are.
    • Case Study:
    • Bergdorf Goodman/Neiman Marcus Foursquare Application with Rewards
  • #19 – Foursquare – Bergdorf/Neiman Marcus – Location Based Mobile Phone – Viral “Check In”
  • 10 Relationship Building & Customer Retention “ Call to Action” & Revenue Maximization 9 Customer Education & Entertainment 2 3 Word of Mouth & Viral Active Customer “Participation” Cross Consumer “Interaction” 7 Personalization & Customization Mobility & Mobile Accessibility 8 Brand Building & Branded “Advocacy” Social Circle 1 4 5 6 Initial Customer “Engagement”
  • Case Study #20 Call to Action – To Drive In Store Traffic
    • Approach :
    • Provide deep discount incentives through the new social “daily deal” websites via Groupon or Living Social.
    • Case Study:
    • The Gap’s “$50 of Merchandise for $25” offer delivered via Groupon.
      • Sold over 445,000 coupons for over $11 Million.
      • Drove incredible traffic into Gap stores nationwide.
  • Case Study #20 – “Call to Action” Gap “Groupon” Deep Discount
  • Case Study #21 Revenue Maximization Via Cross Sell
    • Approach:
    • Cross Sell/Upsell Beyond the Initial Intended Purchase
    • Case Study:
    • Amazon.com
  • Case Study #21 Amazon – Revenue Maximization Via Cross Sell
  • Case Study #22 Enhance Existing Customer Relationships
    • Approach:
      • Leverage e-mails with existing customers that inform, incentivize, and entertain.
      • Moms sign up and get customized e-mail tips, tools, and offers/subtle promotions for J&J Baby Products.
      • “ Moms to be” can get ovulation alerts sent via mobile phone text messages.
    • Case Study:
    • Johnson & Johnson Baby Center
  • Case Study #22 J&J Baby Centre – E-Mail Newsletters
  • Case Study #22 – J&J Baby Centre “Ovulation” Alerts Via Cell Phone
  • How to Evaluate Your Existing Social/Mobile Efforts
    • So how do you know if your company is doing a good job at leveraging these ten social/mobile revenue drivers and optimizing customer engagement?
    • Introducing Our New Patent Pending Solution, EQ Pulse™ - Web 2.0 :
    Social/Mobile “Strategic” Evaluation
    • The first, simple digital analytic methodology that provides a “30,000 foot” view of a brand’s OVERALL use of Web 2.0 marketing mediums including Social Networking, Word of Mouth and Mobile Marketing.
    • Total EQ Pulse™ - Web 2.0 score measures the overall effectiveness of Web 2.0 digital efforts across all drivers that can potentially increase revenue.
      • Similar to a “FICO” score that measures a person’s credit worthiness.
    • In evaluating over 160 best practices of the brand’s Web 2.0 digital efforts, we issue separate scores for each of ten, broad Web 2.0 strategic revenue driver categories. These help identify strengths, weaknesses and gaps vs. key competitors and vs. industry best practices.
    • We explore best practices such as social networking, word of mouth, mobile marketing, blogs, podcasting, online video and gaming, widgets, Facebook and YouTube presence, consumer generated content, community, personalization, wikis, and search 2.0, etc.
    • We then provide Actionable, Revenue Building Recommendations as well as visual, case study examples.
  • Westgate Company (EQ Pulse ™ - Web 2.0 Example) average strong weak Initial Customer “Engagement” 5.5 - Average 1 Customer Entertainment & Education 7.9 - Strong Personalization & Customization 8.0 - Strong 7 Mobility & Mobile Accessibility 5.4 - Average 8 STRATEGIC SCORING OVERVIEW 4 6 3 2 5 “ Call to Action” & Revenue Maximization 6.8 - Strong Relationship Building & Customer Retention 3.9 - Weak 10 9 Active Customer “Participation” 4.2 Weak Word of Mouth & Viral 5.7 Average Brand Building & Branded “Advocacy” 3.9 Weak Cross Consumer “Interaction” 3.5 Weak Total Scores (1-100 Scale) Westgate = 52 Eastport = 77 Midway = 65 Best Practices = 78 52 = Inbound To Customer (Brand Push) = = Outbound From Customer (Consumer Push)
  • WESTGATE COMPANY (EQ Pulse™ - Web 2.0 Example) Strategic Revenue Driver #3 – Active Customer “Participation” Westgate (4.2) Midway (6.2) Best Practices (7.9) Eastport (8.8) 0 10 5 Weak
    • Comments and Analysis:
    • Eastport leveraged extensive online input gathering mechanisms including “Tell Us What You Think of Eastport.com” links, and “Add Your Own Testimonial” links sprinkled throughout the site. A number of these testimonials were prominently featured on the Eastport homepage.
      • Westgate and Midway did not ask consumers for feedback about their products, although Midway did feature an online “poll” about the benefits of the category.
    • Within the “blogosphere”, Eastport had the most mentions by far with over 2400. Midway had 450, while Westgate had only 33.
      • Eastport and Midway’s comments were overwhelming positive, while Westgate’s were somewhat mixed.
      • Core negative comments for Westgate revolved around the recent voluntary product recall and long waits for customer service representatives in general.
      • Eastport was also the only brand that had their own blog.
    • In consumer generated “visual” media, Eastport had over 500 “YouTube” placements mainly related to their well known flagship product, some of which were very creative and humorous (Midway and Westgate had 27 and 11 YouTube mentions respectively).
      • A recent campaign soliciting consumers to create their own videos generated a substantial amount of free press and goodwill for the Eastport brand.
    • In consumer generated “text” content, Midway’s website solicited consumers to provide a wide array of created “alternative use” ideas for its premium product.
      • Westgate did not solicit any consumer generated content from its customers at all.
    • Across the competitive landscape, only Eastport had a listing in Wikipedia (the listing was fairly extensive).
  • The World of Mobile Marketing – Mobile Phones Have Begun to Surpass Computers
    • Mobile is ramping up much faster than desktop computers did (Morgan Stanley – 4/10).
      • In fact, today there are more mobile phones in the world than computers (CNBC – 6/10).
    • Cell phones are now used more for “data” purposes (such as web browsing, text messaging, e-mail, games, social messaging, music, etc.) than for phone calls (New York Times – 5/13/10).
    • Smartphone penetration (iPhone, Android, etc.) will reach a staggering 50% by mid 2011 (Comscore – 12/09).
    • 40% of iPhone users now browse the web more on their phones than on their computers (Advertising Age – 2/10).
    • There are already 200,000 iPhone “Apps” in circulation; 75% of them are “paid” apps (Apple – 4/10).
    • Mobile offers something other marketing mediums cannot… A much higher probability of a message being delivered to the right person at the right time.
    • Mobile coupons, transparent pricing, and branded mobile “apps” will disrupt retail and drive new traffic and sales (Morgan Stanley – 4/10).
  • EQ Pulse™ - Mobile – Patent Pending Methodology Mobile Marketing “Strategic” Framework Mobile’s Ten Strategic Engagement & Revenue Drivers Social Networking & Word of Mouth 8 Mobile Engagement & Customer Acquisition 1 First Impression & Handheld Navigation 2 6 Call to Action & Revenue Maximization Brand’s Overall Mobile Potency & its Ability to Drive Revenue = 7 Customer Retention & Relationship Building Location Specific Marketing 9 Mobile Utility Entertainment Value & Stickiness 4 Internal Cost Reduction 10 Brand Building & Product Merchandising 5 Timely Information & Making Lives Easier 3
  • Case Study #23 – Mobile Customer Retention & CTA Leveraging Mobile Phones to Drive Retail Sales
    • Approach:
    • Allow consumers to use their mobile phones to pay for goods and services via “Mobile Commerce.”
      • Phone acts as the actual “money” and payment mechanism.
      • Phone can also be reloaded or be “topped up” to add available funds.
      • Acts as a loyalty program with rewards.
    • Case Study:
    • Starbucks Mobile Pay
      • Already has millions of users worldwide and has driven significant incremental revenue.
      • Provides free drinks via rewards loyalty mechanisms.
  • Case Study #23 Starbucks Mobile Commerce
  • Case Study #24 Leveraging Mobile to Cut Internal Costs
    • Approach:
    • Leveraging SMS text messaging “reminders” via mobile phones to replace people who normally make the calls.
    • Case Study:
    • Kaiser Permanente (Health Care) SMS Patient Reminders
      • Cut doctor appointment costs by 30%, and saved $275,000 at just a single clinic in one month
  • Case Study #24 Kaiser Permanente
    • Ask Yourself:
    Applying These Methods to Your Business
    • Are you broadening your Direct Marketing efforts with some of the simple social networking and mobile techniques we’ve talked about today?
    • How do your social networking/mobile efforts stack up vs. your key competitors and the industry?
    • How well do you take advantage of the ten “Strategic Revenue Drivers.”
    • Do you feel you are making money?
    Take Action:
    • Apply the ten social/mobile strategic revenue driver concepts to your existing Direct Marketing efforts.
    • If needed, call us to help with a full scale EQ Pulse TM – Web 2.0 or EQ Pulse - Mobile Assessment…
  • Comments or Questions? Feel free to contact me: Yosi Heber President [email_address] (248) 569-9366 www.oxfordhillpartners.com