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consulted for Zappos Shoes on creating better consumer marketing ROI via effective and measured social, traditional, online, and mobile branded campaings

consulted for Zappos Shoes on creating better consumer marketing ROI via effective and measured social, traditional, online, and mobile branded campaings

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Zappos Ppt

  1. 1. Michelle Thomas Aaron Magness Zappos, Inc
  2. 2. Goals of “The Zappos” <ul><li>In 12 months we will have a.... </li></ul><ul><ul><li>10% Increase in sales </li></ul></ul><ul><ul><li>30-50% Less Wasted Media </li></ul></ul><ul><ul><li>10% Reduction in Client CPA </li></ul></ul><ul><ul><li>% of Agency Compensation based on Performance </li></ul></ul>
  3. 3. Goals of “The Zappos” <ul><li>This will be accomplished via... </li></ul><ul><ul><li>Long Tail, Multi-Platform Media </li></ul></ul><ul><ul><li>Traditional, Interactive, and Social Media Analytics </li></ul></ul><ul><ul><li>Monthly Campaign Optimization </li></ul></ul><ul><ul><li>Using Social Media to Reduce Price Comparisons by Selling Value </li></ul></ul>
  4. 4. The Long Tail Media Buy <ul><ul><li>Avoid High Priced DMA / MSAs </li></ul></ul><ul><ul><li>Buy on CPM within Target Demographic </li></ul></ul><ul><ul><li>Round Robin Media Purchases </li></ul></ul><ul><ul><li>Use Analytics to Measure Conversions </li></ul></ul>
  5. 5. Media Anaytics <ul><ul><li>Web Traffic / Conversions </li></ul></ul><ul><ul><li>Phone Calls </li></ul></ul><ul><ul><li>Coupons </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><li>Mobile Media </li></ul></ul>
  6. 6. Campaign Optimization <ul><ul><li>Media Type </li></ul></ul><ul><ul><li>Targeted Demographic </li></ul></ul><ul><ul><li>Targeted Geographic </li></ul></ul><ul><ul><li>Format </li></ul></ul><ul><ul><li>Flight </li></ul></ul><ul><ul><li>Day Part </li></ul></ul><ul><ul><li>Cost vs Conversions </li></ul></ul>
  7. 7. Internet Presence Site Uniques Monthly Delta Annual Delta # of Top Traffic Referrals Sites Zappos 5,565,112 -2.56% 31.11% 4,552 ShoeBuy 2,565,244 -2.50% 12.57% 0 Shoes 1,463,109 3.01% 10.89% 0 Net-A-Porter 186,332 3.90% 44.29% 0 BlueFly 829,577 -4.33% 18.71% 0
  8. 8. Internet Threat Site Uniques Monthly Delta Annual Delta # of Top Traffic Referrals Sites Zappos 5,565,112 -2.56% 31.11% 4,552 BizRate 16,100,826 -3.42% -18.51% 9,712 Shopzillia 10,638,875 3.69% -15.78% 8,156 Amazon 66,254,538 3.25% 20.56% 97,937 Macys 9,382,307 3.17% 23.28% 6,864
  9. 9. Campaign Optimization <ul><ul><li>Media Type </li></ul></ul><ul><ul><li>Targeted Demographic </li></ul></ul><ul><ul><li>Targeted Geographic </li></ul></ul><ul><ul><li>Format </li></ul></ul><ul><ul><li>Flight </li></ul></ul><ul><ul><li>Day Part </li></ul></ul><ul><ul><li>Cost vs Conversions </li></ul></ul><ul><ul><li>Social Media Re-enforcement </li></ul></ul>
  10. 10. Social Media Optimization <ul><ul><li>1% Media Spend is on Social Media </li></ul></ul><ul><ul><li>5,551 Influential Posts </li></ul></ul><ul><ul><li>80% Influencers give Positive Perception </li></ul></ul><ul><ul><li>Influence Drives +10% FREE Traffic </li></ul></ul>
  11. 11. Social Media Goal <ul><ul><li>Drive 2-5x in Additional Social Media </li></ul></ul><ul><ul><li>1x = 10% of Total Zappos Traffic </li></ul></ul><ul><ul><li>2-5x = 1-2.5 MM Additional Visitors </li></ul></ul>
  12. 12. Adreka Overview Adreka delivers a breakthrough in process automation making advertising more accessible, affordable, and accountable.
  13. 13. Today's Advertiser Pain
  14. 14. Tomorrow’s Media Solution
  15. 15. Tomorrow’s Media Solution
  16. 16. Tomorrow’s Media Solution
  17. 17. Tomorrow’s Media Solution
  18. 18. Tomorrow’s Media Solution
  19. 19. Tomorrow’s Media Solution
  20. 20. Tomorrow’s Media Solution
  21. 21. Tomorrow’s Media Solution
  22. 22. Tomorrow's Advertiser Relief
  23. 23. Services Integration
  24. 24. Industry Players
  25. 25. <ul><li>John Cataldi, CEO </li></ul><ul><li>Barry Derrick, COO </li></ul><ul><li>Lisa Graham, Creative Director </li></ul><ul><li>Steve Beckett, Witness & Openspan </li></ul><ul><li>Dr. Benn Konsynski, Netscape, Yahoo Advisor </li></ul>Management Team

Editor's Notes

  • $600B in fragmented advertising Little knowledge &amp; low expectation of Advertising from SMBs Complexity increasing ex Advertising services disconnect Creative Media Placement Analytics
  • $600B in fragmented advertising Little knowledge &amp; low expectation of Advertising from SMBs Complexity increasing ex Advertising services disconnect Creative Media Placement Analytics
  • $600B in fragmented advertising Little knowledge &amp; low expectation of Advertising from SMBs Complexity increasing ex Advertising services disconnect Creative Media Placement Analytics
  • $600B in fragmented advertising Little knowledge &amp; low expectation of Advertising from SMBs Complexity increasing ex Advertising services disconnect Creative Media Placement Analytics
  • $600B in fragmented advertising Little knowledge &amp; low expectation of Advertising from SMBs Complexity increasing ex Advertising services disconnect Creative Media Placement Analytics
  • $600B in fragmented advertising Little knowledge &amp; low expectation of Advertising from SMBs Complexity increasing ex Advertising services disconnect Creative Media Placement Analytics
  • $600B in fragmented advertising Little knowledge &amp; low expectation of Advertising from SMBs Complexity increasing ex Advertising services disconnect Creative Media Placement Analytics
  • $600B in fragmented advertising Little knowledge &amp; low expectation of Advertising from SMBs Complexity increasing ex Advertising services disconnect Creative Media Placement Analytics
  • $600B in fragmented advertising Little knowledge &amp; low expectation of Advertising from SMBs Complexity increasing ex Advertising services disconnect Creative Media Placement Analytics
  • $600B in fragmented advertising Little knowledge &amp; low expectation of Advertising from SMBs Complexity increasing ex Advertising services disconnect Creative Media Placement Analytics
  • John Catald , CEO – Serial Entrepreneur 4 prior businesses, Filed 9 patents, Awarded Top 40 Most Innovative Company” by the Technology Association of Georgia and nominated “2005 Solutions Provider of the Year” by Ad Media, and repeat panelist for industry webmaster and mobile conferences. Graduated from West Georgia College, and served 6 years in the US Army. Barry Derrick , VP Technology – 20 years enterprise software and infrastructure development. Ran mission critical systems for Hilton Hotels, Timex, VA Linux, Federal Express, IBM, Caterpillar Finance, AHOLD USA, Siemens, AT&amp;T Bell Labs, WH Smith, and the Naval Intelligence Community. Graduated with Honors from US Navy’s Electronics, Surveillance, and Computer Science academy. Craig Tilley , VP Marketing – 10 years agency experience. Nominated “Top young professional in interactive marketing”. Responsible for top brand launches at AOL / Time Warner, Home Depot, and GE Power. To include the Cartoon Network, Adult Swim, Sex and the City, Everyone loves Raymond, among other presentations that are used to bring in advertising spending. Eugene Cataldi , Operations Manger – 45 years of VP / Director experience, Wachovia Bank, Performance Payment Solutions, and the Institute of Industrial Engineers (IIE).
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  • Partnership Advantage – Free Market
  • Partnership Advantage – Free Market
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