Dma Highlights San Diego

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Hvordan du tjener enge på sociale media og web 2.0

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  • 2,3,7,8,10 come out light Fix boarders.
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  • Dma Highlights San Diego

    1. 1. Yosi N. Heber President Oxford Hill Partners, LLC October 19, 2009 10 indtjenings drivers i sociale media DMA ’09 – San Diego
    2. 2. Inden DMA: Sociale media er stort men…… Kan man tjene på dem? Sælge via facebook? Styre de sociale medier? ER de ikke bare tidsrøvere? Måle effekten? Hvor mange er på twitter og facebook i DK?
    3. 3. Yosi Herber <ul><li>Twenty three year track record including VP, CMO and General Management positions across multiple industries. </li></ul><ul><li>Fifteen years of classical consumer marketing including twelve at Kraft General Foods and Dannon (US and Europe). </li></ul><ul><ul><li>Invented the $550 million kid yogurt category. </li></ul></ul><ul><ul><li>Grew Dannon Light to become America’s #1 yogurt. Was a pioneer in sales “category/customer management”. </li></ul></ul><ul><ul><li>Introduced most successful new kid cereal of the decade…Post Marshmallow Alpha Bits. </li></ul></ul><ul><li>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. </li></ul><ul><li>Wharton MBA </li></ul><ul><li>Board member – Wharton Global Consulting Practicum. </li></ul>Yosi Heber (who founded OHP) has extensive senior level experience guiding some of the largest brands in the world:
    4. 4. The World of Web 2.0 <ul><li>Killer Apps </li></ul><ul><ul><li>Social networking, word of mouth, mobile and other Web 2.0 mediums are fast becoming some of marketing’s new “killer apps.” </li></ul></ul><ul><ul><li>But we cant mesure it </li></ul></ul>
    5. 5. Web 2.0 Digital “Strategic” Evaluation Brand’s Overall Web 2.0 Capabilities and Its Ability to Drive Revenue Initial Customer “Engagement” 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” 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
    6. 6. 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”
    7. 7. Case Study #1 – Initial Customer “Engagement” – Cutting Edge Pharmaceutical Products <ul><li>Approach: </li></ul><ul><li>Generate trial of a new product leveraging search engine marketing to provide a free incentive. </li></ul><ul><li>Case Study: </li></ul><ul><li>Lunesta Sleep Aid (Rx) </li></ul>
    8. 8. Case Study #2 Customer Education <ul><li>Approach: </li></ul><ul><li>Provide educational podcasts on a variety of topics that your target audience has high involvement in. </li></ul><ul><li>Case Study: </li></ul><ul><li>Ralston Purina </li></ul>
    9. 9. Case Study #2 Customer Education
    10. 10. Case Study #3 Customer Entertainment – Online Video <ul><li>Approach: </li></ul><ul><li>Entertain your consumers with engaging online videos. </li></ul><ul><li>Case Study: </li></ul><ul><li>Rollerbabies by Evian over 11 mio. People views </li></ul>
    11. 11. 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 ”
    12. 12. 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”
    13. 13. Case Study #4 – Active Customer “Participation” – Consumer Generated Content <ul><li>Approach: </li></ul><ul><li>Ask your loyal consumers to submit their own videos about your product. </li></ul><ul><li>Case Study: </li></ul><ul><li>Dove “Dare to Create A Short Film”. </li></ul><ul><li>Campaign for real beauty 11. mio. Views on Youtube </li></ul>
    14. 14. Case Study #6 Customer “Participation” – “Feel Good” Tools <ul><li>Approach: </li></ul><ul><li>Allow customers to leverage cool tools and participate with the brand in ways beyond typical. </li></ul><ul><li>Case Study: </li></ul><ul><li>Air France “CO 2 Calculator” to help reduce emissions. </li></ul>
    15. 15. 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 ”
    16. 16. Case Study #7 – Word of Mouth & Viral to Acquire New Customers <ul><li>Approach: </li></ul><ul><li>Leverage a viral “tell-a-friend” functionality, and if your customers tell their friends, they get a reward. </li></ul><ul><li>Case Study: </li></ul><ul><li>Time Life – Europe </li></ul>
    17. 17. Case Study #5 Customer “Participation” to Influence Major Issues <ul><li>Approach: </li></ul><ul><li>Leverage Web 2.0/social networking to make it easy for constituents to influence core decision makers. </li></ul><ul><li>Case Study: </li></ul><ul><li>President Barack Obama’s Facebook page to influence the health reform debate. </li></ul>
    18. 18. Case Study #8 Viral “Sales” <ul><li>Approach: </li></ul><ul><li>Leverage Twitter to “tweet” about promotions and special deals. </li></ul><ul><li>Case Study: </li></ul><ul><li>Dell Computers – Dell Outlet </li></ul><ul><li> Dell has sold over $1 million of excess inventory via this medium. </li></ul>
    19. 19. Case Study #9 Viral “Sampling” <ul><li>Approach: </li></ul><ul><li>Leverage Facebook to get loyal customers to tell others abut your product line extensions. </li></ul><ul><li>Case Study: </li></ul><ul><li>Starbucks – “Share a Pint of New Starbucks Ice Cream.” </li></ul>
    20. 20. 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 ”
    21. 21. Case Study #10 Cross Consumer Interaction Blogs/Forums <ul><li>Approach: </li></ul><ul><li>Create a non threatening community environment for consumers to discuss sensitive issues (and subtly sell your brand). </li></ul><ul><li>Case Study: </li></ul><ul><li>Proctor & Gamble’s “Being Girl” website (Tampax & Always) </li></ul><ul><li> Now in 29 countries. </li></ul><ul><li> According to P&G, this community was four times as effective as TV advertising. </li></ul>
    22. 22. 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 ”
    23. 23. Case Study #12 Brand Building & Branded Advocacy <ul><li>Approach: </li></ul><ul><li>Create a viral web-based tool that allows you to sell products to more than just the one person who is shopping. </li></ul><ul><li>Case Study: </li></ul><ul><li>Dunkin’ Donuts – “Dunkin’ Run” </li></ul>
    24. 24. Case Study #12 Brand Building & Branded Advocacy
    25. 25. Case Study #13 Long Term Branding – “Widgets” <ul><li>Approach: </li></ul><ul><li>Create a Desktop “Widget” application that sits on the Customer’s computer desktop 24/7, and provides tangible benefits to the customer at the touch of a button. </li></ul><ul><ul><ul><li>Viral Potential </li></ul></ul></ul><ul><ul><ul><li>Facebook/Twitter Effect </li></ul></ul></ul><ul><ul><ul><li>Public Relations Value </li></ul></ul></ul><ul><li>Case Study: </li></ul><ul><li>Southwest Airlines “Ding” </li></ul>
    26. 26. Case Study #13 Long Term Branding – “Widgets”
    27. 27. Case Study #14 “Viral” B2B Humor Via You Tube <ul><li>Approach: </li></ul><ul><li>Subtly leverage your brand name by disseminating a humorous video with content that is directly relevant to your target audience’s day to day challenges. </li></ul><ul><li>Case Study: </li></ul><ul><li>Blendtec </li></ul><ul><li> Their series of videos were seen by 60 million people and increased sales by 20%. </li></ul>
    28. 28. Case Study #14 “Viral” B2B Humor Via You Tube
    29. 29. 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
    30. 30. Case Study #15 Personalization & Customization <ul><li>Approach: </li></ul><ul><li>Create a value added customized program that can be personalized for each customer’s individual needs. </li></ul><ul><li>Case Study: </li></ul><ul><li>Special K “Challenge” </li></ul><ul><li> According to Kellogg’s, the ROI from this digital program surpassed TV by a “Factor of 2.” </li></ul>
    31. 31. Case Study #15 Personalization & Customization
    32. 32. Case Study #16 Mobility & Mobile Accessibility <ul><li>Approach: </li></ul><ul><li>Offer web services via phones & PDAs </li></ul><ul><li>Case Study: </li></ul><ul><li>Kraft Foods “I-Food Assistant” </li></ul>
    33. 33. Case Study #17 Relationship Building/Mobile Marketing <ul><li>Approach: </li></ul><ul><li>Leverage Mobile Phone “Text Messaging” to provide unique services that build ongoing relationships between the brand and its consumer target. </li></ul><ul><li>Case Study: </li></ul><ul><li>Ralston Purina </li></ul>
    34. 34. 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”
    35. 35. Case Study #18 Call to Action/“Revenue Maximization” <ul><li>Approach: </li></ul><ul><li>Offer Trial Samples and Customer Testimonials to secure consumer “Call to Action.” </li></ul><ul><li>Case Study: </li></ul><ul><li>Unilever’s Dove Soap </li></ul>
    36. 36. Case Study #19 Revenue Maximization Via Cross Sell <ul><li>Approach: </li></ul><ul><li>Cross Sell/Upsell Beyond the Initial Intended Purchase </li></ul><ul><li>Case Study: </li></ul><ul><li>Amazon.com </li></ul>
    37. 37. Case Study #20 Enhance Existing Customer Relationships <ul><li>Approach: </li></ul><ul><ul><li>Leverage e-mails with existing customers that inform, incentivize, and entertain. </li></ul></ul><ul><ul><li>Moms sign up and get customized e-mail tips, tools, and offers/subtle promotions for J&J Baby Products. </li></ul></ul><ul><ul><li>“ Moms to be” can get ovulation alerts sent via mobile phone text messages. </li></ul></ul><ul><li>Case Study: </li></ul><ul><li>Johnson & Johnson Baby Center </li></ul>
    38. 38. 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)
    39. 39. 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 <ul><li>Comments and Analysis: </li></ul><ul><li>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. </li></ul><ul><ul><li>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. </li></ul></ul><ul><li>Within the “blogosphere”, Eastport had the most mentions by far with over 2400. Midway had 450, while Westgate had only 33. </li></ul><ul><ul><li>Eastport and Midway’s comments were overwhelming positive, while Westgate’s were somewhat mixed. </li></ul></ul><ul><ul><li>Core negative comments for Westgate revolved around the recent voluntary product recall and long waits for customer service representatives in general. </li></ul></ul><ul><ul><li>Eastport was also the only brand that had their own blog. </li></ul></ul><ul><li>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). </li></ul>http://websitegrader.com/
    40. 40. <ul><li>Ask Yourself: </li></ul>Hvad kan du tage med hjem? Take Action: Initial Customer “Engagement” 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” 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
    41. 41. Et eksempel på hvordan Canal Digital har brugt det?
    42. 42. Comments or Questions? Feel free to contact me: Christina Feldborg Rüsz [email_address] +45 50 888 036 or Yosi Heber President [email_address] (248) 569-9366 www.oxfordhillpartners.com

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