Inbound Marketing


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how to set up succesful inbound marketing

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  • NextSaaSSocialDialog – learn and use.
  • Elaborate on each point.Org – why should marketing own the call centre.Cultural change.
  • Operational to marketing – point of view. Who owns the relationship to the customer
  • Inbound Marketing

    1. 1. Inbound Marketing<br />Derek Pollitt<br />Director, Campaign Management and Customer Insight<br />
    2. 2. About RogersAnd the Telecom Industry<br />
    3. 3. 3<br />Rogers WirelessLargest Wireless Carrier<br />$6.7<br /><ul><li>Canada’s largest wireless carrier with 8.5M subscribers
    4. 4. Only national carrier on both GSM and HSPA platforms.
    5. 5. Leader in wireless data, churn & ARPU metrics
    6. 6. Moving from 7Mbps to 21Mbps HSPA across
    7. 7. Extensive distribution with dual Rogers & Fido brands</li></ul>$3.0<br />$6.3<br />$2.8<br />$5.5<br />$2.6<br />Operating Profit $B<br />$4.6<br />$2.0<br />Revenue $B<br />2006<br />2006<br />2007<br />2008<br />2009<br />2007<br />2008<br />2009<br />Rogers CableLargest Cable Provider<br /><ul><li>2.3M basic cable subs & 6.6M revenue generating units
    8. 8. Top quartile N.A. penetration in Internet, home phone & digital
    9. 9. 96% 860/750MHz, clustered plant with 99% telephony availability
    10. 10. Local & long-haul fibre networks with +17K business customers
    11. 11. +400 Rogers Branded Stores</li></ul>$3.8<br />$1.2<br />$3.9<br />$1.3<br />$3.6 <br />$1.0 <br />$3.2 <br />$0.9 <br />Operating Profit $B<br />Revenue $B<br />2006<br />2006<br />2007<br />2008<br />2009<br />2007<br />2008<br />2009<br />Rogers MediaLeading Media Brands<br /><ul><li>Multi-station Citytv & OMNI television networks
    12. 12. Sportsnet regional TV networks across Canada
    13. 13. 54 radio stations & 70 magazine & trade publications
    14. 14. The Shopping Channel national televised shopping network
    15. 15. Toronto Blue Jays & Rogers Centre event venue</li></ul>$1.50 <br />$1.40 <br />$1.32 <br />$0.18<br />$1.21 <br />$0.16 <br />$0.14<br />$0.12<br />Operating Profit $B<br />Revenue $B<br />2006<br />2006<br />2007<br />2008<br />2009<br />2007<br />2008<br />2009<br />Powerful combination of growing communications & media assets generating operating profits over $4B<br />Data from 2009 Financial Results<br />
    16. 16. 4<br />Unmatched Platform in North America<br />National Wireless Market Share<br />National Cable Market Share<br />Uniquely positioned as only company in North America with full ownership of “quad play” under an integrated platform<br />Rogers’ Canadian market presence would be similar to combination of Comcast & Verizon Wireless<br />Leveraging unique market positioning & valuable asset platform<br />
    17. 17. 5<br />What’s Next?<br />Next is Now<br />
    18. 18. Inboundthought provoking ideas<br />
    19. 19. We’ve lost control<br />Bad News<br />Customers now own the relationship with you!<br />They are too busy multi-tasking to hear your marketing.<br />Your marketing is ineffective against the power of easily forged peer relationships (facebook, etc)<br />Good News<br />Inbound marketing can help! But it is getting mature – what’s “Next”<br />7<br />
    20. 20. What we know about inbound<br />Technology<br />Data needs to be near real-time<br />24/7<br />Multi channel (and new channels – iphone / social apps)<br />Empower Marketing – must be “IT light”<br />Process<br />Process needs to be designed with the tools in mind.<br />Processes / metrics need to change<br />People<br />The number one point of failure<br />The most difficult thing to change<br />8<br />
    21. 21. Take Inbound beyond simple inboundCool ideas that add power to your inbound tool<br />Customer not quite ready to commit? “Interested” response Process<br />Customer provided Information (CPI)<br />Benefits for free – an incredible loyalty builder<br />Structure your organization to maximize effectiveness<br />Metrics, ah metrics and Incentives too<br />Retention, not just retaining customers<br />Outbound!<br />9<br />
    22. 22. Customer Dashboard - Offers<br />10<br />
    23. 23. Performance Reports<br />11<br />
    24. 24. 12<br />Social Network – the real one<br />
    25. 25. Inbound bentThings that don’t easily work<br />Key word Search (Offer Search)<br />Chocolate Bar v. Milk…what to data mine?<br />Offer History<br />Multi channel…yes, I said it was needed.<br />13<br />
    26. 26. Customer Offers History<br />14<br />
    27. 27. If “Next is Now”…what’s Next?<br />Technology will outpace where we are.<br />“Don’t skate to where the Puck is, Skate to where it is going to be”<br />Customers don’t care about you, but they care what their “friends and family” think…<br />Data analysis, in every aspect, is going to continue to have breakthroughs as technical ability grows.<br />Think Big, Start Small….Deliver value quickly <br />15<br />
    28. 28. Questions?Or other ideas?<br />16<br />
    29. 29. Customer Dashboard – Captured date hover<br />17<br />
    30. 30. Customer Dashboard – Offer Details<br />18<br />
    31. 31. 2010 Agent Extension Target Analysis<br />Agent Extension Target Report : <br />Measure percentage of agents meeting extension target each month.<br />RESULTS<br />Overall increase in number of agents meeting offer extension target. <br />80% - 100% Retention/Loyalty agents meeting the extension target.<br />3.8% increase expected next month <br />
    32. 32. Customer Dashboard – Search offers<br />20<br />