STICKYEYESINTRODUCTION
10 MINUTE’S• A little about us• Use of data• Creative SEO case  studiesPresented by:Paul Hill, Directorpaul.hill@stickyeye...
108 UK based staffOver 16 years global digital marketing experience
WHAT WE DOSEO                                  INFLUENCER ENGAGEMENTPPC                                       CONTENT WRIT...
CLIENT PARTNERS
IN OVER 20 LANGUAGES CANTONES      CZECH      DANISH        DUTCH      ENGLISH    FINNISH E  FRENCH      GERMAN      GREEK...
Stickyeyes voted Best AgencyAt UK Search Awards 2012.
THE CHANGING FACE OF SEO                                      PRE 2003                                             100    ...
THE CHANGING FACE OF SEO                                   2004 - 2011                                             100    ...
THE CHANGING FACE OF SEO                                 2011 ONWARDS                                        100          ...
OUR STRATEGIC PROCESS    1                       3  GATHER                  PROVIDE INSIGHTS                SOLUTIONS     ...
UTILISING OUR TECHNOLOGY    Roadmap: A truly proactive    approach to natural search!1                 2                  ...
ROADMAP – SEO DEMYSTIFIED          200+ Factors Analysed - per ranking URL - per keywordLink Related Factors     Social Fa...
MODERN NATURAL SEARCH    CREATIVE          SUCCESSFUL   SEARCH     ONLINE             DIGITAL OPTIMISATION   MARKETING    ...
CASE STUDIES
Why?Enhance brand authority by leveragingexternal exposure for a charity expedition tothe North Pole to support SEO Activi...
What?Fixed on-site technical issues, geo-targetingproblems & optimised the on-site elements.The Results55 international 1s...
CASE STUDY: DREAMS                                                         40           Current Rankings     Pre SEO ranki...
CASE STUDY: DREAMS 1 61116212631     AVERAGE RANKING POSITION OF 84 CORE TERMS
THANK YOU FOR  YOUR TIME!LOOK FORWARD   TO YOUR QUESTIONS?
Benchmarking SuccessAn introduction to the Digital Performance Matrix
Stream:20                         The performance-driven digital marketing consultancy. We                               d...
Who we work withRetailFinance GamingPublishingTravelEntertainment
What have we learned?• Best practice exists in pockets• Businesses get better at the things they are already good  at• Eve...
Introducing the Digital Performance Matrix                                         DPM                                  Ov...
On Average – what does the industry look like?                              2/5                  3/5                4/5   ...
Overall Best Practice view                    Over view                      Delivery                       5.0           ...
Overall Best Practice view                    Over view                      Delivery                        5.0          ...
Digital Performance Matrix - Sales Delivery                                           Sales Deliver y - Channels          ...
Digital Performance Matrix - Sales Delivery                                           Sales Deliver y - Channels          ...
Digital Performance Matrix - Sales Toolkit                                                  Sales Toolkit                 ...
So what can we gain from this?  Compared to your competition, you stand to gain a lot        from Improving what you alrea...
Thank You
Mobile display is purchased inefficiently  $1   $1   $1   $1   $1   $1   $1   $1   $1   $1   $1   $1   $1   $1   $1   $1  ...
Mobile evolution is following online         Advertiser    Ad network    PublisherAdvertiser       DSP       RTB          ...
What is mobile RTB ?1                    2                    3                     4    Buy only             Reach billio...
Real-time biddingis a fundamentalshift in buying mobilemedia
Access      TransparencyEfficiency     Control
RTB benefits for the AdvertiserProcess improvementsPaperwork, price negotiation, trafficking, etc.Buying efficiencyAdverti...
RTB benefits for the PublisherHighest price (sometimes)Maximizing the value for each impressionPrice floors prevent low bi...
Average CTR on RTB vs. non RTB                                         RTB   Non RTB            200%CTR Index            1...
Data availability on RTB                              RTB                    7X        Non RTB   3X        Age          Ge...
Data options for advertisers        1   First party date            e.g. Advertising data        2   Second party date    ...
Data working with the sales funnel                   • Age                Low    Demographic    • Gender                  ...
150,000campaigns to date
189agencies
Single buying point
Mobile RTB enables advertisers to findnew customers more efficientlyOn the advertiser side …             On the publisher ...
Inventory shifting quicklyMost SSPs/exchanges moving to RTB for at least some of their inventory                          ...
Mobile DSP• Mobile-specific campaign management tools• Access to 100b impressions per month on mobile web and apps• Transp...
Googles Eric Schmidt says "put your best          people on mobile” Feb 2011                 Emmet GeaneyBusiness Developm...
The promise of social distributionDavid Halldavid.hall@digital.animal.com
What if ?   Sales Revenue                                                      Marketing                                  ...
“Individuals using technologytogether are all powerful”Philip ClarkeCEO, Tesco PLC61   The promise of social distribution
EVERYONE ADVERTISESENABLE BRILLIANCEKILL RISK62   The promise of social distribution
Blah, blah, blah                                          …show me the                                             technol...
bit.ly/ftsedemo64   The promise of social distribution
65   The promise of social distribution
http://bit.ly/FTSEDEMOFacebookLinkedIn66   The promise of social distribution
67   The promise of social distribution
Customer Decision Journey                                                          Evaluate                               ...
Your message… going social
70   The promise of social distribution
71   The promise of social distribution
What do customers REALLY want?     Your customers                                     Your business                       ...
Enable brillianceTurn people intopowerful advocatesand co-creators“A love loop”73   The promise of social distribution
74   The promise of social distribution
FROM – I DON’T KNOW1950’S50% of my advertising works2012 SURVEY80% of CEO’s don’t understandhow marketing adds valueTO – I...
Win new customers from your existing baseBuild a social sales forceGenerate ‘Social’ business76   The promise of social di...
London                     Birmingham                                26-27 Southampton Street   230 Zellig                ...
FTSE 350 MasterclassWhy listen to us for ten minutes today…                                          • Starting in Media &...
FTSE 350 MasterclassPersonal Media is transforming business“Mobile First                                                  ...
FTSE 350 MasterclassThe ecosystem is changing at lightning speed
FTSE 350 Masterclass Mobility is currently the most disruptive force in businessSALES                                     ...
The experience is everything
FTSE 350 MasterclassThe Daily Telegraph                              FeaturesThe UK’s leading daily iPad   • Apps for iPho...
Back end systems integration is complex
Spend more time up front on SA and UX
FTSE 350 MasterclassSolution architecture and user experience design workshops
FTSE 350 MasterclassAmerican Express                                             FeaturesRethinking the user experience of...
A great enterprise app has to be consumer grade
FTSE 350 MasterclassMerck                                   Features                                   • Fully transaction...
Automate your testing
FTSE 350 MasterclassDeveloping and testing your software project                           Functional                     ...
Personal media can transform business
FTSE 350 MasterclassWoolworthsEasing points of pain in the consumer journey   Featuresfor Asia Pacific’s biggest retailer....
FTSE 350 MasterclassGet in touch…                                               EMEANic Newman, EMEA MD & Head of Strategy...
Digital Marketing StrategyResponding to trends in the digital landscapeDan Mogg – Digital Marketing Strategist            ...
Caveats          A plea and a sincere wish…          Pi shaped Marketers will inherit the Earth                           ...
Organisation   Delivered through multiple team  process               alignment                          12+…             ...
conversationEvolution of   The nature of conversation has evolved to               become a diffuse dialogue    “Banking i...
Consumer insight   Responding to the big trends in Digital… Hyper-personalisation of customer interactions            Seam...
Keeping it personal – hyper-personal –Know me       with Big Data                     The places I go      Why I’m there  ...
Grasping the Big Data nettle…Know me     •    Not Dan?                    •   Link, Like Love           •   2.5M personali...
Because right now it’s prettyMake it easy      complicated!               Customer touch-point planning           Branded ...
Seamless experience is real…Make it easy       Burberry flagship store – Regent Street                                    ...
togetherPut it all             Creating Branded Customer Experience Personalised              Roles of channels,   To driv...
Mobile    We regard Mobile as both a Banking and              Communication channel            Mobile is both a Gateway t...
Social         Our fourth owned channel, driving linkages         between the other three                                 ...
Social         Significant success – but mainly from one-         off’s, means its time to reappraise…                    ...
Thank you            That’s all folks, baring any questions                   Question time                            ?  ...
Digital 350 Masterclass, 12 Mar 13, London
Digital 350 Masterclass, 12 Mar 13, London
Digital 350 Masterclass, 12 Mar 13, London
Digital 350 Masterclass, 12 Mar 13, London
Digital 350 Masterclass, 12 Mar 13, London
Digital 350 Masterclass, 12 Mar 13, London
Digital 350 Masterclass, 12 Mar 13, London
Digital 350 Masterclass, 12 Mar 13, London
Digital 350 Masterclass, 12 Mar 13, London
Digital 350 Masterclass, 12 Mar 13, London
Digital 350 Masterclass, 12 Mar 13, London
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Digital 350 Masterclass, 12 Mar 13, London

  1. 1. STICKYEYESINTRODUCTION
  2. 2. 10 MINUTE’S• A little about us• Use of data• Creative SEO case studiesPresented by:Paul Hill, Directorpaul.hill@stickyeyes.com
  3. 3. 108 UK based staffOver 16 years global digital marketing experience
  4. 4. WHAT WE DOSEO INFLUENCER ENGAGEMENTPPC CONTENT WRITINGCREATIVE CONTENT DIGITAL DATA & INSIGHTSSOCIAL MEDIA STRATEGY MOBILECONVERSION OPTIMIZATION DESIGN & DEVELOPMENT
  5. 5. CLIENT PARTNERS
  6. 6. IN OVER 20 LANGUAGES CANTONES CZECH DANISH DUTCH ENGLISH FINNISH E FRENCH GERMAN GREEK ITALIAN JAPANESE MANDARIN POLISH PORTUGEUSE RUSSIAN SLOVAK SPANISH SWEDISH + growing– ALL IN-HOUSE
  7. 7. Stickyeyes voted Best AgencyAt UK Search Awards 2012.
  8. 8. THE CHANGING FACE OF SEO PRE 2003 100 High 10% 45% VERY HIGH 50 45% Low 0 Technicals Content Authority Manipulation Level
  9. 9. THE CHANGING FACE OF SEO 2004 - 2011 100 High 15% 15% 50 HIGH 70% Low 0 Technicals Content Authority Manipulation Level
  10. 10. THE CHANGING FACE OF SEO 2011 ONWARDS 100 High 25% 50% 50 25% VERY LOW Low 0 Technicals Content Authority Manipulation Level
  11. 11. OUR STRATEGIC PROCESS 1 3 GATHER PROVIDE INSIGHTS SOLUTIONS OUTLINE EXAMPLE CHALLENGES CAPABILITIES 2 4
  12. 12. UTILISING OUR TECHNOLOGY Roadmap: A truly proactive approach to natural search!1 2 3 BESPOKE, PROVIDES AN UTILISES MULTIPLE PROPRIETARY ACTIONABLE DATA SOURCES TECHNOLOGY STRATEGIC OUTPUT
  13. 13. ROADMAP – SEO DEMYSTIFIED 200+ Factors Analysed - per ranking URL - per keywordLink Related Factors Social Factors On-page Factors Other FactorsTotal Links Tweets Overall Keyword Density Google News MentionsUnique Linking Domains Facebook Likes Title Keyword Density Monthly Brand SearchesLink Anchor Text Facebook Shares Body Keyword Density Alexa RankLink Geo-location Google +1s Content Volume PR Web MentionsLink Authority Generic Web Mentions Page Load Speed Pages indexed in GoogleOn-page link placement Social Sentiment Page Size Cache Cycle
  14. 14. MODERN NATURAL SEARCH CREATIVE SUCCESSFUL SEARCH ONLINE DIGITAL OPTIMISATION MARKETING MARKETING Creative online marketing supports our SEO efforts!
  15. 15. CASE STUDIES
  16. 16. Why?Enhance brand authority by leveragingexternal exposure for a charity expedition tothe North Pole to support SEO ActivityHow?Partnered with FourSquare for the first mobilecheck-in from the North PoleResults Why?Coverage across thousands of websitesincluding International Tech Crunch, The Mirror, Increase Mashable, Awarenessand more. How?Bolstered SEO rankings and WON the Audience-RelevantEconsultancyTerritories award. Bloggers in 5 Innovation Results 5 Million Reached
  17. 17. What?Fixed on-site technical issues, geo-targetingproblems & optimised the on-site elements.The Results55 international 1st positions in organic search20151050 USA Australia Spain Germany France Pre-SEO Month 6
  18. 18. CASE STUDY: DREAMS 40 Current Rankings Pre SEO rankings 30 20 10 0 10+ 6th - 10th 5th 4th 3rd 2nd 1st
  19. 19. CASE STUDY: DREAMS 1 61116212631 AVERAGE RANKING POSITION OF 84 CORE TERMS
  20. 20. THANK YOU FOR YOUR TIME!LOOK FORWARD TO YOUR QUESTIONS?
  21. 21. Benchmarking SuccessAn introduction to the Digital Performance Matrix
  22. 22. Stream:20 The performance-driven digital marketing consultancy. We deliver excellence with innovation and insight Digital Sales Digital Sales Digital Sales Digital Delivery Planning Toolkit Organisation Providing innovative Driving incremental Ensuring the correct Optimising your business strategic support and revenue across toolkits are implemented structure and skill sets analysis to drive your Desktop/ Mobile/Tablet for success for digital success digital sales function Digital Channel Optimisation Digital Business & Management Digital Strategy Review Performance Reporting Transformation Management Email PPC Social SEO Segmentation & Data Audit & Right fit Resource & KPI Affiliates Display Management Alignment Analysis Management Attribution, Conversion, eCommerce Excellence Offer & Forecasting Training RFI & RFP Management Management Conversion App Strategy UX Analytics Process & Task List Campaign Analysis ImplementationSelfcare/ Call Deflection Management Management
  23. 23. Who we work withRetailFinance GamingPublishingTravelEntertainment
  24. 24. What have we learned?• Best practice exists in pockets• Businesses get better at the things they are already good at• Everybody has the same tech, but think they have more than the competition• The stronger the client is, the more they get from agency expertise
  25. 25. Introducing the Digital Performance Matrix DPM Overall score (score of 0-5) Delivery Planning Toolkits Organisation 4 pillars (score of 0-5)Channel eCommercemarketing Display Self care Forecasting Reporting KPI ownership Segmentation Social Mobile web & Data ESP Planning Task & Email Mobile apps Attribution Ad Server process mgnt 24 core areas (score of 0-5) SEO Conversion Pricing & Offers Analytics Structure and 127 factors where you can resource achieve marginal gains Affiliate Affiliates UX Strategy network (score of 0-5) PPC
  26. 26. On Average – what does the industry look like? 2/5 3/5 4/5 5/5 0/5 1/5 2.5/5 Pure Below Strong PushingNot in place Substandard Average Average Operation Limits Innovators 3.4/5 Example Operation
  27. 27. Overall Best Practice view Over view Delivery 5.0 4.0 3.0 2.0 1.0 Structure - Planning Toolkits Benchmark
  28. 28. Overall Best Practice view Over view Delivery 5.0 4.0 3.0 2.0 1.0 Structure - Planning Toolkits Example Organisation
  29. 29. Digital Performance Matrix - Sales Delivery Sales Deliver y - Channels KPIs Gr owt h KPIs St r uct ur e Cont act St r at egy 5.0 Tar get ing Act ivat ion Cr eat ive Recr uit ment Buying st r at egy 4.0 Dat a Analysis Repor t ing Management 3.0 St r at egy Net wor ks and t r acking St r uct ur e 2.0 Set t ing t ar get s and f or ecast ing Dat a, Tar get ing & Per sonalist ion Repor t ing 1.0 Campaign Mgmt Of f sit e SEO Tr igger s & Aut omat ion - Keywor d Resear ch Repor t ing Technical SEO Object ives Onsit e SEO St r at egy SEO St r at egy Syst ems & Technical Repor t ing Owner ship Ads Use of Dat a Test ing Tact ics Keywor ds Repor t ing Set Up Bid Opt imisat ion LandingrPages St at egy Benchmar k
  30. 30. Digital Performance Matrix - Sales Delivery Sales Deliver y - Channels KPIs Gr owt h KPIs St r uct ur e Cont act St r at egy 5 Tar get ing Act ivat ion Cr eat ive Recr uit ment Buying st r at egy 4 Dat a Analysis Repor t ing Management 3 St r at egy Net wor ks and t r acking St r uct ur e 2 Set t ing t ar get s and f or ecast ing Dat a, Tar get ing & Per sonalist ion Repor t ing 1 Campaign Mgmt Of f sit e SEO Tr igger s & Aut omat ion 0 Keywor d Resear ch Repor t ing Technical SEO Object ives Onsit e SEO St r at egy SEO St r at egy Syst ems & Technical Repor t ing Owner ship Ads Use of Dat a Test ing Tact ics Keywor ds Repor t ing Set Up Bid Opt imisat ion LandingrPages St at egy Example Or ganisat ion Benchmar k
  31. 31. Digital Performance Matrix - Sales Toolkit Sales Toolkit Dat a Int egr it y Analyt ics Management 5 Aut omat ion Business St r at egy Alignment Int er pr et at ion 4 Met r ics Calculat ion Repor t Management Dimension Management 3 Pr esent at ion 2 Technical Implement at ion AM/ Campaign St af f ing & Ser vice 1 End t o end t r acking… Non Dat a- based Int egr at ion 0 Ad ser ver r epor t ing Aut omat ion Tr acking Implement at ion Channel Int egr at ion End t o end t r acking… Dat a int egr at ion Net wor k r epor t ing Deliver abilt y Pr oduct f eed implement at ion Scale & Tr aining Validat ion pr ocess Tr acking Implement at ion Mobile t r acking Example Or ganisat ion Benchmar k
  32. 32. So what can we gain from this? Compared to your competition, you stand to gain a lot from Improving what you already have• There is a direct correlation between sales growth & marginal advancement in your capabilities• Understand that its rare to be good at everything• Structure your strategy for rolling out improvement• Massive opportunity to gain with the existing technology you have – implement the small bits well
  33. 33. Thank You
  34. 34. Mobile display is purchased inefficiently $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1 $1The CPC and CPM models are lacking because every ad impression is purchasedfor the same value even though they have different values to the campaign.
  35. 35. Mobile evolution is following online Advertiser Ad network PublisherAdvertiser DSP RTB RTB Publisher SSP Exchange Exchange
  36. 36. What is mobile RTB ?1 2 3 4 Buy only Reach billions Reach The automated impressions of impressions targeted buying process that meet your in real time audiences at values every campaign goals with scale with 1st, impression automated 2nd and 3rd differently; buying party data enabling competitive advantage through bidding strategies
  37. 37. Real-time biddingis a fundamentalshift in buying mobilemedia
  38. 38. Access TransparencyEfficiency Control
  39. 39. RTB benefits for the AdvertiserProcess improvementsPaperwork, price negotiation, trafficking, etc.Buying efficiencyAdvertiser pay the market value for an impressionControl over campaign priceAdvertisers set the price they are willing to payInstantaneous optimizationReal time optimization and precision targetingTransparencyAdvertisers have inventory and pricing views
  40. 40. RTB benefits for the PublisherHighest price (sometimes)Maximizing the value for each impressionPrice floors prevent low bidding tacticsSet market price for inventoryCompetitive demand forcesMore efficient use of inventoryInventory not carved out into pots; no daisy chainingAll inventory is in effect “in play”Attractive option for non-premium inventoryPotential to sell out remnant inventory
  41. 41. Average CTR on RTB vs. non RTB RTB Non RTB 200%CTR Index 100% 0% 17 Jun 17 Jul 12 Aug 9 Sep
  42. 42. Data availability on RTB RTB 7X Non RTB 3X Age Gender
  43. 43. Data options for advertisers 1 First party date e.g. Advertising data 2 Second party date e.g. Behavioral data 3 Third party date e.g. Blue Kai
  44. 44. Data working with the sales funnel • Age Low Demographic • Gender • Fashion Interest • Clubbing • Fashion Price $ high end Intent • Product in basket • Collected Conversion voucher code High
  45. 45. 150,000campaigns to date
  46. 46. 189agencies
  47. 47. Single buying point
  48. 48. Mobile RTB enables advertisers to findnew customers more efficientlyOn the advertiser side … On the publisher side … Control price paid • One integration required Second price auction dynamics • Less duplication Global frequency capping • Unlikely to bid against yourself Algorithms to find pockets • Higher data quality Real-time analytics • Better environment Less wastage; spend more – get Access quality scale more
  49. 49. Inventory shifting quicklyMost SSPs/exchanges moving to RTB for at least some of their inventory RTB ad requests as share of quarterly total, Adfonic 2012 40% 30% 20% 10% 0% Q1 Q2 Q3
  50. 50. Mobile DSP• Mobile-specific campaign management tools• Access to 100b impressions per month on mobile web and apps• Transparent buying across multiple publisher sources• Full control over which RTB exchanges• Unparalleled access to the UK fastest growing media channel
  51. 51. Googles Eric Schmidt says "put your best people on mobile” Feb 2011 Emmet GeaneyBusiness Development Director Enterprise Solutions emmet.geaney@adfonic.com +44 (0) 7887 564725 @emmetgeaney @Adfonic
  52. 52. The promise of social distributionDavid Halldavid.hall@digital.animal.com
  53. 53. What if ? Sales Revenue Marketing Cost60 The promise of social distribution
  54. 54. “Individuals using technologytogether are all powerful”Philip ClarkeCEO, Tesco PLC61 The promise of social distribution
  55. 55. EVERYONE ADVERTISESENABLE BRILLIANCEKILL RISK62 The promise of social distribution
  56. 56. Blah, blah, blah …show me the technology!63 The promise of social distribution
  57. 57. bit.ly/ftsedemo64 The promise of social distribution
  58. 58. 65 The promise of social distribution
  59. 59. http://bit.ly/FTSEDEMOFacebookLinkedIn66 The promise of social distribution
  60. 60. 67 The promise of social distribution
  61. 61. Customer Decision Journey Evaluate Bond Advocate Buy Consider Experience68 The promise of social distribution
  62. 62. Your message… going social
  63. 63. 70 The promise of social distribution
  64. 64. 71 The promise of social distribution
  65. 65. What do customers REALLY want? Your customers Your business The Perception Gap72 The promise of social distribution
  66. 66. Enable brillianceTurn people intopowerful advocatesand co-creators“A love loop”73 The promise of social distribution
  67. 67. 74 The promise of social distribution
  68. 68. FROM – I DON’T KNOW1950’S50% of my advertising works2012 SURVEY80% of CEO’s don’t understandhow marketing adds valueTO – I KNOWMy best ideas, products andmessagesMy most valuable advocatesWhere to find them75 The promise of social distribution
  69. 69. Win new customers from your existing baseBuild a social sales forceGenerate ‘Social’ business76 The promise of social distribution
  70. 70. London Birmingham 26-27 Southampton Street 230 Zellig London WC2E 7RS The Custard Factory +44 (0)20 7717 8530 Gibb Street Birmingham B9 4AA +44 (0)121 449 3814 info@digitalanimal.com digitalanimal.comDavid Halldavid.hall@digital.animal.com
  71. 71. FTSE 350 MasterclassWhy listen to us for ten minutes today… • Starting in Media & Telcos, Tigerspike has evolved over 10 years to work across a broad range of industry verticals. • We help transform our clients businesses by helping them unlock the power of personal media • Now placed in 7 locations across 5 continents
  72. 72. FTSE 350 MasterclassPersonal Media is transforming business“Mobile First Smartphones ” Eric Schmidt, Google Chairman E-book readers“Personal Media has changed how we live, ” now its changing how we work Tablets Nic Newman, MD and Head of Strategy, Tigerspike Game consoles Connected TVs
  73. 73. FTSE 350 MasterclassThe ecosystem is changing at lightning speed
  74. 74. FTSE 350 Masterclass Mobility is currently the most disruptive force in businessSALES Improved World Ordinary Improved World World Ordinary World Start Grow Mature Decline
  75. 75. The experience is everything
  76. 76. FTSE 350 MasterclassThe Daily Telegraph FeaturesThe UK’s leading daily iPad • Apps for iPhone, Android andnewspaper experience. iPad, all with a first-class user experience. • Auto-renewable subscriptions • Complex back-end integration • Offline reading • Image gallery and crossword Key Challenge • To expanded TMG’s digital offer and help monetise its content Transformational benefit • An average dwell time of 44 minutes in the app versus 12 minutes on the web
  77. 77. Back end systems integration is complex
  78. 78. Spend more time up front on SA and UX
  79. 79. FTSE 350 MasterclassSolution architecture and user experience design workshops
  80. 80. FTSE 350 MasterclassAmerican Express FeaturesRethinking the user experience of the AMEX • Cardmembers access exclusive LondonCardmember apps for iPhone and iPad. experiences and offers • Enhanced user experience design to deliver engaging content Key Challenge • Build deeper engagement with Cardmembers visiting London as part of a multi- channel campaign Transformational benefit • Enriching the mobile experience and loyalty for Cardmembers
  81. 81. A great enterprise app has to be consumer grade
  82. 82. FTSE 350 MasterclassMerck Features • Fully transactional app withReal-time business intelligence. ‘Buy Now’ and ‘Online Layby’ shopping cart options • QR Code scanner • Image-by-image browsing of catalogue • Catalogue interactivity Key Challenge • Direct integration with Oracle Siebel CRM Transformational benefit • Streamline administration overhead of processing orders
  83. 83. Automate your testing
  84. 84. FTSE 350 MasterclassDeveloping and testing your software project Functional Automated Unit Tests Tests Testing Coding Continuous Source Standards Integration Control Proprietary Security & Cloud Based Code Disaster Infrastructure Libraries Recovery
  85. 85. Personal media can transform business
  86. 86. FTSE 350 MasterclassWoolworthsEasing points of pain in the consumer journey Featuresfor Asia Pacific’s biggest retailer. • Barcode scanner • Store finder • Personalised special offers • Product finder checks aisle location of all products • Shopping list displays products in aisle order • Feedback mechanism for customers Key Challenge • To create an intuitive solution for users, which integrates with Woolworths’ core IT systems Transformational benefit • 1.95 million downloads and instant positive customer feedback
  87. 87. FTSE 350 MasterclassGet in touch… EMEANic Newman, EMEA MD & Head of Strategy Level G, 1 & 3nic.newman@tigerspike.com | +44 7818 012 643 18 Buckingham Gate London SW1E 6LB +44 20 7148 6600 emea@tigerspike.comClient selection Americas 133 W 19th Street 7th Floor New York NY 10011 United States +1 646 330 4636 americas@tigerspike.com Asia Pacific Level 1 28 Richards Avenue, Surry Hills Sydney NSW 2010 +61 2 9361 5132 asia-pacific@tigerspike.com
  88. 88. Digital Marketing StrategyResponding to trends in the digital landscapeDan Mogg – Digital Marketing Strategist Confidential
  89. 89. Caveats A plea and a sincere wish… Pi shaped Marketers will inherit the Earth 100
  90. 90. Organisation Delivered through multiple team process alignment 12+… 3-12… 0-3… Marketing Communications MarCommsBrands and Marketing strategy planning delivery Who? Why ? Where? How? What? When? Product / Channel Ops Planning / BAU businessBusiness unit / Channel strategy readiness owner 12+… 3-12… 0-3… 101
  91. 91. conversationEvolution of The nature of conversation has evolved to become a diffuse dialogue “Banking is… “Banking somewhere I “because I want to…” “because it helps …” is… GO” I have to…” “because WITH me” Diffuse Conversation Dialogue “Banking is… something I DO” “because I need to …” But there are some specific Digital trends to bear in mind… 102
  92. 92. Consumer insight Responding to the big trends in Digital… Hyper-personalisation of customer interactions Seamless cross-channel experiences Provides: Provides: • Opportunities for us to ‘know’ customers • Unified (not necessarily uniform) Branded whenever they engage with us experience across channels Driven by: Driven by: • Developments in ‘Big Data’ analytics through • The need for simplicity in our continuously linkages in Search, Social & Purchase data connected lives 103
  93. 93. Keeping it personal – hyper-personal –Know me with Big Data The places I go Why I’m there How can you help me? • Prioritise relevant content • Serve offers related • Returning visitors sign- posted to area of interest • People who liked that also liked this… • No thanks – ask me later Visits & actions Context & behaviours Add value to interactions Interesting examples – from theory to practice… 104
  94. 94. Grasping the Big Data nettle…Know me • Not Dan? • Link, Like Love • 2.5M personalised homepages deployed • Selling behind, not in • Uses information in at peak of best ever front of the click public domain – Jan sale Facebook Likes – to • Here’s the stuff you like provide relevant offers • Location –reviewed & rated by and content users • Previous browsing • Shows usefulness of • Wish lists to be shared Brand • Related content / offers Think less overbearing Big Brother, and more helpful Little Sister 105
  95. 95. Because right now it’s prettyMake it easy complicated! Customer touch-point planning Branded customer experience Forrester Research Inc: ‘The Unified Customer Experience Imperative’, April 2012 Interesting examples – from theory to practice… 106
  96. 96. Seamless experience is real…Make it easy Burberry flagship store – Regent Street Boots in-store kiosk • Staff with I-pads so you can access what you’ve • Links to the Advantage Card scheme, so shoppers previously seen on-line. They then bring clothes to you can review their current level of points and any • You wait in furnished areas with refreshments, as if you offers they’re now entitled to. may browse the web with a cup of tea at home • No functionality to pay for goods, but this self-serve • Mirrors are also screens, so you see a catwalk clip of approach to providing information does negate model wearing your outfit – cross-sales of accessories queuing to ask questions, and supports promotion • No tills, or queues – customers pay through staff device of current timely offers. 107
  97. 97. togetherPut it all Creating Branded Customer Experience Personalised Roles of channels, To drive Branded interactions – based on which need to join Customer Experience Insight seamlessly Know me Make it easy Sorted. So, Then, it’s a case of from what’s attribution to elasticity next? But now 2 channels of interest… 108
  98. 98. Mobile We regard Mobile as both a Banking and Communication channel Mobile is both a Gateway to Banking service, and an Interface for Brand experiences Banking sales / service 2010 the Mobile Future… Brand / Comms experiences Its about Contextual Relevance – right content, right time 109
  99. 99. Social Our fourth owned channel, driving linkages between the other three Social Branch Owned channels Owned channels Telephony Digital Banking 110
  100. 100. Social Significant success – but mainly from one- off’s, means its time to reappraise… Key milestones Halifax recognised as “the most visible bank in social channels” Greenlight Retail Banking Sector Report, April 2012 Award for customer service on Twitter But what’s the overarching purpose, by Bringing the 2012 Olympic games closer to our customers – recognised Brand, supporting as the most consistently active our enduring partner presence in Facebook World Record - most social spaces? tagged image - Torchview 37,580 tags Raising money for Save the Children 111
  101. 101. Thank you That’s all folks, baring any questions Question time ? 112

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