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Put your
    customers in
    control and
    drive more
    sales



1
2
3
4
5
Source: Nielsen
6
7
10,000,000


                9,000,000


               8,000,000

                                                       ...
9
10
11
12
13
14
15
16
17
18
19
Engagement Tactics




        Social Media



21
22
23
Result


           Tracking

       On site Customer
         Experience

     Relevant Communities


      Engagement Ta...
25
26
One source
of truth
Stand up if you have someone
 employed to increase website
 conversion?




32
     ?
Stay standing if that person
 utilises conversion management
 technology to achieve this?




33
     ?
34
1   4




2   5




3   6




    7
Increased
conversion
by 39%…

             7
Extra $1.7M
sales per     After
annum
through
testing
38
Increased
conversion
by 16%…
41
20% increase
in
conversion
in one year =
$2.2M in
new revenue
45
Your
     Brand



46
Your
     Brand




47
Example of brands crowd
            sourcing

          relevant social
          communities


48
49
1 Million
     unique users
     in Australia




50
51
52
53
54
55
56
Coupons


     74,000
     searches per
     month
     currently




57
100% increase in
             2009
             Forecast to rise a
             further 150% in
             2010/11




A...
More than 20%
of US
Consumers
use digital
Coupons: Over
45 million
[Source: Coupons inc., February
2010]




   59
58% of consumers
are more likely to
visit online grocery
stores or Fast-
Moving-Consumer-
Goods (FMCG)
websites if a coupo...
Canada
coupon
trends




61
62
Average Transaction Value of Coupons
Vs Shopping.com Vs PPC
                                                 $US TRU



$1...
1. Use coupons on high margin products
2. Use “X% off when you spend $Y”
3. Use coupons for upselling
4. Plan for you coup...
Stand up if you have a bought
 online in the last 12 months?




65
     ?
Stay standing if you looked for
 an online coupon before
 making a purchase?




66
     ?
67
68
Dell coupons




69
160%
increase in
Dell coupons
searches
71
72
500,000+
     visitors
     Monthly
     4 mins on
     site



73
130,000+
unique users
4M+ page
impressions
“The community is mostly
     Australian, and is technical-biased, i.e.
     who (1) usually perform research online
     ...
76
Exclusive coupons seeded
               to OzBargain based on
               the poll results




20% of total
weekly sale...
25% of Dell’s
     US annual
     Twitter
     performance
     in 7 days



78
feezfun on 22/06/2010 - 15:49
             I have only had one occasion to call
             Dell for assistance. The pers...
$20 ROAS




80
81
82
Dominos coupons


     6,600
     searches per
     month




83
84
85
65,000
     pizza’s YTD




86
87
                                  -
                                                                      10,000
      ...
88
89
$25 ROAS




90
91
92
responsible
     for 6.3% of
     all global
     single-track
     downloads



93
iPhone app
     downloaded
     1.5M in last 6
     weeks




94
Used
     20Million
     times in the
     last 8 weeks




95
Shazam




96
97
80,000

                         70,000

                         60,000
     i-tunes purchased




                      ...
99
100
101
102
103
104
                          Wasbia Printers Sold




            0
                                                 100
...
105
By 2015, more
      people will be
      browsing the
      internet on mobile
      devices than a
      desktop or lapto...
Mobile
      coupons




107
Unique bar
      code
      scannable
      coupon




108
FMCG Free samples online




                     $2 Off!
110
Result


            Tracking

        On site Customer
          Experience

      Relevant Communities


       Engageme...
112
113
http://chrisgarner.posterous.com/
       http://twitter.com/cgarner2000


114
115
116
117
118
…more examples of
      brand’s crowd sourcing

          relevant social
          communities


119
120
121
15,000 ideas
      and
      counting…




122
Launched
      2.8%
      solutions
      and
      counting…



123
124
125
126
127
http://chrisgarner.posterous.com/
       http://twitter.com/cgarner2000


128
iMedia summit Australia 2010
iMedia summit Australia 2010
iMedia summit Australia 2010
iMedia summit Australia 2010
iMedia summit Australia 2010
iMedia summit Australia 2010
iMedia summit Australia 2010
iMedia summit Australia 2010
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iMedia summit Australia 2010

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The digital marketplace is an exceptional environment to access the voice of your customers, your best assets. By listening and communicating to them, you can achieve greater customer satisfaction, customer acquisition, and ultimately business growth & revenue. You may have seen this in individual digital silos or for niche campaigns but what about the long term branding, engagement and customer commitment benefits?


dgm will outline key avenues you can use to effectively listen to those customers who are already speaking to you and understand how you can best harness the dialogue that’s already occurring through your site and via social media activity.


Learn which tools can accelerate your connectivity with customers and sort the insights from the noise. Learn how to really read the data that’s already at your fingertips and translate that into successful strategies for business development and growth.


dgm will illustrate a recent Dell case study which demonstrates the positive outcomes that can be achieved by listening to your customers and leveraging their voice.


Chris Garner, Regional Account Director – Dell, dgm

Published in: Education
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iMedia summit Australia 2010

  1. 1. Put your customers in control and drive more sales 1
  2. 2. 2
  3. 3. 3
  4. 4. 4
  5. 5. 5
  6. 6. Source: Nielsen 6
  7. 7. 7
  8. 8. 10,000,000 9,000,000 8,000,000 Facebook 7,000,000 Unique Users YouTube Wikipedia 6,000,000 Windows Live Messenger Blogger 5,000,000 Yahoo!7 Answers Skype Messenger 4,000,000 Myspace.com Twitter.com 3,000,000 Flickr LinkedIn 2,000,000 Yahoo!7 Messenger Friends Reunited 1,000,000 - Apr-05 Oct-05 Apr-08 Oct-08 Apr-04 Oct-04 Apr-06 Oct-06 Apr-07 Oct-07 Apr-09 Oct-09 Jan-05 Jul-05 Jan-08 Jul-08 Apr-10 Oct-03 Jan-04 Jul-04 Jul-06 Jul-07 Jul-09 Jan-10 Jul-10 Jan-06 Jan-07 Jan-09 Source: Nielsen Netview
  9. 9. 9
  10. 10. 10
  11. 11. 11
  12. 12. 12
  13. 13. 13
  14. 14. 14
  15. 15. 15
  16. 16. 16
  17. 17. 17
  18. 18. 18
  19. 19. 19
  20. 20. Engagement Tactics Social Media 21
  21. 21. 22
  22. 22. 23
  23. 23. Result Tracking On site Customer Experience Relevant Communities Engagement Tactics 24
  24. 24. 25
  25. 25. 26
  26. 26. One source of truth
  27. 27. Stand up if you have someone employed to increase website conversion? 32 ?
  28. 28. Stay standing if that person utilises conversion management technology to achieve this? 33 ?
  29. 29. 34
  30. 30. 1 4 2 5 3 6 7
  31. 31. Increased conversion by 39%… 7
  32. 32. Extra $1.7M sales per After annum through testing
  33. 33. 38
  34. 34. Increased conversion by 16%…
  35. 35. 41
  36. 36. 20% increase in conversion in one year = $2.2M in new revenue
  37. 37. 45
  38. 38. Your Brand 46
  39. 39. Your Brand 47
  40. 40. Example of brands crowd sourcing relevant social communities 48
  41. 41. 49
  42. 42. 1 Million unique users in Australia 50
  43. 43. 51
  44. 44. 52
  45. 45. 53
  46. 46. 54
  47. 47. 55
  48. 48. 56
  49. 49. Coupons 74,000 searches per month currently 57
  50. 50. 100% increase in 2009 Forecast to rise a further 150% in 2010/11 Australian coupon trends 58
  51. 51. More than 20% of US Consumers use digital Coupons: Over 45 million [Source: Coupons inc., February 2010] 59
  52. 52. 58% of consumers are more likely to visit online grocery stores or Fast- Moving-Consumer- Goods (FMCG) websites if a coupon is available. [Source: Couponstar via InternetRetailing, October 2009] 60
  53. 53. Canada coupon trends 61
  54. 54. 62
  55. 55. Average Transaction Value of Coupons Vs Shopping.com Vs PPC $US TRU $1,200 $1,000 40% 11% 18% 12% 17% 23% $800 $600 $400 $200 $0 Coupon Loyalty / PPC - affiliate Shopping Banners Email PPC Search Reward comparison $US TRU Source: dgm Australia Insights Q4 Consumer Electronics Sample size: $12M+ in revenue
  56. 56. 1. Use coupons on high margin products 2. Use “X% off when you spend $Y” 3. Use coupons for upselling 4. Plan for you coupons to go viral 5. Ensure your online checkout can reject inactive coupons 6. Set expiry dates and unique identification to measure redemption 7. Always include Terms & Conditions for coupon use 64
  57. 57. Stand up if you have a bought online in the last 12 months? 65 ?
  58. 58. Stay standing if you looked for an online coupon before making a purchase? 66 ?
  59. 59. 67
  60. 60. 68
  61. 61. Dell coupons 69
  62. 62. 160% increase in Dell coupons searches
  63. 63. 71
  64. 64. 72
  65. 65. 500,000+ visitors Monthly 4 mins on site 73
  66. 66. 130,000+ unique users 4M+ page impressions
  67. 67. “The community is mostly Australian, and is technical-biased, i.e. who (1) usually perform research online on products and shops before purchasing, and (2) are comfortable to shop online, if that gives them good price” Scott Yang Founder of OzBargain.com.au 75
  68. 68. 76
  69. 69. Exclusive coupons seeded to OzBargain based on the poll results 20% of total weekly sales in 7 days
  70. 70. 25% of Dell’s US annual Twitter performance in 7 days 78
  71. 71. feezfun on 22/06/2010 - 15:49 I have only had one occasion to call Dell for assistance. The person at the other end was helpful, it was a slow process and long phone call, but at the end I was told a new power supply would be dispatched and I would receive it in 48hrs. Less than 24hrs later I had the part all covered by warranty. 20,000 words of user generated content 79
  72. 72. $20 ROAS 80
  73. 73. 81
  74. 74. 82
  75. 75. Dominos coupons 6,600 searches per month 83
  76. 76. 84
  77. 77. 85
  78. 78. 65,000 pizza’s YTD 86
  79. 79. 87 - 10,000 12,000 2,000 4,000 6,000 8,000 Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Orders Delivered Nov-09 Dec-09 Orders Delivered Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10
  80. 80. 88
  81. 81. 89
  82. 82. $25 ROAS 90
  83. 83. 91
  84. 84. 92
  85. 85. responsible for 6.3% of all global single-track downloads 93
  86. 86. iPhone app downloaded 1.5M in last 6 weeks 94
  87. 87. Used 20Million times in the last 8 weeks 95
  88. 88. Shazam 96
  89. 89. 97
  90. 90. 80,000 70,000 60,000 i-tunes purchased 50,000 40,000 30,000 20,000 10,000 0 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 98
  91. 91. 99
  92. 92. 100
  93. 93. 101
  94. 94. 102
  95. 95. 103
  96. 96. 104 Wasbia Printers Sold 0 100 120 140 40 20 60 80 1 5 9 13 17 Day1 21 25 29 33 37 41 45 49 53 57 61 65 Day3 69 73 77 81 85 89 93 97 101 105 109 113 Day5 117 Hours elasped since Viral Campaign 121 125 129 133 137 141 145 149 153 157 161 Day7 165 169 173
  97. 97. 105
  98. 98. By 2015, more people will be browsing the internet on mobile devices than a desktop or laptop computer. (Source: Frost & Sullivan) 106
  99. 99. Mobile coupons 107
  100. 100. Unique bar code scannable coupon 108
  101. 101. FMCG Free samples online $2 Off!
  102. 102. 110
  103. 103. Result Tracking On site Customer Experience Relevant Communities Engagement Tactics 111
  104. 104. 112
  105. 105. 113
  106. 106. http://chrisgarner.posterous.com/ http://twitter.com/cgarner2000 114
  107. 107. 115
  108. 108. 116
  109. 109. 117
  110. 110. 118
  111. 111. …more examples of brand’s crowd sourcing relevant social communities 119
  112. 112. 120
  113. 113. 121
  114. 114. 15,000 ideas and counting… 122
  115. 115. Launched 2.8% solutions and counting… 123
  116. 116. 124
  117. 117. 125
  118. 118. 126
  119. 119. 127
  120. 120. http://chrisgarner.posterous.com/ http://twitter.com/cgarner2000 128

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