Wharton Undergraduate Marketing Conference

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Wharton Undergraduate Marketing Conference

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Wharton Undergraduate Marketing Conference

  1. 1. Disruption in the Force November 6, 2009 A New Hope? Will the Empire Strike Back? November 09 Garfield Group Page 1
  2. 2. November 09 Garfield Group Page 2
  3. 3. Larry Garfield, CEO Garfield Group Branding •  Brand Strategy and Creative Lead •  Over 25 years of agency experience •  Some Clients: IBM, AT&T, Novell, Samsung, Switchboard.com, Black & Decker, Holiday Inn, DuPont, IMS Health, Vertex, Bose Corporation, BioClinica lgarfield@garfieldgroup.com linkedin.com/in/larrygarfield 11/15/09 Garfield Group Page 3
  4. 4. 360-degree communications November 09 Garfield Group Page 4
  5. 5. The Outbound Mix November 09 Garfield Group Page 5
  6. 6. The rules have changed •  Customers have greater control –  What- When- How –  They speak to each other about you •  Disruption has its limitations •  Today’s mantra: connect and engage with customers –  A dialogue; earn the right to a relationship November 09 Garfield Group Page 6
  7. 7. The Inbound Mix November 09 Garfield Group Page 7
  8. 8. The new toolbox November 09 Garfield Group Page 8
  9. 9. Campaign Planner 11/15/09 GGI Overview 9
  10. 10. The New Rules of Engagement •  Think like a Publisher: journalistic, valuable content •  Hone in on those “buyer personas” that are making purchasing decisions •  Develop great content –  Think like a VC or Film Producer: cool content –  What do we want buyers to believe about our products/ services? •  Measure in new ways –  How many people are exposed to our ideas? –  How many downloads? –  How many interactions turn to leads– turn to sales? Source: David Meerman Scott November 09 Garfield Group Page 10
  11. 11. Competing with Strategy
  12. 12. Dean Whitney, President Garfield Group Interactive •  Digital strategy •  Solution Architecture •  Creative Lead 617-431-5065 dwhitney@garfieldgroup.com @deanwhit 11/15/09 Garfield Group Page 12
  13. 13. Integrated Marketing Results (KPIs) Tactics •  Search rank •  Websites/blogs •  Audience Acquisition •  Lead gen programs •  Brand recognition •  Organic Search •  Apps (Twitter, Facebook) •  Quality of Engagement •  Social Media •  Leads & Customers •  Branding/Print Nov-15-09 Garfield Group Interactive Page 13
  14. 14. The consumer decision journey •  Consumers are moving outside the purchasing funnel—changing the way they research and buy your products. McKinsey & Company JUNE 2009 • David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik000 Nov-15-09 Garfield Group Interactive Page 14
  15. 15. They influence each other… 2009 4 Billion Tweets 2010  40 Billion Tweets   11/15/09 Garfield Group Page 15
  16. 16. ??? Web 2.0 16 Nov-15-09 Garfield Group Interactive
  17. 17. Site Profile
  18. 18. Word of Mouth 11/15/09 Garfield Group Page 18
  19. 19. Word of Mouth 11/15/09 Garfield Group Page 19
  20. 20. Word of Mouth 11/15/09 Garfield Group Page 20
  21. 21. Not everyone is the same 11/15/09 Garfield Group Page 21
  22. 22. Target Audience •  Influencers Nov-15-09 Garfield Group Interactive Page 22
  23. 23. Features Research Feature Set Findings Wireframes Strategy Business Requirements
  24. 24. Features matrix
  25. 25. Agile Development Microsoft Release History 1985 2007 Flickr Release History 2004 O’Rielly Radar – October 2006 2006 Agile Iterative Development Benefits   Release early and often (perpetual   Faster time to market / Reduced risk beta)   Closer relationship with customers   Trust users as co-developers and real- time testers   Real-time data to make quantifiable decisions   Incrementally release new products   Increased responsiveness 11/15/09 GGI Overview 25
  26. 26. Involve end users early Implementation Jun Jul Aug Sep Oct Nov Finalize features and requirements, set up issue tracking Detailed Design, business process modeling, proof of concept (POC), portal staging Implement hosting, platform configuration, feature backlog/iteration plan Template development, custom applications, custom data services, 3rd Party integrations QA and performance testing, UAT testing User training & Roll-out (TPA, Admin) Launch Plan POC Closed Beta Launch Alpha Nov-15-09 Garfield Group Interactive Page 26
  27. 27. “Make it as simple as possible. But no simpler.” - Albert Einstein
  28. 28. Nov-15-09 Confidential 28
  29. 29. Feature Rich – Experience Poor 11/15/09
  30. 30. Nov-15-09 Confidential 30
  31. 31. Press to Honk Horn Turn key to start Turn knob to adjust volume Nov-15-09 Confidential 31
  32. 32. Social Media Operations Promotion ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ Reputation ✓ ✓ ✓ ✓ ✓ ✓ Nov-15-09 Garfield Group Interactive Page 32
  33. 33. 11/15/09 Garfield Group Page 33
  34. 34. Social Media Monitoring Nov-15-09 Garfield Group Interactive Page 34
  35. 35. Competing with Creativity
  36. 36. 36
  37. 37. 37
  38. 38. 38
  39. 39. 39
  40. 40. 40
  41. 41. Competing with Innovation
  42. 42. 11/15/09 GGI Overview 42
  43. 43. 11/15/09 Garfield Group Page 43
  44. 44. November 09 Page 44
  45. 45. November 09 Page 45
  46. 46. Competing with a Cause
  47. 47. Advertising 47
  48. 48. Advertising 48
  49. 49. Advertising 49
  50. 50. Advertising 50
  51. 51. Holiday Program Results •  32% of emails received a click-through •  Over 1,500 people visited the website; 52% direct traffic, 44% from social media •  Most importantly, raised awareness for Heifer, driving click-throughs to their website for additional donations •  “This may be the most clever thing anybody has ever done to support Heifer.” –  Ray White, Public Relations Director, Heifer International 11/15/09 GGI Overview 51
  52. 52. We drink our own Kool-Aid
  53. 53. Advertising 53
  54. 54. Advertising 54
  55. 55. Advertising 55
  56. 56. Advertising David Meerman Scott Webinar November 17 @ 3pm http://www.garfieldgroup.com/thelab-webinar 56
  57. 57. Thank you. Questions?

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