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HatlingFlint KNOW Series

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This presentation is from the KNOW series, featuring Josh Lysne, Eric Piela and Tony Franklin. Topics included social media, engage marketing and online media.

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HatlingFlint KNOW Series

  1. 2. <ul><li>Digital and Social Media </li></ul>
  2. 3. THE NEW MEDIA LANDSCAPE
  3. 4. It used to be easy…. <ul><li>In 1965, 80% of adults in the US could be reached with three 60 second TV spots </li></ul><ul><li>Day-after recall scores for 60 second prime-time commercials was 40% </li></ul>
  4. 5. It’s not so easy anymore. 2004 Friends – Series Finale 12.8 Nielsen rating Most-watched show in 4 years 1986 Head of the Class 12.8 Nielsen rating #40 show that year
  5. 6. New Consumption Models WORK Virtual Office WiFi Connected Anywhere OOH / RETAIL Digital Billboards RFID HDTV Blu-Ray DVR Gaming IPTV Virtual Worlds Social Software Online Video Podcasting User-Generated Content RFID Blogging Office Wikis RSS WiFi/connectivity Personalization Interactive Kiosks MOBILE / AUTO 3G Mobile Devices GPS Mobile Video WiFi Text Messaging HOME
  6. 7. SETTING THE STAGE
  7. 8. YOUR COMPANY WEBSITE
  8. 9. <ul><li>SMS Campaign </li></ul><ul><li>Mobile Content </li></ul><ul><li>Downloadable Apps </li></ul><ul><li>Ringtones/Wallpaper </li></ul><ul><li>WAP Ads </li></ul>Search Engine Optimization Kiosks Branded Utilities/Widgets RSS WEBSITES ONLINE MEDIA SOCIAL MOBILE AV Microsites Online Training Systems Search Engine Marketing DATABASE DEVLOPMENT Flash-Rich Applications YOUR COMPANY WEBSITE <ul><li>Tagging </li></ul><ul><li>Twitter </li></ul><ul><li>Wikis </li></ul><ul><li>Ratings & Reviews </li></ul><ul><li>Social Search Engines </li></ul><ul><li>Social News/Bookmarking </li></ul><ul><li>BLOGS/Vlogs </li></ul><ul><li>Standard Banners </li></ul><ul><li>Rich Media </li></ul><ul><li>Integrated Placement </li></ul><ul><li>Targeted </li></ul><ul><li>Streaming Video </li></ul><ul><li>Streaming Audio </li></ul><ul><li>Podcasts </li></ul><ul><li>Pre-Roll </li></ul><ul><li>Online Video </li></ul>
  9. 10. CONSUMERS ARE USING THIS STUFF TOO!
  10. 12. Why should you care? <ul><li>These are your consumers and this is where they are spending their time. </li></ul><ul><li>You need to talk to them (and listen) where they are, not where you want them to be. </li></ul>
  11. 13. <ul><li>It’s cool </li></ul><ul><li>It’s the “new” thing </li></ul><ul><li>It’s the “future” </li></ul><ul><li>We “need to be in it” </li></ul>Digital is not important because: It is important because…
  12. 14. It’s how we are consuming media. Source: Ball State University Center for Media Design
  13. 15. Source: Arbitron/Edison Media Research and comScore
  14. 16. These emerging behaviors pose a new challenge to today’s marketer. <ul><li>What do you do in the new social media world? </li></ul>
  15. 17. What is social media? <ul><li>The technologies and practices that people use to share content, opinions, insights, experiences, perspectives, and media itself. </li></ul>
  16. 18. <ul><ul><ul><li>Social News/ Bookmarking </li></ul></ul></ul><ul><ul><ul><li>Social Media </li></ul></ul></ul><ul><ul><ul><li>Chat Rooms </li></ul></ul></ul><ul><ul><ul><li>Message Boards </li></ul></ul></ul><ul><ul><ul><li>Blogs/ Video Blogs </li></ul></ul></ul><ul><ul><ul><li>Widgets </li></ul></ul></ul><ul><ul><ul><li>Social Networks </li></ul></ul></ul><ul><ul><ul><li>Content Sharing </li></ul></ul></ul><ul><ul><ul><li>Social Search Engines </li></ul></ul></ul><ul><ul><ul><li>Podcast/ Vcast </li></ul></ul></ul><ul><ul><ul><li>Ratings & </li></ul></ul></ul><ul><ul><ul><li>Reviews </li></ul></ul></ul>
  17. 20. Social media is for the young…. Club Penguin (4 million 8-14 year old visitors/month) kept a child, who was in the hospital for five months, connected with his then-distant friends.
  18. 21. And the old…. YouTube broadcaster, 79-year-old Peter Oakley known as Geriatric1927 , made his debut in August 2006 with a video series called ‘Telling It All’. His videos have been seen over five million times
  19. 22. Facebook – Age Distribution Source: Facebook internal data – September 2007
  20. 23. Source: O’Reilly Media
  21. 24. Why is it important? <ul><ul><li>Audiences trust personal experience and word of mouth dramatically more than any type of media. </li></ul></ul>Source: Nielsen Buzz Metrics
  22. 25. Now What?
  23. 26. How to get involved. <ul><li>The Four Step Process </li></ul><ul><li>Research and Learn </li></ul><ul><li>Develop a Strategy </li></ul><ul><li>Let Go (and embrace the change) </li></ul><ul><li>Participate </li></ul>
  24. 27. Free Listening Tools.
  25. 28. Advanced Listening.
  26. 29. Continually Monitor Social Media <ul><li>Know what is being said all the time </li></ul><ul><li>Identify potential issues quickly </li></ul><ul><li>Address these issues with the consumer </li></ul><ul><li>Identify the top online influencers and reach out to them </li></ul>
  27. 30. Now you know what is being said…. <ul><li>It’s time to let go and participate </li></ul>
  28. 31. IN SUMMARY
  29. 32. The New Media Strategy <ul><li>Monitoring is not a monthly thing, it has to be done daily (if not more often) </li></ul><ul><li>Strategy first, tactics second </li></ul><ul><li>Know how you are going to address different types of conversations before they happen, and who is going to address them </li></ul><ul><li>Social media is not free, it takes time to monitor and engage. Before you jump in, make sure you are ready for the commitment. </li></ul>
  30. 33. Automated Marketing
  31. 34. Engagement Marketing Agenda <ul><li>The “Facelift” of the Marketer </li></ul><ul><li>Engagement Marketing…it’s kinda like dating </li></ul><ul><li>Show Me The Automation! </li></ul><ul><li>Your Personal Engagement Evolution </li></ul>
  32. 35. The marketer “nip/tuck” <ul><li>Create brand awareness </li></ul><ul><li>Generate Leads </li></ul><ul><li>Deliver Leads to Sales Team </li></ul><ul><li>Manage Marketing Budget </li></ul><ul><li>Communicate with Existing Customers </li></ul><ul><li>Cultivate brand advocates! </li></ul>Develop Leads! In real-time and with marketing history! Maximize Marketing Budget! Market to Existing Customers!
  33. 36. Marketers…It’s time to step up. But it might be painful to… But if I slip up on… But I might get stuck in in…
  34. 37. Engagement Marketing is a relationship. <ul><li>“ Playing the Field” </li></ul><ul><li>Wearing the letterman’s jacket </li></ul><ul><li>On Bended Knee </li></ul><ul><li>Wedding Bells </li></ul><ul><li>Happily Ever After or The Cheating Heart? </li></ul>
  35. 38. <ul><li>Integrating and executing multi-channel marketing campaigns </li></ul><ul><ul><li>65% of organizations report better ROI through the use of multi-channel campaigns </li></ul></ul><ul><li>Implementing a customer centric strategy </li></ul><ul><ul><li>Behavioral targeting can increase revenues by as much as 50% </li></ul></ul><ul><ul><li>Personalized “color printing direct mail” response rates 13.74% (vs. traditional direct mail 1.26%) </li></ul></ul><ul><li>Focusing on lead quality </li></ul><ul><ul><li>70%-90% of marketing-generated leads are not acted on because sales finds them unqualified </li></ul></ul><ul><ul><li>Yet only 52% of companies are doing lead nurturing today </li></ul></ul><ul><li>Measuring results to provide proof of Return On Marketing Investment (ROMI) </li></ul><ul><ul><li>Executives are requiring marketers (organizations are requiring agencies) to justify their marketing budgets and report on results </li></ul></ul><ul><li>Using database to capture and influence marketing behavior </li></ul>* Stats from MarketingSherpa, Jupiter Research and Sirius Decisions Engagement Marketing is:
  36. 39. Marketers Rejoice!
  37. 40. <ul><li>Demand Generation </li></ul><ul><li>Lead Capture </li></ul><ul><li>Pre-Qualification/ Scoring </li></ul><ul><li>Lead Distribution </li></ul><ul><li>Lead Nurturing </li></ul><ul><li>Report and Analyze </li></ul>Six Phases to Lead Development Marketing Automation Lead Capture Report & Analyze Demand Generation Pre-Qualification / Scoring Distribution Nurture
  38. 41. The real problem is… …nothing talks to each other!
  39. 42. Trends Drive Technology (or visa versa)
  40. 43. Right Message > Right Person > Right Time <ul><li>Email open rates are 24% higher when segmented </li></ul><ul><li>Marketers using multiple dynamic content blocks see 3 percent higher conversion rates compared to those using more simple methods </li></ul><ul><li>Personalized “color printing direct mail” response rates – 13.74% (vs. traditional direct mail 1.26%) </li></ul>Jupiter Research Digital Printing Council Newsletter MarketingSherpa
  41. 44. Increase Relevancy with Behavior-Based Segmentation <ul><li>Marketing Automation: </li></ul><ul><ul><li>Send communications based on a prospect’s responses, transactions or specific events </li></ul></ul><ul><ul><li>Initiate a one-to-one ‘conversation’ with your prospects and customers </li></ul></ul>
  42. 45. <ul><li>Lead Management: Hot Lead. Cool Lead. Whose Lead? </li></ul><ul><li>Lead Distribution: Get lead to Sales yesterday. Via email or via CRM. </li></ul><ul><li>Lead Nurture : Automated Marketing Incubator: develop latent demand. </li></ul><ul><li>Lead Generation: Multi-channel and Multi-touch. Capture Marketing Behavior. </li></ul><ul><li>CRM Integration: Marketing activity visible in CRM database. </li></ul>
  43. 46. Email Reminders (Nurture) <ul><li>Email (Version 2) </li></ul><ul><li>“ Contact Me’s” </li></ul><ul><li>Personalized </li></ul><ul><ul><li>Name, Product, Content </li></ul></ul><ul><li>Delivered: 7 days (relative) </li></ul><ul><li>Email (Version 1) </li></ul><ul><li>Personalized </li></ul><ul><ul><li>Name, Market, Product </li></ul></ul><ul><li>Links to Dealer, Products, Markets </li></ul><ul><li>Delivered: 3 days </li></ul><ul><li>Email (Version 3) </li></ul><ul><li>2 nd Reminder “Last Chance!” </li></ul><ul><li>Delivered: Dec 17th </li></ul>
  44. 47. Whoa! This seems too complex… Relax. Deep breath. Baby steps.
  45. 48. Online Media
  46. 49. The Marketer’s Secret <ul><li>Create a story about your products, and make it easy to tell. </li></ul><ul><li>Listen to what your customers are saying. </li></ul><ul><li>Respond back . </li></ul>
  47. 50. The Click Takes a Beating <ul><li>“ Display Ad Clickers Drop by 50%. The Click is Officially Dead .” September 2009 </li></ul>“ A click means nothing, earns no revenue and creates no brand equity. Your online advertising has some goal—and it’s certainly not to generate clicks.” October 2009 John Lowell, Starcom USA SVP and Director, Research and Analytics “ Half Of Ad Impressions, 95 Percent Of Clicks Fraudulent.” September 2009
  48. 51. <ul><li>2007: Original Natural Born Clicker Study </li></ul><ul><ul><li>Clicking was a rare occurrence </li></ul></ul><ul><ul><li>Most clicks were accounted for by a small, unrepresentative portion of the total online population </li></ul></ul><ul><ul><li>Conclusion: optimizing a campaign to clicking behavior limits the potential campaign influence on the total online audience </li></ul></ul><ul><li>2009: Natural Born Clicker, Part 2 </li></ul><ul><ul><li>Validate the results of the original study and look for any shifts in clicking behavior since 2007 </li></ul></ul><ul><ul><li>Examine how clicking behavior differs (or does not) within four key advertiser categories </li></ul></ul><ul><ul><li>Establish the value of online advertising via metrics other than the click </li></ul></ul>comScore Natural Born Clickers Studies
  49. 52. Who is Clicking? <ul><li>Q: Who is Clicking? </li></ul><ul><li>A: Fewer people </li></ul><ul><li>A: Fewer people that account for more clicks </li></ul><ul><li>A: Less Affluent </li></ul><ul><li>A: Most likely 35 – 44 years old </li></ul><ul><li>Question to Advertisers: </li></ul><ul><li>Is this the best audience to benchmark the value of online advertising? </li></ul>
  50. 53. Half as Many Clickers in 2009 vs. 2007 <ul><li>Only 16% of internet users clicked on at least one display ad in March 2009 </li></ul>July 2007 March 2009 Source: comScore, Inc. custom analysis, Total US Online Population, persons, July 2007 and March 2009 data periods
  51. 54. Conclusions – The Click is Not the Endgame <ul><li>Clickers are a very small group </li></ul><ul><li>84% of internet users never click </li></ul><ul><li>90+% of category site visitors were exposed to ads but did not click </li></ul><ul><li>In aggregate non clickers consume the most pages and spend the most time on sites </li></ul>“ A click means nothing, earns no revenue and creates no brand equity. Your online advertising has some goal—and it’s certainly not to generate clicks.” John Lowell, Starcom USA SVP and Director, Research and Analytics 90+% of category site visitors were exposed to ads but did not click
  52. 55. ADDITIONAL WAYS TO MEASURE YOUR ADVERTISING
  53. 56. Additional Ways to Measure
  54. 57. Creative Capabilities
  55. 58. Full Page Ad Full Page Video Enabled
  56. 61. Pre Roll with Companion Banner Expandable / In Banner
  57. 62. <ul><li>Turnkey functionality added to the creative can include: </li></ul><ul><ul><li>Add to calendar </li></ul></ul><ul><ul><li>Add to Facebook, MySpace </li></ul></ul><ul><ul><li>Pass along, invite friends </li></ul></ul><ul><ul><li>Map a location </li></ul></ul><ul><ul><li>Send to mobile # </li></ul></ul><ul><ul><li>Dynamic product carousel </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><li>Undertone is able to optimize interaction rates </li></ul><ul><li>Data is transferred and owned by client for future efforts </li></ul><ul><li>Real time data streams can be used to “pull” information from a marketer website </li></ul>Spongecell
  58. 63. Research Capabilities
  59. 64. Real Time Brand Measurement Real time view provides instant analysis of campaign performance Simple Polling Device <ul><li>Ad Catalyst : Measure ad impact on viewer perceptions of key brand attributes in real time </li></ul><ul><ul><ul><ul><li>Test and Control Methodology </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Brand awareness </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Brand attributes </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Favorability </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Purchase intent </li></ul></ul></ul></ul><ul><ul><ul><li>Message awareness </li></ul></ul></ul><ul><ul><ul><li>Side by side creative effectiveness </li></ul></ul></ul>Advertising Objective Funnel
  60. 65. Audience Insights Sample Report <ul><li>Campaign METRIX reporting : </li></ul><ul><ul><ul><ul><li>Reach and Frequency </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Impressions and Demographics </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Audience Build </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Frequency Distribution </li></ul></ul></ul></ul><ul><li>Ad Effectiveness Reporting : </li></ul><ul><ul><ul><ul><li>Lift in website visitation </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Lift in website engagement </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Lift in trademark or branded search activity </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Competitive share of mind </li></ul></ul></ul></ul>
  61. 66. CASE STUDY: SOVEREIGN BANK
  62. 67. <ul><li>Campaign Goals: </li></ul><ul><ul><li>Drive 150 new account signups </li></ul></ul><ul><li>Undertone Strategy & Tactics: </li></ul><ul><ul><li>Enhance the existing creative with Spongecell Interactive buttons to boost consumer engagement and ensure post campaign activity using the following functionality: </li></ul></ul><ul><ul><ul><li>Find a Branch </li></ul></ul></ul><ul><ul><ul><li>Tell a friend </li></ul></ul></ul><ul><li>Results: </li></ul><ul><ul><li>Overall, the ad unit gave consumers valuable information on the Sovereign product without forcing them to leave the page, resulting in increased readiness to sign up for an account . </li></ul></ul><ul><ul><ul><li>184 signups as of 6/21 </li></ul></ul></ul><ul><ul><ul><ul><li>Total signups surpassed client goal of 150 </li></ul></ul></ul></ul><ul><ul><ul><ul><li>34 additional post campaign </li></ul></ul></ul></ul><ul><ul><ul><li>Mouseover rate of 8.96%, on higher end of typical range </li></ul></ul></ul><ul><ul><ul><li>30,868 mapping interactions, revealing that consumers were very interested in finding the nearest Sovereign branches </li></ul></ul></ul>
  63. 68. Audience Post Campaign Metrix *Data Based on comScore Reporting New England: Connecticut, Massachusetts, Rhode Island Mid Atlantic: New York, Pennsylvania <ul><li>Overall Results: </li></ul><ul><li># of Impressions: 13,537,996 </li></ul><ul><ul><ul><li>New England 63% </li></ul></ul></ul><ul><ul><ul><li>Mid Atlantic 37% </li></ul></ul></ul><ul><li>Unique Visitors   2,204,996 </li></ul><ul><ul><ul><li>1 impression 15% </li></ul></ul></ul><ul><ul><ul><li>2 26% </li></ul></ul></ul><ul><ul><ul><li>3-4 31% </li></ul></ul></ul><ul><ul><ul><li>5+ 28% </li></ul></ul></ul><ul><li>Average Frequency 6.1 times </li></ul>CAMPAIGN IMPRESSIONS & COMPOSITION Age # Impressions Composition Index UVs Under 18 1,034,482 62 Persons: 18-24 926,667 48 Persons: 25-34 1,967,193 93 Persons: 35-44 4,999,500 157 Persons: 45-54 2,478,917 130 Persons: 55-64 922,811 105 Persons: 65+ 1,208,325 110 HHI # Impressions Composition Index UVs Under $15,000 667,414 57 $15,000-24,999 312,475 54 $25,000-39,999 2,319,615 75 40,000-59,999 2,531,012 89 $60,000-74,999 1,621,396 119 $75,000-99,999 3,516,393 129 $100,000+ 2,569,590 126 HH Size # Impressions Composition Index UVs 1 976,974 124 2 3,616,348 112 3 3,797,016 88 4 3,102,647 101 5+ 2,044,910 93
  64. 69. May-June Campaign Summary <ul><li>OVERALL GOALS: </li></ul><ul><li>Generate 150 Signups </li></ul><ul><li>CAMPAIGN FLIGHT/IMPRESSIONS/BUDGET: </li></ul><ul><li>5/6/09 – 6/10/09 (reporting through 6/21 for post campaign actions) </li></ul><ul><li>~15MM Impressions </li></ul><ul><li>TARGETING: </li></ul><ul><li>RON: Demo Target </li></ul><ul><li>Site Retargeting </li></ul><ul><li>Geo-Targeting to Conn, Mass, RI, NY DMA, Philadelphia DMA, Harrisburg PA </li></ul><ul><li>CAMPAIGN DELIVERY SUMMARY: </li></ul>*Data Based on Zedo Reporting (5/6/09-6/21/09) 184 Total Actions CTR .03% Sovereign Bank Impressions Clicks CTR Post Click Actions Post Impressions Action TOTAL 15,805,090 5,220 0.03% 24 160
  65. 70. Overall Delivery by Placement <ul><ul><li>The 728x90 ad size delivered the most actions </li></ul></ul><ul><ul><li>Most of the actions were generated via Post Impression activity </li></ul></ul><ul><ul><li>Retargeting was most effective in generating actions with less inventory </li></ul></ul>CTR 0.03% CTR 0.05% *Data Based on Zedo Reporting (5/6/09-6/21/09)
  66. 71. Campaign Optimization Optimization Lift <ul><li>The campaign delivered an average of 5 actions per day </li></ul><ul><li>20% of the total actions were delivered after the 6/10 end date </li></ul>Post Campaign 37 More Actions Post Campaign
  67. 72. THANK YOU.

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