Amex Training 10 08 V3


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Amex Training 10 08 V3

  1. 1. Fall Recession Edition 2008 New Media Training
  2. 2. What We Will Cover <ul><li>New Media Tips for a Recession </li></ul><ul><li>Increasing Viral Pass-Along </li></ul><ul><li>Web Stickiness </li></ul><ul><li>Mobile Marketing Key Issues </li></ul>
  3. 3. New Media Tips for a Recession
  4. 4. #1 – Cut Paper Move some of your direct mail campaigns online
  5. 5. #2 – Focus on Earned Media <ul><li>People pay attention to news in a recession </li></ul><ul><li>Value and offers can make news </li></ul>
  6. 6. #3 – Get More Targeted A great time to get in to blog advertising
  7. 7. #4 – Look for Bargains
  8. 8. #5 – Spot Emerging Trends to Find Value Hulu – under a year old, and is the #3 video site
  9. 9. Viral Marketing
  10. 10. Goals for Viral Marketing <ul><li>What are the Industry best practices? </li></ul><ul><li>How much should I spend? What is the ROI? </li></ul><ul><li>What tactics should I consider? </li></ul>
  11. 11. Viral Marketing Viral Campaign Goals by Experience Source: MarketingSherpa Viral Marketing Survey, April 2007
  12. 12. Viral Marketing Viral Campaign Tactics Get ‘Great Results’? Source: MarketingSherpa Viral Marketing Survey, April 2007
  13. 13. Viral Marketing High Impact Tactics Source: MarketingSherpa Viral Marketing Survey, April 2007
  14. 14. Viral Marketing Ratio of Postive ROI Viral Campaigns Source: MarketingSherpa Viral Marketing Survey, April 2007
  15. 15. Viral Marketing Price Ranges for Game/Quiz/Poll Sites Source: MarketingSherpa Viral Marketing Survey, April 2007
  16. 16. Viral Marketing Price Ranges for Cool Microsites Source: MarketingSherpa Viral Marketing Survey, April 2007
  17. 17. Viral Marketing Calculating Your Communication Dividend Source:
  18. 18. Amex Case Study: Root for Our City <ul><li>Concept: Merchants and Cardmembers work together to compete for the largest share of a $1MM American Express urban tree-planting grant. Each transaction Cardmembers make on any American Express Card at participating merchants between September 22nd and October 31st count as a vote toward their city. The city with the most votes gets the largest share of the $1 million donation. </li></ul><ul><li>Goals: </li></ul><ul><li>Protect & Defend the Merchant Discount Rate- no offer needed to participate- nearly 5,000 merchant locations enrolled </li></ul><ul><li>Support POC through POP placement, traditional, nontraditional and viral media to spread the word </li></ul><ul><li>Drive Network Spend </li></ul><ul><li>Media Channels </li></ul><ul><li>Traditional Outdoor </li></ul><ul><li>Topiary Spectacular Events and Street Teams (with branded organic bag distribution) </li></ul><ul><li>Radio- pre-recorded reads and live remotes </li></ul><ul><li>OLA </li></ul><ul><li>Viral- page on Facebook (over 1200 fans), PR targets traditional media and bloggers, Social Notes application on our website, links to, stumbledupon, digg on website- as of 10/5, 10% of site visitors took viral action </li></ul><ul><li>Free411- trigger-based ad (when number/address of participating SE requested)- 8,500 requests for text messaged info </li></ul><ul><li>POP at all participating merchants </li></ul><ul><li>Creative samples: </li></ul><ul><li>Challenges: Maintaining Viral-ability, keeping OLA costs low as this is an in-market campaign (key message is drive-to-store) </li></ul>POP Out of home Ads Topiary Exhibits/Street Teams Social Notes App on Website
  19. 19. Amex Case Study: Price Plunge <ul><li>Concept: Demand-based pricing on must-have electronics, with prices reaching as low as 50% below retail </li></ul><ul><li>Goals: </li></ul><ul><li>Test the concept of a weekly sizzle (A new product was released every Tuesday for 4 weeks) </li></ul><ul><li>Test viral growth </li></ul><ul><li>How it works: </li></ul><ul><li>Every Tuesday, limited inventory of a new product goes on sale. The price of the product starts at retail, but can drop up to 50% below retail. The more people the register their card on the site, the lower the price drops. Therefore – price is a factor of how many people ‘demand’ the product. Price drops and people thresholds were preset, but varied to ensure the drop schedule was not predictable. </li></ul><ul><li>Creative samples: </li></ul><ul><li>Challenges: </li></ul><ul><li>Because this was a pilot, we had to drive all traffic through internal BTL channels, so viral growth was a bit more challenging. Additionally, the program was branded (Price Plunge is just the internal name), therefore building any brand equity to drive viral growth was even more challenging. </li></ul>Site Email Issuer channels
  20. 20. Web Stickiness
  21. 21. Web Stickiness <ul><li>How do we differentiate our offerings? </li></ul><ul><li>When to have a website? What are my other options? </li></ul>
  22. 22. Why Web Metrics? <ul><li>Before analyzing Web Metrics, we have to know what the main problem websites are now facing. </li></ul><ul><li>The main problem is that they have a low &quot; conversion rate &quot; - visitors to their web sites just aren't turning into buyers in the numbers needed to make a healthy profit. </li></ul><ul><li>So, how do you keep track of this and analyze the data (i.e., log data)? </li></ul><ul><li>WEB METRICS serve this purpose. </li></ul><ul><li>These are the metrics that have dramatic impact on the profitability of your website. By tracking these metrics and trying to affect them, you can get your web site closer to your target - for both sales-oriented and content-oriented sites. </li></ul>
  23. 23. What are the Goals? <ul><li>The key objectives of any website are the following: </li></ul><ul><ul><li>Increased Revenue </li></ul></ul><ul><ul><li>Decreased Cost </li></ul></ul><ul><ul><li>Enhanced Company Profile </li></ul></ul><ul><ul><li>Customer Satisfaction </li></ul></ul>
  24. 24. Content Metrics <ul><li>Repeat Visitor Share </li></ul><ul><li>Heavy User Share </li></ul><ul><li>Committed Visitor Share </li></ul><ul><li>Committed Visitor Index </li></ul><ul><li>Committed Visitor Volume </li></ul>The purchase percentage of repeating visitors out of total sales Committed Visitors are those for whom no ongoing transaction is processed, all the transactions with them have been committed
  25. 25. <ul><li>Visitor Engagement Index </li></ul><ul><li>No Sale Rate : HOME page </li></ul><ul><li>No Sale Rate : ALL pages </li></ul><ul><li>Page Leakage Percentage </li></ul><ul><li>Scanning Visitor Share </li></ul><ul><li>Scanning Visitor Index </li></ul><ul><li>Scanning Visitor Volume </li></ul>Scanning Visitors are those for whom at least one ongoing transaction is being processed the percentage of the number of visits to any particular page where that page was the last page in a visit, divided by the number of visits to that page. By identifying pages that result in a high percentage of visit termination, one can better address site design. Usability Metrics
  26. 26. <ul><li>Attract Visitors to Website </li></ul><ul><li>Maximizing the content caliber </li></ul><ul><li>Improve Navigation </li></ul><ul><li>Increase Conversion </li></ul><ul><li>Personalizing the Web Site </li></ul>Goals and Metrics Refinement
  27. 27. Goal: Attracting Visitors to the Website <ul><li>Which medium should be used to attract people? </li></ul><ul><li>Kodak Case Study </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>53 day measurement study </li></ul></ul><ul><ul><li>Search Engines and Directories : 45% of visitors </li></ul></ul><ul><ul><li>Reviews on leading news/community sites : 39% </li></ul></ul><ul><ul><li>ISPs : 14% </li></ul></ul><ul><li>Site Penetration Index (SPI) </li></ul>
  28. 28. Total Amount of Time Spent viewing all pages Stickiness = ------------------------------------------- Total Number of Unique Users Goal: Maximizing Stickiness
  29. 29. Goal : Maximizing the Sticking <ul><li>What is the comparative popularity of contents ? </li></ul><ul><li>Compare the Stickiness. </li></ul><ul><ul><li>What are people looking at ? </li></ul></ul><ul><ul><li>What really interests them ? </li></ul></ul><ul><li>Visitor Engagement Index </li></ul><ul><li> </li></ul><ul><li>Keeps eye on page views, pdf downloads, sample requests, email enquiries </li></ul>
  30. 30. <ul><li> Average Content Area Refresh Rate Freshness Factor = ------------------------------------------------------- Average Section Visit Frequency </li></ul>Goal : Maximizing the Content Caliber
  31. 31. Goal : Improve Navigation <ul><li> ’s ‘Tangled Web Survey’ </li></ul><ul><li>(over 69 web sites, among 13,000 users) </li></ul><ul><li>53 % had poorly organized search results </li></ul><ul><li>32% had poor information architecture </li></ul><ul><li>27% had cluttered home pages </li></ul><ul><li>25% had problems with confusing labels </li></ul><ul><li>13% had difficulties with inconsistent navigation </li></ul>
  32. 32. Site Options <ul><li>RSS </li></ul><ul><ul><li>Consumers opt-in to receiving offer details on a site they already visit (or access in a reader) </li></ul></ul><ul><ul><li>Push technology with computer opt-in </li></ul></ul><ul><ul><li>Not intrusive like email </li></ul></ul><ul><li>Widgets </li></ul><ul><ul><li>Microsite living on other webpages </li></ul></ul><ul><ul><li>Can be Facebook, iGoogle, Yahoo Desktop, etc. </li></ul></ul><ul><ul><li>Adds functionality to advertising </li></ul></ul>
  33. 33. 8 Tips for Improve Your Website <ul><li>Focus on the end of the funnel to boost conversion rates. </li></ul><ul><li>Optimize site copy, titles, and labels to improve natural search results </li></ul><ul><li>Add location cues to encourage users to stay on the site </li></ul><ul><li>Eliminate unused content to improve user experience and save money. </li></ul><ul><li>Prevent “No results” site keyword searches to help users find products. </li></ul><ul><li>Prioritize home page content to increase cross-sell opportunities. </li></ul><ul><li>Put key functionality on the home page to reduce steps for users. </li></ul><ul><li>Tweak the location and appearance of key buttons to boost click-through rates </li></ul>
  34. 34. Case Study: Selects <ul><li>Concept: One-stop access to local offers from all over the world, for Cardmembers all over the world </li></ul><ul><li>Goals: </li></ul><ul><li>Drive spend at Tier 1-3 merchants from all over the world </li></ul><ul><li>Drive organic growth to the network. </li></ul><ul><li>How it works: </li></ul><ul><li>Cardmembers from 92 countries can access offers from their local market and countries all over the world from one place. New offers in Travel, Dining, Shopping, and Entertainment are added every day. Visit to view all offers. </li></ul><ul><li>Creative samples: </li></ul><ul><li>Challenges: </li></ul><ul><li>As a result of inconsistency with traffic and the open, untargeted nature of the program, we have historically been unable to secure truly compelling and exclusive offers. </li></ul><ul><li>Selects has not had any marketing support in the past and little equity exists in the Selects name in the US so viral growth is even more challenging (Note: a test marketing program including BTL channels, banners and email is underway) </li></ul>Site Banner Homepage module
  35. 35. Activity: Selects <ul><li>Group with 2-3 people you work with </li></ul><ul><li>Create a campaign you could use Selects for </li></ul><ul><li>If Selects is not relevant, use another tool from our discussion of Viral and Stickiness </li></ul>
  36. 36. Activity: Selects Level 1: Hot Product Level 2: Featured Product Travel Hub <ul><li>Deep or unlimited inventory </li></ul><ul><li>1st come 1st serve </li></ul><ul><li>Link to merchant site for e-commerce </li></ul><ul><li>100% merchant funded </li></ul><ul><li>Possibly revenue generating </li></ul>Next week’s items Sales occur Mon-Thurs One sale per day at pre-determined time (eg. 12pm) Network e-mail opt-in provides access to “pre-sale” 30 mins before normal sale time and previews upcoming week No set industry days – calendar determined by team to allow for flexibility Site shows items for current week only To begin: Card # Network Email opt-in Amexnetwork Weekly E-mail Newsletter Merchant Offer Retail Hub Merchant Offer Dining Hub Merchant Offer More Hub Merchant Offer E-mail Only Offers <ul><li>Limited inventory </li></ul><ul><li>1 st come 1 st serve </li></ul><ul><li>Amex may host e-commerce </li></ul><ul><li>Merchant funded, value initially augmented by AXP </li></ul>
  37. 37. Mobile Marketing
  38. 38. Visa Mobile Developments <ul><li>Visa – Google (Android, including G1) </li></ul><ul><ul><li>Location-based merchant offers with Google maps </li></ul></ul><ul><ul><li>Immediate activity and Fraud notification </li></ul></ul><ul><ul><li>Mobile payments </li></ul></ul><ul><li>Visa – Nokia </li></ul><ul><ul><li>Smart-chip enabled phones </li></ul></ul><ul><ul><li>Location-based merchant offers </li></ul></ul><ul><ul><li>Mobile payment </li></ul></ul><ul><li>Visa – US Bancorp </li></ul><ul><ul><li>Phone-to-phone payments (think!) </li></ul></ul>
  39. 39. 2005 Was The Year Of Mobile
  40. 40. 2005 Was The Year Of Mobile
  41. 41. <ul><li>“ Practically everyone has a mobile phone, but after 15 years the only killer apps are interactions between people : voice, text and ringtones (just as communicative as a phone call). Carriers and media companies have for years desperately tried to force consumption onto the phone (WAP sites, video, etc), and consumers don't grasp on like they do with communication-based products. It seems to me any new technology will be utilized by people primarily to talk to each other. ” </li></ul><ul><li>- former Director of Innovation, AT&T Wireless </li></ul>Mobile Dis connect
  42. 42. Mobile ads: zomg. fail.
  43. 43. Recall of Mobile Advertising Formats Source: Limbo, Inc.
  44. 44. Five Useful Mobile Strategies <ul><li>Applications with a purpose </li></ul><ul><li>Shortcuts on every ad </li></ul><ul><li>Mobile version of useful sites ( </li></ul><ul><li>Mobile-friendly search buys </li></ul><ul><li>SMS an option for promotions </li></ul>
  45. 45. Useful Mobile Applications
  46. 46. Useful Mobile Applications
  47. 47. Useful Mobile Applications
  48. 48. Shortcodes
  49. 49. Shortcodes Source: The Who Is Directory Daily Show Alerts, Jokes http:// /text/ Comedy Central 22565 Text alerts MTV Networks, division of Viacom International Inc. 22444 Chat Mobile Telemedia, Inc. (CSC owner) 22428 Search http:// New York Times Inc. 22411 Interactive TV http:// / ABC, Inc. ABCTV 22288 Sweepstakes http:// SMS Marketing Group, LLC 22191 http:// G8Wave Corporate (CSC owner) 22122 Chat Mobile Telemedia, Inc. (CSC owner) 22000 Alerts, sweepstakes http:// Red Bull North America, Inc. 21523 College alerts http:// Swank Motion Pictures, Inc. 20964 Reverse auction http:// / Vector Mobile LLC 20873 Contest http:// Twentieth Century Fox Home Entertainment LLC 20FOX 20369 Ringtones, wallpapers, games http:// Orion Information Services, Inc. 20100 Sports alerts http:// /wireless, Inc 10806 Chat, Ringtones, Sweepstakes, http:// Upoc Networks UPOC 8762 Rewards program http:// The Coca-Cola Company COKE 2653 Purpose Website Company Vanity Number
  50. 50. David Vinjamuri [email_address] 212-543-3200