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iCrossing UK Client Summit 2011 - An Update from iCrossing U.S.

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iCrossing UK Client Summit 2011 - An Update from iCrossing U.S.

  1. 1. An update from iCrossing U.S.Adam Lavelle, Chief Strategy OfficerMay, 2011
  2. 2. This presentation can also be known as... - Connectedness - Marketing in a real time world - Brands have to ‘publish or die’ or... how i learned to stop hating and love daily, frenetic, crazy change
  3. 3. Marketing is only getting more complex.
  4. 4. There has never been more potential todrive measurable marketing results.
  5. 5. We are only in the ‘third inning’
  6. 6. Significant shifts continue to have impact
  7. 7. Imbalances provide opportunities
  8. 8. Last year, this was just getting started...
  9. 9. Not that i was an oracle or anything...
  10. 10. But it’s radical, overwhelming change
  11. 11. A brief history of mediaThank you Brian Haven @birdahonk
  12. 12. CAVE DRAWINGS10,000 BC – 5,000 BC
  13. 13. CAVE DRAWINGS4,000s BC
  14. 14. CAVE DRAWINGS3,000s BC
  15. 15. PAPYRUS STONE TABLETS CAVE DRAWINGS Development Of Languages & Societies FIRESIDE CHAT2,000s BC
  16. 16. PAPYRUS PAPER FIRESIDE CHAT BAZAAR / MARKETPLACE TOWN CRIER CARTS & SIGNS2,000 BC – 0 AD
  17. 17. PAPER FIRESIDE CHAT BAZAAR / MARKETPLACE TOWN CRIER CARTS & SIGNS0 AD - 500
  18. 18. PAPER FIRESIDE CHAT BAZAAR / MARKETPLACE TOWN CRIER CARTS & SIGNS500 – 1000
  19. 19. PAPER Gutenberg Printing Press BOOKS / POSTERS / HANDBILLS FIRESIDE CHAT BAZAAR / MARKETPLACE TOWN CRIER CARTS & SIGNS1000 – 1450s
  20. 20. PAPER BOOKS / POSTERS / HANDBILLS FIRESIDE CHAT BAZAAR / MARKETPLACETOWN CRIER CARTS & SIGNS1500s 1600s 1700s 1800
  21. 21. DAWN OF THE INDUSTRIAL REVOLUTION Steam Power Internal Combustion Engine Railroads Electrical Power COUPONS PR TELEGRAPH / TELEPHONEBOOKS / MAGAZINES First Newspaper Ad NEWSPAPERS BAZAAR / MARKETPLACE BILLBOARDS 1836 1850s 1864 1867 1888
  22. 22. WAR PROPAGANDA DOOR-TO-DOOR SALES COUPONS TUPPERWARE PARTIES PR YELLOW PAGES TELEPHONE TELEMARKETINGBOOKS / MAGAZINES NEWSPAPERS CLASSIFIED ADS BILLBOARDS CONSUMER GOODS & PRODUCT PACKAGING PRODUCT PLACEMENT RADIO ADS TV ADS20th 1920s 1940s 1950sCENTURY
  23. 23. GOLDEN AGE OF ADVERTISING SWEEPSTAKES DATABASE MARKETING DOOR-TO-DOOR SALES DIRECT MAIL GUERILLA MARKETING COUPONS PERSONAL COMPUTERS TUPPERWARE PARTIES CABLE TV PR HOME SHOPPING CHANNELS YELLOW PAGES ELECTRONIC BBS TELEPHONE EMAIL TELEMARKETING COMPUTER SPAM BOOKS / MAGAZINES NEWSPAPERS SWEEPSTAKES DOOR-TO-DOOR SALES CLASSIFIED ADS COUPONS “TUPPERWARE PARTY” / MULTI-LEVEL MARKETING PR YELLOW PAGES BILLBOARDS TELEPHONE TELEMARKETING BOOKS / MAGAZINES PRODUCT PACKAGING NEWSPAPERS CLASSIFIED ADS PRODUCT PLACEMENT BILLBOARDS PRODUCT PACKAGING RADIO ADS PRODUCT PLACEMENT RADIO ADS TV ADS TV ADS1960s 1970s 1980s
  24. 24. DOTCOM BOOMDATABASE MARKETING WWW / WEB SITES SEARCH ENGINESDIRECT MAIL CRMGUERILLA MARKETING ECOMMERCE COMPARISON SHOPPINGPERSONAL COMPUTERS ONLINE MARKETS (AMAZON) ONLINE AUCTIONS (EBAY)CABLE TV WEB DISPLAY ADVERTISINGHOME SHOPPING CHANNELS TIVO LONG TAIL / NICHEELECTRONIC BBS DATABASE MARKETING DIRECT MAILEMAIL GUERILLA MARKETING PERSONAL COMPUTERSCOMPUTER SPAM CABLE TV HOME SHOPPING CHANNELS ELECTRONIC BBS EMAIL COMPUTER SPAMSWEEPSTAKESDOOR-TO-DOOR SALESCOUPONSMULTI-LEVEL MARKETINGPRYELLOW PAGESTELEPHONETELEMARKETINGBOOKS / MAGAZINESNEWSPAPERSCLASSIFIED ADSBILLBOARDSPRODUCT PACKAGINGPRODUCT PLACEMENTRADIO ADSTV ADS 1990s
  25. 25. DOTCOM BUST SOCIALIZATION OF THE WEBWWW / WEB SITESSEARCH ENGINESCRMECOMMERCECOMPARISON SHOPPINGONLINE MARKETS (AMAZON)ONLINE AUCTIONS (EBAY) “Irrational Exuberance”WEB DISPLAY ADVERTISINGTIVOLONG TAIL / NICHE BLOGSDATABASE MARKETING SEARCH MARKETINGDIRECT MAIL PODCASTINGGUERILLA MARKETING ONLINE VIDEOPERSONAL COMPUTERS VIDEO GAMES (WEB)CABLE TVHOME SHOPPING CHANNELS MOBILE PHONES (POPULARIZED) CROWDSOURCINGELECTRONIC BBS SOCIAL NETWORKSEMAIL WIKISCOMPUTER SPAM TWITTERSWEEPSTAKES WWW / WEB SITESDOOR-TO-DOOR SALES SEARCH ENGINES CRMCOUPONS ECOMMERCE COMPARISON SHOPPINGMULTI-LEVEL MARKETING ONLINE MARKETS (AMAZON) ONLINE AUCTIONS (EBAY) WEB DISPLAY ADVERTISINGPR TIVO LONG TAIL / NICHEYELLOW PAGES DATABASE MARKETING DIRECT MAIL GUERILLA MARKETINGTELEPHONE PERSONAL COMPUTERS CABLE TVTELEMARKETING HOME SHOPPING CHANNELS ELECTRONIC BBSBOOKS / MAGAZINES EMAIL COMPUTER SPAM SWEEPSTAKESNEWSPAPERS DOOR-TO-DOOR SALES COUPONSCLASSIFIED ADS MULTI-LEVEL MARKETING PUBLIC RELATIONS YELLOW PAGESBILLBOARDS TELEPHONE TELEMARKETINGPRODUCT PACKAGING BOOKS / MAGAZINES NEWSPAPERSPRODUCT PLACEMENT CLASSIFIED ADS BILLBOARDS PRODUCT PACKAGINGRADIO ADS PRODUCT PLACEMENT RADIO ADSTV ADS TV ADS 2000s
  26. 26. LOCATION AWARENESS, MOBILITY, RETAIL HACKING DIGITAL VIDEO STREAMING DIGITAL SETTOP BOXES GAMING CONSOLES SMARTPHONES TABLETS GESTURE INTERFACE DEVICES BODY INTERFACES / WEARABLE COMPUTING AUGMENTED REALITY SEMANTIC WEB FLASH DEALS FLASH MOBS CURATED CONTENT SERVICES LOCATION AWARENESS POPUP STORES RETAIL ENTERTAINMENT BLOGS LOCALIZED EXPERIENCES CROWD ACTIVATED COUPONS SEARCH MARKETING FOURSQUARE / GOWALLA / LOOPT YELP OPEN TABLE PODCASTING QUORA VIRTUAL SHOW & TELL ONLINE VIDEO VIRTUAL STYLIST DEMOCRATIZED PAYMENTS VIDEO GAMES (WEB) NEAR-FIELD COMMUNICATIONS THIRD-PARTY LAYERED EXPERIENCES CUSTOMER SERVICE HACKS MOBILE PHONES (POPULARIZED) CROWDSOURCING BLOGS SEARCH MARKETING PODCASTING SOCIAL NETWORKS ONLINE VIDEO VIDEO GAMES (WEB) WIKIS MOBILE PHONES CROWDSOURCING TWITTER SOCIAL NETWORKS WIKIS TWITTER WWW / WEB SITES SEARCH ENGINES CRM ECOMMERCE COMPARISON SHOPPING ONLINE MARKETS (AMAZON) ONLINE AUCTIONS (EBAY) WEB DISPLAY ADVERTISING TIVO LONG TAIL / NICHE DATABASE MARKETING DIRECT MAIL GUERILLA MARKETING PERSONAL COMPUTERS CABLE TV HOME SHOPPING CHANNELS EMAIL COMPUTER SPAM SWEEPSTAKES COUPONS MULTI-LEVEL MARKETING PUBLIC RELATIONS TELEPHONE TELEMARKETING BOOKS / MAGAZINES NEWSPAPERS BILLBOARDS PRODUCT PACKAGING PRODUCT PLACEMENT RADIO ADS TV ADS2008 2010
  27. 27. THE EPOCH OF BIEBER DIGITAL VIDEO STREAMING DIGITAL SETTOP BOXES GAMING CONSOLES SMARTPHONES TABLETS GESTURE INTERFACE DEVICES BODY INTERFACES / WEARABLE COMPUTING AUGMENTED REALITY SEMANTIC WEB FLASH DEALS FLASH MOBS CURATED CONTENT SERVICES LOCATION AWARENESS POPUP STORES RETAIL ENTERTAINMENT LOCALIZED EXPERIENCES CROWD ACTIVATED COUPONS FOURSQUARE / GOWALLA / LOOPT YELP OPEN TABLE QUORA VIRTUAL SHOW & TELL VIRTUAL STYLIST DEMOCRATIZED PAYMENTS NEAR-FIELD COMMUNICATIONS THIRD-PARTY LAYERED EXPERIENCES CUSTOMER SERVICE HACKS GREAT BLOGS SEARCH MARKETING PUBLICIST BIEBERTUBE WARS PODCASTING ONLINE VIDEO VIDEO GAMES (WEB) MOBILE PHONES CROWDSOURCING SOCIAL NETWORKS WIKIS TWITTER WWW / WEB SITES SEARCH ENGINES CRM ECOMMERCE COMPARISON SHOPPING ONLINE MARKETS (AMAZON) ONLINE AUCTIONS (EBAY) WEB DISPLAY ADVERTISING TIVO LONG TAIL / NICHE DATABASE MARKETING DIRECT MAIL GUERILLA MARKETING PERSONAL COMPUTERS CABLE TV HOME SHOPPING CHANNELS EMAIL COMPUTER SPAM SWEEPSTAKES COUPONS MULTI-LEVEL MARKETING PUBLIC RELATIONS TELEPHONE TELEMARKETING BOOKS / MAGAZINES NEWSPAPERS BILLBOARDS PRODUCT PACKAGING PRODUCT PLACEMENT RADIO ADS TV ADS2011 2012 December 21, 2012
  28. 28. LOCATION AWARENESS, MOBILITY, RETAIL HACKING DIGITAL VIDEO STREAMING DIGITAL SETTOP BOXES GAMING CONSOLES SMARTPHONES TABLETS GESTURE INTERFACE DEVICES BODY INTERFACES / WEARABLE COMPUTING AUGMENTED REALITY SEMANTIC WEB FLASH DEALS FLASH MOBS CURATED CONTENT SERVICES LOCATION AWARENESS POPUP STORES RETAIL ENTERTAINMENT BLOGS LOCALIZED EXPERIENCES CROWD ACTIVATED COUPONS SEARCH MARKETING FOURSQUARE / GOWALLA / LOOPT YELP OPEN TABLE PODCASTING QUORA VIRTUAL SHOW & TELL ONLINE VIDEO VIRTUAL STYLIST DEMOCRATIZED PAYMENTS VIDEO GAMES (WEB) NEAR-FIELD COMMUNICATIONS THIRD-PARTY LAYERED EXPERIENCES CUSTOMER SERVICE HACKS MOBILE PHONES (POPULARIZED) CROWDSOURCING BLOGS SEARCH MARKETING PODCASTING SOCIAL NETWORKS ONLINE VIDEO VIDEO GAMES (WEB) WIKIS MOBILE PHONES CROWDSOURCING TWITTER SOCIAL NETWORKS WIKIS TWITTER WWW / WEB SITES SEARCH ENGINES CRM ECOMMERCE COMPARISON SHOPPING ONLINE MARKETS (AMAZON) ONLINE AUCTIONS (EBAY) WEB DISPLAY ADVERTISING TIVO LONG TAIL / NICHE DATABASE MARKETING DIRECT MAIL GUERILLA MARKETING PERSONAL COMPUTERS CABLE TV HOME SHOPPING CHANNELS EMAIL COMPUTER SPAM SWEEPSTAKES COUPONS MULTI-LEVEL MARKETING PUBLIC RELATIONS TELEPHONE TELEMARKETING BOOKS / MAGAZINES NEWSPAPERS BILLBOARDS PRODUCT PACKAGING PRODUCT PLACEMENT RADIO ADS TV ADS2008 2010
  29. 29. Source: Forrester
  30. 30. Source: Forrester
  31. 31. We are in the midst of the next leap… Connected Coordinated eBusiness Marketing Marketing 3.0Transactional Channel Transactional Integrated Optimizers Marketing Marketing 2.0 Brochureware Consistency Digital 1.0 Marketing “Experiences” Experiential Source: Forrester
  32. 32. What is connectedness?Connectedness is how to domarketing in a networked world.Focusing on audiences not targets,engaging in dialogue not shouting,and developing trust that lasts. Source: Forrester
  33. 33. It means rethinking how we get brand attention •Paid search Call center TV ads Point •Display advertising •Affiliate marketing of Print sale ads Display Radio ads •Sponsorships ads Direct mail SEM Bought Website SEO •Natural Search Landing pages Onsite UGC •Social Media Website •Paid advertising •Press coverage (mobile) •Website content Earned Owned Word of •Link exchange mouth •Messaging Widgets partnership Twitter •Utilities •Editorial Digital •Custom publishing •PR video Other blogs •Advertorials Gadgets Facebook PR eMail Source: Forrester
  34. 34. Understanding the consumer experience through attribution Better insights into consumers’ touch points with the brand create new opportunities to optimization messaging and budgets for marketing channels depending on customers’ stage in the funnel. Display Ad Paid Search Paid Search Direct to Display Ad (Non-Branded) (Branded) Site Natural impression click Search click click registration A possible customer path to contact – which gets credit? Attribution Display Paid Natural Paid Direct Last Click -- -- -- -- 100% First Click 100% -- -- -- -- Even 20% 20% 20% 20% 20% Random 12.5% 12.5% 12.5% 12.5% 50% Custom tbd tbd tbd tbd tbd Source: Forrester
  35. 35. The big shift
  36. 36. The connected success for ‘connected’A framework for playbook success
  37. 37. Building an Insights Platform Source: Forrester
  38. 38. Elements of the ‘playbook’ - Communication Policy on Third Party Websites - Employee Participation in Social Media - Tactical Guidelines Overview - Social Space Vanity URLs and Naming Conventions Facebook Twitter • Design • Design • Tactical Guidelines • Overview of Community Manager Role • Links to more information/tutorials • Rules of Engagement • Community Management • Daily Activity List • Rules of Engagement • Voice/Tone • User-Generated Content Moderation • Best Practices • Daily Activity Task List • Off Limits Topics • Voice/Tone • Escalation Policy • Best Practices • Link Sources & Content • Off-Limit Topics • Growing the Twitter community • Escalation Policy • Gaining Followers • Content & Link Sources • Increasing Visibility with Hash Tags • Growing the Facebook Community • Using Hash Tags • Measurement • Cross-Marketing Channel Integration • Measurement
  39. 39. The content continuum
  40. 40. The velocity of content creation
  41. 41. Managing an ecosystem, a network
  42. 42. Our process: Strategy, Execution, and Metrics Insights & Strategy Linguistic profiling, experiential mapping, conversation monitoring, strategic approach, content development and community architecture, editorial calendar, legal/governance plan Execution Content acceleration SEO activities Community management Connected Measurement CMD implementation and ongoing reporting feeds and agile, adaptive content and community strategy, and ultimately execution activities for search and socialCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 47
  43. 43. Driving content and engagement programs Synthesis, analysis & Insights Brief SEO data Insights Evaluate Platform performance cycle SEM data Social data Site Analytics Execute Strategy against the adaptation & Optimization development New Product Opportunities Audience segmentation data Deliver Tactical plan Strategic development Optimization Ongoing insights fuel adaptive content strategy & real-time execution, allowing us to capitalize on opportunities as they arise in search, site and socialCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 48
  44. 44. Our Live Media Studio accelerates development The Live Media Studio Editorial Engagement• Emmy award winning Planning Planning • WOMMA trained editors audience managers• Emmy nominated producers Content Development Audience (Bloggers, vloggers, video Management content) Real-time Production COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 49
  45. 45. Activating the strategic process The strategic process is activated on a quarterly basis, informing optimized execution tactics with fresh insights and data An Insights Platform is a set of research and analysis activities, informed by Insights Platform stakeholder interviews and client goals, that are conducted on recurring cycles as part of an adaptive strategy and execution program Each quarter an Optimization Plan is crafted, consisting of a performance Quarterly Strategy report, strategic recommendations or direction, and tactical 90 day execution Development plan and editorial calendar– creating continuity between performance, strategy and execution As part of the Optimization Plan, a tactical calendar is created to guide execution for the next 90 days. Tactics across channels are aligned and 90 day structured to create synergy and Connectedness. Content production and Execution Cycles publication are primary activities, supported by engagement activities, SEO, SEM, Display and other media executions The measurement dashboard provides crucial cross-channel and content Measurement performance data which feeds the Insights Platform, and in turn strategic Dashboard developmentCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 50
  46. 46. We’re facilitating part of the conversation thecontentlab.icrossing.com @TheContentLab Source: Forrester

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