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Sick Puppy Edited Final


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Some key trends and case studies of what online activities are working for marketers and some specific methods and best practice techniques in Search Engine Marketing. Learn how to avoid making costly mistakes through competitive intelligence and how the measurable side of online marketing and web analysis can provide invaluable insights to help with both offline and online marketing strategies. Included in this session will be a look at how to measure your brand value, protecting your brand online and what techniques and practices are working in Search Marketing and how to maximise return on investment in this rapidly growing and most effective marketing channel.

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Sick Puppy Edited Final

  1. 1. Sick Puppy to Top Dog: The Deloitte Story<br />David Redhill: Partner & CMO, Deloitte<br />
  2. 2. Know your enemy<br />
  3. 3. Who are we?<br />Global 165,000 people, $27billion revenue 500 Australian grads; no redundancies or reduced hours In South Australia:5 years’ double digit growth (15% FY09)#1 auditors of ASX-listed entities1 in 5 brand awareness 23% of partners are femaleIn FY09 we grew our marketing team… <br />
  4. 4. So what do we do?<br /><ul><li>Audit, tax, consulting, FAS
  5. 5. Data analytics, digital consulting, forensics, human capital
  6. 6. Priorities: cultural diversity, innovation, talent and women</li></ul>…in other words, not your average accountancy firm<br />
  7. 7. «<br />
  8. 8. Six CEOs in a decade.Haemorrhaging clients, money and people.…what reputation? <br />
  9. 9. BRW magazine 2004<br />
  10. 10.
  11. 11. »<br />
  12. 12. CFOMagazine 2006<br />
  13. 13. AFR July 2008<br />
  14. 14. CFO Feb 2009<br />
  15. 15. 13<br />
  16. 16. Plus…<br /><ul><li> 2009 Accountancy Firm of the Year, CFO Awards
  17. 17. 11th on BRW Top 50 Best Places to Work
  18. 18. 2009 Australian Business Award, Marketing Excellence</li></li></ul><li>
  19. 19.
  20. 20. Brand Momentum<br />“A sense that the brand is of its time and growing in popularity”<br />© Principals, 2009<br />
  21. 21. What’s the story <br />behind the story?<br />
  22. 22. Culture InnovationTechnologyBrand<br />
  23. 23. Preparedness, not prediction<br />
  24. 24.
  25. 25. Granularity<br />Good data, good reporting and good discipline is giving us a high definition view of our business and the market…along with flexibility, speed and agility.<br />
  26. 26. Sales enablement<br />
  27. 27. Intensive campaigns<br /><ul><li> Smallsales teams operating in 12 week cycles
  28. 28. Focused on a specific offering
  29. 29. Targets a tightly defined segment
  30. 30. Helps develop competitive advantage through:
  31. 31. Reduced cost of sale
  32. 32. Building sales skills
  33. 33. Accelerated market insight</li></li></ul><li> Cycle overview<br />100%<br />0%<br />Tax in the Public Sector<br />Adelaide TKUT 3<br />Brisbane TKUT 3<br />West. Sydney TKUT 3<br />Working Capital Management<br />Melbourne TOFA<br />National Increasing Stakeholder Value<br />MIS-MIVT<br />BAS MIVT<br />Treasury Forecasting Tool<br />West. Sydney MIVT<br />MIVT In Focus<br />Recovery Services - Large Clients<br />Debt & Asset Financing<br />Accelerating Growth<br />CFO Services Toolkit for Volatile times<br />National Tax TKUT<br />Brisbane MIVT<br />Melbourne TKUT<br />Middle Market DTECT<br />Awareness<br />NGER Reporting Readiness<br />Perth TKUT<br />Forensic & In house Counsel<br />Integrated Debt Financing<br />Melbourne Transfer Pricing<br />Utilisation of Excess Staff Capacity<br />Climate Change Taxation<br />Life Sciences Industry Group<br />E-Discovery<br />Sydney Transfer Pricing<br />TMT<br />Data Driven Forecasting<br />Sydney TOFA<br />Cost recovery Telecommunications charges<br />Leveraging Value from Your Online Channel<br />Canberra DAAS 2009<br />Warranty and Extended Warranty<br />0% 100%<br />Interest<br />
  34. 34. Intensive Campaigns <br />
  35. 35. Innovation & social media<br />
  36. 36. Innovation Zone<br />
  37. 37. Innovation Academy<br />
  38. 38. Innovation @ Deloitte:<br /><ul><li>Formalised process
  39. 39. No longer a right – a responsibility
  40. 40. Client innovation weeks
  41. 41. Aim: 30% revenue from new products
  42. 42. Lots of good ideas… and lots of dumb ones</li></li></ul><li>Culture of participation<br />
  43. 43. The dumbest things we do @ Deloitte<br />
  44. 44. The dumbest things we do @ Deloitte<br />
  45. 45. Dumbest Things generated:<br /><ul><li> 390 blogs and 41,000 hits to the site
  46. 46. Tangible improvements to our business
  47. 47. A sense of involvement and impact</li></li></ul><li>Why use social media?<br />Gather feedback quickly<br />Collaborate with large numbers<br />Build stakeholder connections<br />Connect with undiscovered communities<br />Harness collective wisdom<br />
  48. 48. 36<br />
  49. 49. Category of One<br />
  50. 50. 38<br />
  51. 51. 39<br />
  52. 52. 2008<br />Where we’ve been…<br />2003<br />2004<br />2005<br />2006<br />
  53. 53.
  54. 54.
  55. 55. Always OneStep Ahead<br />
  56. 56. 44<br />
  57. 57. 45<br />
  58. 58. 46<br />
  59. 59. 97.4%<br />
  60. 60. 48<br />
  61. 61. 49<br />
  62. 62.
  63. 63.
  64. 64.
  65. 65. You’re the Creative Director<br />
  66. 66. Shaping the brand <br />1,184 original concepts<br />3000 hits per week on videos<br />3,300 headlines posted on Yammer<br />1000+ new members join, 38 groups form <br />4400 creative directors vote… <br />
  67. 67.
  68. 68.
  69. 69. It’s working<br />“…David, thought you might like this – crossing the street with friends last week in Perth, one of them said to me ‘Hey, that reminds me of Deloitte’ – he was referring to the green light on the traffic light. I just had a chuckle to myself…<br />Best regards, <br />Erin Murphy<br />Analyst, Launceston<br />
  70. 70. Black Swans incoming…<br />
  71. 71.
  72. 72.
  73. 73.
  74. 74.
  75. 75. General information only<br />This presentation is provided as general information only and does not consider your specific objectives, situation or needs. You should not rely on the information in this presentation or disclose it or refer to it in any document. We accept no duty of care or liability to you or anyone else regarding this presentation and we are not responsible to you or anyone else for any loss suffered in connection with the use of this presentation or any of its content.<br />About Deloitte<br />Deloitte provides audit, tax, consulting, and financial advisory services to public and private clients spanning multiple industries. With a globally connected network of member firms in 140 countries, Deloitte brings world class capabilities and deep local expertise to help clients succeed wherever they operate. Deloitte&apos;s 150,000 professionals are committed to becoming the standard of excellence. <br />Deloitte&apos;s professionals are unified by a collaborative culture that fosters integrity, outstanding value to markets and clients, commitment to each other, and strength from diversity. They enjoy an environment of continuous learning, challenging experiences, and enriching career opportunities. Deloitte&apos;s professionals are dedicated to strengthening corporate responsibility, building public trust, and making a positive impact in their communities. <br />Deloitte refers to one or more of Deloitte Touche Tohmatsu, a Swiss Verein, and its network of member firms, each of which is a legally separate and independent entity. Please see for a detailed description of the legal structure of Deloitte Touche Tohmatsu and its member firms. <br />About Deloitte Australia<br />In Australia, Deloitte has 12 offices and over 4,500 people and provides audit, tax, consulting, and financial advisory services to public and private clients across the country. Known as an employer of choice for innovative human resources programs, we are committed to helping our clients and our people excel. Deloitte&apos;s professionals are dedicated to strengthening corporate responsibility, building public trust, and making a positive impact in their communities. For more information, please visit Deloitte’s web site at<br />Confidential This document and the information contained in it is confidential and should not be used or disclosed in any way without our prior consent.<br />Liability limited by a scheme approved under Professional Standards Legislation.<br />© 2009 Deloitte Touche Tohmatsu. All rights reserved.<br /> © 2009 Deloitte Touche Tohmatsu<br />Sick Puppy to Top Dog: The Deloitte Story<br />
  76. 76. Sick puppy to top dog: The Deloitte story<br /> Companies often pay lip service to people as their &apos;greatest asset&apos;, but most fail to integrate their marketing and people strategies to enable staff to contribute to growth. Deloitte Australia, recently rated one of Australia&apos;s Best Companies to Work For, consistently puts its people at the centre of product, sales and brand campaigns, and equips them to build Deloitte&apos;s brand. The effect has been to orchestrate one of the country&apos;s most remarkable turnaround stories.<br />64<br /> © 2009 Deloitte Touche Tohmatsu<br />Sick Puppy to Top Dog: The Deloitte Story<br />