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The Digital Transformation of Yellow Pages Group by YPG CMO, Nicholas Gaudreau

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How does a company with a long-standing “analog” business transform itself into a digital player? Nicolas Gaudreau, Yellow Page Group’s chief marketing officer, provided meshmarketing with the inside story into the strategic and tactics steps and processes that have helped the company’s position itself in the digital world. Nicolas will offer insight for companies evolving their business, highlighting best practices, challenges and what to avoid.

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The Digital Transformation of Yellow Pages Group by YPG CMO, Nicholas Gaudreau

  1. 1. The transformation of Yellow Pages Group By Nicolas Gaudreau. CMO, Yellow Pages Group 1
  2. 2. 2
  3. 3. 3
  4. 4. 4
  5. 5. Newspapers’ Descent Into Hell
  6. 6. “An iPod, a phone, an internet mobile communicator... these are NOT three separate devices! And we are calling it iPhone! Today Apple is going to reinvent the phone. And here it is. - Steve jobs, 2007
  7. 7. Until Recently, the Internet Was an “Activity” by: yiibu.com
  8. 8. Changing Our Lifestyle
  9. 9. Changing the Way your Potential Clients Search for your Products and Services
  10. 10. The Decline of Print Base (Starting at 100) Boom ! 200 150 Real GDP - Canada 100 Print Usage - Reach 50 YP-Print 0 2000 2001 2002 2003 2004 (1) Scotiabank – Global Economic Research (August 2013) 2005 2006 2007 2008 2009 2010 2011 2012 2013 1
  11. 11. The transformation of Yellow Pages Group Print Revenue CAGR: -10% 1,300 380 975 285 650 190 325 Digital Revenue CAGR: 28% 95 0 0 2007 2008 2009 2010 2011 2012 2007 2008 2009 2010 2011 2012
  12. 12. The 7 Components of the Transformation The vision of the digital transformation Digital products Technology and execution Sales strength The brand Digital culture The digital experience
  13. 13. http://essenceoffood.wordpress.com/about/
  14. 14. $10,000,000,000+ 19
  15. 15. 37% Digital 20
  16. 16. change la manière dont vos clients potentiels cherchent les produits et services que vous offrez
  17. 17. SMBs are Looking for a Turnkey Solution 63%
  18. 18. 2 – The Transformation of Products 23
  19. 19. Presence and Content
  20. 20. Search Engines
  21. 21. The Addressable Market Goes from $1.5 to $6 billion $7 $6 Business solutions (social..) $5 Mobile billion $4 Research $3 Websites $2 $1 PYP/ IYP $0 2010 Traditional market PYP/ IYP 2014 Market with the 360 solution 26
  22. 22. The Role of Analytics
  23. 23. 3 – The Transformation of Technologies
  24. 24. 4 – The Transformation of Sales
  25. 25. Google’s First Partner for SMBs in Canada
  26. 26. Transformation of the Acquisition Culture
  27. 27. 5 – The Transformation of Digital Culture
  28. 28. The Transformation of Innovation
  29. 29. inside 350,000 app downloads 175,000 active users (weekly) 150,000 push notifications opt-ins 34
  30. 30. New Talent
  31. 31. Communicating Differently
  32. 32. An Open and Multi-directional Communication Culture Vente tibbr
  33. 33. Digital Governance
  34. 34. 6 – The Transformation of our Consumer Experiences 39
  35. 35. …in 2009
  36. 36. 6 million downloads 35%+ of our digital research 41
  37. 37. Digi Awards Top 25 of all time Editor’s Choice
  38. 38. A World of Partnership
  39. 39. Neighborohood section 7 – Rebranding
  40. 40. Making a 100-year-old Brand Evolve
  41. 41. anthem video
  42. 42. $400 million in Digital Revenues NEW PRODUCTS NEW BRAND NEW EXPERIENCES New advertising campaigns NEW ECO-SYSTEM YP analytics SEO SEM Online placement Mobile advertising Websites Social presence From the phonebook to the digital leader in Canada
  43. 43. A Noble Cause
  44. 44. Mistakes and Difficult Lessons • Act at the first signs • Do not look back, but do not sacrifice everything • Everything will take longer than planned
  45. 45. How to Get Through a Digital Transformation • Establish a clear and unanimous vision within the executive committee. • Quickly identify where competition will come from • Communicate and unite • Dare to doubt yourself frequently • Celebrate all accomplishments by putting them into the context of the goal to achieve • Mass-invest in new digital talent
  46. 46. Thank You!

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