Carlson 2.0 Web Version


Published on

Presentation made at Carlson leadership conference in 2007 introducing several concepts around interactive and how they apply to our business. Lots of videos!

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Carlson 2.0 Web Version

  1. 1. 2:45
  2. 4. information r/evolution 5:28
  3. 7. Web 1.0 vs. Web 2.0 <ul><li>DoubleClick  Google AdSense </li></ul><ul><li>Ofoto  Flickr </li></ul><ul><li>Akamai  BitTorrent </li></ul><ul><li>Napster  Free internet radio ( </li></ul><ul><li>Britannica Online  Wikipedia </li></ul><ul><li>Personal websites  Blogging </li></ul><ul><li>Domain name speculation  Search engine optimization </li></ul><ul><li>Page views  Cost per acquisition </li></ul><ul><li>Publishing  Participation </li></ul><ul><li>Directories (taxonomy)  Tagging / social bookmarking (delicious) </li></ul><ul><li>Stickiness  Syndication </li></ul><ul><li>Forums  Social networking sites </li></ul>
  4. 9. <ul><li>How web 2.0 </li></ul><ul><li>are you? </li></ul>
  5. 12. What is Carlson 2.0? <ul><li>It’s about evolving what we are already known for (i.e. CRM, Loyalty, Rewards, Events) in order to… </li></ul><ul><ul><li>Reach, engage, influence and measure today’s consumer, employee, or channel partner </li></ul></ul><ul><li>It’s about leveraging innovations in thinking, process and technology to get there </li></ul>
  6. 13. The break-up
  7. 14. How is Carlson Marketing leveraging the “new way” into their existing products and services?
  8. 15. Mobile e-Catalogue <ul><li>“ dotmobi” version of Carlson Marketing’s e-catalogue is coming soon </li></ul><ul><li>Enable redemptions on the go </li></ul><ul><ul><li>Account balances </li></ul></ul><ul><ul><li>Text message alerts based on points or merchandise or sales </li></ul></ul><ul><ul><li>Other features: Tickets to mobile / Coupons / Wish list </li></ul></ul><ul><li>NEW Mobile content category: redeem for ringtones & wallpaper + other mobile content </li></ul>
  9. 17. Meetings 2.0 is about leveraging mobile and web 2.0 to create a two-way, interactive experience before , during , and after your meeting, event or experience
  10. 18. Meetings 2.0 <ul><li>Create a social network that will facilitate relevant and valuable interactions that will extend beyond physical meeting days </li></ul>
  11. 19. What social networks to you participate in?
  12. 20. What is social networking?
  13. 22. Carlson 2.0 – Best profile picture
  14. 23. Carlson 2.0 - Best Profile
  15. 24. Now what do we do with it??? (can we resell it as a special item through our rewards catalogue?)
  16. 25. How often do you text?
  17. 26. Canadian Mobile Landscape <ul><li>Carriers now offer 98% coverage </li></ul><ul><li>More than 19 million Canadians are mobile phone customers. </li></ul><ul><li>4.3 Billion text messages were sent in 2006 – nearly three times more than 2005! </li></ul><ul><li>10 billion messages projected in 2007 </li></ul><ul><li>Adoption is as high as 80% in urban markets </li></ul><ul><li>Email is for old people! </li></ul>
  18. 27. <ul><li>1 billion have access to the Internet via their computer </li></ul><ul><li>1.4 billion televisions world wide </li></ul><ul><li>------------------------------------------ </li></ul><ul><li>~3 Billion Mobile Phone Users World Wide! </li></ul>
  19. 28. As important as the web is today, mobile will be more important TOMOROW
  20. 29. Accessorize 58 seconds
  21. 30. Mobility is part of who we are now…
  22. 31. … and we can’t live any other way?
  23. 33. The future of marketing <ul><li>A gradual decline of power among mass media – caused by both fragmentation and by greater audience control (the PVR effect) </li></ul><ul><li>An explosion in one‐to‐one, addressable, real‐time and permission based media – along with a sensational fall in cost </li></ul><ul><li>A great increase in the power of c2c communication </li></ul>
  24. 34. The future of Marketing – 1,000 foot view <ul><li>Location based services (LBS) that leverage GPS location to deliver relevant messaging </li></ul><ul><li>Portability of profiles / online identities </li></ul><ul><li>Migration / integration of the Mobile channel into the marketing mix both as an extension of social media and as a separate enabling device </li></ul>
  25. 35. Audience Polling time….
  26. 36. When did the term “web 2.0” first get coined? <ul><li>1997 </li></ul><ul><li>2004 </li></ul><ul><li>2006 </li></ul>Text a, b, or c to “22422”
  27. 37. The future… 5:14