The document provides an executive summary and agenda for a presentation on driving customer intelligence through social CRM. The executive summary outlines how Disney can enhance its existing CRM with social media data to improve business models like web property ad revenues and new revenue sharing partnerships. The agenda covers topics like the proposed social CRM platform, marketing analysis, business models, and Q&A.
Analysis on the HBR case on Disney Consumer Products. This presentation was created as a part of an internship under Professor Sameer Mathur, IIM Luchnow.
This is MBA project submitted for Strategic Diversification of Walt Disney. States the steps taken by Disney to diversify from just cartoons to more of established entertainment company.
This is a presentation that talks about the main topis of the Disney Company. You can find information about Walter Disney, History of Disney, Movies and Disney Parks.
Analysis on the HBR case on Disney Consumer Products. This presentation was created as a part of an internship under Professor Sameer Mathur, IIM Luchnow.
This is MBA project submitted for Strategic Diversification of Walt Disney. States the steps taken by Disney to diversify from just cartoons to more of established entertainment company.
This is a presentation that talks about the main topis of the Disney Company. You can find information about Walter Disney, History of Disney, Movies and Disney Parks.
Netflix Infographic and Report (NETS2003/NETS5006) Karen Wong
The following infographic and report was created for a group assignment.
All media cited remains property of and copyright to the respective rights holders.
This work is licensed under Creative Commons Attribution
CC BY-NC. For more information, go to https://creativecommons.org/licenses/by-nc/4.0/
Presentation on Marketing Plan of Spotify extending it's services to India created by Abhinav.U, IIT Madras, during a Marketing Internship by Sameer Mathur
- Analysis based on research around the entertainment industry, where the strategic challenges of Walt Disney Company are addressed.
- Development of strategic plan for Walt Disney
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CRM and Marketing Internship Experience at The Walt Disney CompanyLola Lin
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Affection Management is a mindset that helps cultural institutions build strong relationships with the different audiences and play a relevant role in their communities.
Powered by culture, innovation and connections.
Netflix Infographic and Report (NETS2003/NETS5006) Karen Wong
The following infographic and report was created for a group assignment.
All media cited remains property of and copyright to the respective rights holders.
This work is licensed under Creative Commons Attribution
CC BY-NC. For more information, go to https://creativecommons.org/licenses/by-nc/4.0/
Presentation on Marketing Plan of Spotify extending it's services to India created by Abhinav.U, IIT Madras, during a Marketing Internship by Sameer Mathur
- Analysis based on research around the entertainment industry, where the strategic challenges of Walt Disney Company are addressed.
- Development of strategic plan for Walt Disney
Product placements [In-Film Branding] and advertising in moviesKartik Mehta
The benefits of product placement can go well beyond on-screen exposure. You can promote the association with a film by generating internal and external promotional campaigns keyed to that movie. In-film branding inside commercial films is a highly cost-effective way to gain huge exposure and visibility at a fraction of the traditional advertising costs
Warner Bros. Discovery Microeconomics PresentationMarcusDavisJr1
For this presentation we looked at Warner Bros. and the changes to the business over the years. We compiled research from all economic aspects of the firm. We've included; history, competition, market share and trends, technology, revenue streams, expectations, and consumer information. The presentation is very colorful and fun. It is meant as a purely informational piece that captures the business as it is today. Thank you for viewing, and please enjoy!
CRM and Marketing Internship Experience at The Walt Disney CompanyLola Lin
I completed 12-month internship (June, 2013 to May, 2014) with Disney Destinations Marketing in Orlando, FL. Portfolio showcases the work I did, such as eNewsletters, Holiday eCard, and Walt Disney World Magazines. Enjoy!
Affection Management is a mindset that helps cultural institutions build strong relationships with the different audiences and play a relevant role in their communities.
Powered by culture, innovation and connections.
Charlotte Sale on her experiences on 'Britain's Next Big Thing', from the Hid...Hidden Art
Charlotte Sale on her experiences taking part in the TV programme 'Britain's Next Big Thing' and selling her products to Liberty, taken from the Hidden Art Forum 2011: Making Sales
The is presentation was delivered at the Online Community Engagement conference in Sydney on 1 Nov 2012. I picked the dense topic of data, analytics and reporting and how it is critical in the social business journey. How it should/can be used to build compelling business cases.
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Leadership and businesses are always looking for new ways to understand and respond to customer needs. Social media analytics
gives us a snapshot of these needs from insights gained from online conversations. It has the capacity to capture customer
information with remarkable power to impact and drive revenue. Social Media Analytics uses social listening and predictive
analytic techniques that help corporations manage the brand and reputation products and services. Despite the benefits, it can
be a challenge defining an effective social media strategy.
Learning Objective: This workshop will explore effective tools, for building, interpreting and using metrics to understand and
respond to the needs of your customers.
Outcomes- At the end of this workshop, participants will be able to:
a. Explore how social media helps corporation predict trends
b. Examine how information and data is analyzed
c. Identify which types of industries can benefit from social media analytics
d. List steps for choosing and implementing a social media strategy
e. Explore how this tool can help seasoned and emerging leaders looking to increase value
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Here's my presentation to a conference that happened in Mexico City this week. I don't have the url of the conference but I was asked to pre-record it (which is up on my blog and in YouTube). Here's the deck by itself.
7 dee finding the right methodologies marshall sponder - 9-12-12 - submittedMarshall Sponder
Marshall Sponder is a Web analytics and SEO/SEM specialist with expertise in market research, social media, networking, and public relations. As both an in-house team leader and consultant, he has used sophisticated analysis to optimize the social media marketing efforts of companies and brands including IBM, Monster, Porter Novelli, WCG, Gillette, Pfizer, Warner Brothers, Laughing Cow, The New York Times, and Havana Central. Sponder is a board member emeritus at the Web Analytics Association, a member of the Search Engine Marketing Professionals Organization (SEMPO), and a member of the Certified Institute of Public Relations Social Media Measurement Study Group (CIPR).
Brief overview of how social media helps with various business functions like business content creation, customer service, CRM, decision making, community listening, content monitoring.
Learn best practices for developing integrated multichannel marketing campaigns using social media, email, creative design and direct mail. Integrating these channels into the marketing mix will produce meaningful results that will keep your customers coming back for more.
My opinion of what digital strategy entails, our responsibilities beyond the work and within the agency, and the skills we must equip ourselves with.
A Solid Digital Strategist; A rare breed, so just grow your own.
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This workshop was created in the early days of social media to provide an overview of key players, but it's lessons are still relevant to developing a marketing strategy today.
For more information, contact info@hawkpartners.com
Predicting Customer Behavior - An Introduction to iSkyiSky
iSky helps companies and brand owners predict customer behavior.
Our industry experts and research specialists design fully-integrated customer engagement programs to capture the motives behind customer behavior, and analyze the financial implications of this behavior on brand health and enterprise profitability. Our solutions are designed to support customer acquisition and retention initiatives and impact brand strategy.
Here is a simple template for developing a social media action plan -- from tying to broad business goals and designing a listening program to picking to tools to meet your goals and measuring results.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
GraphSummit Singapore | The Art of the Possible with Graph - Q2 2024Neo4j
Neha Bajwa, Vice President of Product Marketing, Neo4j
Join us as we explore breakthrough innovations enabled by interconnected data and AI. Discover firsthand how organizations use relationships in data to uncover contextual insights and solve our most pressing challenges – from optimizing supply chains, detecting fraud, and improving customer experiences to accelerating drug discoveries.
zkStudyClub - Reef: Fast Succinct Non-Interactive Zero-Knowledge Regex ProofsAlex Pruden
This paper presents Reef, a system for generating publicly verifiable succinct non-interactive zero-knowledge proofs that a committed document matches or does not match a regular expression. We describe applications such as proving the strength of passwords, the provenance of email despite redactions, the validity of oblivious DNS queries, and the existence of mutations in DNA. Reef supports the Perl Compatible Regular Expression syntax, including wildcards, alternation, ranges, capture groups, Kleene star, negations, and lookarounds. Reef introduces a new type of automata, Skipping Alternating Finite Automata (SAFA), that skips irrelevant parts of a document when producing proofs without undermining soundness, and instantiates SAFA with a lookup argument. Our experimental evaluation confirms that Reef can generate proofs for documents with 32M characters; the proofs are small and cheap to verify (under a second).
Paper: https://eprint.iacr.org/2023/1886
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
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Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...SOFTTECHHUB
The choice of an operating system plays a pivotal role in shaping our computing experience. For decades, Microsoft's Windows has dominated the market, offering a familiar and widely adopted platform for personal and professional use. However, as technological advancements continue to push the boundaries of innovation, alternative operating systems have emerged, challenging the status quo and offering users a fresh perspective on computing.
One such alternative that has garnered significant attention and acclaim is Nitrux Linux 3.5.0, a sleek, powerful, and user-friendly Linux distribution that promises to redefine the way we interact with our devices. With its focus on performance, security, and customization, Nitrux Linux presents a compelling case for those seeking to break free from the constraints of proprietary software and embrace the freedom and flexibility of open-source computing.
Goodbye Windows 11: Make Way for Nitrux Linux 3.5.0!SOFTTECHHUB
As the digital landscape continually evolves, operating systems play a critical role in shaping user experiences and productivity. The launch of Nitrux Linux 3.5.0 marks a significant milestone, offering a robust alternative to traditional systems such as Windows 11. This article delves into the essence of Nitrux Linux 3.5.0, exploring its unique features, advantages, and how it stands as a compelling choice for both casual users and tech enthusiasts.
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Leonard Jayamohan, Partner & Generative AI Lead, Deloitte
This keynote will reveal how Deloitte leverages Neo4j’s graph power for groundbreaking digital twin solutions, achieving a staggering 100x performance boost. Discover the essential role knowledge graphs play in successful generative AI implementations. Plus, get an exclusive look at an innovative Neo4j + Generative AI solution Deloitte is developing in-house.
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdfPaige Cruz
Monitoring and observability aren’t traditionally found in software curriculums and many of us cobble this knowledge together from whatever vendor or ecosystem we were first introduced to and whatever is a part of your current company’s observability stack.
While the dev and ops silo continues to crumble….many organizations still relegate monitoring & observability as the purview of ops, infra and SRE teams. This is a mistake - achieving a highly observable system requires collaboration up and down the stack.
I, a former op, would like to extend an invitation to all application developers to join the observability party will share these foundational concepts to build on:
In his public lecture, Christian Timmerer provides insights into the fascinating history of video streaming, starting from its humble beginnings before YouTube to the groundbreaking technologies that now dominate platforms like Netflix and ORF ON. Timmerer also presents provocative contributions of his own that have significantly influenced the industry. He concludes by looking at future challenges and invites the audience to join in a discussion.
Generative AI Deep Dive: Advancing from Proof of Concept to ProductionAggregage
Join Maher Hanafi, VP of Engineering at Betterworks, in this new session where he'll share a practical framework to transform Gen AI prototypes into impactful products! He'll delve into the complexities of data collection and management, model selection and optimization, and ensuring security, scalability, and responsible use.
Sudheer Mechineni, Head of Application Frameworks, Standard Chartered Bank
Discover how Standard Chartered Bank harnessed the power of Neo4j to transform complex data access challenges into a dynamic, scalable graph database solution. This keynote will cover their journey from initial adoption to deploying a fully automated, enterprise-grade causal cluster, highlighting key strategies for modelling organisational changes and ensuring robust disaster recovery. Learn how these innovations have not only enhanced Standard Chartered Bank’s data infrastructure but also positioned them as pioneers in the banking sector’s adoption of graph technology.
In the rapidly evolving landscape of technologies, XML continues to play a vital role in structuring, storing, and transporting data across diverse systems. The recent advancements in artificial intelligence (AI) present new methodologies for enhancing XML development workflows, introducing efficiency, automation, and intelligent capabilities. This presentation will outline the scope and perspective of utilizing AI in XML development. The potential benefits and the possible pitfalls will be highlighted, providing a balanced view of the subject.
We will explore the capabilities of AI in understanding XML markup languages and autonomously creating structured XML content. Additionally, we will examine the capacity of AI to enrich plain text with appropriate XML markup. Practical examples and methodological guidelines will be provided to elucidate how AI can be effectively prompted to interpret and generate accurate XML markup.
Further emphasis will be placed on the role of AI in developing XSLT, or schemas such as XSD and Schematron. We will address the techniques and strategies adopted to create prompts for generating code, explaining code, or refactoring the code, and the results achieved.
The discussion will extend to how AI can be used to transform XML content. In particular, the focus will be on the use of AI XPath extension functions in XSLT, Schematron, Schematron Quick Fixes, or for XML content refactoring.
The presentation aims to deliver a comprehensive overview of AI usage in XML development, providing attendees with the necessary knowledge to make informed decisions. Whether you’re at the early stages of adopting AI or considering integrating it in advanced XML development, this presentation will cover all levels of expertise.
By highlighting the potential advantages and challenges of integrating AI with XML development tools and languages, the presentation seeks to inspire thoughtful conversation around the future of XML development. We’ll not only delve into the technical aspects of AI-powered XML development but also discuss practical implications and possible future directions.
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Maruthi Prithivirajan, Head of ASEAN & IN Solution Architecture, Neo4j
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2. Agenda
• Executive Summary
• Social CRM Platform
• Marketing Analysis
• Business Models
• Q&A
2
3. Executive Summary
Driving tangible marketing results by better harnessing the power of Social Media is
one of the key capabilities organizations like Disney need to develop to stay ahead in
the marketplace by:
• Enhancing Disney’s existing CRM with the right Social Media data
• Using this Social CRM Solution to:
o Enhance the effectiveness of an existing business model (web property ad
revenues)
o Setup and execute a new revenue sharing business model with key strategic
partners
3
5. Solution & Concept Overview
Conceptually the proposed solution combines customer insights
gained from social media monitoring with internal customer
databases across all Disney business units to create a holistic
view of the customer and help generate more actionable insights
that drive business value.
This implies
– Listening to social media conversations (in real-time or mine)
– Extracting relevant content for analyzing
– Integrating social data with traditional CRM data
– Integrating multiple social data sources
5
6. The Listening Platform Process
Companies that use social data to only gauge consumer
reception to a new product launch or sentiment around a
new marketing campaign are failing to take full advantage
--- Gleansight
6
7. Value Proposition – Benefits to Functional Groups
• Improved Performance
CUSTOMER SERVICE – Faster resolution of customer problems
– Customer Support Cost Reduction
• Better Market Insights
MARKETING – Segmentation & Targeting, Improved Ad ROI
PRODUCT • Increased Success of New Products
MANAGEMENT – Quickly & Cheaply Validate New Products & Services
MARKET RESEARCH • Reduce Costs
– Cheaply, Quickly and Accurately Complete Researches
• Risk Management
PR – Customer Protect brand reputation in real-time
7
8. Value Drivers
1: Technology Sample Metrics
Business Process Measurement
Vendor Selection Sales Funnel Method (For Marketing or Sales
Data Capturing Goals)
Brand Pyramid – For Brand Building Goals)
Analyzing and Distilling Information
Customer Service Cost Reduction
Corporate Reputation
Exposure and Engagement
Share of Positive Discussion
2: Strategy Comments/posts ratio
Number of Mentions on Social media
Generating Insights RTs per 1,000 followers
Distributing Findings to the Right People
4: Results
3: Action
Measuring Results
Taking Necessary Action
8
9. Technology Landscape
Aggregator 1
Aggregator 2
Aggregator 3
Diverse Social Media Sites Diverse Aggregators Should you sign-on?
Not all Listeners are created equal
Different Content No Aggregator captures Some are basic Which Listener?
(text, photo, video, etc) everything from every What Model
Use keyword search (brand
Different demographics social media site Internal Business
name, product, service, comp
Different use scenarios etitor, etc)
Strategy?
Others are more advanced –
Use computational linguistic
algorithms to break a post
down into
paragraph, sentence, gramma
9 r, tone
10. Planning a Social CRM Strategy
• Craft an Objective for deploying Social CRM
Objective • Must be measurable and aligned with specific business strategy
• Avoid building a social CRM strategy based on listening tool capability
• Determine relevant data sets
Data Sets
• Determine the source of data & how to harness it
• Select the best fitting tool(s)
Tools/Platforms based on objective and
required data sets
10
11. Important Considerations
• Consumer Privacy Regulation
Regulatory
• Disparate Legal Jurisdictions
Environment
• Do you have the right in-house expertise to generate
Technology/Expertise actionable insights from Social CRM?
• In-house support or outsourced?
• How willing are your
Customer Participation customers to share their
social media ID with you?
11
12. Solution Overview
DISNEY Open ID
Aggregator
Traditional CRM Web Properties External segmentation
Name Database (Prizm Claritas)
Address Login ID
Phone Other Info • Facebook Connect
Email * • Google
Last Purchase * • Yahoo Open Platform
Last Touch Point
*
*
Social Data
LISTENING TOOL
Facebook
Social ID
Social Network
Comments Twitter
“Likes”
Klout Score
etc Tumblr
MySpace
12
13. The “Enhanced” Customer View
Disney Identification Unique ID
Other Social
Social Media ID Facebook Twitter Youtube
Media
Influencer Status, Network Comments,
Friends, Pos Networks, C Videos Videos
Posts, Linke Followers
Sentiments, Klout Score ts, Likes omments Watched Posted
d URLs
Mr Bob Jones
Linkedin Recent Blog Posts Disney Claritas
Disney ID Facebook ID Twitter
Network Comments “My Visit to Segmentation Segmentation
123444 BobJones @BobRocks
Amazon “ESPN Rocks” Disney Parks” Male 35-45 Winners Circle
13
15. The Walt Disney Company
Operations % of total
Media networks US & Canada
Parks & resorts Europe
Studio Asia/Pacific
entertainment
Consumer
products
Media networks Consumer products Parks and resorts
A&E Television Networks (42%) Disney Publishing Worldwide Adventures by Disney
ABC Family Channel Disney Stores (retail outlets) Disney Cruise Line
ABC Television Network Euro Disney (40%)
Disney Channel Disney Village
ESPN (80%) Disneyland Paris
JETIX Europe The Walt Disney Studios Park
SOAPnet Disneyland Resort
Television broadcast stations Hong Kong Disneyland (47%)
Toon Disney Tokyo Disney Resort
Walt Disney Imagineering
Studio entertainment Walt Disney World Resort
Dimension
Disney Music Group Interactive media
Disney Theatrical Group Disney Interactive Studios
Marvel Entertainment Club Penguin (Kids social networking)
Pixar Disney Online
Touchstone Pictures
Walt Disney Pictures
15
16. Social Media Context
700+ Billion minutes spent every month.
900+ Million objects people interact with
250+ Million people engage with Facebook on external sites.
200+ Million access via a mobile device.
Average user generates 90 pieces of content every month.
100 Million+ members. 17.8 Million in groups.
1.2 million comments and posts.
1 million companies have a company page.
1 Million new members every week.
2 billion videos viewed every day.
24 hrs of video uploaded every min.
Video is uploaded in 60 days > all 3 major US networks in 60 years.
46 years of videos watched a day, on Facebook via YouTube.
200+ Million users. 40+ Billion tweets. 140 Million tweets a day.
300,000+ apps.
1,000+% growth. 500,000 accounts added, daily.
16
19. Competitors’ Social CRM Efforts
Social TV
GetGlue
Focus shifted from DVD to Social
Uses monitoring and engagement tools
Social TV
Adaptly
Sold MySpace
Social Networking games
True Car
19
20. End Customers
Park Visitors
Disney site visitors
Television audience Disney merchandise customers Movie audiences
20
21. Segmenting the Social CRM customer
PRIZM Claritas Segmentation (from Nielsen)
• Provides consumer lifestyle segmentation
• Examples: Young Digerati, Kids & Kul-De-Sacs etc.
Provides deeper insights into customer preferences that:
• Inform Disney marketing messages & tactics
Total Target Market • Enable attracting the right advertisers & strategic partners
25,201,384
households
Total Segments:
15
The idea is to mesh the existing Disney
segmentation w/ PRIZM Claritas , layer on the
sentiment & social data and get a clear
understanding of the segments representative of
the end customer & their households
21
23. Model 1: Micro-Targeted Ads
Vision:
Micro target every customer that visits Disney web properties to
increase the effectiveness of ad impressions by taking into
consideration the new segmentation and their sentiment towards the
content
Business Objective:
Increase Conversion revenues on a yearly basis up to $4.4 million,
assuming our targeting improves conversions by 50%
23
25. Model 1: Micro-Targeted Ads
Revenue Model Assumptions:
• April is a representative month for year-long web property activity
• US Households across the nation: +120M
• Conversion Rates:
• Disney ads: 0.46%
• Partner ads: 0.04%
• ECPM:
• Disney: $11.90
• Partner: $11.83
For each 1% of additional accuracy provided by Social CRM, we
estimate net revenues to rise by $88,698
A 50% increase would mean an increase of over ~$4.4M/year
25
26. Model 1: Micro-Targeted Ads
Cost Model Assumptions:
Capital Expenses:
Breakeven Analysis:
Item
Custom development by Vendor
Custom development by Disney
In order to determine if this
Segmentation model updates
business model will be able to
Pricing model to ad partners updates justify 100% of the Social CRM
investment on its own, additional
lift forecasting and extensive
Yearly Fixed Expenses:
costing analysis must ensue.
Item
Licensing Fees from vendor
Support from Vendor
Support from Disney
26
27. Business Model #2 Vision
Harvest partner data to enhance Social CRM
Vision:
Business Model 2 proposes to harvest customer insights gained by
partners. Vision of this idea is to create alliances with partners to
collect data that will complement Disney data to target customers
effectively. Also, it helps Disney to create a more holistic view of
customer that will help various functional groups.
27
28. Model 2: Strategic Partner Network
Setup
American
Airlines CRM
Orbitz CRM
Micro-Targeted Social
Facebook
CRM Mart Connect-based
OR custom
linking
Partner ID Fandango
CRM
Clearinghouse
28
29. Model 2: Strategic Partner Network
Scenario 1: Disney Direct Marketing Campaign
Facebook
Connect-based
OR custom
linking
Partner ID American
Micro-Targeted Social
Airlines CRM
CRM Mart Clearinghouse
29
30. Model 2: Strategic Partner Network
Scenario 2: Partner Direct Marketing Campaign
Facebook
Connect-based
OR custom
linking
Micro-
Fandango CRM Partner ID Targeted
Clearinghouse Social CRM
Mart
30
31. Business model #2: Strategic Partner Network
High-level pricing model
• Revenue sharing percentages are specific to each contract
• Negotiation criteria for revenue sharing:
o Relevance of partner data to Disney business and vice versa
o Forecasted lift on white space coverage due to partner data and vice versa
o Additional intangible benefits derived from data and vice versa
• Tiered pricing model
o Revenue sharing percentage increase with increase in volume
Considerations:
Strategic fit to make sure that complements Disney Data
31
32. Business model #2: Partner Network of
“Foodie” badges when they check in to Zagat rated restaurants.
Special badges and features for the Winter Olympics.
BART ran a promotion to give $25 promotional tickets
Follow celebrities, endorsed venues and recommendations.
Harvard Town and campus hot spots
32
33. Case Study:
Key Learnings:
Not enough attention to details
Incomplete harness of social CRM
Gaps to abuse the business model
Starbucks and Foursquare Partnership:
• Oversaturation: offers specific to stores
• Difficult redemption: Timing. Not immediate use. Need to become a mayor
• No behavioral targeting: Isn’t targeted based on users’ data.
• No geo-targeting: Same offer irrespective of your home town
• Employee competition: Employees check-in the most for deal
33
34. Risk Analysis
Overall Risks
• Nascent Technology
• Privacy Concerns
• Justifying investment into the platform
Business Model # 1 – Risks
• Leadership buy-in
• Lack of in-house Social CRM experience
• Segmentation Accuracy
Business Model # 2 – Risks
• Brand Reputation
• Partner Fraud
• Complex Implementation
34
47. Consumer Persona - Young Digerati (Urban)
Name: Carol & James
Age: 25-44 w/ children
Income: $85,599 (Wealthy)
Media: Use: Internet user, computer, tablet & smart phone
Watch: late night & Disney channel
Read: Parenting blogs, Economist, sports news on ESPN.com
Connects: via Facebook, Pintrest, Myfamily and LinkedIn
Education: Graduate Plus
Ethnicity: White, Asian, Hispanic, Mix
Other: Plan vacations on expedia.com
Go Waterskiing
Carol shops Disney princess dresses online
Drive Audi A3
Seek richer videos online & ease of purchase given their busy
lives
47
48. Consumer Persona - Kids & Cul-de-sacs (Suburban)
Name: Janine & Henry
Age: 25 – 44 w/ children
Income: $71,926 (Upper mid)
Media: Use: Internet user, computer & smart phone
Watch: late night & Disney channel
Read: Cooking blogs, WSJ, watch sports on ESPN.com
Connect: via Facebook, Blackplanet, LinkedIn, Instagram
Education: College Graduate
Ethnicity: White, Black, Asian & Hispanic
Other: Shop at Disney store
Buy educational toys
Drive VW Routan
Homeowners
Very active and social on weekends
Henry plays fantasy basketball on ESPN.com
Janine looks for budget vacation advice online
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49. Consumer Persona – Upward Bound (Second City)
Name: Stephanie & Andy
Age: 35 – 54 w/ children
Income: $83,651 (Upscale)
Media: Use: Internet user, computer, tablet & smart phone
Watch: the N
Read: PC gamer
Connect: via Facebook, Pintrest, Google+, Fantage
Education: College Graduate
Ethnicity: White, Asian, Hispanic, Mix
Other: Homeowners
Buy toys on internet
Order from target.com
Drive Toyota Sequoia
Heavy purchasers of computers, games, action figures, board
games, dolls
Tend to be kid-obsessed
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50. Consumer Persona – Country Squires (Town & Country)
Name: Claire & Steve
Age: 35-54 w/ children
Income: $101,507 (Upscale)
Media: Use: Internet user, computer & smart phone
Watch: pay-per-view movies
Read: Family fun
Connect: via Facebook,LinkedIn, Instagram
Education: Graduate Plus
Ethnicity: White, Asian & Mix
Other: Enjoy skiing, boating, golfing
Order from amazon.com
Drive GMC Yukon Denali
Homeowners
Very active
Steve follows golf leader boards on ESPN.com
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51. Targeting
Social CRM can enable Disney to identify the specific customer and layer on the
social insights to develop a rich persona.
Target to provide rich visual experiences to these customers, content they like
and identify the family unit
Targeted sales, support, content
http://www.socialmediaexaminer.com/what-is-social-crm/
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52. Visually Focused Sites Find Their Place
Curation and imagery are key to the current state of social
media. Many users want to express themselves by cultivating
an online space that represents them visually.
Brands, too, are interested in opportunities to develop their
story in a visually engaging manner. The services that help
consumers express themselves can do the same for brands.
Facebook is helping by integrating with apps and third-party
social sites. In January 2012, Facebook announced
integrations with companies such as
Pinterest, Fab.com, LivingSocial and Goodreads.
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53. Business model #1: Hyper-Targeted Ads
A/B testing approach (before rolling out for all campaigns)
1. Choose a representative yet relatively small channel and
segment set. Example: ABC Family in one midwest city like
Cleveland.
2. Divide set into:
• A: Control group
• B: New segmentation algorithm #1 applied
• C: New segmentation algorithm #2 applied
3. Measure conversions for each set, isolate best response
4. Iterate steps 2-3 until all algorithms have been exhausted.
5. Rollout to all channels and geographies
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Editor's Notes
Driving tangible marketing results by better harnessing the power of Social Media is one of the key capabilities organizations like Disney need to develop to stay ahead in the marketplace. Our team has been tasked to develop a strategy for Disney to accomplish this and therefore in this presentation we aim to explain our recommendations, which can be summarized in these 3 major areas:How to enhance Disney’s existing CRM ecosystem with the right Social Media data and related capabilitiesEffects of enhancing the effectiveness of an existing business model (web property ad revenues) using this enhanced Social CRMHow to setup and execute a new revenue sharing business model with key strategic partners made possible by this enhanced Social CRM
It is common to need two or more tools - for example, a web analytics package and a social content analysis platform - in order to fully meet data requirements.Social Intelligence means Systematically analyzing the endless flow of unstructured data to generate actionable insights –Ensuring that the insights reach the right decision makers wherever they may reside within the companyTracking and measuring results to drive continuous performance improvementGleansight
It is common to need two or more tools - for example, a web analytics package and a social content analysis platform - in order to fully meet data requirements.Social Intelligence means Systematically analyzing the endless flow of unstructured data to generate actionable insights –Ensuring that the insights reach the right decision makers wherever they may reside within the companyTracking and measuring results to drive continuous performance improvementGleansight
Consumer products Disney Publishing Worldwide Disney Stores (retail outlets)Interactive media Disney Interactive Studios (video games) Club Penguin (social networking for children) Disney Online Disney.com DisneyFamily.comMedia networks A&E Television Networks (42%) A&E Bio (The Biography Channel) The History Channel History International Lifetime Lifetime Movie Network Lifetime Real Women The Military History Channel ABC Family Channel ABC Television Network Disney Channel ESPN (80%) ESPN2 ESPN Classic ESPNEWS JETIX Europe SOAPnet Television broadcast stations KABC (Los Angeles) KFSN (Fresno, CA) KGO (San Francisco) KTRK (Houston) WABC (New York City) WJRT (Flint, MI) WLS (Chicago) WPVI (Philadelphia) WTVD (Raleigh-Durham, NC) WTVG (Toledo, OH) Toon DisneyStudio entertainment Dimension Disney Music Group (music production and distribution) Disney Theatrical Group (live entertainment events) Marvel Entertainment Pixar Touchstone Pictures Walt Disney PicturesTheme parks and resorts Adventures by Disney (vacation packages) Disney Cruise Line Euro Disney (40%) Disney Village Disneyland Paris The Walt Disney Studios Park (Marne-La-Vallee, France) Disneyland Resort (Anaheim, CA) Disneyland Disney's California Adventure Hong Kong Disneyland (47%) Tokyo Disney Resort (owned and operated by Oriental Land Co.; Disney earns royalties) Tokyo Disneyland Tokyo DisneySea Walt Disney Imagineering (planning and development) Walt Disney World Resort (Orlando, FL) Disney Vacation Club Disney's Animal Kingdom Disney's Hollywood Studios Disney's Wide World of Sports Downtown Disney Epcot Magic Kingdom
google, twitter, facebook, dribble, delicious, ember, flickr, last fm, rss, skype, stumbleupon and vimeo.
(fandango, American airlines, orbitz, target, etc – whatever makes sense depending on segmentation)
The 15 identified segments enable targeted marketing out of the gate. Based on additional information Disney may expand/consolidate the target segments for various propertiesKey ingredient for business model # 1PRIZM Claritas segmentationhttp://www.claritas.com/MyBestSegments/Default.jsp?ID=30&id1=1027Why we chose Claritas:PRIZM Claritas – provides consumer lifestyle segmentation yields the richest consumer behavioral information for shopping, financial and technology preferences, media habits (online and offline) and so much more. These powerful insights enable marketers to identify, understand and reach their best customers more effectively with messages that resonate with them.Also helps answer the following:Who are my targets?What are they like?Where can I find them?How can I best reach them?Other Segmentation providers:http://www.sric-bi.com/ - VALS, established in 1978, is one of the first major consumer segmentation systems based on lifestyle characteristics. Consumer products and services companies throughout the United States have used VALS to improve product development, product positioning, advertising effectiveness, and corporate image
Web property visitHousehold/individual is mapped to their Social CRM IDHyper-relevant media, content and ads are displayedIncreased Disney conversion ratesIncreased CPM for partner ads
Identify a few strategic partners and enter revenue share agreement. Requirements:Complimentary servicesCannot compete in any wayEstablished relationships on other lines of businessMVP partnersb. Jointly create a partner ID clearinghouse brokered by FB Connectc. Setup ID and rich targeting data exchange without PIId. Other partners setup exact same rich ID and targeting data exchange without PII
Very rich list creation done by procuring Disney and partner CRM dataDirect campaign (mail, email, even ads) is executed for ANY Disney offeringConversion happens for Disney offeringRevenue share to partner(s) who contributed CRM data for customer
Very rich list creation done by procuring proprietary and partner CRM datab. Direct campaign (mail, email, even ads) is executed for ANY partner offeringc. Conversion happens for partner offeringd. Revenue share to Disney if it contributed CRM data to customer
what Foursquare knows about us, wouldn’t you think relevant and interesting advertising would be a slam dunk? I’m not a coffee drinker, and Foursquare should know this; probably fewer than 1% of my check-ins are at coffee shops, and I doubt I’ve checked in at a Starbucks more than once. No geo-targeting: The fourth problem may at first seem odd for a company in the geolocation business, but the Starbucks ad lacks sensible geo-targeting. I just checked in on Foursquare in Boston, 3,100 miles away from home, and there’s that darn Starbucks ad again. Foursquare knows where I live and hang out, so why display a mayor offer in a location where I cannot possibly become mayor? Doing so make this offer completely irrelevant. Employee competition: As marketers begin to leverage geolocation for loyalty purposes, they face a major headache: No customer can possibly visit a business more than a full-time employee. With check-ins from employees and customers going into the same pool, mayorships are being claimed by the paid help and not the paying patron. Complaints are surfacing that customers checking in at Starbucks are finding their barista is the mayor, effectively blocking them from earning the discount.
Summarize:Overlooking Operational complications borne of out product and business model particularitiesNot harnessing Social CRM well enough Fool and Fraud-proofing the business model
Overall Risks1) The Social CRM technology is very nascent. Several companies have made serious listening mistakes especially the ones that use advanced language processing. It has been observed that these still need human intervention. Mitigation: Maybe good to stay away from long term vendor licenses, potentially outsource v/s trying to develop the full spectrum of capabilities in-house. 2) There is greater focus on Privacy. Especially self-reported concerns in the sharing and use of personal and behavioral information. Mitigation: Consumers’ Opinions About Data And Trust are malleable & can be addressed if a value exchange exists. Also important to update privacy policies to contain clear language -- including statements about what they aren’t collecting, sharing, or usingfor ads -- and motivating consumers to share information by providing access to free and cost-saving content online.3) The actual value and metrics to justify the development of the platform are harder to quantify. Business Model # 1 Risks1) Leadership may decide that this business model alone must justify platform investment before proceeding.Mitigation: If it is hinted that this may happen, then additional use cases and business model applications must be found and undergo revenue forecasting before pitching the idea.2) Lack of in-house Social CRM experience may prevent Disney from harnessing its full potential at the moment. Mitigation: Do not look at vendor offerings narrowly as product integration projects. Identify opportunities to engage into a marketing consulting or even outsourcing contract with vendors for the short term, while building the necessary capabilities for the long term3) Initial segmentation accuracy increase projections may fall short after full roll-out happens Mitigation: Engage in A/B testing for a representative yet relatively small channel to come up with more accurate projections and adjust expectations accordinglyBusiness Model # 2 RisksBrand Reputation – stringent selection criteria for partnersPartner Fraud – develop trusted partnerships for the revenue sharing. Put checks and balances in the system /on top the clearing house solution to monitor integrity of the partner reportingComplex Implementation – Implementation is key to get this right. Different states have different laws on disclosing the use of data to customers