Grey 2 Day Leadership Aug2011

Innovation, Digital & Technology Masterclass OverviewObjectivesWhat we’ll be doingHelp you fully understand how technology is changing marketing and advertisingLooking at the impact of digital technology on marketing strategyTo understand what it takes to deliver world-class strategy and best practice implementationPin-pointing the most useful, practical information for you to havePut it all into practice by using some key new tools, and by creating live strategies for clientsTranslate some of this for healthcare marketing

Agenda – Day 1 –Integrated Digital StrategyThe impact of technology on businessThe role of tech in communi-cationsDefining the right objectives123Generating and using audience insightsUsing strategy models to integrate technologyGeneratingrelevantideas that connect with consumers456

Agenda – Day 2 – Best Practice & ActionUsing strategy models to integrate technologyGeneratingrelevantideas that connect with consumers12Key Trends4Measurement & optimisation3

UTalkMarketing.comWe focus on the knowledge that marketers need to deliver modern strategy and best practiceOur global network of trainers are best-in-class consultants who are recognised experts in their field>>

What Would You Like To Discuss?What Are The Challenges You Are Facing In Delivering Digital Growth?

Group Exercise – Digital & Technology ChallengesIn groups of 6 at lunchWhat’s stressing you out about delivering marketing in world of constant innovation and technology driven change?>Take 15 minutes to make a list of the issues challenging you to integrate digital into what you do>

Why Technology Changes What We Do

History of Mass Media - Print1453Guttenberg press introduces mass publicationsTime to one billion readers: 467 years

History of Mass Media – Telephone 1876Alexander Graham Bell invents the telephoneTime to one billion users: 114 years

History of Mass Media - Cinema1895The Lumière brothers project the first motion pictureTime to one billion users: 81 years

History of Mass Media - Radio1897Marconi patents the wireless telegraphTime to one billion users: 53 years

History of Mass Media - Television1927Bell Labs demonstrate TV in the U.S.Time to one billion users: 48 years

History of Mass Media – The Web1992Tim Berners-Lee invents the WebTime to one billion users: 13 years

History Of Mass Media – Web 2.02004O’Reilly media coins term “web 2.0”Time to one billion users: 4 years

The Impact On Consumer Behaviour

A World Of Spontaneous Communication155 million tweets sent every day4.5 billion Facebook messages per day200,000 text messages sent every second

Charlie Sheen - #tigerblood #winning

Multi-tasking Is Standard86% of mobile phone owners use the internet on their handset while watching TV* source: Yahoo/Nielsen 2010

An Attention Span of SecondsUsers spend an average of 59 seconds on a web page

50% of users read only the first two words of a google search result

Average length of time playing for a YouTube video is 2.5 secondsA Personalized WorldWhat I want, when I want it, wherever I am

Purchasing On Demand TooEcommerce will account for $192 billion in sales value in 2011…Which is more than the economic output of the Philippines

Influence Of Digital Channels…but online shopping behaviour will influence $1.1 TRILLION in retail sales……more than the economic output of Canada

Consumers In Healthcare Are No DifferentVisitMD30

Today’s Healthcare Purchase Journey Is Dramatically Different31ViewtrendsorfashionvideoReadsponsoredcontentMashupavideoResearchproductReadreviewUploadpics ofpurchasesUpdateprofileViewadSocialbookmarkproductsorcontentPassalongemailRegisteraccountTalk onlive chatVisitMDPostblogentryUsevisualizationtoolJoin aconsumerpanelVisitastoreSearchforbrandContributetomessageboardRateaproductShop viarecommerceFilloutsurveyWrite aproductor servicereviewSubscribeto a powerreviewerEmbedawidgetUploadpics toflickrClickthroughemailClick tocallUseexpresscheckoutSign upforsweepstakesReadmicro-bloggingmessageInternetwith richmediaadReadexperttipsReadRSSfeedJoin abrandfan siteViewhow-tovideoBrowsefavoritesitesPassalonglinksReviewareviewer

Consumers More Satisfied with Health Information from the InternetSource: Manhattan Research Cyber Citizen Health v7

The Same Changes In Marketing Strategy33ViewtrendsorhealthvideoResearchdrugReadreviewUploadpics ofexperienceVisitMDVisitastoreVisitMDSearchforbrandEmbedawidgetUploadpics toflickrOrderonlineInternetwith richmediaadPassalonglinks

Internet passes Newspapers…closes in on TV

Online Advertising Growth Rates in the US

If You Don’t Believe Me…http://www.youtube.com/watch?v=-rTzIAWI4Ms

Does This Apply To Healthcare…

MotrinClientJohnson & JohnsonBrandMotrinProductIbuprofen based product sold in the US Pain relief drug available for adults and childrenTargetMothers with ChildrenAgencyTaxi - New York officeCampaignStart - 30 September 2008Pulled - 17 November 2008MediaOnline and offline integrated campaign

In The BackgroundRunning at the same time was a campaign run by an international non profit organisationInternational Baby Wearing Week November 12th – 18th

Motrin - The VideoOver 255,000 Viewshttp://www.youtube.com/watch?v=Mztymu72l7c&feature=related

The power of influencersName - Jessica GottliebAge – 38 years oldLocation - Los Angeles, CAPicked up by an avid twitter fan Jessica Gottlieb who wrote about how annoyed she wasShe was recently a featured panellist at the Consumer Reports Health Summit - Twitter over 5000 followers- Top Facebook network in LA- Top Blog in LANielson - she was one of the top 10 Bloggers and Influencers Who Made a Mark in 2008

Unhappy MomsThousands of mums from around the world started to comment on it through TwitterLost in all the commentary is the fact that these drugs, even though sold over the counter, carry severe health risks including gastrointestinal bleeding, renal toxicity, stomach ulcers and heart attack. The thing that most offended me was that opening statement that you wear children as a fashion accessory, like a pair of earrings?It also seems strange to target new mothers as we all know that the science shows breastfeeding is best. Motrin can cause ulcers and is not even recommended for nursing moms or babies! I am a mother, but not truly a mommyblogger, because we blog about our world travel. Still I participated in the Youtube protest about the Motrin add.

The Backlash- Thousands of Twitter posts- This spread to Blogs- News groups- Websites- Motrin were bombarded with email complaints- Picked up by the media- Spread globallyhttp://crunchydomesticgoddess.com/2008/11/16/motrins-response-to-the-onslaught-of-complaints/

The Bad Press SpreadsSearches around this increased substantially It reached well beyond the USA

Facebook – Boycott GroupBabywearing isn't painful. Boycott Motrin for saying it is.

They Were Not HappyMoms posted their own videos on You Tube criticising MotrinOver 21,000 hitsOver 89,000 hits

Motrin - Public ApologyWe certainly did not mean to offend moms through our advertising. Instead, we had intended to demonstrate genuine sympathy and appreciation for all that parents do for their babies. We believe deeply that moms know best and we sincerely apologize for disappointing you.Please know that we take your feedback seriously and will take swift action with regard to this ad. We are in process of removing it from our website. It will take longer, unfortunately, for it to be removed from magazine print as it is currently on newstands and in distribution.

WebsiteThe Site got pulled for 2 days while they stripped out the content

Understanding The Impact Of Technology On Client Business Unlocks Successful Digital Communication

“We have studies showing that brands connecting aggressively through social mediaare generating far greater revenue growth than those that are not.”“We want to reach 3 billion consumers with digital in the next three years, and I’ve committed to having breakthrough digital plans across all of our 43 brands in the coming year.”Marc Pritchard, Chief Marketing Officer, Procter & Gamble, September, 2009

CMO’s Brain As Bar Chart Listings, distributionBusinessreportingProduct InnovationBusiness PlanningComms campaignsDigital comms

The Traditional Marketing P’s And TechnologyProductThe nature of what a brand can do for consumers has been transformed by technologyPricePrice transparency is transformational in some categoriesPlacementE-, M-, and S-commerce are revolutionizing many categoriesPromotionNot just where brands promote has changed, but how they do it

Is There Digital ImpactOn Product?

Impact On ProductCreating products which include digitally delivered services to bolster value propositions to consumersPersonalising products and enabling mass customisation cheaplyDeveloping products for niche audiences – using the long tail distribution opportunities to increase SKU offeringInvolving consumers in product development and design

Nike Training ClubProviding a service as part of the product propositionHelping women to maintain fitnessHuge investment in content and distributionFollowing on Nike google maps mashupsGreat data acquisitionLong-term relationships

Burger King iPhone AppThe application also tracks and saves order history and then acts as a loyalty card by offering incentives and dealsThe goal behind this application is to drive incremental same-store salesSo far orders placed via the application have been 25% larger than in-storeWhen customers start using the service, they increase their frequency of visits by 42%The mobile offering takes existing loyal customers and increases their value by 75%

Google CustomizationGoogle’s starred search results are specifically highlighted for you

Leveraging the Long Tail For Niche ProductsVia Google Or EbayWhen users search for something specific, Google can deliver the right contentSuddenly a business selling oak flooring can be successfulGoogle and other digital channels connect niche products with buyers efficiently

Crowd Sourced R&D: Dell Ideastorm

WorkshopSplit into groups of 4Pick a brand that one of you works on>Brief the group on the brands toplineobjectives, current activity and target audience>Brainstorm ideas on how you innovate the product offering using digital means – like Nike or Burger King. For example how could you produce a service? Or customize?>Pick your best one and be ready to present back if asked>You have 15 minutes

RecapCreating products which include digitally delivered services to bolster value propositions to consumersPersonalising products and enabling mass customisation cheaplyDeveloping products for niche audiences – using the long tail distribution opportunities to increase SKU offeringInvolving consumers in product development and design

Is There Digital ImpactOn Price?

Consumers Have Access To Perfect InformationOld world: information ‘asymmetry’Business has access to most of the information

Consumers had to work hard to get itNew world: information ‘symmetry’Consumers can easily get access to information that helps them make decisionsInformation symmetry is behind the success of leading ecommerce categories

Is There A Digital Impact On Placement (Distribution)?

Impact On PlacementDigital offers new sales channelsNot just through direct and third party websitesMobile applications & SMS too

Source: IMRG, January 2009e-Commerce – Coming of AgeEarly Internet users failed to shop extensively online: The number of online stores was limitedConsumers didn't feel comfortable providing personal financial information onlineInternet access technology remained slowUsers face a very different eCommerce environment:The supply side is well developed in most major marketsBroadband access technology is widespreadSecurity concerns have waned

Online Influence / Offline Sales

Some Categories More Than Others

Surprising Direct Successes“Direct sales by consumer-brand manufacturers are one of the fastest-growing areas of online retail, increasing almost 13% in 2009 to $487.6 million”

What Are The Market Dynamics?Disintermediation is a key factor in many markets that have exposure to digitalOld ModelNew ModelsBrandBrandBrandAgentAggregatorConsumerConsumerConsumer

Is There An ImpactOn Promotion?

Digital Technology Impact On Promotion The nature of “promotion” has fundamentally changed As well as new places to try and influence consumersThere are new ways of influencing as well New opportunities to demonstrate your value to client

Push AND Pull: Twelpforcehttp://www.youtube.com/watch?v=Fu0BelA89lk

High Frequency With PermissionThe eBay Widget updates consumers on a bid by bid basis

Content IntegrationFor the weight loss drug website Alli where does content end and advertising start?

123Highly Targeted Opportunities - Search I searchI see highly relevant advertisingI click on one and find highly relevant contentBehavioural Targeting Creates same effect in display

Measurement & OptimisationOptimisation Value250%Testing ApplicationDigital creates high ROI opportunities for optimisation of brand building activities

PPC Optimization Exercise Keyword = Advertising, AdvertsLanding page = http://www.utalkmarketing.comTitle: 25 CharactersBody copy: 2 x lines of 35 charactersPlease email them to: Jessica@utalkmarketing.comPlease put all text in the body copy of the emailSuccess criteria: Click Through Rate

Digital Diagnostic Tool: What Is The Digital Impact On Your Brand?Product OpportunitiesPricing ChallengesDistribution OpportunitiesPromotional OpportunitiesWhere we are now: score each box out of 10 for each brands current performance

Digital Diagnostic Tool: What Is The Digital Impact On Your Brand?Product OpportunitiesPricing ChallengesDistribution OpportunitiesPromotional OpportunitiesWhere could we be: score each box out of 10 for each brand for digital potential

DIGITAL LEADERSHIP MASTERCLASS RECAP

Creating A DigitalCommunications Strategy

The Digital Communications ProcessHow communication strategy is different with technology involvedHow to set the right objectives with your clientsHow to find and use additional insight into new consumer behaviourSome planning models you can put into practice tomorrowHow to create an idea that can work across multiple platformsHow to measure success

Digital Strategy Planning ProcessRESEARCH AND DISCOVERY1Conduct Digital DxofCURRENT ONLINE POSITIONING & COMPETITIVE LANDSCAPEPrioritizeand UnderstandTARGET AUDIENCES Understand and determineOVERALL STRATEGIC BUSINESS IMPERATIVES2STRATEGY, TACTICS AND IMPLEMENTATIONDIGITAL VISION, STRATEGY & TACTICSIMPLEMENTATION PLAN (INCLUDING RESOURCES, HEADCOUNT, BUDGET)CONTENT SYNDICATION & CURATION PLANMEASUREMENT PLAN3SUCCESS DEFINITION & MEASUREMENT PLAN

Work to DatePlanningStrategy DevelopmentImplementationProfessionalmarketingbest practices meeting with ghgProfessionaldigital planning meeting Competitive assessment and online information journey for DPs conductedStrategy workshop with US teamStrategy workshop with Global team / PLNStrategy development and reviewStrategy reviewed and revisedCompetitive research presented to US teamStrategy presented to Jack and NigelStrategy presented to US teamStrategy presented to PLNDigital taskforce implementedPhase 1 Taskforce plan implementedStrategy implementation began Strategy presentationto FabianTaskforce Phase 2 plan underwayJanuary, 2011February, 2011March, 2011April, 2011May, 2011October, 2010November, 2010December, 2010

115Branded Websites Increase Refill Rates

It Isn’t Always Campaign-basedWhen clients use the word “campaign”, it suggests a targeted and time sensitive communicationIt also implies there will be a beginning and an endMuch digital activity is actually a long-term business commitmentManaging branded content like a website or a social media page requires:A long term commitmentOngoing investment

Technology Drives Active Participation Some uses of media are broadcast in naturePhysical consumer participation is limitedTechnology enables 3-dimensional participation through media platformsConsumers actively consume itDigital projects require you to map out all the possible ways consumers will use what you’re creating

Most ImportantlyIn traditional marketing, advertising is often consumed passivelyMost digital marketing is consumed actively – people physically interact

Being An ArchitectUnderstanding how people use your buildings - functionExtreme focus on safety and the technical issues that drive safetyWorking collaboratively with partners and suppliers who specialise in different areas of buildingThinking about the long term sustainability of the buildingMaking them look good - form

The Challenge For Healthcare AgenciesFor consumer-oriented treatments and drugs this is all fineFor restricted drugs and marketing to HCP’s much more strategic complexitySmaller number of target audiencesFewer opportunities to deliver

The Impact Of Healthcare Regulation On Strategy

The FDA and Social MediaNovember 2009 the FDA held two days of hearings on how far Twitter, Wikipedia, blogs and other social media can go in promoting drugs

More than 800 people tried to register for the FDA event, which was held in a meeting room that seats 350127

Social Media and Adverse Event Reporting Any pharmaceutical company entering into social media is naturally worried about discussion of adverse events

Does social media reporting trigger the AE reporting requirements?

At the moment the answer is no...

There is no FDA guideline or regulation that specifically covers the content of online discussions in a way that is different from reporting AE information derived from any other source128

Social Media and Adverse Event ReportingCurrent FDA guidelines give four parameters for submitting information about adverse experiences:

The pharmaceutical company should have knowledge of

A specific drug or biologic involved in the event

An adverse event or fatal outcome

If any of these basic elements remain unknown a report on the incident should not be submitted to the FDA129

Social Media and Adverse Event Reporting130

Getting A Strategy Approved: Your Experience

Getting your idea approved in the Healthcare industryKnow the why

Regulatory team aren’t saying no because they don’t like you

More likely they understand external and internal rules better than you

As you develop your program spend time understanding the rules that could impact it

Will make the approval process much simpler 132

Getting your idea approved in the Healthcare industryEmpathise and be an educator

You might be a social media expert

Chances are the people reviewing your program aren’t

Use language they are familiar with

Educate them, help them understand the finer points of a channel

Do it ahead of time, the meeting where you’re looking to get approval is too late 133

Getting your idea approved in the Healthcare industryForce ‘Yes if...’ instead of ‘No because...’ Advice from Marc Monseau, Director, Media Relations, Johnson & Johnson:

‘Yes if...’ indicates a member of the regulatory team that is willing to help you find a way to make your idea possible

‘No because...’ indicates someone who is only interested in following the rules and regulations to the letter

It doesn’t have to be that way

Force your regulatory teams to think about the issue with “Yes, if…” instead of “No, because…” It’s a powerful difference

Talk this way yourself, come to meetings with lots of ideas and alternatives 134

Creating A Digital StrategySetting The Right Objectives

Setting Objective For DigitalMany brands execute digital activity without having clear objectives as to why…What is the specific role of technology within your marketing strategy?What are the specific measures you will use to identify success?What are the right digital disciplines to use to achieve success?

The Funnel In Marketers HeadsSource: Forrester

The Funnel In Consumer ActionSource: Forrester

Data vsObjectivesDrives opportunity to engage

Brand siteTrafficDrive traffic

Improve search performanceLinksDrives top of mind awareness

SalesEngag-ementDrives trafficSearchposition

Metrics OpportunitiesSource: Nielson

Short vsLong TermShorter Term / shopper type measuresUsing web analysis toolsCTR’sPass on or likesLonger term / engagement measuresBrand equityAwarenessSentimentThe ideal set of objectives should have both types of measures and cover all activity

Boosting Short Term Measures: Defining ConversionAnalysis industry built around the idea of “conversion”Conversion does not have to be an immediate transactionConversion could be:An email sign upA iphoneap installA length of engagement on a websiteA number of clicksA visit to a product information pagePassing content on within social mediaRetweeting, likingAn SMS enquiryA broader definition opens up optimisation and analytics for all brandsNot perfect but can be overcome with careful planning

Web Analytics can be “short term” or “long-term”

Identify a clear objectiveTechnology is a means to that end

Common Objective Setting Traps

Key Problem: Undue Focus On CTRTwo Groups – One saw Research conducted over a month with over 500,000 impressions exposedGroup A shown an ad for the Red Cross – the control audienceGroup B shown an ad for a well known travel company!Both sets of users were tracked by Travelocity and the partner ad networkEven after controlling for people who would visit the site anyway, CTR underestimates the impact of the banner by 40%!

Most current measurement systems don’t gobeyond the last referrerConversionDisplayAggregatorSearchInteractionUser path 1ConversionSearchUser path 2ConversionDisplaySearchUser path 3

Stage 1:Generating Consumer Insight

Each Digital Campaign Requires Specific Digital InsightEach brand may have segments at different levels of sophisticationIt’s critical to generate specific digital insights in briefsCustomer journey analysis is particularly usefulWe will be looking at this and some tools laterStrategy WILL be more complex for some time

Tools You Can Use Now! Search BehaviourGoogle Wonder Wheel

Google Adwords ToolSocial BehaviourTwitter

Sysomos / Radian 6 / Buzz Metrics (paid for)WebsiteGoogle Ad Planner

Omniture / Google Analytics / Web TrendsExample Of InsightsAnti-aging dominates the skincare conversation and consists of two components:Prevention: Young women seeking advice on when to start using anti-aging products and which products are best. Olay & Garnier are strong in this conversation.Reduction: Typically a part of a larger umbrella conversation focusing on reducing the appearance or affects of aging through a healthy lifestyle and natural remedies, where anti-aging skincare remedies are part of the conversation but not the main focus.Sharing coupons represents a significant proportion of the skincare conversation, capitalize on this by distributing Olay coupons through this medium.The online audience is largely under 35 even when it comes to anti-aging. Social media programs should be designed with the young in mind. Consider a young, popular, and relevant spokesperson. This generates considerable online buzz and reaches a target audience outside of those already interested in skincare and cosmetics.

Understanding Where Your Consumers Are

Understanding Changing Market Dynamics

Understanding Competitive Situation

Forrester Engagement Tool: Groundswell“A coherent approach is to start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for”

Social Aggregators – Social Mention

Where Are Your Audience Going?Free tools to identify channel insights:Google Ad PlannerYou can hone your targeting strategyGet insight into the kind of content your audience are looking for and visiting

Understanding What Sites People Visit:Google Ad PlannerCan be used to identify target content platforms based on behaviour or on demographics

Website Usage AnalysisWhy are people coming?What content is popular?What keywords do people use?What drives return visits?What different segments do you have?

Exercise: Consumer Insight: Where To LookSearch BehaviourGoogle Insights For SearchGoogle Adwords ToolSocial BehaviourTwitter Social mention / Viral Heat Specialist medical sites like SermoSysomos / Radian 6 / Buzz Metrics (paid for)WebsiteGoogle Ad PlannerOmniture/ Google Analytics / Web TrendsSplit your group: some people look at search, some people look at social, some people look at website activity and then share your findings after 15 minutes

Audience ResearchSplit into three groups. To maximize your time, each group will explore a different area of audience behaviourYou will have 20 minutes to generate insights in your areaYou will then get back together to share your insights and determine which are the most important These insights will then be used to build a strategyWhat you’re looking for:How your audience behavesWhat content they needWhat content engages themHow competitors are engaging them

Leveraging The Brand Positioning

The Position Comes First…PositionExperiencesBought MediaDigital displayMobile advertisingSocial advertisingPaid SearchOwned MediaWebsitesMobile sitesApplicationsBranded social pages or channelsNatural SearchEarned MediaForumsReviews sitesBlogsSocial NetworksSharing platforms

The StrategyThe strategy is HOW you will deliver the purpose in a compelling way to consumersHow can you make this relevant to your audience?What kind of content can you communicate this message through?That’s why insight is essential

Some Positions That Translate Well To Using TechnologyEnables everyone to achieve their athletic potentialIs your partner for weight lossHelps you realise your technology dreamsHelps you make the most of the time you spend with your pet

Special K Creative StrategyPurposeThe IdeaThe TacticsThe InsightsThe Content StrategyLosing weight is about more than eating cereal. Search insights: people are searching for calorie information, diet plans, recipesSocial Insights: people complain about how hard it is to stick to their diet plan. People ask for help. People need supportWeb site insights: the target audience spend large amounts of time on recipe sitesWe will create tools and content that help people lose weight and promote special K as your partner for weight loss Losing weight is about more than eating cereal. Special K can take an active role in helping people manage and maximise their weight lose regimeApp

Meal plansWe exist to help women achieve the weight they want

Using Different Approaches To Provide The Right Experiences To Consumers Based On Purpose

Different Buying Processes Require Different ModelsLow involvementHigh involvementComplex buying behaviour(Car)Influence model or lifecycle or bothVariety-seeking buying behaviour(Confectionary)Engagement modelSignificant differences between brandsDissonance-reducing buying behaviour(LCD TV)Influence or lifecycle or both Habitual buying behaviour(Detergent)Engagement modelFew differences between brands

Where Are Your Brands?Low involvementHigh involvementSignificant differences between brandsFew differences between brands

3 Different Approaches To Making Purpose Come To LifeTranslated into shopper experiencesYou know how people shop

You may know when they’re shopping

Build experiences that influences them Translated into engagementexperiencesYou don’t know when someone is thinking about buying

You can’t target them as they shop

You build experiences that builds engagementPurposeParticipationTranslated into lifecycle experiencesYou know at what stage the customer is with you

You know what messages might drive more revenue

You build experiences customized for each consumer based on their historyExamplesTranslated into shopper experiencesHCP researching a condition - CNS

HCP keeping up to date on treatments

Need to be there where they look for infoTranslated into engagementexperiencesHCP does not know how to diagnose pre-diabetes

Need to raise their awareness – need to go to where they arePurposeParticipationTranslated into lifecycle experiencesHCP is already prescribing treatment

Need to build the relationshipStrategy ProcessCreate opportunities to influence consumer behaviourIdentify the experience model that fits the marketing priority bestUnderstand consumer behaviour in the category - segmentation

Model 1: The Shopper ExperienceWhere Are My Audience And What Content Do They Need To Make Decisions?

New media landscapeMost trustedradiomagsnewspapersonline adsoutdoortelevisionEARNED MEDIAFirst-person commentary and content about the brand posted and shared across a variety of venues“Social Media” outlets also support both Bought Media (e.g., ad banners, sem/ppc, etc.) and Owned Media (e.g., widgets, apps, etc.)bricks &mortar‘advertising’productsite(s)corporatewebsiteDM / CRMOWNED MEDIAAll media directly owned by the brand. These destinations provide a platform to drive marketing messages and tools to create Earned Mediamobilevideo sharingsocial networksblogsforumspersonal pagesmsm sitesBOUGHT MEDIAcampaignsite(s)socialmediacommunityTypical corporate media spend Drives people to Owned Mediaemail

Questions To AskHow do your audience “shop” this category?Online vs offline share of engagementRole of online in the decision path – what is it used for?Non-traditional digital competitors for attentionHow do my specific target audience use digital to shop this category?What type of content drives engagement?Where should the emphasis be?Owned vs bought vs earned?

Influence Of Digital Varies By Category

Shopping Persona’s In Travel

First Choice Advertising...Message Tested: "That's why we're _____"370x320Note: Creative screenshots are not to size

Most useful sources of finance informationgrouped touch-pointsWhere buyfromReachingDecisionThinkingDoing ResearchBest DealRecommendation/ Reviews 49%Recommendation/ Reviews 61%Recommendation/ Reviews 57%Recommendation/ Reviews 59%Recommendation/ Reviews 43%OnlineRecommend/WOMOnline 32%Online 51%Online 43%Online 41%Online 30%Previous ExpAdvertising 30%Direct 32%Previous experience 33%Direct 26%Previous experience 23%In store/StoreAdvertising 32%Advertising 24%Advertising 19%Direct 25%Direct 30%AdvertisingDirectAdvertising 22%Previous experience 21%Previous experience 22%Previous experience 23%Direct 17%In store/store 13%Promotion / special offer 15%In store/store 15%In store/store 16%In store/store 16%

Most useful sources of finance informationindividual sourcesWhere buyfromReachingDecisionThinkingDoing ResearchBest DealPrevious experience of FSP 21%Online search engine 29%Best buy tables 26%Previous experience of FSP 33%Previous experience of FSP 23%Online search engine 17%FSP website 27%Price comparison website 25%IFA advice 24%FSP website 15%Recommendation 16%Best buy tables 26%Previous experience of FSP 23%FSP website 23%Online search engine 14%Articles in newspapers/mags 15%Price comparison website 25%Online search engine 20%Best buy tables 19%IFA advice 13%Financial supps in papers/mags 15%Articles in newspapers/mags 23%IFA advice 20%Price comparison website 17%Best buy tables 11%IFA advice 15%Financial websites/portals 22%FSP website 19%Online search engine 17%Price comparison website 11%

Electronics no different – online very highespecially in the early stagesWhere buyfromReachingDecisionThinkingDoing ResearchBest DealPrevious experience 23%Recommendation 18%Previous experience 26%Electronics brand website 28%Promotion / special offer 27%Recommendation 22%Promotion / special offer 18%Online search engine 28%Previous experience 18%Buy tables 20%Location of shop / store 22%Online search engine 19%Electronics website / portals 27%Electronic brand website 15%Recommendation 18%Online review by consumers 26%Adv on the Internet 17%Window display 15%Location of store 17%Display / demo in store 20%Location of store 17%General Electronics Website 25%Product / brand reviews in mags, TV, online 14%Display / demo in store 15%Advice from electronics expert 19%Electronic brand website 14%Product / brand review in mags, TV, online 24%Window display 16%Adv on the Internet 14%Online review by consumers 17%

InvegaSustenna Website Redesign

How To Use Shopper BehaviorTargeting people based on their intent – search marketingTargeting people based on their behaviour – behavioural targetingPersonalization on digital properties

Digital Targeting CapabilitiesWhenWhoWhatWhereWhyBehavioural TargetingIPTime TargetingDemographicContextSearchSite LevelGeographicDay-PartPassiveLunch-Time, EveningFinance siteITV RegionsAudience DataSite VisitsActiveEvent ledPage LevelHome ISPRegistration DataLoans Pages, QuigoVirgin, BTSports result, Roll-OverPredictive ModellingWord LevelWork or Education ISPUCL, HSBCAutomated page readers

Behavioral TargetingAudienceAdvertiser1User behaviorsidentified based on site visits to defined sites within an area of interest2Users placed into groups which can be identified when they appear on a property or network3Advertisers select relevant audiences and target them with ads

Best Practice: SearchSearch has put the worlds information at consumers fingertips

Key Search TerminologySEOSearch Engine Optimisation also Natural Search and Organic SearchPPCPay Per Click or Paid SearchCTRClick Through Rate – Percentage of people who click on a search result (paid or natural)CPCCost Per Click – price you pay for each click on paid search (and other marketing activity)CPACost Per Acquisition or Action

How Google Invented Intentional MarketingWhen you type a query into Google, you are not just searching for somethingYou are revealing your future intentionsYour future intentions are highly valuable commercial opportunitiesGoogle did not invent the search engineThey recognised the true value of having the best search engine combined with exploiting your intentionsIntentional marketing is the exploitation of the expectation of your needs revealed through a search engine

Search Marketing is the King of the Digital HillOver 40% of all online ad spend is on searchYet the majority of traffic on a search results page is funnelled into the natural search resultsIf one of your communications objectives is to drive traffic to a website, it’s impossible to do that efficiently without a natural search strategyThis strategy should be integrated at the planning stage: natural search can take 3 – 6 month to optimiseOne of the most common outcomes of an engaging TV ad is for people to Google the brand

Brand Spend and Search Success There is an extremely strong link between search and other marketing activityBrands which have greater brand equity e.g. awareness, tend to generate better search click through rates than unknown brandsIn lastminute.com France in 2006, a TV sponsorship of a reality TV show increased PPC CTR by so much during the period of sponsorship, that the media spend was paid for by an increase in ROI in searchBrands should not see search as an alternative to brand building activity but as an addition to it

Search and Reputation ManagementTry searching for “Dell customer service”Try searching for “Orange customer service”Even for companies who do not transact online, business outcomes can be affected by search performanceIt can also affect the impression you give!

Google Leads The Global Market

Not Quite As Dominant In The USA

1Having relevant content to a searchers queryGoogle sends out ‘robots’ to index the web

If a page is not linked, it cannot be found2Links are the search engine’s currencyThe first mass market search engine

Counted the number of times a word was present in the page or code

Tracked a small proportion of the web

Examines the content of web pages too

Counts the quantity and quality of links a web page has

Tracks the whole linked webBeing No. 1: The Page Rank System PR(A) = (1-d) + d(PR(t1)/C(t1) + ... + PR(tn)/C(tn))

Links are the search engine’s currency

3How Google counts links and measures their valueThe more links a page has, and the higher the quality of the site linking to them, the higher the “page rank”

The heat map shows the importance of being first in the natural results4A result displayed lower than fifth position is viewed by only 20% of usersHow your ranking impacts the traffic you get from searchHeat MapBeing first in natural search will typically drive 500% more traffic than being tenth

Branded Vs Unbranded TermsUse Google Adwords tool to contrast the number of branded terms vs the number of category or unbranded termsWhat does this mean for your website and content strategy?In pairs for 10 minutes

Patanol Case StudyThe challenges: New website had little visibility with search engines

Established competitors already had a strong presence on search engines

Lack of listings within the major search directories

Lack of keyword rich content on several key pages

Keeping the FDA happy - carefully constructing content that presented a “fair balance” between information about the product’s effectiveness and its risks220

The FDA’S 14 Letters Explained Said another way, the FDA wants the search engine text ads that appear at the top and right side of a search engine results page to include full disclosure of risk information

This is mandated even though the search engines limit these text ads to approximately 95 characters for the headline and two rows of copy

The letters were sent to almost all of the major pharmaceutical companies, including GlaxoSmithKline, Pfizer, Merck and Eli Lilly

The letters cited ads for widely used drugs including Celebrex, Propecia and Yaz did not include the necessary precautions222

The One Click DebateUntil these letters were sent, pharmaceutical and media companies had assumed that there was a one-click rule

As long as pharmaceutical companies provided risk information within one click of their search ads — on the page that the ad linked to — they assumed they were in compliance

These letters made clear that was not the case:

“If you don’t provide the required name, if you don’t provide risk information, if you overstate the benefit of the use of the drug, that is a false and misleading ad,” Rita Chappelle, an agency spokeswoman, said in an interview. “It is vital and critical to consumers that they get that information.”223

Google’s New Pharma Friendly Ad Formats Dramatic drop in search spending since FDA warnings

According to ComScore, “Pharmaceutical marketers suffered an 84 percent drop in ’sponsored link exposure’ in the three months following a search advertising crackdown by the Food and Drug Administration (FDA).”

John Mangano, Vice President of ComScore said, “Many pharma companies have largely abandoned paid links on Google, Yahoo, and other general search engines after receiving warnings from the FDA that those ads lack sufficient disclosure. They’re saying, ‘We’re not going to spend on this because we got our hands slapped.’”224

Google’s New Pharma Friendly Ad Formats Google solicited informal feedback from the DDMAC (Division of Drug Marketing, Advertising, and Communications) for potential new ad formats

Told that mock-ups can not be presented for formal comments or approval.

The ads must be in context, as used for an actual pharmaceutical product/brand campaign

Therefore Google has initiated a beta program to begin working with pharmaceutical companies and their agencies to create and submit these new formats to DDMAC for pre-clearance225

Google’s New Pharma Friendly Ad Formats Proposed product claim ad:

Creating ExperiencesNot Just Ads

Much Digital Success Relies On Active ParticipationConsumers can choose to get involved with your brand onlineThey’re not forced to visit your site, your Facebook page or interact with a bannerContent can be:A mobile appA conversation on FacebookA twitter feedAn email campaignMost digital strategies are delivered through effective content strategies

Re-thinking the Marketing FunnelNeed to re-think the marketing funnel because: Complexity reigns in the middle of the funnel: The end point remains the same but the middle is now influenced by other factors such as recommendations from friends or family, product reviews, and competitive alternatives described by peers influence individualsThe most valuable customer isn’t necessarily someone who buys a lot: Companies also need to track individuals who influence others to buyTraditional media channels are weakening: Individuals dismiss or ignore marketing messages in lieu of information available from an ever-increasing number of resources, such as product review sites, message boards, and online videoConsumers force brand transparency: Online social tools, coupled with increasing social behaviour online, make it easy for the truth to come out

The Components Of ParticipationSource: Nielsen

Elements of ParticipationThe four paths of participation:Involvement: Measures and individual’s relationship with a company or brand. Includes store visits, pages viewed and time spent per pageInteraction: Measures events in which individuals contribute content about a brand, request additional information, provide contact information, or purchase a product or serviceIntimacy: This component goes beyond interaction to measure the affection or sentiment an individual holds for a brandInfluence: This component looks beyond even sentiment to determine an individual’s likelihood to encourage a fellow customer to consider or buy a brand, product, or service

Periodontal Disease and Overall Health: A Clinician's GuidePublic Relations Outreach Recap

247OverviewIn mid-November, 2010, grey healthcare group begin soliciting news coverage of the launch of Periodontal Disease and Overall Health: A Clinician's Guide, a textbook made possible through an educational grant from Colgate that explores the relationship between oral and systemic diseasesThis recap outlines the measurable results of our PR outreach efforts

Sample coverageDentistry IQ websiteDimensions of Dental Hygiene

249Sample CoverageDrBicuspid.comDentechblog.blogspot

Results 250Web Coverage/Blogs (Dental)DentistryIQ.comDrbicuspid.comDentalantioxidants.comDimensionsofdentalhygiene.comHealthmantra.com/smilePerioiap.orgRdhmag.comPeriowaveblog.comDentechblog.blogspotDentistry Library Blog (University of Toronto)PHD Services’s BlogAscent.Wen9.comIfyoustandstillyouwilldie.com

Results251Web Coverage/Blogs (Medical)Medpedia.comMedworm.comBuffalo.eduMiscAAP December E-NewsletterFreeLibrary.comFindarticles.com

Twitter Updates252TheGumFairy (84 followers)Guide on oral-systemic health debuts. Colgate-Palmolive releases: Periodontal Disease & Overall Health:Clinician’s Guide http://ow.ly/3eps912:04 PM Nov 23rd, 2010 via HootSuitePeriowave (619 followers)Guide on oral-systemic health debuts. Colgate-Palmolive releases: Periodontal Disease & Overall Health:Clinician’s Guide http://ow.ly/3eps912:04 PM Nov 23rd, 2010 via HootSuiteRetweeted by TheGumFairy and 1 other

253Estimated ResultsPrint Impressions 675,764 Print Earned Media $24,403Online Impressions 258,523 Online Earned Media $12,330Social Media/Blogs/Newsletter 3,823Total Impressions* 938,110 Total Earned Media* $38,2331256 page views through 2010 (www.colgateprofessional.com/colgateoralsystemic)*Impressions determined by print circulation and average monthly website viewers. Earned media determined by cost of placing one quarter page ad in publications and sites that sell advertising. Earned media costs do not include social media such as blogs or Twitter.

Case Study - GlaxoSmithKline Alli Drug

GlaxoSmithKline Alli DrugDisease– ObesityProduct– Alli DrugObjective– Offer Support– Increase success of it’s customersSocial Vehicle– Community: www.myalli.com

GlaxoSmithKline Alli DrugFeatures– Discussion boards– Official Expert Dieticians– CouponsChallenges– Regulatory complianceOutcomes– Hundreds of thousands of members as well as thousands of message board posts

Grey 2 Day Leadership Aug2011

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