as presented by Adam Lavelle, Chief Strategy Officer, iCrossing

1. An update from iCrossing U.S.
Adam Lavelle, Chief Strategy Officer
May, 2011

6. This presentation can also be known as...
- Connectedness
- Marketing in a real time world
- Brands have to ‘publish or die’
or...
how i learned to stop hating and love daily, frenetic, crazy change

7. Marketing is only getting more complex.

8. There has never been more potential to
drive measurable marketing results.

10. We are only in the ‘third inning’

11. Significant shifts continue to have impact

12. Imbalances provide opportunities

13. Last year, this was just getting started...

14. Not that i was an oracle or anything...

15. But it’s radical, overwhelming change

16. A brief history of media
Thank you Brian Haven @birdahonk

17. CAVE DRAWINGS
10,000 BC – 5,000 BC

18. CAVE DRAWINGS
4,000s BC

19. CAVE DRAWINGS
3,000s BC

20. PAPYRUS
STONE TABLETS
CAVE DRAWINGS
Development Of
Languages &
Societies FIRESIDE CHAT
2,000s BC

21. PAPYRUS
PAPER
FIRESIDE CHAT
BAZAAR / MARKETPLACE
TOWN CRIER
CARTS & SIGNS
2,000 BC – 0 AD

22. PAPER
FIRESIDE CHAT
BAZAAR / MARKETPLACE
TOWN CRIER
CARTS & SIGNS
0 AD - 500

23. PAPER
FIRESIDE CHAT
BAZAAR / MARKETPLACE
TOWN CRIER
CARTS & SIGNS
500 – 1000

24. PAPER
Gutenberg Printing Press
BOOKS / POSTERS / HANDBILLS
FIRESIDE CHAT
BAZAAR / MARKETPLACE
TOWN CRIER
CARTS & SIGNS
1000 – 1450s

25. PAPER
BOOKS / POSTERS / HANDBILLS
FIRESIDE CHAT
BAZAAR / MARKETPLACE
TOWN CRIER
CARTS & SIGNS
1500s 1600s 1700s 1800

26. DAWN OF THE INDUSTRIAL REVOLUTION
Steam Power Internal Combustion Engine
Railroads Electrical Power
COUPONS
PR
TELEGRAPH / TELEPHONE
BOOKS / MAGAZINES
First Newspaper Ad
NEWSPAPERS
BAZAAR / MARKETPLACE
BILLBOARDS
1836 1850s 1864 1867 1888

27. WAR PROPAGANDA
DOOR-TO-DOOR SALES
COUPONS
TUPPERWARE PARTIES
PR
YELLOW PAGES
TELEPHONE
TELEMARKETING
BOOKS / MAGAZINES
NEWSPAPERS
CLASSIFIED ADS
BILLBOARDS
CONSUMER GOODS & PRODUCT PACKAGING
PRODUCT PLACEMENT
RADIO ADS
TV ADS
20th 1920s 1940s 1950s
CENTURY

28. GOLDEN AGE OF ADVERTISING
SWEEPSTAKES DATABASE MARKETING
DOOR-TO-DOOR SALES DIRECT MAIL
GUERILLA MARKETING
COUPONS PERSONAL COMPUTERS
TUPPERWARE PARTIES CABLE TV
PR HOME SHOPPING CHANNELS
YELLOW PAGES ELECTRONIC BBS
TELEPHONE EMAIL
TELEMARKETING COMPUTER SPAM
BOOKS / MAGAZINES
NEWSPAPERS SWEEPSTAKES
DOOR-TO-DOOR SALES
CLASSIFIED ADS COUPONS
“TUPPERWARE PARTY” / MULTI-LEVEL MARKETING
PR
YELLOW PAGES
BILLBOARDS TELEPHONE
TELEMARKETING
BOOKS / MAGAZINES
PRODUCT PACKAGING NEWSPAPERS
CLASSIFIED ADS
PRODUCT PLACEMENT BILLBOARDS
PRODUCT PACKAGING
RADIO ADS PRODUCT PLACEMENT
RADIO ADS
TV ADS TV ADS
1960s 1970s 1980s

29. DOTCOM BOOM
DATABASE MARKETING WWW / WEB SITES
SEARCH ENGINES
DIRECT MAIL CRM
GUERILLA MARKETING ECOMMERCE
COMPARISON SHOPPING
PERSONAL COMPUTERS ONLINE MARKETS (AMAZON)
ONLINE AUCTIONS (EBAY)
CABLE TV WEB DISPLAY ADVERTISING
HOME SHOPPING CHANNELS TIVO
LONG TAIL / NICHE
ELECTRONIC BBS DATABASE MARKETING
DIRECT MAIL
EMAIL GUERILLA MARKETING
PERSONAL COMPUTERS
COMPUTER SPAM CABLE TV
HOME SHOPPING CHANNELS
ELECTRONIC BBS
EMAIL
COMPUTER SPAM
SWEEPSTAKES
DOOR-TO-DOOR SALES
COUPONS
MULTI-LEVEL MARKETING
PR
YELLOW PAGES
TELEPHONE
TELEMARKETING
BOOKS / MAGAZINES
NEWSPAPERS
CLASSIFIED ADS
BILLBOARDS
PRODUCT PACKAGING
PRODUCT PLACEMENT
RADIO ADS
TV ADS
1990s

30. DOTCOM BUST SOCIALIZATION OF THE WEB
WWW / WEB SITES
SEARCH ENGINES
CRM
ECOMMERCE
COMPARISON SHOPPING
ONLINE MARKETS (AMAZON)
ONLINE AUCTIONS (EBAY)
“Irrational Exuberance”
WEB DISPLAY ADVERTISING
TIVO
LONG TAIL / NICHE
BLOGS
DATABASE MARKETING
SEARCH MARKETING
DIRECT MAIL
PODCASTING
GUERILLA MARKETING
ONLINE VIDEO
PERSONAL COMPUTERS
VIDEO GAMES (WEB)
CABLE TV
HOME SHOPPING CHANNELS MOBILE PHONES (POPULARIZED)
CROWDSOURCING
ELECTRONIC BBS
SOCIAL NETWORKS
EMAIL
WIKIS
COMPUTER SPAM
TWITTER
SWEEPSTAKES
WWW / WEB SITES
DOOR-TO-DOOR SALES SEARCH ENGINES
CRM
COUPONS ECOMMERCE
COMPARISON SHOPPING
MULTI-LEVEL MARKETING ONLINE MARKETS (AMAZON)
ONLINE AUCTIONS (EBAY)
WEB DISPLAY ADVERTISING
PR TIVO
LONG TAIL / NICHE
YELLOW PAGES DATABASE MARKETING
DIRECT MAIL
GUERILLA MARKETING
TELEPHONE PERSONAL COMPUTERS
CABLE TV
TELEMARKETING HOME SHOPPING CHANNELS
ELECTRONIC BBS
BOOKS / MAGAZINES EMAIL
COMPUTER SPAM
SWEEPSTAKES
NEWSPAPERS DOOR-TO-DOOR SALES
COUPONS
CLASSIFIED ADS MULTI-LEVEL MARKETING
PUBLIC RELATIONS
YELLOW PAGES
BILLBOARDS TELEPHONE
TELEMARKETING
PRODUCT PACKAGING BOOKS / MAGAZINES
NEWSPAPERS
PRODUCT PLACEMENT CLASSIFIED ADS
BILLBOARDS
PRODUCT PACKAGING
RADIO ADS PRODUCT PLACEMENT
RADIO ADS
TV ADS TV ADS
2000s

31. LOCATION AWARENESS, MOBILITY, RETAIL HACKING
DIGITAL VIDEO STREAMING
DIGITAL SETTOP BOXES
GAMING CONSOLES
SMARTPHONES
TABLETS
GESTURE INTERFACE DEVICES
BODY INTERFACES / WEARABLE COMPUTING
AUGMENTED REALITY
SEMANTIC WEB
FLASH DEALS
FLASH MOBS
CURATED CONTENT SERVICES
LOCATION AWARENESS
POPUP STORES
RETAIL ENTERTAINMENT
BLOGS LOCALIZED EXPERIENCES
CROWD ACTIVATED COUPONS
SEARCH MARKETING FOURSQUARE / GOWALLA / LOOPT
YELP
OPEN TABLE
PODCASTING QUORA
VIRTUAL SHOW & TELL
ONLINE VIDEO VIRTUAL STYLIST
DEMOCRATIZED PAYMENTS
VIDEO GAMES (WEB) NEAR-FIELD COMMUNICATIONS
THIRD-PARTY LAYERED EXPERIENCES
CUSTOMER SERVICE HACKS
MOBILE PHONES (POPULARIZED)
CROWDSOURCING BLOGS
SEARCH MARKETING
PODCASTING
SOCIAL NETWORKS ONLINE VIDEO
VIDEO GAMES (WEB)
WIKIS MOBILE PHONES
CROWDSOURCING
TWITTER SOCIAL NETWORKS
WIKIS
TWITTER
WWW / WEB SITES
SEARCH ENGINES
CRM
ECOMMERCE
COMPARISON SHOPPING
ONLINE MARKETS (AMAZON)
ONLINE AUCTIONS (EBAY)
WEB DISPLAY ADVERTISING
TIVO
LONG TAIL / NICHE
DATABASE MARKETING
DIRECT MAIL
GUERILLA MARKETING
PERSONAL COMPUTERS
CABLE TV
HOME SHOPPING CHANNELS
EMAIL
COMPUTER SPAM
SWEEPSTAKES
COUPONS
MULTI-LEVEL MARKETING
PUBLIC RELATIONS
TELEPHONE
TELEMARKETING
BOOKS / MAGAZINES
NEWSPAPERS
BILLBOARDS
PRODUCT PACKAGING
PRODUCT PLACEMENT
RADIO ADS
TV ADS
2008 2010

32. THE EPOCH OF BIEBER
DIGITAL VIDEO STREAMING
DIGITAL SETTOP BOXES
GAMING CONSOLES
SMARTPHONES
TABLETS
GESTURE INTERFACE DEVICES
BODY INTERFACES / WEARABLE COMPUTING
AUGMENTED REALITY
SEMANTIC WEB
FLASH DEALS
FLASH MOBS
CURATED CONTENT SERVICES
LOCATION AWARENESS
POPUP STORES
RETAIL ENTERTAINMENT
LOCALIZED EXPERIENCES
CROWD ACTIVATED COUPONS
FOURSQUARE / GOWALLA / LOOPT
YELP
OPEN TABLE
QUORA
VIRTUAL SHOW & TELL
VIRTUAL STYLIST
DEMOCRATIZED PAYMENTS
NEAR-FIELD COMMUNICATIONS
THIRD-PARTY LAYERED EXPERIENCES
CUSTOMER SERVICE HACKS
GREAT
BLOGS
SEARCH MARKETING PUBLICIST BIEBERTUBE
WARS
PODCASTING
ONLINE VIDEO
VIDEO GAMES (WEB)
MOBILE PHONES
CROWDSOURCING
SOCIAL NETWORKS
WIKIS
TWITTER
WWW / WEB SITES
SEARCH ENGINES
CRM
ECOMMERCE
COMPARISON SHOPPING
ONLINE MARKETS (AMAZON)
ONLINE AUCTIONS (EBAY)
WEB DISPLAY ADVERTISING
TIVO
LONG TAIL / NICHE
DATABASE MARKETING
DIRECT MAIL
GUERILLA MARKETING
PERSONAL COMPUTERS
CABLE TV
HOME SHOPPING CHANNELS
EMAIL
COMPUTER SPAM
SWEEPSTAKES
COUPONS
MULTI-LEVEL MARKETING
PUBLIC RELATIONS
TELEPHONE
TELEMARKETING
BOOKS / MAGAZINES
NEWSPAPERS
BILLBOARDS
PRODUCT PACKAGING
PRODUCT PLACEMENT
RADIO ADS
TV ADS
2011 2012 December 21, 2012

33. LOCATION AWARENESS, MOBILITY, RETAIL HACKING
DIGITAL VIDEO STREAMING
DIGITAL SETTOP BOXES
GAMING CONSOLES
SMARTPHONES
TABLETS
GESTURE INTERFACE DEVICES
BODY INTERFACES / WEARABLE COMPUTING
AUGMENTED REALITY
SEMANTIC WEB
FLASH DEALS
FLASH MOBS
CURATED CONTENT SERVICES
LOCATION AWARENESS
POPUP STORES
RETAIL ENTERTAINMENT
BLOGS LOCALIZED EXPERIENCES
CROWD ACTIVATED COUPONS
SEARCH MARKETING FOURSQUARE / GOWALLA / LOOPT
YELP
OPEN TABLE
PODCASTING QUORA
VIRTUAL SHOW & TELL
ONLINE VIDEO VIRTUAL STYLIST
DEMOCRATIZED PAYMENTS
VIDEO GAMES (WEB) NEAR-FIELD COMMUNICATIONS
THIRD-PARTY LAYERED EXPERIENCES
CUSTOMER SERVICE HACKS
MOBILE PHONES (POPULARIZED)
CROWDSOURCING BLOGS
SEARCH MARKETING
PODCASTING
SOCIAL NETWORKS ONLINE VIDEO
VIDEO GAMES (WEB)
WIKIS MOBILE PHONES
CROWDSOURCING
TWITTER SOCIAL NETWORKS
WIKIS
TWITTER
WWW / WEB SITES
SEARCH ENGINES
CRM
ECOMMERCE
COMPARISON SHOPPING
ONLINE MARKETS (AMAZON)
ONLINE AUCTIONS (EBAY)
WEB DISPLAY ADVERTISING
TIVO
LONG TAIL / NICHE
DATABASE MARKETING
DIRECT MAIL
GUERILLA MARKETING
PERSONAL COMPUTERS
CABLE TV
HOME SHOPPING CHANNELS
EMAIL
COMPUTER SPAM
SWEEPSTAKES
COUPONS
MULTI-LEVEL MARKETING
PUBLIC RELATIONS
TELEPHONE
TELEMARKETING
BOOKS / MAGAZINES
NEWSPAPERS
BILLBOARDS
PRODUCT PACKAGING
PRODUCT PLACEMENT
RADIO ADS
TV ADS
2008 2010

34. Source: Forrester

35. Source: Forrester

36. We are in the midst of the next leap…
Connected
Coordinated
eBusiness Marketing
Marketing
3.0
Transactional Channel
Transactional Integrated
Optimizers
Marketing Marketing
2.0
Brochureware Consistency Digital
1.0 Marketing “Experiences”
Experiential
Source: Forrester

37. What is connectedness?
Connectedness is how to do
marketing in a networked world.
Focusing on audiences not targets,
engaging in dialogue not shouting,
and developing trust that lasts.
Source: Forrester

38. It means rethinking how we get brand attention
•Paid search
Call
center
TV
ads
Point
•Display advertising
•Affiliate marketing
of
Print
sale
ads
Display
Radio
ads •Sponsorships
ads
Direct
mail
SEM
Bought
Website
SEO
•Natural Search
Landing
pages
Onsite
UGC
•Social Media Website
•Paid advertising
•Press coverage (mobile)
•Website content
Earned Owned
Word
of
•Link exchange mouth
•Messaging
Widgets
partnership Twitter
•Utilities
•Editorial Digital •Custom publishing
•PR
video
Other
blogs •Advertorials
Gadgets
Facebook
PR eMail
Source: Forrester

39. Understanding the consumer experience through attribution
Better insights into consumers’ touch points with the brand create new opportunities to optimization messaging and budgets for
marketing channels depending on customers’ stage in the funnel.
Display Ad Paid Search Paid Search Direct to
Display Ad
(Non-Branded) (Branded) Site
Natural
impression click Search
click click registration
A possible customer path to contact – which gets credit?
Attribution Display Paid Natural Paid Direct
Last Click -- -- -- -- 100%
First Click 100% -- -- -- --
Even 20% 20% 20% 20% 20%
Random 12.5% 12.5% 12.5% 12.5% 50%
Custom tbd tbd tbd tbd tbd
Source: Forrester

40. The big shift

41. The connected success for ‘connected’
A framework for
playbook
success

42. Building an Insights Platform
Source: Forrester

43. Elements of the ‘playbook’
- Communication Policy on Third Party Websites
- Employee Participation in Social Media
- Tactical Guidelines Overview
- Social Space Vanity URLs and Naming Conventions
Facebook Twitter
•
Design
•
Design
•
Tactical Guidelines
•
Overview of Community Manager Role
•
Links to more information/tutorials
•
Rules of Engagement
•
Community Management
•
Daily Activity List
•
Rules of Engagement
•
Voice/Tone
•
User-Generated Content Moderation
•
Best Practices
•
Daily Activity Task List
•
Off Limits Topics
•
Voice/Tone
•
Escalation Policy
•
Best Practices
•
Link Sources & Content
•
Off-Limit Topics
•
Growing the Twitter community
•
Escalation Policy
•
Gaining Followers
•
Content & Link Sources
•
Increasing Visibility with Hash Tags
•
Growing the Facebook Community
•
Using Hash Tags
•
Measurement
•
Cross-Marketing Channel Integration
•
Measurement

44. The content continuum

45. The velocity of content creation

46. Managing an ecosystem, a network

47. Our process: Strategy, Execution, and Metrics
Insights & Strategy
Linguistic profiling, experiential mapping, conversation monitoring,
strategic approach, content development and community architecture,
editorial calendar,
legal/governance plan
Execution
Content acceleration
SEO activities
Community management
Connected Measurement
CMD implementation and ongoing reporting feeds and agile, adaptive
content and community strategy, and ultimately execution activities for
search and social
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 47

48. Driving content and engagement programs
Synthesis,
analysis &
Insights Brief
SEO data Insights
Evaluate
Platform
performance
cycle
SEM data
Social data
Site Analytics Execute Strategy
against the adaptation &
Optimization development
New Product Opportunities
Audience segmentation data Deliver
Tactical plan
Strategic
development
Optimization
Ongoing insights fuel adaptive content strategy & real-time execution,
allowing us to capitalize on opportunities as they arise in search, site and social
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 48

49. Our Live Media Studio accelerates development
The Live Media Studio
Editorial Engagement
• Emmy award winning Planning Planning • WOMMA trained
editors audience managers
• Emmy nominated
producers
Content
Development Audience
(Bloggers, vloggers, video Management
content)
Real-time Production
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 49

50. Activating the strategic process
The strategic process is activated on a quarterly basis, informing optimized execution
tactics with fresh insights and data
An Insights Platform is a set of research and analysis activities, informed by
Insights Platform stakeholder interviews and client goals, that are conducted on recurring
cycles as part of an adaptive strategy and execution program
Each quarter an Optimization Plan is crafted, consisting of a performance
Quarterly Strategy report, strategic recommendations or direction, and tactical 90 day execution
Development plan and editorial calendar– creating continuity between performance,
strategy and execution
As part of the Optimization Plan, a tactical calendar is created to guide
execution for the next 90 days. Tactics across channels are aligned and
90 day
structured to create synergy and Connectedness. Content production and
Execution Cycles publication are primary activities, supported by engagement activities, SEO,
SEM, Display and other media executions
The measurement dashboard provides crucial cross-channel and content
Measurement
performance data which feeds the Insights Platform, and in turn strategic
Dashboard development
COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 50

51. We’re facilitating part of the conversation
thecontentlab.icrossing.com
@TheContentLab
Source: Forrester