Revolutionize Your Direct Marketing with Social/Mobile! - 10 Strategies and 20 Case Studies
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2. Yosi N. Heber President Oxford Hill Partners, LLC October 3, 2011 Revolutionize Your Direct Marketing With Social Networking/Mobile! 10 Strategies & 24 Case Studies DMA 2011 – Boston
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7. Social Networking & Mobile Ten “Strategic Revenue Drivers” Brand’s Overall Web 2.0 Capabilities and Its Ability to Drive Revenue Initial Customer “Engagement” Customer Education & Entertainment 2 3 EQ Pulse™ – Web 2.0 Patent Pending Methodology Word of Mouth & Viral Active Customer “Participation” Cross Consumer “Interaction” 7 Personalization & Customization Mobility & Mobile Accessibility 8 = Brand Building & Branded “Advocacy” Inbound To Customer (Brand Push) = = Outbound From Customer (Consumer Push) Social Circle 1 4 5 6 10 Relationship Building & Customer Retention “ Call to Action” & Revenue Maximization 9
8. Customer Education & Entertainment 2 1 Initial Customer “Engagement” 3 “ Call to Action” & Revenue Maximization Word of Mouth & Viral Cross Consumer “Interaction” 7 Personalization & Customization Mobility & Mobile Accessibility 8 10 Relationship Building & Customer Retention Brand Building & Branded “Advocacy” Social Circle 4 5 6 9 Active Customer “Participation”
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10. Case Study #1 (Cont.) – Lunesta Sleep Aid – Paid Search Engine Marketing With Free Trial Incentive
11. Case Study #1 (Cont.) – Lunesta – Paid Search Engine Marketing With Custom Landing Page
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13. Case Study #2 Jet Blue Mobile QR Code Sweepstakes Snap Picture
66. Case Study #22 – J&J Baby Centre “Ovulation” Alerts Via Cell Phone
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69. Westgate Company (EQ Pulse ™ - Web 2.0 Example) average strong weak Initial Customer “Engagement” 5.5 - Average 1 Customer Entertainment & Education 7.9 - Strong Personalization & Customization 8.0 - Strong 7 Mobility & Mobile Accessibility 5.4 - Average 8 STRATEGIC SCORING OVERVIEW 4 6 3 2 5 “ Call to Action” & Revenue Maximization 6.8 - Strong Relationship Building & Customer Retention 3.9 - Weak 10 9 Active Customer “Participation” 4.2 Weak Word of Mouth & Viral 5.7 Average Brand Building & Branded “Advocacy” 3.9 Weak Cross Consumer “Interaction” 3.5 Weak Total Scores (1-100 Scale) Westgate = 52 Eastport = 77 Midway = 65 Best Practices = 78 52 = Inbound To Customer (Brand Push) = = Outbound From Customer (Consumer Push)
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72. EQ Pulse™ - Mobile – Patent Pending Methodology Mobile Marketing “Strategic” Framework Mobile’s Ten Strategic Engagement & Revenue Drivers Social Networking & Word of Mouth 8 Mobile Engagement & Customer Acquisition 1 First Impression & Handheld Navigation 2 6 Call to Action & Revenue Maximization Brand’s Overall Mobile Potency & its Ability to Drive Revenue = 7 Customer Retention & Relationship Building Location Specific Marketing 9 Mobile Utility Entertainment Value & Stickiness 4 Internal Cost Reduction 10 Brand Building & Product Merchandising 5 Timely Information & Making Lives Easier 3