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October 4, 2011 Boston Geoffrey Ramsey Vipin Mayar TWITTER: @vipinmayar TWITTER: @geofframsey #digitalimpact #dma2011

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Can you identify with these two fundamental problems?: <ul><li>Lack of adequate metrics and measurement systems to drive marketing performance </li></ul><ul><li>Frustration with how to effectively engage online consumers, who have short attention spans, face abundant choices and are increasingly resistant to advertising messages </li></ul>Secret #1 is all about the need for Performance Measurement…

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Marketers view of performance measurement “ The challenge is – ‘Prove to me that marketing works’… that the investments are paying back in both short- and long-term deliverables.” --Bob Liodice, CEO, ANA “ What’s at stake here?”

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$1 Trillion Total Marketing “Communications” (VSS, Myers, PwC, etc) $368 Billion Advertising & Marketing (Outsell) $157 Billion “ Media” Advertising (eMarketer) $31 B Digital (eMarketer) <ul><li>Internet as “Hub” </li></ul><ul><li>Consumer time & engagement </li></ul><ul><li>Huge purchase influence </li></ul><ul><li>Media measurement “hook” </li></ul><ul><li>= 20% of total media in 2011, and will surpass all print in 2012 </li></ul><ul><li>Power of one media to rule them all! </li></ul>

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20.2% Deutsche Bank……. 18.0% Barclays................... 16.5% MAGNAGLOBAL….. 15.6% PwC…………………. 15.5% Morgan Stanley……. 14.8% Citi…………….......... 14.6% Winterberry Group…. 14.0% IDC…………………… 13.8% WARC…..….. ………. 12.7% ZenithOptimedia……. 12.6% GroupM……………… 12.0% 1 st Half +23%

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Total DM Spending Growth in 2011: +5.6% Total Media Spending Growth in 2011: +1.4% Where is the digital growth coming from?

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Secret #2 gets at the problem of engagement with digital consumers

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4.4% 43% of consumers say they ignore or disregard banner ads more than any other type of ad. Source: AdweekMedia/Harris Poll, October, 2010

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The classic interruption/disruption model of advertising is waning… We interrupt this program to sell you stuff We interrupt this programming to sell you stuff! “ We need to create experiences , not just sponsor content.” -- Frank Cooper, CMO, Pepsi “ Advertising is no longer about blasting the most messages to the most people. Instead, it’s about this: Ideas that spread, win.” --Seth Godin “ Marketers are focusing on creating Magnetic Content – so entertaining, relevant, informative or useful – it demands the consumer’s time and attention.”

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“ It’s more about ATTRACTION, rather than DISTRACTION.”

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The Magnetic Content approach turns targeting on its head.

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20% off Mens ’ Jeans 2-for-1 Sale!

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What about B2B? Does content as marketing work in the B2B world?

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Five Criteria for Magnetic Content <ul><li>Is the content Unique ? </li></ul><ul><li>Is it Useful ? </li></ul><ul><li>Is it Well Executed ? </li></ul><ul><li>Is it Fun ? </li></ul><ul><li>Does it make good use of the channel in which it appears? </li></ul>Ask yourself, “ Would I personally want to receive this content, and share it with others? ” Is it Unique? Fun? Well Executed?

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Is it Useful? Is it working?!

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Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Time on Page Page CTR Circular Paths Exit Rate Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comments Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Only 7 Key Metrics to Master Time on Page Page CTR Circular Paths Exit Rate Too many metrics… the big challenge is deciding the right metrics

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Start with the measurement framework Perceptual & Behavioral Outcomes Financial Outcomes Marketing Investment LINKAGE LINKAGE LINKAGE e.g., Qualified Reach e.g., Brand Perception Lift, Engagement Score e.g., ROI Low level measures related to the performance of individual channels Higher level metrics related to longer term changes in brand health Highest level metrics used to quantify business performance Linkages are crucial, not just a report card Engagement Score?

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Engagement Score aligned to the objectives of the content Recommend , referrals Profiles, Upload pictures Send to friend, Social media Signup, Email, Coupon, WTB Rate, Vote, Add comments Play videos, Demos Content, Pictures HIGHER VALUE LOWER VALUE Engagement Value Continuum Advocate

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Illustrative example for mapping Engagement Scores 1 Point 1 Point 1 Point 1 Point 1 Point 2 Points 1 Point 2 Points 3 Points 3 Points 2 Points 3 Points 1 Point 2 Points 2 Points 1 Point 1 Point 2 Points

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Ultimately, you want to get all your Exposure, Strategic & Financial metrics onto a Dashboard

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Applying Magnetic Content and Performance Measurement to the Six Digital Channels Social Mobile

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Digital Channel#1: Social Media Social Media: Connections that Count How big is social networking today?

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89% are on email 232 million Americans, or 74%, are online today Source: eMarketer, 2011 TWITTER: @geofframsey 76% are buying online 64% are social networking 11% Twittering 83% are using search engines 68% are watching online video

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Social media ad spending will grow 37% this year 9% of total US online ad spend It ’ s less about buying social media, and more about how you can earn and own it! It ’ s all a matter of TRUST Consumers trust each other more than they do marketers

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Four best practices for Magnetizing customers through social media <ul><li>Leverage the secret ingredient: Trust </li></ul><ul><li>Listening leads to learning </li></ul><ul><li>Add Value to the conversation (ala Magnetic Content!) </li></ul><ul><li>Focus on your Core Enthusiasts </li></ul>68% of Facebook users are more likely to buy a product or visit a retailer based on a positive FB friend referral --Morpace, 2010

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How can you leverage trust through social media? <ul><li>Let your fans come to your rescue </li></ul><ul><li>Allow for customer ratings & reviews </li></ul>“ terrible service!” “ negligent!” “ #%@!!!” “ Our customers are our best salespeople!” -- Colleen Gatlin, Intuit “… accept the apology like an adult.” When customers finish their taxes, they are prompted to share their reviews on Facebook and Twitter These social updates generate 4X the click-through rate of a typical banner ad, and convert 30% more often than those who click on regular TurboTax ads

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<ul><li>Learn how consumers talk about your brand, product or service category </li></ul><ul><ul><li>Notice what words and language they use </li></ul></ul><ul><ul><li>Learn about their interests and intentions </li></ul></ul><ul><li>Discover real or perceived problems with your product or customer service </li></ul>#2. Listening leads to Learning C.L.O. A personal story about listening…

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New strategy… ESCALATE

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Adobe, I hope you’re listening, because I’ve got a problem…

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#3. Add value to the conversation…

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Sometimes, the best Magnetic Content comes from your best customers. Which is why you should: #4. Focus on Your Fans. Unique Useful Well executed Fun Great use of channel

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#4. Focus on Your Brand Fans: Prospects Customers CORE FANS Find them via Social Media CORE Nurture them carefully Empower them to share <ul><li>Consumers Who “Like” or Follow a Brand: </li></ul><ul><li>Are more likely to buy 1, 2, 3 …………………. 51% </li></ul><ul><li>Are more likely to recommend 1, 2, 3 ……..…. 60% </li></ul><ul><li>Are more likely to be loyal to the brand 3 …. 34% </li></ul><ul><li>Sources: 1) Chadwick Martin Bailey, Mar, 2010; 2) ROI Research, June, 2011; 3) DDB Worldwide and OpionWayResearch, Oct, 2011 </li></ul>

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SHARPIE: Finding Fans. Empowering Them. Nurturing Them. Viewed 62 million times on YouTube

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% of marketers saying their ability to measure ROI for media channel is “good” Social media 19% Paid search 54% N = 567 global marketers,2010 E-mail marketing (acq) 53% Online display 37% TV 21% Newsp/Mags 20% <ul><li>Less than 1/4 of US marketers are measuring the direct ROI of their social media efforts </li></ul><ul><li>MENG................................. 12% </li></ul><ul><li>White Horse……................. 13% </li></ul><ul><li>Econsultancy........................ 19% </li></ul><ul><li>Alterian…………………….... 21% </li></ul><ul><li>Harvard Business Review… 24% </li></ul>

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Applying our framework to social media Perceptual & Behavioral Outcomes Financial Outcomes Marketing Investment LINKAGE LINKAGE LINKAGE This is not the end game! Conduct post-visit surveys with an exposed vs. control group to determine lift in brand perceptions <ul><li>To get to “ROI,” you need visibility into actual buying activity: </li></ul><ul><li>Self-stated purchases; </li></ul><ul><li>Matching to a transaction database; </li></ul><ul><li>Capturing online purchases </li></ul>

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Insert short video. Cut2 mts to 45 secs

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ROI approach illustrated with an example Consumers Incremental Sales Lift Incremental Revenue Cost ROI Value $1,480,449 6 to 1 77,753 $10,457,414 500,000 Profit $8,019,414 Primary goal Acquire new prescriptions Incremental sales from test Sales data obtained from panel Approach Used panels for, incremental prescriptions Prescriptions X price Price X margin Loaded costs Profit/costs Unique visitors Viewing content

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Digital Channel #2 Mobile: The Anytime, Anywhere Channel

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Global execs see multiple devices and platforms as a key trend impacting their business

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½ of marketers have mobile in their upcoming advertising plans… 51% 51% Source: IAB survey conducted by Ovum among 300 US firms, 2011 Source: Chief Marketer survey among 681 B2B and B2C marketers, 2011

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? John Von Neumann: “ There’s no sense in being precise when you don’t even know what you’re talking about.” $1.2 B <ul><li>Spending Growth in 2011 </li></ul><ul><ul><li>65% </li></ul></ul><ul><ul><li>--eMarketer, 2011 </li></ul></ul>

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TV: 4 hrs, 24 mins Internet: 2 hrs, 35 mins Mobile: 50 mins Newspapers: 30 mins Magazines: 20 mins Smartphones = 38% of US mobile users Mobile Search Mobile Video Mobile Social Mobile Gaming Mobile Apps Mobile Coupons

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The biggest obstacle for mobile marketers is also the biggest opportunity: “ Excuse me?!”

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Why marketers love mobile marketing… “ Mobile works best when it plays a supportive, additive role to other media.”

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Use mobile as an additive , integrated channel… … to track , measure and enhance other media efforts Pepsi Max #34520 “ Mobile can add two new exciting dimensions to your marketing efforts.” --Noah Elkin, eMarketer Mobile coupon redemption rates can often reach 20%

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Space Time While in stores, consumers are using their phones to compare prices, evaluate products and check in with trusted friends… = intent … This creates rich opportunities to reach consumers just when they are at the point of making a decision. “ Think of the real-time integration opportunities for combining geo-location technology, email and social media!”

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Think before you app! Think about the consumers ’ needs Think Utility , Think Fun ! Remember, you’re not just competing with other marketers, you’re competing with thousands of app developers for the consumers’ time and attention

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What about measurement for mobile? MMA/Google/Ipsos Survey, 2011: 41% of global marketers said they were not investing in mobile because of uncertainty about ROI King Fish Media Survey, 2011: 63% of US marketers either a) hadn’t measured the ROI of their mobile campaigns or b) simply had no idea what it was Chief Marketer Survey: 51% of mobile marketers are relying on clicks to measure campaign success!

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Only about a 1/3 of marketers are integrating mobile with their cross-platform media strategies Source: IAB survey conducted by Ovum, based on average of seven industry categories, June, 2011 Source: Chief Marketer survey among 681 B2B and B2C marketers, May, 2011 37% 29%*

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Start with the measurement framework Perceptual & Behavioral Outcomes Financial Outcomes Marketing Investment LINKAGE LINKAGE LINKAGE e.g., Qualified Reach i.e., End Action Rate e.g., ROI Linkages are crucial, not just a report card Some kind of conversion: registration, coupon redemption, trial, email sign-up, purchase, etc. <ul><li>Look at this in terms of Sales “Incrementality”: </li></ul><ul><li>Increase in # of transactions and transaction size; </li></ul><ul><li>Increase in # of customers; </li></ul><ul><li>Additional revenue from m-commerce </li></ul>

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Believe in the Magic of Engaging and Measuring “ Thank You” VIPIN TWITTER: @vipinmayar GEOFF TWITTER: @geofframsey #digitalimpact #dma2011