Notes Version: Revolutionize Your Direct Marketing with SocialMobile! - 10 Strategies and 20 Case Studies

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Notes Version: Revolutionize Your Direct Marketing with SocialMobile! - 10 Strategies and 20 Case Studies

  1. 1. © Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. Revolutionize Your Direct Marketing With Social Networking/Mobile! 10 Strategies & 24 Case Studies DMA 2011 – Boston October 3, 2011 Yosi N. Heber President Oxford Hill Partners, LLC What We’ll Cover Today  The Opportunity to Broaden Your Existing Direct Marketing Efforts  A “Framework” for Strategic Digital Revenue Growth – Social/Mobile’s “Ten Strategic Revenue Drivers”  Twenty-four Mini Case Studies – Illustrating the Ten Drivers  Leveraging the “Social Circle” for Word of Mouth.  The “EQ Pulse™” – Web 2.0 Strategic Framework  Big Picture Example & Case Study  The World of Mobile Marketing  A New Mobile Marketing “Framework”  How to Apply these Principles to Your Business *Time for Q & A at the End*© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 3
  2. 2. Oxford Hill Partners, LLC – What We Do Oxford Hill Partners, LLC is a strategic marketing firm which advises companies with executive level general management and marketing strategy, and the integration of new digital media into their overall business. Our patent pending EQ Pulse™ and EQ Pulse™ – Web 2.0 analytic processes have already been conducted for hundreds of brands around the globe. We’ve been brought in by twenty five of the largest and well known multinational companies in the world to provide marketing, branding, sales, organizational, financial, website, digital, Web 2.0, and general strategy advice:  Air Cell  Nestle  American Standard  Novartis Consumer Health  Cherry Aerospace  Pitney Bowes  Clorox Company  Procter & Gamble  Con Agra Foods  Reader’s Digest  Dannon Company  Reckitt Benckiser  Direct Marketing Assoc.  Rubbermaid/Graco  Harvard Drug Group  Textron Corporation  Krispy Kreme Doughnuts  Telezygology  Nelsons Dr. Bach  United Health Group© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 4 Our Thinking and Our Leadership Our “cutting edge” thinking has been featured around the world:  At Industry Conferences such as DMA, Conference Board, IIR, Ad:Tech, E-Metrics Summit, and Search Engine Strategies.  At Business Schools such as Harvard, Wharton and Columbia.  At in-house senior executive Corporate Seminars.  In well known publications such as Advertising Age, DM News and Wharton Publishing.  On a variety of podcasts and blogs such as Webmaster Radio, I-Media Connection and Podfeed. Yosi Heber (who founded OHP) has extensive senior level experience guiding some of the largest brands in the world:  Twenty three year track record including VP, CMO and General Management positions across multiple industries.  Fifteen years of classical consumer marketing including twelve at Kraft General Foods and Dannon (US and Europe). – Invented the $550 million kid yogurt category. – Grew Dannon Light to become America’s #1 yogurt. Was a pioneer in sales “category/customer management”. – Introduced most successful new kid cereal of the decade…Post Marshmallow Alpha Bits.  Ten years of extensive, profit generating, digital achievements including four years as CMO of IAC/InterActiveCorp’s Entertainment Division, part of Barry Diller’s internet marketing conglomerate where he worked with sister companies Expedia, Hotels.com, Lending Tree, Ticketmaster, and Match.com.  Wharton MBA  Board member – Wharton Global Consulting Practicum.© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 5 The Opportunity How do you take your existing Direct Marketing programs and widen their scope to leverage the power of social networking, word of mouth, and mobile to:  Better leverage your existing website?  Tap into the power of Web 2.0, social networking, word of mouth, and mobile to increase consumer engagement?  Help you generate significant new and incremental revenue for your business?  Drive incremental profit for your company?© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 6
  3. 3. Social Networking & Mobile Ten “Strategic Revenue Drivers” EQ Pulse™ – Web 2.0 Patent Pending Methodology 1 4 Initial 7 Customer Word of Mouth & Personalization“Engagement” & Viral Customization 3 5 9 2 Active Cross “Call to Action” Customer Consumer & Revenue Customer “Participation” “Interaction” Maximization Education & Entertainment 8 6 Mobility & Brand’s Brand Mobile Overall Building & Accessibility 10 Web 2.0 Branded Capabilities Relationship Inbound To Customer = (Brand Push) “Advocacy” Building & Customer = and Its Retention Ability to = Outbound From Customer (Consumer Push) Drive Revenue © Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 7 1 Initial 4 Customer 7 Word of “Engagement” Mouth & Personalization & Viral Customization 3 5 9 Active Cross “Call to Action” 2 Customer Consumer & Revenue “Participation” “Interaction Maximization ” 8 Customer 6 Mobility & Brand Mobile Education & Building & Accessibility 10 Entertainment Branded Relationship “Advocacy Building & ” Customer Retention © Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 8 Case Study #1 – Initial Customer “Engagement” – Cutting Edge Pharmaceutical Products Approach: Generate trial of a new product leveraging search engine marketing to provide a free incentive. Case Study: Lunesta Sleep Aid (Rx) © Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 9
  4. 4. Case Study #1 (Cont.) – Lunesta Sleep Aid – Paid Search Engine Marketing With Free Trial Incentive© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 10 Case Study #1 (Cont.) – Lunesta – Paid Search Engine Marketing With Custom Landing Page© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 11 Case Study #2 Creative Customer Engagement Via Mobile Devices Approach: Get people’s attention by requesting they take a picture of a “QR Code” with their mobile phone. – Phone returns with a video, more detailed product information, or a chance to win prizes. Case Study: Jet Blue’s “Win A Free Trip” QR Code Posters© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 12
  5. 5. Case Study #2 Jet Blue Mobile QR Code Sweepstakes Snap Picture© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 13 Case Study #3 Customer Education “On the Go” Approach: Leverage a creative iPhone “App” to solve a pressing issue which can’t wait until the customer gets home. Case Study: Clorox Stain Removal “Advisory” Tool – Mobile iPhone App© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 14 Case Study #3 Clorox My Stain – iPhone App© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 15
  6. 6. 4 Word of 1 Mouth & Viral 7 Initial Personalization Customer &“Engagement” Customization 3 5 9 Active Cross “Call to Action” Customer Consumer & Revenue 2 “Participation” “Interaction” Maximization Customer 8 Education & Mobility & Entertainment 6 Mobile Accessibility 10 Brand Building Relationship & Branded Building & “Advocacy” Customer Retention© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 16 4 Word of 7 1 Mouth & Personalization Initial Viral & Customer Customization “Engagement” 3 5 9 “Call to Action” Active Cross & Revenue 2 Consumer 8 Maximization Customer “Interaction” Customer Education & “Participation” Mobility & Entertainment Mobile Accessibility 10 6 Relationship Building & Brand Customer Building & Retention Branded “Advocacy”© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 17 Case Study #4 – Active Customer “Participation” – Consumer Generated Content Approach: Ask your loyal consumers to submit their own videos about your product. Case Study: Dove “Dare to Create A Short Film”© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 18
  7. 7. Case Study #4 (Cont.) – Dove – Consumer Generated Content “Dare To Create A Short Film”© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 19 Case Study #5 Customer “Participation” to Influence Major Issues Approach: Leverage Web 2.0/social networking to make it easy for constituents to influence core decision makers. Case Study: President Barack Obama’s Facebook page to influence the health reform debate.© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 20 Case Study #5 (Cont.) – President Obama’s Facebook Page – Tweet Senator on Health Care© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 21
  8. 8. Case Study #5 (Cont.) – Type Zip Code – Generates Automated Tweet to Your Senator© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 22 Case Study #6 Customer “Participation” – “Feel Good” Tools Approach: Allow customers to leverage cool tools and participate with the brand in ways beyond typical. Case Study: Air France “CO2 Calculator” to help reduce emissions.© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 23 Case Study #6 – Air France Green/Sustainability Calculator Tool© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 24
  9. 9. Case Study #6 Air France – Emissions Results and Ways to Offset© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 25 4 Word of 1 7 Mouth & Initial Viral Personalization Customer &“Engagement” Customization 3 5 9 Active Cross “Call to Action” Customer Consumer & Revenue 2 “Interaction” Maximization Customer “Participation” 8 Education & Mobility & 6 Entertainment Mobile Accessibility 10 Brand Relationship Building & Building & Branded Customer “Advocacy” Retention© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 26 Case Study #7 – Word of Mouth & Viral to Acquire New Customers Approach: Leverage a viral “tell-a-friend” functionality, and if your customers tell their friends, they get a reward. Case Study: Time Life – Europe© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 27
  10. 10. Case Study #7 – Time Life – Europe “Tell A Friend” with Reward© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 28 Case Study #8 Viral & Social Networking “Sales” Approach: Leverage Twitter to “tweet” about promotions and special deals. Case Study: Dell Computers – Dell Outlet ‒ Dell has sold over $5 million of excess inventory via this medium (at a cost of virtually zero).© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 29 Case Study #8 – Dell on Twitter Drove $5 Million in Revenue© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 30
  11. 11. Case Study #9 Viral & Social Networking “Sampling” Approach: Leverage Facebook to get loyal customers to tell others abut your product line extensions. Case Study: Starbucks – “Share a Pint of New Starbucks Ice Cream.”© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 31 Case Study #9 – Viral & Social Networking Sampling – Starbucks Ice Cream on Facebook© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 32 4 Word of 1 Mouth & 7 Initial Viral Personalization Customer &“Engagement” 5 Customization 3 9 Cross “Call to Action” Active Customer Consumer & Revenue 2 Maximization Customer “Participation” “Interaction” 8 Education & Mobility & Entertainment Mobile 6 Accessibility 10 Brand Relationship Building & Building & Customer Branded Retention “Advocacy”© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 33
  12. 12. Case Study #10 Cross Consumer Interaction – Blogs/Forums Approach: Create a non threatening community environment for consumers to discuss sensitive issues (and subtly sell your brand). Case Study: Procter & Gamble’s “Being Girl” website (Tampax & Always)  Now in 29 countries.  According to P&G, this community was four times as effective as TV advertising.© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 34 Case Study #10 – Cross Consumer “Interaction” – P&G Being Girl© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 35 Case Study #10 – Cross Consumer “Interaction” – P&G Being Girl© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 36
  13. 13. Case Study #11 Cross Consumer Interaction – Twitter Approach: Subtly plug your brand via a branded Twitter page. Case Study: Philadelphia Cream Cheese© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 37 Case Study #11 – Philadelphia Cream Cheese Twitter Page With “Subtle Sell” Uses cream cheese© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 38 4 1 Word of 7 Mouth & Initial Viral Personalization Customer &“Engagement” Customization 3 5 9 Active Cross “Call to Action” Customer Consumer & Revenue 2 “Participation” “Interaction” Maximization Customer 8 6 Education & Mobility & Entertainment Mobile Accessibility 10 Brand Relationship Building & Building & Customer Branded Retention “Advocacy”© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 39
  14. 14. Case Study #12 Brand Building & Branded Advocacy Approach: Create a viral web-based tool that allows you to sell products to more than just the one person who is shopping. Case Study: Dunkin’ Donuts – “Dunkin’ Run”© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 40 Case #12 Dunkin’ Donuts Dunkin’ Run at Work© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 41 Case Study #13 “Viral” B2B Humor Via You Tube Approach: Subtly leverage your brand name by disseminating a humorous viral video with content that is directly relevant to your target audience’s day to day challenges. Case Study: Blendtec  Their series of videos were seen by 60 million people and increased sales by 20% (at a cost of virtually zero).© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 42
  15. 15. Case Study #13 (Cont.) – You Tube – Humorous Video Blendtec Episode – 4,811,914 Views© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 43 Case Study #14 Branded Advocacy through Online Gaming Approach: Create a online game that relates to the brand’s mantra. – Consumers test their skills and engage in the brand by playing the game and involving their friends. Case Study: Maxwell House Coffee Machine Game – Cleverly focuses on their wide variety of flavors. – Subtly gets friends involved in the game to build the brand.© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 44 Case Study #14 – Maxwell House Coffee Machine – Flavor Variety & Viral Element© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 45
  16. 16. Case Study #14 (Cont.) Maxwell House Game – Success & Rewards© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 46 7 1 4 Initial Personalization Customer Word of & “Engagement” Mouth & Customization 9 Viral “Call to Action” 3 5 & Revenue Maximization 2 Active Cross Customer Consumer 8 Customer “Participation” “Interaction” Education & Entertainment 6 10 Mobility & Relationship Brand Mobile Building & Building & Accessibility Customer Branded Retention “Advocacy”© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 47 Case Study #15 Personalization & Customization Approach: Create a value added customized, socially oriented program that can be personalized for each customer’s individual needs. Case Study: Special K “Challenge”  According to Kellogg’s, the ROI from this digital program surpassed TV by a “Factor of 2.”© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 48
  17. 17. Case Study #15 – Special K – Multiple Personalization Features Plus Coaches and Community© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 49 Case Study #15 (Cont.) – Forums For Special Targets – Moms and Brides© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 50 Case Study #16 Mobility & Mobile Accessibility Approach: Offer relevant web services via iPhone Apps Case Study: Kraft Foods “I-Food Assistant” – iPhone App© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 51
  18. 18. Case #16 – Kraft “I-Food Assistant” Mobile Phone Applications© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 52 Case Study #17 Services on the Go Via Mobile Web Access Approach: Offer Key Website Content via mobile web so people can access product, technical, and pricing information as well as timely alerts on their mobile phone while they are away from their computer. Case Study: Cisco Systems© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 53 Case Study #17 – Cisco Systems Mobile Web – Mobile Access© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 54
  19. 19. Case Study #18 Relationship Building Via Text Messaging Approach: Leverage Mobile Phone “Text Messaging” to provide unique services that build ongoing relationships between the brand and its consumer target. Case Study: Ralston Purina© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 55 Case Study #18 – Ralston Go2Pets.com Mobile Text Pet Service Finder© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 56 Case Study #19 “Location Based” Mobile Services Approach: Leverage Location Based Services and provide incentives/rewards for people to “check in” with their mobile phone and tell their friends where they are. Case Study: Bergdorf Goodman/Neiman Marcus Foursquare Application with Rewards© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 57
  20. 20. #19 – Foursquare – Bergdorf/Neiman Marcus – Location Based Mobile Phone – Viral “Check In”© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 58 1 4 9 Initial 7 Customer Word of “Call to Action” Mouth & Personalization“Engagement” & & Revenue Viral Customization Maximization 3 5 2 Active Cross Customer Consumer Customer “Participation” “Interaction” Education & Entertainment 8 10 6 Mobility & Relationship Brand Mobile Accessibility Building & Building & Branded Customer “Advocacy” Retention© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 59 Case Study #20 Call to Action – To Drive In Store Traffic Approach: Provide deep discount incentives through the new social “daily deal” websites via Groupon or Living Social. Case Study: The Gap’s “$50 of Merchandise for $25” offer delivered via Groupon. – Sold over 445,000 coupons for over $11 Million. – Drove incredible traffic into Gap stores nationwide.© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 60
  21. 21. Case Study #20 – “Call to Action” Gap “Groupon” Deep Discount© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 61 Case Study #21 Revenue Maximization Via Cross Sell Approach: Cross Sell/Upsell Beyond the Initial Intended Purchase Case Study: Amazon.com© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 62 Case Study #21 Amazon – Revenue Maximization Via Cross Sell© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 63
  22. 22. Case Study #22 Enhance Existing Customer Relationships Approach:  Leverage e-mails with existing customers that inform, incentivize, and entertain.  Moms sign up and get customized e-mail tips, tools, and offers/subtle promotions for J&J Baby Products.  “Moms to be” can get ovulation alerts sent via mobile phone text messages. Case Study: Johnson & Johnson Baby Center© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 64 Case Study #22 J&J Baby Centre – E-Mail Newsletters© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 65 Case Study #22 – J&J Baby Centre “Ovulation” Alerts Via Cell Phone© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 66
  23. 23. How to Evaluate Your Existing Social/Mobile Efforts So how do you know if your company is doing a good job at leveraging these ten social/mobile revenue drivers and optimizing customer engagement?© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 67 Social/Mobile “Strategic” Evaluation Introducing Our New Patent Pending Solution, EQ Pulse™ - Web 2.0 :  The first, simple digital analytic methodology that provides a “30,000 foot” view of a brand’s OVERALL use of Web 2.0 marketing mediums including Social Networking, Word of Mouth and Mobile Marketing.  Total EQ Pulse™ - Web 2.0 score measures the overall effectiveness of Web 2.0 digital efforts across all drivers that can potentially increase revenue.  Similar to a “FICO” score that measures a person’s credit worthiness.  In evaluating over 160 best practices of the brand’s Web 2.0 digital efforts, we issue separate scores for each of ten, broad Web 2.0 strategic revenue driver categories. These help identify strengths, weaknesses and gaps vs. key competitors and vs. industry best practices.  We explore best practices such as social networking, word of mouth, mobile marketing, blogs, podcasting, online video and gaming, widgets, Facebook and YouTube presence, consumer generated content, community, personalization, wikis, and search 2.0, etc.  We then provide Actionable, Revenue Building Recommendations as well as visual, case study examples.© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 68 Westgate Company (EQ Pulse™ - Web 2.0 Example) STRATEGIC SCORING OVERVIEW Total Scores (1-100 Scale) Westgate = 52 Eastport = 77 1 4 7 Midway = 65 Best Practices = 78 Initial Word of Mouth Personalization Customer & Viral &“Engagement” 5.7 Customization Average5.5 - Average 8.0 - Strong 9 3 5 “Call to Action” Cross & Revenue 2 Active Maximization Customer Consumer 8 Customer “Participation” “Interaction” Entertainment Mobility & 6.8 - Strong 4.2 3.5 & Education Mobile Weak Weak Accessibility 7.9 - Strong 6 Brand Building 5.4 - Average 10 & Branded Relationship “Advocacy” Building & Customer = 52 = InboundPush) (Brand To Customer 3.9 strong Weak average Retention =Outbound From Customer (Consumer Push) weak 3.9 - Weak© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 69
  24. 24. WESTGATE COMPANY (EQ Pulse™ - Web 2.0 Example) Strategic Revenue Driver #3 – Active Customer “Participation” 0 5 10 Weak Westgate (4.2) Midway (6.2) Best Eastport Practices (8.8) Comments and Analysis: (7.9)  Eastport leveraged extensive online input gathering mechanisms including “Tell Us What You Think of Eastport.com” links, and “Add Your Own Testimonial” links sprinkled throughout the site. A number of these testimonials were prominently featured on the Eastport homepage. – Westgate and Midway did not ask consumers for feedback about their products, although Midway did feature an online “poll” about the benefits of the category.  Within the “blogosphere”, Eastport had the most mentions by far with over 2400. Midway had 450, while Westgate had only 33. – Eastport and Midway’s comments were overwhelming positive, while Westgate’s were somewhat mixed. – Core negative comments for Westgate revolved around the recent voluntary product recall and long waits for customer service representatives in general. – Eastport was also the only brand that had their own blog.  In consumer generated “visual” media, Eastport had over 500 “YouTube” placements mainly related to their well known flagship product, some of which were very creative and humorous (Midway and Westgate had 27 and 11 YouTube mentions respectively). – A recent campaign soliciting consumers to create their own videos generated a substantial amount of free press and goodwill for the Eastport brand.  In consumer generated “text” content, Midway’s website solicited consumers to provide a wide array of created “alternative use” ideas for its premium product. – Westgate did not solicit any consumer generated content from its customers at all.  Across the competitive landscape, only Eastport had a listing in Wikipedia (the listing was fairly extensive).© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 70 The World of Mobile Marketing – Mobile Phones Have Begun to Surpass Computers  Mobile is ramping up much faster than desktop computers did (Morgan Stanley – 4/10). – In fact, today there are more mobile phones in the world than computers (CNBC – 6/10).  Cell phones are now used more for “data” purposes (such as web browsing, text messaging, e-mail, games, social messaging, music, etc.) than for phone calls (New York Times – 5/13/10).  Smartphone penetration (iPhone, Android, etc.) will reach a staggering 50% by mid 2011 (Comscore – 12/09).  40% of iPhone users now browse the web more on their phones than on their computers (Advertising Age – 2/10).  There are already 200,000 iPhone “Apps” in circulation; 75% of them are “paid” apps (Apple – 4/10).  Mobile offers something other marketing mediums cannot… A much higher probability of a message being delivered to the right person at the right time.  Mobile coupons, transparent pricing, and branded mobile “apps” will disrupt retail and drive new traffic and sales (Morgan Stanley – 4/10).© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 71 EQ Pulse™ - Mobile – Patent Pending Methodology Mobile Marketing “Strategic” Framework Mobile’s Ten Strategic Engagement & Revenue Drivers 3 1 Mobile TimelyEngagement Information & 9& Customer Making Lives 7Acquisition Easier Location Customer Retention & Specific Relationship Marketing 4 Building 6 Brand’s 2 Overall Entertainment FirstImpression & Value & Stickiness Call to Action & Revenue = Mobile Potency Maximization & its Ability Handheld 8 to Drive Navigation Revenue Social 10 5 Networking & Word of Internal Mouth Cost Brand Building Reduction & Product Merchandising© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 72
  25. 25. Case Study #23 – Mobile Customer Retention & CTA Leveraging Mobile Phones to Drive Retail Sales Approach: Allow consumers to use their mobile phones to pay for goods and services via “Mobile Commerce.” – Phone acts as the actual “money” and payment mechanism. – Phone can also be reloaded or be “topped up” to add available funds. – Acts as a loyalty program with rewards. Case Study: Starbucks Mobile Pay – Already has millions of users worldwide and has driven significant incremental revenue. – Provides free drinks via rewards loyalty mechanisms.© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 73 Case Study #23 Starbucks Mobile Commerce© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 74 Case Study #24 Leveraging Mobile to Cut Internal Costs Approach: Leveraging SMS text messaging “reminders” via mobile phones to replace people who normally make the calls. Case Study: Kaiser Permanente (Health Care) SMS Patient Reminders ᅳ Cut doctor appointment costs by 30%, and saved $275,000 at just a single clinic in one month© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 75
  26. 26. Case Study #24 Kaiser Permanente© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 76 Applying These Methods to Your BusinessAsk Yourself: Are you broadening your Direct Marketing efforts with some of the simple social networking and mobile techniques we’ve talked about today? How do your social networking/mobile efforts stack up vs. your key competitors and the industry? How well do you take advantage of the ten “Strategic Revenue Drivers.” Do you feel you are making money?Take Action: Apply the ten social/mobile strategic revenue driver concepts to your existing Direct Marketing efforts. If needed, call us to help with a full scale EQ PulseTM – Web 2.0 or EQ Pulse - Mobile Assessment…© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 77 Comments or Questions? Feel free to contact me: Yosi Heber President yheber@oxfordhillpartners.com (248) 569-9366 www.oxfordhillpartners.com© Copyright 2011 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 78

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