Revolutionize with Mobile/Social! — 10 Strategies & 20 Cases

Revolutionize Your Direct Marketing
With Mobile/Social!
10 Strategies & 24 Case Studies
DMA 2012 – Las Vegas

October 15, 2012
Yosi N. Heber
President
Oxford Hill Partners, LLC
& SVP Marketing – Empire Poultry

What We’ll Cover Today

 The Opportunity to Broaden Your Existing Direct
Marketing Efforts
 A “Framework” for Strategic Digital Revenue Growth
– Mobile/Social’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. 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 over thirty of the largest and well known multinational
companies in the world to provide marketing, branding, sales, organizational,
financial, website, digital, Web 2.0, mobile, 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

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.


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?


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
Accessibility
Building & 10 Web 2.0
Branded Capabilities

=
Relationship
“Advocacy” and
Building &
= InboundPush)
To Customer Its
(Brand Customer
Retention Ability to
= Outbound From Customer
(Consumer Push) Drive Revenue

© Copyright 2011 by by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending.
© Copyright 2012 Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse™ measuring system, methodology, and business process are patent pending. 6

1
Initial 4
Customer 7
Word of
“Engagement” Mouth & Personalization
&
Viral
Customization

3 5 9
Active Cross “Call to Action”

2
“Participation” “Interaction Maximization
” 8
Customer 6 Mobility &
Brand Mobile
Education &
Building & Accessibility 10
Entertainment Branded Relationship
“Advocacy Building &
” Customer
Retention


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)


Case Study #1 (Cont.) – Lunesta Sleep Aid – Paid
Search Engine Marketing With Free Trial Incentive


Case Study #1 (Cont.) – Lunesta – Paid Search
Engine Marketing With Custom Landing Page


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


Case Study #2
Jet Blue Mobile QR Code Sweepstakes

Snap Picture


Case Study #3
Customer Education “On the Go” With Smartphones

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


Case Study #3
Clorox My Stain – iPhone App


Case Study #4 – Customer Education & Engagement
Via Mobile “Tablets” & iPads
Approach:
Expand available online services via tablets such as
the iPad.

Case Study:
Citibank iPad App for Tablets
‒ Visually striking graphics with interactive charts of
past and future cash flows.
‒ Auto generated charts of personal spending habits
and consumer database for comparing those
habits with others by age, income and location.
‒ Thousands of new users; 5X as many as iPhone
app downloads.


Case Study #4
Citibank iPad App for Tablets


4
Word of
1 Mouth & Viral 7
Initial Personalization
Customer &
“Engagement” Customization

3 5 9
2 “Participation” “Interaction” Maximization
Customer 8
Education & Mobility &
Entertainment
6 Mobile
Accessibility 10
Brand Building
Relationship
& Branded Building &
“Advocacy” Customer
Retention


4
Word of 7
1 Mouth &
Personalization
Initial Viral
&
Customer
Customization
“Engagement”
9
3 5
“Call to Action”
Active Cross & Revenue
Consumer Maximization
2 8
Customer “Interaction”
Customer
Education & “Participation” Mobility &
Entertainment Mobile
Accessibility 10
6 Relationship
Building &
Brand Customer
Building & Retention
Branded
“Advocacy”


Case Study #5 – 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”


Case Study #5 (Cont.) – Dove – Consumer
Generated Content “Dare To Create A Short Film”


Case Study #6
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.


Case Study #6 (Cont.) – President Obama’s
Facebook Page – Tweet Senator on Health Care


Case Study #6 (Cont.) – Type Zip Code –
Generates Automated Tweet to Your Senator


4
Word of
1 Mouth & 7
Initial Viral Personalization
Customer &

3 5 9

2 “Interaction” Maximization
“Participation” 8
Customer
Education & Mobility &

6
Accessibility 10
Brand Relationship
Building & Building &
Branded Customer
“Advocacy” Retention


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


Case Study #7 – Time Life – Europe
“Tell A Friend” with Reward


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).

Case Study #8 – Dell on Twitter
Drove $5 Million in Revenue


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.”


Case Study #9 – Viral & Social Networking
Sampling – Starbucks Ice Cream on Facebook


4
Word of
1 Mouth & 7
Initial
Viral Personalization
Customer &
“Engagement”
5 Customization

9
3 Cross “Call to Action”
Active
2 Maximization
Customer
“Participation” “Interaction 8
Education & ” Mobility &
6 Accessibility 10
Brand Relationship
Customer
Branded Retention
“Advocacy”


Case Study #10 Cross Consumer Interaction
Ford Fiesta “Movement”

Approach:
Generate social buzz about a new upcoming auto line to
engage thousands of new potential customers.

Case Study:
– Consumers were invited to submit videos to be one of
100 winners to drive a new Ford Fiesta for 6 months if
they blog, tweet, and Facebook about their Fiesta
experiences.
– Program generated 11,000 videos, 15,000 tweets,
millions of impressions, and 38% Ford Fiesta brand
awareness among ‘Gen Y’ Americans (aged 18-32).
– Ford spent no money on traditional advertising. The car
was introduced in the US exclusively with social
networking/digital.

Case Study #10
Ford Fiesta USA Launch


Case Study #11
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.

Case Study #11 – Cross Consumer
“Interaction” – P&G Being Girl


4
Word of 7
1
Mouth &
Initial Viral Personalization
Customer &

3 5 9
2 “Participation” “Interaction” Maximization
Customer 8
Education &
6
Mobility &
Accessibility 10
Brand Relationship
Customer
Branded Retention
“Advocacy”


Case Study #12 – Brand Building and Branded
Advocacy via Virtual and Social Pin Boards (Pinterest)
Approach:
Leverage cutting edge social virtual pin boards such as
Pinterest to organize, browse, and share beautiful visuals on
popular social oriented topics related to your brand.

Case Study:
Whole Foods Supermarkets
– Users who click on Whole Food’s website pins find
recipes and discussion boards relating to food and
products found at company stores.
– Stunning visual recipes, 3rd party content that aligns with
company values and neat timely topics such as “Who
Wants Dinner,” “Sweet Tooth,” “Mom Rocks,” “Strength,”
and “Whole Planet Foundation.”
– 41,000 followers already, and 900 pins across 41 boards!

Case Study #12
Whole Foods Pinterest Social Page


Case Study #13
“Viral” Branded 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).

Case Study #13 (Cont.) – You Tube – Humorous
Video Blendtec Episode – 4,811,914 Views


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.


Case Study #14 – Maxwell House Coffee
Machine – Flavor Variety & Viral Element


Case Study #14 (Cont.)
Maxwell House Game – Success & Rewards


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
Customer
Education &
“Participation” “Interaction” 8
Entertainment
6 10
Mobility &
Relationship
Brand Mobile Building &
Building & Accessibility Customer
Branded Retention
“Advocacy”


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.”

Case Study #15 – Special K – Multiple Personalization
Features Plus Coaches and Community


Case Study #15 (Cont.) – Forums For
Special Targets – Moms and Brides


Case Study #16
Mobility & Mobile Accessibility

Approach:
Offer relevant web services via iPhone
Apps

Case Study:
Kraft Foods “I-Food Assistant” – iPhone
App


Case #16 – Kraft “I-Food Assistant”
Mobile Phone Applications


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


Case Study #17 – Cisco Systems
Mobile Web – Mobile Access


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


Case Study #18 – Ralston Go2Pets.com
Mobile Text Pet Service Finder


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


#19 – Foursquare – Bergdorf/Neiman Marcus –
Location Based Mobile Phone – Viral “Check In”


1 4 9
Initial 7
Customer Word of “Call to Action”
Personalization
“Engagement” Mouth &
&
& Revenue
Viral
Customization Maximization
3 5
2 Active Cross
Customer Consumer
Customer
“Participation” “Interaction”
Education &
Entertainment 8 10
6 Mobility & Relationship
Mobile
Brand
Accessibility
Building &
Building &
Branded
Customer
“Advocacy” Retention


Case Study #20
Revenue Maximization Via Cross Sell

Approach:
Cross Sell/Upsell Beyond the Initial
Intended Purchase

Case Study:
Amazon.com


Case Study #20
Amazon – Revenue Maximization Via Cross Sell


Case Study #21
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


Case Study #21
J&J Baby Centre – E-Mail Newsletters


Case Study #21 – J&J Baby Centre
“Ovulation” Alerts Via Cell Phone


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?


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.

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
5.5 - Average Average
8.0 - Strong 9
3 5 “Call to Action”
Cross & Revenue
2 Active
Maximization
Customer Consumer 8
Customer “Participation” “Interaction”
Mobility & 6.8 - Strong
Entertainment 4.2 3.5
& Education Mobile
Weak Weak
Accessibility
7.9 - Strong 6 5.4 - Average 10
Brand Building
& Branded Relationship

Inbound To Customer
“Advocacy”
3.9
Building &
Customer
= 52
= (Brand Push) strong
Retention
Weak average
= Outbound From Customer
(Consumer Push) weak 3.9 - Weak


WESTGATE COMPANY (EQ Pulse™ - Web 2.0 Example)
Strategic Revenue Driver #3 – Active Customer “Participation”
0 5 10

Weak
Comments and Analysis:
Westgate
(4.2)
Midway
(6.2)
Best Eastport
Practices (8.8)
(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).

The World of Mobile Marketing
Mobile Phones Have Surpassed Computers!

 Mobile has ramped up much faster than desktop computers did (Morgan
Stanley).
– In fact, today there are way more mobile phones in the world than
computers (CNBC).
 Cell phones are now used considerably 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.) reached a staggering 50%+
by early 2012 (Nielsen – 2/12).
 Today most iPhone users browse the web more on their phones than on
their computers (Advertising Age).
 There are already over a million iPhone/mobile “Apps” in circulation .
 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” have
disrupted retail and drive new traffic and sales (Morgan Stanley).


EQ Pulse™ - Mobile – Patent Pending Methodology
Mobile Marketing “Strategic” Framework
Mobile’s Ten Strategic Engagement & Revenue Drivers

3
1
Mobile Timely
Information &
Engagement 9
& Customer Making Lives 7
Acquisition Easier Location
Customer
Retention & Specific
Relationship Marketing
4 Building
6 Brand’s
2 Overall
=
Entertainment
First Value &
Call to Action Mobile
& Revenue Potency
Impression & Stickiness Maximization
Handheld & its Ability
Navigation
8 to Drive
Revenue
Social 10
Networking
5 & Word of Internal
Mouth Cost
Brand Building
Reduction
& Product
Merchandising


Case Study #22 – “Making Lives Easier” via
Mobile & Driving Major Incremental Revenue
Approach:
Create a “virtual” grocery store in a high traffic location.
Let the store come to the people!
Case Study:
Tesco’s Home Plus Virtual Grocery Store in Seoul,
South Korea on subway station platforms.
– Consumer scans grocery items with their
smartphone using QR code technology.
– All items delivered to their door after they get home.
– 10,000+ customers in first few months with major
revenue increase.
– Now the #1 shopping app in South Korea with 1
million downloads!

Case Study #22 – Tesco “Virtual” Grocery Store
Seoul, South Korea – Subway Station Platforms


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 reload or “top up” value of
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.

Case Study #23
Starbucks Mobile Commerce


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

Case Study #24
Kaiser Permanente


Applying These Methods to Your Business

Ask 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 Pulse TM – Web 2.0
or EQ Pulse - Mobile Assessment…

Comments or Questions?

Feel free to contact me:

Yosi Heber
President
yheber@oxfordhillpartners.com
(248) 569-9366
www.oxfordhillpartners.com


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