Dma Highlights San Diego

DMA San Diego Web 2.0 Sem

Yosi N. HeberPresidentOxford Hill Partners, LLCOctober 19, 200910 indtjenings drivers i sociale media

DMA 09 San Diego

Inden DMA: Sociale media er stort menKan man tjene p dem? Slge via facebook?Styre de sociale medier?ER de ikke bare tidsrvere?Mle effekten?Hvor mange er p twitter og facebook i DK?

Yosi Herber

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 Americas #1 yogurt. Was a pioneer in sales category/customer management.Introduced most successful new kid cereal of the decadePost Marshmallow Alpha Bits.Ten years of extensive, profit generating, digital achievements including four years as CMO of IAC/InterActiveCorps Entertainment Division, part of Barry Dillers internet marketing conglomerate where he worked with sister companies Expedia, Hotels.com, Lending Tree, Ticketmaster, and Match.com.Wharton MBABoard member Wharton Global Consulting Practicum.

Yosi Heber (who founded OHP) has extensive senior level experience guiding some of the largest brands in the world:

The World of Web 2.0

Killer AppsSocial networking, word of mouth, mobile and other Web 2.0 mediums are fast becoming some of marketings new killer apps.

But we cant mesure it

Brands Overall Web 2.0 Capabilities and Its Ability to Drive RevenueInitial Customer EngagementCustomer Education & Entertainment23Web 2.0 Digital Strategic EvaluationWord of Mouth & ViralActive Customer ParticipationCross Consumer Interaction 7 Personalization & CustomizationMobility & Mobile Accessibility8=Brand Building & Branded AdvocacyInbound To Customer (Brand Push)==Outbound From Customer (Consumer Push)1456

Copyright 2009 by Oxford Hill Partners, LLC. All Rights Reserved. The EQ Pulse measuring system, methodology, and business process are patent pending.

Case Study #1 Initial Customer Engagement Cutting Edge Pharmaceutical ProductsApproach:Generate trial of a new product leveraging search engine marketing to provide a free incentive.

Case Study:Lunesta Sleep Aid (Rx)

Case Study #2Customer Education Approach:Provide educational podcasts on a variety of topics that your target audience has high involvement in.

Case Study:Ralston Purina

Case Study #2Customer Education

Case Study #3Customer Entertainment Online VideoApproach:Entertain your consumers with engaging online videos.

Case Study:Rollerbabies by Evian over 11 mio. People views



Case Study #4 Active Customer Participation Consumer Generated ContentApproach:Ask your loyal consumers to submit their own videos about your product.

Case Study:Dove Dare to Create A Short Film. Campaign for real beauty 11. mio. Views on Youtube

Case Study #6Customer Participation Feel Good ToolsApproach: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.


Case Study #7 Word of Mouth & Viral to Acquire New CustomersApproach: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 #5Customer Participation to Influence Major IssuesApproach:Leverage Web 2.0/social networking to make it easy for constituents to influence core decision makers.

Case Study:President Barack Obamas Facebook page to influence the health reform debate.

Case Study #8Viral SalesApproach:Leverage Twitter to tweet about promotions and special deals.

Case Study:Dell Computers Dell Outlet Dell has sold over $1 million of excess inventory via this medium.

Case Study #9Viral SamplingApproach: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 #10Cross Consumer Interaction Blogs/ForumsApproach:Create a non threatening community environment for consumers to discuss sensitive issues (and subtly sell your brand).

Case Study:Proctor & Gambles 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 #12Brand Building & Branded AdvocacyApproach: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

Case Study #12Brand Building & Branded Advocacy

Case Study #13Long Term Branding WidgetsApproach: Create a Desktop Widget application that sits on the Customers computer desktop 24/7, and provides tangible benefits to the customer at the touch of a button.Viral PotentialFacebook/Twitter EffectPublic Relations Value

Case Study: Southwest Airlines Ding

Case Study #13Long Term Branding Widgets

Case Study #14Viral B2B Humor Via You TubeApproach:Subtly leverage your brand name by disseminating a humorous video with content that is directly relevant to your target audiences day to day challenges.

Case Study:BlendtecTheir series of videos were seen by 60 million people and increased sales by 20%.

Case Study #14Viral B2B Humor Via You Tube


Case Study #15Personalization & CustomizationApproach:Create a value added customized program that can be personalized for each customers individual needs.

Case Study:Special K ChallengeAccording to Kelloggs, the ROI from this digital program surpassed TV by a Factor of 2.

Case Study #15Personalization & Customization

Case Study #16Mobility & Mobile AccessibilityApproach:Offer web services via phones & PDAs

Case Study:Kraft Foods I-Food Assistant

Case Study #17Relationship Building/Mobile MarketingApproach: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 #18Call to Action/Revenue MaximizationApproach:Offer Trial Samples and Customer Testimonials to secure consumer Call to Action.

Case Study:Unilevers Dove Soap

Case Study #19Revenue Maximization Via Cross SellApproach:Cross Sell/Upsell Beyond the Initial Intended Purchase

Case Study:Amazon.com

Case Study #20Enhance Existing Customer RelationshipsApproach: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

averagestrongweakInitial Customer Engagement5.5 - Average1Customer Entertainment & Education7.9 - StrongPersonalization & Customization 8.0 - Strong7Mobility & Mobile Accessibility5.4 - Average8STRATEGIC SCORING OVERVIEW46325Call to Action & Revenue Maximization

6.8 - StrongRelationship Building & Customer Retention3.9 - Weak109Active Customer Participation4.2WeakWord of Mouth & Viral5.7 AverageBrand Building & Branded Advocacy3.9WeakCross Consumer Interaction3.5WeakWestgate Company (EQ Pulse - Web 2.0 Example)Total Scores (1-100 Scale)Westgate = 52 Eastport = 77 Midway = 65 Best Practices = 7852=Inbound To Customer (Brand Push)==Outbound From Customer (Consumer Push)

WESTGATE COMPANY (EQ Pulse - Web 2.0 Example)Strategic Revenue Driver #3 Active Customer ParticipationWestgate(4.2)Midway(6.2)Best Practices(7.9)Eastport(8.8)0105Weak

Comments and Analysis:

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 Midways comments were overwhelming positive, while Westgates 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).

http://websitegrader.com/

Ask Yourself:

Hvad kan du tage med hjem?Take Action:

Initial Customer EngagementCustomer Education & Entertainment23Word of Mouth & ViralActive Customer ParticipationCross Consumer Interaction 7 Personalization & CustomizationMobility & Mobile Accessibility8=Brand Building & Branded AdvocacyInbound To Customer (Brand Push)==Outbound From Customer (Consumer Push)1456

Et eksempel p hvordan Canal Digital har brugt det?

Comments or Questions?Feel free to contact me:

Christina Feldborg [email protected]+45 50 888 036or

Yosi [email protected](248) 569-9366

www.oxfordhillpartners.com

2,3,7,8,10 come out lightFix boarders.Make numbers white

Dma Highlights San Diego

Documents

Transcript of Dma Highlights San Diego