insight 11 digital marketing conference
DESCRIPTION
Slides from Liverpool Chamber's Insight 11 digital marketing conference held at FACT, Liverpool, on 12 May 2011TRANSCRIPT
WELCOME
JENNY STEWART
HEAD OF CLIENT SERVICES
LIVERPOOL CHAMBER OF COMMERCE
• Enewsletter recipients - 5000 • Facebook friends - 4000 • Twitter – 5,500 followers• Linked in connections - 500
Thanks to our sponsors
#insight11
All of today’s presentations are on
www.slideshare.net/
ROB BIELBY
MIG
INTEGRATION OF DATA & COMMUNICATIONS
Rob BielbyMarketing Innovation Group
Making a business more profitable& building an asset
Branding andAdvertising
Customer and Prospect Data
Mass Media Direct Marketing Intelligent Marketing
Comparative growth
®
Our Approach/Philosophy
®
Mobile opportunity
®
Changing status quo
• Netscape’s browser was launched in 1994
• Sales via the internet >$50bn in 10 years
• Same level predicted to be delivered via the phone in 5-10yrs
• Existing brands have to compete with new and emerging brands on their territory.
Complete Customer
View
Intelligent MarketingDatabase Build
CustomerData
CaptureRe-
activation&
Loyalty
Customer Reviews
&Surveys
Social Media
CRM&
CustomerJourney
ProspectRecruitmen
t
CustomerSegmentation
Strategic and Business Objectives
Reporting/Dashboards
Data Quality/
Enhancement
Market DataPositioning
/Profiling
MultipleData Feeds
Case study
Case study
Case study
Case study
Case study
Our Approach/Philosophy
®
Customer
Farming
Initial Order1
st Stock
Parcel
‘What to expect’
Free Gift
Welcome Letter
‘Bounce-back & RAF voucher
Email Extract daily:-
Add to safe senders
How to buy, reward scheme re-sell benefits
Send to a friend offer
Buy again voucher
iSurvey to capture anniversary/birth month etc
Info about parcel track
End of Month 1
iSurvey/
Tele survey
How was it ? Stock, delivery, customer service, returns,
capture more info- family friends, best time & Type of contact
1st
newsletter
Includes ibrochure
links
Generic Emails
Birth/Anniversary
prompts
Calendar Events
Data Extract
For Calls
Customer Retention
“Bathtub” Analysis
Lapsing Customers
Re-activation Amnesty,
Customer Segmentation
Targeted
Offers
Upgrades
Service offer
e.g. insurance
RFMP Scoring “Pareto” Analysis
Customer Journey
Extract
Action
Auto Service
Data Extract
Legend
Tactical offers
Loyalty Ladder
Driven
Email/call
By exception
Welcome call
All Rights Reserved ©MIG 2008
The Customer Journey
Customer Journey-B2C
Newspaper
Promotions
Recommend a
Friend
Data Enhance
Partner’s Data
Viral / Web searches
TV Promotions
Media
Website / web
form
In store
data capture
Telephone
Media
Textfor...
Partner Website
Welcome Email &
Preferences iSurvey
Scheduled
iNewsletter/
iBrochure
Ad hoc Alerts
Member
Purchases
Thank you for
your order
iSurvey: How was
it?
Customer Retention
“Bathtub” Analysis
Lapsing Customers
Re-activation Amnesty
Customer Segmentation
Targeted
Offers
RFMP
Scoring“Pareto” Analysis
Loyalty Ladder
Driven
Communications
Recruitment Communication Data Analysis
Optional
Collect Loyalty
Points
Integrated customer engagement model
Summary
®
• Significant shift in the status quo
• Huge amounts of data and intelligence
• improved targeting & personalisation
• Empowerment of the ‘consumer’
• new media, new forums
• Communication infrastructure rapidly changing
• Existing brands and estates less important
Summary
®
"Now this is not the end. It is not even the beginning of the end. But it is, perhaps, the end of the beginning.”
Winston Churchill 1942
MARK JENNINGS
FRESH NETWORKS
JIMMY CHOO SHOES:
FOURSQUARE CASE STUDY
The Jimmy Choo Trainer HuntOffline and Online engagement
Mark Jennings, Account Director @markofrespect
@freshnetworks | [email protected] | +44 (0)20 7692 4376
FreshNetworks were asked to raise awareness and create buzz around the launch of the new Jimmy Choo
trainer collection.
As most purchases are made in-store, we wanted to engage customers both offline and online simultaneously.
The solution = Foursquare
What we proposed…
The choice of trainers was perfect for engaging the existing Jimmy Choo fan base on Facebook and Twitter.
Aims
1.Generate online and offline coverage.2.Drive people in store to purchase trainers. 3.Increase positive online sentiment.4.Position Jimmy Choo as social media innovators.
4,000 individuals participated on Foursquare, Twitter and Facebook.
The competition details were viewed on Facebook 285,000 times.
1 in 17 London Foursquare users were chasing CatchAChoo.
The campaign was mentioned over 4,500 times on Twitter.
250 blogs and publications mentioned the CatchAChoo campaign.
21 Apr 24 Apr 27 Apr 30 Apr 03 May 06 May 09 May 12 May-
20m
40m
60m
80m
100m
120m
140mCumulative reach – top 30 blogs (based on monthly traffic data)
Media Week
Mashable
PSFK
Reuters
Yahoo news
Vogue.co.uk
Evening Standard
Over 100 upscale locations were visited, and brand partnerships established.
Positive mentions of Jimmy Choo increased by almost 40% as a result of the campaign.
Before 28 April
After 28 April
After 6 May
0
5
10
15
20
25
30
Positive brand mentions (per day)
The campaign was widely covered in:, Reuters, Marketing Magazine, PR Week, Mashable, Vogue, The Evening Standard …
“Probably my favourite campaign that I’ve seen in social media. Period.”
Tristan Walker (Foursquare) at Web 2.0 EXPO
Daily trainer sales in-store went up 33% after the Evening Standard coverage.
Social media has “increased the level of interaction with our brand and we’re very pleased that FreshNetworks’
approach has helped generate real ROI”.
Joshua Schulman, CEO, Jimmy Choo
© Copyright FreshNetworks 2010
GALA PUJOL
INDEPENDENT ARTS PRODUCER
DO YOU KNOW WHO I AM? SCAN ME
PHIL BLYTHING
GLOW NEW MEDIA
SELLING SOCIAL MEDIA UPWARDS
Selling Social Media Upwardsgetting leadership buy-in Phil Blything
The Problem:
“Social media is changing the world yet few senior managers trust their communications teams to use it.”
That social media, its so HOT right now!
#obama
crane
How did you hear about Bin Laden?
crane
Src. PC MAG
Context• Social Media Growth• New driver in geo-politics• New driver of global change• FB >600m active users• Zuckerberg net worth $13.5bn• Barack Obama campaign• Rage against the machine• Arab Spring• Bin Laden – how did you hear?• The mirror of humanity• Led by revolution• Followed by....?
Comms staff do social
• Typically driven by assistant level– Digital natives or Young Gen Y
• Sometimes guided by manager level– Usually, Gen X (Born 60s or 70s)
• Rarely fully sanctioned by director or CEO– Usually prior to Gen X, digital native children
businessuses
Leadership don't do social
• < 30% Senior managers use social media
• Age & demographics• Seniority & social status• Dislike of transparency?• Fear & risk adverse• Lack of understanding & ignorance• Not convinced
businessuses
Why the difference in attitude?
risk
Leadership Comms Assistants
Highly experienced Inexperienced
Risk averse Open to risk
Established Little to lose
Time poor Time to experiment
Neophobic Neophile
Low ability High ability
Should we convince?
rt
rt
Do nothing option
• “Opt out”• Allow our audience to talk about us• Abdicate responsibility & influence• La La, Not listening
• Is that *really* an option?
howto
The arguments for...
rt
#hashtag
“...People are having conversations about us, but we are not part of those
conversations...”
#hashtag
“... Usage of social media is growing exponentially and will continue to do so
for some time...”
#hashtag
“... free, or low cost, tools that enable people to publish information rapidly, to a wide
audience...”
#hashtag
“... Although only a small proportion of people online actively contribute, a large number observe online conversations
and are influenced by what they read...”
#hashtag
“... If we ignore conversations we may be risking more than if we get involved...”
This better work!
#hashtag
Don’t over promise!• Good at engagement• Low barrier to entry• Fast moving, free /cheap
• But!
• Poor conversion• Rarely a complete answer• Time & effort intensive• Success usually requires more skill than
expected
Wider Context - Digital Marketing
• Social Media• Websites• Email Marketing• Mobile Marketing• Search Marketing / Optimisation• Paid Search / Pay Per Click• Metrics & Analytics• Viral• Conversion Optimisation
conclusion
ADRIAN McEWEN
MCQN LTD.
BEYOND THE SCREEN, CONNECTING TO THE REAL WORLD
Beyond the Screen:Connecting Digital to the
Real World
Adrian McEwen - www.mcqn.comPhoto credit: http://www.flickr.com/photos/marc_smith/4398987303/
Who Am I?
Putting the Internet into things since 19951995: Cash registers1996: Joins STNC, embedded Internet startup1997: PDAs – Psion Series 51998: Built first web browser on a mobile
phone1999: STNC acquired by Microsoft
Adrian McEwen - www.mcqn.com
Who Am I?
2002: Left Microsoft, founded own company2006: Set-top boxes2008: ArduinoMCQN Ltd. builds Internet of Things products
for ourselves and for others.
Adrian McEwen - www.mcqn.comPhoto credit: http://www.flickr.com/photos/heungsub/4876380962/
Nike Grid
Adrian McEwen - www.mcqn.com
The Internet of Things…
...or ubiquitous computing
...or physical computing
...or ubicomp
...or pervasive computing
Adrian McEwen - www.mcqn.comPhoto credit: http://www.flickr.com/photos/lucamascaro/2936920531/
Why Now?
Adrian McEwen - www.mcqn.comSlide borrowed from Mike Kuniavsky – www.orangecone.com/
$1500* $0.50* CPI Adjusted to 2008, original price: $900
1989 2010
Arduino
Adrian McEwen - www.mcqn.comPhoto credit: http://www.arduino.cc
Bubblino
Adrian McEwen - www.mcqn.comPhoto credit: http://www.flickr.com/photos/nuttyxander/3206466676/
Baker Tweet
Adrian McEwen - www.mcqn.com
Coca-Cola’s Physical “Like” Button
Adrian McEwen - www.mcqn.com
VW Interactive Exhibits
Adrian McEwen - www.mcqn.com
Nike’s Chalkbot
Adrian McEwen - www.mcqn.com
Thank You. Any Questions?
MCQN Ltd website: http://www.mcqn.comEmail: [email protected] twitter I’m @amcewen
These slides will be posted tohttp://www.slideshare.net/amcewen
Adrian McEwen - www.mcqn.com
BRYAN ADAMS
PH CREATIVE
CONVERSTION RATE OPTIMISATION & MAKING BETTER USE OF DIGITAL
MARKETING
Pages Content Traffic
Landing pages Copy SEO / PPC
Data Capture Call to action Social media
Live chat Promotion Affiliate
Sales funnels Colours Geography
Shopping cart Social proof W'end v W'day
Template style Video New & repeat
Squeeze pages Images Demographics
Interactive/Flash Long v's short Behavioural
Objection Changes
Lack of trust Social proof
Competitors advantages
Value Benefits
Works Prove it works
Understanding Step by step
Price Make offers
Risk Reduce risk
#themeet140 in the bar @ FACT