2. Innovation, Digital & Technology Masterclass Overview Objectives What we’ll be doing Help you fully understand how technology is changing marketing and advertising Looking at the impact of digital technology on marketing strategy To understand what it takes to deliver world-class strategy and best practice implementation Pin-pointing the most useful, practical information for you to have Put it all into practice by using some key new tools, and by creating live strategies for clients Translate some of this for healthcare marketing
3. Agenda – Day 1 –Integrated Digital Strategy The impact of technology on business The role of tech in communi-cations Defining the right objectives 1 2 3 Generating and using audience insights Using strategy models to integrate technology Generating relevantideas that connect with consumers 4 5 6
4. Agenda – Day 2 – Best Practice & Action Using strategy models to integrate technology Generating relevantideas that connect with consumers 1 2 Key Trends 4 Measurement & optimisation 3
6. UTalkMarketing.com We focus on the knowledge that marketers need to deliver modern strategy and best practice Our global network of trainers are best-in-class consultants who are recognised experts in their field > >
8. What Would You Like To Discuss? What Are The Challenges You Are Facing In Delivering Digital Growth?
9. Group Exercise – Digital & Technology Challenges In groups of 6 at lunch What’s stressing you out about delivering marketing in world of constant innovation and technology driven change? > Take 15 minutes to make a list of the issues challenging you to integrate digital into what you do >
21. A World Of Spontaneous Communication 155 million tweets sent every day 4.5 billion Facebook messages per day 200,000 text messages sent every second
29. Purchasing On Demand Too Ecommerce will account for $192 billion in sales value in 2011… Which is more than the economic output of the Philippines
30. Influence Of Digital Channels …but online shopping behaviour will influence $1.1 TRILLION in retail sales… …more than the economic output of Canada
48. Motrin Client Johnson & Johnson Brand Motrin Product Ibuprofen based product sold in the US Pain relief drug available for adults and children Target Mothers with Children Agency Taxi - New York office Campaign Start - 30 September 2008 Pulled - 17 November 2008 Media Online and offline integrated campaign
50. In The Background Running at the same time was a campaign run by an international non profit organisation International Baby Wearing Week November 12th – 18th
51. Motrin - The Video Over 255,000 Views http://www.youtube.com/watch?v=Mztymu72l7c&feature=related
52. The power of influencers Name - Jessica Gottlieb Age – 38 years old Location - Los Angeles, CA Picked up by an avid twitter fan Jessica Gottlieb who wrote about how annoyed she was She was recently a featured panellist at the Consumer Reports Health Summit - Twitter over 5000 followers - Top Facebook network in LA - Top Blog in LA Nielson - she was one of the top 10 Bloggers and Influencers Who Made a Mark in 2008
53. Unhappy Moms Thousands of mums from around the world started to comment on it through Twitter Lost in all the commentary is the fact that these drugs, even though sold over the counter, carry severe health risks including gastrointestinal bleeding, renal toxicity, stomach ulcers and heart attack. The thing that most offended me was that opening statement that you wear children as a fashion accessory, like a pair of earrings? It also seems strange to target new mothers as we all know that the science shows breastfeeding is best. Motrin can cause ulcers and is not even recommended for nursing moms or babies! I am a mother, but not truly a mommyblogger, because we blog about our world travel. Still I participated in the Youtube protest about the Motrin add.
55. The Backlash - Thousands of Twitter posts - This spread to Blogs - News groups - Websites - Motrin were bombarded with email complaints - Picked up by the media - Spread globally http://crunchydomesticgoddess.com/2008/11/16/motrins-response-to-the-onslaught-of-complaints/
57. The Bad Press Spreads Searches around this increased substantially It reached well beyond the USA
58. Facebook – Boycott Group Babywearing isn't painful. Boycott Motrin for saying it is.
59. They Were Not Happy Moms posted their own videos on You Tube criticising Motrin Over 21,000 hits Over 89,000 hits
60. Motrin - Public Apology We certainly did not mean to offend moms through our advertising. Instead, we had intended to demonstrate genuine sympathy and appreciation for all that parents do for their babies. We believe deeply that moms know best and we sincerely apologize for disappointing you. Please know that we take your feedback seriously and will take swift action with regard to this ad. We are in process of removing it from our website. It will take longer, unfortunately, for it to be removed from magazine print as it is currently on newstands and in distribution.
61. Website The Site got pulled for 2 days while they stripped out the content
63. Understanding The Impact Of Technology On Client Business Unlocks Successful Digital Communication
64. “We have studies showing that brands connecting aggressively through social mediaare generating far greater revenue growth than those that are not.” “We want to reach 3 billion consumers with digital in the next three years, and I’ve committed to having breakthrough digital plans across all of our 43 brands in the coming year.” Marc Pritchard, Chief Marketing Officer, Procter & Gamble, September, 2009
65. CMO’s Brain As Bar Chart Listings, distribution Business reporting Product Innovation Business Planning Comms campaigns Digital comms
66. The Traditional Marketing P’s And Technology Product The nature of what a brand can do for consumers has been transformed by technology Price Price transparency is transformational in some categories Placement E-, M-, and S-commerce are revolutionizing many categories Promotion Not just where brands promote has changed, but how they do it
68. Impact On Product Creating products which include digitally delivered services to bolster value propositions to consumers Personalising products and enabling mass customisation cheaply Developing products for niche audiences – using the long tail distribution opportunities to increase SKU offering Involving consumers in product development and design
69. Nike Training Club Providing a service as part of the product proposition Helping women to maintain fitness Huge investment in content and distribution Following on Nike google maps mashups Great data acquisition Long-term relationships
74. Burger King iPhone App The application also tracks and saves order history and then acts as a loyalty card by offering incentives and deals The goal behind this application is to drive incremental same-store sales So far orders placed via the application have been 25% larger than in-store When customers start using the service, they increase their frequency of visits by 42% The mobile offering takes existing loyal customers and increases their value by 75%
78. Leveraging the Long Tail For Niche Products Via Google Or Ebay When users search for something specific, Google can deliver the right content Suddenly a business selling oak flooring can be successful Google and other digital channels connect niche products with buyers efficiently
80. Workshop Split into groups of 4 Pick a brand that one of you works on > Brief the group on the brands toplineobjectives, current activity and target audience > Brainstorm ideas on how you innovate the product offering using digital means – like Nike or Burger King. For example how could you produce a service? Or customize? > Pick your best one and be ready to present back if asked > You have 15 minutes
81. Recap Creating products which include digitally delivered services to bolster value propositions to consumers Personalising products and enabling mass customisation cheaply Developing products for niche audiences – using the long tail distribution opportunities to increase SKU offering Involving consumers in product development and design
94. Surprising Direct Successes “Direct sales by consumer-brand manufacturers are one of the fastest-growing areas of online retail, increasing almost 13% in 2009 to $487.6 million”
95. What Are The Market Dynamics? Disintermediation is a key factor in many markets that have exposure to digital Old Model New Models Brand Brand Brand Agent Aggregator Consumer Consumer Consumer
101. Digital Technology Impact On Promotion The nature of “promotion” has fundamentally changed As well as new places to try and influence consumers There are new ways of influencing as well New opportunities to demonstrate your value to client
105. High Frequency With Permission The eBay Widget updates consumers on a bid by bid basis
106. Content Integration For the weight loss drug website Alli where does content end and advertising start?
107. 1 2 3 Highly Targeted Opportunities - Search I search I see highly relevant advertising I click on one and find highly relevant content Behavioural Targeting Creates same effect in display
108. Measurement & Optimisation Optimisation Value 250% Testing Application Digital creates high ROI opportunities for optimisation of brand building activities
109. PPC Optimization Exercise Keyword = Advertising, Adverts Landing page = http://www.utalkmarketing.com Title: 25 Characters Body copy: 2 x lines of 35 characters Please email them to: Jessica@utalkmarketing.com Please put all text in the body copy of the email Success criteria: Click Through Rate
110. Digital Diagnostic Tool: What Is The Digital Impact On Your Brand? Product Opportunities Pricing Challenges Distribution Opportunities Promotional Opportunities Where we are now: score each box out of 10 for each brands current performance
111. Digital Diagnostic Tool: What Is The Digital Impact On Your Brand? Product Opportunities Pricing Challenges Distribution Opportunities Promotional Opportunities Where could we be: score each box out of 10 for each brand for digital potential
114. The Digital Communications Process How communication strategy is different with technology involved How to set the right objectives with your clients How to find and use additional insight into new consumer behaviour Some planning models you can put into practice tomorrow How to create an idea that can work across multiple platforms How to measure success
115. Digital Strategy Planning Process RESEARCH AND DISCOVERY 1 Conduct Digital Dxof CURRENT ONLINE POSITIONING & COMPETITIVE LANDSCAPE Prioritizeand Understand TARGET AUDIENCES Understand and determine OVERALL STRATEGIC BUSINESS IMPERATIVES 2 STRATEGY, TACTICS AND IMPLEMENTATION DIGITAL VISION, STRATEGY & TACTICS IMPLEMENTATION PLAN (INCLUDING RESOURCES, HEADCOUNT, BUDGET) CONTENT SYNDICATION & CURATION PLAN MEASUREMENT PLAN 3 SUCCESS DEFINITION & MEASUREMENT PLAN
116. Work to Date Planning Strategy Development Implementation Professionalmarketingbest practices meeting with ghg Professionaldigital planning meeting Competitive assessment and online information journey for DPs conducted Strategy workshop with US team Strategy workshop with Global team / PLN Strategy development and review Strategy reviewed and revised Competitive research presented to US team Strategy presented to Jack and Nigel Strategy presented to US team Strategy presented to PLN Digital taskforce implemented Phase 1 Taskforce plan implemented Strategy implementation began Strategy presentationto Fabian Taskforce Phase 2 plan underway January, 2011 February, 2011 March, 2011 April, 2011 May, 2011 October, 2010 November, 2010 December, 2010
119. It Isn’t Always Campaign-based When clients use the word “campaign”, it suggests a targeted and time sensitive communication It also implies there will be a beginning and an end Much digital activity is actually a long-term business commitment Managing branded content like a website or a social media page requires: A long term commitment Ongoing investment
122. Technology Drives Active Participation Some uses of media are broadcast in nature Physical consumer participation is limited Technology enables 3-dimensional participation through media platforms Consumers actively consume it Digital projects require you to map out all the possible ways consumers will use what you’re creating
123. Most Importantly In traditional marketing, advertising is often consumed passively Most digital marketing is consumed actively – people physically interact
126. Being An Architect Understanding how people use your buildings - function Extreme focus on safety and the technical issues that drive safety Working collaboratively with partners and suppliers who specialise in different areas of building Thinking about the long term sustainability of the building Making them look good - form
127. The Challenge For Healthcare Agencies For consumer-oriented treatments and drugs this is all fine For restricted drugs and marketing to HCP’s much more strategic complexity Smaller number of target audiences Fewer opportunities to deliver
134. There is no FDA guideline or regulation that specifically covers the content of online discussions in a way that is different from reporting AE information derived from any other source128
162. Setting Objective For Digital Many brands execute digital activity without having clear objectives as to why… What is the specific role of technology within your marketing strategy? What are the specific measures you will use to identify success? What are the right digital disciplines to use to achieve success?
172. Short vsLong Term Shorter Term / shopper type measures Using web analysis tools CTR’s Pass on or likes Longer term / engagement measures Brand equity Awareness Sentiment The ideal set of objectives should have both types of measures and cover all activity
173. Boosting Short Term Measures: Defining Conversion Analysis industry built around the idea of “conversion” Conversion does not have to be an immediate transaction Conversion could be: An email sign up A iphoneap install A length of engagement on a website A number of clicks A visit to a product information page Passing content on within social media Retweeting, liking An SMS enquiry A broader definition opens up optimisation and analytics for all brands Not perfect but can be overcome with careful planning
178. Key Problem: Undue Focus On CTR Two Groups – One saw Research conducted over a month with over 500,000 impressions exposed Group A shown an ad for the Red Cross – the control audience Group B shown an ad for a well known travel company! Both sets of users were tracked by Travelocity and the partner ad network Even after controlling for people who would visit the site anyway, CTR underestimates the impact of the banner by 40%!
179. Most current measurement systems don’t go beyond the last referrer Conversion Display Aggregator Search Interaction User path 1 Conversion Search User path 2 Conversion Display Search User path 3
181. Each Digital Campaign Requires Specific Digital Insight Each brand may have segments at different levels of sophistication It’s critical to generate specific digital insights in briefs Customer journey analysis is particularly useful We will be looking at this and some tools later Strategy WILL be more complex for some time
195. Forrester Engagement Tool: Groundswell “A coherent approach is to start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for”
200. Where Are Your Audience Going? Free tools to identify channel insights: Google Ad Planner You can hone your targeting strategy Get insight into the kind of content your audience are looking for and visiting
201. Understanding What Sites People Visit: Google Ad Planner Can be used to identify target content platforms based on behaviour or on demographics
203. Website Usage Analysis Why are people coming? What content is popular? What keywords do people use? What drives return visits? What different segments do you have?
204.
205. Exercise: Consumer Insight: Where To Look Search Behaviour Google Insights For Search Google Adwords Tool Social Behaviour Twitter Social mention / Viral Heat Specialist medical sites like Sermo Sysomos / Radian 6 / Buzz Metrics (paid for) Website Google Ad Planner Omniture/ Google Analytics / Web Trends Split your group: some people look at search, some people look at social, some people look at website activity and then share your findings after 15 minutes
206. Audience Research Split into three groups. To maximize your time, each group will explore a different area of audience behaviour You will have 20 minutes to generate insights in your area You will then get back together to share your insights and determine which are the most important These insights will then be used to build a strategy What you’re looking for: How your audience behaves What content they need What content engages them How competitors are engaging them
208. The Position Comes First… Position Experiences Bought Media Digital display Mobile advertising Social advertising Paid Search Owned Media Websites Mobile sites Applications Branded social pages or channels Natural Search Earned Media Forums Reviews sites Blogs Social Networks Sharing platforms
209. The Strategy The strategy is HOW you will deliver the purpose in a compelling way to consumers How can you make this relevant to your audience? What kind of content can you communicate this message through? That’s why insight is essential
210. Some Positions That Translate Well To Using Technology Enables everyone to achieve their athletic potential Is your partner for weight loss Helps you realise your technology dreams Helps you make the most of the time you spend with your pet
218. Different Buying Processes Require Different Models Low involvement High involvement Complex buying behaviour (Car) Influence model or lifecycle or both Variety-seeking buying behaviour (Confectionary) Engagement model Significant differences between brands Dissonance-reducing buying behaviour (LCD TV) Influence or lifecycle or both Habitual buying behaviour (Detergent) Engagement model Few differences between brands
219. Where Are Your Brands? Low involvement High involvement Significant differences between brands Few differences between brands
231. Model 1: The Shopper Experience Where Are My Audience And What Content Do They Need To Make Decisions?
232. New media landscape Most trusted radio mags newspapers online ads outdoor television EARNED MEDIA First-person commentary and content about the brand posted and shared across a variety of venues “Social Media” outlets also support both Bought Media (e.g., ad banners, sem/ppc, etc.) and Owned Media (e.g., widgets, apps, etc.) bricks &mortar ‘advertising’ productsite(s) corporatewebsite DM / CRM OWNED MEDIA All media directly owned by the brand. These destinations provide a platform to drive marketing messages and tools to create Earned Media mobile video sharing social networks blogs forums personal pages msm sites BOUGHT MEDIA campaignsite(s) socialmedia community Typical corporate media spend Drives people to Owned Media email
233. Questions To Ask How do your audience “shop” this category? Online vs offline share of engagement Role of online in the decision path – what is it used for? Non-traditional digital competitors for attention How do my specific target audience use digital to shop this category? What type of content drives engagement? Where should the emphasis be? Owned vs bought vs earned?
238. First Choice Advertising... Message Tested: "That's why we're _____" 370x320 Note: Creative screenshots are not to size
239. Most useful sources of finance information grouped touch-points Where buy from ReachingDecision Thinking Doing Research Best Deal Recommendation/ Reviews 49% Recommendation/ Reviews 61% Recommendation/ Reviews 57% Recommendation/ Reviews 59% Recommendation/ Reviews 43% Online Recommend /WOM Online 32% Online 51% Online 43% Online 41% Online 30% Previous Exp Advertising 30% Direct 32% Previous experience 33% Direct 26% Previous experience 23% In store/Store Advertising 32% Advertising 24% Advertising 19% Direct 25% Direct 30% Advertising Direct Advertising 22% Previous experience 21% Previous experience 22% Previous experience 23% Direct 17% In store/store 13% Promotion / special offer 15% In store/store 15% In store/store 16% In store/store 16%
240. Most useful sources of finance information individual sources Where buy from ReachingDecision Thinking Doing Research Best Deal Previous experience of FSP 21% Online search engine 29% Best buy tables 26% Previous experience of FSP 33% Previous experience of FSP 23% Online search engine 17% FSP website 27% Price comparison website 25% IFA advice 24% FSP website 15% Recommendation 16% Best buy tables 26% Previous experience of FSP 23% FSP website 23% Online search engine 14% Articles in newspapers/mags 15% Price comparison website 25% Online search engine 20% Best buy tables 19% IFA advice 13% Financial supps in papers/mags 15% Articles in newspapers/mags 23% IFA advice 20% Price comparison website 17% Best buy tables 11% IFA advice 15% Financial websites/portals 22% FSP website 19% Online search engine 17% Price comparison website 11%
241. Electronics no different – online very high especially in the early stages Where buy from ReachingDecision Thinking Doing Research Best Deal Previous experience 23% Recommendation 18% Previous experience 26% Electronics brand website 28% Promotion / special offer 27% Recommendation 22% Promotion / special offer 18% Online search engine 28% Previous experience 18% Buy tables 20% Location of shop / store 22% Online search engine 19% Electronics website / portals 27% Electronic brand website 15% Recommendation 18% Online review by consumers 26% Adv on the Internet 17% Window display 15% Location of store 17% Display / demo in store 20% Location of store 17% General Electronics Website 25% Product / brand reviews in mags, TV, online 14% Display / demo in store 15% Advice from electronics expert 19% Electronic brand website 14% Product / brand review in mags, TV, online 24% Window display 16% Adv on the Internet 14% Online review by consumers 17%
244. How To Use Shopper Behavior Targeting people based on their intent – search marketing Targeting people based on their behaviour – behavioural targeting Personalization on digital properties
245. Digital Targeting Capabilities When Who What Where Why Behavioural Targeting IP Time Targeting Demographic Context Search Site Level Geographic Day-Part Passive Lunch-Time, Evening Finance site ITV Regions Audience Data Site Visits Active Event led Page Level Home ISP Registration Data Loans Pages, Quigo Virgin, BT Sports result, Roll-Over Predictive Modelling Word Level Work or Education ISP UCL, HSBC Automated page readers
246. Behavioral Targeting Audience Advertiser 1 User behaviorsidentified based on site visits to defined sites within an area of interest 2 Users placed into groups which can be identified when they appear on a property or network 3 Advertisers select relevant audiences and target them with ads
251. Best Practice: Search Search has put the worlds information at consumers fingertips
252. Key Search Terminology SEO Search Engine Optimisation also Natural Search and Organic Search PPC Pay Per Click or Paid Search CTR Click Through Rate – Percentage of people who click on a search result (paid or natural) CPC Cost Per Click – price you pay for each click on paid search (and other marketing activity) CPA Cost Per Acquisition or Action
253. How Google Invented Intentional Marketing When you type a query into Google, you are not just searching for something You are revealing your future intentions Your future intentions are highly valuable commercial opportunities Google did not invent the search engine They recognised the true value of having the best search engine combined with exploiting your intentions Intentional marketing is the exploitation of the expectation of your needs revealed through a search engine
254. Search Marketing is the King of the Digital Hill Over 40% of all online ad spend is on search Yet the majority of traffic on a search results page is funnelled into the natural search results If one of your communications objectives is to drive traffic to a website, it’s impossible to do that efficiently without a natural search strategy This strategy should be integrated at the planning stage: natural search can take 3 – 6 month to optimise One of the most common outcomes of an engaging TV ad is for people to Google the brand
255. Brand Spend and Search Success There is an extremely strong link between search and other marketing activity Brands which have greater brand equity e.g. awareness, tend to generate better search click through rates than unknown brands In lastminute.com France in 2006, a TV sponsorship of a reality TV show increased PPC CTR by so much during the period of sponsorship, that the media spend was paid for by an increase in ROI in search Brands should not see search as an alternative to brand building activity but as an addition to it
256. Search and Reputation Management Try searching for “Dell customer service” Try searching for “Orange customer service” Even for companies who do not transact online, business outcomes can be affected by search performance It can also affect the impression you give!
269. 3 How Google counts links and measures their value The more links a page has, and the higher the quality of the site linking to them, the higher the “page rank”
270. The heat map shows the importance of being first in the natural results 4 A result displayed lower than fifth position is viewed by only 20% of users How your ranking impacts the traffic you get from search Heat Map Being first in natural search will typically drive 500% more traffic than being tenth
272. Branded Vs Unbranded Terms Use Google Adwords tool to contrast the number of branded terms vs the number of category or unbranded terms What does this mean for your website and content strategy? In pairs for 10 minutes
277. Keeping the FDA happy - carefully constructing content that presented a “fair balance” between information about the product’s effectiveness and its risks220
282. The letters were sent to almost all of the major pharmaceutical companies, including GlaxoSmithKline, Pfizer, Merck and Eli Lilly
283. The letters cited ads for widely used drugs including Celebrex, Propecia and Yaz did not include the necessary precautions222
284.
285. As long as pharmaceutical companies provided risk information within one click of their search ads — on the page that the ad linked to — they assumed they were in compliance
287. “If you don’t provide the required name, if you don’t provide risk information, if you overstate the benefit of the use of the drug, that is a false and misleading ad,” Rita Chappelle, an agency spokeswoman, said in an interview. “It is vital and critical to consumers that they get that information.”223
288.
289. According to ComScore, “Pharmaceutical marketers suffered an 84 percent drop in ’sponsored link exposure’ in the three months following a search advertising crackdown by the Food and Drug Administration (FDA).”
290. John Mangano, Vice President of ComScore said, “Many pharma companies have largely abandoned paid links on Google, Yahoo, and other general search engines after receiving warnings from the FDA that those ads lack sufficient disclosure. They’re saying, ‘We’re not going to spend on this because we got our hands slapped.’”224
291.
292. Told that mock-ups can not be presented for formal comments or approval.
293. The ads must be in context, as used for an actual pharmaceutical product/brand campaign
294. Therefore Google has initiated a beta program to begin working with pharmaceutical companies and their agencies to create and submit these new formats to DDMAC for pre-clearance225
300. Much Digital Success Relies On Active Participation Consumers can choose to get involved with your brand online They’re not forced to visit your site, your Facebook page or interact with a banner Content can be: A mobile app A conversation on Facebook A twitter feed An email campaign Most digital strategies are delivered through effective content strategies
311. Re-thinking the Marketing Funnel Need to re-think the marketing funnel because: Complexity reigns in the middle of the funnel: The end point remains the same but the middle is now influenced by other factors such as recommendations from friends or family, product reviews, and competitive alternatives described by peers influence individuals The most valuable customer isn’t necessarily someone who buys a lot: Companies also need to track individuals who influence others to buy Traditional media channels are weakening: Individuals dismiss or ignore marketing messages in lieu of information available from an ever-increasing number of resources, such as product review sites, message boards, and online video Consumers force brand transparency: Online social tools, coupled with increasing social behaviour online, make it easy for the truth to come out
315. Elements of Participation The four paths of participation: Involvement: Measures and individual’s relationship with a company or brand. Includes store visits, pages viewed and time spent per page Interaction: Measures events in which individuals contribute content about a brand, request additional information, provide contact information, or purchase a product or service Intimacy: This component goes beyond interaction to measure the affection or sentiment an individual holds for a brand Influence: This component looks beyond even sentiment to determine an individual’s likelihood to encourage a fellow customer to consider or buy a brand, product, or service
317. 247 Overview In mid-November, 2010, grey healthcare group begin soliciting news coverage of the launch of Periodontal Disease and Overall Health: A Clinician's Guide, a textbook made possible through an educational grant from Colgate that explores the relationship between oral and systemic diseases This recap outlines the measurable results of our PR outreach efforts
320. Results 250 Web Coverage/Blogs (Dental) DentistryIQ.com Drbicuspid.com Dentalantioxidants.com Dimensionsofdentalhygiene.com Healthmantra.com/smile Perioiap.org Rdhmag.com Periowaveblog.com Dentechblog.blogspot Dentistry Library Blog (University of Toronto) PHD Services’s Blog Ascent.Wen9.com Ifyoustandstillyouwilldie.com
321. Results 251 Web Coverage/Blogs (Medical) Medpedia.com Medworm.com Buffalo.edu Misc AAP December E-Newsletter FreeLibrary.com Findarticles.com
322. Twitter Updates 252 TheGumFairy (84 followers) Guide on oral-systemic health debuts. Colgate-Palmolive releases: Periodontal Disease & Overall Health:Clinician’s Guide http://ow.ly/3eps912:04 PM Nov 23rd, 2010 via HootSuite Periowave (619 followers) Guide on oral-systemic health debuts. Colgate-Palmolive releases: Periodontal Disease & Overall Health:Clinician’s Guide http://ow.ly/3eps912:04 PM Nov 23rd, 2010 via HootSuiteRetweeted by TheGumFairy and 1 other
323. 253 Estimated Results Print Impressions 675,764 Print Earned Media $24,403 Online Impressions 258,523 Online Earned Media $12,330 Social Media/Blogs/ Newsletter 3,823 Total Impressions* 938,110 Total Earned Media* $38,233 1256 page views through 2010 (www.colgateprofessional.com/colgateoralsystemic) *Impressions determined by print circulation and average monthly website viewers. Earned media determined by cost of placing one quarter page ad in publications and sites that sell advertising. Earned media costs do not include social media such as blogs or Twitter.
325. GlaxoSmithKline Alli Drug Disease – Obesity Product – Alli Drug Objective – Offer Support – Increase success of it’s customers Social Vehicle – Community: www.myalli.com
326. GlaxoSmithKline Alli Drug Features – Discussion boards – Official Expert Dieticians – Coupons Challenges – Regulatory compliance Outcomes – Hundreds of thousands of members as well as thousands of message board posts
331. Overall Business Imperatives Drive DP toothpaste recommendation and enhance undisputed leadership and Brand Recommended Most Often Develop and implement in-office commercial strategy Engage with the profession as a partner and add value to their business Help professionals connect/engage with patients Achieve leadership share of engagement in professional dental community Demonstrate innovation – in product development and marketing Demonstrate scientific expertise/image
343. Be recognized as the most trusted partner in helping the DP treat patients and build their businessUnified Digital Vision: Become the most trusted and frequently accessed source of information that gives our partners what they need to be better professionals and grow their practices.
347. Colgate brand/productsUnified Digital Vision: Become the most trusted and frequently accessed source of information that gives our partners what they need to be better professionals and grow their practices.
370. Organic searchCRM and eCommerce can intersect at point of detail, whether online or in person, and links across all digital channels to enhance the impact with the professional. Requires cross functional investment in hardware and other resources. Ongoing Measurement to Adjust and Refine Strategy and Execution on Ongoing Basis
371. Executing the Strategy Create an impactful, persistent and scalable/sustainable Colgate experience across the professional digital eco-system that contributes to broader engagement and active recommendations regarding approaches to addressing indications, solutions, and oral health in general: Professional support and development Peer interaction and validation Patient connection and dialogue Colgate brand/products What We’ll Achieve: Vision Become the most trusted and frequently accessed source of information that gives our partners what they need to be better professionals and grow their practices. Build traffic and credibility by meeting the basic needs of DPs Enhancing the FoundationJanuary ’11 – June ’11 Gain competitive advantage by adding value and exceeding needs Expanding Your Reach July ’11 – October ’12 Build advocacy and leadership by being the most trusted online source for DPs Maximizing Results/Efficiencies October ’12 – December ’13
406. Content Syndication Approach Distribution Channels REMASTER Owned Existing Digital Assets Syndication Tactics Syndication Criteria Measurable Features persuasive facts/info Meets messaging guidelines Customizable for each social/digital platform Paid Access library of materials Enhance to complement Colgate brand positioning and guidelines Repurpose to effectively reach audiences, appropriate to each channel Existing Offline Assets Earned New Digital Assets New Offline Assets Advocated Community Dialogue Evolving
413. Step 2. Facebook Ads: A Walk-Through Facebook Ads is Facebook’s primary performance-based advertising platform Option to pay on a CPC or CPM basis Best way to drive traffic to your Facebook Page Also very effective in driving traffic to Facebook applications and Event pages
414. The Self-Serve Ad System Facebook Ads is completely self-serve Provides real time feedback at campaign creation Advertisers simply place orders for people who match certain demographic or targeting requirements, and are only charged for performance
415. Budgeting & Payment The minimum daily budget is $1.00 USD, and the minimum bid per click is only $0.01 USD Advertisers can also set a lifetime budget for any campaign Budget option will automatically pace a campaign’s daily spend to be even across the period of time the campaign is set to run for By more evenly allocating spend across a campaign, advertisers can control for high and low traffic days and spend less time monitoring
416.
417.
418. Core Mechanic: A “Watertank” game developed by Levi’s to support Water.org efforts to save water and support the organization’s clean water projects across the globe.
419. Method: By playing, users can complete a series of tasks to unlock water for Levi’s to donate $250,000 around the world
422. Broad Segmentation: By Customer Lifecycle Engaged Inactive Interested The person has made a commitment and is now actively involved with the brand. She expects communications and (potentially) promotions. The lifecycle has ended and the person is no longer seeking a relationship. The person has some interest, possibly demonstrated through an action, but they are not currently committed. Lifecycle marketing is built on the idea that customers have entirely different views of a company at different points in time. Digital makes this possible for a broader range of companies
423. Thinking About Customer Lifecycle Engaged Inactive Interested Service Grow Convert Re-engage Valued content Consumer participation Upcoming event reminder Promotions, competitions and alerts Survey on dissatisfaction Incentive to re-visit web site Promotion to buy product Education about the brand and its benefits Promotion for first purchase Data collection for specific targeting Viral content Viral mechanics Cross sell Up sell Top of mind awareness - driving frequency Digital makes it easier for non-transactional brands to deliver marketing based on customer journey NOT on marketers schedules
425. Building Relationships The key to the digital success of many companies is building long-term relationships Data is the key to success to building relationships with consumers Data is the new “Intel inside” for brands to gain competitive advantage We will be looking at lifecycle marketing later in the session
426. Why Data Is Hot In the old world, every eyeball worth the same Maximizing number of users was the key In the new world, every person has a value Extracting maximum revenue from each consumer is now the objective Data is the key to media owner business success in a digital world
428. Zynga Knows It ZyngaEmploys 100 Analysts To Optimize Revenue
429. Tesco Knows It Tesco Has Given Away $3 Billion to Get Data “Our mission is to earn and grow the lifetime loyalty of our customers” Sir Terry Leahy Chief Executive
431. More data is around Opportunity Media consumption is active Interactivity Business model change Profitability Critical to performance Optimization 1 2 3 4 Why Is Data More Important Now?
435. Data Enables Conversations Capturing and using data a greater market asset than software Data is the new “Intel Inside” Without data, you cannot open relevant conversations with your customers
437. X-Sell If someone is buying, it is your best opportunity to sell them something similar Travel insurance on holidays Electronics connectors
438. Up-Sell If someone is buying, it is your best opportunity to sell them more of the same or an upgrade to make more profit 2 tickets instead of one VIP instead of standard
444. Travelocity Emails and Trip Lifecycle Objectives Post-Trip Pre-Purchase Post-Purchase Pre-Planning Gauge Satisfaction; Inspire Another Trip Cross-Sell; Provide Trip Tools Inspire the Travel Idle Convert the Travel Inspired Welcome Back Cross-Sell Thank You Bon Voyage Good Day to Buy Air Good Day to Buy Hotel Good Day to Buy TotalTrip Unannounced Fare Sales Short Notice Fare Sales Great Destinations Car Promos Hotel Promos Cruise Promos Last Minute Deals Promos Partner Marketing Promos Real Deals FareWatcher Easy Escapes Origination Fare Sales
446. How To Deliver Integrated Digital integrated from the start Creatives engaged in digital All internal client stakeholders aware of digital elements and process agreed Agency roles clarified Digital role in campaign clearly identified Digital metrics agreed up front
