Amex Training 10 08 V3

Fall Recession Edition 2008 New Media Training

What We Will Cover ,[object Object],[object Object],[object Object],[object Object]

New Media Tips for a Recession

#1 – Cut Paper Move some of your direct mail campaigns online

#2 – Focus on Earned Media ,[object Object],[object Object]

#3 – Get More Targeted A great time to get in to blog advertising

#4 – Look for Bargains http://www.alleyinsider.com/2008/10/let-s-be-serious-online-display-ads-will-fall-sharply-in-2009

#5 – Spot Emerging Trends to Find Value Hulu – under a year old, and is the #3 video site

Goals for Viral Marketing ,[object Object],[object Object],[object Object]

Viral Marketing Viral Campaign Goals by Experience Source: MarketingSherpa Viral Marketing Survey, April 2007

Viral Marketing Viral Campaign Tactics Get ‘Great Results’? Source: MarketingSherpa Viral Marketing Survey, April 2007

Viral Marketing High Impact Tactics Source: MarketingSherpa Viral Marketing Survey, April 2007

Viral Marketing Ratio of Postive ROI Viral Campaigns Source: MarketingSherpa Viral Marketing Survey, April 2007

Viral Marketing Price Ranges for Game/Quiz/Poll Sites Source: MarketingSherpa Viral Marketing Survey, April 2007

Viral Marketing Price Ranges for Cool Microsites Source: MarketingSherpa Viral Marketing Survey, April 2007

Viral Marketing Calculating Your Communication Dividend Source: http://www.bzzagent.com/downloads/BzzAgent_Paper_Four_Communication_Dividend.pdf

Amex Case Study: Root for Our City ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],POP Out of home Ads Topiary Exhibits/Street Teams Social Notes App on Website

Amex Case Study: Price Plunge ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Site Email Issuer channels

Web Stickiness ,[object Object],[object Object]

Why Web Metrics? ,[object Object],[object Object],[object Object],[object Object],[object Object]

What are the Goals? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Content Metrics ,[object Object],[object Object],[object Object],[object Object],[object Object],The purchase percentage of repeating visitors out of total sales Committed Visitors are those for whom no ongoing transaction is processed, all the transactions with them have been committed

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Scanning Visitors are those for whom at least one ongoing transaction is being processed the percentage of the number of visits to any particular page where that page was the last page in a visit, divided by the number of visits to that page. By identifying pages that result in a high percentage of visit termination, one can better address site design. Usability Metrics

[object Object],[object Object],[object Object],[object Object],[object Object],Goals and Metrics Refinement

Goal: Attracting Visitors to the Website ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Total Amount of Time Spent viewing all pages Stickiness = ------------------------------------------- Total Number of Unique Users Goal: Maximizing Stickiness

Goal : Maximizing the Sticking ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],Goal : Maximizing the Content Caliber

Goal : Improve Navigation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Site Options ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

8 Tips for Improve Your Website ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Case Study: Selects ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Site Banner Homepage module

Activity: Selects ,[object Object],[object Object],[object Object]

Activity: Selects Level 1: Hot Product Level 2: Featured Product Travel Hub ,[object Object],[object Object],[object Object],[object Object],[object Object],Next week’s items Sales occur Mon-Thurs One sale per day at pre-determined time (eg. 12pm) Network e-mail opt-in provides access to “pre-sale” 30 mins before normal sale time and previews upcoming week No set industry days – calendar determined by team to allow for flexibility Site shows items for current week only Amexnetwork.com To begin: Card # Network Email opt-in Amexnetwork Weekly E-mail Newsletter Merchant Offer Retail Hub Merchant Offer Dining Hub Merchant Offer More Hub Merchant Offer E-mail Only Offers ,[object Object],[object Object],[object Object],[object Object]

Visa Mobile Developments ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],Mobile Dis connect

Recall of Mobile Advertising Formats Source: Limbo, Inc.

Five Useful Mobile Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object]

Shortcodes Source: http://www.usshortcodeswhois.com/ The Who Is Directory Daily Show Alerts, Jokes http:// store.mobliss.com /text/ Comedy Central 22565 Text alerts http://www.vh1.com/mobile MTV Networks, division of Viacom International Inc. 22444 Chat http://www.sms1.com Mobile Telemedia, Inc. (CSC owner) 22428 Search http:// www.nytimes.com New York Times Inc. 22411 Interactive TV http:// www.abc.go.com / ABC, Inc. ABCTV 22288 Sweepstakes http:// www.cellsweeps.com SMS Marketing Group, LLC 22191 http:// mmaglobal.com G8Wave Corporate (CSC owner) 22122 Chat http://www.sms1.com Mobile Telemedia, Inc. (CSC owner) 22000 Alerts, sweepstakes http:// www.redbullusa.com Red Bull North America, Inc. 21523 College alerts http:// blast.swankmp.com Swank Motion Pictures, Inc. 20964 Reverse auction http:// www.vectormobile.com / Vector Mobile LLC 20873 Contest http:// www.fox.com Twentieth Century Fox Home Entertainment LLC 20FOX 20369 Ringtones, wallpapers, games http:// www.dishmobile.com Orion Information Services, Inc. 20100 Sports alerts http:// www.sportsline.com /wireless SportsLine.com, Inc 10806 Chat, Ringtones, Sweepstakes, http:// www.upoc.com Upoc Networks UPOC 8762 Rewards program http:// mcr.us.icoke.com The Coca-Cola Company COKE 2653 Purpose Website Company Vanity Number

David Vinjamuri [email_address] 212-543-3200

Amex Training 10 08 V3

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