Slides from Liverpool Chamber's Insight 11 digital marketing conference held at FACT, Liverpool, on 12 May 2011

1. WELCOME

2. JENNY STEWART
HEAD OF CLIENT SERVICES
LIVERPOOL CHAMBER OF COMMERCE

3. • Enewsletter recipients - 5000
• Facebook friends - 4000
• Twitter – 5,500 followers
• Linked in connections - 500

6. Thanks to our sponsors

7. #insight11
All of today’s presentations are on
www.slideshare.net/

8. ROB BIELBY
MIG
INTEGRATION OF DATA &
COMMUNICATIONS

9. Rob Bielby
Marketing Innovation Group

10. Clients who came back for more
Intelligent Marketer

11. Making a business more profitable
& building an asset
Branding and
Advertising
Customer and Prospect Data
Mass Media Direct Marketing Intelligent Marketing

12. Comparative growth
®

13. Our Approach/Philosophy
®

14. Mobile opportunity
®

15. 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.

17. Intelligent Marketing
Database Build
Multiple
Data Feeds
Strategic and Business Data Quality/
Objectives Enhancement
Reporting/ Market Data
Dashboards Positioning
/Profiling
Prospect
Customer Recruitment
Data CRM
Capture Re-activation Customer
Customer Reviews Social &
&
Segmentation &Surveys Media Customer
Loyalty
Journey

18. How to move to new levels of profit
The IM Hub
All Rights Reserved ©MIG 2008
Rob@m-i-g.com

19. Case study

20. Case study

21. Case study

22. Case study

23. Case study

24. Our Approach/Philosophy
®

25. The Customer Journey
Customer Journey
st
st 1 newsletter
Initial 1 Stock End of Month Customer
Includes ibrochure Customer Segmentation
Order Parcel 1 Retention
links
Free Gift
Welcome Letter iSurvey/ Generic Emails “Bathtub” Analysis RFMP Scoring “Pareto” Analysis
‘Bounce-back & RAF voucher Tele survey
How was it ? Stock, delivery, customer Lapsing Customers Upgrades
Email Targeted
service, returns, capture more info- family Calendar Events Re-activation Amnesty, Service offer
‘What to expect’ friends, best time & Type of contact Offers
e.g. insurance
Loyalty Ladder
Data Extract Email Birth/Anniversary
Email Extract daily:- Driven
For Calls Extract prompts
Add to safe senders Email/call
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
Tactical offers
Legend By exception
Welcome call
Action
Auto Service
Data Extract
All Rights Reserved ©MIG 2008
Rob@m-i-g.com

26. Customer Journey-B2C
Integrated customer engagement model
Recruitment Communication Data Analysis
Newspaper Website / web
Promotions form
Customer
Scheduled Loyalty Ladder Customer Segmentation
Welcome Email & Member Retention
iNewsletter/ Driven
Preferences iSurvey Purchases
iBrochure Communications
Recommend a
Friend In store
data capture
Thank you for Ad hoc Alerts
your order
“Bathtub” RFMP “Pareto”
Data Enhance Analysis Scoring Analysis
Email
iSurvey: How
was it?
Partner‟s Data
Lapsing Customers Targeted
Re-activation Amnesty Offers
Telephone Optional
Collect Loyalty
Points
Facebook
Media
Viral / Web Textfor...
searches
TV Promotions Partner
Media Website

27. 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
®

28. 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
®

29. MARK JENNINGS
FRESH NETWORKS
JIMMY CHOO SHOES:
FOURSQUARE CASE STUDY

30. The Jimmy Choo Trainer Hunt
Offline and Online engagement
Mark Jennings, Account Director
@markofrespect
@freshnetworks | info@freshnetworks.com | +44 (0)20 7692 4376

31. FreshNetworks were asked to raise awareness and
create buzz around the launch of the new Jimmy Choo
trainer collection.

32. As most purchases are made in-store, we wanted to engage
customers both offline and online simultaneously.
The solution = Foursquare

33. What we proposed…

34. The choice of trainers was perfect for engaging the existing Jimmy
Choo fan base on Facebook and Twitter.

35. 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.

36. 4,000 individuals participated on Foursquare, Twitter and
Facebook.

37. The competition details were viewed on Facebook 285,000 times.

38. 1 in 17 London Foursquare users were chasing CatchAChoo.

39. The campaign was mentioned over 4,500 times on Twitter.

40. 250 blogs and publications mentioned the CatchAChoo campaign.
Cumulative reach – top 30 blogs
140m (based on monthly traffic data)
120m
100m
80m
60m
40m
20m
-
21 Apr 24 Apr 27 Apr 30 Apr 03 May 06 May 09 May 12 May

41. Over 100 upscale locations were visited, and brand partnerships
established.

42. Positive mentions of Jimmy Choo increased by almost 40% as a
result of the campaign.
Positive brand mentions
(per day)
30
25
20
15
10
5
0
Before 28 After 28 After 6
April April May

43. The campaign was widely covered in:, Reuters, Marketing
Magazine, PR Week, Mashable, Vogue, The Evening Standard …

44. “Probably my favourite campaign that I’ve seen
in social media. Period.”
Tristan Walker (Foursquare) at Web 2.0 EXPO

45. Daily trainer sales in-store went up 33% after the Evening
Social media has “increased the level of interaction with
Standard coverage.
our brand and we‟re very pleased that FreshNetworks‟
approach has helped generate real ROI”.
Joshua Schulman, CEO, Jimmy Choo

46. © Copyright FreshNetworks 2010

47. GALA PUJOL
INDEPENDENT ARTS PRODUCER
DO YOU KNOW WHO I AM? SCAN
ME

48. PHIL BLYTHING
GLOW NEW MEDIA
SELLING SOCIAL MEDIA UPWARDS

49. Selling Social Media
Upwards
getting leadership
buy-in
Phil Blything

50. The Problem:
“Social media is changing the world yet few
senior managers trust their communications
teams to use it.”

51. That social media, its so
HOT right now!
#obama

52. crane

53. How did you hear about Bin
Laden?
Src. PC MAG
crane

54. 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....?

55. 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

56. 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

57. Why the difference in attitude?
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
risk

58. Should we convince?
rt

59. rt

60. 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

65. The arguments for...
rt

66. “...People are having conversations about
us, but we are not part of those
conversations...”
#hashtag

67. “... Usage of social media is growing
exponentially and will continue to do so
for some time...”
#hashtag

68. “... free, or low cost, tools that enable people
to publish information rapidly, to a wide
audience...”
#hashtag

69. “... Although only a small proportion of
people online actively contribute, a large
number observe online conversations
and are influenced by what they read...”
#hashtag

70. “... If we ignore conversations we may be
risking more than if we get involved...”
#hashtag

71. This better work!
#hashtag

72. 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

73. 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

74. Glow New Media
www.glow-internet.com
Follow me: http://twitter.com/phildrus
Phil: phil@glow-internet.com

75. ADRIAN McEWEN
MCQN LTD.
BEYOND THE SCREEN, CONNECTING
TO THE REAL WORLD

76. Beyond the Screen:
Connecting Digital to the
Real World
Photo credit: http://www.flickr.com/photos/marc_smith/4398987303/ Adrian McEwen - www.mcqn.com

77. Who Am I?
Putting the Internet into things since 1995
1995: Cash registers
1996: Joins STNC, embedded Internet startup
1997: PDAs – Psion Series 5
1998: Built first web browser on a mobile
phone
1999: STNC acquired by Microsoft
Adrian McEwen - www.mcqn.com

78. Who Am I?
2002: Left Microsoft, founded own company
2006: Set-top boxes
2008: Arduino
MCQN Ltd. builds Internet of Things products
for ourselves and for others.
Photo credit: http://www.flickr.com/photos/heungsub/4876380962/ Adrian McEwen - www.mcqn.com

79. Nike Grid
Adrian McEwen - www.mcqn.com

80. The Internet of Things…
...or ubiquitous computing
...or physical computing
...or ubicomp
...or pervasive computing
Photo credit: http://www.flickr.com/photos/lucamascaro/2936920531/ Adrian McEwen - www.mcqn.com

81. Why Now?
1989 2010
$1500* $0.50
* CPI Adjusted to 2008, original price: $900
Slide borrowed from Mike Kuniavsky – www.orangecone.com/ Adrian McEwen - www.mcqn.com

82. Arduino
Photo credit: http://www.arduino.cc Adrian McEwen - www.mcqn.com

83. Bubblino
Photo credit: http://www.flickr.com/photos/nuttyxander/3206466676/ Adrian McEwen - www.mcqn.com

85. Coca-Cola’s Physical “Like” Button
Adrian McEwen - www.mcqn.com

86. VW Interactive Exhibits
Adrian McEwen - www.mcqn.com

88. Thank You. Any Questions?
MCQN Ltd website: http://www.mcqn.com
Email: adrianm@mcqn.com
On twitter I’m @amcewen
These slides will be posted to
http://www.slideshare.net/amcewen
Adrian McEwen - www.mcqn.com

89. BRYAN ADAMS
PH CREATIVE
CONVERSTION RATE OPTIMISATION &
MAKING BETTER USE OF DIGITAL
MARKETING

104. 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

107. 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

113. #themeet140 in the bar @ FACT