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LEADERSHIP in DIGITAL,[object Object]
Innovation, Digital & Technology Masterclass Overview,[object Object],Objectives,[object Object],What we’ll be doing,[object Object],Help you fully understand how technology is changing marketing and advertising,[object Object],Looking at the impact of digital technology on marketing strategy,[object Object],To understand what it takes to deliver world-class strategy and best practice implementation,[object Object],Pin-pointing the most useful,  practical information for you to have,[object Object],Put it all into practice by using some key new  tools, and by creating live strategies for clients,[object Object],Translate some of this for healthcare marketing,[object Object]
Agenda – Day 1 –Integrated Digital Strategy,[object Object],The impact of technology on business,[object Object],The role of tech in communi-cations,[object Object],Defining the right objectives,[object Object],1,[object Object],2,[object Object],3,[object Object],Generating and using audience insights,[object Object],Using strategy models to integrate technology,[object Object],Generating,[object Object],relevantideas that connect with consumers,[object Object],4,[object Object],5,[object Object],6,[object Object]
Agenda – Day 2 – Best Practice & Action,[object Object],Using strategy models to integrate technology,[object Object],Generating,[object Object],relevantideas that connect with consumers,[object Object],1,[object Object],2,[object Object],Key Trends,[object Object],4,[object Object],Measurement & optimisation,[object Object],3,[object Object]
About Me,[object Object]
UTalkMarketing.com,[object Object],We focus on the knowledge that marketers need to deliver modern strategy and best practice,[object Object],Our global network of trainers are best-in-class consultants who are recognised experts in their field,[object Object],>,[object Object],>,[object Object]
Who Are You?,[object Object]
What Would You Like To Discuss?,[object Object],What Are The Challenges You Are Facing In Delivering Digital Growth?,[object Object]
Group Exercise – Digital & Technology Challenges,[object Object],In groups of 6 at lunch,[object Object],What’s stressing you out about delivering marketing in world of constant innovation and technology driven change?,[object Object],>,[object Object],Take 15 minutes to make a list of the issues challenging you to integrate digital into what you do,[object Object],>,[object Object]
Why Technology Changes What We Do,[object Object]
History of Mass Media - Print,[object Object],1453,[object Object],Guttenberg press introduces mass publications,[object Object],Time to one billion readers: 467 years ,[object Object]
History of Mass Media – Telephone ,[object Object],1876,[object Object],Alexander Graham Bell invents the telephone,[object Object],Time to one billion users: 114 years ,[object Object]
History of Mass Media - Cinema,[object Object],1895,[object Object],The Lumière brothers project the first motion picture,[object Object],Time to one billion users: 81 years ,[object Object]
History of Mass Media - Radio,[object Object],1897,[object Object],Marconi patents the wireless telegraph,[object Object],Time to one billion users: 53 years ,[object Object]
History of Mass Media - Television,[object Object],1927,[object Object],Bell Labs demonstrate TV in the U.S.,[object Object],Time to one billion users: 48 years ,[object Object]
History of Mass Media – The Web,[object Object],1992,[object Object],Tim Berners-Lee invents the Web,[object Object],Time to one billion users: 13 years ,[object Object]
History Of Mass Media – Web 2.0,[object Object],2004,[object Object],O’Reilly media coins term “web 2.0”,[object Object],Time to one billion users: 4 years ,[object Object]
Gordon Moore And His Law,[object Object]
Moore’s Law In Action,[object Object]
The Impact On Consumer Behaviour,[object Object]
A World Of Spontaneous Communication,[object Object],155 million tweets sent every day,[object Object],4.5 billion Facebook messages per day,[object Object],200,000 text messages sent every second,[object Object]
Charlie Sheen - #tigerblood #winning,[object Object]
Constantly Connected,[object Object]
Multi-tasking Is Standard,[object Object],86% of mobile phone owners use the internet on their handset while watching TV,[object Object],* source: Yahoo/Nielsen 2010,[object Object]
An Attention Span of Seconds,[object Object],[object Object]
50% of users read only the first two words of a google search result
Average length of time playing for a YouTube video is 2.5 seconds,[object Object]
In An On-Demand World,[object Object]
Purchasing On Demand Too,[object Object],Ecommerce will account for $192 billion in sales value in 2011…,[object Object],Which is more than the economic output of the Philippines,[object Object]
Influence Of Digital Channels,[object Object],…but online shopping behaviour will influence $1.1 TRILLION in retail sales…,[object Object],…more than the economic output of Canada,[object Object]
Consumers In Healthcare Are No Different,[object Object],Visit,[object Object],MD,[object Object],30,[object Object]
Today’s Healthcare Purchase Journey Is Dramatically Different,[object Object],31,[object Object],Viewtrendsorfashionvideo,[object Object],Readsponsoredcontent,[object Object],Mashupavideo,[object Object],Research,[object Object],product,[object Object],Readreview,[object Object],Uploadpics ofpurchases,[object Object],Updateprofile,[object Object],Viewad,[object Object],Socialbookmarkproductsorcontent,[object Object],Passalongemail,[object Object],Registeraccount,[object Object],Talk onlive chat,[object Object],Visit,[object Object],MD,[object Object],Postblogentry,[object Object],Usevisualizationtool,[object Object],Join aconsumerpanel,[object Object],Visitastore,[object Object],Searchforbrand,[object Object],Contributetomessageboard,[object Object],Rateaproduct,[object Object],Shop viarecommerce,[object Object],Filloutsurvey,[object Object],Write aproductor servicereview,[object Object],Subscribeto a powerreviewer,[object Object],Embedawidget,[object Object],Uploadpics toflickr,[object Object],Clickthroughemail,[object Object],Click tocall,[object Object],Useexpresscheckout,[object Object],Sign upforsweepstakes,[object Object],Readmicro-bloggingmessage,[object Object],Internetwith richmediaad,[object Object],Readexperttips,[object Object],ReadRSSfeed,[object Object],Join abrandfan site,[object Object],Viewhow-tovideo,[object Object],Browsefavoritesites,[object Object],Passalonglinks,[object Object],Reviewareviewer,[object Object]
Consumers More Satisfied with Health Information from the Internet,[object Object],Source: Manhattan Research Cyber Citizen Health v7,[object Object]
The Same Changes In Marketing Strategy,[object Object],33,[object Object],Viewtrendsorhealthvideo,[object Object],Research,[object Object],drug,[object Object],Readreview,[object Object],Uploadpics ofexperience,[object Object],Visit,[object Object],MD,[object Object],Visitastore,[object Object],Visit,[object Object],MD,[object Object],Searchforbrand,[object Object],Embedawidget,[object Object],Uploadpics toflickr,[object Object],Orderonline,[object Object],Internetwith richmediaad,[object Object],Passalonglinks,[object Object]
The Impact On Marketing,[object Object]
Internet passes Newspapers…closes in on TV,[object Object]
Online Advertising Growth Rates in the US,[object Object]
Grey 2 Day Leadership Aug2011
 We Are No Longer In Control ,[object Object]
Grey 2 Day Leadership Aug2011
Grey 2 Day Leadership Aug2011
Consumers Expect Interaction,[object Object]
Fake Gap Logos,[object Object]
Grey 2 Day Leadership Aug2011
Grey 2 Day Leadership Aug2011
If You Don’t Believe Me…,[object Object],http://www.youtube.com/watch?v=-rTzIAWI4Ms,[object Object]
Does This Apply To Healthcare…,[object Object]
Motrin,[object Object],Client,[object Object],Johnson & Johnson,[object Object],Brand,[object Object],Motrin,[object Object],Product,[object Object],Ibuprofen based product sold in the US Pain relief drug available for adults and children,[object Object],Target,[object Object],Mothers with Children,[object Object],Agency,[object Object],Taxi - New York office,[object Object],Campaign,[object Object],Start - 30 September 2008,[object Object],Pulled - 17 November 2008,[object Object],Media,[object Object],Online and offline integrated campaign,[object Object]
Standard Website,[object Object]
In The Background,[object Object],Running at the same time was a campaign run by an international non profit organisation,[object Object],International Baby Wearing Week ,[object Object],November 12th – 18th,[object Object]
Motrin - The Video,[object Object],Over 255,000 Views,[object Object],http://www.youtube.com/watch?v=Mztymu72l7c&feature=related,[object Object]
The power of influencers,[object Object],Name - Jessica Gottlieb,[object Object],Age – 38 years old,[object Object],Location - Los Angeles, CA,[object Object],Picked up by an avid twitter fan Jessica Gottlieb who wrote about how annoyed she was,[object Object],She was recently a featured panellist at the Consumer Reports Health Summit ,[object Object],- Twitter over 5000 followers,[object Object],- Top Facebook network in LA,[object Object],- Top Blog in LA,[object Object],Nielson - she was one of the top 10 Bloggers and Influencers Who Made a Mark in 2008,[object Object]
Unhappy Moms,[object Object],Thousands of mums from around the world started to comment on it through Twitter,[object Object],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. ,[object Object],The thing that most offended me was that opening statement that you wear children as a fashion accessory, like a pair of earrings?,[object Object],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! ,[object Object],I am a mother, but not truly a mommyblogger, because we blog about our world travel. ,[object Object],Still I participated in the Youtube protest about the Motrin add. ,[object Object]
Huge Spikes on Twitter,[object Object]
The Backlash,[object Object],- Thousands of Twitter posts,[object Object],- This spread to Blogs,[object Object],- News groups,[object Object],- Websites,[object Object],- Motrin were bombarded with email complaints,[object Object],- Picked up by the media,[object Object],- Spread globally,[object Object],http://crunchydomesticgoddess.com/2008/11/16/motrins-response-to-the-onslaught-of-complaints/,[object Object]
Lots of Sites Picked It Up,[object Object]
The Bad Press Spreads,[object Object],Searches around this increased substantially ,[object Object],It reached well beyond the USA,[object Object]
Facebook – Boycott Group,[object Object],Babywearing isn't painful. Boycott Motrin for saying it is.,[object Object]
They Were Not Happy,[object Object],Moms posted their own videos on You Tube criticising Motrin,[object Object],Over 21,000 hits,[object Object],Over 89,000 hits,[object Object]
Motrin - Public Apology,[object Object],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. ,[object Object],We believe deeply that moms know best and we sincerely apologize for disappointing you.,[object Object],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. ,[object Object],It will take longer, unfortunately, for it to be removed from magazine print as it is currently on newstands and in distribution.,[object Object]
Website,[object Object],The Site got pulled for 2 days while they stripped out the content,[object Object]
They Were Ridiculed,[object Object]
Understanding The Impact Of Technology On Client Business Unlocks Successful Digital Communication,[object Object]
“We have studies showing that brands connecting aggressively through social mediaare generating far greater revenue growth than those that are not.”,[object Object],“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.”,[object Object],Marc Pritchard, Chief Marketing Officer, Procter & Gamble, September, 2009 ,[object Object]
CMO’s Brain As Bar Chart,[object Object], Listings, distribution,[object Object],Business,[object Object],reporting,[object Object],Product Innovation,[object Object],Business Planning,[object Object],Comms campaigns,[object Object],Digital comms,[object Object]
The Traditional Marketing P’s And Technology,[object Object],Product,[object Object],The nature of what a brand can do for consumers has been transformed by technology,[object Object],Price,[object Object],Price transparency is transformational in some categories,[object Object],Placement,[object Object],E-, M-, and S-commerce are revolutionizing many categories,[object Object],Promotion,[object Object],Not just where brands promote has changed, but how they do it,[object Object]
Is There Digital Impact,[object Object],On Product?,[object Object]
Impact On Product,[object Object],Creating products which include digitally delivered services to bolster value propositions to consumers,[object Object],Personalising products and enabling mass customisation cheaply,[object Object],Developing products for niche audiences – using the long tail distribution opportunities to increase SKU offering,[object Object],Involving consumers in product development and design,[object Object]
Nike Training Club,[object Object],Providing a service as part of the product proposition,[object Object],Helping women to maintain fitness,[object Object],Huge investment in content and distribution,[object Object],Following on Nike google maps mashups,[object Object],Great data acquisition,[object Object],Long-term relationships,[object Object]
Special K App,[object Object]
J&J Black Bag,[object Object]
Sleep Cycle,[object Object]
Lego Builder,[object Object]
Burger King iPhone App,[object Object],The application also tracks and saves order history and then acts as a loyalty card by offering incentives and deals,[object Object],The goal behind this application is to drive incremental same-store sales,[object Object],So far orders placed via the application have been 25% larger than in-store,[object Object],When customers start using the service, they increase their frequency of visits by 42%,[object Object],The mobile offering takes existing loyal customers and increases their value by 75%,[object Object]
Google Customization,[object Object],Google’s starred search results are specifically highlighted for you,[object Object]
Leveraging the Long Tail ,[object Object]
Leveraging the Long Tail ,[object Object]
Leveraging the Long Tail  For Niche Products,[object Object],Via Google Or Ebay,[object Object],When users search for something specific, Google can deliver the right content,[object Object],Suddenly a business selling oak flooring can be successful,[object Object],Google and other digital channels connect niche products with buyers efficiently,[object Object]
Crowd Sourced R&D: Dell Ideastorm,[object Object]
Workshop,[object Object],Split into groups of 4,[object Object],Pick a brand that one of you works on,[object Object],>,[object Object],Brief the group on the brands toplineobjectives, current activity and target audience,[object Object],>,[object Object],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?,[object Object],>,[object Object],Pick your best one and be ready to present back if asked,[object Object],>,[object Object],You have 15 minutes,[object Object]
Recap,[object Object],Creating products which include digitally delivered services to bolster value propositions to consumers,[object Object],Personalising products and enabling mass customisation cheaply,[object Object],Developing products for niche audiences – using the long tail distribution opportunities to increase SKU offering,[object Object],Involving consumers in product development and design,[object Object]
Is There Digital ImpactOn Price? ,[object Object]
Consumers Have Access To Perfect Information,[object Object],Old world: information ‘asymmetry’,[object Object],[object Object]
Consumers had to work hard to get itNew world: information ‘symmetry’,[object Object],[object Object],Information symmetry is behind the success of leading ecommerce categories,[object Object]
Perfect Information: Travel,[object Object]
Google Price Comparison ,[object Object]
Drug Reviews / Price Site,[object Object]
Is There A Digital Impact On Placement (Distribution)?,[object Object]
Impact On Placement,[object Object],Digital offers new sales channels,[object Object],Not just through direct and third party websites,[object Object],Mobile applications & SMS too,[object Object]
[object Object],e-Commerce – Coming of Age,[object Object],Early Internet users failed to shop extensively online: ,[object Object],The number of online stores was limited,[object Object],Consumers didn't feel comfortable providing personal financial information online,[object Object],Internet access technology remained slow,[object Object],Users face a very different eCommerce environment:,[object Object],The supply side is well developed in most major markets,[object Object],Broadband access technology is widespread,[object Object],Security concerns have waned,[object Object]
Online Influence / Offline Sales,[object Object]
Some Categories More Than Others,[object Object]
Drugstore.com,[object Object]
Surprising Direct Successes,[object Object],“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”,[object Object]
What Are The Market Dynamics?,[object Object],Disintermediation is a key factor in many markets that have exposure to digital,[object Object],Old Model,[object Object],New Models,[object Object],Brand,[object Object],Brand,[object Object],Brand,[object Object],Agent,[object Object],Aggregator,[object Object],Consumer,[object Object],Consumer,[object Object],Consumer,[object Object]
P&G Direct ,[object Object]
P&G Estore,[object Object]
Max Factor Facebook Shop,[object Object]
Social Distribution,[object Object]
Is There An Impact,[object Object],On Promotion? ,[object Object]
Digital Technology Impact On Promotion ,[object Object],The nature of “promotion” has fundamentally changed ,[object Object],As well as new places to  try and influence consumers,[object Object],There are new ways of influencing as well ,[object Object],New opportunities to demonstrate your value to client,[object Object]
Explosion Of Media Choices,[object Object]
Push AND Pull: Twelpforce,[object Object],http://www.youtube.com/watch?v=Fu0BelA89lk,[object Object]
Location Based Marketing,[object Object]
High Frequency With Permission,[object Object],The eBay Widget updates consumers on a bid by bid basis,[object Object]
Content Integration,[object Object],For the weight loss drug website Alli where does content end and advertising start?,[object Object]
1,[object Object],2,[object Object],3,[object Object],Highly Targeted Opportunities - Search,[object Object],    I search,[object Object],I see highly relevant advertising,[object Object],I click on one and find highly relevant content,[object Object],Behavioural Targeting Creates same effect in display,[object Object]
Measurement & Optimisation,[object Object],Optimisation Value,[object Object],250%,[object Object],Testing,[object Object], Application,[object Object],Digital creates high ROI opportunities for optimisation of brand building activities,[object Object]
PPC Optimization Exercise ,[object Object],Keyword = Advertising, Adverts,[object Object],Landing page = http://www.utalkmarketing.com,[object Object],Title: 25 Characters,[object Object],Body copy: 2 x lines of 35 characters,[object Object],Please email them to: Jessica@utalkmarketing.com,[object Object],Please put all text in the body copy of the email,[object Object],Success criteria: Click Through Rate,[object Object]
Digital Diagnostic Tool: What Is The Digital Impact On Your Brand?,[object Object],Product Opportunities,[object Object],Pricing Challenges,[object Object],Distribution Opportunities,[object Object],Promotional Opportunities,[object Object],Where we are now: score each box out of 10 for each brands current performance,[object Object]
Digital Diagnostic Tool: What Is The Digital Impact On Your Brand?,[object Object],Product Opportunities,[object Object],Pricing Challenges,[object Object],Distribution Opportunities,[object Object],Promotional Opportunities,[object Object],Where could we be: score each box out of 10 for each brand for digital potential,[object Object]
DIGITAL LEADERSHIP ,[object Object],MASTERCLASS RECAP,[object Object]
Creating A DigitalCommunications Strategy,[object Object]
The Digital Communications Process,[object Object],How communication strategy is different with technology involved,[object Object],How to set the right objectives with your clients,[object Object],How to find and use additional insight into new consumer behaviour,[object Object],Some planning models you can put into practice tomorrow,[object Object],How to create an idea that can work across multiple platforms,[object Object],How to measure success,[object Object]
Digital Strategy Planning Process,[object Object],RESEARCH AND DISCOVERY,[object Object],1,[object Object],Conduct Digital Dxof,[object Object],CURRENT ONLINE POSITIONING & COMPETITIVE LANDSCAPE,[object Object],Prioritizeand Understand,[object Object],TARGET AUDIENCES ,[object Object],Understand and determine,[object Object],OVERALL STRATEGIC BUSINESS IMPERATIVES,[object Object],2,[object Object],STRATEGY, TACTICS AND IMPLEMENTATION,[object Object],DIGITAL VISION, STRATEGY & TACTICS,[object Object],IMPLEMENTATION PLAN (INCLUDING RESOURCES, HEADCOUNT, BUDGET),[object Object],CONTENT SYNDICATION & CURATION PLAN,[object Object],MEASUREMENT PLAN,[object Object],3,[object Object],SUCCESS DEFINITION & MEASUREMENT PLAN,[object Object]
Work to Date,[object Object],Planning,[object Object],Strategy Development,[object Object],Implementation,[object Object],Professionalmarketingbest practices meeting with ghg,[object Object],Professionaldigital planning meeting  ,[object Object],Competitive assessment and online information journey for DPs conducted,[object Object],Strategy workshop with US team,[object Object],Strategy workshop with Global team / PLN,[object Object],Strategy development and review,[object Object],Strategy reviewed and revised,[object Object],Competitive research presented to US team,[object Object],Strategy presented to Jack and Nigel,[object Object],Strategy presented to US team,[object Object],Strategy presented to PLN,[object Object],Digital taskforce implemented,[object Object],Phase 1 Taskforce plan implemented,[object Object],Strategy implementation began ,[object Object],Strategy presentationto Fabian,[object Object],Taskforce Phase 2 plan underway,[object Object],January, 2011,[object Object],February, 2011,[object Object],March, 2011,[object Object],April, 2011,[object Object],May, 2011,[object Object],October, 2010,[object Object],November, 2010,[object Object],December, 2010,[object Object]
115,[object Object],Branded Websites Increase Refill Rates,[object Object]
Communication StrategyShifts,[object Object]
It Isn’t Always Campaign-based,[object Object],When clients use the word “campaign”, it suggests a targeted and time sensitive communication,[object Object],It also implies there will be a beginning and an end,[object Object],Much digital activity is actually a long-term business commitment,[object Object],Managing branded content like a website or a social media page requires:,[object Object],A long term commitment,[object Object],Ongoing investment,[object Object]
AT&T Facebook Page,[object Object]
AT&T Facebook Page,[object Object]
Technology Drives Active Participation  ,[object Object],Some uses of media are broadcast in nature,[object Object],Physical consumer participation is limited,[object Object],Technology enables 3-dimensional participation through media platforms,[object Object],Consumers actively consume it,[object Object],Digital projects require you to map out all the possible ways consumers will use what you’re creating,[object Object]
Most Importantly,[object Object],In traditional marketing, advertising is often consumed passively,[object Object],Most digital marketing is consumed actively – people physically interact,[object Object]
From Art,[object Object]
To Architecture,[object Object]
Being An Architect,[object Object],Understanding how people use your buildings - function,[object Object],Extreme focus on safety and the technical issues that drive safety,[object Object],Working collaboratively with partners and suppliers who specialise in different areas of building,[object Object],Thinking about the long term sustainability of the building,[object Object],Making them look good - form,[object Object]
The Challenge For Healthcare Agencies,[object Object],For consumer-oriented treatments and drugs this is all fine,[object Object],For restricted drugs and marketing to HCP’s much more strategic complexity,[object Object],Smaller number  of target audiences,[object Object],Fewer opportunities  to deliver,[object Object]
The Impact Of Healthcare Regulation On Strategy,[object Object]
The FDA and Social Media,[object Object],[object Object]
More than 800 people tried to register for the FDA event, which was held in a meeting room that seats 350127,[object Object]
Social Media and Adverse Event Reporting ,[object Object],[object Object]
Does social media reporting trigger the AE reporting requirements?
At the moment the answer is no...
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,[object Object]
Social Media and Adverse Event Reporting,[object Object],[object Object]
The pharmaceutical company should have knowledge of
An identifiable patient
An identifiable reporter
A specific drug or biologic involved in the event
An adverse event or fatal outcome
If any of these basic elements remain unknown a report on the incident should not be submitted to the FDA129,[object Object]
Social Media and Adverse Event Reporting,[object Object],130,[object Object]
Getting A Strategy Approved: Your Experience,[object Object]
Getting your idea approved in the Healthcare industry,[object Object],[object Object]
Regulatory team aren’t saying no because they don’t like you
More likely they understand external and internal rules better than you
As you develop your program spend time understanding the rules that could impact it
Will make the approval process much simpler  132,[object Object]
Getting your idea approved in the Healthcare industry,[object Object],[object Object]
You might be a social media expert
Chances are the people reviewing your program aren’t
Use language they are familiar with
Educate them, help them understand the finer points of a channel
Do it ahead of time, the meeting where you’re looking to get approval is too late 133,[object Object]
Getting your idea approved in the Healthcare industry,[object Object],[object Object]
‘Yes if...’ indicates a member of the regulatory team that is willing to help you find a way to make your idea possible
‘No because...’ indicates someone who is only interested in following the rules and regulations to the letter
It doesn’t have to be that way
Force your regulatory teams to think about the issue with “Yes, if…” instead of “No, because…” It’s a powerful difference
Talk this way yourself, come to meetings with lots of ideas and alternatives 134,[object Object]
Creating A Digital Strategy,[object Object],Setting The Right Objectives,[object Object]
Setting Objective For Digital,[object Object],Many brands execute digital activity without having clear objectives as to why…,[object Object],What is the specific role of technology within your marketing strategy?,[object Object],What are the specific measures you will use to identify success?,[object Object],What are the right digital disciplines to use to achieve success?,[object Object]
Digital Objectives,[object Object],THE MONEY! ,[object Object]
The Funnel In Marketers Heads,[object Object],Source: Forrester,[object Object]
The Funnel In Consumer Action,[object Object],Source: Forrester,[object Object]
Data vsObjectives,[object Object],[object Object]
Social media
Brand siteTraffic,[object Object],[object Object]
Improve search performanceLinks,[object Object],[object Object]
SalesEngag-,[object Object],ement,[object Object],[object Object],Search,[object Object],position,[object Object]
Metrics Opportunities,[object Object],Source: Nielson,[object Object]
Short vsLong Term,[object Object],Shorter Term  / shopper type measures,[object Object],Using web analysis tools,[object Object],CTR’s,[object Object],Pass on or likes,[object Object],Longer term / engagement measures,[object Object],Brand equity,[object Object],Awareness,[object Object],Sentiment,[object Object],The ideal set of objectives should have both types of measures and cover all activity ,[object Object]
Boosting Short Term Measures: Defining Conversion,[object Object],Analysis industry built around the idea of “conversion”,[object Object],Conversion does not have to be an immediate transaction,[object Object],Conversion could be:,[object Object],An email sign up,[object Object],A iphoneap install,[object Object],A length of engagement on a website,[object Object],A number of clicks,[object Object],A visit to a product information page,[object Object],Passing content on within social media,[object Object],Retweeting, liking,[object Object],An SMS enquiry,[object Object],A broader definition opens up optimisation and analytics for all brands,[object Object],Not perfect but can be overcome with careful planning,[object Object]
Web Analytics can be “short term” or “long-term”,[object Object]
Analytics Programs,[object Object]
Identify a clear objective,[object Object],Technology is a means ,[object Object],to that end,[object Object]
Common Objective Setting Traps,[object Object]
Key Problem: Undue Focus On CTR,[object Object],Two Groups – One saw Research conducted over a month with over 500,000 impressions exposed,[object Object],Group A shown an ad for the Red Cross – the control audience,[object Object],Group B shown an ad for a well known travel company!,[object Object],Both sets of users were tracked by Travelocity and the partner ad network,[object Object],Even after controlling for people who would visit the site anyway,  CTR underestimates the impact of the banner by 40%!,[object Object]
Most current measurement systems don’t go,[object Object],beyond the last referrer,[object Object],Conversion,[object Object],Display,[object Object],Aggregator,[object Object],Search,[object Object],Interaction,[object Object],User path 1,[object Object],Conversion,[object Object],Search,[object Object],User path 2,[object Object],Conversion,[object Object],Display,[object Object],Search,[object Object],User path 3,[object Object]
Stage 1:,[object Object],Generating Consumer Insight,[object Object]
Each Digital Campaign Requires Specific Digital Insight,[object Object],Each brand may have segments at different levels of sophistication,[object Object],It’s critical to generate specific digital insights in briefs,[object Object],Customer journey analysis is particularly useful,[object Object],We will be looking at this and some tools later,[object Object],Strategy WILL be more complex for some time,[object Object]
Tools You Can Use Now! ,[object Object],Search Behaviour,[object Object],[object Object]
Google Insights For Search
Google Adwords ToolSocial Behaviour,[object Object],[object Object]
Social mention / Viral Heat
Sysomos / Radian 6 / Buzz Metrics (paid for)Website,[object Object],[object Object]
Omniture / Google Analytics / Web Trends,[object Object]
Healthcare Specific Insights,[object Object]
Understanding Consumer Demand,[object Object]
Understanding Where Your Consumers Are,[object Object]
Understanding Seasonal Trends,[object Object]
Understanding Changing Market Dynamics,[object Object]
Understanding Competitive Situation,[object Object]
Understanding Competitive Situation,[object Object]
Forrester Engagement Tool: Groundswell,[object Object],“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”,[object Object]
Free Social Tools You Can Use,[object Object]
Google Search Options,[object Object]
Social Aggregators – Social Mention,[object Object]
Twitter Search ,[object Object]
Where Are Your Audience Going?,[object Object],Free tools to identify channel insights:,[object Object],Google Ad Planner,[object Object],You can hone your targeting strategy,[object Object],Get insight into the kind of content your audience are looking for and visiting,[object Object]
Understanding What Sites People Visit:,[object Object],Google Ad Planner,[object Object],Can be used to identify target content platforms based on behaviour or on demographics,[object Object]
Ad Planner Results,[object Object]
Website Usage Analysis,[object Object],Why are people coming?,[object Object],What content is popular?,[object Object],What keywords do people use?,[object Object],What drives return visits?,[object Object],What different segments do you have?,[object Object]
Grey 2 Day Leadership Aug2011
Exercise: Consumer Insight: Where To Look,[object Object],Search Behaviour,[object Object],Google Insights For Search,[object Object],Google Adwords Tool,[object Object],Social Behaviour,[object Object],Twitter ,[object Object],Social mention / Viral Heat ,[object Object],Specialist medical sites like Sermo,[object Object],Sysomos / Radian 6 / Buzz Metrics (paid for),[object Object],Website,[object Object],Google Ad Planner,[object Object],Omniture/ Google Analytics / Web Trends,[object Object],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,[object Object]
Audience Research,[object Object],Split into three groups. To maximize your time, each group will explore a different area of audience behaviour,[object Object],You will have 20 minutes to generate insights in your area,[object Object],You will then get back together to share your insights and determine which are the most important ,[object Object],These insights will then be used to build a strategy,[object Object],What you’re looking for:,[object Object],How your audience behaves,[object Object],What content they need,[object Object],What content engages them,[object Object],How competitors are engaging them,[object Object]
Leveraging The Brand Positioning,[object Object]
The Position Comes First…,[object Object],Position,[object Object],Experiences,[object Object],Bought Media,[object Object],Digital display,[object Object],Mobile advertising,[object Object],Social advertising,[object Object],Paid Search,[object Object],Owned Media,[object Object],Websites,[object Object],Mobile sites,[object Object],Applications,[object Object],Branded social ,[object Object],pages or channels,[object Object],Natural Search,[object Object],Earned Media,[object Object],Forums,[object Object],Reviews sites,[object Object],Blogs,[object Object],Social Networks,[object Object],Sharing platforms,[object Object]
The Strategy,[object Object],The strategy is HOW you will deliver the purpose in a compelling way to consumers,[object Object],How can you make this relevant to your audience?,[object Object],What kind of content can you communicate this message through?,[object Object],That’s why insight is essential,[object Object]
Some Positions That Translate Well To Using Technology,[object Object],Enables everyone to achieve their athletic potential,[object Object],Is your partner for weight loss,[object Object],Helps you realise your technology dreams,[object Object],Helps you make the most of the time you spend with your pet,[object Object]
Special K Creative Strategy,[object Object],Purpose,[object Object],The Idea,[object Object],The Tactics,[object Object],The Insights,[object Object],The Content Strategy,[object Object],Losing weight is about more than eating cereal. ,[object Object],Search insights: people  are searching for calorie information,  diet plans, recipes,[object Object],Social Insights: people complain about how hard it is to stick to their diet plan. People ask for help. People need support,[object Object],Web site insights: the target audience spend large amounts of time on recipe sites,[object Object],We will create tools and content that help people lose weight and promote special K as your partner for weight loss ,[object Object],Losing weight is about more than eating cereal.  Special K can take an active role in helping people manage and maximise their weight lose regime,[object Object],[object Object]
Facebook page
Private Facebook groups
Twitter community management
Recipes via website and apps
Meal plansWe exist to help women achieve the  weight they want,[object Object]
Using Different Approaches To Provide The Right Experiences To Consumers Based On Purpose,[object Object]
Different Buying Processes Require Different Models,[object Object],Low involvement,[object Object],High involvement,[object Object],Complex buying behaviour,[object Object],(Car),[object Object],Influence model or lifecycle or both,[object Object],Variety-seeking buying behaviour,[object Object],(Confectionary),[object Object],Engagement model,[object Object],Significant differences between brands,[object Object],Dissonance-reducing buying behaviour,[object Object],(LCD TV),[object Object],Influence or lifecycle or both ,[object Object],Habitual buying behaviour,[object Object],(Detergent),[object Object],Engagement model,[object Object],Few differences between brands,[object Object]
Where Are Your Brands?,[object Object],Low involvement,[object Object],High involvement,[object Object],Significant differences between brands,[object Object],Few differences between brands,[object Object]
3 Different Approaches To Making Purpose Come To Life,[object Object],Translated into shopper experiences,[object Object],[object Object]
You may know when they’re shopping
Build experiences that influences them Translated into engagement,[object Object],experiences,[object Object],[object Object]
You can’t target them as they shop
You build experiences that builds engagementPurpose,[object Object],Participation,[object Object],Translated into lifecycle experiences,[object Object],[object Object]
You know what messages might drive more revenue
You build experiences customized for each consumer based on their history,[object Object]
HCP keeping up to date on treatments
Need to be there where they look for infoTranslated into engagement,[object Object],experiences,[object Object],[object Object]
Need to raise their awareness – need to go to where they arePurpose,[object Object],Participation,[object Object],Translated into lifecycle experiences,[object Object],[object Object]
Need to build the relationship,[object Object]
Model 1: The Shopper Experience,[object Object],Where Are My Audience And What Content Do They Need To Make Decisions?,[object Object]
New media landscape,[object Object],Most trusted,[object Object],radio,[object Object],mags,[object Object],newspapers,[object Object],online ads,[object Object],outdoor,[object Object],television,[object Object],EARNED MEDIA,[object Object],First-person commentary and content about the brand posted and shared across a variety of venues,[object Object],“Social Media” outlets also support both Bought Media (e.g., ad banners, sem/ppc, etc.) and Owned Media (e.g., widgets, apps, etc.),[object Object],bricks &mortar,[object Object],‘advertising’,[object Object],productsite(s),[object Object],corporatewebsite,[object Object],DM / CRM,[object Object],OWNED MEDIA,[object Object],All media directly owned by the brand. These destinations provide a platform to drive marketing messages and tools to create Earned Media,[object Object],mobile,[object Object],video sharing,[object Object],social networks,[object Object],blogs,[object Object],forums,[object Object],personal pages,[object Object],msm sites,[object Object],BOUGHT MEDIA,[object Object],campaignsite(s),[object Object],socialmedia,[object Object],community,[object Object],Typical corporate media spend Drives people to Owned Media,[object Object],email,[object Object]
Questions To Ask,[object Object],How do your audience “shop” this category?,[object Object],Online vs offline share of engagement,[object Object],Role of online in the decision path – what is it used for?,[object Object],Non-traditional digital competitors for attention,[object Object],How do my specific target audience use digital to shop this category?,[object Object],What type of content drives engagement?,[object Object],Where should the emphasis be?,[object Object],Owned vs bought vs earned?,[object Object]
Influence Of Digital Varies By Category,[object Object]
Shopping Persona’s In Travel,[object Object]
First Choice Website...,[object Object]
First Choice Content ,[object Object]
First Choice Advertising...,[object Object],Message Tested: "That's why we're _____",[object Object],370x320,[object Object],Note: Creative screenshots are not to size,[object Object]
Most useful sources of finance information,[object Object],grouped touch-points,[object Object],Where buy,[object Object],from,[object Object],ReachingDecision,[object Object],Thinking,[object Object],Doing Research,[object Object],Best Deal,[object Object],Recommendation/ Reviews 49%,[object Object],Recommendation/ Reviews 61%,[object Object],Recommendation/ Reviews 57%,[object Object],Recommendation/ Reviews 59%,[object Object],Recommendation/ Reviews 43%,[object Object],Online,[object Object],Recommend,[object Object],/WOM,[object Object],Online 32%,[object Object],Online 51%,[object Object],Online 43%,[object Object],Online 41%,[object Object],Online 30%,[object Object],Previous Exp,[object Object],Advertising 30%,[object Object],Direct 32%,[object Object],Previous experience 33%,[object Object],Direct 26%,[object Object],Previous experience 23%,[object Object],In store/Store,[object Object],Advertising 32%,[object Object],Advertising 24%,[object Object],Advertising 19%,[object Object],Direct 25%,[object Object],Direct 30%,[object Object],Advertising,[object Object],Direct,[object Object],Advertising 22%,[object Object],Previous experience 21%,[object Object],Previous experience 22%,[object Object],Previous experience 23%,[object Object],Direct 17%,[object Object],In store/store 13%,[object Object],Promotion / special offer 15%,[object Object],In store/store 15%,[object Object],In store/store 16%,[object Object],In store/store 16%,[object Object]
Most useful sources of finance information,[object Object],individual sources,[object Object],Where buy,[object Object],from,[object Object],ReachingDecision,[object Object],Thinking,[object Object],Doing Research,[object Object],Best Deal,[object Object],Previous experience of FSP 21%,[object Object],Online search engine 29%,[object Object],Best buy tables 26%,[object Object],Previous experience of FSP 33%,[object Object],Previous experience of FSP 23%,[object Object],Online search engine 17%,[object Object],FSP website 27%,[object Object],Price comparison website 25%,[object Object],IFA advice 24%,[object Object],FSP website 15%,[object Object],Recommendation 16%,[object Object],Best buy tables 26%,[object Object],Previous experience of FSP 23%,[object Object],FSP website 23%,[object Object],Online search engine 14%,[object Object],Articles in newspapers/mags 15%,[object Object],Price comparison website 25%,[object Object],Online search engine 20%,[object Object],Best buy tables 19%,[object Object],IFA advice 13%,[object Object],Financial supps in papers/mags 15%,[object Object],Articles in newspapers/mags 23%,[object Object],IFA advice 20%,[object Object],Price comparison website 17%,[object Object],Best buy tables 11%,[object Object],IFA advice 15%,[object Object],Financial websites/portals 22%,[object Object],FSP website 19%,[object Object],Online search engine 17%,[object Object],Price comparison website 11%,[object Object]
Electronics no different – online very high,[object Object],especially in the early stages,[object Object],Where buy,[object Object],from,[object Object],ReachingDecision,[object Object],Thinking,[object Object],Doing Research,[object Object],Best Deal,[object Object],Previous experience 23%,[object Object],Recommendation 18%,[object Object],Previous experience 26%,[object Object],Electronics brand website 28%,[object Object],Promotion / special offer 27%,[object Object],Recommendation 22%,[object Object],Promotion / special offer 18%,[object Object],Online search engine 28%,[object Object],Previous experience 18%,[object Object],Buy tables 20%,[object Object],Location of shop / store 22%,[object Object],Online search engine 19%,[object Object],Electronics website / portals 27%,[object Object],Electronic brand website 15%,[object Object],Recommendation 18%,[object Object],Online review by consumers 26%,[object Object],Adv on the Internet 17%,[object Object],Window display 15%,[object Object],Location of store 17%,[object Object],Display / demo in store 20%,[object Object],Location of store 17%,[object Object],General Electronics Website 25%,[object Object],Product / brand reviews in mags, TV, online 14%,[object Object],Display / demo in store 15%,[object Object],Advice from electronics expert 19%,[object Object],Electronic brand website 14%,[object Object],Product / brand review in mags, TV, online 24%,[object Object],Window display 16%,[object Object],Adv on the Internet 14%,[object Object],Online review by consumers 17%,[object Object]
Janssen CNS Portal,[object Object]
InvegaSustenna Website Redesign,[object Object]
How To Use Shopper Behavior,[object Object],Targeting people based on their intent – search marketing,[object Object],Targeting people based on their behaviour – behavioural targeting,[object Object],Personalization on digital properties ,[object Object]
Digital Targeting Capabilities,[object Object],When,[object Object],Who,[object Object],What,[object Object],Where,[object Object],Why,[object Object],Behavioural ,[object Object],Targeting,[object Object],IP,[object Object],Time ,[object Object],Targeting,[object Object],Demographic,[object Object],Context,[object Object],Search,[object Object],Site Level,[object Object],Geographic,[object Object],Day-Part,[object Object],Passive,[object Object],Lunch-Time, ,[object Object],Evening,[object Object],Finance site,[object Object],ITV Regions,[object Object],Audience Data,[object Object],Site Visits,[object Object],Active,[object Object],Event led,[object Object],Page Level,[object Object],Home ISP,[object Object],Registration ,[object Object],Data,[object Object],Loans Pages, ,[object Object],Quigo,[object Object],Virgin, BT,[object Object],Sports result, ,[object Object],Roll-Over,[object Object],Predictive ,[object Object],Modelling,[object Object],Word Level,[object Object],Work or ,[object Object],Education ISP,[object Object],UCL, HSBC,[object Object],Automated ,[object Object],page readers,[object Object]
Behavioral Targeting,[object Object],Audience,[object Object],Advertiser,[object Object],1,[object Object],User behaviorsidentified based on site visits to defined sites within an area of interest,[object Object],2,[object Object],Users placed into groups which can be identified when they appear on a property or network,[object Object],3,[object Object],Advertisers select relevant audiences and target them with ads,[object Object]
Re-targeting,[object Object]
Re-targeting In Action,[object Object]
BH: Epocrates,[object Object]
Personalization,[object Object]
Best Practice: Search,[object Object],Search has put the worlds information at consumers fingertips,[object Object]
Key Search Terminology,[object Object],SEO,[object Object],Search Engine Optimisation also Natural Search and Organic Search,[object Object],PPC,[object Object],Pay Per Click or Paid Search,[object Object],CTR,[object Object],Click Through Rate – Percentage of people who click on a search result (paid or natural),[object Object],CPC,[object Object],Cost Per Click – price you pay for each click on paid search (and other marketing activity),[object Object],CPA,[object Object],Cost Per Acquisition or Action,[object Object]
How Google Invented Intentional Marketing,[object Object],When you type a query into Google, you are not just searching for something,[object Object],You are revealing your future intentions,[object Object],Your future intentions are highly valuable commercial opportunities,[object Object],Google did not invent the search engine,[object Object],They recognised the true value of having the best search engine combined with exploiting your intentions,[object Object],Intentional marketing is the exploitation of the expectation of your needs revealed through a search engine,[object Object]
Search Marketing is the King of the Digital Hill,[object Object],Over 40% of all online ad spend is on search,[object Object],Yet the majority of  traffic on a search results page is funnelled into the natural search results,[object Object],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,[object Object],This strategy should be integrated at the planning stage: natural search can take 3 – 6 month to optimise,[object Object],One of the most common outcomes of an engaging TV ad is for people to Google the brand,[object Object]
Brand Spend and Search Success ,[object Object],There is an extremely strong link between search and other marketing activity,[object Object],Brands which have greater brand equity e.g. awareness, tend to generate better search click through rates than unknown brands,[object Object],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,[object Object],Brands should not see search as an alternative to brand building activity but as an addition to it,[object Object]
Search and Reputation Management,[object Object],Try searching for “Dell customer service”,[object Object],Try searching for “Orange customer service”,[object Object],Even for companies who do not transact online, business outcomes can be affected by search performance,[object Object],It can also affect the impression you give!,[object Object]
Google Leads The Global Market,[object Object]
Not Quite As Dominant In The USA,[object Object]
1,[object Object],Having relevant content to a searchers query,[object Object],[object Object]
They travel the web via links
If a page is not linked, it cannot be found,[object Object]
Counted the number of times a word was present in the page or code
Tracked a small proportion of the web
Market leader since 2001
Examines the content of web pages too
Counts the quantity and quality of links a web page has
Tracks the whole linked web,[object Object]
Links are the search engine’s currency,[object Object]
3,[object Object],How Google counts links and measures their value,[object Object],The more links a page has, and the higher the quality of the site linking to them, the higher the “page rank”,[object Object]
The heat map shows the importance of being first in the natural results,[object Object],4,[object Object],A result displayed lower than fifth position  is viewed by only 20% of users,[object Object],How your ranking impacts the traffic you get from search,[object Object],Heat Map,[object Object],Being first in natural search will typically drive 500% more traffic than being tenth,[object Object]
Why Is Being First Important?,[object Object]
Branded Vs Unbranded Terms,[object Object],Use Google Adwords tool to contrast the number of branded terms vs the number of category or unbranded terms,[object Object],What does this mean for your website and content strategy?,[object Object],In pairs for 10 minutes,[object Object]
Patanol Case Study,[object Object],The challenges: ,[object Object],[object Object]
Established competitors already had a strong presence on search engines
 Lack of listings within the major search directories
Lack of keyword rich content on several key pages
Keeping the FDA happy - carefully constructing content that presented a “fair balance” between information about the product’s effectiveness and its risks220,[object Object]
Patanol,[object Object],221,[object Object]
The FDA’S 14 Letters Explained ,[object Object],[object Object]
This is mandated even though the search engines limit these text ads to approximately 95 characters for the headline and two rows of copy
And that includes spaces!
The letters were sent to almost all of the major pharmaceutical companies, including GlaxoSmithKline, Pfizer, Merck and Eli Lilly
The letters cited ads for widely used drugs including Celebrex, Propecia and Yaz did not include the necessary precautions222,[object Object]
The One Click Debate,[object Object],[object Object]
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
These letters made clear that was not the case:
“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,[object Object]
Google’s New Pharma Friendly Ad Formats ,[object Object],[object Object]
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).” 
 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,[object Object]
Google’s New Pharma Friendly Ad Formats ,[object Object],[object Object]
Told that mock-ups can not be presented for formal comments or approval. 
The ads must be in context, as used for an actual pharmaceutical product/brand campaign
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,[object Object]
Google’s New Pharma Friendly Ad Formats ,[object Object],[object Object]
Proposed boxed warning ad:226,[object Object]
227,[object Object]
Model 2:,[object Object],The Engagement Model,[object Object]
Creating Experiences,[object Object],Not Just Ads,[object Object]
Much Digital Success Relies On Active Participation,[object Object],Consumers can choose to get involved with your brand online,[object Object],They’re not forced to visit your site, your Facebook page or interact with a banner,[object Object],Content can be:,[object Object],A mobile app,[object Object],A conversation on Facebook,[object Object],A twitter feed,[object Object],An email campaign,[object Object],Most digital strategies are delivered through effective content strategies,[object Object]
Nike,[object Object]
Grey 2 Day Leadership Aug2011
Grey 2 Day Leadership Aug2011
Grey 2 Day Leadership Aug2011
Grey 2 Day Leadership Aug2011
Grey 2 Day Leadership Aug2011
Grey 2 Day Leadership Aug2011
Grey 2 Day Leadership Aug2011
Grey 2 Day Leadership Aug2011
Grey 2 Day Leadership Aug2011
Re-thinking the Marketing Funnel,[object Object],Need to re-think the marketing funnel because: ,[object Object],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,[object Object],The most valuable customer isn’t necessarily someone who buys a lot: Companies also need to track individuals who influence others to buy,[object Object],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,[object Object],Consumers force brand transparency: Online social tools, coupled with increasing social behaviour online, make it easy for the truth to come out,[object Object]
The Traditional Funnel,[object Object]
A Better Approach,[object Object]
The Components Of Participation,[object Object],Source: Nielsen,[object Object]
Elements of Participation,[object Object],The four paths of participation:,[object Object],Involvement: Measures and individual’s relationship with a company or brand. Includes store visits, pages viewed and time spent per page,[object Object],Interaction: Measures events in which individuals contribute content about a brand, request additional information, provide contact information, or purchase a product or service,[object Object],Intimacy: This component goes beyond interaction to measure the affection or sentiment an individual holds for a brand,[object Object],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,[object Object]
Periodontal Disease and Overall Health: A Clinician's GuidePublic Relations Outreach Recap,[object Object]
247,[object Object],Overview,[object Object],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,[object Object],This recap outlines the measurable results of our PR outreach efforts,[object Object]
Sample coverage,[object Object],Dentistry IQ website,[object Object],Dimensions of Dental Hygiene,[object Object]
249,[object Object],Sample Coverage,[object Object],DrBicuspid.com,[object Object],Dentechblog.blogspot,[object Object]
Results ,[object Object],250,[object Object],Web Coverage/Blogs (Dental),[object Object],DentistryIQ.com,[object Object],Drbicuspid.com,[object Object],Dentalantioxidants.com,[object Object],Dimensionsofdentalhygiene.com,[object Object],Healthmantra.com/smile,[object Object],Perioiap.org,[object Object],Rdhmag.com,[object Object],Periowaveblog.com,[object Object],Dentechblog.blogspot,[object Object],Dentistry Library Blog (University of Toronto),[object Object],PHD Services’s Blog,[object Object],Ascent.Wen9.com,[object Object],Ifyoustandstillyouwilldie.com,[object Object]
Results,[object Object],251,[object Object],Web Coverage/Blogs (Medical),[object Object],Medpedia.com,[object Object],Medworm.com,[object Object],Buffalo.edu,[object Object],Misc,[object Object],AAP December E-Newsletter,[object Object],FreeLibrary.com,[object Object],Findarticles.com,[object Object]
Twitter Updates,[object Object],252,[object Object],TheGumFairy (84 followers),[object Object],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,[object Object],Periowave (619 followers),[object Object],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 ,[object Object]
253,[object Object],Estimated Results,[object Object],Print Impressions	675,764	Print Earned Media		$24,403,[object Object],Online Impressions	258,523	Online Earned Media	$12,330,[object Object],Social Media/Blogs/,[object Object],Newsletter	 3,823,[object Object],Total Impressions*	938,110	Total Earned Media*	$38,233,[object Object],1256 page views through 2010 (www.colgateprofessional.com/colgateoralsystemic),[object Object],*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.,[object Object]
Case Study - GlaxoSmithKline Alli Drug,[object Object]
GlaxoSmithKline Alli Drug,[object Object],Disease,[object Object],– Obesity,[object Object],Product,[object Object],– Alli Drug,[object Object],Objective,[object Object],– Offer Support,[object Object],– Increase success of it’s customers,[object Object],Social Vehicle,[object Object],– Community: www.myalli.com,[object Object]
GlaxoSmithKline Alli Drug,[object Object],Features,[object Object],– Discussion boards,[object Object],– Official Expert Dieticians,[object Object],– Coupons,[object Object],Challenges,[object Object],– Regulatory compliance,[object Object],Outcomes,[object Object],– Hundreds of thousands of members as well as thousands of message board posts,[object Object]
GlaxoSmithKline Alli Drug,[object Object]
GlaxoSmithKline Alli Drug,[object Object]

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