wharton undergraduate marketing conference

November 09 Garfield Group Page 1

Disruption in the Force A New Hope? Will the Empire Strike Back?

November 6, 2009

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Larry Garfield, CEO

Garfield Group Branding

•  Brand Strategy and Creative Lead

•  Over 25 years of agency experience

•  Some Clients: IBM, AT&T, Novell, Samsung, Switchboard.com, Black & Decker, Holiday Inn, DuPont, IMS Health, Vertex, Bose Corporation, BioClinica

lgarfield@garfieldgroup.com

linkedin.com/in/larrygarfield

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360-degree communications

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The Outbound Mix

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The rules have changed

•  Customers have greater control – What- When- How – They speak to each other about you

•  Disruption has its limitations •  Today’s mantra: connect and engage

with customers – A dialogue; earn the right to a relationship

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The Inbound Mix

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The new toolbox

Campaign Planner

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The New Rules of Engagement •  Think like a Publisher: journalistic, valuable content •  Hone in on those “buyer personas” that are making

purchasing decisions •  Develop great content

–  Think like a VC or Film Producer: cool content –  What do we want buyers to believe about our products/

services?

•  Measure in new ways –  How many people are exposed to our ideas? –  How many downloads? –  How many interactions turn to leads– turn to sales?

Source: David Meerman Scott

Competing with Strategy

Dean Whitney, President

Garfield Group Interactive

•  Digital strategy

•  Solution Architecture

•  Creative Lead

617-431-5065

dwhitney@garfieldgroup.com

@deanwhit

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Integrated Marketing

Results (KPIs) •  Search rank

•  Audience Acquisition

•  Brand recognition

•  Quality of Engagement

•  Leads & Customers

Tactics •  Websites/blogs

•  Lead gen programs

•  Organic Search

•  Apps (Twitter, Facebook)

•  Social Media

•  Branding/Print

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The consumer decision journey •  Consumers are moving outside the

purchasing funnel—changing the way they research and buy your products.

McKinsey & Company JUNE 2009 • David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik000

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2009 4 Billion Tweets

2010 40 Billion Tweets 

They influence each other…

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Web 2.0

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Site Profile

Word of Mouth

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Word of Mouth

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Word of Mouth

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Not everyone is the same

Target Audience

•  Influencers

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Features

Wireframes

Strategy

Business Requirements

Research Findings

Feature Set

Features matrix

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Microsoft Release History

1985 2007

Agile Development

Agile Iterative Development

•  Release early and often (perpetual beta)

•  Trust users as co-developers and real-time testers

•  Incrementally release new products

2006 2004

Flickr Release History

O’Rielly Radar – October 2006

Benefits •  Faster time to market / Reduced risk

•  Closer relationship with customers

•  Real-time data to make quantifiable decisions

•  Increased responsiveness

Involve end users early

Implementation Jun Jul Aug Sep Oct Nov

Finalize features and requirements, set up issue tracking

Detailed Design, business process modeling, proof of concept (POC), portal staging

Implement hosting, platform configuration, feature backlog/iteration plan

Template development, custom applications, custom data services, 3rd Party integrations

QA and performance testing, UAT testing

User training & Roll-out (TPA, Admin)

Launch Plan

Closed Alpha

Beta Launch POC

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“Make it as simple as possible. But no simpler.” - Albert Einstein

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Feature Rich – Experience Poor

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Press to Honk Horn

Turn key to start

Turn knob to adjust volume

Social Media Operations

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Pro

mot

ion

Rep

utat

ion

✓

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✓ ✓

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Social Media Monitoring

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Competing with Creativity

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Competing with Innovation

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Competing with a Cause

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Advertising

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Advertising

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Advertising

Holiday Program Results •  32% of emails received a click-through

•  Over 1,500 people visited the website; 52% direct traffic, 44% from social media

•  Most importantly, raised awareness for Heifer, driving click-throughs to their website for additional donations

•  “This may be the most clever thing anybody has ever done to support Heifer.” –  Ray White, Public Relations Director, Heifer International

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We drink our own Kool-Aid

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Advertising

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Advertising

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Advertising

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Advertising David Meerman Scott Webinar

http://www.garfieldgroup.com/thelab-webinar

November 17 @ 3pm

Thank you. Questions?