wharton undergraduate marketing conference
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Wharton Undergraduate Marketing ConferenceTRANSCRIPT
November 09 Garfield Group Page 1
Disruption in the Force A New Hope? Will the Empire Strike Back?
November 6, 2009
November 09 Garfield Group Page 2
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
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
11/15/09 9 GGI Overview
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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
@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
Nov-15-09 Garfield Group Interactive Page 13
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
25 11/15/09 GGI Overview
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
Nov-15-09 Confidential 28
11/15/09
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
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Rep
utat
ion
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Social Media Monitoring
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Competing with Creativity
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Competing with Innovation
11/15/09 GGI Overview 42
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November 09 Page 44
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Competing with a Cause
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Advertising
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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
11/15/09 51 GGI Overview
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?