2. Joe koufman
Introduction
VP, Business Development and Marketing
Joe leads the marketing
and business development
efforts for Engauge Thank you to:
shepherding client
relationships for the
agency from Cisco Kristen Martin-Claret
Systems, Hanesbrands, the
CDC, AutoTrader.com, Diane Hill
Chick-fil-A, and The Hershey Company. Joe is
very active in the Atlanta marketing community
serving on the boards of directors of the Atlanta
Mary Gilbert
Interactive Marketing Association (AiMA), the
American Marketing Association - Atlanta chapter, Linda Hummel
and Isipho, which is a non-profit dedicated to
helping people lift themselves out of poverty Mark Dudzinski
through sustainable gardening. For fun, Joe
performs an internet radio music show on Tuesday
nights heard at www.GumboShow.com
Twitter: @GumboShowJoe
2
3. Agenda
8:30 a.m. - 9:00 a.m.
Networking Breakfast
9:00 a.m. - 9:15 a.m.
Introduction
Joe Koufman, VP, Business Development and Marketing
9:15 a.m. - 9:45 a.m.
B2B Social Media
Raghu Kakarala, SVP, Creative Technologist
9:45 a.m. - 10:15 a.m.
Location Based Services
Chad Elkins, Digital Innovation Strategist
10:15 a.m. - 10:30 a.m.
Break
10:30 a.m. - 11:00 a.m.
Mobile & the Cloud
Carla Paschke, Director of Mobile Innovation
11:00 a.m. - 11:30 a.m.
Future of Television
Adam Albrecht, Executive Creative Director
11:30 a.m. - 12:00 p.m. Analytics and Measurement
Shane McAndrew, VP Relationship Marketing
12:00 p.m. - 12:30 p.m.
A 12-Step Program
Joe Koufman, VP, Business Development and Marketing
12:30 p.m. - 1:30 p.m.
Lunch
3
6. Raghu Kakarala Chad Elkins Carla Paschke
Adam Albrecht Shane McAndrew Joe Koufman
6
7. Joe koufman
Introduction
VP, Business Development and Marketing
Joe leads the marketing
and business development
efforts for Engauge B2B Social Media - Raghu Kakarala
shepherding client
relationships for the
agency from Cisco Location Based Services - Chad Elkins
Systems, Hanesbrands, the
CDC, AutoTrader.com, Mobile & the Cloud - Carla Paschke
Chick-fil-A, and The Hershey Company. Joe is
very active in the Atlanta marketing community
serving on the boards of directors of the Atlanta
Future of Television - Adam Albrecht
Interactive Marketing Association (AiMA), the
American Marketing Association - Atlanta chapter, Analytics and Measurement - Shane McAndrew
and Isipho, which is a non-profit dedicated to
helping people lift themselves out of poverty A 12-Step Program - Joe Koufman
through sustainable gardening. For fun, Joe
performs an internet radio music show on Tuesday
nights heard at www.GumboShow.com
Twitter: @GumboShowJoe
7
10. Raghu Kakarala Chad Elkins Carla Paschke
Adam Albrecht Shane McAndrew Joe Koufman
10
11. Raghu Kakarala
B2B Social Media
SVP, Creative Technologist
Raghu frequently speaks
at industry events on the
topic of new and
emerging technologies DIGITAL
and has also presented
on the role of social
media in business –
helping Engauge’s clients customize social media
strategies for their needs. He received his bachelor
of science in Mathematics from Kent State
University in Ohio, and his master’s degree from
the University of Miami, graduating at the top his
class with concentrations in Interactive Marketing
and Information Systems.
Twitter: @Interpolate
11
13. B2B Social Media
It’s fair to say that social media is mainstream and a part of the majority of
online users daily lives. Yet this same social ubiquity has yet to permeate our
business lives in the same way. We are on the cusp of a new wave of social
activity in B2B, the business customers are waiting....
13
19. In reality, B2B practically
invented the first generation of
social media.
• Support forums
• Webinars
• Message boards
• User communities
• 3:1 ROI on advertising
19
20. The differences between B2C social and B2B
social are also the strengths of B2B social:
- Smaller audiences
- More focused conversations
- Higher revenue per conversion
- Users more rational than emotional
20
37. B2B Social: Path to Success
• Leverage spending to gain an
advantage while it is still cheap
• Move quickly
• Content is cheap, attention is
expensive, social is your
medium of choice to arbitrage
yourself to success
37
38. Chad Elkins
Location-Based Services
Digital Innovation Strategist
Chad is recognized as a
thought leader in the
rapidly growing space of
location-based services
and second screen
technologies. His passions DIGITAL
lie in entertainment and
gaming as well as crafting
solutions to help companies bridge the gap
between the offline world and the online social
sharing community using a multitude of platforms.
Leading up to his role at Engauge, he spent his
career working at Morgan Stanley, E*Trade,
Earthlink and NASA. At Engauge he has focused
his time driving digital engagement strategies for
clients such as the CDC, AARP, Dove Icecream,
Snickers and Georgia Tourism.
Twitter: @RatPack
38
40. What is a “check-in”?
It is a function that facilitates the sharing of an activity. It is not the activity
itself, but is centered on the sharing of that activity.
40
41. Key LBS Demographics
• 18-34 year olds count for 60% of the users
• Users are split by gender, but males share more
• 1 in 5 smartphone owners use check-in services
• Over 50% are motivated to use the service for discounts
• Approximately half of non-users cite privacy as their biggest concern
Source:
comScore
May
2011
&
Beyond
2011
41
46. Foursquare Use Cases
Radio Shack – Launched nationwide special during the holidays. Found
that Foursquare users spent, on average, 3.5 times more than non-users.
McDonald’s – Offered 100 gift cards on Foursquare Day in 2010 to random
users who checked in on April 16. Stores reported a 33% increase in
check-ins from the previous day and a 40% lift for the week.
46
51. Facebook Places
Users: Approximately 30 million*
Foursquare “Light”
*Source: SF Chronicle cites an unnamed inside source, which is reasonable considering the mobile FB reach is about five times more than that.
51
57. Future of LBS
• Local loyalty through unique concepts
• Instant/Automatic check-ins
• Sentiment analysis to recommendation engines
• Better ways to meet new people
• Deeper integration within business loyalty programs and recommendations
• Continued migration to add more “Now What” to the “Where”
57
59. Future of TV Consumption - Rise of the Second Screen
• 94% of TV Watchers Were Distracted When Ads Were Displayed
• 60% of Those Distractions Were From a Smartphone
• 70% of Tablet Owners Used Their Device While Watching TV
• 86% of Mobile Users Access the Internet on Their Device During Shows
Source:
AdAge
May
2011
&
Nextekis
May
2011
HOST THE CONVERSATION AND SURFACE RELEVANT ADVERTISING!
59
63. Break
Q2
Mobile Start-Ups
THE NEW MOBILE
MINDSET: to Watch 2011 Q2
Four Rules of Mobile Engagement
Downloads
The new moble mindset mobile start-ups to watch 2011
http://bit.ly/NewMobileMindset http://bit.ly/MobileStartups
63
64. Carla Paschke
Mobile & the cloud
Director of Mobile Innovation
Carla leads the mobile arm
of Engauge’s Digital
Innovation Group where she
is focused on providing
clients with best-in-class
mobile strategies, growing DIGITAL
the company’s mobile
portfolio and managing day-
to-day activities within
the team. As a founding member of the Digital
Innovation Group, Carla has been instrumental in
propelling Engauge into the mobile space and sharing
best practices and strategic insights across the internal
organization. Prior to her current role, she held several
positions in project and team management and has
worked with clients such as The Coca-Cola Company,
The Hershey Company and Chick-fil-A.
Twitter: @CarlaPaschke
64
66. 1969
The Power of Mobile
Your cell phone has more
computing power than NASA
circa 1969. 2011
Source: http://m.knopfdoubleday.com/?remote=http%3A%2F%2Fknopfdoubleday.com%2Fget-mobile-post%2F%3Fpid%3D15326
66
67. 2011
Mobile
24-7 Connectivity Platform
Reach: Over 5 billion mobile phones
world-wide, 37% are smartphones
(Nielsen, May 2011)
Industry Relevance: Nearly 75% of CIOs
agree the proliferation of mobile devices
is a game-changer for their businesses,
up from 68% in 2009. Mobility solutions
were identified most in the travel (91%),
media and entertainment (86%), and
energy and utilities (82%) industries (IBM,
2010).
Future
64% of B2B decision makers read their
email via mobile devices.
Source: http://www.marketri.com/blog/b2b-makes-move-mobile-web
67
68. Mobile
24/7 Connectivity Platform
Mobile internet usage will surpass
desktop internet usage in the next five
years.
Android OS leads market share.
Source: http://blog.nielsen.com/nielsenwire/consumer/android-leads-u-s-in-smartphone-market-share-and-data-usage/
68
69. Tablets
Transforming the Mobile Screen
Introduction of iPad in 2010
revolutionized the mobile mindset.
Strong adoption out of the gate with
aggressive growth outlook through 2012.
69
70. Tablets
Transforming the Mobile Screen
Optimized for content consumption.
Widespread adoption within organizations.
Significant global growth projected.
Industry Example: Healthcare professionals are
among the most avid adopters of tablets as a
means of monitoring patient charts. According
to a recent survey by Manhattan Research, 30
percent of U.S. physicians own an iPad, an
additional 28 percent plan to buy one within
the next six months, and over 80 percent own a
Source: Five Mobile Imperatives, Forrester Research Inc., 2011
smartphone.
Source: http://bizcomminsights.com/tag/mobile-marketing/
70
71. Time & Device
Shifting
Shift in Content Consumption
Consumers no longer want to wait for the
8pm movie to come across their TV. They
want control of what they watch, when
they watch, and how they watch.
eMarketer predicts mobile content
revenues will rise from less than
$1.15 billion in 2009 to more than
$3.53 billion in 2014, a compound
annual growth rate (CAGR) of nearly
20% over the period.
71
72. The Cloud
New Model Facilitates Consumer Shift
Robust cloud = solution to combat surge
in devices and shifts in content
consumption behavior.
60 percent of CIOs said they are ready to
embrace cloud computing over the next
five years as a means of growing business
and achieving competitive advantage.
This figure nearly doubles the number of
CIOs who said they would utilize cloud in
IBM's 2009 CIO study (IBM, 2010).
72
73. The Cloud
New Model Facilitates Consumer Shift
Leading entertainment content providers
= early adopters of cloud methodology.
According to Nielsen, the Pandora
app ranks in the top five across every
mobile operating system and is fully
integrated with the web experience.
Its substantial base of over 50 million
registered users—about 30 million of
whom have registered on mobile
devices—are an indicator of
consumer acceptance of the cloud.
73
74. Benefits Drawbacks
• Meet challenges caused by • Integration of cloud-based
proliferating devices that demand a applications with existing
more flexible business model. applications and databases is one of
the key barriers to cloud adoption. The Cloud
• Meet new levels of IT capacity
requirements that dictate highly • Keeping data private and secure is a Removing “the Fog” from “the Cloud”
scalable IT solutions. key issue and should be given strong
consideration during the selection Shift data from being location and user
• Meet competitive pressures for speed process. Protecting assets that are specific to location and user agnostic.
and innovation that call for better uploaded to the cloud is the single
workflow, business analytics and more pressing concern Evolutionary not revolutionary.
customer insight.
• Technology is still in its infancy, Opportunity to reinvent and innovate
• Offer clients ability to deliver high inserting level of risk.
with new business models.
quality content quickly, while
delivering content accessed less
frequently in less expensive, large
scale areas of their cloud data
centers.
74
75. The Cloud
Music: A space to watch
Amazon, Google and Apple race to own
the cloud based music space.
75
76. New Technology Yields New Opportunity
Near Field Pressure Chemical
3D Cameras Accelerometers
Communication Sensors Sensors
Payments, Ticketing, Augmented Reality, Phone Orientation as Weather, Height in Breathalyzer, Food The Future
& Security Gesture Control Control, Pedometer Building Freshness, CO Detect
Where We’re Going
For B2B marketers, it’s not about
launching the coolest app, it’s about
creating value and utility for the sales
force and the customer.
Business-to-business mobile
marketing spending will quadruple
over the next five years, rising from
CONTENT FIRST. DELIVERY SECOND. $26 million in 2009 to $106 million
in 2014, according to Forrester
Research.
Source: Mobile Marketer, 2010, http://www.mobilemarketer.com/cms/news/research/5589.html
Source: Five Mobile Imperatives, Forrester Research Inc., 2011
76
77. Content First.
Create Compelling & Optimized Content
Simplicity + Immediacy + Relevancy
Optimize for multiple screens; eliminate
Flash
Leverage existing assets
Source: Five Mobile Imperatives, Forrester Research Inc., 2011
77
78. Delivery Second.
Leverage Technology to Expertly
Deliver Content
Create unique, customer-focused
interfaces
Consider context within 24/7 world (LBS,
Dynamic content, etc)
Source: Five Mobile Imperatives, Forrester Research Inc., 2011
78
79. Building next-generation mobile apps with Force.com that clean up
the competition
• Built a suite of apps to automate processes in accounting, finance, employee relations, IT, marketing,
operations, payroll, and sales
• Mobile access lets 500+ users at 140 acute-care hospitals across the U.S. view and update records on-
site at hospitals using iPad and iPod touch devices
• Created competitive advantage by enabling faster room turnaround and improved service due to
ability to view records and alert individuals via iPad and iPod touch devices
• Streamlined operations and service delivery through improved mobility, data quality, and business
visibility
Source: http://www.hhs1.com
79
80. Improving Field Sales & Service
• Custom iPhone app, Mobile SalesPro, connects the corporate POS system,
inventory control and management platform, and ERP system.
• Sales reps can retrieve sales data, inventory reports, and complete customer
histories. Sales quotes and reports are shared in real time, so they reflect
constantly changing rates and equipment availability.
• Enables the sales team to respond immediately to customer requests.
• Further integrating app with their CRM system and adding features that take
advantage of the newer OS capabilities.
Source: http://www.apple.com/iphone/business/
80
81. Quick Release Sales Training with iPhone
• Uses iPhone to deliver product information podcasts, replacing their
expensive annual product road show.
• Allows Trek to expand its reach, train its burgeoning sales force, and save
thousands of dollars while doing it.
• Since the videos are readily available to anyone with an iPhone, Trek
innovation is now a 24/7 experience — which translates directly into bike
sales.
• Makes podcasts available to consumers to satisfy growing number of bikers
who use online research to inform purchasing decisions. Source: http://www.apple.com/iphone/business/
81
82. Going Mobile Internally & Externally
• Germany’s largest newspaper publisher, third largest magazine publisher,
10,600 employees in 35 countries.
• Created iCockpit, an iPhone app that gives senior managers instant access to
sales and revenue for each of Axel Springer’s publications, portals, and media
brands. App allows access the SAP data warehouse figures, such as forecasts
and actuals, stored on the corporate network.
• Converting popular newspaper content into mobile-friendly formats, starting
with the most sought-after information in Europe: soccer scores.
• Acquired majority stake in kaufDa mobile coupons startup for $40 Million Source: http://www.apple.com/iphone/business/
82
83. News/Updates
Trade Emergency
Shows Notification
Lead Special
Generation Promotions
GE Business General
Electric
Customer
Employee
Payments
Assignments
Events Presentations
Customer
Service
Source: http://marketingwithnewtechnology.wordpress.com/2010/08/09/top-10-b2b-uses-for-mobile-marketing/
83
84. Adam Albrecht
the Future of TeleVision
Executive Creative Director
Adam puts his considerable
creative energy towards
finding new ways to break
through clutter and create
work that truly stands apart DIGITAL
in today’s crowded
marketing landscape.
His work not only gets noticed, it moves the
needle, as evidenced by his multiple Effie Awards.
His nontraditional experience also includes a role
as executive producer on ESPN’s Ultimate
Playground. Adam’s considerable range of brand
experiences includes work for Ski-Doo,
Reddi-Wip, InSinkErator, International Delight,
Time Warner Cable and Donatos Pizza.
Twitter: @AdamAlbrecht
84
90. $60.5 billion will be spent on
commercial time this year,
making TV the biggest piece of
the media pie, with about 40%
of all ad spending.
90
91. By 2015, 10 percent of global consumer
Internet traffic and 18 percent of Internet video
traffic will be consumed via TV.
91
92. CMOs of the largest companies in the world
remain committed to TV.
92
93. “Brands are no longer
interested in having TV-only,
single-medium conversations
anymore. Cross-channel
campaigns – that capitalize on
the growing TV viewership and
leverage other engagement
channels, like digital video,
social and mobile – are
becoming the new normal. ”
- Wendy Clark, Senior VP-
Integrated Marketing
Communications and Capabilities
at Coca-Cola
93
94. Gaming systems, Blu-ray and DVD players now
connect the big box with Pandora, Netflix and other
services – and “third-screen” TV platforms are
bringing together smartphones, social networks
and TV programs – making TV the new hub in a
digital-driven world.
94
95. New models of connected
TVs – like GoogleTV and
Apple TV – are here,
bringing with them the world
wide web – and, soon, the
marketplace for TV apps.
95
96. Brands will be able to offer addressable ads
and rewards for people who watch their ads
and engage with their content, instead of
DVRing them into worthless blurs.
96
97. Analytics are going to delve much deeper and
tell us much more about our audiences than
the numbers we’re used to seeing from
Nielsen.
People will start buying stuff from their TVs.
97
98. We are no longer just watching TV.
• Television = Televation
• Viewers = Conductors
• Direct Response = Instant Buy
98
99. WatchParty, Inc. is a new platform that
consumers, TV networks and cable providers
can use to bring viewers together in a truly
social environment.
99
108. MOVL is a start-up focusing on building apps for
Smart TVs and mobile devices. They’re also
building a platform for developers and publishers to
build apps for Smart TVs and digital displays that
use any mobile device as the controller.
108
111. Boxee is a tool that helps you locate shows
and movies on the Internet and then transfers
them to your TV.
111
112. WHAT WE SEE
PEOPLE ARE LOOKING FOR A WAY TO ENJOY THIS
NEW CONTENT ON THEIR TV, BUT THEY NEED A
WAY TO REPLICATE THE LEAN-BACK EXPERIENCE
OF TV.
112
112
123. VIDEO WILL ONLY BE A
PIECE OF THE OFFERING
- GAMING, SOCIAL
INTERACTIONS,
MOBILE/WEB
123
124. THE FUTURE OF TV IS:
THERE IS NO TV,
THERE ARE JUST
DIFFERENT SCREENS
124
125. Shane McAndrew Analytics and measurement
VP Relationship Marketing
Shane is dedicated to
helping his clients
successfully compete in
the marketplace by
discovering and DIGITAL
applying customer
insights and business
intelligence that provide
sustainable competitive advantage and business
value. Shane brings over 14 years of marketing
strategy and analytics experience in a wide range of
industries, including health care, financial services,
automotive and telecommunications. His
professional experience includes marketing
leadership roles at companies such as Digitas and
Yahoo and with clients such as Wyeth, Pfizer,
OnStar, General Motors and AT&T.
Twitter: @ShaneMc3
125
127. EVOLUTION OF MARKETING
Print – Radio – Television – Direct Response – Wed – Email – Digital Media – Mobile – Social
127
128. For The Most Part, Technology Has Allowed Marketers To
Keep Up
TV/Radio/ Direct Digital &
Medium
Print Mail/DB Web Email Search Mobile Social
• GRP’s • Response • Visitation • Open Rate • Impressions • Impressio • Sentiment
Common
• Circulation Rate • Conversion • Click Rate • CTR ns • Conversatio
Metrics • Sales • Conversio • CTA • Clicks/ n Volume
• Brand • Conversion
Recall Rate n Rate CTR • Klout Score
• Intent, etc
Data • Nielsen • Database • Webtrends • ESP’s • Nielsen • ESPs • Radian
Sources/ • Arbitron • Fulfillment • Omniture Online 6
Tools • NCB House • Coremetric • Google • Crimso
s • Kenshoo n
Hexag
on
• etc
128
129. Then Came Social
Consumers adopted the medium rapidly, and technology companies have scrambled to provide
Marketers the tools required to make sense of it all
Listening Tools Social Influence Community Analytics
• Crimson Hexagon • Klout • Facebook Insights
• Radian6 • Rapleaf • Webtrends FB
• BuzzMetrics • Analytics IQ • Omniture
• Techrigy • Peer Index • BackTweets
• Nielsen Buzz • Peekyou • Twitter
• Postrank • Qwerly • Hootsuite
129
130. Why Are We Excited About Social Analytics?
Data, Data, Data! And Fast.
Conversations about your brand are happening in real time, and so is our analysis!
-Source Analysis -Sentiment Analysis
-Competitor Analysis -Influencer Analysis
And the findings are actionable
-Marketing Strategy -Product Strategy/R&D
-Customer Service -PR
130
137. Joe koufman
VP, Business Development and Marketing
A 12-step program
Joe leads the marketing
and business development
efforts for Engauge
shepherding client
relationships for the
agency including Cisco DIGITAL
Systems, Hanesbrands, the
CDC, AutoTrader.com,
Chick-fil-A, and The Hershey Company. Joe is
very active in the Atlanta marketing community
serving on the boards of directors of the Atlanta
Interactive Marketing Association (AiMA), the
American Marketing Association - Atlanta chapter,
and Isipho, which is a non-profit dedicated to
helping people lift themselves out of poverty
through sustainable gardening. For fun, Joe
performs an internet radio music show on Tuesday
nights heard at www.GumboShow.com
Twitter: @GumboShowJoe
137
138. “You can’t stop the waves, but
you can learn to surf.”
Jon Kabat-Zinn
A 12 Step Program
138
153. The 12-step Program
1. Don’t pretend it’s not happening
2. Think ahead...
3. Make shareability a priority
4. Fish where the fish are
5. Test, test and test some more
6. Find your “Owen’s” (passionate customers)
7. Allow your brand to be mobile
8. Think outside the box…from within your box
9. Collaborate with your internal and external teams
10. Create a test budget and use it
11. Have a digital roadmap
12. Fail often and fail fast
153
