ge energy digital boot camp - master presentation
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D I G I T A L GE Energy &
Engauge06.06.2011
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Joe koufmanVP, Business Development and Marketing
Introduction
Joe leads the marketing and business development efforts for Engauge shepherding client relationships for the agency from Cisco 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
Thank you to:
Kristen Martin-Claret
Diane Hill
Mary Gilbert
Linda Hummel
Mark Dudzinski
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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
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Engauge leverages creativity and technology to connect brands and people.
Offices in Atlanta, Austin, Columbus, Orlando, Pittsburgh
300 employees
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Raghu Kakarala Chad Elkins Carla Paschke
Adam Albrecht Shane McAndrew Joe Koufman
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Joe koufmanVP, Business Development and Marketing
Introduction
Joe leads the marketing and business development efforts for Engauge shepherding client relationships for the agency from Cisco 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
B2B Social Media - Raghu Kakarala
Location Based Services - Chad Elkins
Mobile & the Cloud - Carla Paschke
Future of Television - Adam Albrecht
Analytics and Measurement - Shane McAndrew
A 12-Step Program - Joe Koufman
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Engauge leverages creativity and technology to connect brands and people.
Offices in Atlanta, Austin, Columbus, Orlando, Pittsburgh
300 employees
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Raghu Kakarala Chad Elkins Carla Paschke
Adam Albrecht Shane McAndrew Joe Koufman
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Raghu Kakarala
SVP, Creative Technologist
Raghu frequently speaks at industry events on the topic of new and emerging technologies 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
B2B Social Media
D I G I T A L
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BtoB Social Media
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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....
B2B Social Media
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The Resurgence of B2B SocialIt’s Back and Better Than Ever
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B2B Social Versus B2C Social
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Isn’t B2C where the realsuccess is in social?
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In reality, B2B practicallyinvented the first generation ofsocial media.
• Support forums
• Webinars
• Message boards
• User communities
• 3:1 ROI on advertising
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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
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B2B Examples
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IBM• 61 active communities
• Connecting experts in their area of expertise
• Niche but relevant communities to focus conversations
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Social’s Role in the B2B Funnel
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Some Tools of the Trade
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Types of Tools• Social listening
• Social CRM
• Community management
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Path to Success in B2B Social
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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
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Chad Elkins
Digital Innovation StrategistChad is recognized as a thought leader in the rapidly growing space of location-based services and second screen technologies. His passions lie in entertainment and gaming as well as crafting
Location-Based Services
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
D I G I T A L
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Location Based Services
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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.
What is a “check-in”?
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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
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Foursquare
Users: Approximately 10 million
Pioneer in defining the “check-in” for the masses
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Foursquare User Experience
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Foursquare Business Experience
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Foursquare Business Experience
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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.
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Gowalla
Users: Approximately 1.1 million
Wants to help you “craft the narrative of your life” – CEO Josh Williams
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Gowalla User Experience
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Gowalla Business Experience
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Gowalla Disney Use Case
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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.
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Facebook Places User ExperienceFacebook Places Business Experience
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Gap Use Case on Facebook Places
S o u rc e : S c o u t Lab s , 1 0 / 2 3 / 1 0 – 1 1 / 2 3 / 1 0 , Qu e ry : Gap A ND Fac e b o o k Plac e s
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Points and Gaming-Based LBS
• shopkick
• WeReward
• SCVNGR
• MyTown
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shopkick - Encourages Store Exploration WeReward - Rewards Visits With Cash
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SCVNGR - Challenge-Based Activities at Locations MyTown - Real-World Monopoly
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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”
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Consumption-Based Check-ins
Entertainment – GetGlue, Miso and Philo
Beverages – Untappd
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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 ShowsSource: AdAge May 2011 & Nextekis May 2011
HOST THE CONVERSATION AND SURFACE RELEVANT ADVERTISING!
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GetGlue User Experience
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Miso User Experience Philo User Experience Miso User ExperienceMiso User Experience
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Untappd User Experience
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Break
Four Rules of Mobile Engagement
THE NEW MOBILE MINDSET:
Mobile Start-Ups to Watch 2011 Q2
Q2
DownloadsThe new moble mindset
http://bit.ly/NewMobileMindset
mobile start-ups to watch 2011http://bit.ly/MobileStartups
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Carla PaschkeDirector 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 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
Mobile & the cloud
D I G I T A L
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Changing the Game: Mobile & The Cloud
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The Power of Mobile
1969
2011
Your cell phone has more computing power than NASA circa 1969.
Source: http://m.knopfdoubleday.com/?remote=http%3A%2F%2Fknopfdoubleday.com%2Fget-mobile-post%2F%3Fpid%3D15326
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Mobile24-7 Connectivity PlatformReach: 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).
64% of B2B decision makers read their email via mobile devices.
2011
Future
Source: http://www.marketri.com/blog/b2b-makes-move-mobile-web
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Mobile24/7 Connectivity PlatformMobile 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/
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TabletsTransforming the Mobile ScreenIntroduction of iPad in 2010 revolutionized the mobile mindset.
Strong adoption out of the gate with aggressive growth outlook through 2012.
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Transforming the Mobile ScreenOptimized 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 smartphone.
Tablets
Source: Five Mobile Imperatives, Forrester Research Inc., 2011 Source: http://bizcomminsights.com/tag/mobile-marketing/
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Time & Device ShiftingShift in Content ConsumptionConsumers 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.
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The CloudNew 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).
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The CloudNew 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.
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The CloudRemoving “the Fog” from “the Cloud”Shift data from being location and user specific to location and user agnostic.
Evolutionary not revolutionary.
Opportunity to reinvent and innovate with new business models.
Benefits Drawbacks• Meet challenges caused by
proliferating devices that demand a more flexible business model.
• Meet new levels of IT capacity requirements that dictate highly scalable IT solutions.
• Meet competitive pressures for speed and innovation that call for better workflow, business analytics and customer insight.
• Offer clients ability to deliver high quality content quickly, while delivering content accessed less frequently in less expensive, large scale areas of their cloud data centers.
• Integration of cloud-based applications with existing applications and databases is one of the key barriers to cloud adoption.
• Keeping data private and secure is a key issue and should be given strong consideration during the selection process. Protecting assets that are uploaded to the cloud is the single more pressing concern
• Technology is still in its infancy, inserting level of risk.
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The CloudMusic: A space to watchAmazon, Google and Apple race to own the cloud based music space.
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The FutureWhere We’re GoingFor 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 $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.htmlSource: Five Mobile Imperatives, Forrester Research Inc., 2011
Near Field Communication
3D Cameras AccelerometersPressure Sensors
Chemical Sensors
New Technology Yields New Opportunity
Payments, Ticketing, & Security
Augmented Reality, Gesture Control
Phone Orientation as Control, Pedometer
Weather, Height inBuilding
Breathalyzer, FoodFreshness, CO Detect
CONTENT FIRST. DELIVERY SECOND.
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Content First.Create Compelling & Optimized ContentSimplicity + Immediacy + Relevancy
Optimize for multiple screens; eliminate Flash
Leverage existing assets
Source: Five Mobile Imperatives, Forrester Research Inc., 2011
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Delivery Second.Leverage Technology to Expertly Deliver ContentCreate unique, customer-focused interfaces
Consider context within 24/7 world (LBS, Dynamic content, etc)
Source: Five Mobile Imperatives, Forrester Research Inc., 2011
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• 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
Building next-generation mobile apps with Force.com that clean up the competition
Source: http://www.hhs1.com
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• 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.
Improving Field Sales & Service
Source: http://www.apple.com/iphone/business/
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• 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.
Quick Release Sales Training with iPhone
Source: http://www.apple.com/iphone/business/
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• 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
Going Mobile Internally & Externally
Source: http://www.apple.com/iphone/business/
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GE Business GeneralElectric
News/Updates
Emergency Notification
SpecialPromotions
EmployeeAssignments
Presentations
CustomerService
Events
CustomerPayments
LeadGeneration
TradeShows
Source: http://marketingwithnewtechnology.wordpress.com/2010/08/09/top-10-b2b-uses-for-mobile-marketing/
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Adam AlbrechtExecutive Creative Director
Adam puts his considerable creative energy towards finding new ways to break through clutter and create work that truly stands apart 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
the Future of TeleVision
D I G I T A L
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Future of TV
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As Mark Twain would say, “The reports of TV’s death are greatly exaggerated.”
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While digital and social marketing continue to grow, a strange thing has happened to TV. It keeps growing, too.
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Why? Because TV and video, in general, allow you to do things that no other medium can do.
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Advertisers are spending more than ever on cable and broadcast networks.
– eMarketer
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$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.
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By 2015, 10 percent of global consumer Internet traffic and 18 percent of Internet video traffic will be consumed via TV.
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CMOs of the largest companies in the world remain committed to TV.
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“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
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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.
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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.
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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.
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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.
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We are no longer just watching TV.
• Television = Televation• Viewers = Conductors• Direct Response = Instant Buy
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WatchParty, Inc. is a new platform that consumers, TV networks and cable providers can use to bring viewers together in a truly social environment.
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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.
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WeTeli
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PokerFun
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Boxee is a tool that helps you locate shows and movies on the Internet and then transfers them to your TV.
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WHAT WE SEEPEOPLE 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.
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WE’RE STILL SOMEWHERE IN HERE
Text
BUT WHY?
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CONTENT IS KING.
IT’S ALSO CONFUSING / EXPENSIVE.
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ADVERTISERS STILL PAYING MORE FOR TV’S SHOTGUN THAN ONLINE’S SCALPEL
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WHERE ARE WE TODAY?
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FIRST STRONG LAUNCH OF INTERNET TV DEVICES.
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CONTENT COMPANIES MAKING MORE DEALS, REACHING CRITICAL MASS.
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ENTREPRENEURS STARTING TO INNOVATE ON TV.
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WHERE ARE WE HEADED...?
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SPORTS WILL REMAIN A BIG MISSING PIECE OF OTT
$2B FOR SUNDAY NIGHT
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MORE CONTENT AVAILABLE ON MORE SCREENS WITH MORE WAYS TO PAY THAN EVER BEFORE
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VIDEO WILL ONLY BE A PIECE OF THE OFFERING - GAMING, SOCIAL INTERACTIONS, MOBILE/WEB
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THE FUTURE OF TV IS: THERE IS NO TV,THERE ARE JUST DIFFERENT SCREENS
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Shane McAndrew
VP Relationship Marketing
Shane is dedicated to helping his clients successfully compete in the marketplace by discovering and 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
Analytics and measurement
D I G I T A L
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Analytics and Metrics
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EVOLUTION OF MARKETING
Print – Radio – Television – Direct Response – Wed – Email – Digital Media – Mobile – Social
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For The Most Part, Technology Has Allowed Marketers To Keep Up
Medium
Common
Metrics
Data
Sources/
Tools
TV/Radio/
Print Email
Digital &
Search Mobile Social
Direct
Mail/DB Web
• GRP’s
• Circulation
• Brand
Recall
• Intent, etc
• Open Rate
• Click Rate
• Conversio
n Rate
• Impressions
• CTR
• CTA
• Impressio
ns
• Clicks/
CTR
• Sentiment
• Conversatio
n Volume
• Klout Score
• Response
Rate
• Conversion
Rate
• Visitation
• Conversion
• Sales
• Nielsen
• Arbitron
• NCB
• ESP’s • Nielsen
Online
• Kenshoo
• ESPs • Radian
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• Crimso
n
Hexag
on
• etc
• Database
• Fulfillment
House
• Webtrends
• Omniture
• Coremetric
s
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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
• Crimson Hexagon
• Radian6
• BuzzMetrics
• Techrigy
• Nielsen Buzz
• Postrank
Social Influence
• Klout
• Rapleaf
• Analytics IQ
• Peer Index
• Peekyou
• Qwerly
Community Analytics
• Facebook Insights
• Webtrends FB
• Omniture
• BackTweets
• Hootsuite
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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
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Source Analysis– where are conversations happening?
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Sentiment Analysis – are they positive or negative?Cisco Cha)er
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Influencers- who’s having them?
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Competitors- Who has the most buzz?
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Competitors | Twitter
Restaurant Q4 2010 Q1 2011 % ChangeTGI Fridays 1,165 2,224 91%Perkins 500 737 47%Applebee's 4,514 6,248 38%Red Lobster 2,209 2,854 29%Chili's 14,292 18,451 29%Cheesecake Factory 14,158 15,980 13%Bob Evans 4,323 4,838 12%Marie Callenders 554 660 19%Claim Jumper 2,226 2,358 6%Mimi's Café 4,704 4,906 4%Denny's 7,872 7,926 1%
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Competitors | Facebook
Restaurant Q4 2010 Q1 2011 % ChangeApplebee's 98,549 519,489 427%Perkins 3,210 6,919 116%IHOP 322,198 526,328 63%Marie Callenders 2,618 3,390 29%Olive Garden 942,205 1,195,874 27%Denny's 175,320 220,028 26%Red Lobster 214,787 257,806 20%Bob Evans 56,743 65,837 16%Cheesecake Factory 694,518 796,724 15%Claim Jumper 14,019 16,063 15%Mimi's Café 41,574 45,443 9%Chili's 658,608 713,774 8%Steak n' Shake 48,784 51,721 6%TGI Fridays 503,585 531,348 6%
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A 12-step programJoe koufman
VP, Business Development and Marketing
Joe leads the marketing and business development efforts for Engauge shepherding client relationships for the agency including Cisco 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
D I G I T A L
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A 12 Step Program
“You can’t stop the waves, but you can learn to surf.”
Jon Kabat-Zinn
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DON’T pretend it’s not happening...
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Make
Shareability
a Priority141
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The success of your brand will be directly
tied to how mobile it is.145
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Make collaborationa priority
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“If I had listened to my customers, I
would have built afaster horse.”
~ Henry Ford
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Reserve a portion of budget for
testing
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Reserve a portion of budget for
testing
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Create aDigital
Roadmap
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FAIL FAST(then get right back up)
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The 12-step Program
1. Don’t pretend it’s not happening2. Think ahead...3. Make shareability a priority4. Fish where the fish are5. Test, test and test some more6. Find your “Owen’s” (passionate customers)7. Allow your brand to be mobile8. Think outside the box…from within your box9. Collaborate with your internal and external teams10. Create a test budget and use it11. Have a digital roadmap12. Fail often and fail fast
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Q & A
D I G I T A L
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