melbourne it - istrategy atlanta
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Smarter DecisionsCape Town | Hong Kong | London | Madrid | Malmö | Mountain View | Melbourne | New York | Paris | Stockholm | The Hague | Valbonne | Washington DC | Wiesbaden | Wellington melbourneitdbs.com
About us
Melbourne IT DBS helps organizations manage, protect and optimize their brands online to maximize the value of their online assets
• #1 provider of digital brand management solutions• 3,500 clients, 602,000+ domains under management• Global scope – 15 offices in 10 countries, 220+ staff,
3500 clients• Successfully established the .biz domain via JV with
Neustar• Long-established partnerships with industry leaders
Representative Clients:AB InBevCoca – ColaDeloitteGlaxoSmithKlineGeorgia PacificKimberly-ClarkLegoLufthansa SystemsOracleRBSSociete GeneraleStarbucksVolvo
Internet naming is changing too
Top Level Domains.com .net .biz .info
Country Code Domains.fr .de .co.uk .com.au
Brand owners apply for and manage a portfolio of URLs in diverse TLDs
Top Level Domains.bank .music .shop .hotel .city .brand .anything
Marketers can own, manage and control their unique name space
Today
With New TLDs
Logical organization
.canon .hitachi
.berlin.nyc
.deloitte
.london
brand:
place:
category: .bank .jewellers .sport
.film .shop
community: .scot .mls .gay .bank
Extensive new gTLD naming possibility
…with restrictions − Country names and all 2 letter
combinations− 3 letter country abbreviations − No numerals allowed− Words deemed offensive
Nearly unlimited URLs for exclusive use
Name possibility
Reclaiming brand position on the web
Bentley.com
One of the most famous luxury car brands in the world
Established 1919
Developer of 3D CAD design software
Established 1984
.bentley ?
Names you can trust
.deloitte
.delloite.deloite.deloittr
Not allowed
IP protection Improved marketing effectiveness− Offline/online connection− Search engine optimization
Brand positioning Security New applications
The five reasons to get your own TLD
8
First the caveats− Subtle and elusive− Not immediate− Disconnection between actions and results− Results will vary
And one more− None of this stuff exists yet
Search engine optimization
9
Improved performance for entire TLD on key terms− Authenticity− Focus− Happens today
Better user of existing SEO techniques, such as− Keyword density in URLs− Second level domain optimization− Long tail optimization
Increased click rates in same position− Friendly URLs more clearly indicate content of page, fit entirely into display area,
and can be more inviting− Tantamount to rising in search position
Search engine optimization
10
World Federation of Advertisers− July 2011 member company survey− 45% of members intend to apply for one or more gTLDs
Melbourne IT conversations− More than 300 companies engaged
Verisign estimates− Up to 1500 applications− 2/3 will be brand names
Adoption
11
Brand engagement
• 2/3 of online searches are driven by exposure to some form of off-line advertising and/or promotion.
.brand URLs will create the bridge between off- and online media and simplify the search process with meaningful URLs
INFLUENCERS
BUYERS
PARTNERS
Desirability of short URLs− Ease of entry− Memorable− Meaningful− Simplifies search
Brand engagement
news.cnn
http//www.news.cnn
It’s estimated ~ 40% of Internet users access the web via a handheld device
Marketing challenges continuously evolve.Yet a company’s brand will always remain the constant foundation and an equity driver for the business
.brand can create the digital anchor for brands
Anchoring customer connections and relationship for the brand across the engagement process
ATTRACT ENGAGE ACTIVATE ADVOCATE
Creating a digital anchor
Slide 15
ATTRACT
INFLUENCERS
ALLIANCES
Brand Advocate
FIELD SALES
ACTIVATE
ENGAGE
PARTNERS
BUYERS
Using .brand to connect audiences
Slide 16
ATTRACT ADVOCATEACTIVATEENGAGE
•B2C
•B2B
•Family/Friends•Support Groups
•Associations
•Organizations
•Channel
• Marketing•Sales
•Brand Alliance
BUYERS
INFLUENCERS
ALLIANCES
PARTNERS
FIELD
Generate Interest and
Supports Decision Making
Introduces Brand,
Products, Services and
Create Familiarity
Provide Demonstration and Motivate
PurchaseStimulate,
Influence and Promote Advocacy
Using .brand to connect audiences
Slide 17
Brand URLS to engage with customers
Better: heroes.bud
Actual: www.budweiser.com/en/world-of-budweiser/mlb/default.aspx
ATTRACT ENGAGE ACTIVATE ADVOCATE
Timeline
Review strategy and make decision
Prepare application(90 page document)
Submit application
Monitor and respond to other applications
RECO
MM
END
ED A
CTIO
NS
Update domain name and brand protection strategy
Jun 2011
Jan 2012
Apr 2012
Nov 2012
ICANN Communication Period
ApplicationPeriod
Evaluation Delegation
2013 2014 2015 2016
Unlikely to allow new applications
Next chance to apply
Applications Public
Determine the strategy that’s right for your organizationSelect partnersGet the application rightAdjust brand strategy – online & offlineWhy Melbourne IT DBS and Partners:
New gTLD imperatives
Global presence and capabilitiesIndustry affiliations and accreditations
Domain industry track recordDigital brand management experience
Sarah Langstone – Director of Strategic Partnerships, Verisign Jake Osborne – VP & Engagement Director, McCann WorldGroup Dr. Bruce Tonkin – co-chair, ICANN
Today’s panel
Verisign - The Premier Registry Service for .brand
Verisign is the premiere category leading choice to manage the back-end registry services for .brand gTLD extension
Proven expertise as the largest registry in the world – managing .com and .net without fail for over a decade…
Connecting the sites that shape the world− Experience and tools connecting over 100 million url addresses − Managed the infrastructure for .com and .net at 100% availability for more than a decade.− We enable the promise of the Internet because these domains deliver all the Internet has to
offer.
Verisign
McCann’s Approach
Custom .brand TLD Strategy1. Discovery – Brand Ambition
Business GoalsCorporate Brand Strategy
2. Brand Insight – “5 C’s”Key Audience SegmentsKey Insights: Category, Company, Customer, Culture & Connections
3. Assessment – What are the opportunities for using a .brand TLD?
4. Recommendation – How will the .brand TLD be applied across the engagement cycle?
ATTRACT
ENGAGE
ACTIVATE
ADVOCATE