compete iab presentation on transparency (04 june2007)
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Embracing transparency in marketing
IAB Leadership ForumUser-Generated Content & Social Networking
June 4, 2004
Stephen DiMarcoChief Marketing Officer
OPEN UP!
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All in 45 minutes…
Real-time research
A transparency framework
Real-world marketing examples
Some exciting new applications
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Significantly more
transparent
Significantly less
transparent
Neutral
Compared to other companies in your market, how transparent are you in dealing with your customers, employees and/or partners?
1 2 3 4 5
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Significantly more
transparent
Significantly less
transparent
Neutral
Compared to other companies in your market, how transparent are you in dealing with your customers, employees and/or partners?
1 2 3 4 5
1’s and 2’s raise your
hands
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In the next 90 days
1’s and 2’s, how long will it take for you to be considered “more transparent” than half the companies in your market?
Before the end of this year
Before the end of next yearThe internal debate rages onIt will never, ever happen
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In the next 90 days
1’s and 2’s, how long will it take for you to be considered “more transparent” than half the companies in your market?
Before the end of this year
Before the end of next yearThe internal debate rages onIt will never, ever happen
keep your hands up
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So, how long it will take customers to find out something you don’t want them to know?
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Transparency is more than just a buzzword
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Consumers: why do you engage in social networking?
Meet people
Be entertained
Learn
something
Influence
others
78% join to communicate with existing colleagues or develop new acquaintances
47% join in order to find entertaining content such as photos, music or videos
38% join to get information from other people about topics that hold particular interest to them
23% join to express their opinions in a forum where their ideas can be discussed or acted upon
Online socialiteOnline socialite
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How
mu
ch
con
trol sh
ou
ld I
m
ain
tain
over
CG
C?
How much CGC exposure should I seek to create among target
consumers?
Mini-Sites, Promotions, &
EventsIntegration Into
Your eCommerce Platform
Brand Management on Third Party SitesCGC
starting point
Marketers: how can you balance exposure and control?
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A tale of two consumer-generated ad campaigns
Do Don’t
~ 500,000 visits < 50,000 visits
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Consumer-generated versus professionally edited content Yelp has become the definitive site for reviews of local businesses 344% year-over-year growth; 80% of the community considers content
to be as trustworthy as if it came from a family member or friend
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2.72.4 2.6 2.6
3.23.5
3.83.9
3.6
4.2
5.7
6.9 6.9
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
Mar-06 Apr-06 May-06 Jun-06 Jul-06 Aug-06 Sep-06 Oct-06 Nov-06 Dec-06 Jan-07 Feb-07 Mar-07
Digg cedes editorial control to readers…
Explosive growth and increasing levels of engagement
The Growth of Digg.comUnique Visitors and Page Views per Unique Visitors from March 2006 through March 2007
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
Mar-06 Apr-06 May-06 Jun-06 Jul-06 Aug-06 Sep-06 Oct-06 Nov-06 Dec-06 Jan-07 Feb-07 Mar-07
Unique Visitors (UV) Page Views Per UV
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… but then stopped, suffered and gave it back again….
…after thousands of comments, you’ve made it clear. You’d rather see Digg go down fighting than bow down to a bigger company. We hear you, and effective immediately we won’t delete stories or comments containing the code and will deal with whatever the consequences might be…
If we lose, then what the hell, at least we died trying.
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Sheraton re-launched its site as a social platform
New site de-emphasizes reservation funnel Audience encouraged to read & share experiences
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More consumer content and a higher conversion rate
Conversion improved following the Q2 re-launch Thousands of customer stories about Sheraton properties
Sheraton Online Conversion Performance(% of Sheraton site visitors reaching each step of the hotel booking process)
47%
41%
47%
37%
55%
27%
55%
27%
3.0%4.2% 3.0%4.0% 3.3%4.3% 3.6%4.6%
Perform Search Select Property Billing Page Convert
2006-Q1 2006-Q2 2006-Q3 2006-Q4
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February 14th – nightmare or opportunity for JetBlue?
3%
10%
18%
27%
62%
52%
6%
5%
10%
5%
JetBlue Customers
JetBlue Prospects
Very Negative Slightly Negative No Impact Slightly Positive Very Positive
Consumer Sentiment following JetBlue’s February operational issues(Impact on travelers’ likelihood to fly JetBlue in the future)
Operational miscues had a larger negative impact on people who had not flown JetBlue in the prior twelve months
Discrepancy marks a significant threat to JetBlue’s expansion plans
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JetBlue used a Customer Bill of Rights to win confidence
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JetBlue’s engagement and booking have recovered
Admission of operational shortcomings resonated with consumers
Potential upside from fast response, honest dialogue and a resilient brand (what other companies can claim this?)
JetBlue Online Booking FunnelShare of JetBlue.com visitors searching, selecting, and booking flights, January through March 2007
71%
36%
6.5%
58%
26%
4.3%
68%
32%
6.1%
% Searching Flights % Selecting Flight % Booking Flight
J-07 F-07 M-07J-07 F-07 M-07J-07 F-07 M-07
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Does behavioral targeting really benefit consumers?
behavioral targeting can be creepy …
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But when its linked to real value, consumers love it
Upromise toolbar users … Return to Upromise.com 3X as often as non-toolbar
members Shop the Upromise mall 8X as often as non-toolbar
members Save 7X more in the online mall than non-toolbar
members
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Compete is making web analytics more transparent
old
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Opening up our metrics to anyone who wants to know more
new
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The more we’re transparent, the more we grow
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Are you ready for more transparency?
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Bringing it all together in a neat package
How should we approach consumer generated advertising?
What’s the value of incorporating consumer ratings & reviews?
How much/little moderation is necessary?
How do we handle bad news when it gets out?
Should we reinvent our website?
What’s the right way to do behavioral targeting? Upromise
Sheraton, Compete
Digg, JetBlue
Digg, Yelp
Yelp
Doritos, Chevy