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The digital marketplace is an exceptional environment to access the voice of your customers, your best assets. By listening and communicating to them, you can achieve greater customer satisfaction, customer acquisition, and ultimately business growth & revenue. You may have seen this in individual digital silos or for niche campaigns but what about the long term branding, engagement and customer commitment benefits? dgm will outline key avenues you can use to effectively listen to those customers who are already speaking to you and understand how you can best harness the dialogue that’s already occurring through your site and via social media activity. Learn which tools can accelerate your connectivity with customers and sort the insights from the noise. Learn how to really read the data that’s already at your fingertips and translate that into successful strategies for business development and growth. dgm will illustrate a recent Dell case study which demonstrates the positive outcomes that can be achieved by listening to your customers and leveraging their voice. Chris Garner, Regional Account Director – Dell, dgm
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Put your customers in control and drive more sales
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Build strategies that deliver customers
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We already know?
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150 mins per day
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FacebookYouTubeWikipediaWindows Live MessengerBloggerYahoo!7 AnswersSkype MessengerMyspace.comTwitter.comFlickrLinkedInYahoo!7 MessengerFriends Reunited
…growth fuelled by social nets
Un
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Source: Nielsen Netview
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Who here knows?
“Consumer reviews are 12 times more trusted than descriptions that come from manufacturers”
(eMarketer, February 2010)
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Who here knows?
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roi?
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Who here knows?
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Vs
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Social Media
Engagement Tactics
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Build strategies that deliver customers
Engagement Tactics
Relevant Communities
On site Customer Experience
Tracking
Result
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One source of truth
Who determines the path?
Stand up if you have someone employed to increase website conversion?
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Stay standing if that person utilises conversion management technology to achieve this?
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?
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Example 1
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Increased conversion by 39%…
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AfterExtra $1.7M sales per annum through testing
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Example 2
Increased conversion by 16%…
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Example 3
20% increase in conversion in one year = $2.2M in new revenue
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YourBrand
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YourBrand
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Example of brands crowd sourcing
relevant social
communities
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1 Million unique users in Australia
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Coupons
74,000 searches per month currently
100% increase in 2009Forecast to rise a further 150% in 2010/11
Australian coupon trends
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More than 20% of US Consumers use digital Coupons: Over 45 million [Source: Coupons inc., February 2010]
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58% of consumers are more likely to visit online grocery stores or Fast-Moving-Consumer- Goods (FMCG) websites if a coupon is available. [Source: Couponstar via InternetRetailing, October 2009]
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Canada coupon trends
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Average Transaction Value of Coupons Vs Shopping.com Vs PPC
$US TRU
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$200
$400
$600
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$1,000
$1,200
Coupon Loyalty /
Reward
PPC - affiliate Shopping
comparison
Banners Email PPC Search
$US TRU
40% 11% 18% 12% 17% 23%
Source: dgm Australia Insights Q4 Consumer Electronics Sample size: $12M+ in revenue
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1. Use coupons on high margin products2. Use “X% off when you spend $Y”3. Use coupons for upselling 4. Plan for you coupons to go viral5. Ensure your online checkout can reject
inactive coupons6. Set expiry dates and unique
identification to measure redemption7. Always include Terms & Conditions for
coupon use
Stand up if you have a bought online in the last 12 months?
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Stay standing if you looked for an online coupon before making a purchase?
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Example 1
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Dell coupons
160% increase in Dell coupons searches
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500,000+ visitorsMonthly4 mins on site
130,000+ unique users4M+ page impressions
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“The community is mostly Australian, and is technical-biased, i.e. who (1) usually perform research online on products and shops before purchasing, and (2) are comfortable to shop online, if that gives them good price”
Scott Yang Founder of OzBargain.com.au
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Exclusive coupons seeded to OzBargain based on the poll results
20% of total weekly sales in 7 days
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25% of Dell’s US annual Twitter performance in 7 days
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feezfun on 22/06/2010 - 15:49I have only had one occasion to call Dell for assistance. The person at the other end was helpful, it was a slow process and long phone call, but at the end I was told a new power supply would be dispatched and I would receive it in 48hrs. Less than 24hrs later I had the part all covered by warranty.
20,000 words of user generated content
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$20 ROAS
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Example 2
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Dominos coupons
6,600 searches per month
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65,000 pizza’s YTD
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$25 ROAS
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Example 3
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responsible for 6.3% of all global single-track downloads
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iPhone app downloaded 1.5M in last 6 weeks
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Used 20Million times in the last 8 weeks
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Shazam
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i-tun
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urch
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Example 4
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“Wasabi will probably be best in small doses for those who like it and steadfastly avoided by those who do not”Cnet Review 2009
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The future is now
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By 2015, more people will be browsing the internet on mobile devices than a desktop or laptop computer.(Source: Frost & Sullivan)
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Mobile coupons
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Unique bar code scannable coupon
FMCG Free samples online
$2 Off!
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Build strategies that deliver customers
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Engagement Tactics
Relevant Communities
On site Customer Experience
Tracking
Result
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Questions?
http://chrisgarner.posterous.com/http://twitter.com/cgarner2000
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…more examples of brand’s crowd
sourcing
relevant social communities
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http://crowdsourcingexamples.pbworks.com/Brand-sponsored+crowdsourcing+initiatives
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15,000 ideas and counting…
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Launched 2.8% solutions and counting…
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Questions?
http://chrisgarner.posterous.com/http://twitter.com/cgarner2000
