Marketing Optimization Fitness Plan: Bryan Eisenberg at #fusionmex:

© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok

Presented by:

Bryan Eisenberg, Partner, Eisenberg Holdings

http://www.BryanEisenberg.com

@TheGrok

Optimization Fitness PlanIs Your Business Fit Enough to Keep Up With Your Customers?

http://www.bryaneisenberg.com




http://tr.im/mmsc3

http://tr.im/mmsc3



The Speed of Business Change


Your Customers Have Changed Their Pace. Have You?



Advertising only accelerates the inevitable...


Social Media dramatically

increases the velocity!



Smartphones34% of smartphone owners have owned one less than a year, 80% less than three years.


TabletsTablet sales will eclipse laptop sales by 2015. Many retailers are seeing 5-10% of traffic from iPads alone. Today.



Photo by hdrdoc

Multi-channel is very, very hard to execute today.

© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrokMarch 2011 “Welcome To The Era Of Agile Commerce”


Agile business leaders will optimize touch-points,

not channels.


Customers want to see a brand – not separate channels

In Online

Social Web

MobileSales

pervasive engagement


Think Cross-Channel: Consumers will interact with any channel they want, when they want.


Corporate Agility


There is a Huge Gap!


© 1998 - 2011 Eisenberg Holdings, LLC - @TheGrok© 1998 - 2010

•"Execution is not an event — a onetime push toward achieving goals. Rather, it is a way of life."


Are you engaged with your customers across all touch-points?

78% of smartphone owners use their phones while they shop. - Eric Schmidt, Google

30% of consumers use three or more retail channels for any shopping transaction.- Matt Anderson, Booz & Co.

92% shoppers have more confidence in info sought online vs. anything from a salesclerk or other source. - Wall Street Journal

81% of respondents said they'd received advice from friends and followers relating to a

product purchase through a social site; 74% of those who received such advice found it to be influential in their decision. - Click Z


It Pays to Be Agile



Do it Wrong QuicklyWe work on “the plan,” which isreviewed and approved by execs,then we execute flawlessly (or do we?)

• We’re looking to hit the arrow in the center—the bulls-eye

But what if the game is to score the most points, i.e., the sum of arrow scores.

• Shooting three arrows may be muchmore effective


To Innovate, Experiment Often• “If you're not prepared to be wrong, you'll never come

up with anything original” – Sir Ken Robinson (TED 2006)

• “To have a great idea, have a lot of them” -- Thomas Edison

• If you have to kiss a lot of frogs to find a prince, find more frogs and kiss them faster and faster

http://4realz.net/hotlist/2008/09/if-youre-not-prepared-to-be-wrong-y/

http://4realz.net/hotlist/2008/09/if-youre-not-prepared-to-be-wrong-y/


A Marketing Optimization Fitness Plan


Whack On The Side of The Head


TweetVP• In 140 characters or less, tell me the value of doing

business with you.


3 Words to Describe You:

• Ask your customers the same about your brand on Twitter & FB

• How long until you get 100 responses?

• What do the responses say about you?


Are You In Ecommerce?Take 10 mystery shoppers:

• Step One: How long does it take from customer order to fulfillment? What is your Benchmark?

• Step Two: Split the 10 into 3 groups. Have them contact customer service by email, phone & Social Media. How long until they get resolution?

How did you perform?

Were there any breakdowns in operations?

Did each channel respond equally?

How can you improve?

How did you compare to your competitors?


Are You In Lead Generation?Take 10 mystery shoppers to fill out lead forms:

• Step One: How long until they got their first real response – not an automated one from an e-mail auto-responder?

• Step Two: How long does it take for them to get a real price for your product or service?

• Step Three: Split the 10 into 3 groups. Have them ask a tough question by email, phone & Social Media. How long until they get a correct answer?

How did you perform?

Were there any breakdowns in operations?

Did each channel respond equally?


Expion Report


Are You A Publisher?

Everyone should be thinking they are today!


What’s Trending?

http://www.google.com/trends/hottrends





Publishing Agility• Step One: Pick a Trending Topic and publish something about

it that is relevant to your business.

• Step Two: How long does it take you to create:

• a blog post from it?

• an online press release?

• an online video?

• an infographic?

• Step Three: How long does it take you to find influencers & socialize it?

• Step Four: Ask to make some revisions to it. How long does it take?


What If The Rules Changed?• Step One: Identify 25 of your most viewed PPC or FB

Ads

• Step Two: Ask your team to come up with 3 versions of each ad to test.

How long does it take to write them?

How long does it take to get them implemented?


Ideal Data Reporting Structure

CFO

Product

CFO

Sales & Marketing

ManagementReporting

Real - TimeStats

Marketing


Metrics Madness

Open up your marketing dashboard with your KPIs (key performance indicators):

• Step One: Go through each one and ask them what the team’s plan and role is as each one of those metrics changes by 20 percent up and by 20 percent down.

Do they have clear action items?

How long would it take for them to respond?

Do you have too many KPIs or are your KPIs not clear enough?

Can they prioritize these changes effectively?

http://www.clickz.com/clickz/column/1929572/steps-prioritization-faster-execution

http://www.clickz.com/clickz/column/1929572/steps-prioritization-faster-execution


Creative Testing• How long would it take you to come up with 10 new

experiments with strong hypothesis, not just variations?

• How long would it take to execute on these?


Beat Your Benchmarks?

Practice Daily!


Take Baby Steps To Improve


5 Star Culture Traits

★Customer Intimate - Amazon

★Remarkable - Virgin

★Authentic - Zappos

★Nimble - Best Buy

★Test & Tweak - Google


Thank you for listening!

Bryan Eisenberg

[email protected]

Read our blog: www.BryanEisenberg.com

Call us at (347) 470-GROK (4765)

Follow me on Twitter Please:

@TheGrok

mailto:[email protected]

mailto:[email protected]

