Connection Project

8/3/2019 Connection Project

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t h e c o n n ec t i o n p ro jec t


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theconnectionproject2011

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Internet.

Social.

Mobile.

These innovations are giving

us the ability to understand

and connect withcustomers

in new and exciting ways and

will drive marketing trends farinto the future.


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3 ------------- the connection project 2011 -------------

I.

Si.

Mbi.

These innovations are giving

us the ability to understand

and connect withcustomers

in new and exciting ways and

will drive marketing trends arinto the uture.


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re:FOCUS

Its tting, then, that The Connection Project

was the theme o the 2011 Digital CMO Summit,

during which more than 150 industry leaders

shared their success marketing to increasingly

connected customers, winning over their hearts,

minds, and wallets. And, the intimate size o the

summitattendance is by invitation onlycreated

an unparalleled opportunity to learn rom, infuence,

and connect with these executives rom topadvertisers, agencies, and media companies.

But, why Project? Because it indicates a work

in progressone that is changing and evolving as

companies navigate the new digital economy.

Knowing this, we nd

ourselves asking: w

s ms s

i s i 2012?

And, its an important question to consider now

as we begin planning and strategizing or the year

ahead. During his speech, Mark Read, CEO, WPP

Digital, presented the ollowing ve key ocuses

or marketers in 2012.


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Four:M is pii. According

to the IDC Digital Universe study, the digital

universe is growing by a actor o 44. Brands

are becoming more adept at collecting data

but this is challenging as more and more

inormation becomes available. In order to

succeed, marketers must move rom collection

to connectiontaking once-disparate data

and using tools and analysis to make theconnections that lead to greater insights and,

ultimately, more eective marketing.

Five: c i bs. Rethink marketing

and building brands by going beyond the

traditional interruptive television spot to

new ways o marketing. For example, The

Google Art Project, which allows you to view

artwork rom 17 museums around the world,

demonstrates Googles capabilities and the

wide range o products it hasand goes

beyond traditional advertising.

One:P mbi fis. By 2013, the total global units

shipped o smartphones will surpass that o

desktop and notebook PCs. Clearly consumers

preerences and habits are shitingand so

should your marketing strategies.

Two: uii si mi. Its importance will only

be amplied in 2012, as more and more

consumers interact and share inormation

online. Incredibly, one-third o all ad

impressions in the U.S. are on Facebook.

Three: cpii -mm. It is everywhere

and is growing in importance. No longer

just or buying and selling books and music

online, e-commerce is also gaining popularity

or day-to-day items, such as diapers,

as evidenced by Amazons acquisition o

Diapers.com or $500 million.

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011

ojec


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So, how do you make these happen? How do you

stay engaged with the connected digital consumer?

How do you use data to increase your marketing

success? How do you build brand loyalty and

consumer trust through digital marketing?

Filled with valuable insights rom the marketing

leaders who are shaping our industry, this book

will answer these questions and more, helping

you to put these ocuses into practice in 2012.

Read on as the top executives rom WPP, The AOL

Hungton Post Media Group, Sprint, Jetsetter,

ESPN, Verizon, Skype, Yahoo!, and Compete share

their experiences and predictions or the uture o

digital marketing.

scott ernst, president, compete

j

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he


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How does your session Completely Digital relate

to the Summit theme of The Connection Project?

Completely digital is the idea that or marketers to

be successul today they need to start with digital

rather than traditional media. This relates to the

broader theme o The Connection Project and howbrands can connect with consumers in a digital age.

What does the evolving digital space mean for the

future of traditional and digital marketing?

The uture or both traditional and digital marketing

will be like all changeshaving more impact in the

long run and taking longer than we imagined. For

example, the last quarter in 2010 was the astest

quarter in WPPs growth in 10 years, and it was

driven by traditional TV and the United States. So,

while as a group our strategy might be summed

up as China and the Internet, in the short term,

results are driven by TV and the resurgence o the

U.S. economy. We have to separate the shor t-term

impact rom the long-term impact, and long term

we know that traditional media will become digital,

and those that can adapt with the transormation

will survive.

Mark read, CEO, WPP Digital

The marketing world is going

to be completely digital.

Above is a graphical representation o Mark Reads session at theDigital CMO Summit. Graphic artist, Heather rom Imagethink

captured each presenters key themes and big ideas by hand, inreal-time over the course o the three day Summit.


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What advice do you have for other

digital marketers?

My advice to marketers is to be curious, experiment

and spend time with innovators, listen and observe

what consumers are really doing, and challenge

traditional thinking.

...long term we know that traditional

media will become digital, and those

that can adapt with the transormation

will survive.

About the speAker:

Mark Read is CEO o WPP Digital

and WPPs Director o Strategy;

he has also served on WPPs board

since 2006. Reads responsibilities

include developing WPPs strategy

and its relationship with key clients

and enhancing cooperation across

the Group. His primary ocus as CEO

o WPP Digital is strengthening the

Groups digital capabilities across all

WPPs operating companies, developing

its technology capabilities, and building

strong relationships with key partners

in the digital technology industry.

mArk reAd, ceo, Wpp digitAl

WAtch the interVieW

Hear more rom Mark.


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What does the evolving digital space mean

for the future of traditional and digital marketing?

One uture vision we have at Ogilvy is to star t with

a strategy that ocuses on customer advocacy

one that gets people talking about and sharing

the brands they love or care about or have beenintrigued by, and uses traditional media to spark

more o that and not be an interruptive advertising

experience. The idea that we will hit consumers

everywhere they go is over. Instead, its about how

can we use traditional media to ampliy advocacy.

What advice do you have for other

digital marketers?

I think as marketers we need to explore and then

embrace new planning strategies. And these can

be simple, new approaches that treat customers

less like channels and more like opportunities

opportunities to interact with, deliver services to,

and get them talking about the brand.

John Bell, Global Managing Director, Ogilvy

Even social media needs

brand management.


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What is the CMOs Social Media Dilemma

in 2011?

A 2009 survey ound the two top trusted sources or

product recommendations were people I know (90%)

and consumer opinions posted online (70%). Social

media is expanding the reach o peer infuence and

has a greater impact on purchase decision than paid

or traditional earned media alone.

This is a new orm o earned media and driving

marketing organizations to re-think budgets, how

they are organized, how they work with other

disciplines, and what they must budget or their

activity in social media.

CMOs will spend 6 percent o their marketing

budgets on social media promotions in 2011.

That will triple to 18 percent over next ve years

according to the Fuqua School o Business & AMA

2011 study. We are no longer talking about pet

projects or single-market experiments. Global CMOs

are trying to pivot rom a series o unconnected

experiments to actually operationalizing social

media across the enterprise.

How do you build brand loyalty and consumer

trust through digital marketing?

Building brand trust and loyalty in digital marketing

has a lot to do with listening. It is also about being

credible and reliable and periodically putting your own

agenda second, which means dont sell all the time.

About the speAker:

John Bell, Global Managing Director

at Ogilvy, developed and leads 360

Digital Infuence, the worlds largest,

award-winning network o social media

strategists, with team members in more

than 27 countries. Bell and his team

have designed integrated social media

strategy and programs or B2B and

B2C businesses as diverse as Unilever,

American Express, Dupont, LG,

and Lenovo.

WAtch the interVieW

John discusses the challenges that CMOs are acing

as brands begin to move rom experimentation into

operationalizing social media.

john bell, globAl mAnAging director, ogilVy


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What does the evolving digital space mean for

the future of traditional and digital marketing?

Increasingly advertising and marketing will be

primarily about digital. That is where the most

engagement is and where the numbers are growing.

Soon we will not be making the distinction betweentraditional and digital.

How does your brand stay engaged with

the connected digital consumer?

We are constantly responding to our users, our

commenters. I, personally, am obsessive about

responding. We have a team that treats everyone

who makes our site their home in a way that is

respectul and answers all o their questions. We

believe that is key.

arIanna huffIngton, President & Editor-in-Chie,

The AOL Hufngton Post Media Group

Sel-expression is the new entertainment.


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What does the Connection Project mean to you?

Everything in the digital world is about connection

and engagement. At The AOL Hungton Post

Media Group that is our priority: We make sure

that our content is o such quality and interest that

readers use it and want to engage with it, because

engagement is key. Its not just about consuming

content, but sharing it, passing it on, and adding to

it. Will.i.am summed it up best when he said, we

used to consume content sitting on a couch, and

now we consume it galloping it on a horse.

About the speAker:

In May 2005, Arianna Hungton,

President and Editor-in-Chie o The AOL

Hungton Post Media Group, launched

The Hungton Post, a news and blog

site that has since become one o the

most widely read and requently cited

media brands on the Internet. She is also

a nationally syndicated columnist, author

o 13 books, and co-host o two popular

radio programs, Let, Right & Center

and Both Sides Now.

Soon we will not be making the

distinction between traditional

and digital.

WAtch the interVieW

Everyone loves a good accent. Hear more

rom Arianna.

AriAnnA huffington, president And editor-in-chief, the Aol huffington post mediA group


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Gone are the days o top down we are going to

tell you what your brand is. Today, it is a place

where consumers shape and own the brand. We

are moving rapidly into a place where brands haveto completely understand what the consumers

motivations are and that branding means so much

more than raising awarenessits about activation,

evangelism, and engagement.

What advice do you have for other marketers

in the digital space?

Be very ocused on the user and the quality o the

users interactions and experiences with the brand.

Force eeding messages to people is not eective. What

is eective is getting people to participate and engage,

which is how we create deep, lasting relationships.

How do you build brand loyalty and consumer

trust through digital marketing?

You gain trust in the digital world the same way you

do anywhere else in the world: Do what you say

you are going to do. Brands that consistently do thatwill always succeed.

andy SIMS, Global Director o Advertising, Skype

Branding means so much more than

raising awarenessits about activation,

evangelism, and engagement.


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We are entering into a new world where everyone is

fully connected at all timesand they are connected

within very large social graphs. Whats more, they

are able to connect with people at so many different

levels. For instance, maybe I send out a tweet and

I have several hundred followers (some of whom

I dont even know), its a form of communication,

and its relevant. Or, maybe, I go to TripAdvisor and

get advice on a restaurant in Mexico. I dont know

that person, but there is some degree of trust there.

These are connections that are incredibly valid and

serve a purpose when consumers go to make a

brand or purchase decision.

How do you fnd a balance in making business

decisions based on data vs. gut instinct?

There is so much data, and we all know that

great marketers rely on gut instinct as well, and to

balance those is really important. What I would say

is gut is always based on hypothesis. I believe in

a test and learn approach. Once you are actually

marketing and you start to get data that supports

your hunch, then you can optimize to continually

improve the results that you get. But at the end of

the day, we are all beholden to data, and better data

will hopefully prove right or wrong our assumptions.

About the speAker:

As the Global Director of Advertising

for Skype, Andy Sims is responsible

for developing and marketing all global

advertising products, including Skype

Click 2 Call, which turns any phone

number on the web into a click-to-call

ad, and Skype Brand Advertising,

which offers advertisers a multitude

of interactive opportunities to reach

Skype users.

WAtch the interVieW

Skype is a go-to technology for the always

connected consumer but how can marketers

take advantage of Skypes capabilities to reach

these consumers?


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Marketing is about connecting with consumers,

building insights about their needs, and nding

ways to serve them. What is amazing about digital

is it changes whats possible, in ways that werentthere beore. The ability to meet the needs o and to

delight customers is magnied, by a huge degree,

by social media, technology, and mobileall o the

new tools available to customers.



My advice is to ocus on authenticity. Digital means

that it is really hard to pr etend. I you have a story

and you dont believe in it or it isnt true, it gets

ound out. Whereas i you do believe it and live it

and it is genuine, then that comes through. One o

the most important things as a marketer today is to

know who you are and be about that.

drew PatterSon, CEO & Founder, Jetsetter

Marketing is about connecting with

consumers, building insights about their

needs, and nding ways to serve them.


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How do you build loyalty and trust?

I think the most important piece is to stay relevant,

to understand where your customer is coming rom,

and to address their needs. For Jetsetter, it is about

having a very specic view about what will make

great travel experiences and delivering on that.

What does The Connection Project mean to you?

The Connection Project is the theme o what we

do at Jetsetter. For us, the connection is that we

are trying to bring the people o Jetsetter to our

membership base, and we are humanizing a travel

service and online experience. So much o what

has happened in digital has been anonymous, andat Jetsetterthrough our reviews, bylines, and

personalized communicationswe are saying that

we are real people and we care about travel.

How does your brand stay engaged with the

connected digital consumer?

We communicate with our membership base on

a daily basis. We have sales that go live every

day, and part o the process is giving them ideas,

showing them places they can get away to,

suggesting what is possible, and inspiring them to

consider things they may not have thought about

beore. Having that kind o daily touch point is very

much a part o where the culture is today: Folks are

always connected and are looking or moments o

inspiration and delight.

About the speAker:

An industry pioneer, CEO and ounder

Drew Patterson brings more than a

decade o experience to Jetsetter, the

private sales site that helps leisure

travelers discover and purchase some

o the worlds best vacations.

WAtch the interVieW

Hear more rom Drew.


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What does The Connection Project mean to you?

It represents all the dierent connection points that

we, at ESPN, have with our consumers across so

many dierent platorms, and how its a challenge

and an opportunity to be able to go out and use all

o those platorms to connect with ans, and how

we learn rom research to make our decisions better

and smarter or the next campaign we do.

How does your brand stay engaged with the

connected digital consumer?

Our brand really stays engaged by learning and

doing research, and staying out in the marketplace

and listening to our ansnot just relying on how

we have done things in the past. It means ollowing

our ans through social media, listening to our

ans in ocus groups, and going out and meeting

them at events. It means really understanding how

ans connect with us, so we can then continue to

connect with them.

MoIra davIS, Vice President o Marketing, ESPN

Run toward the multiplatorm opportunity.


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The uture o ESPN is really in our heritage in TV

and videoits the extension o that content beyond

TV and into the digital landscape. Its about people

consuming our video where, when, and how they

want, whether it is on a mobile device walking

around or on their iPad in a conerence. We want

them consuming what they used to have to watch

on a TV in a room, now, out and about wherever

they are.



You really have to be a relentless learner, especially

in the digital landscape, where things are changing

so much aster than they ever did beore. With TV,

we could rely on data rom a year ago, and now you

have to stay ahead o the consumer, and really get

out there and understand how they are consuming

and connecting with your brand and your product

because i you dont, someone else will, and you

will lose out.

About the speAker:

Moira Davis, Vice President o Marketing

at ESPN, oversees multiple areas within

the consumer marketing division,

managing more than 40 employees

who are responsible or the ollowing

ve integrated areas: media, synergy,

an relationship marketing, customer

care, and events.

WAtch the interVieW

Hear more rom Moira on how ESPN ullls

the mission to connect with sports ans wherever

they are.

moirA dAVis, Vice president of mArketing, espn


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It will require the combination o digital and traditional

media working together. In having a conversation

with a customer, it may begin in traditional media and

continue in digital, or vice versa. So we really needto have a holistic view o that conversation, and

how we interact with customers.

What tools and platforms should brands

be investing in now?

Brands should be investing in really robust analytics

tools or digital. I you dont have the capability

to know where your customers are, what they

are doing, and the behavior they are exhibiting,

it is really dicult to know how to relate to them.

The other thing is continue to be fexible and nd

technology platorms that allow you to be fexible

in the content you deliver to customers. The

combination o really good insight and analytics,

and the ability to take action on that rom a

targeting and content management perspective,

is really important.

PatrIck Mclean, Former Executive Director, Verizon

You are not believable until

someone else endorses you.


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Do your homework rom a consumer insights

perspective, really understand how customers are

behaving related to your products, services, and

brandand take that insight and use it to inorm

the way you think about interacting back with them

in the digital space.

About the speAker:

As Verizon Interactives ormer Executive

Director, Patrick McLean was responsible

or interactive marketing and digital

strategy or Verizons consumer and

small business segments.

Since the Summit Pat has taken a

new role as Vice President o Digital

Marketing at Capital One.

Brands should be investing in really

robust analytics tools or digital.

WAtch the interVieW

Hear more rom Patrick {literally} in his exclusive

interview with us at the Digital CMO Summit on

our YouTube channel.

pAt mcleAn, former executiVe director, Verizon


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How does your brand stay engaged

with the connected digital consumer?

For a brand to stay engaged in the always

connected type o environment, it is important

to understand the human reaction. When you

issue personally relevant ads and content, peoplededicate a signicantly increased level o cognitive

resources to processing that. 75 percent o people

multitaskwatching TV and, at the same time,

using the internetso i you are a marketer, you

need to understand that i someone is seeing your

communication, they are not necessarily dedicating

all o their attention to understanding it.Tony

The ads have to be personally and contextually

relevant to the consumer. I they are not, you are

just putting advertisements out there that are not

connecting with people. Knowing that there are so

many dierent types o digital communication out

there, you need to make it relevant and specic

to that person or your brand to connect with him/

her.Brian

tony Marlow, Director, Strategic Insights, Yahoo!

BrIan cooPer, Vice President o Technology, TNS

Make it personally and contextually

relevant and your advertising will

be ar more eective.


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Fully leverage the targeting options available. I you

are getting your communications out there, make

them personally and contextually relevant and your

advertising will be ar more eective.Tony



The early prolieration o tablet devices has been

phenomenal, but what we have yet to understand

is how content needs to be tailored or the specic

device. We are only just starting to tailor across

dierent platorms. So in ve to 10 years, I think wewill have a better idea o who the consumer is and

whether he/she is on a tablet, PC, or watching via

the traditional television set.Tony

I come rom the market research side o things,

and in ve to 10 years, I dont think we will call

it research, we will call it inormation integration

or the listening ecosystem. Thats because we will

be using so many types o inormation to tell a

story as opposed to looking at the specic data

point.Brian

About the speAkers:

t M, Director, Strategic Insights

at Yahoo!, is an online research expert

with special interest not only in media

measurement generally, but also in

online advertising eectiveness research

and consumer generated media.

Bi cp, Vice President o the

Technology Sector at TNS, is an

expert in digital market research with

a wealth o experience in server side

technologies, including virtualization

and the cloud, and his experience has

always ocused on the technology space

spanning B2B and B2C markets.

WAtch the interVieW

Brian and Tony share their view on connecting

and what they really thought o the Summit.

tony mArloW, director, strAtegic insights At yAhoo!


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We try to take into account the evolution o our

website, how it integrates to our ofine channels

like Retail and Care and make sure we are providing

an open and dynamic platorm or our customers to

come to connect with our brand.



Focus on mobile rst and then get .com in place.

I cant stress enough how important mobile is.



The space is evolving dramatically. I look at mobile

as the biggest change that is happening today. I you

look at any multi-channel retailer, everyone is trying

to play in the mobile space. So i you look at mobile

advertising, GPS, and geo-targeting and integrating

that into ofine channels like retail stores, that will

be the most dramatic change over time: the idea o

connecting local, social, and mobile.

MIke cooley, Vice President o Online Channels, Sprint

Focus on mobile rst and

then get .com in place.

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briAn cooper, Vice president, tns


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How do you use data to increase your

marketing success?

The key to our online marketing success and online

transaction success is using data analytics. We look

at them and see what parts o the unnel have been

successul. We use multivariate testing to know

which advertisements are doing well and which

arentand how to switch things quickly. We use

them to make sure that when a customer gets to our

website, they are seeing the right products, and it is

personalized or them. This is critical to the success

o our advertising, and that comes out in conversion

metrics and, ultimately, sales.

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WAtch the interVieW

Hear more rom Michael in his exclusive interview.

About the speAker:

With 15 years o experience in

the wireless industry, Mike Cooley

currently serves as Vice President o

Online Channels at Sprint.com, and is

responsible or the strategic, creative,

and technical initiatives impacting the

web experiences or both current and

prospective customers.


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The connection project is about people. Leaders in

this space sharing their opinions on what matters

most to them.

What advice do you have for other marketers in

the digital space?

In order to improve the conversation with

consumers, you need the right tools which help you

understand consumers and how data points drive

outcomes. The challenge with such a ragmented

ecosystem is that simply partnering with a ew

o the category leaders wont create a scalable

solution. Marketers these days need to start to

understand the principles o sound product design,

technology, as well as stats and analytics in order

to be eective.

MIchael katz, CEO, interclick

With the right tools, data empowers more

intelligent business decisions beyond just

better targeting.

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It means that the lines are blurring and the

denition o what is digital is continually changing.

The uture revolves around this concept, helping

to paint a more complete portrait o consumers

independent o the individual media silos.

How do you use data to increase your

marketing success?

Data is a pretty vague term so Im going to ocus on

anonymous, user-level data which helps us improve

the conversation between brands and consumers.

With the right tools, data empowers more intelligent

business decisions beyond just better targeting,

its really about proper segmentation, as well as

validation and optimization o audiences.

About the speAker:

As CEO, Michael Katz has been

responsible or overseeing the execution

o interclicks strategic vision since

the companys inception in 2006.

Michael continues to lead the company

during its tremendous growth, which

culminated in a successul public listing

on NASDAQ in late 2009. Under Katzs

direction, interclick has raised over $25

million since 2006 and was one o the

astest growing public companies in

2009, having expanded revenues 146%

year over year despite the troubling

economic environment. Today, interclick

is widely regarded as the leader in

audience intelligence and targeting.


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re:CONNECT

During this years Digital CMO Summit, many o

our speakers touched upon what The Connection

Project meant to them. So, now its our turn to tell

you what it means to us, and how we, at Compete,

are making connections.

Weve ound the best

opportunities lie in linkinginsights, investments,

and iteration.

For us, The Connection Project translates into so

much more than reaching consumers through better

media selection and targeting. To be sure, these

are parts o the ormula, but the opportunityor

requirement, depending on your industrystretches

even urther into deeper analytical and organizational

connections. Tying the wires, so to speak, between

what you can know about consumers and what

your media and agency partners can do based on

this will put you on the path to marketing that is in

sync with your customers.


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Connection Project