GLASSDigital Marketing Strategy

Created by:Cam Johnson | johnson.5545@osu.edu

Diana Hauptman | hauptman.4@osu.eduLauren Petrick | petrick.12@osu.eduMatthew Kolena | kolena.4@osu.edu

“One moment the world is as it is. The next, it is something entirely di!erent. Something it has never been before.”

-Anne Rice

Experience GLASS.

Experience the world with your head up.

IdentifyGLASS isn’t a product for the elite; it’s an invention that will revolutionize the way we work across all professions. By utiliz-ing innovative technologies, GLASS enables hand-free com-munication that can connect people and capture the world in a whole new way.

Who needs GLASS?Our stategy primarily focuses on targeting profession-als between 18-40 who can integrate GLASS into their work environments to make their jobs more e!cient and their lives easier. These professionals don’t have to have tech-savy jobs. Instead, we are targeting a wide-variety of mundane jobs that can utilize this technology to change their workforce for the better.

Why GLASS?GLASS allows people to communicate e"ort-lessly while keeping their head up and focus on the world around them. In addition, GLASS can easily capture #eeting moments, bring people together and provide a wealth of in-formation in an instant. GLASS will make lives easier and streamline jobs all around the world.

What is GLASS?Since this is a new product in the market, our strategy aims to educate consumers about the features of GLASS and how they can use it at their jobs or in everyday life.

Activate

Engage

Consumers will engage with GLASS through a variety of initia-tives that utilize social media. We’ll spark the conversation by introducing the See with GLASS video initiatve and continue to be on the top of their minds with retargeted display adver-tisements and more. Our strategy concentrates on creating dynamic content that demonstrates the uses of GLASS and fostering an online community where people can share ideas, applications and tips for our product. Through an integrated approach across all of our channels, our strategy will engage the awareness of our brand with our customers through a variety of mediums.

Through our activation phase, our strategy and engagement are executed. This is where Google GLASS's brand will cre-ate a long term, emotional connection with the consumer and interest is generated for Google GLASS. Customer Relationship Management tools and techniques will be used to provide a framework for marketing activation. A successful activation will allow GLASS to increase pro!ts, accomplish consumer engage-ment, reach strategic goals, and develop a strong, favorable opinion about GLASS.

GLASS StrategyBuild awareness and demand for Google Glass’s innovative capabilities and real-world applications by targeting key consumer segments through social media, SEO, paid search and display advertising as well as utilizing analytics and KPIs to accurately measure campaign success.

Google is the dominant Internet property and search market leader, known for its innovative technological edge and continual focus on improving user experience. The company’s position provides great advantages for growing its business with minimal risk; however, Google must con-tinually provide value for consumers to maintain this edge.

GLASS Industry Analysis

GLASS Social Media- Focus on the social media accounts that are most popular with professionals aged 18-40- Create stimulating content that is shared across channels and depicts the implementations of GLASS- Tell a story through the “See with GLASS” video initiative and allow for conversations between users - Ask consumers, how would YOU see with GLASS? Show us. Users would be able to upload videos of themselves displaying how their lives or jobs would be easier with Google GLASS. Top 5 would be selected and provided with GLASS.

How would YOU see with GLASS?

GLASSsee with

See with GLASS video initiative 24 di!erent work environments. 24 new ways to complete old tasks. Faster and more e"cient with Google GLASS.

Go on a virtual #eld trip with the See with GLASS video initiative that demonstrates how GLASS can be utilized in 24 di!erent industries. We’ll record 2-3 minute videos of GLASS in action in a variety of di!erent work settings and post the videos to our Youtube page and send them out via Facebook and Twitter.

- Currently there is upwards of 1.13 billion users who use Facebook According to past data from Mashable.com and Online MBA, we estimate 40% of all users to be be tween the ages 25-44 and 47% of all users make in between $50,000 - $99,000 annually. This “middle class” and 25-44 age range is close to our target market, so we would hope to maximize our brand’s presence on Facebook to engage them.- Focus on showing implementations of GLASS through multi-media and dynamic content. By depicting the useful applications of GLASS, our consumers will begin to see the various features and amenities of the product.- Attract and engage fans with our video contest which asks them to upload their own video to our page- Spark conversation with our See with GLASS initiative, inviting fans to share their own stories, strategies and di!erent ways they suse GLASS

- Currently has upwards of 550+ million users According to past data from Mashable.com and Online MBA, we estimate 48% of all users are between 25-44 and roughly 37% of all users make in between $50,000 - $99,000- Continue the trend of disseminating dynamic content (photos and videos)- Concentrate on timliness and relevance of our content by highlighting how GLASS can be used during current events, holidays and various other shared celebrations-Tweetchats led by GLASS creators, early adopters and innovators

- Establish relationships with bloggers and encourage them to write blog posts about their experience with GLASS. In exchange for their support, Google can provide them with sample accesories for GLASS such as the extra mono earbud (valued at $50), the clear shield (valued at $75), and the extra cable and charger (valued at $50). In addition, their blogs will also receive exposure from this initiave through Google’s social media channels and also the opportunity to be featured on our website.

We would also like to maintain a light presence on these sites to directly target speci!c occupations of the users who heavily dominate the sites as needed:

Engineers, developers, designers

Teachers,Travelers

Retail DesignersChefs

Tech-savy individualsConduct an “AMA” or Ask

Me Anything with GLASS designers and developers

GLASS Display Media- Sponsorships and GLASS banner advertisements will be placed on websites used daily by our target audience such as Gmail, The Wall Street Journal, YouTube, and Online Banking websites. Also, tech speci!c sites such as The Sharper Image, Best Buy, Amazon, etc.- Focus on using Rich Media, a highly interactive ad, to interact with website visitors and visually convey how GLASS works.- Use Online Video Advertising to show a short clip of GLASS and encourage viewers to engage with the brand online- Consistency and clarity are key in display media. GLASS advertisements will be relevant, persistent, easy-to-see, unique, and always “clickable” to the website.

GLASS Targeting- Targeting speci!c audiences will optimize consumer interaction and engagement- Demographic Targeting: Age: 18-40 Income: Upper/High Middle Class Gender: Male Dominated Career: Professional- Geographic Targeting: West Coast, Mid-West, East Coast Personalize based on state, city, and zip code- Behavioral Targeting: Previous sites visited Performed searches- Psychological Targeting: Published by the Journal of Personality and Social Psychology, a study looked at 1.5 million responses gathered from !ve di"erent online surveys and assessed respondents across !ve key personality traits: Openness, conscientiousness, extraversion, agreeableness, and neuroticism (Exhibit below)

WIN OVER: The most challenging target au-

dience who will reject GLASSDe!ned by low Extraversion, very low

Agreeableness and Conscientiousness, very high Neuroticism, and moderately

high Openness

WARM UP TO: Will take time for this audience to

adapt to GLASSDe!ned as sociable, considerate,

dutiful, and traditional, agreeable and Conscientious, moderately low

Neuroticism

THE SUPPORTERS: This audience will easily adopt

GLASS into their livesMarked by low Extraversion and

Agreeableness, very low Neuroticism, very high

Openness, innovative, and entrepreneurial

To ensure the success of the GLASS campaign by focusing on continuous enhancement of the method-ology and metrics. By tracking, testing, benchmarking, and reporting on meaningful KPIs throughout the campaign, the analytics will e!ciently and e"ectively optimize the e"orts to drive meaningful insights and results. We will utilize analytics, marketing, BI, and reporting tools that best align with Google’s needs to achieve campaign goals.

StrategyThe primary focus is to optimize the brand awareness of Google Glass, so KPIs should express impact and ROI in these terms. We are not so much interested in people clicking as we are in people recognizing the brand. Being a new product of its kind, it is vital to build awareness to fully leverage the #rst-mover mar-ket advantage and establish its brand and value for users. Metrics will be de#ned for each channel and campaign component. Purchase path data will be tracked to understand the interdependencies between channels and the role that each plays in the customers’ journey from initial impression to engagement with the brand to purchasing Google Glass.

We will work with Google to provide the appropriate level of reporting to managers, with speci#c infor-mation pertaining to regions’ demographics, and provide campaign results that align with their relevant campaign timelines as well as with their internal reporting schedules for optimal communication and information sharing. We will provide automated reporting of KPIs at regular predetermined intervals as well as comprehensive analyses to discuss campaign improvements.

Display MediaThe success of the display campaigns, such as online video advertising and mobile display media, will be analyzed by view-through impact, as click frequency across the industry continues to decline. Rich media will be measured in terms of interaction rate, action and activity rate, average brand time, average panel display, and click- and view- through rates. Display ad tests will allow us to determine the impact of the ads so we can be con#dent in the results that they are returning.

GLASS Analytics & Optimization

Social MediaSocial media channels will be used to build brand community, so we will measure and benchmark organic and paid impressions and reach. For Facebook and Twitter, we will measure likes/favorites, shares/retweets and post clicks by engagement based on content topic and segment. Likes will be tracked in terms of or-ganic, paid, unlikes, total likes, and net likes, where likes come from (suggestions or on page). Reach will be measured in terms of organic and paid; likes/favorites, comments/relies, shares, and mentions; hides, report as spam, and unlikes; as well as total reach by posts/tweets, posts or mentions by others, page like ads, men-tions, and check-ins. Visits will be measured by page and tab views and page activity, including mentions, posts by others on the page, check-ins, and o!ers claimed. External referrers and the websites and advertis-ing that they were directed from will be a key indicator of the customer path and will direct our focus to op-timize reach to the target audience. Fans and people reached and engage will also be a KPI of social media tactics. Segment-optimizing tests will determine segment channel preferences and help to direct relevant content.

SEOBy tracking the most popular search terms by segment and anticipating di!erences in search behavior will assure searches result in the appropriate links. Targeted tests will facilitate this research. Google AdWords and Google Webmaster tools will be used to provide with top search queries. Tracking users paths through advertisements and the Google Glass website will show search patterns. Heatmaps will indicate relevant or less relevant content and which areas to provide more or less of going forward. Analyzing paths will help to determine ease of navigation and necessary format or layout improvements. Search engines will be opti-mized by creating sematic, valid code using HTML tags, unique titles, and appropriate meta tags. We will also ensure search engine spiders are correctly indexed to website and have quality links. Additionally, we will take advantage of free SEO tools on Google, such as Google Analytics, Google Website Optimizer, and Google Webmaster.

GLASS CostThe total cost will be relative to the amount of sales GLASS will produce: 30% of sales will be dedicated towards marketing. If 10 million products are sold, $3,000,000 will be apportioned to marketing. The mar-keting budget is substantial because brand awareness and understanding is one of the key selling points for Google GLASS.

GLASS TimelineVideo Initiative: 3 month production + 6 month rolloutDisplay Advertisements: 2 months creation + 8 month implementationSocial Media Engagement: 6 months to build engaging outletsAnalytics & Optimization: Reports bimonthlyTotal Time to implement strategy completely: 3 month prep + 7 month initiative = 10 months*Will engage after 10 months (initiative does not end, but will be reevaluated and changes will be made)

GLASS Sample Social Media CollateralIncluded are sample graphics created for the See with GLASS video initiatve:

Created by:Cam Johnson | johnson.5545@osu.edu

Diana Hauptman | hauptman.4@osu.eduLauren Petrick | petrick.12@osu.eduMatthew Kolena | kolena.4@osu.edu