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Presented by:
Steve Ennen, Director of Business Development; [email protected]
Lessons Learned: Aligning Electronic Media with the Brand
ASBPE Feb 29, 2008
•Director of Business Development, Neighborhood America
•Former VP, Digital Business Strategies, ABM
•Consulted with dozens of media and marketing companies over last three years
•Advise Wall Street firms on new forms of valuations
•Instructor, digital sales and marketing, NYU
•Work with U.S. State Dept. & foreign governments to educate international media on digital shift
Lessons Learned: Aligning Electronic Media with the Brand.
Full Service Partner Approach: strategy, design, IT, service, reporting, online and mobile integration
Culture: cultivated since 1999 (not venture capital)
Employees: 80 and growing rapidly
SaaS: fully hosted, award-winning software, commitment to ‘customer first’ with exceptional service and support by a team of experts
Ownership: customers OWN the content, members, and site
Ubiquity
•More than 2.1 billion handheld subscribers worldwide
•More than 230 million in U.S. alone
•400 million in China
Ubiquity
Ubiquity + Connectivity =
CommunityBy 2009 print revenue is expected to account for 34.3% of total business media revenue in 2009, compared with a 38.6% share for digital products.
Events are expected to account for 27.1% of total revenue.
Outsell's "B-to-B Trade Publishing & Company Information: 2007 Market Forecast & Trends Report.”
Ubiquity + Connectivity =
Community
Are you part of the conversation?
“What we’re seeing is just how deep-rooted [the] desire is to do several things: to share, to communicate, to get your expertise out there.”
Andrew McAfee, associate professor, Harvard Business School
Engagement has Become a Necessity
The marketplace has gone from “brand-centric” to “customer-centric.”
If you don’t hear your customer’s voice, there’s a competitor who will.
Community users spend 54% more than non-users. - WSJ
Community users remain loyal 50% longer. - at&t
It’s a digital world:
50% of brands will spend
50% of budgets on alternative media by 2011
- AdAge
60% of online consumers make
purchase decisions based on peer
advice. - Visa/Yahoo
“Literally hundreds of millions of people around the world are visiting social networking sites each month and many are doing so on a daily basis…
…social networking is not a fad but rather an activity that is being woven into the very fabric of the global Internet.”
ComScore, 2007
Ubiquity + Connectivity=Community
71 million blogs (can’t all be bad)
Sophisticated network of influencersseeds of communitydigital din
> 5,000 blog posts on restaurant industry
>13,000 blog posts on hotel industry
Changing face of lead generation
•Facebook >$15 billion valuation
•Microsoft invested $240 million
•Central window to the Web
•Advertising-based
•“…detailed information on the users”Wall Street Journal, Oct. 25, 2007
Enterprise networks offer a new way to connect with the community
Monthly “reach”Magazine 50,000 circulation each month
Trade shows or conferences - 5,000
Web site 50,000 unique visitors each monthE-newsletters = 5,000Webcasts + 500
Reach is now +110,000
Ubiquity + Connectivity=Community
•Drive revenue, referrals,
and repeat business
•Focus the interaction
around your brand
•Strengthen brand affinity
•Gain continual business
intelligence that drives
innovation
•Keep your brand top-of-
mind with buyers
An active community functions as an engine to support business goals.
Enterprise Networks - Why?
The rapid back-and-forth between the company and the online community can help substantially shorten the product-development cycle.
“It is not just a focus group that you see for three hours; you are developing a relationship…”-WSJ on Del Monte Foods; 1-14-08 The New Focus Groups: Online Networks
•Community-focused content•How-tos•Recipes•fashion
•Premium content/membership
•Contextual search
•Geo-targeting/segmentation
•Sponsorship•New real estate opportunities
Enterprise networks offer a new way to connect with the community
Strategic Consumer Engagement Drives Results
Rate My Space
Within first 15 weeks:
• 20,000 members• 24,000 uploads• ROI: over 10MM
page views per month, adding new ad revenue
Strategic Consumer Engagement Drives Results
Rate My Space
Within first 15 weeks:
• 20,000 members• 24,000 uploads• ROI: over 10MM
page views per month, adding new ad revenue
In first few days:3,000 participants10% increase in web trafficAble to move from an annual launch to quarterly
Men’s Health“Transform” campaign
