How does a company with a long-standing “analog” business transform itself into a digital player? Nicolas Gaudreau, Yellow Page Group’s chief marketing officer, provided meshmarketing with the inside story into the strategic and tactics steps and processes that have helped the company’s position itself in the digital world. Nicolas will offer insight for companies evolving their business, highlighting best practices, challenges and what to avoid.
Citation preview
1. The transformation of Yellow Pages Group By Nicolas
Gaudreau. CMO, Yellow Pages Group1
2. 2 3. 3 4. 4 5. Newspapers Descent Into Hell 6. An iPod, a
phone, an internet mobile communicator... these are NOT three
separate devices! And we are calling it iPhone! Today Apple is
going to reinvent the phone. And here it is. - Steve jobs, 2007 7.
Until Recently, the Internet Was an Activityby: yiibu.com 8.
Changing Our Lifestyle 9. Changing the Way your Potential Clients
Search for your Products and Services 10. The Decline of Print Base
(Starting at 100)Boom ! 200150 Real GDP - Canada 100Print Usage -
Reach 50YP-Print0 20002001200220032004(1) Scotiabank Global
Economic Research (August
2013)2005200620072008200920102011201220131 11. The transformation
of Yellow Pages Group Print Revenue CAGR:
-10%1,300380975285650190325Digital Revenue CAGR:
28%9500200720082009201020112012200720082009201020112012 12. The 7
Components of the TransformationThe vision of the digital
transformationDigital productsTechnology and executionSales
strengthThe brandDigital cultureThe digital experience 13.
http://essenceoffood.wordpress.com/about/ 14. $10,000,000,000+ 19
15. 37% Digital20 16. change la manire dont vos clients potentiels
cherchent les produits et services que vous offrez 17. SMBs are
Looking for a Turnkey Solution 63% 18. 2 The Transformation of
Products23 19. Presence and Content 20. Search Engines 21. The
Addressable Market Goes from $1.5 to $6 billion $7 $6Business
solutions (social..)$5Mobilebillion$4Research $3Websites$2 $1PYP/
IYP$02010 Traditional marketPYP/ IYP 2014 Market with the 360
solution 26 22. The Role of Analytics 23. 3 The Transformation of
Technologies 24. 4 The Transformation of Sales 25. Googles First
Partner for SMBs in Canada 26. Transformation of the Acquisition
Culture 27. 5 The Transformation of Digital Culture 28. The
Transformation of Innovation 29. inside350,000 app downloads175,000
active users (weekly)150,000 push notifications opt-ins 34 30. New
Talent 31. Communicating Differently 32. An Open and
Multi-directional Communication Culture Vente tibbr 33. Digital
Governance 34. 6 The Transformation of our Consumer Experiences 39
35. in 2009 36. 6 million downloads 35%+ of our digital research 41
37. Digi AwardsTop 25 of all timeEditors Choice 38. A World of
Partnership 39. Neighborohood section7 Rebranding 40. Making a
100-year-old Brand Evolve 41. anthem video 42. $400 million in
Digital Revenues NEW PRODUCTSNEW BRANDNEW EXPERIENCESNew
advertising campaignsNEW ECO-SYSTEMYP analyticsSEO SEM Online
placement Mobile advertising Websites Social presenceFrom the
phonebook to the digital leader in Canada 43. A Noble Cause 44.
Mistakes and Difficult Lessons Act at the first signs Do not look
back, but do not sacrifice everything Everything will take longer
than planned 45. How to Get Through a Digital Transformation
Establish a clear and unanimous vision within the executive
committee. Quickly identify where competition will come from
Communicate and unite Dare to doubt yourself frequently Celebrate
all accomplishments by putting them into the context of the goal to
achieve Mass-invest in new digital talent 46. Thank You!
