2009 Denuo Group. All Rights Reserved. All Contents Proprietary and Confidential. 0

2009 Denuo Group. All Rights Reserved. All Contents Proprietary and Confidential.

A New Marketing Mindset

Experian

August 27, 2009

2The Conversation Today: A Time To Rethink

The New Force

Implications Beacons: Examples Of Thinking Anew

Some Thoughts For Experian To Tangle With

Discussion

2009 Denuo Group. All Rights Reserved. All Contents Proprietary and Confidential. [3]

The Force

4The Change

Widely Distributed Empowering Tools & Services+

Changing Consumer Expectations and Behavior

=A Seminal, Transformative and Disruptive era

5The Force = The Internet = Connection Engine

The co-ordinates of this connection grow

All over the world

Across all devices

All the time

Connect to find

(Discovery)

Connect to share

(Social Media)

Connect totransact

(Commerce)

Connect toexpress

(Creativity)

6In a Connected Age

The end of ignorance arbitrage I can know, find, and discover peoplesreputation, competitive productattributes and pricing, and a lotmore.(increasingly anywhere andanytime)

The rising individual mediaconglomerates

I can create, combine and cull..

I can publish, post, upload

7In a Connected Age

New expectations Transparency Responsiveness

New emotional truths Authenticity (is individual or company real?) Community (social and other awareness) Trust (believe it will be the critical currency)

Some Hard Questions Purpose and Values (why do you exist?)

8The Connected Age Shifts

Seven Shifts as we move deeper into a connected age:

Shift One: From Telling to Delivering

9The Connected Age Shifts

Seven Shifts as we move deeper into a connected age:

Shift One: From Telling to DeliveringShift Two: From Interactive To Multi-Polar

Marketing

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The Connected Age Shifts

Seven Shifts as we move deeper into a connected age:

Shift One: From Telling to DeliveringShift Two: To Multi-Polar MarketingShift Three: From Users To Voices

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The Connected Age Shifts

Seven Shifts as we move deeper into a connected age:

Shift One: From Telling to DeliveringShift Two: To Multi-Polar MarketingShift Three: From Users To VoicesShift Four: From Campaigns To Ecosystems

12

The Connected Age Shifts

Seven Shifts as we move deeper into a connected age:

Shift One: From Telling to DeliveringShift Two: To Multi-Polar MarketingShift Three: From Users To VoicesShift Four: From Campaigns To EcosystemsShift Five: From Finding Them To Them Finding You

13

The Connected Age Shifts

Seven Shifts as we move deeper into a connected age:

Shift One: From Telling to DeliveringShift Two: To Multi-Polar MarketingShift Three: From Users To VoicesShift Four: From Campaigns To EcosystemsShift Five: From Finding Them To Them Finding YouShift Six: From Marketing To Facilitation

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The Connected Age Shifts

Seven Shifts as we move deeper into a connected age:

Shift One: From Telling to DeliveringShift Two: To Multi-Polar MarketingShift Three: From Users To VoicesShift Four: From Campaigns To EcosystemsShift Five: From Finding Them To Them Finding YouShift Six: From Marketing To FacilitationShift Seven: From Engagement to Utility

Shift One: From Telling to Delivering

The proof is in the performance, the act and behavior rather than themessage, the media and the discount

Fund product superiority, news and customer service over messaging Earned media over bought media

Positive WOM over paid spokespeople

AdvertisingMedia

Promotion

ProductsUtilities & ServicesCustomer Support

Shift Two: To Multi-Polar Marketing

Two Way Marketing Multi Way Marketing

Independent MediaVehicles

Multi Media

Simple Measures Multi Measures

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Shift Three: From Users To Voices

In a connected age everyone is a media conglomerate- Word ofMouth is the currency of choice we should focus on

Heavy Users,Specific Demos

Influencers,Advocates,Detractors

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Shift Four: From Campaigns To Ecosystems

Control by initiator

Fixed duration

Neat model

Clear cut roles

Campaigns Ecosystems

Can be consumer initiated Digital lasts forever Multi-way with secondary effects Blur between players

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Shift Five: From Finding Them To Them Finding You

In a connected world we move from:

How can consumers easily find you in: Search Distributed content Superior performance that people speak about

Segmentation

Hunting

Broadcast/ Publish

Re-Aggregation

Fishing

Search/ Social Recos

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Shift Six: From Marketing To Facilitation

The energy and control aremoving from the marketer to theconsumer to such a degree thatthe consumer now self markets

Finance, Pharma, Travel, Tech,Auto

Important to support andleverage this self marketing

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Shift Seven: From Engagement to Utility

Measures tend to focus on how long a person spends with the brand underbanner of engagement

Total page views, total time spent, number of interactions performed

Stop elongating the game and focus instead on how quickly and how wellwe fulfill particular needs

Engagement Utility

2009 Denuo Group. All Rights Reserved. All Contents Proprietary and Confidential. [22]

Beacons

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Beacons

Examples of efforts which: Speak to voices (advocates, influencers..)

Are found rather than find

Facilitation intense versus marketing intense

Multipolar (multi way and multi media and multi measure)

Build ecosystem

Emphasize product, service and support

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Nike Plus

Incorporates running maps through Google

Both localized and international

Extended into influential product developmentthrough software and Apple iPod partnership

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Nike Plus

Nikes ultimate running platform and community that furtherestablishes Nikes ownership of running motivation

Empowered consumers and gave them a tool to facilitate theirpassion: running

Highly successful in social connection and brand sales160 million miles logged97% recommendation from program members18% increase in conversion from intention to purchaseNike Plus shoes sales: 20% increase in 2007$17 increase in average sales value from program members vs non-members1.5MM+ sensors sold

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Allstate Teen Driving Contract

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Allstate Teen Driving Contract

Results 40,000 teen drivingcontracts have been filled outonlineAllstate perception andbrand improvementFewer Teen Deaths

28

Dell Ideastorm & Forums

Ideastorm Users contribute suggestions for Dell

and collectively vote to prioritize them;brand reviews each idea

Forums Peer-to-peer support area

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Dell Ideastorm & Forums

Ideastorm Over 10k contributions, promoted over

600k times, with over 80k comments

200 suggestions have resulted inimplemented product, service andmarketing innovations

Forums Close to 1.5MM users have contributed over

700k threads

Over 10k solved cases contributed by thecommunity and Dell

Occurs when user who originates a threadhighlights related post that answers theirquestion

Gave consumers a number of ways to express themselves Reviews/Votes on products/ services Advice on technical issues

Tapped into the collective knowledge of all their customers to providecustomer service at less cost to them

Results:

30[30]

Some Thoughts For Experian To Tangle With

A Perspective

You are as much in the EMOTION business as in the DATA business

EMPOWERMENT & TRANSPARENCY is now a two way street Consider creating assets that allow CONTROL, EDUCATION, &

CORRECTION

Huge opportunity to separate from the crowd by aligning with thecrowd VS having it align against you

Some words from Dr Einstein

Not everything that counts can be counted;not everything that can be counted counts

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