#IMSD - Integrating Offline Advertising with Online

Chris Kovac, Managing Director Digital/Social Influence, Nicholson Kovac (Kansas City, MO)

David Young, VP Account Services, Slingshot/David & Goliath (Dallas, TX)

Jim David, Vice President, Ussery Printing (Dallas,TX) Lindsay Jacaman, Director Multi Media Sales The Wall Street

Journal (Dallas, TX)

@ChrisKovacIntegration from a Digital/Social

Marketing POV#IMSD

Shameless Self-Pub• Integrated Marketing

Communications (agency)– Full service– Located in Kansas City, MO

• 45/55 B2C vs. B2B• Past B2B Agency of Year (2x)• Integration (IMC)• New website & blog• Social Media White Paper

Social Media is NOT a Marketing

Strategy…it’s a tool.

(We need to be on the Twitter!!

But, why?)

Social Media Integration: Start with marketing objectives (measurable)

and business cases.

Think Web/Social as a Call-to-Action

(CTA) w/ Traditional Advertising- Phone #- Website

- Social Profiles (new opps)

Start with the Basics • Social Media Policy• Best Practices

– Establish “ground rules”• Education (esp. for traditional

marketers)– L&L, Webinars

• Who Manages? (integrated)– PR– Marketing– Web/IT– HR

• Should/has to be multi-discipline

Social Media Profiles • @hyatt (not the hotel)• Reserve your profiles (even

if you don’t plan to use…)– Twitter, Facebook– YouTube – Flickr

• SEO Gold!• Company/brands

– Prevent Brand “Hijacks” • Why? Call to action!• Tracking/ROI

Social Media = Real-time Focus Group

Social Media Monitoring

• Brands• Competitive Landscape• Marketplace Issues• But Why?

– Marcom implications– Agriculture (Green)– Health Care (SSIs)– Needs-based comms

Free Monitoring Tools • Google Alerts• Social Mention.com

– Multi-channel• Topsy.com

– Tweets/photos• Trackur

– Email alerts• Kurrently

– Twitter/Facebook• MonitorThis.com

– Multi-channel• Paid tools as well…

Use traditional advertising tactics to drive awareness and participation

for your social profiles

Traditional Advertising • “Build it and it will come”

is dangerous• Promote social media

profiles– Use full URLs– Twitter.com/yourprofile– Twitter, Facebook,

LinkedIn, YouTube, Flickr• Social media messaging

– We want to engage with you!

• Track ROI• Many metrics

Old Spice Case Study = Up 107%

What is a Social News Release (SNR)?

• Search engine friendly (SEO)– Also journo friendly– News aggregators

• Multi-format– Audio/video/photos– Embedded links

• Measureable– Drive qualified traffic

• Test and Refine

The one thing:

Think Web/Social as a Call-to-action (CTA) w/ Traditional Advertising

Let’s Connect! • ChrisKovac.com• @chriskovac (twitter)• ckovac@nicholsonkovac.com• http://www.linkedin.com/in/

chriskovac

• MoblieLocalSocial.com

David Young, Slingshot/David &

Goliath #IMSDallas

Jack Daniel’s birthday a case study in integration

Presented by David Young, Slingshot

Our Challenge

• Leverage the brand’s history to increase awareness and user consumption throughout the month of September

• Clearly communicate to consumers what the Back Jack campaign is and why they should participate

• Maximize the number of consumers who engage with the brand and sign the petition

• Leverage the campaign to attract new fans to the Jack Daniel’s global brand page

StrategyThe strategy was to create a digital grassroots movement to honor Mr.

Jack’s 160th birthday by making it a national holiday

integration

• Implement a Facebook app, as a digital hub, for users to sign the petition, increase awareness and engagement with the brand

• Create a short mobile video to excite and inform consumers of what Back Jack means and how they can participate

• Incorporate JAGTAGs on point-of-sale and on-premise printed pieces to provide opportunity for users to see the video

• Media support with flash and rich media banners to rotate within media buy to increase awareness

• Social media communications guide to promote campaign pre-September through post-September

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Traffic Drivers

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Point-of-Sale/On Premise

JAGTAG/SMS

Flash Banners Rich

Media Banners

Facebook Ads

CRM

Fan Page Posts

Happenings Badge

Global Birthday Tab

Facebook Landing Page

Post Signature PageWord of Mouth

JAGTAG - POS

• JAGTAG call to action was integrated on (4) pieces for point-of-sale and on-premise support

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Facebook App, slate.com, e-mail

• 78% of application users signed the petition after landing on the primary page

• Average of 2:56 minutes spent on the site

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Source: Google Analytics

Back Jack App - Signatures

• Over 10,000 signatures through the application– 20% of all signatures collected came from a user that clicked through a

friend’s wall post (2,021 signatures)• Over 2,000 collected through SMS/Mobile

– Text call out was included on 7 promotional pieces (out of 20 items)– JAGTAG activated 1,431 engagements and was included on only 4 items

• Over 600 Rich media in-banner signatures

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Source: Google Analytics, JAGTAG reporting, Facebook development

Back Jack App - Rallies & National PArty

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Create an Event Attend National Event

• 2,714 users committed to/made official plans to celebrate Jack’s birthday (20%)– Almost half of all users of the application showed interest in the events (48%)

Source: Google Analytics, Facebook Insights, UM Atlast reporting

Back Jack App Wallpapers & Profile Badges

• 26% of users downloaded a wallpaper or badge

• The more branded a download, the more user engagement

Back Jack App - Polls

• 23% of users responded to a poll question– Most popular questions were:

• What commemorative objects should be created to honor Jack?• Who are you going to celebrate Jack’s birthday with?• How should folks celebrate Mr. Jack’s birthday?

• Some polls showed users had very strong opinions:– BBQ & apple pie would be served at a Back Jack petition rally– 59% of users would buy Mr. Jack a drink if they met him– If Jack were around today, 94% said he would still be making whiskey

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Back Jack – User Interaction

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• Over 35,000 interactions across application, brand page, and video posting

• Approximately only 2% of posts were negative towards the brand.

Digital Campaign Highlights

• 13,581 petition signatures

• 100, 337 new U.S. brand fans on the global page – a 67%+ increase – throughout the campaign period– A 28.8%+ increase in the global fan base (+161K)

• The application, brand posts, JAGTAG, and emails garnered 63,869 engagements

• 11,580,208 digital impressions

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Source: Google Analytics, Facebook Insights

Key Campaign Learnings

• Media support is critical – even minimally – to drive engagement

• Giving multiple ways of engaging with the brand paid off

• Users who engage with the brand or its properties online are often willing to be brand ambassadors – 97% of users who signed the petition, posted to their walls

– 20% of signatures came from friends “recruiting”

– Jack Daniel’s branded content was highest downloaded content

• Ramp up time is critical– Application traffic and signature rates almost doubled after the 3rd week

of the campaign due to increasing media impressions and spread of word-of-mouth from users

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Key Campaign Learnings

• The brand’s wall posts are important to a campaign’s success and thus should be carefully planned and executed– A clear call-to-action must be implemented on brand communication to

drive traffic to desired experience (included on only 28% of campaign posts)

• Test Mobile– For JAGTAG, SMS/Text or other custom features to be effective, they must be

included on as many promotional pieces as possible

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Jim David, Ussery Printing@jimdavid #IMSDallas

Don’t forget the ROI (usseryprinting.com)

GENERATE TRAFFIC. PRODUCE SALES. INCREASE PROFITS.

@jimdavid Dec 2nd , 2010 – Ussery Printing Co.

Printing Industry Speed of Change

PURLs, GURLs, QR Codes, VDP, and more…

67%

Of online action is driven by offline messages. (2)

67%

Of online action is driven by offline messages. (2)

70%

Have renewed a relationship with a company as a result of receiving direct mail. (3)

70%

Have renewed a relationship with a company as a result of receiving direct mail. (3)

3.9

Is what consumers have ranked direct mail out of a total score of 5 for the acceptability of various channels for marketing. Email follows at 3.7 and ALL other channels rank below. (4)

3.9

Is what consumers have ranked direct mail out of a total score of 5 for the acceptability of various channels for marketing. Email follows at 3.7 and ALL other channels rank below. (4)

What Mail Catches Your Eye?

67 % Timing of piece arriving, coinciding with a need.66% Customized name60% Package looks interesting (5)

Results are the key, and they can be measured.

PURLS Landing Pages Personalized Emails Postal Tracking CRM Reporting

Putting It All Together

Questions?

Jim DavidUsseryprinting.com

Sources

1. Household Diary Study – U.S. Postal Service 2007 2. iProspect Offline Channel Influence on Search Behavior Study 3. DM News – Pitney Bowes Survey 2007 4. eMarketer – Print in the Mix on Print Media Effectiveness 2008 5. Vertis Customer Focus Study 2008

Lindsay Jacaman, Wall Street Journal

@lindsaykjacaman

Lexus LS in The Wall Street Journal

Overview

PrintNewspaper and WSJ. Magazine• High Impact Creative Executions

Digital• High Impact Creative Executions• WSJDN Digital Dashboard• MarketWatch iphone Application

Office Network • High Impact Creative Executions

Research Results• Starch Research • Insight Express Study

Program Overview

The Wall Street Journal partnered with Lexus to create a fully integrated program across The Wall Street Journal Franchise that introduced the new LS to affluent, upscale adult males.

Making its debut in November 2009, Lexus’ re-launch of the LS was full of “firsts” within their brand including never been done before creative executions and programs within The Journal.

The Wall Street Journal assisted Lexus in making a splash, through consecutive, creative print executions, the launch of The Digital Dashboard and MarketWatch iPhone Application. Additionally, The Office Media Network allowed Lexus to regionally capture their target audience with a face to face impactful creative execution.

Through this integrated program Lexus aligned their brand with innovative technology that inspired an industry.

Mobile

Lexus LS sales (in the month of December) increased 44%

over the previous yearwhen they

partnered with The Journal

“Inspiring an Industry” Integrated Program

Source: Automotive News Data Center and Company Sources, U.S. Car Sales, December and 12 months 2009

PRINT

The Wall Street Journal: Newspaper On Monday, October 26, Lexus launched their 2010 LS campaign with consecutive, high-impact creative units across The Journal.

Continuing Creativity in The Journal

Continuing Creativity in WSJ. Magazine

WSJ DIGITAL NETWORK

The Wall Street Journal Digital Network partnered with Lexus to create a “WSDJN and Lexus First: The WSJDN Digital Dashboard.”

The general purpose for the Portal Hub was to provide a continuous source of updated information so as to create a viewing experience enabling the digital user to maintain awareness of relevant news and information throughout the day even when they are not actively surfing the WSJ Digital Network.  Keeping in mind the life of the “busy professional” this tool was built to deliver news in one place with a playful and engaging experience.

This unique, network wide Digital Dashboard housed aggregated content (video, financial charts, scrolling tickers with breaking news) from all of the WSJDN properties. The dashboard was displayed in an organized format of large screen video, surrounded by continually updated content that was customized to suit the personal preference of each user (sports scores, personal stocks, etc.) 

Lexus IntegrationLexus integration as the launch sponsor included the following.• Custom integration throughout the Digital Dashboard featuring three unique Lexus executions with multiple configurations • Fixed logo presence atop the Digital Dashboard• Video pre-roll within the Digital Dashboard video rotation• Co-branded inventory to support traffic

 

WSJDN Digital Dashboard Overview

MarketWatch's stated purpose and goal is to "track the pulse of the markets for engaged investors" and with the launch of the new MarketWatch iPhone application, users now have unparalleled access to the power and insight that MarketWatch provides no matter where they are.  Built with the needs of our users in mind the design has a sophisticated look and feel that aligns with an audience of wealthy professionals and savvy investors.

Lexus aligned innovation with a concierge concept making life easier for the MW user. WSJ and Lexus created a product that speaks to the driver and the consumer allowing the consumer to receive valuable information on the go.

Features & Content• Innovative use of advertising that integrated the Lexus message into the iPhone browsing experience. • Full access to MarketWatch's deep original content pool with segmenting that is critical to busy investors: global markets, industries, fast moving stocks, and real-time headlines. Easy to use news browsing interface.• Featured columnist and opinion section where "instant" market commentary and investor advice happens multiple times each day. • Integration with market data so that quotes and charts are only a tap away. • Lexus Sponsored a MarketWatch “First”

• In order to provide a product that speaks to the driving consumer Lexus sponsored text to speech feature which allowed the driver to receive up to the minute audio updates of breaking business and financial news.

MarketWatch iPhone Application

MarketWatch Masthead Entry Unit and Companion, 730x125 and 336x280

WSJ.com Homepage Buyout and Pushdown Leave Behind, 336x280 and 970x66

WSJDN Video Pre-Roll and Companion Unit, 512x288 and 300x250

WSJ Digital Network Co-Brand Network Homepage Launch, 336x280

• A variety of co-branded tactics were implemented in order to drive traffic and encourage engagement with the Lexus sponsored Digital Dashboard.

• Co-brands align Lexus with the integrity, authority, and inspiration through The Wall Street Journal Franchise.

OFFICE NETWORK

Office Network at Relevant and Key Buildings

Campaign duration: October 26 – November 22 Frequency:15 second ads/ 20 spots/Hr./75 minutes a day Markets: NY, Boston, Phila, DC, Atlanta, Miami, Chicago, Minneapolis, Denver, Dallas, Houston, Phoenix, LA, SF, Seattle

Additional Details: 778 buildings in the Top 15 DMAs

RESEARCH RESULTS

Lexus Insertion Summary on Monday, October 26, 2009

Size: (4) x 6 x 6.25 inches; 6 x 21 inches = 252 Inches 4cPages: A6, A8, A10, A12, A20BP

Best of Issue Award Winner!

Source: 2009 Wall Street Journal Adnorms - Starch Ad Readership Program - MRI StarchThe Wall Street Journal adnormfor special ad sizes – 252 inches : 71% Noted, 65% Associated, 51% Read Some, 19% Read Most

Standard Measurement

Automotive category adnorms for multi-unit advertisers is as follows:74% Noted/Aided-Recall67% Associated53% Read Some14% Read Most

Lexus Insertion Summary on Friday, November 20, 2009

Size: 252 Inches 4cPages: A12, A13

Source: 2009 Wall Street Journal Adnorms - Starch Ad Readership Program - MRI StarchThe Wall Street Journal adnorm for color spreads (30): 67% Noted, 61% Associated, 49% Read Some, 20% Read Most

Standard Measurement

Automotive category adnorms for multi-unit advertisers is as follows:74% Noted/Aided-Recall67% Associated53% Read Some14% Read Most

THANK YOU