Conference Buddies

How to Sell to Niche Markets Online

How to Market to Baby Boomers:

Panelist: Ali Moiz , COO, Peanut Labs Media, Virtual Currency Specialist

• Virtual currency is a new market, valued at $2 billion
• Baby Boomers are born between 1946 to 1964
• They have the highest income bracket
• Spends more than other age groups, especially in travel
• Fastest growing group of social networks users
• $1.2 billion in custom-sample market in 2008
• Fastest growing section of online gamers
• Only 5% to 15% are monetizing for gamers
• Example: Zombieland movie, finding a good trailer for that movie can generate $2 million more. Tested on baby boomers to find which trailer out of three they liked the best, used that one for the campaign
• Biggest segment of baby boomers make over $50,000 to $125,000 per year
• Commonly played online games for baby boomers: free to play (Yahoo! Games), casual games (Facebook, MySpace), Massively Multiplayer Games (MMO’s), downloadable games, virtual worlds, it’s a $1.5 billion market
• Baby boomer spend on average 7 hours a week playing online games
• Plays eight or more online games at the same time
• Works full time
• 23% are paying for online games
• 24% are buying goods online
• 14% pay for premium content online
• 18% watch ad-supported free streaming (i.e.Hulu)
• CPM’s generated online dollars

How to Market to Teens Online:

Panelist: Daniel Brusilovsky, 16-year-old CEO, Teens & Techs Networks, writes for Tech Crunch, Marketing Manager for Quick (iPhone apps)
Daniel@danielbru.com
www.danielbru.com
Twitter.com/danielbru

• Teens & Techs conference inspires teens to start their own business
• Second Life, a teen community
• Social media advertising: target teens.
• Why teens like Facebook: it’s simple to use, easy to understand, communication with friends (Facebook chat) helps each other with homework.
• Why teens don’t like Twitter: their media content, the open platform creates mistrust
• Why teens don’t like MySpace: too cluttered, but good for bands to upload their audio, too many Ads, it’s old news
• Print advertising is strong in schools because of the school newspaper
• Print Ads work for teens: people will read it, make it interesting
• eCommerce: teens like to buy clothes online, like to use Zappos and Amazon. Use eCommerce to your advantage. Integrate all your social media marketing to eCommerce
• If something doesn’t work, try something new. Teens are used to changes and are open-minded.

Questions from audience:

1) Why isn’t your school’s newsletter online? Daniel: It is, but it sucks
2) What is the return rate from teens buying online? Daniel: Zappos is a great example: easy returns, good customer service
3) What is the next big thing after Facebook? Daniel: It’s too soon to tell, but keep a look out for mobile, especially in social networking.
4) Where else are the baby boomers? Ali: They are also big on eCommerce, they search for news a lot, and they like informational sites
5) How can you sell to teens online when they don’t have credit cards? Daniel: get a link to your parents’ credit card, get PayPal. Ali: try Bill My Parents website
6) What is your favorite fan page on Facebook? Daniel: None, Ali: Just trying to avoid my mom on Facebook
7) Do kids influence their parents’ eCommerce activities? Ali: eCommerce will expand through friends’ recommendation. Daniel: Apple has a great example, influences kids to beg their parents for their products.
8) What’s the market for smartphone apps? Ali: Digital Chocolate, a company that is betting their market on smartphones, gaming is becoming huge on phones. Daniel: a flip phone is uncommon, most devices have internet access now
9) What’s a good online search for baby boomers’ buying trends without paying too much? Ali: check blogs, check Think Equity, a research firm. Compete.com and Quantcast.com
10) If I want to sell SAT study guides, who should I market to? Daniel: to the teens, the teens will want it, event thought the parents are buying it.
11) Are there more stats on baby boomers? Ollie: yes, more women are playing games online than men. (65% to 35%)
12) Is e-mail marketing effective on teens? Daniel: no, teens are not using email anymore.

SESSION LEADER:
Paul Pangaro, Ph.D., Co-Founder and CTO, CyberneticLifestyles.com

Conversational Marketing/Media

How do we design for conversation? By Applying Cybernetics:

• Science of “getting what you want”
• Helps us to understand, navigate & regulate complex systems
• encompasses individual, social & technical aspects includes a branch called “conversation theory”

1. What are the goals?
2. How do we measure if we’re on course?
3. What are the levers?

Context (Advertising Media) > Shared Language > Action > Reaction > Action > Exchange > Agreement > Transaction

These fundamentals will not change:

• Brands want consumers to buy
• Consumers need to believe by buying they will get what they want

1. Join the converstaions
2. Understand which conversations can be influenced
3. Facilitate productive conversations

Customer terms/language: consumer need-states, wants & desires

• then can communicate want to brand, want experience

Enticement to be engage: collaboration, voting, commenting

Agreement = common history, trust built, beliefs are validated or changed

P2P (Person to Person) + Internal Conversations are needed to ensure beliefs are shared

Trust is Established:

• History ensures compatible goals
• Sets expectations for future conversations
• Trust is powerful – it lowers risk & saves time

Transactions:

• Ability to coordinate beliefs with customers in order to lead to actions/transactions

Conversation Relationship Management – Relationship History Trust > Lifetime Value > Infrastructure of Commerce:

1. Context
2. Language
3. Exchange
4. Agreement
5. Transaction

How to find the right moment to present & engage?

All successful evolution is co-evolution: each participant must change in response to the other

• Conversation is the most efficient means to co-evolution
• Design for conversation = viability today & tomorrow

Are you sincere in your message? Truthful?

Conversation Engagement Other Than Twitter, Facebook, etc:

• Suggestion Box
• Widget Platforms

Location-Based Advertising: Innovative Business Models That Are Paying Off Today

MODERATOR:
Josh Goldman, Partner, Norwest Venture Partners

PANELISTS:
Sam Altman, Co-Founder and CEO
Scott Dunlap, Chairman of the Board, Founder and CEO, NearbyNow
Gordon Whitten, Founder and CEO, Sojern
Alistair Goodman, COE, 1020 Placecast

3 ways to target advertising

Demographic:

• What is this person like?

Behavioral:

• what is he/she doing?
• what has he/she done recently?

Geographic:

• where is he/she right now?

3 ways to target geography

Solicited:

• Asked user

Inferred:

• Assume location based on user actions

Computed:

• Compute or sense using reverse IP lookup or coordinates from gps of mobile device
• A very limited and difficult way to compute user data for a App developer is from the WAP header

Infer the segment (i.e. business traveler, versus casual traveller with 3 friends)

Sojern.com = Advertises on airline boarding passes (location based) – inferred based location advertising

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NearByNow Case Study: Hallmark (On The Way Ad)

Goal:

Target nearby shoppers with limited time incentive to purchase

Campaign stats:

• 21% click-through
• 4.6% redemption
• Hypertargeted

Ad and coupons

On the way Ads (on the way to Macy’s, buy Hallmark)

The more you focus, the lower the number

Concierge team?  Call store and available item.

Coupon expire in 2 hours, to buy from one store vs. another

——

1020 Placecast Case Study: Avis Web + Mobile Cmpaign

Client Goals:

• Objectives & metrics
• Geography & time

Identify audience segments

Targeting, cross-platform, dynamic messages, optimization, reporting

Created AccuWeather iPhone app

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Sojern Case Study: Boarding Pass with Desitnation- Specific Ads

Online boarding pass, printed boarding pass

Printed advertising on boarding pass which matches the location of the user’s destination.   i.e. Coupons for food or entertainment in that city they landed

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Loopt Case Study: Hyper-Targeted Advertising

Results: real foot traffic and $$$ into storefronts

Advertise to users before they reach their competition’s store i.e. serve up a coupon that expires in 2 hours, based on location from a certain store.

Misc:

Mozes.com = Used Text-to-Screen commenting at Ad Tech

MODERATOR:
David Helmreich, VP, Interactive Markets, TARGUSinfo

PANELISTS:
Jim Waltz, President, Traffic Marketplace
Leon Zemel, Senior VP, Analytics, [X+1]
Neil Kaplan, Senior VP, Business Development, Vantage Media
Zach Weinberg, Co-Founder and CEO, Invite Media

Drive the right ads to the right audience

High Quality Ad Network:

• Infuse technology & deliver with relevance
• Efficiency
• Internal control over infrastructure
• Transparency

Quality of leads from affiliate has degraded (increase in fraud)

Exchange 1.0 – pre-bid environment
Exchange 2.0 – agencies, advertisers, what to bid based on content

Critical for Selection of Partners for Advertisers:

1. Trust
2. Reach
3. Relevance

SPEAKER:
Darren Guarnaccia, VP, Product Marketing, Sitecore

1. Continuity of messaging throughout the process: aligning message to what customer expects
   • Bring customer back to why they started
2. Segment & Balance user experiences with site goals
   • Build credibility with visitors & prospects
   • Example: Omni Hotel advertise around local attractions to align with what customers wants – FUN
3. Deliver value back to your web visitors by waiting for the right moment
   • Lead scoring: scoring & waiting for visitor interactions (behavior)
   • Behavior: wait until they are ready based on their actions
   • User experience must win
   • Differentiating experience
   • Word of Mouth (WOM) Marketing
4. Learn to Learn: listening to your segments & optimizing messaging
   • Scoring your content & actions
   • Testing & validating with plils & surveys
5. Overcome objections & barriers using community content & engagement
   • A website is an active participant in moving prospects into the sales process: the 6th man of the sales team
   • A website helps/educates customer overcome the hurdles, objects, pain points
   • A website helps shorten the sales cycle
   • Customer look for: Affordability, Expertise, Location
6. Get the conversation started: Long-Term customer value through engaging dialog
   Engagement in community content:
   • Customer Reviews
   • Company working out rough spots with clients publicly
   • Use to build trust & credibility
   • Use to help overcome objections
   • Social content based on relevance (provide free tips, recipes, ideas for users to use your product) to drive prospects deeper to your website
7. Provide ongoing content & experience for which visitors hunger and return
   • Subscriptions
   • New content to bring back customers
   • Use ratings/reviews to determine what customers want
   • Creating long-term value overtime by re-engaging prospects

Tap the wisdom/behavior (the most popular stories/whitepaper/content) of the crowd as a filter.

Media Boot Camp Power Session:  The Modern Agency

MODERATOR:
Tim Hanlon, Executive VP, Managing Direcor, VivaKi Ventures

PANELISTS:
Torrence Boone, CEO, Enfatico
Jordan Warren, President, San Francisco, Agency.com
Sharon Gallacher, Global Media Director and Managing Director, Neo@Ogilvy San Francisco
Winston Binch, VP and Managing Director of Interactive Crispin Porter + Bogusky

• Advertising, Direct, CRM, Ad Analytics all in one P/L
• Integrated agency, leveraging strengths from world wide (i.e. bangladesh)
• Attack specific business challenge (modern business challenges)
• Full service digital agency

Integrated Marketing

• Brand communications that can sell
• Media agency bundled – own business plan, salaries, etc.
• Media thinking and technical thinking put where the creative momentum is.
• Hyper-targeted – video components served by audience type (by gender, sport, etc.).
• New disciplines interaction director, technology director added to the modern agency (in addition to the creative, media buying, other roles)
• Focus on analytics
• From an agency perspective, no one figured out social media, mobile, etc.
• Poor economy places more emphasis of accountability
• Don’t confuse Tactics with Strategy
• Re-engineering to measure ROI
• Companies don’t measure the impact of media on search / seo

Integration vs. Re-Integration vs. Silo
Money vs. Ego
Holding company  (scale, financial, leverage)
WPP/Y&R/ plug into capabilities

Brand vs. Performance

• All is performance, it’s how you measure it