Gilbane – Audience Engagement Frameworks Case Studies
Panel:
- Gert-Jan Schikker – Voetbal International
- Michael Fisher – Alterian
- Steven Alessi – American Greetings Interactive
Gert-Jan Schikker – Voetbal International
- Voetbal International – Leading sports magazine in Holland
- Soccer is big business in Europe
- Publication started in 1965
- Website started in 1997
- Redesigned website in 2005 to allow for video and other editorial
- Huge bump in traffic in 2006 due to World Cup
- Asked the customer what they wanted
- Wanted games like table soccer to engage and play during the world cup
- Advertising went up 25%
- Added mobile platform in 2007
- People payed to register for text messages (live scores, video)
- Made real money from customers – micropayments
- Mobile video
- Brought highlights to the web
- Didn’t have the rights to use highlight video, but that’s what people wanted to see
- Went to Sport 1 to license clips
- Success for consumer, advertiser and publication
- Added video commentary to the web site
- Good for marketing
- Let consumers put questions on the web site and editor would answer
- Easy way of finding out what’s in their head and what they do want to know.
- Started selling banners and concepts in 2006
- Added mobile channels in 2007
- New editorial video added in 2008 – Generated 100K views
- Engagement and money go hand in hand
- New ballgame
- Personalized apps
- iPhone app
- Can register for their favorite club
- Premium and Freemium was the #1 download
- Personalization on a basic level
- Real time profiling & targeting
- Started measuring what they were reading to find out what they were fans of
- Targeted advertising to those most interested in the various clubs
- Integrated eCommerce
- Built web shop and gave loyalty to subscribers (also gained subscribers because people saw the deep discounts
- Web shop is about getting to know consumers and also rewarding subscribers
- Targeting women who might not be interested in soccer editorial content but are looking for presents for spouses and children
- Worked with Toto.nl (online betting company) and separated those people that bet into distinct profile
- People who bet are heavy users
- Personalized apps
- Free and paid apps rank #1 in app store
- Click through rate growth of 200%
- Treasure map of 2010-2011
- Increased logins by bringing magazine to the Web
- Enrich online editions to iPad
- Heavy users privileges such as social media - ”I’d rather have a fan talk about me than just anyone.”
- Get even more information into profiles and segments
- Dashboard that allows VI to see different segments and targets – bring quality and quantity
Michael Fisher – Alterian / American Greetings – Buzz Bowl Case Study
- Market study by American Greetings and Alterian
- Creative strategy
- Audience Brands email
- 6,200 people that had the right title and the right functions (communications and marketing)
- Social
- Build awareness around the campaign prior to the campaign
- Press
- Forbes
- Mashable
- USA Today
- New York Times
- Chicago Tribune
- What buzz was generated for each advertise
- Demonstrate value for American Greetings Custom Card Programs
- Multi Step / Multi Touch Campaign
- Started monitoring things on Dec. 1 so they could show the impact of the advertising
American Greetings Overview
- 100 years old
- $2B in revenue
- Want to provide content for everyone and diversify the brands
- Audience
- 70% women
- Have always been about creative, but have never dug deeper into the Analytics
- What do you know about the audience specifically that can help sales
- Custom greetings
- Ability to control the message for any situation or occasion
- Still people sending ecards – over 150M will be sent this year
- Top 10 activity online
- Different themes – owning the whole experience
- Recipe for Joy: Cause related greeting – focused on the holidays: Everytime a card was sent, 10 meals were donated to Feeding America
- Hit donation target within first two weeks — Kraft increased donation to match
- American Greetings knew that people were talking about card, but didn’t know how or where
- Value of the card
- Connects brands to consumers in a positive way
- Greetings can be developed to educate and increase brand awareness in a contextually relevant way while providing consumer value
- Deepen your relationship and interaction with consumers on a regular basis so you can continue to learn and build a relationship by listening
- Adds a VIRAL component
- Multi-purposed – can be leveraged on websites, Facebook pages, and CRM tool
- Can offer a direct response at the end (special offer at the end)
- Click through rates on links at end of card are higher than anything you see anywhere else on the Web
American Greetings Super Bowl Campaign
- Campaign went out to all the advertisers that said that they were going to advertise and two that said that they weren’t (Pepsi / FedEx)
- 46 Brands targeted
- 6200 total contacts (5000 active emails)
- Pepsi outperformed Coke in almost every category
- Demi Moore’s tweet really changed the game for Pepsi
- Helped brands see how the consumers were engaging with brands
- Also should brands how much it cost them to generate a “social impression”
- “How long after the Super Bowl were people still talking about the brand”
- Created score cards for the brands – Ex: Pepsi vs. Coke; Doritos vs. Diamond Foods
- Pepsi currently has 48 people monitoring / responding to social media
- Had 17.5% response rate where of the 5k active email addresses they targeted, those people actually visited the three pages that Alterian wanted them to.
Key is measurement: If you’re not measuring, there’s no way to know if you’re being successful.
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