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
  • 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.