This webinar will help brands understand the strategic and operational aspects of Universal Messaging: - The Shifting Digital Messaging Landscape - Customer Identity Fragmentation - Publishing and Measurement Complexity - Consumer Expectations around Permission Management - Solutions to these Disruptions in Email-centric Marketing - Case Studies

1. From Email to Universal Messaging: Reaching the Multichannel Consumer May 27, 2010 OTOlabs Webinar  One to One Interactive, 2010. All rights reserved.

2. Agenda

3. Presenting Today Chris Heitmann Managing Director OTOlabs, a One to One Interactive Company cheitmann@otolabs.com Paul Hedgeland Director, European Operations OTOlabs, a One to One Interactive Company phedgeland@otolabs.com TJ Crawford Director, Product Management OTOlabs, a One to One Interactive company tcrawford@otolabs.com

4. Established in 1997, One to One Interactive is the first global enterprise to assemble a complete solution for brands, agencies, and publishers executing one-to-one marketing strategies. The company employs over 150 professionals in 7 offices located in North America, Latin America, Europe, and Asia. One of the 20 “Hottest Independent Digital Firms” Globally AdAge, 2007 One of the Fastest Growing Private Companies Inc Magazine, 2008

5. Locations London Boston Salt Lake City Baltimore Reno-Tahoe Singapore São Paulo

6. From Email to Universal Messaging: Reaching the Multichannel Consumer May 27, 2010 The Shifting Digital Messaging Landscape  One to One Interactive, 2010. All rights reserved.

7. Evolving Landscape 1.0 HTML Websites Banners E-Mail 1.0 Brand

8. Evolving Landscape 2.0 1.0 RSS Blogs Wikis Search HTML Websites Banners E-Mail 2.0 1.0 Brand

9. Evolving Landscape 2.0 1.0 3.0 XML Social Networks Mobile Semantic RSS Blogs Wikis Search HTML Websites Banners E-Mail 2.0 1.0 3.0 Brand

10. Paradigm Shift Well Underway A need to shift from a brand centric to consumer centric approach From Passive Macro Fixed Static Messages Formal Dictation Finite Staged Faceless Promises To Active Micro Portable Live Interactions Informal Conversation Infinite Improvised Personalities Actions TO

11. Permission Messaging Solutions

12. Permission Marketing – Key Concepts Review Permission is a privilege. It acknowledges the power of the consumer to ignore marketing, while recognizing that brands have to earn customer attention and trust. Relevancy is key to maintaining and deepening one-to-one relationships by delivering meaningful value to each individual audience member. Proximity increases value; the closer you get to your customers’ digital lives, the deeper the relationship will be.

13. From Email to Universal Messaging: Reaching the Multichannel Consumer May 27, 2010 Four Key Disruptions  One to One Interactive, 2010. All rights reserved.

14. Four Key Disruptions for Email Marketers Identity Fragmentation Permission Management Expectations Message Publishing Complexity Measurement Complexity

15. Identity Fragmentation The number of components to a consumer's online identity is growing Email addresses becoming multiple and more transient Email-only list attrition as high as 30% annually Central identity becoming increasingly social network-based

16. June 2009 “US Email Marketing Forecast, 2009 To 2014” Forecast: US Email Marketing, 2009 To 2014

17. Permission Management Expectations Users expect complete control over when and how marketers reach them Expectations have grown especially rapidly for the social and mobile channels Interest categories and basic information management not enough. Expectation is interest, frequency and channel controls.

18. Message Publishing Complexity Information from the brand is more atomized at its source and more disaggregated in it's distribution The type of messaging and content delivery mechanisms available vary greatly by channel and modality Consumers prefer and respond better to Things Vs. Ads Cross-channel behavioral data needs to drive messaging business rules

19. Measurement Complexity Difficult to bring together diverse measurements in order compare results across channels and modalities in order to measure campaign ROI and overall subscriber value Measurement of content interaction is significantly more complex than current email metrics

20. Disruptions Summary Right Message, Right Time, Right Place now more complicated than ever. Must cost effectively publish to and measure many channels consistent with consumers’ permission expectations.

21. From Email to Universal Messaging: Reaching the Multichannel Consumer May 27, 2010 Roadmap to Universal Messaging  One to One Interactive, 2010. All rights reserved.

22. Universal Messaging Road Map Identity Fragmentation 1

23. Universal Messaging Road Map Identity Fragmentation 2 Permission ManagementExpectations 1

24. Universal Messaging Road Map Identity Fragmentation 3 2 Permission ManagementExpectations Message Publishing Complexity 1

25. Universal Messaging Road Map 4 Identity Fragmentation Measurement Complexity 3 2 Permission ManagementExpectations Message Publishing Complexity 1

26. Universal Contact Management Identity Fragmentation As a consumer's online identity becomes more fragmented we can no longer assume their email address is their main or preferred identity Mobile Social Widget / Toolbar gadget Desktop application Universal Contact Management is the organization and control of a consumers contact record

27. Universal Contact Management Identity Fragmentation All communication preferences should be able to be stored in a universal contact management system All a consumers communication preferences should be easily segmented for you to execute against A consumers complete messaging history needs to visible to the universal contact management system Frequency Reach Response rate

28. Multi-Channel Preference Center Permission Management Expectations Permission management is key to your success Consumer expectations for sophisticated yet easy to use permission management tools has grown over the last 2 years All publishing permissions should be kept in one place, your universal contact management system and should be updated live from your multi channel preference centerautomatically suppressing opt-outs for each channel

29. Multi-Channel Preference Center Permission Management Expectations Simply put a multi-channel preference centeris a branded control panel allowing your consumers to configure multiple channel and communication preferences It should be linked directly to your universal contact management system All messages to all channels should have a link to it as your preferred method for opting out.

30. Multi-Channel Preference Center Permission Management Expectations The preference center allows you to manage complex message publishing, what to send where e.g. Newsletters - Email Offers - SMS/Twitter Videos - Desktop Applications Daily updates - Widget network For the marketeer this means personalized communications, targeted to suit your contacts digital lives.

31. Universal Message Publishing and Distribution Message Publishing Complexity The universal messaging solution you use should have support for all messaging types; creation, delivery and measurement Video Sound RSS/Twitter feeds HTML Email SMS – inbound and outbound Widgets / Desktop

32. Universal Message Publishing and Distribution Message Publishing Complexity The system should make it easy to group lists of users based on preferences selected in the multi channel preference center- one contact, multiple channels to publish content Support for automated content publishing across all channels RSS / Twitter Triggered emails Desktop / widget alerts iPhone application updates Semantic web

33. Universal Message Publishing and Distribution Message Publishing Complexity Publish to all channels or just publish to one Create a single message and send it to all channels Create a specific message type and just send it to the channel you define Apply universal tracking methodology to all messages A single system for all your tracking and measuring needs A single reporting system

34. Universal Message Measurement Measurement Complexity At a glance campaign success metric A good universal messaging system will allow results across disparate channels to be normalized on key metrics Targeted, Delivered Click, Open rate Campaign ROI, Subscriber Value Support for channel specific metrics Consumer level contact history should be stored

35. Universal Message Measurement Measurement Complexity Integrate with other systems and file types for further data analysis Google Analytics Omniture Excel CSV

36. What Does Universal Messaging Mean for Email Research[1] shows that email continues to be a vital tool in the digital marketer’s armoury. Digital marketing budget spend has increased from 14% in 2009 to 17% (projected) in 2010 The biggest challenge for email marketers today is increasing open and click rates. * Email MarketingIndustry Census 2010

37. What Does Universal Messaging Mean for Email Personalized universal messaging can be employed to combat email database attrition and dramatically lower re-acquisition costs Use email to build awareness of youruniversal messaging channels and drive the uptake of these channels Become more relevant as a brand to your consumers Deliver your messages to the best media to properly promote your brand and drive results Build stronger relationships with your consumers

38. From Email to Universal Messaging: Reaching the Multichannel Consumer May 27, 2010 Case Studies  One to One Interactive, 2010. All rights reserved.

39. Universal Messaging

45. Universal Messaging

46. Registration MNBCA Contact Information Preference Information Email Confirmation Registration Account Management Profile & Subscriptions

47. Registration MNBCA Admin MNBCA Admin MNBCA Admin MNBCA Contact Information Preference Information Email Notification to MNBCA Admin Approval Process Approved/Decline Email to Contact Email Confirmation Registration Account Management Profile & Subscriptions

48. Registration MNBCA Admin MNBCA Admin MNBCA Admin MNBCA MNBCA MNBCA MessageMaker MessageMaker Contact Information Preference Information Email Notification to MNBCA Admin Approval Process MNBCA Officer Login Compose Message, Photos & Voice Script Complex Preference Logic Matches Area & Interest Approved/Decline Email to Contact Email Confirmation Email, SMS, Voice, Fax Messages Sent to Contacts Registration Account Management Profile & Subscriptions

52. Email Fax Voice EmailAttachment SMS

54. Universal Messaging

55. Sales/Regulatory Contact Information&DeliveryPreferences

56. IGT Compliance IGT Compliance MessageMaker Sales/Regulatory MessageMaker MessageMaker MessageMaker Contact Information&DeliveryPreferences IGT Admin Login Compose Message, & Fax Cover Sheet Information Complex Preference Logic Matching Email Message Phone & Postal Export Fax Message

57. MessageMaker IGT Compliance IGT Compliance MessageMaker Sales/Regulatory IGT Audit MessageMaker IGT Audit MessageMaker Contact Information&DeliveryPreferences IGT Admin Login Compose Message, & Fax Cover Sheet Information Complex Preference Logic Matching Reporting IGT Admin Login Email Message Phone & Postal Export Fax Message

65. From Email to Universal Messaging: Reaching the Multichannel Consumer May 27, 2010 Questions and Answers  One to One Interactive, 2010. All rights reserved.

67. A recording of this webinar will be made available.