Revolutionize Your Existing Marketing By Integrating Mobile/Social/Web! 10 Strategies & 24 Case Studies. Yosi Heber, Founder & President de Oxford Hill Partners, en #ALLintegrated, by amdia. www.amdia.org.ar/allin

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Yosi N. Heber
President
Oxford Hill Partners, LLC
Revolutionize Your Existing
Marketing By Integrating
Mobile/Social/Web!
10 Strategies & 24 Case
Studies
AMDIA 2013 – Buenos Aires, Argentina. August 15, 2013

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What We’ll Cover Today
•The Opportunity to Broaden Your Existing Direct Marketing Efforts
•A “Framework” for Strategic Digital Revenue Growth
•Mobile/Social’s “Ten Strategic Revenue Drivers”
•Twenty-four Mini Case Studies – Illustrating the Ten Drivers
•Leveraging the “Social Circle” for Word of Mouth
•The “EQ Pulse™” – Web 2.0 Strategic Framework
•Big Picture Example & Case Study
•The World of Mobile Marketing
•A New Mobile Marketing “Framework”
•How to Apply these Principles to Your Business
*Time for Q & A at the End*

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Oxford Hill Partners, LLC is a strategic marketing firm which advises companies with executive
level general management and marketing strategy, and the integration of new digital media into
their overall business. Our patent pending EQ Pulse™ and EQ Pulse™ – Web 2.0 analytic
processes have already been conducted for hundreds of brands around the globe.
We’ve been brought in by over thirty of the largest and well known multinational companies in
the world to provide marketing, branding, sales, organizational, financial, website, digital, Web
2.0, mobile, and general strategy advice:
 Air Cell
 American Standard
 Cherry Aerospace
 Clorox Company
 Con Agra Foods
 Dannon Company
 DMA
 Harvard Drug Group
 Krispy Kreme
Doughnuts
 Nelsons Dr. Bach
 Nestle
 Novartis Consumer
Health
 Pitney Bowes
 Procter & Gamble
 Reader’s Digest
 Reckitt Benckiser
 Rubbermaid/Graco
 Textron Corporation
 Telezygology
 United Health Group

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Our “cutting edge” thinking has been featured around the world:
At Industry Conferences such as DMA, Conference Board, IIR, Ad:Tech, E-Metrics Summit, and Search Engine
Strategies.
At Business Schools such as Harvard, Wharton and Columbia.
At in-house senior executive Corporate Seminars.
In well known publications such as Advertising Age, DM News and Wharton Publishing.
On a variety of podcasts and blogs such as Webmaster Radio, I-Media Connection and Podfeed
Yosi Heber (who founded OHP) has extensive senior level experience guiding some of the largest
brands in the world:
 Twenty three year track record including VP, CMO and General Management positions across multiple industries.
 Fifteen years of classical consumer marketing including twelve at Kraft General Foods and Dannon (US and Europe).
– Invented the $550 million kid yogurt category.
– Grew Dannon Light to become America’s #1 yogurt. Was a pioneer in sales “category/customer management”.
– Introduced most successful new kid cereal of the decade…Post Marshmallow Alpha Bits.
 Ten years of extensive, profit generating, digital achievements including four years as CMO of IAC/InterActiveCorp’s
Entertainment Division, part of Barry Diller’s internet marketing conglomerate where he worked with sister companies
Expedia, Hotels.com, Lending Tree, Ticketmaster, and Match.com.
 Wharton MBA
 Board member – Wharton Global Consulting Practicum.

5. Social Networking & Mobile Ten “Strategic Revenue Drivers”
EQ Pulse™ – Web 2.0 Patent Pending Methodology
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Brand’s
Overall
Web 2.0
Capabilities
and
Its
Ability to
Drive Revenue
=

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Case Study #1 – Initial Customer “Engagement” – Cutting
Edge Pharmaceutical Products
Approach:
Generate trial of a new product leveraging search engine
marketing to provide a free incentive.
Case Study:
Lunesta Sleep Aid (Rx)

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Case Study #1 (Cont.) – Lunesta Sleep Aid – Paid Search
Engine Marketing With Free Trial Incentive

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Case Study #1 (Cont.) – Lunesta – Paid Search Engine
Marketing With Custom Landing Page

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Case Study #2
Creative Customer Engagement Via Mobile Devices
Approach:
Get people’s attention by requesting they take a
picture of a “QR Code” with their mobile phone.
Phone returns with a video, more detailed product
information, or a chance to win prizes.
Case Study:
Jet Blue’s “Win A Free Trip” QR Code Posters

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Case Study #2
Jet Blue Mobile QR Code Sweepstakes
Snap
Picture

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Case Study #3
Customer Education “On the Go” With Smartphones
Approach:
Leverage a creative iPhone “App” to solve a
pressing issue which can’t wait until the customer gets
home.
Case Study:
Clorox Stain Removal “Advisory” Tool – Mobile
iPhone App

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Case Study #3
Clorox My Stain – iPhone App

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Study #4 – Customer Education & Engagement
Via Mobile “Tablets” & iPads
Approach:
Expand available online services via tablets such as the iPad.
Case Study:
Citibank iPad App for Tablets
‒ Visually striking graphics with interactive charts of past and future
cash flows.
‒ Auto generated charts of personal spending habits and consumer
database for comparing those habits with others by age, income
and location.
‒ Thousands of new users; 5X as many as iPhone app downloads.

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Case Study #4
Citibank iPad App for Tablets

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Study #5 – Active Customer
“Participation” – Consumer Generated Content
Approach:
Ask your loyal consumers to submit their own videos about your
product.
Case Study:
Dove “Dare to Create A Short Film”

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Case Study #5 (Cont.) – Dove – Consumer Generated Content
“Dare To Create A Short Film”

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Case Study #6
Customer “Participation” to Influence Major Issues
Approach:
Leverage Web 2.0/social networking to make it easy for
constituents to influence core decision makers.
Case Study:
President Barack Obama’s Facebook page to influence the health
reform debate.

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Case Study #6 (Cont.) – President Obama’s Facebook Page –
Tweet Senator on Health Care

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Case Study #6 (Cont.) – Type Zip Code – Generates
Automated Tweet to Your Senator
2

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Case Study #7 – Word of Mouth &
Viral to Acquire New Customers
Approach:
Leverage a viral “tell-a-friend” functionality, and if your
customers tell their friends, they get a reward.
Case Study:
Time Life – Europe

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Case Study #7 – Time Life – Europe
“Tell A Friend” with Reward
2

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Case Study #8
Viral & Social Networking “Sales”
Approach:
Leverage Twitter to “tweet” about promotions and special
deals.
Case Study:
Dell Computers – Dell Outlet
‒ Dell has sold over $5 million of excess inventory via this
medium (at a cost of virtually zero).

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Case Study #8 – Dell on Twitter
Drove $5 Million in Revenue
2

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Case Study #9
Viral & Social Networking “Sampling”
Approach:
Leverage Facebook to get loyal customers to tell others
abut your product line extensions.
Case Study:
Starbucks – “Share a Pint of New Starbucks Ice Cream.”

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Case Study #9 – Viral & Social Networking
Sampling – Starbucks Ice Cream on Facebook
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Case Study #10
Cross Consumer Interaction Ford Fiesta “Movement”
Approach:
Generate social buzz about a new upcoming auto line to engage
thousands of new potential customers.
Case Study:
–Consumers were invited to submit videos to be one of 100
winners to drive a new Ford Fiesta for 6 months if they
blog, tweet, and Facebook about their Fiesta experiences.
–Program generated 11,000 videos, 15,000 tweets, millions of
impressions, and 38% Ford Fiesta brand awareness among ‘Gen Y’
Americans (aged 18-32).
–Ford spent no money on traditional advertising. The car was
introduced in the US exclusively with social networking/digital.

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Case Study #10
Ford Fiesta USA Launch
3

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Case Study #11
Cross Consumer Interaction – Blogs/Forum
Approach:
Create a non threatening community environment for
consumers to discuss sensitive issues (and subtly sell your
brand).
Case Study:
Procter & Gamble’s “Being Girl” website (Tampax &
Always)
Now in 29 countries.
According to P&G, this community was four
times as effective as TV advertising.

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Case Study #11 – Cross Consumer
“Interaction” – P&G Being Girl
3

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Case Study #11 – Cross Consumer
“Interaction” – P&G Being Girl
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Case Study #12 – Brand Building and Branded
Advocacy via Virtual and Social Pin Boards (Pinterest)
Approach:
Leverage cutting edge social virtual pin boards such as Pinterest to
organize, browse, and share beautiful visuals on popular social oriented
topics related to your brand.
Case Study:
Whole Foods Supermarkets
-Users who click on Whole Food’s website pins find recipes and
discussion boards relating to food and products found at company stores.
-Stunning visual recipes, 3rd party content that aligns with company
values and neat timely topics such as “Who Wants Dinner,” “Sweet
Tooth,” “Mom Rocks,” “Strength,” and “Whole Planet Foundation.”
-41,000 followers already, and 900 pins across 41 boards!

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Case Study #12
Whole Foods Pinterest Social Page
3

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Case Study #13
“Viral” Branded B2B Humor Via You Tube
Approach:
Subtly leverage your brand name by disseminating a
humorous viral video with content that is directly relevant to
your target audience’s day to day challenges.
Case Study:
Blendtec
Their series of videos were seen by 60
million people and increased sales by 20% (at a
cost of virtually zero).

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Case Study #13 (Cont.) – You Tube – Humorous Video
Blendtec Episode – 4,811,914 Views
4

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Case Study #14
Branded Advocacy through Online Gaming
Approach:
Create a online game that relates to the brand’s mantra.
Consumers test their skills and engage in the brand by
playing the game and involving their friends.
Case Study:
Maxwell House Coffee Machine Game
Cleverly focuses on their wide variety of flavors.
Subtly gets friends involved in the game to build the brand.

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Case Study #14 – Maxwell House Coffee Machine – Flavor
Variety & Viral Element
4

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Case Study #14 (Cont.)
Maxwell House Game – Success & Reward
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Case Study #15
Personalization & Customization
Approach:
Create a value added customized, socially oriented
program that can be personalized for each customer’s
individual needs.
Case Study:
Special K “Challenge”
According to Kellogg’s, the ROI from this digital program
surpassed TV by a “Factor of 2.”

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Case Study #15 – Special K – Multiple Personalization
Features Plus Coaches and Community
4

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Case Study #15 (Cont.) – Forums For
Special Targets – Moms and Brides
4

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Case Study #16
Mobility & Mobile Accessibility
Approach:
Offer relevant web services via iPhone Apps
Case Study:
Kraft Foods “I-Food Assistant” – iPhone App

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Case #16 – Kraft “I-Food Assistant”
Mobile Phone Applications
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Case Study #17
Services on the Go Via Mobile Web Access
Approach:
Offer Key Website Content via mobile web so people can
access product, technical, and pricing information as well as
timely alerts on their mobile phone while they are away from
their computer.
Case Study:
Cisco Systems

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Case Study #17 – Cisco Systems
Mobile Web – Mobile Access
5

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Case Study #18
Relationship Building Via Text Messaging
Approach:
Leverage Mobile Phone “Text Messaging” to provide
unique services that build ongoing relationships between the
brand and its consumer target.
Case Study:
Ralston Purina

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Case Study #18 – Ralston Go2Pets.com
Mobile Text Pet Service Finder
5

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Case Study #19
“Location Based” Mobile Services
Approach:
Leverage Location Based Services and provide
incentives/rewards for people to “check in” with their mobile
phone and tell their friends where they are.
Case Study:
Bergdorf Goodman/Neiman Marcus Foursquare
Application with Rewards

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#19 – Foursquare – Bergdorf/Neiman Marcus – Location
Based Mobile Phone – Viral “Check In”
5

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Case Study #20
Revenue Maximization Via Cross Sell
Approach:
Cross Sell/Upsell Beyond the Initial Intended Purchase
Case Study:
Amazon.com

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Case Study #20
Amazon – Revenue Maximization Via Cross Sell
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Case Study #21
Enhance Existing Customer Relationships
Approach:
 Leverage e-mails with existing customers that
inform, incentivize, and entertain.
 Moms sign up and get customized e-mail
tips, tools, and offers/subtle promotions for J&J Baby
Products.
 “Moms to be” can get ovulation alerts sent via mobile
phone text messages.
Case Study:
Johnson & Johnson Baby Center

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Case Study #21
J&J Baby Centre – E-Mail Newsletters
6

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Case Study #21 – J&J Baby Centre
“Ovulation” Alerts Via Cell Phone
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How to Evaluate Your Existing Social/Mobile Efforts
So how do you know if your
company is doing a good job at
leveraging these ten
social/mobile revenue drivers and
optimizing customer
engagement?

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Social/Mobile “Strategic” Evaluation
Introducing Our New Patent Pending Solution, EQ Pulse™ - Web 2.0 :
 The first, simple digital analytic methodology that provides a “30,000 foot” view of a brand’s
OVERALL use of Web 2.0 marketing mediums including Social Networking, Word of Mouth
and Mobile Marketing.
 Total EQ Pulse™ - Web 2.0 score measures the overall effectiveness of Web 2.0 digital
efforts across all drivers that can potentially increase revenue.
Similar to a “FICO” score that measures a person’s credit worthiness.
 In evaluating over 160 best practices of the brand’s Web 2.0 digital efforts, we issue
separate scores for each of ten, broad Web 2.0 strategic revenue driver categories. These
help identify strengths, weaknesses and gaps vs. key competitors and vs. industry best
practices.
 We explore best practices such as social networking, word of mouth, mobile marketing,
blogs, podcasting, online video and gaming, widgets, Facebook and YouTube presence,
consumer generated content, community, personalization, wikis, and search 2.0, etc.
 We then provide Actionable, Revenue Building Recommendations as well as visual,
case study examples.

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Strategic Revenue Driver #3 –
Active Customer “Participation”
Comments and Analysis:
 Eastport leveraged extensive online input gathering mechanisms including “Tell Us What You Think of
Eastport.com” links, and “Add Your Own Testimonial” links sprinkled throughout the site. A number of these
testimonials were prominently featured on the Eastport homepage.
– Westgate and Midway did not ask consumers for feedback about their products, although Midway did
feature an online “poll” about the benefits of the category.
 Within the “blogosphere”, Eastport had the most mentions by far with over 2400. Midway had 450, while
Westgate had only 33.
– Eastport and Midway’s comments were overwhelming positive, while Westgate’s were somewhat mixed.
– Core negative comments for Westgate revolved around the recent voluntary product recall and long waits
for customer service representatives in general.
– Eastport was also the only brand that had their own blog.
 In consumer generated “visual” media, Eastport had over 500 “YouTube” placements mainly related to their
well known flagship product, some of which were very creative and humorous (Midway and Westgate had 27
and 11 YouTube mentions respectively).
– A recent campaign soliciting consumers to create their own videos generated a substantial amount of
free press and goodwill for the Eastport brand.
 In consumer generated “text” content, Midway’s website solicited consumers to provide a wide array of created
“alternative use” ideas for its premium product.
– Westgate did not solicit any consumer generated content from its customers at all.
 Across the competitive landscape, only Eastport had a listing in Wikipedia (the listing was fairly extensive).
WESTGATE COMPANY (EQ Pulse™ - Web 2.0 Example)

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The World of Mobile Marketing
Mobile Phones Have Surpassed Computers!
Mobile has ramped up much faster than desktop computers did (Morgan Stanley).
In fact, today there are way more mobile phones in the world than computers (CNBC).
Cell phones are now used considerably more for “data” purposes (such as
webbrowsing, text messaging, e-mail, games, social messaging, music, etc.) than for
phone calls (New York Times – 5/13/10).
Smartphone penetration (iPhone, Android, etc.) reached a staggering 50%+ by early
2012 (Nielsen – 2/12).
Today most iPhone users browse the web more on their phones than on their
computers (Advertising Age).
There are already over a million iPhone/mobile “Apps” in circulation.
Mobile offers something other marketing mediums cannot… A much higher probability
of a message being delivered to the right person at the right time.
Mobile coupons, transparent pricing, and branded mobile “apps” have disrupted retail
and drive new traffic and sales (Morgan Stanley).

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EQ Pulse™ - Mobile – Patent Pending Methodology
Mobile Marketing “Strategic” Framework
Mobile’s Ten Strategic Engagement & Revenue Drivers

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Case Study #22 – “Making Lives Easier” via Mobile & Driving
Major Incremental Revenue
Approach:
Create a “virtual” grocery store in a high traffic location. Let the
store come to the people!
Case Study:
Tesco’s Home Plus Virtual Grocery Store in Seoul, South Korea on
subway station platforms.
–Consumer scans grocery items with their smartphone using QR
code technology.
–All items delivered to their door after they get home.
–10,000+ customers in first few months with major revenue
increase.
–Now the #1 shopping app in South Korea with 1 million downloads!

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Case Study #22 – Tesco “Virtual” Grocery Store
Seoul, South Korea – Subway Station Platforms
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Case Study #23 – Mobile Customer Retention & CTA
Leveraging Mobile Phones to Drive Retail Sales
Approach:
Allow consumers to use their mobile phones to pay for goods and
services via “Mobile Commerce.”
Phone acts as the actual “money” and payment mechanism.
Phone can also reload or “top up” value of available funds.
Acts as a loyalty program with rewards.
Case Study:
Starbucks Mobile Pay
Already has millions of users worldwide and has driven significant
incremental revenue.
Provides free drinks via rewards loyalty mechanisms.

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Case Study #23
Starbucks Mobile Commerce
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Case Study #24
Leveraging Mobile to Cut Internal Costs
Approach:
Leveraging SMS text messaging “reminders” via mobile phones
to replace people who normally make the calls.
Case Study:
Kaiser Permanente (Health Care) SMS Patient Reminders
ￚ Cut doctor appointment costs by 30%, and saved $275,000
at just a single clinic in one month

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Case Study #24
Kaiser Permanente
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Applying These Methods to Your Business
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Ask Yourself:
 Are you broadening your Direct Marketing efforts with some of the simple
social networking and mobile techniques we’ve talked about today?
 How do your social networking/mobile efforts stack up vs. your key
competitors and the industry?
 How well do you take advantage of the ten “Strategic Revenue Drivers.”
 Do you feel you are making money?
Take Action:
 Apply the ten social/mobile strategic revenue driver concepts to your existing
Direct Marketing efforts.
 If needed, call us to help with a full scale EQ PulseTM – Web 2.0 or EQ Pulse -
Mobile Assessment…

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Comments? Questions?
Feel free to contact me:
Yosi Heber
President
yheber@oxfordhillpartners.com
(248) 569-9366
www.oxfordhillpartners.com
AMDIA 2013 – Buenos Aires, Argentina. August 15, 2013