Learn how to make marketing dollars work harder in difficult times by understanding the dynamics of the digital media shift and using this knowledge to drive your marketing mix

1. Digital Media Workshop
CBS 5 & Faction Media

2. Faction Overview
WHAT IS FACTION
Smart people doing smart things—that's Faction Media. Innovation is our business and
our mission is to build long lasting, profitable relationships between our clients and their
customers. We've built our reputation on our ability to successfully combine progressive
thinking, great creativity, and cross-channel marketing expertise.

3. About Faction
The Leaders in B2B Digital Marketing
The Agency
ABOUT FACTION
- Technology partners with the leading digital pioneers including
- Based in Denver, Colorado Google, Yahoo, MSN, Omniture, SilverPop & Atlas
- Office in Phoenix - Regular contributors to Marketing Sherpa, DM News, Target
Market Magazine and BtoB Magazine
- Founded in 2005
- 5 Fortune 1000 clients - Over 40 national & international digital marketing awards
- 12 soon to be Fortune 1000 clients
- Serve as judges at multiple digital marketing awards shows

4. LEVERAGING DIGITAL MEDIA
Make Marketing Dollars Work Harder

5. THINGS CHANGE

6. DIGITAL MEDIA
Shifting Communication Models

7. Traditional Information Theory
Shannon/Weaver sender/receiver model
TRADITIONAL COMMUNICATION THEORY
• Communication was characterized as a passive systemic process
• Penetration within the marketplace awareness would rise to the level of brand/product
awareness and/or subsequent purchase intent
• The incremental costs associated with generating awareness are no longer relevant, nor feasible,
for most marketers in our economic business environment
SENDER MESSAGE TRANSMISSION NOISE CHANNEL RECEPTION RECEIVER

8. The New Information Theory
Active Engagement and Participation by the Consumer
• Marketers must provide pathways to Brand/Product/Service information through multi-cross-
channel strategies and tactics
THE NEW COMMUNICATION THEORY
• Audiences participate becoming the Media (Advocacy) with unlimited access to contextually
relevant information
NOISE
• Direct touchpoints with the Brand allowing for unique experiences customized to audience
segments
• Conversation, Dialogue and Transparency are critical to developing a genuine relationship with
your audience(s)
NOISE
RECEIVER RECEPTION MULTIPLE CHANNELS TRANSMISSION MESSAGE SENDER
MEDIA FRAGMENTATION

9. MEDIA SHIFT
Dynamics of the Digital Media Shift

10. Growing Maturity of the Web
Building a 50 Million People Audience:
DIGITAL MEDIA SHIFT
• Radio took 38 years
• TV took 13 years
• World Wide Web made to the 50 million person
audience mark in 4 years
• Facebook has attracted 300 Million users in 5 years
• Twitter is currently around 60+ Million users

11. The Web Today @ 5200 Days Old
2009 Digital Landscape
• Worldwide Digital Population 554,618,961* "The Internet? We are not interested in it"
• Number of US Internet users will reach nearly 200 million in 2008**
- Bill Gates, 1993
• Consuming 1600 Web pages during 37 Sessions per month per person while visiting
• Over 185 Million Web sites / Over 1 Trillion web pages found by Google in 2008
• 72.5% of US Households have Broadband
DIGITAL MEDIA SHIFT
Diversity of Online Audience
• 56.7 million Baby Boomers users online
• 23 million Hispanics, about 52% of the US Hispanic population
• 17 million Matures 62+ is online spending more than an average 44 minutes per day
• 12.1 million adult GLBT Internet users in the US in 2007, representing 7.9% of online adults
Rise of Networked Individualism
• Endless choices of interests: Professional, Personal, Social, Political, Sub-Cultural....
• All connected through Digital communications instantaneously accessible to advertisers
• Understanding your audience intimately is critical
*Nielsen NetRatings **eMarketer / ClickZ (complied)

12. DIGITAL MEDIA SHIFT
Local Digital
Media spends
expected to
double by 2013.
*Kelsey Group Information - Local ad forecast

13. Digital Media Spend on the Rise
DIGITAL MEDIA SHIFT
*Forrester Research 2009 Interactive Marketing Forecast Survey/
Interactive Marketing Models

14. THINGS CHANGE

15. MEDIA SHIFT
Media Consumption

16. The Shift is ON
Average Hours per week that consumers spend doing these activities
Gen Y Gen X Younger Boomers Older Boomers Seniors
(18-27) (28-41) (42-51) (52-62) (63+)
Using a PC at
Home 10.9 9.0 8.4 8.7 8.6
MEDIA CONSUMPTION
Watching TV 10.4 11.3 12.5 13.7 14.3
Using a Mobile
Phone 8.9 5.8 4.7 3.4 2.3
Using the Internet
for personal use 9.0 7.5 6.5 6.5 5.8
Listening to the
Radio 7.0 6.9 7.4 6.2 5.3
Watching DVD/
VHS 5.8 4.3 3.6 3.3 2.8
Playing Video
Games 4.3 2.0 1.1 1.1 1.1
Reading offline
Magazines 1.7 2.0 2.1 2.4 3.1
Reading Offline
Newspapers 1.2 1.7 2.8 3.6 5.1
*Forrester Research 2008 US Online Consumption

17. Americans multi-task their media
The Changing Video Experience
• 57% of TV and Internet homes simultaneously use the Internet and TV at least one time per month.
• As of June, 28% of consumer’s time using the Internet is also spent simultaneously watching TV.
• Short form video (such as YouTube clips) still makes up the lion’s share of online video viewing — 83% in May 09 —
while name-brand TV network content comprises the majority of mobile video viewing.
MEDIA CONSUMPTION
• Every minute there is more than 20 hours of video content uploaded to YouTube.com
• Over 15 million Americans report watching mobile video in Q2 2009. This is an increase of 70% versus last year.
Localized Advertising
• Local online advertising, defined as display, search, and classifieds, will be worth $8.9 billion in 2012.
• Local search is $2.5 billion of that total, according to Jupiter.
*Nielsen NetRatings **eMarketer / ClickZ (complied)

18. Digital Advertising Drives Behavior
It’s Interconnected
• People Search concepts from TV, Display
• Search drives telephone calls
MEDIA CONSUMPTION
• Local Ad’s drive store visits
• Social Media drives Research, provides reviews, forms opinions
Ford's Kermit the Frog Intro to hybrids at the Super Bowl
was leveraged by GM with them buying the puppet's
moniker as a keyword and running ads for its hybrid
program under sponsored results. Text in GM's paid
listing read "Live Green, Go Yellow," and encouraged
people to learn about GM FlexFuel vehicles. The link led
to OnlyGM.com, a microsite where the carmaker
promotes its approach to alternative fuel.

19. LEVERAGING DIGITAL
Strategic and Tactical Implementation

20. DIGITAL ECOSYSTEM
Digital EcoSystem
While the toolsets available to marketers are the same
the strategy behind the campaign coupled with precise
execution is the key to success.

21. The Digital EcoSystem
DIGITAL ECOSYSTEMS

22. LEVERAGING DATA
Understanding Measurement
Tools & Analytics

23. Digital Media is highly insightful
Through this media you can understand:
•How people arrive at a website
•How they navigate
LEVERAGING DIGITAL
•How they find information
•How they value content
•How they respond to alternative offers
•How they react to email/search/display marketing
•How they interact in the buying process
•How they manage customer service

24. But you have to take Measurements
What Metrics Are Not.... Clicks, Page Views, Hits
Metrics Are Business Intelligence that provide your business a competitive advantage...
• Increase efficiency of Marketing Budgets/Spend
LEVERAGING DIGITAL
• Competitive Intelligence
• Pathway to understanding your customers behavior = Increased Sales
Engage Metrics
• Pick a analytics platform to capture and measure data (online/offline).
• Pick a metric, develop a scorecard, and use it.
• Consistently measure and interpret data for campaign optimization.
• Measure performance and kill what isn’t working
Further Improve Your Current Online Marketing Efforts
• Gather/Analyze any existing marketing/customer data.
• Concentrate on Audience Segmentation to reach your Niche(s)

25. Metric Framework Drives Analytics Tool Selection
Identify your needs
• Immediate
• Long Term
LEVERAGING DIGITAL
Pick a platform
• Sometimes free is good enough
• But it can cost you
July 2009 Forrester Wave Web Analytics

26. LEVERAGING DIGITAL
Practical Applications

27. Season Dreams Launch
Demand Generation

28. Finding an audience, the challenge to
driving sales
•Create online retail brand for importer
•Identify niche audiences for niche products
FINDING THE NICHE
•Identify tactics for:
•Driving immediate sales
•Creating brand recognition for future

29. Artificial Tree Niches
Sara - Patricia - Vera -
First Time Tree Purchaser Convert from Fresh Trees Decorative Purchaser
Females, 25-40 (Young co-habiting couples) Individuals/Families who have decided not to Females 25-50
Aesthetic appeal in the selection of longevity of product continue to purchase fresh tree More affluent
Research products in store prior to purchase Females, 30-50 Disposable income to enhance surrounding for
Not first-time online shoppers Looking for convenience and service holiday season
Like the convenience of internet commerce Less mess and hassle Looking for selection
FINDING THE NICHE
Often supplements a fresh tree or additional
artificial tree

30. Digital Tactics Sell Trees
• Search - Paid and Organic
• Shopping Portals (PriceGrabber,NexTag,
Shopping.com, Shopzilla)
FINDING THE NICHE
• Display Ads/Email Sponsorship (Shefinds.com)
• The Digital Effect ....1+1=3
• Email leading to Blogs to spike in Organic Search
• 180 days exceeded projected sales in Q4 2007

31. tw telecom Lead Generation
Lead Generation
tw telecom SMB/Enterprise Revenue Genertation Effort

32. tw telecom background/profile
tw telecom provides managed network services, specializing
ABOUT tw telecom
in Ethernet and transport data networking, Internet access,
local and long distance voice, VoIP, VPN and security, to
enterprise organizations and communications services
companies throughout the U.S. As a leading provider of
integrated and converged network solutions, tw telecom
delivers customers overall economic value, quality, service,
and improved business productivity.

33. Building solid relationships
through better network connections.
Your lifeline to the world outside your office and your most powerful ally at
work - your computer - has had enough. Your unreliable network connection
THE CONCEPT
has driven it to seek help, and it’s left a trail for you to follow until the issue From the beginning the
is resolved.
campaign was purpose-
Designed to be subtly humorous, this concept takes a “before and after” built for active
approach to depict how people grow their relationships with their PCs through
their networks. The underlying message and tie-in to tw telecom: we have
engagement, and we’ve
experience in establishing strong network connections; we provide a human coined the term “Active
touch typically not associated with telecom companies.
Interaction Campaign”
This concept would tap into tw telecom’s personalization message, while to describe it.
conveying other messages associated with the brand, including simple, flexible,
reliable, and quality services delivered from a single source.

34. Direct Delivery Interact Respond+Measure
PAID
SEARCH PERSONALIZED
VIDEO
DIRECT
MAIL
THE CAMPAIGN MODEL
GOOGLE GOOGLE
INDIRECT SEARCH RESULTS/
GOOGLE FOR NAME PPC AD
Phone
Response
EMAIL
LANDING SALES
PORTAL/
RESPONSE
LEAD SALE
STREAMING
VIDEO
DIRECT Form
PAGE Response
Meas
ure, L
CAMPAIGN ANALYSIS
earn,
Adap
t

35. Email Meant to Tease and Entice
The email was the introduction to the campaign
and the first touch point with prospects.
Two different emails to a N2 sample of 500
prospects.
• One that took half of the recipients directly to
the landing page: 5.71% CTR
• One that prompted the other half of recipients
to Google their name: 14.04% CTR
The results was a significant difference in the
number of click-throughs from the direct link email
to the Google your name email.
EMAIL
Given the almost three times more impressive
performance of the Google email, all campaign
materials were adjusted to ensure the Google
component was included in all emails and direct
mailers to prospects.

36. Search Campaign
The Search portion of the
campaign included keyword set-
up and management. Following
SEARCH
receipt of the email/direct mail,
the respondents searched their
name in Google and find a
sponsored link with their name
and a personalized message
from tw telecom.

37. 8”x5” FOLDED SELF-MAILER
Direct Mail
The direct mail was a self-mailing DM
piece with a Post-It Note inside –
DIRECT MAIL
designed for reinforcement of the email
by prompting and enticing the targeted
recipient who had not responded
to the email.

38. DIRECT MAIL DETAIL
EXTERIOR
INTERIOR

39. Web Portal
The Web portal is the central hub of
the campaign. All Search traffic was
LANDING SITE
be directed to the site from which
the targeted user we able to view a
variable-data video and interact
with offers and incentives.

40. SUMMARY
Optimization Process & Results

41. Performance Optimization
As the campaign progressed, real time data was gathered and
yielded critical insight to the overall performance of the
campaign. Ultimately is defined a funnel for lead qualification,
and provided data useful for followup efforts based on user
engagement throughout the process.
OPTIMIZATION
• Re-Targeted Non-Responders based on A/B test results
• Adjusted e-mail creative based on initial performance
• Google component proved to be challenging given the number
of names and unforeseen variables: (Athletes, Authors,
Copyright Issues, Famous Figures / Charlie Brown, etc.)
• Increased a lift in response rate of 21.5% in sales.

42. Campaign Metrics
Email Send: 7860
Campaign Results Email Deliveries: 6389
Email Open Rate: 19%
CAMPAIGN RESULTS
Ultimately the success metric for the Email CTR: 14%
campaign was the total “meet rate”
generated. Based on the average sale and Search Names Purchased: 4976
historical close ratios it is estimated that the Search Impressions: 37,063*
Active Interaction Campaign generated an
Search Clicks: 276
impressive net ROI representing first year in
Search Response Rate: 5.5%
contractual reoccurring revenue.
Landing Page Visits: 353
Visit Length: 5.7 minutes
Phone Response: 85
Meet Rate: 7%

43. DIVING INTO DIGITAL
Ten Digital Marketing Take Aways

44. Ten Digital Marketing Takeaways:
• Don’t assume you know your audience
• Allow for unique experiences for your target audiences
• Use technologies when appropriate
DIVING INTO DIGITAL
• Integrate, Integrate, Integrate - offline/online
• Measure only what you’re able to act upon
• Don’t comprise on the quality of your Web site (it’s your main hub)
• Localize digital campaigns to your market - local portals, sites, geo-targeting search
• Leverage cost effectiveness of e-mail to attract and retain customers
• Find your Niche and own it - dominate the space
• Understand your failures and leverage them for improvement

45. SOMETHINGS NEVER CHANGE

46. Contact Us
Dave Greves Steve Riegel Kurt Greves
daveg@factionmedia.com stever@factionmedia.com kurtg@factionmedia.com
303.339.0206 303.339.0206 480.275.8448
1730 Blake Street Suite 200 Denver, CO 80202 www.factionmedia.com