Wharton Undergraduate Marketing Conference

1. Disruption in the Force November 6, 2009
A New Hope? Will the Empire Strike Back?
November 09 Garfield Group Page 1

2. November 09 Garfield Group Page 2

3. Larry Garfield, CEO
Garfield Group Branding
• Brand Strategy and Creative Lead
• Over 25 years of agency experience
• Some Clients: IBM, AT&T, Novell,
Samsung, Switchboard.com, Black &
Decker, Holiday Inn, DuPont, IMS Health,
Vertex, Bose Corporation, BioClinica
lgarfield@garfieldgroup.com
linkedin.com/in/larrygarfield
11/15/09 Garfield Group Page 3

4. 360-degree communications
November 09 Garfield Group Page 4

5. The Outbound Mix
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6. The rules have changed
• Customers have greater control
– What- When- How
– They speak to each other about you
• Disruption has its limitations
• Today’s mantra: connect and engage
with customers
– A dialogue; earn the right to a relationship
November 09 Garfield Group Page 6

7. The Inbound Mix
November 09 Garfield Group Page 7

8. The new toolbox
November 09 Garfield Group Page 8

9. Campaign Planner
11/15/09 GGI Overview 9

10. The New Rules of Engagement
• Think like a Publisher: journalistic, valuable content
• Hone in on those “buyer personas” that are making
purchasing decisions
• Develop great content
– Think like a VC or Film Producer: cool content
– What do we want buyers to believe about our products/
services?
• Measure in new ways
– How many people are exposed to our ideas?
– How many downloads?
– How many interactions turn to leads– turn to sales?
Source: David Meerman Scott
November 09 Garfield Group Page 10

11. Competing with Strategy

12. Dean Whitney, President
Garfield Group Interactive
• Digital strategy
• Solution Architecture
• Creative Lead
617-431-5065
dwhitney@garfieldgroup.com
@deanwhit
11/15/09 Garfield Group Page 12

13. Integrated Marketing
Results (KPIs) Tactics
• Search rank • Websites/blogs
• Audience Acquisition • Lead gen programs
• Brand recognition • Organic Search
• Apps (Twitter, Facebook)
• Quality of Engagement
• Social Media
• Leads & Customers
• Branding/Print
Nov-15-09 Garfield Group Interactive Page 13

14. The consumer decision journey
• Consumers are moving outside the
purchasing funnel—changing the way they
research and buy your products.
McKinsey & Company
JUNE 2009 • David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik000
Nov-15-09 Garfield Group Interactive Page 14

15. They influence each other…
2009
4 Billion Tweets
2010
40 Billion Tweets
11/15/09 Garfield Group Page 15

16. ???
Web 2.0
16 Nov-15-09 Garfield Group Interactive

17. Site Profile

18. Word of Mouth
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19. Word of Mouth
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20. Word of Mouth
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21. Not everyone is the same
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22. Target Audience
• Influencers
Nov-15-09 Garfield Group Interactive Page 22

23. Features
Research Feature Set
Findings
Wireframes
Strategy
Business
Requirements

24. Features matrix

25. Agile Development
Microsoft Release History
1985 2007
Flickr Release History
2004 O’Rielly Radar – October 2006 2006
Agile Iterative Development Benefits
Release early and often (perpetual Faster time to market / Reduced risk
beta)
Closer relationship with customers
Trust users as co-developers and real-
time testers Real-time data to make quantifiable
decisions
Incrementally release new products
Increased responsiveness
11/15/09 GGI Overview 25

26. Involve end users early
Implementation Jun Jul Aug Sep Oct Nov
Finalize features and requirements, set up
issue tracking
Detailed Design, business process modeling,
proof of concept (POC), portal staging
Implement hosting, platform configuration,
feature backlog/iteration plan
Template development, custom applications,
custom data services, 3rd Party integrations
QA and performance testing, UAT testing
User training & Roll-out (TPA, Admin)
Launch Plan
POC Closed Beta Launch
Alpha
Nov-15-09 Garfield Group Interactive Page 26

27. “Make it as simple as possible.
But no simpler.” - Albert Einstein

28. Nov-15-09 Confidential 28

29. Feature Rich – Experience Poor
11/15/09

30. Nov-15-09 Confidential 30

31. Press to
Honk Horn
Turn
key to
start
Turn
knob to
adjust
volume
Nov-15-09 Confidential 31

32. Social Media Operations
Promotion
✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
Reputation
✓ ✓ ✓ ✓ ✓ ✓
Nov-15-09 Garfield Group Interactive Page 32

33. 11/15/09 Garfield Group Page 33

34. Social Media Monitoring
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35. Competing with Creativity

36. 36

37. 37

38. 38

39. 39

40. 40

41. Competing with Innovation

42. 11/15/09 GGI Overview 42

43. 11/15/09 Garfield Group Page 43

44. November 09 Page 44

45. November 09 Page 45

46. Competing with a Cause

47. Advertising
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48. Advertising
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49. Advertising
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50. Advertising
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51. Holiday Program Results
• 32% of emails received a click-through
• Over 1,500 people visited the website; 52% direct
traffic, 44% from social media
• Most importantly, raised awareness for Heifer,
driving click-throughs to their website for additional
donations
• “This may be the most clever thing anybody has
ever done to support Heifer.”
– Ray White, Public Relations Director, Heifer International
11/15/09 GGI Overview 51

52. We drink our own Kool-Aid

53. Advertising
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54. Advertising
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55. Advertising
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56. Advertising
David Meerman Scott Webinar
November 17 @ 3pm
http://www.garfieldgroup.com/thelab-webinar
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57. Thank you. Questions?