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WELCOME

to

CONVERSATION 3.0 And enjoy every minute of it.


Today the tools for sharing and cooperating on a global scale have been placed in the hands of the individual. Ordinary people like us. Call it the birth of true democracy. A tipping point for mankind.

for the first time in human

history the way we communicate with each other truly supports group conversation and action.

Gone are the days when advertising was accepted as gospel and consumers could be segmented into neat boxes. The marketing paradigm has evolved and the conversation has shifted — from the unidirectional (traditional media), to the bidirectional (interactive), to the multidirectional (social media). Simply stated, the rules of engagement have changed. CRM has grown up. The power to move markets and change everything is now

literally in our

hands.


who

we are

MRM Worldwide: An Interpublic Group (IPG) company, part of McCann Worldgroup. Large global network with an entrepreneurial culture. Smart. Fearless. Accountable.


where we are

North America: 6 Offices 1000 Employees

Europe: 35 Offices 820 Employees

Latin America: 6 Offices 155 Employees

Asia/Pacific: 15 Offices 450 Employees

MRM Worldwide operates in over 40 countries


we howwork

We help our clients build their brands by creating conversations and distributing measured programs and platforms that attract, engage, acquire, and retain customers by building Customer UtilityTM.


what makes us digital Visionaries Weaving conversations, communities, and content to build powerful bonds between brands and the people who engage with them.

In collaboration with MSN Latino, this Center of Excellence is focused on the fastest-growing sector of the Hispanic community, the second-generation (or U.S.-born) Hispanic.

Optimizing global client budgets to drive increased ROI through scaled production and deployment of programs and platforms.

Providing the latest insights from today’s digital consumers.

Investor in Facebook, Radian6, BzzzMetrics, and Ansible Mobile.


Who We Work Wi

who we

work with


It’s a brave new world. In Conversation 3.0, everyone is a media outlet. Everywhere you look, you can see groups of people coming together to share with each other, influence opinion and preference, and continue the dialogue. The brands that prevail in this environment will be the brands that don’t take this phenomenon for granted. Social is the new normal. Collaboration is the next paradigm shift. And technology is the catalyst that is propelling it forward. See how we brought U.S. Army, MasterCard and SFR into the conversation. We invite you to join with us. Fasten your seatbelt.

It promises to be quite a

ride.


INITIATINGTHE

CONVERSATION FOR EVERY U.S. ARMY SOLDIER, THE POSSIBILITY OF DEPLOYMENT HAS ALWAYS EXISTED. But since the beginning of the Iraq war in 2003, this issue has become the single most important barrier facing 17- to 24-year-olds who are considering the Army. Combine this fear with the fact that young people no longer believe what the establishment tells them, but prefer to seek out the opinions of peers who have experienced things firsthand. The Army needed a new approach that enabled prospective recruits to solicit opinions and feedback directly from real soldiers, rather than from recruiters and marketing collateral.


THE SOLUTION DEMYSTIFY DEPLOYMENT BY PUTTING THE TARGET IN DIRECT COMMUNICATION WITH SOLDIERS IN THE FIELD.

“STRAIGHT FROM IRAQ” is a series of video webcasts that enable prospects to learn what it’s really like to be deployed in the Middle East by facilitating an open dialogue between potential recruits in the United States and the men and women who are stationed overseas. No topic is off limits. The resulting unfiltered

exchanges are captured on the site for all to see. “Straight from Iraq” represents the first time visitors have been able to directly ask questions of soldiers deployed overseas in a public context and the first time an ongoing conflict has been directly addressed on a military Web site.


THE RESPONSE HAS BEEN

OVERWHELMING. applauded “the honest and direct approach,” and called it an important “evolution in Army marketing” and “extremely progressive.” Stuart Elliott of The New York Times found it “refreshing and extremely compelling.” And that’s just the beginning. The Army is now developing an entire “Straight from” genre that will further explore what it means to be a soldier in the 21st century. The next installment, “Straight from Space,” will facilitate a live conversation with an Army astronaut from the International Space Station in Earth orbit and is set to launch in the summer of 2009.

Submitted questions have exceeded projections by 250%. Average user sessions on goarmy.com have increased by 45% with a corresponding lift in live leads who have opted to engage a recruiter in a discussion about enlistment. Overall traffic to the goarmy site has also grown exponentially, as has the length of user sessions. The blogs hailed the Army’s effort to “start a dialogue between the public and our troops,”

THE POWER TO MOVE MARKETS • Recruited 80,000+ new troops annually in the toughest military market in 3 decades • Increased “live” leads by 50% • Shifted weighting from largely DM to online, increasing cost efficiency and effectiveness • Reduced CPC by 20% • Shortened prospect-to-soldier lead time by 25%

“The campaign has been successful conveying the benefits of ‘Army Strong,’ the physical, emotional and mental benefits,” said Ed Walters, chief marketing officer for the Army at the Pentagon. “We wanted to more clearly articulate that,” he added, “through efforts like sharing with civilians the video clips of real soldiers’ stories.”

— The New York Times, 11/11/08


BUILDING THE CONVERSATION TAKE ONE OF THE NFL’S BEST AND MOST RECOGNIZED FOOTBALL PLAYERS, ADD ONE OF THE WORLD’S BIGGEST BRANDS,

and liberally apply cutting-edge digital and mobile technology to build a unique platform for customized connections. Our method was deceptively simple: Peyton Manning’s fans went to the Priceless Pep Talks Web portal, entered their friend’s name, chose their problem and voilà! — Peyton’s unique video advice was sent directly to their buddy’s phone or e-mail.


WE BUILT ON THOSE

CONNECTIONS THE FOLLOWING YEAR. IN THIS EXECUTION, PEYTON’S FANS WENT TO THE PRICELESS SUITE TALKS WEB PORTAL AND ENTERED THEIR NAME AND THEIR FRIEND’S NAME. From his hotel suite, Peyton then recommended “Priceless” experiences they could have with their World MasterCard. Getting Peyton’s recommendation by phone or e-mail provided access to exclusive offers ranging from a day on the links to a night at the show. Whatever was ailing your friend, Peyton knew just what to suggest. The results were even more impressive. Within a few weeks of its launch, this unique social media tactic generated more than three million video views. Over 700,000 e-mails were sent, as well as an additional 90,000 SMS text messages. And fans and their friends kept returning to the site to send additional “messages” from Peyton, generating a network effect that exceeded all expectations.

THE POWER TO MOVE MARKETS • Driving over 1 million “conversations” per month • Time spent on Priceless.com surpasses YouTube (average of 6 minutes per visit) • The “Priceless” experience is now woven throughout every touch point


“MasterCard’s purpose as a brand franchiser is to deliver differentiated value to customers and consumers. Thanks to innovative integrated programs like Peyton Pep Talks, we’ve been able to create unprecedented levels of brand engagement with consumers.”

— AMY FULLER SVP, MARKETING


KEEP THE

CONVERSATION RELEVANT Without question, mobile phones have quickly become one of the most important social tools of our era. Concurrent with their rise in popularity has come a demand for more flexibility within contracts, greater access to new technologies as they become available, and the desire for improved customer service. In France, SFR was faced with a difficult challenge: how to create a unique point of difference that would significantly reduce churn and drive the average revenue per user.


“Le pacte SFR answers their [the customers] needs for transparency and understanding of our offering, while giving the brand a customer-friendly platform to engage in a 1-to-1 dialogue with our customers.” — THIERRY PELISSIER, GENERAL MANAGER, MARKETING AND COMMUNICATIONS


THE SOLUTION?

SIMPLE.

GIVE MOBILE CUSTOMERS WHAT THEY WANT. A SMARTER PHONE, MORE FLEXIBLE CONTRACTS, AND AN UNCOMPROMISING COMMITMENT TO QUALITY AND CUSTOMER SERVICE CAN MAKE THE DIFFERENCE.


We created le pacte SFR (The SFR Pact) — a unique marketing program designed to help provide full transparency and understanding of the SFR brand and everything it provides. The only program of its kind in France, The SFR Pact provides a communications strategy for the brand to clearly communicate its offering and commitment to customers, while creating a 1-to-1 conversation platform via the loyalty program. The conversation is initiated when the SFR customer registers their account online. With the customer now engaged with the program, the brand has an opportunity to build a relationship through customized loyalty communications; in return, customers receive annual loyalty bonuses. A benefit to the customers, the loyalty bonuses also act as a vehicle for increasing ARPU. Bonuses give customers the opportunity to discover, explore, and ideally adopt new services beyond their current contract.

The SFR Pact was launched using a multichannel strategy including TV, direct mail/e-mail, in-store POP, mobile, and online marketing. Current customers received direct mail/e-mail and SMS communications and statement inserts driving enrollment at lepactesfr.fr. Since the program’s inception in October, more than 6% of SFR’s current customer base has signed up, and feedback has been nothing but positive.

THE POWER TO MOVE MARKETS •

Registered 1 million customers in just 3 months

• Elevated the “conversation” beyond a commodity (the equipment) • Built a holistic experience that recognizes/ rewards the duality of business owners as consumers


Confidential and Proprietary Information of MRM Worldwide. All content Š 2009 MRM Worldwide. Customer Utility™ is a trademark of MRM Worldwide.

Michael L. Miller EVP, Business Development MRM Worldwide 622 Third Avenue | New York, NY 10017 Tel: 646-865-3726 | Mob: 646-342-9653 E-mail: Michael.L.Miller@mrmworldwide.com


Conversation 3.0  

Conversation 3.0

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