Building Blocks for a Customer Focused Future - ABM Annual Conference
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Transcript of Building Blocks for a Customer Focused Future - ABM Annual Conference
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American Business Media’s 2012 Annual Conference JACK GRIFFIN | APRIL 29, 2012
Building Blocks for a Customer Focused Future
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When is everything gonna get back to normal? – Roger Sterling, Mad Men ” “
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A new medium is never an addition to an old one, nor does it leave the old one in peace. It never ceases to oppress the older media until it finds new shapes and positions for them. – Marshall McLuhan,
Understanding Media, 1964 ”
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B2B Roots
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A Business Model Based on B2B
Online
marketing
Online, viral,
social media, database
Healthcare Mobile International
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A 360° Go-to-Market Strategy
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A Transformation
2005 2011 VENDOR STRATEGIC PARTNER Meredith Custom Publishing Meredith Integrated Marketing
Primarily a custom publisher Relationship marketer
Minimal digital capabilities Broad multi-platform capabilities
Vulnerable to margin pressure Defensible margins
Challenging long-term growth Diverse, differentiated offering; prospects high growth potential
$75M in annual revenues $180M in annual revenues
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Somewhere in this industry, this has all happened before. – Roger Sterling, Mad Men ” “
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Source: Intel 10
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Source: CoRise, October 2011 11
Four Centers of Digital Gravity
Facebook Google
Apple Amazon
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Source: CoRise, October 2011 12
Four Centers of Digital Gravity
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-22.6%
-5.7% -11.2%
-19.2%
-30.4%
-45.2%
-17.4%
-0.1%
-28.8% -29.8%
Consumer Magazines $ Advertising Consumer Magazines $ Circulation
Consumer Magazines SCS Units B2B $ Trade Shows
B2B $ Magazine Advertising
Source: Veronis Suhler Stevenson, October 2011 13
It Wasn’t Good...2007-2010
-22.6%
-11.2%
-30.4%
-17.4%
-28.8%
B2C & B2B REVENUE CHANGES
Change 2007 - 2010
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Mobile
Online
Off-Line
The Decline of Print: B2B Leads the Change
14 Source: Veronis Suhler Stevenson/ PQ Media 2011
ANNUAL HOURS SPENT CONSUMING MEDIA
Sh
are
by
Ty
pe
an
d S
ou
rce
90%
9%
1%
85%
11% 4%
79%
14%
7%
46%
51%
3%
32%
56%
12%
26%
59%
15%
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$6,300 $6,297 $6,265 $6,243 $6,252
$1,950 $1,978 $1,995 $2,007 $2,015 $1,866 $2,006 $2,294 $2,306 $2,666
$4,796 $5,377 $6,094 $6,952 $7,915 $2,471 $2,614
$2,755 $2,915 $3,093
$9,053 $9,320
$9,648 $10,061
$10,522 $27,197 $28,509
$30,166 $31,851
$34,130
2010 2011e 2012e 2013e 2014e
Sp
en
din
g in
$ M
illi
on
s
Calendar Year
B2B SPENDING BY CATEGORY
Trade Shows Virtual Shows Seminars & Conferences E-Media Custom Publishing B2B Print Paid Circ B2B Print Adv Totals in Bold at Top
15 Source: Veronis Suhler Stevenson Communications Forecast, November 2011; e = estimate 15
Spending Growth Returns Selectively
But with Very Different Mix
B2B Big Picture
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2.2% 2.9%
22.0%
6.5% 6.9%
2011 vs 2010
CHANGE in B2B REVENUES
BY STREAM
Trade Shows
Print Advertising
Digital Advertising
Data Services
TOTAL
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Digital Driving Growth in B2B Spending
Source: American Business Media – BIN CY Totals by Revenue Stream ($ in Millions)
Trade
Shows
$10,502
40%
Advertising
$7,698
29%
Digital
Advertising
$6,352
24%
Data
Services
$1,940
7%
B2B REVENUES 2011
TOTAL: $26.5 BILLION
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B2B Big Picture
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The Only Constant is Change
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”
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“We're quickly moving more and more of our
businesses into digital. We find that the ROI of
the advertising, when the big idea is there, can
be much more efficient.”
—Robert McDonald, CEO, Procter & Gamble
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Achieving this vision requires some fundamental shifts in how we operate. —Marc Pritchard
Global Marketing & Brand Building Officer @ SIGNAL Procter & Gamble, March 2012 ” “
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1. Data & Audience
2. Content & Brand
3. Convening Power & Community
4. Social & Mobile
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Building Blocks for a Customer Focused Future
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Data & Audience
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Data & Audience
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Financial Times
The Data Workflow • Visualizing complex dataset
- Bank debt exposure data • Monitor site for updates • CSV source • Clean in Excel • Import Mosul database • Generate SQL query • Publish XML • Parse with ActionScript • Publish with Flash
HTML 5 The Web as “News Database”
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Content & Brand
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Content & Brand
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National Geographic
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Convening Power & Community
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Convening Power & Community
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SXSW
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Social & Mobile
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7 Billion People as of November 2011
(and growing!)
77% Connected by mobile devices
5.3 billion at the end of 2010; U.N. Telecommunications Agency, http://www.itu.int 34
A Connected, Mobile World
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Social Intersects with Mobile
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10.8 33.7
60.7 81.5
95.1 105.1 60.2
90.1
106.7
119.9
133.0
148.6
71.0
123.8
167.4
201.4
228.1
253.7
0.0
50.0
100.0
150.0
200.0
250.0
300.0
2010 2011 2012 e 2013 e 2014 e 2015 e
Mil
lio
ns
of
Un
its
U.S. Ownership of Devices by Year
SmartPhone
Tablet
Source: Forrester Research 2-12 for Tablets; eMarketer 12-11 for SmartPhones e = estimate
U.S. Smart Mobile Devices Will Top 200 Million in Use in 2013
MORE THAN 250% INCREASE 2010-2015
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iPads in the Cockpit
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Apps for Healthcare Management
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Chief Revenue Officer, Moo.com
Work Bleeds Into Life
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Social media and mobile are just buzzwords until you come up with a plan. —Anonymous ”
“
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43 Source: OnlineSchools.org
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44 Source: OnlineSchools.org
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1.0 College Kids Only
2.0 Mom, Dad, Grandma,
Grandpa
3.0 A True Business
Medium
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Facebook Comes of Age
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B2B Media Has Always Been Social
SOCIAL B2B requires planning,
organization and coherence of message BUYER SELLER
= turbochargers
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3SOCIAL B2BRULES OF
ENGAGEMENT
The Social Cycle
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1.ESTABLISH SOCIALLISTENING.
3SOCIAL B2BRULES OF
ENGAGEMENT
The Social Cycle
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1.ESTABLISH SOCIALLISTENING.
2.ESTABLISH SOCIALVOICE.
3SOCIAL B2BRULES OF
ENGAGEMENT
The Social Cycle
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1.ESTABLISH SOCIALLISTENING.
3.DRIVE THECONVERSATION.
2.ESTABLISH SOCIALVOICE.
3SOCIAL B2BRULES OF
ENGAGEMENT
The Social Cycle
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1.ESTABLISH SOCIALLISTENING.
3.DRIVE THECONVERSATION.
2.ESTABLISH SOCIALVOICE.
3SOCIAL B2BRULES OF
ENGAGEMENT
The Social Cycle
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WHAT’S KEEPING YOU UP AT NIGHT?
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1. Culture: Have I established a culture of innovation?
2. Capital: Am I investing enough in the digital future of my company?
3. Capabilities: Do I have the right people in the right jobs?
4. Costs: Is my cost structure sustainable?
5. Competition: Who is my REAL competition?
Empirical Questions
EmpiricalMedia.com
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American Business Media’s 2012 Annual Conference
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THANK YOU
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