Patrick McLean, Executive Director, Verizon Interactive: Presentation on how Verizon Interactive built there digital brand.

1. Patrick McLean
Verizon Interactive:
A Case Study for
Marketing Tr ansformation

2. Who is Verizon?
2

3. Who is Verizon Telecom?
3

4. Who people sometimes think is Verizon Telecom?
4

5. What we are doing about it?
Business Transformation
aligned with
Social Transformation

6. Consumers are living digitally
Ecommerce is growing > 20% per year
> 50% of online adults now participate in social
media
Consumers want content aggregated for
them, not concerned with source
Consumers expect seamless integration across
platforms and devices
Mobile rapidly becoming a main channel for
video and social content
Digital ad spending growing at > 25% globally

7. We must transform to a Digital Brand
Verizon Digital Brand Strategic
Imperatives:
Imperatives:
Cross-Channel Integration
Change our
Culture &
Incentives
Customer Generated Content and Social Media
Drive
Digital
Conversations
Targeting and Personalization
Evolve
Online
My Verizon Platforms
E-Commerce/
Learn & Small Business
Sales
Center
Market With a Digital Focus – Pricing, CTA, Spend

8. Digital must become a part of Verizon’s DNA

9. Shifting Marketing & Sales to Online
Channel Mix
100%
50%
0%
2009 2010 2011 2012
Online Traditional

10. Challenges
• Accelerate consumer behavioral changes
• Increase online channel productivity
• Maintain low channel cost

11. “When someone acknowledges us as
individuals and personalizes our experience
based on our unique characteristics, we
feel understood and valued. Our feelings of
good will increase. Our confidence grows.
Our tolerance broadens.
“Personalization casts a powerful spell!”
Waiting for Your Cat to Bark? Bryan & Jeffrey Eisenberg

12. A New Customer Experience – from
“One Size Fits All” to Personalized

13. Atomic Targeting
Get It Now
Sports
Consumer
Movies
Methodical
Intent
Family
Learn Collaborator
Technology
Opinion
Movers Shop
Seeker
Wheeler
FWK/Boomers Switchers Buy
FiOS Internet Dealer
Anonymous
& TV Young Adult
Singles and
Active Tech “What I
Shoppers
New
FiOS Internet Couples
want”
Acquisition
HSI
Default -
Anonymous
1st Visit Phone
New York
Return HSI Upsellr
Philadelphia
FiOS Upgrade
& Renewal
Florida Existing
HSI Upgrade &
Renewal
National
VASIP
…
Customer Product Shopping Shopping Shopping
Life Stage Passions
Geography Status Type Set Intent Stage Persona

14. Shopping Personas
The The Get It Done The Wheeler The Methodical The Opinion
Collaborator Decision Maker /Dealer Shopper Seeker
It’s difficult enough to
Too much detail I’d hate to make the
meet everyone’s I love the feeling of
slows me down. I just The more I know, the wrong choice so I
needs in the house – gaming the system
want to check this off less likely I am to be check with people
why does the process and getting a great
my to-do list as ripped off. who might know
have to be so deal.
quickly as possible. more than I do.
complex?

15. Operating Model
Dynamic Site
Audience Data
Infrastructure
Personal Web
Consistent & cumulative
Clear Business Objectives experiences across
moments of truth Robust CMS and Audience Analytics
Adaptive Learning –
Audience Focused Optimization

16. The Issues
•Transparency
•If you tell me what the info will be used for, I’ll tell you something about myself, as long
as I can connect the dots
•Privacy
•I’m okay with having data about myself used to enhance a service, but less cool with
profiling me for targeted advertising
•Validity
•On most days, I’ll trust the recommendations of my friends over the company’s. Why
should I trust what you’re telling me?