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Michelle Thomas  Aaron Magness Zappos, Inc
Goals of “The   Zappos” <ul><li>In 12 months we will have a.... </li></ul><ul><ul><li>10% Increase in sales </li></ul></ul...
Goals of “The   Zappos” <ul><li>This will be accomplished via... </li></ul><ul><ul><li>Long Tail, Multi-Platform Media </l...
The Long Tail   Media Buy <ul><ul><li>Avoid High Priced DMA / MSAs </li></ul></ul><ul><ul><li>Buy on CPM within Target Dem...
Media   Anaytics <ul><ul><li>Web Traffic / Conversions </li></ul></ul><ul><ul><li>Phone Calls </li></ul></ul><ul><ul><li>C...
Campaign   Optimization  <ul><ul><li>Media Type </li></ul></ul><ul><ul><li>Targeted Demographic </li></ul></ul><ul><ul><li...
Internet   Presence  Site Uniques  Monthly Delta Annual Delta # of Top Traffic Referrals Sites Zappos 5,565,112 -2.56% 31....
Internet   Threat  Site Uniques  Monthly Delta Annual Delta # of Top Traffic Referrals Sites Zappos 5,565,112 -2.56% 31.11...
Campaign   Optimization  <ul><ul><li>Media Type </li></ul></ul><ul><ul><li>Targeted Demographic </li></ul></ul><ul><ul><li...
Social Media   Optimization  <ul><ul><li>1% Media Spend is on Social Media </li></ul></ul><ul><ul><li>5,551 Influential Po...
Social Media   Goal  <ul><ul><li>Drive 2-5x in Additional Social Media </li></ul></ul><ul><ul><li>1x = 10% of Total Zappos...
Adreka   Overview Adreka delivers a breakthrough in process automation making advertising more accessible, affordable, and...
Today's Advertiser   Pain
Tomorrow’s Media   Solution
Tomorrow’s Media   Solution
Tomorrow’s Media   Solution
Tomorrow’s Media   Solution
Tomorrow’s Media   Solution
Tomorrow’s Media   Solution
Tomorrow’s Media   Solution
Tomorrow’s Media   Solution
Tomorrow's Advertiser   Relief
Services  Integration
Industry  Players
<ul><li>John Cataldi, CEO </li></ul><ul><li>Barry Derrick, COO </li></ul><ul><li>Lisa Graham, Creative Director </li></ul>...
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Zappos Ppt

consulted for Zappos Shoes on creating better consumer marketing ROI via effective and measured social, traditional, online, and mobile branded campaings

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Zappos Ppt

  1. 1. Michelle Thomas Aaron Magness Zappos, Inc
  2. 2. Goals of “The Zappos” <ul><li>In 12 months we will have a.... </li></ul><ul><ul><li>10% Increase in sales </li></ul></ul><ul><ul><li>30-50% Less Wasted Media </li></ul></ul><ul><ul><li>10% Reduction in Client CPA </li></ul></ul><ul><ul><li>% of Agency Compensation based on Performance </li></ul></ul>
  3. 3. Goals of “The Zappos” <ul><li>This will be accomplished via... </li></ul><ul><ul><li>Long Tail, Multi-Platform Media </li></ul></ul><ul><ul><li>Traditional, Interactive, and Social Media Analytics </li></ul></ul><ul><ul><li>Monthly Campaign Optimization </li></ul></ul><ul><ul><li>Using Social Media to Reduce Price Comparisons by Selling Value </li></ul></ul>
  4. 4. The Long Tail Media Buy <ul><ul><li>Avoid High Priced DMA / MSAs </li></ul></ul><ul><ul><li>Buy on CPM within Target Demographic </li></ul></ul><ul><ul><li>Round Robin Media Purchases </li></ul></ul><ul><ul><li>Use Analytics to Measure Conversions </li></ul></ul>
  5. 5. Media Anaytics <ul><ul><li>Web Traffic / Conversions </li></ul></ul><ul><ul><li>Phone Calls </li></ul></ul><ul><ul><li>Coupons </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><li>Mobile Media </li></ul></ul>
  6. 6. Campaign Optimization <ul><ul><li>Media Type </li></ul></ul><ul><ul><li>Targeted Demographic </li></ul></ul><ul><ul><li>Targeted Geographic </li></ul></ul><ul><ul><li>Format </li></ul></ul><ul><ul><li>Flight </li></ul></ul><ul><ul><li>Day Part </li></ul></ul><ul><ul><li>Cost vs Conversions </li></ul></ul>
  7. 7. Internet Presence Site Uniques Monthly Delta Annual Delta # of Top Traffic Referrals Sites Zappos 5,565,112 -2.56% 31.11% 4,552 ShoeBuy 2,565,244 -2.50% 12.57% 0 Shoes 1,463,109 3.01% 10.89% 0 Net-A-Porter 186,332 3.90% 44.29% 0 BlueFly 829,577 -4.33% 18.71% 0
  8. 8. Internet Threat Site Uniques Monthly Delta Annual Delta # of Top Traffic Referrals Sites Zappos 5,565,112 -2.56% 31.11% 4,552 BizRate 16,100,826 -3.42% -18.51% 9,712 Shopzillia 10,638,875 3.69% -15.78% 8,156 Amazon 66,254,538 3.25% 20.56% 97,937 Macys 9,382,307 3.17% 23.28% 6,864
  9. 9. Campaign Optimization <ul><ul><li>Media Type </li></ul></ul><ul><ul><li>Targeted Demographic </li></ul></ul><ul><ul><li>Targeted Geographic </li></ul></ul><ul><ul><li>Format </li></ul></ul><ul><ul><li>Flight </li></ul></ul><ul><ul><li>Day Part </li></ul></ul><ul><ul><li>Cost vs Conversions </li></ul></ul><ul><ul><li>Social Media Re-enforcement </li></ul></ul>
  10. 10. Social Media Optimization <ul><ul><li>1% Media Spend is on Social Media </li></ul></ul><ul><ul><li>5,551 Influential Posts </li></ul></ul><ul><ul><li>80% Influencers give Positive Perception </li></ul></ul><ul><ul><li>Influence Drives +10% FREE Traffic </li></ul></ul>
  11. 11. Social Media Goal <ul><ul><li>Drive 2-5x in Additional Social Media </li></ul></ul><ul><ul><li>1x = 10% of Total Zappos Traffic </li></ul></ul><ul><ul><li>2-5x = 1-2.5 MM Additional Visitors </li></ul></ul>
  12. 12. Adreka Overview Adreka delivers a breakthrough in process automation making advertising more accessible, affordable, and accountable.
  13. 13. Today's Advertiser Pain
  14. 14. Tomorrow’s Media Solution
  15. 15. Tomorrow’s Media Solution
  16. 16. Tomorrow’s Media Solution
  17. 17. Tomorrow’s Media Solution
  18. 18. Tomorrow’s Media Solution
  19. 19. Tomorrow’s Media Solution
  20. 20. Tomorrow’s Media Solution
  21. 21. Tomorrow’s Media Solution
  22. 22. Tomorrow's Advertiser Relief
  23. 23. Services Integration
  24. 24. Industry Players
  25. 25. <ul><li>John Cataldi, CEO </li></ul><ul><li>Barry Derrick, COO </li></ul><ul><li>Lisa Graham, Creative Director </li></ul><ul><li>Steve Beckett, Witness & Openspan </li></ul><ul><li>Dr. Benn Konsynski, Netscape, Yahoo Advisor </li></ul>Management Team

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