The document discusses marketing innovation and how marketing is shifting from creating ads to managing communities. It emphasizes engaging consumers in real-time and understanding context over content. New technologies allow marketing to work cooperatively with consumers to innovate products based on feedback from those on the "lunatic fringe" of using products. The relationship between marketing and technology should be cooperative, innovative, and simple.

1. PICK1
by
Digital Marketing Innovation
© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation

2. MARKETING INNOVATION
Catching up with changes
Identifying, Understanding, Activating, Responding
to changes in consumer behaviour and rhythm of the culture in which we do
business.
• 2B consumers online
• 200M twitter accounts
• 750M facebook users
• 50% of Internet traffic is on mobile
• 2011 mobile adv will top $1B
• 2014 50% of TV will be Internet connected
changes > responding
© H-art 2011 | All Rights Reserved | H-art is a WPP Company

3. MARKETING INNOVATION
New marketing
in old companies like Coca Cola
Where we need to be, as strategic imperative to the
company, critical need for us to stay relevant to young
consumers, relative to how we should be engaging with
people going forward:
1. We need to get into this environment
2. Mind expansion
3. Find out what’s out there
changes > responding > mind expansion
© H-art 2011 | All Rights Reserved | H-art is a WPP Company

4. MARKETING INNOVATION
The whole world where we are
just pushing messages out, is over.
The whole paradigm is shifting:
from creating ads to managing communities
The key:
1. How you engage
2. Get sticky
3. Stay relevant to consumers
changes > responding > mind expansion > from messages to communities
© H-art 2011 | All Rights Reserved | H-art is a WPP Company

5. MARKETING INNOVATION
How to Innovate Marketing
PAST
1. Strategic thinking
2. Creative executing
3. Distribution
PRESENT AND FUTURE
+4. Application of technology
+5. Consumer insight or market research
... > responding > mind expansion > from messages to communities > consumer insight + tech
© H-art 2011 | All Rights Reserved | H-art is a WPP Company

6. MARKETING INNOVATION
Technology & Marketing
Change
Relationship between marketing and
technology should be:
1. Cooperative TECHNOLOGY
MAGIC! MARKETING
2. Innovative
3. Simple
Change
... > work together with marketing
© H-art 2011 | All Rights Reserved | H-art is a WPP Company

7. MARKETING INNOVATION
Real time
Sweet spot is
when you have that many people engaging with your brand willing to give
feedback, how to laser in on that consumer that is on the lunatic fringe of using
your product and before you know it the product has been innovated again and
you need to get to the consumer quickly?
getting to consumers in real-time!
... > mind expansion > from messages to communities > consumer insight + tech > real-time
© H-art 2011 | All Rights Reserved | H-art is a WPP Company

8. MARKETING INNOVATION
It’s about the context!
It is not content but context that will matter most a decade or so from now. The
scarce resource will not be stuff, but point of view.
Content is an excuse and opportunity to create context
and to create relationships and strengthen ties
One way to think about this evolution is that as we empower the user through better
computers and better networks, we are going from content to context … It is
becoming less and less about content and more and more about context…”
- Joichi Ito
© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation

9. HOW TO REACH YOUR AUDIENCE ?
What is a Touchpoint?
Touchpoint is any instance when a client or potential
client comes into contact with your company.
Touchpoints are used prominently with offline businesses,
particularly in the retail industry, on receipts, bags, signage,
customer service counters, etc. The goal is to help customers
recognize and remember the brand.
But touchpoints can also be a valuable way for online
businesses to build brand loyalty and trust.
Any marketing communication, across all channels,
that ultimately leads to the desired customer action.
© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation

10. HOW TO REACH YOUR AUDIENCE ?
Customer Engagement
Customer Engagement (CE) is the descriptor for new marketing strategies that engage
customers on their own terms. CE refers to the engagement of customers with one another, with
a company or a brand. The initiative for engagement can be either consumer- or company-led
and the medium of engagement can be on or offline.
Customer engagement marketing places conversions into a longer term, more strategic
context. CE aims at long-term engagement, encouraging customer loyalty and
advocacy through word-of-mouth.
Due to the fragmentation and specialisation of media and audiences, as well as the proliferation
of community- and user generated content, businesses are increasingly losing the power to
dictate the communications agenda. Simultaneously, lower switching costs, the geographical
widening of the market and the vast choice of content, services and products available online
have weakened customer loyalty.
So today, leveraging customer contributions (aka opinions) is an
important source of competitive advantage – whether through advertising, user generated
product reviews, customer service FAQs, forums where consumers can socialise with one
another or contribute to product development.
© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation

11. HOW TO REACH YOUR AUDIENCE ?
Customer Engagement Types
Engagement is a holistic characterisation of a consumer's behaviour, encompassing a host of sub-aspects
of behaviour such as loyalty, satisfaction, involvement, Word of Mouth advertising, complaining and more.
Satisfaction: Satisfaction is simply the foundation, and the minimum requirement, for a continuing
relationship with customers. Engagement extends beyond mere satisfaction.
Loyalty - Retention: Highly engaged consumers are more loyal. Increasing the engagement of target
customers increases the rate of customer retention.
Word of Mouth advertising - advocacy: Highly engaged customers are more likely to engage
in free (for the company), credible (for their audience) Word of Mouth advertising. This can drive new
customer acquisition and can have viral effects.
Awareness - Effectiveness of communications: When customers are exposed to communication
from a company that they are highly engaged with, they tend to actively elaborate on its central idea. This
brings about high degrees of central processing and recall.
Filtering: Consumers filter, categorise and rate the market from head to tail, creating multiple,
overlapping folksonomies through tagging, reviewing, rating and recommending.
Complaint-behaviour: Highly engaged customers are less likely to complain to other current or
potential customers, but will address the company directly instead.
Marketing intelligence: Highly engaged customers can give valuable recommendations for
improving quality of offering.
© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation

12. CREATE! SHARE! SELL!
Pick1 Rewarding for dummies
Attach a reward coupon to your poll to engage friends and
people! When they vote, they will receive your reward as a
token of appreciation.
You can create and attach a reward coupon, such a
discount or free gift, to be used as a printable pdf or digital
coupon code. It can be redeemed by the user at your
business, retail store, or website, or at your convenience.
It's the perfect engagement tool to attract more visitor to
your business or website, or just simply to engage users to
vote your poll. It's the latest frontier of marketing, and it's a
win win for both the voter and poller. The user will receive
the reward after the vote has been casted.
Happy engagement!
© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation

13. PICK1 TOUCHPOINTS
Pick1 works with cross-media multiple touchpoints
Web Site: brand website or blog
Social Media: on the brand fan page on FaceBook / LinkedIn / Twitter
OOH / DOOH billboards and panels (Out Of Home / Digital Out Of Home)
using NFC (Near Field Communication) and Bluetooth
QR codes
Cell phone: free phone rings, via 1Ring.com | Doochoo
Online Advertising
Videos and Video Ads (embedded or hyperlinked)
Email Marketing (newsletters or in email signatures)
Webinars and Teleclasses
Customer Service
Press Releases
Invoices
© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation

14. WIN-WIN PROPOSITIONS
WIN-WIN propositions for Brands
1. better communication → new communication channel
between brands and users
2. innovative marketing and branding → getting to
people in innovative ways, engagement of the users
3. real-time market research → people are highly engaged,
offering their opinions and being rewarded, double engagement
4. more selling opportunities: quick conversions and sales
→ people will be more bound to buy from the brand with discounts and
special offers
© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation

15. WIN-WIN PROPOSITIONS
WIN-WIN propositions for Users
1. get satisfaction → speak to brands in innovative ways, and feel
actively engaged
2. make money! → people are rewarded for their opinions
3. be influential → share with the community (double reward) →
because the community doesn’t know it yet
+
content is an excuse and opportunity to create context and
to create relationships and strengthen ties
© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation

16. Would you use Pick1 for your Business?
ANSWER HERE Paolo Privitera
Co-founder and CEO, Doochoo Inc.
Armando Biondi
Co-founder and President, Doochoo Inc.
Contact us paolo@doochoo.com
armando@doochoo.com
http://www.pick1.com/poll/478 Link us linkedin.com/in/paoloprivitera
linkedin.com/in/armandobiond
:) Thank you