Converseon Capability Overview

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Converseon Capability Overview

September, 2011

© 2011 Converseon Inc. Proprietary and Confidential

1

© 2011 Converseon Inc. Proprietary and Confidential

Agenda

1.
Converseon

2.
Capabilities

3.
Experience

4.
People

2

»

© 2011 Converseon Inc. Proprietary and Confidential

Full Service Agency

3

Source
:

The

Forrester

Wave™
:

Listening

Platforms,

Q
3

2010
,

July

2010

The

Forrester

Wave

is

copyrighted

by

Forrester

Research,

Inc
.

Forrester

and

Forrester

Wave

are

trademarks

of

Forrester

Research,

Inc
.

The

Forrester

Wave

is

a

graphical

representation

of

Forrester's

call

on

a

market

and

is

plotted

using

a

detailed

spreadsheet

with

exposed

scores,

weightings,

and

comments
.

Forrester

does

not

endorse

any

vendor,

product,

or

service

depicted

in

the

Forrester

Wave
.

Information

is

based

on

best

available

resources
.

Opinions

reflect

judgment

at

the

time

and

are

subject

to

change
.

The Forrester Wave: Listening Platforms

Converseon

“Converseon has a broad understanding of
how ..to effect change across marketing,
customer service and sales departments…
measure success and impact the key KPIs …
and tie into more traditional CRM
transformation approaches.



strength in B2B use of social media…
gives Converseon an advantage over
competitors in B2B
.”

Gartner Says:

“Best Socialized Company (with IBM)”

“Best Social Agency”

“Top Ten Smartest Big Brands”

Example Awards

© 2011 Converseon Inc. Proprietary and Confidential

Converseon enables enterprises to infuse social intelligence throughout the customer
experience.

4


Informed offers & nurturing


Create forums for customers

to grow affinity for the brand.


Identify new opportunities to

improve products & services.


Align service strategy

to customer needs.


Enrich segmentation insights

and treatment modules.


Decrease costs of customer

satisfaction surveys.



Amplify reach of traditional
advertising (Print, TV & Web).


Mine conversations to inform

product messaging, product
design, and campaign design.



Mine conversations to measure
pre and post
-
campaign changes.


Empower customers to create

experience
-
based word
-
of
-
mouth.


Establish relationships with influencers

who define consideration sets.


Identify properties to buy media where

conversations occur.


Ensure that product reviews are

available wherever consumers consider

their options.


Ensure that consumers can find answers to
product questions wherever they may search.


Empower internal experts to respond to
customer needs for information.


Ensure accurate user
-
generated content.


Align customer treatment, marketing and sales
around customer intent.


Understand drivers of sentiment


throughout the purchase funnel.


Let customers buy product


wherever they want.


Integrate social media

measurement with internal
metrics.


Ensure sustainable adverse event

reporting processes when mining online

conversations.


Identify & respond to customer issues

in real
-
time.


Personalize responses based on customer
insight from across social & traditional
channels.


Align customer support around customer
intentions.


Decrease average cost per interaction.


Motivate customer feedback

in social channels.


Create campaigns that require

product use & campaign
sharing.

© 2011 Converseon Inc. Proprietary and Confidential

Converseon has helped leading global brands achieve business outcomes through
social media since 2001.

5

Example Clients

B2B

B2C

© 2011 Converseon Inc. Proprietary and Confidential

Agenda

1.
Converseon

2.
Capabilities

3.
Experience

4.
People

6

»

© 2011 Converseon Inc. Proprietary and Confidential


Listen

Measure

Social and digital
measurement
frameworks,
tools and
services

Understand and
monitor
conversations,
topics, voices,
venues

Listen

Engage

Implement
strategies and
tactics across
channels for
business outcomes

External execution
strategies and
tactics, and
internal operating
strategies

Organize

Our Process

7

© 2011 Converseon Inc. Proprietary and Confidential



Converseon Services

8



Listen

Organize

Engage

Measure

»
Brand health

»
Brand values

analysis

»
Competitive

intelligence

»
Compliance monitoring

»
Conversation
Miner
TM

real
-
time dashboard

»
Consumer insights

»
Digital ethnography

»
Influencer analysis

»
Monitoring services

»
Purchase funnel
analysis

»
Real
-
time

conversation
analysis

»
Sentiment voice, venue
and topic analysis

»
Centers of excellence

»
Enterprise publishing

»
Functional capability
architectures

»
Marketing

process
improvement

»
Measurement and
reporting design and
implementation

»
Social capability
diagnostics

»
Social media operating
strategy

»
Social workforce
enablement

»
Training and policy
development

»
Affiliate marketing

»
Communication strategy

»
Content development

»
Content

audit

»
Campaigns
-
in
-
a
-
box

»
Conversation
Helper
TM

workforce enabler

»
Email and e
-
newsletters

»
Influencer and
community management

»
Mobile marketing

»
Media plans and buys

»
Salesforce

enablement

»
SEO and SEM

»
Social media
optimization

»
Best practices landscape
analysis

»
Brand awareness
measurement

»
Campaign measurement

»
Competitive analysis

»
Customer satisfaction
measurement

»
Digital

and social
m
easurement framework

»
Industry benchmarking

»
Performance scorecards

»
Reporting services

»
Social personas

© 2011 Converseon Inc. Proprietary and Confidential



Converseon Services

9



Listen

Organize

Engage

Measure

»
Brand health

»
Brand values

analysis

»
Competitive

intelligence

»
Compliance monitoring

»
Conversation
Miner
TM

real
-
time dashboard

»
Consumer insights

»
Digital ethnography

»
Influencer analysis

»
Monitoring services

»
Purchase funnel
analysis

»
Real
-
time

conversation
analysis

»
Sentiment voice, venue
and topic analysis

»
Centers of excellence

»
Enterprise publishing

»
Functional capability
architectures

»
Marketing

process
improvement

»
Measurement and
reporting design and
implementation

»
Social capability
diagnostics

»
Social media operating
strategy

»
Social workforce
enablement

»
Training and policy
development

»
Affiliate marketing

»
Communication strategy

»
Content development

»
Content

audit

»
Campaigns
-
in
-
a
-
box

»
Conversation
Helper
TM

workforce enabler

»
Email and e
-
newsletters

»
Influencer and
community management

»
Mobile marketing

»
Media plans and buys

»
Salesforce

enablement

»
SEO and SEM

»
Social media
optimization

»
Best practices landscape
analysis

»
Brand awareness
measurement

»
Campaign measurement

»
Competitive analysis

»
Customer satisfaction
measurement

»
Digital

and social
m
easurement framework

»
Industry benchmarking

»
Performance scorecards

»
Reporting services

»
Social personas

© 2011 Converseon Inc. Proprietary and Confidential

Conversation Miner

10

»
24/7 real
-
time monitoring

»
Automated email alerts

»
Workflow for task categorization,
assignment and tracking

»
Machine
-
learning technologies use
Converseon research services to
improve relevance for each brand

»
Clients who purchase research services
can access research data via interactive

»
Available reporting services as you scale
internal staff

»
Available training and support


R
eal
-
time monitoring of social media and online conversations to identify engagement opportunities
and monitor threats to the brand.

© 2011 Converseon Inc. Proprietary and Confidential

Understand the online conversation about brands and products.

Brand and Product Conversation Analysis


11

»
Understand what’s
being said and how
you
can harness
the
conversation to impact
strategy
and sales

»
Proprietary technologies and professional
analysts enable rapid, large
-
scale, human
analysis of online conversations.

»
Accurate sentiment scoring and topic
identification and voice identification

»
Identification of sentiment drivers (e.g.,
price, service, packaging)

»
Understand factors affecting
purchase
intent, emotions
and
more

»
Custom reports answer your business
questions

»
Recurring reports can be configured for
cost
-
effective analysis

© 2011 Converseon Inc. Proprietary and Confidential

Understand the online conversation for a sector, sub
-
sector or topic.

Industry and Category Conversation Analysis


12

»
Understand
the nature of conversations
about
your industry

»
Understand preferences and sentiment
toward brands in the category

»
Identify competitor strengths and
weaknesses

»
Identify
opportunities for social media
engagement

»
Receive actionable insights that inform
engagement strategies and tactics

»
Measure
brand awareness and
perception

»
Available strategy and planning services to
translate findings into executable plans

© 2011 Converseon Inc. Proprietary and Confidential

Influencer Identification and Mapping


13

»
Understand who influences
conversations
within your brand or category

»
Understand relative influence, and the flow
of influence within your defined category
(e.g., how the Influencers affect each other)

»
Define the scope of the category to fit your
needs

»
Identify influencers across all relevant social
channels, including blogs, forums, twitter,
Facebook, LinkedIn,
Xanga
, etc.

»
Prioritize
your outreach
efforts

»
Available outreach planning and execution
services

»
Optional online Influencer relationship
management tool (similar to CRM)

»
Receive Influencer data via report
documents or Influencer CRM web tool

Identify and map the most influential people in online conversations about a topic, category or brand.

© 2011 Converseon Inc. Proprietary and Confidential

Measure customer satisfaction through online research.

Customer Satisfaction Analysis


14

»
Customer satisfaction models based on
research with the University of Maryland
and University of Wisconsin

»
High correlation with traditional satisfaction
surveys, where conversation volumes are
sufficient

»
Faster time to insight versus traditional
surveys

»
Richer supporting data for root cause
analysis and prioritization

»
Inform new topic profile configurations for
your social customer service teams

»
Prioritize topics for consumer care to
explore with customers for more information

© 2011 Converseon Inc. Proprietary and Confidential

Gain insights fast into the social media conversation for a particular brand, product or category.

Quick Answer Reporting


15

»
Quickly understand the level of
conversation, its subtopics, the vocabulary
being used and where the conversation is
taking place

»
Crisis management and PR support

»
Quick, reliable analysis and
recommendations

»
Available recommendation support from
professional crisis management and social
engagement experts

© 2011 Converseon Inc. Proprietary and Confidential

Understand the brands and issues discussed online by people interested in a particular theme.

Interest Group Reporting


16

»
Understand
the unique characteristics,
perceptions and behavior of
target
audiences

»
Match
product offerings, marketing
campaigns and outreach efforts
to
consumer needs and
desires that may
evolve over time

»
Enrich your segmentation models

»
Understand related topics that each
segment or voice participates

»
Identify behaviors of each segment or voice,
by venue type

»
Measure sentiment by topic, by segment or
voice

© 2011 Converseon Inc. Proprietary and Confidential

Campaign
Reporting


Understand the online conversation around a marketing campaign.

17

»
Plan, optimize and analyze the impact of
your campaign or event in social media

»
Assess the impacts of your campaigns on
social conversations

»
Measure
the
social reach
and effectiveness
of campaigns, marketing events or product
launches

»
Reports can be recurring, pre
-
and post
-
campaign, or one
-
time

»
Available scorecard, KPI and metric design
and implementation services

»
Available advisory services for
improving
campaign
performance

© 2011 Converseon Inc. Proprietary and Confidential

Digital Ethnography


Understand how consumer segments use and engage with information shared through social media.

18

»
Understand precisely
how
a
target
audience
uses
social
media

»
Understanding
the way a particular
consumer segment uses social media to
discuss or interact with one another about a
specific
theme

»
Understand how memes develop

»
Understand how
cultural identities and
social patterns impact online
activities

© 2011 Converseon Inc. Proprietary and Confidential

Brand Values Analysis


Understand how your brand is perceived in social media and map online conversation to key brand
values.

19

»
Judge
marketing effectiveness and
opportunity by understanding
the extent to
which their brand values are reflected in
online
conversation

»
Map the
online conversation to brand
values

»
Expert
understanding of the variety of
language and semiotics in online
conversation

»
Include data
from the full range of social
media
channels

»
Insight
into the language used to discuss a
brand online,
real
-
world
examples of brand
values being
discussed

»
Quantitative
analysis of individual brand
values and their resonance
online

»
Assess the
extent to which employees and
partners infuse their online conversation
with key brand
values

© 2011 Converseon Inc. Proprietary and Confidential

Real
-
Time Monitoring Support


Track social media buzz and reactions to events, announcements, campaigns or crises in real time.

20

»
24/7 monitoring by trained professionals, in
the U.S., Europe and Asia

»
Can be selectively used during high need
events, such as crises or marketing events

»
Support PR, media relations,
brand
management, product management, etc.

»
Comprehensive coverage of social venues
including blogs, forums, Twitter, Facebook,
LinkedIn,
Xanga
, etc.

»
Select additional targeted web sites for
monitoring as desired

»
Our analysts can use our tools or yours, if
you already subscribe to a monitoring
platform

»
Available recommendation services from
crisis and engagement experts

© 2011 Converseon Inc. Proprietary and Confidential

Coding Services


Score social media messages from any source for a variety of standard and custom metrics.

21

»
Our professional staff hand
-
classify a
statistically significant sample of the
conversation, for accurate, representative
analysis

»
Every relevant message is scored for
attributes based on your business needs,
customized to your organization and goals

»
Receive the coded records in Excel, PPT
charts or an online web tool which supports
interactive analysis of the data

»
Social
media data analyzed by humans,
ensuring the highest
possible relevance
and
action

»
Available advisory services for strategy and
tactic planning

© 2011 Converseon Inc. Proprietary and Confidential

22

Human Coded Data For Your Analysis

We offer a web
-
based tool for you to run reports using human
-
coded conversation data, which
provides reliable sentiment scoring, and custom metrics based on your business needs.

»
Uncover
the accurate sentiment
toward
your
products and services, and understand how
sentiment
changes by venue
and
consumer
segment

»
Identify drivers of post
-
purchase sentiment

»
Explore the nature of conversation around
your
brand, to understand whether people
are
asking questions, recommending, or
simply documenting their
experiences

»
Understand how different audiences
perceive your brand and your competitors

»
Recognize the emotions your brand
produces in consumers

© 2011 Converseon Inc. Proprietary and Confidential



Converseon Services

23



Listen

Organize

Engage

Measure

»
Brand health

»
Brand values

analysis

»
Competitive

intelligence

»
Compliance monitoring

»
Conversation
Miner
TM

real
-
time dashboard

»
Consumer insights

»
Digital ethnography

»
Influencer analysis

»
Monitoring services

»
Purchase funnel
analysis

»
Real
-
time

conversation
analysis

»
Sentiment voice, venue
and topic analysis

»
Centers of excellence

»
Enterprise publishing

»
Functional capability
architectures

»
Marketing

process
improvement

»
Measurement and
reporting design and
implementation

»
Social capability
diagnostics

»
Social media operating
strategy

»
Social workforce
enablement

»
Training and policy
development

»
Affiliate marketing

»
Communication strategy

»
Content development

»
Content

audit

»
Campaigns
-
in
-
a
-
box

»
Conversation
Helper
TM

workforce enabler

»
Email and e
-
newsletters

»
Influencer and
community management

»
Mobile marketing

»
Media plans and buys

»
Salesforce

enablement

»
SEO and SEM

»
Social media
optimization

»
Best practices landscape
analysis

»
Brand awareness
measurement

»
Campaign measurement

»
Competitive analysis

»
Customer satisfaction
measurement

»
Digital

and social
m
easurement framework

»
Industry benchmarking

»
Performance scorecards

»
Reporting services

»
Social personas

© 2011 Converseon Inc. Proprietary and Confidential

»
Utilize digital and social subject matter experts
from across Converseon

»
Optional competitive assessments and
conversation benchmarks to inform operating
strategy

»
Benchmark internal capabilities against cross
-
industry benchmarks

»
Identify projects and programs required to achieve
needed capabilities

»
Achieve cross
-
functional consensus on actions
and plans

»
Define a 12


24 month Road Map and 30
-
day
Action Plan

»
Establish business cases for selected initiatives or
actions



Social Capability Diagnostic

Inventory existing capabilities across business units and functional areas, then achieve cross
-
functional consensus on internal capabilities and actions required to achieve business goals.

24



Proven Diagnostic Approach

Proprietary Best
Practices Database

Capability Scoring
Frameworks

© 2011 Converseon Inc. Proprietary and Confidential

Social Workforce Enablement

Enable superiors performance in social media among select employees, subject matter experts,
marketers, sales staff and channel partners.

25

»
Manage, optimize and measure performance of
content through employees and channel partners

»
Training, coaching and professional development

»
Policy and compliance design and management

»
Performance measurement and rewards

»
Technology strategy, selection and road map

»
Content and calendar management

»
Available proprietary web

tools used by brands
including IBM and Citrix



Employees

Partners

Influencers

© 2011 Converseon Inc. Proprietary and Confidential

»
Determine what are the brand’s current
capabilities in content creation, technical
development, and distribution

»
Establish what current needs are and which
opportunities exist

»
Understand what policies need to be put in place
to reach business objectives


Content and Visibility Assessment

Achieving substantial business value from social media and digital assets require key insights into the
Content, Technology, and Workflow that factor into an optimized campaign

26

Ranking

Content

(Research, Analysis, Copywriting)

Keywords
• Copy

• Tags


Inclusion

Technology

(UX, Server Performance, Feeds)

Infrastructure
• Coding

• Navigation

Corporate Culture

Workflow

(Governance, Compliance)

Metrics
• Content Management

• Distribution



© 2011 Converseon Inc. Proprietary and Confidential



Converseon Services

27



Listen

Organize

Engage

Measure

»
Brand health

»
Brand values

analysis

»
Competitive

intelligence

»
Compliance monitoring

»
Conversation
Miner
TM

real
-
time dashboard

»
Consumer insights

»
Digital ethnography

»
Influencer analysis

»
Monitoring services

»
Purchase funnel
analysis

»
Real
-
time

conversation
analysis

»
Sentiment voice, venue
and topic analysis

»
Centers of excellence

»
Enterprise publishing

»
Functional capability
architectures

»
Marketing

process
improvement

»
Measurement and
reporting design and
implementation

»
Social capability
diagnostics

»
Social media operating
strategy

»
Social workforce
enablement

»
Training and policy
development

»
Affiliate marketing

»
Communication strategy

»
Content development

»
Content

audit

»
Campaigns
-
in
-
a
-
box

»
Conversation
Helper
TM

workforce tool

»
Email and e
-
newsletters

»
Influencer and
community management

»
Mobile marketing

»
Media plans and buys

»
Salesforce

enablement

»
SEO and SEM

»
Social media
optimization

»
Best practices landscape
analysis

»
Brand awareness
measurement

»
Campaign measurement

»
Competitive analysis

»
Customer satisfaction
measurement

»
Digital

and social
m
easurement framework

»
Industry benchmarking

»
Performance scorecards

»
Reporting services

»
Social personas

© 2011 Converseon Inc. Proprietary and Confidential

Sales

Account Teams

Digital

B2B Marketing and Sales Enablement Assets

Social media are critical to the majority of marketing assets and programs throughout the B2B sales
cycle.

28

Aware

Consider

Demo

Opportunity

Propose

Close

Traditional Assets


Newsletter


Qualification



Engagement Follow
-
Up
Assets


oecycled kurtured
mrograms



Account Campaigns


Customer Kickoff Program


nuarterly Client mrogram

Social
-
Enabled Assets


Web site nurturing


airect

response nurture


tebinar


pblI pbM


Associations


Affiliates and fnfluencers


maid Media


pocial ketworks


Blogs, Forums, Ratings



iive bvents


pales Campaign in a Box


Case ptudiesI olf Content


lnline aemo


teb Activity Analysis


Competitive Battle Cards



lnline rser droups


Client rser droup

© 2011 Converseon Inc. Proprietary and Confidential

Engagement Project Approach (Example)

29

1. Build Foundation & Plan


Audit website technical issues, content
strategy, and business value


Provide an interactive project plan

2. Execute


Decide ownership of key tasks


Implement short
-
term fixes


Devise long
-
term strategies

Paid
Media

SEO

SEM

Social
Media

Mobile

Cross
-
Sell

3. Analyze & Optimize


Provide on
-
going reporting on campaign
performance based on channel


Assess performance against
measurement plan objectives and goals


Develop insights based on user behavior


Formulate recommendations for
optimization


Assess competitive landscape


Confirm target audiences


Define goals and social purpose


Solidify social media properties


Train and activate Next Jump internal
teams


Launch social campaigns


Conduct competitive keyword audit


Align keywords, ad copy & landing page for
optimum customer experience


Build out campaigns across top search
engines


Optimize and manage to meet target cost
per new registrant


Understand target audience


Recommend sites and budget allocation


Present creative concepts


Implement conversion tags on website


Traffic creative tags


Identify sites and networks for mobile
banner advertising


Present concept and user experience for
app


Traffic creative banners and tags to
publishers


Develop mobile application and submit for
platform approval


Analyze existing customer behavior


Cluster customers into segments


Develop test and learn plan


Build out algorithm


Develop appropriate creative and
messaging

© 2011 Converseon Inc. Proprietary and Confidential

»
Combines enterprise SEO with advanced
digital asset optimization (DAO) techniques
to achieve optimal performance in today’s
real
-
time and social search engines

»
Assess the Content, Technology, and
Business drivers of search performance to
quickly define actions required to improve
performance

»
Dissect reputation drivers with a unique
spectrum analysis while tracking the
traditional concerns of web traffic, search
rank, and volume

»
Available Enterprise Site Search Dashboard
monitors the ROI of internal search as well
as customer experience to give clear next
steps on how to best improve results

30

SEO

Improve lead generation and brand reputation through search results.

© 2011 Converseon Inc. Proprietary and Confidential

Social Property Management

»
Create a central and clear voice that
consumers can easily identify and engage

»
Coordinate key stakeholders and determine
a cohesive editing and publishing process

»
Monitor social media properties on a daily
basis and create a response plan for social
media engagement, prioritizing messaging
and working with key stakeholders to
ensure timeliness and effectiveness

»
Define the toolset to be used by staff
engaging on social media, including existing
and new tools required

»
Attract a central community that aligns with
Sylvania’s target audiences

Establish a consistent and reliable presence within social spaces.

© 2011 Converseon Inc. Proprietary and Confidential

Editorial Calendar

32

Relevant and up
-
to
-
date editorial calendars ensure messaging that is coordinated and collaborative.

»
Online visibility into communications and
marketing milestones across business units
or functional areas

»
Converseon will work with appropriate
Osram

Sylvania’s key stakeholders to
create editorial calendars to improve
engagement within social media properties

»
Available content audit to ensure alignment
with the goals of each participating Sylvania
team

»
Define and implement content standards
according to target audience needs, internal
business goals, and best practices in social
media, including SEO and engagement
drivers

© 2011 Converseon Inc. Proprietary and Confidential

33

Social Campaign Strategy and Execution

»
Execution tied to business objectives

»
Integrated social media plans that align with
measurable business outcomes and
Sylvania’s target audiences

»
Unite and move the audiences through a
resonating social purpose

»
Implement innovative tactics that move the
needle on strategic goals, create cross
-

traffic opportunities, and amplify results.

»
Available pre
-

and post
-
campaign
measurement services embedded in the
strategy and execution

Develop and launch social media campaigns to align with existing initiatives or to support overall
business objectives.

© 2011 Converseon Inc. Proprietary and Confidential

Event Activation

34

»
Maximize the success of events by
integrating social media elements.

»
Evaluate and determine the best channels
to execute and support events

»
Compile a social media plan that drives
engagement before, during and after the
event

»
Develop content messaging to align with
event details

»
Available on
-
site support and coordination
of internal teams

»
Available crisis response planning.

Ensure maximized social media participation and engagement at events.

© 2011 Converseon Inc. Proprietary and Confidential

35

Influencer Management and Outreach

»
Identify online influencers that affect your
brand, products, category or other select
topics

»
Understand the connectivity of influencers,
for planning influencer outreach efforts

»
Available influencer outreach planning and
support services that ensure authentic and
rewarding relationships with influencers

»
Available relationship management and
tracking services to ensure that
relationships with influencers grow
effectively over time

Build a targeted influencer outreach programs to create conversations and build long
-
term advocacy
with influencers.

© 2011 Converseon Inc. Proprietary and Confidential

36

Search Engine Marketing

»
Preliminary audit to ensure proper budget
allocation and quality score ratings

»
Build to allow for strategic expansion, best
customer experience and optimized results

»
Recommendations from extensive
competitor analysis, client goals, target
audience, and available assets, as well as
target’s location, primary devices and online
behavior

»
Keyword research to reach client goals at
client goal budget and CPA.

»
Tight management and optimization across
search engines and networks to improve
performance of ad copy, creative, landing
page, keywords, negative keywords, and
placement

»
Ongoing recommendations, account
changes, suggested tests and performance
reports

Drive traffic and increase awareness through targeted ads on major search engines.

© 2011 Converseon Inc. Proprietary and Confidential

37

Paid Media

»
Define the most effective digital media
plans, across all available networks and
media

»
Deliver your brand’s message to the right
audience using the most efficient digital
media vehicle

»
Increase conversations and brand advocacy
within social media venues

»
Negotiate and manage partnerships with
properties to maximize your investment and
manage all post
-
campaign reconciliation
with media vendors

»
Award
-
winning creative team can create
and execute using the latest, emerging
technologies

Full
-
service digital media capabilities, optimized based on campaign/brand benchmarks and goals.

© 2011 Converseon Inc. Proprietary and Confidential

Mobile

Mobile SEO Services

»
Link Building

»
SEO

»
Mobile Web Optimization

Mobile Agency Services

»
Campaign Management

»
Mobile Integration

»
Mobile Media Planning

Mobile strategy and execution services including mobile SEO services, mobile agency services and
mobile marketing services.

Mobile Marketing Services

»
SMS Marketing

»
Multimedia Messaging

»
Mobile Web CMS

»
Mobile Application Development

»
Bluetooth Applications

»
Mobile Couponing

»
LBS Applications

»
Voting

»
Quizzes

»
Games

»
QR Code Creation

»
Mobile Attribution Studies

»
Augmented Reality

© 2011 Converseon Inc. Proprietary and Confidential

39

Influencer Management

Build and manage relationships with the online influencers who impact your brand reputation, and
the online conversations that affect your brand and products.

»
Proprietary methodology for prioritizing, building
relationships with select online influencers, and
measuring performance of influencer
management efforts

»
Optimize the time your employees spend
managing relationships

»
Build the online influence of your subject matter
experts by helping them build relationships with
key influencers

»
Available online tool for managing Influencer
outreach and relationships, including influencer
database, workflow and task management, and
relationship tracking

© 2011 Converseon Inc. Proprietary and Confidential



Converseon Services

40



Listen

Organize

Engage

Measure

»
Brand health

»
Brand values

analysis

»
Competitive

intelligence

»
Compliance monitoring

»
Conversation
Miner
TM

real
-
time dashboard

»
Consumer insights

»
Digital ethnography

»
Influencer analysis

»
Monitoring services

»
Purchase funnel
analysis

»
Real
-
time

conversation
analysis

»
Sentiment voice, venue
and topic analysis

»
Centers of excellence

»
Enterprise publishing

»
Functional capability
architectures

»
Marketing

process
improvement

»
Measurement and
reporting design and
implementation

»
Social capability
diagnostics

»
Social media operating
strategy

»
Social workforce
enablement

»
Training and policy
development

»
Affiliate marketing

»
Communication strategy

»
Content development

»
Content

audit

»
Campaigns
-
in
-
a
-
box

»
Conversation
Helper
TM

workforce enabler

»
Email and e
-
newsletters

»
Influencer and
community management

»
Mobile marketing

»
Media plans and buys

»
Salesforce

enablement

»
SEO and SEM

»
Social media
optimization

»
Best practices landscape
analysis

»
Brand awareness
measurement

»
Campaign measurement

»
Competitive analysis

»
Customer satisfaction
measurement

»
Digital

and social
m
easurement framework

»
Industry benchmarking

»
Performance scorecards

»
Reporting services

»
Social personas

© 2011 Converseon Inc. Proprietary and Confidential

Digital and Social Measurement Framework

41

Our Digital and Social Measurement Framework helps clients quickly select and define success
metrics that tie campaign tactics to business outcomes, and inform continuous learning.

»
Inventory current metrics and assess coverage
across execution channels by business goal

»
Identify additional metrics to evaluate channel
performance

»
Provide standard data sources and external
supporting partners for each metric

»
Evaluate and recommend supporting partners
based on framework requirements and
business goals



© 2011 Converseon Inc. Proprietary and Confidential

Success Metrics

42

Awareness

Engagement

Purchase
Intent

Consumer Cycle

KPIs

Metrics*


# of visitors by source


Impressions


# of visits


# of page views


# of clicks on ads


Click
-
thru rate


Connect rate


# of registrations


# of clicks on site


Avg. # of clicks/visitor


Cost per click



# of conversions


# of clicks on buy buttons


Conversion rate


Cost per conversion



Avg. # of repeat visitors


Avg. # of repeat
purchases


Avg. # of visits per visitor


# of email subscribers


# of social shares


# of clicks on sharing buttons


# of inbound links

Learning Question

Was the initiative successful
at driving traffic to the site?

Was the initiative successful
at driving interaction with the
site?

Was the initiative successful
at driving intent to buy?

Was the initiative successful
at increasing loyalty?

Was the initiative successful
at driving social sharing of
purchases?

Loyalty

Advocacy

*List of metrics is a sample set and non exhaustive


Rich media interaction rate


Video completion rate


Cost per view

Our Social and Digital Measurement Framework helps clients quickly select, define and implement
success metrics that tie campaign tactics to business outcomes, and inform continuous learning.

© 2011 Converseon Inc. Proprietary and Confidential

Best Practices Landscape Analysis

43

Our best practices landscape analysis evaluates the brand’s ability to execute at all levels of
campaign development: planning, design, execution, response and measurement.

»
Assess channel execution against best
practices criteria

»
Inform process development to improve
execution

»
Identify quick wins based on gap analysis

»
Develop roadmap to optimize performance over
time

© 2011 Converseon Inc. Proprietary and Confidential

Campaign Measurement

44

Our campaign measurement reports provide a weekly or monthly snapshot of each campaign’s
performance, including optimization recommendations.

»
Report campaign metrics relative to goals

»
Understand campaign performance by venue,
placement and message, relative to goals

»
Assess performance trends by day, and deliver
correlation insights between metrics

»
Recommend optimizations based on data
-
driven insight into campaign performance

© 2011 Converseon Inc. Proprietary and Confidential

Competitive Analysis and Benchmarks

45

Competitive analysis identifies competitive strengths and weaknesses, as we uncover all actionable
recommendations for the brand.

»
Compare competitors along five attributes:
channel, share of voice, spend, messaging and
performance

»
Understand market presence and positioning
within the industry

»
Identify areas for improvement relative to
competitors

»
Identify actions required to increase market
presence or performance, based on the brand
vision

© 2011 Converseon Inc. Proprietary and Confidential

Performance Scorecards

46

»
Develop measurement plan to align current
business goals, KPIs, and metrics for each
channel to ensure dashboard incorporates the
necessary data and insights

»
Establish brand health scores that allow
marketers to track effectiveness of all marketing
tactics

»
Analyze cross
-
channel impact and correlation

»
Implement reporting dashboard to monitor
results on an ongoing basis

»
Provide investment recommendations and
campaign optimizations based on monthly
brand results

Our Performance Scorecards bridge the gap between digital, social, and traditional measurement to
deliver a comprehensive performance view, which enables marketers to make data
-
driven decisions.

© 2011 Converseon Inc. Proprietary and Confidential

Channel Impact Measurement

47

SEO

SEM

Paid Media

Mobile

Cross
-
Sell

Channel Execution

Awareness

Engagement

Purchase
Intent

Consumer Cycle

Loyalty

Advocacy

High impact

Low impact

Medium impact

Social
Media

Converseon Analytics help brands understand the relative impact of each channel, across the
consumer lifecycle, to prioritize investments across channels.

© 2011 Converseon Inc. Proprietary and Confidential

Agenda

1.
Converseon

2.
Capabilities

3.
Experience

4.
People

48

»

© 2011 Converseon Inc. Proprietary and Confidential

Converseon Approach Drives Social Enablement at IBM

49

Business Challenge

How Converseon Helped


IB
M is a global technology company with nearly $100 billion in
annual revenues and nearly 400,000 employees throughout the
globe


IBM recognized that social

intelligence and social media were
fundamental to drive thought leadership and new business.


aisparate efforts were underway across different parts of the
organization with little consistency




Converseon

worked with fBM to drive forward its
CKlKoKbK initiative
(Continuous

and Ongoing Research and Engagement). This initiative
includes:

o
Social

Research: Market assessment,

landscape mapping and
ongoing listening

o
Planning: Build an informed engagement plan based on a
proprietary framework developed internally by IBM

o
Engagement: SMEs establish and build relationships with
influencers.

o
Measurement: Monitor engagement effectiveness and impact
from further research and adjust future plans accordingly


tith a constant eye on the changing landscape of social mediaI fBM
is able to create social listening strategy that leads to engagement that
can be executed in a nimble and revolutionary manner.



Business Outcomes


With a constant eye on the changing landscape of social media, IBM was

able

to create social listening strategy that leads to engagement that can be
executed in a nimble and revolutionary manner.


miloted in one business group Epqd)I the initiative has been broadly adopted by other parts of the organizationK


A social business office has been established to begin establishing best practices, including measurement


Multiple social intelligence activities have been consolidated with ConverseonK


tith the insights provided to fBMI the brand and individual subject

matter experts within fBM have

established credibility and trust among important
target audiences and influencers online


fBM and Converseon were jointly

awarded the 2010 SAMMY for “Best Social Business”

© 2011 Converseon Inc. Proprietary and Confidential

IBM enabled masses of communicators to distribute and massively scale content
production and distribution


over ten years.

50

1999

2002

2003

2005

2006

2007

2008

2010

Total
Content
Items

Produced by
Employees

Produced by
Corporate

12 people
could
publish to
Home
page

(100
%
Comms

employees)

1,141 people can
publish to
Home
page

(40
%
Comms

employees)


Last issue of
Think

magazine


IBMers

author Social
Media Guidelines


W3 Editorial Board
dissolved


1 M posts in IBM
Forums


Media library: 25k
uploads


Beehive: 50k members


WikiCentral
,
BlogCentral
,
Bluepedia

Growth of Content Published at IBM

Source: “Enabling the Social Workforce”, by Chris Boudreaux of Converseon and Susan Emerick of IBM, 2010.

© 2011 Converseon Inc. Proprietary and Confidential

Social Media Operating Strategy

51

Business Challenge

How Converseon Helped


Citrix Systems is a Technology Company that provides virtualization
solutions to fortune 1,000 companies. Citrix delivers the software tools
that allows Strategic IT and Business Decision Makers to work
anywhere from any device


iow brand awareness and consideration as well as poor brand
perception amongst IT and Business Decision Makers within multiple
markets (US, UK, and Germany)


tith the objective to increase brand awareness and position

the
company as the leader in Virtual Computing
across multiple markets,
the company engaged Converseon to centralize all their Corporate

Marketing
media buying and planning approach across various
business units in the desired markets (US, UK, & Germany)


keeded

to understand current readiness for social media through a PSM
degree diagnostic of its positioning on social conversation, its social
footprint and internal capabilities versus best practices.



Converseon developed an integrated media plan that supported the
need to drive awareness and engagement with the brand utilizing

social
intelligence as a key driver to inform strategy and decisions


hey elements of the program included development of thought
leadership with a content strategy that delivered more compelling
enterprise content with and through select networks and platforms


bstablished key partnerships with top qechnology and Business
publications to create integrated programs, including custom content
creation, social threading and custom ad units


Supported major industry events via online presence and targeted yet
impactful and buzz worthy social tactics.


Provided social listening and measurement to inform content
development and optimization

Business Outcomes


I
ncreased awareness levels by over 2x


Nearly 60% of the Strategic IT Decision Maker audience started to link Citrix with Virtual Computing


Brand familiarity increased by 7 points


Brand consideration was nearly Ox higher than pre
-
campaign metrics


Citrix increased marketing budgets by 2x YOY to maintain levels of awareness


Ad performance in terms of click rate is over 3x higher than Technology industry average (0.08%) provided in the
MediaMind

benchmark report in 2010


qo dateI the campaign has delivered PPVh unique visitors to the Citrix
microsite
. On average, we’re seeing more than 100K unique visitors per year


To date, over 55k pieces of content have been consumed by the IT and Business Decision Maker audience reached by the campaign

© 2011 Converseon Inc. Proprietary and Confidential

Social Media Operating Strategy

52

Business Challenge

How Converseon Helped


A global enterprise technology provider with more than 230,000
customers and 10,000 channel partners in 100 countries had
experienced significant growth in social media activities across the
company


Because multiple organizations had gradually developed disparate
social media capabilities over time, effectiveness of social media varied
widely across the company. Business groups and functional areas
operated independently, significant redundant effort existed, and social
media activities were rarely tied to business outcomes


In addition, the company’s primary competitor was using social media
with tremendous success in their marketing and customer service
functions


The company engaged Converseon to diagnose current social media
capabilities, identify specific capabilities required to achieve the goals
of the business, then align internal teams, rationalize disparate social
media efforts, tie social media efforts to business objectives, and
ensure a cohesive social media operating strategy across functional
areas, business groups and global regions




Converseon inventoried social media capabilities across business
groups, functional areas and global regions, then applied our Social
Media Capability Diagnostic framework to assess the company’s
current capabilities versus leading practices, and their readiness to
achieve the goals of the business


Converseon also examined the performance of the company versus its
top competitor in critical online domains affected by social media,
including SEO performance, usability of branded properties, and
performance of social media accounts and branded communities


The team defined specific capabilities required, prioritized them for
development, and established a Social Media Center of Excellence to
manage critical, centralized social media capabilities


Converseon then helped the client to define an 18
-
month Capability
Road Map and detailed 30
-
day action plan to capitalize on the cross
-
functional momentum generated in the project

Business Outcomes


Identification of the capabilities required to achieve corporate business goals through social media


Clear accountability for social media capabilities across business groups and functional areas


Establishment of a Social Media Center of Excellence, including committed support from functional leaders, and consensus rega
rdi
ng which capabilities
would be centralized in the Center of Excellence


CommittedI detailed ooad Map and PM
-
aay Action mlan for establishing and evolving social media capabilitiesI based on corporate
business objectives


Stronger understanding of social media’s potential impacts on business outcomes, across functional leaders


Prioritized plans to close the gap between their largest competitor in the areas of Marketing and Customer Support

Global Enterprise
Technology Provider

© 2011 Converseon Inc. Proprietary and Confidential

»
Boosted Twitter
followers from
2,729 fans to
77,667

»
Increased
Facebook fan
base from 2,729
Likes to 77,791

»
Created a
Flickr account
that now hosts
102 images
with more than
5,000 views

»
Refreshed the
YouTube channel
with a redesign
and optimized
videos for search

Community Management and Design: Post
-
it

53

© 2011 Converseon Inc. Proprietary and Confidential

Reputation Management and Thought Leadership

54

Business Challenge

How Converseon Helped


Converseon worked with Amway to create social media strategy to
improve corporate reputation and engagement through social content
with its more than 400,000 independent business owners (IBOs).




Converseon created “The Opportunity Zone,” a robust blog
engagement community consisting of a wide range of niche content
and engagement tools. Throughout the project, Converseon
conceived, helped develop, provided policy/guidance advice, trained
key staff, recruited SMEs, optimized content and more.


Business Outcomes


Critics of Amway began to change their commentary on the brand, and brand placement in organic search results improved dramat
ica
lly.


qhis work was honored

with the pilver nuill AwardK


Finally (okay, this time it’s for real). I want to
say that I am really impressed by the
Opportunity Zone. It’s great that the
corp

has opened this avenue of two
-
way
communication. Sur, I don’t agree with
every single thing that’s there (and what
does that matter anyway?), and some are
impatient what they perceive as slow (or
nonexistent) progress, but Rome wasn’t built
in a day. I’m liking what I see, and I hope
I’m not disappointed.


---

Noted Amway Critic

© 2011 Converseon Inc. Proprietary and Confidential

Agenda

1.
Converseon

2.
Capabilities

3.
Experience

4.
People

55

»

© 2011 Converseon Inc. Proprietary and Confidential

SVP of Business Integration

Professional Background

Chris Boudreaux leads the Business Integration practice at Converseon. His work has been featured
by industry researchers and journalists including Forrester, Gartner and Reuters; he is a co
-
author of
The Social Media Management Handbook
, (Wiley & Sons, 2011); and he founded
SocialMediaGovernance.com, a globally regarded source for social media policy and compliance
guidance.

Prior to Converseon, Chris led the Social Media Management offering at Accenture. He also led online
product development and business development teams at two early
-
stage start
-
ups in the digital
media and online advertising spaces, one of which was acquired by Glam Media.

His clients have included eBay, Citrix Systems, IBM, Ingram Micro, Michelin, Microsoft, Univision and
Walmart.

In addition to an MS in Computer Science and MBA from the University of Chicago, Chris holds a
Master of Aeronautical Science from Embry
-
Riddle Aeronautical University and BS in Management
from Tulane University.

Selected Experience

»
IBM: Led assessment of social capabilities, including their content capabilities, sales enablement,
governance, measurement, training and development, and campaign execution.

»
Boeing: Led IT Spending Analyses and Application Rationalization, including disposition of 500
applications, road map development, operational transformation plans and business cases

»
Citrix Systems: Defined and led development of capabilities required to manage social media for
global marketing, sales and service, including governance through a Center of Excellence, content
management and performance measurement

»
eBay: Assessed the market opportunity for text ads on eBay properties and identified the technical
and business capabilities required to achieve the market opportunity

»
MSN: Analyzed portal customer segments, usage patterns, brand studies and satisfaction surveys
across major portal competitors in seven countries, identifying the most profitable segments and
actions required to increase customer loyalty and profit

»
Digital Advertising Start
-
up: Developed online channel partnerships with social media partners, ad
networks and data providers

Chris Boudreaux

56

© 2011 Converseon Inc. Proprietary and Confidential

Enterprise Publishing Lead

Professional Background

Paul Gillin helps B2B clients use social channels including Facebook, Twitter, LinkedIn, video, white
papers, blogs, podcasts and webinars to improve brand awareness and customer engagement.

With more than 25 years of experience in technology publishing, Paul focused exclusively in online
business since 1999,and social media since 2005. He published four books about online media and
communities, including three about social media marketing. In addition, Paul writes a monthly column
for
BtoB

magazine and contributes actively to numerous marketing blogs and publications. He
published more than 200 articles in the last five years while maintaining two popular blogs. His clients
have included Cisco, IBM, Microsoft, Nokia, Pinkerton Security, Qualcomm and Sun.

Paul was previously Group Publisher and VP of Editorial at online B2B publisher
TechTarget
, where
he led more than 80 editorial, sales and marketing professionals. Prior to
TechTarget
, he served as the
Editor
-
in
-
Chief of the technology magazine Computerworld, where he guided the editorial direction for
the leading newsweekly during the early days of the commercial Internet.

He has appeared as an expert commentator on CNN, PBS, Fox News, MSNBC and many other
broadcast outlets. He has also been quoted or interviewed by print and online publications, including
The Wall Street Journal, The New York Times, NPR and the BBC. Paul is a Senior Research Fellow at
the Society for New Communications Research and he co
-
chairs the social media cluster for the
Massachusetts Technology Leadership Council. He is also a member of the Procter & Gamble Digital
Advisory Board.

Selected Experience

»
TechTarget
: Conceived and built the editorial model that grew to encompass 30 websites, 100+
editorial newsletters, three magazines, 400 employees and more than $70 million in annual
revenue in six years. Launched an industry
-
leading lead generation program; and integrated a $40
million acquisition.

»
P&G: Developed social marketing strategies for Gillette, Pampers, Pringles, Old Spice, Olay, Tide.

»
IBM: Developed and executed strategy for an online community for SMB executives that tripled
memberships and traffic in nine months.

»
Developed and implemented an online community for senior technology executives at Cisco
customer companies.

Paul Gillin

57

© 2011 Converseon Inc. Proprietary and Confidential

Chief Scientist

Professional Background

Mike Moran is an expert in Internet marketing, search technology, Web usability, Web personalization
and Web metrics. He
led the development of the world’s first commercial linguistic search engine at
IBM in 1989, and has been granted

five patents

in search and retrieval technologies.

He is the co
-
author of the best
-
selling book
Search Engine Marketing, Inc.
(now in its second edition)
and the author of the acclaimed Internet marketing book,
Do It Wrong Quickly: How the Web Changes
the Old Marketing Rules,
named one of best business books of 2007 by the Miami Herald
. Mike also
writes the
Biznology

newsletter and blog, and columns for Revenue Magazine
,
Search Engine Guide,
Internet Evolution, and
WebProNews
.

Previously Mike spent 30 years at IBM, including eight years leading IBM.com, retiring as an IBM
Distinguished Engineer. During those years, Mike also served as Product Manager for IBM search
and text analytics products.

Mike is a visiting lecturer and instructor at The University of
Virgina’s

Darden School of Business,
Rutgers University Center for Management Development, UCLA and UC Irvine.

Selected Experience

»
IBM: Led the IBM Global Web Experience team, including 65 Web designers,
information architects,
and usability experts, through two major IBM.com redesigns
.

»
IBM: Led the first SEO program at IBM, resulting in a 25x improvement in search traffic over six
years and
speaking engagements worldwide.

»
3M: Led audit of Post
-
It Notes web site, resulting in numerous recommendations for improvements.

»
Schlumberger: Led
Converseon’s

expert review of the oil and gas services site as their first step in
an overall site redesign.

»
Various: Has consulted on numerous SEO projects, including those for IBM, Dow Chemical,
Siemens, Symantec, and many others.

Mike Moran

58

© 2011 Converseon Inc. Proprietary and Confidential

Activation Group Director

Professional Background

Bryan Pedersen leads Converseon activation and engagement teams in Media, Finance, Healthcare
and Telecom verticals.

He has extensive digital experience across multiple platforms including mobile, social media, web,
broadband video and gaming ,and has supported media clients including CBS, ESPN, FOX, Time
Warner, Hachette Filipacchi Media, MTV and Electronic Arts.

Previously, Bryan was the Executive Producer for
Fi
, an award winning global creative agency, and
was Director of Account Management for
Sportsvite
, a social media startup. Prior to his agency roles,
Bryan managed the mobile and emerging media portfolios at MTV Networks and
Lagardere

SCA. He
has also consulted with a variety of startups in digital media over the past several years, including
those funded by British Telecom and [212] Media.

Selected Experience

»
FOX.com: Executive Producer for the newly launched FOX.com site in August of 2010. Built an
entirely new video on demand experience for FOX and affiliated shows to compete directly with the
likes of
Hulu

and other networks.

»
EA Sports & EA.com: Launched flagship game sites around major franchises for EA including
NCAA, Madden, MMA, as well as the EA.com
homesite
. Incorporated ground
-
breaking web to
game connectivity.

»
HTC: Developed a new global web strategy for HTC allowing them to communicate directly with
customers via social media. Focused on key HTC values and brand differentiators and
communicated that through the Web.

»
Evite.com: Executive Producer for the newly launched Evite.com. Oversaw complete redesign, over
200 invitation templates, as well as completely redesigned user flow and social media integration.

»
CBS College Sports: Launched CBS Intramurals social media website across 50 college
campuses. Highly successful site that had over 50,000 video uploads and 250,000 photo uploads.

»
ESPN: Launched and managed Earn Your Stripes, ESPN’s first social network dedicated to youths
8
-
12 years old. Built various functionalities including message boards and flash games.

Bryan Pedersen

59

© 2011 Converseon Inc. Proprietary and Confidential

Director of SEO

Professional Background

Adam Edwards helps global brands optimize their content and digital assets for performance in search
engines and social media as
Converseon’s

Director of Search Engine Optimization.

His 10 years of experience in optimization has included past positions as chief catalyst at
HitTail
, SEO
strategist at
Roundarch
, senior project manager in charge of client strategy at Connors
Communications, and marketing coordinator at
Scala

Broadcast Multimedia.

He has spoken publicly at Columbia University, SEMPO,
SheCon
, and the Future Salon on topics
including SEO, web analytics, blogging, and online advertising. Adam also serves on the board of
directors for Upwardly Global, where he advises its national marketing and technology initiatives.

Selected Experience

»
Walmart: Led keyword research and prioritized keyword strategies to increase brand reputation in
domains including sustainability, in
-
store experience, fighting hunger and charitable giving.

»
Allstate: Led the enterprise search strategy that improved the quality of
Allstate.com’s

search
engine results by 50% within six months after also auditing the site’s organic search performance.

»
Attain Fertility: Led the organic search strategy to double search traffic in one year, advised on
brand reputation, and outlined multivariate testing plans to improve the site’s conversion rate.

»
Avis Budget Group: Developed an international SEO strategy and regional content optimization
plan that created $1 million in net new revenues.

»
Educational Testing Service (ETS): Optimized the Information and Communication Technology
(ICT) Literacy Assessment website to achieve numerous top rankings in search engine results.

»
Extended Stay Hotels: Increased online sales by 17% via SEO through a comprehensive local
content portal and venue keyword strategy.

»
Hachette Filipacchi Media: Created ontology and navigational strategy leveraging external keyword
queries that helped double search traffic for Elle and Popular Photography magazines.

»
IBM: Overcame technical limitations of IBM’s agency of record to enable their envisioned website
redesign by scoping a custom
-
built enterprise search faceting application.

»
Microsoft: Delivered corporate blogging strategies to help subject matter experts evangelize to SMBs.

Adam Edwards

60

© 2011 Converseon Inc. Proprietary and Confidential

Director of Search Marketing

Professional Background

Robin DeCato helps global brands reach their acquisition, awareness and engagement goals though
the online efforts of Paid Search, targeting strategy and direct Affiliate relationships.

Robin has more than 6 years of experience in online marketing and managed the Paid Search &
Affiliate Marketing efforts for clients including:
Mikasa
, Palm, Citrix, Edmund Scientifics, Cricket, Hilton
Hotels, Attain Fertility, and Allstate.

Before Converseon, Robin worked at
Publicis

Groupe’s

for clients including GM
Planworks
, Sara Lee,
Delta and Disney.

Robin serves on the Performance Marketing Association and the
LinkShare

Advisory Board.


Selected Experience

»
Walmart: Led paid search programs to increase brand reputation in domains including
sustainability, in
-
store experience, fighting hunger and charitable giving.

»
Attain Fertility: Manage national and local paid search campaigns for a network of 140 clinic
locations. Implemented phone tracking, integrated with performance reporting. Year
-
over
-
year
direct response leads increased by 276% while achieving client ROI goals.

»
Edmund Scientifics: Grew an affiliate marketing program with more than 1,200 affiliates over four
years, generating more than $1.2 million dollars in annual revenues through mostly niche publisher
sites, comparison engines and shopping portals.

»
Hilton Hotels: Increased monthly online revenues by 54% year
-
over
-
year through direct
management of an affiliate marketing program, optimization, partner outreach and creative refresh
and testing.

Robin DeCato

61

© 2011 Converseon Inc. Proprietary and Confidential

Associate Media Director

Professional Background

Rose Ahn oversees all media planning and buying programs for Converseon clients in industries
including Technology, Consumer Packaged Goods and Pharmaceuticals.

Prior to Converseon, Rose was a Media Supervisor at PHD, an Omnicom agency, developing media
strategies across clients including Discovery Communications, HBO, Starbucks, and Hyatt Hotels.
She also supported Continental Airlines, Bayer,
Allergan
, and
Masterfoods

at
Mediavest

and Beyond
Interactive.

Rose earned a Bachelor of Arts in Communications at the University of Southern California.


Selected Experience

»
Citrix: Launched first
-
ever branding initiative for Citrix Systems using print, online, and OOH media
channels, now active in the US, UK, and Germany.

»
3M: Managed all digital initiatives across 12 brands within the Consumer and Office Division that
has focused heavily on video distribution and direct response tactics.

»
IntegraMed
: Developed online lead gen strategy to target a niche audience seeking fertility
treatment information and drive acquisition.

»
Discovery Channel: Collaborated with traditional media client staff to create award
-
winning
integrated programs, which contributed to a 10% increase ratings award
-
winning executions.

»
Planet Green: Assisted the launch of a new online network and formulated positioning strategy
within the Green category.

»
HBO: Developed an online marketing campaign to support the branding initiative, “It’s More Than
You Imagined”.

Rose Ahn

62

© 2011 Converseon Inc. Proprietary and Confidential

Analytics Strategist

Professional Background

Jeff Thibodeau leads development and implementation of measurement and analytics for clients
across B2B and B2C industries including Retail, Food & Beverage Services,
eCommerce
, Financial
Services, Pharmaceutical, and Enterprise Software.

Prior to Converseon, Jeff led digital strategy and web analytics design and implementation programs
for clients at
Digitas
. He also led internal
Digitas

education programs that ensured broad internal
awareness of the latest trends and best practices in digital marketing, and he frequently helps
Converseon clients implement measurement and analytics training for their employees.

Selected Experience

»
Enterprise Software Company: Defined a global B2B business marketing model, including lead
nurturing strategy, which optimized the buying process for SMBs.

»
AXA Financial: Created B2B web profiles for a global financial client to increase sales and usage
while decreasing operating costs for financial professionals. Led the segmentation analysis, which
informed web profile development.

»
Walmart: Defined a Corporate Reputation Scorecard that aggregates web and social metrics and
KPIs into executive and manager
-
level reports, used to plan and optimize communications
programs globally.

»
American Express: Created measurement frameworks for campaigns across business units,
including objectives and KPIs. Led a
pathing

analysis project, which informed the redesign of a high
traffic area on the website. Managed multiple email campaigns and developed the testing strategy
for each mailing to increase engagement.

»
Financial Services Company: Conducted research to inform a site content framework and
developed social media guidelines for a Small & Medium Size Business (SMB) website.

»
Sears Holding Company: Developed a new
-
member acquisition plan, which identified, quantified
and prioritized external channels and ways to exploit internal touch points based on projected
response, as well as Sears’ ability to execute. Created a Customer Experience Mapping (CEM)
methodology, which is now used to prioritize future marketing and operational investments for a
business unit.

»
Insurance Provider: Developed customer acquisition marketing plan focused on improving and
optimizing direct marketing channels, campaigns and future initiatives.

Jeff Thibodeau

63

Thank you

Mike Moran