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United College Marketing Services Oak Brook IL Founded in 1989 Duck9.com is part of UCMSUCMS Larry Chiang Founder United College Marketing Services Case.

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Presentation on theme: "United College Marketing Services Oak Brook IL Founded in 1989 Duck9.com is part of UCMSUCMS Larry Chiang Founder United College Marketing Services Case."— Presentation transcript:

1 United College Marketing Services Oak Brook IL Founded in 1989 Duck9.com is part of UCMSUCMS Larry Chiang Founder United College Marketing Services Case Study: duck9, Digital Underground Credit Knowledge 9 Thursday, October 18, 2007 Case Study for Brand Activation

2 2 Duck9.com is part of UCMS UCMS Larry Chiang Case Study for Brand Activation October 18, 2007 United College Marketing Services Oak Brook IL Founded in 1989 © 2007 UCMS. This presentation is not for distribution. Thank you. State of the Industry Online applications still yield lower approval rates Higher CPMs dont translate to CPA or CPAA (cost per active account) Our challenges within affiliate programs and SEM/SEO -search mktng/optimization New media takes a staff to manage UGC, WOM all affect our brand (UGC- user generated content. WOM -word of mouth)

3 3 Duck9.com is part of UCMS UCMS Larry Chiang Case Study for Brand Activation October 18, 2007 United College Marketing Services Oak Brook IL Founded in 1989 © 2007 UCMS. This presentation is not for distribution. Thank you. Agenda. 17 yrs boiled into 17min Leveraging the social network effect with user generated content Catalyzing brand participation from sponsorship or logo display Teasing consumers into a brand experience (slide will have p0>p10) Tickling a call-to-action with "Second Supplier Gambit" (SSG) in mind Batting banner blindness to get to awareness (and even engagement) Leveraging C.A.T (consumer advocacy truth) when buying online media Bite size-ify-ing your message morsel with buzz, viral, WOM brand platform Branding in the negative attention economy with online/offline contests

4 4 Duck9.com is part of UCMS UCMS Larry Chiang Case Study for Brand Activation October 18, 2007 United College Marketing Services Oak Brook IL Founded in 1989 © 2007 UCMS. This presentation is not for distribution. Thank you. Agenda. 17 yrs boiled into a picture 1. ACQUISITION Banners SEMO Government Affairs FICO Contests Email PR SSG Sponsorships CSS UGC Wiki Tabling Direct Mail 3. RETENTION Second Stage Premiums SMS & email alerts 24 months to FICO over 700 2. Activation No Comm on Referral Program FICO Prep 4. REFERRAL Coupon to Cut Waitlist Bite size the C.A.T. message 5. Revenue $$$ Goodwill Apps, Lead Gen, Loans, etc duck9.com

5 5 Duck9.com is part of UCMS UCMS Larry Chiang Case Study for Brand Activation October 18, 2007 United College Marketing Services Oak Brook IL Founded in 1989 © 2007 UCMS. This presentation is not for distribution. Thank you. Duck9 in a nutshell New UCMS brand for college vs the 20 credit card ad messages students see an hour Duck9 sends SMS reminders to college students to hack credit score Get reminded and manipulate your FICO score to 750

6 6 Duck9.com is part of UCMS UCMS Larry Chiang Case Study for Brand Activation October 18, 2007 United College Marketing Services Oak Brook IL Founded in 1989 © 2007 UCMS. This presentation is not for distribution. Thank you. Duck9 uses Mentor Marketing to Tease and Redirect Internet Traffic Adopt a Consumer Advocacy Truth (CAT) Get emotional Develop an Educational Angle to promote your CAT Cut it into bite-sized pieces (Cut & Pastes) Make it temp- Come Grow Go Become #2 (Second-Supplier Gambit)

7 7 Duck9.com is part of UCMS UCMS Larry Chiang Case Study for Brand Activation October 18, 2007 United College Marketing Services Oak Brook IL Founded in 1989 © 2007 UCMS. This presentation is not for distribution. Thank you. Duck9 Ranks and Migrates Online Prospects Levels P1 to P10 Level P7 bought something Prospect Heat Maps Prospect Level vs Cost per lead Prospect Level vs Revenue per lead Migrate by Mentoring

8 8 Duck9.com is part of UCMS UCMS Larry Chiang Case Study for Brand Activation October 18, 2007 United College Marketing Services Oak Brook IL Founded in 1989 © 2007 UCMS. This presentation is not for distribution. Thank you. Leveraging CAT in Online Ad Buys CAT, consumer advocacy truth, leads your banner campaign to solve ONE problem Banner blindness for teaser offers or low rates Rope clickers into doing something educational

9 9 Duck9.com is part of UCMS UCMS Larry Chiang Case Study for Brand Activation October 18, 2007 United College Marketing Services Oak Brook IL Founded in 1989 © 2007 UCMS. This presentation is not for distribution. Thank you.

10 1010 Duck9.com is part of UCMS UCMS Larry Chiang Case Study for Brand Activation October 18, 2007 United College Marketing Services Oak Brook IL Founded in 1989 © 2007 UCMS. This presentation is not for distribution. Thank you. Converting Clicks into Contestants Pre lead, lead generation Easy to do Tie your contest to brand activation Work your lead funnel by… …ranking

11 1 Duck9.com is part of UCMS UCMS Larry Chiang Case Study for Brand Activation October 18, 2007 United College Marketing Services Oak Brook IL Founded in 1989 © 2007 UCMS. This presentation is not for distribution. Thank you. Duck9 Prospect Ranks P2 is jeopardy user (contestants enter here) P3 is registered web user P4 is logged back in once or interacted with Duck9 email P5 is conveyed credit data, debt data, etc P6 is does something P7 is buys something P8 is refers P9 is writes, blogs, invites, hosts P10 is buys something as an adult P1 is trying to unsubscribe P0 is hates Duck9

12 1212 Duck9.com is part of UCMS UCMS Larry Chiang Case Study for Brand Activation October 18, 2007 United College Marketing Services Oak Brook IL Founded in 1989 © 2007 UCMS. This presentation is not for distribution. Thank you. Newsletter Your Contestants Reinforce your truth. Enter late and leave early Make it easy to recite Holy grail is becoming a second supplier

13 1313 Duck9.com is part of UCMS UCMS Larry Chiang Case Study for Brand Activation October 18, 2007 United College Marketing Services Oak Brook IL Founded in 1989 © 2007 UCMS. This presentation is not for distribution. Thank you. Good News: Youve Won Contestants win in stages Migrate up the prospect ranks Drive them into you CAT Holy grail is becoming a second supplier. And set aside your need to sell them something

14 1414 Duck9.com is part of UCMS UCMS Larry Chiang Case Study for Brand Activation October 18, 2007 United College Marketing Services Oak Brook IL Founded in 1989 © 2007 UCMS. This presentation is not for distribution. Thank you. Newsletter example

15 1515 Duck9.com is part of UCMS UCMS Larry Chiang Case Study for Brand Activation October 18, 2007 United College Marketing Services Oak Brook IL Founded in 1989 © 2007 UCMS. This presentation is not for distribution. Thank you. Keys to Copying Duck9s program Connect with real world (seminars) Do a contest (schwag in stages) Rope contestants into doing something educational Hone your unit economics We pay $3-5 and have a 50% of netting $20 in 90 days By providing phone support, we need to make $15-$100 per phone call

16 1616 Duck9.com is part of UCMS UCMS Larry Chiang Case Study for Brand Activation October 18, 2007 United College Marketing Services Oak Brook IL Founded in 1989 © 2007 UCMS. This presentation is not for distribution. Thank you. Contest Form.edu only Ping cell before they leave with pizza

17 1717 Duck9.com is part of UCMS UCMS Larry Chiang Case Study for Brand Activation October 18, 2007 United College Marketing Services Oak Brook IL Founded in 1989 © 2007 UCMS. This presentation is not for distribution. Thank you. Contest Form.edu only Ping cell before they leave with pizza

18 1818 Duck9.com is part of UCMS UCMS Larry Chiang Case Study for Brand Activation October 18, 2007 United College Marketing Services Oak Brook IL Founded in 1989 © 2007 UCMS. This presentation is not for distribution. Thank you. Duck9 Campus Process Contest that collects name, email, cell phone in person on campus Provide immediate service reminding student to pay bill Simultaneous SMS / email increases user task urgency Second supplier gambit. Get to be the #2 supplier!

19 1919 Duck9.com is part of UCMS UCMS Larry Chiang Case Study for Brand Activation October 18, 2007 United College Marketing Services Oak Brook IL Founded in 1989 © 2007 UCMS. This presentation is not for distribution. Thank you. Danger Danger Will Robinson! Make it temporary Keep it short Dont sell anything Keep to your mentorship message

20 2020 Duck9.com is part of UCMS UCMS Larry Chiang Case Study for Brand Activation October 18, 2007 United College Marketing Services Oak Brook IL Founded in 1989 © 2007 UCMS. This presentation is not for distribution. Thank you. Danger: note credit app and beer

21 2121 Duck9.com is part of UCMS UCMS Larry Chiang Case Study for Brand Activation October 18, 2007 United College Marketing Services Oak Brook IL Founded in 1989 © 2007 UCMS. This presentation is not for distribution. Thank you. Get in. Get out. Let them get back Unlike five digit short code, The 650-566-9600 # can be called back Give them Light at the end of the tunnel, this is 17 th of 24

22 2 Duck9.com is part of UCMS UCMS Larry Chiang Case Study for Brand Activation October 18, 2007 United College Marketing Services Oak Brook IL Founded in 1989 © 2007 UCMS. This presentation is not for distribution. Thank you. Contest Form Keep it simple Get their pen to paper Rewarded with Pizza after they show us SMS Pick a prize (they win all three but we profile them. No debt, some debt and I dont get it.)

23 2323 Duck9.com is part of UCMS UCMS Larry Chiang Case Study for Brand Activation October 18, 2007 United College Marketing Services Oak Brook IL Founded in 1989 © 2007 UCMS. This presentation is not for distribution. Thank you. Contest Form Wealth of info! No debt, Some debt, I dont get it Addl info

24 2424 Duck9.com is part of UCMS UCMS Larry Chiang Case Study for Brand Activation October 18, 2007 United College Marketing Services Oak Brook IL Founded in 1989 © 2007 UCMS. This presentation is not for distribution. Thank you. Deal emotionally with unsubs We can take you off our list of successful people Were building a list of 1,000,000 college students with a FICO of 750 Dont ya wanna be a part of this?! Service your unsub with one more service Take it personally

25 2525 Duck9.com is part of UCMS UCMS Larry Chiang Case Study for Brand Activation October 18, 2007 United College Marketing Services Oak Brook IL Founded in 1989 © 2007 UCMS. This presentation is not for distribution. Thank you. Refocus on Prospect Movements P1 is trying to unsubscribe P0 is hates Duck9 P2 is jeopardy user (contestants enter here) P3 is registered web user P4 is logged back in once or interacted with Duck9 email P5 is conveyed credit data, debt data, etc P6 is does something P7 is buys something P8 is refers P9 is writes, blogs, invites, hosts P10 is buys something as an adult

26 2626 Duck9.com is part of UCMS UCMS Larry Chiang Case Study for Brand Activation October 18, 2007 United College Marketing Services Oak Brook IL Founded in 1989 © 2007 UCMS. This presentation is not for distribution. Thank you. Fraud –Add lead value by weeding Age of email quality of lead Match email to social networks subscriber list Age of cell phone number Match with carriers issuing Assume no transport by college student Are they friends and family...?!? Non typical profile of debtor Highly tech competent fraudsters SMS from a landline! Semi-automated genius fraudsters

27 2727 Duck9.com is part of UCMS UCMS Larry Chiang Case Study for Brand Activation October 18, 2007 United College Marketing Services Oak Brook IL Founded in 1989 © 2007 UCMS. This presentation is not for distribution. Thank you.

28 2828 Duck9.com is part of UCMS UCMS Larry Chiang Case Study for Brand Activation October 18, 2007 United College Marketing Services Oak Brook IL Founded in 1989 © 2007 UCMS. This presentation is not for distribution. Thank you. Bibliography iMediaConnection Ad:tech Podcasts for http://www.imediaconnection.com/conten t/16113.asp http://500hats.typepad.com http://redeye.firstround.com/ http://4info.typepad.com/blog/ http://searchengineland.com/ http://rafer.wirelessink.com/

29 United College Marketing Services Oak Brook IL Founded in 1989 Duck9.com is part of UCMSUCMS **** Contest: Play Bingo to win free stuff! Details Duck9.com/Bingo **** Larry Chiang LarryChiang@UCMS.com 125 University Avenue, Suite 100 Palo Alto CA 94301


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