Dean Whitney 

President ‐ Interac2ve 

Site: www.garfieldgroup.com  

Twi8er: @deanwhit 

Integrated Marketing

Results (KPIs) •  Search rank

•  Audience Acquisition

•  Brand recognition

•  Quality of Engagement

•  Leads & Customers

Tactics •  Websites/blogs

•  Lead gen programs

•  Organic Search

•  Apps (Twitter, Facebook)

•  Social Media

•  Branding/Print

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Not everyone is the same

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2009 4 Billion Tweets

2010 40 Billion Tweets 

They influence each other…

The consumer decision journey •  Consumers are moving outside the

purchasing funnel—changing the way they research and buy your products.

McKinsey & Company JUNE 2009 • David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik000

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Insights Observations

discovery Ideation

BIG IDEA

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User Experience Principals -  Sacri!ce features for time

-  Involve end users early -  Strive for a co-creation

experience -  Leverage social networks -  Use free/low cost tools

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Feature Rich – Experience Poor

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Target Audience

•  Influencers

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Feature Creep

Wireframes

Strategy

Business Requirements

Research Findings Feature Set

14 11/15/09 GGI Overview

Microsoft Release History

1985 2007

Agile Development

Agile Iterative Development

•  Release early and often (perpetual beta)

•  Trust users as co-developers and real-time testers

•  Incrementally release new products

2006 2004

Flickr Release History

O’Rielly Radar – October 2006

Benefits

•  Faster time to market / Reduced risk

•  Closer relationship with customers

•  Real-time data to make quantifiable decisions

•  Increased responsiveness

Features matrix

Involve end users early

Implementation Jun Jul Aug Sep Oct Nov

Finalize features and requirements, set up issue tracking

Detailed Design, business process modeling, proof of concept (POC), portal staging

Implement hosting, platform configuration, feature backlog/iteration plan

Template development, custom applications, custom data services, 3rd Party integrations

QA and performance testing, UAT testing

User training & Roll-out (TPA, Admin)

Launch Plan

Closed Alpha

Beta Launch POC

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Social Media Operations

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Pro

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Rep

utat

ion

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✓ ✓

Social Media Monitoring

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Social Media Monitoring

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11/15/09

User Experience Principals -  Sacri!ce features for time

-  Involve end users early -  Strive for a co-creation

experience -  Leverage social networks -  Use free/low cost tools

Dean Whitney 

President ‐ Interac2ve 

Site: www.garfieldgroup.com  

Twi8er: @deanwhit