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Entrepreneurial	
  
Growth	
  Through	
  
The	
  Rise	
  Of	
  The	
  
Internet	
  
Maryna Burushkina
INTERNATIONAL…
… MARKETING…
Company formation
Investment & resources
Acquisition
Retention
Financial
management
…
DIGITAL TRENDS &
ONLINE BUSINESS
DIGITAL TRENDS &
ONLINE BUSINESS
Not just search
Entrepreneurial Growth Through The Rise Of The Internet
… GOING SOCIAL
DAILYINTERNETACTIVITIES
Entrepreneurial Growth Through The Rise Of The Internet
Entrepreneurial Growth Through The Rise Of The Internet
Entrepreneurial Growth Through The Rise Of The Internet
1
2
34
5
6
Customer decision journey
What is the bestinteractionyou have had with
a brand online?
How customer engagement works…
audience brand
Content & ContextTriggers
CE
How customer engagement works…
audience brand
Content & ContextTriggers
CE
personalization,
satisfaction,
experience,
trust
touch points,
timing,
message
How customer engagement works…
audience brand
Share of Wallet , Positive referral,
Churn, Feedback response
Content & ContextTriggers
Gamification, creative visual
content , ‘decision simplicity’
CE
personalization,
satisfaction,
experience,
trust
touch points,
timing,
message
Multi-screening
Frequency of
social media
activities
70% of
Facebook
consumers
follow links
posted by
family and
friends.	
  
Link to buying behavior
Timing
Entrepreneurial Growth Through The Rise Of The Internet
Entrepreneurial Growth Through The Rise Of The Internet
comics
memes photos
videos
ingographics
Visual content
Best practice: Farmers Insurance on Facebook
25	
  25	
  25	
  25	
  25	
  25	
  
26	
  26	
  
Best practices
27	
  
Best practice: PetCentric by Nestle Purina
27	
  27	
  27	
  27	
  27	
  
An online community for
pet owners features online
video in addition to game,
images, articles, and other
content.
Includes uploads with
ratings, comments and
sharing.
Offers cross-promotions of
special offers, community
building activities, and links
back into other Nestle
Purina sites to deepen
engagement and stimulate
sales.
Best practice: TurboTax
ttlc.intuit.com
Empowers consumers
and experts to
participate in FAQ
database – Live
Community.
Engaged over 12000
users in 2012.
Company supports new
customers with 30-sec.
video to help them
make the right choice
28	
  28	
  28	
  28	
  28	
  
Best practice: American Express
29	
  29	
  29	
  29	
  29	
  
sync.americanexpress.com
Twitter partnership
campaign enables
customers to sync
their cards with
Twitter to redeem
couponless offers.
470k followers with
5-2- tweets/day
#MembershipRewards
and
#MembershipEffect
30	
  30	
  30	
  30	
  30	
  30	
  30	
  30	
  30	
  
Best practice: LibertyMutual
Home Gallery App allows to take a
records of house belongings via
mobile in case of fire.
The brand keeps reminding
consumers that when they buy
new items, they should take a
picture and upload them, make it
a part of their everyday life, so
they are constantly reminded of
the brand and the protection they
have.
31	
  
Best practice: AllState Teen Driver
31	
  31	
  31	
  31	
  31	
  31	
  31	
  31	
  31	
  
www.allstateteendriver.com
Mini site for people who
are learning how to drive,
sponsorship of the driving
schools, and tips for
parents on how to make
sure that their children are
good drivers.
Connecting the teens,
starting young and making
sure that the insurance
companies are a part of
their driving, helping them
to find a used car to buy or
the law about driving,
logistics to get their driving
license.
32	
  
Personalization
Visualization
Transparency
Easy navigation
Education Time
Emotions
Creative
Useful (FREE) tools
Hootsuite
MailChimp
Zoho
Tagboard
Google Analytics
SocialBro
TrendSpottr
Podio
SimilarWeb
Canva
Dropbox
Reddit & Social Groups
Marketing Grader
Entrepreneurial Growth Through The Rise Of The Internet

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Entrepreneurial Growth Through The Rise Of The Internet