Keeping it Edgy: The New Marketing Playbook

Keeping it Edgy:
The New Marketing Playbook
Noreen Thurston – VP Advocacy Referrals, GoDaddy
KEEPING IT EDGY:
THE NEW MARKETING PLAYBOOK
Marketing Evolution
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Building the Brand
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Customer First Focus
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Spokespeople
Advertising
Products
Product and Support Reviews
Small Business Tools
Customer Referral Program
Sexy + Smart = #PerfectMatch
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Stay true to our past but show the value we provide
Spokespeople
Edgy Advertising
TV Commercials
Censorship Hearing
TV Commercials
Tank Tops
Products
Heavy domain focus
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“Compare Us” Messaging
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Value Statement
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Use of Spokespeople
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Weren’t bringing customers forward
Results
The Good:
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Domain market share up 233% from ‘04
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Huge traffic and brand lift post-Super Bowl
§  ‘06: 80% of Internet traffic during SB*
§  ‘07: 543% increase in traffic
§  ‘08: 1MM views during the game
§  ‘10: Received 1.1M+ visitors/min*
§  ’12: Set all-time sales record for mobile site
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Ad Recall up 19% from ’09-’11
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Brand Awareness up 17% from ‘09-’11
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Astronomical sales growth Y/Y
* Data provided by Akamai
The Opportunity:
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We didn’t see significant increase in:
§  Those that felt Go Daddy was a good
fit for them (i.e. Non-customers)
§  Percentage of people that knew what
Go Daddy does
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Customers loved what we were doing and
they were telling us – we needed to do a
better job at leveraging this!
Word of Mouth
Customers loved what we were doing and they were telling us.
Customer Feedback
January 4, 2011
Customer Feedback
February 2, 2011
Subject: “Just Awesome”
Subject: “Kudos Deserved”
“I wanted to take this time to say thank you to all the
folks at Godaddy.com.
I've been using Godaddy for several years now, and it
remains to me the number one business I deal with in
regard to customer service. The technical assistance
reps are always extremely knowledgeable and yet
they speak to me
in non technical terms that I can understand…”
“I own several domain names with Go Daddy, I have
one hosted site and another under
construction, also with Go Daddy. I explained this,
because I have many contacts with Go
Daddy C/S Reps., so I'm accustomed to extraordinary
customer service. I always
complete the surveys, usually with glowing reviews, as I
did tonight. ”
- “A Loyal Go Daddy Customer”
Customers are key to our success – let’s use their power!
Advocacy
Advocacy team forms
§  Provide customers a platform to tell their stories & give product and general
feedback AND share those stories with family, friends & others like them
§  Provide Small Businesses the tools they need to get online.
§  Our focus is on Customers:
§  Product and Service Reviews
§  Customer Referral Program
§  Small Business Learning Center
§  “Get Inspired” Customer Stories
§  Partnerships
Reviews
Goals
§  Positive impact on SEO
§  Engage customers
§  Increase conversion rates
Strategic Touch Points
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Surveys
Email Targeting
In-Application
Landing Pages
Product Reviews
Before Implementation
After Implementation
Go Daddy Reviews
Customers are eager to tell us about their experience
§  Over 30,000 customers
have written a support review
§  99.9% rank us 4 or 5-star
§  GoDaddy.com/Feedback
Refer A Friend
Customer Referral Program
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89% of surveyed customers were more likely to refer others thru an official program.
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100% of these customers wanted an incentive for referring others.
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How it works
§  Customers setup custom referral codes
§  Refer a new customer, get in-store credit
§  Referred customers get a discount
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Results have exceeded expectations!
§  New customer AOS is 22% higher than company average
§  Customers that refer others 50%+ more valuable
Small Business Center
Launched Q4 2012
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Goal
§  Educate small businesses
on how to get online and
grow their business
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Create valuable content
§  Help make decisions on
how to get started and
grow their business
§  Visitors want to download
and share.
Customer Stories – COMING SOON
Be Inspired
§  Goal
§  Capture small business success
stories to inspire others to pursue
their dream
§  Implementation
§  Positioned in Small Business Center
§  Offer sharing through social media to
inspire and encourage others to
participate and share their story
SCORE.ORG Partnership
Objective:
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Actionable Education & Support that helps small businesses get up and running online
Event:
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Live webinar “Get Your Website Online In 5 Easy Steps” to SCORE small business owners
Results:
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Live Attendees: 1,567 (largest SCORE has ever had!)
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Increased traffic to Small Biz Center by 18%
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95% attendee’s would like to attend another webinar by Go Daddy
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Social Media:
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Twitter – 58k impressions, 48 mentions, 17 re-tweets
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Facebook – 139 impressions, 735 engaged users (Liked, Shared or commented)
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LinkedIn – 6163 impressions, 43 engaged users (Targeted SMB followers only)
Customer Focus
We’re responding directly to
customer feedback.
Customer Focus
We’re integrating
customer
comments
on our
homepage.
Customer Focus
We’re highlighting
Customer feedback
on our
product pages.
Going Beyond Domains
Full Website Solution
§  Domain
§  Website
§  Mobile Capability
§  Great price
TV Commercials
Frank
TV Commercials
Go Daddy Employees
Sexy + Smart = #Perfect Match
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More than 8.5 million YouTube views
More than 425,000 Twitter mentions
New record for the most sales on a Sunday
New record for overall sales
Hosting sales up 45%
Domain sales up 40%
New mobile customers up 35%
Thank you!