Post on 08-May-2015
description
Reboot Online
Presented by:
Felix Leander
Today’s conversation
Digital Media
� Current landscape
� The changing business model
Implications
� Influence vs. Control
� Privacy
� Real-time Communications
Trends
� Search
� Social
�Mobile
� Augmented Reality
A REFRESH
>> Digital Media
What is the biggest change…
What is the biggest change…
From passive to active
So much information…
How do we filter? Trust…
This is the old purchase journey
SeeAds
ConsumeMedia
PersonalReferral
Today’s consumers have a dramatically different purchase journey
Research product
Contribute to message
board
Post blog entry
Upload pics to Flickr
Update profile
Upload pics of
purchases
Sign up for
sweep-staker
Join consumer
panel Rate a product
Embed a
widget
Read expert
tipsJoin a brand fansite
Click to call
Read review
View how-to video
Use visualization tool
Review a
reviewer
Interact with rich media ad
Write a service
reviewer
Read sponsored content
Search for
brand
View ad
Click through e-mail
Read RSS feed
Browse favorite
sites
Read microblogging message
Visit a store
Pass along e-
View trend
fashion video
Mash up a
video
Social media
bookmark a product /content
Subscribe to a power reviewer
PersonalReferral
ConsumeMedia
SeeAds
Fill out survey
Register account
Shop via e-
commerce
Use express
checkout
Talk on live chat
But most important
You can be part of the consideration phase and motivate your consumers to complete a purchase…
Let them talk and market for you…
AND THENAND THEN
INFLUENCE
Instead of
Control
Branding
based
on
TRUST
Invest in
RELATIONSHIPS
Not
Transactions
Risk is in
NOT
Participating
Four key thoughts
CHANGING BUSINESS MODEL
>> Digital Media
Who owns social media
Source: Econsultancy
Open to share information…
Corporate Communications
• Content distribution
• Reputation Management
• Thought leadership
• Influencer mapping
Marketing
• Campaign support
• Conversion / Acquisition
• Sales team support
Customer Service
• Customer loyalty
• Problem solving
Human resources
• Work place management
• Business conduct
Listening Participation Engagement
Social Media Platform
Social Media Monitoring
Social Media Guide / How to
Metrics / Measurement
Open to share information…
Step 2.
Conduct research
� Digital / Social Media
Check-up
� Social media
� Search engine
� Website
� Blogs / Micro
� Social Media Monitoring
Step 3.
Develop roadmap
� Strategy Session:
� Business objectives
� Products
� Define audiences /
markets
� Business Units
� Infrastructure
� Digital training
� Social Media Guide
� Policies and procedures
� Prioritise digital initiatives
� Operational
recommendations
� Evaluation criteria / KPIs
Step 5.
Engage
� Influencer outreach
� Content distribution &
promotion
� Promotions
� Social media channel
management
� SEO / SEM
� Mobile marketing
Step 4.
Prepare
� FAQ development (part of
social media monitoring)
� Influencer mapping
� Messages
� Content development
� Social media platform
development
� Website / microsite
development
� Online crisis preparedness
Step 2
Plan
Step 3
Prepare
Step 4
Participate / Engage
Step 1
Listen
CONTROL VS. INFLUENCE
>> Implications
Digital influence model
The less control you have the greater influence you can achieve
Ability to Influence / Potential Reward
Website
Microsites
Online Advertising
Sponsored Search
Blog Monitoring
Mobile Marketing
Online Video
Corporate Blogs
Social Media
Press
Releases
Affinity Linking
Social Media
Spaces
Blog Response
Blogger Outreach
Discussion Forums
Community Participation
Social Media Application
Development
Organic Search
Social Media Search
Lev
el
of
Ris
k
Lev
el
of
Co
ntr
ol
Who is in control?
“The power is with the consumer. Consumers are
beginning, in a very real sense, to own our brands and
participate in their creation. We need to begin to learn to
let it go…”
- A.G. Lafley, CEO, P&G Company
“The power is with the consumer.
Consumers are beginning, in a very real
sense, to own our brands and participate in
their creation. We need to begin to learn to
let it go…”
- A.G. Lafley, CEO, P&G Company
We have seen…
The winning donut
I scream, you scream, we all scream…
Lafley – a man of his word…
Community in control…
PRIVACY
>> Implications
Open to share information…
Privacy is the ability of an individual or group to seclude themselves or information about themselves and thereby reveal themselves selectively
“Mark Zuckerberg said social norms have shifted and that people had
becoming more willing to share information about themselves more widely” –
The Economist Jan. 30th, 2010
Open by default…
Open by default…
REAL-TIME COMMUNICATION
>> Implications
Six things to consider
Professionalism Transparency Accountability
Dialogue Alignment Speed
Domino’s Pizza
Two of its employees at a North Carolina franchise
would use YouTube to broadcast a rather disgusting
video that would severely damage the company's
brand. Since the video first appeared, Domino's has
quickly stepped up its social media presence in order to regain some positive momentum.
Did it work…
Source: mediaCurves
SEARCH
>> Trends
Why is search so important?
*Source:comScore
95% use search engines to
investigate purchase decisions
• 92% of journalists use search engines to research companies and stories
• 62 million searchers typed the website name directly into the search box (40% of online
users) (Nielsen) and most commonly used keyword when searching based on offline
exposure (iProspect)
• According to Jupiter Research, 75% of search engine users never scroll beyond the first
page of results
Reaching search engine users
Search engine users differ on what kind of results they find most relevant:
• 60.5% prefer natural results
• 39.5% prefer paid results
Natural Search Only Paid Search Only Natural & Paid Search
+ =NaturalSearch
60.5%
PaidSearch
39.5%
100%
Audience not
reachedAudience
not reached
Search engines index more than just web sites
Search – content vs. sentiment
Search is now ubiquitous
Search – the future is context
Day 1
Day 2
Day 3
SOCIAL
>> Trends
What do social networks have in common
PERSONALIZED CONTENT
Social apps are a teeming sea of
user-generated content; each new
addition to a profile spurs responses
from friends and visits to friends’
pages to return the favor.
3THE CHANNEL OF US
Friends are an extension of one’s
personal brand, so connections
add value to a user’s profile.
Adding friends drives interactions.
2THE CHANNEL OF ME
Users provide a basic profile and
express their individuality by
customizing it with their bio,
tastes, blog entries, images,
songs, videos, widgets and
branded content.
1
Social media landscape
Type of
Content
Shared
Types of
Dialogue
140 character
messages
140 character
messages
Announce news, update
followers, provide short
bursts of information and share content
of interest
Announce news, update
followers, provide short
bursts of information and share content
of interest
Rich, multi-
media content
Rich, multi-
media content
Good for engaging, multi-
faceted conversations
rich with opportunity for interaction and content sharing
Good for engaging, multi-
faceted conversations
rich with opportunity for interaction and content sharing
Video, message
boards
Video, message
boards
Rich, intimate conversations
made possible by medium with
opportunity for viewer
interaction with message boards
and ratings
Rich, intimate conversations
made possible by medium with
opportunity for viewer
interaction with message boards
and ratings
Visual content
and images
Visual content
and images
Conversation
is generally
limited to
commentary
on images
posted
Conversation
is generally
limited to
commentary
on images
posted
Business networking
information
Business networking
information
Rich interaction is possible; often
leading to in-person
networking events or job
interviews
Rich interaction is possible; often
leading to in-person
networking events or job
interviews
How are brands participating
Build Community / Contribute
Add / Extend Features to Existing Site
Borrow Community
Buy Advertising on a Social Media Site
MOBILE
>> Trends
Some numbers…
Vendor1Q10
Volumes
1Q10 Market Share
1Q09 Volumes
1Q09 Market Share
1Q10/1Q09 Change
1. Nokia 21.5 39.3% 13.7 39.3% 56.9%
2. Research In Motion 10.6 19.4% 7.3 20.9% 45.2%
3. Apple 8.8 16.1% 3.8 10.9% 131.6%
4. HTC 2.6 4.8% 1.5 4.3% 73.3%
5. Motorola 2.3 4.2% 1.2 3.4% 91.7%
Others 8.9 16.3% 7.2 20.6% 23.6%
Total 54.7 100.0% 34.9 100.0% 56.7%
Top Five Converged Mobile Device Vendors, Shipments, and Market Share, Q1 2010 (Units in Million)
Apps…
Geolocation, Geolocation, Geolocation
An opportunity to create a persistent presence
Mobile payments becoming easier
The worldwide market for mobile payments will
grow to $633.4 billion by 2014, up from $68.7
billion in 2009 - Generator Research.
AUGMENTED REALITY
>> Trends
Not virtual…augmented
Augmented reality (AR) is a term for a live direct or indirect view of a physical
real-world environment whose elements are merged with (or augmented by)
virtual computer-generated imagery - creating a mixed reality. The
augmentation is conventionally in real-time and in semantic context with
environmental elements, such as sports scores on TV during a match. With the
help of advanced AR technology (e.g. adding computer vision and object
recognition) the information about the surrounding real world of the user
becomes interactive and digitally usable. Artificial information about the
environment and the objects in it can be stored and retrieved as an
information layer on top of the real world view. (Wikipedia)
Not virtual…augmented
Not virtual…augmented
Why bother…
Goal Strategies / tactics Metrics
AwarenessIncrease awareness of brand, product, issue
websites, advertising, word-of-mouth, blogger outreach, press releases
exposure, search visibility, unique users, page views, mentions, in-bound links
EngagementDeepen interaction with users to consider a brand, product, issue
websites, blogs, blogger outreach, word-of-mouth, press releases, email, mobile marketing
page views, time spent, blog posts & comments, downloads, content created, ratings, votes, feedback
ConversionConvert users from expressing interest to registering, buying etc
blogger outreach, email, word-of-mouth (communities, fan groups), search marketing, mobile marketing
sales, registration, subscription
LoyaltyMotivating people to buy again, support and advocate your brand, product or issue
websites, email, word-of-mouth (communities, fan groups), press releases, email
repeat purchases, referrals, return users, time spent, content created, ratings, votes, feedback, favorability
BELEZA
@fleander