Building Brands in a (Post-) Social Digital World
-
Upload
interactio-gmbh -
Category
Business
-
view
1.130 -
download
2
Transcript of Building Brands in a (Post-) Social Digital World
![Page 1: Building Brands in a (Post-) Social Digital World](https://reader033.fdocuments.in/reader033/viewer/2022052701/55d561dcbb61eb28038b4747/html5/thumbnails/1.jpg)
BUILDING BRANDS IN A
(POST-) SOCIAL DIGITAL WORLD
DR. MARKUS PFEIFFER 28.06.2012
![Page 2: Building Brands in a (Post-) Social Digital World](https://reader033.fdocuments.in/reader033/viewer/2022052701/55d561dcbb61eb28038b4747/html5/thumbnails/2.jpg)
“Technology is shifting power away from
the editors, the publishers, the
establishment, the media elite. Now it’s
the people who are taking control.”
Rupert Murdoch, 2005
![Page 3: Building Brands in a (Post-) Social Digital World](https://reader033.fdocuments.in/reader033/viewer/2022052701/55d561dcbb61eb28038b4747/html5/thumbnails/3.jpg)
500 million US$ in 5 years
![Page 4: Building Brands in a (Post-) Social Digital World](https://reader033.fdocuments.in/reader033/viewer/2022052701/55d561dcbb61eb28038b4747/html5/thumbnails/4.jpg)
THE PROBLEM …
Source: TNS Infratest, 2012
14% TRUST ADS
57% TRUST FRIENDS’ COMMENTS ABOUT BRANDS MORE
THAN THE BRAND’S MESSAGES
41% TRUST COMMENTS FROM PEOPLE THEY DON’T KNOW
MORE THAN THE BRAND’S MESSAGES
![Page 5: Building Brands in a (Post-) Social Digital World](https://reader033.fdocuments.in/reader033/viewer/2022052701/55d561dcbb61eb28038b4747/html5/thumbnails/5.jpg)
HYPOTHESIS 1
STILL, MANY MARKETERS
DON’T GET IT …
![Page 6: Building Brands in a (Post-) Social Digital World](https://reader033.fdocuments.in/reader033/viewer/2022052701/55d561dcbb61eb28038b4747/html5/thumbnails/6.jpg)
WHAT IS THE VALUE OF …
![Page 7: Building Brands in a (Post-) Social Digital World](https://reader033.fdocuments.in/reader033/viewer/2022052701/55d561dcbb61eb28038b4747/html5/thumbnails/7.jpg)
![Page 8: Building Brands in a (Post-) Social Digital World](https://reader033.fdocuments.in/reader033/viewer/2022052701/55d561dcbb61eb28038b4747/html5/thumbnails/8.jpg)
ATTENTION
OR #FANS
ALONE IS NO USE TO
ANY BRAND
http://www.flickr.com/photos/oquendo/3667609023/sizes/l/in/photostream/
YOUR BRAND
HERE OR HERE
![Page 9: Building Brands in a (Post-) Social Digital World](https://reader033.fdocuments.in/reader033/viewer/2022052701/55d561dcbb61eb28038b4747/html5/thumbnails/9.jpg)
NOBODY WANTS TO TALK ABOUT BRANDS
ONLINE,
UNLESS THEY GET FREE STUFF
Source: ExactTarget, CoTweet Study
![Page 10: Building Brands in a (Post-) Social Digital World](https://reader033.fdocuments.in/reader033/viewer/2022052701/55d561dcbb61eb28038b4747/html5/thumbnails/10.jpg)
HYPOTHESIS 1
FOUR STRATEGIES THAT
WORK…
![Page 11: Building Brands in a (Post-) Social Digital World](https://reader033.fdocuments.in/reader033/viewer/2022052701/55d561dcbb61eb28038b4747/html5/thumbnails/11.jpg)
HYPOTHESIS 1
USE SOCIAL AS
OPERATING SYSTEM
![Page 12: Building Brands in a (Post-) Social Digital World](https://reader033.fdocuments.in/reader033/viewer/2022052701/55d561dcbb61eb28038b4747/html5/thumbnails/12.jpg)
SOCIAL MEDIA IS NOT A MEDIUM LIKE A TV CHANNEL OR RADIO.
SOCIAL MEDIA IS (JUST) AN OPERATING
SYSTEM
AND „PASSPORT“
![Page 13: Building Brands in a (Post-) Social Digital World](https://reader033.fdocuments.in/reader033/viewer/2022052701/55d561dcbb61eb28038b4747/html5/thumbnails/13.jpg)
WHY?
SOCIAL AS A CHANNEL CANNOT
GROW ANYMORE
01234567
Hours spent per day
Hours spent per…
Source: Nielsen.com, Forrester Research
![Page 14: Building Brands in a (Post-) Social Digital World](https://reader033.fdocuments.in/reader033/viewer/2022052701/55d561dcbb61eb28038b4747/html5/thumbnails/14.jpg)
![Page 15: Building Brands in a (Post-) Social Digital World](https://reader033.fdocuments.in/reader033/viewer/2022052701/55d561dcbb61eb28038b4747/html5/thumbnails/15.jpg)
![Page 16: Building Brands in a (Post-) Social Digital World](https://reader033.fdocuments.in/reader033/viewer/2022052701/55d561dcbb61eb28038b4747/html5/thumbnails/16.jpg)
faberNovel, Facebook: The Perfect Startup, May 2012
![Page 17: Building Brands in a (Post-) Social Digital World](https://reader033.fdocuments.in/reader033/viewer/2022052701/55d561dcbb61eb28038b4747/html5/thumbnails/17.jpg)
HYPOTHESIS 1
PREPARE FOR A
MOBILE-ONLY WORLD
![Page 18: Building Brands in a (Post-) Social Digital World](https://reader033.fdocuments.in/reader033/viewer/2022052701/55d561dcbb61eb28038b4747/html5/thumbnails/18.jpg)
REVOLUTION HAS JUST BEGUN
0
1
2
3
4
5
6
Smartphone Users Dumbphone Users
Global Users (billions)
835 million
5,6 B
Source: Mary Meerer, Kleiner Perkins, Morgan Stanley Research Source: comScore
0%
10%
20%
30%
40%
50%
60%
Smartphone Dumphone
2011
2012
Europe users share
![Page 19: Building Brands in a (Post-) Social Digital World](https://reader033.fdocuments.in/reader033/viewer/2022052701/55d561dcbb61eb28038b4747/html5/thumbnails/19.jpg)
MOBILE WEB IS STILL INTERNET, BUT …
PROXIMITYFOR 91% OF THE POPULATION THE DEVICE IS ONLY AN ARM’s
LENGTH AWAY (24/7)
PERSONAL 60% OF MARRIED PEOPLE WILL NOT SHARE THEIR MOBILE WITH SPOUSE
RELEVANT10% OF UNDER-25 YEAR-OLDS FIND IT OK TO TEXT WHILST HAVING SEX.
Source: Gartner, 2010; Morgan Stanley, 2007; Wired Magazine, 2006); Retrevo Gadgetology Report, 2010
![Page 20: Building Brands in a (Post-) Social Digital World](https://reader033.fdocuments.in/reader033/viewer/2022052701/55d561dcbb61eb28038b4747/html5/thumbnails/20.jpg)
MOBILE REPLACES THE PC
Source: Business Insider SAI, Pascal-E. Gobry, Alex Cocotas, 02/2012
![Page 21: Building Brands in a (Post-) Social Digital World](https://reader033.fdocuments.in/reader033/viewer/2022052701/55d561dcbb61eb28038b4747/html5/thumbnails/21.jpg)
• COMPETING OPERATING SYSTEMS
• NO DE FACTO AD FORMAT THAT
REALLY WORKS
• A PLETHORA OF MARKETING
POSSIBILITIES
• EVEN MORE DATA TO GATHER AND
ANALYZE…
CHALLENGES IN MOBILE
![Page 22: Building Brands in a (Post-) Social Digital World](https://reader033.fdocuments.in/reader033/viewer/2022052701/55d561dcbb61eb28038b4747/html5/thumbnails/22.jpg)
HYPOTHESIS 1
ADD EVERYDAY VALUE
TO CONSUMERS
![Page 23: Building Brands in a (Post-) Social Digital World](https://reader033.fdocuments.in/reader033/viewer/2022052701/55d561dcbb61eb28038b4747/html5/thumbnails/23.jpg)
VALUE ADD IN DIGITAL
Source: Picture by exxonvaldez on flickr
Reward /
Gaming
Information
Social Emotional
Utility
![Page 24: Building Brands in a (Post-) Social Digital World](https://reader033.fdocuments.in/reader033/viewer/2022052701/55d561dcbb61eb28038b4747/html5/thumbnails/24.jpg)
= Kill time
= Save time
![Page 25: Building Brands in a (Post-) Social Digital World](https://reader033.fdocuments.in/reader033/viewer/2022052701/55d561dcbb61eb28038b4747/html5/thumbnails/25.jpg)
GAMING MECHANICS ARE THE NEW
HOLY GRAIL FOR MARKETING:
− POINTS
− LEADERBOARDS
− LEVELS
− ACHIEVEMENTS
− BADGES
− CHALLENGES
− REWARDS
− …
![Page 26: Building Brands in a (Post-) Social Digital World](https://reader033.fdocuments.in/reader033/viewer/2022052701/55d561dcbb61eb28038b4747/html5/thumbnails/26.jpg)
Reward Value Information
Value
Social ValueEntertainment
Value
Functional
Value
CREATING VALUE IN THE CONTEXT OF DAILY LIFE USAGE OF THE PRODUCT
FUNCTION + INFO + SOCIAL + GAMING
![Page 27: Building Brands in a (Post-) Social Digital World](https://reader033.fdocuments.in/reader033/viewer/2022052701/55d561dcbb61eb28038b4747/html5/thumbnails/27.jpg)
Reward Value Information
Value
Social ValueEntertainment
Value
Functional
Value
CREATING VALUE IN THE CONTEXT OF DAILY LIFE USAGE OF THE PRODUCT
FUNCTION + INFO + SOCIAL + GAMING
![Page 28: Building Brands in a (Post-) Social Digital World](https://reader033.fdocuments.in/reader033/viewer/2022052701/55d561dcbb61eb28038b4747/html5/thumbnails/28.jpg)
HYPOTHESIS 1
CONNECT YOUR
PRODUCTS TO THE WEB
![Page 29: Building Brands in a (Post-) Social Digital World](https://reader033.fdocuments.in/reader033/viewer/2022052701/55d561dcbb61eb28038b4747/html5/thumbnails/29.jpg)
THERE ARE OVER 1 BILLION COMPUTERS IN THE WORLD
AND NEARLY 1 BILLION SMARTPHONES. BUT A
100.000.000.000 THINGSRAFI HALDJIAN
Source: IDC, Gartner, The Real Life Social Network, Google (2010)
![Page 30: Building Brands in a (Post-) Social Digital World](https://reader033.fdocuments.in/reader033/viewer/2022052701/55d561dcbb61eb28038b4747/html5/thumbnails/30.jpg)
BY THE END OF 2015
15 BILLION OBJECTS WILL BE CONNECTED TO THE INTERNET AND
GENERATE OVER 30% OF TRAFFICSOURCES: IDG, GARTNER
![Page 31: Building Brands in a (Post-) Social Digital World](https://reader033.fdocuments.in/reader033/viewer/2022052701/55d561dcbb61eb28038b4747/html5/thumbnails/31.jpg)
“MUST” STRATEGIES
1. SOCIAL WEB AS OPERATING SYSTEM
2. PREPARE FOR A MOBILE ONLY INTERNET
3. ADD EVERYDAY VALUE
4. CONNECT YOUR PRODUCTS
![Page 32: Building Brands in a (Post-) Social Digital World](https://reader033.fdocuments.in/reader033/viewer/2022052701/55d561dcbb61eb28038b4747/html5/thumbnails/32.jpg)
Download presentation at:
http://www.slideshare.net/mpfeiffer/
Email: [email protected]
Twitter: @markuspfeiffer1
www.bloom-partners.com