LBi Branded Content Dutch Tourism Expo 2012

inspiratie

Wednesday 11 January 12 Wk

vandaag


the importanceof a relevant story


me


I want

to seethe world


Thecla ThielemansLBi Branded Content

@Thecla020LBi The Netherlands


A global marketing and technology agency, blending

insight, creativity and technology to create

business value.


26 offices in 16 countries


We built one company


LBi Branded ContentAMSTERDAM - LONDON - NEW YORK


what happened?


Campaign Campaign Campaign

Bought BoughtBought


Earned

BoughtEarned

BoughtEarned


Bought



Owned

EarnedBought


What’s your story?


Do I like you?


YoutubeFacebookHyvesLinkedInTwitter

6.161.5004.979.0004.854.5002.962.5002.489.000

Bron: Newcom

Nederland


Zo’n 44% van deFacebook gebruikers gebruikt het sociale

netwerk elke dag.

Bron: Newcom

Nederland


72% van alle socialnetwork gebruikers raadpleegt dagelijks

meerdere social media accounts terwijl

ze op reis zijnBron: Tripl


It’s not just young people using social networking anymoreIt’s everyone

Bron: comScore Media Metrix


Bron: Focus.com


Gemiddeld besteden fans 78 dollar meer dan niet fans.

Bij fans is de kans op een vervolgaankoop 28% hoger.

Bij fans is de kans op het aanraden van een product aan

vrienden 48% hoger.Bron: Focus.com


Germany 18.81m

47%

38%

32%

Brazil 33.49m

54%

51%

34%

Mexico 12.80m

52%

63%

37%

Spain 10.10m

47%

45%

36%

USA 114.55m

51%

51%

20%

Canada 11.72m

54%

43%

26%

UK 19.27m

44%

40%

28%

The Netherlands 6.30m

45%

42%

18%

Poland 12.03m

48%

46%

26%

Italy 12.66m

38%

49%

36%

China 155.29m

47%

53%

34%

Russia 26.06m

56%

62%

46%

Japan 13.66m

16%

16%

8%

South Korea 10.93m

23%

33%

11%

Philippines 14.43m

60%

73%

46%

Indonesia 18.93m

57%

66%

52%

Singapore 1.96m

48%

57%

32%

Australia 7.05m

50%

48%

27%

Malaysia 11.50m

54%

63%

41%

Hong Kong 2.56m

39%

56%

33%India 35.08m

50%

64%

49%

France 15.92m

57%

45%

28%

Global Map of Social Networking 2011

About the MapThis shows the universe size of active social networkers for each market and then segments users into three behaviour types: Messagers, Groupers and Content Sharers. This behavioural data is based on a number of detailed questions we conduct into the way that consumers use social networks. Because social networking is now so big and touches every aspect of our internet experience, this detail is essential for the effective planning and implementation of marketing activity across social networks. This data reveals that users across the world are very different in how they utilise their network, with more focus on messaging and less on content sharing in established markets like the US and UK but more focus on content and groups in fast growing markets like Indonesia and China.

Behaviour Types:active social networkers (millions)

content sharers

joiners and creators of groups

messagers and mailers

designed by [email protected]

Find out more /// www.globalwebindex.net/mail /// [email protected]

The most detailed study on the consumer adoption of the internet ever compiled:

PC /// Mobile /// Tablets /// TV sets /// Gaming 100K+ surveys a year /// 3 waves a year /// 36 markets

% A

ctive Online U

sers

UK

Canad

a

Russia

Japa

nInd

ia

Netherl

ands

Hong K

ong

USA

Global

Avera

ge

Poland

South

Korea

German

y

Mexico Ita

lySpa

in

Franc

e

Singap

ore

Philipp

ines

Indon

esia

Brazil

Malays

iaChin

a

Austra

lia0%

10%

20%

30%

40%

50%

60%

70%

80%

Global Social Network Penetration


Mensen bestedenmeer dan de helft

van hun tijdonline met content.

Bron: GotContent.nl


Bron: GotContent.nl


2011 was de doorbraak voorvideo op de mobiel. Met meer smart phones en tablets dan

ooit serveert alleen YouTube al 400 miljoen video’s op mobile devices per dag (bijna 15% van

het totaal).


LBi Global Content Offering


onze aanpak


Engage people with storytelling, by using a

smart media mix, and by making efforts add up

in a continuous process


Broadcast content & brandingOmroep WNL


Global Location Based campaignHeineken Trophy Hunt


Global BMX content platformBMX 24/7 with Endemol


Conversation & brand storyUS: Honest Tea


Social roadtrip & brand storyItaly/US: Meltin’Pot Jeans


aan de slag...


Customer journey: voor, tijdens & na


Emotional stickiness

Dialogue and sharing

Authentic and relevant


Integrated and optimized

Value in owned media

Build on user insight


Performance optimization

Growth of customer value

Orchestrated communication


Storytelling1. Authentic and relevant2.Emotional stickiness3.Dialogue and sharingMedia mix4.Build on user insight5.Use media that people use6.Collect data via owned mediaContinuous7.Orchestrated communication8.Performance optimization9.Return value to the customer

ChecklistAdvertisement1. Superficial tricks and jokes2.Empty messages3.One way talk and promisesMedia preoccupation4.Interrupts what you try to do5.Fragmented and/or absent6.Low ROI bought mediaHit and run7.Silence after the campaign8.Performance left to sentiment9.Customer not taken seriously

Pitfalls


[email protected]@Thecla020LBi The NetherlandsWWW.LBI.NL

Thank you!


mailto:[email protected]






















http://WWW.LBI.NL

http://WWW.LBI.NL



LBi Branded Content Dutch Tourism Expo 2012

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