Transformation in Digital Advertising
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13-Sep-2014 -
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Gunther Schumacher, President & Chief Operating Officer of OgilvyOne Worldwide, the world’s pre-eminent Customer Engagement Agency, was the keynote speaker at LinkedIn’s recent TechConnect event in Silicon Valley. His presentation, entitled “Transformation in Digital Advertising,” presented a rationale for the use of social media to engage B2B audiences, including the staggering statistic that 61% of B2B marketers report leads generated by social media. Gunther proposed that the rise of social media has expanded the definition of value to include the network effect of advocacy and active collaboration and co-creation and that technology, creativity and data work together to maximize the network effect and capture Total Customer Value. His presentation drew upon the latest research from OgilvyOne into how Total Customer Value can be created and demonstrated how the Customer Engagement Agency has effectively achieved this for global business-to-business clients including IBM, DuPont and UPS.
Transcript of Transformation in Digital Advertising
#inTC13Gunther SchumacherWorldwide President & COOOgilvyOne Worldwide
@OgilvyOne
TRANSFORMATION IN DIGITAL ADVERTISING
This Is Not Your Customer
She
is Your
Customer
100%
Use social mediaSource: DHR International Survey in Forbes: “LinkedIn Is Preferred By Executives,” April 9th, 2013
A Changed Landscape
A Changed Landscape88% of business execs use LinkedIn often or very often (1)
61% of B2B marketers report leads generated by social media (2)
75% of tech decision makers engage with vendors through social media (3)
59% of tech decision makers are more influenced by social than by online media (3)
58% of decision makers turn to social media to learn from trusted peers (3)
Source 1: DHR International Survey in Forbes: “LinkedIn Is Preferred By Executives,” April 9th, 2013Source 2: eMarketer.com: B2B Social Media Lead Generation: Best Practices for 2013, August 20, 2013Source 3: BreakingGov.com “Why Social Media Networks are Gaining a Greater Role in IT Decisions” January 8, 2013
Social = Business
COLLABORATION
ADVOCACY
LIFETIME
TRANSACTIONS
I N D I V I D U A L}N E T WO R K}
Total Customer Value
G l o b a l S o c i a l L o y a l t y S t u d y
Country
USA
UK
Germany
France
Brazil
China
India
Indonesia
Mexico
UAE
South Africa
Category
Airlines
Banking
Cars
Face Care
IT Hardware
IT Solutions
Male Grooming
Telecom
TV’s
Softdrinks
&
Relative Likelihood to Engage Socially
0%#
100%#
200%#
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500%#
600%#
0%#
10%#
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Brazil'
China'
USA' UK
'
Germany'
France'
India'
Mexico'
Japan'
Thailand'
OVERALL'
Recommenders'NonDrecommenders'
0%
Impact of Social Engagement on Loyalty
0%#
100%#
200%#
300%#
400%#
500%#
600%#
0%#
10%#
20%#
30%#
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50%#
60%#
70%#
Brazil'
China'
USA' UK
'
Germany'
France'
India'
Mexico'
Japan'
Thailand'
OVERALL'
Recommenders'NonDrecommenders'
0%
Impact of Social Engagement on Loyalty
Recommenders: +15%
Non-Recommenders:+424%
Overall: +348%
!400%%
!200%%
0%%
200%%
400%%
600%%
800%%
!40%%
!20%%
0%%
20%%
40%%
60%%
80%%
Airlines%
Banking%
Cars%
Comm
s%Providers%
Face%Care%
IT%Hardw
are%
IT%SoluBons%
Male%Grooming%
SoE%D
rinks% TV
%
Overall%
Recommenders*Non,recommenders*
0%
Impact of Social Engagement on Loyalty
!400%%
!200%%
0%%
200%%
400%%
600%%
800%%
!40%%
!20%%
0%%
20%%
40%%
60%%
80%%
Airlines%
Banking%
Cars%
Comm
s%Providers%
Face%Care%
IT%Hardw
are%
IT%SoluBons%
Male%Grooming%
SoE%D
rinks% TV
%
Overall%
Recommenders*Non,recommenders*
0%
Recommenders: +76%
Non-Recommenders: +337%
Overall: +402%
Impact of Social Engagement on Loyalty
F I N A N C I A LS T R U CT U R A L
S O C I A LE M OT I O N A L
Use all 4 Bonds
F I N A N C I A L
- M E M B E R S H I P R E WA R D S
S T R U CT U R A L
- A N N U A L F E E
S O C I A L
- M E M B E R - G E T - M E M B E R
E M OT I O N A L- ” M E M B E R S I N C E ”
Example American Express
How to Navigate this World
WHAT YOU HAVE TO EXCEL AT
SEARCH SOCIAL MOBILE
PERFORMANCE MARKETING
E COMMERCE CONTENT
DATA & TECHNOLOGY
TRIGGEREVENTS
RESEARCH
SHOP &PURCHASEUSAGE
SHARE
Understanding the Customer Journey is Key
Can You ReadDigital Body Language?
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Can You ReadDigital Body Language?
LO C AT I O N
S I T E S
C O N V E R S AT I O N S
S E A R C H E S
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= Purchase Intent
Search Insights
Post-Play Interaction
Content/Development
Tagging and Optimizing Distribution Improved
Results
Listen & Observe before You Create
Invite your Customers to Participate
SMARTER CITIES
Technology = The New Creative
Talent Implications
Hire Diverse, Multi-dimensional Talent
Your Customers Choose the Channel
US Open - Engagement Ecosystem
Tell Engaging Stories
“You cannot bore people into buying your product...”
The World’s Smallest Movie
Recap
Capture individual and network value- understand each customer’s value
- create social bonds through participation
Capture individual and network value
Start with individual customer journeys- read digital body language
- let your customer choose the channel & journey
Capture individual and network value
Start with individual customer journeys
Tell engaging stories- hire diverse, multi-dimensional talent
- listen & observe first, then create
- technology = the new creative
Capture individual and network value
Start with individual customer journeys
Tell engaging stories
Questions? #inTC13
Thank You #inTC13
