Vlajo181111

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Gent, 18-11-2011, sessie 'communicatie'

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Vlajo181111

  1. 1. Vlajo, 18 november 2011 THE STATE OF THINGS (marketing-wise)Friday 18 November 11
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  3. 3. AdNerds The Radically Digital Division of Proximity BBDOFriday 18 November 11
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  6. 6. From simple to complex The state of paper media The state of television The state of traditional online bannering The state of social media The new and improved role of traditional mediaFriday 18 November 11
  7. 7. From simple to complexFriday 18 November 11
  8. 8. the advertising model is brokenFriday 18 November 11
  9. 9. Advertising used to be simpleFriday 18 November 11
  10. 10. Paid MediaFriday 18 November 11
  11. 11. The old consumer decision journey many brands fewer brands final choice BUYFriday 18 November 11
  12. 12. Advertising is not so simple anymore…Friday 18 November 11
  13. 13. Paid Media Owned Media Earned MediaFriday 18 November 11
  14. 14. Today’s consumer decision journey r side con eva lua te The Loyalty Loop BO ND advo cate BUY enjoyFriday 18 November 11
  15. 15. Media that’s targeted at you but doesn’t include you may not be worth sitting still for. Clay Shirky, The Cognitive SurplusFriday 18 November 11
  16. 16. The state of paper mediaFriday 18 November 11
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  22. 22. Smartphones Surpassed Feature Phone Shipments in W. Europe (Q2:10) / USA (Q1:11); ROW to Follow Smartphone Shipments as % of Total Mobile Phone Shipments by Region, Q1:08 – Q2:11 100% North America Smartphone > Feature % of Quarterly Mobile Phone Shipments 80% Western Europe Phone Shipments Rest of World (ex. Japan) 60% 50% 40% 20% 0% Q1:08 Q3:08 Q1:09 Q3:09 Q1:10 Q3:10 Q1:11 Source: Data per Ehud Gelblum, Morgan Stanley Research. Note: In Japan, smartphone exceeded feature phone in Q4:08.Friday 18 November 11
  23. 23. The state of televisionFriday 18 November 11
  24. 24. We all wield media nowFriday 18 November 11
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  30. 30. Somewhere in the middle of nowhere…Friday 18 November 11
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  38. 38. “Our study found that 63% of TV commercial impressions were avoided simply by not paying attention to the screen.”Friday 18 November 11
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  42. 42. Second Screen Source: NielsenFriday 18 November 11
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  44. 44. The state of traditional online banneringFriday 18 November 11
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  48. 48. The state of social mediaFriday 18 November 11
  49. 49. The Media Spectrum Google Adwords TV advertising Short Term Long Term Highly Relevant Might be Relevant Conversions Impressions CPA GRPFriday 18 November 11
  50. 50. Where in the Media Spectrum does social media fit? 4,4 million users rs? 1 05K use 25K users? Google Adwords Social Media TV advertising & Short Term Short Term Long Term Long Term Highly Relevant Highly Relevant Might be Relevant Might be Relevant Conversions Conversions Impressions Impressions CPA CPA GRP GRP * Belgian figuresFriday 18 November 11
  51. 51. "Typical approaches that focus on raw fan counts, or the total number of engagements on a given piece of content, fail to depict the potential and realized scope of social media brand impressions" The Power of Like, Co & Facebook, May 2011Friday 18 November 11
  52. 52. FACEBOOK, A VIRAL PLATFORMFriday 18 November 11
  53. 53. # fans 23.000.000 784.000.000 6.059 1.245.213 # unique friends / fan 34 207 The Power of Like, Co & Facebook, May 2011Friday 18 November 11
  54. 54. Facebook has become our de facto advertising platform Jim Hanna, Starbucks Coffee CompanyFriday 18 November 11
  55. 55. ComScore finds a high degree of similarity between the tastes of friends.Friday 18 November 11
  56. 56. Two ways to get people to “like” you... organic marketing effortsFriday 18 November 11
  57. 57. Like Widget “Friend us on FB” Ads organic Search Friend SuggestionFriday 18 November 11
  58. 58. Like-gates Like us first & win... Coupons Share a wall post and get a coupon! Invite Friends Invite friends to get benefits. marketing efforts Exclusive Content Leave your credentials for a wallpaper...Friday 18 November 11
  59. 59. Two typical consequences Your virtual fan base resembles or differs from your actual fan baseFriday 18 November 11
  60. 60. Two typical consequences te like-ga like wi dget Your brand new fans are staying or leaving you.Friday 18 November 11
  61. 61. UNDERSTANDING HOW TO REACH YOUR FANSFriday 18 November 11
  62. 62. It’s a little bit about math... an edge is an interaction with your wall post: a like, a comment, a share as well as the post itself Edgerank = ∑ e=1 n affinitye x weight e x time decay e edge affinity of an every type of edge has a the time decay is is higher specific weight: higher o 1) for fans wh act 1) on the creation side: 1) if an edge h is ter frequently indates some types of posts are recent enoug with your up son tions worth more 2) in comparis edge 2) for interac o are 2) on the interaction side: with the previ ou by friends whll a comment is worth more fans as we than a like or a shareFriday 18 November 11
  63. 63. Volvo Opendeurdagen Banner Ad Test The initial setup... !Friday 18 November 11
  64. 64. Volvo Opendeurdagen Banner Ad Test The social work-around Jan Algoed is attending Volvo Opendeurdagen 2011 Volvo Open !Friday 18 November 11
  65. 65. A target audience of 1.254.213 Facebook usersFriday 18 November 11
  66. 66. Short Term Ad Performance expressed in Incidences 7.523.802 1.010 impressions new fans 0,03% avg CTR 2.356 clicksFriday 18 November 11
  67. 67. The new and improved role of traditional mediaFriday 18 November 11
  68. 68. We went from a monologue to a dialogue. Mass media will continue to play a role. But its role has changed. John Hayes, Chief Marketing Officer American ExpressFriday 18 November 11
  69. 69. insights media usage message DIABOLO MODEL paid acted impressions WE TALK owned interaction expressions YOU TALK earned real users usage metricsFriday 18 November 11
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  74. 74. Max Gebhardt (°1990) Max Arlestig (°1990)Friday 18 November 11
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  76. 76. Turning to so-called influentials, will make it very hard to actually know or measure what your communication efforts do for your brandFriday 18 November 11
  77. 77. so- nulle d influentials, Turning toThe ca mber o afans lis only of of ctua ly e impoy hard tif your content is r will mak it ve rtance t your a know or measure wh in invitinrgyconsumers successful fo rts do fo our com munito interaf cation e ct brandFriday 18 November 11
  78. 78. dllr ofi f l uentia s, ll have an The nuTraaeitionnflmedia lsti g to somb ed a ns isually -c Turninim a act on o f p i r venco ifad to le to e ot timpe rtrynturoconteplay. Creativity a ry ha o r will makc a sn rvnwnmtire im nrtant one. su cesasueeenhat your po t is ow o r me f l i i vio ng consuur kn t o in tcaaictn efforts do f r yomers com muni er t o brandFriday 18 November 11
  79. 79. Thx!Friday 18 November 11

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