SMW SP Red Ant & Babelfish Macro Social Trends & China vs Brazil 15-2-2012

Marketing Inflection Point@SMWSP 15-2-12 PAGE 1

Percent of CMOs feel underprepared 71% of CMOs - Chief Marketing Officers - the world feel unprepared to deal with the explosion data. In Brazil the rate was even higher: 78%. IBM CMO Study Oct 2011 PAGE 2

Worldwide Social Trends• Migrating from tactical to sustainable social• Aligning Strategies – Global strategic playbooks / guidelines / content toolkits– local implementation – Integration: CRM, PR, Call Centre / SAC• Big Data & Technology – Analytics – Profile amplification• Social commerce PAGE 3

Migrating from tactical to sustainable social PAGE 4 PAGE 4

END OF “CATCH AND RELEASE” MARKETING MARKETING ACTIVITY TIME We spend a lot of money to get peoples attention Now we need to incorporate sustainable activities to remarket and maintain persistent awareness / drive people to a desired action PAGE 5 5

Time to make a decision is different for eachcategory Demand / Awareness Opinion / Interest Same general decision process.... Consideration / Desire but different... Intention Purchase PAGE 6

Influencing Purchase Decisions Awareness Purchase • Balance mass and segmented communication • Content infrastructure that is both ―Push‖ and ―On demand‖ • Content that balance reactive and proactive decisons PAGE 7 7

We dont know when the consumer will enterprocess Not actively considering Aware of need Relevance Engagement Shopping Purchase Using and evaluating Ownership 7 Years PAGE 8

Few messages to Many messages Many Few PAGE 9

New options facilitating an investment shift fromdemand generation to more persistentenvironmentsReach Build Awareness Persistent environments Building Block #1 Building Block #2 Building Block #3 Building Block #4 Building reach Building Rapid Reach Building Frequency Continuity & Push a message out to Secondary Media Reinforce message Always On content prospects Internet Internet Internet Pay TV Pay TV Social marketing Open TV Weekly mag Magazine Magazine Cinema Video Projects POS PR OOH Aps / Services Email PAGE 10 V 3.1 4-10-11

Content Ecosystem : Paid, Owned & Earned OWNED FEEDBACK EMAILS CRM PROGRAM NEWSLETTERS SAC (DIGITAL) ECOMMERCE PACKAGING EXTRANET SAMPLING COMPANY SUPPORT/ HOTSITES WEBSITE APPS DISPLAY MEDIA FORUM PERFORMANCE BLOGS (OLA, SEM, CPR) SPONSORSHIP / CROWDSOURCED PROD.PLACEMENT CONTENT DR, DM, EMAIL REVIEW SITES MKT GAMES / TOOLS / EARNED WIKIPEDIA SERVICES FLUIDPAID MOBILE CONTENT SOCIAL NET. SITES (ADS, APPS, SEM) ORGANIC YOUTUBE (SEO, PR) AFFILIATE DEALS, TWITTER EXCHANGES DIGITAL DISPLAYS FLICKR/ PICASA POS PROMOTIONS & SYNDICATED EVENTS, STUNTS CONTENT ALL PLACES CONSIDER: WEB BROWSER, MOBILE BROWSER AND MOBILE APP PAGE 11 V 3.1 4-10-11

Build Detailed, Linked Experience Maps PUSH NOTIFICATIONS BLUE BOX SOCIAL INTEGRATION .COM ACTIVATION BE BE BE BE BE CE BE UA UA FB.COM/ @AMERICANEXPRE FB.COM/MEMBERSP CURRENCY.CO YOUTUBE M AMEX SS ROJECT NEWS FEED. E-HUB Distribution/ Deals UA Syndication MYCA MEDIA/DRIVERS UA BE FACEBOOK.COM/ FB MEDIA ACTIVATION (MTV, LIKE, SPIN) ―Like‖ ZYNC ZYNC CENTER 89K FANS TO CE DATE DIGITAL MEDIA BE CE C UA CE ORGANIC Incentive (SEARCH, EDITORIAL, UGC) ENGAGEMENT HUB C CE CE C PERFORMANCE MEDIA C CE APPLY CENTER DIRECT MAIL (CALL CENTERS) CE BROADCAST MEDIA (TV, OOH, PRINT, RADIO) DIRECT INDIRECT PROPOSED CM P CM + P 12 PAGE 12 PAGE 12 V 3.1 4-10-11

Aligning strategies PAGE 13 PAGE 13

The road to success: Curiosity and understandingUnconsciously - Consciously - Unconsciously - Consciously - Incompetent Incompetent Competent Competent Brilliant, but can´t tell I know it´s wrong, Learn from mistakes Don´t know what you how I got there – but I don´t want to Architected solutions, I dont know solutions not scalable change Art & Science or replicable PAGE 14

So much happening…………… Mapping / Lacation& Application: Advanced Design WebsiteCustomer Relationship Strategy Promotions Integrated sponsorships / QR Codes / Based packages Value/ based segmentation mapping Customer journey eCommerce Affiliate Deals / Website Design Basic Ads Dynamic messaging optimisation Behavioural Targetting / Contextual Mobile / WirelessConfigurators / simulators integration packages / Ad networks / In Car / AugmentedPR integration Mass advertising campaigns Social EventsIntegrated digital / traditional tactics – e.g. unified presentations Media Direct MarketingMicro Sites / Hotsites Basic Social Marketing / Blogs / Call Centres / Telemarketing Web Sites / Search Engine Optimisation Simulation / Collaboration Site Maintenance Forums and events tools Marketing Database Distributed Content Content planning / architectures Cluster targeting Email Toolkits & Playbooks Consumer Generated Content / Crowdsourcing Search Engine Marketing /Behavioral & Contextual Targeting Data capture / management Aggregation tools for commentsdemographic Target segmentation - / SEO links Call Centres Product experience reporting tools targeting Syndicated Content segmentation – demographic Paid Search / proprietary events Product Sampling / Simulcasts Governance / Demographic Content / (ARG) Target Content versioning Capability roadmaps Branded Online WOM : Viral Marketing Web Analytics: Adv.Advertising Banner - Clear success metrics Desktop Tools - Softwares / Skins / Widgets test and learn Sponsorships / Product Placement Supply Chain Integration Basic Web Analytics: Adv. Traditional Mass Media ServicesattributionGaming Physical / online / Apps / analysis Crowdsourcing Traditional / Digital Strategy Integration Of SaleConsumer voting / comments Point / Kiosks / Shopper Marketing Basic message integration Edugaming / Advergaming Search engine marketingTechnical innovation stunts Consumer journey mapping Promotions Instore signage / installations / integration StreamingLoyalty programs Video / Audio Database consolidation Custom events Process automation Core idea focussed & links between actionsIntermediary Strategic Integration Integrated marketing communications Seeding Innovation Domain strategy Isolated tactical actions Fully Integrated Planning Strategic toolkits planning Connection Process integration Proprietary tools / interfaces Custom tools Store in store Social networks talkability tracking Simple Direct e.g.Search Engine MarketingConsumer Generated Content Endomarketing Channel planning E mail marketing Web Analytics: Advanced Database mining and marketing Cross-Media Measurements Lead management Communications platforms Party brands / equity Target segmentation –Third Integrating behavioural In-store integration e.g. sales data Data analytics eLearning / games / roleplay Viral / Stunts Logistics solutions Attribution Analysis Basic Dashboards Ongoing plots e.g. Games / storytelling Data driven insights Data Collection Conversation tracking & mapping Self serve configurators Message segmentation Search Engine Optimisation Data Modelling Conversation projection / stimulate topics Calendar of conversation topics / Story CMS (Content Management Systems) Service Development Product Research Search projection Data Engine Optimisation & Development Advanced profiling segmentation – behavioural Target E-Learning basic Emerging Content R&D Behavioural / Automated profiling Advanced optimisation Tactical hotsites / tactics Product Development Test and learn structures Decentralised content distribution: existimng 3rd party sites / toolsRetargetting / remarketingYield management systems Open source content alliances Behavioral & Contextual Targeting Cross platform applications Advanced Dashboards Contextual offers AD Network integration Enterprise Solutions Loyalty programs Database mining and marketing Basic direct response PAGE 15 V 3.1 4-10-11

SOCIAL NETWORKING AND MICRO-BLOGGINGHAVE GROWN FASTER THAN ANY OTHER ACTIVITY PAGE 16

Start by sorting the information………. Tactics Edugaming / Advergaming Promotions Point Of Sale / Kiosks / Shopper Marketing Traditional Mass Media Sponsorships / Product Placement Services / Apps / Gaming Banner Advertising Desktop Tools - Softwares / Skins / Widgets Branded Content / (ARG) Product Sampling Search Engine Marketing / Paid Search Email Syndicated Content / Simulcasts Call Centres Consumer Generated Content / Crowdsourcing Micro Sites / Hotsites Web Sites / Search Engine Optimisation Social Marketing / Blogs / Call Centres / TelemarketingDatabase Marketing Events Direct Marketing Mobile / Wireless / In Car / Augmented Behavioural Targetting / Contextual Ads Affiliate Deals / eCommerce Viral Streaming Video / Audio / Stunts QR Codes / Mapping / Lacation Based Strategies Promotions Intermediary Strategic Integration Integrated sponsorships / packages & Application: Advanced Design Website Value based Customer Relationship Strategy segmentation Dynamic messaging / optimisation Customer journey mapping / Website Design Basicpackages / Ad networks ConfiguratorsPRsimulators Media Social integration presentations Basic Integrated digital / traditional tacticsintegration – e.g. unified Mass advertising campaigns Simulation / Collaboration tools Forums and events Site Maintenance Content planning / architectures Distributed Cluster Content Aggregation tools for comments / SEOtargeting demographicContextual Targetingcapture / managementPlaybooks Target segmentation -Behavioral links Toolkits & & Data Target Governance //–proprietary events segmentation reporting roadmaps demographic Product experience Capability tools targeting Demographic Web Analytics: Adv.:-Viral Marketingmetrics Clear success Online WOM Analytics: Adv. testChain Integration Content versioning Web Basic Search and comments learn Crowdsourcing Supply engine marketingTechnical Physical / online attribution analysis Consumer BasicCore idea signage / & links message integration /between actions Integration innovation stunts Traditional voting ConsumerDatabasemapping Digital Strategy events Instore focussed installations / journey consolidation / integration Custom automation Integrated marketing communications Processplanning Strategic toolkits Isolated tactical actions Connectiontactics Data interfaces driven insights Seeding integration strategy Innovation Loyalty Custom tools Process Domain Integrated Planning Proprietary tools / Tactical hotsites / programsStore Fully talkability tracking Consumer Simple Search Engine Marketing in store Endomarketing Social networksChannel planning Generated Content Direct e.g. E mail marketing Web Analytics: Advanced Database mining and marketing Cross-Media Measurements Target segmentation – platforms / equity Integrating Third Party brands Communications behavioural eLearning / games / roleplay Lead management Decentralised content distribution:Behavioral & Contextual Targeting Logistics solutionsexistimng 3rd party sites / Data analytics toolsRetargetting / BasicIn-store /Attributione.g. sales data Ongoing plots e.g. trackingintegration Analysis remarketing &response Basic direct storytelling Dashboards Games Message segmentation projectionConversationSearchData Collection Conversation Story topics serve mapping Self Engine Optimisation / stimulateE-Learning basicconfigurators Calendar of conversation topics / Service Development Target segmentation – behavioural Modelling Advanced CMS Research &Engine Optimisation Product (Content Management Systems) profilingSearch projection Data Advanced optimisation Development Data Emerging Content R&D Product DevelopmentAutomated profilingstructures Behavioural / source content alliances Open Test and learn management systems Yield Cross platform applications Advanced Dashboards AD Network integration Contextual offers Enterprise Solutions Database programs marketing Loyalty mining and PAGE 17 V 3.1 4-10-11

Start by sorting the information………. Tactics Edugaming / Advergaming Promotions Traditional Mass Media Sponsorships / Product Placement Point Of Sale / Kiosks / Shopper Marketing Services / Apps / Gaming Banner Advertising Product Sampling Desktop Tools - Softwares / Skins / Widgets Branded Content / (ARG) Search Engine Marketing / Paid Search Email Syndicated Content / Simulcasts Call Centres Events PAID Micro Sites / Hotsites Web Sites / Search Engine Optimisation OWNED Generated/ Content / Crowdsourcing EARNED Consumer Social Marketing / Blogs Call Centres / Telemarketing Database Marketing Direct Marketing Streaming Video / Audio Mobile / Wireless / In Car / Augmented Affiliate Deals / Behavioural Targetting / Contextual Ads eCommerce Viral / Stunts QR Codes / Mapping / Lacation Based Strategies Content versioning Database consolidation / integration Physical / online attribution analysis Website Design Basic Intermediary Strategic Integration Process automation Strategic toolkits Store in store Site Maintenance Website & Application: Advanced Design Product Research & Development Web Analytics: Advanced Fully Integrated Planning Target segmentation – demographic Customer Relationship Strategy Innovation Behavioral & Contextual Targeting Database mining and marketing Domain strategy Customer journey mapping Data projection Cross-Media Measurements Process integration Loyalty programs Search Engine Marketing Value based segmentation In-store integration e.g. sales data Social integration Custom tools Simple Direct e.g. E mail marketing Dynamic messaging / optimisation Attribution Analysis Connection planning Data capture / management Mass advertising campaigns Distributed Content Instore signage / installations Communications platforms Configurators / simulators Traditional / Digital Strategy Integration Simulation / Collaboration tools Standard content formats Data driven insights Open source content alliances Integrated marketing communications Toolkits & Playbooks Media packages / Ad networks Channel planning Behavioral & Contextual Targeting Core idea focussed & links between actions Capability roadmaps Basic executional measurement Integrating Third Party brands / equity Emerging Content R&D Ongoing plots e.g. Games / storytelling Endomarketing Demographic targeting Web Analytics: Adv. - Clear success metrics Custom branded content Search engine marketing DISCOVERY CONVERSATION Governance / reporting tools TRANSACTION Tactical hotsites / tactics ENTERPRISE Content planning / architectures Product experience / proprietary events Cluster targeting Yield management systems Calendar of conversation topics / Story (BUSINESS PROCESSstunts (MASS MARKETING) Isolated tactical actions (SOCIAL MARKETING) Advanced profiling (PERFORMANCE MARKETING) Technical innovation Basic Dashboards AND PRODUCT INNOVATION) Behavioural / Automated profiling Aggregation tools for comments / SEO links Consumer Generated Content Basic test and learn Logistics solutions Contextual offers Conversation tracking & mapping Decentralised content distribution: Conversation projection / stimulate topics Data analytics AD Network integration Web Analytics: Adv. existimng 3rd party sites / tools Proprietary tools / interfaces Cross platform applications Database mining and marketing Data Collection Target segmentation - demographic ) Consumer voting / comments Self serve configurators Loyalty programs Search Engine Optimisation Message segmentation Consumer journey mapping Test and learn structures Online WOM : Viral Marketing Seeding Target segmentation – behavioural Custom events Promotions Basic message integration Advanced optimisation Lead management Supply Chain Integration Basic Integrated digital / traditional Social networks talkability tracking Advanced Dashboards Basic direct response Crowdsourcing tactics – e.g. unified presentations PR integration Service Development Search Engine Optimisation Enterprise Solutions Integrated sponsorships / packages Target segmentation – behavioural Data Modelling Retargetting / remarketing Product Development Forums and events eLearning / games / roleplayV 3.0 28-8-11 PAGE 18 V 3.1 4-10-11

Building blocks for digital experience TRANSACTION ENTERPRISE DISCOVERY CONVERSATION (PERFORMANCE (BUSINESS PROCESS (MASS MARKETING) (SOCIAL MARKETING) AND PRODUCT MARKETING) INNOVATION) Productivity / UX / Capture attention / Build afinity / Close sale / Engagement /Strategic function Create demand / Reduce barriers / Commerce / Motivation / Visibility Feedback / Agility Conversion / Efficiency Stakeholder Confidence Awareness /Level of demand Consideration Consideration / Intent Intent / Purchase Loyalty / Brand Love Segmented groups / Segmented groups / Targetting Collective / mass cluster Molecular / Individual cluster Usability Low / Medium Medium / High Extreme High One way conversation Two way conversation Two way conversation Two way conversation (brand to consumer / (brand / consumer orInteraction mode customer) consumer / customer) (brand / customer) (brand / stakeholders) Paid Earned Owned / Owned / Content Distribution Distribution On demand On Demand 90% Distribution 10% Distribution 30% Distribution 10% Distribution Budget 10% Content Creation 90% Content Creation 70% Content Creation 90% Content Creation PAGE 19 V 3.1 4-10-11

4 Pillars of digital experience... DISCOVERY CONVERSATION TRANSACTION ENTERPRISE (BUSINESS PROCESS (MASS MARKETING) (SOCIAL MARKETING) (PERFORMANCE MARKETING) AND PRODUCT INNOVATION) BASIC CAMPAIGNS ISOLATED TATICALIncreasing sophistication ACTIONS WEBSITE DESIGN BASIC SITE MAINTENANCE ORGANISATIONAL CAPABILITIES INTEGRATED BRAND BUILDING MARKETING CRM LOYALTY PROGRAMS ECOMMERCE CUSTOM TOOLS SERVICE / PRODUCT INNOVATION Increasing sophistication PAGE 20 V 3.1 4-10-11

Sequencing strategic needs.... detail..... DISCOVERY CONVERSATION TRANSACTION ENTERPRISE (BUSINESS PROCESS (MASS MARKETING) (SOCIAL MARKETING) (PERFORMANCE MARKETING) AND PRODUCT INNOVATION) EntryConservative Moderate Aggressive Leadership PAGE 21 V 3.1 4-10-11

Success Metrics are different for each discipline DISCOVERY CONVERSATION TRANSACTION ENTERPRISE (BUSINESS PROCESS (MASS MARKETING) (SOCIAL MARKETING) (PERFORMANCE MARKETING) AND PRODUCT INNOVATION) EntryConservative Moderate Aggressive Leadership PAGE 22 V 3.1 4-10-11

Tactics work across many disciplines – focus on strategy first DISCOVERY CONVERSATION TRANSACTION ENTERPRISE (BUSINESS PROCESS (MASS MARKETING) (SOCIAL MARKETING) (PERFORMANCE MARKETING) AND PRODUCT INNOVATION) Traditional Mass Media Banner Advertising Entry Micro Sites / Hotsites Search Engine Marketing / Paid Search Events Streaming Video / Audio Viral / StuntsConservative Promotionsonservative Sponsorships / Embedded Content / Product Placement Product Sampling Web Sites / Search Engine Optimisation Point Of Sale / Kiosks Moderate Email Syndicated Content Desktop Tools - Softwares / Skins / Widgets Contextual Ads Social Marketing / Blogs / Podcasting Aggressive Mobile / Wireless / In Car Edugaming / Advergaming Consumer Generated Content Services / Applications Branded Content / Alternate Reality Games (ARG) Leadership Call Centres Database Marketing Direct Marketing eCommerce PAGE 23 V 3.1 4-10-11

Big Data & Technology PAGE 24

Digital Darwinism.....make assumptions..strongeststrategy survives Set assumptions in play Eliminate weakest Learn, adapt to introduce new options Eliminate weakest ... Constantly monitor to optimise PAGE 30

Dynamic Creative Optimization Variants: Ad size Color Product Message Call to action Price Social features Site context - Location - Behavioral User demo - Client data - Retargeting PAGE 31

Social Commerce PAGE 33

SOCIAL IS AN EXTENSION OF THE BUSINESS BUTCONSUMERS WANT SOMETHING IN RETURN PAGE 34

Source: Unruely PAGE 35

EMERGING MARKET CONSUMERS ARE MOREMOTIVATED TO FOLLOW BRANDS ON SOCIALNETWORKS PAGE 36

Enhanced Remarketing Use Tumri to execute advanced remarketing to increase online orders by tracking user behavior Jacket Search Womens Fleece Jacket SearchPool Table Search Tumri User Intent Database Women Fleece Jacket From : $139 User Profile Visited Product Category What’s User Visited Product SKU Interest? PAGE 37

China and Brazil - The eyes of theworld are on you www.redant.com

Why are we talking about China? China and Brazil are competing for global investment Quick to get critical mass / sheer numbers Still excess demand, mass marketing still works Public want to be involved – may be repressed need being enabled Self sufficient – determine their own way – don‘t want to be USA Less complicated measurement needs – more iterative test and learn – entrepreneurial spirit to try - learn on the fly Growth accelerating Almost 500 million Chinese citizens are active online and a quarter of social network users in the world are Chinese China currently has 145 million online shoppers—second only to the U.S. But, eCommerce is seriously under-exploited by luxury brands Chinese netizens create 3x more content than US Netizens www.redant.com

www.redant.com

China – A Whole New Ball Game More friends online ‘Mars language’ Digitally self-sustained Effective but expensive www.redant.com

The First Hurdle… www.redant.com

Tier 1 Cities Beijing GDP of USD 184 billion Population of 12.46 million Shanghai GDP of USD 228 billion Population of 14 million Guangzhou GDP USD of 138 billion Population of 10.26 million www.redant.com

The Online Audience Knowledge Slow older 95% is power! demographic 17-2110-29 61% 57% 90% www.redant.com

CHINA INCREASINGLY DOMINATES ONLINEBEHAVIOURS www.redant.com

OVERALL, SOCIAL ENGAGEMENT HASMATURED www.redant.com

Why the Surge in Social?Migration Broadband One-child Mistrust policy www.redant.com

China is a Social Shopping Star www.redant.com

Your Typical Chinese Netizen Male Aged 19 Educated to high school level Student Earns under 500RMB Urban location Accesses internet from home via desktop Almost 20 hours a week online Is on at least 2 social networks www.redant.com

Localisation of Content .com or .cn? Local hosting Versioning 2 second rule 30% More is more… www.redant.com

Even Your Logo… www.redant.com

www.redant.com

Vs. 250 million Young, white collar audience Better functionality 140 Chinese characters 24-hour governance Nike and Apple are the leading brands Dove ran a campaign encouraging Chinese women to share their beauty stories www.redant.com

Vs. Both started as a social network exclusively for college students Still attracts a younger demographic Translates as ‗everyone network‘ 31m active monthly users Very expensive for brands www.redant.com

Vs. Most popular way for netizens to engage with international brands Youku can display unlicensed content 86.4% Chinese netizens watch online video Longer content than Burberry streamed a live webcast of its YouTube Milan Fashion Show on Youku www.redant.com

Vs. 1.5 million Young urbanites with a relatively high income Most access via Nokia phones Utilises NFC www.redant.com

Vs. 6,000+ group buying sites in China Used by 42.2m Chinese Groupon China not working Meituan is the most popular platform www.redant.com

Vs.  812.3 million  2nd largest online community  674 million use QQ  25-34  Surf from work and school  87% use internet for IM, 53% for email www.redant.com

Vs. Baidu is key for SEO Brand zones Paid search accounts for 31% of all online ad spending in China Google left the building in January 2010 www.redant.com

BBS – The Final Frontier… Netizens can be anonymous Aged 20-40 from various backgrounds Easy for brands to infiltrate User numbers are decreasing Core value of BBS is content, not individuals www.redant.com

Targeting the KOLs Influencer outreach 40% publish a blog KOLs as celebrities Han Han, China’s most popular blogger www.redant.com

It’s Mobile… 755 million users 1.5% on mobile marketing advertising 10 million iPhones – 10.4% share 900 times a day 2G service www.redant.com

The Current Heavyweights Audi – successful because it uses multiple platforms Burberry – successful because it uses new platforms BMW – successful because it cleverly engages users www.redant.com

5 Core Challenges1. Language2. Scale3. Cultural diversity4. Politics5. Technical delivery www.redant.com

5 Golden Rules1. Aspirational2. Educational3. Local4. Inspirational5. Engaging www.redant.com

thanks! find out more at www.redant.comChina insight article: http://www.redant.com/articles/social- media/chinas-social-media-landscape-key-insights/ www.redant.com

.. CheersBRIAN CROTTYEMAIL: BABELFISH.BRAZIL@GMAIL.COMMSN: BRIAN_CROTTY@HOTMAIL.COMSKYPE: BRIAN.CROTTYLINKEDIN, TWITTER, FOURSQUARE, TRIPIT, FACEBOOK, ORKUT, SLIDESHARE,WESHARE,YOUSENDIT, YOUTUBE, FEEDBURNER, WORDPRESS BLOG: BABELFISH............ PAGE 67

SMW SP Red Ant & Babelfish Macro Social Trends & China vs Brazil 15-2-2012

by Babelfish - Brian Crotty on Feb 16, 2012

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SMW SP Red Ant & Babelfish Macro Social Trends & China vs Brazil 15-2-2012 — Presentation Transcript