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Shiv Singh's Keynote Presentation at SMIATL 2010

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  • What does it really mean?
  • Problem is I need one agency to help me with all these pieces. That agency doesn’t exist
  • Problem is I need one agency to help me with all these pieces. That agency doesn’t exist
  • Problem is I need one agency to help me with all these pieces. That agency doesn’t exist
  • Problem is I need one agency to help me with all these pieces. That agency doesn’t exist

Shiv Singh's Keynote Presentation at SMIATL 2010 Shiv Singh's Keynote Presentation at SMIATL 2010 Presentation Transcript

  • The Future of Digital Marketing @shivsingh http://goingsocialnow.com
  • The purpose of a business is to create a customer – Peter Drucker “ ”
  • The purpose of a business is to create a customer who creates customers “ ”
  • Leaving your only job to be taking care of your existing customers On their terms, on location with them and as a more social brand
    • 5 IDEAS
    That’ll give you a sense of what I feel we need to worry about
    • IDEA 1
    • CREATE A WHOLE FRANCHISE OUT OF A SOCIAL MEDIA INITIATIVE
  •  
  • WHAT DID IT START AS?
    • Give marketing dollars away to causes
    • Let consumers nominate their favorite cause
    • Encourage consumers to market the cause
    • Multiple levels of awards each month
    • Have a meaningful impact on communities
    • A year long commitment, not a campaign
  • What’s happened THE BASIC PROGRAM STRUCTURE Time $1.3m $1.3m $1.3m $1.3m $1.3m $1.3m $1.3m Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6
  • What’s happened THE BASIC PROGRAM STRUCTURE Time $1.3m $1.3m $1.3m $1.3m $1.3m $1.3m $1.3m Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6
    • 120,000+ refresh ideas
    • 4.1 million registered users
    • 50+ million votes in total
    • 400 ideas funded to date
  • What’s happened EXPANDED FOR OUR CUSTOMERS Time Month 3 Shopper Extensions Month 3 Shopper Extensions Month 3 Shopper Extensions Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6
  •  
  • What’s happened TAKEN TO SPORTS AND CELEBRITIES Time MLB Extensions Month 3 Shopper Extensions Month 3 Shopper Extensions Month 3 Shopper Extensions Celebrity Extensions Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6
  •  
  •  
  • AND TO HELP THE GULF RECOVER Time Month 3 Shopper Extensions Month 3 Shopper Extensions Month 3 Shopper Extensions MLB Extensions Celebrity Extensions Do Good for the Gulf Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6
  •  
    • 2+ billion impressions
  • KEY IMPLICATIONS
    • Requires educating for the perpetual beta world
    • Forces people to think like a CMTO and not a CMO
    • Turns the economics of advertising upside down
    • Results in a deeper, continuous consumer relationship
    This is not a campaign but a commitment. But still be mindful that commitments like marriages can get boring
    • IDEA 2
    • REINVENT DISPLAY MEDIA
  • Page © 2009 . All rights reserved. 2008 Vizu Answers, 2009 Yankelovich, 2009 Edelman Trust Barometer, 2009 Edelman Trust Barometer, TGI, HT Spike Jones, Brains On Fire.
    • $22 billion
    • 0. 4%
  • MOVING TO THE IMPRESSION PLUS MODEL Paid Impression Value to Advertiser = 1. Paid Impression Click thru rate Value to Advertiser = + 2. Paid Impression Organic Impression Organic Engagement Value to Advertiser = + + 3.
  •  
  •  
  • KEY IMPLICATIONS
    • Display media still has its place. Don’t fight it
    • Impression Plus model is display’s future
    • Use the Impression Plus model for leverage
    • Evolved brand targets to identify and nurture
    • IDEA 3
    • Rethink the marketing model
    • FORGET ABOUT THE MARKETING FUNNEL
  • The Consumer Model: What is it Consumer is exposed to a brand He is activated to do something Consumer remembers the experience and purchases He engages experientially with or through the brand Takes lots of money but cheaper online Needs to be valuable and be deeply personal Remember experiences are remembered more than brands That activation may have little to do with the brand This can happen in a span of a second or a few months He tells other consumers about the experience. They engage in it Consumer engages more deeply and repeatedly His influencer skills get tested here Loyalty determined over here
  • The Consumer Model: The Silos Consumer is exposed to a brand He is activated to do something Consumer remembers the experience and purchases He engages experientially with or through the brand He tells other consumers about the experience. They engage in it Consumer engages more deeply and repeatedly Brand Marketing Experiential Marketing Shopper Marketing Direct Response Marketing Social Influence Marketing Customer Relationship Marketing
  • The Consumer Model: The $$ Upside Down $$$$$ $$$ $ $$ $$ $ We need to follow the political campaigns model more Consumer is exposed to a brand He is activated to do something Consumer remembers the experience and purchases He engages experientially with or through the brand He tells other consumers about the experience. They engage in it Consumer engages more deeply and repeatedly
  • The Consumer Model: Getting there Integrate the impression plus model into media Make all digital experiences social Archive the experience through social media. Measure Leverage peer dynamics to drive activation Allow for sharing but not over sharing Move to Social CRM Consumer is exposed to a brand He is activated to do something Consumer remembers the experience and purchases He engages experientially with or through the brand He tells other consumers about the experience. They engage in it Consumer engages more deeply and repeatedly
  • KEY IMPLICATIONS
    • We need to frame marketing more broadly
    • The consumer experience is everything
    • Brand engagement is second to that
    • Let this happen every single second
    • IDEA 4
    • Redefining the agency model
  • THE MODEL ON PAPER THE Brief Print The Big Idea TV Radio Digital Social
  • THE MODEL IN REALITY THE Brief Print Extension The Big TV Idea TV Execution Radio Extension Digital Extension Social Stuff Traditional Agency Traditional Agency Traditional Agency Digital Agency ???? Traditional Agency Client
    • Problem is Digital is not an extension of Television. Digital is interactive. And social is a part of digital. TV is flat.
    • Does the traditional agency do justice to digital? Or digital to social?
  • THE MODEL OF THE FUTURE THE Brief Print Extension The IDEAS TV Execution Radio Extension Digital Extension Traditional Agency Digital Agency Print Agency Media Agency PR Agency Social Agency Media Companies Execution driven by Agency skillsets and idea type Execution driven by Agency skillsets and idea type Execution driven by Agency skillsets and idea type Execution driven by Agency skillsets and idea type Consumer Insights
  •  
    • IDEA 5
    • A Single Metric of Measurement
    • I fundamentally believe how people talk about your brand and how much is going to be the most important brand metric in the future
  • What’s your SIM Score? SIM Score = Conversation Share + Sentiment * *Adjusted for influence THE SIM SCORE
  • SIM SCORE: PEPSI & COCA & COLA ANALYSIS
  • SIM SCORE: Moving to 2.0 Updating the formula as we speak SIM II Components and Calculations: R = Reach = [(Brand Mentions/Industry Mentions)*100]*w1; S = Sentiment = [(P/(P+(N*k))*100]*w2; P = number of positive brand mentions; N = number of negative brand mentions; k = multiplicative effect of negative mentions; w1 = weight assigned to social reach (0 > w1 > .99); w2 = weight assigned to social sentiment (1.0 - w1);
  • SIM SCORE: TESTING THE FORMULA
  • KEY IMPLICATIONS
    • How people talk about your brand is everything
    • SIM Score is one critical metric that can help
    • Being optimized based on correlating
    • Email me your ideas and suggestions
  • IDEAS RECAP
    • Create a Digital Franchise
    • Reinvent Display Media
    • Rethink the marketing model
    • Redefine the Agency Partnership model
    • Look to new metrics like the SIM Score
  • Thank YOU! @shivsingh [email_address] http://goingsocialnow.com