Adding emerging Media to the marketing mix

Adding emerging media to the marketing mix Web 2.0 Expo, Berlin / 23rd of October 2008 11:00 – 11:50, Track: Marketing & Community Eine Weiterverbreitung und Weiterverwendung der in diesen Unterlagen enthaltenen Inhalte, über die innerbetriebliche Verwendung hinaus, ist ohne die ausdrückliche und schriftlich erteilte Genehmigung von Knallgrau New Media Solutions GmbH nicht gestattet. Alle Rechte vorbehalten. Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 2

The three dimensions of Web 2.0 1. Informationmanagement (Search, Tags, RSS, bookmarking, etc.) 2. Identitymanagement (Profiles, Blogs, Facebook, Xing, etc.) 3. Relationshipmanagement (comments, referrer, trackback, links, etc.) Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 3

Informationmanagement Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 4

Informationmanagement Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 5

„Search“ is the new Gatekeeper Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 6

Relevance of search » „Search“ is the most frequent action of Web-Users! » 72% of all following clicks are based on SEO » 92% are researching new car purchase online! » SEO means being found although the User didn‘t even know that he was looking for us » „Search“ delivers a contextually prequalified audience: » 0% Wastage! Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 7

How News make it into mass media! 1. Twitter Post from simonk 27.05.2008 at 20:38 Blogpost from helge.at 27.05.2008 at 22:00 ORF Futurezone Article 28.05.2008 at 19:03 Article in German Handelsblatt 30.05.2008 at 11:35 (Print + Online) Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 8

Identity management (digital!) Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 9

BMW, Identity 2.0 Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 10

BMW, Identity 2.0 » Highly fragmented » Classic Media / UGC / Communities / Channels / Search » Only partly controlled » Very dynamic! Source: http://flickr.com/photos/generated/501445202/sizes/m/ by jared Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 11

Relationshipmanagement Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 12

Conversations based on identities „Just a few minutes ago, we learned that „One more time BMW makes a jaw BMW has launched a Twitter page as well dropping nice design car, even in a dedicated to X1, along with a Facebook compact SAV.“ account and of course, a Flickr page. I love Source:http://www.facebook.com/pages/BMW-Concept-X1, wall post the fact that BMW is getting more involved in the social networking world ...“ Source: http://www.bmwblog.com/2008/10/01/high-res-bmw-x1-photos/ „I really love BMW and all related to BMW. My greatest passion at present is to watch BMW-web.tv site...it's amazing. I have only superlatives for this site.The site looks perfect...the stories and movies, too. Congratulations for the new 7er and good luck.“ Source: comment on BMW.web.tv, User: Plamen Mirchev, Bulgaria Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 13

Consequences Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 14

The short head of media Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 15

The long tail of media Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 16

More complexity but a richer sound! Source: Tony Douglas / BMW Group, Marketing Innovations Video on Demand Communities Virt. Worlds WebRadio Television Podcasts Search Twitter Radio Blogs Wikis Print Etc. Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 17

Social Media Marketing – or how to deal with the long tail of media Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 18

What is Social Media Marketing? Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 19

What we thought before „You aren´t going to turn passive consumers into active trollers on the internet“ Stephen Weiswasser, ABC Source: An anthropological introduction to YouTube, Dr. M. Wesch / http://www.youtube.com/watch?v=TPAO-lZ4_hU Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 20

Let´s look at the scorecard TV Networks: » Broadcasting since 1948 = 60 yrs » more in last 6 months » 3 networks * 60yrs * 365 days * 24 hrs = » Without producers! » +1.5 Million hours Content » 9.232 hrs upload / day » 88% of the content is new & original » ≈ 200.000 3minute videos » ≠ mass media but conversations Source: An anthropological introduction to YouTube, Dr. M. Wesch / http://www.youtube.com/watch?v=TPAO-lZ4_hU Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 21

Seeding Online Video: SEO SEO is critical for successful viral seeding: » quot;Speaking title“ is key (max. 60 characters) » Main content part integral of the titel » Tagging of all contents is crucial » Description: keep a global audience in mind! (within first 140 characters) Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 22

Viral Spreading: Pro-Blogger Pro-Blogger Network / attract opinion leaders: » Support virale seeding: avalanche effect » no spamming: - sustainable active dialogue - Specific Blogger targeted content - reach out for Feedback 1 1000 + links 3 200 + links 2 500 + links 4 - 100 + links Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 23

Tracking Tracking is fundamental for internal Marketing and justification of budgets, as well as ROI calculation: » VideoViews » Comments / Ratings » Backlinks » Community Activity » Blogosphere Acceptance Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 24

Sucessful examples & Cases Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 25

BMW Concept X1, viral seeding » 2 Videos (3:26min) online 15 days, views: » BMW-web.tv: 45.192 (29%) » Seeding: 44.404 (28%) » iTunes: 34.604 (22%) » Embedded Videos: 31.339 (20%) » Total of 154.539 Video Views (numbers reported at 10th of October 2008) » Facebook: » 410 Fans & 42 comments » 12.294 Page Views » 24.942 Photo Views » 80% Male / 20% Female » Scott Monty. Head of social media at Ford is following the X1 Twitter Channel Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 26

Communication Kick Start Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 27

BMW-web.tv – numbers & facts Numbers for September 2008: » Video Views » on BMW-web.tv: 554.948 (31%) » via seeding: 450.123 (25%) » via iTunes: 780.533 (44%) » total: 1.785.604 » Total Video views via Seeding: 6.448.955 (after 13 months, 300 videos) Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 28

Feedback for innovative marketing “Best Web-TV-Site in Automotive Industry” comparison „Digital Business”, Nr. 48/2007 Megaphon (Website des Jahres / Jahrbuch der Werbung 2008) Aus der Jury: „Die intelligent definierte Mehrdimensionalität und die hohe Usability dieser Site schaffen schnell intensive Bindungen zum Besucher und laden ihn zu einem fesselnden Streifzug durch die vielfältige BMW Marken-Welt ein. Hier wird die Auto-Marke zugleich auch eine attraktive Medien-Marke.“ Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 29

BMW Gina Light visionary model » 3 Videos, seeded consecutively: » Views on BMW-web.tv: 464.416 (13%) » Views via Seeding: 3.136.433 (85%) » Views on iTunes: 54.453 (1,5%) » Total: 3.655.302 (after 20 days online) » Other users posted another 83 GINA Videos on YouTube creating 499.889 Video views » most successful BMW corporate Video on YouTube » Enormous value for other BMW Web Channels Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 30

Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 31

Strategic recommendations & Challenges Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 32

Web 2.0 Compatibility Consulting » How can we engage / interact? » YouTube Video Integration » iTunes Integration (iPhone, iPod) » Integration of Social Media Hubs (twitter, facebook, flickr) » Integration of Web 2.0 Standards (RSS, Social Bookmarking, Comments) » Social Media Marketing – build stable relationships Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 33

Challenges & Questions » How much are 6 Million Video Views? » Who is going to deliver an accepted ? currency? » Innovations Budgets vs. Line Marketing » Marketing, PR, Branding are blurring – Corporates struggle » Very little control, hard to plan! (fear!) Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 34

What the heck is Knallgrau? Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 35

Who we are & What we do Knallgrau makes web solutions that work – no matter if Web 1.0 or Web 2.0 Countless numbers of conversations around editorial content – that´s the core of Web 2.0 and Social Media Knallgrau enables clients with it´s specific know-how about strategies, concepts, design and technologies to engage actively in this ongoing conversations. Markets are conversations (© Cluetrain Manifesto, 2001) Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 36

Knallgrau: clients Ippen-Gruppe Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 37

Answers dieter.rappold@knallgrau.at Knallgrau New Media Solutions Pezzlgasse 7/1 1170 Wien http://www.knallgrau.at http://www.sierralog.com http://www.twitter.com/sierralog Adding emerging media to the Marketing Mix - Knallgrau @ Web 2.0 Expo Berlin, 23rd of October 2008 38

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Adding emerging Media to the marketing mix

by Dieter Rappold on Oct 24, 2008

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