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Three Digital Trends for the New Decade:
Building marketing strategies that are real-time, highly visible and data-driven
...
Technologies Get All the Attention, Yet They’re Fleeting




2
Trends, However, Develop More Slowly and Are Often Timeless




3
Focus on the Trends, But Leverage the Technologies




4
MARKETING IN THE AGE OF STREAMS:
 SOCIAL MEDIA PRESENTATION
THE REAL-TIME ENGAGEMENT IMPERATIVE
THE CHALLENGE: THE FIREHOSE
9
10
PEOPLE NEED TO HEAR THINGS MANY TIMES FOR IT TO SINK IN




12
MOST ONLINE ADULTS IN JAPAN USE SOCIAL MEDIA REGULARLY




13
EXPERTS AND EMPLOYEES SHAPE OUR DECISIONS




14
EMPLOYEE ENGAGEMENT IS A KEY TO SOCIAL SUCCESS




15
I: ESTABLISH DIGITAL EMBASSIES AND EQUIP
EMPLOYEES TO BECOME AMBASSADORS




16
ESTABLISH DIGITAL EMBASSIES




17
II: EMBRACE MULTIPLICITY AND DIVERSITY
EMBRACE MULTIPLICITY AND DIVERSITY




19
III: USE THE FORCE, DON’T FIGHT IT
USE THE FORCE, DON’T FIGHT IT




21
THE GOOGLIZATION OF MEDIA:
     BUILDING A DIGITALLY VISIBLE BUSINESS




22
“IN 2009, MORE DATA WILL
     BE GENERATED BY
     INDIVIDUALS THAN IN THE
     ENTIRE HISTORY OF
     MANKIND THROUGH 200...
24
25
26
• Search engines have a global
                                                   active reach of 86 percent of
 THE SEARC...
I - PAID SEARCH

28
II – OWNED SEARCH

29
III – EARNED SEARCH

30
IV – SOCIAL SEARCH

31
QUALITY CONTENT DRIVES DIGITAL
 VISIBILITY




32
SOCIAL CONNECTIONS DRIVES DIGITAL
 VISIBILITY
33
THE DATA DECADE:
  SOCIAL MEDIA PRESENTATION
DIY INSIGHTS AND SITUATIONAL AWARENESS
“THE GREAT INFLECTION IS THE
                      MASS DIFFUSION OF LOW-
                      COST, HIGH-POWERED
       ...
I: TAP INTO FREE TOOLS AND
BECOME DATA JUNKIES




 37
II: LOOK FOR UN-MET NEEDS AND USE THE
DATA TO PLAN PRODUCTS AND CAMPAIGNS




 38
II: MAP NETWORKS TO UNDERSTAND HOW TO
USE THEM EFFICIENTLY AND EFFECTIVELY




 39
40
Three Digital Trends for the New Decade:
Building marketing strategies that are real-time, highly visible and data-driven
...
Three digital trends for the new decade by steve rubel
Three digital trends for the new decade by steve rubel
Three digital trends for the new decade by steve rubel
Three digital trends for the new decade by steve rubel
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Three digital trends for the new decade by steve rubel

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Transcript of "Three digital trends for the new decade by steve rubel"

  1. 1. Three Digital Trends for the New Decade: Building marketing strategies that are real-time, highly visible and data-driven Curated by Steve Rubel, SVP, Director of Insights March 2010
  2. 2. Technologies Get All the Attention, Yet They’re Fleeting 2
  3. 3. Trends, However, Develop More Slowly and Are Often Timeless 3
  4. 4. Focus on the Trends, But Leverage the Technologies 4
  5. 5. MARKETING IN THE AGE OF STREAMS: SOCIAL MEDIA PRESENTATION THE REAL-TIME ENGAGEMENT IMPERATIVE
  6. 6. THE CHALLENGE: THE FIREHOSE
  7. 7. 9
  8. 8. 10
  9. 9. PEOPLE NEED TO HEAR THINGS MANY TIMES FOR IT TO SINK IN 12
  10. 10. MOST ONLINE ADULTS IN JAPAN USE SOCIAL MEDIA REGULARLY 13
  11. 11. EXPERTS AND EMPLOYEES SHAPE OUR DECISIONS 14
  12. 12. EMPLOYEE ENGAGEMENT IS A KEY TO SOCIAL SUCCESS 15
  13. 13. I: ESTABLISH DIGITAL EMBASSIES AND EQUIP EMPLOYEES TO BECOME AMBASSADORS 16
  14. 14. ESTABLISH DIGITAL EMBASSIES 17
  15. 15. II: EMBRACE MULTIPLICITY AND DIVERSITY
  16. 16. EMBRACE MULTIPLICITY AND DIVERSITY 19
  17. 17. III: USE THE FORCE, DON’T FIGHT IT
  18. 18. USE THE FORCE, DON’T FIGHT IT 21
  19. 19. THE GOOGLIZATION OF MEDIA: BUILDING A DIGITALLY VISIBLE BUSINESS 22
  20. 20. “IN 2009, MORE DATA WILL BE GENERATED BY INDIVIDUALS THAN IN THE ENTIRE HISTORY OF MANKIND THROUGH 2008.” - ANDREAS WEIGEND, FORMER CHIEF SCIENTIST, AMAZON.COM 23
  21. 21. 24
  22. 22. 25
  23. 23. 26
  24. 24. • Search engines have a global active reach of 86 percent of THE SEARCH ENGINE LANDSCAPE: all users (Nielsen) BY THE NUMBERS • Yahoo! enjoys 50% of searches in the Japanese search market (comScore) • Therefore, Google is every business’ home page • News and streams drive searches, searches drive news and streams “Business card as search result” by Jeff McNeil 27
  25. 25. I - PAID SEARCH 28
  26. 26. II – OWNED SEARCH 29
  27. 27. III – EARNED SEARCH 30
  28. 28. IV – SOCIAL SEARCH 31
  29. 29. QUALITY CONTENT DRIVES DIGITAL VISIBILITY 32
  30. 30. SOCIAL CONNECTIONS DRIVES DIGITAL VISIBILITY 33
  31. 31. THE DATA DECADE: SOCIAL MEDIA PRESENTATION DIY INSIGHTS AND SITUATIONAL AWARENESS
  32. 32. “THE GREAT INFLECTION IS THE MASS DIFFUSION OF LOW- COST, HIGH-POWERED INNOVATION TECHNOLOGIES — FROM HAND-HELD COMPUTERS TO WEB SITES THAT OFFER ANY IMAGINABLE SERVICE — PLUS CHEAP SOCIAL MEDIA CONNECTIVITY. THEY ARE PRESENTATION TRANSFORMING HOW BUSINESS IS DONE.” - NYT COLUMNIST, THOMAS FRIEDMAN ON THE DO-IT- YOURSELF ECONOMY
  33. 33. I: TAP INTO FREE TOOLS AND BECOME DATA JUNKIES 37
  34. 34. II: LOOK FOR UN-MET NEEDS AND USE THE DATA TO PLAN PRODUCTS AND CAMPAIGNS 38
  35. 35. II: MAP NETWORKS TO UNDERSTAND HOW TO USE THEM EFFICIENTLY AND EFFECTIVELY 39
  36. 36. 40
  37. 37. Three Digital Trends for the New Decade: Building marketing strategies that are real-time, highly visible and data-driven Curated by Steve Rubel, SVP, Director of Insights March 2010

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