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DIG Day 2013 - No Dead Ends
 

DIG Day 2013 - No Dead Ends

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Complete deck for DIG Day 2013 - October 2, 2013 at The Wimbish House

Complete deck for DIG Day 2013 - October 2, 2013 at The Wimbish House

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    DIG Day 2013 - No Dead Ends DIG Day 2013 - No Dead Ends Presentation Transcript

    • DIG DAY 2013 NO DEAD ENDS OCTOBER 2ND, 2013
    • DIGITAL   IS  
    • NOT  JUST A CHANNEL!
    • DIGITAL  IS  .  .  . A    LAYER
    • DIGITAL  IS  .  .  . A  BRIDGE
    • DIGITAL  IS  .  .  . MAINSTREAM
    • DIGITAL  IS  .  .  . ITERATIVE
    • DIGITAL  IS  .  .  . SELF  SELECTED
    • DIGITAL  IS  .  .  . A  FEEDBACK   LOOP
    • DIGITAL  IS  .  .  . PARTICIPATORY
    • DIGITAL  IS  .  .  . UNPREDICTABLE
    • EXPECTATIONS  ARE   BEING  SET  OUTSIDE  OF   YOUR  BRAND  CATEGORY
    • NO  DEAD  ENDS  
    • Sequen2al  Usage Moving  from  one  device  to  another  at  different   Imes  to  accomplish  a  task.
    • Sequen2al  Usage Moving  from  one  device  to  another  at  different   Imes  to  accomplish  a  task. Simultaneous  Usage Using  more  than  one  device  at  the  same  Ime   for  either  related  or  unrelated  acIvity.  
    • Different  brand  pla?orm,  channels  and  touch-­‐ points  need  have  awareness  of  and  connec2vity   with  each  other  creaIng  an  integrated,  immersive   experience  that  is  channel  and  device   agnos2c  
    • THE ART AND SCIENCE OF SOCIAL CONTENT CREATION DAVID SPIEGEL EXECUTIVE DIRECTOR OF SALES, BUZZFEED SPIEGEL@BUZZFEED.COM @DAVIDZSPIEGEL
    • 19
    • 20 The way media is consumed is radically different than it was just five years ago. 2
    • Gatekeepers are no longer needed, ideas are democratic.
    • 22
    • 3 Portals Search Social Social is the new starting point
    • 24
    • 25
    • 26 How can the same site publish this
    • 27 And this?
    • 28
    • 29 SOCIAL 75% of visits from social* 50% of visits from mobile* 80M+ monthly UVs *Quantcast, Google Analytics MOBILE
    • 30 Social Content is an Art.
    • Content is about identity 31
    • Have a heart 32
    • 33 Help People Look Savvy
    • 33 Help People Look Savvy
    • Humor is inherently social 34
    • Be yourself, don’t fake it 35
    • Don’t ignore mobile 36
    • Capture the moment37
    • 38 Social Content is a Science.
    • 39 Viral Rank Maximization Of Content Spread measures the “social reproduction rate” of media and is a measurement metric that exists in real time we starve content that isn’t getting traction, and fuel the content that is taking off We accelerate the promotion of content that is taking off Social RankViral Rank Maximization Of Content Spread measures the “social reproduction rate” of media and is a measurement metric that exists in real time we starve content that isn’t getting traction, and fuel the content that is taking off Maximization of Content Spread
    • promotion viral content R = 0.8 viral content R = 0.3 viral content R = 0.1 We test R values in realtime and promote content with a higher rank BuzzFeed editors, users, and advertisers can try lots of ideas and the platform maximizes distribution for Viral Lift 40 Social Optimization Social Content Social Content Social Content We test R values in realtime and promote content with a higher rank BuzzFeed editors, users, and advertisers can try lots of ideas and the platform maximizes distribution for Social Lift
    • 41 • Predict what will be widely shared before it takes off • Machine learning trained on years of historical data • Adjust predictions based on decay rates of Twitter, Facebook, Pinterest We Use Machine Learning to Predict Social Hits
    • 42 The Social Lift Dashboard The Best Machine Learning is the Human Brain
    • 43 What Does This Mean for Brands?
    • Edit was first, but now the shift to social content has come to advertisers 44
    • Social advertising is content consumers actually want. 45
    • 46 Social Can Make Ads Great Again
    • 100% of our revenue is social content marketing. Story units have 1%-2% CTRs, over 10x industry average.
    • Social is a conversation, not a campaign.
    • 49 It started when we saw this picture trending.
    • 50 We expanded the story,
    • 51 ... and people started talking.
    • 52 Then we continue the conversation.
    • 53 Collaboration is key.
    • 54 Strike the balance between planned and unplanned.
    • 55 Relevant content and timely content are both important.
    • 56 Join the conversation, don’t hog the mic
    • 56 Join the conversation, don’t hog the mic
    • 57 We produce engaging social content that stays true to the brand’s voice. Case Study: GEICO
    • 58 Social Lift CPE Run time & spend Clients who consistently invest in social content see increased social lift and decreased CPE.
    • 59 Social content is both an art and a science. Key Takeaways Strike the balance between content and distribution. If it’s not on mobile, it can’t go social.
    • PANEL >> THE EVOLUTION OF RETAIL PAYPAL, SPARKFLY AND MAXYMISER
    • BREAKOUT >> THE WORLD OF SOCIAL HARDWARE SIMEON SPEARMAN SENIOR INNOVATION STRATEGIST, RESIDENT FUTURIST @SRSPEAR
    • SOCIAL HARDWARE Technologies that make it easier for humans to connect, share, and communicate with people, things, and systems.
    • Society Technology Environment Economy Politics Exploring The Future Through STEEP Trends
    • Exploring The Future Through STEEP Trends Society Technology Environment Economy Politics
    • Demographics 314,000,000 people in the U.S. 23.5% under the age of 18 50.8% Female 13.1% African American 16.9% Hispanic Society Technology Environment Economy Politics
    • Text We are a tech-centric society. At least 56% of U.S. adults own smartphones 34% of U.S. adults own tablets Microsoft Kinect currently holds the record for most rapidly adopted consumer technology. Every new iPhone that comes out outsells the previous device. Of the 15% of the U.S. who don’t have Internet access, 90% of those people indicate they have no intention of getting it. Technology Adoption Society Technology Environment Economy Politics
    • Technology Adoption Society Technology Environment Economy Politics
    • Every year, people are sharing twice as much information as the previous year. This “law” has held since 2008. Zuckerberg’s Law Society Technology Environment Economy Politics
    • Every year, people are sharing twice as much information as the previous year. This “law” has held since 2008. Zuckerberg’s Law Society Technology Environment Economy Politics
    • SOCIAL HARDWARE IS MADE OF PEOPLE! Society Technology Environment Economy Politics
    • Exploring The Future Through STEEP Trends Society Technology Environment Economy Politics
    • Technology Moore’s Law Koomey’s Law Nielsen’s Law Metcalfe’s Law Bell’s Law
    • The number of transistors on integrated circuits doubles approximately every two years. Often quoted as 18 months and applied to chip performance overall. Computers keep getting faster. Moore’s Law Society Technology Environment Economy Politics
    • The number of computations per joule of energy dissipated has been doubling approximately every 1.57 years. Battery life keeps improving. Up to 5 hours of talk, video, and browsing. 2h39m in battery stress test. Up to 10 hours of talk, video, and browsing. 4h24m in battery stress test. Koomey’s Law Society Technology Environment Economy Politics
    • Network connection speeds for high-end home users double every 21 months. User experience is determined by bandwidth constraints. Nielsen’s Law Society Technology Environment Economy Politics
    • Roughly every decade a new, lower priced computer class forms based on a new programming platform, network, and interface resulting in new usage and establishment of new industries. The last computer class to launch under this framework was wireless sensor networks. Bell’s Law of Computer Classes Society Technology Environment Economy Politics
    • The value of a telecommunications network is proportional to the square of the number of connected users of the system. Networks are exponentially more valuable as the number of entities in the network grows. Metcalfe’s Law Society Technology Environment Economy Politics
    • Smart Glasses Brainwave Readers Smart Textiles Fitness Wristbands Smart Watches Wearable Cameras Wearable Technology Society Technology Environment Economy Politics
    • LOCATION, LOCATION, LOCATION Virtual Assistants Society Technology Environment Economy Politics
    • Exploring The Future Through STEEP Trends Society Technology Environment Economy Politics
    • The Actual Environment Society Technology Environment Economy Politics
    • The smartest person in the room is the room. The Evolution of the Home Society Technology Environment Economy Politics
    • The Evolution of Retail Society Technology Environment Economy Politics
    • The Evolution of the Car Society Technology Environment Economy Politics
    • Exploring The Future Through STEEP Trends Society Technology Environment Economy Politics
    • Millennials suffer a 16.1% unemployment rate, the highest of any other generation. The average millennial has $45,000 worth of debt, primarily from student loans. However, 15% of millennials are already managers as of 2012. By 2014, millennials will make up 36% of the U.S. workforce. Economic Recession and Recovery Society Technology Environment Economy Politics
    • The peer-to-peer rental market alone is estimated to be worth $26 billion. Revenue in the sharing economy is expected to reach $3.5 billion in 2013, at a 25% annual growth rate. Room for growth. Example: Boston cab market generates $21 million revenue per month on average, Uber is currently at $600,000. Collaborative Economy Society Technology Environment Economy Politics
    • Exploring The Future Through STEEP Trends Society Technology Environment Economy Politics
    • Public Safety - Hands/Eyes Free Society Technology Environment Economy Politics
    • Resilience Governance and Infrastructure Society Technology Environment Economy Politics
    • ...how exactly will this affect my marketing?
    • ...how exactly will this affect my marketing? Two Critical Uncertainties: ‣ Consumer Adoption ‣ Marketing ROI
    • Where are we headed? Four Scenarios
    • Where are we headed? Four Scenarios Low Mktg ROI High Consumer Adoption Low Consumer Adoption High Mktg ROI
    • Where are we headed? Four Scenarios Sensor-driven Marketing Low Mktg ROI High Consumer Adoption Low Consumer Adoption High Mktg ROI
    • Where are we headed? Four Scenarios Sensor-driven Marketing Low Mktg ROI High Consumer Adoption Low Consumer Adoption High Mktg ROITotal Customer Awareness
    • Where are we headed? Four Scenarios Sensor-driven Marketing Low Mktg ROI High Consumer Adoption Low Consumer Adoption High Mktg ROI Hakuna Matata Total Customer Awareness
    • Where are we headed? Four Scenarios Sensor-driven Marketing Low Mktg ROI High Consumer Adoption Low Consumer Adoption High Mktg ROI Hakuna Matata Total Customer Awareness Boardrooms to Living Rooms
    • Q&A SIMEON SPEARMAN SENIOR INNOVATION STRATEGIST, RESIDENT FUTURIST @SRSPEAR
    • STARTUP LIGHTNING ROUND >> N4MD SIDEQIK THUNDRLIZARD TRIPLINGO URUUT
    • CURATION TOOL CREATION AND LEADING SOCIAL CONVERSATION JAMES HARRIS CEO, CO-FOUNDER & CHIEF STORYTELLER N4MD @N4MDSOCIALMAGS
    • CREATORS OF AMAZING CURATION TOOLS... ...Our tools help social publishers gracefully gather, filter and share the best content on the web. We help companies lead social conversations, not just listen...
    • THE INTEREST SERVER
    • FOUND APPROVED RESULTS 162,000 16,000 Back Catalog 73,850 1,474 Hrs. to Mins. 32,119 5,435 Easy SEO Primary Web 18,660 580 Replaces Email Easy SEO
    • THE PARTNERSHIP PLATFORM FOR MARKETERS KURT UHLIR FOUNDER AND CHIEF SERVANT, SIDEQIK SIDEQIK.COM @KURTUHLIR @TEAMSIDEQIK
    • 105 Marketer’s Options 1 Activating their current audience @TeamSideqik
    • 105 Marketer’s Options 1 Activating their current audience 2 Reaching new customers with paid media Limited by $ and @TeamSideqik
    • 105 Marketer’s Options 1 Activating their current audience 2 Reaching new customers with paid media Limited by $ and 3 Reach new customers with partnerships @TeamSideqik
    • 106 @TeamSideqik
    • 107 Connect with partners @TeamSideqik
    • 107 Connect with partners Collaborate & Launch cross-promotions @TeamSideqik
    • 107 Connect with partners Suggest Content for email/social Collaborate & Launch cross-promotions @TeamSideqik
    • 107 Measure Results partner analytics Connect with partners Suggest Content for email/social Collaborate & Launch cross-promotions @TeamSideqik
    • 108 Customer Campaign: Increase leads and targeted Pinterest followers @TeamSideqik
    • 108 Customer Campaign: Increase leads and targeted Pinterest followers @TeamSideqik
    • 108 Customer Campaign: Increase leads and targeted Pinterest followers 26 Partners Activated 612 Messages @TeamSideqik
    • 108 Customer Campaign: Increase leads and targeted Pinterest followers 26 Partners Activated 612 Messages @TeamSideqik
    • 109 @TeamSideqik
    • 109 @TeamSideqik
    • The partnership platform for marketers @KurtUhlir sideqik.com @TeamSideqik
    • COACHABLE MOMENTS FOR INSIDE SALES PETE SANTORA CEO @PETESANTORA
    • MOMENT
    • MOMENTIN
    • ‣ Professional Soccer Player & Nationally Licensed Coach ‣ Founder/Principle of Blue Sombrero: Successfully acquired by Dick’s Sporting Goods. PETE SANTORA CEO KISHORE MASAND CTO ‣ BIG DATA Engineer. Built Enterprise Voice of Customer Platform. ‣ TiE Mentor
    • CREATE DELIGHTFUL EXPERIENCES FOR BRANDS AND THEIR CUSTOMERS THROUGH LANGUAGE AND CULTURE LEARNING PRATIK PATEL @PRPATEL CTO AND CO-FOUNDER TRIPLINGO @TRIPLINGO
    • Awards Recognized as an Industry Leader About TripLingo ‣ Headquartered in Atlanta ‣ Over 250k downloads ‣ 5 employees ‣ Currently available in 13 languages ‣ Customer include major TMCs, Cruise Lines and larger enterprises
    • Press “ONE OF THE 11 GROUNDBREAKING INVENTIONS OF 2011” Recognized as an Industry Leader
    • TripLingo includes a suite of tools to address the language barrier. Product Features 1000s of Local Phrases Voice Translator Live Human Translator Essential Safety Information Culture Crash Course
    • How We Work With Brands Cruise Lines Travel Brands Travel Agencies UNIQUE CONTENT PROPRIETARY TECHNOLOGY DIFFERENTIATED EXPERIENCE
    • Benefits for Brands Differentiating brands by delighting their customers... Benefits for Brands ‣ Satisfied Customers ‣ Ancillary Revenue ‣ Differentiated Offering Imagine ‣ A hotel version for guests from foreign countries ‣ A branded World Cup edition ‣ A Basic Phrases version for a Mexican restaurant chain
    • THE FUTURE OF CROWDFUNDING MARK FEINBERG CEO AND CO-FOUNDER, URUUT @URUUT
    • PANEL >> DEVELOPING STRATEGIES FOR MULTI- SCREEN EXPERIENCES ABC, FAST COMPANY CO.CREATE, FULLSCREEN & VIGGLE
    • CREATIVITY REVISITED MATT ROZEN BRAND /CORPORATE SOCIAL MEDIA ADOBE @MATTYROZE
    • 2 I CREATE
    • 3 Art + Science
    • “Data advocates say it’s data, rather than any creative flair, that actually inspires campaigns in today’s world… without question, data is the most important component of marketing today.” B2B Marketing What comes first - the data or the creativity?
    • 5
    • 5 Changing the world through digital experiences
    • Start with Data
    • AN INSIGHT SPURS A CONCEPT 70% believe marketers are disconnected from business results 69% believe marketers live too much in their creative and social media bubble “Marketers will have to understand they need to start ‘cutting the rubbish’.” An Insight Spurs a Concept 80% of CEOs Do Not Trust Marketers
    • AN INSIGHT SPURS A CONCEPT 70% believe marketers are disconnected from business results 69% believe marketers live too much in their creative and social media bubble “Marketers will have to understand they need to start ‘cutting the rubbish’.” An Insight Spurs a Concept 80% of CEOs Do Not Trust Marketers
    • 9 Start with Data Get Creative
    • An Attention Grabber
    • 11 Six videos drove 60 million+ impressions Video had 4x the CTR of other media Video accounted for just 10% of impressions but drove 50% of site visits IN CASE YOU HADN’T HEARD, VIDEO IS BIG. BETTER MEASURE
    • TIMING + DATA * CREATIVE =
    • SUPER BOWL NON-AD AD
    • SUPER BOWL NON-AD AD
    • Super Bowl Ads Drive 20% Bump to Web Traffic
    • 15 NOT ALL WINS Myth Hub •Man on street videos •Customer story videos •Tweet stream •Live debates UGC App •Community videos •Play off of ad videos •“What myths have you busted”
    • 16 Let’s switch gears Creative Cloud
    • Social ads, apps, post links, and referrals connected back to our onsite data OPPORTUNITY FOR MORE SOCIAL
    • Photoshop is the best invention next to the Internet <3 Goal: Target influencers and drive sales
    • Experience A Experience B Test Structure
    • Experience A
    • Experience A
    • Experience A
    • Experience A
    • Experience B
    • Experience B
    • What Did YOU Think? Experience A Experience B
    • What Did YOU Think? Experience A Experience B ??
    • Results – Data Optimized Experience A Experience B
    • Results – Data Optimized Winner! Experience A Experience B
    • Results – Data Optimized Enter: 12% Winner! Experience A Experience B
    • Results – Data Optimized Enter: 12% Winner! Learn: 200% Experience A Experience B
    • 3 million referrals to Adobe.com 13% Revenue Contribution Creative Cloud Reduced Ad Cost by 28% Results
    • Start with Data Get Creative Measure and Tweak for Success
    • Making Creativity Count
    • 29
    • PANEL >> DEVELOPING STRATEGIES FOR MULTI- SCREEN EXPERIENCES ABC, FAST COMPANY CO.CREATE, FULLSCREEN & VIGGLE
    • BREAKOUT>> WHAT BRANDS CAN LEARN FROM NEW YORK FASHION WEEK (NYFW) ASHLEY TWIST MOBILE INNOVATION STRATEGIST @ASHLEYTWIST | @FASHIONADO
    • 5  LESSONS   For  Brands  Not  in  the  Fashion  Industry
    • THINK  MOBILE  FIRST: Small  Screens  Have  a  Big  Presence
    • GET  REAL(Time): Look  for  Real  Time  MarkeIng  OpportuniIes  
    • BE  TRENDY: Embrace  Technology  &  InnovaIon
    • Under  the  Influence:   Leverage  Influencers  &  Partnerships
    •  "It's  not  about  your  work  as  an  editor  or  as  a  buyer;  it's   about  how  many  Twi7er  and  Instagram  followers  you   have.  It's  about  the  brand  ge=ng  exposure  through   those  outlets.”  -­‐  Leandra  Medine
    • EXPERIENCE  THIS: Build  RelaIonships  and  Experiences Beyond  ROI  
    • Takeaways 1.  Think  Mobile  First 2.  Embrace  RTM   3.  Leverage  Trends  &   InnovaIon 4.  Talk  to  Influencers  &   Partners 5.Make  it  a  GREAT   Experience
    • Thank You THANK  YOU!
    • PANEL >> BATTLE OF THE GENERATIONS TEEN, TWEEN, GEN X, GEN Y & BOOMER
    • CLOSING REMARKS THANKS. CHEERS.