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Presentation from Unsummit08 held at The Local, Minneapolis, MN.

Presentation from Unsummit08 held at The Local, Minneapolis, MN.



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    Unsummit08 Unsummit08 Presentation Transcript

    • Traditional meets Digital Wednesday, October 1, 2008
    • Wednesday, October 1, 2008
    • The Setup
      • Traditional Media is Dead.
      • Dying?
    • The Setup
      • Broadcast viewership is declining
      Graph by Chris Anderson – www.thelongtail.com
    • The Setup
      • Print is declining
      Graph by Newspaper Association of America
    • The Setup
      • Radio is declining
      Chart by TNS Media Intelligence
    • The Setup
      • Yet, traditional media is as alive as ever.
      • Channels are shifting – media is not.
    • The Setup
      • Digital Video is growing
      Chart by eMarketer – www.eMarketer.com
    • The Setup
      • Citizen Journalism is on the rise
      Figures from Technorati State of the Blogosphere Report, 2008
    • The Setup
      • Digital Radio is growing rapidly
      Graph from Wikimedia collection – Blue shows television radio listeners, Green represents internet listeners, and Red shows satellite device listeners.
    • The Setup
      • Sapient reinforces the shift to digital
      • Brand Marketers’ Top 10 Wish List for Agencies of the Future
    • The Setup
        • More than three quarters rated interactive/digital as important/very important
        • More than a third surveyed are not confident their current agency is well-positioned to take their brand through the unchartered waters of online digital marketing and interactive advertising
        • Nearly half of the respondents have switched agencies (or plan to) for one with greater digital knowledge
      1> Greater knowledge of the digital space
    • The Setup
      • 90% agree it is becoming increasingly important that their agency use pull interactions to engage consumers
      Image by rustman via Flickr 2> More use of pull interaction
    • The Setup
      • 94% expressed interest in leveraging virtual communities (public and private) to understand more about their target audience
      3> Leverage virtual communities Visual created by David Armano – darmano.typepad.com
    • The Setup
        • 92% said it was somewhat/very important that agency employees use the technologies they are recommending
      4> Agency executives using the technology they are recommending Visual created by David Armano – darmano.typepad.com
    • The Setup
        • 43% said agencies with chief digital officers are more appealing than those without
      Visual Map created by iA.jp 5> Chief Digital Officers make agencies more appealing
    • The Setup
        • 63% said that an agency’s Web 2.0 and social media capabilities are important/very important when it comes to agency selection
      6> Web 2.0 and social media savvy Visual created by David Armano – darmano.typepad.com
    • The Setup
        • 76% deemed this as an important/very important aspect of their agency’s online digital marketing and interactive advertising area of expertise
      Image by rustman via Flickr 7> Agencies that understand consumer behavior
    • The Setup
        • 77% ranked strategy/brain trust capabilities at the top of their agency wish list
      Image by tharpo via Flickr 8> Demonstrate strategic thinking
    • The Setup
        • 67% ranked branding at the top of their agency wish list
        • 76% ranked creative capabilities as important/very important
      9> Branding and creative capabilities
    • The Setup
        • It’s no surprise that marketers want an agency that can report on where campaigns succeeded, fell short and where they should be fine-tuned
        • 65% ranked analytics at the top of their agency wish list
      Image by Jenica26 via Flickr 10> Ability to measure success
    • Wednesday, October 1, 2008
    • The Story
      • So why digital, why now?
      • Brands are looking for a voice to guide them through the storm.
    • The Story
      • Digital is a cultural shift
      • Stone Age
      • Bronze Age
      • Iron Age
      • Greek/Roman Age
      • Middle Ages
      • Renaissance Age
      • Reformation
      • Age of Enlightenment
      • Industrial Age
      • Digital Age
      • Internet Age
    • The Story
      • Citizenship replaces Consumerism
        • Messages become responses
        • One off becomes sustainable
        • Demographics become Psychographics
        • Products and Services become Experiences
        • Preference becomes Public Opinion
        • Market research becomes Social Networks
      Jules Peck & Robert Phillips, “Citizen Renaissance”
    • The Story
      • Finite solutions are gone.
      • Replaced by engagement in the new debate.
    • The Story
      • I love OXO.
      • Are you familiar with them?
      • How about now?
      • Now?
    • The Story
      • OXO has four criteria for filtering feedback
      • You must be able to understand what it does just by looking at it
      • Knowing how to use it has to be obvious
      • It must be thought provoking
      • It should warrant consistent use
    • The Story
      • I’ll never own another peeler.
    • The Story
      • They have found that their customers can't articulate their problems well.
    • The Story
      • I added this.
    • The Story
      • It leaks.
    • The Story
      • And more.
    • Wednesday, October 1, 2008
    • The Pitch
      • So What’s Needed?
      • First, understanding
      • Not more experts, just understanding
    • The Pitch
      • Digital is not a channel .
      • Why are we treating it as one?
    • The Pitch
      • Marketing and Advertising have always been about responding to customer needs and wants
      • Now, it’s done with Action , not Messages
    • The Pitch
      • What else?
      • Accountability .
      • Measurement that justifies.
    • The Pitch Image by smitty42 via Flickr
    • The Pitch
      • How many measurements are needed to justify digital expenditure?
      • Hits
      • Page Views
      • Visitors (Unique)
      • Attention
      • Engagement
      • Net Promoter Score
      • Customer Lifetime Value
    • The Pitch
      • Only one measurement is needed.
      • Unfortunately, it changes .
      • Depending on accountability.
    • The Pitch
      • But is there more?
      • Yes .
    • The Pitch
      • We desperately need leaders .
      • Digital creates fragmentation .
      • That’s what we have. Thousands of voices in thousands of places.
    • Wednesday, October 1, 2008
      • Thank You
      • And now . . . ?