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Strategic fuel for IAB Norway - Isobar NL (by EvdB)
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Strategic fuel for IAB Norway - Isobar NL (by EvdB)

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Isobar Human Media is bij uitstek de strategische advies partner voor het ontwikkelen en uitvoeren van Social Media strategiën. Isobar Human Media is hét centrale punt waar alle specialistisch kennis …

Isobar Human Media is bij uitstek de strategische advies partner voor het ontwikkelen en uitvoeren van Social Media strategiën. Isobar Human Media is hét centrale punt waar alle specialistisch kennis op het gebied van Social Media uit het Isobar netwerk samenkomt.

Voor meer informatie ga je naar:
http://www.human-media.nl

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  • Transcript

    • 1. Strategic fuel INMA - IAB Norway Amsterdam, February 8 2008
    • 2. 2740+ 100+ 37 staff offices countries Is a network not an agency Portfolio of diverse best-in-breed agencies Americas EMEA APAC Anorak Digital
    • 3. The game has changed
    • 4. “ To find something comparable, you have to go back 500 years to the printing press, the birth of mass media ... Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control” - Rupert Murdoch
    • 5. Separation of Content
    • 6. Ubiquitous content…everywhere
    • 7. Everyone and everything connected…
    • 8. … and everything is searchable
    • 9. New horizons in media Possibilities to connect Possibilities to interact Possibilities to sell
    • 10. Transparency
    • 11. Empowered consumers
    • 12. What brands do, not just what they say
    • 13. http://www.flickr.com/photos/molas/128652106 Traditional creative agencies tell stories about brands Traditional media agencies buy time to allow these stories to be told But it’s your consumers who tell the most powerful stories about your brands
    • 14. ‘ Creating Time’
    • 15. Creating Time planning model CONSUMER STRATEGY EXPERIENCE ACTION DATA PRESENCE PARTICIPATION CONNECTION SUSTAINABLE AND OPEN SOURCE CONNECTION
    • 16. Data + Insight = Data+
    • 17. Influencer marketing
      • Every week we see 30,000 commercial messages.
      • We only act upon 4.
      • Number of brand, product and service recommendations from trusted friends we act on weekly:
      Source: Walter Carl, Northeastern University 1:3
    • 18.
      • 262 IceVibers
      • 82% feedback through online questionnaire
      • 4.9 of 6 samples passed on to friends
      • 13.4 conversations G0  G1
      • 4.6 conversations G1  G2
      • >> 13,375 conversations
      • 25% increase of buying intention
      • 44% describes ‘match’ Labello and herself as super
      • 83.3% prefers Labello Caregloss & Shine over similar products
    • 19. Creating Time planning model CONSUMER STRATEGY EXPERIENCE ACTION DATA PRESENCE PARTICIPATION CONNECTION SUSTAINABLE AND OPEN SOURCE CONNECTION
    • 20. Be different: Sixt car rental (Germany)
      • Sixt is a car rental company.
      • When you type in the word ‘Mietwagen’ you get a lot of sponsored results - and all of them look the same.
      • How to stand out of the crowd?
      • Sixt found the solution in using the good old ‘ASCII-art’.
    • 21. Viral video’s In-line with other brand communications
    • 22. Digital out of home MINI, London adidas, Paris
    • 23. Amplification: adidas in Second Life
    • 24.  
    • 25. Amplification
    • 26. Dove Evolution ad: similar mechanism
    • 27. Creating Time planning model CONSUMER STRATEGY EXPERIENCE ACTION DATA PRESENCE PARTICIPATION CONNECTION SUSTAINABLE AND OPEN SOURCE CONNECTION
    • 28. Sync SEA with offline media
    • 29. Bring mobile into the mix Offline to mobile Web to mobile
    • 30. Creating Time planning model CONSUMER STRATEGY EXPERIENCE ACTION DATA PRESENCE PARTICIPATION CONNECTION SUSTAINABLE AND OPEN SOURCE CONNECTION
    • 31. Gaming Gettheglass.com AXE easter egg in Rainbow Six Vegas Coke ad based on GTA
    • 32. Again adidas, Paris Mobile Digital in-store
    • 33. Creating Time planning model CONSUMER STRATEGY EXPERIENCE ACTION DATA PRESENCE CONNECTION SUSTAINABLE AND OPEN SOURCE CONNECTION PARTICIPATION
    • 34. Super bowl ads / MySpace
      • During ‘the big game’ fans were prompted to go to MySpace to view and share TVC’s.
      • Social media extends effect of TV campaign.
      • It makes use of existing habits and mechanisms.
      • Where search is great for informational content discovery, social media is great for entertainment content discovery.
      • … and ROI tracking!
    • 35. Social media optimization News Blog Wikipedia YouTube Review Blog search
    • 36.  
    • 37. Creating Time planning model CONSUMER STRATEGY EXPERIENCE ACTION DATA PRESENCE PARTICIPATION CONNECTION SUSTAINABLE AND OPEN SOURCE CONNECTION
    • 38. Multivariate testing
    • 39. CRM
      • Proof of purchase.
      • Combination of short
      • and long term
      • programs.
    • 40. Creating Time planning model CONSUMER STRATEGY EXPERIENCE ACTION DATA PRESENCE PARTICIPATION CONNECTION CONNECTION SUSTAINABLE AND OPEN SOURCE
    • 41. What brands do…
    • 42. Creating Time planning model CONSUMER STRATEGY EXPERIENCE ACTION DATA PRESENCE PARTICIPATION CONNECTION SUSTAINABLE AND OPEN SOURCE CONNECTION
    • 43. Conversation/ buzz tracking
    • 44. Brand dashboard
    • 45. Wrap up
      • From campaign based thinking to continuous consumer interactions.
      • Everything interdependent and interconnected.
      • Connect through mobile and search (and CRM).
      • Work on a solid social media strategy.
      • What brands do, not just what they say.
      • Think in outcomes, not in output.
    • 46. Thank you [email_address]

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