Presentatie Vakantiebeurs LBi door Thecla Thielemans

inspiratie

Wednesday 11 January 12 Wk

vandaag


the importance
of a relevant story


me


I want

to see
the world

Thecla Thielemans
LBi Branded Content

@Thecla020
LBi The Netherlands

A global marketing and
technology agency, blending
insight, creativity and
technology to create
business value.


26 oﬃces in 16 countries


We built one company


LBi Branded Content
AMSTERDAM - LONDON - NEW YORK


what happened?


B ought B ought B ought

Campaign Campaign Campaign


Earned E arned E arned

Bo ught B ought B ought



ou ght E arned
B

Owned



What’s your story?


Do I like you?


Nederland
Youtube 6.161.500
Facebook 4.979.000
Hyves 4.854.500
LinkedIn 2.962.500
Twitter 2.489.000
Bron: Newcom


Nederland
Zo’n 44% van de
Facebook gebruikers
gebruikt het sociale
netwerk elke dag.

Bron: Newcom


72% van alle social
network gebruikers
raadpleegt dagelijks
meerdere social media
accounts terwijl
ze op reis zijn
Bron: Tripl


It’s not just young people using social networking anymore
It’s everyone

Bron: comScore Media Metrix


Bron: Focus.com


Gemiddeld besteden fans 78
dollar meer dan niet fans.
Bij fans is de kans op een
vervolgaankoop 28% hoger.
Bij fans is de kans op het
aanraden van een product aan
vrienden 48% hoger.
Bron: Focus.com


designed by rikard.andresen@gmail.com

Russia
The Netherlands 26.06m
6.30m
56%
45%
62%
42%
46%
Canada 18%
11.72m
UK Poland Japan
54% 12.03m
19.27m 13.66m
43% 48%
44% 16%
26% 46%
40% 16%
28% 26% 8%

Germany China
155.29m
18.81m
47%
USA 47%
114.55m 53%
38%
34%
South Korea
51% 32% 10.93m
51%
23%
20% Italy
33%
France 12.66m
15.92m 38% 11%

57% 49%
Hong Kong
45% 36% 2.56m
28%
39%
Philippines
56%
14.43m
Mexico Spain 33%
10.10m India 60%
12.80m 35.08m 73%
47%
52% 50% 46%
45%
63% 64%
37%
36% Malaysia
49%
11.50m Indonesia
18.93m
Brazil 54%
57%
33.49m 63%
66%
54% 41%
52%
51%
34% Singapore
1.96m
Australia
48%
7.05m
57%

Global Map of Social Networking 2011
50%
32%
48%
27%
About the Map Global Social Network Penetration
This shows the universe size of active
social networkers for each market and
80%
then segments users into three behaviour
types: Messagers, Groupers and Content
Sharers. This behavioural data is based 70%

on a number of detailed questions we
conduct into the way that consumers use
% Active Online Users

60%
social networks. Because social
networking is now so big and touches
50%
every aspect of our internet experience,
this detail is essential for the effective Behaviour Types:
planning and implementation of 40%

marketing activity across social active social networkers (millions)
The most detailed study on the consumer adoption of the
networks. This data reveals that users 30% internet ever compiled:
across the world are very different in how messagers and mailers
they utilise their network, with more focus PC /// Mobile /// Tablets /// TV sets /// Gaming
on messaging and less on content 20% 100K+ surveys a year /// 3 waves a year /// 36 markets
sharing in established markets like the content sharers
US and UK but more focus on content
and groups in fast growing markets like
10%
Find out more /// www.globalwebindex.net/
joiners and creators of groups mail /// globalwebindex@trendstream.net
Indonesia and China. 0%
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Mensen besteden
meer dan de helft
van hun tijd
online met content.

Bron: GotContent.nl


Bron: GotContent.nl


2011 was de doorbraak voor
video op de mobiel. Met meer
smart phones en tablets dan
ooit serveert alleen YouTube al
400 miljoen video’s op mobile
devices per dag (bijna 15% van
het totaal).


LBi Global Content Oﬀering


onze aanpak


Engage people with
storytelling, by using a
smart media mix, and by
making eﬀorts add up
in a continuous process


Omroep WNL
Broadcast content & branding

Heineken Trophy Hunt
Global Location Based campaign

BMX 24/7 with Endemol
Global BMX content platform

US: Honest Tea
Conversation & brand story

Italy/US: Meltin’Pot Jeans
Social roadtrip & brand story

aan de slag...


Customer journey: voor, tijdens & na


Authentic and relevant
Emotional stickiness
Dialogue and sharing

Build on user insight
Integrated and optimized
Value in owned media

Orchestrated communication
Performance optimization
Growth of customer value

Checklist Pitfalls
Storytelling Advertisement
1. Authentic and relevant 1. Superﬁcial tricks and jokes
2.Emotional stickiness 2.Empty messages
3.Dialogue and sharing 3.One way talk and promises
Media mix Media preoccupation
4.Build on user insight 4.Interrupts what you try to do
5.Use media that people use 5.Fragmented and/or absent
6.Collect data via owned media 6.Low ROI bought media
Continuous Hit and run
7.Orchestrated communication 7.Silence after the campaign
8.Performance optimization 8.Performance left to sentiment
9.Return value to the customer 9.Customer not taken seriously


Thank you!

thecla.thielemans@lbi.com
@Thecla020
LBi The Netherlands
WWW.LBI.NL

Presentatie Vakantiebeurs LBi door Thecla Thielemans

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Presentatie Vakantiebeurs LBi door Thecla Thielemans