Digitalk Martin Blinder - 260911

Where to nextBuilding Your Own Digital EcosystemsSeptember 26, 2011Martín Blindertwitter.com/martinblinderlinkedin.com/martinblinder © Essence 2005 - 2010

where to next © Essence 2005 - 2010

It’s a very excitingtime to be inmarketing © Essence 2005 - 2010

Marketers = Entrepreneurs © Essence 2005 - 2010

ROI Insomnia ROI ROI ROI ROI © Essence 2005 - 2010

ROI Insomnia, the cure Prediction © Essence 2005 - 2010

2000sRelevance © Essence 2005 - 2010

2000s 2010sRelevance Prediction © Essence 2005 - 2010

I actually think most peopledont want Google to answertheir questions…They want Google to tell themwhat they should be doing next.Eric Schmidt, Chairman, Google © Essence 2005 - 2010

Real Value + Convenience © Essence 2005 - 2010

DATA © Essence 2005 - 2010

Today’s digital marketingenvironment is shiftingtoward pro-active datacollection © Essence 2005 - 2010

Branded EcosystemsData collection platforms © Essence 2005 - 2010

Traditional Digital Marketing Digital Display USERS Partnerships Site Affiliates Search © Essence 2005 - 2010

Engagement based Digital Marketing Social USERS Games Site Mobile Apps © Essence 2005 - 2010

It’s easier to mine datawhen you createexperiences designedfor that purpose © Essence 2005 - 2010

Put your best peopleon MobileEric Schmidt, Chairman, Google © Essence 2005 - 2010

Put your best peopleon MobileEric Schmidt, Chairman, GooglePut your best marketerson DataMe :) © Essence 2005 - 2010

Collecting data shouldbe at the top of yourpriorities © Essence 2005 - 2010

Platforms © Essence 2005 - 2010

New dominant platforms have emerged Social Mobile © Essence 2005 - 2010

New dominant platforms have emerged Linking the internet together Social © Essence 2005 - 2010

New dominant platforms have emergedMobility,Apps, Geo Mobile © Essence 2005 - 2010

Fueled by the proliferation of data and devices iPad Smartphones Kindle Computing Growth Drivers Over Time, 1960 – 2020E Tables MP3 Cell Phone/PDA Desktop/Mobile Car Electronics 1,000,000 GPS, ABS, A/V Internet Mobile VideoDevices / Users (MM in Log Scale) Home Entertainment 100,000 Games Desktop Wireless Home Appliances Internet 10,000 1,000 PC 10B+ Units 1B+ Units 100 Minicomputer 100MM+ Units 10 Mainframe 10MM+ Units 1 1MM+ Units 1960 1970 1980 1990 2000 2010 2020 Source: Morgan Stanley Internet Trends Presentation (Mary Meeker) 2010.04.12 © Essence 2005 - 2010

We create as muchinformation in twodays now as we didfrom the dawn of manthrough 2003.Eric Schmidt, Chairman, Google © Essence 2005 - 2010

Data Standardization © Essence 2005 - 2010

Devices are diverging, but data is converging © Essence 2005 - 2010

API © Essence 2005 - 2010

Google’s API library © Essence 2005 - 2010

Facebook’s API © Essence 2005 - 2010

Twitter’ API © Essence 2005 - 2010

Example: Google Maps/Streetview API ` © Essence 2005 - 2010

This means that it’s neverbeen easier to develop toolsto engage and collect datafrom users © Essence 2005 --2011 © Essence 2005 2010

EXAMPLE © Essence 2005 - 2010

ProductOnline booking engine

Product PropositionOnline booking engine Inspiring our users at every stage of their travel consideration

Shifting from a Booking engine Book © Essence 2005 - 2010

To an online travel lifestyle service Book Inspire Follow-up Recall © Essence 2005 - 2010

Engagement throughout the user lifecycle Book Facilitate Upsell Tempt Cross-sell Inspire Follow-up Recommend Inform Remind Suggest Recall © Essence 2005 - 2010

Expedia Travel Companion © Essence 2005 - 2010

A Mashup of different API’s Facebook API Google Maps API Trip Advisor API Currency Exchange API © Essence 2005 - 2010

It’s all about the data we can collect§  Travel demand beyond what’s happening on our site§  Through FB API we can access user profile details and stated interests§  Highly effective data for cross- selling§  Learn more about what our customers do during their holiday

Tools APIs © Essence 2005 - 2010

Tools Distribution APIs + Social & Mobile © Essence 2005 - 2010

User Adoption 52 © Essence 2005 - 2010

Shift in Consumer Behaviour Exp ecta tions © Essence 2005 - 2010

Whenever a new platform becomes dominant,it’s accompanied by a shift in behaviour © Essence 2005 - 2010

Highly engaged usersAverage time per person (weekly)5hrs 54 mins Average sessions per user (weekly) 20 Sessions Active users log in (daily) 54.6% Source: Nielsen 2010 & Facebook Internal Data, August 2010 © Essence 2005 - 2010

Consumers today expect to engage withbrands on a regular basis © Essence 2005 - 2010

ENTERTAINMENT EDUCATION ENGAGEMENT NEWS UTILITY © Essence 2005 - 2010

News - Editorialized shopping © Essence 2005 - 2010

Entertainment © Essence 2005 - 2010

Entertainment Waterslide Extreme Game 2m downloads in 1 week © Essence 2005 - 2010

Education – ‘How to’ © Essence 2005 - 2010

Utility (Lifestyle) © Essence 2005 - 2010

LifestyleBy sponsoring an urban livingrelated activity, it enables Barclaysto associate its brand more closelywith lifestyle oriented activities 67 © Essence 2005 - 2010

The emerging players are1.  Building their brands through continuous consideration2.  Acquiring massive amounts of user data © Essence 2005 - 2010

Groupon made ‘spam’ desirableDaily deal emailsUrgent messagingDemographic targeting © Essence 2005 - 2010

Expectation goes beyond the product Teach me how to Help me become a remove stains better runner Teach me how to be a Entertain me through good mom/dad games and video © Essence 2005 - 2010

Growth in Blogs are a key indicatorThere are currently 133mm blogs in the ‘blogosphere’** Indexed by Technorati since 2002 © Essence 2005 - 2010

It’s never been easier to have amore direct relationship with yourcustomers, but this requiresadding value, empowering them,earning their trust, letting themparticipate and share. © Essence 2005 - 2010

1. Set up a learning loop Initiatives Data Analyst Product Mgr. MARKETER USERS Developer Data © Essence 2005 --2011 © Essence 2005 2010

1. Set up a learning loop Initiatives ACQUIRE LEARN Data Analyst Product Mgr. MARKETER USERS Developer CREATE TEST Data © Essence 2005 --2011 © Essence 2005 2010

Product Proposition The central, value adding reason for your relationship with users

1. Product 2. Audience–  Relationship with users –  User needstates–  How can we repurpose our –  What need can we target existing product Proposition4. Market 3. Brand–  Is the market addressing the –  How far can we extend our needstates brand–  What are parallel sectors doing –  What is believable to target

5. Consider your Channels •  Daily content/updates •  Editorialized offers •  Social apps/games •  Sharing •  Competitions •  Transient Apps •  Entertainment •  Viral •  How’ to •  Geo-services •  Short bursts of interactivity •  Apps/Tools •  Gaming © Essence 2005 - 2010

5. Create your engagement calendarIllustrative Facebook Engagement Calendar January February March April May June July August September October November December Implement Valentines Live Chat Competition New Game Launch new 3 tabs for VIP World Cup on Website and Summer Holidays Halloween Christmas Build Up world cup competition Page tickets Initiative Implement Run Event & Event Reach Polling ads – Poll ads Become a Virtual Gift Celebrate FB Connect Block to World Cup Your around fan ads on site – fan announce e.g. best Reach Block Christmas & wall Valentine Competition player offer Poll ads widgetBrand Become a fan ads – focus fan drive on key initiatives: Game, rebranding, new messaging, TV Virtual Gift Ads Reach Block Announce 3 Promote Update fans Promote VIP Summer new tabs on Valentines Promote Game Halloween of Live competition Holiday Christmas Ideas Page to fans promotion to Stream Chat App World Cup Content tips fans Updates based on seasonal. Topical and engaging contentPage & CRM Ad Ad Fan Insights Effectiveness Fan Insights Effectiveness Fan Insight Study StudyUnderstand © Essence 2005 - 2010

Digitalk Martin Blinder - 260911

by Martin Blinder on Sep 29, 2011

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