@michaelleander	
  
The	
  Death	
  of	
  Diddly	
  Squat	
  	
  
Inspira6on:	
  Make	
  digital	
  work	
  !	
  	
  
Mich...
@michaelleander	
  
80%	
  of	
  digital	
  marke6ng	
  ac6vi6es	
  do	
  
not	
  deliver	
  ROMI	
  	
  (Return	
  on	
  ...
@michaelleander	
  
Why	
  are	
  we	
  so	
  busy	
  reinven6ng	
  the	
  wheel,	
  
when	
  we	
  haven’t	
  fixed	
  the...
@michaelleander	
  
Can	
  the	
  future	
  help	
  you	
  make	
  
digital	
  work	
  now?	
  	
  
@michaelleander	
  
Are you in control of this
new gigantic challenge ?
Touch
@michaelleander	
  
TTT	
  Things	
  Take	
  Time	
  	
  
o#en	
  3-­‐5	
  )mes	
  longer	
  than	
  expected	
  
@michaelleander	
  
Impressive	
  
crea5ve	
  #fail	
  
@michaelleander	
  
What	
  really	
  decides	
  
consumers	
  to	
  buy	
  or	
  not	
  to	
  
buy	
  is	
  the	
  conten...
@michaelleander	
  
Using	
  humor	
  is	
  fine,	
  but	
  make	
  sure	
  you	
  
connect	
  to	
  your	
  core	
  value	...
@michaelleander	
  
Time	
  to	
  
take	
  a	
  step	
  
back	
  if	
  	
  
you	
  want	
  
digital	
  to	
  
work	
  
@michaelleander	
  
Your	
  audience	
  is	
  
exposed	
  to	
  	
  
6000	
  adver-sing	
  
messages	
  every	
  
single	
...
@michaelleander	
  The	
  abundance	
  of	
  choices	
  	
  
and	
  channels	
  makes	
  your	
  job	
  
much	
  harder	
 ...
 
Earning	
  trust	
  is	
  cri-cal	
  	
  
Buyers	
  are	
  becoming	
  more	
  	
  
and	
  more	
  cau-ous	
  
	
  
	
  
No	
  more	
  sex	
  on	
  the	
  first	
  date,	
  plan	
  
for	
  a	
  da6ng	
  process	
  #adtechasean	
  
But	
  I	
  a...
@michaelleander	
  
Short	
  aOen-on	
  span,	
  loads	
  of	
  intrusion	
  
-­‐	
  how	
  do	
  you	
  cut	
  through	
 ...
@michaelleander	
  
Unique	
  
passionate	
  
emo-onal	
  
authen-c	
  
focused	
  
interac-ve	
  
meaningful…	
  
How	
  ...
@michaelleander	
  
Once	
  upon	
  a	
  -me	
  	
  
@michaelleander	
  
What	
  makes	
  a	
  business	
  
successful?	
  	
  
@michaelleander	
  
@michaelleander	
  
@michaelleander	
  
We	
  claim	
  to	
  care	
  
about	
  our	
  customers	
  
	
  
But	
  have	
  we	
  learned	
  to	
 ...
Own	
  the	
  customer	
  experience	
  in	
  all	
  channels	
  
#adtechasean	
  @michaelleander	
  @adtechasean	
  	
  
@michaelleander	
  
Digital	
  is	
  great	
  for	
  targeted	
  
customer	
  interac-ons	
  !	
  	
  	
  
	
  
So	
  stop...
@michaelleander	
  Relevant,	
  6mely	
  interac6on	
  	
  
with	
  customers	
  and	
  prospects	
  on	
  a	
  	
  
1-­‐t...
@michaelleander	
  
Don’t	
  count	
  the	
  customers	
  	
  you	
  
reach	
  –	
  Reach	
  those	
  who	
  count	
  
#ad...
@michaelleander	
  
People	
  are	
  not	
  like	
  you	
  
	
  –	
  they	
  are	
  different	
  	
  
Meet:	
  	
  
Leave	
...
@michaelleander	
  
Meet	
  Hold	
  My	
  Hand	
  Harry	
  
•  Not	
  digitally	
  savvy	
  
•  Needs	
  to	
  have	
  eve...
@michaelleander	
  
Meet	
  Leave	
  me	
  Alone	
  Larry	
  
•  Digitally	
  savvy	
  
•  100%	
  self-­‐serviced	
  	
  ...
@michaelleander	
  
Let	
  me	
  ask	
  you	
  	
  
a	
  ques-on	
  
	
  
Stand-­‐up	
  to	
  show	
  your	
  	
  
answer	...
@michaelleander	
  
Which	
  reads	
  the	
  most	
  words	
  per	
  	
  
minute	
  –	
  the	
  eye	
  or	
  the	
  ear?	
...
@michaelleander	
  
Welcome	
  to	
  the	
  picture	
  economy	
  
We	
  decode	
  the	
  
message	
  
quickly	
  and	
  
require	
  no	
  
explana-on	
  
Selfie	
  6me	
  –	
  let’s	
  put	
  Adtech	
  	
  
on	
  the	
  map	
  
•  Take	
  a	
  quick	
  
selfie	
  
•  Hashtag	
 ...
Visuals	
  s-r	
  emo-ons	
  in	
  
a	
  heart	
  beat	
  
Find	
  a	
  picture-­‐editorial	
  style	
  that	
  
works	
  in	
  all	
  channels	
  
Hero	
  shots	
  
telling	
  stories	
  
@michaelleander	
  
Use	
  humor	
  to	
  demonstrate	
  the	
  
benefit	
  of	
  your	
  product	
  
@michaelleander	
  
Pictures	
  and	
  videos	
  can	
  work,	
  
but	
  these	
  assets	
  must	
  connect	
  to	
  
your...
@michaelleander	
  
@michaelleander	
  
The	
  Undeserving	
  Boss	
  and	
  	
  
the	
  Misguided	
  Staff	
  
@michaelleander	
  
	
  
Money	
  Waste	
  is	
  Increasing	
  Every	
  Day	
  –	
  
Time	
  for	
  the	
  Death	
  of	
  ...
Drive	
  towards	
  your	
  objec-ves	
  first	
  ,	
  
deadlines	
  second	
  !	
  	
  
See	
  video	
  about	
  being	
  ...
@michaelleander	
  
What	
  can	
  we	
  learn	
  from	
  sales?	
  
Like	
  not	
  like,	
  like	
  AIDA	
  	
  
The	
  power	
  of	
  
social	
  is	
  in	
  the	
  
share	
  leading	
  to	
...
AID+LIRA	
  Attention > Interest > Desire + Like – Interaction – Recommendation - Action
Engagement	
  
Share	
  is	
  goo...
The	
  power	
  of	
  social	
  is	
  in	
  the	
  share	
  
Page	
  likes	
   5.000	
  
Organic	
  
reach	
  
845	
  
Sha...
The	
  Power	
  of	
  Paper	
  
Mul--­‐channel	
  really	
  is	
  mul--­‐channel.	
  Across	
  the	
  board	
  25%	
  of	
...
Make	
  the	
  share	
  easy	
  and	
  make	
  it	
  count	
  –	
  	
  
from	
  desktops	
  to	
  mobility	
  
Think	
  ab...
Pay	
  aOen-on	
  to	
  details	
  &	
  	
  
don’t	
  be	
  afraid	
  to	
  experiment,	
  don’t	
  be	
  
afraid	
  of	
 ...
@michaelleander	
  
Unsilo	
  your	
  marke-ng	
  ac-vi-es	
  
Silos	
  	
  
Make	
  
You	
   Suck	
  
@michaelleander	
  
Outsource	
  “hands”,	
  	
  
retain	
  “brains”	
  and	
  create	
  
the	
  most	
  efficient	
  
ecosy...
@michaelleander	
  
The	
  Bahle	
  of	
  The	
  	
  
Agency	
  &	
  The	
  Brand	
  
@michaelleander	
  
What’s	
  all	
  this	
  
evangelism	
  
going	
  on	
  about?	
  
@michaelleander	
  
No	
  real	
  common	
  goal	
  
Client	
  goal	
  and	
  approach	
   Agency	
  goal	
  and	
  approa...
@michaelleander	
  
Time	
  for	
  the	
  performance	
  
	
  based	
  model	
  
	
  
A	
  model	
  that	
  starts	
  on	
...
@michaelleander	
  
Using	
  Technology	
  to	
  Own	
  the	
  
Experience	
  and	
  Increase	
  Share	
  of	
  
Wallet:	
...
@michaelleander	
  
“EasyJet	
  sees	
  20%	
  upli#	
  in	
  conversions	
  
since	
  delivering	
  targeted	
  content	
...
@michaelleander	
  
“EasyJet	
  has	
  wiped	
  the	
  floor	
  with	
  us,	
  with	
  the	
  website	
  and	
  
modest	
  ...
@michaelleander	
  
Focus	
  on	
  your	
  customers	
  and	
  	
  
an6cipate	
  their	
  needs	
  
>	
  An6cipate	
  
cus...
@michaelleander	
  
Adtech	
  	
  
rocks.	
  	
  
You	
  rock	
  !	
  	
  
michael@leander.me	
  
@michaelleander	
  
How	
  Fad	
  Ditching	
  Made	
  Digital	
  Work	
  
	
  How	
  ditching	
  fads	
  and	
  using	
  c...
@michaelleander	
  
New	
  opportuni-es	
  to	
  interact	
  
and	
  get	
  a	
  response	
  from	
  your	
  
audience	
  ...
@michaelleander	
  
Drink	
  and	
  scan	
  –	
  	
  
if	
  you	
  can	
  !	
  	
  
@michaelleander	
  
Scan	
  and	
  
download	
  a	
  
book	
  –	
  
Vodafone	
  
showed	
  speed	
  
and	
  the	
  “how	
 ...
@michaelleander	
  
Reach	
  the	
  right	
  person	
  	
  
with	
  the	
  right	
  message	
  
at	
  the	
  right	
  6me	...
@michaelleander	
  
Too	
  much	
  kumbaya	
  
going	
  on	
  
Make digital marketing work: Keynote at Adtech Asean Singapore July 2014
Make digital marketing work: Keynote at Adtech Asean Singapore July 2014
Make digital marketing work: Keynote at Adtech Asean Singapore July 2014
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Make digital marketing work: Keynote at Adtech Asean Singapore July 2014

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Here is my opening keynote from Adtech Asean in Singapore, July 2014. The conference theme was making digital work. This presentation talks about various aspects of digital marketing including some basic concepts that most marketers still don't get. The key message is to fix the foundation first.

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Make digital marketing work: Keynote at Adtech Asean Singapore July 2014

  1. 1. @michaelleander   The  Death  of  Diddly  Squat     Inspira6on:  Make  digital  work  !     Michael  Leander       >  www.michaelleander.me     >  @michaelleander       >  #adtechasean     >  @adtechasean  
  2. 2. @michaelleander   80%  of  digital  marke6ng  ac6vi6es  do   not  deliver  ROMI    (Return  on   Marke-ng  Investment)       90%  of  social  media  marke6ng   ac6vi6es  have  nega6ve  ROMI  
  3. 3. @michaelleander   Why  are  we  so  busy  reinven6ng  the  wheel,   when  we  haven’t  fixed  the  basics  yet?    
  4. 4. @michaelleander   Can  the  future  help  you  make   digital  work  now?    
  5. 5. @michaelleander   Are you in control of this new gigantic challenge ? Touch
  6. 6. @michaelleander   TTT  Things  Take  Time     o#en  3-­‐5  )mes  longer  than  expected  
  7. 7. @michaelleander   Impressive   crea5ve  #fail  
  8. 8. @michaelleander   What  really  decides   consumers  to  buy  or  not  to   buy  is  the  content  of  your   adver-sing,  not  its  form.   David  Ogilvy    
  9. 9. @michaelleander   Using  humor  is  fine,  but  make  sure  you   connect  to  your  core  value  proposi-on  
  10. 10. @michaelleander   Time  to   take  a  step   back  if     you  want   digital  to   work  
  11. 11. @michaelleander   Your  audience  is   exposed  to     6000  adver-sing   messages  every   single  day  
  12. 12. @michaelleander  The  abundance  of  choices     and  channels  makes  your  job   much  harder    
  13. 13.   Earning  trust  is  cri-cal     Buyers  are  becoming  more     and  more  cau-ous      
  14. 14. No  more  sex  on  the  first  date,  plan   for  a  da6ng  process  #adtechasean   But  I  am   soooo     ready  !    
  15. 15. @michaelleander   Short  aOen-on  span,  loads  of  intrusion   -­‐  how  do  you  cut  through  the  cluOer?   Brain   junk   filter     Do  I  know  you?   Do  I  need  you?   Can  I  trust   you?    
  16. 16. @michaelleander   Unique   passionate   emo-onal   authen-c   focused   interac-ve   meaningful…   How  do  you  get  into  the  Mind  Box?  
  17. 17. @michaelleander   Once  upon  a  -me    
  18. 18. @michaelleander   What  makes  a  business   successful?    
  19. 19. @michaelleander  
  20. 20. @michaelleander  
  21. 21. @michaelleander   We  claim  to  care   about  our  customers     But  have  we  learned  to     walk  the  talk  yet?            
  22. 22. Own  the  customer  experience  in  all  channels   #adtechasean  @michaelleander  @adtechasean    
  23. 23. @michaelleander   Digital  is  great  for  targeted   customer  interac-ons  !         So  stop  the  reach  and  volume   obsession  and  start  showing  you   care  about  your  individual   customers  
  24. 24. @michaelleander  Relevant,  6mely  interac6on     with  customers  and  prospects  on  a     1-­‐to-­‐1  basis.  One  person  at  a  6me  
  25. 25. @michaelleander   Don’t  count  the  customers    you   reach  –  Reach  those  who  count   #adtechasean  @michaelleander  
  26. 26. @michaelleander   People  are  not  like  you    –  they  are  different     Meet:     Leave  me  alone  Larry  &     Hold  my  hand  Harry    
  27. 27. @michaelleander   Meet  Hold  My  Hand  Harry   •  Not  digitally  savvy   •  Needs  to  have  everything  explained   •  Need  to  talk  to  a  real  person  
  28. 28. @michaelleander   Meet  Leave  me  Alone  Larry   •  Digitally  savvy   •  100%  self-­‐serviced     •  Rarely  talks  to  real  person   •  Expects  you  to  respond  within  3   minutes  and  14  seconds  in  any   channel   •  “Lazy  and  therefore  loyal”  
  29. 29. @michaelleander   Let  me  ask  you     a  ques-on     Stand-­‐up  to  show  your     answer        
  30. 30. @michaelleander   Which  reads  the  most  words  per     minute  –  the  eye  or  the  ear?   2.500  words  per  minute   125  words  per  minute  
  31. 31. @michaelleander   Welcome  to  the  picture  economy  
  32. 32. We  decode  the   message   quickly  and   require  no   explana-on  
  33. 33. Selfie  6me  –  let’s  put  Adtech     on  the  map   •  Take  a  quick   selfie   •  Hashtag   #adtechasean   •  Men5on   @michaelleander   and  see  what   happens   tomorrow  
  34. 34. Visuals  s-r  emo-ons  in   a  heart  beat  
  35. 35. Find  a  picture-­‐editorial  style  that   works  in  all  channels  
  36. 36. Hero  shots   telling  stories  
  37. 37. @michaelleander   Use  humor  to  demonstrate  the   benefit  of  your  product  
  38. 38. @michaelleander   Pictures  and  videos  can  work,   but  these  assets  must  connect  to   your  core  message,  s-r  an   emo-on  that  lead  to  an  ac-on  
  39. 39. @michaelleander  
  40. 40. @michaelleander   The  Undeserving  Boss  and     the  Misguided  Staff  
  41. 41. @michaelleander     Money  Waste  is  Increasing  Every  Day  –   Time  for  the  Death  of  Diddly  Squat    
  42. 42. Drive  towards  your  objec-ves  first  ,   deadlines  second  !     See  video  about  being  objec-ve  driven  hOp://www.youtube.com/watch?v=4mxvy_usWz8     If  95%  of    your  effort  is  here,  you  are  wrong  !    
  43. 43. @michaelleander   What  can  we  learn  from  sales?  
  44. 44. Like  not  like,  like  AIDA     The  power  of   social  is  in  the   share  leading  to   ac-on  
  45. 45. AID+LIRA  Attention > Interest > Desire + Like – Interaction – Recommendation - Action Engagement   Share  is  good   ac-on  counts   Like  is  NOT  a  currency,  engagements  conver)ng  to  ac)ons  are  @michaelleander  
  46. 46. The  power  of  social  is  in  the  share   Page  likes   5.000   Organic   reach   845   Shared   222   Total  reach   23.168   Clicks   ?   Likes   74   Call  to   ac5on  
  47. 47. The  Power  of  Paper   Mul--­‐channel  really  is  mul--­‐channel.  Across  the  board  25%  of     consumers  prefer  paper  over  digital  in  cri)cal  stages  of  the  buying  cycle    
  48. 48. Make  the  share  easy  and  make  it  count  –     from  desktops  to  mobility   Think  about   -­‐  Images   -­‐  Shared  text   -­‐  How  to  make   the  share   convert  
  49. 49. Pay  aOen-on  to  details  &     don’t  be  afraid  to  experiment,  don’t  be   afraid  of  failure   Create  a  culture  of   experimenta-on  
  50. 50. @michaelleander   Unsilo  your  marke-ng  ac-vi-es   Silos     Make   You   Suck  
  51. 51. @michaelleander   Outsource  “hands”,     retain  “brains”  and  create   the  most  efficient   ecosystem    with  maximum  exper6se      
  52. 52. @michaelleander   The  Bahle  of  The     Agency  &  The  Brand  
  53. 53. @michaelleander   What’s  all  this   evangelism   going  on  about?  
  54. 54. @michaelleander   No  real  common  goal   Client  goal  and  approach   Agency  goal  and  approach  
  55. 55. @michaelleander   Time  for  the  performance    based  model     A  model  that  starts  on  top,  but   cascades  to  each  individual  involved  in   crea5ng  results   It  is  a  winning  situa5on.  If  clients  dare   and  agencies  care  
  56. 56. @michaelleander   Using  Technology  to  Own  the   Experience  and  Increase  Share  of   Wallet:  Focus  on  things  that  maOer  to   your  business,  not  technology  itself  
  57. 57. @michaelleander   “EasyJet  sees  20%  upli#  in  conversions   since  delivering  targeted  content  on  home   page”   Richard  Levin,     Head  of  CRM  easyJet    
  58. 58. @michaelleander   “EasyJet  has  wiped  the  floor  with  us,  with  the  website  and   modest  customer  [service]  improvements”       “We  can  learn  from  the  bits  they  have  done  well.”     November,  2013   Michael  O’Leary,  Ryanair  CEO  
  59. 59. @michaelleander   Focus  on  your  customers  and     an6cipate  their  needs   >  An6cipate   customer  needs   >  Provide  6mely   service     >  Differen6ate     communica6on   >  Personalize     communica6on     >  Understand     preferences  
  60. 60. @michaelleander   Adtech     rocks.     You  rock  !     michael@leander.me  
  61. 61. @michaelleander   How  Fad  Ditching  Made  Digital  Work    How  ditching  fads  and  using  commonsense   might  make  digital  work  for  you   Don’t  ever  stop  experimen6ng  –     but  do  it  wisely  
  62. 62. @michaelleander   New  opportuni-es  to  interact   and  get  a  response  from  your   audience  using  QR  codes  (or  not)  
  63. 63. @michaelleander   Drink  and  scan  –     if  you  can  !    
  64. 64. @michaelleander   Scan  and   download  a   book  –   Vodafone   showed  speed   and  the  “how   to”  at  the  same   -me  
  65. 65. @michaelleander   Reach  the  right  person     with  the  right  message   at  the  right  6me  –     in  the  the  most   effec6ve  channel.  
  66. 66. @michaelleander   Too  much  kumbaya   going  on  

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