Staying one step ahead

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This is the presentation Rafael Sulit, National Grid US Brand Marketing Director, gave to the University of Rhode Island PRSSA on April 1, 2014. His presentation, "Staying on step ahead: connecting with customers across all their experiences," focused on the importance of applying the right marketing and communications channel mix.

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  • THANKS, HONORED
    Heather
    The URI Harrington School of Comms
    PRSSA
    Former PRSSA member
  • BRAND BUILDER THROUGHOUT MY CAREER. “HOW” I’VE BUILT BRANDS HAS EVOLVED OVER 15+ YEARS.
    (First half)
    Traditional: TV, print, outdoor, radio
    (Second half):
    DIGITAL
  • TRADITIONAL AND DIGITAL?
    Shared this ad couple of months ago with Heather Hermanowski which got me thinking:
    Is there anything that’s really “traditional” anymore?
    Happy to see this ad inspired the theme behind tonight’s event
  • STAY ONE STEP AHEAD—social media and beyond
    Which brings me to what I want to discuss today—the importance of staying a step ahead of what you think is on trend or emerging.
    Aim:
    Share actionable insights on applying the right channel mix as you become marketing and communications professionals after graduation
  • Four main themes over the next 20+ min
    I’ll pause after each section for quick questions.
    We’ll have time for more questions after the presentation.
  • What was once “emerging” may quickly become traditional
  • TECHNOLOGY HAS CHANGED EVERYTHING
    Word-of-mouth
    ROI and accountability
  • THE CONSUMERS BEHAVIOR CONFIRMS THIS
    Americans on average:
    Own 4 digital devices
    Engage > 60 hrs/wk with digital content
    Consume 9.5 hrs/wk via mobile devices
    Watch TV 2.4 hrs/wk less than before
  • CURIOSITY IS DIGITAL, and it’s on GOOGLE and SOCIAL MEDIA NETWORKS
    22.3 billion searches
    70.9% – Google
    15.3% – Bing
    10.5% – Yahoo!
    Others – Ask, AOL, etc.
    Social media has just eclipsed portals in share of time on the Internet!
    Facebook has 150MM monthly visitors and accounts for 10% of total minutes on line
  • MARKETERS ARE SHIFTING TO DIGITAL
    Ad spend growth is in digital
    15% growth in online ad spend vs. 2% growth in all media
    $32 billion online ad spend equivalent to half TV spend
    VIDEO
    31% of brands intend to shift from broadcast to online video
    30% of those respondents plan to shift from banners to online video
    Video ad spend surging at +18%
    Video ad CPMs more efficient than TV
    YouTube stat—indicative of digital video’s perspective
    Source: “10 Burning Issues for Digital,” Eli Goodman, Media Evangelist, comScore, March 20, 2013; comScore Census Network™ (CCN™); “Game Changer: Online video is taking content marketing by storm,” by David Ward, presented by YuMe, ANA Magazine, Issue 2, 2014; http://www.businessinsider.com/mary-meekers-latest-masterful-presentation-on-the-state-of-the-web-2013-5?op=1, AllThingsD's D11 Conference, “Mary Meeker presentation on the State of the Web," May 29, 2013
  • MASS APPEAL and OVERLOAD
  • —mobile devices are outselling PCs globally
    HARDWARE IS MOBILE
  • MOBILE”S GROWTH IS INDICATIVE
    120 million smartphones (+35% vs YA) and 45 million tablets (+300% vs YA)
    Phones and tablets now account for 15% of all Internet page views
    M-commerce now 13% of all e-commerce
  • #Wearables—blends social, mobile, advertising and e-commerce
    A MORE PRACTICAL USE OF WEARABLES
    Wearable smart bands set for 350% (8MM units) growth in 2014
    Smartbands—Its research shows that 1.6 million smart bands, such as those used to monitor fitness, were shipped in the second half of 2013, after just over 200,000 smart wearable bands shipped in the first half of the year. This represented growth of 700 percent. Shipments could reach a total of 8 million in 2014, over 23 million units by 2015, and over 45 million by 2017, Canalys predicts.
  • Remember the Yellow Pages, Circuit City, Virgin Megastores?
  • …CAN QUICKLY BECOME MASS MARKET
    65+ is fastest growing segment
    George Takei and Dave Berkowitz in the AARP exhibit at SXSWi
  • OUR INDUSTRY IS MAKING MOVES TO STAY ONE STEP AHEAD
    Wearables, smart devices and electric charging stations
    Bionyms (The Nymi uses your heartbeat as your password to connect with apps and services such as bank accounts, doctor’s office, utilities
    Google – Nest (smart thermostat)
    Ecobee (smart thermostat)
    National Grid and electric charging stations
  • Millennials are currently the “it” market
    I was once the it market. You’re currently the it market. Think about who is next and what channels to reach them with.
    STAY IN TUNED WITH WHO IS NEXT
  • CAUTIONARY TALES
    Extinct brands and their disruptors:
    Kodak and the entire digital camera category
    Net Flix and Blockbuster
    Apple and Sony Walkman
    Amazon and Borders
  • Importance of connecting through multiple experiences
  • CAN’T IGNORE CORE CHANNELS
    Obama 2012, Salesforce, CRM, database marketing cited as the most influential marketing channel
  • DIGITAL IS INCREASINGLY BECOMING THE MOST INFLUENTIAL DRIVER OF CONSUMER SATISFACTION IN OUR CATEGORY
  • Proactive storm safety education & outreach
    PREMISE: KEEP CUSTOMERS INFORMED ABOUT SAFETY BEFORE, DURING AND AFTER STORMS AND MAJOR EVENTS
  • BLENDS EMPLOYEE ENGAGEMENT AND SOCIAL MEDIA
    Narragansett Lighting—celebrate connection with heritage company
    Ryan Leclair—this story came from employee communications
    Deborah Lebl—another example of telling an employee’s story and telling it internally
  • PROACTIVELY ENGAGING OUR CUSTOMERS IN REAL TIME LEVERAGING TECHNOLOGY AND MULTIPLE DEPARTMENTS
    The National Grid Social Media Conversation Suite
    Single location for “social champions” to monitor and track conversations
    Designed to engage our customers immediately
    Uses technology to measure customer sentiment in real time
    Tracks social intelligence for understanding our brand & reputation, the industry and customers
    Creates a culture of social media ambassadors
    Raises profile among the most progressive companies in the world (e.g., Dell, MasterCard, Salesforce.com, PepsiCo)
    The 4 monitors will display:
    HootSuite Pro Dashboard
    Simply Measured Insights
    Social channel rotation
    Simply Measured Word Cloud
    Also Tagboard and SocialMention
  • Giving customers what they want falls short—ANTICIPATE
    Discomfort is OK—CHANGE enhances skill sets
    Avoid analysis paralysis—IDEAS impact change
    Don’t just stay tuned in—STAY ONE STEP AHEAD
  • AN EXAMPLE OF DIGITAL VIDEO CONTENT
  • Staying one step ahead

    1. 1. 1
    2. 2. 2
    3. 3. 3
    4. 4. Rafael Sulit, Director of US Brand Marketing Presentation to The University of Rhode Island PRSSA April 1, 2014 @RaffyInNY #NationalGrid Staying one step ahead: connecting with customers across all their experiences
    5. 5. 5 Tonight’s themes  Everything is digital and going mobile  Staying one step ahead  Channel mix
    6. 6. Everything is digital and going mobile
    7. 7. 7 Technology enablement Source: “To Grow, an Agency Breaks Down Walls,” May 8, 2011, http://www.nytimes.com/2011/05/09/business/media/09adco.html?_r=1&, “As for describing R/GA as digital, everything is digital now and disrupted by technology.” Bob Greenberg Chairman, Global Chief Creative Officer R/GA
    8. 8. 8 The consumer is digital Gadget galore Daily digital dose Mobile mania TV? Source: “Shift In Advertising—The Digital Culture,” ‘The Digital Consumer Report’ by Nielsen, http://adcultureblog.wordpress.com/2014/02/27/shift-in-advertising-the-digital-culture/, February 27, 2014
    9. 9. 9 Human curiosity is digital Source: http://searchengineland.com/search-market-share-frozen-overall-query-volume-down-179841, November 2013, includes computer (work and home) and mobile devices; “10 Burning Issues for Digital,” Eli Goodman, Media Evangelist, comScore, March 20, 2013; comScore Census Network™ (CCN™);
    10. 10. 1010 Ad spend shift is going digital  Online  Video  Banners?  TV?
    11. 11. 11 Social is becoming “traditional”
    12. 12. 12 All experiences will be mobile
    13. 13. 13 Shift in mobile preference Source: “10 Burning Issues for Digital,” Eli Goodman, Media Evangelist, comScore, March 20, 2013; comScore Census Network™ (CCN™); Growth rates are YA.  Smartphones  Tablets  Mobile web page views  M-commerce
    14. 14. 14 Definition of mobile is evolving Source: “Wearable Tech Is The New Social,” March 9, 2014, http://www.adweek.com/news/technology/wearable-tech-new-social-sxsw-156203 “Smartphones are fading. Wearables are next.” March 19, 2014, http://money.cnn.com/2014/03/19/technology/mobile/wearable-devices/ #Wearables
    15. 15. Staying one step ahead This text box and image can be deleted and replaced with your own selection from Brand Central’s image library.
    16. 16. 16 What was once new… —not just for young 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 18-29 30-49 50-64 65+ 2008 2010 2013 Socialusers(%ofinternetusers) Source: MRY
    17. 17. 17 Embracing change in utilities
    18. 18. 18 Attract tomorrow’s customers Who is the next Gen ____?
    19. 19. 19 Adapt or fail
    20. 20. Channel mix
    21. 21. 21 Don’t be emerging just to be that
    22. 22. 22 Behavioral shift in our industry Conversational
    23. 23. 23 National Grid “Stay Connected” (Click on visual to launch video in slideshow) (Click on visual to launch video in slideshow)
    24. 24. 24 National Grid #TBT
    25. 25. 25 #GridCentral
    26. 26. 26 In closing  ANTICIPATE  CHANGE  CREATE  STAY ONE STEP AHEAD
    27. 27. 2727 Sources to stay one step ahead Gary Vaynerchuk @garyvee David Berkowitz @dberkowitz Mary Meeker’s annual presentation on Internet trends
    28. 28. 28 Thank you! (Click on visual to launch video in slideshow)

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