Transformation in Digital Advertising

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Gunther Schumacher, President & Chief Operating Officer of OgilvyOne Worldwide, the world’s pre-eminent Customer Engagement Agency, was the keynote speaker at LinkedIn’s recent TechConnect event in …

Gunther Schumacher, President & Chief Operating Officer of OgilvyOne Worldwide, the world’s pre-eminent Customer Engagement Agency, was the keynote speaker at LinkedIn’s recent TechConnect event in Silicon Valley. His presentation, entitled “Transformation in Digital Advertising,” presented a rationale for the use of social media to engage B2B audiences, including the staggering statistic that 61% of B2B marketers report leads generated by social media.

Gunther proposed that the rise of social media has expanded the definition of value to include the network effect of advocacy and active collaboration and co-creation and that technology, creativity and data work together to maximize the network effect and capture Total Customer Value. His presentation drew upon the latest research from OgilvyOne into how Total Customer Value can be created and demonstrated how the Customer Engagement Agency has effectively achieved this for global business-to-business clients including IBM, DuPont and UPS.

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  • 1. #inTC13 Gunther Schumacher Worldwide President & COO OgilvyOne Worldwide @OgilvyOne TRANSFORMATION IN DIGITAL ADVERTISING
  • 2. This Is Not Your Customer
  • 3. She is Your Customer
  • 4. 100% Use social media Source: DHR International Survey in Forbes: “LinkedIn Is Preferred By Executives,” April 9th, 2013
  • 5. A Changed Landscape
  • 6. A Changed Landscape 88% of business execs use LinkedIn often or very often (1) 61% of B2B marketers report leads generated by social media (2) 75% of tech decision makers engage with vendors through social media (3) 59% of tech decision makers are more influenced by social than by online media (3) 58% of decision makers turn to social media to learn from trusted peers (3) Source 1: DHR International Survey in Forbes: “LinkedIn Is Preferred By Executives,” April 9th, 2013 Source 2: eMarketer.com: B2B Social Media Lead Generation: Best Practices for 2013, August 20, 2013 Source 3: BreakingGov.com “Why Social Media Networks are Gaining a Greater Role in IT Decisions” January 8, 2013
  • 7. Social = Business
  • 8. COLLABORATION ADVOCACY LIFETIME TRANSACTIONS INDIVIDUAL } NETWORK } Total Customer Value
  • 9. G l o b a l S o c i a l L o y a l t y S t u d y Country USA UK Germany France Brazil China India Indonesia Mexico UAE South Africa Category Airlines Banking Cars Face Care IT Hardware IT Solutions Male Grooming Telecom TV’s Softdrinks &
  • 10. Relative Likelihood to Engage Socially
  • 11. 0%# 100%# 200%# 300%# 400%# 500%# 600%# 0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# Brazil' China' USA' UK'Germ any' France' India'M exico' Japan'Thailand'OVERALL' Recommenders' NonDrecommenders' 0% Impact of Social Engagement on Loyalty
  • 12. 0%# 100%# 200%# 300%# 400%# 500%# 600%# 0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# Brazil' China' USA' UK'Germ any' France' India'M exico' Japan'Thailand'OVERALL' Recommenders' NonDrecommenders' 0% Impact of Social Engagement on Loyalty Recommenders: +15% Non-Recommenders:+424% Overall: +348%
  • 13. !400%% !200%% 0%% 200%% 400%% 600%% 800%% !40%% !20%% 0%% 20%% 40%% 60%% 80%% Airlines% Banking% Cars% Com m s%Providers% Face%Care%IT%Hardw are%IT%SoluBons% M ale%Groom ing%SoE%Drinks% TV% Overall% Recommenders* Non,recommenders* 0% Impact of Social Engagement on Loyalty
  • 14. !400%% !200%% 0%% 200%% 400%% 600%% 800%% !40%% !20%% 0%% 20%% 40%% 60%% 80%% Airlines% Banking% Cars% Com m s%Providers% Face%Care%IT%Hardw are%IT%SoluBons% M ale%Groom ing%SoE%Drinks% TV% Overall% Recommenders* Non,recommenders* 0% Recommenders: +76% Non-Recommenders: +337% Overall: +402% Impact of Social Engagement on Loyalty
  • 15. FINANCIALSTRUCTURAL SOCIALEMOTIONAL Use all 4 Bonds
  • 16. FINANCIAL -MEMBERSHIP REWARDS STRUCTURAL -ANNUAL FEE SOCIAL -MEMBER-GET- MEMBER EMOTIONAL -”MEMBER SINCE” Example American Express
  • 17. How to Navigate this World
  • 18. WHAT YOU HAVE TO EXCEL AT
  • 19. SEARCH SOCIAL MOBILE PERFORMANCE MARKETING E COMMERCE CONTENT DATA & TECHNOLOGY
  • 20. TRIGGER EVENTS RESEARCH SHOP & PURCHASEUSAGE SHARE Understanding the Customer Journey is Key
  • 21. Can You Read Digital Body Language?
  • 22. 110110111101101011101001000100110101100101 001101010010010111010101010101001010010101 000100001011011010110100101010010101001101 010110111001101010011001011010101010001010 101010100101011011110110101110100100010011 010110010100110110111101101011101001000100 110101100101001101101111011010111010010001 001101011001010011011001010011010100100101 110101010101010010100101010001000010110110 101101001010100101010011010101101110011010 100110010110101010100010101010101001010110 111101101011101001000100110101100101001001 010011010100111011011110110101110100100010 011010110010100110101001001011101010101010 100101001010100010000101101101011010010101 001010100110101011011100110101001100101101 010101000101010101010010101101111011010111 010010001001101011001010011011011110110101 110100100010011010110010100110110111101101 011101001000100110101100101001101100101001 101010010010111010101010101001010011011011 110110101110100100010011010110010100110101 001001011101010101010100101001010100010000 101101101011010010101001010100110101011011 100110101001100101101010101000101010101010 010101101111011010111010010001001101011001 010011011011110110101110100100010011010110 010100110110111101101011101001000100110101 100101001101100101001101010010010111010101 010101001010000101110101010101010010100101 010001000010110110101101001010100101010011 010101101110011010100110010110101010100010 101010101001010110111101101011101001000100 110101100101001001010011010100100101110101 010101010010100101010001000010110110101101 001010100101010011010101101110011010100110 010110101010100010101010101001010110111101 101011101001000100110101100101000111011011 110110101110100100010011010110010100110101 001001011101010101010100101001010100010000 101101101011010010101001010100110101011011 100110101001100101101010101000101010101010 010101101111011010111010010001001101011001 010011011011110110101110100100010011010110 Can You Read Digital Body Language? LOCATION SITES CONVERSATIONS SEARCHES
  • 23. 110110111101101011101001000100110101100101 001101010010010111010101010101001010010101 000100001011011010110100101010010101001101 010110111001101010011001011010101010001010 101010100101011011110110101110100100010011 010110010100110110111101101011101001000100 110101100101001101101111011010111010010001 001101011001010011011001010011010100100101 110101010101010010100101010001000010110110 101101001010100101010011010101101110011010 100110010110101010100010101010101001010110 111101101011101001000100110101100101001001 010011010100111011011110110101110100100010 011010110010100110101001001011101010101010 100101001010100010000101101101011010010101 001010100110101011011100110101001100101101 010101000101010101010010101101111011010111 010010001001101011001010011011011110110101 110100100010011010110010100110110111101101 011101001000100110101100101001101100101001 101010010010111010101010101001010011011011 110110101110100100010011010110010100110101 001001011101010101010100101001010100010000 101101101011010010101001010100110101011011 100110101001100101101010101000101010101010 010101101111011010111010010001001101011001 010011011011110110101110100100010011010110 010100110110111101101011101001000100110101 100101001101100101001101010010010111010101 010101001010000101110101010101010010100101 010001000010110110101101001010100101010011 010101101110011010100110010110101010100010 101010101001010110111101101011101001000100 110101100101001001010011010100100101110101 010101010010100101010001000010110110101101 001010100101010011010101101110011010100110 010110101010100010101010101001010110111101 101011101001000100110101100101000111011011 110110101110100100010011010110010100110101 001001011101010101010100101001010100010000 101101101011010010101001010100110101011011 100110101001100101101010101000101010101010 010101101111011010111010010001001101011001 010011011011110110101110100100010011010110 = Purchase Intent
  • 24. Search Insights Post-Play Interaction Content/ Development Tagging and Optimizing Distribution Improved Results Listen & Observe before You Create
  • 25. Invite your Customers to Participate
  • 26. SMARTER CITIES
  • 27. Technology = The New Creative
  • 28. Talent Implications
  • 29. Hire Diverse, Multi-dimensional Talent
  • 30. Your Customers Choose the Channel
  • 31. US Open - Engagement Ecosystem
  • 32. Tell Engaging Stories
  • 33. “You cannot bore people into buying your product...”
  • 34. The World’s Smallest Movie
  • 35. Recap
  • 36. Capture individual and network value - understand each customer’s value - create social bonds through participation
  • 37. Capture individual and network value Start with individual customer journeys - read digital body language - let your customer choose the channel & journey
  • 38. Capture individual and network value Start with individual customer journeys Tell engaging stories - hire diverse, multi-dimensional talent - listen & observe first, then create - technology = the new creative
  • 39. Capture individual and network value Start with individual customer journeys Tell engaging stories
  • 40. Questions? #inTC13
  • 41. Thank You #inTC13