The 6 Trends in Digital Communication You Must Be Aware Off

Consumers Engagement Marketing2011 Global Trends in Digital Communication The 6 trends you must be aware off Engaging Consumers with Brands

Introduction: 5 wrong ideas about Internet Communication1) If you advertise on the Internet, will itgenerate buzz? In 99,99% of case no because Buzz is unpredictable! Online Buzz = Great creative idea + highly engaged consumers + media budget to support your marketing campaign. Engaging Consumers with Brands

Introduction: 5 wrong ideas about Internet Communication2) Will customers who like your brand be activeon your official Facebook / Vkontakte brandpage? No, they will not be naturally active. It is your customers that are waiting something from you, not the opposite. Clients who like your brand will be active only if you offer them interesting content, propose them interaction and invite them to have conversations. Engaging Consumers with Brands

Introduction: 5 wrong ideas about Internet Communication3) Is it better not to do anything if you areafraid to fail?  No, your customers are not waiting for you to discuss your brand online. Failure is anyway part of the process that will brings you to defining your successful model. Engaging Consumers with Brands

Introduction: 5 wrong ideas about Internet Communication4) Does a high CTR or a low CPC mean thesuccess of your online campaign? No. CTR, CPC, … are just metrics! Success depends only of your strategic objectives (Push sales, increase loyalty, improve online visibility, collect users data, …). Engaging Consumers with Brands

Introduction: 5 wrong ideas about Internet Communication5) Are you in control of your brand’s onlinereputation? No, you have no possibilities to control what is published online! Online users’ recommendations & critics are visible in search engines, highly credible and long lasting. React to critics with arguments an don’t try to cheat! Engaging Consumers with Brands

“ We have no ideas what the Internet landscape willbe like within 5 years.”Mark Zuckerberg, CEO of Facebook Engaging Consumers with Brands

6 Global Trends in Digital Communication Engaging Consumers with Brands

6 Global Trends in Digital CommunicationTrend #1. Information overload. The more content is published online… 152 million – The number of blogs on the Internet (as tracked by BlogPulse). 25 billion – Number of sent tweets on Twitter in 2010 100 million – New accounts added on Twitter in 2010 175 million – People on Twitter as of September 2010 600 million – People on Facebook at the end of 2010. 250 million – New people on Facebook in 2010. 30 billion – Pieces of content (links, notes, photos, etc.) shared on Facebook per month. 20 million – The number of Facebook apps installed each day. … Engaging Consumers with Brands

6 Global Trends in Digital CommunicationTrend #1. Information overload. The harder it is to get online visibility Global display advertising efficiency: Solutions: Banner Retargeting Social Integrations in Banners Development of CPA models Behavioral Targeting iAds Engaging Consumers with Brands

6 Global Trends in Digital CommunicationTrend #2. Mobile Location Based Services.Your customers can localize your business… You are here! … Engaging Consumers with Brands

6 Global Trends in Digital CommunicationTrend #2. Mobile Location Based Services.Push them to action through direct incentives Engaging Consumers with Brands

6 Global Trends in Digital CommunicationTrend #3. Social E-commerce.E-shopping has become a normal way to buy … Engaging Consumers with Brands

6 Global Trends in Digital CommunicationTrend #3. Social E-commerce.Transform E-commerce in a social experience Levi’s online social commerce experience: Engaging Consumers with Brands

6 Global Trends in Digital CommunicationTrend #4. Senior Internet Users.A large and influential consumer segment 82% Check E-mails Source: Emarketer.com, Feb 2011 50% Pay Bills 44% Check weather forcasts 33% Read news 31% Visit social networks Engaging Consumers with Brands

6 Global Trends in Digital CommunicationTrend #4. Senior Internet Users.Senior E-users is the fastest growing category Engaging Consumers with Brands

6 Global Trends in Digital CommunicationTrend #5. Responsibility of community managers.Community management starts with employees *Source : Deloitte LLP 2009 Ethic Workplace Survey Of employees are personal 85% users of social media.* Of employees think it’s easy for anyone to sabotage a brand‘s 74% reputation using social media.* Of employees are likely to 15% become brand ambassadors. Engaging Consumers with Brands

6 Global Trends in Digital CommunicationTrend #5. Responsibility of community managers.Be extra careful about what they say online Solutions: Marc Jacobs: Nestle: Set Corporate guidelines Set strict guidelines for your CM Set behavioral scenarios Involve top managers if needed Monitor online conversations Engaging Consumers with Brands

6 Global Trends in Digital CommunicationTrend #6. real-time communication. What are you doing right now? Global Social Media landscape evolution, 2009 - 2010 News feed … Engaging Consumers with Brands

6 Global Trends in Digital CommunicationTrend #6. real-time communication.Old Spice campaign: Pro-active communication Good creative and smart positioning: Youtube promoted video: Engaging Consumers with Brands

6 Global Trends in Digital CommunicationTrend #6. real-time communication. 185 videos filmed and published within 2 days - Celebrities involvement. - Numerous parodies. - Offline PR. - Targeting of online influencers. Old Spice campaign figures:  No. 1 all-time most-viewed sponsored channel on YouTube.  More than 200 Millions views for the videos on Youtube. + 80,000 Twitter followers in 2 days.  + 700,000 Facebook fans.  Facebook fan interaction jumped 800% since the launch of the personalized videos. Oldspice.com traffic jumped by 300%. Old Spices sales were up 106%. Engaging Consumers with Brands

Conclusions Engaging Consumers with Brands

01 Conclusions Trends 2011: Take away pointsTrend 1: Internet will always be more about engagement, not reach.Trend 2: Think global – engage consumers’ locally.Trend 3: Transform E-commerce in a social experience.Trend 4: Stop thinking that social networks are for teenagers.Trend 5: Be in control of what your employees are saying online.Trend 6: The future of communication is real-time based. For more information about global social media trends, read Emmanuel Vivier’s article about 2011 social media trends published on culture- buzz.com. Engaging Consumers with Brands

02 Vanksen’s Network Engaging Consumers with Brands

Consumers Engagement Marketing For any question, please contact me: Thierry Cellerin E.: tcellerin@buzzfactory.ru M.: +7 985 44 22 544 W.: www.buzzfactory.ru C.: www.vanksen.com B.: http://buzz-factory.livejournal.com/ Twitter: @buzzfactory_ru Engaging Consumers with Brands

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The 6 Trends in Digital Communication You Must Be Aware Off

by Thierry Cellerin on Apr 14, 2011

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