Grp 3 3 2008 Final 2

1,232 views

Published on

Hugues Rey Lecture GRP MediaSchool Advanced Cycle Digital Communication

Published in: Business, News & Politics
1 Comment
3 Likes
Statistics
Notes
No Downloads
Views
Total views
1,232
On SlideShare
0
From Embeds
0
Number of Embeds
113
Actions
Shares
0
Downloads
0
Comments
1
Likes
3
Embeds 0
No embeds

No notes for slide

Grp 3 3 2008 Final 2

  1. 1. 3rd March 2010 GRP MediaSchool Digital MediaPlanning - Advanced Hugues Rey - MediaBrands
  2. 2. Agenda • The Basics • 2010 Reality – New Normal – Main Digital Com Tech • Objectives & KPI’s of Digital Communication • Focus • Advanced Tracking / Re-Targeting / Reporting • Social Marketing • Digital in the Mix (cross digital + on/off) – Integration & Complementarity • General conclusions: Think Digital Centric
  3. 3. From e-business to e-advertising E-Business E-business: uses electronic means and platforms to conduct E- business. Commerce E-commerce: facilitates the sale of products E- and services by electronic Marketing means. E-marketing : Includes efforts that inform, communicate, promote, and E- Advertising sell products and services over the digital channels
  4. 4. Digital Evolution of Media • Digital and Networked media www.gregstuart.com 5
  5. 5. 1999 – the Cluetrain Manifesto: Market are conversations ! • We are no seats, eyeballs or end users. We are human being. Our reach exceed your grasp. • 95 Theses The Cluetrain Manifesto: The End of Business as Usual: Rick Levine, Christopher Locke, Doc Searls, David Weinberger; Perseus Books ©2000
  6. 6. Here we are ….
  7. 7. Future of Press ?
  8. 8. Future of TV ? NET TV Services Practical Services • Weather • Travel • Lifestyle • Recipes Linear broadcasting • Classifieds • E-Banking Linear (Video) Radio • E-Shops One seamless quality experience TV-guide Information Selected relevant video • News • Video On Demand • Video News • Previews Fun • Catch Up • Games Personal content • Quiz & Sharing • Web Video • Photo • Music • Video • Profiles 9
  9. 9. CONFIDENTIAL 1
  10. 10. “Media” experience are increasingly defined less by the platform and more by the community http://www.flickr.com/photos/hankins/
  11. 11. RTBF C‟Top C'Top s'adresse aux 8-12 ans et son contenu est à 100 pc généré par les enfants eux-mêmes, a expliqué Laurent Finet, coordinateur Radio-Nouveaux Médias, lors de la présentation de la nouvelle radio. La RTBF a fait le choix d'une webradio pour son nouveau projet parce "qu'il n'y a plus de place sur la bande FM et parce qu'une étude récente montre que les enfants passent en moyenne deux heures par jour sur internet". "C'Top sera non seulement une radio qu'on écoute mais aussi une radio qu'on partage et qu'on commente", Jean-Paul Philippot, administrateur-général de la RTBF
  12. 12. BBC iPlayer Reaches 75 Million Downloads, Video On Demand Service Still Growing
  13. 13. Convergence of devices
  14. 14. Digital Billboards – instantaneous added value Last minute deals Dynamic Content Multiple Messages Including Day part Digital Billboards
  15. 15. Activation : Mobile + Digital Billboards - BBC Displays Mobile SMS Voting
  16. 16. Main Info source ?
  17. 17. #1 On which continent do we find the highest number of surfers ? Europe North America Hoeilaert Asia
  18. 18. http://www.internetworldstats.com/ WORLD INTERNET USAGE AND POPULATION STATISTICS Penetration Population Internet Users Internet Users Growth Users % World Regions (% ( 2009 Est.) Dec. 31, 2000 Latest Data 2000-2009 of Table Population) Africa 991,002,342 4,514,400 67,371,700 6.8 % 1,392.4 % 3.9 % Asia 3,808,070,503 114,304,000 738,257,230 19.4 % 545.9 % 42.6 % Europe 803,850,858 105,096,093 418,029,796 52.0 % 297.8 % 24.1 % Middle East 202,687,005 3,284,800 57,425,046 28.3 % 1,648.2 % 3.3 % North America 340,831,831 108,096,800 252,908,000 74.2 % 134.0 % 14.6 % Latin 586,662,468 18,068,919 179,031,479 30.5 % 890.8 % 10.3 % America/Caribbean Oceania / Australia 34,700,201 7,620,480 20,970,490 60.4 % 175.2 % 1.2 % WORLD TOTAL 6,767,805,208 360,985,492 1,733,993,741 25.6 % 380.3 % 100.0 % NOTES: (1) Internet Usage and World Population Statistics are for September 30, 2009. (2) CLICK on each world region name for detailed regional usage information. (3) Demographic (Population) numbers are based on data from the US Census Bureau . (4) Internet usage information comes from data published by Nielsen Online, by the International Telecommunications Union, byGfK, local Regulators and other reliable sources. (5) For definitions, disclaimer, and navigation help, please refer to the Site Surfing Guide. (6) Information in this site may be cited, giving the due credit to www.internetworldstats.com. Copyright © 2001 - 2009, Miniwatts Marketing Group. All rights reserved worldwide.
  19. 19. 67 % of Belgian Surfers – 6 x more in 10 years ! (PMP) 70 60 50 40 30 20 10 0 1999 2004 2009
  20. 20. 2009 - Belgian Surfer Average Profil • Male (115) • 12 – 54 Years old (179) • Social Classes 1-4 (132) • Nielsen 123(VL) (104) • Life Stage 1-7 … + 11 • Manager – Employee – Student (150) • With Children (130)
  21. 21. Digital in Belgium is Social (source: Comscore 12/09 – Total 15+ - in %) Google Search Windows Live Hotmail FACEBOOK.COM YOUTUBE.COM* Windows Live Messenger MSN Wikimedia Foundation Sites Belgacom Group Microsoft Google Maps Telenet Sites eBay Yahoo! Sites Blogger NETLOG.COM* Bing Apple Inc. Corelio De Persgroep Truvo International SanomaWSOY VRT Sites CBS Interactive BNP Paribas Kapaza WordPress Amazon Sites 0,0 20,0 40,0 60,0 80,0 100,0
  22. 22. A Landscape in mutation (Metriweb 11/2003 – 10/2009) Out: Portals In : Social Network - Web Tv - Dailies 2003 2009 Monthly Monthly Rk Regular users Rk Regular users 2009/2003 M S N Belgium 1 2.370.931 M S N Hotmail 1 5.053.270 /// Skynet 2 1.496.044 M S N Belgium Website 2 3.837.858 162% Telenet Breedband 3 814.599 Skynet Website 3 2.864.716 191% M S N Member Directory 4 984.291 HLN.be - 7sur7.be Website 4 2.325.784 - Belgacom Net 5 515.721 NETLOG 5 2.171.720 - Infobelcom 6 455.388 VRT media 6 1.780.157 /// Tiscali 7 453.820 Het Nieuwsblad 7 1.696.202 Pages d’Or - Gouden Gids 8 622.252 Pagesd'or - Gouden Gids 8 1.622.408 261% De Standaard Online 9 325.289 Zita Website 9 1.421.514 175% Start Be 10 490.034 SKYROCK Website 10 1.396.947 - LookNmeet 11 296.096 Kapaza 11 1.370.916 - Le Soir en ligne 12 260.906 2dehands.be - 2memain.be 12 1.353.640 - Tijd Net 13 197.193 De Standaard Online 13 1.083.329 333% Vdab 14 274.345 Immoweb 14 888.843 414% TV1 15 254.050 Vlan Website 15 856.124 /// VTM 16 337.338 Dailymotion 16 849.645 - Références.Vacature.com 17 340.766 LeSoir.be Website 17 740.178 284% Sport.be 18 198.653 De Tijd Website 18 737.045 374% Scarlet 19 176.801 RTL INFO 19 720.573 /// Gazet van Antwerpen 20 177.636 CommentCaMarche 20 717.296 Rendez-Vous (fr) 21 124.717 Gazet van Antwerpen 21 667.116 376% Immoweb 22 214.606 GARAGE TV 22 617.296 - Ad Valvas 23 218.252 SeniorenNet 23 610.346 Place.to.be 24 148.178 koopjesnet.be 24 608.074 DH Net 25 133.094 Zoom in TV 25 607.836 -
  23. 23. E-mail is still the killing app (CIM MPP – 2009) e-mail maps/routes info personal interest news TV programs/meteo Frequence touristic information info purchase products info studies/work cultural information read newspapers on line consult Yellow pages info new technologies sports information watch videos on line economical info on line radio free download music instant messenger chat arrange administrative things reservation cultural activities purchase holidays consult immo website free download software on line TV job opportunities corporate website purchase train/plane tickets job opportunities specialised website put pictures online free download films/videos leave opinion on blog forums free download games personal blog sell personal stuff 0 10 20 30 40 50 60 Once a day or more Many times a week Once a week Once a month or more Less than once a month
  24. 24. 2009 vs 2003 PC-BANKING 15 28 2008 FILES-PROGRAMS 18 25 2003 READING NEWSPAPER 13 24 MUSIC 13 19 GAMES 10 14 CHAT/BLOGS 12 12 E-SHOPPING 4 12 WATCH TELEVISION 3 10 JOB VIA JOBSITE 69 SOCIAL NETWORKING… 8 DATA SUBSCIBER (BY… 5 TO INVEST 23 Source : Cyberscan 26
  25. 25. Search explosion – How Big is it ? (http://googleblog.blogspot.com/2008/07/we-knew-web-was-big.html) GOOGLE OFFICIAL BLOG “We've known it for a long time: the web is big. The first Google index in 1998 already had 26 million pages, and by 2000 the Google index reached the one billion mark. Recently, even our search engineers stopped in awe about just how big the web is these days -- when our systems that process links on the web to find new content hit a milestone: 1 trillion (as in 1,000,000,000,000) unique URLs on the web at once!”
  26. 26. Search explosion – How Big is it ?
  27. 27. Google Universal Search Pictures Wiki News Youtube Google Universal search will accelerate the convergence of multi-support media & communication strategies
  28. 28. Mobile: 103 % Penetration … but 3G: 7% only 103 48% % 78% 19% 7% 2% 1% 1995 2003 2008 2006 2008 2010 2013
  29. 29. 201? : 3G+Smart Phone = Real Internet Mobile ! iPhone Time Usage Breakdown (US Customers)
  30. 30. Available Mobile Marketing Format (Globally)
  31. 31. Top Mobile Sites vs. Top Internet Sites, December 2008 UK Mobile Phone Users (sample of UK Operators) and UK Internet Users* Top 10 Mobile Sites Top 10 PC Internet Sites 1 Mobile Operator Sites Google Sites 2 Google Sites Microsoft Sites 3 Facebook.com Yahoo! Sites 4 Yahoo! Sites Facebook.com 5 BBC Sites EBay 6 Apple Inc. Sites BBC Sites 7 Microsoft Sites AOL (inc. Bebo) 8 Sony Online (inc. Sony Ericsson) Amazon Sites 9 Nokia Ask Network 10 AOL (inc. Bebo) Wikimedia Foundation Sites Source: GSMA Mobile Media Metrics; comScore Media Metrix (PC data)
  32. 32. Mobile is the new web
  33. 33. IDTV - Interactive <> Digital • Interactive television represents a continuum from: • - low interactivity (TV on/off, volume, changing channels) • - to moderate interactivity (simple movies on demand without player controls) • - and high interactivity in which, for example, an audience member affects the program being watched. • Digital television (DTV) - is the sending and receiving of moving images and sound by discrete (digital) signals, in contrast to the analog signals used by analog TV.
  34. 34. 48% of the Belgian 15-64 years old Telenet market share: 57 % (Source: Digiscan 2009) 57 48 51 31 7 1 1 0 2 3 Q 17 Heeft u een abonnement op digitale televisie? Q18 Welke is uw operator ?
  35. 35. IDTV Affinity in the North 120 115 110 105 100 95 90 85 80 75 70
  36. 36. Interactivity – Ever done, Interested, Non Interested (Source: Digiscan) Electronic Program Guide 87 5 7 TV / Films via Personal Video Recorder… 69 16 14 Shift TV-Review (free) 61 26 13 Search for extra info 54 21 25 Video on demand ($) 46 25 28 Shift TV-Review ($) 31 21 48 Surf optimized TV website 28 26 46 Participate to Contest / Voting (Red… 22 25 53 Preview TV Programs ($) 15 17 67 Yes Not Yet No Interested
  37. 37. Useful Details Interview JC de Keyser - 13/03/2008 – Le Soir • Digital TV is not automatically equal to Interactivity • "VOO et Be TV, par exemple, ne proposent aucune interactivité. La véritable interactivité, , n'existe que chez Belgacom TV et Telenet, lesquels rassemblent actuellement 696 000 foyers". • VoD is the first interactive TV « killer app » • en 2007, "35 à 36 pc" des abonnés ont consommé (et donc payé !) une moyenne de "3 à 4" programmes à la demande par mois, alors qu'on en était qu'"entre 20 à 25 pc" de consommation épisodique en 2006.
  38. 38. A few example …
  39. 39. Red Button: 18 % of Trial (Base: IDTVer ‟s) Looking for e-mail / Adress 20 Extra Info Request after seeing Spots (Red Button) 18 Looking for dealers / shops 14 Looking for other products after seeing Spots 14 Request for brochure 11 Subsribe to a newsletter 10 Request for Sampling / Coupons 6
  40. 40. Measurement Challenge is Partially Faced ! Digital = Mass Media « Petite Audimétrie » Fragmentation Sound Matching Smart PeopleMeter RIA ? Interactivity = Unique Actions LogFiles Like Solution ?
  41. 41. As a conclusion… Next Steps in Interactivity ?
  42. 42. Multiple Technics to Amplify the Channels Impact Display … Search Short CPA Code Blue Social tooth Content Widgets Gaming Affiliate UGC I. M. RSS Co Viral Regist. Seed
  43. 43. Display – the standard are…
  44. 44. Display – the standard are… SOMETIMES NOT OUTSTANDING ENOUGH !!!
  45. 45. Right KPI‟s Choice … Foster the Impact ! Accountability Creativity
  46. 46. Advanced Tracking – Re-Targeting – Reporting http://www.flickr.com/photos/8998965@N05/
  47. 47. « I know half my advertising dollars are wasted, I’m just not sure which half» Leo Burnett (21/10/1891 – 07/06/1971)
  48. 48. E-metrics – linked to objectives Conversion Rate Leads / Action Visits Bounce Rate (Unique) Visitors Clicks Capping Page Views Impressions Click Through Ratio Dwell Rate Impact
  49. 49. Anonamized Creatives
  50. 50. Results : perception items ++/+ Dexia vs ++/+ average 16 campaigns N=837 Positive image -8,2% Credible -5,3% Clear -2,4% Original 4,4% Informative 0,3% Purchase intention -11,4% Base : effective score
  51. 51. « Adserving » as the first part of the Advertising Analytics <a href …..> <img src…> Centralized serving, <a href …..> reporting, <img src…> creative optimization <a href …..> <img <a href …..>
  52. 52. Tags = Funnel Subscription Confirmation Clicks Landing Demo Info Views
  53. 53. Single Reporting Tool Report Fields Report Metrics 3 Suisses global VENTE : vente Impressions Clicks Post-click Post-impression Site Name Placement Delivered Recorded Click Rate Activities Activities Baby Baby-CPC-S25-Email-FR-CLICK-S25-PriceList2 0 435 0,00 78 0 Baby Baby-CPC-S25-Integration-FR-CLICK-S25-PriceList2 0 2 0,00 0 0 Baby Baby-CPC-S25enfant-Email-FR-CLICK-S25-PriceList2 0 4019 0,00 1548 0 Baby Baby-CPC-S25enfant-Email-NL-CLICK-S25-PriceList2 0 3764 0,00 848 0 Google-CPC-S16content-728x90-FR-CLICK-S16-Actu Google Ete 0 2 0,00 0 0 Google-CPC-S16content-728x90-NL-CLICK-S16-Actu Google Ete 0 2 0,00 0 0 Google-CPC-S19content-728x90-FR-CLICK-S19- Google PriceList1 0 2 0,00 0 0 Google-CPC-S22content-728x90-FR-CLICK-S22- Google Multicheques 0 2064 0,00 16 0 Google-CPC-S22content-728x90-NL-CLICK-S22- Google Multicheques 0 1341 0,00 3 0 Google-CPC-S25content-728x90-FR-CLICK-S25- Google PriceList2 0 1806 0,00 47 0 Google-CPC-S25content-728x90-NL-CLICK-S25- Google PriceList2 0 1387 0,00 51 0 Hi-Media RON Himedia-CPC-S19RON-120x600-FR-SERVED 65 0 0,00 0 0 Hi-Media RON Himedia-CPC-S19RON-120x600-NL-SERVED 19 0 0,00 0 0 Hi-Media RON Himedia-CPC-S19RON-300x250-FR-SERVED 42 0 0,00 0 0 Hi-Media RON Himedia-CPC-S19RON-300x250-NL-SERVED 18 0 0,00 0 0 Hi-Media RON Himedia-CPC-S19RON-728x90-FR-SERVED 177 0 0,00 0 0 Hi-Media RON Himedia-CPC-S19RON-728x90-NL-SERVED 17 0 0,00 0 0 MSN-CPA-S22MMNCPA-160x600-FR-CLICK-S22- MSN_be Multicheques 0 14753 0,00 1005 0 MSN-CPA-S22MMNCPA-160x600-NL-CLICK-S22- MSN_be Multicheques 0 6439 0,00 270 0 MSN-CPA-S22MMNCPA-180x150-FR-CLICK-S22- MSN_be Multicheques 0 6 0,00 0 0 MSN-CPA-S22MMNCPA-234x60-FR-CLICK-S22- MSN_be Multicheques 0 312 0,00 9 0
  54. 54. 0,5% CR x CTR – Format x Réseaux Oridian - 300x250 MSN Floating - 160x600 0,4% Zanox - 180x150 Zanox - 234x60 Big CR1 0,3% Oridian - 234x60 CTR Page dor - 728x90 Zanox - 160x600 CTR Big Zita - 728x90 0,2% Skynet - Text MSN - 728x90 300x250 Essentielle - MSN_be - Essentielle - 728x90 728x90 Zita - 160x600 Skynet - 300x250 Concentra - 300x250 Oridian - 160x600 MSN Floating - 300x250 MSN Floating - Messenger - 234x60 Zita - 300x250 728x90 Zanox - 120x600 TD - 120x600 Lots of clicks MSN Floating -HLN - 840x150Zanox - 120x60 - 300x250 234x60 VRT 7sur7 - 840x150 0,1% TD - 120x60 MSN Live Messenger - 234x60 Oridian - 180x150 MSN - 300x250 Oridian - 468x60 - 728x90 Oridian Zanox - 300x250 Skynet - 728x90 TD - 234x60 HLN - 468x400 Zanox - 728x90 Oridian - 250x250 Oridian - 120x600 Skynet - 120x600 HLN - 160x600 0,0% MSN_be - 300x250 0,0% 0,5% 1,0% 1,5% 2,0% 2,5% 3,0% 3,5% 4,0% 4,5% 5,0% CR1 Large formats
  55. 55. Conversion Funnel Impressions 1.124.340.000 CTR: 0,22 % CPC : 1,37 € Clicks 2.499.818 Conv Rate : 0,8 % CPA : 73 € Contrats 20.000 Budget: 1.455.400 €
  56. 56. E-metrics: a few benchmarks Imp. Clicks CTR Conv. Rate Type de conversion Train 14.438.895 24.480 0,17% 3,20% Vente Billets VPC 18.354.724 61.882 0,34% 43,10% Concours ! (3000) Crédit en Ligne 2.834.966.667 3.401.960 0,12% 1,17% Demande d'ouverture de crédit Assurance Voyage 38.666.167 83.000 0,21% 2,64% Achat assurance Voyage Demande de RDV/ Affiliation / Mutuelle 125.321.728 121.993 0,10% 0,13% Affiliation Expresse
  57. 57. Creative re-messaging - Re-touch identified visitors Campaigns reacting on recent behaviour of surfers to serve them dedicated ads Qualified audience Implementation Definition Identification of Tag on the website of appropriate of the surfer and/or the creative recency on the network The surfer is qualified of visit via cookie by sites and pages visited on the network
  58. 58. Re-Messaging: How does it work ? Site A Site B User: Same user: 1st new session Site C session DFA tag drops cookie onto user ….site x •User visits site •Cookie ID appears on Publisher •Site has 1x1 pixel Network •Action tag cookies user •Segment criteria identified •User served relevant ad
  59. 59. Tracking with a TPA tool (Adserver) Online Campaign Adserver TPA (DFA named for ex.) Impressions Click Site actions Lead Member ? TPA Costs increase ! E-Business ! Branding, Traffic
  60. 60. The last ad vs Reality The “Last Ad” Standard The Reality – Last Ad Clicked Campaigns reach consumers multiple times, across – Last Ad Viewed multiple channels, over extended periods of time Banner Rich Media & Banner Banner Search Yahoo Sponsorship MSN CNet Sky Sports Google $ $ $ $ $ $ 64
  61. 61. Exposure to conversion : understanding the different ad interactivity before generating a lead
  62. 62. Introduction to Social Marketing http://www.flickr.com/photos/kamshots/
  63. 63. Executive Summary 1. Social Media Reality • Consummer : CCC Process • 35% of the time spent (Top 2000) • Active/Passive Ratio: 50% ! 2. Social Media is about Engagement • Rules of Engagement • Content & Examples 3. Conclusions & Action points
  64. 64. … It‟s mainly about people …
  65. 65. What is social media ? Consumer point of view: CCC All media which is designed to be disseminated through social interaction, using advanced and highly accessible publishing techniques. Transforming people from content users to content producers. • Read / Listen • « Friends » / Watch • Text • Multi- • Produce / • Tags / COM Share Reviews CONTACTS plateform MUNICATE CONTENT • « Open » • Chat / Talk • Pictures Network • Play • Audio / Video • List
  66. 66. Social = Time Spent ! (source: Comscore 12/09 – Total 15+ - Total Minutes MM ) Kapaza BNP Paribas CBS Interactive VRT Sites SanomaWSOY Truvo International De Persgroep Corelio Apple Inc. Bing NETLOG.COM* Blogger Yahoo! Sites eBay Telenet Sites Google Maps Microsoft Belgacom Group Wikimedia Foundation Sites MSN Windows Live Messenger YOUTUBE.COM* FACEBOOK.COM Windows Live Hotmail Google Search 0 200 400 600 800 1.000 1.200 1.400
  67. 67. Social Media is Multi-Channel (source: Comscore 12/09 – Total 15+ - in %)) LIVE.COM* FACEBOOK.COM YOUTUBE.COM* Windows Live Messenger Blogger NETLOG.COM* WordPress Skyrock SKYNETBLOGS.BE DAILYMOTION.COM Instant Message Picasa Network FLICKR.COM Social Networks BLOGGEN.BE Six Apart Sites Technorati Media Photo / Video Sharing Hyves TWITTER.COM* Blogs LINKEDIN.COM CENTERBLOG.NET CANALBLOG.COM* Metacafe PAPERBLOG.FR BLOG.NL HI5.COM Habbo Ltd. DEEZER.COM NING.COM Yahoo! Messenger DELICIOUS.COM Orkut 0,0 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0
  68. 68. Facebook x 1,8 – Twitter x 17 ! (source: Comscore 12/09 – Total 15+ - in UV)
  69. 69. … & Social Media has arrived! 74% of Read – 42% Comment – 9% Micro Blog “Q4 Which of the following have you done on a computer?” Blogging / forums Message board Source: Wave 4, All frequent internet users
  70. 70. 80% Listen to Music – arrived! … & Social Media has 50% Share Video Clips “Q4 Which of the following have you done on a computer?” Music Video / Photo Source: Wave 4, All frequent internet users
  71. 71. Our Role: How to avoid this ? … or to foster the power of the crowd !
  72. 72. To the “in depth” Engagement “Market are conversations !” Capturing customer, Brand Socio-system employees, official Foster Value Customer brand champions Through … Employees … CEO ? interaction creates Champions tremendous value and Product reduces risk. Brand Promotion 4Ps 77
  73. 73. Social Network + Friends Recommendation is crucial for the consumer … % 17-54 Frequent Internet Users “Q30 What is the importance, according to you, of the following different types of online advertising?“ (Average on a scale 1-10)”
  74. 74. Power of Social: Sum of Unique Audience Portal / Dailies Reach Homepages Participative Services – Blog – Social Services Volume of Content
  75. 75. 42 % of the Social Networkers are Member of (at least) a brand fan page – Why ? Extra info about Brand / Product Recommendation from a friend To Be part of the group (Belonging) To receive promo Purchase Intention I don't know To communicate with the Brand ,0 5,0 10,0 15,0 20,0 25,0 30,0 35,0 40,0
  76. 76. Who‟s engaging the Most (Global Brand) ? Top 15 Brands uses 11 to 8 Social Channels
  77. 77. Rules of Engagement We measure social media activity against a set of conventions called the Rules of Engagement, which gave us a guide as to how well social media is currently working for brands, whether they are nurturing and having input into these communities, and whether they have managed to reap any rewards or benefits from the time and effort that they put into maintaining these communities. MARKET TARGET / COM Integrate in INSIDE your Engage Business Enrich Unite Model Listen Empower Identify Integrate 82
  78. 78. Listen to your customers
  79. 79. Listening to Conversation Prophesee MAP by Sysomos + Other Sources Twitter Demographics Blogs Popularity Video Sentiment Social Network Message Key Boards Conversations Traditionnal News Web Top Sources Wiki General Trends Web
  80. 80. Top 10 Global News Source Activity Wikipedia
  81. 81. Global: Demographics & Sentiments (Last 6 months) BLOGS BLOGS NEWS
  82. 82. Buzz Global
  83. 83. Key Conversations (4th of September) Blogs
  84. 84. 2009 IKEA SANS 2010 VERDANA
  85. 85. Listen & Identify Locate Existing External Communities
  86. 86. Listen & Empower Starbucks Idea: Ideas in Action Blog • Starbucks decided to start up a blog which would act as a hub for both Starbucks and their consumers to communicate with each other • Starbucks is a brand that is surrounded by controversy, but also very loyal fans; opposite ends of the spectrum • They knew that it was important to listen to both sides in order to gauge what their consumers’ needs were so that they could make changes, if possible, to improve the brand • All suggestions put up on the blog have been considered by Starbucks, and some implemented. Starbucks have highlighted which ideas or suggestions they are taking into consideration and what they are doing about it Why Did this Campaign Work Well? • Starbucks provided their consumers with a platform to engage directly with the brand and then showcased that they were actively working towards improving the brand using their consumers’ suggestions • Consumers are made to feel like their opinions matter 92
  87. 87. Empower The Conversation !
  88. 88. Connect Communities
  89. 89. Do not Ignore ! Home Depot: • Katherine drove to her nearest Home Depot to buy a freezer she saw and liked online • However, at the checkout, she discovered that the cost was $3 more than the online price; they refused to let her pay the cheaper price • She went and blogged about how “Home Depot Sucks” and described her bad experience with the company, and hyperlinked her story to other various sites • Home Depot picked up on this, contacted her via Twitter the next day and apologised, offering her a $50 voucher she could use in-store Why did this campaign work well? • Having noticed this complaint that was not even directed towards them, and actioned an appropriate response the very next day, Home Depot proved that they take negative comments very seriously and aim to provide as good a service as possible for their customers • A public apology (and compensation) never goes unnoticed 95
  90. 90. Entertain & Connect Communities
  91. 91. Integrate Data • http://www.prototype-experience.com/
  92. 92. Integrate Communities Estee Lauder‟s In-store Makeover for Facebook Profile Picture • Estee Lauder wanted to appeal to a younger audience outside of their previous 35-55 demographic • They offered free makeovers for women so that they could be used as their social network profile pictures in stores such as Bloomingdales, Saks and Macy’s in New York • The makeovers were given using Estee Lauder make-up, and pictures were taken by a professional photographer • The pictures were retouched digitally if the consumer wanted, and they were not obligated to buy any products • Each photo was branded with Estee Lauder’s logo which gave them great visibility over social networking sites Why Did This Campaign Work Well? • Many people wonder what picture to put up as their profile picture on social networks • Estee Lauder knew that younger women used social networks to communicate and so intercepted them at point of sale and provided them with a free offline service that all women love • They then directed them online and gave them a free asset that they could use to enhance their social network experience, hence really integrating offline and online aspects effectively 98
  93. 93. Integrate in your business model
  94. 94. Social Media Takeaways
  95. 95. In a nutshell 1. Social media 2. Social media is not 3. Social media cannot be used to a short-term project cannot be used as a replace other media „quick-fix‟ solution campaigns 4. Social media 5. Social media must 6. Content and cannot guarantee have its own budget dialogue are key, and sales or influence and allocated man- must be initiated by consumers hours the brand (or her agency ;-) ). 7. It takes time for social media results to show through to sales 101
  96. 96. Mix On/Off - Synergy
  97. 97. Digital advertising hits a sweet spot advertising objectives of various media Awareness RADIO Engagement (create (create Brand involvment awareness) OUTDOOR line by line MAGAZINES DAILIES OUTDOOR DIGITAL supersite OUTDOOR street FREE CINEMA furniture SHEETS TELEVISION DM Brand Image Sales (maintain brand, credibility) (cycle of trial, purchase and repeat)
  98. 98. 104 Offline activities drives online search 67% of online search users are driven to search by an offline channel 57% of people have performed an online search after watching a TV ad Likelihood of buying increases by more than 50% when TV and online are used together Source: iProspect, “Offline Channel Influence on Online Search Behavior,” 2007. RAB Word of Mouse Study 2007.
  99. 99. The Coca-Cola “Christmas Truck” Search query: “Christmas Truck” Every year Coca-Cola runs the “Christmas Truck” commercial. After airing the ad, the search volume on the term “Christmas Truck” suddenly increases for a period of several weeks. People could search for e.g. dates and destinations where the truck would stop or where to buy a miniature version of the car.
  100. 100. Adding search increases the efficiency of TV, Print & Radio Without Search With Search Efficiency (Effectiveness/Budget) +10% +9% +3% •Adding search to other media increases all media efficiency in impacting brand values •TV+ Search is 3% more efficient than TV alone •Radio + Search is 10% more efficient than Radio alone •Print + Search is 9% more efficient that Print alone 106
  101. 101. Channel Convergence – Tag reader
  102. 102. Communication in a near past… “Distribution” Brand “My life, my card” 2005 Ad Execution Media Consumer “Interruption”
  103. 103. What does the consumer really think ? http://www.brandtags.net
  104. 104. New rules for communication “Experience” Brand “Members projects” 2008 Brand idea Explore Express + Share Interact Consumer “Engagement”
  105. 105. New rules for strategic planning
  106. 106. Are you talking to me ?
  107. 107. As a conclusion Think Digital Centric ! Social Marketing Display Mobile Digital Broadcast Out of Home
  108. 108. Thanks for Sharing … + 32 / 496 26 06 88 Messenger: hugues@live Mail: hugues.rey@mediabrands.be Blog: www.rey.be Twitter: huguesrey Skype: Yugsxiii Second Life: Yugs Bournemouth Linkedin: http://www.linkedin.com/in/huguesrey

×