Hugues Rey Lecture GRP MediaSchool Advanced Cycle Digital Communication

1. 3rd March 2010
GRP MediaSchool
Digital MediaPlanning - Advanced
Hugues Rey - MediaBrands

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

4. 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

5. Digital Evolution of Media
• Digital and Networked media
www.gregstuart.com 5

6. 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

7. Here we are ….

8. Future of Press ?

9. 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

10. CONFIDENTIAL
1

11. “Media” experience are increasingly defined less by the
platform and more by the community
http://www.flickr.com/photos/hankins/

13. 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

14. BBC iPlayer Reaches 75 Million Downloads, Video On
Demand Service Still Growing

15. Convergence of devices

16. Digital Billboards – instantaneous added value
Last minute deals
Dynamic Content
Multiple Messages
Including Day part
Digital Billboards

17. Activation : Mobile + Digital Billboards - BBC
Displays Mobile SMS Voting

18. Main Info source ?

19. #1
On which continent do we find the highest number of surfers ?
Europe North America
Hoeilaert Asia

20. 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.

21. 67 % of Belgian Surfers – 6 x more in 10 years ! (PMP)
70
60
50
40
30
20
10
0
1999 2004 2009

22. 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)

23. 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

24. 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 -

25. 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

26. 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

27. 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!”

28. Search explosion – How Big is it ?

29. Google Universal Search
Pictures
Wiki
News
Youtube
Google Universal search will accelerate the
convergence of multi-support media &
communication strategies

30. Mobile: 103 % Penetration …
but 3G: 7% only
103 48%
%
78%
19%
7%
2% 1%
1995 2003 2008 2006 2008 2010 2013

31. 201? : 3G+Smart Phone = Real Internet Mobile !
iPhone Time Usage Breakdown (US Customers)

32. Available Mobile Marketing Format (Globally)

33. 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)

34. Mobile is the new web

36. 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.

37. 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 ?

38. IDTV Affinity in the North
120
115
110
105
100
95
90
85
80
75
70

39. 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

41. 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.

42. A few example …

43. 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

44. Measurement Challenge is Partially Faced !
Digital = Mass Media « Petite
Audimétrie »
Fragmentation Sound
Matching
Smart PeopleMeter
RIA ?
Interactivity
= Unique Actions
LogFiles Like
Solution ?

45. As a conclusion…
Next Steps in Interactivity ?

46. 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

47. Display – the standard are…

48. Display – the standard are…
SOMETIMES NOT
OUTSTANDING
ENOUGH !!!

49. Right KPI‟s Choice …
Foster the Impact !
Accountability
Creativity

50. Advanced Tracking – Re-Targeting – Reporting
http://www.flickr.com/photos/8998965@N05/

51. « I know half my
advertising dollars are
wasted, I’m just not
sure which half»
Leo Burnett
(21/10/1891 – 07/06/1971)

52. 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

53. Anonamized Creatives

54. 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

55. « 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
…..>

56. Tags = Funnel
Subscription Confirmation
Clicks
Landing Demo
Info
Views

57. 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

58. 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

59. 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 €

60. 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

61. 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

62. 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

63. 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

64. 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

65. Exposure to conversion : understanding the different ad
interactivity before generating a lead

66. Introduction to Social Marketing
http://www.flickr.com/photos/kamshots/

67. 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

69. … It‟s mainly about people …

70. 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

71. 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

72. 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

73. Facebook x 1,8 – Twitter x 17 !
(source: Comscore 12/09 – Total 15+ - in UV)

74. … & 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

75. 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

76. Our Role: How to avoid this ?
… or to foster the power of the crowd !

77. 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

78. 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)”

79. Power of Social: Sum of Unique Audience
Portal / Dailies
Reach Homepages
Participative Services – Blog – Social Services
Volume of Content

80. 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

81. Who‟s engaging the Most (Global Brand) ?
Top 15 Brands uses 11 to 8
Social Channels

82. 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

83. Listen to your customers

84. 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

85. Top 10 Global News Source
Activity Wikipedia

86. Global: Demographics & Sentiments
(Last 6 months)
BLOGS
BLOGS NEWS

87. Buzz Global

88. Key Conversations (4th of September)
Blogs

89. 2009 IKEA SANS
2010 VERDANA

91. Listen & Identify
Locate Existing External Communities

92. 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

93. Empower The Conversation !

94. Connect Communities

95. 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

96. Entertain & Connect Communities

97. Integrate Data
• http://www.prototype-experience.com/

98. 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

99. Integrate in your business model

100. Social Media
Takeaways

101. 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

102. Mix On/Off - Synergy

103. 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)

104. 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.

105. 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.

106. 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

107. Channel Convergence – Tag reader

108. Communication in a near past…
“Distribution”
Brand “My life, my card”
2005
Ad Execution
Media
Consumer
“Interruption”

109. What does the consumer really think ?
http://www.brandtags.net

110. New rules for communication
“Experience”
Brand “Members projects”
2008
Brand idea
Explore
Express + Share
Interact
Consumer
“Engagement”

111. New rules for strategic planning

112. Are you talking to me ?

113. As a conclusion
Think Digital Centric !
Social
Marketing
Display
Mobile
Digital Broadcast
Out of Home

114. Thanks for Sharing …
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