Doing Marketing in a Digital World - Digital Surrey November 2011

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  • 1. 24 NOV 2011 doing marketing in a digital world
  • 2. something big ishappening
  • 3. 1x 25,000x
  • 4. digital societyUnderstand social psychology the marketer’s role what’s next Do it well
  • 5. Understand digital society
  • 6. our journey to connectednessconnectedness the social media explosion 1970 1980 1990 2000 2010
  • 7. Social Media comprises onlineapplications, platforms and mediafocused on collaboration, sharingand interaction between users.
  • 8. “it’s just people having conversations online”
  • 9. presentations search video sharing wikis RSS microblogging photo sharing podcasting bookmarkingblogging professional social networking
  • 10. how big?
  • 11. an average hour online in the UK Hours per month 800 million Social Media 14 mins Average visit time 20mins 12secs Other 20 mins Entertainment 9 mins Travel 1 min Email 2 mins Sport 2 mins Adult Shopping 2 mins Biz News 5 mins 2 mins 3 mins Source: Experian Hitwise, August 2011
  • 12. social networks for every generation use social network sites go online watch online videos 73% 83% 62% 50% 44% 33% 17% 12-17 18-33 34-45 46-55 56-64 65-73 74+ Source: Pew Research Center, Generations 2010
  • 13. A day in the life of a Tweet Photo Posted to Retweeted taken Twitter Enters the blogosphere Posted to Indexed by Facebook Google/Bing Submitted to social bookmarking sites Used in office Forwarded around e-mails the web, foreverInspired by www.ngonlinenews.com
  • 14. Understand social psychology
  • 15. top 10 reasons we use social media meet new people share new experiences stay in touch with friends share knowledge feel like I belong promote myself make contacts for work fun / entertainment earn respect change opinions Source: Universal McCann Wave Study 4 / % of active internet universe
  • 16. top 8 reasons we use FacebookSource: ExactTarget
  • 17. why follow brands? how many brands why do you follow? do you follow them? None 10% To get discounts 66% 1-5 31% 6-10 20% To participate 48% 11-20 18% in contests 21-30 10% They have 47% 31-50 3% interesting Tweets 51+ 8% Customer service 30%Source: Twitter
  • 18. top 10 reasons we “unlike” brandsSource: ExactTarget
  • 19. to bring to grow to define to support valuable and nourish self- ourselves to causes content to our fulfillment others (or brands) others relationshipsSource: New York Times, Customer Insight Group
  • 20. Altruists Careerists Hipsters Boomerangs Connectors SelectivesSource: New York Times, Customer Insight Group
  • 21. Understand the marketer’s role
  • 22. Apps/Push Notifications THE MARKETING (R)EVOLUTION Mobile Email Group Texting Social DM SMS Voice Marketing IM IM IM Mobile Email Email Email Email SMS + MMS IM Events Events Events Events Events Direct Mail Direct Mail Direct Mail Direct Mail Email Telephone Telephone Telephone Telephone Direct Mail Telephone <1990 1990s 1999 2000s 2011 TV TV TV TV TV Radio Radio Radio Radio Radio Print Print Print Print Print Display Display Display Display Display Website Cable TV Website Website Search Online Display Website Search Search Paid Search Search Online Display Online Display Landing Pages Scarcity of Scarcity of Online Display Paid Search Paid Search Microsites Landing Pages Landing Pages Online Video Affiliate Marketing spectrum attention Microsites Microsites Webinars Online Video Online Video Blogs/ RSS Webinars Affiliate Marketing Podcasts Affiliate Marketing Webinars Contextual Blogs Wikis Social Networks RSS Mobile Web Podcasts Behavioral Contextual Social Media & Ads Wikis Virtual Worlds Widgets Social Networks Twitter Mobile Web Mobile Apps GeolocationSource: ExactTarget
  • 23. younger me (1990’s)
  • 24. older me (2000’s)
  • 25. today me (2011)
  • 26. of people trust recommendations from people they knowSource: Nielsen Online “Nielsen Global Online Consumer Survey”, July 2009
  • 27. what do we trust? Trust Trust Don’t trust Don’t trust completely somewhat much at all Recommendations from people I knowCONVERSING Brand web sites Consumer opinions posted online Editorial content like newspaper articles Brand sponsorships Ads on TV Ads in newspapersSHOUTING Ads in magazines Ads on radio Billboards & other outdoor advertising E-mails I signed up for Ads before movies Ads served in search engine results Online video ads Online banner ads Text ads on mobile phonesSource: Nielsen Online “Nielsen Global Online Consumer Survey”, July 2009
  • 28. there’s no such thing as an awareness campaign
  • 29. Paid Owned Earned
  • 30. advertising /ˈædvәˌtaɪzɪŋ/n. the cost of being outsideof the conversation.
  • 31. http://www.bing.com/social
  • 32. Understand what’s next
  • 33. four hot trends
  • 34. geosocial networking / social shopping / navigation tracking / paperless ticketing / freelancing / geogaming / trip planning / ad hoc
  • 35. crowdsourcing / crowdcreation / crowdwisdom / crowdvoting / crowdfunding / crowddecisions / crowddesign / tryvertising / crowd
  • 36. qr codes / microsoft tag / social recommendations / in-store research / automated sharing / virtual closets / shop offline buy online
  • 37. data mining / behavioural targeting / e-privacy directive / social crm / data cleansing / real-time visualisations / identity mapping / t
  • 38. stop shouting start conversing
  • 39. digital societyUnderstand social psychology the marketer’s role what’s next Do it well
  • 40. 12 tips for marketers
  • 41. invest insocial leadership& social players
  • 42. invest intools & expertise
  • 43. develop yourSRO strategy
  • 44. listen, then engage
  • 45. answer thesocial telephone
  • 46. moderate wisely
  • 47. createsocial objects
  • 48. make it betterwhen shared
  • 49. handpick your interfaces
  • 50. beremarkable
  • 51. show some personality Juvenile Companydelinquent robot
  • 52. fail fast,learn faster (again and again…)
  • 53. thank you
  • 54. http://allisterfrost.com @allisterf© 2011 Allister Frost. All rights reserved. The information herein is for informational purposes only and represents the current view of Allister Frostas of the date of this presentation. NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.