A View From The Field 12 2 08 Slideshare

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A View From The Field 12 2 08 Slideshare

  1. 1.
  2. 2. TOPICS <ul><li>The global economy and how it is impacting digital and social media </li></ul><ul><li>The primary reasons social media continues to be appealing to brands </li></ul><ul><li>Things brands really don’t like about social media </li></ul><ul><li>Top digital and social media opportunities we are seeing </li></ul><ul><li>Threats to social media </li></ul><ul><li>Q&A </li></ul>
  3. 3. THE GLOBAL ECONOMY IS IN TROUBLE <ul><li>OMX 30 vs. Dow Jones </li></ul>
  4. 4. THE BURNING QUESTION <ul><ul><ul><li>63% of global CMOs surveyed forecast an increase in their spending on digital while 59% report a decrease in traditional marketing spend. (source: CMO Study by Epsilon) </li></ul></ul></ul>How do we optimize our shrinking budgets to continue to meet our brand and sales objectives?
  5. 5. THE APPEAL OF SOCIAL MEDIA <ul><li>Customers and prospects have embraced social media so brands must follow </li></ul><ul><li>The ability to target more narrow audience segments </li></ul><ul><li>More measurable (in “real-time”) than traditional media </li></ul><ul><li>Lower barrier to entry (investment wise) </li></ul><ul><li>Digital/social media can bring your brand into contact with customers and influencers more quickly </li></ul>
  6. 6. FACEBOOK: THE 11 TH LARGEST COUNTRY
  7. 7. B2B, TOO – CIOS DIG DIGITAL <ul><li>Technology Print </li></ul><ul><li>Technical info.com </li></ul><ul><li>Vendor.com </li></ul><ul><li>Trade Shows </li></ul><ul><li>Technology Analysts </li></ul><ul><li>Technical Print.com </li></ul><ul><li>Industry Conferences </li></ul><ul><li>IT Forums.com </li></ul><ul><li>IT Blogs.com </li></ul><ul><li>VAR/Retailers </li></ul><ul><li>Search.com </li></ul><ul><li>source: Strategic Oxygen </li></ul>
  8. 8. THE APPEAL OF SOCIAL MEDIA <ul><li>Customers and prospects have embraced social media so brands must follow </li></ul><ul><li>The ability to target more narrow audience segments </li></ul><ul><li>More measurable (in “real-time”) than traditional media </li></ul><ul><li>Lower barrier to entry (investment wise) </li></ul><ul><li>Digital/social media can bring your brand into contact with customers and influencers more quickly </li></ul>
  9. 9. MOMS ONLINE 58% would chuck their TVs if they had to get rid of one digital device; only 11% would ditch their laptops Source: Mindshare
  10. 10. THE APPEAL OF SOCIAL MEDIA <ul><li>Customers and prospects have embraced social media so brands must follow </li></ul><ul><li>The ability to target more narrow audience segments </li></ul><ul><li>More measurable (in “real-time”) than traditional media </li></ul><ul><li>Lower barrier to entry (investment wise) </li></ul><ul><li>Digital/social media can bring your brand into contact with customers and influencers more quickly </li></ul>
  11. 11. A LOVE/HATE RELATIONSHIP <ul><li>CMOs tend to like control </li></ul><ul><li>It’s people power intensive </li></ul><ul><li>Social media does not scale… consistently </li></ul><ul><ul><li>Measurement is still a challenge </li></ul></ul>
  12. 12. THE GLOBAL OPPORTUNITY <ul><ul><li>Make your brand relevant in conversations that occur everyday…. in every market… in every language… around the world. </li></ul></ul>
  13. 13. THE CHALLENGE OF HAPPY CUSTOMERS
  14. 14. WORLD-CLASS DIGITAL MEDIA
  15. 15. THE OPPORTUNITIES THAT RESONATE <ul><ul><li>Digital influencer relations </li></ul></ul><ul><ul><li>Enterprise Blogging </li></ul></ul><ul><ul><li>Cultivating communities </li></ul></ul><ul><ul><li>Internal social networks </li></ul></ul><ul><ul><li>Building Optimized Digital Ecosystems </li></ul></ul>
  16. 16. PLAYTEX @ BLOGHER
  17. 17. MERCK: HEALTHY MENU MAKEOVER
  18. 18. HP: 31 DAYS OF THE DRAGON
  19. 19. THE OPPORTUNITIES THAT RESONATE <ul><ul><li>Digital influencer relations </li></ul></ul><ul><ul><li>Corporate Blogging </li></ul></ul><ul><ul><li>Cultivating communities </li></ul></ul><ul><ul><li>Internal social networks </li></ul></ul><ul><ul><li>Building Optimized Digital Ecosystems </li></ul></ul>
  20. 20. THE OPPORTUNITY: RECONNECT WITH YOUR CUSTOMERS AND PROSPECTS <ul><ul><li>Fostering “communities” of customers. </li></ul></ul>
  21. 21. THE OPPORTUNITIES THAT RESONATE <ul><ul><li>Digital influencer relations </li></ul></ul><ul><ul><li>Corporate Blogging </li></ul></ul><ul><ul><li>Cultivating communities </li></ul></ul><ul><ul><li>Internal social networks </li></ul></ul><ul><ul><li>Building Optimized Digital Ecosystems </li></ul></ul>
  22. 22. BUILDING OPTIMIZED DIGITAL ECOSYSTEMS Brand search.com Technical info Technology print IT Forums & Blogs Vendor & Competitors
  23. 23. THE THREATS TO BRANDS’ SOCIAL MEDIA EFFORTS <ul><li>No strategy </li></ul><ul><li>Loss of control </li></ul><ul><li>Early failures </li></ul><ul><li>Beware of the “Antibodies” </li></ul>
  24. 24. SO WHAT’S MY PROGNOSIS? <ul><li>Smart companies will rebalance resources now to accelerate the use of digital and social media. </li></ul><ul><li>A strategic approach is vital to success (don’t be lulled by the latest “shiny object”). </li></ul><ul><li>Just do one thing to start: focus On Digital Influencers. </li></ul><ul><li>Think about “Optimized Digital Ecosystems” (versus disconnected efforts). </li></ul><ul><li>This is how we will communicate in the future – so start converting the “antibodies” now. </li></ul>
  25. 25.
  26. 26. DELL: DIGITAL BYSTANDER TO LEADER 8/05 Jeff Jarvis “Dell Hell” escalates on-line; Dell issues “look don’t touch” policy 1/06 Dell retains Cohn & Wolfe Digital to develop social media strategy. 3/06 Dell launches 24/7 monitoring & response 5/06 Dell invites digital influencers to Round Rock 6/06 Dell launches Direct2Dell 8/06 Dell launches internal blog 9/06 Dell rolls out Spanish, Chinese Direct2Dell 1/07 Dell launches StudioDell MSD meets bloggers @ CES 2/07 Dell launches IdeaStorm 3/07 BusinessWeek: “Dell Learns to Listen” by Jeff Jarvis 1/08 Dell Launches Regeneration.org 40% swing in positive tonality online

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