Delvinia Digital Diseases Presentation Smei

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Adam Froman identified the six common missteps made by digital marketers that Delvinia calls “digital diseases” which can be found lurking online that wary customers avoid contact like the plague; they are as follows: Widget-it is, Obsessive Content Disorder or OCD, Data-pox, Ad-theria, Mono-typosis and Navigation Deficiency Virus (NDS).

Social media is everywhere and companies and consumers alike are constantly looking for effective ways to utilize online communities, blogs, wikis and the latest social media tools to engage audiences. With more than 300 million people engaged in social media, failing to leverage online mediums is often interpreted as taking a step backwards. It is the age of the consumer and social media has been the catalyst, effectively shifting control from management to the customer. Understanding your customer, giving them a voice and most importantly, listening to what they have to say is key to succeeding in the new digital world.

You will learn:
To effectively engage the audience. Digital marketing and social media in particular is a powerful platform that can create lasting customer relationships and generate millions of dollars for marketers, but you must make things interesting and meaningful.
How to listen to your audience(s). If someone that you do business with offers you advice on improving your business/customer relationship – listen. Maintaining an existing relationship is easier than spending time and money searching for a new one.
To be innovative. The biggest mistake a business can make is not experimenting or developing their digital marketing capabilities. If you’re not doing it, someone else will.

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Delvinia Digital Diseases Presentation Smei

  1. 1. SMEI Social Media Roadshow The Six Deadly Digital Diseases Presentation by: Adam Froman President & CEO Delvinia Group of Companies May 25, 2009 © 2009 Delvinia Interactive Corp. All rights reserved.
  2. 2. The Six Deadly Digital Diseases © 2009 Delvinia Interactive Corp. All rights reserved.
  3. 3. © 2009 Delvinia Interactive Corp. All rights reserved.
  4. 4.  How many people here ARE usingTwitter  How many people here DON’T have an FaceBook account  How many people here DON’T have a PDA or Smartphone  How many of you are STILL USING a camera with film
  5. 5. The Digital Customer
  6. 6. Twitter is the Fastest Growing Member Community Destination in Feb 2009 Rank Site Feb 2008 Feb 2009 % Growth 1 Twitter.com 475,000 7,038,000 1,382% 2 Zimbio 809,000 2,752,000 240% 3 Facebook 20,043,000 65,704,000 228% 4 Multiply 821,000 2,394,000 192% 5 Wikia 1,381,000 3,758,000 172% Source: Nielsen Netview, 2009, U.S. Home and Work
  7. 7. Facebook’s Growth has been Global 14 Increase in Unique Audience (millions) 12 10 8 6 4 2 0 2-17 18-34 35-49 50-64 65+ Male 3.7 10.9 12.4 6.0 1.9 Female 3.6 11.9 11.7 7.6 1.3 Source: Nielsen Online, Global Index, December 2007-2008
  8. 8. Social Networking sites Canadians visited in the past month Sample: Nationally representative sample size of 11,600 Source: AskingCanadians, Delvinia Insight Engine, Delvinia Analysis
  9. 9. Social Networking Sites Canadians most visit most Sample: Nationally representative sample size of 9,700 Source: AskingCanadians, Delvinia Insight Engine, Delvinia Analysis
  10. 10. How Canadians Share Information Sharing with 1 to 2 friends Sharing with 10 or more friends Sample: Nationally representative sample size of 11,600 Source: AskingCanadians, Delvinia Insight Engine, Delvinia Analysis
  11. 11. Why do companies need to care?
  12. 12. What Canadian online shoppers were planning on doing for 2008 holidays % of Canadians who Planned % of Canadians who Planned On Researching their Gifts Online in 2008 On Purchasing their Gifts Online in 2008 No 14% No 39% Yes Yes 61% 86% Source: AskingCanadians, Delvinia analysis
  13. 13. What Canadian online shoppers find the most annoying Which pop up ads promoting another do you find the most Full page of the following 43% product and service annoying: that make the site Cluttered web pages 17% difficult to navigate Lack of relevant product information and 15% customer reviews Lack of contact information for questions 9% about products and services Continuous cross promotions 9% Multiple applications on the site that 7% distract from the ability to shop 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Source: AskingCanadians, Delvinia Insight Engine, Delvinia analysis
  14. 14. Purchasing Prefered Purchase Method - Other Retail Items 90% 75% 77% 80% 75% 74% 70% 70% 64% 60% 50% 40% 34% 29% 30% 23% 23% 22% 20% 20% 10% 3% 3% 3% 2% 2% 2% 0% In person Online Over the phone 18 - 30 Males % 45 - 65 Males % 18 - 30 Females % 45 - 65 Females % 18 - 30 Total % 45 - 65 Total % In-person is the channel of choice for both Boomers and NGen, regardless of product category. The online channel is used least when making Financial or Health & Wellness related purchases. Source: AskingCanadians, Delvinia Insight Engine, Delvinia analysis
  15. 15.  Information is spreading faster than ever  Conversations are happening  Hard to hide when making mistakes  Affects reputation and brand image  IT’S NOT GOING AWAY!!!!
  16. 16. Widget-itis This is the compulsion to include the latest and greatest widgets on a website.
  17. 17. Obsessive Content Disorder (OCD) OCD is an irrational fear of removing old content from a website.
  18. 18. Data-pox This digital disease causes a healthy customer immune system to be overwhelmed by intruding tools, data and options that often make the site's core purpose convoluted, difficult and frustrating.
  19. 19. Ad-theria Ad-theria is often caused when marketers feel so strongly about advertising other products and services – either their own or other advertisers – at the expense of the customer’s experience.
  20. 20. Mono-typosis This is apparent when a customer experience prohibits contact, connection or conversation with a brand or company.
  21. 21. Navigation Deficiency Virus (NDS) This disease forms when a company provides so little ability to navigate based on the fact there’s way too much content.
  22. 22. The Prevention
  23. 23. 5 Things to do to prevent digital diseases #1 Understand your Customer #2 Focus on the Experience #3 Give People a Voice #4 Communicate, Communicate, Co mmunicate #5 Test and Learn
  24. 24. Understand Your Customer
  25. 25. GMOOT
  26. 26. Approach Validate Review & Indentify Key & Analyze Segments Customer Data Dig Deeper
  27. 27. Canadian Opera Company
  28. 28. Only 20% of COC customers are currently transacting with the COC via COC.ca. COC.ca 18% Elsewhere 82% n=35,265 Source: COC customer file, Delvinia Insight Engine, Delvinia analysis
  29. 29. Delvinia’s Insight Engine Demographic Purchase Attitudes & Life Stage Digital Information Information Opinions Information Behaviours Delvinia’s INSIGHT Engine Analysis, Segmentation Over 3000 additional data variables of Canadians profiled to the 6-digit postal code.
  30. 30. 42.1% Cable High Speed Internet Connection 35.3% TOTAL COC 30.6% ADSL/ DSL Internet TOTAL CAN Connection 23.3% 56.2% Access Internet daily Saturday and Sunday 45.1% 67.6% Access Internet daily Monday to Friday 52.2% 0% 20% 40% 60% 80% COC customers have faster internet connectivity and are online more frequently than the average Canadian. Source: COC customer file, Delvinia Insight Engine, Delvinia analysis
  31. 31. COC customers are more engaged in specific online behaviours than the average Canadian. 71.1% Search for specific info 58.7% 46.9% Read current news 33.4% 42.4% Research products/services 31.1% 38.4% Use instant messaging 35.0% 32.2% Read online newspapers 20.9% TOTAL COC 25.8% Play online games 24.5% TOTAL CAN 25.6% Download music/MP3 files 22.8% 22.1% Access news site 17.2% 16.6% Respond to online surveys/polls 13.7% 14.6% Listen to radio via streaming audio 11.0% 11.6% Participate in Chat Groups 11.4% 6.8% Watch TV broadcast via streaming video 4.3% 6.3% Download podcast for use on MP3 3.7% 0% 10% 20% 30% 40% 50% 60% 70% 80% Source: COC customer file, Delvinia Insight Engine, Delvinia analysis
  32. 32. Delvinia Digital MOSAIC™ Delvinia Digital MOSAIC is a segmentation of the Canadian population based on people’s OWNERSHIP and USAGE of technologies, in addition to their demographics and life stage.
  33. 33. COC’s Digital Segments Ownership of Technology The majority are tech F savvy and use technology N K G for social purposes; Social Usage of Technology however the largest segment uses technology primarily to save time. Q D LEGEND A Key Customer Secondary Customer Source: COC customer file, Delvinia Insight Engine, Delvinia analysis
  34. 34. Key Customer Segments A: LOADED & OVERLOADED FAMILIES • 20% of COC customers. • Adults 45 – 59 years old. • Married couples with teenagers. • Income is 2-8 times higher than the national average. • Affluent but time-starved. • Own every possible digital device. • Comfortable with technology, but use it primarily to save time and remain flexible between work and home.
  35. 35. Key Customer Segments A: LOADED & OVERLOADED FAMILIES Technology provides flexibility • between home & work Equipment they would miss most: • PDA, laptop, PVR and home security systems Plan to buy or upgrade: GPS, PVR • Engage in the following online • activities: Browse for information • Make purchases - shop online for • books, clothing Research or make travel arrangements • Trade stocks/bonds/mutual funds • Subscribe to magazines • Belong to many loyalty programsc •
  36. 36. Key Customer Segments G: CITY CLICKERS • 19% of COC customers. • Adults 25 – 39 years old. • Mix of singles & young families. • Urban, university educated. • Income 10% above national average with higher disposable income. • Up-and-coming professionals. • Heavy users of technology for both social and work purposes. • They will pay more for items that save them time.
  37. 37. Key Customer Segments G: CITY CLICKERS Show above-average social usage • of digital devices Technology provides flexibility • between home & work Equipment they would miss most: • electronic organizer/PDA, laptop, MP3 Player/iPod They engage in the following online • activities daily: • Social networking e.g. Facebook, LinkedIn • Trade stocks/bonds/mutual funds • View videos (YouTube, news sites) • Shop online for books and music
  38. 38. Focus on the Experience
  39. 39. Key Customer Segments A: LOADED & OVERLOADED FAMILIES “Make it easier to determine how many seats are left for a performance, where they are located, and what they cost.” “I like the email pushes. It saves time to get useful info/reminders, etc. delivered direct to your desktop.”
  40. 40. Key Customer Segments G: CITY CLICKERS “Better navigation, less hoo-ha Java whirly things, more CONTENT!” “I would like to see more stories on performers, costume and set design ... part of the supporting framework for actual performances.”
  41. 41. Giving People a Voice
  42. 42. Communicate Communicate Communicate
  43. 43. The Conversation Prism Source:http://www.briansolis.com/2008/08/introducing-conversation-prism.html
  44. 44. Test and Learn
  45. 45.  DON’T BE afraid to fail!  EMPOWER your people to be innovative  DEMONSTRATE return on investment  DON’T WORRY about technology  MEASURE, Measure, Measure  INVEST in R&D
  46. 46. Delvinia Insights: Boomers versus NGen released: March 25, 2009 www.delvinia.com/insight
  47. 47. Adam Froman President & CEO The Delvinia Group of Companies Tel: 416.364.1455 x222 Email: afroman@delvinia.com Our Website: delvinia.com Our Blog: delvinia.com/diseases Follow me on Twitter: @adamfroman linkedin.com/in/adamfroman

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