ERA Europe 2008 - Home Shopping 2.0 - Jeff Molander

Loading...

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

1 comments

Comments 1 - 1 of 1 previous next Post a comment

  • + angelinaani Angelina ani 2 years ago
    Good presentation. Very interesting one. Good use of images.
Post a comment
Embed Video
Edit your comment Cancel

Notes on slide 1

Co-founded affiliate & search marketing company Performics recently purchased by GOOG. I’m a CONVERT of short-term focused to long term. Now consulting to DRTV firms, marketers, start-ups & financial services & investment community

1 Favorite

ERA Europe 2008 - Home Shopping 2.0 - Jeff Molander - Presentation Transcript

  1. Empowering Customers to Drive Multimedia Retail Profits
    • Jeffrey G. Molander
    • CEO
    • Molander & Associates Inc.
    • [email_address]
  2. My Promise
  3. Take Home
    • Trust your instincts
    • Create authentic, mutually respectful relationships
    • Be fearless, experimental
    • Build trust-centric models
    • Embrace long-term thinking (sustainable business!)
    • Let customers EXPERIENCE CHOICE!
  4. and the biggie…
    • You ALREADY HAVE the Answers
  5. Beaten to the Punch?
    • “ To succeed, we need to stop standing between (consumers) and their content and actually be the content they want to see …
    • With some exceptions, consumers do not want to watch content about your brand. But consumers will watch original programming that supports your brand, if it entertains .”
    Greg Verdino Crayon
  6. Look Familiar?
  7. Look Familiar?
  8. Look Threatening?
  9. Web Video: Who’s Cashing In?
  10.  
  11.  
  12. $
  13. Anyone!
  14. Fundamentals
  15. Goals
    • Demystify & Define: Elements
    • Identify
      • Changes in customer behavior
      • Purchase influence of Web communities
      • How video is increasing Web buying
  16. Buzzwords
    • Social Media & Web 2.0
    • Conversational Marketing
    • Experiential Marketing
    • Consumer Empowerment
    • Word of Mouth & Buzz Marketing
    • Alternate Reality
    • Viral Narrative
    • User Generated Content (UGC)
  17. Elements of the Social Web
    • Websites (text)
      • Blogging
      • Social networks (biz and personal)
      • Bookmarking (del.icio.us Ma.gnolia StumbleUpon)
    • Multi-Media
      • Video (amateur & pro, social networks, etc.)
      • Audio & podcasting
  18. Elements of the Social Web
    • Mobile
      • Opportunity is clear: 2.5 billion mobile phones
      • Less than 2/10ths of a percent of the total advertising spent worldwide
      • Source: Informa Telecoms & Media 2007
    • Collaborative
      • Shopping
      • Working
    • Collaborative Narcissism
      • “ Lifestreaming” & Micro-blogging
      • Multi-dimensional (mobile+Web)
    Elements of the Social Web
  19. Elements of the Social Web R.S.S.
  20. Elements of the Social Web
    • Websites
    • Multi-Media
    • Collaborative
      • Shopping
      • Working
      • Socializing
    • Tech: RSS, Widgets, Java, Ajax
  21. Experiential!
  22. What’s Changing?
  23. The New Reality Dr. David Weinberger Author, Speaker, Academic Marketers: “There is no market for your message.”
  24.  
  25. Social ‘Currency’
  26. Social ‘Currency’
    • An alternate ‘Currency’ for the Web
      • Consumer skepticism
      • Trust & authenticity
      • Word-of-mouth recommendations
    • Influence
    • Challenges
      • How to be trusted?
      • Authenticity requires transparency!
      • What are the tactics?
  27. Trust as Currency Source: Nielsen 2007 26,486 internet users in 47 different countries
  28. Trust
  29. TIME
  30. Prime Time is ANYtime
  31. Viewing via Web Source: Solutions Research Group 2008 “Prime Time is Anytime”
    • 2006 – 2007 2X increase in Web viewing
    • 80,000,000 “putting down remote, picking up mouse”
    • February 2008: Nielsen measuring Web audiences
  32.  
  33. Sling is THE Thing
  34. New York – Philadelphia Train
  35. Consumers’ Time Online Source: Online Publishers Association (Internet activity Index, January 2008)
    • “ Content ” 43 %
    • “ Communications” 28.7 %
    • “ Commerce” 16.1 %
    • “ Community ” 7.5 %
    • “ Search” 5.0 %
  36. Content & Community Sites: Commercial Intent Source: Online Publishers Association (Internet activity Index, January 2008)
    • “ Content” + Community = 51 %
      • Comparing
      • Researching
      • Gathering & sharing opinions
  37. Birds of a Feather… Examples of Content/Community Sites
  38.  
  39. Exclusive Sponsorship
  40. Who’s at the Party?
  41. Evangelists “ Bringing the good news" Influencing…
  42. “ Passionistas”
    • 43% spend 12 hours+ per week visiting sites related to their obsession
    • 50% of consumers will consider buying if it’s associated with their passion
    • 70% are making purchases based on experiences
    Source: MediaVest, Yahoo and Conifer Research 2008 Allows them to feel different or better about themselves
  43. What are they Doing at the Party?
    • CONTROLLING & EXPERIENCING
    • Discovering
    • Meeting
    • Trading (barter, auctions, buying)
    • Borrowing, cheating and stealing
    • Sharing
    • Creating!
  44. (using the Social Web)
  45. SECTION II: How to Empower Customers & Drive Sales (getting invited to the party)
  46. “ You are interrupting their life. All advertising is unwanted. So if you’re going to crash the party bring some Champagne with you.” Bob Thacker OfficeMax Inc.
  47. Goals
    • Where to Party
    • Making Champagne
    • Who to Invite
    • Risk Management
  48. Where?
  49. The Party!
  50. Party Planning Making Champagne
  51. 3 Types of Social Media Participants Bradley Horowitz Yahoo!
  52. Tools of Production are Affordable Accessible
  53. Rise of The ProSumer Anyone with a… Can be a… Publisher Photo Journalist Radio Host Author
  54. Rise of Curators & Filters
  55. The Business Goal of Social Web Companies Make EVERYONE a creator! 100% - creators 100% - synthesizers 100% - consumers Try to make it EASIER for everyone to participate in all roles.
  56. YOUR Goal Make everyone an EVANGELIST On your turf
  57. Party Planning Customer Reviews & Word of Mouth
  58. The Recommendation Age Customer-Generated Reviews & Recommendations
  59. Why? Authentic Trust is Implicit Authoritative *Reputation-based
  60. Recommendations Source: Keller Fay Group 2008
    • Americans have 3.5 billion brand-related conversations per day
    • 80% trust recommendations from friends, family and “trusted” sources over any form of advertising
    • The average American engages in over 10 per day, 8 of which are more influential than any advertisement or paid sponsorship
  61. Do Product Reviews Have Impact? Source: The eTail Group 2008
  62. How Are They Expressing Their Preferences, Likes & Dislikes? Increasingly, VIDEO!
  63.  
  64. UGC Sources “ Fan Mail” Product Reviews Contests Product Designs! Community Sites Enthusiast Commercials
  65. UGC Web-Video-Print Integration
  66. Review Integration
    • Walmart.com/ratings
      • Store receipts
      • Store shelf fact tags
      • Newspaper circulars
  67. The Risks
  68. Threats to Brands
      • Customer Complaints (Damage Control)
        • No barrier to entry
        • No truth / validity filter
        • Exposure = credibility
      • Monitor
        • Watchdog Sites (ripoffreport.com)
        • Web Communities
        • Custom Sites (wakeupwalmart.com)
        • YouTube
  69. WHO You Invite Matters
  70. “ It’s moving slowly now for us, but we’re seeing growth and see it as a huge opportunity for users to build hundreds of thousands of ‘commercials’ for [PETCO products].” John Lazarchic Petco
  71. SECTION III: Designing Experiences
    • Source: "Passionistas: The New Empowered Consumer"
    • Conference September 2007
    Edwind Wong Dir. Customer Insights Yahoo! "It is not (so much) about the consumer's trust in the brand, but rather… about building the brand out of the consumer's innate needs.”
  72. Let’s Get Radical Doc Searls Co-author, The Cluetrain Manifesto Fellow at Harvard’s Berkman Center for Internet & Society “ Advertising is about supply finding and ‘creating’ demand. [There is] nothing wrong with that. At its best, it’s good and necessary stuff. But think about what will happen when demand can find and create supply .”
  73. Content + Community “Crowdsourcing”
  74. $30,000,000 (2007)
  75. Secret Sauce of “Crowdsourcing?”
  76. Emotions!
    • Suppliers (who are customers)
      • Approval of community
      • Financial rewards
    • Community
      • Participatory
      • Cause-minded
      • Cool-minded
  77.  
  78. Crowdsourcing!
  79. Building a Roadmap
  80. The world belongs to those companies that…
    • Identify the right micro-verticals where consumers engage deeply
    • Activate new or existing consumer communities that welcome advertiser participation
    • Make the ‘network effect’ work for you through syndication & aggregation
    • Think the way industrial designers think about ergonomics – for us, it’s form factors of media consumption
    Jeffrey Rayport Founder & Chairman Marketspace LLC
  81. Experience Creation Process
    • Conception
    • Policy
    • Planning
    • Infrastructure
    • Beta-testing/planning
    • Launch
    • Optimization
  82.  
  83. Case Studies Best Practices
  84. Best Practice: Marketers as Publishers
  85.  
  86.  
  87.  
  88.  
  89.  
  90.  
  91.  
  92.  
  93. Empowering Customers to Drive Multimedia Retail Profits
    • Jeffrey G. Molander
    • [email_address]

+ Jeff MolanderJeff Molander, 2 years ago

custom

2257 views, 1 favs, 2 embeds more stats

Jeff Molander's presentation on Empowering Customer more

More info about this document

© All Rights Reserved

Go to text version

  • Total Views 2257
    • 2227 on SlideShare
    • 30 from embeds
  • Comments 1
  • Favorites 1
  • Downloads 32
Most viewed embeds
  • 29 views on http://www.jeffmolander.com
  • 1 views on http://feeds2.feedburner.com

more

All embeds
  • 29 views on http://www.jeffmolander.com
  • 1 views on http://feeds2.feedburner.com

less

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate. If needed, use the feedback form to let us know more details.

Cancel
File a copyright complaint
Having problems? Go to our helpdesk?

Categories