Brighton Digital Media Festival - September 13, 2012
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Brighton Digital Media Festival - September 13, 2012

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In September we attended the The Brighton Digital Marketing Festival and gave this presentation on creative engagement.

In September we attended the The Brighton Digital Marketing Festival and gave this presentation on creative engagement.

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Brighton Digital Media Festival - September 13, 2012 Brighton Digital Media Festival - September 13, 2012 Presentation Transcript

  • @Beyond, @RogerWarner, @NilsMU#BDMF12Moneyball and Creative Engagement...© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • @Beyond, @RogerWarner, @NilsMU© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • @Beyond, @RogerWarner, @NilsMUWE Are... Nils Mork-Ulnes Analytics Overlord Roger Warner Favourite quote: “data beats Director Acquisition & Engagement opinion” (Nils) Favourite quote: “Show me a dressing room with laughter and talent and I’ll show you a winning team” (Brian Clough)© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • @Beyond, @RogerWarner, @NilsMU Mumbai© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • @Beyond, @RogerWarner, @NilsMU client list© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • now Moneyball for social Brands we create digital experiences people want to share. ...We do this Differently.© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • BUILD IT AND THEY PROBABLY WON’T COME
  • @Beyond, @RogerWarner, @NilsMU Problem statement: Can People Give a SH*T Do they Care? Paul Adams Go Global Head of Brand Design Facebook© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • @Beyond, @RogerWarner, @NilsMU Note to self: 9.30 to 11.40...© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • @Beyond, @RogerWarner, @NilsMU© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • WHERE DO YOU START?
  • HOW DO YOU SCALE?© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • HOW DO YOU REDUCE RISK?
  • THINK MONEYBALLData Beats Opinion... And Black Rollnecks and ‘Difficult’ Specs.© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • “An Imperfect Understanding of Where Runs Come From...” 200 150 100 50 0 2007 2008 2009 2010 Region 1 Region 2© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • @Beyond, @RogerWarner, @NilsMUStart Here: Brand Communications us rs ve Market Needs© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • Start with A Quadrant: 200 How does a brand achieve Brand ability to influence alignment between their communications output and their 150 markets’ needs - so that they can [share of voice] [High Engagement] maximize the impact of their digital and social engagement 100 with consumers...? 50 [Low Engagement] 0 [share of mind] 2007 2008 2009 2010 Region 1 Region 2 consumer propensity to Care© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • UM, WHICH GRAPH DO I NEED?Open, Social, Knowledge, Interest...???© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • @Beyond, @RogerWarner, @NilsMU Social graph Interest graph© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • @Beyond, @RogerWarner, @NilsMU Why people share ?© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • other people’s opinions more important than ads© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • high sharers are 3x more likely to recommend a product YOUNGER OLDER RESEARCH RESEARCH LOW HIGH INVOLVEMENT INVOLVEMENT PRODUCTS PRODUCTS RECOMMEND PRODUCTS HIGH vs LOW CARE MORE ABOUT QUALITY THAN BRAND IMAGE SHARERS SHARERS more likely to... 20% OF ONLINE CONSUMERS 80% OF ONLINE CONSUMERS OPEN TO BRAND LOYAL CHANGE BRANDS OWN MORE LIKELY MULTIPLE TO PURCHASE INTERNET RESEARCHED DEVICES PRODUCTS© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • consumers research & share experiences during whole purchasing journey Pre-purchase Post-purchaseCUSTOMER AWARENESS CONSIDERATION ACTION ENJOYMENT ADVOCACYJOURNEYBRAND Visibility Evaluation attributes Choice Experience Recommendation & loyaltyPENETRATION BRAND STRATEGY/ messages Relative volume of each Attributes and topicsMEASUREMENT of the positioning statements and pillars within positioning and pillars are most Frequency of statements Top likes and dislikes ------------------ Frequency of frequently discussed of intent recommendations ------------------ ------------------ Frequency of emotive ------------------ words used ------------------ Share of voice against Level of agreement with Share of voice against positioning Frequency of inhibitors ------------------ competition Verbatims competition ------------------ mentioned visibility in search Sentiment towards attributes How is your brand What does consumer What are the consumer What are the consumerinsight & positioning penetrating the market? perception of your brand look like? What are the barriers and triggers for action? likes and dislikes and what words do they use? likes and dislikes and what words do they use?Strategy © Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • @Beyond, @RogerWarner, @NilsMU so what are the implications for Digital marketers ?© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  • Friending brands % of facebook users 60% would be willing to share a ➡ product or service if given a 60% discount/deal 53% of people have used Facebook ➡ to interact with a brand 53% 36% of people liked or shared a ➡ brand page on Facebook in the last 36% 30 days 0 20 40 60 80 100© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @RogerWarner, @NilsMU
  • Fans exposed to brand content on Facebook buy moreStarbucks and Target fans and friends of fans exposed to organic brand Facebook content vs. not exposed:• Starbucks: 2.12% of people, vs. 1.54% made an in-store or online purchase - a 38% difference• Target: 3.9% vs. 3.3% made an in-store or online purchase - an 18% difference.© Copyright 2012 Beyond. All rights reserved. Private and Confidential Source: ComScore/Facebook research cited in AdAge - June 12, 2012
  • LOW vs high involvement products Research/Time intensive; specialised knowledge HIGH LOW vs LESS FREQUENTLY PURCHASED BOUGHT MORE FREQUENTLY MORE COMPLEX LESS COSTLY EXPENSIVE IN NATURE USUALLY BOUGHT WITH A MINIMUM AMOUNT OF THOUGHT REQUIRING MORE TIME AND AND EFFORT EFFORT IN THE RESEARCH PHASE Impulse buys; social© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @RogerWarner, @NilsMU
  • Facebook’s Influence on purchases “To what extent did Facebook influence your view on the product you were shopping for?” 1002 1001.5 1001 1000.5 1000 uc ts usi c are uc ts tiv es nic s hio n an ts oo ls vel ces an ce d M k w d mo ctr o Fas r T Tra lian in Pro oo Pro tau p al F ab y C uty uto Ele Re s Ap n B ea A ch en rso B Ki t Pe Facebook Influence© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @RogerWarner, @NilsMU
  • actions taken after online interaction PROMPTED TO PURCHASE 43% uk 20% PROMPTED 31% usa TO RECOMMEND uk 20% usa CHANGED IMPRESSION 4% uk 3% usa INCREASED AWARENESS 8% usa 6% uk 9% ENCOURAGED TO VISIT uk OPEN 9% usa TAKE NO 26% usa ACTION 15% uk ENCOURAGED TO CONTACT 3% uk 3% usa© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @RogerWarner, @NilsMU
  • Quantifying Future Trends in Online Sharing THE In five years, where will consumers be sharing content online, and why? What types of content will be shared most? How will consumers be sharing branded content? And, what will make something share-worthy in the future? OF sharing These are all important questions, and using data as a guide, the answers become within reach.© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @RogerWarner, @NilsMU
  • facebook sharing rate of activity on facebook rate of activity on facebook usage frequency of logins sharing Data is based on per-user activity, not aggregate volumes less than 3-6 6-12 1-2 2+ 3 months months months years years Age of Facebook account© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @RogerWarner, @NilsMU
  • frictionless sharing (Automatic sharing) Frictionless sharing is here to stay, but it will need to get much, much better. Ultimately, just about everything we do in a day will have the capacity to be shared online, but with accuracy and without needing to actively think about it. 67% of people have done at least one of the following things: listened to a song that read an automatically was automatically shared allowed an application shared article (online (spotify, etc) to post automatically to 61 % reader) of people are annoyed by their profile applications© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @RogerWarner, @NilsMU
  • FUTURE SHARING ACTIVITIES Offline social experiences will be brought online, growing the volume of shared content focused on daily achievements and personal milestones. WHAT WILL PEOPLE SHARE IN THE FUTURE? 43% 30% 28% 27% PERSONAL TRAVEL PLANS TICKET CHARITABLE MILESTONES PURCHASES DONATIONS The percentages above reflect the proportion of people who indicated their preference to share these activities.© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @RogerWarner, @NilsMU
  • WE ARE HIRING IN LEWES!Get in touch at @Beyond / @RogerWarner© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @RogerWarner, @NilsMU
  • QUESTIONS/INSULTS...Be nice....© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @RogerWarner, @NilsMU
  • THANK YOU for your time© Copyright 2012 Beyond. All rights reserved. Private and Confidential @Beyond, @RogerWarner, @NilsMU