Financial Times- The Rise of 'Show Me Myself' Digital Marketing

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Financial Times- The Rise of 'Show Me Myself' Digital Marketing

  1. 1. Financial times Lunch & Learn: 05.03.13 The Rise of Show Me Myself Digital Marketing.   Bringing People, Social and Mobile Together... © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  2. 2. Agenda What do (Real) People Want? What’s (really) driving this? How do we need to work? © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  3. 3. QUIZ! Some questions and some answers... © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  4. 4. © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013 MOST EU GOOGLE SEARCHES?
  5. 5. © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013 MOST HOURS ONLINE?
  6. 6. UK SMARTPHONE PENETRATION? © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  7. 7. WE drive brand engagement through the CREATIVE application of Content & technology © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  8. 8. TECHNOLOGY SOCIAL INSIGHT LESS FINANCIAL RISK, MORE CREATIVE PRECISION, AWESOME RESULTS © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  9. 9. Our clients drive the social web ... and harness it LONDON NEW YORK SAN FRAN © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  10. 10. WHAT DO (REAL) PEOPLE WANT? In their shoes... © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  11. 11. © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  12. 12. CREATING EXCHANGES OF VALUE AND MEANING: MASLOW’S HIERARCHY OF NEEDS... HUMANITy’S main GOALs: PERSONAL life MEANING, inter connections AND IMMORTALITY OR... © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  13. 13. Read: http://bynd.com/blog/beyond-digital-trends-and- branded-content-9-the-magic-of-show-me-myself- Thank you @Mediaczar : ) interactive-marketing/ See also: Intel - museum of me DHL - Facebook memories Expedia - find yourself © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  14. 14. Creating Exchanges of Think: Social Capital! Value & Meaning Make people HEROES! Mrs Entertainer, Mr Smart, Ms Generous, Head of Being Funny VP of Being Really Useful Director of Helpfulness The first person to share that amazing gizmo The first person to share that promo for The first person to share that for calculating mortgages or the lead article money off something really useful; likes to must-see meme: usually a video or from The Financial Times (or the infographic) posts lists of good things to do; plus a picture amongst colleagues motivational Facebook stuff. © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  15. 15. Create opportunity cost MISSIONS What’s the personal ROI? Is it easy / hard? attention empathy Can I be bothered to view/participate? ADVOCACY Is it in line with my personal values? Is it good enough to share with friends? personal value Will this enhance my personal brand/network? © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  16. 16. Social Engagement It’s Not about You Brand agenda... Their agenda... VERSUS It’s all about THEM 1. social insights define strategy 2. it’s about them, not you 3. sharing = activated by self-interest © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  17. 17. Locating Cut Out Value Exchanges & Keep BOREDOM ENTERTAINMENT Show Me PRODUCTIVITY My Best Self... KILLER APPS CULTURAL NEEDS BIG IDEAL/MISSION BRAND’S BEST SELF FRUSTRATION Solve my problem... HELP/UTILITY DISCOVERY TOOLS/CONTENT © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  18. 18. SUPER SIMPLE EXAMPLE: GOOGLE Case Study EMAILINTERVENTION 795,000 interventions to date © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  19. 19. EXPANSIVE EXAMPLE: TOPSHOP Case Study FUTURE OF THE FASHION SHOW Catwalk Modelcam Hangout with the team Photobooths Create your own season © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  20. 20. MY FAVE EXAMPLE: DOLLAR SHAVE CLUB Case Study STOP BUYING SHAVE TECH YOU DON’T NEED © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  21. 21. DISRUPTIVE EXAMPLE: NETFLIX Case Study HOUSE OF CARDS Commissioned by data No waiting: watch all you want FastCo: “They have the data to know exactly what type of shows their subscribers are most likely to want to watch...” © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  22. 22. WHAT’S (REALLY) DRIVING THIS? Change and trends... © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  23. 23. 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 ConfidentialThursday, March 7, 2013
  24. 24. facebook sharing 10000% 7500% usage Frequency + of logins rate of activity on 5000% facebook 2500% sharing Through Facebook 0% LESS THAN 3-6 6-12 1-2 2+ THREE MONTHS MONTHS MONTHS YEARS YEARS age of facebook © Copyright 2012 Beyond. All rights reserved. Private and Confidential accountThursday, March 7, 2013
  25. 25. the seven types of social sharer Cut Out & Keep ALTRUISTS SELECTIVES PASSIONATES CONNECTORS TRENDSPOTTERS PROVOCATEURS CAREERISTS share share share share to share because share share because they because it’s because they inspire it shows other because they because it want to help relevant to a share a socialising they are on want a helps them in friend passion with with friends top of what’s reaction bussiness someone else new 39.6% 26.1% 16.7% 7.9% 5.6% 2.6% 2.5% of social of social of social of social of social of social of social sharers sharers sharers sharers sharers sharers sharers © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  26. 26. future sharing activities Cut Out & Keep Offline social experiences will be brought online, growing the volume of shared content focused on daily achievements and personal milestones. WHAT WILL PEOPLE 43% 30% 28% 27% SHARE IN THE FUTURE? personal travel ticket CHARITABLE milestones plans purchase DONATIONS The percentages above reflect the proportion of people who indicate their preference to share these activities. © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  27. 27. Research/Time intensive; specialised knowledge high - Less frequently purchased VERSUS - Bought more frequently - Less Costly - More complex - Usually bought with a - Expensive in nature minimum amount of - Requiring more time thought and effort low and effort in the less research phase Impulse buys; social © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  28. 28. 4:1 50% 46% new device of all of all ratios mobile mobile By 2016 usage usage mobile to PCs mobile at home Mobile ‘Me time’ © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  29. 29. Content Profiling: Cut Out & Keep ‘LEAN FO RWARD’ High 70% Goal : Acqui sition!! Attention Low Big Content 30% of ‘mobile me’ time ‘LEAN BA of ‘mobile me’ time Attention Goal: CK’ Small Content Engage ment!! © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  30. 30. © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  31. 31. Data privacy public sharing Self improvement innovation 2% 8% 45% More new privacy attitudes Less Than Only than new sharing attitudes new value exchanges of all users talk of all users discuss of all users, use New opportunity for about privacy public data sharing these apps for ‘self tracking’ in new behavioural change lifestyle apps © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  32. 32. 1.Brands are becoming publishers 2.Brands as a Customers who utility engage in content buy more from us and are worth more to us… © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  33. 33. 20% of time online is spent on social media sites 58% on news sites and blogs © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  34. 34. three types of customers Cut Out & Keep 1 The Well Served 2 Underserved 3 The Not Served ➡ Know what they want ➡ Don’t know what they want ➡ Apathetics, avoiders ➡ Maximisers ➡ Validators ➡ The majority of consumers ➡ Self-directed ➡ Driven by a need state ➡ No time or effort for saving ➡ Financially savvy ➡ Emotional triggers important needs needs needs ➡ All the facts on the products ➡ Help and guidance, contextual to ➡ To be pushed into action with user defined filters their life-stage or need-state ➡ Make people aware of financial ➡ Time savers (such as saved ➡ Personalised help ‘Know Me’ issues related to life events data and preferences) ➡ Reassurance (‘Right product for me’) reduce perceived risk © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  35. 35. Flow Cut Out & Keep PERSONAL STREAM CONTENT USER STATE Consume !  Bite-sized/visual !  Not actively considering !  e.g. TIMELY !  Well served !  Competitions RELEVANT !  Videos !  Under served ACTIONABLE !  Infographics !  Not served VALUABLE Social SHAREABLE Graph “Lean-forward” !  Consideration/post-purchase !  Transactional/Informative !  e.g. !  Forums !  Influencer content PERSONAL FILTERS !  Tools/guides Interest Knowledge Graph Graph © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  36. 36. Case study: Amex open forum Case Study Ideas hub Content syndication: Business owners contribute to blog on syndicates/ licenses branded content to topics including marketing, innovation, other sites money and technology Sponsorship: Network: sponsors small business communities, Connectodex is a private social network events, contents Exclusive benefits: for approved business cardholders products and services for approved cardholders Content as a service: practical tips, ideas, expertise and case Social channels: studies Twitter, LinkedIn, Facebook Content curation: Features content from top business related blogs such as Mashable, Sethgodin.com and blog posts by influencers © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  37. 37. Amex open forum success 2007 2008 2009 2010 2011 OPEN starts Content from 7 Site Re-design OPEN Forum Over 200 live events and big-name Small and major becomes the contributors and a site to house Business scale of most visited SB growing, OF is a video footage writers functionality site on the web leading resource and content for Small Business Launch 425k page views 5.1MM page views 10.5MM page views Continued Growth! ➡85% of traffic comes through non-paid sources ➡ Readers share with their own social graphs bring back more visitors ➡Earned traffic generated through OPEN Forum sharing saves marketing costs Which gives AMEX a ready made audience for products and services and a vehicle for customer research and product testing © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  38. 38. The Metrics: Marketing Efficiencies 85% of traffic comes Readers share with their own social graphs, bringing back through non-paid sources more visitors Earned traffic generated through OPEN Forum sharing saves marketing dollars © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  39. 39. Amex open forum learnings “Brands are welcome as facilitators: American Express role in OPEN Forum is as a provider of information, a discussion space, access to experts, etc. Build for social to achieve scale: OPEN Forum is built off of Facebook and leverages social tools Reciprocal altruism works: If you give something away and are authentically not expecting something in return, you end up getting much more back in return (i.e. brand loyalty, which increased as small business owners used OPEN Forum)” Scott Roen, American Express VP of digital marketing and innovation © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  40. 40. HOW DO WE NEED TO WORK? Bringing it all together... © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  41. 41. USER GOOD CENTRIC MEANS RESEARCH CONVERSATION ANALYSIS WEB ANALYTICS STAKEHOLDER INTERVIEWS USER USABILITY SEARCH DATA IDENTIFY NEEDS DEVELOP PERSONAS © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  42. 42. BEST PRACTISE: GOOGLE Read More... AGILE CREATIVITY © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  43. 43. BEST PRACTISE: FACEBOOK Case StudyOSCARS 2013 65.5m Facebook interactions x3 times more than 2012 © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  44. 44. CONCLUSION What’s the score? © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  45. 45. We Need: Cut Out & Keep Smarter data Smarter technology Smarter Content Smarter processes © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  46. 46. Future, NOW! FT/Oracle ‘Databoard’ © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013
  47. 47. THANK YOU for your time contact us Roger Warner Nick Rappolt Charlie Lyons Partner Partner Director +44 (0)7921 777933 +44 (0)2079 086541 +44 (0)2079 086565 roger@bynd.com +44 (0)7956 805705 +44(0) 7540 686704 nick@bynd.com charlie@bynd.com © Copyright 2012 Beyond. All rights reserved. Private and ConfidentialThursday, March 7, 2013

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