Digital Challenges - Communicating in the Era of the Social Web


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Opening keynote presentation by Jonathan Kopp, Partner & Global Director of Ketchum Digital, to kickoff the Ketchum Pleon "Inspiration Day" conference in Berlin, Germany, 28 June 2012.

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  • Ketchum Pleon Berlin Germany Inspiration Day Digital Challenges
  • Most Pressing Digital Challenges – Thrilling. Simultaneously scary and exciting.Next Big Things
  • There is not a corner of the web that is not shareable or interactive. Welcome to the era of the Social Web.
  • Up Level: “Social By Design” (aka social business or enterprise social media or human-centered)The current challenge calls for a holistic reorganization and reorientationEnterprise-wide approachWholesale shift of organizational thinking, structure and approach.(Re-)designing all elements to amplify or be amplified by social mediaA more social role for every employee and every departmentShow graphic of enterprise socialtoday’s chief executive can no longer treat social media as a side activity run solely by managers in marketing or public relations. It’s much more than simply another form of paid marketing, and it demands more too: a clear framework to help CEOs and other top executives evaluate investments in it, a plan for building support infrastructure, and performance-management systems to help leaders smartly scale their social presence. Companies that have these three elements in place can create critical new brand assets (such as content from customers or insights from their feedback), open up new channels for interactions (Twitter-based customer service, Facebook news feeds), and completely reposition a brand through the way its employees interact with customers or other parties.
  • The web is becoming rebuilt around people - Hehman90s: browse00s: Search10s: Discovery
  • BingYahoo!GoogleSocial Search
  • Connections Trump BordersBorders & demographics being replaced by communities of interest & connections between people thereinArab Spring
  • Image StrategyInstagramPinterest screenshotFacebook photos with friend taggingG+ photos
  • Power of images – pinterest, instagram, etc – What’s your image strategy?Power of moving images – video is the kille appMobility + video = paradigm shift, deeper engagementVideoYouTubeInterlude – Yoni BlochMilyoniHuluAirtimeBlipGtalkSkypeBoxeeMobility
  • Video on the web is no longer enough – video OF the webYoni Bloch Israeli startup Interlude video for Madewell, Toyota Prius on YouTube
  • Industries are being transformed by organizing around peopleShopping: Amazon, eBay, Craig’s List & GrouponInformation: Wikipedia,QuoraHotel & Hospitality: VRBO & AirBNBMusic: Spotify & Pandora, ShazamStationary: evite, PaperlessPostPhotography: Shutterfly, InstagramCharity: SocialVibe,, Givey ( )
  • There’s a plane in the Hudson. I’m on the ferry going to pick up the people.Crazy.We all know the trends…. As web usage and web video views go up, traditional media is dying, advertising is drying up, people are fast forwarding through the commercials. But here are some related statistics.... Old media’s not necessarily dying, it’s shifting & adapting to the new world order. Look at the image: print accelerating its death by driving to web. Or is it merely doing what it can to maintain relevance?Jill Abramson on reporters tweeting: used to be the view was they were scooping themselves. Now they are encouraged to build their own brands.Nick KristofPaul KrugmanWalter Mossberg
  • CNNBloggers Technorati RankingsHuffington PostMashableDaily BeastBuzzFeedVergeYouTube
  • New York TimesPaid Owned Earned MediaSocial Web
  • Mission ControlSocial Media Conversation Monitoring Measurement Analytics
  • Four Types of F-Commerce1. Facebook-Facilitated On-Site Selling:Brands can bring the Facebook experience to their websites, tapping users’ connections and interests to support the purchasing process. The simplest examples involve using social plugins — short code snippets that ping Facebook’s network for information about the user visiting the brand’s site. The Like Button is the most common plugin and is usually regarded as a content sharing device, but when it is used in conjunction with a product page it can provide peer support by displaying the names and profile images of people who have Liked the product — most appealing for brands is the fact that it also highlights any of the user’s Facebook friends who have Liked the product.A more sophisticated approach uses Facebook’s Open Graph API to retrieve the Likes and interests of the user, as well as those of his or her friends. There is a permission screen involved and every friend’s privacy settings are individually respected. For the past few months has been offering a “Tap into Your Friends” option (still labeled Beta). After the permission screen, the user is taken to an Amazon page showing the upcoming birthdays of Facebook Friends and their Amazon Wish List if they have one. Amazon uses a user’s friends’ profile data, which often includes favorite books and music, to make gift suggestions.2. Facebook-Initiated Selling:Business accounts can set up a storefront for free on their Facebook Pages, and many thousands have already done so. The vast majority start the shopping process at but then jump to their own ecommerce pages at some point. Lady Gaga’s Facebook store is an example of a store that takes users on a rather abrupt transition. Users can browse products on her Facebook Page, but any click takes them to the product page at, a licensed merchandise marketer and fulfillment service. The Facebook branding is gone, and the look and feel changes completely. A new window opens which would make any Facebook multitasking (e.g., chat) cumbersome. Apparently, a Page with over 30 million Likes can get away with this — Justin Bieber has the exact same arrangement. Best Buy keeps shoppers in the Facebook environment a bit longer and takes advantage of the social features while they are there. Its store app isn’t labeled “Shop,” it is “Shop + Share.” Users can search or browse for products, and when they find something that interests them, they have two options: “Ask Friends” or “Shop Now.” “Ask Friends” leads to a Wall post asking about the product. Interestingly, Best Buy currently makes “Ask Friends” much more noticeable than “Shop Now,” which takes the user to the product page at for the shopping cart and checkout process.3. Complete Selling through Facebook:1-800-Flowers has pioneered a selling process that never takes the user away from Shoppers can select products, options, see delivery dates and even include a personal message without interrupting their Facebook experience. 1-800-Flowers does not take full advantage of the social environment, though, as it doesn’t provide an easy way to ask a relative what Mom’s favorite flowers are or what her zip code is, for example.Delta Airlines has built a complete ticketing system into its Facebook Page, and while it allows the user to promote Delta by posting a general message on his or her Wall, it doesn’t do much to help the user share details with Friends involved in the trip, something that a Send Button could do nicely.4. iFrames vs. Facebook Apps:There are two ways of displaying F-commerce Pages on, each with its pluses and minuses. In February 2011, Facebook adopted iFrames as the method that businesses use to supply custom content to their Pages. In the simplest terms, iFrames allow a business to create and host its own content and to display it in the 520-pixel middle column of a Facebook Page.Lady Gaga, Justin Bieber and even Best Buy, present their F-commerce pages through an iFrame. The advantage is simplicity, since businesses can create and maintain the content on their own terms — iFrames tend to offer the most seamless experiences for consumers. 1-800-Flowers and Delta do their selling via Facebook apps. The primary advantage of going to an app is real estate. iFrame content is restricted to the 520 pixel-wide middle Page column, while an app can control the left most 760 pixels — a 46% increase in visible selling space. The disadvantage of apps is that they are more difficult to maintain and they may stress smaller budgets within businesses lacking Facebook development expertise.
  • It’s about the consumer’s experience:It (Amplify) means that the core concepts for campaigns must invite customers into an experience that they can choose to extend by joining a conversation with the brand, product, fellow users, and other enthusiasts. It means having ongoing programs that share new content with customers and provide opportunities for sharing back. It means offering experiences that customers will feel great about sharing, because they gain a badge of honor by publicizing content that piques the interest of others.It’s measureable:Yet we can measure the impact of social media well beyond straight volume and consumer-sentiment metrics; in fact, we can precisely determine the buzz surrounding a product or brand and then calculate how social media drives purchasing behavior. To do so—and then ensure that social media complements broader marketing strategies—companies must obviously coordinate data, tools, technology, and talent across multiple functions.Management consultantsMcKinseyE&YAccenturePWC 
  • FourSquareCheck-inKlout
  • StarbucksGoogle WalletQR CodesDomino’sSquareAdidasNFC
  • Foursquare promotes discoveryAmbient automatically connects you with people within your proximity who share your interests.PathHighlightGlanceeSonarGaussHipGeo
  • Augmented RealityLayarGoldRunGoogle GlassInformation Layer
  • MakerMake
  • Digital Challenges - Communicating in the Era of the Social Web

    1. 1. Jonathan KoppPartner & Global Director @jonathankopp
    2. 2. A Matter of Perspective Scared Excited
    3. 3. The Era of the “Social Web”Social networking = 19% of the world’s time online.(25% of US time online) • 3X growth since 2007 • Meanwhile, an 8% drop in email in the US • 59% drop in email among US 12-17 year olds
    4. 4. • Blow up the old model.• Re-think all aspects of marketing & communications. – Content creation – Distribution – Consumption – Success metrics 4
    5. 5. Aim higher. Core Elements of Social Design:“Social By Design” 1. Identity: our own institutional & individual sense of self & how we 1. Identity are perceived by our communities. 2. Conversation 2. Conversation: the engagement & interaction we have with our various communities. 3. Community: the people we know & trust who help us succeed & cause change to happen. 3. Community Note: arrows flow in both directions, from inside out & outside in. Credit: Facebook
    6. 6. Our Entire Web Experience is Now People CenteredBrowse Search Discover 90’s 00’s 10’s Credit: Matt Hehman, Facebook
    7. 7. Search isReorganizingAround People
    8. 8. ConnectionsTrump BordersWhat’s your “livehood?”
    9. 9. Images Trump Words 100 billion photos on Facebook, alone! What’s Your Image Strategy? 9
    10. 10. Videos Trump Pics 37% of teens regularly video chat with each other.
    11. 11. Boost Engagement withInteractive VideoPosting commercials online doesn’t make them web videos!
    13. 13. Businesses Are Reorganizing Around People Community Engagement Corporate Communications2-way dialogue with analysts, Thought-leadership, issue reporters, bloggers, activists, positioning, investor relations, etc. interested in discussing CSR, community relations, company or industry topics crisis management Commerce & Promotional Content PlatformPopulate with news, photo “SOCIAL Drive consideration & consumption through / video & other content regarding company BUSINESS” promotions, coupons & contests Human Resources Customer Service Posting open jobs; fielding Instantaneous, proactive & position inquiries; internal responsive issue resolution for comms & community posted messages. building 13
    14. 14. The Social Web Is Disrupting the News NY Times is down to a daily print & digital subscriber base of 1.6M While 5.4M people follow @nytimes on Twitter 43% of CNN’s traffic is from social networks, like FB & Twitter65% of US 18–29 year olds citethe Internet as #1 news source.
    15. 15. Expanded Notion of “Media”Includes New Influencers 395,000 average primetime viewership. Smallest audience in 20 years. YOUTUBE PERSONALITIES BLOGGERS (2 million+ subscribers) 15 ;
    16. 16. News. Curated By Us. Filtered By Us. Fed by the Social flipboard editions
    17. 17. Social Emerging as the Starting Distribution Point For Content“Traditional ideas about what is opinionand what is news, what is advertising andwhat is editorial, and the separationbetween content makers and consumers,are evaporating….[C]onsumers will decide where the line isdrawn, not those of us who are vested bybelief or self-interest in the old order.”– David Carr, 17 June 2012
    18. 18. Welcome to theInterest Graphtime to move beyond demographics credit: assetmap
    19. 19. Real TimeSocial Analytics(Demand Real Time Response)
    20. 20. Social Commerce
    21. 21. The New (Measurable)Purchase Funnel 21
    22. 22. GamificationDrivesEngagement(and Sales) 22
    23. 23. M-Commerce
    24. 24. Mobile Is No Longer Enough: “SoLoMo”
    25. 25. Forget Screens: Every Surface is Media
    26. 26. Better Yet, • • • 3D printers for less than smartphones 8 colors (and more!) From DIY “makers” to mass marketMake It Real. • Fujifilm considering 3D print kiosks
    27. 27. JonathanKopp @jonathankoppDiscussion