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Demand for Digital
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Demand for Digital
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Demand for Digital
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Demand for Digital

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a presentation given to students at the University of Wisconsin for the Collegiate Advertising Summit 2011

a presentation given to students at the University of Wisconsin for the Collegiate Advertising Summit 2011

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  • FRIENDS! The Internet Advertising Bureaus' Global Web Index survey found that people trust their friends more than anyone else. Now, granted we all don’t have that many close friends. But, the survey also found that after our friends we are much more likely to trust other consumers. And, after a ‘good neighbour’ respondents said they were more likely to trust good contacts on their social networks more than anyone else.
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    • 1. DEMAND FOR DIGITAL<br />Katherine Ablan<br />Proximity Chicago #proxchic<br />Prepared for Collegiate Advertising Summit 2011<br />University of Wisconsin <br />3.4.2011<br />
    • 2.
    • 3.
    • 4. WHAT DOES A DIGITAL WORLD LOOK LIKE?<br />WHAT ARE BUSINESSES DOING ABOUT IT?<br />WHAT DOES DIGITAL THINKING ACTUALLY DO FOR BUSINESSES?<br />WHAT IS DIGITAL STRATEGY?<br />
    • 5. WHAT DOES A DIGITAL WORLD LOOK LIKE?<br />
    • 6. INTERNET USAGE IS ON THE RISE.<br />2 billion internet users worldwide<br />14% growth since last year<br />
    • 7. THE WEB IS EXPANDING. <br />255 million websites as of Dec. 2010<br />
    • 8. WE ARE DIGITALLY SOCIAL BEINGS.<br />The number of people who are visiting <br />social media sites has increased <br />by 24% over the last year.<br />
    • 9. If Facebook were a country, it would be the third largest <br />in the World with 600 million users.<br />
    • 10. 25 billion tweets were sent in 2010.<br />If each tweet were a meter, the tweets for this year would stretch from the moon and back 75 times.<br />
    • 11. WE LOVE DIGITAL MEDIA.<br /> 2 billion videos are watched on YouTube per day.<br />36 billionphotos are uploaded to Facebook every year.<br />3,000 photos are uploaded to flickr everyminute.<br />
    • 12. The world spends 110 billion minutes on social media networks and blog sites each year.<br />If we were to put those minutes end to end, we would be in the year 108.<br />
    • 13. WEB ENGAGEMENT IS GROWING EXPONENTIALLY.<br />9% of all websiteswere created in in 2010.<br />Over one third of Facebook users have signed up within the past year. <br />YouTube uses the same amount of bandwidth as the entire Internet used in 2000.<br />
    • 14. INTERNET TOMORROW<br />Mobile internet users are set to out pace desktop internet users by 2013.<br />
    • 15. There’s a BIG conversation going on, and businesses want in on it.<br />15<br />
    • 16. WHAT ARE BUSINESSES DOING ABOUT IT?<br />
    • 17. SPENDING MORE<br />Internet advertising revenues for the first six months of 2010 increased 11.3 percent from the same period in 2009. <br />
    • 18. FORTUNE GLOBAL 100 COMPANIES<br />65%<br />54%<br />50%<br />33%<br />BLOGS<br />
    • 19. MOVING BEYOND LOYALTY PROGRAMS<br />Tasti D-Lite’s loyalty program simultaneously rewards customers for repeat purchase and promotes the brand through earned media by syncing customers’ foursquare and Twitter accounts with its TreatCards. <br />
    • 20. ESCALATING THE SOCIAL MEDIA ARMS RACE<br />The primary objective of Corona Light’s latest integrated advertising campaign is to become “the most liked light beer in America.” It uses the same line to sell product and build its social media following.<br />
    • 21. RALLYING AROUND CONSUMER PRIORITIES<br />Coca-Cola is adapting its marketing structure to be structured around the three principles — content, connections, and integration — rather than media type or marketing discipline. <br />
    • 22. AND THEY’RE GOING TO KEEP SPENDING<br /> According to eMarketer&apos;s latest forecasts, ad spending on social-networking sites will grow 55 percent to $3.08 billion in 2011, up from $1.99 billion in 2010. <br />In 2012, eMarketer expects social media spending to grow yet another 27 percent. <br />
    • 23. WHAT DOES DIGITAL THINKING ACTUALLY DO FOR BUSINESSES?<br />
    • 24. Only 18% of traditional <br />TV campaigns generate a positive return on investment.<br />
    • 25. Conversations are a critical new marketing tool.<br />80% of people trust a close friend. <br />35%trust a consumer review on a website<br />9%trust celebrity endorsement<br />Source: Global Web Index, Wave 3, January 2010<br />
    • 26. SOCIAL MEDIA= POWER<br /> 1 <br />word-of-mouth conversation <br />200 <br />TV ads<br />Facebook fans are 28% more likely to continue using the brand compared to non-fans.<br />
    • 27. HOW TO WE MEET THIS DEMAND?<br />
    • 28. WHAT IS DIGITAL STRATEGY?<br />
    • 29. THE PURPOSE OF DIGITAL STRATEGY<br />To develop a comprehensive and holistic roadmap that guides decisions for brands in the digital landscape. <br />
    • 30. <ul><li>Goes both wide and deep
    • 31. Provides a framework for thinking and creating
    • 32. Requires multiple tools, skill-sets and stages
    • 33. Living and breathing</li></li></ul><li>Digital Strategy Is Cyclical, Not Linear<br />Traditional<br />Digital<br />It’s iterative, always sharpening with experience, so your work gets the benefit of real-time actionable learning.<br />
    • 34. DISCOVERY<br />
    • 35. Defining “User”<br /> “Users” are the sub-set of your prime prospect who use a computer or Internet service.<br />
    • 36. What Are User Insights?<br />User Insights seek to explain people’s behaviors while they are engaging with a digital medium and uncover the motivations behind those actions. <br />WHAT<br />WHY<br />Understanding User Actions<br />Understanding User Motivations<br />
    • 37. Landscape of Research Methods<br />Eyetracking<br />Data Mining / Analytics<br />Behavioral<br />A/B (Live) Testing<br />Usability Benchkmarking (in lab)<br />Usability Lab Studies<br />Online Usability Studies<br />Ethnographic Field Studies<br />Data Source<br />Diary / Camera Study<br />Listening / Conversation Mining<br />Customer Feedback via email<br />Participatory Design<br />Intercept Surveys<br />Focus Groups<br />Desirability Studies<br />Attitudinal<br />Phone interviews<br />Cardsorting<br />Email Surveys<br />Methodology<br />Qualitative<br />Quantitative<br />
    • 38. DEFINITION<br />
    • 39. Setting the Objective<br />In digital strategy there is a hierarchy of objectives. We have to establish an overarching digital objective; then, as we get more tactical we need to determine specific channel objectives.<br />
    • 40. What Do We Mean ByEngagement Opportunity?<br />This answers the question: “What role do we want our brand to play in our consumers digital lives, and how can we involve them in the experience?”<br />Digital is opt-in. To create successful, business-driving experiences we need to determine not only what we want digital to do for us, but also, what we want it to do for our users. This ensures value and high-utility in all of our efforts.<br />
    • 41. Identifying The Engagement Opportunity<br />Brand<br />Platform<br />The engagement opportunity lives at the intersection between the brand’s competitive edge, the platform’s optimal capabilities, and the user’s (unmet or under-delivered) needs.<br />User<br />
    • 42. Potential Platform Roles<br />
    • 43. Example: Simplify (The Concierge)<br />Make a specific task easier for people. Provide a service that helps people get things done efficiently and removes any burden.<br />Best Buy amassed a 24-hour customer-service army through social media. Their TwelpForce is always ready to field questions from their customers over twitter.<br />Comcast is a cable services company that uses social media channels to listen and respond to customers who express their frustrations online. They contact customers either by phone, email, tweet, post or comment to see how that person needs assistance. <br />
    • 44. What is A Channel Ecosystem?<br />An amalgamation of interrelated social media communities, services and technologies that form one single organism.<br />Each element has a unique function.<br />It’s stretchable, sustainable, multi-layered &amp; multi-channel.<br />
    • 45. <ul><li>Bigger digital footprint
    • 46. Lets the user choose their own point of entry
    • 47. Each channel can contribute to the overarching objectives in a unique way
    • 48. Sum is greater than the parts</li></ul>What’s the Benefit?<br />
    • 49. Banners<br />Invitation<br />Orbit Social Ecosystem<br />Dirty Shorts Hub<br />Gives fans a premiere destination to watch the videos online<br />Participation Platform<br />Lets the fans participate and create content<br />Banners<br />Block &amp; Tackle<br />Banners<br />Invitation<br />Comedy &amp; Humor<br />Entertainment<br />Dirty<br />Base Engagement Hub<br />Curates &amp; “cleans up” modern dirty content<br />orbit.com<br />Creativity<br />Community<br />Clean<br />Celebrities &amp; Influencers<br />Content providers and seeding agents<br />Breaking News<br />“Viral” Stimulator<br />Whets people’s appetite for content &amp; gives them an insider peak into the Orbit Girl’s life<br />Gossip &amp; Celebrity<br />Celebrities &amp; Influencers<br />Content providers &amp; seeding agents<br />
    • 50. Metrics Need to Tie Back to Objectives<br />AWARENESS / SOV<br />Unique Visitors<br />Conversation volume<br />Impressions<br />RELEVANCE<br />Topics of conversation<br />Brand associations in conversations<br />Brand perception changes<br />Net promoter score<br />“Brand for me”<br />ENGAGEMENT<br />Page views per visitor<br />Average time spent on site<br />Interaction rate<br />Views<br />Uploads<br />Comments<br />“Likes”<br />LOYALTY<br />New visitors vs. returning visitors<br />Registrations<br />USAGE / TRIAL<br />Coupon downloads<br />Purchases (ecommerce)<br />ADVOCACY<br />Share / referrals<br />Tweets<br />Blog mentions<br />SEO increases<br />Referring sources<br />
    • 51. Content Strategy<br />Mapping out the what, when, where, how and why a brand will generate content in each channel.<br /><ul><li>Types of content
    • 52. Themes, passion points or areas of interest
    • 53. Specific conversation threads or memes
    • 54. Content sources
    • 55. Frequency
    • 56. Responsible parties</li></li></ul><li>Why Do We Need It?<br />“You can have the best ads, the most Twitter followers, and the coolest design, but none of it will stick with your users and gain momentum if you don’t have the content they are looking for.<br />Fantastic content is the fuel that drives all these other efforts. After all, why would anyone tweet about your site or click that Facebook Like button if you don’t have anything worth sharing?” <br />– Jason Schubring<br />
    • 57. Then, we brief and execute.<br />
    • 58. BUT WE’RE NOT DONE…<br />
    • 59. Analytics &amp; Optimization<br />Turning data into actionable insights that optimize strategy, drive business results and measure success.<br />Analytics serve two functions at Proximity Chicago:<br />1) They feed our user insights <br />2) They track metrics, measure campaign success, and uncover opportunities to improve <br />We provide regular analytics reports during a campaign lifetime that use data to tell a story. Each report is actionable and offers clear optimization recommendations that will drive measurable results.<br />
    • 60. Example: Women’s Retailer Site<br />Using site analytics we found that people who arrive from blogs were 10x more likely to end their visit with a purchase than people who came from paid media or organic search. But only 15% of traffic was referred from bloggers.<br /> To increase online purchases among all visitors we enlisted a group of the strongest referring bloggers to serve as the brand’s “style ambassadors.” The blog was housed on their ecommerce site, increasing both the SEO and conversion rate by over 60%.<br />
    • 61. IN REVIEW<br />
    • 62. WHAT DOES A DIGITAL WORLD LOOK LIKE?<br />EXPANDING, EVER-CHANGING<br />WHAT ARE BUSINESSES DOING ABOUT IT?<br />INVESTING, ADAPTING<br />WHAT IS DIGITAL THINKING ACTUALLY DOING FOR BUSINESSES?<br />ENGAGING, OPTIMIZING<br />WHAT IS DIGITAL STRATEGY?<br />DISCOVERING, DEFINING, NEVER DONE<br />
    • 63. THANK YOU!QUESTIONS?<br />

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