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Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
Why Digital and what you absolutely need to know
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Why Digital and what you absolutely need to know

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Euro RSCG Digital workshop about online marketing and our integrated approach.

Euro RSCG Digital workshop about online marketing and our integrated approach.

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  • Guy Phillipson, the chief executive of the IAB , told Reuters: "This is a significant milestone. This is the first major market where online has overtaken television to become the biggest single medium." PWC's senior manager Eva Berg-Winters said: "Perhaps surprisingly, a slowing economy has accelerated the migration to digital technology and hence the continuing shift from more traditional forms of advertising to online, which promises return on investment and measurability in a period of instability. But still the integrated campaign will bring the best results. That’ s what is 4D good at.
  • Czech consumers are SMS fanatics… Penetration of Mobile Internet in Czech republic rapidly growing. Expecting big impact on media campaigns and possibilities. Czech consumers are SMS fanatics…
  • Number of registered czech users rapidly growing / expected 2mio user till end of 2009. Moving from students, youth segment to more relevant TA 30+. Same level of visitors as Centrum.cz
  • Showing that everybody is somehow affected by online advertising and Internet communication. Most of you tried at least one of the internet portals or community server and be sure that if you not – your client did. We can see the massive movement from classic corporate website to social media platforms / internet TV, etc.
  • This means that more than 50% of Czech people is online every day... We can't ignore this in our strategies and communications plans.
  • List of activities ordered from the most usual activities. Mainly we are looking for information – that means Search engine marketing is important part of marketing. News – connected with online PR strategy. Entertainment – most growing part of entertainment business, average visitors of online game server spend around 2hours there!!! Blogs – relevant from the perspective of WOM, Opinion makers....
  • List of activities ordered from the most usual activities. Mainly we are looking for information – that means Search engine marketing is important part of marketing. News – connected with online PR strategy. Entertainment – most growing part of entertainment business, average visitors of online game server spend around 2hours there!!! Blogs – relevant from the perspective of WOM, Opinion makers....
  • For business we are using clasics email, as trend we can see using of social media platfroms like Facebook pages for Internal communications, Press relaeases. ICQ for youth segment / good CPT
  • For business we are using clasics email, as trend we can see using of social media platfroms like Facebook pages for Internal communications, Press relaeases. ICQ for youth segment / good CPT
  • Internet move from „just“ information source to personalized space where I have my favorites places (websites, email service, chat). Customers increasingly have their own spaces in which to administer content messaging and brand experiences and increasingly brands have to work very hard to care show up and be included in the spaces. We help our clients think about the spaces and understand how they can connect to, and include the spaces in the overall marketing mix
  • It’s also true that over the last 2 to 3 years a diverse abundance of new spaces in which brands have a challenge to contribute has emerged, the whole world of social media! We developing new tools and new methodologies that how brands interact and leverage the power of these networks to their benefits, from finding and monitoring the effectiveness of different networks, to leverage in these networks in a powerful way to create a meant to the brands that we are responsible for managing
  • We need to create pieces of content that attract (which people talk about, search for, go to and add to) The combination of these two new spaces their interaction both with each other and with brands crazy new opportunity for how brands create content in experiences and manage relationships in the online world in a connected an integrated way
  • We are increasingly working to connect and join up these worlds not just with digital strategy but to seamlessly integrate this thinking is part of an off-line plan, we do this using proprietary tools, new ways of measuring and tracking performance, all fuelled by powerful ideas.
  • A dvertisement p lac ement or technolog y is not a key factor for the success of on-line ads ( by research Dynamic Logic ). Study, during which the company analyzed 170 thousand. ads, has shown that the largest share of the effectiveness is the creativity. According to research on the banner works best permanent presence of the brand, a strong call-to-action and views of human faces . Other factors such as size, technology used and the selection of websites on the success of campaigns supposedly a part of 30%.
  • In the UK 68 % trust online consumer opinions - only 58 % trust brand websites. Text ads are the least trusted ad format worldwide – 24 %, while banner ads and online video – 37 % R esearch from Harris Interactive found 46 % of US internet users say they ignore banner ads, with 1% finding banner ads helpful in making a purchase decision. The findings emphasise the importance of encouraging engagement and conversation via social networks such as Twitter and Facebook, as posts about a product will reach both friends and the wider public interested in the product. However, moderation is key, a lesson Skittle recently learned the hard way after placing a live Twitter feed on its homepage, which was subsequently hijacked by users intent on offending other users. The experiment was the first time a large consumer brand has put a live Twitter feed on its homepage and could be the last unless brands are prepared to invest in moderation or delaying the feed and only publishing edited posts.
  • Some of the biggest brands, websites and portals are loosing unique visitors hand over fist for the last 3 years. Doesn’t make sense right? More and more people are connecting online, brands are spending bucket loads of cash on digital campaigns, so website traffic should be the complete opposite? There are 2 key reasons why website traffic is declining. 1) Social Networks (obviously) are growing and most people prefer to hang out there instead of searching the big brands websites for content to interact with. Your friends on Facebook and Twitter share what you’re already interested in. Everything is relevant and you don’t have to leave to get the best content from 10 of your favourite brands / websites. 2) Off-Site Content Distribution is rapidly growing, I’m talking RSS Feeds, Twitter, YouTube Channels, Facebook Fan pages and so on… All the best brands and websites now actively push their content (the same stuff you use to get from their website and still want to access) to as many various “off-site” sources and platforms as possible.So naturally this removes unique visitors from their main sites, channeling them into a maze of various networks, feeds and tweets…Oh, and ofcourse, widgets/apps – we’ve only just seen the start of these.
  • Some of the biggest brands, websites and portals are loosing unique visitors hand over fist for the last 3 years. Doesn’t make sense right? More and more people are connecting online, brands are spending bucket loads of cash on digital campaigns, so website traffic should be the complete opposite? There are 2 key reasons why website traffic is declining. 1) Social Networks (obviously) are growing and most people prefer to hang out there instead of searching the big brands websites for content to interact with. Your friends on Facebook and Twitter share what you’re already interested in. Everything is relevant and you don’t have to leave to get the best content from 10 of your favourite brands / websites. 2) Off-Site Content Distribution is rapidly growing, I’m talking RSS Feeds, Twitter, YouTube Channels, Facebook Fan pages and so on… All the best brands and websites now actively push their content (the same stuff you use to get from their website and still want to access) to as many various “off-site” sources and platforms as possible.So naturally this removes unique visitors from their main sites, channeling them into a maze of various networks, feeds and tweets…Oh, and ofcourse, widgets/apps – we’ve only just seen the start of these.
  • The impact will be clear – brands’ website will become more informational with gathering of social buzz from social media sphere (think Google’s Sidewiki). Companies, on the other hand, will spend 50% on their brand website and 50% on the social media around it. I do not think that brands’ websites are and will be dead as they play an important role in the communication stream from companies to consumers. They provide detailed information that is needed to decide on a purchase. Some purchases require much more product research and analysis (think buying a car vs. buying milk) that brands’ websites will provide. No social media will be able to replace that.
  • Transcript

    • 1. Euro RSCG Digital Workshop Why Digital and what you absolutely need to know . by Jan Los
    • 2. Agenda <ul><li>I. Euro RSCG 4D Digital </li></ul><ul><ul><li>An Introduction to Digital, Digital Capabilities </li></ul></ul><ul><li>II. 2009 Digital Communication Highlights </li></ul><ul><ul><li>The Year’s Most Important Developments </li></ul></ul><ul><ul><li>What We Can Expect in 2010 and Beyond </li></ul></ul><ul><li>III. Trends and Strategies for Digital Channels </li></ul><ul><ul><li>How We Can Create Opportunities for Your Brands </li></ul></ul><ul><ul><li>Creativity Rules! </li></ul></ul><ul><ul><li>How to Communicate in the Digital Space </li></ul></ul><ul><ul><li>(Internet Marketing, Social Media, Web Strategy) </li></ul></ul>
    • 3. Euro RSCG Digital <ul><li>Digital division formed in 2004 </li></ul><ul><li>Evolution from internal agency supplier to independent agency with own creative, project management, client service and new biz team </li></ul><ul><li>Today we have 26 digital experts </li></ul><ul><li>Working for clients like O2, Finlandia, Jack Daniel’s, Danone… </li></ul><ul><li>Working with Euro RSCG network offices on projects like Time for climate justice or Eurorscg.com </li></ul>
    • 4. What is special on 2009? <ul><li>1 st year when… </li></ul><ul><li>… UK online advertising spending overtook TV </li></ul>
    • 5. What is special on 2009? <ul><li>1 st year in CZ when… </li></ul><ul><li>… the number of mobile internet users doubled to almost 1,5 mio </li></ul>
    • 6. What is special on 2009? <ul><li>1 st year in CZ when… </li></ul><ul><li>… social portals were visited more than news portals </li></ul><ul><li>… increase in number of users age 30+ </li></ul>
    • 7. What is special on 2009? <ul><li>1 st year in CZ when… </li></ul><ul><li>… a local TV show directly connected with social media platforms from Google and Facebook </li></ul>
    • 8. When was the last time you visit at least one of these pages?
    • 9. Numbers (in brief) <ul><li>How many Internet users are in the Czech republic? </li></ul><ul><li>83% every day </li></ul><ul><li>57% spending more than two hours </li></ul>
    • 10. What content? <ul><li>What type of content are users mostly looking for? </li></ul><ul><li>Entertainment (games, chat) </li></ul><ul><li>New s </li></ul><ul><li>Information & E-mail </li></ul><ul><li>Blogs & discussions </li></ul>
    • 11. Looking for? <ul><li>What type of content are users mostly looking for? </li></ul><ul><li>1. Information & E-mail </li></ul><ul><li>2. News </li></ul><ul><li>3. Entertainment (games, chat) </li></ul><ul><li>4. Blogs & discussions </li></ul>
    • 12. Channels <ul><li>What channels are we using for communication? </li></ul><ul><li>Facebook </li></ul><ul><li>E-mail & Skype, ICQ </li></ul><ul><li>Mobile phone – SMS, CALL </li></ul><ul><li>Blogs & discussions </li></ul>
    • 13. Channels <ul><li>What channels are we using for communication? </li></ul><ul><li>1. Mobile phone – SMS, CALL </li></ul><ul><li>2. E-mail & Skype, ICQ </li></ul><ul><li>3. Facebook </li></ul><ul><li>4. Blogs & discussions </li></ul>
    • 14. Trends and Strategies for Digital Channels
    • 15. Your customers have their own spaces
    • 16. And spaces where they connect with others
    • 17. Creating new opportunities for how you manage your brand
    • 18. And integrate activity from the offline world Experiential Sales Promotion In-Store Experiential PR Press Outdoor Radio TV
    • 19. Creativity is a must <ul><li>What works for effectiveness? </li></ul><ul><li>Brand experience </li></ul><ul><li>Call- to - a ction </li></ul><ul><li>Human f ace </li></ul><ul><li>Website, size or technology used for online ads is only 30% of the success </li></ul>
    • 20. It's not what you know, it's who you know that's important <ul><li>Recommendations by personal acquaintances and opinions posted online are the most trusted form of advertising worldwide , according to the latest Nielsen Global Online Consumer Survey. </li></ul><ul><li>Posts about your product will reach both friends and the wider public interested in the product. </li></ul>
    • 21. Brand websites losing to social?
    • 22. Brand websites losing to social?
    • 23. Brand websites losing to social?
    • 24. Brand websites losing to social? <ul><li>Conclusion? </li></ul><ul><li>Brand websites are not dead, still playing an important role in the communication stream </li></ul><ul><li>Brand websites are no longer doing the traffic pull; social media is, and will continue to do so </li></ul><ul><li>Delivering unique content anywhere customers want to experience it </li></ul>
    • 25. Key Channels, Strategies...
    • 26. Euro RSCG 4D Approach <ul><li>Internet Marketing Strategy: </li></ul><ul><li>Banner campaigns, pay per click, search ads, online press and media relations, … </li></ul><ul><li>Web Strategy: </li></ul><ul><li>Websites and Microsites </li></ul><ul><li>Social Media Strategy: </li></ul><ul><li>By using existing relationships and social networks that people love. The power of raw and open feedback. </li></ul>Web Strategy Internet Marketing Strategy Social Media Strategy
    • 27. Mechanism PRODUCT MICROSITE PROMO MICROSITE BANNER PPC HYPER TEXT ONLINE ARTICLE (TV, PRINT, OUTDOOR) SOCIAL MEDIA
    • 28. Step by step CORPORATE WEBSITE PRODUCT MICROSITE PROMO MICROSITE BANNER PPC HYPER TEXT ONLINE ARTICLE (TV, PRINT, OUTDOOR) SOCIAL MEDIA STORY DIALOGUE BUZZ INTRO ACTIVATION
    • 29. Digital as part of comm stream PR OUT DOOR IN-STORE DIGITAL TV PROMO
    • 30. Tracking & Reporting Tracking Reporting Collecting & Analyzing Data Identifying visitors source and their behavior Measuring the effect of online activities Page views per visit Time spent on site Traffic sources New vs. returning visitors Conversion Rate Cost per Conversion Abandonment rate Number of pages viewed in order to buy a product Time (min) needed to complete a conversion – sign up, trial, buy Direct visits (typing URL) Search engine visits (SEO, PPC) Referring sites Shows the rate > Acquire=> Retain visitors Conversions be defined as Trials, products bought, sign-ups Revenue/Trials, Sign-ups, Products Visitors who do not complete defined actions (conversions).
    • 31. Key trends channels <ul><li>New media formats (Video & Interactive Banners) </li></ul><ul><li>Social marketing evolution (Pages, Applicatios, Tweets, …) </li></ul><ul><li>Microsites and O nline P romotions </li></ul><ul><li>Products (API with Google Maps, Non-Branded online useful application) </li></ul><ul><li>Mobile (mobile-based websites, iPhone & other applications) </li></ul><ul><li>Gaming (Microsites, Mobile, Social Networks) </li></ul><ul><li>Augmented reality </li></ul><ul><li>In-store , Interactive Kiosks </li></ul><ul><li>Holograms </li></ul><ul><li>Real-Time Marketing </li></ul>
    • 32. Selection of successful digital c ampaigns in 2009
    • 33. Sleepless at Playground
    • 34. Cadbury one for you and one for me <ul><li>Assignment: </li></ul><ul><li>CSR campaign </li></ul><ul><li>In short: </li></ul><ul><li>Setup an online contest that gives away several prizes (including money!) to consumers and allows winners to automatically forward the same prize to charity organization of choice. </li></ul>
    • 35. Nike – Human Race <ul><li>In short: </li></ul><ul><li>In Argentina, you can follow the race live thanks to an innovative idea that transforms selected runners' comments into text messages which get automatically published online. </li></ul><ul><li>On top of the smart use of technology I also like the PR power of this initiative as among the live tweeters during the race there is also a journalist who already has a good amount of followers on Twitter. </li></ul>
    • 36. Burger King – One dollar campaign <ul><li>Assignment: </li></ul><ul><li>Promote new BK 1 dollar menu </li></ul><ul><li>In short: </li></ul><ul><li>By using augmented reality in the banner they creative interactive banners. User show 1 dollar to webcam and he can immediately see what he can gets for 1 dollar. </li></ul>TEST IT!
    • 37. What if outdoors could talk <ul><li>Jameson's (an irish whiskey) interactive-real-time-wall </li></ul>
    • 38. Burger King – Have it your way Try it!
    • 39. Cravendale is back (and still has something to say)
    • 40. Diesel helmet – Quique the head Try it!
    • 41. Prototype – Facebook connect <ul><li>Assignment: </li></ul><ul><li>Introduce a new game in a non-traditional way in digital space... </li></ul><ul><li>In short: </li></ul><ul><li>By using a Facebook connect application, the user will see a personalized video teaser for the game. Brand experience is so real. </li></ul>
    • 42. Carte Noire <ul><li>Assignment: Develop a promotion for Valentine´s Day </li></ul><ul><li>In short: On the website, the French singer Fabian helps you compose a love song for your object of desire. After you’re finished composing, Fabian performs the song in a video clip that can be sent. If the receiver guesses who her/his secret admirer is, both win a weekend to a spectacularly located hotel </li></ul>
    • 43. Pilsner Urquell – new website campaign <ul><li>Assignment: </li></ul><ul><li>Promote the new PU website with the most effective and fresh media channels </li></ul><ul><li>In short: </li></ul><ul><li>The agency made a new website and promoted it with a Facebook application and official PU page. People were invited to join the FB page and use the application to send a beer to a friend as a gift. Page also encouraged people to visit the new PU website </li></ul>
    • 44. Pilsner Urquell - Results <ul><li>More than 246,000 users tried and shared Facebook application </li></ul><ul><li>More than 46,000 active brand fans on Facebook </li></ul><ul><li>Conversion rate: More than 45% </li></ul>Back to index
    • 45. Peugeot 207 integrated campaign <ul><li>Assignment: </li></ul><ul><li>Peugeot launched a facelifted 207 model in September 2009. The client wanted to drive traffic to showrooms and build awareness of the new model. The quantitative challenge was set to generate at least 500 test drive orders and more than 200 new Peugeot newsletter subscribers. </li></ul><ul><li>In short: </li></ul><ul><li>Integrated campaign with TV, print and digital components all supported by a microsite and Facebook application at the heart of the communication. The campaign idea was “Forget your real age, you are young enough to have this car”. </li></ul><ul><li>Results: </li></ul><ul><li>More than 2,000 test drives, 150,000 active web visitors </li></ul><ul><li>www.nasedneteomladnete.cz </li></ul><ul><li>www.skutecnyvek.cz </li></ul>
    • 46. 3BIT – play and WIN! <ul><li>Assignment: </li></ul><ul><li>Introduce a special edition of a product called HOT </li></ul><ul><li>In short: </li></ul><ul><li>The agency created a simple competition – play a traditional game (Snake) and win. Microsite and Facebook application at the heart of the campaign. </li></ul>
    • 47. Fidorka – Valentine’s special edition <ul><li>Assignment: </li></ul><ul><li>Transform a traditional promo brief supporting a Fidorka limited Valentine’s edition, into an integrated campaign employing social media drivers </li></ul><ul><li>In short: </li></ul><ul><li>Create a unique digital platform allowing customers to send customized messages to friends, family and / or loved ones. </li></ul><ul><li>Focus on popular youth portals (DeM, blogs, banners) in order to build campaign momentum. </li></ul><ul><li>More than 100,000 visitors by end of campaign without big media campaign support. </li></ul>
    • 48. Pizza HUT - iPhone application <ul><li>Assignment: </li></ul><ul><li>What is the most modern and interactive way to order pizza? iPhone! </li></ul><ul><li>In short: </li></ul><ul><li>It really took so long having an app to configure and order your pizza from a mobile phone, which is kind of weird because in the US you even can order a pizza from TiVo. But last week, Pizza Hut launched this fantastic app, developed by IMC2 ,in which you can also play games while you wait for the pizza to arrive. </li></ul><ul><li>CLICK HERE </li></ul>
    • 49. Thank you! Jan Los, Business Development Director +420 724 639 047, jan.los@eurorscg.cz

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