Digital Download        Session 1       8th March, 2011
Who am I?Dominique Hindhttp://dominiquehind.wordpress.comslideshare.net/domhind
Before we start....
Digital Quiz1. How many Australian’s access Facebook from their  mobile last month?         4,200,000 (10,200,000 from the...
Why are you here?1. Training to provide an insight into all things digital2. Get you comfortable dealing & talking about d...
What is Digital Download?• Duration:   7 wks              (6 training sessions & 1 pitch)• Time:       1.5hrs per session•...
What is covered in the 7 weeks?1. Introduction to Digital2. Customer journey: attract3. Customer journey: engage4. Custome...
What is the customer             journey?
What is the customer journey?Attract   Engage   Transact   Retain   Grow
What is the customer journey?  Attract          Engage          Transact       Retain      Grow     ATL      ATL          ...
Jargon time out!Any questions before we get started?
What this session is about?1. What is the   2. Australian’s                      4. Key Take Outs &                       ...
1. What is the Internet?1. What is the   2. Australian’s                                   3. Game Changers   4. Key Take ...
Look backwards to      look forward
Quick history of the Internet1969           1971                      1983                                        1989    ...
Quick history of the Internet            2000                     2000                                                 200...
Quick history of the Internet               2006                              2006                                        ...
the creatorThe first Browser       1990                      The first website                            1991Sir Tim Bern...
the first banner ad•  When:     October 1994•  Where:    HotWired•  Size:     468 x 60 pixels•  Client:   AT&T•  Copy:  Ha...
mobile stuff        computer stuffonline is                    search stuffinteractive                        digital     ...
Online                               advertising    Email                 Technology:                                     ...
What does a search engine do?•  A user perspective     Ask a question, get an answer•  A search engine perspective     Fin...
What is search?Searcher strategycombines natural & paid                          SEO                       SEM            ...
What is social marketing?CRM   +   PR   +   Value   =   Social
A social marketing consideration        Where does social marketing fit in a               marketing context?•  Consumers ...
Social Media in Australia                    Games                  BrandsCommunicate                  Politics           ...
Important Logos on your site ...
Print vs Web•  Mainstream                   •  Online     Images taken in before          Words taken in before    words  ...
Online                               advertising           Email                 Technology:                              ...
2. What are Australian’s doing online?      1. What is the   2. Australian’s                                         3. Ga...
Australian’s online in 2009 & 2010                                                              Of Australian            S...
!"#$%&(%")!%"$&(*!&+$%,(-(.+$%,(/010(
Australian’s eCommerce spend                                                               Australian’s                   ...
What are females doing online?1/3 check facebook before bathroom             Longer tail terms          Staying in touch w...
What are males doing online?                                              ers                               oth    gend me...
What’s happening by age group?16yrs                                                                                       ...
kids are growing up online• The top five online chores for 8-14 year olds:   • 38% share pictures & emails with relatives ...
Digital channels continue to grow  1970                    1990                                    2010 Newspapers        ...
Newspapers decreasing, Digital increasing
Multi-tasking is becoming the norm• 74% of Australian Internet users say that for at least  half the amount of time they a...
GIO: encouraging search on TVC                         r eady arch                  G IO al ng ‘se                        ...
Search results display content
What are we are doing on our mobile?Source: Nielsen Internet Technology Report, 2009 – 2010 (April 2010)
Australian Social Media                           0                                  8                                   1...
Australian Social Media     • Australia’s active SM population 70%     • Number 1 globally in SM time - 7:31hrs (vs 6:52 D...
Australian Social Media   nielsen	  -­‐	  social	  media	  report.	  Wave	  3:2009-­‐2010
Social Media & MobilePercentage of Australian Population - Access Social Media by Mobile Device           0%         7.5% ...
Twitter Popn. Activity - last 12 months                         53%                        54.75%                         ...
Social Media & Brands       0%   22.5%                  45%                                               67.5%   90%     ...
Social Media & Brands           % Brand Categories Followed in Social Media                    0%     5%                  ...
Social Media = a diet staple
Social Media = a diet staple
Social Buying
Important Facts• Official Company sites are being increasingly shunned by consumers in favour of Social Media brand sites•...
Important Facts• 25% of search engine results for the worlds top 20  brands are links from UGC or Social Media• 86% of AU ...
Jargon time out         Questions         Thoughts
Things you should know
What is the customer journey?Attract   Engage   Transact   Retain   Grow
What is the customer journey?  Attract          Engage          Transact       Retain      Grow     ATL      ATL          ...
What is the opportunity?Increased time       Increased brand       Personal data    online       =       intimacy      +  ...
What is the opportunity?  Increased time       Increased brand       Personal data      online       =       intimacy     ...
L ast            ay,  Th ursd ng          keti 5 8 mar        f my            1o  mai ls toe         cco unts     5a
Blu efly57   mai ls in e          011       ry 2 ly)   nua g onJa     tin(m arke
You need to think about this constantly       It is never a set & forget, it is an always on focus!
Group exercise
What would you do differently?• In your group, think about the following:  – Recent campaign that you worked on  – What di...
3. Game Changers                          Game changes: Google & Apple1. What is the   2. Australian’s                    ...
2 Black Swans in the digital world
1. GOOGLE DOMINATION
Google domination• Started in 2000 in a garage in Palo Alto CA• Mission to organise / classify the world’s information
Google domination• Started accepting advertising in 2002• Used Yahoo!’s ad technology to monetize users• Single minded foc...
Google domination• In AU Google’s Search Revenue > $1billion• 20% growth year-on-year• Australia has highest market-share ...
Google domination
Google domination
Google domination
Search in AU vs USGoogle         Yahoo       Google         Yahoo         Bing 9%                                    12%  ...
2. STEVE JOBS & APPLE
Apple rebirth• Founded Apple in late 1970’s• Sent into exile 1985• Returned in 1996• Reinstated as CEO 1997• 1997 forward ...
A rebel with a cause...“I want to put ading in theuniverse....”                   “...Why join the                   navy ...
Apple rebirth• Steve Jobs (PERSONALLY) fundamental changed  human behaviour:  • Computing  • Entertainment - Music, Video,...
Snubbed their nose at Industry     “I want to put a     ding in the     universe....”
Reinvented the Computer“I want to put ading in theuniverse....”                   “...Why join the                   navy ...
Inspired a Generation(al change)      “I want to put a      ding in the      universe....”                         “...Why...
Reinvented Communication “I want to put a ding in the universe....”                    “...Why join the                   ...
Created a Market Place“I want to put ading in theuniverse....”                   “...Why join the                   navy i...
INSPIRED OTHERS
RedLaser: Best price finder              ges the       C han ping          s hop nce!           xpe rie         e
USAA: iPhone cheque deposit                 ogy              nol g         Tech cin          ad van g            ban kin
SquareUp: eCommerce on the go                      the                  ome               bec s            ple iler       ...
CommBank: Virtual Property Guide                     vate not                  Pri n is                    atio e!        ...
Qantas: Check in on the go              ase           cre ce &        In            nien r        nve me     co     sto   ...
4. What are the key take outs?                                                      Summary1. What is the   2. Australian’...
What are the key take outs?1.   Digital is dominating consumers time, but not with 100% attention2.   Google is the remote...
What are the key take outs?          tal                 igi tal    D igi      to          D         rd,            ou    ...
Jargon time out         Questions         Thoughts
Weekly homework       NO EXCUSES!
Week 1 homework• Find at least one interesting advertising/interactive  blog & subscribe to it via a blog aggregator/reade...
LOUD Training Blog                                    s. com                             dp res                      g.w o...
Your Pitch Presentation             Get started now
What is the background?• There is a new online savings product launching for a  client you are going after• They have a $7...
What you need to do?• You need to:  – Identify the audience  – Understand what they are doing online & where they    are g...
What you need to do?• How will you be judged?  – 15min presentation to get across your thinking &    recommendations  – Pr...
Jargon time out         Questions         Thoughts
Thank you  Want to talk more? Drop me a line:                Dominique Hindhttp://dominiquehind.wordpress.com    e: domini...
LOUD - Digital Download - Week 1
LOUD - Digital Download - Week 1
LOUD - Digital Download - Week 1
LOUD - Digital Download - Week 1
LOUD - Digital Download - Week 1
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LOUD - Digital Download - Week 1

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This presentation is the first session of the 7 week Digital Download training course run and presented by Dominique Hind.

It gives an introduction to digital, important things to know and the pitch requirements.

If you need any additional information on this presentation, please contact: dominique@withcollective.com

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Transcript of "LOUD - Digital Download - Week 1"

  1. 1. Digital Download Session 1 8th March, 2011
  2. 2. Who am I?Dominique Hindhttp://dominiquehind.wordpress.comslideshare.net/domhind
  3. 3. Before we start....
  4. 4. Digital Quiz1. How many Australian’s access Facebook from their mobile last month? 4,200,000 (10,200,000 from the web, 25mins a day)2. What was the most popular search term in 2010? Chatroulett, iPad Justin Bieber3. How many searches do consumers do before buying insurance? 6.5 searches
  5. 5. Why are you here?1. Training to provide an insight into all things digital2. Get you comfortable dealing & talking about digital executions & solutions ITAL D IG AD LO DO WN
  6. 6. What is Digital Download?• Duration: 7 wks (6 training sessions & 1 pitch)• Time: 1.5hrs per session• Homework: 15 - 30mins per session wor k is H o me ry - lso co mpu NO NS! EP TIO EXC
  7. 7. What is covered in the 7 weeks?1. Introduction to Digital2. Customer journey: attract3. Customer journey: engage4. Customer journey: transact/participate5. Customer journey: retain6. Customer journey: grow & Summary f to stuf t of but7. Summary & pitch A lo er, co v esti ons e qu ut! we lcom gho th rou
  8. 8. What is the customer journey?
  9. 9. What is the customer journey?Attract Engage Transact Retain Grow
  10. 10. What is the customer journey? Attract Engage Transact Retain Grow ATL ATL Microsite Microsite Shop online Shop online DM DM DM DM POS POS Landing page Landing page Register Register eDM eDM eDM eDM Online (social, Online (social, Website Website eDM sign-up eDM sign-up Call Call Call Call search, ads) search, ads) Call centre Call centre Call centre Call centreCRM (DM & eDM)CRM (DM & eDM) In-store In-store In-store In-store Microsite Microsite Microsite Microsite WOM (referral) WOM (referral) In-branch In-branch In-branch In-branch Website Website Website Website
  11. 11. Jargon time out!Any questions before we get started?
  12. 12. What this session is about?1. What is the 2. Australian’s 4. Key Take Outs & 3. Game Changers Internet? Online Habits Pitch Task 10 mins 20 mins 20 mins 15 mins + s tion 15 mins group ues Q med , w elco out ough o have thr als bu t we time at s ome end the
  13. 13. 1. What is the Internet?1. What is the 2. Australian’s 3. Game Changers 4. Key Take Outs Internet? Online Habits
  14. 14. Look backwards to look forward
  15. 15. Quick history of the Internet1969 1971 1983 1989 1990 1990Internet First First WWW DSL Internetwas Born eMail Mobile Born Born on Phone 1993 China’s 1994/95 1994 1997/98 1998 Golden Yahoo! First 1995 CD’s Napster Shield Banner eBay Sold Sold “Oh  My  God  What  Happened  and  What  Should  I  Do?-­‐  Innova9ve  Thunder
  16. 16. Quick history of the Internet 2000 2000 20001998 2001 2001 Google File .ComGoogle iTunes iPod Ads Sharing Bubble 2003 2003 2004 2004 2005 MySpace Skype UTMS Facebook Murdoch High buys Speed MySpace Mobile $580M Web “Oh  My  God  What  Happened  and  What  Should  I  Do?-­‐  Innova9ve  Thunder
  17. 17. Quick history of the Internet 2006 2006 20062005 2006 2007 Google Online YouTubeYouTube Tweeting Google buys Travel Opens up Books YouTube et is In tern ly ons tant nge - c cha erg oing nt to 2008 und mporta it! t’s i 2007 i p of 2010 on to iPhone & 1/8 iTouch Married 2009 Dell Sells stay Couples met $6M via online in Twitter USA “Oh  My  God  What  Happened  and  What  Should  I  Do?-­‐  Innova9ve  Thunder
  18. 18. the creatorThe first Browser 1990 The first website 1991Sir Tim Berners-Lee
  19. 19. the first banner ad•  When: October 1994•  Where: HotWired•  Size: 468 x 60 pixels•  Client: AT&T•  Copy: Have you ever clicked your mouse right here? You will.
  20. 20. mobile stuff computer stuffonline is search stuffinteractive digital it
  21. 21. Online advertising Email Technology: Marketing RSS Mobile Application marketingDevelopment Social WebsitesNetworks Online Content: Blogsaudio, visual, video Online PR Viral Search Engine Strategy
  22. 22. What does a search engine do?•  A user perspective  Ask a question, get an answer•  A search engine perspective  Find all the answers  Give you the best ones…RANKED  Measure the human interaction with it’s logic If you are not the answer, someone else is
  23. 23. What is search?Searcher strategycombines natural & paid SEO SEM search engine optimisation search engine marketing (natural) (paid) Products Brand Offers Retailers
  24. 24. What is social marketing?CRM + PR + Value = Social
  25. 25. A social marketing consideration Where does social marketing fit in a marketing context?•  Consumers expect to see commercial messaging on portals & sites.•  BUT on social network sites, without relevance & context, it has the ability to possibly devalue & detract from a brands relevance, stature & esteem.
  26. 26. Social Media in Australia Games BrandsCommunicate Politics Friends & Networks Social FamilyMobile Geography Music Sport Social Causes
  27. 27. Important Logos on your site ...
  28. 28. Print vs Web•  Mainstream •  Online  Images taken in before  Words taken in before words images  Logo, bottom right  Logo, top left  Designed for freshness  Designed for familiarity  Interrupts their life  Visitor chooses to interrupt their life  Trying to make money  Trying to save money TURN EVERYTHING YOU KNOW ON IT S HEAD
  29. 29. Online advertising Email Technology: Marketing RSS Mobile Application marketingDevelopment Social WebsitesNetworks Online ouc hed T Blogs - few Content:audio, visual, yo na video flOnline PR e more brie plor ll ex ext few Viral Search Engine wi Strategy i nt he n s w eek
  30. 30. 2. What are Australian’s doing online? 1. What is the 2. Australian’s 3. Game Changers 4. Key Take Outs Internet? Online Habits
  31. 31. Australian’s online in 2009 & 2010 Of Australian Spent online every 84% Of Australians are online 98% internet users 17.6 week, by the average have home broadband hrs Australian internet user Have used a Of video uploaded to 36% mobile to access 96% Have made a purchase online 20 YouTube every the internetNielsen Online Internet and Technology Report 2009-10 hrs minute
  32. 32. !"#$%&(%")!%"$&(*!&+$%,(-(.+$%,(/010(
  33. 33. Australian’s eCommerce spend Australian’s eCommerce Australian’s spend in eCommerce 2012 spend in 2009 $33.8 billion* $18.5 billionSource: eMarketer Australian Online Report, April 2010 & Source: eCommerceReport.com.auNielsen Internet Technology Report, 2009 – 2010 (April 2010)
  34. 34. What are females doing online?1/3 check facebook before bathroom Longer tail terms Staying in touch with family & friends 25mins on facebook a day More specific & more queries Enquiring about products Convert from trusted brand terms Digital advocacy & trusting opinions
  35. 35. What are males doing online? ers oth gend me - B e sa for m th ne.Streaming videos & erGeneric termsff li p Fewer searchers Sport is key early in the week & downtime activity n &o on weekends Lando review sites at Influenced, but make their own decision
  36. 36. What’s happening by age group?16yrs 50yrs+ es & ting ll ag get DOWNTIME FUNCTIONAL Social networking A Travel Instant Messenger are re Government Downloading ders & mo gen ore Paying bills m able g fort tin m co98% nica 98% u 99% mm line. COMMUNICATION CHANNELS co 89% n 97% o 90% 91% 83% 62% 81% 74% 52% 76% 51% 43% 61% 49% 24%
  37. 37. kids are growing up online• The top five online chores for 8-14 year olds: • 38% share pictures & emails with relatives • 38% get movie listings • 36% invitations & party planning stuff • 36% plan vacations/travel • 35% get driving directions • 14% helped their parentsyprepare their income tax Re all return for ant g or t imp arketin a ll m ving mo rd. fo rwa
  38. 38. Digital channels continue to grow 1970 1990 2010 Newspapers Newspapers Newspapers Podcasts Broadcast TV Broadcast TV Magazines Download Movies Magazines Magazines Broadcast TV PC Video GamesBroadcast Radio Broadcast Radio Cable TV Blogs Eight Track Cassette Tapes Radio Online Video Walkman M ore me CD Player Mobile Video VCR els , sa Personal Computer MMORP Games ch Cable TVann eting ark ts Satellite Television Instant Messaging m Personal Computer ge Internet Tivo bud Console Video Games DVD Players Slingbox PC Video Games Satellite Radio iPod MP3 Players Mobile Internet SMS Console Video Games Email Mobile Games Mobile Phone Social Networks
  39. 39. Newspapers decreasing, Digital increasing
  40. 40. Multi-tasking is becoming the norm• 74% of Australian Internet users say that for at least half the amount of time they are online at home, they also have the television on. ided ne - Div onli e rem C mbe r e eopl a TV tion ’s an p % of RL on tten ere 2 to a h so t ity to c atch aU r i e dr L ven ple a to AT tun in an por ple f peo , due 7% o arch op 6 ess) p eo ay. se & Pr agi ng w (TV eng Source: ninemsn Media Usage Study 2009
  41. 41. GIO: encouraging search on TVC r eady arch G IO al ng ‘se i p orat TVC & i ncor ’ into box ess ads pr
  42. 42. Search results display content
  43. 43. What are we are doing on our mobile?Source: Nielsen Internet Technology Report, 2009 – 2010 (April 2010)
  44. 44. Australian Social Media 0 8 15 23 30 Australian Population 21 Internet Population 17 79.6%Social Media Population 10 61% nielsen  -­‐  social  media  report.  Wave  3:2009-­‐2010
  45. 45. Australian Social Media • Australia’s active SM population 70% • Number 1 globally in SM time - 7:31hrs (vs 6:52 Dec ’09) • Number 1 in Facebook - 8:19 hrs (vs 3:05 Dec ’09) ins y 5 m ball 4. lo in G1 neo nli nielsen  -­‐  social  media  report.  Wave  3:2009-­‐2010
  46. 46. Australian Social Media nielsen  -­‐  social  media  report.  Wave  3:2009-­‐2010
  47. 47. Social Media & MobilePercentage of Australian Population - Access Social Media by Mobile Device 0% 7.5% 15% 22.5% 30% 2007 6% 100% Year on Year 2008 13% Growth 2009 26% nielsen  -­‐  social  media  report.  Wave  3:2009-­‐2010
  48. 48. Twitter Popn. Activity - last 12 months 53% 54.75% 56.5% 58.25% 60% Followed a Brand 54% Criticised a Brand 59%Recommended a Brand 56% a re 6% bile 1 o M ers nielsen  -­‐  social  media  report.  Wave  3:2009-­‐2010 U s
  49. 49. Social Media & Brands 0% 22.5% 45% 67.5% 90% 34%2009 45% 86% Followed a Brand via SM Published an opinion on a Brand Read an opinion about a Brand nielsen  -­‐  social  media  report.  Wave  3:2009-­‐2010
  50. 50. Social Media & Brands % Brand Categories Followed in Social Media 0% 5% 10% 15% 20%Retail / Fashion 18% FMCG 14% Charities 11%Political Parties 9% Retail Banks 0.01% nielsen  -­‐  social  media  report.  Wave  3:2009-­‐2010
  51. 51. Social Media = a diet staple
  52. 52. Social Media = a diet staple
  53. 53. Social Buying
  54. 54. Important Facts• Official Company sites are being increasingly shunned by consumers in favour of Social Media brand sites• Video on an official company site is an exception• 45% of consumers who viewed a video on company site bought product (vs 40% who read text only) an ns um tio ) H ac ne t er onli n nt n i e ta v or (e imp a re
  55. 55. Important Facts• 25% of search engine results for the worlds top 20 brands are links from UGC or Social Media• 86% of AU Internet users turned to other consumer opinions about brands / products / services• 38% of AU Internet users interacted with a brand via Social Media• 34% of AU Internet users followed / joined a brand is ch 1 ar er Se b fter um y, a n it tiv bra n nd s ac M tio S rac in te nielsen  -­‐  social  media  report.  Wave  3:2009-­‐2010
  56. 56. Jargon time out Questions Thoughts
  57. 57. Things you should know
  58. 58. What is the customer journey?Attract Engage Transact Retain Grow
  59. 59. What is the customer journey? Attract Engage Transact Retain Grow ATL ATL Microsite Microsite Shop online Shop online DM DM DM DM POS POS Landing page Landing page Register Register eDM eDM eDM eDM Online (social, Online (social, Website Website eDM sign-up eDM sign-up Call Call Call Call search, ads) search, ads) Call centre Call centre Call centre Call centreCRM (DM & eDM)CRM (DM & eDM) In-store In-store In-store In-store Microsite Microsite Microsite Microsite WOM (referral) WOM (referral) In-branch In-branch In-branch In-branch Website Website Website Website
  60. 60. What is the opportunity?Increased time Increased brand Personal data online = intimacy + capture
  61. 61. What is the opportunity? Increased time Increased brand Personal data online = intimacy + capture• Downside to this is increased consumer blindness to personalised emails.
  62. 62. L ast ay, Th ursd ng keti 5 8 mar f my 1o mai ls toe cco unts 5a
  63. 63. Blu efly57 mai ls in e 011 ry 2 ly) nua g onJa tin(m arke
  64. 64. You need to think about this constantly It is never a set & forget, it is an always on focus!
  65. 65. Group exercise
  66. 66. What would you do differently?• In your group, think about the following: – Recent campaign that you worked on – What digital was included? – What digital should have been included? – What would you do differently if you received the brief today?
  67. 67. 3. Game Changers Game changes: Google & Apple1. What is the 2. Australian’s 3. Game Changers 4. Key Take Outs Internet? Online Habits
  68. 68. 2 Black Swans in the digital world
  69. 69. 1. GOOGLE DOMINATION
  70. 70. Google domination• Started in 2000 in a garage in Palo Alto CA• Mission to organise / classify the world’s information
  71. 71. Google domination• Started accepting advertising in 2002• Used Yahoo!’s ad technology to monetize users• Single minded focus = consumer & user experience• 2009 Revenue of circa $27 billion• 2009 Net Income of circa $8 billion• In 8yrs = world’s largest media company
  72. 72. Google domination• In AU Google’s Search Revenue > $1billion• 20% growth year-on-year• Australia has highest market-share globally• Dominated by Financial Services, Travel, IT&T• Most competitive vertical - Credit Cards
  73. 73. Google domination
  74. 74. Google domination
  75. 75. Google domination
  76. 76. Search in AU vs USGoogle Yahoo Google Yahoo Bing 9% 12% 19% 69% 91%
  77. 77. 2. STEVE JOBS & APPLE
  78. 78. Apple rebirth• Founded Apple in late 1970’s• Sent into exile 1985• Returned in 1996• Reinstated as CEO 1997• 1997 forward has had an un-compromised vision to dominate the industry• Has led thinking, product, innovation ever since
  79. 79. A rebel with a cause...“I want to put ading in theuniverse....” “...Why join the navy if you can be a pirate?....”
  80. 80. Apple rebirth• Steve Jobs (PERSONALLY) fundamental changed human behaviour: • Computing • Entertainment - Music, Video, TV • Mobility • Communications & Advertising • Speed of Knowledge Ubiquitous computing regardless of device or location
  81. 81. Snubbed their nose at Industry “I want to put a ding in the universe....”
  82. 82. Reinvented the Computer“I want to put ading in theuniverse....” “...Why join the navy if you can be a pirate?....”
  83. 83. Inspired a Generation(al change) “I want to put a ding in the universe....” “...Why join the navy if you can be a pirate?....”
  84. 84. Reinvented Communication “I want to put a ding in the universe....” “...Why join the navy if you can be a pirate?....”
  85. 85. Created a Market Place“I want to put ading in theuniverse....” “...Why join the navy if you can be a pirate?....”
  86. 86. INSPIRED OTHERS
  87. 87. RedLaser: Best price finder ges the C han ping s hop nce! xpe rie e
  88. 88. USAA: iPhone cheque deposit ogy nol g Tech cin ad van g ban kin
  89. 89. SquareUp: eCommerce on the go the ome bec s ple iler Peo reta
  90. 90. CommBank: Virtual Property Guide vate not Pri n is atio e! in form rivat so p
  91. 91. Qantas: Check in on the go ase cre ce & In nien r nve me co sto cu nce exp erie
  92. 92. 4. What are the key take outs? Summary1. What is the 2. Australian’s 3. Game Changers 4. Key Take Outs Internet? Online Habits
  93. 93. What are the key take outs?1. Digital is dominating consumers time, but not with 100% attention2. Google is the remote control to the Internet – Content is more than just words3. Consumers are different – Men search broad & make their own decision – nt Women are specific & trust the judgment of others sta nge – Younger downtime, older functional C on4. Involving the consumers enhances theirge, cha experience c h an nge technology & c ha5. Innovation can come from operational efficiencies, product or
  94. 94. What are the key take outs? tal igi tal D igi to D rd, ou s y e in n’t ha toal low r to is ne ed ou r & ju stdi p y ate y ou few n a gs ew n le ar th t hin lear n ew
  95. 95. Jargon time out Questions Thoughts
  96. 96. Weekly homework NO EXCUSES!
  97. 97. Week 1 homework• Find at least one interesting advertising/interactive blog & subscribe to it via a blog aggregator/reader (Google Reader, Bloglines, Page Flakes, etc)• Submit the blog & it’s link to the LOUD Training blog• Find a blog that might be relevant to your client’s industry & subscribe to that too• Submit the blog & it’s link to the LOUD rk is w o Training blog. H o me ry - lso co mpu NO NS! EP TIO EXC
  98. 98. LOUD Training Blog s. com dp res g.w or tr ainin /loudh tt p:/
  99. 99. Your Pitch Presentation Get started now
  100. 100. What is the background?• There is a new online savings product launching for a client you are going after• They have a $750,000 online only budget for the initial launch & 12 months to spend• There is a separate budget for offline activity, but it isn’t that much• They want to achieve the following objectives: – Open 300 accounts a week – Get a database of prospective clients - 25,000 within the first 6mths – Become visible & known for the product
  101. 101. What you need to do?• You need to: – Identify the audience – Understand what they are doing online & where they are going to – Put together a plan for the launch & then ongoing communications for 12 months – Identify how you are going to meet the objectives – Put together a plan for tracking & continuous improvement
  102. 102. What you need to do?• How will you be judged? – 15min presentation to get across your thinking & recommendations – Present to a panel of judges (3) – Answer any questions at the end test will ng & his nki T thi within y our dge wle ace - kno e sp th IT LL OF A
  103. 103. Jargon time out Questions Thoughts
  104. 104. Thank you Want to talk more? Drop me a line: Dominique Hindhttp://dominiquehind.wordpress.com e: dominique@withcollective.com m: 0403 300 015

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