Breaking New Ground
iMedia Brand Summit 2010
Closing Keynote
                   Mike Langton
                   Innovize.
Ran embedded video

http://www.youtube.com/watch?v=sIFYPQjYhv8
1. The Graph

2. The Mobile Arms Race

3. The Most Powerful Medium

4. Convergence 3.0

5. Brand Marketer Challenges
1.

The Graph
Destination Web   Social Web

Specific Sites    Our Network
Destination Web   Social Web

Specific Sites    Our Network
The rise of the
 Social Graph
Social Media =The Graph.
Algorithms
     +
  Filters
Who will be doing your filtering?
2.

Mobile
Convergence   your TV?
Convergence   your smartphone!
79%




      51%


      49%




21%
Smartphones sales SG last 6 mths?
70 – 80% of all handset sales
That’s 4 Billion
…and we do more than play games
Do you check or update
    Facebook, Twitter
1st thing in the morning?
Mobile drives social media

Social media drives mobile
Social Media by Market in Asia

    Data by ComScore April 2010
Singapore
Total Unique Visitors (000)
                     2,321,000

                                 FACEBOOK.COM
      ...
China
                           102,518,000
Total Uni que Vi si tor s (000)




                                         ...
India
Total Unique Visitors (000)
                     25,870,000

                                  ORKUT
               ...
Vietnam
Total Unique Visitors (000)
                     3,098,000

                                 FACEBOOK.COM
        ...
Malaysia
Total Unique Visitors (000)
                    8,054,000

                                FACEBOOK.COM
         ...
Indonesia
Total Unique Visitors (000)
                     5,965,000

                                 FACEBOOK.COM
      ...
Philippines
Total Unique Visitors (000)
                    3,980,000

                                FACEBOOK.COM
      ...
South Korea
Total Unique Visitors (000)
                     19,032,000

                                  CyWorld
       ...
Japan
Total Unique Visitors (000)
                     31,959,000

                                  MIXI.JP
             ...
Thank you ComScore
Now there’s this
The Arms Race
  The Deluge
The Opportunity
“…throughout the iPhone community that’s 1 billion ad impressions a day.”
Ran edited version of Steve Jobs’
 iAd “Tentpole” Announcement
  http://events.apple.com.edgesuite.net/1004fk8d5gt/event/
Twitter Apac
Total unique visitors '000
                       17,825,000   Japan
                                    Indi...
Interruption offends
Interruption offends
Mobile phones are “intimate”
Who develops all those apps?
Who will be building your apps?
3.

Most Powerful Medium on Earth
Ran embedded video

http://www.youtube.com/watch?v=5YGc4zOqozo
Who do you trust?
Word Of Mouth and iWOM
Caution:
90% of WOM is still F2F or Phone
The most important thing to do…
Listen.
There’s a lot of chatter going on
Nike & Tiger Woods
Sentiment from 24 Nov ’09 to 6th March ‘10
                                                        20-01-2010 Nike
       ...
Enterprise - LSE
• 1% rise in positive word-of-mouth
  advocacy led to £8.8m in extra sales

• 1% reduction in negative wo...
Who do you talk to?

1. People who don’t love you

2. People who do love you

3. People who don’t love your competitors

4...
The “Net Promoter” score.
“would you recommend our
service to a friend or colleague?”
The “Net Promoter” score.
Who does your listening?
Who advises you on your response?
4.

Convergence 3.0
FOURSQUARE
Total Unique Visitors 172,000
                      (000)     Japan
                                India
     ...
Retail       SM iWOM



         Mobile
5.

Brand Marketer’s Challenges.
Engagement Strategy
Successful companies in SM behave
    more like Dale Carnegie
    less like  David Ogilvy
                 Erik Qualman - ...
Listening well enough
Content…
Ad / digital agencies?

   Expertsourced?

  Crowdsourced?

  User generated?

Specialist companies?
Ad / digital agencies?

   Expertsourced?

  Crowdsourced?

  User generated?

Specialist companies?
Content Strategist
 Content Planner
  Content Buyer
Procurement Vs. Entrepreneurship
Summing Up
• The Social Graph - who will filter it for your purposes?

• Mobile ads will boom - be considerate.

• Word of...
Thank You.
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
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Breaking New Ground in SoLoMo - closing keynote, iMedia brand summit 2010

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New challenges facing Brand Marketers in Social Media.

Social Graph
Mobile Arms Race incl iAd
Location incl Foursquare
iWOM + WOM
Social Media Tracking
Entrepreneurship vs procurement thinking.

Presented at the iMedia Brand Summit 2010.

Published in: Social Media
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Breaking New Ground in SoLoMo - closing keynote, iMedia brand summit 2010

  1. 1. Breaking New Ground iMedia Brand Summit 2010 Closing Keynote Mike Langton Innovize.
  2. 2. Ran embedded video http://www.youtube.com/watch?v=sIFYPQjYhv8
  3. 3. 1. The Graph 2. The Mobile Arms Race 3. The Most Powerful Medium 4. Convergence 3.0 5. Brand Marketer Challenges
  4. 4. 1. The Graph
  5. 5. Destination Web Social Web Specific Sites Our Network
  6. 6. Destination Web Social Web Specific Sites Our Network
  7. 7. The rise of the Social Graph
  8. 8. Social Media =The Graph.
  9. 9. Algorithms + Filters
  10. 10. Who will be doing your filtering?
  11. 11. 2. Mobile
  12. 12. Convergence your TV?
  13. 13. Convergence your smartphone!
  14. 14. 79% 51% 49% 21%
  15. 15. Smartphones sales SG last 6 mths?
  16. 16. 70 – 80% of all handset sales
  17. 17. That’s 4 Billion
  18. 18. …and we do more than play games
  19. 19. Do you check or update Facebook, Twitter 1st thing in the morning?
  20. 20. Mobile drives social media Social media drives mobile
  21. 21. Social Media by Market in Asia Data by ComScore April 2010
  22. 22. Singapore Total Unique Visitors (000) 2,321,000 FACEBOOK.COM Windows Live Profile TWITTER.COM* FRIENDSTER.COM TAGGED.COM LINKEDIN.COM MySpace MULTIPLY.COM Digg Inc. DEVIANTART.COM
  23. 23. China 102,518,000 Total Uni que Vi si tor s (000) Bai du Space QQ.COM Al umni RENREN.COM KAIXIN001.COM QQ.COM Mi ni Wor l d 51.COM KAIXIN.COM Wi ndows Li ve Pr of i l e QJY168.COM MySpace
  24. 24. India Total Unique Visitors (000) 25,870,000 ORKUT FACEBOOK.COM SULEKHA.COM IBIBO.COM BHARATSTUDT ZEDGE.NET TWITTER.COM* LINKEDIN.COM HI5.COM DIPITY.COM
  25. 25. Vietnam Total Unique Visitors (000) 3,098,000 FACEBOOK.COM TAMTAY.VN 1280.COM MULTIPLY.COM MySpace HI5.COM CyWorld MYBOOKFACE.NET SCRIBD.COM TWITTER.COM*
  26. 26. Malaysia Total Unique Visitors (000) 8,054,000 FACEBOOK.COM MySpace FRIENDSTER.COM TAGGED.COM Windows Live Profile TWITTER.COM* MULTIPLY.COM SCRIBD.COM WRETCH.CC ZEDGE.NET
  27. 27. Indonesia Total Unique Visitors (000) 5,965,000 FACEBOOK.COM MULTIPLY.COM TWITTER.COM* FRIENDSTER.COM SCRIBD.COM Yahoo! Meme MySpace TAGGED.COM DEVIANTART.COM Digg Inc.
  28. 28. Philippines Total Unique Visitors (000) 3,980,000 FACEBOOK.COM FRIENDSTER.COM MULTIPLY.COM TWITTER.COM* MySpace TAGGED.COM Yahoo! Meme DEVIANTART.COM ZEDGE.NET FORMSPRING.ME
  29. 29. South Korea Total Unique Visitors (000) 19,032,000 CyWorld Nate.com Flying FACEBOOK.COM TWITTER.COM* Windows Live Prof Paran.com Club HI5.COM MySpace Mail.Ru - My World FRIENDSTER.COM
  30. 30. Japan Total Unique Visitors (000) 31,959,000 MIXI.JP TWITTER.COM* FACEBOOK.COM LOCOCOM.JP Hatena - Bookmark SPYSEE.JP MySpace Windows Live Profile Gree MBGA.JP
  31. 31. Thank you ComScore
  32. 32. Now there’s this
  33. 33. The Arms Race The Deluge The Opportunity
  34. 34. “…throughout the iPhone community that’s 1 billion ad impressions a day.”
  35. 35. Ran edited version of Steve Jobs’ iAd “Tentpole” Announcement http://events.apple.com.edgesuite.net/1004fk8d5gt/event/
  36. 36. Twitter Apac Total unique visitors '000 17,825,000 Japan India Indonesia South Korea Australia Philippines Malaysia Singapore New Zealand Taiwan Hong Kong Vietnam China
  37. 37. Interruption offends
  38. 38. Interruption offends Mobile phones are “intimate”
  39. 39. Who develops all those apps?
  40. 40. Who will be building your apps?
  41. 41. 3. Most Powerful Medium on Earth
  42. 42. Ran embedded video http://www.youtube.com/watch?v=5YGc4zOqozo
  43. 43. Who do you trust?
  44. 44. Word Of Mouth and iWOM
  45. 45. Caution: 90% of WOM is still F2F or Phone
  46. 46. The most important thing to do…
  47. 47. Listen.
  48. 48. There’s a lot of chatter going on
  49. 49. Nike & Tiger Woods
  50. 50. Sentiment from 24 Nov ’09 to 6th March ‘10 20-01-2010 Nike Launches New Golf Club line Sentiment drop on 20 Jan 2010 - Very Negative sentiments were observed in buzz related to launch of the new Nike Golf Club Line, without Tiger Woods. Insight for Brand Owner : Nike Golf’s image is closely interlinked with Tiger Woods and his endorsement is still needed despite the sex scandal
  51. 51. Enterprise - LSE • 1% rise in positive word-of-mouth advocacy led to £8.8m in extra sales • 1% reduction in negative word-of-mouth led to £24.8m in extra sales
  52. 52. Who do you talk to? 1. People who don’t love you 2. People who do love you 3. People who don’t love your competitors 4. People who love your competitors
  53. 53. The “Net Promoter” score.
  54. 54. “would you recommend our service to a friend or colleague?”
  55. 55. The “Net Promoter” score.
  56. 56. Who does your listening?
  57. 57. Who advises you on your response?
  58. 58. 4. Convergence 3.0
  59. 59. FOURSQUARE Total Unique Visitors 172,000 (000) Japan India Indonesia South Korea Australia Philippines Malaysia Singapore New Zealand Taiwan Hong Kong Vietnam China
  60. 60. Retail SM iWOM Mobile
  61. 61. 5. Brand Marketer’s Challenges.
  62. 62. Engagement Strategy
  63. 63. Successful companies in SM behave more like Dale Carnegie less like David Ogilvy Erik Qualman - Socialnomics
  64. 64. Listening well enough
  65. 65. Content…
  66. 66. Ad / digital agencies? Expertsourced? Crowdsourced? User generated? Specialist companies?
  67. 67. Ad / digital agencies? Expertsourced? Crowdsourced? User generated? Specialist companies?
  68. 68. Content Strategist Content Planner Content Buyer
  69. 69. Procurement Vs. Entrepreneurship
  70. 70. Summing Up • The Social Graph - who will filter it for your purposes? • Mobile ads will boom - be considerate. • Word of Mouth is Powerful - Use Online + OTG • Location Power = Mobile + Retail + Social Media • Engagement & content - why, how, what, where from? • Make sure Procurement is trained & on-side.
  71. 71. Thank You.

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