Breaking New Ground in SoLoMo - closing keynote, iMedia brand summit 2010

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

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 Windows Live Profile TWITTER.COM* FRIENDSTER.COM TAGGED.COM LINKEDIN.COM MySpace MULTIPLY.COM Digg Inc. DEVIANTART.COM

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

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

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*

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

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.

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

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

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

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 India Indonesia South Korea Australia Philippines Malaysia Singapore New Zealand Taiwan Hong Kong Vietnam China

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 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

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

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

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 Indonesia South Korea Australia Philippines Malaysia Singapore New Zealand Taiwan Hong Kong Vietnam China

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 - Socialnomics

Listening well enough

Content…

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 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.

Thank You.

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Breaking New Ground in SoLoMo - closing keynote, iMedia brand summit 2010

by Innovize on Apr 22, 2010

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Breaking New Ground in SoLoMo - closing keynote, iMedia brand summit 2010 — Presentation Transcript