V4 ypo   january 2013 (santa barbara)
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  • 1. Marketing in Today’s Open & Social WorldMark SusterYPO – January 2013@msuster
  • 2.  Ex software developer (‘91)  BuildOnline (’99)  Koral / Salesforce.comBoth Sides Of The Table (’05)  VC at GRP Partners (‘07)
  • 3. The Marketing Landscape Changes Very Quickly These Days. Pre Web 95 - 2007 08 - Now 10 - Now Future Mobile, Who Offline Online Social Video, Knows? Images • TV • Display • FB Ads • Pre-roll • Print • Email • FB Likes • Overlays • Radio • SEO • Twitter • Brand Integration • SEM • FB Timeline • CPI
  • 4. What IS Clear Pace of change will accelerate All marketing is becoming digital or being supported by digital measurement You need to be metrics driven & test a lot You need to monitor emerging trends & experiment (saying it’s for the younger generation is no longer an excuse)
  • 5. A Quick Primer on Social Networks
  • 6. In the 80’s there were already “social networks” but they weren’t open.
  • 7. In the 90’s AOL bridged the gap between pre- Internet & Internet with a Walled Garden
  • 8. Web 1.0 made it easier to have personal pages on “the web” (e.g. not AOL). But publishing was one way
  • 9. Web 2.0 was born: 2-way communications and easier to publish multimedia Blogging Photos Video
  • 10. Facebook won the war for broad-based social networking in 2008 & has since gone mainstream.
  • 11. Twitter is really a totally differentparadigm. Twitter makes things “open”  Asymmetric  Public  Limited characters; thus  Link-sharing platform
  • 12. Twitter is a much more pervasive business tool than people comprehend Marketing channel News reader Instant messaging Data mine Customer service Dept
  • 13. And we all know that social is going mobile
  • 14. All of the major networks are battling for primacy of your time. Open, Business Broad Based Media Centric Networking Networks Wants to be your  Digital resume  Your portal to the “second screen” TV web  Industry networking Our unique online  Communications,  Sales & marketing persona / next entertainment tool generation email  Longer-term: address payments
  • 15. Quick View of the Future
  • 16. 1. We’re going from a Social Graph to an Interest Graph.Who You Know What You Like
  • 17. 2. From Closed to Open DataTimeline Your “Open Graph” & Tweets That Friends See Anybody Can See
  • 18. 3. From Web to MobileWeb Browsers Mobile Apps  Location aware  Personal device  Bottom end of sales funnel  Smaller form factor
  • 19. 4. From Text to Images to VideoYesterday - Today – Image Tomorrow - Texting Sharing Video
  • 20. What will this all mean: • for you? • for marketing?
  • 21. The First Version of Online Marketing Was Buying Banner Ads – sold like print as CPMs Banner Skyscraper
  • 22. But People Don’t Pay Attention to the Banners Banner Skyscraper 99% of User Attention
  • 23. Jakob Neilsen eye-tracking has confirmed this: click through rates (CTR) = 0.08%
  • 24. Search Next Came “Sponsored Search” – 80+% of All Term Internet Advertising $ 1. Intent- Based Ads2. Organic Result
  • 25. Monetizable With any monetizable search term Google becomes a prettySearch Term hostile place for users & expensive for advertisers 1. Intent- Based Ads 3. GoogleComparison Shopping2. Organic Results
  • 26. The Power of Google is Precisely That They Drove Such a High Percentage of Most Sites’ Traffic 1999 2005 10% 7.5% 7.5% 15% 30% 20% 75% 30%
  • 27. But Google Became Vulnerable to Social Networking & Why You Need to Pay Attention to Social 2005 20137.5% 5%7.5% 5%30% 30% + 20%20% 15%30% 20%
  • 28. And Then It All Changes Again ;-) • Mobile • Video
  • 29. Mobile form factor makes ads harder. Plus it’s a phone. Easy to imagine the most effective ad unit. Tiny Banner Click to Call
  • 30. In video the ad unit is also pretty obvious: Videos. Although shorter in format than TV Pre-Roll Video
  • 31. Brand integration (aka product placements) is also performing well. Example: Style Hauls Blair Fowler Elle Fowler 750,000 views
  • 32. Making Social Media Actionable
  • 33. Blogging is the foundation. It helps build a direct relationship with your audience. Build “point of view” marketing
  • 34. Twitter is where your customers go to amplify word of mouth feedback “American Airlines #Sucks” “#EpicFail at BestBuy today. No customer support “You’ve got to go see #Argo – best film of the year”
  • 35. The information is not anonymous. You can find outyour influencers & conversions and build programs around them. $57.50 $331.22 direct purchasesdownstream purchases 15 6 58 clicks downstream downstream shares clicks $74.2 $94.09 $97.09 1 $65.02 direct purchasesdownstream direct direct purchases purchases purchases 19 2 14 11 1 7 7 clicks downstream downstream clicks downstream downstream clicks shares clicks share clicks $78.12 $19.78 $18.41 direct purchases direct purchases direct purchases 9 5 7 clicks clicks clicks
  • 36. Twitter can be also be used to drive audience to your blog to grow your influence with your key constituencies It’s about winning “share of mind”
  • 37. Blogs can be used to inform customers about yourproducts and drive traffic to your website / products Your Website
  • 38. Blogs & Websites improve inbound traffic to yourwebsite by giving you more content to be searched Your Website
  • 39. Your blog & website can drive traffic to Facebook where you can build “fans” and engage with customers Your Website
  • 40. And of course Your blog, website & Facebook help you add more Twitter followers. Your Website
  • 41. Which is how a guy like me with no staff to support him gets 86,000 Followers 300,000 - 12,600 600,000 FansMonthly Page Views Your Website 90+% of GRP’s Inbound Traffic
  • 42. And if I Could do it With No Staff, Imagine What Your Company Could Do
  • 43. Just get over your stereotype that social media is abouttelling people what you had for lunch
  • 44. Marketing in Today’s Open & Social WorldMark SusterYPO – January 2013@msuster