The Big Online Picture

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Where today’s digital landscape Is going: looking at the web, mobile and social media. Presentation at #MIPAA New Influencers, March 20, 2012.

Where today’s digital landscape Is going: looking at the web, mobile and social media. Presentation at #MIPAA New Influencers, March 20, 2012.

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  • Research shows that when a customer makes a purchase, online or offline, that is the smallest and quickest step he or she takes in the overall purchasing process.99% of all consumer purchasing behaviour online is research – finding out what others think about Brand X, reading product reviews, asking questions on social networks… all the activities that involve active word-of-mouth engagement with other people online.By the time the consumer takes the concluding 1% step and actually makes a purchase, decisions and expectations about that brand have already been made, shaped and influenced by the consumer’s peer network and online community.And the role and influence of the brand owner in the purchasing process? None at all, unless the brand owner has built up a credible and genuine presence online and created a connection with the consumer.
  • Eliminate FUDThe Scream by Norwegian painter Edvard Munch, 1893.
  • Neville Hobson+447824337000@janglesneville.hobson@gmail.comwww.nevillehobson.com

Transcript

  • 1. The Big Online PictureWhere Today’s Digital Landscape Is GoingNeville Hobson@jangleswww.nevillehobson.com #mipaaMarch 20, 2012
  • 2. 7,000,000,000 http://www.viewsoftheworld.net/?p=1660#mipaa
  • 3. Global Voices http://www.vincos.it/world-map-of-social-networks/#mipaa
  • 4. Global Voices http://www.plusdemographics.com/country_report.php#mipaa
  • 5. At the End of 2011… ■ 800+ million users on Facebook ■ 8,868 tweets per second in August for the MTV Video Music ■ 200 million users added to Awards Facebook during 2011 ■ $50,000 raised for charity by ■ 350 million Facebook users that the most retweeted tweet of log in to the service using their 2011 mobile phone ■ 39 million Tumblr blogs ■ 225 million Twitter accounts ■ 70 million WordPress blogs ■ 100 million active Twitter users ■ 1 billion messages sent with ■ 18.1 million people following Lady WhatsApp during one day Gaga on Twitter (October 2011) ■ 250 million tweets per day ■ 2.6 billion worldwide IM (October 2011) accounts ■ #egypt was the number one hashtag ■ 2.4 billion social networking on Twitter accounts worldwide http://royal.pingdom.com/2012/01/17/internet-2011-in-numbers/#mipaa
  • 6. Anyone with an opinion and an internet connection can influence someone else about your brand and the things you care about.#mipaa
  • 7. The Effect on Our Daily Lives ■ Disruptive ■ Blurs Personal And Business ■ Exciting ■ Unbalances The ■ Challenging Work-Life ■ Gives You An ■ Endless Edge Opportunities ■ Puts You At The ■ Transformative Edge#mipaa
  • 8. #mipaa
  • 9. http://youtu.be/a6cNdhOKwi0#mipaa
  • 10. #mipaa
  • 11. http://edition.cnn.com/2011/10/18/tech/innovation/ford-vehicles-read-texts- mashable/index.html#mipaa
  • 12. http://online.wsj.com/article/SB10001424052970203824904577213041944082370.html#mipaa
  • 13. Wall Street Journal Feb 10, 2012 http://online.wsj.com/article/SB10001424052970203824904577213041944082370.html#mipaa
  • 14. The Web#mipaa
  • 15. The Global Business Picture ■ US-based companies continue to dominate ■ Apple, Google, Amazon, Facebook remain mega-leaders ■ But Chinese, Japanese, Russian companies on the rise KPCB Internet Trends 2011 / October 2011#mipaa
  • 16. The Law and the Web ■ Huge challenges − Can contemporary online society connect with traditional legal constructs? − What has to change? ■ The EU “Cookie Law”#mipaa
  • 17. The Law and the Web#mipaa
  • 18. The Law and the Web#mipaa
  • 19. Cloud Computing 1. Cloud computing will allow everybody to be a service provider − The infrastructure to do things is no longer a limiting factor − Focus will shift to application and business services 2. Employees will be able to use any device to access, transact and manage their work 3. A new class of real time, personalized service provider will emerge − Develop partnerships to exploit the advantages of big data, social media and mobility “The Future of Cloud Computing: Industry Predictions for 2012” Cloud Computing Journal, Nov 4, 2011 http://cloudcomputing.sys-con.com/node/2040343#mipaa
  • 20. HTML5 1. 5th revision of the HTML standard − Still under development 2. Is HTML5 replacing Adobe Flash? − Apple vs Adobe − Implications for businesses 3. Appealing to app developers esp for mobile* * http://corbinball.wordpress.com/2011/10/06/four-out-of-of-twelve-technology-trends-to-watch-for-2012- html5-will-become-the-standard-for-many-event-mobile-applications/#mipaa
  • 21. http://on.wsj.com/sKc4Oy#mipaa
  • 22. UI 1. The decades-old “desktop user interface model” is changing − Windows, icons, menus, pointers 2. Evolution to mobile-centric interfaces emphasizing touch, gesture, search, voice and video − Touch an integral part of Windows 8, releasing during 2012 3. Applications likely to shift to more focused and simple apps that can be assembled into more complex solutions − Drive the need for new user interface design skills “Gartner Identifies the Top 10 Strategic Technologies for 2012,” Oct 18, 2011 http://www.gartner.com/it/page.jsp?id=1826214#mipaa
  • 23. Engagement ■ Increasingly an expectation ■ Increasingly common on mainstream media websites#mipaa
  • 24. Game Changers ■ IBM study of 1,734 ■ More than 50% of CMOs told IBM “We‟re not ready” CMOs in 64 countries ■ Four biggest challenges identified: 1. Explosion of data 2. Social media 3. Proliferation of channels and devices 4. Shifting consumer demographics “From Stretched to Strengthened: The IBM Global CMO Study” October 2011 http://ibm.com/cmostudy#mipaa
  • 25. Marketing Trends ■ Intense focus: 1. Social media 2. Data-driven analytics 3. CRM 4. Mobile apps “Customer Data, Social Media Top Marketing Priorities for CMOs Worldwide” November 1, 2011 http://www.emarketer.com/Article.aspx?R=1008667#mipaa
  • 26. Priorities ■ Top 3: 1. Customers 2. Mobile apps 3. Social media “Customer Data, Social Media Top Marketing Priorities for CMOs Worldwide” November 1, 2011 http://www.emarketer.com/Article.aspx?R=1008667#mipaa
  • 27. Mobile#mipaa
  • 28. Trend: Mobile 1. Business imperative: making your website work for mobile devices 2. Mobile eclipses computers: the “Post PC Era” − The Post-PC Era may or may not be coming, but there is no question that the Mobile Era is here 3. Smartphones have become an integral part of people‟s daily lives wherever they are 4. We use smartphones as an extension - even a replacement - of our desktop computers − As we multi-task and consume other media Chart: http://www.fastcodesign.com/1663953/infographic-of-the-day-15-facts-about-the-internet-in-2015#mipaa
  • 29. Major Impacts ■ Battle for Platform Supremacy iOS / Android / Windows / BlackBerry ■ Rapid Growth Mobile search, mobile advertising ■ Mobile Apps + Advertising „Explosive growth‟ from 2012 onwards ■ Location-Based Services Enriching the business of engagement#mipaa
  • 30. Top Tips ■ Make sure you can be found via mobile search − Consumers regularly use their phones to find and act on information ■ Incorporate location-based products and services and make it easy for mobile customers to reach you − Local information seeking is common among smartphone users ■ Develop a comprehensive cross-channel strategy − Mobile shoppers use their phones in-store, online and via mobile website and apps to research and make purchase decisions “Smartphone user study shows mobile movement under way” Google, April 2011 http://googlemobileads.blogspot.com/2011/04/smartphone-user-study-shows-mobile.html#mipaa
  • 31. Social Media#mipaa
  • 32. Social Media Is… ■ Disruptive, challenging established orders, hierarchies and cultures ■ About people and what they do with technology tools ■ About change and connecting with changes in society, the marketplace, the workplace ■ About calculating risk to enable employer and employee to confidently engage in the new landscape#mipaa
  • 33. Why Social Media Matters ■ Increasing importance of word-of- mouth on consumer behaviour including recommendations and actual purchasing ■ Social media amplifies and accelerates word-of-mouth, rapidly shaping and influencing opinion ■ Social media can help foster a genuine connection between a company and its stakeholders#mipaa
  • 34. 67 members In 2011, of the FTSE 100 were actively engaged in social media. http://dl.dropbox.com/u/17133652/ThreePipe%20Supplement_Final.pdf#mipaa
  • 35. The benefits of taking a calculated risk to embrace social media as a legitimate business tool are clear and compelling to many companies who have taken the first steps. http://www.its-elementary-watson.com/how-social-is-the-ftse-100/#mipaa
  • 36. ■ While use of social media is widespread among tech firms, some specifics are missing from the execution – notably, listening and measurement – which dents the overall effectiveness of such use. “One in Five Technology Firms Has Rejected a Job Applicant Because of Social Media Profile” – Eurocom Worldwide Annual Survey, March 2012. http://www.eurocompr.com/prfitem.asp?id=14921#mipaa
  • 37. http://en.wikipedia.org/wiki/The_Scream#mipaa
  • 38. ■ Fear of perceived security risks in allowing employees access to social media tools and channels − “What if someone stole our secrets or released them without permission, or brought a virus into our network?” ■ Uncertainty over the effects of losing control − “Isn‟t there a huge risk that employees will say something they shouldn‟t if we don‟t monitor what they‟re allowed to do?” ■ Doubt over productivity − “Surely it increases the chances for employees to waste time?”#mipaa
  • 39. #mipaa
  • 40. Permit not Prohibit ■ Companies most ready for social media don‟t block, experience fewer and less damaging crises1 ■ None of the top 100 best US companies to work for blocks employee access to social media: not a single one 2 1: http://www.web-strategist.com/blog/2011/08/31/report-social-media-crises-on-rise-be-prepared-by-climbing-the- social-business-hierarchy-of-needs/ 2: http://www.stopblocking.org/?p=169#mipaa
  • 41. Employees Don’t Need Your Network#mipaa
  • 42. “ You can‟t just dabble in social media. You can‟t use them only when things are good. You have to deal with rain as well as sunshine. And I‟m convinced that the upside outweighs the downside. If a company, or even its chief executive, doesn‟t have a presence on social networks today, that company risks not being in the conversation at all. Over time, I believe, that can be fatal to a business.#mipaa http://hbr.org/2010/12/how-i-did-it-best-buys-ceo-on-learning-to-love-social-media/ar/1 ”
  • 43. What You Need to Know 1. Know – with precision – who the influencers and opinion- leaders are 2. Know your “share of conversation” vs “share of voice” 3. Know where conversations are occurring that matter 4. Know how news is shared and by whom 5. Know of issues before they become mainstream 6. Know the right keywords that drive search 7. Know who to follow or friend 8. Know what content your customers care about 9. Know who is defining your brand, pro or con#mipaa
  • 44. There Are a Lot of Tools… MonitoringTactical Strategic Listening#mipaa
  • 45. Major Impacts ■ An Irresistible Force Social media usage is increasing rapidly and dramatically; businesses of all shapes and sizes are embracing it ■ Evolving into „Social Business‟ More than just a buzzword? ■ The Enterprise Goes Back to School The business that‟s not “fluent in social” will be at a competitive disadvantage#mipaa
  • 46. Key: Integrated Communication  Social media is not stand-alone or a separate activity  Long-term activity and resource commitment  Integral to your marketing and communication mix  Integral to the success of your business#mipaa
  • 47. “The rise of the socially connected consumer warrants much more than attention; it requires an understanding of what motivates ” them to click, act, and share. Brian Solis Author “The End of Business As Usual” November 2011#mipaa
  • 48. ■ Right Now? What Can You Do?#mipaa
  • 49. Calculated Risk 1. Recognize change 2. Make a deal with your employees to eliminate FUD 3. Be where your customers are 4. Listen 5. Permit not prohibit#mipaa
  • 50. Start Here 1. Listen 2. Give up control 3. Be natural 4. Make a commitment 5. Be where your customers are 6. Learn to deal with negativity 7. Be humble 8. Have a clear and measurable objective 9. Develop a plan 10. Listen#mipaa
  • 51. Thank You#mipaa