WHEN BRANDS
GO DIGITAL
Technology
determines the
speed and ease of
Communication
2001

2002

2003
2004
2005
2006
2007
2008
2009

Social
Ecosystem
becomes
Social Universe

2010
2011
2012
2013

MOBILE CENT...
INC. IN USERS: 50K to 17MN
MONTHLY VISITORS
40

MONTHS

Adoption Of New
Social Networks is
Quicker Each Time

30
30

22
20...
What do People Want?
Fit In
or
Stand Out?
Develop an Audience
or
Maintain Relationships?

5
What Need do Social Networks Fulfill?

CONSUMER

90’s

actions

objective

brands

00’s

10’s

BROWSE

SEARCH

IDENTITY

I...
When it comes to
communication &
brands, consumers
are the HEROES

7
What is Digital Marketing?

Search

Display Advertising
Video Advertising

A toolkit to help
brands reach
today’s Connecte...
Conversations on Social are about

Right Role
Engaging = +
Audiences
Right Social
Network

9
How do brands
take those FIRST
STEPS into the
consumer driven
social universe?
CHUMBAK
SEARCH STRATEGY
ANTWERP ZOO
ENGAGEMENT STRATEGY
Engage Regularly, Share Varied Content
ANTWERP ZOO: CONTENT STRATEGY

•

Tailor your content to the channel on which it ex...
Follow Up Campaign

Campaign

App

Winners
Turn Consumers into Brand Advocates
BEST JOB IN THE WORLD : SOCIAL ENGAGEMENT

•

Motivate your most passionate advocates ...
OBERMUTTEN
CREATING SOCIAL VALUE
Search by BING
CELEBRITY ENGAGEMENT
Consumer Interest & Crowd Collaboration
BING by MSN : CELEBRITY ENGAGEMENT

•

Get the consumer involved: let them work fo...
Why us?
QUESTIONS?
When Brands go Digital
When Brands go Digital
When Brands go Digital
When Brands go Digital
When Brands go Digital
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When Brands go Digital

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Digital is still considered new media. For some, when they think about digital, all that they hear is effectively a big jumble of words, abbreviations and terminology, most of which goes completely over their head. But some brands have actually taken courage and plunged into the digital ocean. This act of courage has won them great rewards in terms of awareness engagement & most importantly sales. But how do brands choose to go the Digital way….

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  • Digital is still considered new media. For some, when they think about digital, all that they hear is effectively a big jumble of words, abbreviations and terminology, most of which goes completely over their head. But some brands have actually taken courage and plunged into the digital ocean. This act of courage has won them great rewards in terms of awareness engagement & most importantly sales.But why do brands choose to go the Digital way….
  • With evolving technology the way we communicate has changed,
  • 2007: first iphone2008: iphone 3g, ios app store, first android phone2009: app stores explode: blackberry app world, nokiaovi, windows marketplace, ANGRY BIRDS!!
  • But yet what we hope to achieve out of communication hasn’t changed. We still want to connect with our friends and we still want to have our personality stand out as distinct from the crowd.
  • How we use the internet… and what we use it for has also changed. Similarly, for us as marketers, how we connect to our consumers has also changed. These days, the emotional connect is very important. From parallel silos of existence, to a one way information flow, to today where communication is effectively a two way conversation with those who buy our products and live with our brands.
  • 88% of consumers are influenced by reviews.On avg. 1 social consumer will tell 42 other people.Consumers who engage with companies via social media spend 20-40% more money.
  • To figure out what your consumer is saying in which media and how important it is to the brand. Most social media complement rather than compete with each other, in terms of function. With APIs to share between various media, there is a complete 360 degrees social environment in play.
  • https://www.youtube.com/watch?v=1EhsNFOA9ew
  • https://www.youtube.com/watch?v=1EhsNFOA9ew
  • https://www.youtube.com/watch?v=tCLDMGWZFFA
  • Why the app? During the application period for the Best Job in the World, the dedicated campaign website www.islandreefjob.com registered over 143,000 visits from smartphones, of which more than 86 percent were from iPhones
  • https://www.youtube.com/watch?v=e91c0mWP960
  • https://www.youtube.com/watch?v=XNic4wf8AYg
  • When Brands go Digital

    1. 1. WHEN BRANDS GO DIGITAL
    2. 2. Technology determines the speed and ease of Communication
    3. 3. 2001 2002 2003 2004 2005 2006 2007 2008 2009 Social Ecosystem becomes Social Universe 2010 2011 2012 2013 MOBILE CENTRIC SOCIAL NETWORKS 3
    4. 4. INC. IN USERS: 50K to 17MN MONTHLY VISITORS 40 MONTHS Adoption Of New Social Networks is Quicker Each Time 30 30 22 20 16 12 10 9 0 Source: Comscore, Aug 2012 4 4
    5. 5. What do People Want? Fit In or Stand Out? Develop an Audience or Maintain Relationships? 5
    6. 6. What Need do Social Networks Fulfill? CONSUMER 90’s actions objective brands 00’s 10’s BROWSE SEARCH IDENTITY INFORMATION KNOWLEDGE CONNECTIONS BE PRESENT REACH OUT FOSTER RELATIONSHIPS 6 6
    7. 7. When it comes to communication & brands, consumers are the HEROES 7
    8. 8. What is Digital Marketing? Search Display Advertising Video Advertising A toolkit to help brands reach today’s Connected Audiences Social Media Promotion Websites Video Content Social Media Content Influencer Engagement Forums & Communities E-DM E-Commerce 8
    9. 9. Conversations on Social are about Right Role Engaging = + Audiences Right Social Network 9
    10. 10. How do brands take those FIRST STEPS into the consumer driven social universe?
    11. 11. CHUMBAK SEARCH STRATEGY
    12. 12. Think Different, Stand Out CHUMBAK: SEARCH STRATEGY • Identify your TG correctly. • Focus on how the consumer thinks, acts & reacts. • Assess tools to see which delivers the maximum ROI. • Strategy can make you stand out from the rest. • Execution is as important as planning. 12
    13. 13. ANTWERP ZOO ENGAGEMENT STRATEGY
    14. 14. Engage Regularly, Share Varied Content ANTWERP ZOO: CONTENT STRATEGY • Tailor your content to the channel on which it exists. • Provide a way for engaged users to get more information, even notifications. • Amplify UGC = Amplify excitement. • Make them feel the excitement you feel. • Success is when consumers feel that they have been part of creating something big. 15
    15. 15. TOURISM QUEENSLAND SOCIAL ENGAGEMENT
    16. 16. Follow Up Campaign Campaign App Winners
    17. 17. Turn Consumers into Brand Advocates BEST JOB IN THE WORLD : SOCIAL ENGAGEMENT • Motivate your most passionate advocates for the right reasons. • Earned advocacy is more believable than paid advocacy. • Learn from your campaigns, there is always scope for improvement. • A campaign does not stop with getting customers, now what do you do with them? • If it worked the first time, chances are it will work the second time(and on a bigger scale).
    18. 18. OBERMUTTEN CREATING SOCIAL VALUE
    19. 19. Social Recognition has Power OBERMUTTEN: CREATING SOCIAL VALUE • Just Start: It is very easy to get started on Social Media. • Acknowledge Fans: Recognition is a strong social motivator. • Opportunity for brands to connect directly with consumers and eliminate intermediaries. • People share even the most insignificant stuff on social media. • A promise to the consumer must be kept. They will talk about it.
    20. 20. Search by BING CELEBRITY ENGAGEMENT
    21. 21. Consumer Interest & Crowd Collaboration BING by MSN : CELEBRITY ENGAGEMENT • Get the consumer involved: let them work for it. • Magic of mob: Even strangers will collaborate to complete a task • Know the environment: Sometimes common goals that can be leveraged for benefit to all. • Use the right hook( or celebrity) to get the right audience • Digital works best when it breaks barriers between online and the real world. • Make it easy to share and discuss: you want to spread the word. • Paid media can help get the word out.
    22. 22. Why us? QUESTIONS?
    23. 23. Sonya David Strategic Planner AdPeople Worldwide sonya.david@adpeople.com

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