Digital Session      2011
Today• Introduction/objectives• The media landscape. What’s new, what’s not• The digital landscape• How brands are adaptin...
Tim Sparke@sparkey
I work with organisations tohelp them navigate thedigital marketing landscape.Education plays a criticalrole in helping fa...
The Hype Cycle                     Peak	  of	  inflated	  expecta0ons                                                      ...
"Communications tools dont get socially interesting untilthey get technologically boring... Its when a technologybecomes n...
So...
So... developments in technology havechanged the media landscape,consumers behave differently,communications have to adapt...
25,000,000,000 tweets sent in 201036,000,000,000 photos on Facebook2,000,000,000 videos watched on YouTube every day7,900,...
"In times of change learners inherit the earth, while the learned findthemselves beautifully equipped to deal with a world ...
THE MEDIA LANDSCAPE
WE’RE CONNECTEDBroadband penetration in the UK is now 71%Mobile media users pick up their phone 18 times a day toconsume c...
We’re all spending more time on social networks  ¼ of time online is spent on social networking  Facebook is now the most ...
It’s not just for kidsThe average Facebook user is 38½ of all people aged 35-54 are using social networking sites
Smartphones sales upSmartphone ownership up 81% on last year
They’re addictive41 mins/day spent on Facebook mobile compared to 31 mins on pc*2m UK workers spend at least 1hr day on so...
Online games are bigger than ever39% of   all internet users play games onlinePlaying games online is now more popular tha...
Within 12 months it’s likely more users will connect to the      Internet via mobile devices than desktop PCs.
So lets ditch everything for social media            and mobile apps?Not quite...
The Internet is still dominated by the top web brands    50% of all web usage occurs on the top ten sites    The top 10 si...
Email’s as important as everThe most widely used function of the Internet86% use the Internet for email
The kids still love texting                                                    10% under                                  ...
TV is more powerful than everThe channel people would miss the most (50% of all)Highest reach (90% daily)
New channels are growing but oldchannels are maintaining their position  How are we doing it all?
Multi-tasking is allowing us to do more 36% of all media activity is spent multi-tasking 16 – 24 spend over half their tim...
Technology provides the tools to multi-taskMore powerful - We can consume multiple channels throughone deviceMore accessib...
Media Landscape SummaryNew channels advance but traditional channels hold firmThe best communications span channelsConnecte...
The impact of technology
Organising the world’sinformation with reallyuseful tools
Simplifying life withinsanely desirabletechnology
Giving people thepower to sharetheir lives
Web 2.0 & UGC
Outlook        Hotmail/GmailiTunes         SpotifyWord           Google docs          The Cloud
Web 2.0. The internet for the rest of usWe’re all creators now...defined by what we share more than what we know
Remember this?
Production
Duplication
Distribution
Doodle KidsPainting program by Lim Ding Wen when he was 9 years old. 10000 downloads
We are living through the disorientation that comes fromincluding 2 billion new participants in a media landscape  previou...
“As trust in brands is eroded, people will place more valueon recommendations from friends. Social media makes itharder fo...
The Impact of TechnologyCustomers are...CreatorsCriticsProducersCommunity managersConnectedThis impacts marketing, support...
There’s a lot going on  How to keep up?
www.sparkelife.tumblr.com
Digitalmarketing
How can brands cut through & connect withpeople in a stream of so much information?
Understanding people’s mindsets                                                                       FUN – Playful       ...
Consumer Profile Tools
Publish	  a	  blog                   Publish	  your	  own	  Web	  pages                        Upload	  video	  you	  crea...
Somedigitalideas
Display ads advance
and become usefulWe can take any format of creative to users. Competitions, onlinebooking, registration or any other onlin...
and funny
and interactiveIncorporates Twitter feed from the New York Auto show. 170 millionimpressions in 3 days (17,000 hours of br...
Nike vs Umbro
Choose a different ending
Skittles Cat
Lufthansa My Sky Status
VW The Fun Theory
Transmedia ideas that work across platforms
Connecting the real and the virtual
“This is way cool, now I can drink me!“Kelly, 23 Jones Soda Blog
Carlsberg Unbottle Yourself
So what to do with butter?
Search gets sexy
Diesel Interactive New Range Launch
Offline Interactive
Coke Happiness Machine
The Importance of Seeding
T-Mobile ‘Dance’     SMD
StrategyEven though T-Mobile had some great content, theyensured they had a:1. Digital outreach2. Paid placement on influen...
Digital Outreach         Massive viral database         Tracking 5m videos across 100m blogs         Identified similar vid...
Paid Placements on Influential Blogs
Paid Placement on Facebook              FunSpace reaches 2.5m UK uniques              Biggest video sharing application in...
Measuring True Reach182 copies of the videoUploaded to 35 different video sharing sites28m total plays to date
Number One in Viral Video Chart                     Number 1 for 5 days                     1,600+ blog posts             ...
Summary‘Dance’ reached 3.5m people in CBB break1,600 bloggers posted video1.8m people in FB were sent video6.5m plays onli...
Seeding Viral ContentSeeding is critical to most viral content campaignsIt creates critical mass which means that your con...
Where Can You Build Seeding Momentum?Homepages of social network sitesHomepages of content sharing sitesContent distributi...
OpportunitiesWe can create useful, entertaining or memorableexperiencesWe can understand customers needs better than any t...
Somesocialideas
Social                        Networks          Video                                       Blogs         Sharing         ...
If advertising is a firework, then       social media is a bonfire.
Advertising & FireworksAttention grabbingbeacons on steroidsMake you go ‘ooh’ and‘aah’Draw people in frommiles aroundPrepa...
Bonfires       Take time to get going       Might go out       Require commitment       Might be lonely at firsthNp://www.fli...
Then friends gather roundThey hang out and shareThey start helping out                            103
From a small start, you can endup with something pretty amazing
If you have an amazing bonfire, use a few fireworks tobring people to it
If your fireworks are great, stop people disappearing         by getting a good bonfire going...h>p://www.flickr.com/photos/r...
in 3 months                        visitors   333,000                      countries    191               av. time on site...
a life on facebook
Advertising on Facebook                      Comment Ad  Fan Ad           Event Ad
Advertising on FacebookGifting Ad          Polling Ad – PR opportunities?
Vodafone & the Ashes
Facebook Advertising
Exercise•   Work in pairs to solve a client challenge    →   We’re launching a new dating service    →   We want to create...
Facebook groups, let’s fan some…• Red Bull• Coca Cola• Stellaartoisuk• Heineken• Guinness• Budweiser• TheMacallan• Lionel ...
123
StarbucksFree product testing, sampling, deals
Whopper Sacrifice
Ikea Facebook TaggingIKEA created a profile for Gordon Gustavsson, the  Malmo store manager
Facebook Open GraphEasily add social features to any site.IMDB,has seen traffic double since it installed the Like button o...
Google copies
Likify
Now we have places
Social Commerce
Shopping where we connect
Connecting where we shop
Social Commerce OpportunitiesF-commerce isn’t just about selling stuffIt’s about giving people something to talk about in ...
"Today could be just like the other 364 days you log into Twitter, or maybe the        Old Spice Man shows up @Old Spice" ...
#beatcancer
UTweet
Let’s download this...
OWN                                                       MEDIA                                                           ...
OpportunitiesSocial Media has re-shaped how brands & consumersconnectWe need to create content that drives conversationsIt...
Somemobileideas
Smart phones bring down all the resources of         the internet into our reality
Like our world today                       Flickr:	  wvs
But better             Flickr:	  wvs
Smartphones now makeup 20% of 3 billiondevices worldwide, withmarket share blazingtowards 50% over next3 years.           ...
“It’s an always on medium. Peoplelove their mobile phones so muchresearchers found people often feel aphantom ‘tingle’ in ...
Orange GlastonburyA range of Orange products provided free to improve event experience
Location. Location. Location.They hit 1 million users in April 2010 and now have over 9 million.
Location. Location. Location.Personalities behind its hit reality TV shows become content creators. The celebrities willsh...
Old Navy + Shazam = Hidden ContentCustom Shazam landing pageThe commercial’s song“shop the look”
History Channel on Foursquare
Barclays Water Slide AppMost successful promotional game in AppStore - 10M downloads in 6months, 40k downloads a day, 100 ...
Hidden Sound
OpportunitiesMobile offers a range of brand and marketingopportunitiesIt’s not all about apps, SMS and mobileadvertising a...
Brandedsites
?
CRM 2.0 - Coke and Unilever shifting frommicrosites to social in 2011
4No future if approached in disparate fashion                            Social Network      Brand Website
5Brand Website       +Social Network
7Framework:                                                                   8. Seamless                                 ...
8Do nothing – No social integration                                                                     8. Seamless       ...
10Trader Joe’s does not integrate social on its site…
11… despite die-hard fans and unofficial channels
12Link directly away without a strategy                                                                    8. Seamless    ...
14Zara links away without strategy
15McDonald’s directs visitors away with a link (TV ads too)
16But worse, sends a confusing message                                McDonald’s doesn’t                          encourag...
17Link away but encourage sharing                                                                   8. Seamless           ...
20Outback Steakhouse’s new Facebook “Like”button links away and encourages sharing
21Brand integrated in social channels                                                                  8. Seamless        ...
23Starbucks experience mirrored in social channels
24Tiffany offers branded social channels…                            It’s even hard to know if                            ...
25…but you wouldn’t know this from their home page   There are no links  directing visitors to Tiffany’s official social  ...
26Aggregate the discussion                                                                     8. Seamlesson corporate sit...
28Whole Foods aggregates some of the discussion onsite and links away   There are no links  directing visitors to Tiffany’...
29Social log-in systems that allow users                                 8. Seamlessto stay on site                       ...
31Customers log in with Facebook Connect onH&R Block’s community
32Social log in that triggers viral loop                                                                      8. Seamless ...
34Pepsi’s Refresh Project asks users to log inwith their Facebook…
35… and share their Refresh votes with friends onFacebook or Twitter
36Sign into HuffPo with Facebook and share/discussnews with your social graph
37“Like” merchandise in the Levi’s store via Facebookand share with friends
38A seamless integration between                                                                 8. Seamlesscorporate site...
40vitaminwater doesn’t have a corporate site – it’s“temporarily” moved to Facebook
41The Radical Future?Websites are dynamically assembled on the flybased on social profiles.This could happen in person, or w...
44Site opportunitiesThe future of web experiences will be based aroundpeople –not products.Take inventory of all corporate...
Tofinish        (phew)
“Like	  air	  &	            drinking	  water,	  being	          digital	  will	  be	  no3ced	  by	  its	        absence,	 ...
OpportunitiesNew channels advance but traditional channelshold firmIt’s vital that communication spans the channelsWhen cha...
It’s not all about the latest technologyWalkers combine channels to reach & engageHigh reach channels used to deliver mess...
and don’t forget, of course some of this               seems strange...1. Everything that’s already in the world when you’...
Brands I’m watching
The rules of marketing may have changed. Butyou still need to get attention, be remembered             and generate results.
futureme.orgWrite down 3 things which you’ve found most important about this afternoon which you need to remember. Email  ...
THA NKSHomework:Join Twitter, Linked In & make sure you have a Google account
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FMCG Digital Overview

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Session looking at the landscape, how brands are adapting and some interesting digital work.

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FMCG Digital Overview

  1. 1. Digital Session 2011
  2. 2. Today• Introduction/objectives• The media landscape. What’s new, what’s not• The digital landscape• How brands are adapting• Social & seeding • Mobile • Brand sites. The future
  3. 3. Tim Sparke@sparkey
  4. 4. I work with organisations tohelp them navigate thedigital marketing landscape.Education plays a criticalrole in helping facilitatechange.
  5. 5. The Hype Cycle Peak  of  inflated  expecta0ons Plateau  of  produc0vityEXCITEMENT   Slope  of  enlightenment Trough  of  disillusionment   TIME
  6. 6. "Communications tools dont get socially interesting untilthey get technologically boring... Its when a technologybecomes normal, then ubiquitous, and finally so pervasiveas to be invisible, that the really profound changeshappen.” Clay Shirky
  7. 7. So...
  8. 8. So... developments in technology havechanged the media landscape,consumers behave differently,communications have to adapt… we’removing from broadcast to a networkmodel...
  9. 9. 25,000,000,000 tweets sent in 201036,000,000,000 photos on Facebook2,000,000,000 videos watched on YouTube every day7,900,000 Lady Gaga followers on Twitter600,000,000 members of Facebook35hours of video uploaded to YouTube every minute
  10. 10. "In times of change learners inherit the earth, while the learned findthemselves beautifully equipped to deal with a world that no longer exists.” Eric Hoffer
  11. 11. THE MEDIA LANDSCAPE
  12. 12. WE’RE CONNECTEDBroadband penetration in the UK is now 71%Mobile media users pick up their phone 18 times a day toconsume content via apps/browser. Ofcom & IAB, August 2010
  13. 13. We’re all spending more time on social networks ¼ of time online is spent on social networking Facebook is now the most popular search term in Google
  14. 14. It’s not just for kidsThe average Facebook user is 38½ of all people aged 35-54 are using social networking sites
  15. 15. Smartphones sales upSmartphone ownership up 81% on last year
  16. 16. They’re addictive41 mins/day spent on Facebook mobile compared to 31 mins on pc*2m UK workers spend at least 1hr day on social networks – at work *Comscore June 2010 1 Ofcom Aug 2010
  17. 17. Online games are bigger than ever39% of all internet users play games onlinePlaying games online is now more popular thandownloading music and video
  18. 18. Within 12 months it’s likely more users will connect to the Internet via mobile devices than desktop PCs.
  19. 19. So lets ditch everything for social media and mobile apps?Not quite...
  20. 20. The Internet is still dominated by the top web brands 50% of all web usage occurs on the top ten sites The top 10 sites vary little across all ages
  21. 21. Email’s as important as everThe most widely used function of the Internet86% use the Internet for email
  22. 22. The kids still love texting 10% under 25s think it’s ok to text during sex :-)16-24 consider text the most important channel of communicationTexts account for half 16-24 mobile usage
  23. 23. TV is more powerful than everThe channel people would miss the most (50% of all)Highest reach (90% daily)
  24. 24. New channels are growing but oldchannels are maintaining their position How are we doing it all?
  25. 25. Multi-tasking is allowing us to do more 36% of all media activity is spent multi-tasking 16 – 24 spend over half their time multi-tasking
  26. 26. Technology provides the tools to multi-taskMore powerful - We can consume multiple channels throughone deviceMore accessible - We can use devices in more and morecontexts
  27. 27. Media Landscape SummaryNew channels advance but traditional channels hold firmThe best communications span channelsConnected channels are greater than the sum of theirpartsMulti-tasking provides the opportunity to connectchannels like never before
  28. 28. The impact of technology
  29. 29. Organising the world’sinformation with reallyuseful tools
  30. 30. Simplifying life withinsanely desirabletechnology
  31. 31. Giving people thepower to sharetheir lives
  32. 32. Web 2.0 & UGC
  33. 33. Outlook Hotmail/GmailiTunes SpotifyWord Google docs The Cloud
  34. 34. Web 2.0. The internet for the rest of usWe’re all creators now...defined by what we share more than what we know
  35. 35. Remember this?
  36. 36. Production
  37. 37. Duplication
  38. 38. Distribution
  39. 39. Doodle KidsPainting program by Lim Ding Wen when he was 9 years old. 10000 downloads
  40. 40. We are living through the disorientation that comes fromincluding 2 billion new participants in a media landscape previously operated by a small group of professionals.
  41. 41. “As trust in brands is eroded, people will place more valueon recommendations from friends. Social media makes itharder for brands to pull the wool over consumers’ eyes.Marketers ignore the messages that emanate from thesegroups at their peril.” The Economist
  42. 42. The Impact of TechnologyCustomers are...CreatorsCriticsProducersCommunity managersConnectedThis impacts marketing, support & product developmentBrands are evolving
  43. 43. There’s a lot going on How to keep up?
  44. 44. www.sparkelife.tumblr.com
  45. 45. Digitalmarketing
  46. 46. How can brands cut through & connect withpeople in a stream of so much information?
  47. 47. Understanding people’s mindsets FUN – Playful TASK - Information seeking 7m people catch up on TV via iPlayer 15m people use comparison sites every month. every month. 17m on YouTube. 45% use social networks to research items. 59% trust these opinions. 32% of UK online population play games online. CONNECTIONS – Social Social community sites are most sticky – over 5hrs per user per month 22m people use Facebook a month.Sources:  OFCOM,  Comscore,  google
  48. 48. Consumer Profile Tools
  49. 49. Publish  a  blog Publish  your  own  Web  pages Upload  video  you  created   Creators Upload  audio/music  you  created Creators Write  ar5cles  or  stories  and  post  them Post  ra5ngs/reviews  of  products/services Comment  on  someone  else’s  blog Cri5cs Cri)cs Contribute  to  online  forums Contribute  to/edit  ar5cles  in  a  wiki Use  RSS    feeds Add  “tags”  to  Web  pages  or  photosCollectorsCollectors “Vote”  for  Web  sites  online Maintain  profile  on  a  social  networking  site Joiners Visit  social  networking  sites Read  blogs Watch  video  from  other  usersSpectators Listen  to  podcastsSpectators Read  online  forums Read  customer  ra5ngs/reviews None  of  the  aboveInac)ves
  50. 50. Somedigitalideas
  51. 51. Display ads advance
  52. 52. and become usefulWe can take any format of creative to users. Competitions, onlinebooking, registration or any other online functionality.Why drive people to a competition site when we can get the datawhere they are?
  53. 53. and funny
  54. 54. and interactiveIncorporates Twitter feed from the New York Auto show. 170 millionimpressions in 3 days (17,000 hours of brand engagement).
  55. 55. Nike vs Umbro
  56. 56. Choose a different ending
  57. 57. Skittles Cat
  58. 58. Lufthansa My Sky Status
  59. 59. VW The Fun Theory
  60. 60. Transmedia ideas that work across platforms
  61. 61. Connecting the real and the virtual
  62. 62. “This is way cool, now I can drink me!“Kelly, 23 Jones Soda Blog
  63. 63. Carlsberg Unbottle Yourself
  64. 64. So what to do with butter?
  65. 65. Search gets sexy
  66. 66. Diesel Interactive New Range Launch
  67. 67. Offline Interactive
  68. 68. Coke Happiness Machine
  69. 69. The Importance of Seeding
  70. 70. T-Mobile ‘Dance’ SMD
  71. 71. StrategyEven though T-Mobile had some great content, theyensured they had a:1. Digital outreach2. Paid placement on influential blogs3. Social Network placement: FacebookMeasured success through VideoBuzz monitoring tomeasure true reach
  72. 72. Digital Outreach Massive viral database Tracking 5m videos across 100m blogs Identified similar videos Identified bloggers who’ve posted similar videos Ranked by influence Gave clear point of connection
  73. 73. Paid Placements on Influential Blogs
  74. 74. Paid Placement on Facebook FunSpace reaches 2.5m UK uniques Biggest video sharing application in Facebook ‘Dance’ achieved 400,000 plays in 4 days 30,000 people forwarded clip to 1,800,000 people
  75. 75. Measuring True Reach182 copies of the videoUploaded to 35 different video sharing sites28m total plays to date
  76. 76. Number One in Viral Video Chart Number 1 for 5 days 1,600+ blog posts Beat Cadbury’s Eyebrows
  77. 77. Summary‘Dance’ reached 3.5m people in CBB break1,600 bloggers posted video1.8m people in FB were sent video6.5m plays online in 4 weeksRetail footfall increased +5%
  78. 78. Seeding Viral ContentSeeding is critical to most viral content campaignsIt creates critical mass which means that your content willspread organicallyWith hundreds of brands trying to create viral content,seeding gets you cut throughAlso ensures at least some people will see your videoQuality content is still essential
  79. 79. Where Can You Build Seeding Momentum?Homepages of social network sitesHomepages of content sharing sitesContent distribution networksBlog outreach programs via Digital PR agenciesManual seeding / linking companies“Viral” sites or e.g. Boing Boing or Viral ChartViral emails e.g. Popbitch
  80. 80. OpportunitiesWe can create useful, entertaining or memorableexperiencesWe can understand customers needs better than any timein historyAnd make things which help people do what they want todoWe can create and own platforms & media spaceWe can add layers to build an immersive experience
  81. 81. Somesocialideas
  82. 82. Social Networks Video Blogs Sharing WHERE Mobile Podcasts CONVERSATIONS   SMS HAPPEN Message Boards & Gaming IM Photo Sharingsocial
  83. 83. If advertising is a firework, then social media is a bonfire.
  84. 84. Advertising & FireworksAttention grabbingbeacons on steroidsMake you go ‘ooh’ and‘aah’Draw people in frommiles aroundPrepackaged, just lightand stand backBUT they burn verybrightly, but die veryquickly.
  85. 85. Bonfires Take time to get going Might go out Require commitment Might be lonely at firsthNp://www.flickr.com/photos/sarcasmeNe/3805363440/sizes/l/
  86. 86. Then friends gather roundThey hang out and shareThey start helping out 103
  87. 87. From a small start, you can endup with something pretty amazing
  88. 88. If you have an amazing bonfire, use a few fireworks tobring people to it
  89. 89. If your fireworks are great, stop people disappearing by getting a good bonfire going...h>p://www.flickr.com/photos/reginayiqing/2724868889/sizes/l/
  90. 90. in 3 months visitors 333,000 countries 191 av. time on site 5.5 mins press coverage/reach £6.8m paid media budget £0 increase in trenchcoat sales 85%
  91. 91. a life on facebook
  92. 92. Advertising on Facebook Comment Ad Fan Ad Event Ad
  93. 93. Advertising on FacebookGifting Ad Polling Ad – PR opportunities?
  94. 94. Vodafone & the Ashes
  95. 95. Facebook Advertising
  96. 96. Exercise• Work in pairs to solve a client challenge → We’re launching a new dating service → We want to create a test market to 150,000 potential customers and see how well it does → We’re targeting college students → Use Facebook targeting to find the parameters that get you closest to 50,000 → You will need to create an ad first but do not spend time fine tuning this it will not be shown → You have 10 minutes → http://www.facebook.com/ads/
  97. 97. Facebook groups, let’s fan some…• Red Bull• Coca Cola• Stellaartoisuk• Heineken• Guinness• Budweiser• TheMacallan• Lionel Messi 7 million people in 7 hours
  98. 98. 123
  99. 99. StarbucksFree product testing, sampling, deals
  100. 100. Whopper Sacrifice
  101. 101. Ikea Facebook TaggingIKEA created a profile for Gordon Gustavsson, the Malmo store manager
  102. 102. Facebook Open GraphEasily add social features to any site.IMDB,has seen traffic double since it installed the Like button on site.Digital behaviours lend themselves to being social. We live our lives among ourfamilies, friends and communities. Our digital lives want to be more social too.Open Graph allows people to harness advice from friends & family to make betterdecisions.
  103. 103. Google copies
  104. 104. Likify
  105. 105. Now we have places
  106. 106. Social Commerce
  107. 107. Shopping where we connect
  108. 108. Connecting where we shop
  109. 109. Social Commerce OpportunitiesF-commerce isn’t just about selling stuffIt’s about giving people something to talk about in a socialspaceCan we offer engaged consumers something exclusive?Can we do limited editions?Can we put social conditions on the sale?
  110. 110. "Today could be just like the other 364 days you log into Twitter, or maybe the Old Spice Man shows up @Old Spice" on Twitter & Facebook
  111. 111. #beatcancer
  112. 112. UTweet
  113. 113. Let’s download this...
  114. 114. OWN MEDIA How can we design an engaging experience for both users and audience? How can technology be fully leveraged? Website // Project page // Facebook page // Mobile app // Game // Branded content // Live event SEE H PUS D How is interactionsupported by classical advertising? Who are the people we have to reach in order IDEA! to communicate to our target group? Why will they talk about our idea? Relevance // Differentiation // Innovation BOUGHT EARNED MEDIA CLASSICAL INTEGRATION MEDIA Journalists // Bloggers Online ads // Offline ads // Social media users
  115. 115. OpportunitiesSocial Media has re-shaped how brands & consumersconnectWe need to create content that drives conversationsIt’s an opportunity to get consumers involved in our brandsShopping is socialEveryone is talking about social media but not many aredoing it wellConsumers are multi-dimensionalCommunication should span channels & be consistentMulti-tasking is common & we are competing for attentionThink about what we can add to the community
  116. 116. Somemobileideas
  117. 117. Smart phones bring down all the resources of the internet into our reality
  118. 118. Like our world today Flickr:  wvs
  119. 119. But better Flickr:  wvs
  120. 120. Smartphones now makeup 20% of 3 billiondevices worldwide, withmarket share blazingtowards 50% over next3 years. Comscore 2010
  121. 121. “It’s an always on medium. Peoplelove their mobile phones so muchresearchers found people often feel aphantom ‘tingle’ in their pocket thatnormally proceeds the excitement ofa text/call.” Stephen Upstone, Managing Director, AdInfus
  122. 122. Orange GlastonburyA range of Orange products provided free to improve event experience
  123. 123. Location. Location. Location.They hit 1 million users in April 2010 and now have over 9 million.
  124. 124. Location. Location. Location.Personalities behind its hit reality TV shows become content creators. The celebrities willshare their tips and to-dos, essentially serving as curators of city-specific information thatfans can follow and practice in real life.
  125. 125. Old Navy + Shazam = Hidden ContentCustom Shazam landing pageThe commercial’s song“shop the look”
  126. 126. History Channel on Foursquare
  127. 127. Barclays Water Slide AppMost successful promotional game in AppStore - 10M downloads in 6months, 40k downloads a day, 100 Million minutes of brand engagement
  128. 128. Hidden Sound
  129. 129. OpportunitiesMobile offers a range of brand and marketingopportunitiesIt’s not all about apps, SMS and mobileadvertising are both hugeNothing sits on its own – good mobile campaignsneed to be integrated with other channelsMobile is the most personal of channels –understand permissionsFind out where your audience is in the mobilelandscape and deliver relevant campaigns
  130. 130. Brandedsites
  131. 131. ?
  132. 132. CRM 2.0 - Coke and Unilever shifting frommicrosites to social in 2011
  133. 133. 4No future if approached in disparate fashion Social Network Brand Website
  134. 134. 5Brand Website +Social Network
  135. 135. 7Framework: 8. Seamless integration 7. Social log-in triggers sharing 6. Users stay on site with social log-in 5. Aggregate discussion on site 4. Brand integrated in social channels 3. Link away but encourage sharing 2. Link away with no strategy 1. No social integration
  136. 136. 8Do nothing – No social integration 8. Seamless integration 7. Social log-in triggers sharing 6. Users stay on site with social log-in 5. Aggregate discussion on site 4. Brand integrated in social channels 3. Link away but encourage sharing 2. Link directly away with no strategy 1. Do nothing – No social integration
  137. 137. 10Trader Joe’s does not integrate social on its site…
  138. 138. 11… despite die-hard fans and unofficial channels
  139. 139. 12Link directly away without a strategy 8. Seamless integration 7. Social log-in triggers sharing 6. Users stay on site with social log-in 5. Aggregate discussion on site 4. Brand integrated in social channels 3. Link away but encourage sharing 2. Link directly away with no strategy 1. Do nothing – No social integration
  140. 140. 14Zara links away without strategy
  141. 141. 15McDonald’s directs visitors away with a link (TV ads too)
  142. 142. 16But worse, sends a confusing message McDonald’s doesn’t encourage visitors to leave it site for social channels: “You are leaving the McDonalds Corporation web site for a site that is controlled by a third party, not affiliated with McDonalds.”
  143. 143. 17Link away but encourage sharing 8. Seamless integration 7. Social log-in triggers sharing 6. Users stay on site with social log-in 5. Aggregate discussion on site 4. Brand integrated in social channels 3. Link away but encourage sharing 2. Link directly away with no strategy 1. No social integration
  144. 144. 20Outback Steakhouse’s new Facebook “Like”button links away and encourages sharing
  145. 145. 21Brand integrated in social channels 8. Seamless integration 7. Social log-in triggers sharing 6. Users stay on site with social log-in 5. Aggregate discussion on site 4. Brand integrated in social channels 3. Link away but encourage sharing 2. Link directly away with no strategy 1. Do nothing – No social integration
  146. 146. 23Starbucks experience mirrored in social channels
  147. 147. 24Tiffany offers branded social channels… It’s even hard to know if this is Tiffany’s official Twitter page. It’s Facebook and home page is not even linked.
  148. 148. 25…but you wouldn’t know this from their home page There are no links directing visitors to Tiffany’s official social channels – a missed opportunity.
  149. 149. 26Aggregate the discussion 8. Seamlesson corporate site integration 7. Social log-in triggers sharing 6. Users stay on site with social log-in 5. Aggregate discussion on site 4. Brand integrated in social channels 3. Link away but encourage sharing 2. Link directly away with no strategy 1. Do nothing – No social integration
  150. 150. 28Whole Foods aggregates some of the discussion onsite and links away There are no links directing visitors to Tiffany’s official social channels – a missed opportunity.
  151. 151. 29Social log-in systems that allow users 8. Seamlessto stay on site integration 7. Social log-in triggers sharing 6. Users stay on site with social log-in 5. Aggregate discussion on site 4. Brand integrated in social channels 3. Link away but encourage sharing 2. Link directly away with no strategy1. Do nothing – No social integration
  152. 152. 31Customers log in with Facebook Connect onH&R Block’s community
  153. 153. 32Social log in that triggers viral loop 8. Seamless integration 7. Social log-in triggers sharing 6. Users stay on site with social log-in 5. Aggregate discussion on site 4. Brand integrated in social channels 3. Link away but encourage sharing 2. Link directly away with no strategy 1. Do nothing – No social integration
  154. 154. 34Pepsi’s Refresh Project asks users to log inwith their Facebook…
  155. 155. 35… and share their Refresh votes with friends onFacebook or Twitter
  156. 156. 36Sign into HuffPo with Facebook and share/discussnews with your social graph
  157. 157. 37“Like” merchandise in the Levi’s store via Facebookand share with friends
  158. 158. 38A seamless integration between 8. Seamlesscorporate site and social sites integration 7. Social log-in triggers sharing 6. Users stay on site with social log-in 5. Aggregate discussion on site 4. Brand integrated in social channels 3. Link away but encourage sharing 2. Link directly away with no strategy 1. Do nothing – No social integration
  159. 159. 40vitaminwater doesn’t have a corporate site – it’s“temporarily” moved to Facebook
  160. 160. 41The Radical Future?Websites are dynamically assembled on the flybased on social profiles.This could happen in person, or while using Googleor Facebook.As a result, URLs won’t matter, nor will domains/Instead the web will be sorted around people andcontextual situations.As a result, ads become useful information, anddesirable.
  161. 161. 44Site opportunitiesThe future of web experiences will be based aroundpeople –not products.Take inventory of all corporate web assets and identifywhere they are in the framework.Identify desired state and build a plan against it. Startsmall and slow, and be sure to have a strategy.Don’t arbitrarily jump into social marketing space without along term goal. Be deliberate in your actions.
  162. 162. Tofinish (phew)
  163. 163. “Like  air  &   drinking  water,  being   digital  will  be  no3ced  by  its   absence,  not  it’s  presence”                                            Nicholas  Negroponte,  1998
  164. 164. OpportunitiesNew channels advance but traditional channelshold firmIt’s vital that communication spans the channelsWhen channels are connected the whole can begreater than the sum of it’s partsEmergence of multi-tasking provides theopportunity to connect channels like never before
  165. 165. It’s not all about the latest technologyWalkers combine channels to reach & engageHigh reach channels used to deliver message and inspire audienceAccessible digital channels including text offered easy route to deliverengagement
  166. 166. and don’t forget, of course some of this seems strange...1. Everything that’s already in the world when you’re born is just normal2. Anything that gets invented between then and before you turn thirty is incredibly exciting and creative and with any luck you can make a career out of it3. Anything that gets invented after you’re thirty is against the natural order of things and the beginning of the end of civilisation as we know it until it’s been around for about ten years when it gradually turns out to be alright really.
  167. 167. Brands I’m watching
  168. 168. The rules of marketing may have changed. Butyou still need to get attention, be remembered and generate results.
  169. 169. futureme.orgWrite down 3 things which you’ve found most important about this afternoon which you need to remember. Email yourself in 1 months time.
  170. 170. THA NKSHomework:Join Twitter, Linked In & make sure you have a Google account

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