I work with organisations tohelp them navigate thedigital marketing landscape.Education plays a criticalrole in helping facilitatechange.
The Hype Cycle Peak of inﬂated expecta0ons Plateau of produc0vityEXCITEMENT Slope of enlightenment Trough of disillusionment TIME
"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
So... developments in technology havechanged the media landscape,consumers behave differently,communications have to adapt… we’removing from broadcast to a networkmodel...
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
"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
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
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
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 social networks – at work *Comscore June 2010 1 Ofcom Aug 2010
Online games are bigger than ever39% of all internet users play games onlinePlaying games online is now more popular thandownloading music and video
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 sites vary little across all ages
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 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
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 time multi-tasking
Technology provides the tools to multi-taskMore powerful - We can consume multiple channels throughone deviceMore accessible - We can use devices in more and morecontexts
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
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 previously operated by a small group of professionals.
“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
The Impact of TechnologyCustomers are...CreatorsCriticsProducersCommunity managersConnectedThis impacts marketing, support & product developmentBrands are evolving
How can brands cut through & connect withpeople in a stream of so much information?
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
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
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?
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
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
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
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 Beat Cadbury’s Eyebrows
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%
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
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
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
Social Networks Video Blogs Sharing WHERE Mobile Podcasts CONVERSATIONS SMS HAPPEN Message Boards & Gaming IM Photo Sharingsocial
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 aroundPrepackaged, just lightand stand backBUT they burn verybrightly, but die veryquickly.
Bonﬁres Take time to get going Might go out Require commitment Might be lonely at ﬁrsthNp://www.ﬂickr.com/photos/sarcasmeNe/3805363440/sizes/l/
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/reginayiqing/2724868889/sizes/l/
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%
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/
Facebook groups, let’s fan some…• Red Bull• Coca Cola• Stellaartoisuk• Heineken• Guinness• Budweiser• TheMacallan• Lionel Messi 7 million people in 7 hours
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 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.
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?
"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
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
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
Smartphones now makeup 20% of 3 billiondevices worldwide, withmarket share blazingtowards 50% over next3 years. Comscore 2010
“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
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 willshare their tips and to-dos, essentially serving as curators of city-speciﬁc information thatfans can follow and practice in real life.
Old Navy + Shazam = Hidden ContentCustom Shazam landing pageThe commercial’s song“shop the look”
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
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
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
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 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
15McDonald’s directs visitors away with a link (TV ads too)
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.”
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
20Outback Steakhouse’s new Facebook “Like”button links away and encourages sharing
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
23Starbucks experience mirrored in social channels
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.
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.
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
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.
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
31Customers log in with Facebook Connect onH&R Block’s community
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
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 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
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 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.
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.
“Like air & drinking water, being digital will be no3ced by its absence, not it’s presence” Nicholas Negroponte, 1998
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
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
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.