FMCG Digital Overview
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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.

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

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FMCG Digital Overview FMCG Digital Overview Presentation Transcript

  • Digital Session 2011
  • 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
  • Tim Sparke@sparkey
  • 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...
  • 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
  • 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 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
  • 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 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
  • 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 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
  • Consumer Profile Tools
  • 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
  • Somedigitalideas
  • Display ads advance
  • 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?
  • and funny
  • and interactiveIncorporates Twitter feed from the New York Auto show. 170 millionimpressions in 3 days (17,000 hours of brand engagement).
  • 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 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 Placements on Influential Blogs
  • 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
  • Somesocialideas
  • 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%
  • 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 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
  • 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 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.
  • 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 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
  • #beatcancer
  • UTweet
  • Let’s download this...
  • 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
  • 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. 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”
  • History Channel on Foursquare
  • Barclays Water Slide AppMost successful promotional game in AppStore - 10M downloads in 6months, 40k downloads a day, 100 Million minutes of brand engagement
  • Hidden Sound
  • 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
  • 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 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
  • 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 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.
  • Tofinish (phew)
  • “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.
  • 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 yourself in 1 months time.
  • THA NKSHomework:Join Twitter, Linked In & make sure you have a Google account