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The Truth: How the Social, Local, Mobile Web Affects Sales Online and Offline

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What your customers do online changes every day. Here's why and how to adapt your digital marketing strategy to your social, local, mobile customer.

What your customers do online changes every day. Here's why and how to adapt your digital marketing strategy to your social, local, mobile customer.

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  • 1. The TruthHow the Social, Local, Mobile WebAffects Sales Online and Offline1Monday, May 13, 13
  • 2. 2Based on atrue story...2Monday, May 13, 13
  • 3. 3The truth hurts3Monday, May 13, 13
  • 4. 44Monday, May 13, 13
  • 5. 5The truth willset you free5Monday, May 13, 13
  • 6. “SoLoMo”6The Truth:Stupid, but useful word of the day...6Monday, May 13, 13
  • 7. “SoLoMoPho”7Or...7Monday, May 13, 13
  • 8. Myth:Facebook is theworld’s largest socialnetwork8Monday, May 13, 13
  • 9. Bonus myth: Facebook is theworld’s 3rd-largest country 9Country PopulationChina 1,354,040,000India 1,210,193,422Facebook 1,110,000,000United States 315,822,000Indonesia 237,641,326Brazil 193,946,886Source: Wikipedia9Monday, May 13, 13
  • 10. Truth:At best, Facebook is a continent 10Country Facebook usersUnited States 168.8 millionBrazil 64.6 millionIndia 62.6 millionIndonesia 51.4 millionMexico 40.2 millionRest of the world 491+ millionSource: Socialbakers.com10Monday, May 13, 13
  • 11. 11Roughly 1 billion users11Monday, May 13, 13
  • 12. 600 million mobile users12Monday, May 13, 13
  • 13. 13300 million photos uploaded daily13Monday, May 13, 13
  • 14. 142.7 billion daily “Likes”14Monday, May 13, 13
  • 15. Really?15Facebook isn’t the world’s largestsocial network?15Monday, May 13, 13
  • 16. Truth:The Internet is theworld’s largest socialnetwork16Monday, May 13, 13
  • 17. 30 hours of video uploadedEvery minute on the Internet 17100,000 tweets204,000,000 emailsSource: Intel17Monday, May 13, 13
  • 18. A tangled web18Monday, May 13, 13
  • 19. ©  2013  -­‐  Tim  Peter  &  Associates19Monday, May 13, 13
  • 20. Bonus truth:All marketing is social20Monday, May 13, 13
  • 21. 21Monday, May 13, 13
  • 22. Importance of social■ Over 2/3rds of US Internet users regularly use asocial network■ 83% of consumers say it is important to read user-generated content before making a decision aboutbanking or other financial services■ Visitors who read CPG reviews have a 6% higherAOV than visitors who don’t read reviews■ 54% of business travelers made travel plansbased on reviews22Source: Bazaarvoice22Monday, May 13, 13
  • 23. 23Monday, May 13, 13
  • 24. 23Monday, May 13, 13
  • 25. 23Monday, May 13, 13
  • 26. 23Monday, May 13, 13
  • 27. ©  2013  -­‐  Tim  Peter  &  Associates24Monday, May 13, 13
  • 28. 25Monday, May 13, 13
  • 29. Are we asking thewrong question?26Monday, May 13, 13
  • 30. 30%70%3x ROI < 3x ROISource: Facebook/Datalogix, February 20132750% 50%5x ROI < 5x ROIFacebook data match test27Monday, May 13, 13
  • 31. 30%70%3x ROI < 3x ROISource: Facebook/Datalogix, February 20132850% 50%5x ROI < 5x ROIFacebook data match testBonus truth:Facebook (and social) is like TV28Monday, May 13, 13
  • 32. Myth:Mobile is a device29Monday, May 13, 13
  • 33. Cost of Computing 30ProcessorMemoryStorageScreen resolutionMoviesWifiBluetoothCamera2 GHz dual core2 GB120 GB1024x768Yes802.11 a/b/gOptional (Extra cost)Optional (Extra cost)30Monday, May 13, 13
  • 34. Cost of Computing 31ProcessorMemoryStorageScreen resolutionMoviesWifiBluetoothCameraWeightBattery lifeCost2 GHz dual core2 GB120 GB1024x768Yes802.11 a/b/gOptional (Extra cost)Optional (Extra cost)8.9 pounds2.5 hours$1,100 ($3,000 with options)31Monday, May 13, 13
  • 35. Cost of Computing 32ProcessorMemoryStorageScreen resolutionMoviesWifiBluetoothCameraWeightBattery lifeCost2 GHz dual core 1.5 GHz dual core2 GB 2 GB120 GB 32 GB + cloud1024x768 1280x768Yes Yes (internal or streaming)802.11 a/b/g 802.11 a/b/g/nOptional (Extra cost) YesOptional (Extra cost) 8 MP8.9 pounds 0.3 pounds2.5 hours 7.75 hours$1,100 ($3,000 with options) $ 649 ($99.99 w/ contract)32Monday, May 13, 13
  • 36. Truth:Mobile is a situation33Monday, May 13, 13
  • 37. 34Monday, May 13, 13
  • 38. 01,0002,0003,0004,0005,0006,0007,000Total Subscriptions - Q4 2011Smartphone Mobile phoneSource: Mary Meeker & Liang Wu http://www.scribd.com/doc/95259089/KPCB-Internet-Trends-20126.1 Billion953 Million3535Monday, May 13, 13
  • 39. 01,0002,0003,0004,0005,0006,0007,000Total Subscriptions - Q4 2011Smartphone Mobile phoneSource: Mary Meeker & Liang Wu http://www.scribd.com/doc/95259089/KPCB-Internet-Trends-20126.1 Billion953 MillionX3636Monday, May 13, 13
  • 40. More people own mobilephones than own toothbrushes 3737Monday, May 13, 13
  • 41. June, 2011: “The Special Rapporteur [of theUnited Nations] considers cutting off usersfrom internet access, regardless of thejustification provided... to be... a violation ofarticle 19, paragraph 3, of the InternationalCovenant on Civil and Political Rights.”©  2013  -­‐  Tim  Peter  &  Associates38Monday, May 13, 13
  • 42. “The web is likeelectricity. Its just there.”Eric Schmidt39Monday, May 13, 13
  • 43. 4040Monday, May 13, 13
  • 44. ©  2013  -­‐  Tim  Peter  &  Associates41Monday, May 13, 13
  • 45. • 44% of all cell users• 40% of those 35-44• 50% of smartphone users• 60% of those 18-3442Monday, May 13, 13
  • 46. 430510152025InternetSocial mediaMusicGamesPhone callsEmailTextingTV/moviesBooksCameraSource: Pew Internet and American Life ProjectMobile use, minutes per day43Monday, May 13, 13
  • 47. 440510152025InternetSocial mediaMusicGamesPhone callsEmailTextingTV/moviesBooksCameraSource: Pew Internet and American Life ProjectMobile use, minutes per day44Monday, May 13, 13
  • 48. ©  2013  -­‐  Tim  Peter  &  Associates45Monday, May 13, 13
  • 49. 2013: 45% of searches on mobile0%25%50%75%100%2012 201355%65%45%35%Mobile searches Desktop searchesSource: Google4646Monday, May 13, 13
  • 50. Bonus truth:You can ignore mobile so long as yourcustomers never leave their house47Monday, May 13, 13
  • 51. Defining  “mobile”Context:Past actions, history, selected preferencesAssumed attitudes based on situation andactions“Where u @,” altitude, speed©  2013  -­‐  Tim  Peter  &  Associates48Monday, May 13, 13
  • 52. Defining  “mobile”42% of tablet usewhile watching TV©  2013  -­‐  Tim  Peter  &  Associates49Monday, May 13, 13
  • 53. 0%20%40%60%80%100%End on different device End on same deviceCross-channel/cross-device 50Consumers50Monday, May 13, 13
  • 54. ©  2013  -­‐  Tim  Peter  &  Associates51Monday, May 13, 13
  • 55. March 6, 1983:First commercialmobile phone &network©  2013  -­‐  Tim  Peter  &  Associates52Monday, May 13, 13
  • 56. What’s next?Sensors everywhereDistance, floor in building, aisle, whatdirectionLight, dark, time of dayGesture-based control (Xbox Kinect orWii – exists in Samsung Galaxy S4)Biometrics (Are you excited? Confused?)©  2013  -­‐  Tim  Peter  &  Associates53Monday, May 13, 13
  • 57. 54Monday, May 13, 13
  • 58. 5555Monday, May 13, 13
  • 59. Guess whenGen Y wasborn©  2013  -­‐  Tim  Peter  &  Associates56Monday, May 13, 13
  • 60. 26%74%Within 24 hours of arrival More than 24 hours in advanceSource: Priceline.com, February 201357Priceline mobile bookingsValentine’s Day, 201357Monday, May 13, 13
  • 61. Myth:Google (is/is not) evil58Monday, May 13, 13
  • 62. 5959Monday, May 13, 13
  • 63. 6060Monday, May 13, 13
  • 64. 61What about this is“brand friendly”?61Monday, May 13, 13
  • 65. 02.755.58.25112010 2011Sites Visited - All E-commerceSource: Google http://www.thinkwithgoogle.com/insights/featured/five-stages-of-travel/ & http://www.thinkwithgoogle.com/insights/library/studies/the-zero-moment-of-truth-macro-study/6262Monday, May 13, 13
  • 66. 07.51522.5302010 2011Sites Visited - All E-commerce Sites Visited - Travel63Source: Google http://www.thinkwithgoogle.com/insights/featured/five-stages-of-travel/ & http://www.thinkwithgoogle.com/insights/library/studies/the-zero-moment-of-truth-macro-study/63Monday, May 13, 13
  • 67. The cost/benefit of talking toeveryone 6464Monday, May 13, 13
  • 68. The cost/benefit of talking toeveryone 6565Monday, May 13, 13
  • 69. Mike Moran© 2010 Mike Moran© 2012 Mike Moran Group LLC© 2012 Mike Moran Group LLC66Monday, May 13, 13
  • 70. Increase in CPC’s■Increased competition for terms■Improved clickthrough rates■Lower overall impression share6767Monday, May 13, 13
  • 71. Decline in display CPM’s■Apparent costs increased■Total impressions have fallen infavor of “viewable impressions”and RTB/increased targeting6868Monday, May 13, 13
  • 72. “Price”69Top search term prior to buying?69Monday, May 13, 13
  • 73. 70Partners?70Monday, May 13, 13
  • 74. Why?71Here’s a question...71Monday, May 13, 13
  • 75. Mike Moran© 2010 Mike Moran© 2012 Mike Moran Group LLC© 2012 Mike Moran Group LLC72Monday, May 13, 13
  • 76. Mike Moran© 2010 Mike Moran© 2012 Mike Moran Group LLC© 2012 Mike Moran Group LLC72Monday, May 13, 13
  • 77. Mike Moran© 2010 Mike Moran© 2012 Mike Moran Group LLC© 2012 Mike Moran Group LLC72Monday, May 13, 13
  • 78. Mike Moran© 2010 Mike Moran© 2012 Mike Moran Group LLC© 2012 Mike Moran Group LLC72Monday, May 13, 13
  • 79. Mike Moran© 2010 Mike Moran© 2012 Mike Moran Group LLC© 2012 Mike Moran Group LLC72Monday, May 13, 13
  • 80. Mike Moran© 2010 Mike Moran© 2012 Mike Moran Group LLC© 2012 Mike Moran Group LLC72Monday, May 13, 13
  • 81. Mike Moran© 2010 Mike Moran© 2012 Mike Moran Group LLC© 2012 Mike Moran Group LLC72Monday, May 13, 13
  • 82. Mike Moran© 2010 Mike Moran© 2012 Mike Moran Group LLC© 2012 Mike Moran Group LLC72Monday, May 13, 13
  • 83. Mike Moran© 2010 Mike Moran© 2012 Mike Moran Group LLC© 2012 Mike Moran Group LLC72Monday, May 13, 13
  • 84. Mike Moran© 2010 Mike Moran© 2012 Mike Moran Group LLC© 2012 Mike Moran Group LLC72Monday, May 13, 13
  • 85. Mike Moran© 2010 Mike Moran© 2012 Mike Moran Group LLC© 2012 Mike Moran Group LLC72Monday, May 13, 13
  • 86. Mike Moran© 2010 Mike Moran© 2012 Mike Moran Group LLC© 2012 Mike Moran Group LLCBecause we’vetrained them73Monday, May 13, 13
  • 87. Truth:Own the data,own the customer74Monday, May 13, 13
  • 88. 7575Monday, May 13, 13
  • 89. 7676Monday, May 13, 13
  • 90. 77AFGAM77Monday, May 13, 13
  • 91. 78AppleFacebookGoogleAmazonMicrosoft78Monday, May 13, 13
  • 92. 79Apple Facebook Google Amazon MicrosoftSearch EngineSocial NetworkDisplayAdvertisingMobileWeb browserEmail/CommunicationsCloudLBSPaymentsSiri Graph Search Well, duhA9 + productsearchBing??? Well, duh Google+Goodreads/AskvilleYammer/SocliAdsFacebookDisplay NetworkDoubleClickAmazon MediaGroupMicrosoft DisplayAdvertisingiOS Facebook Home Android Kindle Windows PhoneSafari Facebook Home Chrome Silk IEiCloudChat/Messaging/Video CallingGMail/GoogleVoice/Hangouts???Outlook.com/SkypeiCloud ???Google Profile/Google DriveCloud Drive/Cloud PlayerOutlook.com/Office.comMaps Check-ins/HomeGoogle Maps/Google+ PlacesKindle Set to launchPassbookFacebookPaymentsCheckout/WalletAmazonPayments???79Monday, May 13, 13
  • 93. 80Apple Facebook Google Amazon MicrosoftSearch EngineSocial NetworkDisplayAdvertisingMobileWeb browserEmail/CommunicationsCloudLBSPaymentsSiri Graph Search Well, duhA9 + productsearchBing??? Well, duh Google+Goodreads/AskvilleYammer/SocliAdsFacebookDisplay NetworkDoubleClickAmazon MediaGroupMicrosoft DisplayAdvertisingiOS Facebook Home Android Kindle Windows PhoneSafari Facebook Home Chrome Silk IEiCloudChat/Messaging/Video CallingGMail/GoogleVoice/Hangouts???Outlook.com/SkypeiCloud ???Google Profile/Google DriveCloud Drive/Cloud PlayerOutlook.com/Office.comMaps Check-ins/HomeGoogle Maps/Google+ PlacesKindle Set to launchPassbookFacebookPaymentsCheckout/WalletAmazonPayments???80Monday, May 13, 13
  • 94. 81Amazon receives $1 outof every $6 spent onlineSource: Internet Retailer, eMarketer (excludes travel, digital downloads and event ticket sales81Monday, May 13, 13
  • 95. 05001,0001,5002,0002,500Top Amazon Display Ad Buyers (Millions of impressions)Weight Watchers AT&T Proctor & GambleSource: comScore Festival of Media Presentation, April 20138282Monday, May 13, 13
  • 96. 8310%90%How much of the world’s aggregatedata collected in last 2 years?2011-2012 Pre-2011Source: IBM Research83Monday, May 13, 13
  • 97. Have we reached “peak search?” 84100%Source: Google - Search Volume Growth by SourceMobile Desktop84Monday, May 13, 13
  • 98. What is a search engine?85Monday, May 13, 13
  • 99. 86Monday, May 13, 13
  • 100. 86Monday, May 13, 13
  • 101. 86Monday, May 13, 13
  • 102. 86Monday, May 13, 13
  • 103. 86Monday, May 13, 13
  • 104. 86Monday, May 13, 13
  • 105. 86Monday, May 13, 13
  • 106. 86Monday, May 13, 13
  • 107. 86Monday, May 13, 13
  • 108. 86Monday, May 13, 13
  • 109. 86Monday, May 13, 13
  • 110. 86Monday, May 13, 13
  • 111. 86Monday, May 13, 13
  • 112. 86Monday, May 13, 13
  • 113. 86Monday, May 13, 13
  • 114. 86Monday, May 13, 13
  • 115. 86Monday, May 13, 13
  • 116. 86Monday, May 13, 13
  • 117. 86Monday, May 13, 13
  • 118. 86Monday, May 13, 13
  • 119. 86Monday, May 13, 13
  • 120. What is a search engine? 8787Monday, May 13, 13
  • 121. Myth:The purchase “funnel”88Monday, May 13, 13
  • 122. 89The purchase “funnel”89Monday, May 13, 13
  • 123. 2012 $224.2 billion2013 $256.0 billion2014 $289.8 billion90Source: eMarketer, March 2012 and United States Department of Commerce data, December 2012 (US-only e-commerce)How big is “e-commerce”?90Monday, May 13, 13
  • 124. 2012 $224.2 billion2013 $256.0 billion2014 $289.8 billion91Source: eMarketer, March 2012 and United States Department of Commerce data, December 2012 (US-only e-commerce)6%-7%How big is “e-commerce”?91Monday, May 13, 13
  • 125. Truth:It’s all e-commerce92Monday, May 13, 13
  • 126. 0%25%50%75%100%2012 2013 2014 20158.4%8.0%7.6%7.2%42.7%41.1%39.8%38.2%49.0%51.2%52.6%54.6%Offline only Web-influenced offline Online onlySource: eMarketer93Monday, May 13, 13
  • 127. Yourcustomer’sjourney...©  2013  -­‐  Tim  Peter  &  Associates94Monday, May 13, 13
  • 128. ©  2013  -­‐  Tim  Peter  &  AssociatesDreamingDiscoveryResearchingPurchasingAnticipatingConsumingRemembering95Monday, May 13, 13
  • 129. 0%25%50%75%100%2013 2014 201521%18%15%79%82%85%Total e-commerce M-commerceSource: eMarketer96Monday, May 13, 13
  • 130. Is “showrooming” amyth or the truth?97Monday, May 13, 13
  • 131. Showrooming■ 84% of smartphone shoppers use their devices while instore (Google)■ 14% of consumers purchased via mobile while in store(eMarketer)■ 60% of “showroomers” claim they were going topurchase in store, but changed mind after browsingonline while in-store (comScore)■ Shoppers who use mobile more, buy more (Google)9898Monday, May 13, 13
  • 132. “Price”99Top search term prior to buying?99Monday, May 13, 13
  • 133. So#$Business$Results$Reduce$Prices$Reduce$Service$and$Marke6ng$to$Pay$for$Price$Reduc6ons$Short;term$Sales$Improve$Compe6tors$Respond$Customer$Expecta6ons$Shi#$Customer$Experience$Deteriorates$100100Monday, May 13, 13
  • 134. 101101Monday, May 13, 13
  • 135. Living La Vida SoLoMo102Monday, May 13, 13
  • 136. 4 “P’s” of marketing + 1 103103Monday, May 13, 13
  • 137. 104Am I going to enjoyyour product/service?104Monday, May 13, 13
  • 138. Why should I buyfrom you?105Monday, May 13, 13
  • 139. Mind your “P’s and Q”Place QualityPrice106Monday, May 13, 13
  • 140. HeartHeadFastSlowImpulsive& EnthusiasticDominant& AmbitiousAnalytical& OrganizedReliable& Predictable107Monday, May 13, 13
  • 141. HeartHeadFastSlowImpulsive& EnthusiasticDominant& AmbitiousAnalytical& OrganizedReliable& PredictablePlaceQualityPriceQualityPlacePricePricePlaceQualityPlace QualityPrice108Monday, May 13, 13
  • 142. People first, butremember, there’s anInternet in their pocket109Monday, May 13, 13
  • 143. Embraceresponsivedesign110Monday, May 13, 13
  • 144. Task-oriented Contextual 111111Monday, May 13, 13
  • 145. Context-aware? 112112Monday, May 13, 13
  • 146. Context-aware? 113113Monday, May 13, 13
  • 147. Context-aware? 114114Monday, May 13, 13
  • 148. Truth:Content + context = conversions 115115Monday, May 13, 13
  • 149. 116Monday, May 13, 13
  • 150. Positive return budgeting■ Digital demands ROAS focus■ Manage marketing budget and activities to targetreturn■ Increase or lower CPC/CPM’s based on conversionrate (per goal) to achieve target return117117Monday, May 13, 13
  • 151. Customer lifetime value 118Customer1stpurchase2ndpurchase3rdpurchase4thpurchaseOngoing TotalTigerRoryPhil$25Does notreturnDoes notreturnDoes notreturnDoes notreturn$25 (Low)$25 $32Does notreturnDoes notreturnDoes notreturn$57(Medium)$25 $32 $32 $64 ... $153 (High)118Monday, May 13, 13
  • 152. 119“Likeable,”shareablecontent119Monday, May 13, 13
  • 153. 120120Monday, May 13, 13
  • 154. Truth:Your CIO needs to beyour best friend 121121Monday, May 13, 13
  • 155. 122Monday, May 13, 13
  • 156. 123Monday, May 13, 13
  • 157. X 123Monday, May 13, 13
  • 158. 124124Monday, May 13, 13
  • 159. Myth:This is all in the future125Monday, May 13, 13
  • 160. “We always overestimatethe change that willoccur in the next twoyears and underestimatethe change that willoccur in the next ten.” -Bill Gates©  2013  -­‐  Tim  Peter  &  Associates126Monday, May 13, 13
  • 161. 127“The future isalready here... it’sjust not evenlydistributed.”127Monday, May 13, 13
  • 162. 128TextTesco Home plusVirtual stores in subwaystations+130% online sales#1 online grocery store#2 grocery sales overallNo increase in store count128Monday, May 13, 13
  • 163. “Significant”increases invisits/spend129Monday, May 13, 13
  • 164. Nike+ andFuel Band130Monday, May 13, 13
  • 165. W Hotelscuratedmusic mixes131Monday, May 13, 13
  • 166. 100% increase ine-commercerevenue YOY132Monday, May 13, 13
  • 167. 20,000 shares525 million earned mediaimpressions133Monday, May 13, 13
  • 168. 13432% increase in F&B37% increase in event revenues75-175 roomnights/month134Monday, May 13, 13
  • 169. 135Monday, May 13, 13
  • 170. Questions?136Monday, May 13, 13
  • 171. Questions to get started■ Which sales/marketing channels producegreatest/least profitability?■ How does your website compare to best-in-class for content, social, local, mobile?■ What do your customers think works? Doesn’t?■ How can you build customer data? Leveragepartner data?137137Monday, May 13, 13
  • 172. Summary■ All marketing is social■ Mobile is a situation, not a device■ Own the data, own the customer■ It’s all e-commerce■ Customers first, mobile in their pocket■ Team, team, team138138Monday, May 13, 13
  • 173. Who trustsTim Peter & Associates? 139139Monday, May 13, 13
  • 174. Did that hurt?140Monday, May 13, 13
  • 175. Thank youWeb: timpeter.comPhone: 201-305-0055Email: tim@timpeter.comTwitter: twitter.com/tcpeter141141Monday, May 13, 13