Trends for Marketing in the Digital Age
Zena Weist
VP Strategy, Expion
@zenaweist
Trusted by over 200 Household Brands

Expion FAVE50 Social Retail Index - Download
Digital Marketing Trends
 Real Time Marketing
 Creating Youtility Through Care, Context &
Creativity
 Empowering Employ...
Digital Marketing Trends

 Real Time Marketing
Using data analytics with a process flow
to shift marketing messaging
in r...
REAL TIME - Oreo’s Super Bowl Catalyst

http://expi.co/0uAY
Real Time Marketing – The How
 Process - not a project
 Ongoing newsroom - not campaign
 Brand relevant - not buzz wedg...
MEASUREMENT - Oreo’s Media Mix

http://expi.co/0uAT
Real Time Marketing - Measurement





Measure holistically
It’s not EITHER/OR – it’s AND
It has to be trackable - cho...
Digital Marketing Trends

 Real Time Marketing
 Creating Youtility Through Care, Context &
Creativity
 Empowering Emplo...
Digital Marketing Trends
 Creating Youtility Through Care, Context &
Creativity
“If you sell something, you make a custom...
Businesses know social listening is
important

4/5*

Companies “listen” to social media

*Approximately 80% of marketers a...
But most companies are passive

Source: Forrester 2012
CARE - Social Business Foundation
CONTEXT - Gatorade Command Center

http://expi.co/0uAe
CREATIVITY – Breaking through the clutter

Listen, Respond, Resolve, Share
Creating Youtility Through Care, Context &
Creativity
 Customer service first
 Product innovation through listening
 Cr...
Digital Marketing Trends

 Real Time Marketing
 Creating Youtility Through Care, Context &
Creativity
 Empowering Emplo...
Digital Marketing Trends
 Empowering Employees & Fans
Enabling your best fans to tell your brand story. e.
H&R Block operates over
10,000 retail offices in the the
United States and 1,700 retail
offices abroad and employs
90,000 ...
#IAMHRBlock
Empowering Employees & Fans

 Simple tool
 Content with guardrails
 No voluntolds
Digital Marketing Trends
 Real Time Marketing
 Creating Youtility Through Care, Context &
Creativity
 Empowering Employ...
Resources
 Expion FAVE50 Social Retail Index - Download
 Edison Research – The Infinite Dial 2013, Navigating
Digital Pl...
Thank you!
Zena Weist
@zenaweist
zweist@expion.com
2013 Social Media Trends
2013 Social Media Trends
2013 Social Media Trends
2013 Social Media Trends
2013 Social Media Trends
2013 Social Media Trends
2013 Social Media Trends
2013 Social Media Trends
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2013 Social Media Trends

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In this keynote, Zena focuses on 3 Key 2013 Trends:
1) Real Time Marketing
2) Creating Youtility Through Care, Context & Creativity
3) Empowering Employees & Fans

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  • Real Time is overhyped (and what’s it mean? it’s using data analytics with a process flow to shift marketing messaging in real time or near real time)Call it Agile, Right Time, Marketing in the Moment, Engagement Marketing – really it’s just simply Marketing
  • The tweet was retweeted more than 15Ktimes
  • mPulse Lab – over 72 different dashboards monitoring various online conversations that were going on for Oreo and other Mondelez International brands
  • The Oreo Black Out tweet and all the processes developed for the Super Bowl came from the Daily Twist campaign celebrating Oreo’s 100 yr anniversary
  • http://expi.co/0uAY - Internet Week PanelThe Power of Microcontent and Marketing in the Moment – a three minute clip explaining how Daily Twist was the process catalyst for Oreo’s Dunk In the Dark
  • Daily Twist came from the print campaign…cross channel extensions. What works best with each medium.Background:A print campaign earlier in the year used the iconic cookie to bring memorable moments of the past century to life, from the invention of the yoyo to the movie Jaws. "The Daily Twist campaign expanded on what we had, and brought it to life in real time," said Chen.
  • 1)Measure holistically. In order to make your media spend work smarter, you need to measure the overall media ecosystem. You can’t look at one single post – or for that matter a single channel – you need to measure how the channels are working together. As Bonin says, “Imagine if you could make 90% of your media spend work twice as hard. Holy wow! That is a huge unlock opportunity.”2) It’s not either/or, it’s and. To optimize, it’s about how the media work together. The example Bonin gives is when Mondelez International analyze their marketing mix models, they see when they run digital and TV in conjunction the TV spot gets twice the effectiveness versus running the spot solo. Twice the effectiveness. Ponder that and.3)ROI – actual product sold – has to be tracked. One of Bonin’s roles as VP of Global Media and Consumer Engagement is to look at the overall ROI of the overall marketing mix. Social efforts can be tracked through clickstream integration and can help you track other traditional channels with online call-to-actions (CTAs). You don’t have to rely on impressions (or other soft metrics) when you can track to sell. You want numbers to prove it? Bonin delivers with this example: mobile programs and Oreo’s integrated organizational changes combined to deliver 10% of overall  sales of Oreo in the US.
  • Borrowing the word Youtility from New York Time’s best seller of Youtility , Jay Baer to discuss Care (foundation customer service response and resolution), Context (listening and identifying the unmet need) & Content (useful stuff your brand produces or curates and shares)As Jay says – If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life.
  • Product Innovations - Gatorade’s command center identified a $6B market (pre and post workout) https://vimeo.com/71450156
  • Regulatory
  • Real Time is overhyped (and what’s it mean? it’s using data analytics with a process flow to shift marketing messaging in real time or near real time)Call it Agile, Right Time, Marketing in the Moment, Engagement Marketing – really it’s just simply Marketing Borrowing the word Youtility from New York Time’s best seller of Youtility , Jay Baer to discuss Care (foundation customer service response and resolution), Context (listening and identifying the unmet need) & Content (useful stuff your brand produces or curates and shares)As Jay says – If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life.Enabling your best fans to tell your brand story
  • 2013 Social Media Trends

    1. 1. Trends for Marketing in the Digital Age Zena Weist VP Strategy, Expion @zenaweist
    2. 2. Trusted by over 200 Household Brands Expion FAVE50 Social Retail Index - Download
    3. 3. Digital Marketing Trends  Real Time Marketing  Creating Youtility Through Care, Context & Creativity  Empowering Employees & Fans
    4. 4. Digital Marketing Trends  Real Time Marketing Using data analytics with a process flow to shift marketing messaging in real time or near real time.
    5. 5. REAL TIME - Oreo’s Super Bowl Catalyst http://expi.co/0uAY
    6. 6. Real Time Marketing – The How  Process - not a project  Ongoing newsroom - not campaign  Brand relevant - not buzz wedge
    7. 7. MEASUREMENT - Oreo’s Media Mix http://expi.co/0uAT
    8. 8. Real Time Marketing - Measurement     Measure holistically It’s not EITHER/OR – it’s AND It has to be trackable - chops Cross media commitment - not silo
    9. 9. Digital Marketing Trends  Real Time Marketing  Creating Youtility Through Care, Context & Creativity  Empowering Employees & Fans
    10. 10. Digital Marketing Trends  Creating Youtility Through Care, Context & Creativity “If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life.” - @jaybaer for life.
    11. 11. Businesses know social listening is important 4/5* Companies “listen” to social media *Approximately 80% of marketers actively involved in their company’s social media strategy report “listening” as an existing goal Source: Forrester 2012
    12. 12. But most companies are passive Source: Forrester 2012
    13. 13. CARE - Social Business Foundation
    14. 14. CONTEXT - Gatorade Command Center http://expi.co/0uAe
    15. 15. CREATIVITY – Breaking through the clutter Listen, Respond, Resolve, Share
    16. 16. Creating Youtility Through Care, Context & Creativity  Customer service first  Product innovation through listening  Creative service by tapping into passion
    17. 17. Digital Marketing Trends  Real Time Marketing  Creating Youtility Through Care, Context & Creativity  Empowering Employees & Fans
    18. 18. Digital Marketing Trends  Empowering Employees & Fans Enabling your best fans to tell your brand story. e.
    19. 19. H&R Block operates over 10,000 retail offices in the the United States and 1,700 retail offices abroad and employs 90,000 Tax Professionals worldwide.
    20. 20. #IAMHRBlock
    21. 21. Empowering Employees & Fans  Simple tool  Content with guardrails  No voluntolds
    22. 22. Digital Marketing Trends  Real Time Marketing  Creating Youtility Through Care, Context & Creativity  Empowering Employees & Fans
    23. 23. Resources  Expion FAVE50 Social Retail Index - Download  Edison Research – The Infinite Dial 2013, Navigating Digital Platforms  Forrester Research – Social Intelligence  Edison Research – Mom & Media 2013  Pew Research – Online Adults on Social Networking  Altimeter Research – Brand Advocacy  Social Pros – H&R Block  Social Pros – Hilton Worldwide  Real Time Marketing – SXSW Panel  Content Marketing – 32 Research Reports  Social Media Today - 101 Social Media and Digital Marketing Stats
    24. 24. Thank you! Zena Weist @zenaweist zweist@expion.com
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