Three Digital Trends for the New Decade:
Building marketing strategies that are real-time, highly visible and data-driven
Curated by Steve Rubel, SVP, Director of Insights
March 2010

Technologies Get All the Attention, Yet They’re Fleeting
2

Trends, However, Develop More Slowly and Are Often Timeless
3

Focus on the Trends, But Leverage the Technologies
4

MARKETING IN THE AGE OF STREAMS:
SOCIAL MEDIA PRESENTATION
THE REAL-TIME ENGAGEMENT IMPERATIVE

THE CHALLENGE: THE FIREHOSE

9

10

PEOPLE NEED TO HEAR THINGS MANY TIMES FOR IT TO SINK IN
12

MOST ONLINE ADULTS IN JAPAN USE SOCIAL MEDIA REGULARLY
13

EXPERTS AND EMPLOYEES SHAPE OUR DECISIONS
14

EMPLOYEE ENGAGEMENT IS A KEY TO SOCIAL SUCCESS
15

I: ESTABLISH DIGITAL EMBASSIES AND EQUIP
EMPLOYEES TO BECOME AMBASSADORS
16

ESTABLISH DIGITAL EMBASSIES
17

II: EMBRACE MULTIPLICITY AND DIVERSITY

EMBRACE MULTIPLICITY AND DIVERSITY
19

III: USE THE FORCE, DON’T FIGHT IT

USE THE FORCE, DON’T FIGHT IT
21

THE GOOGLIZATION OF MEDIA:
BUILDING A DIGITALLY VISIBLE BUSINESS
22

“IN 2009, MORE DATA WILL
BE GENERATED BY
INDIVIDUALS THAN IN THE
ENTIRE HISTORY OF
MANKIND THROUGH 2008.”
- ANDREAS WEIGEND,
FORMER CHIEF SCIENTIST,
AMAZON.COM
23

24

25

26

• Search engines have a global
active reach of 86 percent of
THE SEARCH ENGINE LANDSCAPE: all users (Nielsen)
BY THE NUMBERS
• Yahoo! enjoys 50% of
searches in the Japanese
search market (comScore)
• Therefore, Google is every
business’ home page
• News and streams drive
searches, searches drive news
and streams
“Business card as search result” by Jeff McNeil
27

I - PAID SEARCH
28

II – OWNED SEARCH
29

III – EARNED SEARCH
30

IV – SOCIAL SEARCH
31

QUALITY CONTENT DRIVES DIGITAL
VISIBILITY
32

SOCIAL CONNECTIONS DRIVES DIGITAL
VISIBILITY
33

THE DATA DECADE:
SOCIAL MEDIA PRESENTATION
DIY INSIGHTS AND SITUATIONAL AWARENESS

“THE GREAT INFLECTION IS THE
MASS DIFFUSION OF LOW-
COST, HIGH-POWERED
INNOVATION TECHNOLOGIES
— FROM HAND-HELD
COMPUTERS TO WEB SITES
THAT OFFER ANY IMAGINABLE
SERVICE — PLUS CHEAP
SOCIAL MEDIA CONNECTIVITY. THEY ARE
PRESENTATION
TRANSFORMING HOW
BUSINESS IS DONE.”
- NYT COLUMNIST, THOMAS
FRIEDMAN ON THE DO-IT-
YOURSELF ECONOMY

I: TAP INTO FREE TOOLS AND
BECOME DATA JUNKIES
37

II: LOOK FOR UN-MET NEEDS AND USE THE
DATA TO PLAN PRODUCTS AND CAMPAIGNS
38

II: MAP NETWORKS TO UNDERSTAND HOW TO
USE THEM EFFICIENTLY AND EFFECTIVELY
39

40

Three Digital Trends for the New Decade:
Building marketing strategies that are real-time, highly visible and data-driven
Curated by Steve Rubel, SVP, Director of Insights
March 2010