10 things you should know, but no one ever told you - 2011 version

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Presentation about the latest trends in online advertising. This is the 2011 version. For more information about this topic, feel free to contact me.

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10 things you should know, but no one ever told you - 2011 version

  1. 1. A PRESENTATION BY EVAN VAN LISSUM
  2. 2. www.slideshare.net/hotei
  3. 3. 10 thingsto know aboutthe internet2011 version
  4. 4. 1. What may be true today, might be false tomorrow
  5. 5. Source 1: Facebook Europe
  6. 6. Source 1: Facebook Europe
  7. 7. 1. What may be true today, might be false tomorrow2. We are halfway...adapt now
  8. 8. Novelty Normal Source 2: Peter Hinssen, The new normal
  9. 9. NEW RULES
  10. 10. 1. Zero tolerance for digital failure gmail down for 3 hours --> CNN news Source 2: Peter Hinssen, The new normal
  11. 11. 2. The era of “good enough” It does not have to be perfect we do not have to build rolls royces Source 2: Peter Hinssen, The new normal
  12. 12. LESSON 2Adapt to the new rules
  13. 13. 1. What may be true today, might be false tomorrow2. We are halfway...adapt now3. Still using banners?
  14. 14. It’s more likelyto survive a plane crashthan to click on a banner Source 3: Business Insider
  15. 15. Who clicks? Source 4: Mediapost
  16. 16. Who clicks?• 99% never clicks Source 4: Mediapost
  17. 17. Who clicks?• 99% never clicks• 0,9% clicks once a month Source 4: Mediapost
  18. 18. Who clicks?• 99% never clicks• 0,9% clicks once a month• 0,1% are addicted clickers Source 4: Mediapost
  19. 19. Who are those addicts? Source 4: Mediapost
  20. 20. Who are those addicts?• Female Source 4: Mediapost
  21. 21. Who are those addicts?• Female• 45+ Source 4: Mediapost
  22. 22. Who are those addicts?• Female• 45+• They love gambling Source 4: Mediapost
  23. 23. Who are those addicts?• Female• 45+• They love gamblingSame people wholove to talk to telemarketeers Source 4: Mediapost
  24. 24. Banners can work, even overlooked.Buy cheap space. Nobody sees the adsanyway. The subliminal effect is the same. Source 5: Advertising Lab
  25. 25. LESSON 3Think beyond the banner
  26. 26. 1. What may be true today, might be false tomorrow2. We are halfway...adapt now3. Still using banners?4. Cross media works better
  27. 27. TV or online?
  28. 28. LESSON 4TV + online = win.
  29. 29. 1. What may be true today, might be false tomorrow2. We are halfway...adapt now3. Still using banners?4. Cross media works better5. Be extremely direct
  30. 30. Googleby the average marketeer
  31. 31. Source 7: Karl Gilis, AG Consult
  32. 32. 80%of your visitorsare interested in thesame 2 things
  33. 33. Be extremelyTO THE POINT Source 9: Jason Putorti
  34. 34. Be extremelyTO THE POINT• people don’t read, they scan Source 9: Jason Putorti
  35. 35. Be extremelyTO THE POINT• people don’t read, they scan• think in flows, not in screens Source 9: Jason Putorti
  36. 36. LESSON 5Don’t make users think
  37. 37. 1. What may be true today, might be false tomorrow2. We are halfway...adapt now3. Still using banners?4. Cross media works better5. Be extremely direct6. Go mobile
  38. 38. 50% of the people suffer ofNomophobiathe fear of being out of mobilephone contact.(lost, run out of battery or credit, nonetwork coverage)
  39. 39. Useresponsive design
  40. 40. Source 10: Boagworld
  41. 41. Mobileadvertising
  42. 42. 58%of teens say they “always” or“sometimes” look at mobile ads Source 11: The Nielsen Company
  43. 43. LESSON 6Go mobile
  44. 44. 1. What may be true today, might be false tomorrow2. We are halfway...adapt now3. Still using banners?4. Cross media works better5. Be extremely direct6. Go mobile7. A QR code will not make your brand cool
  45. 45. QR codeA key to unlock value for the consumer
  46. 46. create• Qurify, Kaywa, Scanbury, QR Stuff, Delivr• Google’s URL shortener
  47. 47. create• Qurify, Kaywa, Scanbury, QR Stuff, Delivr• Google’s URL shortenerscan
  48. 48. create• Qurify, Kaywa, Scanbury, QR Stuff, Delivr• Google’s URL shortenerscan• iPhone: downloadable app iTunes• Blackberry, Android: Scan Life
  49. 49. Source 12: 2D code
  50. 50. 3 reasons to scanLessons from Japan Source 12: 2D code
  51. 51. 3 reasons to scanLessons from Japan• To use a coupon (31%) Source 12: 2D code
  52. 52. 3 reasons to scanLessons from Japan• To use a coupon (31%)• To apply for a special promotion (31%) Source 12: 2D code
  53. 53. 3 reasons to scanLessons from Japan• To use a coupon (31%)• To apply for a special promotion (31%)• To have more information on a product (23%) Source 12: 2D code
  54. 54. A QR code on yourbusiness card willnot increase your sales.Neitherwill it make you look cool
  55. 55. LESSON 7
  56. 56. LESSON 7make sure it isVERY REWARDING...
  57. 57. LESSON 7make sure it isVERY REWARDING......and that itWORKS!
  58. 58. 1. What may be true today, might be false tomorrow2. We are halfway...adapt now3. Still using banners?4. Cross media works better5. Be extremely direct6. Go mobile7. A QR code will not make your brand cool8. Go Facebook, Facebook and Facebook
  59. 59. =internet
  60. 60. Only 3 things matter todayFacebook + online video + mobile webthe rest is becoming irrelevantless SEO, more FB ads
  61. 61. LESSON 8Go Facebook
  62. 62. 1. What may be true today, might be false tomorrow2. We are halfway...adapt now3. Still using banners?4. Cross media works better5. Be extremely direct6. Go mobile7. A QR code will not make your brand cool8. Go Facebook, Facebook and Facebook9. Cherish your fan page like a holy shrine
  63. 63. How to get fanson your Facebookpage?
  64. 64. T-shirt brand?
  65. 65. Source 15: Ad Age
  66. 66. not aT-shirt brand?
  67. 67. Facebook Ads
  68. 68. Sponsored Stories
  69. 69. Facebook Adshttp://www.facebook.com/ads/create/
  70. 70. Facebook Ads http://www.facebook.com/ads/create/Step 1: define budget (f.e. € 10.000)
  71. 71. Facebook Ads http://www.facebook.com/ads/create/Step 1: define budget (f.e. € 10.000)Step 2: define target --> CPC (f.e. € 0,5) = 20.000 visits
  72. 72. Facebook Ads http://www.facebook.com/ads/create/Step 1: define budget (f.e. € 10.000)Step 2: define target --> CPC (f.e. € 0,5) = 20.000 visitsStep 3: Guess click conversion (fun, hot,...) Like ads (5%-15%): = 1.000-3.000 fans (€ 10 - € 3,5 per fan) Sponsored stories (25%, up to 80%) = 5.000 fans (€ 2 per fan)
  73. 73. Facebook Algoritm• wall updates will not reach all fans.• Users will only receive messages if they are relevant to them• Number of impressions on the wall thus depend on the degree of interaction• The less likes and comments the less people will respond on your posts the next time• Interaction is crucial to keep a page alive !
  74. 74. When to post?
  75. 75. LESSON 9Keep interacting with your fans
  76. 76. 1. What may be true today, might be false tomorrow2. We are halfway...adapt now3. Still using banners?4. Cross media works better5. Be extremely direct6. Go mobile7. A QR code will not make your brand cool8. Go Facebook, Facebook and Facebook9. Cherish your fan page like a holy shrine10. Going viral
  77. 77. some tips forviral video successwww.viralvideochart.com Source 18: Social Times
  78. 78. Tip 1:Use petsStanding cat
  79. 79. 4.218.893 views
  80. 80. Tip 2:Remix popular videosPUSS in boots
  81. 81. 2.868.283 views
  82. 82. Tip 3:Pain is powerBelgian army
  83. 83. 103.883 views
  84. 84. Tip 4:Hidden camera is fun!Carlsberg stunts with bikers in cinema
  85. 85. 5.171.057 views
  86. 86. Tip 5:The weirder the betterAn experiment
  87. 87. 156.917.309 views
  88. 88. Tip 6Epic failsNunchucks pro
  89. 89. 1.187.293 views
  90. 90. LESSON 10The success of viral videos isunpredictable.Try, fail, be patient.
  91. 91. Links of sources1. http://slidesha.re/kZOZEq2. http://bit.ly/9C3izO3. http://read.bi/lKXOh44. http://bit.ly/eIr4Ki5. http://bit.ly/pArPi26. http://tinyurl.com/6jflrmp7. http://bit.ly/6J4Zt88. http://bit.ly/oyIXgh9. http://slidesha.re/9MPmXG10. http://bit.ly/rdzREP
  92. 92. Links of sources (2)11. http://bit.ly/amyVlC12. http://2d-code.co.uk/qr-code-hype/13. http://theunderstatement.com/14. http://dthin.gs/l27fAg15. http://bit.ly/q9TVj916. http://bit.ly/eBsQs117. http://read.bi/nVk9vu18. http://www.socialtimes.com/tag/viral-video-laws/
  93. 93. More work and wisdom at booth D101. What may be true today, might be false tomorrow2. We are halfway...adapt now3. Still using banners?4. Cross media works better5. Be extremely direct6. Go mobile7. A QR code will not make your brand cool8. Go Facebook, Facebook and Facebook9. Cherish your fan page like a holy shrine10. Going viralfor a presentation at your office: evan@theparkinglot.com

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