Strategic fuel for IAB Norway - Isobar NL (by EvdB)

1,111 views

Published on

Isobar Human Media is bij uitstek de strategische advies partner voor het ontwikkelen en uitvoeren van Social Media strategiën. Isobar Human Media is hét centrale punt waar alle specialistisch kennis op het gebied van Social Media uit het Isobar netwerk samenkomt.

Voor meer informatie ga je naar:
http://www.human-media.nl

Published in: Technology, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,111
On SlideShare
0
From Embeds
0
Number of Embeds
24
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • Strategic fuel for IAB Norway - Isobar NL (by EvdB)

    1. 1. Strategic fuel INMA - IAB Norway Amsterdam, February 8 2008
    2. 2. 2740+ 100+ 37 staff offices countries Is a network not an agency Portfolio of diverse best-in-breed agencies Americas EMEA APAC Anorak Digital
    3. 3. The game has changed
    4. 4. “ To find something comparable, you have to go back 500 years to the printing press, the birth of mass media ... Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control” - Rupert Murdoch
    5. 5. Separation of Content
    6. 6. Ubiquitous content…everywhere
    7. 7. Everyone and everything connected…
    8. 8. … and everything is searchable
    9. 9. New horizons in media Possibilities to connect Possibilities to interact Possibilities to sell
    10. 10. Transparency
    11. 11. Empowered consumers
    12. 12. What brands do, not just what they say
    13. 13. http://www.flickr.com/photos/molas/128652106 Traditional creative agencies tell stories about brands Traditional media agencies buy time to allow these stories to be told But it’s your consumers who tell the most powerful stories about your brands
    14. 14. ‘ Creating Time’
    15. 15. Creating Time planning model CONSUMER STRATEGY EXPERIENCE ACTION DATA PRESENCE PARTICIPATION CONNECTION SUSTAINABLE AND OPEN SOURCE CONNECTION
    16. 16. Data + Insight = Data+
    17. 17. Influencer marketing <ul><li>Every week we see 30,000 commercial messages. </li></ul><ul><li>We only act upon 4. </li></ul><ul><li>Number of brand, product and service recommendations from trusted friends we act on weekly: </li></ul>Source: Walter Carl, Northeastern University 1:3
    18. 18. <ul><li>262 IceVibers </li></ul><ul><li>82% feedback through online questionnaire </li></ul><ul><li>4.9 of 6 samples passed on to friends </li></ul><ul><li>13.4 conversations G0  G1 </li></ul><ul><li>4.6 conversations G1  G2 </li></ul><ul><li>>> 13,375 conversations </li></ul><ul><li>25% increase of buying intention </li></ul><ul><li>44% describes ‘match’ Labello and herself as super </li></ul><ul><li>83.3% prefers Labello Caregloss & Shine over similar products </li></ul>
    19. 19. Creating Time planning model CONSUMER STRATEGY EXPERIENCE ACTION DATA PRESENCE PARTICIPATION CONNECTION SUSTAINABLE AND OPEN SOURCE CONNECTION
    20. 20. Be different: Sixt car rental (Germany) <ul><li>Sixt is a car rental company. </li></ul><ul><li>When you type in the word ‘Mietwagen’ you get a lot of sponsored results - and all of them look the same. </li></ul><ul><li>How to stand out of the crowd? </li></ul><ul><li>Sixt found the solution in using the good old ‘ASCII-art’. </li></ul>
    21. 21. Viral video’s In-line with other brand communications
    22. 22. Digital out of home MINI, London adidas, Paris
    23. 23. Amplification: adidas in Second Life
    24. 25. Amplification
    25. 26. Dove Evolution ad: similar mechanism
    26. 27. Creating Time planning model CONSUMER STRATEGY EXPERIENCE ACTION DATA PRESENCE PARTICIPATION CONNECTION SUSTAINABLE AND OPEN SOURCE CONNECTION
    27. 28. Sync SEA with offline media
    28. 29. Bring mobile into the mix Offline to mobile Web to mobile
    29. 30. Creating Time planning model CONSUMER STRATEGY EXPERIENCE ACTION DATA PRESENCE PARTICIPATION CONNECTION SUSTAINABLE AND OPEN SOURCE CONNECTION
    30. 31. Gaming Gettheglass.com AXE easter egg in Rainbow Six Vegas Coke ad based on GTA
    31. 32. Again adidas, Paris Mobile Digital in-store
    32. 33. Creating Time planning model CONSUMER STRATEGY EXPERIENCE ACTION DATA PRESENCE CONNECTION SUSTAINABLE AND OPEN SOURCE CONNECTION PARTICIPATION
    33. 34. Super bowl ads / MySpace <ul><li>During ‘the big game’ fans were prompted to go to MySpace to view and share TVC’s. </li></ul><ul><li>Social media extends effect of TV campaign. </li></ul><ul><li>It makes use of existing habits and mechanisms. </li></ul><ul><li>Where search is great for informational content discovery, social media is great for entertainment content discovery. </li></ul><ul><li>… and ROI tracking! </li></ul>
    34. 35. Social media optimization News Blog Wikipedia YouTube Review Blog search
    35. 37. Creating Time planning model CONSUMER STRATEGY EXPERIENCE ACTION DATA PRESENCE PARTICIPATION CONNECTION SUSTAINABLE AND OPEN SOURCE CONNECTION
    36. 38. Multivariate testing
    37. 39. CRM <ul><li>Proof of purchase. </li></ul><ul><li>Combination of short </li></ul><ul><li>and long term </li></ul><ul><li>programs. </li></ul>
    38. 40. Creating Time planning model CONSUMER STRATEGY EXPERIENCE ACTION DATA PRESENCE PARTICIPATION CONNECTION CONNECTION SUSTAINABLE AND OPEN SOURCE
    39. 41. What brands do…
    40. 42. Creating Time planning model CONSUMER STRATEGY EXPERIENCE ACTION DATA PRESENCE PARTICIPATION CONNECTION SUSTAINABLE AND OPEN SOURCE CONNECTION
    41. 43. Conversation/ buzz tracking
    42. 44. Brand dashboard
    43. 45. Wrap up <ul><li>From campaign based thinking to continuous consumer interactions. </li></ul><ul><li>Everything interdependent and interconnected. </li></ul><ul><li>Connect through mobile and search (and CRM). </li></ul><ul><li>Work on a solid social media strategy. </li></ul><ul><li>What brands do, not just what they say. </li></ul><ul><li>Think in outcomes, not in output. </li></ul>
    44. 46. Thank you [email_address]

    ×