Digitalk Martin Blinder - 260911

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Presentation at the Digitalk Conference. Building Your Own Digital Ecosystems

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Digitalk Martin Blinder - 260911

  1. 1. Where to nextBuilding Your Own Digital EcosystemsSeptember 26, 2011Martín Blindertwitter.com/martinblinderlinkedin.com/martinblinder © Essence 2005 - 2010
  2. 2. where to next © Essence 2005 - 2010
  3. 3. It’s a very excitingtime to be inmarketing © Essence 2005 - 2010
  4. 4. Marketers = Entrepreneurs © Essence 2005 - 2010
  5. 5. ROI Insomnia ROI ROI ROI ROI © Essence 2005 - 2010
  6. 6. ROI Insomnia, the cure Prediction © Essence 2005 - 2010
  7. 7. 2000sRelevance © Essence 2005 - 2010
  8. 8. 2000s 2010sRelevance Prediction © Essence 2005 - 2010
  9. 9. I actually think most peopledont want Google to answertheir questions…They want Google to tell themwhat they should be doing next.Eric Schmidt, Chairman, Google © Essence 2005 - 2010
  10. 10. © Essence 2005 - 2010
  11. 11. © Essence 2005 - 2010
  12. 12. © Essence 2005 - 2010
  13. 13. Real Value + Convenience © Essence 2005 - 2010
  14. 14. DATA © Essence 2005 - 2010
  15. 15. Today’s digital marketingenvironment is shiftingtoward pro-active datacollection © Essence 2005 - 2010
  16. 16. Branded EcosystemsData collection platforms © Essence 2005 - 2010
  17. 17. Traditional Digital Marketing Digital Display USERS Partnerships Site Affiliates Search © Essence 2005 - 2010
  18. 18. Engagement based Digital Marketing Social USERS Games Site Mobile Apps © Essence 2005 - 2010
  19. 19. It’s easier to mine datawhen you createexperiences designedfor that purpose © Essence 2005 - 2010
  20. 20. Put your best peopleon MobileEric Schmidt, Chairman, Google © Essence 2005 - 2010
  21. 21. Put your best peopleon MobileEric Schmidt, Chairman, GooglePut your best marketerson DataMe :) © Essence 2005 - 2010
  22. 22. Collecting data shouldbe at the top of yourpriorities © Essence 2005 - 2010
  23. 23. Platforms © Essence 2005 - 2010
  24. 24. New dominant platforms have emerged Social Mobile © Essence 2005 - 2010
  25. 25. New dominant platforms have emerged Linking the internet together Social © Essence 2005 - 2010
  26. 26. New dominant platforms have emergedMobility,Apps, Geo Mobile © Essence 2005 - 2010
  27. 27. Fueled by the proliferation of data and devices iPad Smartphones Kindle Computing Growth Drivers Over Time, 1960 – 2020E Tables MP3 Cell Phone/PDA Desktop/Mobile Car Electronics 1,000,000 GPS, ABS, A/V Internet Mobile VideoDevices / Users (MM in Log Scale) Home Entertainment 100,000 Games Desktop Wireless Home Appliances Internet 10,000 1,000 PC 10B+ Units 1B+ Units 100 Minicomputer 100MM+ Units 10 Mainframe 10MM+ Units 1 1MM+ Units 1960 1970 1980 1990 2000 2010 2020 Source: Morgan Stanley Internet Trends Presentation (Mary Meeker) 2010.04.12 © Essence 2005 - 2010
  28. 28. We create as muchinformation in twodays now as we didfrom the dawn of manthrough 2003.Eric Schmidt, Chairman, Google © Essence 2005 - 2010
  29. 29. Data Standardization © Essence 2005 - 2010
  30. 30. Devices are diverging, but data is converging © Essence 2005 - 2010
  31. 31. API © Essence 2005 - 2010
  32. 32. Google’s API library © Essence 2005 - 2010
  33. 33. Facebook’s API © Essence 2005 - 2010
  34. 34. Twitter’ API © Essence 2005 - 2010
  35. 35. Example: Google Maps/Streetview API ` © Essence 2005 - 2010
  36. 36. Example: Google Maps/Streetview API ` © Essence 2005 - 2010
  37. 37. Example: Google Maps/Streetview API ` © Essence 2005 - 2010
  38. 38. Example: Google Maps/Streetview API ` © Essence 2005 - 2010
  39. 39. Example: Google Maps/Streetview API ` © Essence 2005 - 2010
  40. 40. This means that it’s neverbeen easier to develop toolsto engage and collect datafrom users © Essence 2005 --2011 © Essence 2005 2010
  41. 41. EXAMPLE © Essence 2005 - 2010
  42. 42. ProductOnline booking engine
  43. 43. Product PropositionOnline booking engine Inspiring our users at every stage of their travel consideration
  44. 44. Shifting from a Booking engine Book © Essence 2005 - 2010
  45. 45. To an online travel lifestyle service Book Inspire Follow-up Recall © Essence 2005 - 2010
  46. 46. Engagement throughout the user lifecycle Book Facilitate Upsell Tempt Cross-sell Inspire Follow-up Recommend Inform Remind Suggest Recall © Essence 2005 - 2010
  47. 47. Expedia Travel Companion © Essence 2005 - 2010
  48. 48. A Mashup of different API’s Facebook API Google Maps API Trip Advisor API Currency Exchange API © Essence 2005 - 2010
  49. 49. It’s all about the data we can collect§  Travel demand beyond what’s happening on our site§  Through FB API we can access user profile details and stated interests§  Highly effective data for cross- selling§  Learn more about what our customers do during their holiday
  50. 50. Tools APIs © Essence 2005 - 2010
  51. 51. Tools Distribution APIs + Social & Mobile © Essence 2005 - 2010
  52. 52. User Adoption 52 © Essence 2005 - 2010
  53. 53. Shift in Consumer Behaviour Exp ecta tions © Essence 2005 - 2010
  54. 54. Whenever a new platform becomes dominant,it’s accompanied by a shift in behaviour © Essence 2005 - 2010
  55. 55. Highly engaged usersAverage time per person (weekly)5hrs 54 mins Average sessions per user (weekly) 20 Sessions Active users log in (daily) 54.6% Source: Nielsen 2010 & Facebook Internal Data, August 2010 © Essence 2005 - 2010
  56. 56. Consumers today expect to engage withbrands on a regular basis © Essence 2005 - 2010
  57. 57. ENTERTAINMENT EDUCATION ENGAGEMENT NEWS UTILITY © Essence 2005 - 2010
  58. 58. News - Editorialized shopping © Essence 2005 - 2010
  59. 59. Entertainment © Essence 2005 - 2010
  60. 60. Entertainment Waterslide Extreme Game 2m downloads in 1 week © Essence 2005 - 2010
  61. 61. Education – ‘How to’ © Essence 2005 - 2010
  62. 62. Education – ‘How to’ © Essence 2005 - 2010
  63. 63. Utility (Lifestyle) © Essence 2005 - 2010
  64. 64. © Essence 2005 - 2010
  65. 65. © Essence 2005 - 2010
  66. 66. © Essence 2005 - 2010
  67. 67. LifestyleBy sponsoring an urban livingrelated activity, it enables Barclaysto associate its brand more closelywith lifestyle oriented activities 67 © Essence 2005 - 2010
  68. 68. The emerging players are1.  Building their brands through continuous consideration2.  Acquiring massive amounts of user data © Essence 2005 - 2010
  69. 69. Groupon made ‘spam’ desirableDaily deal emailsUrgent messagingDemographic targeting © Essence 2005 - 2010
  70. 70. Expectation goes beyond the product Teach me how to Help me become a remove stains better runner Teach me how to be a Entertain me through good mom/dad games and video © Essence 2005 - 2010
  71. 71. FacebookWe have entered a participatory worldTwitterYouTube © Essence 2005 - 2010
  72. 72. Growth in Blogs are a key indicatorThere are currently 133mm blogs in the ‘blogosphere’** Indexed by Technorati since 2002 © Essence 2005 - 2010
  73. 73. Ultimate and easiest data collection tool © Essence 2005 - 2010
  74. 74. Tell me what you like, and win © Essence 2005 - 2010
  75. 75. Consumer Contribution © Essence 2005 - 2010
  76. 76. © Essence 2005 --2011 © Essence 2005 2010
  77. 77. © Essence 2005 --2011 © Essence 2005 2010
  78. 78. It’s never been easier to have amore direct relationship with yourcustomers, but this requiresadding value, empowering them,earning their trust, letting themparticipate and share. © Essence 2005 - 2010
  79. 79. It’s never been easier to get data © Essence 2005 - 2010
  80. 80. The experience is now a 24 hour show © Essence 2005 - 2010
  81. 81. It’s a great opportunity toextend your engagement,consideration and learnmore about your audiences © Essence 2005 - 2010
  82. 82. Build your Ecosystem © Essence 2005 - 2010
  83. 83. Embrace this partnership Brand + User © Essence 2005 - 2010
  84. 84. 1. Set up alearning loop © Essence 2005 --2011 © Essence 2005 2010
  85. 85. 1. Set up a learning loop Initiatives Data Analyst Product Mgr. MARKETER USERS Developer Data © Essence 2005 --2011 © Essence 2005 2010
  86. 86. 1. Set up a learning loop Initiatives ACQUIRE LEARN Data Analyst Product Mgr. MARKETER USERS Developer CREATE TEST Data © Essence 2005 --2011 © Essence 2005 2010
  87. 87. 2. Figure outwhat data youwant © Essence 2005 --2011 © Essence 2005 2010
  88. 88. 3. Establish yourproposition © Essence 2005 --2011 © Essence 2005 2010
  89. 89. Product Proposition The central, value adding reason for your relationship with users
  90. 90. 1. Product 2. Audience–  Relationship with users –  User needstates–  How can we repurpose our –  What need can we target existing product Proposition4. Market 3. Brand–  Is the market addressing the –  How far can we extend our needstates brand–  What are parallel sectors doing –  What is believable to target
  91. 91. 4. Decided onhow you wantto engage users © Essence 2005 - 2011
  92. 92. Decide on the right engagement for your brand UTILITY ENTERTAINMENT ENGAGEMENT NEWS EDUCATION © Essence 2005 - 2010
  93. 93. 5. Consider yourchannels © Essence 2005 --2011 © Essence 2005 2010
  94. 94. 5. Consider your Channels •  Daily content/updates •  Editorialized offers •  Social apps/games •  Sharing •  Competitions •  Transient Apps •  Entertainment •  Viral •  How’ to •  Geo-services •  Short bursts of interactivity •  Apps/Tools •  Gaming © Essence 2005 - 2010
  95. 95. 6. Create yourengagementcalendar © Essence 2005 --2011 © Essence 2005 2010
  96. 96. 5. Create your engagement calendarIllustrative Facebook Engagement Calendar January February March April May June July August September October November December Implement Valentines Live Chat Competition New Game Launch new 3 tabs for VIP World Cup on Website and Summer Holidays Halloween Christmas Build Up world cup competition Page tickets Initiative Implement Run Event & Event Reach Polling ads – Poll ads Become a Virtual Gift Celebrate FB Connect Block to World Cup Your around fan ads on site – fan announce e.g. best Reach Block Christmas & wall Valentine Competition player offer Poll ads widgetBrand Become a fan ads – focus fan drive on key initiatives: Game, rebranding, new messaging, TV Virtual Gift Ads Reach Block Announce 3 Promote Update fans Promote VIP Summer new tabs on Valentines Promote Game Halloween of Live competition Holiday Christmas Ideas Page to fans promotion to Stream Chat App World Cup Content tips fans Updates based on seasonal. Topical and engaging contentPage & CRM Ad Ad Fan Insights Effectiveness Fan Insights Effectiveness Fan Insight Study StudyUnderstand © Essence 2005 - 2010
  97. 97. 7. Structure yourresources to deliver © Essence 2005 --2011 © Essence 2005 2010
  98. 98. Thank you © Essence 2005 - 2010

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