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Dancing with megaphones: iMedia keynote
Pete Blackshaw and Lee Rainie presented on the changing consumer landscape driven by new technologies like the internet, broadband, mobile connectivity, and social networking. Some key points included: - 70% of Americans now have broadband internet and 66% own smartphones, fragmenting markets and metrics. - Social media has led to an explosion in user-generated content and networked creators. Brands must navigate constant feedback across fragmented channels. - Mobile connectivity allows information access anywhere, blending of media, and changed consumer habits centered around wireless devices. - Social networks now act as information evaluators, forums for action, and sentries through word-of-mouth, changing how brands should engage with consumers. - Speakers
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Dancing with megaphones: iMedia keynote
- 1. Dancing with Megaphones TheNew Rules, Realities, and Hard Data Behind Consumer Control iMedia Agency Summit December 13, 2010 Phoenix, AZ Pete Blackshaw: CMO, NM Incite, a Nielsen-McKinsey Company Lee Rainie: Director, Pew Internet Project
- 2. Megaphone 1: Internet and Broadband Flickr: Susan Ford Collins
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- 5. Consequences for infoecosystem Volume Velocity Vibrance Valence / Relevance
- 6. Variety – Explosionof creations/niches
- 7. Networked creators amonginternet users • 62% are social networking site users • ~50% share photos • 33% create content tags • 32% contribute rankings and ratings • 30% share personal creations • 26% post comments on sites and blogs • 24% use Twitter / other status update features • 15% have personal website • 15% are content remixers • 14% are bloggers • 4% use location-sharing services
- 8. So what forbrands? • The Bermuda Triangle – Markets are fractured – Marketplace is roiled – Metrics haven’t kept pace – Too much noise • Brands are co-owned by advocates /acolytes – Best of times - sanctuaries – Worst of times - #fail
- 9. Megaphone 2: Mobile connectivity Flickr: Susan Ford Collins
- 10. Cell phone owners– 85% adults All adults Ages 18-29 Ages 30-49 Ages 50-64 Age 65+ 100% 96% 90% 90% 85% 80% 70% 60% 58% 50% 40% 30% 20% 10% 0% Jan-05 Jul-05 Jan-06 Jul-06 Jan-07 Jul-07 Jan-08 Jul-08 Jan-09 Jul-09 Jan-10 Jul-10
- 11. Mobile internet connectors– 57% adults All adults Whites Blacks Hispanics 70% 62% 60% 59% 50% 55% 40% 30% 20% 10% 0%
- 12. New cell andwireless realities • More than 2/3 of adults and 3/4 of teens use the cloud • Web vs. apps struggle: 35% have apps; 24% use apps • Features used by cell owners – 76% take pictures – 74% are texters (text overtakes talk in frequency in 2009) – 39% browse internet – 34% are email users – 34% record videos – 34% play games – 33% play music – 30% are IM-ers – 7% participate in video calls
- 13. Consequences for infoecosystem Anywhere Place Presence Any device
- 14. Dramatically More Cross-Platform/ Media-Mixing 59% of Americans use TV and the Internet Simultaneously Source: Nielsen Three-Screen Report
- 15. So what forbrands? Attention zones Media zones Continuous Social partial attention Immersive Deep dives Streams Info-snacking Creative / participatory Study / work
- 16. Megaphone 3: Social networking Flickr: Susan Ford Collins
- 18. So what forbrands? • Changed character of population • Changed character of content • Changes rhythms of engagement • Changed the composition and use of people’s social networks
- 19. Consequences for infoecosystem Social networks as sentries (WOM)
- 20. Consequences for infoecosystem Social networks as information evaluators
- 21. Consequences for infoecosystem Social networks as forums for action
- 22. Implications Pete Blackshaw Webshots: lauryn6842
- 23. With Dramatically DifferentChannel Preferences Question: Those who would Discuss Get Make a New Complain Crisis contact the company to… products Advice Reco. Email 96 97 94 96 76 Call a live representative 94 95 92 90 95 FAQ on company website 94 NA 92 NA 74 Post an opinion or question on company website 87 80 77 82 48 IM through the company's website 81 78 78 76 71 Posting on a company message board 77 69 71 74 47 Posting on a blog sponsored by that company 68 61 64 68 41 Telephone - automated response/recording 57 57 62 59 52 Reading company's Facebook page 55 NA 53 NA 36 Sending photo or video to company 53 48 48 51 41 Posting on the company's Facebook page 50 42 47 47 31 Texting the company via mobile device 36 34 40 37 41 Source: Nielsen Consumer Channel Preference Study ‘09
- 24. Implication: A NewConsumer Decision Journey to Manage ACTIVE EVALUATION: The consumer adds 1.7 more brands to consideration, based on packaging and sampling INITIAL CONSIDERATION: PURCHASE: ▪ Consumer starts with At the moment of 1.5 brands in mind, purchase, the influenced by consumer has previous trial and evaluated only 3.2 word of mouth brands, and makes decision based largely on information learned before shopping POST-PURCHASE EXPERIENCE: 66% of consumers engage with their brand after purchase (e.g., online research), and this engagement has a meaningful impact on the likelihood of repeat purchase 19
- 25. Where Social MediaFits in to the Mix Most influential touchpoints Store/agent/dealer interactions 12 26 Prior brand/ 43 28 product experience 10 Consumer-driven marketing 5 Word of mouth 21 Online research 37 Offline/print reviews 31 Company-driven marketing Traditional advertising Direct marketing 39 Sponsorship 26 22 In-store advertising Initial Active Moment of Consideration Evaluation Purchase 25 Friending the Social Consumer
- 26. Brand Credibility MoreImportant Than Ever Six Drivers of Brand Credibility Trust Authenticity Transparency Confidence As Advertised Let the Sun Shine In Consistency Real & Sincere Easy to Learn Integrity Real People Easy to Discover Authority Informal No Secrets Affirmation Listening Responsiveness Playback Empathy Follow-Up Reinforcement Welcome Mat Invitational Marketing Search Results Humility (we can learn) Solidifying the Solution 24 Accountability Absorbing Feedback Dignifying Feedback
- 27. Implication: Bold NewQuestions for Companies Issue The Big Question Credibility How to manage and protect credibility and trust in a highly transparent, 24/7 feedback environment? Influencer How to extend the notion of key influencer management to Management everyday consumers and even employees? Cultivating How to generate earned media from customer service, and Earned Media how service in general can be leveraged more strongly for brand and business-building via social media? Organization How to best manage day-to-day digital/social media operations, recognizing that social media breaks down geographic and organizational barriers. Listening & What are the right listening & measurement protocols to drive Measurement accountability, feed engagement strategy & investment?
- 28. Implication: Death (orerosion) of Web Sites Social Commerce Ecosystems Facebook LinkedIn Website Twitter MySpace
- 29. Implication: New andMore Holistic Rules of Engagement Brand Backyard Common Consumer Backyard Consumer Branded Forum / Consumer Influencer Relations Media Communities Outreach Channels Outreach Brand Site Engagement Communities Platforms 3rd Party Contact Center Blog User-Contributions Twitter Consumerist E-mail Chat, SMS Ratings & Reviews Facebook Edmunds Phone Phone Co-Creation YouTube WebMD Web Site Rate & Review Flickr, LinkedIn TechCrunch 43
- 30. Implication: From Sellingto Service Pizza Hut Ben & Jerry’s Kraft Hershey’s Dunkin Donuts Convenient pizza Experience B& J through Discover recipes for any Simulate your favorite choc. milk Communicate with co- ordering experience peace, love and ice cream occasion. experience at anytime workers for coffee runs Relevance to BP Price Finders Product Info Travel Services Environmental Info
- 31. Implication: Rise ofConsumer Cartels
- 32. Implication: Massive Levelsof Retailer Innovation Can BP empower its franchises and/or products around innovation? Source: Company websites; Progressive Grocer & Pittsburgh Post-Gazette
- 33. Implication: The Riseof Real-Time 24/7 Real-Time War Room 24/7 Engagement Listening Beyond Borders All aspects of integrated, brand- Deliberate effort to shape and Listening tools cover multiple monitored social media manage messaging languages & regions
- 34. Looking Ahead Source: Nielsen
- 35. Near TermAhead /Next? What’s Trends for 2011 Trend What It Is, What It Means Mass Socialization Social “earned” media & paid media become more intertwined Platform Proliferation New devices and multi-tasking abound Mobile Comes of Age Extends mass socialization & extends media to point of sale Apps Everywhere Disruptive growth in apps, fueled by games and service utilities Dominance of A juggernaut, rewriting rules + shifting attention from Facebook websites Rise of Social Redefining consumer retailer interactions, powered by GPS, Commerce etc Relevance & Privacy Cautious advance to addressability; heightened scrutiny Infrastructure Growth Increased access and speed expand digital opportunities “Heads Down” Dramatic consumer habit change; all eyes to wireless Generation devices 35 Digital Downsizing More filtering/control of apps, friends, followers, choices
- 36. Longer Term Trends& Disrupters What’s Ahead / Next? Market Trends Description Digital & Social From separate roles to unified and integrated (now one & the same) Mobile Disruption Re-setting the entire landscape Activism & Social Media Smarter, Creative, More Empowered/Linked & More Sophisticated Payments and Fees Friction-free and seamless (already in play with iTunes) Globalization of Social Creating huge opportunities….and huge operational challenges Organizational Trends Description Media Blending Increasingly sophisticated: Paid, Owned, Earned Brand Managers Moving to “Community Manager” Roles & Responsibilities Enterprise SM Dramatic expansion beyond marketing channel innovations Marketing + Service New synergy between marketing & operations Agency Integration Social prompting greater integration from agencies & suppliers Speedbacking Practice of immediately responding to key issues, especially crisis 36
- 37. Things to watch •Content metering online – new media business models • Enhanced tech – 3-D • New attention research – Nielsen and Coalition for Innovative Media Measurement • Privacy debates • Net neutrality debates • Spectrum allocation debates • Rise of the “internet of things”
- 38.