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Digital Day 2011 - Reza - Digital Inspire

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Proximity BBDO Sweden presents: Digital Day 2011, Feb 10.

REZA GHAEM-MAGHAMI
The human behaviours have changed. What does it mean for brands? How do we create content for the social media era?


The presentation can be seen:
http://www.youtube.com/watch?v=JPwQYj3XTEo

Get to know Proximity BBDO Sweden here:
http://www.facebook.com/ProximityBBDOSweden
http://www.proximity.se

Published in: Business
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Digital Day 2011 - Reza - Digital Inspire

  1. 1. CONTENT FORTHE SOCIAL MEDIA ERASTOCKHOLM 10 FEB 2011
  2. 2. BIG FIGURES
  3. 3. FACEBOOK: 500,000,000 usersYOUTUBE: 2,000,000,000 visits / dayTWITTER: 140,000,000 users, + 300 MM / m 3
  4. 4. HUMAN BEHAVIOURS
  5. 5. IT IS NOT ONLY BECAUSE WE CANWE LOVE TO SHARE & CONNECTWE LOVE TO BE LOVEDWE LOVE TO CRITICWE LOVE $WE LOVE ADVICESWE ARE NOT IMUNE TO SOCIAL PRESSURE 5
  6. 6. INFLUENCING:I LIKE, SHARE, SEND TO A FRIEND, RETWEET,SCORE, COMMENT, GENERATE CONTENT... 6
  7. 7. BEING INFLUENCED:ASK, READ, WATCH 7
  8. 8. AMPLIFIED BY3 KEY TRENDS
  9. 9. «A social trend in which people use technologies to get the things they need form each other, rather than from traditional institutions like corporations.» Trust in “a person like me” has tripled from 20% to 68% in the last three years.TRUST 91% customers say consumer generated content is the #1 aid to a buying decision.Charlene Li, The GroundswellAccenture 2009 % change from 2008 76% of consumers believe advertising lies. 9
  10. 10. We all have an innate desire to be a part of somethingMOVEMENTS bigger than ourselves. 10
  11. 11. « As a result of current economic conditions,consumers say they are more likely to try to find ways to save money when shopping by looking for coupons online (41%), using search engines to find theECONOMIC DOWNTURN lowest price for a product (36%), signing up for sweepstakes (34%)...»Forrester Research, 2010 11
  12. 12. WHAT DOES IT MEANFOR BRANDS?
  13. 13. A NEW FOOD CHAIN Mums index • Publish a blog / webpages CREATOR • Upload video and pictures 128 • Write articles or stories and post them • Post ratings/reviews of products or services • Comment on someone else’s blog CRITIC • Contribute to online forums 116 • Contribute to/edit articles in a wiki • Use RSS feeds COLLECTOR • “Vote” for product and services 105 • Add “tags” to Web pages or photos ACTIVES • Maintain profile on a social networking site PASSIVES JOINER • Visit social networking sites 121 • Read blogs • Listen to podcasts SPECTATOR • Watch video from other users 102 • Read online forums • Read customer ratings/reviews INACTIVE • None of the above 90Sources: Forrester Research, Europeans’ Social Networking Use Accelerates Aug 2009, Reaching Moms Through Social Media May 2009. 13
  14. 14. A NEW CONTENT MODEL The creation and dissemination of We create content branded content is platforms and programs put firmly in the hands for brands of the consumers LISTENING We drive active engagement Consumers pull the with the content which relevant content and stimulates dialoguedistribute it to their peers through their own and brand advocacy personal words
  15. 15. NEW TOUCHPOINTS 80% OF AVERAGE TRAFFIC COMES FROM SEARCH WE OFTEN WORK FOR 20% 15
  16. 16. BUT THEN... WHO DOES NOT LOOK FOR: MAPS? VIDEO TUTORIALS? PRODUCT SCORES? REAL CONSUMER EXPERIENCES? 16
  17. 17. SEARCH IN THE LAST YEAR 50% 50%Classic Real time Videos & Maps Facts Reviews Fans Blogs LinksSearch Search Photos SOCIAL SEARCH 17
  18. 18. CONTENT AND COMMUNITY MANAGEMENT HYGIENE FACTORS BRANDED PLOTS 18
  19. 19. 5 KEY COMPONENTSFOR SOCIAL MEDIACONTENT
  20. 20. 1. Add value to existing behaviors
  21. 21. 2. Human insights not technical ones
  22. 22. 3. Give brands human voicE
  23. 23. 4. CONSUMER journeys & moments of truth
  24. 24. 5. Useful entertaining exceptional EXPERIENCES
  25. 25. THANK YOUREZA: RGM@PROXIMITYWORLD.COM

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