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Digital shift - are we ready?

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Breakfast seminar held at Berghs in Stockholm march 25th 2010

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Digital shift - are we ready?

  1. 1. The digital shift are we ready? Peder Rotkirch Digital director and geek Berghs, 2010-03-25
  2. 2. 1 2 3 where we are where we’re going and what to do
  3. 3. QUESTIONS? #berghsIC
  4. 4. 1 2 3 where we are where we’re going and what to do
  5. 5. COMMUNICATION FROM BROAD- TO SOCIALCASTING
  6. 6. demand choices 7729 commersial messages a day supply Time
  7. 7. Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service - wikipedia
  8. 8. Kvällspress Fackpress Populärpress Storstadspress Landsortspress DR/Annons Radio Utomhus TV Internet Mediainvesteringar 0 −10 −20 −30 −40 2008 2009
  9. 9. 34% 11% > 3M users in Sweden 56% • everage 25 min / day • 2 visits / day 18% • 50% daily • fastest growing target group 35+ 37% • everage 120 friends male female 44% < 18 > 35 18-24 25-34
  10. 10. traditional channels Reach? Value? niche services
  11. 11. 83 % of the swedish popululation are using the internet - and 60% of them are doing so by using a high speed connection 13 % of consumers buy a product because of the ads 70 % of consumers between 18-35 base their purchases on recommendations 69 % are interested in solutions that prevent ads and advertising on the Web
  12. 12. “It is difficult to get a man to understand something when his salary depends upon his not understanding it.”
  13. 13. 1 2 3 where we are where we’re going and what to do
  14. 14. TECHNOLOGY CREATES NEW OPPORTUNITIES
  15. 15. no distribution costs demolished markets change. totally uncontrollable free - nownership
  16. 16. $5,5 billion Q3 2009 28% growth
  17. 17. ALWAYS CONNECTED WITH A KEYBOARD
  18. 18. RIGHT HERE. RIGHT NOW. LOCATION BASED SERVICES BECOMES CRUCIAL
  19. 19. Most likely to happen? • Corporations look to scale. Big companies have experimented with social network marketing and now it’s time to be much more strategic in 2010. • Social business becomes serious play. Social networking companies will move/merge much more into the entertainment industry. • Your company will have a social media policy. Yes you will. Companies will need guidelines for online engagement. • Mobile becomes a social media lifeline. Forget the cigarette break at work. In 2010 you will be taking social media breaks. • Sharing no longer means e-mail. Sharing through Facebook and Twitter. • Social media begins to look less social. We will become much more exclusive in our social networking practices.
  20. 20. 1 2 3 where we are where we’re going and what to do
  21. 21. COMMERCIAL WORLD BUSINESS AS USUAL IMAGE BY LIWA @ FLICKR
  22. 22. “increase sales with 23% and be more “with RFID technology we can extend your digital life and your social network” efficient in customer service” Technology Biz Client “bloody hell. Why won’t this booking service work on my mobile phone?!” Communication “make people aware of our product”
  23. 23. Buying time Creating time Find your audience Audience finds you Exposure Involvement Receivers Influencers Target groups User needs Brand promise Results Attention economy!
  24. 24. internet • Money currency • Status • Direct use (value) • Entertainment • Internet traffic • Help • Identity • Brand value • Involvement • Internet celebs
  25. 25. social service banner ad offline event social service social service website customer service social service contest micro site online shop external service
  26. 26. scary reactive silos
  27. 27. “Prediction: 90% of your sales will come from word of mouth or digital promotion by 2011. How do you change what you’re doing today to be ready for that?” - Seth Godin
  28. 28. so...what do we have to do? • Be transperent. Things move fast and there are always someone that has that little extra time to spend on his/her interest. • Dare to be personal. If you’re not personal - you won’t come out genuine. • Have an online presence. website down? Social media is here to stay. Would you take your • Listen. Relationships are about listening. Listen more than you talk. • Nurture dialog. People want to engage in things that interest them. If you listen, they will speak. If you listened well - they will notice and hopefully take part. • Timing is key. There are no quick fixes. Show it some patience.
  29. 29. QUESTIONS? #berghsIC
  30. 30. twitter.com/bakelitbrilla Peder Rotkirch peder@cuibono.se linkedin.com/in/rotkirch +46 70 5152200 or any of the other delicious.com/bakelitbrilla swedensdigitalnatives.ning.com facebook.com/rotkirch

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