BDI 11/12 The Social Consumer - KickApps Presentation

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Case Study: What Marketers can Learn from Publishers: The Reinvention of the Food Network
Presented by: Michael Chin, SVP Marketing, KickApps

www.bdionline.com

Published in: Business, Technology
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BDI 11/12 The Social Consumer - KickApps Presentation

  1. 1. COPYRIGHT © KICKAPPS l CONFIDENTIAL Social Software On Demand
  2. 2. <ul><li>Reinvent the way you Engage with your customers, audience and fans </li></ul>
  3. 3. <ul><li>• Social </li></ul><ul><li>• Interactive </li></ul><ul><li>• Dynamic </li></ul><ul><li>• Distributed </li></ul><ul><li>• Data-informed </li></ul>
  4. 4. <ul><li>100,000+ Publisher Web Sites Live </li></ul><ul><li>1,000+ new sites going live every Week </li></ul><ul><li>40% coming from Overseas </li></ul>
  5. 5. The Innovative Leaders Consumer and Corporate Marketing, Internal Collaboration
  6. 6. The Innovative Leaders Publishers / Magazines Radio and Music Sports
  7. 7. The Innovative Leaders Broadcasters / Television
  8. 8. <ul><li>Is your website irrelevant? </li></ul>
  9. 9. Now there’s an Expectation! <ul><li>“ 93 percent of Americans believe a company should have a presence in social media, while an overwhelming 85 percent believe a company should not only be present, but also interact with its consumers via social media. ” </li></ul><ul><li>2008 Cone Business in Social Media Study, September, 11-12, 2008 </li></ul>
  10. 10. A wise man once said… <ul><li>Traditional media is about what a brand wants to say </li></ul><ul><li>Social media is about what consumers want to hear </li></ul>Alan Wolk, Toad Stool Consultants
  11. 11. Engagement?
  12. 12. <ul><li>Engagement </li></ul>= Content + Activity
  13. 13. Interactivity Engagement = Content + Activity
  14. 14. What are the rules of engagement? <ul><li>Entertain me </li></ul>Teach me Help me Give me
  15. 15. Where do I build these experiences?
  16. 16.
  17. 17. A New Era <ul><li>Social CRM </li></ul><ul><li>Online engagement experiences that deepen relationship with your customers and audiences </li></ul>
  18. 18. What Success Looks Like
  19. 19. A Social Destination
  20. 20. Success at Ovation TV <ul><li>Average time on the site quadrupled </li></ul><ul><li>Page views jumped by 311 percent </li></ul><ul><li>Online traffic to OvationTV.com increased by 145 percent </li></ul><ul><li>Best Social Community SAMMY! </li></ul>
  21. 21. Activities 70% have participated in a brand-sponsored contest of sweepstakes Razorfish Digital Brand Experience Report 2009
  22. 22. 96% are more aware of the brand 96% are more likely to consider 96% are more likely to purchase 92% are more likely to recommend Razorfish Digital Brand Experience Report 2009
  23. 23. <ul><li>Engagement driven relationships </li></ul><ul><li>A new era of data </li></ul><ul><li>Informed marketing, sales & </li></ul><ul><li>product development </li></ul><ul><li>Embrace (& “control”) the Social Web </li></ul><ul><li>A new era of creativity </li></ul>
  24. 24. Michael Chin SVP, Marketing [email_address] @sirmichael

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