Lars Silberbauer Andersen, Global Director of Social Media & Search, LEGO

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Lars is GlobalDirector of Social Media & Search at the LEGO Group and is driving the well know and innovative toy company's social media & search strategy and execution.

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Lars Silberbauer Andersen, Global Director of Social Media & Search, LEGO

  1. 1. Lars Silberbauer Global Director Social Media & Search LEGO Twitter: @larssilberbauer Email: lars.silberbauer.andersen@lego.com
  2. 2. Three Challenges for Don Drap Convergens in Digital Media 2. Consumer behaviour is changing TV advertising 3. Traditional agency structures are under pressure
  3. 3. Owned Paid Earned Consumers’ interactions with brands used to be simple But the way consumers interact with brands is rapidly changing to a converged model Past: TV or print media Now: Converged media that consumers experience as one #1 Paid, Owned and Earned have converged, and will, continue to converge at a rapid pace
  4. 4. Owned Paid Earned #1 Paid, Owned and Earned have converged, and will, continue to converge at a rapid pace Consumers’ interactions with brands used to be simple But the way consumers interact with brands is rapidly changing to a converged model Past: TV or print media Now: Converged media that consumers experience as one
  5. 5. Owned Paid Earned #1 Paid, Owned and Earned have converged, and will, continue to converge at a rapid pace Consumers’ interactions with brands used to be simple But the way consumers interact with brands is rapidly changing to a converged model Past: TV or print media Now: Converged media that consumers experience as one
  6. 6. Studies have shown that consumers who have been exposed to real time marketing on top of traditional approaches, have a much higher propensity to buy, recommend, or feel positive about a brand. Source: GolinHarris study, 2012 #2 Real Time Marketing is Having a Huge Impact on the Consumer
  7. 7. Real Time Monitoring -> Real Time Actions Search Advertising Content Optimization E-Commerce Optimization Anti-Competitor initiatives PR and damage control Real Time Amplification Forecasting
  8. 8. Example: Let’s Build – Brand Campaign Drive a campaign in real time, across paid, owned and earned
  9. 9. During X-Factor shows Saturday evening 60 sec TV commercial is being aired. Highly emotional brand spot targeting families/dads Comsumers instantly start talking about LEGO and the advert on Twitter LEGO enters the conversation and amplifies the conversations across Paid, Owned and Earned Drive people to a Facebook application for increasing engagement and collecting permission Consumer Journey
  10. 10. Real Time Marketing: Amplifying Engagement across Paid, Owned and Earned.
  11. 11. The Challenges for Don Drap Convergens in Digital Media 2. Consumer behaviour is changing TV advertising 3. Traditional agency structures are under pressure
  12. 12. TV is Dead Changing Only 18% of online consumers now use TV to nform their purchasing decision
  13. 13. TV viewing dropped 8% from 2012-13, the third year in a row it has declined and the biggest drop so far… Netflix has 6% of total viewing in Denmark, making it the third largest TV station, tied with DR1 Streaming represents 12% of total TV viewing and 17% of Danish households are now Netflix customers There has been a 12% drop in TV viewing amongst 21-40 year olds, amongst those that use streaming services the drop was 25% During peak hours Netflix accounts for more than thirty per cent of all Internet down-streaming traffic in North America
  14. 14. The Future is Already Here... It’s just not evenly distributed Based on LEGO’s own YouTube channel data we can see differences in mobile adoption amongst different markets globally… 16% Tablet / Mobile 63% Tablet / Mobile 80% Tablet / Mobile Expectations for 2016: 30% 75% 90%
  15. 15. LEGO TV & YouTube
  16. 16. Average 1.2 Million Daily Views 320.000 Subscribers Localized in 15 Markets
  17. 17. The Challenges for Don Drap Convergens in Digital Media 2. Consumer behaviour is changing TV advertising 3. Traditional agency structures are under pressure
  18. 18. Media Agencies Creating/Buying Engagement Competencies and pushing them to clients Creative/PR Agencies Building paid media competencies to amplify their content and messages Platforms Having direct control over the access to the consumers platforms continue their quest to maximize returns without sacrificing growth and user experience Software Companies Entering the market with technology solutions that enables brands to gain direct control over their media buy
  19. 19. Big Brands and Platforms
  20. 20. Facebook Stickers 150 Million Stickers Shared in 2 Months
  21. 21. The Challenges for Don Drap Convergens in Digital Media 2. Consumer behaviour is changing TV advertising 3. Traditional agency structures are under pressure
  22. 22. Lars Silberbauer Global Director Social Media LEGO Group Twitter: @larssilberbauer

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