2010 steve rubel three digital trends

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2010 steve rubel three digital trends

  1. 1. Three Digital Trends for the New Decade:Building marketing strategies that are real-time, highly visible and data-drivenCurated by Steve Rubel, SVP, Director of InsightsMarch 2010
  2. 2. 2Technologies Get All the Attention, Yet They’re Fleeting
  3. 3. 3Trends, However, Develop More Slowly and Are Often Timeless
  4. 4. 4Focus on the Trends, But Leverage the Technologies
  5. 5. SOCIAL MEDIAPRESENTATIONMARKETING IN THE AGE OF STREAMS:THE REAL-TIME ENGAGEMENT IMPERATIVE
  6. 6. THE CHALLENGE: THE FIREHOSE
  7. 7. 9
  8. 8. 10
  9. 9. 12PEOPLE NEED TO HEAR THINGS MANY TIMES FOR IT TO SINK IN
  10. 10. 13SOCIAL MEDIA PATTERNS IN INDONESIA
  11. 11. 14EXPERTS AND EMPLOYEES SHAPE OUR DECISIONS
  12. 12. 15EMPLOYEE ENGAGEMENT IS A KEY TO SOCIAL SUCCESS
  13. 13. 16I: ESTABLISH DIGITAL EMBASSIES AND EQUIPEMPLOYEES TO BECOME AMBASSADORS
  14. 14. 17ESTABLISH DIGITAL EMBASSIES
  15. 15. II: EMBRACE MULTIPLICITY AND DIVERSITY
  16. 16. 19EMBRACE MULTIPLICITY AND DIVERSITY
  17. 17. III: USE THE FORCE, DON’T FIGHT IT
  18. 18. 21USE THE FORCE, DON’T FIGHT IT
  19. 19. 22THE GOOGLIZATION OF MEDIA:BUILDING A DIGITALLY VISIBLE BUSINESS
  20. 20. 23“IN 2009, MORE DATA WILLBE GENERATED BYINDIVIDUALS THAN IN THEENTIRE HISTORY OFMANKIND THROUGH 2008.”- ANDREAS WEIGEND,FORMER CHIEF SCIENTIST,AMAZON.COM
  21. 21. 24
  22. 22. 25
  23. 23. 26
  24. 24. • Search engines have a globalactive reach of 86 percent ofall users (Nielsen)• Therefore, search engines areevery business’ home page• News and streams drivesearches, searches drive newsand streamsTHE SEARCH ENGINE LANDSCAPE:BY THE NUMBERS27“Business card as search result” by Jeff McNeil
  25. 25. 28I - PAID SEARCH
  26. 26. 29II – OWNED SEARCH
  27. 27. 30III – EARNED SEARCH
  28. 28. 31IV – SOCIAL SEARCH
  29. 29. 32QUALITY CONTENT DRIVES DIGITALVISIBILITY
  30. 30. 33SOCIAL CONNECTIONS DRIVES DIGITALVISIBILITY
  31. 31. SOCIAL MEDIAPRESENTATIONTHE DATA DECADE:DIY INSIGHTS AND SITUATIONAL AWARENESS
  32. 32. SOCIAL MEDIAPRESENTATION“THE GREAT INFLECTION IS THEMASS DIFFUSION OF LOW-COST, HIGH-POWEREDINNOVATION TECHNOLOGIES— FROM HAND-HELDCOMPUTERS TO WEB SITESTHAT OFFER ANY IMAGINABLESERVICE — PLUS CHEAPCONNECTIVITY. THEY ARETRANSFORMING HOWBUSINESS IS DONE.”- NYT COLUMNIST, THOMASFRIEDMAN ON THE DO-IT-YOURSELF ECONOMY
  33. 33. 37I: TAP INTO FREE TOOLS ANDBECOME DATA JUNKIES
  34. 34. 38II: LOOK FOR UN-MET NEEDS AND USE THEDATA TO PLAN PRODUCTS AND CAMPAIGNS
  35. 35. 39II: MAP NETWORKS TO UNDERSTAND HOW TOUSE THEM EFFICIENTLY AND EFFECTIVELY
  36. 36. 40
  37. 37. Three Digital Trends for the New Decade:Building marketing strategies that are real-time, highly visible and data-drivenCurated by Steve Rubel, SVP, Director of InsightsMarch 2010

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