!"#$%&( )"#*+,-.&( The Next Big Trend in Social Media Is Social Rewards The convergence of these two huge trends has already begun, especially in the form of location-based social applications such as Foursquare and Facebook Places. But, we are at the very beginning of a new trend we’re calling social rewards—or the intersection where social media will meet traditional afﬁnity and rewards programs. 58 Customer Expectations when they engage a % expect gain access to exclusive content, brand in social media events or sales 58 *eMarketer, June 2011 receive discounts % or promotions through social sites 38 % share specialwith offers and content friends and family
!"#$%&( )"#*+,-.&( Cross-Channel Involvement Its not about one touchpoint anymore. Its cross-channel. Understand your customers What are experiences like across channels? In-store, online, email, apps, text, etc. Does it reﬂect your brand? Test ideas early and often Brand doesnt matter if the experience is poor
!"#$%&( )"#*+,-.&( Get [pur-suh-nl] Marketing content that speaks with a “human” voice Targeted, personally relevant messaging based on consumer preferences, demographics and behavior Dude, lose the corporate speak
!"#$%&( )"#*+,-.&( Let Customers Do the Selling !"#$%&()*+,*%-%.)/*),%+/%0+1*, %
30 Ideas 60 minutes Cloud Applications Are Easier to Change
!"#$%&( Marketing )"#*+,-.&( Technology Architect Cloud Applications are Easier to Change 2000 2012 what business asks from IT what IT delivers
!"#$%&( Marketing )"#*+,-.&( Technology Architect Cloud Applications are Easier to Change 2000 2012 what marketing asks from IT what IT delivers
!"#$%&( Marketing )"#*+,-.&( Technology Architect Cloud Applications are Easier to Change For simple changes you can do it yourself Add a ﬁeld to track a new attribute Create a report for a segmentation Make marketing content available to sales Bigger changes are easier It’s easier to ﬁnd developers when you’re using a common platform It costs less when you can have something done as a discreet project
30 Ideas 60 minutes The Little Secret to Mobile Marketing
!"#$%&( )"#*+,-.&( Mobile is About Your Customer - Not Technology It’s no longer “A to B” - It’s “A through B” Be helpful and entertaining Its about 24/7 connectivity and continuity 91 There is a sale every second % of mobile usersfeet, 24/7, keep their phone within 3 on eBay via a mobile device. EVEN while sleeping! 6.8 billion people on the planet 70 % of all mobile searches result in action within 1 hour. 5.2 4.2 billion of them own a mobile phone billion toothbrushes in the world (MMA Asia, The Mobile Revolution, Mobile Marketer)
30 Ideas 60 minutes Your Whole .world is About to Change
!"#$%&( )"#*+,-.&( Expansion of Generic Top-Level Domains New generic Top Level Domains, gTLDs are about to dramatically alter the landscape of the Internet globally. The new gTLDs will affect every business, market, brand, community culture and internet user on the planet. Currently 22 gTLDs, now there will be thousands $185,000 application fee Impacts on search and social? ICANN says this will create opportunity for growth of the Internet globally AAAA and ANA called the endeavor a “reckless experiment” and “fundamentally ﬂawed, a certain disaster for brands.”
!"#$%&( )"#*+,-.&( Focus In Usage is going to ﬂip from desktop to mobile Forces you to prioritize Emphasis on content It’s easier to design for mobile and move up from there Can inform desktop experiences
!"#$%&( )"#*+,-.&( The New Design Challenge OLD MOUSE NEW MOUSE
!"#$%&( )"#*+,-.&( Do Your Emails Have the Touch? !"#$%&(!)*+&,-./-0123%".4(50).#6(
30 Ideas 60 minutes 9 Use the Cloud to Consolidate Systems
!"#$%&( Marketing )"#*+,-.&( Technology Architect Cloud Applications Can Let You Consolidate Systems Pearson’s Postulate: When you have two systems and you need to connect them, you just bought another system. You can leverage the ﬂexibility of cloud based apps to consolidate functionality into fewer systems Examples Get a plug-in instead of a separate system Add one or more tables instead of having a separate system Develop workﬂow within an app instead of a separate system
!"#$%&( )"#*+,-.&( Mobile Relies On and Gives Legs to Your Other Marketing Channels Add a text call to action to your print, OOH or DM to better track success Take ofﬂine engagement online Promote your mobile website, SMS Loyalty program via in-store signage, and receipts Announce your mobile programs with your email newsletter, your website, your store voicemail, If you use QR codes, do something cool - Read dont just take them to a mobile website.
30 Ideas 60 minutes Its Not Just Fun and Games
!"#$%&( )"#*+,-.&( Mobile and Tablet Apps for B2B B2B marketers are recognizing smartphone and tablet based apps as a relevant tactic for brand awareness and engagement as well as personal productivity and connectivity. Tools and Utilities Branded Experiences Entertainment 26 of all mobile app % users are using apps for “productivity” purposes. (Nielsen Pew) 59 MORE of B2B purchase decision-makers THAN and inﬂuencers had used a smart % HALF device to gather information
!"#$%&( )"#*+,-.&( Making it Work There is one web, but now it needs to adapt to different devices Responsive Websites - Foundation, Skeleton, Google, Mobilize Client vs. Server side SEO - Googlebot-Mobile Desktop vs. Mobile Content A great goal for 2012 80 % of companies dont have mobile websites
!"#$%&( )"#*+,-.&( Behavioral Segmentation Traditional Segmentation! Segmentation 2.0! •! Geographic! Adding real-time behavior elements –! Region! including…! –! Population Density! •! Purchase Behavior! •! Demographic! –! Last purchase date! –! Age! –! Number of purchases! –! Gender! –! Income! –! Purchase value! •! Psychosocial! •! Web Behavior! –! Social Class! –! Visited your website! –! Lifestyle! –! Viewed a product page! •! RFM Analysis! –! Submitted a web form! –! Recency! –! Accessed your online resources! –! Frequency! –! Monetary! •! Social Behavior! •! Shared your message with others! •! Email Behavior! –! Clicked an email link!
30 Ideas 60 minutes 14 Use Internal Data for Marketing
!"#$%&( Marketing )"#*+,-.&( Technology Architect Consider Using Internal Data for Marketing Purposes Vail Resorts and their RFID data Put RFID on their passes and RFID readers on their lifts Basic usage is authentication, which results in data Could use that data internally for planning External usage has enabled marketing Personal tracking: days skied, vertical Contests: most vertical, most resorts Badges: all the lifts in one day, all the mtns in one season
30 Ideas 60 minutes Mobile Strategy is 15 NOT Having an App
!"#$%&( )"#*+,-.&( There is More to Mobile Than Apps- You Need a Game Plan Mobile Websites (A Must for 2012) QR Codes SMS campaigns and loyalty programs Location Services (Foursquare, Near Me Now, etc) Smartphone Apps (not for everyone) Voice (ahhh you forgot your mobile phone makes calls) Email (your customers are most likely reading your email from their phone...is it friendly) Have a strategy that meets your customers and satisﬁes THEIR needs. It may include one or all of these "channels" of mobile. Which combination is right for your customer?
!"#$%&( )"#*+,-.&( Marketers are Getting Serious About Social, Time for Social to Get Serious About Results “Whats the ROS?” may be the question of 2012. Measurement ﬁrms have begun applying analytics to social media like they do in other channels, so they can be compared apples to apples and you can see your Return On Social. Companies are increasingly ﬁnding positive ROI from Social Media initiatives and they are moving to make them core aspects of their marketing plans. 63 57 % ofcommitmentare hiring companies making % of companies plan to integrate social media into their a to overall marketing plans full-time employees 47 % are developing analytics for key performance indicators 56 % have building plans for consumer insight generation In 2012, marketers will have the conﬁdence to scale social to more accurately represent the sales, revenue, and proﬁt it is generating for the business.
!"#$%&( )"#*+,-.&( Social Campaigns Give Long-term Life to Brands
30 Ideas 60 minutes Alternative Methods of Input
!"#$%&( )"#*+,-.&( The Basics Remain the Same Touch was the ﬁrst mainstream evolution of interaction Voice - Siri doubled trafﬁc and bypasses search engines NFC - Quicker transactions and ability to capture more reﬁned data Advanced imaging technology - Kinect, face recognition, eye-tracking, object recognition
30 Ideas 60 minutes Re-engagement & 18 Remarketing Comes of Age
!"#$%&( )"#*+,-.&( “How much money are YOU leaving on the table?”
!"#$%&( Marketing )"#*+,-.&( Technology Architect Marketers Can Exploit Big Data “Big data” is relative but everyone’s data is increasing Social media posts versus replies to emails Page views Transactions 200 million tweets per day on Twitter DoubleClick captures terabytes per day 1 million transactions per hour at Wal-Mart
!"#$%&( Marketing )"#*+,-.&( Technology Architect Marketers Can Exploit Big Data Big data can answer different questions Who clicked on the X page / Who mentioned X in a tweet Who bought Y / Who bought something like Y
!"#$%&( )"#*+,-.&( You Won’t Get It Until You Do It! Check-in using Foursquare at the next place you go. Look for specials around you. Scan a QR code Join an SMS/Text alert program. (Gap, Victorias Secret, Target, JC Penny) Use Google Voice Search or ask Siri for something you need to buy soon. Buy something from Zappos on your phone. Create a Facebook/Twitter account and get social while on the go Join the big leagues and download the Starbucks Mobile Card app and buy your next coffee using your phone. The best way to understand & enhance your customer’s experience is to understand the experience yourself.
30 Ideas30 Ideas 60 minutes 60 Minutes Content (Curation) is King
!"#$%&( )"#*+,-.&( Premium Content and Rich Experiences are Key to Deeper Engagement We’ve all heard the Content is king, but with social medias maturation comes increased demands for content. Its not enough to have a Facebook page or Twitter feed—now you have to provide reasons for consumers to visit you there, such as video, whitepapers and webinars. Content curation will be a hot digital-marketing trend for optimizing social-media pages and adding engagement in 2012. Gone are the days of getting fans and expecting a return, now brands will have to provide relevant, compelling and current content to motivate their audiences to action.
30 Ideas30 Ideas 60 minutes 60 Minutes From Small Screen 22 to TV Screen
!"#$%&( )"#*+,-.&( TV is the Next Major Consumer Component to be Recreated Networks are splintering Netﬂix creating content Apple TV, Boxee, Plex Consumers are ready How does advertising ﬁt in? Second-screen experiences Google’s “Designing for TV” guidelines
30 Ideas 60 minutes Be Everywhere 23 Your Customers & Prospects Are
!"#$%&( )"#*+,-.&( Add Email Opt-in to Facebook Page
!"#$%&( )"#*+,-.&( Add Social Sign-In !"#$%&%()*$+(#*+,-%.*"($&/%(01(234536(
!"#$%&( )"#*+,-.&( Capture Opt-ins via Tablets/Kiosks
!"#$%&( Marketing )"#*+,-.&( Technology Architect You Can Commission a Mobile App 250 million iOS devices sold (iPhone, iPad & iPod) as of October 2011 4 million activations on December 25, 2011 224-253 million Android devices activated as of November 2011 700 thousand activations per day
!"#$%&( Marketing )"#*+,-.&( Technology Architect You Can Commission a Mobile App You can do things in an app that you can’t do in an email or a website Store users’ data Reminders Push data to the app Colorado is a hotbed of iOS and Android development
30 Ideas30 Ideas 60 minutes 60 Minutes 2012 is the Year of Your List (mobile & email)
!"#$%&( )"#*+,-.&( Grow Your Opt-in List Opt-ins provide brands a huge beneﬁt: privileged access to consumers. With mobile, consumers opt in by texting, scanning or submitting information to a mobile website or app; brands send direct communication to consumers via mobile messaging. Incentives are how Every opportunity to like, follow or sign up in exchange for discounts, points or rewards demonstrates a key emphasis brands give back for an opt-in strategy. QR code call to action offering a 25% off digital coupon code that sends a consumer to a like-gated Facebook Century 21 page. Once liked, consumers enter their mobile phone number via a sign-up widget in order to receive the digital code. Marketer gets both opt-ins and engagement across both channels and consumers spend less money.
!"#$%&( )"#*+,-.&( Social-Location-Mobile is the Future of Mobile Technology Location is no longer about maps or navigation but is increasingly an enabler of new product experiences. Location and maps are increasingly becoming features of new mobile products and services. Location will happen automatically, behind the scenes. Relevancy of local data will improve quickly. Advancing technology and new algorithms will bridge the physical and digital worlds. Marketing strategists should think beyond location alone but should couple this feature — which will be increasingly accurate, particularly indoors — with other data sources, such as user context and past behaviors.
30 Ideas30 Ideas 60 minutes 60 Minutes The Digital Wallet
!"#$%&( )"#*+,-.&( An Evolution in Payments Apple Store App Square and Card Chase NFC Digital IDs? Something to keep an eye on as a retailer
!"#$%&( )"#*+,-.&( Tactics for Personalization Success Build dynamic content into your messages Populate messages with peer reviews, customer testimonials and comments from social communities Create “if-then” message tracks sending contacts down different paths based 0 on behaviors
!"#$%&( )"#*+,-.&( Air New Zealand “Personality Allowed” campaign yields impressive results for Air New Zealand! Business Challenges! Increase customer loyalty by extending the on-board experience in a personal “kiwi” way! Create brand champions! Overview of Solution/Beneﬁts! “Personality Allowed” campaign yields impressive results! Pre-ﬂight emails – 69% open rate/38% click rate! Post-arrival emails – 62% open rate/40% click rate! Thousands of social media posts! Incredibly positive feedback from customers and crew ! !"#$%&$&()**)$+%&,$-.$)/+001&%#)+2&%#)3&)3&%#4& 5(3%&.)4,4&67&48-$(249+/&%#$%&1&#$:4&4:4(& (4,4):4;&%#$%&1&%#6(6</#*=&(4$;>&76<+;*.7<*& $+;&$,%<$**=&.()+%4;&6<%0?& !!!"#$%&(%)*+*,-%./0123$%
30 Ideas 60 minutes Sometimes, Step Back from the Technology
!"#$%&( Marketing )"#*+,-.&( Technology Architect Sometimes, Step Back from the Technology Don’t become so caught up in the systems that you forget about the marketing Instead, ask yourself: If there were no limitations from the technology, what would you do?
!"#$%&( Marketing )"#*+,-.&( Technology Architect Sometimes, Step Back from the Technology The basics remain the same Good marketing can’t make up for bad products or services Targeting the right customers and prospects is key to good results Engaging creative and design are needed to rise above the noise The best way to predict the future is to create it. Peter Drucker
30 Ideas30 Ideas 60 minutes 60 Minutes Get Started Now! 30
!"#$%&( )"#*+,-.&( The Biggest Mistake You Can Make in 2012 is Doing Nothing Start with the essentials - A mobile friendly website and SMS loyalty program Give yourself small goals. Reaching for the stars in phase = you not doing anything. Be open to learning and trying new things (thankfully many started experimenting last year so learn from others that acted before you)