Born digital...the revolution 8 15-11


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Born digital...the revolution 8 15-11

  1. 1. Born Digital … The Revolution Digital Marketing Alive Course Fall 2011 Lynchburg College School of Business and Economics ©2011 Dr Ira Kaufman
  2. 2. The Revolution Defined
  3. 3. Digital Revolution <ul><li>+ Engage It </li></ul><ul><li>+ Experience It </li></ul><ul><li>+ Share It </li></ul>
  4. 4. Social Map
  5. 5. Statistics of the Revolution <ul><li>More uploads to YouTube in 60 days than all 3 major US networks created in 60 yrs </li></ul><ul><li>110 million tweets are sent per day on Twitter or 4+million per hour ( Twitter ) </li></ul><ul><li>Facebook generates 770 Billion page views, 700+ Billion minutes, every month </li></ul><ul><li>StumbleUpon (43%) has overtaken Facebook (38%) as #1 source for US social media traffic </li></ul>
  6. 6. Buying Behaviors Changed <ul><li>95% of consumers do not trust advertising </li></ul><ul><li>70% of Americans say they look at online product reviews before making a purchase </li></ul><ul><li>79% of consumers say they use a smart­phone to help with shopping </li></ul><ul><li>83% of moms say they do online research after seeing TV commercials for products that interest them </li></ul>
  7. 7. Understanding the Digital Dynamic <ul><li>Global Marketplace Changes </li></ul><ul><li>The Digital WHO </li></ul><ul><li>Customer Mindset </li></ul><ul><li>New Corporate Reality </li></ul><ul><li>Customer Expectations </li></ul><ul><li>Marketing in Transition </li></ul>
  8. 8. Global Marketplace Changes <ul><li>Globalization… one marketplace </li></ul><ul><li>Interdependence </li></ul><ul><li>Control of media; consumer is publisher </li></ul><ul><li>Immediate access to news and information </li></ul><ul><li>Very fast broadband speed </li></ul><ul><li>Mobile access to satellite GPS </li></ul><ul><li>Open source technology </li></ul>
  9. 9. Digital WHO <ul><li>Digital Native </li></ul><ul><ul><li>born digital, think social, need to implement strategic </li></ul></ul><ul><li>Digital Immigrants </li></ul><ul><ul><li>think strategic, need to implement digital </li></ul></ul><ul><li>Digital Aliens </li></ul><ul><ul><li>think strategic, need to experience digital value </li></ul></ul><ul><li>Digital Integrators </li></ul><ul><ul><li>live digital, innovate strategic, need to integrate </li></ul></ul><ul><li>Digital Explorer </li></ul><ul><ul><li>use digital to navigate their world </li></ul></ul>
  10. 10. Digital Targets   Digital Natives Digital Immigrants Digital Aliens Digital Integrators Demographic 15-25 yrs 30-60 yrs 45-65 yrs 25- 60 yrs Company position Junior staff Senior executives , managers Senior executives , managers Consultants, Agencies Characteristic Open, inventive Searching Resistant Innovative Target        
  11. 11. Social Media Live Update <ul><li> </li></ul>Clicking this link will show you how social media has been embraced. Notice the elapsed time.
  12. 12. Some Demographics <ul><li>80+% Adult Internet Users have used Social Media </li></ul><ul><li>72% using Social Media <90 days </li></ul><ul><li>Demographics +10hrs/wk: </li></ul><ul><ul><li>30-39 yr (45%) </li></ul></ul><ul><ul><li>50-59 yr (39%) </li></ul></ul><ul><li>67% of marketers plan on increasing use social media </li></ul><ul><li>Social Media Industry Report 2009 by Michael Stelzner </li></ul>
  13. 14. New Digital Divide
  14. 15. Social Media Provides Value <ul><li>Kellogg COO - we are tripling social media spending over the past three years and experiencing &quot;great returns on this investment.” </li></ul><ul><li>Tony Hsieh, CEO Zappos “ We are about 3 Cs: Clothing, Customer Service and Culture… Gross sales grew from $1.6M (2000) to $1+ billion (2008) by focusing relentlessly on customer service and culture – a potent digital marketing tool.” </li></ul><ul><li>McDonald’s “Our head of Social Media is the customer” </li></ul><ul><li>Lenovo “We achieved cost savings by a 20% reduction in call center activity as customers go to community website for answers “ </li></ul>
  15. 17. What Are The Results? <ul><li>Generated Exposure 85% </li></ul><ul><li>Increased my Website Traffic 63% </li></ul><ul><li>Build New Business Partnerships 56% </li></ul><ul><li>Generated Qualified Leads 48% </li></ul><ul><li>*Source is Social Media Industry Report 2010 by Michael Stelzner </li></ul>
  16. 18. Your Challenges <ul><li>Develop a digital marketing strategy to generate a competitive edge </li></ul><ul><li>Integrate and Optimize digital marketing with traditional marketing </li></ul><ul><li>Evaluate the performance and return on investment (ROI) </li></ul><ul><li>What results can I expect? </li></ul>©2011
  17. 19. About the Presenter Ira Kaufman, President, Ira combines 30 years of rich experiences with businesses and non-profits to guide them to leverage the power of social media for marketing, recruitment and organizational development. Ira collaborates with a team of experts to design interactive environments to by integrating traditional advertising, online marketing, public relations and social media. His strong values and sensitivity to organization innovation and change are the foundation of his work. Ira has a PhD in Marketing and serves as a consultant, public speaker, and lecturer for companies and Senior Executive programs. Currently Visiting Professor, Lynchburg College School of Business and Economics. LinkedIn: Facebook:    Twitter: