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Socmob proximitybbdo dma2012_henny_vg

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Socmob proximitybbdo dma2012_henny_vg

  1. 1. Social & Mobile
  2. 2. Henny van GerwenCreative Director/Partner at Proximity bbdo My favourite song: Leonard Cohen
  3. 3. DMA2012 - 5 days in 15 minutes
  4. 4. Nice to meet you
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  10. 10. Trend 1 –the responsive conference audience
  11. 11. Trend 1 – more (social) data is less trust
  12. 12. 35 ZB35,000,000,000,000,000,000,000 bytes = 10007 bytes = 1021 bytes
  13. 13. People do trust their social network People do not trust brands in their social network   “Trustability” = proactive trustworthinessYou Tube ‐ DMA2012 Saturday Keynote ‐Don Peppers
  14. 14. 16
  15. 15. Duke Energy 5% less churn by acting proactively CSI + 20% 17
  16. 16. Trend 2 – content is the new black
  17. 17. 21
  18. 18. 22
  19. 19. Content marketing is a response generator Brands with daily content acquire twice as fast new customers compared to brands that refresh content on a weekly basis Articles marked as ‘new’ or ‘update’ are being read 8 times more often. Companies with an active blog have 4 times more indexed search pages and 2.5 more leads Articles that are signed by an author are being perceived as a more credible source than anonymous content
  20. 20. Trend 3 –towards new 1-to-1 media
  21. 21. The smartphone is the ultimate 1-to-1 medium 40% of all search is  mobile 25% of mobile users are  mobile only  Mobile + other channels  = + 11% more sales  25 (QVC.com) 
  22. 22. The end of the mass DM ? +   2.1%  %  ‐5.5%  Small quantities,  Mass mail  digital print 27
  23. 23. And what about the impact of Facebook ? 28
  24. 24. Not all social media are created equally 29
  25. 25. Does Facebook have impact on response ? 30
  26. 26. Trend 4 – data also impact creativity

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