The “wearable”era !
Digital Revolution Milestones!
World Wide Web!
invented at CERN!
Social media revolution!
The Social Media Revolution!
Consume information through !
Twitter, Facebook, Linkedin and other
Learn about new products !
! as well through social media.!
Appreciate conversations with the brand
!rather one –way advertisement!
Expects brands to be active in social
Wise towards promotions.!
Trusts only relevant information.!
Who is the Super-powered Consumer ?!
Companies attitude towards Digital !
999k! 100k! 7k!
100 email sent!
1 online catalog!
Transformation Management intensity!
Digital Strategy definition!
1 Define key channels!
2 Harmonized architecture and brand consistency!
3 Start tracking: KPIs framework and scorecards!
4 Traffic building strategy!
People still visit your website? Go
Enter your site URL!
Websites: key digital engagement channel!
Still 40% visit your website ONLY!
New sites live Jun 2012
Websites: key channel !
Target: ROPO, IN THE MARKET
Focus on: CONVERSION and PRODUCT!
§ Full redesign and review of the purchase funnel!
§ Introduction EU labeling!
§ Common architecture: same wireframes and
template for all brands, differentiation at CSS
level: time to market for +145 sites 2 days/
brand , total 1 week (vs previous 18months)!
§ User centric approach content and usability !
§ Google Analytics and KPIs !
Cost saving: !
not buying and maintain a separate domain!
driving traffic to websites!
Sell out campaign: !
Spain, Hungary, Czeck Republic, Slovakia!
increase in visits!
Traffic building strategy!
Online traffic dispersion!
Goodyear case history: !
Integrating local microsites into brand websites !
Will .com still be the King in 2015?!
ICANN will itroduce nearly 2000 new domains !
in the next 2 years!
Current domains 23 TLD 245 country codes!
.xyz will be the new .com?!
.xyz .berlin .club .guru
.wang .photography .email .link
.在线 .today Other
2011 Social Media Audit !
US Army & blimp!
#fans blimp: 12.000!
avg. 2.273 fans per page
18 markets: inconsistent positioning,
NO CONTENT STRATEGY!
One Fan page
yes, just one.!
Social Media Strategy!
Find your own distinctive, unique Social Identity !
Oreo example: Real-time marketing!
Branded content on Social Media!
fans in 3 weeks
Local activaction: La ruta de tus suenos!
DECENTRALIZED! CENTRALIZED! HUB and SPOKE!
2011! 2012! 2015!
Social Media: key digital engagement channel!
Is still worth to be on Facebook?!
19% in 2013
grew 15%, while
Twitter fell to 8%.
seeing a decrease
in daily users,
2nd in terms
photos and videos
Video will dominate more and more!
100 hours of video are!
uploaded to Youtube every!
2/3 of the world’s data will!
be video by 2017
Branded Vines are 4 times
more likely to be
seen than a branded video.!
The :06 Vine is the new :30
Content and UGC still rocks!
Business who blog gets 67% MORE
leads than those who don’t.!
In 2011 Google’s Panda update
penalized low quality content sites&
their Hummingbird update de-emphasizes
keywords in favor of
58% of B2B companies plan to
increase their content marketing
budget in 2014!
UGC+ Viral = Meme!
2° century A.D.
Ice Bucket challenge
A meme is “an idea, behavior, or style that
spreads from person to person within a culture.”
Had it to be done? !
Mobile: 6 years after iPhone introduction !
of text messages are !
opened which 83% 1 hr!
Mvo bile: key channel!
4.1 bln !
Mobile Phone !
Frequent text !
74% smartphones owners use location based services!
47% want to receive mobile coupons from retailers based on their
91% of adults have their mobile phones within arm’s reach 24/7!
Location-targeted campaigns: forecast ad spend of $5.8 bil by
smartphones owners !
use location based !
% want to receive!
mobile coupons from !
retailers based on !
of adults have their !
mobile phones within !
arm’s reach 24/7!