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Driving Engagement with Consumers across digital channels

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Digital Engagement channels in 2014. Presentation given for the 2014 Dialog Konferanzen in Stramstadt organised by Bring Dialog

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Driving Engagement with Consumers across digital channels

  1. 1. 1 Driving Engagement with Consumers across digital channels ! Luisella Giani! 27th August 2014! #dk14! @luisella!
  2. 2. 2 Luisella Giani!
  3. 3. The “wearable”era ! IoT! Quantified self! ! 3 Digital Revolution Milestones! 2003/06 1989 1994/98 World Wide Web! invented at CERN! Cluetrain Manifesto! web 2.0! blogosphere! 2001 Social media revolution! 2010/13 2007 2013 iPhone introduction.! Mobile revolution! Drones ! delivery! 2015
  4. 4. 4 The Social Media Revolution! https://www.youtube.com/watch?v=zxpa4dNVd3c
  5. 5. 5 Consume information through ! Twitter, Facebook, Linkedin and other social media 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 !listening, engaging,responding! Wise towards promotions.! Trusts only relevant information.! Who is the Super-powered Consumer ?!
  6. 6. 6 Contemporary shopping journey!
  7. 7. 7 Where are the conversions?!
  8. 8. 8 Companies attitude towards Digital ! The Fashionistas! 100 likes! The Digerati! 999k! 100k! 7k! The Conservatives! 100 email sent! The Beginners! 1 online catalog! Digital intensity! Transformation Management intensity!
  9. 9. The challenge! INDUSTRY:! Tire business! TYPOLOGY:! Traditional company! ORGANIZATION:! Matrix organization, cross dept role! BRANDS:! Goodyear, Dunlop, Fulda, Sava! APPLIED TO:! Europe, Middle East, Africa, +30 languages, +45 countries ! 9 TIMING:! 18 months!
  10. 10. 10 Digital Strategy definition! 1 Define key channels! 2 Harmonized architecture and brand consistency! 3 Start tracking: KPIs framework and scorecards! 4 Traffic building strategy!
  11. 11. People still visit your website? Go 11 Enter your site URL!
  12. 12. 12 Websites: key digital engagement channel! Still 40% visit your website ONLY!
  13. 13. 13 New sites live Jun 2012 Websites: key channel ! 2011 Target: ROPO, IN THE MARKET ! Focus on: CONVERSION and PRODUCT! HOW:! § 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 !
  14. 14. 14 Cost saving: ! not buying and maintain a separate domain! ! Traffic: ! driving traffic to websites! ! Sell out campaign: ! Spain, Hungary, Czeck Republic, Slovakia! ! +135,33 %! increase in visits! Traffic building strategy! Online traffic dispersion! Goodyear case history: ! Integrating local microsites into brand websites !
  15. 15. 15 Will .com still be the King in 2015?! ICANN will itroduce nearly 2000 new domains ! in the next 2 years! ! Categorize the Internet in verticals! ! Reinvent marketing campaigns and create new internet business models! Assign secure authenticity and credibility to brands! ! Create local languages domains (IDN)! Internationalized Domain Name! Current domains 23 TLD 245 country codes!
  16. 16. 16 .xyz will be the new .com?! 24% 48% .xyz .berlin .club .guru .wang .photography .email .link .在线 .today Other
  17. 17. 17 2011 Social Media Audit ! Germany! Theme:! promotion! #fans: 1.000! Goodyear USA! Nascar, ! US Army & blimp! #fans blimp: 12.000! France! Theme: ! security! #fans: 11.000! AGGRESSIVE! COST PLAYER! FAMILY Turkey! Theme: ! #fans 683! avg. 2.273 fans per page 18 markets: inconsistent positioning, heavy fragmentation NO CONTENT STRATEGY!
  18. 18. 18 One Fan page yes, just one.! Social Media Strategy!
  19. 19. Find your own distinctive, unique Social Identity ! Oreo example: Real-time marketing! Design wins! 19 Branded content on Social Media!
  20. 20. 20 Design the Drive!
  21. 21. + 30.000 fans in 3 weeks 21 Local activaction: La ruta de tus suenos!
  22. 22. 22 Company digitalization! DECENTRALIZED! CENTRALIZED! HUB and SPOKE! 2011! 2012! 2015!
  23. 23. 23 Social Media: key digital engagement channel! Is still worth to be on Facebook?! Pinterest content sharing grew 19% in 2013 Facebook only grew 15%, while Twitter fell to 8%. Facebook is seeing a decrease in daily users, “specifically among teens”. Google+ is 2nd in terms of monthly visitors behind Facebook. 400! million! 400 million Snapchat photos and videos are received every day.
  24. 24. 24 …that lives forever!! http://www.dailymotion.com/video/x1vrhv6_chef-movie-clip-that-lives- forever-2014-hd_shortfilms
  25. 25. 25 Video will dominate more and more! VIDEO:! 100 hours of video are! uploaded to Youtube every! minute.! ! 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 commercial!
  26. 26. 26 Content and UGC still rocks! Content Marketing! 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 conversational search.! ! 58% of B2B companies plan to increase their content marketing budget in 2014!
  27. 27. 27 UGC+ Viral = Meme! 2° century A.D. Abracadabra 2009 Eternal moonwalk 2012 Gangnam style 2013 Harlerm shake 2014 Ice Bucket challenge A meme is “an idea, behavior, or style that spreads from person to person within a culture.”
  28. 28. 28 Had it to be done? ! ps://www.youtube.com/watch?v=6w4Gqt-ljb4
  29. 29. 29
  30. 30. 30
  31. 31. 31 Mobile: 6 years after iPhone introduction ! http://youtu.be/qGdlz16S1Ic
  32. 32. 97%%! of text messages are ! opened which 83% 1 hr! 32 Mvo bile: key channel! 4.1 bln ! Mobile Phone ! worldwide ! SMS 68.7%! Frequent text ! users! 74% smartphones owners use location based services! 47% want to receive mobile coupons from retailers based on their location! 91% of adults have their mobile phones within arm’s reach 24/7! ! Location-targeted campaigns: forecast ad spend of $5.8 bil by 2016! 74%! smartphones owners ! use location based ! services.! ! 47%! % want to receive! mobile coupons from ! retailers based on ! their location! ! 91%! of adults have their ! mobile phones within ! arm’s reach 24/7! !
  33. 33. 33 What’s next?!
  34. 34. 34 Resources! ZMOT video! http://youtu.be/g40rrWBx2okJourney! ZMOT multiscreen studies http://www.thinkwithgoogle.com/research-studies/the-new-multi-screen-world-study. html CAPGEMINI&MIT study! http://www.capgemini.com/resource-file-access/resource/pdf/ The_Digital_Advantage__How_Digital_Leaders_Outperform_their_Peers_in_ Every_Industry.pdf ICANN ! http://ntldstats.com ! MEME! www.eternalmoonwalk.com DATA SOURCES! www.socialmediab2b.com www.dailybreakmedia.com www.bluespiremarketing.com www.factbrowser.com/tags/location-based_services www.mediabistro.com/alltwitter/vine-facts-tips-b48833
  35. 35. 35 Luisella Giani! luisella.giani@gmail.com! @luisella! luisella.giani! linkedin.com/in/luisellagiani!

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