PATHWAYS
From Collaboration
to Engagement
Embrace the social Turn
2014 Social and Marketing Trends
Developed for Zen-est
Social media and digital is a musthave for today‟s marketing and
engagement strategies. New
platforms are rising, new
tech...
•

Social is a lot about finding the right content at the
right time (content marketing).

•

Mobile is important. So does...
…and

the challenges lurking in the near future

4
SOCIAL MEDIA IS NOT SOCIAL ANYMORE
The “activeness”
decreased by 40%

Too expensive to build
and too hard to
promote…

Any...
SOCIAL CONSUMER PURCHASE JOURNEY IS BROKEN

We have to face the truth: the process
of selling is broken. Customers have
mo...
IMPACT AND ROI STILL HARD TO MEASURE

7

Source: http://www.theidm.com Brandwith Group 2013
5 trends
8

from engagement to collaboration
Temporary Social Media
Snapchat, Vine and WeChat

Temporary

is

like

Temporary is
Temporary
9

is

laugh

like

sadness
...
Temporary trumps permanent;
anonymity makes a comeback

10
Case
Study

11
But why we are talking about Snapchat here, especially when we do not have it in China…

The idea of temporary social medi...
SoLoMoVi
Visual and interactive content

Social

Location
Mobile
13

Visual
SEARCH/ORGANIC
PAID MEDIA
EARNED MEDIA

ADVOCACY

INFLUENCERS

PARTICIPATION
ENGAGEMENT
AWARENESS
ACCESSIBILITY
14

TO EDU...
MOBILE AND CLOUDING MAKE SOLOMOVI A REAL THING…
AND PAVING WAYS FOR O2O

15
Visual marketing

Case
Study

16
17
Deloitte 德勤奥斯卡电影节

18
The Value Network
Collaborative Economy

Sharing

19

is caring

and creating values

for you and others
SOCIAL MEDIA IS NOT DYING, THEY ARE EVOLVING …
Weibo

2009
Google Glass
2012

Information

Values

Relationship

Vine
2013...
21
Anything will be social when shared
Ownership  Access

Sharing Economy
created by young and WiFipowered generations

Main...
Sharing Economy is
not just about
business. It is the
new way for brand
building, product
marketing and client
loyalty. Th...
Regardless of the fate of Snapchat in particular,
the idea of temporary social media is important

because the ability to ...
Case
Study

25
Case
Study

26
Community

27
Case Study: Deloitte Power House
Join Power House
Take tasks and participate into events

Rewarded with promotions, opps a...
Case Study: Deloitte Power House
Project Owner
•
•
•

Create project
Post project
Invite and decide 5
sub-chiefs

HR

HR a...
Coming soon

A real Value Network:
Consumer Generated Content + Objects Generated Content
30
Gamification
Fun is everything

No fun, no engagement

31
Gamification typically involves applying game design thinking to non-game applications
to make them more fun and engaging....
33
Case
Study

34
SOCIAL MEDIA IS NOT SILO, INTEGRATE IT

Power Fans

35
Youtility

36
The difference between helping and
selling is just 2 letters. But those letters
make all the difference. Your company
need...
38
Community

39
Case
Study

40
What we learned so far
Temporary
Social Media

Gamification

41

SoLoMoVi

The Value
Network

Youtility

Virality
Viralityy
42

the missing part
Why do some ideas spread like wildfire while others
don‟t? The Wharton School‟s Jonah Berger has
examined hundreds of baby...
44
!
45

And…
A further step to use social
media to empower your
marketing activities
Better integrate social media into engagement
Content

Continuity

4Cs of
Communi Context
cations

Good engagement is the ...
And build the social business
Start with a strong strategy
1 Define your objectives, stakeholders
and desired outcome

1
6 Evaluate

Activate

Define
2
...
And the big ideas
The four Cs to build the pillars of big ideas

Content

49

Community

Connection

Collaboration
Content

50

Community

Connection

Coloration
We love
science, technology, innovation
and hearing from you! So, say
hello.
Many companies think having a branded Faceboo...
Connection

52

"People don‟t buy what you
do, they buy why you do it.”
With a devotion to
spreading
knowledge, TED Talks
has hit on one of the
most valuable content
marketing tools today:
video...
Collaboration

Connection

54
55
For off-site catch-up:

Questions
?

56

vli@deloitte.com.cn
Weibo: @liblog
weChat: vincent6857
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5 Digital Marketing Trends for 2014

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5 Digital Marketing Trends for 2014

  1. 1. PATHWAYS From Collaboration to Engagement Embrace the social Turn 2014 Social and Marketing Trends Developed for Zen-est
  2. 2. Social media and digital is a musthave for today‟s marketing and engagement strategies. New platforms are rising, new technologies are burgeoning and new concepts are transforming they way we live and do business . The game is on but DO YOU KNOW where are we heading for? 2
  3. 3. • Social is a lot about finding the right content at the right time (content marketing). • Mobile is important. So does the new Apps, censors, wearables .(mobile marketing) Social is a lot about industry-specific communities, professional networks, trust, proximity and moving towards personal interaction. (WOM and influencer marketing) Data is big and important. (Data Mining and Analytic Marketing and Growth Hacker) • 3 It‟s integrated. (integrated marketing). • SO FAR … • • Lessons we learned about digital marketing Branding and emotions matter. The decision journey is more „rational‟ but don‟t underestimate the power of brand and emotion, an often made mistake.
  4. 4. …and the challenges lurking in the near future 4
  5. 5. SOCIAL MEDIA IS NOT SOCIAL ANYMORE The “activeness” decreased by 40% Too expensive to build and too hard to promote… Anyone still use Renren.com ? You are kidding me! What about vertical websites? En.. Their only readers are marketers. Well…呵呵 5 It is “open” but not so open. And actually, it is not designed to be social
  6. 6. SOCIAL CONSUMER PURCHASE JOURNEY IS BROKEN We have to face the truth: the process of selling is broken. Customers have more choices and are under intense pressure. The social consumer journey is more vulnerable and it is even challenging to engage your consumers via social media - - the battle for attention and influence is ubiquitous 6
  7. 7. IMPACT AND ROI STILL HARD TO MEASURE 7 Source: http://www.theidm.com Brandwith Group 2013
  8. 8. 5 trends 8 from engagement to collaboration
  9. 9. Temporary Social Media Snapchat, Vine and WeChat Temporary is like Temporary is Temporary 9 is laugh like sadness like life
  10. 10. Temporary trumps permanent; anonymity makes a comeback 10
  11. 11. Case Study 11
  12. 12. But why we are talking about Snapchat here, especially when we do not have it in China… The idea of temporary social media is important because the ability to be candid and spontaneous—and to be that way with only some people and not others—is the essence of friendship, individuality, creativity and real engagement and communication with your clients and consumers. 12
  13. 13. SoLoMoVi Visual and interactive content Social Location Mobile 13 Visual
  14. 14. SEARCH/ORGANIC PAID MEDIA EARNED MEDIA ADVOCACY INFLUENCERS PARTICIPATION ENGAGEMENT AWARENESS ACCESSIBILITY 14 TO EDUCATE SOC LOC IAL AL Vi Mo MOB VIS ILE UAL TO ENGAGE OBSERVORS Lo TO BUILD PRESENCE So TO AWARD DATA MINING GENERAL PUBLIC OWNED MEDIA COMMAND CENTRE
  15. 15. MOBILE AND CLOUDING MAKE SOLOMOVI A REAL THING… AND PAVING WAYS FOR O2O 15
  16. 16. Visual marketing Case Study 16
  17. 17. 17
  18. 18. Deloitte 德勤奥斯卡电影节 18
  19. 19. The Value Network Collaborative Economy Sharing 19 is caring and creating values for you and others
  20. 20. SOCIAL MEDIA IS NOT DYING, THEY ARE EVOLVING … Weibo 2009 Google Glass 2012 Information Values Relationship Vine 2013 Wechat 2012 Instagram 20 2012
  21. 21. 21
  22. 22. Anything will be social when shared Ownership  Access Sharing Economy created by young and WiFipowered generations Maintain  Share Gain Help  Provide Help Fun  Value 22
  23. 23. Sharing Economy is not just about business. It is the new way for brand building, product marketing and client loyalty. The more they share, the more social you brand will be. B2B 23
  24. 24. Regardless of the fate of Snapchat in particular, the idea of temporary social media is important because the ability to be candid and spontaneous—and to be that way with only some people and not others—is the essence of friendship, individuality, creativity and real engagement and communication with your clients and consumers. 1. If you sell products, turn them into services. 2. If you offer services, create a marketplace. 3. If you run a marketplace, empower that marketplace to build products. 24
  25. 25. Case Study 25
  26. 26. Case Study 26
  27. 27. Community 27
  28. 28. Case Study: Deloitte Power House Join Power House Take tasks and participate into events Rewarded with promotions, opps and gifts 领取任务获得积分 交 流 和 社 区 模 块 后 兑换积分获得晋升 台 模 参与特殊任务获得礼物 任块 ( 务 发 ) 布 Supporting 积 分 和 奖 励 模 块 Community 任 务 模 块 Scoring & Reward 个 人 页 面 Task Modules 28 Gain scores for every activities 开始德勤虚拟职业生涯 Profile page Tasks created by National HR regional HRs, CSR, learning, functions and service lines
  29. 29. Case Study: Deloitte Power House Project Owner • • • Create project Post project Invite and decide 5 sub-chiefs HR HR and Web Managers Level 1 • • • Share/ finish task Create sub-projects Invite and many level 2 A Verified DTTers Level 2 • • Share/ finish task Invite and many level 3sub-chiefs B DTTers Level 3 • • • Share/ finish task Create sub-projects Invite sub-chiefs DTTers and invited and 29 registered users C 审核所有公开信息发布
  30. 30. Coming soon A real Value Network: Consumer Generated Content + Objects Generated Content 30
  31. 31. Gamification Fun is everything No fun, no engagement 31
  32. 32. Gamification typically involves applying game design thinking to non-game applications to make them more fun and engaging. In one word, gamilifcation is the reason why I should care and play. 32
  33. 33. 33
  34. 34. Case Study 34
  35. 35. SOCIAL MEDIA IS NOT SILO, INTEGRATE IT Power Fans 35
  36. 36. Youtility 36
  37. 37. The difference between helping and selling is just 2 letters. But those letters make all the difference. Your company needs to become a YOUtility. Sell something, and you make a customer. Help someone, and you make a customer for life. 37
  38. 38. 38
  39. 39. Community 39
  40. 40. Case Study 40
  41. 41. What we learned so far Temporary Social Media Gamification 41 SoLoMoVi The Value Network Youtility Virality
  42. 42. Viralityy 42 the missing part
  43. 43. Why do some ideas spread like wildfire while others don‟t? The Wharton School‟s Jonah Berger has examined hundreds of baby names, thousands of New York Times articles and data from millions of YouTube videos to break down the elements that make things go viral. 43
  44. 44. 44
  45. 45. ! 45 And… A further step to use social media to empower your marketing activities
  46. 46. Better integrate social media into engagement Content Continuity 4Cs of Communi Context cations Good engagement is the exchanges of valuable information and content that matters to each other Authentic Value-added Relevancy Connectivity Good engageement is a process to engage stakeholders in multiple touching points and tell a seamless story with influencers Social Mobile 46 Location visual Multiple touching point Influencers Listen and participate
  47. 47. And build the social business
  48. 48. Start with a strong strategy 1 Define your objectives, stakeholders and desired outcome 1 6 Evaluate Activate Define 2 Explore 5 Ideate Strategize 3 4 48 2 Do stakeholders analysis: find the shared interests 3 Have a strategy: Content & Channel 4 Develop key messages and master narrative 5 Decide which channels to use and how? 6 Any big ideas such as an online/offline campaign? 7 Build listening and evaluation mechanism
  49. 49. And the big ideas The four Cs to build the pillars of big ideas Content 49 Community Connection Collaboration
  50. 50. Content 50 Community Connection Coloration
  51. 51. We love science, technology, innovation and hearing from you! So, say hello. Many companies think having a branded Facebook page means posting company news and talking about specific product offerings. But GE takes a different approach: By framing its platform around technology and innovation, GE positions itself as a go-to resource for content that relates to those two topics. So, if you‟re a technology enthusiast and you see that GE posts interesting infographics about the industry, you‟ll likely follow the company—regardless of whether or not you‟re a GE customer. Which, as I probably don‟t have to tell you, is very powerful marketing. 51
  52. 52. Connection 52 "People don‟t buy what you do, they buy why you do it.”
  53. 53. With a devotion to spreading knowledge, TED Talks has hit on one of the most valuable content marketing tools today: video. 53
  54. 54. Collaboration Connection 54
  55. 55. 55
  56. 56. For off-site catch-up: Questions ? 56 vli@deloitte.com.cn Weibo: @liblog weChat: vincent6857

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