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Mark Kvamme at OMMA Global

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http://www.sequoiacap.com/us/mark-kvamme
Thanks to forces like the proliferation of social media and the rapid maturation of mobile broadband, traditional marketing tools for achieving branding goals are dulling and rusting. Social media, for example, in addition to driving brand awareness and sales, also serves the objectives of market research, product consideration and trial, customer service, and reputation management. Even email and the mobile Web are places to interact with the consumer and humanize the brand. Every piece of content, communication or collaboration is a time-stamped heat map of who the consumer is, what they’re thinking, how they’re behaving and which decisions they’re making. The transformation from mass media to media of, by and for the masses is well underway; Sequoia Capital’s Mark Kvamme will explain how brands should adapt.

Published in: Technology
  • Hello Mark,

    Thank you for this fascinating slide presentation where you provide a very clear representation of past performance, current trends, and the future of social networks and mobility. I found this presentation to be thoroughly engaging and very valuable information for anyone that does business in this era.
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Mark Kvamme at OMMA Global

  1. 1. From Mass Media<br />to<br />Media from the Masses<br />OMMA, March 17, 2010<br />
  2. 2. 1953<br />
  3. 3. marketing mix: the 4 P’s— product, price, place, and promotion<br />Advertising, Direct, PR, POS, Word of Mouth<br />
  4. 4. 1953<br />POS<br />Direct<br />Advertising<br />Cost of Impact<br />PR<br />WOM<br />Speed of Impact<br />=Size of Impact<br />
  5. 5. 2010<br />
  6. 6. 1953 <br />2010<br />POS<br />POS<br />Direct<br />Direct<br />Advertising<br />Advertising<br />Cost of Impact<br />PR<br />WOM<br />PR<br />PR<br />WOM<br />Speed of Impact<br />=Size of Impact<br />
  7. 7. social media marketing:achieve branding and marketing <br />communication goals through the participation in various <br />social media—facebook, twitter, linkedin, digg, youtube, <br />stumbleupon, mobile, and emerging new applications.<br />
  8. 8. Time Shifting to Social Networks<br />2005 Website<br /> yahoo.com<br /> msn.com<br /> google.com<br /> ebay.com<br /> amazon.com<br /> microsoft.com<br /> myspace.com<br /> google.co.uk<br /> aol.com<br /> go.com<br />2009 Website<br />1 google.com<br />2 yahoo.com<br />3 youtube.com<br />4live.com (bing.com)<br />5 facebook.com<br /> msn.com<br />wikipedia.com<br />8 blogger.com<br />9 myspace.com<br />10yahoo.co.jp<br />
  9. 9. Led by Facebook + Twitter<br />Traffic<br />Time<br />
  10. 10. Content<br />
  11. 11.
  12. 12.
  13. 13.
  14. 14. Awareness<br />
  15. 15.
  16. 16.
  17. 17.
  18. 18.
  19. 19.
  20. 20.
  21. 21.
  22. 22. 1000’s Re-Tweets<br />+<br />500,000 Digg.com driven trailer views<br />+<br />466,637FunnyOrDie homepage views <br />
  23. 23. 15% Uplift in Opening Weekend Box Office<br />1000’s Re-Tweets<br />+<br />500,000 Digg.com driven trailer views<br />+<br />466,637FunnyOrDie homepage views <br />
  24. 24. Mobile<br />
  25. 25. Mobile Outpaces Desktop<br />iPhone + iTouch vs. NTT docomoi-mode vs. AOL vs. Netscape Users First Quarters Since Launch <br />
  26. 26. 2x Number of Users<br />Internet– 1.4B<br />Mobile – 3.3B<br />ROW13%<br />ROW6%<br />LatinAmerica 10%<br />North America18%<br />Asia/Pacific42%<br />Europe24%<br />
  27. 27. Direct<br />PR<br />Advertising<br />WOM<br />POS<br />Cost of Impact<br />Mobile<br />PR<br />Speed of Impact<br />=Size of Impact<br />
  28. 28. Integrated Marketing Communications (AdMob)<br />
  29. 29. Awareness<br />CPM Banners<br />
  30. 30. Trial<br />Click to Site<br />
  31. 31. Word-of-Mouth<br />Click to Twitter<br />
  32. 32. Word-of-Mouth<br />Click to Facebook<br />
  33. 33. Consideration<br />Click to Showtimes & Tickets<br />
  34. 34. Purchase<br />Add to Calendar<br />
  35. 35. Will Incumbents Thrive or Be Taken Over?<br />
  36. 36. Maslow’s Hiearchy of Needs Are Changing<br />3.5<br />
  37. 37. Thank You!<br />
  38. 38. Thank You!<br />
  39. 39. Thank You!<br />

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