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Media Trendy 2012 Bernhard Glock - What Inspires Me Most Today After Having Left P&G Two Years Ago

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Main issues: The secret to effective communication. Understanding the new consumer media behavior at the start of the media process. Creativity becomes core work of media agencies. Truly integrated communication cuts through all lines. The new emerging media trends and companies become the new players in media. My 8 key learnings how to win in media in the future.

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Media Trendy 2012 Bernhard Glock - What Inspires Me Most Today After Having Left P&G Two Years Ago

  1. 1. KONFERENCJA MEDIA TRENDY 2012 19 kwietnia 2012 What inspires me most today after having left P&G 2 years ago or“What I have learnt how you can win in the future” Bernhard Glock | Warsaw | April 19, 2012
  2. 2. How to win in the social media future Bernhard Glock Today Future Former President, World Federation of Advertisers Former Vice President, Global Media and Communication Procter & Gamble President and CEO, Bernhard Glock Media Leadership Company Senior VP, Medialink2
  3. 3. Bernhard Glock Board Engagements Media Barter Real time bidding and ad optimization Global telco free gateway to mobile marketing Breakthrough Leading mobile technology shopper Cross channel harnessing media marketing digital agency solution solution3 group
  4. 4. Actions for us 1. Know the digital and social landscape 2. Understand Today Your consumer Future 3. Come up with great ideas that travel 4. Create intentional communication 5. Listen and measure4
  5. 5. Actions for us 1. Know the digital and social landscape 2. Understand Today Your consumer Future 3. Come up with great ideas that travel 4. Create intentional communication 5. Listen and measure + Great5 Examples
  6. 6. Actions for Winning 1. Know the digital and social landscape 2. Understand Today your social consumer Future 3. Come up with great ideas that travel 4. Create intentional communication 5. Listen and measure6
  7. 7. 7 From information web to social web
  8. 8. 8 Likes all over the place (on 2 million sites)
  9. 9. 9 The social players
  10. 10. 10 Social familiarity and literacy
  11. 11. “In the next 3 years, marketing’s effectiveness will increase, stay the same or decrease for each of the following channels:” Increase in % Created social media 55 Mobile marketing 51 Online video 50 Email marketing 43 Paid placement in social media 41 Search engine optimization 40 Display advertising 35 Paid search listings 30 TV 21 … What interactive marketers predict, Forrester Research 2011 to 201611
  12. 12. 2.5 out of 5Answer to the question: how well do agencies harness the power12 of social media, LA Media Festival 2011
  13. 13. Actions for Winning 1. Know the digital and social landscape 2. Understand Today Your consumer Future 3. Come up with great ideas that travel 4. Create intentional communication 5. Listen and measure13
  14. 14. 14 From audience to communities
  15. 15. “People have their lives in the palms of15 their hands” (Esther Lee, AT&T)
  16. 16. 16 Social media is like a party
  17. 17. 17 Don’t talk at them but talk with them
  18. 18. Facebook: 51% who like a brand are more18 likely to buy from it
  19. 19. Nielsen: 68% more likely to remember an ad withsocial context, twice more likely to remember the19 ad, 4 times more likely to purchase
  20. 20. Southwest Airlines: fans 362 % more likely20 to visit the site, 161 % their friends
  21. 21. Actions for Winning 1. Know The digital and social landscape 2. Understand Today Your consumer Future 3. Come up with great ideas that travel 4. Create Intentional communication 5. Listen and measure21
  22. 22. 22 Platform for connections
  23. 23. The line is blurring23 (e.g. Old Spice “smell like a man, man”)
  24. 24. Actions for Winning 1. Know your digital and social landscape 2. Understand Today Your consumer Future 3. Come up with great ideas that travel 4. Create intentional communication 5. Listen and measure24
  25. 25. 25 Intentional as you can’t control what people do
  26. 26. 26 1. Why do I care? Why do I share?
  27. 27. 27 2. Paid – owned - earned
  28. 28. 28 3. Social by design
  29. 29. Social by design - TipsBe first with social in a campaignBe incredibly authenticBe prepared to interactBe ready for the word of mouseBe ready to earn trust, then sellBe inclusive in your brief29 (e.g. include social insights)
  30. 30. And this environment doesn’t always welcome brandsConsumers don’t want to be bothered by brands...China USA Brazil17 23 19 53 60 52 Total number of brand friends % who do not want to be bothered by companies or organisations in social networks Global Webcast © TNS 2011 30
  31. 31. And this environment doesn’t always welcome brandsConsumers don’t want to be bothered by brands...Poland Germany Russia 21 21 8 51 52 56 Total number of brand friends % who do not want to be bothered by companies or organisations in social networks Global Webcast © TNS 2011 31
  32. 32. The new communication connect engage inspire experience advocacy32
  33. 33. Actions for Winning 1. Know your client/brand 2. Understand Today your digital consumer Future 3. Come up with purposeful ideas 4. Create relevant communication 5. Listen and measure33
  34. 34. 34 Quantity and Quality
  35. 35. 35 Set benchmarks (e.g. % paid – owned – earned)
  36. 36. Listen, measure, acte.g. Coca-Cola NA opened a listening review, searching for a social monitoring agency e.g. ROI, # of friends, fans, likes, re-tweets, mentions, followers, level of engagement36
  37. 37. Marketing must become indisputably socially responsible37 #8 of Marketer’s Constitution (ANA, USA)
  38. 38. Case studies Show and talk videos The Bernhard Glock Media Leadership Company Bernhardglock@Media-LC.com38
  39. 39. To summarize: actions for us 1. Know the digital and social landscape 2. Understand Your consumer 3. Come up with great ideas that travel 4. Create intentional communication 5. Listen and measure39
  40. 40. This requires change40
  41. 41. Change video Change video41
  42. 42. 42 I wish you all the courage to change
  43. 43. Winning in the future In Poland43
  44. 44. Any more winning questions ? The Bernhard Glock Media Leadership Company Bernhardglock@Media-LC.com44

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