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Digitalmediachannels_digitalworkshop_14sep10

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trends and case studies for digital workshop covering:

Search
Social Media
Online Video
Gaming
Mobile

Published in: Business
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Digitalmediachannels_digitalworkshop_14sep10

  1. 1. Destination Marketing<br />Digital Workshop<br />8 September 2010<br />Singapore Tourism Board<br />
  2. 2. Digital Media Channels<br />Search<br />Social Media<br />Mobile<br />Gaming<br />Online Video<br />
  3. 3. Search<br />
  4. 4.
  5. 5. Searching for ‘whatever, whenever’ is now the global norm<br />
  6. 6. Google Voice<br />
  7. 7. Google Goggles<br />
  8. 8. Yahoo: Handwriting Search<br />
  9. 9. Up until recently the expected search output has been links to documents and websites<br />Social and video content results (output) offer new opportunities for brand to create visibility<br />
  10. 10. YouTube: Video Search<br />2nd largest search engine<br />
  11. 11. Facebook: Social Search<br />620m searches/mth<br />
  12. 12. Twitter: Real-time Search<br />Search queries per month<br />Google: 88 billion<br />(Twitter: 19 billion)<br />Yahoo: 9.4 billion<br />Bing: 4.1 billion<br />
  13. 13. YouTube Live: Real-Time streaming<br />
  14. 14. Definition of Search has evolved<br />From ‘traditional’ inputs and search results<br />To a wide variety of input methods <br />And huge spectrum of output<br />Capture intent (purchase pathway)<br />Deliver based on context & relevancy<br />
  15. 15. Spezify: Social Search<br />
  16. 16. Twines: Semantic Search<br />
  17. 17. Wolfram Alpha: Computational Search<br />
  18. 18. Global Market Share<br />
  19. 19. Implications<br />Capture intent (purchase pathway)<br />Deliver based on context & relevancy<br />Need to meet them at the point of intent<br />
  20. 20. Converse Domaination<br />http://vimeo.com/8254341<br />
  21. 21. They zoned in on what is most relevant with their audience (beyond their brand)<br />They created experiences/products that directly met those needs<br />They continued a highly relevant brand engagement (embedding brand in relevance)<br />Lessons<br />
  22. 22. How are we currently relevant to our audience when they are searching for information?<br /> - Who are they?<br /> - What are they doing and where?<br /> - thinking of travelling<br /> - when planning<br />Questions<br />
  23. 23. Social Media<br />
  24. 24.
  25. 25.
  26. 26. Old Spice<br />http://www.youtube.com/watch?v=e66XKxT8yDY<br />
  27. 27. Branding exercise built on great agency-client relationship<br />Huge initial momentum generated by fantastic, traditional ad content and big traditional media spend<br />Continuing the momentum with more ad content<br />Fan interaction and even more content<br />Generates huge search visibility and interest<br />Then shut it down after 3 days<br />Lessons<br />
  28. 28. Dissection<br />
  29. 29. What would you do with this fan base now?<br />How would you continue the engagement and keep buying the product?<br />What if they all started losing interest in the brand?<br />How would you make the most out of their inputs?<br />Question:<br />
  30. 30. Best Buy: Maintaining a community<br />http://www.youtube.com/watch?v=-rTzIAWI4Ms<br />(-2.50)<br />
  31. 31. Dissection<br />Hundreds of employees on twitter, informal policy<br />Transparency and trust<br />Differentiation: Highlight experience stories<br />“Dream Support”<br />Gleaning information from customers<br />
  32. 32. Online Video<br />
  33. 33. The growth of online video<br />
  34. 34. 2ndlargest search engine in the world<br />3rdmost popular website in the world<br />2,000,000,000 views a day<br />24 hrs of video uploaded every min<br />
  35. 35. Why?<br />Content Providers<br />Consumer<br />Technology<br />
  36. 36. Content Providers<br />
  37. 37. Technology: Convergence Phase 1<br />Set-top boxes, game consoles<br />
  38. 38. Technology: Convergence Phase 2<br />Internet-connected TVs<br />
  39. 39. Technology: Demand<br />570%<br />
  40. 40. Consumer<br />
  41. 41. Consumer<br />50%<br />
  42. 42. Implications<br />If people can choose what and when they want to watch<br />brand owners need to demonstrate much more sensitivity when approaching these platforms<br />How do advertisers insert themselves while not being seen as intrusive?<br />
  43. 43. Break.com<br />
  44. 44. Break.com<br /><ul><li>Well-defined demographic target (18-34yo men)
  45. 45. Branded websites that cater to niches within the target demo
  46. 46. Expertise in producing, licensing and distributing content
  47. 47. Leverage this content expertise with its ad network muscle
  48. 48. Reach of 100 million men worldwide a month
  49. 49. fifth-largest video advertising network in the U.S
  50. 50. 38th-largest web property in the U.S</li></li></ul><li>Break.com<br />“We’ve created a vertically integrated machine that’s self-sufficient in the sense that we can produce content, monetize it and distribute it”<br />—Keith Richman, CEO, Break Media<br />
  51. 51. Break.com<br />
  52. 52. Break.com<br />http://www.break.com/longtail-content/axe-naughty-to-nice.html<br />http://info.break.com/static/live/v1/pages/sponsors/axe-cyb/axe-cyb.html<br />http://www.youtube.com/watch?v=-hrYx57939s<br />
  53. 53. Lessons<br />2,900,000 views from 2 websites (break and youtube)<br />Fantastic understanding of target audience built up over time (3 years)<br />Leverage on brands benefit to this audience (humor/relationships with girls)<br />Fine balance between production and distribution (before assessing the feasibility and desired response of a campaign)<br />Brand engagement becomes natural extension of recreational browsing behaviour<br />
  54. 54. Questions<br />What kind of videos can we create for our audience?<br />How do we ensure that they remain relevant?<br />
  55. 55. Break.com<br />http://www.battleofthecheetos.com/<br />
  56. 56. Gaming<br />
  57. 57. Evolution of games<br />
  58. 58. Evolution of games<br />
  59. 59. Types of games<br />
  60. 60. Social Gaming<br />
  61. 61. Future of Gaming<br />
  62. 62. Future of Gaming<br />
  63. 63. Future of Gaming<br />http://g4tv.com/videos/44277/DICE-2010-Design-Outside-the-Box-Presentation/<br />Games creeping into reality (17.29-23.00) <br />(26.15)<br />
  64. 64. Lessons<br /><ul><li>We are only at the beginning of how brands, technology and consumers are coming together, adjusting then coming closer
  65. 65. Gaming beyond entertainment but as a long term retention/loyalty/rewards program</li></ul>Social Gaming<br />
  66. 66. Mobile<br />
  67. 67. Mobile<br />http://www.howcast.com/videos/386406-How-To-Unlock-Your-World-With-Foursquare<br />
  68. 68. Mobile<br />http://www.youtube.com/watch?v=ZfX_ZQag1BM<br />
  69. 69. Mobile<br />http://www.youtube.com/watch?v=FScddkTMlTc<br />(1.40)<br />
  70. 70. Questions<br />What kind of experience are we aiming to communicate/build for visitors?<br />What role do we have in enhancing their experience of Singapore using their mobile?<br />
  71. 71. Relevance and benefit<br />Digital Media Channels<br />Social as a process<br />As part of campaign strat<br />Building the relationship for future<br />Search<br />Social Media<br />Mobile<br />Understanding of audience<br />Production/<br />Distribution<br />Game design<br />Retention Strategies<br />Gaming<br />Online Video<br />

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