Social and Digital Strategy and Innovation - BGSU Sebo Series in Entrepreneurship breakout 2013

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Mike Osswald of digital agency Hanson Inc. (Maumee, Ohio) and Kim Garretson from Ovative/Group (Minneapolis) discussed new digital/social strategies, concepts & ideas that organizations can use today, and prepare for in the near future. The back half of the presentation focuses on cutting edge social applications and platforms, many still in beta in early 2013.

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Social and Digital Strategy and Innovation - BGSU Sebo Series in Entrepreneurship breakout 2013

  1. 1. SOCIAL AND DIGITAL STRATEGY AND INNOVATION
  2. 2. TOPICS• Introduction• Connected Content Strategies• Creating Consumable Content• What’s Next• Q&A2013 Sebo Series in Entrepreneurship
  3. 3. INTRODUCTION2013 Sebo Series in Entrepreneurship
  4. 4. INTRODUCTION• Kim Garretson, Ovative/Group ovative.com• Mike Osswald, Hanson Inc. hansoninc.com2013 Sebo Series in Entrepreneurship
  5. 5. THIS YEAR EVERYTHING IS MATURING Content is consumed everywhere — where it naturally makes sense — but sliced and served differently Data is stored “in the cloud,” and shared on any device, which are nearly always connected at high-speed Mobile, pocket-sized devices augment our real-time experience: accessing information, updating status, communicating while out and about Tablets are our computers for nearly everything (always in our purses and bags), The big screens let us wirelessly share or collaborate with a group of people when we are at home or work2013 Sebo Series in Entrepreneurship
  6. 6. NEW DEVICES… ALWAYS CONNECTED… Most did not exist 2 years ago! 26% of Americans own a Smartphone, tablet and PC “Android Anxiety” – 12 phones in 2012 that all we’re the best when launched2013 Sebo Series in Entrepreneurship
  7. 7. THE CONNECTED MARKETING ECOSYSTEM Experiential Local/Retail Television Print Mobile Customers Out of Home Public Relations Social Engagement Online Channels Product/Service Customer Service eCommerce Development Web Sites Market Research2013 Sebo Series in Entrepreneurship
  8. 8. CONNECTED CONTENT STRATEGY AND EXECUTION2013 Sebo Series in Entrepreneurship
  9. 9. CONTENT STRATEGY• How often do you introduce or offer new products or services?• What do you talk about the rest of the year?• Content fuels everything — your website, PR releases, email, all social activities and specifically with respect to SEO “CONTENT IS THE NEW PRODUCT”2013 Sebo Series in Entrepreneurship
  10. 10. CONTENT STRATEGYManufacturers are theNew Publishers2013 Sebo Series in Entrepreneurship
  11. 11. CONTENT STRATEGYManufacturers are theNew Publishers2013 Sebo Series in Entrepreneurship
  12. 12. CONTENT STRATEGYManufacturers are theNew Publishers2013 Sebo Series in Entrepreneurship
  13. 13. CONTENT STRATEGYManufacturers are theNew Publishers2013 Sebo Series in Entrepreneurship
  14. 14. CONTENT STRATEGYRetailers are theNew Publishers• Curate and package up your content• Provide richer image and video assets• Create brand stores (skinned microsites) with deeper content2013 Sebo Series in Entrepreneurship
  15. 15. CONTENT STRATEGYRetailers are theNew Publishers• Curate and package up your content• Provide richer image and video assets• Create brand stores (skinned microsites) with deeper content2013 Sebo Series in Entrepreneurship
  16. 16. CONTENT STRATEGYRetailers are theNew Publishers• Curate and package up your content• Provide richer image and video assets• Create brand stores (skinned microsites) with deeper content2013 Sebo Series in Entrepreneurship
  17. 17. CONTENT STRATEGYRetailers are theNew Publishers• Curate and package up your content• Provide richer image and video assets• Create brand stores (skinned microsites) with deeper content2013 Sebo Series in Entrepreneurship
  18. 18. MORE CONSUMABLE CONTENT2013 Sebo Series in Entrepreneurship
  19. 19. MORE CONSUMABLE CONTENT Nielsen’s 2012 Social Media Report2013 Sebo Series in Entrepreneurship
  20. 20. “because people hate reading”
  21. 21. MORE CONSUMABLE CONTENT Traffic Referrals to over 200,000 sites Google Organic Direct Facebook Pinterest Yahoo More than Yahoo! StumbleUpon Twitter 0% 6% 12% 18% 25% 31% 37% 43% Nielsen’s 2012 Social Media Report2013 Sebo Series in Entrepreneurship
  22. 22. TUMBLR Twitter Tumblr Blog2013 Sebo Series in Entrepreneurship
  23. 23. TUMBLR2013 Sebo Series in Entrepreneurship
  24. 24. TUMBLR2013 Sebo Series in Entrepreneurship
  25. 25. TUMBLR2013 Sebo Series in Entrepreneurship
  26. 26. TUMBLR2013 Sebo Series in Entrepreneurship
  27. 27. INSTAGRAM • Show off products, employees, events • Customer interactions, marketing campaigns2013 Sebo Series in Entrepreneurship
  28. 28. REACHLI: “VISUAL MARKETING?”2013 Sebo Series in Entrepreneurship
  29. 29. THERE WILL BE MORE2013 Sebo Series in Entrepreneurship
  30. 30. SOCIAL COMMERCE AND CONNECTIONS2013 Sebo Series in Entrepreneurship
  31. 31. BLUEYE2013 Sebo Series in Entrepreneurship
  32. 32. MYLIST2013 Sebo Series in Entrepreneurship
  33. 33. THERE WILL BE MORE2013 Sebo Series in Entrepreneurship
  34. 34. ANALYTICS & RESEARCH2013 Sebo Series in Entrepreneurship
  35. 35. Google Analytics trackingANALYTICS multi-channel activities • Consumers use multiple devices • The world is mobile • Cross-channel measurement is essential2013 Sebo Series in Entrepreneurship
  36. 36. MARKET RESEARCH Market Research Gathers Social Data With Virtual Reality Shopping and Tracking Shoppers’ Social Use via Location2013 Sebo Series in Entrepreneurship
  37. 37. Leveraging Social inBIG (SOCIAL) DATA Data-Driven Marketing Mix Optimization2013 Sebo Series in Entrepreneurship
  38. 38. WHAT’S NEXT?2013 Sebo Series in Entrepreneurship
  39. 39. Geo-social private cohort marketing:EVERYSCREEN “Birds of a feather flock together” Desktop-to-mobile. Expanding 25% of mobile users from desktop, expanded via geo-social. Neighborhood: Mobile + Social. “Birds of a feather flock together” Hyper-local at scale. Targeting frequency of being nearby, including walking by locations2013 Sebo Series in Entrepreneurship
  40. 40. NFC replacing QR Codes forKOVIO social engagement in-store & at home2013 Sebo Series in Entrepreneurship
  41. 41. In-location TechnologiesSHOPPERCEPTION Connect Users to Social2013 Sebo Series in Entrepreneurship
  42. 42. In-location TechnologiesBYTELIGHT Connect Users to Social2013 Sebo Series in Entrepreneurship
  43. 43. Writing Social Media Content BecomesLINGUASTAT Automated, Without Humans2013 Sebo Series in Entrepreneurship
  44. 44. LET’S TALK – Q&A kim.garretson@ovative.com @KimGarretson @mobial mike.osswald@hansoninc.combit.ly/HansonGPlus @HansonInc facebook.com/wearehanson

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