Interactive Marketing101 Cl2009 En

Interactive
Marketing 101
Oct. 2009

Mauricio Olguin Olguin
Mauricio
Interactive Director. Wunderman Chile Chile
Interactive Director. Wunderman

Agenda
1.  Introducing Interactive Marketing
2.  The Facts
3.  The Power of Three
3.1 Digital Trends
3.2 Cases
3.3 Opportunities and Challenges

Mauricio Olguin
Interactive Director. Wunderman Chile

1.
Introducing
Interactive
Marketing

Mauricio Olguin

“I skate to where the
Puck is going to be,
Not where it has been.”

Wayne Gretzky

Mauricio Olguin
Interactive Director. Wunderman Chile 4

The changing landscape

We are living through a paradigm shift in marketing and advertising
stimulated by the technology
Mauricio Olguin

Mauricio Olguin

CRM
Customers
Really
Manage
Mauricio Olguin Slide 7
Interactive Director. Wunderman Chile 9 enero 2009

Consumers are in control

We must engage with
consumers as
participants and not
just as prospects

Mauricio Olguin

Ideas for digital marketing are
fundamentally different

Ideas need to be
designed for
participation and not
as in the traditional
model for
broadcasting

Mauricio Olguin

So we conceive our ideas as the start
and not the end of the conversations

Interactive Director. Wunderman Chile October, 2009

We find the catalyst that sparks
the conversations


Content is consumed, shared
and reshaped across media

Mauricio Olguin

The right conversations change
everything


2.
The facts

Mauricio Olguin

Population,
Connectivity,
Usage,
Spending,
Trending

Mauricio Olguin

Latin America Internet General
Profile

  570 million residents, 170
million people using the
Internet
  865% is the growth for the
region’s online consumers,
since 2000 to 2009

Mauricio Olguin

Internet Usage and Population
Statistics LTA 2009
Country Population Internet Usage, Latest % Population User Growth (2000-2009) % Users in Table.
( 2009 Est. ) date (Penetration)

Argentina 40,913,584 20,000,000 48.9 % 700.0 % 11.6 %
Bolivia 9,775,246 1,000,000 10.2 % 733.3 % 0.6 %

Brazil 198,739,269 67,510,400 34.0 % 1,250.2 % 39.3 %
Chile 16,601,707 8,368,719 50.4 % 376.2 % 4.9 %
Colombia 43,677,372 18,234,822 41.7 % 1,976.9 % 10.6 %
Costa rica 4,253,877 1,500,000 35.3 % 500.0 % 0.9 %

Cuba 11,451,652 1,450,000 12.7 % 2,316.7 % 0.8 %
Dominican Republic 9,650,054 3,000,000 31.1 % 5,354.5 % 1.7 %

Ecuador 14,573,101 1,634,828 11.2 % 808.2 % 1.0 %
El Salvador 7,185,21 763,00 10.6 % 1,807.5 % 0.4 %
Guatemala 13,276,517 1,320,000 9.9 % 1,930.8 % 0.8 %

Honduras 7,833,696 658,500 8.4 % 1.546.3 % 0.4 %
Mexico 111,211,789 27,400,000 24.6 % 910.2 % 15.9 %
Nicaragua 5,891,199 155,000 2.6 % 210.0 % 0.1 %

Panama 3,360,474 778,800 23.2 % 1,630.7 % 0.5 %
Paraguay 6,995,655 530,300 7.6 % 2,551.5 % 0.3 %

Peru 29,546,963 7,636,400 25.8 % 205.5 % 0.6 %
Puerto Rico 3,966,213 1,000,000 25.2 % 400.0 % 0.6 %
Uruguay 3,494,382 1,340,000 38.3 % 262.2 % 0.8 %

Venezuela 26,814,843 7,552,570 28.2 % 695.0 % 4.4 %
Interactive Director. Wunderman Chile 569,212,811
TOTAL October, 2009
171,833,339 30.2 % 865.7 % 100.0 %

LTA MM Internet Users


Where is the online users in LTA?
Behavioral
–  Heavy users of e-mail, instant
message services,
comunities, general website
navigation;

Participation
–  YouTube, Wikipedia, Fotolog/
Flickr, Blogs, buzz marketing
activities, WOM;

Social networks
–  Facebook, twitter, Orkut,
LinkedIn.
Mauricio Olguin

Broadband Adoption
  Fast adoption of broadband
connections will increase
even more the full experience
of rich internet applications
and web2.0
  Region currently experience
growth rates much higher
than most regions
  Broadband penetration
should achieve 20-25% in 2010

Mauricio Olguin

Argentina   Population: 40,913,584
  Internet users: 20,000,000
  % Penetration: 48.9 %
  Growth rate (2000-2009): 700.0 %

Mauricio Olguin

Brasil   Population: 198,739,269
  Growth rate (2000-2009): 1,250.2 %

Mauricio Olguin

Chile   Population: 16,601,707
  Growth rate (2000-2009): 376.2 %

Mauricio Olguin

Colombia   Population: 43,677,372
  Growth rate (2000-2009):
1,976.9 %

Mauricio Olguin

Mexico   Population: 111,211,789
  Growth rate (2000-2009):
910.2 %

Mauricio Olguin

Venezuela   Population: 26,814,843
  Growth rate (2000-2009):
695.0 %

Mauricio Olguin

e-Commerce

  e-commerce is still in early stages when
compared to NAM or Europe, but is presenting a
steadily and considerable growth over the years.
Electronics is the sixth largest category online, with
between 11 to 19% of total online sales.

Mauricio Olguin

Rooted in the way the web
empowers people

Amazon and Dell and ebay have changed the way
people shop by changing how products are defined,
recommended, and sold – by the people doing the
buying themselves

Mauricio Olguin

3.
The power of three
3.1 Digital trends
3.3 Cases
3.3 Opportunities and challenges

Mauricio Olguin

3.1
Digital trends

Mauricio Olguin

Social Media Trend
Social media is a conversations.
Content, recommendations, ratings and public
statements created by people using accessible
publishing technologies.

Mauricio Olguin

Listen, learn and change

Consumers are demanding
that agencies and their
clients listen,free andand
People are learn are demanding their voices be heard.
change

We have changed – we have taken
control

Mauricio Olguin

People trust people
2001 Diffusion studies found that WOM is 10x more effective than
media advertising
2006 61% trust other people like themselves (as media) -
Edelman Trust Barometer, 2006

A person like yourself or a peer

Mauricio Olguin

Digital marketing and
community

Its is all about the audience.
Playing in the digital landscape

Using promotions that give consumers something to talk and that
are relevant to our consumers lives

We will tell brand stories that encourage Word of Mouth (WOM)
and positive brand experiences

Mauricio Olguin

Social democrat media
Blogs vs Mainstream
news media.

CC Chapman
Blogger

In which some of the work we did started rivalling
with traditional media programmes, even though
no traditional media executive would have given
this work the light of day
Every Citizen is a Reporter

Mauricio Olguin

“76%
of consumers don’t believe
that companies tell the
truth in advertisements”

—Yankelowich

Source: Alain Thys: http://blog.futurelab.net

Mauricio Olguin

media
conversations start with people

Mauricio Olguin

We are social media
Mauricio Olguin

800 million People Use Social Media
Source: Jan. 2008 Strategy Analytics

Mauricio Olguin

This is a old idea, Some people are
passionate about their interests

Mauricio Olguin

Passionate people can influence many

Telephone & Mail facilitated Tupperware
Parties
We have always shared what we are
Mauricio Olguin passionate about

But now, Social software tools are
amplifying
our messages, creations and
passions

Mauricio Olguin

The Red Hat Ladies is an organization of
women who meet for tea wearing red
hats and purple dresses.

Red Hat Society: they share stories and passions
Mauricio Olguin Slide 43 | 20/4/10

they use the
Web to recruit
and stay
connected

1.5 million
members

50+ women are using:
YouTube + Email + Flickr to
organize a global movement

Mauricio Olguin

853,000 videos
on the Web

4,330,000 images
on the Web

It’s not just for kids

Mauricio Olguin

The red hat ladies have spread around the world,
showing up in local cultures and places you never
would have expected.

Social software helps them connect with other women across the globe.
Mauricio Olguin

Using social software,
we network for information,
entertainment and freedom

Mauricio Olguin

How are we using social
software? (Tribs)

Mauricio Olguin

What we can do?

Create, Inspire, Facilitate
Conversations

Mauricio Olguin

We are using GPS to network

Mauricio Olguin

Technology facilitates global connections
Between pc networks,
social people networks
and soon things networks

Technology breaks down the
boundaries.
Today technology facilitates
global connections

Mauricio Olguin

Marketing to consumers
  Consumers are who we work, create and think for…
  Consumers are fragmented, into niche audiences with
passions and lives
  As creative marketers we should looking to play in the
consumers life
  As creators we want our stories to influence human behavior
  Consumers want a say in how we create
  Consumers want us to tell a story that makes their
conversations more interesting

  Consumer truths
–  Make it something I really care about
–  Make it fun, credible and memorable
–  Make it something I can easily tell others
–  Be true, so I don’t like to look like a liar

Mauricio Olguin

Create conversations.
Experiences Don’t create digital tactics - create conversations

D. Armano
Mauricio Olguin

Digital media. How do they
work?

  The Presentation Layer

  The Business Logic

  The Data Layer

Mauricio Olguin Page 54

The digital medium
1.  Integrated interactive media channels
•  Corporate website
•  Microsite
•  Email
•  Mobile
•  Online Media
•  On Demand
2.  Immediate Results
•  User Clicks
•  User Registrations
•  Traffic
•  Optimization
•  All = Engagement measurement factors
3.  Optimization of sites and Online Media campaigns
•  Just because we launch it does not mean our job is done - WE’VE ONLY JUST
BEGUN
•  The internet is a live and interactive medium where the consumer expects
and often demands fresh and innovative content and experiences

Mauricio Olguin

More Digital Trends
1.  Web 2.0
–  Rapid growth and maturation of Web 2.0 incorporating:
Community, Viral, User Generated Content, and messaging
–  Explosion of video content online and microbloging
2.  Mobile moves closer to being a lifestyle enhancer
–  Mobile as a brand extension
–  Mobile how services plataform (maps, share, backup)
–  Impact of Web 2.0 on mobile
3.  Online Search gets personal and more relevant
–  Maps drive geographic content
–  Local Content Explodes
–  Impact of Web 2.0 and mobile on search
4. IPTV

Mauricio Olguin

1) Web 2.0?

Mauricio Olguin

3 key elements of Interactive
media

Mauricio Olguin

Creating and supporting
communities

Classmates.com supports more than 40 million
Facebook supports 2500 Colleges and 22,000 High
members across more than 200,000 schools. It has
Schools and has added more than 1000 Companies. It
recently expanded it’s offerings to its members to
just opened its doors to the general public in an attempt
include dating services
to compete with the newer communities.

Mauricio Olguin

People taking control of
defining content

del.icio.us lets people make and share lists of websites
and then use their own one-word “tags” to define those
flickr uses tags to help people find photos….
websites and also lets other people their own photos
flickr lets people upload and share search on those
Acquired by Yahoo 2005
tags…
Acquired by Yahoo in 12/05

Mauricio Olguin

Wikipedia: The Most Used Online
Reference

AstraZeneca and than 31 million monthly readers
Wikipedia’s more key products such as Casodex, not
Arimidex, Crestor, Nexium, information but write, edit,
only rely on the website for and Toprol are defined here
and referenced and tag millions of too
review, validate,by tens ofthe articles readers a month

Mauricio Olguin

Empowering personal content
creation

Blogger is the #1 blog network online with more than 20
YouTube owns more than 40 percent of the video-
million visitors per month – of whom 19% are 45+ and
sharing market, with over 60,000 new videos posted
14% are 55+ and 82% of whom have a HHI of more than
daily. The site boasts more than 16 million viewers per
39k
month and serves more than 100 million videos a day

Mauricio Olguin

2) Mobile enhanced
  Better overall:
•  More capable handsets with more features that are easier to use
•  Better networks with more reliability and faster connection speeds
•  Customized content and interactive offerings designed for mobile
users
  Functionality where you want it and need it:
•  Get what you want easier with your phone’s help
•  Navigate, search, find in simpler and more powerful ways
•  More local and more on-demand
  Targeted packages designed to fit your lifestyle and needs
•  From brands you trust
•  Unique combinations of content and features in a brand/lifestyle
wrapper

Mauricio Olguin

Brands entering the mobile
market
From a brand you trust

Special features and
functionality for parents

Mauricio Olguin

Mobile Advertising (US)
  E-Marketer studies (US) show 800% growth in investments in
Mobile Advertising between 2006 and 2011.

  Promotions based on SMS and distribution of wallpapers
and ringtones are still the most common formats of mobile
actions. Bluetooth Marketing and voting are starting to be
used as well.
Mauricio Olguin

Services emerging as capabilities
mature

As mobile devices have matured and as access has
become more convenient – new services have
emerged.

Mauricio Olguin

Integration driven by behavior &
user needs

Finding directions has morphed into finding
opportunities with the advent of advanced local search
capabilities combined with the GPS capabilities of even
basic phones

Mauricio Olguin

Mobile Enhanced
  Implications
•  Mobile is growing as a connecting device that enriches a user’s
life by access to relevant information on-demand at their
moment of need
  Opportunities
•  More than a reminder device – this is now a relationship
management tool that should be integrated into every program
•  Mobile penetration very high in the US market but use of data
features and services still looking for “killer app”
•  Usage of mobile as another touch-point in a seamless RM
program
  Challenges
•  Creating logical and desired “uses” for mobile interaction
•  Even though mobile video creates ad friendly environment –
lower penetration in US than other markets

Mauricio Olguin

3) Search Evolution
  More Local:
•  Data mining capabilities and technologies are enabling new
relationships to emerge to add depth and relevance to search
•  Huge explosion in content and advertising for the search portals
  More Geo-Targeted:
•  Local means where you live and work and even where you are
now
•  Navigate, search, find in simpler and more powerful ways with
advanced map display technology that blends satellite imagery
with graphics
  Focus on relevance driving innovation:
•  The notion that finding information is easy but finding the valuable
information is hard is driving innovation

Mauricio Olguin

Growth and opportunity

The search engines have found new gold in an
explosion of revenue from local search advertising as
companies and organizations market to local
audiences.

Notice how packed this is with Web 2.0 functionality.
Yahoo users can search for doctors by the ratings of
other users – and can see other user’s comments and
recommendations – this is a sea-change moment in
Healthcare

Mauricio Olguin

Real-world connections with
services

Geo-targeting has matured to a standard offering –
another way of parsing a search result or finding a more
relevant result. Driven by maturing technology and
mobile usage.

Mauricio Olguin

Search Evolution
  Implications
•  User ratings will continue to grow in usage until they cover every
category – what we saw in commerce yesterday, what we see in
local today, will be ubiquitous tomorrow
•  The power of answers can’t be overstated
  Opportunities
•  Be prepared to define yourself, your brands, your products, your
services, your partners, your markets – EVERYTHING
•  Consumer insight can enable development of answers – driving
message effectiveness in a world of questions
  Challenges
•  Managing the continuous and empowered scrutiny and
feedback of your consumers in the marketplace in real-time
•  Developing and delivering answers

Mauricio Olguin

3.2
Cases

Mauricio Olguin

Nokia: One of the
most transparent
marketers in the
world

Mauricio Olguin

Ford: Puts the
product in the
hands of social
media practitioners

Mauricio Olguin

Jeep
Share The Experience

Jeep Listens and Features
Brand evangelists.
  Has added a “Share with Jeep”
Function to the top navigation
bar
  The “Share” home page
facilitates Jeep (brand)-oriented
ways to serve up information
  Offers links to user-generated
“communities”
  Rewards content creators by
featuring their content on the
Jeep site.

http://www.jeep.com/en/
experience/community/
urban_ranger/#

Mauricio Olguin

Pepsi
Social Gaming

Rock Band

Partnered with MTV,
Pepsi uses people’s
desire for notoriety for
their mad Rock Band
skills to inspire people to
create content for the
brand.

Mauricio Olguin

BurgerKing into
social networks

to inspire people to create
meta content.
La aplicación sacrifica a 10
amigos en Facebook por
un Wopper que se
descargaba desde el sitio
whoppersacrifice.com que
se incorpora a tu perfil.

82.771 personas
sacrificaron a233.906
amigos por un Whopper

Mauricio Olguin

Nike Plus
social app

to inspire people to create
meta content.

Los corredores pueden
motivarse marcando
metas, retando a otros
usuarios a carreras virtuales
o a alcanzar determinados
objetivos, poniéndose en
contacto con sus amigos
el sitio.

+160 millones de kilómetros
+de 900.000 retos
+1,7 millones de objetivos
+140.000 programas de
entrenamiento en todo el
mundoVer
Mauricio Olguin

Nescafe.cl
Brand social network

Conecting People into a
comunity of sharing
experience. Tips and events of
“volver a tomar lo mejor de la
vida”

170.000 Members. Grow 70%
only in 2H2009
+ 70.000 User activities
+ 30.000 tips and events upload
by users
+ 60.000 coments by users
+ 30.000 Friends
+ 100.000 uniques visitors by
moth
+ de 1,8 MM of pages views
Full engagement!

Creamos valor no sólo de la
distribución primaria de la marca,
sino también del contenido
adicional resultante de las
interacciones de los usuarios al
compartir, participar, y propagar
Mauricio Olguin contenido

3.3
Opportunities &
Challenges
Next 3 years

Mauricio Olguin

Mobil oportunities

Mobil broadband 3G

Mobil data and services

Mobile mixing broadcast,
interactive, retail and payment
system in one device

Mobil + GPS+ Maps+ Navigation

Mauricio Olguin

Data flows

Understand the triggers of
behaviour

Create new opportunities
to connect with consumers

Behavior targeting
Social Monitoring

Mauricio Olguin

thank you ;o)
@molguinm
molguinm

Mauricio Olguin

?
@molguinm
molguinm

Mauricio Olguin

Sources

Wunderman Univertity.
Kevin Kelly. Ted.com
Joanna Peña-Bickley. Wunderman
Internet World Stats
Daniel Armano
Forrester research
Emarketer
Jesse James Garrett

@molguinm
molguinm
Mauricio Olguin

Interactive Marketing101 Cl2009 En

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