Technology and politics digital marketing v5

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The Digital Citizen

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  • Technology and politics digital marketing v5

    1. 1. The Digital Citizen From monologue to dialogue Martin Walsh Group Manager Digital Marketing Microsoft Australia
    2. 2. Consumer Behavior in Australia has changed…
    3. 3. Starting in 1995 people became interested in online content…..
    4. 4. 13 Years of Online Content Growth! 0 1,750 3,500 5,250 7,000 1995 1998 2002 2008 # display impressions across the web (millions)
    5. 5. But a few years ago…..
    6. 6. …people started to become more interested in each other…..
    7. 7. Social media sites are mushrooming
    8. 8. Social Media’s Growing Importance General Internet Social Media Sites 0% 20% 40% 60% 80% 100% April 2005 October 2008 Total minutes consumed by Top 100 websites *On Demand Media explodes; ComScore Networks and Piper Jaffray & Co.
    9. 9. The conversations are powered by: • Blogs • Micro blogs • Online chat • RSS • Widgets • Social Networks • Social Bookmarks • Message boards • Forums • Podcasts • Video sharing sites • Photo sharing sites • Virtual worlds • Wikis (…just to name a few)
    10. 10. The world has also shifted from Passive consumption to Active participation
    11. 11. More than 4,000,000 articles
    12. 12. > 100,000,000 videos 88% is new and original content 65,000 new videos / day
    13. 13. 200,000,000 blogs
    14. 14. THIS FUTURE IS TODAY, NOT TOMORROW…
    15. 15. By 2010, Millennials / Gen Y-ers will outnumber Baby Boomers.
    16. 16. They are today’s “digital natives.”
    17. 17. MILLENIALS SPEND > 16 HOURS / WEEK ONLINE.
    18. 18. 96% OF THEM HAVE JOINED A SOCIAL NETWORK.
    19. 19. They have an average of 53 online friends.
    20. 20. AND THEY NO LONGER CARE ABOUT ADVERTISING. THEY CARE ABOUT WHAT THEIR FRIENDS AND PEERS THINK.
    21. 21. THIS IS NOT A FAD. IT’S A FUNDAMENTAL SHIFT IN THE WAY WE COMMUNICATE.
    22. 22. The old communication model was a monologue
    23. 23. The average person is exposed to 3,000 advertising messages / day.
    24. 24. 90%of people who can skip TV ads, do.
    25. 25. People have become less interested in the ads 0% 10% 20% 30% 40% 1995 1998 2002 2008 Click-through rates on display ads
    26. 26. ONLY 14% OF PEOPLE TRUST ADVERTISEMENTS.
    27. 27. BUT60% OF AUSTRALIANS TRUST THE RECOMMENDATIONS OF OTHER AUSTRALIANS. NIELSEN ONLINE CONSUMER GENERATED MEDIA REPORT JAN, 2008
    28. 28. 14% vs. 60% hmm….
    29. 29. We have seen the rise of information democracy From information asymmetry... • Information was scarce • Customers were ill-informed • Exchanges were monologues • Marketing was “command-and-control” … To information democracy • Information is ubiquitous • Customers are well-informed • Exchanges are conversations • Marketing is “connect-and-collaborate”
    30. 30. The new communication model is a dialogue
    31. 31. Which means it’s…. TRANSPARENT INCLUSIVE AUTHENTIC VIBRANT CUSTOMER-DRIVEN
    32. 32. And it’s NOT…. CONTROLLED ORGANISED EXCLUSIVE PRODUCT-DRIVEN “ON MESSAGE”
    33. 33. “Content is the new democracy and we the people, are ensuring that our voices are heard.” Brian Solis, “The Social Media Manifesto.”
    34. 34. Translation: THE TRAIN IS LEAVING THE STATION. WITH OR WITHOUT YOU.
    35. 35. HOW DO I GET ON THE TRAIN ?
    36. 36. “It’s about conversations, and the best communicators start as the best listeners.” Brian Solis, Social Media Manifesto
    37. 37. A. Listen.
    38. 38. Immerse yourself in the conversations. (any or all of the above are a good place to start!)
    39. 39. Listening tools Proprietary Software • Tru Cast • Radian 6 • Seer • Nielsen Buzz Metrics • Buzz Logic • Narrative Network • Biz360 • Factiva • Cymfony Free to Market Software • Technorati • Alexa • Nielsen Blog Pulse • Tube Mogul • Twittermeter • YouTube Insight • Compete • Many others
    40. 40. Listening - Social Media Monitoring
    41. 41. Remember, messages are not conversations.
    42. 42. B. Participate.
    43. 43. IT’S A DIALOGUE, NOT A MONOLOGUE. “I absolutely ADORE the food at that restaurant.” “Me too! And isn’t the hostess stunning as well?”
    44. 44. C. Relinquish control.
    45. 45. REPEAT AFTER ME: “THE GOAL IS NOT TO CONTROL THE CONVERSATION.”
    46. 46. THE GOAL IS TO: ENABLE INSPIRE INFLUENCE &……
    47. 47. D. Engage!
    48. 48. But develop your strategy and engagement rules first…
    49. 49. The Australian digital landscape….
    50. 50. A digital world Universal McCann Social Media Tracker Wave 3 – Mar 2008
    51. 51. Online activity nielsen online – Consumer Generated Media Report Jan 2008 What are they doing? 93% research products / services / people 55% visit message board / forum 38% post to message board / forum 48% read a blog 55% rate something / someone 59% send / share a link
    52. 52. Trends Mobile is bridging the Digital Divide • 5 billion mobile phone users by 2015. *Nokia report • 50% of global mobile phone subscribers will go online with their mobile by 2011. *Informa Telecom • Mobile will be at the centre of Social Networking and a key driver for User Generated Content. • Mobile technology, network and devices are being designed for new uses rather than voice. • In many countries like India and Japan, a persons first connection to the Internet is via their mobile!
    53. 53. Mobile content and services What are they doing? 41% of Australians access the internet from their mobile There is 102% mobile phone penetration in Australia 35% play games on their mobile 22% watch live TV on their mobile There is an entire generation growing up with their mobile being their first connection to the Internet
    54. 54. Social Media Activities Universal McCann Social Media Tracker Wave 3 – Mar 2008 Sep 2006 June 2007 Mar 2008
    55. 55. Social Media Activities Universal McCann Social Media Tracker Wave 3 – Mar 2008 Sep 2006 June 2007 Mar 2008
    56. 56. Social Media Activities Universal McCann Social Media Tracker Wave 3 – Mar 2008
    57. 57. Social Media Activities Universal McCann Social Media Tracker Wave 3 – Mar 2008
    58. 58. Social Media Activities Universal McCann Social Media Tracker Wave 3 – Mar 2008
    59. 59. Social Media Activities Universal McCann Social Media Tracker Wave 3 – Mar 2008 Sep 2006 June 2007 Mar 2008
    60. 60. Social Media Activities Universal McCann Social Media Tracker Wave 3 – Mar 2008 Sep 2006 June 2007 Mar 2008
    61. 61. Social Media Activities Universal McCann Social Media Tracker Wave 3 – Mar 2008
    62. 62. Formula for Obama’s Electoral Victory Obama vs. McCain 2x Web site traffic 4x YouTube viewers 5x Facebook friends 10x Online staff 365 Electoral Votes 66.8 million popular votes
    63. 63. Obama by the numbers Email • 13 million people on the e-mail list • Who received 7,000 variations of more than 1 billion e-mails Donors • 3 million online donors • Who contributed 6.5 million times Social Networks • 5 million "friends" on more than 15 social networking sites • 3 million friends on Facebook alone Web site • 8.5 million monthly visitors to MyBarackObama.com (at peak) • 2 million profiles with 400,000 blog posts • 35,000 volunteer groups that held 200,000 offline events • 70,000 fundraising hubs that raised $30 million Video • Nearly 2,000 official YouTube videos • Watched more than 80 million times, with 135,000 subscribers • 442,000 user-generated videos on YouTube Mobile • 3 million people signed up for the text messaging program • Each received 5 to 20 messages per month Phone calls • 3 million personal phone calls placed in the last four days of the campaign
    64. 64. Lessons from Obama’s Social Media Campaign Choose the right team Laddering support through tiers of engagement Empowering super users Provide source materials for user- generated content Go where the people are Use tools people are familiar with Ensure people can find your content Mobilise supporters through mobile devices Harness analytics to constantly improve engagement activities Build the online operation to scale
    65. 65. 1. Markets are conversations 2. Talk is cheap 3. Silence is fatal “The Cluetrain Manifesto.” In Conclusion
    66. 66. © 2008 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION. Thank you! mwalsh@microsoft.com

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