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The 6 Trends in Digital Communication You Must Be Aware Off
The document outlines six key trends in digital communication for 2011, emphasizing the importance of engaging consumers rather than merely reaching them. It highlights misconceptions about online marketing, such as the ineffectiveness of traditional metrics, the necessity for interesting content to drive engagement, and the impact of senior internet users. Lastly, it stresses the need for real-time communication and proper management of brand reputation on social media.
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The 6 Trends in Digital Communication You Must Be Aware Off
- 1. Consumers Engagement Marketing 2011Global Trends in Digital Communication The 6 trends you must be aware off Engaging Consumers with Brands
- 2. Introduction: 5 wrongideas about Internet Communication 1) If you advertise on the Internet, will it generate buzz? In 99,99% of case no because Buzz is unpredictable! Online Buzz = Great creative idea + highly engaged consumers + media budget to support your marketing campaign. Engaging Consumers with Brands
- 3. Introduction: 5 wrongideas about Internet Communication 2) Will customers who like your brand be active on your official Facebook / Vkontakte brand page? No, they will not be naturally active. It is your customers that are waiting something from you, not the opposite. Clients who like your brand will be active only if you offer them interesting content, propose them interaction and invite them to have conversations. Engaging Consumers with Brands
- 4. Introduction: 5 wrongideas about Internet Communication 3) Is it better not to do anything if you are afraid to fail? No, your customers are not waiting for you to discuss your brand online. Failure is anyway part of the process that will brings you to defining your successful model. Engaging Consumers with Brands
- 5. Introduction: 5 wrongideas about Internet Communication 4) Does a high CTR or a low CPC mean the success of your online campaign? No. CTR, CPC, … are just metrics! Success depends only of your strategic objectives (Push sales, increase loyalty, improve online visibility, collect users data, …). Engaging Consumers with Brands
- 6. Introduction: 5 wrongideas about Internet Communication 5) Are you in control of your brand’s online reputation? No, you have no possibilities to control what is published online! Online users’ recommendations & critics are visible in search engines, highly credible and long lasting. React to critics with arguments an don’t try to cheat! Engaging Consumers with Brands
- 7. “ We haveno ideas what the Internet landscape will be like within 5 years.”Mark Zuckerberg, CEO of Facebook Engaging Consumers with Brands
- 8. 6 Global Trendsin Digital Communication Engaging Consumers with Brands
- 9. 6 Global Trendsin Digital Communication Trend #1. Information overload. The more content is published online… 152 million – The number of blogs on the Internet (as tracked by BlogPulse). 25 billion – Number of sent tweets on Twitter in 2010 100 million – New accounts added on Twitter in 2010 175 million – People on Twitter as of September 2010 600 million – People on Facebook at the end of 2010. 250 million – New people on Facebook in 2010. 30 billion – Pieces of content (links, notes, photos, etc.) shared on Facebook per month. 20 million – The number of Facebook apps installed each day. … Engaging Consumers with Brands
- 10. 6 Global Trendsin Digital Communication Trend #1. Information overload. The harder it is to get online visibility Global display advertising efficiency: Solutions: Banner Retargeting Social Integrations in Banners Development of CPA models Behavioral Targeting iAds Engaging Consumers with Brands
- 11. 6 Global Trendsin Digital Communication Trend #2. Mobile Location Based Services. Your customers can localize your business… You are here! … Engaging Consumers with Brands
- 12. 6 Global Trendsin Digital Communication Trend #2. Mobile Location Based Services. Push them to action through direct incentives Engaging Consumers with Brands
- 13. 6 Global Trendsin Digital Communication Trend #3. Social E-commerce. E-shopping has become a normal way to buy … Engaging Consumers with Brands
- 14. 6 Global Trendsin Digital Communication Trend #3. Social E-commerce. Transform E-commerce in a social experience Levi’s online social commerce experience: Engaging Consumers with Brands
- 15. 6 Global Trendsin Digital Communication Trend #4. Senior Internet Users. A large and influential consumer segment 82% Check E-mails Source: Emarketer.com, Feb 2011 50% Pay Bills 44% Check weather forcasts 33% Read news 31% Visit social networks Engaging Consumers with Brands
- 16. 6 Global Trendsin Digital Communication Trend #4. Senior Internet Users. Senior E-users is the fastest growing category Engaging Consumers with Brands
- 17. 6 Global Trendsin Digital Communication Trend #5. Responsibility of community managers. Community management starts with employees *Source : Deloitte LLP 2009 Ethic Workplace Survey Of employees are personal 85% users of social media.* Of employees think it’s easy for anyone to sabotage a brand‘s 74% reputation using social media.* Of employees are likely to 15% become brand ambassadors. Engaging Consumers with Brands
- 18. 6 Global Trendsin Digital Communication Trend #5. Responsibility of community managers. Be extra careful about what they say online Solutions: Marc Jacobs: Nestle: Set Corporate guidelines Set strict guidelines for your CM Set behavioral scenarios Involve top managers if needed Monitor online conversations Engaging Consumers with Brands
- 19. 6 Global Trendsin Digital Communication Trend #6. real-time communication. What are you doing right now? Global Social Media landscape evolution, 2009 - 2010 News feed … Engaging Consumers with Brands
- 20. 6 Global Trendsin Digital Communication Trend #6. real-time communication. Old Spice campaign: Pro-active communication Good creative and smart positioning: Youtube promoted video: Engaging Consumers with Brands
- 21. 6 Global Trendsin Digital Communication Trend #6. real-time communication. 185 videos filmed and published within 2 days - Celebrities involvement. - Numerous parodies. - Offline PR. - Targeting of online influencers. Old Spice campaign figures: No. 1 all-time most-viewed sponsored channel on YouTube. More than 200 Millions views for the videos on Youtube. + 80,000 Twitter followers in 2 days. + 700,000 Facebook fans. Facebook fan interaction jumped 800% since the launch of the personalized videos. Oldspice.com traffic jumped by 300%. Old Spice's sales were up 106%. Engaging Consumers with Brands
- 22. Conclusions Engaging Consumers with Brands
- 23. 01 Conclusions Trends 2011: Take away points Trend 1: Internet will always be more about engagement, not reach. Trend 2: Think global – engage consumers’ locally. Trend 3: Transform E-commerce in a social experience. Trend 4: Stop thinking that social networks are for teenagers. Trend 5: Be in control of what your employees are saying online. Trend 6: The future of communication is real-time based. For more information about global social media trends, read Emmanuel Vivier’s article about 2011 social media trends published on culture- buzz.com. Engaging Consumers with Brands
- 24. 02 Vanksen’s Network Engaging Consumers with Brands
- 25. Consumers Engagement Marketing For any question, please contact me: Thierry Cellerin E.: tcellerin@buzzfactory.ru M.: +7 985 44 22 544 W.: www.buzzfactory.ru C.: www.vanksen.com B.: http://buzz-factory.livejournal.com/ Twitter: @buzzfactory_ru Engaging Consumers with Brands
- 26.
Editor's Notes
- #4 No. They will join in 1 existing community, and will never come back if they are not satisfied with the experience: lack of content, lack of activity, lack of interactions…
- #5 No. Your customers are not waiting for you to discuss your brand online. Failure is anyway part of the process that will brings you to defining your successful model.
- #6 No. Success depends only of your strategic objectives (Push sales, increase loyalty, improve online visibility, collect users data, …). CTR, CPC, … are just metrics!
- #11 Average banner CTR in Russia: 0.2% (2010)
- #13 Check-in
- #14 Flash Sale sites such as Vente-Privée use a social layer to promote the sharing of time-limited online deals (and drive member-get-member referrals)Group-Buy sites such as Groupon and Keynoir use a social layer to to promote the sharing of time-limited local dealsSocial Shopping sites such as Polyvore, Kaboodle and Lockerz use a social layer to promote the sharing of products discovered online – thus encouraging ‘social discovery’Social Shopping apps such as Stickybits and ShopKick use a social layer to promote the sharing of store visits, using scanning technology to encourage store discovery and selectionPurchase-Sharing sites such as Blippy and Swipely use a social layer to promote the sharing of products purchased – thus encouraging social product discovery and selectionPersonal Shopper sites such as GoTryItOn use a social layer to promote smart shopping decisions by allowing shoppers to get a second opinion on what to buy
- #15 A new frontier in social commerce is being explored as retailers leverage customers’ Facebook profile data to deliver personalized shopping experiences on their sites. Fueling this trend is web retailers’ quick adoption of social sign-on, which allows consumers to log in to their Facebook account instead of registering on an ecommerce site. Social sign-on gives retailers access to rich profile information for targeting customers. The intended result is increased conversions, higher average order value and decreased returns. Some retailers are taking a different social commerce route by featuring collaborative shopping experiences. These applications allow customers to invite their friends to join them in a synchronized, real-time shopping session. Together, shoppers can view product pages and chat from distant locations. The growing ubiquity of Facebook’s “like” button and Amazon.com’s launch of a new recommendations application based on Facebook preferences will spur other retailers to implement innovative social commerce tools in 2011. However, retailers must tread carefully because many social media users have concerns about how their personal information is being used.
- #16 Grandparents are a large and influential consumer segment Grandparents are a powerful force in the US economy. According to Nielsen, grandparent households spend 4.4% more each year than all other households. And, it’s no secret they love to spend on their grandkids. Almost 40% of grandparents in the Nielsen data said they provided support such as clothing or food for their grandchildren. During the next few years, grandparents are set to become an even more powerful consumer segment. Nielsen reports the population of 69.6 million grandparents currently in the US will rise 11% by 2015. Traditionally, older adults and seniors have been laggards of internet use. With computers now in most households, and children and teens highly immersed online, grandparents will learn by proximity.
- #17 The 2010 US Census counted 40 million seniors in the US, comprising 13% of the total population. Traditional media continues to dominate seniors’ media habits, but the internet is quickly increasing reach, expected to hit 56.0% penetration by 2015.The 2010 US Census counted 40 million seniors in the US, comprising 13% of the total population. According to the data, baby boomers—the largest single generation in the US—will enter the senior set at a rate of one every 8 seconds for the next 18 years.By 2030, the senior population, which eMarketer defines as all US consumers ages 65 and older, will reach an estimated total of 72 million, nearly 20% of the projected total population.Traditional media continues to dominate the media habits of seniors, but the internet is quickly increasing reach. Online penetration among older users is beginning to rival newspaper and radio usage, and this trend is expected to continue, reaching 56.0% by 2015. Both analytical and anecdotal evidence points to seniors utilizing the web for increasingly varied activities, graduating from email and search into social media.The senior demographic is largely homogeneous (white and primarily female), but will diversify in the future. Older Americans are more likely than other demographic sectors to spend disposable income and remain an important part of the consumer ecosystem. These two factors make them an essential part of any successful brand’s target audience.
- #19 Corporate Community Management Policies and Guidelines.
- #20 Instant Messaging Grows Up.- Not Just Instant Messaging Having said that, the story isn’t about just instant messaging; it’s about the entire unified communications package. Adding video and voice to instant messaging is now more popular than it was last year. The spread of smartphones and unlimited data plans will help organizations project communications costs and only encourage the spread of mobile instant messaging.Le service de microblogging Twitter et ses 210 millions d’utilisateurs est l’incarnation de ce web « real time » où les conversations ont lieu en temps réel, 24h/24 et 7j/7Leurcapacitéàréagirestsouventcontrainte par uneorganisation, des moyenshumains (horaires de travail,…), financiers et techniques définisàuneautreépoque et désormais de plus en plus inadaptés. Bien peusontàmême de gérerunecrise qui surviendrait la nuitou en plein week-end… avec la rapiditénécessaire.
- #21 Offline TV advertising launched on superbowl week end. Originality advertising targeting woman (complete opposite of axe). Media buying in environment where couples would watch together create conversations.After the offline TV campaign , the video became soon very popular on the Internet. A clever online media placement helped to support the viralization of the video.
- #22 After launching the campaigns online dedicated platforms and that the buzz was still growing, the brand try to figure out how to create more direct conversations with fans.Here came the very smart move, the response campaign: in 2 days, Wieden + Kennedy shoot 186 short videos to answer the questions of Fans on Twitter, Facebook and Youtube.
- #24 Trend 1 : Pull marketing vs push marketing.