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voyeurism and other random experiments
ME!
ME!
ME!
50

     YEARS TO REACH 50
40
     MILLION USERS!
30




20
          38 years


10




 Year 1                  Year 38
50

     YEARS TO REACH 50
40
     MILLION USERS!
30




20
                     13 years
          38 years


10




 Year 1                         Year 38
50

     YEARS TO REACH 50
40
     MILLION USERS!
30


                                4 years
20
                     13 years
          38 years


10




 Year 1                                   Year 38
50

     YEARS TO REACH 50
40
     MILLION USERS!             3 years


30


                                  4 years
20
                     13 years
          38 years


10




 Year 1                                     Year 38
FACEBOOK
ADDED OVER
200 MILLION
USERS IN LESS
THAN A YEAR!
In our DNA!
Why?!
• 	
  Measurable	
  and	
  accountable,	
  testable,	
  itera1ve	
  –	
  test	
  it,	
  tweak	
  it,	
  refine	
  it,	
  op1mise	
  
• 	
  Targeted	
  and	
  tailored	
  	
  
• 	
  Cost-­‐effec1ve	
  	
  
• 	
  Interac1ve,	
  engaging,	
  immersive,	
  dynamic,	
  immediate,	
  real-­‐1me	
  (challenges?)	
  
• 	
  Community,	
  social,	
  bi-­‐direc1onal,	
  conversa1onal	
  –	
  listen	
  
• 	
  Ubiquitous	
  –	
  empowered	
  users	
  	
  	
  
• 	
  You	
  can	
  implement	
  it!	
  
• 	
  But,	
  the	
  consumer	
  has	
  all	
  the	
  power	
  
First!
 • 	
  Fit?	
  
 • 	
  Strategic	
  alignment	
  
 • 	
  Commitment	
  and	
  resources	
  
MEASUREMENT!




Measuring
MEASUREMENT!




Measuring   Listening
MEASUREMENT!




Measuring   Listening   Stalking
MEASUREMENT!




Measuring   Listening   Stalking
Email!
• 	
  It	
  works	
  
• 	
  Built	
  on	
  trust,	
  value	
  and	
  relevancy	
  –	
  poor	
  execu1on	
  can	
  hurt	
  
Email	
  –	
  golden	
  advice	
  
1.    Deliver	
  value	
  –	
  trade	
  something	
  –	
  make	
  a	
  posi7ve	
  social	
  impact	
  
2.    Be	
  regular	
  /	
  consistent	
  	
  
        •  Balancing	
  act	
  between	
  mindshare	
  and	
  bugging	
  people	
  
        •  Fortnightly	
  or	
  monthly	
  work	
  best	
  
3.    Be	
  on-­‐7me	
  
        •  B2B:	
  Tues	
  –	
  Thurs,	
  9:30am	
  1ll	
  3pm	
  
        •  B2C:	
  Fri	
  –	
  Sun,	
  5pm	
  1ll	
  8pm	
  
4.    From	
  name	
  -­‐	
  #1	
  factor	
  in	
  whether	
  people	
  open	
  
        •  Familiar,	
  and	
  keep	
  it	
  consistent	
  	
  	
  
5.    Subject	
  –	
  Capture	
  interest,	
  don’t	
  trigger	
  spam,	
  and	
  keep	
  consistent	
  formaJng	
  
        •  20	
  –	
  50	
  characters	
  	
  
        •  Follow	
  deliverability	
  rules	
  (70%	
  -­‐	
  80%	
  don’t	
  make	
  it)	
  
                  •  	
  Smart	
  copy	
  –	
  avoid	
  spammy	
  language	
  (‘sale’,	
  ‘fee’,	
  ‘bonus’,	
  ‘crazy	
  deal’	
  etc)	
  	
  
                  •  	
  Get	
  added	
  to	
  recipients’	
  address	
  books	
  	
  
                  •  	
  Check	
  out	
  an1-­‐spamming	
  regula1ons	
  (ADMA)	
  
        •  2	
  components	
  –	
  variable	
  +	
  consistent	
  	
  
6.    Don’t	
  forget	
  plain	
  text	
  (otherwise	
  5%	
  won’t	
  see	
  it)	
  
7.    Feed	
  your	
  list	
  
        •  Segment	
  
8.    Respect	
  yourself	
  	
  
        •  No	
  unsolicited	
  mail	
  
        •  Stay	
  on	
  topic	
  –	
  what	
  they	
  signed	
  up	
  for	
  
        •  Add	
  a	
  permission	
  footer	
  to	
  explain	
  why	
  you’re	
  contac1ng	
  them	
  
        •  Preferences	
  -­‐	
  Give	
  people	
  choices	
  in	
  how	
  o`en	
  they’re	
  contacted	
  and	
  what	
  for	
  	
  
Value!

                               •  Stop sending everyone everything!
                               •  Stuff people are interested in




         •  First-name basis                        •  Exclusivity
         •  Insight                                 •  Their eyes only
                                                    •  First to know
Google Buzz



OLD!                                           YouTube
                                                                                Kaixin001 (China)
                                                                                Yammer
                                               Facebook (High School Networks) Plurk
                                               Xanga (SNS relaunch)
                                               Yahoo! 360
                                               Cyworld (China)
                                               Ning                                                                   Foursquare
                             Skyblog
                             Couchsurfing      Bebo                                                                   Gowalla
                             MySpace           AsianAvenue, BlackPlanet (relaunch)
                             Tribe.net         Gather.com                                                Tumblr
                             Fast.FM           Loopt                                                     Ravelry
                             Hi5               Renren (China)
                             LinkedIn                                                           Facebook (corporate networks)
                             Open BC/Xing                                                       Cyworld (US)
                             Netlog (Europe)                                                    MyChurch
                             MyHeritage                                                         QQ (everyone)
                                                                                                Windows Live Spaces
                   Cyworld                                             Flickr, Piczo, Mixi      Facebook (everyone)
                   Ryze                                                Facebook (Elite Unis)    Twitter
                   StumbleUpon                                         Dodgeball                Cafe Mom
                   Meetup.com                                          Orkut, Dogster           Nasza-Klasa (Poland)
                                                                       Multiply, aSmallWorld    Odnoklassniki (Russia)
   LiveJournal
                                                        Friendster     Catster                  Vkontakte (Russia)
   BlackPlanet
                                                        Fotolog        Hyves
                                                        Plaxo          Yelp
Care2                                                   MyLife         Vimeo
Xanga                                                                  Taringa (Argentina)
                                        MiGente                        Basecamp
                                        Mixi (Japan)
                                        (SixDegrees closes)


                  SixDegrees.com
                  AsianAvenue

        Classmates.com
        Craigslist
ENGAGEMENT!
ENGAGEMENT!
HOW!
Op7ons	
  

• 	
  Use	
  exis1ng	
  social	
  plaaorms	
  like	
  Facebook,	
  Twiber,	
  LinkedIn,	
  YouTube	
  etc	
  
• 	
  Mix	
  exis1ng	
  social	
  plaaorms	
  with	
  your	
  content	
  
• 	
  Create	
  your	
  own	
  online	
  community	
  


Rules	
  

• 	
  On	
  their	
  terms	
  –	
  the	
  customer	
  has	
  all	
  the	
  power	
  	
  
• 	
  Sophis1cated	
  users	
  
• 	
  Humanised	
  brands,	
  real	
  conversa1ons	
  
• 	
  Trading	
  things	
  of	
  value	
  
STRATEGY!


Attract the target
group to your
community



•  Strong common interest
•  Make it feel alive
•  Incentives to join
•  Critical mass
STRATEGY!


Attract the target          Get them
group to your               activated in the
community                   community



•  Strong common interest   •  Creators (5%)
•  Make it feel alive       •  Contributors (20%)
•  Incentives to join       •  Lurkers (75%)
•  Critical mass
STRATEGY!


Attract the target          Get them                Learn about your
group to your               activated in the        members in a
community                   community               social context



•  Strong common interest   •  Creators (5%)        •  Members’ preferences?
•  Make it feel alive       •  Contributors (20%)   •  How can you participate?
•  Incentives to join       •  Lurkers (75%)        •  Be close to them?
•  Critical mass
STRATEGY!


Attract the target          Get them                Learn about your              Communicate
group to your               activated in the        members in a                  and engage based
community                   community               social context                on information in
                                                                                  the community


•  Strong common interest   •  Creators (5%)        •  Members’ preferences?      •  Gender, age – lame
•  Make it feel alive       •  Contributors (20%)   •  How can you participate?   •  Company, job – ok
•  Incentives to join       •  Lurkers (75%)        •  Be close to them?          •  Interests – good
•  Critical mass                                                                  •  Behaviour – awesome!
TASPLAN!
Facebook	
  
SOCIAL ADS!
GET MILEAGE!
GET MILEAGE!
GET MILEAGE!
GET MILEAGE!
WHAT SHOULD I BLOG!

              Build trust,
              loyalty,
              engagement and
              reputation
MICROBLOG!
• 	
  Microblogging	
  –	
  send	
  tweets	
  (140	
  
characters	
  or	
  less)	
  
• 	
  Live	
  stream	
  –	
  share	
  and	
  discover	
  what’s	
  
happening	
  in	
  real-­‐1me	
  
• 	
  Listen	
  to	
  what	
  people	
  are	
  saying	
  about	
  
topics,	
  compe1tors,	
  you,	
  your	
  brand	
  etc	
  
• 	
  Build	
  credibility,	
  network,	
  traffic	
  


                  •  Participating builds trust
                  •  Listening builds trust
MICROBLOG!
WORK IT OUT!
WORK IT OUT!
WORK IT OUT!
  •  To receive discounts    •  Discounts
  •  I am a customer         •  Breaking news / info
  •  To show others that I   •  Exclusive content
  support this brand         •  Only 2% of respondents
                             show their support
GETTING DEEP!
•  Media strategy
•  Tone of voice
•  Value proposition / messages
•  Task oriented / socially
oriented?
•  Where and how your
customers want to engage
•  How likely are they to share?
•  How do they share?
EMAIL-FIRST!
               •  More utilitarian motives
               •  More interested in
               product / promotional info
               •  Less interested in social
               interaction / entertainment
               •  39% use FB daily, but
               motives for interacting with
               brands closely mirror email
               •  Actively share stuff
               •  5 x more likely through
               email (65%) than FB (13%)
               or Twitter (1%)
FACEBOOK-FIRST!
            •  Distinction between how
            engage with brands via email
            vs social platforms
            •  More likely to engage for fun,
            social belonging, support or
            entertainment
            •  84% use email and top
            motivations are like email-first
            group
            •  More likely to share info
            •  Equally likely through FB
            (40%) or Twitter (4%) as email
            (43%)
FACEBOOK FATIGUE!
19% left / use
it less
FACEBOOK FATIGUE!
19% left / use
it less


                 45% lost interest
FACEBOOK FATIGUE!
19% left / use
it less

                      16% parents are there
                 45% lost interest
FACEBOOK FATIGUE!
19% left / use
it less
                           14% too many adults
                      16% parents are there
                 45% lost interest
FACEBOOK FATIGUE!
19% left / use
it less
                                   13% privacy
                           14% too many adults
                      16% parents are there
                 45% lost interest
MEDIA!
NEW SCHOOL METRICS!
MOBILE!
MOBILE!
MOBILE!
IN-DESTINATION!
IN-STORE!
PULL IT TOGETHER!
"As we convince more of our
clients to invest money in online
tactics, we need to realise that the
more sophisticated we get, the
more sophisticated people will get
at filtering us out.”
FOLLOW ME!
• 	
  Email:	
  swoodhouse@in-­‐tellinc.com.au	
  	
  
• 	
  Twiber:	
  @scobywoodhouse	
  
• 	
  LinkedIn:	
  www.au.linkedin.com/in/swoodhouse	
  
• 	
  Hypescience:	
  www.hypescience.com.au	
  	
  

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ADMA Digital Launch

  • 1. voyeurism and other random experiments
  • 2.
  • 3. ME!
  • 4. ME!
  • 5. ME!
  • 6.
  • 7. 50 YEARS TO REACH 50 40 MILLION USERS! 30 20 38 years 10 Year 1 Year 38
  • 8. 50 YEARS TO REACH 50 40 MILLION USERS! 30 20 13 years 38 years 10 Year 1 Year 38
  • 9. 50 YEARS TO REACH 50 40 MILLION USERS! 30 4 years 20 13 years 38 years 10 Year 1 Year 38
  • 10. 50 YEARS TO REACH 50 40 MILLION USERS! 3 years 30 4 years 20 13 years 38 years 10 Year 1 Year 38
  • 13. Why?! •   Measurable  and  accountable,  testable,  itera1ve  –  test  it,  tweak  it,  refine  it,  op1mise   •   Targeted  and  tailored     •   Cost-­‐effec1ve     •   Interac1ve,  engaging,  immersive,  dynamic,  immediate,  real-­‐1me  (challenges?)   •   Community,  social,  bi-­‐direc1onal,  conversa1onal  –  listen   •   Ubiquitous  –  empowered  users       •   You  can  implement  it!   •   But,  the  consumer  has  all  the  power  
  • 14. First! •   Fit?   •   Strategic  alignment   •   Commitment  and  resources  
  • 15.
  • 18. MEASUREMENT! Measuring Listening Stalking
  • 19. MEASUREMENT! Measuring Listening Stalking
  • 20.
  • 21.
  • 22.
  • 23. Email! •   It  works   •   Built  on  trust,  value  and  relevancy  –  poor  execu1on  can  hurt  
  • 24.
  • 25. Email  –  golden  advice   1.  Deliver  value  –  trade  something  –  make  a  posi7ve  social  impact   2.  Be  regular  /  consistent     •  Balancing  act  between  mindshare  and  bugging  people   •  Fortnightly  or  monthly  work  best   3.  Be  on-­‐7me   •  B2B:  Tues  –  Thurs,  9:30am  1ll  3pm   •  B2C:  Fri  –  Sun,  5pm  1ll  8pm   4.  From  name  -­‐  #1  factor  in  whether  people  open   •  Familiar,  and  keep  it  consistent       5.  Subject  –  Capture  interest,  don’t  trigger  spam,  and  keep  consistent  formaJng   •  20  –  50  characters     •  Follow  deliverability  rules  (70%  -­‐  80%  don’t  make  it)   •   Smart  copy  –  avoid  spammy  language  (‘sale’,  ‘fee’,  ‘bonus’,  ‘crazy  deal’  etc)     •   Get  added  to  recipients’  address  books     •   Check  out  an1-­‐spamming  regula1ons  (ADMA)   •  2  components  –  variable  +  consistent     6.  Don’t  forget  plain  text  (otherwise  5%  won’t  see  it)   7.  Feed  your  list   •  Segment   8.  Respect  yourself     •  No  unsolicited  mail   •  Stay  on  topic  –  what  they  signed  up  for   •  Add  a  permission  footer  to  explain  why  you’re  contac1ng  them   •  Preferences  -­‐  Give  people  choices  in  how  o`en  they’re  contacted  and  what  for    
  • 26. Value! •  Stop sending everyone everything! •  Stuff people are interested in •  First-name basis •  Exclusivity •  Insight •  Their eyes only •  First to know
  • 27.
  • 28.
  • 29. Google Buzz OLD! YouTube Kaixin001 (China) Yammer Facebook (High School Networks) Plurk Xanga (SNS relaunch) Yahoo! 360 Cyworld (China) Ning Foursquare Skyblog Couchsurfing Bebo Gowalla MySpace AsianAvenue, BlackPlanet (relaunch) Tribe.net Gather.com Tumblr Fast.FM Loopt Ravelry Hi5 Renren (China) LinkedIn Facebook (corporate networks) Open BC/Xing Cyworld (US) Netlog (Europe) MyChurch MyHeritage QQ (everyone) Windows Live Spaces Cyworld Flickr, Piczo, Mixi Facebook (everyone) Ryze Facebook (Elite Unis) Twitter StumbleUpon Dodgeball Cafe Mom Meetup.com Orkut, Dogster Nasza-Klasa (Poland) Multiply, aSmallWorld Odnoklassniki (Russia) LiveJournal Friendster Catster Vkontakte (Russia) BlackPlanet Fotolog Hyves Plaxo Yelp Care2 MyLife Vimeo Xanga Taringa (Argentina) MiGente Basecamp Mixi (Japan) (SixDegrees closes) SixDegrees.com AsianAvenue Classmates.com Craigslist
  • 32. HOW! Op7ons   •   Use  exis1ng  social  plaaorms  like  Facebook,  Twiber,  LinkedIn,  YouTube  etc   •   Mix  exis1ng  social  plaaorms  with  your  content   •   Create  your  own  online  community   Rules   •   On  their  terms  –  the  customer  has  all  the  power     •   Sophis1cated  users   •   Humanised  brands,  real  conversa1ons   •   Trading  things  of  value  
  • 33. STRATEGY! Attract the target group to your community •  Strong common interest •  Make it feel alive •  Incentives to join •  Critical mass
  • 34. STRATEGY! Attract the target Get them group to your activated in the community community •  Strong common interest •  Creators (5%) •  Make it feel alive •  Contributors (20%) •  Incentives to join •  Lurkers (75%) •  Critical mass
  • 35. STRATEGY! Attract the target Get them Learn about your group to your activated in the members in a community community social context •  Strong common interest •  Creators (5%) •  Members’ preferences? •  Make it feel alive •  Contributors (20%) •  How can you participate? •  Incentives to join •  Lurkers (75%) •  Be close to them? •  Critical mass
  • 36. STRATEGY! Attract the target Get them Learn about your Communicate group to your activated in the members in a and engage based community community social context on information in the community •  Strong common interest •  Creators (5%) •  Members’ preferences? •  Gender, age – lame •  Make it feel alive •  Contributors (20%) •  How can you participate? •  Company, job – ok •  Incentives to join •  Lurkers (75%) •  Be close to them? •  Interests – good •  Critical mass •  Behaviour – awesome!
  • 37.
  • 38.
  • 42.
  • 47.
  • 48. WHAT SHOULD I BLOG! Build trust, loyalty, engagement and reputation
  • 49.
  • 50. MICROBLOG! •   Microblogging  –  send  tweets  (140   characters  or  less)   •   Live  stream  –  share  and  discover  what’s   happening  in  real-­‐1me   •   Listen  to  what  people  are  saying  about   topics,  compe1tors,  you,  your  brand  etc   •   Build  credibility,  network,  traffic   •  Participating builds trust •  Listening builds trust
  • 52.
  • 53.
  • 56. WORK IT OUT! •  To receive discounts •  Discounts •  I am a customer •  Breaking news / info •  To show others that I •  Exclusive content support this brand •  Only 2% of respondents show their support
  • 58. •  Media strategy •  Tone of voice •  Value proposition / messages •  Task oriented / socially oriented? •  Where and how your customers want to engage •  How likely are they to share? •  How do they share?
  • 59. EMAIL-FIRST! •  More utilitarian motives •  More interested in product / promotional info •  Less interested in social interaction / entertainment •  39% use FB daily, but motives for interacting with brands closely mirror email •  Actively share stuff •  5 x more likely through email (65%) than FB (13%) or Twitter (1%)
  • 60. FACEBOOK-FIRST! •  Distinction between how engage with brands via email vs social platforms •  More likely to engage for fun, social belonging, support or entertainment •  84% use email and top motivations are like email-first group •  More likely to share info •  Equally likely through FB (40%) or Twitter (4%) as email (43%)
  • 61. FACEBOOK FATIGUE! 19% left / use it less
  • 62. FACEBOOK FATIGUE! 19% left / use it less 45% lost interest
  • 63. FACEBOOK FATIGUE! 19% left / use it less 16% parents are there 45% lost interest
  • 64. FACEBOOK FATIGUE! 19% left / use it less 14% too many adults 16% parents are there 45% lost interest
  • 65. FACEBOOK FATIGUE! 19% left / use it less 13% privacy 14% too many adults 16% parents are there 45% lost interest
  • 66.
  • 67.
  • 70.
  • 77. "As we convince more of our clients to invest money in online tactics, we need to realise that the more sophisticated we get, the more sophisticated people will get at filtering us out.”
  • 78. FOLLOW ME! •   Email:  swoodhouse@in-­‐tellinc.com.au     •   Twiber:  @scobywoodhouse   •   LinkedIn:  www.au.linkedin.com/in/swoodhouse   •   Hypescience:  www.hypescience.com.au