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ADMA Digital Launch
- 1. voyeurism and otherrandom experiments
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- 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
- 11. FACEBOOK ADDED OVER 200 MILLION USERSIN LESS THAN A YEAR!
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- 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
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- 17. MEASUREMENT! Measuring Listening
- 18. MEASUREMENT! Measuring Listening Stalking
- 19. MEASUREMENT! Measuring Listening Stalking
- 23. Email! • It works • Built on trust, value and relevancy – poor execu1on can hurt
- 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
- 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
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- 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 groupto 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!
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- 48. WHAT SHOULD IBLOG! Build trust, loyalty, engagement and reputation
- 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
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- 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
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- 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
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- 77. "As we convincemore 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