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BUILDING BRANDS IN A
(POST-) SOCIAL DIGITAL WORLD




DR. MARKUS PFEIFFER 28.06.2012
“Technology is shifting power away from
the editors, the publishers, the
establishment, the media elite. Now it’s
the people who are taking control.”




Rupert Murdoch, 2005
500 million US$ in 5 years
THE PROBLEM …
  14% TRUST ADS
  57% TRUST FRIENDS’ COMMENTS ABOUT BRANDS MORE
                              THAN THE BRAND’S MESSAGES

  41% TRUST COMMENTS FROM PEOPLE THEY DON’T KNOW
                          MORE THAN THE BRAND’S MESSAGES




Source: TNS Infratest, 2012
HYPOTHESIS 1



STILL, MANY MARKETERS
DON’T GET IT …
WHAT IS THE VALUE OF …
ATTENTION
                                                                          OR #FANS
                                                                          ALONE IS NO USE TO
                                                                          ANY BRAND
                                                                          YOUR BRAND
                                                                          HERE OR HERE




http://www.flickr.com/photos/oquendo/3667609023/sizes/l/in/photostream/
NOBODY WANTS TO TALK ABOUT BRANDS
ONLINE,
UNLESS THEY GET                      FREE STUFF




Source: ExactTarget, CoTweet Study
HYPOTHESIS 1



FOUR STRATEGIES THAT
WORK…
HYPOTHESIS 1



USE SOCIAL AS
OPERATING SYSTEM
SOCIAL MEDIA IS NOT A MEDIUM LIKE A TV CHANNEL OR RADIO.

SOCIAL MEDIA IS (JUST) AN   OPERATING
SYSTEM
AND „PASSPORT“
WHY?
           SOCIAL AS A CHANNEL CANNOT
                 GROW ANYMORE
                                              Hours spent per day
                                          7
                                          6
                                          5
                                          4
                                          3
                                          2
                                          1
                                          0




                                                            Hours spent per…



Source: Nielsen.com, Forrester Research
faberNovel, Facebook: The Perfect Startup, May 2012
HYPOTHESIS 1



PREPARE FOR A
MOBILE-ONLY WORLD
REVOLUTION HAS JUST BEGUN

         Global Users (billions)                                              Europe users share
6                                                                    60%
                                                5,6 B
5                                                                    50%

4                                                                    40%

3                                                                    30%                                    2011
                                                                                                            2012
2                                                                    20%
            835 million                                              10%
1
0                                                                    0%
    Smartphone Users Dumbphone Users                                       Smartphone            Dumphone




     Source: Mary Meerer, Kleiner Perkins, Morgan Stanley Research            Source: comScore
MOBILE WEB IS STILL INTERNET, BUT …

                            FOR 91% OF THE POPULATION
                            THE DEVICE IS ONLY AN ARM’s
                                                                                                        PROXIMITY
                                LENGTH AWAY (24/7)


                                                                    60% OF MARRIED PEOPLE WILL NOT
PERSONAL                                                            SHARE THEIR MOBILE WITH SPOUSE


         10% OF UNDER-25 YEAR-OLDS FIND
         IT OK TO TEXT WHILST HAVING SEX.                                                              RELEVANT
Source: Gartner, 2010; Morgan Stanley, 2007; Wired Magazine, 2006); Retrevo Gadgetology Report, 2010
MOBILE REPLACES THE PC




Source: Business Insider SAI, Pascal-E. Gobry, Alex Cocotas, 02/2012
CHALLENGES IN MOBILE
         OPERATING SYSTEMS
• COMPETING

• NO DE FACTO AD FORMAT THAT
    REALLY WORKS


             MARKETING
• A PLETHORA OF

    POSSIBILITIES
•   EVEN MORE DATA TO GATHER AND
    ANALYZE…
HYPOTHESIS 1



ADD EVERYDAY VALUE
TO CONSUMERS
VALUE ADD IN DIGITAL


                                              Utility




             Reward /                                      Information

              Gaming

                                      Emotional         Social




Source: Picture by exxonvaldez on flickr
= Kill time


= Save time
−   POINTS
                    −   LEADERBOARDS
                    −   LEVELS
                    −   ACHIEVEMENTS
                    −   BADGES
                    −   CHALLENGES
                    −   REWARDS
                    −   …




GAMING MECHANICS ARE THE NEW
HOLY GRAIL FOR MARKETING:
Functional
                                                                                    Value


                                                                   Reward Value                Information
                                                                                               Value




                                                                         Entertainment   Social Value
                                                                         Value




CREATING VALUE IN THE CONTEXT OF DAILY LIFE USAGE OF THE PRODUCT
 FUNCTION + INFO + SOCIAL + GAMING
Functional
                                                                                    Value


                                                                   Reward Value                Information
                                                                                               Value




                                                                         Entertainment   Social Value
                                                                         Value




CREATING VALUE IN THE CONTEXT OF DAILY LIFE USAGE OF THE PRODUCT
 FUNCTION + INFO + SOCIAL + GAMING
HYPOTHESIS 1



CONNECT YOUR
PRODUCTS TO THE WEB
THERE ARE OVER 1 BILLION COMPUTERS IN THE WORLD
AND NEARLY 1 BILLION SMARTPHONES. BUT A
100.000.000.000 THINGS
RAFI HALDJIAN




                         Source: IDC, Gartner, The Real Life Social Network, Google (2010)
BY THE END OF 2015
15 BILLION OBJECTS
WILL BE CONNECTED TO THE INTERNET AND
GENERATE OVER 30% OF TRAFFIC
SOURCES: IDG, GARTNER
“MUST” STRATEGIES

1. SOCIAL WEB AS OPERATING SYSTEM
2. PREPARE FOR A MOBILE ONLY INTERNET
3. ADD EVERYDAY VALUE
4. CONNECT YOUR PRODUCTS
Download presentation at:
http://www.slideshare.net/mpfeiffer/

Email: mpfeiffer@bloom-partners.com
      Twitter: @markuspfeiffer1
      www.bloom-partners.com

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Building Brands in a (Post-) Social Digital World

  • 1. BUILDING BRANDS IN A (POST-) SOCIAL DIGITAL WORLD DR. MARKUS PFEIFFER 28.06.2012
  • 2. “Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control.” Rupert Murdoch, 2005
  • 3. 500 million US$ in 5 years
  • 4. THE PROBLEM … 14% TRUST ADS 57% TRUST FRIENDS’ COMMENTS ABOUT BRANDS MORE THAN THE BRAND’S MESSAGES 41% TRUST COMMENTS FROM PEOPLE THEY DON’T KNOW MORE THAN THE BRAND’S MESSAGES Source: TNS Infratest, 2012
  • 5. HYPOTHESIS 1 STILL, MANY MARKETERS DON’T GET IT …
  • 6. WHAT IS THE VALUE OF …
  • 7.
  • 8. ATTENTION OR #FANS ALONE IS NO USE TO ANY BRAND YOUR BRAND HERE OR HERE http://www.flickr.com/photos/oquendo/3667609023/sizes/l/in/photostream/
  • 9. NOBODY WANTS TO TALK ABOUT BRANDS ONLINE, UNLESS THEY GET FREE STUFF Source: ExactTarget, CoTweet Study
  • 11. HYPOTHESIS 1 USE SOCIAL AS OPERATING SYSTEM
  • 12. SOCIAL MEDIA IS NOT A MEDIUM LIKE A TV CHANNEL OR RADIO. SOCIAL MEDIA IS (JUST) AN OPERATING SYSTEM AND „PASSPORT“
  • 13. WHY? SOCIAL AS A CHANNEL CANNOT GROW ANYMORE Hours spent per day 7 6 5 4 3 2 1 0 Hours spent per… Source: Nielsen.com, Forrester Research
  • 14.
  • 15.
  • 16. faberNovel, Facebook: The Perfect Startup, May 2012
  • 17. HYPOTHESIS 1 PREPARE FOR A MOBILE-ONLY WORLD
  • 18. REVOLUTION HAS JUST BEGUN Global Users (billions) Europe users share 6 60% 5,6 B 5 50% 4 40% 3 30% 2011 2012 2 20% 835 million 10% 1 0 0% Smartphone Users Dumbphone Users Smartphone Dumphone Source: Mary Meerer, Kleiner Perkins, Morgan Stanley Research Source: comScore
  • 19. MOBILE WEB IS STILL INTERNET, BUT … FOR 91% OF THE POPULATION THE DEVICE IS ONLY AN ARM’s PROXIMITY LENGTH AWAY (24/7) 60% OF MARRIED PEOPLE WILL NOT PERSONAL SHARE THEIR MOBILE WITH SPOUSE 10% OF UNDER-25 YEAR-OLDS FIND IT OK TO TEXT WHILST HAVING SEX. RELEVANT Source: Gartner, 2010; Morgan Stanley, 2007; Wired Magazine, 2006); Retrevo Gadgetology Report, 2010
  • 20. MOBILE REPLACES THE PC Source: Business Insider SAI, Pascal-E. Gobry, Alex Cocotas, 02/2012
  • 21. CHALLENGES IN MOBILE OPERATING SYSTEMS • COMPETING • NO DE FACTO AD FORMAT THAT REALLY WORKS MARKETING • A PLETHORA OF POSSIBILITIES • EVEN MORE DATA TO GATHER AND ANALYZE…
  • 22. HYPOTHESIS 1 ADD EVERYDAY VALUE TO CONSUMERS
  • 23. VALUE ADD IN DIGITAL Utility Reward / Information Gaming Emotional Social Source: Picture by exxonvaldez on flickr
  • 24. = Kill time = Save time
  • 25. POINTS − LEADERBOARDS − LEVELS − ACHIEVEMENTS − BADGES − CHALLENGES − REWARDS − … GAMING MECHANICS ARE THE NEW HOLY GRAIL FOR MARKETING:
  • 26. Functional Value Reward Value Information Value Entertainment Social Value Value CREATING VALUE IN THE CONTEXT OF DAILY LIFE USAGE OF THE PRODUCT FUNCTION + INFO + SOCIAL + GAMING
  • 27. Functional Value Reward Value Information Value Entertainment Social Value Value CREATING VALUE IN THE CONTEXT OF DAILY LIFE USAGE OF THE PRODUCT FUNCTION + INFO + SOCIAL + GAMING
  • 29. THERE ARE OVER 1 BILLION COMPUTERS IN THE WORLD AND NEARLY 1 BILLION SMARTPHONES. BUT A 100.000.000.000 THINGS RAFI HALDJIAN Source: IDC, Gartner, The Real Life Social Network, Google (2010)
  • 30. BY THE END OF 2015 15 BILLION OBJECTS WILL BE CONNECTED TO THE INTERNET AND GENERATE OVER 30% OF TRAFFIC SOURCES: IDG, GARTNER
  • 31. “MUST” STRATEGIES 1. SOCIAL WEB AS OPERATING SYSTEM 2. PREPARE FOR A MOBILE ONLY INTERNET 3. ADD EVERYDAY VALUE 4. CONNECT YOUR PRODUCTS
  • 32. Download presentation at: http://www.slideshare.net/mpfeiffer/ Email: mpfeiffer@bloom-partners.com Twitter: @markuspfeiffer1 www.bloom-partners.com