Digital Engagement channels in 2014. Presentation given for the 2014 Dialog Konferanzen in Stramstadt organised by Bring Dialog

1. 1
Driving Engagement with
Consumers across digital channels !
Luisella Giani!
27th August 2014!
#dk14!
@luisella!

2. 2
Luisella Giani!

3. The “wearable”era !
IoT!
Quantified self!
!
3
Digital Revolution Milestones!
2003/06
1989
1994/98
World Wide Web!
invented at CERN!
Cluetrain Manifesto!
web 2.0!
blogosphere!
2001
Social media revolution!
2010/13
2007
2013
iPhone introduction.!
Mobile revolution!
Drones !
delivery!
2015

4. 4
The Social Media Revolution!
https://www.youtube.com/watch?v=zxpa4dNVd3c

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Consume information through !
Twitter, Facebook, Linkedin and other
social media
Learn about new products !
! as well through social media.!
Appreciate conversations with the brand
!rather one –way advertisement!
Expects brands to be active in social
!listening, engaging,responding!
Wise towards promotions.!
Trusts only relevant information.!
Who is the Super-powered Consumer ?!

6. 6
Contemporary shopping journey!

7. 7
Where are the conversions?!

8. 8
Companies attitude towards Digital !
The Fashionistas!
100 likes!
The Digerati!
999k! 100k! 7k!
The Conservatives!
100 email sent!
The Beginners!
1 online catalog!
Digital intensity!
Transformation Management intensity!

9. The challenge!
INDUSTRY:! Tire business!
TYPOLOGY:! Traditional company!
ORGANIZATION:! Matrix organization, cross dept role!
BRANDS:! Goodyear, Dunlop, Fulda, Sava!
APPLIED TO:! Europe, Middle East, Africa, +30 languages, +45 countries !
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TIMING:! 18 months!

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Digital Strategy definition!
1 Define key channels!
2 Harmonized architecture and brand consistency!
3 Start tracking: KPIs framework and scorecards!
4 Traffic building strategy!

11. People still visit your website? Go
11
Enter your site URL!

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Websites: key digital engagement channel!
Still 40% visit your website ONLY!

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New sites live Jun 2012
Websites: key channel !
2011
Target: ROPO, IN THE MARKET
!
Focus on: CONVERSION and PRODUCT!
HOW:!
§ Full redesign and review of the purchase funnel!
§ Introduction EU labeling!
§ Common architecture: same wireframes and
template for all brands, differentiation at CSS
level: time to market for +145 sites 2 days/
brand , total 1 week (vs previous 18months)!
§ User centric approach content and usability !
§ Google Analytics and KPIs !

14. 14
Cost saving: !
not buying and maintain a separate domain!
!
Traffic: !
driving traffic to websites!
!
Sell out campaign: !
Spain, Hungary, Czeck Republic, Slovakia!
!
+135,33 %!
increase in visits!
Traffic building strategy!
Online traffic dispersion!
Goodyear case history: !
Integrating local microsites into brand websites !

15. 15
Will .com still be the King in 2015?!
ICANN will itroduce nearly 2000 new domains !
in the next 2 years!
!
Categorize the
Internet in
verticals!
!
Reinvent
marketing
campaigns and
create new
internet business
models!
Assign secure
authenticity and
credibility to
brands!
!
Create local
languages
domains (IDN)!
Internationalized
Domain Name!
Current domains 23 TLD 245 country codes!

16. 16
.xyz will be the new .com?!
24%
48%
.xyz .berlin .club .guru
.wang .photography .email .link
.在线 .today Other

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2011 Social Media Audit !
Germany!
Theme:!
promotion!
#fans: 1.000!
Goodyear USA!
Nascar, !
US Army & blimp!
#fans blimp: 12.000!
France!
Theme: !
security!
#fans: 11.000!
AGGRESSIVE!
COST PLAYER!
FAMILY
Turkey!
Theme: !
#fans 683!
avg. 2.273 fans per page
18 markets: inconsistent positioning,
heavy fragmentation
NO CONTENT STRATEGY!

18. 18
One Fan page
yes, just one.!
Social Media Strategy!

19. Find your own distinctive, unique Social Identity !
Oreo example: Real-time marketing!
Design wins!
19
Branded content on Social Media!

20. 20
Design the Drive!

21. + 30.000
fans in 3 weeks
21
Local activaction: La ruta de tus suenos!

22. 22
Company digitalization!
DECENTRALIZED! CENTRALIZED! HUB and SPOKE!
2011! 2012! 2015!

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Social Media: key digital engagement channel!
Is still worth to be on Facebook?!
Pinterest content
sharing grew
19% in 2013
Facebook only
grew 15%, while
Twitter fell to 8%.
Facebook is
seeing a decrease
in daily users,
“specifically
among teens”.
Google+ is
2nd in terms
of monthly
visitors
behind
Facebook.
400!
million!
400 million
Snapchat
photos and videos
are received
every day.

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…that lives forever!!
http://www.dailymotion.com/video/x1vrhv6_chef-movie-clip-that-lives-
forever-2014-hd_shortfilms

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Video will dominate more and more!
VIDEO:!
100 hours of video are!
uploaded to Youtube every!
minute.!
!
2/3 of the world’s data will!
be video by 2017
Branded Vines are 4 times
more likely to be
seen than a branded video.!
!
The :06 Vine is the new :30
commercial!

26. 26
Content and UGC still rocks!
Content Marketing!
Business who blog gets 67% MORE
leads than those who don’t.!
!
In 2011 Google’s Panda update
penalized low quality content sites&
their Hummingbird update de-emphasizes
keywords in favor of
conversational search.!
!
58% of B2B companies plan to
increase their content marketing
budget in 2014!

27. 27
UGC+ Viral = Meme!
2° century A.D.
Abracadabra
2009
Eternal moonwalk
2012
Gangnam style
2013
Harlerm shake
2014
Ice Bucket challenge
A meme is “an idea, behavior, or style that
spreads from person to person within a culture.”

28. 28
Had it to be done? !
ps://www.youtube.com/watch?v=6w4Gqt-ljb4

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30. 30

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Mobile: 6 years after iPhone introduction !
http://youtu.be/qGdlz16S1Ic

32. 97%%!
of text messages are !
opened which 83% 1 hr!
32
Mvo bile: key channel!
4.1 bln !
Mobile Phone !
worldwide !
SMS 68.7%!
Frequent text !
users!
74% smartphones owners use location based services!
47% want to receive mobile coupons from retailers based on their
location!
91% of adults have their mobile phones within arm’s reach 24/7!
!
Location-targeted campaigns: forecast ad spend of $5.8 bil by
2016!
74%!
smartphones owners !
use location based !
services.!
!
47%!
% want to receive!
mobile coupons from !
retailers based on !
their location!
!
91%!
of adults have their !
mobile phones within !
arm’s reach 24/7!
!

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What’s next?!

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Resources!
ZMOT video!
http://youtu.be/g40rrWBx2okJourney!
ZMOT multiscreen studies
http://www.thinkwithgoogle.com/research-studies/the-new-multi-screen-world-study.
html
CAPGEMINI&MIT study!
http://www.capgemini.com/resource-file-access/resource/pdf/
The_Digital_Advantage__How_Digital_Leaders_Outperform_their_Peers_in_
Every_Industry.pdf
ICANN !
http://ntldstats.com !
MEME!
www.eternalmoonwalk.com
DATA SOURCES!
www.socialmediab2b.com
www.dailybreakmedia.com
www.bluespiremarketing.com
www.factbrowser.com/tags/location-based_services
www.mediabistro.com/alltwitter/vine-facts-tips-b48833

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Luisella Giani!
luisella.giani@gmail.com!
@luisella! luisella.giani! linkedin.com/in/luisellagiani!