The document discusses various digital trends including the growth of social media and mobile apps, how brands are using digital platforms to promote themselves through storytelling and engaging content, and tips for how brands can better connect with and understand consumers in the digital space through personalized, targeted, and measurable approaches. It provides examples of how companies like Coca-Cola, Google, and Twitter are leveraging digital and social media to build their brands and engage audiences.

1. Everything goes digital

3. DNA:
Digital Network Architecture

4. Trends and directions
• Gaming Industry
• Video Storytelling : Bing
– fighting through searching engine clutter
• Social Media. Facebook – now available statistics
• Liquid & Linked (Coca-Cola)
• Mobile Apps: focus of tomorrow
– Foresquare – наше все
– Shopping Eager Stimulating at glance
• Google: the most loved & successful brand
• Digital-based Brands promotion: Cases for the most
curious on request

5. Games: as real as reality
• Where Ex-TV Audience is gone?
• 15 M hours of online gameplay worldwide is served
• Everybody plays video/pc/online/phone/playstation games of
different quality
• Gaming Industry: reality changed to virtuality
• High engagement & concentration, WOM
• Ukraine opportunity: Football games 2012

6. Powerful Stories: Liquid & Linked
• Approach to Consumer‟s Messaging: Mass-segmenting messages-content, one-
to-one marketing
• Worldwide: equal number of TV sets & Computers (1,5 B vs. 5 B mobile phones)
• NOW – Power of network consumers changes everything
• Social Media
– Celebrate the message of Community. Let it flow
– Accepting their rules
– EXPRESSIONs vs. IMPRESSIONs (No point of engagement)
„Like‟ is important
but „Share‟ is much more important
vs.

7. The real efficiency
Coca-Cola Views
146 MM
26 MM
Impressions
CC Created
120 MM
Expressions
Consumers‟ Created

8. Liquid and Linked LANDSCAPE
INNOVATE PAID
ACTIVATE OWNED
INTEGRATE SHARED
ENGAGE EARNED
STORYTELLING CONTENT

9. Social Media Playing Rules
When you decide “.com” vs. “facebook”
• Fuel Their Passion
• Listen Carefully
• Let your brand GO
• Emotionally Based & Really HONEST
Conversation
• Frequency is important, but QUALITY is Crucial

10. Top activities Worldwide
• Likes
• Wall Posts
• Custom apps
• Check-ins: When people use Facebook Places to check in to a
location, that information can be displayed in an advertisement

11. Digital Future: Mobile. Connecting with consumers in the real world
Making Mobile Work for Your Brand: Five Expert Tips
• Get data
– "What you think you know about your users is
wrong, and you won't know until they tell you. So why
waste time?"
• Know what your consumer wants
– "Why should I stand in line in Starbucks, when I order
the same thing every time?"
• Gratify. Instantly (вознаграждать мгновенно)
– Bump: simply by touching handhelds
– Bumping – even easier than share through facebook.
Join Brands‟ list
• Go Global: (Bump & Foursquare) top developing Hong
Kong, Korea
• Move First: getting customers a few years from now will be
more difficult
• Shopping stimulation is NORMAL. Bringing up the culture

12. The really loved Brand
Tips
• Multi-media support (TV, OOH, any other the most effective in this
country medium
• Awareness for new up-to-date tools and technologies, which in
turn builds the brand
– Japan: find displaced people. TV Ads. 600 K used
– Egypt: Google created Speak to Tweet to allow citizens to
communicate on Twitter via voice calls after the internet was shut
down
• European Countries still require traditional mediums support
– Chrome: in the Europe: print and outdoor campaigns, TV ads in
Brazil, the Czech Republic and Germany

13. Personalizing& Socializing!
• We are big believers that life
will be better for you if you
can move from your laptop to
your phone tablet and your
TV and the experience is the
same. I can make any
computer mine by doing that
• Wilderness downtown
• Google Art

14. Targeted & measurable
• Geo-relevance
– available in 210 cities in the U.S. and more than 100
countries
• Follower Dashboard -helps brands get to know their
Twitter customers who – statistics!
• “It's difficult to figure out the price of a Promoted Tweet
or a Promoted Account, which is also priced on a cost-
per-engagement basis, but measured by follows

15. On request: Cases!