Financial Times- The Rise of 'Show Me Myself' Digital Marketing

Financial times
Lunch & Learn: 05.03.13

The Rise of 'Show Me Myself' Digital Marketing.
Bringing People, Social and Mobile Together...

© Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential

Thursday, March 7, 2013

Agenda

What do (Real) People Want?
What’s (really) driving this?
How do we need to work?



QUIZ!
Some questions and some answers...




MOST EU GOOGLE SEARCHES?


MOST HOURS ONLINE?

UK SMARTPHONE PENETRATION?



WE drive brand
engagement through the
CREATIVE
application
of Content & technology



TECHNOLOGY SOCIAL

INSIGHT

LESS FINANCIAL RISK, MORE CREATIVE PRECISION, AWESOME RESULTS



Our clients drive the social web
... and harness it

LONDON

NEW YORK

SAN FRAN



WHAT DO (REAL) PEOPLE WANT?
In their shoes...



CREATING EXCHANGES OF VALUE AND MEANING: MASLOW’S HIERARCHY OF NEEDS...

HUMANITy’S main GOALs:
PERSONAL life MEANING,
inter connections AND IMMORTALITY
OR...


Read: http://bynd.com/blog/beyond-digital-trends-and-
branded-content-9-the-magic-of-show-me-myself- Thank you @Mediaczar : )
interactive-marketing/

See also:
Intel - museum of me
DHL - Facebook memories
Expedia - find yourself



Creating Exchanges of Think: Social Capital!

Value & Meaning Make people HEROES!

Mrs Entertainer, Mr Smart, Ms Generous,
Head of Being Funny VP of Being Really Useful Director of Helpfulness
The first person to share that amazing gizmo The first person to share that promo for
The first person to share that
for calculating mortgages or the lead article money off something really useful; likes to
must-see meme: usually a video or
from The Financial Times (or the infographic) posts lists of good things to do; plus
a picture
amongst colleagues motivational Facebook stuff.



Create opportunity cost

MISSIONS
What’s the personal ROI?
Is it easy / hard?

attention
empathy Can I be bothered
to view/participate? ADVOCACY
Is it in line with
my personal values? Is it good enough
to share with friends?

personal value

Will this enhance my
personal brand/network?



Social Engagement

It’s Not about

You Brand agenda... Their agenda...

VERSUS
It’s all about

THEM
1. social insights define strategy
2. it’s about them, not you
3. sharing = activated by self-interest


Locating Cut Out

Value Exchanges
& Keep

BOREDOM ENTERTAINMENT
Show Me
PRODUCTIVITY My Best Self... KILLER APPS

CULTURAL NEEDS BIG IDEAL/MISSION BRAND’S BEST SELF

FRUSTRATION Solve my problem... HELP/UTILITY

DISCOVERY TOOLS/CONTENT



SUPER SIMPLE EXAMPLE: GOOGLE Case
Study
EMAILINTERVENTION

795,000 interventions to date


EXPANSIVE EXAMPLE: TOPSHOP Case
Study
FUTURE OF THE FASHION SHOW

Catwalk Modelcam
Hangout with the team
Photobooths
Create your own season


MY FAVE EXAMPLE: DOLLAR SHAVE CLUB Case
Study
STOP BUYING SHAVE TECH YOU DON’T NEED



DISRUPTIVE EXAMPLE: NETFLIX Case
Study
HOUSE OF CARDS

Commissioned by data
No waiting: watch all you want
FastCo: “They have the data to know exactly
what type of shows their subscribers are
most likely to want to watch...”


WHAT’S (REALLY) DRIVING THIS?
Change and trends...



Quantifying Future Trends
in Online Sharing
THE In five years, where will consumers be sharing content
online, and why? What types of content will be shared
most? How will consumers be sharing branded content?
And, what will make something share-worthy in the
future?
OF sharing These are all important questions, and using data as a
guide, the answers become within reach.



facebook sharing
10000%

7500% usage
Frequency
+ of logins

rate of
activity on 5000%
facebook
2500% sharing
Through
Facebook

0%
LESS THAN 3-6 6-12 1-2 2+
THREE MONTHS MONTHS MONTHS YEARS YEARS

age of
facebook
© Copyright 2012 Beyond. All rights reserved. Private and Conﬁdential account

the seven types of social sharer Cut Out
& Keep

ALTRUISTS SELECTIVES PASSIONATES CONNECTORS TRENDSPOTTERS PROVOCATEURS CAREERISTS
share share share share to share because share share
because they because it’s because they inspire it shows other because they because it
want to help relevant to a share a socialising they are on want a helps them in
friend passion with with friends top of what’s reaction bussiness
someone else new

39.6% 26.1% 16.7% 7.9% 5.6% 2.6% 2.5%
of social of social of social of social of social of social of social
sharers sharers sharers sharers sharers sharers sharers



future sharing activities Cut Out
& Keep

Offline social experiences will be brought online, growing the volume of shared content
focused on daily achievements and personal milestones.

WHAT WILL
PEOPLE 43% 30% 28% 27%
SHARE IN THE
FUTURE?

personal travel ticket CHARITABLE
milestones plans purchase DONATIONS

The percentages above reflect the proportion of people who indicate their preference to share these activities.



Research/Time intensive;
specialised knowledge
high
- Less frequently
purchased
VERSUS - Bought more frequently
- Less Costly
- More complex - Usually bought with a
- Expensive in nature minimum amount of
- Requiring more time thought and effort

low
and effort in the less
research phase

Impulse buys; social



4:1 50% 46%
new device of all of all
ratios mobile mobile
By 2016 usage usage

mobile to PCs mobile at home Mobile ‘Me time’



Content Profiling:
Cut Out
& Keep

‘LEAN FO
RWARD’ High
70%
Goal : Acqui
sition!!
Attention
Low
Big Content

30%
of ‘mobile me’ time

‘LEAN BA
of ‘mobile me’ time
Attention Goal: CK’
Small Content Engage
ment!!



Data privacy public sharing Self improvement innovation

2% 8% 45%
More
new privacy attitudes
Less
Than Only than new sharing attitudes
new value exchanges
of all users talk of all users discuss of all users, use New opportunity for
about privacy public data sharing these apps for ‘self tracking’ in new
behavioural change lifestyle apps



1.Brands are
becoming
publishers

2.Brands as a Customers who
utility engage in content buy
more from us and are
worth more to us…



20% of time online is spent on social media sites

58% on news sites and blogs



three types of customers Cut Out
& Keep

1 The Well Served 2 Underserved 3 The Not Served
➡ Know what they want ➡ Don’t know what they want ➡ Apathetics, avoiders
➡ Maximisers ➡ Validators ➡ The majority of consumers
➡ Self-directed ➡ Driven by a need state ➡ No time or effort for saving
➡ Financially savvy ➡ Emotional triggers important

needs needs needs

➡ All the facts on the products ➡ Help and guidance, contextual to ➡ To be pushed into action
with user defined filters their life-stage or need-state ➡ Make people aware of financial
➡ Time savers (such as saved ➡ Personalised help ‘Know Me’ issues related to life events
data and preferences) ➡ Reassurance (‘Right product for
me’) reduce perceived risk



Flow Cut Out
& Keep

PERSONAL STREAM CONTENT USER STATE

Consume
!  Bite-sized/visual
!  Not actively considering
!  e.g.
TIMELY
!  Well served !  Competitions
RELEVANT
!  Videos
!  Under served ACTIONABLE
!  Infographics
!  Not served VALUABLE
Social SHAREABLE
Graph “Lean-forward”
!  Consideration/post-purchase
!  Transactional/Informative
!  e.g.
!  Forums
!  Influencer content
PERSONAL FILTERS !  Tools/guides

Interest Knowledge
Graph Graph



Case study: Amex open forum Case
Study

Ideas hub Content syndication:
Business owners contribute to blog on syndicates/ licenses branded content to
topics including marketing, innovation, other sites
money and technology
Sponsorship:
Network: sponsors small business communities,
Connectodex is a private social network events, contents Exclusive benefits:
for approved business cardholders products and services for approved
cardholders
Content as a service:
practical tips, ideas, expertise and case Social channels:
studies Twitter, LinkedIn, Facebook

Content curation:
Features content from top business
related blogs such as Mashable,
Sethgodin.com and blog posts by
influencers



Amex open forum success
2007 2008 2009 2010 2011
OPEN starts Content from 7 Site Re-design OPEN Forum Over 200
live events and big-name Small and major becomes the contributors and
a site to house Business scale of most visited SB growing, OF is a
video footage writers functionality site on the web leading resource
and content for Small Business

Launch 425k page views 5.1MM page views 10.5MM page views Continued Growth!

➡85% of traffic comes through non-paid sources
➡ Readers share with their own social graphs bring back more visitors
➡Earned traffic generated through OPEN Forum sharing saves marketing costs

Which gives AMEX a ready made audience for products and services and a vehicle for
customer research and product testing



The Metrics: Marketing Efficiencies
85% of traffic comes
Readers share with their own
social graphs, bringing back
through non-paid sources more visitors

Earned traffic generated through OPEN Forum sharing saves marketing dollars



Amex open forum learnings

“Brands are welcome as facilitators: American Express' role in OPEN Forum is as a
provider of information, a discussion space, access to experts, etc.

Build for social to achieve scale: OPEN Forum is built off of Facebook and leverages social
tools

Reciprocal altruism works: If you give something away and are authentically not
expecting something in return, you end up getting much more back in return (i.e. brand
loyalty, which increased as small business owners used OPEN Forum)”

Scott Roen, American Express' VP of digital marketing and innovation



HOW DO WE NEED TO WORK?
Bringing it all together...



USER GOOD
CENTRIC MEANS
RESEARCH
CONVERSATION
ANALYSIS WEB ANALYTICS

STAKEHOLDER
INTERVIEWS USER
USABILITY
SEARCH
DATA

IDENTIFY NEEDS
DEVELOP PERSONAS


BEST PRACTISE: GOOGLE Read
More...
AGILE CREATIVITY



BEST PRACTISE: FACEBOOK Case
Study
OSCARS 2013

65.5m Facebook
interactions
x3 times more
than 2012



CONCLUSION
What’s the score?



We Need: Cut Out
& Keep

Smarter data
Smarter technology
Smarter Content
Smarter processes


Future, NOW!
FT/Oracle ‘Databoard’



THANK YOU
for your
time
contact us
Roger Warner Nick Rappolt Charlie Lyons
Partner Partner Director

+44 (0)7921 777933 +44 (0)2079 086541 +44 (0)2079 086565
roger@bynd.com +44 (0)7956 805705 +44(0) 7540 686704
nick@bynd.com charlie@bynd.com



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