Reboot Online
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This document discusses trends in digital media and their implications. It begins by looking at the current landscape of digital media and how the business model is changing. Specifically, it notes that consumers now have a more active purchase journey involving research across various online sources. It then discusses that brands need to focus on influence rather than control online by investing in relationships and trust. The final implication is that the less control a brand has, the greater influence it can achieve through various participatory digital channels.
Reboot Online
- 1. Reboot Online Presented by: Felix Leander
- 2. Today’s conversation Digital Media Current landscape The changing business model Implications Influence vs. Control Privacy Real-time Communications Trends Search Social Mobile Augmented Reality
- 3. >> Digital Media A REFRESH
- 4. What is the biggest change…
- 5. What is the biggest change…
- 6. From passive to active
- 8. How do we filter? Trust…
- 9. This is the old purchase journey Consume Media Personal Referral See Ads
- 10. Today’s consumers have a dramatically different purchase journey Read sponsore View Mash d content trend up a Research fashion product video video Read Pass Social review Upload Update View along e- media pics of profile ad bookmark See Register purchases mail Post a product Ads account blog Talk on /content live chat entry Search Use Join for Visit a Personal visualizat consumer Contribute store to message brand Referral ion tool panel Rate a Shop board via e- product Write a Subscribe Fill out service to a power commerce Embed reviewer survey a Upload Click reviewer pics to through widget Click to Use Sign up Flickr e-mail call express for Read Interact checkout sweep- Read microbloggi with rich expert Read media ad Join a View staker RSS ng message how-to tips feed brand video fansite Browse favorite Review sites Consume a Media review er
- 11. But most important You can be part of the consideration phase and motivate your consumers to complete a purchase… AND THEN Let them talk and market for you…
- 12. Four key thoughts Branding Invest in INFLUENCE Risk is in based RELATIONSHIPS Instead of NOT on Not Control Participating TRUST Transactions
- 13. >> Digital Media CHANGING BUSINESS MODEL
- 14. Who owns social media Source: Econsultancy
- 15. Open to share information… Listening Participation Engagement Corporate Customer Marketing Human resources Communications Service • Content • Campaign • Customer • Work place distribution support loyalty management • Reputation • Conversion / • Problem • Business Management Acquisition solving conduct • Thought • Sales team leadership support • Influencer mapping Social Media Monitoring Social Media Platform Social Media Guide / How to Metrics / Measurement
- 16. Open to share information… Step 1 Step 2. Step 3. Step 2 Step 4. Step 3 Step 4 5. Listen Conduct research Plan Develop roadmap Prepare Participate / Engage Engage Strategy Session: FAQ development (part of Influencer outreach Digital / Social Media social media monitoring) Business objectives Content distribution & Check-up Influencer mapping promotion Products Social media Define audiences / Messages Promotions Search engine markets Content development Social media channel Business Units Social media platform management Website Infrastructure development SEO / SEM Blogs / Micro Digital training Website / microsite Mobile marketing Social Media Monitoring development Social Media Guide Policies and procedures Online crisis preparedness Prioritise digital initiatives Operational recommendations Evaluation criteria / KPIs
- 17. >> Implications CONTROL VS. INFLUENCE
- 18. Digital influence model The less control you have the greater influence you can achieve Blog Response Level of Control Blogger Outreach Discussion Forums Community Participation Level of Risk Social Media Application Online Video Development Corporate Blogs Organic Search Social Media Social Media Search Press Releases Sponsored Search Affinity Linking Blog Monitoring Social Media Mobile Marketing Website Spaces Microsites Online Advertising Ability to Influence / Potential Reward
- 19. Who is in control? “The power is with the consumer. “The power is with the consumer. Consumers are Consumers are beginning, in a very real beginning, in a very real sense, to own our brands and participate in owncreation. We need toparticipate in sense, to their our brands and begin to learn to their creation. We need to begin to learn to let it go…” let it -go…” CEO, P&G Company A.G. Lafley, - A.G. Lafley, CEO, P&G Company
- 20. We have seen…
- 22. I scream, you scream, we all scream…
- 23. Lafley – a man of his word…
- 26. Open to share information… Privacy is the ability of an individual or group to seclude themselves or information about themselves and thereby reveal themselves selectively “Mark Zuckerberg said social norms have shifted and that people had becoming more willing to share information about themselves more widely” – The Economist Jan. 30th, 2010
- 27. Open by default…
- 28. Open by default…
- 30. Six things to consider Professionalism Transparency Accountability Dialogue Alignment Speed
- 31. Domino’s Pizza Two of its employees at a North Carolina franchise would use YouTube to broadcast a rather disgusting video that would severely damage the company's brand. Since the video first appeared, Domino's has quickly stepped up its social media presence in order to regain some positive momentum.
- 32. Did it work… Source: mediaCurves
- 33. >> Trends SEARCH
- 34. Why is search so important? • 92% of journalists use search engines to research companies and stories • 62 million searchers typed the website name directly into the search box (40% of online users) (Nielsen) and most commonly used keyword when searching based on offline exposure (iProspect) • According to Jupiter Research, 75% of search engine users never scroll beyond the first page of results 95% use search engines to investigate purchase decisions *Source:comScore
- 35. Reaching search engine users Search engine users differ on what kind of results they find most relevant: • 60.5% prefer natural results • 39.5% prefer paid results Natural Search Only Paid Search Only Natural & Paid Search Paid Audience not reached Natural Search 60.5% + Search 39.5% Audience not reached = 100%
- 36. Search engines index more than just web sites
- 37. Search – content vs. sentiment
- 38. Search is now ubiquitous
- 39. Search – the future is context Day 1 Day 2 Day 3
- 40. >> Trends SOCIAL
- 41. What do social networks have in common THE CHANNEL OF ME THE CHANNEL OF US PERSONALIZED CONTENT 1 Users provide a basic profile and 2 Friends are an extension of one’s 3 Social apps are a teeming sea of express their individuality by personal brand, so connections user-generated content; each new customizing it with their bio, add value to a user’s profile. addition to a profile spurs responses tastes, blog entries, images, Adding friends drives interactions. from friends and visits to friends’ songs, videos, widgets and pages to return the favor. branded content.
- 42. Social media landscape Type of Rich, multi- 140 character Video, message Business networking Visual content Content boards information media content messages and images Shared Good for Announce Rich, intimate engaging, multi- news, update conversations Rich interaction Conversation faceted made possible is possible; often is generally followers, by medium with leading to in- Types of conversations provide short opportunity for person limited to Dialogue rich with bursts of commentary viewer networking opportunity for information and on images interaction with events or job interaction and share content message boards interviews posted content sharing of interest and ratings
- 43. How are brands participating Build Community / Contribute Borrow Community Add / Extend Features to Existing Site Buy Advertising on a Social Media Site
- 44. >> Trends MOBILE
- 45. Some numbers… Top Five Converged Mobile Device Vendors, Shipments, and Market Share, Q1 2010 (Units in Million) 1Q10 1Q09 1Q10 Market 1Q09 Market 1Q10/1Q09 Vendor Volumes Share Volumes Share Change 1. Nokia 21.5 39.3% 13.7 39.3% 56.9% 2. Research In Motion 10.6 19.4% 7.3 20.9% 45.2% 3. Apple 8.8 16.1% 3.8 10.9% 131.6% 4. HTC 2.6 4.8% 1.5 4.3% 73.3% 5. Motorola 2.3 4.2% 1.2 3.4% 91.7% Others 8.9 16.3% 7.2 20.6% 23.6% Total 54.7 100.0% 34.9 100.0% 56.7%
- 46. Apps…
- 48. An opportunity to create a persistent presence
- 49. Mobile payments becoming easier The worldwide market for mobile payments will grow to $633.4 billion by 2014, up from $68.7 billion in 2009 - Generator Research.
- 51. Not virtual…augmented Augmented reality (AR) is a term for a live direct or indirect view of a physical real-world environment whose elements are merged with (or augmented by) virtual computer-generated imagery - creating a mixed reality. The augmentation is conventionally in real-time and in semantic context with environmental elements, such as sports scores on TV during a match. With the help of advanced AR technology (e.g. adding computer vision and object recognition) the information about the surrounding real world of the user becomes interactive and digitally usable. Artificial information about the environment and the objects in it can be stored and retrieved as an information layer on top of the real world view. (Wikipedia)
- 54. Why bother… Goal Strategies / tactics Metrics Awareness Increase awareness of brand, websites, advertising, word-of- exposure, search visibility, product, issue mouth, blogger outreach, press unique users, page views, releases mentions, in-bound links Engagement Deepen interaction with users to websites, blogs, blogger page views, time spent, blog consider a brand, product, issue outreach, word-of-mouth, press posts & comments, downloads, releases, email, mobile content created, ratings, votes, marketing feedback Conversion Convert users from expressing blogger outreach, email, word- sales, registration, subscription interest to registering, buying etc of-mouth (communities, fan groups), search marketing, mobile marketing Loyalty Motivating people to buy again, websites, email, word-of-mouth repeat purchases, referrals, support and advocate your brand, (communities, fan groups), return users, time spent, product or issue press releases, email content created, ratings, votes, feedback, favorability
- 55. BELEZA @fleander