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Benieuwd naar de middelen content en de juiste mediamix om je als reisorganisatie te onderscheiden van concurrenten, loyaliteit te creëren en een relatie op te bouwen met je klant?Check deze presentatie of neem contact op met Thecla.Thielemans@lbi.com
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inspiratie
Wednesday 11 January 12 Wk
vandaag
Wednesday 11 January 12 Wk
the importanceof a relevant story
Wednesday 11 January 12 Wk
me
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I want
to seethe world
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Wednesday 11 January 12 Wk
Thecla ThielemansLBi Branded Content
@Thecla020LBi The Netherlands
Wednesday 11 January 12 Wk
A global marketing and technology agency, blending
insight, creativity and technology to create
business value.
Wednesday 11 January 12 Wk
26 offices in 16 countries
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We built one company
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LBi Branded ContentAMSTERDAM - LONDON - NEW YORK
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what happened?
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Wednesday 11 January 12 Wk
Campaign Campaign Campaign
Bought BoughtBought
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Earned
BoughtEarned
BoughtEarned
Campaign Campaign Campaign
Bought
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Campaign Campaign Campaign
Owned
EarnedBought
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What’s your story?
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Do I like you?
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YoutubeFacebookHyvesLinkedInTwitter
6.161.5004.979.0004.854.5002.962.5002.489.000
Bron: Newcom
Nederland
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Zo’n 44% van deFacebook gebruikers gebruikt het sociale
netwerk elke dag.
Bron: Newcom
Nederland
Wednesday 11 January 12 Wk
72% van alle socialnetwork gebruikers raadpleegt dagelijks
meerdere social media accounts terwijl
ze op reis zijnBron: Tripl
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It’s not just young people using social networking anymoreIt’s everyone
Bron: comScore Media Metrix
Wednesday 11 January 12 Wk
Bron: Focus.com
Wednesday 11 January 12 Wk
Gemiddeld besteden fans 78 dollar meer dan niet fans.
Bij fans is de kans op een vervolgaankoop 28% hoger.
Bij fans is de kans op het aanraden van een product aan
vrienden 48% hoger.Bron: Focus.com
Wednesday 11 January 12 Wk
Germany 18.81m
47%
38%
32%
Brazil 33.49m
54%
51%
34%
Mexico 12.80m
52%
63%
37%
Spain 10.10m
47%
45%
36%
USA 114.55m
51%
51%
20%
Canada 11.72m
54%
43%
26%
UK 19.27m
44%
40%
28%
The Netherlands 6.30m
45%
42%
18%
Poland 12.03m
48%
46%
26%
Italy 12.66m
38%
49%
36%
China 155.29m
47%
53%
34%
Russia 26.06m
56%
62%
46%
Japan 13.66m
16%
16%
8%
South Korea 10.93m
23%
33%
11%
Philippines 14.43m
60%
73%
46%
Indonesia 18.93m
57%
66%
52%
Singapore 1.96m
48%
57%
32%
Australia 7.05m
50%
48%
27%
Malaysia 11.50m
54%
63%
41%
Hong Kong 2.56m
39%
56%
33%India 35.08m
50%
64%
49%
France 15.92m
57%
45%
28%
Global Map of Social Networking 2011
About the MapThis shows the universe size of active social networkers for each market and then segments users into three behaviour types: Messagers, Groupers and Content Sharers. This behavioural data is based on a number of detailed questions we conduct into the way that consumers use social networks. Because social networking is now so big and touches every aspect of our internet experience, this detail is essential for the effective planning and implementation of marketing activity across social networks. This data reveals that users across the world are very different in how they utilise their network, with more focus on messaging and less on content sharing in established markets like the US and UK but more focus on content and groups in fast growing markets like Indonesia and China.
Behaviour Types:active social networkers (millions)
content sharers
joiners and creators of groups
messagers and mailers
designed by rikard.andresen@gmail.com
Find out more /// www.globalwebindex.net/mail /// globalwebindex@trendstream.net
The most detailed study on the consumer adoption of the internet ever compiled:
PC /// Mobile /// Tablets /// TV sets /// Gaming 100K+ surveys a year /// 3 waves a year /// 36 markets
% A
ctive Online U
sers
UK
Canad
a
Russia
Japa
nInd
ia
Netherl
ands
Hong K
ong
USA
Global
Avera
ge
Poland
South
Korea
German
y
Mexico Ita
lySpa
in
Franc
e
Singap
ore
Philipp
ines
Indon
esia
Brazil
Malays
iaChin
a
Austra
lia0%
10%
20%
30%
40%
50%
60%
70%
80%
Global Social Network Penetration
Wednesday 11 January 12 Wk
Mensen bestedenmeer dan de helft
van hun tijdonline met content.
Bron: GotContent.nl
Wednesday 11 January 12 Wk
Bron: GotContent.nl
Wednesday 11 January 12 Wk
2011 was de doorbraak voorvideo op de mobiel. Met meer smart phones en tablets dan
ooit serveert alleen YouTube al 400 miljoen video’s op mobile devices per dag (bijna 15% van
het totaal).
Wednesday 11 January 12 Wk
Wednesday 11 January 12 Wk
LBi Global Content Offering
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onze aanpak
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Engage people with storytelling, by using a
smart media mix, and by making efforts add up
in a continuous process
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Broadcast content & brandingOmroep WNL
Wednesday 11 January 12 Wk
Global Location Based campaignHeineken Trophy Hunt
Wednesday 11 January 12 Wk
Global BMX content platformBMX 24/7 with Endemol
Wednesday 11 January 12 Wk
Conversation & brand storyUS: Honest Tea
Wednesday 11 January 12 Wk
Social roadtrip & brand storyItaly/US: Meltin’Pot Jeans
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aan de slag...
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Wednesday 11 January 12 Wk
Customer journey: voor, tijdens & na
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Emotional stickiness
Dialogue and sharing
Authentic and relevant
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Integrated and optimized
Value in owned media
Build on user insight
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Performance optimization
Growth of customer value
Orchestrated communication
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Storytelling1. Authentic and relevant2.Emotional stickiness3.Dialogue and sharingMedia mix4.Build on user insight5.Use media that people use6.Collect data via owned mediaContinuous7.Orchestrated communication8.Performance optimization9.Return value to the customer
ChecklistAdvertisement1. Superficial tricks and jokes2.Empty messages3.One way talk and promisesMedia preoccupation4.Interrupts what you try to do5.Fragmented and/or absent6.Low ROI bought mediaHit and run7.Silence after the campaign8.Performance left to sentiment9.Customer not taken seriously
Pitfalls
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thecla.thielemans@lbi.com@Thecla020LBi The NetherlandsWWW.LBI.NL
Thank you!
Wednesday 11 January 12 Wk
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