@michaelleander
The Death of Diddly Squat Inspira6on: Make digital work !
Michael Leander > www.michaelleander.me > @michaelleander > #adtechasean > @adtechasean
@michaelleander
80% of digital marke6ng ac6vi6es do not deliver ROMI (Return on
Marke-ng Investment)
90% of social media marke6ng ac6vi6es have nega6ve ROMI
@michaelleander
Why are we so busy reinven6ng the wheel, when we haven’t fixed the basics yet?
@michaelleander
Can the future help you make digital work now?
@michaelleander
Are you in control of this new gigantic challenge ?
Touch
@michaelleander
TTT Things Take Time
o#en 3-‐5 )mes longer than expected
@michaelleander
Impressive crea5ve #fail
@michaelleander
What really decides consumers to buy or not to buy is the content of your adver-sing, not its form. David Ogilvy
@michaelleander
Using humor is fine, but make sure you connect to your core value proposi-on
@michaelleander
Time to take a step back if
you want digital to work
@michaelleander
Your audience is exposed to
6000 adver-sing messages every
single day
@michaelleander The abundance of choices and channels makes your job
much harder
Earning trust is cri-cal Buyers are becoming more and more cau-ous
No more sex on the first date, pla
n
for a da6ng process #adtech
asean
But I am soooo ready !
@michaelleander
Short aOen-on span, loads of intrusion -‐ how do you cut through the cluOer?
Brain junk filter
Do I know you? Do I need you? Can I trust
you?
@michaelleander
Unique passionate emo-onal authen-c focused
interac-ve meaningful…
How do you get into the Mind Box?
@michaelleander
Once upon a -me
@michaelleander
What makes a business successful?
@michaelleander
@michaelleander
@michaelleander
We claim to care about our customers
But have we learned to
walk the talk yet?
Own the customer experience in all channels #adtechasean @michaelleander @adtechasean
@michaelleander
Digital is great for targeted customer interac-ons !
So stop the reach and volume
obsession and start showing you care about your individual
customers
@michaelleander Relevant, 6mely interac6on with customers and prospects on a 1-‐to-‐1 basis. One person at a 6me
@michaelleander
Don’t count the customers you reach – Reach those who count #adtechasean @michaelleander
@michaelleander People are not like you – they are different Meet: Leave me alone Larry & Hold my hand Harry
@michaelleander Meet Hold My Hand Harry
• Not digitally savvy • Needs to have everything explained • Need to talk to a real person
@michaelleander Meet Leave me Alone Larry
• Digitally savvy • 100% self-‐serviced • Rarely talks to real person • Expects you to respond within 3 minutes and 14 seconds in any channel
• “Lazy and therefore loyal”
@michaelleander
Let me ask you a ques-on
Stand-‐up to show your
answer
@michaelleander
Which reads the most words per minute – the eye or the ear?
2.500 words per minute 125 words per minute
@michaelleander
Welcome to the picture economy
We decode the message
quickly and require no explana-on
Selfie 6me – let’s put Adtech on the map • Take a quick selfie
• Hashtag #adtechasean
• Men5on @michaelleander and see what happens tomorrow
Visuals s-r emo-ons in a heart beat
Find a picture-‐editorial style that works in all channels
Hero shots telling stories
@michaelleander
Use humor to demonstrate the benefit of your product
@michaelleander
Pictures and videos can work, but these assets must connect to your core message, s-r an emo-on that lead to an ac-on
@michaelleander
@michaelleander
The Undeserving Boss and the Misguided Staff
@michaelleander
Money Waste is Increasing Every Day – Time for the Death of Diddly Squat
Drive towards your objec-ves first , deadlines second !
See video about being objec-ve driven hOp://www.youtube.com/watch?v=4mxvy_usWz8
If 95% of yo
ur effort is
here, you
are wrong
!
@michaelleander
What can we learn from sales?
Like not like, like AIDA The power of social is in the share leading to
ac-on
AID+LIRA Attention > Interest > Desire + Like – Interaction – Recommendation - Action
Engagement Share is good ac-on counts
Like is NOT a currency, engagements conver)ng to ac)ons are @michaelleander
The power of social is in the share
Page likes 5.000 Organic reach
845
Shared 222 Total reach 23.168 Clicks ? Likes 74
Call to ac5on
The Power of Paper
Mul--‐channel really is mul--‐channel. Across the board 25% of consumers prefer paper over digital in cri)cal stages of the buying cycle
Make the share easy and make it count – from desktops to mobility
Think about -‐ Images -‐ Shared text -‐ How to make the share convert
Pay aOen-on to details & don’t be afraid to experiment, don’t be afraid of failure
Create a culture of experimenta-on
@michaelleander
Unsilo your marke-ng ac-vi-es
Silos
Make
You Suck
@michaelleander
Outsource “hands”, retain “brains” and create
the most efficient ecosystem
with maximum exper6se
@michaelleander
The Bahle of The Agency & The Brand
@michaelleander
What’s all this evangelism
going on about?
@michaelleander
No real common goal
Client goal and approach Agency goal and approach
@michaelleander
Time for the performance based model
A model that starts on top, but
cascades to each individual involved in crea5ng results
It is a winning situa5on. If clients dare and agencies care
@michaelleander
Using Technology to Own the Experience and Increase Share of
Wallet: Focus on things that maOer to your business, not technology itself
@michaelleander
“EasyJet sees 20% upli# in conversions since delivering targeted content on home page”
Richard Levin, Head of CRM easyJet
@michaelleander
“EasyJet has wiped the floor with us, with the website and modest customer [service] improvements” “We can learn from the bits they have done well.”
November, 2013
Michael O’Leary, Ryanair CEO
@michaelleander
Focus on your customers and an6cipate their needs
> An6cipate customer needs > Provide 6mely service > Differen6ate communica6on > Personalize communica6on > Understand preferences
@michaelleander
How Fad Ditching Made Digital Work How ditching fads and using commonsense
might make digital work for you
Don’t ever stop experimen6ng – but do it wisely
@michaelleander
New opportuni-es to interact and get a response from your
audience using QR codes (or not)
@michaelleander
Drink and scan – if you can !
@michaelleander
Scan and download a
book – Vodafone
showed speed and the “how to” at the same
-me
@michaelleander
Reach the right person with the right message at the right 6me – in the the most
effec6ve channel.
@michaelleander
Too much kumbaya going on
Recommended
