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TLT LLPTLT LLP
Social Media:Changing the face of business29 September 2011
TLT LLPTLT LLP
WelcomeAndrew Webber, Partner. TLT
TLT LLP
Agenda
• 6.30pm Welcome
• 6.35pm Drew Benvie, MD 33 Digital
• 7.00pm Chris Underhill, CEO iVoucher
• 7.35pm Q & A
• 7.45pm Closing remarks
• 7.45pm Networking with interactive demos
• 9.30pm Close
TLT LLPTLT LLP
Drew Benvie, MD 33 Digital
The influence of social media September 2011 // Drew Benvie, Hotwire Group
The impact of information on business
Image courtesy of The Economist
The impact of social media on trust
http://www.economist.com/node/15351002?story_id=15351002
Advertising
Public relations
Web design
Search engine
marketing
Branding
Direct response
Social
A converging set of disciplines
http://www.flickr.com/photos/pswansen/147322966/
Brands and the water cooler
Big audiences
http://www.flickr.com/photos/wishymom/5663945
20/
Permission to talk to the audience direct
Like coverage in magazines
http://www.flickr.com/photos/luismontemayor/2493393761/
i.e. not necessarily through old media
The new influencer
Blog
The impact of social media
Facebook has 750m active users. 300m log on every day
Average age of Facebook user = 38
Anne Krum is the oldest, age 105
Facebook users are mostly women
63% women
50% of mobile web traffic in the UK is for Facebook
Businesses talk to people (prosumers). People are on Facebook.
Fans that follow then become customers.
Twitter isn’t remotely new
http://www.flickr.com/photos/25541021@N00/3819908425/
Although it caught some out...
It isn’t hard to understand
Twitter insights are... insightful
‘influence’ isn’t hard to achieve
http://www.flickr.com/photos/25541021@N00/3819908425/
Twitter trends are powerful
http://www.flickr.com/photos/25541021@N00/3819908425/
And some learn the hard way
http://eu.techcrunch.com/2009/12/19/as-hundreds-of-eurostar-passengers-languish-eurostar-ignores-twitter/
LinkedIn has 100m active users
LinkedIn is more social...
...than how you remember
Images courtesy of LinkedIn
24m users in Europe42m in the US
The UK is Euope’s biggest community by 3x
It’s all about groups
What is location based social networking?
Image courtesy of Foursquare
Image courtesy of Foursquare
How are brands being discussed?Image courtesy of Foursquare
A world apart...Image courtesy of Nielsen
What are brands currently doing
As a brand, either you’re a place
You add value to places
You are at places
What are brands currently doing
As a brand, either you’re a place
Image courtesy of Foursquare
The opportunities for brands
Engage the new audience
Gain valuable insights
Protect and manage reputations
Coca Cola: Recycling King
10,000 recycling bins on Facebook Places
http://digitallife.today.com/_news/2011/06/21/6909332-coca-cola-greens-up-on-facebook-places
McDonalds: Foursquare vouchers
33% increase in footfall in one day
http://www.businessinsider.com/huge-mcdonalds-loves-foursquare--wheres-facebook-2010-9
Dose Espresso: Rewards
Rewarding loyalty with minimal spend
http://digital-examples.blogspot.com/2009/11/marketing-on-foursquare.html
Getting products talked about... ...by the right people
Creating a community
Re-thinking how to talk to customers
The pitfalls?
Brand reputation
People reputation
Your new route to market
“Each Facebook
fan drives 20
extra visits to
your site”
Hitwise, June 2011
“A fan on
Facebook spends
$72 more than
average”
Syncapse Research, June 2010
Likes drive interest, fans and loyalty
Twitter conversion rates can
range from 6-20%
...the elephant in the roomhttp://www.thevalueengineers.com/wp-content/uploads/
2009/10/banksy-elephant-in-room1.jpg
The leaders of tomorrow have tuned out of old media
http://www.nytimes.com/2008/07/27/books/27reading.html?partner=rssuserland&emc=rss&pagewanted=all
Chris Underhill, CEO iVoucher
©iVoucher 2011
Social Media: Changing the face of business
28 September 2011
Chris Underhill – CEO iVoucher
©iVoucher 201116/06/2011
The Agenda…
• What do Entrepreneurs need from NED’s?
• Social media has changed the marketing technology software market forever !!
• The power of social media as a business driver - social voucher company iVoucher
• Top 10 Recommendations to improve business performance through marketing technology - What and the Why!!
• …
©iVoucher 201116/06/2011
Chris Underhill
• Expert in the marketing technology and e-commerce sector, having spent over 10 years building an international marketing technology company, smartFOCUS, from national start-up, through venture funding, to initial public offering. Sold June 2011
• Experienced, results-oriented entrepreneur and senior executive with over 25 years of experience in high growth private and public international software and IT companies
• Proven fund raiser with strong investor and advisor relationships, successfully raising capital from angel, venture capital funds, institutions and a public market flotation on the LSE AIM
• Today;– CEO of social voucher company, iVoucher, a Highgate Tech Fund start-
up– Director of software development and consulting company, VistaCloud
Ventures
©iVoucher 201116/06/2011
Advisors 2000 2001 2004 2005 2006 2008 2011
Situation MBO Capital Raise
LSE IPO, AIM
Acquisition, France
Acquisition, UK
Acquisition, USA,
Business Restructur
e
Trade sale
Investors Angel VCT VCTInstitutional Retail
Family Fund
PRIVATE PUBLIC£1 £25m
smartFOCUS Evolution
A leader in marketing software that makes it easy for
marketers to optimise results
using insight and multi channel communication
©iVoucher 201116/06/2011
The Agenda…
• What do Entrepreneurs need from NED’s?
• Social media has changed the marketing technology software market forever !!
• The power of social media as a business driver - social voucher company iVoucher
• Top 10 Recommendations to improve business performance through marketing technology - What and the Why!!
• …
©iVoucher 201116/06/2011
Why NED’s?
• Improved Board Conduct• They've Seen It All Before• It's Not Always What You Know• They Look At The Big Picture• They Are Not Afraid To Be Honest• They Bring Out The Best
16/06/2011 ©iVoucher 2011
©iVoucher 201116/06/2011
What’s needed from NED’s
• L;kj
16/06/2011 ©iVoucher 2011
Characteristics(faces, features,
appearances, individualities)
Attributes(qualities, traits, aspects, powers,
points)
Skills(abilities, talents,
expertise, services)
Open Decide dispassionately
Ability to synthesize
Straight forward Sound in judgement
Critical thinking
Transparent Inquiring mind InitiativeResponsive Question
intelligentlyCommunication
Consistent Debate constructively
People management
Patient Challenge rigorously
Listen sensitively
©iVoucher 201116/06/2011
The Agenda…
• What do Entrepreneurs need from NED’s?
• Social media has changed the marketing technology software market forever !!
• The power of social media as a business driver - social voucher company iVoucher
• Top 10 Recommendations to improve business performance through marketing technology - What and the Why!!
• …
©iVoucher 201116/06/2011
Technology enables marketing to perform in a complex digital and social media age
• Reach• Scale• Relevancy• Timeliness• Innovation• Agility• Measurability• Efficiency• Productivity
Technology enables consumers to reduce the complexity of communication and commerce, making life a lot harder for marketing!!!
What does technology do for marketing?
16/06/2011 ©iVoucher 2011
©iVoucher 201116/06/2011
Marketing exploit technology
16/06/2011 ©iVoucher 2011
18801890
1950
1990
2008
©iVoucher 201116/06/2011
Media & Channels
16/06/2011 ©iVoucher 2011
InternetSmart phones
Social networks
Telephony
TV / DTV
Print/Mail
Radio
= SOCIAL
= TRADITIONAL / DIGITAL
DisplaySearch
In-store / POS
THE GOAL
CONTINUOUSLY
ORCHESTRATE CUSTOMER DIALOG AND
VALUE OPTIMISATIO
N
©iVoucher 201116/06/2011
Years to Reach 50 million users…
Source: Socialnomics, Morgan Stanley
Radio38 YEARS
TV13 YEARS
Internet4 YEARS
+100 million users in less than 9 month
1 billion downloaded apps in 9 month
4 YEARSMobile Internet
2 YEARS
©iVoucher 201116/06/2011
Social Media Around the World 2011
16/06/2011 ©iVoucher 2011
7 billion People in the world
>1 billion Social network
users
2 billion
internet users in the world
©iVoucher 201116/06/2011
Reach and Frequency
16/06/2011 ©iVoucher 2011
>600 million people usesocial networks at least daily
©iVoucher 201116/06/2011
Not just about marketing!
• 62% of small companies are using social networking in everyday business
• 92% of small businesses who use social networking do so to keep in touch with existing customers
• 78% of small businesses who use social networking do so to find new customers
• 51% of companies use social networks for customer support improvement, up from 36% last year
(source: Really Simple Systems April 2011 / Econsultancy / cScape 2011 Customer Engagement Report)
16/06/2011 ©iVoucher 2011
©iVoucher 201116/06/2011
Top Networks in Europe
16/06/2011 ©iVoucher 2011
Facebook Twitter MySpace LinkedIn4%
20%30%
68%
27%
59%52%
19%
7%
5%10% 2%
62%
16% 9% 11%
Facebook Twitter MySpace LinkedIn
Aware and current memberAware and once a memberAware, but no memberNot aware
Awareness 96% 80% 70% 32%Membership 62% 16% 9% 11%
Increase usage (top2%, 1-5) 29% 31% 12% 37%Network size (av no. contacts) 133 59 84 57Log on frequency (at least daily) 58% 37% 11% 12%Log on duration (av minutes) 37 21 15 10Ever deleted a person from contact list 50% 34% 36% 12%
Base: Social networkers
Base: Members of this network
©iVoucher 201116/06/2011
Membership Profile
16/06/2011 ©iVoucher 2011
Male 47% 55% 51% 56%Female 53% 45% 49% 44%Age
15-24 24% 30% 33% 15%25-34 25% 25% 26% 24%35-54 35% 30% 31% 43%55-99 16% 14% 11% 18%Smartphone
Smartphone user 43% 58% 46% 59%Working situation
Employed 58% 58% 54% 72%Student 13% 17% 18% 8%Not working 29% 26% 28% 21%
Facebook Twitter MySpace LinkedIn
Women typically outnumber men on social networks — women make up 53% of Facebook users and 49% of MySpace users. However, a majority of LinkedIn members (56%) and Twitter users (55%) are men.
Gender
Age
Smartphone
Working situation
Source: Insigth Consluting 2011N Europe = 5613 / F = If member of social network(s)
0% 25% 50% 75% 100%
Q : Why does a person belong to your network?
...we have been friends, neighbours, classmates, etc. since our childhood
...we work(ed) together
...we have the same friends offline
...we have the same friends online
...we originate from the same region / location ...(s)he invited me to belong to his/her social network
...we have the same hobbies
...we work in the same sector
...we share the same education
...we share the same kind of humor
...we have the same political ideas, ideologies, etc. ...we are/were both in the same youth movement
...we use the same products / services
...we have the same personal style
...we love the same brands
...(s)he's a celebrity
...(s)he's an opinion leader
EuropeWestNorthEastSouth
Europe regionsEurope
Connections are driven by close, offline, personal relationships.
71%
59%
46%
43%
37%
37%
34%
31%
27%
23%
17%
16%
12%
10%
9%
8%
7%
Why connect with other people on social media?
Source: Insigth Consluting 2011N Europe = 5613 / F = If member of social network(s)
**
***
©iVoucher 201116/06/2011
Mobile Commerce
Payment initiated by a phone for a transaction at a physical point of sale or online will total over $750 billion worldwide by 2015
(source:GigamoPro Aug 2011)
16/06/2011 ©iVoucher 2011
©iVoucher 201116/06/2011
Marketing technology changed forever - in a decade…
16/06/2011 ©iVoucher 2011
Mass Marketing• Large segments• Single
– channel– media– message
• Push• Qtr/Monthly
data
Social Marketing• Individuals
– cohort• Multi
– channel / media• Personalised• Continuous &
automated• Real-time data
©iVoucher 201116/06/2011
The Agenda…
• What do Entrepreneurs need from NED’s?
• Social media has changed the marketing technology software market forever !!
• The power of social media as a business driver - social voucher company iVoucher
• Top 10 Recommendations to improve business performance through marketing technology - What and the Why!!
• …
©iVoucher 201116/06/2011
Socially Enabled Business
16/06/2011 ©iVoucher 2011
• 3 Year old company– Fastest Growing Company Ever
(Forbes Magazine 2010)
• 45 countries• 50 million subscribers• Nearly 10,000 employees• Raised over $1bn• 2011 revenue
– Q1 $644.7 million – Q2 $878 million
• Planned circa £19 billion floatation Oct/Nov
• Local marketing– Connecting merchants and
customers locally – Sales led merchant engagement,
across multi category– Leverage social media and
technology led marketing
©iVoucher 201116/06/2011
Local with Social
16/06/2011 ©iVoucher 2011
• Groupon Daily Deals– Voucher offering 50-90% off
• Over 40 categories– Collective Buying
• Gaming theory• Deal On!!
– Social media integration• Facebook / Twitter• £££££ to sign up your friends and family!!
• Groupon Now– Location based mobile service– Merchant enabled
• Groupon Getaways– Travel
• Groupon e-commerce?
• Web
• Mobile
• Social Network
©iVoucher 201116/06/2011
Socially Enabled Business
16/06/2011 ©iVoucher 2011
• Launch May 2011– Restaurant, bars, clubs
• 250,000 subscribers• <200 restaurants• 10 employees• Raised over £1m• Rollout from Dec 2011
– UK Restaurants– Int. Restaurant– Multi Category– White label
• Micro local marketing – Self service software putting
merchant in control of customers and consumer engagement
– Merchant brand led, integrating data capture, email and sms communication and payment processing
– Leverage social media, tracking friends and family referral
– Subscriber distribution via web site / mobile app / search marketing and affiliate programme
– Subscriber engagement via Top Daily Deal email
©iVoucher 201116/06/2011
The Agenda…
• What do Entrepreneurs need from NED’s?
• Social media has changed the marketing technology software market forever !!
• The power of social media as a business driver - social voucher company iVoucher
• Top 10 Recommendations to improve business performance through marketing technology - What and the Why!!
• …
©iVoucher 201116/06/201116/06/2011 ©iVoucher 2011
What? Why?1) Identify an owner for marketing technology
no leadership equals no advantage
2) Integrate social, digital and traditional marketing resources
they will learn and innovate
3) Build a customer engagement plan
it’s here to stay
4) Integrate data to support single integrated customer view
mission critical
5) Make marketing analytics important, not reporting
drive relevance through insight to get results
Improve business performance through marketing technology…
©iVoucher 201116/06/201116/06/2011 ©iVoucher 2011
What? Why?6) Deploy marketing technology delivered as a service
progress faster, achievable and affordable
7) Make measurement and attribution a priority
it underpins on-going investment
8) Embrace and integrate mobile it will be the tool of choice for consumers
9) Be first to deliver on Privacy and grow customer trust
legislation threatens web commerce
10) Multi-channel integration ask your customers!
Improve business performance through marketing technology…
©iVoucher 2011©iVoucher 2011
Questions?
Closing remarks
TLT LLP
Introducing the TLT team
• Technology & Media
• Corporate
• Employment – Pensions & Incentives
• James Watts – QR Tags demonstration
TLT LLP
Introducing the Moon Consulting team
• Vanessa Moon
• Shaun Durham
• Peaches Goulding
Thank you
