Reboot Online

Presented by:

Felix Leander

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

A REFRESH

>> Digital Media

What is the biggest change…

What is the biggest change…

From passive to active

So much information…

How do we filter? Trust…

This is the old purchase journey

SeeAds

ConsumeMedia

PersonalReferral

Today’s consumers have a dramatically different purchase journey

Research product

Contribute to message

board

Post blog entry

Upload pics to Flickr

Update profile

Upload pics of

purchases

Sign up for

sweep-staker

Join consumer

panel Rate a product

Embed a

widget

Read expert

tipsJoin a brand fansite

Click to call

Read review

View how-to video

Use visualization tool

Review a

reviewer

Interact with rich media ad

Write a service

reviewer

Read sponsored content

Search for

brand

View ad

Click through e-mail

Read RSS feed

Browse favorite

sites

Read microblogging message

Visit a store

Pass along e-

mail

View trend

fashion video

Mash up a

video

Social media

bookmark a product /content

Subscribe to a power reviewer

PersonalReferral

ConsumeMedia

SeeAds

Fill out survey

Register account

Shop via e-

commerce

Use express

checkout

Talk on live chat

But most important

You can be part of the consideration phase and motivate your consumers to complete a purchase…

Let them talk and market for you…

AND THENAND THEN

INFLUENCE

Instead of

Control

Branding

based

on

TRUST

Invest in

RELATIONSHIPS

Not

Transactions

Risk is in

NOT

Participating

Four key thoughts

CHANGING BUSINESS MODEL

>> Digital Media

Who owns social media

Source: Econsultancy

Open to share information…

Corporate Communications

• Content distribution

• Reputation Management

• Thought leadership

• Influencer mapping

Marketing

• Campaign support

• Conversion / Acquisition

• Sales team support

Customer Service

• Customer loyalty

• Problem solving

Human resources

• Work place management

• Business conduct

Listening Participation Engagement

Social Media Platform

Social Media Monitoring

Social Media Guide / How to

Metrics / Measurement

Open to share information…

Step 2.

Conduct research

� Digital / Social Media

Check-up

� Social media

� Search engine

� Website

� Blogs / Micro

� Social Media Monitoring

Step 3.

Develop roadmap

� Strategy Session:

� Business objectives

� Products

� Define audiences /

markets

� Business Units

� Infrastructure

� Digital training

� Social Media Guide

� Policies and procedures

� Prioritise digital initiatives

� Operational

recommendations

� Evaluation criteria / KPIs

Step 5.

Engage

� Influencer outreach

� Content distribution &

promotion

� Promotions

� Social media channel

management

� SEO / SEM

� Mobile marketing

Step 4.

Prepare

� FAQ development (part of

social media monitoring)

� Influencer mapping

� Messages

� Content development

� Social media platform

development

� Website / microsite

development

� Online crisis preparedness

Step 2

Plan

Step 3

Prepare

Step 4

Participate / Engage

Step 1

Listen

CONTROL VS. INFLUENCE

>> Implications

Digital influence model

The less control you have the greater influence you can achieve

Ability to Influence / Potential Reward

Website

Microsites

Online Advertising

Sponsored Search

Blog Monitoring

Mobile Marketing

Online Video

Corporate Blogs

Social Media

Press

Releases

Affinity Linking

Social Media

Spaces

Blog Response

Blogger Outreach

Discussion Forums

Community Participation

Social Media Application

Development

Organic Search

Social Media Search

Lev

el

of

Ris

k

Lev

el

of

Co

ntr

ol

Who is in control?

“The power is with the consumer. Consumers are

beginning, in a very real sense, to own our brands and

participate in their creation. We need to begin to learn to

let it go…”

- A.G. Lafley, CEO, P&G Company

“The power is with the consumer.

Consumers are beginning, in a very real

sense, to own our brands and participate in

their creation. We need to begin to learn to

let it go…”

- A.G. Lafley, CEO, P&G Company

We have seen…

The winning donut

I scream, you scream, we all scream…

Lafley – a man of his word…

Community in control…

PRIVACY

>> Implications

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

Open by default…

Open by default…

REAL-TIME COMMUNICATION

>> Implications

Six things to consider

Professionalism Transparency Accountability

Dialogue Alignment Speed

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.

Did it work…

Source: mediaCurves

SEARCH

>> Trends

Why is search so important?

*Source:comScore

95% use search engines to

investigate purchase decisions

• 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

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

+ =NaturalSearch

60.5%

PaidSearch

39.5%

100%

Audience not

reachedAudience

not reached

Search engines index more than just web sites

Search – content vs. sentiment

Search is now ubiquitous

Search – the future is context

Day 1

Day 2

Day 3

SOCIAL

>> Trends

What do social networks have in common

PERSONALIZED CONTENT

Social apps are a teeming sea of

user-generated content; each new

addition to a profile spurs responses

from friends and visits to friends’

pages to return the favor.

3THE CHANNEL OF US

Friends are an extension of one’s

personal brand, so connections

add value to a user’s profile.

Adding friends drives interactions.

2THE CHANNEL OF ME

Users provide a basic profile and

express their individuality by

customizing it with their bio,

tastes, blog entries, images,

songs, videos, widgets and

branded content.

1

Social media landscape

Type of

Content

Shared

Types of

Dialogue

140 character

messages

140 character

messages

Announce news, update

followers, provide short

bursts of information and share content

of interest

Announce news, update

followers, provide short

bursts of information and share content

of interest

Rich, multi-

media content

Rich, multi-

media content

Good for engaging, multi-

faceted conversations

rich with opportunity for interaction and content sharing

Good for engaging, multi-

faceted conversations

rich with opportunity for interaction and content sharing

Video, message

boards

Video, message

boards

Rich, intimate conversations

made possible by medium with

opportunity for viewer

interaction with message boards

and ratings

Rich, intimate conversations

made possible by medium with

opportunity for viewer

interaction with message boards

and ratings

Visual content

and images

Visual content

and images

Conversation

is generally

limited to

commentary

on images

posted

Conversation

is generally

limited to

commentary

on images

posted

Business networking

information

Business networking

information

Rich interaction is possible; often

leading to in-person

networking events or job

interviews

Rich interaction is possible; often

leading to in-person

networking events or job

interviews

How are brands participating

Build Community / Contribute

Add / Extend Features to Existing Site

Borrow Community

Buy Advertising on a Social Media Site

MOBILE

>> Trends

Some numbers…

Vendor1Q10

Volumes

1Q10 Market Share

1Q09 Volumes

1Q09 Market Share

1Q10/1Q09 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%

Top Five Converged Mobile Device Vendors, Shipments, and Market Share, Q1 2010 (Units in Million)

Apps…

Geolocation, Geolocation, Geolocation

An opportunity to create a persistent presence

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.

AUGMENTED REALITY

>> Trends

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)

Not virtual…augmented

Not virtual…augmented

Why bother…

Goal Strategies / tactics Metrics

AwarenessIncrease awareness of brand, product, issue

websites, advertising, word-of-mouth, blogger outreach, press releases

exposure, search visibility, unique users, page views, mentions, in-bound links

EngagementDeepen interaction with users to consider a brand, product, issue

websites, blogs, blogger outreach, word-of-mouth, press releases, email, mobile marketing

page views, time spent, blog posts & comments, downloads, content created, ratings, votes, feedback

ConversionConvert users from expressing interest to registering, buying etc

blogger outreach, email, word-of-mouth (communities, fan groups), search marketing, mobile marketing

sales, registration, subscription

LoyaltyMotivating people to buy again, support and advocate your brand, product or issue

websites, email, word-of-mouth (communities, fan groups), press releases, email

repeat purchases, referrals, return users, time spent, content created, ratings, votes, feedback, favorability

BELEZA

@fleander