Worldwide Partners Presentation

Create. Innovate. Relate.
Wednesday, April 20, 2011

Small Numbers Big Numbers


$50 Billion Opportunity
Media Time Spent vs. Ad Spend
39%

31%
28%
26%
OPPORTUNITY
GAP

12% 13%

PRINT TV INTERNET

Source: Morgan Stanley


3%
The small gap between consumer
time spent on TV vs. the Internet.

26%
The media spending gap between
online and television advertising.


3 hours
In 2009 consumers spend 3 hours
watching video on the internet.

650%
Consumers viewed 650% more
online video in 2010 than the
previous year.


4 years
Within four years, more people
will regularly access the Internet
from a mobile device than a PC.

5 billion
5 billion cell phones are activated
worldwide.


$1B
Mobile ad spending grows 80%,
to hit $1 billion in 2011.

$450B
$450 billion total global ad spend,
US $1B spend is not even half of a
half of the 1% of total global ad
spend.


1%
A 99% opportunity. Only 1% of
coupons are distributed online. Yet
online coupons account for nearly
5% of all coupons redeemed.

60%
60% of online consumers now
search for deals digitally before
shopping.


Yada yada yada,
we all get it, social
and mobile are up,
print and the like
are down


The Road Ahead


Introducing the marketing of the future:

1to1toMany

Embrace this concept:
YOU are the least credible person
to be talking about YOUR company


Your
Company


Your Your
Company Customer


The MOST credible person
to be talking about your company

Your Your
Company Customer


+600 Million Users

100 Million Mobile Users

1. China
2. India
3. facebook If Facebook were a country
4. United States it would be the world’s
5. Indonesia 3rd largest
6. Brazil
7. Pakistan
8. Bangladesh

Half of Denmark has an
active Facebook proﬁle
(2.4 million our of 5.4
million total).

70% of Facebook users live outside the
U.S. and the site is available in more
than 70 different languages


Facebook tops Google for weekly traffic in the U.S.


Facebook has become so
popular, psychologists
have identiﬁed a new
mental health disorder:

Facebook Addiction
Disorder


In Australia, Facebook has
inﬁltrated the court system:
•Court notices can be served
through Facebook

•A Facebook summons is
considered legally binding


per month
- sends 8 friend requests
per day

- clicks the Like button 9 times
spends >55 minutes
- writes 25 comments
on Facebook
- becomes a fan of 2 Pages

- is invited to 3 events

- is a member of 12 groups

has 130 friends

The average Facebook user

Your goal is to create and nurture more raving fans.

Every person you add to your Facebook user base = 130 more people

that can become customers and brand champions.


Time for an exercise:

# of Facebook Fans you have:

27



# of friends average Facebook user has:

27



# of friends average Facebook user has: 130

27




Total reach of your Facebook Page:

27


# of Facebook Fans you have: 3,700,000
x

Total reach of your Facebook Page:

27


# of Facebook Fans you have: 3,700,000
x

Total reach of your Facebook Page: 481,000,000

27

Create
Develop transformational
ideas that connect
brands and people.


Innovate
Move beyond the ordinary
to do what’s never been
done before.


Relate
Create real meaning in the
lives of consumers – and
growth for your brand.


REESE’S
Minis launch campaign


Campaign Goals
• Create a campaign for Minis

launch

• Generate buzz leading up to

launch that can translate to
awareness and sales at launch

• Reward brand loyalists by letting

them be the ﬁrst to know


A love story unfolds over the weeks leading up to
launch...


Case Study


Chick-fil-A Facebook Page

What’s on the page: Menu, Store Locator, Downloads,
Photos, Videos, Specials, Product Launches, Store openings

No. of fans: Over 3,700,000

Chick-fil-A was the first restaurant page on Facebook to hit 1
million fans!

facebook.com/ChickfilA


Chicago Premiere Event

• Facebook Fans in Chicago were invited to a
Premiere Event in downtown Chicago

• The event was to kick-off Chick-fil-A
opening locations in the Chicagoland area


Ustream

• Fans on Facebook could watch the
Chicago event live via Facebook-
Ustream

• Chat w/ other fans across the country

• Viral component - fans comments seen
by their friends


Cow Appreciation Day


Countdown to Spicy!

• Limited-release trial locations, reservations thru Facebook

• Built an app for the Spicy launch

• Shared with other Operator Facebook Pages

• Change content before, during, & after the campaign


Countdown to Spicy!

• Limited-release trial locations, reservations thru Facebook

• Built an app for the Spicy launch

1.2 million reservations
• Shared with other Operator Facebook Pages

• Change content before, during, & after the campaign


Chick-fil-A’s Kids iPad App


MOBILE

About 2.4 billion mobile phones have been sold around
the world last year, and globally there are more mobile
phones than PCs.


Americans spend nearly 3 hours online
via their mobile devices each day.
phones than PCs.


60% of U.S. mobile trafﬁc is to social network sites,
such as Facebook and Twitter.

phones than PCs.



phones than PCs.
4.6 billion cell suscriptions.



phones than PCs.
4.6 billion cell suscriptions.
Over 1 billion broadband.

"Social networking is by far the
fastest-growing mobile activity
right now," said Mark Donovan,
comScore's senior vice president of
mobile.

"With 20% of mobile users now
accessing social networking
sites via their phone, we expect to
see both application and browser
usage continuing to drive future
consumption of social media."


Kids 18 and under text
EVERY 10 MINUTES!!!


That’s an
iPad


And that’s a
1-year-old

That’s an
iPad


What’s the big deal with mobile marketing?



TIME



TIME
+



TIME
+
PLACE



TIME
+
PLACE
RELEVANT MARKETING

Ruth’s Chris Steak House


!


Ruth’s Chris iPhone Native App

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Ruth’s Chris iPhone Native App

!"#$%&'%()&*+,%&
2*1*3*4*56&&&
!"#$%$&'()*"+,'+,)$+(,'-.)"/)0$+$-,12$&$+3)
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/01%.''

20%"#&"78&
*+9:0%&
30,000+ Reservations
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2.5MM iPhone visits/downloads
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IHG & Gowalla


Social + Mobile

+

63

Valassis/RedPlum iPhone & Android App


e d T V s
n n e c t
C o

“You can’t stop the waves,
but you can learn to surf.”
Jon Kabat-Zinn


DON’T pretend its not happening...


Make

Shareability
a Priority

Do you really want to
be an “immobile” brand?

create. innovate. relate
The most sought after agency leveraging creativity and technology to fuel client growth.


The Digital Innovation Group
established January 2010 to develop what is next


download your copy:
engauge.com/2011-digital-outlook

The ENGAUGE 2011

Digital Outlook

Worldwide Partners Presentation

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