Transforming Digital Advertising Through Social Engagement
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This document discusses the transformation of digital advertising and how social media has become important for business. Some key points: 1. Social media is now critical for B2B companies, with over 60% of B2B marketers generating leads through social and over 75% of tech decision makers engaging with vendors through social. 2. Customers are more influenced by social media recommendations from peers than traditional online media. Engaging socially increases customer loyalty and lifetime value. 3. To succeed in this new landscape, companies need to understand individual customer journeys, engage customers through participation across channels, and tell engaging stories with technology and diverse talent.
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Transforming Digital Advertising Through Social Engagement
- 2. #inTC13 Gunther Schumacher Worldwide President & COO OgilvyOne Worldwide @OgilvyOne TRANSFORMATION IN DIGITAL ADVERTISING
- 3. This Is Not Your Customer
- 5. 100% Use social media Source: DHR International Survey in Forbes: “LinkedIn Is Preferred By Executives,” April 9th, 2013
- 7. A Changed Landscape 88% of business execs use LinkedIn often or very often (1) 61% of B2B marketers report leads generated by social media (2) 75% of tech decision makers engage with vendors through social media (3) 59% of tech decision makers are more influenced by social than by online media (3) 58% of decision makers turn to social media to learn from trusted peers (3) Source 1: DHR International Survey in Forbes: “LinkedIn Is Preferred By Executives,” April 9th, 2013 Source 2: eMarketer.com: B2B Social Media Lead Generation: Best Practices for 2013, August 20, 2013 Source 3: BreakingGov.com “Why Social Media Networks are Gaining a Greater Role in IT Decisions” January 8, 2013
- 10. G l o b a l S o c i a l L o y a l t y S t u d y Country USA UK Germany France Brazil China India Indonesia Mexico UAE South Africa Category Airlines Banking Cars Face Care IT Hardware IT Solutions Male Grooming Telecom TV’s Softdrinks &
- 11. Relative Likelihood to Engage Socially
- 12. 0%# 100%# 200%# 300%# 400%# 500%# 600%# 0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# Brazil' China' USA' UK'Germ any' France' India'M exico' Japan'Thailand'OVERALL' Recommenders' NonDrecommenders' 0% Impact of Social Engagement on Loyalty
- 13. 0%# 100%# 200%# 300%# 400%# 500%# 600%# 0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# Brazil' China' USA' UK'Germ any' France' India'M exico' Japan'Thailand'OVERALL' Recommenders' NonDrecommenders' 0% Impact of Social Engagement on Loyalty Recommenders: +15% Non-Recommenders:+424% Overall: +348%
- 15. !400%% !200%% 0%% 200%% 400%% 600%% 800%% !40%% !20%% 0%% 20%% 40%% 60%% 80%% Airlines% Banking% Cars% Com m s%Providers% Face%Care%IT%Hardw are%IT%SoluBons% M ale%Groom ing%SoE%Drinks% TV% Overall% Recommenders* Non,recommenders* 0% Recommenders: +76% Non-Recommenders: +337% Overall: +402% Impact of Social Engagement on Loyalty
- 17. FINANCIAL -MEMBERSHIP REWARDS STRUCTURAL -ANNUAL FEE SOCIAL -MEMBER-GET- MEMBER EMOTIONAL -”MEMBER SINCE” Example American Express
- 18. How to Navigate this World
- 19. WHAT YOU HAVE TO EXCEL AT
- 20. SEARCH SOCIAL MOBILE PERFORMANCE MARKETING E COMMERCE CONTENT DATA & TECHNOLOGY
- 21. TRIGGER EVENTS RESEARCH SHOP & PURCHASEUSAGE SHARE Understanding the Customer Journey is Key
- 22. Can You Read Digital Body Language?
- 26. Search Insights Post-Play Interaction Content/ Development Tagging and Optimizing Distribution Improved Results Listen & Observe before You Create
- 27. Invite your Customers to Participate
- 28. SMARTER CITIES
- 30. Technology = The New Creative
- 34. Hire Diverse, Multi-dimensional Talent
- 35. Your Customers Choose the Channel
- 36. US Open - Engagement Ecosystem
- 42. “You cannot bore people into buying your product...”
- 43. The World’s Smallest Movie
- 45. Recap
- 46. Capture individual and network value - understand each customer’s value - create social bonds through participation
- 47. Capture individual and network value Start with individual customer journeys - read digital body language - let your customer choose the channel & journey
- 48. Capture individual and network value Start with individual customer journeys Tell engaging stories - hire diverse, multi-dimensional talent - listen & observe first, then create - technology = the new creative
- 49. Capture individual and network value Start with individual customer journeys Tell engaging stories