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Breaking New Ground
iMedia Brand Summit 2010
Closing Keynote
                   Mike Langton
                   Innovize.
Ran embedded video

http://www.youtube.com/watch?v=sIFYPQjYhv8
1. The Graph

2. The Mobile Arms Race

3. The Most Powerful Medium

4. Convergence 3.0

5. Brand Marketer Challenges
1.

The Graph
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Destination Web   Social Web

Specific Sites    Our Network
Destination Web   Social Web

Specific Sites    Our Network
The rise of the
 Social Graph
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Social Media =The Graph.
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Algorithms
     +
  Filters
Who will be doing your filtering?
2.

Mobile
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Convergence   your TV?
Convergence   your smartphone!
79%




      51%


      49%




21%
Smartphones sales SG last 6 mths?
70 – 80% of all handset sales
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
That’s 4 Billion
…and we do more than play games
Do you check or update
    Facebook, Twitter
1st thing in the morning?
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Mobile drives social media

Social media drives mobile
Social Media by Market in Asia

    Data by ComScore April 2010
Singapore
Total Unique Visitors (000)
                     2,321,000

                                 FACEBOOK.COM
                                 Windows Live Profile
                                 TWITTER.COM*
                                 FRIENDSTER.COM
                                 TAGGED.COM
                                 LINKEDIN.COM
                                 MySpace
                                 MULTIPLY.COM
                                 Digg Inc.
                                 DEVIANTART.COM
China
                           102,518,000
Total Uni que Vi si tor s (000)




                                         Bai du Space
                                         QQ.COM Al umni
                                         RENREN.COM
                                         KAIXIN001.COM
                                         QQ.COM Mi ni Wor l d
                                         51.COM
                                         KAIXIN.COM
                                         Wi ndows Li ve Pr of i l e
                                         QJY168.COM
                                         MySpace
India
Total Unique Visitors (000)
                     25,870,000

                                  ORKUT
                                  FACEBOOK.COM
                                  SULEKHA.COM
                                  IBIBO.COM
                                  BHARATSTUDT
                                  ZEDGE.NET
                                  TWITTER.COM*
                                  LINKEDIN.COM
                                  HI5.COM
                                  DIPITY.COM
Vietnam
Total Unique Visitors (000)
                     3,098,000

                                 FACEBOOK.COM
                                 TAMTAY.VN
                                 1280.COM
                                 MULTIPLY.COM
                                 MySpace
                                 HI5.COM
                                 CyWorld
                                 MYBOOKFACE.NET
                                 SCRIBD.COM
                                 TWITTER.COM*
Malaysia
Total Unique Visitors (000)
                    8,054,000

                                FACEBOOK.COM
                                MySpace
                                FRIENDSTER.COM
                                TAGGED.COM
                                Windows Live Profile
                                TWITTER.COM*
                                MULTIPLY.COM
                                SCRIBD.COM
                                WRETCH.CC
                                ZEDGE.NET
Indonesia
Total Unique Visitors (000)
                     5,965,000

                                 FACEBOOK.COM
                                 MULTIPLY.COM
                                 TWITTER.COM*
                                 FRIENDSTER.COM
                                 SCRIBD.COM
                                 Yahoo! Meme
                                 MySpace
                                 TAGGED.COM
                                 DEVIANTART.COM
                                 Digg Inc.
Philippines
Total Unique Visitors (000)
                    3,980,000

                                FACEBOOK.COM
                                FRIENDSTER.COM
                                MULTIPLY.COM
                                TWITTER.COM*
                                MySpace
                                TAGGED.COM
                                Yahoo! Meme
                                DEVIANTART.COM
                                ZEDGE.NET
                                FORMSPRING.ME
South Korea
Total Unique Visitors (000)
                     19,032,000

                                  CyWorld
                                  Nate.com Flying
                                  FACEBOOK.COM
                                  TWITTER.COM*
                                  Windows Live Prof
                                  Paran.com Club
                                  HI5.COM
                                  MySpace
                                  Mail.Ru - My World
                                  FRIENDSTER.COM
Japan
Total Unique Visitors (000)
                     31,959,000

                                  MIXI.JP
                                  TWITTER.COM*
                                  FACEBOOK.COM
                                  LOCOCOM.JP
                                  Hatena - Bookmark
                                  SPYSEE.JP
                                  MySpace
                                  Windows Live Profile
                                  Gree
                                  MBGA.JP
Thank you ComScore
Now there’s this
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
The Arms Race
  The Deluge
The Opportunity
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
“…throughout the iPhone community that’s 1 billion ad impressions a day.”
Ran edited version of Steve Jobs’
 iAd “Tentpole” Announcement
  http://events.apple.com.edgesuite.net/1004fk8d5gt/event/
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Twitter Apac
Total unique visitors '000
                       17,825,000   Japan
                                    India
                                    Indonesia
                                    South Korea
                                    Australia
                                    Philippines
                                    Malaysia
                                    Singapore
                                    New Zealand
                                    Taiwan
                                    Hong Kong
                                    Vietnam
                                    China
Interruption offends
Interruption offends
Mobile phones are “intimate”
Who develops all those apps?
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Who will be building your apps?
3.

Most Powerful Medium on Earth
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Ran embedded video

http://www.youtube.com/watch?v=5YGc4zOqozo
Who do you trust?
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Word Of Mouth and iWOM
Caution:
90% of WOM is still F2F or Phone
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
The most important thing to do…
Listen.
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
There’s a lot of chatter going on
Nike & Tiger Woods
Sentiment from 24 Nov ’09 to 6th March ‘10
                                                        20-01-2010 Nike
                                                        Launches New
                                                        Golf Club line




        Sentiment drop on 20 Jan 2010 - Very Negative sentiments were observed in
        buzz related to launch of the new Nike Golf Club Line, without Tiger Woods.

        Insight for Brand Owner : Nike Golf’s image is closely interlinked with Tiger
        Woods and his endorsement is still needed despite the sex scandal
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Enterprise - LSE
• 1% rise in positive word-of-mouth
  advocacy led to £8.8m in extra sales

• 1% reduction in negative word-of-mouth
  led to £24.8m in extra sales
Who do you talk to?

1. People who don’t love you

2. People who do love you

3. People who don’t love your competitors

4. People who love your competitors
The “Net Promoter” score.
“would you recommend our
service to a friend or colleague?”
The “Net Promoter” score.
Who does your listening?
Who advises you on your response?
4.

Convergence 3.0
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
FOURSQUARE
Total Unique Visitors 172,000
                      (000)     Japan
                                India
                                Indonesia
                                South Korea
                                Australia
                                Philippines
                                Malaysia
                                Singapore
                                New Zealand
                                Taiwan
                                Hong Kong
                                Vietnam
                                China
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Retail       SM iWOM



         Mobile
5.

Brand Marketer’s Challenges.
Engagement Strategy
Successful companies in SM behave
    more like Dale Carnegie
    less like  David Ogilvy
                 Erik Qualman - Socialnomics
Listening well enough
Content…
Ad / digital agencies?

   Expertsourced?

  Crowdsourced?

  User generated?

Specialist companies?
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Ad / digital agencies?

   Expertsourced?

  Crowdsourced?

  User generated?

Specialist companies?
Content Strategist
 Content Planner
  Content Buyer
Procurement Vs. Entrepreneurship
Summing Up
• The Social Graph - who will filter it for your purposes?

• Mobile ads will boom - be considerate.

• Word of Mouth is Powerful - Use Online + OTG

• Location Power = Mobile + Retail + Social Media

• Engagement & content - why, how, what, where from?

• Make sure Procurement is trained & on-side.
Breaking New Ground in SoLoMo  - closing keynote, iMedia brand summit 2010
Thank You.

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Breaking New Ground in SoLoMo - closing keynote, iMedia brand summit 2010