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Digital Session
      2011
Today
• Introduction/objectives
• The media landscape. What’s new, what’s not
• The digital landscape
• How brands are adapting
• Social & seeding 
• Mobile 
• Brand sites. The future
Tim Sparke
@sparkey
FMCG Digital Overview
I work with organisations to
help them navigate the
digital marketing landscape.
Education plays a critical
role in helping facilitate
change.
FMCG Digital Overview
FMCG Digital Overview
The Hype Cycle

                     Peak	
  of	
  inflated	
  expecta0ons




                                                                         Plateau	
  of	
  produc0vity
EXCITEMENT	
  




                                               Slope	
  of	
  enlightenment



                                 Trough	
  of	
  disillusionment	
  


                  TIME
"Communications tools don't get socially interesting until
they get technologically boring... It's when a technology
becomes normal, then ubiquitous, and finally so pervasive
as to be invisible, that the really profound changes
happen.”
                                                 Clay Shirky
So...
So... developments in technology have
changed the media landscape,
consumers behave differently,
communications have to adapt… we’re
moving from broadcast to a network
model...
25,000,000,000 tweets sent in 2010
36,000,000,000 photos on Facebook
2,000,000,000 videos watched on YouTube every day
7,900,000 Lady Gaga followers on Twitter
600,000,000 members of Facebook
35hours of video uploaded to YouTube every minute
"In times of change learners inherit the earth, while the learned find
themselves beautifully equipped to deal with a world that no longer exists.”
                                                                  Eric Hoffer
THE MEDIA LANDSCAPE
WE’RE CONNECTED
Broadband penetration in the UK is now 71%
Mobile media users pick up their phone 18 times a day to
consume content via apps/browser.
                                           Ofcom & IAB, August 2010
FMCG Digital Overview
We’re all spending more time on social networks




  ¼ of time online is spent on social networking
  Facebook is now the most popular search term in Google
It’s not just for kids




The average Facebook user is 38
½ of all people aged 35-54 are using social networking sites
Smartphones sales up




Smartphone ownership up 81% on last year
They’re addictive




41 mins/day spent on Facebook mobile compared to 31 mins on pc*
2m UK workers spend at least 1hr day on social networks – at work


      *Comscore June 2010 1 Ofcom Aug 2010
Online games are bigger than ever




39% of   all internet users play games online
Playing games online is now more popular than
downloading music and video
Within 12 months it’s likely more users will connect to the
      Internet via mobile devices than desktop PCs.
So lets ditch everything for social media
            and mobile apps?




Not quite...
The Internet is still dominated by the top web brands




    50% of all web usage occurs on the top ten sites
    The top 10 sites vary little across all ages
Email’s as important as ever




The most widely used function of the Internet
86% use the Internet for email
The kids still love texting

                                                    10% under
                                                    25s think
                                                    it’s ok to
                                                    text during
                                                    sex :-)




16-24 consider text the most important channel of communication
Texts account for half 16-24 mobile usage
TV is more powerful than ever




The channel people would miss the most (50% of all)
Highest reach (90% daily)
New channels are growing but old
channels are maintaining their position




  How are we doing it all?
Multi-tasking is allowing us to do more




 36% of all media activity is spent multi-tasking
 16 – 24 spend over half their time multi-tasking
Technology provides the tools to multi-task




More powerful - We can consume multiple channels through
one device
More accessible - We can use devices in more and more
contexts
Media Landscape Summary


New channels advance but traditional channels hold firm
The best communications span channels
Connected channels are greater than the sum of their
parts
Multi-tasking provides the opportunity to connect
channels like never before
The impact of technology
Organising the world’s
information with really
useful tools
Simplifying life with
insanely desirable
technology
Giving people the
power to share
their lives
Web 2.0 & UGC
Outlook        Hotmail/Gmail
iTunes         Spotify
Word           Google docs




          The Cloud
Web 2.0. The internet for the rest of us




We’re all creators now...
defined by what we share more than what we know
Remember this?
Production
Duplication
Distribution
FMCG Digital Overview
Doodle Kids
Painting program by Lim Ding Wen when he was 9 years old. 10000 downloads
We are living through the disorientation that comes from
including 2 billion new participants in a media landscape
  previously operated by a small group of professionals.
FMCG Digital Overview
“As trust in brands is eroded, people will place more value
on recommendations from friends. Social media makes it
harder for brands to pull the wool over consumers’ eyes.
Marketers ignore the messages that emanate from these
groups at their peril.”


                                        The Economist
The Impact of Technology

Customers are...
Creators
Critics
Producers
Community managers
Connected
This impacts marketing, support & product development
Brands are evolving
There’s a lot going on




  How to keep up?
FMCG Digital Overview
FMCG Digital Overview
FMCG Digital Overview
www.sparkelife.tumblr.com
FMCG Digital Overview
Digital
marketing
FMCG Digital Overview
How can brands cut through & connect with
people in a stream of so much information?
Understanding people’s mindsets
                                                                       FUN – Playful
                   TASK - Information seeking
                                                              7m people catch up on TV via iPlayer
              15m people use comparison sites                             every month.
                        every month.
                                                                      17m on YouTube.
             45% use social networks to research
               items. 59% trust these opinions.                32% of UK online population play
                                                                          games online.



                                            CONNECTIONS – Social
                                              Social community sites are most
                                                sticky – over 5hrs per user per
                                                            month
                                            22m people use Facebook a month.




Sources:	
  OFCOM,	
  Comscore,	
  google
Consumer Profile Tools
Publish	
  a	
  blog
                   Publish	
  your	
  own	
  Web	
  pages
                        Upload	
  video	
  you	
  created	
  
 Creators        Upload	
  audio/music	
  you	
  created
 Creators
               Write	
  ar5cles	
  or	
  stories	
  and	
  post	
  them




              Post	
  ra5ngs/reviews	
  of	
  products/services
                 Comment	
  on	
  someone	
  else’s	
  blog
  Cri5cs
  Cri)cs                Contribute	
  to	
  online	
  forums
                 Contribute	
  to/edit	
  ar5cles	
  in	
  a	
  wiki




                              Use	
  RSS	
  	
  feeds
                 Add	
  “tags”	
  to	
  Web	
  pages	
  or	
  photos
Collectors
Collectors          “Vote”	
  for	
  Web	
  sites	
  online




             Maintain	
  profile	
  on	
  a	
  social	
  networking	
  site
 Joiners            Visit	
  social	
  networking	
  sites




                                  Read	
  blogs
                     Watch	
  video	
  from	
  other	
  users
Spectators                    Listen	
  to	
  podcasts
Spectators
                             Read	
  online	
  forums
                     Read	
  customer	
  ra5ngs/reviews




                           None	
  of	
  the	
  above
Inac)ves
Some
digital
ideas
Display ads advance
and become useful
We can take any format of creative to users. Competitions, online
booking, registration or any other online functionality.
Why drive people to a competition site when we can get the data
where they are?
and funny
and interactive




Incorporates Twitter feed from the New York Auto show. 170 million
impressions in 3 days (17,000 hours of brand engagement).
FMCG Digital Overview
Nike vs Umbro
Choose a different ending
FMCG Digital Overview
Skittles Cat
FMCG Digital Overview
Lufthansa My Sky Status
VW The Fun Theory
Transmedia ideas that work across platforms
Connecting the real and the virtual
FMCG Digital Overview
“This is way cool, now I can drink me!“




Kelly, 23 Jones Soda Blog
Carlsberg Unbottle Yourself
So what to do with butter?
FMCG Digital Overview
FMCG Digital Overview
Search gets sexy
Diesel Interactive New Range Launch
Offline Interactive
Coke Happiness Machine
The Importance of Seeding
T-Mobile ‘Dance’




     SMD
Strategy

Even though T-Mobile had some great content, they
ensured they had a:

1. Digital outreach
2. Paid placement on influential blogs
3. Social Network placement: Facebook

Measured success through VideoBuzz monitoring to
measure true reach
Digital Outreach


         Massive viral database
         Tracking 5m videos across 100m blogs
         Identified similar videos
         Identified bloggers who’ve posted similar
         videos
         Ranked by influence
         Gave clear point of connection
Paid Placements on Influential Blogs
Paid Placement on Facebook



              FunSpace reaches 2.5m UK uniques
              Biggest video sharing application in
              Facebook
              ‘Dance’ achieved 400,000 plays in 4 days
              30,000 people forwarded clip to
              1,800,000 people
Measuring True Reach

182 copies of the video
Uploaded to 35 different video sharing sites
28m total plays to date
Number One in Viral Video Chart




                     Number 1 for 5 days
                     1,600+ blog posts
                     Beat Cadbury’s Eyebrows
Summary

‘Dance’ reached 3.5m people in CBB break
1,600 bloggers posted video
1.8m people in FB were sent video
6.5m plays online in 4 weeks
Retail footfall increased +5%
Seeding Viral Content

Seeding is critical to most viral content campaigns
It creates critical mass which means that your content will
spread organically
With hundreds of brands trying to create viral content,
seeding gets you cut through
Also ensures at least some people will see your video
Quality content is still essential
Where Can You Build Seeding Momentum?

Homepages of social network sites
Homepages of content sharing sites
Content distribution networks
Blog outreach programs via Digital PR agencies
Manual seeding / linking companies
“Viral” sites or e.g. Boing Boing or Viral Chart
Viral emails e.g. Popbitch
Opportunities


We can create useful, entertaining or memorable
experiences
We can understand customers needs better than any time
in history
And make things which help people do what they want to
do
We can create and own platforms & media space
We can add layers to build an immersive experience
Some
social
ideas
Social
                        Networks
          Video
                                       Blogs
         Sharing




                      WHERE
                                               Mobile
   Podcasts        CONVERSATIONS	
             SMS
                      HAPPEN

        Message
        Boards &                       Gaming
          IM
                         Photo
                        Sharing




social
If advertising is a firework, then
       social media is a bonfire.
Advertising & Fireworks
Attention grabbing
beacons on steroids
Make you go ‘ooh’ and
‘aah’
Draw people in from
miles around
Prepackaged, just light
and stand back
BUT they burn very
brightly, but die very
quickly.
Bonfires




       Take time to get going
       Might go out
       Require commitment
       Might be lonely at first




hNp://www.flickr.com/photos/sarcasmeNe/3805363440/sizes/l/
Then friends gather round
They hang out and share
They start helping out




                            103
From a small start, you can end
up with something pretty amazing
If you have an amazing bonfire, use a few fireworks to
bring people to it
If your fireworks are great, stop people disappearing
         by getting a good bonfire going...




h>p://www.flickr.com/photos/reginayiqing/2724868889/sizes/l/
FMCG Digital Overview
FMCG Digital Overview
FMCG Digital Overview
FMCG Digital Overview
FMCG Digital Overview
FMCG Digital Overview
FMCG Digital Overview
in 3 months

                        visitors   333,000
                      countries    191
               av. time on site    5.5 mins
       press coverage/reach        £6.8m
          paid media budget        £0
 increase in trenchcoat sales      85%
a life on facebook
FMCG Digital Overview
Advertising on Facebook
                      Comment Ad
  Fan Ad




           Event Ad
Advertising on Facebook

Gifting Ad          Polling Ad – PR opportunities?
Vodafone & the Ashes
Facebook Advertising
Exercise
•   Work in pairs to solve a client challenge
    →   We’re launching a new dating service
    →   We want to create a test market to 150,000 potential
        customers and see how well it does
    →   We’re targeting college students
    →   Use Facebook targeting to find the parameters that get
        you closest to 50,000
    →   You will need to create an ad first but do not spend time
        fine tuning this it will not be shown
    →   You have 10 minutes
    →   http://www.facebook.com/ads/
Facebook groups, let’s fan some…

• Red Bull
• Coca Cola
• Stellaartoisuk
• Heineken
• Guinness
• Budweiser
• TheMacallan
• Lionel Messi 7 million people in 7 hours
123
FMCG Digital Overview
FMCG Digital Overview
Starbucks
Free product testing, sampling, deals
Whopper Sacrifice
FMCG Digital Overview
Ikea Facebook Tagging




IKEA created a profile for
 Gordon Gustavsson, the
  Malmo store manager
FMCG Digital Overview
FMCG Digital Overview
FMCG Digital Overview
Facebook Open Graph
Easily add social features to any site.




IMDB,has seen traffic double since it installed the Like button on site.

Digital behaviours lend themselves to being social. We live our lives among our
families, friends and communities. Our digital lives want to be more social too.
Open Graph allows people to harness advice from friends & family to make better
decisions.
Google copies
FMCG Digital Overview
Likify
Now we have places
Social Commerce
Shopping where we connect
Connecting where we shop
FMCG Digital Overview
Social Commerce Opportunities

F-commerce isn’t just about selling stuff
It’s about giving people something to talk about in a social
space
Can we offer engaged consumers something exclusive?
Can we do limited editions?
Can we put social conditions on the sale?
FMCG Digital Overview
FMCG Digital Overview
FMCG Digital Overview
FMCG Digital Overview
"Today could be just like the other 364 days you log into Twitter, or maybe the
        Old Spice Man shows up @Old Spice" on Twitter & Facebook
FMCG Digital Overview
#beatcancer
UTweet
Let’s download this...
OWN
                                                       MEDIA
                                                                                                     How can we design an engaging experience
                                                                                                           for both users and audience?
                                                                                                      How can technology be fully leveraged?
                                              Website // Project page // Facebook page //
                                           Mobile app // Game // Branded content // Live event




                                                                                               SEE
                                        H
                                     PUS




                                                                                                   D
  How is interaction
supported by classical
    advertising?
                                                                                                          Who are the people we have to reach in order


                                                      IDEA!                                                  to communicate to our target group?
                                                                                                              Why will they talk about our idea?

                                                   Relevance // Differentiation // Innovation




                  BOUGHT                                                                       EARNED
                          MEDIA                          CLASSICAL INTEGRATION                  MEDIA
                                                                                               Journalists // Bloggers
                         Online ads // Offline ads
                                                                                                // Social media users
Opportunities

Social Media has re-shaped how brands & consumers
connect
We need to create content that drives conversations
It’s an opportunity to get consumers involved in our brands
Shopping is social
Everyone is talking about social media but not many are
doing it well
Consumers are multi-dimensional
Communication should span channels & be consistent
Multi-tasking is common & we are competing for attention
Think about what we can add to the community
Some
mobile
ideas
FMCG Digital Overview
Smart phones bring down all the resources of
         the internet into our reality
Like our world today




                       Flickr:	
  wvs
But better




             Flickr:	
  wvs
Smartphones now make
up 20% of 3 billion
devices worldwide, with
market share blazing
towards 50% over next
3 years.




                    Comscore 2010
“It’s an always on medium. People
love their mobile phones so much
researchers found people often feel a
phantom ‘tingle’ in their pocket that
normally proceeds the excitement of
a text/call.”
                    Stephen Upstone, Managing Director, AdInfus
FMCG Digital Overview
Orange Glastonbury




A range of Orange products provided free to improve event experience
Location. Location. Location.




They hit 1 million users in April 2010 and now have over 9 million.
Location. Location. Location.




Personalities behind its hit reality TV shows become content creators. The celebrities will
share their tips and to-dos, essentially serving as curators of city-specific information that
fans can follow and practice in real life.
Old Navy + Shazam = Hidden Content




Custom Shazam landing page
The commercial’s song
“shop the look”
History Channel on Foursquare
Barclays Water Slide App




Most successful promotional game in AppStore - 10M downloads in 6
months, 40k downloads a day, 100 Million minutes of brand engagement
Hidden Sound
Opportunities
Mobile offers a range of brand and marketing
opportunities
It’s not all about apps, SMS and mobile
advertising are both huge
Nothing sits on its own – good mobile campaigns
need to be integrated with other channels
Mobile is the most personal of channels –
understand permissions
Find out where your audience is in the mobile
landscape and deliver relevant campaigns
Branded
sites
?
CRM 2.0 - Coke and Unilever shifting from
microsites to social in 2011
FMCG Digital Overview
4




No future if approached in disparate fashion




                            Social Network
      Brand Website
5




Brand Website
       +
Social Network
7

Framework:
                                                                   8. Seamless
                                                                     integration

                                                         7. Social log-in triggers
                                                                    sharing

                                                6. Users stay on site with social
                                                              log-in


                                          5. Aggregate discussion on site


                               4. Brand integrated in social channels


                              3. Link away but encourage sharing


                     2. Link away with no strategy


   1. No social integration
8



Do nothing – No social integration
                                                                     8. Seamless
                                                                       integration

                                                           7. Social log-in triggers
                                                                      sharing

                                                    6. Users stay on site
                                                       with social log-in


                                           5. Aggregate discussion on site


                               4. Brand integrated in social channels


                              3. Link away but encourage sharing


                  2. Link directly away with no strategy


  1. Do nothing – No social integration
10


Trader Joe’s does not integrate social on its site…
11


… despite die-hard fans and unofficial channels
12



Link directly away without a strategy
                                                                    8. Seamless
                                                                      integration

                                                         7. Social log-in triggers
                                                                    sharing

                                                    6. Users stay on site
                                                       with social log-in


                                            5. Aggregate discussion on site


                             4. Brand integrated in social channels


                            3. Link away but encourage sharing


                2. Link directly away with no strategy


    1. Do nothing – No social integration
14


Zara links away without strategy
15


McDonald’s directs visitors away with a link (TV ads too)
16



But worse, sends a confusing message


                                McDonald’s doesn’t
                          encourage visitors to leave it
                          site for social channels: “You
                           are leaving the McDonald's
                            Corporation web site for a
                            site that is controlled by a
                          third party, not affiliated with
                                   McDonald's.”
17



Link away but encourage sharing
                                                                   8. Seamless
                                                                     integration

                                                            7. Social log-in
                                                             triggers sharing

                                                   6. Users stay on site
                                                      with social log-in


                                          5. Aggregate discussion on site


                               4. Brand integrated in social channels


                              3. Link away but encourage sharing


                 2. Link directly away with no strategy


   1. No social integration
20



Outback Steakhouse’s new Facebook “Like”
button links away and encourages sharing
21



Brand integrated in social channels
                                                                  8. Seamless
                                                                    integration

                                                        7. Social log-in triggers
                                                                   sharing

                                                 6. Users stay on site
                                                    with social log-in


                                        5. Aggregate discussion on site


                            4. Brand integrated in social channels


                           3. Link away but encourage sharing


               2. Link directly away with no strategy


     1. Do nothing – No social integration
23


Starbucks experience mirrored in social channels
24



Tiffany offers branded social channels…

                            It’s even hard to know if
                             this is Tiffany’s official
                                 Twitter page. It’s
                           Facebook and home page
                                is not even linked.
25


…but you wouldn’t know this from their home page




   There are no links
  directing visitors to
 Tiffany’s official social
  channels – a missed
      opportunity.
26



Aggregate the discussion
                                                                     8. Seamless
on corporate site                                                      integration
                                                           7. Social log-in triggers
                                                                      sharing

                                                    6. Users stay on site
                                                       with social log-in


                                           5. Aggregate discussion on site


                               4. Brand integrated in social channels


                              3. Link away but encourage sharing


                  2. Link directly away with no strategy


 1. Do nothing – No social integration
28



Whole Foods aggregates some of the discussion on
site and links away



   There are no links
  directing visitors to
 Tiffany’s official social
  channels – a missed
      opportunity.
29



Social log-in systems that allow users                                 8. Seamless
to stay on site                                                          integration

                                                            7. Social log-in triggers
                                                                       sharing

                                                     6. Users stay on site
                                                        with social log-in


                                            5. Aggregate discussion on site


                                 4. Brand integrated in social channels


                                3. Link away but encourage sharing


                   2. Link directly away with no strategy


1. Do nothing – No social integration
31



Customers log in with Facebook Connect on
H&R Block’s community
32



Social log in that triggers viral loop
                                                                      8. Seamless
                                                                        integration

                                                           7. Social log-in triggers
                                                                      sharing

                                                    6. Users stay on site
                                                       with social log-in


                                           5. Aggregate discussion on site


                                4. Brand integrated in social channels


                              3. Link away but encourage sharing


                  2. Link directly away with no strategy


 1. Do nothing – No social integration
34


Pepsi’s Refresh Project asks users to log in
with their Facebook…
35


… and share their Refresh votes with friends on
Facebook or Twitter
36


Sign into HuffPo with Facebook and share/discuss
news with your social graph
37


“Like” merchandise in the Levi’s store via Facebook
and share with friends
38



A seamless integration between
                                                                 8. Seamless
corporate site and social sites                                    integration
                                                       7. Social log-in triggers
                                                                  sharing

                                                6. Users stay on site
                                                   with social log-in


                                        5. Aggregate discussion on site


                            4. Brand integrated in social channels


                           3. Link away but encourage sharing


              2. Link directly away with no strategy


     1. Do nothing – No social integration
40

vitaminwater doesn’t have a corporate site – it’s
“temporarily” moved to Facebook
41



The Radical Future?

Websites are dynamically assembled on the fly
based on social profiles.
This could happen in person, or while using Google
or Facebook.
As a result, URLs won’t matter, nor will domains/
Instead the web will be sorted around people and
contextual situations.
As a result, ads become useful information, and
desirable.
44




Site opportunities

The future of web experiences will be based around
people –not products.
Take inventory of all corporate web assets and identify
where they are in the framework.
Identify desired state and build a plan against it. Start
small and slow, and be sure to have a strategy.
Don’t arbitrarily jump into social marketing space without a
long term goal. Be deliberate in your actions.
To
finish
        (phew)
“Like	
  air	
  &	
  
          drinking	
  water,	
  being	
  
        digital	
  will	
  be	
  no3ced	
  by	
  its	
  
      absence,	
  not	
  it’s	
  presence”	
  	
   	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
Nicholas	
  Negroponte,	
  1998
Opportunities

New channels advance but traditional channels
hold firm
It’s vital that communication spans the channels
When channels are connected the whole can be
greater than the sum of it’s parts
Emergence of multi-tasking provides the
opportunity to connect channels like never before
It’s not all about the latest technology




Walkers combine channels to reach & engage
High reach channels used to deliver message and inspire audience
Accessible digital channels including text offered easy route to deliver
engagement
and don’t forget, of course some of this
               seems strange...

1. Everything that’s already in the world when you’re born is just normal
2. Anything that gets invented between then and before you turn thirty is
   incredibly exciting and creative and with any luck you can make a career
   out of it
3. Anything that gets invented after you’re thirty is against the natural order of
   things and the beginning of the end of civilisation as we know it until it’s
   been around for about ten years when it gradually turns out to be alright
   really.
Brands I’m watching
The rules of marketing may have changed. But
you still need to get attention, be remembered
             and generate results.
futureme.org
Write down 3 things which you’ve found
 most important about this afternoon
 which you need to remember. Email
       yourself in 1 months time.
THA
 NKS

Homework:
Join Twitter, Linked In & make sure you have a Google account

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FMCG Digital Overview

  • 2. Today • Introduction/objectives • The media landscape. What’s new, what’s not • The digital landscape • How brands are adapting • Social & seeding  • Mobile  • Brand sites. The future
  • 5. I work with organisations to help them navigate the digital marketing landscape. Education plays a critical role in helping facilitate change.
  • 8. The Hype Cycle Peak  of  inflated  expecta0ons Plateau  of  produc0vity EXCITEMENT   Slope  of  enlightenment Trough  of  disillusionment   TIME
  • 9. "Communications tools don't get socially interesting until they get technologically boring... It's when a technology becomes normal, then ubiquitous, and finally so pervasive as to be invisible, that the really profound changes happen.” Clay Shirky
  • 10. So...
  • 11. So... developments in technology have changed the media landscape, consumers behave differently, communications have to adapt… we’re moving from broadcast to a network model...
  • 12. 25,000,000,000 tweets sent in 2010 36,000,000,000 photos on Facebook 2,000,000,000 videos watched on YouTube every day 7,900,000 Lady Gaga followers on Twitter 600,000,000 members of Facebook 35hours of video uploaded to YouTube every minute
  • 13. "In times of change learners inherit the earth, while the learned find themselves beautifully equipped to deal with a world that no longer exists.” Eric Hoffer
  • 15. WE’RE CONNECTED Broadband penetration in the UK is now 71% Mobile media users pick up their phone 18 times a day to consume content via apps/browser. Ofcom & IAB, August 2010
  • 17. We’re all spending more time on social networks ¼ of time online is spent on social networking Facebook is now the most popular search term in Google
  • 18. It’s not just for kids The average Facebook user is 38 ½ of all people aged 35-54 are using social networking sites
  • 19. Smartphones sales up Smartphone ownership up 81% on last year
  • 20. They’re addictive 41 mins/day spent on Facebook mobile compared to 31 mins on pc* 2m UK workers spend at least 1hr day on social networks – at work *Comscore June 2010 1 Ofcom Aug 2010
  • 21. Online games are bigger than ever 39% of all internet users play games online Playing games online is now more popular than downloading music and video
  • 22. Within 12 months it’s likely more users will connect to the Internet via mobile devices than desktop PCs.
  • 23. So lets ditch everything for social media and mobile apps? Not quite...
  • 24. The Internet is still dominated by the top web brands 50% of all web usage occurs on the top ten sites The top 10 sites vary little across all ages
  • 25. Email’s as important as ever The most widely used function of the Internet 86% use the Internet for email
  • 26. The kids still love texting 10% under 25s think it’s ok to text during sex :-) 16-24 consider text the most important channel of communication Texts account for half 16-24 mobile usage
  • 27. TV is more powerful than ever The channel people would miss the most (50% of all) Highest reach (90% daily)
  • 28. New channels are growing but old channels are maintaining their position How are we doing it all?
  • 29. Multi-tasking is allowing us to do more 36% of all media activity is spent multi-tasking 16 – 24 spend over half their time multi-tasking
  • 30. Technology provides the tools to multi-task More powerful - We can consume multiple channels through one device More accessible - We can use devices in more and more contexts
  • 31. Media Landscape Summary New channels advance but traditional channels hold firm The best communications span channels Connected channels are greater than the sum of their parts Multi-tasking provides the opportunity to connect channels like never before
  • 32. The impact of technology
  • 33. Organising the world’s information with really useful tools
  • 34. Simplifying life with insanely desirable technology
  • 35. Giving people the power to share their lives
  • 36. Web 2.0 & UGC
  • 37. Outlook Hotmail/Gmail iTunes Spotify Word Google docs The Cloud
  • 38. Web 2.0. The internet for the rest of us We’re all creators now... defined by what we share more than what we know
  • 44. Doodle Kids Painting program by Lim Ding Wen when he was 9 years old. 10000 downloads
  • 45. We are living through the disorientation that comes from including 2 billion new participants in a media landscape previously operated by a small group of professionals.
  • 47. “As trust in brands is eroded, people will place more value on recommendations from friends. Social media makes it harder for brands to pull the wool over consumers’ eyes. Marketers ignore the messages that emanate from these groups at their peril.” The Economist
  • 48. The Impact of Technology Customers are... Creators Critics Producers Community managers Connected This impacts marketing, support & product development Brands are evolving
  • 49. There’s a lot going on How to keep up?
  • 57. How can brands cut through & connect with people in a stream of so much information?
  • 58. Understanding people’s mindsets FUN – Playful TASK - Information seeking 7m people catch up on TV via iPlayer 15m people use comparison sites every month. every month. 17m on YouTube. 45% use social networks to research items. 59% trust these opinions. 32% of UK online population play games online. CONNECTIONS – Social Social community sites are most sticky – over 5hrs per user per month 22m people use Facebook a month. Sources:  OFCOM,  Comscore,  google
  • 60. Publish  a  blog Publish  your  own  Web  pages Upload  video  you  created   Creators Upload  audio/music  you  created Creators Write  ar5cles  or  stories  and  post  them Post  ra5ngs/reviews  of  products/services Comment  on  someone  else’s  blog Cri5cs Cri)cs Contribute  to  online  forums Contribute  to/edit  ar5cles  in  a  wiki Use  RSS    feeds Add  “tags”  to  Web  pages  or  photos Collectors Collectors “Vote”  for  Web  sites  online Maintain  profile  on  a  social  networking  site Joiners Visit  social  networking  sites Read  blogs Watch  video  from  other  users Spectators Listen  to  podcasts Spectators Read  online  forums Read  customer  ra5ngs/reviews None  of  the  above Inac)ves
  • 63. and become useful We can take any format of creative to users. Competitions, online booking, registration or any other online functionality. Why drive people to a competition site when we can get the data where they are?
  • 65. and interactive Incorporates Twitter feed from the New York Auto show. 170 million impressions in 3 days (17,000 hours of brand engagement).
  • 73. VW The Fun Theory
  • 74. Transmedia ideas that work across platforms
  • 75. Connecting the real and the virtual
  • 77. “This is way cool, now I can drink me!“ Kelly, 23 Jones Soda Blog
  • 79. So what to do with butter?
  • 83. Diesel Interactive New Range Launch
  • 86. The Importance of Seeding
  • 88. Strategy Even though T-Mobile had some great content, they ensured they had a: 1. Digital outreach 2. Paid placement on influential blogs 3. Social Network placement: Facebook Measured success through VideoBuzz monitoring to measure true reach
  • 89. Digital Outreach Massive viral database Tracking 5m videos across 100m blogs Identified similar videos Identified bloggers who’ve posted similar videos Ranked by influence Gave clear point of connection
  • 90. Paid Placements on Influential Blogs
  • 91. Paid Placement on Facebook FunSpace reaches 2.5m UK uniques Biggest video sharing application in Facebook ‘Dance’ achieved 400,000 plays in 4 days 30,000 people forwarded clip to 1,800,000 people
  • 92. Measuring True Reach 182 copies of the video Uploaded to 35 different video sharing sites 28m total plays to date
  • 93. Number One in Viral Video Chart Number 1 for 5 days 1,600+ blog posts Beat Cadbury’s Eyebrows
  • 94. Summary ‘Dance’ reached 3.5m people in CBB break 1,600 bloggers posted video 1.8m people in FB were sent video 6.5m plays online in 4 weeks Retail footfall increased +5%
  • 95. Seeding Viral Content Seeding is critical to most viral content campaigns It creates critical mass which means that your content will spread organically With hundreds of brands trying to create viral content, seeding gets you cut through Also ensures at least some people will see your video Quality content is still essential
  • 96. Where Can You Build Seeding Momentum? Homepages of social network sites Homepages of content sharing sites Content distribution networks Blog outreach programs via Digital PR agencies Manual seeding / linking companies “Viral” sites or e.g. Boing Boing or Viral Chart Viral emails e.g. Popbitch
  • 97. Opportunities We can create useful, entertaining or memorable experiences We can understand customers needs better than any time in history And make things which help people do what they want to do We can create and own platforms & media space We can add layers to build an immersive experience
  • 99. Social Networks Video Blogs Sharing WHERE Mobile Podcasts CONVERSATIONS   SMS HAPPEN Message Boards & Gaming IM Photo Sharing social
  • 100. If advertising is a firework, then social media is a bonfire.
  • 101. Advertising & Fireworks Attention grabbing beacons on steroids Make you go ‘ooh’ and ‘aah’ Draw people in from miles around Prepackaged, just light and stand back BUT they burn very brightly, but die very quickly.
  • 102. Bonfires Take time to get going Might go out Require commitment Might be lonely at first hNp://www.flickr.com/photos/sarcasmeNe/3805363440/sizes/l/
  • 103. Then friends gather round They hang out and share They start helping out 103
  • 104. From a small start, you can end up with something pretty amazing
  • 105. If you have an amazing bonfire, use a few fireworks to bring people to it
  • 106. If your fireworks are great, stop people disappearing by getting a good bonfire going... h>p://www.flickr.com/photos/reginayiqing/2724868889/sizes/l/
  • 114. in 3 months visitors 333,000 countries 191 av. time on site 5.5 mins press coverage/reach £6.8m paid media budget £0 increase in trenchcoat sales 85%
  • 115. a life on facebook
  • 117. Advertising on Facebook Comment Ad Fan Ad Event Ad
  • 118. Advertising on Facebook Gifting Ad Polling Ad – PR opportunities?
  • 119. Vodafone & the Ashes
  • 121. Exercise • Work in pairs to solve a client challenge → We’re launching a new dating service → We want to create a test market to 150,000 potential customers and see how well it does → We’re targeting college students → Use Facebook targeting to find the parameters that get you closest to 50,000 → You will need to create an ad first but do not spend time fine tuning this it will not be shown → You have 10 minutes → http://www.facebook.com/ads/
  • 122. Facebook groups, let’s fan some… • Red Bull • Coca Cola • Stellaartoisuk • Heineken • Guinness • Budweiser • TheMacallan • Lionel Messi 7 million people in 7 hours
  • 123. 123
  • 129. Ikea Facebook Tagging IKEA created a profile for Gordon Gustavsson, the Malmo store manager
  • 133. Facebook Open Graph Easily add social features to any site. IMDB,has seen traffic double since it installed the Like button on site. Digital behaviours lend themselves to being social. We live our lives among our families, friends and communities. Our digital lives want to be more social too. Open Graph allows people to harness advice from friends & family to make better decisions.
  • 136. Likify
  • 137. Now we have places
  • 139. Shopping where we connect
  • 142. Social Commerce Opportunities F-commerce isn’t just about selling stuff It’s about giving people something to talk about in a social space Can we offer engaged consumers something exclusive? Can we do limited editions? Can we put social conditions on the sale?
  • 147. "Today could be just like the other 364 days you log into Twitter, or maybe the Old Spice Man shows up @Old Spice" on Twitter & Facebook
  • 150. UTweet
  • 152. OWN MEDIA How can we design an engaging experience for both users and audience? How can technology be fully leveraged? Website // Project page // Facebook page // Mobile app // Game // Branded content // Live event SEE H PUS D How is interaction supported by classical advertising? Who are the people we have to reach in order IDEA! to communicate to our target group? Why will they talk about our idea? Relevance // Differentiation // Innovation BOUGHT EARNED MEDIA CLASSICAL INTEGRATION MEDIA Journalists // Bloggers Online ads // Offline ads // Social media users
  • 153. Opportunities Social Media has re-shaped how brands & consumers connect We need to create content that drives conversations It’s an opportunity to get consumers involved in our brands Shopping is social Everyone is talking about social media but not many are doing it well Consumers are multi-dimensional Communication should span channels & be consistent Multi-tasking is common & we are competing for attention Think about what we can add to the community
  • 156. Smart phones bring down all the resources of the internet into our reality
  • 157. Like our world today Flickr:  wvs
  • 158. But better Flickr:  wvs
  • 159. Smartphones now make up 20% of 3 billion devices worldwide, with market share blazing towards 50% over next 3 years. Comscore 2010
  • 160. “It’s an always on medium. People love their mobile phones so much researchers found people often feel a phantom ‘tingle’ in their pocket that normally proceeds the excitement of a text/call.” Stephen Upstone, Managing Director, AdInfus
  • 162. Orange Glastonbury A range of Orange products provided free to improve event experience
  • 163. Location. Location. Location. They hit 1 million users in April 2010 and now have over 9 million.
  • 164. Location. Location. Location. Personalities behind its hit reality TV shows become content creators. The celebrities will share their tips and to-dos, essentially serving as curators of city-specific information that fans can follow and practice in real life.
  • 165. Old Navy + Shazam = Hidden Content Custom Shazam landing page The commercial’s song “shop the look”
  • 166. History Channel on Foursquare
  • 167. Barclays Water Slide App Most successful promotional game in AppStore - 10M downloads in 6 months, 40k downloads a day, 100 Million minutes of brand engagement
  • 169. Opportunities Mobile offers a range of brand and marketing opportunities It’s not all about apps, SMS and mobile advertising are both huge Nothing sits on its own – good mobile campaigns need to be integrated with other channels Mobile is the most personal of channels – understand permissions Find out where your audience is in the mobile landscape and deliver relevant campaigns
  • 171. ?
  • 172. CRM 2.0 - Coke and Unilever shifting from microsites to social in 2011
  • 174. 4 No future if approached in disparate fashion Social Network Brand Website
  • 175. 5 Brand Website + Social Network
  • 176. 7 Framework: 8. Seamless integration 7. Social log-in triggers sharing 6. Users stay on site with social log-in 5. Aggregate discussion on site 4. Brand integrated in social channels 3. Link away but encourage sharing 2. Link away with no strategy 1. No social integration
  • 177. 8 Do nothing – No social integration 8. Seamless integration 7. Social log-in triggers sharing 6. Users stay on site with social log-in 5. Aggregate discussion on site 4. Brand integrated in social channels 3. Link away but encourage sharing 2. Link directly away with no strategy 1. Do nothing – No social integration
  • 178. 10 Trader Joe’s does not integrate social on its site…
  • 179. 11 … despite die-hard fans and unofficial channels
  • 180. 12 Link directly away without a strategy 8. Seamless integration 7. Social log-in triggers sharing 6. Users stay on site with social log-in 5. Aggregate discussion on site 4. Brand integrated in social channels 3. Link away but encourage sharing 2. Link directly away with no strategy 1. Do nothing – No social integration
  • 181. 14 Zara links away without strategy
  • 182. 15 McDonald’s directs visitors away with a link (TV ads too)
  • 183. 16 But worse, sends a confusing message McDonald’s doesn’t encourage visitors to leave it site for social channels: “You are leaving the McDonald's Corporation web site for a site that is controlled by a third party, not affiliated with McDonald's.”
  • 184. 17 Link away but encourage sharing 8. Seamless integration 7. Social log-in triggers sharing 6. Users stay on site with social log-in 5. Aggregate discussion on site 4. Brand integrated in social channels 3. Link away but encourage sharing 2. Link directly away with no strategy 1. No social integration
  • 185. 20 Outback Steakhouse’s new Facebook “Like” button links away and encourages sharing
  • 186. 21 Brand integrated in social channels 8. Seamless integration 7. Social log-in triggers sharing 6. Users stay on site with social log-in 5. Aggregate discussion on site 4. Brand integrated in social channels 3. Link away but encourage sharing 2. Link directly away with no strategy 1. Do nothing – No social integration
  • 187. 23 Starbucks experience mirrored in social channels
  • 188. 24 Tiffany offers branded social channels… It’s even hard to know if this is Tiffany’s official Twitter page. It’s Facebook and home page is not even linked.
  • 189. 25 …but you wouldn’t know this from their home page There are no links directing visitors to Tiffany’s official social channels – a missed opportunity.
  • 190. 26 Aggregate the discussion 8. Seamless on corporate site integration 7. Social log-in triggers sharing 6. Users stay on site with social log-in 5. Aggregate discussion on site 4. Brand integrated in social channels 3. Link away but encourage sharing 2. Link directly away with no strategy 1. Do nothing – No social integration
  • 191. 28 Whole Foods aggregates some of the discussion on site and links away There are no links directing visitors to Tiffany’s official social channels – a missed opportunity.
  • 192. 29 Social log-in systems that allow users 8. Seamless to stay on site integration 7. Social log-in triggers sharing 6. Users stay on site with social log-in 5. Aggregate discussion on site 4. Brand integrated in social channels 3. Link away but encourage sharing 2. Link directly away with no strategy 1. Do nothing – No social integration
  • 193. 31 Customers log in with Facebook Connect on H&R Block’s community
  • 194. 32 Social log in that triggers viral loop 8. Seamless integration 7. Social log-in triggers sharing 6. Users stay on site with social log-in 5. Aggregate discussion on site 4. Brand integrated in social channels 3. Link away but encourage sharing 2. Link directly away with no strategy 1. Do nothing – No social integration
  • 195. 34 Pepsi’s Refresh Project asks users to log in with their Facebook…
  • 196. 35 … and share their Refresh votes with friends on Facebook or Twitter
  • 197. 36 Sign into HuffPo with Facebook and share/discuss news with your social graph
  • 198. 37 “Like” merchandise in the Levi’s store via Facebook and share with friends
  • 199. 38 A seamless integration between 8. Seamless corporate site and social sites integration 7. Social log-in triggers sharing 6. Users stay on site with social log-in 5. Aggregate discussion on site 4. Brand integrated in social channels 3. Link away but encourage sharing 2. Link directly away with no strategy 1. Do nothing – No social integration
  • 200. 40 vitaminwater doesn’t have a corporate site – it’s “temporarily” moved to Facebook
  • 201. 41 The Radical Future? Websites are dynamically assembled on the fly based on social profiles. This could happen in person, or while using Google or Facebook. As a result, URLs won’t matter, nor will domains/ Instead the web will be sorted around people and contextual situations. As a result, ads become useful information, and desirable.
  • 202. 44 Site opportunities The future of web experiences will be based around people –not products. Take inventory of all corporate web assets and identify where they are in the framework. Identify desired state and build a plan against it. Start small and slow, and be sure to have a strategy. Don’t arbitrarily jump into social marketing space without a long term goal. Be deliberate in your actions.
  • 203. To finish (phew)
  • 204. “Like  air  &   drinking  water,  being   digital  will  be  no3ced  by  its   absence,  not  it’s  presence”                                             Nicholas  Negroponte,  1998
  • 205. Opportunities New channels advance but traditional channels hold firm It’s vital that communication spans the channels When channels are connected the whole can be greater than the sum of it’s parts Emergence of multi-tasking provides the opportunity to connect channels like never before
  • 206. It’s not all about the latest technology Walkers combine channels to reach & engage High reach channels used to deliver message and inspire audience Accessible digital channels including text offered easy route to deliver engagement
  • 207. and don’t forget, of course some of this seems strange... 1. Everything that’s already in the world when you’re born is just normal 2. Anything that gets invented between then and before you turn thirty is incredibly exciting and creative and with any luck you can make a career out of it 3. Anything that gets invented after you’re thirty is against the natural order of things and the beginning of the end of civilisation as we know it until it’s been around for about ten years when it gradually turns out to be alright really.
  • 209. The rules of marketing may have changed. But you still need to get attention, be remembered and generate results.
  • 210. futureme.org Write down 3 things which you’ve found most important about this afternoon which you need to remember. Email yourself in 1 months time.
  • 211. THA NKS Homework: Join Twitter, Linked In & make sure you have a Google account