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
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
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
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
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?
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
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
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%
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
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.
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
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
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
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”
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
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
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
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
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
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
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
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
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.
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.