imedia ppt
TRANSCRIPT
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Megaphone 1:
Internet andBroadband
Flickr: Susan Ford Collins
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70%
66%
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Consequences for info ecosystem
Volume Velocity
Vibrance Valence /
Relevance
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Networked creators among internet users
62% are social networking site users
~50% share photos
33% create content tags
32% contribute rankings and ratings
30% share personal creations
26% post comments on sites and blogs
24% use Twitter / other status update features
15% have personal website
15% are content remixers 14% are bloggers
4% use location-sharing services
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So what for brands?
The Bermuda Triangle
Markets are fractured
Marketplace is roiled
Metrics havent kept pace
Too much noise
Brands are co-owned by advocates /acolytes
Best of times - sanctuaries
Worst of times - #fail
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Megaphone 2:
Mobileconnectivity
Flickr: Susan Ford Collins
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Cell phone owners 85% adults
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Jan-05 Jul-05 Jan-06 Jul-06 Jan-07 Jul-07 Jan-08 Jul-08 Jan-09 Jul-09 Jan-10 Jul-10
All adults Ages 18-29 Ages 30-49 Ages 50-64 Age 65+
96%90%
85%
58%
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Mobile internet connectors 57% adults
0%
10%
20%
30%
40%
50%
60%
70%
All adults Whites Blacks Hispanics
62%
59%
55%
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New cell and wireless realities
More than 2/3 of adults and 3/4 of teens use the cloud
Web vs. apps struggle: 35% have apps; 24% use apps
Features used by cell owners
76% take pictures
74% are texters (text overtakes talk in frequency in 2009)
39% browse internet
34% are email users
34% record videos
34% play games 33% play music
30% are IM-ers
7% participate in video calls
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Consequences for info ecosystem
Anywhere
Any device
PresencePlace
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59% of Americans use TV59% of Americans use TVand the Internetand the InternetSimultaneouslySimultaneously
Dramatically More Cross-Platform / Media-Mixing
Source: Nielsen Three-Screen Report
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So what for brands?
Attention zones
Continuous
partial attention
Deep dives
Info-snacking
Media zones
Social
ImmersiveStreams
Creative /
participatoryStudy / work
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Megaphone 3:
Socialnetworking
Flickr: Susan Ford Collins
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So what for brands?
Changed character of population
Changed character of content
Changes rhythms of engagement Changed the composition and use of peoples
social networks
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Consequences for info ecosystem
Social networks as sentries (WOM)
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Consequences for info ecosystem
Social networks as information evaluators
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Consequences for info ecosystem
Social networks as forums for action
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Webshots: lauryn6842
Implications Pete Blackshaw
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With Dramatically Different Channel Preferences
Question: Those who would
contact the company to
DiscussNew
products
ComplainGet
AdviceMake aReco.
Crisis
Email 96 97 94 96 76
Call a live representative 94 95 92 90 95
FAQ on company website 94 NA 92 NA 74
Post an opinion or question on company website 87 80 77 82 48
IM through the company's website 81 78 78 76 71
Posting on a company message board 77 69 71 74 47
Posting on a blog sponsored by that company 68 61 64 68 41
Telephone - automated response/recording 57 57 62 59 52
Reading company's Facebook page 55 NA 53 NA 36
Sending photo or video to company 53 48 48 51 41
Posting on the company's Facebook page 50 42 47 47 31
Texting the company via mobile device 36 34 40 37 41
Source: Nielsen Consumer Channel Preference Study 09
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Implication: A New Consumer Decision Journey to Manage
INITIAL
CONSIDERATION: PURCHASE:
POST-PURCHASE EXPERIENCE:
ACTIVE EVALUATION:
Consumer starts with
1.5 brands in
mind, influenced by
previous trial and
word of mouth
At the moment of
purchase, the
consumer has
evaluated only 3.2
brands, and makes
decision based
largely on
information learned
before shopping
66% of consumers engage with their brand after purchase (e.g., online research), and this
engagement has a meaningful impact on the likelihood of repeat purchase
The consumer adds 1.7 more brands to consideration, basedon packaging and sampling
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Where Social Media Fits in to the Mix
Friending the Social Consumer24
Most influential touchpoints
2137
31
28
10
Company-driven marketing Traditional advertising
Direct marketing Sponsorship
In-store advertising
Consumer-driven marketing Word of mouth
Online research
Offline/print reviews
Prior brand/
product experience
Store/agent/dealer
interactions
Moment of
Purchase
22
5
43
Active
Evaluation
26
26
Initial
Consideration
39
12
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Six Drivers of Brand CredibilityTrust Authenticity Transparency
Confidence
ConsistencyIntegrity
Authority
As Advertised
Real & SincereReal People
Informal
Let the Sun Shine In
Easy to LearnEasy to Discover
No Secrets
Affirmation Listening Responsiveness
Playback
Reinforcement
Search Results
Accountability
Empathy
Welcome Mat
Humility (we can learn)
Absorbing Feedback
Follow-Up
Invitational MarketingSolidifying the Solution
Dignifying Feedback24
Brand Credibility More Important Than Ever
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Implication: Bold New Questions for Companies
Issue The Big Question
Credibility How to manage and protect credibility and trust in a highly
transparent, 24/7 feedback environment?
Influencer
Management
How to extend the notion of key influencer management to
everyday consumers and even employees?
Cultivating
Earned Media
How to generate earned media from customer service, and
how service in general can be leveraged more strongly for
brand and business-building via social media?
Organization How to best manage day-to-day digital/social media
operations, recognizing that social media breaks down
geographic and organizational barriers.
Listening &
Measurement
What are the right listening & measurement protocols to drive
accountability, feed engagement strategy & investment?
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Website
Facebook
Twitter
MySpace
LinkedIn
Social Commerce EcosystemsImplication: Death (or erosion) of Web Sites
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Consumer
Relations
BrandedMedia
Channels
Forum /
Communities
Consumer
OutreachInfluencer
Outreach
Brand Backyard Consumer BackyardCommon
Brand Site
Contact CenterE-mail
Phone
Web Site
Brand Site
Contact CenterE-mail
Phone
Web Site
Engagement
BlogChat, SMS
Phone
Rate & Review
Engagement
BlogChat, SMS
Phone
Rate & Review
Communities
User-ContributionsRatings & Reviews
Co-Creation
Communities
User-ContributionsRatings & Reviews
Co-Creation
Platforms
TwitterFacebook
YouTube
Flickr, LinkedIn
Platforms
TwitterFacebook
YouTube
Flickr, LinkedIn
3rd Party
ConsumeristEdmunds
WebMD
TechCrunch
3rd Party
ConsumeristEdmunds
WebMD
TechCrunch
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Implication: New and More Holistic Rules of Engagement
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Implication: From Selling to Service
Pizza Hut
Convenient pizza
ordering experienceExperience B& J through
peace, love and ice cream
Discover recipes for any
occasion.Communicate with co-
workers for coffee runsSimulate your favorite choc. milk
experience at anytime
Ben & Jerrys Kraft Hersheys Dunkin Donuts
Relevance to BP
Price FindersProduct Info
Travel Services
Environmental Info
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Implication: Rise of Consumer Cartels
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Implication: Massive Levels of Retailer Innovation
Source: Company websites; Progressive Grocer &
Pittsburgh Post-Gazette
Can BP empower its franchises and/or products around innovation?
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Implication: The Rise of Real-Time
24/7 Real-Time War Room 24/7 Engagement Listening Beyond Borders
All aspects of integrated, brand-
monitored social media
Deliberate effort to shape and
managemessaging
Listening tools cover multiple
languages & regions
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Source: Nielsen
Looking Ahead
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Trend What It Is, What It Means
Mass Socialization Social earned media & paid media become more
intertwined
Platform Proliferation New devices and multi-tasking abound
Mobile Comes of Age Extends mass socialization & extends media to point of sale
Apps Everywhere Disruptive growth in apps, fueled by games and serviceutilities
Dominance of
Facebook
A juggernaut, rewriting rules + shifting attention from
websites
Rise of Social
Commerce
Redefining consumer retailer interactions, powered by GPS,
etcRelevance & Privacy Cautious advance to addressability; heightened scrutiny
Infrastructure Growth Increased access and speed expand digital opportunities
Heads Down
Generation
Dramatic consumer habit change; all eyes to wireless
devices
Digital Downsizing More filtering/control of apps, friends, followers, choices
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Whats Ahead / Next?Near Term Trends for 2011
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Market Trends Description
Digital & Social From separate roles to unified and integrated (now one & the same)Mobile Disruption Re-setting the entire landscape
Activism & Social Media Smarter, Creative, More Empowered/Linked & More Sophisticated
Payments and Fees Friction-free and seamless (already in play with iTunes)
Globalization of Social Creating huge opportunities.and huge operational challenges
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Whats Ahead / Next?Longer Term Trends & Disrupters
Organizational Trends Description
Media Blending Increasingly sophisticated: Paid, Owned, Earned
Brand Managers Moving to Community Manager Roles & Responsibilities
Enterprise SM Dramatic expansion beyond marketing channel innovations
Marketing + Service New synergy between marketing & operations
Agency Integration Social prompting greater integration from agencies & suppliers
Speedbacking Practice of immediately responding to key issues, especially crisis
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Things to watch
Content metering online new media businessmodels
Enhanced tech 3-D
New attention research Nielsen andCoalition for Innovative Media Measurement
Privacy debates
Net neutrality debates Spectrum allocation debates
Rise of the internet of things
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Thank you!