1. 1. Marketing in a Fractal World LAWRENCE VILLEGAS July 02 - Mobile Summit Manila 2015 Social-Local-Mobile Tactics for Hard-to-Find Consumers All rights reserved.
2. 2. fractal noun fractal frak-tl The word FRACTAL was coined by the mathematician Benot Mandelbrot in 1975.
3. 3. fractals in nature Though its hard to quantify in exact mathematical terms how things work, it is easy for us to see general repeating patterns.
4. 4. CUSTOMER SEGMENTATION
5. 5. Consumers are complex!
6. 6. Forecasting Unpredictability Even in the seemingly random, todays technology has reached a level of sophistication that has the ability to understand and predict with a certain level of confidence.
7. 7. WHERE: Provides CONTEXT to the message to drive differentiation and relevance. SoLoMo MOMENTS WHAT: CONTENT and CONVERSATIONS that effectively engage and build shared value are inherently social. HOW: Portable & locally-aware TECHNOLOGY that ASSISTS decisions and AUTOMATES processes. WHO WHEN SOCIAL LOCAL MOBILE
8. 8. COLLECTIVE MOMENTSWatching an event live, sharing the moment with other fans, is a singular and special experience. Today with mobile, we're connecting with others, sharing the same experience at the same time we can talk about it with other people as it happens.
9. 9. Brandsaretryinghard tobecomepartofthese collectivemoments. Whenitworks,it'smagical. Butit'shard.That'swhytherearesofewsuccessstories. Andeventhen,itgetshardertolinkittomovingtheneedleforthebusiness.
10. 10. Real-Time Marketing : Catching fleeting moments
11. 11. Micro-Moments: Moments of Truth
12. 12. SoLoMo MOMENTS WHO WHEN SOCIAL LOCAL MOBILE Moment Marketing is about being ready for the Moment. Having a SoLoMo approach is a great way to create meaningful value exchanges ready for these moments.
13. 13. The WHAT: SOCIAL CONTENT and CONVERSATIONS that effectively engage and build SHARED VALUE WHO WHEN SOCIAL LOCAL MOBILE
14. 14. Be SOCIAL at the heart. The Consumer is not an individual.
15. 15. Share stories, not messages
16. 16. Define your social tone of voice Branding is becoming less of a product positioning or a marketing message, but rather a consistent socially-oriented tone of the brand voice that is maintained across a myriad of varied conversations & stories around the brand and topics.
17. 17. Crowdsource and Collaborate
18. 18. Case Study: Nike Phenomenal Shot
19. 19. The WHERE: LOCAL Provides CONTEXT to the message to drive differentiation and relevance. WHO WHEN SOCIAL LOCAL MOBILE
20. 20. Fuel Context The important thing for marketers to remember is that you dont need to be a part of every conversation.
21. 21. Google identifies these key micro-moments:
22. 22. key factors in defining micro-moments:
23. 23. Case Study: Coke Zero drinkable ad
24. 24. The power of LOCAL is in driving relevant CONNECTIONS and CONVERSIONS.
25. 25. The HOW: MOBILE Portable & locally-aware TECHNOLOGY that ASSISTS decisions and AUTOMATES processes. WHO WHEN SOCIAL LOCAL MOBILE
26. 26. Google just reported this June that online sessions done on mobile are increasing, but those sessions are getting shorter. But achieving conversion from a mobile search has dramatically increased to an average of almost 30%.
27. 27. Life-optimizing apps & Gamification Aim to reward or track users based on during-moment decisions that they make.
28. 28. Be a companion, not a campaign. Remember: You're the cheerleader, not the quarterback. Fuel the passion without getting in the way.
29. 29. WHERE SoLoMo MOMENTS WHAT HOW SOCIAL LOCAL MOBILE WHO WHEN
30. 30. Start with the data. Listen.
31. 31. Plan for Possibilities Since you can't predict what's going to happen, build yourself a plan that can be tweaked on the fly. Planning ahead will allow you to seize the opportunity to join conversations when they are at their most relevant and have the most momentum and energy.
32. 32. Start with Processes. Scale with Automation. Have a process in place. As with any successful messaging, a plan for execution must be established. Make sure to think through the logistics of monitoring programming, aligning with your strategy, and developing content
33. 33. Build. Test. Learn. Youll never get it right the first time. Its just like sex it gets better with practice. With iteration, learning and optimization, you will find something worth investing on. Campaigns, like promises, are not meant to last. Great ideas need commitment to reach its tipping point. Remember, FIRST does not mean overnight success. Ask Friendster. Then ask Facebook or Nix Nolledo of Xurpas.
34. 34. How do you navigate thru ?
35. 35. It does not need to be a complex algorithm, but rather a coming togehterof simple rules and processes that as a collective works as a highly-adaptiveintelligentsystem.
36. 36. Thank You! Lawrence G Villegas 121 Manager, Consumer Engagement PMFTC Inc. Lawrence.Villegas@pmi.com Twitter: @kuya_law LinkedIn: https://ph.linkedin.com/in/practicalmagician