steer new media

Steer.co.nzNew Media Specialists18th Jan, 2010

New Media Presentation

What is New Media?

‘New Media represents a transformation of traditional media aswell as the emergence of new channels of interactivecommunication, facilitated by digital broadcast.’

Todd Steinman

What is New Media?

• Media that is currently evolving at an incredibly fast pace.

• ‘Google launched 34 applications in 70 Days!’• Taking the internet as an example:

– Web 1.0 – Read Only– Web 2.0 – Read/Write– Web 3.0 – Openness – links everyone

everything everywhere, and makes the whole thing potentially smarter.

• Fast customisable applications that can be used on multiple devices

• Updates posted to multiple platforms instantly• Real-time data e.g. Twitter results integrated

into Search Engines

New Media – What Does it Mean to Us?

Opportunities to do business better through:

• Empowerment & Virility• 1:1 Marketing & Interactivity• Openness• Accurate ROI measurement, across-the-line• More effective integrated campaigns• Nimbleness• New technology and innovation• Evolution of Search Engines - mixed media, real-time results and personalisation

Empowerment & Virality – Trends

• Traditionally interest from news and PR was reasonably gradual and quite measurable, we now see massive spikes in traffic to websites as a result of ‘people telling other people quickly’.

• "The majority of consumers are more likely to air their grievances without even consulting the company concerned, so organisations need to respond proactively online and see this as another communication channel.“ Jo Causon, Chief Executive - Institute of Customer Service

“Social Networking and Forums take over Search Engines in New Zealand”

Hitwise, December 07, 2009


Empowerment & Virality – Risks and Opportunities

• If businesses who have loyal followers are doing something ‘interesting’ there is every chance that word will spread quickly

• Studies have shown that as long as companies can respond appropriately and timely to negative comments that they can turn them into a benefit.


“I predict a number of big brands will experience brand protection issues during 2010; and

these issues will break out of Twitter into everyone's browser. Results are not only going to

appear for 'Big Brand Name & Product Fault', but for 'Big Brand' by itself. Consumers who are

just Googling for a brand are soon going to know all about the current hot issue for that

company.”

1:1 Marketing & Interactivity

• “The customer strategy trend that will make the biggest impact on business in 2010 is the ability to forge a relationship with customers in the way that they wish to interact with you versus the way you want them to interact.”


Successful companies in social media listen closely to their customers, engaging them in

active, two-way discussions, transforming their brand and customer interactions into quality

one-to-one experiences. Air NZ’s official Twitter site is a good example.

Openness

• You no longer have to work for or work with a business to get a feel for its culture.

• Social media has enabled businesses the opportunity to open their doors and let customers see into their business and better communicate with them.

• Businesses like Zappos, who have built their business on excellent customer service, have successfully leveraged social media.

• Complaints are often made public (e.g. Twitter post) so you have to make sure you are monitoring and responding in an appropriate and timely manner.

• There is an opportunity to put a human face back on business and create more loyal advocates.


Accurate ROI measurement, across-the-line

• Can now measure and attribute revenue across the whole customer journey, across-the-line.

• See example path to conversion >>

Receive Tracked Direct Mail (with Promo code)

Click on display advertisement

Click on Paid Search listing and purchase


More effective integrated campaigns

New media has enabled companies to run more effective integrated campaigns, leading to

improved ROI.

They can maximise reach by using numerous customer touch points e.g. Placing latest TV ad

on YouTube, Facebook and Homepage and referencing it on Twitter. They can also better

engage with customers.

New Media – What Does it Mean to Me?

Nimbleness

• Real-time applications and advanced software have enabled businesses to be incredibly nimble.

– For example, it is easy to see what AdWords campaigns are not performing and pause them instantly.

– Multivariate testing speeds up testing, giving detailed feedback on multiple sections of a webpage

• Negative publicity can be responded to quickly using a variety of customer touch points e.g. email, social media, paid search.


By being at the forefront of new media and embracing new technology businesses can further differentiate themselves from their competitors.

New technology and innovation

Behavioural Email Marketing – Achieve up to 750% ROI


Evolution of Search Engines - Mixed Media and Personalisation

Mixed media search results (e.g. Images, Video, News) have been a feature for some time now,

However, the introduction of real-time results (e.g. twitter posts) have further changed the way

companies need to optimise content for the search engines.

There is no longer a standard set of results for everyone. At present, companies that take a

mixed media approach to SEO have a real opportunity to dominate search result pages.


Business Impacts – Things to consider

• Impact on Brand • Technology requirements• HR/skills mix – e.g. new customer service channels requiring different skills• Marketing spend across integrated channels (no longer huge ATL budgets alone)• New Media strategy needs to be embraced by entire organisation, consistent and aligned to

company culture, values and brand• Cannot afford to ignore it!! Better to embrace and leverage it.
