the 6 trends in digital communication you must be aware off

Engaging Consumers with Brands

2011 Global Trends in Digital Communication

The 6 trends you must be aware off

Consumers Engagement Marketing


1) If you advertise on the Internet, will it generate buzz?

In 99,99% of case no because Buzz is unpredictable! Online Buzz = Great creative idea + highly engaged consumers + media budget to

support your marketing campaign.

Introduction: 5 wrong ideas about Internet Communication


2) Will customers who like your brand be active on your official Facebook / Vkontakte brand page?


No, they will not be naturally active. It is your customers that are waiting something from you, not the opposite. Clients who like your brand will be active only if you offer them interesting content, propose them interaction and invite them to have conversations.


3) Is it better not to do anything if you are afraid to fail?


No, your customers are not waiting for you to discuss your brand online. Failure is anyway part of the process that will brings you to defining your

successful model.


4) Does a high CTR or a low CPC mean the success of your online campaign?


No. CTR, CPC, … are just metrics! Success depends only of your strategic objectives (Push sales, increase loyalty,

improve online visibility, collect users data, …).



5) Are you in control of your brand’s online reputation?

No, you have no possibilities to control what is published online! Online users’ recommendations & critics are visible in search engines, highly

credible and long lasting. React to critics with arguments an don’t try to cheat!


“ We have no ideas what the Internet landscape will be like within 5 years.” Mark Zuckerberg, CEO of Facebook



152 million – The number of blogs on the Internet (as tracked by BlogPulse).

25 billion – Number of sent tweets on Twitter in 2010

100 million – New accounts added on Twitter in 2010

175 million – People on Twitter as of September 2010

600 million – People on Facebook at the end of 2010.

250 million – New people on Facebook in 2010.

30 billion – Pieces of content (links, notes, photos, etc.) shared on Facebook per month.

20 million – The number of Facebook apps installed each day.

Trend #1. Information overload.

The more content is published online…

…


Trend #1. Information overload.


Global display advertising efficiency:

The harder it is to get online visibility

Banner Retargeting

Social Integrations in Banners

Development of CPA models

Behavioral Targeting

iAds

Solutions:


Trend #2. Mobile Location Based Services.


Your customers can localize your business…

…

You are here!



Push them to action through direct incentives

Trend #2. Mobile Location Based Services.


Trend #3. Social E-commerce.


E-shopping has become a normal way to buy

…


Trend #3. Social E-commerce.


Transform E-commerce in a social experienceLevi’s online social commerce experience:


Trend #4. Senior Internet Users.


A large and influential consumer segment

82% Check E-mails

50% Pay Bills

44% Check weather forcasts

33% Read news

31% Visit social networks

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Trend #4. Senior Internet Users.


Senior E-users is the fastest growing category


Trend #5. Responsibility of community managers.


Community management starts with employees

Of employees think it’s easy for anyone to sabotage a brand‘s reputation using social media.*

74%

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85% Of employees are personal users of social media.*

Of employees are likely to become brand ambassadors.15%



Trend #5. Responsibility of community managers.

Set Corporate guidelines

Set strict guidelines for your CM

Set behavioral scenarios

Involve top managers if needed

Monitor online conversations

Be extra careful about what they say online

Marc Jacobs: Nestle: Solutions:


Trend #6. real-time communication.


What are you doing right now?

…

News feed

Global Social Media landscape evolution, 2009 - 2010


Youtube promoted video:



Good creative and smart positioning:

Old Spice campaign: Pro-active communication




185 videos filmed and published within 2 days

Old Spice campaign figures: No. 1 all-time most-viewed sponsored channel on YouTube. More than 200 Millions views for the videos on Youtube. + 80,000 Twitter followers in 2 days. + 700,000 Facebook fans. Facebook fan interaction jumped 800% since the launch of the personalized videos. Oldspice.com traffic jumped by 300%. Old Spice's sales were up 106%.

- Celebrities involvement.- Numerous parodies.- Offline PR.- Targeting of online influencers.


Conclusions


01 Conclusions

For more information about global social media trends, read Emmanuel Vivier’s article about 2011 social media trends published on culture-buzz.com.

Trends 2011: Take away points

Trend 1: Internet will always be more about engagement, not reach.

Trend 2: Think global – engage consumers’ locally.

Trend 3: Transform E-commerce in a social experience.

Trend 4: Stop thinking that social networks are for teenagers.

Trend 5: Be in control of what your employees are saying online.

Trend 6: The future of communication is real-time based.


02 Vanksen’s Network


Consumers Engagement MarketingFor any question, please contact me:

Thierry Cellerin

E.: [email protected]

M.: +7 985 44 22 544

W.: www.buzzfactory.ru

C.: www.vanksen.com

B.: http://buzz-factory.livejournal.com/

Twitter: @buzzfactory_ru


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