when brands go digital
TRANSCRIPT
WHEN BRANDS GO DIGITAL
Technology determines the speed and ease
of Communication
3
Social Ecosystem becomes Social Universe
20022003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2001
MOBILE CENTRIC SOCIAL NETWORKS
4 4
Source: Comscore, Aug 2012
TUMBLR
YOUTUBE
0
10
20
30
40
30
2216
129
INC. IN USERS: 50K to 17MN MONTHLY VISITORS
Adoption Of New Social Networks is Quicker Each Time
MO
NTH
S
Fit In or Stand Out?
Develop an Audience or Maintain Relationships?
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What do People Want?
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What Need do Social Networks Fulfill?
BROWSE SEARCH IDENTITY
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INFORMATION KNOWLEDGE CONNECTIONSobjective
actions
90’s 00’s 10’s
BE PRESENT REACH OUT FOSTER RELATIONSHIPS
brands
CO
NSU
MER
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When it comes to communication & brands, consumers are the HEROES
What is Digital Marketing?
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Search
Display Advertising
Forums & CommunitiesE-DM
Video Advertising
Video Content
Websites
Influencer Engagement
Social Media Promotion
Social Media Content
A toolkit to help brands reach today’s Connected Audiences
E-Commerce
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Conversations on Social are about
Engaging Audiences
Right Role+Right Social Network
=
How do brands take those FIRST STEPS into the consumer driven social universe?
CHUMBAKSEARCH STRATEGY
Think Different, Stand Out
• Identify your TG correctly.
• Focus on how the consumer thinks, acts & reacts.
• Assess tools to see which delivers the maximum ROI.
• Strategy can make you stand out from the rest.
• Execution is as important as planning.
CHUMBAK: SEARCH STRATEGY
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ANTWERP ZOO
ENGAGEMENT STRATEGY
Engage Regularly, Share Varied Content• Tailor your content to the channel on which it exists.
• Provide a way for engaged users to get more information, even notifications.
• Amplify UGC = Amplify excitement.
• Make them feel the excitement you feel.
• Success is when consumers feel that they have been part of creating something big.
ANTWERP ZOO: CONTENT STRATEGY
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TOURISM QUEENSLANDSOCIAL ENGAGEMENT
Campaign
App
Follow Up Campaign
Winners
Turn Consumers into Brand Advocates
• Motivate your most passionate advocates for the right reasons.
• Earned advocacy is more believable than paid advocacy.
• Learn from your campaigns, there is always scope for improvement.
• A campaign does not stop with getting customers, now what do you do with them?
• If it worked the first time, chances are it will work the second time(and on a bigger scale).
BEST JOB IN THE WORLD : SOCIAL ENGAGEMENT
OBERMUTTENCREATING SOCIAL VALUE
Social Recognition has Power
• Just Start: It is very easy to get started on Social Media.
• Acknowledge Fans: Recognition is a strong social motivator.
• Opportunity for brands to connect directly with consumers and eliminate intermediaries.
• People share even the most insignificant stuff on social media.
• A promise to the consumer must be kept. They will talk about it.
OBERMUTTEN: CREATING SOCIAL VALUE
Search by BINGCELEBRITY ENGAGEMENT
Consumer Interest & Crowd Collaboration• Get the consumer involved: let them work for it.
• Magic of mob: Even strangers will collaborate to complete a task
• Know the environment: Sometimes common goals that can be leveraged for benefit to all.
• Use the right hook( or celebrity) to get the right audience
• Digital works best when it breaks barriers between online and the real world.
• Make it easy to share and discuss: you want to spread the word.
• Paid media can help get the word out.
BING by MSN : CELEBRITY ENGAGEMENT
Why us?QUESTIONS?
Sonya DavidStrategic Planner AdPeople [email protected]