Title: Web 2.0 Meets Thunderdome
1Web 2.0 Meets Thunderdome
- PANELISTSChris Marriott, General Manager,
Acxiom Digital - Jeremy Wright, Global Director, Mobile Brand
Strategy, Nokia - Rob Crumpler, President and CEO, BuzzLogic
2 Three men enter, one man leaves
3What were here to debate
- Which digital tactics have demonstrated ROI, and
which are still mostly hype? - How should you evaluate emerging digital tactics
and technologies? - How do you know when to stay on the sidelines and
when to get in the game?
4 (Chris) Marriotts Law
- The degree of hype surrounding a new digital
tactic is inversely proportional to its
effectiveness in driving sales and ROI -
When did Motley Cr?e become classic
rock? 1985, Bowling for Soup
5Dont Take My Word for it!
Direct Magazine, Oct/Nov 2006
6But the Dollars Are Still Going Elsewhere
US Spending on Select Direct Marketing Tactics,
2008 (billions)
Are you kidding me?!!!!
Source Direct marketing Association as cited by
Promo Magazine, October 18, 2007
7Under Investing in Email Investing in Emerging
Tactics!
8Social Media Adapt, Migrate or Die
- Rob Crumpler
- President and CEO, BuzzLogic
9 (Rob) Crumplers Law
- Its the consumers world.
- Youre just living in it.
-
10Consider This.
- 60 percent of consumers who read
- any of the 15 million active blogs in the US
- are doing so to get someones opinion.
- Whose opinion Influences
- YOUR potential customers?
11Consumer Buying Behavior Considering an iPhone
switch.
12(No Transcript)
13- The result?
- Potential buyer puts iPhone purchase on hold due
to concerns about corporate email support.
14The Stats Speak for Themselves Social Media
such as Blogs are Powerful Persuasive
- 15 million active blogs in the US alone
- 1.4 new posts a day
- 60 million Americans read blogs
- 65 of blog readers are reading to get
- an opinion
- 61 of consumers said they trusted blogs as
- reliable sources of information
Direct Magazine, Oct/Nov 2006
15Spending trends have shifted as a result
Companies worldwide will spend 1.2 billion
advertising on social networks this year, up
from just 445 million in 2006. By 2011, the
figure will be 3.6 billion eMarketer, October
2007
Direct Magazine, Oct/Nov 2006
16But how do you spend your budget on the RIGHT
things?
- Uncovering influence in social media is a
powerful starting point for - Discover opinion leaders driving the online
conversations you care about (separate signal
from noise) - Verifying impact of the content you think matters
- and people publishing it - Understanding breadth and character of the
people creating and consuming social media - Reaching, interacting and partnering with the
individuals out there creating great content.
17How could a brand capitalize on THIS conversation?
18FirstFind the Influencers
- Conduct Influencer Relations programs to build
credibility - Comment on their blogs
- Link out to their posts from your Corporate Blog
- BlogRoll Them
- Elicit feedback in product reviews
19ThenTarget the Conversation.
- Who is directing traffic and attention to this
post? - Who is this influencer linking out to for
information? - What do these linking patterns tell me about
consumer behavior?
20If I were Apple
- Site target an ad across Gizmodo capturing
exposure on the posts that knock my competitors - Tailor ad with compelling message to
enterprise-level customers - Extend my marketing messages to the community
converging around this conversation in the
blogosphere
If I were Sprint
- Comment on this post, address user concerns
- Site targeted ad with relevant offer
- Tailor and build ad campaigns to different
opinion leaders and their audiences both negative
and positive.
If I were Palm, T-Mobile and Motorola
- Site-targeted ad campaign playing up
enterprise-level email support/capitalize on
iPhone weaknesses - Site targeted ad with relevant offer
- Find additional conversations my demographic
targets are having - ie ringtones, then place
targeted ads to those engaged consumers
21Which is the most intimate and prevalent medium
of them all?
- Jeremy Wright,
- Global Director, Mobile Brand Strategy, Nokia
22The digital world
23What role will mobile play?
2007
2011
2015
24How will brands use it to best effect?
- Engagement off other channels
- Mobile advertising
- The last mile to a sale
- Incentive and purchase device
- Post sales service
- Customer feedback advocacy
25Some mobile advertising formats
Database marketing
Banner ad to WAP site
Location based advertising
Ad in EPG
On pack promotion
Event engagement
WAP site with interactive mechanics
26Fundamentals
- Trial and learn
- Understand total brand impact
- ROI
- Brand health
- Find your Reach, Relevance and Results
27(Jeremy) Wrights Law
Gone are the days when you couldnt care less
about the 98 in the audience who didnt respond
28Discussion, Debate, Defeat!