Web 2.0 Meets Thunderdome - PowerPoint PPT Presentation

1 / 28
About This Presentation
Title:

Web 2.0 Meets Thunderdome

Description:

Jeremy Wright, Global Director, Mobile Brand Strategy, Nokia ... Wallpapers. GPS. QR Codes. Video short codes. Blogging. Picture taking/sharing. Coupons ... – PowerPoint PPT presentation

Number of Views:73
Avg rating:3.0/5.0
Slides: 29
Provided by: adt5
Category:

less

Transcript and Presenter's Notes

Title: Web 2.0 Meets Thunderdome


1
Web 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
  • Welcome to Thunderdome

Three men enter, one man leaves
3
What 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
5
Dont Take My Word for it!
Direct Magazine, Oct/Nov 2006
6
But 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
7
Under Investing in Email Investing in Emerging
Tactics!
8
Social Media Adapt, Migrate or Die
  • Rob Crumpler
  • President and CEO, BuzzLogic

9
(Rob) Crumplers Law
  • Its the consumers world.
  • Youre just living in it.

10
Consider 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?

11
Consumer 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.

14
The 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
15
Spending 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
16
But 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.

17
How could a brand capitalize on THIS conversation?
18
FirstFind 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

19
ThenTarget 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?

20
If 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

21
Which is the most intimate and prevalent medium
of them all?
  • Jeremy Wright,
  • Global Director, Mobile Brand Strategy, Nokia

22
The digital world
23
What role will mobile play?
2007
2011
2015
24
How 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

25
Some 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
26
Fundamentals
  • 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
28
Discussion, Debate, Defeat!
Write a Comment
User Comments (0)
About PowerShow.com