Gent, 18-11-2011, sessie 'communicatie'

1. Vlajo, 18 november 2011
THE STATE
OF THINGS
(marketing-wise)
Friday 18 November 11

2. Friday 18 November 11

3. AdNerds
The Radically Digital Division of Proximity BBDO
Friday 18 November 11

4. Friday 18 November 11

5. Friday 18 November 11

6. From simple to complex
The state of paper media
The state of television
The state of traditional online bannering
The state of social media
The new and improved role of traditional media
Friday 18 November 11

7. From simple to complex
Friday 18 November 11

8. the advertising model is broken
Friday 18 November 11

9. Advertising used to be simple
Friday 18 November 11

10. Paid Media
Friday 18 November 11

11. The old consumer decision journey
many brands
fewer brands
final choice
BUY
Friday 18 November 11

12. Advertising is not so simple anymore…
Friday 18 November 11

13. Paid Media Owned Media Earned Media
Friday 18 November 11

14. Today’s consumer decision journey
r
side
con eva
lua
te
The Loyalty Loop
BO
ND
advo
cate BUY
enjoy
Friday 18 November 11

15. Media that’s targeted at you but
doesn’t include you may not be
worth sitting still for.
Clay Shirky, The Cognitive Surplus
Friday 18 November 11

16. The state of paper media
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22. Smartphones Surpassed Feature Phone Shipments in
W. Europe (Q2:10) / USA (Q1:11); ROW to Follow
Smartphone Shipments as % of Total Mobile Phone Shipments by Region, Q1:08 – Q2:11
100%
North America
Smartphone > Feature
% of Quarterly Mobile Phone Shipments
80%
Western Europe Phone Shipments
Rest of World (ex. Japan)
60%
50%
40%
20%
0%
Q1:08 Q3:08 Q1:09 Q3:09 Q1:10 Q3:10 Q1:11
Source: Data per Ehud Gelblum, Morgan Stanley Research. Note: In Japan, smartphone exceeded feature phone in Q4:08.
Friday 18 November 11

23. The state of television
Friday 18 November 11

24. We all wield media now
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30. Somewhere in the middle of nowhere…
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38. “Our study found that 63% of TV commercial impressions were
avoided simply by not paying attention to the screen.”
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42. Second Screen
Source: Nielsen
Friday 18 November 11

43. Friday 18 November 11

44. The state of traditional online bannering
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48. The state of social media
Friday 18 November 11

49. The Media Spectrum
Google Adwords TV advertising
Short Term Long Term
Highly Relevant Might be Relevant
Conversions Impressions
CPA GRP
Friday 18 November 11

50. Where in the Media Spectrum does social media fit?
4,4 million users
rs?
1 05K use 25K users?
Google Adwords Social Media TV advertising
&
Short Term Short Term Long Term Long Term
Highly Relevant Highly Relevant Might be Relevant Might be Relevant
Conversions Conversions Impressions Impressions
CPA CPA GRP GRP
* Belgian figures
Friday 18 November 11

51. "Typical approaches that focus on
raw fan counts, or the total number
of engagements on a given piece of
content, fail to depict the potential
and realized scope of social media
brand impressions"
The Power of Like, Co & Facebook, May 2011
Friday 18 November 11

52. FACEBOOK, A VIRAL PLATFORM
Friday 18 November 11

53. # fans
23.000.000 784.000.000
6.059 1.245.213
# unique friends / fan
34 207
The Power of Like, Co & Facebook, May 2011
Friday 18 November 11

54. Facebook has become our de facto
advertising platform
Jim Hanna, Starbucks Coffee Company
Friday 18 November 11

55. ComScore finds a high degree of similarity
between the tastes of friends.
Friday 18 November 11

56. Two ways to get people to “like” you...
organic marketing efforts
Friday 18 November 11

57. Like Widget
“Friend us on FB”
Ads
organic
Search
Friend Suggestion
Friday 18 November 11

58. Like-gates
Like us first & win...
Coupons
Share a wall post
and get a
coupon!
Invite Friends
Invite friends to
get benefits.
marketing efforts
Exclusive Content
Leave your
credentials for a
wallpaper...
Friday 18 November 11

59. Two typical consequences
Your virtual fan base resembles or differs from your actual fan base
Friday 18 November 11

60. Two typical consequences
te
like-ga
like wi
dget
Your brand new fans are staying or leaving you.
Friday 18 November 11

61. UNDERSTANDING HOW TO REACH YOUR FANS
Friday 18 November 11

62. It’s a little bit about math...
an edge is an interaction with your wall post: a like, a
comment, a share as well as the post itself
Edgerank = ∑
e=1 n
affinitye x weight e x time decay e
edge
affinity of an every type of edge has a the time decay
is
is higher specific weight: higher
o
1) for fans wh act 1) on the creation side: 1) if an edge h
is
ter
frequently indates some types of posts are recent enoug
with your up son
tions
worth more 2) in comparis edge
2) for interac o are 2) on the interaction side: with the previ
ou
by friends whll a comment is worth more
fans as we than a like or a share
Friday 18 November 11

63. Volvo Opendeurdagen Banner Ad Test
The initial setup...
!
Friday 18 November 11

64. Volvo Opendeurdagen Banner Ad Test
The social work-around
Jan Algoed is
attending Volvo
Opendeurdagen 2011
Volvo Open
!
Friday 18 November 11

65. A target audience of 1.254.213 Facebook users
Friday 18 November 11

66. Short Term Ad Performance expressed in Incidences
7.523.802 1.010
impressions new fans
0,03%
avg CTR
2.356
clicks
Friday 18 November 11

67. The new and improved role of traditional media
Friday 18 November 11

68. We went from a monologue to a
dialogue. Mass media will continue to
play a role. But its role has changed.
John Hayes, Chief Marketing Officer American Express
Friday 18 November 11

69. insights
media usage
message
DIABOLO
MODEL paid acted
impressions WE TALK
owned interaction
expressions YOU TALK
earned real
users usage
metrics
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74. Max Gebhardt (°1990) Max Arlestig (°1990)
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76. Turning to so-called influentials,
will make it very hard to actually
know or measure what your
communication efforts do for your
brand
Friday 18 November 11

77. so- nulle d influentials,
Turning toThe ca mber o afans lis only of
of ctua ly
e impoy hard tif your content is
r
will mak it ve rtance t your
a
know or measure wh in invitinrgyconsumers
successful
fo rts do fo our
com munito interaf
cation e ct
brand
Friday 18 November 11

78. dllr ofi f l uentia s, ll have an
The nuTraaeitionnflmedia lsti
g to somb ed a ns isually
-c
Turninim a act on o
f
p i r venco ifad to le to
e ot timpe rtrynturoconteplay. Creativity
a ry ha o r
will makc a
sn rvnwnmtire im nrtant one.
su cesasueeenhat your po t is
ow o r me f l i i vio ng consuur
kn t o in
tcaaictn efforts do f r yomers
com muni er t o
brand
Friday 18 November 11

79. Thx!
Friday 18 November 11