adma digital launch

voyeurism and other random experiments

ME!

ME!

ME!

YEARS TO REACH 50 MILLION USERS!

10

20

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50

Year 1 Year 38

38 years

YEARS TO REACH 50 MILLION USERS!

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Year 1 Year 38

38 years 13 years

YEARS TO REACH 50 MILLION USERS!

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20

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Year 1 Year 38

38 years 13 years

4 years

YEARS TO REACH 50 MILLION USERS!

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20

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40

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Year 1 Year 38

13 years

4 years

38 years

3 years

FACEBOOK ADDED OVER 200 MILLION USERS IN LESS THAN A YEAR!

In our DNA!

•   Measurable  and  accountable,  testable,  itera1ve  –  test  it,  tweak  it,  refine  it,  op1mise  •   Targeted  and  tailored    •   Cost-­‐effec1ve    •   Interac1ve,  engaging,  immersive,  dynamic,  immediate,  real-­‐1me  (challenges?)  •   Community,  social,  bi-­‐direc1onal,  conversa1onal  –  listen  •   Ubiquitous  –  empowered  users      •   You  can  implement  it!  •   But,  the  consumer  has  all  the  power  

Why?!

•   Fit?  •   Strategic  alignment  •   Commitment  and  resources  

First!

MEASUREMENT!

Measuring

MEASUREMENT!

Measuring Listening

MEASUREMENT!

Measuring Listening Stalking

MEASUREMENT!

Measuring Listening Stalking

•   It  works  •   Built  on  trust,  value  and  relevancy  –  poor  execu1on  can  hurt  

Email!

Email  –  golden  advice  1.   Deliver  value  –  trade  something  –  make  a  posi7ve  social  impact  2.   Be  regular  /  consistent    

•  Balancing  act  between  mindshare  and  bugging  people  •  Fortnightly  or  monthly  work  best  

3.   Be  on-­‐7me  •  B2B:  Tues  –  Thurs,  9:30am  1ll  3pm  •  B2C:  Fri  –  Sun,  5pm  1ll  8pm  

4.   From  name  -­‐  #1  factor  in  whether  people  open  •  Familiar,  and  keep  it  consistent      

5.   Subject  –  Capture  interest,  don’t  trigger  spam,  and  keep  consistent  formaJng  •  20  –  50  characters    •  Follow  deliverability  rules  (70%  -­‐  80%  don’t  make  it)  

•   Smart  copy  –  avoid  spammy  language  (‘sale’,  ‘fee’,  ‘bonus’,  ‘crazy  deal’  etc)    •   Get  added  to  recipients’  address  books    •   Check  out  an1-­‐spamming  regula1ons  (ADMA)  

•  2  components  –  variable  +  consistent    6.   Don’t  forget  plain  text  (otherwise  5%  won’t  see  it)  7.   Feed  your  list  

•  Segment  8.   Respect  yourself    

•  No  unsolicited  mail  •  Stay  on  topic  –  what  they  signed  up  for  •  Add  a  permission  footer  to  explain  why  you’re  contac1ng  them  •  Preferences  -­‐  Give  people  choices  in  how  o`en  they’re  contacted  and  what  for    

•  Stop sending everyone everything! •  Stuff people are interested in

•  Exclusivity •  Their eyes only •  First to know

•  First-name basis •  Insight

Value!

Classmates.com Craigslist

SixDegrees.com AsianAvenue

Care2 Xanga

LiveJournal BlackPlanet

MiGente Mixi (Japan) (SixDegrees closes)

Cyworld Ryze StumbleUpon Meetup.com

Friendster Fotolog Plaxo MyLife

Skyblog Couchsurfing MySpace Tribe.net Fast.FM Hi5 LinkedIn Open BC/Xing Netlog (Europe) MyHeritage

Flickr, Piczo, Mixi Facebook (Elite Unis) Dodgeball Orkut, Dogster Multiply, aSmallWorld Catster Hyves Yelp Vimeo Taringa (Argentina) Basecamp

YouTube Facebook (High School Networks) Xanga (SNS relaunch) Yahoo! 360 Cyworld (China) Ning Bebo AsianAvenue, BlackPlanet (relaunch) Gather.com Loopt Renren (China)

Facebook (corporate networks) Cyworld (US) MyChurch QQ (everyone) Windows Live Spaces Facebook (everyone) Twitter Cafe Mom Nasza-Klasa (Poland) Odnoklassniki (Russia) Vkontakte (Russia)

Tumblr Ravelry

Kaixin001 (China) Yammer Plurk

Foursquare Gowalla

Google Buzz OLD!

ENGAGEMENT!

ENGAGEMENT!

Op7ons  

•   Use  exis1ng  social  plaaorms  like  Facebook,  Twiber,  LinkedIn,  YouTube  etc  •   Mix  exis1ng  social  plaaorms  with  your  content  •   Create  your  own  online  community  

Rules  

•   On  their  terms  –  the  customer  has  all  the  power    •   Sophis1cated  users  •   Humanised  brands,  real  conversa1ons  •   Trading  things  of  value  

HOW!

Attract the target group to your community

•  Strong common interest •  Make it feel alive •  Incentives to join •  Critical mass

STRATEGY!

Attract the target group to your community

Get them activated in the community

•  Creators (5%) •  Contributors (20%) •  Lurkers (75%)

•  Strong common interest •  Make it feel alive •  Incentives to join •  Critical mass

STRATEGY!

Attract the target group to your community

Get them activated in the community

Learn about your members in a social context

•  Members’ preferences? •  How can you participate? •  Be close to them?

•  Creators (5%) •  Contributors (20%) •  Lurkers (75%)

•  Strong common interest •  Make it feel alive •  Incentives to join •  Critical mass

STRATEGY!

Attract the target group to your community

Get them activated in the community

Learn about your members in a social context

Communicate and engage based on information in the community

•  Gender, age – lame •  Company, job – ok •  Interests – good •  Behaviour – awesome!

•  Members’ preferences? •  How can you participate? •  Be close to them?

•  Creators (5%) •  Contributors (20%) •  Lurkers (75%)

•  Strong common interest •  Make it feel alive •  Incentives to join •  Critical mass

STRATEGY!

TASPLAN!

Facebook  

SOCIAL ADS!

GET MILEAGE!

GET MILEAGE!

GET MILEAGE!

GET MILEAGE!

Build trust, loyalty, engagement and reputation

WHAT SHOULD I BLOG!

•   Microblogging  –  send  tweets  (140  characters  or  less)  •   Live  stream  –  share  and  discover  what’s  happening  in  real-­‐1me  •   Listen  to  what  people  are  saying  about  topics,  compe1tors,  you,  your  brand  etc  •   Build  credibility,  network,  traffic  

•  Participating builds trust •  Listening builds trust

MICROBLOG!

MICROBLOG!

WORK IT OUT!

WORK IT OUT!

WORK IT OUT!•  To receive discounts •  I am a customer •  To show others that I support this brand

•  Discounts •  Breaking news / info •  Exclusive content •  Only 2% of respondents show their support

GETTING DEEP!

•  Media strategy •  Tone of voice •  Value proposition / messages •  Task oriented / socially oriented? •  Where and how your customers want to engage •  How likely are they to share? •  How do they share?

•  More utilitarian motives •  More interested in product / promotional info •  Less interested in social interaction / entertainment •  39% use FB daily, but motives for interacting with brands closely mirror email •  Actively share stuff •  5 x more likely through email (65%) than FB (13%) or Twitter (1%)

EMAIL-FIRST!

•  Distinction between how engage with brands via email vs social platforms •  More likely to engage for fun, social belonging, support or entertainment •  84% use email and top motivations are like email-first group •  More likely to share info •  Equally likely through FB (40%) or Twitter (4%) as email (43%)

FACEBOOK-FIRST!

FACEBOOK FATIGUE!19% left / use it less

FACEBOOK FATIGUE!

45% lost interest

19% left / use it less

FACEBOOK FATIGUE!

45% lost interest

16% parents are there

19% left / use it less

FACEBOOK FATIGUE!

45% lost interest

16% parents are there 14% too many adults

19% left / use it less

FACEBOOK FATIGUE!

45% lost interest

16% parents are there 14% too many adults

13% privacy

19% left / use it less

MEDIA!

NEW SCHOOL METRICS!

MOBILE!

MOBILE!

MOBILE!

IN-DESTINATION!

IN-STORE!

PULL IT TOGETHER!

"As we convince more of our clients to invest money in online tactics, we need to realise that the more sophisticated we get, the more sophisticated people will get at filtering us out.”

•   Email:  swoodhouse@in-­‐tellinc.com.au    •   Twiber:  @scobywoodhouse  •   LinkedIn:  www.au.linkedin.com/in/swoodhouse  •   Hypescience:  www.hypescience.com.au    

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