digitalmediachannels_digitalworkshop_14sep10
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Destination MarketingDigital Workshop
8 September 2010
Singapore Tourism Board
Digital Media Channels
Search
Social Media
Online Video
Mobile
Gaming
Search
Searching for ‘whatever, whenever’ is now the global norm
Google Voice
Google Goggles
Yahoo: Handwriting Search
Up until recently the expected search output has been links to documents and websites
Social and video content results (output) offer new opportunities for brand to create visibility
YouTube: Video Search
2nd largest search engine
Facebook: Social Search
620m searches/mth
Twitter: Real-time Search
Search queries per monthGoogle: 88 billion(Twitter: 19 billion)Yahoo: 9.4 billionBing: 4.1 billion
YouTube Live: Real-Time streaming
• From ‘traditional’ inputs and search results
• To a wide variety of input methods
• And huge spectrum of output
Definition of Search has evolved
Capture intent (purchase pathway)
Deliver based on context & relevancy
Spezify: Social Search
Twines: Semantic Search
Wolfram Alpha: Computational Search
Global Market Share
Need to meet them at the point of intent
Implications
Capture intent (purchase pathway)
Deliver based on context & relevancy
1. They zoned in on what is most relevant with their audience (beyond their brand)
2. They created experiences/products that directly met those needs
3. They continued a highly relevant brand engagement (embedding brand in relevance)
Lessons
How are we currently relevant to our audience when they are searching for information?- Who are they?- What are they doing and where?
- thinking of travelling- when planning
Questions
Social Media
Old Spice
http://www.youtube.com/watch?v=e66XKxT8yDY
1. Branding exercise built on great agency-client relationship
2. Huge initial momentum generated by fantastic, traditional ad content and big traditional media spend
3. Continuing the momentum with more ad content4. Fan interaction and even more content5. Generates huge search visibility and interest6. Then shut it down after 3 days
Lessons
Dissection
What would you do with this fan base now?How would you continue the engagement and
keep buying the product?What if they all started losing interest in the
brand?How would you make the most out of their
inputs?
Question:
Best Buy: Maintaining a community
http://www.youtube.com/watch?v=-rTzIAWI4Ms (-2.50)
Dissection
Gleaning information from customers
“Dream Support”
Differentiation: Highlight experience stories
Transparency and trust
Hundreds of employees on twitter, informal policy
Online Video
The growth of online video
2,000,000,000 views a day
24 hrs of video uploaded every min
2nd largest search engine in the world
3rd most popular website in the world
Why?
Content Providers
Consumer Technology
Content Providers
Technology: Convergence Phase 1
Set-top boxes, game
consoles
Technology: Convergence Phase 2
Internet-connected
TVs
Technology: Demand
570%
Consumer
Consumer
50%
Implications
If people can choose what and when they want to watch
brand owners need to demonstrate much more sensitivity when approaching these platforms
How do advertisers insert themselves while not being seen as intrusive?
Break.com
Break.com
Well-defined demographic target (18-34yo men) Branded websites that cater to niches within the target demo Expertise in producing, licensing and distributing content Leverage this content expertise with its ad network muscle
Reach of 100 million men worldwide a month fifth-largest video advertising network in the U.S 38th-largest web property in the U.S
Break.com
“We’ve created a vertically integrated machine that’s self-sufficient in the sense that we can produce content, monetize it and distribute it”
—Keith Richman, CEO, Break Media
2,900,000 views from 2 websites (break and youtube)
• Fantastic understanding of target audience built up over time (3 years)• Leverage on brands benefit to this audience
(humor/relationships with girls)• Fine balance between production and distribution (before
assessing the feasibility and desired response of a campaign)• Brand engagement becomes natural extension of
recreational browsing behaviour
Lessons
• What kind of videos can we create for our audience?
• How do we ensure that they remain relevant?
Questions
Break.com
http://www.battleofthecheetos.com/
Gaming
Evolution of games
Evolution of games
Types of games
Social Gaming
Future of Gaming
Future of Gaming
• http://g4tv.com/videos/44277/DICE-2010-Design-Outside-the-Box-Presentation/
• Games creeping into reality (17.29-23.00) • (26.15)
Future of Gaming
Lessons- We are only at the beginning of how brands,
technology and consumers are coming together, adjusting then coming closer
- Gaming beyond entertainment but as a long term retention/loyalty/rewards program
Social Gaming
Mobile
Mobile
http://www.howcast.com/videos/386406-How-To-Unlock-Your-World-With-Foursquare
Mobile
http://www.youtube.com/watch?v=ZfX_ZQag1BM
• What kind of experience are we aiming to communicate/build for visitors?
• What role do we have in enhancing their experience of Singapore using their mobile?
Questions
Social as a process
As part of campaign strat
Understanding of audience
Production/Distribution
Game design
Retention Strategies
Building the relationship for future
Relevance and benefitDigital Media Channels
Search
Social Media
Online Video
Mobile
Gaming
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