dancing with megaphones: imedia keynote
DESCRIPTION
More information: http://pewinternet.org/Presentations/2010/Dec/iMedia.aspxTRANSCRIPT
Dancing with MegaphonesThe New Rules, Realities, and Hard Data
Behind Consumer Control
iMedia Agency Summit
December 13, 2010
Phoenix, AZ
Pete Blackshaw: CMO, NM Incite, a Nielsen-McKinsey Company
Lee Rainie: Director, Pew Internet Project
Megaphone 1:Internet and Broadband
Flickr: Susan Ford Collins
70%
66%
Consequences for info ecosystem
Volume Velocity
Vibrance Valence /Relevance
Variety – Explosion of creations/niches
Networked creators among internet users
• 62% are social networking site users
• ~50% share photos
• 33% create content tags
• 32% contribute rankings and ratings
• 30% share personal creations
• 26% post comments on sites and blogs
• 24% use Twitter / other status update features
• 15% have personal website
• 15% are content remixers
• 14% are bloggers
• 4% use location-sharing services
So what for brands?
• The Bermuda Triangle
– Markets are fractured
– Marketplace is roiled
– Metrics haven’t kept pace
– Too much noise
• Brands are co-owned by advocates /acolytes
– Best of times - sanctuaries
– Worst of times - #fail
Megaphone 2:Mobile
connectivity
Flickr: Susan Ford Collins
Cell phone owners – 85% adults
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Jan-05 Jul-05 Jan-06 Jul-06 Jan-07 Jul-07 Jan-08 Jul-08 Jan-09 Jul-09 Jan-10 Jul-10
All adults Ages 18-29 Ages 30-49 Ages 50-64 Age 65+
96% 90%
85%
58%
Mobile internet connectors – 57% adults
0%
10%
20%
30%
40%
50%
60%
70%
All adults Whites Blacks Hispanics
62% 59%
55%
New cell and wireless realities
• More than 2/3 of adults and 3/4 of teens use the cloud• Web vs. apps struggle: 35% have apps; 24% use apps• Features used by cell owners
– 76% take pictures– 74% are texters (text overtakes talk in frequency in 2009)– 39% browse internet– 34% are email users– 34% record videos– 34% play games– 33% play music– 30% are IM-ers– 7% participate in video calls
Consequences for info ecosystem
Anywhere
Any device
PresencePlace
59% of Americans use TV and the Internet Simultaneously
Dramatically More Cross-Platform / Media-Mixing
Source: Nielsen Three-Screen Report
So what for brands?
Attention zones
Continuous partial attention
Deep dives
Info-snacking
Media zonesSocial
Immersive
Streams
Creative / participatory
Study / work
Megaphone 3:Social
networking
Flickr: Susan Ford Collins
So what for brands?
• Changed character of population
• Changed character of content
• Changes rhythms of engagement
• Changed the composition and use of people’s social networks
Consequences for info ecosystemSocial networks as sentries (WOM)
Consequences for info ecosystemSocial networks as information evaluators
Consequences for info ecosystemSocial networks as forums for action
Webshots: lauryn6842
Implications Pete Blackshaw
With Dramatically Different Channel Preferences
Question: Those who would contact the company to…
Discuss New
productsComplain
Get Advice
Make a Reco.
Crisis
Email 96 97 94 96 76
Call a live representative 94 95 92 90 95
FAQ on company website 94 NA 92 NA 74
Post an opinion or question on company website 87 80 77 82 48
IM through the company's website 81 78 78 76 71
Posting on a company message board 77 69 71 74 47
Posting on a blog sponsored by that company 68 61 64 68 41
Telephone - automated response/recording 57 57 62 59 52
Reading company's Facebook page 55 NA 53 NA 36
Sending photo or video to company 53 48 48 51 41
Posting on the company's Facebook page 50 42 47 47 31
Texting the company via mobile device 36 34 40 37 41
Source: Nielsen Consumer Channel Preference Study ‘09
Implication: A New Consumer Decision Journey to Manage
INITIAL CONSIDERATION: PURCHASE:
POST-PURCHASE EXPERIENCE:
ACTIVE EVALUATION:
▪ Consumer starts with 1.5 brands in mind, influenced by previous trial and word of mouth
At the moment of purchase, the consumer has evaluated only 3.2 brands, and makes decision based largely on information learned before shopping
66% of consumers engage with their brand after purchase (e.g., online research), and this engagement has a meaningful impact on the likelihood of repeat purchase
The consumer adds 1.7 more brands to consideration, based on packaging and sampling
19
Where Social Media Fits in to the Mix
Friending the Social Consumer25
Most influential touchpoints
2137
31
2810
Company-driven marketing Traditional advertising Direct marketing Sponsorship In-store advertising
Consumer-driven marketing Word of mouth Online research Offline/print reviews
Prior brand/product experience
Store/agent/dealer interactions
Moment of Purchase
22
5
43
ActiveEvaluation
26
26
Initial Consideration
39
12
Six Drivers of Brand Credibility
Trust Authenticity Transparency
ConfidenceConsistency
IntegrityAuthority
As AdvertisedReal & Sincere
Real PeopleInformal
Let the Sun Shine InEasy to Learn
Easy to DiscoverNo Secrets
Affirmation Listening Responsiveness
PlaybackReinforcementSearch ResultsAccountability
EmpathyWelcome Mat
Humility (we can learn)Absorbing Feedback
Follow-UpInvitational MarketingSolidifying the Solution
Dignifying Feedback24
Brand Credibility More Important Than Ever
Implication: Bold New Questions for Companies
Issue The Big Question
Credibility How to manage and protect credibility and trust in a highly transparent, 24/7 feedback environment?
InfluencerManagement
How to extend the notion of key influencer management to everyday consumers and even employees?
Cultivating Earned Media
How to generate earned media from customer service, and how service in general can be leveraged more strongly for brand and business-building via social media?
Organization How to best manage day-to-day digital/social media operations, recognizing that social media breaks down geographic and organizational barriers.
Listening & Measurement
What are the right listening & measurement protocols to drive accountability, feed engagement strategy & investment?
Website
MySpace
Social Commerce Ecosystems Implication: Death (or erosion) of Web Sites
Consumer Relations
BrandedMedia
Channels
Forum / Communities
ConsumerOutreach
Influencer Outreach
Brand Backyard Consumer BackyardCommon
Brand SiteContact CenterE-mail PhoneWeb Site
EngagementBlogChat, SMSPhoneRate & Review
CommunitiesUser-Contributions Ratings & Reviews Co-Creation
PlatformsTwitterFacebookYouTubeFlickr, LinkedIn
3rd PartyConsumeristEdmundsWebMDTechCrunch
43
Implication: New and More Holistic Rules of Engagement
Implication: From Selling to Service
Pizza Hut
Convenient pizza ordering experience
Experience B& J through peace, love and ice cream
Discover recipes for any occasion.
Communicate with co-workers for coffee runs
Simulate your favorite choc. milk experience at anytime
Ben & Jerry’s Kraft Hershey’s Dunkin Donuts
Relevance to BP
Price Finders
Product Info
Travel Services
Environmental Info
Implication: Rise of Consumer Cartels
Implication: Massive Levels of Retailer Innovation
Source: Company websites; Progressive Grocer &
Pittsburgh Post-Gazette
Can BP empower its franchises and/or products around innovation?
Implication: The Rise of Real-Time
24/7 Real-Time War Room 24/7 Engagement Listening Beyond Borders
All aspects of integrated, brand-monitored social media
Deliberate effort to shape and manage messaging
Listening tools cover multiple languages & regions
Source: Nielsen
Looking Ahead
Trend What It Is, What It Means
Mass Socialization Social “earned” media & paid media become more intertwined
Platform Proliferation New devices and multi-tasking abound
Mobile Comes of Age Extends mass socialization & extends media to point of sale
Apps Everywhere Disruptive growth in apps, fueled by games and service utilities
Dominance of Facebook
A juggernaut, rewriting rules + shifting attention from websites
Rise of Social Commerce
Redefining consumer retailer interactions, powered by GPS, etc
Relevance & Privacy Cautious advance to addressability; heightened scrutiny
Infrastructure Growth Increased access and speed expand digital opportunities
“Heads Down” Generation
Dramatic consumer habit change; all eyes to wireless devices
Digital Downsizing More filtering/control of apps, friends, followers, choices
35
What’s Ahead / Next?Near Term Trends for 2011
Market Trends Description
Digital & Social From separate roles to unified and integrated (now one & the same)
Mobile Disruption Re-setting the entire landscape
Activism & Social Media Smarter, Creative, More Empowered/Linked & More Sophisticated
Payments and Fees Friction-free and seamless (already in play with iTunes)
Globalization of Social Creating huge opportunities….and huge operational challenges
36
What’s Ahead / Next?Longer Term Trends & Disrupters
Organizational Trends Description
Media Blending Increasingly sophisticated: Paid, Owned, Earned
Brand Managers Moving to “Community Manager” Roles & Responsibilities
Enterprise SM Dramatic expansion beyond marketing channel innovations
Marketing + Service New synergy between marketing & operations
Agency Integration Social prompting greater integration from agencies & suppliers
Speedbacking Practice of immediately responding to key issues, especially crisis
Things to watch
• Content metering online – new media business models
• Enhanced tech – 3-D• New attention research – Nielsen and
Coalition for Innovative Media Measurement
• Privacy debates• Net neutrality debates • Spectrum allocation debates • Rise of the “internet of things”
Thank you!