tns & ogilvy bringing digital to life 10/26/10

Bringing Digital to Life


Digital Matchmaking


3

Overview

Drivers of Growth and Engagement: Activities and Attitudes

Understanding the Types of Consumers Online

Internet Engagement and Growth: Geographic Differences


4




Overview


5

Digital engagement varies geographically – and so will growth

HIGH

INVOLVEMENT

HIGH

CONSUMPTION

LOW

INVOLVEMENT

LOW

CONSUMPTION

Internet is routineMakes my life more efficient

Internet is non-essentialNot a big part of my life

Internet is pivotalIs the center of my life

Internet is aspirationalHelps me achieve my goals

Hi growth anticipated

Med growth anticipated

Digital engagement index is a measure of consumer / engagement in Digital; S5: How often access / Base: All respondents, n=48804


6

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

N America Lat Am China India Sub-Sah Africa

Mobile

PC at Café/Friends

PC at School

PC at Home

Access points vary with stage of development

Critical to leverage mobile access

Limited home access

26M 4M

Share of time spent by access point


7




Overview

8


Social Networking + ++ +++ +++ +++

Gaming + ++ +++ +++ +

Multimedia + ++ +++ +++ +

News, info seeking + ++ +++ +++ +++

Email + + +++ +++ +++

Shopping + +++ +++ ++ +

What are they doing online?

Low Current usageAvg Current UsageHigh Current Usage + = anticipated growth

Promote growth thru advanced mobile

devices/apps

E-commerce growth continues in hi-use markets

Growth in “utilitarian” applications

Reject BrandsBrand ReceptiveBrand ReceptiveModerate Moderate Differences in ad opportunity

Growth across the board in LAm & India

I6: Change in future activities use / All respondents: 222 163 225 393 361

9


Attitudinal drives of online behavior

Can’t imagine life without the Internet

Allows freedom of expression don’t have offline

Helps connect with like-minded individuals

Life without Internet would be a lot less fun

Internet improves my relationships

Low

Average

High

Internet allows me to stand out and be different

Internet is transformational in the east, more routine in the west.


10




Overview

11


Composition varies greatly by market

0

10

20

30

40

50

60

70

80

90

100

N America Lat Am China India SSA

Networkers

Influencers

Communicators

Knowledge-seekers

Aspirers

Functionals

The Internet is an integral part of my life

Use the Internet for expressing myself

Internet for info, knowledge, education

Internet is important for relationships

Looking to create a personal space online

Internet is a functional tool

12


Digital EngagementActivities

FUNCTIONALS

Digital activities

Number of friends

Digital Engagement

N AmericaN/W EuropeS/E EuropeDev Asia

Involvement

Consumption

Male Female

Younger Older

Employed Not employed

High Low

Digital Attitudes

Where?

Who?

Brand interaction

Frequency of internet accessI am concerned about data protection and privacy in the internet

Internet helps me connect with other like-minded individuals

In the online world, I can better express my feelings

The Internet improves the relationships I have with other people

Open to brands Brands are intrusive

Level of online purchasing (out of six) 5th

Above average touchpoints

ONLINE OFFLINEBranded sites Offline media

Retailer sites Retail shop

Price comparison Offline WOM

Search engine

User review on blog

Review sites

Social network comments

L

Mature and in developed markets. Internet is a tool. Control and efficiency make them mostly practical.

H

L

L

L

13



ASPIRERS

Digital activities

Number of friends

Digital Engagement

IndiaEmerg AsiaMENASSA

Involvement

Consumption

Male Female

Younger Older


High Low

Digital Attitudes

Where?

Who?

Brand interaction







Search engine

User review on blog

Review sites


Frequency of internet accessThe Internet improves the relationships I have with other people


Internet enables me to belong and be accepted by my friends

I can t imagine a life without the internet anymore

Life without the internet would be a lot less fun

L

H

L

L

H

Rely on mobile, but technology limits the best apps and networks. Need more mobile. Not into ecommerce.

14



NETWORKERS

Digital activities

Number of friends

Digital Engagement

N AmericaN/W EuropeS/E Europe

Involvement

Consumption

Male Female

Younger Older


High Low

Digital Attitudes

Where?

Who?

Brand interaction







Search engine

User review on blog

Review sites


Frequency of internet accessThe Internet improves the relationships I have with other people


Internet helps me connect with other like-minded individuals


Internet allows freedom of expression that I don t have in the offline world

H

L

L

HH

Heavy involvement in communities, and not much else. Ignore brands, but might see them as effective.

15



KNOWLEDGE-SEEKERS

Digital activities

Number of friends

Digital Engagement

S/E EuropeLatAm

Involvement

Consumption

Male Female

Younger Older


High Low

Digital Attitudes

Where?

Who?

Brand interaction

Frequency of internet accessI am concerned about data protection and privacy in the internet






Level of online purchasing (out of six) 3rd





Search engine

User review on blog

Review sites


H

L

L

MM

Voracious need to know, even about brands. Learn through search, reviews, brand sites and direct mail.

16



COMMUNICATORS

Digital activities

Number of friends

Digital Engagement

ChinaEmerg Asia

Involvement

Consumption

Male Female

Younger Older


High Low

Digital Attitudes

Where?

Who?

Brand interaction

Frequency of internet accessIn the online world, I can better express my feelings

Life without the internet would be a lot less fun




Level of online purchasing (out of six) 2nd





Search engine

User review on blog

Review sites


H

HH

H

Focus on self-expression and brand affiliation. Belonging appeased through fan sites and dialog.

17


Digital Engagement

INFLUENTIALS

Activities

Digital activities

Number of friends

Digital Engagement

S/E EuropeMENAIndiaChinaDev Asia

Involvement

Consumption

Male Female

Younger Older


High Low

Digital Attitudes

Where?

Who?

Brand interaction

Frequency of internet accessOpen to brands Brands are

intrusive

Level of online purchasing (out of six) 1st





Search engine

User review on blog

Review sites


Internet allows me to stand out and be different




I am concerned about data protection and privacy in the internet

H

HH

H

L

ALL

High engagement for these cross-over catalysts. Influence anywhere and they will affect elsewhere.

18


Product development needs to be informed about the kinds of consumers that will benefit, where to find them, and how big the

opportunity is.

Effective online marketing requires a differentiated understanding of target groups for proper messaging, directly based on their

behavioral differences to select appropriate channels.

Why is this Segmentation Important?

Customer value to your business is driven by attitudes, needs, behaviors, and personal characteristics. Differentiated approaches

are a critical technology markets.


19

20


Engaging with customers thru grassroots marketing

• Identify your most social customers

• Build strategies to drives sustainable word of

mouth

• Measuring the effectiveness

21


Grassroots marketing Framework


22

-50,000

0

50,000

100,000

150,000

200,000

250,000

300,000

1 2 3 4 5 6 7 8

Soci

al M

edia

"Im

pre

ssio

ns"

Months

Buzz vs. Sustained WOM

BUZZ Sustained WOM

Planning conversations creates sustained word of mouth.


23

Active listening tells you who

your social customers are

Identify who will be your social media audience.

What types of interactions do they want to have with you?

Understand their capacity for adopting social technologies on an ongoing basis?

Identify Assess Interact

Customer Engagement


24

One out of five Twitter users (20%) say they have

followed a brand in order to interact with the company.

www.marketingprofs.com


25

Business Objective

strategy tactic metrics

strategy

tactic metrics

tactic metrics

Link your organizations goals,

social strategy and key metrics.

What you want to achieve How you will achieve it

What you measure


26

V-Tech Toys

V-Tech wanted to build a community of moms talking about how their kids learn - a community that provides insight about their customers and what they want

• Increased social media share of voice from 20% to 70% versus competitor

• Launched Facebook Page with 10,000 fans in first 48 hours

• Average of 1,000 Facebook interactions per week


27

VTech created a brand presence with a clear and

relevant voice connecting with and activating the

online parenting community.

– Social Media Brand Voice: The VTech Mom – an

established influencer - connects with VTech’s target market

and creates a clear, authentic voice for the brand via Facebook

and Twitter.

– Conversation Management: 360 Digital Influence worked

with the VTech Mom to drive ongoing conversation and

community engagement across social media platforms, creating

a conceptual “front porch” on Facebook and Twitter.

– Social IRM: On behalf of VTech, 360 Digital Influence

developed relationships with over 300 influential parents in

social media to engage via Facebook, Twitter and blogs.

Exclusive opportunities around product launches and

promotions were offered to raise the volume of conversations,

and increase brand preference and purchase consideration.

Combining Facebook & Twitter:

Building Relationships With a Brand Voice

28


Summary

• Plan for long term relationships not “buzz”

• Listening tells you who your most social customers are.

• Put social media in context of business goals to

communicate value


Digital Mobility Moves

to the Forefront

Digital Mobility Driven by Dual forces of First Access and Last access

Digital Mobility as Unique Experience

Content will play a starring role in Digital Mobility

Digital Mobility is Reshaping Digital Expectations

Overview


32

Forces of Digital Mobility: Developed vs. Developing World

% online users accessing internet from mobile in last four weeks

Mobile Internet is the last form of access adopted in developed markets and the first form of access in developing markets

Source: TNS Digital Life / S4: Internet access point in last 4 weeks for leisure / Base: All respondents, n=48804


33

24%

79% 74%

90%83%

37%27%

86% 82%

96%87%

45%

Wireless Only Internet At Home

Broadband Connection (All

Households)

PC Subscription video

Cable Modem Connection (All

Households)

Wireless Households Have Smart Phone

Digital Mobility in the US

Service Penetration by Smartphone Use: Total US, 2Q10

Smartphone owners use more technology

Source: TNS Syndicated Market Tracking





Overview


35

Where are the next drivers of mobile growth?

% doing activity

PC

Mobile

Source: TNS Digital Life / I1: Frequency of online activities/ Base: All respondents, n=48804


36

There is room for Smartphones and Netbooks in the market due

to each device meeting different consumer requirements

36

Preferred devices for activities

Digital music

Calendar

Navigation

Transfer files

Bluetooth

Games

IM

Video calling

Internet access

Download content

Email

Edit images/video

Banking

Browse internet

Download apps

Read eBooks

Online shopping

Edit documents

20

29

27

28

27

32

35

35

41

43

49

50

44

52

45

44

51

55

55

46

42

42

42

41

38

33

33

30

28

25

25

24

24

22

17

17

Advanced mobile phone Netbook

Source: TNS 2010 GTI / J6: Advanced mobile phone vs. Netbook / 2010 Bases: J6 All mobile users: 22360


37

Harnessing the Uniqueness and Power of the Mobile Experience


38

Mobile and PC Experiences will differ

Future increase in activities Greater increase on PC Greater increase on mobile

Source: TNS Digital Life / I6: Change in future activities use / Base: All respondents, n=48804





Overview


40

Content providers have established a strong share of consumer

commitment in the category, especially in Developed Markets

58

55

46

70

47

61

53

51

36

53

37

35

38

26

44

37

27

25

35

34

5

10

16

4

8

2

21

24

29

13

Africa

M East

LatAm

Emerg Asia

China

India

Dev Asia

Europe

N America

Global

Handset manufacturers Network providers Content providers

%

Commitment share by category

Source: TNS 2010 GTI / Section E Conversion Model analysis / 2010 Bases: All mobile users


41

Google/Gmail

Microsoft / MSN /

WindowsYahoo

YouTube

Facebook

Wikipedia

Myspace.comBaiduAmazon.com

Mapquest Twitter

0%

10%

20%

FO Index

Bra

nd

Us

ag

e -

%

Future Opportunity Map – Top Mobile Content brands

Twitter has the strongest growth potential of top content brands

Source: TNS 2010 GTI

Weaker future-

influence

Stronger future

influence

Mature Opportunities Power Opportunities

Niche Opportunities Emergent Opportunities





Overview


43

Moving from “Dialing In” to “Always On”

•

% accessing daily

Source: TNS Digital Life / S5: How often access / i10: Usage of offline media / Base: All respondents 48804


44

The home dominates usage in mature markets…

•

PC at home PC at work / schoolPC at internet

café / friendsMobile

Share of time spent by access point

TNS 2010 Digital Life / S4: Internet access point in last 4 weeks for leisure / Base: All respondents 48804


45

Digital Mobility Setting the New Standard


46

The structure of digital varies regionally and will follow different

development paths

Digital Mobility Driven by Dual Forces of the first vs. last form of Internet

Research Finding Business Implication

Different use cases require a segmented experience

Digital Mobility as Unique Experience from Computer Focused Internet

The role of apps, mobile internet and location based services will only increase

Content Will Play a Starring Role in Digital Mobility

Alignment between handset , carrier, operating system and apps will define the

full user experience

Digital Mobility Reshapes Expectations for all Digital Experience

Digital Mobility drives expectations of access – always on vs. dialing in


47


48

• Challenges with location based

platforms

• Checking in will take a back seat.

• Experiential branding will take on

new meaning.


49

Many location platforms lack relevance.


50

Move from anonymous “check in”

to tailored experience.


51

Each location can have dozens of platforms to manage check in data

Location based content management


52

Location analytics

beyond check in.

Action

Preference

Reach


53

The check in will take a back seat.


54

Mobile can augment traditional advertising and PR using GPS and cameras.


55

Mobile rewards will take new forms besides the “Check in”.


56

Brand experiences will be extended by blending physical space and digital content.


57

Nike example


58

Summary

Increase relevance of location based offers.

Extend existing rewards programs with new interactions.

Plan the experience beyond giving away coupons.


59


60

What is Digital Business?

Services Commoditization 24/7 Business Intelligence

Social Interactivity

Digital Business is the act and process of exchanging business information digitally.

Complete Interconnectivity Customer Focused

Improving ROI

Where is Digital Business Today?


61

What Does the Back Bone of Digital Business Look Like?

Business Services and Applications

Digital Business Enablers

Digital Frameworks

http://images.google.com/imgres?imgurl=http://media.marketwire.com/attachments/200804/422975_IntacctLogoMarch200830per.jpg&imgrefurl=http://www.marketwire.com/press-release/Intacct-Garners-Five-Star-Review-From-The-CPA-Technology-Advisor-998163.htm&usg=__j4-2oty_ysedCjXy1nPXaEqe2qw=&h=67&w=276&sz=5&hl=en&start=3&sig2=Aq2Vj_L_iCk9NFj4t8lEAQ&zoom=1&itbs=1&tbnid=QFdkrIM8Fjqw_M:&tbnh=28&tbnw=114&prev=/images?q=intacct&hl=en&gbv=2&tbs=isch:1&ei=pBK2TNPQLIKclgfRsJntBQ

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http://images.google.com/imgres?imgurl=http://www.school-portal.co.uk/GroupDownloadAttachment.asp?GroupId=884624&AttachmentID=1025776&imgrefurl=http://www.school-portal.co.uk/GroupHomepage.asp?GroupID=884624&usg=__k08m5DQIfyEUnBbyUKPEW4fWD1A=&h=480&w=631&sz=37&hl=en&start=8&sig2=uT9UkCyYOfRBDhh2AKhLHA&zoom=1&itbs=1&tbnid=WAosdfwiNGy9MM:&tbnh=104&tbnw=137&prev=/images?q=microsoft+Office&hl=en&gbv=2&tbs=isch:1&ei=cRO2TIaxCsH_lgev-4HvBQ

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62

What Are Decision Makers Saying?

Organization cannot afford to

make any investment which has

no tangible returns – CPG

IT should add value to bottom line,

moving to modular solutions is

great , but it needs to be scalable

and work – Bank

No budget for those frills and bells and

whistles. If it is not needed it is not

required. Mend if broken there is no

budget for oiling –Telco

Spending on applications that help us sell more to same customers, get new customers and improve efficiency is an easy sell - Technology

If it is not worth doing in-house it may be

closed forever, so I have to look out for

some third party solutions as pre-

emptive measure – Insurance


63

Movements in the Market: Outsourcing Services by Industry

0

100

200

300

MHS

MNS

SRM

– Managed Hosted Services

– Managed Network Services

– Security Risk Management

Study indicates a high propensity to outsource services

Public administration leads the way

Source: TNS Telecom Syndicated Solutions (Business Wave, Business Scores)


64

Typical IT Infrastructure Maturity Curve

X Awareness

X Trialing

X Deployment

X Expansion

X ConsolidationIn-house versusOutsourced/ Hosted

The Digital Business Path

Emerging markets may leap frog the whole maturity curve and go directly to new business models of hosted/ SaaS model

X


65

What is the Cloud?

• Infrastructure as a Service

• Closest to the traditional data center

• An easy stepping stone – sort of one step beyond collocation

• Doesn’t necessarily optimize for Cloud

• Will IaaS eventually go away?...leaving just SaaS and PaaS?

IaaS

• Software as a Service

• Here it is just the “application”

• Also an easy stepping stone

• Is typically a “share everything” model – w/ limited customization

• However, will businesses “link” SaaS apps together?

SaaS

• Platform as a Service

• A rich stack is provided

• A harder step, because you really need to redo your applications from scratch in order to be truly cloud-optimized – to be highly concurrent and parallelized

PaaS


66

The Migration of Digital Business

Apps

CurrentCapEx>OpExIT as a function

FutureOpEx>CapEx

IT as a component of business strategy

Private Cloud

Virtualized Data Center

Networked Hardware Platform SoftwareTools

SaaSPaaSIaaS

2003

Browser enabled Mostly PC

Windows Azure

Appliance

1

IT as a Service

Components of on-prem data center

Public Cloud

Browser-LESS Mostly MOBILE

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http://www.microsoft.com/visualstudio/en-us

http://aws.amazon.com/

http://upload.wikimedia.org/wikipedia/en/e/e7/SAP_logo.svg

http://upload.wikimedia.org/wikipedia/en/3/36/PeopleSoft_logo.svg

http://www.professionalsedge.com/mentor/images/oracle_logo3.jpg

http://www.google.com/imgres?imgurl=http://www.ipixcel.com/picts/microsoft-silverlight.jpg&imgrefurl=http://www.ipixcel.com/specs.htm&usg=__n8vp2b0j2-_52O94LBmDv2zMdd0=&h=450&w=600&sz=16&hl=en&start=1&itbs=1&tbnid=ew0NVHaTfiV_7M:&tbnh=101&tbnw=135&prev=/images?q=microsoft+silverlight&hl=en&gbv=2&tbs=isch:1


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What Does Cloud Computing Mean to You?

Outsourced/ Third party solutions

Pay per use or pay as you go

No Hardware, no maintenance or

upgrades

Best of breed third party solutions on

third party platform

More for lessNo Big ticket costs

Public network/assets for

private business

Leveraging the Internet as application/ service

infrastructure

No long term commitment on

platform or versions

Service providers become system

integrators

Affordable plug and play model for complex apps

Service that bridges the IT gap between

Enterprises and SMBs


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Metrics of Measurement: Revenue Spend

Brand EquityCustomer Satisfaction

How Does Measurement Have to Change to Keep Up?

How do we measure the cloud?

IaaS SaaS PaaS


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What is the Business Technology Trajectory?

Customer Focus

Optimizing Hardware Footprint

Hosted versus Outsourced

ROI

Deployment Customer Satisfaction Brand Momentum

"You cannot control how this year's revenue compares to last year's revenue. You can't control it… you can control market share. You can control customer satisfaction.“

Steve Ballmer, Microsoft CEO


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Core B2B Business Social Media – Goals

• How can I enhance my brand – from

increasing awareness/visibility (starting point)

through to growing preference?

• How can I efficiently acquire new customers

(leads)?

• How can I increase customer loyalty and

retention?


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The importance of proprietary websites is being equaled,

if not surpassed, by the rise of content sharing sites,

mainstream acceptance of social media networks and the

advent of universal search.


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Brands need to be present via relevant and engaging content which is conceived and executed expressly for use in these disparate forums - including content created by the brands, inspired by the brands and organically grown from the community.


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To win b2b must have a strategy across owned,

earned and paid media.

OwnedChannel a brand controls

EarnedWord of mouth about brand

PaidBrand pays for placement


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The Playing Field

Paid

Owned

Earned &Owned


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In 2009/Q1 2010, approximately 66 customer and partner testimonial

videos were developed and distributed with the following results to date

* Statistic provided by YouTube

• 82,790 video views after 11 months (as of 3/31)

• 1,600 views per video are being generated from this campaign –Fewer than 20% of all videos on YouTube will reach over 500 views or less in their lifetime*

• Average engagement rate on IBM.com pages: 61%, or 27% above target

• Average cost per view: <$5.00 which is less than a paid search click

• Average click through to IBM.com pages: 0.70%, compared to 0.15-0.20% for banners


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Search Results


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Summary

• Universal search provides an ever expanding self space.

• Content needs to be developed for consumption across

platforms and devices.

• Content strategies need to be planned across own,

earned and paid media.