vlajo181111
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Gent, 18-11-2011, sessie 'communicatie'TRANSCRIPT
THE STATE OF THINGS
(marketing-wise)
V l a j o , 1 8 n ove m b e r 2 0 1 1
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AdNerds
The Radically Digital Division of Proximity BBDO
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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
From simple to complex
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From simple to complex
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the advertising model is broken
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Advertising used to be simple
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Paid Media
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The old consumer decision journey
many brands
fewer brands
final choice
BUY
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Advertising is not so simple anymore…
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Owned Media Earned MediaPaid Media
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Today’s consumer decision journey
considerevaluate
enjoy
BONDadvocate
The Loyalty Loop
BUY
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Clay Shirky, The Cognitive Surplus
Media that’s targeted at you but doesn’t include you may not be
worth sitting still for.
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The state of paper media
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Smartphones Surpassed Feature Phone Shipments in W. Europe (Q2:10) / USA (Q1:11); ROW to Follow
0%
20%
40%
60%
80%
100%
Q1:08 Q3:08 Q1:09 Q3:09 Q1:10 Q3:10 Q1:11
% o
f Qua
rter
ly M
obile
Pho
ne S
hipm
ents
North America
Western Europe
Rest of World (ex. Japan)
Smartphone Shipments as % of Total Mobile Phone Shipments by Region, Q1:08 – Q2:11
Source: Data per Ehud Gelblum, Morgan Stanley Research. Note: In Japan, smartphone exceeded feature phone in Q4:08.
50%
Smartphone > Feature Phone Shipments
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The state of television
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We all wield media now
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Somewhere in the middle of nowhere…
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“Our study found that 63% of TV commercial impressions were avoided simply by not paying attention to the screen.”
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Source: Nielsen
Second Screen
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The state of traditional online bannering
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The state of social media
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Google Adwords
The Media Spectrum
Long TermShort TermMight be RelevantHighly Relevant
ImpressionsConversions
TV advertising
GRPCPA
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Google Adwords
Where in the Media Spectrum does social media fit?
TV advertising
& Long TermShort TermMight be RelevantHighly Relevant
ImpressionsConversionsGRPCPA
Short TermHighly Relevant
ConversionsCPA
Long TermMight be RelevantImpressionsGRP
105K users?4,4 million users
25K users?
Social Media
* Belgian figures
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"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
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FACEBOOK, A VIRAL PLATFORM
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# fans
# unique friends / fan
23.000.000
6.059
34 207
784.000.000
1.245.213
The Power of Like, Co & Facebook, May 2011
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Facebook has become our de facto advertising platform
Jim Hanna, Starbucks Coffee Company
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ComScore finds a high degree of similaritybetween the tastes of friends.
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Two ways to get people to “like” you...
organic marketing efforts
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organic
Like Widget“Friend us on FB”
Search
Friend Suggestion
Ads
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marketing efforts
Like us first & win...
Share a wall post and get a coupon!
Invite friends toget benefits.
Leave your credentials for a
wallpaper...
Like-gates
Invite Friends
Exclusive Content
Coupons
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Two typical consequences
Your virtual fan base resembles or differs from your actual fan base
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Your brand new fans are staying or leaving you.
like-gate
like widget
Two typical consequences
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UNDERSTANDING HOW TO REACH YOUR FANS
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Edgerank = ∑ affinitye weight e time decay e
e=1 n
x x
It’s a little bit about math...
affinity of an edge
is higher
1) for fans who
frequently interact
with your updates
2) for interactions
by friends who are
fans as well
every type of edge has a specific weight:
1) on the creation side: some types of posts are
worth more2) on the interaction side: a comment is worth more
than a like or a share
the time decay is higher
1) if an edge is
recent enough
2) in comparison
with the previous edge
an edge is an interaction with your wall post: a like, a comment, a share as well as the post itself
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Volvo Opendeurdagen Banner Ad Test
!
The initial setup...
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Jan Algoed is attending Volvo Opendeurdagen 2011
Volvo Opendeurdagen 2011!
The social work-around
Volvo Opendeurdagen Banner Ad Test
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A target audience of 1.254.213 Facebook users
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Short Term Ad Performance expressed in Incidences
7.523.802impressions
1.010new fans
0,03%avg CTR
2.356clicks
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The new and improved role of traditional media
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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
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DIABOLO MODEL
earned
paid
owned
real
acted
interaction
WE TALK
YOU TALK
impressions
expressions
media
users usage
usagemessageinsights
metricsFriday 18 November 11
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Max Gebhardt (°1990) Max Arlestig (°1990)
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Turning to so-called influentials, will make it very hard to actually know or measure what your communication efforts do for your brand
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Turning to so-called influentials,
will make it very hard to actually
know or measure what your
communication efforts do for your
brand
The number of fans is only of importance if your content is successful in inviting consumers to interact
Friday 18 November 11
Turning to so-called influentials,
will make it very hard to actually
know or measure what your
communication efforts do for your
brand
The number of fans is only of importance if your content is successful in inviting consumers to interact
Traditional media still have an important role to play. Creativity an even more important one.
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Thx!
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