worldwide partners presentation
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Presentation delivered in China in April 2011 by Rick Milenthal, executive chairman of Engauge.TRANSCRIPT
Create. Innovate. Relate.Wednesday, April 20, 2011
Wednesday, April 20, 2011
Small Numbers Big Numbers
Wednesday, April 20, 2011
Media Time Spent vs. Ad Spend
$50 Billion Opportunity
Source: Morgan Stanley
INTERNET
26%
13%
31%
39%
12%
28%
PRINT TV
OPPORTUNITY GAP
Wednesday, April 20, 2011
3%The small gap between consumer time spent on TV vs. the Internet.
26%The media spending gap between online and television advertising.
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3 hoursIn 2009 consumers spend 3 hours watching video on the internet.
650%Consumers viewed 650% more online video in 2010 than the previous year.
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4 yearsWithin four years, more people will regularly access the Internet from a mobile device than a PC.
5 billion 5 billion cell phones are activated worldwide.
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$1BMobile ad spending grows 80%, to hit $1 billion in 2011.
$450B$450 billion total global ad spend, US $1B spend is not even half of a half of the 1% of total global ad spend.
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A 99% opportunity. Only 1% of coupons are distributed online. Yet online coupons account for nearly 5% of all coupons redeemed.
1%
60%60% of online consumers now search for deals digitally before shopping.
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Yada yada yada, we all get it, social and mobile are up, print and the like
are down
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The Road Ahead
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Introducing the marketing of the future:
1to1toMany
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Embrace this concept: YOU are the least credible personto be talking about YOUR company
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Your Company
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Your Company
YourCustomer
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Your Company
YourCustomer
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Your Company
YourCustomer
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Your Company
YourCustomer
The MOST credible personto be talking about your company
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+600 Million UsersWednesday, April 20, 2011
100 Million Mobile UsersWednesday, April 20, 2011
If Facebook were a country it would be the world’s
3rd largest
1. China2. India3. facebook4. United States5. Indonesia6. Brazil7. Pakistan8. Bangladesh
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70% of Facebook users live outside the U.S. and the site is available in more
than 70 different languages
Half of Denmark has an active Facebook profile (2.4 million our of 5.4
million total).
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Facebook tops Google for weekly traffic in the U.S.
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Facebook has become so popular, psychologists have identified a new
mental health disorder:
Facebook Addiction Disorder
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In Australia, Facebook has infiltrated the court system:
•Court notices can be served through Facebook
•A Facebook summons is considered legally binding
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The average Facebook user
spends >55 minutes on Facebook
per
day
per month
- sends 8 friend requests
- clicks the Like button 9 times
- writes 25 comments
- becomes a fan of 2 Pages
- is invited to 3 events
- is a member of 12 groups
has 130 friends
Wednesday, April 20, 2011
The average Facebook user
spends >55 minutes on Facebook
per
day
per month
- sends 8 friend requests
- clicks the Like button 9 times
- writes 25 comments
- becomes a fan of 2 Pages
- is invited to 3 events
- is a member of 12 groups
has 130 friends
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Your goal is to create and nurture more raving fans.
Every person you add to your Facebook user base = 130 more people
that can become customers and brand champions.
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Time for an exercise:
# of Facebook Fans you have:
27Wednesday, April 20, 2011
Time for an exercise:
# of Facebook Fans you have:
# of friends average Facebook user has:
27Wednesday, April 20, 2011
Time for an exercise:
# of Facebook Fans you have:
# of friends average Facebook user has: 130
27Wednesday, April 20, 2011
Time for an exercise:
# of Facebook Fans you have:
# of friends average Facebook user has:
Total reach of your Facebook Page:
130
27Wednesday, April 20, 2011
Time for an exercise:
# of Facebook Fans you have:
# of friends average Facebook user has:
Total reach of your Facebook Page:
130
3,700,000x
27Wednesday, April 20, 2011
Time for an exercise:
# of Facebook Fans you have:
# of friends average Facebook user has:
Total reach of your Facebook Page:
130
3,700,000x
481,000,000
27Wednesday, April 20, 2011
CreateDevelop transformational ideas that connect brands and people.
Wednesday, April 20, 2011
InnovateMove beyond the ordinary to do what’s never been done before.
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Create real meaning in the lives of consumers – and growth for your brand.
Relate
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REESE’SMinis launch campaign
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Campaign Goals
• Create a campaign for Minis launch
• Generate buzz leading up to launch that can translate to awareness and sales at launch
• Reward brand loyalists by letting them be the first to know
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A love story unfolds over the weeks leading up to launch...
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Case Study
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What’s on the page: Menu, Store Locator, Downloads, Photos, Videos, Specials, Product Launches, Store openings
No. of fans: Over 3,700,000
Chick-fil-A was the first restaurant page on Facebook to hit 1 million fans!
facebook.com/ChickfilA
Chick-fil-A Facebook Page
Wednesday, April 20, 2011
• Facebook Fans in Chicago were invited to a Premiere Event in downtown Chicago
• The event was to kick-off Chick-fil-A opening locations in the Chicagoland area
Chicago Premiere Event
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• Fans on Facebook could watch the Chicago event live via Facebook-Ustream
• Chat w/ other fans across the country
• Viral component - fans comments seen by their friends
Ustream
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Cow Appreciation Day
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Cow Appreciation Day
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• Limited-release trial locations, reservations thru Facebook
• Built an app for the Spicy launch
• Shared with other Operator Facebook Pages
• Change content before, during, & after the campaign
Countdown to Spicy!
Wednesday, April 20, 2011
• Limited-release trial locations, reservations thru Facebook
• Built an app for the Spicy launch
• Shared with other Operator Facebook Pages
• Change content before, during, & after the campaign
Countdown to Spicy!
1.2 million reservations
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Chick-fil-A’s Kids iPad App
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Wednesday, April 20, 2011
MOBILEWednesday, April 20, 2011
Wednesday, April 20, 2011
About 2.4 billion mobile phones have been sold around the world last year, and globally there are more mobile
phones than PCs.
Wednesday, April 20, 2011
Americans spend nearly 3 hours online via their mobile devices each day.
About 2.4 billion mobile phones have been sold around the world last year, and globally there are more mobile
phones than PCs.
Wednesday, April 20, 2011
Americans spend nearly 3 hours online via their mobile devices each day.
60% of U.S. mobile traffic is to social network sites, such as Facebook and Twitter.
About 2.4 billion mobile phones have been sold around the world last year, and globally there are more mobile
phones than PCs.
Wednesday, April 20, 2011
Americans spend nearly 3 hours online via their mobile devices each day.
60% of U.S. mobile traffic is to social network sites, such as Facebook and Twitter.
About 2.4 billion mobile phones have been sold around the world last year, and globally there are more mobile
phones than PCs.
4.6 billion cell suscriptions.
Wednesday, April 20, 2011
Americans spend nearly 3 hours online via their mobile devices each day.
60% of U.S. mobile traffic is to social network sites, such as Facebook and Twitter.
About 2.4 billion mobile phones have been sold around the world last year, and globally there are more mobile
phones than PCs.
4.6 billion cell suscriptions.Over 1 billion broadband.
Wednesday, April 20, 2011
"Social networking is by far the fastest-growing mobile activity right now," said Mark Donovan, comScore's senior vice president of mobile.
"With 20% of mobile users now accessing social networking sites via their phone, we expect to see both application and browser usage continuing to drive future consumption of social media."
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Wednesday, April 20, 2011
Kids 18 and under textEVERY 10 MINUTES!!!
Wednesday, April 20, 2011
Wednesday, April 20, 2011
That’s aniPad
Wednesday, April 20, 2011
That’s aniPad
And that’s a1-year-old
Wednesday, April 20, 2011
What’s the big deal with mobile marketing?
Wednesday, April 20, 2011
TIME
What’s the big deal with mobile marketing?
Wednesday, April 20, 2011
TIME
What’s the big deal with mobile marketing?
+
Wednesday, April 20, 2011
TIME
What’s the big deal with mobile marketing?
+PLACE
Wednesday, April 20, 2011
TIME
What’s the big deal with mobile marketing?
+PLACE
RELEVANT MARKETINGWednesday, April 20, 2011
Wednesday, April 20, 2011
Ruth’s Chris Steak House
Wednesday, April 20, 2011
!
Wednesday, April 20, 2011
!"#$%&'%()&*+,%&!"#$%$&'()*"+,'+,)$+(,'-.)"/)0$+$-,12$&$+3)$,)
-%."/0)1&&4'0'0#'2()52'6$"1(%7)1('.).-,-))
!"#$%&20+34&567%1&&8%%"9()/"2)'-(7)*%$*:$+3)-+.)0$+$0$&'()'22"2)))
20%"#&"78&*+9:0%&;",<)%-+31-3')-+.)%-7"1,))
Ruth’s Chris iPhone Native App
!"#$%&'()*+,&&!"#"$%&'&%(")*'%+%#%*$('$,-$'&.-"*'/01%.''
-."%/(+0$1&&2+"34-5+%'"$%#('-//%-.'$0'5%'3+"34-5+%''
2*1*3*4*56&&&60.%).07*&'-*&'5-34).07*&'30+0.('-.%'7(%&'1"$,'(783"%*$'30*$.-($''
Wednesday, April 20, 2011
!"#$%&'%()&*+,%&!"#$%$&'()*"+,'+,)$+(,'-.)"/)0$+$-,12$&$+3)$,)
-%."/0)1&&4'0'0#'2()52'6$"1(%7)1('.).-,-))
!"#$%&20+34&567%1&&8%%"9()/"2)'-(7)*%$*:$+3)-+.)0$+$0$&'()'22"2)))
20%"#&"78&*+9:0%&;",<)%-+31-3')-+.)%-7"1,))
Ruth’s Chris iPhone Native App
!"#$%&'()*+,&&!"#"$%&'&%(")*'%+%#%*$('$,-$'&.-"*'/01%.''
-."%/(+0$1&&2+"34-5+%'"$%#('-//%-.'$0'5%'3+"34-5+%''
2*1*3*4*56&&&60.%).07*&'-*&'5-34).07*&'30+0.('-.%'7(%&'1"$,'(783"%*$'30*$.-($''
30,000+ Reservations2.5MM iPhone visits/downloads
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Wednesday, April 20, 2011
IHG & Gowalla
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63
Social + Mobile
+
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Valassis/RedPlum iPhone & Android App
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Connected TVs
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“You can’t stop the waves, but you can learn to surf.”
Jon Kabat-Zinn
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DON’T pretend its not happening...
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Wednesday, April 20, 2011
Make
Shareability
a PriorityWednesday, April 20, 2011
Do you really want tobe an “immobile” brand?
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create. innovate. relateThe most sought after agency leveraging creativity and technology to fuel client growth.
Wednesday, April 20, 2011
The Digital Innovation Groupestablished January 2010 to develop what is next
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Wednesday, April 20, 2011
Wednesday, April 20, 2011
Wednesday, April 20, 2011
download your copy:engauge.com/2011-digital-outlook
Digital OutlookThe ENGAUGE 2011
Wednesday, April 20, 2011
Wednesday, April 20, 2011