driving engagement with consumers across digital channels dialog konferenzen 2014
DESCRIPTION
Digital Engagement channels in 2014. Presentation given for the 2014 Dialog Konferanzen in Stramstadt organised by Bring DialogTRANSCRIPT
1 1
Luisella Giani!27th August 2014!
Driving Engagement with Consumers across digital channels !
@luisella!#dk14!
2 2
Luisella Giani!
3 3
2003/06
Digital Revolution Milestones!
1989
World Wide Web! invented at CERN!
1994/98 Cluetrain Manifesto! web 2.0!blogosphere!
2001
Social media revolution!
2007
iPhone introduction.!Mobile revolution!
2010/13
2013
The “wearable”era !IoT!Quantified self!!
Drones !delivery!2015
4 4
The Social Media Revolution!
https://www.youtube.com/watch?v=zxpa4dNVd3c
5 5
Who is the Super-powered Consumer ?!
Consume information through !Twitter, Facebook, Linkedin and other social media
Appreciate conversations with the brand !rather one –way advertisement!
Expects brands to be active in social !listening, engaging,responding!
Learn about new products ! ! as well through social media.!
Wise towards promotions.! Trusts only relevant information.!
6 6
Contemporary shopping journey!
7 7
Where are the conversions?!
8 8
The Fashionistas!100 likes!
The Conservatives!100 email sent!
The Beginners!1 online catalog!
Dig
ital i
nten
sity!
Transformation Management intensity!
The Digerati!999k! 100k! 7k!
Companies attitude towards Digital !
9 9
INDUSTRY:! Tire business!
TYPOLOGY:! Traditional company!
ORGANIZATION:! Matrix organization, cross dept role!
BRANDS:! Goodyear, Dunlop, Fulda, Sava!
APPLIED TO:! Europe, Middle East, Africa, +30 languages, +45 countries !
TIMING:! 18 months!
The challenge!
10 10
1 Define key channels!
2 Harmonized architecture and brand consistency!
3 Start tracking: KPIs framework and scorecards!
4 Traffic building strategy!
Digital Strategy definition!
11 11
People still visit your website? Go
Enter your site URL!
12 12
Websites: key digital engagement channel!
Still 40% visit your website ONLY!
13 13
New sites live Jun 2012
Target: ROPO, IN THE MARKET!Focus on: CONVERSION and PRODUCT!HOW:!§ Full redesign and review of the purchase funnel!§ Introduction EU labeling!§ Common architecture: same wireframes and
template for all brands, differentiation at CSS level: time to market for +145 sites 2 days/brand , total 1 week (vs previous 18months)!
§ User centric approach content and usability !§ Google Analytics and KPIs !
2011
Websites: key channel !
14 14
Cost saving: !not buying and maintain a separate domain!!Traffic: !driving traffic to websites!!Sell out campaign: !Spain, Hungary, Czeck Republic, Slovakia!!
+135,33 %!increase in visits!
Traffic building strategy!
Online traffic dispersion!Goodyear case history: !
Integrating local microsites into brand websites !!
15 15
Will .com still be the King in 2015?!
ICANN will itroduce nearly 2000 new domains !in the next 2 years!
!!!
Categorize the Internet in verticals!
!
Reinvent marketing
campaigns and create new
internet business models!
Assign secure authenticity and
credibility to brands!
!
Create local languages
domains (IDN)!Internationalized Domain Name!
Current domains 23 TLD 245 country codes!
16 16
.xyz will be the new .com?!
24% 48%
.xyz .berlin .club .guru
.wang .photography .email .link
.在线 .today Other
17 17
Germany!Theme:! promotion!#fans: 1.000!
Goodyear USA!Nascar, !US Army & blimp!#fans blimp: 12.000!
France!Theme: !security!#fans: 11.000!
AGGRESSIVE!
COST PLAYER!FAMILY
Turkey!Theme: !#fans 683!
avg. 2.273 fans per page 18 markets: inconsistent positioning, heavy fragmentation
NO CONTENT STRATEGY!
2011 Social Media Audit !
18 18
One Fan pageyes, just one.!
Social Media Strategy!
19 19
Find your own distinctive, unique Social Identity !Oreo example: Real-time marketing!Design wins!
Branded content on Social Media!
20 20
Design the Drive!
21 21
+ 30.000 fans in 3 weeks
Local activaction: La ruta de tus suenos!
22 22
Company digitalization!
DECENTRALIZED! CENTRALIZED! HUB and SPOKE!
2011! 2012! 2015!
23 23
Is still worth to be on Facebook?!
Social Media: key digital engagement channel!
Pinterest content sharing grew 19% in 2013
Facebook only grew 15%, while Twitter fell to 8%.
Facebook is seeing a decrease
in daily users, “specifically
among teens”.
Google+ is 2nd in terms of monthly
visitors behind
Facebook.
400 million Snapchat
photos and videos are received every day.
400!million!
24 24
…that lives forever!!
http://www.dailymotion.com/video/x1vrhv6_chef-movie-clip-that-lives-forever-2014-hd_shortfilms
25 25
Video will dominate more and more!
VIDEO:!100 hours of video are!uploaded to Youtube every!minute.!!2/3 of the world’s data will!be video by 2017 Branded Vines are 4 timesmore likely to be seen than a branded video.!!The :06 Vine is the new :30 commercial!
26 26
Content and UGC still rocks!
Content Marketing!Business who blog gets 67% MORE leads than those who don’t.!!In 2011 Google’s Panda update penalized low quality content sites& their Hummingbird update de-emphasizes keywords in favor of conversational search.!!58% of B2B companies plan to increase their content marketing budget in 2014!
27 27
UGC+ Viral = Meme!
2° century A.D. Abracadabra 2009 Eternal moonwalk 2012 Gangnam style 2013 Harlerm shake 2014 Ice Bucket challenge
A meme is “an idea, behavior, or style that spreads from person to person within a culture.”
28 28
Had it to be done? !
ps://www.youtube.com/watch?v=6w4Gqt-ljb4
29 29
30 30
31 31
Mobile: 6 years after iPhone introduction !
http://youtu.be/qGdlz16S1Ic
32 32
v Mobile: key channel!
74% smartphones owners use location based services!47% want to receive mobile coupons from retailers based on their location!91% of adults have their mobile phones within arm’s reach 24/7!!Location-targeted campaigns: forecast ad spend of $5.8 bil by 2016!
4.1 bln !Mobile Phone !worldwide !
SMS 68.7%!Frequent text !users!
97%%!of text messages are !opened which 83% 1 hr!
74%!smartphones owners !use location based !services.!
!
47%!% want to receive!mobile coupons from !retailers based on !their location!
!
91%!of adults have their !mobile phones within !arm’s reach 24/7!
!
33 33
What’s next?!
34 34
Resources!
ZMOT video!http://youtu.be/g40rrWBx2okJourney!ZMOT multiscreen studies http://www.thinkwithgoogle.com/research-studies/the-new-multi-screen-world-study.html CAPGEMINI&MIT study!http://www.capgemini.com/resource-file-access/resource/pdf/The_Digital_Advantage__How_Digital_Leaders_Outperform_their_Peers_in_Every_Industry.pdf ICANN !http://ntldstats.com !MEME!www.eternalmoonwalk.com DATA SOURCES!www.socialmediab2b.com www.dailybreakmedia.com www.bluespiremarketing.com www.factbrowser.com/tags/location-based_services www.mediabistro.com/alltwitter/vine-facts-tips-b48833
