fmcg digital overview

Digital Session2011

• Introduction/objectives• The media landscape. What’s new, what’s not • The digital landscape • How brands are adapting• Social & seeding • Mobile • Brand sites. The future

Today

Tim Sparke@sparkey

I work with organisations to help them navigate the digital marketing landscape.Education plays a critical role in helping facilitate change.

Peak of inflated expecta0ons

Trough of disillusionment

Slope of enlightenment

Plateau of produc0vity

TIME

EXCITEMEN

T

The Hype Cycle

"Communications tools don't get socially interesting until they get technologically boring... It's when a technology becomes normal, then ubiquitous, and finally so pervasive as to be invisible, that the really profound changes happen.”

Clay Shirky

So... developments in technology have changed the media landscape,

consumers behave differently, communications have to adapt… we’re

moving from broadcast to a network model...

tweets

photos

videos on YouTube

Lady Gaga

members Facebook

hours of video to YouTube

25,000,000,000 sent in 2010

36,000,000,000 on Facebook

2,000,000,000 watched every day

7,900,000 followers on Twitter

600,000,000 of

35 uploaded every minute

"In times of change learners inherit the earth, while the learned find themselves beautifully equipped to deal with a world that no longer exists.”

Eric Hoffer

THE MEDIA LANDSCAPE

W E ’ R E C O N N E C T E DBroadband penetration in the UK is now 71%Mobile media users pick up their phone 18 times a day to consume content via apps/browser.

Ofcom & IAB, August 2010

¼ of time online is spent on social networking

Facebook is now the most popular search term in Google

We’re all spending more time on social networks

It’s not just for kids

The average Facebook user is 38½ of all people aged 35-54 are using social networking sites

Smartphones sales up

Smartphone ownership up 81% on last year

41 mins/day spent on Facebook mobile compared to 31 mins on pc*

2m UK workers spend at least 1hr day on social networks – at work

*Comscore June 2010 1 Ofcom Aug 2010

They’re addictive

Online games are bigger than ever

39% of all internet users play games online

Playing games online is now more popular than downloading music and video

Within 12 months it’s likely more users will connect to the Internet via mobile devices than desktop PCs.

So lets ditch everything for social media and mobile apps?

Not quite...

The Internet is still dominated by the top web brands

50% of all web usage occurs on the top ten sites

The top 10 sites vary little across all ages

Email’s as important as ever

The most widely used function of the Internet

86% use the Internet for email

The kids still love texting

16-24 consider text the most important channel of communication

Texts account for half 16-24 mobile usage

10% under 25s think it’s ok to text during sex :-)

TV is more powerful than ever

The channel people would miss the most (50% of all)

Highest reach (90% daily)

New channels are growing but old channels are maintaining their position

How are we doing it all?

Multi-tasking is allowing us to do more

36% of all media activity is spent multi-tasking

16 – 24 spend over half their time multi-tasking

Technology provides the tools to multi-task

More powerful - We can consume multiple channels through one device

More accessible - We can use devices in more and more contexts

Media Landscape Summary

New channels advance but traditional channels hold firm

The best communications span channels

Connected channels are greater than the sum of their parts

Multi-tasking provides the opportunity to connect channels like never before

The impact of technology

Organising the world’s information with really useful tools

Simplifying life with insanely desirable technology

Giving people the power to share their lives

Web 2.0 & UGC

The Cloud

OutlookiTunesWord

Hotmail/GmailSpotifyGoogle docs

We’re all creators now... defined by what we share more than what we know

Web 2.0. The internet for the rest of us

Remember this?

Production

Duplication

Distribution

Doodle KidsPainting program by Lim Ding Wen when he was 9 years old. 10000 downloads

We are living through the disorientation that comes from

including 2 billion new participants in a media landscape previously operated by a small group of professionals.

The Economist

“As trust in brands is eroded, people will place more value on recommendations from friends. Social media makes it harder for brands to pull the wool over consumers’ eyes. Marketers ignore the messages that emanate from these groups at their peril.”

The Impact of Technology

Customers are...

Creators

Critics

Producers

Community managers

Connected

This impacts marketing, support & product development

Brands are evolving

How to keep up?

There’s a lot going on

www.sparkelife.tumblr.com

Digital marketing

How can brands cut through & connect with people in a stream of so much information?

TASK - Information seeking

15m people use comparison sites every month.

45% use social networks to research items. 59% trust these opinions.

FUN – Playful7m people catch up on TV via iPlayer

every month.

17m on YouTube.

32% of UK online population play games online.

Understanding people’s mindsets

CONNECTIONS – SocialSocial community sites are most

sticky – over 5hrs per user per month

22m people use Facebook a month.

Sources: OFCOM, Comscore, google

Consumer Profile Tools

Creators

Cri5cs

Collectors

Joiners

Spectators

Publish a blogPublish your own Web pagesUpload video you created

Upload audio/music you createdWrite ar5cles or stories and post them

Post ra5ngs/reviews of products/servicesComment on someone else’s blog

Contribute to online forumsContribute to/edit ar5cles in a wiki

Use RSS feedsAdd “tags” to Web pages or photos

“Vote” for Web sites online

Maintain profile on a social networking siteVisit social networking sites

Read blogsWatch video from other users

Listen to podcastsRead online forums

Read customer ra5ngs/reviews

None of the above

Creators

Cri)cs

Collectors

Joiners

Spectators

Inac)ves

Some digital ideas

Display ads advance

and become useful

We can take any format of creative to users. Competitions, online booking, registration or any other online functionality.

Why drive people to a competition site when we can get the data where they are?

and funny

and interactive

Incorporates Twitter feed from the New York Auto show. 170 million impressions in 3 days (17,000 hours of brand engagement).

Nike vs Umbro

Choose a different ending

http://www.youtube.com/watch?v=4ba1BqJ4S2M

http://www.youtube.com/watch?v=4ba1BqJ4S2M

Skittles Cat

http://oneframeoffame.com/

http://oneframeoffame.com/

Lufthansa My Sky Status

https://www.myskystatus.com/Home/Index

https://www.myskystatus.com/Home/Index

VW The Fun Theory

Transmedia ideas that work across platforms

Connecting the real and the virtual

“This is way cool, now I can drink me!“

Kelly, 23 Jones Soda Blog

Carlsberg Unbottle Yourself

So what to do with butter?

Search gets sexy

Diesel Interactive New Range Launch

http://www.diesel.com/ahundredlovers/




Offline Interactive

Coke Happiness Machine

The Importance of Seeding

T-Mobile ‘Dance’

SMD

Strategy

Even though T-Mobile had some great content, they ensured they had a:

1. Digital outreach

2. Paid placement on influential blogs

3. Social Network placement: Facebook

Measured success through VideoBuzz monitoring to measure true reach

Digital Outreach

Massive viral database

Tracking 5m videos across 100m blogs

Identified similar videos

Identified bloggers who’ve posted similar videos

Ranked by influence

Gave clear point of connection

Paid Placements on Influential Blogs

Paid Placement on Facebook

FunSpace reaches 2.5m UK uniques

Biggest video sharing application in Facebook

‘Dance’ achieved 400,000 plays in 4 days

30,000 people forwarded clip to 1,800,000 people

Measuring True Reach

182 copies of the video

Uploaded to 35 different video sharing sites

28m total plays to date

Number One in Viral Video Chart

Number 1 for 5 days

1,600+ blog posts

Beat Cadbury’s Eyebrows

Summary

‘Dance’ reached 3.5m people in CBB break

1,600 bloggers posted video

1.8m people in FB were sent video

6.5m plays online in 4 weeks

Retail footfall increased +5%

Seeding is critical to most viral content campaigns

It creates critical mass which means that your content will spread organically

With hundreds of brands trying to create viral content, seeding gets you cut through

Also ensures at least some people will see your video

Quality content is still essential

Seeding Viral Content

Where Can You Build Seeding Momentum?

Homepages of social network sites

Homepages of content sharing sites

Content distribution networks

Blog outreach programs via Digital PR agencies

Manual seeding / linking companies

“Viral” sites or e.g. Boing Boing or Viral Chart

Viral emails e.g. Popbitch

Opportunities

We can create useful, entertaining or memorable experiences

We can understand customers needs better than any time in history

And make things which help people do what they want to do

We can create and own platforms & media space

We can add layers to build an immersive experience

Some social ideas

Social Networks

Blogs

Mobile SMS

Gaming

Photo Sharing

Message Boards &

IM

Podcasts

Video Sharing

WHERECONVERSATIONS

HAPPEN

social

If advertising is a firework, then social media is a bonfire.

Advertising & FireworksAttention grabbing beacons on steroids

Make you go ‘ooh’ and ‘aah’

Draw people in from miles around

Prepackaged, just light and stand back

BUT they burn very brightly, but die very quickly.

hNp://www.flickr.com/photos/sarcasmeNe/3805363440/sizes/l/

Bonfires

Take time to get goingMight go outRequire commitmentMight be lonely at first

103

Then friends gather roundThey hang out and shareThey start helping out

From a small start, you can end up with something pretty amazing

If you have an amazing bonfire, use a few fireworks to bring people to it

If your fireworks are great, stop people disappearing by getting a good bonfire going...

h>p://www.flickr.com/photos/reginayiqing/2724868889/sizes/l/

in 3 months

visitors countries

av. time on site press coverage/reach

paid media budget increase in trenchcoat sales

333,000191 5.5 mins £6.8m £085%

a life on facebook

Advertising on Facebook

Fan Ad

Event Ad

Comment Ad

Advertising on Facebook

Gifting Ad Polling Ad – PR opportunities?

Vodafone & the Ashes

Facebook Advertising

Exercise

• Work in pairs to solve a client challenge

→ We’re launching a new dating service

→ We want to create a test market to 150,000 potential customers and see how well it does

→ We’re targeting college students

→ Use Facebook targeting to find the parameters that get you closest to 50,000

→ You will need to create an ad first but do not spend time fine tuning this it will not be shown

→ You have 10 minutes

→ http://www.facebook.com/ads/

http://www.facebook.com/ads/

http://www.facebook.com/ads/

Facebook groups, let’s fan some…

• Red Bull

• Coca Cola

• Stellaartoisuk

• Heineken

• Guinness

• Budweiser

• TheMacallan

• Lionel Messi 7 million people in 7 hours

Starbucks Free product testing, sampling, deals

http://www.springwise.com/marketing_advertising/starbucksfacebook/




































































































Whopper Sacrifice

Ikea Facebook Tagging

IKEA created a profile for Gordon Gustavsson, the

Malmo store manager

Facebook Open GraphEasily add social features to any site.

IMDB,has seen traffic double since it installed the Like button on site.

Digital behaviours lend themselves to being social. We live our lives among our families, friends and communities. Our digital lives want to be more social too. Open Graph allows people to harness advice from friends & family to make better decisions.

Google copies

Likify

Now we have places

Social Commerce

Shopping where we connect

Connecting where we shop

Social Commerce Opportunities

F-commerce isn’t just about selling stuff

It’s about giving people something to talk about in a social space

Can we offer engaged consumers something exclusive?

Can we do limited editions?

Can we put social conditions on the sale?

"Today could be just like the other 364 days you log into Twitter, or maybe the Old Spice Man shows up @Old Spice" on Twitter & Facebook

http://twitter.com/@OldSpice

http://twitter.com/@OldSpice

#beatcancer

UTweet

Let’s download this...

OWN MEDIA

BOUGHT MEDIA

EARNED MEDIA

Website // Project page // Facebook page // Mobile app // Game // Branded content // Live event

IDEA!

Online ads // O!ine adsJournalists // Bloggers

// Social media users

How can we design an engaging experiencefor both users and audience?

How can technology be fully leveraged?

Who are the people we have to reach in order to communicate to our target group?

Why will they talk about our idea?

How is interaction supported by classical

advertising?

PUSH

SEED

CLASSICAL INTEGRATION

Relevance // Di!erentiation // Innovation

Opportunities

Social Media has re-shaped how brands & consumers connect

We need to create content that drives conversations

It’s an opportunity to get consumers involved in our brands

Shopping is social

Everyone is talking about social media but not many are doing it well

Consumers are multi-dimensional

Communication should span channels & be consistent

Multi-tasking is common & we are competing for attention

Think about what we can add to the community

Some mobile ideas

Smart phones bring down all the resources of the internet into our reality

Flickr: wvs

Like our world today

But better

Flickr: wvs

Smartphones now make up 20% of 3 billion devices worldwide, with market share blazing towards 50% over next 3 years.

Comscore 2010

“It’s an always on medium. People love their mobile phones so much researchers found people often feel a phantom ‘tingle’ in their pocket that normally proceeds the excitement of a text/call.”

Stephen Upstone, Managing Director, AdInfus

Orange Glastonbury

A range of Orange products provided free to improve event experience

Location. Location. Location.

They hit 1 million users in April 2010 and now have over 9 million.

Location. Location. Location.

Personalities behind its hit reality TV shows become content creators. The celebrities will share their tips and to-dos, essentially serving as curators of city-specific information that fans can follow and practice in real life.

Old Navy + Shazam = Hidden Content

Custom Shazam landing pageThe commercial’s song “shop the look”

History Channel on Foursquare

Most successful promotional game in AppStore - 10M downloads in 6 months, 40k downloads a day, 100 Million minutes of brand engagement

Barclays Water Slide App

Hidden Sound

Opportunities

Mobile offers a range of brand and marketing opportunities

It’s not all about apps, SMS and mobile advertising are both huge

Nothing sits on its own – good mobile campaigns need to be integrated with other channels

Mobile is the most personal of channels – understand permissions

Find out where your audience is in the mobile landscape and deliver relevant campaigns

Branded sites

CRM 2.0 - Coke and Unilever shifting from microsites to social in 2011

No future if approached in disparate fashion

4

Social NetworkBrand Website

5

Brand Website+

Social Network

7

Framework:

1. No social integration

2. Link away with no strategy

3. Link away but encourage sharing

4. Brand integrated in social channels

5. Aggregate discussion on site

6. Users stay on site with social log-in

7. Social log-in triggers sharing

8. Seamless integration

8

Do nothing – No social integration

1. Do nothing – No social integration

2. Link directly away with no strategy







Trader Joe’s does not integrate social on its site…

10

… despite die-hard fans and unofficial channels

11

12

Link directly away without a strategy









Zara links away without strategy

14

McDonald’s directs visitors away with a link (TV ads too)

15

But worse, sends a confusing message

16

McDonald’s doesn’t encourage visitors to leave it site for social channels: “You are leaving the McDonald's Corporation web site for a site that is controlled by a

third party, not affiliated with McDonald's.”

17

Link away but encourage sharing

1. No social integration








Outback Steakhouse’s new Facebook “Like” button links away and encourages sharing

20

21

Brand integrated in social channels









Starbucks experience mirrored in social channels

23

Tiffany offers branded social channels…24

It’s even hard to know if this is Tiffany’s official

Twitter page. It’s Facebook and home page

is not even linked.

…but you wouldn’t know this from their home page

25

There are no links directing visitors to

Tiffany’s official social channels – a missed

opportunity.

26

Aggregate the discussion on corporate site









Whole Foods aggregates some of the discussion on site and links away

28

There are no links directing visitors to

Tiffany’s official social channels – a missed

opportunity.

29

Social log-in systems that allow users to stay on site









Customers log in with Facebook Connect on H&R Block’s community

31

32

Social log in that triggers viral loop









Pepsi’s Refresh Project asks users to log in with their Facebook…

34

… and share their Refresh votes with friends on Facebook or Twitter

35

Sign into HuffPo with Facebook and share/discuss news with your social graph

36

“Like” merchandise in the Levi’s store via Facebook and share with friends

37

38

A seamless integration between corporate site and social sites









vitaminwater doesn’t have a corporate site – it’s “temporarily” moved to Facebook

40

Websites are dynamically assembled on the fly based on social profiles.

This could happen in person, or while using Google or Facebook.

As a result, URLs won’t matter, nor will domains/ Instead the web will be sorted around people and contextual situations.

As a result, ads become useful information, and desirable.

The Radical Future?41

The future of web experiences will be based around people –not products.

Take inventory of all corporate web assets and identify where they are in the framework.

Identify desired state and build a plan against it. Start small and slow, and be sure to have a strategy.

Don’t arbitrarily jump into social marketing space without a long term goal. Be deliberate in your actions.

Site opportunities44

To finish

(phew)

“Like air & drinking water, being

digital will be no3ced by its absence, not it’s presence”

Nicholas Negroponte, 1998

Opportunities

New channels advance but traditional channels hold firm

It’s vital that communication spans the channels

When channels are connected the whole can be greater than the sum of it’s parts

Emergence of multi-tasking provides the opportunity to connect channels like never before

It’s not all about the latest technology

Walkers combine channels to reach & engage

High reach channels used to deliver message and inspire audience

Accessible digital channels including text offered easy route to deliver engagement

1. Everything that’s already in the world when you’re born is just normal

2. Anything that gets invented between then and before you turn thirty is incredibly exciting and creative and with any luck you can make a career out of it

3. Anything that gets invented after you’re thirty is against the natural order of things and the beginning of the end of civilisation as we know it until it’s been around for about ten years when it gradually turns out to be alright really.

and don’t forget, of course some of this seems strange...

Brands I’m watching

The rules of marketing may have changed. But you still need to get attention, be remembered

and generate results.

futureme.orgWrite down 3 things which you’ve found

most important about this afternoon which you need to remember. Email

yourself in 1 months time.

THANKS

Homework:Join Twitter, Linked In & make sure you have a Google account