mark kvamme at omma global
DESCRIPTION
http://www.sequoiacap.com/us/mark-kvamme Thanks to forces like the proliferation of social media and the rapid maturation of mobile broadband, traditional marketing tools for achieving branding goals are dulling and rusting. Social media, for example, in addition to driving brand awareness and sales, also serves the objectives of market research, product consideration and trial, customer service, and reputation management. Even email and the mobile Web are places to interact with the consumer and humanize the brand. Every piece of content, communication or collaboration is a time-stamped heat map of who the consumer is, what they’re thinking, how they’re behaving and which decisions they’re making. The transformation from mass media to media of, by and for the masses is well underway; Sequoia Capital’s Mark Kvamme will explain how brands should adapt.TRANSCRIPT
SEQUOIA CAPITAL CONFIDENTIAL 1
From Mass Media
to
Media from the Masses
OMMA, March 17, 2010
2
1953
3
marketing mix: the 4 P’s— product, price, place, and promotionAdvertising, Direct, PR, POS, Word of Mouth
4
Speed of Impact
Cos
t of
Im
pact Advertising
Direct
POS
PR
=Size of Impact
WOM
1953
5
2010
6
Advertising
Direct
POS
PR
WOM
POS
Speed of Impact
Cos
t of
Im
pact
PR
=Size of Impact
PRWOM
Direct
Advertising
1953 2010
7
social media marketing: achieve branding and marketing communication goals through the participation in various social media—facebook, twitter, linkedin, digg, youtube, stumbleupon, mobile, and emerging new applications.
8
Time Shifting to Social Networks
2005 Website
1 yahoo.com
2 msn.com
3 google.com
4 ebay.com
5 amazon.com
6 microsoft.com
7 myspace.com
8 google.co.uk
9 aol.com
10 go.com
2009 Website
1 google.com
2 yahoo.com
3 youtube.com
4 live.com (bing.com)
5 facebook.com
6 msn.com
7 wikipedia.com
8 blogger.com
9 myspace.com
10 yahoo.co.jp
9
Led by Facebook + Twitter
Time
Traffic
10
Content
11
12
13
14
Awareness
15
16
17
18
20
21
22
1000’s Re-Tweets
+
500,000 Digg.com driven trailer views
+
466,637 FunnyOrDie homepage views
23
1000’s Re-Tweets
+
500,000 Digg.com driven trailer views
+
466,637 FunnyOrDie homepage views
15% Uplift in Opening Weekend Box Office
24
Mobile
25
Mobile Outpaces Desktop
iPhone + iTouch vs. NTT docomo i-mode vs. AOL vs. Netscape Users First Quarters Since Launch
26
2x Number of Users
Asia / Pacific43% Europe
25%
North America8%
Latin America13%
North America18%
ROW6%
LatinAmerica 10%
Asia/Pacific42%
Europe24%
ROW13%
Mobile – 3.3BInternet– 1.4B
27
Speed of Impact
Cos
t of
Im
pact
PR
=Size of Impact
WOMAdvertising Direct POSPR
Mobile
28
Integrated Marketing Communications (AdMob)
CPM BannersAwareness
Click to SiteTrial
Click to TwitterWord-of-Mouth
Click to FacebookWord-of-Mouth
Click to Showtimes & TicketsConsideration
Add to CalendarPurchase
35
Will Incumbents Thrive or Be Taken Over?
Mainframe Computing
1960s
Mini Computing
1970s
Personal Computing
1980s
Desktop Internet
Computing 1990s
Mobile Internet
Computing 2000s
New Winners New Winners New Winners New Winners New Winners
IBM Digital Equipment Microsoft Google AdMob
NCR Data General Cisco AOL
Control Data HP Intel eBay
Sperry Prime Apple Yahoo!
Honeywell Computervision Oracle Yahoo! Japan
Wang Labs EMC Amazon.com
Dell Tencent
Compaq Alibaba
Baidu
Rakuten
36
Maslow’s Hiearchy of Needs Are Changing
New F
urnit
ure
or flo
or c
over
ings
Gam
bling
Goin
g ou
t to
rest
aura
nts,
club
s or
pub
s
Electro
nics
Mus
ic, D
VDs, b
ooks
& g
ames
Mak
ing im
prov
emen
ts to
you
r hom
e
Health
club
mem
bers
hip, g
olf o
r oth
er s
ports
Goin
g aw
ay o
n ho
liday
s or
wee
kend
bre
aks
Prem
ium o
r org
anic
groc
eries
Clothin
g, a
cces
sorie
s or
foot
wear
Mob
ile P
hone
Perso
nal C
are,
toile
terie
s an
d co
smet
ics
Fixed-
line
telep
hone
call
s
Broad
band
Inte
rnet
0
1
2
3
4
5
6
7
8
10 = Most Vulnerable / 0 = Least Vulnerable
Eco
nom
ic V
uln
erab
ility
Sco
re
3.94.7
5.55.65.96.26.46.56.66.66.87.27.2
3.5
SEQUOIA CAPITAL CONFIDENTIAL 37
Thank You!
SEQUOIA CAPITAL CONFIDENTIAL 38
Thank You!
SEQUOIA CAPITAL CONFIDENTIAL 39
Thank You!