Vlajo181111

THE STATE OF THINGS

(marketing-wise)

V l a j o , 1 8 n ove m b e r 2 0 1 1

Friday 18 November 11

AdNerds

The Radically Digital Division of Proximity BBDO

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

the advertising model is broken

Advertising used to be simple

Paid Media

The old consumer decision journey

many brands

fewer brands

final choice

Advertising is not so simple anymore…

Owned Media Earned MediaPaid Media

Today’s consumer decision journey

considerevaluate

BONDadvocate

The Loyalty Loop

Clay Shirky, The Cognitive Surplus

Media that’s targeted at you but doesn’t include you may not be

worth sitting still for.

The state of paper media

Smartphones Surpassed Feature Phone Shipments in W. Europe (Q2:10) / USA (Q1:11); ROW to Follow

Q1:08 Q3:08 Q1:09 Q3:09 Q1:10 Q3:10 Q1:11

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.

Smartphone > Feature Phone Shipments

The state of television

We all wield media now

Somewhere in the middle of nowhere…

“Our study found that 63% of TV commercial impressions were avoided simply by not paying attention to the screen.”

Source: Nielsen

Second Screen

The state of traditional online bannering

The state of social media

Google Adwords

The Media Spectrum

Long TermShort TermMight be RelevantHighly Relevant

ImpressionsConversions

TV advertising

GRPCPA

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

"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

FACEBOOK, A VIRAL PLATFORM

# fans

# unique friends / fan

23.000.000

34 207

784.000.000

1.245.213

The Power of Like, Co & Facebook, May 2011

Facebook has become our de facto advertising platform

Jim Hanna, Starbucks Coffee Company

ComScore finds a high degree of similaritybetween the tastes of friends.

Two ways to get people to “like” you...

organic marketing efforts

organic

Like Widget“Friend us on FB”

Search

Friend Suggestion

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

Two typical consequences

Your virtual fan base resembles or differs from your actual fan base

Your brand new fans are staying or leaving you.

like-gate

like widget

Two typical consequences

UNDERSTANDING HOW TO REACH YOUR FANS

Edgerank = ∑ affinitye weight e time decay e

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

Volvo Opendeurdagen Banner Ad Test

The initial setup...

Jan Algoed is attending Volvo Opendeurdagen 2011

Volvo Opendeurdagen 2011!

The social work-around

Volvo Opendeurdagen Banner Ad Test

A target audience of 1.254.213 Facebook users

Short Term Ad Performance expressed in Incidences

7.523.802impressions

1.010new fans

0,03%avg CTR

2.356clicks

The new and improved role of traditional media

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

DIABOLO MODEL

earned

interaction

WE TALK

YOU TALK

impressions

expressions

users usage

usagemessageinsights

metricsFriday 18 November 11

Max Gebhardt (°1990) Max Arlestig (°1990)

Turning to so-called influentials, will make it very hard to actually know or measure what your communication efforts do for your brand

Turning to so-called influentials,

will make it very hard to actually

know or measure what your

communication efforts do for your

The number of fans is only of importance if your content is successful in inviting consumers to interact

Turning to so-called influentials,

will make it very hard to actually

know or measure what your

communication efforts do for your

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.

Vlajo181111

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