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Main issues: The secret to effective communication. Understanding the new consumer media behavior at the start of the media process. Creativity becomes core work of media agencies. Truly integrated communication cuts through all lines. The new emerging media trends and companies become the new players in media. My 8 key learnings how to win in media in the future.
What inspires me most today after
having left P&G 2 years ago
or
“What I have learnt how you can win
in the future”
Bernhard Glock | Warsaw | April 19, 2012
KONFERENCJA MEDIA TRENDY 2012
19 kwietnia 2012
2
Today Future
Bernhard Glock
Former President,
World Federation of Advertisers
Former Vice President,
Global Media and Communication
Procter & Gamble
President and CEO,
Bernhard Glock
Media Leadership Company
Senior VP, Medialink
How to win in the social media future
3
Bernhard Glock
Board Engagements
Media Barter Real time
bidding and ad
optimization
Global telco free
gateway to mobile
marketing Breakthrough
technology
harnessing media
solution
Leading mobile
shopper
marketing
solutionCross channel
digital agency
group
4
Today Future
1. Know
the digital and social landscape
2. Understand
Your consumer
3. Come up with great
ideas that travel
4. Create intentional
communication
5. Listen and measure
Actions for us
5
Today Future
1. Know
the digital and social landscape
2. Understand
Your consumer
3. Come up with great
ideas that travel
4. Create intentional
communication
5. Listen and measure
Actions for us
+ GreatExamples
6
Today Future
1. Know the digital and social
landscape
2. Understand
your social consumer
3. Come up with great
ideas that travel
4. Create intentional
communication
5. Listen and measure
Actions for Winning
7From information web to social web
8Likes all over the place (on 2 million sites)
9The social players
10Social familiarity and literacy
11
What interactive marketers predict, Forrester Research 2011 to 2016
“In the next 3 years, marketing’s effectiveness will increase, stay the same or decrease for each of the following channels:”
Increase in %Created social media 55Mobile marketing 51Online video 50Email marketing 43Paid placement in social media 41Search engine optimization 40Display advertising 35Paid search listings 30TV 21…
12
2.5 out of 5Answer to the question: how well do agencies harness the power
of social media, LA Media Festival 2011
13
Today Future
1. Know the digital and
social landscape
2. Understand
Your consumer
3. Come up with great
ideas that travel
4. Create intentional
communication
5. Listen and measure
Actions for Winning
14From audience to communities
15
“People have their lives in the palms of
their hands” (Esther Lee, AT&T)
16Social media is like a party
17Don’t talk at them but talk with them
18
Facebook: 51% who like a brand are more
likely to buy from it
19
Nielsen: 68% more likely to remember an ad with
social context, twice more likely to remember the
ad, 4 times more likely to purchase
20
Southwest Airlines: fans 362 % more likely
to visit the site, 161 % their friends
21
Today Future
1. Know
The digital and social landscape
2. Understand
Your consumer
3. Come up with great
ideas that travel
4. Create Intentional communication
5. Listen and measure
Actions for Winning
22Platform for connections
23
The line is blurring(e.g. Old Spice “smell like a man, man”)
24
Today Future
1. Know
your digital and social landscape
2. Understand
Your consumer
3. Come up with great
ideas that travel
4. Create intentional
communication
5. Listen and measure
Actions for Winning
25Intentional as you can’t control what people do
261. Why do I care? Why do I share?
272. Paid – owned - earned
283. Social by design
29
Social by design - Tips
Be first with social in a campaign
Be incredibly authentic
Be prepared to interact
Be ready for the word of mouse
Be ready to earn trust, then sell
Be inclusive in your brief
(e.g. include social insights)
30
Global Webcast
© TNS 2011
And this environment doesn’t always welcome brandsConsumers don’t want to be bothered by brands...
Total number of brand friends% who do not want to be bothered by companies or organisations in social networks
23
6053 52
China BrazilUSA
1917
31
Global Webcast
© TNS 2011
And this environment doesn’t always welcome brandsConsumers don’t want to be bothered by brands...
Total number of brand friends% who do not want to be bothered by companies or organisations in social networks
5251 56
Poland RussiaGermany
2121 8
32
inspire
The new communication
engage
advocacy
experience
connect
33
Today Future
1. Know
your client/brand
2. Understand
your digital consumer
3. Come up with
purposeful ideas
4. Create relevant
communication
5. Listen and measure
Actions for Winning
34Quantity and Quality
35Set benchmarks (e.g. % paid – owned – earned)
36
Listen, measure, acte.g. Coca-Cola NA opened a listening review, searching for a social monitoring agency
e.g. ROI, # of friends, fans, likes, re-tweets, mentions, followers, level of engagement
37
Marketing must become indisputably
socially responsible#8 of Marketer’s Constitution (ANA, USA)
39
1. Know
the digital and social landscape
2. Understand
Your consumer
3. Come up with great
ideas that travel
4. Create intentional
communication
5. Listen and measure
To summarize: actions for us
40
This requires change
41
Change video
41
Change video
42I wish you all the courage to change
43
Winning in the future
In Poland
