LIVErtising 2015 4.1 the changing consumer

LIVErtising.NET IHECS 2014-20151

http://LIVERTISING.NET


LIVertising #14.4 (1 / 2)

How has the “customer” changed?2















#1 People SEARCH for (brand) info



#1 …and MANIPULATE results



Google bombing







SEARCH – hint #1





NAP



Source: Local Search Association & Burke, Inc., “Local Media Tracking Study,” June 2014







search – hint #2



http://youtu.be/W3k1USQbq80


http://youtu.be/W3k1USQbq80


http://www.zazzlemedia.co.uk/?resource=6189

Personal ResearchBusiness/service in locationGroups liked by people who live inlocationGroups about location/interest/brand/personApps my friends marked as insert name useMovies liked by friends/person/page/brandMusic liked by friends/person/page/brandFavourite music of my friendsPhotos taken in location/place of interest

23

Influencer Discovery & InsightFoods/Drinks/Pets liked by personGroups of people who like brand/person/interestGroups liked by people who likebrand/person/interest/locationGroups liked by people who live inlocationPeople who are not my friends and likebrand/person/interestGroups of people who like topic andbrand/person/interest/locationPages/interests liked by specific influencerFans of brand/person/interest/location and brand/person/interestPeople who work at company and likebrand/person/interest/location


http://www.zazzlemedia.co.uk/?resource=6189

LIVErtising.NET IHECS 2014-201524 http://bit.ly/1lnPqfU

https://youtu.be/U94DTrjAvuA?list=PLJKL6MvJR-AQAaQVzeFXIXsawMvmZBAsZ


http://bit.ly/1lnPqfU

https://youtu.be/U94DTrjAvuA?list=PLJKL6MvJR-AQAaQVzeFXIXsawMvmZBAsZ


search – hint #3











General information

How old is [Neil deGrasse Tyson]?Where was [Louis C.K.] born?Define [colloquial] (Or “What does [colloquial] mean?”)What time is it in [Tokyo]?Search for [photography tips]Show me pictures of [the Leaning Tower of Pisa]Do I need an umbrella today? What’s the weather like? What’s the weather in [New Orleans] [this weekend]?What the [Google] stock price? What is [Apple] trading at?What’s [182 yards] in [miles]? What is [12 ounces] in [liters]?What’s [135] divided by [7.5]? (A great many types of math equations will work.)Search [Tumblr] for [cat pictures] (more apps are added to this search-within-apps function all the time)





#2





#2 People SHARE





Social shoppers are 2 to 3 times more likely to converthttp://t.co/maMODzG3


http://t.co/maMODzG3

http://www.linkedin.com/network?trk=hb_tab_net

http://www.linkedin.com/network?trk=hb_tab_net





http://www.rei1440project.com/#about

http://www.rei1440project.com/#about




#3





#3 People ORGANIZE (themselves AND around brands)



#pp11





#4





#4 People REACT (to brands too)



#4 People are CREATIVE (with brands too)











5 years: 76K

vs

3 months: 140K





#5



5 M – 5 D

60



#5 People BROADCAST



How has the consumer changed?

01 search

02 share

03 organize

react04

broadcast05


Marketing

LIVErtising 2015 4.1 the changing consumer