transcript
- 1. Marketing in a Fractal World LAWRENCE VILLEGAS July 02 -
Mobile Summit Manila 2015 Social-Local-Mobile Tactics for
Hard-to-Find Consumers All rights reserved.
- 2. fractal noun fractal frak-tl The word FRACTAL was coined by
the mathematician Benot Mandelbrot in 1975.
- 3. fractals in nature Though its hard to quantify in exact
mathematical terms how things work, it is easy for us to see
general repeating patterns.
- 4. CUSTOMER SEGMENTATION
- 5. Consumers are complex!
- 6. Forecasting Unpredictability Even in the seemingly random,
todays technology has reached a level of sophistication that has
the ability to understand and predict with a certain level of
confidence.
- 7. WHERE: Provides CONTEXT to the message to drive
differentiation and relevance. SoLoMo MOMENTS WHAT: CONTENT and
CONVERSATIONS that effectively engage and build shared value are
inherently social. HOW: Portable & locally-aware TECHNOLOGY
that ASSISTS decisions and AUTOMATES processes. WHO WHEN SOCIAL
LOCAL MOBILE
- 8. COLLECTIVE MOMENTSWatching an event live, sharing the moment
with other fans, is a singular and special experience. Today with
mobile, we're connecting with others, sharing the same experience
at the same time we can talk about it with other people as it
happens.
- 9. Brandsaretryinghard tobecomepartofthese collectivemoments.
Whenitworks,it'smagical.
Butit'shard.That'swhytherearesofewsuccessstories.
Andeventhen,itgetshardertolinkittomovingtheneedleforthebusiness.
- 10. Real-Time Marketing : Catching fleeting moments
- 11. Micro-Moments: Moments of Truth
- 12. SoLoMo MOMENTS WHO WHEN SOCIAL LOCAL MOBILE Moment
Marketing is about being ready for the Moment. Having a SoLoMo
approach is a great way to create meaningful value exchanges ready
for these moments.
- 13. The WHAT: SOCIAL CONTENT and CONVERSATIONS that effectively
engage and build SHARED VALUE WHO WHEN SOCIAL LOCAL MOBILE
- 14. Be SOCIAL at the heart. The Consumer is not an
individual.
- 15. Share stories, not messages
- 16. Define your social tone of voice Branding is becoming less
of a product positioning or a marketing message, but rather a
consistent socially-oriented tone of the brand voice that is
maintained across a myriad of varied conversations & stories
around the brand and topics.
- 17. Crowdsource and Collaborate
- 18. Case Study: Nike Phenomenal Shot
- 19. The WHERE: LOCAL Provides CONTEXT to the message to drive
differentiation and relevance. WHO WHEN SOCIAL LOCAL MOBILE
- 20. Fuel Context The important thing for marketers to remember
is that you dont need to be a part of every conversation.
- 21. Google identifies these key micro-moments:
- 22. key factors in defining micro-moments:
- 23. Case Study: Coke Zero drinkable ad
- 24. The power of LOCAL is in driving relevant CONNECTIONS and
CONVERSIONS.
- 25. The HOW: MOBILE Portable & locally-aware TECHNOLOGY
that ASSISTS decisions and AUTOMATES processes. WHO WHEN SOCIAL
LOCAL MOBILE
- 26. Google just reported this June that online sessions done on
mobile are increasing, but those sessions are getting shorter. But
achieving conversion from a mobile search has dramatically
increased to an average of almost 30%.
- 27. Life-optimizing apps & Gamification Aim to reward or
track users based on during-moment decisions that they make.
- 28. Be a companion, not a campaign. Remember: You're the
cheerleader, not the quarterback. Fuel the passion without getting
in the way.
- 29. WHERE SoLoMo MOMENTS WHAT HOW SOCIAL LOCAL MOBILE WHO
WHEN
- 30. Start with the data. Listen.
- 31. Plan for Possibilities Since you can't predict what's going
to happen, build yourself a plan that can be tweaked on the fly.
Planning ahead will allow you to seize the opportunity to join
conversations when they are at their most relevant and have the
most momentum and energy.
- 32. Start with Processes. Scale with Automation. Have a process
in place. As with any successful messaging, a plan for execution
must be established. Make sure to think through the logistics of
monitoring programming, aligning with your strategy, and developing
content
- 33. Build. Test. Learn. Youll never get it right the first
time. Its just like sex it gets better with practice. With
iteration, learning and optimization, you will find something worth
investing on. Campaigns, like promises, are not meant to last.
Great ideas need commitment to reach its tipping point. Remember,
FIRST does not mean overnight success. Ask Friendster. Then ask
Facebook or Nix Nolledo of Xurpas.
- 34. How do you navigate thru ?
- 35. It does not need to be a complex algorithm, but rather a
coming togehterof simple rules and processes that as a collective
works as a highly-adaptiveintelligentsystem.
- 36. Thank You! Lawrence G Villegas 121 Manager, Consumer
Engagement PMFTC Inc. Lawrence.Villegas@pmi.com Twitter: @kuya_law
LinkedIn: https://ph.linkedin.com/in/practicalmagician