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Financial Times- The Rise of 'Show Me Myself' Digital Marketing

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  • 1. Financial times Lunch & Learn: 05.03.13The Rise of Show Me Myself Digital Marketing. Bringing People, Social and Mobile Together... Copyright 2012 Beyond. All rights reserved. Private and CondentialThursday, March 7, 2013

2. Agenda What do (Real) People Want? Whats (really) driving this?How do we need to work? Copyright 2012 Beyond. All rights reserved. Private and CondentialThursday, March 7, 2013 3. QUIZ!Some questions and some answers... Copyright 2012 Beyond. All rights reserved. Private and CondentialThursday, March 7, 2013 4. Copyright 2012 Beyond. All rights reserved. Private and CondentialThursday, March 7, 2013MOST EU GOOGLE SEARCHES? 5. Copyright 2012 Beyond. All rights reserved. Private and CondentialThursday, March 7, 2013MOST HOURS ONLINE? 6. UK SMARTPHONE PENETRATION? Copyright 2012 Beyond. All rights reserved. Private and CondentialThursday, March 7, 2013 7. WE drive brandengagement through the CREATIVEapplication of Content & technology Copyright 2012 Beyond. All rights reserved. Private and CondentialThursday, March 7, 2013 8. TECHNOLOGYSOCIALINSIGHTLESS FINANCIAL RISK, MORE CREATIVE PRECISION, AWESOME RESULTS Copyright 2012 Beyond. All rights reserved. Private and CondentialThursday, March 7, 2013 9. Our clients drive the social web ... and harness itLONDONNEW YORKSAN FRAN Copyright 2012 Beyond. All rights reserved. Private and CondentialThursday, March 7, 2013 10. WHAT DO (REAL) PEOPLE WANT?In their shoes... Copyright 2012 Beyond. All rights reserved. Private and CondentialThursday, March 7, 2013 11. Copyright 2012 Beyond. All rights reserved. Private and CondentialThursday, March 7, 2013 12. CREATING EXCHANGES OF VALUE AND MEANING: MASLOWS HIERARCHY OF NEEDS...HUMANITyS main GOALs:PERSONAL life MEANING,inter connections AND IMMORTALITY OR... Copyright 2012 Beyond. All rights reserved. Private and CondentialThursday, March 7, 2013 13. Read: http://bynd.com/blog/beyond-digital-trends-and- branded-content-9-the-magic-of-show-me-myself- Thank you @Mediaczar : ) interactive-marketing/See also:Intel - museum of meDHL - Facebook memoriesExpedia - find yourself Copyright 2012 Beyond. All rights reserved. Private and CondentialThursday, March 7, 2013 14. Creating Exchanges ofThink: Social Capital! Value & MeaningMake people HEROES! Mrs Entertainer, Mr Smart,Ms Generous, Head of Being FunnyVP of Being Really UsefulDirector of HelpfulnessThe first person to share that amazing gizmo The first person to share that promo for The first person to share thatfor calculating mortgages or the lead articlemoney off something really useful; likes to must-see meme: usually a video orfrom The Financial Times (or the infographic)posts lists of good things to do; plus a pictureamongst colleagues motivational Facebook stuff. Copyright 2012 Beyond. All rights reserved. Private and CondentialThursday, March 7, 2013 15. Create opportunity costMISSIONSWhats the personal ROI?Is it easy / hard? attentionempathyCan I be bothered to view/participate?ADVOCACYIs it in line withmy personal values?Is it good enough to share with friends?personal valueWill this enhance mypersonal brand/network? Copyright 2012 Beyond. All rights reserved. Private and CondentialThursday, March 7, 2013 16. Social EngagementIts Not aboutYou Brand agenda...Their agenda...VERSUS Its all about THEM1. social insights define strategy2. its about them, not you3. sharing = activated by self-interest Copyright 2012 Beyond. All rights reserved. Private and CondentialThursday, March 7, 2013 17. Locating Cut OutValue Exchanges & Keep BOREDOM ENTERTAINMENT Show MePRODUCTIVITY My Best Self... KILLER APPS CULTURAL NEEDSBIG IDEAL/MISSION BRANDS BEST SELF FRUSTRATION Solve my problem...HELP/UTILITY DISCOVERY TOOLS/CONTENT Copyright 2012 Beyond. All rights reserved. Private and CondentialThursday, March 7, 2013 18. SUPER SIMPLE EXAMPLE: GOOGLE CaseStudy EMAILINTERVENTION 795,000 interventions to date Copyright 2012 Beyond. All rights reserved. Private and CondentialThursday, March 7, 2013 19. EXPANSIVE EXAMPLE: TOPSHOP CaseStudy FUTURE OF THE FASHION SHOW Catwalk Modelcam Hangout with the team Photobooths Create your own season Copyright 2012 Beyond. All rights reserved. Private and CondentialThursday, March 7, 2013 20. MY FAVE EXAMPLE: DOLLAR SHAVE CLUB CaseStudy STOP BUYING SHAVE TECH YOU DONT NEED Copyright 2012 Beyond. All rights reserved. Private and CondentialThursday, March 7, 2013 21. DISRUPTIVE EXAMPLE: NETFLIXCaseStudy HOUSE OF CARDS Commissioned by data No waiting: watch all you want FastCo: They have the data to know exactly what type of shows their subscribers are most likely to want to watch... Copyright 2012 Beyond. All rights reserved. Private and CondentialThursday, March 7, 2013 22. WHATS (REALLY) DRIVING THIS?Change and trends... Copyright 2012 Beyond. All rights reserved. Private and CondentialThursday, March 7, 2013 23. Quantifying Future Trendsin Online SharingTHE In five years, where will consumers be sharing contentonline, and why? What types of content will be sharedmost? How will consumers be sharing branded content?And, what will make something share-worthy in thefuture?OFsharing These are all important questions, and using data as aguide, the answers become within reach. Copyright 2012 Beyond. All rights reserved. Private and CondentialThursday, March 7, 2013 24. facebook sharing10000%7500% usageFrequency+ of loginsrate ofactivity on 5000%facebook2500% sharingThroughFacebook 0%LESS THAN3-66-121-22+THREE MONTHSMONTHS MONTHS YEARS YEARS age of facebook Copyright 2012 Beyond. All rights reserved. Private and Condential accountThursday, March 7, 2013 25. the seven types of social sharerCut Out& KeepALTRUISTS SELECTIVESPASSIONATESCONNECTORS TRENDSPOTTERS PROVOCATEURSCAREERISTSshare shareshareshare to share becauseshare share because theybecause its because they inspire it shows otherbecause theybecause it want to help relevant to a share asocialising they are onwant ahelps them infriendpassion with with friends top of whatsreaction bussinesssomeone else new39.6% 26.1%16.7%7.9% 5.6% 2.6%2.5% of socialof social of socialof socialof socialof socialof social sharerssharers sharerssharerssharerssharerssharers Copyright 2012 Beyond. All rights reserved. Private and CondentialThursday, March 7, 2013 26. future sharing activities Cut Out& Keep Offline social experiences will be brought online, growing the volume of shared contentfocused on daily achievements and personal milestones.WHAT WILLPEOPLE43% 30%28% 27%SHARE IN THEFUTURE? personal travel ticketCHARITABLEmilestonesplans purchase DONATIONS The percentages above reflect the proportion of people who indicate their preference to share these activities. Copyright 2012 Beyond. All rights reserved. Private and CondentialThursday, March 7, 2013 27. Research/Time intensive;specialised knowledgehigh- Less frequently purchasedVERSUS - Bought more frequently - Less Costly- More complex - Usually bought with a- Expensive in nature minimum amount of- Requiring more time thought and effort low and effort in the less research phaseImpulse buys; social Copyright 2012 Beyond. All rights reserved. Private and CondentialThursday, March 7, 2013 28. 4:1 50% 46% new deviceof all of all ratiosmobile mobile By 2016 usageusagemobile to PCs mobile at homeMobile Me time Copyright 2012 Beyond. All rights reserved. Private and CondentialThursday, March 7, 2013 29. Content Profiling: Cut Out & Keep LEAN FO RWARD High70% Goal: Acqui sition!!AttentionLowBig Content 30% of mobile me timeLEAN BA of mobile me timeAttention Goal: CKSmall ContentEngage ment!! Copyright 2012 Beyond. All rights reserved. Private and CondentialThursday, March 7, 2013 30. Copyright 2012 Beyond. All rights reserved. Private and CondentialThursday, March 7, 2013 31. Data privacy public sharingSelf improvementinnovation 2%8%45%Morenew privacy attitudes Less Than Onlythannew sharing attitudesnew value exchanges of all users talk of all users discussof all users, useNew opportunity for about privacy public data sharing these apps for self tracking in new behavioural change lifestyle apps Copyright 2012 Beyond. All rights reserved. Private and CondentialThursday, March 7, 2013 32. 1.Brands are becoming publishers 2.Brands as aCustomers who utilityengage in content buymore from us and areworth more to us Copyright 2012 Beyond. All rights reserved. Private and CondentialThursday, March 7, 2013 33. 20% of time online is spent on social media sites 58% on news sites and blogs Copyright 2012 Beyond. All rights reserved. Private and CondentialThursday, March 7, 2013 34. three types of customersCut Out& Keep1The Well Served2 Underserved3 The Not Served Know what they want Dont know what they want Apathetics, avoiders Maximisers Validators The majority of consumers Self-directed Driven by a need state No time or effort for saving Financially savvy Emotional triggers importantneedsneedsneeds All the facts on the products Help and guidance, contextual to To be pushed into action with user defined filterstheir life-stage or need-state Make people aware of financial Time savers (such as saved Personalised help Know Me issues related to life events data and preferences) Reassurance (Right product forme) reduce perceived risk Copyright 2012 Beyond. All rights reserved. Private and CondentialThursday, March 7, 2013 35. Flow Cut Out& KeepPERSONAL STREAMCONTENTUSER STATE Consume ! Bite-sized/visual ! Not actively considering ! e.g.TIMELY! Well served! Competitions RELEVANT! Videos! Under served ACTIONABLE! Infographics! Not servedVALUABLESocialSHAREABLEGraphLean-forward ! Consideration/post-purchase ! Transactional/Informative ! e.g.! Forums! Influencer contentPERSONAL FILTERS! Tools/guides InterestKnowledgeGraphGraph Copyright 2012 Beyond. All rights reserved. Private and CondentialThursday, March 7, 2013 36. Case study: Amex op

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