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8/9/2019 Reach your Dynamic Customer through Converged Media
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April 9, 2013
Reach your Dynamic Customerthrough Converged Media
@jowyang
Jeremiah !yang"ndustry Analyst
Altimeter #roup
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$ 2013 Altimeter #roup
%ith so many choices, consumers are
empo!ered to ta&e the most e''icient (ourney)
Dynamic Customer Journey2
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$ 2013 Altimeter #roup
5 factors
5 FACTORS
3 factors
3 FACTORS
5 fact
ors
5 FACTORS
advocacya!areness consideration intent purchase support loyalty5X3X5=75
75 X7=525
3
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$ 2013 Altimeter #roup
Dynamic Customer Journey*+o! can inflexible organi ations
synchroni e !ith the changing customer-.
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$ 2013 Altimeter #roup
$ 2012 Altimeter #roup
"mage /y Mar& #ar/o!s&i used !ith Attri/ution as directed /y Creative Commons http toomuchglass)net 2010 12 02 la la la la
%e re 4uning ut the 5oise
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$ 2013 Altimeter #roup
5 factors
5 FACTORS
3 factors
3 FACTORS
5 fact
ors
5 FACTORS
advocacya!areness consideration intent purchase support loyalty5X3X5=75
75 X7=525
6
8/9/2019 Reach your Dynamic Customer through Converged Media
7/44$ 2013 Altimeter #roup
"nvestment in 7arned and !ned increases in 20128
ource ociety o' Digital Agencies : oDA; via eMar&eter, 2012
8/9/2019 Reach your Dynamic Customer through Converged Media
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A closer loo& into each media type
ource ociety o' Digital Agencies : oDA; via eMar&eter, 2012
randed ?ace/oo& or 4!itter page
>rand curated content
>randed ?ace/oo& apps
0arne!/
?an user generated content posted related to /randMay /e on /rand s page or else!here
8/9/2019 Reach your Dynamic Customer through Converged Media
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%hat does this loo& li&e on Faceboo1 -1
!ned
=aid
7arned
8/9/2019 Reach your Dynamic Customer through Converged Media
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%hat does this loo& li&e on T itter -16
!ned
=aid
7arned
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$ 2013 Altimeter #roup
Converged Media 7Eample 0arne! #ai!18
>a aarvoice deploys paid advertisements!ith user ratings and revie!s) Microso't
advertises !ith transparencyF shoppers clic&on the ads to learn more 'rom their peers)
=aid7arned
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$ 2013 Altimeter #roup
1rands Deploy Converged Media
$ 2013 Altimeter #roup
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$ 2013 Altimeter #roup
4he riginal Runner Co) turned to 4!itter 'ollo!ers tolaunch a ne! aisle runner color
4he riginal Runner Co, ma&ers o''a/ric aisle runners, e)g) 'or !eddings,
as&ed its 2000 4!itter 'ollo!ers 'or
'eed/ac& /e'ore launching a ne!runner color) 4en percent o' 'ollo!ersengaged, and supported the
development o' a hot pin& runner) 4hecompany has employees)
7 a r n e d ! n e d
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$ 2013 Altimeter #roup
harpie lets its 'ans do the copy!riting, promotest!eets as ads
4argeting teens interested in creativity and sel'eEpression, harpie used =romoted 4!eets) 4hrough
=romoted Accounts, they attracted an artistic'ollo!ing 'rom !hose t!eets !ere made more
=romoted 4!eets) 4he campaign helped harpieincrease its 'ollo!ing /y 6E at 1000 'ollo!ers per day)
7 a r n e d = a i d
=
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$ 2013 Altimeter #roup
onterey!s "onvention # $isitor!s %ureau,&ee onterey, levera'es paid tweets to driveen'a'ement and content
$ 2013 Altimeter #roup
= a i d 7 a r n e d
! n e d
43reach
4o reach ne! potential visitors, the MCG> invests in paid t!eets and travel agency partnership topromote 'ans to share their 'avorite Monterey eEperiences) Reaching more than 1)3M 'ollo!ers, the
contest generated H1& entries, 2& ne! 'ollo!ers !ith a 99)6I retention rate) eeMontereyrepurposed content 'rom the campaign on their /log and other o!ned properties)
=a
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$ 2013 Altimeter #roup
niKlo partners !ith an unli&ely online Lin'luencer topromote 'lagship store opening in ?
22
niKlo creates *@uc&y Cu/e !ith Maru,. a shara/le,interactive game !here users choose a /oE to !in a pri e)
niKlo hopes to drive tra''ic and /u F 4he pri e can /epic&ed up locally or shipped) Maru the cat has received
more than 18 million vie!s and !as inducted intoou4u/e Japan s +all o' ?ame)
a i d ! n e d
7 a r n e d
!
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$ 2013 Altimeter #roup
(ow a small ilwau)ee %ur'er *ointdraws a crowd +Part I
@ocal Mil!au&ee >urger Joint, AJ>om/ers noticed itsgro!ing 4!itter 'ollo!ing !as using ?oursKuare more andmore, so they decided to set up the elusive * !arm. /adge'or the shop, earned 'rom a gathering o' 0N ?oursKuareusers)
AJ >om/ers cross promoted the event as a 'undraiser 'ora Mil!au&ee >eer O >rat!urst part at P % :'or !hich
AJ >om/ers !as a sponsor;, across 4!itter, ?ace/oo&,4!tvite) ?oursKuare itsel' even t!eeted the event)
! n e d 7 a r n e
= a i d 7 a r n e d
!
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$ 2013 Altimeter #roup
And -swarm! they do. A/ %ombers drawsmass foot tra0c, en'a'ement +Part II
100 pre sign upsF 161 chec& insgenerated /y the event in one day
+undreds o' t!eets generated /y the
event, mar&ed increase in !ord o'mouth
6 users signed up 'or ?oursKuare 'orthe 'irst time (ust to get the /adge
>iggest ?oursKuare chec& in event inthe mid !est hitherto, 'irst * !arm.
=ic&ed up /y multiple media outlets
4oo& only 1 !ee& to organi e the event
! n e d 7 a r n e
= a i d 7 a r n e d
=
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$ 2013 Altimeter #roup
626 can go &iral too Qualcomm s napdragon s>ug Circus #enerator cra!ls across the internet
sing tiny creatures to promote a tinyproduct, : napdragon s C= is called
L corpion ;, the campaign !as right on/rand and managed to /ite users
!ith the viral video /ug attracting morethan 600& vie!s in the 'irst 'e! daysS
no! 1)2M)
= a i d 7 a r n e d
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$ 2013 Altimeter #roup$ 2013 Altimeter #roup
Converged Media uccess Criteria
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$ 2013 Altimeter #roup
Altimeter identi'ies 11 criteria to success'ul convergedmedia deployment
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"ntel s iQ ocial =u/lishing an industry 'irst 'or integratedmedia curation
2i aarvoice;
Tap into social graph /y allo!ing thoseinvolved to share !ith their net!or&s
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$ 2013 Altimeter #roup
Restructuring38
Messaging must evolve and change in real time to meet the nee!s an!changes of the mar1et
@everage emerging tools 'or c'stomer collaboration
taying on message vs) ta&ing ne! positioning-
"nvolve customers in the processF /e innovative
3
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Conduct in real time to allo! 'orrapid iteration
Communicate progress tocompany via simple reporting
Daily !rap ups, trend diagrams,real time tic&ers
3ut remem/er, !or&'lo!s are uniKue to the organi ationB0
B1
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$ 2013 Altimeter #roup
B1
%e as&ed /rands, agencies and vendors to rate the maturity o' the Converged Media space )
$ 2013 Altimeter #roup
Respon!ent:ro'p
A&erage< 5>
A99 4?5
>rands 2)1