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

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Financial timesLunch & Learn: 05.03.13

The Rise of 'Show Me Myself' Digital Marketing. Bringing People, Social and Mobile Together...

Thursday, March 7, 2013


What do (Real) People Want?What’s (really) driving this?

How do we need to work?

Agenda



QUIZ!Some questions and some answers...


© Copyright 2012 Beyond. All rights reserved. Private and Confidential MOST EU GOOGLE SEARCHES?Thursday, March 7, 2013

© Copyright 2012 Beyond. All rights reserved. Private and Confidential MOST HOURS ONLINE?Thursday, March 7, 2013


UK SMARTPHONE PENETRATION?



WE drive brand engagement through the

CREATIVEapplication of Content & technology



INSIGHT

TECHNOLOGY SOCIAL

LESS FINANCIAL RISK, MORE CREATIVE PRECISION, AWESOME RESULTS



LONDON

SAN FRAN

NEW YORK

Our clients drive the social web... and harness it



WHAT DO (REAL) PEOPLE WANT?In their shoes...




http://www.youtube.com/watch?v=r0h0LlCu8Ks


































































HUMANITy’S main GOALs: PERSONAL life MEANING,

inter connections AND IMMORTALITY

OR...

CREATING EXCHANGES OF VALUE AND MEANING: MASLOW’S HIERARCHY OF NEEDS...



See also:Intel - museum of meDHL - Facebook memoriesExpedia - find yourself

Thank you @Mediaczar : )Read: http://bynd.com/blog/beyond-digital-trends-and-branded-content-9-the-magic-of-show-me-myself-interactive-marketing/


http://bynd.com/blog/beyond-digital-trends-and-branded-content-9-the-magic-of-show-me-myself-interactive-marketing/


http://twitter.com/mediaczar

http://twitter.com/mediaczar








Value & Meaning

The first person to share that promo for money off something really useful; likes to posts lists of good things to do; plus motivational Facebook stuff.

The first person to share that amazing gizmo for calculating mortgages or the lead article from The Financial Times (or the infographic) amongst colleagues

The first person to share that must-see meme: usually a video or a picture

Think: Social Capital!Make people HEROES!

Mrs Entertainer, Mr Smart, Ms Generous,

Creating Exchanges of

Head of Being Funny VP of Being Really Useful Director of Helpfulness



Is it in line with my personal values?

Will this enhance mypersonal brand/network?

Is it good enoughto share with friends?

Can I be botheredto view/participate?

CreateWhat’s the personal ROI? Is it easy / hard?MISSIONS

opportunity cost

ADVOCACY

attention

personal value

empathy



It’s Not about

You

It’s all about

THEM

Their agenda...Brand agenda...

Social Engagement

VERSUS

1. social insights define strategy2. it’s about them, not you3. sharing = activated by self-interest



CULTURAL NEEDS BRAND’S BEST SELFBIG IDEAL/MISSION

BOREDOM

PRODUCTIVITY

FRUSTRATION

DISCOVERY

ENTERTAINMENT

TOOLS/CONTENT

KILLER APPS

HELP/UTILITY

LocatingValue Exchanges

Cut Out & Keep

Show Me My Best Self...

Solve my problem...



CaseStudy

795,000 interventions to date

SUPER SIMPLE EXAMPLE: GOOGLEEMAILINTERVENTION


http://www.emailintervention.com/





















































































CaseStudy

EXPANSIVE EXAMPLE: TOPSHOPFUTURE OF THE FASHION SHOW

CaseStudy

Catwalk ModelcamHangout with the teamPhotoboothsCreate your own season


http://www.youtube.com/watch?feature=player_embedded&v=5TAF9OfL99g%23!

























































































































































































































CaseStudy

MY FAVE EXAMPLE: DOLLAR SHAVE CLUBSTOP BUYING SHAVE TECH YOU DON’T NEED


http://www.dollarshaveclub.com/






































































































CaseStudy

DISRUPTIVE EXAMPLE: NETFLIXHOUSE OF CARDS

CaseStudy

Commissioned by dataNo 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...”


http://www.fastcocreate.com/1682474/the-media-house-of-cards-and-netflixs-big-disruption





























































































































































































WHAT’S (REALLY) DRIVING THIS?Change and trends...



sharingOF

THE

Quantifying Future Trends in Online SharingQuantifying Future Trends in Online SharingQuantifying Future Trends in Online SharingQuantifying Future Trends in Online SharingIn !ve years, where will consumers be sharing content online, and why? What types of content will be shared most? How will consumers be sharing branded content? And, what will make something share-worthy in the future?

These are all important questions, and using data as a guide, the answers become within reach.



facebook sharing

0%

2500%

5000%

7500%

10000%

LESS THAN 3-6 6-12 1-2 2+

+rate of activity on facebook

usage

sharing

Frequencyof logins

ThroughFacebook

THREE MONTHS MONTHS MONTHS YEARS

age of facebook account

YEARS



26.1%

share because it’s

relevant to a friend

of social sharers

16.7%

share because they

share a passion with someone else

of social sharers

7.9%

share to inspire

socialising with friends

of social sharers

5.6%

share because it shows other

they are on top of what’s

new

of social sharers

2.6%

share because they

want a reaction

of social sharers

2.5%

share because it

helps them in bussiness

of social sharers

the seven types of social sharer

CAREERISTSPROVOCATEURSTRENDSPOTTERSCONNECTORSPASSIONATESSELECTIVESALTRUISTS

39.6%

share because they want to help

of social sharers

Cut Out & Keep



future sharing activitiesOffline social experiences will be brought online, growing the volume of shared content

focused on daily achievements and personal milestones.

43% 30% 28% 27%

The percentages above reflect the proportion of people who indicate their preference to share these activities.

personalmilestones

travelplans

ticketpurchase

CHARITABLE DONATIONS

WHAT WILL PEOPLE SHARE IN THE FUTURE?

Cut Out & Keep



Research/Time intensive; specialised knowledge

Impulse buys; social

high VERSUS- Less frequently

purchased- More complex- Expensive in nature- Requiring more time

and effort in the less research phase

- Bought more frequently- Less Costly- Usually bought with a

minimum amount of thought and effort

lowThursday, March 7, 2013


50% of allmobileusage

mobile at home46% of all

mobileusage

Mobile ‘Me time’4:1 new device

ratiosBy 2016

mobile to PCs



‘LEAN FORWARD’ Goal: Acquisition!!

‘LEAN BACK’ Goal: Engagement!!

Content Profiling:

High AttentionBig Content Low

Attention Small Content

70%of ‘mobile me’ time

30%of ‘mobile me’ time

Cut Out & Keep





2%LessThan

of all users talk about privacy

8%Only

of all users discuss public data sharing

45%Morethan

of all users, use these apps for behavioural change

new privacy attitudesnew sharing attitudesnew value exchangesNew opportunity for ‘self tracking’ in new lifestyle apps

Data privacy public sharing Self improvement innovation



1.Brands are becoming publishers

2.Brands as a utility


Customers who engage in content buy more from us and are worth more to us…



20%


58%of time online is spent on social media sites

on news sites and blogs



three types of customers

➡Know what they want

➡Maximisers

➡Self-directed

➡Financially savvy

The Well Served 2 31 Underserved The Not Served➡Don’t know what they want

➡Validators

➡Driven by a need state

➡Emotional triggers important

➡Apathetics, avoiders

➡The majority of consumers

➡No time or effort for saving

needs needs needs

➡All the facts on the products with user defined filters

➡Time savers (such as saved data and preferences)

➡Help and guidance, contextual to their life-stage or need-state

➡Personalised help ‘Know Me’

➡Reassurance (‘Right product for me’) reduce perceived risk

➡To be pushed into action

➡Make people aware of financial issues related to life events

Cut Out & Keep



Flow

!  Well served !  Under served !  Not served Social

Graph

Interest Graph

Knowledge Graph

TIMELY RELEVANT

ACTIONABLE VALUABLE

SHAREABLE

PERSONAL STREAM CONTENT

Consume !  Bite-sized/visual !  Not actively considering !  e.g.

!  Competitions !  Videos !  Infographics

“Lean-forward” !  Consideration/post-purchase !  Transactional/Informative !  e.g.

!  Forums !  Influencer content !  Tools/guides

USER STATE

PERSONAL FILTERS

Cut Out & Keep



CaseStudy

Ideas hub

Business owners contribute to blog on topics including marketing, innovation, money and technology

Network:

Connectodex is a private social network for approved business cardholders

Content as a service: practical tips, ideas, expertise and case studies

Content curation:

Features content from top business related blogs such as Mashable, Sethgodin.com and blog posts by influencers

Case study: Amex open forum

Content syndication:

syndicates/ licenses branded content to other sites

Sponsorship: sponsors small business communities, events, contents Exclusive benefits: products and services for approved cardholders

Social channels:

Twitter, LinkedIn, Facebook



➡85% of traffic comes through non-paid sources

➡ Readers share with their own social graphs bring back more visitors

➡Earned traffic generated through OPEN Forum sharing saves marketing costs

Amex open forum success

Launch

Which gives AMEX a ready made audience for products and services and a vehicle for customer research and product testing

2007 OPEN starts live events and a site to house video footage

425k page views

2008 Content from 7 big-name Small Business writers

5.1MM page views

2009 Site Re-design and major scale of functionality and content

10.5MM page views

2010 OPEN Forum becomes the most visited SB site on the web

Continued Growth!

2011 Over 200 contributors and growing, OF is a leading resource for Small Business



The Metrics: Marketing Efficiencies

Earned traffic generated through OPEN Forum sharing saves marketing dollars

85% of traffic comes through non-paid sources

Readers share with their own social graphs, bringing back more visitors



Amex open forum learnings

Scott Roen, American Express' VP of digital marketing and innovation

“Brands are welcome as facilitators: American Express' role in OPEN Forum is as a provider of information, a discussion space, access to experts, etc.

Build for social to achieve scale: OPEN Forum is built off of Facebook and leverages social tools

Reciprocal altruism works: If you give something away and are authentically not expecting something in return, you end up getting much more back in return (i.e. brand loyalty, which increased as small business owners used OPEN Forum)”



HOW DO WE NEED TO WORK?Bringing it all together...



USERCENTRIC

STAKEHOLDERINTERVIEWS

CONVERSATIONANALYSIS

USABILITY

WEB ANALYTICS

USERSEARCHDATA

GOODRESEARCHMEANS

IDENTIFY NEEDSDEVELOP PERSONAS



BEST PRACTISE: GOOGLEAGILE CREATIVITY

ReadMore...


http://www.thinkwithgoogle.com/insights/embeds/agile-creativity/index.html





BEST PRACTISE: FACEBOOKOSCARS 2013

CaseStudy

65.5m Facebookinteractions

x3 times morethan 2012



CONCLUSIONWhat’s the score?



Smarter dataSmarter technologySmarter ContentSmarter processes

We Need: Cut Out & Keep



Future, NOW!FT/Oracle ‘Databoard’



Roger WarnerPartner

+44 (0)7921 [email protected]

Nick RappoltPartner

+44 (0)2079 086541+44 (0)7956 [email protected]

Charlie LyonsDirector

+44 (0)2079 086565+44(0) 7540 [email protected]

THANK YOUtimefor your

contact us


mailto:[email protected]




