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Slide deck from the Launch of ADMA's Digital Certificate at UTAS on 8/7/10.
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voyeurism and other random experiments
ME!
ME!
ME!
YEARS TO REACH 50 MILLION USERS!
10
20
30
40
50
Year 1 Year 38
38 years
YEARS TO REACH 50 MILLION USERS!
10
20
30
40
50
Year 1 Year 38
38 years 13 years
YEARS TO REACH 50 MILLION USERS!
10
20
30
40
50
Year 1 Year 38
38 years 13 years
4 years
YEARS TO REACH 50 MILLION USERS!
10
20
30
40
50
Year 1 Year 38
13 years
4 years
38 years
3 years
FACEBOOK ADDED OVER 200 MILLION USERS IN LESS THAN A YEAR!
In our DNA!
• Measurable and accountable, testable, itera1ve – test it, tweak it, refine it, op1mise • Targeted and tailored • Cost-‐effec1ve • Interac1ve, engaging, immersive, dynamic, immediate, real-‐1me (challenges?) • Community, social, bi-‐direc1onal, conversa1onal – listen • Ubiquitous – empowered users • You can implement it! • But, the consumer has all the power
Why?!
• Fit? • Strategic alignment • Commitment and resources
First!
MEASUREMENT!
Measuring
MEASUREMENT!
Measuring Listening
MEASUREMENT!
Measuring Listening Stalking
MEASUREMENT!
Measuring Listening Stalking
• It works • Built on trust, value and relevancy – poor execu1on can hurt
Email!
Email – golden advice 1. Deliver value – trade something – make a posi7ve social impact 2. Be regular / consistent
• Balancing act between mindshare and bugging people • Fortnightly or monthly work best
3. Be on-‐7me • B2B: Tues – Thurs, 9:30am 1ll 3pm • B2C: Fri – Sun, 5pm 1ll 8pm
4. From name -‐ #1 factor in whether people open • Familiar, and keep it consistent
5. Subject – Capture interest, don’t trigger spam, and keep consistent formaJng • 20 – 50 characters • Follow deliverability rules (70% -‐ 80% don’t make it)
• Smart copy – avoid spammy language (‘sale’, ‘fee’, ‘bonus’, ‘crazy deal’ etc) • Get added to recipients’ address books • Check out an1-‐spamming regula1ons (ADMA)
• 2 components – variable + consistent 6. Don’t forget plain text (otherwise 5% won’t see it) 7. Feed your list
• Segment 8. Respect yourself
• No unsolicited mail • Stay on topic – what they signed up for • Add a permission footer to explain why you’re contac1ng them • Preferences -‐ Give people choices in how o`en they’re contacted and what for
• Stop sending everyone everything! • Stuff people are interested in
• Exclusivity • Their eyes only • First to know
• First-name basis • Insight
Value!
Classmates.com Craigslist
SixDegrees.com AsianAvenue
Care2 Xanga
LiveJournal BlackPlanet
MiGente Mixi (Japan) (SixDegrees closes)
Cyworld Ryze StumbleUpon Meetup.com
Friendster Fotolog Plaxo MyLife
Skyblog Couchsurfing MySpace Tribe.net Fast.FM Hi5 LinkedIn Open BC/Xing Netlog (Europe) MyHeritage
Flickr, Piczo, Mixi Facebook (Elite Unis) Dodgeball Orkut, Dogster Multiply, aSmallWorld Catster Hyves Yelp Vimeo Taringa (Argentina) Basecamp
YouTube Facebook (High School Networks) Xanga (SNS relaunch) Yahoo! 360 Cyworld (China) Ning Bebo AsianAvenue, BlackPlanet (relaunch) Gather.com Loopt Renren (China)
Facebook (corporate networks) Cyworld (US) MyChurch QQ (everyone) Windows Live Spaces Facebook (everyone) Twitter Cafe Mom Nasza-Klasa (Poland) Odnoklassniki (Russia) Vkontakte (Russia)
Tumblr Ravelry
Kaixin001 (China) Yammer Plurk
Foursquare Gowalla
Google Buzz OLD!
ENGAGEMENT!
ENGAGEMENT!
Op7ons
• Use exis1ng social plaaorms like Facebook, Twiber, LinkedIn, YouTube etc • Mix exis1ng social plaaorms with your content • Create your own online community
Rules
• On their terms – the customer has all the power • Sophis1cated users • Humanised brands, real conversa1ons • Trading things of value
HOW!
Attract the target group to your community
• Strong common interest • Make it feel alive • Incentives to join • Critical mass
STRATEGY!
Attract the target group to your community
Get them activated in the community
• Creators (5%) • Contributors (20%) • Lurkers (75%)
• Strong common interest • Make it feel alive • Incentives to join • Critical mass
STRATEGY!
Attract the target group to your community
Get them activated in the community
Learn about your members in a social context
• Members’ preferences? • How can you participate? • Be close to them?
• Creators (5%) • Contributors (20%) • Lurkers (75%)
• Strong common interest • Make it feel alive • Incentives to join • Critical mass
STRATEGY!
Attract the target group to your community
Get them activated in the community
Learn about your members in a social context
Communicate and engage based on information in the community
• Gender, age – lame • Company, job – ok • Interests – good • Behaviour – awesome!
• Members’ preferences? • How can you participate? • Be close to them?
• Creators (5%) • Contributors (20%) • Lurkers (75%)
• Strong common interest • Make it feel alive • Incentives to join • Critical mass
STRATEGY!
TASPLAN!
SOCIAL ADS!
GET MILEAGE!
GET MILEAGE!
GET MILEAGE!
GET MILEAGE!
Build trust, loyalty, engagement and reputation
WHAT SHOULD I BLOG!
• Microblogging – send tweets (140 characters or less) • Live stream – share and discover what’s happening in real-‐1me • Listen to what people are saying about topics, compe1tors, you, your brand etc • Build credibility, network, traffic
• Participating builds trust • Listening builds trust
MICROBLOG!
MICROBLOG!
WORK IT OUT!
WORK IT OUT!
WORK IT OUT!• To receive discounts • I am a customer • To show others that I support this brand
• Discounts • Breaking news / info • Exclusive content • Only 2% of respondents show their support
GETTING DEEP!
• Media strategy • Tone of voice • Value proposition / messages • Task oriented / socially oriented? • Where and how your customers want to engage • How likely are they to share? • How do they share?
• More utilitarian motives • More interested in product / promotional info • Less interested in social interaction / entertainment • 39% use FB daily, but motives for interacting with brands closely mirror email • Actively share stuff • 5 x more likely through email (65%) than FB (13%) or Twitter (1%)
EMAIL-FIRST!
• Distinction between how engage with brands via email vs social platforms • More likely to engage for fun, social belonging, support or entertainment • 84% use email and top motivations are like email-first group • More likely to share info • Equally likely through FB (40%) or Twitter (4%) as email (43%)
FACEBOOK-FIRST!
FACEBOOK FATIGUE!19% left / use it less
FACEBOOK FATIGUE!
45% lost interest
19% left / use it less
FACEBOOK FATIGUE!
45% lost interest
16% parents are there
19% left / use it less
FACEBOOK FATIGUE!
45% lost interest
16% parents are there 14% too many adults
19% left / use it less
FACEBOOK FATIGUE!
45% lost interest
16% parents are there 14% too many adults
13% privacy
19% left / use it less
MEDIA!
NEW SCHOOL METRICS!
MOBILE!
MOBILE!
MOBILE!
IN-DESTINATION!
IN-STORE!
PULL IT TOGETHER!
"As we convince more of our clients to invest money in online tactics, we need to realise that the more sophisticated we get, the more sophisticated people will get at filtering us out.”
• Email: swoodhouse@in-‐tellinc.com.au • Twiber: @scobywoodhouse • LinkedIn: www.au.linkedin.com/in/swoodhouse • Hypescience: www.hypescience.com.au
FOLLOW ME!