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It can often seem like the worst of times in the media industry. In fact, there’s never been a better time to do marketing. Here’s why. Presented by Daina Middleton, global CEO, Performics
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1© Performics. Proprietary and Confidential.
Marketing in the Age of Participation
@dainamiddletonCEO Performics
2© Performics. Proprietary and Confidential.
Performics 1.0: Original Performance Agency• Launch CPA/CPL-based Affiliate Network
– Largest share of Internet Retailer 400– Proprietary Connect Commerce performance platform
• Launch SEM (‘00) & SEO Services (‘01)
Performics 2.0: Performance Technology + Services• Merger with DoubleClick then Google
– Performance search + display technology & Services– Industry-leading platform
Performics 3.0: Marketing/Media Integration• Acquired by Publicis Groupe
Performics 4.0: Zenith Optimedia Alignment• Performance AOR driving engagement, participation, leads and sales• Global Performance Marketing Agency• Performics France launched
Performics 5.0: Global Performance Marketing•16 Performance Marketing Offices•3 Regional Centres•Further expansion planned for 2013
1998
2004
2008
2010
2012
#1 SEM Partner for Internet Retailer’s Top 500 for 3 consecutive years
Awarded Leading SEM by Advertising Age
Best Performance Marketing Campaign 2009
15+ Recognitions
#8 Interactive Agency in U.S.
A Little About Performics
3© Performics. Proprietary and Confidential.
4© Performics. Proprietary and Confidential. Source: The Catalyst Project
5© Performics. Proprietary and Confidential.
6© Performics. Proprietary and Confidential.
Participation at All Times, Across All Screens• Americans spend more than 33 hours per week watching
video across screens. • 42% of Tablet users use them daily while watching TV.
7© Performics. Proprietary and Confidential.
Recommendation
Opinion
Factual Knowledge
Rhetorical
Invitation
Favor
Social Connection
Offer
“Anyone needsize 4 boys jeans?”
Source: Microsoft Study: What do People Ask their Social Networks & Why
“Any Ideas on a Good Running
Playlist?”
“Should I buy the KitchenAid
ice cream maker?”“How do I put Excel sheets
into LATeX”
“Anything in life you’re afraid
you won’t achieve”
“Who wants to go to Navya
Lounge tonight?”
“ “Sitter needed!“ “W
e’re hiring”!
Participation Across a Number of Action Types
8© Performics. Proprietary and Confidential.
Mobile devicesare fueling thesocial addiction
It’s not just young people using social networking–it’s all age groups
Micro blogging has emerged as adisruptive new forcein social networking
The importanceof Facebook cannotbe overstated
Content Socialized Across All Categories
9
Global Participation Explosion
10© Performics. Proprietary and Confidential.
• 7 Billion People in the World• 2 Billion Internet Users in the World• 1 Billion Social Network Users• 600 Million Use Social Networks at Least Daily• 58% of Facebook Users Login Daily• 36% Post Company/Brand-Related Information• Besides Connecting with Others, Getting Info About (new)
Products and Brands is Driving Social Network Membership• 42% Participated in a Conversation with a Brand in a Social
Network
Source: Insites Consulting Social Media Around the World Study, 2011
Global Participation Snapshot
11
Participants Expect Interactive Relationships
12
Participative Marketing Nears $55 Billion by 2014
13
Mobile is the Greatest Source of New Social Connections
14
2Q06 4Q06 2Q07 4Q07 2Q08 4Q08 2Q09 4Q09 2Q10
30,000
25,000
20,000
15,000
10,000
5,000
0
Mo
nth
ly P
ag
e V
iew
s (
Min
)
Mobile Page ViewsDesktop Page Views
Note: Mixi is one of Japan’s leading social networking sites on PC and mobile with 22MM registered users as of 10/31/10. It monetizes mobile usage via sales of avatars, customized homepages and other premium services. Source: Company reports, Morgan Stanley Research
Mixi’s Monthly Page Views - CQ2:06 – CQ3:10
Within 2 Years, Social will be a Mobile Medium
15
• Brands• Agencies• Publishers
• Mobile marketing enablers
• Operators• Infrastructure providers
Source: Michael Becker, iLoop Mobile, Inc., and The Mobile Marketing Association
Mobile Supply Chain Will Complicatethe Landscape Even Further
16
Participation Activism
17
Source: Forrester Splinternet Study
Marketing is Changing Every Day
18
Source: Forrester Splinternet Study
Internet Entering a New Era
19
By 2015, ad spending in the US and Canada will likely pass $190 billion.
US Online Advertising
Spending to Surpass Print in 2012
As Fragmentation Grows, so do Budgets
20
Audio Streaming Video Local Mobile Social Search
More time is spent making decisions, watching others make decisions, and participating across devices, screens and with brands
Marketers Rethink Paid, Owned, Earned
21
Marketers Have Leaner Teams than Ever
22
Source: Q3 2009 Global Interactive Marketing Organization And Agency Survey
Most Interactive Staff Fewer Than 10
23
Awareness
Interest
Desire
Action
What Used to Look Like This…
24
Really Looks More Like This…
25
Skeptic Data adverse
Technology adverse
Total message control
Experimenter
Tech laggards frameworks and tools
Experimentation
Practitioner
Digital optimists
Standards andbest practices
Test and learn culture
Data/participant profiling
Channel integration
Conductor Embracing digital
and participation
Data optimizer
Governance
Performance marketers
Adapted from: Forrester Interactive Marketing Maturity Model, 2008
Revolutionist
Digital innovators
Insights driven performance
Integrated and optimized plans
Agile adaptive marketing culture
1 2 3 4 5
Marketers are Also Evolving in the Digital Ecosystem
Time for Marketing Revolution
26
27
Motivating Participation is Key
28
D + E + C = P2
A Formula for Participation
29
66% use social to learn about products/brands
Getting information about products and services is driving membership
D = Discover
30
36% post about company-related brand information
58% have never experienced an action by a company/brand on a social network site
E = Empower
31
42% Participated in a conversation with a brandin a social network
Connecting with others drives Participation
C = Connect
32
P2 = Participation & Performance
33
Increasing effectiveness
Decreasingeffectiveness
Interactive Channels will Become More Effective
34
Participation = Performance
35© Performics. Proprietary and Confidential.
• Usually rolls clockwise• Is 6 to 12 meters wide
(average of 15 seats)• Moves about 12 meters
(20 seats) per second• Is generated by no more than
a few dozen people• Acquires a stable, near-linear
shape as it expands through the crowd
The Science Behind a Wave
36© Performics. Proprietary and Confidential.
37
Performance never rests