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© Mike Berry Associates 2011
DIGITAL WINNERS MIKE BERRY
BRATISLAVA, APRIL 19 2011
© Mike Berry Associates 2011
HELLO, I‟M MIKE BERRY
Ex-Procter & Gamble, Wunderman (Y+R), Euro RSCG,
Ex-Head of Digital EMEA for Jack Morton (Interpublic)
Author of „The New Integrated Direct Marketing‟ (Gower)
In digital marketing since 1995 (ish)
Adjunct Professor of Digital Marketing at Hult International Business School
Digital Trainer/ Consultant for Econsultancy, CIM, IDM
© Mike Berry Associates 2011
BRANDS I HAVE WORKED WITH...
© Mike Berry Associates 2011
SHOW OF HANDS PLEASE...
Who‟s using:Online display advertising?Search Engine Optimisation (SEO)?Pay Per Click Advertising (PPC)?Social Media Marketing?
THE WORLD‟S GONE CRAZY
© Mike Berry Associates 2011
© Mike Berry Associates 2011
TODAY‟S SESSION
DIGITAL WINNERSREAL CASE HISTORIES
REAL BRANDS
REAL WORLD
-ALL WINNERS!
TRENDS: What’s Next?
QUESTIONS
© Mike Berry Associates 2011
TRYING TO KEEP UP WITH DIGITAL
“As we know, there are known knowns. There are things we know we know.
We also know there are known unknowns. That is to say we know there are some things we do not know.
But there are also unknown unknowns, the ones we don’t know we don’t know.”
Donald Rumsfeld,former US Secretary of Defense
at Press Briefing February 12, 2002 after Confucius
© Mike Berry Associates 2011
SOCIAL MEDIA
Everyone‟s doing it...
How to achieve „immediacy‟ subject to appropriate controls?
“Some brands shouldn't be
on Twitter”!© LaComunidad
© Mike Berry Associates 2011
SOCIAL MEDIA
“Social Media is like teen sex. Everybody wants to do it. Nobody knows how. When it‟s finally done, there is surprise it‟s not better.”
Avinash Kaushik
© Mike Berry Associates 2011
SOCIAL MEDIA REVOLUTION
The internet isn’t written in pencil, Mark, it’s written in ink”.
© Mike Berry Associates 2011
JARGON
New media
E-marketing
Interactive
DIGITAL
Online
-
© Mike Berry Associates 2011
It doesn't really matter what wecall it –it‟s how we think and what we do...
-
JARGON
© Mike Berry Associates 2011
CAMEL CIGARETTES
VIDEO, CAMELS TV AD
© Mike Berry Associates 2011
WE‟VE COME A LONG WAY...
CLICK
© Mike Berry Associates 2011
MAGICAL AND REVOLUTIONARY TIMES
Changing everything. Again and again.
16
© Mike Berry Associates 2011
SO WHO‟S DOING WHAT?
© Mike Berry Associates 2011| 18
© Mike Berry Associates 2011
THE BRAND – SportsShoes.com
© Mike Berry Associates 2011
THE BRAND – SportsShoes.com
Established in 1982 by Bruce Bannister, professional footballer
First mail order, now ecommerce
Offering over 3,000 products
Committed to providing the widest range of products, at the best value, combined with excellent customer service.
© Mike Berry Associates 2011
THE CHALLENGE
Online sports retailer SportsShoes.com had the aim of increasing natural search visibility, traffic and revenue
The goal was to achieve no. 1 position in Google search for term “running shoes”
To increase paid search sales volume within a CPA target of 7 GBP
© Mike Berry Associates 2011
THE SOLUTION
Agency Propellernet adopted a blend of paid search, on-page SEO work and search PR (SEO PR)
Key idea: bringing together the technical SEO specialists and communication specialists to identity opportunities and then offer quality content to the relevant sites.
© Mike Berry Associates 2011
IN THEIR OWN WORDS
Video / Propellernet, Stefan Hull
© Mike Berry Associates 2011
THE SOLUTION
The paid-search campaign analysed historic conversion data to identify keyword gaps and focus on terms which provided a large number of sales while maximizing ROI
By conducting natural search audits, the agency provided SportsShoes.com with a comprehensive list of on-page recommendations
This was supported by a natural search PR strategy, including product placement on lifestyle websites
© Mike Berry Associates 2011
RESULTS
SPORTSHOES.COM MOVED FROM GOOGLE SEARCH PAGE THREE TO NO. 1 FOR KEYWORD “RUNNING SHOES”
PAID SEARCH CPA WAS REDUCED FROM 8.4 GBP TO 6.9 GBP
WINNER OF NEW MEDIA AGE EFFECTIVENESS AWARDS 2010 FOR SEARCH
© Mike Berry Associates 2011
RESULTS
© Mike Berry Associates 2011
KEY LEARNINGS
COMBINING PR WITH SEO MAKES A POWERFUL TOOL
PPC AND SEO SHOULD WORK TOGETHERREMEMBER BING...OPTIMISATION IS A CONTINUING
PROCESS!
© Mike Berry Associates 2011| 28
© Mike Berry Associates 2011
THE BRAND: TIPP-EX
© Mike Berry Associates 2011
THE BRAND – TIPP-EX
A brand of the BIC Group
An old-fashioned stationery product
The market leader in Europe
Targeting students and office workers
© Mike Berry Associates 2011
THE CHALLENGE
Needed to remain relevant in the internet age
Boost sales during the back-to-school period
Become the preferred correction brand amongst students
© Mike Berry Associates 2011
CREATIVE SOLUTION – SHOOT THE BEAR
PRODUCT INSIGHT: Tipp-Ex helps me to “re-write the story.”
VIDEO:http://www.youtube.com/watch?v=4ba1BqJ4S2M
© Mike Berry Associates 2011
30 sec YouTube video with two options at the end – to shoot the bear or not.
The viewer is then taken to the „Tipp-Experience‟ (a page that looks like a YouTube video, but is a full-page Flash file.)
The viewer is able to type in any keyword (verb), re-write the story and change the interaction between the bear and the hunter.
42 different endings were produced (dances, fights, etc)
Paid YouTube banner for the first 24h of the campaign
Seedings through social mediaOnly online, no other media used
CREATIVE SOLUTION – SHOOT THE BEAR
© Mike Berry Associates 2011
CREATIVE SOLUTION – SHOOT THE BEAR
Video: Agency story
© Mike Berry Associates 2011
QUESTION:
What was the most popular „search term‟ used for:
A hunter------a bear
???
© Mike Berry Associates 2011
ANSWER:
The most popular „search term‟ was:
A hunter fucks a bear
!!!
© Mike Berry Associates 2011
RESULTS
ONE WEEK AFTER THE LAUNCH: -THE CAMPAIGN TEASER HAD BEEN SEEN MORE THAN 4 MILLION
TIMES -THE CAMPAIGN HAD BEEN PUBLISHED BY HUNDREDS OF BLOGS,
SHARED MORE THAN 120 000 TIMES VIA FACEBOOK AND TWEETED MORE THAN 10 000 TIMES!
-THE CAMPAIGN HAD APPEARED ON TV, RADIO AND IN PRESS ARTICLES (ON AND OFFLINE) WHERE IT WAS DESCRIBED AS AN “INNOVATION SHOWING YOUTUBE‟S FUTURE”.
-EACH USER:-SPENT, ON AVERAGE, 6 MINUTES VIEWING THE CAMPAIGN;USUAL AVERAGE TIME SPENT IS 2 MINS-MADE MORE THAN 15 KEY-WORD REQUESTS DURING A VISIT
© Mike Berry Associates 2011
RESULTS
BEFORE THE CAMPAIGN, TIPP-EX HAD AROUND 100 + SOCIAL MEDIA MENTIONS PER DAY.
© Mike Berry Associates 2011
RESULTS
12 MILLION VIEWS FOR THE TEASER CLIP +
MORE THAN 30 MILLION VIEWS FOR THE TIPP-EXPERIENCE CHANNEL. (TARGET 1 MILLION VIEWS)
217 COUNTRIES CONNECTED TO THE TIPP-EXPERIENCE PAGE
SALES INCREASE MORE THAN 25% YEAR ON YEAR
HIGH ROI: ALL FOR TOTAL INVESTMENT OF 700 000 EUR
© Mike Berry Associates 2011
KEY LEARNINGS
REACH YOUR AUDIENCE THROUGH A RELEVANT CHANNEL
UNIQUE SOLUTIONS SPREAD QUICKLY BUT THE BUZZ FADES QUICKLY AS WELL
CREATIVE SOLUTIONS CAN WORK FOR “BORING” PRODUCTS
„PLAYABILITY‟ („GAMIFICATION‟) DRIVES VIRAL SUCCESS
© Mike Berry Associates 2011| 41
© Mike Berry Associates 2011
THE BRAND – BURGER KING
© Mike Berry Associates 2011
THE BRAND – BURGER KING
Began in Jacksonville Florida in 1953
The Whopper introduced in 1957
Public since 2006
More than 12 000 outlets
73 countries
More than 11 million customers daily
© Mike Berry Associates 2011
THE CHALLENGE
Highly Competitive fast food market
Need to stand out
Social media important to key youth audience
Brand attitude is „edgy‟
© Mike Berry Associates 2011
CREATIVE SOLUTION – WHOPPER SACRIFICE
Burger King released a Facebook app called Whopper Sacrifice.
Users „unfriend‟ 10 friends to receive a free Whopper burger coupon.
The sacrifices appear in your news feed
“Sarah sacrificed John for a free Whopper.”
© Mike Berry Associates 2011
CREATIVE SOLUTION – WHOPPER SACRIFICE
© Mike Berry Associates 2011
RESULTS
Video
© Mike Berry Associates 2011
RESULTS
BUT FACEBOOK DISABLED THE APP!"We encourage creativity from developers and brands using the Facebook Platform, but we also must ensure that applications follow users' expectations of privacy. This application facilitated activity that ran counter to user privacy by notifying people when a user removes a friend. We have reached out to the developer with suggested solutions. In the meantime, we are taking the necessary steps to assure the trust users have established inFacebook is maintained."
© Mike Berry Associates 2011
RESULTS
APPLICATION INSTALLED NEARLY 60,000 TIMESin a matter of days
NEARLY 20,000 WHOPPER COUPONS SENT OUT
OVER 200,000 FACEBOOK FRIENDS DELETED
BUT
BK FEWER LOYAL CUSTOMERS VS McDONALD‟S
LOWEST SOCIAL CURRENCY RANKING IN THE CATEGORY
<Ref: Vivaldi Partners, Social Currency Report 2010>
© Mike Berry Associates 2011
SUMMARY: BURGER KING Vs. McDONALD‟S
BURGER KING – 2 CAMPAIGNS IN TOP 10 OF THE DECADE, BUT:
FORTUNE MAGAZINE:
“Burger King has limped its way through the recession, losing sales and market share even as its rival McDonald's has thrived!”
© Mike Berry Associates 2011
SUMMARY: BURGER KING Vs. McDONALD‟S
© Mike Berry Associates 2011
SUMMARY: BURGER KING Vs. McDONALD‟S
© Mike Berry Associates 2011
KEY LEARNINGS
CONSIDER FACEBOOK‟S “POWER” TO BLOCK CAMPAIGNS
„TALK IS CHEAP‟: BEING SOCIAL DOESN‟T ALWAYS INCREASE BRAND LOYALTY
THE CFO WANTS TO SEE MORE THAN FRIENDS/ FANS
© Mike Berry Associates 2011| 54
© Mike Berry Associates 2011
THE BRAND – COMPARE THE MARKET
© Mike Berry Associates 2011
THE BRAND – COMPARE THE MARKET
Car insurance price comparison site in the UK
In their own words:
”comparethemarket.com is designed for everyone who has better things to do with their time than look for insurance!”
© Mike Berry Associates 2011
THE CHALLENGE
Cluttered and competitive market
Low interest, low creativity
„Distress purchase‟
© Mike Berry Associates 2011
CREATIVE SOLUTION
© Mike Berry Associates 2011
CREATIVE SOLUTION
“Market”
Meerkat
© Mike Berry Associates 2011
CREATIVE SOLUTION – COMPARE THE MEERKAT
INSIGHT
Google AdWords prices:
“Compare The Market” = 5 GBP per click
vs. “Compare The Meerkat” = 0.05 GBP per click
© Mike Berry Associates 2011
CREATIVE SOLUTION – COMPARE THE MEERKAT
VIDEO
© Mike Berry Associates 2011
CREATIVE SOLUTION – COMPARE THE MEERKAT
© Mike Berry Associates 2011
CREATIVE SOLUTION – COMPARE THE MEERKAT
© Mike Berry Associates 2011
CREATIVE SOLUTION – COMPARE THE MEERKAT
Use of social media:
3,865 tweets; 36,424 following; 41,414 followers
© Mike Berry Associates 2011
CREATIVE SOLUTION – COMPARE THE MEERKAT
© Mike Berry Associates 2011
UK GOES MEERKAT MAD!
© Mike Berry Associates 2011
RESULTS
TRAFFIC TO COMPARETHEMARKET.COM UP BY 186% IN THE FIRST 12 WEEKS
QUOTE FIGURES INCREASED BY 80%
COST PER QUOTE REDUCED BY 73%
INCREASED MARKET SHARE OF UK INSURANCE COMPARISON SITE VISITS BY 76% IN FIRST 9 MONTHS OF THE CAMPAIGN
MONEYSUPERMARKET.COM LOST 25% OF VISITS, CONFUSED.COM DROPPED 5% AND GOCOMPARE LOST 32%
© Mike Berry Associates 2011
RESULTS
LOTS OF FREE PUBLICITY
NEW MEDIA AGE EFFECTIVENESS AWARD
CHRISTMAS 2010 “A SIMPLES LIFE” WAS THE 2nd BEST SELLING BOOK IN UK (!)
A LONG-LASTING CAMPAIGN:
NOW IN ITS THIRD YEAR
© Mike Berry Associates 2011
VIDEO – WHY MEERKAT IS SUCCESSFUL
Michael Nutley, New Media Age
© Mike Berry Associates 2011
SUCCESS FACTORS AND KEY LEARNINGS
INTEGRATED PLATFORM USAGE – TV, WEBSITE, FACEBOOK, TWITTER
BRAND RE-ENFORCEMENT – THE CREATION OF A SPOOF SITE CALLED „COMPARE THE MEERKAT‟ AS FORM OF BRAND EXTENSION. AFTER SEVERAL EXPOSURES TO THE TV AD, „COMPARE THE MEERKAT‟BECOMES SYNONYMOUS WITH „COMPARE THE MARKET‟
USE OF HUMOUR – VIRAL ELEMENT (VIA YOUTUBE, FACEBOOK)
DANGER OF LOSING THE BRAND BEHIND ORLOV THE MEERKAT?
© Mike Berry Associates 2011
SUCCESS FACTORS AND KEY LEARNINGS
IDENTIFIABLE CHARACTER – SOMETHINGFAMILIAR AND LOVEABLE ABOUT THE BRAND.
COMPARE THE MARKET IS A „DRY‟ COMPARISON SITE AND AGGREGATOR.
ALEKSANDR OF COMPARE THE MEERKAT IS HUMOROUS AND WARM
USE OF SOCIAL MEDIA TO CREATE LONG-LASTING CONVERSATION
HIGH-QUALITY EXECUTION
© Mike Berry Associates 2011
CREATIVE SOLUTION – COMPARE THE MEERKAT
VIDEO /bloopers
© Mike Berry Associates 2011
Simples!
© Mike Berry Associates 2011| 74
© Mike Berry Associates 2011| 75
© Mike Berry Associates 2011
THE BRAND – SVT Play
SVT is Sweden's public service broadcaster, and SVT Play is their on-demand web service.
© Mike Berry Associates 2011
THE CHALLENGE
When launching SVT Play app for iPhone, SVT had no idea when Apple would approve it
Also, they needed to inform Swedish iPhone users about the release of the SVT Play application
Wanted to make people feel part of SVT
Dependent on the Apple process,,,
© Mike Berry Associates 2011
THE SOLUTION – DEAR STEVE JOBS!
All the SVT Play fans were invited to participate in a campaign, trying to get the app approved as quickly as possible
The campaign was addressed directly to
Apple's CEO Steve Jobs!
© Mike Berry Associates 2011
THE SOLUTION – DEAR STEVE JOBS!
VIDEO: http://demo.fb.se/e/svt/dsj
© Mike Berry Associates 2011
THE SOLUTION – “DEAR STEVE JOBS”!
www . DEARSTEVEJOBS . com
© Mike Berry Associates 2011
RESULTS
THE CAMPAIGN IMMEDIATELY SPREAD ON FACEBOOK, TWITTER, BLOGS
REACHED 100,000 INTERACTIONS IN 24 HOURS
OVER 400,000 INTERACTIONS IN TOTALNB. THERE ARE APPROXIMATELY 500,000
IPHONE OWNERS IN SWEDEN. WHEN THE APPLICATION WAS APPROVED AND
RELEASED IT BECAME THE MOST DOWNLOADED WITHIN MINUTES
© Mike Berry Associates 2011
RESULT
THE CAMPAIGN WAS COVERED BY EDITORIAL MEDIA ALL OVER THE WORLD
-WITHOUT SPENDING A CENT ON PAID MEDIA!
© Mike Berry Associates 2011
IN THEIR OWN WORDS:
FILIP NILSSON, FORSMAN & BODENFORS
-VIDEO
© Mike Berry Associates 2011
KEY LEARNINGS
THINK OUT OF THE BOX
LATERAL THINKING CAN PRODUCE SURPRISING RESULTS
PAID MEDIA IS NOT THE ONLY OPTION
© Mike Berry Associates 2011| 85
© Mike Berry Associates 2011
THE BRAND – ALADDIN
© Mike Berry Associates 2011
THE BRAND – ALADDIN CHOCOLATES
Owned by Kraft Foods Sweden / Marabou
A box of chocolates
70 years in Swedish homes
Well-known and appreciated
© Mike Berry Associates 2011
THE CHALLENGE
Aladdin had changed so much in appearance and content that it had lost its traditional values and „magic.‟
For Christmas a new praline chocolate was going to be added to the box.
© Mike Berry Associates 2011
THE CREATIVE SOLUTION
Instead of talking about the new chocolate, Aladdin decided to focus on “the praline that would have to leave, to make room for the new one”
They let the Swedish people decide which chocolate would have to go!
© Mike Berry Associates 2011
THE CREATIVE SOLUTION
PROMO VIDEO
© Mike Berry Associates 2011
RESULTS
400,000 VOTES IN 4 WEEKS
(approx 5% of the Swedish population)
MEDIA COVERAGE 33 MILLION
THE 4th FASTEST GROWING FACEBOOK APPLICATION IN THE WORLD
SALES UP BY 26,5%
ALADDIN‟S MARKET SHARE UP BY 2,8%
REVENUE INCREASE OF 44%
© Mike Berry Associates 2011
ADVICE FROM THE CREATORS
VIDEO /PR STRATEGY (Tom Beckman)
© Mike Berry Associates 2011
KEY LEARNINGS
IDEAS CAN JUST „TAKE OFF‟; CANNOT PREDICT VIRAL SUCCESS
STRONG IDEA, HUMOUR AND NOSTAGLIA
LEFT-FIELD APPROACHES OFTEN WORK BEST
© Mike Berry Associates 2011| 94
© Mike Berry Associates 2011
THE BRAND – OLD SPICE
© Mike Berry Associates 2011
THE BRAND – OLD SPICE
American male grooming brand
Originally launched in 1934
Later acquired by P&G
The first „male body wash‟
© Mike Berry Associates 2011
THE CHALLENGE
Intense competition
Slow sales in recent years
Over 50% of body wash purchases by women
© Mike Berry Associates 2011
THE CREATIVE SOLUTION 1 – TV ad
Promoting the idea that Old Spice has the “manliest scents on the planet”, celebrates the importance of “smelling like a man”.
TV ad created for dual audience: men and women.
© Mike Berry Associates 2011
THE CREATIVE SOLUTION 2 – YouTube
A team of creatives gathered in secret location in Portland, Oregon and produced 87 short comedic YouTube videos about Old Spice. In real time!
Everybody loved it!
© Mike Berry Associates 2011
HOW DID THEY DO IT?
Real-time responses to user comments/questionsposted on Digg, Twitter,Yahoo Answers, and Facebook
Two full days– creatives, digital strategists, community managers, developers and editors all sitting in the same area at the same time….
The creatives wrote the scripts. Scripts were sent to the teleprompter. Isaiah did shots, sometimes in a single take. Exported to editors, uploaded to YouTube, and then posted on Twitter….
REAL-TIME ADS!
© Mike Berry Associates 2011
CREATIVE SOLUTION
VIDEOS /youtube responses
http://www.youtube.com/results?search_query=old+spice+response&aq=1
© Mike Berry Associates 2011
RESULTS
ON DAY 1 THE CAMPAIGN RECEIVED ~6 MILLION VIEWS
(MORE THAN OBAMA‟S VICTORY SPEECH!)OVER 40 MILLION VIEWS AFTER THE FIRST
WEEKOLDSPICE.COM WEBSITE TRAFFIC UP 300%THE OLD SPICE YOUTUBE CHANNEL BECAME THE
ALL-TIME MOST VIEWED CHANNELTHE CAMPAIGN GENERATED 1.4 BILLION
IMPRESSIONS IN 6 MONTHS
© Mike Berry Associates 2011
RESULTS
THE CAMPAIGN INCREASED SALES BY 27% OVER 6 MONTHS SINCE LAUNCHING (YEAR ON YEAR)
IN 3 MONTHS SALES WERE UP 55%
AND IN THE LAST MONTH SALES WERE UP 107% FROM THE SOCIAL RESPONSES CAMPAIGN WORK
OLD SPICE IS NOW THE #1 BODY WASH BRAND FOR MEN.
CANNES GRAND PRIX FOR THE TV FILM
© Mike Berry Associates 2011
KEY LEARNINGS
REAL-TIME DRIVES THE WEB
TV IS STILL POWERFUL AND IMPORTANT
SOCIAL MEDIA CAN AMPLIFY THE EFFECT OF TRADITIONAL
STRONG IDEAS CROSS CHANNELS
© Mike Berry Associates 2011| 106
© Mike Berry Associates 2011
KEY LEARNINGS FROM THE CASES (1)
MAKE USE OF EXISTING SYSTEMS AND DATA (e.g GOOGLE TOOLS, YOUR OWN DATA, PARTNERSHIPS WITH AFFILIATES AND KEY INFLUENCERS)
CANNOT PREDICT VIRAL SUCCESS BUT A STRONG IDEA IS THE MOST IMPORTANT THING – THINK CREATIVELY AND OUT OF THE BOX, AS UNIQUE SOLUTIONS SPREAD QUICKLY
INTEGRATED MEDIA OFTEN WORKS BEST, TV IS STILL IMPORTANT AND SOCIAL MEDIA HELPS TO CREATE LONG-LASTING CONVERSATIONS
© Mike Berry Associates 2011
KEY LEARNINGS FROM THE CASES (2)
KNOW YOUR AUDIENCE: FOR MEDIA AND CREATIVE
HIGH-QUALITY EXECUTION IS CRUCIAL
REMEMBER ALTERNATIVE PLATFORMS (ANDROID, BING)
DIGITAL MARKETING IS AN ONGOING PROCESS: KEEP TESTING AND OPTIMISING
© Mike Berry Associates 2011
QUESTION:
Why couldn't this ad have aired 10 years ago?
VIDEO
© Mike Berry Associates 2011
ANSWER:
Call to action: go to the Facebook page!
ANSWER...
© Mike Berry Associates 2011
WHAT‟S NEW? / WHAT‟S NEXT?
© Mike Berry Associates 2011
TRY TO KEEP UP!
“WHEN YOU ARE THROUGH
CHANGING… YOU ARE THROUGH.”
BRUCE BARTON
© Mike Berry Associates 2011
TRY TO KEEP UP!
“WHEN YOU ARE THROUGH
CHANGING… YOU ARE THROUGH.”
BRUCE BARTON
Founder: Batten, Barton, Durstine and Osborne (BBDO)
7,200 employees in 287 offices in 77 countries
© Mike Berry Associates 2011
NOTHING LASTS FOREVER...
NEWS
iPad 2
Facebook messages
Nokia-Microsoft alliance
BlackBerry PlayBook
Google „Plus One‟
Bing market share!
+++
© Mike Berry Associates 2011
THE NEW EU PRIVACY ICON
© Mike Berry Associates 2011
GOOD BEHAVIOUR...
© Mike Berry Associates 2011
www.youronlinechoices.eu
EU Privacy directive
Need to tell consumers
about cookies
New icon
Standard format
© Mike Berry Associates 2011
WHAT‟S NEW? / WHAT‟S NEXT? LOCATION-BASED SERVICES
FACEBOOK PLACES:
the long-awaited feature that brings location-based functionality to the most popular social network in the world
USE THE SMARTPHONE APP TO...
...SHARE YOUR LOCATION WITH FRIENDS
...FIND OUT WHERE YOUR FRIENDS ARE
...DISCOVER PLACES NEAR YOU
...ADD PLACES
...TAG PEOPLE WHO ARE WITH YOU
© Mike Berry Associates 2011
WHAT‟S NEW? / WHAT‟S NEXT? DEALS
© Mike Berry Associates 2011
WHAT‟S NEW? / WHAT‟S NEXT?
???
© Mike Berry Associates 2011
WHAT‟S NEW? / WHAT‟S NEXT? VISUAL SEARCH
No need to type?Or translate?Or think?
VIDEO
DO-YOU “PLUS-ONE” IT?
http://www.youtube.com/watch?v=OAyUNI3_V2c
© Mike Berry Associates 2011
© Mike Berry Associates 2011
THE NEXT BIG THING?
Quora is a continually-improving collection of questions and answers created, edited, and organized by everyone who uses it. The most important thing is to have each question page become the best possible resource for someone who wants to know about the question.
CALL IN „THE HIDDEN PERSUADERS...‟
© Mike Berry Associates 2011
JUST REMEMBER: IT‟S PUBLIC. FOREVER!
CHECKLIST BEFORE POSTING ANYTHING – ANYWHERE:
ASSUME YOUR BOSS READS/SEES EVERYTHING THAT YOU POST
ASSUME YOUR BIGGEST CLIENT READS/SEES EVERYTHING THAT YOU POST
ASSUME YOUR BIGGEST COMPETITOR READS/SEES EVERYTHING THAT YOU POST
ASSUME YOUR MUM READS/SEES EVERYTHING THAT YOU POST
ASSUME YOUR CHILDREN WILL READ/SEE EVERYTHING THAT YOU POST!!!
© Mike Berry Associates 2011
LOOKING AHEAD
© Mike Berry Associates 2011
SEEN THIS?
HOW DO YOU CONSTRUCT A SOCIAL MEDIA STRATEGY?http://whatthefuckismysocialmediastrategy.com/
© Mike Berry Associates 2011
DON‟T EMBRACE „THE FUTURE‟ FOR THE SAKE OF IT
“The future’s already here, it’s just
unevenly distributed.” William Gibson,
1999
Source: Blue Latitude/ ISBA
© Mike Berry Associates 2011
PAST AND PRESENT WILL ALWAYS CO-EXIST
The past is still here too – it’s just
so evenly distributed that it blends
into the background
© Mike Berry Associates 2011| 131
© Mike Berry Associates 2011
REMEMBER THE „OLD STUFF‟ STILL WORKS!
© Mike Berry Associates 2011
REMEMBER THE „OLD STUFF‟ STILL WORKS!
© Mike Berry Associates 2011
REMEMBER THE „OLD STUFF‟ STILL WORKS!
© Mike Berry Associates 2011
REMEMBER THE „OLD STUFF‟ STILL WORKS!
© Mike Berry Associates 2011
REMEMBER THE „OLD STUFF‟ STILL WORKS!
© Mike Berry Associates 2011
REMEMBER THE „OLD STUFF‟ STILL WORKS!
© Mike Berry Associates 2011
REMEMBER THE „OLD STUFF‟ STILL WORKS!
© Mike Berry Associates 2011
REMEMBER THE „OLD STUFF‟ STILL WORKS!
AND REMEMBER: CLICKS AREN‟T SALES
© Mike Berry Associates 2011
© Mike Berry Associates 2011
SO WHAT HAS DIGITAL MARKETING ADDED?
© Mike Berry Associates 2011
MORE ARROWS IN YOUR MARKETING QUIVER
<Photo credit: Flickr: David de Groot>
© Mike Berry Associates 2011143
Gerd Leonhard 2010
© Mike Berry Associates 2011
DIGITAL WINNERS MIKE BERRYBRATISLAVA, APRIL 19 2011
IT‟S TOUGH OUT THERE...
© Mike Berry Associates 2011
BUT
DON‟T PANIC!
DO WHAT YOU KNOW WORKS
TRY SOME NEW STUFF
SET OBJECTIVES
MEASURE AGAINST YOUR KPIs
DO IT AGAIN (AND BETTER!)
© Mike Berry Associates 2011
© Mike Berry Associates 2011
GOOD LUCK AND SEE YOU ON LINKEDIN!
MIKE BERRY
Twitter: @mikeberrytweetsblogbymikeberry.blogspot.comhttp://uk.linkedin.com/in/mikeberrylinkedin
© Mike Berry Associates 2011| 149