Connected Moments: Measuring and Monetizing Social Media - Adam Lavelle - iCrossing
Connectedness Gets Real - Adam Lavelle - iCrossing
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Transcript of Connectedness Gets Real - Adam Lavelle - iCrossing
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COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 1
Connectedness Gets Real
Adam Lavelle Chief Strategy Officer
iCrossing
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facts:
Marketing keeps getting harder.
There has never been more potential to drive the business than today.
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the reality:
1. It’s only the 3rd inning
2. Connectedness wins
3. Leadership = test + invest
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COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 6
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last year…
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COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 8
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COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 9
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COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 10
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COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 11
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COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 15
It is not a network of computers. It is a network of human beings.
Always-on access to the ‘net is changing the way we behave.
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COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 16
Source: Forrester
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COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 17
Source: Forrester
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COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 18
Brands have to behave in
new ways.
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COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 19
Being a connected brand…
It’s how successful brands
do marketing in a networked world:
focusing on audiences not targets,
engaging in dialogue not shouting,
and developing trust that lasts.
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COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 20
Building a connected brand
AWARE
AGILE
ACTIVE
Useful Desirable Visible Usable Engaged
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territory
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COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 22
SEO SEM Display
ads SMS Mobile display
Landing pages
Website
Onsite UGC
Your blogs
Website (mobile)
Digital out of home
Kiosks
Gaming
Other blogs
Word of
mouth
Gadgets Widgets RSS
Digital video
TV ads
Radio ads
Print ads
PR
Point of
sale
Direct mail
OOH
Call center
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COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 23
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COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 24
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data
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shift happens
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COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 36
Connectedness means rethinking media
• Paid search • Display advertising • Affiliate marketing • Sponsorships
• Natural Search • Social Media • Press coverage • Link exchange
partnership
• Website content • Messaging • Utilities
Bought
Owned Earned
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content
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COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 38
The big shift creates new opportunities
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COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 39
The playbook for “connected” success
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COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 40
Developing a customer listening platform
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COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 41
Leveraging the content continuum
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COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 42
Embracing the increase in “creation velocity”
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COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 43
Managing the connected marketing ecosystem
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COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 44
Building a Connected Brand How Brands Become Publishers in a Real-time Marketing World
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COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 45
The Content Lab Follow @TheContentLab on Twitter
http://thecontentlab.icrossing.com
Contribute to The Content Lab on Tumblr
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iCrossing
Hearst
CRM
Data
Relationships
Branded Apps
Brands
Platforms
Insights
Premium Content Social
Mobile
Search
User Experience
Platform Integration
Analytics
Optimization Research
Strategy & Planning
Hearst + iCrossing
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Kim"(aka community,"
aka audience engagement)
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the reality:
1. It’s only the 3rd inning
2. Connectedness wins
3. Leadership = test + invest