DigiTalk 0415

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Digi Talk

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• A monthly showcase of innovative executionsto educate, inform and inspire

• Curated by CDMiConnect EDG members

• Topics including: digital/social campaigns,apps/software, current trends, best practices…

Digitalk-0415

http://www.cdmiconnect.com/

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CONFIDENTIAL—For internal discussion only. 1

Social learning’s 2015 SOCIAL MEDIA WEEK

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What are we going to talk about today? HOW CONTENT IS CONSUMED

BEST PRACTICES FOR CREATING CONTENT

WORD OF MOUTH MARKETTING

WEARABLES

THINKING OUTSIDE THE BOX

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How content is consumed

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CONFIDENTIAL—For internal discussion only.

2015 year of the social video

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There is a brand movement from youtube to native facebook video

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Facebook videos consumed Youtube videos consumed January 2014 January 2015 January 2014 January 2015

6,000

12,000 10,000

13,000

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Two main Events drove the switch……

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Brand Use during superbowl

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Facebook Youtube 2014 2015

13%

83%

2014 2015

65%

13%

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! Video can be expensive for brands, so explore use of photos

! YouTube is still a good channel & it is important to publish natively across platforms

! Big brands are making the shift GoPro, MTV & Buzzfeed

Takeaways

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People are wanting more from their social platforms

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! 33% of customers prefer to contact their brands through social media & they expect a response within an hour or less

! 74% of customers believe if they criticize a brand on social media, it leads to better customer service

! U.S brands lose 41 billion dollars a year due to bad customer service •  80% of companies think they are delivering superior customer service

•  8% of customers believe the same companies are delivering superior customer service

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If you can provide good customer service (or better than your competitors), you can maintain 20-40% of your consumers

Social Customer service

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Social is changing our behavior

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Social media allows us to

Connect Educate Take action Create your Own message

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To form community

There are 2 reasons why we share

https://www.youtube.com/watch?v=hP7vTqPrVqk

To build our personal brand

https://www.youtube.com/watch?v=zs25mL0vouk

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Some Rules for for creating content

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Think about how your content will be consumed

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The Garden The Stream

Netflix or traditional TV. I go somewhere to watch it, I go to it.

The content comes to you i.e. facebook, news feeds

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Keep the 3 S’s in mind

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Simplicity Surprise Specific

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The magic formula

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Be an Emotional gift Provide Information

Give Identity Stress relief,

moment to oneself Prove an argument, give you something more

Location / Gender / Job

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Create brand love

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Build a relationship •  Ongoing engagement

•  Listen to the trends & tap into it

•  Add value & help others connect with each other

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Engage employees •  Makes your brand personal & accessible

•  52% of consumers trust employees as experts

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Build Advocacy •  Make it official! Allow people to sign-up and attend events, they

can be online or offline

•  Ambassadors strengthen support community and can connect others with people using the product. Extend to product evangelists

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Put out relevant & shareable content •  Inspire by curating an experience or stories that surprise and

delight

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Social media evolves like dog years

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Stay relevant by:

Doing more with what you have

Think beyond the box

Embrace change

Measure what matters

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Don’t focus on going “viral”, focus on creating shareable content

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! 29 year old vocalist/actor/director from Texas who began performing on YouTube

! As of January 1, 2015 Hall has over 1.2 million subscribers to his YouTube channel

! He writes/performs in/directs all of his videos

! Videos are done very low budget and have achieved notoriety (i.e. Beyonce asked him to choreograph her next music video)

! MTV used YouTube to discover Todrick, and now features him on a docuseries that shows the “behind the scenes” of how his YT videos get made

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Todrick hall

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cinderonce

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http://www.spin.com/articles/cinderonce-video-beyonce-cinderella-todrick-hall/

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! Social media has created a talent “Meritocracy” •  Provides exposure and access to people who might otherwise never have been

“discovered”

! Social media can be a powerful recruiting tool •  Todrick Hall’s discovery by MTV

! Legal consideration: Random talent associated with your brand may bring on added liability

•  MTV proved to their lawyers that there was an urgent business need to stay relevant and be first to market with this type of partnership

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Takeaways for finding talent online

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Word of mouth marketing

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Common marketing goals Sharable

•  Entertaining

•  Educational

•  Inspiring

•  News/Buzz Worthy

Word Of Mouth •  Endorsement

•  Recommendation

•  Product Specific

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Wom: Newly quantifiable

! Historically, word of mouth marketing has been seen as the most powerful type of advertising

! 12% of consumers believe recommendations from friends/family trump anything else (Nielson)

! Nearly all marketers agree that WOM drives business •  Only 6% of marketers feel they are WOM experts

! Key marketing challenge: How do you prove WOM impacts sales?

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WOM is seen as extremely powerful in terms of driving business, but marketers need ROI proof

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The Study ! Objective: quantify WOM marketing initiatives

! 6 companies participated

! 3 years of historical marketing mix data was analyzed

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! $6 trillion dollars per year in consumer spending is due to WOM

! WOM drives 13% of sales •  60% - 80% = base

•  20% - 30% = paid marketing

! WOM amplifies paid media by 15%

! A WOM impression is at least 5X’s more impactful than a paid media impression

! WOM is less impactful with lower priced goods (i.e. Pepsi)

The Results

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Execution Case study

Assumption

WOMM drives WW business

Challenge

Get senior management to approve a budget for WOM marketing

Resolution

Marketing team was successfully able to use WOM study on ROI to justify a budget to produce a new commercial for launch during 2015 Superbowl

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https://www.youtube.com/watch?v=yvUO_jU8XlI

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takeaways

! ROI remains crucial in proving value

! Even things that are seemingly hard to measure, can/should be quantified

! The optimal marketing mix includes both paid and WOM marketing initiatives

! Cheaper goods benefit the most from WOM

! Likely applicable for more mainstream CDMi accounts

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Becoming more Wear-able

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“The future of wearables is where multi-faceted, yet focused function

meets fashion. Think Apple Watch versus Google Glass.”

-CTO of Decoded

vs

http://decoded.com/us/

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WEAR-abilities

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The health and fitness categories are just the beginning. Via Apple’s new HomeKit, for example, iOS-enabled wearables can communicate with automated home systems (eg, the Nest thermostat).

https://nest.com/thermostat/life-with-nest-thermostat/

https://developer.apple.com/homekit/

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Wearables & portables

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Experts claim the wearable category is broadening to include portable devices. Some portables, like the SCIO scanner (tells you the chemical make-up of almost anything, including foods and medications), are indicative of the potential influence on health.

https://www.consumerphysics.com/myscio/scio

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Intra-preneurship: Start it UP

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“One way to ignite intra-preneurship in your company is to approach internal initiatives like start-ups.”

-VP of Consumer Engagement at Mondelez

http://www.mondelezinternational.com/

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Intra-preneurship: shared SUCCESS

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Share and even celebrate internal successes/milestones to encourage more of the same and make it part of the culture

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Intra-preneurship: Exchange students

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Start an employee exchange program with other mutually interested companies to speed up the growth of internal capabilities (eg, partner with a social media shop that’s interested in digging into healthcare). Would have to be conscious of creating direct competition

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Sessions attended

! Getting You Closer To Your Customer: Strategies For Streamlining Your Social And Collaboration Strategy: Salesforce

! From Fans to Advocates: How to Build Community and Grow #BrandLove: Hootsuite

! Why 2015 Will be the Year of Social Video: Socialbakers

! Creating Video Content for How it’s Consumed: Buzzfeed

! Building Social Movements: Reigniting Human Connectivity: Cotential

! Storytelling with Vine: How to Create Short Form Videos That People Remember: Mashable & Vine

! More than just a hashtag: Make campaigns that matter: Purpose ! Decoding Wearables

! Igniting Intrapreneurship

! The ROI of WOMM: a first look at WOMMA's return on WOM brand study

! Stop Calling Them Social Media Influencers: MTV's pioneering effort with new form talent

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CONFIDENTIAL—For internal discussion only. CONFIDENTIAL—For internal discussion only.

Thank you!

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DigiTalk 0415

Marketing

Transcript of DigiTalk 0415