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Megaphone 1:

Internet andBroadband

Flickr: Susan Ford Collins

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70%

66%

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Consequences for info ecosystem

Volume Velocity

Vibrance Valence /

Relevance

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Networked creators among internet users

62% are social networking site users

~50% share photos

33% create content tags

32% contribute rankings and ratings

30% share personal creations

26% post comments on sites and blogs

24% use Twitter / other status update features

15% have personal website

15% are content remixers 14% are bloggers

4% use location-sharing services

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So what for brands?

The Bermuda Triangle

Markets are fractured

Marketplace is roiled

Metrics havent kept pace

Too much noise

Brands are co-owned by advocates /acolytes

Best of times - sanctuaries

Worst of times - #fail

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Megaphone 2:

Mobileconnectivity


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Cell phone owners 85% adults

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Jan-05 Jul-05 Jan-06 Jul-06 Jan-07 Jul-07 Jan-08 Jul-08 Jan-09 Jul-09 Jan-10 Jul-10

All adults Ages 18-29 Ages 30-49 Ages 50-64 Age 65+

96%90%

85%

58%

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Mobile internet connectors 57% adults

0%

10%

20%

30%

40%

50%

60%

70%

All adults Whites Blacks Hispanics

62%

59%

55%

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New cell and wireless realities

More than 2/3 of adults and 3/4 of teens use the cloud

Web vs. apps struggle: 35% have apps; 24% use apps

Features used by cell owners

76% take pictures

74% are texters (text overtakes talk in frequency in 2009)

39% browse internet

34% are email users

34% record videos

34% play games 33% play music

30% are IM-ers

7% participate in video calls

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Anywhere

Any device

PresencePlace

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59% of Americans use TV59% of Americans use TVand the Internetand the InternetSimultaneouslySimultaneously

Dramatically More Cross-Platform / Media-Mixing

Source: Nielsen Three-Screen Report

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So what for brands?

Attention zones

Continuous

partial attention

Deep dives

Info-snacking

Media zones

Social

ImmersiveStreams

Creative /

participatoryStudy / work

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Megaphone 3:

Socialnetworking


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So what for brands?

Changed character of population

Changed character of content

Changes rhythms of engagement Changed the composition and use of peoples

social networks

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Social networks as sentries (WOM)

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Social networks as information evaluators

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Social networks as forums for action

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Webshots: lauryn6842

Implications Pete Blackshaw

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With Dramatically Different Channel Preferences

Question: Those who would

contact the company to

DiscussNew

products

ComplainGet

AdviceMake aReco.

Crisis

Email 96 97 94 96 76

Call a live representative 94 95 92 90 95

FAQ on company website 94 NA 92 NA 74

Post an opinion or question on company website 87 80 77 82 48

IM through the company's website 81 78 78 76 71

Posting on a company message board 77 69 71 74 47

Posting on a blog sponsored by that company 68 61 64 68 41

Telephone - automated response/recording 57 57 62 59 52

Reading company's Facebook page 55 NA 53 NA 36

Sending photo or video to company 53 48 48 51 41

Posting on the company's Facebook page 50 42 47 47 31

Texting the company via mobile device 36 34 40 37 41

Source: Nielsen Consumer Channel Preference Study 09

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Implication: A New Consumer Decision Journey to Manage

INITIAL

CONSIDERATION: PURCHASE:

POST-PURCHASE EXPERIENCE:

ACTIVE EVALUATION:

Consumer starts with

1.5 brands in

mind, influenced by

previous trial and

word of mouth

At the moment of

purchase, the

consumer has

evaluated only 3.2

brands, and makes

decision based

largely on

information learned

before shopping

66% of consumers engage with their brand after purchase (e.g., online research), and this

engagement has a meaningful impact on the likelihood of repeat purchase

The consumer adds 1.7 more brands to consideration, basedon packaging and sampling

19

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Where Social Media Fits in to the Mix

Friending the Social Consumer24

Most influential touchpoints

2137

31

28

10

Company-driven marketing Traditional advertising

Direct marketing Sponsorship

In-store advertising

Consumer-driven marketing Word of mouth

Online research

Offline/print reviews

Prior brand/

product experience

Store/agent/dealer

interactions

Moment of

Purchase

22

5

43

Active

Evaluation

26

26

Initial

Consideration

39

12

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Six Drivers of Brand CredibilityTrust Authenticity Transparency

Confidence

ConsistencyIntegrity

Authority

As Advertised

Real & SincereReal People

Informal

Let the Sun Shine In

Easy to LearnEasy to Discover

No Secrets

Affirmation Listening Responsiveness

Playback

Reinforcement

Search Results

Accountability

Empathy

Welcome Mat

Humility (we can learn)

Absorbing Feedback

Follow-Up

Invitational MarketingSolidifying the Solution

Dignifying Feedback24

Brand Credibility More Important Than Ever

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Implication: Bold New Questions for Companies

Issue The Big Question

Credibility How to manage and protect credibility and trust in a highly

transparent, 24/7 feedback environment?

Influencer

Management

How to extend the notion of key influencer management to

everyday consumers and even employees?

Cultivating

Earned Media

How to generate earned media from customer service, and

how service in general can be leveraged more strongly for

brand and business-building via social media?

Organization How to best manage day-to-day digital/social media

operations, recognizing that social media breaks down

geographic and organizational barriers.

Listening &

Measurement

What are the right listening & measurement protocols to drive

accountability, feed engagement strategy & investment?

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Website

Facebook

Twitter

MySpace

LinkedIn

Social Commerce EcosystemsImplication: Death (or erosion) of Web Sites

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Consumer

Relations

BrandedMedia

Channels

Forum /

Communities

Consumer

OutreachInfluencer

Outreach

Brand Backyard Consumer BackyardCommon

Brand Site

Contact CenterE-mail

Phone

Web Site

Brand Site

Contact CenterE-mail

Phone

Web Site

Engagement

BlogChat, SMS

Phone

Rate & Review

Engagement

BlogChat, SMS

Phone

Rate & Review

Communities

User-ContributionsRatings & Reviews

Co-Creation

Communities

User-ContributionsRatings & Reviews

Co-Creation

Platforms

TwitterFacebook

YouTube

Flickr, LinkedIn

Platforms

TwitterFacebook

YouTube

Flickr, LinkedIn

3rd Party

ConsumeristEdmunds

WebMD

TechCrunch

3rd Party

ConsumeristEdmunds

WebMD

TechCrunch

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Implication: New and More Holistic Rules of Engagement

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Implication: From Selling to Service

Pizza Hut

Convenient pizza

ordering experienceExperience B& J through

peace, love and ice cream

Discover recipes for any

occasion.Communicate with co-

workers for coffee runsSimulate your favorite choc. milk

experience at anytime

Ben & Jerrys Kraft Hersheys Dunkin Donuts

Relevance to BP

Price FindersProduct Info

Travel Services

Environmental Info

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Implication: Rise of Consumer Cartels

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Implication: Massive Levels of Retailer Innovation

Source: Company websites; Progressive Grocer &

Pittsburgh Post-Gazette

Can BP empower its franchises and/or products around innovation?

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Implication: The Rise of Real-Time

24/7 Real-Time War Room 24/7 Engagement Listening Beyond Borders

All aspects of integrated, brand-

monitored social media

Deliberate effort to shape and

managemessaging

Listening tools cover multiple

languages & regions

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Source: Nielsen

Looking Ahead

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Trend What It Is, What It Means

Mass Socialization Social earned media & paid media become more

intertwined

Platform Proliferation New devices and multi-tasking abound

Mobile Comes of Age Extends mass socialization & extends media to point of sale

Apps Everywhere Disruptive growth in apps, fueled by games and serviceutilities

Dominance of

Facebook

A juggernaut, rewriting rules + shifting attention from

websites

Rise of Social

Commerce

Redefining consumer retailer interactions, powered by GPS,

etcRelevance & Privacy Cautious advance to addressability; heightened scrutiny

Infrastructure Growth Increased access and speed expand digital opportunities

Heads Down

Generation

Dramatic consumer habit change; all eyes to wireless

devices

Digital Downsizing More filtering/control of apps, friends, followers, choices

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Whats Ahead / Next?Near Term Trends for 2011

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Market Trends Description

Digital & Social From separate roles to unified and integrated (now one & the same)Mobile Disruption Re-setting the entire landscape

Activism & Social Media Smarter, Creative, More Empowered/Linked & More Sophisticated

Payments and Fees Friction-free and seamless (already in play with iTunes)

Globalization of Social Creating huge opportunities.and huge operational challenges

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Whats Ahead / Next?Longer Term Trends & Disrupters

Organizational Trends Description

Media Blending Increasingly sophisticated: Paid, Owned, Earned

Brand Managers Moving to Community Manager Roles & Responsibilities

Enterprise SM Dramatic expansion beyond marketing channel innovations

Marketing + Service New synergy between marketing & operations

Agency Integration Social prompting greater integration from agencies & suppliers

Speedbacking Practice of immediately responding to key issues, especially crisis

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Things to watch

Content metering online new media businessmodels

Enhanced tech 3-D

New attention research Nielsen andCoalition for Innovative Media Measurement

Privacy debates

Net neutrality debates Spectrum allocation debates

Rise of the internet of things

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Thank you!

iMedia Ppt

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