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Vlajo, 18 november 2011

THE STATE
OF THINGS
(marketing-wise)

Friday 18 November 11

AdNerds

The Radically Digital Division of Proximity BBDO


From simple to complex
The state of paper media
The state of television
The state of traditional online bannering
The state of social media
The new and improved role of traditional media


From simple to complex


the advertising model is broken


Advertising used to be simple


Paid Media


The old consumer decision journey

many brands

fewer brands

final choice

BUY


Advertising is not so simple anymore…


Paid Media Owned Media Earned Media


Today’s consumer decision journey

r
side
con eva
lua
te

The Loyalty Loop
BO
ND
advo
cate BUY
enjoy


Media that’s targeted at you but
doesn’t include you may not be
worth sitting still for.

Clay Shirky, The Cognitive Surplus


The state of paper media


Smartphones Surpassed Feature Phone Shipments in
W. Europe (Q2:10) / USA (Q1:11); ROW to Follow

Smartphone Shipments as % of Total Mobile Phone Shipments by Region, Q1:08 – Q2:11
100%

North America
Smartphone > Feature
% of Quarterly Mobile Phone Shipments

80%
Western Europe Phone Shipments

Rest of World (ex. Japan)

60%

50%

40%

20%

0%
Q1:08 Q3:08 Q1:09 Q3:09 Q1:10 Q3:10 Q1:11

Source: Data per Ehud Gelblum, Morgan Stanley Research. Note: In Japan, smartphone exceeded feature phone in Q4:08.


The state of television


We all wield media now


Somewhere in the middle of nowhere…


“Our study found that 63% of TV commercial impressions were
avoided simply by not paying attention to the screen.”


Second Screen

Source: Nielsen


The state of traditional online bannering


The state of social media


The Media Spectrum

Google Adwords TV advertising
Short Term Long Term
Highly Relevant Might be Relevant
Conversions Impressions
CPA GRP


Where in the Media Spectrum does social media ﬁt?

4,4 million users
rs?
1 05K use 25K users?

Google Adwords Social Media TV advertising

&
Short Term Short Term Long Term Long Term
Highly Relevant Highly Relevant Might be Relevant Might be Relevant
Conversions Conversions Impressions Impressions
CPA CPA GRP GRP

* Belgian ﬁgures


"Typical approaches that focus on
raw fan counts, or the total number
of engagements on a given piece of
content, fail to depict the potential
and realized scope of social media
brand impressions"

The Power of Like, Co & Facebook, May 2011


FACEBOOK, A VIRAL PLATFORM


# fans

23.000.000 784.000.000

6.059 1.245.213

# unique friends / fan
34 207

The Power of Like, Co & Facebook, May 2011


Facebook has become our de facto
advertising platform

Jim Hanna, Starbucks Coffee Company


ComScore ﬁnds a high degree of similarity
between the tastes of friends.


Two ways to get people to “like” you...

organic marketing efforts


Like Widget
“Friend us on FB”

Ads

organic
Search

Friend Suggestion


Like-gates
Like us ﬁrst & win...

Coupons
Share a wall post
and get a
coupon!
Invite Friends
Invite friends to
get beneﬁts.
marketing efforts
Exclusive Content
Leave your
credentials for a
wallpaper...

Two typical consequences

Your virtual fan base resembles or differs from your actual fan base


Two typical consequences

te
like-ga

like wi
dget

Your brand new fans are staying or leaving you.


UNDERSTANDING HOW TO REACH YOUR FANS


It’s a little bit about math...

an edge is an interaction with your wall post: a like, a
comment, a share as well as the post itself

Edgerank = ∑
e=1 n
afﬁnitye x weight e x time decay e

edge
affinity of an every type of edge has a the time decay
is
is higher specific weight: higher
o
1) for fans wh act 1) on the creation side: 1) if an edge h
is
ter
frequently indates some types of posts are recent enoug
with your up son
tions
worth more 2) in comparis edge
2) for interac o are 2) on the interaction side: with the previ
ou
by friends whll a comment is worth more
fans as we than a like or a share


Volvo Opendeurdagen Banner Ad Test
The initial setup...

!


Volvo Opendeurdagen Banner Ad Test
The social work-around

Jan Algoed is
attending Volvo
Opendeurdagen 2011

Volvo Open
!


A target audience of 1.254.213 Facebook users


Short Term Ad Performance expressed in Incidences

7.523.802 1.010
impressions new fans
0,03%
avg CTR
2.356
clicks


The new and improved role of traditional media


We went from a monologue to a
dialogue. Mass media will continue to
play a role. But its role has changed.

John Hayes, Chief Marketing Ofﬁcer American Express


insights
media usage
message
DIABOLO
MODEL paid acted

impressions WE TALK

owned interaction

expressions YOU TALK

earned real

users usage
metrics

Max Gebhardt (°1990) Max Arlestig (°1990)


Turning to so-called inﬂuentials,
will make it very hard to actually
know or measure what your
communication efforts do for your
brand


so- nulle d inﬂuentials,
Turning toThe ca mber o afans lis only of
of ctua ly
e impoy hard tif your content is
r
will mak it ve rtance t your
a
know or measure wh in invitinrgyconsumers
successful
fo rts do fo our
com munito interaf
cation e ct
brand


dllr ofi f l uentia s, ll have an
The nuTraaeitionnﬂmedia lsti
g to somb ed a ns isually
-c
Turninim a act on o
f
p i r venco ifad to le to
e ot timpe rtrynturoconteplay. Creativity
a ry ha o r
will makc a
sn rvnwnmtire im nrtant one.
su cesasueeenhat your po t is
ow o r me f l i i vio ng consuur
kn t o in
tcaaictn efforts do f r yomers
com muni er t o
brand


Thx!


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Vlajo181111

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