This is the presentation Rafael Sulit, National Grid US Brand Marketing Director, gave to the University of Rhode Island PRSSA on April 1, 2014. His presentation, "Staying on step ahead: connecting with customers across all their experiences," focused on the importance of applying the right marketing and communications channel mix.
4. Rafael Sulit, Director of US Brand Marketing
Presentation to The University of Rhode Island PRSSA
April 1, 2014
@RaffyInNY #NationalGrid
Staying one step ahead:
connecting with customers across all their experiences
7. 7
Technology enablement
Source: “To Grow, an Agency Breaks Down Walls,” May 8, 2011, http://www.nytimes.com/2011/05/09/business/media/09adco.html?_r=1&,
“As for describing R/GA as digital,
everything is digital now and
disrupted by technology.”
Bob Greenberg
Chairman, Global Chief Creative Officer
R/GA
8. 8
The consumer is digital
Gadget galore
Daily digital dose
Mobile mania
TV?
Source: “Shift In Advertising—The Digital Culture,” ‘The Digital Consumer Report’ by Nielsen,
http://adcultureblog.wordpress.com/2014/02/27/shift-in-advertising-the-digital-culture/, February 27, 2014
9. 9
Human curiosity is digital
Source: http://searchengineland.com/search-market-share-frozen-overall-query-volume-down-179841, November 2013, includes computer (work and home)
and mobile devices; “10 Burning Issues for Digital,” Eli Goodman, Media Evangelist, comScore, March 20, 2013; comScore Census Network™ (CCN™);
13. 13
Shift in mobile preference
Source: “10 Burning Issues for Digital,” Eli Goodman, Media Evangelist, comScore, March 20, 2013; comScore Census Network™ (CCN™); Growth rates are YA.
Smartphones
Tablets
Mobile web page views
M-commerce
14. 14
Definition of mobile is evolving
Source: “Wearable Tech Is The New Social,” March 9, 2014, http://www.adweek.com/news/technology/wearable-tech-new-social-sxsw-156203 “Smartphones are
fading. Wearables are next.” March 19, 2014, http://money.cnn.com/2014/03/19/technology/mobile/wearable-devices/
#Wearables
15. Staying one step ahead
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What was once new…
—not just for young
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
18-29 30-49 50-64 65+
2008
2010
2013
Socialusers(%ofinternetusers)
Source: MRY
THANKS, HONORED
Heather
The URI Harrington School of Comms
PRSSA
Former PRSSA member
BRAND BUILDER THROUGHOUT MY CAREER. “HOW” I’VE BUILT BRANDS HAS EVOLVED OVER 15+ YEARS.
(First half)
Traditional: TV, print, outdoor, radio
(Second half):
DIGITAL
TRADITIONAL AND DIGITAL?
Shared this ad couple of months ago with Heather Hermanowski which got me thinking:
Is there anything that’s really “traditional” anymore?
Happy to see this ad inspired the theme behind tonight’s event
STAY ONE STEP AHEAD—social media and beyond
Which brings me to what I want to discuss today—the importance of staying a step ahead of what you think is on trend or emerging.
Aim:
Share actionable insights on applying the right channel mix as you become marketing and communications professionals after graduation
Four main themes over the next 20+ min
I’ll pause after each section for quick questions.
We’ll have time for more questions after the presentation.
What was once “emerging” may quickly become traditional
TECHNOLOGY HAS CHANGED EVERYTHING
Word-of-mouth
ROI and accountability
THE CONSUMERS BEHAVIOR CONFIRMS THIS
Americans on average:
Own 4 digital devices
Engage > 60 hrs/wk with digital content
Consume 9.5 hrs/wk via mobile devices
Watch TV 2.4 hrs/wk less than before
CURIOSITY IS DIGITAL, and it’s on GOOGLE and SOCIAL MEDIA NETWORKS
22.3 billion searches
70.9% – Google
15.3% – Bing
10.5% – Yahoo!
Others – Ask, AOL, etc.
Social media has just eclipsed portals in share of time on the Internet!
Facebook has 150MM monthly visitors and accounts for 10% of total minutes on line
MARKETERS ARE SHIFTING TO DIGITAL
Ad spend growth is in digital
15% growth in online ad spend vs. 2% growth in all media
$32 billion online ad spend equivalent to half TV spend
VIDEO
31% of brands intend to shift from broadcast to online video
30% of those respondents plan to shift from banners to online video
Video ad spend surging at +18%
Video ad CPMs more efficient than TV
YouTube stat—indicative of digital video’s perspective
Source: “10 Burning Issues for Digital,” Eli Goodman, Media Evangelist, comScore, March 20, 2013; comScore Census Network™ (CCN™); “Game Changer: Online video is taking content marketing by storm,” by David Ward, presented by YuMe, ANA Magazine, Issue 2, 2014; http://www.businessinsider.com/mary-meekers-latest-masterful-presentation-on-the-state-of-the-web-2013-5?op=1, AllThingsD's D11 Conference, “Mary Meeker presentation on the State of the Web," May 29, 2013
MASS APPEAL and OVERLOAD
—mobile devices are outselling PCs globally
HARDWARE IS MOBILE
MOBILE”S GROWTH IS INDICATIVE
120 million smartphones (+35% vs YA) and 45 million tablets (+300% vs YA)
Phones and tablets now account for 15% of all Internet page views
M-commerce now 13% of all e-commerce
#Wearables—blends social, mobile, advertising and e-commerce
A MORE PRACTICAL USE OF WEARABLES
Wearable smart bands set for 350% (8MM units) growth in 2014
Smartbands—Its research shows that 1.6 million smart bands, such as those used to monitor fitness, were shipped in the second half of 2013, after just over 200,000 smart wearable bands shipped in the first half of the year. This represented growth of 700 percent. Shipments could reach a total of 8 million in 2014, over 23 million units by 2015, and over 45 million by 2017, Canalys predicts.
Remember the Yellow Pages, Circuit City, Virgin Megastores?
…CAN QUICKLY BECOME MASS MARKET
65+ is fastest growing segment
George Takei and Dave Berkowitz in the AARP exhibit at SXSWi
OUR INDUSTRY IS MAKING MOVES TO STAY ONE STEP AHEAD
Wearables, smart devices and electric charging stations
Bionyms (The Nymi uses your heartbeat as your password to connect with apps and services such as bank accounts, doctor’s office, utilities
Google – Nest (smart thermostat)
Ecobee (smart thermostat)
National Grid and electric charging stations
Millennials are currently the “it” market
I was once the it market. You’re currently the it market. Think about who is next and what channels to reach them with.
STAY IN TUNED WITH WHO IS NEXT
CAUTIONARY TALES
Extinct brands and their disruptors:
Kodak and the entire digital camera category
Net Flix and Blockbuster
Apple and Sony Walkman
Amazon and Borders
Importance of connecting through multiple experiences
CAN’T IGNORE CORE CHANNELS
Obama 2012, Salesforce, CRM, database marketing cited as the most influential marketing channel
DIGITAL IS INCREASINGLY BECOMING THE MOST INFLUENTIAL DRIVER OF CONSUMER SATISFACTION IN OUR CATEGORY
Proactive storm safety education & outreach
PREMISE: KEEP CUSTOMERS INFORMED ABOUT SAFETY BEFORE, DURING AND AFTER STORMS AND MAJOR EVENTS
BLENDS EMPLOYEE ENGAGEMENT AND SOCIAL MEDIA
Narragansett Lighting—celebrate connection with heritage company
Ryan Leclair—this story came from employee communications
Deborah Lebl—another example of telling an employee’s story and telling it internally
PROACTIVELY ENGAGING OUR CUSTOMERS IN REAL TIME LEVERAGING TECHNOLOGY AND MULTIPLE DEPARTMENTS
The National Grid Social Media Conversation Suite
Single location for “social champions” to monitor and track conversations
Designed to engage our customers immediately
Uses technology to measure customer sentiment in real time
Tracks social intelligence for understanding our brand & reputation, the industry and customers
Creates a culture of social media ambassadors
Raises profile among the most progressive companies in the world (e.g., Dell, MasterCard, Salesforce.com, PepsiCo)
The 4 monitors will display:
HootSuite Pro Dashboard
Simply Measured Insights
Social channel rotation
Simply Measured Word Cloud
Also Tagboard and SocialMention
Giving customers what they want falls short—ANTICIPATE
Discomfort is OK—CHANGE enhances skill sets
Avoid analysis paralysis—IDEAS impact change
Don’t just stay tuned in—STAY ONE STEP AHEAD