DigiMarketing presentation for Foreign Investment Club of Chiang Mai September 28, 2009 by Ian Fenwick CEO Digi AIndra

1. digital marketing ian fenwick for the Chiang Mai FIC , 28.09.09

2. weji crisis opportunity danger http://www.pinyin.info/chinese/crisis.html http://www.washingtonpost.com/wp-dyn/content/article/2007/01/18/AR2007011801881.html http://en.wikipedia.org/wiki/Chinese_translation_of_crisis#cite_note-1

3. “ …the future is already here. It's just not very evenly distributed William Gibson

4. what is digimarketing? Copyright Ian Fenwick

5. http://en.wikipedia.org/wiki/File:The_Thumbs-up_position.jpg, Steven H. Keys and http://www.keysphotography.com, http://en.wikipedia.org/wiki/File:OK_Sign.jpg, http://en.wikipedia.org/wiki/File:The_gesture02.jpg, Licensed under Creative Commons Attribution ShareAlike 2.0 License http://www.filmstudion.se/This_01.jpg

6. http://en.wikipedia.org/wiki/File:The_Thumbs-up_position.jpg, Steven H. Keys and http://www.keysphotography.com, http://en.wikipedia.org/wiki/File:OK_Sign.jpg, http://en.wikipedia.org/wiki/File:The_gesture02.jpg, Licensed under Creative Commons Attribution ShareAlike 2.0 License http://www.filmstudion.se/This_01.jpg

7. “ Digital Marketing, digimarketing, is the evolution of marketing. It happens when the majority, or totality, of a company’s marketing uses digital channels.

8. changes so what? future

9. changes

11. 1957 http://en.wikipedia.org/wiki/Image:Sputnik_asm.jpg a replica of Sputnik, PUBLIC DOMAIN, NASA

12. 1957 1969 ARPANET diagram from Computer History Museum http://www.computerhistory.org/internet_history/

13. 1957 1969 . http://en.wikipedia.org/wiki/CompuServe CompuServe and The Source

14. 1957 1969 1979 . http://en.wikipedia.org/wiki/CompuServe CompuServe and The Source

15. 1957 1969 1979 Social networks…30 years old . http://en.wikipedia.org/wiki/CompuServe CompuServe and The Source

16. 1957 1969 1979 1994

17. 1957 1969 1979 1994 1998 http://en.wikipedia.org/wiki/History_of_Google nb started crawling web 2 years earlier

18. 1957 1969 1979 1994 1998

19. 2007 IBM Institute for Business Value US, UK, Germany, Japan & Australia using 4+ hours/day 66% TV? Internet? 60% Using 6+ hours/day 9% TV? Internet? 19% 2007 survey 2,400+ households in US, UK, Germany, Japan & Australia http://www-03.ibm.com/press/us/en/pressrelease/22206.wss

20. 2009 1.6 b + internet users 41% in Asia, 22% of Asians

21. 2009 bigger than? 2m http://wsjmediakit.com/newspaper/circulation

22. 2009 bigger than? 2m 11m http://wsjmediakit.com/newspaper/circulation

23. 2009 bigger than? 11m 23m (US), 45m ww http://www.techcrunch.com/2009/08/03/twitter-reaches-445-million-people-worldwide-in-june-comscore/?awesm=tcrn.ch_2l4d&utm_campaign=techcrunch&utm_medium=tcrn.ch-other&utm_source=blubet.com&utm_content=api

24. 2009 bigger than porn? social network sites http://weblogs.hitwise.com/robin-goad/2009/01/social_networks_overtake_adult_websites.html

25. 2009 If Facebook were a country, it would be the 4th largest in the world

26. 2009 If Facebook were a country, it would be the 4th largest in the world But it isn’t country, FB friend not same as real world friend, but FB does take the consumer’s time

27. Thailand: 13.5m 21% Bangkok: biz decision-makers 80% top management 93% Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008 www.internetworldstats.com/stats3.htm#asia

28. Media use, hours/week, upmarket adults, Bangkok, hours/week 14 Internet (excl. email) 1.1% TV 19 Magazines Newspapers 54% 5 % of total mktgspend Thailand, 2008 18% 5 6% Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008 Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook

29. Media use, hours/week, upmarket adults, Bangkok, 25-34 years old, hours/week 17 Internet (excl. email) 1.1% 17 TV Newspapers Magazines 54% 4 % of total mktgspend Thailand, 2008 18% 5 6% Source: BDM, Top management Synovate PAX Q3 2007-Q2 2008; internet access Truehits & NECTEC Thailand Internet Penetration 2008 Sources: Media consumption Synovate PAX Q3 2007-Q2 2008; Marketing spend GroupM – 2008 Media Outlook

30. 1.1% of marketing funds get spent on internet over 5 x more spent on cinema over 6 x more spent on outdoor almost 7 x more spent on radio over 16 x more spent on newspapers almost 50 x more spent on TV Source: GroupM – 2008 Media Outlook

32. Digital is NOT just internet

33. mis-allocation of resources

34. changes so what?

35. 4 Ps of marketing Promotion Place Price Product

36. personalization profile permission (privacy) participation

38. easy opt-out

39. customer-chosen content & frequency

40. contextual relevancepermission

41. Source: OgilvyOne, Hong Kong, 2008, The HyperFactory, XS2TheWorld Copyright Ian Fenwick

43. easy opt-out

44. customer-chosen content & frequency

45. contextual relevancepermission participation

49. Source: OgilvyOne, Thailand

50. http://www.slideshare.net/rashmi/meet-dave-meet-slideshare

51. seen by estimated 500m people Ogilvy & Mather estimate

52. Impressions Involvement uploaded Dec, 2006 seen by estimated 500m people Slob

54. 5,000 influencers

55. FedEx delivery to ensure opening

56. glossy white, branded bag, with tag showing URL of video about entrepreneurship, “risk-taking”

57. Cost? $68,103 (includes video production, research etc)http://grasshopper.com/5000casestudy/

58. http://grasshopper.com/5000/

59. read blogs?

60. Readingblogs % of active internet users (using internet at least every other day), 16-54 years old, March 2008 70% 50% read at least weekly Power to the People Social Media Tracker, Wave 2, Universal McCann, 2008, surveyed 17,000 internet users (using everyday or every-other-day, 16-54 year-olds) in 29 countries

61. write blogs?

62. Started my own blog % of active internet users 16-54 years old, March 2008 35% 21% write at least weekly Power to the People Social Media Tracker, Wave 2, Universal McCann, 2008, surveyed 17,000 internet users (using everyday or every-other-day, 16-54 year-olds) in 29 countries

63. Perez Hilton paid circulation 2007 <4 million 1.7 m unique visitors (US only) 33-48 m page-views (May 2007) ComScore, Nielsen NetRatings http://perezhilton.com/?p=2601, http://gawker.com/news/welcome-to-the-internet/the-truth-about-perez-hiltons-traffic-276369.php

64. How much do you trust the following information sources? http://www.readwriteweb.com/archives/corporate_blogs_trust.php

65. …can’t imagine why "As you know, I am an Apple fanatic, but this deal even has me looking twice. Our computer buyer has put together this! The Blitz ad says $350 but Santa called and challenged him to do better. So now Sam’s is at new price of $345 and an additional $20 case value is included. This is an 8.9" WSVGA Acer CrystalBrite TFT LCD (1024 x 600) with an Intel Atom Processor, 1GB Memory, 120GB Hard Drive and a Crystal Eye Webcam. WOW. That information tells me that Sam’s really put together a great item for our Members! This unit is great for surfing the net, e-mail and is a nice netbook." http://www.readwriteweb.com/archives/corporate_blogs_trust.php

66. …can’t imagine why "As you know, I am an Apple fanatic, but this deal even has me looking twice. Our computer buyer has put together this! authenticity challenged The Blitz ad says $350 but Santa called and challenged him to do better. So now Sam’s is at new price of $345 and an additional $20 case value is included. This is an 8.9" WSVGA Acer CrystalBrite TFT LCD (1024 x 600) with an Intel Atom Processor, 1GB Memory, 120GB Hard Drive and a Crystal Eye Webcam. WOW. That information tells me that Sam’s really put together a great item for our Members! This unit is great for surfing the net, e-mail and is a nice netbook." http://www.readwriteweb.com/archives/corporate_blogs_trust.php

67. http://en.community.dell.com/blogs/direct2dell/

68. http://www.engadget.com/2006/06/22/dude-your-dell-is-on-fire/

69. http://www.engadget.com/2006/06/22/dude-your-dell-is-on-fire/

70. “ In just a few more years, the current homogenized ‘voice’ of business the sound of mission statements and brochures—will seem as contrived and artificial as the language of the 18th-century French court The Cluetrain Manifesto, 1999www.cluetrain.com

71. 8th most popular page on all of Facebook over 3.5 million fans http://pagedata.insidefacebook.com/

73. read on-line reviews?

75. 86% read before buying(90% trust) 2

76. 70% who read reviews share them31"Web users and web community," Rubicon Consulting, Inc. October 2008 2 Kudzu.com survey of 600 users, December 2008 3 Deloitte & Touche, September 2007

77. 62% of brand-related posts are positive < 1% are negative www.imediaconnection.com/content/13386.asp

78. of course, might not be all good, all the time…

80. do you know what people are saying about your brands?

81. www.serph.com www.monitter.com http://spy.appspot.com www.blogpulse.com

83. Solving customer problems quickly Solving customer problems quickly

84. games?

85. MK GAME

87. comment

88. tag

89. upload

90. engage

91. social CRMprofile permission participation

92. www.MyBarrackObama.com

93. collect data, drop by drop

94. profile permission (privacy) participation

95. profile permission (privacy) participation www.aclu.org/pizza/images/screen.swf

96. profile permission (privacy) participation

97. http://dsc.discovery.com/sharks/frenzied-waters

99. collect data, quizes, games

100. drop by drop

101. build participant insights

102. link to physical channelsprofile permission (privacy) participation

103. personalization profile permission (privacy) participation

104. Canon Rebel 350 3 years old, #560151117

105. collect data, drop by drop personalizecontent

108. benefit-ladenprofile permission (privacy) participation

109. changes so what? future

110. “ People often ask me if we’re nearing the end of the digital revolution— if technology progress is at a point of diminishing returns… I believe the opposite is true…advances during the next 10 years will far exceed the changes of the last 30 years Bill Gates, chairman Microsoft Corporation Wall Street Journal, Jan 24, 2008 Wall Street Journal, January 24, 2008

111. Microsoft Project Natal Xbox 360

112. it’s not advertising, “it’s just a really cool way to say goodbye” Source: OgilvyOne, Hong Kong, 2008,

113. the end