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Brand Box 6 - When And Where To Say It. The Marketer's Ultimate Toolkit

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In this Slideshare presentation:
1. Brand Box 6 - When and where to say it 2. Actions from Insights 3. Media has changed 4. Andy Tarshis - A.C. Nielsen Company 5. M. Lawrence Light - McDonald's Chief Marketing Officer 6. Buying the cheapest 7. Traditional vs. Online Advertising 8. Media context 9. The media plan 10. Tarps 11. Tarp vs. Reach 12. Krugman's three hit theory 13. Effective frequency factors 14. Media fragmentation - More advertisers across more mediums 15. The communication attrition rate 16. Media fragmentation (2005) 17. PR - Should always come before paid media 18. PR Considerations 19. Using PR to support the sales tunnel 20. Characteristics of specific media 21. Characteristics 22. Market Share 23. Free to air TV 24. Pay TV 25. Radio 26. Magazine 27. Newspapers 28. Sunday Supplement 29. Outdoors 30. Experiential 31. The experiential conversation 32. Direct 33. Email vs. Snail mail 34. Email marketing or eDM 35. Electronic direct marketing 36. Which email tested better 37. Successful responses 38. Mobile phone 39. Mobile users 40. Mobile interaction platforms 41. Branded funded mobile interaction 42. The rise of "The App"43. Internet 44. To web or not to web 45. 8 Ways to drive your E-Commerce sales 46. Internet glossary 47. Demystifying internet advertising 48. Cookies and DRM 49. Peer to peer, Prosumer and RSS 50. Generation Net, API and Affiliates 51. Wikinomics and Word of Mouse 52. Ideagoras, OpenSocial and Avatar 53. Video Sites 54. Personalised URLs 55. SEO 56. Search 4.0 57. Search value pyramid 58. Search engine optimisation 59. SEO Weighting of factors 60. SEO and site features 61. Link relationships 62. Blogs 63. Technology and Retail 64. Gaming and Cuisine 65. Art and Design 66. Auto and Environmental 67. Travel and Specialist 68. Social Media 69. World map of social networks 70. Top 65 social networking sites 71. Social networking 72. Social media strategy 73. Social media petal 74. Your business in media 75. Social Technographics ladder 76. Social media mistakes 77. Burger King: Whopper sacrifice 78. Living and dying by Twitter: Bruno launch 79. Living and dying by Twitter: Inglorious Bastards 80. Social media engagement KPI's 81. Media tools 82. The media interrogation 83. The media money box 84. Media insight 85. Day in the life oF (DILO) 86. Opportunities calendar 87. Reach and depth of media: Transit 88. Reach and depth of media: Entertainment 89. Reach and depth of media: Social 90. Reach and depth of media: One2One and Pop 91. x4 Step channel planning 92. Channel planning x4 Step Filtering 93. Channel planning cont... 94. Channel planning cont... 95. Tactics turntable 96.

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Brand Box 6 - When And Where To Say It. The Marketer's Ultimate Toolkit

  1. 1. WHEN AND WHERE TO SAY IT WHEN AND WHERE TO SAY IT 2 GROWTH Know Your Business Brand Architecture Branding Positioning Know Your Consumers Profiling Segmentation Insights Pricing Know Your Market Competitive Environment Binary Analysis Predatory Thinking What’s the Big Idea? Launch or NPD Innovation Communications How to Say It Advertising Idea Tone & Messaging When and Where to Say It Media Strategy Connection Idea Channel Planning ACTIONS from INSIGHTS
  2. 2. WHEN AND WHERE TO SAY IT WHEN AND WHERE TO SAY IT 3 The media landscape is unrecognisable from 20 years ago when it was a few TV channels, a bit of radio and a couple of papers. Now we are faced with more messages, more fragmented audiences, more fragmented media, more choices, more opportunities and a lot more noise. Today, we need to think in terms of “owned”, “earned” and “paid” for media to be working together. This section tries to unpick some of the complexities of the new digital landscape and help you make strategic decisions that will see you effectively connect with your customers. We might not have all the answers here, but we’ll certainly help you ask some of the right questions! Media has Changed
  3. 3. “We found advertising works the way the grass grows. You can never see it, but every week you have to mow the lawn.” Andy Tarshis A.C.Nielsen Company
  4. 4. “We are a big marketer. We are not a mass marketer.” M. Lawrence Light McDonald’s Chief Marketing Officer
  5. 5. “Media organisations have learned how to buy sausage and bread for the cheapest price, they haven’t learned how to create great tasting hot-dogs”
  6. 6. “Traditional advertising is buying time, online is about creating time.”
  7. 7. MEDIA CONTEXT Terms and Definitions
  8. 8. WHEN AND WHERE TO SAY IT MEDIA CONTEXT 9 The Media Plan “The Kid’s Kit” Who? Target audience What? Objectives of the campaign Where? Geography/distribution When? Timing/seasonality of given campaign How? How much it costs, how often
  9. 9. WHEN AND WHERE TO SAY IT MEDIA CONTEXT 10 TARPS Target Audience Rating Points is the sum of ratings achieved by a specific media vehicle or schedule. It represents the percentage of the target audience reached by an advertisement. If the advertisement appears more than once, the TARP figure represents the sum of each individual TARP. For example: • 1 TARP = 1% of target reach • 2 TARPS = 1% of target reach with 2 viewings or 2% of target reach with 1 viewing • In the case of a TV advertisement that is aired 5 times, reaching 50% of the target audience, it would have 250 TARP = 5 x 50% Reach = How many different people see the advertisement Frequency = How many times people see the ad TARPS = frequency x % reach
  10. 10. WHEN AND WHERE TO SAY IT MEDIA CONTEXT 11 Tarp vs. Reach 0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100 50 80 110 140 170 200 230 260 290 320 350 380 410 440 470 500 530 560 590 620 650 680 710 740 770 800 830 860 890 920 950 980 EffectiveReach Tarp 1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+ 9+ 10+ Stats for Sydney market - people aged 25–54 0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100 50 90 130 170 210 250 290 330 370 410 450 490 530 570 610 650 690 730 770 810 850 890 930 970 EffectiveReach Tarp Day 8 Technology Pty Ltd TARP EffectiveReach
  11. 11. WHEN AND WHERE TO SAY IT MEDIA CONTEXT 12 Krugman’s Three Hit Theory “Let me try to explain the special qualities of one, two and three exposures. I stop at three because as you shall see there is no such thing as a fourth exposure psychologically; rather fours, fives, etc. are repeats of the third exposure effect. Exposure No. 1 is a ‘What is it?’. Anything new or novel, no matter how uninteresting on second exposure, has to elicit some response the first time...if only to discard the object as of no further interest... The second exposure...response...is ‘What of it?’...whether or not [the message] has personal relevance... By the third exposure the viewer knows he’s been through their ‘What is it?’ and ‘What of it?’, and the third then becomes the true reminder...The importance of this view...is that it positions advertising as powerful only when the viewer...is interested in the [product message]...Secondly, it positions the viewer as...reacting to the commercial – very quickly...when the proper time comes round.” www.mediamedickit.com
  12. 12. WHEN AND WHERE TO SAY IT MEDIA CONTEXT 13 Effective Frequency Factors Ostrow (1982) suggests a number of factors that might be used to help estimate an effective frequency. The planner must weight the various factors according to their relevance, and then rate them according to the degree to which they characterise the advertising situation. Using a frequency of 3 as a mid-point, certain factors either reduce or add to the required frequency level. For example: An established brand may only require an effective frequency level of 2.5 because of their high market share and their high brand loyalty. Marketing Factors Copy Factors Media Factors Established brands (–) High market share (–) Dominant brand in market (–) High brand loyalty (–) Long purchase cycle (–) Product used daily (+) Heavy spending category (+) Special targets (+) Complex copy (+) Unique copy (–) New copy (+) Image type copy (+) Many kinds of messages (+) High copy wear out (–) Small ad units (+) High clutter (+) Compatible environment (+) High attentiveness (–) Pulsed or flighted (+) Few media used (–) Repeated ad exposure (–) Joseph W. Ostrow, “Setting Effective Frequency Levels”, Effective Frequency: The State of the Art 1982
  13. 13. MEDIA FRAGMENTATION More advertisers across more mediums
  14. 14. WHEN AND WHERE TO SAY IT MEDIA FRAGMENTATION 15 The Communication Attrition Rate 98% Attrition Rate! Average American receives 2904 messages per day They pay attention to 279 of these They read, listen or watch 123 of these They dislike 38 of these Of the 85 left, they positively remember 55 What are you up against?
  15. 15. WHEN AND WHERE TO SAY IT MEDIA FRAGMENTATION 16 Media Fragmentation (2005) UK Data - Mindshare
  16. 16. PR Should always come before paid media!
  17. 17. WHEN AND WHERE TO SAY IT PR 18 PR Considerations When launching a PR campaign there are a few things to keep in mind: • What you’re against is the thing that makes news. Articulate your difference and how you plan to create change. • Roughly 6 times as many people read the average article as the average advertisement. • You never get a second chance to make a good first impression. • PR first, advertising second (PR plants the seed, advertising harvests the crop). • Consistency. You must keep at it, year after year. The number one rule? PR should always come before paid advertising
  18. 18. WHEN AND WHERE TO SAY IT PR Generating interest Standing up to evaluation Supporting trial version Encouraging adaption Generating re-purchase loyalty Using PR to Support the Sales Funnel • Add key phrases to your press releases that people are likely to use as search phrases. • Post links to your news coverage on your LinkedIn status, Twitter feed, etc. • Add comments against online news stories that your audience is likely to read. Marketing Campaign • Use decent coverage as an insert for direct mail or email (NB. You’ll need permission). • Use snippets of coverage you achieve in your promotional materials. • Post a response to a news item as a blog, YouTube video, etc. Generating awareness • Point your audience to positive news coverage. • Use a news story as the basis for a live Q&A or webinar. • Add PR quotes in your proposal documents to substantiate your claims. • Use press coverage as a reason to drop someone a line when they’re trialling.• Drop your audience a line with positive coverage on what they’ve bought for that all-important post- purchase reassurance. • Keep them up to date on new offerings by sending them links to press coverage – often more compelling than blatant sales material. • Create a feel-good factor amongst the wider decision makers reducing chances of them saying no. 19
  19. 19. CHARACTERISTICS OF SPECIFIC MEDIA It’s difficult to decide which media will be best for you. Here, let’s explore individual media to give you an idea of the positives and negatives of each.
  20. 20. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 21 • Free to Air • Pay TV • Radio • Magazines • Newspapers • Sunday Supplement Characteristics of Specific Media • Out-of-home (outdoor) • Experiential (events) • Direct (mail/electronic mail) • Digital (search, click banner, social) • Mobile Phone
  21. 21. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 22 Market Share If a brand wants to increase its market share by two points from 10 to 12% and has been maintaining its 10% share while spending $100, then it needs to increase its advertising share by four points, thus meaning a $140 spend on ad share. For established brands: 8 percentage points increase in SOV = 1 percentage point increase in SOM For every one Share of Market (SOM) point gain required, advertising share needs to go up ten Share of Voice (SOV) points The graph below gives you an outline of when are good times to increase and decrease your ad spend. Share of Voice and Ad SpendingMarket Share Rule-of-Thumb Decrease your spend - find a defensible niche Increase your spend to defend your territory Attack - increase your spend with a large SOV premium Maintain a modest spending premium High HighLow Your Share of Market (SOM) Competitor’sShareofVoice(SOV) Millwood Brown/WARC 2008 The Wheel of Marketing J Peckham, Ad Spending: Growing Market Share James C Schroer
  22. 22. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 23 Free to Air TV Positives (+) Negatives (-) • Strong impact through: • motion • sound • colour • localised • Specific program types and times can be selected to reach different audiences • Reaches a mass audience quickly • Great for telling stories • Spillage – hard to actually target • Less efficient to reach narrowly defined, demographic audiences • High costs in production and media
  23. 23. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 24 Pay TV Positives (+) Negatives (-) • Gives the ability to focus on narrower demographic groups • Lower costs than Free to Air • Interactive options are available • Targeting higher value audience is easier • Audiences are smaller • On-demand services such as TIVO let viewers choose which programs they watch • High penetration of digital video recorders which allow viewers to skip ads
  24. 24. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 25 Radio Positives (+) Negatives (-) • You can reach local or national audiences • Frequency rates are a lot higher than television • Cheap, quick and easy to create • Often offers web coverage as well through stations’ online presence • It has a fragmented audience so is difficult to target and get reach • Not an active media – people interact with radio passively, for example, it is usually put on in the background rather than people sitting down to listen to it • Audio only
  25. 25. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 26 Magazine Positives (+) Negatives (-) • High audience selectivity and targeting • Your reach builds over time as people pass the magazine along • Possible to include a lot of detail within your ads • Long lead times are required • Can be very expensive
  26. 26. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 27 Newspapers Positives (+) Negatives (-) • Immediacy • It is a mass medium • Section targeting is usually available • Visual only • Very short life span • Limited colour palette • Very heavy clutter • Declining relevancy
  27. 27. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 28 Sunday Supplement Positives (+) Negatives (-) • Has better colour palette than the regular newspaper • Readership is high • The audience is very attentive • Can reach a very targeted audience • Lengthy closing date • Costs are quite high
  28. 28. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 29 Outdoors Positives (+) Negatives (-) • Follows people’s behavioural patterns, meaning you can be visible when your audience can be most highly engaged • Can target the correct geographic area • High audience reach • High visibility frequency • Spillage is always high • You can only include short messages • Low engagement – people don’t actively consume the ads, they become part of the background
  29. 29. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 30 Experiential Positives (+) Negatives (-) • Provides a strong depth of engagement • Includes multiple levels of engagement • Leaves the user with a branded experience that they remember • Multiple contact points in one occasion • When done properly, this can engage all five senses • The nature of the medium means there is a high cost per impact • Cumulative reach low • Often difficult to control interaction and its outcomes
  30. 30. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 31 The Experiential Conversation What is experiential? “A two-way branded experience that builds a relationship of brand preference and leads to a predisposition to purchase” Conversation elements Consumer chooses to engage Uniquely branded Continuity (establish then build a relationship) • What needs to be heard? • What is the background noise? • Conversation points • Conversation plotting • What needs to be said? • Listening back (key) • Continuing conversation • Conversation overview • Senses engaged • Duration of conversation What Do You Want Your Brand To Be When It Grows Up: Big and Strong? Nigel S. Hollis and Andy Farr 1997
  31. 31. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 32 Direct Positives (+) Negatives (-) • The data you provide can be personal and therefore more relevant • Includes many mediums such as: post, telephone, email and sms • It is easily measurable • Specific audiences can be targeted • Cost per contact can be high • An opt-in is required • There can be lots of clutter in certain mediums • This medium has high perceived waste
  32. 32. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 33 Email vs. Snail Mail These days, snail mail is often considered an old school form of communication; with most people preferring email due to its immediacy, but when you explore it in detail it remains one of the most clutter-free channels of communication available. Consider this: • The average Australian household receives an average of 2.3 pieces of promotional mail per week. • On the other hand, people receive numerous promotional emails per day. • On average, industry email open rates are only 20.99% but mail open rates stand at 67%. AdNews: Special Report, Julie Dormand May 2008
  33. 33. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 34 Email Marketing or eDM Top 10 ways to create email databases 1. Point of sale – “Ask Permission!” 2. Telemarketing – “Ask Permission!” 3. Account registration 4. Product registration 5. Free giveaway (quality information or voucher) 6. Competitions 7. Networking 8. Events, Seminars and Trade Shows 9. Joint Ventures (Partners) 10. List Brokers (Targeted lists only!)
  34. 34. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 35 Electronic Direct Marketing 1. Confirmation and opt-in messages 2. Electronic statements or account activity 3. Special discounts and time limited offers 4. Prize draws and competitions 5. New products and services 6. Personalised communication 7. News about the industry 8. Customer service announcements 9. Sharing your expertise 10. Updates about company development 11. Entertainment for readers (content) 12. Recognising birthdays and anniversaries 1. Communicate – DON’T SELL 2. Personalise EVERY email 3. Keep subject lines short (3–6 words) 4. Content is King – Your offer is everything! 5. Keep the call to action above the fold 6. Keep paragraphs to no more than 2–3 sentences 7. Must have a link or call to action in the first paragraph 8. Have at least 6 links above the fold 9. Keep background colours light in colour 10. Hybrids = Half Images/Half Text Work when images are blocked Use image ALT tags What can eDM be used for? The Hot 10 Email “rules” Any one of the Hot 10 Email Rules can be used to immediately make your offering more digestible and attractive to readers.
  35. 35. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 36 • Average Viewing Time: 18.2 sec • Total clicks 3: • Clicks on non-clickable areas: 0 • Not viewing below the fold: 23% • Viewed the whole page: 45% • Average viewing time: 37.2 sec • Total clicks: 8 • Clicks on non-clickable areas: 4 • Not viewing below the fold: 15% • Viewed the whole page: 75% Which Email Tested Better? The charts below show where people spent their time viewing two emails – we have a clear winner! Single article newsletter - No Picture Single article newsletter - Picture
  36. 36. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 37 Successful Responses According to ABS (June/December ’07) 1. Open Rates (how many people actually opened the email?) • Averaging 20.99% - Lists with less than 1,000 contacts were significantly higher 2. Click Though Rates (how many people clicked on links in the email?) • 4.16% - Again smaller lists of under a 1,000 had a higher rate 3. Best response days (when are people most likely to read their emails?) • Tuesdays - have the lowest sends but the highest opens (10am - 3 pm) • Mon, Wed, Thurs - fall around the middle • Fridays - most sends but least working week responses
  37. 37. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 38 Mobile Phone Positives (+) Negatives (-) • Has very high penetration • Gives the opportunity for personalisation • Is the best medium for timeliness (which, if quick, can lead to contextual marketing) • Has very high open rates • As of 2010, 43% of online Australians own a smartphone • Handset rendering – not all communications work on mobile phones • Permission is required before you can get mobile numbers • You now have to compete globally • Redemption systems can be complicated
  38. 38. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 39 What do we know about mobile users? As of 2010, there was a mobile phone for every single person living in Australia, with 43% of Australians owning a smartphone and actively surfing, and interacting with, the internet. As to be expected, 16–35 year olds are the highest users of mobile interaction, with most people within this age group never really understanding what it is like to live without constant digital interaction. Those under 25 years old were most likely to have created content to share with others rather than just passively consuming information. 83% of Australian teens and 76% of 12–14 year olds now own a mobile phone*. They consider their mobile phones to be an extension of their thoughts and feelings, to the extent that the term “phone-ality” now exists to reflect how their mobile is an extension of their personality. The highest type of mobile content purchased by under 30 year olds is games. Mobile Users The most telling statistic? On average, Australians spend one full hour on their mobile phones every single day! *http://www.mobicity.com.au/marketing/Infographic/mobile_phone_usage.html
  39. 39. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 40 Mobile Interaction Platforms Image Recognition Augmented Reality (Branded Mobile Interactivity) SMS - Direct Marketing tool United Nations “Voices” Campaign Nike T90 Kick Off Launch Perfect for Sampling, too many examples to name Over 21,000 entries received from Image Recognition alone in the first week making it the MOST successful Australian UN campaign ever The campaign was quickly picked up by influential global media immediately after launch – Contagious(UK), AdAge(USA), Digital Media(APAC) SMS coupons are an effective method for driving the consumer in-store with a 6 times higher redemption rate than print coupons TypeExampleResponse
  40. 40. Branded Funded Mobile Interaction Situation The Diet Coke Silver Room is a mobile Internet portal that hosts magazine-style content aimed at recruiting and retaining an audience of 16–24 year old females. Diet Coke wanted to reinvent the iconic Diet Coke break concept and bring it right up to date for a new, younger, tech- savvy female audience. Tactics Sourcing only the best content from publishers and brand partners, the Diet Coke Silver Room offers several areas for consumers to pick and choose their Diet Coke break: Access with Gabriella Cilmi, Fox & Paramount Gossip – with Heat magazine Style – with Getlippy.com R&R – with Peace One Day and Green Thing Coke Zone – for rewards from the Coke loyalty program. Action The Diet Coke Silver Room is promoted on the iconic digital site at Piccadilly Circus and can be accessed by texting SILVER to 82233 (UK only).
  41. 41. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 42 The Rise of “The App” In 2009 Apple’s “App Store” had more than 35,000 Apps available. As of January 2012 there are over 500,000 Apps available to buy or download free. In addition, Android have a further 400,000 Apps available to download from their platform, Android Market. On average, smartphone users have 22 Apps for each phone, with Apple users having 37 on average! The most popular Apps are games, weather, news, social networks and maps. But...does the reality match the hype? As the market becomes saturated the average download price of a mobile App is falling rapidly on all vendor stores, except Android, and 1 in 4 mobile Apps once downloaded are never used again! The Research Brief, Nielsen May 2009
  42. 42. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 43 Internet Positives (+) Negatives (-) • Is a rapidly evolving medium • Has deep engagement • Is easily measurable • Has a huge reach • Contains many different ways to interact • There is a large audience fragmentation • To successfully use the Internet can be a very complex process • You are now competing globally
  43. 43. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 44 To start using the Internet as a marketing tool takes some serious consideration. Firstly, things are never simple, so your expectations around time, cost and effectiveness can be unrealistic before you even begin. It’s worth taking the time to get clear on a few things before making the decision. 1. What are your key business issues and objectives? 2. How much are you willing to spend and what do you expect to gain? 3. What could you do better on the web that you’re currently doing offline? 4. Do you have internal practices and processes in place to deal with updating a site and dealing with enquiries a site delivers? 5. Are your staff enrolled and engaged in what a website means for your business and evangelising it to potential business partners and customers? 6. Do you know what you’re doing in terms of briefing and developing a site? To Web or Not To Web brand news - www.marketingangles.com
  44. 44. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 45 8 Ways to Drive your E-commerce Sales 1. Remove clutter • Remove distractions to allow customers to focus on key tasks • Highlight key products or features by hiding less popular ranges 2. Make the shopping cart stand out • Use colour to differentiate the shopping basket • The shopping basket is visually updated each time an item is added • Tether the basket summary to the top of the screen so it is always visible 3. Provide visual feedback • Reassure users as they progress through the site • Provide visual feedback when consumers take an action 4. The bigger the better • Images say a thousand words • Clear, large images of your products are essential • Invest in quality photography of your products 5. Make your buttons and links obvious • Not just about size – about colour and wording too • Make your buttons descriptive – they need to communicate all the information required 6. Always be there to help • Have one clearly marked place for all information about the site/how to purchase • Include a Getting Started Guide to help them through the purchase process • Context sensitive help 7. Handle errors gracefully • Reassure the user that this is just a small error and that the sale can be continued • Make the error message highly visible • Communicate how the user can overcome the problem • Provide a phone number 8. Communicate your value add • Communicate what extras you offer your customers • USPs are no good if customers are not aware of them • Put considerable effort into making these stand out on your site
  45. 45. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 46 Internet Glossary What on Earth does all this nonsense actually mean? Web TLAs The web can be a confusing place, full of indecipherable three-letter-acronyms (TLAs!)... so here’s a quick guide as to what some commonly used ones mean. These relate to the semantic web – the form of the WWW that keeps evolving and being updated to keep up with our needs. XML: Extensible Markup Language It is a form of storing and transporting data across the Internet RDF: Resource Description Framework Is a framework or set of guidelines developed by the World-Wide-Web consortium OWL: Web Ontology Language This is an extended form of RDF
  46. 46. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 47 Internet Glossary cont... Search Engine Optimisation (SEO) - is the process of improving the volume and quality of traffic to a website from search engines AdWords - is Google's advertising product and main source of revenue. AdWords offers pay-per-click (PPC) advertising and site-targeted advertising Banners - this form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking them to the website of the advertiser Interstitials - are web pages that are displayed before an expected content page, often to display advertisements or confirm the user's age Moving picture (videos) - digital video format has become widely used as Internet bandwidth increases. Websites like YouTube can be used to show web versions of video campaigns Demystifying Internet advertising
  47. 47. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 48 Internet Glossary cont... A cookie is an ID assigned to your browser by a server and stored in a text file on your hard drive. Whenever you visit a website your browser requests the site’s pages from the server where the site is hosted. This server then assigns a unique ID to your browser, which can be used to collect information and store for later use. Many companies are now able to target users and segment them on the basis of their browsing habits. Businesses find this information very useful, but government websites are tracking their users too. Age, occupation, lifestyle, income level, marital status and buying preferences can be gathered using cookies. How this information is used depends on the individual companies collecting the information. They can use cookies to better design their products and services, thereby reducing the gap between your expectations and the value their product delivers. Cookies DRM - Digital Rights Management & Creative Commons Digital rights management (DRM) is an umbrella term that refers to access control technologies used by publishers and copyright holders to limit usage of digital media or devices. It may also refer to restrictions associated with specific instances of digital works or devices. www.wikipedia.org Wikinomics, 2006
  48. 48. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 49 Internet Glossary cont... P2P is a network protocol for sharing files which eliminates the need for dedicated servers. Individuals can exchange files directly with each other . Peer to Peer (P2P) Prosumer Customers become “prosumers” by co-creating goods and services rather than simply consuming the end product. This is in contrast to consumer centric which is where companies decide on the basics and allow for simple modifications rather than a collaboration from the ground up. Really, this isn’t as exciting! RSS Really Simple Syndication is a family of Web feed formats used to publish frequently updated content including, but not limited to, blog entries, news headlines and podcasts. Wikipedia 2008 Wikinomics 2006 CONSUMER+PRO
  49. 49. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 50 Internet Glossary cont... The generation being the first to grow up immersed in a digital- and Internet-driven world. “For them the Web is a not a library - a mere information repository or a place to do catalog shopping - it’s the new glue that binds their social networks.” Don Tapscott Net Generation or Gen Net API An Application Programming Interface (API) is a source code interface that an operating system or library provides to support requests for services to be made of it by computer programs. For example, Google created the Google Maps API to facilitate developers integrating Google Maps into their websites with their own data points. Affiliate Programs Affiliate programs are web-based marketing practices in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate’s marketing efforts. Two companies well known for their affiliate programs are Google (google Adsense) and Amazon. Wikipedia, 2006 Wikinomics, 2006
  50. 50. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 51 Internet Glossary cont... Wikinomics refers to the use of mass collaboration within a business environment. Mass collaboration relies on free individual agents coming together and cooperating to improve a given operation or solve a problem. It can also refer to when a business externalises formerly internal business functions to other business entities. A wiki is a collection of web pages designed to enable anyone who accesses it to contribute or modify content using a simplified markup language. Wikis are often used to create collaborative websites and to power community websites. The collaborative encyclopedia, Wikipedia, is one of the best-known wikis. Wikinomics Wikinomics 2006 Word of Mouse refers to the attention and legitimacy given to a piece of communication that is received from a trusted source, usually a friend. Having people pass around your communication is the best way to be noticed. “People are very tuned into the fact that whatever you forward to your email list says something about you. And hardly anyone would ever send a salesman over to a friend’s house.” Charles K. Porter Word of Mouse
  51. 51. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 52 Internet Glossary cont... OpenSocial & The Social Network Application OpenSocial is a set of common application programming interfaces (APIs) for web-based social network applications, developed by Google. Applications using the OpenSocial APIs will be interoperable with any social network system that supports them, including features on sites such as Facebook, MySpace and Friendster. Avatar An Avatar is a computer user’s representation of himself or herself, whether in the form of a three- dimensional model used in computer games or a two-dimensional icon (picture) used in forums and on other social networks, or can also refer to the personality connected with the screen name, or handle, of an Internet user. It’s estimated that in the next 10 years, 90% of the population will have an avatar. Life After The 30-Second Spot, Joseph Jaffe 2005 Ideagoras This is how an emerging marketplace for ideas, inventions and uniquely qualified minds enables companies to tap in to highly skilled talent which outweighs their own company’s workforce. E.g. InnoCentive is a company that takes research and development problems and releases them worldwide as competitions.
  52. 52. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 53 Video Sites Brightcove is aimed at professionals and businesses who want to publish and distribute videos on the Internet. Unlike Google Video and YouTube, this is not free. YouTube is the most popular site for watching videos. People can create their own content and upload it. The resolution is of low quality although there have been discussions about improving this. This site is primarily for amateurs, teens and young adults. Google Video is a free site that allows users to view and upload their own videos. Videos can also be bought from this site. It is also a search engine for videos, and searches include YouTube and other video site results. In 2006, Google bought YouTube through stock shares, but YouTube still operates on its own. Brightcove Google Video YouTube
  53. 53. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 54 Personalised URLs (or PURLs) According to a study by the Direct Marketing Association, 42% of interested recipients prefer to respond online. Personalised Landing Pages refer to new technology (MindFireInc - http://www. mindfireinc.com) which lets companies create a personalised landing page when a person responds to an advertisement or searches a product. Future developments will also be able to link to customer usage and purchase profiles so all information on the page will be customised for the users’ preferences. Companies that have used it so far include Microsoft, BMW, Nike and Nestle.
  54. 54. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 55 SEO The rise of search • Search advertising in Australia reached $869.7 million during 2008. • That puts search ahead of magazines, which last year attracted $780 million in advertising, and just shy of radio with $984 million. • More than half (61%) of advertisers surveyed for the report shifted budget from other media into online search advertising in 2008, compared with just under half (48%) in 2007. • The overall search advertising sector grew 36.5% year-on-year for 2008, with growth slowing over the next 5 years. In 2012 growth is expected to slow to 12.9%. • Keyword sponsorship was the largest category of search advertising in 2008, accounting for 51%, or $442.6 million. Online directories follows on $263.9 million, while contextual searches accounted for $163.2 million for the year. • The study found 75% of advertisers are now spending more than 10% of their total media budget on search related activities. Frost & Sullivan’s Australia Search Advertising Market 2008-2012 report CEASA figures
  55. 55. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 56 Search 4.0 Search 1.0 • Frequency of words on individual pages Search 2.0 • Link analysis • Keyword freq. • Domain age • General traffic Search 3.0 • Results now sliced down into verticals; news, sports, weather... • Multimedia Search 4.0 • Personalised searching • Buying habits • Recent purchases • Fav. sites • Locality • Social network 1996 1998 2007 Search Engines are becoming ever more complex in order to deliver the most relevant results to users, so SEO practices are having to constantly evolve to keep up.
  56. 56. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 57 Search Value Pyramid Homepage Category Sub-Category Specific Topic Pages High search volume and competition Low value E.g. Holiday, travel, hotel Slightly greater value E.g. Holiday Australia High value E.g. Holiday Byron Bay Exceptionally high value Well-targeted leads E.g. September weekend break Byron Bay
  57. 57. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 58 Search Engine Optimisation Title Tags - These are the words displayed at the top of the browser/page and provide the name and brief description of your website. They should be 6–12 words long Description Tags - The description displayed when your site is listed as a result. It is suggested that it be 12–24 words long and should include keywords. Keyword Tags - Should have 24–48 per page within the site. The words should be different and relevant to each particular page. Consistently use your keywords throughout your text. Tips for SEO Black Hat SEO Black Hat SEO refers to unethical means of optimising search engine results for specific websites. When a company or organisation is caught using spamming to increase its search engine ranking, it may be penalised by Google, or completely banned. For example, BMW was caught creating pages full of keywords that were not intended for the public but solely for improving its search engine ranking. As a result the site was completely banned from Google – a huge issue for any company that has spent a lot of time and a lot of money on developing its website. The moral of the story? Unfortunately there are no shortcuts, so don’t try Black Hat SEO!
  58. 58. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 59 SEO Weighting of Factors Trust factors used by search engines/credibility • Complex data mining is commonly used in a wide range of profiling practices, such as marketing, surveillance and fraud detection. It is extracting hidden patterns from data and searching for apparent, but not necessarily representative, patterns in large amounts of data. • Age of links how long the links have been active. • Domain history is the history of a domain name. • GA Analysis is the abbreviation of Google Analytics offered by Google of statistics about the visitors to a website. • Hub Relationships refer to the relations in the social network. http://www.webresults.com.au Domain History Complex Data Mining GA Analysis Age of Links Hub Relationships
  59. 59. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 60 SEO Weighting of Factors cont... SEO & site features http://www.webresults.com.au Copy HTML Structure Metadata Size of Site URLs Internal Links • URL is the name which appears after www. The more relevant the name you have registered, the higher you will rank in searches. • Size of site - the more relevant content which is included in your site the better. Generally speaking, more information will rank higher than a single page. • Metadata is the descriptions which sit behind each and every image and copy box in a website. Everything needs a description so that the computer can recognise what it is, and the more relevant to the search topic your metadata is, the higher you will rank. • HTML structure is the code which is used to build your site. • Copy is all the words which appear on your website. Each word is recognised by search engines and the more key words that are recognised, the higher you will rank. • Internal links refer to the amount of information within your site which is linked to other pieces of data within your site.
  60. 60. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 61 SEO Weighting of Factors cont... Link relationships • PageRank is a link analysis algorithm used by Google that assigns a numerical weighting to each element of a hyperlinked set of documents. • Link text is the actual text and words that make up a link. • Quality of links Amazon vs. nobody. • A semantic search engine is a search engine that takes the meaning of a word as a factor in its ranking algorithm or offers the user a choice as to the meaning of a word or phrase. http://www.webresults.com.au PageRank Quality of Links Number of Links Semantic Relationship Link Text
  61. 61. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 62 Blogs Blogosphere This term refers to the use of blogs, wikis, chat rooms and personal broadcasting sites to express a user’s opinions and thoughts. These can be related to anything, be it serious corporate information or the day-to-day life of a teenager, and can be written by anyone from CEOs, to stay at home mums, to students. Generally speaking there are three main types blogs: 1. The personal blog, which often discusses the day-to-day life of someone, be they a CEO or a high school student 2. The topical blog, which focuses on a particular topic, be it the writer a certified professional or someone who simply has an interest in the topic, and 3. The corporate blog, which portrays the point of view of an organisation. It’s almost impossible to put a number on the amount of blogs active today, with estimates varying from between 150 million to 500 million, and a new blog being created every second! It might sound daunting to get involved with these kinds of numbers, but the good news is... there is always room for new and interesting blogs! Wikinomics 2006
  62. 62. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 63 Blogs Gizmodo A gadget blog outlining the newest gadgets and occurrences in the world of technology. It keeps readers up to date on the latest OS happenings, iPhone Apps and software tips. Also keeps readers informed about the latest advances in technology such as the latest cameras and sat-nav. The site contains information on the strangest news items to do with technology. Engadget Mobile A news blog on the latest mobile phones, intended release dates, performance and pricing. Some of the latest updates include Samsung’s new projector phone, the latest Nokia updates and the latest phone plans and deals. Technology Retail The Consumerist This is a blog site dedicated to customer complaints and problems. The site warns against fake online products and scams, and also alerts the online community about cases of people not getting the product or service they wanted and the progress on the issue.
  63. 63. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 64 Blogs cont... Joystiq This is dedicated to keeping readers up to date with information about the gaming world. The site rates and gives information on games for all types of platforms such as Nintendo, Playstation, PC and Xbox. The site also includes links to Internet sites with similar themes, such as Engadget and PSP Fanboy, which contain information on the latest releases and retail price cuts. Gaming Cuisine Slashfood This site is concerned with food and drinks. It includes blogs on all aspects of the process of eating, whether to eat in or out and where, as well as thousands of recipes. The site also has product and restaurant reviews, opinion polls and random information regarding food.
  64. 64. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 65 Blogs cont... Cribcandy Cribacandy.com features hundreds of cutting edge furniture and homeware designs for online purchase. The designs range from classy to fun and suit all types of people. This site contains links to hundreds of other sites where more detail about the objects can be found. Apartment Therapy This is an American-based website on interior design and decorating. The site includes blogs and news of various styles and particular interior decorators. It has a very classic, upper-class feel to it. The site has information on social etiquette (such as which way the toilet paper should be placed on the holder) and various online shops. MoCo Loco The site includes an abundance of information on the latest trends in the art and design world with a specific focus on object and furniture design. The site showcases both practical and non-practical designs and promotes various international exhibitions. Hemfeber feber.se/hem/ A Swedish, non-English blog on the art and design world. Art and design
  65. 65. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 66 Blogs cont... Autoblog This site is all about the auto industry. Autoblog details the latest breakthroughs in car technologies, information on the latest car releases and podcasts. The site also includes areas where readers can buy/sell their cars. Auto Environmental Treehugger A blog site about the environment, sustainable energy development and the latest “green” gadgets. The site promotes environmentally friendly designs and ideas. It also promotes environmentally friendly behaviour in a variety of areas including fashion and offers competitions and prizes for being environmentally aware. Treehugger also keeps readers updated on governmental grants and budgets for sustainable development.
  66. 66. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 67 Blogs cont... Gridskipper A worldwide travel blog covering what is new and exciting in various world cities such as NY, LA, Paris, London, Berlin, Tokyo and Sydney. Bloggers can submit their own trips and adventures. Travel Specialist Luxist This site covers a vast variety of news regarding anything to do with luxury. This ranges from news about Tiffany & Co., to gossip about celebrities and information on illegal Cuban cigars.
  67. 67. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 68 Social Media Disclaimer There is a big disclaimer that must be placed on any information about social media. The fact is that given the nature of the Internet, what was new, fresh and exciting last year often simply doesn’t exist or has been bought by someone else this year! Popularity on the Internet is a very fickle thing, and a new trend can change the tide of what is “the best” almost overnight, particularly around social media. We have made every effort to make sure the following section is up to date, but unfortunately the fact that you’re actually reading this means we can guarantee that at the time you read this these stats will be incorrect!
  68. 68. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 69 World Map of Social Networks
  69. 69. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 70 Top 5 Social Networking Sites As of February 2012, Facebook had over 845 million active users. The site allows users to segment their friends, send messages and images, chat, play games and seek out friends from across the world. Twitter is a micro blogging site which allows users to give and read updates on their activities using a maximum of 140 characters, called “tweets”. As of July 2011, Twitter had over 300 million users, although there are questions around how many of these users are actually active. LinkedIn is a professional business networking site which allows users to build “connections” with other users. They can then use these connections to look for jobs, recommend people, make business introductions or promote themselves. As of November 2011, LinkedIn had over 135 million users worldwide. MySpace can effectively be called the precursor to Facebook. It is a social networking site which allows users to build profiles of themselves and communicate, and in June 2006 even overtook Google as the most visited website in the USA. Myspace saw its popularity peak around 2008 with over 200 million users worldwide but, in homage to the fickle nature of the Internet, since 2010 usage has steadily declined to the point that the majority of MySpace staff were laid off in early 2011. Usage stats are difficult to pinpoint as it is estimated there are millions of inactive accounts. Google+ is one of the fastest growing sites on the Internet. It is a social networking site launched by Google which incorporates most of the other Google services to include live chat, image upload and a number of other functions but allows you to segment your messages so that you don’t have to broadcast to everyone. Although Google is secretive around the amount of users Google+ has, it was the fastest social site to reach 10 million (in 16 days!) and estimates put its usage at around 80 million users as of February 2012.
  70. 70. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 71 Social Networking A social network service focuses on the building and verifying of online social networks for communities of people who share interests and activities, or who are interested in exploring the interests and activities of others, and which necessitates the use of software. Most social network services are primarily web based and provide a collection of various ways for users to interact, such as chat, messaging, email, video, voice chat, file sharing, blogging, discussion groups, and so on. 55% of Australians using the net are now engaged in this habit-forming network activity. Total Internet usage: Reached the 2 billion mark at the beginning of 2012, with 1.2 billion of these accessing social networks In 2010 there was a record spend on advertising on the Internet. This was an increase of 15% from the previous year and came despite the world being in the midst of a massive financial crisis. One telling statistic is that of this total spend, the Top 10 companies (mainly Google, Yahoo and Microsoft) accounted for 72%! In 2010 social media received over 10% of this revenue and had an overall increase of 55% in revenues from the previous year. Social networking and advertising Wikipedia, Target Social Network Ads to Capture Clicks, Research Brief
  71. 71. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 72 Social Media Strategy PEOPLE Creating Reviewing Rating Joining Sharing Consuming Inactive OBJECTIVE Educate Entertain Test/Trial Observe Listen Crowd Source • Ideas • Content Protect/ Defend/ Defuse Feedback Research Empower Sell ENGAGE TRAFFIC Games C ontent Long/Short Creation Apps Widgets/Mobile/ SocialMedia Competitions Wiki Dem onstrations SurveysTestimonials Community Forums Database• SMS• eDM SEM • AdWords • SEO Blogging Micro-blogging O nline D isplay Advertisem ent Sponsorship Affiliate Social Bookmarking Syndication PR/News Referrals If you don’t know it, don’t blow it, check POET MEDIA Earned Owned Paid MODE Computer Mobile Media Centre For an explanation of how this works go to: youtube.com/downtobis
  72. 72. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 73 Social Media Petal Reviews&Ratings Wiki Comments C ustom er Service Crowd Source Content Collaboration Documents & Content Livecasting SMS/Voice Video M usic Pictures SocialBookmarks BlogCommunities BlogConversations BlogPlatforms Lifestreams Curated Networks Social NetworksForums Micro Media Twitter Ecosystems Events Facebook Apps iPhone Apps Location And MORE! Social Media Petal As we’ve seen already, there are so many constantly changing options when it comes to Social Media. That is why it’s really important to run POET first and get your strategy right.
  73. 73. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 74 Your Business Video Email Forums Chat Offline Blogs Podcasts Wiki Events Photo & Video Sites • Flickr • YouTube • Brightcore • Google Video Blog Sphere • Aggregators • Google • Technorati • Other Wiki • Wikis • Wikipedia • Others Mass Media • Cinema • Print • Radio • AAP • TV Event Tools • Eventful • Upcoming • Dopplr Social Networks • Flickr • Facebook • MySpace • Fansites • Bebo • Vox Live Presence • Webinars • IM • Live Training • Sales ‘n’ Stats • Jaku Social Media Tools • Stumble upon • Digg • Widgets • Tagging • Search Your Business in Media
  74. 74. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 75 Social Technographics Ladder Creators (18%): • Publish blogs or online articles at least once a month • Maintain a web page • Upload videos to YouTube Critics (25%): React to online content by: • Posting comments on blogs or forums, or • Posting ratings or writing reviews Collectors (12%): Organise the content produced by Creators & Critics by: • Saving URLs and tagging photos • Voting for sites • Using RSS feeds (on services like Bloglines) Joiners (25%): • Maintain a profile on a social networking site • Visit social networking sites Spectators (48%): Consume what the rest produce by: • Reading blogs & online forums, • Watching videos & listening to podcasts Inactives (44%): • Are online but do not participate in groundswell Forrester Reasearch, Technographic profiling N.B: Different people fall into multiple categories, and as your demographic changes so does your technographic grouping
  75. 75. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 76 Social Media Mistakes 6 Social Media Mistakes Not having a Social Media Plan Not understanding your audience Not listening Lying & trying to fake it Social Media spamming Trying to interact with “everybody”
  76. 76. Burger King: Whopper Sacrifice Situation Burger King wanted to demonstrate on a social media platform the strength of consumers’ love of the Whopper. Tactics A social media campaign was created utilising the proposition, “Which love is bigger, your love for your friends or your love for the Whopper?". Action The fast-food chain released the Whopper Sacrifice App on Facebook. The App rewarded people with a coupon for BK's signature burger when they culled 10 friends from Facebook. Each time a friend was excommunicated, the App sent a notification to the banished party via Facebook's news feed explaining that the user's love for the unlucky soul is less than his or her zeal for the Whopper. Result The “Whopper Sacrifice” App caused 233,906 people to be “sacrificed” for the love of the Whopper. Subsequently, the App was disabled by Facebook, presumably for being too popular.
  77. 77. Situation Universal Studios wished to create widespread hype surrounding the new Sacha Baron Cohen film “Bruno”. Tactics A number of mediums were utilised with a focus on generating controversy to drive WOM, public interest and attention. Action The campaign focused heavily on confrontational and outrageous imagery. Result The campaign succeeded in generating WOM, controversy and public attention resulting in large crowd turnout on opening night. However, these effects were rendered impotent by negative Twitter sentiment, plummeting ticket sales by 40% on its second day of release. Living and Dying by Twitter: Bruno Launch
  78. 78. Living and Dying by Twitter: Inglorious Basterds Situation Quentin Tarantino released his new movie “Inglorious Basterds” in 2009 using traditional promotional work. Tactics The only forms of promotion were standard movie release techniques including TV and cinema advertising as well as online. Action The first trailer for the film, a teaser, premiered on Entertainment Tonight on February 10, 2009, and was shown in American theatres the following week. There was a subsequent release of the trailer on YouTube, viral adverts and TV commercials. Result The movie ended up doing extremely well at the box office, pulling in $37.6 million in the US with an additional $27.1 million overseas during its opening weekend. It is believed, given that only 8% of Twitter reviews for the film were negative, that the film’s popularity and success can be attributed in no small part to Twitter. “Basterds was a film with questions surrounding it before the weekend, but Friday and Saturday tweeting swung it in a decidedly favorable direction.”
  79. 79. WHEN AND WHERE TO SAY IT CHARACTERISTICS OF MEDIA 80 Social Media Engagement KPIs Social media measurement should be undertaken by standing back and looking at the big picture – sales, customer loyalty and satisfaction. That said, it is often necessary to quantify customer engagement. The following list of KPIs/metrics offers a starting point for quantifying consumer social media engagement. 1. Alerts (register and response rates/by channel/click through rate/post click activity) 2. Key page activity (post-activity) 3. Bookmarks/ Favourites (onsite, offsite) 4. Posts / Comments / Feedback 5. Downloads / Uploads 6. Email subscriptions 7. Fans 8. Followers (follow something/someone) 9. Registered users (new/active/dormant) 10. Invite / Refer / Forward to a friend 11. Groups (create/join/group activity) 12. Messaging (onsite) 13. Profile (bio, links, email) 14. Widgets (number of new widgets users/embedded widgets) 15. Print page 16. Report spam/abuse 17. Reviews/Testimonials/Ratings 18. Social media sharing/participation 19. Tagging (user-generated metadata) 20. Time spent on key pages 21. Time spent on site 22. Total contributors (and % active contributors) 23. Views (videos, ads, rich images) Econsultancy 2009
  80. 80. MEDIA TOOLS The following tools will help with making any big decisions on media. It is useful to sit down and do some, or all, before embarking on any forays into the often confusing media landscape.
  81. 81. WHEN AND WHERE TO SAY IT MEDIA TOOLS 82 The Media Interrogation • What is the campaign aiming to achieve? • What is the market background? • Where is the brand positioned and who is the leading brand? • What are the goals of the brand and how will advertising help? • What are the key marketing aspects? (packaging, pricing etc.) • Are there any creative considerations? (message parameters etc.) • Where is the product sold/selling best? • What is the budget? • When is the optimal timing to advertise? • What are other communications supporting the brand?
  82. 82. WHEN AND WHERE TO SAY IT MEDIA TOOLS 83 The Media Money Box Reach How few people do I need to talk to, to reach my objectives? How many times do I effectively need to talk to my audience? What is the product purchase cycle? How tightly can I define my target audience to avoid wastage? Can I, or should I, prioritise my markets? What form does the message need to take? Frequency Continuity Target Audience Geographic Spending Creative Length
  83. 83. WHEN AND WHERE TO SAY IT MEDIA TOOLS 84 Media Insight Brand: Product: Target Audience: Timing/Seasonality: Time of Day Day of Week Activity Place Mindset Media Implications Product Considerations Media Channel Coverage Efficiency Communication Impact Overall 1 2 3 4 Lowest Highest Subjective Value Scores
  84. 84. WHEN AND WHERE TO SAY IT MEDIA TOOLS 85 Day In the Life oF (DILO) Time Activity Relevance Channel Take a step-through journey of a day in the life of one of your consumers. This will throw up ideas and places of where to get their attention and what activities they are undertaking at certain times which can lead to your involvement.
  85. 85. WHEN AND WHERE TO SAY IT MEDIA TOOLS 86 Opportunities Calendar • Business Driven • Market Factors • Strategic Imperatives • Consumer Opportunities Q1 Q2 Q3 Q4Opportunities Calendar • Innovations • New Product Development • Predatory Thinking • Internal Comms Sorting • Sequential • Product Filters • ROI • Strategic • $ • Brand Marketing Communications Calendar
  86. 86. WHEN AND WHERE TO SAY IT MEDIA TOOLS 87 Reach and Depth of Media Cafe • Cups • TV • Avant cards • Napkins Stunts • Attention • Jamming Outdoor • Metro lites • JC Decaux • Super site • Lenticulars Street • Bill posters • Chalk • Stickers Radio • Drive time • School pick up Executive Media • Foyers • Lifts Airport • Lounges • Lightboxes • Counters • Inflight media • Boarding pass Bus/Train • X-track 24 • Backs • Interiors • Stations • Taxi Petrol Station • Pumps • Coupons • Forecourt Shopping Mall • Centre court • Eyelites • Stickers • Large spec • Food court • Trolleys • Backs • Interiors • Stations • Taxi Transit Transit Entertainment Social One2One POP Reach Depth
  87. 87. WHEN AND WHERE TO SAY IT MEDIA TOOLS 88 Reach and Depth of Media cont... Transit Entertainment Social One2One P.O.P Reach Depth Print • ACP/PacPub • Niche • Partnership TV • Sponsorships • Pay TV • Interactive Radio • Countdown • Website integration Press • Regional • Metro • Supplements Film • Cinema • DVDs Sponsorships • Sports • Music • Calendar Online • SEO/AdWords • Banner • Games • Splash pages • Affiliate Entertainment
  88. 88. WHEN AND WHERE TO SAY IT MEDIA TOOLS 89 Reach and Depth of Media cont... PR • News/Comment • Information • Any medium CGC • Pictures • Video • Mobile Viral • Games • Video/Pics • Promos MGM • Events • Offers • Data Seeding • Tipping point • Groundswell • Celebrity Interests • Dating • Community Social Networks • MySpace • Facebook • Blogging Social Entertainment Social One2One POP Reach Depth Transit
  89. 89. WHEN AND WHERE TO SAY IT MEDIA TOOLS 90 Reach and Depth of Media cont... Direct Sales • TV • Retail • Door2door Experiential • Events • Branded experiences • Brand ambassadors Tailored Message • DM • eDM • Mobile CRM • Loyalty Cards • Ezines & newsletters • Coupons • EMP Sampling • Premiums • Freemiums • Trials One2One Entertainment Social One2One POP Reach Depth Transit Shops • Coupons • Trolleys • Shelf talkers • Displays • In-store radio • Screen savers Brochures • Barcodes • Bluetooth • Trade shows POP
  90. 90. WHEN AND WHERE TO SAY IT MEDIA TOOLS 91 x4 Step Channel Planning Prioritise customer points-of-impact Optimise IntegrationSTEP 4 STEP 3 STEP 2 STEP 1 Review Channels Assess effectiveness and impact
  91. 91. WHEN AND WHERE TO SAY IT MEDIA TOOLS 92 Channel Planning: x4 Step Filtering ™ • TV/Subscription • Press • Magazine • Radio • Cinema • Outdoor - bus, train, posters • Online - networking, banners, games • Street - posters, chalk, stickers • Experiential - events, activations • Direct - DM, eDM, outbound calls • Trade incentives • Ambient - loos, scooters, avant cards • Viral (mobile, online, street) • Promotion • PR - seeding, stunts, jams • Sponsorships • WOM - tipping point • MGM - data use • Café media • Shopping malls • Mobile marketing • Executive - lift foyers • Affiliate Test for strategic & tactical relevance STEP 1 Review Channels
  92. 92. WHEN AND WHERE TO SAY IT MEDIA TOOLS 93 Channel Planning: x4 Step Filtering ™ cont... Review intuitively preferred channels against: • Traditional media criteria • Budget constraints • Campaign reach and frequency objectives Awareness significance measures: • Relevance - fit with target market’s needs/wants • Remarkability - talk-ability/memorability STEP 2 STEP 1 Review Channels Assess effectiveness and impact Review strategy, Customer Experience Audit™ & sales data: Awareness Purchase Advocacy Identify growth driving impact points Prioritise customer points-of-impactSTEP 3 STEP 2 STEP 1 Review Channels Assess effectiveness and impact
  93. 93. WHEN AND WHERE TO SAY IT MEDIA TOOLS 94 Optimise IntegrationSTEP 4 Channel Planning: x4 Step Filtering ™ cont... Review selected channels and optimise: • Synergies between channels • X-channel opportunities: experiential, sponsorships, promotions • Decide message flighting Prioritise customer points-of-impactSTEP 3 STEP 2 STEP 1 Review Channels Assess effectiveness and impact
  95. 95. Congratulations on completing the Brand Box series Contact us to get the complete series hellostepchange.com | +61 2 8030 8655 | chat@hellostepchange.com The Brand Box series Know Your Business Know Your Market Know Your Consumers What’s the Big Idea? How To Say It When And Where To Say It