This presentation is a synthetic analysis of the main worldwide trends in digital communication, social media marketing and Internet for 2011 and 2012. This analysis is based on data from Vanksen Group, Emarketer, TNS Gallup and imediaconnection.
The 6 Trends in Digital Communication You Must Be Aware Off
1. Consumers Engagement Marketing
2011 Global Trends in Digital Communication
The 6 trends you must be aware off
Engaging Consumers with Brands
2. Introduction: 5 wrong ideas about Internet Communication
1) If you advertise on the Internet, will it
generate buzz?
In 99,99% of case no because Buzz is unpredictable!
Online Buzz = Great creative idea + highly engaged consumers + media budget to
support your marketing campaign.
Engaging Consumers with Brands
3. Introduction: 5 wrong ideas about Internet Communication
2) Will customers who like your brand be active
on your official Facebook / Vkontakte brand
page?
No, they will not be naturally active.
It is your customers that are waiting something from you, not the opposite.
Clients who like your brand will be active only if you offer them interesting
content, propose them interaction and invite them to have conversations.
Engaging Consumers with Brands
4. Introduction: 5 wrong ideas about Internet Communication
3) Is it better not to do anything if you are
afraid to fail?
No, your customers are not waiting for you to discuss your brand online.
Failure is anyway part of the process that will brings you to defining your
successful model.
Engaging Consumers with Brands
5. Introduction: 5 wrong ideas about Internet Communication
4) Does a high CTR or a low CPC mean the
success of your online campaign?
No. CTR, CPC, … are just metrics!
Success depends only of your strategic objectives (Push sales, increase loyalty,
improve online visibility, collect users data, …).
Engaging Consumers with Brands
6. Introduction: 5 wrong ideas about Internet Communication
5) Are you in control of your brand’s online
reputation?
No, you have no possibilities to control what is published online!
Online users’ recommendations & critics are visible in search engines, highly
credible and long lasting. React to critics with arguments an don’t try to cheat!
Engaging Consumers with Brands
7. “ We have no ideas what the Internet landscape will
be like within 5 years.”Mark Zuckerberg, CEO of Facebook
Engaging Consumers with Brands
8. 6 Global Trends in Digital Communication
Engaging Consumers with Brands
9. 6 Global Trends in Digital Communication
Trend #1. Information overload.
The more content is published online…
152 million – The number of blogs on the
Internet (as tracked by BlogPulse).
25 billion – Number of sent tweets on Twitter
in 2010
100 million – New accounts added on Twitter
in 2010
175 million – People on Twitter as of
September 2010
600 million – People on Facebook at the end of
2010.
250 million – New people on Facebook in 2010.
30 billion – Pieces of content (links, notes,
photos, etc.) shared on Facebook per month.
20 million – The number of Facebook apps
installed each day.
…
Engaging Consumers with Brands
10. 6 Global Trends in Digital Communication
Trend #1. Information overload.
The harder it is to get online visibility
Global display advertising efficiency:
Solutions:
Banner Retargeting
Social Integrations in Banners
Development of CPA models
Behavioral Targeting
iAds
Engaging Consumers with Brands
11. 6 Global Trends in Digital Communication
Trend #2. Mobile Location Based Services.
Your customers can localize your business…
You are here!
…
Engaging Consumers with Brands
12. 6 Global Trends in Digital Communication
Trend #2. Mobile Location Based Services.
Push them to action through direct incentives
Engaging Consumers with Brands
13. 6 Global Trends in Digital Communication
Trend #3. Social E-commerce.
E-shopping has become a normal way to buy
…
Engaging Consumers with Brands
14. 6 Global Trends in Digital Communication
Trend #3. Social E-commerce.
Transform E-commerce in a social experience
Levi’s online social commerce experience:
Engaging Consumers with Brands
15. 6 Global Trends in Digital Communication
Trend #4. Senior Internet Users.
A large and influential consumer segment
82% Check E-mails
Source: Emarketer.com, Feb 2011
50% Pay Bills
44% Check weather forcasts
33% Read news
31% Visit social networks
Engaging Consumers with Brands
16. 6 Global Trends in Digital Communication
Trend #4. Senior Internet Users.
Senior E-users is the fastest growing category
Engaging Consumers with Brands
17. 6 Global Trends in Digital Communication
Trend #5. Responsibility of community managers.
Community management starts with employees
*Source : Deloitte LLP 2009 Ethic Workplace Survey
Of employees are personal
85% users of social media.*
Of employees think it’s easy for
anyone to sabotage a brand‘s 74%
reputation using social media.*
Of employees are likely to
15% become brand ambassadors.
Engaging Consumers with Brands
18. 6 Global Trends in Digital Communication
Trend #5. Responsibility of community managers.
Be extra careful about what they say online
Solutions:
Marc Jacobs: Nestle:
Set Corporate guidelines
Set strict guidelines for your CM
Set behavioral scenarios
Involve top managers if needed
Monitor online conversations
Engaging Consumers with Brands
19. 6 Global Trends in Digital Communication
Trend #6. real-time communication.
What are you doing right now?
Global Social Media landscape evolution, 2009 - 2010
News feed
…
Engaging Consumers with Brands
20. 6 Global Trends in Digital Communication
Trend #6. real-time communication.
Old Spice campaign: Pro-active communication
Good creative and smart positioning: Youtube promoted video:
Engaging Consumers with Brands
21. 6 Global Trends in Digital Communication
Trend #6. real-time communication.
185 videos filmed and published within 2 days
- Celebrities involvement.
- Numerous parodies.
- Offline PR.
- Targeting of online influencers.
Old Spice campaign figures:
No. 1 all-time most-viewed sponsored
channel on YouTube.
More than 200 Millions views for the
videos on Youtube.
+ 80,000 Twitter followers in 2 days.
+ 700,000 Facebook fans.
Facebook fan interaction jumped 800%
since the launch of the personalized
videos.
Oldspice.com traffic jumped by 300%.
Old Spice's sales were up 106%.
Engaging Consumers with Brands
23. 01 Conclusions
Trends 2011: Take away points
Trend 1: Internet will always be more about engagement, not reach.
Trend 2: Think global – engage consumers’ locally.
Trend 3: Transform E-commerce in a social experience.
Trend 4: Stop thinking that social networks are for teenagers.
Trend 5: Be in control of what your employees are saying online.
Trend 6: The future of communication is real-time based.
For more information about global social media trends, read Emmanuel
Vivier’s article about 2011 social media trends published on culture-
buzz.com.
Engaging Consumers with Brands
24. 02 Vanksen’s Network
Engaging Consumers with Brands
No. They will join in 1 existing community, and will never come back if they are not satisfied with the experience: lack of content, lack of activity, lack of interactions…
No. Your customers are not waiting for you to discuss your brand online. Failure is anyway part of the process that will brings you to defining your successful model.
No. Success depends only of your strategic objectives (Push sales, increase loyalty, improve online visibility, collect users data, …). CTR, CPC, … are just metrics!
Average banner CTR in Russia: 0.2% (2010)
Check-in
Flash Sale sites such as Vente-Privée use a social layer to promote the sharing of time-limited online deals (and drive member-get-member referrals)Group-Buy sites such as Groupon and Keynoir use a social layer to to promote the sharing of time-limited local dealsSocial Shopping sites such as Polyvore, Kaboodle and Lockerz use a social layer to promote the sharing of products discovered online – thus encouraging ‘social discovery’Social Shopping apps such as Stickybits and ShopKick use a social layer to promote the sharing of store visits, using scanning technology to encourage store discovery and selectionPurchase-Sharing sites such as Blippy and Swipely use a social layer to promote the sharing of products purchased – thus encouraging social product discovery and selectionPersonal Shopper sites such as GoTryItOn use a social layer to promote smart shopping decisions by allowing shoppers to get a second opinion on what to buy
A new frontier in social commerce is being explored as retailers leverage customers’ Facebook profile data to deliver personalized shopping experiences on their sites. Fueling this trend is web retailers’ quick adoption of social sign-on, which allows consumers to log in to their Facebook account instead of registering on an ecommerce site. Social sign-on gives retailers access to rich profile information for targeting customers. The intended result is increased conversions, higher average order value and decreased returns. Some retailers are taking a different social commerce route by featuring collaborative shopping experiences. These applications allow customers to invite their friends to join them in a synchronized, real-time shopping session. Together, shoppers can view product pages and chat from distant locations. The growing ubiquity of Facebook’s “like” button and Amazon.com’s launch of a new recommendations application based on Facebook preferences will spur other retailers to implement innovative social commerce tools in 2011. However, retailers must tread carefully because many social media users have concerns about how their personal information is being used.
Grandparents are a large and influential consumer segment Grandparents are a powerful force in the US economy. According to Nielsen, grandparent households spend 4.4% more each year than all other households. And, it’s no secret they love to spend on their grandkids. Almost 40% of grandparents in the Nielsen data said they provided support such as clothing or food for their grandchildren. During the next few years, grandparents are set to become an even more powerful consumer segment. Nielsen reports the population of 69.6 million grandparents currently in the US will rise 11% by 2015. Traditionally, older adults and seniors have been laggards of internet use. With computers now in most households, and children and teens highly immersed online, grandparents will learn by proximity.
The 2010 US Census counted 40 million seniors in the US, comprising 13% of the total population. Traditional media continues to dominate seniors’ media habits, but the internet is quickly increasing reach, expected to hit 56.0% penetration by 2015.The 2010 US Census counted 40 million seniors in the US, comprising 13% of the total population. According to the data, baby boomers—the largest single generation in the US—will enter the senior set at a rate of one every 8 seconds for the next 18 years.By 2030, the senior population, which eMarketer defines as all US consumers ages 65 and older, will reach an estimated total of 72 million, nearly 20% of the projected total population.Traditional media continues to dominate the media habits of seniors, but the internet is quickly increasing reach. Online penetration among older users is beginning to rival newspaper and radio usage, and this trend is expected to continue, reaching 56.0% by 2015. Both analytical and anecdotal evidence points to seniors utilizing the web for increasingly varied activities, graduating from email and search into social media.The senior demographic is largely homogeneous (white and primarily female), but will diversify in the future. Older Americans are more likely than other demographic sectors to spend disposable income and remain an important part of the consumer ecosystem. These two factors make them an essential part of any successful brand’s target audience.
Corporate Community Management Policies and Guidelines.
Instant Messaging Grows Up.- Not Just Instant Messaging Having said that, the story isn’t about just instant messaging; it’s about the entire unified communications package. Adding video and voice to instant messaging is now more popular than it was last year. The spread of smartphones and unlimited data plans will help organizations project communications costs and only encourage the spread of mobile instant messaging.Le service de microblogging Twitter et ses 210 millions d’utilisateurs est l’incarnation de ce web « real time » où les conversations ont lieu en temps réel, 24h/24 et 7j/7Leurcapacitéàréagirestsouventcontrainte par uneorganisation, des moyenshumains (horaires de travail,…), financiers et techniques définisàuneautreépoque et désormais de plus en plus inadaptés. Bien peusontàmême de gérerunecrise qui surviendrait la nuitou en plein week-end… avec la rapiditénécessaire.
Offline TV advertising launched on superbowl week end. Originality advertising targeting woman (complete opposite of axe). Media buying in environment where couples would watch together create conversations.After the offline TV campaign , the video became soon very popular on the Internet. A clever online media placement helped to support the viralization of the video.
After launching the campaigns online dedicated platforms and that the buzz was still growing, the brand try to figure out how to create more direct conversations with fans.Here came the very smart move, the response campaign: in 2 days, Wieden + Kennedy shoot 186 short videos to answer the questions of Fans on Twitter, Facebook and Youtube.