Tendências que estão mudando o futuro da comunicação

1. Reboot Online
Presented by:
Felix Leander

2. Today’s conversation
Digital Media
Current landscape
The changing business model
Implications
Influence vs. Control
Privacy
Real-time Communications
Trends
Search
Social
Mobile
Augmented Reality

3. >> Digital Media
A REFRESH

4. What is the biggest change…

5. What is the biggest change…

6. From passive to active

7. So much information…

8. How do we filter? Trust…

9. This is the old purchase journey
Consume
Media
Personal
Referral
See
Ads

10. Today’s consumers have a dramatically different purchase journey
Read
sponsore View Mash
d content trend up a
Research fashion
product video video
Read
Pass Social review Upload
Update View along e- media pics of
profile ad bookmark See Register purchases
mail
Post a product Ads account
blog Talk on
/content live chat
entry Search Use Join
for Visit a Personal visualizat consumer
Contribute store
to message brand Referral ion tool panel Rate a
Shop
board via e- product
Write a Subscribe Fill out
service to a power commerce Embed
reviewer survey a
Upload Click reviewer
pics to through widget
Click to Use Sign up
Flickr e-mail call express for
Read Interact checkout sweep- Read
microbloggi with rich expert
Read
media ad Join a
View staker
RSS ng message how-to tips
feed brand video
fansite
Browse
favorite Review
sites Consume a
Media review
er

11. But most important
You can be part of
the consideration phase
and motivate your
consumers to complete
a purchase… AND
THEN
Let them talk and
market for you…

12. Four key thoughts
Branding Invest in
INFLUENCE Risk is in
based RELATIONSHIPS
Instead of NOT
on Not
Control Participating
TRUST Transactions

13. >> Digital Media
CHANGING BUSINESS MODEL

14. Who owns social media
Source: Econsultancy

15. Open to share information…
Listening Participation Engagement
Corporate Customer
Marketing Human resources
Communications Service
• Content • Campaign • Customer • Work place
distribution support loyalty management
• Reputation • Conversion / • Problem • Business
Management Acquisition solving conduct
• Thought • Sales team
leadership support
• Influencer
mapping
Social Media Monitoring
Social Media Platform
Social Media Guide / How to
Metrics / Measurement

16. Open to share information…
Step 1
Step 2. Step 3.
Step 2 Step 4.
Step 3 Step 4
5.
Listen
Conduct research Plan
Develop roadmap Prepare Participate / Engage
Engage
Strategy Session: FAQ development (part of Influencer outreach
Digital / Social Media social media monitoring)
Business objectives Content distribution &
Check-up Influencer mapping promotion
Products
Social media Define audiences / Messages Promotions
Search engine markets Content development Social media channel
Business Units Social media platform management
Website
Infrastructure development SEO / SEM
Blogs / Micro
Digital training Website / microsite Mobile marketing
Social Media Monitoring development
Social Media Guide
Policies and procedures Online crisis preparedness
Prioritise digital initiatives
Operational
recommendations
Evaluation criteria / KPIs

17. >> Implications
CONTROL VS. INFLUENCE

18. Digital influence model
The less control you have the greater influence you can achieve
Blog Response
Level of Control
Blogger Outreach
Discussion Forums
Community Participation
Level of Risk
Social Media Application
Online Video Development
Corporate Blogs Organic Search
Social Media Social Media Search
Press
Releases
Sponsored Search
Affinity Linking
Blog Monitoring
Social Media
Mobile Marketing
Website Spaces
Microsites
Online Advertising
Ability to Influence / Potential Reward

19. Who is in control?
“The power is with the consumer.
“The power is with the consumer. Consumers are
Consumers are beginning, in a very real
beginning, in a very real sense, to own our brands and
participate in owncreation. We need toparticipate in
sense, to their our brands and begin to learn to
their creation. We need to begin to learn to
let it go…”
let it -go…” CEO, P&G Company
A.G. Lafley,
- A.G. Lafley, CEO, P&G Company

20. We have seen…

21. The winning donut

22. I scream, you scream, we all scream…

23. Lafley – a man of his word…

24. Community in control…

25. >> Implications
PRIVACY

26. Open to share information…
Privacy is the ability of an individual or group to seclude themselves or
information about themselves and thereby reveal themselves selectively
“Mark Zuckerberg said social norms have shifted and that people had
becoming more willing to share information about themselves more widely” –
The Economist Jan. 30th, 2010

27. Open by default…

28. Open by default…

29. >> Implications
REAL-TIME COMMUNICATION

30. Six things to consider
Professionalism Transparency Accountability
Dialogue Alignment Speed

31. Domino’s Pizza
Two of its employees at a North Carolina franchise
would use YouTube to broadcast a rather disgusting
video that would severely damage the company's
brand. Since the video first appeared, Domino's has
quickly stepped up its social media presence in order
to regain some positive momentum.

32. Did it work…
Source: mediaCurves

33. >> Trends
SEARCH

34. Why is search so important?
• 92% of journalists use search engines to research companies and stories
• 62 million searchers typed the website name directly into the search box (40% of online
users) (Nielsen) and most commonly used keyword when searching based on offline
exposure (iProspect)
• According to Jupiter Research, 75% of search engine users never scroll beyond the first
page of results
95% use search engines to
investigate purchase decisions
*Source:comScore

35. Reaching search engine users
Search engine users differ on what kind of results they find most relevant:
• 60.5% prefer natural results
• 39.5% prefer paid results
Natural Search Only Paid Search Only Natural & Paid Search
Paid
Audience
not
reached
Natural
Search
60.5%
+ Search
39.5%
Audience
not
reached
= 100%

36. Search engines index more than just web sites

37. Search – content vs. sentiment

38. Search is now ubiquitous

39. Search – the future is context
Day 1
Day 2
Day 3

40. >> Trends
SOCIAL

41. What do social networks have in common
THE CHANNEL OF ME THE CHANNEL OF US PERSONALIZED CONTENT
1 Users provide a basic profile and
2
Friends are an extension of one’s
3
Social apps are a teeming sea of
express their individuality by personal brand, so connections user-generated content; each new
customizing it with their bio, add value to a user’s profile. addition to a profile spurs responses
tastes, blog entries, images, Adding friends drives interactions. from friends and visits to friends’
songs, videos, widgets and pages to return the favor.
branded content.

42. Social media landscape
Type of
Rich, multi- 140 character Video, message Business networking Visual content
Content boards information
media content messages and images
Shared
Good for Announce Rich, intimate
engaging, multi- news, update conversations Rich interaction Conversation
faceted made possible is possible; often is generally
followers,
by medium with leading to in-
Types of conversations provide short
opportunity for person
limited to
Dialogue rich with bursts of commentary
viewer networking
opportunity for information and on images
interaction with events or job
interaction and share content message boards interviews posted
content sharing of interest and ratings

43. How are brands participating
Build Community / Contribute Borrow Community
Add / Extend Features to Existing Site Buy Advertising on a Social Media Site

44. >> Trends
MOBILE

45. Some numbers…
Top Five Converged Mobile Device Vendors, Shipments, and Market Share, Q1 2010 (Units in Million)
1Q10 1Q09
1Q10 Market 1Q09 Market 1Q10/1Q09
Vendor Volumes Share Volumes Share Change
1. Nokia 21.5 39.3% 13.7 39.3% 56.9%
2. Research In
Motion 10.6 19.4% 7.3 20.9% 45.2%
3. Apple 8.8 16.1% 3.8 10.9% 131.6%
4. HTC 2.6 4.8% 1.5 4.3% 73.3%
5. Motorola 2.3 4.2% 1.2 3.4% 91.7%
Others 8.9 16.3% 7.2 20.6% 23.6%
Total 54.7 100.0% 34.9 100.0% 56.7%

46. Apps…

47. Geolocation, Geolocation, Geolocation

48. An opportunity to create a persistent presence

49. Mobile payments becoming easier
The worldwide market for mobile payments will
grow to $633.4 billion by 2014, up from $68.7
billion in 2009 - Generator Research.

50. >> Trends
AUGMENTED REALITY

51. Not virtual…augmented
Augmented reality (AR) is a term for a live direct or indirect view of a physical
real-world environment whose elements are merged with (or augmented by)
virtual computer-generated imagery - creating a mixed reality. The
augmentation is conventionally in real-time and in semantic context with
environmental elements, such as sports scores on TV during a match. With the
help of advanced AR technology (e.g. adding computer vision and object
recognition) the information about the surrounding real world of the user
becomes interactive and digitally usable. Artificial information about the
environment and the objects in it can be stored and retrieved as an
information layer on top of the real world view. (Wikipedia)

52. Not virtual…augmented

53. Not virtual…augmented

54. Why bother…
Goal Strategies / tactics Metrics
Awareness
Increase awareness of brand, websites, advertising, word-of- exposure, search visibility,
product, issue mouth, blogger outreach, press unique users, page views,
releases mentions, in-bound links
Engagement
Deepen interaction with users to websites, blogs, blogger page views, time spent, blog
consider a brand, product, issue outreach, word-of-mouth, press posts & comments, downloads,
releases, email, mobile content created, ratings, votes,
marketing feedback
Conversion
Convert users from expressing blogger outreach, email, word- sales, registration, subscription
interest to registering, buying etc of-mouth (communities, fan
groups), search marketing,
mobile marketing
Loyalty
Motivating people to buy again, websites, email, word-of-mouth repeat purchases, referrals,
support and advocate your brand, (communities, fan groups), return users, time spent,
product or issue press releases, email content created, ratings, votes,
feedback, favorability

55. BELEZA
@fleander