Social & Digital Media

SOCIAL & DIGITAL
MEDIA
2011

PRESENTATION

THE IMPORTANCE OF SOCIAL & DIGITAL MEDIA FOR A BUSINESS

SOCIAL NETWORK: “an online service, platform, or site that focuses on building and reflecting of social
networks or social relations among people, who, for example, share interests and/or activities.”

DIGITAL MEDIA: "the creative convergence of digital arts, science, technology and business for human
expression, communication, social interaction and education.”

• This phenomenon is giving people all over the world the chance to reconnect whenever and wherever
they are.

• There are tremendous possibilities and opportunities to be had for capitalising on this worldwide trend.

•Creating a social networking existence is paramount in this age of new technology as people want as
much information as they can get and they want it now.

• Using the possibilities of the digital media enhances the chances of attracting consumer’s demography
through the social media, which means, more sales potential and brand awareness.

SOCIAL&DIGITALMEDIA CARLOSMARTINEZPORTELL

www: INTERNET STATISTICS
TOP WW INTERNET EMERGING MARKETS: Africa, Middle East and Latin America

TOP WW INTERNET CONSOLIDATED MARKETS: Asia, Europe & North America

•Source: www.internetworldstats.com


www: INTERNET STATISTICS



SOCIAL MEDIA: FACEBOOK STATISTICS



APPS: SMARTPHONES STATISTICS

Worldwide Top Smartphones Q12011: Android, Symbian and iOS (Apple)

•Source: www.onlinemarketing-trends.com


APPS: SMARTPHONES STATISTICS

Top Smartphone APPS: iPhone Top Smartphone EU Countries: Spain, Italy and UK

•Source: www.onlinemarketing-trends.com


SUMMARY

• TOP WW INTERNET EMERGING MARKETS: Africa, Middle East and Latin America

• TOP WW CONSOLIDATED MARKET: Asia, Europe and North America

• TOP FACEBOOK EMERGING MARKETS: North America, Australia, Latin America and Europe

• TOP WW SMARTPHONE OS’: Android (Google), Symbian, iOS (Apple)

• TOP WW SMARPHONE APPS: Apple and Google’s Android

• They all represent huge marketing targets that can be exploited using the right
combination of traditional and digital marketing (Off-line and On-line).

• Competitors have started to use this form of marketing, however not all of them are
offering an extra ingredient to the marketing experience.

• Today’s marketing trends are focusing on the customer personal experience and how that
experience makes them feel attracted to a brand or product.


SUMMARY

FACT

SOCIAL & DIGITAL MEDIA
HAVE BECOME A
FASTEST GROWING AND POTENTIALLY LUCRATIVE PHENOMENA

AIM

INCREASE SALES POTENTIAL & REINFORCE BRAND AWARENESS

APPROACH

MAKE THE CUSTOMER FEEL THE DIGITAL EXPERIENCE


KEY STRATEGIES

MASTER KEY: COMBINING OFF-LINE & ON-LINE MEDIA TO BOOST END USER ENGAGEMENT

Key Strategies

1. GATHERING CONTACT INFORMATION

2. INCREASE CUSTOMER’S BRAND RELATIONSHIP AND AWARENESS

1. 360º ON-LINE AND OFF-LINE MEDIA CONNECTION


ACTIONS

MASTER KEY: COMBINING OFF-LINE & ON-LINE MEDIA TO BOOST END USER ENGAGEMENT

Actions

1.1 REWARDING FOR SHARING DATA AND CONTACTS

2.1 INTERACTION AND PERSONALISATION WITH THE PRODUCT EXPERIENCE

2.2 UPDATING NEWS & EVENTS CONSISTENTLY

2.3 LEARNING FEEDBACK FROM CUSTOMERS

3.1 INTERCONNECT ALL MEDIA AND REDIRECT TO A SOURCE


ACTIONS

1.1 REWARDING FOR SHARING DATA AND CONTACTS

Get a Lifetime Reward : NESCAFÉ
www.nescafe.es

NESCAFÉ WEBSITE NESCAFÉ FACEBOOK

NESCAFÉ PROMOTED A MONTHLY 2,000€ FOR LIFE PRICE, ELIGIBLE CONTESTANTS CAN
PARTICIPATE IF THEY REGISTER THEIR PERSONAL DATA AND “LIKE” NESCAFÉ FACEBOOK
PAGE, WHICH LEADS TO BROADCAST THIS TO THEIR CONTACTS.


KEY STRATEGIES
ACTIONS

2.1 EG1: INTERACTION WITH THE PRODUCT EXPERIENCE
Interactive Website: MISS DIOR
www.dior.com

CLICK!

CLICK!

• User can interact with a virtual tour website by clicking on different items

• Engagement is triggered by attracting the user to interact with the digital media


KEY STRATEGIES
ACTIONS

3D Experience: MISS DIOR CHÉRIE
www.dior.com

• User can interact with a 3D virtual pop-up book using the computer’s camera

• Engagement is triggered by attracting the user to interact with the 3D experience and
exploring the product visual outlook.


KEY STRATEGIES
ACTIONS


iPhone App: GQ Magazine
www.gqmagazine.fr

• User can interact with Magazine’s App for fashion tips & extra content

• Engagement is triggered by attracting the user to link the App to his Smartphone and give
him extra ingredients to boost his knowledge and interest in the magazine’s field.


KEY STRATEGIES
ACTIONS

2.1 EG4: PERSONALISATION OF THE PRODUCT EXPERIENCE

Customise Your Own Shoes: NIKE
http://nikeid.nike.com/

• User can interact with the Website and create his/her own shoe design.

• Engagement is triggered by attracting the user to personalise his/her own product
and purchase a unique design.


ACTIONS

2.2 UPDATING NEWS & EVENTS CONSISTENTLY
MEDIA NEWS @ FACEBOOK

LIFESTYLE UPDATES @ WEBSITE
NEWS & EVENTS @ TWITTER

NEW LAUNCHES @ YOUTUBE
360º Social and Digital channel updates
GUCCI
www.gucci.com


ACTIONS

2.3 LEARNING FEEDBACK FROM CUSTOMERS

An accurate customer service
section, allows customers willing
to deliver any kind of feedback
or comments contact Louis
Vuitton Advisors team featuring
a “Call you Back” Service.

Customer Service Site
LOUIS VUITTON
www.louisvuitton.com


KEY STRATEGIES
ACTIONS

3.1 INTERCONNECT ALL MEDIA AND REDIRECT TO A SOURCE

MAIN WEBSITE
(SOURCE)

All media in any digital
100% Social & Digital Media Connection: channel is forwarded back
to any other channel. The
MARC JACOBS Website is treated as a
www.marcjacobs.com source of connection to all
other digital channels.


THE DIGITAL EXPERIENCE MASTER KEY : BOOSTING ENGAGEMENT

SHARE INTERACT

SOCIAL &
POTENTIAL CUSTOMER DIGITAL +SALES & +BRAND BULDING
EXPERIENCE

UPDATE COMPARE


END CONSUMER ADVANTAGES

• ADDED VALUE TO THE BRAND/PRODUCT EXPERIENCE
• DIRECT, ANALYSED AND COMPLEMENTARY INFORMATION
• EXPERIENCE BECOMES PART OF END CONSUMER’S LIFESTYLE
• POSIBILITY OF SHARING THE EXPERIENCE WITH THEIR CONTACTS (VIRAL
MARKETING)

RESULT: MORE BRAND/PRODUCT AWARENESS & TRENDING


BUSINESS ADVANTADGES

• MORE SALES POTENTIAL
• OPORTUNITY FOR FUTURE CAMPAINGS
• RETURN ON MARKETING INVESTMENT (ROMI) FOR WW MARKETING SPENDING
• MORE BRAND BUILDING

RESULT: MAXIMUM IMPACT AT MINIMUM COST


PROJECTS

PENELOPE BARCELONA’S FRANCHISE LAUNCH PROJECT

Objective: Redirect all potential customers to the Club Website.

Strategy: Teaser campaign, website launch and further Club opening.

Action: Create Customer attraction by mixing Outdoor and Digital campaign.

OUTDOOR TEASER: SHE’S BACK WEBSITE PROMO: PENELOPE WEBSITE LAUNCH: WWW.PENELOPEBARCELONA.COM
(SHE’S BACK, IT’S A FACT)


PROJECTS

WWW.PENELOPEBARCELONA.COM : A WHOLE WEBSITE EXPERIENCE
We understood the importance of making the club customers feel valued and rewarded for
their loyalty by being different from our competitors and by offering an original package.

WEB CUSTOMER EXPERIENCE

• Interactive Website: Customers can experience a 3D virtual Club tour by clicking the menu
options.

• Up-to-date Club events: Customers can check up-to-date info of upcoming events and
learn about special offers and promotions.

• Loyalty reward programme: Only customers registered on-line to the loyalty reward
programme can access to exclusive privileges and benefits at the Club.

• Feedback & Mailing forms: We offered an on-line form to keep up with the Club news by
creating mailing lists and also forms where our customers could tell us what they thought of
our products and promotions, which was paramount for our business growth.

• On-line store: Customers can purchase on-line brand merchandising.


PROJECTS

WWW.PENELOPEBARCELONA.COM : A WHOLE WEBSITE EXPERIENCE
Also, we realised the importance of attracting customers attention, analysing and knowing a
bit more about our their niches, to be able to develop future marketing strategies and
products.
WEBSITE BACK OFFICE

• Website Positioning: We had to be at the top of the Search Engines list when someone
typed anything related to our business.

• Interface and Speed efficiency: A customer won’t spend more than a few seconds trying
to view a website they’re not sure they want to see. We had to get there fast and impact
them catching their eye from the very first second.

•Statistics Tracking System Control: We wanted to know who accessed to our website, when
were they doing it and where they were checking it from, to have accurate demographics.

• Website Content Management System (CMS): Our website content had to be updated
anytime from anywhere by different users on the move. An efficient CMS allowed to manage
this.

• Website compatibility and performance with main Browsers and Smartphones: Everyone’s
lifestyle is different, so their preferred browsing device. We wanted to reach everyone.


PROJECTS

WWW.THEONEBARCELONA.COM & FACEBOOK
Objective: Offer customers clear, easy, quick, non-hassle interface with useful Club
info, Artists, Events and latest activities to complement the Club’s experience.

Social Link: For those customers that “Like” the Facebook Page, can follow
upcoming events, check their videos and pictures taken at the event, tag
themselves and their friends and check-in to Facebook Places to share with their
contacts where they are.

MAIN WEBSITE: THE ONE BARCELONA EASY TO USE INTERFACE AND CLEAR INFO CHECK-IN, VIEW VIDEOS,
PICTURES & TAG FRIENDS


TECHNICAL ASPECTS TO CONSIDER FOR A SUCCESSFUL SOCIAL & DIGITAL PROJECT

• Search Engines Positioning

• Interface, performance and Speed efficiency

• Implement a Statistics Tracking System Control

• Efficient Content Management System (CMS)

• 100% Compatibility and optimum performance with target devices


THANK YOU!
Carlos Martínez Portell
Mob: (+34) 630140583
carlosmartinezportell@gmail.com
http://es.linkedin.com/in/carlosmportell


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