Main issues: The secret to effective communication. Understanding the new consumer media behavior at the start of the media process. Creativity becomes core work of media agencies. Truly integrated communication cuts through all lines. The new emerging media trends and companies become the new players in media. My 8 key learnings how to win in media in the future.

1. KONFERENCJA MEDIA TRENDY 2012
19 kwietnia 2012
What inspires me most today after
having left P&G 2 years ago
or
“What I have learnt how you can win
in the future”
Bernhard Glock | Warsaw | April 19, 2012

2. How to win in the social media future
Bernhard Glock
Today Future
Former President,
World Federation of Advertisers
Former Vice President,
Global Media and Communication
Procter & Gamble
President and CEO,
Bernhard Glock
Media Leadership Company
Senior VP, Medialink
2

3. Bernhard Glock
Board Engagements
Media Barter Real time
bidding and ad
optimization
Global telco free
gateway to mobile
marketing Breakthrough Leading mobile
technology shopper
Cross channel harnessing media marketing
digital agency solution solution
3 group

4. Actions for us
1. Know
the digital and social
landscape
2. Understand
Today Your consumer Future
3. Come up with great
ideas that travel
4. Create intentional
communication
5. Listen and measure
4

5. Actions for us
1. Know
the digital and social
landscape
2. Understand
Today Your consumer Future
3. Come up with great
ideas that travel
4. Create intentional
communication
5. Listen and measure + Great
5
Examples

6. Actions for Winning
1. Know
the digital and social
landscape
2. Understand
Today your social consumer Future
3. Come up with great
ideas that travel
4. Create intentional
communication
5. Listen and measure
6

7. 7
From information web to social web

8. 8
Likes all over the place (on 2 million sites)

9. 9
The social players

10. 10
Social familiarity and literacy

11. “In the next 3 years, marketing’s effectiveness will increase,
stay the same or decrease for each of the following
channels:”
Increase in %
Created social media 55
Mobile marketing 51
Online video 50
Email marketing 43
Paid placement in social media 41
Search engine optimization 40
Display advertising 35
Paid search listings 30
TV 21
…
What interactive marketers predict, Forrester Research 2011 to 2016
11

12. 2.5 out of 5
Answer to the question: how well do agencies harness the power
12 of social media, LA Media Festival 2011

13. Actions for Winning
1. Know the digital and
social landscape
2. Understand
Today Your consumer Future
3. Come up with great
ideas that travel
4. Create intentional
communication
5. Listen and measure
13

14. 14
From audience to communities

15. “People have their lives in the palms of
15
their hands” (Esther Lee, AT&T)

16. 16
Social media is like a party

17. 17
Don’t talk at them but talk with them

18. Facebook: 51% who like a brand are more
18
likely to buy from it

19. Nielsen: 68% more likely to remember an ad with
social context, twice more likely to remember the
19 ad, 4 times more likely to purchase

20. Southwest Airlines: fans 362 % more likely
20
to visit the site, 161 % their friends

21. Actions for Winning
1. Know
The digital and social
landscape
2. Understand
Today Your consumer Future
3. Come up with great
ideas that travel
4. Create Intentional
communication
5. Listen and measure
21

22. 22
Platform for connections

23. The line is blurring
23
(e.g. Old Spice “smell like a man, man”)

24. Actions for Winning
1. Know
your digital and social
landscape
2. Understand
Today Your consumer Future
3. Come up with great
ideas that travel
4. Create intentional
communication
5. Listen and measure
24

25. 25
Intentional as you can’t control what people do

26. 26
1. Why do I care? Why do I share?

27. 27
2. Paid – owned - earned

28. 28
3. Social by design

29. Social by design - Tips
Be first with social in a campaign
Be incredibly authentic
Be prepared to interact
Be ready for the word of mouse
Be ready to earn trust, then sell
Be inclusive in your brief
29
(e.g. include social insights)

30. And this environment doesn’t always welcome brands
Consumers don’t want to be bothered by brands...
China USA Brazil
17 23 19
53 60 52
Total number of brand friends
% who do not want to be bothered by companies or organisations in social networks
Global Webcast
© TNS 2011 30

31. And this environment doesn’t always welcome brands
Consumers don’t want to be bothered by brands...
Poland Germany Russia
21 21 8
51 52 56
Total number of brand friends
% who do not want to be bothered by companies or organisations in social networks
Global Webcast
© TNS 2011 31

32. The new communication
connect
engage
inspire
experience
advocacy
32

33. Actions for Winning
1. Know
your client/brand
2. Understand
Today your digital consumer Future
3. Come up with
purposeful ideas
4. Create relevant
communication
5. Listen and measure
33

34. 34
Quantity and Quality

35. 35
Set benchmarks (e.g. % paid – owned – earned)

36. Listen, measure, act
e.g. Coca-Cola NA opened a listening review, searching for a social monitoring agency
e.g. ROI, # of friends, fans, likes, re-tweets, mentions, followers, level of engagement
36

37. Marketing must become indisputably
socially responsible
37
#8 of Marketer’s Constitution (ANA, USA)

38. Case
studies
Show and talk
videos
The Bernhard Glock Media Leadership Company
Bernhardglock@Media-LC.com
38

39. To summarize: actions for us
1. Know
the digital and social
landscape
2. Understand
Your consumer
3. Come up with great
ideas that travel
4. Create intentional
communication
5. Listen and measure
39

40. This requires change
40

41. Change video
Change video
41

42. 42
I wish you all the courage to change

43. Winning in the future
In Poland
43

44. Any more
winning
questions ?
The Bernhard Glock Media Leadership Company
Bernhardglock@Media-LC.com
44