driving engagement with consumers across digital channels dialog konferenzen 2014

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Luisella Giani!27th August 2014!

Driving Engagement with Consumers across digital channels !

@luisella!#dk14!

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Luisella Giani!

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2003/06

Digital Revolution Milestones!

1989

World Wide Web! invented at CERN!

1994/98 Cluetrain Manifesto! web 2.0!blogosphere!

2001

Social media revolution!

2007

iPhone introduction.!Mobile revolution!

2010/13

2013

The “wearable”era !IoT!Quantified self!!

Drones !delivery!2015

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The Social Media Revolution!

https://www.youtube.com/watch?v=zxpa4dNVd3c

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Who is the Super-powered Consumer ?!

Consume information through !Twitter, Facebook, Linkedin and other social media

Appreciate conversations with the brand !rather one –way advertisement!

Expects brands to be active in social !listening, engaging,responding!

Learn about new products ! ! as well through social media.!

Wise towards promotions.! Trusts only relevant information.!

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Contemporary shopping journey!

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Where are the conversions?!

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The Fashionistas!100 likes!

The Conservatives!100 email sent!

The Beginners!1 online catalog!

Dig

ital i

nten

sity!

Transformation Management intensity!

The Digerati!999k! 100k! 7k!

Companies attitude towards Digital !

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INDUSTRY:! Tire business!

TYPOLOGY:! Traditional company!

ORGANIZATION:! Matrix organization, cross dept role!

BRANDS:! Goodyear, Dunlop, Fulda, Sava!

APPLIED TO:! Europe, Middle East, Africa, +30 languages, +45 countries !

TIMING:! 18 months!

The challenge!

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1 Define key channels!

2 Harmonized architecture and brand consistency!

3 Start tracking: KPIs framework and scorecards!

4 Traffic building strategy!

Digital Strategy definition!

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People still visit your website? Go

Enter your site URL!

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Websites: key digital engagement channel!

Still 40% visit your website ONLY!

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New sites live Jun 2012

Target: ROPO, IN THE MARKET!Focus on: CONVERSION and PRODUCT!HOW:!§  Full redesign and review of the purchase funnel!§  Introduction EU labeling!§  Common architecture: same wireframes and

template for all brands, differentiation at CSS level: time to market for +145 sites 2 days/brand , total 1 week (vs previous 18months)!

§  User centric approach content and usability !§  Google Analytics and KPIs !

2011

Websites: key channel !

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Cost saving: !not buying and maintain a separate domain!!Traffic: !driving traffic to websites!!Sell out campaign: !Spain, Hungary, Czeck Republic, Slovakia!!

+135,33 %!increase in visits!

Traffic building strategy!

Online traffic dispersion!Goodyear case history: !

Integrating local microsites into brand websites !!

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Will .com still be the King in 2015?!

ICANN will itroduce nearly 2000 new domains !in the next 2 years!

!!!

Categorize the Internet in verticals!

!

Reinvent marketing

campaigns and create new

internet business models!

Assign secure authenticity and

credibility to brands!

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Create local languages

domains (IDN)!Internationalized Domain Name!

Current domains 23 TLD 245 country codes!

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.xyz will be the new .com?!

24% 48%

.xyz .berlin .club .guru

.wang .photography .email .link

.在线 .today Other

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Germany!Theme:! promotion!#fans: 1.000!

Goodyear USA!Nascar, !US Army & blimp!#fans blimp: 12.000!

France!Theme: !security!#fans: 11.000!

AGGRESSIVE!

COST PLAYER!FAMILY

Turkey!Theme: !#fans 683!

avg. 2.273 fans per page 18 markets: inconsistent positioning, heavy fragmentation

NO CONTENT STRATEGY!

2011 Social Media Audit !

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One Fan pageyes, just one.!

Social Media Strategy!

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Find your own distinctive, unique Social Identity !Oreo example: Real-time marketing!Design wins!

Branded content on Social Media!

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Design the Drive!

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+ 30.000 fans in 3 weeks

Local activaction: La ruta de tus suenos!

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Company digitalization!

DECENTRALIZED! CENTRALIZED! HUB and SPOKE!

2011! 2012! 2015!

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Is still worth to be on Facebook?!

Social Media: key digital engagement channel!

Pinterest content sharing grew 19% in 2013

Facebook only grew 15%, while Twitter fell to 8%.

Facebook is seeing a decrease

in daily users, “specifically

among teens”.

Google+ is 2nd in terms of monthly

visitors behind

Facebook.

400 million Snapchat

photos and videos are received every day.

400!million!

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…that lives forever!!

http://www.dailymotion.com/video/x1vrhv6_chef-movie-clip-that-lives-forever-2014-hd_shortfilms

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Video will dominate more and more!

VIDEO:!100 hours of video are!uploaded to Youtube every!minute.!!2/3 of the world’s data will!be video by 2017 Branded Vines are 4 timesmore likely to be seen than a branded video.!!The :06 Vine is the new :30 commercial!

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Content and UGC still rocks!

Content Marketing!Business who blog gets 67% MORE leads than those who don’t.!!In 2011 Google’s Panda update penalized low quality content sites& their Hummingbird update de-emphasizes keywords in favor of conversational search.!!58% of B2B companies plan to increase their content marketing budget in 2014!

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UGC+ Viral = Meme!

2° century A.D. Abracadabra 2009 Eternal moonwalk 2012 Gangnam style 2013 Harlerm shake 2014 Ice Bucket challenge

A meme is “an idea, behavior, or style that spreads from person to person within a culture.”

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Had it to be done? !

ps://www.youtube.com/watch?v=6w4Gqt-ljb4

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Mobile: 6 years after iPhone introduction !

http://youtu.be/qGdlz16S1Ic

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v Mobile: key channel!

74% smartphones owners use location based services!47% want to receive mobile coupons from retailers based on their location!91% of adults have their mobile phones within arm’s reach 24/7!!Location-targeted campaigns: forecast ad spend of $5.8 bil by 2016!

4.1 bln !Mobile Phone !worldwide !

SMS 68.7%!Frequent text !users!

97%%!of text messages are !opened which 83% 1 hr!

74%!smartphones owners !use location based !services.!

!

47%!% want to receive!mobile coupons from !retailers based on !their location!

!

91%!of adults have their !mobile phones within !arm’s reach 24/7!

!

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What’s next?!

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Resources!

ZMOT video!http://youtu.be/g40rrWBx2okJourney!ZMOT multiscreen studies http://www.thinkwithgoogle.com/research-studies/the-new-multi-screen-world-study.html CAPGEMINI&MIT study!http://www.capgemini.com/resource-file-access/resource/pdf/The_Digital_Advantage__How_Digital_Leaders_Outperform_their_Peers_in_Every_Industry.pdf ICANN !http://ntldstats.com !MEME!www.eternalmoonwalk.com DATA SOURCES!www.socialmediab2b.com www.dailybreakmedia.com www.bluespiremarketing.com www.factbrowser.com/tags/location-based_services www.mediabistro.com/alltwitter/vine-facts-tips-b48833

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Luisella Giani!

@luisella! luisella.giani! linkedin.com/in/luisellagiani!

luisella.giani@gmail.com!