digital winners, mike berry, lote 2011

© Mike Berry Associates 2011

DIGITAL WINNERS MIKE BERRY

BRATISLAVA, APRIL 19 2011


HELLO, I‟M MIKE BERRY

Ex-Procter & Gamble, Wunderman (Y+R), Euro RSCG,

Ex-Head of Digital EMEA for Jack Morton (Interpublic)

Author of „The New Integrated Direct Marketing‟ (Gower)

In digital marketing since 1995 (ish)

Adjunct Professor of Digital Marketing at Hult International Business School

Digital Trainer/ Consultant for Econsultancy, CIM, IDM


BRANDS I HAVE WORKED WITH...


SHOW OF HANDS PLEASE...

Who‟s using:Online display advertising?Search Engine Optimisation (SEO)?Pay Per Click Advertising (PPC)?Social Media Marketing?

THE WORLD‟S GONE CRAZY



TODAY‟S SESSION

DIGITAL WINNERSREAL CASE HISTORIES

REAL BRANDS

REAL WORLD

-ALL WINNERS!

TRENDS: What’s Next?

QUESTIONS


TRYING TO KEEP UP WITH DIGITAL

“As we know, there are known knowns. There are things we know we know.

We also know there are known unknowns. That is to say we know there are some things we do not know.

But there are also unknown unknowns, the ones we don’t know we don’t know.”

Donald Rumsfeld,former US Secretary of Defense

at Press Briefing February 12, 2002 after Confucius


SOCIAL MEDIA

Everyone‟s doing it...

How to achieve „immediacy‟ subject to appropriate controls?

“Some brands shouldn't be

on Twitter”!© LaComunidad


SOCIAL MEDIA

“Social Media is like teen sex. Everybody wants to do it. Nobody knows how. When it‟s finally done, there is surprise it‟s not better.”

Avinash Kaushik


SOCIAL MEDIA REVOLUTION

The internet isn’t written in pencil, Mark, it’s written in ink”.


JARGON

New media

E-marketing

Interactive

DIGITAL

Online

-


It doesn't really matter what wecall it –it‟s how we think and what we do...

-

JARGON


CAMEL CIGARETTES

VIDEO, CAMELS TV AD


WE‟VE COME A LONG WAY...

CLICK

http://free-loops.com/4472-dial-up-sound.html


MAGICAL AND REVOLUTIONARY TIMES

Changing everything. Again and again.

16


SO WHO‟S DOING WHAT?


THE BRAND – SportsShoes.com


THE BRAND – SportsShoes.com

Established in 1982 by Bruce Bannister, professional footballer

First mail order, now ecommerce

Offering over 3,000 products

Committed to providing the widest range of products, at the best value, combined with excellent customer service.


THE CHALLENGE

Online sports retailer SportsShoes.com had the aim of increasing natural search visibility, traffic and revenue

The goal was to achieve no. 1 position in Google search for term “running shoes”

To increase paid search sales volume within a CPA target of 7 GBP


THE SOLUTION

Agency Propellernet adopted a blend of paid search, on-page SEO work and search PR (SEO PR)

Key idea: bringing together the technical SEO specialists and communication specialists to identity opportunities and then offer quality content to the relevant sites.


IN THEIR OWN WORDS

Video / Propellernet, Stefan Hull


THE SOLUTION

The paid-search campaign analysed historic conversion data to identify keyword gaps and focus on terms which provided a large number of sales while maximizing ROI

By conducting natural search audits, the agency provided SportsShoes.com with a comprehensive list of on-page recommendations

This was supported by a natural search PR strategy, including product placement on lifestyle websites


RESULTS

SPORTSHOES.COM MOVED FROM GOOGLE SEARCH PAGE THREE TO NO. 1 FOR KEYWORD “RUNNING SHOES”

PAID SEARCH CPA WAS REDUCED FROM 8.4 GBP TO 6.9 GBP

WINNER OF NEW MEDIA AGE EFFECTIVENESS AWARDS 2010 FOR SEARCH


RESULTS


KEY LEARNINGS

COMBINING PR WITH SEO MAKES A POWERFUL TOOL

PPC AND SEO SHOULD WORK TOGETHERREMEMBER BING...OPTIMISATION IS A CONTINUING

PROCESS!


THE BRAND: TIPP-EX


THE BRAND – TIPP-EX

A brand of the BIC Group

An old-fashioned stationery product

The market leader in Europe

Targeting students and office workers


THE CHALLENGE

Needed to remain relevant in the internet age

Boost sales during the back-to-school period

Become the preferred correction brand amongst students


CREATIVE SOLUTION – SHOOT THE BEAR

PRODUCT INSIGHT: Tipp-Ex helps me to “re-write the story.”

VIDEO:http://www.youtube.com/watch?v=4ba1BqJ4S2M

http://www.youtube.com/watch?v=4ba1BqJ4S2M

http://www.youtube.com/watch?v=4ba1BqJ4S2M


30 sec YouTube video with two options at the end – to shoot the bear or not.

The viewer is then taken to the „Tipp-Experience‟ (a page that looks like a YouTube video, but is a full-page Flash file.)

The viewer is able to type in any keyword (verb), re-write the story and change the interaction between the bear and the hunter.

42 different endings were produced (dances, fights, etc)

Paid YouTube banner for the first 24h of the campaign

Seedings through social mediaOnly online, no other media used




Video: Agency story


QUESTION:

What was the most popular „search term‟ used for:

A hunter------a bear

???


ANSWER:

The most popular „search term‟ was:

A hunter fucks a bear

!!!


RESULTS

ONE WEEK AFTER THE LAUNCH: -THE CAMPAIGN TEASER HAD BEEN SEEN MORE THAN 4 MILLION

TIMES -THE CAMPAIGN HAD BEEN PUBLISHED BY HUNDREDS OF BLOGS,

SHARED MORE THAN 120 000 TIMES VIA FACEBOOK AND TWEETED MORE THAN 10 000 TIMES!

-THE CAMPAIGN HAD APPEARED ON TV, RADIO AND IN PRESS ARTICLES (ON AND OFFLINE) WHERE IT WAS DESCRIBED AS AN “INNOVATION SHOWING YOUTUBE‟S FUTURE”.

-EACH USER:-SPENT, ON AVERAGE, 6 MINUTES VIEWING THE CAMPAIGN;USUAL AVERAGE TIME SPENT IS 2 MINS-MADE MORE THAN 15 KEY-WORD REQUESTS DURING A VISIT


RESULTS

BEFORE THE CAMPAIGN, TIPP-EX HAD AROUND 100 + SOCIAL MEDIA MENTIONS PER DAY.


RESULTS

12 MILLION VIEWS FOR THE TEASER CLIP +

MORE THAN 30 MILLION VIEWS FOR THE TIPP-EXPERIENCE CHANNEL. (TARGET 1 MILLION VIEWS)

217 COUNTRIES CONNECTED TO THE TIPP-EXPERIENCE PAGE

SALES INCREASE MORE THAN 25% YEAR ON YEAR

HIGH ROI: ALL FOR TOTAL INVESTMENT OF 700 000 EUR


KEY LEARNINGS

REACH YOUR AUDIENCE THROUGH A RELEVANT CHANNEL

UNIQUE SOLUTIONS SPREAD QUICKLY BUT THE BUZZ FADES QUICKLY AS WELL

CREATIVE SOLUTIONS CAN WORK FOR “BORING” PRODUCTS

„PLAYABILITY‟ („GAMIFICATION‟) DRIVES VIRAL SUCCESS


THE BRAND – BURGER KING


THE BRAND – BURGER KING

Began in Jacksonville Florida in 1953

The Whopper introduced in 1957

Public since 2006

More than 12 000 outlets

73 countries

More than 11 million customers daily


THE CHALLENGE

Highly Competitive fast food market

Need to stand out

Social media important to key youth audience

Brand attitude is „edgy‟


CREATIVE SOLUTION – WHOPPER SACRIFICE

Burger King released a Facebook app called Whopper Sacrifice.

Users „unfriend‟ 10 friends to receive a free Whopper burger coupon.

The sacrifices appear in your news feed

“Sarah sacrificed John for a free Whopper.”


CREATIVE SOLUTION – WHOPPER SACRIFICE


RESULTS

Video


RESULTS

BUT FACEBOOK DISABLED THE APP!"We encourage creativity from developers and brands using the Facebook Platform, but we also must ensure that applications follow users' expectations of privacy. This application facilitated activity that ran counter to user privacy by notifying people when a user removes a friend. We have reached out to the developer with suggested solutions. In the meantime, we are taking the necessary steps to assure the trust users have established inFacebook is maintained."


RESULTS

APPLICATION INSTALLED NEARLY 60,000 TIMESin a matter of days

NEARLY 20,000 WHOPPER COUPONS SENT OUT

OVER 200,000 FACEBOOK FRIENDS DELETED

BUT

BK FEWER LOYAL CUSTOMERS VS McDONALD‟S

LOWEST SOCIAL CURRENCY RANKING IN THE CATEGORY

<Ref: Vivaldi Partners, Social Currency Report 2010>


SUMMARY: BURGER KING Vs. McDONALD‟S

BURGER KING – 2 CAMPAIGNS IN TOP 10 OF THE DECADE, BUT:

FORTUNE MAGAZINE:

“Burger King has limped its way through the recession, losing sales and market share even as its rival McDonald's has thrived!”


SUMMARY: BURGER KING Vs. McDONALD‟S


KEY LEARNINGS

CONSIDER FACEBOOK‟S “POWER” TO BLOCK CAMPAIGNS

„TALK IS CHEAP‟: BEING SOCIAL DOESN‟T ALWAYS INCREASE BRAND LOYALTY

THE CFO WANTS TO SEE MORE THAN FRIENDS/ FANS


THE BRAND – COMPARE THE MARKET


THE BRAND – COMPARE THE MARKET

Car insurance price comparison site in the UK

In their own words:

”comparethemarket.com is designed for everyone who has better things to do with their time than look for insurance!”


THE CHALLENGE

Cluttered and competitive market

Low interest, low creativity

„Distress purchase‟


CREATIVE SOLUTION


CREATIVE SOLUTION

“Market”

Meerkat


CREATIVE SOLUTION – COMPARE THE MEERKAT

INSIGHT

Google AdWords prices:

“Compare The Market” = 5 GBP per click

vs. “Compare The Meerkat” = 0.05 GBP per click



VIDEO



Use of social media:

3,865 tweets; 36,424 following; 41,414 followers


UK GOES MEERKAT MAD!


RESULTS

TRAFFIC TO COMPARETHEMARKET.COM UP BY 186% IN THE FIRST 12 WEEKS

QUOTE FIGURES INCREASED BY 80%

COST PER QUOTE REDUCED BY 73%

INCREASED MARKET SHARE OF UK INSURANCE COMPARISON SITE VISITS BY 76% IN FIRST 9 MONTHS OF THE CAMPAIGN

MONEYSUPERMARKET.COM LOST 25% OF VISITS, CONFUSED.COM DROPPED 5% AND GOCOMPARE LOST 32%


RESULTS

LOTS OF FREE PUBLICITY

NEW MEDIA AGE EFFECTIVENESS AWARD

CHRISTMAS 2010 “A SIMPLES LIFE” WAS THE 2nd BEST SELLING BOOK IN UK (!)

A LONG-LASTING CAMPAIGN:

NOW IN ITS THIRD YEAR


VIDEO – WHY MEERKAT IS SUCCESSFUL

Michael Nutley, New Media Age


SUCCESS FACTORS AND KEY LEARNINGS

INTEGRATED PLATFORM USAGE – TV, WEBSITE, FACEBOOK, TWITTER

BRAND RE-ENFORCEMENT – THE CREATION OF A SPOOF SITE CALLED „COMPARE THE MEERKAT‟ AS FORM OF BRAND EXTENSION. AFTER SEVERAL EXPOSURES TO THE TV AD, „COMPARE THE MEERKAT‟BECOMES SYNONYMOUS WITH „COMPARE THE MARKET‟

USE OF HUMOUR – VIRAL ELEMENT (VIA YOUTUBE, FACEBOOK)

DANGER OF LOSING THE BRAND BEHIND ORLOV THE MEERKAT?


SUCCESS FACTORS AND KEY LEARNINGS

IDENTIFIABLE CHARACTER – SOMETHINGFAMILIAR AND LOVEABLE ABOUT THE BRAND.

COMPARE THE MARKET IS A „DRY‟ COMPARISON SITE AND AGGREGATOR.

ALEKSANDR OF COMPARE THE MEERKAT IS HUMOROUS AND WARM

USE OF SOCIAL MEDIA TO CREATE LONG-LASTING CONVERSATION

HIGH-QUALITY EXECUTION



VIDEO /bloopers


Simples!


THE BRAND – SVT Play

SVT is Sweden's public service broadcaster, and SVT Play is their on-demand web service.


THE CHALLENGE

When launching SVT Play app for iPhone, SVT had no idea when Apple would approve it

Also, they needed to inform Swedish iPhone users about the release of the SVT Play application

Wanted to make people feel part of SVT

Dependent on the Apple process,,,


THE SOLUTION – DEAR STEVE JOBS!

All the SVT Play fans were invited to participate in a campaign, trying to get the app approved as quickly as possible

The campaign was addressed directly to

Apple's CEO Steve Jobs!


THE SOLUTION – DEAR STEVE JOBS!

VIDEO: http://demo.fb.se/e/svt/dsj

http://demo.fb.se/e/svt/dsj


THE SOLUTION – “DEAR STEVE JOBS”!

www . DEARSTEVEJOBS . com


RESULTS

THE CAMPAIGN IMMEDIATELY SPREAD ON FACEBOOK, TWITTER, BLOGS

REACHED 100,000 INTERACTIONS IN 24 HOURS

OVER 400,000 INTERACTIONS IN TOTALNB. THERE ARE APPROXIMATELY 500,000

IPHONE OWNERS IN SWEDEN. WHEN THE APPLICATION WAS APPROVED AND

RELEASED IT BECAME THE MOST DOWNLOADED WITHIN MINUTES


RESULT

THE CAMPAIGN WAS COVERED BY EDITORIAL MEDIA ALL OVER THE WORLD

-WITHOUT SPENDING A CENT ON PAID MEDIA!


IN THEIR OWN WORDS:

FILIP NILSSON, FORSMAN & BODENFORS

-VIDEO


KEY LEARNINGS

THINK OUT OF THE BOX

LATERAL THINKING CAN PRODUCE SURPRISING RESULTS

PAID MEDIA IS NOT THE ONLY OPTION


THE BRAND – ALADDIN


THE BRAND – ALADDIN CHOCOLATES

Owned by Kraft Foods Sweden / Marabou

A box of chocolates

70 years in Swedish homes

Well-known and appreciated


THE CHALLENGE

Aladdin had changed so much in appearance and content that it had lost its traditional values and „magic.‟

For Christmas a new praline chocolate was going to be added to the box.


THE CREATIVE SOLUTION

Instead of talking about the new chocolate, Aladdin decided to focus on “the praline that would have to leave, to make room for the new one”

They let the Swedish people decide which chocolate would have to go!


THE CREATIVE SOLUTION

PROMO VIDEO


RESULTS

400,000 VOTES IN 4 WEEKS

(approx 5% of the Swedish population)

MEDIA COVERAGE 33 MILLION

THE 4th FASTEST GROWING FACEBOOK APPLICATION IN THE WORLD

SALES UP BY 26,5%

ALADDIN‟S MARKET SHARE UP BY 2,8%

REVENUE INCREASE OF 44%


ADVICE FROM THE CREATORS

VIDEO /PR STRATEGY (Tom Beckman)


KEY LEARNINGS

IDEAS CAN JUST „TAKE OFF‟; CANNOT PREDICT VIRAL SUCCESS

STRONG IDEA, HUMOUR AND NOSTAGLIA

LEFT-FIELD APPROACHES OFTEN WORK BEST


THE BRAND – OLD SPICE


THE BRAND – OLD SPICE

American male grooming brand

Originally launched in 1934

Later acquired by P&G

The first „male body wash‟


THE CHALLENGE

Intense competition

Slow sales in recent years

Over 50% of body wash purchases by women


THE CREATIVE SOLUTION 1 – TV ad

Promoting the idea that Old Spice has the “manliest scents on the planet”, celebrates the importance of “smelling like a man”.

TV ad created for dual audience: men and women.


THE CREATIVE SOLUTION 2 – YouTube

A team of creatives gathered in secret location in Portland, Oregon and produced 87 short comedic YouTube videos about Old Spice. In real time!

Everybody loved it!


HOW DID THEY DO IT?

Real-time responses to user comments/questionsposted on Digg, Twitter,Yahoo Answers, and Facebook

Two full days– creatives, digital strategists, community managers, developers and editors all sitting in the same area at the same time….

The creatives wrote the scripts. Scripts were sent to the teleprompter. Isaiah did shots, sometimes in a single take. Exported to editors, uploaded to YouTube, and then posted on Twitter….

REAL-TIME ADS!


CREATIVE SOLUTION

VIDEOS /youtube responses

http://www.youtube.com/results?search_query=old+spice+response&aq=1




RESULTS

ON DAY 1 THE CAMPAIGN RECEIVED ~6 MILLION VIEWS

(MORE THAN OBAMA‟S VICTORY SPEECH!)OVER 40 MILLION VIEWS AFTER THE FIRST

WEEKOLDSPICE.COM WEBSITE TRAFFIC UP 300%THE OLD SPICE YOUTUBE CHANNEL BECAME THE

ALL-TIME MOST VIEWED CHANNELTHE CAMPAIGN GENERATED 1.4 BILLION

IMPRESSIONS IN 6 MONTHS


RESULTS

THE CAMPAIGN INCREASED SALES BY 27% OVER 6 MONTHS SINCE LAUNCHING (YEAR ON YEAR)

IN 3 MONTHS SALES WERE UP 55%

AND IN THE LAST MONTH SALES WERE UP 107% FROM THE SOCIAL RESPONSES CAMPAIGN WORK

OLD SPICE IS NOW THE #1 BODY WASH BRAND FOR MEN.

CANNES GRAND PRIX FOR THE TV FILM


KEY LEARNINGS

REAL-TIME DRIVES THE WEB

TV IS STILL POWERFUL AND IMPORTANT

SOCIAL MEDIA CAN AMPLIFY THE EFFECT OF TRADITIONAL

STRONG IDEAS CROSS CHANNELS


KEY LEARNINGS FROM THE CASES (1)

MAKE USE OF EXISTING SYSTEMS AND DATA (e.g GOOGLE TOOLS, YOUR OWN DATA, PARTNERSHIPS WITH AFFILIATES AND KEY INFLUENCERS)

CANNOT PREDICT VIRAL SUCCESS BUT A STRONG IDEA IS THE MOST IMPORTANT THING – THINK CREATIVELY AND OUT OF THE BOX, AS UNIQUE SOLUTIONS SPREAD QUICKLY

INTEGRATED MEDIA OFTEN WORKS BEST, TV IS STILL IMPORTANT AND SOCIAL MEDIA HELPS TO CREATE LONG-LASTING CONVERSATIONS


KEY LEARNINGS FROM THE CASES (2)

KNOW YOUR AUDIENCE: FOR MEDIA AND CREATIVE

HIGH-QUALITY EXECUTION IS CRUCIAL

REMEMBER ALTERNATIVE PLATFORMS (ANDROID, BING)

DIGITAL MARKETING IS AN ONGOING PROCESS: KEEP TESTING AND OPTIMISING


QUESTION:

Why couldn't this ad have aired 10 years ago?

VIDEO


ANSWER:

Call to action: go to the Facebook page!

ANSWER...


WHAT‟S NEW? / WHAT‟S NEXT?


TRY TO KEEP UP!

“WHEN YOU ARE THROUGH

CHANGING… YOU ARE THROUGH.”

BRUCE BARTON


TRY TO KEEP UP!

“WHEN YOU ARE THROUGH

CHANGING… YOU ARE THROUGH.”

BRUCE BARTON

Founder: Batten, Barton, Durstine and Osborne (BBDO)

7,200 employees in 287 offices in 77 countries


NOTHING LASTS FOREVER...

NEWS

iPad 2

Facebook messages

Nokia-Microsoft alliance

BlackBerry PlayBook

Google „Plus One‟

Bing market share!

+++


THE NEW EU PRIVACY ICON


GOOD BEHAVIOUR...


www.youronlinechoices.eu

EU Privacy directive

Need to tell consumers

about cookies

New icon

Standard format


WHAT‟S NEW? / WHAT‟S NEXT? LOCATION-BASED SERVICES

FACEBOOK PLACES:

the long-awaited feature that brings location-based functionality to the most popular social network in the world

USE THE SMARTPHONE APP TO...

...SHARE YOUR LOCATION WITH FRIENDS

...FIND OUT WHERE YOUR FRIENDS ARE

...DISCOVER PLACES NEAR YOU

...ADD PLACES

...TAG PEOPLE WHO ARE WITH YOU


WHAT‟S NEW? / WHAT‟S NEXT? DEALS


WHAT‟S NEW? / WHAT‟S NEXT?

???


WHAT‟S NEW? / WHAT‟S NEXT? VISUAL SEARCH

No need to type?Or translate?Or think?

VIDEO

DO-YOU “PLUS-ONE” IT?

http://www.youtube.com/watch?v=OAyUNI3_V2c







THE NEXT BIG THING?

Quora is a continually-improving collection of questions and answers created, edited, and organized by everyone who uses it. The most important thing is to have each question page become the best possible resource for someone who wants to know about the question.

CALL IN „THE HIDDEN PERSUADERS...‟


JUST REMEMBER: IT‟S PUBLIC. FOREVER!

CHECKLIST BEFORE POSTING ANYTHING – ANYWHERE:

ASSUME YOUR BOSS READS/SEES EVERYTHING THAT YOU POST

ASSUME YOUR BIGGEST CLIENT READS/SEES EVERYTHING THAT YOU POST

ASSUME YOUR BIGGEST COMPETITOR READS/SEES EVERYTHING THAT YOU POST

ASSUME YOUR MUM READS/SEES EVERYTHING THAT YOU POST

ASSUME YOUR CHILDREN WILL READ/SEE EVERYTHING THAT YOU POST!!!


LOOKING AHEAD


SEEN THIS?

HOW DO YOU CONSTRUCT A SOCIAL MEDIA STRATEGY?http://whatthefuckismysocialmediastrategy.com/

http://whatthefuckismysocialmediastrategy.com/


DON‟T EMBRACE „THE FUTURE‟ FOR THE SAKE OF IT

“The future’s already here, it’s just

unevenly distributed.” William Gibson,

1999

Source: Blue Latitude/ ISBA


PAST AND PRESENT WILL ALWAYS CO-EXIST

The past is still here too – it’s just

so evenly distributed that it blends

into the background


REMEMBER THE „OLD STUFF‟ STILL WORKS!

AND REMEMBER: CLICKS AREN‟T SALES



SO WHAT HAS DIGITAL MARKETING ADDED?


MORE ARROWS IN YOUR MARKETING QUIVER

<Photo credit: Flickr: David de Groot>


Gerd Leonhard 2010


DIGITAL WINNERS MIKE BERRYBRATISLAVA, APRIL 19 2011

IT‟S TOUGH OUT THERE...


DON‟T PANIC!

DO WHAT YOU KNOW WORKS

TRY SOME NEW STUFF

SET OBJECTIVES

MEASURE AGAINST YOUR KPIs

DO IT AGAIN (AND BETTER!)



GOOD LUCK AND SEE YOU ON LINKEDIN!

MIKE BERRY

Twitter: @mikeberrytweetsblogbymikeberry.blogspot.comhttp://uk.linkedin.com/in/mikeberrylinkedin