interactive marketing101 cl2009 en

Mauricio Olguin Interactive Director. Wunderman Chile

Interactive Marketing 101 Oct. 2009



Agenda 1.  Introducing Interactive Marketing

2.  The Facts

3.  The Power of Three 3.1 Digital Trends

3.2 Cases

3.3 Opportunities and Challenges


1. Introducing Interactive Marketing

Mauricio Olguin Interactive Director. Wunderman Chile 4

“I skate to where the Puck is going to be, Not where it has been.”

Wayne Gretzky


The changing landscape

We are living through a paradigm shift in marketing and advertising stimulated by the technology


Slide 7 9 enero 2009

CRM Customers

Really Manage


Consumers are in control

We must engage with consumers as participants and not just as prospects


Ideas for digital marketing are fundamentally different

Ideas need to be designed for participation and not as in the traditional model for broadcasting


So we conceive our ideas as the start and not the end of the conversations

Slide 10 October, 2009


We find the catalyst that sparks the conversations



Content is consumed, shared and reshaped across media


The right conversations change everything



2. The facts


Population, Connectivity, Usage, Spending, Trending


Latin America Internet General Profile

  570 million residents, 170 million people using the Internet

  865% is the growth for the region’s online consumers, since 2000 to 2009



Country Population ( 2009 Est. )

Internet Usage, Latest date

% Population (Penetration)

User Growth (2000-2009) % Users in Table.

Argentina 40,913,584 20,000,000 48.9 % 700.0 % 11.6 %

Bolivia 9,775,246 1,000,000 10.2 % 733.3 % 0.6 %

Brazil 198,739,269 67,510,400 34.0 % 1,250.2 % 39.3 %

Chile 16,601,707 8,368,719 50.4 % 376.2 % 4.9 %

Colombia 43,677,372 18,234,822 41.7 % 1,976.9 % 10.6 %

Costa rica 4,253,877 1,500,000 35.3 % 500.0 % 0.9 %

Cuba 11,451,652 1,450,000 12.7 % 2,316.7 % 0.8 %

Dominican Republic 9,650,054 3,000,000 31.1 % 5,354.5 % 1.7 %

Ecuador 14,573,101 1,634,828 11.2 % 808.2 % 1.0 %

El Salvador 7,185,21 763,00 10.6 % 1,807.5 % 0.4 %

Guatemala 13,276,517 1,320,000 9.9 % 1,930.8 % 0.8 %

Honduras 7,833,696 658,500 8.4 % 1.546.3 % 0.4 %

Mexico 111,211,789 27,400,000 24.6 % 910.2 % 15.9 %

Nicaragua 5,891,199 155,000 2.6 % 210.0 % 0.1 %

Panama 3,360,474 778,800 23.2 % 1,630.7 % 0.5 %

Paraguay 6,995,655 530,300 7.6 % 2,551.5 % 0.3 %

Peru 29,546,963 7,636,400 25.8 % 205.5 % 0.6 %

Puerto Rico 3,966,213 1,000,000 25.2 % 400.0 % 0.6 %

Uruguay 3,494,382 1,340,000 38.3 % 262.2 % 0.8 %

Venezuela 26,814,843 7,552,570 28.2 % 695.0 % 4.4 %

TOTAL 569,212,811 171,833,339 30.2 % 865.7 % 100.0 %

Internet Usage and Population Statistics LTA 2009


LTA MM Internet Users



Behavioral –  Heavy users of e-mail, instant

message services, comunities, general website navigation;

Participation –  YouTube, Wikipedia, Fotolog/

Flickr, Blogs, buzz marketing activities, WOM;

Social networks –  Facebook, twitter, Orkut,

LinkedIn.

Where is the online users in LTA?


Broadband Adoption   Fast adoption of broadband

connections will increase even more the full experience of rich internet applications and web2.0

  Region currently experience growth rates much higher than most regions

  Broadband penetration should achieve 20-25% in 2010


Argentina   Population: 40,913,584   Internet users: 20,000,000

  % Penetration: 48.9 %

  Growth rate (2000-2009): 700.0 %


Brasil   Population: 198,739,269   Internet users: 67,510,400

  % Penetration: 34.0 %   Growth rate (2000-2009): 1,250.2 %


Chile   Population: 16,601,707

  Internet users: 8,368,719

  % Penetration: 50.4 %   Growth rate (2000-2009): 376.2 %


Colombia   Population: 43,677,372   Internet users: 18,234,822

  % Penetration: 41.7 %   Growth rate (2000-2009):

1,976.9 %


Mexico   Population: 111,211,789   Internet users: 27,400,000   % Penetration: 24.6 %   Growth rate (2000-2009):

910.2 %


Venezuela   Population: 26,814,843   Internet users: 7,552,570   % Penetration: 28.2 %   Growth rate (2000-2009):

695.0 %


e-Commerce

  e-commerce is still in early stages when compared to NAM or Europe, but is presenting a steadily and considerable growth over the years. Electronics is the sixth largest category online, with between 11 to 19% of total online sales.


Amazon and Dell and ebay have changed the way people shop by changing how products are defined, recommended, and sold – by the people doing the buying themselves

Rooted in the way the web empowers people


3. The power of three 3.1 Digital trends 3.3 Cases 3.3 Opportunities and challenges


3.1 Digital trends


Social Media Trend

Social media is a conversations.

Content, recommendations, ratings and public

statements created by people using accessible publishing technologies.


People are free and are demanding their voices be heard.

Consumers are demanding that agencies and their clients listen, learn and change

Listen, learn and change

We have changed – we have taken control


People trust people

A person like yourself or a peer

61% trust other people like themselves (as media) - Edelman Trust Barometer, 2006

2006

Diffusion studies found that WOM is 10x more effective than media advertising

2001


Digital marketing and community

Its is all about the audience.

Playing in the digital landscape

Using promotions that give consumers something to talk and that are relevant to our consumers lives

We will tell brand stories that encourage Word of Mouth (WOM) and positive brand experiences


CC Chapman Blogger

Blogs vs Mainstream news media.

Social democrat media

In which some of the work we did started rivalling with traditional media programmes, even though no traditional media executive would have given this work the light of day Every Citizen is a Reporter


of consumers don’t believe that companies tell the truth in advertisements”

“76%

—Yankelowich

Source: Alain Thys: http://blog.futurelab.net


media conversations start with people

Mauricio Olguin Interactive Director. Wunderman Chile We are social media


800 million People Use Social Media Source: Jan. 2008 Strategy Analytics


This is a old idea, Some people are passionate about their interests


Passionate people can influence many

Telephone & Mail facilitated Tupperware Parties We have always shared what we are passionate about


But now, Social software tools are

amplifying our messages, creations and

passions


Slide 43 | 20/4/10 Red Hat Society: they share stories and passions

The Red Hat Ladies is an organization of women who meet for tea wearing red hats and purple dresses.


they use the Web to recruit and stay connected

1.5 million members

50+ women are using: YouTube + Email + Flickr to organize a global movement


4,330,000 images on the Web

853,000 videos on the Web

It’s not just for kids

Mauricio Olguin Interactive Director. Wunderman Chile Social software helps them connect with other women across the globe.

The red hat ladies have spread around the world, showing up in local cultures and places you never would have expected.


Using social software, we network for information, entertainment and freedom


How are we using social software? (Tribs)


Create, Inspire, Facilitate Conversations

What we can do?


We are using GPS to network


Technology facilitates global connections Between pc networks, social people networks and soon things networks

Technology breaks down the boundaries. Today technology facilitates global connections


Marketing to consumers   Consumers are who we work, create and think for…   Consumers are fragmented, into niche audiences with

passions and lives   As creative marketers we should looking to play in the

consumers life   As creators we want our stories to influence human behavior   Consumers want a say in how we create   Consumers want us to tell a story that makes their

conversations more interesting

  Consumer truths –  Make it something I really care about –  Make it fun, credible and memorable –  Make it something I can easily tell others –  Be true, so I don’t like to look like a liar


Create conversations. Experiences

D. A

rma

no

Don’t create digital tactics - create conversations


Digital media. How do they work?

  The Presentation Layer

  The Business Logic

  The Data Layer


The digital medium 1.  Integrated interactive media channels

•  Corporate website •  Microsite •  Email •  Mobile •  Online Media •  On Demand

2.  Immediate Results •  User Clicks •  User Registrations •  Traffic •  Optimization •  All = Engagement measurement factors

3.  Optimization of sites and Online Media campaigns •  Just because we launch it does not mean our job is done - WE’VE ONLY JUST

BEGUN •  The internet is a live and interactive medium where the consumer expects

and often demands fresh and innovative content and experiences


1.  Web 2.0

–  Rapid growth and maturation of Web 2.0 incorporating: Community, Viral, User Generated Content, and messaging

–  Explosion of video content online and microbloging 2.  Mobile moves closer to being a lifestyle enhancer

–  Mobile as a brand extension

–  Mobile how services plataform (maps, share, backup)

–  Impact of Web 2.0 on mobile 3.  Online Search gets personal and more relevant

–  Maps drive geographic content

–  Local Content Explodes

–  Impact of Web 2.0 and mobile on search 4. IPTV

More Digital Trends


1) Web 2.0?


3 key elements of Interactive media


Facebook supports 2500 Colleges and 22,000 High Schools and has added more than 1000 Companies. It just opened its doors to the general public in an attempt to compete with the newer communities.

Classmates.com supports more than 40 million members across more than 200,000 schools. It has recently expanded it’s offerings to its members to include dating services

Creating and supporting communities


del.icio.us lets people make and share lists of websites and then use their own one-word “tags” to define those websites and also lets other people search on those tags… Acquired by Yahoo in 12/05

flickr lets people upload and share their own photos flickr uses tags to help people find photos…. Acquired by Yahoo 2005

People taking control of defining content


Wikipedia’s more than 31 million monthly readers not only rely on the website for information but write, edit, review, validate, and tag the articles too

AstraZeneca and key products such as Casodex, Arimidex, Crestor, Nexium, and Toprol are defined here and referenced by tens of millions of readers a month

Wikipedia: The Most Used Online Reference


Blogger is the #1 blog network online with more than 20 million visitors per month – of whom 19% are 45+ and 14% are 55+ and 82% of whom have a HHI of more than 39k

YouTube owns more than 40 percent of the video-sharing market, with over 60,000 new videos posted daily. The site boasts more than 16 million viewers per month and serves more than 100 million videos a day

Empowering personal content creation


  Better overall:

•  More capable handsets with more features that are easier to use

•  Better networks with more reliability and faster connection speeds

•  Customized content and interactive offerings designed for mobile users

  Functionality where you want it and need it:

•  Get what you want easier with your phone’s help

•  Navigate, search, find in simpler and more powerful ways

•  More local and more on-demand

  Targeted packages designed to fit your lifestyle and needs

•  From brands you trust

•  Unique combinations of content and features in a brand/lifestyle wrapper

2) Mobile enhanced


Brands entering the mobile market

From a brand you trust

Special features and functionality for parents


Mobile Advertising (US)   E-Marketer studies (US) show 800% growth in investments in

Mobile Advertising between 2006 and 2011.

  Promotions based on SMS and distribution of wallpapers and ringtones are still the most common formats of mobile actions. Bluetooth Marketing and voting are starting to be used as well.


Services emerging as capabilities mature

As mobile devices have matured and as access has become more convenient – new services have emerged.


Finding directions has morphed into finding opportunities with the advent of advanced local search capabilities combined with the GPS capabilities of even basic phones

Integration driven by behavior & user needs


Mobile Enhanced   Implications

•  Mobile is growing as a connecting device that enriches a user’s life by access to relevant information on-demand at their moment of need

  Opportunities

•  More than a reminder device – this is now a relationship management tool that should be integrated into every program

•  Mobile penetration very high in the US market but use of data features and services still looking for “killer app”

•  Usage of mobile as another touch-point in a seamless RM program

  Challenges

•  Creating logical and desired “uses” for mobile interaction

•  Even though mobile video creates ad friendly environment – lower penetration in US than other markets


3) Search Evolution   More Local:

•  Data mining capabilities and technologies are enabling new relationships to emerge to add depth and relevance to search

•  Huge explosion in content and advertising for the search portals

  More Geo-Targeted:

•  Local means where you live and work and even where you are now

•  Navigate, search, find in simpler and more powerful ways with advanced map display technology that blends satellite imagery with graphics

  Focus on relevance driving innovation:

•  The notion that finding information is easy but finding the valuable information is hard is driving innovation


The search engines have found new gold in an explosion of revenue from local search advertising as companies and organizations market to local audiences.

Growth and opportunity

Notice how packed this is with Web 2.0 functionality. Yahoo users can search for doctors by the ratings of other users – and can see other user’s comments and recommendations – this is a sea-change moment in Healthcare


Real-world connections with services

Geo-targeting has matured to a standard offering – another way of parsing a search result or finding a more relevant result. Driven by maturing technology and mobile usage.


Search Evolution   Implications

•  User ratings will continue to grow in usage until they cover every category – what we saw in commerce yesterday, what we see in local today, will be ubiquitous tomorrow

•  The power of answers can’t be overstated

  Opportunities

•  Be prepared to define yourself, your brands, your products, your services, your partners, your markets – EVERYTHING

•  Consumer insight can enable development of answers – driving message effectiveness in a world of questions

  Challenges

•  Managing the continuous and empowered scrutiny and feedback of your consumers in the marketplace in real-time

•  Developing and delivering answers


3.2 Cases


Nokia: One of the most transparent marketers in the world


Ford: Puts the product in the hands of social media practitioners


Jeep Share The Experience

Jeep Listens and Features Brand evangelists.

http://www.jeep.com/en/experience/community/urban_ranger/#

  Has added a “Share with Jeep” Function to the top navigation bar

  The “Share” home page facilitates Jeep (brand)-oriented ways to serve up information

  Offers links to user-generated “communities”

  Rewards content creators by featuring their content on the Jeep site.


Pepsi Social Gaming

Rock Band

Partnered with MTV, Pepsi uses people’s desire for notoriety for their mad Rock Band skills to inspire people to create content for the brand.


BurgerKing into social networks

to inspire people to create meta content.

La aplicación sacrifica a 10 amigos en Facebook por un Wopper que se descargaba desde el sitio whoppersacrifice.com que se incorpora a tu perfil.

82.771 personas sacrificaron a233.906 amigos por un Whopper


Nike Plus social app

to inspire people to create meta content.

Los corredores pueden motivarse marcando metas, retando a otros usuarios a carreras virtuales o a alcanzar determinados objetivos, poniéndose en contacto con sus amigos el sitio.

+160 millones de kilómetros

+de 900.000 retos

+1,7 millones de objetivos

+140.000 programas de entrenamiento en todo el mundoVer


Nescafe.cl Brand social network

Conecting People into a comunity of sharing experience. Tips and events of “volver a tomar lo mejor de la vida”

170.000 Members. Grow 70% only in 2H2009 + 70.000 User activities + 30.000 tips and events upload by users + 60.000 coments by users + 30.000 Friends + 100.000 uniques visitors by moth + de 1,8 MM of pages views

Full engagement!

Creamos valor no sólo de la distribución primaria de la marca, sino también del contenido adicional resultante de las interacciones de los usuarios al compartir, participar, y propagar contenido


3.3 Opportunities & Challenges Next 3 years


Mobil broadband 3G

Mobil data and services

Mobile mixing broadcast, interactive, retail and payment system in one device

Mobil + GPS+ Maps+ Navigation

Mobil oportunities


Data flows

Understand the triggers of behaviour

Create new opportunities to connect with consumers

Behavior targeting Social Monitoring


thank you ;o) @molguinm

molguinm


? @molguinm

molguinm


Sources

Wunderman Univertity. Kevin Kelly. Ted.com Joanna Peña-Bickley. Wunderman Internet World Stats Daniel Armano Forrester research Emarketer Jesse James Garrett

@molguinm

molguinm

interactive marketing101 cl2009 en

Business

red hat ladies

wunderman

create meta

social software

wunderman

wunderman

powerful ways

inspire people