reading room singapore presentation to henley / brunel mba singapore alumni by adam portlock 16 june...
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Reading Room Singapore presentation to Henley / Brunel MBA Singapore Alumni by Adam Portlock 16 June 2011TRANSCRIPT
• MBA Henley Business School
• Reading Room Marketing Director
• 12 years prior experience in Aerospace serving Rolls-Royce
• Published author on sponsorship and ambush marketing
Me – Adam Portlock…
Reading Room…
• Digital specialist - web, social, mobile
• 180 staff across Singapore, UK, Australia
• European Gold marketing award winners
• Forrester rated – top digital branding
• Marketing – marketing directors’ favourite digital agency
Agenda
The context of social media and the Internet
Where we are now
Looking to the future
Five takeaway practical tips
Quick Henley / Brunel MBA survey?
Convergence
From:
Single corporate website
To:
Multi-channel, digital presence
Welcome to the revolution
The Cluetrain Manifesto
• A powerful global conversation has begun.
• Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter - and getting smarter faster than most companies.
• The original browser
What is social media?
So why does social media matter?
Social media revolution 2011
http://www.youtube.com/watch?v=3SuNx0UrnEo
Who uses social media?
• Global reach across demographics
• Free access, ease of use, immediacy
• In Singapore• 3.6 million internet users, 82% use social networks • Facebook 4th most popular site, behind Google,
Microsoft, and Yahoo sites
So why is this channel so different?
• We are used to broadcast, this is narrowcast
• We are used to push, this is pull
• This is not controlled by big businesses – it’s controlled by users
The current landscape
• Marks & Spencer has charged more for bras sized DD or above on the grounds that they cost more to make.
• Through Twitter and Facebook consumer Beckie Williams gathered a 15,000 strong following within 4 days.
What it currently means for brands
Who wants the best job in the world?
http://www.youtube.com/watchv=74p9qSoKSzA
Best job in the world
• Applicants: 34,684 from 201 countries
• User Generated content: 610 hours
• Website visits: 8 million (54 million page views)
• Campaign budget – US$1.2m
• Estimated media coverage over US$150m
The most awarded marketing campaign ever
Million Dollar Memo
• Follow up to best job in the world
• Think Big QLD
• View, like, vote, share
United breaks guitars
http://www.screentweet.com/0LrjGFg
• What do you do when an airline breaks your Taylor guitar?
• Ask for compensation!
• If that fails – write a best selling song and release it on YouTube
• Cost in lost business to United Airlines - c. US$180 million
Just for fun?
USA Survey
- 93% believe company needs a social media presence– 85% believe the company should be
interacting with users via social media.
What should companies use social for:– 43% to solve my problems– 41% feedback on their products and services – 37% develop new ways for consumers to
interact with their brand
But many businesses are playing ostrich– Don’t want people talking about them!
Why does business need social?
Management buy-in
Control?
Compliance?
Morgan Stanley 600 financial advisors
Tailor the conversation
How do you manage risk?
Queensland floods
• Queensland Police Service
• 165,000 Facebook fans
• 11,000 Twitter followers
• Real time news / storm updates
• Reconnecting people
• Community support – volunteering, food, accommodation, clothing, fundraising
Singapore elections
Prime Minister Lee Hsien Loong described the impact of social media on the election results as:
“A distinct shift in our political landscape”
Singapore elections
• Emergence of social media in a society in transition.
• “Democratization of all voices” – Kelly Choo, Brandtology
• Nicole Seah – iconic name of elections
• Most searched name / word on Yahoo Singapore search engine during the elections.
• Receiving 97,000 “likes” on Facebook
Singapore Idol
Beyond the law?
Ryan giggs photo – news of the world
Who’s law?
Social Media in Action
Wikileaks
Anonymous Hacktivists
Egyptian uprising
“We use Facebook to schedule the protests,
Twitter to coordinate,
and YouTube to tell the world.“ Cairo activist
How can this help our cities?
Zero Tolerance Analogy
• Similar to NYC - Rudolph Giuliani’s zero tolerance approach
• Stop minor crime makes community proud reducing more serious crime.
• For social media, greater citizen ownership means more effective city – specialist interests
• Allow people to keep informed and engaged on the move.
Social media for smart cities
• Social trend spot to identify hot topics
• Motivate your community
• Build empowerment and ownership within community
• Cut operational overheads by greater citizen involvement
• Tap the greatest minds and innovative thinkers in your community
Community issues
London Metropolitan Police – Chose a different ending
http://www.youtube.com/watch?v=Qxc0eh9ru3w
The future
Long live the Internet
The distinction between the two
The web is dead
• Broadcast to narrowcast – Facebook advertising
Personalisation
Geo Location
Mobile
The cloud
Gamification
http://www.youtube.com/watch?v=yr-kKEylrJ8&feature=related
“Everything has changed” Apple
A new generation of devices
Complexity
Opportunity versus Adoption?
So to become social and mobile...
You need digital localisation…
Start thinking local
“The internet is everywhere, but it is not everywhere in the same way”
Lost in translation?
Global thinking Local knowledge
6 strategic elements for
audience communication - on a
global, national or regional level.
The more ‘local’ the
communications the more we
gain from our online
relationships.
Content strategy Talk to people in a way that is relevant to them
Brand strategy Look the way they want you to look
Channel strategy Be found in the places they expect to find you
Social strategy Create conversations that help them to engage with you
Marketing and search strategy Get found
Technical strategy Be fast and efficient to market
How does this work in practise?
Lo
cal O
pti
mis
atio
n
Local Market Intelligence
Delivery
Local Measurement
Market 3
Local Digital Strategy
Lo
cal O
pti
mis
atio
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Local Market Intelligence
Delivery
Local Measurement
Market 2
Local Digital Strategy
Lo
cal O
pti
mis
atio
n
Business Strategy
Overarching Digital Strategy
Global Measurements
Glo
bal
Op
tim
isat
ion
Local Market Intelligence
Delivery
Local Measurement
Market 1
Local Digital Strategy
Lo
cal O
pti
mis
atio
n
CMS becomes GIMS (Global Information Management System)
UX becomes UIX (User Interactive Experience)
Measurement becomes Value Analysis
And then
Five take away tips
1. Make fundamental changes
Often those in management don’t use the Internet
Very often those same managers ban social media tools internally
Like the web in 1999, the enthusiasts currently rule
Live it
Rule 2. Be authentic
!
Anahi
Mr Splashy Pants
5% - 70%
70%
etc.
Brands and governments need to understand
you can start a conversation,but you can’t control it
Our overall aim is...
Our objectives are….
Specific
Measurable
Agreed
Realistic
Time bound
Rule 3. Set measurable objectives, review and adapt
Rule 4. Be simple and do it now
“Any intelligent fool can make things bigger and more complex... It takes a touch of genius - and a lot of courage to move in the opposite direction”
- Albert Einstein
Rule 5. Respond
Thank you
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