LOUD - Digital Download - Week 1

Digital Download
Session 1

8th March, 2011

Who am I?

Dominique Hind
http://dominiquehind.wordpress.com
slideshare.net/domhind

Digital Quiz

1. How many Australian’s access Facebook from their
mobile last month?
4,200,000 (10,200,000 from the web, 25mins a day)

2. What was the most popular search term in 2010?
Chatroulett, iPad Justin Bieber

3. How many searches do consumers do before buying
insurance?
6.5 searches

Why are you here?
1. Training to provide an insight into all things digital
2. Get you comfortable dealing & talking about digital
executions & solutions
ITAL
D IG AD
LO
DO WN

What is Digital Download?

• Duration: 7 wks
(6 training sessions & 1 pitch)

• Time: 1.5hrs per session
• Homework: 15 - 30mins per session

wor k is
H o me ry -
lso
co mpu
NO NS!
EP TIO
EXC

What is covered in the 7 weeks?

1. Introduction to Digital
2. Customer journey: attract
3. Customer journey: engage
4. Customer journey: transact/participate
5. Customer journey: retain
6. Customer journey: grow & Summary
f to
stuf
t of but
7. Summary & pitch A lo er,
co v esti ons
e qu ut!
we lcom gho
th rou

What is the customer
journey?

What is the customer journey?

Attract Engage Transact Retain Grow

What is the customer journey?

Attract Engage Transact Retain Grow

ATL
ATL Microsite
Microsite Shop online
Shop online DM
DM DM
DM
POS
POS Landing page
Landing page Register
Register eDM
eDM eDM
eDM
Online (social,
Online (social, Website
Website eDM sign-up
eDM sign-up Call
Call Call
Call
search, ads)
search, ads) Call centre
Call centre Call centre
Call centre
CRM (DM & eDM)
CRM (DM & eDM) In-store
In-store In-store
In-store Microsite
Microsite Microsite
Microsite
WOM (referral)
WOM (referral) In-branch
In-branch In-branch
In-branch Website
Website Website
Website

Jargon time out!
Any questions before we get started?

What this session is about?

1. What is the 2. Australian’s 4. Key Take Outs &
3. Game Changers
Internet? Online Habits Pitch Task

10 mins 20 mins 20 mins 15 mins
+

s
tion
15 mins group
ues
Q med ,
w elco out
ough o have
thr als
bu t we time at
s ome end
the

1. What is the Internet?

1. What is the 2. Australian’s
3. Game Changers 4. Key Take Outs
Internet? Online Habits

Look backwards to
look forward

Quick history of the Internet

1969 1971 1983 1989 1990 1990
Internet First First WWW DSL Internet
was Born eMail Mobile Born Born on Phone

1993
China’s 1994/95 1994 1997/98 1998
Golden Yahoo! First 1995 CD’s Napster
Shield Banner eBay Sold
Sold

“Oh
My
God
What
Happened
and
What
Should
I
Do?-‐
Innova9ve
Thunder


2000 2000 2000
1998 2001 2001
Google File .Com
Google iTunes iPod
Ads Sharing Bubble

2003 2003 2004 2004 2005
MySpace Skype UTMS Facebook Murdoch
High buys
Speed MySpace
Mobile $580M
Web
“Oh
My
God
What
Happened
and
What
Should
I
Do?-‐
Innova9ve
Thunder


2006 2006 2006
2005 2006 2007
Google Online YouTube
YouTube Tweeting Google
buys Travel Opens up
Books
YouTube
et is
In tern ly
ons tant nge -
c cha
erg oing nt to
2008 und mporta it!
t’s i
2007
i p of 2010
on to
iPhone & 1/8
iTouch Married 2009
Dell Sells
stay
Couples
met $6M via
online in Twitter
USA “Oh
My
God
What
Happened
and
What
Should
I
Do?-‐
Innova9ve
Thunder

the creator

The first Browser
1990

The first website
1991
Sir Tim Berners-Lee

the first banner ad

•  When: October 1994
•  Where: HotWired
•  Size: 468 x 60 pixels
•  Client: AT&T
•  Copy:
Have you ever clicked your mouse right here? You will.

mobile stuff computer stuff

online is
search stuff
interactive
digital
it

Online
advertising Email
Technology:
Marketing
RSS
Mobile
Application marketing
Development

Social Websites
Networks Online

Content: Blogs
audio, visual,
video
Online PR
Viral Search
Engine
Strategy

What does a search engine do?

•  A user perspective
 Ask a question, get an answer

•  A search engine perspective
 Find all the answers
 Give you the best ones…RANKED
 Measure the human interaction with it’s logic

If you are not the answer, someone else is

What is search?
Searcher strategy
combines natural & paid

SEO SEM
search engine optimisation search engine marketing
(natural) (paid)

Products
Brand
Offers
Retailers

What is social marketing?

CRM + PR + Value = Social

A social marketing consideration

Where does social marketing fit in a
marketing context?

•  Consumers expect to see commercial messaging
on portals & sites.
•  BUT on social network sites, without relevance &
context, it has the ability to possibly devalue &
detract from a brands relevance, stature &
esteem.

Social Media in Australia

Games Brands
Communicate Politics

Friends &
Networks Social Family

Mobile
Geography

Music
Sport

Social
Causes

Important Logos on your site ...

Print vs Web

•  Mainstream •  Online
 Images taken in before  Words taken in before
words images
 Logo, bottom right  Logo, top left
 Designed for freshness  Designed for familiarity
 Interrupts their life  Visitor chooses to
interrupt their life
 Trying to make money  Trying to save money

TURN EVERYTHING YOU KNOW ON IT S HEAD

Online
advertising Email
Technology:
Marketing
RSS
Mobile
Application marketing
Development

Social Websites
Networks Online

ouc hed
T Blogs -
few
Content:
audio, visual,
yo na
video
ﬂOnline PR e more
brie plor
ll ex ext few
Viral Search
Engine
wi
Strategy
i nt he n s
w eek

2. What are Australian’s doing online?


Australian’s online in 2009 & 2010

Of Australian Spent online every
84% Of Australians are
online 98% internet users 17.6 week, by the average
have home
broadband
hrs Australian internet
user

Have used a Of video uploaded to
36% mobile to access
96%
Have made a
purchase online
20 YouTube every
the internet
Nielsen Online Internet and Technology Report 2009-10
hrs minute

!"#$%&'(%")!%"$&(*!&+$%,(-(.+$%,(/010(

Australian’s eCommerce spend

Australian’s
eCommerce
Australian’s spend in
eCommerce 2012
spend in
2009 $33.8 billion*
$18.5 billion
Source: eMarketer Australian Online Report, April 2010 & Source: eCommerceReport.com.au
Nielsen Internet Technology Report, 2009 – 2010 (April 2010)

What are females doing online?

1/3 check facebook before bathroom Longer tail terms Staying in touch with family & friends
25mins on facebook a day More specific & more queries Enquiring about products
Convert from trusted brand terms

Digital advocacy & trusting opinions

What are males doing online?

ers
oth gend me -
B e sa
for m th ne.
Streaming videos & erGeneric termsff li
p Fewer searchers Sport is key early in the week &
downtime activity
n &o on weekends
Lando review sites
at

Influenced, but make their
own decision

What’s happening by age group?

16yrs 50yrs+

es & ting
ll ag get
DOWNTIME FUNCTIONAL
Social networking
A Travel
Instant Messenger are re Government
Downloading ders & mo
gen ore
Paying bills

m able g
fort tin
m
co98% nica
98%
u 99%
mm line.
COMMUNICATION CHANNELS

co 89% n
97%
o 90%

91% 83% 62%

81% 74% 52%

76% 51% 43%

61% 49% 24%

kids are growing up online

• The top five online chores for 8-14 year olds:
• 38% share pictures & emails with relatives
• 38% get movie listings
• 36% invitations & party planning stuff
• 36% plan vacations/travel
• 35% get driving directions
• 14% helped their parentsyprepare their income tax
Re all
return for
ant g
or t
imp arketin
a ll m ving
mo rd.
fo rwa

Digital channels continue to grow
1970 1990 2010
Newspapers Newspapers Newspapers Podcasts

Broadcast TV Broadcast TV Magazines Download Movies

Magazines Magazines Broadcast TV PC Video Games

Broadcast Radio Broadcast Radio Cable TV Blogs

Eight Track Cassette Tapes Radio Online Video

Walkman
M ore me CD Player Mobile Video

VCR
els , sa
Personal Computer MMORP Games

ch
Cable TVann eting
ark ts
Satellite Television Instant Messaging

m
Personal Computer
ge
Internet Tivo

bud
Console Video Games DVD Players Slingbox

PC Video Games Satellite Radio iPod

MP3 Players Mobile Internet

SMS Console Video Games

Email Mobile Games

Mobile Phone Social Networks

Newspapers decreasing, Digital increasing

Multi-tasking is becoming the norm

• 74% of Australian Internet users say that for at least
half the amount of time they are online at home, they
also have the television on.

ided ne -
Div onli e
rem C
mbe
r
e
eopl a TV
tion ’s an p
% of RL on
tten ere 2 to
a h
so t ity to c atch aU
r
i
e dr L
ven
ple a to AT
tun in an
por ple
f peo , due
7% o arch
op 6 ess)
p eo ay. se & Pr
agi ng w (TV
eng

Source: ninemsn Media Usage Study 2009

GIO: encouraging search on TVC

r eady arch
G IO al ng ‘se
i
p orat TVC &
i ncor ’ into
box ess ads
pr

Search results display content

What are we are doing on our mobile?

Source: Nielsen Internet Technology Report, 2009 – 2010 (April 2010)

Australian Social Media

0 8 15 23 30

Australian Population 21

Internet Population 17 79.6%

Social Media Population 10
61%

nielsen
-‐
social
media
report.
Wave
3:2009-‐2010

• Australia’s active SM population 70%
• Number 1 globally in SM time - 7:31hrs (vs 6:52 Dec ’09)
• Number 1 in Facebook - 8:19 hrs (vs 3:05 Dec ’09)

ins y
5 m ball
4. lo
in G
1 ne
o nli

nielsen
-‐
social
media
report.
Wave
3:2009-‐2010


nielsen
-‐
social
media
report.
Wave
3:2009-‐2010

Social Media & Mobile
Percentage of Australian Population - Access Social Media by Mobile Device

0% 7.5% 15% 22.5% 30%
2007 6%
100% Year on Year
2008 13%
Growth

2009
26%

nielsen
-‐
social
media
report.
Wave
3:2009-‐2010

Twitter Popn. Activity - last 12 months

53% 54.75% 56.5% 58.25% 60%

Followed a Brand 54%

Criticised a Brand 59%

Recommended a Brand 56%
a re
6% bile
1 o
M ers
nielsen
-‐
social
media
report.
Wave
3:2009-‐2010 U s

Social Media & Brands

0% 22.5% 45% 67.5% 90%

34%
2009 45%

86%

Followed a Brand via SM
Published an opinion on a Brand
Read an opinion about a Brand
nielsen
-‐
social
media
report.
Wave
3:2009-‐2010

Social Media & Brands

% Brand Categories Followed in Social Media

0% 5% 10% 15% 20%
Retail / Fashion 18%

FMCG 14%
Charities 11%
Political Parties 9%
Retail Banks 0.01%

nielsen
-‐
social
media
report.
Wave
3:2009-‐2010

Important Facts

• Official Company sites are being increasingly shunned
by consumers in favour of Social Media brand sites
• Video on an official company site is an exception

• 45% of consumers who viewed a video on company
site bought product (vs 40% who read text only)

an ns
um tio )
H ac
ne t
er onli n
nt n
i e ta
v or
(e imp
a re

Important Facts

• 25% of search engine results for the worlds top 20
brands are links from UGC or Social Media
• 86% of AU Internet users turned to other consumer
opinions about brands / products / services
• 38% of AU Internet users interacted with a brand via
Social Media
• 34% of AU Internet users followed / joined a brand
is
ch 1
ar er
Se b fter
um y, a
n it
tiv bra n nd s
ac M tio
S rac
in te
nielsen
-‐
social
media
report.
Wave
3:2009-‐2010

Jargon time out
Questions
Thoughts

What is the opportunity?

Increased time Increased brand Personal data
online = intimacy + capture

What is the opportunity?

Increased time Increased brand Personal data
online = intimacy + capture

• Downside to this is increased consumer blindness to
personalised emails.

L ast
ay,
Th ursd ng
keti
5 8 mar f my
1o
mai ls to
e
cco unts
5a

Blu eﬂy
57
mai ls in
e 011
ry 2 ly)
nua g on
Ja tin
(m arke

You need to think about this constantly
It is never a set & forget, it is an always on focus!

What would you do differently?

• In your group, think about the following:
– Recent campaign that you worked on
– What digital was included?
– What digital should have been included?
– What would you do differently if you received the brief
today?

3. Game Changers
Game changes: Google & Apple


2 Black Swans in the digital world

Google domination
• Started in 2000 in a garage in Palo Alto CA

• Mission to organise / classify the world’s information

Google domination
• Started accepting advertising in 2002

• Used Yahoo!’s ad technology to monetize users

• Single minded focus = consumer & user experience

• 2009 Revenue of circa $27 billion

• 2009 Net Income of circa $8 billion

• In 8yrs = world’s largest media company

Google domination
• In AU Google’s Search Revenue > $1billion

• 20% growth year-on-year

• Australia has highest market-share globally

• Dominated by Financial Services, Travel, IT&T

• Most competitive vertical - Credit Cards

Search in AU vs US

Google Yahoo Google Yahoo Bing
9%
12%

19%

69%

91%

Apple rebirth
• Founded Apple in late 1970’s

• Sent into exile 1985

• Returned in 1996

• Reinstated as CEO 1997

• 1997 forward has had an un-compromised vision
to dominate the industry
• Has led thinking, product, innovation ever since

A rebel with a cause...

“I want to put a
ding in the
universe....”
“...Why join the
navy if you can be a
pirate?....”

Apple rebirth
• Steve Jobs (PERSONALLY) fundamental changed
human behaviour:
• Computing

• Entertainment - Music, Video, TV

• Mobility

• Communications & Advertising

• Speed of Knowledge

Ubiquitous computing regardless of device or location

Snubbed their nose at Industry

“I want to put a
ding in the
universe....”

Reinvented the Computer

“I want to put a
ding in the
universe....”
“...Why join the
pirate?....”

Inspired a Generation(al change)

“I want to put a
ding in the
universe....”
“...Why join the
pirate?....”

Reinvented Communication

“I want to put a
ding in the
universe....”
“...Why join the
pirate?....”

Created a Market Place

“I want to put a
ding in the
universe....”
“...Why join the
pirate?....”

RedLaser: Best price finder

ges the
C han ping
s hop nce!
xpe rie
e

USAA: iPhone cheque deposit

ogy
nol g
Tech cin
ad van g
ban kin

SquareUp: eCommerce on the go

the
ome
bec s
ple iler
Peo reta

CommBank: Virtual Property Guide

vate not
Pri n is
atio e!
in form rivat
so p

Qantas: Check in on the go

ase
cre ce &
In
nien r
nve me
co sto
cu nce
exp erie

4. What are the key take outs?
Summary


What are the key take outs?

1. Digital is dominating consumers time, but not with 100% attention
2. Google is the remote control to the Internet
– Content is more than just words
3. Consumers are different
– Men search broad & make their own decision
–
nt
Women are specific & trust the judgment of others
sta nge
– Younger downtime, older functional
C on
4. Involving the consumers enhances theirge, cha
experience
c h an nge
technology & c ha
5. Innovation can come from operational efficiencies, product or

What are the key take outs?

tal igi tal
D igi to D rd,
ou
s y e in n’t ha to
al low r to is ne ed
ou r & ju st
di p y ate y ou few
n a gs
ew n le ar
th t hin
lear n ew

Weekly homework
NO EXCUSES!

Week 1 homework

• Find at least one interesting advertising/interactive
blog & subscribe to it via a blog aggregator/reader
(Google Reader, Bloglines, Page Flakes, etc)
• Submit the blog & it’s link to the LOUD Training blog

• Find a blog that might be relevant to your client’s
industry & subscribe to that too
• Submit the blog & it’s link to the LOUD rk is
w o Training blog.
H o me ry -
lso
co mpu
NO NS!
EP TIO
EXC

LOUD Training Blog

s. com
dp res
g.w or
tr ainin
/loud
h tt p:/

Your Pitch Presentation
Get started now

What is the background?

• There is a new online savings product launching for a
client you are going after
• They have a $750,000 online only budget for the initial
launch & 12 months to spend
• There is a separate budget for offline activity, but it
isn’t that much
• They want to achieve the following objectives:
– Open 300 accounts a week
– Get a database of prospective clients - 25,000 within the
first 6mths
– Become visible & known for the product

What you need to do?

• You need to:
– Identify the audience
– Understand what they are doing online & where they
are going to
– Put together a plan for the launch & then ongoing
communications for 12 months
– Identify how you are going to meet the objectives
– Put together a plan for tracking & continuous
improvement

What you need to do?

• How will you be judged?
– 15min presentation to get across your thinking &
recommendations
– Present to a panel of judges (3)
– Answer any questions at the end

test
will ng &
his nki
T
thi within
y our dge
wle ace -
kno e sp
th IT
LL OF
A

Thank you
Want to talk more? Drop me a line:

Dominique Hind
http://dominiquehind.wordpress.com
e: dominique@withcollective.com
m: 0403 300 015

LOUD - Digital Download - Week 1

Recommandé

Recommandé

Contenu connexe

Dernier

Dernier (20)

En vedette

En vedette (20)

LOUD - Digital Download - Week 1