Personalized multichannel in digital world_A

Personalized Multichannel Marketing
in a Digital World

Fuji Xerox Singapore
September 23, 2010
fanatic@f5dc.com +65 9111 6849 WWW.F5DC.COM

Agenda
Session Title Duration
A Multichannel Marketing 60 minutes
Break 10 minutes
B 1:1 Experience 60 minutes
Break 10 minutes
C Measurement 60 minutes
Break 10 minutes
D Hands-on exercise 30 minutes
E Workshop Summary 10 minutes

© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM

Social Media
does not
solve the non
solvable
problem

Movies in 80s


Multichannel Marketing
  What is marketing channels today and tomorrow?
  Evolution of new media channels (paid, earned, owned
media)
  Revolution of traditional channels (personalized direct
mail, video-on-demand)
  Marketing Technology: whose responsibility?
  Utilize personalization & multi-channel to create the
competitive edge

Non linear world

Own world

Multiple dimensions

Back to reality

The Right Path

NON LINEAR
WORLD

1806
Medicine Promotion
Kinseitan
This Wikipedia and Wikimedia Commons image is from the user Chris 73 and is freely available at http://commons.wikimedia.org/wiki/File:Edo_period_advertising_in_Japan.jpg under the creative commons cc-by-sa 2.5 license.


Newspapers Paid advertising
1800 1836


Kinetoscope parlor Dewar’s Whisky
1894 1899


Rotary Spark Transmitter Queensboro Corp
1906 1922


TV in homes Bulova Ad
1906 1941


Mobile handset First p2p SMS
1973 1994
Mass market 1990 SMS ad 1998


Internet First banner AT&T
1990 1994


Affinity Engines, Appiir*, Business Parc, BusinessPartnerships.ca*, Contact Network, Doostang*, ecademy, eConozco, Eliyon, EntreMate, eXtremeNetworking.biz*, Friendly
Favors, GoingProfessional, Growth Company, I'm Not From Here, InterAction, ITmob, ItsNotWhatYouKnow, Join Network PLUS, LLC, Kickstart-Connect*, Konnects, LinkedIn,
Link Silicon Valley, matcheroo, Mediabistro, Monster Networking, NetMiner, Netmodular Community, Networking For Professionals, Online Business Networking Resource, Open
Business Club (openBC), OrderGenerator, PeopleThatClick*, Point Relevance, Polypol, PowerMingle, RealContacts, ReferNet, Reunion, Ryze, SelectMinds, Senior
Management Network*, Shortcut, Silicon Valley Pipeline, Spoke Software, Sullivan Executive Networking Community, Tacit - ActiveNet, TENG, Viaduc*, Visible Path,
WisdomBuilder, Zerendipity Networks, Zerodegrees, Pingsta, XING50 Something.com, 50Yearsplus.com, ANTfriender, ArtistNow!, AveMariaSingles, Bigcampus.net,
BookCrossing, Buzznet, CampusNetwork*, Classmates, Collegester, Community Zero, Company of Friends, ConnectU*, DeanSpace, Delphi Forums, Digital Squeeze,
Downelink, FilmTrust*, Foodsters, FunHi, GamersGlue, Globe Alive, gradFinder, HRTS - Hollywood Radio & Television Society, Jewster*, LDS Circle*, Mediabuddies, Meet Me at
HOT or NOT?, naboe*, Netplaya Burning Man CommunityNeurona, PayDemocracy, quad5, Schoolster, SongBuddy, Talk City, TheSquare, threedegrees, TimeBucks*,
UpMyStreet, UrScouted*, UUSwap*, Wealink*, Xfire*, Yelp!*, aSmallWorld, Athlinks, Boo, AdultFriendFinder, mj.com, CafeMom, Cake Financial, Care2, College Tonight,
DeviantART, DontStayin, Elftown, Eons.com, Espinthebottle, Experience Project, Fetlife, Flixter, Gaia Online, MyAnimeList, Geni.com, Gossipreport.com, Anonil, GamerDNA,
Iltaki, kaioo, LibraryThing, Livemocha, Muxlim, MyChurch, MyHeritage, Ohioh, OUTeverywhere, Playahead, PlayboyU, StudiVZ, ProfileHeaven, quarterlife, Revelry,
ResearchGATE, scispace.net, Shelfari, Skyrock, Student.com, Taltopia, Trombi.com, Vampirefreaks, WebBiographies, Wis.dm, Xt3, Yelp, Inc., YoumeoAfroRomance,
ajewishdatingsite, americansingles, Amigos, AsiaFriendFinder, Berkzter, BlackPlanet, BUZZSession, Cherish, collegeluv.com, ChristiansTogether , Country Singles, Cupid,
Cupids Database, Date.com, Date the UK, Dating.dk, Dating Jewish Singles, eHarmony, Equally Yoked, FriendFinder, Gay Christian Dating, Gay Jewish Dating, Gay Military
M4M, GermanFriendFinder, HookUP*, hotsaints, IndianFriendFinder, InterMingle, Introducing, It'sJustCoffee*, jdate.com, JewishCafe, JewishFriendfinder, JewishLoveMatch,
Jewish Matchmaker, Jewish Personals, JMatch, Lavalife, LDS Singles Mingle, LDS Singles Network, LDS Singles SingleSaints, Love, M4M Seniors, Magoori, Match.com,
Mature Dating.org, meetic, MyCountryMatch, MyEMatch, Overweight Date, Passion, POP! PeopleOnPage, PlanetOut Partners, Inc., RateOrDate, RedDate, Relationship
Exchange, RogueConnect*, Senior Dating Exchange, SeniorFriendFinder, SeniorsCircle, SingleJew, Single Seniors, SpeedDating
,
Online-Jewish Dating Spicy Senior Singles, Swappster, Totally Jewish-Dating Channel, TrueBeginnings, uDate, UrbanTraditional, Vegetarian singles, webdate, Yahoo!
Personals, YID - Single Jewish Dating, Fubar8minuteDating, Evite, First Tuesday, Food and Friends*, GeekDinner, HurryDate, The Lunch Club NYC, Lunch Partners, MEETin*,
MeetUp, MixerMixer, Netparty, new-in-town, Social Circles, WhizSpark.Backwash, bobojam*, Breedster, BuddyBridge, Chia Friend, ChosenNet,Christianster, Click2Friends,
easeek, eFriendsnet, enCentra, everyonesconnected, FriendFan, Friendity, Friend MAP, Friendoo, friendsand, friendsbay.de, Friends of Friends, Friends Reunited, Friendset,
Friends of Friends, Friendster, Friend Surfer, Friendsync, Friendzy, Gruuve, HeiYou, hi5, hipstir, Huminity, HummingBoard, The Impersonals, iSocialite, Korea Data House, LDS
LinkUp, LianQu, LinkEstadao*, linkyourfriends, Living Directory, MeineFreunde*, Metails, mrNeighborhood, myfriends, Myspace, NetFriendships, Neurofriends, orkut,
PalJunction, peeps nation, qpengyou, Ringo, saywhatz, Swirve*, The Bomb*, Tickle by Emode, ticqle, Tribe.net, TribungPinoy*, UUFriends, Wallop, WiW, WorldShine, YeeYoo,
YOYO, zenetwork, Badoo, Bahu, Bebo, Facebook, Frühstückstreff, Jaiku, myYearbook, Nasza-loasa.pl, Netlog, ReUnion.com, Sonico.com, Tagged.com, Tuenti.com,
Wasabi,ActiveMatch, AirCQ, asphaltgames, awaRE, BEDD, Beliefnet Mobile, BusyThumbs*, BuZZone, CrowdSurfer, Dodgeball, Earthcomber*, Encounter Bubbles, Flickr,
Fluidtime, Hocman*, IcyPole, ImaHima, Jabberwocky, JAMDAT, Jukola*, Mamjam, MeetingPoint*, Meetup, Mobido*, MobiLuck, mobster, Mooble, modus, MTONE, nTAG*,
PeepsNation, Playtxt.net*, Plink Mobile, Plazes*, Pocketster, Portabible*, proxidating, Proxpro, PurpleAce*, Saw-You, Serendipity, socialight, Socializer, SoundPryer*, Speck,
TagText*, Traces of Fire, tunA, TxtMob*, Urban Plexus*, Wavemarket, weemee, WhoAt, WiFi.Bedouin, Wow Friends*, itsmy, mobikade, MocoSpace, Backwash for Pets, Catster*,
Dogster, HAMSTERster, KissyKat, Neopets, Horseland, Buzznet, Expressions, Findapix, Flickr, FotoAmigo*, Fotolog.net, Fotothing, FriendBlend, MyShoots*, Nokia Lifeblog,
PictureM*, PixParty, smugmug, SocialCanvas, Textamerica, Webshots, Zorpia, Zoto, Blogpod, BuddyZoo, clevercactus*, del.icio.us, dodgeball, Dude Check This Out!, eTwine,
Eurekster!, eventSherpa, fonetango, Funchain.com, Gush, HelloWorld, Home Exchange, HomeLink, InsiderPages*, Intervac, JournURL, KnowMates, LiveJournal,
MixedNutz.net, Mooble, Mosuki*, motime*, M-Tone, Multiply, Nioki, The Opinion Exchange, Palbook, PeopleAggregator, RepCheck, SmallPlanet, Small World Project, Social
Grid, Splinder*, Squiby, StumbleUpon, TXTParty, Upcoming.org, WiredReach, Xanga, Yafro Moblog, Zdarmanet, Zopto, Habbo, Ning, Plaxo, Plurk, Vox


"If you always do what you always did,
you always get what you always got.”
- Anonymous


Mushroom advertising effect

™ Advertising Mushroom effect, F5 Digital Consulting 2010

YOU CAN NOT USE THE NEW MEDIA
THE WAY YOU USED THE OLD MEDIA


New media requires new way of working


We need to get our Digital License
Different objectives, metrics & usages for every online media

Which is in any case is totally different from using the push media

© F5DC 2010 all rights limited, reproduction forbidden without approval

OWN WORLD


ONLINE HAS BEEN EMBRACED


PEOPLE DON’T TRUST US ANYMORE


They trust their friends


It is not anymore
about what
we say,
it is about
what they believe

Doing traditional
communication

IMPACT


MULTIPLE
LAYERS

Media
explosion


Websites
as we used to
know them
are dead

Websites

Blogs & communities Search Engine Social networking Share tools

One to many Generate traffic Aggregation of Exchange of
communication to a dedicated group of people information
to link site based on themes based on
information common theme

User generated media site Professional shared site content

Market place to share media Authority based
information


Internet
Mobile
Applications

REALITY
CHECK

DENTIST PARTY

WWW.F5DC.COM

Having website, Facebook application,
augmented reality, Twitter feed

does not solve your problems

One
receiving
end


Social Media brings new tools
Marketing department
 More tools available
 Evaluate metrics
 Evaluate objectives
 Experiment
 Run some basic metrics alone


Wrong focus
Social Media
have not been
created for
Marketers !

Marketing department IT department
 Objectives  Tools integration
 What we want  Enablement of
achieve solution

Data department
 Data relevance
 Data stream


Who
decides ?


Marketing belong to marketers

This is not a website She is not a Social Campaign


Consumer

Marketing department IT department
Defines objectives on Enables the objectives
what we need to decided by marketing
achieve
Ownership
Responsible

Data department
Defines metrics to best
represents the
marketing objectives

THE RIGHT
PATH

Marketers used to be in charge

BRANDS CONSUMERS


Consumers are now in charge

BRANDS CONSUMERS


Your new role as a marketer
  Spot consumer
  Guide consumer
  Let him decide
  Propose few routes
  Bring him back to base


Traditional media are like pillars
  Support your BRAND
  Push a message
  Linked to maintain foundations

New Role of PAID MEDIA : SUPPORT
Marketing Media you
spend to Push a
message to a
Consumer


✗
WWW.F5DC.COM

New role of OWNED MEDIA :
LIGHT HOUSE
Marketing efforts to
represent corporately
your brand


NEW MEDIA is the connection
  Engage the audience
  Do not push a message
  Interaction on consumer needs

New role of EARNED MEDIA : DIALOG
Marketing Media that
cost time to create
propagate and maintain
it

adapted from Marketing profs LLC definition


Our new responsibilities as marketers
  Efforts to create the relation
  Be genuine
  Respect, personal
  Talk
  Listen
  Don’t try to change me
  Time

Let consumer make the first KISS


BUT
Don’t stop HERE !!!!!


Respond to consumers


2010 engagement paradigm

Always start from the consumer needs
consumer is the center of strategy

consumer

strategy is the center of the tactics

strategy

tactics

innovation

tactics is the center of the innovation


The best kept secret : Mix channels

Good ingredient Good product
+ +
Mixed flavors Mixed channels
+ +
Good chef Good strategy
= =
Good meal Good campaign
http://www.flickr.com/photos/kyle0922/4622668655/in/pool-food_porn


Engage Consumer into a personalize
journey through multiple touch points

Using the new media and traditional media to support the engagement


360 3.6.0 vs


Conclusion
  Go watch the movie


Conclusion
  We can not reach consumer
the way we used to reach him
  Apply new methods
  Go back to basics of strategy
measurement planning
  360 is not 3.6.0
  Social Media digital are not toys


Thanks.
Do you have any question ?

http://bit.ly/aEmARR f5dc gregbirge
fanatic@f5dc.com +65 9111 6849 WWW.F5DC.COM

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