Digitalmediachannels_digitalworkshop_14sep10
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trends and case studies for digital workshop covering: Search Social Media Online Video Gaming Mobile
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Digitalmediachannels_digitalworkshop_14sep10
- 1. Destination Marketing Digital Workshop 8 September 2010 Singapore Tourism Board
- 2. Digital Media Channels Search Social Media Mobile Gaming Online Video
- 3. Search
- 5. Searching for ‘whatever, whenever’ is now the global norm
- 6. Google Voice
- 9. Up until recently the expected search output has been links to documents and websites Social and video content results (output) offer new opportunities for brand to create visibility
- 10. YouTube: Video Search 2nd largest search engine
- 11. Facebook: Social Search 620m searches/mth
- 12. Twitter: Real-time Search Search queries per month Google: 88 billion (Twitter: 19 billion) Yahoo: 9.4 billion Bing: 4.1 billion
- 13. YouTube Live: Real-Time streaming
- 14. Definition of Search has evolved From ‘traditional’ inputs and search results To a wide variety of input methods And huge spectrum of output Capture intent (purchase pathway) Deliver based on context & relevancy
- 17. Wolfram Alpha: Computational Search
- 19. Implications Capture intent (purchase pathway) Deliver based on context & relevancy Need to meet them at the point of intent
- 21. They zoned in on what is most relevant with their audience (beyond their brand) They created experiences/products that directly met those needs They continued a highly relevant brand engagement (embedding brand in relevance) Lessons
- 22. How are we currently relevant to our audience when they are searching for information? - Who are they? - What are they doing and where? - thinking of travelling - when planning Questions
- 23. Social Media
- 27. Branding exercise built on great agency-client relationship Huge initial momentum generated by fantastic, traditional ad content and big traditional media spend Continuing the momentum with more ad content Fan interaction and even more content Generates huge search visibility and interest Then shut it down after 3 days Lessons
- 28. Dissection
- 29. What would you do with this fan base now? How would you continue the engagement and keep buying the product? What if they all started losing interest in the brand? How would you make the most out of their inputs? Question:
- 30. Best Buy: Maintaining a community http://www.youtube.com/watch?v=-rTzIAWI4Ms (-2.50)
- 31. Dissection Hundreds of employees on twitter, informal policy Transparency and trust Differentiation: Highlight experience stories “Dream Support” Gleaning information from customers
- 32. Online Video
- 33. The growth of online video
- 34. 2ndlargest search engine in the world 3rdmost popular website in the world 2,000,000,000 views a day 24 hrs of video uploaded every min
- 35. Why? Content Providers Consumer Technology
- 37. Technology: Convergence Phase 1 Set-top boxes, game consoles
- 38. Technology: Convergence Phase 2 Internet-connected TVs
- 40. Consumer
- 41. Consumer 50%
- 42. Implications If people can choose what and when they want to watch brand owners need to demonstrate much more sensitivity when approaching these platforms How do advertisers insert themselves while not being seen as intrusive?
- 43. Break.com
- 45. Branded websites that cater to niches within the target demo
- 46. Expertise in producing, licensing and distributing content
- 47. Leverage this content expertise with its ad network muscle
- 48. Reach of 100 million men worldwide a month
- 49. fifth-largest video advertising network in the U.S
- 51. Break.com
- 52. Break.com http://www.break.com/longtail-content/axe-naughty-to-nice.html http://info.break.com/static/live/v1/pages/sponsors/axe-cyb/axe-cyb.html http://www.youtube.com/watch?v=-hrYx57939s
- 53. Lessons 2,900,000 views from 2 websites (break and youtube) Fantastic understanding of target audience built up over time (3 years) Leverage on brands benefit to this audience (humor/relationships with girls) Fine balance between production and distribution (before assessing the feasibility and desired response of a campaign) Brand engagement becomes natural extension of recreational browsing behaviour
- 54. Questions What kind of videos can we create for our audience? How do we ensure that they remain relevant?
- 56. Gaming
- 59. Types of games
- 60. Social Gaming
- 61. Future of Gaming
- 62. Future of Gaming
- 63. Future of Gaming http://g4tv.com/videos/44277/DICE-2010-Design-Outside-the-Box-Presentation/ Games creeping into reality (17.29-23.00) (26.15)
- 65. Gaming beyond entertainment but as a long term retention/loyalty/rewards programSocial Gaming
- 66. Mobile
- 70. Questions What kind of experience are we aiming to communicate/build for visitors? What role do we have in enhancing their experience of Singapore using their mobile?
- 71. Relevance and benefit Digital Media Channels Social as a process As part of campaign strat Building the relationship for future Search Social Media Mobile Understanding of audience Production/ Distribution Game design Retention Strategies Gaming Online Video
Editor's Notes
- Whatever whenever has driven innovation in how people input their queries
- Going straight to the source
- searching for friends and their opinions (Value of friends)
- Value of real-time, peer to peer sharing
- Trend is continuing where youtube is starting to experiment with real-time sharing of content. !! Imagine if people begin sharing by live broadcast video. Where checking out someone profile evolves into literally watching the world through his eyes !!
- Twine: Allows users to collect content by topic in a personalized manner through semantic understandings. Engine continually learns about the user and makes connections and recommendations specific to that individual
- It is an online service that answers factual queries directly by computing the answer from structured data, rather than providing a list of documents or web pages that might contain the answer as a search engine would.
- More consumers, who are each DOING MORE
- http://www.youtube.com/watch?v=cjlnqS0-nMI&p=8FF81AC68BAD8CC1&index=3
- Why are more people being drawn to these kinds of games?Before where the lonely geek would be drawn towards fantasy worlds but….
- its games like these which have really taken the world by storm in the last year…WHY? Fantastic video but Two things to get you up to speed:1) That each of these involve very clever psychological tricks design by highly skilled game designers to influence (repeat behaviour) for eg. Club penguin (virtual money), FV and MW (real friends, and back rationalizing)2) They are busting out of the virtual world into the real world. consumers are hunting for real authentic experiences once again . You look at wii/guitar hero, your not playing within the screen, ur entertained by the person playing. And MS achievements, it builds a layer of competition between competitors beyond the game.
- its games like these which have really taken the world by storm in the last year…WHY? Fantastic video but Two things to get you up to speed:1) That each of these involve very clever psychological tricks design by highly skilled game designers to influence (repeat behaviour) for eg. Club penguin (virtual money), FV and MW (real friends, and back rationalizing)2) They are busting out of the virtual world into the real world. consumers are hunting for real authentic experiences once again . You look at wii/guitar hero, your not playing within the screen, ur entertained by the person playing. And MS achievements, it builds a layer of competition between competitors beyond the game.