Contribuci贸n de la comunicaci贸n digital a la estrategia global de la compa帽铆a Madrid 18 Novembre, 2008
3 numbers
3
Where consumers get their information on brands
1
The exponential power of online influencers
Online
Offline
=
2
Impact on business
TEAM
Percentage who would be swayed to purchase when reading a positive review from a consumer or private individual on the internet
3
The many faces of your online user
How digital contributes to the global strategy
Digital Strategy Integration
7
Public Relations
Sponsorships
Advertising
Corporate Reputation
Promotions
Digital Communications
Events
Mobile
Stakeholder Dialogue
Stakeholder Engagement
How do you do it ?
TEAM Team
PERSPECTIVE
You can engage progressively
High
Degree of Influence
Social network Wikipedia Discussion forums
Product wikis
Online video Search optimisation Third party blog
Display advertising Website dialogue
Company blog
Search marketing
Website Email marketing
Low
High
Degree of Control
Team
The new playing field
Depth of Engagement
High
Collaboration
Conversation
Communication
Information
Low
High
Degree of Control
Ding, you are now free to be social
2 million downloads $150 mm in ticket sales
260 posts 6200 comments Company decisions
4 optimized releases $2.5 mm in sales
11
Key thoughts
INFLUENCE Instead of Control
Real time Reputation Mgt
Audiences do not want or respond to marketing messages, but they are open to conversations
Uncontrolled messages are trusted more than controlled
Unstructured nature of digital media creates new participation opportunities
Focus group of thousands
Identify what messages you want to amplify or minimize versus where you can influence versus control
Companies must create trust between their brands and stakeholders Allows you to be more influential in controlled media
Invest in RELATIONSHIPS Not Transactions
Risk is in NOT Participating
Push messages may drive a one-time action, whereas dialogue can build advocacy
Conversations are happening with or without you
Invest in building relationships to generate selfpropagating conversations and brand loyalty
Companies who do not participate risk being seen as irrelevant and out of touch