KONFERENCJA MEDIA TRENDY 2012 19 kwietnia 2012
What inspires me most today after having left P&G 2 years ago or “What I have learnt how you can win in the future” Bernhard Glock | Warsaw | April 19, 2012
How to win in the social media future Bernhard Glock
Today
Future Former President, World Federation of Advertisers Former Vice President, Global Media and Communication Procter & Gamble President and CEO, Bernhard Glock Media Leadership Company Senior VP, Medialink
2
Bernhard Glock Board Engagements
Media Barter
Global telco free gateway to mobile marketing
3
Cross channel digital agency group
Real time bidding and ad optimization
Breakthrough technology harnessing media solution
Leading mobile shopper marketing solution
Actions for us 1. Know the digital and social landscape
Today
2. Understand Your consumer
3. Come up with great ideas that travel
4. Create intentional communication
5. Listen and measure 4
Future
Actions for us 1. Know the digital and social landscape
Today
2. Understand Your consumer
Future
3. Come up with great ideas that travel
4. Create intentional communication
5. Listen and measure 5
+ Great Example
Actions for Winning 1. Know the digital and social landscape
Today
2. Understand your social consumer
3. Come up with great ideas that travel
4. Create intentional communication
5. Listen and measure 6
Future
7
From information web to social web
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Likes all over the place (on 2 million sites)
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The social players
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Social familiarity and literacy
“In the next 3 years, marketing’s effectiveness will increase, stay the same or decrease for each of the following channels:” Increase in %
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Created social media 55 Mobile marketing 51 Online video 50 Email marketing 43 Paid placement in social media 41 Search engine optimization 40 Display advertising 35 Paid search listings 30 WhatTV interactive marketers predict, Forrester 21 Research 2011 to 2016 „
2.5 out of 5 Answer to the question: how well do agencies harness the power of social media, LA Media Festival 2011 12
Actions for Winning 1. Know the digital and social landscape
Today
2. Understand Your consumer
3. Come up with great ideas that travel
4. Create intentional communication
5. Listen and measure 13
Future
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From audience to communities
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“People have their lives in the palms of their hands� (Esther Lee, AT&T)
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Social media is like a party
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Don’t talk at them but talk with them
Facebook: 51% who like a brand are more likely to buy from it
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Nielsen: 68% more likely to remember an ad with social context, twice more likely to remember the ad, 4 times more likely to purchase 19
Southwest Airlines: fans 362 % more likely to visit the site, 161 % their friends
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Actions for Winning 1. Know The digital and social landscape
Today
2. Understand Your consumer
3. Come up with great ideas that travel 4. Create Intentional communication
5. Listen and measure 21
Future
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Platform for connections
The line is blurring 23
(e.g. Old Spice “smell like a man, man�)
Actions for Winning 1. Know your digital and social landscape
Today
2. Understand Your consumer
3. Come up with great ideas that travel
4. Create intentional communication
5. Listen and measure 24
Future
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Intentional
as you can’t control what people do
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1. Why do I care? Why do I share?
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2. Paid – owned - earned
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3. Social by design
Social by design - Tips Be first with social in a campaign Be incredibly authentic Be prepared to interact Be ready for the word of mouse Be ready to earn trust, then sell Be inclusive in your brief (e.g. include social insights) 29
And this environment doesn’t always welcome brands Consumers don’t want to be bothered by brands...
USA
China
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Brazil
19
23 53
60
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Total number of brand friends % who do not want to be bothered by companies or organisations in social networks
Global Webcast © TNS 2011
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And this environment doesn’t always welcome brands Consumers don’t want to be bothered by brands...
Germany
Poland
21
Russia
21
51
8
52
56
Total number of brand friends % who do not want to be bothered by companies or organisations in social networks
Global Webcast © TNS 2011
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The new communication connect
engage
inspire
experience advocacy 32
Actions for Winning 1. Know your client/brand
Today
2. Understand your digital consumer
3. Come up with purposeful ideas
4. Create relevant communication
5. Listen and measure 33
Future
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Quantity and Quality
35
Set benchmarks
(e.g. % paid – owned – earned)
Listen, measure, act e.g. Coca-Cola NA opened a listening review, searching for a social monitoring agency e.g. ROI, # of friends, fans, likes, re-tweets, mentions, followers, level of engagement 36
Marketing must become indisputably socially responsible 37
#8 of Marketer’s Constitution (ANA, USA)
Case studies Show and talk videos
The Bernhard Glock Media Leadership Company Bernhardglock@Media-LC.com 38
To summarize: actions for us 1. Know the digital and social landscape
2. Understand Your consumer
3. Come up with great ideas that travel
4. Create intentional communication
5. Listen and measure 39
This requires change
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Change video
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Change video
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I wish you all the courage to change
Winning in the future In Poland 43
Any more winning questions ?
The Bernhard Glock Media Leadership Company Bernhardglock@Media-LC.com 44