Building Brands in a (Post-) Social Digital World

BUILDING BRANDS IN A

(POST-) SOCIAL DIGITAL WORLD

DR. MARKUS PFEIFFER 28.06.2012

“Technology is shifting power away from

the editors, the publishers, the

establishment, the media elite. Now it’s

the people who are taking control.”

Rupert Murdoch, 2005

500 million US$ in 5 years

THE PROBLEM …

Source: TNS Infratest, 2012

14% TRUST ADS

57% TRUST FRIENDS’ COMMENTS ABOUT BRANDS MORE

THAN THE BRAND’S MESSAGES

41% TRUST COMMENTS FROM PEOPLE THEY DON’T KNOW

MORE THAN THE BRAND’S MESSAGES

HYPOTHESIS 1

STILL, MANY MARKETERS

DON’T GET IT …

WHAT IS THE VALUE OF …

ATTENTION

OR #FANS

ALONE IS NO USE TO

ANY BRAND

http://www.flickr.com/photos/oquendo/3667609023/sizes/l/in/photostream/

YOUR BRAND

HERE OR HERE

NOBODY WANTS TO TALK ABOUT BRANDS

ONLINE,

UNLESS THEY GET FREE STUFF

Source: ExactTarget, CoTweet Study

HYPOTHESIS 1

FOUR STRATEGIES THAT

WORK…

HYPOTHESIS 1

USE SOCIAL AS

OPERATING SYSTEM

SOCIAL MEDIA IS NOT A MEDIUM LIKE A TV CHANNEL OR RADIO.

SOCIAL MEDIA IS (JUST) AN OPERATING

SYSTEM

AND „PASSPORT“

WHY?

SOCIAL AS A CHANNEL CANNOT

GROW ANYMORE

01234567

Hours spent per day

Hours spent per…

Source: Nielsen.com, Forrester Research

faberNovel, Facebook: The Perfect Startup, May 2012

HYPOTHESIS 1

PREPARE FOR A

MOBILE-ONLY WORLD

REVOLUTION HAS JUST BEGUN

0

1

2

3

4

5

6

Smartphone Users Dumbphone Users

Global Users (billions)

835 million

5,6 B

Source: Mary Meerer, Kleiner Perkins, Morgan Stanley Research Source: comScore

0%

10%

20%

30%

40%

50%

60%

Smartphone Dumphone

2011

2012

Europe users share

MOBILE WEB IS STILL INTERNET, BUT …

PROXIMITYFOR 91% OF THE POPULATION THE DEVICE IS ONLY AN ARM’s

LENGTH AWAY (24/7)

PERSONAL 60% OF MARRIED PEOPLE WILL NOT SHARE THEIR MOBILE WITH SPOUSE

RELEVANT10% OF UNDER-25 YEAR-OLDS FIND IT OK TO TEXT WHILST HAVING SEX.

Source: Gartner, 2010; Morgan Stanley, 2007; Wired Magazine, 2006); Retrevo Gadgetology Report, 2010

MOBILE REPLACES THE PC

Source: Business Insider SAI, Pascal-E. Gobry, Alex Cocotas, 02/2012

• COMPETING OPERATING SYSTEMS

• NO DE FACTO AD FORMAT THAT

REALLY WORKS

• A PLETHORA OF MARKETING

POSSIBILITIES

• EVEN MORE DATA TO GATHER AND

ANALYZE…

CHALLENGES IN MOBILE

HYPOTHESIS 1

ADD EVERYDAY VALUE

TO CONSUMERS

VALUE ADD IN DIGITAL

Source: Picture by exxonvaldez on flickr

Reward /

Gaming

Information

Social Emotional

Utility

= Kill time

= Save time

GAMING MECHANICS ARE THE NEW

HOLY GRAIL FOR MARKETING:

− POINTS

− LEADERBOARDS

− LEVELS

− ACHIEVEMENTS

− BADGES

− CHALLENGES

− REWARDS

− …

Reward Value Information

Value

Social ValueEntertainment

Value

Functional

Value

CREATING VALUE IN THE CONTEXT OF DAILY LIFE USAGE OF THE PRODUCT

FUNCTION + INFO + SOCIAL + GAMING

Reward Value Information

Value

Social ValueEntertainment

Value

Functional

Value

CREATING VALUE IN THE CONTEXT OF DAILY LIFE USAGE OF THE PRODUCT

FUNCTION + INFO + SOCIAL + GAMING

HYPOTHESIS 1

CONNECT YOUR

PRODUCTS TO THE WEB

THERE ARE OVER 1 BILLION COMPUTERS IN THE WORLD

AND NEARLY 1 BILLION SMARTPHONES. BUT A

100.000.000.000 THINGSRAFI HALDJIAN

Source: IDC, Gartner, The Real Life Social Network, Google (2010)

BY THE END OF 2015

15 BILLION OBJECTS WILL BE CONNECTED TO THE INTERNET AND

GENERATE OVER 30% OF TRAFFICSOURCES: IDG, GARTNER

“MUST” STRATEGIES

1. SOCIAL WEB AS OPERATING SYSTEM

2. PREPARE FOR A MOBILE ONLY INTERNET

3. ADD EVERYDAY VALUE

4. CONNECT YOUR PRODUCTS

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Email: mpfeiffer@bloom-partners.com

Twitter: @markuspfeiffer1

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