Andy Lark CommBank Pres

Andrew Lark | Inside Out

www.istrategyconference.com

Marketing 2.0Five New “Ps” For Marketing in the Virtual Era

Participate | Place | Produce | Play | Purpose

Andy Lark | kiwilark | [email protected] | [email protected]

mailto:[email protected]

mailto:[email protected]

Andrew Lark | Inside Out3

Interaction(stream)

Information(search)

MAINFRAME

MINI-COMPUTING

PC/CLIENTSERVER ERA

INTERNETERA

1950s

1960s

1980s

1990s

2010s

VIRTUAL ERA

Welcome to the Virtual Era


1 out of 8Married couples met online

25% of Americans watched a short video on their phone…

2/3 of internet users visit social networks

67,000+join LinkedIn daily

Twitter Growing at 1382% Growth per year

30% on facebook

50% visiting daily

13 hours of video uploaded to YouTube every minute

830,000+joinFacebookdaily

20,000,000join Facebook fan page every day

Facebook

2nd most popular website in Aus

25,000, 000,000items shared by Facebook users every month

48% sharing content

800,000,000people onFacebook

(55 mins per day)

9 in 10Seeking opinions of others

4th

Most Twitter Users

38%Interacted with a brand


Power Shifted

5 Confidential


• 65% of Facebook users post monthly about products/companies

• 60% “Liked” a company due to friend’s post in last month

• “51% of Facebook and 67% of Twitter users are more likely to buy since becoming a fan/follower

Confidential

The Expression Economy

Andrew Lark | Inside Out7 Confidential


AttentionShifted


80% of mobile

customersonline

201187% of mobile

customers not online

2007

50% of Australians have a Smartphone


80% of Twitter Usage is Mobile


11

Confidential

“80% of mobile users watch TV with their devices in hand and 40% are using them for social networking”

CMB Consumer Pulse 2009/2010.

12

The Growth of “Companion” Activities82% of Internet users now use Internet banking


11/07The month social usage surpassed email

13 Confidential


Data ShiftedBig Data will be powered by the lifestream


We Must Shift


16

Transmission is insufficient. Participate!P#1



18

Confidential


Drive transparency & engagement


Institutionalize listening


Build platforms for engagement


Facebook Deals……A new way to connect with customers

Commonwealth BankGeorge St

Free Movie Tickets with a new Everyday Account...


23

Channels are transforming. Find your Place.P#2


More than a tablet or smart phone

24

25

Kaching

Only one bank is truly mobile:• NFC payments via your mobile phone

• Integrated with your debit and credit accounts

• Peer to peer payments via address book, email and Facebook

• The most secure form of mobile payment

• Over 12,000 customer have pre-registered for Kaching




The Marketing Command CenterMonitors and routes over 22,000 online mentions of Dell every day

• Conversations analyzed by topic, sentiment, share of voice, geography.

• Information routed to the right people - wherever they are in Dell- for

response, insight, or action.


29

Confidential

"No card, can't shop. Not

happy"

”No Problem"


30

Confidential

Content is the differentiator. Produce!P#3


Infosumers vs. Prosumers


23%Of social media messagesInclude links to content

*27,000,000Pieces of content are shared each day

Enable linking. Mine Link data


33

Confidential

Content drives marketing efficiency


Measure Expressions


35

Confidential

146m views. 21m on content from Coke.


Optimize for social platforms – 90% of views


37

Seek new sources of engagement. Game on!P#4

http://i35.tinypic.com/2ugmfpj.jpg


Play and games enable brands to create rich, self-regulating playgrounds for their stories


Of 750 million Facebook users, 270 million are Zynga Gamers

social media = Play Media

http://online.wsj.com/article/SB10001424052748704590704576092460302990884.htmlhttp://techcrunch.com/2010/07/30/half-of-all-facebook-users-play-social-games-its-40-of-total-usage-time/

Of the 410 minutes spent on Facebook each month, 50% of all time is spent playing Social Games

20 billion valuation

http://online.wsj.com/article/SB10001424052748704590704576092460302990884.html

http://techcrunch.com/2010/07/30/half-of-all-facebook-users-play-social-games-its-40-of-total-usage-time/


Chore Warsmaking housework exciting

41

Centenary Time Vault – An Online Treasure Hunt in FacebookDriving Engagement in our Centenary

What it is:• One clue a day for two weeks• Crack the clues by finding hidden

Content online and in-branch• $2000 prize per winning clue• Winner is drawn at random each day

After 6 Questions:• 11,230 registrations • 2.30 mins interacting with Time Vault.• 35% Increase in site traffic• 5,118 hype reel views• 10,000 new Facebook friends

Andrew Lark | Inside OutFRS 2011

Exist?So, why do you

Purpose driven companies create more value, more promoters, more…P#5


Your Purpose:

43

– Explains why you exist – internally and externally

– Becomes a decision filter for everything you do

– Drives results

Purpose-driven companies

outperform general market 15:1

4X revenue growth

12 stock appreciation

7X rate of job creation


Purpose drives energy and vitality

• I improve the quality of life for millions of Australians by helping them save money

• I negotiate with vendors until they give me the lowest price possible

• I help provide food choices for people that nourish their bodies, their communities and the planet

• I work for a grocer that has the highest profits as a percent of sales, highest sales per square foot, and highest same-store-sales

• I give people the freedom to fly

• I load bags onto airplanes

Which response do you think an employee would rather give in answer to this question: what do you do for a living?


Mahatma Gandhi

You Must Be The Change You Wish To See In The World



www.istrategyconference.com

Andy Lark CommBank Pres

Business

views andrew lark

engagement andrew lark

stories andrew lark

mobile10 andrew lark

listening andrew lark

dayandrew lark

problemandrew lark

prosumersandrew lark