BUILDING BRANDS IN A (POST-) SOCIAL DIGITAL WORLD DR. MARKUS PFEIFFER 28.06.2012
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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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