社会化媒体及移动媒体营销

digitalplanningmobileandsocialmedia18thFebruary2010Thursday,18February2010today’smenuthedigitalmedialandscapedigitalplanningprocesssocialmediamobilemediarulesofsocialengagementtheopportunityThursday,18February2010PPCCPMCPConlinemediabuyingusedtobequitesimpleThursday,18February2010MobilesearchanddisplaySocialMediaCPM(display)CPAPPCSEO3rdPartyPartnershipsCPCCPEthelandscapeandwillcontinuetoisdiversifyingThursday,18February2010ResponseBrandingInstantReturnforAdvertiserLonger-termReturnforAdvertiserdigitalmedialandscape:early2000sThursday,18February2010ResponseBrandingInstantReturnforAdvertiserLonger-termReturnforAdvertiserdigitalmedialandscape:nowThursday,18February2010ClientBriefingMedia&BusinessObjectivesAgreedAgencyconductAudienceResearchAgencyrecommendmediastrategyClientfeedbackonstrategy/approachAgencyplanmediaplacementselectionAgencynegotiatemediabuyAgencyAcceptBriefCreativeTraffickedOngoingReporting&OptimisationBriefingPlanningActivationplanningprocessThursday,18February2010PLANNINGPROCESS:BRIEFINGClientBrief‣Budget‣Timings‣Product‣Audience‣ObjectivesThursday,18February2010ObjectivesAgreed‣Business‣MediaPLANNINGPROCESS:BRIEFINGThursday,18February2010AgencyAcceptBrief‣Agencyhasbeenabletofeedbackonclient’sbrief‣OnceacceptedagencytoturnaroundresponsewithinagreedSLAPLANNINGPROCESS:BRIEFINGThursday,18February2010AgencyConductAudienceResearch‣Plannershavemultipleresearchtoolsattheirdisposaltounderstandthesizeoftheiraudience,whatmediatheirtargetconsumesandwhatmotivatesthemi.esocialinterestsandbehavioursExampleTools:TGI(Net)&NeuroplannerPLANNINGPROCESSThursday,18February2010AgencyRecommendMediaStrategy‣BasedonAudienceinsightagencycannowrecommend:•Mosteffectivecommunicationchannels•Volumeofmediarequiredtoachievemediaobjectives(R/F)•Tacticstoensurecut-through/guaranteeROI/increasebrandperceptionPLANNINGPROCESSThursday,18February2010AgencyPlanMediaPlacementSelection‣Usingfurtherresearchtoolsagencycanidentifywhichpublishers/placementsarefrequentedbytarget‣AgencytobriefPublishersandreviewresponses‣Basedonpublisherresponse/resultsagencytoadvisemethodofengagementineachplacementPLANNINGPROCESSExampleTools:Comscore,Adrelevance,HitwiseThursday,18February2010ClientFeedbackonApproach‣Approved?‣Additionalinsighttoinformstrategy?PLANNINGPROCESSThursday,18February2010AgencyNegotiateMediaBuy‣Planner/BuyerstodrawupIObetweenpublisherandagency‣Addedvalue/ratecutssecuredwherepossiblePLANNINGPROCESS:ACTIVATIONThursday,18February2010CreativeTrafficked‣CreativeUploadedinto3rdPartyAdserverandtagssentovertoPublishers‣Relevantcontent/assetshandedovertoPublishers‣Trackingprovidedtoclient‣KeywordsgeneratedandcategorisedbyAdGroupPLANNINGPROCESS:ACTIVATIONThursday,18February2010OngoingReporting&Optimisation‣Business‣MediaPLANNINGPROCESS:ACTIVATIONThursday,18February2010ClientBriefingMedia&BusinessObjectivesAgreedAgencyconductAudienceResearchAgencyrecommendmediastrategyClientfeedbackonstrategy/approachAgencyplanmediaplacementselectionAgencynegotiatemediabuyAgencyAcceptBriefCreativeTraffickedOngoingReporting&OptimisationBriefingPlanningActivationplanningprocessThursday,18February2010questionsonplanning?Thursday,18February2010socialmediaThursday,18February2010ifFacebookwereacountryitwouldbethe4thmostpopulatedplaceintheworld,easilybeatingthelikesofBrazil,RussiaandJapanIttookradio38yearstoreach50millionlisteners.TerrestrialTVtook13yearstoreach50millionusers.Theinternettook4yearstoreach50millionpeople...900,000blogpostsarecreatedwithinasingle24-hourperiodInlessthan9monthsFacebookadded100millionuserstotheinternetTwitterreceivesover30millionuniquevisitorseachmonthFlickr,just4yrsold,hostsmorethan3.6billionuserimages.someBIGstatsThursday,18February2010publishermediasocialmediathewebhasbecomemoresocialThursday,18February2010brandincontrolone-way/deliveringamessagerepeatingthemessagefocusedonthebrandeducatingadvertisercreatescontentaudienceincontroltwo-way/beingpartoftheconversationadaptingthemessagefocusedontheaudience/addingvalueinfluencing/involvingusercreatedcontent/co-creationandbrandsneedtounderstandthedifferencetraditionalmediasocialmediaThursday,18February2010PARTICIPATEFACILITATESHARINGANDEVANGELISMGENERATEBUZZDEVELOPCOMMUNITYLISTENsocialmediarulesofengagementbrandsmustcrawlfirst,runlaterThursday,18February2010throughcarefulsocialmonitoringSkyperealisedthereweremanysimpletechnicalquestionsbeingaskedonthewebby(potential)Skypeusersexcellenceinsocialmedia:skypeThursday,18February2010Skypethenenteredtheconversationbyaddingvalue.Betterstilltheyprioritisedenvironmentswheretheirmessagecouldbesharedandspreadexcellenceinsocialmedia:skypetheresult?Thursday,18February2010skype’spositivesentimentacrossthewebimprovedby22.5%excellenceinsocialmedia:skypetheresultuserssharedtheirexperienceintheenvironmentsSkypehadparticipatedinThursday,18February2010questionsonsocialmedia?Thursday,18February2010mobilemediaThursday,18February2010calltext/smswapmmsbluetoothbarcodeGPSapplicationswifiemailaugmentedrealityhandsetscontinuetoevolveThursday,18February20100%8%15%23%30%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