Download Social Media to Mass Media

Exchange4Media Conclave
Rahul Welde
VP Media
Unilever
Asia AMET
Slowdown
New Rules ?
The fallout from the slowdown
• Wake-up call across the spectrum
• Renewed focus on costs
• Heightened competition
• Back to basics
Widespread impact on Media and
Communication
What are the new rules ?
Are there any new Rules ?
Two big themes will ride
the future
• Ideas
• Accountability
Accountability is in sharp focus
• Return on marketing spends
• Agency – Performance/Delivery
• Role of Procurement is here to stay
• Enhanced audits/controls
Return on Marketing Spends –
An ongoing challenge
• Consumer value – topmost priority
• Importance of In-store activation
• Greater attention on Analytics
• Balance between Efficiency and Effectiveness ?
Agency Performance is
under focus
• Sharp challenge on legacy relationships –
surfeit of pitches
• Stronger linkage to delivery – the new norm
– Agency performance
– Brand performance
Role of Procurement and Audits
• Paramount to good governance
– Witness = Prosecutor = Judge ??
• Relevant expertise or Bad cops
Audits and role of procurement is here to stay ;
Relevant stakeholders and not some evil witch(es)
Great Ideas still rule
Great Ideas still rule
New rules/models of
idea generation
and
execution
New rules/models of idea
generation and execution
• Big ideas that travel
• Non-linear process
• Network approach
• Crowd / Open Sourcing
Big Ideas that travel
AXE Wake Up Service
•
Integrated campaign leveraging new media
•
Activated on all channels to drive a sexy mobile application
•
Results
• Awareness up to 80%, Cool/Stylish/Trendy 38%
• Purchased more than twice up to 36.8% from 14.2%
Network Approach
Dove Ugly Betty - China
Collaboration - agencies, producers and media
Media
Brand
Creative
PR
Media
Brand
Creative
Digital
PR
Mobiles
Media
Social
Brand
In-store
Digital
Content
Creative
Ideas Generation and Execution
Non-linear processes
• Life cycle of ideas – getting shorter
• Number of ideas required – more
• Speed of response - faster
• Frequency of changes – very high
Big changes in consumer
landscape
• Role of traditional media
• Role of consumers
– Word of Mouth
– Social Media
Requirement for communication
Experience
Dialogue
Respond
Deeper
Content
Interact
Enriched
Fulfilling
Engage
Experience
Dialogue
Respond
Deeper
Content
Interact
Enriched
Fulfilling
Engage
Yesterday’s thinking
Interruption
Engagement
Today’s imperative
Interruption
Engagement
Conversations
Marketing takes a day to learn……...
Unfortunately it takes a lifetime to master - Philip Kotler
Product
Place
Price
Promotion
Kotler’s Mix
“Participation”
is
the 5th P of Marketing
Traditional mass media is still a
key influencer/channel
Influence of Traditional
Media is waning
• Driven by digital / new media
• Consumer perceptions and trust
Too much advertising is
annoying
Turned off by the ads
% agreeing
35
%
30
25
TV ads are annoying
Enjoy ads as much as TV
programmes
20
15
1989
1990
Source: TGI
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
Growing fatigue and cynicism
towards Marketing messages
“Shooting down
advertising has become
a kind of sport”
98% of direct marketing is :
Ignored……Annoying…
…Wasteful……Insulting…
…Irresponsible…
Source: Jonathan Bond, Richard Kirshenbaum,
‘Under the Radar - Talking to Today’s Cynical Consumer’
Trust for consumers is highest
Word of Mouth
US 81%
WW 70%
Editorial
56%
55%
Advertising
55%
59%
2006 eMarketer
The degree of friendship remains the
strongest driver of influence
“Thinking about sources of information about products or services that you use, how much do you trust these
sources?”
(4 or 5 on a scale of 1 [don’t
trust at all] to 5 [trust completely])
65%
67%
Opinion of family/friends/colleagues
39%
36%
Information on a manufacturer's Web site
34%
36%
Consumer review on a retailer's site
35%
A review of the product or service in a newspaper or magazine or on TV
34%
30%
32%
Information you find via a search engine
29%
31%
Consumer review on a product review site
28%
27%
Information on a retailer's Web site
Information in online chat rooms or discussion boards/forums
A review by a blogger/on a blog
Email newsletters
19%
20%
17%
18%
14%
15%
Base: 13,076 European online adults and youth
Source: European Technographics® Media, Marketing, And Social Computing Online Survey
Male
Female
Emergence of Social Media
Why does social media matter?
Exploding
• Millions joining everyday
1.335,870,000
• Active Social Networking
308,692,000
• Billions of “Tweets”,”Likes”
350,000,000
1,177,128,000
• 400 Mln + Facebook users
• 200 Mln + Mobile SN users
Why does social media matter?
Engaging
• Avg time: 5hours:35min/month
• 42% have uploaded a photo
• 15% have uploaded a video
• 12% have authored a blog
• Communicating Online?
– 33% use Facebook
– 44% use eMail
– 23% use other Social Tools
Source: GroupM 2010 consolidated figures
Enormous Influence
Original
Art
Paperchase Stationeries in UK face outrage from
Twitter users seeking Valentines Day boycott
over possible copyright infringement
Marketers
may ignore
social media….
….But Social
media will
not ignore
marketers
Proliferating Consumer Content
Worldwide users of consumer-generated content (millions)
2006
2007
2008
2009
2010
2011
Source: eMarketer 2007
128.0
147.5
169.7
195.7
225.8
253.6
“Participation”
is
the 5th P of Marketing
Consumer participation is
the big shift
and
an opportunity.
Peperami - Redefining Marketing
• Leading meat snack brand in UK
• Targets young blokes and kids
Redefining Marketing
•
Leveraging internet, social media, communities
•
Disruptive approach – no agency
•
“Crowd-sourcing” as a way of life
•
This is not UGC !
What is “Crowd-sourcing”
•
Distributed problem solving
•
Social media strategy where online users come
together for a common interest or task, to
exchange ideas, information and opinions.
•
Quickly disperse on completion – not in control
of the marketer.
How does “Crowd-sourcing” work ?
What is Peperami’s disruptive approach
•
No advertising agency
•
Advertising brief farmed out on the internet
•
1200 responses in 6 weeks
•
Idea shortlisted and converted into a campaign
Benefits to Peperami
•
Access to many more ideas
•
Fraction of the conventional cost
•
Output as strong as conventional route
•
Open-sourcing for more engagement possibilities
Ideas Factory !
Great Ideas still rule
The rules are changing
• Big ideas that travel
• Non-linear process
• Network approach
• Crowd / Open Sourcing
Summary
Two big themes will
ride the future
• Ideas
• Accountability