Social Media on LATAM. Luis Daniel

Transcription

1 Social Media on LATAM Luis Daniel

2 Accelerating the shift to digital 2009: The Year The Media Died TV Advertising declining, newspapers are going under, Web eclipses all other forms of media. 40% of all retail spend is influenced by the Web 62% of marketers say that traditional advertising efforts are no longer as effective High income households use Internet more than TV On average year olds have 20 online friends they ve never met in person 53% % of CMOs are striving to grow digital marketing capabilities 36% % of CMOs question the effectiveness of online presence 42% % of CMOs plan to change their Web agency Yet only 9% of CMOs plan to improve their relationship with the CIO

3 Business Case for Optimized Internet Business Platform Going forward, an integrated digital platform can become a source for competitive advantage. Cost savings will be achieved through the elimination of organizational redundancies, system consolidation, and improved efficiencies Cost Savings Hard Costs Drivers Reduction in media spend Optimization of Web development, maintenance and operations Consolidation of multiple platforms Expected Impact Dynamic optimized media buy, improved leverage with publishers resulting in lower media costs Lower cost of Web development and support Decreased technology licensing, maintenance and operations costs Opportunity Costs Reduction in time to market Workflow automation Ability to quickly create and execute marketing campaigns across multiple channels Timely content production and distribution Revenue Generation Customer Experience Optimization of customer experience (via relevant, timely, and reliable messages) Faster time-to-market (enables time-sensitive offers) Integrated cross-channel experience Brand consistency (via streamlined workflows) Automated optimization of digital ecosystem (advertising and content) across channels Reduced time for design, development and update of web presence Customer-centric experience coordinated across digital channels Consistent look and feel and messaging across brands and syndicated content New Revenue Sources Cross-sell and up-sell Expand the marketing reach Leverage internal and third party data to optimize offers across brands and product categories Lower cost of entry for new markets and segments

4 Consider 25% of enterprises will use social network analysis to improve performance and productivity by (Gartner, February 2010) The killer app for social network analysis will become the real-time next best offer that your contact center makes from all this intelligence, or the marketing campaign you re-arrange on the fly to save it from near-failure. (Forrester, December 2009)

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6 Microsoft solution map for digital marketing Customer experience solution area workload and capability alignment SUPPLIERS CONTENT PROVIDERS Business Capabilities Map for Digital Marketing-Customer Experience SA AUDIENCES ADVERTISERS REACH Web Content Identify Target Audience Acquire, Place & Deliver Social Media Search Computing Digital Assets Advertising Track Performance Analytics & Optimize Commerce Web Content Automated generation of Adaptive UX Digital Assets RETAIN Content Storage, & Management Site & Layout Management Search Web Content Analytics Commerce Digital Assets Engagement Monitoring Search Analytics Commerce Channel Scheduling Web & Coordination Content Digital Assets REVENUE Search Analytics Search & Recommendations Community Enablement Social Computing

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12 comparison BEFORE AFTER

13 When Should We Use It? ROMI Objectives * Channel Awareness/ Perception Deployment & Usage. Providing Support Building Community & Relationships Generating Demand Recruiting and Readying Partners Blogs High Med High Med Med Microblogs High High High Med Med Online Forums & Comments High High High Med Med Social Networking Sites High Med High High Med Media Sharing Med Low Med Med High Wiki/Collaboration Software Med Med Low Low Low Social Bookmarking Low Med Low Low Low Virtual World Low Low Low Low Low Social Widgets Med Low Med Low Low

14 América Latina Categorías Métricas Sistema Educativo Education expenditure Quality of math and science education Quality of the educational system Tertiary enrolment E-gobierno E-government readiness index Innovación empresarial Infraestructura Politicas de innovación Sistema legal Medios Sociales Fuerza de trabajo Facilidad para hacer negocio Capacity for innovation Company spending on R&D Firm-level technology absorption Utility patents Venture capital availability Business monthly telephone subscription Business telephone connection charge Cost of mobile telephone call High-speed monthly broadband subscription Lowest cost of broadband Government prioritization of ICT Government success in ICT promotion Importance of ICT to government vision of the future Intellectual property protection State of cluster development Effectiveness of law-making bodies Efficiency of legal framework Judicial independence Laws relating to ICT Property rights Publicidad en línea Total de usuarios de Internet Reach de Medios sociales Comscore Availability of scientists and engineers Extent of staff training Quality of management schools Dealing with Licenses -Cost (% of income per capita) Starting a Business -Cost (% of income per capita) Starting a Business -Starting a Business -Rank Starting a Business - Time (days) Doing Business Ranking Sources: OECD, World Bank, Comscore Microsoft Excel Worksheet

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17 The opportunity: Leveraging and integrating all digital touch points Special Interest Portals Mobile Phone Bluetooth Social Bookmarks Folksonomy Community DVB devices Wiki ONLINE MEDIA Digital Devices PDA s News SOCIAL COMPUTING GPS Cards Chat Rooms Photo Blogs Lutserver Forums Podcasts SMS Webcasts outdoor Vending Machines Newsletters Blogs CONVER- SATIONS MICRO CASTING Viral IM Games & Contests Digital POS WEB SITES kiosk Online Ads DIGITAL TOUCHPOINTS Vlogs Web radio Metups on location PR in store RIS SYNDICATION Blog Search Engines eadvocacy SEARCH Content partners Keywords Distribution Social Action Manifestos Influence Aggregation SEO VOIP Blog Aggregators Blog Search Engines Consoles INTER- ACTIVE & TV teleweb services RFID / BLUETOOTH In-game MMORPG DVR/PVR/PTV rfid tags Near Field Communication

18 What to do next? Recommendation Earned Media Participate on the social media services where your customers are participating Owned Media Run your own site so you control your brand s official content and message Paid Media Drive a huge audience to your brand s site and/or social media, depending on your strategy Social Intelligence Manage the data, customers, and content while offering social tools to employees Products & Services to explore Consumer products that aggregate social media services to simplify the digital lifestyle Software to build and manage your own site, which can integrate social media Audience & advertising experiences to ignite your marketing & social media efforts Software to manage social media customers and data, plus bring social technologies to employees

19 Is.gd\c7Jre 2010 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

20 Changing media landscape The way marketers interact with customers has always been changing Pre-media age Mass-media age Social-media age Talk face to face Talk to shop worker Talk face to face Talk to shop worker Phone call Consult a professional Readers letters Phone-in; TV / radio Viral Social bookmarking Comments on blogs Ratings on retails sites Price comparison sites Social shopping sites Talk face to face Talk to shop worker Phone call Consult a professional Readers letters Phone in; TV / radio Wish lists Personal blog Social network page Widgets Video sharing Photo sharing Chat room Source: Universal McCann Next Thing Now Wave 3 When did we start talking to strangers? Sep 2008

21 Where to Start? But Asking where to start is the wrong question Reacting is not a strategy Uncoordinated marketing, customer service and editorial efforts will break down How to reach this audience? when you have something to say or sell How to participate with this audience? to at least partially control the conversations How to understand this audience? to learn what s needed and what s working

22 Creating a Social Media Strategy

23 Earned, Owned & Paid Media

24 Growing Your Brand Leveraging One Microsoft

25 The Microsoft digital marketing vision Technology that delivers digital media agility and IT control Customer Experience Digital media agility Increase business agility and empower business users to engage their customers every time and everywhere IT control Build a secure and manageable digital marketing platform more easily

26 The Microsoft digital marketing vision Technical capabilities that enable customer experiences Web content management Use SharePoint (intranet) processes to promote and compete on Internet sites Search Enable delivery of content based on user profiles and through deploying FAST Search server in your enterprise Customer Experience Social computing Build social communities through Microsoft SharePoint enterprise-class social networking capabilities (built on Web 2.0 features) Digital assets Enable transformation of physical media (Web sites, print advertising, billboards, etc.) into live links for accessing information online through Microsoft TAG Advertising Enable a wider audience reach through advertising platform solutions such as Microsoft Advertiser Suite, Massive, and adcenter