Post on 15-Jun-2015
description
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A Post Digital ManifestoMoscow | RIF | 23apr10Thom Kennon
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A Marketing Fable
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Once there was a powerful kingdom called advertising. It enjoyed a long and fruitful rule, starting with painted signs, town criers & sandwich boards and growing up into …
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catalogs, and radio sponsors & then cosmetics parties, and soon skywriting & big billboards & eventually made of lights & of course news magazine print ads & then …
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Then television came to this kingdom and with it lots of televisions spots & the TVC was born and matured …
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Finally there was born into this kingdom millions & millions of little lighted electronic things we could click on & illuminated digitised pages we could land on too…
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Then, something changed...
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It took the great thinkers who inhabited this kingdom of advertising a few years to describe & name & finally understand that change but in the end – or the beginning –most agreed it could be boiled down to one very powerful and very important and a sometimes very scary word…
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Who’s in charge now?…
The post digital consumer.
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What does control look like?...
The post digital mashup.
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My YouTube channelMy YouTube channel
My Facebook pageMy Facebook page
My Flickr photosMy Flickr photos
My Twitter listsMy Twitter lists
My FriendFeed streamsMy FriendFeed streams
My Google ReaderMy Google ReaderMy iTunesMy iTunes
My SERPSMy SERPS
My TiVoMy TiVo
My NetFlixMy NetFlixMy AmazonMy Amazon
My Rhapsody playlistsMy Rhapsody playlists
My Mobile appsMy Mobile apps
My HuluMy Hulu
My iPodMy iPod
My iPadMy iPad
My BookmarksMy Bookmarks
My FeedsMy Feeds
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How the mashup works:
A famous Use Case…
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“A friend tweeted a link to a video about some flash dance and I searched it later & found it on YouTube and added it to my favorites and shared it with EVERYBODY for weeks on
Facebook…”
19http://www.youtube.com/watch?v=VQ3d3KigPQM
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3 Founding Post Digital Principals
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# 1 Advertising is dead
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# 1 Advertising is deadhalf
>
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•Search•Social•Display•TV•OOH
•SMS•Mobile web•CSR/Care•OOH•Video
•SEM•Email•SMS•Fixed web
•CSR/Care•Social
•Mobile web
•Social•Mobile web
= Advertising= Post digital
Customer Lifecyle
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#2 The mash-up is the new interface
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#3 Engage-ability is the new KPI
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>
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A post digital credo:
We believe…
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1. Consumers control the interface2. Authenticity + bravery is our new brand promise3. Our best customers are our best media4. Listen first - always5. A click that shares is as important as a click that buys6. All media is potentially earned media7. Unmeasured media is wasted breath8. If we have to choose, we choose mobile.9. Our brand is everywhere and so are we10.To engineer true engagement we embrace the
mashup and are ready to lose significant control…
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A post digital handbook
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Lesson 1 … Applied listeningLesson 2 … Search + socialLesson 3 … Mobile + social Lesson 4 … Social media as DRLesson 5 … Post digital mashupLesson 6 … Social CRM
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APPLIED LISTENING
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Insights for creative briefs, audience targeting, touchpoint planning, messaging, offers, UGM
Insights for creative briefs, audience targeting, touchpoint planning, messaging, offers, UGM
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SEARCH + SOCIAL
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What’s all this I keep hearing about “ovi maps”?...
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MOBILE + SOCIAL
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“Htc G1 vs. the Motorola Cliq Had the G1 but not had the Motorola Cliq. Pros and cons of Motorola cliq?”
1. HeadOver Heals is
comparing phones & seeking
advice…
2. One friend suggests a
‘free iPhone’…
“free iph0ne www . e‐
castig.com“
What’s my next phone, peeps ; >
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Hey @tophe, once again you're a star ;> ... and @headover, glad you like the 5230.
If you've already started playing with the awesome mobile maps satnav, you might want to enter the "Tell us your Ovi Maps Story" contest. You could win another smartphone for a very best friend! ;>
Here's the link http://bit.ly/ahydPyThe Nokia US Guy (in addition to @tophe)
Hey @tophe, once again you're a star ;> ... and @headover, glad you like the 5230.
If you've already started playing with the awesome mobile maps satnav, you might want to enter the "Tell us your Ovi Maps Story" contest. You could win another smartphone for a very best friend! ;>
Here's the link http://bit.ly/ahydPyThe Nokia US Guy (in addition to @tophe)
“well i ended up getting the new nokia 5230 aka nuron ‐ absolutely love it.”
“LMAO another Android user goes to Symbian . Need any cool apps just hit me up”
3. Looks like she bought a
5230, and loves it…
4. Our friended advocate
chimes in with props and assistance.
5. Our social CRM channel manager offers congrats &
drops a promo link to the Map Contest
One new customer + one old friend…
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The Social CRM ecosystem“Hey ... check it out: Tell your Ovi Maps story
and win a Nokia smartphone. Here's the YT video of the contest http://bit.ly/dfs9Mm When you're done, tweet your stuff to @OvibyNokia”
“Hey ... check it out: Tell your Ovi Maps story and win a Nokia smartphone. Here's the YT video of the contest http://bit.ly/dfs9Mm When you're done, tweet your stuff to @OvibyNokia”
Social 1-2-1, in a many environment
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SOCIAL MEDIA AS DR
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Twitter + Blogs + YouTube = Targeted Traffic
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POST DIGITAL EVENTS
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Your House of Walker Experience is about to
begin. Don’t forget to check in
via foursquare and tweet about the event
#JohnnieWalkerTasting
Total emerging mashup … and whiskey too
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Total emerging mashup … and whiskey too
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SOCIAL CRM
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UPLI
FTAM
PLIFY
Targeted listening drives focused Social ‘pre-customer’ engagement program in the social wild
Organic brand presenceIn
crea
sed
enga
gem
ent
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Social CRM specialists on duty onsite & in the social wild --- 1-2-1 engagement with the many
Live chat
Call
Mums posts on forums, blogs e.g. Momypedia, YahooAnswers, Facebook etc.
Social CRM advisors answer, engage, recruit …
• Careline pushes cadenced relevant messages timed to pregnancy state• Mums can txt questions to Careline, receive tips & advice
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SPIRITED DEBATE, HEATED INTERROGATION, VIOLENT
AGREEMENT &…
… COMMENCE POST DIGITAL PLANNING.