Social Strategy Overview for Agencies and Brands at Google Squared
Brands in the digital age - Google Squared
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Google Squared 27.02.15 Digital brands brilliantnoise.com @amayfield
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Transcript of Brands in the digital age - Google Squared
Google Squared 27.02.15
Digital brands
brilliantnoise.com @amayfield
- Disruption, digital and brands.
- Customers and digital.
- How brands are responding.
We’re going to talk about…
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Disruption
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The future is six months away
1.8B million photos are shared every day.
300 hours of video uploaded per minute
The amount of global digital information created and shared - from documents to pictures to tweets - grew x9 in five years
to nearly
2 zettabytes [1 trillion gigabytes] in 2011.
Exponential growth.
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“…over the history of computing hardware, the number of transistors in a dense integrated circuit doubles approximately every two years. ” Source: Wikipedia: http://goo.gl/GgzR
Source: KPCB: http://www.kpcb.com/internet-trends
13Source: KPCB: http://www.kpcb.com/internet-trends
14Source: KPCB: http://www.kpcb.com/internet-trends
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The Innovator’s Dilemma
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17
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Combinatorial innovation
Web history and culture
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Media revolutions.
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A history of the internet starts with social networks.
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Homo sapiens is a social network.
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Phases of the internet. Military. Academic. Citizenry. The web. Boom and bust. And boom… Reading the network. Social-mobile web.
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Military.
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1962: J.C.R. Licklider discusses an “intergalactic network”
1966: Robert Taylor initiates the ARPAnet project.
1969: First four nodes are connected.
http://www.internethalloffame.org/internet-history/timeline
Academic.
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(Technie) citizens.
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1982: First public WAN launches (in Europe).
1991: Al Gore creates Bill to fund the “Information Superhighway”.
1982: The WELL, one of the first online communities, is started.
Web.
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1989: Tim Berners-Lee writes a proposal for the Web.
1993: Marc Andreessen and Eric Bina creat the first browser.
1995: MP3 file format created.
1994: First blog created by Dave Winer.
1992: - First text message.
Boom and bust.
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1998: - PayPal founded. - Google founded.
1995: - eBay founded.
1994: - Amazon founded.
2000: - Dot-com bust.
Google.
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Web 2.0
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2001: - Wikpedia created. - RSS created. - Creative Commons
founded.
2004: - Flickr - Facebook
2006: - Twitter
founded - Google buys
YouTube
Today: the social-mobile web.
32Source: KPCB: http://www.kpcb.com/internet-trends
Customer behaviours online
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In charge.
34Source: Forrester Research 2012
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Hyper connected.
Information overload (hs been with us since writing).
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Always-now* .
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* Magnus Fitchett, Sapient Nitro
Privacy & publicness.
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"The NSA controversy has heightened
awareness of [privacy and security]," he
said. "Being very transparent with clients,
readers, customers about the [browsing]
experience they are having and
consequences of it…
“We want to be more respectful of privacy
and also want to monetise our audiences
our way. Being more focused on privacy is
not bad for business, it can be good."
Source: Guardian: http://goo.gl/KRDGPT
Moral panics.
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"Now that anyone is free to print whatever they wish, they often disregard that which is best and instead write, merely for the sake of entertainment, what would be best forgotten, or better still, be erased from all books.”
Niccoló Perotti in 1471
How brands are responding
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The shift in marketing.
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Principle creep.*
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* Russell Davies.
If you really work at it, you can always make the internet fit the business model you understand.
Complexity and confusion
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Two futures for marketing:
1. Promotions dept. 2. Customer experience owners.
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The rise of customer experience.
- Consider: Aware of need.
- Evaluate: Comparing options.
- Buy: Purchase process.
- Enjoy: Using product.
- Bond: Developing trust.
- Advocate: Active recommending.
Customer decision journey stages
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http://bit.ly/1B4OBEj
Efficiency is the new premium.
Customer centric planning - digital channels
Customer Goal: Buy a return flight to New York for a shopping trip.
Search Engine
Brand website
Price Comparison
Social Media
Consider Evaluate Buy Bond Advocate
1 3
7 8
9 102
5
4 6
Customer journey mapping - omnichannel
Source: eConsultancy
An operations mindset.
I. Leadership: Vision, mandate, example, investment.
II. Clear values and vision: They know what the organisation is about.
III. Principles-led: Articulate how they want to operate.
IV. Pilot & scale: Managed experiments with managed risk and clear metrics, leading to the building of systems and resources to build on success.
V. Frameworks & Governance: Systems to guide projects and connect key stakeholders.
VI. Digital literacy: They invest in digital skills across the organisation.
Six things digital brands do well.
Customer first.
Earn advocacy.
Transformative digital.
Burberry.
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- In-house global content team of 20+.
- Pilot and scale approach to new platforms and technologies as customer touch-points.
- Visionary leadership - creative and business.
Netflix.
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- Disruptor by nature.
- Happy cannibalise own sales with radical business models.
- 300 strong data team.
- UX & CX-obsessed.
“The goal is to become HBO faster than HBO can become us.” Ted Sarandos, Chief Content Officer
Buzzfeed.
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- Classic disruptor - build a low quality proof of concept, then scale.
- Second generation web publisher.
- Sharing is distribution.
- All about data, all about sharing.
- Follow the user, not the platform.
- Run 12 campaigns - pick the one that works.
Buzzfeed.
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He’s always doing this…
http://on.recode.net/1zcznGl
Zappos.
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- Customer-obsession.
- Culture.
- Data.
- Innovation: find engagement then scale - #NextOOTD
- Pushing decision-mkaing away from the centre - Holacracy.
Coca-Cola.
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- Strategic business leadership. Muktar Kent announces 20% of $2.5bn budget moving to earned media in HBR.
- Creative leadership. Cannes presentation begins story of how storytelling is changing.
- Vision. Supporting challenger mentality.
- Pilot and scale. Local markets trial new approaches then scale globally, e.g. storytelling corporate home page.
- Budgets, teams and metrics evolve. Brand love’s relationship to sales established - how does social show brand love.
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Learn from disruptors.
- Coca-Cola’s 70:20:10.
- Growing culture of risk-taking and innovation beginning in marketing.
- Coke Founders Programme: serial-entrepreneurs let loose inside the company.
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Learn from disruptors.
- GE FastWorks based on The Lean Start-Up method.
- 40,000 employees trained in its principles.
- The “next Six Sigma”.
- Questioning.
- Evidence-based.
- Purposeful.
- Constructed arguments.
- Open-minded.
Critical thinking required.
Focus on data and distribution.
http://www.buzzfeed.com/dashboard/buzzfeed
Get your copy here: brilliantnoise.com/stories-scale-ebook/
Financial Services Trends Report2015
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