Socmob proximitybbdo dma2012_henny_vg
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Transcript of Socmob proximitybbdo dma2012_henny_vg
Social & Mobile
Henny van GerwenCreative Director/Partner at Proximity bbdo
My favourite song: Leonard Cohen
DMA2012 - 5 days in 15 minutes
Nice to meet you
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Trend 1 –the responsive conference audience
Trend 1 – more (social) data is less trust
35 ZB
35,000,000,000,000,000,000,000 bytes = 10007 bytes = 1021 bytes
People do trust their social network
People do not trust brands in their social network
“Trustability” = proactive trustworthiness
You Tube ‐ DMA2012 Saturday Keynote ‐Don Peppers
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Duke Energy 5% less churn by acting proactively
CSI+ 20%
Trend 2 – content is the new black
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Content marketing is a response generator Brands with daily content acquire twice as fast new customers compared to brands that refresh content on a weekly basis
Articles marked as ‘new’ or ‘update’ are being read 8 times more often.
Companies with an active blog have 4 times more indexed search pages and 2.5 more leads
Articles that are signed by an author are being perceived as a more credible source than anonymous content
Trend 3 –towards new 1-to-1 media
The smartphone is the ultimate 1-to-1 medium
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40% of all search is mobile
25% of mobile users are mobile only
Mobile + other channels = + 11% more sales (QVC.com)
The end of the mass DM ?
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+ 2.1% %
Small quantities, digital print
‐5.5%
Massmail
And what about the impact of Facebook ?
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Not all social media are created equally
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Does Facebook have impact on response ?
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Trend 4 – data also impact creativity