iStrategy Conference Day Two

Good morning from the iStrategy conference in London. I will endeavour to update my notes here as and when it seems appropriate.

Eric Liedtke

Brand Marketing addidas

The millennium has bought a proliferation of choice

New world new challenges, how the marketing landscape has changed from the 70’s to the current day.

Moving from cruise ship mentality to speedboat

• Cruise ship represented the big campaigns, months of planning, huge budgets, spike in sales and then nothing until the next one comes along.
• Speedboats turns consumers into fans, publishers, broadcasters and brand ambassadors.

How the world cup worked for adidas

• Objective: to be the most talked about brand in the 2010 FIFA world cup.
• How to get consumers to interact with your brand? Adidas went to consumers in Facebook rather than adidas.com as that was where the consumers were. Better strategy than trying to bring consumers to adidas.com. Fish where the fish are.
• Encouraging people to soak out by providing interactive games and questions that generated comment
• Creating content, commissioning artists to paint key moments from tournament, asking fans to vote on what should be painted, auctioning balls, etc, etc

Results

• 65% vertical environment secured
• 25% of online buzz
• 1.8 million Facebook fans
• Over 300 billion people were exposed to the brand during the world cup.
• Nike failed to gain as much success as their campaign was all about the huge cruise ship video with no continued buzz, activity around the brand.
• Cost of title sponsorship????

Free coaching apps under the adidas micoach banner gives people the chance to experience a unique coaching device for free. Hope is that this will bring people into adidas and lead to sales of the micoach devices and apparel that offer enhanced functionality.

• Leads to increased lifetime value from the consumer
• Focus on consumer needs
• An engaged consumer represents the highest value
• Integrated approach across product, services, communications and retail channels
• Personalize the offer, make it something that’s unique

Mobile is the new frontier with growth rates 5 x that of the Internet

Mark Stuart

Head of research, Chartered Institute of Marketing

Big trend seen in move from offline to online advertising with many companies now saying they will no longer be doing offline.

Myths

• Customers will search for you
• Everything is at the click of a button
• You can easily drive customers to your website
• The internet opens up the world to individuals
• Reality is that people have a small space they like to live in and are unlikely to venture far from their favourite, trusted sites. You can increase reach by piggybacking of this rather than trying to bring customers to your website.

Promoted the idea of a village, where people only want to go to one or two places
Inhabit the spaces people are in already facebook, google, etc

Understanding the distinction between how people want to be spoken to and communicated with online and how they don’t.

Employees need to live in the online space as their customers do.

Hard Facts

• 3M targeted grad recruitment by changing landing page and witnessed 2.5 times more applications than previous years for only 25% of the budget.
• Don’t focus on the sales, focus on the customer by being in the place where the customer is already.
• Marketing trends survey shows social networking is dominating.
• Does it make any money? Dell made $3.5 million in 6 months through Twitter.
• Wow – Yahoo collects 10TB of data everyday

Mark Stuart is happy to send out full copies of his presentation. Contact him here Markstuart@cim.co.uk

Jonathan Oliver

Brand Strategist, Microsoft

Discussion centered on creative constraints

• The bibao effect, worth googling this. Attributed growth of city to frank Geary architecture and the associated feel good factor.
• Everybody has had to deliver bad news in a creative way. I dumped you “because it’s me” nothing to do with your bad breath and snoring.
• The merger of creativity and technology = Creatology
• The long nose. Theory about the growth of technology
• Marketers need to be thinking about what consumer experiences are coming up in the future and how we will interact with them.

“As I hurtled through space one thought kept crossing my mind. Each part of this capsule was supplied by the lowest bidder.”

John Glen, Astronaut

Wayne Gibbins

Viadeo

I really got engaged in this session and didn’t take make notes, however, the theme was Linking social media with the real world

• Few examples of pure social media, most case studies involved collaboration and integration with many other services.
• Shoot the bear video on YouTube
• Important to innovate not emulate
• Look at social media in context with technology trends

David Henry

Monster Worldwide

Optimising your store front

Again, another engaging presentation, so not so many notes.
Food for thought or very depressing: A job is not just a job, it comprises 70% of your adult life.

People have dispersed networks in social media, your boss could be your friend, so careful where you tread.

• User centric design
• Understanding the user journey
• eCommerce trends
• Relevance and simplicity always win, see google evolution for example.

Some basic rules

• 3 clicks to buy
• 1 try and your out
• Speed is a basic expectation

Human search, conceptual search. The wider search criteria you may have when buying a car for example (needs to be good for kids, have room for the dog, bio diesel, red, 5 door).

The tensions of the search

• I want it to be fast and easy BUT i want to be able to filter on many criteria
• I don’t want to look at lots of posts BUT I want to find the right job

Good job boards increase efficiency and reduce uncertainty

Monster developed technology called 6 Sense

• Most searching is bullion based and limiting as it is very literal. 6 sense search captures the meanings of words and finds results based around them. It will be interesting to see how that copes with some of the vagaries of job titles. Sounds very much like it is based around a burning glass / daxtra engine.
• Google iPad human interface guidelines.
• Companies often lack the capture tools, analytical tools and peresonal bandwidth to turn this information into actionable activities.
• Ten horrifying display ad placements
• Survey found 40% of people used site search to find what they were looking for as opposed to in site navigation.

Charlie Osmond

Www.freshnetworks.com

And another good one . . . . .

• Metrics simplified
• Social ROI sucks
• The backlash
• ROI examples

Metrics

• Web analytics – usual suspects, key drivers
• Outreach metrics – how is the message being carried forwards into the blogosphere, etc
• Community health – forward looking indicators as to possible value in future based on actions today. How are people engaging, emails OPEC, return visits

Gary vaynerchuck – wine network, social media guy

Mentions mcdonlads foursquare day. Blog post says door traffic up 33% which would be huge. Actually foursquare checkins were up 33% a very different number.

Surveyed 10 monitoring tool over one month. Found huge difference between results. The human element is essential in understating sentiment.

Good examples of social media campaigns

• TM Lewin
• Jimmy Choo
• Vetecc.com 60% sign in everyday, 95% sign in every week.

Removed barriers to growth for business by building vets community to call on.
Designspark website for electrical engineers, free software here to help engineers design. Allows them the add components.

Hub and spoke concept

• Have a central hub from where you reach out to a number of other social sites but bring people back into your website to transact.