Ddma Dialogue Challenge2009

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Dialogue in SocialMedia DDMA Dialogue Challenge 2009

description

A confronting approach to Social Media for the DDMA Dialogue Challenge 2009 (Dutch)

Transcript of Ddma Dialogue Challenge2009

Page 1: Ddma Dialogue Challenge2009

Dialogue in SocialMediaDDMA Dialogue Challenge 2009

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• ik geloof in de dialoog

• het is tijd voor verandering

Wat doe ik hier?

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“Dialogue”• di⋅a⋅logue  [dahy-uh-lawg, -log] noun, verb -logued, -logu⋅ing.

• 1. conversation between two or more persons.

• 2. the conversation between characters in a novel, drama, etc.

• 3. an exchange of ideas or opinions on a particular issue, esp. a political

• or religious issue, with a view to reaching an amicable agreement or

• settlement.

• 4. a literary work in the form of a conversation: a dialogue of Plato.

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dialoog = vraag&antwoord?

• 10% inhoud

• 30% toon

• 60% lichaamstaal

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Discrepancy=Disbelief

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SocialMedia

• elke fysieke of virtuele drager van een menselijke emotie of gedachte welke

door de zender en ontvanger(s)

gelijkwaardig kan worden gebruikt

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Waarde verplaatsing

•Advertisers can no longer pay for attention, they must earn it

•Advertisers can no longer research effect, they must count it

•Advertisers can no longer own a brand, they must represent it

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en mijn merk dan?

• heeft jouw merk klanten?

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PAID PAID

OWNEDOWNEDEARNED EARNED

PAID MARKETING

AND COMMUNICATION

BECOME EARNED

DIALOGUES

•Website

•In-Store

•Support

•CRM

•Marketing PR

•WordOfMouth

•Viral

•Communities

•Advertising

•Packaging

•Sponsoring

•CPO deals

•Joint Promo’s

•Directories

•Branded Content

•Client Comments

•Packaging

•Agreed Message

•Permitted Targeting

•Minimal Waste

•Common Sponsor

BRAND CUSTOMER

Audience Measurement

Audience Measurement

Effect Measurement

Effect Measurement

BUSINESS OBJECTIVES

MARKETING STRATEGY

EMPOWERMENT CHOICE:

SHAREHOLDER VALUE

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Transition from media-buying to message-delivery

• Agreed Message– Co-created tested creative, based on customer insight

– Advertiser becomes “amplifier” of customer-voice

• Permitted Targeting– Digital profiling and database-driven opt-in across mediaowners

– Mediaowners become content-aggregators on behalf of customers

• Minimal Waste– Joint effort by supply-and-demand parties involved to reduce waste

– Focus on distribution cost (printing, display, logistics)

• Common Sponsor– Empowered customer is community-active at events and institutes

– Advertisers engage with leading members to create sponsor-role

Audience Measurement willplay key-role in identifyingconcentration of target-customergatheringpoints across allmedia-types even when averagecontact-frequency is minimal

PAID

OWNEDEARNED

•CPO deals

•Joint Promo’s

•Directories

•Branded Content

•Client Comments

•Packaging

•Agreed Message

•Permitted Targeting

•Minimal Waste

•Common Sponsor

CUSTOMER

Audience Measurement

Effect Measurement

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Transition from media-buying to message-delivery

• Branded Content– Ready-to-share and embed, tagged for tracking purposes

– Behind-the-scenes, inside the company, brandvalues-inspired

• Client Comments– Let your customer speak on your behalf and give them a stage

– Facilitate, publish and support the dialogue on your web(site)

• Packaging– Tangible or virtual carriers of goods and services are explicit acts

– Clever design, sustainability and reliability convey customer insightsEffect Measurement will focusless on “counting the clicks” andmove to “rating the answer” ascustomers will give real-time response to everything that theyfeel is relevant to the mutualvalue-exchange between youand them

PAID

OWNEDEARNED

•CPO deals

•Joint Promo’s

•Directories

•Branded Content

•Client Comments

•Packaging

•Agreed Message

•Permitted Targeting

•Minimal Waste

•Common Sponsor

CUSTOMER

Audience Measurement

Effect Measurement

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Transition from media-buying to message-delivery

• CPO deals– Advertisers increasingly benefit from ‘exchanges and marketplaces”

– Often allowing the media-space-seller to (co-)design the ads

• Joint Promo’s– Online retailing is changing from specialty- to conveniencestores

– Advertisers can design new trade-models outside direct-selling

• Directories– Search Marketing and Portals are almost real-time data-feeds

– Automated offerings and discounts can provide impuls-driven traffic

PAID

OWNEDEARNED

•CPO deals

•Joint Promo’s

•Directories

•Branded Content

•Client Comments

•Packaging

•Agreed Message

•Permitted Targeting

•Minimal Waste

•Common Sponsor

CUSTOMER

Audience Measurement

Effect Measurement

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ROI of Dialogues

Twitter, Linkedin en Facebook overwegen beursgang

Sociale netwerksites Linkedin en Facebook en Microblogsite Twitter gaan mogelijk

naar de beurs. Dinsdag liet oprichter Biz Stone van Twitter weten een overname

niet te zien zitten, maar andere mogelijkheden om geld op te halen houdt hij

open. 26 nov 2009

BreakingNews op Twitter nu van MSNBC•tags: cult office

Het Nederlandse Breakingnews-account op Twitter komt in handen van de grote Amerikaanse nieuwssite MSNBC.com.

Dat maakte BNO News van de 19-jarige Michael van Poppel maandagavond bekend. Het Twitter-account met 1,5 miljoen followers is voor een onbekend geldbedrag van eigenaar gewisseld. Oprichter Michael is een eigen persbureau gestart, BNO News.

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Knowledge Network

Knowledge

Behavior

InsightDataweb-stats

ad-management

industry averages

log-filesretail-data trends

feedback

suggestions

focus groups

TalkingWriting

MovingWatching

Listening Clicking

Buying

Thinking

Knowledge Network = those who are in agreement on how they interpret Insight, Behavior and Data for a shared objective/problem

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Stelling

• SocialMedia are the biggest excuse for brands not to engage in dialogue

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What the experts say..