digital isn't everything, it's part of the pie

withcollective.com

Digital isn’t everything - it’s part of the pie

25th February, 2011

Saturday, 26 February 2011

withcollective.com

Who am I?

Dominique HindFounder & DirectorWiTH Collective


withcollective.com

Before we start....


withcollective.com

Digital Quiz


withcollective.com

Digital Quiz

1. How many Australian’s access Facebook from their mobile last month?


withcollective.com

Digital Quiz


3,900,000 (10,200,000 from the web, 25mins a day)


withcollective.com

Digital Quiz



2. What were the most popular search terms in 2010?


withcollective.com

Digital Quiz



2. What were the most popular search terms in 2010? Chatroulette, iPad, Justin Bieber


withcollective.com

Digital Quiz




3. How many searches do consumers do before buying insurance?


withcollective.com

Digital Quiz




3. How many searches do consumers do before buying insurance?

6.5 searches


withcollective.com

What this session is about?

1. Australian’s Online Habits

2. What are the opportunities? 3. Five actions

15 mins 10 mins35 mins


withcollective.com

What this session is about?



15 mins 10 mins35 mins

Questions

welcomed

throughout,

but we have

some time at

the end


1. What are Australian’s doing online?




withcollective.com

Look backwards to Look forward


withcollective.com

Quick history of the Internet

“Oh My God What Happened and What Should I Do?-‐ Innova9ve Thunder


withcollective.com


1969Internet was Born

1971First eMail

1983First Mobile

1990DSLBorn

1990Interneton Phone

1993China’sGolden Shield

1994/95Yahoo!

1994First Banner Sold

1997/98CD’sSold

1998Napster1995

eBay

1989WWWBorn



withcollective.com


“Oh My God What Happened and What Should I Do?-‐ Innova9ve ThunderSaturday, 26 February 2011

withcollective.com


1998Google

2000GoogleAds

2000File Sharing

2000.ComBubble

2001iTunes

2001iPod

2003MySpace

2003Skype

2004UTMSHigh SpeedMobile Web

2004Facebook

2005Murdoch buys MySpace $580M

“Oh My God What Happened and What Should I Do?-‐ Innova9ve ThunderSaturday, 26 February 2011

withcollective.com




withcollective.com


2005YouTube

2006OnlineTravel

2006Google buys YouTube

2006YouTubeOpens up

2006Tweeting

2007Google Books

2007iPhone & iTouch

20081/8 Married Couples met online in USA

2009Dell Sells $6M via Twitter

2010



withcollective.com


2005YouTube

2006OnlineTravel

2006Google buys YouTube

2006YouTubeOpens up

2006Tweeting

2007Google Books

2007iPhone & iTouch

20081/8 Married Couples met online in USA

2009Dell Sells $6M via Twitter

2010


The

Internet &

Digital isn’t anything

new!

It’s been coming for

nearly 30yrs now!


withcollective.com

The first Browser 1990

the creator

The first website 1991

Sir Tim Berners-Lee


withcollective.com

Australian’s online in 2009 & 2010

Of Australian internet users have home broadband

98% Of Australians are online

84% Spent online every week, by the average Australian internet user

17.6 hrs

Have used a mobile to access the internet

36% Have made a purchase online 96% 20

hrs Of video uploaded to YouTube every minute

Nielsen Online Internet and Technology Report 2009-10


withcollective.com

!"#$%&'(%")!%"$&(*!&+$%,(-(.+$%,(/010(


withcollective.com

Australian’s eCommerce spend

*Forecast


withcollective.com

Australian’s eCommerce spend

Australian’s eCommerce

spend in 2009

$18.5 billionSource: eMarketer Australian Online Report, April 2010 & Nielsen Internet Technology Report, 2009 – 2010 (April 2010)

Australian’s eCommerce

spend in 2012

$33.8 billion*

Source: eCommerceReport.com.au

*Forecast


withcollective.com

What are females doing online?


withcollective.com


Longer tail terms More specific & more queries

Convert from trusted brand terms

1/3 check facebook before bathroom25mins on facebook a day

Staying in touch with family & friendsEnquiring about products


withcollective.com


Longer tail terms More specific & more queries

Convert from trusted brand terms

1/3 check facebook before bathroom25mins on facebook a day

Staying in touch with family & friendsEnquiring about products

Digital advocacy & trusting opinions


withcollective.com

What are males doing online?


withcollective.com


Generic termsFewer searchers

Land at review sites

Streaming videos & downtime activity

Sport is key early in the week & on weekends


withcollective.com


Influenced, but make their own decision






withcollective.com


Influenced, but make their own decision





Both genders

perform the same -

on & off line.


withcollective.com

What’s happening by age group?


withcollective.com


16yrs 50yrs+

FUNCTIONALTravel

Government Paying bills

DOWNTIMESocial networkingInstant Messenger

Downloading

Email - 98%

Messenger - 97%

Mobile - 91%

Phone - 81%

Social - 76%

Skype - 61%

Email - 98%

Phone - 89%

Mobile - 83%

Messenger - 74%

Social - 51%

Skype - 49%

Email - 99%

Phone - 90%

Mobile - 62%

Messenger - 52%

Skype - 43%

Social - 24%COM

MU

NIC

ATIO

N C

HAN

NEL

S


withcollective.com


16yrs 50yrs+

FUNCTIONALTravel

Government Paying bills

DOWNTIMESocial networkingInstant Messenger

Downloading

Email - 98%

Messenger - 97%

Mobile - 91%

Phone - 81%

Social - 76%

Skype - 61%

Email - 98%

Phone - 89%

Mobile - 83%

Messenger - 74%

Social - 51%

Skype - 49%

Email - 99%

Phone - 90%

Mobile - 62%

Messenger - 52%

Skype - 43%

Social - 24%

All ages &

genders are getting

more & more

comfortable

communicating

online.

COM

MU

NIC

ATIO

N C

HAN

NEL

S


withcollective.com

Multi-tasking is becoming the norm

• 74% of Australian Internet users say that for at least half the amount of time they are online at home, they also have the television on.

Source: ninemsn Media Usage Study 2010


withcollective.com

Multi-tasking is becoming the norm

• 74% of Australian Internet users say that for at least half the amount of time they are online at home, they also have the television on.

Source: ninemsn Media Usage Study 2010

Divided

attention online -

so there’s an

opportunity to catch

people in an

engaging way.


withcollective.com

Newspapers decreasing, Digital increasing


withcollective.com

Digital channels continue to grow

Newspapers

Broadcast TV

Magazines

Broadcast Radio

Eight Track

1970


withcollective.com


Newspapers

Broadcast TV

Magazines

Broadcast Radio

Eight Track

1970

Newspapers

Broadcast TV

Magazines

Broadcast Radio

Cassette Tapes

Walkman

VCR

Cable TV

Personal Computer

Console Video Games

PC Video Games

1990

Newspapers

Magazines

Broadcast TV

Email

Radio

CD Player

Cable TV

Personal Computer

Satellite Television

Internet

Mobile Phone

DVD Players

Satellite Radio

MP3 Players

Tivo

Slingbox

iPod

Blogs

Online Video

Mobile Internet

Console Video Games

PC Video Games

MMORP Games

Mobile Games

Download Movies

Podcasts

Instant Messaging

Social Networks

SMS

Mobile Video

2010


withcollective.com


Newspapers

Broadcast TV

Magazines

Broadcast Radio

Eight Track

1970

Newspapers

Broadcast TV

Magazines

Broadcast Radio

Cassette Tapes

Walkman

VCR

Cable TV

Personal Computer

Console Video Games

PC Video Games

1990

Newspapers

Magazines

Broadcast TV

Email

Radio

CD Player

Cable TV

Personal Computer

Satellite Television

Internet

Mobile Phone

DVD Players

Satellite Radio

MP3 Players

Tivo

Slingbox

iPod

Blogs

Online Video

Mobile Internet

Console Video Games

PC Video Games

MMORP Games

Mobile Games

Download Movies

Podcasts

Instant Messaging

Social Networks

SMS

Mobile Video

2010

Digital media

spend is growing

faster than client

budgets


withcollective.com

What does this mean for you?


withcollective.com

What does this mean for you?

• People are time poor, they are spending more time doing things with more background noise & not giving anything 100% of their attention.

• They are looking for simplicity & value.

• They are looking for personal recognition.–Rise in social isn’t about others, it is actually about the

individual.


Time outQuestionsThoughts


2. What are the opportunities? How can print compliment digital?




withcollective.com

What is the customer journey?


withcollective.com


Attract Engage Transact Retain Grow


withcollective.com



withcollective.com



ATL

POS

Online (social,

search, ads)

CRM (DM & eDM)

WOM (referral)

Microsite Landing page

Website Call centre

In-store In-branch

Shop online Register

eDM sign-up Call centre

In-store In-branch

DM eDM Call

Microsite Website

DM eDM Call

Microsite Website

ATL

POS

Online (social,

search, ads)

CRM (DM & eDM)

WOM (referral)


Website Call centre

In-store In-branch



In-store In-branch

DM eDM Call

Microsite Website

DM eDM Call

Microsite Website

ATL

POS

Online (social,

search, ads)

CRM (DM & eDM)

WOM (referral)


Website Call centre

In-store In-branch



In-store In-branch

DM eDM Call

Microsite Website

DM eDM Call

Microsite Website

ATL

POS

Online (social,

search, ads)

CRM (DM & eDM)

WOM (referral)


Website Call centre

In-store In-branch



In-store In-branch

DM eDM Call

Microsite Website

DM eDM Call

Microsite Website

ATL

POS

Online (social,

search, ads)

CRM (DM & eDM)

WOM (referral)


Website Call centre

In-store In-branch



In-store In-branch

DM eDM Call

Microsite Website

DM eDM Call

Microsite Website


withcollective.com




withcollective.com



Transferring onlineValue creation & extension

Ongoing communicationsSingle touch communications


withcollective.com

What is the opportunity?


withcollective.com


Increased time online

Increased brand intimacy

Personal data capture= +


withcollective.com


withcollective.com


• Downside to this is increased consumer blindness to personalised emails.





withcollective.com


withcollective.com

Yesterday

58 marketing

emails to 1 of my

5 accounts


withcollective.com


withcollective.com

57 Bluefly

emails in

January 2011

(marketing only)


withcollective.com

How to overcome consumer blindness?


withcollective.com


• The biggest opportunity is through offline engagement through printing & personalisation for CRM activity.

• The cut through is much higher.

• Instead of digital replacing print, print compliments digital.


withcollective.com



withcollective.com


• There needs to be a renewed focus on offline CRM driven by online brand engagement & data capture.✴ If you know my date of birth, if you know where I live, if

you know my name, use it!

• This has been forgotten - too much focus on pushing cost efficiencies over value.

• However, the pieces will need to be higher cost & more creative.


withcollective.com


withcollective.com

36

marketing

emails in 2011 &

I can’t

remember 1


withcollective.com


withcollective.com

36

marketing

emails in 2011 &

I can’t

remember 1


withcollective.com


withcollective.com

So much

variety,

BUT I still can’t

remember


withcollective.com


withcollective.com

What is the challenge?

• Getting marketers & agencies to understand impact & value over cost.

Digital (one dimensional experiences)

Print (tactile experiences)


withcollective.com

What does that mean for you?

• Trying to compete & compliment current digital activity will take some time & education (agencies & clients).

Understand talk to the clients/

marketing departments &

realise they just want results – understand

how these can be achieved

Educate educate the agencies

& marketing departments on what

is possible & how flexible print can be

Test choose a test

campaign/client to go to market with –

integrated & focused on results

Educate put together a case study to educate the

agencies & marketing

departments

Implement roll out the

learnings across the agencies & clients


3. What are your five actions?Things you need to start today




withcollective.com

What are your 5 actions?

1. Understand the digital space2. Understand the data capabilities of brands & campaigns3. Tailor your product offering to have increased creativity through

the use of data4. Redevelop your production process that allows short rapid print

runs• Online tonight, mail tomorrow


withcollective.com


withcollective.com

Ordered online @

11.45am Tuesday,

Received Wednesday

(less than 24hrs

later)


withcollective.com





5. Evangelise to Creative Agencies (Studio Managers, Creative Directors, Production Managers) & Clients.


withcollective.com





5. Evangelise to Creative Agencies (Studio Managers, Creative Directors, Production Managers) & Clients.

Constant

change, adapt

& tailor


Question to youWhat will you do differently?


Questions to me


Thank youWant to talk more? Drop me a line:

Dominique Hind

e: [email protected]: 0403 300 015


digital isn't everything, it's part of the pie

Business