SOCIAL AND DIGITAL STRATEGY AND

INNOVATION

2013 Sebo Series in Entrepreneurship

TOPICS• Introduction• Connected Content Strategies• Creating Consumable Content• What’s Next• Q&A

2013 Sebo Series in Entrepreneurship

INTRODUCTION

2013 Sebo Series in Entrepreneurship

INTRODUCTION• Kim Garretson, Ovative/Group

ovative.com

• Mike Osswald, Hanson Inc.hansoninc.com

2013 Sebo Series in Entrepreneurship

THIS YEAR EVERYTHING IS MATURING� Content is consumed everywhere — where it naturally

makes sense — but sliced and served di!erently� Data is stored “in the cloud,” and shared on any device,

which are nearly always connected at high-speed� Mobile, pocket-sized devices augment our real-time

experience: accessing information, updating status, communicating while out and about

� Tablets are our computers for nearly everything (always in our purses and bags),

� The big screens let us wirelessly share or collaborate with a group of people when we are at home or work

2013 Sebo Series in Entrepreneurship

NEW DEVICES… ALWAYS CONNECTED…Most did not exist 2 years ago!

“Android Anxiety” –"12 phones in 2012 that all we’re the best when launched

26% of Americans own a Smartphone, tablet and PC

2013 Sebo Series in Entrepreneurship

THE CONNECTED MARKETING ECOSYSTEM

Mobile

Local/Retail

Public Relations

Social Engagement

Web Sites

Television

Out of Home

Experiential

Online Channels

eCommerce

Print

Product/Service Development

Market Research

Customer Service

Customers

2013 Sebo Series in Entrepreneurship

CONNECTED CONTENT STRATEGY AND EXECUTION

2013 Sebo Series in Entrepreneurship

CONTENT STRATEGY• How often do you introduce or o!er new products or services?• What do you talk about the rest of the year?• Content fuels everything — your website, PR releases, email,

all social activities and speci#cally with respect to SEO

“CONTENT IS THE NEW PRODUCT”

2013 Sebo Series in Entrepreneurship

CONTENT STRATEGY

Manufacturers are the New Publishers

2013 Sebo Series in Entrepreneurship

CONTENT STRATEGY

Manufacturers are the New Publishers

2013 Sebo Series in Entrepreneurship

CONTENT STRATEGY

Manufacturers are the New Publishers

2013 Sebo Series in Entrepreneurship

CONTENT STRATEGY

Manufacturers are the New Publishers

2013 Sebo Series in Entrepreneurship

CONTENT STRATEGY

Retailers are theNew Publishers

• Curate and package up your content

• Provide richer image and video assets

• Create brand stores (skinned microsites) with deeper content

2013 Sebo Series in Entrepreneurship

CONTENT STRATEGY

Retailers are theNew Publishers

• Curate and package up your content

• Provide richer image and video assets

• Create brand stores (skinned microsites) with deeper content

2013 Sebo Series in Entrepreneurship

CONTENT STRATEGY

Retailers are theNew Publishers

• Curate and package up your content

• Provide richer image and video assets

• Create brand stores (skinned microsites) with deeper content

2013 Sebo Series in Entrepreneurship

CONTENT STRATEGY

Retailers are theNew Publishers

• Curate and package up your content

• Provide richer image and video assets

• Create brand stores (skinned microsites) with deeper content

2013 Sebo Series in Entrepreneurship

MORE CONSUMABLE CONTENT

2013 Sebo Series in Entrepreneurship

MORE CONSUMABLE CONTENT

Nielsen’s 2012 Social Media Report

“because people hate reading”

2013 Sebo Series in Entrepreneurship

MORE CONSUMABLE CONTENT

Nielsen’s 2012 Social Media Report

Google OrganicDirect

FacebookPinterest

YahooStumbleUpon

Twitter

0% 6% 12% 18% 25% 31% 37% 43%

Tra$c Referrals to over 200,000 sites

More than Yahoo!

2013 Sebo Series in Entrepreneurship

TUMBLR

Twitter BlogTumblr

2013 Sebo Series in Entrepreneurship

TUMBLR

2013 Sebo Series in Entrepreneurship

TUMBLR

2013 Sebo Series in Entrepreneurship

TUMBLR

2013 Sebo Series in Entrepreneurship

TUMBLR

2013 Sebo Series in Entrepreneurship

INSTAGRAM

• Show o! products, employees, events

• Customer interactions, marketing campaigns

2013 Sebo Series in Entrepreneurship

REACHLI: “VISUAL MARKETING?”

2013 Sebo Series in Entrepreneurship

THERE WILL BE MORE

2013 Sebo Series in Entrepreneurship

SOCIAL COMMERCE AND CONNECTIONS

2013 Sebo Series in Entrepreneurship

BLUEYE

2013 Sebo Series in Entrepreneurship

MYLIST

2013 Sebo Series in Entrepreneurship

THERE WILL BE MORE

2013 Sebo Series in Entrepreneurship

ANALYTICS & RESEARCH

2013 Sebo Series in Entrepreneurship

ANALYTICSAdobe Brings TV-Like Content To Online Publishers

•Consumers use multiple devices•The world is mobile•Cross-channel measurement is essential

Google Analytics tracking multi-channel activities

2013 Sebo Series in Entrepreneurship

MARKET RESEARCH Market Research Gathers Social Data With Virtual Reality Shopping andTracking Shoppers’ Social Use via Location

2013 Sebo Series in Entrepreneurship

BIG (SOCIAL) DATALeveraging Social in Data-Driven Marketing Mix Optimization

2013 Sebo Series in Entrepreneurship

WHAT’S NEXT?

2013 Sebo Series in Entrepreneurship

EVERYSCREEN

Desktop-to-mobile. Expanding 25% of mobile users from desktop, expanded via geo-social.

Hyper-local at scale. Targeting frequency of being nearby, including walking by locations

Neighborhood: Mobile + Social. “Birds of a feather %ock together”

Geo-social private cohort marketing: “Birds of a feather %ock together”

2013 Sebo Series in Entrepreneurship

KOVIO NFC replacing QR Codes for social engagement in-store & at home

2013 Sebo Series in Entrepreneurship

SHOPPERCEPTION In-location Technologies Connect Users to Social

2013 Sebo Series in Entrepreneurship

BYTELIGHT In-location Technologies Connect Users to Social

2013 Sebo Series in Entrepreneurship

LINGUASTAT Writing Social Media Content Becomes Automated, Without Humans

bit.ly/HansonGPlus @HansonInc facebook.com/wearehanson

LET’S TALK –"Q&Akim.garretson@ovative.com

mike.osswald@hansoninc.com

@KimGarretson

@mobial