the new advertising: from display to engagement to conversion
TRANSCRIPT
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A Switch
From DISPLAY to ENGAMENT to CONVERSION
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About THIS guy
@paristhomasbel
Founder:https://www.pictawall.com
Organizer:http://liege.startupweekend.org/events/sw-clean-tech-2014/
Founder:
Graduate:
http://sbs-studententrepreneursclub.be
Thomas Paris
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There is something thatreally pisses me off.
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We are almost in 2015 and most people still market like ‘Mad Men’.
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Marketers spend millions on:
WHY???
Inspiration: Gary Vaynerchuck
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Many of these are collapsing in terms of getting the attention of the user.
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Sceptical?
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No need to show numbers.
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Just think about this…
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When was the last time you…
1. Didn’t fast-forward through a commercial?
2. Stopped to look at outdoor media?
3. Were excited to open a promotional email?
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Oh yeah, also…
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We've gone from being exposed to about 500 ads a day back in the 1970s to as many
as 5,000 a day today.
Source: Jay Walker-Smith, Yankelovich Consumer Research
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Clearly, people are just overwhelmed by advertising and as consequence,
they stopped trusting it.
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So…
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Traditional advertising is dead !
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Long live word-of-mouth marketing !
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It’s just the best form of advertising.
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Seriously.
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I know what you’re gonna say.
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Word-of-mouth marketing is not scalable!
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Yes, it is.
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Problem of scalability is overcome thanks to social media
“This product is awesome.You guys should try it out!”
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This time, some numbers.
1Source: Loot-App & Voice Polls
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3 out of 5Wish they could play a bigger role in promoting a brand they really love
80%Of customers think brands should use more user-generated content in their advertising.
Source: Loot-App & Voice Polls
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Which social media platforms leads to make a purchase more frequently?
58%Of consumers claim that seeing a picture of a friend with a
brand’s product makes them more likely to purchase a product from that brand.
49% 18% 14% 11%
Source: Loot-App & Voice Polls
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Key lessons:
1. Involve your customers more in your brand’s story.2. Use the content they generate to promote your
products or services.3. Create the right environment to boost customers’
engagement 4. Thank their engagement.
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The perfect tool for this strategy:
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Obviously ;)
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Benefit from user-generated content to promote your business
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Some examples.
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Engaging customers during public events
During Tomorrowland Music Festival, we helped Brussels Airlines run a contest using the power of social media. Selfies shared with #cloudrider by attendees were automatically displayed on large screens at the festival and on Brussels Airlines’ Facebook page, engaging everyone to spread their emotions about Brussels Airlines. The lucky winners received a golden ticket for a trip around the world! Thanks to this activation, Brussels Airlines increased its social reach by 8 times in comparison with their previous action!
✓ Tap into the collective wisdom of your audience to enrich your event content in real-time.
✓ Encourage and reward your event participants for sharing your even online - boost your event’s social reach.
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Engaging customers online - Facebook
Who does not love Nutella??? It was indeed time to spread the love about this delicious product all over the world!
This is why Nutella trusted Pictawall to boost their marketing campaign called ‘#nutellamornings’.
If Nutella’s customers shared a picture on Instagram with #nutellamorning expressing their love for the product, it would be automatically featured inside that beautiful Nutella jar, on Nutella’s Facebook page.
Pictures were than sorted out according to the amount of likes and most successful ones received wonderful prices!
See full campaign here !
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From engagement to conversion:“eCommerce conversion for anyone that visited the Social Scene page is significantly better than the site average. The Social Scene page bounce rate is just 5% making it the most ‘engaging’ page on the website with 95% of users clicking through to specific product pages.
Engaging customers online - websiteSocial validation is critical to eCommerce success. Drive conversions with authentic product recommendations at the point of sale.
✓ Enhance the shopping experience – let your customers see your products in real life scenarios with real life endorsements. Give them something ‘real’!
✓ Empower your customers to generate content around your products amplify mentions and buzz around your products across the social networks.
✓ Track and report on customer interactions and conversions – see a clear connection between more engaged customers and purchasing trends.
A social catalogue with user-generated content !
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What about employees?
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They can also be amazing ambassadors. Involve them too!
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Engaging employees during private events using public networks
During Nu Skin’s biggest internal event of the year, the EMEA Convention, taking place in Barcelona, employees were engaged like never before.
With just their smartphone and their crazy imagination, Nu Skin’s employees shared incredible pictures on social media using #nuskin and could not stop laughing when appearing live on the giant LED screen!
Most active employees received amazing gifts from their CEO on the main stage during the closing ceremony!
Hand your audience a megaphone and create a two-way conversation at your event!
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Engaging employees during private events using private networks
For Microsoft’s biggest internal event of the year, the MGX, which took place in Atlanta, the United States, Pictawall built a Yammer Wall, thus opening the door to other future company private events.
During Microsoft Europe Keynote event, employees could see their Yammer posts appearing in real-time on the big screen behind the scene, turning them into active event ambassadors.
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To sum it up…
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Whether you are looking to ENGAGE
Customers OR employees,
Online OR during public & private events,
Think about…
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Convert
Activate
Measure
Engage
Get Attention
The Value Chain - From Engagement To Conversion
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Food for thoughts:
What to do once a customer has been engaged?
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REWARD OR NOT
REWARD,
THAT IS THE
QUESTION.
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That’s for the next presentation!
