TNS & Ogilvy Bringing Digital To Life 10/26/10

Bringing Digital to Life
Digital Matchmaking

3
Overview
Drivers of Growth and Engagement: Activities and Attitudes
Understanding the Types of Consumers Online
Internet Engagement and Growth: Geographic Differences

4
Overview

5
Digital engagement varies geographically – and so will growth
HIGH
INVOLVEMENT
HIGH
CONSUMPTION
LOW
INVOLVEMENT
LOW
CONSUMPTION
Internet is routine
Makes my life more efficient
Internet is non-essential
Not a big part of my life
Internet is pivotal
Is the center of my life
Internet is aspirational
Helps me achieve my goals
Hi growth anticipated
Med growth anticipated
Digital engagement index is a measure of consumer / engagement in Digital; S5: How often access / Base: All respondents, n=48804

6
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
N America Lat Am China India Sub-Sah
Africa
Mobile
PC at Café/Friends
PC at School
PC at Home
Access points vary with stage of development
Critical to leverage
mobile access
Limited
home
access
26M 4M
Share of time spent by access point

7
Overview

8
Social
Networking + ++ +++ +++ +++
Gaming
+ ++ +++ +++ +
Multimedia
+ ++ +++ +++ +
News, info
seeking + ++ +++ +++ +++
Email
+ + +++ +++ +++
Shopping
+ +++ +++ ++ +
What are they doing online?
Low Current usageAvg Current UsageHigh Current Usage
+ = anticipated growth
Promote growth thru
advanced mobile
devices/apps
E-commerce growth
continues in hi-use markets
Growth in
“utilitarian”
applications
Reject BrandsBrand ReceptiveBrand ReceptiveModerate Moderate Differences in ad
opportunity
Growth across the
board in LAm & India
I6: Change in future activities use / All respondents: 222 163 225 393 361

9
Attitudinal drives of online behavior
Can’t imagine life without the
Internet
Allows freedom of expression don’t
have offline
Helps connect with like-minded
individuals
Life without Internet would be a lot
less fun
Internet improves my relationships
Low
Average
High
Internet allows me to stand out and be
different
Internet is transformational in the east, more routine in the west.

10
Overview

11
Composition varies greatly by market
0
10
20
30
40
50
60
70
80
90
100
N America Lat Am China India SSA
Networkers
Influencers
Communicators
Knowledge-seekers
Aspirers
Functionals
The Internet is an integral part of my life
Use the Internet for expressing myself
Internet for info, knowledge, education
Internet is important for relationships
Looking to create a personal space online
Internet is a functional tool

12
Digital EngagementActivities
FUNCTIONALS
Digital activities
Number of friends
Digital
Engagement
N America
N/W Europe
S/E Europe
Dev Asia
Involvement
Consumption
Male Female
Younger Older
Employed Not employed
High Low
Digital Attitudes
Where?
Who?
Brand interaction
Frequency of internet access
I am concerned about data protection
and privacy in the internet
Internet helps me connect with other
like-minded individuals
In the online world, I can better express
my feelings
The Internet improves the relationships
I have with other people
Open to brands Brands are
intrusive
Level of online purchasing
(out of six) 5th
Above average touchpoints
ONLINE OFFLINE
Branded sites Offline media
Retailer sites Retail shop
Price comparison Offline WOM
Search engine
User review on blog
Review sites
Social network comments
L
Mature and in developed markets. Internet is a tool.
Control and efficiency make them mostly practical.
H
L
L
L

13
ASPIRERS
Digital activities
Number of friends
Digital
Engagement
India
Emerg Asia
MENA
SSA
Involvement
Consumption
Male Female
Younger Older
High Low
Digital Attitudes
Where?
Who?
Brand interaction
intrusive
(out of six) 6th
ONLINE OFFLINE
Search engine
User review on blog
Review sites
my feelings
Internet enables me to belong and be
accepted by my friends
I can t imagine a life without the
internet anymore
Life without the internet would be a lot
less fun
L
H
L
L
H
Rely on mobile, but technology limits the best apps and
networks. Need more mobile. Not into ecommerce.

14
NETWORKERS
Digital activities
Number of friends
Digital
Engagement
N America
N/W Europe
S/E Europe
Involvement
Consumption
Male Female
Younger Older
High Low
Digital Attitudes
Where?
Who?
Brand interaction
intrusive
(out of six) 4th
ONLINE OFFLINE
Search engine
User review on blog
Review sites
internet anymore
Internet helps me connect with other
like-minded individuals
my feelings
Internet allows freedom of expression
that I don t have in the offline world
H
L
L
H
H
Heavy involvement in communities, and not much else.
Ignore brands, but might see them as effective.

15
KNOWLEDGE-
SEEKERS
Digital activities
Number of friends
Digital
Engagement
S/E Europe
LatAm
Involvement
Consumption
Male Female
Younger Older
High Low
Digital Attitudes
Where?
Who?
Brand interaction
my feelings
internet anymore
intrusive
(out of six) 3rd
ONLINE OFFLINE
Search engine
User review on blog
Review sites
H
L
L
M
M
Voracious need to know, even about brands. Learn
through search, reviews, brand sites and direct mail.

16
COMMUNICATORS
Digital activities
Number of friends
Digital
Engagement
China
Emerg Asia
Involvement
Consumption
Male Female
Younger Older
High Low
Digital Attitudes
Where?
Who?
Brand interaction
my feelings
Life without the internet would be a lot
less fun
intrusive
(out of six) 2nd
ONLINE OFFLINE
Search engine
User review on blog
Review sites
H
H
H
H
Focus on self-expression and brand affiliation.
Belonging appeased through fan sites and dialog.

17
Digital Engagement
INFLUENTIALS
Activities
Digital activities
Number of friends
Digital
Engagement
S/E Europe
MENA
India
China
Dev Asia
Involvement
Consumption
Male Female
Younger Older
High Low
Digital Attitudes
Where?
Who?
Brand interaction
intrusive
(out of six) 1st
ONLINE OFFLINE
Search engine
User review on blog
Review sites
Internet allows me to stand out and be
different
my feelings
H
H
H
H
L
ALL
High engagement for these cross-over catalysts.
Influence anywhere and they will affect elsewhere.

18
Product development needs to be informed about the kinds of
consumers that will benefit, where to find them, and how big the
opportunity is.
Effective online marketing requires a differentiated understanding
of target groups for proper messaging, directly based on their
behavioral differences to select appropriate channels.
Why is this Segmentation Important?
Customer value to your business is driven by attitudes, needs,
behaviors, and personal characteristics. Differentiated approaches
are a critical technology markets.

20
Engaging with customers thru grassroots marketing
• Identify your most social customers
• Build strategies to drives sustainable word of
mouth
• Measuring the effectiveness

21
Grassroots marketing Framework

22
-50,000
0
50,000
100,000
150,000
200,000
250,000
300,000
1 2 3 4 5 6 7 8
SocialMedia"Impressions"
Months
Buzz vs. Sustained WOM
BUZZ Sustained WOM
Planning conversations creates sustained word of mouth.

23
Active listening tells you who
your social customers are
Identify who will be your
social media audience.
What types of
interactions do they
want to have with you?
Understand their
capacity for adopting
social technologies on an
ongoing basis?
Identify Assess Interact
Customer Engagement

24
One out of five Twitter users (20%) say they have
followed a brand in order to interact with the company.
www.marketingprofs.com

25
Business
Objective
strategy tactic metrics
strategy
tactic metrics
tactic metrics
Link your organizations goals,
social strategy and key metrics.
What you want to achieve How you will
achieve it
What you
measure

26
V-Tech Toys
V-Tech wanted to build a community of moms talking
about how their kids learn - a community that provides
insight about their customers and what they want
• Increased social media share of voice from 20% to 70%
versus competitor
• Launched Facebook Page with 10,000 fans in first 48 hours
• Average of 1,000 Facebook interactions per week

27
VTech created a brand presence with a clear and
relevant voice connecting with and activating the
online parenting community.
– Social Media Brand Voice: The VTech Mom – an
established influencer - connects with VTech’s target market
and creates a clear, authentic voice for the brand via Facebook
and Twitter.
– Conversation Management: 360 Digital Influence worked
with the VTech Mom to drive ongoing conversation and
community engagement across social media platforms, creating
a conceptual “front porch” on Facebook and Twitter.
– Social IRM: On behalf of VTech, 360 Digital Influence
developed relationships with over 300 influential parents in
social media to engage via Facebook, Twitter and blogs.
Exclusive opportunities around product launches and
promotions were offered to raise the volume of conversations,
and increase brand preference and purchase consideration.
Combining Facebook & Twitter:
Building Relationships With a Brand Voice

28
Summary
• Plan for long term relationships not “buzz”
• Listening tells you who your most social customers are.
• Put social media in context of business goals to
communicate value

Digital Mobility Moves
to the Forefront

Digital Mobility Driven by Dual forces of First Access and Last access
Digital Mobility as Unique Experience
Content will play a starring role in Digital Mobility
Digital Mobility is Reshaping Digital Expectations
Overview

32
Forces of Digital Mobility: Developed vs. Developing World
% online users accessing internet from mobile in last four weeks
Mobile Internet is the last form of access adopted in developed
markets and the first form of access in developing markets
Source: TNS Digital Life / S4: Internet access point in last 4 weeks for leisure / Base: All respondents, n=48804

33
24%
79% 74%
90%
83%
37%
27%
86% 82%
96%
87%
45%
Wireless Only InternetAt
Home
Broadband
Connection (All
Households)
PC Subscription
video
CableModem
Connection (All
Households)
Wireless Households HaveSmartPhone
Digital Mobility in the US
Service Penetration by Smartphone Use: Total US, 2Q10
Smartphone owners use more technology
Source: TNS Syndicated Market Tracking

35
Where are the next drivers of mobile growth?
% doing activity
PC
Mobile
Source: TNS Digital Life / I1: Frequency of online activities/ Base: All respondents, n=48804

36
There is room for Smartphones and Netbooks in the market due
to each device meeting different consumer requirements
36
Preferred devices for activities
Digital music
Calendar
Navigation
Transfer files
Bluetooth
Games
IM
Video calling
Internet access
Download content
Email
Edit images/video
Banking
Browse internet
Download apps
Read eBooks
Online shopping
Edit documents
20
29
27
28
27
32
35
35
41
43
49
50
44
52
45
44
51
55
55
46
42
42
42
41
38
33
33
30
28
25
25
24
24
22
17
17
Advanced mobile phone Netbook
Source: TNS 2010 GTI / J6: Advanced mobile phone vs. Netbook / 2010 Bases: J6 All mobile users: 22360

37
Harnessing the Uniqueness and Power of the Mobile Experience

38
Mobile and PC Experiences will differ
Future increase in activities Greater increase on PC Greater increase on mobile
Source: TNS Digital Life / I6: Change in future activities use / Base: All respondents, n=48804

40
Content providers have established a strong share of consumer
commitment in the category, especially in Developed Markets
58
55
46
70
47
61
53
51
36
53
37
35
38
26
44
37
27
25
35
34
5
10
16
4
8
2
21
24
29
13
Africa
M East
LatAm
Emerg Asia
China
India
Dev Asia
Europe
N America
Global
Handset manufacturers Network providers Content providers
%
Commitment share by category
Source: TNS 2010 GTI / Section E Conversion Model analysis / 2010 Bases: All mobile users

41
Google/Gmail
Microsoft / MSN /
Windows
Yahoo
YouTube
Facebook
Wikipedia
Myspace.comBaidu
Amazon.com
Mapquest Twitter
0%
10%
20%
FO Index
BrandUsage-%
Future Opportunity Map – Top Mobile Content brands
Twitter has the strongest growth potential of top content brands
Source: TNS 2010 GTI
Weaker future-
influence
Stronger future
influence
Mature Opportunities Power Opportunities
Niche Opportunities Emergent Opportunities

43
Moving from “Dialing In” to “Always On”
•
% accessing daily
Source: TNS Digital Life / S5: How often access / i10: Usage of offline media / Base: All respondents 48804

44
The home dominates usage in mature markets…
•
PC at home PC at work / school
PC at internet
café / friends
Mobile
Share of time spent by
access point
TNS 2010 Digital Life / S4: Internet access point in last 4 weeks for leisure / Base: All respondents 48804

45
Digital Mobility Setting the New Standard

46
The structure of digital varies regionally and will follow different
development paths
Digital Mobility Driven by Dual Forces of
the first vs. last form of Internet
Research Finding Business Implication
Different use cases require a segmented
experience
Digital Mobility as Unique Experience
from Computer Focused Internet
The role of apps, mobile internet and
location based services will only increase
Content Will Play a Starring Role in
Digital Mobility
Alignment between handset , carrier,
operating system and apps will define the
full user experience
Digital Mobility Reshapes Expectations
for all Digital Experience
Digital Mobility drives expectations of
access – always on vs. dialing in

48
• Challenges with location based
platforms
• Checking in will take a back seat.
• Experiential branding will take on
new meaning.

49
Many location platforms
lack relevance.

50
Move from anonymous
“check in”
to tailored experience.

51
Each location can have dozens of platforms to manage check in data
Location based content management

52
Location analytics
beyond check in.
Action
Preference
Reach

53
The check in will take a back seat.

54
Mobile can augment traditional advertising
and PR using GPS and cameras.

55
Mobile rewards will take new forms
besides the “Check in”.

56
Brand experiences will be extended by
blending physical space and digital content.

57
Nike example

58
Summary
Increase relevance
of location based
offers.
Extend existing
rewards programs
with new
interactions.
Plan the experience
beyond giving away
coupons.

60
What is Digital Business?
Services Commoditization 24/7 Business Intelligence
Social Interactivity
Digital Business is the act and process of exchanging business
information digitally.
Complete Interconnectivity Customer Focused
Improving ROI
Where is Digital
Business Today?

61
What Does the Back Bone of Digital Business Look Like?
Business Services and Applications
Digital Business Enablers
Digital Frameworks

62
What Are Decision Makers Saying?
Organization cannot afford to
make any investment which has
no tangible returns – CPG
IT should add value to bottom line,
moving to modular solutions is
great , but it needs to be scalable
and work – Bank
No budget for those frills and bells and
whistles. If it is not needed it is not
required. Mend if broken there is no
budget for oiling –Telco
Spending on applications that help us sell
more to same customers, get new
customers and improve efficiency is an
easy sell - Technology
If it is not worth doing in-house it may be
closed forever, so I have to look out for
some third party solutions as pre-
emptive measure – Insurance

63
Movements in the Market: Outsourcing Services by Industry
0
100
200
300
MHS
MNS
SRM
– Managed Hosted Services
– Managed Network Services
– Security Risk Management
Study indicates a high propensity to outsource services
Public administration leads the way
Source: TNS Telecom Syndicated
Solutions (Business Wave, Business
Scores)

64
Typical IT Infrastructure Maturity Curve
X Awareness
X Trialing
X Deployment
X Expansion
X Consolidation
In-house versus
Outsourced/ Hosted
The Digital Business Path
Emerging markets may leap frog the whole
maturity curve and go directly to new business
models of hosted/ SaaS model
X

65
What is the Cloud?
•Infrastructure as a Service
•Closest to the traditional data center
•An easy stepping stone – sort of one step beyond collocation
•Doesn’t necessarily optimize for Cloud
•Will IaaS eventually go away?...leaving just SaaS and PaaS?
IaaS
•Software as a Service
•Here it is just the “application”
•Also an easy stepping stone
•Is typically a “share everything” model – w/ limited customization
•However, will businesses “link” SaaS apps together?
SaaS
• Platform as a Service
• A rich stack is provided
• A harder step, because you really need to redo your
applications from scratch in order to be truly cloud-
optimized – to be highly concurrent and parallelized
PaaS

66
The Migration of Digital Business
Apps
Current
CapEx>OpEx
IT as a function
Future
OpEx>CapEx
IT as a component
of business strategy
Private Cloud
Virtualized
Data Center
Networked
Hardware Platform SoftwareTools
SaaSPaaSIaaS
2003
Browser enabled
Mostly PC
Windows
Azure
Appliance
1
IT as a Service
Components of on-prem data center
Public Cloud
Browser-LESS
Mostly MOBILE

67
What Does Cloud Computing Mean to You?
Outsourced/ Third
party solutions
Pay per use or pay as
you go
No Hardware, no
maintenance or
upgrades
Best of breed third
party solutions on
third party platform
More for less
No Big ticket costs
Public
network/assets for
private business
Leveraging the Internet as
application/ service
infrastructure
No long term
commitment on
platform or versions
Service providers
become system
integrators
Affordable plug and
play model for
complex apps
Service that bridges
the IT gap between
Enterprises and
SMBs

68
Metrics of Measurement:
Revenue Spend
Brand Equity
Customer Satisfaction
How Does Measurement Have to Change to Keep Up?
How do we measure
the cloud?
IaaS SaaS PaaS

69
What is the Business Technology Trajectory?
Customer Focus
Optimizing Hardware Footprint
Hosted versus Outsourced
ROI
Deployment Customer Satisfaction Brand Momentum
"You cannot control how this year's revenue compares to last year's revenue. You can't
control it… you can control market share. You can control customer satisfaction.“
Steve Ballmer, Microsoft CEO

71
Core B2B Business Social Media – Goals
• How can I enhance my brand – from
increasing awareness/visibility (starting point)
through to growing preference?
• How can I efficiently acquire new customers
(leads)?
• How can I increase customer loyalty and
retention?

72
The importance of proprietary websites is being equaled,
if not surpassed, by the rise of content sharing sites,
mainstream acceptance of social media networks and the
advent of universal search.

73
Brands need to be present via relevant and
engaging content which is conceived and
executed expressly for use in these disparate
forums - including content created by the
brands, inspired by the brands and organically
grown from the community.

74
To win b2b must have a strategy across owned,
earned and paid media.
Owned
Channel a brand controls
Earned
Word of mouth about brand
Paid
Brand pays for placement

75
The Playing Field
Paid
Owned
Earned &
Owned

76
In 2009/Q1 2010, approximately 66 customer and partner testimonial
videos were developed and distributed with the following results to date
* Statistic provided by YouTube
• 82,790 video views after 11 months
(as of 3/31)
• 1,600 views per video are being
generated from this campaign –
Fewer than 20% of all videos on
YouTube will reach over 500 views
or less in their lifetime*
• Average engagement rate on
IBM.com pages: 61%, or 27%
above target
• Average cost per view: <$5.00
which is less than a paid search
click
• Average click
through to
IBM.com pages:
0.70%, compared to
0.15-0.20% for
banners

77
Search Results

78
Summary
• Universal search provides an ever expanding self space.
• Content needs to be developed for consumption across
platforms and devices.
• Content strategies need to be planned across own,
earned and paid media.

TNS & Ogilvy Bringing Digital To Life 10/26/10

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