Презентация к выступлению Анны Свердловой на саммите Digital Branding Best Cases (Москва, 2012)

1. @ Digital Branding Best Cases
Anya Sverdlov
Moscow
24 October 2012

2. A Marketing Fable

3. Once there was a powerful kingdom
called advertising.
It enjoyed a long and fruitful rule, starting
with painted signs, town criers & sandwich
boards and growing up into …

4. … catalogs and radio sponsors & then
cosmetics parties, and soon skywriting & big
billboards, eventually made of lights, &, of
course, magazine print ads & then …

5. Then television came to this
kingdom and, with it, lots of
televisions spots & the TVC was born
and matured …

6. Finally there was born into this
kingdom millions & millions of little
lighted electronic things we could click on
& interact with, too…

7. Then, something changed...

8. It took the great thinkers who inhabited this
kingdom of advertising a few years to describe &
name & finally understand that change, but in the
end – or the beginning – most agreed it could be
boiled down to one very powerful & very important
& sometimes a very scary word…

9. Control.

10. Who is in control now?
The (digital)
consumer

11. What does control look like?
The digital
mash-up

12. My Feeds My iPod
My Mobile apps
My Twitter lists
My Amazon
My iPad My NetFlix
My YouTube channel
My SERPS My Bookmarks
My Facebook page
My FriendFeed streams My Rhapsody playlists
My TiVo My Hulu
My iTunes
My Google Reader
My Flickr photos

13. Three Founding
Digital Principles

14. # 1 Traditional advertising
is dead

15. = ATL
= Traditional Web
= Full Digital • TV / Radio
• OOH
• Print
• Display
• Search
• Social
Awareness
• Social
• Mobile
• Video • Fixed web
Advocacy Familiarity • Social
• Sp. projects
Customer • OOH
Lifecyle • Video
• Social
• CRM / SCRM Loyalty Consideration
• CRM / SCRM
• Social • Sp. projects
• Mobile • Mobile
• Fixed web

16. DIGITAL TOOLSET

17. #2 The mash-up is the new
interface

19. #3 Engage-ability is
the new KPI

21. Digital Targets & KPI metrics
Consumer Traditional Traditional Wunderman branded
journey metrics digital targets content targets
Brand BUZZ
Awareness
recall
Brand recall Impressions rate
Clicks
Engagement
Likeability Visits Brand
Involvement d
Talkability Comments experiences
Participants
Comprehend.
Attitude/ Message Brand social
Consideration
-
comprehension contacts
Purchase intent
Buy the brand Actions
Purchase / d Fans gain
Brand appeal Community size (new SM subscribers)
Advocacy
*Used for the period, such as quarter or year. Not for a single campaign.

22. KPI metrics
Major Minor
Brand BUZZ rate*
Brand Brand social (increase in the number of
brand`s references)
experiences contacts
Targets --------------------------- ---------------------------
(contacts with branded (contacts with branded Fans gain
content t>1min) messages in social media) (new SM subscribers)
• Branded video viewings Branded «share-blocks» on
• Promo site visits various social networks /
• Promo-tab and apps visits blogs / etc.
CPBe %B/V CPSc %Share %back %BZ
KPI cost per conversion
impact
conversion cost per social conversion rate
brand rate BUZZ/Be
rate Be/ visit contact rate Like/Be Sc/Earned_Be
experience
CPV
cost per
visit/view
*Used for the period, such as quarter or year. Not to be used for a single campaign.

23. A digital credo:
We believe…

24. 1. Consumers control the interface
2. Our best customers are our best media
3. A click that shares is as important as a click that
buys
4. All media is potentially earned media
5. Unmeasured activity is wasted breath
6. Listen first – always
7. If we have to choose, we choose mobile
8. Our brand is everywhere and so are we
9. Authenticity + bravery is our new brand promise
10. To engineer true engagement we embrace the
mash-up and are ready to lose significant control

25. Credits: Thom Kennon, CMO, Brabble, Wunderman
Mikhail Ivanchenko, Head Strategist, Actis Wunderman
Thank you!
Anya Sverdlov
Managing Director
Actis Wunderman
www.actis.ru
+7 (495) 234-0009