1. Social & Mobile

2. Henny van Gerwen
Creative Director/Partner at Proximity bbdo
My favourite song: Leonard Cohen

3. DMA2012 - 5 days in 15 minutes

4. Nice to meet you

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11. Trend 1 –
the responsive conference audience

13. Trend 1 – more (social) data is less trust

14. 35 ZB
35,000,000,000,000,000,000,000 bytes
= 10007 bytes = 1021 bytes

15. People do trust their social network
People do not trust brands in their social
network
“Trustability” = proactive trustworthiness
You Tube ‐ DMA2012 Saturday Keynote ‐
Don Peppers

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17. Duke Energy 5% less churn by acting proactively
CSI
+ 20%
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18. Trend 2 – content is the new black

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23. Content marketing is a response generator
Brands with daily content acquire twice as fast new customers
compared to brands that refresh content on a weekly basis
Articles marked as ‘new’ or ‘update’ are being read 8 times more often.
Companies with an active blog have 4 times more indexed search
pages and 2.5 more leads
Articles that are signed by an author are being perceived as a more
credible source than anonymous content

24. Trend 3 –towards new 1-to-1 media

25. The smartphone is the ultimate 1-to-1 medium
40% of all search is
mobile
25% of mobile users are
mobile only
Mobile + other channels
= + 11% more sales
25 (QVC.com)

27. The end of the mass DM ?
+
2.1%
% ‐5.5%
Small quantities, Mass mail
digital print
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28. And what about the impact of Facebook ?
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29. Not all social media are created equally
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30. Does Facebook have impact on response ?
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31. Trend 4 – data also impact creativity