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Internet Strategy Forum Summit – Innovate How We Connect

Presented by Chris Shimojima, VP Global Digital Commerce, Nike

Make It Better.

Nike’s motto: If you have a body, you’re an athlete.

Nike Plus is an RFID chip in a shoe that interacts with an ipod or a wristband. You can get information on how you run – distance, time, pace, calories burned, etc. On their website, you can connect with other runners, establish challenges, create training regimes, log runs, download music, share routes, etc.

NikeiD – individually designed shoes. Online you can design your own shoes, share your designs and be showcased as a creator. Nike created an exclusive NikeiD design studio experience in NYC for professional athletes. In Japan, they created a mass market design studio to experiment in how to make it work for the masses. Recently they opened two stores in NYC and London for mass market NikeiD.

Nike feels that these services add to the retail experience and do not compete with their existing products. They are a way to differentiate their competitive offerings.

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Internet Strategy Summit Forum – Mapping the Digital Landscape: A Strategic Guide

Presented by Geoffrey Ramsey, CEO of eMarketer

Data can be made to say anything you want.  People don’t trust advertising or marketing.

The growth rate for total media spending is only 3.3%.  The growth in traditional media – radio, tv, print is negative.  All the growth is online.  eMarketer is predicting 22.2% growth in online media spending, which includes online video and rich media.

Advice: Learn about communities. Test new marketing concepts without spending much money.

73% of online americans watch video online.  27% of online americans watch full length tv shows online.  47% are more engaged in the ads and 25% more engaged in the show than with traditional tv.  However – the audience is much smaller and spends less time per day watching.

Advice: Spending on online video ads should increase. They allow more measurability, target-ability and share-ability.

There are a few ways to use online video:

  1. Post video footage of your products and services on your website.
  2. Post video ads on content video sites (YouTube, etc.).  Relevancy is key.
  3. Create webisodes (ex. Will It Blend)

30% of US marketers are using blogging as a tactic.  Watch for what people are saying about your company.  It may appear higher in search results than what you say.

Strategies for social networking:

  1. Look, Listen, Lounge, Learn
  2. Advertise – Improved Targeting
  3. Advertise on smaller niche sites – be relevant
  4. BYO (build your own) social network – remember its not about your product or service – create something of value to your customers

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Internet Strategy Forum Summit – Creating a Social Strategy That Will Work

Presented by Charlene Li, VP & Principal Analyst, Forrester Research

The ease of posting anything on the Internet means that negative messages about your company may be higher in the search results than your own messages (ex. comcast technician sleeping on my couch – see YouTube).  This gives individuals enormous power, but it also means individuals help each other.

What can companies do about this?  Should this be something to fear?  It’s important for companies to have clear objectives about what they’re trying to achieve by using social media.  Think about relationships instead of technologies.

In the book, Groundswell, the following methodology is recommended:

  • P – People – Who is your audience? What are they doing online? How do they do it and when?
  • O – Objectives – What are you trying to accomplish for your business?
  • S – Strategy – Plan for how relationships with your customers will change.
  • T – Technology – Once all the other steps have been examined, take a look at what tools make sense to accomplish your goals.

People – Different types of people have different levels of online participation.  You can profile your customers at groundswell.forrester.com to see where they are on the participation ladder: inactives, spectators, joiners, collectors, critics, creators.  Age is a major driver of participation, but as more content becomes available online, there has been more participation.

Objectives – Different departments in your company will have different objectives for social media:

  • Market Research – Listening
  • Marketing – Talking (have open-ended conversations)
  • Sales – Energizing (activating your most passionate customers)
  • Support – Supporting (your customers can help support each other)
  • Development – Embracing (customer ideas and feedback can speed up and provide higher quality development which better meets the market needs)

Strategy – Start small because you will make lots of mistakes.  Think big about how this can transform your organization.  Control is an illusion – the conversations about your brand will happen whether or not you participate.  Understand what motivates people to participate – very rarely is monetary – they want to help, make a difference, be heard, and be part of a community.

Technology – This will depend on where the people you want to reach are already.  It may make more sense to participate in an existing community than to start your own.

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