Quelle horreur! – my iphone battery died just as I entered my 20 minute Fast Ferry ride home last Wednesday at 6.15pm. I usually use this time to catch up on emails and I felt at a loss about what to do with this time. I could have enjoyed the gorgeous view of Sydney Harbour. Instead, I thought it opportune to observe my fellow travellers, to answer the question, “what do other people do on their journey home”.
My data sample was 50 people.
80% were on a mobile device
2% were on computers
2% were on tablets
14% were reading printed materials (<1% on kindle)
Fewer than 1% were in conversation, which was double those that were looking out the window and those that were writing on notepads or in notebooks
Of those on their mobile device:
9% were on the phone/talking
29% had earphones in/watching a screen with some occasionally smiling/laughing – I presume they were watching entertainment or perhaps a Ted Talk – they were not engaging with their screen
29% were scrolling – quick-flicking through their phone feeds (I am guessing most were social but they could have been flicking fasts through newsfeeds or emails)
1% had earphones in and just were listening to something, perhaps music
the balance, also just under 30%, were engaged in some form – e.g. texting, typing, engaging with the content they were viewing.
It may have looked a bit creepy with my notepad, pen, and staring at people whilst jotting notes and creating tallies – but I was struck by the enabling power of mobile technology.
The question for me is whether we are using this time most effectively, or just conveniently.
I like to plan my day and use the morning before I leave for work to prioritise what I need to do (including what I want to do on my trip in). But I am definitely more lax just catching up on emails on the way home.
Digivizer has launched a new venture — called goto.game — to tap the global esports and online games market.
Goto.game is a new media hub and ecosystem 100% focused to deliver value for gamers, influencers, esports and brands. This is directly born out of our seven years of analysing the digital footprint of people across social and search platforms, and providing strategies and services to some of world’s biggest brands.
As with a fire, a new business needs three things: fuel, a spark, and oxygen.
For goto.game, the fuel was the gap in the market, to provide a meaningful ecosystem that brings gamers, influencers esports teams and brands together.
The spark was the realization that gamers, influencer and brands were all being short-changed. Our data let us understand and engage with the influencers, the gamers and the players in the market, what they sought, and how they interacted. We’ve been doing this, on behalf of clients and as Digivizer ourselves.
And we have proven two things: it must be authentic and it must be real.
The oxygen was the desire among gamers, influencers, their fans and brands to work together in new ways. Gamers and esports teams want to connect with commercial sponsors, without compromising their values and how they would authentically stream, play and engage. Brands want to understand how to work effectively in what for many remains unfamiliar territory. And fans want to enjoy their gaming without feeling “sold do” by anyone.
The result is goto.game — a gaming destination run by gamers for gamers.
But fires and new business ventures need one more thing: intent. You have to want to light the fire, and you have to decide to commit all to a new business.
With the data and the validation of the new market to support us, we’ve made that commitment, and lit the fire!
So: why esports and gaming? The gaming space is not new to Digivizer. We’ve provided social and digital insights and services in this market for clients that include Lenovo and Intel over the past three years. We’ve engaged some of the biggest influencers and esports teams in the APAC region, generating highly successful activations, streams, content and sponsorships, providing gaming and non-gaming brands with opportunities to be involved in the lucrative esports market.
And we have hired dedicated gamers to head the new company.
According to digital and online games research company Newzoo, the market is worth AU$131 billion globally, AU$65 billion across APAC, and AU$1.5 billion in Australia and New Zealand alone. There are more than 1.1 billion gamers in the APAC region and 12 million in Australia alone, according to Newzoo.
Our own analysis of the market, and our work at events such as PAX, RTX and this year’s Intel Extreme Masters (IEM) esports event in Sydney, makes it clear that there is a huge opportunity to fill a gap in the market. Over 7 million live views of IEM and 92 million in-content views for a single event represent audiences almost double those of mainstream TV viewing numbers, including the major traditional sporting AFL and NRL grandfinals.
And we have seen this market grow, in size and in the number of engaged fans who influence each other.
Respect (and data) at the centre of everything
Our strategy for goto.game is to bring these three groups — gamers and influencers, their fans and brands — together in a new ecosystem that treats everyone with equal respect, adds expertise and value at every point in the engagement, and uses real-time data to understand what’s working and where to go next.
For fans, influencers and brands, this is about creating a win-win-win, with content and contexts that matter to them. We have been thrilled by the overwhelming support we have received from the wider gaming influencers and esports teams across the APAC region, and from partnerships with the major social and streaming platforms.
Goto.game will be headed by Digivizer’s gaming team specialists Phid Oldfield and Jack Hudson, highly credible gamers and streamers in their own right, supported by a team of gamers including their content and advertising specialists.
Goto.game is already talking to top-tier gamers and esports teams, and I’d like to thank launch clients AKRacing (which is launching a new specialist gamers’ chair on the goto.game web site), Intel, and Legion by Lenovo.
Finally: how do Digivizer and goto.game connect? With real-time data and insights. Our technology, six years in the development and refining, powers and sits underneath both businesses.
To strike that first match becomes an easier decision when you have the best-possible information about what might happen next!
The Australian Financial Review’s Tony Boyd raises some amber, if not red flags, in his recent article about the lack of preparedness, of most of Australia’s listed boards to the reality of the mobile-first world in which they now operate.
Deloitte cites an Australian smartphone adoption rate of 84% (rising to 94% if you’re under 24), calling Australia a nation of hyper-connectivity and exceeding many western countries permeation rate. With 17 million Australians on Facebook, with most of us checking in at the moment we awaken and checking out just before we turn off the lights for the night on our mobile devices, businesses who ignore mobile as a platform to entertain, inform, engage and delight their customers are at their peril.
We agree with Tony Boyd’s assertion in conversation with Stephen Scheeler that boards need to see digital and social as ways to know much more about their customers, and thereby create better customer experiences.
Given most companies spend between 10 to 15% of revenue on marketing, with now over half going to digital, boards should be asking to see digital and social insights and results in their board packs as a matter or priority. The beauty of digital is that everything is measurable. Measuring the ROI of investment in digital should be continuously reported to help organizations learn and do more of what works, and less of what doesn’t.
Boards need to hold their leadership teams accountable to appropriate investment in the strategic thinking and tools necessary to enable them to engage directly with customers, and to track every activity into and away from their websites, digital messaging and social platforms through to conversion.
While it should be assumed digital is an essential part of delivery, the real opportunity is in the ability to delight the customer and create friction-less, positive and outcome-driven experiences when and wherever the customer wants. Measuring the delight and sentiment of customers in relation to their total experience (including digital experience with your brand), and by focusing on continuous delivery of experience improvements will provide the type of stickiness and advocacy businesses and boards are looking for.
Marketing has always been about achieving the best results by getting the right message to the right person at the right time using the right channel. That mantra remains as true as ever, but the techniques, long-accepted and built on the now-crumbling foundations of broadcasting messages at anonymous audiences in sufficient numbers that some of these messages eventually stick, are increasingly redundant.
What’s changed is the consumers. They are to be found on their mobile devices, managing their everyday work and personal life commitments, making choice about who to like or engage with, and to turn to, every waking minute. Overwhelming consumers with mass-market branded messages is increasingly ineffective, often prevented by ad-blocking technology, becoming expensive quickly, and still often misses the individual and their context.
The consumers are in control. And the secret to engaging with them lies with the true creators and storytellers.
Last night Digivizer supported Thom Whilton and Lisa Teh, natural storytellers, entrepreneurs and creators with whom we’ve had a long partnership, at the launch of their new book Australian Style: The Who’s Who of Fashion.
The book builds on Thom and Lisa’s on-line content and editing success, and celebrates Australia’s fashion industry innovators, leaders who create Australia’s leading designs, and those who tell their genuine stories to the industry and to consumers.
I joined a panel alongside Daniel Watts, managing director of Thames and Hudson Australia, Janice Breen Burns, former fashion editor of The Age, Lisa Teh, and blogger and influencer Lana Wilkinson as moderator. Despite our different backgrounds and careers, early consensus appeared: a brand telling its own story no longer holds the same equity and interest for consumers. Consumers want a new and different story to be told by someone they trust, one that is entertaining and informative, and that aligns to their passions and values.
The evidence is in the data. Digivizer’s analytics show that those brands that work with great creators and storytellers gain greater consumer engagement, loyalty, interest and sales. They outperform those trying to control the branded messaging and solutions.
Brands must understand that to win, they must deliver the best experiences and provide great reasons for individuals to engage with them. One of the best ways to do this is to work with the people consumers already turn to for information and inspiration: the creators, the innovators and the storytellers who have already earned and built engaged communities of like-minded individuals sharing common interests, passions and values.
Consumers are savvy. They know who is being authentic and what is contrived, and they spot undeclared paid-for influence or comment. Even ahead of increasing regulation around declaring paid-for comment, brands should look to earn consumers’ respect for what they really help create, rather than look to trick or mislead. This comes through investment, inspiration and collaboration of these exciting possibilities via this new generation of creators and storytellers.
The process of engaging with individuals starts with great stories, but consumers quickly vote with their thumbs on their mobile devices. As they do, they leave clues about their intentions, connections, needs and preferences, many with the expectation that brands will act on these clues and engage with something of interest and relevance.
The opportunity sits in the precision of being able to act on these real-time actionable insights intersecting with the actual conversations and content engagement taking place on the social web.
The choice for brands seems clear: embrace the new role that supports, commissions and inspires the storytellers and creators to deliver genuine and inspiring collaborations that in turn fuels real Australian and global innovation.
Brands need to invest in, not compete with, the creators and storytellers.
This article is also published on LinkedIn. Australian Style: The Who’s Who of Fashion was launched Wednesday 8 March in Melbourne, as part of the 2017 Virgin Australia Melbourne Fashion Festival IDEAS program. Follow the social conversation at #australianstylebook #vamff. Digivizer was the primary sponsor of the event.
Businesses that master real-time, mobile-driven mass-personalization will win in today’s social world.
The foundation principle of this is being where your customer is.
Consumers by nature will naturally look for the easiest way to get what they want. For businesses to provide relevance and value, you need to make it easy for them to reach you and be there when they need you. This means making it easy for them to search, engage, assess, buy and measure in a highly personalized way.
It also requires businesses of all sizes to know more about their customers. To know what is of interest to them, what they are engaging with today, and then to personalize and serve up relevant content and offers based on each customer’s declared interests, life stages and activities.
This is much more than simplistic monitoring of social media posts, this is live insights actioning.
Those that adopt this approach to selling and marketing see significantly greater results. And since consumers always vote either with their feet (and wallets), those who do this well will win.
This has been talked about over the past few years, but few companies do this, and those that are early adopters here tend to be large enterprises.
Small and medium businesses deserve to benefit as well, and they can more and more as real-time technology that analyses the social web and serves personalized content through social channels in real-time becomes available.
However it needs to start with the desire first to create great customer experiences and using the large amount of data on social to do what we have always wanted to do as marketers. That is to get the right message to the right person at the right time using the right channel. The wide adoption and real time sharing and engaging nature of social allows for this.
Those who harness the power of this data source for personalization and creating great experiences will win.
Social Media was hailed as one of the agents of change. Certainly it has made it possible even in oppressed societies for citizens to reach more people and help gain momentum and support for their plight and desired change (think recent people lead change in Egypt as well as community support generated for those affected by QLD Floods, NZ & Japan Earthquakes etc).
However social media really only represents an easy, low-cost, high reach and engagement channel. It is not the channel that brings change but the opportunity it presents and the people who engage within it and the messages they share.
Listening to the personal stories of the great speakers last night and those across Australia, there were some common and consistent messages that suggest a blue print for bringing about change. They point to the cause of which the channel is only the conduit:
1) Hope Powers Change – you must first genuinely hope to bring about change . Hope then provides the fuel and momentum for you to continue in the face of adversity, inequity, barriers, and power imbalance. Hope also binds people together behind a common cause.
2) It starts with the first step – no matter how small, everything you contribute to bringing change no matter how small can make a difference. The benefits of taking 1 minute of your time, showing or demonstrating your encouragement and support, donating something small (time, message, money, resources). Just taking an action can generate, add-to or complete some great act of change in someone’s life. It has the added benefit of impacting you positively too.
3) Look for, understand & stand for basic human rights – equality, freedom, opportunity for everyone – how can you ensure this is enjoyed by everyone. Identify how many of your rights you take for granted that are not available to others. Identify the basic human rights that are being challenged all around the world including in our own back yard (and our legislation).
4) Connect directly with people affected – it is too easy to be disconnected from the person and people who needs help. Listen to their story. Listen to their hope. It is impossible to ignore and will help you know the right action to take.
5) Have Courage – it requires courage to stand up, have a voice, be counted and more importantly to act. It starts with the courage to ask yourself “why is this happening and what can I do to change it?”
It felt easy to applaud those making changes last night however significantly more difficult and uncomfortable to ask ourselves how much are we doing at the individual level to bring about change.
It matters not how much we have done to support required changes in the past, only how much we can do moving forward.
I reflect on the great George Bernard Shaw quote:
“The reasonable man adapts himself to the world; the unreasonable one persists in trying to adapt the world to himself. Therefore all progress depends on the unreasonable man.”
It points to the need to stand resolute and that we must first look to ourselves as the instruments of change.
May 2012 be your year. Allow Hope to power the change you desire.
Emma is a keynote speaker addressing the Commonwealth Bank’s 2nd Women in Focus conference, held at the prestigious Byron, at Byron Bay 31st August – 3 September, to approximately 100 key banking clients on “How the Social Web is changing the way we do business”.
Emma will be presenting latest research, different value and view points into the social web, some case studies and will lead a workshop session on how to leverage the social web across your entire go-to-market strategy and how to link your activities to specific business outcomes.
If you would like to know more about Emma’s presentation or would like Emma to speak at your next event, contact Emma at email@example.com.
To find out more about DIGIVIZER’s unique capabilties in delivering the social footprint of the people you know (your customers & prospects) and the people you wish you could know (new leads & influencers), visit www.digivizer.com.
Social Media is not just for the geeks, techos and the under 30’s. No manager can ignore the increasing power and influence of the social web. People are connecting, sharing, listening, influencing, growing the relevance of their networks every day.
It is easy to see that as technology advances at such rapid rates, the rules of marketing, customer and employee engagement have changed and must continue to change.
Most managers accept you can’t ignore the social web. The question really becomes for each of us: “How can I add value to my organization in determining where and how the social web can be leveraged to deliver solid bottom line outcomes?”
Connecting the social web to organizational value:
Building your brand is largely based on how your brand is perceived by your customers. You don’t own your brand – your customers do! Your customers are already choosing to watch, connect, discuss and engage with your brand. Aden Young of DigitalBuzz noted in his December post “that 67% of people on Twitter follow a brand (that they will purchase), in comparison to only 51% on Facebook. Yet on Facebook 40% of all people follow a brand in comparison to Twitter’s 25%.”
Easy to conclude that the social web should not be seen as an add-on channel, but rather an extension of your business, providing customer information and the means to engage that should integrate into every aspect of your business.
WHAT QUESTIONS CAN AND SHOULD YOU BE ASKING?
Here are just some of the questions you can be asking your organization.
Customer Journey – how is this being captured and managed from possible interest>engagement>purchase>repeat purchase>advocate>evangelist> influencers?
Social CRM – how and where does (& can) the social media insights fit into the broader marketing and customer engagement, sales and support strategy? Your communications strategy? How is this being integrated and implemented in real-time?
Lead generation strategy – where and what is involved in leveraging the triggers provided within the social web in relation to your known customers and your ideal customer target markets?
Employee Power – How does your digital strategy allow for you to grow, harness and leverage your employees? Your partners? Your franchisees? What is their role in this? How can they be involved in utilizing social media? What guidance and more importantly, permission and encouragement do you need to provide?
E-Commerce – Thinking beyond “bricks and mortar” and your current go-to-market model, where and when will your e-commerce platform sit within this? Where and how do you drive traffic to and from this site?
Retailing – How can you grow your online brand and customer engagement to drive traffic into store?
Business Information – How are you overlaying the insights gained from the social web as it relates to your customers,markets and ideal new customers and markets?
Measuring – How do you measure all the above? Once you embark on a digital strategy that includes leveraging the social web, how can you be sure you are being successful? What measures, insights and returns can you gain? How real-time is this?
These are just a few questions to start the ball rolling. What else do you think should be added to this list?
How can you (the non-geek/non-social web expert) get involved in harnessing the social web and add even more value to your organization?
Emma was recently interviewed by Suzi Dafnis of Australian Businesswomen’s Network. Here she introduces Emma to her network as:
“For many of us, running one business is more than enough. My guest today runs two businesses. Emma Lo Russo is an experienced innovator, organisation leader and marketer. She has brought together her experience gained from leadership positions across a broad spectrum of industries to two businesses.
Digivizer, a business that delivers the digital footprint of the people you know (i.e. your clients) and the people you should know. Digivizer looks at who you should connect to through social media and Validity Coaching, a collective of experienced executive coaches.
Emma joins me to talk about the pros and cons of running a portfolio business, that is, a collection of businesses. We look at:
Does running two businesses impact the effectiveness of one or more of the business?
How can a split focus help you get better business results?
What are the challenges of running more than one business, and how do you overcome them?
I love this quote by Mahatma Gandhi. And I try to live by this mantra.
Having lead an ASX-listed technology company as President & COO for 5 years, and after working 20 years in leadership positions for a range of corporates and agencies( working full time whilst raising my 3 kids), I took the big scary decision to step out last year and take a more entrepreneurial/self-starting career change.
After taking some time out to contemplate what next (travelling around Australia in a Winnebago with kids and husband), I decided to take my future into my own hands and do a number of things:
1) Stay focussed on doing what I love and feel passionate about “helping people and businesses grow”, and to
2) Find a new and different way to leverage my experience by playing to my strengths and passions
I now focus my time on sharing my experience and developing people through coaching, leadership development, workshops, speaking, writing and am now working to help businesses grow through harnessing the power and value of the web.
What drives me is my excitement about the increasing ubiquity of the web, faster processing and download power, interconnectivty and mobility through an ever-increasing range of electronic products and platforms, and how this has opened up the global market.
The model introduced by Apple with the ipod and itunes was a real paradigm changer for all businesses. Now all companies are looking at how to take advantage of technology and how they can connect, interact, create lock-ins with their customers through more personalised, targeted products, services and support – all delivered through the web.
The web is undeniably becoming more social. Right now, people are meeting, finding, sharing, and connecting with one another through the social web – leaving behind digital footprints that are as unique as they are. As an example, a recent Nielsen study found that 75% of global consumers who go online access Social Networks and Blogs, and that there was a 66% increase in time spent on Social Networks/Blogs compared to last year.
Australia’s social media audience is estimated at 9.9 million and 40% of online Australians are now interacting with companies via social networking sites, reinforcing notions that Australians are open to engaging with brands and companies online. And this type of penetration is typical of western countries and increasing at a rapid rate in the developing countries.
It is through this changing world and the increasing take up of what has become the social web that I co-founded DIGIVIZER together with my (very smart) partner Clinton Larson to help businesses bring sense to the billions of connections and conversations that are happening on the web each day. To help them find what matters to them and to help them use it in ways that they can extract value and a return to their bottom line.
And so I now introduce DIGIVIZER to you…
DIGIVIZER delivers to businesses the digital footprints of people you know and people you would like to know, providing insights into who and what people are saying and about things that matter to you. All presented in meaningful, people-centric, easy-to-understand and easy-to-access sets of data.
When integrated with your customer relationship, sales and marketing platforms and programs, DIGIVIZER gives you a new edge to enable more powerful personalization and targeting through all customer interactions – significantly increasing the return on your marketing and sales investment.
We are in the early stages of growing, balancing client requirements with the development of the base platform. It is exciting, it is challenging, and it is unlocking some powerful results.
I truly believe this Social CRM is the future for businesses and as a very wise person said, that the personalization of our experience on the web will no doubt be viewed as the characterizing aspect of the current phase in the evolution of the web and the way we will do business.
And so, the journey continues. And it all starts with making the changes you want to see in the world – starting with yourself and your world, then looking beyond.