MEDIAWATCH #1: South Korea

Over the last year, I have been fortunate to visit 10 different countries on business.
The experience and learnings I captured during each trip are tremendously valuable.
I have been writing specific work reports, and I have also decided to share broader observations about each market.

This is my media watch, starting with South Korea where I am spending the week.
I will then backfill with India, Brasil, Singapore, Indonesia, Mexico, Australia, France..

  • Population: 49.3 Million
  • Internet penetration: 85.3%

Skorea population and internet metrics

  • Media Spend:  Mobile ad spend is said to account for 10-15% of total ad spend in 2015 and as much as 29% by 2019.
    IPTV & Mobile represent the strongest growth. This demonstrates the power of fast mobile network accessible anywhere (when everyone watches mobile on their phone in the subway: commute time is the new prime time).

S Korea spend by media

  • Mobile leaders: Google and Facebook are strongly represented, yet they are being crushed by the regional giants Daum Kakao and Naver.

S Korea mobile apps used

  • Opportunities for international companies: South Korea is well connected and extremely competitive. The lessons learnt by observing the dynamics can be very valuable (Kakao’s vertical integration is fascinating. Although described as a messaging service it also offers e commerce, content curation, taxi services…).
    South Korea is a great benchmark.
  • Barriers for international companies: Language.
  • Personal observation: This is the most competitive market I have ever seen with local player being extremely advance + vertical integration like nowhere else.
  • Fun fact: #KPOP is everywhere.
      • Travel tips: Traveling to Korea is like stepping into the future.

Marie Sornin

F8- what do you really need to know?

My colleague Olly Wilton, just put together this comprehensive summary of F8 and was happy to share.
Launching their mobile app ad network. Similar to the Twitter/ mo-pub alliance (theres is called Parse). looks like you will be able to select formats you run across it, including extending the reach of your Promoted Facebook posts. Native, native, native.
Part of this is developing their SDK, to make it easier for app builders to integrate and build on-top of FB API
Inline image 1
Anonymous Log in.
Not to Facebook. But you will now be able to log into 3rd party websites (to build profile, comment, personalise etc) anonymous in that it won’t share you FB data with that site (not sharing of permissions), but it will share it back to FB. So they can use your data for better targeting.
They see this as their step towards becoming the access point to the wider web
 
Sponsored Posts. Zuckerberg wants “beautiful and relevant” ads in users Newsfeeds.
To compliment this there will also be an increase in focus around on platform commerce and actions “Engagement ads”. i.e the “Book now” ads
Inline image 2
Messaging
First indications of Whatsapp being integrated. They are looking to bring messaging into mobile and native FB apps. C2C, B2C and B2B

Sex, drugs and rock’n roll @IgniteSydney

Here is my participation at IgniteSydney for marketers, on the topic of the three words that will guarantee social media success.

As you will see: Sex, drugs and rock’n roll is not all it takes…

 

Try it at work, and give thumbs if you like!

Marie Sornin

How to get your dream job

I recently landed a new job,  not just a new job: my dream job!
Looking back at the recruitment process, I have put together 10 simple steps I can share with anyone on the market. I am positive this will help you show the best of you to your potential employers.
You can start with watching the video and then read the transcript and use the resources linked!

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1- Constantly build your personal brand:
Just after I announced my resignation from my current position a colleague commented “Ah, it makes sense now why you connected with me on Linkedin recently”. I explained that I nurture my network on Linkedin all the time and not just when job hunting. I regularly connect with people I meet through work and whom I find interesting. I update my status with valuable information and react on content I discover (via Linkedin or other social networks). Not only it keeps my profile visible and fresh it is also a great way to enrich my knowledge and keep tight relationships with people I don’t/ can’t see often (these type of people might be the ones you will ask for a reference in the shortlist of your negotiation…). It is also true for Twitter, blogs, Facebook, G+. This activity is your digital footprint. Keep it vibrant and personal at all times, don’t binge two weeks before an interview… Even better if can top it with participating in industry events, reunions, conferences…

2- Define what you don’t want:
Before you know exactly what job you want to hunt for, it might be easier to start by defining what you don’t want. This will also help you turn down roles that look good but don’t match what you need.
I my case, I knew I didn’t want to go back agency side (unless it was to enter a new market) and that I didn’t want to be in a declining media environment.  With that I mind, I moved to step 3…

2- Decide what you want:
Dream your ideal life and define what job(s) will take you there. Then, think back to define what your next role (the one that will get on track to achieving the dream life) should be.

This will help you target the right companies & positions but also make the best decision might you be in the position of multiple offers, rather than jump for the money, or the lifestyle!

My focus here went onto global and growing tech companies… might they be start ups or mature business.
Of course there will also be an element of gut feel when you make your decision, but at least steps 1 & 2 will validate the gut feel…

4- Avoid the Head-hunter’s rush:
Although they might be a good sounding board to know what is going on the market and prepare for interviews, head-hunters are like sugar! I am not saying to avoid them, but definitely advising to use with moderation….

When you meet recruiters you come out pumped because they have all these great connexions and always promise amazing opportunities… unfortunately that feeling doesn’t last and you often fall flat, when you realise that nothing comes through. Just like a sugar rush.
Apologies if I am breaking some illusions here but recruiters are going to try and push you for the roles they have in their portfolio at the time. Very rarely have I seen a recruiter able to create a role for a candidate.

So, use recruiters’ resources wisely. Only talk to the ones you trust and who know you well. There might only be a couple but the ones who really understand your personality, skills and ambition will offer opportunities that will match what you are looking for, other ones will waste your time and mess up your efforts to stay focus.

5- Prepare for” I day (Interview day):
Nailing an interview is a great feeling… but trust me, it doesn’t happen by chance. You must prepare for it. Of course you need to leave some room for spontaneity with your interviewers but having your basics covered is essential.

Introduce yourself with impact:
How do you define yourself? I have started using: Marie Sornin= Digital strategist + surfer + artist. I even put it on my resume… It’s short, to the point, easy to understand, well rounded and opens up conversation easily.
Can you explain what you do in a sentence? I define my digital ad strategy director role at Fairfax with “providing expertise to the business to increase revenue, maximise yield and future the commercial strategy”.
Once again, short, well rounded and opening up conversation…

Tell your story: Find the flow to your career evolution. Highlight elements that correspond to the requirements for the job. I find that starting with your latest experience helps from over spending precious time on experiences that might not be the most relevant for the present role.

Prepare to answer the obvious:
About your career moves. An obvious one for me is, why I moved to Australia?
Why are looking to change role?

You might get asked if you use the products yourself, how and why. What do you find great, what can be improved. What is the opportunity for such a product/ challenge…
Prepare for case interviews (click on the linkk for McKinsey interview tips)

Illustrate what you mean with examples from your past positions that reflect the responsibilities and requirement for the role you are after. It shows your knowledge, can break the ice and supports theory.

Do your homework on the company, its milestones, its market, its products, its management, and its competitors, culture and about their interview process of course (Life at Google is a good example)

You would have heard that before but I will say it anyway: Be authentic, be yourself, be honest and open even about your mistakes. Remember this: at the end of the day you will only enjoy and be successful in a role that is made for you. Don’t try to convince yourself & the interviewer…
You might get asked what mistakes you have made, what your main weaknesses are… avoid preformatted answers like I am a perfectionist. Look for meaningful situations where you screw up, fixed them and learnt….

If you have multiple interviews, and if you can, align them so that you go for your most wanted last. The first ones will be an excellent practice run. Remember the questions you get asked and improved your answers. Sharpen your presentation!
I had a week lined up with interviews and during the first one, I got asked what would my first 3 months in the job look like. I gave an average answer. After the interview I thought about this particular question again and refined my answer with building a plan to focus my efforts on what would bring the most outputs and how. Guess what? This same question came up during the interview for the job I really wanted. I nailed it!

Ask questions. The interviewer will ask you if you have any question about the role or the company: ask your burning questions but also prepare questions that will give you insights about the culture, the strategy so that you know what you are in for, should you take the job!
Also, before you leave the room, make sure you are clear on what happens next. This will help you a lot for step 6…

How to get your dream job

6- Stay positive:
After you do interview, whether you think you did well or not. The wait until they come back to you is going to be very stressful. That is why it is very important that you clarify the selection process and time frame before leaving the interview.
Follow up and chase politely if you don’t hear anything with the timeframe provided.
Then, during the waiting period, remember a few things:

There is nothing you can do about it, so step back: Are you predicting the worst outcome? How much likely is it to happen? What will you do it happens?

Remind yourself of the best-case scenario. Mine was: I want to be able to choose the job I want. There were weeks when I thought it was all going wrong, however at the end of the selection process, my most positive outcome came true and decided to go for the opportunity that matched best what I wanted!

7- Negotiate but don’t be greedy
Once you have your first offer, don’t rush. Take your time to negotiate the best package! You must have done your maths before applying, now is the time to subtlety push for what you want. My advice would be that even if your really want the job and the salary doesn’t stack up. Express the minimum you need, be flexible about the package structure but don’t go for less. On the other hand don’t exaggerate your salary expectation. Your remuneration must reflect your ability to achieve the KPIs for the job!
When you the final offer, don’t agree to it on the spot. Take a day to make sure you are fully happy with it, then give your answer!
Lean in by Sheryl Sandberg has some great tips on negotiation.

8- Sign

9- Celebrate

10 – Enjoy the new job!

Marie Sornin

Is social currency worth Gold?

If there is one thing that shocked me in the 2013 Cannes Cyber Lions winners, it is that all of them seem to claim to be a social media success! Although the shortlisted campaigns don’t present themselves specifically as social media activities, it is as if generating reactions on social networks, has became the proof that a campaign has been adopted by the target audience. Just as much as the business performance… So, does it mean that turning an advertising message into social currency is worth gold?

Here is a summary of my favourite campaigns:

Adidas Window shopping (2013 Silver Cyber Lion)
Shop like it’s the future! I love the idea of keeping a store open even when it’s closed. The key is that they made the mobile integration simple and seamless. Reminds me of the Tesco Korea campaign (2011 Gold Cyber Lion)

Dove Real Beauty Sketches (2013 Gold Cyber Lion)
Not only it is an interesting concept artistically, the campaign really brings to life how women see themselves. The problem is obvious, it is up to all of us to help fix it!
Funny to see that Axe is now giving power to women with the fear no Susan Glenn initiative!

Oreo Daily Twist (2013 Grand Prix Cyber Lion)
Cool idea, social by design and success coming down to the dedicated resource on deck to come up with creativity worth spreading every day!
Everybody loves Oreos, now everybody loves sharing their Oreo twists!

Metropole Tweetphony (2013 Silver Cyber Lion)
I like the way new technologies are now associated with stuff as old as classical music…  The Tweepthony could have very well turned into a real cacophony but it didn’t. Like Pay with a Tweet, (2011 Cyber Lion winner) great use of twitter for creating value!

I also thought that a few other campaigns are also worth highlighting:

– Metro Train Dumb ways to Die (2013 5 Gold Lions/ 1 Silver). Brilliant branded content, the amount of recognition speaks for itself!
Perfume open platform for creativity (2013 Silver Cyber Lion + entertainment category at he Japan media arts festival)
Hello Again by Lincoln (2013 Gold Cyber Lion) Although the challenge of re inventing an old car brand and associate it with Music has been over used, the innovation power used to create the digital content is incredible (great credits to Go Pro). Execution is outstanding!
Nike Chance (2013 Silver Cyber Lion) Giving rejected young players another chance. Hope they will turn this into a yearly mechanic not just a one off campaign.
Clouds over Cuba (2013 Gold Cyber Lion): making history and culture accessible to all! Like the Google Art project, we want more of that!
– Perrier Secret Place (2013 Bronze and Silver Lion), Golden chains (2013 Silver Cyber Lion), Tokyo Symphony (2013 Silver Cyber Lion) and Jam with Chrome (2013 Bronze Silver Lion) are great examples of pure digital and collaborative entertainment!

Do you what these brilliant campaigns have in common, apart form being 2013 Cannes Cyber Lions winners, of course? Come to Ignite Sydney on August 7th and I will share with you the three words that guarantee social media success (I might use some of these campaigns as examples to illustrate what I mean!)

Marie Sornin

My observations about social selling

The global take up of social networks, has transformed “peer to peer” recommendations and is changing the way consumers search for products. So, what is the impact of social media on search & the purchase funnel?

Based on my experience of leading major brands through digital and social media transformation and my knowledge of social network features, I collected 3 observations demonstrating that search and social are colliding into what I call “searchial”.
Here are my observations and insights on future transformations.

1st observation: 50% of consumers and marketers use social for search

Recent research revealed that:
– 50% of marketers say that social media has impacted their search engine marketing strategy.
Social media has transformed the purchase funnel into a cycle by adding one more step to the traditional “awareness>consideration>decision” model: The “share” phase.
The key for retailers is to not only to engage their audience on social networks but also to integrate their customers’ social graph into the shopping experience. Some retailers have done it brilliantly (e.g.: Levi’s friends store, Etsy Connect Your Shop)

– In Europe: 50% of 16-64 year old have used social networks to inform their buying decisions.
Google remains by far the first search engine in the world with over 3 billion searches per day. Did you know that the second search engine in the world is a social platform: YouTube with 2 billion searches per day… and that 1.6 Million searches are conducted on Twitter every day!

Here, I would recommend reading “Grouped” by Paul Adams (Global Head of Brand design at Facebook), which provides great detail on understanding the social graph.

2nd observation: social networks are rolling out search features
Facebook search graph: let’s you search for movies, restaurants, music, and photos… based on you & your friends activity…

Facebook Search Graph screenshot: let’s you search for movies, restaurants, music, and photos… based on you & your friends activity…

Facebook search graph

Google is now positioning G+ has the social spine to all Google products and has already integrated +1 interactions on search results. Case studies show that adding social annotation increases click through rates significantly (+12.2% for lastminute.com.au SEM branded campaign).

Tweeter just rolled out key word targeting ad products… and this is just the beginning…


3rd observation: Social accelerates purchase decision

Extensive research conducted by Google (unfortunately, no Australian data), which places social media on the customer journey along other online marketing technics, shows that for most categories, social media plays a strong role at the awareness stage.

Google Think: channels play different roles in customer journey

Google Think research

But, other experts contradict that point of view and say that social closes the loop

John Batistich. Search at start, social closes the loop

I think that social is the validation point. Early or late in the decision process, depends on your brand and your audience behavior. That’s for each marketing team to analyze and understand. Combine your search and social media activity with one goal in mind: accelerating the purchase decision.

I might finish by pushing the envelope a bit further… Where is this all going?

If you look at how Facebook and Google but also Amazon and eBay have been using behavioural data to surface relevant content (and products). Combine this with the rapid evolution of connected devices, which bring applications like natural language recognition (Siri being one of the best example so far), and how social media is becoming more sophisticated by including geo location as well as rich media interactions… this all points to predictive solutions. It’s not long until our devices, networks or apps will provide us with the information we are seeking before are even asking for it…

I will finish by pointing you to an article on the SMH about Google Star Trek computer

Marie Sornin

Live blogging from iStrategy Sydney

Spending the day at #iStrategy, global marketing conference. I won’t summarise the keynote sessions. You will be able to find most of them on iStrategy site.  However, I am extracting the common themes I find throughout the multiple presentations.
Amazing line up to start day 1 Ken Segall (ex Apple creative director, the man responsible for “I” everywhere, follow up by Jason Hincks (co founder & CEO of Movember), as well as a Panel of retailers etc…

The leanrings behind their success stories can be summarised in 5 themes:

1-Simplicity is what makes people fall in love with brands:
This was very much, Steve Jobs’ philosophy and how he drove Apple from near bankruptcy to global success. Making users love Apple and its products was all he truly cared about. Why? He turned computer users into Apple fans by making simplicity the ultimate sophistication.
From his experience, Ken Segall explained that being simple is not easy. A pure idea is battled by over populated meetings, negativity current affairs, competitors fighting back… all these currents push you to complexity…  He summarised how to achieve simplicity by a quote from Antoine de Saint Exupery “ Perfection is achieved not when there is nothing left to add but when there is nothing else to remove”.
My French touch says: Simplicity is sexy!

This trend is also reflected in the way retail is changing. Technology is actually making the customer journey longer and ever more complex: discovery> search>buy>acquire>use & share>relationship. There are now more channels than ever before, the role of retailers is to bring them together into a seamless customer experience. In store influences online behaviour and vice versa. The key is to make it simple & compelling. John Batistich (Director Marketing, Westfiled) shopping world tour showed some great shopping experiences from Eataly food theater to Nike wearable devices, Burberry Flagship store and Uniqlo clothes to change the world. From his point of view, the next big change is location profiling. This is simple: bring customer, content and context together!

2-Be authentic:
I have talked about that in many of my posts as it is an absolute pillar of social media success. It came out strongly again in the beautiful Movember story. Authenticity is  what prevents Movember from turning into white noise on the marketplace . How have the Movember team managed to keep their idea growing over 10 years and across multiple countries? Simply (ahha) by putting the fun factor as a priority over raising funds (of course raising funds is important, but is not the main reason why guys join!) and by refreshing their brand every year with a campaign theme that is true to Men’s health. This has driven them to always defend their brand vigorously (selective partnership, not expanding into growing Mos all year long…)

How women can support Movemver

How women can support Movemver

On a side note, I will also highlight the importance of social media. Just to nail the point that social is  taking on search #justsaying: Facebook is the number one referral of traffic and donation (brings 31% Movember traffic and 15% of donation) and is ahead of Google…

Also, when you are Authentic you can do stuff like Scoopertino without creating a crisis…

3-Passion:
Certainly true for anyone who worked with Steve Jobs at Apple, but also true for the Movember crew who turned a mates catch up at the pub into a multi-million dollar fund raiser.
Nick Baker (Executive General Manager Marketing) also talked about how Tourism Australia took passion to the next level by making their 4.2 Million fans the heros in the community. In doing so, they created the biggest, most engaged social media team in the world.
My take on it is: if you are not passionate about what you do, ask yourself why you are doing it?

4- Take some risks:
Confirmation from executives that the only way to grow is to challenge the status quo and take risks.
From Tourism Australia shifting from advertising to socially amplified advocacy. Easier said than done but over the years they have done it! From photo Fridays, to newsjacking the social media team now plays a central role into the communication planning. Their latest campaign Best jobs in the world collected over 620K application from all around the globe. Surely better engagement than a TVC!
Again, Steve Job’s example “here is to the crazy ones ad (voice over by Jobs but that actually never got released) is the best illustration of achieving greatness by not following but leading the way

Marie Sornin