welcome everybody. big thanks to everyone for pulling out all the stops on that into. i'm usually not so nervous. but from backstage thinking aboutthe crazy videos made and produced just to set the tone for the day,then, yeah, the pressure mounts. because a) you're ready to rock and b) know it's time to perform. time to make sure that youget the event you paid for, just like we teased in the intro.
hello hamburg, august 2, 2017. welcome to our little summer conference "new platform marketing." this is our third time hosting it. you just saw some images from earlier in the year, where we had thousands of people to please. today, however, we're here with a small circle of our closest friends. a smaller locale with less focus on the industry's stars and more on people who are absolute experts,
but who aren't always in the limelight, people who are experts in certain fields, who understood how new platforms workin ways others did not. it's these people that we want to shine the spotlight on, those who still haven't broken through. people like gary vaynerchuk or casey or other megastars, who hopefully you see regularly at our event every march. we have a information-packed lineup of individuals, who have identified ways of generating traffic, boosting sales,
or doing things in exciting and relevant ways, where you think "that's crazy or that's smart," not everyone saw that. and that's what we aim to focus on today, and after each talk i'll ask a few questions so that we can get the most out of our conference. we've got plenty of speaker highlights in store too. before we begin, i thought i could say a few wordson what we've been monitoring
on the new platforms. and in the process, i'll be introducing our speakers and shedding some light on the concept for today. what we have seen is that many people think they know what new platform marketing is, more or less. we really set out to get to the core of what it means and developed a concept that i wanted to go even deeper, because we believe in the concept and i thought i'd focus on it and our thought process to start with
so that you can get the most out of it. so, without further ado, let's begin. marketing in theplatform economy i assume i don't need to explain to a room full of marketers what the platform economy is. shameless self-promotion alert—i held opened the festival with a talk on that very topic, called the state of the german internet, discussing the gafa platform and how it changed or will change marketing as we know it. and one topic we're seeing a lot of in the platform world, i.e. marketing is that it is becoming increasingly difficult to conduct efficient marketing.
here are some examples: real estate: companies with numerous app downloads are by definition archaic. facebook is 10 years old and everyone else, other than snapchat is also ten years old. these are massive companies, with billion dollar valuations. it's no longer easy to just make an app and make it to the top-10. the top-10 is hard, but not even the top-100 is a walk in the park. numbers 8, 9 and 10 are all gaming companies.
i always feel a bit sorry for people, who tell me they are making an app. then i think, even if it is a good idea, you won't be able to make it to the top with an app. it's too hard. i think most people know that too, but we are just getting warmed up. if you look at how many domains on google in 2012 were in the top-10 for organic rankings, there were a total of 1.5 million. i.e. there were 1.5 million domains that were ranked relevantly on google. today, that number is significantly smaller,
which means people are focussing less on domains. in other words, seo has become incredibly difficult and it's nearly impossible to break through you have a better chance of being blacklisted than you do of making it to the top. the same applies to mobile, there are of course more domains here, but it's also really hard. the times of "doing a bit of seo" are long gone and there are figures to prove it. if you are really good at seo nowadays,your reward is less visibility, because there are so many ads due to the prevalence of mobile. this all serves as a little introduction.
if you need some sea, you just run some ads on google, to buy a few clicks i'd like to show you how much that all costs. as an example, here are the most expensive keywords: "outplacement" if you don't know, is the keyword people google, if they want to fire someone outplacement means, leave the company please. and then there are consultants specializingin putting together a staff and these consultants are prepared to pay €60 per click.
it's obviously a lucrative business, but paying €60 a click is insane, if you don't have an excellent funnel in place, you have no chance. "handy nass geworden," aka "mobile wet." these are people who are ready to pay €35 a click for people who's phone has gotten wet and no longer works. that's an incredibly expensive keyword. i am just giving context on how difficult using conventional means is being successful using conventional digital marketing means. if you are a private detective and looking for clients, then you pay €30,
just to hire someone to keep an eye on someone. if you provide immediate online credit, then you too pay €30 per click. if you are focussed on facebook, it's gotten harder there too. it's not just on google, where things are incredibly difficult. here, for example is the average organic reach for all sites. the turquoise curve is falling fast. i assume that most of you have seen that as well. it's falling even faster if you have fewer than 500k likes on your fb page because you lose a lot more in organic visibility.
it's gotten so brutal that facebook now wants to earn money too! pay me, if you want the reach. that means that many of the quick wins, with which we have grown over the years, that were fun, the competition there has increased, as well. there are now many more companies that promote their posts on facebook. which means even if you're ready to pay, the price has gone up. because more companies are there and the fb auction process shoots cpcs through the roof.
it's gotten a lot harder in a lot of different places. but in digital marketing, there are always deals to be found. new day, new opportunity. and smart people always seem to know where to look. we've been monitoring a few solutions, researched a few and would like to present them to you, that's what today is all about. we believe the solution to boosting your marketing lies in the agile usage of new platforms, i.e. no longer in google adwords
or in fb boosted fb posts. you have to be much more flexible and agile. what do we mean by that? for example, "stories." everywhere we look, we see stories. you can just sense that stories are a massive leveraging factor to be utilized, be it on snap, instagram, facebook, whatsapp whatsapp, too, has a story function, but it called something else in the end though, it's all about stories everywhere you look. at this rate,the bible will soon start making stories. stories all around, so we decided to take a closer look.
florian, who'll be speaking after me, actually created, here's the ad behind me, a case page specifically for this event. we tried to get you all here by using a story ad. and we are going to divulge all the data we gathered in the process and talk about how it many times it was clicked, how many tickets it sold, because we too need to be agile and have to adapt. for how stories work as a marketing channel, florian on stage in a few.
not only using our example, but generally speaking as well. everyone who has their eyes open, sees that groups are all the rage. for facebook they are so important that facebook has begun placing ads that more or less say that groups are important. that groups are important. if you live in hamburg, then i know you have seen this ad everywhere. at first, you're not sure who's advertising. then you realize, it's facebook, who is promoting its groups. if facebook is pushing them, then there is a reason for it.
and there are plenty of people who understand how to maximize that channel. these are the largest groups in germany. we'll be talking about the thermomix, very popular and beloved. we talk about it frequently too. we asked jakob, who knows a thing or two about facebook groups, who took over the thermomix group, purchased it you could say, and is now in charge of it and a couple of other groups too. he'll go into detail about groups. but he's not alone. we also have our friends from pattydoo
who run a cutting pattern community. we asked them to talk about how they go about it. here is a screen cast from their fb group. as you can see, tons of textiles. that all the result of cutting patterns by pattydoo. as you can see, incredible engagement figures, people love it they speak in the pattydoo language. we will take a listen and find out howbuilding a community works through facebook groups.
then my colleague, our editor-in-chief, roland eisenbrand conducted research into groups joining numerous groups, where live chats are totally in and this is what his newsfeed looks like. basically, it's like watching tv. it's just videos and other live content. that's the result of roland's facebook research and you can see that as soon as you start using moving images or videos facebook takes the bait right away and starts pushing the content. this guys here says it all the time that video is the next big thing. and because that's the way it is, we're taking a closer look at video
and asked patrick bales to appear. not his first time appearing on the omr network; he's been on our podcast a few times. this here is a funny video entitled "when your girlfriend helps you move." our friends at stoyo produce videos like that and generate a lot of views. and that what you think is just a funny video, turns out to be an ad. in this case for movinga. how that works, how to promote on fb with video,
be sure to check out patrick bales in a few. we've also got a slot dedicated to "messenger bots," another hot topic right now i'll be honest, i don't have much experience with the topic. but you hear about it quite a bit and it's something that various platforms are pushing. someone who knows a lot about it is our friend from jã¤germeister felix jahnen. i was speaking to him last night. today, he'll talk about how jã¤germeister uses messenger and bot marketing.
i think i'm doing felix a favor when i say that it's only one portion of what jã¤germeister does. he'll talk more about that shortly. another topic that we're not really discussing but is still fascinating. i hear from a lot of our podcast guests, in talks with people, just how important google shopping is. and i get it. google shopping used to look like this now, however, it looks like this. when you are looking for something, you only have google shopping results in the visible area. if you take a closer look,
btw we are in the process of publishing a rockstars report on the topic. what did we find out? we found that it is incredibly hard to stand out. these are all white washing machines and they all appear to sell the same product. this is the results page on google when you search for "washing machine." everything really does look the same. i also recently moved and had to buy a washing machine. i found out that there were crazy differences between products.
for example this product we circled here has one incredible feature. while it's running, you can toss more clothes in. they made an extra slot for that purpose. the problem is that in this format, there is no space to highlight such features. there is no chance to stand out. you look like all the rest. and if you don't take the time to take a closer look ...
then you have something cool that no one understands. therefore, i think it's about time to start standing out on google shopping. of course that begs the question, "how?" well, we also took a closer look for our report and found that you have to start small. not something companies like hearing. "start small." so how do we start" with legs. selling shoes with legs on google shopping ensures differentiation that creates tangible uplift.
this example is from asos. very clever. we talked to them about it in detail. and look, it's just shoes attached to legs. they stand out from the rest of the ads and that generates attention. that's what we mean by agile usage of platforms. have the courage to say, ok, there's no getting around google shopping. how can i do it differently? here is a current example, admittedly a minor example. a different topic, with different complexities of agile usage,
influencers. last year, we also had numerous influencers on stage this year again, because it is still early days for using influencers. the topic will continue to grow and grow. it's something we all need to take a closer look at. new platforn marketing at some point means working with influencers. and there are a lot of amazing examples of work by and with influencers. i'd like to give just a glimpse into the topic. i always compare it to the wild west.
and the wild west is dangerous, but full of opportunities. now i'll share some examples of what has fascinated me the most in the past months. of course, way at the top are athletes like ronaldo. not a bad player, obviously. but through his social media channels he generates an annual media worth over usd 500m. 500 million dollars a year, generated by this one person. to put that in perspective, gruner und jahrdoesn't generate that in ad revenue.
i don't think that their magazines generate that much in ad revenue globally. and neither does axel springer. he is larger than major publishing houses when it comes to the amount of media value he generates. incredible! of course, that is the absolute top of the mountain peak. also at the very top, is kendall jenner. everyone has heard the name. if you take any interest in influencer marketing, then you will come across her
and her kardashian clique. what we thought was interesting is that she deleted her account for a while. that created such a stir when the news broke last november. online it was huge news. what was especially fascinating was that it was at the time when donald trump was elected and there were massive amount of media coverage devoted to political topics, and yet there were some media outletswhere jenner still made headlines. she deleted her account. and ok, you can say,
"so what? who cares?" some people did care though. estee lauder did for example. estee lauder, a massive cosmetics company, just because kendall jenner stopped posting on social media lost 67% of their engagement. just because that girl was gone. meaning a major company that is highly active online,
is essentially off the radar. because their most important partner/ influencer/ engagement driver decided to quit. overnight, estee lauder was out. so you can see what kind of leveragepeople can have. what about when germany's own celeb dani katzenberger got married? she, too, is a relevant influencer. and they always seem to have some excellent ideas. how they make money... really clever.
she got married and then via influencer marketing, sold her wedding rings. not hers exactly, but the same model. three different sizes, in three very expensive price classes. and then all her followers and subscribers started buying the same ring. i found it incredible. and had to mention it,just to show you what works. and then of course there are lisa & lena. you all probably know them.
they have also made a name forthemselves abroad, too. they are huge. they are one of the few german influencers playing in the big leagues. they can sell out events in london and anywhere else. they sell tickets for €60, just to make a brief musical.ly, aka video. business is good. something else we find crazy and absurdand worth keeping an eye on, that "product hunters" or "goodie grabbers," aka people that just take pictures of products in a way that would make any professional photographer cringe,
they generate relevant subscribers. on "i love food" it's not the people who are important, and it's not the stories either, where you would think that it's storytelling centered around authenticity and individuals. in this case, it's authenticity but people aren't necessary. with such accounts you too can generate some excellent subscriber figures. and you can generate engagement, too. if you put a simple chocolate bar in front of the camera,
that will generate engagement, too. and it's not an exception, either. there are plenty of platforms where they just photograph products. and people want to follow them. i never thought that would work. i never thought this here would be successful. balea, camera. boom. 2000 likes. who else puts up excellent engagement figures? here is a bit of the potpourri of the absurd although we have to say, very important,
i think it's absurd, but also exciting, interesting and positive. i was a bit annoyed recently, when there was an article in manager magazin and they wanted to interview german influencer caro daur. and what people were talking about afterwards is that the young lady apparently didn't answer all the questions. then manager magazin published the questions that she didn't answer. it was a major scandal. i have to say that people treat influencers, most are very young individuals, quite unfairly; they do an excellent job.
in other sectors it is unheard of that people talk about their income. i also try to get people to divulge info about it, but i would never start a beef, just they didn't want to answer. that's their prerogative. if we have a soccer player on the mic, we don't ask them point blank what they earn, nor should we expect people to tell that to manager magazin. we take the matter seriously and want to talk about it today some people just don't have a feel for the actual situation,
including the people at manager magazin. what people should expect and what they shouldn't. it's fascinating. here are some examples of what i find fascinating. a bit irritating too, because i've never seen anything like it before. animals generate engagement as well. we thought that was a bit extreme. pet influencers and cleaning influencers. people posting cleaning products.engagement just for cleaning products. here for you today is our absolute favorite influencer, you all know her already, she was here last year,
farina from novalanalove. on stage last year, and back again this year, because her story has had some developments and we wanted to get the inside scoop. it's pretty cool actually, what the girls at novalanalove do. not only do they appear at our events, but they also work with brands directly and one such brand is babor. sure you saw our friends from babor standing around up front.
we wanted to take a closer look at the case. babor has little vials that rejuvenate and care for your skin we said, crazy. how does that work? we didn't know babor at all for a while then all of a sudden, this old beauty brand, been around for 60 years, was back in the limelight, and did so through influencer marketing. the person in charge of that is thorsten. he and farina will talk a bit about what happens behind the scenes, how they collaborate, how they leverage influencers for marketing.
it's not like we're just presenting a face on snapchat, rather we're showcasing the partner behind it too, a very close partner. hopefully, we'll get some sound insights into the practice. we were promised some, i'll be sure to insist on it. but i won't write an article about questionsshe chooses not to answer and make a big deal out of it. then we will talk about about you. about you is from hamburg. most of you know them and hopefully buy items from there.
they are a regular guest to our platform, appearing as co-authors or authors of blog articles, like on monday. tarek mã¼ller founder of about you, is a regular guest to omr. what we find interesting is the massive scale on which they use to work with influencers. here is a screenshot from theabout you app and you can see people, major influencers, who have significant reach on the app. caro daur, has about 40k followers just on the about you app.
many others, too, have similarly impressive reach, who work within about youfor the brand or for the shop. that's really interesting. and they also created an award that we posted about recently. julian from about you will tell us a bit about how they conceive working with influencer marketing on a large scale. plenty of opportunities there, different ones compared to a concrete brand, like babor. about you is aiming for big leagues, working towards a billion-dollar company.
therefore, they have a different approach. the award topic alone to create an aware just to boost media reach that alone is worth checking out the presentation. the third area, after influencers, where we see a ton of opportunity right now is on what we call "exotic platforms." exotic platforms is perhaps ... ... not the most accurate term.
but we mean platforms that have massive reach but for one reason or another are not yet completely mainstream. i just want to give a couple of examples, of what we find incredibly interesting beyond influencers and platforms where agility is key. we will be talking a great deal about voice marketing about amazon, about alexa, about skills, which are apps on alexa. we flew in nick schwab from the usa just to talk about skills. we met last night
and he currently reaches 250k people a week with his set, with his portfolio of amazon skills that he developed. he is one of the pioneers for developing skills on amazon alexa. and of course that is a topic that will continue to grow in relevance, which we consider exotic at the moment. but we probably wont this time next year. but right now it is new, very new. and we're looking forward to what nick can tell us about it.
then there is snapchat, which is still a bit exotic for us because it has yet to establishitself in the global consciousness. there are some crazy cases though. this is a screenshot of a guy with a sneaker app just for selling shoes. impossible to be successful with an app, i just said as much before. unless you are as clever as this guy. dj khaled, one of the biggest influencers on snapchat and you buy a filter wherever dj khaled is
and put it on dj khaled's appearances then you appear wherever he is, even if he doesn't know anything about this sneaker app pops up and through this filter is able to generate a ton of installs. what else you can do in the paid sector on snapchat we'll hear from jan at esome in a bit. pinterest, too, is a place where there is a lot of potential. three years ago on the big stage at omr festival, when the festival was still held in a small theater,
back then we had the founder of pinterest on stage. it never developed into the next facebook, but it continues to be a very relevant platform. we have taken a look at it with "similarweb" to see who gets the bulk of the highly sought-after, high-conversion pinterest traffic. to see who is especially agile on pinterest. we saw that our friends from chefkoch are especially successful. what we circled here shows that 5% of traffic on pinterest
in germany goes straight to chefkoch. they seem to be doing something right, seem to understand how to get traffic. that's what they will be telling us later. they are also an example of agile usage of a platform, in this case pinterest. what else? what else is there besides the agile usage of large platforms? besides influencers? besides exotic platforms? besides awesome growth hacks on these exotic platforms? what else is there?
there are a couple of things that i discovered in the past few weeks. where i thought, that's something worth taking a closer look at. for example, i find fashion to be really interesting right now. i call it "detour" marketing. this is a fashion show. people wonder why companies continue to put on fashion shows. a) who's watching? they usually only draw a couple hundred people. and b) who buys all that junk. you can't buy it on about you or zalando.
why then are fashion shows still important? first off, they are still important in a way similar to why an about you award is important. for the added reach online. if you put on a fashion show, vogue, e.g., will cover it or make a video on it which will generate a lot of views on youtube. and then the label is able to get a bunch of publicity here we see lagerfeld.
that comes just from a fashion show and on top you can expect a bunch of free media play. pr coverage, on top. but what does it matter if you only show products that no one wants to buy? like these crazy dresses? it matters because ... the brand can sell a bunch of other things. like perfumes and bags.
if you take a closer look at fashion, which is exactly what we did. you see that you earn zip, zero, zilch through clothing sales. the only revenue drivers they have are perfumes and bags. but to sell perfumes and bags, the clothes have to generate reach, through fashion shows. when i realized that, i was fascinated. i thought to myself,how crazy is that then? you create a product, make some designs
without any type of added financial incentive but through this detour marketing, you can sell perfumes and bags. pretty clever! worth giving some thought. probably translatable to other sectors, too. this is an experience i made personally. i'm sitting at home in eimsbuttel, hamburg. i want to order some asian food and check out lieferando. in germany, i am not the only hungry person using lieferando.
this restaurant here looked very promising, very cool, clean. an asian joint that i didn't know. but like i said it looked promising. found it interesting. i didn't make screen shots of everything, but they were on lieferando and mok kitchen is also on other platforms as well. so, ok. mok kitchen seems to be pretty big, but i never heard of them. they have everything on the menu, so i thought i'd give it a try. i was curious, so a couple days later, i drove over to mok kitchen.
and this is what i found. that is the place. when you go inside, there is no one sitting. there are three stools and a bunch of cooks. so i ordered on site. and i had to wait a good 25 minutes for my food there. i thought, wtf? why do i have to wait 25 minutes when there are so many cooks. there are no seats and as we saw, outside was completely empty.
the reason is this restaurant only exists on lieferando, pizza.de and lieferheld. they saw the trend and though okay marketing is built in on these platforms. we don't have to engage in any marketing ourselves, we just need to rank high on these platforms to be visible, present and that's enough to get enough business to keep our hands full. then we'll generate a ton of sales.
and then poor saps like myself will have to wait 25 minutes for their food, even though the joint is empty. i asked the guy about it, he gave me a wry smile. i think people call them ghost restaurants, because it's not a restaurant it's more or less just a place in hamburg on osterstraãÿe with doors and a big kitchen that is only there to deliver through those platforms. it's an excellent example of platform marketing. i know that no one can just quit their job to open up a restaurant
but it does show what is possible on these platforms. and it's such instances that we want to talk about and highlight today. you see the same thing on spotify right now. there is a new big platform, the spotify platform. and it's about intelligently using this platform, to game it, growth hack it, whatever. even dudes like chris brown, a big, bad-ass, hardcore rap star, chris brown does hardcore spotify seo.
he no longer releases albums like before, with 10-13 tracks. no, now his records have 40! why does he do that? because he knows how spotify works. and he knows it is smart to publish a ton of songs at once because that generates more plays and because the spotify algorithm counts 12 plays as one album. and then boom, you have a lot more records sold. just because people listened to all of your songs. if people listen to all 40 of your tracks, then spotify says that that equals two albums.
or three, excuse me, for whatever reason. they figured that out and said, alright, if that's the case, then here you go. if i sell more albums just by releasing more tracks, then that's what i am doing. and look at that, 40 tracks on the new chris brown album that i haven't heard. platform marketing is essential. we see it as the future of marketing a bit. and that is one more reason why we are excited that you are here.
why we think that was a wise decision on your part. now it's our turn to deliver, so here we go with our first speaker.