The End Of Paid Media, The Value Of Social Currency

@AdNerds#FollowFridays Friday, November 27 The End of Paid Media. The Value of Social Currency. And how to Earn it.

The End of Spray and Pray.

Media means People.

Be Afraid. Be very Afraid. Virtual Bodyguards are among us.

Reaching the spam saturation point. • 140 minutes • 5 x 6 minutes commercials • 5 x 1 minute own publicity • Total: 35 minutes publicity • 1 in 4 minutes: publicity

Plan B: Time-Shifting • De Pappenheimers: real time • SYTYCD: time-shifting • 50K production + 10K media space • Commercials: speed X64 • Every 30” spot in 0,46”

Welcome to DIGITAL TV!

Welcome to a World where the Consumer decides whether you’re in or out. Picture by Leo Reynolds on Flickr

Winning ATTENTION and ENGAGEMENT [in theory]

Three steps to social success... 1. Win their attention

Three steps to social success... 1. Win their attention 2. Engage them

Three steps to social success... 1. Win their attention 2. Engage them 3. Tap into their network

Winning ATTENTION and ENGAGEMENT [in real terms]

Social Media: the ultimate Union for Consumers.

If you care about media budgets, there are options galore. media content

Engaging rich media ads

Did it grab one’s attention? yes | no Was it engaging? yes | no Did it have a network effect? yes | no

Platform-integrated ads

social ads API

“ manager -- allows you to take the ads Techlightment’s social micro-targeting that Facebook allows to another level. This creates dramatic results for both performance and scalability. ” Josh Smith, Head of Inside Sales, Facebook

Title Image Text

} Title x1 Image x1 1 ad Text x1

} Title x2 Image x1 2 ads Text x1

} Title x 10 Image x 10 x 3.000 ads 3 countries Text x 10

Did it grab one’s attention? yes | no Was it engaging? yes | no Did it have a network effect? yes | no Will it have a long-term effect? yes | no

Tapping into power of networks? Develop content! media content

“ If we want people to drink our brand on a daily basis, we need to connect with them on a daily basis. ” Joseph V. Tripodi, Chief Marketing & Commercial Ofﬁcer, The Coca-Cola Company

“ What we're going for more and more will be developing compelling content. Some will be consumer-generated, some of it we'll buy, some of it we'll create ourselves. ” Joseph V. Tripodi, Chief Marketing & Commercial Ofﬁcer, The Coca-Cola Company

“Happiness Ambassadors”

“ You can’t just say it. You have to get people to say it to each other. ” James Farley, CMO @ Ford Motor Company

Survey of Adult “Millennials”, 18-27 years old. “Please tell me if you use the following technologies or services on a daily or frequent basis?” % saying yes Web-based search such as Google, Yahoo, MSN, etc. Web-based e-mail such as Gmail, Yahoo mail, Hotmail, etc. Facebook, MySpace, or other social networking websites 94 Instant messenger such as Yahoo, MSN, AOL, etc. 92 Wikipedia or other Wikis 77 Gaming communities such as Xbox Live, etc. 71 59 Personal blog 35 Personal website 28 Skype or other internet phone service 26 Virtual worlds such as Second Life, etc. 24 14

“Thinking about everything you have read, seen, or heard about business in the last year, in general, do you trust corporations a lot less, a little less, the same, a little more, or a lot more than you did at the same time last year?” Source: Edelman Trust Barometer, 2009

A Perfect Example of Brand Ambassadorship.

“We didn't break the bank. We didn't use traditional media. We tried something different, and it is working. ” Connie Fontaine, Brand/Content Alliances Manager @ Ford Motor Company

Brand Awareness for the Fiesta has risen to the Equivalent of Models that have been on the Market for 2 to 3 years. The program — which included a test-drive program — has elicited the interest of about 50,000 potential buyers, 97% of which don’t drive a Ford at present. Ofﬁcial Fiesta Movement content has drawn 4.8 million YouTube views, 600,000 ﬂickr views and 3.2 million Twitter impressions. 37% of generation Y were aware of the Ford Fiesta via social media before its launch in the US. The whole thing was done with $0 in ad budget and a fraction of marketing costs. The cars have been driven over one million real-world miles by the 100 participants. Sources: adrants.com - businessweek.com

The Sequel to a Perfect Example of Brand Ambassadorship.

Scott Monty’s Final Bit of Advice… To be constantly listening…

To be CONSTANTLY LISTENING.

Webcare Telenet

“ to consumer’s exploits on the web. We want Webcare wants to listen & respond actively to get in close contact with our customers and learn from their experiences as well as inform them optimally. ” Charlotte, Webcare, Telenet

ORM* tools - which one suits your needs? * ORM = Online Reputation Management, often referred to as “listening”

ORM* tools - which one suits your needs? What is the budget you would like to spend? How big is your team? Do you need collaboration, sharing or workﬂow tools? Will you listen or also respond, engage, ... ? Do you want to interact with existing company tools? Do you need a custom solution? Do you want to involve your whole company? Do you have the proper insights or need assistance? ... * ORM = Online Reputation Management, often referred to as “listening”

A Couple of things to CHEW on.

No more PAY to play. You’ve got to be willing to PLAY to play. Tap into the network effect. Develop compelling ﬂex it over different content and digital endpoints. Precision Marketing gives you a much higher ROI than the ‘spray & pray’ model. You should be constantly listening .

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The End Of Paid Media, The Value Of Social Currency

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