Connections, Conversations, Conversions

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And overview of the evolution of marketing and communications, and how the internet and social media have changed the world of advertising. Tips for social media networking and building trusting relationships that convert in to business.

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  • About.com
  • About.com
  • Things begin to accelerate…Stats credit: About.com
  • “Traditional” Advertising models emerge. Controlled messaging through highly coveted, highly priced channels.Print, TV, Radio…http://mimg.ugo.com/200910/11508/madmen.JPG
  • Outdoor? …Sponsorships around sports, venues, athletes, paid placement, and other channels.
  • Media channels were something of exclusivity based on cost alone. To create a powerful message and distribute it to millions of people would required a big budget.
  • http://www.galbithink.org/ad-spending.htm
  • Communications begin to take on an electronic form.About.comImage: http://patrickjames.ie/blog/sms-text-most-wonderful-messaging-ever/
  • The world begins to shrink.About.com
  • Radios provide 2-way, mobile communications.About.com
  • But these fancy communications are still a relatively exclusive item.
  • Introduce significant change.About.com
  • As communications channels evolved, they became more accessible.Individual devices became available, and eventually common.http://mashable.com/2010/12/03/cell-phone-mobile-infographic/
  • Change begins to accelerate faster than ever before.And everything changes.
  • What if you could communicate with anyone, anywhere, anytime?
  • Social Media
  • Telling stories, building sites and adding content easily… for free.In 2010…There are over 181 million blogs.34% of bloggers post opinions about products and brands.
  • Sharing is free
  • The way people consume, record, remember their experiences changes.http://blog.normprint.com/hilarious-it-computer-jokes/
  • Face-to-face conversation, anywhere in the world, is free.
  • Global video broadcast is free.On demand video becomes the expectation.In 2010 - YouTube receives over 2 billion viewers each day.24 hours of video is uploaded to YouTube by users every minute.To watch all the videos currently on YouTube, a person has to live for around 1,000 years.
  • Consumers have a voice, a presence… they gain control.For the first time, the majority of United States can be reached in a personal, interactive medium. In 2010…Facebook has over 500 million users.Two-thirds of comScore’s U.S. Top 100 websites and half of comScore’s Global Top 100 websites are integrated with Facebook.There are over 100 million active users accessing Facebook currently through their mobile devices.
  • Immediacy. Power. Globalization.Communication will forever change.50 million tweets in 2010. 180 million unique users access Twitter each month80% of Twitter users use Twitter on mobile devices.More than 600 million searches happen on Twitter every day
  • Mass media no longer requires money, now it simply takes the motivation.
  • Kid becomes web-famousBand hits the pop charts…
  • http://en.wikipedia.org/wiki/Crank_That_%28Soulja_Boy%29Followers: 1/10/2011
  • Followers: 1/10/2011New screen shot
  • http://observers.france24.com/fr/content/20080408-revolte-manifestations-emeutes-elections-egypte
  • http://observers.france24.com/fr/content/20080408-revolte-manifestations-emeutes-elections-egypte
  • James was a professional photographer… but what happens when everyone has a camera in their pocket?http://observers.france24.com/fr/content/20080408-revolte-manifestations-emeutes-elections-egypte
  • On April 10th, 2008, James Karl Buck and his translator were arrested by the Egyptian police while covering an anti-government protest. James, a grad student from Berkeley, was able to tweet one word while being taken away by Egyptian authorities: Arrested. This one update sparked his friends and followers into action, eventually leading to his university hiring a lawyer on his behalf and his release a day later.This is proof that one update, even if it’s a single word, can mobilize people to action and change the course of events.http://mashable.com/2009/04/10/extraordinary-twitter-updates/
  • First responders posting pictures to alert press that something’s happened.Immediate, mass circulation of images like this inform the world of what’s happening… now.Crazy?
  • http://www.wired.com/images_blogs/dangerroom/2010/01/haiti-hi-res-baker.jpg
  • http://commons.wikimedia.org/wiki/File:2010_Haiti_earthquake_damage3.jpg
  • http://www.freakingnews.com/American-Red-Cross-Haitian-Relief-Pics-75871.asp
  • United Airlines learns a tough lesson about customer service…Ask singer/songwriterDave Carroll… http://www.arabiansupplychain.com/pictures/gallery/Companies/United_Airlines.jpg
  • So did Southwest…
  • And Delta…Delta Smashes Charity Racer's Bike, Must Face Wrath of Viral VideoJun 10, 2010 – 5:19 PMJames Lawrence is a badass. He's doing 20 half Ironman races to raise money to build dams in Africa. half Ironman = 1.2 miles of swimming, 56 miles of cycling and 13.1 miles of running.AOLNewshttp://www.aolnews.com/2010/06/10/delta-smashes-charity-racers-bike-must-face-wrath-of-viral-vid/
  • http://www.nytimes.com/2009/02/23/business/media/23adcol.html?pagewanted=all
  • http://www.nytimes.com/2009/02/23/business/media/23adcol.html?pagewanted=all
  • http://newgaplogo.com/
  • One of the most incredible media events since the advent of social media.This shows the power of Twitter’s platform, enabling the world community to support an message being hushed by the Iranian government.http://mashable.com/2009/06/21/iran-election-timeline/
  • http://minnesota.publicradio.org/collections/special/columns/news_cut/content_images/iran_june15_1.jpg
  • http://en.wikipedia.org/wiki/Evolution_%28advertisement%29
  • Give your customers a means to connect around your brand, in a space they care about.A community, some personality, niche expertise.There’s a clear value proposition to the end user.
  • Let your consumers pick your biggest ad of the year.
  • Or let them create it.
  • Today’s great advertising is interactive.
  • No matter what the short-term goal of any advertising effort, the long-term goal is always the same: to drive media spending sharply downward by recruiting fans and advocates who will spread a brand's messages for free, forever.http://www.huffingtonpost.com/kirk-cheyfitz/advertisings-future-is-3_b_774821.html
  • http://www.huffingtonpost.com/kirk-cheyfitz/advertisings-future-is-3_b_774821.htmlPic:http://www.thetattoos.info/Harley-Davidson-Logo-Tattoo-13008331
  • http://www.huffingtonpost.com/kirk-cheyfitz/advertisings-future-is-3_b_774821.html
  • http://geistastic.com/?p=900
  • http://gmj.gallup.com/content/17698/Building-a-Brand-Marriage-That-Lasts.aspx
  • Consumer engagement spectrum…
  • Engagement increases as interest, participation, input, and ownership increase.
  • http://www.psfk.com/2010/11/why-people-share-content-spread-ideas.htmlThe Social Times identifies 7 specific factors that motivate people to share content with their social networks:Laughter (or, according to Godin, ‘because it’s funny and laughing alone is no fun’)Inspiration (comparable to Godin’s ‘I spread your idea because I’m in awe of your art and the only way I can repay you is to share that art with others)Cuteness (not sure Godin said anything related to ‘cute’)Originality (’because your idea says something that I have trouble saying directly’)Shock (’because it’s fun to make another teen snicker about prurient stuff we’re not supposed to see’)Surprise (’because I feel smart alerting others to what I discovered)Nostalgia (Godin doesn’t pose a reason that directly speaks to nostalgia for a shared experience, so we’ll take the liberty of saying ‘I spread your idea because it reminds me that we’re connected – we shared an experience in the past)
  • Marketing Through Social Media and Relationships – Edward Bocheshttp://www.slideshare.net/edwardboches/marketing-through-social-media-and-relationships
  • How do we bridge the gap?
  • Pic: http://blog.safetyweb.com/online-reputation-how-to-manage-your-online-reputation/
  • People choose to do business with those they know, like, and trust.
  • Pic: hhttp://www.livesoundnow.com/contact/SilhouetteDancingPeople.jpg
  • Connect likeminded people around a purpose.Do it for them. Make people happy.http://chuchilin.com/files/gimgs/19_picture-3.pngPic:
  • The ability to connect has never been easier.Building a trusting relationship with a customer requires meaningful, one-to-one multi-channel communications.Photo:http://wgalnightkids.blogspot.com/2009/08/wish-everything-will-get-back-as-usual.html
  • “The Age of Personal Branding”Personal branding is about how we market ourselves to other people. But truly great branding has always been defined by making emotional connections on a personal level.
  • In this new media world, the most successful marketing will seamlessly bridge online and offline.
  • Use online and offline tools to connect.Photo: http://www.flickr.com/photos/mathplourde/4639156283/
  • Pic:http://i757.photobucket.com/albums/xx220/markflap/chiaturtle.jpg
  • Pic: emrl.com
  • Twitter = Follow
  • There have been over 50 million tweets in 2010There are over 110 million users of Twitter currently.54% of bloggers post content or tweet on a daily basis. 
  • Facebook = Friend
  • An average Facebook user spends about 55 minutes a day on the site.An average user becomes a fan of 2 pages every month.Average user is connected to 80 community pages, groups and eventsAverage user creates 90 pieces of content each monthMore than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.Shareable contentLasting friendshipsDeepen relationshipsConnect others with like interestsBatman photo:http://www.flickr.com/photos/heathbar/5133788591
  • LinkedIn = Connect
  • 201080% companies use LinkedIn as a recruitment tool.LinkedIn has executives from all Fortune 500 companies
  • ResumeRecommendationsMaps!SuggestionsMessagesGroups
  • Social Media =Influencehttp://www.slideshare.net/edwardboches/basic-introduction-to-social-media-and-community-2578555
  • Offline….Meanwhile, in real life…
  • Collage: http://www.dnjournal.com/images/lowdown/newspaper-radio-tv.gifBillboard: http://www.mywordpressads.info/wp-content/uploads/2010/02/billboard-advertisement1.jpg
  • http://www.g4tv.com/thefeed/blog/post/706283/microsoft-taking-kinect-on-the-road-for-national-tour.html
  • ***fix animation sequenceUnique, memorable experiences that consumers crave.Blend online and offline tactics to involve your audience. Help them interact. Give them a voice, and listen to what they what.Car:http://motocross.transworld.net/files/2010/01/gm_091231_nynl_seq_lo-c-garth-milan_red-bull-photofiles.jpgBike:http://arbiteronline.com/files/2010/10/redbull-2.jpghttp://image04.webshots.com/4/9/61/20/57096120bMidux_fs.jpghttp://www.teamlorenz.com/Signs/139%20Miller%20blind%20date.JPG
  • Engage your audience. Produce once-in-a-lifetime experiences.The Flaming Lips.Photo: http://www.flickr.com/photos/wilshirepix/3839467109/
  • Miller Lite ‘Hoops’ interactive, branded on-premise gaming.
  • This is what we’re trying to do on another level with Meet-Meme.Provide an icebreaker, and connect real-life meetings into true connections that build valuable relationships.
  • Meet-Meme = Meet
  • Introduction
  • Networking
  • Conversations
  • Online and offline games.
  • Personal and Corporate Branding
  • Relationships
  • Cupcake story…Pic: http://www.flickr.com/photos/nick_d/2977848508
  • Connect, Converse, Convert
  • End
  • Where it came from…
  • Event services with integrated conferenceconcepts, exciting games and interactions, and personal support services.
  • Connections, Conversations, Conversions

    1. 1. Connections, Conversations, Conversions<br />
    2. 2. @adny<br />Digital Strategy<br />Process / Methodology<br />Project Management<br />Search Engine Marketing<br />User Experience Design<br />
    3. 3. @houseofbrew<br /><ul><li>Digital Printing
    4. 4. Social Media
    5. 5. Supply Chain Management
    6. 6. Web-based Software
    7. 7. Web-to-print Systems</li></li></ul><li>Agenda<br /><ul><li>Evolution of Media & Communications
    8. 8. Today’s Media
    9. 9. A New Reality
    10. 10. Bridging the Gap</li></li></ul><li>1987 Animated GIF<br />introduced by CompuServe<br />The Phoenicians develop an alphabet.<br />3500 BC<br />
    11. 11. 1450<br />Newspapers appear in Europe<br />First Photographic Image<br />1814<br />
    12. 12. 1916<br />First radios with tuners,<br />different stations<br />1927<br />NBC starts two radio networks<br />
    13. 13. 1930<br />First television broadcast in U.S.<br />Scheduled television broadcasts begin.<br />1939<br />
    14. 14.
    15. 15.
    16. 16. Media = Money<br />
    17. 17. Ad Spending: 1919 - 2009<br />
    18. 18. Meanwhile…<br />
    19. 19. 1831<br />Joseph Henry invents the first electric telegraph.<br />
    20. 20. 1876<br />Alexander Graham Bell patents the electric telephone.<br />1914<br />First cross continental telephone call made.<br />
    21. 21. 1940 <br />FM Police Radio Communications begin in Hartford, CT.<br />
    22. 22. AT&T Introduces Model 500 telephone.<br />1949<br />75% of lines are party lines.<br />1950<br />
    23. 23. 1981<br />First cellular license <br />
    24. 24.
    25. 25. 1992<br />The World Wide Web is born.<br />
    26. 26. The World changes<br />
    27. 27. Mass communication<br />for the <br />masses<br />
    28. 28. Information is more available, accurate, and abundant than ever before.<br />
    29. 29. Sales become social.<br />Commerce is available to anyone, anywhere.<br />
    30. 30. Media becomes social.<br />
    31. 31.
    32. 32.
    33. 33.
    34. 34. http://blog.normprint.com/hilarious-it-computer-jokes<br />
    35. 35.
    36. 36.
    37. 37.
    38. 38.
    39. 39. Media = Motivation<br />Media ≠ Money<br />
    40. 40.
    41. 41.
    42. 42. Twitter Followers: 2,554,405<br />
    43. 43. Twitter Followers: 6,641,347<br />
    44. 44.
    45. 45.
    46. 46.
    47. 47.
    48. 48.
    49. 49.
    50. 50.
    51. 51.
    52. 52.
    53. 53.
    54. 54.
    55. 55. Consumers are empowered.<br />
    56. 56. Tropicana Discovers Some Buyers Are Passionate About Packaging <br />“Do any of these package-design people actually shop for orange juice?”<br />
    57. 57. “Twitter is the ultimate focus group,” <br /> Peter Shankman said. <br />“I can post something and in a minute get <br /> feedback from 700 people around the world, giving me their real opinions.”<br />
    58. 58.
    59. 59.
    60. 60. Consumers own brands.<br />
    61. 61.
    62. 62.
    63. 63. #IranElection <br />
    64. 64.
    65. 65.
    66. 66.
    67. 67. Media = Emotion<br />
    68. 68. “…credited for its part in producing double-figure growth in sales of Dove products.”<br />The video was viewed…<br />40,000 times in its first day<br />1,700,000 times within a month of its upload<br />12,000,000 times within its first year<br />“…the total exposure generated through the $50,000 piece was estimated as being worth around $150M.”<br />
    69. 69. As much as we’d like to believe otherwise, the truth is, consumers don’t want to connect with brands. <br />They want to connect with each other.<br />—Sally Hogshead, Fascinate<br />
    70. 70. Connect likeminded people together around a purpose.<br />
    71. 71. Ask consumers what they want.<br />
    72. 72. Empower consumers to evangelize your brand.<br />
    73. 73. Surprise your audience with unique, interactive brand experiences.<br />
    74. 74. Media is free.<br />
    75. 75. If you can earn it.<br />
    76. 76.
    77. 77. Advertising's Future Is 3 Simple Words: Paid. Owned. Earned.<br />—Kirk Cheyfitz, CEO Story Worldwide<br />October 27. 2010<br />
    78. 78. Paid jumpstarts owned.Owned sustains earned.Earned drives cost down and effectiveness up.<br />—Kirk Cheyfitz, CEO Story Worldwide<br />October 27. 2010<br />
    79. 79. Earned media, when it happens, is the best form of advertising on Earth. <br />—Kirk Cheyfitz, CEO Story Worldwide<br />October 27. 2010<br />
    80. 80.
    81. 81. Gaining customers should never be a company's objective;building customer engagement should be.<br />—William J. McEwen, Married to the Brand<br />Gallup Management Journal<br />
    82. 82. Passive<br />Active<br />Enthusiasts<br />Higher Engagement<br />Lower Engagement<br />Interest<br />Participation<br />Involvement<br />
    83. 83.
    84. 84. Why Consumers Share<br />Laughter<br />Inspiration <br />Cuteness <br />Originality <br />Shock<br />Surprise<br />Nostalgia <br />The Social Times <br />
    85. 85. “I tell my friends about your brand<br />not because I like your brand<br />but because I like my friends.”<br />— Edward Boches, Chief Innovation Officer, Mullen<br />
    86. 86. So…<br />what?<br />
    87. 87. A New Reality<br />
    88. 88. People choose what media they engage with, when and where.<br />Be with them where they choose to engage.<br />
    89. 89. Build a reputation by building relationships.<br />
    90. 90. “Marketing spend might start at awareness, but in the Trust Economy, <br />communities are king, and ROI stands for Return on Influence.” <br />— Chris Brogan<br />President, Human Business Works<br />
    91. 91. Connect with people.<br />Get to know them.<br />
    92. 92.
    93. 93.
    94. 94. “The Age of Personal Branding”<br />
    95. 95. Online<br />Offline<br />
    96. 96. Use online and offline tools to connect.<br />
    97. 97. “Networking is not about hunting. It is about farming. It’s about cultivating relationships. Do not engage in ‘premature solicitation’. You’ll be a better networker if you remember that.”<br />- Dr. Ivan Misner – founder of BNI<br />
    98. 98. Online<br />Earned<br />Owned<br />Twitter<br />Facebook<br />LinkedIn<br />Google<br />Flickr<br />YouTube<br />Blog<br />Website<br />Mobile<br />Advertising<br />Email<br />
    99. 99.
    100. 100. A Stream of Digital Consciousness – <br /> over a billion tweets from 20 million users.<br />Connect with people who <br />share yourpassions and interests.<br />
    101. 101.
    102. 102.
    103. 103. Connect Past & Present<br />Cultivate Likes and Comments<br />
    104. 104.
    105. 105.
    106. 106. Business Networking<br />Referrals and References – Online Resume<br />
    107. 107.
    108. 108. 91%<br />Say consumer reviews are the #1 aid to buying decisions.<br />87% <br />Trust a friend’s recommendation over a critic’s review. <br />1word-of-mouth conversation <br />has the impact of 200TV ads.<br />Social Media = influence.<br />
    109. 109.
    110. 110.
    111. 111. Offline<br />Earned<br />Networking<br />Word of Mouth<br />Owned<br />TV<br />Print<br />Outdoor<br />Direct Mail<br />Business cards<br />Meet-Meme cards<br />
    112. 112. — Edward Boches, Chief Innovation Officer, Mullen<br />
    113. 113. 1980<br />
    114. 114. 2010<br />
    115. 115. Create unique, memorable experiences.<br />Connect online to continue the conversation and <br />build the relationship.<br />
    116. 116.
    117. 117.
    118. 118.
    119. 119.
    120. 120.
    121. 121. Meet<br />Scan<br />Connect<br />
    122. 122.
    123. 123.
    124. 124.
    125. 125.
    126. 126.
    127. 127.
    128. 128.
    129. 129.
    130. 130.
    131. 131.
    132. 132.
    133. 133.
    134. 134.
    135. 135.
    136. 136.
    137. 137.
    138. 138. Find Me Everywhere<br />
    139. 139. Connect, Converse,Convert<br />
    140. 140. Ask me how<br />
    141. 141. Keynote speaker: Sally Hogshead<br />
    142. 142.
    143. 143.
    144. 144. Event Sponsorship & Promotions<br />Offline Games<br />Icebreakers & Networking<br />Personal Introductions<br />Meet & Greet<br />Promotions & Giveaways<br />Spin to Win!<br />Online Games<br />Tweet who you Meet!<br />Lasting Connections<br />Friends & Followers<br />
    145. 145. Recruiting Cards: @MicrosoftCSSjob staff<br />
    146. 146. Recruiting Cards: @MicrosoftCSSjob staff<br />
    147. 147. Recruiting Cards: @MicrosoftCSSjob staff<br />
    148. 148.
    149. 149.
    150. 150. Cards<br />Front<br />Back<br />
    151. 151. Web<br />
    152. 152. Featured Themes<br />
    153. 153. “The Grid”<br />

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