Shiv Singh's Keynote Presentation at SMIATL 2010

The Future of Digital Marketing @shivsingh http://goingsocialnow.com

The purpose of a business is to create a customer – Peter Drucker “ ”

The purpose of a business is to create a customer who creates customers “ ”

Leaving your only job to be taking care of your existing customers On their terms, on location with them and as a more social brand

5 IDEAS
That’ll give you a sense of what I feel we need to worry about

IDEA 1
CREATE A WHOLE FRANCHISE OUT OF A SOCIAL MEDIA INITIATIVE

WHAT DID IT START AS?
Give marketing dollars away to causes
Let consumers nominate their favorite cause
Encourage consumers to market the cause
Multiple levels of awards each month
Have a meaningful impact on communities
A year long commitment, not a campaign

What’s happened THE BASIC PROGRAM STRUCTURE Time $1.3m $1.3m $1.3m $1.3m $1.3m $1.3m $1.3m Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6

120,000+ refresh ideas
4.1 million registered users
50+ million votes in total
400 ideas funded to date

What’s happened EXPANDED FOR OUR CUSTOMERS Time Month 3 Shopper Extensions Month 3 Shopper Extensions Month 3 Shopper Extensions Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6

What’s happened TAKEN TO SPORTS AND CELEBRITIES Time MLB Extensions Month 3 Shopper Extensions Month 3 Shopper Extensions Month 3 Shopper Extensions Celebrity Extensions Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6

AND TO HELP THE GULF RECOVER Time Month 3 Shopper Extensions Month 3 Shopper Extensions Month 3 Shopper Extensions MLB Extensions Celebrity Extensions Do Good for the Gulf Month 1 Month 2 Month 3 Month 4 Month 4 Month 5 Month 6

2+ billion impressions

KEY IMPLICATIONS
Requires educating for the perpetual beta world
Forces people to think like a CMTO and not a CMO
Turns the economics of advertising upside down
Results in a deeper, continuous consumer relationship
This is not a campaign but a commitment. But still be mindful that commitments like marriages can get boring

IDEA 2
REINVENT DISPLAY MEDIA

$22 billion

MOVING TO THE IMPRESSION PLUS MODEL Paid Impression Value to Advertiser = 1. Paid Impression Click thru rate Value to Advertiser = + 2. Paid Impression Organic Impression Organic Engagement Value to Advertiser = + + 3.

KEY IMPLICATIONS
Display media still has its place. Don’t fight it
Impression Plus model is display’s future
Use the Impression Plus model for leverage
Evolved brand targets to identify and nurture

IDEA 3
Rethink the marketing model

FORGET ABOUT THE MARKETING FUNNEL

The Consumer Model: What is it Consumer is exposed to a brand He is activated to do something Consumer remembers the experience and purchases He engages experientially with or through the brand Takes lots of money but cheaper online Needs to be valuable and be deeply personal Remember experiences are remembered more than brands That activation may have little to do with the brand This can happen in a span of a second or a few months He tells other consumers about the experience. They engage in it Consumer engages more deeply and repeatedly His influencer skills get tested here Loyalty determined over here

The Consumer Model: The Silos Consumer is exposed to a brand He is activated to do something Consumer remembers the experience and purchases He engages experientially with or through the brand He tells other consumers about the experience. They engage in it Consumer engages more deeply and repeatedly Brand Marketing Experiential Marketing Shopper Marketing Direct Response Marketing Social Influence Marketing Customer Relationship Marketing

The Consumer Model: The $$ Upside Down $$$$$ $$$ $ $$ $$ $ We need to follow the political campaigns model more Consumer is exposed to a brand He is activated to do something Consumer remembers the experience and purchases He engages experientially with or through the brand He tells other consumers about the experience. They engage in it Consumer engages more deeply and repeatedly

The Consumer Model: Getting there Integrate the impression plus model into media Make all digital experiences social Archive the experience through social media. Measure Leverage peer dynamics to drive activation Allow for sharing but not over sharing Move to Social CRM Consumer is exposed to a brand He is activated to do something Consumer remembers the experience and purchases He engages experientially with or through the brand He tells other consumers about the experience. They engage in it Consumer engages more deeply and repeatedly

KEY IMPLICATIONS
We need to frame marketing more broadly
The consumer experience is everything
Brand engagement is second to that
Let this happen every single second

IDEA 4
Redefining the agency model

THE MODEL ON PAPER THE Brief Print The Big Idea TV Radio Digital Social

THE MODEL IN REALITY THE Brief Print Extension The Big TV Idea TV Execution Radio Extension Digital Extension Social Stuff Traditional Agency Traditional Agency Traditional Agency Digital Agency ???? Traditional Agency Client

Problem is Digital is not an extension of Television. Digital is interactive. And social is a part of digital. TV is flat.
Does the traditional agency do justice to digital? Or digital to social?

THE MODEL OF THE FUTURE THE Brief Print Extension The IDEAS TV Execution Radio Extension Digital Extension Traditional Agency Digital Agency Print Agency Media Agency PR Agency Social Agency Media Companies Execution driven by Agency skillsets and idea type Execution driven by Agency skillsets and idea type Execution driven by Agency skillsets and idea type Execution driven by Agency skillsets and idea type Consumer Insights

IDEA 5
A Single Metric of Measurement

I fundamentally believe how people talk about your brand and how much is going to be the most important brand metric in the future

What’s your SIM Score? SIM Score = Conversation Share + Sentiment * *Adjusted for influence THE SIM SCORE

SIM SCORE: PEPSI & COCA & COLA ANALYSIS

SIM SCORE: Moving to 2.0 Updating the formula as we speak SIM II Components and Calculations: R = Reach = [(Brand Mentions/Industry Mentions)*100]*w1; S = Sentiment = [(P/(P+(N*k))*100]*w2; P = number of positive brand mentions; N = number of negative brand mentions; k = multiplicative effect of negative mentions; w1 = weight assigned to social reach (0 > w1 > .99); w2 = weight assigned to social sentiment (1.0 - w1);

SIM SCORE: TESTING THE FORMULA

KEY IMPLICATIONS
How people talk about your brand is everything
SIM Score is one critical metric that can help
Being optimized based on correlating
Email me your ideas and suggestions

IDEAS RECAP
Create a Digital Franchise
Reinvent Display Media
Rethink the marketing model
Redefine the Agency Partnership model
Look to new metrics like the SIM Score

Thank YOU! @shivsingh [email_address] http://goingsocialnow.com

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Shiv Singh's Keynote Presentation at SMIATL 2010

by Center for Sustainable Journalism at Kennesaw State University on Oct 27, 2010

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