Dmmi presentation final

Holy Cr@p! Co-op Marketing andthe Social Media Revolutionor, feeding zombies for fun and profitScott Crider @CScottCrider #HCdmmi

Feel free to Tweet!Hashtag #HCdmmi

Hi, I’m Scott.I work at Compass Mediain Gulf Shores.

I used to bean advertising executive.

I used to bean advertising executive.a creative director.

I’ve always beenan advertising executive.a creative director.an internet geek.

Now I’m mostly an InteractiveMarketing Strategistand weekend boat Captain.

Little known fact:I once got over 1 millionblog readers in just 10days.

Enough about me.By now you must be wondering…

What about the zombies?Image source: Flickr.com Zombieland Group

Three terms to remember:

Three terms to remember:1) “Timeline”2) “Frictionless sharing”3) “Lifestyle apps” #HCdmmi

1) Timeline

Starts withtoday

And beyond…

2) “Frictionless sharing”

“Ticker”

3) “Lifestyle apps”

“We think this is going to make it possible tobuild a completely new class of apps that wasn’tpossible before.” -Mark Zuckerberg

“The goal is to [let you] express who you are andbe able to discover new things with yourfriends.” -Mark Zuckerberg

Why is Facebook doing all this?

I. The Problemor, “Damn you, Mark Zuckerberg!”

I. The Problem

Source: Media bistro.com

Next year, projected to be one half of all AmericansSources: Media bistro.com, Pew Internet and American Life Project, Hubspot, Socialmediatoday.com #HCdmmi

Next year, projected to be one half of all AmericansIncluding 93% of all U.S. Internet usersSources: Media bistro.com, Pew Internet and American Life Project, Hubspot, Socialmediatoday.com #HCdmmi

Next year, projected to be one half of all AmericansIncluding 93% of all U.S. Internet users72% are age 25-54Sources: Media bistro.com, Pew Internet and American Life Project, Hubspot, Socialmediatoday.com #HCdmmi

Next year, projected to be one half of all AmericansIncluding 93% of all U.S. Internet users72% are age 25-54People age 55+ are the fastest growing groupSources: Media bistro.com, Pew Internet and American Life Project, Hubspot, Socialmediatoday.com #HCdmmi

Largest time sink on the InternetSources: Bureau of Labor Statistics, eMarketer.com #HCdmmi

Largest time sink on the InternetHalf of all Facebook users check it every daySources: Bureau of Labor Statistics, eMarketer.com #HCdmmi

Largest time sink on the InternetHalf of all Facebook users check it every dayAverage user spends 11 hours per month on the siteSources: Bureau of Labor Statistics, eMarketer.com #HCdmmi

Sources: Fortune Magazine #HCdmmi

He became America’ssecond-youngest billionaire(27)and created utter chaos inour lives as marketers.Source: Forbes

Billionaire Not a Billionaire

I. The ProblemHe turned us into zombies.

Over 80% of U.S.businesses createda Facebook page.

Over 80% of all U.S.businesses createda Facebook page.Marketing Directorsnow have “get10,000 fans” as ajob performanceindicator

Over 80% of all U.S.businesses createda Facebook page.Marketing Directorseverywhere have“get 10,000 fans” asa job performanceindicatorand no idea how todo it…or why.

All we know is we want fans.

Must! Have! Fans!Image source: Flickr.com Zombieland Group

The more importantFacebook becomes,the more desperatemarketers get.Image source: Flickr.com Zombieland Group

Even as they increase spending insocial media, 25% of marketersadmit it is “not integrated at all”with their overall strategy.Sources: Duke University CMO Survey 2011, Flickr.com Zombieland Group #HCdmmi

Like zombies, marketers inFacebook find they have very littleto offer that consumers want.Image source: Zombieland, Columbia Pictures #HCdmmi

“Customers are sharing experienceswidely online, giving them more controland influence over brands.”Image source: Flickr.com Zombieland Group #HCdmmi

“Customers are sharing experienceswidely online, giving them more controland influence over brands.”“This shift in the balance of powerrequires new approaches, tools andskills [marketers don’t feel they have]. - 2011 IBM Global Chief Marketing Officer StudyImage source: Flickr.com Zombieland Group #HCdmmi

Damn you, Mark Zuckerberg.Image source: Pdxpipeline.com, Portland Zombie Walk, 2008

II. The Opportunityor, winning by solving problems for people.

Don’t BE a zombie(at least not all the time).HELP a zombie!

•Marketers want FacebookfansImage source: Flickr.com Zombieland Group

•Marketers want Facebookfans•They need help attractingand keeping fansImage source: Flickr.com Zombieland Group

You, on the other hand,are a smart, savvydestination marketer.

You, on the other hand,are a smart, savvydestination marketer.You want leads.

You, on the other hand,are a smart, savvydestination marketer.You want leads.GOOD leads.

And you want ROI.

And you want ROI.Not just “feels like” ROI,

And you want ROI.Not just “feels like” ROI,but real, demonstrable ROI.

III. The Case Studyor, an emerging trend in co-op marketing.

III. The Case StudyCo-op Marketing ProgramWLTZ TV in Columbus, GAOrange Beach, ALImage source: Google Maps

The TV station had just2,710 fans, and a lowlevel of consumerengagement

Compass Media offeredWLTZ two Orange Beachvacation sweepstakespackagesand free use of aFacebook app to processsweepstakes entries.

This made the TVstation’s MarketingDirector very happy.Image source: Flickr.com Zombieland group

In exchange, WLTZ was asked to:

In exchange, WLTZ was asked to:• Promote the sweepstakes usingits unsold inventory

In exchange, WLTZ was asked to:• Promote the sweepstakes usingits unsold inventory• Allow us to collect name,address, & e-mail leads

ResultsThe TV stationexperienced:• 40% increase in fans• 325% increase inengagement• 50% increase in monthlyactive users #HCdmmi

ResultsThe destination received:• 506 TV spots valued at$17,950• 30 Live on-air mentionsvalued at $4,500• 25,000 Web impressionsvalued at $500• Over 800 targeted opt-inleads• Equates to 1,200% ROI #HCdmmi

IV. TakeawaysImage source: Freeimagefinder.com #HCdmmi

IV. Takeaways•Should you stop growing your own Facebook? No.Image source: Freeimagefinder.com #HCdmmi

IV. Takeaways•Should you stop growing your own Facebook? No.•Can you leverage others’ need for Facebook fansto your advantage? Yes.Image source: Freeimagefinder.com #HCdmmi

IV. Takeaways•Should you stop growing your own Facebook? No.•Can you leverage others’ need for Facebook fansto your advantage? Yes.•Think of co-op marketing opportunities in terms ofproblems you can help partners solve.Image source: Freeimagefinder.com #HCdmmi

IV. Takeaways•Should you stop growing your own Facebook? No.•Can you leverage others’ need for Facebook fansto your advantage? Yes.•Think of co-op marketing opportunities in terms ofproblems you can help partners solve.• Don’t be afraid to try new things. The mostvaluable things in marketing today are creativity,originality and the guts to experiment.Image source: Freeimagefinder.com #HCdmmi

Scott Crider, Compass MediaE-mail: scrider@compassmedia.comTwitter: @CScottCriderLinked In: www.LinkedIn.com/in/ScottCriderDownload this presentation: www.ScottCrider.com

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Dmmi presentation final

by Scott Crider on Nov 08, 2011

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Dmmi presentation final — Presentation Transcript