Brand Authenticity: Gravity Summit Keynote

Honestly, Social Media Has Evolved and Marketers Need to be Savvy about Brand Authenticity February 25, 2009 David Reis, President and CEO Over 85 million conversations conducted on behalf of our clients, including:

Formation of WOMMA (Word of Mouth Marketing Association)
Started in 2004
100 members in first 6 months
Conferences standing room only,
no advertising, just word of mouth
It all began in a room just like like this . . .
Development of the Ethics Code for WOMMA 2005
Co-Chaired WOMMA Ethics Council
Avoid being spam
Commended by FTC
Word of Mouth Marketing (now called Social Media Marketing) $50 million industry in 2003 expected to grow to $1.3 billion in 2009, $3.7 billion by 2011
Ethics Code has remained unchanged until today
Current ethics are not stringent enough - Hold to an even higher standard.
FTC attempting to revise standards to include social media in “Guides Concerning the Use of Endorsements and Testimonials in Advertising” which WOMMA is reviewing and participating in the drafting process of as we speak
2004

Consumer protection and respect are paramount
The Honesty ROI
Honesty of Relationship: Say who you're speaking for
Honesty of Opinion: Say what you believe
Honesty of Identity: Never obscure your identity
Respect the rules of the venue
Manage relationships with minors responsibly
Promote honest downstream communications
Protect privacy and permission
The WOMMA Code of Ethics: a Baseline

Real World Authenticity “ Real people talking to real people” “ When you engage the consumer and show them that you have done something that’s unedited, you humanize the brand and that’s invaluable.” Tyler Williamson Sr. Brand Manger, Kraft Foods

Crafting a compelling story you can talk about honestly

The skinny on how Social Media Marketing helped launch Kraft Food’s new 1/3 Less Fat Philadelphia Cream Cheese The Story . . . “ Adam and Tyler’s Big Idea ”

Adam and Tyler’s Big Idea : Social Media Tells the Story . . . Social Media Engagement Platforms

“ Adam and Tyler’s Big Idea”: An Honest Conversation Social Media Engagement Platforms Social Media Activation Tactics

Social Media Triggers Offline Media Coverage (PR!)

Adam & Tyler 4-Week Campaign Results Results
Sales of Philly 1/3 Less Fat exceeds most optimistic projections in 2008
535,088 direct online conversations via chat rooms, instant messenger apps and message board forums
50,000 + Blog views
8,000+ views of the viral video on YouTube
Over 1,000 ‘friends’ added on social networks
56% expressed intent to visit the website
National Press Coverage
90% felt Adam and Tyler should get a promotion
Website traffic increased almost 400% over previous year in typically slowest period Q1
Extended 1 week program to over a month
Adam and Tyler both got promoted
Everything we said was true
Creamcheese.com

What Kraft Learned - Lessons For All of Us
Be authentic. Tell the truth.
Accept some risk ; you will not be able to control everything.
Conversations are happening whether you are there or not. If you’re not talking about your product online, others are, and they’re controlling the conversation.
Be where people are getting their information, don’t expect them to come to you
Don’t assume people will come. They probably won’t. Don’t build a Web Shrine
Social Media is not free
People want to feel like they’re being heard. This is not a one-way conversation. When you open the dialogue, commit to keep it going (respond to emails, comments, friend requests, etc.)
Ground support is critical – reach out with real people engaging in real conversations, and stay in the mix.
Commit more of your budget to outreach than development.
Make sure you have a strong social media partner , not just someone who says that they can (or even an agency that never did this before, but all of a sudden, does). Don’t be afraid to ask for real examples and case studies.

Some New Tools
Twitter for sharing weekly specials, coupon links, products launches, responding to recalls etc
Micro Blogging
Short form gaming
Contextual Search
User Generated Content – allowing consumers to rate and review products/services (home delivery), forums, recipe sharing etc

Be Strategic: Know your Customer Source: Forrester Research Where are they online? Source: DEIworldwide.com (OTX Research) Where are they going for information leading to a product purchase? Social Media Analyzer Technographic Profile

Don’t Forget!
It’s not about technology, it’s about authenticity
It’s about the story
It’s about real people talking to real people
Making the right choices.

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Brand Authenticity: Gravity Summit Keynote

by Gravity Summit on Feb 27, 2009

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Brand Authenticity: Gravity Summit Keynote — Presentation Transcript