Ten Things Marketers Need to Know in '10


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AUDIENCE: Marketers

EVENT: 2010 Consumer Electronics Show

SYNOPSIS: The Social Media Hype Bubble is OVER. Consumers are getting burnt out on the hype around the media. So should marketers get out of social marketing? HELL NO. This presentation provides ten suggestions that leverage current trends in social media adoption by both consumers and business. Eric will post an audio track for this presentation later this week.

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  • HELLO, thank you all for attending and thank you to Jeff Pulver and Dave Taylor for having me back again here at the Social Media Jungle at CES. My name is Eric Weaver and I am an account director and brand strategist with Tribal DDB. I’ve been a marketer for 18 years and help large corporations like UPS, Starbucks, Perry Ellis and Microsoft understand consumer trends and figure out how to leverage digital technologies. I’ve got ten minutes to speak to you today, not a lot, and as I thought about that, I wanted to share ten things with you that I think you really need to know about the best ways to market in 2010.How many of you are marketers? How many of you are at the beginning of your social media for business experience? How many are experimenting? How many are frequent social media users for your company?
  • #1, and I’m going out on a limb here: The Social Media Hype Bubble has burst. The hype is over. Even though business has been a bit slow to adopt, We’re seeing a falloff of general consumer interest around social media as novelty.
  • It started perhaps a year ago. People started to disconnect and unfriend. Burger King asked you to unfriend ten people on Facebook in exchange for a free whopper. They pulled the plug after 225,000 people were unfriended, primarily because of Facebook’s concerns about privacy expectations.The Aughts were about experimenting and adding. The Teens will be about filtering.
  • We’re also now seeing ways to bail en-masse, for example, the Suicide Machine, in which the app will uninstall you from several social networks. The Suicide Machine made the news the other day when Facebook decided to stop it from disconnecting users as well.
  • Part of the reason for the backlash is that noise about social media as a medium is off the charts and that noise is boring consumers. Example: We all remember when Oprah joined Twitter, the Ashton Kutcher vs. Larry King follower battle, etc. At this time we started seeing Follow CNNBRK for news on CNN. It was at that moment that Twitter began to get noticed by the masses. *CLICK* In May of this year, around 4400 people called themselves things like SocMed guru, ninja, jedi, expert, superstar, even superhero. *CLICK*Amazingly just a few days ago, consultant BL Ochman found that there was an increase of over 11,000 “ninjas” post-Oprah. The noise and hype will push people’s interest away from the media.
  • And perhaps the most telling data point: there are two great mechanisms that hook up traditional media reporters with subject matter experts: ProfNet, and Help a Reporter Out. Over the past two years, requests for social media quotes and content were increasing in number, until it hit a peak in the spring of 2009 when there would be 10-15 requests daily. But then, consumers, and the media, began losing their fascination. When you see requests about parasitic twins and retired racing dogs, you know the press has MOVED ON.
  • Now, even though the hype is dying, the need for your brand to have social content is even MORE important. Why? Consumers spend a tremendous amount of time connecting socially. Social content means conversation and Google loves conversation.
  • And most importantly, given the fact that peer recommendation is the most trusted source of company info, and marketers are the least, right now customers are better sales people than we are!
  • Another reason to be more social: because social media is quick, easily digestible, and is tied into trust networks that have already been built between consumers. So if they engage with you on social sites, they’re more likely to provide feedback and spread their trust in your offering amongst their friends. You’re leveraging existing trust rather than trying to buy it.
  • Plus, your competitors will be there. And remember, for those of you who haven’t yet started, you can’t have a conversation about your brand if you don’t already have an entry point.
  • Another reason your marketing efforts need to be even more social is because consumers really want to co-create with you. They want to do this because it gives them what they want, the technologies now LET them co-create, and because brand enthusiasts enjoy gathering with like-minded people around products that they support or have affinity with.
  • For example, this is a website called LookBook. On it, thousands of Millennials are creating their own photos spreads using various fashion brands. In this case, a young would-be model from Iowa has put together an ensemble that includes a shirt from the Penguin Brand, which is owned by my Perry Ellis client. Perry Ellis marketing had no idea that this was even out there, that their brand was being marketed by 19-year-olds who loved the product.
  • Which is why you need to find your voice, and why this is the year to do it. A lot of companies have been punching bags prior to their entrée into social media. Dell, Starbucks and Comcast are all examples of companies who took it on the chin until they jumped into the fray.
  • SoIn October, a blogger wrote a poignant and outraged post about the TSA taking away her baby at an airport security checkpoint. In her post she claimed the baby was taken alone into another room, she screamed, cried, passed out, and no one would do anything. Your first thought might be, maybe this is a citizen journalist, holding The Man accountable.
  • What she was probably stunned to learn that the TSA has its own blog. It also has timecoded camera footage of the incident from 9 different angles. After they called her out on her post, and provided this proof, she had no real response that made any sense to me, nor to several of her readers. In this situation, who would you trust? The dreaded TSA or the blogger? In this case, the often beaten up TSA found its voice, and responded.
  • So find your voice. Take back your share of the conversation this year, and engage in the social space. We’re past experimentation now. I love this quote. To put out fires, you need social content. Dedicate the spend to creating it!
  • Recession leads to pressure. Pressure leads to fear. Fear leads to risk aversion. And risk aversion completely takes the wind out of our ability to connect with our customers, because safe marketing efforts are focused more on internal approval than customer connection. This is the year to move past risk. I’ve been on the client side and I know what those pressures are like. For example, I know that some of the most dreaded words from management are:
  • Are you asking for a budget increase? It’s been a rough decade for marketers. We keep having our budgets cut and cut time and again. And when we suggest new programs like social marketing, there’s tremendous concern about risk at all levels of the organization, but especially in marketing.
  • 54% of companies in a recent survey indicated they are monitoring the social space. That means another 46% don’t even do that. My counsel to them and to you: get Legal involved this year and push them to help you set up the rules of engagement. Decide how you’re going to interact and create the guardrails to let you to fearlessly interact with customers.
  • For many of you this will seem like stating the obvious, but based on clients I’ve spoken to, it will continue to be an issue with marketers in 2010. That’s because our performance as marketers is often based on how well we craft a brand. And marketers are craftsmen and women by nature. So the last thing you want to do is turn over your creation …to someone else. Because If we are measured on craftsmanship of a brand, yet we have to let go, then we need to find a way to be measured by our management that doesn’t involve “final” brand states as much as it does a continuous brand efficacy. How effectively are we communicating and COACHING the values of our offering? Statements are controlled, but dialogues are steered.
  • Which means, despite the consumers being able (and encouraged) to take control of our brands, we need a strong DNA now more than ever.
  • A recent McKinsey study shows that 66% of all touchpoints are now consumer generated. Which really means that YOUR brand is now OUR BRAND. And if that brand is to continue to carry the DNA of its unique value proposition, its competitive differentiation and its benefits, those aspects must be encoded in the brand to weather any social media winds that might buffet it. Sort of like the Burj Dubai or Sears Tower. They’re built to flex. Your brand needs to flex but keep its core value.
  • We’ve asked for attention, we’ve asked for your time. John Scherer pleading “try my product.” Market research companies just wanting a couple of minutes of your precious time. But what’s the first thing you think about when people come to your front door asking for time, attention or money?
  • 2009 was a tough year for all of us. In the States, we saw consumer trust in business fall off a cliff. And it’s not just business. People distrust other pillars of society. My tiny and sweet Okinawan hairdresser mother says things to me like, “well, those doctors, what do they know?” Hopefully more than a hairdresser, Mom! This is a classic example of destroyed trust, even in bedrock foundational things like doctors, cops, etc.
  • Most marketing approaches were formed during a time when consumers had time and attention and trust to give. In each category there were perhaps 4-5 leaders: Tide and Cheer, Winston and Marlboro. Maxwell House and Folgers. But look what started happening. Product choice went off the charts. Now we’re in an era where we can have a mocha frappacino half-caff soy latte no foam, no whip, no sleeve. *CLICK* As the recession has dragged on, marketers have been increasingly asking—and in some cases demanding—your time and your attention. I HATE those annoying rollover fullpage ads at the top of MSNBC. I HATE video preroll ads. The likelyhood of those asks for attention actually being fulfilled becomes lower as choice and noise skyrocket. We can’t give people back time or attention, we can’t decrease product choice or noise. Bu we can build TRUST.
  • Number nine. This is the year to demonstrate your intent. Your moral fiber. Your interests as a firm. Your vision. Your realities.
  • Youknow what? Consumers WANT to trust you. They ARE interested in your intentions. In 2009, 93% of consumers globally said they’d trust a company more if they only offered more transparent and honest business practices. Social channels provide the perfect venue for producing transparency. 91% said they’d trust a company more if they communicated honestly and frequently. Which media is perfect for that? Use social tools to demonstrate YOUR INTENT.My recommendation: don’t spend money on asking for time and attention. Spend money on trust builders. Trust drives transactions.
  • And finally, don’t just demonstrate your company intentions. Demonstrate your willingness to give back to a greater good.
  • Consumers are starting to demand this. We saw it in the previous chart. 83% of consumers are willing to spend differently if it gives back.
  • And 80% feel you need to dedicate FUNDS to social causes. In the past, corporate social responsibility was often window dressing. But now it’s becoming a primary requirement for consumer trust.
  • Which leaves me with my final thought: this is the year to transform your marketing from 1950s approaches to what your markets want now. WE are the biggest forces holding ourselves back from this change, and 2010 is the year and the decade when many companies will move forward. I hope yours will too. Get good counsel, have good data at your fingertips, and be a fearless champion within your company. In many ways, this is the most exciting time in the history of marketing. Consumers are feeling empowered. Marketers can too.
  • Ten Things Marketers Need to Know in '10

    1. 1. Ten thingsmarketers need to know in ‘10<br />ERIC WEAVER<br />2010 International Consumer Electronics Show<br />Las Vegas<br />
    2. 2. SLIDES: slideshare.net/weaveCHATTER: twitter.com/weave<br />
    3. 3. 3<br />1. The social media hype bubble has burst.<br />
    4. 4. 4<br />
    5. 5. 5<br />
    6. 6. 6<br />April 2009: Oprah joins Twitter, Ashton & Larry duke it out<br />May 2009: 4,487 self-proclaimed social media gurus, ninjas, jedi on Twitter<br />By Dec 2009: Nearly 11,000 more “gurus” joined Twitter, post-Oprah<br />BL OCHMAN, 12/29/09<br />
    7. 7. Help a Reporter Out, 1/5/10<br />7<br />
    8. 8. 8<br />2. Despite this, your marketing must become even more social. Srsly.<br />
    9. 9. 51% of consumers trust peers for company & product info; 13% trust marketers.<br />2009 EDELMAN TRUST BAROMETER<br />
    11. 11. Another reason: competitors.86% said they intend a spending bump in social programs in ‘10.<br />DATA FROM DEI WORLDWIDE/OTX “IMPACT OF SOCIAL MEDIA ON PURCH BEHAVIOR”<br />
    12. 12. 12<br />3. Consumers want to co-create your offering with you.<br />
    13. 13. And you may not even know it.<br />13<br />
    14. 14. 14<br />4. 2010 is the year to find your voice.<br />
    15. 15. 15<br />
    16. 16. 16<br />
    17. 17. “The only way to put out social media fire is with social media water.”- Ramon DeLeon, Domino’s Pizza<br />
    18. 18. 18<br />5. 2010 is the year to take risks.<br />
    19. 19. “Are you asking for a budget increase?”<br />
    20. 20. 54% of companies surveyed have implemented social monitoring.Yet many only listen.<br />E-CONSULTANCY, SOCIAL MEDIA AND PR REPORT, NOVEMBER 2009<br />
    21. 21. 21<br />6. Fear also creates control issues. But control is gone.<br />
    22. 22. 22<br />7. You need a strong brand now more than ever.<br />
    23. 23. 66% of all brand touchpoints are now consumer-generated.<br />MCKINSEY QUARTERLY, JULY 2009<br />23<br />
    24. 24. 24<br />8. You don’t need your prospects’ time. You need their trust.<br />
    25. 25. 25<br />2009 EDELMAN TRUST BAROMETER<br />
    26. 26. There’s only really one lever to pull.<br />26<br />Source: Agent Wildfire<br />
    27. 27. 27<br />9. 2010 is the year to demonstrate intent.<br />
    28. 28. Demonstrate intent.<br />28<br />2009 EDELMAN TRUST BAROMETER<br />
    29. 29. 29<br />10. 2010 is the year to demonstrate your societal intentions.<br />
    30. 30. 83% of consumers are willing to change their consumption habits to make the world a better place.<br />2008 EDELMAN GOOD PURPOSE STUDY<br />
    31. 31. Globally, 80% of consumers feel that during a recession, it is still important for brands and companies to set aside money for social purpose<br />2008 EDELMAN GOOD PURPOSE STUDY<br />
    32. 32. 32<br />Of all the tools at our disposal, social tools provide the greatest ability to connect, engage, build trust and demonstrate intent.<br />
    33. 33. DANKE.AND QUESTIONS.<br />me:twitter.com/weave <br />company:tribalddb.ca<br />slides:slideshare.net/weave<br />
    34. 34. About Tribal DDB<br />Tribal DDB Worldwide is a global interactive marketing agency that consistently ranks as one of the Top 10 agencies as measured by revenue, media and creativity. Headquartered in New York, Tribal DDB Worldwide has 54 full services offices spanning 36 countries throughout the Americas, Europe and Asia Pacific. We are the first digital agency to ever win Global Agency Network of the Year from Advertising Age. Our worldwide staff of over 1,200 provides clients the scale and breadth of services to build strong digital businesses in all major markets around the world. <br />In short, we are kickin’.<br />34<br />
    35. 35. Part of a worldwide network of tribes<br />53 full-service offices<br />25 countries<br />1,500 people<br />
    36. 36. Expertise<br />Services<br />Digital brand strategy<br />Customer experience design<br />Usability<br />Interactive advertising<br />Media planning & buying<br />Engagement & social marketing strategies<br />Social network/community design<br />Community cultivation (via @RadarDDB)<br />Search engine marketing<br />Engagement analytics<br />Platforms<br />Web<br />Mobile/iPhone<br />Interactive interfaces<br />Kiosks<br />GPS<br />
    37. 37. Our North American clients<br />