Be Seen, Be Found, Be Engaging (Calgary Edition)

BE SEEN, BE FOUND, BE ENGAGING:How socialized content and conversation can help you be heard when it matters most ERIC WEAVER VP Digital Strategy • Ant’s Eye View #MRUshift • Calgary • 23 Jun 2011

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RIOTER? OR DEFENDER? !"#$%"!%&(">?1+46:(83JA6,.(+16(80@@68J,4(E*0?0.(/105(E60E@6(+?(?*6(130?( +,:(E0.J,4(?*65(?0(.083+@(8*+,,6@.F(D>?(?*616H.(+(:+,461F(I01(6G+5E@6(?*3.( 4>=F(#.(*6(+(130?61(01(+(:6/6,:61O(",6(E61.0,(.+3:(?*6=(.+B(*35(?+-6(?*6( .J8-(+B+=(/105(+(130?61(+,:(B+.(.816+53,4(+?(?*65(?0(7+8-(0QF(R,0?*61( E61.0,(.+3:(?*6=(.+B(*35(40(:0B,(?*6(.?166?(+,:(.5+.*(5016(B3,:0B.F(( ( <0(B*38*(3.(*6O(C0(B6(-,0BO(S3@@(*6(76(23@3P6:(164+1:@6..O(T%<F(

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SO WHY ARE WE HERE TODAY?We need to build awareness.We need to convert the curious.We need to increase revenue.

BUT WE’RE FACING MANY HURDLESNo one has the time.Everyone is distracted.Trust is harder to come by.Expectations can often be ridiculous.One blogger can outshout our entirebudget.

“MAYBE SOCIAL MEDIA WILLBE THE MAGIC BULLET.”FAN PAGE… ! (TWITTER FEED… !YOUTUBE CHANNEL… !…NOW WHAT? (#crickets)

“AM I DOING THIS RIGHT?”“CAN WE GET MORE FANS?”“MORE DIALOGUE?”“HOW DO I GET MORE ATTENTION?!?”

LET’S TAKE A FRESH LOOK ATTHE PRACTICE OF MARKETING& PUBLIC COMMUNICATION

MODERNMARKETINGWAS BORN INTHE MID 20THCENTURY

THE “OUTBOUND VOICE” 150 YEARS OF INERTIA $1,000,000,000,000 MACHINE EVERY NICHE HAS EVOLVED INTO AN INDUSTRY TELL YOUR STORY - EXPLAIN AND COMMUNICATE YOUR VALUE TO YOUR MARKET HAS IT WORKED?

MCDONALD’S:I’M ________ ______

MAXWELL HOUSE COFFEE:GOOD TO THE ________ ________

MONOLITHIC MESSAGESWORKED WHEN WE HAD:•! Limited product choice•! Limited media channels•! Longer brand interactions !"#$%"!%&(S*6,(#(B+.(+(-3:9(B6(*+:(?*166()!(8*+,,6@.(Y(Z( ,6B.E+E61F(M0(B679(,0(C!&9(,0(8+7@69(,0(65+3@F(#,(?*+?( 6,2310,56,?9(71+,:(3,?61+8J0,.(80>@:(76(5>8*(@0,461(+,:(•! Higher barriers to entry 16?6,J0,(*34*61F()*616(B616([(71+,:.(0/(834+166.(Y(5+=76(]( 71+,:.(0/(80Q66F()*616(B616(,0(80Q66(.*0E.(W(^>.?(:3,61.(Y( 16.?+>1+,?.F(R,:(46_,4(+(,6B(E10:>8?(?0(5+1-6?(B+.(?0>4*;(

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WHY TRADITIONAL APPROACHES ARE FALTERING !"#$%"!%&(R.(B6(8+,(.66( *6169(J569(+6,J0,(Y(?1>.?( *+26(+@@(:10EE6:L( H BLIS O PU TY T BILI ER A SUM CON LB*3@6(E10:>8?(8*0386(+,:(56:3+(8@>61(*+26(.-=108-6?6:F( <35>@?+,60>.@=9(?*6(80,.>561(,0B(*+.(?*6(+73@3?=(?0( E>7@3.*(?0>8*E03,?.(0,(0>1(76*+@/(W(01(+4+3,.?(>.F( "&#K#MRV(!%&<#"M(RK%M)(S#VCI#&%(

CORPORATE REPUTATION IMPACTORS US 2006( US 2010( Quality products & services! 53%! Transparent & honest practices! 83%! ! ! Attentive to customer needs! 47%! Company I can trust! 83%! ! !Strong ﬁnancial performance! 42%! High-quality products/services! 79%! ! ! Fair pricing! 38%! Communicates frequently! 75%! ! ! A well-known brand! 37%! Treats employees well! 72%! ! ! Good employee relations! 35%! Good corporate citizen! 64%! ! ! Socially responsible! 33%! Prices fairly! 58%! ! ! Visible CEO! 23%! Innovator! 48%! ! ! Dialogue with stakeholders! 23%! Top leadership! 47%! ! ! Employee/CEO blogs! 12%! Financial returns! 45%! !"#$%"!%&(a0B(80,.>561.(236B(014+,3A+J0,.(*+.(8*+,46:F(D68+>.6(0/(:68@3,3,4( ?1>.?9(B6(,0B(E@+86(?1+,.E+16,8=9(*0,6.?=9(/16X>6,?(8055>,38+J0,(+?(?*6(?0E(0/( ?*6(@3.?(0/(?*3,4.(?*+?(5+-6(>.(?1>.?F(<083+@(3.(+(E61/68?(B+=(?0(+::16..(?*6.6F(EDELMAN TRUST BAROMETER, 2010

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SOCIAL CHANNELS ENABLE US TO ENGAGE IN WAYSTHAT BUILD TRUST — AND TO BE AT THE END OF ASEARCH, RATHER THAN AN INTRUSION ON THE WAY TO ADESTINATION. IV#$e&F$"fgha")"<gh"S%&D""e)&RM$%(

WHEN WE HAVECHOICE, INTRUSIONSOR FORCED LACK OFCHOICES CREATESANNOYANCE, EVENANGER

WHEN WE’REANNOYED, WE SENSECORPORATE SELF-INTEREST AND STARTDISTRUSTINGMARKETING EFFORTS

AND WHEN WEDISTRUST, WE DON’TBUY.(HINT:DECREASED REVENUE)

55NUMBER OFMINUTES THEAVERAGE USERSPENDS EACHDAY ONFACEBOOKSOURCE: FACEBOOK!"#$%"!%&(f016(0/(0>1(J56(+,:(+6,J0,(+16(6,:3,4(>E(3,(.083+@(8*+,,6@.F(S*=O(

50% PEOPLE WHO ARE MORE LIKELY TO BUY IF ENGAGED VIA SOCIAL SITES CHADWICK MARTIN BAILEY, FEB 2010 !"#$%"!%&(S6H16(5016(@3-6@=(?0(E>18*+.6(+,:(1680556,:(B*6,(6,4+46:(23+(.083+@LF+4+3,9(B*=O(

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CLICKTHROUGH RATE FOR AVERAGE BANNER AD0.19% FORRESTER, 2008 AFFINITY OUTPERFORMS INTRUSION BY 38XCLICKTHROUGH FOR AVG FACEBOOK WALL POST6.49% VITRUE, AUGUST 2009

1 in 2 leads to B2Bwebsites are comingfrom…Leads from LinkedIn Groups most likely toconvert.Visitors from LinkedIn Groups most likely toattend webinars. V%RCI"&f#i(<)NCT("I(jkl(DjD($"fhRM#%<(m(I%D(jnZZ(

DESPITE FIVE YEARS OF PROMISE, MANY ARE STILL SKEPTICAL ABOUT SOCIAL BUSINESSha")"(IV#$e&F$"fgha")"<gTNK%M&"( ]j(

THE DISCONNECT FOR BOOMERSBe proper. Formal looks better. Never block any opportunity.Oversharing is “weak” & “prideful.” Guarded is safe. Your suit &tie means you are successful and trustworthy.THE REALITY FOR MILLENNIALSGrew up with Google, so sharing means being found. Formalities .are boring. Would rather do business with the likeminded. A suit& tie means you are out of touch or untrustworthy.2010-11WHEN MILLENIALS WILL SURPASS BOOMERS IN THE WORKFORCEha")"(IV#$e&F$"fgha")"<geR)#MRVTMM(

SO HOW CAN I REACH MORE PEOPLE?!"#$%"!%&(f+,=(700561U+46(5+1-6?61.(-66E(+.-3,49(o*0B(8+,(#(16+8*(5016( E60E@6Op()*3,-3,4(3,(?615.(0/(6=67+@@.(+,:(16+8*F(M")(B*+?(.083+@(3.(+70>?F((

BOOMERS’ PERSPECTIVE: “BE SEEN, BE HEARD”MILLENNIALS’ PERSPECTIVE: “BE SEEN, BE FOUND”

1. CREATE CONTENT THAT IS FOUND AND BUILDS TRUSTProof points External voices, expert interviews (video, text)Testimonials Yelp reviews, visitor rankings, featured quotesInside looks Webcams, factory tours, blog postsEmployee perspectives Employee video vignettes, personal biographiesMgmt relations pieces CEO podcast, product mgr blog, day-in-the-life

2. MAKE THAT CONTENT EASY TO FIND Tag it to Transcribe not annoy rich media Leverage Enable & existing encourage communities conversation

3. MAKE THAT CONTENT EASILY SHARED•! Enable sharing technologies like AddThis, Facebook Connect, Google Connect •! Users are 4x more likely to join a community if done through Facebook Connect•! Encourage sharing via “human engineering”

4. ENABLE ENGAGEMENT Invest in Enable moderation & comments coaching Engage Make fanning, fearlessly, with faving, liking guardrails very easy

GOOGLE <3s ENGAGEMENT !"#$%"!%&(",6(?*3,4(5+,=(5+1-6?61.(/0146?(3.(?*+?(K004@6(@026.(6,4+4656,?F(K004@6(+..>56.(?*+?(3/(E60E@6(+16(?+@-3,4(+70>?(+(E+1J8>@+1(E3686(0/(80,?6,?9(?*+?( 0?*61.(B3@@(B+,?(?0(P,:(3?(?009(+,:(1+,-.(3?(*34*61F(V6?H.(@00-(+?(+,(6G+5E@6F(

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SHORT-FORM CONTENT SHARING (NOT JUST BROADCASTING) ON TWITTERDECIDE ON LONG-FORM CONTENT (INTELLECTUAL CAPITAL =THE BEST “SEARCH FODDER”) VIACONTENT BLOGS COMMUNITY BUILDING,FORMS ENGAGEMENT AND INFLUENCE (NOT “LIKES”) VIA FACEBOOK!"#$%"!%&(T0>(:0,H?(*+26(?0(76(6261=B*616(+,:(:0(6261=?*3,4(3,(.083+@F(h38-(=0>1( 7+@6.F(#.(=0>1(80,?6,?(?=E38+@@=(.*01?U/015O()B361F(V0,4U/015O(!3:60(01(+(7@04F( R@@(+70>?(8055>,3?=(+,:(@0=+@?=O(I+86700-F(

PODCASTS THROUGH BLOGTALKRADIO.COM WHITE PAPERS AND THOUGHTUSE LEADERSHIP ON SCRIBD, KNOL.GOOGLE.COM, ANDSEARCH- SLIDESHARE.NETFRIENDLY CREATE VIDEO SLIDESHOWSVENUES TO ON ANIMOTO.COMBE FOUND ANSWER IMPORTANT BUSINESS QUESTIONS ON LINKEDIN Q&A!"#$%"!%&()*616(+16(5+,=(/166(?00@.(?*+?(+@@0B(=0>(?0(7>3@:(?1>.?(>.3,4(.083+@F()*6=(^>.?(?+-6(+(73?(0/(816+J23?=F(N.6(?*65(?0(7>3@:(E100/(E03,?.(+70>?(=0>9(=0>1( ?*3,-3,4(+,:(=0>1(6,?61E13.6F(

BLOGTALKRADIO Build trust and show your stuff with a phone-in podcast. Use the player to embed the show into your website or blog.

GOOGLE KNOLGoogle’s Knol is a repository for knowledge.What golden truths and painful learningshave you acquired in your career? Build trustand have your knowledge be found.

Scribd is a social community around whitepapers and documents. Share long-form thinking there.SCRIBD

The #1 search location forpresentations. Combine an SLIDESHAREaudio track to create a greatcase for your business.

ANIMOTOTake still imagery and add a music track on Animoto,and voila, you get a video that 8 years ago would havecost you $80,000. Someone once compared Animoto toa box in which you put in chrome & glass, shake, andout comes a Ferrari. Include graphic slides that havetext, or edit a voiceover into your music track, and thesite will create a downloadable HD video.

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NOW LET’S GO BEYOND BEINGFOUND – TO BEING ENGAGING

THINK BEYOND PUBLISHING Marketers often stop at the Publishing step, and frequently leave out Study and even Listen. How much more could we accomplish if aimed beyond?! STUDY LISTEN PUBLISH ENGAGE INFLUENCE ACTIVATE STEP 1:! STEP 2:! STEP 3:! STEP 4: We don"t STEP 5: Even STEP 6: Our Study the Listen for NOW you can just want eyeballs better if we can ultimate goal competition, what your publish the and reach. Content inspire faving, is activation: the tools & market wants right content, should be sharing, liking, advocacy, the trends.! to hear. ! cost- engaging, fanning, loyalty, effectively.! interactive.! forwarding.! preference.! Activation is a greater CREATIVE CHALLENGE It’s also a greater REVENUE OPPORTUNITY$0,86E?(7=(CCDH.(&07(M6B6@@(`v@@6B6,b(

Engagement

Problem: how to get moreCANADIAN Americans to consider a Canadian vacation during aTOURISM: recession?GETTING How to amplify authenticAMERICANS TO Canadian travel experiences?ENGAGE How to make that content engaging?

CHOICE IMPACTED BY ENGAGEMENT

$15K ON DIRECT MAIL= 200 NEW CUSTOMERS$7,500 ON OUTDOOR= 300 NEW CUSTOMERS$0 ON TWITTER= 1800 NEW CUSTOMERSBUSINESS GROWTH:$4MM -> $50MM IN 3 YRS 57

Influence

FIFTH HIGHEST SALES DAY EVER FOR VIRGIN AMERICA THROUGH “PROMOTED TWEETS” [l(

INFLUENCE•! In 2009, changes in Canadian border policies regarding Mexican visitors created a stir amongst Mexican bloggers, and generated negative online mentions and sentiment toward Canada.•! The Radar DDB Team showed up at Vancouver airport to provide Mexican visitors with a very enthusiastic and warm Canadian welcome.•! The entire stunt was shot and uploaded to YouTube, where it created a positive effect on related conversation.

Activation

TO ACHIEVE ACTIVATION, NO MATTER WHAT THE MEDIA,!THERE HAS TO BEA IDEA THATMOVES YOU.

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WHERE WILL YOU FIND MORE EMOTION? 4=#>?.(@#/#AB&/(C.&(*B=A,(D(-/(BE(*-F(GHII(j[9nnn9nnn( !"#$%"!%&(B*=(:0(?*6.6(5+^01(:0?U805.(46?(.0(5>8*(@6..(?1+r8(?*+,(?*631( 71+,:(/+,(E+46.O(S*616(B0>@:(T"N(E16/61(?0(6,4+46(0,(+(.3@6,?9(@0,6@=(:0?U 805(.3?6(W(01(B*3@6(B3?*(=0>1(/136,:.(+,:(/+53@=O((jn9nnn9nnn( 012)34+50( +7+2K+7<2(( J71K+7*(I6L( J71K+7*(GOHPHHH( M#""#B=(?=#>?./6( ?=#>?./6(Z[9nnn9nnn( !29(:2;8( !29(:2;8( IN(M#""#B=(?=#>?./( GG(M#""#B=(?=#>?./(Zn9nnn9nnn( [9nnn9nnn( n( 012)34+506+7*( !2+83775(!29(:;( +7+2+7<26+7*( !2+83775(!29(:;(

DDB Canada was hired by Knorr, a packaged food offering,to promote a new low-sodium product called Sidekicks. The challenge: how to move consumers to choose a rational- beneﬁt product – when it"s a side dish?!CREATE AN IDEATO EMOTIONALLYMOVE PEOPLE …OVER RICE?

ENTERSALTY: ACREATIVEHOOK WITHSTRONGEMOTIONAL& SOCIALAPPEAL

DDB STARTED THE CONVERSATION WITH TRADITIONAL BROADCAST

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FIRST THIRTY DAYS: 6000 FACEBOOK FANS 375,000 VIDEO IMPRESSIONS INSO DID IT FIRST 30 DAYS; TOTAL MEDIA COST: $0WORK? 20,000 SALTY & PEP SHAKERS SOLD OUT IN FIRST 25 DAYSDDB’S HIGHEST WEBSITE TRAFFIC EVERRESULTS UNIT SALES ROSE BY 24% OVERFOR KNORR PREVIOUS YEAR SIDEKICKS SURPASSED UNCLE BEN’S AS #1 BRAND IN THE CATEGORY

WHAT RESULTS WOULD KNORRHAVE SEEN IF THEY’D ONLYPLANNED SOME SOCIAL MEDIATACTICS?OR JUST A COMMERCIAL?

AND WHAT IFTHERE WAS NOEMOTIONALHOOK?

YOU DON’T NEED A SOCIALMEDIA STRATEGY.YOU NEEDAN ENGAGEMENT STRATEGY.AN INFLUENCE STRATEGY.OR AN ACTIVATION STRATEGY.WHATEVER THE MEDIA.

AN EMOTIONALLY APPEALING IDEA +A MEDIA-AGNOSTIC APPROACH =ENGAGEMENT, INFLUENCE ANDACTIVATION ACROSS ALL MEDIA

A FEW FINAL THOUGHTS•! Don’t try to do everything — do a few things, very well, based on an engagement strategy.•! Quality of content and conversation will drive quantity of fans. Focus on quality. It’s not a damned basketball game – that’s “reach” thinking.•! Boomers (often management) need to understand that affinity and authenticity have surpassed propriety. And that’s not necessarily a bad thing.•! Do not be the interruption on the way to many customer’s destinations. Be the destination, for those who value your offering.

THANK YOU,MOUNT ROYAL!ERIC WEAVERTwitter: @weaveAnt’s Eye View creates engagement,influence and activation strategiesfor some of the largest companies inNorth America. Read more abouthow we do it at antseyeview.com.

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Be Seen, Be Found, Be Engaging (Calgary Edition)

by Eric Weaver on Jun 29, 2011

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Be Seen, Be Found, Be Engaging (Calgary Edition) — Presentation Transcript