People are the Media (DDB Edmonton Edition)
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People are the Media (DDB Edmonton Edition)

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EDMONTON, AB, CANADA - April 28, 2010 - This is a revised edition of the keynote I gave at the Microsoft Social Media 201 Conference, with updates for DDB Edmonton clients. ...

EDMONTON, AB, CANADA - April 28, 2010 - This is a revised edition of the keynote I gave at the Microsoft Social Media 201 Conference, with updates for DDB Edmonton clients.

AUDIENCE: Marketers, advertisers, brand managers

OPPORTUNITY: To rethink traditional approaches to marketing to leverage both traditional AND social means, to create engagement, influence and activation, rather than mere "awareness" or conversation.

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  • Hello, everyone. My name is Eric Weaver and I am a digital strategist and account director for Tribal DDB Canada. We are the digital marketing division of DDB. I’m here to talk to you today about how PEOPLE have become the media, and how you can better present and extend your value using engagement, influence and activation.I'd like to thank my DDB Edmonton colleagues for having me, and to thank YOU for taking the time out from your busy days to attend this presentation.
  • They’re asking us questions like, am I doing this right? Should I expect more? Will this live up to its promise?Welcome to the club. We’re all riding this bus that’s rocketing toward some unknown destination. Because no one has seen anything like this in the history of marketing.
  • The social web is part of a much broader cultural shift, a profound one, that is absolutely transforming our society.I’m fortunate: for years, my job has been to investigate new technologies for my clients to see which ones have legs and which ones are just fads. So I test everything through my own BS filter. And I can tell you that this is perhaps the most exciting time in marketing. The numbers are astounding.
  • How many of you have joined LinkedIn? More importantly, how many of you have created LinkedIn profiles for your business?That’s good because every day, more than 67,000 people join Linkedin.
  • And then there’s Facebook. Any guess as to how many people are now members? That’s right: a half a billion people.
  • Every day, more than 830 THOUSAND people join Facebook. Every day, I’ve been told, they add three floors of data center space. Never before in history have so many people joined one website. And to put things into perspective, imagine every single man, woman and child in Edmonton and several suburbs joining Facebook each day. That is a hugely significant number.
  • And these are not short checkins each day, or rare visits every week or so. The average Facebook user spends a total of 55 minutes on Facebook each day. Multiply that times hundreds of millions of people and you have a tremendous amount of time, attention and trust.
  • How many of you have a fan page on Facebook? More than 1.5 million organizations do. And did you know that every day, more than 20 MILLION people fan something? They tie their personal identity, their online affinity, to something. That’s powerful.
  • So they’re fanning. On the consumer side, how does that help business? It turns out that people are more likely to buy if they are engaged within social sites. 50% reported this year that they are more likely to buy from you if you live where they live online. During the greatest recession of our lives, this is a significant number.
  • Not only are they more likely to purchase, but they’re more likely to act. If you use Facebook Connect to join a site, vs creating and remembering another username and password, Facebook has found an uptake of four times the number of people who will go ahead and sign up for membership within a third-party site.
  • These online “fannings” are more than a click of a Join button. They become touchpoints on someone’s Facebook wall. And not just there. Consumers are creating brand representations and touchpoints around YOUR BRAND, everywhere. McKinsey estimates that 66% of all touchpoints are now generated by customers! I used to be the guy making those touchpoints! Not any more. Your brand has become OUR brand, owned by the collective We.
  • In the past, we really had a captive audience, but now it’s much more active. Consumers deferred to powerful brand messages, but now they refer to friends and peers. In this new environment, groups we once looked at as herds now act much more like a swarm: one moving in its own direction, unguided by fences, barbed wire or reins.
  • The power of the swarm is evidenced by what we’re seeing in some channels.I used to create shiny, interactive banners that tried to get your attention. They had Flash, they had video, they had quizzes. They were cool! But nowadays, they have an abysmal .19% clickthrough. Those customer-generated touchpoints now include things like Facebook Wall Posts. So I might fan Virgin America and as my friend, you might see that and wonder about it. Because of that inherent trust, wall posts have a 6.49% clickthrough. 34x the standard clickthrough of a banner.
  • So why are some things working and some not so much? Let’s take a fresh look at our profession.
  • Let’s take a quick quiz. Winston tastes good like…
  • Maxwell House Coffee is …
  • Trust isn’t just some secondary lever. On the commercial side, consumers are telling us it’s perhaps the most important.91% of people surveyed globally will buy from a company based on their trust of that company. And here’s the kicker: 77% of people surveyed refuse to buy from companies they distrust. So of all these levers, trust is the one that drives preference. Trust drives transactions.
  • You can see how things have changed just in the last four years. While quality products still drive reputation, trust-related issues have moved to the forefront. Financial returns, once very important, have dropped as a reputational driver. And which media help convey three of the top four drivers? Social media.
  • My mom is not a believer in the internet. In fact she says things like, “oh that internet. Lots of bad people hang out there.” And so I tell her, “yeah, thank god they don’t use telephones. Or Freeways.”Many boomers like me are also skeptical of the value of all these social tools. Here’s why.
  • Boomer-era marketers often see social as an add-on, one more thing to do in a time- and attention-starved job.I remember graphic designers back in the 80s saying the Mac was a toy, refusing to adopt the computer and exclaiming how true artists used hand-held tools. They’re mostly out of work. I remember my CFO telling me I was nuts for wanting to create internet email capability for my agency; “we have a perfectly good voicemail and fax system.” And marketing directors confused as to why they needed to hire programmers. It’s natural to resist change; but that often has a great cost.
  • Many people quote-unquote GET ON social media by creating a Twitter account and or a fan page for their business. They might upload some content to YouTube, they might do some Google searches to try to see what comes up around their brand but basically, they’re pulling 2 levers. They’re still subscribing to the outbound model.In fact, we see several more steps beyond publishing.
  • First, study and plan. it’s important to know your organization’s goals. I know lots of marketers who know that a quarterly sales target is important or that they need to reduce calls to the call center. But what about the overall organization? How can these goals be supercharged through social media? (TALK TO THE REST)
  • There are lots of great resources out there but these are the ones we’ve found most helpful.
  • But we advise caution in terms of who you turn to and study.In April 2009, social media strategist BL Ochman found around 4500 self-described GURUS were on Twitter. Expert, superstar, rockstar, sensei, ninja, and yes, even SOCIAL MEDIA JEDI MASTER. Then Oprah got on Twitter and sent her first tweet. And within a few months the number of newly-minted gurus jumped to 16000. That translates to about 54 new gurus per day. It’s a bit of a joke. Someone’s ability to self-promote does not equate to success in or knowledge of social tools or sites.
  • Step 2 is to listen. We recommend doing this before you publish. Why? Because your time and energy and budgets are finite and content that doesn’t follow your plan or doesn’t leverage your audience’s desires can become expensive noise. (TALK TO REST)
  • Many organizations have started this journey without an ear to the ground. As of November, 54% of companies in a recent survey indicated they are monitoring the social space. That means another 46% don’t even do that! You can’t intercept PR or brand crises if you don’t know they’re happening.
  • This is a website called Lookbook. On it, Millennials create their own amateur fashion spreads using famous brands. They tag these brands, along with the type of print, material, and colors and place their photos online where other Millennials rate their look. Talk about putting yourself out there! In this spread, a young would-be model from Des Moines is showing off a Penguin brand shirt, owned by my client Perry Ellis. The company had no idea that their brand was being marketed, by young people, to other young people, in a very real, very authentic way. By hearing, we can identify influencers and advocates and empower them.
  • There are a number of free tools that let you monitor your brand’s online mentions and hence reputation. They are
  • Paid tools generally provide a lot better information, in fact, we recommend them like a Forrester membership. They provide incredibly valuable market intelligence and are worth the cost. These companies get select datasets from companies like Facebook and Google and have deeper pools of data to work with.
  • Here’s an example of a ScoutLabs report on NAIT. You can see sentiment changing over time, the general level of buzz, mentions and quotes.
  • One of the interesting features of ScoutLabs is its ability to assign various quotes, posts and content to monitoring team members, who can respond to individuals, tracking that activity.
  • If you have a local business like a retail store, you’ll find increasing references to it on Yelp, CitySearch and social games like FourSquare, where people will check in at your place of business and provide feedback, tips, watchouts and rants. Many organizations don’t think to check these local sites for references, and miss the opportunity to engage, respond and correct perception there.
  • Listening is great but you can’t join a conversation if you don’t have an entry point: in other words, if you’re not at the party with an active, engaging social media presence. You have to be publishing.
  • Many of you are already publishing. We encourage our clients to create content that respects time starvation. Make it highly tagged and consumed. Build trust through proof points. Build utility through guides and how-tos that transcend a mere brand offering. And think about it as something at the end of a someone’s search, not an interruption along the way.
  • Create the right content, conversation and conditions to elicit engagement and interaction rather than just consumption. But make sure you’ve created organizational responses so that people know how to engage, how not to engage, and when.
  • This engagement process document used by the US Air Force is so thoughtful it’s been used by countless companies in determining an initial approach to engaging stakeholders both on internal and external sites.
  • With posts on your organization’s site, you may want to do things a tad differently. For example, you may want to respond to every single comment, vs on social venues.
  • Realities: Anyone can edit. All edits are tracked There are thousands of people who spend hours and hours correcting articles. It’s often based on whimsy. Companies MUST be absolutely transparent about their edits and must accompany them with annotations/citations.
  • Apple, Dell, Microsoft and many others have been busted clandestinely altering their wiki pages. Bad idea. Why destroy trust through covert ops? This is when social media will backfire against you in a huge way.
  • We’ve been talking about the swarm. Like flocks of birds, people, perception and opinion often change course en-masse without a leader or a top-down mechanism driving this change. They gravitate in various directions. Our goal is to create influence among many by making our content and conversation easily liked, fanned, and forwarded to others.
  • Influence is happening everywhere, constantly. On Facebook, for example, people are sharing links, photos, videos, posts – pretty much any and everything – to the tune of 25 billion items per month. Your brand, your value, your content – should be compelling enough to be part of this massive sharing.
  • Here’s a great example of influence. Recently Virgin America tried out the Promoted Tweets channel in which VA tweets appeared in your stream based on what you searched on. They offered a limited number of discount codes for 50% off a companion ticket, which were reshared over and over. This had an instant and dramatic effect on their bottom line.They also created a hashtag called #NowPlaying to encourage in-flight users to share the movies they were watching, specifically to increase engagement, and leveraging influence to spread the offer.
  • Creative content, when shared amongst influencers, can also have a very large and negative impact to both bottom line and online reputation. Influence has HUGE power and organizations should be prepared to put out reputational fires with “social media water.”Creativity is a huge factor in buzz-building, engagement and influence. And when you don’t engage, people can use creativity to really make an impact in your business.
  • Here’s an example of an opportunistic influence campaign we did for Canadian Tourism, that we called Ola Palooza. The idea was to find a way to get Mexican travelers talking and referring Canada as a travel destination to friends and peers.
  • And finally, once we have influenced, what actions have been generated? How have we activated our audience? Have they been inspired enough to advocate our offering? And how do their actions amplify and reverberate online? Or perhaps the action we want to inspire is internal amongst employees.
  • Just before the Consumer Electronics Show this month, Kodak CMO Jeffrey Hayzlett asked his users over Twitter what they would call the latest waterproof version of their ZI-8 pocket hi-def video camera. The winner would win a free trip to Vegas to join Jeffrey as they unveiled the new camera to thousands of attendees. Jeffrey said: Kodak used Twitter to get people to not just read or comment, but to do something; in this case, helping name their product. Great example of activating your market around your product.
  • In addition to the traditional media work, DDB came up with the plan to give Salty a life after being snubbed. We built presences on Twitter, Facebook, YouTube and even ChatRoulette!We engaged with people directly through the “voice” of Salty to raise brand awareness and engage users, influence their behavior and activate them to create fan content.
  • In addition to the traditional media work, DDB came up with the plan to give Salty a life after being snubbed. We built presences on Twitter, Facebook, YouTube and even ChatRoulette!We engaged with people directly through the “voice” of Salty to raise brand awareness and engage users, influence their behavior and activate them to create fan content.
  • In addition to the traditional media work, DDB came up with the plan to give Salty a life after being snubbed. We built presences on Twitter, Facebook, YouTube and even ChatRoulette!We engaged with people directly through the “voice” of Salty to raise brand awareness and engage users, influence their behavior and activate them to create fan content.
  • In addition to the traditional media work, DDB came up with the plan to give Salty a life after being snubbed. We built presences on Twitter, Facebook, YouTube and even ChatRoulette!We engaged with people directly through the “voice” of Salty to raise brand awareness and engage users, influence their behavior and activate them to create fan content.
  • In addition to the traditional media work, DDB came up with the plan to give Salty a life after being snubbed. We built presences on Twitter, Facebook, YouTube and even ChatRoulette!We engaged with people directly through the “voice” of Salty to raise brand awareness and engage users, influence their behavior and activate them to create fan content.
  • The response has been incredible. Salty has been featured in numerous blogs and in traditional press, but also we’ve inspired people to create their own content. So people have shot and uploaded their own YouTube videos (some with thousands of views), creating and posting fan art, even buying the shakers and posing them in fan photos.
  • The response has been incredible. Salty has been featured in numerous blogs and in traditional press, but also we’ve inspired people to create their own content. So people have shot and uploaded their own YouTube videos (some with thousands of views), creating and posting fan art, even buying the shakers and posing them in fan photos.
  • The response has been incredible. Salty has been featured in numerous blogs and in traditional press, but also we’ve inspired people to create their own content. So people have shot and uploaded their own YouTube videos (some with thousands of views), creating and posting fan art, even buying the shakers and posing them in fan photos.
  • The response has been incredible. Salty has been featured in numerous blogs and in traditional press, but also we’ve inspired people to create their own content. So people have shot and uploaded their own YouTube videos (some with thousands of views), creating and posting fan art, even buying the shakers and posing them in fan photos.
  • The response has been incredible. Salty has been featured in numerous blogs and in traditional press, but also we’ve inspired people to create their own content. So people have shot and uploaded their own YouTube videos (some with thousands of views), creating and posting fan art, even buying the shakers and posing them in fan photos.
  • And our results have been incredible too.
  • This campaign shows that traditional and social media actually reinforce one another. Traditional media can build mass awareness through creativity and emphasizing trust messages, super-charging the conversation around a brand. Social media can both seed the social space with media that audiences can talk about and share, building influence and activation, and can sustain the conversation started in traditional long after the campaign has ended and the commercials have been pulled from rotation.
  • Social tools can also be used to build trust all along the purchase funnel, motivating consumers to get past time- and attention-starvation. Traditional media, done smartly, can provide air cover while social sites can steer the swarm, coach the dialogue, provide value and amplify brand enthusiasm.This is a integrated mix we did for Nature’s Path Foods, to help determine where time and energy should be spent in terms of media creation and placement.
  • Here’s another integrated campaign we did for Canadian Tourism. The idea was to crowdsource destinations from the people who know Canada best: Canadians. We created a site for consumers to upload their own video spots for special destinations they loved. We also brought awareness of the effort through traditional channels: outdoor, online, broadcast and inserts. The results were far better than we expected. People — and the places they love — became the media.
  • So there you have it. Six steps by which we would encourage you to leverage social channels. I’d encourage you to think beyond studying and publishing to look for ways to get into engagement, influence and activation. And here are some tips.

People are the Media (DDB Edmonton Edition) Presentation Transcript

  • 1. PEOPLE ARE THE MEDIA: ENGAGEMENT, INFLUENCE, ACTIVATION ERIC WEAVER, TRIBAL DDB CANADA
  • 2. YOU’RE ON LINKEDIN. YOU’RE TWEETING. SET UP A FAN PAGE. POSTED SOME VIDEOS TO YOUTUBE. IF YOU’RE LIKE MANY OTHERS, YOU’RE ASKING… NOW WHAT? 2
  • 3. AM I DOING THIS RIGHT? SHOULD I BE EXPECTING MORE FANS? MORE DIALOGUE? WILL MORE PEOPLE EVENTUALLY “SEE” US? 3
  • 4. WE ARE IN THE MIDST OF A PROFOUND CULTURAL SHIFT 4
  • 5. NUMBER OF PEOPLE JOINING LINKEDIN DAILY 67,000+ 5
  • 6. 500, PEOPLE ON FACEBOOK SOURCE: FACEBOOK 000, 000 6
  • 7. 830,000+ PEOPLE JOIN FACEBOOK EVERY SINGLE DAY 2006 POPULATION OF EDMONTON 730,372 7
  • 8. NUMBER OF MINUTES THE AVERAGE USER 55 SPENDS EACH DAY ON FACEBOOK 8
  • 9. 1,500,000+ ORGANIZATIONS HAVE A FACEBOOK FAN PAGE 20,000,000+ PEOPLE JOIN A FAN PAGE EVERY DAY 9
  • 10. 50% PEOPLE WHO ARE MORE LIKELY TO BUY IF ENGAGED VIA SOCIAL SITES CHADWICK MARTIN BAILEY, FEB 2010 10
  • 11. LIKELIHOOD OF JOINING A SITE VIA FACEBOOK CONNECT VS NORMAL SIGNUP FACEBOOK, APRIL 2010 4x 11
  • 12. 66% PERCENTAGE OF BRAND TOUCHPOINTS ARE NOW GENERATED BY CUSTOMERS MCKINSEY QUARTERLY, JULY 2009 12
  • 13. Captive audiences have given way to active ones. Customers deferred to big brands for value messages – now we refer to our friends. And advertisers often treated audiences like herd animals – in reality they act much more like a swarm. No one force guides them. CAPTIVE > ACTIVE DEFERENCE > REFERENCE HERD > SWARM FLICKR.COM/PHOTOS/HUTCHIKE FLICKR.COM/PHOTOS/RREIS 13
  • 14. CLICKTHROUGH RATE FOR AVERAGE BANNER AD 0.19% FORRESTER, 2008 CLICKTHROUGH FOR AVG FACEBOOK WALL POST 6.49% VITRUE, AUGUST 2009 Trust between peers drives an activation rate 38x that of the intrusion model. 14
  • 15. LET’S TAKE A FRESH LOOK AT THIS BUSINESS OF MARKETING 15
  • 16. CONVEYING VALUE THROUGH OUTBOUND MARKETING HAS WORKED FOR 150 YEARS MARKETING IS A $1 TRILLION PRACTICE GLOBALLY EVERY NICHE HAS EVOLVED INTO A SOPHISTICATED CHANNEL EFFECTIVE MARKET IMPACT EQUALS JOB SECURITY 16
  • 17. WINSTON TASTES GOOD LIKE A ______________________ 17
  • 18. When I was a kid, we had three TV stations, one newspaper. Got home at 5:30pm. No work-related calls at home. Maybe four major cigarette brands. Easy to remember a tagline. 18
  • 19. MAXWELL HOUSE: GOOD TO _________ 19
  • 20. MONOLITHIC MESSAGES WORKED WHEN WE HAD: LIMITED PRODUCT CHOICE (?) LIMITED MEDIA CHANNELS LONGER BRAND INTERACTIONS HIGHER BARRIERS TO ENTRY 20
  • 21. But now we can get pretty much whatever we want, whenever. That expectation has been set. And you’ve seen how people can become completely unglued when their latte is made incorrectly. ORGANIC, SOCIALLY-JUST, SOY HALF-CAFF, MOCHA FRAPPA WHATEV… NO FOAM NO WHIP NO SLEEVE 21
  • 22. THE CONSUMER IS NOW FIRMLY IN CONTROL LISH PUB Y TO We can’t fight time ILIT starvation. Attention is a B tough ask. We can’t stop ER A product choice or media clutter. But we CAN SUM leverage consumer CON publishing and build trust. ORIGINAL VERSION: AGENT WILDFIRE 22
  • 23. Trust drives preference, and ultimately, transactions. So do your marketing 91% efforts engender trust — or destroy it? OF PEOPLE GLOBALLY WILL BUY FROM COMPANIES BASED ON TRUST 77% PEOPLE WHO REFUSE TO BUY FROM COMPANIES THEY DISTRUST EDELMAN PR, 2009 23
  • 24. CHANGING PRIORITIES: “How important are these factors to corporate reputation?” 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% These three key factors are best EDELMAN TRUST BAROMETER, 2010 served by social content. 24
  • 25. TRUST IS TODAY’S KEY TO REVENUE, AND SOCIAL CHANNELS ENABLE US TO ENGAGE IN WAYS THAT BUILD TRUST—AND LEVERAGE THE PRE-EXISTING TRUST BETWEEN PEERS. FLICKR.COM/PHOTOS/POWERBOOKTRANCE 25
  • 26. MANY REMAIN SKEPTICAL A lot of Boomers still are confused about the value of social channels. It’s because of our generational lens. And no one has really explained the cultural shift in terms that Boomers can relate to. PHOTO: FLICKR.COM/PHOTOS/YUGENRO 26
  • 27. BOOMERS All about propriety. We were trained in formalities, taught to never offend. Oversharing is “weak.” Guarded = safe. And your suit & tie is a sign of trustworthiness. GENS X&Y All about affinity. Formalities are ignored, sharing means being found, and they grew up with Google. Your suit & tie = untrustworthy. 2010 THE YEAR MILLENIALS WILL SURPASS BOOMERS IN THE WORKFORCE PHOTO: FLICKR.COM/PHOTOS/KATINALYNN 27
  • 28. Computer-based graphic design, 1986 Email marketing, 1996 Web marketing, 1997 MANY MORE FEEL THEY DON’T HAVE TIME FOR “ONE MORE THING.” Remember the graphic designers who refused to adapt to a computer? I remember my CFO asking why we needed Internet email when we had voicemail. And remember when we started needing HTML programmers in Marketing? It’s time to adapt again – especially in a recession. 28
  • 29. SO HOW DO I TAKE MY ORGANIZATION’S SOCIAL MEDIA TO THE NEXT LEVEL? 29
  • 30. 1. STUDY 2. LISTEN DDB° SIX 3. PUBLISH STEPS TO 4. ENGAGE SOCIAL 5. INFLUENCE Many organizations have gotten into social media 6. ACTIVATE primarily to publish (the old outbound model). But there are better opportunities. 30
  • 31. KNOW YOUR ORGANIZATIONAL GOALS 1 KNOW YOUR BRAND VOICE AND MANNER LEAD THE CONVERSATION WITH LEGAL ABOUT RISK & PRIVACY STUDY & PLAN DETERMINE INQUIRY HANDLING DETERMINE EMPLOYEE GOVERNANCE PLAN FOR REPUTATIONAL CRISES DETERMINE METRICS 31
  • 32. MASHABLE.COM CASESTUDIESONLINE.COM 1 SOCIALMEDIAGOVERNANCE.COM WOMMA.ORG STUDY & FORRESTER MARKETING SUMMIT PLAN @KDPAINE @JOWYANG @ARMANO @AMBERCADABRA 32
  • 33. After Oprah started on Twitter, self-appointed “gurus” quadrupled. Be careful of whom you turn to. A prolific publisher does not equal an effective marketer. APRIL 2009 DECEMBER 2009 4,487 GURUS 16,000 GURUS BL OCHMAN, DEC 2009 33
  • 34. NOW THAT WE UNDERSTAND THE 2 RISKS AND REWARDS, WHAT SHOULD WE LISTEN FOR? RAPID RESPONSE TO PR CRISES, SALES OPPORTUNITIES LISTEN DETERMINE SENTIMENT, MOTIVE, ASSOCIATED TOPICS, SHARE OF VOICE CORRECT MISPERCEPTIONS IDENTIFY BRAND CHAMPIONS 34
  • 35. PERCENTAGE OF COMPANIES THAT HAVE IMPLEMENTED SOCIAL MONITORING PLATFORMS 54% PERCENTAGE THAT HAVE NO IDEA 46% Ummm…during the Greatest Recession of Our Lives? Srsly? E-CONSULTANCY, SOCIAL MEDIA AND PR REPORT, NOVEMBER 2009 35
  • 36. LOOKBOOK.NU Brand enthusiasts may be pushing your product without your knowledge. By listening, you can identify & empower them. LEVERAGE CO-CREATION OPPORTUNITIES 36
  • 37. GOOGLE ALERTS SAMEPOINT SOCIALMENTION BLOGPULSE FREEBIES TECHNORATI Limited data, limited insights FILTRBOX YACKTRACK TWITTER SEARCH TWENDZ 37
  • 38. SAS SMA CYMFONY VISIBLE TECHNOLOGIES RADIAN6 PAID TOOLS SYSOMOS Deeper data samples; better results; partnerships with SCOUTLABS Google, Facebook; rich media & comments; MOTIVEQUEST multiple languages LIFT9 38
  • 39. SCOUTLABS 39
  • 40. SCOUTLABS 40
  • 41. 41
  • 42. YOU CAN’T JOIN A CONVERSATION ABOUT YOUR OFFERING WITHOUT AN ENTRY POINT. 42
  • 43. NOW THAT WE CAN HEAR OUR MARKET, WHAT SHOULD WE 3 PUBLISH? TIME-RESPECTFUL CONTENT, HIGHLY TAGGED AND EASILY CONSUMED PUBLISH THOUGHT LEADERSHIP PROOF POINTS PERSONALITY & STORYTELLING PIECES HOW-TOS AND GUIDES 43
  • 44. 4 NOW THAT WE’RE PUBLISHING, HOW DO WE INTERACT? CREATE ENGAGEMENT GUARDRAILS & GOVERNANCE ENGAGE CREATE OPPORTUNITIES TO INTERACT WITH THE CONTENT HEAR & RESPOND 44
  • 45. ONLINE REPUTATION RESPONSE PROCESS: EXTERNAL SITE / SOCIAL VENUE LOCATION EXTERNAL ON-SITE POST POST TYPE OF COMMENT POSITIVE BASHING / RANT / ERRORS / NEGATIVE COMMENT? DEGRADING SATIRE MISGUIDED EXPERIENCE TYPE OF RESPONSE CONCUR RESPOND MONITOR RESPOND RECTIFY PUBLICLY POSITIVELY SILENTLY WITH FACTS EXPERIENCE BASED ON US AIR FORCE WEB POSTING RESPONSE ASSESSMENT V2.0 45
  • 46. ONLINE REPUTATION RESPONSE PROCESS: ORGANIZATIONAL SITE LOCATION EXTERNAL ON-SITE POST POST TYPE OF COMMENT POSITIVE BASHING / RANT / ERRORS / NEGATIVE COMMENT? DEGRADING SATIRE MISGUIDED EXPERIENCE TYPE OF RESPONSE CONCUR RESPOND MONITOR RESPOND RECTIFY PUBLICLY POSITIVELY SILENTLY WITH FACTS EXPERIENCE You may decide to create a separate process for comments that appear on your organization’s site. 46
  • 47. AND THEN THERE’S WIKIPEDIA 47
  • 48. Realities: anyone can edit. All edits are tracked. There are THOUSANDS of people who spend HOURS UPON HOURS tweaking articles. These edits are often based upon whimsy. Engage carefully and transparently. 48
  • 49. TOOLS LIKE WIKIWATCHER TRACK CLANDESTINE WIKI EDITING AND LINK CHANGES BACK TO ORGANIZATIONS — TRANSPARENCY IS CRUCIAL — 49
  • 50. NOW THAT WE’RE INTERACTING, HOW 5 CAN WE CREATE INFLUENCE? HOW CAN WE ENABLE LIKING, INFLUENCE FANNING, AND FORWARDING? HOW CAN WE IDENTIFY THOSE WITH THE GREATEST INFLUENCE AND ENGAGE THEM? 50
  • 51. NUMBER OF ITEMS SHARED BY FACEBOOK USERS EVERY MONTH FACEBOOK, APRIL 2010 25,000,000,000 That’s a boatload of influence. Your brand, your value, and your content should be creative and compelling enough to be a part of this massive, trust-based global sharing. 51
  • 52. FIFTH HIGHEST SALES DAY EVER FOR VIRGIN AMERICA THROUGH “PROMOTED TWEETS” (APRIL 20, 2010) 52
  • 53. DDB Canada did an opportunistic campaign called ¡Hola Palooza! in which we worked to get Mexican tourists to consider Canada. So our Radar team hit the airport and enthusiastically welcomed Mexicans and shared their reactions on YouTube. Click the image to view. 53
  • 54. 6 HOW CAN OUR INFLUENCE INSPIRE ACTION? WHAT BRAND OR ACTIVATION PRODUCT ADVOCACY HAVE WE GENERATED? HOW DO THOSE ACTIONS AMPLIFY OUR VALUE? 54
  • 55. “I COULD HAVE JUST NAMED THIS THING THE VX150 OR ZI8. BUT I THOUGHT THAT THE PEOPLE WHO BUY THE PRODUCT SHOULD COME UP WITH SOMETHING MEANINGFUL TO THEM.” – JEFFREY HAYZLETT,CMO, KODAK 55
  • 56. DDB Canada created an integrated campaign for Knorr’s Sidekicks meal accompaniment products. The traditional media was meant to creatively build brand affinity and awareness of this healthy, low- sodium product. Click the image to view the video. 56
  • 57. In addition, we were asked to bring Salty to life in social media, to extend the campaign long after the spots had been pulled. Our Radar team engaged on Twitter, Facebook, YouTube and even ChatRoulette using Salty’s “voice.” 57
  • 58. 58
  • 59. 59
  • 60. ChatRoulette users were likely surprised to randomly connect with a salt and pepper shaker. 60
  • 61. Salty’s been featured in numerous blogs and in traditional press. 61
  • 62. People have uploaded videos of their kids interacting with the salt shakers – some videos have received thousands of views. 62
  • 63. Fan art started appearing out of the blue on sites like DeviantArt. 63
  • 64. Consumers even starting staging photo shoots with recently purchased Salty and Pep shakers. 64
  • 65. Yes, even pasta art was submitted. 65
  • 66. 6000 FACEBOOK FANS 400,000+ VIDEO VIEWS 1000 TWITTER FOLLOWERS SALTYʼS 18,000 SALTY & PEP SHAKERS SOLD SOCIAL IN FIRST 25 DAYS CAMPAIGN HIGHEST SITE TRAFFIC EVER RESULTS SIDEKICKS SALES ROSE BY 10% SIDEKICKS SURPASSED UNCLE BENʼS AS #1 BRAND IN MEAL ACCOMPANIMENTS 66
  • 67. ENGAGEMENT DEMOGRAPHIC 70% FEMALE, 30% MALE – 62% WERE AGED 25-34 SALTYʼS SOCIAL HUMOROUS TWEETS RECEIVED MORE ATTENTION THAN BRAND CAMPAIGN MESSAGES LEARNINGS USERS WERE ATTRACTED MORE TO CONVERSATIONAL TOPICS AND LEADING QUESTIONS 67
  • 68. TRADITIONAL AND SOCIAL REINFORCE ONE ANOTHER Traditional and social efforts work incredibly well together. Traditional can create and supercharge a conversation, and social can it post-campaign. 68
  • 69. BRANDED
SITE
 EXTERNAL
MKTG‐MANAGED
PRESENCE
 EXTERNAL
THIRD‐PARTY
SITE
 Integrated Traditional/Social Marketing Mix TRADITIONAL
MEDIA/PR
 TOPICAL COMMUNITIES: IP, HELPFUL TIPS D E T E R M I N AT I O N E V A L U A T I O N / C O M P A R I S O N A W A R E N E S S PRODUCT LAUNCH P U R C H A S E MICROSITE S


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 L O Y A L T Y HELPFUL
RESOURCES
 RECIPES
 SEO
 EVENTS
 DOT-COM SITE COMMENTS
 COMPANY
BLOG
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 ONLINE
SAMPLING
 FACEBOOK FAN PAGE N E E D E‐COMMERCE
PARTNER
 ONLINE
 YOUTUBE CHANNEL: STORYTELLING, IP PRINT
 EXTERNAL BLOGS: IP, TIPS OUTDOOR
 PR
 Social can also help push distracted consumers through the funnel by providing SAMPLING
PGMS
 proof points and helpful information at various stages of purchase consideration. RETAIL
 69
  • 70. DDB Canada created a campaign for Canadian Tourism called Locals Know: the idea being that locals know the best spots and hidden gems to visit. We built LocalsKnow.ca and used traditional media to ask Canadians to post video “commercials” of their favorite local destinations there, leveraging consumer co-creation and trust. Click the image to view the video. 70
  • 71. OVER 4000 USER-GENERATED “COMMERCIALS” UPLOADED 450,000 UNIQUE VISITORS TO LOCALS LOCALSKNOW.CA KNOW 2,200,000 PAGE VIEWS CAMPAIGN 2.7 MILLION CANADIANS BOOKED A RESULTS TRIP WITHIN CANADA FORBES MAGAZINE CALLED IT ONE OF THE TOP TEN TRAVEL CAMPAIGNS OF ALL TIME 71
  • 72. SUMMARY POINTS 72
  • 73. AUDIENCES HAVE CHANGED FASTER THAN WE’VE REACTED OUR LENSES CLOUD OUR PERCEPTION OF THIS CHANGE TRUST DRIVES PREFERENCE, TRANSACTIONS & REPUTATION 73
  • 74. REEXAMINE MARKETING IN TERMS OF DIALOGUE, TRUST, ENGAGEMENT, INFLUENCE CONSIDER A STEPPED APPROACH LET YOUR AUDIENCE CO- CREATE 74
  • 75. SOCIAL AND TRADITIONAL TURBOCHARGE ONE ANOTHER AND SHOULD BE PLANNED TOGETHER THINK MARKETING ENERGY, MORE THAN MARKETING SPEND GIVE YOURSELF TIME 75
  • 76. SLIDESHARE.NET/ WEAVE
  • 77. @WEAVE @RADARDDB
  • 78. DDB IS THE WORLD’S LARGEST ADVERTISING AGENCY BY REVENUE, WITH 200 OFFICES IN 90 COUNTRIES. TRIBAL DDB IS THE AWARD- WINNING DIGITAL DIVISION OF DDB, WITH 56 OFFICES AND 1200 EMPLOYEES WORLDWIDE. RADAR IS OUR SOCIAL BUSINESS SPECIALTY AREA. OUR 20-PERSON RADAR TEAM IN VANCOUVER CREATES AWARD-WINNING SOCIAL PROGRAMS FOR NUMEROUS ORGANIZATIONS. 78
  • 79. THANK YOU. AND QUESTIONS.
  • 80. FOR COUNSEL ON HOW TO SOCIALIZE YOUR ENTERPRISE, CONTACT HELENE LEGGATT AT 780-917-6600. 80