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Creating digital dialogs, a social media overview
October 16, 2007
http://www.youtube.com/watch?v=NLlGopyXT_g
1: The way we communicate
   with each other is changing
http://www.youtube.com/watch?v=4nIUcRJX9-o
Ear   Eye
Tweens

• 88 percent have been online in the
  past month

• 75 percent regularly use a computer

• 38 percent own an MP3 ...
Millenials

• Will outnumber baby boomers and Gen-X'ers
  by 2010

• 80 percent use social networking sites

• 76 percent ...
“Reliance and trust in nontraditional sources— meaning everyday people,
their friends, their networks, the network they've...
“A safe assumption is that when today’s children and teenagers reach
adulthood, they’re not going to be tolerant of media ...
48 percent of younger users say they learn about new entertainment through
community, review and video sharing sites and b...
Active Gen X and Trailing Boomers

• 60 percent instant message

• 54 percent regularly participate in blogs

• 37 percent...
2: The way we communicate
   with our customers is not changing.
“The Computer as a Communication Device,” Licklider & Taylor, 1968
So how do I start the conversation?
Social media=anything with a feedback loop
About:   Topic
About:   Me
                                Who:     NYTimes.com,
Who:     MySpace, Facebook
              ...
7 principles for
social media design
Empower personalities
Tap motivation
Enable feedback
Master moderation
Don’t talk to yourself
Geek out
Have integrity
thoughts on
 the future
life streaming
bio media
immersive environments




Microsoft Home of the Future, Greg Gilbert, The Seattle Times, 2006
a few examples
MYSPACE.COM - EXAMPLE OF CO-PROMOTION WITH
   EXPEDIA.COM - EXAMPLE OF UNPAID BLOGGERS

                                  ...
YOUTUBE.COM - EXAMPLES OF CORPORATE DEMO AND
                                      PARODY

CASE-SENSITIVE URL FOR OFFICIAL...
DEL.ICIO.US

“SOCIAL BOOKMARKING” LETS
  YOU SHARE YOUR FAVORITE
       LINKS AND SITES WITH
         INTERESTED PARTIES

...
43THINGS.COM

 COMBINES SOCIAL
NETWORKING WITH
 PERSONAL GOAL-
         SETTING

MAKE YOUR GOALS
      PUBLIC, GET
  CHEER...
MEEZ.COM

COMBINES A STANDARDIZED IDENTITY WITH A
                             3D AVATAR

 AVATAR CAN BE USED ON MULTIPLE ...
TWITTER.COM

MUCH MORE THAN
“HERE’S WHAT I’M
    DOING RIGHT
          NOW”

   SUBSCRIBE TO
       THOUGHT
LEADERES TO GE...
TWITTERVISION
           .COM

     TUNE INTO A
   TRULY GLOBAL
  CONVERSATION

  SEE UPDATES IN
 REAL TIME FROM
PEOPLE AL...
FACEBOOK.COM

    NEARLY 50% OF MEMBERS ARE NOW
                       OVER AGE 35

      THOUSANDS OF PROFESSIONALS IN
MA...
BRIDGEBUILDERS.
       NING.COM

     NEW SOCIAL
   NETWORK FOR
   SEATTLE-AREA
  MARKETING AND
ADVERTISING PROS

HOPING T...
MORE THOUGHTS ON WHERE IT’S ALL GOING

Monologue is dying or dead
“In the 20th Century, we
did monologue marketing.
We did...
“We are moving from
technology push to
consumer pull… from
push marketing to co-
creation… from idea
manufacturing to
cons...
“Agencies are evolving too slowly. They are holding onto the past and
                                                    ...
MORE THOUGHTS ON WHERE IT’S ALL GOING

Why the big shift?
The 50-year-old traffic light is out at the intersection of
Cult...
PODCASTERS - DISCUSSING YOUR BRAND?




Massive shifts
Their voices can be as
loud as our own




JUSTINE EZARIK AT&T DEBA...
Why so loud?
Because 1) the
Net is the first
place people
look, and 2)
search lurrrves
conversations!
Massive shifts
SOBERING: The more consumers can find open,
honest dialogue about a brand, the more your
finely-honed messa...
What does this mean for clients?
As prospective customers become ever more distracted
and interrupted, intrusive methods a...
MOTIVATING THEM TO TRY

Five ways to empower your client
Be their Tony Robbins
Help marketers reposition themselves as
  t...
ADDLED ADVOCACY DEPARTMENT

“Block my message? Oh no you don’t.”
AMA Seminar: “Learn how to get past the filters your
cust...
SHAMELESS SELF-INTEREST DEPARTMENT

That’s some tasty Kool-Aid®
June 2007: “The
‘Aeropanel’ offers
a unique and
exciting
a...
EMPOWER YOUR CLIENT

Create internal alignment
Arm marketers with knowledge of trends, case studies
Show examples of low $...
RULES OF ENGAGEMENT

Watch the boundaries
Set and stick to brand boundaries
When conversation is clearly crossing the line...
RULES OF ENGAGEMENT

Cautions
DO have an authentic presence, but DON’T push messages
DON’T jump in with the same old appro...
FUTURESHOCK

What’s in store?
IDENTITY AGGREGATION
Is that really YOU? Are you who you say you are?
REPUTATION AGGREGATION...
ZOOMINFO.COM

    AGGREGATING
 INFO ABOUT YOU
   WITHOUT YOUR
KNOWLEDGE AND
PRESENTING IT AS
        “GOSPEL”

 THERE’S A ...
NAYMZ.COM

  GENERATING A
    REPUTATION
  SCORE ABOUT
          YOU

A REP SCORE MAY
     BE HOW WE
         CHOOSE
     ...
PROFILACTIC.COM

  AGGREGATING
   ALL OF YOUR
ONLINE ACTIVITY
  IN ONE PLACE

SUBSCRIBABLE BY
        ANYONE

VOLUNTARY NO...
Parting thoughts
Exciting, scary, significant time to be in this
business!
  Witnessing a massive social transformation an...
LAURA PORTO STOCKWELL
VP, INTERACTIVE STRATEGIST
PUBLICIS IN THE WEST


http://digitaldialogs.com




ERIC WEAVER
PRESIDEN...
Social Media and Advertising: Ad Club 10/07
Social Media and Advertising: Ad Club 10/07
Social Media and Advertising: Ad Club 10/07
Social Media and Advertising: Ad Club 10/07
Social Media and Advertising: Ad Club 10/07
Social Media and Advertising: Ad Club 10/07
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Social Media and Advertising: Ad Club 10/07

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AUDIENCE: Advertising agencies
OVERVIEW: How is Social Media changing the advertising industry? How is consumer dialogue impacting outbound marketing? This presentation, co-written by Laura Porto Stockwell of Publicis in the West, and Eric Weaver of Brand Dialogue, covers these massive shifts in commerce, culture, media and advertising.

Published in: Business, Technology
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Notes
  • Eric Weaver:

    'One of my favorite sites: Profilactic. This can aggregate all of your online activity in one place. What if this became automated? I can subscribe to all the blog, podcast, post, etc., activity of a person. What are the ramifications? Think about that.'<br /><br/>
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Eric Weaver:

    'Also new on the scene are Reputation Aggregators. You may or may not have your reputation scored automatically. What if someone else claims your profile and destroys your reputation? Be aware that these sites are here and that you can and should claim your 'reputation.'

    Personally I believe that a lot more business will be done with companies that have transparent actions, histories and reputations. Might as well dig in now!'<br /><br/>
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Eric Weaver:

    'Here we have one of our attendees: Don Low of Horton Lantz and Low. This is a page that was automatically culled from various sources on the web, and has been presented as a biography and record of Don Low. What if the engine grabs articles that AREN'T about Don? What if they're about a porn star named Don Low? These profiles are being aggregated now and you need to be aware of this. So do your clients.'<br /><br/>
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Eric Weaver:

    'Some interesting future trends that I think are rearing their heads now are Identity, Reputation and Activity Aggregation. In other words...how do you claim information online that is truly about you? How do you manage your reputation when anyone can say anything about you? And how is that impacted by the fact that more and more of your behavior is being archived, found and can be subscribed to?'<br /><br/>
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Eric Weaver:

    'Regarding internal alignment: provide your clients with lots of research. Show them hardcore business cases, and how the low spend got high buzz.

    And this one is important: many brands don't have a solid brand strategy worked out. If you don't have an initial brand strategy and messaging platform worked out before you go to market, how do you know when consumers are running your brand off the rails? You need something to present to the market so they can react, rather than being a non-entity.

    And whatever you do, don't pander to consumers. They can smell it a mile away.'<br /><br/>
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
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Transcript of "Social Media and Advertising: Ad Club 10/07"

  1. 1. Creating digital dialogs, a social media overview October 16, 2007
  2. 2. http://www.youtube.com/watch?v=NLlGopyXT_g
  3. 3. two truths
  4. 4. 1: The way we communicate with each other is changing
  5. 5. http://www.youtube.com/watch?v=4nIUcRJX9-o
  6. 6. Ear Eye
  7. 7. The U.S. Audience • 90 million have participated in online groups • 57 million have read a blog • 50 million have created content online • 44 percent have contributed thoughts and files to the online world • 36 million have downloaded music or video • 33 million have reviewed or rated something • 12 million have created a blog • 6 million use RSS Source: Pew Internet & American Life
  8. 8. Tweens • 88 percent have been online in the past month • 75 percent regularly use a computer • 38 percent own an MP3 player and 34 percent bought and downloaded a song in the past month • 31 percent send or receive email on a daily basis • 29 percent own a cell phone Source:IG Trendcentral
  9. 9. Millenials • Will outnumber baby boomers and Gen-X'ers by 2010 • 80 percent use social networking sites • 76 percent instant message • 71 percent regularly participate in blogs • 55 percent visit MySpace daily • 44 percent use web to compare prices • 16 percent use podcasts and RSS •18-to-21-year-olds, Forrester Research Source: Pew Internet & American Life
  10. 10. “Reliance and trust in nontraditional sources— meaning everyday people, their friends, their networks, the network they've created around them—has a much greater influence on their behaviors than traditional advertising.'’ -Jack McKenzie, Millennials Strategy Group
  11. 11. “A safe assumption is that when today’s children and teenagers reach adulthood, they’re not going to be tolerant of media that’s one-way, that’s not interactive.” -Steve Outing, Senior Editor Poynter Institute for Media Studies
  12. 12. 48 percent of younger users say they learn about new entertainment through community, review and video sharing sites and blogs—only 25 percent say they learn about new entertainment through television. -Media Screen
  13. 13. Active Gen X and Trailing Boomers • 60 percent instant message • 54 percent regularly participate in blogs • 37 percent use web to compare prices • 19 percent use social networking sites • 12 percent use RSS • 9 percent use podcasts Source: Universal McCann
  14. 14. 2: The way we communicate with our customers is not changing.
  15. 15. “The Computer as a Communication Device,” Licklider & Taylor, 1968
  16. 16. So how do I start the conversation?
  17. 17. Social media=anything with a feedback loop
  18. 18. About: Topic About: Me Who: NYTimes.com, Who: MySpace, Facebook Craig’s List About: Brand About: Product Who: Reebok Run Easy, Who: Amazon, Netflix, Pontiac Underground Match, Yub
  19. 19. 7 principles for social media design
  20. 20. Empower personalities Tap motivation Enable feedback Master moderation Don’t talk to yourself Geek out Have integrity
  21. 21. thoughts on the future
  22. 22. life streaming
  23. 23. bio media
  24. 24. immersive environments Microsoft Home of the Future, Greg Gilbert, The Seattle Times, 2006
  25. 25. a few examples
  26. 26. MYSPACE.COM - EXAMPLE OF CO-PROMOTION WITH EXPEDIA.COM - EXAMPLE OF UNPAID BLOGGERS URL: HTTP://WWW.MYSPACE.COM/EXPEDIA
  27. 27. YOUTUBE.COM - EXAMPLES OF CORPORATE DEMO AND PARODY CASE-SENSITIVE URL FOR OFFICIAL MICROSOFT DEMO: HTTP://WWW.YOUTUBE.COM/WATCH?V=FlZxuqjJDgk MICROSOFT SURFACE PARODY: HTTP://WWW.YOUTUBE.COM/WATCH?v=CZrr7AZ9nCY
  28. 28. DEL.ICIO.US “SOCIAL BOOKMARKING” LETS YOU SHARE YOUR FAVORITE LINKS AND SITES WITH INTERESTED PARTIES USEFUL TOOL TO KEEP FAVORITES IN ONE CENTRAL LOCATION
  29. 29. 43THINGS.COM COMBINES SOCIAL NETWORKING WITH PERSONAL GOAL- SETTING MAKE YOUR GOALS PUBLIC, GET CHEERED ON BY OTHERS WITH SIMILAR GOALS, SHARE SUCCESSES
  30. 30. MEEZ.COM COMBINES A STANDARDIZED IDENTITY WITH A 3D AVATAR AVATAR CAN BE USED ON MULTIPLE SOCIAL NETWORKS - CHANGE IN ONE PLACE, UPDATES PROFILES ON ALL SITES
  31. 31. TWITTER.COM MUCH MORE THAN “HERE’S WHAT I’M DOING RIGHT NOW” SUBSCRIBE TO THOUGHT LEADERES TO GET REAL-TIME STREAM OF URLs, RELEVANT POSTS, AND INSTANTANEOUS NEWS UPDATES E.G., MEMBERS INCLUDE TECH EVANGELISTS, WHITE HOUSE CAMERAMEN, PR EXPERTS, SOLDIERS IN IRAQ, AUTHORS
  32. 32. TWITTERVISION .COM TUNE INTO A TRULY GLOBAL CONVERSATION SEE UPDATES IN REAL TIME FROM PEOPLE ALL OVER THE WORLD BE CAREFUL, IT’LL SUCK YOU IN!
  33. 33. FACEBOOK.COM NEARLY 50% OF MEMBERS ARE NOW OVER AGE 35 THOUSANDS OF PROFESSIONALS IN MARKETING, ADVERTISING, PR, INCLUDING JULIE ROEHM (EX-WALMART), DAVID KENNY (CEO, DIGITAS), STUART ELLIOTT (NY TIMES), AND OTHERS AT COCA-COLA, AMEX, P&G, UNILEVER BIG BRANDS (FORD, TARGET, WAL-MART) EXPERIMENTING WITH GROUP SPONSORSHIPS MARKETING 2.0, CONSUMER GENERATED MEDIA GROUPS ENABLING AMAZING DIALOGUE “MADISON AVENUE STAMPEDES ONTO FACEBOOK” (AD AGE) URL: ADAGE.COM/ARTICLE?ARTICLE_ID=119822
  34. 34. BRIDGEBUILDERS. NING.COM NEW SOCIAL NETWORK FOR SEATTLE-AREA MARKETING AND ADVERTISING PROS HOPING TO MAKE IT A PLACE WHERE WE’LL SHARE TIPS, GIGS AND INTERESTS JOINT EFFORT BY PUGET SOUND AMA AND SEATTLE AD CLUB
  35. 35. MORE THOUGHTS ON WHERE IT’S ALL GOING Monologue is dying or dead “In the 20th Century, we did monologue marketing. We did most – if not all – of the talking. And we expected the consumer to listen. Now, we’ve moved to a dialogue. Consumers want to be heard. In fact, they will not tolerate not being heard.” - John Hayes, CMO, American Express NOT HIS UNIVERSE ANYMORE: DIRECT MARKETER LESTER WUNDERMAN
  36. 36. “We are moving from technology push to consumer pull… from push marketing to co- creation… from idea manufacturing to consumer experiences.” - Keith Pardy, SVP Strategic Marketing, Nokia
  37. 37. “Agencies are evolving too slowly. They are holding onto the past and trying to rationalize it.” - Jerri DeVard, SVP Marketing, Citigroup AMC’S “MAD MEN” “Agencies need to get more integrated, collapse structures and go digital.” - Jim Stengel, GMO, P&G
  38. 38. MORE THOUGHTS ON WHERE IT’S ALL GOING Why the big shift? The 50-year-old traffic light is out at the intersection of Culture, Media and Commerce Newer audiences less about polish, more about honesty Traditional limitations of choice (brand/product choices, buying venues, product/pricing data) are gone Balance of power shifting away from marketers Control the brand? As if. Customers purchasing based on testimony of other customers, less because of us And they’re reinterpreting and representing your brand
  39. 39. PODCASTERS - DISCUSSING YOUR BRAND? Massive shifts Their voices can be as loud as our own JUSTINE EZARIK AT&T DEBACLE VIRAL CHEVY TAHOE/APPRENTICE CGM EXPRIMENT
  40. 40. Why so loud? Because 1) the Net is the first place people look, and 2) search lurrrves conversations!
  41. 41. Massive shifts SOBERING: The more consumers can find open, honest dialogue about a brand, the more your finely-honed message can sound self-serving, inauthentic, and untrustworthy. Ouch.
  42. 42. What does this mean for clients? As prospective customers become ever more distracted and interrupted, intrusive methods are tuned out Gains are incremental at best Security – everyone’s – is often about proving sustainable value to the org Corporate risk aversion runs high You tend with what you know works So, new media: should we invest? Where? Who knows where this is all going?
  43. 43. Everyone wins AGENCIES can show innovation, forward thinking, demo new reach vehicles CLIENTS can more fully engage markets, have customers become advocates, extend brand without increasing marketing spend
  44. 44. SNIFFING AROUND Client management teams will ask… Should we “be” on MySpace? Should we open a presence on Second Life? Do we need a “Facebook strategy?” What’s this “conversational marketing” stuff?
  45. 45. MOTIVATING THEM TO TRY Five ways to empower your client Be their Tony Robbins Help marketers reposition themselves as the primary BRIDGE BUILDER between company and customer the CUSTOMER INSIGHTS CHAMPION Help them use new channels to truly understand customer desires, not to merely validate their existing strategy Help them shift from monologue to dialogue Help them create internal alignment
  46. 46. EMPOWER YOUR CLIENT Shifting monologue to dialogue Know the available channels (they change quarterly) As Pull becomes more interesting, be where your prospects look for you - SEO important Dedicate resources to community management Predetermine your action boundaries Listen via automated tools Engage with NEXT customers, not just current ones
  47. 47. ADDLED ADVOCACY DEPARTMENT “Block my message? Oh no you don’t.” AMA Seminar: “Learn how to get past the filters your customers have deployed.” Mega fast-food brand: Turning off TiVo fast-forward functionality Mega beer brand: Tracking down opt-outs through affiliated credit bureaus Are we building relationships yet?
  48. 48. SHAMELESS SELF-INTEREST DEPARTMENT That’s some tasty Kool-Aid® June 2007: “The ‘Aeropanel’ offers a unique and exciting advertising format in an uncluttered, relaxed and comfortable environment.” Yeah…it was. RYANAIR’S NEW AD VENUE
  49. 49. EMPOWER YOUR CLIENT Create internal alignment Arm marketers with knowledge of trends, case studies Show examples of low $ investment, high buzz/WOM value Make sure they have brand and message benchmarks to start with What are you coming to the party with? Market needs something to react to before dialogue can begin Present a strategy to engage customer base without pandering to them No MySpace for MySpace’s sake
  50. 50. RULES OF ENGAGEMENT Watch the boundaries Set and stick to brand boundaries When conversation is clearly crossing the line, fearlessly engage detractors in honest dialogue If talk is within the boundaries, leave it alone! Control issues imply a lack of confidence. Fear ain’t sexy.
  51. 51. RULES OF ENGAGEMENT Cautions DO have an authentic presence, but DON’T push messages DON’T jump in with the same old approach (FB banner buys, phony PR blogs, self-interest) – backlash is loud DON’T underestimate this shift Make sure you have a dialogue capability DO use the new channels to increase your own value DON’T think that everyone necessarily wants a “conversation” with their brands
  52. 52. FUTURESHOCK What’s in store? IDENTITY AGGREGATION Is that really YOU? Are you who you say you are? REPUTATION AGGREGATION Others’ public opinions of you and your actions, saved forever and subscribable ACTIVITY AGGREGATION Your online behavior, posts, comments, all of it, easily found, forever - and subscribable
  53. 53. ZOOMINFO.COM AGGREGATING INFO ABOUT YOU WITHOUT YOUR KNOWLEDGE AND PRESENTING IT AS “GOSPEL” THERE’S A PORN STAR WITH THE SAME NAME SHOWING UP IN YOUR RESULTS?
  54. 54. NAYMZ.COM GENERATING A REPUTATION SCORE ABOUT YOU A REP SCORE MAY BE HOW WE CHOOSE BUSINESS PARTNERS OR EMPLOYEES IN THE FUTURE
  55. 55. PROFILACTIC.COM AGGREGATING ALL OF YOUR ONLINE ACTIVITY IN ONE PLACE SUBSCRIBABLE BY ANYONE VOLUNTARY NOW - COULD BECOME AUTOMATED
  56. 56. Parting thoughts Exciting, scary, significant time to be in this business! Witnessing a massive social transformation and empowerment More venues and tools to communicate value than ever There are no experts yet Lots of opportunities for innovative thinking Inertia’s a powerful thing. Status quo = go nowhere. Dip your clients’ toes In - the water’s fine.
  57. 57. LAURA PORTO STOCKWELL VP, INTERACTIVE STRATEGIST PUBLICIS IN THE WEST http://digitaldialogs.com ERIC WEAVER PRESIDENT BRAND DIALOGUE http://branddialogue.com

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