Ten Things Marketers Need to Know in '10

by Eric Weaver on Jan 06, 2010

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Audio track offline until 1/30/10.

EVENT: 2010 Consumer Electronics Show
AUDIENCE: Marketers
SYNOPSIS: The Social Media Hype Bubble is OVER. Consumers are getting burnt out on

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Audio track offline until 1/30/10.

EVENT: 2010 Consumer Electronics Show
AUDIENCE: Marketers
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.

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Ten Things Marketers Need to Know in ’10 — Webinar Transcript

Ten things
marketers need to
know in ‘10
ERIC WEAVER
2010 International Consumer Electronics Show
Las Vegas

SLIDES: slideshare.net/weaveCHATTER: twitter.com/weave

3
1. The hype bubble around social media as a medium has burst.

6
April 2009: Oprah joins Twitter, Ashton & Larry duke it out; CNN adds its Twitter handle
May 2009: 4,487 self-proclaimed social media gurus, ninjas, jedi on Twitter
By Dec 2009: Nearly 11,000 more “gurus” joined Twitter, post-Oprah
BL OCHMAN, 12/29/09

Help a Reporter Out, 1/5/10
7

8
2. Despite this, your marketing must become even more social. Srsly.

Five reasons to be social
Precious time is spent connecting socially
17%* of Internet time spent on social networks (tripled from 2008)
Consumers want to connect where they live
Social content = conversation, and Google <3 conversation
When content is social, it can be discussed—and trusted
You can’t join a conversation without an entry point
SOURCE: NIELSEN ONLINE, SEP 2009
9

51% of consumers trust peers for company & product info; 13% trust marketers.
2009 EDELMAN TRUST BAROMETER

And…
11
DATA FROM DEI WORLDWIDE/OTX “IMPACT OF SOCIAL MEDIA ON PURCH BEHAVIOR”

Another reason: competitors.86% said they intend a spending bump in social programs in ‘10.
E-CONSULTANCY, SOCIAL MEDIA AND PR REPORT, NOVEMBER 2009

13
3. Consumers want to co-create your offering with you.

And you may not even know it.
14

15
4. 2010 is the year to find your voice.

“The only way to put out social media fire is with social media water.”- Ramon DeLeon, Domino’s Pizza

19
5. 2010 is the year to take risks.

“Are you asking for a budget increase?”

54% of companies surveyed have implemented social monitoring.Yet many only listen.
E-CONSULTANCY, SOCIAL MEDIA AND PR REPORT, NOVEMBER 2009

22
6. Fear also creates control issues. But control is gone.

23
7. You need a strong brand now more than ever.

66% of all brand touchpoints are now consumer-generated.
MCKINSEY QUARTERLY, JULY 2009
24

25
8. You don’t need your prospects’ time. You need their trust.

26
2009 EDELMAN TRUST BAROMETER

There’s only really one lever to pull.
27
Source: Agent Wildfire

28
9. 2010 is the year to demonstrate your market intentions.

Consumers want to trust you.
29
2009 EDELMAN TRUST BAROMETER

30
10. 2010 is the year to demonstrate your societal intentions.

83% of consumers are willing to change their consumption habits to make the world a better place.
2008 EDELMAN GOOD PURPOSE STUDY

Globally, 80% of consumers feel that during a recession, it is still important for brands and companies to set aside money for social purpose
2008 EDELMAN GOOD PURPOSE STUDY

33
Of all the tools at our disposal, social tools provide the greatest ability to connect, engage, build trust and demonstrate intent.

DANKE.AND QUESTIONS.
me:twitter.com/weave
company:tribalddb.ca
slides:slideshare.net/weave

About Tribal DDB
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 56 full services offices spanning 38 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.
In short, we are kickin’.
35

Part of a worldwide network of tribes
56 full-service offices
38 countries
1,200+ people

Expertise
Services
Digital brand strategy
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Usability
Interactive advertising
Media planning & buying
Engagement & social marketing strategies
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Community cultivation (via @RadarDDB)
Search engine marketing
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Our North American clients

dzdigger Interesting 1 month ago

Are you sure you want to Yes No

Abhijit0603 This is the Way New Generations Do. 3 months ago

Powershifter Media Corp. at Powershifter Media Corp. Great stuff here Eric. It'll be nice to start talking about the mix again. There was a lot of talk of abandoning some traditional and going for broke with social. It's never a good idea to have everything in one area. Thanks for the hypeless clear view of what's happing in 2010.

JP
Twitter @jaypiddy 2 years ago

Geoff Whitlock , CEO at Social Interactive great collection of information - there is a lot of useful data in this presentation. 2 years ago

Eric Weaver , VP Social Business Strategy & evANTgelist at Ant’s Eye View Michael, if you have time, listen to the slidecast audio and see if your opinion changes. :) 2 years ago

Michael Lis , CEO at SPECK Media ok - final follow up on my end.
1 - agreed, just wanted to make sure you knew.
2 - in represents a composite (or control group). I'll still fight you on this one, take a mid-size company like Pizza Fusion - toe dipping yes, but they are way past just branded messages to consumers.
3 - won't buy that one - Dell, Starbucks, Best Buy - these companies are leaders and should be consider examples to other companies. Yes, they do make mistakes but it goes back to my point - in social media you can make mistakes. These companies have internal social media marketing groups.
4 - closed topic
5 - you do work for one, one that I think still doesn't understand it.

Cheers back - and good discussion. 2 years ago

Eric Weaver , VP Social Business Strategy & evANTgelist at Ant’s Eye View Alright, critical. :)

1. I know. Agreed. If I mention one thing it doesn't mean I don't think there are others.
2. The Fortune 500 in my opinion does not represent the majority of marketing teams. Just the biggest. Many mid-sized firms are toe-dipping but not much more.
3. How about 'early industry leader'?
4. Alright.
5. I'm not an agency. I'm a guy stumbling over semantics from the floor of the Consumer Electronics Show. We're far more in agreement than you think. I just need to get better at being clear.

Cheers from Vegas! 2 years ago

Michael Lis , CEO at SPECK Media I don't think that was too harsh... just a little critical.

I just think you need to read my comments again.

1 - There's more to social media - then social branded content, and branding in general is only the tip of the iceberg when it comes to social media (see product co-creation, customer support).
2 - Majority of marketers are staying away? Name a marketer that doesn't have a twitter account or a facebook page - (see Fortune 500)
3 - I wouldn't call Dell an early adopter, I would call them an industry leader in social media.
4 - When I mentioned there's a lot more work to do convincing companies. I speak of the complete change to (internal & external) social media not just as a marketing channel but as a way of business. Yes, many don't see it that way - but almost all are doing social media in some shape or form.

I'm still skeptical on our agreement. Just like PR Firms I don't think Agencies understand social media - they are ready to sell a client what they think they need and when you speak 'hype' this confirms my assumption. Please don't think that I'm trying to be harsh or picking on you. 2 years ago

Eric Weaver , VP Social Business Strategy & evANTgelist at Ant’s Eye View Wow, Michael, HARSH much? I’m clearly not the best comment writer after a raft of CES parties, but I’d also suggest that that’s a whole lotta judgin’ there, dude. Let me rephrase my comment. — In my opinion, there has been a hype bubble around social media in which the *medium* has been the object of attention. It has been powered by social media proponents (a group in which I include myself) who, in our excitement and use of the tools have built up a lot of noise around the Medium. In my opinion, that hype bubble around the medium has faded. And that’s not a bad thing. — Now, that’s not a judgment against the viability of socially-powered or socially-enabled brand CONTENT, which I think is just getting started and will become the norm. — I also stand by my experience that the *majority* of corporate marketers have largely stayed out of social media, despite the banner early adopter case studies of Dell, Comcast, Sun, Boeing, or whomever. You yourself mention this in your blog: ’There’s still a lot of work that needs to be done in convincing companies about the importance of social media – some companies do “get it” but others view channels like Twitter as just a fad.’ Generally speaking, and despite frequent personal interest, risk aversion has been very high amongst the marketing teams I’ve spoken with to do anything more than a toe-dip. What I didn’t include in my short, ill-composed comment was the fact that in 2009, we started seeing this change. 2010 will bring many more companies onto the social dance floor. But for each Starbucks, there have been 200 more wait-and-seers holding out for fear of privacy issues, litigation or just making a mistake. Much of my work time is spent trying to help them past that aversion. — And I never said social media was merely an engagement channel. Obviously there are myriad corporate uses. — From your blog, Michael, we’re in FAR more agreement than disagreement. The audio track that will go up this weekend will provide more clarity for visitors to understand my perspective. The clarity should hopefully improve post-CES. :) 2 years ago

Michael Lis , CEO at SPECK Media I disagree with you that social media lives in a hype bubble and that it's powered by early adopters. To the contrary, social media has been around a long time, the term was first coined after Linkedin was started in 2004 (so that would be almost 6 years that it's been around). As far as early adopters go - I can name at least 20 Fortune 500 companies that use social media channels and tactics. Many of which have used them for the past 3 years.

I also disagree that social media is simply an engagement mechanism - social media is so dynamic that companies use it for product co-creation and customer support.

I would hold back on giving people the full-picture until you fully understand it yourself. 2 years ago

Ten Things Marketers Need to Know in '10

by Eric Weaver on Jan 06, 2010

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