UW Podcasting Class Presentation

Slide 1: PODCASTING AS A PART OF SOCIAL MARKETING ERIC WEAVER EDELMAN DIGITAL

Slide 2: TODAY The Ramblings of a Reformed (M)adman  Let’s examine this business of marketing from 10000’  Look at the massive sea change in the way consumers seek out, study, and share offerings of value  Look at new tools for market engagement

Slide 3: But first…  Let’s look at the transformation brought about by the online world.

Slide 4: WHERE WE ARE YESTERDAY The State of the Outbound Voice  Highly refined  Entire industries built around channel tools Specialist agencies that gave way to the idea/promise of integrated marketing firms  Buzzword bingo  Effective voice + market impact = job security

Slide 5: The State of Your Market  Attention-deficit  Fragmented by niche interests  Feeling time-starved Girl Scouts merit badge Cell phone in the john  Distrustful  Spoiled by customization and media  “Snack-media” consumers

Slide 6: Tools of the Market  SEARCH lets them find things and people of interest; shared affinity and relevance  EXPRESSION through blogs, podcasts, opinion/ranking sites, online communities THE BIG DUH:  SHARING items of value or To get what they want, consumers interest; love….and hate generally don’t need marketing.

Slide 7: YET MARKETING TOOLKIT IS LARGELY UNCHANGED Tools of the Outbound Voice  Advertising  Direct Mail/Email Marketing  Events & Promotions  Online Ads/Sponsorships  Public Relations  Creative Services & Branding

Slide 8: HOW HAVE MARKETERS REACTED? Old-Skool Tactics to Get Noticed, Compel  Interrupt Telesales, blow cards, unusual placement  Shout Billy Mays, commercial volume, flashing LED billboards  Beg Offers, deals  Stalk Surveys, pref/behavioral tracking Beacon “I’LL MAKE YOU LOVE ME!!!” Visitor analytics Blogger monitoring

Slide 9: STILL NOT GETTING IT That’s some tasty Kool-Aid®  RyanAir: “The Aeropanel® offers a unique and exciting advertising format in an uncluttered, relaxed and comfortable environment.”

Slide 10: STILL NOT GETTING IT Control issues  Display ads during TiVo FFWD  No FFWD for YOU! KFC McDonald’s?  When all else fails Ban TiVo H.R. 2391: Make it illegal to 

Slide 11: But you can’t control the customers’ voice.  Word of mouth is not some hot new marketing craze.  It’s been around since people began to speak.  Word of mouth is not something marketers do to consumers.  It’s what consumers do with each other.  Word of mouth is not a strategy. Nor a tactic. IT’S AN OUTCOME.

Slide 12: Understanding the Customer’s Voice Two-thirds of people’s conversations concern social issues. Or experiences they’ve had.* about what’s Of course, companies, products REMARKABLE and services often make their way into those conversations. What’s changed: technologies that speed up and spread the love. Or the love lost. (*) BRITISH SOCIAL SCIENTIST ROBIN DUNBAR, “Grooming, Gossip and the Evolution of Language”, 1996.

Slide 13: Example of love lost  Sometimes one consumer can change a mega corporation, within weeks  (LINK: Justine Ezarik and her iPhone bill)

Slide 14:  Sometimes one consumer can make you look bad, for years  Why so powerful? Because 1) the Net is the first place people look, and 2) search lurrrves conversations!  (LINK: Comcast technician sleeping)

Slide 15: The new reality: MANY VOICES. OLD SKOOL: the Pyramid of Influence NEW SKOOL: a Sphere of Cross-Talk Opinion-Forming Elite

Slide 16:  People turn to peers for word-of-mouth recommendations When there are  They also do this when: more voices in the  Risk is higher mix…  More choices to review and filter  They have less time to research

Slide 17: Social endorsement trumps marketing 60% believe what “a person like me” says about an organization (up from 51% in 2007) LEAST CREDIBLE: corporate or product advertising (22% of ages 25-34)… hey, that’s us! SOURCE: 2008 Edelman Trust Barometer

Slide 18: Word-of-mouth isn’t just influential. It’s widely shared. 56% of opinion elites aged 35-64 and 63% of elites aged 25-34 were “likely to share their opinions and experiences about companies they trust or distrust ON THE WEB.”* *SOURCE: 2008 Edelman Trust Barometer

Slide 19: Social tools drive research and consideration. 72% use social tools to research a company’s reputation for customer care before making a purchase* *SOURCE: 2008 UMass Study

Slide 20: Ultimately, social endorsement drives trust. 78% of opinion elites aged 35-64 and 83% of elites aged 25-34 were “likely to trust what they have seen, read or heard about a company if someone they know has already mentioned it to them.”* *SOURCE: 2008 Edelman Trust Barometer

Slide 21: And trust drives preference. 88% of opinion elites choose to buy from companies they trust. 85% refuse to The bottom line: buy from companies they distrust.* Trust drives transactions. *SOURCE: 2008 Edelman Trust Barometer

Slide 22: So what’s “Social Marketing?” The use of peer-to-peer engagement, dialogue and connective tools to help your offering be found, be relevant, be promoted and be purchased.

Slide 23: Six Social Marketing Tenets 1. BE FOUND  Search engine optimization  Participate in communities where offering would be of direct value  Video? YouTube. Podcasts? iTunes. Presentations? Slideshare. 2. BE PORTABLE  Nuggetize!  Full tagging of content  Value over slickness 3. BE AN ADVOCATE – no hint of self-interest 4. LISTEN AND ENGAGE 5. BE SHARABLE – leverage people 6. BE PROACTIVE – now’s the time!

Slide 24: MAKING THE MOVE TO SOCIAL MARKETING Social marketing toolkit SOCIAL MEDIA/CHANNELS VENUES  BLOGS  SOCIAL NETWORKS  MICROBLOGGING  ex. FaceBook, MySpace, Bebo  DIGITAL AUDIO/VIDEO  TOPICAL COMMUNITIES  PODCASTS (subscribable audio &  MEDIA COMMUNITIES video)  YouTube, Revver, iTunes  WIKIS  OPINION/RANKING SITES  Amazon, Digg  SHARING SITES  Del.icio.us, StumbleUpon

Slide 25: MAKING THE MOVE TO SOCIAL MARKETING Content Distribution: Podcasting  Portable audio or video, saved as MP3 or MP4 files  Usually topical a la radio or TV shows  Available on a server  Available as part of a feed Feed is online, findable  Surpassed # of radio stations in 2006  18.5MM listeners in 2007  This will become ubiquitous  DEMO: Podcasting in Plain English  DEMO: Whirlpool podcast  DEMO: Utterz podcasting tool

Slide 26: MAKING THE MOVE TO SOCIAL MARKETING Business Benefits  THE POWER OF VOICE  FINANCIAL BENES  Intimate, friendly  Opt-in means higher interest,  Trust-building via that JNSQ conversion if that’s the goal  More engaging than text  Inexpensive to produce  Multi-tasking friendly  Replace streamed media  CONVENIENCE  Hands-free  Timeshifted  Placeshifted  Portable

Slide 27: MAKING THE MOVE TO SOCIAL MARKETING Enterprise Podcasting  Brand Marketing  Product Marketing  Brand awareness  Product How-Tos  Acuvue  Promotional Podcasts  CEO commentary and thought  HP computers, cameras pieces  Product Launches  GM, Pitney Bowes  Consumer How-tos  EPA recycling, EnergyStar  Consumer lifestyle programming  Whirlpool  Thought leadership pieces  Deloitte  Microsoft IT Manager

Slide 28: MAKING THE MOVE TO SOCIAL MARKETING Enterprise Podcasting  Investor Relations Quarterly earnings calls CEO investor/analyst interviews IBM  Training Sales Training Storyquest.us Distance Learning On-Location Operational Training

Slide 29: MAKING THE MOVE TO SOCIAL MARKETING Best Practices  Professional sound But not fake  Personality is key  Topical and tagged  Minimize/prevent pushy sales pitches

Slide 30: Podcasting in the Emerald City  Seattle Podcasting Network EVENTS  Microsoft  Ignite! Seattle  Isolated pockets  Seattle Mindcamp  Microsoft Studios  Seattle Net Tuesday  Microsoft Academy  Podcast Hotel  Software Firms  Gnomedex  PodcastStation  PodCamp Seattle?  Realty Podcasts

Slide 31: MAKING THE MOVE TO SOCIAL MARKETING With social marketing, everyone wins  Marketers can more fully engage markets, have customers become advocates, show innovation, forward thinking, extend brand without increasing marketing spend  Content appears in more channels Lives on your sites, on enthusiasts’ sites, on cell phones, PSPs  Inexpensive market test compared to traditional marketing efforts  Co-created brands can have additional “enthusiast inertia”

Slide 32: To recap  Traditional monologue is not working. It often spreads distrust.  People are talking outside of your control. By acting as their advocate, you will be part of their conversation. Leverage them!  Word-of-mouth activation leads to trust, trust leads to revenue.  So recognize the changing realities of the customer & influence.  Adopt methods that make it easy to be recommended.  Effort spent on engagement and dialogue will pay off in social upside.

Slide 33: QUESTIONS? BFFs! HTTP:// PROFILE.TO / WEAVE SLIDES: HTTP:// SLIDESHARE.NET / WEAVE STATS: HTTP:// WWW.EDELMAN.COM / TRUST ERIC.WEAVER@EDELMAN.COM THANK YOU.