What’s Next in Marketing, Communications & Media – The Trends that are Going to Drive Business ….and Your Career Forward - A Presentation by Agent Wildfire to Humber College

Who Am I – Sean MoffittThe Most Interesting Man in the WorldThe Most Interesting Word of MouthMan in the World

Who Am I – Sean Moffitt

The Future of Social Networking in the Year 3000

Our Mission @ Agent Wildfire“Get Noticed”“Get TalkedAbout”“Get Advocated”

Agent Wildfire…We Do This…We Do It WellAttention OverloadBuzz MarketingCustomer CollaborationSocial MediaBrand CommunitiesInfluencer MarketingProduct SeedingReferral ProgramsSocial NetworksGrassroots/CauseMarketingExperientialMarketingViral MarketingUser Generated Content

We heart PR“Advertising has no credibility with consumers, who are increasingly skeptical of its claims and whenever possible are inclined to reject its messages.Publicity, on the other hand, provides the credentials that create credibility…. To get something going from nothing, you need the validity that only third party endorsements can bring.”

An Unbelievable Offer15 Pieces of Career Advice36 Reasons Why People Talk26 Bankable Trends

9WHAT’s NEXT IN SOCIAL MEDIA, WORD OF MOUTH & COMMUNITY BUILDING

1. What forms of social media/WOM will experience the biggest growth in the next few years?

1. What forms of social media/WOM will experience the biggest growth in the next few years?1. Social Network Marketing 36%2. Social Media (blogs/podcasts) 35% 3. Mobile Marketing 34%*4. Customer/User Generated Content 30%*5. Influencer marketing 27%6. Brand communities/networks 21%*7. Brand entertainment/advergaming16%Source: Agent Wildfire Buzz Report 2009

2. The biggest changes in culture, media and the marketplace causing a rise in social media/WOM?

2. The biggest changes in culture, media and the marketplace causing a rise in social media/WOM?1. Rise of Social Networks 36%*2. Rise in New Tech./Media 29% 3. Web 2.0/Prosumer 27%4. Media fragmentation/clutter 27%5. Mass marketing effectiveness down 26%6. Loss of trust/credibility 23%7. Waning attention to media/messages 23%Source: Agent Wildfire Buzz Report 2009

3. The biggest obstacles that continue to exist in implementing social media/WOM in your company/clients?

3. The biggest obstacles that continue to exist in implementing social media/WOM in your company/clients?1. Inability to measure 40%2. Lack of budgets 31% 3. No accepted standards/benchmarks 29%*4. Fear of loss of control 29%5. Inability for culture to accept 25%6. Technical skills/expertise not in place 23%*7. Do not understand diff. bet. Mass marketing 21%*Source: Agent Wildfire Buzz Report 2009

4. The biggest sins of the social media practitioner?

4. Biggest sins of a social media/WOM practitioner :1. Lack of authenticity 65%*2. Lieing about identity 51% 3. Not creating 2-way dialogue 47%4. Not having a strategy 38%*5. Not measuring what happens 35%*6. No link to business objectives 29%7. Not changing company practice because of it 28%Source: Agent Wildfire Buzz Report 2009

5. The Most Important Word of Mouth Attributes?

5 Most important Word of mouth attribute (in order of priority):1. Conversation worthy idea/concept* 2. Great product/brand 3. Customer/member experience provided4. The People who Participate*5. The Culture of a company*6. A strong word of mouth generation process7. Research/analysis/learningSource: Agent Wildfire Buzz Report 2009

6. Most frequently stated objective for launching a social media/WOM initiative?

6. Most frequently stated objective for launching a social media/WOM initiative:1. Awareness/buzz/publicity 39%* 2. Leads/referrals/members 33%3. Loyalty/affinity/lifetime value 29% 4. Participate in dialogue/conversation 28%*5. Seed influencers/incubate ambassadors 24%6. Launch products/services/ideas/news 22%7. Build better customer experiences 21%8. Accelerate sales/revenue 18%*9. Target specific tough to reach audiences 18%Source: Agent Wildfire Buzz Report 2009

227. Beliefs:Source: Agent Wildfire Buzz Report 2009

Should we Talk About The Elephant in the Room?

The economy is bad…like really bad

Yikes, Advertising is taking it on the chin…Group M forecasts a drop of 3.2% in 2009, Zenith Optimedia5.7% down and Morgan Stanley could envision a 10% drop --- the actual drop in first quarter was down 14%

Group M forecasts a drop of 3.2% in 2009, Zenith Optimedia5.7% down and Morgan

How will we carve up the pie…Well, we’ll be eating less media: 93% of CMOs believe the economy will have a significant/moderate impact on their budgets 70% of CMOs plan on reducing their marketing spending

93% of CMOs believe the economy will have a significant/moderate impact on their budgets

70% of CMOs plan on reducing their marketing spending

Another change you can believe in …Canadian Marketers plan on spending more/less in 2009:MoreLess Newspaper 5% 32% Radio 5% 33% TV 4% 37% Magazines 3% 39%Social Media 23% 16%

Canadian Marketers plan on spending more/less in 2009:

There is hope……Don’t Despair, 26 trends to capitalize on

Attention Overload3,000 ads get pushed at us each day - 6 times the volume vs. 40 years ago…the tougher it is to breakthrough, the more we do and invest

We are Digitally Media Addicted

Attention OverloadOvercomingFiltersMore VolumeCaptive Audience…Be the First…Get Clever…Learn SEO,Get networked

Brand Community Building

Brand Community BuildingFinance- Wells Fargo Stagecoach IslandHospitality – My Starbucks IdeaRunning - Nike PlusB-to-B - Intuit Quickbooks CommunityTravel – Starwood’s The LobbyAutomotive - Camp JeepTech – Dell IdeastormeCommerce – eBay PowersellersMobile – Virgin Insiders

Customer CentricityPercentage of executives who believe the Customer Experience is the new battleground - 95%Percentage that believe they are delivering a positive customer experience - 80%Percentage of their customers who agree - 8%

CEOs – The Most Critical Driver to Achieving GrowthBusiness StrategyCustomer ServiceCustomer ExperienceSales ForceMarketing StrategyProduct developmentPricingDistributionAdvertisingPromotions19%16%15%11%11%7%5%4%??

Democratized Advertising & Marketing

Walker’s Crisps – User Generated Content

The Rise of User Generated MediaNet GenerationSource: Harrison Group

Experiences of consumers who say majority of customer experiences are “bland” Source: Gallup49%69%- Of consumers who say emotions account for ½ of their customer experience Source: Strategic Resource Development Group, 2006Of consumers who had a negative service experience in the past year AND those that subsequently severed the relationship Source: Customer Focus 96&80%

of consumers who say majority of customer experiences are “bland” Source: Gallup

Experiences

Free Agent Agency Enterprise

Free Agent Agency EnterpriseWatching/ReadingContentCreating PersonalContentReading/PostingMessage BoardsWatchingTV OnlineSocializingWatching VideoStreaming(i.e. YouTube)Playing OnlineGamesMaintaining/Sharing PhotosKeeping a Blog

Generation Y Impacts

Generation Y Impacts

Generation Y Impacts

Humanization of Brand

So True…

Influencers“The Ones Who Create Ideas”“The Ones Who ProvideCredibility”“The Ones Who Spot & Scout New Stuff”“The Ones Who Connect & Spread the Word”“The Ones Who Sell and Lead Opinions”“The Ones Who AttractAttention”

The Law of a Few- 70% of Wikipedia’s content is produced by 1.7% of its audience Top ranked Influencer belief – “I love talking to others about things I’ve just discovered” Influencers are 2x more active, more conversational and/or more brand-involved than the mainstream consumer

Top ranked Influencer belief – “I love talking to others about things I’ve just discovered”

Influencers are 2x more active, more conversational and/or more brand-involved than the mainstream consumer

InfluencersScout/MysteryShopperThinktank/SoundingBoardTurning Users, Customers andConsumers UserCustomerConsumerInto Authors, Producers, Scouts, Testers and Collaborators & Broadcasters Collaborator/ProducerCommunityMember/VIP InsiderInfluencerEvangelist/Ambassador/AdvocateInto Community Members, Advocates, Ambassadors and EvangelistsSeededAdopter/Beta TesterAdvisoryCouncil/CauseTorchbearer

Joint Ventures

Karma Capitalism

Local is Where It’s At

Mobile Marketing

Mobile Marketing

Networking Integration

Online SpendingIf we spend 30% of our media time online…8-12%30%…why do we only spend less than 8-12% of our budgets on web media?

Psychographic Targeting/Profiling

Quasi Profile

Reputation Management

Semantic Web

Transparency/Authenticity 61% of people claim to buy the same brands as their friends (+28 pts. Vs. 4 years ago) 90% trust their spouse 82% trust their friends60% of people have a much more negative view of marketing and advertising than a few years ago27% trust manufacturers 14% trust ads 8% trust celebrities

61% of people claim to buy the same brands as their friends (+28 pts. Vs. 4 years ago)

90% trust their spouse

82% trust their friends

60% of people have a much more negative view of marketing and advertising than a few years ago

27% trust manufacturers

14% trust ads

8% trust celebrities

Transparency/AuthenticityYou supply commodiities - AvailableYou control goods - CostYou improve services - QualityBut you render experiences - Authenticity

Transparency/Authenticity

Uber Connectedness3.8 billion cell phone users1.6 billion Internet users1.1 billion social network members200+ million blogs Ave. No. of Blog links - 12 Ave. No. of Facebookfriends/Twitter Follows – 120/70 No. of Per Person Brand-Related Conversations Each Year – 4,650

3.8 billion cell phone users

1.6 billion Internet users

1.1 billion social network members

200+ million blogs

Ave. No. of Blog links - 12

Ave. No. of Facebookfriends/Twitter Follows – 120/70

No. of Per Person Brand-Related Conversations Each Year – 4,650

Visual

Word of MouthExpected 5 year Compound Annual Growth RateWord of Mouth 27%Internet/Mobile 14%Branded Entertainment 13%Custom Publishing 11%Out of Home 10%Source: Veronis Suhler Stevenson

XX

You Do It

Zopa

Future Marketing TacticsWhat forms of word of mouth will experience the most growth in the next few years ? (top 3 choices)Social media marketing 37%Social network marketing 35%Mobile marketing 34%User-generated Content 31%Influencer marketing 28%Brand communities 20%Customer forums 17%Branded entertainment 16%Cause-related marketing 14%Brand microblogging 14%Buzz marketing 13%Corporate/brand blogging 11%Source: Agent Wildfire

Career/Interviewing Advice Network like crazy- build a weak tie networkGet social network deep - Twitter/LinkedIn/Facebook/Flickr/YouTube/Digg Be on Facebook, don’t be too drunk on Facebook

Network like crazy- build a weak tie network

Get social network deep - Twitter/LinkedIn/Facebook/Flickr/YouTube/Digg

Be on Facebook, don’t be too drunk on Facebook

Career/Interviewing Advice Reinvent the Resume (Resume 2.0) Volunteer for something good Be vigilant on follow up Attend events – MESH, CMA, Camps, Twitterbrunch, Netchange, LOKU30

Reinvent the Resume (Resume 2.0)

Volunteer for something good

Be vigilant on follow up

Attend events – MESH, CMA, Camps, Twitterbrunch, Netchange, LOKU30

Career/Interviewing Advice Have a game plan Anticipate the big questions Do your Google homework Take a web course, any web course Don’t take a first job beneath you

Have a game plan

Anticipate the big questions

Do your Google homework

Take a web course, any web course

Don’t take a first job beneath you

Career/Interviewing Advice Meet one new senior person every month Negotiate for exposure, but don’t be a pest Be different – bring a portfolio, a plan, wear something different, strike a bargain If failing, let it hang out, show your passion

Meet one new senior person every month

Negotiate for exposure, but don’t be a pest

Be different – bring a portfolio, a plan, wear something different, strike a bargain

If failing, let it hang out, show your passion

The Kickass Offer

Let’s Start Your Next Brand Conversation…Inquire: info (at) agentwildfire.comPhone: 416-255-4500URL: www.AgentWildfire.comJoin: www.TheInfluencers.caBlog: http://BuzzCanuck.typepad.com/http://www.spreadslikewildfire.com/Explore: The Buzz Report (e-newsletter) Signup at www.AgentWildfire.com Learn: Executive, WOM Seminars79