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Humber Presentation - Sean Moffitt

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26 Trends …

26 Trends
36 Reasons Why People Buzz
15 Pieces of Career Advice for PR

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  • 1. 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
  • 2. Who Am I – Sean Moffitt
    The Most Interesting Man in the
    World
    The Most Interesting Word of Mouth
    Man in the World
  • 3. Who Am I – Sean Moffitt
  • 4. The Future of Social Networking in the Year 3000
  • 5. Our Mission @ Agent Wildfire
    “Get
    Noticed”
    “Get Talked
    About”
    “Get
    Advocated”
  • 6. Agent Wildfire…We Do This…We Do It Well
    Attention Overload
    Buzz Marketing
    Customer Collaboration
    Social Media
    Brand Communities
    Influencer Marketing
    Product Seeding
    Referral Programs
    Social Networks
    Grassroots/Cause
    Marketing
    Experiential
    Marketing
    Viral
    Marketing
    User Generated
    Content
  • 7. 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.”
  • 8. An Unbelievable Offer
    15 Pieces of Career Advice
    36 Reasons Why People Talk
    26 Bankable Trends
  • 9. 9
    WHAT’s NEXT IN SOCIAL MEDIA, WORD OF MOUTH & COMMUNITY BUILDING
  • 10. 1. What forms of social media/WOM will experience the biggest growth in the next few years?
  • 11. 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
  • 12. 2. The biggest changes in culture, media and the marketplace causing a rise in social media/WOM?
  • 13. 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
  • 14. 3. The biggest obstacles that continue to exist in implementing social media/WOM in your company/clients?
  • 15. 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
  • 16. 4. The biggest sins of the social media practitioner?
  • 17. 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
  • 18. 5. The Most Important Word of Mouth Attributes?
  • 19. 5 Most important Word of mouth attribute (in order of priority):
    1. Conversation worthy idea/concept*
    2. Great product/brand
    3. Customer/member experience provided
    4. The People who Participate*
    5. The Culture of a company*
    6. A strong word of mouth generation process
    7. Research/analysis/learning
    Source: Agent Wildfire Buzz Report 2009
  • 20. 6. Most frequently stated objective for launching a social media/WOM initiative?
  • 21. 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
  • 22. 22
    7. Beliefs:
    Source: Agent Wildfire Buzz Report 2009
  • 23. Should we Talk About The Elephant in the Room?
  • 24. The economy is bad…like really bad
  • 25. 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%
  • 26. 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
    • 27. 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%
  • 28. There is hope…
    …Don’t Despair, 26 trends to capitalize on
  • 29. Attention Overload
    3,000 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
  • 30. We are Digitally Media Addicted
  • 31. Attention Overload
    Overcoming
    Filters
    More Volume
    Captive Audience
    …Be the First
    …Get Clever
    …Learn SEO,
    Get networked
  • 32. Brand Community Building
  • 33. Brand Community Building
    Finance- Wells Fargo
    Stagecoach Island
    Hospitality –
    My Starbucks Idea
    Running - Nike Plus
    B-to-B
    - Intuit Quickbooks Community
    Travel – Starwood’s
    The Lobby
    Automotive - Camp Jeep
    Tech – Dell Ideastorm
    eCommerce – eBay Powersellers
    Mobile – Virgin Insiders
  • 34. Customer Centricity
    Percentage 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%
  • 35. CEOs – The Most Critical Driver to Achieving Growth
    Business Strategy
    Customer Service
    Customer Experience
    Sales Force
    Marketing Strategy
    Product development
    Pricing
    Distribution
    Advertising
    Promotions
    19%
    16%
    15%
    11%
    11%
    7%
    5%
    4%
    ?
    ?
  • 36. Democratized Advertising & Marketing
  • 37. Walker’s Crisps – User Generated Content
  • 38. The Rise of User Generated Media
    Net Generation
    Source: Harrison Group
  • 39. Experiences
    • of consumers who say majority of customer experiences are “bland” Source: Gallup
    49%
    69%
    - Of consumers who say emotions account for ½ of their customer experience Source: Strategic Resource Development Group, 2006
    Of consumers who had a negative service experience in the past year AND those that subsequently severed the relationship Source: Customer Focus
    96&80%
  • 40. Experiences
  • 41. Free Agent Agency Enterprise
  • 42. Free Agent Agency Enterprise
    Watching/Reading
    Content
    Creating Personal
    Content
    Reading/Posting
    Message Boards
    Watching
    TV Online
    Socializing
    Watching Video
    Streaming
    (i.e. YouTube)
    Playing Online
    Games
    Maintaining/
    Sharing Photos
    Keeping a Blog
  • 43. Generation Y Impacts
  • 44. Generation Y Impacts
  • 45. Generation Y Impacts
  • 46. Humanization of Brand
  • 47. So True…
  • 48. Influencers
    “The Ones Who Create Ideas”
    “The Ones Who Provide
    Credibility”
    “The Ones Who Spot & Scout New Stuff”
    “The Ones Who Connect & Spread the Word”
    “The Ones Who Sell and Lead Opinions”
    “The Ones Who Attract
    Attention”
  • 49. 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”
    • 50. Influencers are 2x more active, more conversational and/or more brand-involved than the mainstream consumer
  • Influencers
    Scout/
    Mystery
    Shopper
    Thinktank/
    Sounding
    Board
    Turning Users, Customers and
    Consumers
    User
    Customer
    Consumer
    Into Authors, Producers, Scouts, Testers and Collaborators & Broadcasters
    Collaborator/Producer
    Community
    Member/
    VIP Insider
    Influencer
    Evangelist/
    Ambassador/
    Advocate
    Into Community Members, Advocates, Ambassadors
    and Evangelists
    Seeded
    Adopter/
    Beta Tester
    AdvisoryCouncil/
    Cause
    Torchbearer
  • 51. Joint Ventures
  • 52. Karma Capitalism
  • 53. Local is Where It’s At
  • 54. Mobile Marketing
  • 55. Mobile Marketing
  • 56. Networking Integration
  • 57. Online Spending
    If 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?
  • 58. Psychographic Targeting/Profiling
  • 59. Quasi Profile
  • 60. Reputation Management
  • 61. Semantic Web
  • 62. Transparency/Authenticity
    • 61% of people claim to buy the same brands as their friends (+28 pts. Vs. 4 years ago)
    • 63. 90% trust their spouse
    • 64. 82% trust their friends
    • 65. 60% of people have a much more negative view of marketing and advertising than a few years ago
    • 66. 27% trust manufacturers
    • 67. 14% trust ads
    • 68. 8% trust celebrities
  • Transparency/Authenticity
    You supply commodiities
    - Available
    You control goods
    - Cost
    You improve services
    - Quality
    But you render experiences
    - Authenticity
  • 69. Transparency/Authenticity
  • 70. Uber Connectedness
    • 3.8 billion cell phone users
    • 71. 1.6 billion Internet users
    • 72. 1.1 billion social network members
    • 73. 200+ million blogs
    • 74. Ave. No. of Blog links - 12
    • 75. Ave. No. of Facebookfriends/Twitter Follows – 120/70
    • 76. No. of Per Person Brand-Related Conversations Each Year – 4,650
  • Visual
  • 77. Word of Mouth
    Expected 5 year
    Compound Annual Growth Rate
    Word of Mouth 27%
    Internet/Mobile 14%
    Branded Entertainment 13%
    Custom Publishing 11%
    Out of Home 10%
    Source: Veronis Suhler Stevenson
  • 78. XX
  • 79. You Do It
  • 80. Zopa
  • 81. Future Marketing Tactics
    What 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
  • 82.
  • 83. Career/Interviewing Advice
    • Network like crazy- build a weak tie network
    • 84. Get social network deep - Twitter/LinkedIn/Facebook/Flickr/YouTube/Digg
    • 85. Be on Facebook, don’t be too drunk on Facebook
  • Career/Interviewing Advice
    • Reinvent the Resume (Resume 2.0)
    • 86. Volunteer for something good
    • 87. Be vigilant on follow up
    • 88. Attend events – MESH, CMA, Camps, Twitterbrunch, Netchange, LOKU30
  • Career/Interviewing Advice
    • Have a game plan
    • 89. Anticipate the big questions
    • 90. Do your Google homework
    • 91. Take a web course, any web course
    • 92. Don’t take a first job beneath you
  • Career/Interviewing Advice
    • Meet one new senior person every month
    • 93. Negotiate for exposure, but don’t be a pest
    • 94. Be different – bring a portfolio, a plan, wear something different, strike a bargain
    • 95. If failing, let it hang out, show your passion
  • The Kickass Offer
  • 96.
  • 97. Let’s Start Your Next Brand Conversation…
    Inquire: info (at) agentwildfire.com
    Phone: 416-255-4500
    URL: www.AgentWildfire.com
    Join: www.TheInfluencers.ca
    Blog: http://BuzzCanuck.typepad.com/
    http://www.spreadslikewildfire.com/
    Explore: The Buzz Report (e-newsletter)
    Signup at www.AgentWildfire.com
    Learn: Executive, WOM Seminars
    79