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Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
Humber Presentation - Sean Moffitt
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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 &amp; Media <br />– The Trends that are Going to Drive Business ….<br />and Your Career Forward - <br />A Presentation by Agent Wildfire to Humber College<br />
  • 2. Who Am I – Sean Moffitt<br />The Most Interesting Man in the <br />World<br />The Most Interesting Word of Mouth<br />Man in the World<br />
  • 3. Who Am I – Sean Moffitt<br />
  • 4. The Future of Social Networking in the Year 3000<br />
  • 5. Our Mission @ Agent Wildfire<br />“Get<br /> Noticed”<br />“Get Talked<br />About”<br />“Get <br />Advocated”<br />
  • 6. Agent Wildfire…We Do This…We Do It Well<br />Attention Overload<br />Buzz Marketing<br />Customer Collaboration<br />Social Media<br />Brand Communities<br />Influencer Marketing<br />Product Seeding<br />Referral Programs<br />Social Networks<br />Grassroots/Cause<br />Marketing<br />Experiential<br />Marketing<br />Viral <br />Marketing<br />User Generated <br />Content<br />
  • 7. We heart PR<br />“Advertising has no credibility with consumers, who are increasingly skeptical of its claims and whenever possible are inclined to reject its messages.<br />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.”<br />
  • 8. An Unbelievable Offer<br />15 Pieces of Career Advice<br />36 Reasons Why People Talk<br />26 Bankable Trends<br />
  • 9. 9<br />WHAT’s NEXT IN SOCIAL MEDIA, WORD OF MOUTH &amp; COMMUNITY BUILDING<br />
  • 10. 1. What forms of social media/WOM will experience the biggest growth in the next few years?<br />
  • 11. 1. What forms of social media/WOM will experience the biggest growth in the next few years?<br />1. Social Network Marketing 36%<br />2. Social Media (blogs/podcasts) 35% <br />3. Mobile Marketing 34%*<br />4. Customer/User Generated Content 30%*<br />5. Influencer marketing 27%<br />6. Brand communities/networks 21%*<br />7. Brand entertainment/advergaming16%<br />Source: Agent Wildfire Buzz Report 2009<br />
  • 12. 2. The biggest changes in culture, media and the marketplace causing a rise in social media/WOM?<br />
  • 13. 2. The biggest changes in culture, media and the marketplace causing a rise in social media/WOM?<br />1. Rise of Social Networks 36%*<br />2. Rise in New Tech./Media 29% <br />3. Web 2.0/Prosumer 27%<br />4. Media fragmentation/clutter 27%<br />5. Mass marketing effectiveness down 26%<br />6. Loss of trust/credibility 23%<br />7. Waning attention to media/messages 23%<br />Source: Agent Wildfire Buzz Report 2009<br />
  • 14. 3. The biggest obstacles that continue to exist in implementing social media/WOM in your company/clients?<br />
  • 15. 3. The biggest obstacles that continue to exist in implementing social media/WOM in your company/clients?<br />1. Inability to measure 40%<br />2. Lack of budgets 31% <br />3. No accepted standards/benchmarks 29%*<br />4. Fear of loss of control 29%<br />5. Inability for culture to accept 25%<br />6. Technical skills/expertise not in place 23%*<br />7. Do not understand diff. bet. Mass marketing 21%*<br />Source: Agent Wildfire Buzz Report 2009<br />
  • 16. 4. The biggest sins of the social media practitioner?<br />
  • 17. 4. Biggest sins of a social media/WOM practitioner :<br />1. Lack of authenticity 65%*<br />2. Lieing about identity 51% <br />3. Not creating 2-way dialogue 47%<br />4. Not having a strategy 38%*<br />5. Not measuring what happens 35%*<br />6. No link to business objectives 29%<br />7. Not changing company practice because of it 28%<br />Source: Agent Wildfire Buzz Report 2009<br />
  • 18. 5. The Most Important Word of Mouth Attributes?<br />
  • 19. 5 Most important Word of mouth attribute (in order of priority):<br />1. Conversation worthy idea/concept* <br />2. Great product/brand <br />3. Customer/member experience provided<br />4. The People who Participate*<br />5. The Culture of a company*<br />6. A strong word of mouth generation process<br />7. Research/analysis/learning<br />Source: Agent Wildfire Buzz Report 2009<br />
  • 20. 6. Most frequently stated objective for launching a social media/WOM initiative?<br />
  • 21. 6. Most frequently stated objective for launching a social media/WOM initiative:<br />1. Awareness/buzz/publicity 39%* <br />2. Leads/referrals/members 33%<br />3. Loyalty/affinity/lifetime value 29% <br />4. Participate in dialogue/conversation 28%*<br />5. Seed influencers/incubate ambassadors 24%<br />6. Launch products/services/ideas/news 22%<br />7. Build better customer experiences 21%<br />8. Accelerate sales/revenue 18%*<br />9. Target specific tough to reach audiences 18%<br />Source: Agent Wildfire Buzz Report 2009<br />
  • 22. 22<br />7. Beliefs:<br />Source: Agent Wildfire Buzz Report 2009<br />
  • 23. Should we Talk About The Elephant in the Room?<br />
  • 24. The economy is bad…like really bad<br />
  • 25. Yikes, Advertising is taking it on the chin…<br /><ul><li>Group M forecasts a drop of 3.2% in 2009, Zenith Optimedia5.7% down and Morgan </li></ul>Stanley could envision a 10% drop <br />--- the actual drop in first quarter was down 14%<br />
  • 26. How will we carve up the pie…<br />Well, we’ll be eating less media:<br /><ul><li> 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 </li></li></ul><li>Another change you can believe in …<br /><ul><li>Canadian Marketers plan on spending more/less in 2009:</li></ul>MoreLess<br /> Newspaper 5% 32%<br /> Radio 5% 33%<br /> TV 4% 37%<br /> Magazines 3% 39%<br />Social Media 23% 16%<br />
  • 28. There is hope…<br />…Don’t Despair, 26 trends to capitalize on<br />
  • 29. Attention Overload<br />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<br />
  • 30. We are Digitally Media Addicted<br />
  • 31. Attention Overload<br />Overcoming<br />Filters<br />More Volume<br />Captive Audience<br />…Be the First<br />…Get Clever<br />…Learn SEO,<br />Get networked<br />
  • 32. Brand Community Building<br />
  • 33. Brand Community Building<br />Finance- Wells Fargo <br />Stagecoach Island<br />Hospitality – <br />My Starbucks Idea<br />Running - Nike Plus<br />B-to-B <br />- Intuit Quickbooks Community<br />Travel – Starwood’s<br /> The Lobby<br />Automotive - Camp Jeep<br />Tech – Dell Ideastorm<br />eCommerce – eBay Powersellers<br />Mobile – Virgin Insiders<br />
  • 34. Customer Centricity<br />Percentage of executives who believe the Customer Experience is the new battleground <br />- 95%<br />Percentage that believe they are delivering a positive customer experience - 80%<br />Percentage of their customers who agree - 8%<br />
  • 35. CEOs – The Most Critical Driver to Achieving Growth<br />Business Strategy<br />Customer Service<br />Customer Experience<br />Sales Force<br />Marketing Strategy<br />Product development<br />Pricing<br />Distribution<br />Advertising<br />Promotions<br />19%<br />16%<br />15%<br />11%<br />11%<br />7%<br />5%<br />4%<br />?<br />?<br />
  • 36. Democratized Advertising &amp; Marketing<br />
  • 37. Walker’s Crisps – User Generated Content<br />
  • 38. The Rise of User Generated Media<br />Net Generation<br />Source: Harrison Group<br />
  • 39. Experiences<br /><ul><li> of consumers who say majority of customer experiences are “bland” Source: Gallup</li></ul>49%<br />69%<br />- Of consumers who say emotions account for ½ of their customer experience Source: Strategic Resource Development Group, 2006<br />Of consumers who had a negative service experience in the past year AND those that subsequently severed the relationship Source: Customer Focus <br />96&amp;80%<br />
  • 40. Experiences<br />
  • 41. Free Agent Agency Enterprise<br />
  • 42. Free Agent Agency Enterprise<br />Watching/Reading<br />Content<br />Creating Personal<br />Content<br />Reading/Posting<br />Message Boards<br />Watching<br />TV Online<br />Socializing<br />Watching Video<br />Streaming<br />(i.e. YouTube)<br />Playing Online<br />Games<br />Maintaining/<br />Sharing Photos<br />Keeping a Blog<br />
  • 43. Generation Y Impacts<br />
  • 44. Generation Y Impacts<br />
  • 45. Generation Y Impacts<br />
  • 46. Humanization of Brand<br />
  • 47. So True…<br />
  • 48. Influencers<br />“The Ones Who Create Ideas”<br />“The Ones Who Provide<br />Credibility”<br />“The Ones Who Spot &amp; Scout New Stuff”<br />“The Ones Who Connect &amp; Spread the Word”<br />“The Ones Who Sell and Lead Opinions”<br />“The Ones Who Attract<br />Attention”<br />
  • 49. The Law of a Few<br />- 70% of Wikipedia’s content is produced by 1.7% of its audience<br /><ul><li> 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</li></li></ul><li>Influencers<br />Scout/<br />Mystery<br />Shopper<br />Thinktank/<br />Sounding<br />Board<br />Turning Users, Customers and<br />Consumers <br />User<br />Customer<br />Consumer<br />Into Authors, Producers, Scouts, Testers and Collaborators &amp; Broadcasters <br />Collaborator/Producer<br />Community<br />Member/<br />VIP Insider<br />Influencer<br />Evangelist/<br />Ambassador/<br />Advocate<br />Into Community Members, Advocates, Ambassadors <br />and Evangelists<br />Seeded<br />Adopter/<br />Beta Tester<br />AdvisoryCouncil/<br />Cause<br />Torchbearer<br />
  • 51. Joint Ventures<br />
  • 52. Karma Capitalism<br />
  • 53. Local is Where It’s At<br />
  • 54. Mobile Marketing<br />
  • 55. Mobile Marketing<br />
  • 56. Networking Integration<br />
  • 57. Online Spending<br />If we spend 30% of our media time online…<br />8-12%<br />30%<br />…why do we only spend less than 8-12% of our budgets on web media?<br />
  • 58. Psychographic Targeting/Profiling<br />
  • 59. Quasi Profile<br />
  • 60. Reputation Management<br />
  • 61. Semantic Web<br />
  • 62. Transparency/Authenticity<br /><ul><li> 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 </li></li></ul><li>Transparency/Authenticity<br />You supply commodiities<br /> - Available<br />You control goods<br /> - Cost<br />You improve services<br /> - Quality<br />But you render experiences<br /> - Authenticity<br />
  • 69. Transparency/Authenticity<br />
  • 70. Uber Connectedness<br /><ul><li>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</li></li></ul><li>Visual<br />
  • 77. Word of Mouth<br />Expected 5 year <br />Compound Annual Growth Rate<br />Word of Mouth 27%<br />Internet/Mobile 14%<br />Branded Entertainment 13%<br />Custom Publishing 11%<br />Out of Home 10%<br />Source: Veronis Suhler Stevenson<br />
  • 78. XX<br />
  • 79. You Do It<br />
  • 80. Zopa<br />
  • 81. Future Marketing Tactics<br />What forms of word of mouth will experience the most growth in the next few years ? (top 3 choices)<br />Social media marketing 37%<br />Social network marketing 35%<br />Mobile marketing 34%<br />User-generated Content 31%<br />Influencer marketing 28%<br />Brand communities 20%<br />Customer forums 17%<br />Branded entertainment 16%<br />Cause-related marketing 14%<br />Brand microblogging 14%<br />Buzz marketing 13%<br />Corporate/brand blogging 11%<br />Source: Agent Wildfire<br />
  • 82.
  • 83. Career/Interviewing Advice<br /><ul><li> 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</li></li></ul><li>Career/Interviewing Advice<br /><ul><li> 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</li></li></ul><li>Career/Interviewing Advice<br /><ul><li> 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</li></li></ul><li>Career/Interviewing Advice<br /><ul><li> 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</li></li></ul><li>The Kickass Offer<br />
  • 96.
  • 97. Let’s Start Your Next Brand Conversation…<br />Inquire: info (at) agentwildfire.com<br />Phone: 416-255-4500<br />URL: www.AgentWildfire.com<br />Join: www.TheInfluencers.ca<br />Blog: http://BuzzCanuck.typepad.com/<br />http://www.spreadslikewildfire.com/<br />Explore: The Buzz Report (e-newsletter)<br /> Signup at www.AgentWildfire.com <br />Learn: Executive, WOM Seminars<br />79<br />

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