1. 24 NOV 2011
doing marketing
in a digital world

3. something
big is
happening

4. 1x
25,000x

5. digital society
Understand social psychology
the marketer’s role
what’s next
Do it well

6. Understand digital society

7. our journey to connectedness
connectedness
the
social
media
explosion
1970 1980 1990 2000 2010

8. Social Media comprises online
applications, platforms and media
focused on collaboration, sharing
and interaction between users.

9. “it’s just people having
conversations online”

10. presentations
search video sharing
wikis
RSS microblogging
photo sharing
podcasting
bookmarking
blogging
professional social networking

13. how big?

16. an average hour online in the UK
Hours per month
800 million
Social Media
14 mins Average visit time
20mins 12secs
Other
20 mins
Entertainment
9 mins
Travel
1 min
Email
2 mins
Sport
2 mins Adult Shopping
2 mins Biz News 5 mins
2 mins 3 mins
Source: Experian Hitwise, August 2011

17. social networks for every generation
use social network sites
go online
watch online videos
73% 83% 62% 50% 44% 33% 17%
12-17 18-33 34-45 46-55 56-64 65-73 74+
Source: Pew Research Center, Generations 2010

18. A day in the life of a Tweet
Photo Posted to Retweeted
taken Twitter
Enters the
blogosphere
Posted to Indexed by
Facebook Google/Bing
Submitted to social
bookmarking sites
Used in office Forwarded around
e-mails the web, forever
Inspired by www.ngonlinenews.com

20. Understand social psychology

21. top 10 reasons we use social media
meet new people
share new experiences
stay in touch with friends
share knowledge
feel like I belong
promote myself
make contacts for work
fun / entertainment
earn respect
change opinions
Source: Universal McCann Wave Study 4 / % of active internet universe

22. top 8 reasons we use Facebook
Source: ExactTarget

23. why follow brands?
how many brands why
do you follow? do you follow them?
None 10%
To get discounts 66%
1-5 31%
6-10 20% To participate
48%
11-20 18%
in contests
21-30 10% They have
47%
31-50 3%
interesting Tweets
51+ 8% Customer service 30%
Source: Twitter

24. top 10 reasons we “unlike” brands
Source: ExactTarget

25. to bring to grow
to define to support
valuable and nourish self-
ourselves to causes
content to our fulfillment
others (or brands)
others relationships
Source: New York Times, Customer Insight Group

26. Altruists Careerists Hipsters Boomerangs Connectors Selectives
Source: New York Times, Customer Insight Group

27. Understand the marketer’s role

28. Apps/Push Notifications
THE MARKETING (R)EVOLUTION Mobile Email Group Texting
Social DM
SMS Voice Marketing
IM IM IM Mobile Email
Email Email Email SMS + MMS
IM
Events Events Events Events Events
Direct Mail Direct Mail Direct Mail Direct Mail Email
Telephone Telephone Telephone Telephone Direct Mail
Telephone
<1990 1990s 1999 2000s 2011
TV TV TV TV TV
Radio Radio
Radio Radio Radio
Print
Print Print Print Print Display
Display Display Display Display Website
Cable TV Website Website Search
Online Display
Website Search Search
Paid Search
Search Online Display Online Display Landing Pages
Scarcity of Scarcity of
Online Display Paid Search Paid Search Microsites
Landing Pages Landing Pages Online Video
Affiliate Marketing
spectrum attention
Microsites Microsites
Webinars
Online Video Online Video Blogs/ RSS
Webinars Affiliate Marketing Podcasts
Affiliate Marketing Webinars Contextual
Blogs Wikis
Social Networks
RSS Mobile Web
Podcasts Behavioral
Contextual Social Media & Ads
Wikis Virtual Worlds
Widgets
Social Networks
Twitter
Mobile Web Mobile Apps
Geolocation
Source: ExactTarget

29. younger me (1990’s)

30. older me (2000’s)

31. today me (2011)

32. of people trust recommendations
from people they know
Source: Nielsen Online “Nielsen Global Online Consumer Survey”, July 2009

33. what do we trust?
Trust Trust Don’t trust Don’t trust
completely somewhat much at all
Recommendations from people I know
CONVERSING
Brand web sites
Consumer opinions posted online
Editorial content like newspaper articles
Brand sponsorships
Ads on TV
Ads in newspapers
SHOUTING
Ads in magazines
Ads on radio
Billboards & other outdoor advertising
E-mails I signed up for
Ads before movies
Ads served in search engine results
Online video ads
Online banner ads
Text ads on mobile phones
Source: Nielsen Online “Nielsen Global Online Consumer Survey”, July 2009

34. there’s no such
thing as an
awareness
campaign

36. Paid Owned Earned

37. advertising /ˈædvәˌtaɪzɪŋ/
n. the cost of being outside
of the conversation.

39. http://www.bing.com/social

42. Understand what’s next

43. four hot trends

44. geosocial networking / social shopping / navigation tracking / paperless ticketing / freelancing / geogaming / trip planning / ad hoc

45. crowdsourcing / crowdcreation / crowdwisdom / crowdvoting / crowdfunding / crowddecisions / crowddesign / tryvertising / crowd

46. qr codes / microsoft tag / social recommendations / in-store research / automated sharing / virtual closets / shop offline buy online

47. data mining / behavioural targeting / e-privacy directive / social crm / data cleansing / real-time visualisations / identity mapping / t

48. stop shouting
start conversing

49. digital society
Understand social psychology
the marketer’s role
what’s next
Do it well

50. 12 tips for marketers

51. invest in
social leadership
& social players

52. invest in
tools & expertise

53. develop your
SRO strategy

54. listen, then
engage

55. answer the
social telephone

56. moderate wisely

57. create
social objects

58. make it better
when shared

59. handpick your
interfaces

60. be
remarkable

61. show some
personality
Juvenile Company
delinquent robot

62. fail fast,
learn faster
(again and again…)

64. thank you

65. http://allisterfrost.com
@allisterf
© 2011 Allister Frost. All rights reserved. The information herein is for informational purposes only and represents the current view of Allister Frost
as of the date of this presentation. NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.