10 Things Every Marketer Should Know<br />June 22, 2009<br />
The Marketer’s Landscape<br />First Age<br />Uni-Directional<br />TV<br />Print<br />Radio<br />OOH<br />Second Age<br />B...
The Numbers<br />Average internet user goes to 108 different websites per year<br />As of Feb 2009, time spent on social n...
So…..What Else do you Need to Know?<br />4<br />
#1 All Marketing is Digital<br />Advertising, CRM, Television, Outdoor, Mobile, Direct Marketing, Promotions<br />Digital ...
#2 All Marketing is Social<br />Social marketing needs to be an integral constant in your marketing program <br />What bus...
Social Marketing is about Influence<br />Q: When considering purchasing a product or service, which of the following two a...
Social Touch<br />Description<br />Analogy<br />Advocacy<br />Blogger mention/Badge Installation<br />Press mention<br />A...
#3 The Media Agency is Dead<br />Agency services converging<br />Creative and Media are inextricably linked<br />Content i...
Digital Marketing in the Age of Influence<br />Influence<br />Persuasion<br />Content and Conversation Platforms<br />Push...
#4 Technology is the New Creative Strategy<br />The new “Agency” job titles<br />UX is embedded into all digital communica...
Technology Partners and Platforms Abound<br />Mobile: 5th Finger, Ansible, Punchkick, Hipcricket, Cellit, RipRoad , Brand ...
#5 The Consumer is in Control<br />13<br />Marketing<br />13<br />
So What is a Marketer to Do?<br />14<br />14<br />
Marketer Participation <br />Marketers need to find the right entry point to engage in social media dialogue.<br />Communi...
16<br />Social Media Means Consumer at the Center<br />Video<br />Sharing<br />Blogs/Wikis<br />Transforms people from con...
Be polite
Be authentic
Offer value
Be transparent
Start with your most powerful audience, your existing customers</li></ul>16<br />Podcasts/RSS<br />User<br />Reviews<br />...
#6 Distribute Your Website<br />Focus<br />Content<br />Vehicles<br />Audiences<br />Dynamics<br />Product Overview<br />D...
#7 Digital Drives the Whole Funnel<br />18<br />18<br />
Digital Marketing is a Fully Integrated Discipline  (above the line and below the line)<br /><ul><li>Media spending (all c...
Content creation and syndication
Interactive Advertising
Social Media Strategy
Market research/conversation monitoring
Web sites/microsite/landing experiences
Mobile/IP TV/DigitalOutdoor
Online Events and Experience Marketing Extensions
Service and Support
Direct to consumer
Data ops & analytics
Lead Gen and CRM
SEO/SEM
Low cost production
1X (Estimated globally)
3X (Estimated globally)</li></ul>19<br />What we do <br />
Build Success Metrics Appropriate to the Business Objective<br />Plus new metrics for Web 2.0:<br /><ul><li>Universal tags...
New Metrics to evaluate widget views and distribution
“Click depth” and Site visit “recency”</li></ul>20<br />20<br />
#8 Then Be Careful What You Measure!<br />Persuasion<br />Community <br />Process<br />People<br />Tools<br /><ul><li>Key ...
Test & Learn at all phases of development
Continuous optimization of tactics
Complex ROI models </li></ul>21<br />
The Reality is…..<br />Attribution model is broken<br />Different reporting systems can vary as much as 150%<br />Tagging ...
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10 Things

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MRM Lecture at University of Washington, M.C. in Digital Media. Holly Brown, Managing Director (Seattle)

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  • Consider the filter factor when it comes to brand messaging and influencing consumer actions. When it comes time to make a choice, consumers rely more heavily on social context whether it’s word of mouth from friends and family or online reviews from peers than they do on traditional advertising.
  • Whopper sacrifice takes advantage of the high growth rate of social networking. Because social networking grew so fast, there was bound to be some inefficiency, in this case, people had friends that really weren’t valuable.The whopper sacrifice was ultimately halted not because users didn’t like the app---users loved the app—but because of pressure from Facebook.
  • 10 Things

    1. 1. 10 Things Every Marketer Should Know<br />June 22, 2009<br />
    2. 2. The Marketer’s Landscape<br />First Age<br />Uni-Directional<br />TV<br />Print<br />Radio<br />OOH<br />Second Age<br />Bi-Directional<br />Interactive<br />Third Age<br />Multi-Directional<br />Participatory<br />(Social Media)<br />2<br />Interrupting<br />Talking<br />Listening<br />2<br />
    3. 3. The Numbers<br />Average internet user goes to 108 different websites per year<br />As of Feb 2009, time spent on social networking exceeded time spent on e-mail (Nielsen)<br />Since early 2008, time spent on social sites has surged 73%<br />Facebook’s largest age demographic is 35-44 year olds, and has over 60MM active members. More than half return every day and together they generate more than 65 billion page views each month<br />There were over 7,000,000 twitterers in Feb. 09 (pre-Oprah)<br />Twice as many Americans now consume daily news on their Mobile Phones than the Combined Circulation of the Top Ten US Newspapers<br />Apple’s App Store has delivered over a billion downloads<br />Over 1 Trillion text messages sent in 2008<br />3<br />
    4. 4. So…..What Else do you Need to Know?<br />4<br />
    5. 5. #1 All Marketing is Digital<br />Advertising, CRM, Television, Outdoor, Mobile, Direct Marketing, Promotions<br />Digital footprints, tags and feedback mechanisms are everywhere  <br />Everything can be tracked and measured (this is a blessing and a curse)<br />This baseline informs how we think about marketing in the digital age<br />It suggests we should be able to tell what’s working, what’s not and why (I’ll revisit this point later)<br />5<br />5<br />
    6. 6. #2 All Marketing is Social<br />Social marketing needs to be an integral constant in your marketing program <br />What business problem are we trying to solve<br />You do need to play the game to know what it takes to win<br />Social marketing is and will continue to be silo’d, as digital marketing was before. Resist this!<br />Social buzz is both short lived and everlasting<br />6<br />The marketing community acts like a high school party crowd, by the next week, they move on to the next thing. Pete Blackshaw – EVP, Nielsen Online Digital Strategic Services<br />6<br />
    7. 7. Social Marketing is about Influence<br />Q: When considering purchasing a product or service, which of the following two are your most trusted and valuable sources of information?<br />Company Website<br />25%<br />Word of Mouth<br />65%<br />Print Editorial<br />23%<br />True online and offline<br />7<br />Product Catalogue, 7%<br />Online<br />User Reviews<br />50%<br />TV Ads, 8%<br />Print Ads, 5%<br />Radio Ads, 3%<br />Source: Facebook segment, self-reported survey data conducted on Facebook, Mar.08, US only, n = 3,169<br />
    8. 8. Social Touch<br />Description<br />Analogy<br />Advocacy<br />Blogger mention/Badge Installation<br />Press mention<br />Ad Impression<br />Units that are clearly 3rd party ads with varying degrees of targeting<br />Ad Impression of equivalent targeting<br />8<br />Endorsed Impression<br />Passed along brand-produced content, including views of badges embedded <br />Highly targeted, premium context brand impression<br />Visit<br />Visits to a Brand page, sponsored group, or custom-built widget<br />Visit to the brand web site<br />Subscription<br />Install a gadget, join a group, subscribe to RSS<br />Email capture or other equivalently targeted lead generation<br />8<br />Relative Value of Social Touches<br />
    9. 9. #3 The Media Agency is Dead<br />Agency services converging<br />Creative and Media are inextricably linked<br />Content is king<br />Exponential growth in number of publishers and content providers<br />Buying media is a commodity not a strategic value<br />App-vertising = reach through relevance<br />Social media is not purchased, it’s earned<br />Buying reach is out, influencing reach is in<br />9<br />9<br />
    10. 10. Digital Marketing in the Age of Influence<br />Influence<br />Persuasion<br />Content and Conversation Platforms<br />Push<br />Create Utility <br />Buy reach<br />&<br />Talk at People<br /> Talk with People<br />Win reach<br />Create Engagement<br />Non-Media Driven Models:<br />Participatory, conversational,<br />personalized content, builds<br />influence and wins reach<br />through word or mouth <br />and viral distribution<br />Media Driven Models<br />Buy through “predictable” targeted channels to drive awareness and response<br />10<br />
    11. 11. #4 Technology is the New Creative Strategy<br />The new “Agency” job titles<br />UX is embedded into all digital communications<br />Interactive Designer is the new Art Director<br />Integrated Producers are replacing Project Managers<br />Content Strategists are the new Copywriters<br />Strategy Directors are the new Account Managers<br />Everything is connected to a back end, data warehouse, ad server, or CRM system <br />Ad Ops is the new Traffic Manager<br />Everyone needs to know what technologies can be applied <br />Clients need to re-org!<br />11<br />11<br />
    12. 12. Technology Partners and Platforms Abound<br />Mobile: 5th Finger, Ansible, Punchkick, Hipcricket, Cellit, RipRoad , Brand In Hand <br />Social Apps: Context Optional, Social Gears, Large Animal Games, 360i, Facebookster, Weblin , Unbound Technology<br />Social Monitoring: Nielsen BuzzMetrics, TNS Cymfony, Visible Technologies Dow Jones Insight, J.D. Power & Associates Ripple6 <br />Enterprise Search: Autonomy FAST (MS) EndecaVivisimo IBM Attivio<br />Word of Mouth/Viral: Viral Factory Zocalo Group MindCometZipatoni Red Bricks Media BzzAgent Keller Fay Group <br />Community Platforms: Jive Software Telligent Systems Pluck MzingaKickAppsNingVotigoVitrue Crowd Factory RamiusCoTweetHiveLiveCommuniSpace<br />Crowd Sourcing: crowdSPRINGIdeaScale<br />Widget Application Platforms: Clearspring,Gigya, Widgetbox, Vidgroove<br />12<br />12<br />
    13. 13. #5 The Consumer is in Control<br />13<br />Marketing<br />13<br />
    14. 14. So What is a Marketer to Do?<br />14<br />14<br />
    15. 15. Marketer Participation <br />Marketers need to find the right entry point to engage in social media dialogue.<br />Community <br />Management<br />Lead<br />Conversation<br />Guide<br />15<br />Join<br />Listen<br />In order to succeed, trust needs to increase with Marketer engagement<br />Sponsor/Enable can happen during any stage because you can pay to engage<br />Media Engagement Model (aka Conversation 3.0)<br />
    16. 16. 16<br />Social Media Means Consumer at the Center<br />Video<br />Sharing<br />Blogs/Wikis<br />Transforms people from content readers to content publishers<br />Fastest growing area of the Internet*<br />Best Practices for Marketers:<br />Social <br />Networks<br />Social<br />Bookmarks<br /><ul><li>Listen before you speak
    17. 17. Be polite
    18. 18. Be authentic
    19. 19. Offer value
    20. 20. Be transparent
    21. 21. Start with your most powerful audience, your existing customers</li></ul>16<br />Podcasts/RSS<br />User<br />Reviews<br />Rating<br />Systems<br />Search<br />Widgets<br />
    22. 22. #6 Distribute Your Website<br />Focus<br />Content<br />Vehicles<br />Audiences<br />Dynamics<br />Product Overview<br />Digital<br />To Partner<br />New Partner<br />NAV<br />Product Spec/Func . Sell<br />Website<br />Existing Partner<br />AX<br />Product Spec/Func. Use<br />Webcast<br />Through Partner<br />GP<br />Industry<br />Podcast<br />Sl<br />Competitive<br />Video – high res<br />CRM<br />Customer Testimonials<br />Video – low res<br />CRM Online<br />Marketing Offers<br />Email<br />Sales Offers<br />PowerPoint<br />17<br />To Customer<br />Message Strategy<br />New BDM<br />Banner Ad<br />Other<br />Existing BDM<br />Demo<br />Other<br />New TDM<br />Search Copy<br />Other<br />Existing TDM<br />Other<br />Non-Digital<br />Fact Sheet<br />Brochure<br />Content Once to Many Vehicles<br />Whitepaper<br />Direct Mail<br />CD<br />Other<br />Other<br />
    23. 23. #7 Digital Drives the Whole Funnel<br />18<br />18<br />
    24. 24. Digital Marketing is a Fully Integrated Discipline (above the line and below the line)<br /><ul><li>Media spending (all channels)
    25. 25. Content creation and syndication
    26. 26. Interactive Advertising
    27. 27. Social Media Strategy
    28. 28. Market research/conversation monitoring
    29. 29. Web sites/microsite/landing experiences
    30. 30. Mobile/IP TV/DigitalOutdoor
    31. 31. Online Events and Experience Marketing Extensions
    32. 32. Service and Support
    33. 33. Direct to consumer
    34. 34. Data ops & analytics
    35. 35. Lead Gen and CRM
    36. 36. SEO/SEM
    37. 37. Low cost production
    38. 38. 1X (Estimated globally)
    39. 39. 3X (Estimated globally)</li></ul>19<br />What we do <br />
    40. 40. Build Success Metrics Appropriate to the Business Objective<br />Plus new metrics for Web 2.0:<br /><ul><li>Universal tags that reveal the path the user took to get to a conversion
    41. 41. New Metrics to evaluate widget views and distribution
    42. 42. “Click depth” and Site visit “recency”</li></ul>20<br />20<br />
    43. 43. #8 Then Be Careful What You Measure!<br />Persuasion<br />Community <br />Process<br />People<br />Tools<br /><ul><li>Key metrics and dashboards for all programs
    44. 44. Test & Learn at all phases of development
    45. 45. Continuous optimization of tactics
    46. 46. Complex ROI models </li></ul>21<br />
    47. 47. The Reality is…..<br />Attribution model is broken<br />Different reporting systems can vary as much as 150%<br />Tagging errors can result in erroneous data<br />Data reporting and insights are the not the same thing<br />Use the right tool for the job<br />Campaign reporting, creative/media optimization/dashboard level KPIs /Advanced Analytics/ Cookie level analysis/Perception shifts, IAB standards<br />Visual Analytics is next evolution<br />22<br />22<br />
    48. 48. A Dashboard Can Only Tell You so Much<br />23<br />23<br />
    49. 49. What to Measure<br />Metrics<br />Conversations<br />Mentions<br />Comments<br />Advocacy<br />Influencers<br />Attitude Shift<br />Brand Favorability/ Sentiment<br />Exposure Metrics<br />Page Views<br />Visits<br />Unique Visitors<br />Time on Site<br />Referrers<br />Reach<br />Actions<br />Search Engine Entries<br />Clicks<br />Downloads<br />Ongoing Usage<br />Ratings<br />Passalong<br />Purchase<br />Registration<br />24<br />ROI<br />Example Tools/ Vendors<br />Atlas<br />Google Analytics<br />WebTrends<br />Omniture<br />Publishers<br />Tube Mogel<br />Meteor<br />TruCast<br />Radian6<br />Buzzlogic<br />Collective Intellect<br />Telligent<br />Atlas<br />WebTrends<br />Omniture<br />Double Click<br />
    50. 50. Advanced Analytics Enables Marcom Mix Modeling<br />25<br />Recommended Media Allocations<br />Social Media is an integral part<br />of campaign impact analyses for <br />Marcom Mix Modeling<br />
    51. 51. #9 Uncertainty is the New Baseline<br />26<br />26<br />If it’s been done before, don’t do it again…..or at least do it different or better<br />Past performance is not a great strategy<br />Start with Customer Insight<br />What is Relevant and Useful?<br />
    52. 52. #10 Useful is the New Clever<br />27<br />27<br />
    53. 53. Back to 101 marketing:Show consumers tangible value in your brand, message andoffer<br />28<br />
    54. 54. The MRM Worldwide Customer UtilityTM formula:<br />29<br />Customer Utility to the power of X<br />Brand Platform<br />Open Digital (world)<br />A Great Idea<br />Brand Content<br />Digital and Customer Strategy<br />Measurement & Analytics<br />Segmentation, Targeting, Media, Search<br />
    55. 55. Customer UtilityTMValue Exchange<br />Product<br />New products, new biz lines, e-commerce, marketplaces<br />Service<br />Mobile apps, software as service, location based services, crowd sourcing, vertical social networks, digitizing physical services, mash-ups, widgets etc.<br />Engagement<br />Digital branding, video, traditional media, web 2.0/social media, integrated campaigns, interactive advertising,loyalty, CRM<br />30<br />$$ Value to Customer<br />Customer Experience<br />
    56. 56. Customer Utilityis at the heart of how well we usecontent and context in the service of the brand<br />31<br />ATTRACT—ENGAGE—ACQUIRE—RETAIN<br />Content and Context <br />Brand<br />Marketer Generated<br />User Generated<br />Awareness Consideration Purchase<br />Use Form Opinion Talk<br />
    57. 57. Creative Examples<br />32<br />
    58. 58. Customer Utility from Betty Crocker<br />E-mail for free trial<br /><ul><li>Free iPhone app
    59. 59. Mobile Cookbook with 4,000 recipes</li></ul>33<br />
    60. 60. Microsoft ExecTweets<br />Twitter traffic increased 422% in 2008 and continues to grow at an extremely rapid pace into 2009. However, It is a recognized shortcoming of Twitter that it is hard to find the right people to follow. Microsoft can add value to the Twitter community by providing a service that helps users discover influential execs, especially around business verticals and hot topics.<br />GOALS:<br />Engage business and IT executives in natural conversations about management, and build brand affinity by sponsoring the environment.<br />HIGHLIGHTS:<br />Exectweets has attracted more than 226K followers, vaulting it from obscurity amongst the 19 million Twitter users to the 191st most followed Twitter account.<br />34<br />
    61. 61. Whopper Sacrifice<br />Social networking has grown extremely rapidly in the past couple years such that the average user has 172 friends on Facebook. Some of these Facebook friends are acquaintances, or in some cases total strangers. Burger King wanted to exploit this idiosyncrasy of social networks.<br />GOALS:<br />Build brand affinity with its core audience. Burger King built an application to do a “spring cleaning” of sorts. By deleting 10 friends, Burger King offered a Whopper.<br />HIGHLIGHTS:<br />The Whopper Sacrifice application garnered positive reactions from users and 233,906 friends were &quot;sacrificed&quot; by Facebook users more interested in relationships with the global fast-food chain&apos;s specialty hamburgers, according to Burger King.<br />35<br />
    62. 62. Zune<br />With a collaborative social media push, Zune broke through to the 18–34 crowd by providing engaging, relevant and useful music content to MySpace users, making them brand evangelists. <br />GOALS:<br />Increase awareness of the Zune MP3 player by encouraging engagement with the product. <br />HIGHLIGHTS:<br />The Zune community had the highest volume of page views and unique users of any community in the Consumer Electronics category.<br /><ul><li>Increased brand favorability +14%
    63. 63. 4,942,588 unique visitors, 207,733 MySpace friends and 5,000,000+ users engaged with and added the Zune music player to their MySpace pages
    64. 64. Through forums, comments, downloads and friends, 3,562,528 engagements were made at a cost of $0.25 each</li></ul>36<br />36<br />
    65. 65. Skittles.com<br />Build a new corporate website for today’s audiences and move away from traditional corporate websites. As Web 2.0 has evolved and matured, traditional Web 1.0 artifacts such as the corporate website have become decreasingly relevant to consumers.<br />GOALS:<br />Create a corporate website that is relevant to consumers by letting consumers dictate what is interesting to them.<br />HIGHLIGHTS:<br />The results are mixed. While generating a lot of buzz in the media, the campaign put the un-moderated user content directly on the company homepage, resulting in display of adverse comments.<br />37<br />
    66. 66. Deliver Value First, Ask for it Second<br />Campaign Mentions (BuzzMetrics)<br />Impressions & CTR by Week<br />38<br />
    67. 67. I’M Initiative<br />Disrupting the Instant Messaging category and starting a movement, the i’m Initiative was designed to add a social cause element to sending IMs. It put the consumer—not the product—at the center, and empowered them to take control of the brand. <br />GOALS:<br />HIGHLIGHTS:<br />To-date, the i’m Initiative has delivered over 22 million Windows Live Messenger downloads and has reversed the downward trend of the IM category across the past two years, while successfully propagating a movement around social awareness.<br /><ul><li>Money donated to social causes since program’s inception in March 2007: $1,913,519
    68. 68. Amount by which the total campaign acquisition goal has been exceeded (as measured by i’m-initiated downloads of Windows Live Messenger) since March 2007: 200%
    69. 69. Total free impressions since March 2007: 147+ million
    70. 70. Ratio of dollars generated for each $1 spent on media, separate from the positive ROI created across Microsoft’s online services network: 9:1
    71. 71. Create awareness
    72. 72. Acquire new users
    73. 73. Drive advocacy
    74. 74. Increase engagement</li></ul>39<br />39<br />
    75. 75. I’M Initiative<br />40<br />
    76. 76. Create Media Annuities<br />41<br />
    77. 77. Provide a Social Object to Attract Participation<br />42<br />
    78. 78. Make it Better Together<br />43<br />
    79. 79. Enable and Encourage Participation – Make it Easy to do so<br />44<br />
    80. 80. Open Up Creative Assets and Make Them Findable and Portable<br />45<br />
    81. 81. What Were Those 10 Things Again?<br />Everything is Digital<br />Everything is Social<br />The Media Agency is Dead<br />Technologyis the new Creative Strategy<br />The Consumeris in Control<br />DistributeYour Website<br />Digital Drives the Whole Funnel<br />Be Careful What you Measure<br />Uncertainty is the new Baseline<br />Usefulis the new Clever<br />46<br />46<br />
    82. 82. Thank You<br />Holly Brown<br />SVP, Managing Director<br />Holly.Brown@MRMWorldwide.com<br />47<br />47<br />

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