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

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.
  • Transcript

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