2<br />Workshop Outline<br />Emergence of the New Digital World<br />The Changing Face of Video<br />Influence and Marketing<br />Mobile Marketing Grows Up<br />Three Trends<br />We – Consumer Generated Branding<br />Us – Online Communities<br />Me – Bringing the Web to Me<br />Gaming (time permitting)<br />
4<br />What Happened to Network TV?<br />DTC Advertising Booming<br />Reality Shows Lower Costs Significantly<br />Increase in Network TV Spending in 2004:<br /> +10.7%<br />Decrease in Network TV Spending in 2005:<br />-1.5%<br />
5<br />Population Grows, Audience Shrinks<br />1994: US Population – 262mm<br />2004: US Population – 293mm<br />1994: Prime-time TV Audience – 12.3mm households<br />2004: Prime-time TV Audience – 6mm households<br />
6<br />… but Network TV CPM soars … <br />1994: $7.64<br />2004: $19.85<br />
7<br />… while Internet use grows<br />1994: Avg. Hours of TV Viewed – 866<br />1994: Avg. Hours Internet usage – 107<br />Ratio = 8:1<br />2004: Avg. Hours of TV Viewed – 785<br />2004: Avg. Hours Internet usage – 200<br />Ratio = 4:1<br />Broadband Penetration 1994: 8%<br />Broadband Penetration 2004: 48%<br />
8<br />$ Spent on Broadcast Television Ads <br />$42 Billion<br />
9<br />Internet Advertising Market <br />Internet ad spending 2004: $4 Billion<br />Change in Internet advertising market if 10% of broadcast ad revenue goes online:<br />+100%<br />
10<br />Internet Advertising Market <br />Actual Internet Ad Spending 2005 (excludes keyword search):<br />$7.4 Billion<br />Change in Internet advertising market ’04 –’05:<br />+85%<br />2006 Internet Ad Spending (excluding keyword):<br />$9.3 Billion<br />
11<br />The Chaos Scenario<br />Broadcast Advertising Falls off Sharply<br />DTC advertising may be re-regulated<br />Audience decline and cost has reached a tipping point<br />Cable picks up some slack<br />Other marketing alternatives will be overwhelmed<br />
12<br />Viral Marketing<br />Viral Campaign Goals by Experience<br />Source: MarketingSherpa Viral Marketing Survey, April 2007<br />
13<br />Viral Marketing<br />Viral Campaign Tactics Get ‘Great Results’?<br />Source: MarketingSherpa Viral Marketing Survey, April 2007<br />
27<br />Why Does Influence Matter?<br />We trust people we know<br />60% of purchases based on personal reco <br />Media figures, experts become surrogates for friends as ‘influentials’<br />Web behaviours spread influence quicker and farther<br />
36<br />New Media & Traditional Media Are Merging<br />Politics<br />Howard Kurtz<br />TV show<br />Washington Post column<br />Blog<br />Politico.com<br />Online blog / side only<br />16 reporters<br />Drudge report<br />Top source for reporters<br />Filters rumors<br />
37<br />Bloggers as Media Surrogates<br />Can<br />Help spread a good story<br />Evaluate new products and services<br />Be “insiders” in your brand<br />Monitor online talk on your product<br />Will not<br />Promote a bad brand, product or service<br />Bore their readers<br />Repeat brand-speak<br />Sign a NDA, etc.<br />
38<br />How to follow the Blogsphere?<br />Technorati<br />Google Blog Search <br />Alexa<br />Your PR firm<br />
39<br />Case Study – Marketing a Book<br />Pitch 1: Contacting Bloggers<br />-----Original Message-----<br />From: Holly Cariddi [mailto:cariddih@PlannedTVArts.com <br />Sent: Friday, March 21, 2008 3:32 PM<br />To: Seth Godin<br />Subject: Blog: Accidental Branding, Vinjamuri <br /> Hello Seth, <br /> I found your blog on David Meerman Scott's website. I am wondering if you would be interested in receiving a few electronic chapters from another author, David Vinjamuri's March pub "Accidental Branding: How Ordinary People Build Extraordinary Brands," also a Wiley title. Accidental Branding shares the stories of seven different brands started by amateurs (each have their New Yorker/Vanity Fair style profile), including: * Craigslist (Craig Newmark); * J. Peterman Company (John Peterman); * Clif Bar (Gary Erickson); * Columbia Sportswear (Gert Boyle); * Burt’s Bees (Roxanne Quimby); * Baby Einstein (Julie Aigner-Clark); * and, The Art of Shaving (Myrian Zaoui and Eric Malka). You can see some early media reaction by visiting:Entrepreneur.com (<http://topshelf.entrepreneur.com/) ORMSNBC.com (<http://yourbiz.msnbc.msn.com/archive/2008/01/15/571953.aspx>). I'm hoping you will be interested in blogging on “Accidental Branding”, and in recommending it to your readers (if you like it). David Vinjamuri will link to your blog from his website, www.accidentalbranding.com, if you should decide to post on it. David is also an established blogger. You can see him at <http://www.brandtrainers.com/blog/blog.html>. Please contact me if you would be interested. Thank you, Holly<br /> Holly M. CariddiPlanned Television Arts 1110 2nd Ave., New York, NY 10022 (212) 715-1647 cariddih@PlannedTVArts.com <br />
40<br />Case Study – Marketing a Book<br />Disaster: Seth Godin<br /> -----Original Message----- <br /> From: Seth Godin [mailto:firstname.lastname@example.org]Sent: Friday, March 21, 2008 3:43 PMTo: Holly CariddiCc: David VinjamuriSubject: Re: Blog: Accidental Branding, Vinjamuri David, did you hire these folks to spam bloggers? at least they could read the blurbs on your book before doing so ============================= Seth Godin 3 West Main Street, Suite 103 Irvington NY 10533 (914) 674 9666 fax 914 674 4387 http://www.sethgodin.com (click on my head!) my lens: http://www.squidoo.com/seth Subscribe to my blog: http://feeds.feedburner.com/typepad/sethsmainblog This note is off the record (blogs, too) unless we agree otherwise. <br />
41<br />Case Study – Marketing a Book<br />Retool:<br /> -----Original Message----- <br /> <br /> Hi (First Name), (Personalized Intro) I am working with David Vinjamuri on his new book, Accidental Branding: How Ordinary People Build Extraordinary Brands. I would love to start a dialogue with you about the book if you are interested. There are some online reactions to Accidental Branding here: http://www.accidentalbranding.com/book-reviewsLet me know if you would like to learn more.Best, Samantha <br />Results:http://www.accidentalbranding.com/book-reviews<br />
42<br />Contacting Bloggers<br />Do<br />Reach out as individual to individual<br />Personalize the message<br />Offer something of real value (product, access, information, influence)<br />Keep the initial contact short<br />Test the relationship<br />Don’t<br />Spam<br />Treat A-list bloggers like employees<br />Use sales language<br />Send a press release<br />
43<br />Blogs work for small problems …<br />Challenge<br />Open up Stormhoek to a larger audience with virtually no budget<br />Solution<br />Blogger employed to write diary ‘behind the grape’<br />Samples sent to bloggers, asked to post comment (good & bad)<br />
44<br />Stormhoek Results - GapingVoid.com<br />[The original brochure that came with the bloggers' Stormhoek bottle. ]<br />A journalist phoned me yesterday about an article she is writing about business blogs for one of the large UK trade mags. I gave her this little nugget, which I've only just been allowed to go public with:<br /> Blogging doubled Stormhoek sales in less than twelve months.<br />We're talking tens of thousands of cases, here.<br />
45<br />Business to Business Thrives on Blogs<br />
46<br />Blog Advertising works differently<br />Simple text, headline to encourage debate<br />Avoid animation, blend in with environment <br />Gather blog comments in to ad, link to blog… <br />Bring ‘conversation’ to the fore<br />
47<br />Blog Exercise<br />Part I:<br />Divide into Groups<br />Pick a topic <br />Great restaurants / shops in your neighborhood<br />The best activities and resources for urban kids<br />Political ad reviews<br />Dog / cat resources in the city<br />Go to: www.blogger.com<br />Register and create blog (we’ll do this together)<br />
48<br />Blog Exercise<br />Part II:<br />Create a blog roll<br />Blog on related topics<br />Blogs your readers might enjoy<br />Blogs who you want to notice you<br />Write to your first post<br />Add at least 2 links<br />Mind the title<br />Add tags<br />Add pictures<br />
49<br />Blog Exercise<br />Part III: (Time Permitting)<br />Pick a fight<br />Find a blog post (on a related blog) you disagree with<br />Post your competing point of view<br />Make sure you link back to the original post<br />Respond to a publicist<br />Restaurant Blog – An independent publicist named “Jane” sends you a form e-mail asking you to write about a restaurant in a different neighborhood<br />Urban Kid Blog – Marco from Edelman PR asks you in a nice form e-mail if you want to receive and test a new urban kid-leash<br />Political Ad Reviews – you get a personalized note from someone in the local Obama or McCain office (pick your candidate) asking you to write about the opponent’s smear ad<br />Dog/Cat Review – A local vet who reads your blog offers you a special free checkup for your reader’s pet.<br />
50<br />Podcasts in Plain English<br />http://www.commoncraft.com/podcasting<br />
51<br />DON’T<br />Stick up a standard banner <br />Force the conversation<br />Place blog on standard website<br />Expect your blogging efforts to fit seamlessly<br />Forget to participate<br />Abandon without dialogue <br />Brand Manager Tips™<br />DO<br />Research your topic<br />Be prepared to respond<br />Expect negative comments<br /> (lends authenticity)<br />Learn from the comments<br />Be true to your brand<br />Trust the consumer <br />
55<br />Why Did the Mobile Internet Explode?<br />The iPhone 3G & Android platforms get us online quickly and easily<br />Google Maps redefines mobile search<br />Twitter gives us a new kind of mobile communication<br />
56<br />Google Maps Makes Search Mobile …<br />
Twitter= Mobile Communication<br />“What are you doing now?”<br />140 characters (including links)<br />Solves a real world problem (Mumbai, Egypt)<br />
What can I do with Twitter?<br />Monitor my brand<br />Watch “hot” issues/trends<br />Customer service<br />Online research<br />Deliver offers<br />Build brand<br />Identify experts and influences<br />
Twitter Strengths and Weaknesses<br /><ul><li>Easy to use
MySpace still exists</li></li></ul><li>62<br />Twitter-cize<br />Go to www.twitter.com and sign up for an account<br />Pick a group cause/issue (for the class) from among your blog posts<br />Assign it a hashtag (# )<br />Everyone in class will point to the blog page and use the hashtag<br />Track this when you get home!!<br />
63<br />How Can We Use Location to Help Businesses?<br />There Must Be Opportunities Beyond Search!<br />People Want to Connect<br />Successful Applications Must:<br />Connect People<br />Be Fun<br />Get them to Self-Identify Location<br />Give Businesses a Chance to Interact<br />
Two New Location-Based Apps Are Exploding<br /><ul><li>Foursquare and Gowalla</li></li></ul><li>Location-Based Services by Market<br /><ul><li>Foursquare is largest
Foursquare Basics<br />Foursquare is a location-based social networking website, software for mobile devices, and also a game. <br />Users "check-in" at venues using text messaging or a device specific application. They are then awarded points and sometimes "badges." <br />Source: Wikipedia<br />
Badges<br />Badges are earned by checking into various venues<br />Some cities have city-specific badges<br />Once a badge is earned - it will remain on that user's profile indefinitely<br />Foursquare is secretive about unlocking badges<br />There are a handful of introductory badges that are earned as milestones<br />Some badges are tied to venue "tags" <br />Other badges may be specific to a city, venue, event, or date<br />Some badges utilize identical icons, but are earned differently<br />Source: Wikipedia<br />
Examples of Badges<br />BENDER: Check in 4 nights in a row<br />FAR FAR AWAY: Check in outside NYC “boundaries”<br />GYM RAT: Check to a gym 10x in 30 days<br />DON’T STOP BELIEVIN’: Check in to 3 karaoke venues<br />JETSETTER: Check to 5 different airports<br />Source: Real Time Marketer<br />
Superusers<br />There are 3 levels of "Superuser status“ which is earned by frequent/active users<br /><ul><li>Superuser level 1 can edit venue info (address, cross street, Twitter names), mark places as "closed", and let Foursquare know about duplicate venues.
Superuser level 2 can edit venues and merge duplicate venue listings as well as add venue categories for any venue.
Superuser level 3 adds the ability to create venue aliases and delete fake/spam listings.</li></ul>Source: Wikipedia<br />
Marketing &<br />Ensure your business has a presence (or edit the existing entry to ensure correct/complete info)<br />Add friends to build your social network<br />Get active by checking in to your location & other venues<br />Add tips, especially around specials & promotions<br />Reward users who check-in with special offers<br />Spread the word by linking to other social networks to expand your network<br />Create outside the box events to inspire participation (ie. Specials that can only be found under “tips”, flash mob events)<br />Source: Real Time Marketer<br />
CASE STUDY: THE HISTORY CHANNEL<br />People check-in at various historical locations across the country<br />HISTORY fans receive pop up tips including historical facts. Fans also leave tips for other Foursquare users.<br />The mayor of each historical location is able to unlock the HISTORY badge.<br />Every time a person checks-in at a historical location they are entered into a sweepstakes to win a HISTORY prize pack<br />This partnership launched in conjunction with the HISTORY series “America The Story of Us”<br />This was promoted through HISTORY’s facebook and twitter pages, on-air promos, on History.com, and on foursquare’s site.<br />
America Page on Foursquare Site<br />HISTORY™ Badge<br />
Blogs/Press <br />Broadcasting & Cable<br />History, Foursquare Ink Partnership<br />Cabler partners with social media service for ‘America The Story of Us'<br />By Alex Weprin -- 4/14/2010 2:12:49 PM<br /> A&E Networks-owned History is the latest network to partner with social media service Foursquare. Tied to the upcoming premiere of America The Story of Us, users who opt to participate will receive interesting facts when they check in to historic locations. In addition, 10 randomly selected users will receive an America The Story of Us prize pack"Teaming up with foursquare for the America The Story of Us promotion reinforces the History brand's 360-degree approach of aggressively reaching our viewers in new platforms," says Chris Moseley, senior VP of marketing for History. "The connection to America The Story of Us is a perfect fit as it will allow users of foursquare to discover the history in their own cities as well as leave historical tips for others to experience."Foursquare has been busy inking deals with major media companies. The company has already tied deals to NBC Universal's Bravo and MTV Networks. <br />http://www.broadcastingcable.com/article/451470-History_Foursquare_Ink_Partnership.php <br />MOBILE ENTERTAINMENT<br />History Channel links with Foursquare for America series<br />Latest media partnership for social location service<br /> Check-ins can be educational, y'know. At least they can if you're in the US, thanks to a deal between social location service Foursquare and the History Channel.<br /> It's based around a new documentary series called America: The Story of Us, which looks at American history.<br /> How does Foursquare fit in? When users check-in to selected locations in various cities, they'll see bite-sized nuggets of information about the buildings and venues' history.<br /> Users can also gain a dedicated History Channel badge to add to their Foursquare achievements collection. There are real prizes too.<br /> It's the latest example of Foursquare partnering with a broadcaster, which has the added benefit of driving awareness of its service beyond early adopters.<br />http://www.mobile-ent.biz/news/36737/History-Channel-links-with-Foursquare-for-America-series<br />
Gowalla – What is it?<br /><ul><li>is a location-based social networking game launched as a public beta in March 2009.
has around 250,000 users up to now. Users have grown up a 65% only in the last month.
uses different virtual goods to encourage its users to go places and meet people.</li></li></ul><li>Gowalla – How does it work?<br /><ul><li>Each user has a passport to check in when they arrive at their final destination. They can both look for nearby locations (divided in categories) or create their own spot or trip.
Players use a GPS-enable smartphone (iPhone mainly) to check in, share their location with friends, and leave comments and add pictures about their travels.
Check-in and entries can be shared on Facebook and Twitter instantly.
Users are credited with virtual rewards (stamps for check-ins and pins for trips) when they visit both common and unique locations.</li></li></ul><li>Gowalla – Opportunities<br /><ul><li>Some brands are signing up for Gowalla to do promotions. The latest three are: Adobe, Chipotle, and the New Jersey Nets. The New Jersey Nets used Gowalla to give away 500 tickets to their final home game against the Chicago Bulls on April 12.
Has a getsatisfation feature that allows companies to create an online community moderated by employees and also volunteers that provide real-time support and feedback to customers. They can also mange their community contacts in a CRM that can be connected to their CRM. And the prices are not expensive.
Not many data available. </li></li></ul><li>Augmented Reality<br />
Augmented Reality<br />Adding an “Overlay” to the Real World<br /><ul><li>Presented as an overlay – i.e. instantly viewing Yelp ratings for restaurants when walking around </li></ul>Uses the Camera, GPS, Compass and Internet Connection of a Smart Phone<br />Works Well for Delivering Location-Based Information Such as Restaurant Location<br />Current Applications like Layars are weak but open-sourced and may improve quickly<br />AR can also be fun, such as pretending you’re Iron Man.<br />
88<br />Rules of the Road for Co-Creation<br />Don’t risk it for brands with high negatives<br />Don’t try to squelch bad PR<br />Watch closely and respond quickly<br />Give consumers a chance to be creative <br />Mind the details<br />
93<br />What does a community do?<br />TRADE<br />SOCIALIZE<br />PROTECT<br />COOPERATE<br />What other functions?<br />
94<br />Why Basic Economic Theory Kills Community<br />Mobility of Labor<br />These are the top 50 fastest-growing markets in the U.S., ranked in order of growth, according to the 2000 Census<br />Source: http://www1.move.com/Finance/Census/Top50MSAs.asp?poe=realtor<br />
95<br />Why Online Communities Exist<br />SHARED INTEREST<br />NEED FOR INFORMATION<br />TRADE THINGS<br />FIND A PARTNER<br />
96<br />Why Do Some Communities Succeed and Others Fail?<br />
97<br />Other Lessons For Communities<br /><ul><li>Ability to coexist with neighbors
123<br />Exercise - Create an iGoogle or My Yahoo Page<br />Divide into groups (1 group per computer)<br />Go to www.my.yahoo.com or www.google.com/ig<br />Set up a page that will:<br /><ul><li> Track Merchant News