2 Workshop Outline Emergence of the New Digital World The Changing Face of Video Influence and Marketing Mobile Marketing Grows Up Three Trends We – Consumer Generated Branding Us – Online Communities Me – Bringing the Web to Me Gaming (time permitting)
4 What Happened to Network TV? DTC Advertising Booming Reality Shows Lower Costs Significantly Increase in Network TV Spending in 2004: +10.7% Decrease in Network TV Spending in 2005: -1.5%
5 Population Grows, Audience Shrinks 1994: US Population – 262mm 2004: US Population – 293mm 1994: Prime-time TV Audience – 12.3mm households 2004: Prime-time TV Audience – 6mm households
6 … but Network TV CPM soars … 1994: $7.64 2004: $19.85
7 … while Internet use grows 1994: Avg. Hours of TV Viewed – 866 1994: Avg. Hours Internet usage – 107 Ratio = 8:1 2004: Avg. Hours of TV Viewed – 785 2004: Avg. Hours Internet usage – 200 Ratio = 4:1 Broadband Penetration 1994: 8% Broadband Penetration 2004: 48%
8 $ Spent on Broadcast Television Ads $42 Billion
9 Internet Advertising Market Internet ad spending 2004: $4 Billion Change in Internet advertising market if 10% of broadcast ad revenue goes online: +100%
10 Internet Advertising Market Actual Internet Ad Spending 2005 (excludes keyword search): $7.4 Billion Change in Internet advertising market ’04 –’05: +85% 2006 Internet Ad Spending (excluding keyword): $9.3 Billion
11 The Chaos Scenario Broadcast Advertising Falls off Sharply DTC advertising may be re-regulated Audience decline and cost has reached a tipping point Cable picks up some slack Other marketing alternatives will be overwhelmed
12 Viral Marketing Viral Campaign Goals by Experience Source: MarketingSherpa Viral Marketing Survey, April 2007
13 Viral Marketing Viral Campaign Tactics Get ‘Great Results’? Source: MarketingSherpa Viral Marketing Survey, April 2007
14 Viral Marketing High Impact Tactics Source: MarketingSherpa Viral Marketing Survey, April 2007
15 Viral Marketing Ratio of Positive ROI Viral Campaigns Source: MarketingSherpa Viral Marketing Survey, April 2007
16 Viral Marketing Price Ranges for Game/Quiz/Poll Sites Source: MarketingSherpa Viral Marketing Survey, April 2007
17 Viral Marketing Price Ranges for Cool Microsites Source: MarketingSherpa Viral Marketing Survey, April 2007
18 Viral Marketing Calculating Your Communication Dividend Source: http://www.bzzagent.com/downloads/BzzAgent_Paper_Four_Communication_Dividend.pdf
19 Visitors to MySpace by Age Source: comScore Media Metrix, via eMarketer
Consumer Shift in Habits Favors Social Networking
27 Why Does Influence Matter? We trust people we know 60% of purchases based on personal reco Media figures, experts become surrogates for friends as ‘influentials’ Web behaviours spread influence quicker and farther
28 Recommendation/ Raving Fan Adoption Retrial Reconsideration Trial Discovery The Brand Adoption Model
29 Blogs in Plain English http://www.commoncraft.com/blogs
30 Why Do Blogs Get Noticed? Keyword Search technology Keyword Search usage (replacing news) Who reads them Some personal examples from advertising land …
31 Blogs are Real and Growing Source - Wikipedia
32 Why you should care about blogs Dell Hell (Jeff Jarvis) AOL - Cancel the Account
34 Online Influence Blogger Link Blogger Audience CNN Fox Today = Blogger Audience Blogger Link YouTube Video Comcast Sleeping Blogger Audience Blogger Link
35 How Ideas Spread Individuals Clusters Tipping Point Television Print Mass Adoption
36 New Media & Traditional Media Are Merging Politics Howard Kurtz TV show Washington Post column Blog Politico.com Online blog / side only 16 reporters Drudge report Top source for reporters Filters rumors
37 Bloggers as Media Surrogates Can Help spread a good story Evaluate new products and services Be “insiders” in your brand Monitor online talk on your product Will not Promote a bad brand, product or service Bore their readers Repeat brand-speak Sign a NDA, etc.
38 How to follow the Blogsphere? Technorati Google Blog Search Alexa Your PR firm
39 Case Study – Marketing a Book Pitch 1: Contacting Bloggers -----Original Message----- From: Holly Cariddi [mailto:cariddih@PlannedTVArts.com Sent: Friday, March 21, 2008 3:32 PM To: Seth Godin Subject: Blog: Accidental Branding, Vinjamuri Hello Seth, 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 Holly M. CariddiPlanned Television Arts 1110 2nd Ave., New York, NY 10022 (212) 715-1647 cariddih@PlannedTVArts.com
40 Case Study – Marketing a Book Disaster: Seth Godin -----Original Message----- From: Seth Godin [mailto:email@example.com]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.
41 Case Study – Marketing a Book Retool: -----Original Message-----
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 Results:http://www.accidentalbranding.com/book-reviews
42 Contacting Bloggers Do Reach out as individual to individual Personalize the message Offer something of real value (product, access, information, influence) Keep the initial contact short Test the relationship Don’t Spam Treat A-list bloggers like employees Use sales language Send a press release
43 Blogs work for small problems … Challenge Open up Stormhoek to a larger audience with virtually no budget Solution Blogger employed to write diary ‘behind the grape’ Samples sent to bloggers, asked to post comment (good & bad)
44 Stormhoek Results - GapingVoid.com [The original brochure that came with the bloggers' Stormhoek bottle. ] 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: Blogging doubled Stormhoek sales in less than twelve months. We're talking tens of thousands of cases, here.
46 Blog Advertising works differently Simple text, headline to encourage debate Avoid animation, blend in with environment Gather blog comments in to ad, link to blog… Bring ‘conversation’ to the fore
47 Blog Exercise Part I: Divide into Groups Pick a topic Great restaurants / shops in your neighborhood The best activities and resources for urban kids Political ad reviews Dog / cat resources in the city Go to: www.blogger.com Register and create blog (we’ll do this together)
48 Blog Exercise Part II: Create a blog roll Blog on related topics Blogs your readers might enjoy Blogs who you want to notice you Write to your first post Add at least 2 links Mind the title Add tags Add pictures
49 Blog Exercise Part III: (Time Permitting) Pick a fight Find a blog post (on a related blog) you disagree with Post your competing point of view Make sure you link back to the original post Respond to a publicist Restaurant Blog – An independent publicist named “Jane” sends you a form e-mail asking you to write about a restaurant in a different neighborhood 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 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 Dog/Cat Review – A local vet who reads your blog offers you a special free checkup for your reader’s pet.
50 Podcasts in Plain English http://www.commoncraft.com/podcasting
51 DON’T Stick up a standard banner Force the conversation Place blog on standard website Expect your blogging efforts to fit seamlessly Forget to participate Abandon without dialogue Brand Manager Tips™ DO Research your topic Be prepared to respond Expect negative comments (lends authenticity) Learn from the comments Be true to your brand Trust the consumer
62 Twitter-cize Go to www.twitter.com and sign up for an account Pick a group cause/issue (for the class) from among your blog posts Assign it a hashtag (# ) Everyone in class will point to the blog page and use the hashtag Track this when you get home!!
63 How Can We Use Location to Help Businesses? There Must Be Opportunities Beyond Search! People Want to Connect Successful Applications Must: Connect People Be Fun Get them to Self-Identify Location Give Businesses a Chance to Interact
Foursquare Basics Foursquare is a location-based social networking website, software for mobile devices, and also a game. Users "check-in" at venues using text messaging or a device specific application. They are then awarded points and sometimes "badges." Source: Wikipedia
Badges Badges are earned by checking into various venues Some cities have city-specific badges Once a badge is earned - it will remain on that user's profile indefinitely Foursquare is secretive about unlocking badges There are a handful of introductory badges that are earned as milestones Some badges are tied to venue "tags" Other badges may be specific to a city, venue, event, or date Some badges utilize identical icons, but are earned differently Source: Wikipedia
Examples of Badges BENDER: Check in 4 nights in a row FAR FAR AWAY: Check in outside NYC “boundaries” GYM RAT: Check to a gym 10x in 30 days DON’T STOP BELIEVIN’: Check in to 3 karaoke venues JETSETTER: Check to 5 different airports Source: Real Time Marketer
Superusers There are 3 levels of "Superuser status“ which is earned by frequent/active users
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.
Marketing & Ensure your business has a presence (or edit the existing entry to ensure correct/complete info) Add friends to build your social network Get active by checking in to your location & other venues Add tips, especially around specials & promotions Reward users who check-in with special offers Spread the word by linking to other social networks to expand your network Create outside the box events to inspire participation (ie. Specials that can only be found under “tips”, flash mob events) Source: Real Time Marketer
CASE STUDY: THE HISTORY CHANNEL People check-in at various historical locations across the country HISTORY fans receive pop up tips including historical facts. Fans also leave tips for other Foursquare users. The mayor of each historical location is able to unlock the HISTORY badge. Every time a person checks-in at a historical location they are entered into a sweepstakes to win a HISTORY prize pack This partnership launched in conjunction with the HISTORY series “America The Story of Us” This was promoted through HISTORY’s facebook and twitter pages, on-air promos, on History.com, and on foursquare’s site.
America Page on Foursquare Site HISTORY™ Badge
Blogs/Press Broadcasting & Cable History, Foursquare Ink Partnership Cabler partners with social media service for ‘America The Story of Us' By Alex Weprin -- 4/14/2010 2:12:49 PM 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. http://www.broadcastingcable.com/article/451470-History_Foursquare_Ink_Partnership.php MOBILE ENTERTAINMENT History Channel links with Foursquare for America series Latest media partnership for social location service 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. It's based around a new documentary series called America: The Story of Us, which looks at American history. 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. Users can also gain a dedicated History Channel badge to add to their Foursquare achievements collection. There are real prizes too. 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. http://www.mobile-ent.biz/news/36737/History-Channel-links-with-Foursquare-for-America-series
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.
Gowalla – How does it work?
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.
Gowalla – Opportunities
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.
Augmented Reality Adding an “Overlay” to the Real World
Presented as an overlay – i.e. instantly viewing Yelp ratings for restaurants when walking around
Uses the Camera, GPS, Compass and Internet Connection of a Smart Phone Works Well for Delivering Location-Based Information Such as Restaurant Location Current Applications like Layars are weak but open-sourced and may improve quickly AR can also be fun, such as pretending you’re Iron Man.
88 Rules of the Road for Co-Creation Don’t risk it for brands with high negatives Don’t try to squelch bad PR Watch closely and respond quickly Give consumers a chance to be creative Mind the details
93 What does a community do? TRADE SOCIALIZE PROTECT COOPERATE What other functions?
94 Why Basic Economic Theory Kills Community Mobility of Labor These are the top 50 fastest-growing markets in the U.S., ranked in order of growth, according to the 2000 Census Source: http://www1.move.com/Finance/Census/Top50MSAs.asp?poe=realtor
95 Why Online Communities Exist SHARED INTEREST NEED FOR INFORMATION TRADE THINGS FIND A PARTNER
96 Why Do Some Communities Succeed and Others Fail?