WHAT IS SOCIAL MEDIA & WHY SHOULD WE CARE?
SOCIAL MEDIA AGGREGATION

Radar DDB
March 26, 2010




                        ...
2
Thought Starters




◼ In the last one to two months have you used magazines, radio, television or newspaper to
  research...
Thought Starters




◼ In the last couple of months please have you used the Yellow Pages?




                           ...
Thought Starters




◼ In the last one to two months have you used Google or another search engine?




                  ...
Thought Starters




◼ In the last couple of months, have you reached out to your network - friends, family
  members, col...
Consumer Shift
New Philosophy
What is Social Media?
Why Use Social Media?
Cool Stuff




                        7
CONSUMER SHIFT



                 8
THE SOCIAL INTERNET IS A

PROFOUND CHANGE


                           9
Typical Internet User c1996




                                              10
         Source: http://darmano.typepad.c...
Typical Internet User From 2006




                                              11
         Source: http://darmano.typep...
Consumer Behaviour Has Changed
◼ Canadians now spending more time online than watching TV




                            ...
Consumer Behaviour




                     13
Consumer Behaviour

 We know people are online.
 But what are they doing there?




                                  13
Consumer Behaviour




                     14
Consumer Behaviour




                     15
Consumer Behaviour




                     15
Consumer Behaviour




                     16
Consumer Behaviour




                     16
Consumer Trust




                 17
Consumer Behaviour




                     18
400,000,000
PEOPLE ON FACEBOOK...
DOING SOME VERY COOL THINGS WITH BRANDS
http://www.welcometofc.com/




                ...
14,500,000
CANADIANS ON FACEBOOK



SECOND HIGHEST PERCENTAGE OF USERS ON FACEBOOK
FROM ANY COUNTRY


                    ...
50,000,000
UPDATES ON TWITTER. EVERY DAY



                            21
NEW PHILOSOPHY



                 22
RELATIONSHIPS
RELATIONSHIPS ENHANCE CAMPAIGNS;
CAMPAIGNS DO NOT CREATE RELATIONSHIPS




                   24
THIS NEW MARKETING MEANS…




            25
BE HUMAN
Join your audience on their terms




          THIS NEW MARKETING MEANS…




                                   ...
BRAND IS CRITICAL!
           BE HUMAN
                                     What’s your promise? Your unique value?
Join y...
BRAND IS CRITICAL!
                  BE HUMAN
                                            What’s your promise? Your unique...
BRAND IS CRITICAL!
                  BE HUMAN
                                            What’s your promise? Your unique...
BRAND IS CRITICAL!
                  BE HUMAN
                                                 What’s your promise? Your u...
New Marketing Philosophy
                            Global

                             Open

                          ...
SOCIAL MEDIA IS THE NEW MASS MEDIA




MARKETERS ARE NOW PUBLISHERS



                  27
28
WHAT IS SOCIAL MEDIA?



                29
Definition




             30
Definition
◼ Social Media - media designed to be disseminated through social interaction, created using
  highly accessibl...
Definition
◼ Social Media - media designed to be disseminated through social interaction, created using
  highly accessibl...
Definition
◼ Social Media - media designed to be disseminated through social interaction, created using
  highly accessibl...
Definition
◼ Social Media - media designed to be disseminated through social interaction, created using
  highly accessibl...
Being Social is
 Nothing New




                  31
We’ve Been
  Looking for
Connections for
    Years




                  32
33
Key Platforms




                34
Social Media is a Vehicle for:




                                 35
Social Media is a Vehicle for:




                                 35
Social Media is a Vehicle for:




                                 35
Social Media is a Vehicle for:




                                 35
Social Media is a Vehicle for:




                                 35
Social Media is a Vehicle for:




                                 35
Social Media is a Vehicle for:




                                 35
WHY SOCIAL MEDIA?



               36
acebook has the highest recall of advertising on its site –much higher
ypically seen within MarketNorms
    Social Media D...
Social Media ROI




◼Companies engaged in social media enjoy higher revenues
 and profits than their peers...across all i...
Social Media ROI




◼Online community members spend 54% more
                                           eBay




        ...
Why Consumers Follow Brands




                              40
Why Brands Want Consumers to Follow Them




                                41
Consumer Trust Has Shifted




                             42
Measurement




              43
What Can We Count?
◼ Friends
◼ Fans
◼ Followers
◼ Interactions
◼ Views
◼ Reach
◼ Comments
◼ Blog Posts
◼ Click-Throughs
◼ ...
What Can We Measure?




                       45
COOL STUFF



             46
The Challenge - Increase model awareness and familiarity by reminding
consumers of all the Volkswagens on the road



    ...
The Idea - Raise the VW model profile by reminding people of that
nonsensical, sometimes painful, game many of us played a...
49
50
51
The Challenge - Bring a much loved brand out of the 1980s and create
relevancy with the modern day consumer.




         ...
The Idea - Make the marketing for the game a game...a global game
pitting groups against each other in a battle for suprem...
54
More than 15m questions asked and answered
10 languages
3,500 non-stop days of engagement
9 years, 215 days, 8 hours and 2...
WRAP UP



          56
Key Takeaways

◼ Consumer behaviour has changed
  ◼ Explore and consider the social media space as a marketing venue
◼ The...
WHAT’S NEXT?




               58
WHAT’S NEXT?




               58
WHAT’S NEXT?




               58
WHAT’S NEXT?




               58
WHAT’S NEXT?




               58
WHAT’S NEXT?




               58
WHAT’S NEXT?




               58
WHAT’S NEXT?




               58
QUESTIONS?
Ed Lee
Director, Social Media
Radar DDB Toronto

ed.lee@radarddb.ca
(416)972-5829

                         59
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Social Media Aggregation

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An aggregation of various social media 101 slides, presentations, ideas, philosophies and examples from around the Web and the DDB network

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  • I’ll tell you what I tell them: THE SOCIAL INTERNET IS A PROFOUND AND LONG-LASTING CULTURAL CHANGE.

    Let’s look at some numbers.


  • What are the three most common things to do while watching TV - online, eat and sleep




  • Here’s what’s happened over the years since we grew up in the days of monolithic marketing. As mentioned, Product choice has gone through the roof. Noise has gone up as well. While these have increased, time attention and trust Have crashed. We all are feeling a bit time-starved. The typical office worker has upwards of over 500 interruptions per workday.

    As a marketer, everything I do is an ask for time and attention. It’s an effort to break through the clutter in a market full of choices. And that ask has gotten tough.

    So I can’t give people back their time, it’s tough getting attention, I can’t stop increasing product choice and I can’t turn down the noise. There’s one lever I can pull: trust.

  • The novelty that is Facebook. At 400 million users, Facebook would now be the world’s third largest country after China and India.
  • And while Canadians are a leeetle more hesitant about giving up their personal information online, three in five online Canadians are on Facebook.

    In fact, after Iceland, Canada has the highest percentage of users on Facebook.









  • Global – because the Internet is borderless but also because campaigns must break through the clutter and speak to everyone on a personal basis.

    Open – because clients which are transparent will reap the benefits of consumer trust.

    Social – because the new campaign must be good enough to get people talking about it. But social because we are seeing a new era of communications where people can, and do, talk about the brands/organizations they use. More importantly, these organizations and brands can now talk back!

    Intelligent – because we must not talk down to consumers any more.

    Playful – because we want to have fun!

    Mobile – because consumers are no longer confined to the cinema, to the TV or to their computers. Mobiles and smart phones are the fourth screen and increasingly the method of choice for users to access the Internet.

    Instant – because who wants to wait? The Internet has made us impatient consumers of information and those clients who make their customers wait will be penalised for it.
  • Brands can now create their own mass media channels with thousands, tens of thousands or even millions of opt-in impressions who can help amplify your messages.














  • Awareness
    Consideration
    Sales
    PR
    WOM
    Customer Service

    Anything that requires a human interation
  • Awareness
    Consideration
    Sales
    PR
    WOM
    Customer Service

    Anything that requires a human interation
  • Awareness
    Consideration
    Sales
    PR
    WOM
    Customer Service

    Anything that requires a human interation
  • Awareness
    Consideration
    Sales
    PR
    WOM
    Customer Service

    Anything that requires a human interation
  • Awareness
    Consideration
    Sales
    PR
    WOM
    Customer Service

    Anything that requires a human interation
  • Awareness
    Consideration
    Sales
    PR
    WOM
    Customer Service

    Anything that requires a human interation




  • Consumers are looking for the very things that brands want to communicate - deals, offers and a lasting relationship (67%)
  • 51% of your fans/followers will buy from you
    60% of your fans/followers will recommend you to their friends...which is important because....
  • Here’s what’s happened over the years since we grew up in the days of monolithic marketing. As mentioned, Product choice has gone through the roof. Noise has gone up as well. While these have increased, time attention and trust Have crashed. We all are feeling a bit time-starved. The typical office worker has upwards of over 500 interruptions per workday.

    As a marketer, everything I do is an ask for time and attention. It’s an effort to break through the clutter in a market full of choices. And that ask has gotten tough.

    So I can’t give people back their time, it’s tough getting attention, I can’t stop increasing product choice and I can’t turn down the noise. There’s one lever I can pull: trust.




  • The Punch Dub game on Facebook encourages people to virtually ‘slug’ their friends and families. Players have to pick one of thirteen Volkswagen vehicles, customize their punch and choose a Facebook friend. The more friends they punch, the more chances they have of winning a weekly prize (6-month leases on specific vehicles listed online) and the Grand Prize: a new Volkswagen CC.
  • The Punch Dub game on Facebook encourages people to virtually ‘slug’ their friends and families. Players have to pick one of thirteen Volkswagen vehicles, customize their punch and choose a Facebook friend. The more friends they punch, the more chances they have of winning a weekly prize (6-month leases on specific vehicles listed online) and the Grand Prize: a new Volkswagen CC.
  • The Punch Dub game on Facebook encourages people to virtually ‘slug’ their friends and families. Players have to pick one of thirteen Volkswagen vehicles, customize their punch and choose a Facebook friend. The more friends they punch, the more chances they have of winning a weekly prize (6-month leases on specific vehicles listed online) and the Grand Prize: a new Volkswagen CC.

  • The Punch Dub game on Facebook encourages people to virtually ‘slug’ their friends and families. Players have to pick one of thirteen Volkswagen vehicles, customize their punch and choose a Facebook friend. The more friends they punch, the more chances they have of winning a weekly prize (6-month leases on specific vehicles listed online) and the Grand Prize: a new Volkswagen CC.
  • The Punch Dub game on Facebook encourages people to virtually ‘slug’ their friends and families. Players have to pick one of thirteen Volkswagen vehicles, customize their punch and choose a Facebook friend. The more friends they punch, the more chances they have of winning a weekly prize (6-month leases on specific vehicles listed online) and the Grand Prize: a new Volkswagen CC.
  • The Punch Dub game on Facebook encourages people to virtually ‘slug’ their friends and families. Players have to pick one of thirteen Volkswagen vehicles, customize their punch and choose a Facebook friend. The more friends they punch, the more chances they have of winning a weekly prize (6-month leases on specific vehicles listed online) and the Grand Prize: a new Volkswagen CC.

  • The Punch Dub game on Facebook encourages people to virtually ‘slug’ their friends and families. Players have to pick one of thirteen Volkswagen vehicles, customize their punch and choose a Facebook friend. The more friends they punch, the more chances they have of winning a weekly prize (6-month leases on specific vehicles listed online) and the Grand Prize: a new Volkswagen CC.


  • Consumers will climb the ladder, becoming more and more engaged with social technologies
    Mobile will continue to explode and consumers will move away from the PC as the primary way they access the Internet
    Social networks will continue to flourish. Facebook seems the unassailable leader but there will be more
    As brands enter social media, customers will demand customer service through this new channel. As a result brands will be forced to integrate social into their CRM programs
    The consumer will have more and more control
    Lawyers will play a far larger role in marketing as the # of risks needed to be mitigated and the # of regulations (see: FCC) increase
    Social media will be a hotbed for research, development and innovation for previously traditional brands
  • Consumers will climb the ladder, becoming more and more engaged with social technologies
    Mobile will continue to explode and consumers will move away from the PC as the primary way they access the Internet
    Social networks will continue to flourish. Facebook seems the unassailable leader but there will be more
    As brands enter social media, customers will demand customer service through this new channel. As a result brands will be forced to integrate social into their CRM programs
    The consumer will have more and more control
    Lawyers will play a far larger role in marketing as the # of risks needed to be mitigated and the # of regulations (see: FCC) increase
    Social media will be a hotbed for research, development and innovation for previously traditional brands
  • Consumers will climb the ladder, becoming more and more engaged with social technologies
    Mobile will continue to explode and consumers will move away from the PC as the primary way they access the Internet
    Social networks will continue to flourish. Facebook seems the unassailable leader but there will be more
    As brands enter social media, customers will demand customer service through this new channel. As a result brands will be forced to integrate social into their CRM programs
    The consumer will have more and more control
    Lawyers will play a far larger role in marketing as the # of risks needed to be mitigated and the # of regulations (see: FCC) increase
    Social media will be a hotbed for research, development and innovation for previously traditional brands
  • Consumers will climb the ladder, becoming more and more engaged with social technologies
    Mobile will continue to explode and consumers will move away from the PC as the primary way they access the Internet
    Social networks will continue to flourish. Facebook seems the unassailable leader but there will be more
    As brands enter social media, customers will demand customer service through this new channel. As a result brands will be forced to integrate social into their CRM programs
    The consumer will have more and more control
    Lawyers will play a far larger role in marketing as the # of risks needed to be mitigated and the # of regulations (see: FCC) increase
    Social media will be a hotbed for research, development and innovation for previously traditional brands
  • Consumers will climb the ladder, becoming more and more engaged with social technologies
    Mobile will continue to explode and consumers will move away from the PC as the primary way they access the Internet
    Social networks will continue to flourish. Facebook seems the unassailable leader but there will be more
    As brands enter social media, customers will demand customer service through this new channel. As a result brands will be forced to integrate social into their CRM programs
    The consumer will have more and more control
    Lawyers will play a far larger role in marketing as the # of risks needed to be mitigated and the # of regulations (see: FCC) increase
    Social media will be a hotbed for research, development and innovation for previously traditional brands
  • Consumers will climb the ladder, becoming more and more engaged with social technologies
    Mobile will continue to explode and consumers will move away from the PC as the primary way they access the Internet
    Social networks will continue to flourish. Facebook seems the unassailable leader but there will be more
    As brands enter social media, customers will demand customer service through this new channel. As a result brands will be forced to integrate social into their CRM programs
    The consumer will have more and more control
    Lawyers will play a far larger role in marketing as the # of risks needed to be mitigated and the # of regulations (see: FCC) increase
    Social media will be a hotbed for research, development and innovation for previously traditional brands
  • Consumers will climb the ladder, becoming more and more engaged with social technologies
    Mobile will continue to explode and consumers will move away from the PC as the primary way they access the Internet
    Social networks will continue to flourish. Facebook seems the unassailable leader but there will be more
    As brands enter social media, customers will demand customer service through this new channel. As a result brands will be forced to integrate social into their CRM programs
    The consumer will have more and more control
    Lawyers will play a far larger role in marketing as the # of risks needed to be mitigated and the # of regulations (see: FCC) increase
    Social media will be a hotbed for research, development and innovation for previously traditional brands

  • Social Media Aggregation

    1. 1. WHAT IS SOCIAL MEDIA & WHY SHOULD WE CARE? SOCIAL MEDIA AGGREGATION Radar DDB March 26, 2010 1
    2. 2. 2
    3. 3. Thought Starters ◼ In the last one to two months have you used magazines, radio, television or newspaper to research a product or service you might want to buy? 3
    4. 4. Thought Starters ◼ In the last couple of months please have you used the Yellow Pages? 4
    5. 5. Thought Starters ◼ In the last one to two months have you used Google or another search engine? 5
    6. 6. Thought Starters ◼ In the last couple of months, have you reached out to your network - friends, family members, colleagues - in researching a potential purchase and an answer came back to you though Skype, email, Twitter, LinkedIn, IM or some kind of network and it was a URL to a Web site you visited? 6
    7. 7. Consumer Shift New Philosophy What is Social Media? Why Use Social Media? Cool Stuff 7
    8. 8. CONSUMER SHIFT 8
    9. 9. THE SOCIAL INTERNET IS A PROFOUND CHANGE 9
    10. 10. Typical Internet User c1996 10 Source: http://darmano.typepad.com/logic_emotion/2006/09/geek_20.html
    11. 11. Typical Internet User From 2006 11 Source: http://darmano.typepad.com/logic_emotion/2006/09/geek_20.html
    12. 12. Consumer Behaviour Has Changed ◼ Canadians now spending more time online than watching TV 12
    13. 13. Consumer Behaviour 13
    14. 14. Consumer Behaviour We know people are online. But what are they doing there? 13
    15. 15. Consumer Behaviour 14
    16. 16. Consumer Behaviour 15
    17. 17. Consumer Behaviour 15
    18. 18. Consumer Behaviour 16
    19. 19. Consumer Behaviour 16
    20. 20. Consumer Trust 17
    21. 21. Consumer Behaviour 18
    22. 22. 400,000,000 PEOPLE ON FACEBOOK... DOING SOME VERY COOL THINGS WITH BRANDS http://www.welcometofc.com/ 19
    23. 23. 14,500,000 CANADIANS ON FACEBOOK SECOND HIGHEST PERCENTAGE OF USERS ON FACEBOOK FROM ANY COUNTRY 215,000 CANADIANS ON FACEBOOK HAVE DECLARED AN INTEREST IN “MONEY” 20
    24. 24. 50,000,000 UPDATES ON TWITTER. EVERY DAY 21
    25. 25. NEW PHILOSOPHY 22
    26. 26. RELATIONSHIPS
    27. 27. RELATIONSHIPS ENHANCE CAMPAIGNS; CAMPAIGNS DO NOT CREATE RELATIONSHIPS 24
    28. 28. THIS NEW MARKETING MEANS… 25
    29. 29. BE HUMAN Join your audience on their terms THIS NEW MARKETING MEANS… 25
    30. 30. BRAND IS CRITICAL! BE HUMAN What’s your promise? Your unique value? Join your audience on their terms How will you bring this to life? THIS NEW MARKETING MEANS… 25
    31. 31. BRAND IS CRITICAL! BE HUMAN What’s your promise? Your unique value? Join your audience on their terms How will you bring this to life? THIS NEW MARKETING MEANS… NO MORE SET & FORGET Dialogue requires feedback mechanisms, time, effort and good conversational skills 25
    32. 32. BRAND IS CRITICAL! BE HUMAN What’s your promise? Your unique value? Join your audience on their terms How will you bring this to life? THIS NEW MARKETING MEANS… NO MORE SET & FORGET COLLABORATION Dialogue requires feedback Consumers want to feel a part of mechanisms, time, effort and something bigger. Let them good conversational skills 25
    33. 33. BRAND IS CRITICAL! BE HUMAN What’s your promise? Your unique value? Join your audience on their terms How will you bring this to life? THIS NEW MARKETING MEANS… NO MORE SET & FORGET COLLABORATION Dialogue requires feedback mechanisms, time, effort and good conversational skills Go BIG or go home Consumers want to feel a part of something bigger. Let them 25
    34. 34. New Marketing Philosophy Global Open Social Intelligent Playful Mobile Instant 26
    35. 35. SOCIAL MEDIA IS THE NEW MASS MEDIA MARKETERS ARE NOW PUBLISHERS 27
    36. 36. 28
    37. 37. WHAT IS SOCIAL MEDIA? 29
    38. 38. Definition 30
    39. 39. Definition ◼ Social Media - media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and web- based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). 30
    40. 40. Definition ◼ Social Media - media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and web- based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). I prefer: 30
    41. 41. Definition ◼ Social Media - media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and web- based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). I prefer: ◼ Social Media - how people socialize or interact with each other, around a variety of shared interests, throughout the World Wide Web. 30
    42. 42. Definition ◼ Social Media - media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and web- based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). I prefer: ◼ Social Media - how people socialize or interact with each other, around a variety of shared interests, throughout the World Wide Web. Source: Wikipedia - a social media 30
    43. 43. Being Social is Nothing New 31
    44. 44. We’ve Been Looking for Connections for Years 32
    45. 45. 33
    46. 46. Key Platforms 34
    47. 47. Social Media is a Vehicle for: 35
    48. 48. Social Media is a Vehicle for: 35
    49. 49. Social Media is a Vehicle for: 35
    50. 50. Social Media is a Vehicle for: 35
    51. 51. Social Media is a Vehicle for: 35
    52. 52. Social Media is a Vehicle for: 35
    53. 53. Social Media is a Vehicle for: 35
    54. 54. WHY SOCIAL MEDIA? 36
    55. 55. acebook has the highest recall of advertising on its site –much higher ypically seen within MarketNorms Social Media Drives Awareness and Recall 37
    56. 56. Social Media ROI ◼Companies engaged in social media enjoy higher revenues and profits than their peers...across all industries Altimeter Group + Wetpaint 38
    57. 57. Social Media ROI ◼Online community members spend 54% more eBay 39
    58. 58. Why Consumers Follow Brands 40
    59. 59. Why Brands Want Consumers to Follow Them 41
    60. 60. Consumer Trust Has Shifted 42
    61. 61. Measurement 43
    62. 62. What Can We Count? ◼ Friends ◼ Fans ◼ Followers ◼ Interactions ◼ Views ◼ Reach ◼ Comments ◼ Blog Posts ◼ Click-Throughs ◼ Time 44
    63. 63. What Can We Measure? 45
    64. 64. COOL STUFF 46
    65. 65. The Challenge - Increase model awareness and familiarity by reminding consumers of all the Volkswagens on the road "People think they know Volkswagen but we believe there is a bigger story to tell about our brand, our commitment to the American market and our expansive line of affordable, German-engineered cars that are fun to drive. The PunchDub campaign is aimed at reintroducing American consumers to today's Volkswagen." Tim Ellis, Vice President of Marketing 47
    66. 66. The Idea - Raise the VW model profile by reminding people of that nonsensical, sometimes painful, game many of us played as kids -- punching each other whenever a VW drove by. 48
    67. 67. 49
    68. 68. 50
    69. 69. 51
    70. 70. The Challenge - Bring a much loved brand out of the 1980s and create relevancy with the modern day consumer. 52
    71. 71. The Idea - Make the marketing for the game a game...a global game pitting groups against each other in a battle for supremacy! 53
    72. 72. 54
    73. 73. More than 15m questions asked and answered 10 languages 3,500 non-stop days of engagement 9 years, 215 days, 8 hours and 24 minutes Back in market as a battle of the ages (over and under 30) ...and the women won 55
    74. 74. WRAP UP 56
    75. 75. Key Takeaways ◼ Consumer behaviour has changed ◼ Explore and consider the social media space as a marketing venue ◼ There is a new philosophy for marketing ◼ Marketers must think differently in order to win ◼ Social media can mean many things ◼ But it’s not something to be scared of ◼ The industry is moving forward ◼ Those who do not participate miss out on experience, data, insight ◼ Social media can deliver ROI ◼ It is easy to integrate into your planning 57
    76. 76. WHAT’S NEXT? 58
    77. 77. WHAT’S NEXT? 58
    78. 78. WHAT’S NEXT? 58
    79. 79. WHAT’S NEXT? 58
    80. 80. WHAT’S NEXT? 58
    81. 81. WHAT’S NEXT? 58
    82. 82. WHAT’S NEXT? 58
    83. 83. WHAT’S NEXT? 58
    84. 84. QUESTIONS? Ed Lee Director, Social Media Radar DDB Toronto ed.lee@radarddb.ca (416)972-5829 59
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×