April 2009


You+your
corporation
+your customers
Best practices for online
and social network marketing
Agenda
1. Marketing: Old vs. New | Then vs. Now
     Empowered Consumers
     Data
     Inter-action
2. You+Your Corporati...
Marketing then
Marketing now
Empowered Consumers
Empowered Consumers
http://www.youtube.com/watch?v=CvVp7b5gzqU
Listening = Customer Service = Marketing

Listening is a positive, useful reaction to
Consumer Empowerment.

“Beyond being...
Data
Nielsen @Plan example
Nielsen @Plan example


                    Let’s compare people
                   who’ve been in our store
Nielsen @Plan example


                             vs. People who say
                  they talk to their friends a lot...
Nielsen @Plan example

                  How do these two audiences
                  compare to the average, U.S.
       ...
Nielsen @Plan example
Data tells us the people we’re trying to reach
seem to like video games a lot more than the
average U.S. adult on the Inte...
Nielsen @Plan example
Data tells us the people we’re trying to reach
create and publish their own content. Hmm...
Data helps us




in the digital age.
Data helps us
create




in the digital age.
Data helps us

know who cares




in the digital age.
Data helps us


know why they care




in the digital age.
Data helps us



know when they care (more, or less)



in the digital age.
Data helps us




know where and what they’re doing when they care


in the digital age.
Data helps us




test what makes a person take action

in the digital age.
Data helps us




tell more relevant, timely stories
in the digital age.
Inter-action
You
You   Them
Us
Inter-action is...

An expectation
Reciprocity
Courtesy
Conversation
Response
Measurement
Research
Understanding
Dynamic
I...
Inter-action takes form as...

Sharing
Crowd sourcing
Blogging
Micro blogging
Commenting
Embedding
Linking
Tagging
Rating
...
Agenda
1. Marketing: Old vs. New | Then vs. Now
     Empowered Consumers
     Data
     Inter-action
2. You+Your Corporati...
*David Armano via AdAge.com
“Ordinary people having micro influence in this
macro medium we call the Internet. [But you
need to appreciate] the potent...
http://www.youtube.com/watch?v=9j4yzfC6ijY
“If you are going to have your company play on
the social web, then you have to be ready to
play a full contact sport whic...
The Brand of You,
              Being You
               The Brand of You,
Topic/Issue ->
               The Employee
    ...
The Brand of You,
              Being You
               The Brand of You, <- Audience(s)
Topic/Issue ->
               Th...
“By Wednesday afternoon, the video had
been viewed more than a million times on
YouTube. References to it were in five of ...
The Brand of You,
              Being You
               The Brand of You, <- Audience(s)
Topic/Issue ->
               Th...
Agenda
1. Marketing: Old vs. New | Then vs. Now
     Empowered Consumers
     Data
     Inter-action
2. You+Your Corporati...
*What’s your personality? What are you trying
to communicate? What’s your bandwidth for
listening and participating? What’...
Conversations About The Future Of Advertising
catfoa.blogspot.com

Minnesota Interactive Marketing Association
http://mima...
Thank you.

email: tim@helloviking.com
take our tour: helloviking.extendr.com
Marketing & Social Media
Marketing & Social Media
Marketing & Social Media
Marketing & Social Media
Marketing & Social Media
Marketing & Social Media
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Marketing & Social Media

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Who isn't curious about social media's impact on marketing? Here's a presentation we use to start a productive conversation with clients around why and how marketing and advertising have evolved, and how this affects personal and corporate behavior online. If you're interested, we'd love to walk you through this, over the phone or in-person. Look us up: http://helloviking.com. Or http://twitter.com/helloviking.

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Marketing & Social Media

  1. 1. April 2009 You+your corporation +your customers Best practices for online and social network marketing
  2. 2. Agenda 1. Marketing: Old vs. New | Then vs. Now Empowered Consumers Data Inter-action 2. You+Your Corporation+Your Customers “The Brand of You Being You” vs. “The Brand of You, The Employee” vs. “The Corporate Brand” 3. Resources
  3. 3. Marketing then
  4. 4. Marketing now
  5. 5. Empowered Consumers
  6. 6. Empowered Consumers
  7. 7. http://www.youtube.com/watch?v=CvVp7b5gzqU
  8. 8. “...the number of blog readers has jumped to 57 million American adults, or 39% of the online pop- ulation,” according to a July 2006 Pew Internet Study. Technorati currently states it is tracking over 112.8 million blogs (April, 2007) and, “120,000 new blogs are created every day.” “YouTube reports serving over 100 million videos per day,” according to TechCrunch, July 2006.
  9. 9. Listening = Customer Service = Marketing Listening is a positive, useful reaction to Consumer Empowerment. “Beyond being able to pay our bills and make our financial goals, we're not actually that focused on getting customers to shop and purchase from us whenever possible. Instead, we’re interested in forming lifelong, meaningful relationships with our customers, so the more engaged our customers are, the more likely that will happen.” —Tony Hsieh, CEO, Zappos
  10. 10. Data
  11. 11. Nielsen @Plan example
  12. 12. Nielsen @Plan example Let’s compare people who’ve been in our store
  13. 13. Nielsen @Plan example vs. People who say they talk to their friends a lot about the products we sell
  14. 14. Nielsen @Plan example How do these two audiences compare to the average, U.S. adult using the Internet?
  15. 15. Nielsen @Plan example
  16. 16. Data tells us the people we’re trying to reach seem to like video games a lot more than the average U.S. adult on the Internet.
  17. 17. Nielsen @Plan example
  18. 18. Data tells us the people we’re trying to reach create and publish their own content. Hmm...
  19. 19. Data helps us in the digital age.
  20. 20. Data helps us create in the digital age.
  21. 21. Data helps us know who cares in the digital age.
  22. 22. Data helps us know why they care in the digital age.
  23. 23. Data helps us know when they care (more, or less) in the digital age.
  24. 24. Data helps us know where and what they’re doing when they care in the digital age.
  25. 25. Data helps us test what makes a person take action in the digital age.
  26. 26. Data helps us tell more relevant, timely stories in the digital age.
  27. 27. Inter-action
  28. 28. You
  29. 29. You Them
  30. 30. Us
  31. 31. Inter-action is... An expectation Reciprocity Courtesy Conversation Response Measurement Research Understanding Dynamic Involving (Above all) Human
  32. 32. Inter-action takes form as... Sharing Crowd sourcing Blogging Micro blogging Commenting Embedding Linking Tagging Rating (Above all) Participation
  33. 33. Agenda 1. Marketing: Old vs. New | Then vs. Now Empowered Consumers Data Inter-action 2. You+Your Corporation+Your Customers “The Brand of You Being You” vs. “The Brand of You, The Employee” vs. “The Corporate Brand” 3. Resources
  34. 34. *David Armano via AdAge.com
  35. 35. “Ordinary people having micro influence in this macro medium we call the Internet. [But you need to appreciate] the potential risks and downside of this activity as it can relate to your full time profession—especially if you are not self-employed.” —David Armano
  36. 36. http://www.youtube.com/watch?v=9j4yzfC6ijY
  37. 37. “If you are going to have your company play on the social web, then you have to be ready to play a full contact sport which includes unpredictable scenarios. [The social web is] powered by people and people are messy. People also tend to be more loyal to other people than they are to faceless organizations.” —David Armano
  38. 38. The Brand of You, Being You The Brand of You, Topic/Issue -> The Employee The Corporate Brand For any opportunity in the social space, you need to consider which persona is effected, which is best for engaging (or not) and what might result by participating.
  39. 39. The Brand of You, Being You The Brand of You, <- Audience(s) Topic/Issue -> The Employee The Corporate Brand Then you need to consider how various audiences may react to your participation, and not just immediately but well into the future.
  40. 40. The Brand of You, Being You The Brand of You, <- Audience(s) Topic/Issue -> The Employee The Corporate Brand And if the opportunity has more of a corporate focus, then perhaps the organization needs to create dialogue internally around how employees ought to participate.
  41. 41. “By Wednesday afternoon, the video had been viewed more than a million times on YouTube. References to it were in five of the 12 results on the first page of Google search for “Dominos,” and discussions about Domino’s had spread throughout Twitter.”
  42. 42. The Brand of You, Being You The Brand of You, <- Audience(s) Topic/Issue -> The Employee The Corporate Brand How would your personas have responded?
  43. 43. Agenda 1. Marketing: Old vs. New | Then vs. Now Empowered Consumers Data Inter-action 2. You+Your Corporation+Your Customers “The Brand of You Being You” vs. “The Brand of You, The Employee” vs. “The Corporate Brand” 3. Resources
  44. 44. *What’s your personality? What are you trying to communicate? What’s your bandwidth for listening and participating? What’s your appetite for the unknown? Considering these questions will help you decide which tools and venues are most appropriate.
  45. 45. Conversations About The Future Of Advertising catfoa.blogspot.com Minnesota Interactive Marketing Association http://mima.org/mimaevts
  46. 46. Thank you. email: tim@helloviking.com take our tour: helloviking.extendr.com

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