Integrating Advocacy

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This is a presentation George Nimeh gave at the MAA Worldwide Fall Conference in Las Vegas. It's about trust, advocacy and integrated communications in the digital age and is based on a Campaign Magazine article of the same name.

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Integrating Advocacy

  1. 1. »-" , ‘ £, j : r‘14‘J; ¢ ; L:“+'_ . -: - j ,1.”-. :_. —. . &-V -:12. Integrating Advocacy MAAW Worldwide Fall Conference 15 October 2007 , {(1 '_'“"“y"
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  9. 9. .3/ . p . x. .
  10. 10. Continuous Partial Attention °“| nformation Overload” (Alvin Toffler, 1970) - How do you break through the clutter? ° Is this really The Strange Death of Modern Advertising? ° Do only brutally simple ideas get through? ° Does it really boil down to simplicity, brute force? - Is it really about this?
  11. 11. - = ». ‘r‘iie'. :i: me to F worch our izcoiir like rs c-tr-er Ploy-Doh Ad ii i i, inP'I-I"NnIvDA‘MIllhi. I,. 'r'l'In'h IP01’ In-luau-. | Ah. mun n III E ITIIIII ‘NK '7 ‘_ ‘ . ‘E u I “ ' ‘~2- , , K I / - Colourwoll 7. Studio <29:-aux. Ir -nut i Ju u AIUIQK II I arm-I . -Mo FE; 2'7 Q «I. . -' ' . f ‘S I . '_| . __ p-- ‘G _id" J ‘ 1 . ,--1 gnu
  12. 12. SmFrmcbco.2005 Thee: Dtrdtreocmn $1.: -: Frat-ee lireaneazs Hllflllls Jts-C: -T-. r:; 'slt-: i YIHIII -flfllfi I 1 : )‘IM = oa. r«Joao in valacltt ‘valor £81491: :8 «ma . punauIU- >1.-. aa nu. in v- I-« nu-an-: un uown1-o-oanuuulltcarIun- HA ' -on, ~d~< En mi. km ’ uoJu| . in . luv. “ | |u. |.uuon «halt: '4lIn. -Lava r. ..-um can u. n. nu-. -«Jo. pr‘ max and lo-In My o, -mo go-nu -a-«gap ‘: hI -' '1' --at-oath fir--' AMJIIM-I plml - 21-. » ~ so on. » was --5. an um-n . - -: -1 L1! kg! !! UIII 5IIIIIIowI. >IAIn~| « IIu. un. II Ilia I h. "ImIf §-I IGI. ‘ , '-. 'rlIIl. V.' “V HIQPI . Il Ilu: oonntntr um y-nun: 9': M mun. ’ _ W‘, ,. ,_J, ._ | I:f1NQ: n': I200 7.’: |e': l'. :hIr| ¢;en(9sn0 'La: .9‘ mlw Ag an . I Al-uh .11 -. mm none .94.. .. .4» L10: dbl tail nit‘! -II K, I llrlflwfbd o‘9". '~'un an-mg. -50-: as C -60‘ 'rn-- an » r. -«I v-. . In ah . In «mil .0 him aupllc up s. w- I cnJ. u(. .. .m-l ; Ania: Jl"O. nl. aA ruwu . :.’. lru. - nldutu G o (syn '7‘ n( o--bar rm (mu-n en 1-8: In nwIu0«. lt. a.-III an In vacuum: -nu V')€’€I. '. A: SH" Vic IQJZNWQC B‘ ‘V nxmnmnnu «sous n unun an n-nun I‘nl 'M, I-I row 8 ' in bar row -M In-an In‘ UM . --~ r-; .n J In. I nlvli. In Hun‘: ‘II, lane 19» my a : 'Io; u-v yr av-nt---H | |n. |.¢(. lad V05 ' ' 168.. lblh uni ; L.am . .r. -a¢vI’! §muI. -dad: I. .y You rllul. /. .5. run. anal In . ulwumflllu 4:4; 4. 4» cu‘ autumn ua. u.uu- mu = —. uz. .. nuns. .. < . ... L.. -. 4.. .: . . ln; w- « «It? Zflldhot-ehK "Ill SIAVA L 3131 ‘. t I'? $t‘. l§$l9 I‘—: "I M1 VIIO . ~£yu null-s -L. rd~ . v-. VI-01 . fl:. .A—'2.Ld. | I. -'4 San Frarciaoo. 2M5 bind Sthi-AI . - at. in Man Pall‘-5 Llrwhu. . .4’ -‘.1 ls. ..» m. .. .I 4 ’l , on n. -rm - -In an 'hK: ALH . ,.ir. .:n1i o. .~. ..r. .r Dunn. JuIuJ. ~a- u IOOIIII 0-” Duo»: llu cl -u-, —-~. "an an Inn: Inlnnawog - n. ... .. unsun-chub) I); -run IuI: u-uhnnuuur ‘ labor J L. II. 5 -- . r-. mu-lné . m -5.. Hutu-"M ls-nil Illa: Ian IPIIO 4.-. g 09 -. -. Illll U IOU‘. DI“ I n: . a. Loan 9 IOIPCIOII 2 L. -.-. - hn iernln nun 2 Inc»-4-.
  13. 13. "ii III -I. .-‘ '. '.'II¢. ‘-i ": y.| fllilll: II Fa-ill»: ': liu ll-i«_; .'ri. l:a C-»: ;t.1.'-3 -. -ruiz, -5 E | iI= -la v I’ —. i'i. — ~' ' V ‘: «-9.‘. Ill . li1‘ci'. ri. +ii Jet; sony bravia shoot Illurllllalls -i~: trri . -' : :."nrr-: ri: '; blew 13 : iII'Iv:3I ow (f) Watch no this newcommercial oeino made was really som31h'ng. 're crew all get or win the lnnals arrttrnv laid on trip: av': r/ fortre local kids. WELL C-0tE ACADEMY FII us T£. l<l= AFn'I'-I I " I l I i-'5 1.1 C1 | IIllIlT'I"I ’
  14. 14. The §hift
  15. 15. Radiohead: Pay-as-you-please IEQS fffillli nu ‘ 100»-lle sv- . q.; -. : 'uII: — wax -w-r--L--as--- - . .‘. ..'. »u . . -nu. -s-r nay-_v-N a u. .-. . u ‘DI/ Inlaul 1 . ... ,. - a / I h‘I. rllIIl/ ‘A- 1| R: -1 l‘IIIh Vt‘!
  16. 16. Conversations Matter
  17. 17. Rethinking Pareto
  18. 18. The Authority of the Crowds -§hift in control of brand authority ° No longer a monolithic voice from above ° Steve Jobs was right
  19. 19. E35)/ . right?
  20. 20. 8 6 6 (‘Ian hhc Thelppruuu 0 F‘) ‘I 4 £' - f . tn-. ywna I. l-wauppu an -an, ‘ V 1': ‘Cl’ ‘ E ‘ Iimh I Ipnl Dugn Dru‘ shun’ I «null. and limo! ML luuanu soul hwn run LL) mun! od. no. us' L", .J CHEVY ONLINE -14» ; mull NZVUJI I-‘N - ‘nib . “.1; , u. s. u I— hqculthng 1.: -nu. Ana: -.1. . : an -.4. r'$ll’| lC‘ ' OCIZ Qt PLIIYGB Oifllb nujfl . .n. ..I. .. . ‘1-, |‘~. AH ‘ ‘n . .. -m. . .5, ~. .., ‘.. 'u. .. . . ¢.. . 1 313' I/ «ell? JIA I99: emu I1 2 T UKIJFS I V. D: Ir-I wrjtut wan -Ilupnspflv-tyut - L mun x aha. --3-1 mo snngun: u. -nu . aiauusa-Inga: -cl ruuln . $1 nniawnnpumbhutéjcr ' ' . .,r. _n. .p. a.. mu-m mu. vtmunwuu «ac niiuovllvu aux: cllml: -an. IIMDOII Vflll $UII YIIOI uoum. -4. y . —mnu. .--: ~ , ——-wow»-can 3 V--C‘ V. ..)-Di v . .wJa V»--vu 7,. » J: v-. .o(: ' an I‘ ‘us-ca VIATOM VOID éllfllll. M . cal . ... -g. -an , ..2-u-. .a. .u -1.. . . r, ... . . .n
  21. 21. 6 O 0 C190 Yahc Thehppruute 0 {'5 ‘I , . ‘J ¢ . IQ! funnn I. r. -uuppn an -Mn, ‘ V 1: ti’ ‘ G ‘ | 'l. ‘hII 8 ID! !! D31: Ira‘ Luna’ I -null. Email link! an uncut :11! am» an LL) lfllll mamas‘ NZVUML-TI . nnlb -tr-l. A,u ‘.1 l— bqaIJuu. ¢ nun--41-. --. n.v.4 nun. rvvrusl’ ' I'll! OIAZ PLIIYUR Oifilb hurl . I. ..». ,. . ‘i. .|'~. AH ‘ ‘n . .. «u. . ¢ 3., .. ‘|. .. . . ... . a 2 In? slain 1 ~r-mu 310' Uxelfi 4-4 ION ebu nan » L: -x u--1 Ania: -all-.1 cal: Mlu Anni -44!: A u: T UEIJFI I V. D: on vvjfiur wow- ‘Itp—: yIv-Iy| fi' - I. tau-. 1 uhu-u ma many. -4 u. -nu . sin; fllgllitifll um man . it hIojawupimbui. %1uI ' . ., r. .-gm, .a. .i. n|-nu was :1 Ft "INCA I~: ua Iiflolflflli SW1! I-fil! «)HI'ZlIhI'lafl ar&'. l-Illml: -an. IIMDOII Vflll $UII YIAOI won an. -u--. y . —«u-. ..--- , ..-u--am 3 V. »r. < v. .). n: v. _uJn vi--an V. ..A: ’. rumor: VIATON VOID éllfllll. M . .. n . «.. —.». u , ..2~-ua. .-.1 -1.. . . v, ... . . . I 4 wnou rn
  22. 22. "- F» l‘ ("mu Yarn: Ti : Apple: 11.! -. - ‘ V1 Unmu LI M”-an «-an 'v u" v _, A D"-I H, u» . . . -J ' . . on r . - , .——_ . r i 1 . I‘ l I “ 4'; . . - ‘ FlC'CVDL*r‘» A53-1'73 . . . .-« -‘fly. .. . .- . .4». INTTIITFXT vv mm V’ y- ‘- :4 CLICK HERE 'l'0 ADD YOUR TEXT CBQJCLI. :»J&Mll ‘W . .- -. . . . i‘L. U1VDlH| CDi‘M| .iIC1»l . . t . .x 1 . .. . 1 ‘fps. -_-ggojioi v . ‘;. >_’o‘ , -If-1 "3' | 'n: .“"8l‘. °:. § . .m~. .‘ v-‘II i r< .4 . an ». up an. .. LHI A m I. m1:. .:. .I; 14.4.. -mm 1.4 , -~-. - 11- < CM)‘. ‘.[ CM'| « . iIUIl! Y1l. ‘Cl . ‘ . ‘. . . . »-. NATCIIVC*. |lC§MN‘L: ‘.OIAL . - . , . , - a . t - wncu W‘.
  23. 23. "' l' is 1:10: I : Aunt: (1.: ui Jun! r iu, pr! nu nu YOUR COMMERCIAL ». .»u-‘M xunr Hr. ‘IInIu u. ..w; c u- 'u-I. -41‘ . Ilnr. l'I. .u ‘nu cu ‘ «Lnu u-«IL»:
  24. 24. Cost $2 million. Lasted 2 weeks.
  25. 25. oke Zero: Australia - 11.: . ‘P"Cl'. WV mn. ..- wait‘ 4. a .4x, . . , .r. ~. ..n. .. -r-. ' -. -«- . ». r—. ... ..n. -. . :.. mv-. i.. :u. um IJAw< vu. : THE ZERO MOVEMENT SUCKS t manure . »; ~— wulqxn . [lib W. mnflniingr-nnpaigwhsnm Ilia am: km; -. all r. u- - 1.. .- n- u . u. u 'l‘ 'vv. ~v . m . .~. .- ‘IL ‘IV 4'. pm. ’ wj -~ 1-: u m-- v-‘Kim ml rrnJ3'vu: v|>A - 5,1», -«mun. nu. -. 1-111 4- umcn. nn-v- um . ~:, ... rug IL . . . In mar. .«. .o. .4u~--n«n- . -«-: ».-. »w u «luv. -.i . a». w:l ». :.. «.r. C:v. .2:u»—: r:u. HWIUITIUSIVUHVMJCOMWIW "“ ""'-‘ ""' '-"- IZFOCDES’ Vvuuit . ',>x. 'b| .All I! -:11; -15.31: -run-Iuasw-vn n-nun . 'bv|3n»~~h6a guv-u -1111-1'13 at-, rg> -Juuun Jndfflkfvllll nu. .. . .<u-in-. .-. . may m. w. . 1.. . UNI-0-‘~90 -«""| - l'. ' v ‘O-: UrvIVll'liI5‘~ «mum Ir! ..1 - -. .n‘n- . . may. ..» : .x: :»»— 1'v‘l'>~: ;-r'lI. 'r-1 -mn~(. ,-ya . . . .. . . .l. -l. .,. .I. ... .u. A.. ... ; mu, -ants. -uuua-nu ngnvluu -. ;iz. oc- '. ‘l‘. ar11u rzuuuvcnn. "run-'. r. - 1. iv, -‘.1 . 14‘, :1-coiuvw p*n9oDt1>c‘}lJ'nx: rI. _nl; A1 . -.x- van-; flu r. . g in. .. l I n_~. >.u1v-.1 la. -< -v n. - -1-». u'd)rnc. ' ‘way. u. .. vrrnwnrnl rs- . w.nu-an mo. ‘ , .r n. v IIVITL an an . l. . . ,. .- . . m . . a. * '- --- -' -t 4.i| .J‘: ,>. D.i‘lIi -:4 -v-an-2. us 1."I7v'. ’ -r-; -,-w -g. .. :v; Lt). -3:43_'r.1.h3 1;». .1 "A - ()1-tzllqll-s. .I4‘1il. .xzw nv . um um». ,.v. ». .i. mI up-Hung. ‘ . . ran. -.u. u,4‘um. u~: .u vr. .n -am. rurl-A1I'I: « _ , _ m_, ,n______‘, m, ‘n " : a'T@: l1x’ll'r, Il. 'v~1‘711)'.1.l! v‘l! "d -IA. ‘ ill ~i. . -. .. .~, »,-. ... ... .-. ., ., nu. ‘ ma-; n. .0”. -;. ._. r. in: rr. m nu r. ,. ... .i. ..< -L, ... l.. .-. .w. . . .,, .4 V4 x. .,. .., . . ... » . .u 1 -. . . . . .. l,. ... .., .-. .-u r( Lash»: kLv‘3v v-_ m: u. .u~. nun . r.,
  26. 26. Wa| mart’s Hub'tas'tic Flop :1‘ W 7‘ _ “ ff; r _ Paid actors. Fake videos, even on the l— I .7‘ . ‘ ~~ , up 1: , . . . homepage. Scripted dialogue like, "I’ll ‘ ‘ school my way by looking hot in my K , _ + M ‘ X “I y, ‘ ‘_ Wal-Mart clothes to school tocatch a ‘L 3 j_‘_ cute boyseye. l N '15“ I . ‘ (Y-i Hi l{‘—r- ~ ‘. . u ' l 1'1. —‘- - » . ' LL] ‘ . .. - _ r _ .11 3: n. -Marl Q —_. ,1; . A‘, I—iI - . ' -»___~ --:2-- - __d 4 . i.-. .-; iI‘| "»T um » i .1 ill * .7 — ~ I V ' 1-; Jr‘ , « _««= < , , 1 3 ‘I'll '. .¢~< ). F‘ I | !’: --‘, ‘ '~ gm‘->_j £5‘ 1‘ , .,A . ‘H. W l _‘ , (/. "Ev I . . = ~.—5- . ’ . . .4 , *» ' --H. , ll ! I.. '. , " -. “ -»’; ‘~»' « ) -an ' "J. ::~~‘. ., I - J - )3.» id f‘: _i', :‘, ,_ n , J , '7,“ W ‘)
  27. 27. WAL*MART W bL$'Ul1--¢AnvlDv~aur~fl! .n $&n -y. nn~. h&-nun. -l. un«-nInn‘<auu’a '4-lib fiukulmbwinhflbww (I--v «today-¢ uuuclludtnlorfin Mann nnbouwnf-Ala-AC1: mwxflctt wII$nQ4lOt$a‘! IIhavaAIt| lbr. lllvrwv-can-i-nvp‘a'u nu--tutu Ouhunmu-sumac}-mun . -acne-nu
  28. 28. Want people to trust you? - Transparency ° Creativity ° Expression ° Value ° Choice ' Control
  29. 29. Generating Ta| l~<abiliiy
  30. 30. [wisp lte Me YOUR WINTER WONDERLAND n: :l| d - TIIS WAY » av: r‘latt~': rs. Tnzu r: >': ~‘_—d brc adbard tor this site.
  31. 31. LY NY . ‘ l.3i'm~. ')‘ /2211 to , we» / will BLOW THROUGH YO! !! MICROPHONE OR HEADPHONES ']]3§[n)NJSE'l_Vx 3.~'ll'. Y)"5'-l”T; JF‘. _ TF3 l VJ‘! T7) 3.5-‘ IP . '
  32. 32. r; wlr‘ ; .-: :‘m. ».. r V
  33. 33. P, ‘ it'll ‘ &= #v‘rri'f" s —. ._, ’L. '~‘; ,"—& / "' -, _ V _, >-_. —.' V , , v ‘r. ». fig, ‘ , :.‘_~; r~{__ M _ g V if : "l1‘i‘fe"“: "«"“". «:~"‘1‘ “- . s _. ——‘. .p. ..—. fi — i. ... _.. ... 5. . —.'. r . **r
  34. 34. u-1;; -a»: -1 z : + 3) g» ,3) P u PVOICCWIHC1 hm! atyauthm R M1 - l2n1-J; i18lu. In-1 3,» §"’; -Q‘ ‘, 'nNret‘nrM*. t Ii '€: .r. <r1ln‘. “. ‘«*3‘v -‘rcrm vmvt l-35.17% ': '*eIr. cn3ho"tJlub£ *Ic3:'. )Ir9c‘. a‘ mha srne ‘: 'dIre: c'~3 Mm ecnemlrr 3 3»; -2 Z| in4v. :'IuI{1alfil'tIu‘us| .t. "I; Hem: .: name‘. £7 an; ‘1-vb um]! nnrfvau. Jim ‘em= '.511mm! -imtwe e: mosL-e'Jur. e51to 'n~_r I llll. 1| mam :1 '*oI. v.n, ~t-ne t. :-‘1-ms nauol r'3m; :(uI‘ nl ‘sell. -s -. ,r. =re~ou1: ax»: -he smut Be" IndLat'c . =ue1'.3, mt: him I'll | 'm: :!n 'nF1 IF ; n:lfi1_': ' Dilil‘ z_ 3 Id em-ncu. fi n 2'; [firs amt ‘(ct II alsc 539 . -)I. ‘I. -: ? I1ll1(| ‘.10HI‘f)3d(e‘S'. J Ii‘. -WC r. -3:a: ~:«o1 -‘ML: -:-Intc-. ':1<-3sllcert’? .v: rId_s'1,'c. rIv, In Ilfiflfl | I:l1‘u: ml A . -film challenge fo'rd; i1*sc'i: o1*s with something to say. Submissions end: November 9th at 11:89PM :81‘ ‘Ideas I f‘.33Vli'3‘. i I Ifznps 'mITuta "{{| II| ""‘[; i|| ‘ 11.. ‘pt -. . H‘ I" 1; i »z? - , ._ z . w T 4. l. . I V ls 1 '1.“§. , ' L -- ‘ . u “ ? I ' v Q 1 ‘; ‘l| ||i); gI‘r V‘(| ‘|0V. l:‘ Cxknufl‘ L; * ~ % Your Challenge: Direct a unique film that includes "‘= m»PR03EU2UlRE[T these ~13 . ‘~. :Lara«: te: :1:-. ‘_"-'a. s: x'rti);1 = 1-veris E. ‘ he: :'1a: r.'1t}, 'te-: =2‘_. 1r. '. '.mo11;I1ca. ‘.«. MTJD8 1!‘v »H J M] In uIx: :' sun! ’ I! ‘i lI’u. I"‘E “ 'u-vl n Ann. ‘us In. :. ,I
  35. 35. The “Secret” Facebook Rate Card
  36. 36. TOTAL MONTHLY UNIQUE VISITORS: "I get up in the morning, check my 2“ '“‘“‘°" ”"'‘‘”° "“"°" email, read the New York Times, men Facebookm -- TOTAL REGISTERED USERS: 27 million registered users Roselle. Server at Stanford Umversvty TOTAL MONTHLY PAGE VIEWS: 40 bullion 'nor‘. thly page views AVG. MINUTES/ USAGE DAY: 20.0 mm/ usage day FREQUENCY: 54$. of regrstered users return every day 85$. return every month RANKINGS: 8 6 of Top 100 Sxtes. by Total Monthly Page Views 8 2 of Social Media Sites. by Total Monthly Page views I 1 of all Photo Sites, by Total Monthly Page Views in Facebook Photos 'l~tcr‘al a-‘c co-Sccrc Marc“ 2307 re v~: cr*al data
  37. 37. ~_ Opportunity ‘Ti , 'i Homepage Sponsored Stories - The Homepage Sponsored Story is an effective way to gain massive visibility, big impact, and reach users in a creative way. - Every user sees their News Feed when they iogin. It contains information on "what's happening in your network. " - One Sponsored Story is displayed at at time, giving 100% SOV within News Feed - Advertiser gets a lot of text, and up to 4 images (or one video component). - CTR is 20x higher than banners
  38. 38. Opportunity #2: The Facebook Sponsored Group - The Facebook Sponsored Group is the most integrated advertising opportunity on Facebook. It combines the functional and personal features of a user-created group with a valuable branding opportunity. - It is a content-rich section of the site that enables students to unite within a branded environment. - The Sponsored Group provides brands I y y 4 ‘ with a direct link into the Facebook . ”‘. Z'. "'. .‘2.‘. ... -.. ... ... . . ... ‘ community as a participant. not just as an 3 E H ! . advertiser. to-4 uaauu iv- arson no hay--co. ‘ s. .-. ..» : ._. o~ -un4p- zgtami
  39. 39. Opportunity #2: The Facebook Sponsored Group $350!: $3001: SZSOIK $200k S1500: S1006: SOIL February
  40. 40. I _ . . - Sponsoreo Group Package & Promotion. Within Group: 120x600 In-Group banner ad will drive traffic to the extemal client site. This shows up on the left side of group content. Contentllmages = client controls all content/ images, with unlimited content refreshes -oo oooo 00 included Promotional Ad Units, To Drive Traffic to the Group: Monthly Message Blast will reach registered group members via Facebook's intemal e-mail program. "Next Step" homepage link will appear on all members‘ log-in pages. This is one of our most effective traffic- drivers on the site. i2MM per month, untargeted Sponsored Stories appear on the homepage. and drive users to the group. 4MM per month, untargeted Viral promotion will occur organically as users see their friends have joined the Sponsored Group. We have seen a click-to-join increase of 5x via this viral promotion. Users can also "share" the group page with friends. Total Cost: $3C0,030 (over 3 months)
  41. 41. Examples of Current Groups if f: :ii
  42. 42. A SLHPLWG OF BRANDS ON FACEBOOK (‘A '0 . :&‘: w ii up CHASEJ; ' / /’- B. in: ".0ll. lfT1L'fiC. l ‘ Hi. ;hzrSl. i1li‘fli~ 7' '0'/ .7“: 3i’i"‘IZ ‘ um. .. . M. ..” ; .1ERl(I: .'li. ~(iLE S ()l'lHI"HR. on 'L‘. ' In ' F, R’e:5i3‘| | . ~w~-»= ~- « ’ u/ adms mm: . o : ., 'g): ‘i'i: iii isnieia ’. r[l. CI'O$Oi'i" I ' v - 5/i. ~'z. ‘i/ «"3 A ' {/ ) _. . /)1‘/ HQ‘ ' _ If ‘ " . -_ "" - / | " / ‘AU ‘ i/3 invcnl
  43. 43. Popular sponsored groups 0 P ' Victoria's Secret "Pink" - ; é.:3r: i<: «~i-: ~:~~. i=ei~. : - Apple Students - .1}7‘. '"; i'i "i‘: é""Ii’: P.i'P. ' Southwest Airlines (competition) ' i, il| "'Z I '»Lj"i . ’;u; : :5 Jeep acne by JJ1'1C. ’l*. ‘£lI. eagle — vu -.1»: ‘ H&M ‘ . . J‘. .. . , , . , _. .i&i. ~ undies ' M. he in . i buacif V 5for‘2L) FOX News “’-"‘ - aerie by American Eagle ' ~1F}v~{j {fie
  44. 44. ‘+"lE‘ICI'll‘El'C4'1l. .|T‘&'B‘Ci I -i Ii _; i i ill‘ Hill-AH‘i1~. i ‘i_i(, . . .l l . ( “ i-pi‘ llll‘ -4 Ii ~ 01 H Jul’ ii ii. 'i. .) ii I) Ill 2 _. :u«: 'l L. l_ L‘i_l -_. r:. _‘: -I. ’ Hi. _-I: ‘ . ri'_1l". i-il__J«j‘ll. 4:: _ Home Hem. —‘; '.; mi . _iii: n;aogc'. . Bl» »l| v— lil« l ‘v iF~ ~; i3gg'alioI' Jr. i-: '~ ; _iJl ‘-‘-. u; ; . « ‘ErI«yo. ien: l:dde-:1 an _ ALI lu ‘fl. 0-. . vrffimamerica; (x_ ' )( L‘-"-*'~"'*-"I X -~~"--I-'= if -3 '- 7 ¢flF F’ -1_'- F -.1:. >: ’: rrr; .. C.i iii-.1 . D IEHT -‘r-,1: zni: -r . .~
  45. 45. Loyalty vs Advocacy Loyalty Advocacy ° Amex ° Conversations ° Shell Plus Points ° Dialogue ° Bud Bucks, MyCoke ° Ad-hoc focus groups Rewards and others ° 8 million ways to earn frequent flier miles
  46. 46. Digital Reputation Management ° More than PR, this is about active involvement ° It often means going to where they are happening ° The internet is a bit like this conference ° Started with eBay buyer/ seller reputations - Financial Services, Broadband providers, Plumbers, Automobiles, and even ° Travel and entertainment: MGM Signature From the Yellow Pages to this in just 5 years.
  47. 47. u: i.M. u=oo w. w=c: w.r o = eos-an ~: 'c, =i»_- ; ;== i;. . ® converse 'l‘ dill)‘ FALL ISSUE 3! F EA‘l'I. FE3 ’ . , ~ - CREW Yr. -2 ow (p~'. (k. '! (;2:: r.; 'r) kw‘ 5*-rr 3 , /‘ THIS IS THE SHOE, TIMES TWO E g a ' hear-id i-er-Jiedanm-1 aims. racec con mi wrwooc lN¢€ - / .-. v‘u: a:. ':v r: 'ils'.1itlg'. -.r; y=; s.: -.Iidi. nt: '¢1IiuxtlI. :-V. -nu lunlfiluse :8‘ 4 r-"om, -w-ulnqcrn Mwlsrrrvn rnn-eat! E. SEE MORE PRODUCT ‘3'. iK -. :‘. f‘J' " -'
  48. 48. ‘EDHVERSE i1;-. i«*, i i_'Il> flu” IIIIID *) WELCOME io converse GALLERY )- )- HI )I ) 0 )II
  49. 49. Stormhoek: iifarketing l3isruption - 100 Geek Dinners. 100 Nights. 100 Conversations - Threshers: 800,000 coupon downloads WOM, blogging and free PR. only . S'l’o$: mtae'i<. ;: ;;.2t_ The best as 5"“ Akin» "—"' ii. » is: ii. i-J rnaxej, and a‘. *5‘, 5‘'o‘i't3 Targeted to online opinion leaders. not wine experts True voice and transparency BBC, Times Online, C4 and many others carried story Doubled sales in 12 months I Distribution deals with Tesco's and others “N "°°"“‘k“‘"‘ 2:214 H1611 Xl net ': .:; :.i . l ~ -. .~. .r "'-«.33; _ flur3uuI_nui l. illir_I{. !n} 5 rift gin; and ‘T r- n livid‘ . s:in-I i. -n~. »v. -uuwc-on. » '. ‘AK): ol‘. _:]iA: uevnn "'~ 7:.
  50. 50. Virgin Mobile: Trendy Sales ° 1500 ‘insiders’ ° Shift in market perception - Cassandra Report “Trendsetter” status ‘t’ iI0:'. ‘fa'I1i'a‘ H11", ' Small audience/ limited budget - Doubled sales forecasts . : , __V gig ' WOlvl beats TV for awareness . - 10°/ of sales from WOM referrals M“ ° n .7 ""1 - Research and Promotion _-g*«, . , ._‘V M - Product insight
  51. 51. E Than ', ~ ‘George Nimeh george@iris-digital. com http: //www. i-boy. com/ weblog/

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