Social Media Workshop
October 18th, 2007
DMA
Chicago
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is a conversational marketing company
specializing in engaging marketing-
weary consumers through the power of
community, dialogue and partnership.
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Some of our client work includes…
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The Workplace of the Future
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WARNING: GEEK ZONE AHEAD
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Energize your
brand with a
bold mix of
alternatives to
traditional
advertising
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A Parallel Universe / Intelligent Life
Yellow Testimonials/
Radio Print
Television Classifieds
Pages Reviews
Social
Auctions
Search
Vodcasting Podcasting Blogs Networking
(eBay)
Gawker/ AdSense
RocketBoom Podshow CraigsList MySpace
Weblogs (Google)
Digg Del.icio.us YouTube FaceBook Flickr Technorati Six Apart
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Communal Marketing: Marketing to and
through the community
• Community is the killer app
• Viral marketing has become the lazy
marketer’s guide to communal marketing
• Letting your consumers do your work for
you…for free…is hardly scaleable or
predictable
– The tide can turn on a dime
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Conversational Tools at your Disposal
• R.S.S.
• Blogs
• Podcasting
• Vodcasting (Vlogging)
• Virtual Worlds (Second Life)
• Wikis
• “DIGG” Aggregators
• Widgets
• Social Networking/Media
– B2B: LinkedIn; Facebook (!)
– B2C: Flickr; Facebook; YouTube
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VIRTUAL WORLDS
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What does Web MARKETING 2.0 looks like?
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How about Web 3.0?
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Setting the Stage
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The World of Virtual Worlds
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Second Life Resident Population
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Total Hours Used by All Residents
Year Month Hours Used
2004 August 395,822
2005 August 1,229,792
2006 August 4,535,589
2007 August 23,455,451
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September Spending
260 L = $1.00 USD
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Lindex Virtual Currency Exchange Summary
Month L$ Exchanged US$ Exchanged # Sells # Buys LL L$ Sales LL US$ Sales
September
2005 33,358 $118 20 19 0 $0
August 2006 444,451,150 $1,499,843 10,119 69,027 2,389,282 $8,092
September
2006 481,134,877 $1,726,581 10,588 76,604 20,117,994 $73,511
Aug-07
1,888,122,014 $6,614,057 23,833 206,938 43,287,003 $163,239
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12noon EST on October 26, 2006
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Coffee with crayon
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Virtual Thirst
• Imagine a vending machine, that does not dispense cans of Coke,
but rather an experience; happiness; optimism; the Coke Side of Life
– In Second Life, you can…
• In 1 week “Virtual Thirst” query returns went from 5 to 35,600 results
• Current results = 690,000
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What Makes Virtual Thirst Compelling
• High involvement and interaction within Second Life
centered around:
– Community (Advisory Board)
– Dialogue (Conversation Monitoring)
– Partnership (The “competition”)
• Instead of building a destination, we created a
journey
– A portable brand experience that can be shared, passed
along and enjoyed wherever avatars congregate
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It’s time to tap into the 93 colors
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Adventures in Second Life: Tips for Travelers
1. Respect the economy.
2. Respect the community.
3. Ride the long tail.
4. Take an extreme position
(so to speak)
5. SL is not a campaign…
6. Don’t be afraid to
charge people
7. Be an Explorer.
8. It's Ok Not to Know.
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Remember…
• Join the conversation
– Be a catalyst/an enabler
• Don’t just hear….listen…and then respond
– Activate passions
– Encourage…Empower…Reward
• Embrace the 1%
– Influentials/Influencers, Mavens, Connectors
• …that includes other bloggers
• Tattoo the following words to your heart
– Transparency, Open Source, Authenticity,
Disclosure
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Continue the conversation…
www.jaffejuice.com crayonville.com
+1 206 203-3255 crayonville.com/blog
e-mail: jaffe@crayonville.com
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