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Advertising&Social Media

Advertising&Social Media



Some thoughts for deploting digital native ideas inspired by Superbowl 2009.

Some thoughts for deploting digital native ideas inspired by Superbowl 2009.



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    Advertising&Social Media Advertising&Social Media Presentation Transcript

    • Advertising & Social Media By Jay Pattisall February 2009
    • A fundamental change in the way people interact with, consume and create media is underway.
    • Percent who participate social media  75% 56% Source: Forrester Research October, 2008 2007 2008
    • Source: http://twitterfacts.blogspot.com/2008/02/twitter-userbase-growing-faster-than.html
      • “ We’re shifting significant ad dollars to digital media. This is the era of customer participation. The old model was ‘informing, persuading, and reminding.’ The new model is ‘demonstrating, involving and empowering.’”
          • - Mitch Mathews, Microsoft Head of Marketing
      • “ Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control..’”
          • - Rupert Murdoch, Owner of Newscorp
    • 1. Media Revolution Realized The Promise of a Radically Altered Media Environment Has Taken Hold
    • 47.3 Million American House Holds Source: Neilsen Score Super Bowl XLIII - 42.5 household rating and a 65 household share
    • The Exact Effect That All Marketers Look For Event 378,000 views 544,000 fans 47 million households
    • 2. Advertising Driven Ideas The Usual Approach of Most Traditional Agencies
    • Ad Campaign +
    • The Results, Thus Far
      • Site crashed after airing
      • Not mentioned in USA TODAY Ad Meter
      • Not mentioned in Ad Age or Ad Week picks
      • Less than 6,000 Facebook fans
      • 522 Twitter followers
      • A few video updates
    • 3. “Digital Native” Ideas Using the Social Media Landscape as the Starting Point, Not Advertising
    • Campaign
    • A Consumer/ User Insight
    • Utility Connected to Brand
    • Behavior Befitting Environment
    • Activate Around Interests
    • Liars Beware
    • 4. Measure Digitally It’s Still About Accountability, But Measure the Right Things
      • NOT THIS
      • CPC
      • Click-through
      • THIS
      • Sentiment Analysis
      • Key-word/ Trends Tracking
      • Aggregation
    • Some Sources
      • TrendRR.com
      • Developer Analytics
      • All Facebook
      • Twitter Search
      • Alexa.com
      • Compete.com
      • Neilsen Buzz Metrics
      • Neilsen Net Ratings
    • In The End
      • The social media revolution is happening. Participate.
      • Ad campaign-centric ideas are limiting. The starting place is digital.
      • Digital Native comes from user insights. Find the right behavior.
      • It’s still about accountability. Measure the right things.