Title © Markyr, Inc. 2010 Marjorie Kase Co-Founder, MarKyr Media MEDIA  CAMP  2/5/2010 The Cult of Personality vs. The Cul...
Topic Overview About MarKyr <ul><li>Cult of Personality vs Cult of Conversation </li></ul><ul><ul><li>Case Study: Pepsi </...
Cult Title The Cult of   Personality   vs. The Cult of   Conversation © Markyr, Inc. 2010
Cult of personality 1800s-30s MARKETING TO CONSUMERS   early ROOTS  <ul><li>Direct to consumer sales  </li></ul><ul><li>In...
Cult of personality 1900s <ul><li>Marketplace enters the home </li></ul><ul><li>Catalogs create a broadcast mechanism for ...
Cult Title The Cult of   Personality © Markyr, Inc. 2010
Cult of personality 1940--50ss CULT OF PERSONALITY   1930s-1960s: MOMS RULE 1939–1950:  &quot;Twice as Much for a Nickel&q...
Cult of personality 50s-80s CULT OF PERSONALITY   1960s-1970s: YOUTH is KING 1961-1963:   &quot;Now It's Pepsi for Those W...
Cult of personality 80s CULT OF PERSONALITY 1980s - 2000s: CELEBRITY COOL 1984–1991:   &quot;Pepsi. The Choice of a New Ge...
Cult Title The Cult of   Conversation © Markyr, Inc. 2010
Cult of Convo - new Brand Ambass CULT OF CONVERSATION 2008: The new BRAND AMBASSADORS © Markyr, Inc. 2010
Cult of Convo - PEPSI speaks CULT OF CONVERSATION   BRANDS SPEAK WITH CONSUMERS DIRECTLY, PUBLICLY   2008:   &quot;Somethi...
Cult of Convo - Refresh Everything CULT OF CONVERSATION   COMBINING COMMUNITY AND CAMPAIGNING   2009 – present:   &quot;Re...
Theory prac PUTTING   THEORY   INTO PRACTICE © Markyr, Inc. 2010
Defining ADVERTISING <ul><ul><ul><li>M ake publicity for; try to  sell  (a product); &quot;The salesman is  aggressively  ...
Defining SOCIAL MEDIA DEFINING   SOCIAL MEDIA <ul><li>Social media is content created by people using highly  accessible  ...
The 3 C's About MarKyr Connection Community Conversation <ul><li>Listen </li></ul><ul><li>Participate In the Conversation ...
FACEBOOK CASE STUDY FACEBOOK CASE STUDY  DELL vs. HP © Markyr, Inc. 2010
Case Study: Dell Encouraging fans to “step into” their  community and “join the conversation” case study:   DELL © Markyr,...
Case Study: Dell Missed opportunity for  conversation with fans Ignoring complaints case study:   DELL © Markyr, Inc. 2010
Case Study: Dell “ why such HORRIBLE HORRIBLE customer service?” “ Please, Dell Support?” case study:   DELL © Markyr, Inc...
Case Study: Dell “ If I were to treat my customers the way DELL has treated me, I am confident that I would not be in busi...
Case Study: Dell    Conversation      Connection    Community case study:   DELL © Markyr, Inc. 2010
Join HP Encourages fans to join the “Customer Support” conversation case study:   HP © Markyr, Inc. 2010
Conversation: HP on Facebook    Conversation   case study:   HP “ A Face and a Name! Officially Introducing Your HP Faceb...
Community : HP on Facebook    Community case study:   HP “ yeah... am very excited abt the same.... am sure it will do a ...
Connection:  HP on Facebook    Connection case study:   HP “ HP has been listening to your valued comments and feedback o...
Wrap-up HP    Conversation      Connection    Community case study:   HP © Markyr, Inc. 2010
HOW DO YOU KNOW? HOW DO YOU KNOW   IF YOU ARE GETTING IT   RIGHT ? © Markyr, Inc. 2010
Getting it right    Listen to their audience    Support their community    Address customer issues    Offer value in c...
Bio - Marjorie Kase About MarKyr ABOUT Marjorie Kase Co-Founder of MarKyr Media Marjorie Kase holds close to 15 years expe...
Contact Markyr About MarKyr CONTACT   MARJORIE KASE [email_address] .com http://www.markyr.com skype: marjoriekase twitter...
About Markyr About MarKyr ABOUT   MARKYR MEDIA Based in Los Angeles, MarKyr Media is a Social Media consulting firm that p...
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The Cult of Personality vs. The Cult of Conversation: Exploring the evolution of influence and its effects on consumer outreach

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A presentation I did at Social Media Week/Media Camp in NYC that explores the theoretical side of social media.

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The Cult of Personality vs. The Cult of Conversation: Exploring the evolution of influence and its effects on consumer outreach

  1. 1. Title © Markyr, Inc. 2010 Marjorie Kase Co-Founder, MarKyr Media MEDIA CAMP 2/5/2010 The Cult of Personality vs. The Cult of Conversation: Exploring the evolution of influence and its effects on consumer outreach
  2. 2. Topic Overview About MarKyr <ul><li>Cult of Personality vs Cult of Conversation </li></ul><ul><ul><li>Case Study: Pepsi </li></ul></ul><ul><li>Defining a Successful Campaign </li></ul><ul><li>Putting Theory into Action </li></ul><ul><ul><li>Case Study: Dell vs HP </li></ul></ul>TALKING POINTS presentation hashtags: #mcnyc #markyr #cultofpvc © Markyr, Inc. 2010
  3. 3. Cult Title The Cult of Personality vs. The Cult of Conversation © Markyr, Inc. 2010
  4. 4. Cult of personality 1800s-30s MARKETING TO CONSUMERS early ROOTS <ul><li>Direct to consumer sales </li></ul><ul><li>Interactive buying experience </li></ul>© Markyr, Inc. 2010
  5. 5. Cult of personality 1900s <ul><li>Marketplace enters the home </li></ul><ul><li>Catalogs create a broadcast mechanism for brands </li></ul>MARKETING TO CONSUMERS early ROOTS © Markyr, Inc. 2010
  6. 6. Cult Title The Cult of Personality © Markyr, Inc. 2010
  7. 7. Cult of personality 1940--50ss CULT OF PERSONALITY 1930s-1960s: MOMS RULE 1939–1950: &quot;Twice as Much for a Nickel&quot; 1958–1961: &quot;Be Sociable, Have a Pepsi&quot; © Markyr, Inc. 2010
  8. 8. Cult of personality 50s-80s CULT OF PERSONALITY 1960s-1970s: YOUTH is KING 1961-1963: &quot;Now It's Pepsi for Those Who Think Young&quot; 1963–1967: &quot;Come Alive, You're in the Pepsi Generation&quot; © Markyr, Inc. 2010
  9. 9. Cult of personality 80s CULT OF PERSONALITY 1980s - 2000s: CELEBRITY COOL 1984–1991: &quot;Pepsi. The Choice of a New Generation&quot; 1997–1998: &quot;Generation Next&quot; 1999–2000: &quot;For Those Who Think Young&quot; © Markyr, Inc. 2010
  10. 10. Cult Title The Cult of Conversation © Markyr, Inc. 2010
  11. 11. Cult of Convo - new Brand Ambass CULT OF CONVERSATION 2008: The new BRAND AMBASSADORS © Markyr, Inc. 2010
  12. 12. Cult of Convo - PEPSI speaks CULT OF CONVERSATION BRANDS SPEAK WITH CONSUMERS DIRECTLY, PUBLICLY 2008: &quot;Something for Everyone&quot; © Markyr, Inc. 2010
  13. 13. Cult of Convo - Refresh Everything CULT OF CONVERSATION COMBINING COMMUNITY AND CAMPAIGNING 2009 – present: &quot;Refresh Everything&quot;/&quot;Every Generation Refreshes The World&quot; © Markyr, Inc. 2010
  14. 14. Theory prac PUTTING THEORY INTO PRACTICE © Markyr, Inc. 2010
  15. 15. Defining ADVERTISING <ul><ul><ul><li>M ake publicity for; try to sell (a product); &quot;The salesman is aggressively pushing the new computer model&quot; </li></ul></ul></ul><ul><ul><ul><li>wordnetweb . princeton . edu/perl/webwn </li></ul></ul></ul><ul><ul><ul><li>Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. </li></ul></ul></ul><ul><ul><ul><li>en. wikipedia .org/wiki/Advertise </li></ul></ul></ul><ul><ul><ul><li>Advertising - A paid , mediated , form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future. </li></ul></ul></ul><ul><ul><ul><li>
 www. nadbank .com/en/resource/glossary </li></ul></ul></ul><ul><ul><ul><li>Advertising - Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. </li></ul></ul></ul><ul><ul><ul><li>
 www. glencoe . com/sec/busadmin/marketing/dp/ad_serv/gloss .shtml </li></ul></ul></ul>AGGRESSIVE, PUSH, PAID, MEDIATED, NON-PERSONAL DEFINING ADVERTISING © Markyr, Inc. 2010
  16. 16. Defining SOCIAL MEDIA DEFINING SOCIAL MEDIA <ul><li>Social media is content created by people using highly accessible and scalable publishing technologies. </li></ul><ul><li>http://en.wikipedia.org/wiki/Social_media </li></ul><ul><li>A category of sites that is based on user participation and user-generated content…sites that are centered on user interaction . </li></ul><ul><li>www.searchenginewatch.com/define </li></ul><ul><li>Online technologies and practices that people use to share opinions , insights, experiences, and perspectives with each other. </li></ul><ul><li>www.tvb.org/multiplatform/Multiplatform_Glossary.aspx </li></ul><ul><li>Software tools that allow groups to generate content and engage in peer-to-peer conversations and exchange of content (examples are YouTube, Flickr, Facebook, MySpace etc) </li></ul><ul><li>www.bottlepr.co.uk/glossary.html </li></ul>ACCESSIBLE, SCALABLE, PARTICIPATION, INTERACTION, SHARE © Markyr, Inc. 2010
  17. 17. The 3 C's About MarKyr Connection Community Conversation <ul><li>Listen </li></ul><ul><li>Participate In the Conversation </li></ul><ul><li>Engage Your Audience </li></ul><ul><li>Build Community </li></ul>BEST PRACTICES THE THREE C's © Markyr, Inc. 2010
  18. 18. FACEBOOK CASE STUDY FACEBOOK CASE STUDY DELL vs. HP © Markyr, Inc. 2010
  19. 19. Case Study: Dell Encouraging fans to “step into” their community and “join the conversation” case study: DELL © Markyr, Inc. 2010
  20. 20. Case Study: Dell Missed opportunity for conversation with fans Ignoring complaints case study: DELL © Markyr, Inc. 2010
  21. 21. Case Study: Dell “ why such HORRIBLE HORRIBLE customer service?” “ Please, Dell Support?” case study: DELL © Markyr, Inc. 2010
  22. 22. Case Study: Dell “ If I were to treat my customers the way DELL has treated me, I am confident that I would not be in business as we speak. Good luck to everyone with their Dell woes. Chin up, everyone. If nothing else, if we all post our disgust, it WILL have a negative impact on DELL, and we just might be able to save other innocent victims from making the costly mistake of investing in Dell.” “ I swear, I will NEVER buy another thing from Dell.” “ I think I've spoken to about 20 different reps, been hung up on 3x, been called a liar...it's a nightmare. The last guy told me he was throwing my laptop in the trash and I would never see it again.” case study: DELL © Markyr, Inc. 2010
  23. 23. Case Study: Dell  Conversation  Connection  Community case study: DELL © Markyr, Inc. 2010
  24. 24. Join HP Encourages fans to join the “Customer Support” conversation case study: HP © Markyr, Inc. 2010
  25. 25. Conversation: HP on Facebook  Conversation case study: HP “ A Face and a Name! Officially Introducing Your HP Facebook Community Contact.
My name is Bryna, I'm the community manager across HP's Facebook pages...I am the bridge between company an…” Thank you everyone for your warm welcome! Mostafa, I don't have finite details just yet …If you're looking for an immediate buy - let me see what I can find out tomorrow when I get back in the office about our upcoming deals for this week. © Markyr, Inc. 2010
  26. 26. Community : HP on Facebook  Community case study: HP “ yeah... am very excited abt the same.... am sure it will do a lot better than Vista…” “ Compared to the gap between xp and vista. The distance between Vista and windows 7 is not enough for me to change software. Well, At least not at the moment.” “ go with 64bit, esply if you have your laptop/pc purchased this year, it's definitely worth the change.” © Markyr, Inc. 2010
  27. 27. Connection: HP on Facebook  Connection case study: HP “ HP has been listening to your valued comments and feedback over the last few months on our Facebook pages and so we are happy to announce the launch of the new “Support” tab which will be updated frequently…” © Markyr, Inc. 2010
  28. 28. Wrap-up HP  Conversation  Connection  Community case study: HP © Markyr, Inc. 2010
  29. 29. HOW DO YOU KNOW? HOW DO YOU KNOW IF YOU ARE GETTING IT RIGHT ? © Markyr, Inc. 2010
  30. 30. Getting it right  Listen to their audience  Support their community  Address customer issues  Offer value in conversation  Use feedback to drive new products BRANDS WHO GET IT RIGHT © Markyr, Inc. 2010
  31. 31. Bio - Marjorie Kase About MarKyr ABOUT Marjorie Kase Co-Founder of MarKyr Media Marjorie Kase holds close to 15 years experience in online marketing, publicity, and content production in the entertainment and tech space. Prior to co-founding Markyr Media, Marjorie founded Blogger Reps, a Blogger Relations firm located in San Francisco and Los Angeles, working with clients such as Fast Company, FX Networks and eSmart Tax. The Blogger Reps Network, comprised of top entertainment and tech sites, possesses a collective reach of over 44 million unique monthly visitors and 420 million monthly page views. Marjorie was the Managing Editor of TV with MeeVee, where she oversaw editorial and marketing efforts, blogger relations, TV network relations, and red carpet reporting. She has also held promotions project management positions at Yahoo, Red Bull GmbH, and Yoyodyne Entertainment. Marjorie holds a B.A. in American History and Film from Oberlin College, and an M.A. in Media Studies from the University of Texas at Austin. She has guest lectured at UCLA, USC, and UT Austin and has spoken at a number of social media conferences including, BlogWorld Expo, BloggerCon, the 2009 Women in Technology International (WITI) Social Media Conference and will be presenting at SXSW Interactive 2010 .
  32. 32. Contact Markyr About MarKyr CONTACT MARJORIE KASE [email_address] .com http://www.markyr.com skype: marjoriekase twitter: @marjoriekase facebook: http://www.facebook.com/marjoriekase linkedin: http://www.linkedin.com/in/marjoriekase
  33. 33. About Markyr About MarKyr ABOUT MARKYR MEDIA Based in Los Angeles, MarKyr Media is a Social Media consulting firm that provides leading-edge Social Media services for the Tech, Entertainment, and Consumer Product industries. MarKyr’s services include Social Media Strategy, Coaching, Education, Consulting, and Social Profile Design. Our extensive experience in Social Media and core values of community , radical transparency , innovation , and education are what drives the firm’s unique ability to deliver customized solutions that are authentic and results-driven.

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