Mark Kvamme at OMMA Global

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Thanks to forces like the proliferation of social media and the rapid maturation of mobile broadband, traditional marketing tools for achieving branding goals are dulling and rusting. Social media, for example, in addition to driving brand awareness and sales, also serves the objectives of market research, product consideration and trial, customer service, and reputation management. Even email and the mobile Web are places to interact with the consumer and humanize the brand. Every piece of content, communication or collaboration is a time-stamped heat map of who the consumer is, what they’re thinking, how they’re behaving and which decisions they’re making. The transformation from mass media to media of, by and for the masses is well underway; Sequoia Capital’s Mark Kvamme will explain how brands should adapt.

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  • Hello Mark,

    Thank you for this fascinating slide presentation where you provide a very clear representation of past performance, current trends, and the future of social networks and mobility. I found this presentation to be thoroughly engaging and very valuable information for anyone that does business in this era.
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  • Source: Morgan Stanley
  • Source: Nielsen Company
  • Program OverviewFunnyOrDie worked with Paramount Pictures and Gary Sanchez Production to build online buzz through our social media channels for the premiere of “The Goods: Live Hard. Sell Hard.”We drove a tremendous amount of awareness through: TwitterDiggFacebookUstream
  • 100’s of Re-tweet’s made The Goods a “Trending Topic”Digg.com scene promotion drove 500k movie trailer viewsFOD Homepage resulting in 466,637 views
  • So – the goal of this campaign was the same of all movie campaigns – create awareness and excitement for the film, get folks to watch the trailer, and most importantly – put buts in seats – get folks to buy a ticket and see the film.Instead of putting all our eggs in one basket with an app or other stunty creative ad with limited scale – ignited used our entire suite of entertainment ads to reach users across all devices and all carriers. As I mentioned we worked closely with visionaire to create custom creative for ever ad unit including a really cool custom video for the interstitial placements.In terms of results – this campaign drove huge increases in all brand metrics – Insight Express told us that this was one of the most successful campaigns they’d seen
  • We started with basic banners across all devices and carriers. These ads looked great – clean and clean – not trying to pack too much into the creative.
  • Source: Morgan Stanley
  • Source: Morgan Stanley

Transcript

  • 1. From Mass Media
    to
    Media from the Masses
    OMMA, March 17, 2010
  • 2. 1953
  • 3. marketing mix: the 4 P’s— product, price, place, and promotion
    Advertising, Direct, PR, POS, Word of Mouth
  • 4. 1953
    POS
    Direct
    Advertising
    Cost of Impact
    PR
    WOM
    Speed of Impact
    =Size of Impact
  • 5. 2010
  • 6. 1953
    2010
    POS
    POS
    Direct
    Direct
    Advertising
    Advertising
    Cost of Impact
    PR
    WOM
    PR
    PR
    WOM
    Speed of Impact
    =Size of Impact
  • 7. social media marketing:achieve branding and marketing
    communication goals through the participation in various
    social media—facebook, twitter, linkedin, digg, youtube,
    stumbleupon, mobile, and emerging new applications.
  • 8. Time Shifting to Social Networks
    2005 Website
    yahoo.com
    msn.com
    google.com
    ebay.com
    amazon.com
    microsoft.com
    myspace.com
    google.co.uk
    aol.com
    go.com
    2009 Website
    1 google.com
    2 yahoo.com
    3 youtube.com
    4live.com (bing.com)
    5 facebook.com
    msn.com
    wikipedia.com
    8 blogger.com
    9 myspace.com
    10yahoo.co.jp
  • 9. Led by Facebook + Twitter
    Traffic
    Time
  • 10. Content
  • 11.
  • 12.
  • 13.
  • 14. Awareness
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22. 1000’s Re-Tweets
    +
    500,000 Digg.com driven trailer views
    +
    466,637FunnyOrDie homepage views
  • 23. 15% Uplift in Opening Weekend Box Office
    1000’s Re-Tweets
    +
    500,000 Digg.com driven trailer views
    +
    466,637FunnyOrDie homepage views
  • 24. Mobile
  • 25. Mobile Outpaces Desktop
    iPhone + iTouch vs. NTT docomoi-mode vs. AOL vs. Netscape Users First Quarters Since Launch
  • 26. 2x Number of Users
    Internet– 1.4B
    Mobile – 3.3B
    ROW13%
    ROW6%
    LatinAmerica 10%
    North America18%
    Asia/Pacific42%
    Europe24%
  • 27. Direct
    PR
    Advertising
    WOM
    POS
    Cost of Impact
    Mobile
    PR
    Speed of Impact
    =Size of Impact
  • 28. Integrated Marketing Communications (AdMob)
  • 29. Awareness
    CPM Banners
  • 30. Trial
    Click to Site
  • 31. Word-of-Mouth
    Click to Twitter
  • 32. Word-of-Mouth
    Click to Facebook
  • 33. Consideration
    Click to Showtimes & Tickets
  • 34. Purchase
    Add to Calendar
  • 35. Will Incumbents Thrive or Be Taken Over?
  • 36. Maslow’s Hiearchy of Needs Are Changing
    3.5
  • 37. Thank You!
  • 38. Thank You!
  • 39. Thank You!