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” 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
  • Mark Kvamme at OMMA Global

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