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Gravity Summit (Nov 16, 09) Mike Lundgren Keynote

by Mike Lundgren: VML / WPP on Nov 19, 2009

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Why Social Media Matters -- presented Nov. 16th 2009 at the Gravity Summit

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Willow Lundgren, social enterpreneur, writer, family & friend devotee, passionate generalist at Small Planet Partners nice presentation.
too bad you're already married. 3 years ago
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Walter Adamson, Principal - Melbourne at KINSHIP Digital I really liked your examples from slide 21+. It’s often these things that people ask ’what do you mean?’ and your examples lay it out well. Thanks. Walter @g2m http://xeesm.com/walter 3 years ago
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MRM London at MRM London Really enjoyed your visuals. Thanks for posting. 3 years ago
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1.2 M photos served on Facebook (facebook) 2.3 trillion text messages sent 2008 (gartner) 30K google searches (comscore) http://www.comscore.com/Press_Events/Press_Releases/2009/8/Global_Search_Market_Draws_More_than_100_Billion_Searches_per_Month
WW is 1,283 million BB US pen 67% (per eMarketer) BB WW pen 21% (est per Gartner forcast from 2007)
Youtube serving more than 1 billion videos per day, per CEO Chad Hurley (Oct 2009) According to comScore Video Metrix, 120.5 million Americans watched nearly 10 billion videos on YouTube.com in August 2009. That 82.6 videos per viewer a month.
77% of all internet users WW read blogs – 925 million! 56% of US net pop reads blogs – 128 million - both stats per eMarketer
12% of US online pop pubs a blog per eMarketer
Twitter – This microblogging/communication/social networking application has taken on a life of its own. Twitter.com is the 291st most visited website in the UK. Internet traffic has increased by 974% over one year, with comparable growth in the US. There is a significant demographic split on Twitter usage, with the 25-34 year olds roughly 3 times as likely as any other demographic to be using the service.
Social networking among US broadband users has grown an impressive 93% since 2006, and has increased the amount of time people spend communicating online 18%, to 32% of total online time, according to a new report from Netpop Research, LLC that delves into social networking trends and habits. Moreover, though many types of social media are used by less than 10% of broadband users, seven million users are “heavy” social media contributors, who do at least six activities - such as blogging, microblogging, social networking and photo/video sharing - and connect with 248 people on a one-to-many basis in a typical week. This small but powerful proportion of social media contributors are fueling Web 2.0 activity, Netpop said.
Partnership with consumers on the definition of our brands The contract: you watch our ads and we bring you content is under fire Consumers trust others more than our own personal past experience Plan for and expect consumer participation RESOURCES Presentation materials We no longer have absolute control over our brands; now, more than ever, we are in partnership with the consumer to define the meaning of our brands—that doesn’t mean we abdicate responsibility, far from it; however, our role is as brand managers is more that of a Sheppard—tasked to help guide the brand and consumers to where we want them to be. The consumer has unprecedented ability to route around us—the first time you picked up a remote control and skipped a commercial or simply turned on your pop-up blocker you became part of a movement to nullify an age-old contract (we advertisers) agree to bring you your content if (you consumers) agree to watch our advertising. Today will be about exploring new ways to bring that contract back to life. Consumers trust other consumers more than they trust us (in fact) they trust other consumers more than they trust their own personal past experience. There is no longer any distance between someone that has something provocative to say and a mass audience—we have all experienced this first hand whether it is a video from a cellphone that turns meme or a whisper campaign of misinformation—the point is we need to plan for participation and we need to employ tools that allow us to detect things before they get out-of-hand. Finally, this is all pretty complicated stuff, so it helps to think of a brand as an ecosystem—it also helps to visualize it that way to help make sense of how all the moving parts form a campaign.
In the Web 2.0 era technology prices and broadband adoption effectively drove the cost of global content development and distribution to near zero. In the Web 3.0 era (to come) it is widely believed that the cost for intelligent collaboration between applications will also become effectively near zero—resulting in equally impressive disruptive technologies, business models and shifts in consumer behavior as did the Web 2.0 era. Called the semantic web, this new era (yet to materialize) is expected to transform the web experience once again by using structured data and open-source applications and API’s to allow services to communicate with each other on the user’s behalf. In a Web 3.0 world the Amazon, Zappos, Wal-Mart, UPS and MasterCard sites (or applications) would all work together (automatically) with a shopping and recommendation service to source products, place an order at the cheapest available price, fill the order, make payment, ship and track the order and confirm its receipt. In the Web 3.0 era we can go beyond Google merely predicting the geography and timing of flu outbreaks (which has already been demonstrated) to automatically trigger geographically targeted health and wellness related advertising, shipments of vaccines and mobile alerts for healthcare providers, institutions and vulnerable / at-risk people—even your local grocer can get into the act with an inventory system that auto-increments up orders for (soon to be in demand) flu-related items. NOTE: it is important to stress that the definition of Web 3.0 is still very much in flux. RESOURCES
This idea of redefinition of place goes something like this: OLD-SCHOOL thinking, say for a sports brand like adidas would be to put a branded coaching tips video on their home page (and) then use traditional on and offline tactics to drive people to their site to watch the video—in hopes of gaining engagement, affinity and to help move people down the funnel. NEW-SCHOOL thinking—well, we are still going place that coaching tips video on adidas.com (and) we are still going to do all of those traditional on and off-line activities to drive traffic to the site; HOWEVER, Old school – put video on the .com and drive traffic New school – still put video on .com and drive traffic But, now make it just as easy for coach to put on team site as player on MySpace page RESOURCES Presentation materials
This time we are going to make it just as easy for a coach that encounters the video on adidas.com to lift it and put in on the team web site New school – still put video on .com and drive traffic But, now make it just as easy for coach to put on team site as player on MySpace page RESOURCES Presentation materials
As we are going to make it easy for a player who encounters it on their team website to lift it and put it on their MySpace page. Again, it’s the redefinition of place—and, as marketer’s, for the most part we love it when someone grabs our content and takes to someplace of their own—Why? Because that Facebook page has an average of 176 friends on it that have a chance to watch that video now. The best part is that some subsection of those 176 friends are going to be pre-disposed to watching that video (because) if I like it (as a trusted source) some of my friends will be thinking that they might like it too. But, now make it just as easy for coach to put on team site as player on MySpace page Average FB user has 176 friends—those friends are more likely to like what I like than strangers. RESOURCES Presentation materials
Without question THE most popular form of portable content is a YouTube video. Earlier in the curriculum we mentioned that YouTube was actually a pretty sophisticated and reliable publishing platform. Part of that publishing capability is the ability to embed a video clip on a MySpace page, FB profile, website or blog. To do that, to make a YouTube video “portable” you merely copy the embed code and paste it into the body of a blog posting or the about-me section of your MySpace profile. The very next time that target page loads, the video will play directly form it (as if that’s where it lived in the first place). And the kicker—mere mortals can do it. And frankly that’s one of the reasons YouTube streams a billion videos per day. YouTube videos are the most popular form of portable content Embed code allows placement on FB, MySpace, website or blog And, it’s quite easy to do RESOURCES Presentation materials
There are as many different kinds of corporate blogs as there are brand identities; however, certain corporate blogs stand-out as examples are for instance the Southwest airlines blog which in addition to being totally written by employees reflects the irreverent nature of their brand and the emphasis on one of their key differentiators, the employees. An example I particularly like is the Microsoft Channel 9 blog. Directed at a very technical developer audience—this blog and the then-Microsoft blogger Robert Scobel; I think were somewhat singlehandedly responsible for shifting developer attitudes at Microsoft from cold and impersonal and somewhat threatening to one of quasi personal relationships. Before these blogs the sum total personal relationship that a developer had with Microsoft was Bill Gates, maybe Balmer and then a box of manuals and CD-ROMs. Along comes a low production video-blog like Ch. 9 where someone walks into an office, turns on a camera and just say hi. What’s your name and tell us about what you are working on right now… 15 minutes later and thousands of downloads—all of the sudden we know someone at Microsoft; and, they are kinda like us—they have the same Dilbertian views of management, see software development as an art and even have the same insecurities and foibles. Wham—personal connection. Reflect brand personality Oppty. to create personal relationships w/ the brand Effectively sub-segment comm’s and marketing Real two-way channel… pay attention to the feedback you are getting Big time-commitment Requires a thoughtful comment strategy (closed, moderated or open) / blog health = lots of comments RESOURCES Corporate blogging http://johnbell.typepad.com/weblog/2008/04/corporate-blogg.html
Southwest airlines uses their blog as a hub for social media with spokes out to: YouTube Flickr Twitter LinkedIn Facebook RESOURCES Corporate blogging www.blogsouthwest.com
Let’s start with this idea of adding community features to an existing site. One example that is a shining example of this technique in action is the Ford of Canada site (Ford.ca) b/c it is inspiring on many levels. First—recognizing the unflappable trend of consumers trusting other consumers more than brands or advertising, Ford brought the Yahoo Answers community right onto the homepage of the site allowing visitors to see user reviews and to see what other’s were saying about Ford. Secondarily, Ford also offered brand passsionista’s a Ford-branded place to have discussions, make a profile or even do some light blogging. Finally—a feature about to go-live will allow the first ever side-by-side direct comparison of competitive vehicles (e.g. interior photo of Ford, Honda and Toyota with spec’s rating and reviews). This means Ford can be part of more of the sales funnel than ever before literally facilitating the two major functions that today happen at third party sites: research in a social forum and direct objective third party comparisons of makes and models. Since consumers trust other consumers more than brands or advertising they brought opinions to the site with Yahoo Answers Added a forum-like blogging tool for brand passionistas and finally Created a space for direct competitive comparison (an automotive first) RESOURCES www.Ford.ca
Sticking with automotive for another example of leveraging community on an existing site; Jeep uses large existing and vibrant communities to become gathering places for their loyal Jeep owners to tell their story, express their love for the brand and connect with other that have the same passion. Jeep does this by creating places within communities that leverage the human nature of what people are already doing—telling stories with pictures on Facebook and videos on YouTube and connecting (and adding to their personal brand) on sites like FB, MySpace and Yahoo groups. By stitching it all together on the brand site (the Flickr photo-pools, YouTube channel and tags etc.) they help diminish the fragmentation of multiple services while making an incredibly vibrant invitation for potential new Jeep customers to see what it means to be part of the Jeep tribe. Jeep creates a place on existing social sites for customers to tell their stories (i.e. photo-pool, YouTube etc.) By bringing those communities to the Jeep site they create an aggregated and vibrant surrogate community for prospects to experience the excitement of the Jeep tribe. RESOURCES Presentation materials
It’s been said that what took Encyclopedia Britannica 150 years to do—Wikipedia accomplished in six. The truth is they have accomplished a lot more (including LIVE encyclopedic coverage of natural disasters, events and even wars). Regardless of the controversy over whether Wikipedia can be trusted as an absolute source of information—one thing is clear, Wikipedia is almost always above the fold in search results (so) if for no other reason; brands need to pay attention to Wikipedia (especially when you consider how much brands already spend on search). No when you do visit your page, If what you find is not factual you do have a right to become a member of the community and change it; however, this direct of an approach is not always the best—sometimes it makes sense to start first on the comments tab to declare what is wrong or needs to change. The community that manages the page are often quite passionate about getting things right and will often respond in kind. In fact in a class just like this one a participant searched on a client’s brand (Fanta) and found a swastika (and) was able to change it before the module concluded. (builds show Fanta today, Fanta as the second entry in Google results, the offending Fanta entry and accompanying conversation about it). Whatever you choose to do, the rules of the road are simple, never obscure your identity (if the CIA got caught changing the Pope’s page so will you), never write like an ad or press release and always SEO Tips & Tactics From A Wikipedia Insider: http://searchengineland.com/070717-113550.php The right way to fix inaccurate wiki articles: http://searchengineland.com/070807-085103.php WIRED’s report of Wiki abusers http://wired.reddit.com/wikidgame/ using WikiScanner http://wikiscanner.virgil.gr/ Or risk BAD PRESS (Royal Outed) http://bits.blogs.nytimes.com/2007/08/30/wikipedia-editing-proves-a-royal-embarrassment/ 11 th most visited site Almost always above the fold in search results Can’t be shilled or faked Content should never read like ad-copy You have the right to change entries (but) must declare identity, not read like ad copy or press release—comments tab is a great place to start RESOURCES See below RESOURCES (Wikipedia best practices)
Barack’s presence on Facebook is a full fledged Facebook profile—so we know where Barack went to school, that he is married to Michelle and likes John Coltrane and Miles Davis etc. etc. The Barack Obama application on his page allows visitors to see recent news items and events and watch video from BarckTV—where it gets exciting is users have the ability to take that application with them to their own page. When someone adds Barack Obama as a friend (or) becomes a fan of his page—well, that is the electronic equivalent of a political yard-sign (better) b/c the average Facebook user has 176 friends and the last time I checked 176 of my friends weren’t driving by my house. The same goes for adding or posting any content from the Obama page—the act of doing so ends up in your mini-feed where friends will see you have just become a fan of Barack Obama or posted an article from his page on yours. Full-blown FB implementation Application is portable to your page Becoming Barack’s friend is the electronic equivalent of a political yard-sign RESOURCES http://www.facebook.com/barackobama
. Dell’s 669K followers generated $2M at Dell Outlet and another $1M indirectly That’s $5 value per follower and great ROI K RESOURCES www.twitter.com/delloutlet
… KogiBBQ is a fancy roach-coach in LA They tweet their location and engage “fans” through Twitter—it’s become a meme When I took this screen shot their 25K followers generated a 1% WTR (Walk Through Rate ;-) Currently they have 31K followers RESOURCES www.twitter.com/kogibbq
… KogiBBQ is a fancy roach-coach in LA They tweet their location and engage “fans” through Twitter—it’s become a meme When I took this screen shot their 25K followers generated a 1% WTR (Walk Through Rate ;-) Currently they have 31K followers RESOURCES www.twitter.com/kogibbq
Before leaving video there is one more category of video to explore—and that’s Brand TV. Brand TV is an engagement tactic more and more brands are exploring—using other dedicated formats like Discovery, TLC, or HGTV as a model, brands are crafting focused channels that bring value-added entertainment and content to the site (and beyond). Home Depot TV is a brilliant example of this tactic in action—presenting site visitors with content very much in-line with their do-it-yourself (DIY) with our help brand essence. Home Depot offers lessons on how to do everything from install a ceiling fan to repair a leaky faucet. The next step for Home Depot would be to make this content available as a subscription or podcast and allow visitors to create sharable custom playlists that could be embedded or emailed. Brand can use video on their site to deliver personalized experiences and create engagement Home Depot is a great example of this in action (offering lots of DIY content) Allowing visitors to subscribe to content and create their own sharable “playlists” is the next step RESOURCES Presentation materials
Home Depot is such a good example b/c (as they should) they put those very same videos on YouTube where they stand a much better chance of being discovered, linked-to, forwarded, embedded (and) if they are really good—gaining even a greater audience as the view counts and ratings push the better (more popular) content to the top where they are viewed more often. YouTube channels are a nice way to put a collection of your videos in one place—in addition to allowing people to subscribe to your channel (alerting them when new videos are posted); a channel can also be a landing page for a contest or promotion, an extension of a broadcast campaign or location for long-form content—which is how The Royals use YouTube; connecting their fans to near mini-documentaries. AND, the bonus is that YouTube (can be) totally free—and is completely reliable. A million views in an hour might crash your site (but) YouTube streams a billion videos per day. Brand channel manual : http://www.youtube.com/pdf/YouTube_Brand_Channels.pdf Running a contest : http://www.youtube.com/pdf/YouTube_Contests.pdf YouTube handbook : http://www.youtube.com/t/yt_handbook_home Brand videos on YouTube have a better chance of spreading than your site So put them both places You might even choose YouTube as the delivery mechanism on your site Bonus—YouTube is free; brand channels are not b/c they get you listed RESOURCES http://www.youtube.com/user/HomeDepotTV http://www.youtube.com/user/theroyalchannel?ob=4 RESOURCES (YouTube) This is the story of Blendtec, and CEO Tom Dickson, who with a $50 lab coat, a bag of marbles (to be blended), a 12-pack of Diet Coke (to be blended), a garden rake (to be blended), and a $300 dollar camera (to record the blending, virally drove his company's sales up an astonishing 500%. That is seriously powerful WOM --- just make sure not to try this at home.
The basis of effective social media is an active-listening program Tools can provide insight into what is being said, where its being said (and) whom with influence is doing the talking RESOURCES SEER case-studies: for adidas, Sprint, Microsoft, xbox and Burger King www.VML.com/SEER Social media is a contact sport—it requires participation. We believe all good social media campaigns begin with a disciplined active listening program. Active listening is about Identifying conversations about the brand, competitive brands and topics of interest as they occur on blogs, message forums and websites. However, rather than simply knowing where these potentially thousands of conversations might be taking place, it is far more important to find out which of those conversations are actually originating with influencers (b/c) influencers are where the conversations are being shaped (and) influencers words in a sense are the most repeated and linked-to.
Being able to visualize how the ecosystem is connected and where the influential properties are, is a real competitive advantage Social media, ambassador, blog outreach and seeding is more effective when pointed at influencers Understanding sentiment towards your brand and how to combat it. RESOURCES For SEER information contact: Camille Lauer in VML’s Digital Insights Group (DIG) cLauer@VML.com Active listening tools (like VML’s SEER) scan the web to find conversations about your brand; creating an ecosystem that shows how all of those conversations are linked to each other. With the ecosystem defined, the tool then continuously monitors those conversations to see how the ecosystem reacts to external stimulus (like a press release) or news item and begins to map out where conversations begin and how they spread. With this information a brand can visualize their digital ecosystem and watch a time-lapse movie that shows what happens each day and how influencers react. The ability to locate, track and focus key influencers allows the brand to do effective outreach, build ambassador or seeding programs—all with a core group of individuals that have demonstrated an ability to influence the ecosystem. SEER also forms the basis of brand health and sentiment monitoring—identifying misinformation and negative sentiment before it has the chance to spread too far while allowing the brand team to create transparent responses or links to credible third party sites.

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fly131 1 year ago
fabio.paiva Tags social media matters 2 years ago
Simarjit Suri, Manager Product Development at GrupoKaybee 2 years ago
Trozzolo Communications Group at Trozzolo Communications Group 3 years ago
Chau Ngo at Chau Ngo Tags why social media social media 3 years ago
Walter Adamson, Principal - Melbourne at KINSHIP Digital Tags community social media 3 years ago
MRM London at MRM London Tags social brand communication 3 years ago
ibox2000, Consultant Tags trends social 3 years ago
davedix 3 years ago
Kim Obert at Kobert Ops 3 years ago

Gravity Summit (Nov 16, 09) Mike Lundgren Keynote Presentation Transcript

why social media matters
307,947,714 + 1 every 11 seconds US Census Pop Clock one birth every 7sec | one death every 13sec | one immigrant every 36sec current est. population of the United States
+1 = 30K Google Searches 1 2 3 4 5 6 7 8 9 10 11 +1 = 135K text messages sent +1 = 25 min’s YouTube uploaded +1 = 1.2M photos viewed on FB seconds second
221,283,754 are online (wk + hm) 307,947,714 + 1 every 11 seconds
120,522,080 are on YouTube 445M users WW 1B streams / day 48 min site time 82.6 views / person / mo. World’s 2 nd largest search engine More than funny videos 307,947,714 + 1 every 11 seconds
95,681,660 are on Facebook 26M married 38M over 35 52M Female 300M Active Users 150M Return Every Day 8B Minutes / Day (133M hours) 65M Mobile users +1M New Users Per Day 3 rd Largest Country Top photo sharing site (2B uploads / mo) 307,947,714 + 1 every 11 seconds
128,213,143 Read Blogs 307,947,714 + 1 every 11 seconds
26,554,050 Publish Blogs 307,947,714 + 1 every 11 seconds
18,772,580* are on Twitter 55M+ global users Pulse of the web Stream (not) archive 14% are 35 – 44 14% are 45 – 54 20% are 55+ * informed guess ;-) Ashton Kutcher beats CNN to 1M AplusK now has 4M followers followed by Britney, Ellen & CNN 307,947,714 + 1 every 11 seconds
AND THEY are NOT just VOYEURS + trust others more than they trust us
BUT WHY? does this stuff matter all of the sudden
Web 1 . 0 Era THE PAST = the read-only web circa 1996 , 250K sites , 45M global users , dial-up Publishing without expectation for user feedback or participation Maybe NOT as innovative as we may once have thought
Web 2 . 0 Era the read - write participatory web circa 2006 , 80M sites , 1B + global users , broadband More about social change and shifts in consumer behavior (than) tech A movement: democratization of the tools of distribution, production, personalization and consumption
Web 2.0 Truths We no longer control our brands The consumer has unprecedented ability to route around us Consumers trust other consumers more than they trust us No longer any distance between an individual and a mass audience Redefinition of place (ecosystems)
Web 3 . 0 Era FUTURE = semantic ( intelligent) web circa ? ubiquitous , mobile , always-on & intelligent The cost for intelligent collaboration between app’s effectively falls to zero Google, Yelp, Amazon, Visa, Office Depot, Zappos and UPS collaborate to “intelligently” fill an order Transcend mere prediction of regional flu outbreaks
Crafting The (social) Message
Make content “social”
- The key to online WOM is NOT to make the brand look good—it’s making someone look good
- to their social network
- while they are talking about your brand.
- make “me” look more hip, socially responsible, smart, caring, helpful, in-the-know, funny…
The art of the possible mastering the tension between brand limitations and what makes content go viral THE POSSIBLE R Regulatory restrictions Best practices B Brand limitations P
R Regulatory restrictions Best / Possible B Brand limitations P B B P P B X B
Make content portable OLD school Place video on .com and drive traffic to it
NEW school Make it easy for a coach to put it on the team site
easy for players to lift it from the team site for their MySpace page NEW school
Shift in thinking Linking and Embedding
Use a blog to humanize Part multi-author blog, part video channel, part Facebook Rich media & portable content (podcast) Tagging & sharing User profiles (“Facebook profile”) User ratings of content (not shown) Threaded discussions (with comments / votes) RSS
Or as an ambassador program … I get approached to do things like this all the time, but this is the first time I've done a give away because this is a product I use, something in my house, something I'd love to share with you. Nintendo is not paying me to do this … 42,232 comments
Or as a social media hub
Use curated content for low interest
(Add) community features to an existing site
Bring community to your site
Don’t forget Wikipedia Tool for (mass) collaborative authoring and editing Wikipedia is: 5 th most visited site in the world; often above the fold in search results and, it’s trusted Participation requires: Transparent Identity if the CIA got caught—so will you Can’t read like an ad/press release maniacal attribution and citations Try changes via discussion tab first attitude = improve the article’s quality
Fan page, social ad, applications and news feed form the marketer’s toolkit. Use Fan Pages as a CRM tool
- I see something on the page I want to share or post for my friends
- There is something (application) that I want to place on MY profile page
- I like the page (it stands for something) that I want to be known for… so, I become a fan of the page
three tests
Integrate with the lifestream use Facebook Connect to
Use twitter to find and connect Imagine being able to send a text to 1.3M people OMG ;-) Or a link to a site or video How many retweets is that? …millions Imagine being able to follow 669K interested parties + some people you are interested in too Dell’s ROI: $5 per follower $2M @Outlet $1M @Dell.com with prospects, customers and key opinion leaders
Blur lines between employees and customers
Or start a meme 47,370 people are following a taco truck in Los Angeles OMG ;-) One tweet brings 250 people to a corner within 20 minutes (1% WTR).
Own your own social media ch.
But, be sure to liberate it
Engage in active listening Which of the billions of blogs, forums, e-publications, and destinations are the opinion leaders online? What is the tone and tenor of these conversations? Can we harness their energy and influence to achieve message effects in ways that traditional push media can’t? Where are influential voices
Instead of the top-down, linear approach of traditional push media, in what ways do marketing messages diffuse through decentralized networks? Can we understand this flow, and could we affect its movement, reach, and impact? Can we use this insight to optimize messaging and ROI? How do conversations flow Engage in active listening
THANK YOU mike lundgren [email_address]

Gravity Summit (Nov 16, 09) Mike Lundgren Keynote

by Mike Lundgren: VML / WPP on Nov 19, 2009

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Gravity Summit (Nov 16, 09) Mike Lundgren Keynote Presentation Transcript