BUILDING
COMMUNITIES
ONLINE
Marketing in the Era of the Social Web

The Way the Web Works…Today

Every Voice Matters

Some Voices Matter More Than Others

WOM is More Important Now Than Ever

The Insurgent Consumer
• By a 3 to 1 margin, people are far more likely to trust
“average people like me”
• 67 percent of consumer goods sales are based on
WOM (Word of Mouth)
• Consumers trust WOM recommendations far more
than they trust traditional marketing and advertising
y g g
• People would rather hear about real experiences
and perspectives than “marketing-speak”
marketing speak
Source: Edleman

From BOND
BOND…
…to BOURNE

Listening is the New Marketing

SMS
Hey, did you
hear about th t
h b t that
new restaurant? Twitter
Tell me
about it.
Blogs
I heard the
seafood was
great!
Social
When can
Networks we go?!!
Wikis
Forums
Podcasts
Video

“What we didn t get was the passion this very loyal small group of
What didn't
consumers have. That wasn't something that came out in the research.”
Neil Campbell, president, Tropicana, North America
To the The New York Times upon pulling its revamped packaging in February after consumer complaints
complaints.
Listening is the New Marketing

“We have heard you co ce s abou the ad that was featured o ou website.
e a e ea d your concerns about e a as ea u ed on our ebs e
We are parents ourselves and we take feedback from moms very seriously.“
Kathy Widmer, vice president of marketing, McNeil Consumer Healthcare
upon pulling a Motrin ad after mothers expressed outrage about it in November.
Listening is the New Marketing

“Over the past couple of days, we received a lot of questions and comments
about the changes and what they mean for people and their information Based
information.
on this feedback, we have decided to return to our previous terms of use while
we resolve the issues that people have raised.”
Mark Zuckerberg, CEO, Facebook
responding to user outrage over changes made, without user input, to its terms of service in February
Listening is the New Marketing

“Since we launched Facebook’s home page redesign, we've received thousands
of e-mails, Wall posts and comments from y along with direct feedback from
p you g
all of our friends and family. If you've already given us feedback, thank you.
Hearing what you have to say, whether criticism or praise, helps us build a
product that serves you better.”
Christopher Cox, director of product, Facebook
responding to user outrage over changes made to user’s home page newsfeed
Listening is the New Marketing

“MARKETS are
CONVERSATIONS”
“PARTICIPATION i
is
MARKETING”

W no longer TARGET AUDIENCES,
AUDIENCES
We l
we PARTICIPATE in COMMUNITIES.

Authenticity Spread
Openness
Transparency
Social Media: Mindset & Toolset

Lose Control of Your Content

“For you ideas to sp ead a d rise to the s a us o a World Wide Rave, you e go to
o your deas o spread and se o e status of o d de a e, you’ve got o
give up control. Make your Web content totally free for people to access,
with absolutely no virtual strings attached.”
David Meerman S
Scott, author, World Wide Rave

More “Shared Connections,” Less “Destination Silos”

Skittles.com Bold Experiment

Operating System of the New Web

http://sn.im/twitterebook
Twitter is the New Email

It Doesn’t Have to be Expensive

$1,000,000 with No Expense

$50 Investment Leads to 700% Growth

$2 Million to $50 Million in Three Years

Viral Marketing Success with Very Little Cost

Acknowledge Listen to the
Social Media Groundswell
Engage the Measure the
Conversation
C ti Results/ROI
R lt /ROI
Some Things to Do

Get a Seat at Other People’s Table

Set a Table of Your Own