Paul Gillin Author: The New Influencers Secrets of Social Media Marketing Marketing in a Bottoms-Up World

Paul Gillin

Author: The New Influencers

Secrets of Social Media Marketing

Marketing in a

Bottoms-Up World

The Way We’re Going

“ We would hope people want to drink [Diet Coke] more than try experiments with it." Coca-Cola spokeswoman quoted in The Wall Street Journal

Chaos Theory Small Is the New Big Less Marketing is More Marketing Gain Control By Giving Up Control Publishing Is a Beginning, Not an End

Small Is the New Big

Less Marketing is More Marketing

Gain Control By Giving Up Control

Publishing Is a Beginning, Not an End

Old Media

New Media

Old Media Facts Magazine newsstand sales off 12% in 2008, 22% in 2009 TV Guide sold last year for $1; Readers Digest in Chapter 11 2009 TV station ad revenue down >20% ( B e rnstein Research) Q2 radio ad revenue down 22% ( Radio Ad Bureau) NBC prime time audience down 14.3% in the past year Cost of reaching 1,000 households with 30-second TV spot in 1986: $8.28 In 2008: $22.65 (Media Dynamics) NBC and CBS execs have publicly suggested the networks could become cable channels Age of average network evening news viewer: 63

Magazine newsstand sales off 12% in 2008, 22% in 2009

TV Guide sold last year for $1; Readers Digest in Chapter 11

2009 TV station ad revenue down >20% ( B e rnstein Research)

Q2 radio ad revenue down 22% ( Radio Ad Bureau)

NBC prime time audience down 14.3% in the past year

Cost of reaching 1,000 households with 30-second TV spot in 1986: $8.28

In 2008: $22.65 (Media Dynamics)

NBC and CBS execs have publicly suggested the networks could become cable channels

Age of average network evening news viewer: 63

New Media Facts Teens watch 60% less TV than their parents. They spend 600% more time online (Arthur W. Page report) Twitter membership up 1,400% last year (Nielsen) If Facebook was a country, it would be world’s fifth largest % of Americans under 33 on social networking sites: 67 % over 55: 9 Word-of-mouth marketing spending to hit $3B by 2013 One-third of Americans under 40 say the Daily Show and Colbert Report are replacing traditional news outlets.

Teens watch 60% less TV than their parents. They spend 600% more time online (Arthur W. Page report)

Twitter membership up 1,400% last year (Nielsen)

If Facebook was a country, it would be world’s fifth largest

% of Americans under 33 on social networking sites: 67

% over 55: 9

Word-of-mouth marketing spending to hit $3B by 2013

A Case Study: Motrin Moms

The “Mom Response” More than 15,000 tweets More than 400 media stories And 3,500 blog entries J&J never had a chance Courtesy Digitas

More than 15,000 tweets

More than 400 media stories

And 3,500 blog entries

J&J never had a chance

Influence Inversion Courtesy Digitas

Customer at the Center

The Way We Were Message Impressions Reach & Frequency Retention CPM Recall Share of Voice Coverage Rate Base

Message

Impressions

Reach & Frequency

Retention

CPM

Recall

Share of Voice

Coverage

Rate Base

The Way We Will Be

Credibility Through Validation Source: Elliance, Inc.

Many Ways to Influence PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Consult a professional Readers letters Phone in; TV / Radio Talk to shop worker Personal blog Social network page Widgets Photo sharing site Chat rooms Message boards Video sharing site Comments on blogs Comments on websites Viral emails Wish lists Ratings on retail sites Reviews on retail sites Auction websites Social Bookmarking Chat room Price comparison sites Social shopping sites Talk face to face Consult a professional Readers Letters Phone in; TV / Radio Talk to shop worker Phone call Talk face to face Phone call SMS Email Instant Messenger Talk face to face Talk to shop worker Consumer influence channels Source: Universal McCann Erickson

Consumer trust level by source We Trust Strangers More Than Experts

“ Never underestimate the extent to which people want to be involved in advertising.” Dave Balter, Founder/CEO, BzzAgent

The New Physicians Dr. Kevin Stepp, 36, Cleveland, OH Total YouTube views: 55,000 Dr. Jay Parkinson, 33, Brooklyn, NY One of the “Top 10 Most Creative People in Healthcare” – Fast Company 1,100 Twitter followers

The New Physicians Surgeons send 'tweets' from operating room -CNN, 2/17/09 “ Dr. Craig Rogers, the lead surgeon in the Henry Ford surgery, said the impetus for his Twittering was to let people know that a tumor can be removed without taking the entire kidney.” Source: Manhattan Research survey of 1,832 U.S.physicians

Pharmas Jump In Symbicort on YouTube Reckitt Benckiser on MySpace (7k friends) Novartis on Twitter J&J blog & Facebook group (9,000 fans) “ We always held out the risk of adverse events as the reason not to participate. But we haven’t had any adverse events in the last two years and only a handful of negative comments.” Mark Monseau Director of Corporate Communications for Social Media, J&J McNeil on Facebook

Marketing in a Bottoms-Up World

Marketing in a

Bottoms-Up World

Virtual world Review engine Private community Social Network Video Podcast Blog Match Tools to Goals ☻ ☻ ☻ ☻ ☻ ☻ Sales leads ☻ ☻ ☻ ☻ ☻ Frand advocates ☻ ☻ ☻ Customer feedback ☻ ☻ ☻ ☻ Customer service ☻ ☻ ☻ ☻ ☻ ☻ Product promotion ☻ ☻ ☻ ☻ ☻ Generate new product ideas ☻ ☻ ☻ ☻ ☻ Media relations ☻ ☻ ☻ ☻ ☻ Market research ☻ ☻ ☻ ☻ ☻ Humanize the company ☻ ☻ ☻ Generate web traffic ☻ ☻ ☻ ☻ ☻ Expose employee talent ☻ ☻ ☻ ☻ ☻ ☻ ☻ ☻ ☻ ☻ ☻ ☻ Customer conversation ☻ ☻ ☻ Crisis management ☻ ☻ Counter negativity ☻ ☻ ☻ Build community

Publish Everywhere

Engage Popular People

Put Communities to Work Needs Definition Product Architecture Iterative Development Field Testing Viral Marketing Peer Support Product lifecycle

Thank you! Paul Gillin Senior Counsel, Morrissey & Co. 508-202-9807 [email_address] gillin.com Twitter: @pgillin Available on Amazon or from w ww.NewInfluencers.com Available on Amazon or from www.SSMMBook.com