Bottom-Up Marketing


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The media world has been turned upside down. Small is now big. Less marketing is now more marketing. You gain control by giving it up. Believe it or not, there are actually some rules in this crazy environment. They start with acknowledging that influence is undergoing an inversion. Important information increasingly starts at the street level and spreads upward. A new breed of tech-savvy consumers and business professionals is accelerating this trend. Learn some skills to cope.

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  • 09/01/09
  • Readers Digest just declared bankruptcy. Purchased for $1.6 billion just two years ago, that investment is now worthless This is not a matter of big media vs. Internet; it’s big media vs. small media
  • About 30% of all TV ads are vaporized by Tivo today
  • This revolution is emphasised in the number of channels consumers now have to share and publish opinions. Social Media has provided consumers with the opportunity to contribute and publish opinions like never before. This has moved billions of thoughts online
  • Universal McCann Erickson Its clear what an impact these channels have had. The result is that we now TRUST a strangers opinion almost as much as people we know! A MASSIVE CHANGE • The top four trusted forms of recommendation are all direct conversation – significantly two of these are now on internet channels: email and Instant Messenger • We trust strangers online almost as much as face to face Recommendation • We would much rather trust a stranger than a celebrity, by a long way • We trust a stranger over any paid-for communications or Advertising • We trust a stranger more in a regulated environment like reviews in a retail site such as Amazon or an auction site like eBay • Blogs are becoming a trusted form of opinion, blogs from people you know rank at number 7 and those by from professionals or micropublishers, number 15. Blogs are almost as trusted as their written word counterparts, magazines and newspapers • Not everything online is trusted: emails from companies are only marginally more trusted than celebrities
  • 09/01/09
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  • Bottom-Up Marketing

    1. 1. <ul><li>Paul Gillin </li></ul><ul><li>Author: The New Influencers </li></ul><ul><li>Secrets of Social Media Marketing </li></ul><ul><li>Marketing in a </li></ul><ul><li>Bottoms-Up World </li></ul>
    2. 2. The Way We’re Going
    3. 3. “ We would hope people want to drink [Diet Coke] more than try experiments with it.&quot; Coca-Cola spokeswoman quoted in The Wall Street Journal
    4. 4. Chaos Theory <ul><li>Small Is the New Big </li></ul><ul><li>Less Marketing is More Marketing </li></ul><ul><li>Gain Control By Giving Up Control </li></ul><ul><li>Publishing Is a Beginning, Not an End </li></ul>
    5. 5. Old Media
    6. 6. New Media
    7. 7. Old Media Facts <ul><li>Magazine newsstand sales off 12% in 2008, 22% in 2009 </li></ul><ul><li>TV Guide sold last year for $1; Readers Digest in Chapter 11 </li></ul><ul><li>2009 TV station ad revenue down >20% ( B e rnstein Research) </li></ul><ul><li>Q2 radio ad revenue down 22% ( Radio Ad Bureau) </li></ul><ul><li>NBC prime time audience down 14.3% in the past year </li></ul><ul><li>Cost of reaching 1,000 households with 30-second TV spot in 1986: $8.28 </li></ul><ul><li>In 2008: $22.65 (Media Dynamics) </li></ul><ul><li>NBC and CBS execs have publicly suggested the networks could become cable channels </li></ul><ul><li>Age of average network evening news viewer: 63 </li></ul>
    8. 8. New Media Facts <ul><li>Teens watch 60% less TV than their parents. They spend 600% more time online (Arthur W. Page report) </li></ul><ul><li>Twitter membership up 1,400% last year (Nielsen) </li></ul><ul><li>If Facebook was a country, it would be world’s fifth largest </li></ul><ul><li>% of Americans under 33 on social networking sites: 67 </li></ul><ul><li>% over 55: 9 </li></ul><ul><li>Word-of-mouth marketing spending to hit $3B by 2013 </li></ul>One-third of Americans under 40 say the Daily Show and Colbert Report are replacing traditional news outlets.
    9. 9. A Case Study: Motrin Moms
    10. 10. The “Mom Response” <ul><li>More than 15,000 tweets </li></ul><ul><li>More than 400 media stories </li></ul><ul><li>And 3,500 blog entries </li></ul><ul><li>J&J never had a chance </li></ul>Courtesy Digitas
    11. 11. Influence Inversion Courtesy Digitas
    12. 12. Customer at the Center
    13. 13. The Way We Were <ul><li>Message </li></ul><ul><li>Impressions </li></ul><ul><li>Reach & Frequency </li></ul><ul><li>Retention </li></ul><ul><li>CPM </li></ul><ul><li>Recall </li></ul><ul><li>Share of Voice </li></ul><ul><li>Coverage </li></ul><ul><li>Rate Base </li></ul>
    14. 14. The Way We Will Be
    15. 15. Credibility Through Validation Source: Elliance, Inc.
    16. 16. 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
    17. 17. Consumer trust level by source We Trust Strangers More Than Experts
    18. 18. “ Never underestimate the extent to which people want to be involved in advertising.” Dave Balter, Founder/CEO, BzzAgent
    19. 19. 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
    20. 20. 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
    21. 21. 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
    22. 22. <ul><li>Marketing in a </li></ul><ul><li>Bottoms-Up World </li></ul>
    23. 23. 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
    24. 24. Publish Everywhere
    25. 25. Engage Popular People
    26. 26. Put Communities to Work Needs Definition Product Architecture Iterative Development Field Testing Viral Marketing Peer Support Product lifecycle
    27. 27. Thank you! Paul Gillin Senior Counsel, Morrissey & Co. 508-202-9807 [email_address] Twitter: @pgillin Available on Amazon or from w Available on Amazon or from