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Pace University Northeast Regional Conference Presentation (AITI Solutions, LLC)
Pace University Northeast Regional Conference Presentation (AITI Solutions, LLC)
Pace University Northeast Regional Conference Presentation (AITI Solutions, LLC)
Pace University Northeast Regional Conference Presentation (AITI Solutions, LLC)
Pace University Northeast Regional Conference Presentation (AITI Solutions, LLC)
Pace University Northeast Regional Conference Presentation (AITI Solutions, LLC)
Pace University Northeast Regional Conference Presentation (AITI Solutions, LLC)
Pace University Northeast Regional Conference Presentation (AITI Solutions, LLC)
Pace University Northeast Regional Conference Presentation (AITI Solutions, LLC)
Pace University Northeast Regional Conference Presentation (AITI Solutions, LLC)
Pace University Northeast Regional Conference Presentation (AITI Solutions, LLC)
Pace University Northeast Regional Conference Presentation (AITI Solutions, LLC)
Pace University Northeast Regional Conference Presentation (AITI Solutions, LLC)
Pace University Northeast Regional Conference Presentation (AITI Solutions, LLC)
Pace University Northeast Regional Conference Presentation (AITI Solutions, LLC)
Pace University Northeast Regional Conference Presentation (AITI Solutions, LLC)
Pace University Northeast Regional Conference Presentation (AITI Solutions, LLC)
Pace University Northeast Regional Conference Presentation (AITI Solutions, LLC)
Pace University Northeast Regional Conference Presentation (AITI Solutions, LLC)
Pace University Northeast Regional Conference Presentation (AITI Solutions, LLC)
Pace University Northeast Regional Conference Presentation (AITI Solutions, LLC)
Pace University Northeast Regional Conference Presentation (AITI Solutions, LLC)
Pace University Northeast Regional Conference Presentation (AITI Solutions, LLC)
Pace University Northeast Regional Conference Presentation (AITI Solutions, LLC)
Pace University Northeast Regional Conference Presentation (AITI Solutions, LLC)
Pace University Northeast Regional Conference Presentation (AITI Solutions, LLC)
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Pace University Northeast Regional Conference Presentation (AITI Solutions, LLC)

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What is Participatory Marketing?

What is Participatory Marketing?

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  • 1. Participatory Marketing November 22, 2008 November 22 nd , 2008 Pace University Marketing Association Presents: The 3 rd Annual AMA Northeast Regional Conference In New York City Hosted in collaboration with Hofstra University American Marketing Association Save the Date!
  • 2. Michael Della Penna Co-founder and President Aiti Solutions
    • Emerging products, services, media
  • 3.
    • 50 plus relationships
      • The average household has 14 credit cards*
      • The typical household has accounts at four different financial institutions
    • American spend 22 hours a year sorting out bills, account information and other paperwork (more than we spend helping our kids with homework)**
    • Marketing is in trouble - Clutter & information overload reeking havoc
        • * Cardtrak.com, ** Bureau of Labor Statistics
  • 4.
    • Traditional metrics are suffering
      • Engagement, Response, List Fatigue, Costs Rising, Collateral Brand Damage
  • 5.
    • New world/new rules: consumer power and control Social shopping and the semantic web are taking center stage
      • People turning to other people
        • 78% - consumer recommendations are the most credible form of advertising*
        • 3X more likely to trust their peers opinions over advertising for purchase decisions**
        • Trust in a “person like me’ has tripled , from 20% to 68% from 2004 to 2006***
    Source: Nielsen, “Word-of-Mouth the Most Powerful Selling Tool”, 4/07,** “Social Networking Sites: Defining Advertising Opportunities in a Competitive Landscape,” JupiterResearch, 3/07 ***Edelman Trust Barometer. 11/07
  • 6. Direct Mail
    • Email
    TV Radio Print Web Catalog Search RSS Affiliate Text IM Widgets Blogs Wikis Podcasting Webinars Social Networks Video Mobility Networks Push Permission Participation Sharing Syndication Collaboration Accessibility Modularity Semantic Aggregators Marketing Is Evolving Trust
    • Our belief: Marketing and marketers must evolve
      • Push, Permission…Participation
    Pragmatic Context
  • 7. It is about customers getting actively involved in the promotion of your brand It is about marketing with your customers rather than to them It is about engaging customer to take an active role in plotting your brands future Marketing is about Participation It is about charging up your customers and community and putting them in charge It is about community and collaborative filtering
  • 8.
    • Don’t Believe?
    • Check This Out
  • 9.
    • The first participatory President Creating a conversation with the American people
    • 65% VOTED (1908), $660 MILLION RAISED
    • Most Watched, Most Followed, Most Fans:
      • My.BarackObama.com & Blog
        • Mobilized a massive volunteer effort = buzz
        • Fresh content – interesting & engaging
      • Flicker
        • Campaign photos add perspective
      • YouTube: #1
        • Speeches, songs and music videos
      • Linkedin
        • Encouraged questions & volunteers took part
      • Twitter: #1
        • Announced campaign and rally stops & live video
      • Social Networking Sites: #1
        • Facebook, MySpace, BlackPlanet, Asian Avenue, faith based, age based, event based
  • 10.
    • What about big brands?
    • How are they participating?
  • 11.
    • Marketers are trying to figure it out Social networks are typically the first stop
    59% of Top 100 Retailers have a fan page
  • 12.
    • But social networks have been a mixed bag? Few winners. Engagement/Advertising. Are you participating?
    Top 50 fan pages 834,624 4. Facebook 797,558 5. Coldplay 757,932 6. Windows Live Messenger 750,932 7. Adam Sandler 729,349 8. You Tube 699,099 9. Apple Students 686,898 10. Linkin Park 921,322 3. Batman: The Dark Knight 1,625,018 2. Michael Phelps 2,197,833 1. Barack Obama 457,673 45. Red Flavour Pringles 453,018 46. Ferrero Rocher 535,501 32. OREO Cookies 540,592 30. Addidas Originals 569,576 25. Victoria’s Secret Pink
  • 13.
    • But Lots Of Success Stories?
  • 14.
    • Groundswell: Winning in a World Transformed by Social Technologies
      • Case Studies:
      • Forums & Discussion Boards
        • Dell, Constant Contact
      • Idea Exchange
        • Starbucks, Dell, Salesforce.com
      • Social Network
        • Beinggirl.com
  • 15.
    • Microsoft’s Upload Yourself
      • Evolution to Participation
      • Jerry & Bill
      • Celebrities to Consumers
  • 16.
    • The Limited’s Ultimate Outfit
      • 7,900 entries
      • 528,000 views
      • 25,000 MySpace posts
  • 17.
    • Google’s Project 10 100
      • 100,000 entries
      • 100 finalist: Voting starts January 27 th 2009
      • 1 winner wins $10 million
  • 18.
    • No Going Back
    • Careful What You Wish For!
  • 19.
    • Consumer power must be embraced & respected
    How Twittering Critics Brought Down Motrin Mom Campaign Johnson & Johnson did manage to offend some mothers with an online and print campaign for Motrin that implied moms carry their babies as fashion accessories. But was it a genuine groundswell that felled the effort -- or an alliance of the few, empowered by microblogging service Twitter?
      • 5,582 followers on twitter
      • 35,397 views on YouTube
      • 1 expensive ad pulled
      • Millions of dollars in sales potential lost
  • 20.
    • Who will lead the way?
  • 21.
    • Not about media…it is about a movement
  • 22.
    • Participate & help shape the future The industry’s first Generation Y panel
    http://www.thepmn.org/joinourpanel.html Win prizes!
  • 23.
    • Education: Our first event
    http:// www.thepmn.org Sign up!
  • 24.
    • Become a fan – visit us on facebook & Linkedin…its free
  • 25.
    • What will you master?
      • 10,000
    “ Practice isn’t something you do until you’re good. It is something that makes you good.”
  • 26. Thank You! [email_address] [email_address]

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