media Landscape Internet Advertising Bureau, 2004
product Proliferation While mergers, both horizontal and vertical, the landscape of the industry in the world have been changing. Various organizations market many variations of the same products . The number of brands of everything is ever increasing and house brands are common in chain stores, resulting in consumers having more options. Source: Strike up the Brands. McKinsey & Company, December 2003 Source: Darwin Day Conference, Google
media Proliferation Source: “Left Brain Marketing,” Forrester Research (April 2004); “The Vanishing Mass Market,” BusinessWeek (July 2004) Source: Darwin Day Conference, Google
Besides getting your ads on TV, newspapers, radio and magazines, many other new mediums are used to bombard consumers with ads. Today, ads can be found virtually everywhere, on sms on cell phones, your IM communicator, computer games and in movies. As a result, consumers are growing more wary and tired of advertisements.
A radical change has occurred in the World of advertising and marketing “ ”
Consumers are not listening anymore Interruptive marketing has seen it’s day Source: http://www.=.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf
The Audience is creating Source: http://www.iirusa.com/upload/wysiwyg/M1805/ IIR_M1805_Seaton.pdf
The Audience is selecting Time Shift technology Source: http://www.iirusa.com/upload/wysiwyg/M1805/ IIR_M1805_Seaton.pdf
The Audience is changing Source: http://www.iirusa.com/upload/wysiwyg/M1805/ IIR_M1805_Seaton.pdf
outcome of overexposure to media “ We are immune to advertising. Just forget it. ” “ You want us to pay? We want you to pay attention. ” “ The Internet became a place where people could talk to other people without constraint. Without filters or censorship or official sanction — and perhaps most significantly, without advertising ” “ Don't talk to us as if you've forgotten how to speak. Don't make us feel small. Remind us to be larger. Get a little of that human touch. ” Cluetrain Manifesto Source: http://www.cluetrain.com
Consumers control the online environment so brands need to think about facilitating user-created actions, not just user-generated content." Unlike newspapers and TV where the advertisers are speaking at consumers, the Internet allows for more back and forth interaction. Source: http://china.seekingalpha.com/article/30979 “ ” advancements of… digital media
The birth of Generation C Control Content Communicate Creativity Channel Creative Class Community Connected Co-Creators Cash Consumer 2.0 Conversation Source: www.slideshare.net/wah17
Youtube/Flickr – create a corporate account to show instructional videos. May also show photos / video of seminars and events.
Blogs – write blogs / articles for topics like “10 reasons to choose…”, “10 tips on xxxx”. Blogs / articles can be mostly informational with indirect marketing within to attract people to read and direct them to your company’s website and sign up for action.
Facebook – Start a fan page, manage users, manage conversations, monitor conversations, promote events, etc.
Twitter – promote blogs, promote new updates to website, gain market info.
Wikipedia – promote industry, educate your customers about the benefits of your products.
Buys tickets online Checks scores Looks for information about latest games Reads up on new cd releases Reads his friend’s postings Gets the latest updates on favorite teams Downloads Songs Music Sites Sports Sites Blog Sites Movie Sites Gaming Sites Google.com Searches for “what’s cool” Consumer Touch Points Source: Darwin Day Conference, Google
“ With twitter gaining popularity, number of users greatly increased after celebrities began to use this social media platform. Many people are only beginning to realize the true value in it. ”
Networking - You can find all sorts of people on twitter, and following the right group of people, and allowing people to follow you, can allow you to build up a strong network of people that share similar interests. You can sometimes rely on the expertise of these people and as they come from varied backgrounds, having these people in your network is definitely great if you need to seek advice on a topic you do not understand. Networks – Social media allows networks that share common interests to form and communicate effectively and quickly.
Updated news – Speed of news on twitter almost unbelievable. Being on twitter, the news show up real time and unlike restricted by news source, the current events you get from twitter is varied and may give you a very balanced or skewed views on a certain topic. Real time Connectivity – Social media thrives on connecting people, allowing people to share their experiences on the web and add their comments and links to related topics.
Relationships - Updating your status or what you are doing can allow you to stay connected with your network and friends. Reading about your friend's tweets about their updates allows you to continuously remain in touch with the ground despite your physical presence may not be there. You can also bridge and foster new relationships wirelessly and effortlessly.
Information - You definitely get a lot of information on twitter. News on google failing to buy twitter, and apple buying twitter, information on how to pick mangoes, and movie reviews. You can find almost everything on twitter. What is even better is that you can post a question or poll to your followers and get instant feedback on them. Direct responses makes twitter a very attractive tool for many.
Entertainment – People are attracted to twitter for all kinds of reasons and the most important of them all is… fun. There are tons of quotes, jokes and funny picture or video links. Endless entertainment on twitter. You can also follow celebrities and know what they are doing or are planning to do.
Job Search - In this financial crisis, Twitter transform itself into a new source where you can find a job, attracting a new group of previously non-social media savvy users to join the network. Simply do a #Jobs or #Job search with #location for more specific jobs.
Social Media is fast becoming an important tool for managing your brand . As more people use the social media platform to share their opinions, it is important to engage and correct any misconception on your company over the social media sphere.
Word of mouth is key .
A supporter can easily sway opinions and view of their followers for their cause.
I believe in the bloggers and their ideas. They are my friends and will tell me the truth, unlike advertisements. “ ” Source: http://china.seekingalpha.com/article/30979
Case study… one Celebrate your Customers Brandjacking Burger King was “Brandjacked” on tweeter, when an unofficial man started “@theBKlounge” and started having a lot of strange new interesting ideas on marketing Burger King. Instead of shutting down the “unofficial” tweets, Burger King ran with the ideas and came up with many funny supporting ads including some on youtube, showing “The King” This proved to be an instant success, increasing sales, and humanize customers for the brand. Through this advocacy, Burger King’s branding was re-interpreted and introducing the new ideas created greater influence with the community.
Case study… two www.aware.org.sg Aware is a non-profit organization for improving gender equality. In May 2009, after the first elections, the organizations was split into 2 camps. After apparent insensitivity shown by the new committee, members called for a vote of non-confidence and wanted a new election. EOGM was called and 2 Facebook Pages as well as many twitter accounts were setup. Social Media was used to help organize the support for a new team, and as a result, many things were exposed and the new committee was ousted. Furthermore, with the vast coverage on Social Media, news coverage followed and AWARE grown from 250+ members to over 3000 members.
Whether or not you are using social media, your customers and interested parties will be using them and talking about you.
Through the different mediums of social media, there will be feedback inevitably as social media empowers people to share their opinions.
Getting to the feedback, taking in positive feedback and resolving negative feedback becomes critical.
Resolving negative comments is critical, and doing it in a timely way can build great relationships from a misunderstanding.
Have a clear internal process on management of a digital crisis within the organization. Make the approval and clearance channels as minimal as possible to assure shortest response time. Time is the deciding factor. Crisis management especially online.
Maintain a policy of transparency. All negative comments be taken in positively. Engage active commenting users to gain insight to the issue and credit them for the efforts .
Such successful examples include AsiaAir and SIA, who transformed negative publicity into loyal customers and a long-memory of good word.
Consistently gather statistics and observe conversations to understand ground sentiments. Digital strategies will be adjusted accordingly to meet ground demands.
The “ satisfaction effect ” Source: http://www.churchofthecustomer.com
Engagement is all about making it relevant to the consumer. “ ” James Speros, Chief marketing officer, Ernst & Young
People read particular magazines because of the life stages and events which currently involve them: from teenager to golfer, from having a baby to coping with retirement. “ ” Source: Henley Centre, Delivering Engagement 2004
The editorial/reader relationship is a one-to-one conversation, and in time it creates a bond of trust, of belief, expectation and empathy. It is through the quality of this relationship that an aperture or opening to the reader’s mind and heart is created, through which we advertisers can establish communication. “ ” Advertiser with Readers’ Digest