10 Truths of Marketing in a Web 2.0 World

Slide 1: 1 10 Truths of Marketing in a Web2.0 World Creating Marketing That Works in an Era of Consumer Control October 11, 2007 – Austin, Texas Presented at the InnoTech eMarketing Summit at the Austin Convention Center PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 2: 3 Cliches You May Already Know … 2 1. Advertising doesn’t work anymore 2. Consumers are in control 3. The long tail is important And 3 Myths You Need To Forget … 1. Transparency is king 2. Blogging is the answer 3. You have no control http://blog.ogilvypr.com PROMO Live, 2007 – Social Media: Evolution to Execution www.influentialmarketingblog.com

Slide 3: Why 10 Truths? 3 • The future of marketing is about authentic connections • Blogging is only part of the story • Every business in every industry can use these truths • Understanding these truths inspires ideas and action • I like lists PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 4: 1. Your secrets are not secrets 4 PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 5: 2. Authenticity, not transparency 5 Transparency = for lawyers Authenticity = for brands + accountants PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 6: 3. Personality makes it real 6 The “Dream Swiner” PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 7: 4. They know you are marketing 7 PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 8: 5. Falling asleep on hold is bad 8 PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 9: 6. Screwing up is an opportunity 9 Error message from United.com Error message from Digg.com PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 10: 7. In strangers we (now) trust 10 PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 11: 8. Features don’t matter 11 FeatureSpeak EmotionSpeak PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 12: 9. Your mom reads blogs (seriously) 12 PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 13: 10. Relevance is content, not ads 13 VS. PROMO Live, 2007 – Social Media: Evolution to Execution

Slide 14: 14 Thank You! About 360º Digital Influence: A pioneering global offering from Ogilvy Public Relations Worldwide dedicated to helping clients navigate the world of social media. About Rohit Bhargava: Author of the award winning Influential Marketing blog, Rohit is currently writing a book on personality and marketing titled Personality Not Included and due to be published by McGraw-Hill in Spring of 2008. http://blog.ogilvypr.com www.influentialmarketingblog.com PROMO Live, 2007 – Social Media: Evolution to Execution