Slideshows by User: Weave

Slideshows by User: Weave http://www.slideshare.net/ http://www.slideshare.net/images/logo.gif Slideshows by User: Weave http://www.slideshare.net/ Tue, 01 Dec 2009 21:45:17 GMT SlideShare feed for Slideshows by User: Weave Crafting an Engagement Strategy http://www.slideshare.net/Weave/ditching-communication-for-engagement-a-strategic-approach
Presented 12/1/09 to Social Media Breakfast, Seattle chapter. AUDIENCES: Marketing VPs, Directors; agency account directors SYNOPSIS: I run across many presentations on "social media strategy" but never on how to craft one. This is my take, done overnight with lots of coffee and little sleep. I welcome feedback to this document, which describes how the marketing practice needs change, how engagement and trust are the keys to revenue, and things to cover in creating an engagement strategy.]]>
Presented 12/1/09 to Social Media Breakfast, Seattle chapter. AUDIENCES: Marketing VPs, Directors; agency account directors SYNOPSIS: I run across many presentations on "social media strategy" but never on how to craft one. This is my take, done overnight with lots of coffee and little sleep. I welcome feedback to this document, which describes how the marketing practice needs change, how engagement and trust are the keys to revenue, and things to cover in creating an engagement strategy.]]> Tue, 01 Dec 2009 21:45:17 GMT http://www.slideshare.net/Weave/ditching-communication-for-engagement-a-strategic-approach Weave@slideshare.net(Weave) Crafting an Engagement Strategy Weave Presented 12/1/09 to Social Media Breakfast, Seattle chapter. AUDIENCES: Marketing VPs, Directors; agency account directors SYNOPSIS: I run across many presentations on "social media strategy" but never on how to craft one. This is my take, done overnight with lots of coffee and little sleep. I welcome feedback to this document, which describes how the marketing practice needs change, how engagement and trust are the keys to revenue, and things to cover in creating an engagement strategy. <img src="http://cdn.slidesharecdn.com/tribalddbsmbseattlev1-091201154530-phpapp02-thumbnail-2?1259704708" alt ="" style="border:1px solid #C3E6D8;float:right;" /> Presented 12/1/09 to Social Media Breakfast, Seattle chapter. AUDIENCES: Marketing VPs, Directors; agency account directors SYNOPSIS: I run across many presentations on "social media strategy" but never on how to craft one. This is my take, done overnight with lots of coffee and little sleep. I welcome feedback to this document, which describes how the marketing practice needs change, how engagement and trust are the keys to revenue, and things to cover in creating an engagement strategy. Crafting an Engagement Strategy

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Social Marketing for Entrepreneurs http://www.slideshare.net/Weave/social-marketing-for-entrepreneurs
PRESENTED: 11/19/09 at the Vancouver Entrepreneur Meetup AUDIENCE: Entrepreneurs, solo practitioners, marketers for startups; who are interested but not yet heavily involved in social media This presentation covers: - How culture shifts are forcing a shift in the marketing practice - How entrepreneurs must approach their markets - Some free tools for engaging with your customers]]>
PRESENTED: 11/19/09 at the Vancouver Entrepreneur Meetup AUDIENCE: Entrepreneurs, solo practitioners, marketers for startups; who are interested but not yet heavily involved in social media This presentation covers: - How culture shifts are forcing a shift in the marketing practice - How entrepreneurs must approach their markets - Some free tools for engaging with your customers]]> Fri, 20 Nov 2009 03:00:42 GMT http://www.slideshare.net/Weave/social-marketing-for-entrepreneurs Weave@slideshare.net(Weave) Social Marketing for Entrepreneurs Weave PRESENTED: 11/19/09 at the Vancouver Entrepreneur Meetup AUDIENCE: Entrepreneurs, solo practitioners, marketers for startups; who are interested but not yet heavily involved in social media This presentation covers: - How culture shifts are forcing a shift in the marketing practice - How entrepreneurs must approach their markets - Some free tools for engaging with your customers <img src="http://cdn.slidesharecdn.com/weavervanentrep-091119210048-phpapp02-thumbnail-2?1258733338" alt ="" style="border:1px solid #C3E6D8;float:right;" /> PRESENTED: 11/19/09 at the Vancouver Entrepreneur Meetup AUDIENCE: Entrepreneurs, solo practitioners, marketers for startups; who are interested but not yet heavily involved in social media This presentation covers: - How culture shifts are forcing a shift in the marketing practice - How entrepreneurs must approach their markets - Some free tools for engaging with your customers Social Marketing for Entrepreneurs

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Branding, Trust and the Empowered Consumer http://www.slideshare.net/Weave/branding-in-the-era-of-the-empowered-consumer
My presentation from the 2009 World Brand Congress in Mumbai. It discusses the concept and practice of branding in the context of consumer trends, social trends, and the collapse of trust in our audiences toward marketers and marketing. Peers have become the most trusted group, yet we continue to kill consumer trust through intrusion, interruption and self-interest. Time, attention and trust have shrunk, while product choice and media noise have exploded. Social channels provide us with the ability to gain back the one thing we can change: trust. Under pressure in this global recession to drive revenue? The old tactics no longer work. You need to regain trust. This is a larger presentation than my traditional Trust preso. It covers more ground. I encourage branding professionals, marketers and advertisers interested in growing revenue to consider your approach through the lens of trust and through channels like social marketing that build trust.]]>
My presentation from the 2009 World Brand Congress in Mumbai. It discusses the concept and practice of branding in the context of consumer trends, social trends, and the collapse of trust in our audiences toward marketers and marketing. Peers have become the most trusted group, yet we continue to kill consumer trust through intrusion, interruption and self-interest. Time, attention and trust have shrunk, while product choice and media noise have exploded. Social channels provide us with the ability to gain back the one thing we can change: trust. Under pressure in this global recession to drive revenue? The old tactics no longer work. You need to regain trust. This is a larger presentation than my traditional Trust preso. It covers more ground. I encourage branding professionals, marketers and advertisers interested in growing revenue to consider your approach through the lens of trust and through channels like social marketing that build trust.]]> Wed, 11 Nov 2009 10:57:11 GMT http://www.slideshare.net/Weave/branding-in-the-era-of-the-empowered-consumer Weave@slideshare.net(Weave) Branding, Trust and the Empowered Consumer Weave My presentation from the 2009 World Brand Congress in Mumbai. It discusses the concept and practice of branding in the context of consumer trends, social trends, and the collapse of trust in our audiences toward marketers and marketing. Peers have become the most trusted group, yet we continue to kill consumer trust through intrusion, interruption and self-interest. Time, attention and trust have shrunk, while product choice and media noise have exploded. Social channels provide us with the ability to gain back the one thing we can change: trust. Under pressure in this global recession to drive revenue? The old tactics no longer work. You need to regain trust. This is a larger presentation than my traditional Trust preso. It covers more ground. I encourage branding professionals, marketers and advertisers interested in growing revenue to consider your approach through the lens of trust and through channels like social marketing that build trust. <img src="http://cdn.slidesharecdn.com/tribalwbc2009postconf-091111045726-phpapp02-thumbnail-2?1260554151" alt ="" style="border:1px solid #C3E6D8;float:right;" /> My presentation from the 2009 World Brand Congress in Mumbai. It discusses the concept and practice of branding in the context of consumer trends, social trends, and the collapse of trust in our audiences toward marketers and marketing. Peers have become the most trusted group, yet we continue to kill consumer trust through intrusion, interruption and self-interest. Time, attention and trust have shrunk, while product choice and media noise have exploded. Social channels provide us with the ability to gain back the one thing we can change: trust. Under pressure in this global recession to drive revenue? The old tactics no longer work. You need to regain trust. This is a larger presentation than my traditional Trust preso. It covers more ground. I encourage branding professionals, marketers and advertisers interested in growing revenue to consider your approach through the lens of trust and through channels like social marketing that build trust. Branding, Trust and the Empowered Consumer

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Your Brand? OUR Brand. (Designer Edition) http://www.slideshare.net/Weave/your-brand-our-brand-designer-edition
My presentation from the October 2009 Seattle Graphic Artists Guild. This one discusses the process of branding as it applies to smaller businesses and independent contractors. My process, shown here at a high level, is an amalgam of best practices from Landor, Ogilvy and JWT...without the $300 words. :)]]>
My presentation from the October 2009 Seattle Graphic Artists Guild. This one discusses the process of branding as it applies to smaller businesses and independent contractors. My process, shown here at a high level, is an amalgam of best practices from Landor, Ogilvy and JWT...without the $300 words. :)]]> Mon, 02 Nov 2009 00:33:21 GMT http://www.slideshare.net/Weave/your-brand-our-brand-designer-edition Weave@slideshare.net(Weave) Your Brand? OUR Brand. (Designer Edition) Weave My presentation from the October 2009 Seattle Graphic Artists Guild. This one discusses the process of branding as it applies to smaller businesses and independent contractors. My process, shown here at a high level, is an amalgam of best practices from Landor, Ogilvy and JWT...without the $300 words. :) <img src="http://cdn.slidesharecdn.com/tribalgag-091101183328-phpapp01-thumbnail-2?1257194838" alt ="" style="border:1px solid #C3E6D8;float:right;" /> My presentation from the October 2009 Seattle Graphic Artists Guild. This one discusses the process of branding as it applies to smaller businesses and independent contractors. My process, shown here at a high level, is an amalgam of best practices from Landor, Ogilvy and JWT...without the $300 words. :) Your Brand? OUR Brand. (Designer Edition)

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Your Brand? OUR Brand. (IIMA version) http://www.slideshare.net/Weave/your-brand-our-brand
This is my Trust presentation rewritten from the perspective of the practice of branding. Presented on 10/21/09 at the International Internet Marketing Association October meeting.]]>
This is my Trust presentation rewritten from the perspective of the practice of branding. Presented on 10/21/09 at the International Internet Marketing Association October meeting.]]> Thu, 22 Oct 2009 17:45:41 GMT http://www.slideshare.net/Weave/your-brand-our-brand Weave@slideshare.net(Weave) Your Brand? OUR Brand. (IIMA version) Weave This is my Trust presentation rewritten from the perspective of the practice of branding. Presented on 10/21/09 at the International Internet Marketing Association October meeting. <img src="http://cdn.slidesharecdn.com/tribaliima2009-091022124547-phpapp01-thumbnail-2?1257120380" alt ="" style="border:1px solid #C3E6D8;float:right;" /> This is my Trust presentation rewritten from the perspective of the practice of branding. Presented on 10/21/09 at the International Internet Marketing Association October meeting. Your Brand? OUR Brand. (IIMA version)

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Talent is Social: Sourcing & Vetting Candidates via Social Media http://www.slideshare.net/Weave/sm101-talent-is-social
"Talent is Social" is a presentweetion (PPT delivered in 140-character chunks) aimed at organizations looking to use social media to source and vet candidates. It includes watchouts for companies once candidates have been hired and are using social media, and a few tips for jobseekers at the end. This presentweetion was created for the Social Media 101 Conference held on 9/25/09 at Microsoft Campus in Bellevue, Washington. While I have managed many teams over the years and have run my own agency, I am neither a lawyer nor an HR professional and consequently welcome all commentary and dialogue.]]>
"Talent is Social" is a presentweetion (PPT delivered in 140-character chunks) aimed at organizations looking to use social media to source and vet candidates. It includes watchouts for companies once candidates have been hired and are using social media, and a few tips for jobseekers at the end. This presentweetion was created for the Social Media 101 Conference held on 9/25/09 at Microsoft Campus in Bellevue, Washington. While I have managed many teams over the years and have run my own agency, I am neither a lawyer nor an HR professional and consequently welcome all commentary and dialogue.]]> Fri, 25 Sep 2009 11:55:33 GMT http://www.slideshare.net/Weave/sm101-talent-is-social Weave@slideshare.net(Weave) Talent is Social: Sourcing & Vetting Candidates via Social Media Weave "Talent is Social" is a presentweetion (PPT delivered in 140-character chunks) aimed at organizations looking to use social media to source and vet candidates. It includes watchouts for companies once candidates have been hired and are using social media, and a few tips for jobseekers at the end. This presentweetion was created for the Social Media 101 Conference held on 9/25/09 at Microsoft Campus in Bellevue, Washington. While I have managed many teams over the years and have run my own agency, I am neither a lawyer nor an HR professional and consequently welcome all commentary and dialogue. <img src="http://cdn.slidesharecdn.com/tribalsocmedhiringlanding-090925065542-phpapp01-thumbnail-2?1254071222" alt ="" style="border:1px solid #C3E6D8;float:right;" /> "Talent is Social" is a presentweetion (PPT delivered in 140-character chunks) aimed at organizations looking to use social media to source and vet candidates. It includes watchouts for companies once candidates have been hired and are using social media, and a few tips for jobseekers at the end. This presentweetion was created for the Social Media 101 Conference held on 9/25/09 at Microsoft Campus in Bellevue, Washington. While I have managed many teams over the years and have run my own agency, I am neither a lawyer nor an HR professional and consequently welcome all commentary and dialogue. Talent is Social: Sourcing & Vetting Candidates via Social Media

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Talent is Social: Helping Your Dream Job Find YOU via Social Media http://www.slideshare.net/Weave/branding-social-media-and-job-search
Alternate title: how to use social media to help your perfect job find YOU. Synopsis: We live in a world where recruiters are overwhelmed and time-starved; where Google is the front door to finding what you’re looking for; and where the traditional job search approach of Spray and Pray has little efficacy. This is a modification of the presentation I did for PR4People. Audience: anyone looking for a job or wanting to have the best job find THEM in the future.]]>
Alternate title: how to use social media to help your perfect job find YOU. Synopsis: We live in a world where recruiters are overwhelmed and time-starved; where Google is the front door to finding what you’re looking for; and where the traditional job search approach of Spray and Pray has little efficacy. This is a modification of the presentation I did for PR4People. Audience: anyone looking for a job or wanting to have the best job find THEM in the future.]]> Wed, 23 Sep 2009 06:38:20 GMT http://www.slideshare.net/Weave/branding-social-media-and-job-search Weave@slideshare.net(Weave) Talent is Social: Helping Your Dream Job Find YOU via Social Media Weave Alternate title: how to use social media to help your perfect job find YOU. Synopsis: We live in a world where recruiters are overwhelmed and time-starved; where Google is the front door to finding what you’re looking for; and where the traditional job search approach of Spray and Pray has little efficacy. This is a modification of the presentation I did for PR4People. Audience: anyone looking for a job or wanting to have the best job find THEM in the future. <img src="http://cdn.slidesharecdn.com/weaverreinvent-090923013839-phpapp01-thumbnail-2?1254071247" alt ="" style="border:1px solid #C3E6D8;float:right;" /> Alternate title: how to use social media to help your perfect job find YOU. Synopsis: We live in a world where recruiters are overwhelmed and time-starved; where Google is the front door to finding what you’re looking for; and where the traditional job search approach of Spray and Pray has little efficacy. This is a modification of the presentation I did for PR4People. Audience: anyone looking for a job or wanting to have the best job find THEM in the future. Talent is Social: Helping Your Dream Job Find YOU via Social Media

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Trust Drives Transactions: a presentweetion for the time-starved http://www.slideshare.net/Weave/trust-drives-transactions-a-presentweetion-for-the-timestarved
What if a presentation was delivered in 140-character chunks? This "presentweetion" is a revised version of my Trust Drives Transactions presentation. The Twitter feed for the presentation can also be found at http://twitter.com/PeopleBuyTrust HYPOTHESIS: I’ve seen a million presentations on social media: where it’s going, how we’ve become more connected and digital, why you need to be on Twitter, etc., etc. But none have really pointed to the Reason Why social media and social marketing have such wide adoption: because they demonstrate, build and spread TRUST. Trust is faltering across the board as we run into myriad social challenges. Can my school district truly keep my teenage daughter safe? Will this cop go completely over the top on me for jaywalking? Will my boss protect my family’s income, or kick me to the curb to cut overhead? Will my doctor truly know if this is swine flu, or misdiagnose it? As massive pillars of trust begin to shake, those of us in the business of Selling Stuff need to recognize that trust is the essential driver of all business transactions, and in a world where trust is getting beaten up, our ability to be trusted is critical to keeping the doors open, let alone growing revenue. Marketers who may need help selling social channels in to a management team may find the premise as well as the statistics helpful. Fantastic statistics from the incredibly smart folks at Edelman for their work in studying trust globally. Respect. I am always open to feedback, suggestions, etc. Contact me via Slideshare or Twitter (@weave).]]>
What if a presentation was delivered in 140-character chunks? This "presentweetion" is a revised version of my Trust Drives Transactions presentation. The Twitter feed for the presentation can also be found at http://twitter.com/PeopleBuyTrust HYPOTHESIS: I’ve seen a million presentations on social media: where it’s going, how we’ve become more connected and digital, why you need to be on Twitter, etc., etc. But none have really pointed to the Reason Why social media and social marketing have such wide adoption: because they demonstrate, build and spread TRUST. Trust is faltering across the board as we run into myriad social challenges. Can my school district truly keep my teenage daughter safe? Will this cop go completely over the top on me for jaywalking? Will my boss protect my family’s income, or kick me to the curb to cut overhead? Will my doctor truly know if this is swine flu, or misdiagnose it? As massive pillars of trust begin to shake, those of us in the business of Selling Stuff need to recognize that trust is the essential driver of all business transactions, and in a world where trust is getting beaten up, our ability to be trusted is critical to keeping the doors open, let alone growing revenue. Marketers who may need help selling social channels in to a management team may find the premise as well as the statistics helpful. Fantastic statistics from the incredibly smart folks at Edelman for their work in studying trust globally. Respect. I am always open to feedback, suggestions, etc. Contact me via Slideshare or Twitter (@weave).]]> Fri, 18 Sep 2009 00:27:08 GMT http://www.slideshare.net/Weave/trust-drives-transactions-a-presentweetion-for-the-timestarved Weave@slideshare.net(Weave) Trust Drives Transactions: a presentweetion for the time-starved Weave What if a presentation was delivered in 140-character chunks? This "presentweetion" is a revised version of my Trust Drives Transactions presentation. The Twitter feed for the presentation can also be found at http://twitter.com/PeopleBuyTrust HYPOTHESIS: I’ve seen a million presentations on social media: where it’s going, how we’ve become more connected and digital, why you need to be on Twitter, etc., etc. But none have really pointed to the Reason Why social media and social marketing have such wide adoption: because they demonstrate, build and spread TRUST. Trust is faltering across the board as we run into myriad social challenges. Can my school district truly keep my teenage daughter safe? Will this cop go completely over the top on me for jaywalking? Will my boss protect my family’s income, or kick me to the curb to cut overhead? Will my doctor truly know if this is swine flu, or misdiagnose it? As massive pillars of trust begin to shake, those of us in the business of Selling Stuff need to recognize that trust is the essential driver of all business transactions, and in a world where trust is getting beaten up, our ability to be trusted is critical to keeping the doors open, let alone growing revenue. Marketers who may need help selling social channels in to a management team may find the premise as well as the statistics helpful. Fantastic statistics from the incredibly smart folks at Edelman for their work in studying trust globally. Respect. I am always open to feedback, suggestions, etc. Contact me via Slideshare or Twitter (@weave). <img src="http://cdn.slidesharecdn.com/tribalimc2009-090917192714-phpapp02-thumbnail-2?1253234255" alt ="" style="border:1px solid #C3E6D8;float:right;" /> What if a presentation was delivered in 140-character chunks? This "presentweetion" is a revised version of my Trust Drives Transactions presentation. The Twitter feed for the presentation can also be found at http://twitter.com/PeopleBuyTrust HYPOTHESIS: I’ve seen a million presentations on social media: where it’s going, how we’ve become more connected and digital, why you need to be on Twitter, etc., etc. But none have really pointed to the Reason Why social media and social marketing have such wide adoption: because they demonstrate, build and spread TRUST. Trust is faltering across the board as we run into myriad social challenges. Can my school district truly keep my teenage daughter safe? Will this cop go completely over the top on me for jaywalking? Will my boss protect my family’s income, or kick me to the curb to cut overhead? Will my doctor truly know if this is swine flu, or misdiagnose it? As massive pillars of trust begin to shake, those of us in the business of Selling Stuff need to recognize that trust is the essential driver of all business transactions, and in a world where trust is getting beaten up, our ability to be trusted is critical to keeping the doors open, let alone growing revenue. Marketers who may need help selling social channels in to a management team may find the premise as well as the statistics helpful. Fantastic statistics from the incredibly smart folks at Edelman for their work in studying trust globally. Respect. I am always open to feedback, suggestions, etc. Contact me via Slideshare or Twitter (@weave). Trust Drives Transactions: a presentweetion for the time-starved

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Comcast Social Media Conference - Facebook Opening Remarks http://www.slideshare.net/Weave/comcast-social-media-conference-facebook-opening-remarks
SEATTLE, WASHINGTON, USA - August 20, 2009 - These are my portion of the opening remarks for the Comcast Social Media Conference held at Bell Harbor. It is meant to be a VERY high-level overview of Facebook for the uninitiated.]]>
SEATTLE, WASHINGTON, USA - August 20, 2009 - These are my portion of the opening remarks for the Comcast Social Media Conference held at Bell Harbor. It is meant to be a VERY high-level overview of Facebook for the uninitiated.]]> Fri, 21 Aug 2009 20:18:44 GMT http://www.slideshare.net/Weave/comcast-social-media-conference-facebook-opening-remarks Weave@slideshare.net(Weave) Comcast Social Media Conference - Facebook Opening Remarks Weave SEATTLE, WASHINGTON, USA - August 20, 2009 - These are my portion of the opening remarks for the Comcast Social Media Conference held at Bell Harbor. It is meant to be a VERY high-level overview of Facebook for the uninitiated. <img src="http://cdn.slidesharecdn.com/weavercomcast2009fb-090821151855-phpapp02-thumbnail-2?1251138985" alt ="" style="border:1px solid #C3E6D8;float:right;" /> SEATTLE, WASHINGTON, USA - August 20, 2009 - These are my portion of the opening remarks for the Comcast Social Media Conference held at Bell Harbor. It is meant to be a VERY high-level overview of Facebook for the uninitiated. Comcast Social Media Conference - Facebook Opening Remarks

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Comcast Social Media Conference - Facebook for Business breakout http://www.slideshare.net/Weave/comcast-social-media-conference-facebook-for-business-breakout
SEATTLE, WASHINGTON, USA - August 20, 2009 - Breakout session notes on Facebook for Business for non-profits looking to explore FB as an engagement venue.]]>
SEATTLE, WASHINGTON, USA - August 20, 2009 - Breakout session notes on Facebook for Business for non-profits looking to explore FB as an engagement venue.]]> Fri, 21 Aug 2009 20:18:44 GMT http://www.slideshare.net/Weave/comcast-social-media-conference-facebook-for-business-breakout Weave@slideshare.net(Weave) Comcast Social Media Conference - Facebook for Business breakout Weave SEATTLE, WASHINGTON, USA - August 20, 2009 - Breakout session notes on Facebook for Business for non-profits looking to explore FB as an engagement venue. <img src="http://cdn.slidesharecdn.com/weavercomcastfbindepth-090821151852-phpapp02-thumbnail-2?1251139278" alt ="" style="border:1px solid #C3E6D8;float:right;" /> SEATTLE, WASHINGTON, USA - August 20, 2009 - Breakout session notes on Facebook for Business for non-profits looking to explore FB as an engagement venue. Comcast Social Media Conference - Facebook for Business breakout

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Branding, Self-Promotion and Social Media http://www.slideshare.net/Weave/pr-for-people-meetup-7109
This is the presentation I made at the PR for People meetup at Patricia Cameron Gallery in Seattle on 7/1/09. Crafted for a brief 10-minute presentation, it’s meant to cover high-level topics of digital self-promotion. TOPIC: How to use social media to create an intellectual footprint in the online space, with a goal of getting found and getting hired. AUDIENCE: information workers]]>
This is the presentation I made at the PR for People meetup at Patricia Cameron Gallery in Seattle on 7/1/09. Crafted for a brief 10-minute presentation, it’s meant to cover high-level topics of digital self-promotion. TOPIC: How to use social media to create an intellectual footprint in the online space, with a goal of getting found and getting hired. AUDIENCE: information workers]]> Wed, 01 Jul 2009 21:55:17 GMT http://www.slideshare.net/Weave/pr-for-people-meetup-7109 Weave@slideshare.net(Weave) Branding, Self-Promotion and Social Media Weave This is the presentation I made at the PR for People meetup at Patricia Cameron Gallery in Seattle on 7/1/09. Crafted for a brief 10-minute presentation, it’s meant to cover high-level topics of digital self-promotion. TOPIC: How to use social media to create an intellectual footprint in the online space, with a goal of getting found and getting hired. AUDIENCE: information workers <img src="http://cdn.slidesharecdn.com/weaverpr4p2009-090701165528-phpapp01-thumbnail-2?1246592521" alt ="" style="border:1px solid #C3E6D8;float:right;" /> This is the presentation I made at the PR for People meetup at Patricia Cameron Gallery in Seattle on 7/1/09. Crafted for a brief 10-minute presentation, it’s meant to cover high-level topics of digital self-promotion. TOPIC: How to use social media to create an intellectual footprint in the online space, with a goal of getting found and getting hired. AUDIENCE: information workers Branding, Self-Promotion and Social Media

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Why Healthcare Marketing Must Go Social http://www.slideshare.net/Weave/why-healthcare-marketing-must-go-social-1636277
EVENT: Puget Sound AMA June Healthcare Luncheon, June 24, 2009 CONTENT: This presentation discusses cultural shifts and crumbling trust that makes marketing less effective than in the past. In order for marketers to be successful in an era of the empowered consumer, we need to recognize that our profession has changed and that social tools present an opportunity to build trust with prospects necessary to convert. Thanks to all for coming out!]]>
EVENT: Puget Sound AMA June Healthcare Luncheon, June 24, 2009 CONTENT: This presentation discusses cultural shifts and crumbling trust that makes marketing less effective than in the past. In order for marketers to be successful in an era of the empowered consumer, we need to recognize that our profession has changed and that social tools present an opportunity to build trust with prospects necessary to convert. Thanks to all for coming out!]]> Thu, 25 Jun 2009 02:17:12 GMT http://www.slideshare.net/Weave/why-healthcare-marketing-must-go-social-1636277 Weave@slideshare.net(Weave) Why Healthcare Marketing Must Go Social Weave EVENT: Puget Sound AMA June Healthcare Luncheon, June 24, 2009 CONTENT: This presentation discusses cultural shifts and crumbling trust that makes marketing less effective than in the past. In order for marketers to be successful in an era of the empowered consumer, we need to recognize that our profession has changed and that social tools present an opportunity to build trust with prospects necessary to convert. Thanks to all for coming out! <img src="http://cdn.slidesharecdn.com/weaverpsama2009-090624211724-phpapp01-thumbnail-2?1257138844" alt ="" style="border:1px solid #C3E6D8;float:right;" /> EVENT: Puget Sound AMA June Healthcare Luncheon, June 24, 2009 CONTENT: This presentation discusses cultural shifts and crumbling trust that makes marketing less effective than in the past. In order for marketers to be successful in an era of the empowered consumer, we need to recognize that our profession has changed and that social tools present an opportunity to build trust with prospects necessary to convert. Thanks to all for coming out! Why Healthcare Marketing Must Go Social

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Facebook for Business: a primer. http://www.slideshare.net/Weave/facebook-for-business-a-primer
EVENT: Social Networking Conference for Business, held in Bellevue, WA on May 15, 2009. CONTENT: I am often asked about how businesses should approach Facebook as an engagement channel. This presentation will provide some basics to marketers new to Facebook.]]>
EVENT: Social Networking Conference for Business, held in Bellevue, WA on May 15, 2009. CONTENT: I am often asked about how businesses should approach Facebook as an engagement channel. This presentation will provide some basics to marketers new to Facebook.]]> Sat, 16 May 2009 19:57:59 GMT http://www.slideshare.net/Weave/facebook-for-business-a-primer Weave@slideshare.net(Weave) Facebook for Business: a primer. Weave EVENT: Social Networking Conference for Business, held in Bellevue, WA on May 15, 2009. CONTENT: I am often asked about how businesses should approach Facebook as an engagement channel. This presentation will provide some basics to marketers new to Facebook. <img src="http://cdn.slidesharecdn.com/weaversnfb2009-090516145803-phpapp01-thumbnail-2?1245896336" alt ="" style="border:1px solid #C3E6D8;float:right;" /> EVENT: Social Networking Conference for Business, held in Bellevue, WA on May 15, 2009. CONTENT: I am often asked about how businesses should approach Facebook as an engagement channel. This presentation will provide some basics to marketers new to Facebook. Facebook for Business: a primer.

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TRUST DRIVES TRANSACTIONS: Why Marketing Must Go Social http://www.slideshare.net/Weave/trust-drives-transactions-why-marketing-must-go-social-presentation
LAS VEGAS, NEVADA, USA - January 7, 2009 - This is the presentation I gave at the 2009 Consumer Electronics Show’s Social Media Jungle event. SYNOPSIS: In an era where trust and consumer confidence is at a historic low, how can marketers move the needle? I assert that the broader cultural trends indicate decreased efficacy of traditional marketing techniques and an opportunity for marketers to build trust through social marketing rather than following long-used intrusion and interruption techniques. As a marketer, I want my efforts and my craft to produce real value for my markets, rather than unnecessary, irrelevant noise. SPEAKER NOTES: SLIDE 1: Banks are failing. Government is bailing. Property values are falling. When confidence is gone, how do we sell? SLIDE 2: We’re seeing this across the board: business is frozen in place. Decisions are put on hold, hires are postponed, and above all, risk within corporations is avoided. Marketers fall back to known tactics, even when the entire strategy behind those tactics is based on 80s and 90s thinking. No one wants to get fired, so innovation stops, even if it might be the absolute right thing to do. As marketers, we’re seeing dwindling efficacy across a wide variety of channels and media. Our jobs are on the line. Many of us see the promise in social marketing. Others also see how traditional push- and intrusion-based marketing approaches are not only meaningless anymore, but they make us feel dirty as well. So how do we push fearful managers past their reticence? How do we persuade CMOs that the fail-safes of the past may fail – and that new techniques might actually create the transactions we need to hit? Here are some basic concepts from previous presentations, compacted down to a 20-minute talk. SLIDE 3: First off, let’s talk about marketing. This business, this craft of the outbound voice - classic monolog marketing - is highly refined. It’s taught in advanced university degrees, it has a plethora of trade organizations. Of course it would, it’s had 100 years to mature. I remember as a kid watching Bewtiched, mostly because of a childhood crush on Elizabeth Montgomery but also because I thought Darren Stevens had the coolest job on the planet: selling creative ideas. And his agency was a classic example of how business approached consumers when geography and limited information worked to advertisers’ advantages and consumers didn’t have a lot of choices. In those days, simple approaches like “good to the last drop” or “tastes good like a cigarette should” could work. Secondly, entire industries are sprung around the tools. There’s a Direct Marketing Association. An Email Marketing Association. A word of mouth marketing association. There’s a trade org for nearly every miniscule sub-practice of marketing. Advertising, PR, event marketing – each are their own highly refined science. And we have lots of specialty agencies in each subpractice who’ve made millions focusing on various marketing channels. There’s a huge lexicon around marketing. Call-to-action, pre-campaign analytics, market penetration, reach and frequency – when small business owners listen to many marketers, I’m sure they’re confused at best. Finally, this marketing machine, which controls trillions of dollars of spend, is incented, rewarded and focused on skill with the outbound voice. This leads to job security which is a powerful motivator toward…keeping the status quo. SLIDE 4: And so, when the connective power and community size of various social networks became more clear to marketers, they and/or their agencies often saw social sites as tasty media morsels - easy to reach audiences ready for the taking. Agencies took their honed intrusion skillset to Facebook, YouTube and MySpace, buying display ads and later, branded social network presences. “I’ll take a fan page and a Twitter campaign, and oooh, look at this tasty MySpace promotional opportunity!” SLIDE 5: But of course, the numbers weren’t there. This turned off advertisers, who didn’t understand that push and intrusion was what consumers were trying to evade. I spoke to the managing director of a huge digital agency who said, “yeah, we tried creating ads for Facebook. We didn’t see much in terms of revenue. So we’re not very interested in social media.” That sound you heard was me slapping my forehead. SLIDE 6: Advertisers didn’t realize that advertising on social networks was like Amway salesmen showing up at a private dinner party. No one wanted them there – it wasn’t the right context in which to sell. SLIDE 7: Let’s take a look at consumers. We’ve got attention deficit, we’re fragmented by a million niche interests, and we feel time-starved. In fact, there’s a Girl Scout merit badge for Time Management. We’re so bad we’re trying to teach young girls how to wring every single second of productivity out of their days. That’s nuts. And what’s up with the guys talking on the phone while they’re on the can? I don’t want to hear that, you don’t want to hear that. If we’re talking on the phone while relieving ourselves, perhaps we’re a little too time-starved. We’re incredibly distrustful of advertising, spoilt silly by customization of everything from apparel to website profiles to even our cars. We can get media anywhere, anyhow, anytime. And concerning this media, time starvation has transformed us into “snack media” consumers…with time only for small snippets of information – not long-form commercials or page after page of website content. SLIDE 8: And with the advent of widespread internet technologies, the power has shifted from manufacturers and “opinion-makers” to consumers. SEARCH lets us find anything we want, anything we feel relevance with. Consumers can also EXPRESS themselves like never before. Traditionally this was done over the back fence, around the water cooler, or over the phone. Now, we can express our opinions to a vast audience – or important audiences. Finally we can SHARE things we find. We can share things we love, and why. We can also share things we HATE. And that might be the most recent interaction with your company. The stark reality for marketers like me: generally, consumers do not want, nor need marketing, advertising or PR. This is a HUGE wakeup call for marketers. A lot of what we do is unwanted – in particular, interruptive, intrusive advertising efforts. SLIDE 9: Consider this: the consumer has a quest or task: to find information about a solution to a problem they face. That could be dentures that don’t fall out, the safest baby strollers, whether or not “organic” and “natural” mean the same thing, or where they might go for dinner tonight. What do advertisers do to try to achieve their own goals? Interrupt, intrude, block, sidetrack and in general, stop consumers from their goals. When marketers (and the companies they are marketing) work toward their own efforts and against consumers, marketing spend loses efficacy, relevance and most importantly, CREATES DISTRUST. Look at the flashing, blinding LED billboards on the freeway – the ones with video or animation. Advertisers are desperately trying to get your attention. Yet it’s not to help you…it’s to hit a sales target. You know it. They know it. And they’re willing to have you jeopardize your life and safety in the hopes you’ll call that 1-800 number. That’s not the kind of business I want to be in. SLIDE 10: (Slideshare has destroyed the animations in this slide. The beginning shows just the Marketers and Media voices.) In the past, we had a small group of people in the press, in advertising, who were forming opinion for the masses. And since the masses had no real way to be heard, we primarily had monologue. But now, there are MANY voices bombarding your market – in equal volume. Employees can be heard as easily as investors or customers or the government – sometimes their voices are louder than your marketing spend. It’s the New Cacophony. SLIDE 11: And with such a cacophony, when you have a decision to make or a problem to solve, it’s human nature to seek out recommendations from people you trust. We do this when risk is higher, when there are more choices to sift through, and, because we’re time starved, when we just don’t have the time to dig into things. SLIDE 12: Where do people turn? To peers. Nearly 60% of those surveyed in our 2008 trust study believe what “a person like me” says about an organization. This has gone up 7% in one year. Whom do they believe in least? Marketers. You can see here that in younger age groups, people trust advertising the least of all sources. Think about that: traditional marketing mixes are the least credible source of information for an entire generation of consumers. Maybe it’s time for business to rethink how we approach and engage with our markets. SLIDE 13: Peer recommendation is also self-reinforcing. If I mention to a trusted friend or colleague that I LOVE Virgin America and had an awesome experience with them, that opinion will generally be trusted. But if I mention that to you and you hear the same thing from someone else, the trust jumps to 78-83%. SLIDE 14: So clearly word of mouth is highly influential. It’s also widely shared. Social media and networking allow us to spread our word of mouth influence across geographic boundaries. Our Trust Barometer shows that between 56 and 63% of opinion elites were likely to share opinions and experiences about companies they trust or distrust online. And here’s a thought: because of Google’s archiving abilities, these opinions transcend the boundaries of time, as well. So a negative opinion posted in 2005 will be easily found in 2008, long after it’s been corrected. SLIDE 15: Finally, trust drives preference. We see here that fully 88% of opinion elites choose to buy from trusted firms, and 85% refuse to by from distrusted firms. The purchasing decisions of influencers are hugely driven by trust or a lack of it. And leads us to perhaps the most important point of all: Trust drives transactions. Much more so than intrusion/interruption marketing. SLIDE 16: I counsel my clients that you don’t need an advertising strategy. You don’t need a Twitter strategy. And you certainly don’t need a “social media strategy.” FLEE ANYONE WHO TELLS YOU THAT YOU DO. No, what you really need is a Trust Strategy. SLIDE 17: How do you minimize things that can kill trust? That doesn’t mean silencing market dialogue, but it does mean engaging naysayers at times and working to mitigate negativity. But also, it means provide more great, valuable content about your brand/product/company to be found, rather than interrupting a consumer’s journey. And show interest in your market, not your revenue goals. The revenue will come when consumers feel they’re not being exploited. Also, work on the internal value chain to correct issues in customer service, corporate social behavior and delivery that would generate loud, public negative voice. Quality product or service is always the best way to generate trust. Finally, empower the market to spread the good word about your offering. Provide them with valuable functionality or content and make it easily shared. In fact, make it effortless to share. SLIDE 18: These are a few thought-starters on how to use social programs to create shareable value. (On longer presentations I go into much more detail with these. Contact me at branddialogue.com for more details) SLIDE 19: On a final note, I counsel my clients to consider the lens in which they perceive social media. I’m 47, and people my age were generally taught to “put your best foot forward.” “Never let them see you sweat.’ Be the most presentable to the widest possible audience. Don’t offend. Never talk about politics or religion in business. Don’t give anyone any details to use against you. In other words, cast your net as widely as possible in ways that don’t offend. But millenials have been trained completely differently. They could care less about formalities. They are happy to share personal information and are willing to give up privacy if it means better connections with like minds. So what might feel “weird” to you, if you’re in the older group, doesn’t feel weird at all to younger folks who are in your market. In fact, they’d prefer warts and all. Consider the business suit. How important is it that you wear one? Chances are, if your buyers are older, wearing formal business attire is very important and leads to trust. But with younger generations, wearing a suit actually means you’re less likely to be trusted. If a suit is important within your organization, I’m thinking you’ll need to talk about this “lens difference” with more people. SLIDE 20: So to wrap up, I really encourage you all to rethink your entire approach to your market. All that spend on direct mail blasts, on tradeshow booths, on ad campaigns or radio spots: what if that went toward a salary or two of community engagers who could not only monitor and guide the dialogue around your brand, but could engage with key markets and demonstrate value to prospective brand zealots? The 5% response rate to your direct campaign: what if that campaign budget went to a remarkable video or a Facebook branded fan page that corralled conversation among trust networks? Be in the endzone, don’t be interference. And finally, trust already exists between people. Don’t try to buy new trust – instead, leverage word-of-mouth and the trust already inherent between consumers. MORE THAN EVER BEFORE, THIS IS THE TIME TO RETHINK OUR APPROACH TO MARKETING. - Eric Weaver, President Brand Dialogue +1 206 905 9328 ]]>
LAS VEGAS, NEVADA, USA - January 7, 2009 - This is the presentation I gave at the 2009 Consumer Electronics Show’s Social Media Jungle event. SYNOPSIS: In an era where trust and consumer confidence is at a historic low, how can marketers move the needle? I assert that the broader cultural trends indicate decreased efficacy of traditional marketing techniques and an opportunity for marketers to build trust through social marketing rather than following long-used intrusion and interruption techniques. As a marketer, I want my efforts and my craft to produce real value for my markets, rather than unnecessary, irrelevant noise. SPEAKER NOTES: SLIDE 1: Banks are failing. Government is bailing. Property values are falling. When confidence is gone, how do we sell? SLIDE 2: We’re seeing this across the board: business is frozen in place. Decisions are put on hold, hires are postponed, and above all, risk within corporations is avoided. Marketers fall back to known tactics, even when the entire strategy behind those tactics is based on 80s and 90s thinking. No one wants to get fired, so innovation stops, even if it might be the absolute right thing to do. As marketers, we’re seeing dwindling efficacy across a wide variety of channels and media. Our jobs are on the line. Many of us see the promise in social marketing. Others also see how traditional push- and intrusion-based marketing approaches are not only meaningless anymore, but they make us feel dirty as well. So how do we push fearful managers past their reticence? How do we persuade CMOs that the fail-safes of the past may fail – and that new techniques might actually create the transactions we need to hit? Here are some basic concepts from previous presentations, compacted down to a 20-minute talk. SLIDE 3: First off, let’s talk about marketing. This business, this craft of the outbound voice - classic monolog marketing - is highly refined. It’s taught in advanced university degrees, it has a plethora of trade organizations. Of course it would, it’s had 100 years to mature. I remember as a kid watching Bewtiched, mostly because of a childhood crush on Elizabeth Montgomery but also because I thought Darren Stevens had the coolest job on the planet: selling creative ideas. And his agency was a classic example of how business approached consumers when geography and limited information worked to advertisers’ advantages and consumers didn’t have a lot of choices. In those days, simple approaches like “good to the last drop” or “tastes good like a cigarette should” could work. Secondly, entire industries are sprung around the tools. There’s a Direct Marketing Association. An Email Marketing Association. A word of mouth marketing association. There’s a trade org for nearly every miniscule sub-practice of marketing. Advertising, PR, event marketing – each are their own highly refined science. And we have lots of specialty agencies in each subpractice who’ve made millions focusing on various marketing channels. There’s a huge lexicon around marketing. Call-to-action, pre-campaign analytics, market penetration, reach and frequency – when small business owners listen to many marketers, I’m sure they’re confused at best. Finally, this marketing machine, which controls trillions of dollars of spend, is incented, rewarded and focused on skill with the outbound voice. This leads to job security which is a powerful motivator toward…keeping the status quo. SLIDE 4: And so, when the connective power and community size of various social networks became more clear to marketers, they and/or their agencies often saw social sites as tasty media morsels - easy to reach audiences ready for the taking. Agencies took their honed intrusion skillset to Facebook, YouTube and MySpace, buying display ads and later, branded social network presences. “I’ll take a fan page and a Twitter campaign, and oooh, look at this tasty MySpace promotional opportunity!” SLIDE 5: But of course, the numbers weren’t there. This turned off advertisers, who didn’t understand that push and intrusion was what consumers were trying to evade. I spoke to the managing director of a huge digital agency who said, “yeah, we tried creating ads for Facebook. We didn’t see much in terms of revenue. So we’re not very interested in social media.” That sound you heard was me slapping my forehead. SLIDE 6: Advertisers didn’t realize that advertising on social networks was like Amway salesmen showing up at a private dinner party. No one wanted them there – it wasn’t the right context in which to sell. SLIDE 7: Let’s take a look at consumers. We’ve got attention deficit, we’re fragmented by a million niche interests, and we feel time-starved. In fact, there’s a Girl Scout merit badge for Time Management. We’re so bad we’re trying to teach young girls how to wring every single second of productivity out of their days. That’s nuts. And what’s up with the guys talking on the phone while they’re on the can? I don’t want to hear that, you don’t want to hear that. If we’re talking on the phone while relieving ourselves, perhaps we’re a little too time-starved. We’re incredibly distrustful of advertising, spoilt silly by customization of everything from apparel to website profiles to even our cars. We can get media anywhere, anyhow, anytime. And concerning this media, time starvation has transformed us into “snack media” consumers…with time only for small snippets of information – not long-form commercials or page after page of website content. SLIDE 8: And with the advent of widespread internet technologies, the power has shifted from manufacturers and “opinion-makers” to consumers. SEARCH lets us find anything we want, anything we feel relevance with. Consumers can also EXPRESS themselves like never before. Traditionally this was done over the back fence, around the water cooler, or over the phone. Now, we can express our opinions to a vast audience – or important audiences. Finally we can SHARE things we find. We can share things we love, and why. We can also share things we HATE. And that might be the most recent interaction with your company. The stark reality for marketers like me: generally, consumers do not want, nor need marketing, advertising or PR. This is a HUGE wakeup call for marketers. A lot of what we do is unwanted – in particular, interruptive, intrusive advertising efforts. SLIDE 9: Consider this: the consumer has a quest or task: to find information about a solution to a problem they face. That could be dentures that don’t fall out, the safest baby strollers, whether or not “organic” and “natural” mean the same thing, or where they might go for dinner tonight. What do advertisers do to try to achieve their own goals? Interrupt, intrude, block, sidetrack and in general, stop consumers from their goals. When marketers (and the companies they are marketing) work toward their own efforts and against consumers, marketing spend loses efficacy, relevance and most importantly, CREATES DISTRUST. Look at the flashing, blinding LED billboards on the freeway – the ones with video or animation. Advertisers are desperately trying to get your attention. Yet it’s not to help you…it’s to hit a sales target. You know it. They know it. And they’re willing to have you jeopardize your life and safety in the hopes you’ll call that 1-800 number. That’s not the kind of business I want to be in. SLIDE 10: (Slideshare has destroyed the animations in this slide. The beginning shows just the Marketers and Media voices.) In the past, we had a small group of people in the press, in advertising, who were forming opinion for the masses. And since the masses had no real way to be heard, we primarily had monologue. But now, there are MANY voices bombarding your market – in equal volume. Employees can be heard as easily as investors or customers or the government – sometimes their voices are louder than your marketing spend. It’s the New Cacophony. SLIDE 11: And with such a cacophony, when you have a decision to make or a problem to solve, it’s human nature to seek out recommendations from people you trust. We do this when risk is higher, when there are more choices to sift through, and, because we’re time starved, when we just don’t have the time to dig into things. SLIDE 12: Where do people turn? To peers. Nearly 60% of those surveyed in our 2008 trust study believe what “a person like me” says about an organization. This has gone up 7% in one year. Whom do they believe in least? Marketers. You can see here that in younger age groups, people trust advertising the least of all sources. Think about that: traditional marketing mixes are the least credible source of information for an entire generation of consumers. Maybe it’s time for business to rethink how we approach and engage with our markets. SLIDE 13: Peer recommendation is also self-reinforcing. If I mention to a trusted friend or colleague that I LOVE Virgin America and had an awesome experience with them, that opinion will generally be trusted. But if I mention that to you and you hear the same thing from someone else, the trust jumps to 78-83%. SLIDE 14: So clearly word of mouth is highly influential. It’s also widely shared. Social media and networking allow us to spread our word of mouth influence across geographic boundaries. Our Trust Barometer shows that between 56 and 63% of opinion elites were likely to share opinions and experiences about companies they trust or distrust online. And here’s a thought: because of Google’s archiving abilities, these opinions transcend the boundaries of time, as well. So a negative opinion posted in 2005 will be easily found in 2008, long after it’s been corrected. SLIDE 15: Finally, trust drives preference. We see here that fully 88% of opinion elites choose to buy from trusted firms, and 85% refuse to by from distrusted firms. The purchasing decisions of influencers are hugely driven by trust or a lack of it. And leads us to perhaps the most important point of all: Trust drives transactions. Much more so than intrusion/interruption marketing. SLIDE 16: I counsel my clients that you don’t need an advertising strategy. You don’t need a Twitter strategy. And you certainly don’t need a “social media strategy.” FLEE ANYONE WHO TELLS YOU THAT YOU DO. No, what you really need is a Trust Strategy. SLIDE 17: How do you minimize things that can kill trust? That doesn’t mean silencing market dialogue, but it does mean engaging naysayers at times and working to mitigate negativity. But also, it means provide more great, valuable content about your brand/product/company to be found, rather than interrupting a consumer’s journey. And show interest in your market, not your revenue goals. The revenue will come when consumers feel they’re not being exploited. Also, work on the internal value chain to correct issues in customer service, corporate social behavior and delivery that would generate loud, public negative voice. Quality product or service is always the best way to generate trust. Finally, empower the market to spread the good word about your offering. Provide them with valuable functionality or content and make it easily shared. In fact, make it effortless to share. SLIDE 18: These are a few thought-starters on how to use social programs to create shareable value. (On longer presentations I go into much more detail with these. Contact me at branddialogue.com for more details) SLIDE 19: On a final note, I counsel my clients to consider the lens in which they perceive social media. I’m 47, and people my age were generally taught to “put your best foot forward.” “Never let them see you sweat.’ Be the most presentable to the widest possible audience. Don’t offend. Never talk about politics or religion in business. Don’t give anyone any details to use against you. In other words, cast your net as widely as possible in ways that don’t offend. But millenials have been trained completely differently. They could care less about formalities. They are happy to share personal information and are willing to give up privacy if it means better connections with like minds. So what might feel “weird” to you, if you’re in the older group, doesn’t feel weird at all to younger folks who are in your market. In fact, they’d prefer warts and all. Consider the business suit. How important is it that you wear one? Chances are, if your buyers are older, wearing formal business attire is very important and leads to trust. But with younger generations, wearing a suit actually means you’re less likely to be trusted. If a suit is important within your organization, I’m thinking you’ll need to talk about this “lens difference” with more people. SLIDE 20: So to wrap up, I really encourage you all to rethink your entire approach to your market. All that spend on direct mail blasts, on tradeshow booths, on ad campaigns or radio spots: what if that went toward a salary or two of community engagers who could not only monitor and guide the dialogue around your brand, but could engage with key markets and demonstrate value to prospective brand zealots? The 5% response rate to your direct campaign: what if that campaign budget went to a remarkable video or a Facebook branded fan page that corralled conversation among trust networks? Be in the endzone, don’t be interference. And finally, trust already exists between people. Don’t try to buy new trust – instead, leverage word-of-mouth and the trust already inherent between consumers. MORE THAN EVER BEFORE, THIS IS THE TIME TO RETHINK OUR APPROACH TO MARKETING. - Eric Weaver, President Brand Dialogue +1 206 905 9328 ]]> Thu, 08 Jan 2009 19:28:37 GMT http://www.slideshare.net/Weave/trust-drives-transactions-why-marketing-must-go-social-presentation Weave@slideshare.net(Weave) TRUST DRIVES TRANSACTIONS: Why Marketing Must Go Social Weave LAS VEGAS, NEVADA, USA - January 7, 2009 - This is the presentation I gave at the 2009 Consumer Electronics Show’s Social Media Jungle event. SYNOPSIS: In an era where trust and consumer confidence is at a historic low, how can marketers move the needle? I assert that the broader cultural trends indicate decreased efficacy of traditional marketing techniques and an opportunity for marketers to build trust through social marketing rather than following long-used intrusion and interruption techniques. As a marketer, I want my efforts and my craft to produce real value for my markets, rather than unnecessary, irrelevant noise. SPEAKER NOTES: SLIDE 1: Banks are failing. Government is bailing. Property values are falling. When confidence is gone, how do we sell? SLIDE 2: We’re seeing this across the board: business is frozen in place. Decisions are put on hold, hires are postponed, and above all, risk within corporations is avoided. Marketers fall back to known tactics, even when the entire strategy behind those tactics is based on 80s and 90s thinking. No one wants to get fired, so innovation stops, even if it might be the absolute right thing to do. As marketers, we’re seeing dwindling efficacy across a wide variety of channels and media. Our jobs are on the line. Many of us see the promise in social marketing. Others also see how traditional push- and intrusion-based marketing approaches are not only meaningless anymore, but they make us feel dirty as well. So how do we push fearful managers past their reticence? How do we persuade CMOs that the fail-safes of the past may fail – and that new techniques might actually create the transactions we need to hit? Here are some basic concepts from previous presentations, compacted down to a 20-minute talk. SLIDE 3: First off, let’s talk about marketing. This business, this craft of the outbound voice - classic monolog marketing - is highly refined. It’s taught in advanced university degrees, it has a plethora of trade organizations. Of course it would, it’s had 100 years to mature. I remember as a kid watching Bewtiched, mostly because of a childhood crush on Elizabeth Montgomery but also because I thought Darren Stevens had the coolest job on the planet: selling creative ideas. And his agency was a classic example of how business approached consumers when geography and limited information worked to advertisers’ advantages and consumers didn’t have a lot of choices. In those days, simple approaches like “good to the last drop” or “tastes good like a cigarette should” could work. Secondly, entire industries are sprung around the tools. There’s a Direct Marketing Association. An Email Marketing Association. A word of mouth marketing association. There’s a trade org for nearly every miniscule sub-practice of marketing. Advertising, PR, event marketing – each are their own highly refined science. And we have lots of specialty agencies in each subpractice who’ve made millions focusing on various marketing channels. There’s a huge lexicon around marketing. Call-to-action, pre-campaign analytics, market penetration, reach and frequency – when small business owners listen to many marketers, I’m sure they’re confused at best. Finally, this marketing machine, which controls trillions of dollars of spend, is incented, rewarded and focused on skill with the outbound voice. This leads to job security which is a powerful motivator toward…keeping the status quo. SLIDE 4: And so, when the connective power and community size of various social networks became more clear to marketers, they and/or their agencies often saw social sites as tasty media morsels - easy to reach audiences ready for the taking. Agencies took their honed intrusion skillset to Facebook, YouTube and MySpace, buying display ads and later, branded social network presences. “I’ll take a fan page and a Twitter campaign, and oooh, look at this tasty MySpace promotional opportunity!” SLIDE 5: But of course, the numbers weren’t there. This turned off advertisers, who didn’t understand that push and intrusion was what consumers were trying to evade. I spoke to the managing director of a huge digital agency who said, “yeah, we tried creating ads for Facebook. We didn’t see much in terms of revenue. So we’re not very interested in social media.” That sound you heard was me slapping my forehead. SLIDE 6: Advertisers didn’t realize that advertising on social networks was like Amway salesmen showing up at a private dinner party. No one wanted them there – it wasn’t the right context in which to sell. SLIDE 7: Let’s take a look at consumers. We’ve got attention deficit, we’re fragmented by a million niche interests, and we feel time-starved. In fact, there’s a Girl Scout merit badge for Time Management. We’re so bad we’re trying to teach young girls how to wring every single second of productivity out of their days. That’s nuts. And what’s up with the guys talking on the phone while they’re on the can? I don’t want to hear that, you don’t want to hear that. If we’re talking on the phone while relieving ourselves, perhaps we’re a little too time-starved. We’re incredibly distrustful of advertising, spoilt silly by customization of everything from apparel to website profiles to even our cars. We can get media anywhere, anyhow, anytime. And concerning this media, time starvation has transformed us into “snack media” consumers…with time only for small snippets of information – not long-form commercials or page after page of website content. SLIDE 8: And with the advent of widespread internet technologies, the power has shifted from manufacturers and “opinion-makers” to consumers. SEARCH lets us find anything we want, anything we feel relevance with. Consumers can also EXPRESS themselves like never before. Traditionally this was done over the back fence, around the water cooler, or over the phone. Now, we can express our opinions to a vast audience – or important audiences. Finally we can SHARE things we find. We can share things we love, and why. We can also share things we HATE. And that might be the most recent interaction with your company. The stark reality for marketers like me: generally, consumers do not want, nor need marketing, advertising or PR. This is a HUGE wakeup call for marketers. A lot of what we do is unwanted – in particular, interruptive, intrusive advertising efforts. SLIDE 9: Consider this: the consumer has a quest or task: to find information about a solution to a problem they face. That could be dentures that don’t fall out, the safest baby strollers, whether or not “organic” and “natural” mean the same thing, or where they might go for dinner tonight. What do advertisers do to try to achieve their own goals? Interrupt, intrude, block, sidetrack and in general, stop consumers from their goals. When marketers (and the companies they are marketing) work toward their own efforts and against consumers, marketing spend loses efficacy, relevance and most importantly, CREATES DISTRUST. Look at the flashing, blinding LED billboards on the freeway – the ones with video or animation. Advertisers are desperately trying to get your attention. Yet it’s not to help you…it’s to hit a sales target. You know it. They know it. And they’re willing to have you jeopardize your life and safety in the hopes you’ll call that 1-800 number. That’s not the kind of business I want to be in. SLIDE 10: (Slideshare has destroyed the animations in this slide. The beginning shows just the Marketers and Media voices.) In the past, we had a small group of people in the press, in advertising, who were forming opinion for the masses. And since the masses had no real way to be heard, we primarily had monologue. But now, there are MANY voices bombarding your market – in equal volume. Employees can be heard as easily as investors or customers or the government – sometimes their voices are louder than your marketing spend. It’s the New Cacophony. SLIDE 11: And with such a cacophony, when you have a decision to make or a problem to solve, it’s human nature to seek out recommendations from people you trust. We do this when risk is higher, when there are more choices to sift through, and, because we’re time starved, when we just don’t have the time to dig into things. SLIDE 12: Where do people turn? To peers. Nearly 60% of those surveyed in our 2008 trust study believe what “a person like me” says about an organization. This has gone up 7% in one year. Whom do they believe in least? Marketers. You can see here that in younger age groups, people trust advertising the least of all sources. Think about that: traditional marketing mixes are the least credible source of information for an entire generation of consumers. Maybe it’s time for business to rethink how we approach and engage with our markets. SLIDE 13: Peer recommendation is also self-reinforcing. If I mention to a trusted friend or colleague that I LOVE Virgin America and had an awesome experience with them, that opinion will generally be trusted. But if I mention that to you and you hear the same thing from someone else, the trust jumps to 78-83%. SLIDE 14: So clearly word of mouth is highly influential. It’s also widely shared. Social media and networking allow us to spread our word of mouth influence across geographic boundaries. Our Trust Barometer shows that between 56 and 63% of opinion elites were likely to share opinions and experiences about companies they trust or distrust online. And here’s a thought: because of Google’s archiving abilities, these opinions transcend the boundaries of time, as well. So a negative opinion posted in 2005 will be easily found in 2008, long after it’s been corrected. SLIDE 15: Finally, trust drives preference. We see here that fully 88% of opinion elites choose to buy from trusted firms, and 85% refuse to by from distrusted firms. The purchasing decisions of influencers are hugely driven by trust or a lack of it. And leads us to perhaps the most important point of all: Trust drives transactions. Much more so than intrusion/interruption marketing. SLIDE 16: I counsel my clients that you don’t need an advertising strategy. You don’t need a Twitter strategy. And you certainly don’t need a “social media strategy.” FLEE ANYONE WHO TELLS YOU THAT YOU DO. No, what you really need is a Trust Strategy. SLIDE 17: How do you minimize things that can kill trust? That doesn’t mean silencing market dialogue, but it does mean engaging naysayers at times and working to mitigate negativity. But also, it means provide more great, valuable content about your brand/product/company to be found, rather than interrupting a consumer’s journey. And show interest in your market, not your revenue goals. The revenue will come when consumers feel they’re not being exploited. Also, work on the internal value chain to correct issues in customer service, corporate social behavior and delivery that would generate loud, public negative voice. Quality product or service is always the best way to generate trust. Finally, empower the market to spread the good word about your offering. Provide them with valuable functionality or content and make it easily shared. In fact, make it effortless to share. SLIDE 18: These are a few thought-starters on how to use social programs to create shareable value. (On longer presentations I go into much more detail with these. Contact me at branddialogue.com for more details) SLIDE 19: On a final note, I counsel my clients to consider the lens in which they perceive social media. I’m 47, and people my age were generally taught to “put your best foot forward.” “Never let them see you sweat.’ Be the most presentable to the widest possible audience. Don’t offend. Never talk about politics or religion in business. Don’t give anyone any details to use against you. In other words, cast your net as widely as possible in ways that don’t offend. But millenials have been trained completely differently. They could care less about formalities. They are happy to share personal information and are willing to give up privacy if it means better connections with like minds. So what might feel “weird” to you, if you’re in the older group, doesn’t feel weird at all to younger folks who are in your market. In fact, they’d prefer warts and all. Consider the business suit. How important is it that you wear one? Chances are, if your buyers are older, wearing formal business attire is very important and leads to trust. But with younger generations, wearing a suit actually means you’re less likely to be trusted. If a suit is important within your organization, I’m thinking you’ll need to talk about this “lens difference” with more people. SLIDE 20: So to wrap up, I really encourage you all to rethink your entire approach to your market. All that spend on direct mail blasts, on tradeshow booths, on ad campaigns or radio spots: what if that went toward a salary or two of community engagers who could not only monitor and guide the dialogue around your brand, but could engage with key markets and demonstrate value to prospective brand zealots? The 5% response rate to your direct campaign: what if that campaign budget went to a remarkable video or a Facebook branded fan page that corralled conversation among trust networks? Be in the endzone, don’t be interference. And finally, trust already exists between people. Don’t try to buy new trust – instead, leverage word-of-mouth and the trust already inherent between consumers. MORE THAN EVER BEFORE, THIS IS THE TIME TO RETHINK OUR APPROACH TO MARKETING. - Eric Weaver, President Brand Dialogue +1 206 905 9328 <img src="http://cdn.slidesharecdn.com/weaversmj-1231449750239677-1-thumbnail-2?1242762578" alt ="" style="border:1px solid #C3E6D8;float:right;" /> LAS VEGAS, NEVADA, USA - January 7, 2009 - This is the presentation I gave at the 2009 Consumer Electronics Show’s Social Media Jungle event. SYNOPSIS: In an era where trust and consumer confidence is at a historic low, how can marketers move the needle? I assert that the broader cultural trends indicate decreased efficacy of traditional marketing techniques and an opportunity for marketers to build trust through social marketing rather than following long-used intrusion and interruption techniques. As a marketer, I want my efforts and my craft to produce real value for my markets, rather than unnecessary, irrelevant noise. SPEAKER NOTES: SLIDE 1: Banks are failing. Government is bailing. Property values are falling. When confidence is gone, how do we sell? SLIDE 2: We’re seeing this across the board: business is frozen in place. Decisions are put on hold, hires are postponed, and above all, risk within corporations is avoided. Marketers fall back to known tactics, even when the entire strategy behind those tactics is based on 80s and 90s thinking. No one wants to get fired, so innovation stops, even if it might be the absolute right thing to do. As marketers, we’re seeing dwindling efficacy across a wide variety of channels and media. Our jobs are on the line. Many of us see the promise in social marketing. Others also see how traditional push- and intrusion-based marketing approaches are not only meaningless anymore, but they make us feel dirty as well. So how do we push fearful managers past their reticence? How do we persuade CMOs that the fail-safes of the past may fail – and that new techniques might actually create the transactions we need to hit? Here are some basic concepts from previous presentations, compacted down to a 20-minute talk. SLIDE 3: First off, let’s talk about marketing. This business, this craft of the outbound voice - classic monolog marketing - is highly refined. It’s taught in advanced university degrees, it has a plethora of trade organizations. Of course it would, it’s had 100 years to mature. I remember as a kid watching Bewtiched, mostly because of a childhood crush on Elizabeth Montgomery but also because I thought Darren Stevens had the coolest job on the planet: selling creative ideas. And his agency was a classic example of how business approached consumers when geography and limited information worked to advertisers’ advantages and consumers didn’t have a lot of choices. In those days, simple approaches like “good to the last drop” or “tastes good like a cigarette should” could work. Secondly, entire industries are sprung around the tools. There’s a Direct Marketing Association. An Email Marketing Association. A word of mouth marketing association. There’s a trade org for nearly every miniscule sub-practice of marketing. Advertising, PR, event marketing – each are their own highly refined science. And we have lots of specialty agencies in each subpractice who’ve made millions focusing on various marketing channels. There’s a huge lexicon around marketing. Call-to-action, pre-campaign analytics, market penetration, reach and frequency – when small business owners listen to many marketers, I’m sure they’re confused at best. Finally, this marketing machine, which controls trillions of dollars of spend, is incented, rewarded and focused on skill with the outbound voice. This leads to job security which is a powerful motivator toward…keeping the status quo. SLIDE 4: And so, when the connective power and community size of various social networks became more clear to marketers, they and/or their agencies often saw social sites as tasty media morsels - easy to reach audiences ready for the taking. Agencies took their honed intrusion skillset to Facebook, YouTube and MySpace, buying display ads and later, branded social network presences. “I’ll take a fan page and a Twitter campaign, and oooh, look at this tasty MySpace promotional opportunity!” SLIDE 5: But of course, the numbers weren’t there. This turned off advertisers, who didn’t understand that push and intrusion was what consumers were trying to evade. I spoke to the managing director of a huge digital agency who said, “yeah, we tried creating ads for Facebook. We didn’t see much in terms of revenue. So we’re not very interested in social media.” That sound you heard was me slapping my forehead. SLIDE 6: Advertisers didn’t realize that advertising on social networks was like Amway salesmen showing up at a private dinner party. No one wanted them there – it wasn’t the right context in which to sell. SLIDE 7: Let’s take a look at consumers. We’ve got attention deficit, we’re fragmented by a million niche interests, and we feel time-starved. In fact, there’s a Girl Scout merit badge for Time Management. We’re so bad we’re trying to teach young girls how to wring every single second of productivity out of their days. That’s nuts. And what’s up with the guys talking on the phone while they’re on the can? I don’t want to hear that, you don’t want to hear that. If we’re talking on the phone while relieving ourselves, perhaps we’re a little too time-starved. We’re incredibly distrustful of advertising, spoilt silly by customization of everything from apparel to website profiles to even our cars. We can get media anywhere, anyhow, anytime. And concerning this media, time starvation has transformed us into “snack media” consumers…with time only for small snippets of information – not long-form commercials or page after page of website content. SLIDE 8: And with the advent of widespread internet technologies, the power has shifted from manufacturers and “opinion-makers” to consumers. SEARCH lets us find anything we want, anything we feel relevance with. Consumers can also EXPRESS themselves like never before. Traditionally this was done over the back fence, around the water cooler, or over the phone. Now, we can express our opinions to a vast audience – or important audiences. Finally we can SHARE things we find. We can share things we love, and why. We can also share things we HATE. And that might be the most recent interaction with your company. The stark reality for marketers like me: generally, consumers do not want, nor need marketing, advertising or PR. This is a HUGE wakeup call for marketers. A lot of what we do is unwanted – in particular, interruptive, intrusive advertising efforts. SLIDE 9: Consider this: the consumer has a quest or task: to find information about a solution to a problem they face. That could be dentures that don’t fall out, the safest baby strollers, whether or not “organic” and “natural” mean the same thing, or where they might go for dinner tonight. What do advertisers do to try to achieve their own goals? Interrupt, intrude, block, sidetrack and in general, stop consumers from their goals. When marketers (and the companies they are marketing) work toward their own efforts and against consumers, marketing spend loses efficacy, relevance and most importantly, CREATES DISTRUST. Look at the flashing, blinding LED billboards on the freeway – the ones with video or animation. Advertisers are desperately trying to get your attention. Yet it’s not to help you…it’s to hit a sales target. You know it. They know it. And they’re willing to have you jeopardize your life and safety in the hopes you’ll call that 1-800 number. That’s not the kind of business I want to be in. SLIDE 10: (Slideshare has destroyed the animations in this slide. The beginning shows just the Marketers and Media voices.) In the past, we had a small group of people in the press, in advertising, who were forming opinion for the masses. And since the masses had no real way to be heard, we primarily had monologue. But now, there are MANY voices bombarding your market – in equal volume. Employees can be heard as easily as investors or customers or the government – sometimes their voices are louder than your marketing spend. It’s the New Cacophony. SLIDE 11: And with such a cacophony, when you have a decision to make or a problem to solve, it’s human nature to seek out recommendations from people you trust. We do this when risk is higher, when there are more choices to sift through, and, because we’re time starved, when we just don’t have the time to dig into things. SLIDE 12: Where do people turn? To peers. Nearly 60% of those surveyed in our 2008 trust study believe what “a person like me” says about an organization. This has gone up 7% in one year. Whom do they believe in least? Marketers. You can see here that in younger age groups, people trust advertising the least of all sources. Think about that: traditional marketing mixes are the least credible source of information for an entire generation of consumers. Maybe it’s time for business to rethink how we approach and engage with our markets. SLIDE 13: Peer recommendation is also self-reinforcing. If I mention to a trusted friend or colleague that I LOVE Virgin America and had an awesome experience with them, that opinion will generally be trusted. But if I mention that to you and you hear the same thing from someone else, the trust jumps to 78-83%. SLIDE 14: So clearly word of mouth is highly influential. It’s also widely shared. Social media and networking allow us to spread our word of mouth influence across geographic boundaries. Our Trust Barometer shows that between 56 and 63% of opinion elites were likely to share opinions and experiences about companies they trust or distrust online. And here’s a thought: because of Google’s archiving abilities, these opinions transcend the boundaries of time, as well. So a negative opinion posted in 2005 will be easily found in 2008, long after it’s been corrected. SLIDE 15: Finally, trust drives preference. We see here that fully 88% of opinion elites choose to buy from trusted firms, and 85% refuse to by from distrusted firms. The purchasing decisions of influencers are hugely driven by trust or a lack of it. And leads us to perhaps the most important point of all: Trust drives transactions. Much more so than intrusion/interruption marketing. SLIDE 16: I counsel my clients that you don’t need an advertising strategy. You don’t need a Twitter strategy. And you certainly don’t need a “social media strategy.” FLEE ANYONE WHO TELLS YOU THAT YOU DO. No, what you really need is a Trust Strategy. SLIDE 17: How do you minimize things that can kill trust? That doesn’t mean silencing market dialogue, but it does mean engaging naysayers at times and working to mitigate negativity. But also, it means provide more great, valuable content about your brand/product/company to be found, rather than interrupting a consumer’s journey. And show interest in your market, not your revenue goals. The revenue will come when consumers feel they’re not being exploited. Also, work on the internal value chain to correct issues in customer service, corporate social behavior and delivery that would generate loud, public negative voice. Quality product or service is always the best way to generate trust. Finally, empower the market to spread the good word about your offering. Provide them with valuable functionality or content and make it easily shared. In fact, make it effortless to share. SLIDE 18: These are a few thought-starters on how to use social programs to create shareable value. (On longer presentations I go into much more detail with these. Contact me at branddialogue.com for more details) SLIDE 19: On a final note, I counsel my clients to consider the lens in which they perceive social media. I’m 47, and people my age were generally taught to “put your best foot forward.” “Never let them see you sweat.’ Be the most presentable to the widest possible audience. Don’t offend. Never talk about politics or religion in business. Don’t give anyone any details to use against you. In other words, cast your net as widely as possible in ways that don’t offend. But millenials have been trained completely differently. They could care less about formalities. They are happy to share personal information and are willing to give up privacy if it means better connections with like minds. So what might feel “weird” to you, if you’re in the older group, doesn’t feel weird at all to younger folks who are in your market. In fact, they’d prefer warts and all. Consider the business suit. How important is it that you wear one? Chances are, if your buyers are older, wearing formal business attire is very important and leads to trust. But with younger generations, wearing a suit actually means you’re less likely to be trusted. If a suit is important within your organization, I’m thinking you’ll need to talk about this “lens difference” with more people. SLIDE 20: So to wrap up, I really encourage you all to rethink your entire approach to your market. All that spend on direct mail blasts, on tradeshow booths, on ad campaigns or radio spots: what if that went toward a salary or two of community engagers who could not only monitor and guide the dialogue around your brand, but could engage with key markets and demonstrate value to prospective brand zealots? The 5% response rate to your direct campaign: what if that campaign budget went to a remarkable video or a Facebook branded fan page that corralled conversation among trust networks? Be in the endzone, don’t be interference. And finally, trust already exists between people. Don’t try to buy new trust – instead, leverage word-of-mouth and the trust already inherent between consumers. MORE THAN EVER BEFORE, THIS IS THE TIME TO RETHINK OUR APPROACH TO MARKETING. - Eric Weaver, President Brand Dialogue +1 206 905 9328 TRUST DRIVES TRANSACTIONS: Why Marketing Must Go Social

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Beyond Social Media: Ad Club 11/08 http://www.slideshare.net/Weave/beyond-social-media-ad-club-1108-presentation
(CLICK THE "MORE" LINK TO SEE THE FULL SPEAKER NOTES) AUDIENCE: Advertising professionals VENUE: Seattle Ad Club November 2008 luncheon SYNOPSIS: Last year we gave an intro into social tools. This year we’re showing how brand communications can use these tools to be part of the consumers’ solution rather than an obstacle in their paths. SPEAKER NOTES: (For the sake of this presentation, I will use "consumers" as a generic term that would include B2B "customers.") SLIDE 1: Last year, Publicis’ Laura Porto Stockwell and I presented to you. Those of you who attended remember that we discussed demographics, trends in culture leading to the emergence of social media as a powerful communication/community channel, and walked through numerous social tools such as Twitter and Facebook. A lot has happened in the past year. We’re assuming most of you are using social tools and our discussion today will be more about where we go from here. SLIDE 2: Since our last presentation, one in four of you has a new employer. Bloggers are regularly cited both on broadcast news as well as in the traditional press. Facebook has shot past long-time social network champ MySpace to become the largest social site. In fact, if Facebook were a country, it’d be the 11th largest, between Japan and Mexico. Many brands have taken to social sites and engaged in social marketing programs. Starbucks, Dove, AllState, and many more have embraced these tools in fantastic ways. Also, the Obama campaign has proven the true power of this medium. SLIDE 3: Forrester Research created their Technographic model to categorize the various levels of participation in the social space. (for more about Technographics, go to http://www.slideshare.net/jbernoff/social-technographics-explained) SLIDE 4: This year, Forrester updated their data and we can see several trends over the last 12 months. First, the number of people creating content has only grown marginally. But a large percent of the Inactives have become Spectators and Joiners. Critics and collectors are up as well, indicating significant numbers of Inactives are moving into the social space and participating, meaning the notion that social media might be a "fad" is clearly a falsehood. Once consumers have discovered the utility of collecting or joining, once they’ve found value in being able to express themselves or consume information, they will NOT relinquish that. SLIDE 7: Last year I showed a Google search on the word "Comcast". Comcast’s official sites showed up at the top, along with this hilarious and very critical video, at position #7, made by a disgruntled Comcast customer. The video, showing a Comcast technician sleeping on the customer’s sofa, had garnered 1.2MM views. [ LINK: http://video.google.com/videoplay?docid=-6958342899875420422&hl=en ] SLIDE 8: This year, Comcast has moved from target to participant, and is using Twitter to service customers. As people encounter problems with their service, they can interact directly with Comcast’s Frank Eliason and get their problems resolved. SLIDE 9: Last year, Starbucks often appeared to sit on the sidelines of the social space. Many were perplexed by their seeming avoidance of social tools. This Twitter user is clearly curious as to why Starbucks is not active on Twitter. SLIDE 10: This year, Starbucks took to the social space in a huge way, opening up MyStarbucksIdea to solicit operating ideas... SLIDE 11: ...as well as creating an online community centered around doing good and volunteerism. They clearly are a social wallflower no more. SLIDE 12: So....should you be advertising on social sites? Not exactly. Here’s why. SLIDE 13: Advertisers initially approached social sites like grazers at a buffet table. Each site looked like a juicy morsel of captive audience. 120-million actives! High disposable income! High literacy demo! Insane growth rates! These appeared to be perfect venues in which to run ads. SLIDE 14: And so we saw the same old intrusive advertising pop up. Same tired approaches, no real value for the end user. Last year, I spoke with the managing director of a major digital agency who told me, "yeah, we tried advertising on Facebook. We just didn’t get much uptick, so we dropped it. We just don’t see much future in social media because of that." After I picked my bruised forehead off the table, it occurred to me that this was a DIGITAL agency. If he didn’t get it, who did? SLIDE 15: What he didn’t realize is that advertisers "showing up" on social networks is like Amway salesmen showing up at a neighborhood cocktail party. No one wants them there...it’s clearly the wrong context in which to sell. SLIDE 16: And why is that? Let’s look at consumers. I’m going to speak about consumers as "we" because we too are not just advertising professionals but also consumers. We have serious attention deficit. We are fragmented into millions of niche interests. We feel time-starved, constantly. So time-starved, in fact, that there is now a Girl Scout merit badge for "time management." So that we can teach little girls to wring productivity out of every single second of their day. How messed up is that? And what’s up with guys in the john talking on their cell phones? This is a relatively recent trend that I just don’t get. I’m even hearing guys in STALLS carrying on business conversations. What IS that?!? Are we really that time-starved that I need to hear you dropping the kids off at the pool, so to speak? We’re also distrustful of advertising, spoilt by customization as well as media options, which along with time-starvation has turned us into snack-media consumers. So we look for YouTube vids and news articles that are only a few seconds (or few minutes at most) in length. SLIDE 17: Several changes in how we use digital tools have shifted the balance of power from corporations to consumers. First, search allows consumers to find anything they desire. People, products, services, information, music, culture. Anything of interest that is relevant to them. Secondly, consumers can express themselves far more loudly than in the past. It used to be that consumer expression was found in letters to the editor, feedback forms and over the back fence or water cooler. Now, podcasts, blogs and opinion sites are picked up and amplified by search. Third, consumers can share items of value with anyone, globally. That includes companies, products and services that they love. Or hate. The reality: consumers generally don’t need marketing, advertising or PR! You might be thinking, "whoa whoa WHOA! This is my craft! This is my skills set! What you’re saying is that what I do is not valuable anymore!" What I’m saying is that consumers still need to know about offerings and the value they provide. But how they obtain that information has changed, and as a marketer myself, I need to understand that power shift and how I can communicate value in ways that are relevant and valuable to them. SLIDE 18: Think about this. As the newly-empowered consumer tries to achieve their goal of getting information, finding shared viewpoints, watching a digital newsclip or finding product rankings, advertisements, in their current form, become distractions, obstacles, impediments to the consumer reaching their goal. What if, rather than being an obstacle, your marketing efforts were at the consumer’s goal line? SLIDE 19: The days of having a controlled or controllable message are over. It used to be that a small elite would broadcast their opinion to the masses who had no voice of their own. Now, however, EVERYONE has an equal voice. Investors can speak as loudly as marketers who are equally as loud as employees or the media. It’s a cacophony of opinion mixed with fact. Our major news channels are great examples of this trend. SLIDE 20: With so many voices in the mix, now what? Who do you believe? Typically, you turn to peers for recommendations. "Are Mazdas reliable?" "How do you like your iPhone?" "You flew Virgin America? What’s it like?" You also do this when risk is higher, you have more choices to review and filter, and less time to dig into the details. SLIDE 21: Every year, Edelman PR does a fantastic global survey of consumers to identify whom they trust. It’s called the Trust Barometer. In 2008, 60% of respondents reported they believe what PEERS say about organizations. Peers are the most trusted group, out of scholars, government, analysts, employees, bloggers, etc. This has gone up 9 points in one year, since our last presentation. That’s a huge jump. It’s almost as if to say, the wonkier things get, the more we turn to trusted peers. The more we believe them. Who’s the least credible group? Why, that would be advertisers and marketers! SLIDE 22: Consumers don’t just share endorsements with one another. We share them widely, using social tools. If we have a bad experience, 63% of respondents aged 25-34 were likely to share that experience on the web. SLIDE 23: And once we’ve received trustworthy messages from peers, we’re more likely to trust other information we’ve obtained. In other words, I tell you I flew Virgin America and absolutely loved it. You read something good about Virgin America, and you are far more likely to trust what you’ve read because I had already mentioned my corroborating experience. SLIDE 24: And here’s the main point: trust drives preference. If trust for a company, product or service builds in your mind, it’s highly likely that you will buy from that company. The inverse is also true: if there’s a perception that a company is self-interested or untrustworthy, most people won’t spend a penny with that firm. The bottom line: TRUST DRIVES TRANSACTIONS. SLIDE 25: So how do we build trust? My suggestion is to use social marketing to be part of a valuable solution rather than an obstacle. My definition of social marketing is "the use of peer-to-peer engagement, dialogue, and connective tools to help your offering be found, be relevant, be authentic and be promoted." Marketers can use these same tools that empower consumers to ENGAGE their markets. Now, that requires a completely different type of thinking and approach. It’s the relinquishing of the "controlled voice" to the noisier cacophony and instead of talking at your market, creating and coaching the dialogue around your offering. It’s substituting Pull Marketing for Push. Let’s look at four major tenets of social marketing. SLIDE 26: First, BE FOUND. Search loves conversations. Search engines assume that where there’s conversation, there’s a wider interest level. Rather than building expensive, complicated destination sites (that’s so 2001), optimize your content for search and engage with consumers where they are. That’s not a Facebook ad. That might mean, for example, sponsoring a community around a topical area that is important to THEM. Does your brand have interesting (I mean TRULY interesting) or valuable content? "Nuggetize" that content and place it in many relevant venues. Tag the hell out of your content and place it where it can be found. This may mean creating podcasts on Utterz, short topical videos on YouTube, a set of valuable bookmarks on Delicious, or whatever. Join online communities, as a MEMBER. Don’t bark at the crowd in these communities - invest the time to engage with them as a person. Be in the end zone of your consumers’ search, rather than a lineman trying to block their efforts or persuade them to go elsewhere. SLIDE 27: Next, be relevant. LISTEN to your audiences. Engage in conversation. And don’t try to just "roll up and represent", Mr. or Ms. Advertiser - go in listening, adding value where you can, and interacting as you would at a cocktail party. You wouldn’t start talking about how great you were at a party. Your brand communications shouldn’t act that self-interested either. SLIDE 28: Third: be authentic. Everyone talks about being authentic: what does that mean? Just be real. Polished voiceovers: do they sound "real"? Sparkly product beauty shots: they cost a fortune. But does the consumer care about how great the box looks? No, they care about what the product does. Assume that any information about your company or offering can and will be outed online. So operate totally transparently. And one important tip: marketers will often spend a fortune on outbound communications. In the past, I’d easily drop $100k on a corporate video. Those days have passed. Better to frequently add valuable content that is authentically produced than super-glitzy videos every once in awhile. SLIDE 29: Finally, BE PROMOTED. Make your content easily shared. Ride that wave of online sharing by ensuring the content is TRULY valuable to customers. A product brochure? Marginally valuable. An ad for a new dishwasher? Not valuable. BUT...for example, Whirlpool has created the American Family Podcast, a series of highly-topical talk podcasts that go into areas of interest for the typical parent. One show might be about Lyme Disease. One might be about lead in the water supply and the effect on children and learning. One might be about bullying, another about "helicopter" parents. No ads, no self-promotion, just valuable content. Without any promotion of the podcast, Whirlpool had 70,000 downloads a month. True value, sponsored by Whirlpool. Fantastic associative brand value. You can see here examples of Facebook’s Beacon program. If VML’s Warren Sukernek adds a Facebook application, and I trust Warren, I’m far more likely to check out the app than if I’d just seen a banner. Sharing is a form of endorsement, and GMC is leveraging the trust inherent in social connections. Finally, realize that we’re all time-starved. Keep your content short and sweet. Make it a valuble snack rather than a ten-course meal that people don’t have time for. It’s cheaper to produce as well! SLIDE 30: So which tools do you use? These are just idea starters. These also work whether or not you’re B2C or B2B. If you’re a product manager, blog or podcast about it. Are you excited about the next rev? Share your enthusiasm authentically. Are you selling medical devices? Don’t buy ad banners. Create and sponsor a topical community around the condition. Do you have frequent events that you want people to know about? Use Twitter to announce them. For example, Powell Books uses Twitter to announce book signings, new releases, timed offers, etc. Perfect use for Twitter. SLIDE 31: And for those of you still unsure about this whole "social media thing," consider the lens through which you may be looking. I’m 47. My generation was trained to err on the side of formality. To be as inoffensive as possible so that we’d do business with the most people possible. We never bring up religion or politics in a business discussion. We guard our secrets zealously lest they be used against us. We have seen so much technological change that the sheer speed of change can overwhelm us. Gens X and Y, however, see the world very differently. Formalities are largely ignored. These folks are all about putting personal information out there, not to expose themselves to risk, but to connect with like minds. They’ll freely share their views on religion and politics, because they’d rather do business with others on the same wavelength. Things that would freak out our generation (posting personal information) are no big deal to them, because it increases their chances of connecting with people they’d like. For them, digital technology is like water. It’s easy, everywhere, and again, no big deal. So as you consider modifying your approach to marketing and the decision about social marketing, consider that what might feel ridiculous to you (endless updates on Twitter) might feel very cool and normal to them. SLIDE 32: In summary, the power has shifted. And the Social Marketing opportunity is right there: Empower your customers to become brand advocates. Extend your brand across the online space without a huge investment. Bring your content to your consumers wherever they are. Increase your Google rankings. Be found at the goal, in the end zone, rather than as an interruption along the way. And finally: leverage the existing trust between people, rather than trying to buy it. SLIDE 33: I’m all over. Friend me on Facebook (http://facebook.ericweaver.com - tell me how you found me first, please), follow me on Twitter (http://twitter.com/weave) or if you have time to read, I post about social marketing on my blog at http://www.branddialogue.com. THANK YOU! HAPPY THANKSGIVING!]]>
(CLICK THE "MORE" LINK TO SEE THE FULL SPEAKER NOTES) AUDIENCE: Advertising professionals VENUE: Seattle Ad Club November 2008 luncheon SYNOPSIS: Last year we gave an intro into social tools. This year we’re showing how brand communications can use these tools to be part of the consumers’ solution rather than an obstacle in their paths. SPEAKER NOTES: (For the sake of this presentation, I will use "consumers" as a generic term that would include B2B "customers.") SLIDE 1: Last year, Publicis’ Laura Porto Stockwell and I presented to you. Those of you who attended remember that we discussed demographics, trends in culture leading to the emergence of social media as a powerful communication/community channel, and walked through numerous social tools such as Twitter and Facebook. A lot has happened in the past year. We’re assuming most of you are using social tools and our discussion today will be more about where we go from here. SLIDE 2: Since our last presentation, one in four of you has a new employer. Bloggers are regularly cited both on broadcast news as well as in the traditional press. Facebook has shot past long-time social network champ MySpace to become the largest social site. In fact, if Facebook were a country, it’d be the 11th largest, between Japan and Mexico. Many brands have taken to social sites and engaged in social marketing programs. Starbucks, Dove, AllState, and many more have embraced these tools in fantastic ways. Also, the Obama campaign has proven the true power of this medium. SLIDE 3: Forrester Research created their Technographic model to categorize the various levels of participation in the social space. (for more about Technographics, go to http://www.slideshare.net/jbernoff/social-technographics-explained) SLIDE 4: This year, Forrester updated their data and we can see several trends over the last 12 months. First, the number of people creating content has only grown marginally. But a large percent of the Inactives have become Spectators and Joiners. Critics and collectors are up as well, indicating significant numbers of Inactives are moving into the social space and participating, meaning the notion that social media might be a "fad" is clearly a falsehood. Once consumers have discovered the utility of collecting or joining, once they’ve found value in being able to express themselves or consume information, they will NOT relinquish that. SLIDE 7: Last year I showed a Google search on the word "Comcast". Comcast’s official sites showed up at the top, along with this hilarious and very critical video, at position #7, made by a disgruntled Comcast customer. The video, showing a Comcast technician sleeping on the customer’s sofa, had garnered 1.2MM views. [ LINK: http://video.google.com/videoplay?docid=-6958342899875420422&hl=en ] SLIDE 8: This year, Comcast has moved from target to participant, and is using Twitter to service customers. As people encounter problems with their service, they can interact directly with Comcast’s Frank Eliason and get their problems resolved. SLIDE 9: Last year, Starbucks often appeared to sit on the sidelines of the social space. Many were perplexed by their seeming avoidance of social tools. This Twitter user is clearly curious as to why Starbucks is not active on Twitter. SLIDE 10: This year, Starbucks took to the social space in a huge way, opening up MyStarbucksIdea to solicit operating ideas... SLIDE 11: ...as well as creating an online community centered around doing good and volunteerism. They clearly are a social wallflower no more. SLIDE 12: So....should you be advertising on social sites? Not exactly. Here’s why. SLIDE 13: Advertisers initially approached social sites like grazers at a buffet table. Each site looked like a juicy morsel of captive audience. 120-million actives! High disposable income! High literacy demo! Insane growth rates! These appeared to be perfect venues in which to run ads. SLIDE 14: And so we saw the same old intrusive advertising pop up. Same tired approaches, no real value for the end user. Last year, I spoke with the managing director of a major digital agency who told me, "yeah, we tried advertising on Facebook. We just didn’t get much uptick, so we dropped it. We just don’t see much future in social media because of that." After I picked my bruised forehead off the table, it occurred to me that this was a DIGITAL agency. If he didn’t get it, who did? SLIDE 15: What he didn’t realize is that advertisers "showing up" on social networks is like Amway salesmen showing up at a neighborhood cocktail party. No one wants them there...it’s clearly the wrong context in which to sell. SLIDE 16: And why is that? Let’s look at consumers. I’m going to speak about consumers as "we" because we too are not just advertising professionals but also consumers. We have serious attention deficit. We are fragmented into millions of niche interests. We feel time-starved, constantly. So time-starved, in fact, that there is now a Girl Scout merit badge for "time management." So that we can teach little girls to wring productivity out of every single second of their day. How messed up is that? And what’s up with guys in the john talking on their cell phones? This is a relatively recent trend that I just don’t get. I’m even hearing guys in STALLS carrying on business conversations. What IS that?!? Are we really that time-starved that I need to hear you dropping the kids off at the pool, so to speak? We’re also distrustful of advertising, spoilt by customization as well as media options, which along with time-starvation has turned us into snack-media consumers. So we look for YouTube vids and news articles that are only a few seconds (or few minutes at most) in length. SLIDE 17: Several changes in how we use digital tools have shifted the balance of power from corporations to consumers. First, search allows consumers to find anything they desire. People, products, services, information, music, culture. Anything of interest that is relevant to them. Secondly, consumers can express themselves far more loudly than in the past. It used to be that consumer expression was found in letters to the editor, feedback forms and over the back fence or water cooler. Now, podcasts, blogs and opinion sites are picked up and amplified by search. Third, consumers can share items of value with anyone, globally. That includes companies, products and services that they love. Or hate. The reality: consumers generally don’t need marketing, advertising or PR! You might be thinking, "whoa whoa WHOA! This is my craft! This is my skills set! What you’re saying is that what I do is not valuable anymore!" What I’m saying is that consumers still need to know about offerings and the value they provide. But how they obtain that information has changed, and as a marketer myself, I need to understand that power shift and how I can communicate value in ways that are relevant and valuable to them. SLIDE 18: Think about this. As the newly-empowered consumer tries to achieve their goal of getting information, finding shared viewpoints, watching a digital newsclip or finding product rankings, advertisements, in their current form, become distractions, obstacles, impediments to the consumer reaching their goal. What if, rather than being an obstacle, your marketing efforts were at the consumer’s goal line? SLIDE 19: The days of having a controlled or controllable message are over. It used to be that a small elite would broadcast their opinion to the masses who had no voice of their own. Now, however, EVERYONE has an equal voice. Investors can speak as loudly as marketers who are equally as loud as employees or the media. It’s a cacophony of opinion mixed with fact. Our major news channels are great examples of this trend. SLIDE 20: With so many voices in the mix, now what? Who do you believe? Typically, you turn to peers for recommendations. "Are Mazdas reliable?" "How do you like your iPhone?" "You flew Virgin America? What’s it like?" You also do this when risk is higher, you have more choices to review and filter, and less time to dig into the details. SLIDE 21: Every year, Edelman PR does a fantastic global survey of consumers to identify whom they trust. It’s called the Trust Barometer. In 2008, 60% of respondents reported they believe what PEERS say about organizations. Peers are the most trusted group, out of scholars, government, analysts, employees, bloggers, etc. This has gone up 9 points in one year, since our last presentation. That’s a huge jump. It’s almost as if to say, the wonkier things get, the more we turn to trusted peers. The more we believe them. Who’s the least credible group? Why, that would be advertisers and marketers! SLIDE 22: Consumers don’t just share endorsements with one another. We share them widely, using social tools. If we have a bad experience, 63% of respondents aged 25-34 were likely to share that experience on the web. SLIDE 23: And once we’ve received trustworthy messages from peers, we’re more likely to trust other information we’ve obtained. In other words, I tell you I flew Virgin America and absolutely loved it. You read something good about Virgin America, and you are far more likely to trust what you’ve read because I had already mentioned my corroborating experience. SLIDE 24: And here’s the main point: trust drives preference. If trust for a company, product or service builds in your mind, it’s highly likely that you will buy from that company. The inverse is also true: if there’s a perception that a company is self-interested or untrustworthy, most people won’t spend a penny with that firm. The bottom line: TRUST DRIVES TRANSACTIONS. SLIDE 25: So how do we build trust? My suggestion is to use social marketing to be part of a valuable solution rather than an obstacle. My definition of social marketing is "the use of peer-to-peer engagement, dialogue, and connective tools to help your offering be found, be relevant, be authentic and be promoted." Marketers can use these same tools that empower consumers to ENGAGE their markets. Now, that requires a completely different type of thinking and approach. It’s the relinquishing of the "controlled voice" to the noisier cacophony and instead of talking at your market, creating and coaching the dialogue around your offering. It’s substituting Pull Marketing for Push. Let’s look at four major tenets of social marketing. SLIDE 26: First, BE FOUND. Search loves conversations. Search engines assume that where there’s conversation, there’s a wider interest level. Rather than building expensive, complicated destination sites (that’s so 2001), optimize your content for search and engage with consumers where they are. That’s not a Facebook ad. That might mean, for example, sponsoring a community around a topical area that is important to THEM. Does your brand have interesting (I mean TRULY interesting) or valuable content? "Nuggetize" that content and place it in many relevant venues. Tag the hell out of your content and place it where it can be found. This may mean creating podcasts on Utterz, short topical videos on YouTube, a set of valuable bookmarks on Delicious, or whatever. Join online communities, as a MEMBER. Don’t bark at the crowd in these communities - invest the time to engage with them as a person. Be in the end zone of your consumers’ search, rather than a lineman trying to block their efforts or persuade them to go elsewhere. SLIDE 27: Next, be relevant. LISTEN to your audiences. Engage in conversation. And don’t try to just "roll up and represent", Mr. or Ms. Advertiser - go in listening, adding value where you can, and interacting as you would at a cocktail party. You wouldn’t start talking about how great you were at a party. Your brand communications shouldn’t act that self-interested either. SLIDE 28: Third: be authentic. Everyone talks about being authentic: what does that mean? Just be real. Polished voiceovers: do they sound "real"? Sparkly product beauty shots: they cost a fortune. But does the consumer care about how great the box looks? No, they care about what the product does. Assume that any information about your company or offering can and will be outed online. So operate totally transparently. And one important tip: marketers will often spend a fortune on outbound communications. In the past, I’d easily drop $100k on a corporate video. Those days have passed. Better to frequently add valuable content that is authentically produced than super-glitzy videos every once in awhile. SLIDE 29: Finally, BE PROMOTED. Make your content easily shared. Ride that wave of online sharing by ensuring the content is TRULY valuable to customers. A product brochure? Marginally valuable. An ad for a new dishwasher? Not valuable. BUT...for example, Whirlpool has created the American Family Podcast, a series of highly-topical talk podcasts that go into areas of interest for the typical parent. One show might be about Lyme Disease. One might be about lead in the water supply and the effect on children and learning. One might be about bullying, another about "helicopter" parents. No ads, no self-promotion, just valuable content. Without any promotion of the podcast, Whirlpool had 70,000 downloads a month. True value, sponsored by Whirlpool. Fantastic associative brand value. You can see here examples of Facebook’s Beacon program. If VML’s Warren Sukernek adds a Facebook application, and I trust Warren, I’m far more likely to check out the app than if I’d just seen a banner. Sharing is a form of endorsement, and GMC is leveraging the trust inherent in social connections. Finally, realize that we’re all time-starved. Keep your content short and sweet. Make it a valuble snack rather than a ten-course meal that people don’t have time for. It’s cheaper to produce as well! SLIDE 30: So which tools do you use? These are just idea starters. These also work whether or not you’re B2C or B2B. If you’re a product manager, blog or podcast about it. Are you excited about the next rev? Share your enthusiasm authentically. Are you selling medical devices? Don’t buy ad banners. Create and sponsor a topical community around the condition. Do you have frequent events that you want people to know about? Use Twitter to announce them. For example, Powell Books uses Twitter to announce book signings, new releases, timed offers, etc. Perfect use for Twitter. SLIDE 31: And for those of you still unsure about this whole "social media thing," consider the lens through which you may be looking. I’m 47. My generation was trained to err on the side of formality. To be as inoffensive as possible so that we’d do business with the most people possible. We never bring up religion or politics in a business discussion. We guard our secrets zealously lest they be used against us. We have seen so much technological change that the sheer speed of change can overwhelm us. Gens X and Y, however, see the world very differently. Formalities are largely ignored. These folks are all about putting personal information out there, not to expose themselves to risk, but to connect with like minds. They’ll freely share their views on religion and politics, because they’d rather do business with others on the same wavelength. Things that would freak out our generation (posting personal information) are no big deal to them, because it increases their chances of connecting with people they’d like. For them, digital technology is like water. It’s easy, everywhere, and again, no big deal. So as you consider modifying your approach to marketing and the decision about social marketing, consider that what might feel ridiculous to you (endless updates on Twitter) might feel very cool and normal to them. SLIDE 32: In summary, the power has shifted. And the Social Marketing opportunity is right there: Empower your customers to become brand advocates. Extend your brand across the online space without a huge investment. Bring your content to your consumers wherever they are. Increase your Google rankings. Be found at the goal, in the end zone, rather than as an interruption along the way. And finally: leverage the existing trust between people, rather than trying to buy it. SLIDE 33: I’m all over. Friend me on Facebook (http://facebook.ericweaver.com - tell me how you found me first, please), follow me on Twitter (http://twitter.com/weave) or if you have time to read, I post about social marketing on my blog at http://www.branddialogue.com. THANK YOU! HAPPY THANKSGIVING!]]> Tue, 25 Nov 2008 13:50:54 GMT http://www.slideshare.net/Weave/beyond-social-media-ad-club-1108-presentation Weave@slideshare.net(Weave) Beyond Social Media: Ad Club 11/08 Weave (CLICK THE "MORE" LINK TO SEE THE FULL SPEAKER NOTES) AUDIENCE: Advertising professionals VENUE: Seattle Ad Club November 2008 luncheon SYNOPSIS: Last year we gave an intro into social tools. This year we’re showing how brand communications can use these tools to be part of the consumers’ solution rather than an obstacle in their paths. SPEAKER NOTES: (For the sake of this presentation, I will use "consumers" as a generic term that would include B2B "customers.") SLIDE 1: Last year, Publicis’ Laura Porto Stockwell and I presented to you. Those of you who attended remember that we discussed demographics, trends in culture leading to the emergence of social media as a powerful communication/community channel, and walked through numerous social tools such as Twitter and Facebook. A lot has happened in the past year. We’re assuming most of you are using social tools and our discussion today will be more about where we go from here. SLIDE 2: Since our last presentation, one in four of you has a new employer. Bloggers are regularly cited both on broadcast news as well as in the traditional press. Facebook has shot past long-time social network champ MySpace to become the largest social site. In fact, if Facebook were a country, it’d be the 11th largest, between Japan and Mexico. Many brands have taken to social sites and engaged in social marketing programs. Starbucks, Dove, AllState, and many more have embraced these tools in fantastic ways. Also, the Obama campaign has proven the true power of this medium. SLIDE 3: Forrester Research created their Technographic model to categorize the various levels of participation in the social space. (for more about Technographics, go to http://www.slideshare.net/jbernoff/social-technographics-explained) SLIDE 4: This year, Forrester updated their data and we can see several trends over the last 12 months. First, the number of people creating content has only grown marginally. But a large percent of the Inactives have become Spectators and Joiners. Critics and collectors are up as well, indicating significant numbers of Inactives are moving into the social space and participating, meaning the notion that social media might be a "fad" is clearly a falsehood. Once consumers have discovered the utility of collecting or joining, once they’ve found value in being able to express themselves or consume information, they will NOT relinquish that. SLIDE 7: Last year I showed a Google search on the word "Comcast". Comcast’s official sites showed up at the top, along with this hilarious and very critical video, at position #7, made by a disgruntled Comcast customer. The video, showing a Comcast technician sleeping on the customer’s sofa, had garnered 1.2MM views. [ LINK: http://video.google.com/videoplay?docid=-6958342899875420422&hl=en ] SLIDE 8: This year, Comcast has moved from target to participant, and is using Twitter to service customers. As people encounter problems with their service, they can interact directly with Comcast’s Frank Eliason and get their problems resolved. SLIDE 9: Last year, Starbucks often appeared to sit on the sidelines of the social space. Many were perplexed by their seeming avoidance of social tools. This Twitter user is clearly curious as to why Starbucks is not active on Twitter. SLIDE 10: This year, Starbucks took to the social space in a huge way, opening up MyStarbucksIdea to solicit operating ideas... SLIDE 11: ...as well as creating an online community centered around doing good and volunteerism. They clearly are a social wallflower no more. SLIDE 12: So....should you be advertising on social sites? Not exactly. Here’s why. SLIDE 13: Advertisers initially approached social sites like grazers at a buffet table. Each site looked like a juicy morsel of captive audience. 120-million actives! High disposable income! High literacy demo! Insane growth rates! These appeared to be perfect venues in which to run ads. SLIDE 14: And so we saw the same old intrusive advertising pop up. Same tired approaches, no real value for the end user. Last year, I spoke with the managing director of a major digital agency who told me, "yeah, we tried advertising on Facebook. We just didn’t get much uptick, so we dropped it. We just don’t see much future in social media because of that." After I picked my bruised forehead off the table, it occurred to me that this was a DIGITAL agency. If he didn’t get it, who did? SLIDE 15: What he didn’t realize is that advertisers "showing up" on social networks is like Amway salesmen showing up at a neighborhood cocktail party. No one wants them there...it’s clearly the wrong context in which to sell. SLIDE 16: And why is that? Let’s look at consumers. I’m going to speak about consumers as "we" because we too are not just advertising professionals but also consumers. We have serious attention deficit. We are fragmented into millions of niche interests. We feel time-starved, constantly. So time-starved, in fact, that there is now a Girl Scout merit badge for "time management." So that we can teach little girls to wring productivity out of every single second of their day. How messed up is that? And what’s up with guys in the john talking on their cell phones? This is a relatively recent trend that I just don’t get. I’m even hearing guys in STALLS carrying on business conversations. What IS that?!? Are we really that time-starved that I need to hear you dropping the kids off at the pool, so to speak? We’re also distrustful of advertising, spoilt by customization as well as media options, which along with time-starvation has turned us into snack-media consumers. So we look for YouTube vids and news articles that are only a few seconds (or few minutes at most) in length. SLIDE 17: Several changes in how we use digital tools have shifted the balance of power from corporations to consumers. First, search allows consumers to find anything they desire. People, products, services, information, music, culture. Anything of interest that is relevant to them. Secondly, consumers can express themselves far more loudly than in the past. It used to be that consumer expression was found in letters to the editor, feedback forms and over the back fence or water cooler. Now, podcasts, blogs and opinion sites are picked up and amplified by search. Third, consumers can share items of value with anyone, globally. That includes companies, products and services that they love. Or hate. The reality: consumers generally don’t need marketing, advertising or PR! You might be thinking, "whoa whoa WHOA! This is my craft! This is my skills set! What you’re saying is that what I do is not valuable anymore!" What I’m saying is that consumers still need to know about offerings and the value they provide. But how they obtain that information has changed, and as a marketer myself, I need to understand that power shift and how I can communicate value in ways that are relevant and valuable to them. SLIDE 18: Think about this. As the newly-empowered consumer tries to achieve their goal of getting information, finding shared viewpoints, watching a digital newsclip or finding product rankings, advertisements, in their current form, become distractions, obstacles, impediments to the consumer reaching their goal. What if, rather than being an obstacle, your marketing efforts were at the consumer’s goal line? SLIDE 19: The days of having a controlled or controllable message are over. It used to be that a small elite would broadcast their opinion to the masses who had no voice of their own. Now, however, EVERYONE has an equal voice. Investors can speak as loudly as marketers who are equally as loud as employees or the media. It’s a cacophony of opinion mixed with fact. Our major news channels are great examples of this trend. SLIDE 20: With so many voices in the mix, now what? Who do you believe? Typically, you turn to peers for recommendations. "Are Mazdas reliable?" "How do you like your iPhone?" "You flew Virgin America? What’s it like?" You also do this when risk is higher, you have more choices to review and filter, and less time to dig into the details. SLIDE 21: Every year, Edelman PR does a fantastic global survey of consumers to identify whom they trust. It’s called the Trust Barometer. In 2008, 60% of respondents reported they believe what PEERS say about organizations. Peers are the most trusted group, out of scholars, government, analysts, employees, bloggers, etc. This has gone up 9 points in one year, since our last presentation. That’s a huge jump. It’s almost as if to say, the wonkier things get, the more we turn to trusted peers. The more we believe them. Who’s the least credible group? Why, that would be advertisers and marketers! SLIDE 22: Consumers don’t just share endorsements with one another. We share them widely, using social tools. If we have a bad experience, 63% of respondents aged 25-34 were likely to share that experience on the web. SLIDE 23: And once we’ve received trustworthy messages from peers, we’re more likely to trust other information we’ve obtained. In other words, I tell you I flew Virgin America and absolutely loved it. You read something good about Virgin America, and you are far more likely to trust what you’ve read because I had already mentioned my corroborating experience. SLIDE 24: And here’s the main point: trust drives preference. If trust for a company, product or service builds in your mind, it’s highly likely that you will buy from that company. The inverse is also true: if there’s a perception that a company is self-interested or untrustworthy, most people won’t spend a penny with that firm. The bottom line: TRUST DRIVES TRANSACTIONS. SLIDE 25: So how do we build trust? My suggestion is to use social marketing to be part of a valuable solution rather than an obstacle. My definition of social marketing is "the use of peer-to-peer engagement, dialogue, and connective tools to help your offering be found, be relevant, be authentic and be promoted." Marketers can use these same tools that empower consumers to ENGAGE their markets. Now, that requires a completely different type of thinking and approach. It’s the relinquishing of the "controlled voice" to the noisier cacophony and instead of talking at your market, creating and coaching the dialogue around your offering. It’s substituting Pull Marketing for Push. Let’s look at four major tenets of social marketing. SLIDE 26: First, BE FOUND. Search loves conversations. Search engines assume that where there’s conversation, there’s a wider interest level. Rather than building expensive, complicated destination sites (that’s so 2001), optimize your content for search and engage with consumers where they are. That’s not a Facebook ad. That might mean, for example, sponsoring a community around a topical area that is important to THEM. Does your brand have interesting (I mean TRULY interesting) or valuable content? "Nuggetize" that content and place it in many relevant venues. Tag the hell out of your content and place it where it can be found. This may mean creating podcasts on Utterz, short topical videos on YouTube, a set of valuable bookmarks on Delicious, or whatever. Join online communities, as a MEMBER. Don’t bark at the crowd in these communities - invest the time to engage with them as a person. Be in the end zone of your consumers’ search, rather than a lineman trying to block their efforts or persuade them to go elsewhere. SLIDE 27: Next, be relevant. LISTEN to your audiences. Engage in conversation. And don’t try to just "roll up and represent", Mr. or Ms. Advertiser - go in listening, adding value where you can, and interacting as you would at a cocktail party. You wouldn’t start talking about how great you were at a party. Your brand communications shouldn’t act that self-interested either. SLIDE 28: Third: be authentic. Everyone talks about being authentic: what does that mean? Just be real. Polished voiceovers: do they sound "real"? Sparkly product beauty shots: they cost a fortune. But does the consumer care about how great the box looks? No, they care about what the product does. Assume that any information about your company or offering can and will be outed online. So operate totally transparently. And one important tip: marketers will often spend a fortune on outbound communications. In the past, I’d easily drop $100k on a corporate video. Those days have passed. Better to frequently add valuable content that is authentically produced than super-glitzy videos every once in awhile. SLIDE 29: Finally, BE PROMOTED. Make your content easily shared. Ride that wave of online sharing by ensuring the content is TRULY valuable to customers. A product brochure? Marginally valuable. An ad for a new dishwasher? Not valuable. BUT...for example, Whirlpool has created the American Family Podcast, a series of highly-topical talk podcasts that go into areas of interest for the typical parent. One show might be about Lyme Disease. One might be about lead in the water supply and the effect on children and learning. One might be about bullying, another about "helicopter" parents. No ads, no self-promotion, just valuable content. Without any promotion of the podcast, Whirlpool had 70,000 downloads a month. True value, sponsored by Whirlpool. Fantastic associative brand value. You can see here examples of Facebook’s Beacon program. If VML’s Warren Sukernek adds a Facebook application, and I trust Warren, I’m far more likely to check out the app than if I’d just seen a banner. Sharing is a form of endorsement, and GMC is leveraging the trust inherent in social connections. Finally, realize that we’re all time-starved. Keep your content short and sweet. Make it a valuble snack rather than a ten-course meal that people don’t have time for. It’s cheaper to produce as well! SLIDE 30: So which tools do you use? These are just idea starters. These also work whether or not you’re B2C or B2B. If you’re a product manager, blog or podcast about it. Are you excited about the next rev? Share your enthusiasm authentically. Are you selling medical devices? Don’t buy ad banners. Create and sponsor a topical community around the condition. Do you have frequent events that you want people to know about? Use Twitter to announce them. For example, Powell Books uses Twitter to announce book signings, new releases, timed offers, etc. Perfect use for Twitter. SLIDE 31: And for those of you still unsure about this whole "social media thing," consider the lens through which you may be looking. I’m 47. My generation was trained to err on the side of formality. To be as inoffensive as possible so that we’d do business with the most people possible. We never bring up religion or politics in a business discussion. We guard our secrets zealously lest they be used against us. We have seen so much technological change that the sheer speed of change can overwhelm us. Gens X and Y, however, see the world very differently. Formalities are largely ignored. These folks are all about putting personal information out there, not to expose themselves to risk, but to connect with like minds. They’ll freely share their views on religion and politics, because they’d rather do business with others on the same wavelength. Things that would freak out our generation (posting personal information) are no big deal to them, because it increases their chances of connecting with people they’d like. For them, digital technology is like water. It’s easy, everywhere, and again, no big deal. So as you consider modifying your approach to marketing and the decision about social marketing, consider that what might feel ridiculous to you (endless updates on Twitter) might feel very cool and normal to them. SLIDE 32: In summary, the power has shifted. And the Social Marketing opportunity is right there: Empower your customers to become brand advocates. Extend your brand across the online space without a huge investment. Bring your content to your consumers wherever they are. Increase your Google rankings. Be found at the goal, in the end zone, rather than as an interruption along the way. And finally: leverage the existing trust between people, rather than trying to buy it. SLIDE 33: I’m all over. Friend me on Facebook (http://facebook.ericweaver.com - tell me how you found me first, please), follow me on Twitter (http://twitter.com/weave) or if you have time to read, I post about social marketing on my blog at http://www.branddialogue.com. THANK YOU! HAPPY THANKSGIVING! <img src="http://cdn.slidesharecdn.com/adclub2008final-1227628233830771-8-thumbnail-2?1231838338" alt ="" style="border:1px solid #C3E6D8;float:right;" /> (CLICK THE "MORE" LINK TO SEE THE FULL SPEAKER NOTES) AUDIENCE: Advertising professionals VENUE: Seattle Ad Club November 2008 luncheon SYNOPSIS: Last year we gave an intro into social tools. This year we’re showing how brand communications can use these tools to be part of the consumers’ solution rather than an obstacle in their paths. SPEAKER NOTES: (For the sake of this presentation, I will use "consumers" as a generic term that would include B2B "customers.") SLIDE 1: Last year, Publicis’ Laura Porto Stockwell and I presented to you. Those of you who attended remember that we discussed demographics, trends in culture leading to the emergence of social media as a powerful communication/community channel, and walked through numerous social tools such as Twitter and Facebook. A lot has happened in the past year. We’re assuming most of you are using social tools and our discussion today will be more about where we go from here. SLIDE 2: Since our last presentation, one in four of you has a new employer. Bloggers are regularly cited both on broadcast news as well as in the traditional press. Facebook has shot past long-time social network champ MySpace to become the largest social site. In fact, if Facebook were a country, it’d be the 11th largest, between Japan and Mexico. Many brands have taken to social sites and engaged in social marketing programs. Starbucks, Dove, AllState, and many more have embraced these tools in fantastic ways. Also, the Obama campaign has proven the true power of this medium. SLIDE 3: Forrester Research created their Technographic model to categorize the various levels of participation in the social space. (for more about Technographics, go to http://www.slideshare.net/jbernoff/social-technographics-explained) SLIDE 4: This year, Forrester updated their data and we can see several trends over the last 12 months. First, the number of people creating content has only grown marginally. But a large percent of the Inactives have become Spectators and Joiners. Critics and collectors are up as well, indicating significant numbers of Inactives are moving into the social space and participating, meaning the notion that social media might be a "fad" is clearly a falsehood. Once consumers have discovered the utility of collecting or joining, once they’ve found value in being able to express themselves or consume information, they will NOT relinquish that. SLIDE 7: Last year I showed a Google search on the word "Comcast". Comcast’s official sites showed up at the top, along with this hilarious and very critical video, at position #7, made by a disgruntled Comcast customer. The video, showing a Comcast technician sleeping on the customer’s sofa, had garnered 1.2MM views. [ LINK: http://video.google.com/videoplay?docid=-6958342899875420422&hl=en ] SLIDE 8: This year, Comcast has moved from target to participant, and is using Twitter to service customers. As people encounter problems with their service, they can interact directly with Comcast’s Frank Eliason and get their problems resolved. SLIDE 9: Last year, Starbucks often appeared to sit on the sidelines of the social space. Many were perplexed by their seeming avoidance of social tools. This Twitter user is clearly curious as to why Starbucks is not active on Twitter. SLIDE 10: This year, Starbucks took to the social space in a huge way, opening up MyStarbucksIdea to solicit operating ideas... SLIDE 11: ...as well as creating an online community centered around doing good and volunteerism. They clearly are a social wallflower no more. SLIDE 12: So....should you be advertising on social sites? Not exactly. Here’s why. SLIDE 13: Advertisers initially approached social sites like grazers at a buffet table. Each site looked like a juicy morsel of captive audience. 120-million actives! High disposable income! High literacy demo! Insane growth rates! These appeared to be perfect venues in which to run ads. SLIDE 14: And so we saw the same old intrusive advertising pop up. Same tired approaches, no real value for the end user. Last year, I spoke with the managing director of a major digital agency who told me, "yeah, we tried advertising on Facebook. We just didn’t get much uptick, so we dropped it. We just don’t see much future in social media because of that." After I picked my bruised forehead off the table, it occurred to me that this was a DIGITAL agency. If he didn’t get it, who did? SLIDE 15: What he didn’t realize is that advertisers "showing up" on social networks is like Amway salesmen showing up at a neighborhood cocktail party. No one wants them there...it’s clearly the wrong context in which to sell. SLIDE 16: And why is that? Let’s look at consumers. I’m going to speak about consumers as "we" because we too are not just advertising professionals but also consumers. We have serious attention deficit. We are fragmented into millions of niche interests. We feel time-starved, constantly. So time-starved, in fact, that there is now a Girl Scout merit badge for "time management." So that we can teach little girls to wring productivity out of every single second of their day. How messed up is that? And what’s up with guys in the john talking on their cell phones? This is a relatively recent trend that I just don’t get. I’m even hearing guys in STALLS carrying on business conversations. What IS that?!? Are we really that time-starved that I need to hear you dropping the kids off at the pool, so to speak? We’re also distrustful of advertising, spoilt by customization as well as media options, which along with time-starvation has turned us into snack-media consumers. So we look for YouTube vids and news articles that are only a few seconds (or few minutes at most) in length. SLIDE 17: Several changes in how we use digital tools have shifted the balance of power from corporations to consumers. First, search allows consumers to find anything they desire. People, products, services, information, music, culture. Anything of interest that is relevant to them. Secondly, consumers can express themselves far more loudly than in the past. It used to be that consumer expression was found in letters to the editor, feedback forms and over the back fence or water cooler. Now, podcasts, blogs and opinion sites are picked up and amplified by search. Third, consumers can share items of value with anyone, globally. That includes companies, products and services that they love. Or hate. The reality: consumers generally don’t need marketing, advertising or PR! You might be thinking, "whoa whoa WHOA! This is my craft! This is my skills set! What you’re saying is that what I do is not valuable anymore!" What I’m saying is that consumers still need to know about offerings and the value they provide. But how they obtain that information has changed, and as a marketer myself, I need to understand that power shift and how I can communicate value in ways that are relevant and valuable to them. SLIDE 18: Think about this. As the newly-empowered consumer tries to achieve their goal of getting information, finding shared viewpoints, watching a digital newsclip or finding product rankings, advertisements, in their current form, become distractions, obstacles, impediments to the consumer reaching their goal. What if, rather than being an obstacle, your marketing efforts were at the consumer’s goal line? SLIDE 19: The days of having a controlled or controllable message are over. It used to be that a small elite would broadcast their opinion to the masses who had no voice of their own. Now, however, EVERYONE has an equal voice. Investors can speak as loudly as marketers who are equally as loud as employees or the media. It’s a cacophony of opinion mixed with fact. Our major news channels are great examples of this trend. SLIDE 20: With so many voices in the mix, now what? Who do you believe? Typically, you turn to peers for recommendations. "Are Mazdas reliable?" "How do you like your iPhone?" "You flew Virgin America? What’s it like?" You also do this when risk is higher, you have more choices to review and filter, and less time to dig into the details. SLIDE 21: Every year, Edelman PR does a fantastic global survey of consumers to identify whom they trust. It’s called the Trust Barometer. In 2008, 60% of respondents reported they believe what PEERS say about organizations. Peers are the most trusted group, out of scholars, government, analysts, employees, bloggers, etc. This has gone up 9 points in one year, since our last presentation. That’s a huge jump. It’s almost as if to say, the wonkier things get, the more we turn to trusted peers. The more we believe them. Who’s the least credible group? Why, that would be advertisers and marketers! SLIDE 22: Consumers don’t just share endorsements with one another. We share them widely, using social tools. If we have a bad experience, 63% of respondents aged 25-34 were likely to share that experience on the web. SLIDE 23: And once we’ve received trustworthy messages from peers, we’re more likely to trust other information we’ve obtained. In other words, I tell you I flew Virgin America and absolutely loved it. You read something good about Virgin America, and you are far more likely to trust what you’ve read because I had already mentioned my corroborating experience. SLIDE 24: And here’s the main point: trust drives preference. If trust for a company, product or service builds in your mind, it’s highly likely that you will buy from that company. The inverse is also true: if there’s a perception that a company is self-interested or untrustworthy, most people won’t spend a penny with that firm. The bottom line: TRUST DRIVES TRANSACTIONS. SLIDE 25: So how do we build trust? My suggestion is to use social marketing to be part of a valuable solution rather than an obstacle. My definition of social marketing is "the use of peer-to-peer engagement, dialogue, and connective tools to help your offering be found, be relevant, be authentic and be promoted." Marketers can use these same tools that empower consumers to ENGAGE their markets. Now, that requires a completely different type of thinking and approach. It’s the relinquishing of the "controlled voice" to the noisier cacophony and instead of talking at your market, creating and coaching the dialogue around your offering. It’s substituting Pull Marketing for Push. Let’s look at four major tenets of social marketing. SLIDE 26: First, BE FOUND. Search loves conversations. Search engines assume that where there’s conversation, there’s a wider interest level. Rather than building expensive, complicated destination sites (that’s so 2001), optimize your content for search and engage with consumers where they are. That’s not a Facebook ad. That might mean, for example, sponsoring a community around a topical area that is important to THEM. Does your brand have interesting (I mean TRULY interesting) or valuable content? "Nuggetize" that content and place it in many relevant venues. Tag the hell out of your content and place it where it can be found. This may mean creating podcasts on Utterz, short topical videos on YouTube, a set of valuable bookmarks on Delicious, or whatever. Join online communities, as a MEMBER. Don’t bark at the crowd in these communities - invest the time to engage with them as a person. Be in the end zone of your consumers’ search, rather than a lineman trying to block their efforts or persuade them to go elsewhere. SLIDE 27: Next, be relevant. LISTEN to your audiences. Engage in conversation. And don’t try to just "roll up and represent", Mr. or Ms. Advertiser - go in listening, adding value where you can, and interacting as you would at a cocktail party. You wouldn’t start talking about how great you were at a party. Your brand communications shouldn’t act that self-interested either. SLIDE 28: Third: be authentic. Everyone talks about being authentic: what does that mean? Just be real. Polished voiceovers: do they sound "real"? Sparkly product beauty shots: they cost a fortune. But does the consumer care about how great the box looks? No, they care about what the product does. Assume that any information about your company or offering can and will be outed online. So operate totally transparently. And one important tip: marketers will often spend a fortune on outbound communications. In the past, I’d easily drop $100k on a corporate video. Those days have passed. Better to frequently add valuable content that is authentically produced than super-glitzy videos every once in awhile. SLIDE 29: Finally, BE PROMOTED. Make your content easily shared. Ride that wave of online sharing by ensuring the content is TRULY valuable to customers. A product brochure? Marginally valuable. An ad for a new dishwasher? Not valuable. BUT...for example, Whirlpool has created the American Family Podcast, a series of highly-topical talk podcasts that go into areas of interest for the typical parent. One show might be about Lyme Disease. One might be about lead in the water supply and the effect on children and learning. One might be about bullying, another about "helicopter" parents. No ads, no self-promotion, just valuable content. Without any promotion of the podcast, Whirlpool had 70,000 downloads a month. True value, sponsored by Whirlpool. Fantastic associative brand value. You can see here examples of Facebook’s Beacon program. If VML’s Warren Sukernek adds a Facebook application, and I trust Warren, I’m far more likely to check out the app than if I’d just seen a banner. Sharing is a form of endorsement, and GMC is leveraging the trust inherent in social connections. Finally, realize that we’re all time-starved. Keep your content short and sweet. Make it a valuble snack rather than a ten-course meal that people don’t have time for. It’s cheaper to produce as well! SLIDE 30: So which tools do you use? These are just idea starters. These also work whether or not you’re B2C or B2B. If you’re a product manager, blog or podcast about it. Are you excited about the next rev? Share your enthusiasm authentically. Are you selling medical devices? Don’t buy ad banners. Create and sponsor a topical community around the condition. Do you have frequent events that you want people to know about? Use Twitter to announce them. For example, Powell Books uses Twitter to announce book signings, new releases, timed offers, etc. Perfect use for Twitter. SLIDE 31: And for those of you still unsure about this whole "social media thing," consider the lens through which you may be looking. I’m 47. My generation was trained to err on the side of formality. To be as inoffensive as possible so that we’d do business with the most people possible. We never bring up religion or politics in a business discussion. We guard our secrets zealously lest they be used against us. We have seen so much technological change that the sheer speed of change can overwhelm us. Gens X and Y, however, see the world very differently. Formalities are largely ignored. These folks are all about putting personal information out there, not to expose themselves to risk, but to connect with like minds. They’ll freely share their views on religion and politics, because they’d rather do business with others on the same wavelength. Things that would freak out our generation (posting personal information) are no big deal to them, because it increases their chances of connecting with people they’d like. For them, digital technology is like water. It’s easy, everywhere, and again, no big deal. So as you consider modifying your approach to marketing and the decision about social marketing, consider that what might feel ridiculous to you (endless updates on Twitter) might feel very cool and normal to them. SLIDE 32: In summary, the power has shifted. And the Social Marketing opportunity is right there: Empower your customers to become brand advocates. Extend your brand across the online space without a huge investment. Bring your content to your consumers wherever they are. Increase your Google rankings. Be found at the goal, in the end zone, rather than as an interruption along the way. And finally: leverage the existing trust between people, rather than trying to buy it. SLIDE 33: I’m all over. Friend me on Facebook (http://facebook.ericweaver.com - tell me how you found me first, please), follow me on Twitter (http://twitter.com/weave) or if you have time to read, I post about social marketing on my blog at http://www.branddialogue.com. THANK YOU! HAPPY THANKSGIVING! Beyond Social Media: Ad Club 11/08

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Social Media and Advertising: Ad Club 10/07 http://www.slideshare.net/Weave/social-media-and-advertising
AUDIENCE: Advertising agencies OVERVIEW: How is Social Media changing the advertising industry? How is consumer dialogue impacting outbound marketing? This presentation, co-written by Laura Porto Stockwell of Publicis in the West, and Eric Weaver of Brand Dialogue, covers these massive shifts in commerce, culture, media and advertising.]]>
AUDIENCE: Advertising agencies OVERVIEW: How is Social Media changing the advertising industry? How is consumer dialogue impacting outbound marketing? This presentation, co-written by Laura Porto Stockwell of Publicis in the West, and Eric Weaver of Brand Dialogue, covers these massive shifts in commerce, culture, media and advertising.]]> Thu, 06 Dec 2007 23:38:08 GMT http://www.slideshare.net/Weave/social-media-and-advertising Weave@slideshare.net(Weave) Social Media and Advertising: Ad Club 10/07 Weave AUDIENCE: Advertising agencies OVERVIEW: How is Social Media changing the advertising industry? How is consumer dialogue impacting outbound marketing? This presentation, co-written by Laura Porto Stockwell of Publicis in the West, and Eric Weaver of Brand Dialogue, covers these massive shifts in commerce, culture, media and advertising. <img src="http://cdn.slidesharecdn.com/social-media-and-advertising-1196991487121589-4-thumbnail-2?1245911644" alt ="" style="border:1px solid #C3E6D8;float:right;" /> AUDIENCE: Advertising agencies OVERVIEW: How is Social Media changing the advertising industry? How is consumer dialogue impacting outbound marketing? This presentation, co-written by Laura Porto Stockwell of Publicis in the West, and Eric Weaver of Brand Dialogue, covers these massive shifts in commerce, culture, media and advertising. Social Media and Advertising: Ad Club 10/07

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]]> http://cdn.slidesharecdn.com/profile-photo-Weave?1232665639 Brand strategist, marketing specialist, creative and social media proponent. CLIENT LIST: BMW, Brita, Clorox, De Beers, Fedex, GE, Information Resources, Johnson & Johnson, Kraft Foods, Mattel, Mayo Clinic, MCI, P&G (many brands) and many more. www.branddialogue.com http://cdn.slidesharecdn.com/tribalddbsmbseattlev1-091201154530-phpapp02-thumbnail?1259704708 Weave/ditching-communication-for-engagement-a-strategic-approach Crafting an Engagement... http://cdn.slidesharecdn.com/weavervanentrep-091119210048-phpapp02-thumbnail?1258733338 Weave/social-marketing-for-entrepreneurs Social Marketing for E... http://cdn.slidesharecdn.com/tribalwbc2009postconf-091111045726-phpapp02-thumbnail?1260554151 Weave/branding-in-the-era-of-the-empowered-consumer Branding, Trust and th...