Marketech '09:
Using Emerging Media in Marketing
Download Slides at: www.danavan.net/amaiowa

After-Event Slides & Resources
The slides and resource links are available

electronically after the event:
www.danavan.net/amaiowa

The traditional marketing model is being challenged, and (CMOs)
can foresee a day when it will no longer work.
McKinsey Quarterly, 2005, Number 2

Source: Justin Kirby & Paul Marsden (2006). Connected marketing. Oxford, UK: Butterworth-Heinemann. xix
Crisis In Mass Marketing
18%: Proportion of TV advertising campaigns generating positive ROI

54 cents: Average return in sales for every $1 spent on advertising

256%: The increase in TV advertising costs (CPM) in the past decade

84%: Proportion of B2B marketing campaigns resulting in falling sales

100%: The increase needed in advertising spend to add 1-2% in sales

14%: Proportion of people who trust advertising information

90%: Proportion of people who can skip TV ads who do skip TV ads

80%: Market share of video recorders with ad skipping technology in 2008

95%: The failure rate for new product introductions

117: The number of prime time TV spots in 2002 needed to reach 80% of

adult population – up from just 3 in 1965
3000: Number of advertising messages people are exposed to per day

56%: Proportion of people who avoid buying products from companies who

they think advertise too much
65%: Proportion of people who believe that they are constantly

bombarded with too much advertising
69%: Proportion of people interested in technology or devices that enable

them to skip or block advertising

Advertisers are Liars Yankelowich
76%
of consumers don’t believe that
companies tell the truth in
advertisements

Where Everything Is Headed
Today
Digital
Non-Digital
1996 2009 2050?
Source: Google

360 Digital Marketing World
Online eNewsletters Email Real Simple
eMail eCards
Media Syndication (RSS)
Content Partnerships
News
Community
sites Syndication
Special Manifestos
Blog Search Engines
Interest Conversations
Blog Aggregators
Blogs
Chat
Search Engine
Rooms/Events
Citizen
Optimization
Photo Blogs Action
Keyword
Listservs
eAlerts
Marketing
Message Boards
Search Meetups
Text-messaging
Press Rooms
Online
Web Sites Viral Games &
IM w/RSS
Content Contests Advertising
Wikis
Folksonomy Digital Radio
Social VBlogs
Bookmarking Podcasting
Webcasting
Digital
Phones DVR Game
Devices PDAs Microcasting
(Tivo) Consoles
Source: Ogilvy

Source: Brian Solis via Flickr

Your Customers Have Done it All
Source: Universal McCann Social Media Tracker Wave 3

9 BIG THEMES FOR 2009

9 Big Themes
1. We‘re in the BETA economy
No other medium allows you to launch, test, re-launch,

test, measure, tweak, re-tweak, evolve, re-launch, quite
like the Web
Folks like Guy Kawasaki and Seth Godin preach

about this all the time. Guy launched his Truemors
service on a shoestring budget and uses Twitter to
promote it.
When budgets get cut – marketers look to digital for

new ways of testing out ideas vs. big bang and big
budget initiatives (think Bud.TV)
Customers are OK with BETA!


9 Big Themes
2. Marketers use existing platforms
Why build from scratch
when you can use NING as
a social network, Wordpress
as a CMS, Basecamp as a
Collaboration tool and
Concept Share as a way to
co-create.
Now is a great time to dig
into the already existing
platforms (in addition to
existing social networks). How can we NOT build this ourselves?

9 Big Themes
3. Marketers are just switching tubes
Consider skipping mass TV all
together.
It worked for BMW films and
with YouTube firmly in place — it
can even work with less
production values and high
priced talent.
Consider ways to make the
participant the star!

9 Big Themes
4. It‘s all about the data… (and conversation!)
BRANDS are learning how to follow through

 CUSTOMERS expect relevance
 Customers and media DO NOT chase
companies
 Customer data > information > knowledge
> wisdom > understanding > connection
= HOLY GRAIL for retention and long term
success
 CRM and Social Media make it easy to
connect

9 Big Themes
5. Marketing: To touch point infinity, and
beyond!
Don‘t put all your digital eggs in one

basket like a site or banner
campaign—look at smart ways to
distribute the experience across as
many touch points as possible.
Be smart about it. Think about how your

user thinks and acts digitally and meet
them in them medium.
Of course this doesn‘t have to be

digital, but you might get more bang
for your buck.

9 Big Themes
6. Marketers trade focus groups for
Digital Ethnography
Research dollars converted to social media

currency (Victoria‘s Secret)
Look to the internet & social media for

insights.
Social Networks and search engines can be

rich ethnography tools. I‘m not advocating to
abandon field research—but before you
slash that discovery phase, think about how
digital can be used to find things about the
behavior of your target.

9 Big Themes
7. Marketers think outside the banner
Think about traditional media buys such as

banners differently.
They should no longer be the first line of

offense in a digital initiative.
Quality may replace quantity—Apple’s

recent entry into the online banner space
taught us that banners can still work—but the
ROI improves with creativity.
Social ads, blog outreach and other

‗participation‘ based media spends could
prove more effective.

9 Big Themes Yankelowich
8. Marketers embrace ‗delight by function‘
The digital media/ tools/

network/ widget becomes the
product…and the marketing
When tempted to cut budgets in

digital product functionality—think
again.
Adding or improving existing

functionality may lead to product
preference which increases
revenue, sales and even saves
money. (think widgets)

9 Big Themes Yankelowich
9. Marketers listen to New Media
Digital gives you many ways to listen to customers

– from direct engagement like Dell‘s IdeaStorm
or My Starbucks Idea to simple surveys or even
A:B testing.
All are excellent examples of using digital to

turn up the volume on customer desires.
Those brands that do the best job listening will

weather any downturn.

How to control
millions of inaccurate
and divergent
conversations ?
YOU DON’T
Consumers are beginning in a very real sense to own our brands and participate
in their creation … We need to begin to learn to let go.
A.G. Lafley, CEO and Chairman of P&G, October 2006
(cc) Lynette Webb, 2006

“Every brand needs to be relevant and part
of a community. They need to open a
dialogue with their consumers, but they also
need to be prepared for what could be
negative feedback and I don’t think all
marketers are ready for that.”
- Bob Ivins, EVP, comScore

“How-To”

Social Media is Simply…
―Social Media is
people having
conversations
online.‖

Social Media Conversations
“There’s a real cost to
ignoring the
conversation.”

Word Of Mouth Is A Powerful Force
(evangelists)
Word of Mouth Among Airlines
Source: Harvard Business Review

No Love for Iams
What if half the store shelf
said, “Don’t Touch This?”

Get Involved With Social Media
A. Listening
B. Participating and getting involved
(create stuff!)
C. Sharing control
D. Profiting!

Learn to Blog
Foundation of

content/consistency/
connection
Metaphor for Social

Media & networking
Transferable skills to

video & social nets…
Transferrable benefits

to SEO, SEM & TLM

CEO Blogs
Reinforce thought leadership
And provide positioning
with a human or personal touch

Small Business Bloggers

Blogging + Email

Micro Blogging
Monitor conversations

Use for promotions

Live ‗twittering‘ from

events
Source for breaking

info
For the hyper-involved


Comcast Learns Social Media…
Comcast tech filmed

sleeping…waiting for his own
customer service team.
A viral video & blog sensation (of

course!)
Popular blogger ‗Tweets‘ his

Comcast woes
Comcast calls him 20 min later

and resolves his issues!

RSS & Syndication
Part of a smart communication strategy

Leverage for:

 Inbound traffic
 Spam-free channel
 Advertising
 Rich media distribution
Set your content free

Combine with widgets


Social Networks
To learn to express

opinions
To share experiences

To make friends

To participate

To find a job

To sell something


Niche Networks
Beyond Students
Over 500,000 dogs
Most dogs added in a day:
My Space Politics
5,920 (February 19, 2008)
Moms Investments
Real Estate

LinkedIn
Create a group & discussion

Connect with professionals

Connect with customers

Ask questions

Approach prospects


Customer Community
Customers gain access to

the significant corporate
resources
Connect to current and ex-

employees with whom I feel
a real camaraderie
Endless opportunities for

doing business with other
employees regionally,
nationally, or globally.
Involvement in initiatives of

mutual interest such as
community projects

Idea-Centered Communities
Small business focused credit card company is
changing the business financing discussion
through ideas
Created ideablog.com to stir the

conversation about what it stands
for
Positioning itself as the most

helpful credit card company to
small business
Involved in other small business

related causes to help developing
countries
Online resources for small

business owners just getting
started

Collaborative Idea Generation
Leverage the wisdom of

crowds/customers to
improve the company
Submit, vote, watch, see

what gets put into action
Integrate into other TLM

activities
Dell

Oracle

Starbucks


Social Bookmarking & SMO
Thought leadership

through links
SEO Links (bookmarks

travel)
Brand exposure

Socialize your content

Virally enable your site

Can be active or

passive

Del.icio.us & Others Like It
One click saving

Tagging

Sharing (multiple forms)

Shared wisdom

RSS feeds

Portable

Collective influence

Internal knowledge

share

Podcasts & Vodcasts
More human &

emotional than
blogging
Share thought

leadership
Low investment

Easy distribution

Differentiator


Share Things
Like Photos… …and Videos

Widgets, Gadgets & iPhone Apps
Small applications that meet specific

needs
Backed by high value data source

Brings your assets to a customers

desktop / homepage / website
Cannot standalone – needs marketing

‗seeding support‘

Tell The World - PR 2.0

“Content is the new democracy
and we the people, are ensuring
that our voices are heard.”
Brian Solis, “The Social Media Manifesto”

Now, Let’s Create
Something

Seven Steps to Your
Digital/Social Media Marketing Strategy
1. Strategic education
2. Understand your customers
(the conversation)
3. Corporate culture shift/shock
4. Marketing team immersion
(eat your own dog food)
5. Build the plan, prioritize,
execute
6. Integrating the tools with
legacy media
7. Report, measure, review and
revise

Eating Your Own Dogfood (Start
Internally)
Separating The What from The How

5 Steps to ―Sell Social Media‖ Internally

1. State what you‘re solving for (company, customers,
competiors)
2. Engage your evangelists
3. Create a common language
4. Partner with your pessimists
5. Launch & Learn & Learn

Intuit: Early Adopters of Social Media
Social Internal External
Media
Blogs  X-Intuit: Innovation teams at Intuit use  The QuickBooks Team blog focuses on
blogs to share new ideas & best practices QuickBooks and small business issues
 Within team: The JumpUp team uses  TurboTax Support blogs focus on tax
its blog to discuss strategy law and TurboTax
Wikis Well over 100 teams at Intuit use wikis to TaxAlmanac.org is the 21st most popular
manage projects, share insights and wiki in the world and focuses on tax
collaborate across remote locations issues for accounting professionals
Online Intuit employees regularly engage on  QuickBooks Online Community
online forums, run both by Intuit and by
Forums  Quicken Online Community
third parties, with clear guidelines about
 TurboTax Support Forums
posting and transparency
 Accountant Online Community
 JumpUp Small Business Forums
Other Research teams are using online  JumpUp launched summer 2006,
ethnography journals & vlogs to make it including tagging, bookmarks,
easier for SBOs to track daily activities personalized profiles and forums
 Podcasts launched by QuickBooks &
TurboTax

Top ten obstacles to new media
1) Inadequate resources (time and/or money)
2) Disconnected employees
3) Resistance to change
4) Desire to control communication/fear of unknown
5) Not convinced of benefits
6) Perceived lack of IT capabilities
7) Resistant culture
8) Senior management won‘t allow it
9) Legal/governance/regulation issues
10) Would require too much training

The Relentless Pursuit…of the NBT
Addiction To Bright + Shiny Objects

―Web 2.0‖ Is The Mother of all Bright +
Shiny Objects

Symptoms Of B.S.O.S. (Bright + Shiny
Object Syndrome)
A soft spot for buzzwords

A disposition to regurgitate the latest buzzwords you just

overheard
An insatiable desire to sell ―the latest thing‖ to clients

A tendency to believe the hype, without investigating for

yourself
A tendency to dismiss without investigating for yourself

Excess use of the word ―viral‖ viral…viral…viral.. viral…

Lack of interest in research or first hand experience

Total disregard for customer, brand or business needs


Ask Yourself…
How does information flow in my industry?

Where do people get their information?

Does information flow in a centralized way?

How do consumers interact in my industry?

Do they hangout in networks?

How big are these networks?

Is my industry conservative?

What influences my customers?

Who influences my customers?

Is my product risky?


You Define The Risks In Social Media
How do you ensure the brand is not comprised through comments?

How do you measure ROI? How do you know if you succeed?

How do you ensure the brand is not compromised through the company's

bloggers' posts?
Will we need to promote the blog/social media programs and how will

they impact our current marketing strategy?
What do we do if IT does not have time to be involved?

Is it worth the additional time?

Do you have the people resources needed?

Can you afford the additional operational (software, hosting) expenses?

What happens if your competitor is less risk adverse than you and steps

into the space first?
How do you safeguard against getting ―blown-up?‖


Evaluate the Social Tools

Finally:
Five Keys to the New Social Success
Be Generous With Your Knowledge

 Share beyond the marketing speak
Be Consistent

 Calendar your activities – daily, weekly, monthly
routine
Always Deliver Value

 Listen, think, revise, teach, repeat
Take A Stand

 Take your strong positions to market
Focus On The Long-term Benefits

 Track your results in months & years

Marketech '09: Using Emerging Media in Marketing
Q&A
Download slides at: http://www.danavan.net/amaiowa
Need help after the presentation? Email dana@marketingsavant.com

Marketech '09:
Using Emerging Media in Marketing
Download Slides at: www.danavan.net/amaiowa