The End Of Paid Media, The Value Of Social Currency

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Since the so-called 'social media revolution', media no longer means paper. It means people. The same people who have more and more tools at their disposal to easily dodge your very expensive ads, banners and commercials. So, what can you do to earn their attention? And better yet, what can you do to earn their engagement?

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The End Of Paid Media, The Value Of Social Currency

  1. @AdNerds#FollowFridays Friday, November 27 The End of Paid Media. The Value of Social Currency. And how to Earn it.
  2. The End of Spray and Pray.
  3. Media means People.
  4. Be Afraid. Be very Afraid. Virtual Bodyguards are among us.
  5. Be Afraid. Be very Afraid. Virtual Bodyguards are among us.
  6. Reaching the spam saturation point. • 140 minutes • 5 x 6 minutes commercials • 5 x 1 minute own publicity • Total: 35 minutes publicity • 1 in 4 minutes: publicity
  7. Plan B: Time-Shifting • De Pappenheimers: real time • SYTYCD: time-shifting • 50K production + 10K media space • Commercials: speed X64 • Every 30” spot in 0,46”
  8. Welcome to DIGITAL TV!
  9. Welcome to a World where the Consumer decides whether you’re in or out. Picture by Leo Reynolds on Flickr
  10. Winning ATTENTION and ENGAGEMENT [in theory]
  11. Winning ATTENTION and ENGAGEMENT [in theory]
  12. Three steps to social success... 1. Win their attention
  13. Three steps to social success... 1. Win their attention 2. Engage them
  14. Three steps to social success... 1. Win their attention 2. Engage them 3. Tap into their network
  15. Winning ATTENTION and ENGAGEMENT [in real terms]
  16. Winning ATTENTION and ENGAGEMENT [in real terms]
  17. Social Media: the ultimate Union for Consumers.
  18. If you care about media budgets, there are options galore. media content
  19. Engaging rich media ads
  20. Did it grab one’s attention? yes | no Was it engaging? yes | no Did it have a network effect? yes | no
  21. Platform-integrated ads
  22. social ads API
  23. “ manager -- allows you to take the ads Techlightment’s social micro-targeting that Facebook allows to another level. This creates dramatic results for both performance and scalability. ” Josh Smith, Head of Inside Sales, Facebook
  24. Title Image Text
  25. } Title x1 Image x1 1 ad Text x1
  26. } Title x2 Image x1 2 ads Text x1
  27. } Title x2 Image x2 4 ads Text x1
  28. } Title x2 Image x2 8 ads Text x2
  29. } Title x3 Image x3 27 ads Text x3
  30. } Title x4 Image x4 64 ads Text x4
  31. } Title x 10 Image x 10 x 3.000 ads 3 countries Text x 10
  32. Did it grab one’s attention? yes | no Was it engaging? yes | no Did it have a network effect? yes | no Will it have a long-term effect? yes | no
  33. Tapping into power of networks? Develop content! media content
  34. “ If we want people to drink our brand on a daily basis, we need to connect with them on a daily basis. ” Joseph V. Tripodi, Chief Marketing & Commercial Officer, The Coca-Cola Company
  35. “ What we're going for more and more will be developing compelling content. Some will be consumer-generated, some of it we'll buy, some of it we'll create ourselves. ” Joseph V. Tripodi, Chief Marketing & Commercial Officer, The Coca-Cola Company
  36. “Happiness Ambassadors”
  37. “ You can’t just say it. You have to get people to say it to each other. ” James Farley, CMO @ Ford Motor Company
  38. Survey of Adult “Millennials”, 18-27 years old. “Please tell me if you use the following technologies or services on a daily or frequent basis?” % saying yes Web-based search such as Google, Yahoo, MSN, etc. Web-based e-mail such as Gmail, Yahoo mail, Hotmail, etc. Facebook, MySpace, or other social networking websites 94 Instant messenger such as Yahoo, MSN, AOL, etc. 92 Wikipedia or other Wikis 77 Gaming communities such as Xbox Live, etc. 71 59 Personal blog 35 Personal website 28 Skype or other internet phone service 26 Virtual worlds such as Second Life, etc. 24 14
  39. “Thinking about everything you have read, seen, or heard about business in the last year, in general, do you trust corporations a lot less, a little less, the same, a little more, or a lot more than you did at the same time last year?” Source: Edelman Trust Barometer, 2009
  40. A Perfect Example of Brand Ambassadorship.
  41. “We didn't break the bank. We didn't use traditional media. We tried something different, and it is working. ” Connie Fontaine, Brand/Content Alliances Manager @ Ford Motor Company
  42. Brand Awareness for the Fiesta has risen to the Equivalent of Models that have been on the Market for 2 to 3 years. The program — which included a test-drive program — has elicited the interest of about 50,000 potential buyers, 97% of which don’t drive a Ford at present. Official Fiesta Movement content has drawn 4.8 million YouTube views, 600,000 flickr views and 3.2 million Twitter impressions. 37% of generation Y were aware of the Ford Fiesta via social media before its launch in the US. The whole thing was done with $0 in ad budget and a fraction of marketing costs. The cars have been driven over one million real-world miles by the 100 participants. Sources: adrants.com - businessweek.com
  43. The Sequel to a Perfect Example of Brand Ambassadorship.
  44. Scott Monty’s Final Bit of Advice… To be constantly listening…
  45. To be CONSTANTLY LISTENING.
  46. To be CONSTANTLY LISTENING.
  47. Webcare Telenet
  48. “ to consumer’s exploits on the web. We want Webcare wants to listen & respond actively to get in close contact with our customers and learn from their experiences as well as inform them optimally. ” Charlotte, Webcare, Telenet
  49. ORM* tools - which one suits your needs? * ORM = Online Reputation Management, often referred to as “listening”
  50. ORM* tools - which one suits your needs? What is the budget you would like to spend? How big is your team? Do you need collaboration, sharing or workflow tools? Will you listen or also respond, engage, ... ? Do you want to interact with existing company tools? Do you need a custom solution? Do you want to involve your whole company? Do you have the proper insights or need assistance? ... * ORM = Online Reputation Management, often referred to as “listening”
  51. A Couple of things to CHEW on.
  52. A Couple of things to CHEW on.
  53. No more PAY to play. You’ve got to be willing to PLAY to play. Tap into the network effect. Develop compelling flex it over different content and digital endpoints. Precision Marketing gives you a much higher ROI than the ‘spray & pray’ model. You should be constantly listening .

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