• 60% of consumers describe themselves
as “a person who tries to resist or avoid
being exposed to marketing and ads."
• >2/3 of consumers said they would be
interested in products that let them
“block, skip, or opt out of being exposed to
• 54% say they "avoid buying products that
overwhelm me with marketing and
“I don't watch TV live period anymore. It's all recorded
and watched whenever I get around to it lol I don't have
the time to watch shows when they are on. And if for
some crazy reason my DVR decides not to record
something it was supposed to(it has happened before)
I'll just go to the network website and watch it. Or I'll find
a bit torrent. I think it's pretty cool I can download
movies to my Xbox and the such... but I haven't actually
done it yet. I still like to go to block buster and check out
their selection. It gives me a chance to get out of the
- By acarzt on Apr 8, 2009, hothardware.com
Internet usage is growing at a torrid pace.
• 75% of North Americans use the internet.
• Almost 2 billion users worldwide.
“Gaming, once the domain of
kids and a small group of core
fans, is now more mainstream
than ever … the evolution of
gaming consoles into
multimedia devices has
changed consumption habits of
traditional media such as TV,
movie and Internet content,”
- Bradley Raczka, Marketing Manager,
AIDA Advertising Model
Attention Interest Desire Action
More ads +
More brands +
Less receptiveness +
More non-commercial options +
Tools to avoid =
Attention being the scarce resource
And even if your ad does break
through and get seen…
Despite an ever-expanding array of
advertising platforms and
sources, consumers around the
world still place their highest
levels of trust in other consumers,
according to a recent
global Nielsen Internet survey.
… Not Exactly:
• an overwhelming majority of consumers
(76%) welcomed brand advertising on
Razorfish • nearly 40% of reported having “friended”
Digital a brand on Facebook and/or MySpace
• 26% have followed a brand on Twitter
• The myth of marketing-free social
Experience spaces is … a myth
Studies • The “dialogue” between brands and
consumers is not only frequent, but also
• Explosion in information is resulting
in an information overload.
• Abundant supply is driving the value
of most information to zero.
• Captive audience gone
– once waited for weather or sports
scores … now have it in real time.
• The only scarce resource is attention.
• We listen to „friends‟ as to what to pay
• Friends know us better than any
• Crowd-sourcing your message?
• Now 3rd largest video viewing
site on the web (behind
YouTube and Hulu)
• 217 million streams in Oct/09
• Amount of time web users
spend viewing videos on social
networking sites went up 98%
this year (source: Nielsen)
Social media are online
and media which aim to
collaboration and the
sharing of content.
Source: Universal McCann, Social Media Tracker
What is Social Media Marketing?
Leveraging the internet as a
platform to drive engagement in
order to achieve branding and
marketing communication goals.
“It's impossible to draw a line
between social media and
traditional media - it's all
“Whether content is created
by the Pros or the Joes it all
has influence, even if it's
small.” – Steve Rubel
"I just watched a plane crash into the hudson riv [sic]
in manhattan.” - Jim Hanrahan, aka Manolantern
“To find something comparable, you have to go
back 500 years to the printing press, the birth of
mass media … Technology is shifting power away
from the editors, the publishers, the establishment,
the media elite. Now it‟s the people who are taking
control.” - Rupert Murdoch, in Wired, July 2006
4 Media Revolutions Prior to the Internet:
Printing Press Telegraph/Telephone
Recorded Media – Photos, Sound, Video Broadcast Media – Radio, Television
“The moment our generation is living through is the
largest increase in expressive capability in
human history.” – Clay Shirky
Your brand story is no longer linear.
Source: Advertising Age November 9, 2009
Socialism Redefined -
Wikipedia, Flickr, and Twitter
aren't just revolutions in
online social media. They're
the vanguard of a cultural
Help Others Evangelize For You
• Build communities.
• Give people a sense of ownership in the brand.
• Provide the raw materials that people can
then use to create their own content to share.
Give Up A Little Control
• Have a policy and some control over offensive
and illegal material … BUT …
• Don‟t worry so much about unauthorized use …
allow mash-ups and audience participation.
• Don‟t censor „negative‟ comments.
Reward Me. Entertain Me.
• What do I get out of being
a fan on Facebook , for
following your Tweets, or
giving you my email/
Put On A Spectacle
• Attract interest by creating
an experience worth paying
Get Key Influencers Endorsing You
• Not necessarily a celebrity –
it could be an influential blog.
• Don‟t pay for it.
Get Media On Your Side
… But Don‟t Rely On Them
• Give them access and align your needs.
– Including your critics.
• Build a direct relationship with your audience.
Mass Media Still Matters
• Despite brilliant use of
web/mobile, Obama still
spent the most on paid
media … by far.
• Mass media pushed
people to the hub