Allister Frost's keynote presentation slides from the Capital Cardiff event on 29 February 2012 in which he discusses the emergence of our social society, the psychology that underpins social media usage, the changing role of the marketer and shares some tips on how to be more successful on the social web. For more details visit http://allisterfrost.com.

1. Capital Cardiff
29 February 2012
Allister Frost

2. 29 FEB 2011
doing marketing
in a digital world

4. doing marketing…
Stimulus First Second
Moment of Truth Moment of Truth
(shelf ) (experience)
Inspired by Google, Zero Moment of Truth

5. doing marketing in a digital world
Stimulus Zero First Second
Moment of Truth Moment of Truth Moment of Truth
(digital) (shelf ) (experience)

6. digital society
Understand social psychology
the marketer’s role
what to do
Do it well

7. Understand digital society

8. the future’s
coming at you
faster than ever

9. 1x
35,000x

10. our journey to connectedness
connectedness
the
social
media
explosion
1970 1980 1990 2000 2010

11. Social Media comprises online
applications, platforms and media
focused on collaboration, sharing
and interaction between users.

12. “it’s just people having
conversations online”

13. presentations
search video sharing
wikis
RSS microblogging
photo sharing
podcasting
bookmarking
blogging
professional social networking

16. how fast?

19. an average hour online in the UK
Hours per month
800 million
Social Media
14 mins Average visit lasts
20mins 12secs
Other
20 mins
Entertainment
9 mins
Travel
1 min
Email
2 mins
Sport
2 minsAdult Shopping
5 mins
2 mins Biz News
2 mins 3 mins
Source: Experian Hitwise, August 2011

20. social networks for every generation
use social network sites
go online
watch online videos
73% 83% 62% 50% 44% 33% 17%
12-17 18-33 34-45 46-55 56-64 65-73 74+
Source: Pew Research Center, Generations 2010

21. Which online
applications 37%
45%
do a good job 26%
51%
when you 30%
27%
want to…? 36%
34%
27%
43%
34%
26%
32%
39%
26%
36%
38%
41%
Source: UM Wave 6, Feb 2012

22. Understand social psychology

23. top 10 reasons we use social media
meet new people 71%
stay in touch w/ friends 62%
feel like I belong 61%
share new experiences 55%
fun / entertainment 51%
share knowledge 43%
promote myself 52%
make contacts for work 51%
earn respect 44%
change opinions 42%
Source: Universal McCann Wave Study 4 / % of active internet universe

24. why do consumers use Facebook?
reconnect with old friends
63% that live far away
59% maintain personal contacts
37% stay on top of my social life
others 30% fill downtime / 23% read messages / 16% keep tabs on children / 15% maintain work contacts
Source: ExactTarget, % of respondents agreeing with each statement

25. why follow brands?
how many brands why
do you follow? do you follow them?
None 10%
To get discounts 66%
1-5 31%
6-10 20% To participate
48%
11-20 18%
in contests
21-30 10% They have
47%
31-50 3%
interesting Tweets
51+ 8% Customer service 30%
Source: Twitter

26. top 10 reasons we “unlike” brands
the company posted too
63% frequently
my wall became crowded
59% with marketing messages
content became
37% repetitive or boring
others 26% only wanted one-time offer / 24% not enough deals / 19% content not relevant to me from start
Source: ExactTarget

27. why share?
to bring valuable content to others
to define ourselves to others
to grow and nourish our relationships
self-fulfilment
to support causes (or brands)
Source: New York Times, Customer Insight Group

28. who shares?
Boomerangs
Connectors
Selectives
Careerists
Altruists
Hipsters
Source: New York Times, Customer Insight Group

29. what do they expect in return?
A desire to be heard and respected
Able to obtain support via any channel
Expects customer-centric interfaces
A capacity to collaborate with companies
Source: First Direct and It’s Open, Feb 2012

30. Understand the marketer’s role

31. Apps/Push Notifications
THE MARKETING (R)EVOLUTION Mobile Email Group Texting
Social DM
SMS Voice Marketing
IM IM IM Mobile Email
Email Email Email SMS + MMS
IM
Events Events Events Events Events
Direct Mail Direct Mail Direct Mail Direct Mail Email
Telephone Telephone Telephone Telephone Direct Mail
Telephone
<1990 1990s 1999 2000s 2012
TV TV TV TV TV
Radio Radio
Radio Radio Radio
Print
Print Print Print Print Display
Display Display Display Display Website
Cable TV Website Website Search
Online Display
Website Search Search
Paid Search
Search Online Display Online Display Landing Pages
Scarcity of Scarcity of
Online Display Paid Search Paid Search Microsites
Landing Pages Landing Pages Online Video
Affiliate Marketing
spectrum attention
Microsites Microsites
Webinars
Online Video Online Video Blogs/ RSS
Webinars Affiliate Marketing Podcasts
Affiliate Marketing Webinars Contextual
Blogs Wikis
Social Networks
RSS Mobile Web
Podcasts Behavioral
Contextual Social Media & Ads
Wikis Virtual Worlds
Widgets
Social Networks
Twitter
Mobile Web Mobile Apps
Geolocation
Source: ExactTarget

33. of people trust recommendations
from people they know
Source: Nielsen Online “Nielsen Global Online Consumer Survey”, July 2009

34. what do we trust?
Trust Trust Don’t trust Don’t trust
completely somewhat much at all
Recommendations from people I know
CONVERSING
Brand web sites
Consumer opinions posted online
Editorial content like newspaper articles
Brand sponsorships
Ads on TV
Ads in newspapers
SHOUTING
Ads in magazines
Ads on radio
Billboards & other outdoor advertising
E-mails I signed up for
Ads before movies
Ads served in search engine results
Online video ads
Online banner ads
Text ads on mobile phones
Source: Nielsen Online “Nielsen Global Online Consumer Survey”, July 2009

35. there’s no
such thing as
an awareness
campaign

36. get with the programme

37. get with the programme

38. get with the programme

39. get with the programme

40. get with the programme

42. www.bing.co.uk/social

45. advertising /ˈædvәˌtaɪzɪŋ/
n. the cost of being outside
of the conversation.

46. Understand what to do

47. stop shouting
start conversing

48. where
to begin?
12 tips for marketers

49. identify your
social social
leaders players

50. handpick
tools & experts

51. go where the
customer is

52. 1) listen
2) engage

53. answer the
social telephone

54. create
social objects

55. build a
SRO* strategy
*social recommendation optimisation

56. moderate wisely

57. make the
mundane fun

58. be
remarkable

59. Juvenile Company
delinquent robot
show
you’re human

60. try fast,
learn faster
(again and again…)

61. digital society
Understand social psychology
the marketer’s role
what to do
Do it well

62. doing marketing in a digital world
Stimulus Zero First Second
Moment of Truth Moment of Truth Moment of Truth
(digital) (shelf ) (experience)
digital marketing excellence

63. thank you

64. http://allisterfrost.com
allister@live.co.uk
@allisterf
© 2012 Allister Frost. All rights reserved. The information herein is for informational purposes only and represents the current view of Allister Frost
as of the date of this presentation. NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.