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Edmontonslideshare 100428213928-phpapp01

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Edmontonslideshare 100428213928-phpapp01

  1. 1. PEOPLE ARE THE MEDIA:<br />ENGAGEMENT, INFLUENCE, ACTIVATION<br />ERIC WEAVER, TRIBAL DDB CANADA<br />
  2. 2. 2<br />?<br />YOU’RE ON LINKEDIN.<br />YOU’RE TWEETING. SET UP A FAN PAGE. POSTED SOME VIDEOS TO YOUTUBE.<br />IF YOU’RE LIKE MANY OTHERS, YOU’RE ASKING…<br />NOW WHAT?<br />
  3. 3. 3<br />?<br />AM I DOING THIS RIGHT?SHOULD I BE EXPECTING MORE FANS? MORE DIALOGUE?WILL MORE PEOPLE EVENTUALLY “SEE” US? <br />
  4. 4. WE ARE IN THE MIDST OF A PROFOUND CULTURALSHIFT<br />4<br />
  5. 5. 5<br />NUMBER OF PEOPLE JOINING LINKEDIN DAILY<br />67,000+<br />
  6. 6. PEOPLE ON FACEBOOK<br />500,<br />000,<br />000<br />6<br />SOURCE: FACEBOOK<br />
  7. 7. 830,000+PEOPLE JOIN FACEBOOK EVERY SINGLE DAY<br />7<br />2006 POPULATION OF EDMONTON<br />730,372<br />
  8. 8. 55<br />NUMBER OF <br />MINUTES THE AVERAGE USER<br />SPENDS EACH DAY ON FACEBOOK<br />8<br />
  9. 9. 1,500,000+ORGANIZATIONS HAVE A FACEBOOK FAN PAGE<br />9<br />20,000,000+PEOPLE JOIN A FAN PAGE EVERY DAY<br />
  10. 10. 50%<br />PEOPLE WHO ARE MORE LIKELY TO BUY IF ENGAGED VIA SOCIAL SITES<br />10<br />CHADWICK MARTIN BAILEY, FEB 2010<br />
  11. 11. 11<br />4x<br />LIKELIHOOD OF JOINING A SITE VIA FACEBOOK CONNECT VS NORMAL SIGNUP<br />FACEBOOK, APRIL 2010<br />
  12. 12. 12<br />66% PERCENTAGE OF BRAND TOUCHPOINTS ARE NOW GENERATED BY CUSTOMERS<br />MCKINSEY QUARTERLY, JULY 2009<br />
  13. 13. 13<br />Captive audiences have given way to active ones. Customers deferred to big brands for value messages – now we refer to our friends.And advertisers often treated audiences like herd animals –in reality they act much more like a swarm.<br />CAPTIVE > ACTIVE <br /> DEFERENCE > REFERENCE<br /> HERD > SWARM<br />FLICKR.COM/PHOTOS/RREIS<br />FLICKR.COM/PHOTOS/HUTCHIKE<br />
  14. 14. 14<br />CLICKTHROUGH RATE FOR AVERAGE BANNER AD<br />0.19%<br />FORRESTER, 2008<br />CLICKTHROUGH FOR AVG FACEBOOK WALL POST<br />6.49%<br />VITRUE, AUGUST 2009<br />
  15. 15. LET’S TAKE A FRESH LOOK AT THIS BUSINESS OF MARKETING<br />15<br />
  16. 16. 16<br />CONVEYING VALUE THROUGH OUTBOUND MARKETING HAS WORKED FOR 150 YEARS<br />EVERY NICHE HAS EVOLVED INTO A SOPHISTICATED CHANNEL<br />EFFECTIVE MARKET IMPACT EQUALS JOB SECURITY<br />
  17. 17. WINSTON TASTES GOOD LIKEA ______________________<br />17<br />
  18. 18. 18<br />
  19. 19. MAXWELL HOUSE:GOOD TO _________<br />19<br />
  20. 20. (?)<br />20<br />MONOLITHIC MESSAGES WORKED WHEN WE HAD:<br />Limited product choice<br />Limited media channels<br />Longer brand interactions<br />Higher barriers to entry<br />
  21. 21. ORGANIC, SOCIALLy-JUST, SOY HALF-CAFF, MOCHA FRAPPA WHATEV…NO FOAM NO WHIP NO SLEEVE<br />21<br />
  22. 22. THE CONSUMER IS NOW FIRMLY IN CONTROL<br />22<br />CONSUMER ABILITY TO PUBLISH<br />We can’t fight time starvation. Attention is a tough ask. Can’t stop product choice or media clutter. But we CAN leverage consumer publishing and build trust.<br />ORIGINAL VERSION: AGENT WILDFIRE<br />
  23. 23. 91%OF PEOPLE GLOBALLY WILL BUY FROM COMPANIES BASED ON TRUST<br />23<br />77%PEOPLE WHO REFUSE TO BUY FROM COMPANIES THEY DISTRUST<br />EDELMAN PR, 2009<br />
  24. 24. CHANGING PRIORITIES: “How important are these factors to corporate reputation?”<br />24<br />US 2010<br />US 2006<br />Quality products & services<br />Attentive to customer needs<br />Strong financial performance<br />Fair pricing<br />A well-known brand<br />Good employee relations<br />Socially responsible<br />Visible CEO<br />Dialogue with stakeholders<br />Employee/CEO blogs<br />53%<br />Transparent & honest practices<br />Company I can trust<br />High-quality products/services<br />Communicates frequently<br />Treats employees well<br />Good corporate citizen<br />Prices fairly<br />Innovator<br />Top leadership<br />Financial returns<br />83%<br />47%<br />83%<br />42%<br />79%<br />38%<br />75%<br />37%<br />72%<br />35%<br />64%<br />33%<br />58%<br />23%<br />48%<br />23%<br />47%<br />12%<br />45%<br />These three key factors are best served by social content.<br />EDELMAN TRUST BAROMETER, 2010<br />
  25. 25. 25<br />TRUST IS TODAY’S KEY TO REVENUE, AND SOCIAL CHANNELS ENABLE US TO ENGAGE IN WAYS THAT BUILD TRUST—AND LEVERAGE THE PRE-EXISTING TRUST BETWEEN PEERS.<br />FLICKR.COM/PHOTOS/POWERBOOKTRANCE<br />
  26. 26. MANY REMAIN SKEPTICAL<br />26<br />PHOTO: FLICKR.COM/PHOTOS/YUGENRO<br />
  27. 27. 27<br />BOOMERS<br />All about propriety. We were trained in formalities, taught to never offend. Oversharing is “weak.” Guarded = safe. And your suit & tie is a sign of trustworthiness.<br />GENS X&Y<br />All about affinity. Formalities are ignored, sharing means being found, and they grew up with Google. Your suit & tie = untrustworthy.<br />2010THE YEAR MILLENIALS WILL SURPASS BOOMERS IN THE WORKFORCE<br />PHOTO: FLICKR.COM/PHOTOS/KATINALYNN<br />
  28. 28. Computer-based <br />graphic design, 1986<br />Email marketing, 1996<br />MANY MORE FEEL THEY DON’T HAVE TIME FOR “ONE MORE THING.”<br />Web marketing, 1997<br />28<br />Remember the graphic designers who refused to adapt to a computer? I remember my CFO asking why we needed Internet email. And remember when we started needing programmers in Marketing? Time to adapt again.<br />
  29. 29. SO HOW DO I TAKE MY ORGANIZATION’S SOCIAL MEDIA TO THE NEXT LEVEL?<br />29<br />
  30. 30. DDB° SIX STEPS TO SOCIAL<br />30<br />1. STUDY2. LISTEN3. PUBLISH4. ENGAGE5. INFLUENCE6. ACTIVATE<br />
  31. 31. STUDY & PLAN<br />31<br />KNOW YOUR ORGANIZATIONAL GOALS<br />KNOW YOUR BRAND VOICE AND MANNER<br />LEAD THE CONVERSATION WITH LEGAL ABOUT RISK & PRIVACY<br />DETERMINE INQUIRY HANDLING<br />DETERMINE EMPLOYEE GOVERNANCE<br />PLAN FOR REPUTATIONAL CRISES<br />DETERMINE METRICS<br />1<br />
  32. 32. 1<br />STUDY & PLAN<br />32<br />MASHABLE.COM<br />CASESTUDIESONLINE.COM<br />SOCIALMEDIAGOVERNANCE.COM<br />WOMMA.ORG<br />FORRESTER MARKETING SUMMIT<br />@KDPAINE<br />@JOWYANG<br />@ARMANO<br />@AMBERCADABRA<br />
  33. 33. 33<br />APRIL 20094,487 GURUS<br />DECEMBER 200916,000 GURUS<br />BL OCHMAN, DEC 2009<br />Be careful of whom you turn to.<br />
  34. 34. 2<br />LISTEN<br />34<br />NOW THAT WE UNDERSTAND THE RISKS AND REWARDS, WHAT SHOULD WE LISTEN FOR?<br />RAPID RESPONSE TO PR CRISES, SALES OPPORTUNITIES<br />DETERMINE SENTIMENT, MOTIVE, ASSOCIATED TOPICS, SHARE OF VOICE<br />CORRECT MISPERCEPTIONS<br />IDENTIFY BRAND CHAMPIONS<br />
  35. 35. PERCENTAGE OF COMPANIES THATHAVE IMPLEMENTED SOCIAL MONITORING PLATFORMS54%<br />PERCENTAGE THAT HAVE NO IDEA<br />46%<br />E-CONSULTANCY, SOCIAL MEDIA AND PR REPORT, NOVEMBER 2009<br />35<br />
  36. 36. 36<br />LOOKBOOK.NU<br />LEVERAGE CO-CREATION<br />OPPORTUNITIES<br />
  37. 37. FREEBIES<br />37<br />GOOGLE ALERTS<br />SAMEPOINT<br />SOCIALMENTION<br />BLOGPULSE<br />TECHNORATI<br />FILTRBOX<br />YACKTRACK<br />TWITTER SEARCH<br />TWENDZ<br />Limited data, limited insights<br />
  38. 38. PAID TOOLS<br />38<br />SAS SMA<br />CYMFONY<br />VISIBLE TECHNOLOGIES<br />RADIAN6<br />SYSOMOS<br />SCOUTLABS<br />MOTIVEQUEST<br />LIFT9<br />Deeper data samples; better results; partnerships with Google, Facebook; rich media & comments; multiple languages <br />
  39. 39. 39<br />SCOUTLABS<br />
  40. 40. 40<br />SCOUTLABS<br />
  41. 41. 41<br />
  42. 42. 42<br />YOU CAN’T JOIN A CONVERSATION ABOUT YOUR OFFERING WITHOUT AN ENTRY POINT. <br />
  43. 43. NOW THAT WE CAN HEAR OUR MARKET, WHAT SHOULD WE PUBLISH?<br />TIME-RESPECTFUL CONTENT, HIGHLY TAGGED AND EASILY CONSUMED <br />THOUGHT LEADERSHIP<br />PROOF POINTS<br />PERSONALITY & STORYTELLING PIECES<br />HOW-TOS AND GUIDES<br />3<br />PUBLISH<br />43<br />
  44. 44. 4<br />NOW THAT WE’RE PUBLISHING, HOW DO WE INTERACT?<br />CREATE ENGAGEMENT GUARDRAILS & GOVERNANCE<br />CREATE OPPORTUNITIES TO INTERACT WITH THE CONTENT<br />HEAR & RESPOND<br />ENGAGE <br />44<br />
  45. 45. ONLINE REPUTATION RESPONSE PROCESS:EXTERNAL SITE / SOCIAL VENUE<br />LOCATION<br />TYPE OF COMMENT<br />45<br />ON-SITE POST<br />EXTERNAL<br />POST<br />BASHING / DEGRADING<br />RANT / SATIRE<br />ERRORS / MISGUIDED<br />NEGATIVE EXPERIENCE<br />POSITIVE COMMENT?<br />TYPE OF RESPONSE<br />MONITOR SILENTLY<br />CONCUR PUBLICLY<br />RESPOND POSITIVELY<br />RESPOND WITH FACTS<br />RECTIFY EXPERIENCE<br />BASED ON US AIR FORCE WEB POSTING RESPONSE ASSESSMENT V2.0<br />
  46. 46. LOCATION<br />TYPE OF COMMENT<br />46<br />ONLINE REPUTATION RESPONSE PROCESS:ORGANIZATIONAL SITE<br />ON-SITE POST<br />EXTERNAL<br />POST<br />BASHING / DEGRADING<br />RANT / SATIRE<br />ERRORS / MISGUIDED<br />NEGATIVE EXPERIENCE<br />POSITIVE COMMENT?<br />TYPE OF RESPONSE<br />MONITOR SILENTLY<br />CONCUR PUBLICLY<br />RESPOND POSITIVELY<br />RESPOND WITH FACTS<br />RECTIFY EXPERIENCE<br />
  47. 47. AND THEN THERE’S WIKIPEDIA<br />47<br />
  48. 48. 48<br />
  49. 49. 49<br />
  50. 50. 50<br />
  51. 51. 51<br />
  52. 52. 52<br />TOOLS LIKE WIKIWATCHER TRACK CLANDESTINE WIKI EDITING AND LINK CHANGES BACK TO ORGANIZATIONS<br />— TRANSPARENCY IS CRUCIAL —<br />
  53. 53. 5<br />INFLUENCE<br />53<br />NOW THAT WE’RE INTERACTING, HOW CAN WE CREATE INFLUENCE?<br />HOW CAN WE ENABLE LIKING, FANNING, AND FORWARDING?<br />HOW CAN WE IDENTIFY THOSE WITH THE GREATEST INFLUENCE AND ENGAGE THEM?<br />
  54. 54. 25,000,000,000<br />54<br />NUMBER OF ITEMS SHARED BY FACEBOOK USERS EVERY MONTH <br />FACEBOOK, APRIL 2010<br />
  55. 55. 55<br />FIFTH HIGHEST SALES DAY EVER FOR VIRGIN AMERICA THROUGH “PROMOTED TWEETS” (APRIL 20, 2010)<br />
  56. 56. 56<br />UNITED AIRLINES SHARE VALUE LOST DURING “UNITED BREAKS GUITARS”<br />$180,000,000<br />
  57. 57. 57<br />
  58. 58. ACTIVATION<br />58<br />6<br />HOW CAN OUR INFLUENCE INSPIRE ACTION?<br />WHAT BRAND OR PRODUCT ADVOCACY HAVE WE GENERATED?<br />HOW DO THOSE ACTIONS AMPLIFY OUR VALUE?<br />
  59. 59. 59<br />“I COULD HAVE JUST NAMED THIS THING THE VX150 OR ZI8. BUT I THOUGHT THAT THE PEOPLE WHO BUY THE PRODUCT SHOULD COME UP WITH SOMETHING MEANINGFUL TO THEM.” – JEFFREY HAYZLETT,CMO, KODAK<br />
  60. 60. 60<br />DDB Canada’s job was to bring Salty to life in social media, to extend the campaign long after the spots had run. Our Radar team engaged on Twitter, Facebook, YouTube and even ChatRoulette using Salty’s “voice.”<br />
  61. 61. 61<br />
  62. 62. 62<br />
  63. 63. 63<br />
  64. 64. 64<br />Salty’s been featured in numerous blogs and in traditional press.<br />
  65. 65. 65<br />People have uploaded videos of their kids interacting with the salt shakers – some videos have received thousands of views.<br />
  66. 66. 66<br />
  67. 67. 67<br />
  68. 68. 68<br />
  69. 69. SALTY’S SOCIAL CAMPAIGN RESULTS<br />69<br />6000 FACEBOOK FANS<br />400,000+ VIDEO VIEWS<br />1000 TWITTER FOLLOWERS<br />18,000 SALTY & PEP SHAKERS SOLD in FIRST 25 DAYS<br />HIGHEST SITE TRAFFIC EVER<br />SIDEKICKS SALES ROSE BY 10%<br />SIDEKICKS SURPASSED UNCLE BEN’S AS #1 BRAND IN MEAL ACCOMPANIMENTS<br />
  70. 70. SALTY’S SOCIAL CAMPAIGN LEARNINGS<br />70<br />ENGAGEMENT DEMOGRAPHIC 70% FEMALE, 30% MALE – 62% WERE AGED 25-34<br />HUMOROUS TWEETS RECEIVED MORE ATTENTION THAN BRAND MESSAGES<br />USERS WERE ATTRACTED MORE TO CONVERSATIONAL TOPICS AND LEADING QUESTIONS<br />
  71. 71. TRADITIONAL AND SOCIAL REINFORCE ONE ANOTHER<br />71<br />Traditional and social efforts work incredibly well together. Traditional can create and supercharge a conversation, and social can sustain that conversation.<br />
  72. 72. BRANDED SITE<br />EXTERNAL MKTG-MANAGED PRESENCE<br />EXTERNAL THIRD-PARTY SITE<br />TRADITIONAL MEDIA/PR<br />Integrated Traditional/Social Marketing Mix<br />AWARENESS<br />NEED<br />DETERMINATION<br />EVALUATION/COMPARISON<br />PURCHASE<br />LOYALTY<br />TOPICAL COMMUNITIES: <br />IP, HELPFUL TIPS<br />PRODUCT LAUNCH MICROSITE<br />S T O R Y T E L L I N G<br />DOT-COM SITE<br />HELPFUL RESOURCES<br />RECIPES<br />SEO<br />COMMENTS<br />EVENTS<br />COMPANY BLOG (IP)<br />FACEBOOK FAN PAGE<br />ONLINE SAMPLING<br />E-COMMERCE PARTNER<br />ONLINE<br />YOUTUBE CHANNEL: STORYTELLING, IP<br />PRINT<br />EXTERNAL BLOGS: IP, TIPS<br />OUTDOOR<br />Social can also help push consumers through the funnel by providing proof points and helpful information at various stages of purchase consideration.<br />PR<br />SAMPLING PGMS<br />RETAIL<br />72<br />
  73. 73. 73<br />LocalsKnow.ca: great DDB example of traditional and social media working together to leverage customer co-creation and trust.<br />
  74. 74. SUMMARY POINTS<br />74<br />
  75. 75. 75<br />AUDIENCES HAVE CHANGED FASTER THAN WE’VE REACTED<br />OUR LENSES CLOUD OUR PERCEPTION OF THIS CHANGE<br />TRUST DRIVES PREFERENCE, TRANSACTIONS & REPUTATION<br />
  76. 76. 76<br />REEXAMINE MARKETING IN TERMS OF DIALOGUE, TRUST, ENGAGEMENT, INFLUENCE<br />CONSIDER A STEPPED APPROACH<br />LET YOUR AUDIENCE CO-CREATE<br />
  77. 77. 77<br />SOCIAL AND TRADITIONAL TURBOCHARGE ONE ANOTHER AND SHOULD BE PLANNED TOGETHER<br />THINK MARKETING ENERGY, MORE THAN MARKETING SPEND<br />GIVE YOURSELF TIME<br />
  78. 78. Slideshare.net/weave<br />
  79. 79. @weave<br />@RADARDDB<br />
  80. 80. 80<br />DDB is the world’s largest advertising agency by revenue, WITH 200 OFFICES IN 90 COUNTRIES.<br />TRIBAL DDB is the AWARD-WINNING digital division of DDB, with 56 offices and 1200 employees worldwide. <br />RADAR is OUR SOCIAL BUSINESS SPECIALTY AREA. OUR 20-PERSON RADAR DDB TEAM IN VANCOUVER CREATES AWARD-WINNING SOCIAL PROGRAMS FOR NUMEROUS ORGANIZATIONS.<br />
  81. 81. THANK YOU.AND QUESTIONS.<br />
  82. 82. FOR COUNSEL ON HOW TO SOCIALIZE YOUR ENTERPRISE, CONTACT HELENE LEGGATT AT 780-917-6600.<br />82<br />

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