soon, everything will be social
social media spending in the U.S.
will increase from $716 million this
year to more than $3.1 billion in 2014
86,000


                                   375,000,000


                                   30,000,000


                ...
7       7
7

    7


        VII
consumers want more
participation and even control
relationships with media are more complex than ever
we want to do business with a person
expectations
are higher
there’s no such thing as perfect
attention is the new scarcity
the MP3 is good enough
So
what is the future of advertising?
it ain’t   an ad
then
now
the consumer
  used to watch
now
she creates
she takes control
she possesses
        new power
this is a brand
       This is a brand
marketing plans
 as we know them
are dead
this is a new way to
    build a brand
advertising told stories
Social media is about getting
others to tell our stories for us
what is creative?
It’s about inspiring
customers to write and
create those stories with
us.
audience or community?
Art of the Trench
Social media invites the consumer to
become the story.
how do I get you to care about my brand?
how does my brand prove it cares about you?
social media is really about relationships
listen
engage
inspire
build
mobilize
relationship
strategy
tactics
timetable
analytics
social media analysis construct
                                     Pillars of Social Media Measurement


               ...
launching a new product with nothing but
              social media
results




E-P1 sells out nationwide within first 60 days
building and engaging a community
results



Ted Allen Facebook post


Publicity launch




   175 million media impressions
   1,800 Facebook fans/Twitter ...
mobilizing an employee base
results


                                                                             May 1, 2009 - August 15, 2009


00:...
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Everything Is Social

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Nothing really new here, just a modified version of previous decks. This one used to provide clients with some basic overview of social media and consumer habits.
Here are notes that go with it.
1.Not a lot new in this presentation, but a modified version of previous content for presentation to Mullen clients regarding social media trends, consumer behavior, and what brands are and can be doing.
2.Numbers. Every presentation needs some numbers. Proves that what you’re talking about is significant. And yes, social media spending, from paid to organic is growing.
3.The equivalent of 86,000 full length Hollywood feature films are uploaded to YouTube weekly. Facebook is fifth largest country in world. Twitter up. Lots of people blog. Get it. The consumer is participating, generating content, sharing, distributing, being the medium.
4.The seven trends as I see them.
5.From fan pages to blogs to Twitter to communities to rants to comments.
6. Still love this.
7.Branson, Jobs, Hsieh, even Frank from Comcast and the guys and women on Twelpforce.
8.Don’t f*&^ with me or I’ll tweet you up.
9.What, you think one insight and one campaign message work in a world where we can’t even agree on a spaghetti sauce?
10.No one has time for your message. Too busy creating their own.
11.Fast, portable, accessible. That’s the new definition of quality.
12. No one really knows.
13.But this is for sure.
14.Remember this? The great Maxell ad?
15.What side of the camera are you on?
16. A brand makes a spot.
17. A day later the consumer version is on YouTube.
18. Old story but still a good one.
19.You wanna negotiate?
20.No, he’s not a used car salesman. He may be the new best example of how to build a business.
21.Video camera, folding table, honest content = $80 million business.
22. Campfire deserves all the awards.
23.Who needs mainstream media when there are bloggers and videographers to spread the word. Learn how to connect, engage and inspire them.
24.A roach coach and a Twitter account (and a decent bbq sauce) are all it takes to busild a business.
25.HP makes some spots.
26.But who’s really going to tell the story.
27. That’s right, we are. Check out You on You.
28. Yes, the content needs to be good, and people do like entertainment, but think of them as a medium, not just an audience.
29. And don’t forget the value of embed code.
30.Don’t know how successful, but a cool idea.
31.Because it thinks in terms of a customer’s relationship to media and content not just to a category and brand. And it realizes that in social you product isn’t your product, it’s your content.
32.Take the easy way out, get your consumer to do the work. They want to anyway.
33.Looks like an ad, right?
34.Nope. It’s really just the beginning of a conversation. An invitation to talk, share, engage. And for the brand a chance to listen.
35.Love this. http://artofthetrench.com

36.If you need convincing, check out how many times people share and pass stuff around.
37.Even better, let your community BE the story.
38. Even better, let your community BE the story.
39. ...a platform that helps workers find jobs.
40.Consumers create, share, pass along and join in the donation of money to Feeding America. The Bread Art Project
41.Dunkin’ helps its customers look good to their friends and sells more coffee in the process.
42.What’s a presentation without something from Nike.
43. Crowdsourcing is everywhere.
44.Our online magazine written by Gen Y. It gives young writers a chance to develop a voice. It offers us an experiment and lesson in crowdsourcing. It gives brands access and insight to their future and current community of Millennials. http://thenextgreatgeneration.com
45.Big news.
46.Not sure this really lines up with the brand’s persona, but it’s a big idea. And it says that community matters to every brand.
47.Used to say: Good advertising tells you what a product doe

Published in: Business, Technology

Everything Is Social

  1. soon, everything will be social
  2. social media spending in the U.S. will increase from $716 million this year to more than $3.1 billion in 2014
  3. 86,000 375,000,000 30,000,000 200,000,000 source: ecom score media metrics
  4. 7 7 7 7 VII
  5. consumers want more participation and even control
  6. relationships with media are more complex than ever
  7. we want to do business with a person
  8. expectations are higher
  9. there’s no such thing as perfect
  10. attention is the new scarcity
  11. the MP3 is good enough
  12. So what is the future of advertising?
  13. it ain’t an ad
  14. then
  15. now
  16. the consumer used to watch
  17. now she creates
  18. she takes control
  19. she possesses new power
  20. this is a brand This is a brand
  21. marketing plans as we know them are dead
  22. this is a new way to build a brand
  23. advertising told stories
  24. Social media is about getting others to tell our stories for us
  25. what is creative?
  26. It’s about inspiring customers to write and create those stories with us.
  27. audience or community?
  28. Art of the Trench
  29. Social media invites the consumer to become the story.
  30. how do I get you to care about my brand?
  31. how does my brand prove it cares about you?
  32. social media is really about relationships
  33. listen engage inspire build mobilize
  34. relationship strategy tactics timetable analytics
  35. social media analysis construct Pillars of Social Media Measurement Reach Discussions Outcomes Quantity Quality Topics Sentiment Site traffic Purchase intent • What’s the volume of brand • Which topics or themes are • What’s the level of site engagement mentions across the social Web? discussions centered around? resulting from social Web efforts? • How many authors are generating • How does this compare with what • Which referral sources drive these mentions? you want consumers to talk about? purchase intent? • What’s the profile of authors • What’s the composition of talking about the brand – social mentions – positive vs. negative? influence and/ or engagement activeness? • How does this change over time as a gauge of brand health? • Where are these mentions and discussions taking place?
  36. launching a new product with nothing but social media
  37. results E-P1 sells out nationwide within first 60 days
  38. building and engaging a community
  39. results Ted Allen Facebook post Publicity launch 175 million media impressions 1,800 Facebook fans/Twitter followers 400,000 site visits 25,000+ bread art uploads $50,000 donated to Feeding America
  40. mobilizing an employee base
  41. results May 1, 2009 - August 15, 2009 00:03:20 00:01:00 May 1, 2009 - May 31, 2009 June 1, 2009 - June 30, 2009 July 1, 2009 - August 15, 2009 • Site traffic increases by 100% • Time spent on site virtually doubles

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