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marketing through


                         and relationships



Sunday, March 28, 2010
I tell my friends about your brand

            not because I like your brand
                          but because I like...
450,000,000


                                     86,000


                                     50,000,000


            ...
Sunday, March 28, 2010
Sunday, March 28, 2010
Exclusive deals or offers    36.90%

                                            YES                       i am a current ...
Exclusive deals or offers.   43.50%


                          NO                YES
                                    ...
Sunday, March 28, 2010
Sunday, March 28, 2010
Sunday, March 28, 2010
we used to watch




Sunday, March 28, 2010
now we create




Sunday, March 28, 2010
our relationships with media are
   more complex than ever

Sunday, March 28, 2010
community is our new source of content


Sunday, March 28, 2010
we want to do business with a person


Sunday, March 28, 2010
we possess more power than ever




Sunday, March 28, 2010
and we take it wherever we go


Sunday, March 28, 2010
there’s no such thing as perfect, only perfects


Sunday, March 28, 2010
the mp3 is good enough


Sunday, March 28, 2010
attention is the new scarcity




Sunday, March 28, 2010
Sunday, March 28, 2010
Social media is about getting
                         others to tell our stories for us




Sunday, March 28, 2010
Sunday, March 28, 2010
Sunday, March 28, 2010
Sunday, March 28, 2010
Sunday, March 28, 2010
It’s about inspiring them to
                         actually write and create
                         those stories wit...
Sunday, March 28, 2010
Sunday, March 28, 2010
Sunday, March 28, 2010
Sunday, March 28, 2010
Sunday, March 28, 2010
Better yet, allow the consumer to become
                         the story.




Sunday, March 28, 2010
Sunday, March 28, 2010
Sunday, March 28, 2010
Sunday, March 28, 2010
Sunday, March 28, 2010
audience    community
                             target   engage
                          message     content
         ...
build listening stations




Sunday, March 28, 2010
Text




Sunday, March 28, 2010
$




Sunday, March 28, 2010
engage based on a user’s mode




Sunday, March 28, 2010
rethink your brief




Sunday, March 28, 2010
March 2010
                              1    2    3    4    5    6




                         7    8    9    10   11   ...
Sunday, March 28, 2010
social content                                                        blogosphere
                                        ...
Sunday, March 28, 2010
change your organization




Sunday, March 28, 2010
Sunday, March 28, 2010
Sunday, March 28, 2010
Sunday, March 28, 2010
Sunday, March 28, 2010
listening       presence              content         blogger relations       utility
              stations       enginee...
commitment




Sunday, March 28, 2010
agility


                         agility




Sunday, March 28, 2010
Sunday, March 28, 2010
Sunday, March 28, 2010
Sunday, March 28, 2010
thank you.




Sunday, March 28, 2010
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Marketing Through Social Media And Relationships

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It's not the platforms that matter, it's consumer and user behavior. Eight undeniable trends suggest we need to conceive ideas that generate content, get better at inspiring others to tell our stories, and finally, to change our vocabulary. From audience to community, from media plan to interest plan, from penetrate to collaborate.

Marketing Through Social Media And Relationships

  1. marketing through and relationships Sunday, March 28, 2010
  2. I tell my friends about your brand not because I like your brand but because I like my friends Sunday, March 28, 2010
  3. 450,000,000 86,000 50,000,000 200,000,000 source: ecom score media metrics Sunday, March 28, 2010
  4. Sunday, March 28, 2010
  5. Sunday, March 28, 2010
  6. Exclusive deals or offers 36.90% YES i am a current customer. 32.90% NO 40.10% Interesting or entertaining content. 18.20% 59.90% Other people I know are fans of the brand. 6.20% Service, support or product news 5.00% Other 0.70% have you ever “friended” a brand what is the primary reason you on Facebook or MySpace? “friend” a brand? Source: Razorfish study Sunday, March 28, 2010
  7. Exclusive deals or offers. 43.50% NO YES i am a current customer. 23.50% 74.50% Interesting or entertaining content 22.70% 25.50% Other people I know are fans of the brand. 6.30% Service, support or product news 3.50% Other 0.40% have you ever followed a what is the primary reason you brand on Twitter? follow a brand on Twitter? Source: Razorfish study Sunday, March 28, 2010
  8. Sunday, March 28, 2010
  9. Sunday, March 28, 2010
  10. Sunday, March 28, 2010
  11. we used to watch Sunday, March 28, 2010
  12. now we create Sunday, March 28, 2010
  13. our relationships with media are more complex than ever Sunday, March 28, 2010
  14. community is our new source of content Sunday, March 28, 2010
  15. we want to do business with a person Sunday, March 28, 2010
  16. we possess more power than ever Sunday, March 28, 2010
  17. and we take it wherever we go Sunday, March 28, 2010
  18. there’s no such thing as perfect, only perfects Sunday, March 28, 2010
  19. the mp3 is good enough Sunday, March 28, 2010
  20. attention is the new scarcity Sunday, March 28, 2010
  21. Sunday, March 28, 2010
  22. Social media is about getting others to tell our stories for us Sunday, March 28, 2010
  23. Sunday, March 28, 2010
  24. Sunday, March 28, 2010
  25. Sunday, March 28, 2010
  26. Sunday, March 28, 2010
  27. It’s about inspiring them to actually write and create those stories with us. Sunday, March 28, 2010
  28. Sunday, March 28, 2010
  29. Sunday, March 28, 2010
  30. Sunday, March 28, 2010
  31. Sunday, March 28, 2010
  32. Sunday, March 28, 2010
  33. Better yet, allow the consumer to become the story. Sunday, March 28, 2010
  34. Sunday, March 28, 2010
  35. Sunday, March 28, 2010
  36. Sunday, March 28, 2010
  37. Sunday, March 28, 2010
  38. audience community target engage message content media plan interest plan penetrate collaborate Sunday, March 28, 2010
  39. build listening stations Sunday, March 28, 2010
  40. Text Sunday, March 28, 2010
  41. $ Sunday, March 28, 2010
  42. engage based on a user’s mode Sunday, March 28, 2010
  43. rethink your brief Sunday, March 28, 2010
  44. March 2010 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Sunday, March 28, 2010
  45. Sunday, March 28, 2010
  46. social content blogosphere Channel content is promoted and posted to blogs. Profiles drive traffic Profiles are search Channel content is to the content posted to profiles. promoted to Original branded channels. the blogs. content and utility Blogs will drive traffic and social networks members to the profiles. Friends and fans join your network. Sunday, March 28, 2010
  47. Sunday, March 28, 2010
  48. change your organization Sunday, March 28, 2010
  49. Sunday, March 28, 2010
  50. Sunday, March 28, 2010
  51. Sunday, March 28, 2010
  52. Sunday, March 28, 2010
  53. listening presence content blogger relations utility stations engineering creation applications employee viral mobilization crisis management search engine crowdsourcing mobilization optimization brand strategy web alliances measurement creative development analytics Sunday, March 28, 2010
  54. commitment Sunday, March 28, 2010
  55. agility agility Sunday, March 28, 2010
  56. Sunday, March 28, 2010
  57. Sunday, March 28, 2010
  58. Sunday, March 28, 2010
  59. thank you. Sunday, March 28, 2010

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