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respect the internet _2011

      _takeaways from the 2nd Annual RTI Event
Respect the Internet

   Ketchum’s 2nd annual day-long
    conversation / debate about the role
    companies can (and sh...
Respect the Internet
_Target People, not the Internet

                           The Internet is not the medium;
                            ...
_Hire Traitors

   Companies have profit
    motives while consumers do
    not. The Internet has
    exacerbated this di...
_What is “Authentic?”

                     Given the profit motive of most
                      companies, “authentic” ...
_Remember What a "Conversation" Is

   When monitoring online
    exchanges, companies should
    stay away when not answ...
_Apologize
                         "When something can and does go
                          wrong, someone will probabl...
_Companies, Identify Yourselves

                  Communities like              and
                              place ...
_Stop Asking for "Branded" Movements

                                           Companies rarely, if ever, begin a
     ...
_Support Organic Movements
   Companies should seek to support organic causes rather than creating
    branded, controlle...
_Enter Communities Where Your Brand Fits in

                                     Geography is no longer the sole
       ...
_Cultivate Online Advocates through Slower
Relationship-Building

   Brands demanding quick spikes in
    online engageme...
_Pursue Influential Communities,
Not Big Ones
                   How many of                    nearly one
              ...
_Value-Added Content
                                       Online communities will seek out
                            ...
_ Customize Your Brand's Digital Mix


                     The Internet has much to offer for
                      comp...
Jonathan Kopp
 Partner & Global Director



 jonathan.kopp@ketchum.com
        @jonathankopp




respect the internet _201...
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Ketchum's Respect the Internet 2 ( #RTI2011 ) Slide 1 Ketchum's Respect the Internet 2 ( #RTI2011 ) Slide 2 Ketchum's Respect the Internet 2 ( #RTI2011 ) Slide 3 Ketchum's Respect the Internet 2 ( #RTI2011 ) Slide 4 Ketchum's Respect the Internet 2 ( #RTI2011 ) Slide 5 Ketchum's Respect the Internet 2 ( #RTI2011 ) Slide 6 Ketchum's Respect the Internet 2 ( #RTI2011 ) Slide 7 Ketchum's Respect the Internet 2 ( #RTI2011 ) Slide 8 Ketchum's Respect the Internet 2 ( #RTI2011 ) Slide 9 Ketchum's Respect the Internet 2 ( #RTI2011 ) Slide 10 Ketchum's Respect the Internet 2 ( #RTI2011 ) Slide 11 Ketchum's Respect the Internet 2 ( #RTI2011 ) Slide 12 Ketchum's Respect the Internet 2 ( #RTI2011 ) Slide 13 Ketchum's Respect the Internet 2 ( #RTI2011 ) Slide 14 Ketchum's Respect the Internet 2 ( #RTI2011 ) Slide 15 Ketchum's Respect the Internet 2 ( #RTI2011 ) Slide 16 Ketchum's Respect the Internet 2 ( #RTI2011 ) Slide 17
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Ketchum's Respect the Internet 2 ( #RTI2011 )

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A Ketchum discussion/debate/ brawl held live in NYC and streaming free across the web on October 6, 2011 to explore whether marketing is ruining the internet.

What role can and should companies and brands play in shaping online culture? Will marketing and internet culture ever be able to coexist in harmony? Is there a middle ground between what marketers want to offer and what web users actually want?

A distinguished group of keynote speakers and panelists joined us to discuss this issues.

Here is a high-level summary of key takeaways. For more information, including full video coverage of the event, visit www.respecttheinternet.com.

Credits: Many thanks to Ketchum's Brian Keenan for his work on this fine presentation.

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Ketchum's Respect the Internet 2 ( #RTI2011 )

  1. 1. respect the internet _2011 _takeaways from the 2nd Annual RTI Event
  2. 2. Respect the Internet  Ketchum’s 2nd annual day-long conversation / debate about the role companies can (and should or should not) play in shaping online culture  Speakers from , , , , and more  7,000+ live-streams; 100,000+ reach on  All recorded content available at 
  3. 3. Respect the Internet
  4. 4. _Target People, not the Internet  The Internet is not the medium; rather, people are the medium.  People share content, purchase goods and join Internet communities based on their actual interests.  Marketers mistakenly objectify online audiences when they Dr. David Weinberger, ignore their interests. co-author of
  5. 5. _Hire Traitors  Companies have profit motives while consumers do not. The Internet has exacerbated this disparity.  For companies to be believed, marketing and communications companies need employees who will tell the truth. Hire “Benedict Arnolds” to  “Traitors" provide Represent consumer interests transparency for smart online consumers.
  6. 6. _What is “Authentic?”  Given the profit motive of most companies, “authentic” in regards to a company or brand has lost meaning.  Companies underestimate the ability of savvy consumers to identify inconsistencies between brand promises and company actions.  Companies must strive for consistency and transparency online and offline.
  7. 7. _Remember What a "Conversation" Is  When monitoring online exchanges, companies should stay away when not answering consumer needs or meanfully adding to conversations.  Act only upon those mentions, tweets, posts or comments that are for your company, not about it. Erik Martin, & Jeff Simmermon,
  8. 8. _Apologize  "When something can and does go wrong, someone will probably complain about it online." – A digital corollary to Murphy’s Law  Online negativity can be damaging to reputation and stock price if not well managed.  Brands should apologize online without admitting legal culpability. Erik Martin, & Jeff Simmermon,  A simple apology often diffuses a volatile situation and earns brand advocates.
  9. 9. _Companies, Identify Yourselves  Communities like and place priority on user identity, while forums like , and value anonymity. and offer the flexibility to choose real names or pseudonyms.  However, this flexibility does not apply to companies.  Brands should always identify themselves online or risk a serious backlash.
  10. 10. _Stop Asking for "Branded" Movements  Companies rarely, if ever, begin a true movement.  Instead, companies act as the accelerant for a movement by catalyzing action, solidifying a collective identity and empowering cause evangelists.  Brands should often quiet their own Marty Cooke, chief creative officer, U.S., ; message when supporting a Kristen Engberg, principal at ; movement. Mark Horvath, founder of
  11. 11. _Support Organic Movements  Companies should seek to support organic causes rather than creating branded, controlled CSR efforts.  Ideally, companies support causes to build goodwill affinity, not to create advertisements or sell products.  A hallmark of a transparent brand-cause relationship is the brand asking nothing in return for their support.
  12. 12. _Enter Communities Where Your Brand Fits in  Geography is no longer the sole indicator of "place."  Online communities with shared affinities provide a real locale, forum or safe place for members.  Brands must research and understand the tone and conventions of a community before entering.  Make sure your brand's value proposition aligns with an existing community need or want; a misaligned message will be met Cole Stryker, with criticism. Author, ; Chris Menning, Viral Media Researcher, ; Rob Beschizza, Managing Editor,
  13. 13. _Cultivate Online Advocates through Slower Relationship-Building  Brands demanding quick spikes in online engagement to prove ROI miss out on forging authentic, enduring relationships.  Communities need time to absorb a brand's message.  If the budget allows, shift measurement _spike in engagement goals from immediate transactional benefits to durable, longer-term relationships.
  14. 14. _Pursue Influential Communities, Not Big Ones  How many of nearly one billion users joined the site to follow a brand?  Focus on the impact of an online community, not its overall size.  A relatively small community of dedicated brand evangelists will provide a demonstrably greater impact than a higher volume of users who only "like" the brand's Facebook page.
  15. 15. _Value-Added Content  Online communities will seek out and pay for value-added content.  Brands that help enrich the experience of niche and paid communities will win super- advocates.  However, brands must first identify their own value-proposition.  Misguided approaches infringe on the monetary relationship between Todd Sawicki, consumer and community. Chief Revenue Officer, ; Gary Hoenig, GM & Editorial Director, ; Greg Goodfried, President and Co-founder,
  16. 16. _ Customize Your Brand's Digital Mix  The Internet has much to offer for companies and brands beyond social networking sites like and .  Brands and marketers need to educate themselves on the wide variety of online platforms, tools and communities to find their ideal digital mix.
  17. 17. Jonathan Kopp Partner & Global Director jonathan.kopp@ketchum.com @jonathankopp respect the internet _2011 _takeaways from the 2nd Annual RTI Event
  • ihargan

    Feb. 24, 2013
  • BrianSnyder

    Nov. 18, 2011

A Ketchum discussion/debate/ brawl held live in NYC and streaming free across the web on October 6, 2011 to explore whether marketing is ruining the internet. What role can and should companies and brands play in shaping online culture? Will marketing and internet culture ever be able to coexist in harmony? Is there a middle ground between what marketers want to offer and what web users actually want? A distinguished group of keynote speakers and panelists joined us to discuss this issues. Here is a high-level summary of key takeaways. For more information, including full video coverage of the event, visit www.respecttheinternet.com. Credits: Many thanks to Ketchum's Brian Keenan for his work on this fine presentation.

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