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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 should...
Respect the Internet
_Target People, not the Internet                           The Internet is not the medium;                            rat...
_Hire Traitors   Companies have profit    motives while consumers do    not. The Internet has    exacerbated this dispari...
_What is “Authentic?”                     Given the profit motive of most                      companies, “authentic” in ...
_Remember What a "Conversation" Is   When monitoring online    exchanges, companies should    stay away when not answerin...
_Apologize                         "When something can and does go                          wrong, someone will probably ...
_Companies, Identify Yourselves                  Communities like              and                              place pri...
_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, controlled ...
_Enter Communities Where Your Brand Fits in                                     Geography is no longer the sole          ...
_Cultivate Online Advocates through SlowerRelationship-Building   Brands demanding quick spikes in    online engagement t...
_Pursue Influential Communities,Not Big Ones                   How many of                    nearly one                 ...
_Value-Added Content                                       Online communities will seek out                              ...
_ Customize Your Brands Digital Mix                     The Internet has much to offer for                      companies...
Jonathan Kopp Partner & Global Director jonathan.kopp@ketchum.com        @jonathankopprespect the internet _2011          ...
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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.

Published in: Business, Technology
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  • Kudos to Ketchum's own Brian Keenan for his fine work on this 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 theyDr. 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 ownMarty Cooke,chief creative officer, U.S., ; message when supporting aKristen 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 brands value proposition aligns with an existing community need or want; a misaligned message will be metCole Stryker, with criticism.Author, ;Chris Menning,Viral Media Researcher, ;Rob Beschizza,Managing Editor,
  13. 13. _Cultivate Online Advocates through SlowerRelationship-Building Brands demanding quick spikes in online engagement to prove ROI miss out on forging authentic, enduring relationships. Communities need time to absorb a brands 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 brands 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 betweenTodd Sawicki, consumer and community.Chief Revenue Officer, ;Gary Hoenig,GM & Editorial Director, ;Greg Goodfried,President and Co-founder,
  16. 16. _ Customize Your Brands 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 @jonathankopprespect the internet _2011 _takeaways from the 2nd Annual RTI Event

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