The New Conversation:
Engaging Your Audience in the New Age of
Communications




                               Presented...
Traditional Marketing...




                           © 2009 Stamats, Inc. -
Traditional Marketing...


Marketing is the activity, set of
institutions and processes for
creating, communicating,
deliv...
Evolution                                          1880s

                                  1867                          ...
Old Media




            © 2009 Stamats, Inc. -
Old Media




            © 2009 Stamats, Inc. -
The Golden Age




        © 2009 Stamats, Inc. -
The Digital Sea Change




                         © 2009 Stamats, Inc. -
New Marketing...




                   © 2009 Stamats, Inc. -
New Marketing...


It’s still about...
• Moving people from awareness to action
• Engaging with people
• Brand association...
Re-Evolution

                              Social
                           Bookmarking

              MicroBlogs       ...
New Media




            © 2009 Stamats, Inc. -
New Media




            © 2009 Stamats, Inc. -
“If marketers and ad agencies take the approach of
continually trying to corner consumers where the biggest
  ow of them a...
The New Kids in Town




Founders of Connected Ventures (College Humor, Busted Tees)

                                    ...
© 2009 Stamats, Inc. -
Marketing is now a conversation




                                  © 2009 Stamats, Inc. -
Stop Shouting...




                   © 2009 Stamats, Inc. -
Start Listening...




                     © 2009 Stamats, Inc. -
Start Listening...


“We make, you talk.
We talk, you listen.”

- IBM




                        © 2009 Stamats, Inc. -
Don’t Talk Down to Me




               © 2009 Stamats, Inc. -
Find Your Voice




          © 2009 Stamats, Inc. -
Con·ver·sa·tion
Pronunciation: ˌkän-vər-ˈsā-shən
Function: noun
oral exchange of sentiments, observations, opinions, or id...
The Four Conversational Maxims
      Paul Grice - Philosopher of Language




                                            ...
The Four Conversational Maxims
           Paul Grice - Philosopher of Language


  ‘Make your conversational contribution ...
Maxims of Quality




             Truth   Facts




                             © 2009 Stamats, Inc. -
Maxims of Quantity

                     Too Much




               Be Informative



                     Information


...
Maxim of Relation


                    Relevancy




   Topic             Audience   Medium




                         ...
Maxims of Manner

                    Avoid
                   Obscurity




  Be Brief                     Be orderly



...
Just Say “No” to Control!

                            © 2009 Stamats, Inc. -
Yes, they will occasionally say bad things
about you...
                                             © 2009 Stamats, Inc. -
Be transparent




            © 2009 Stamats, Inc. -
Be honest




            Be genuine

               © 2009 Stamats, Inc. -
“Conversation should be pleasant without
scurrility, witty without affectation, free without
indecency, learned without co...
The Conversation is ambient




                    © 2009 Stamats, Inc. -
Levels of Intimacy




    Courtesy of Ji Lee | http://pleaseenjoy.com/

                                                 ...
Plant the seed...




                    © 2009 Stamats, Inc. -
Let the conversation grow

                   © 2009 Stamats, Inc. -
Twilight Fan Sites




                     © 2009 Stamats, Inc. -
Cafe New Paltz




                 © 2009 Stamats, Inc. -
Engage Furman Community




                          © 2009 Stamats, Inc. -
Engage Furman Community




                          © 2009 Stamats, Inc. -
The Rise of Facebook, and the Fall of MySpace
             Again, it’s about conversation




                            ...
Facebook vs. MySpace (last 2 years)




                                      © 2009 Stamats, Inc. -
Facebook - makes conversation easy




                                     © 2009 Stamats, Inc. -
MySpace - makes conversation difficult




                                       © 2009 Stamats, Inc. -
Brands with bad “Social Skills”




                                  © 2009 Stamats, Inc. -
VisitDenmark
Who’s your Daddy?




                    © 2009 Stamats, Inc. -
VisitDenmark
Who’s your Daddy?




                    © 2009 Stamats, Inc. -
VisitDenmark
Who’s your Daddy?

                                  The Aftermath

       • Received 800,000 views on YouTub...
Maytag
Don’t Mess with Dooce




                        © 2009 Stamats, Inc. -
Maytag
Don’t Mess with Dooce




                        © 2009 Stamats, Inc. -
PizzaHut
Sorry, we're just here for the marketing team




                                                © 2009 Stamats,...
PizzaHut
Sorry, we're just here for the marketing team




                                                © 2009 Stamats,...
Brands that get it!




                      © 2009 Stamats, Inc. -
Pancheros
They talk AND listen!




                        © 2009 Stamats, Inc. -
Zappos




         © 2009 Stamats, Inc. -
Skittles
Conversation or Stunt?




                         © 2009 Stamats, Inc. -
Vitamin Water




                © 2009 Stamats, Inc. -
Texas A&M




            © 2009 Stamats, Inc. -
Next Steps... The Future




                           Most are under 4 foot
                           tall
            ...
The kids are alright




             © 2009 Stamats, Inc. -
Generation Z
    • Born between the mid 1990s to late 2000s

    • Often referred to as “digital natives”

    • Highly co...
Generation Z and technology
    • Everything has an answer

    • “I’ll just Google it.”

    • Hyper focused and bred to ...
Club Penguin




               © 2009 Stamats, Inc. -
Club Penguin




       • September 2009 - 2,411,715 unique visitors

       • September 2009 - 13,932,640 total visits


...
Webkinz




          © 2009 Stamats, Inc. -
Webkinz




          • September 2009 - 4,020,311 unique visitors

          • September 2009 - 24,476,592 total visits

...
Final Thoughts




                 © 2009 Stamats, Inc. -
The Weatherman is usually wrong, but...




                                          © 2009 Stamats, Inc. -
Thank You...

You may view & download
this presentation on
SlideShare

www.slideshare.net/scottleamon




Twitter: @ScottL...
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The New Conversation: Engaging Your Audience in the New Age of Communications

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Traditional marketing as we have known it for half a century is changing at a quickening rate. The once tried and true method of broadcasting one-way messages in bulk, limited to words and images, has morphed into a two-way conversation between your brand and your audience. Now, marketers are faced with the biggest challenge yet... how, when and where do we communicate?

In this session we’ll look at successful and not-so successful social media campaigns where the audience molded the message. Examine ways we as marketers can communicate in a language and tone expected from our audience. Also, look towards the future and anticipate inevitable changes in marketing and discuss strategies for moving into this New Age of Communications.

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  • Traditional marketing is simply not compatible with the social web
    Marketing is no longer about things. It's about people, and how it brings people together. People have taken over completely. Companies, and their products, don't have a place in it. We went from companies being in control of the message, to not even be a part of the message itself.
  • Just cool illustration
  • A. Maxims of quality 1. Do not say what your believe to be false.2. Do not say that for which you lack adequate evidence.
  • B. Maxims of quantity 1. Make your contribution as informative as required.2. Do not make your contribution more informative than is required.
  • C. Maxim of relation 1. Be relevant.
  • D. Maxims of manner 1. Avoid obscurity of expression.2. Avoid ambiguity.3. Be brief.4. Be orderly.
  • = organic growth ....
  • EVERYTHING IS SOCIAL
  • The New Conversation: Engaging Your Audience in the New Age of Communications

    1. 1. The New Conversation: Engaging Your Audience in the New Age of Communications Presented by: Scott Leamon Senior Experience Designer, Community Manger, Stamats Twitter: @ScottLeamon © 2009 Stamats, Inc. -
    2. 2. Traditional Marketing... © 2009 Stamats, Inc. -
    3. 3. Traditional Marketing... Marketing is the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large. © 2009 Stamats, Inc. -
    4. 4. Evolution 1880s 1867 1922 Trademarks Branding Billboards Radio 1839 1941 Posters Television 1836 1950s Paid Ads Telemarketing Newspapers 1730s 1995 Dot-COM Magazines Bubble Consumer © 2009 Stamats, Inc. -
    5. 5. Old Media © 2009 Stamats, Inc. -
    6. 6. Old Media © 2009 Stamats, Inc. -
    7. 7. The Golden Age © 2009 Stamats, Inc. -
    8. 8. The Digital Sea Change © 2009 Stamats, Inc. -
    9. 9. New Marketing... © 2009 Stamats, Inc. -
    10. 10. New Marketing... It’s still about... • Moving people from awareness to action • Engaging with people • Brand association © 2009 Stamats, Inc. -
    11. 11. Re-Evolution Social Bookmarking MicroBlogs Wikis Social Photo/Video Networks Sharing Consumer Forums Live Casting Chats Blogs © 2009 Stamats, Inc. -
    12. 12. New Media © 2009 Stamats, Inc. -
    13. 13. New Media © 2009 Stamats, Inc. -
    14. 14. “If marketers and ad agencies take the approach of continually trying to corner consumers where the biggest ow of them are, it’s a bit like trying to put your nger on a bubble of mercury,” “It’s going to blurt out in a different direction.” - Peter Kim © 2009 Stamats, Inc. -
    15. 15. The New Kids in Town Founders of Connected Ventures (College Humor, Busted Tees) © 2009 Stamats, Inc. -
    16. 16. © 2009 Stamats, Inc. -
    17. 17. Marketing is now a conversation © 2009 Stamats, Inc. -
    18. 18. Stop Shouting... © 2009 Stamats, Inc. -
    19. 19. Start Listening... © 2009 Stamats, Inc. -
    20. 20. Start Listening... “We make, you talk. We talk, you listen.” - IBM © 2009 Stamats, Inc. -
    21. 21. Don’t Talk Down to Me © 2009 Stamats, Inc. -
    22. 22. Find Your Voice © 2009 Stamats, Inc. -
    23. 23. Con·ver·sa·tion Pronunciation: ˌkän-vər-ˈsā-shən Function: noun oral exchange of sentiments, observations, opinions, or ideas © 2009 Stamats, Inc. -
    24. 24. The Four Conversational Maxims Paul Grice - Philosopher of Language © 2009 Stamats, Inc. -
    25. 25. The Four Conversational Maxims Paul Grice - Philosopher of Language ‘Make your conversational contribution such as is required, at the stage at which it occurs, by the accepted purpose or direction of the talk exchange in which you are engaged,’ © 2009 Stamats, Inc. -
    26. 26. Maxims of Quality Truth Facts © 2009 Stamats, Inc. -
    27. 27. Maxims of Quantity Too Much Be Informative Information © 2009 Stamats, Inc. -
    28. 28. Maxim of Relation Relevancy Topic Audience Medium © 2009 Stamats, Inc. -
    29. 29. Maxims of Manner Avoid Obscurity Be Brief Be orderly Avoid Ambiguity © 2009 Stamats, Inc. -
    30. 30. Just Say “No” to Control! © 2009 Stamats, Inc. -
    31. 31. Yes, they will occasionally say bad things about you... © 2009 Stamats, Inc. -
    32. 32. Be transparent © 2009 Stamats, Inc. -
    33. 33. Be honest Be genuine © 2009 Stamats, Inc. -
    34. 34. “Conversation should be pleasant without scurrility, witty without affectation, free without indecency, learned without conceitedness, novel without falsehood” William Shakespeare © 2009 Stamats, Inc. -
    35. 35. The Conversation is ambient © 2009 Stamats, Inc. -
    36. 36. Levels of Intimacy Courtesy of Ji Lee | http://pleaseenjoy.com/ © 2009 Stamats, Inc. -
    37. 37. Plant the seed... © 2009 Stamats, Inc. -
    38. 38. Let the conversation grow © 2009 Stamats, Inc. -
    39. 39. Twilight Fan Sites © 2009 Stamats, Inc. -
    40. 40. Cafe New Paltz © 2009 Stamats, Inc. -
    41. 41. Engage Furman Community © 2009 Stamats, Inc. -
    42. 42. Engage Furman Community © 2009 Stamats, Inc. -
    43. 43. The Rise of Facebook, and the Fall of MySpace Again, it’s about conversation © 2009 Stamats, Inc. -
    44. 44. Facebook vs. MySpace (last 2 years) © 2009 Stamats, Inc. -
    45. 45. Facebook - makes conversation easy © 2009 Stamats, Inc. -
    46. 46. MySpace - makes conversation difficult © 2009 Stamats, Inc. -
    47. 47. Brands with bad “Social Skills” © 2009 Stamats, Inc. -
    48. 48. VisitDenmark Who’s your Daddy? © 2009 Stamats, Inc. -
    49. 49. VisitDenmark Who’s your Daddy? © 2009 Stamats, Inc. -
    50. 50. VisitDenmark Who’s your Daddy? The Aftermath • Received 800,000 views on YouTube before being pulled • Was a complete hoax “I think I dislike the tourist agency a little bit because I think it is a tasteless, tactless way of attracting attention. But I do find it funny that EVERY single tabloid in Denmark fell for this story because they didn’t bother to check the facts. And now that they have learned the truth they’re all portraying this in a negative light, because they got fooled and can’t handle it” © 2009 Stamats, Inc. -
    51. 51. Maytag Don’t Mess with Dooce © 2009 Stamats, Inc. -
    52. 52. Maytag Don’t Mess with Dooce © 2009 Stamats, Inc. -
    53. 53. PizzaHut Sorry, we're just here for the marketing team © 2009 Stamats, Inc. -
    54. 54. PizzaHut Sorry, we're just here for the marketing team © 2009 Stamats, Inc. -
    55. 55. Brands that get it! © 2009 Stamats, Inc. -
    56. 56. Pancheros They talk AND listen! © 2009 Stamats, Inc. -
    57. 57. Zappos © 2009 Stamats, Inc. -
    58. 58. Skittles Conversation or Stunt? © 2009 Stamats, Inc. -
    59. 59. Vitamin Water © 2009 Stamats, Inc. -
    60. 60. Texas A&M © 2009 Stamats, Inc. -
    61. 61. Next Steps... The Future Most are under 4 foot tall © 2009 Stamats, Inc. -
    62. 62. The kids are alright © 2009 Stamats, Inc. -
    63. 63. Generation Z • Born between the mid 1990s to late 2000s • Often referred to as “digital natives” • Highly connected • Lifelong use of communications and media technology • Tech is a tool, not a place for marketing • Expect instant action and satisfaction © 2009 Stamats, Inc. -
    64. 64. Generation Z and technology • Everything has an answer • “I’ll just Google it.” • Hyper focused and bred to multitask • Media Convergence is a term we created, one they live © 2009 Stamats, Inc. -
    65. 65. Club Penguin © 2009 Stamats, Inc. -
    66. 66. Club Penguin • September 2009 - 2,411,715 unique visitors • September 2009 - 13,932,640 total visits © 2009 Stamats, Inc. -
    67. 67. Webkinz © 2009 Stamats, Inc. -
    68. 68. Webkinz • September 2009 - 4,020,311 unique visitors • September 2009 - 24,476,592 total visits © 2009 Stamats, Inc. -
    69. 69. Final Thoughts © 2009 Stamats, Inc. -
    70. 70. The Weatherman is usually wrong, but... © 2009 Stamats, Inc. -
    71. 71. Thank You... You may view & download this presentation on SlideShare www.slideshare.net/scottleamon Twitter: @ScottLeamon © 2009 Stamats, Inc. -

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