The document outlines key insights for marketers in the evolving digital landscape, emphasizing that all marketing is now digital and social, and that consumers have greater control than ever. It discusses the necessity for marketers to engage authentically in social media, innovate their strategies through new technologies, and measure the effectiveness of campaigns carefully. Additionally, it highlights the importance of delivering tangible value to consumers as a central theme in modern marketing practices.

1. 10 Things Every Marketer Should KnowJune 22, 2009

2. The Marketer’s LandscapeFirst AgeUni-DirectionalTVPrintRadioOOHSecond AgeBi-DirectionalInteractiveThird AgeMulti-DirectionalParticipatory(Social Media)2InterruptingTalkingListening2

3. The NumbersAverage internet user goes to 108 different websites per yearAs of Feb 2009, time spent on social networking exceeded time spent on e-mail (Nielsen)Since early 2008, time spent on social sites has surged 73%Facebook’s largest age demographic is 35-44 year olds, and has over 60MM active members. More than half return every day and together they generate more than 65 billion page views each monthThere were over 7,000,000 twitterers in Feb. 09 (pre-Oprah)Twice as many Americans now consume daily news on their Mobile Phones than the Combined Circulation of the Top Ten US NewspapersApple’s App Store has delivered over a billion downloadsOver 1 Trillion text messages sent in 20083

4. So…..What Else do you Need to Know?4

5. #1 All Marketing is DigitalAdvertising, CRM, Television, Outdoor, Mobile, Direct Marketing, PromotionsDigital footprints, tags and feedback mechanisms are everywhere Everything can be tracked and measured (this is a blessing and a curse)This baseline informs how we think about marketing in the digital ageIt suggests we should be able to tell what’s working, what’s not and why (I’ll revisit this point later)55

6. #2 All Marketing is SocialSocial marketing needs to be an integral constant in your marketing program What business problem are we trying to solveYou do need to play the game to know what it takes to winSocial marketing is and will continue to be silo’d, as digital marketing was before. Resist this!Social buzz is both short lived and everlasting6The marketing community acts like a high school party crowd, by the next week, they move on to the next thing. Pete Blackshaw – EVP, Nielsen Online Digital Strategic Services6

7. Social Marketing is about InfluenceQ: When considering purchasing a product or service, which of the following two are your most trusted and valuable sources of information?Company Website25%Word of Mouth65%Print Editorial23%True online and offline7Product Catalogue, 7%OnlineUser Reviews50%TV Ads, 8%Print Ads, 5%Radio Ads, 3%Source: Facebook segment, self-reported survey data conducted on Facebook, Mar.08, US only, n = 3,169

8. Social TouchDescriptionAnalogyAdvocacyBlogger mention/Badge InstallationPress mentionAd ImpressionUnits that are clearly 3rd party ads with varying degrees of targetingAd Impression of equivalent targeting8Endorsed ImpressionPassed along brand-produced content, including views of badges embedded Highly targeted, premium context brand impressionVisitVisits to a Brand page, sponsored group, or custom-built widgetVisit to the brand web siteSubscriptionInstall a gadget, join a group, subscribe to RSSEmail capture or other equivalently targeted lead generation8Relative Value of Social Touches

9. #3 The Media Agency is DeadAgency services convergingCreative and Media are inextricably linkedContent is kingExponential growth in number of publishers and content providersBuying media is a commodity not a strategic valueApp-vertising = reach through relevanceSocial media is not purchased, it’s earnedBuying reach is out, influencing reach is in99

10. Digital Marketing in the Age of InfluenceInfluencePersuasionContent and Conversation PlatformsPushCreate Utility Buy reach&Talk at People Talk with PeopleWin reachCreate EngagementNon-Media Driven Models:Participatory, conversational,personalized content, buildsinfluence and wins reachthrough word or mouth and viral distributionMedia Driven ModelsBuy through “predictable” targeted channels to drive awareness and response10

11. #4 Technology is the New Creative StrategyThe new “Agency” job titlesUX is embedded into all digital communicationsInteractive Designer is the new Art DirectorIntegrated Producers are replacing Project ManagersContent Strategists are the new CopywritersStrategy Directors are the new Account ManagersEverything is connected to a back end, data warehouse, ad server, or CRM system Ad Ops is the new Traffic ManagerEveryone needs to know what technologies can be applied Clients need to re-org!1111

12. Technology Partners and Platforms AboundMobile: 5th Finger, Ansible, Punchkick, Hipcricket, Cellit, RipRoad , Brand In Hand Social Apps: Context Optional, Social Gears, Large Animal Games, 360i, Facebookster, Weblin , Unbound TechnologySocial Monitoring: Nielsen BuzzMetrics, TNS Cymfony, Visible Technologies Dow Jones Insight, J.D. Power & Associates Ripple6 Enterprise Search: Autonomy FAST (MS) EndecaVivisimo IBM AttivioWord of Mouth/Viral: Viral Factory Zocalo Group MindCometZipatoni Red Bricks Media BzzAgent Keller Fay Group Community Platforms: Jive Software Telligent Systems Pluck MzingaKickAppsNingVotigoVitrue Crowd Factory RamiusCoTweetHiveLiveCommuniSpaceCrowd Sourcing: crowdSPRINGIdeaScaleWidget Application Platforms: Clearspring,Gigya, Widgetbox, Vidgroove1212

13. #5 The Consumer is in Control13Marketing13

14. So What is a Marketer to Do?1414

15. Marketer Participation Marketers need to find the right entry point to engage in social media dialogue.Community ManagementLeadConversationGuide15JoinListenIn order to succeed, trust needs to increase with Marketer engagementSponsor/Enable can happen during any stage because you can pay to engageMedia Engagement Model (aka Conversation 3.0)

16. 16Social Media Means Consumer at the CenterVideoSharingBlogs/WikisTransforms people from content readers to content publishersFastest growing area of the Internet*Best Practices for Marketers:Social NetworksSocialBookmarksListen before you speak

17. Be polite

18. Be authentic

19. Offer value

20. Be transparent

21. Start with your most powerful audience, your existing customers16Podcasts/RSSUserReviewsRatingSystemsSearchWidgets

22. #6 Distribute Your WebsiteFocusContentVehiclesAudiencesDynamicsProduct OverviewDigitalTo PartnerNew PartnerNAVProduct Spec/Func . SellWebsiteExisting PartnerAXProduct Spec/Func. UseWebcastThrough PartnerGPIndustryPodcastSlCompetitiveVideo – high resCRMCustomer TestimonialsVideo – low resCRM OnlineMarketing OffersEmailSales OffersPowerPoint17To CustomerMessage StrategyNew BDMBanner AdOtherExisting BDMDemoOtherNew TDMSearch CopyOtherExisting TDMOtherNon-DigitalFact SheetBrochureContent Once to Many VehiclesWhitepaperDirect MailCDOtherOther

23. #7 Digital Drives the Whole Funnel1818

24. Digital Marketing is a Fully Integrated Discipline (above the line and below the line)Media spending (all channels)

25. Content creation and syndication

26. Interactive Advertising

27. Social Media Strategy

28. Market research/conversation monitoring

29. Web sites/microsite/landing experiences

30. Mobile/IP TV/DigitalOutdoor

31. Online Events and Experience Marketing Extensions

32. Service and Support

33. Direct to consumer

34. Data ops & analytics

35. Lead Gen and CRM

36. SEO/SEM

37. Low cost production

38. 1X (Estimated globally)

39. 3X (Estimated globally)19What we do

40. Build Success Metrics Appropriate to the Business ObjectivePlus new metrics for Web 2.0:Universal tags that reveal the path the user took to get to a conversion

41. New Metrics to evaluate widget views and distribution

42. “Click depth” and Site visit “recency”2020

43. #8 Then Be Careful What You Measure!PersuasionCommunity ProcessPeopleToolsKey metrics and dashboards for all programs

44. Test & Learn at all phases of development

45. Continuous optimization of tactics

46. Complex ROI models 21

47. The Reality is…..Attribution model is brokenDifferent reporting systems can vary as much as 150%Tagging errors can result in erroneous dataData reporting and insights are the not the same thingUse the right tool for the jobCampaign reporting, creative/media optimization/dashboard level KPIs /Advanced Analytics/ Cookie level analysis/Perception shifts, IAB standardsVisual Analytics is next evolution2222

48. A Dashboard Can Only Tell You so Much2323

49. What to MeasureMetricsConversationsMentionsCommentsAdvocacyInfluencersAttitude ShiftBrand Favorability/ SentimentExposure MetricsPage ViewsVisitsUnique VisitorsTime on SiteReferrersReachActionsSearch Engine EntriesClicksDownloadsOngoing UsageRatingsPassalongPurchaseRegistration24ROIExample Tools/ VendorsAtlasGoogle AnalyticsWebTrendsOmniturePublishersTube MogelMeteorTruCastRadian6BuzzlogicCollective IntellectTelligentAtlasWebTrendsOmnitureDouble Click

50. Advanced Analytics Enables Marcom Mix Modeling25Recommended Media AllocationsSocial Media is an integral partof campaign impact analyses for Marcom Mix Modeling

51. #9 Uncertainty is the New Baseline2626If it’s been done before, don’t do it again…..or at least do it different or betterPast performance is not a great strategyStart with Customer InsightWhat is Relevant and Useful?

52. #10 Useful is the New Clever2727

53. Back to 101 marketing:Show consumers tangible value in your brand, message andoffer28

54. The MRM Worldwide Customer UtilityTM formula:29Customer Utility to the power of XBrand PlatformOpen Digital (world)A Great IdeaBrand ContentDigital and Customer StrategyMeasurement & AnalyticsSegmentation, Targeting, Media, Search

55. Customer UtilityTMValue ExchangeProductNew products, new biz lines, e-commerce, marketplacesServiceMobile apps, software as service, location based services, crowd sourcing, vertical social networks, digitizing physical services, mash-ups, widgets etc.EngagementDigital branding, video, traditional media, web 2.0/social media, integrated campaigns, interactive advertising,loyalty, CRM30$$ Value to CustomerCustomer Experience

56. Customer Utilityis at the heart of how well we usecontent and context in the service of the brand31ATTRACT—ENGAGE—ACQUIRE—RETAINContent and Context BrandMarketer GeneratedUser GeneratedAwareness Consideration PurchaseUse Form Opinion Talk

57. Creative Examples32

58. Customer Utility from Betty CrockerE-mail for free trialFree iPhone app

59. Mobile Cookbook with 4,000 recipes33

60. Microsoft ExecTweetsTwitter traffic increased 422% in 2008 and continues to grow at an extremely rapid pace into 2009. However, It is a recognized shortcoming of Twitter that it is hard to find the right people to follow. Microsoft can add value to the Twitter community by providing a service that helps users discover influential execs, especially around business verticals and hot topics.GOALS:Engage business and IT executives in natural conversations about management, and build brand affinity by sponsoring the environment.HIGHLIGHTS:Exectweets has attracted more than 226K followers, vaulting it from obscurity amongst the 19 million Twitter users to the 191st most followed Twitter account.34

61. Whopper SacrificeSocial networking has grown extremely rapidly in the past couple years such that the average user has 172 friends on Facebook. Some of these Facebook friends are acquaintances, or in some cases total strangers. Burger King wanted to exploit this idiosyncrasy of social networks.GOALS:Build brand affinity with its core audience. Burger King built an application to do a “spring cleaning” of sorts. By deleting 10 friends, Burger King offered a Whopper.HIGHLIGHTS:The Whopper Sacrifice application garnered positive reactions from users and 233,906 friends were "sacrificed" by Facebook users more interested in relationships with the global fast-food chain's specialty hamburgers, according to Burger King.35

62. ZuneWith a collaborative social media push, Zune broke through to the 18–34 crowd by providing engaging, relevant and useful music content to MySpace users, making them brand evangelists. GOALS:Increase awareness of the Zune MP3 player by encouraging engagement with the product. HIGHLIGHTS:The Zune community had the highest volume of page views and unique users of any community in the Consumer Electronics category.Increased brand favorability +14%

63. 4,942,588 unique visitors, 207,733 MySpace friends and 5,000,000+ users engaged with and added the Zune music player to their MySpace pages

64. Through forums, comments, downloads and friends, 3,562,528 engagements were made at a cost of $0.25 each3636

65. Skittles.comBuild a new corporate website for today’s audiences and move away from traditional corporate websites. As Web 2.0 has evolved and matured, traditional Web 1.0 artifacts such as the corporate website have become decreasingly relevant to consumers.GOALS:Create a corporate website that is relevant to consumers by letting consumers dictate what is interesting to them.HIGHLIGHTS:The results are mixed. While generating a lot of buzz in the media, the campaign put the un-moderated user content directly on the company homepage, resulting in display of adverse comments.37

66. Deliver Value First, Ask for it SecondCampaign Mentions (BuzzMetrics)Impressions & CTR by Week38

67. I’M InitiativeDisrupting the Instant Messaging category and starting a movement, the i’m Initiative was designed to add a social cause element to sending IMs. It put the consumer—not the product—at the center, and empowered them to take control of the brand. GOALS:HIGHLIGHTS:To-date, the i’m Initiative has delivered over 22 million Windows Live Messenger downloads and has reversed the downward trend of the IM category across the past two years, while successfully propagating a movement around social awareness.Money donated to social causes since program’s inception in March 2007: $1,913,519

68. Amount by which the total campaign acquisition goal has been exceeded (as measured by i’m-initiated downloads of Windows Live Messenger) since March 2007: 200%

69. Total free impressions since March 2007: 147+ million

70. Ratio of dollars generated for each $1 spent on media, separate from the positive ROI created across Microsoft’s online services network: 9:1

71. Create awareness

72. Acquire new users

73. Drive advocacy

74. Increase engagement3939

75. I’M Initiative40

76. Create Media Annuities41

77. Provide a Social Object to Attract Participation42

78. Make it Better Together43

79. Enable and Encourage Participation – Make it Easy to do so44

80. Open Up Creative Assets and Make Them Findable and Portable45

81. What Were Those 10 Things Again?Everything is DigitalEverything is SocialThe Media Agency is DeadTechnologyis the new Creative StrategyThe Consumeris in ControlDistributeYour WebsiteDigital Drives the Whole FunnelBe Careful What you MeasureUncertainty is the new BaselineUsefulis the new Clever4646

82. Thank YouHolly BrownSVP, Managing DirectorHolly.Brown@MRMWorldwide.com4747