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Be Seen, Be Found, Be Engaging (Calgary Edition)

This document discusses how social media and engaging conversations can help organizations be heard. It provides examples of Canadian companies that have found success on social media. It argues that traditional marketing approaches are less effective now due to increased choice, distrust of intrusive ads, and the rise of user-generated content. Over half of brand touchpoints are now from consumers. The document advocates building trust and engaging audiences through social channels rather than interruptive ads. It shows that social media leads are more likely to convert than other online leads. The conclusion is that organizations need to adopt a new approach focused on building awareness, engaging audiences, and increasing revenue through social media.

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BE SEEN, BE FOUND, BE ENGAGING: How socialized content and conversation can help you be heard when it matters most ERIC WEAVER VP Digital Strategy • Ant’s Eye View #MRUshift • Calgary • 23 Jun 2011
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RIOTER? OR DEFENDER? !"#$%"!%&'(">?1+46:(83JA6,.(+16(80@@68J,4(E*0?0.(/105(E60E@6(+?(?*6(130?( +,:(E0.J,4(?*65(?0(.083+@(8*+,,6@.F(D>?(?*616H.(+(:+,461F(I01(6G+5E@6'(?*3.( 4>=F(#.(*6(+(130?61(01(+(:6/6,:61O(",6(E61.0,(.+3:(?*6=(.+B(*35(?+-6(?*6( .J8-(+B+=(/105(+(130?61(+,:(B+.(.816+53,4(+?(?*65(?0(7+8-(0QF(R,0?*61( E61.0,(.+3:(?*6=(.+B(*35(40(:0B,(?*6(.?166?(+,:(.5+.*(5016(B3,:0B.F(( ( <0(B*38*(3.(*6O(C0(B6(-,0BO(S3@@(*6(76(23@3P6:(164+1:@6..O(T%<F(
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SO WHY ARE WE HERE TODAY? We need to build awareness. We need to convert the curious. We need to increase revenue.
BUT WE’RE FACING MANY HURDLES No one has the time. Everyone is distracted. Trust is harder to come by. Expectations can often be ridiculous. One blogger can outshout our entire budget.
“MAYBE SOCIAL MEDIA WILL BE THE MAGIC BULLET.” FAN PAGE… ! ( TWITTER FEED… ! YOUTUBE CHANNEL… ! …NOW WHAT? (#crickets)
“AM I DOING THIS RIGHT?” “CAN WE GET MORE FANS?” “MORE DIALOGUE?” “HOW DO I GET MORE ATTENTION?!?”
LET’S TAKE A FRESH LOOK AT THE PRACTICE OF MARKETING & PUBLIC COMMUNICATION
MODERN MARKETING WAS BORN IN THE MID 20TH CENTURY
THE “OUTBOUND VOICE” 150 YEARS OF INERTIA $1,000,000,000,000 MACHINE EVERY NICHE HAS EVOLVED INTO AN INDUSTRY TELL YOUR STORY - EXPLAIN AND COMMUNICATE YOUR VALUE TO YOUR MARKET HAS IT WORKED?
MCDONALD’S: I’M ________ ______
MAXWELL HOUSE COFFEE: GOOD TO THE ________ ________
MONOLITHIC MESSAGES WORKED WHEN WE HAD: •! Limited product choice •! Limited media channels •! Longer brand interactions !"#$%"!%&'(S*6,(#(B+.(+(-3:9(B6(*+:(?*166()!(8*+,,6@.(Y(Z( ,6B.E+E61F(M0(B679(,0(C!&9(,0(8+7@69(,0(65+3@F(#,(?*+?( 6,2310,56,?9(71+,:(3,?61+8J0,.(80>@:(76(5>8*(@0,461(+,:( •! Higher barriers to entry 16?6,J0,(*34*61F()*616(B616([(71+,:.(0/(834+166.(Y(5+=76(]( 71+,:.(0/(80Q66F()*616(B616(,0(80Q66(.*0E.(W(^>.?(:3,61.(Y( 16.?+>1+,?.F(R,:(46_,4(+(,6B(E10:>8?(?0(5+1-6?(B+.(?0>4*;(
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WHY TRADITIONAL APPROACHES ARE FALTERING !"#$%"!%&'(R.(B6(8+,(.66( *6169(J569(+6,J0,(Y(?1>.?( *+26(+@@(:10EE6:L( H BLIS O PU TY T BILI ER A SUM CON LB*3@6(E10:>8?(8*0386(+,:(56:3+(8@>61(*+26(.-=108-6?6:F( <35>@?+,60>.@=9(?*6(80,.>561(,0B(*+.(?*6(+73@3?=(?0( E>7@3.*(?0>8*E03,?.(0,(0>1(76*+@/(W(01(+4+3,.?(>.F( "&#K#MRV(!%&<#"M'(RK%M)(S#VCI#&%(
CORPORATE REPUTATION IMPACTORS US 2006( US 2010( Quality products & services! 53%! Transparent & honest practices! 83%! ! ! Attentive to customer needs! 47%! Company I can trust! 83%! ! ! Strong financial performance! 42%! High-quality products/services! 79%! ! ! Fair pricing! 38%! Communicates frequently! 75%! ! ! A well-known brand! 37%! Treats employees well! 72%! ! ! Good employee relations! 35%! Good corporate citizen! 64%! ! ! Socially responsible! 33%! Prices fairly! 58%! ! ! Visible CEO! 23%! Innovator! 48%! ! ! Dialogue with stakeholders! 23%! Top leadership! 47%! ! ! Employee/CEO blogs! 12%! Financial returns! 45%! !"#$%"!%&'(a0B(80,.>561.(236B(014+,3A+J0,.(*+.(8*+,46:F(D68+>.6(0/(:68@3,3,4( ?1>.?9(B6(,0B(E@+86(?1+,.E+16,8=9(*0,6.?=9(/16X>6,?(8055>,38+J0,(+?(?*6(?0E(0/( ?*6(@3.?(0/(?*3,4.(?*+?(5+-6(>.(?1>.?F(<083+@(3.(+(E61/68?(B+=(?0(+::16..(?*6.6F( EDELMAN TRUST BAROMETER, 2010
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SOCIAL CHANNELS ENABLE US TO ENGAGE IN WAYS THAT BUILD TRUST — AND TO BE AT THE END OF A SEARCH, RATHER THAN AN INTRUSION ON THE WAY TO A DESTINATION. IV#$e&F$"fgha")"<gh"S%&D""e)&RM$%(
WHEN WE HAVE CHOICE, INTRUSIONS OR FORCED LACK OF CHOICES CREATES ANNOYANCE, EVEN ANGER
WHEN WE’RE ANNOYED, WE SENSE CORPORATE SELF- INTEREST AND START DISTRUSTING MARKETING EFFORTS
AND WHEN WE DISTRUST, WE DON’T BUY. (HINT: DECREASED REVENUE)
55 NUMBER OF MINUTES THE AVERAGE USER SPENDS EACH DAY ON FACEBOOK SOURCE: FACEBOOK !"#$%"!%&'(f016(0/(0>1(J56(+,:(+6,J0,(+16(6,:3,4(>E(3,(.083+@(8*+,,6@.F(S*=O(
50% PEOPLE WHO ARE MORE LIKELY TO BUY IF ENGAGED VIA SOCIAL SITES CHADWICK MARTIN BAILEY, FEB 2010 !"#$%"!%&'(S6H16(5016(@3-6@=(?0(E>18*+.6(+,:( 1680556,:(B*6,(6,4+46:(23+(.083+@LF+4+3,9(B*=O(
66% !"#$%"!%&'(S*6,(#(B+.(+(5+1-6J,4( :3168?019(#(816+?6:(?*6(?0>8*E03,?.(/01( 5=(71+,:F(D>?(,0B9(#(8+,,0?(E0..37@=( 0>?E+86(80,.>561.9(B*0(+16(816+J,4( ,6B(?0>8*E03,?.(?*10>4*(T6@E9( I0>1.X>+169(T0>)>769(6?8F( PERCENTAGE OF BRAND TOUCHPOINTS ARE NOW GENERATED BY CONSUMERS SOURCE: MCKINSEY QUARTERLY, JULY 2009
CLICKTHROUGH RATE FOR AVERAGE BANNER AD 0.19% FORRESTER, 2008 AFFINITY OUTPERFORMS INTRUSION BY 38X CLICKTHROUGH FOR AVG FACEBOOK WALL POST 6.49% VITRUE, AUGUST 2009
1 in 2 leads to B2B websites are coming from… Leads from LinkedIn Groups most likely to convert. Visitors from LinkedIn Groups most likely to attend webinars. V%RCI"&f#i(<)NCT("I(jkl(DjD($"fhRM#%<(m(I%D(jnZZ(
DESPITE FIVE YEARS OF PROMISE, MANY ARE STILL SKEPTICAL ABOUT SOCIAL BUSINESS ha")"'(IV#$e&F$"fgha")"<gTNK%M&"( ]j(
THE DISCONNECT FOR BOOMERS Be proper. Formal looks better. Never block any opportunity. Oversharing is “weak” & “prideful.” Guarded is safe. Your suit & tie means you are successful and trustworthy. THE REALITY FOR MILLENNIALS Grew up with Google, so sharing means being found. Formalities . are boring. Would rather do business with the likeminded. A suit & tie means you are out of touch or untrustworthy. 2010-11 WHEN MILLENIALS WILL SURPASS BOOMERS IN THE WORKFORCE ha")"'(IV#$e&F$"fgha")"<geR)#MRVTMM(
SO HOW CAN I REACH MORE PEOPLE? !"#$%"!%&'(f+,=(700561U+46(5+1-6?61.(-66E(+.-3,49(o*0B(8+,(#(16+8*(5016( E60E@6Op()*3,-3,4(3,(?615.(0/(6=67+@@.(+,:(16+8*F(M")(B*+?(.083+@(3.(+70>?F((
BOOMERS’ PERSPECTIVE: “BE SEEN, BE HEARD” MILLENNIALS’ PERSPECTIVE: “BE SEEN, BE FOUND”
1. CREATE CONTENT THAT IS FOUND AND BUILDS TRUST Proof points External voices, expert interviews (video, text) Testimonials Yelp reviews, visitor rankings, featured quotes Inside looks Webcams, factory tours, blog posts Employee perspectives Employee video vignettes, personal biographies Mgmt relations pieces CEO podcast, product mgr blog, day-in-the-life
2. MAKE THAT CONTENT EASY TO FIND Tag it to Transcribe not annoy rich media Leverage Enable & existing encourage communities conversation
3. MAKE THAT CONTENT EASILY SHARED •! Enable sharing technologies like AddThis, Facebook Connect, Google Connect •! Users are 4x more likely to join a community if done through Facebook Connect •! Encourage sharing via “human engineering”
4. ENABLE ENGAGEMENT Invest in Enable moderation & comments coaching Engage Make fanning, fearlessly, with faving, liking guardrails very easy
GOOGLE <3s ENGAGEMENT !"#$%"!%&'(",6(?*3,4(5+,=(5+1-6?61.(/0146?(3.(?*+?(K004@6(@026.(6,4+4656,?F( K004@6(+..>56.(?*+?(3/(E60E@6(+16(?+@-3,4(+70>?(+(E+1J8>@+1(E3686(0/(80,?6,?9(?*+?( 0?*61.(B3@@(B+,?(?0(P,:(3?(?009(+,:(1+,-.(3?(*34*61F(V6?H.(@00-(+?(+,(6G+5E@6F(
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SHORT-FORM CONTENT SHARING (NOT JUST BROADCASTING) ON TWITTER DECIDE ON LONG-FORM CONTENT (INTELLECTUAL CAPITAL = THE BEST “SEARCH FODDER”) VIA CONTENT BLOGS COMMUNITY BUILDING, FORMS ENGAGEMENT AND INFLUENCE (NOT “LIKES”) VIA FACEBOOK !"#$%"!%&'(T0>(:0,H?(*+26(?0(76(6261=B*616(+,:(:0(6261=?*3,4(3,(.083+@F(h38-(=0>1( 7+@6.F(#.(=0>1(80,?6,?(?=E38+@@=(.*01?U/015O()B361F(V0,4U/015O(!3:60(01(+(7@04F( R@@(+70>?(8055>,3?=(+,:(@0=+@?=O(I+86700-F(
PODCASTS THROUGH BLOGTALKRADIO.COM WHITE PAPERS AND THOUGHT USE LEADERSHIP ON SCRIBD, KNOL.GOOGLE.COM, AND SEARCH- SLIDESHARE.NET FRIENDLY CREATE VIDEO SLIDESHOWS VENUES TO ON ANIMOTO.COM BE FOUND ANSWER IMPORTANT BUSINESS QUESTIONS ON LINKEDIN Q&A !"#$%"!%&'()*616(+16(5+,=(/166(?00@.(?*+?(+@@0B(=0>(?0(7>3@:(?1>.?(>.3,4(.083+@F( )*6=(^>.?(?+-6(+(73?(0/(816+J23?=F(N.6(?*65(?0(7>3@:(E100/(E03,?.(+70>?(=0>9(=0>1( ?*3,-3,4(+,:(=0>1(6,?61E13.6F(
BLOGTALKRADIO Build trust and show your stuff with a phone-in podcast. Use the player to embed the show into your website or blog.
GOOGLE KNOL Google’s Knol is a repository for knowledge. What golden truths and painful learnings have you acquired in your career? Build trust and have your knowledge be found.
Scribd is a social community around whitepapers and documents. Share long-form thinking there. SCRIBD
The #1 search location for presentations. Combine an SLIDESHARE audio track to create a great case for your business.
ANIMOTO Take still imagery and add a music track on Animoto, and voila, you get a video that 8 years ago would have cost you $80,000. Someone once compared Animoto to a box in which you put in chrome & glass, shake, and out comes a Ferrari. Include graphic slides that have text, or edit a voiceover into your music track, and the site will create a downloadable HD video.
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NOW LET’S GO BEYOND BEING FOUND – TO BEING ENGAGING
THINK BEYOND PUBLISHING Marketers often stop at the Publishing step, and frequently leave out Study and even Listen. How much more could we accomplish if aimed beyond?! STUDY LISTEN PUBLISH ENGAGE INFLUENCE ACTIVATE STEP 1:! STEP 2:! STEP 3:! STEP 4: We don"t STEP 5: Even STEP 6: Our Study the Listen for NOW you can just want eyeballs better if we can ultimate goal competition, what your publish the and reach. Content inspire faving, is activation: the tools & market wants right content, should be sharing, liking, advocacy, the trends.! to hear. ! cost- engaging, fanning, loyalty, effectively.! interactive.! forwarding.! preference.! Activation is a greater CREATIVE CHALLENGE It’s also a greater REVENUE OPPORTUNITY $0,86E?(7=(CCDH.(&07(M6B6@@(`v@@6B6,b(
Engagement
Problem: how to get more CANADIAN Americans to consider a Canadian vacation during a TOURISM: recession? GETTING How to amplify authentic AMERICANS TO Canadian travel experiences? ENGAGE How to make that content engaging?
CHOICE IMPACTED BY ENGAGEMENT
$15K ON DIRECT MAIL = 200 NEW CUSTOMERS $7,500 ON OUTDOOR = 300 NEW CUSTOMERS $0 ON TWITTER = 1800 NEW CUSTOMERS BUSINESS GROWTH: $4MM -> $50MM IN 3 YRS 57
Influence
FIFTH HIGHEST SALES DAY EVER FOR VIRGIN AMERICA THROUGH “PROMOTED TWEETS” [l(
INFLUENCE •! In 2009, changes in Canadian border policies regarding Mexican visitors created a stir amongst Mexican bloggers, and generated negative online mentions and sentiment toward Canada. •! The Radar DDB Team showed up at Vancouver airport to provide Mexican visitors with a very enthusiastic and warm Canadian welcome. •! The entire stunt was shot and uploaded to YouTube, where it created a positive effect on related conversation.
Activation
TO ACHIEVE ACTIVATION, NO MATTER WHAT THE MEDIA,! THERE HAS TO BE A IDEA THAT MOVES YOU.
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WHERE WILL YOU FIND MORE EMOTION? 4=#>?.(@#/#AB&/(C.&(*B=A,(D(-/(BE(*-F(GHII( j[9nnn9nnn( !"#$%"!%&'(B*=(:0(?*6.6(5+^01(:0?U805.(46?(.0(5>8*(@6..(?1+r8(?*+,(?*631( 71+,:(/+,(E+46.O(S*616(B0>@:(T"N(E16/61(?0(6,4+46'(0,(+(.3@6,?9(@0,6@=(:0?U 805(.3?6(W(01(B*3@6(B3?*(=0>1(/136,:.(+,:(/+53@=O(( jn9nnn9nnn( 012)34+50'( +7+2K+7<2'(( J71K+7*'(I6L( J71K+7*'(GOHPHHH( M#""#B=(?=#>?./6( ?=#>?./6( Z[9nnn9nnn( !29(:2;8'( !29(:2;8'( IN(M#""#B=(?=#>?./( GG(M#""#B=(?=#>?./( Zn9nnn9nnn( [9nnn9nnn( n( 012)34+506+7*( !2+83775(!29(:;( +7+2+7<26+7*( !2+83775(!29(:;(
DDB Canada was hired by Knorr, a packaged food offering, to promote a new low-sodium product called Sidekicks. The challenge: how to move consumers to choose a rational- benefit product – when it"s a side dish?! CREATE AN IDEA TO EMOTIONALLY MOVE PEOPLE … OVER RICE?
ENTER SALTY: A CREATIVE HOOK WITH STRONG EMOTIONAL & SOCIAL APPEAL
DDB STARTED THE CONVERSATION WITH TRADITIONAL BROADCAST
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!"#$%"!%&'(<056(E60E@6(626,(?00-(J56(0>?(0/(?*631(7>.=(:+=.(?0(816+?6(E+.?+(+1?F( ( 7(),4&$+;0$)$+-*$.%5-,*-%-+*%-+(4).%-%!"#$%&#'#(#"1()*3,-(+70>?(?*+?F(
FIRST THIRTY DAYS: 6000 FACEBOOK FANS 375,000 VIDEO IMPRESSIONS IN SO DID IT FIRST 30 DAYS; TOTAL MEDIA COST: $0 WORK? 20,000 SALTY & PEP SHAKERS SOLD OUT IN FIRST 25 DAYS DDB’S HIGHEST WEBSITE TRAFFIC EVER RESULTS UNIT SALES ROSE BY 24% OVER FOR KNORR PREVIOUS YEAR SIDEKICKS SURPASSED UNCLE BEN’S AS #1 BRAND IN THE CATEGORY
WHAT RESULTS WOULD KNORR HAVE SEEN IF THEY’D ONLY PLANNED SOME SOCIAL MEDIA TACTICS? OR JUST A COMMERCIAL?
AND WHAT IF THERE WAS NO EMOTIONAL HOOK?
YOU DON’T NEED A SOCIAL MEDIA STRATEGY. YOU NEED AN ENGAGEMENT STRATEGY. AN INFLUENCE STRATEGY. OR AN ACTIVATION STRATEGY. WHATEVER THE MEDIA.
AN EMOTIONALLY APPEALING IDEA + A MEDIA-AGNOSTIC APPROACH = ENGAGEMENT, INFLUENCE AND ACTIVATION ACROSS ALL MEDIA
A FEW FINAL THOUGHTS •! Don’t try to do everything — do a few things, very well, based on an engagement strategy. •! Quality of content and conversation will drive quantity of fans. Focus on quality. It’s not a damned basketball game – that’s “reach” thinking. •! Boomers (often management) need to understand that affinity and authenticity have surpassed propriety. And that’s not necessarily a bad thing. •! Do not be the interruption on the way to many customer’s destinations. Be the destination, for those who value your offering.
THANK YOU, MOUNT ROYAL! ERIC WEAVER Twitter: @weave Ant’s Eye View creates engagement, influence and activation strategies for some of the largest companies in North America. Read more about how we do it at antseyeview.com.

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Be Seen, Be Found, Be Engaging (Calgary Edition)

  • 1.
    BE SEEN, BEFOUND, BE ENGAGING: How socialized content and conversation can help you be heard when it matters most ERIC WEAVER VP Digital Strategy • Ant’s Eye View #MRUshift • Calgary • 23 Jun 2011
  • 2.
    !"#$%"!%&'()*+,-.(/01(*+23,4(56(7+8-9($+,+:+;(<056(0/(=0>(5+=(,0?( 16+@3A6(?*+?(#(>.6:(?0(B01-(3,(!+,80>261(/01(CCD($+,+:+9(E1023:3,4(.083+@(+,:( :343?+@(80>,.6@(?0(8@36,?.(@3-6(?*6.6F(<6261+@(0/(?*6(6G+5E@6.(#H5(403,4(?0( .*0B(=0>(?0:+=(+16(6G+5E@6.(0/($+,+:3+,(.083+@(56:3+(.>886..(/105(CCDF( DDB CANADA
  • 3.
  • 4.
    !"#$%"!%&'(#/(?*3.(3.(=0>1(71+3,L( !"#$%&'( )#$%*$+,-&"./(
  • 5.
  • 6.
    RIOTER? OR DEFENDER? !"#$%"!%&'(">?1+46:(83JA6,.(+16(80@@68J,4(E*0?0.(/105(E60E@6(+?(?*6(130?( +,:(E0.J,4(?*65(?0(.083+@(8*+,,6@.F(D>?(?*616H.(+(:+,461F(I01(6G+5E@6'(?*3.( 4>=F(#.(*6(+(130?61(01(+(:6/6,:61O(",6(E61.0,(.+3:(?*6=(.+B(*35(?+-6(?*6( .J8-(+B+=(/105(+(130?61(+,:(B+.(.816+53,4(+?(?*65(?0(7+8-(0QF(R,0?*61( E61.0,(.+3:(?*6=(.+B(*35(40(:0B,(?*6(.?166?(+,:(.5+.*(5016(B3,:0B.F(( ( <0(B*38*(3.(*6O(C0(B6(-,0BO(S3@@(*6(76(23@3P6:(164+1:@6..O(T%<F(
  • 7.
    !"#$%"!%&'(M6:+(R4*+U<0@?+,39(V9(B+.(?*6(B05+,(-3@@6:(3,(?*6(#1+,3+,( E10?6.?.F(M6:+(<0@?+,9(&9(*+:(*61(E38?>16(41+776:(0Q(+(.083+@(.3?6(+,:( 768+56(?*6(/+86(0/(?*6(5+1?=1F(<*6(*+:(?0(40(3,?0(*3:3,4(768+>.6(0/(?*3.( B6@@U3,?6,J0,6:(53.?+-6F(W()*6.6(6G+5E@6.(3@@>.?1+?6(?*6(E0B61(0/(.083+@(?0( .E16+:(?1>?*.9(*+@/U?1>?*.9(01(@36.9(6X>+@@=(E0B61/>@@=F( WHO’S THE MARTYR? THE REFUGEE?
  • 8.
    SO WHY AREWE HERE TODAY? We need to build awareness. We need to convert the curious. We need to increase revenue.
  • 9.
    BUT WE’RE FACINGMANY HURDLES No one has the time. Everyone is distracted. Trust is harder to come by. Expectations can often be ridiculous. One blogger can outshout our entire budget.
  • 10.
    “MAYBE SOCIAL MEDIAWILL BE THE MAGIC BULLET.” FAN PAGE… ! ( TWITTER FEED… ! YOUTUBE CHANNEL… ! …NOW WHAT? (#crickets)
  • 11.
    “AM I DOINGTHIS RIGHT?” “CAN WE GET MORE FANS?” “MORE DIALOGUE?” “HOW DO I GET MORE ATTENTION?!?”
  • 12.
    LET’S TAKE AFRESH LOOK AT THE PRACTICE OF MARKETING & PUBLIC COMMUNICATION
  • 13.
  • 14.
    THE “OUTBOUND VOICE” 150 YEARS OF INERTIA $1,000,000,000,000 MACHINE EVERY NICHE HAS EVOLVED INTO AN INDUSTRY TELL YOUR STORY - EXPLAIN AND COMMUNICATE YOUR VALUE TO YOUR MARKET HAS IT WORKED?
  • 15.
  • 17.
    MAXWELL HOUSE COFFEE: GOODTO THE ________ ________
  • 18.
    MONOLITHIC MESSAGES WORKED WHENWE HAD: •! Limited product choice •! Limited media channels •! Longer brand interactions !"#$%"!%&'(S*6,(#(B+.(+(-3:9(B6(*+:(?*166()!(8*+,,6@.(Y(Z( ,6B.E+E61F(M0(B679(,0(C!&9(,0(8+7@69(,0(65+3@F(#,(?*+?( 6,2310,56,?9(71+,:(3,?61+8J0,.(80>@:(76(5>8*(@0,461(+,:( •! Higher barriers to entry 16?6,J0,(*34*61F()*616(B616([(71+,:.(0/(834+166.(Y(5+=76(]( 71+,:.(0/(80Q66F()*616(B616(,0(80Q66(.*0E.(W(^>.?(:3,61.(Y( 16.?+>1+,?.F(R,:(46_,4(+(,6B(E10:>8?(?0(5+1-6?(B+.(?0>4*;(
  • 19.
    !"#$%"!%&'(#(8+,(,0B(46?( +(*+@/U8+Q9(/1+EE+(508*+( .0=(@+6(8*3,09(,0(/0+59( ,0(.@66269(,0(B*3E9( +,=J56(#(B+,?F(S6(*+26( ,6+1@=(>,@353?6:(8*03869( .0(>,@6..(=0>(*+26(?6,.(0/( 53@@30,.(0/(:0@@+1.(?0( .E6,:(=6+1(0261(=6+19( 50,0@3?*38(56..+43,4(,0( @0,461(B01-.F(( ( `V6?H.(*6+1(3?(/01( )355=Ua0H.;b(
  • 20.
    WHY TRADITIONAL APPROACHESARE FALTERING !"#$%"!%&'(R.(B6(8+,(.66( *6169(J569(+6,J0,(Y(?1>.?( *+26(+@@(:10EE6:L( H BLIS O PU TY T BILI ER A SUM CON LB*3@6(E10:>8?(8*0386(+,:(56:3+(8@>61(*+26(.-=108-6?6:F( <35>@?+,60>.@=9(?*6(80,.>561(,0B(*+.(?*6(+73@3?=(?0( E>7@3.*(?0>8*E03,?.(0,(0>1(76*+@/(W(01(+4+3,.?(>.F( "&#K#MRV(!%&<#"M'(RK%M)(S#VCI#&%(
  • 21.
    CORPORATE REPUTATION IMPACTORS US 2006( US 2010( Quality products & services! 53%! Transparent & honest practices! 83%! ! ! Attentive to customer needs! 47%! Company I can trust! 83%! ! ! Strong financial performance! 42%! High-quality products/services! 79%! ! ! Fair pricing! 38%! Communicates frequently! 75%! ! ! A well-known brand! 37%! Treats employees well! 72%! ! ! Good employee relations! 35%! Good corporate citizen! 64%! ! ! Socially responsible! 33%! Prices fairly! 58%! ! ! Visible CEO! 23%! Innovator! 48%! ! ! Dialogue with stakeholders! 23%! Top leadership! 47%! ! ! Employee/CEO blogs! 12%! Financial returns! 45%! !"#$%"!%&'(a0B(80,.>561.(236B(014+,3A+J0,.(*+.(8*+,46:F(D68+>.6(0/(:68@3,3,4( ?1>.?9(B6(,0B(E@+86(?1+,.E+16,8=9(*0,6.?=9(/16X>6,?(8055>,38+J0,(+?(?*6(?0E(0/( ?*6(@3.?(0/(?*3,4.(?*+?(5+-6(>.(?1>.?F(<083+@(3.(+(E61/68?(B+=(?0(+::16..(?*6.6F( EDELMAN TRUST BAROMETER, 2010
  • 22.
    !"#$%"!%&'(!"#$%&"''"()%*+$$,%+16(8*0EE6:(:0B,(6261=(=6+1(3,(?*6(N<(?0(E13,?( E*0,6700-.F(D68+>.6(0/(+,(+,JX>+?6:(7>.3,6..(50:6@9(?*6=H16(:6@32616:(?0(0>1( :001(164+1:@6..(0/(0>1(E16/616,86F(V%C(73@@70+1:.(7@3,:(>.(B*3@6(:1323,4(+?(,34*?( 768+>.6(+,(+:261J.61(B3@@(E>?(?*631(1626,>6(40+@.(76/016(?*6(.+/6?=(0/(=0>1(/+53@=F( R,:(,0B(80556183+@.(+16(763,4(.*0B,(0,70+1:(+3181+c9(+,:(8+,H?(76(?>1,6:(0QF(( D=(165023,4(80,.>561(8*03869(+:261J.61.(7>3@:(416+?(+,,0=+,86(+,:(:3.?1>.?9( *>1J,4(?*631(0B,(1626,>6(W(3,(?*6(*0E6.(0/(16+8*3,4(E60E@6(B*0(8+,(-'+$-./%P,:( +,=?*3,4(?*6=(B+,?F(R16(B6(7>3@:3,4(?1>.?(=6?O(dIR#V( MARKETING STILL FOCUSING ON INTRUSION & INTERRUPTION
  • 23.
    SOCIAL CHANNELS ENABLEUS TO ENGAGE IN WAYS THAT BUILD TRUST — AND TO BE AT THE END OF A SEARCH, RATHER THAN AN INTRUSION ON THE WAY TO A DESTINATION. IV#$e&F$"fgha")"<gh"S%&D""e)&RM$%(
  • 24.
    WHEN WE HAVE CHOICE,INTRUSIONS OR FORCED LACK OF CHOICES CREATES ANNOYANCE, EVEN ANGER
  • 25.
    WHEN WE’RE ANNOYED, WESENSE CORPORATE SELF- INTEREST AND START DISTRUSTING MARKETING EFFORTS
  • 26.
    AND WHEN WE DISTRUST,WE DON’T BUY. (HINT: DECREASED REVENUE)
  • 27.
    55 NUMBER OF MINUTES THE AVERAGEUSER SPENDS EACH DAY ON FACEBOOK SOURCE: FACEBOOK !"#$%"!%&'(f016(0/(0>1(J56(+,:(+6,J0,(+16(6,:3,4(>E(3,(.083+@(8*+,,6@.F(S*=O(
  • 28.
    50% PEOPLE WHO ARE MORE LIKELY TO BUY IF ENGAGED VIA SOCIAL SITES CHADWICK MARTIN BAILEY, FEB 2010 !"#$%"!%&'(S6H16(5016(@3-6@=(?0(E>18*+.6(+,:( 1680556,:(B*6,(6,4+46:(23+(.083+@LF+4+3,9(B*=O(
  • 29.
    66% !"#$%"!%&'(S*6,(#(B+.(+(5+1-6J,4( :3168?019(#(816+?6:(?*6(?0>8*E03,?.(/01( 5=(71+,:F(D>?(,0B9(#(8+,,0?(E0..37@=( 0>?E+86(80,.>561.9(B*0(+16(816+J,4( ,6B(?0>8*E03,?.(?*10>4*(T6@E9( I0>1.X>+169(T0>)>769(6?8F( PERCENTAGE OF BRAND TOUCHPOINTS ARE NOW GENERATED BY CONSUMERS SOURCE: MCKINSEY QUARTERLY, JULY 2009
  • 30.
    CLICKTHROUGH RATE FORAVERAGE BANNER AD 0.19% FORRESTER, 2008 AFFINITY OUTPERFORMS INTRUSION BY 38X CLICKTHROUGH FOR AVG FACEBOOK WALL POST 6.49% VITRUE, AUGUST 2009
  • 31.
    1 in 2leads to B2B websites are coming from… Leads from LinkedIn Groups most likely to convert. Visitors from LinkedIn Groups most likely to attend webinars. V%RCI"&f#i(<)NCT("I(jkl(DjD($"fhRM#%<(m(I%D(jnZZ(
  • 32.
    DESPITE FIVE YEARSOF PROMISE, MANY ARE STILL SKEPTICAL ABOUT SOCIAL BUSINESS ha")"'(IV#$e&F$"fgha")"<gTNK%M&"( ]j(
  • 33.
    THE DISCONNECT FORBOOMERS Be proper. Formal looks better. Never block any opportunity. Oversharing is “weak” & “prideful.” Guarded is safe. Your suit & tie means you are successful and trustworthy. THE REALITY FOR MILLENNIALS Grew up with Google, so sharing means being found. Formalities . are boring. Would rather do business with the likeminded. A suit & tie means you are out of touch or untrustworthy. 2010-11 WHEN MILLENIALS WILL SURPASS BOOMERS IN THE WORKFORCE ha")"'(IV#$e&F$"fgha")"<geR)#MRVTMM(
  • 34.
    SO HOW CANI REACH MORE PEOPLE? !"#$%"!%&'(f+,=(700561U+46(5+1-6?61.(-66E(+.-3,49(o*0B(8+,(#(16+8*(5016( E60E@6Op()*3,-3,4(3,(?615.(0/(6=67+@@.(+,:(16+8*F(M")(B*+?(.083+@(3.(+70>?F((
  • 35.
    BOOMERS’ PERSPECTIVE: “BE SEEN, BE HEARD” MILLENNIALS’ PERSPECTIVE: “BE SEEN, BE FOUND”
  • 36.
    1. CREATE CONTENTTHAT IS FOUND AND BUILDS TRUST Proof points External voices, expert interviews (video, text) Testimonials Yelp reviews, visitor rankings, featured quotes Inside looks Webcams, factory tours, blog posts Employee perspectives Employee video vignettes, personal biographies Mgmt relations pieces CEO podcast, product mgr blog, day-in-the-life
  • 37.
    2. MAKE THATCONTENT EASY TO FIND Tag it to Transcribe not annoy rich media Leverage Enable & existing encourage communities conversation
  • 38.
    3. MAKE THATCONTENT EASILY SHARED •! Enable sharing technologies like AddThis, Facebook Connect, Google Connect •! Users are 4x more likely to join a community if done through Facebook Connect •! Encourage sharing via “human engineering”
  • 39.
    4. ENABLE ENGAGEMENT Invest in Enable moderation & comments coaching Engage Make fanning, fearlessly, with faving, liking guardrails very easy
  • 40.
    GOOGLE <3s ENGAGEMENT !"#$%"!%&'(",6(?*3,4(5+,=(5+1-6?61.(/0146?(3.(?*+?(K004@6(@026.(6,4+4656,?F( K004@6(+..>56.(?*+?(3/(E60E@6(+16(?+@-3,4(+70>?(+(E+1J8>@+1(E3686(0/(80,?6,?9(?*+?( 0?*61.(B3@@(B+,?(?0(P,:(3?(?009(+,:(1+,-.(3?(*34*61F(V6?H.(@00-(+?(+,(6G+5E@6F(
  • 41.
    !"#$%"!%&'(#(E0.?6:(+(E*0?0(0/(5=(B3/6(?0( I@38-1(.3G(=6+1.(+40F()*0>4*?(3?(B+.(?*6( *06.?(E+..E01?(E*0?0(#H:(6261(.66,F(S10?6( o*06.?(B05+,(6261Fp()B0(=6+1.(+40(#( ,0J86:(?*3.(E*0?0(B+.(46_,4(SRT(5016( ?1+r8(?*+,(5=(0?*61(.*0?.9(3,8@>:3,4(0?*61.( 0/(*61F(I@38-1(+,+@=J8.(.+3:(?*6(16/6113,4(.3?6( B+.("&-0$,10((0'$12(&%B3?*(?*6(.6+18*( .?13,4(o*06.?(B05+,(6261Fp(oM0(B+=9p(#( ?*0>4*?F(D>?(.>16(6,0>4*L( qZ(
  • 42.
    L5=(B3/6(3.(0r83+@@=(?*6(a06.?(S05+,( %261(0,(K004@6;(`0-+=9(.*6(+@?61,+?6.(7+8-( +,:(/01?*(B3?*(s6,,+(I3.8*61(/01(P1.?(E@+86b( ( S*=O(K004@6(@026.(80,261.+J0,F(I@38-1(3.(+( .083+@(8055>,3?=(:1+B3,4(5+..326( 80,261.+J0,(+10>,:(3?.(E*0?0.9(805E+16:( ?0(=0>1(?=E38+@(o7+76(7@04pF( ( "-+=9(E@>.9(.*6H.(E16=(*0?;(!( qj(
  • 43.
    !"#$%"!%&'(#,( jnnt9(+($058+.?( 8>.?0561(E0.?6:( +(T0>)>76(23:60( 0/(+(?68*,383+,( ?*+?(/6@@(+.@66E(0,( *3.(.0/+(B*3@6(0,( *0@:(B3?*( $058+.?( 8>.?0561(.612386F( )*6(23:60(B6,?( 231+@(+,:(=6+1.( @+?61(3.(.J@@(0,(?*6( P1.?(E+46(0/( .6+18*(16.>@?.(/01( $058+.?F(( ( S*=O(K004@6( @026.( 80,261.+J0,F(
  • 44.
    SHORT-FORM CONTENT SHARING (NOT JUST BROADCASTING) ON TWITTER DECIDE ON LONG-FORM CONTENT (INTELLECTUAL CAPITAL = THE BEST “SEARCH FODDER”) VIA CONTENT BLOGS COMMUNITY BUILDING, FORMS ENGAGEMENT AND INFLUENCE (NOT “LIKES”) VIA FACEBOOK !"#$%"!%&'(T0>(:0,H?(*+26(?0(76(6261=B*616(+,:(:0(6261=?*3,4(3,(.083+@F(h38-(=0>1( 7+@6.F(#.(=0>1(80,?6,?(?=E38+@@=(.*01?U/015O()B361F(V0,4U/015O(!3:60(01(+(7@04F( R@@(+70>?(8055>,3?=(+,:(@0=+@?=O(I+86700-F(
  • 45.
    PODCASTS THROUGH BLOGTALKRADIO.COM WHITE PAPERS AND THOUGHT USE LEADERSHIP ON SCRIBD, KNOL.GOOGLE.COM, AND SEARCH- SLIDESHARE.NET FRIENDLY CREATE VIDEO SLIDESHOWS VENUES TO ON ANIMOTO.COM BE FOUND ANSWER IMPORTANT BUSINESS QUESTIONS ON LINKEDIN Q&A !"#$%"!%&'()*616(+16(5+,=(/166(?00@.(?*+?(+@@0B(=0>(?0(7>3@:(?1>.?(>.3,4(.083+@F( )*6=(^>.?(?+-6(+(73?(0/(816+J23?=F(N.6(?*65(?0(7>3@:(E100/(E03,?.(+70>?(=0>9(=0>1( ?*3,-3,4(+,:(=0>1(6,?61E13.6F(
  • 46.
    BLOGTALKRADIO Build trust and show your stuff with a phone-in podcast. Use the player to embed the show into your website or blog.
  • 47.
    GOOGLE KNOL Google’s Knolis a repository for knowledge. What golden truths and painful learnings have you acquired in your career? Build trust and have your knowledge be found.
  • 48.
    Scribd is asocial community around whitepapers and documents. Share long-form thinking there. SCRIBD
  • 49.
    The #1 searchlocation for presentations. Combine an SLIDESHARE audio track to create a great case for your business.
  • 50.
    ANIMOTO Take still imageryand add a music track on Animoto, and voila, you get a video that 8 years ago would have cost you $80,000. Someone once compared Animoto to a box in which you put in chrome & glass, shake, and out comes a Ferrari. Include graphic slides that have text, or edit a voiceover into your music track, and the site will create a downloadable HD video.
  • 51.
  • 52.
    NOW LET’S GOBEYOND BEING FOUND – TO BEING ENGAGING
  • 53.
    THINK BEYOND PUBLISHING Marketers often stop at the Publishing step, and frequently leave out Study and even Listen. How much more could we accomplish if aimed beyond?! STUDY LISTEN PUBLISH ENGAGE INFLUENCE ACTIVATE STEP 1:! STEP 2:! STEP 3:! STEP 4: We don"t STEP 5: Even STEP 6: Our Study the Listen for NOW you can just want eyeballs better if we can ultimate goal competition, what your publish the and reach. Content inspire faving, is activation: the tools & market wants right content, should be sharing, liking, advocacy, the trends.! to hear. ! cost- engaging, fanning, loyalty, effectively.! interactive.! forwarding.! preference.! Activation is a greater CREATIVE CHALLENGE It’s also a greater REVENUE OPPORTUNITY $0,86E?(7=(CCDH.(&07(M6B6@@(`v@@6B6,b(
  • 54.
  • 55.
    Problem: how toget more CANADIAN Americans to consider a Canadian vacation during a TOURISM: recession? GETTING How to amplify authentic AMERICANS TO Canadian travel experiences? ENGAGE How to make that content engaging?
  • 56.
  • 57.
    $15K ON DIRECTMAIL = 200 NEW CUSTOMERS $7,500 ON OUTDOOR = 300 NEW CUSTOMERS $0 ON TWITTER = 1800 NEW CUSTOMERS BUSINESS GROWTH: $4MM -> $50MM IN 3 YRS 57
  • 58.
  • 59.
    FIFTH HIGHEST SALESDAY EVER FOR VIRGIN AMERICA THROUGH “PROMOTED TWEETS” [l(
  • 60.
    INFLUENCE •! In 2009,changes in Canadian border policies regarding Mexican visitors created a stir amongst Mexican bloggers, and generated negative online mentions and sentiment toward Canada. •! The Radar DDB Team showed up at Vancouver airport to provide Mexican visitors with a very enthusiastic and warm Canadian welcome. •! The entire stunt was shot and uploaded to YouTube, where it created a positive effect on related conversation.
  • 61.
  • 62.
    TO ACHIEVE ACTIVATION,NO MATTER WHAT THE MEDIA,! THERE HAS TO BE A IDEA THAT MOVES YOU.
  • 63.
    !"#$%"!%&'(&6.6+18*(:0,6(7=(M076@(V+>16+?6(C+,36@(e+*,65+,(.*0B.(?*+?(B6( *+26(?B0(.=.?65.(/01(5+-3,4(:683.30,.'(1+J0,+@(E1086..3,4(Y(650J0,+@( E1086..3,4F()*6(E107@65(3.(?*+?(650J0,.(+16(6+.=(?0(E1086..(1+E3:@=9(+,:(0,( E+1+@@6@(E+?*.F(%50J0,.(+16(6Q01?@6..F(( ( D>?(1+J0,+@(?*3,-3,4(3.(.3,4@6U?*16+:6:9(?+-6.(6Q01?9(+,:(3.(.@0B(?0(E1086..F(<0( 4>6..(B*+?O(l[w(0/(0>1(:683.30,(5+-3,4(3.(7+.6:(0,(650J0,.;( DECISION-MAKING IS 95% EMOTIONAL, 5% RATIONAL. flickr.com/photos/" myklroventine"
  • 64.
    WHERE WILL YOUFIND MORE EMOTION? 4=#>?.(@#/#AB&/(C.&(*B=A,(D(-/(BE(*-F(GHII( j[9nnn9nnn( !"#$%"!%&'(B*=(:0(?*6.6(5+^01(:0?U805.(46?(.0(5>8*(@6..(?1+r8(?*+,(?*631( 71+,:(/+,(E+46.O(S*616(B0>@:(T"N(E16/61(?0(6,4+46'(0,(+(.3@6,?9(@0,6@=(:0?U 805(.3?6(W(01(B*3@6(B3?*(=0>1(/136,:.(+,:(/+53@=O(( jn9nnn9nnn( 012)34+50'( +7+2K+7<2'(( J71K+7*'(I6L( J71K+7*'(GOHPHHH( M#""#B=(?=#>?./6( ?=#>?./6( Z[9nnn9nnn( !29(:2;8'( !29(:2;8'( IN(M#""#B=(?=#>?./( GG(M#""#B=(?=#>?./( Zn9nnn9nnn( [9nnn9nnn( n( 012)34+506+7*( !2+83775(!29(:;( +7+2+7<26+7*( !2+83775(!29(:;(
  • 65.
    DDB Canada washired by Knorr, a packaged food offering, to promote a new low-sodium product called Sidekicks. The challenge: how to move consumers to choose a rational- benefit product – when it"s a side dish?! CREATE AN IDEA TO EMOTIONALLY MOVE PEOPLE … OVER RICE?
  • 66.
  • 67.
    DDB STARTED THECONVERSATION WITH TRADITIONAL BROADCAST
  • 69.
    !"#$%"!%&'(#,(+::3J0,( ?0(?*6(?1+:3J0,+@(56:3+9( ?*6(&+:+1(CCD(.083+@( 56:3+(?6+5(8+56(>E(B3?*( +(E@+,(?0(4326(<+@?=(+( .083+@(56:3+(.?+46(/01(*3.( @3/6(+c61(763,4(.,>776:F(( ( )*6(?6+5(6,4+46:(B3?*( E60E@6(:3168?@=(?*10>4*( 2+130>.(.083+@(8*+,,6@.(3,( ?*6(o20386p(0/(<+@?=9(?0( 1+3.6(71+,:(+B+16,6..( +,:(6,4+46(>.61.9( 3,x>6,86(76*+2301(+,:( +8J2+?6(?*65(?0(816+?6( 80,?6,?F((
  • 70.
    !"#$%"!%&'(?*6( ?6+5(764+,( 6,4+43,4(B3?*( E60E@6(3,( 8*+1+8?619(+.-3,4( X>6.J0,.(+,:( E0.J,4(E*0?0.( 0/(<+@?=(+,:(h6E( /105(.?1+,46( E@+86.F(( ( h60E@6( 3556:3+?6@=( 16.E0,:6:F(
  • 71.
    !"#$%"!%&'(S6(+@.0(816+?6:(?*166(P@5UX>+@3?=(.E0?.(/01(T0>)>76(:3.?137>J0,(0,@=9( B*38*(80,J,>6:(?*6(.?01=(0/(<+@?=H.(V3/6(+B+=(/105(?*6(:3,,61(?+7@6F(( ( h001(@3@6(<+@?=(80>@:,H?(8+?8*(+(716+-(+,=B*616F()*3.(@6?(>.(80,J,>6(?*6(.?01=(+c61( ?*6(01343,+@(710+:8+.?(8+5E+34,(80,8@>:6:(+,:(B+.(E>@@6:F(
  • 72.
    !"#$%"!%&'(?*6(&+:+1(CCD( ?6+5(626,(*+:(<+@?=(+,:(h6E( .*0B3,4(>E(3,(>,6GE68?6:( E@+86.(@3-6(8166E=(B678+5(.3?6( $*+?&0>@66F(#,.?6+:(0/(.056( .*31?@6..(:>:6(B3?*(+(8*3,.?1+E9( E60E@6(80,,68?6:(B3?*(+(.+@?( +,:(E6EE61(.*+-61F( ( 34+5+",$6%
  • 73.
  • 74.
  • 75.
  • 76.
    !"#$%"!%&'(<056(B*0(+8X>316:(?*6(.*+-61.(.*0?(+,:(>E@0+:6:(?*631(0B,( T0>)>76(23:60.(y.056(B3?*(?*0>.+,:.(0/(236B.F(
  • 77.
    !"#$%"!%&'(<056(E60E@6(626,(?00-(J56(0>?(0/(?*631(7>.=(:+=.(?0(816+?6(E+.?+(+1?F( ( 7(),4&$+;0$)$+-*$.%5-,*-%-+*%-+(4).%-%!"#$%&#'#(#"1()*3,-(+70>?(?*+?F(
  • 78.
    FIRST THIRTY DAYS: 6000 FACEBOOK FANS 375,000 VIDEO IMPRESSIONS IN SO DID IT FIRST 30 DAYS; TOTAL MEDIA COST: $0 WORK? 20,000 SALTY & PEP SHAKERS SOLD OUT IN FIRST 25 DAYS DDB’S HIGHEST WEBSITE TRAFFIC EVER RESULTS UNIT SALES ROSE BY 24% OVER FOR KNORR PREVIOUS YEAR SIDEKICKS SURPASSED UNCLE BEN’S AS #1 BRAND IN THE CATEGORY
  • 79.
    WHAT RESULTS WOULDKNORR HAVE SEEN IF THEY’D ONLY PLANNED SOME SOCIAL MEDIA TACTICS? OR JUST A COMMERCIAL?
  • 80.
    AND WHAT IF THEREWAS NO EMOTIONAL HOOK?
  • 81.
    YOU DON’T NEEDA SOCIAL MEDIA STRATEGY. YOU NEED AN ENGAGEMENT STRATEGY. AN INFLUENCE STRATEGY. OR AN ACTIVATION STRATEGY. WHATEVER THE MEDIA.
  • 82.
    AN EMOTIONALLY APPEALING IDEA + A MEDIA-AGNOSTIC APPROACH = ENGAGEMENT, INFLUENCE AND ACTIVATION ACROSS ALL MEDIA
  • 83.
    A FEW FINALTHOUGHTS •! Don’t try to do everything — do a few things, very well, based on an engagement strategy. •! Quality of content and conversation will drive quantity of fans. Focus on quality. It’s not a damned basketball game – that’s “reach” thinking. •! Boomers (often management) need to understand that affinity and authenticity have surpassed propriety. And that’s not necessarily a bad thing. •! Do not be the interruption on the way to many customer’s destinations. Be the destination, for those who value your offering.
  • 84.
    THANK YOU, MOUNT ROYAL! ERICWEAVER Twitter: @weave Ant’s Eye View creates engagement, influence and activation strategies for some of the largest companies in North America. Read more about how we do it at antseyeview.com.