Bottom-Up Marketing
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The media world has been turned upside down. Small is now big. Less marketing is now more marketing. You gain control by giving it up. Believe it or not, there are actually some rules in this crazy environment. They start with acknowledging that influence is undergoing an inversion. Important information increasingly starts at the street level and spreads upward. A new breed of tech-savvy consumers and business professionals is accelerating this trend. Learn some skills to cope.
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Bottom-Up Marketing
- 2. The Way We’re Going
- 3. “ We would hope people want to drink [Diet Coke] more than try experiments with it." Coca-Cola spokeswoman quoted in The Wall Street Journal
- 5. Old Media
- 6. New Media
- 9. A Case Study: Motrin Moms
- 11. Influence Inversion Courtesy Digitas
- 12. Customer at the Center
- 14. The Way We Will Be
- 15. Credibility Through Validation Source: Elliance, Inc.
- 16. Many Ways to Influence PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Consult a professional Readers letters Phone in; TV / Radio Talk to shop worker Personal blog Social network page Widgets Photo sharing site Chat rooms Message boards Video sharing site Comments on blogs Comments on websites Viral emails Wish lists Ratings on retail sites Reviews on retail sites Auction websites Social Bookmarking Chat room Price comparison sites Social shopping sites Talk face to face Consult a professional Readers Letters Phone in; TV / Radio Talk to shop worker Phone call Talk face to face Phone call SMS Email Instant Messenger Talk face to face Talk to shop worker Consumer influence channels Source: Universal McCann Erickson
- 17. Consumer trust level by source We Trust Strangers More Than Experts
- 18. “ Never underestimate the extent to which people want to be involved in advertising.” Dave Balter, Founder/CEO, BzzAgent
- 19. The New Physicians Dr. Kevin Stepp, 36, Cleveland, OH Total YouTube views: 55,000 Dr. Jay Parkinson, 33, Brooklyn, NY One of the “Top 10 Most Creative People in Healthcare” – Fast Company 1,100 Twitter followers
- 20. The New Physicians Surgeons send 'tweets' from operating room -CNN, 2/17/09 “ Dr. Craig Rogers, the lead surgeon in the Henry Ford surgery, said the impetus for his Twittering was to let people know that a tumor can be removed without taking the entire kidney.” Source: Manhattan Research survey of 1,832 U.S.physicians
- 21. Pharmas Jump In Symbicort on YouTube Reckitt Benckiser on MySpace (7k friends) Novartis on Twitter J&J blog & Facebook group (9,000 fans) “ We always held out the risk of adverse events as the reason not to participate. But we haven’t had any adverse events in the last two years and only a handful of negative comments.” Mark Monseau Director of Corporate Communications for Social Media, J&J McNeil on Facebook
- 23. Virtual world Review engine Private community Social Network Video Podcast Blog Match Tools to Goals ☻ ☻ ☻ ☻ ☻ ☻ Sales leads ☻ ☻ ☻ ☻ ☻ Frand advocates ☻ ☻ ☻ Customer feedback ☻ ☻ ☻ ☻ Customer service ☻ ☻ ☻ ☻ ☻ ☻ Product promotion ☻ ☻ ☻ ☻ ☻ Generate new product ideas ☻ ☻ ☻ ☻ ☻ Media relations ☻ ☻ ☻ ☻ ☻ Market research ☻ ☻ ☻ ☻ ☻ Humanize the company ☻ ☻ ☻ Generate web traffic ☻ ☻ ☻ ☻ ☻ Expose employee talent ☻ ☻ ☻ ☻ ☻ ☻ ☻ ☻ ☻ ☻ ☻ ☻ Customer conversation ☻ ☻ ☻ Crisis management ☻ ☻ Counter negativity ☻ ☻ ☻ Build community
- 26. Put Communities to Work Needs Definition Product Architecture Iterative Development Field Testing Viral Marketing Peer Support Product lifecycle
- 27. Thank you! Paul Gillin Senior Counsel, Morrissey & Co. 508-202-9807 [email_address] gillin.com Twitter: @pgillin Available on Amazon or from w ww.NewInfluencers.com Available on Amazon or from www.SSMMBook.com
Editor's Notes
- 09/01/09
- Readers Digest just declared bankruptcy. Purchased for $1.6 billion just two years ago, that investment is now worthless This is not a matter of big media vs. Internet; it’s big media vs. small media
- About 30% of all TV ads are vaporized by Tivo today
- This revolution is emphasised in the number of channels consumers now have to share and publish opinions. Social Media has provided consumers with the opportunity to contribute and publish opinions like never before. This has moved billions of thoughts online
- Universal McCann Erickson Its clear what an impact these channels have had. The result is that we now TRUST a strangers opinion almost as much as people we know! A MASSIVE CHANGE • The top four trusted forms of recommendation are all direct conversation – significantly two of these are now on internet channels: email and Instant Messenger • We trust strangers online almost as much as face to face Recommendation • We would much rather trust a stranger than a celebrity, by a long way • We trust a stranger over any paid-for communications or Advertising • We trust a stranger more in a regulated environment like reviews in a retail site such as Amazon or an auction site like eBay • Blogs are becoming a trusted form of opinion, blogs from people you know rank at number 7 and those by from professionals or micropublishers, number 15. Blogs are almost as trusted as their written word counterparts, magazines and newspapers • Not everything online is trusted: emails from companies are only marginally more trusted than celebrities
- 09/01/09
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