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FMI	
  2012	
  




       Digital	
  Media	
  |	
  Mobile	
  Media	
  |	
  Social	
  Media	
  

SOCIAL	
  MEDIA	
  2.0	
  
UPGRADING	
  TO	
  EVERYTHING	
  
WHAT	
  WE’LL	
  COVER	
  
•  2012.	
  	
  What	
  We	
  Can	
  Expect	
  
•  What’s	
  Happening	
  in	
  the	
  Space	
  
•  What’s	
  The	
  Latest?	
  
•  Social	
  Media	
  Gone	
  Wrong	
  and	
  What	
  We	
  
   Learned	
  
•  PredicJons	
  for	
  2013	
  
Cobalt LLP Social Media Presentation 2012
•  MORE	
  AND	
  MORE:	
  	
  Social	
  Media	
  
•  CONVERGENCE:	
  Twi@er	
  +	
  Times	
  Square	
  
•  INFLUENCE	
  SCORING:	
  	
  CreaHng	
  
   Measurements	
  
•  GAMIFICATION:	
  	
  Virtual	
  play	
  =	
  real	
  life	
  money	
  
•  SOCIAL	
  SHARING:	
  	
  “checking	
  in”	
  from	
  
   anywhere	
  
•  SOCIAL	
  TELEVISION:	
  	
  Watch-­‐and-­‐Interact	
  
Source:	
  	
  HBR	
  blog.	
  	
  December	
  2011	
  
•  TWITTER – “I am at a Grocery Store”
•  FACEBOOK – “I like this Grocery Store”
•  FOURSQUARE – “I am the “mayor” of this
   this grocery store RIGHT NOW.”
•  INSTAGRAM – “Here’s an old-timey
   photo of the Grocery Store.”
•  YOUTUBE – “Look at me in the Grocery
   Store.”
•  SPOTIFY – “I’m listening to the
   soundtrack from “Clerks.”
•  PINTEREST – “Here are all my favorite
   Foods at the Grocery Story.”
•  GROUPON – “I bought this grocery store
   food at ½ price.”
•  LINKEDIN – “My skills include Grocery
   Shopping.”
Cobalt LLP Social Media Presentation 2012
Cobalt LLP Social Media Presentation 2012
SO	
  YOU	
  WERE	
  LATE	
  TO	
  THE	
  FACEBOOK,	
  TWITTER	
  AND	
  PINTEREST	
  PARTY…	
  

OTHER	
  SITES	
  TO	
  WATCH	
  (AND	
  NOT)	
  
Cobalt LLP Social Media Presentation 2012
Cobalt LLP Social Media Presentation 2012
Cobalt LLP Social Media Presentation 2012
Cobalt LLP Social Media Presentation 2012
Cobalt LLP Social Media Presentation 2012
WHAT’S	
  THE	
  LATEST	
  

CONVERGENCE	
  
COMBINING MULTIPLE
   DIGITAL AND/OR
 BRICK-AND-MORTAR
     PLATFORMS
GEOFENCING

    USING
 GEOLOCATION     You must be cold
SOFTWARE AND     at that bus stop!
                 That GAP behind
 SOCIAL MEDIA     you has a nice
                  warm sweater.
  TO DELIVER     Use this code for
personalized    25% off now: brrsf

   CONTENT
WRAPP LETS ME PICK OUT A PERSONAL GIFT:
•  I know what my friend would like
•  My friend doesn’t have to sign up for a coupon
•  My “feed” is pulled from Facebook
What’s	
  the	
  Latest	
  

INFLUENCE	
  SCORING	
  
Cobalt LLP Social Media Presentation 2012
What’s	
  the	
  latest	
  

GAMIFICATION	
  
Cobalt LLP Social Media Presentation 2012
GAMIFICATION	
  
Create	
  custom	
  or	
  	
  pre-­‐packaged	
  social	
  games	
  	
  
  that	
  reward	
  users	
  with	
  real	
  world	
  perks	
  
What’s	
  the	
  Latest?	
  

SOCIAL	
  SHARING	
  
Cobalt LLP Social Media Presentation 2012
What’s	
  the	
  Latest?	
  

SOCIAL	
  TELEVISION	
  
INFLUENCER	
  
    TWEET	
  	
  
COMING	
  SOON	
  
FTC:	
  	
  false	
  adverJsing	
  
CAN-­‐SPAM	
  
FCC:	
  statements	
  made	
  on	
  	
  
air	
  (and	
  to	
  whom)	
  
SNOPA:	
  	
  protecJon	
  for	
  
employees	
  

FEDERAL	
  &	
  
STATE	
  LAW	
  
• DIRECT	
  REWARD	
  
                                         • SPONSOR	
  MAKES	
  MONEY	
  
REFER	
  A	
  FRIEND	
  PROGRAMS….	
     WITHOUT	
  LEGAL	
  VIOLATION	
  
                                         • LEVERAGES	
  SOCIAL	
  MEDIA	
  



                                         • RIPE	
  FOR	
  FRAUD	
  
                                         • REQUIRES	
  PRIVACY	
  SCREEN	
  
                                         • POTENTIAL	
  CAN-­‐SPAM	
  
                                         • 	
  PR	
  ISSUES	
  IF	
  RULES	
  
                                         UNCLEAR	
  	
  
• 	
  GENERATES	
  CONTENT	
  AND	
  SALES	
       • 	
  PUBLIC	
  VOTING	
  MAY	
  BE	
  ILLEGAL	
  
• 	
  VIRAL	
  EVEN	
  FOR	
  NON-­‐ENTRANTS	
     • 	
  POTENTIAL	
  COPYRIGHT	
  ISSUES	
  
• 	
  CREATES	
  UGC	
  FOR	
  LATER	
  USE	
      • 	
  GO	
  WITH	
  THE	
  WINNER?	
  
• 	
  PROMOTES	
  LOYALTY	
                        • 	
  OWNERSHIP	
  CHALLENGES	
  
• 	
  ANCILLARY	
                                  • 	
  MUDDY	
  R&D?	
  
                                                   • 	
  LOW	
  TURNOUT	
  
• 	
  IN	
  DEPTH	
  VIRAL	
  MARKETING	
        • 	
  FTC	
  DISCLOSURE	
  RULES	
  APPLY	
  
• 	
  INCREASES	
  PRESS	
                       • 	
  RELINQUISHING	
  CONTROL	
  MEANS	
  
• 	
  TAKES	
  ADVANTAGE	
  OF	
  EXISTING	
     MESSAGE	
  CAN	
  STRAY	
  
TALENT	
  	
  AND	
  “STREET	
  CRED”	
  	
      • 	
  STRUCTURE	
  COULD	
  RESEMBLE	
  
• 	
  LEVERAGES	
  RELEVANT	
  HI	
              EMPLOYMENT	
  CONTRACT	
  	
  
INFLUENCE	
  PEOPLE	
                            • 	
  	
  REQUIRES	
  MANAGEMENT	
  OF	
  
• 	
  CHEAPER	
  THAN	
  HIRING.	
               LOOSE	
  CANNONS	
  
Creates	
  traffic	
  
Allows	
  for	
  “treasure	
  hunJng”	
     Limited	
  parJcipants	
  
Rewards	
  true	
  fans	
                   Could	
  create	
  “zoo”	
  
Allows	
  exposure	
  for	
  exhibits	
     Requires	
  a	
  camera	
  
Allow	
  for	
  maximum	
  virality	
  
• 	
  SPONSORS	
  MAKE	
  A	
  SALE	
  
• 	
  	
  SALE	
  	
  IS	
  NOT	
  TRIGGERED	
  UNTIL	
  
POPULARITY	
  ACCESSED	
  
• 	
  CAN	
  LIMIT	
  OR	
  UNLIMIT	
  DEAL	
  
• 	
  INCREASES	
  TRAFFIC	
  ON	
  SOCIAL	
  
MEDIA	
  SITES	
  




• 	
  BAD	
  POTENTIAL	
  PUBLICITY	
  
• 	
  	
  GIFT	
  CARD	
  LAW	
  APPLIES	
  
• 	
  	
  CUSTOMERS	
  MAY	
  NOT	
  
UNDERSTAND	
  TERMS,	
  LEADING	
  TO	
  
PR	
  PROBLEM.	
  
“uh	
  oh…	
  am	
  I	
  in	
  trouble?”	
  

AVOIDING	
  	
  PITFALLS	
  
T IP:!
                                                                         tion   5 of
                                                                    Sec             T:!
                                                                       e FT  C AC
                                                                 th              cers
                                                                      infl uen
RelaJonship	
  must	
  be	
  disclosed	
  or	
  company	
  liable	
  
                                                                         sh  ould
                                                                         disc   lose
Cobalt LLP Social Media Presentation 2012
THE	
  PIMP-­‐DADDY	
  OF	
  SOCIAL	
  MEDIA	
  SITES	
  




CONTESTS	
  AND	
  SWEEPSTAKES	
  MUST	
  BE	
  
ADMINISTERED	
  THROUGH	
  APPS	
  ONLY	
  (NO	
  
“LIKE”	
  OR	
  “COMMENT”	
  PROMOTIONS).	
  
NO	
  FACEBOOK	
  ACT	
  CAN	
  BE	
  REQUIRED	
  
NO	
  USE	
  OF	
  “LIKE”	
  AS	
  A	
  VOTING	
  MECHANISM	
  
NO	
  FACEBOOK	
  ENDORSEMENT	
  
:	
                    u age	
  
Tip                 	
  lang          ing	
  
           	
  foul              amm
 •  No pid-­‐fire	
  sp
  •     No	
  ra
TIP:	
  
•  Discourage	
  mulJple	
  accounts.	
  
•  Discourage	
  spamming	
  and	
  mulJple	
  retweets.	
  
Cobalt LLP Social Media Presentation 2012
SOCIAL	
  MEDIA	
  GONE	
  WRONG	
  
                         horribly	
  horribly	
  wrong	
  
                         …..	
  and	
  WHAT	
  WE	
  LEARNED	
  
Cobalt LLP Social Media Presentation 2012
If	
  it’s	
  not	
  your	
  campaign,	
  you	
  cannot	
  control	
  the	
  message	
  
If	
  the	
  message	
  is	
  bad,	
  consider	
  whether	
  change	
  is	
  warranted	
  

PRACTICE	
  POINTER:	
  
THINK	
  THE	
  WORST,	
  THEN	
  ACT	
  
Cobalt LLP Social Media Presentation 2012
PromoJons	
  and	
  coupons	
  should	
  be	
  clear	
  that	
  pre-­‐screening	
  event	
  will	
  happen	
  
If	
  a	
  contest,	
  rules	
  should	
  state	
  that	
  brand	
  must	
  be	
  held	
  in	
  “posiJve	
  light.”	
  
Popular	
  vote	
  should	
  never	
  fully	
  govern	
  results	
  of	
  a	
  UGC	
  promoJon	
  
Expect	
  “gaming”	
  of	
  the	
  system	
  
Admit	
  your	
  mistake	
  and	
  turn	
  it	
  into	
  posiJve	
  PR	
  



PRACTICE	
  POINTER:	
  NEVER	
  
PENALIZE	
  THE	
  CONSUMER	
  
“THIS	
  PRETTY WITH INK DESIGN	
  IS	
  AWFULLY	
  
                                  CLOSE	
  TO	
  VISTAPRINT’S”	
  




       Defensive,	
  	
  
nasty	
  reply	
  backfired!	
  
Don’t	
  try	
  something	
  you	
  cannot	
  pull	
  off	
  
Always	
  be	
  authenJc	
  
If	
  you	
  cannot	
  airact	
  an	
  audience,	
  it’s	
  probably	
  not	
  your	
  audience	
  

PRACTICE	
  POINTER:	
  	
  BE	
  TRUTHFUL,	
  
EVEN	
  IF	
  IT	
  HURTS	
  
August,	
  2011	
  
  Seiled	
  for	
  a	
  
“chicken	
  check”	
  
Viral	
  means	
  return	
  can	
  be	
  huge	
  
FTC	
  won’t	
  want	
  to	
  hear	
  “I	
  ran	
  out”	
  
While	
  supplies	
  last	
  isn’t	
  always	
  a	
  cure-­‐all	
  

PRACTICE	
  POINTER:	
  PLAN	
  FOR	
  A	
  
“HIT”.	
  
Consider	
  “the	
  OPRAH	
  factor”	
  when	
  hiring	
  a	
  celebrity	
  (no,	
  really…	
  
remember	
  the	
  beef?)	
  
State	
  law	
  requires	
  enough	
  “on	
  hand”	
  to	
  reasonably	
  accommodate	
  
                                                                      nilon
Downloadable	
  coupons	
  and	
  codes	
  should	
  have	
  dU imits	
  
                                                             A fter aily	
  
Unique	
  promo	
  codes	
  are	
  advisable	
   ded
                                             oun Ensues
                                 o	
  p Gr em
Internet	
  is	
  worldwide,	
  seetlace	
  appropriate	
  geographic	
  limits	
  
                         l
                   t as F . Mayh
              Q uan alks
               Stops T
Cobalt LLP Social Media Presentation 2012
TEST	
  

           Microsoft’s using a worldwide tragedy
           as a marketing opportunity. Oh, and
           100K? @bing #bingcheapbastards
Cobalt LLP Social Media Presentation 2012
If	
  bad	
  intent	
  can	
  be	
  construed	
  against	
  a	
  marketer,	
  it	
  will	
  
Defensive	
  postures	
  will	
  be	
  laughed	
  at,	
  mocked,	
  and	
  shared	
  
Viral	
  Bad	
  is	
  worse	
  than	
  nothing	
  

PRACTICE	
  POINTER:	
  TIMING	
  IS	
  
EVERYTHING.	
  
Cobalt LLP Social Media Presentation 2012
AGs	
  frown	
  on	
  lack	
  of	
  preparaJon	
  –	
  it’s	
  not	
  an	
  excuse	
  
Know	
  you	
  technology	
  (mayorships	
  can	
  change	
  hourly)	
  
Date-­‐stamp	
  promoJons	
  and	
  limit	
  to	
  first	
  “winner”	
  per	
  day	
  
Tell	
  staffers	
  about	
  the	
  promoJon	
  before	
  it’s	
  released	
  

PRACTICE	
  POINTER:	
  INTERNAL	
  
EDUCATION	
  IS	
  IMPORTANT	
  
Cobalt LLP Social Media Presentation 2012
Cobalt LLP Social Media Presentation 2012
Cobalt LLP Social Media Presentation 2012

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Cobalt LLP Social Media Presentation 2012

  • 1. FMI  2012   Digital  Media  |  Mobile  Media  |  Social  Media   SOCIAL  MEDIA  2.0   UPGRADING  TO  EVERYTHING  
  • 2. WHAT  WE’LL  COVER   •  2012.    What  We  Can  Expect   •  What’s  Happening  in  the  Space   •  What’s  The  Latest?   •  Social  Media  Gone  Wrong  and  What  We   Learned   •  PredicJons  for  2013  
  • 4. •  MORE  AND  MORE:    Social  Media   •  CONVERGENCE:  Twi@er  +  Times  Square   •  INFLUENCE  SCORING:    CreaHng   Measurements   •  GAMIFICATION:    Virtual  play  =  real  life  money   •  SOCIAL  SHARING:    “checking  in”  from   anywhere   •  SOCIAL  TELEVISION:    Watch-­‐and-­‐Interact   Source:    HBR  blog.    December  2011  
  • 5. •  TWITTER – “I am at a Grocery Store” •  FACEBOOK – “I like this Grocery Store” •  FOURSQUARE – “I am the “mayor” of this this grocery store RIGHT NOW.” •  INSTAGRAM – “Here’s an old-timey photo of the Grocery Store.” •  YOUTUBE – “Look at me in the Grocery Store.” •  SPOTIFY – “I’m listening to the soundtrack from “Clerks.” •  PINTEREST – “Here are all my favorite Foods at the Grocery Story.” •  GROUPON – “I bought this grocery store food at ½ price.” •  LINKEDIN – “My skills include Grocery Shopping.”
  • 8. SO  YOU  WERE  LATE  TO  THE  FACEBOOK,  TWITTER  AND  PINTEREST  PARTY…   OTHER  SITES  TO  WATCH  (AND  NOT)  
  • 14. WHAT’S  THE  LATEST   CONVERGENCE  
  • 15. COMBINING MULTIPLE DIGITAL AND/OR BRICK-AND-MORTAR PLATFORMS
  • 16. GEOFENCING USING GEOLOCATION You must be cold SOFTWARE AND at that bus stop! That GAP behind SOCIAL MEDIA you has a nice warm sweater. TO DELIVER Use this code for personalized 25% off now: brrsf CONTENT
  • 17. WRAPP LETS ME PICK OUT A PERSONAL GIFT: •  I know what my friend would like •  My friend doesn’t have to sign up for a coupon •  My “feed” is pulled from Facebook
  • 18. What’s  the  Latest   INFLUENCE  SCORING  
  • 20. What’s  the  latest   GAMIFICATION  
  • 22. GAMIFICATION   Create  custom  or    pre-­‐packaged  social  games     that  reward  users  with  real  world  perks  
  • 23. What’s  the  Latest?   SOCIAL  SHARING  
  • 25. What’s  the  Latest?   SOCIAL  TELEVISION  
  • 26. INFLUENCER   TWEET     COMING  SOON  
  • 27. FTC:    false  adverJsing   CAN-­‐SPAM   FCC:  statements  made  on     air  (and  to  whom)   SNOPA:    protecJon  for   employees   FEDERAL  &   STATE  LAW  
  • 28. • DIRECT  REWARD   • SPONSOR  MAKES  MONEY   REFER  A  FRIEND  PROGRAMS….   WITHOUT  LEGAL  VIOLATION   • LEVERAGES  SOCIAL  MEDIA   • RIPE  FOR  FRAUD   • REQUIRES  PRIVACY  SCREEN   • POTENTIAL  CAN-­‐SPAM   •   PR  ISSUES  IF  RULES   UNCLEAR    
  • 29. •   GENERATES  CONTENT  AND  SALES   •   PUBLIC  VOTING  MAY  BE  ILLEGAL   •   VIRAL  EVEN  FOR  NON-­‐ENTRANTS   •   POTENTIAL  COPYRIGHT  ISSUES   •   CREATES  UGC  FOR  LATER  USE   •   GO  WITH  THE  WINNER?   •   PROMOTES  LOYALTY   •   OWNERSHIP  CHALLENGES   •   ANCILLARY   •   MUDDY  R&D?   •   LOW  TURNOUT  
  • 30. •   IN  DEPTH  VIRAL  MARKETING   •   FTC  DISCLOSURE  RULES  APPLY   •   INCREASES  PRESS   •   RELINQUISHING  CONTROL  MEANS   •   TAKES  ADVANTAGE  OF  EXISTING   MESSAGE  CAN  STRAY   TALENT    AND  “STREET  CRED”     •   STRUCTURE  COULD  RESEMBLE   •   LEVERAGES  RELEVANT  HI   EMPLOYMENT  CONTRACT     INFLUENCE  PEOPLE   •     REQUIRES  MANAGEMENT  OF   •   CHEAPER  THAN  HIRING.   LOOSE  CANNONS  
  • 31. Creates  traffic   Allows  for  “treasure  hunJng”   Limited  parJcipants   Rewards  true  fans   Could  create  “zoo”   Allows  exposure  for  exhibits   Requires  a  camera   Allow  for  maximum  virality  
  • 32. •   SPONSORS  MAKE  A  SALE   •     SALE    IS  NOT  TRIGGERED  UNTIL   POPULARITY  ACCESSED   •   CAN  LIMIT  OR  UNLIMIT  DEAL   •   INCREASES  TRAFFIC  ON  SOCIAL   MEDIA  SITES   •   BAD  POTENTIAL  PUBLICITY   •     GIFT  CARD  LAW  APPLIES   •     CUSTOMERS  MAY  NOT   UNDERSTAND  TERMS,  LEADING  TO   PR  PROBLEM.  
  • 33. “uh  oh…  am  I  in  trouble?”   AVOIDING    PITFALLS  
  • 34. T IP:! tion 5 of Sec T:! e FT C AC th cers infl uen RelaJonship  must  be  disclosed  or  company  liable   sh ould disc lose
  • 36. THE  PIMP-­‐DADDY  OF  SOCIAL  MEDIA  SITES   CONTESTS  AND  SWEEPSTAKES  MUST  BE   ADMINISTERED  THROUGH  APPS  ONLY  (NO   “LIKE”  OR  “COMMENT”  PROMOTIONS).   NO  FACEBOOK  ACT  CAN  BE  REQUIRED   NO  USE  OF  “LIKE”  AS  A  VOTING  MECHANISM   NO  FACEBOOK  ENDORSEMENT  
  • 37. :   u age   Tip  lang ing    foul amm •  No pid-­‐fire  sp •  No  ra
  • 38. TIP:   •  Discourage  mulJple  accounts.   •  Discourage  spamming  and  mulJple  retweets.  
  • 40. SOCIAL  MEDIA  GONE  WRONG   horribly  horribly  wrong   …..  and  WHAT  WE  LEARNED  
  • 42. If  it’s  not  your  campaign,  you  cannot  control  the  message   If  the  message  is  bad,  consider  whether  change  is  warranted   PRACTICE  POINTER:   THINK  THE  WORST,  THEN  ACT  
  • 44. PromoJons  and  coupons  should  be  clear  that  pre-­‐screening  event  will  happen   If  a  contest,  rules  should  state  that  brand  must  be  held  in  “posiJve  light.”   Popular  vote  should  never  fully  govern  results  of  a  UGC  promoJon   Expect  “gaming”  of  the  system   Admit  your  mistake  and  turn  it  into  posiJve  PR   PRACTICE  POINTER:  NEVER   PENALIZE  THE  CONSUMER  
  • 45. “THIS  PRETTY WITH INK DESIGN  IS  AWFULLY   CLOSE  TO  VISTAPRINT’S”   Defensive,     nasty  reply  backfired!  
  • 46. Don’t  try  something  you  cannot  pull  off   Always  be  authenJc   If  you  cannot  airact  an  audience,  it’s  probably  not  your  audience   PRACTICE  POINTER:    BE  TRUTHFUL,   EVEN  IF  IT  HURTS  
  • 47. August,  2011   Seiled  for  a   “chicken  check”  
  • 48. Viral  means  return  can  be  huge   FTC  won’t  want  to  hear  “I  ran  out”   While  supplies  last  isn’t  always  a  cure-­‐all   PRACTICE  POINTER:  PLAN  FOR  A   “HIT”.  
  • 49. Consider  “the  OPRAH  factor”  when  hiring  a  celebrity  (no,  really…   remember  the  beef?)   State  law  requires  enough  “on  hand”  to  reasonably  accommodate   nilon Downloadable  coupons  and  codes  should  have  dU imits   A fter aily   Unique  promo  codes  are  advisable   ded oun Ensues o  p Gr em Internet  is  worldwide,  seetlace  appropriate  geographic  limits   l t as F . Mayh Q uan alks Stops T
  • 51. TEST   Microsoft’s using a worldwide tragedy as a marketing opportunity. Oh, and 100K? @bing #bingcheapbastards
  • 53. If  bad  intent  can  be  construed  against  a  marketer,  it  will   Defensive  postures  will  be  laughed  at,  mocked,  and  shared   Viral  Bad  is  worse  than  nothing   PRACTICE  POINTER:  TIMING  IS   EVERYTHING.  
  • 55. AGs  frown  on  lack  of  preparaJon  –  it’s  not  an  excuse   Know  you  technology  (mayorships  can  change  hourly)   Date-­‐stamp  promoJons  and  limit  to  first  “winner”  per  day   Tell  staffers  about  the  promoJon  before  it’s  released   PRACTICE  POINTER:  INTERNAL   EDUCATION  IS  IMPORTANT