Presentation given to MBA students at Boston University School of Management's Internet Marketing class on June 21, 2010. Focus was on how big, established brands can succeed in this new environment of shifting demographics, social technology, and media proliferation.

1. OUT OF THE FISHBOWL.
Presented by
Marta Kagan
Managing Director, US | Espresso
www.brandinfiltration.com
marta@brandinfiltration.com
Twitter.com/mzkagan

2. Once upon a time…
2

3. Today…
3

4. 1. Social tools like blogs, social networks and video sharing sites have made it
easy for virtually anyone to publish content and share opinions.
4

5. 2. Media proliferation and subsequent fragmentation have made
“buying eyeballs” more costly and less effective.
5

6. 3. The first generation
of Digital Natives are
coming of age.
They comprise ¼ of the total
US population and 1/3 of
the total global population.
6

7. For marketers,
this confluence of factors
is nothing short of a revolution.
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8. NOW
WHAT?

9. 1. INTEGRATE “OLD”
&“ NEW” MEDIA.

11. 2. EMPOWER & EN
ABLE
PEOPLE TO MARKET
WITH YOU.

17. 3. CREATE JOY!
CONVERSATIONS, NOT CAMPAIGNS.
EXPERIE NCES, NOT ADS.
MEANING, NOT MESSAGES.

19. 20

22. YOUR BRAND ISN’T
WHAT YOU SAY IT I
S.
IT’S WHAT THEY SAY IT IS.

23. “FORGET YOUR BRAND. You don't own it, because it is
literally nothing. You can spend all sorts of time and
money trying to manufacture public opinion, but
ultimately, that's up to the public, now isn't it?”
— Anonymous voice behind @BPGlobalPR

24. REMEMBER THAT “HOPE”
IS NOT A STRATEGY.

26. IN SUMMARY…
INTEGRATE “OLD” & “NEW” MEDIA.
EMPOWER & ENABLE PEOPLE TO MARKET
WITH YOU.
CREATE JOY!

27. AND DO NOT…
BROADCAST OR ATTEMPT TO “CONTROL”
THE MESSAGE.
SIT ON THE SIDELINES TILL THERE’S A CRISIS.
“LEAVE IT TO THE INTERN.”

28. QUESTIONS?
twitter.com/mzkagan
marta@brandinfiltration.com
www.brandinfiltration.com