This document discusses how people have become the new media through social engagement, influence, and activation. It notes that we are in the midst of a profound cultural shift where captive audiences have given way to active ones who no longer defer to big brands, but instead refer to their friends. The document provides examples of how social media usage and influence has grown exponentially in recent years. It advocates that marketers leverage social media to build trust with consumers by focusing on engagement, influence, and inspiring real actions and advocacy rather than just outbound publishing. The six steps discussed are: study and plan, listen, publish, engage, influence, and activate.
Monologue to Dialogue Social Media And Digital Marketing MWalshMartin Walsh
**I've just uploaded the newest version here - http://slidesha.re/hNHbao
This is the detailed Digital and Social Media Marketing PowerPoint deck I have shared with the LAMP @ AFTRS Social Media seminar attendees. It is a general summary of some of the strategic development I have done over the past 36-48 months across digital marketing, social influence marketing, digital PR, measurement and analytics etc. I have much more material (and of course knowledge) on each subject contained in this deck. This deck is meant to provide newcomers some insight and guidance into a global enterprise level digital marketing and social influence marketing approach. **Some slides are not converting properly so I have reverted to a .PDF file. If you want a copy of the PowerPoint version please contact me.
In today’s connected culture, earning and maintaining attention is hard.
Funnels and channels are out of date and irrelevant. Digital is no longer about reach or exposure. Or, it is, but not just about that. Reach is the beginning. Digital success is all about ‘what’s next.’
Building relationships is about humanity: People respond to being asked for help.. It’s no longer about attention or loyalty, its about a shared sense of purpose. From Tom’s to Patagonia, mission is key.
Caleb Gardner, Digital Director of Organizing For Action, is strategist behind President Obama’s digital relationship-building operation. He joins Barefoot Proximity’s strategist Craig Heimbuch for a discussion about the nature of relationships between people and brands and why digital success means behaving more like humans than marketers.
1. How should marketers and movements think about strategy in today’s digital climate? Do traditional funnels and channel thinking still matter?
2. Why is asking for help more important than offering something for free? And how does digital ubiquity make it easier to create real relationships at scale?
3. Why does reach matter less than depth? How can brands and movements benefit from the thinking that 60M followers don’t matter?
Find out the answer to these questions in BBDO + Proximity's presentation, "Human Nature @Scale."
What's Next: Impact of Technology on Consumer BehaviorOgilvy Consulting
What are companies doing in the financial services industry to succeed at targeting a younger generation?
How did we get to a state in which we trust technology more than a face-to-face conversation?
Josh Peter, Senior Experience Designer at Ogilvy, leads this session on the business impact of technology on consumer behavior.
The document discusses building a product with community input rather than traditional marketing methods. It argues that word of mouth from friends and communities matters more than advertising. The author recommends starting by sharing information openly without asking for help first to build an engaged community. Developers should then ship products quickly, get feedback, be transparent and responsive even to negative comments. While listening to customers, companies must also drive innovation rather than letting users dictate all features. The key is finding a balance between community input and visionary leadership.
This document summarizes a social media and digital marketing short course. It discusses topics like creativity vs data, ROI, cookies, GDPR, viewability, interactivity, and data-driven advertising. It also covers the use of data in digital marketing, including targeting, re-targeting, and how data is used to optimize campaigns. GDPR and its impact on digital advertising are briefly discussed, including changes to how consumer data is collected and used.
This document provides an overview of key updates and events across major social media platforms. It discusses Facebook launching a new cryptocurrency called Libra and the subsidiary Calibra to manage it. It also summarizes crackdowns on inauthentic influencer content and increased brand safety considerations. Additionally, it outlines the rise of immersive brand integrations within gaming and highlights platform updates from Facebook, Instagram, YouTube, Twitter, LinkedIn and Snapchat focused on new features, monetization options, and algorithm changes.
Social media has trended towards visual content. In the past two years, Facebook launched Timelines, Pinterest became the third most popular social network, and Google+ relaunched with a visual-centric interface. Visual content allows you to craft a distinct brand identity, garner new interest, and connect on an emotional level with customers and fans. In short, a picture is worth way more than a thousand words.
Monologue to Dialogue Social Media And Digital Marketing MWalshMartin Walsh
**I've just uploaded the newest version here - http://slidesha.re/hNHbao
This is the detailed Digital and Social Media Marketing PowerPoint deck I have shared with the LAMP @ AFTRS Social Media seminar attendees. It is a general summary of some of the strategic development I have done over the past 36-48 months across digital marketing, social influence marketing, digital PR, measurement and analytics etc. I have much more material (and of course knowledge) on each subject contained in this deck. This deck is meant to provide newcomers some insight and guidance into a global enterprise level digital marketing and social influence marketing approach. **Some slides are not converting properly so I have reverted to a .PDF file. If you want a copy of the PowerPoint version please contact me.
In today’s connected culture, earning and maintaining attention is hard.
Funnels and channels are out of date and irrelevant. Digital is no longer about reach or exposure. Or, it is, but not just about that. Reach is the beginning. Digital success is all about ‘what’s next.’
Building relationships is about humanity: People respond to being asked for help.. It’s no longer about attention or loyalty, its about a shared sense of purpose. From Tom’s to Patagonia, mission is key.
Caleb Gardner, Digital Director of Organizing For Action, is strategist behind President Obama’s digital relationship-building operation. He joins Barefoot Proximity’s strategist Craig Heimbuch for a discussion about the nature of relationships between people and brands and why digital success means behaving more like humans than marketers.
1. How should marketers and movements think about strategy in today’s digital climate? Do traditional funnels and channel thinking still matter?
2. Why is asking for help more important than offering something for free? And how does digital ubiquity make it easier to create real relationships at scale?
3. Why does reach matter less than depth? How can brands and movements benefit from the thinking that 60M followers don’t matter?
Find out the answer to these questions in BBDO + Proximity's presentation, "Human Nature @Scale."
What's Next: Impact of Technology on Consumer BehaviorOgilvy Consulting
What are companies doing in the financial services industry to succeed at targeting a younger generation?
How did we get to a state in which we trust technology more than a face-to-face conversation?
Josh Peter, Senior Experience Designer at Ogilvy, leads this session on the business impact of technology on consumer behavior.
The document discusses building a product with community input rather than traditional marketing methods. It argues that word of mouth from friends and communities matters more than advertising. The author recommends starting by sharing information openly without asking for help first to build an engaged community. Developers should then ship products quickly, get feedback, be transparent and responsive even to negative comments. While listening to customers, companies must also drive innovation rather than letting users dictate all features. The key is finding a balance between community input and visionary leadership.
This document summarizes a social media and digital marketing short course. It discusses topics like creativity vs data, ROI, cookies, GDPR, viewability, interactivity, and data-driven advertising. It also covers the use of data in digital marketing, including targeting, re-targeting, and how data is used to optimize campaigns. GDPR and its impact on digital advertising are briefly discussed, including changes to how consumer data is collected and used.
This document provides an overview of key updates and events across major social media platforms. It discusses Facebook launching a new cryptocurrency called Libra and the subsidiary Calibra to manage it. It also summarizes crackdowns on inauthentic influencer content and increased brand safety considerations. Additionally, it outlines the rise of immersive brand integrations within gaming and highlights platform updates from Facebook, Instagram, YouTube, Twitter, LinkedIn and Snapchat focused on new features, monetization options, and algorithm changes.
Social media has trended towards visual content. In the past two years, Facebook launched Timelines, Pinterest became the third most popular social network, and Google+ relaunched with a visual-centric interface. Visual content allows you to craft a distinct brand identity, garner new interest, and connect on an emotional level with customers and fans. In short, a picture is worth way more than a thousand words.
20 Amazing Examples of Content-First Startups (the Content Inc. Model)Joe Pulizzi
Is there a better way to launch and grow a business? Joe Pulizzi believes the answer is yes. This presentation features 20 different examples of how entrepreneurs built remarkable businesses by first developing a loyal audience, and then launching products or services second.
eMarketer Webinar: Mobile, Social & Geolocation—Key Trends for MarketerseMarketer
The document discusses trends in mobile, social media, and geolocation for marketers, including the convergence of mobile and social network usage, evolving mobile communication behaviors, and growing interest in location-based services beyond just check-ins. It also covers privacy concerns around location data and introduces a new geofencing product called ShopAlerts by AT&T for customized and localized mobile marketing messages.
The Evolving Role of Brands for the Millennial GenerationEdelman
Edelman 8095®, named for the years in which the generation was born, 1980 to 1995, is an insights group studying the Millennial generation and their relationship with brands. Following a benchmark study in 2010, Edelman now unveils 8095® 2.0, an updated look at Millennials, their new aspirations and the role that brands play in their lives.
In recent years we have seen explosive growth in disposable content – from users and brands alike. And today, 1/3 of most viewed Instagram Stories are now created by businesses.
This webinar looks at the rise of Stories – and explores the psychology behind disposable content, how brands are using it creatively and how paid media can be used for amplification and targeting.
Our 2016 Social Media Survival Guide provides the What, Why and How to succeed this year, with a look at the Three Core Pillars of Social Media – Data, Creative & Amplification.
Be Seen, Be Found, Be Engaging (IABC Version)Eric Weaver
SEATTLE, WASHINGTON, USA - February 17, 2011 - Presentation from the IABC Seattle workshop "Communication Overload" - synopsis of my thinking from several previous "Social Media 105" presentations.
Nudgestock 2020 – Necessity is the Mother of ReinventionOgilvy Consulting
Every year, Ogilvy Consulting's Behavioural Science Practice hosts Nudgestock — the world’s largest festival of creativity and behavioural science. Ordinarily, this event is held on the British Seaside (a cunning strategy to help people focus on the day) with approximately 400 in attendance. However this year, as a result of Covid-19, we tried something different...and the results were astonishing.
This is a presentation I give to marketers who are using traditional methodologies to "communicate" with their core audiences. The purpose of this presentation is to educate and introduce traditional marketers and advertisers to the new consumer truths as well as educate them on the basics of interactive marketing and creative standards that fuel consumers conversations.
This is also used as a 101 to traditional agencies that are trying to build a digital culture with in their discipline sets.
An Analytics-Driven Approach to Becoming an Effective Brand Publisher - Long ...W2O Group
This document discusses an analytics-driven approach to becoming an effective brand publisher. It outlines challenges brands face in reaching audiences due to content overload and short attention spans. The author proposes a "Content as a Service" model with four work streams: social narrative development based on analytics; social channel strategy; content performance analysis; and participatory storytelling. The goal is to make content core to business objectives and ensure brands commit to becoming publishers.
Insights: Interviews on the Future of Social Media - Edited by Anil Dash & Gi...Brian Solis
This book was created as an exclusive reward for backers
of ThinkUp in the fall of 2013. The interviews
documented here took place over the span of several
months, but have been edited as lightly as possible to
best capture the energy and inspiration of the
interviewees.
The book’s first goal is to help members get more value out of using ThinkUp. More deeply, we hope these interviews reveal the thought involved in creating technology that is meaningful, built on ideas thatemerge over years or even decades of work.
The document discusses the importance of authenticity for brands on social media. It provides 7 qualities of authentic people, including being accepting of oneself and thoughtful. It also discusses how the pandemic led to more organic, home-shot content that viewers prefer. To market authentically, brands should be honest, ensure their values are true, remain consistent in messaging, and think before speaking. Examples are provided of Summersalt's inclusive campaign and Burger King's Moldy Whopper video that validated claims. The future of branding emphasizes transparency, live streaming, hashtags like #nofilter, and use of "real" models.
This document discusses strategies for brands to succeed in the digital world. It notes that the digital world is full of users, platforms, choices, and noise, with millions of new photos, videos, and tweets every minute. To stand out, brands must listen to users and create powerful, useful messages. The key aspects discussed are strategy, insights, trends, activations, and media. It emphasizes focusing on the audience, finding the right platforms and paths, using insights and trends to drive innovation, creating engaging content and activations, and moving from interruptive ads to unique branded content worth sharing.
Peter Pachal - How Mashable Cultivates a Loyal Audience of Snake Peopl… er, M...Julia Grosman
This document provides an overview of trends among Millennials and strategies for engaging them online. It discusses how Millennials value experiences over products and making an impact. It also analyzes popular platforms like Snapchat, Facebook, and YouTube and how they can be leveraged to tell visual stories and build engagement. The document warns that distributed platforms are fragmented and don't guarantee ownership of audiences. It presents Mashable Reels as an alternative for building owned audiences across devices through a visual storytelling format.
1. The document discusses how digital is no longer a separate channel and instead is integrated into all channels like TV, print, and outdoor advertising.
2. It argues that from the consumer's perspective, there is no distinction between "digital" or "social" - there is just "life" that brands need to become a part of.
3. The challenges for agencies, clients, and brands are to speed up their adaptation to these changes and shift from traditional approaches to providing 360-degree solutions that are digitally enabled across all touchpoints.
The New Viral: Effective, Not Just InfectiveBen Grossman
Subservient Chicken. Old Spice Guy. Real Beauty Sketches. They’re the stuff of viral video and marketing legend.
But where does that leave viral marketing today? Surprisingly abandoned. According to Google search data, interest in viral marketing has decreased by 80% since 2004.
Meanwhile, efficacy has evolved into a central focus for marketers who were once simply concerned with view counts and eyeballs. 86% of marketing leaders admit that their content marketing is only somewhat effective at creating business value. It’s the dawn of The New Viral – a digital and content marketing approach focused more on being effective than simply infective, while still making the most of organic spread.
Branding in the new era has shifted to more engagement orientated due to the advent of Web 2.0 and Social Media.The presentation aims at how, where and when aspects of it...
1. Social networks have evolved over time from early platforms focused on reconnecting existing friends to today's major networks that facilitate both connection and self-expression.
2. Early social networks helped users feel less than 6 degrees of separation from others but modern networks allow users to curate their own narratives and personas through content sharing and storytelling.
3. The major social networks of today each have unique features and approaches to discovering new content but all aim to maximize connection, content sharing, and user engagement through their interface designs and algorithms.
#OgilvyCannes 2014 Social Impact Report at #CannesLionsOgilvy
MediaWeek:
"Ogilvy also had the most prominent unofficial hashtag at the event, #ogilvycannes, which accounted for 82 per cent of mentions of unofficial hashtags with 27,132 mentions."
"Ogilvy demonstrated the value of a well-oiled social machine, with its own strategy playing a significant role in driving the agency to the top of the brand charts."
Salesforce quote: “Ogilvy was the dominant brand at Cannes Lions 2014, clocking 22,652 mentions online [during the week]. It jumped in early with a well-executed social strategy that even propelled Abraham Lincoln into one of the leading celebrity spots over the opening weekend – quoting his famous stance that ‘the best way to predict your future is to create it.’”
Links:
MediaWeek: http://www.mediaweek.co.uk/article/1300680/ogilvy-crushes-google-twitter
Salesforce: http://www.slideshare.net/ExactTarget/saturday-36254344?ref=http://www.mediaweek.co.uk/article/1300680/ogilvy-crushes-google-twitter
BuzzRadar: http://www.buzzradar.com/the-power-of-storytelling-cannes-lions-2014/
What's Next: Unlocking a powerful corporate culture in turbulent times and be...Ogilvy Consulting
Fast growth, diversification, turbulent times and beyond… when an organisation is at a turning point, its corporate culture is often harmed. This webinar helps leaders and companies to accompany their transformation and make their corporate culture a change accelerator, instead of an obstacle.
Starting with anthropological principles and ending with a bespoke method, the session considers inspiring cases of powerful corporate cultures that bring to life business strategy in the Covid context and beyond - to continue exciting and retaining talent!
People Media - Media and Information Literacy (MIL)Mark Jhon Oxillo
This document discusses different types of "people media", which refers to individuals involved in using, analyzing, producing, and spreading media and information. There are two main types: people as media, where the individual themselves serves as the medium; and people in media, who work behind other forms of media. Examples of people as media include opinion leaders, citizen journalists, social journalists, and crowdsourcers. People in media include print journalists, photojournalists, broadcast journalists, and multimedia journalists who utilize different mediums like text, photos, radio, and online platforms. The document provides descriptions and characteristics of various roles within people media.
PEOPLE MEDIA
- Definitions
- Characteristics
- Format and Types
- Advantages and Limitations
- Applications to Teaching-Learning process
- People as Media and People in Media
- Digital People Media
20 Amazing Examples of Content-First Startups (the Content Inc. Model)Joe Pulizzi
Is there a better way to launch and grow a business? Joe Pulizzi believes the answer is yes. This presentation features 20 different examples of how entrepreneurs built remarkable businesses by first developing a loyal audience, and then launching products or services second.
eMarketer Webinar: Mobile, Social & Geolocation—Key Trends for MarketerseMarketer
The document discusses trends in mobile, social media, and geolocation for marketers, including the convergence of mobile and social network usage, evolving mobile communication behaviors, and growing interest in location-based services beyond just check-ins. It also covers privacy concerns around location data and introduces a new geofencing product called ShopAlerts by AT&T for customized and localized mobile marketing messages.
The Evolving Role of Brands for the Millennial GenerationEdelman
Edelman 8095®, named for the years in which the generation was born, 1980 to 1995, is an insights group studying the Millennial generation and their relationship with brands. Following a benchmark study in 2010, Edelman now unveils 8095® 2.0, an updated look at Millennials, their new aspirations and the role that brands play in their lives.
In recent years we have seen explosive growth in disposable content – from users and brands alike. And today, 1/3 of most viewed Instagram Stories are now created by businesses.
This webinar looks at the rise of Stories – and explores the psychology behind disposable content, how brands are using it creatively and how paid media can be used for amplification and targeting.
Our 2016 Social Media Survival Guide provides the What, Why and How to succeed this year, with a look at the Three Core Pillars of Social Media – Data, Creative & Amplification.
Be Seen, Be Found, Be Engaging (IABC Version)Eric Weaver
SEATTLE, WASHINGTON, USA - February 17, 2011 - Presentation from the IABC Seattle workshop "Communication Overload" - synopsis of my thinking from several previous "Social Media 105" presentations.
Nudgestock 2020 – Necessity is the Mother of ReinventionOgilvy Consulting
Every year, Ogilvy Consulting's Behavioural Science Practice hosts Nudgestock — the world’s largest festival of creativity and behavioural science. Ordinarily, this event is held on the British Seaside (a cunning strategy to help people focus on the day) with approximately 400 in attendance. However this year, as a result of Covid-19, we tried something different...and the results were astonishing.
This is a presentation I give to marketers who are using traditional methodologies to "communicate" with their core audiences. The purpose of this presentation is to educate and introduce traditional marketers and advertisers to the new consumer truths as well as educate them on the basics of interactive marketing and creative standards that fuel consumers conversations.
This is also used as a 101 to traditional agencies that are trying to build a digital culture with in their discipline sets.
An Analytics-Driven Approach to Becoming an Effective Brand Publisher - Long ...W2O Group
This document discusses an analytics-driven approach to becoming an effective brand publisher. It outlines challenges brands face in reaching audiences due to content overload and short attention spans. The author proposes a "Content as a Service" model with four work streams: social narrative development based on analytics; social channel strategy; content performance analysis; and participatory storytelling. The goal is to make content core to business objectives and ensure brands commit to becoming publishers.
Insights: Interviews on the Future of Social Media - Edited by Anil Dash & Gi...Brian Solis
This book was created as an exclusive reward for backers
of ThinkUp in the fall of 2013. The interviews
documented here took place over the span of several
months, but have been edited as lightly as possible to
best capture the energy and inspiration of the
interviewees.
The book’s first goal is to help members get more value out of using ThinkUp. More deeply, we hope these interviews reveal the thought involved in creating technology that is meaningful, built on ideas thatemerge over years or even decades of work.
The document discusses the importance of authenticity for brands on social media. It provides 7 qualities of authentic people, including being accepting of oneself and thoughtful. It also discusses how the pandemic led to more organic, home-shot content that viewers prefer. To market authentically, brands should be honest, ensure their values are true, remain consistent in messaging, and think before speaking. Examples are provided of Summersalt's inclusive campaign and Burger King's Moldy Whopper video that validated claims. The future of branding emphasizes transparency, live streaming, hashtags like #nofilter, and use of "real" models.
This document discusses strategies for brands to succeed in the digital world. It notes that the digital world is full of users, platforms, choices, and noise, with millions of new photos, videos, and tweets every minute. To stand out, brands must listen to users and create powerful, useful messages. The key aspects discussed are strategy, insights, trends, activations, and media. It emphasizes focusing on the audience, finding the right platforms and paths, using insights and trends to drive innovation, creating engaging content and activations, and moving from interruptive ads to unique branded content worth sharing.
Peter Pachal - How Mashable Cultivates a Loyal Audience of Snake Peopl… er, M...Julia Grosman
This document provides an overview of trends among Millennials and strategies for engaging them online. It discusses how Millennials value experiences over products and making an impact. It also analyzes popular platforms like Snapchat, Facebook, and YouTube and how they can be leveraged to tell visual stories and build engagement. The document warns that distributed platforms are fragmented and don't guarantee ownership of audiences. It presents Mashable Reels as an alternative for building owned audiences across devices through a visual storytelling format.
1. The document discusses how digital is no longer a separate channel and instead is integrated into all channels like TV, print, and outdoor advertising.
2. It argues that from the consumer's perspective, there is no distinction between "digital" or "social" - there is just "life" that brands need to become a part of.
3. The challenges for agencies, clients, and brands are to speed up their adaptation to these changes and shift from traditional approaches to providing 360-degree solutions that are digitally enabled across all touchpoints.
The New Viral: Effective, Not Just InfectiveBen Grossman
Subservient Chicken. Old Spice Guy. Real Beauty Sketches. They’re the stuff of viral video and marketing legend.
But where does that leave viral marketing today? Surprisingly abandoned. According to Google search data, interest in viral marketing has decreased by 80% since 2004.
Meanwhile, efficacy has evolved into a central focus for marketers who were once simply concerned with view counts and eyeballs. 86% of marketing leaders admit that their content marketing is only somewhat effective at creating business value. It’s the dawn of The New Viral – a digital and content marketing approach focused more on being effective than simply infective, while still making the most of organic spread.
Branding in the new era has shifted to more engagement orientated due to the advent of Web 2.0 and Social Media.The presentation aims at how, where and when aspects of it...
1. Social networks have evolved over time from early platforms focused on reconnecting existing friends to today's major networks that facilitate both connection and self-expression.
2. Early social networks helped users feel less than 6 degrees of separation from others but modern networks allow users to curate their own narratives and personas through content sharing and storytelling.
3. The major social networks of today each have unique features and approaches to discovering new content but all aim to maximize connection, content sharing, and user engagement through their interface designs and algorithms.
#OgilvyCannes 2014 Social Impact Report at #CannesLionsOgilvy
MediaWeek:
"Ogilvy also had the most prominent unofficial hashtag at the event, #ogilvycannes, which accounted for 82 per cent of mentions of unofficial hashtags with 27,132 mentions."
"Ogilvy demonstrated the value of a well-oiled social machine, with its own strategy playing a significant role in driving the agency to the top of the brand charts."
Salesforce quote: “Ogilvy was the dominant brand at Cannes Lions 2014, clocking 22,652 mentions online [during the week]. It jumped in early with a well-executed social strategy that even propelled Abraham Lincoln into one of the leading celebrity spots over the opening weekend – quoting his famous stance that ‘the best way to predict your future is to create it.’”
Links:
MediaWeek: http://www.mediaweek.co.uk/article/1300680/ogilvy-crushes-google-twitter
Salesforce: http://www.slideshare.net/ExactTarget/saturday-36254344?ref=http://www.mediaweek.co.uk/article/1300680/ogilvy-crushes-google-twitter
BuzzRadar: http://www.buzzradar.com/the-power-of-storytelling-cannes-lions-2014/
What's Next: Unlocking a powerful corporate culture in turbulent times and be...Ogilvy Consulting
Fast growth, diversification, turbulent times and beyond… when an organisation is at a turning point, its corporate culture is often harmed. This webinar helps leaders and companies to accompany their transformation and make their corporate culture a change accelerator, instead of an obstacle.
Starting with anthropological principles and ending with a bespoke method, the session considers inspiring cases of powerful corporate cultures that bring to life business strategy in the Covid context and beyond - to continue exciting and retaining talent!
People Media - Media and Information Literacy (MIL)Mark Jhon Oxillo
This document discusses different types of "people media", which refers to individuals involved in using, analyzing, producing, and spreading media and information. There are two main types: people as media, where the individual themselves serves as the medium; and people in media, who work behind other forms of media. Examples of people as media include opinion leaders, citizen journalists, social journalists, and crowdsourcers. People in media include print journalists, photojournalists, broadcast journalists, and multimedia journalists who utilize different mediums like text, photos, radio, and online platforms. The document provides descriptions and characteristics of various roles within people media.
PEOPLE MEDIA
- Definitions
- Characteristics
- Format and Types
- Advantages and Limitations
- Applications to Teaching-Learning process
- People as Media and People in Media
- Digital People Media
1) This document discusses different types of people in media, academic settings, and as media themselves. It provides examples of hosts, reporters, video jockeys, bloggers, and other online personalities in media.
2) In academic settings, it discusses teachers, tutors, coaches, and students. It also mentions curriculum designers and administrators.
3) People can also act as media themselves by spreading information and raising awareness on topics like science, mathematics, languages, and social studies.
4) Advantages of people as media include spreading social awareness and information, while limitations include possible lack of verification and credentialing of the information they provide.
The document provides the mechanics and definitions for a game called "People Media" that will be played by students divided into groups. The mechanics describe how the groups will be given words to define using paper scraps in envelopes, with the first group to finish gaining a point. Definitions are then provided for "People", "Media", and "People Media". The document then lists some advantages and disadvantages of using people as a medium for communication.
People can act as media themselves by disseminating information to others. The document defines people media as an assembly of people with a common interest where they become the main means of mass communication. It discusses how people have historically served as transmitters of information by sharing knowledge through oral traditions, manuscripts, the printing press, and later technological developments like radio, television, and the internet. The characteristics, applications in education, advantages, and issues involved with people acting as media are also outlined.
People Media ( Media and Information Literacy for Grade 11)Reah_dulana
A lesson about Media and Information Literacy that talks about people as the main source of communication. It is comprises with Print media, Radio media, TV media, Web media, and Instructional media. This PowerPoint could help the students to understand the lesson briefly.
The Socially Powered Enterprise (for #SM201)Eric Weaver
SEATTLE, WASHINGTON, USA - April 15, 2010 - Presentation for the Microsoft Social Media 201 Conference (#SM201) held in Redmond, WA. Audio track to follow within a week.
Viral marketing is a 15yo term with a lot of baggage—and we say it's time to kick it to the curb. Sure, you want your video or marketing campaign to "go viral," but viral isn't what a video or campaign is, it's a term that describes how it spreads. And unlike a real virus, which has the mechanism for spreading built right into it, your video is going to have to work a little harder. In this deck, we'll show you how and why.
Viral marketing is a 15yo term with a lot of baggage—and we say it's time to kick it to the curb. Sure, you want your video or marketing campaign to "go viral," but viral isn't what a video or campaign is, it's a term that describes how it spreads. And unlike a real virus, which has the mechanism for spreading built right into it, your video is going to have to work a little harder. In this deck, we'll show you how and why.
This document discusses viral marketing versus consumer-driven marketing. It argues that viral marketing assumes people will passively spread a brand's message like a virus, while consumer-driven marketing assumes people will actively choose to share brand content with friends. The document provides examples of successful consumer-driven campaigns and outlines a formula for success that involves creating highly shareable content, treating customers like fans, and enabling sharing. The overall message is that consumer-driven marketing is more effective than trying to force viral spread.
This document summarizes a presentation about using social media to build trust and drive revenue. It discusses how traditional marketing approaches are less effective today due to changes in consumer behavior and technology. Specifically, consumers have more choices, are more empowered and connected through social media, and expect transparency and engagement from companies. The presentation argues that companies need to adopt a new approach focused on building long-term relationships through social content that builds trust and allows consumers to easily find and share information about the company. It provides examples of content types and formats that can be used across social media platforms to engage consumers and drive awareness.
Future of advertising - Some thoughts from the present to predict the future ...Agustín Soriano
I was asked to make this presentation for a conference and, despite the topic being really tricky, I've tried to place some bets about the future for agencies and brands. Don't take this really seriously because the future can't be guessed and there is only one prediction that is 100% sure...
The document discusses predictions for the future of advertising from various experts and sources. It notes that while new technologies and platforms will continue emerging, the core importance of creativity will remain. Predictions include brands focusing on entertainment over product promotion; evolving storytelling into immersive experiences; finding authentic purposes beyond promotional messages; embracing trial-and-error through rapid testing; and leveraging cultural insights instead of becoming disconnected from culture. The conclusion emphasizes that overcoming indifference through remarkable creative work is what allows brands to write their own futures rather than just predict them.
This document discusses how traditional marketing is becoming less effective and discusses strategies for word-of-mouth marketing (WOMM) and creating positive buzz around products and services. It notes that only 18% of TV ads generate positive ROI while word-of-mouth recommendations influence over 90% of purchasing decisions. The document outlines how WOMM spreads through social networks and identifies network "hubs" as important influencers. It provides examples of buzz marketing techniques like viral marketing and discusses how brands can identify ideal products to generate positive word-of-mouth.
The state of consumer trust, their complicated outlook, and thinking to help you solidify your consumer relationships.
THE BREAKDOWN: I've taken some high-level findings from the 2022 Edelman Trust Barometer and Accenture's The Human Paradox, and provided my insight and actionable thinking to their findings.
ABOUT ME: My name is Matt. I'm an advertising creative director with 23 years of agency experience. I believe that mass communicators have a responsibility to act as leaders. If you have the power to influence, you're inherently obligated to lead positive change.
Influence is a social currency connecting those who have knowledge and topical experience with those that seek it. In a fragmented media environment, where millennials consume content and are exposed to marketing messages in a state of “continuous partial attention,” influencers have never been more important.
BUZZMEDIA's massive study of U.S. millennials focuses on the personal dynamics of influence: How influence is created, nurtured, earned and shared via social media. The study details the rise of the influencer as a ‘relatable icon’ and the role these dynamic individuals play in a consumer’s day to day life.
This document discusses word-of-mouth marketing (WOMM) techniques and how they can be used to drive growth through positive buzz. Traditional marketing is becoming less effective due to issues like ad blocking, consumer distrust of ads, and higher costs for lower returns. WOMM is more trusted and influential, with two-thirds of the US economy influenced by word-of-mouth. Brand advocates have a large impact on purchasing decisions and are more important than brand image. The document outlines techniques to create buzz through social media and influencers, as well as characteristics that make ideas spread more contagiously through networks.
This document discusses the shift from a business model focused on interruptive advertising and transactions to a "Hub Mentality" focused on community interaction. It notes that the rise of the internet and information age has empowered customers by giving them more choices and transparency. Businesses must adapt to this new environment by becoming a trusted source of value for customers rather than just focusing on sales. The ability to build an engaged community will determine a business's success in the 21st century.
iDirect is the confluence of digital and direct marketing. It is interactive, information-driven, insightful, innovative and iterative. This presentation highlights the imperative for iDirect and its 4 fundamental tenets.
This document summarizes a debate about whether social media is mature. The point argues that social media connects brands to huge audiences, allows efficient impressions, and audiences are emotionally invested. However, the counterpoint argues that big agencies are not built for social media, objectives are unclear, and engagement is hard to measure. In the end, it concludes that developing cross-departmental strategies, establishing roles, prioritizing customer relationships, identifying key metrics, understanding engagement value, embracing technology, and innovating can help social media mature further.
Brands And Digital Culture: It Doesn't Have To SuckAvin Narasimhan
Presentation I gave at the end of February 2011 at The Olin School of Business @ Washington University in St Louis. Part of a new marketing seminar series they've started with the goal of bringing different types of industry folks into their classrooms to give lessons of both success and failure to future brand managers and CMOs. My session specifically was around what role digital platforms can play for brands, and to discuss some broad ideas about how it works and doesn't work.
Social media is transforming how consumers interact with brands and make purchasing decisions. It allows for two-way dialogue between companies and customers rather than one-way broadcast communication. To succeed with social media, companies must adopt a new marketing philosophy that focuses on building relationships through open, social, and collaborative engagement with audiences. Measurement of social media involves tracking metrics like followers, interactions, and click-throughs to understand engagement and ROI. Examples are given of companies that have successfully used creative social media campaigns to raise brand awareness and reconnect with consumers.
DMA 2009 iDirect presentation Stan Rapp & Tim SutherTim Suther
This document summarizes a presentation about iDirect marketing. It discusses four fundamentals of iDirect marketing: 1) data is the new black and knowing customer value, 2) optimization requires a 360 degree customer view, 3) the confluence of insight and media, and 4) accountability and execution. Examples are given of how iDirect marketing has increased revenue and reduced costs for companies. The presentation concludes by outlining 10 ideas for an iDirect mindset to increase business results.
Food is ripe for an upgrade: how emerging tech is transforming an industryEric Weaver
In 2018, Americans wasted over $165 billion of food - 40% of the entire US food supply (CNBC). In the meantime, 40 million Americans were listed as "food insecure" (USDA). What's creating this waste? According to Maersk Growth, 75% of food waste happens before product reaches retail shelves. The culprit: inefficiencies created by poor or missing data.
There are four emerging technologies that can save billions of dollars and reduce financial, reputational and health risks. They include IoT sensors (to gather data), 5G networks (to connect that data), blockchain data ecosystems (to share that data), and artificial intelligence (to operationalize that data).
In this keynote from the 2019 Emerging Technologies Conference, Transparent Path CEO Eric Weaver shares how these four emerging technologies are beginning to work together to leverage data in ways that identify and limit waste earlier in the supply chain.
What are you feeding me? Blockchain, trust & the future of foodEric Weaver
Arsenic in your rice. Donkey meat in your ground beef. Salmonella in your child's shampoo. Sugar water in your grandmother's insulin shot. Incidents of counterfeit products, contamination, and outright fraud are mushrooming in the food, beauty and pharma sectors — and consumer trust has plummeted to historic lows. But what if your products could talk? Tell you where they came from, and where they've been? If they were real - or if they'd spoiled? Former Xerox VP Eric Weaver discusses the growing risks around these very personal products and how distributed ledger tech is allowing brands to demonstrate proof of origin, chain of custody, and marketing claims. Attendees will walk away with a deeper understanding of how integrating IoT and blockchain technologies with on-the-ground certification is transforming the packaged goods sector.
Everyone talks about Disruption like it's a GOOD THINGEric Weaver
BEST SEEN IN FULL-SCREEN MODE
My keynote from #GetSocial2017 in Dublin, Ireland, detailing the challenges created by digital disruption and some tips on how to bring people along on the Digital Transformation Journey. Employees like process and equilibrium and abhor change, yet tech disruption demands change. How do you anticipate the disruption and then transform the team to adapt and adopt?
The Five Horsemen of Digital DisruptionEric Weaver
KEYNOTE, BEVERAGE MARKETING ASSOCIATION GLOBAL SUMMIT • Everyone talks about digital disruption like it's a good thing. The reality is that disruption is challenging for any organization. Teams, talent, processes and tools must be acquired, redesigned, or reimagined - AFTER a basic equilibrium has already been achieved.
In this presentation, which debuted at the global summit for the Beverage Marketing Association, Weaver talks about the art of digital transformation - and the five super-powers needed to effect lasting, positive change. He also gives tips on what to focus on and pay attention to while working to effect this kind of transformation.
TÜRKÇE / TURKISH LANGUAGE VERSION. Keynote for the Ankara Marka Festivali, Ankara, Turkey, 9 Ara 2015. Many thanks to Merve Gözde of the ATO for translating the presentation into Turkish.
Six Big-Brand Secrets to Overcoming Social Marketing HurdlesEric Weaver
Despite the fact that customers expect to engage with their brands on social media, most firms continue to see their social budgets fall low on the marketing priority list.
Whether through a lack of hard ROI or meaningful metrics, social teams struggle to acquire the funding and support to make a real difference.
Veteran social media marketer Eric Weaver will share six secrets from major global brands on how to garner financial support, create meaningful impact and engage distracted fans.
Expect to walk away with new methods of measuring social media ROI, successfully requesting more funding and approaches to paid advertising, content and engagement to produce tangible business results.
Reposted with permission from Mediabrands.
I created this presentation in early 2015, as a means of describing the underfunding and underresourcing of most brand social media efforts. It describes the problem and proposes a solution to 1) the lack of visibility/reach, 2) the fact that a paid budget is now required to achieve reach, and 3) the ongoing need for marketers to have meaningful social metrics for budget justification.
This presentation has been shown to audiences in Japan, Spain, Italy, the US and the UK, and helped my team at IPG Mediabrands land several new global clients.
If you believe in Social as part of a holistic digital marketing mix but need help promoting it internally as an investment-worthy customer experience and conversion channel, you may find some justifications within this presentation to help you break Social out of "Budget Prison."
I parted ways with Mediabrands in July 2015 after a three-year stint. Questions about our Performly product, which my team and I productised and brought to market, can be directed to my brilliant former colleague and all-around good guy Jason Carter at jason.carter@mbww.com.
Next presentation: "Six Secrets to Overcoming Social Marketing Challenges" at #PMILondon on 30 Oct 2015.
Social Crises: Best Practices, Cautionary TalesEric Weaver
This document provides best practices and cautionary tales for responding to social crises based on a presentation by Eric Weaver of IPG Mediabrands. It discusses how consumers have power through social media to shape perceptions of companies and trust each other more than marketers. Social crises are growing and can severely damage organizations. The document advises companies to plan for common crisis scenarios, create response guidelines, and train teams to respond quickly at various crisis levels to mitigate reputational damage. It provides examples of how both poor and effective crisis responses unfolded on social media for different companies.
Communicate Your Value - and Brand Yourself to Win (Designer Edition)Eric Weaver
Presentation to the Seattle Graphic Artists Guild on 3/27/13. Audience: design professionals. Topic: learn how to create a personal brand strategy, why it's important, how to create a personal online footprint, best practices and cautionary tales.
Commerce is Social: Connecting with and Converting Online ProspectsEric Weaver
Keynote from #MivaCon13 Extraordinary E-Commerce Conference in San Diego, March 8, 2013. Audience: e-commerce site owners generating around $500k in annual sales.
Followers of my presentations will recognize some oldie-but-goodie cases, but all the e-commerce stats are very recent (last 6-12 months).
Social Business: the Opportunity for India (Engage Kolkata edition)Eric Weaver
What's the opportunity behind Social Business? How does customer engagement lead to increased revenue? What path should marketers take in social channels? How can other departments play a part?
Some of the questions I answer in this presentation made for the Engage Digital Summit held in Kolkata, India on June 5-6, 2012.
This is my last presentation as an employee of superstar social business consultancy Ant's Eye View. Many thanks to my AEV colleagues for 18 months of learning and fun.
Social Media is dead! Long live Social Media!Eric Weaver
Social media has become ingrained in our lives as emotional, time-starved creatures built for social interaction. However, some argue that social media is dead or dying due to oversaturation, with people feeling less engaged and more distracted across various social platforms. While social media continues to impact consumer behavior and decision making at some level, marketers and social media experts are challenged to cut through the noise and connect with audiences in meaningful ways that drive real business goals and objectives.
Be Seen, Be Found, Be Engaging (Calgary Edition)Eric Weaver
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.
Applying a Marketing Lens to Police CommunicationsEric Weaver
VANCOUVER, BC, CANADA - April 11, 2011 - Speech from the 2011 Police Leadership Conference discussing how social marketing techniques used by major brands can be used to enhance police communications and engagement with the public.
It's the end of 2010, and a majority of companies have ventured into social media as a publishing channel. Yet many aren't seeing the results they'd hoped for. That's because of the approach.
This whitepaper explores the concept of Engagement, Influence and Activation as end goals to corporate social media, not as a publishing channel but as a way to better connect, share and interact with your markets.
You Don't Need a Social Media Strategy (Washington DC Edition)Eric Weaver
WASHINGTON, DC, USA - June 17, 2010 - Presentation for Jeff Pulver's 140 Characters Conference (#140conf).
Audiences: marketers, advertisers, strategists.
Why the Grocery Business Must Go SocialEric Weaver
EVENT: 2010 Canadian Council of Grocery Distributors Western Conference
DATE: 1/28/10
AUDIENCE: Food manufacturers, suppliers, distributors
SYNOPSIS: Many Canadians are online, yet many are a bit skeptical about putting too much personal information online. Many traditional marketers are unsure about the value of social marketing as a part of their marketing mix.
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...my Pandit
Explore the fascinating world of the Gemini Zodiac Sign. Discover the unique personality traits, key dates, and horoscope insights of Gemini individuals. Learn how their sociable, communicative nature and boundless curiosity make them the dynamic explorers of the zodiac. Dive into the duality of the Gemini sign and understand their intellectual and adventurous spirit.
FIA officials brutally tortured innocent and snatched 200 Bitcoins of worth 4...jamalseoexpert1978
Farman Ayaz Khattak and Ehtesham Matloob are government officials in CTW Counter terrorism wing Islamabad, in Federal Investigation Agency FIA Headquarters. CTW and FIA kidnapped crypto currency owner from Islamabad and snatched 200 Bitcoins those worth of 4 billion rupees in Pakistan currency. There is not Cryptocurrency Regulations in Pakistan & CTW is official dacoit and stealing digital assets from the innocent crypto holders and making fake cases of terrorism to keep them silent.
Zodiac Signs and Food Preferences_ What Your Sign Says About Your Tastemy Pandit
Know what your zodiac sign says about your taste in food! Explore how the 12 zodiac signs influence your culinary preferences with insights from MyPandit. Dive into astrology and flavors!
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
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Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
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Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
13. Captive audiences have
given way to active ones.
Customers deferred to big
brands for value messages –
now we refer to our friends.
And advertisers often treated
audiences like herd animals
– in reality they act much
more like a swarm. No one
force guides them.
CAPTIVE > ACTIVE
DEFERENCE > REFERENCE
HERD > SWARM
FLICKR.COM/PHOTOS/HUTCHIKE FLICKR.COM/PHOTOS/RREIS
13
14. CLICKTHROUGH RATE FOR AVERAGE BANNER AD
0.19%
FORRESTER, 2008
CLICKTHROUGH FOR AVG FACEBOOK WALL POST
6.49%
VITRUE, AUGUST 2009
Trust between peers drives an activation
rate 38x that of the intrusion model.
14
15. LET’S TAKE A FRESH LOOK AT
THIS BUSINESS OF MARKETING
15
16. CONVEYING VALUE
THROUGH OUTBOUND
MARKETING HAS WORKED
FOR 150 YEARS
MARKETING IS A $1
TRILLION PRACTICE
GLOBALLY
EVERY NICHE HAS
EVOLVED INTO A
SOPHISTICATED CHANNEL
EFFECTIVE MARKET
IMPACT EQUALS JOB
SECURITY
16
18. When I was a kid, we had three TV
stations, one newspaper. Got home
at 5:30pm. No work-related calls at
home. Maybe four major cigarette
brands. Easy to remember a tagline.
18
21. But now we can get pretty much whatever we want, whenever. That
expectation has been set. And you’ve seen how people can become
completely unglued when their latte is made incorrectly.
ORGANIC, SOCIALLY-JUST, SOY
HALF-CAFF, MOCHA FRAPPA WHATEV…
NO FOAM NO WHIP NO SLEEVE
21
22. THE CONSUMER IS NOW FIRMLY IN CONTROL
LISH
PUB
Y TO
We can’t fight time
ILIT
starvation. Attention is a
B
tough ask. We can’t stop
ER A
product choice or media
clutter. But we CAN
SUM
leverage consumer
CON
publishing and build trust.
ORIGINAL VERSION: AGENT WILDFIRE
22
23. Trust drives preference, and ultimately,
transactions. So do your marketing
91%
efforts engender trust — or destroy it?
OF PEOPLE GLOBALLY WILL BUY FROM
COMPANIES BASED ON TRUST
77%
PEOPLE WHO REFUSE TO BUY FROM
COMPANIES THEY DISTRUST
EDELMAN PR, 2009
23
24. CHANGING PRIORITIES: “How important are these
factors to corporate reputation?”
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%
These three key factors are best
EDELMAN TRUST BAROMETER, 2010 served by social content.
24
25. TRUST IS TODAY’S KEY TO REVENUE, AND SOCIAL
CHANNELS ENABLE US TO ENGAGE IN WAYS THAT
BUILD TRUST—AND LEVERAGE THE PRE-EXISTING
TRUST BETWEEN PEERS.
FLICKR.COM/PHOTOS/POWERBOOKTRANCE
25
26. MANY REMAIN SKEPTICAL
A lot of Boomers still are confused about the value of social channels.
It’s because of our generational lens. And no one has really explained
the cultural shift in terms that Boomers can relate to.
PHOTO: FLICKR.COM/PHOTOS/YUGENRO 26
27. BOOMERS
All about propriety. We were trained in formalities, taught to never
offend. Oversharing is “weak.” Guarded = safe. And your suit & tie is
a sign of trustworthiness.
GENS X&Y
All about affinity. Formalities are ignored, sharing means being
found, and they grew up with Google. Your suit & tie = untrustworthy.
2010
THE YEAR MILLENIALS WILL SURPASS BOOMERS
IN THE WORKFORCE
PHOTO: FLICKR.COM/PHOTOS/KATINALYNN 27
28. Computer-based
graphic design, 1986
Email marketing, 1996 Web marketing, 1997
MANY MORE FEEL THEY
DON’T HAVE TIME FOR
“ONE MORE THING.”
Remember the graphic designers who refused to adapt to a computer? I
remember my CFO asking why we needed Internet email when we had
voicemail. And remember when we started needing HTML programmers in
Marketing? It’s time to adapt again – especially in a recession.
28
29. SO HOW DO I TAKE MY
ORGANIZATION’S SOCIAL MEDIA
TO THE NEXT LEVEL?
29
30. 1. STUDY
2. LISTEN
DDB° SIX
3. PUBLISH
STEPS TO
4. ENGAGE
SOCIAL
5. INFLUENCE
Many organizations have
gotten into social media
6. ACTIVATE
primarily to publish (the old
outbound model). But there
are better opportunities.
30
31. KNOW YOUR ORGANIZATIONAL
GOALS
1
KNOW YOUR BRAND VOICE AND
MANNER
LEAD THE CONVERSATION WITH
LEGAL ABOUT RISK & PRIVACY
STUDY &
PLAN DETERMINE INQUIRY HANDLING
DETERMINE EMPLOYEE
GOVERNANCE
PLAN FOR REPUTATIONAL CRISES
DETERMINE METRICS
31
32. MASHABLE.COM
CASESTUDIESONLINE.COM
1
SOCIALMEDIAGOVERNANCE.COM
WOMMA.ORG
STUDY & FORRESTER MARKETING SUMMIT
PLAN
@KDPAINE
@JOWYANG
@ARMANO
@AMBERCADABRA
32
33. After Oprah started on
Twitter, self-appointed
“gurus” quadrupled. Be
careful of whom you turn to.
A prolific publisher does not
equal an effective marketer.
APRIL 2009 DECEMBER 2009
4,487 GURUS 16,000 GURUS
BL OCHMAN, DEC 2009
33
34. NOW THAT WE UNDERSTAND THE
2
RISKS AND REWARDS, WHAT
SHOULD WE LISTEN FOR?
RAPID RESPONSE TO PR CRISES,
SALES OPPORTUNITIES
LISTEN DETERMINE SENTIMENT, MOTIVE,
ASSOCIATED TOPICS, SHARE OF
VOICE
CORRECT MISPERCEPTIONS
IDENTIFY BRAND CHAMPIONS
34
35. PERCENTAGE OF COMPANIES THAT
HAVE IMPLEMENTED SOCIAL
MONITORING PLATFORMS
54%
PERCENTAGE THAT HAVE NO IDEA
46% Ummm…during the Greatest
Recession of Our Lives? Srsly?
E-CONSULTANCY, SOCIAL MEDIA AND PR REPORT, NOVEMBER 2009
35
36. LOOKBOOK.NU
Brand enthusiasts may be
pushing your product
without your knowledge.
By listening, you can
identify & empower them.
LEVERAGE CO-CREATION
OPPORTUNITIES
36
38. SAS SMA
CYMFONY
VISIBLE TECHNOLOGIES
RADIAN6
PAID TOOLS
SYSOMOS
Deeper data samples;
better results;
partnerships with SCOUTLABS
Google, Facebook; rich
media & comments; MOTIVEQUEST
multiple languages
LIFT9
38
42. YOU CAN’T JOIN A
CONVERSATION ABOUT
YOUR OFFERING WITHOUT
AN ENTRY POINT.
42
43. NOW THAT WE CAN HEAR OUR
MARKET, WHAT SHOULD WE
3
PUBLISH?
TIME-RESPECTFUL CONTENT,
HIGHLY TAGGED AND EASILY
CONSUMED
PUBLISH THOUGHT LEADERSHIP
PROOF POINTS
PERSONALITY & STORYTELLING
PIECES
HOW-TOS AND GUIDES
43
44. 4
NOW THAT WE’RE PUBLISHING,
HOW DO WE INTERACT?
CREATE ENGAGEMENT
GUARDRAILS & GOVERNANCE
ENGAGE
CREATE OPPORTUNITIES TO
INTERACT WITH THE CONTENT
HEAR & RESPOND
44
45. ONLINE REPUTATION RESPONSE PROCESS:
EXTERNAL SITE / SOCIAL VENUE
LOCATION
EXTERNAL ON-SITE
POST POST
TYPE OF COMMENT
POSITIVE BASHING / RANT / ERRORS / NEGATIVE
COMMENT? DEGRADING SATIRE MISGUIDED EXPERIENCE
TYPE OF RESPONSE
CONCUR RESPOND MONITOR RESPOND RECTIFY
PUBLICLY POSITIVELY SILENTLY WITH FACTS EXPERIENCE
BASED ON US AIR FORCE WEB POSTING
RESPONSE ASSESSMENT V2.0
45
46. ONLINE REPUTATION RESPONSE PROCESS:
ORGANIZATIONAL SITE
LOCATION
EXTERNAL ON-SITE
POST POST
TYPE OF COMMENT
POSITIVE BASHING / RANT / ERRORS / NEGATIVE
COMMENT? DEGRADING SATIRE MISGUIDED EXPERIENCE
TYPE OF RESPONSE
CONCUR RESPOND MONITOR RESPOND RECTIFY
PUBLICLY POSITIVELY SILENTLY WITH FACTS EXPERIENCE
You may decide to create a separate process for comments that appear on
your organization’s site.
46
48. Realities: anyone can edit. All edits are
tracked. There are THOUSANDS of people
who spend HOURS UPON HOURS
tweaking articles. These edits are often
based upon whimsy. Engage carefully and
transparently.
48
49. TOOLS LIKE WIKIWATCHER TRACK
CLANDESTINE WIKI EDITING AND LINK
CHANGES BACK TO ORGANIZATIONS
— TRANSPARENCY IS CRUCIAL —
49
50. NOW THAT WE’RE
INTERACTING, HOW
5
CAN WE CREATE
INFLUENCE?
HOW CAN WE
ENABLE LIKING,
INFLUENCE FANNING, AND
FORWARDING?
HOW CAN WE
IDENTIFY THOSE
WITH THE GREATEST
INFLUENCE AND
ENGAGE THEM?
50
51. NUMBER OF ITEMS SHARED BY
FACEBOOK USERS EVERY MONTH
FACEBOOK, APRIL 2010
25,000,000,000
That’s a boatload of influence. Your brand, your value, and your content
should be creative and compelling enough to be a part of this massive,
trust-based global sharing.
51
52. FIFTH HIGHEST SALES DAY EVER FOR
VIRGIN AMERICA THROUGH
“PROMOTED TWEETS” (APRIL 20, 2010)
52
53. DDB Canada did an opportunistic campaign called ¡Hola Palooza! in
which we worked to get Mexican tourists to consider Canada. So our
Radar team hit the airport and enthusiastically welcomed Mexicans and
shared their reactions on YouTube. Click the image to view.
53
54. 6
HOW CAN OUR
INFLUENCE INSPIRE
ACTION?
WHAT BRAND OR
ACTIVATION PRODUCT ADVOCACY
HAVE WE
GENERATED?
HOW DO THOSE
ACTIONS AMPLIFY
OUR VALUE?
54
55. “I COULD HAVE JUST NAMED THIS THING THE VX150
OR ZI8. BUT I THOUGHT THAT THE PEOPLE WHO BUY
THE PRODUCT SHOULD COME UP WITH SOMETHING
MEANINGFUL TO THEM.” – JEFFREY HAYZLETT,CMO,
KODAK
55
56. DDB Canada created an integrated campaign for Knorr’s Sidekicks
meal accompaniment products. The traditional media was meant to
creatively build brand affinity and awareness of this healthy, low-
sodium product. Click the image to view the video.
56
57. In addition, we were asked to bring
Salty to life in social media, to
extend the campaign long after the
spots had been pulled. Our Radar
team engaged on Twitter,
Facebook, YouTube and even
ChatRoulette using Salty’s “voice.”
57
66. 6000 FACEBOOK FANS
400,000+ VIDEO VIEWS
1000 TWITTER FOLLOWERS
SALTYʼS
18,000 SALTY & PEP SHAKERS SOLD
SOCIAL IN FIRST 25 DAYS
CAMPAIGN
HIGHEST SITE TRAFFIC EVER
RESULTS
SIDEKICKS SALES ROSE BY 10%
SIDEKICKS SURPASSED UNCLE
BENʼS AS #1 BRAND IN MEAL
ACCOMPANIMENTS
66
67. ENGAGEMENT DEMOGRAPHIC 70%
FEMALE, 30% MALE – 62% WERE
AGED 25-34
SALTYʼS
SOCIAL HUMOROUS TWEETS RECEIVED
MORE ATTENTION THAN BRAND
CAMPAIGN MESSAGES
LEARNINGS
USERS WERE ATTRACTED MORE TO
CONVERSATIONAL TOPICS AND
LEADING QUESTIONS
67
68. TRADITIONAL AND
SOCIAL REINFORCE
ONE ANOTHER
Traditional and social efforts work incredibly well together. Traditional can
create and supercharge a conversation, and social can it post-campaign.
68
69. BRANDED SITE
EXTERNAL MKTG‐MANAGED PRESENCE
EXTERNAL THIRD‐PARTY SITE
Integrated Traditional/Social Marketing Mix TRADITIONAL MEDIA/PR
TOPICAL COMMUNITIES:
IP, HELPFUL TIPS
D E T E R M I N AT I O N
E V A L U A T I O N /
C O M P A R I S O N
A W A R E N E S S
PRODUCT
LAUNCH
P U R C H A S E
MICROSITE
S T O R Y T E L L I N G
L O Y A L T Y
HELPFUL RESOURCES RECIPES
SEO
EVENTS DOT-COM SITE COMMENTS
COMPANY BLOG (IP) ONLINE SAMPLING FACEBOOK
FAN PAGE
N E E D
E‐COMMERCE PARTNER
ONLINE YOUTUBE CHANNEL:
STORYTELLING, IP
PRINT
EXTERNAL BLOGS: IP, TIPS
OUTDOOR
PR Social can also help push distracted
consumers through the funnel by providing
SAMPLING PGMS proof points and helpful information at various
stages of purchase consideration.
RETAIL
69
70. DDB Canada created a campaign for Canadian Tourism called
Locals Know: the idea being that locals know the best spots and
hidden gems to visit. We built LocalsKnow.ca and used traditional
media to ask Canadians to post video “commercials” of their favorite
local destinations there, leveraging consumer co-creation and trust.
Click the image to view the video.
70
71. OVER 4000 USER-GENERATED
“COMMERCIALS” UPLOADED
450,000 UNIQUE VISITORS TO
LOCALS LOCALSKNOW.CA
KNOW 2,200,000 PAGE VIEWS
CAMPAIGN
2.7 MILLION CANADIANS BOOKED A
RESULTS
TRIP WITHIN CANADA
FORBES MAGAZINE CALLED IT ONE
OF THE TOP TEN TRAVEL
CAMPAIGNS OF ALL TIME
71
73. AUDIENCES HAVE CHANGED
FASTER THAN WE’VE REACTED
OUR LENSES CLOUD OUR
PERCEPTION OF THIS CHANGE
TRUST DRIVES PREFERENCE,
TRANSACTIONS & REPUTATION
73
74. REEXAMINE MARKETING IN
TERMS OF DIALOGUE, TRUST,
ENGAGEMENT, INFLUENCE
CONSIDER A STEPPED
APPROACH
LET YOUR AUDIENCE CO-
CREATE
74
75. SOCIAL AND TRADITIONAL
TURBOCHARGE ONE ANOTHER
AND SHOULD BE PLANNED
TOGETHER
THINK MARKETING ENERGY,
MORE THAN MARKETING SPEND
GIVE YOURSELF TIME
75
78. DDB IS THE WORLD’S LARGEST
ADVERTISING AGENCY BY
REVENUE, WITH 200 OFFICES IN 90
COUNTRIES.
TRIBAL DDB IS THE AWARD-
WINNING DIGITAL DIVISION OF
DDB, WITH 56 OFFICES AND 1200
EMPLOYEES WORLDWIDE.
RADAR IS OUR SOCIAL BUSINESS
SPECIALTY AREA. OUR 20-PERSON
RADAR TEAM IN VANCOUVER
CREATES AWARD-WINNING SOCIAL
PROGRAMS FOR NUMEROUS
ORGANIZATIONS.
78
80. FOR COUNSEL ON HOW TO
SOCIALIZE YOUR ENTERPRISE,
CONTACT HELENE LEGGATT AT
780-917-6600.
80
Editor's Notes
Hello, everyone. My name is Eric Weaver and I am a digital strategist and account director for Tribal DDB Canada. We are the digital marketing division of DDB. I’m here to talk to you today about how PEOPLE have become the media, and how you can better present and extend your value using engagement, influence and activation.I'd like to thank my DDB Edmonton colleagues for having me, and to thank YOU for taking the time out from your busy days to attend this presentation.
They’re asking us questions like, am I doing this right? Should I expect more? Will this live up to its promise?Welcome to the club. We’re all riding this bus that’s rocketing toward some unknown destination. Because no one has seen anything like this in the history of marketing.
The social web is part of a much broader cultural shift, a profound one, that is absolutely transforming our society.I’m fortunate: for years, my job has been to investigate new technologies for my clients to see which ones have legs and which ones are just fads. So I test everything through my own BS filter. And I can tell you that this is perhaps the most exciting time in marketing. The numbers are astounding.
How many of you have joined LinkedIn? More importantly, how many of you have created LinkedIn profiles for your business?That’s good because every day, <CLICK> more than 67,000 people join Linkedin.
And then there’s Facebook. Any guess as to how many people are now members? <CLICK> That’s right: a half a billion people.
Every day, more than 830 THOUSAND people join Facebook. Every day, I’ve been told, they add three floors of data center space. Never before in history have so many people joined one website. <CLICK>And to put things into perspective, imagine every single man, woman and child in Edmonton and several suburbs joining Facebook each day. That is a hugely significant number.
And these are not short checkins each day, or rare visits every week or so. <CLICK> The average Facebook user spends a total of 55 minutes on Facebook each day. Multiply that times hundreds of millions of people and you have a tremendous amount of time, attention and trust.
How many of you have a fan page on Facebook? More than 1.5 million organizations do. And did you know that every day, <CLICK> more than 20 MILLION people fan something? They tie their personal identity, their online affinity, to something. That’s powerful.
So they’re fanning. On the consumer side, how does that help business? It turns out that people are more likely to buy if they are engaged within social sites. 50% reported this year that they are more likely to buy from you if you live where they live online. During the greatest recession of our lives, this is a significant number.
Not only are they more likely to purchase, but they’re more likely to act. If you use Facebook Connect to join a site, vs creating and remembering another username and password, <CLICK> Facebook has found an uptake of four times the number of people who will go ahead and sign up for membership within a third-party site.
These online “fannings” are more than a click of a Join button. They become touchpoints on someone’s Facebook wall. And not just there. Consumers are creating brand representations and touchpoints around YOUR BRAND, everywhere. McKinsey estimates that 66% of all touchpoints are now generated by customers! I used to be the guy making those touchpoints! Not any more. Your brand has become OUR brand, owned by the collective We.
In the past, we really had a captive audience, but now it’s much more active.<CLICK> Consumers deferred to powerful brand messages, but now they refer to friends and peers. <CLICK>In this new environment, groups we once looked at as herds now act much more like a swarm: one moving in its own direction, unguided by fences, barbed wire or reins.
The power of the swarm is evidenced by what we’re seeing in some channels.I used to create shiny, interactive banners that tried to get your attention. They had Flash, they had video, they had quizzes. They were cool! But nowadays, they have an abysmal .19% clickthrough. Those customer-generated touchpoints now include things like Facebook Wall Posts. So I might fan Virgin America and as my friend, you might see that and wonder about it. Because of that inherent trust, wall posts have a 6.49% clickthrough. 34x the standard clickthrough of a banner.
So why are some things working and some not so much? Let’s take a fresh look at our profession.
Let’s take a quick quiz. Winston tastes good like…
Maxwell House Coffee is …
Trust isn’t just some secondary lever. On the commercial side, consumers are telling us it’s perhaps the most important.91% of people surveyed globally will buy from a company based on their trust of that company. And here’s the kicker: 77% of people surveyed refuse to buy from companies they distrust. So of all these levers, trust is the one that drives preference. Trust drives transactions.
You can see how things have changed just in the last four years. While quality products still drive reputation, trust-related issues have moved to the forefront. Financial returns, once very important, have dropped as a reputational driver. And which media help convey three of the top four drivers? Social media.
My mom is not a believer in the internet. In fact she says things like, “oh that internet. Lots of bad people hang out there.” And so I tell her, “yeah, thank god they don’t use telephones. Or Freeways.”Many boomers like me are also skeptical of the value of all these social tools. Here’s why.
Boomer-era marketers often see social as an add-on, one more thing to do in a time- and attention-starved job.I remember graphic designers back in the 80s saying the Mac was a toy, refusing to adopt the computer and exclaiming how true artists used hand-held tools. They’re mostly out of work. I remember my CFO telling me I was nuts for wanting to create internet email capability for my agency; “we have a perfectly good voicemail and fax system.” And marketing directors confused as to why they needed to hire programmers. It’s natural to resist change; but that often has a great cost.
Many people quote-unquote GET ON social media by creating a Twitter account and or a fan page for their business. They might upload some content to YouTube, they might do some Google searches to try to see what comes up around their brand but basically, they’re pulling 2 levers. They’re still subscribing to the outbound model.In fact, we see several more steps beyond publishing.
First, study and plan. it’s important to know your organization’s goals. I know lots of marketers who know that a quarterly sales target is important or that they need to reduce calls to the call center. But what about the overall organization? How can these goals be supercharged through social media? (TALK TO THE REST)
There are lots of great resources out there but these are the ones we’ve found most helpful.
But we advise caution in terms of who you turn to and study.In April 2009, social media strategist BL Ochman found around 4500 self-described GURUS were on Twitter. Expert, superstar, rockstar, sensei, ninja, and yes, even SOCIAL MEDIA JEDI MASTER. Then Oprah got on Twitter and sent her first tweet. And within a few months the number of newly-minted gurus jumped to 16000. That translates to about 54 new gurus per day. It’s a bit of a joke. Someone’s ability to self-promote does not equate to success in or knowledge of social tools or sites.
Step 2 is to listen. We recommend doing this before you publish. Why? Because your time and energy and budgets are finite and content that doesn’t follow your plan or doesn’t leverage your audience’s desires can become expensive noise. (TALK TO REST)
Many organizations have started this journey without an ear to the ground. As of November, 54% of companies in a recent survey indicated they are monitoring the social space. <CLICK> That means another 46% don’t even do that! You can’t intercept PR or brand crises if you don’t know they’re happening.
This is a website called Lookbook. On it, Millennials create their own amateur fashion spreads using famous brands. They tag these brands, along with the type of print, material, and colors and place their photos online where other Millennials rate their look. Talk about putting yourself out there! In this spread, a young would-be model from Des Moines is showing off a Penguin brand shirt, owned by my client Perry Ellis. The company had no idea that their brand was being marketed, by young people, to other young people, in a very real, very authentic way. By hearing, we can identify influencers and advocates and empower them.
There are a number of free tools that let you monitor your brand’s online mentions and hence reputation. They are
Paid tools generally provide a lot better information, in fact, we recommend them like a Forrester membership. They provide incredibly valuable market intelligence and are worth the cost. These companies get select datasets from companies like Facebook and Google and have deeper pools of data to work with.
Here’s an example of a ScoutLabs report on NAIT. You can see sentiment changing over time, the general level of buzz, mentions and quotes.
One of the interesting features of ScoutLabs is its ability to assign various quotes, posts and content to monitoring team members, who can respond to individuals, tracking that activity.
If you have a local business like a retail store, you’ll find increasing references to it on Yelp, CitySearch and social games like FourSquare, where people will check in at your place of business and provide feedback, tips, watchouts and rants. Many organizations don’t think to check these local sites for references, and miss the opportunity to engage, respond and correct perception there.
Listening is great but you can’t join a conversation if you don’t have an entry point: in other words, if you’re not at the party with an active, engaging social media presence. You have to be publishing.
Many of you are already publishing. We encourage our clients to create content that respects time starvation. Make it highly tagged and consumed. Build trust through proof points. Build utility through guides and how-tos that transcend a mere brand offering. And think about it as something at the end of a someone’s search, not an interruption along the way.
Create the right content, conversation and conditions to elicit engagement and interaction rather than just consumption. But make sure you’ve created organizational responses so that people know how to engage, how not to engage, and when.
This engagement process document used by the US Air Force is so thoughtful it’s been used by countless companies in determining an initial approach to engaging stakeholders both on internal and external sites.
With posts on your organization’s site, you may want to do things a tad differently. For example, you may want to respond to every single comment, vs on social venues.
Realities: Anyone can edit. All edits are tracked There are thousands of people who spend hours and hours correcting articles. It’s often based on whimsy. Companies MUST be absolutely transparent about their edits and must accompany them with annotations/citations.
Apple, Dell, Microsoft and many others have been busted clandestinely altering their wiki pages. Bad idea. Why destroy trust through covert ops? This is when social media will backfire against you in a huge way.
We’ve been talking about the swarm. Like flocks of birds, people, perception and opinion often change course en-masse without a leader or a top-down mechanism driving this change. They gravitate in various directions. Our goal is to create influence among many by making our content and conversation easily liked, fanned, and forwarded to others.
Influence is happening everywhere, constantly. <CLICK> On Facebook, for example, people are sharing links, photos, videos, posts – pretty much any and everything – to the tune of 25 billion items per month. Your brand, your value, your content – should be compelling enough to be part of this massive sharing.
Here’s a great example of influence. Recently Virgin America tried out the Promoted Tweets channel in which VA tweets appeared in your stream based on what you searched on. They offered a limited number of discount codes for 50% off a companion ticket, which were reshared over and over. This had an instant and dramatic effect on their bottom line.They also created a hashtag called #NowPlaying to encourage in-flight users to share the movies they were watching, specifically to increase engagement, and leveraging influence to spread the offer.
Creative content, when shared amongst influencers, can also have a very large and negative impact to both bottom line and online reputation. Influence has HUGE power and organizations should be prepared to put out reputational fires with “social media water.”Creativity is a huge factor in buzz-building, engagement and influence. And when you don’t engage, people can use creativity to really make an impact in your business.
Here’s an example of an opportunistic influence campaign we did for Canadian Tourism, that we called Ola Palooza. The idea was to find a way to get Mexican travelers talking and referring Canada as a travel destination to friends and peers.
And finally, once we have influenced, what actions have been generated? How have we activated our audience? Have they been inspired enough to advocate our offering? And how do their actions amplify and reverberate online? Or perhaps the action we want to inspire is internal amongst employees.
Just before the Consumer Electronics Show this month, Kodak CMO Jeffrey Hayzlett asked his users over Twitter what they would call the latest waterproof version of their ZI-8 pocket hi-def video camera. The winner would win a free trip to Vegas to join Jeffrey as they unveiled the new camera to thousands of attendees. Jeffrey said: Kodak used Twitter to get people to not just read or comment, but to do something; in this case, helping name their product. Great example of activating your market around your product.
In addition to the traditional media work, DDB came up with the plan to give Salty a life after being snubbed. We built presences on Twitter, Facebook, YouTube and even ChatRoulette!We engaged with people directly through the “voice” of Salty to raise brand awareness and engage users, influence their behavior and activate them to create fan content.
In addition to the traditional media work, DDB came up with the plan to give Salty a life after being snubbed. We built presences on Twitter, Facebook, YouTube and even ChatRoulette!We engaged with people directly through the “voice” of Salty to raise brand awareness and engage users, influence their behavior and activate them to create fan content.
In addition to the traditional media work, DDB came up with the plan to give Salty a life after being snubbed. We built presences on Twitter, Facebook, YouTube and even ChatRoulette!We engaged with people directly through the “voice” of Salty to raise brand awareness and engage users, influence their behavior and activate them to create fan content.
In addition to the traditional media work, DDB came up with the plan to give Salty a life after being snubbed. We built presences on Twitter, Facebook, YouTube and even ChatRoulette!We engaged with people directly through the “voice” of Salty to raise brand awareness and engage users, influence their behavior and activate them to create fan content.
In addition to the traditional media work, DDB came up with the plan to give Salty a life after being snubbed. We built presences on Twitter, Facebook, YouTube and even ChatRoulette!We engaged with people directly through the “voice” of Salty to raise brand awareness and engage users, influence their behavior and activate them to create fan content.
The response has been incredible. Salty has been featured in numerous blogs and in traditional press, but also we’ve inspired people to create their own content. So people have shot and uploaded their own YouTube videos (some with thousands of views), creating and posting fan art, even buying the shakers and posing them in fan photos.
The response has been incredible. Salty has been featured in numerous blogs and in traditional press, but also we’ve inspired people to create their own content. So people have shot and uploaded their own YouTube videos (some with thousands of views), creating and posting fan art, even buying the shakers and posing them in fan photos.
The response has been incredible. Salty has been featured in numerous blogs and in traditional press, but also we’ve inspired people to create their own content. So people have shot and uploaded their own YouTube videos (some with thousands of views), creating and posting fan art, even buying the shakers and posing them in fan photos.
The response has been incredible. Salty has been featured in numerous blogs and in traditional press, but also we’ve inspired people to create their own content. So people have shot and uploaded their own YouTube videos (some with thousands of views), creating and posting fan art, even buying the shakers and posing them in fan photos.
The response has been incredible. Salty has been featured in numerous blogs and in traditional press, but also we’ve inspired people to create their own content. So people have shot and uploaded their own YouTube videos (some with thousands of views), creating and posting fan art, even buying the shakers and posing them in fan photos.
And our results have been incredible too.
This campaign shows that traditional and social media actually reinforce one another. Traditional media can build mass awareness through creativity and emphasizing trust messages, super-charging the conversation around a brand. Social media can both seed the social space with media that audiences can talk about and share, building influence and activation, and can sustain the conversation started in traditional long after the campaign has ended and the commercials have been pulled from rotation.
Social tools can also be used to build trust all along the purchase funnel, motivating consumers to get past time- and attention-starvation. Traditional media, done smartly, can provide air cover while social sites can steer the swarm, coach the dialogue, provide value and amplify brand enthusiasm.This is a integrated mix we did for Nature’s Path Foods, to help determine where time and energy should be spent in terms of media creation and placement.
Here’s another integrated campaign we did for Canadian Tourism. The idea was to crowdsource destinations from the people who know Canada best: Canadians. We created a site for consumers to upload their own video spots for special destinations they loved. We also brought awareness of the effort through traditional channels: outdoor, online, broadcast and inserts. The results were far better than we expected. People — and the places they love — became the media.
So there you have it. Six steps by which we would encourage you to leverage social channels. I’d encourage you to think beyond studying and publishing to look for ways to get into engagement, influence and activation. And here are some tips.