The document discusses the importance of social media marketing and bringing fans into the marketing mix. It notes that people spend a significant amount of time online and using social media, more so than traditional media. The document also highlights that social media influences opinions and purchasing decisions, with people trusting recommendations from friends and other users more than critics. It emphasizes that companies should empower fans to become advocates by giving them a voice and opportunities to engage on social platforms.

1. Marketing 2.0 Conference, Paris 2010 The Power of Bringing Your Fans Into the Marketing Mix BSI

2. Join the conversation MARKETING 2.0 CONFERENCE www.marketing2conference.com

3. Angela LoSasso Global Social Media Strategy & Programs The Power of “ AND ” – bringing your fans into the marketing mix

5. Digital trends and the new media mix landscape

7. Trend 07/15/10 Source: Magna’s Robert Coen Report (Dec ‘08) as seen in AdAge. Source: Jupiter Research Entertainment & Media Survey, 2008 (HHI $100K+) Total US Advertising Spend Media Consumption Watching TV 11 hours per week Listening to radio 3 hours per week Reading magazines, 1 hour Reading newspapers, 1 hour Going Online 14 hours per week >40% of their time Gap between ad spend and media consumption The Opportunity 12 % Newspapers 23 % Direct mail 24 % TV (broadcast & cable) 5% Online 21 % Other media 5 % Yellow pages 5 % Magazines 6 % Radio Spending even more time online

9. Trend 07/15/10 Twitter user growth Source: HubSpot State of Twitersphere Report, June 2009 Microblogging explodes 0% 4% 8% 1 2% 1 6% 3/1/06 7/1/06 11/1/06 3/1/07 7/1/07 11/1/07 3/1/08 7/1/08 11/1/08 3/1/09 Total # of Tweets to date: over two trillion over 9000 every second

11. Trend Video 77%

12. Trend Reviews Credibility

13. The Mix Matters 07/15/10 21 12 39 28 Initial consideration 26 37 10 26 Active evaluation 43 31 5 22 Closure Consumer-driven marketing Store/agent/dealer interactions Company-driven marketing Past experience Word-of-mouth Online research Offline and/or print reviews Advertising Direct marketing Sponsorship In-store product experience Salesperson contact

14. Let’s talk about how social media influences opinion and action

17. Social drives Search 07/15/10

18. Social Media examples

20. Awareness & Advocacy: It’s about context 07/15/10 Impressions + Engagement + Context = Influence People CHOOSE to hit the “Play” button

21. Awareness & Advocacy: It’s about context 07/15/10 Impressions + Engagement + Context = Influence 86.9% say they trust a friend’s recommendation over a review by a critic 83.8% say they trust user reviews over a critic . Source: Marketing Sherpa, July 2007

22. Awareness & Advocacy: It’s about context 07/15/10 Impressions + Engagement + Context = Influence 86.9% say they trust a friend’s recommendation over a review by a critic 83.8% say they trust user reviews over a critic .

23. Empower Fans to Be Advocates 07/15/10

24. Give Fans a Voice (video) 07/15/10

25. How to measure this?

26. “ Everything that can be counted does not necessarily count; everything that counts cannot necessarily be counted” 07/15/10 — Albert Einstein

31. Thank you!