1. Social Media and Marketing: EVOLUTION or REVOLUTION ?

2. Media Landscape

3. Source: Internet Advertising Bureau, 2004 Source: Darwin Day Conference, by Google Marketing has changed more…..

4. Product proliferation and availability means more choice for the buyer…….. Source: Strike up the Brands. McKinsey & Company, December 2003 Source: Darwin Day Conference, Google 1. Product Proliferation

7. Digitization of Media Source: Darwin Day Conference, Google Old Media Mass Media Niche Media Reach New Media Mass Media Niche Media Reach

8. A radical change has occurred in the World of advertising and marketing “ ” Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf

9. Consumers are not listening anymore Interruptive marketing has seen it’s day Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf

10. The Audience is creating Source: http://www.iirusa.com/upload/wysiwyg/M1805/ IIR_M1805_Seaton.pdf

11. The Audience is selecting Time Shift technology Source: http://www.iirusa.com/upload/wysiwyg/M1805/ IIR_M1805_Seaton.pdf

12. The Audience is changing Source: http://www.iirusa.com/upload/wysiwyg/M1805/ IIR_M1805_Seaton.pdf

13. As a result “ We are immune to advertising. Just forget it. ” “ You want us to pay? We want you to pay attention. ” “ The Internet became a place where people could talk to other people without constraint. Without filters or censorship or official sanction — and perhaps most significantly, without advertising ” “ Don't talk to us as if you've forgotten how to speak. Don't make us feel small. Remind us to be larger. Get a little of that human touch. ” Cluetrain Manifesto Source: http://www.cluetrain.com

14. Media Scales Source: http://darmano.typepad.com/logic_emotion/files/logic_emotion.ppt

15. Consumers control the online environment so brands need to think about facilitating user-created actions, not just user-generated content." Unlike newspapers and TV where the advertisers are speaking at consumers, the Internet allows for more back and forth interaction. Source: http://china.seekingalpha.com/article/30979 “ ”

16. The Consumer

17. The birth of Generation C Control Content Communicate Creativity Channel Creative Class Community Connected Co-Creators Cash Consumer 2.0 Conversation

18. Consumer Today Source: http://darmano.typepad.com/logic_emotion/files/logic_emotion.ppt

19. Buys tickets online Checks scores Looks for information about Nascar games Reads up on new cd releases Reads his friend’s postings Gets the latest updates on favorite teams Downloads Songs Music Sites Sports Sites Blog Sites Movie Sites Gaming Sites Google.com Searches for “what’s cool” Consumer Touch Points Source: Darwin Day Conference, Google

22. Growth of social media

23. Social media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other (Wikipedia 2007) What is social media?

24. They share one or more characteristics Participation Openness Conversation Community Connectedness

25. Getting from me to them

27. I post on blogs and BBS because I can express myself to millions of people at once. I like the rush, and I feel empowered. “ ” Source: http://china.seekingalpha.com/article/30979

28. I believe the bloggers and their ideas. They are my friends and will tell me the truth, unlike advertisements. “ ” Source: http://china.seekingalpha.com/article/30979

29. Digital experiences Design Centred Content Focus INTERACTIVITY Marketers>Experience>Conversation>Relationship>Affinity

30. Source: http://www.darmano.typepad.com

31. The “ satisfaction effect ” Source: http://www.churchofthecustomer.com

32. The Evolution BROADCAST “ We tell you” Passive readers/audience Newspaper Magazines TV Big media buys for display advertising Examples: The New York Times, CNN Publisher/broadcaster Source: www.managementinnovationgroup.com/docs/MIG_Social_Media_Poster.pdf $ $ $

33. The Evolution INTERACTIVE “ Tell us what you think of what we tell you” Passive readers/audience Newspaper Magazines Web Video $ Big media buys for display advertising in heavily trafficked site Forums Comments Ratings Smaller, targeted media buys for contextual advertising in less trafficked parts of the site Examples: nytimes.com, cnn.com Publisher/broadcaster $ $ $ $ $ $ Source: www.managementinnovationgroup.com/docs/MIG_Social_Media_Poster.pdf

34. The Evolution Social Media “ Tell each other” Passive readers/audience $ $ $ Smaller, targeted media buys for contextual advertising Examples: Wikipedia, Slashdot, Ohmynews Revenue Share Pay for less $ Source: www.managementinnovationgroup.com/docs/MIG_Social_Media_Poster.pdf Co-creators Collaborative Publications $ $ $

35. Engagement is all about making it relevant to the consumer. “ ” James Speros, Chief marketing officer, Ernst & Young

36. People read particular magazines because of the life stages and events which currently involve them: from teenager to golfer, from having a baby to coping with retirement. “ ” Source: Henley Centre, Delivering Engagement 2004

37. The editorial/reader relationship is a one-to-one conversation, and in time it creates a bond of trust, of belief, expectation and empathy. It is through the quality of this relationship that an aperture or opening to the reader’s mind and heart is created, through which we advertisers can establish communication. “ ” Advertiser with Readers’ Digest

38. Attention Engagement The new paradigm

39. Different levels of engagement Identification Most basic level of engagement Having sense of shared values and common experience, Belonging People who are passionate enough to devote lot of time and/ or money Commitment Source: The Henley Centre/ Redwood 2003

40. I Believe TRUST FAITH ME

41. Summary a) Media Landscape: - Advertising Environment - Marketing Environment - Long Tail b) The Consumer: - Generation C - Consumer Today - Consumer Touch Points c) Social Media: - Timeline - Social Media Trend - Social Media - Word of Mouth - Digital Experiences d) Engagement - Trust Area of Research

42. Methodology Social Media Content Analysis Discourse Analysis Interviews Case Study

44. Research Questions (1) How can the effectiveness of the advertising budget in traditional media be held accountable? (2) What tools can be developed to assess the expenditure of monies in the new digital media? (3) How can the effectiveness of internet creative messages be evaluated empirically? (4) What elements are necessary for online media planning to be successful? (5) How can interactive and traditional advertising agencies get together to do better work in the future? (6) How can the outcomes of traditional consumer behavior research be applied in the new digital world? (7) What non-traditional methodologies might be useful in addressing the concerns of the new digital world?

45. Thank You This is a standalone presentation! This is social media!