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Creating digital dialogs, a social media overview October 16, 2007.

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Presentation on theme: "Creating digital dialogs, a social media overview October 16, 2007."— Presentation transcript:

1 Creating digital dialogs, a social media overview October 16, 2007

2 twotruths

3 1:Thewaywecommunicate witheachotherischanging

4 Ear Eye

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6 TheU.S.Audience 90millionhaveparticipatedinonlinegroups 57millionhavereadablog 50millionhavecreatedcontentonline 44percenthavecontributedthoughtsandfilestotheonlineworld 36millionhavedownloadedmusicorvideo 33millionhavereviewedorratedsomething 12millionhavecreatedablog 6millionuseRSS Source:PewInternet&AmericanLife

7 Tweens Source:IGTrendcentral 88percenthavebeenonlineinthe pastmonth 75percentregularlyuseacomputer 38percentownanMP3playerand34 percentboughtanddownloadedasong inthepastmonth 31percentsendorreceive ona dailybasis 29percentownacellphone

8 Millenials WilloutnumberbabyboomersandGen-X'ers by percentusesocialnetworkingsites 76percentinstantmessage 71percentregularlyparticipateinblogs 55percentvisitMySpacedaily 44percentusewebtocompareprices 16percentusepodcastsandRSS 18-to-21-year-olds,ForresterResearch Source:PewInternet&AmericanLife

9 “Relianceandtrustinnontraditionalsources—meaningeverydaypeople, theirfriends,theirnetworks,thenetworkthey'vecreatedaroundthem—has amuchgreaterinfluenceontheirbehaviorsthantraditionaladvertising.'’ -JackMcKenzie,MillennialsStrategyGroup

10 “Asafeassumptionisthatwhentoday’schildrenandteenagersreach adulthood,they’renotgoingtobetolerantofmediathat’sone-way, that’snotinteractive.” -SteveOuting,SeniorEditorPoynterInstituteforMediaStudies

11 48percentofyoungeruserssaytheylearnaboutnewentertainmentthrough community,reviewandvideosharingsitesandblogs—only25percentsaythey learnaboutnewentertainmentthroughtelevision. -MediaScreen

12 ActiveGenXandTrailingBoomers Source:UniversalMcCann 60percentinstantmessage 54percentregularlyparticipateinblogs 37percentusewebtocompareprices 19percentusesocialnetworkingsites 12percentuseRSS 9percentusepodcasts

13 2:Thewaywecommunicate withourcustomersisnotchanging.

14 “TheComputerasaCommunicationDevice,”Licklider&Taylor,1968

15 SohowdoIstarttheconversation?

16 Socialmedia=anythingwithafeedbackloop

17 About: Who: Me MySpace,Facebook About: Who: Topic NYTimes.com, Craig’sList About: Who: Brand ReebokRunEasy, PontiacUnderground About: Who: Product Amazon,Netflix, Match,Yub

18 7principlesfor socialmediadesign

19 Empowerpersonalities Tapmotivation Enablefeedback Mastermoderation Don’ttalktoyourself Geekout Haveintegrity

20 thoughtson thefuture

21 lifestreaming

22 biomedia

23 immersiveenvironments MicrosoftHomeoftheFuture,GregGilbert,TheSeattleTimes,2006

24 afewexamples

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34 MORETHOUGHTSONWHEREIT’SALLGOING Monologueisdyingordead “Inthe20thCentury,we didmonologuemarketing. Wedidmost–ifnotall– ofthetalking.Andwe expectedtheconsumerto listen.Now,we’vemoved toadialogue.Consumers wanttobeheard.Infact, theywillnottoleratenot beingheard.” -JohnHayes,CMO, AmericanExpress

35 “Wearemovingfrom technologypushto consumerpull…from pushmarketingtoco- creation…fromidea manufacturingto consumerexperiences.” -KeithPardy,SVP StrategicMarketing, Nokia

36 “Agenciesareevolvingtooslowly.Theyareholdingontothepastand tryingtorationalizeit.” -JerriDeVard,SVPMarketing,Citigroup “Agenciesneedtogetmoreintegrated,collapse structuresandgodigital.” -JimStengel,GMO,P&G

37 MORETHOUGHTSONWHEREIT’SALLGOING Whythebigshift? The50-year-oldtrafficlightisoutattheintersectionof Culture,MediaandCommerce Neweraudienceslessaboutpolish,moreabouthonesty Traditionallimitationsofchoice(brand/productchoices, buyingvenues,product/pricingdata)aregone Balanceofpowershiftingawayfrommarketers Controlthebrand?Asif. Customerspurchasingbasedontestimonyofothercustomers,less becauseofus Andthey’rereinterpretingandrepresentingyourbrand

38 Massiveshifts Theirvoicescanbeas loudasourown

39 Because1)the Netisthefirst placepeople look,and2) searchlurrrves conversations!

40 Massiveshifts Themoreconsumerscanfindopen, honestdialogueaboutabrand,themoreyour finely-honedmessagecansoundself-serving, inauthentic,anduntrustworthy. Ouch.

41 Whatdoesthismeanforclients? Asprospectivecustomersbecomeevermoredistracted andinterrupted,intrusivemethodsaretunedout Gainsareincrementalatbest Security–everyone’s–isoftenaboutprovingsustainable valuetotheorg Corporateriskaversionrunshigh Youtendwithwhatyouknowworks So,newmedia:shouldweinvest?Where?Whoknows wherethisisallgoing?

42 Everyonewins canshowinnovation,forward thinking,demonewreachvehicles canmorefullyengagemarkets,have customersbecomeadvocates,extendbrand withoutincreasingmarketingspend

43 SNIFFINGAROUND Clientmanagementteamswillask… Shouldwe“be”onMySpace? ShouldweopenapresenceonSecondLife? Doweneeda“Facebookstrategy?” What’sthis“conversationalmarketing”stuff?

44 MOTIVATINGTHEMTOTRY Fivewaystoempoweryourclient BetheirTonyRobbins Helpmarketersrepositionthemselvesas betweencompanyand customer Helpthemusenewchannelstotrulyunderstand customerdesires,nottomerelyvalidatetheir existingstrategy Helpthemshiftfrommonologuetodialogue Helpthemcreateinternalalignment

45 EMPOWERYOURCLIENT Shiftingmonologuetodialogue Knowtheavailablechannels(theychangequarterly) AsPullbecomesmoreinteresting,bewhereyour prospectslookforyou-SEOimportant Dedicateresourcestocommunitymanagement Predetermineyouractionboundaries Listenviaautomatedtools EngagewithNEXTcustomers,notjustcurrentones

46 ADDLEDADVOCACYDEPARTMENT “Blockmymessage?Ohnoyoudon’t.” “Learnhowtogetpastthefiltersyour customershavedeployed.” TurningoffTiVofast-forward functionality Trackingdownopt-outsthrough affiliatedcreditbureaus Arewebuildingrelationshipsyet?

47 SHAMELESSSELF-INTERESTDEPARTMENT That’ssometastyKool-Aid June2007:“The ‘Aeropanel’offers auniqueand advertising formatinan uncluttered, relaxedand comfortable environment.” Yeah…itwas. ®

48 EMPOWERYOURCLIENT Createinternalalignment Armmarketerswithknowledgeoftrends,casestudies Showexamplesoflow$investment,highbuzz/WOM value Makesuretheyhavebrandandmessagebenchmarksto startwith Whatareyoucomingtothepartywith? Marketneedssomethingtoreacttobeforedialoguecanbegin Presentastrategytoengagecustomerbasewithout panderingtothem NoMySpaceforMySpace’ssake

49 RULESOFENGAGEMENT Watchtheboundaries Setandsticktobrandboundaries Whenconversationisclearlycrossingtheline, fearlesslyengagedetractorsinhonestdialogue Iftalkiswithintheboundaries,leaveitalone! Controlissuesimplyalackofconfidence. Fearain’tsexy.

50 RULESOFENGAGEMENT Cautions DOhaveanauthenticpresence,butDON’Tpushmessages DON’Tjumpinwiththesameoldapproach(FBbanner buys,phonyPRblogs,self-interest)–backlashisloud DON’Tunderestimatethisshift Makesureyouhaveadialoguecapability DOusethenewchannelstoincreaseyourownvalue DON’Tthinkthateveryonenecessarilywantsa “conversation”withtheirbrands

51 FUTURESHOCK What’sinstore? IsthatreallyYOU?Areyouwhoyousayyouare? Others’publicopinionsofyouandyouractions, savedforeverandsubscribable Youronlinebehavior,posts,comments,allofit, easilyfound,forever-andsubscribable

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55 Partingthoughts Exciting,scary,significanttimetobeinthis business! Witnessingamassivesocialtransformationand empowerment Morevenuesandtoolstocommunicatevaluethanever Therearenoexpertsyet Lotsofopportunitiesforinnovativethinking Inertia’sapowerfulthing. Statusquo=gonowhere. Dipyourclients’toesIn-thewater’sfine.

56 LAURAPORTOSTOCKWELL VP,INTERACTIVESTRATEGIST PUBLICISINTHEWEST ERICWEAVER PRESIDENT BRANDDIALOGUE


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