1. Marketing 2.0 for Competitive Advantage SEEC Workshop Advertising, Media, On-Line Communications June 15, 2011 Detlev Zwick, Ph.D.

2. 2 Detlev Bio Schulich School of Business, Associate Professor Marketing Research, writing, teaching (Exec, MBA, BBA) Consulting –Vattenfall –BMW, UK –Board of Education, City of Providence, USA –Toronto FC –Various start-ups (with various success)

3. What we will do today Discuss how communication value (through customer value) is generated and delivered in a Web 2.0 world Effective web-based communication tools –Brand engagement w/o push Develop an online marketing communication plan –Things you can do tomorrow

4. At the end of this day, you should be able to…. Understand the fundamental change of MarCom in a web 2.0 world Describe the various online communication tools and their strategic role in MarCom. Ability to develop a set of online communication recommendation for your organization.

5. LEARNING VEHICLE Please note that this is a WORKSHOP. Each step will entail small group discussions and presentations to the entire class

6. LEARNING JOURNEY: Day 2 9 to 10.15: Intro, Exercise 1: Telling a Story 10.15 to 10.30: Coffee 10.30 to 12: Overview of Web 2.0 MarCom, Exercise 2: Who should talk to who, and how? 12 to 1: Lunch 1 to 2.15: Exercise 3: Tools 2.15 to 2.30: Coffee 2.30 to 4.30: Exercise 4: Though Leadership

7. Now you… What do you consider your organization’s most significant communication challenge today? What do you consider your organization’s most significant communication challenge in the future? What does web 2.0 communication mean to your organization?

8. For me… What do you consider your organization’s most significant communication challenge today? –Articulate clear value proposition for myriad MBA programs What do you consider your organization’s most significant communication challenge in the future? –Global brand strength What does web 2.0 communication mean to your organization? –Make the students do the work

9. What are the words you would use to describe… Thordon Bearings Inc. Ontario Power Authority Brady Bank of Montreal Sheridan College

10. You are not alone… Morgan Spurlock (8:45min)

11. A Crisis? “Today’s marketing world is broken…We are still too dependent on marketing tactics that are not in touch with today’s consumer” –Jim Stengel, Global Marketing Officer, Procter &Gamble “Used to be, TV was the answer. The only problem was it stopped working sometime around 1987.” –President GM North America “Broadcasting an ad on television or in a newspaper is admitting you have no idea who your customers are.” –Gary Loveman, CEO, Harrah’s

12. Today the customer is in charge and whoever is best at putting the customer in charge makes all the money. Stephen F. Quinn, Senior vice president for marketing, Wal-Mart. Consumers wrest control away from brand management control freaks...get over it. Turning your brand over to the consumer is taking control - and in fact, if you do, they'll return it to you in better shape. Russ Klein, President for global marketing, innovation and strategy, Burger King

13. Let’s Revisit: What is traditional MarCom all about? What is different about Web 2.0 MarCom?

14. Exercise 1 What to do when it flows?

15. Let’s hear it…

16. Let’s take a break!

17. 21 ST Century Communication Challenges Twitter, ‘nough said… FRAGMENTATION!! –Attention –Demand

18. Fragmentation makes –reaching –keeping the attention of your customer ever harder.

19. Web 2.0 Communication shows two things: Consumers love to interrupt! Consumers love to talk! => Give me some examples…

20. Changes your Relationship hosting guestsFrom ‘selling to customers’ to hosting guests enablerFrom ‘controller’ of communication (teller of stories) to enabler of communication (resource for stories told by others).

21. 2 Strategic Implications Social CommunicationEncourage and Valorize Social Communication (sub-category of social production) Thought LeadershipBrand and Market Leadership through Thought Leadership

22. Digital Communication Map Consumer Marketer Consumer

23. Digital Communication Map Consumer Marketer Retail sites Banner Ads/Links Email/Spam News Releases Blogs/Online forums Search Engine Optimization Viral/social marketing/Twitter MarketerConsumer

24. Digital Communication Map Consumer Social search Third party and retailer evaluation sites (e.g. epinions.com) Blogs/Twitter Wikis Social networking sites Marketer Retail sites Banner Ads/Links Email/Spam News Releases Blogs/Online forums Search Engine Optimization Viral/social marketing Marketer Consumer

25. Digital Communication Map Consumer Social search Third party and retailer evaluation sites (e.g. epinions.com) Blogs Wikis Social networking sites Marketer Link building News releases Blogs/Online forums Retail sites Banner Ads/Links Email/Spam News Releases Blogs/Online forums Search Engine Optimization Viral/social marketing MarketerConsumer

26. Digital Communication Map Consumer Search Email Twitter Company-owned product evaluation sites (beta) Blogs/ Online forums/Twitter Feedback sites Social search Third party and retailer evaluation sites (e.g. epinions.com) Blogs Wikis Twitter Social networking sites Marketer Link building News releases Blogs/Online forums Twitter Retail sites Twitter Banner Ads/Links Email/Spam News Releases Blogs/Online forums Search Engine Optimization Viral/social marketing MarketerConsumer

27. In your Groups: Work together to fill the quadrants for the company assigned. –Describe digital communication strategy? –Analyze S&Ws –What should it do? Consumer Marketer Consumer Nike, SunLife Insurance, Starbucks, Shell

28. Lunch someone?

29. Let’s look at Some Tools

30. We focus on: Viral marketing (Brand) Communities Social Networks Blogs (incl. Audio, Video)

31. Is there a Simple Formula to Success? No…

32. Turn a good story… …into a groundswell of communication and attention. –Will it blend? (youtube) –Nokia N95 (blog seedings) –Mike Pedersen (www.golf-trainer.com, www.performbettergolf.com/blog)www.golf-trainer.com www.performbettergolf.com/blog –Le Cache Premium Wine Cabinets (wine- storage.blogspot.com)wine- storage.blogspot.com

33. But also… BearingPoint –Mike 2.0 wikiMike 2.0 wiki

34. Coffee Break?….yeah!

35. Exercise #4

36. Let’s Summarize Advertising faces new challenges –Attention, niche demand, value of social communication A new medium changes relationships –From customer to guest –From teller of stories to resource for stories Brand Value Creation in the Age of Social Communication –Brand means authentic thought leadership (not one-way interruptions) –Brand value depends on the amount (and maybe quality) of social communication