Post on 11-Sep-2014
description
Marketing in the Age of
Social Media
By: Ariel Vinizki
Last year, spent just 33% of
their $678M U.S. advertising
budget on ads with TV networks
and other traditional media.
#1 Advertiser in Advertising Age‟s
2009 The Creativity Awards Report
''We're not in the business of keeping the media companies alive. We're
in the business of connecting with consumers.'' - Trevor Edwards, V.P. Global Brand & Category Management, Nike
Marketing is getting increasingly complex.
Traditional media‟s share of the pie is decreasing.
“Advertising simply doesn't work as
well as it used to ... the old tools are
becoming more expensive and less
effective.” – Seth Godin
CLUTTER
SELECTION
FRAGMENTATION
“In 1965, 80% of 18-49 year olds in the US could
be reached by three 60 second spots. In 2002,
it required 117 prime-time commercials to do
the same.”
- Jim Stengel, Global Marketing Officer, P&G
TUNING OUT
TUNING OUT
• 60% of consumers describe themselves
as “a person who tries to resist or avoid
being exposed to marketing and ads."
• >2/3 of consumers said they would be
interested in products that let them
“block, skip, or opt out of being exposed to
ads."
• 54% say they "avoid buying products that
overwhelm me with marketing and
advertising."
Source: Yankelovich
“I don't watch TV live period anymore. It's all recorded
and watched whenever I get around to it lol I don't have
the time to watch shows when they are on. And if for
some crazy reason my DVR decides not to record
something it was supposed to(it has happened before)
I'll just go to the network website and watch it. Or I'll find
a bit torrent. I think it's pretty cool I can download
movies to my Xbox and the such... but I haven't actually
done it yet. I still like to go to block buster and check out
their selection. It gives me a chance to get out of the
house :-P”
- By acarzt on Apr 8, 2009, hothardware.com
Internet usage is growing at a torrid pace.
• 75% of North Americans use the internet.
• Almost 2 billion users worldwide.
“Gaming, once the domain of
kids and a small group of core
fans, is now more mainstream
than ever … the evolution of
gaming consoles into
multimedia devices has
changed consumption habits of
traditional media such as TV,
movie and Internet content,” - Bradley Raczka, Marketing Manager,
Nielsen Games
Gaming is mainstream!
Online poker is multi-billion dollars
AIDA Advertising Model
Attention Interest Desire Action
Attention
More ads +
More brands +
Less receptiveness +
More non-commercial options +
Tools to avoid =
Attention being the scarce resource
And even if your ad does break
through and get seen…
Despite an ever-expanding array of
advertising platforms and
sources, consumers around the
world still place their highest
levels of trust in other consumers,
according to a recent
global Nielsen Internet survey.
So people hate brands?
… Not Exactly:
• an overwhelming majority of consumers
(76%) welcomed brand advertising on
social networks
• nearly 40% of reported having “friended”
a brand on Facebook and/or MySpace
• 26% have followed a brand on Twitter
• The myth of marketing-free social
spaces is … a myth
• The “dialogue” between brands and
consumers is not only frequent, but also
welcome
Razorfish
Digital
Brand
Experience
Studies
• Explosion in information is resulting
in an information overload.
• Abundant supply is driving the value
of most information to zero.
• Captive audience gone
– once waited for weather or sports
scores … now have it in real time.
• The only scarce resource is attention.
• We listen to „friends‟ as to what to pay
attention to.
• Friends know us better than any
algorithm.
• Crowd-sourcing your message?
• Now 3rd largest video viewing
site on the web (behind
YouTube and Hulu)
• 217 million streams in Oct/09
• Amount of time web users
spend viewing videos on social
networking sites went up 98%
this year (source: Nielsen)
Social media are online
applications, platforms
and media which aim to
facilitate interaction,
collaboration and the
sharing of content.
Source: Universal McCann, Social Media Tracker
What is Social Media Marketing?
Leveraging the internet as a
platform to drive engagement in
order to achieve branding and
marketing communication goals.
“It's impossible to draw a line
between social media and
traditional media - it's all
one.”
“Whether content is created
by the Pros or the Joes it all
has influence, even if it's
small.” – Steve Rubel
"I just watched a plane crash into the hudson riv [sic]
in manhattan.” - Jim Hanrahan, aka Manolantern
“To find something comparable, you have to go
back 500 years to the printing press, the birth of
mass media … Technology is shifting power away
from the editors, the publishers, the establishment,
the media elite. Now it‟s the people who are taking
control.” - Rupert Murdoch, in Wired, July 2006
4 Media Revolutions Prior to the Internet:
Printing Press Telegraph/Telephone
Recorded Media – Photos, Sound, Video Broadcast Media – Radio, Television
“The moment our generation is living through is the
largest increase in expressive capability in
human history.” – Clay Shirky
Your brand story is no longer linear.
Source: Advertising Age November 9, 2009
Socialism Redefined -Wikipedia, Flickr, and Twitter aren't just revolutions in online social media. They're the vanguard of a cultural movement.
Stop Interrupting!
Start Igniting!
In a million channel world,
brands whose consumers tell
the best stories, win.
Give People A Reason To Click
So how do all these changes in the
landscape impact advertising?
Time Out! Before we talk advertising...
Start by making a great product.
A great product is the best advertising.
Make better products.
It‟s Not (So Much) What You Say.
It‟s What You Do (and Other
People Then Say About It).
The Volume and Quality of Your
Earned Media Will Be Directly
Proportional to the Impact and
Quality of Your Product and Ideas.
Entertain Me
Give Me A Unique Experience
Give Me Utility
Meaning Beyond Money
Meaning Beyond Money
Connect Me With Others
“Your brand is no stronger than your
reputation – and will increasingly
depend on what comes up when you
are Googled.” - Allan Jenkins, Global
Communications Consultant
“The skillful use of Twitter, Google, the
internet and Facebook won‟t make a
weak brand strong.” – Al Ries
Source: Advertising Age November 9, 2009
Transparency and Truth
Crawl, Walk, Run
Lessons For Marketers
“The campaign was not successful
simply because it got a lot of
people out to vote. It was
successful because it got a lot of
people getting others to vote.”
- Jalali Hartman, Yovia.com CEO
It Starts With the Product
• Barak Obama does
represent Change
– Race
– Age
– Experience
– Biography
– Regional
Clarity of Purpose
• Determined their positioning and defined the
brand clearly and consistently.
Identify Neglected Customers
• Expanded the electorate.
• Who is the competition
forgetting to speak to?
• How does your offer
speak to them?
Build Communities
Help Others Evangelize For You
• Build communities.
• Give people a sense of ownership in the brand.
• Provide the raw materials that people can
then use to create their own content to share.
Give Up A Little Control
• Have a policy and some control over offensive
and illegal material … BUT …
• Don‟t worry so much about unauthorized use …
allow mash-ups and audience participation.
• Don‟t censor „negative‟ comments.
Reward Me. Entertain Me.
• What do I get out of being
a fan on Facebook , for
following your Tweets, or
giving you my email/
mobile?
Put On A Spectacle
• Attract interest by creating
an experience worth paying
attention to.
Get Key Influencers Endorsing You
• Not necessarily a celebrity –
it could be an influential blog.
• Don‟t pay for it.
Get Media On Your Side
… But Don‟t Rely On Them
• Give them access and align your needs.
– Including your critics.
• Build a direct relationship with your audience.
Mass Media Still Matters
• Despite brilliant use of
web/mobile, Obama still
spent the most on paid
media … by far.
• Mass media pushed
people to the hub
(www.barackobama.com).
Be Transparent
• Address criticism head-on.
• Don‟t censor critics – empower supporters.
It‟s A Permanent Campaign
• It‟s not a sprint.
It‟s a marathon.
• Don‟t launch and move on.
• Campaigns are on-going
dialogues.
• „Kaizen‟
• Build a community, keep
fostering it and leverage it.
Measure The Right Things
• What is the real objective?
• How will you determine success or failure?
Obama = Community Organizer.