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PEOPLE ARE THE MEDIA:ENGAGEMENT, INFLUENCE, ACTIVATIONERIC WEAVER, TRIBAL DDB CANADA
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YOU’RE ON LINKEDIN.
YOU’RE TWEETING. SET UP A FAN PAGE. POSTED SOME VIDEOS TO YOUTUBE.
IF YOU’RE LIKE MANY OTHERS, YOU’RE ASKING…
NOW WHAT??
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3?AM I DOING THIS RIGHT?
SHOULD I BE EXPECTING MORE FANS?
MORE DIALOGUE?
WILL MORE PEOPLE EVENTUALLY “SEE” US?
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WE ARE IN THE MIDST OF A
PROFOUND CULTURALSHIFT
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NUMBER OF PEOPLE JOINING LINKEDIN DAILY
67,000+
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500,000,000
PEOPLE ON FACEBOOK
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SOURCE: FACEBOOK
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830,000+PEOPLE JOIN FACEBOOK EVERY SINGLE DAY
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2006 POPULATION OF EDMONTON
730,372
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55NUMBER OF MINUTES THE AVERAGE USERSPENDS EACH DAY ON FACEBOOK
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1,500,000+ORGANIZATIONS HAVE A FACEBOOK FAN PAGE
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20,000,000+PEOPLE JOIN A FAN PAGE EVERY DAY
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50%PEOPLE WHO ARE MORE LIKELY TO BUY IF ENGAGED VIA SOCIAL SITES
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CHADWICK MARTIN BAILEY, FEB 2010
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4xFACEBOOK, APRIL 2010
LIKELIHOOD OF JOINING A SITE VIA FACEBOOK CONNECT VS NORMAL SIGNUP
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66% PERCENTAGE OF BRAND TOUCHPOINTS ARE NOW GENERATED BY CUSTOMERS
MCKINSEY QUARTERLY, JULY 2009
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FLICKR.COM/PHOTOS/RREIS
CAPTIVE > ACTIVE
DEFERENCE > REFERENCE
HERD > SWARM
FLICKR.COM/PHOTOS/HUTCHIKE
Captive audiences have given way to active ones. Customers deferred to big brands for value messages
– now we refer to our friends. And advertisers
often treated audiences like herd animals –in reality they
act much more like a swarm.
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0.19%
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6.49%
CLICKTHROUGH RATE FOR AVERAGE BANNER AD
CLICKTHROUGH FOR AVG FACEBOOK WALL POSTVITRUE, AUGUST 2009
FORRESTER, 2008
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LET’S TAKE A FRESH LOOK AT THIS BUSINESS OF MARKETING
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CONVEYING VALUE THROUGH OUTBOUND MARKETING HAS WORKED FOR 150 YEARS
EVERY NICHE HAS EVOLVED INTO A SOPHISTICATED CHANNEL
EFFECTIVE MARKET IMPACT EQUALS JOB SECURITY
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WINSTON TASTES GOOD LIKEA ______________________
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MAXWELL HOUSE:GOOD TO _________
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(?)
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MONOLITHIC MESSAGES WORKED WHEN WE HAD:LIMITED PRODUCT CHOICE
LIMITED MEDIA CHANNELS
LONGER BRAND INTERACTIONS
HIGHER BARRIERS TO ENTRY
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ORGANIC, SOCIALLY-JUST, SOY HALF-CAFF, MOCHA FRAPPA WHATEV…
NO FOAM NO WHIP NO SLEEVE
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THE CONSUMER IS NOW FIRMLY IN CONTROL
22C
ON
SU
ME
R A
BIL
ITY
TO
PU
BL
ISH
ORIGINAL VERSION: AGENT WILDFIRE
We can’t fight time starvation. Attention is a
tough ask. Can’t stop product choice or media
clutter. But we CAN leverage consumer
publishing and build trust.
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91%OF PEOPLE GLOBALLY WILL BUY FROM COMPANIES BASED ON TRUST
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77%PEOPLE WHO REFUSE TO BUY FROM COMPANIES THEY DISTRUSTEDELMAN PR, 2009
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CHANGING PRIORITIES: “How important are these factors to corporate reputation?”
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Quality products & services
Attentive to customer needs
Strong financial performance
Fair pricing
A well-known brand
Good employee relations
Socially responsible
Visible CEO
Dialogue with stakeholders
Employee/CEO blogs
53%
47%
42%
38%
37%
35%
33%
23%
23%
12%
Transparent & honest practices
Company I can trust
High-quality products/services
Communicates frequently
Treats employees well
Good corporate citizen
Prices fairly
Innovator
Top leadership
Financial returns
83%
83%
79%
75%
72%
64%
58%
48%
47%
45%
US 2006 US 2010
EDELMAN TRUST BAROMETER, 2010These three key factors are best
served by social content.
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TRUST IS TODAY’S KEY TO REVENUE, AND SOCIAL CHANNELS ENABLE US TO ENGAGE IN WAYS THAT BUILD TRUST—AND LEVERAGE THE PRE-EXISTING TRUST BETWEEN PEERS.
FLICKR.COM/PHOTOS/POWERBOOKTRANCE
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MANY REMAIN SKEPTICAL
26PHOTO: FLICKR.COM/PHOTOS/YUGENRO
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BOOMERS
All about propriety. We were trained in formalities, taught to never offend. Oversharing is “weak.” Guarded = safe. And your suit & tie is a sign of trustworthiness.
GENS X&Y
All about affinity. Formalities are ignored, sharing means being found, and they grew up with Google. Your suit & tie = untrustworthy.
2010THE YEAR MILLENIALS WILL SURPASS BOOMERS IN THE WORKFORCE
PHOTO: FLICKR.COM/PHOTOS/KATINALYNN
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MANY MORE FEEL THEY DON’T HAVE TIME FOR “ONE MORE THING.”
Computer-based graphic design, 1986 Email marketing, 1996
Web marketing, 1997
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Remember the graphic designers who refused to adapt to a computer? I remember my CFO asking why we needed Internet email. And remember when we started needing programmers in Marketing? Time to adapt again.
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SO HOW DO I TAKE MY ORGANIZATION’S SOCIAL MEDIA TO THE NEXT LEVEL?
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DDB° SIX STEPS TO SOCIAL
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1. STUDY2. LISTEN3. PUBLISH4. ENGAGE5. INFLUENCE6. ACTIVATE
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STUDY & PLAN
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KNOW YOUR ORGANIZATIONAL GOALS
KNOW YOUR BRAND VOICE AND MANNER
LEAD THE CONVERSATION WITH LEGAL ABOUT RISK & PRIVACY
DETERMINE INQUIRY HANDLING
DETERMINE EMPLOYEE GOVERNANCE
PLAN FOR REPUTATIONAL CRISES
DETERMINE METRICS
1
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1STUDY & PLAN
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MASHABLE.COM
CASESTUDIESONLINE.COM
SOCIALMEDIAGOVERNANCE.COM
WOMMA.ORG
FORRESTER MARKETING SUMMIT
@KDPAINE
@JOWYANG
@ARMANO
@AMBERCADABRA
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APRIL 2009
4,487 GURUSDECEMBER 2009
16,000 GURUS
BL OCHMAN, DEC 2009
Be careful of whom you turn to.
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2LISTEN
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NOW THAT WE UNDERSTAND THE RISKS AND REWARDS, WHAT SHOULD WE LISTEN FOR?
RAPID RESPONSE TO PR CRISES, SALES OPPORTUNITIES
DETERMINE SENTIMENT, MOTIVE, ASSOCIATED TOPICS, SHARE OF VOICE
CORRECT MISPERCEPTIONS
IDENTIFY BRAND CHAMPIONS
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PERCENTAGE OF COMPANIES THATHAVE IMPLEMENTED SOCIAL MONITORING PLATFORMS
54%
E-CONSULTANCY, SOCIAL MEDIA AND PR REPORT, NOVEMBER 200935
PERCENTAGE THAT HAVE NO IDEA
46%
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LOOKBOOK.NU
LEVERAGE CO-CREATIONOPPORTUNITIES
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FREEBIES
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GOOGLE ALERTS
SAMEPOINT
SOCIALMENTION
BLOGPULSE
TECHNORATI
FILTRBOX
YACKTRACK
TWITTER SEARCH
TWENDZ
Limited data, limited insights
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PAID TOOLS
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SAS SMA
CYMFONY
VISIBLE TECHNOLOGIES
RADIAN6
SYSOMOS
SCOUTLABS
MOTIVEQUEST
LIFT9
Deeper data samples; better results; partnerships with Google, Facebook; rich media & comments; multiple languages
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39SCOUTLABS
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40SCOUTLABS
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YOU CAN’T JOIN A CONVERSATION ABOUT YOUR OFFERING WITHOUT AN ENTRY POINT.
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3 PUBLISH
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NOW THAT WE CAN HEAR OUR MARKET, WHAT SHOULD WE PUBLISH?
TIME-RESPECTFUL CONTENT, HIGHLY TAGGED AND EASILY CONSUMED
THOUGHT LEADERSHIP
PROOF POINTS
PERSONALITY & STORYTELLING PIECES
HOW-TOS AND GUIDES
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4ENGAGE
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NOW THAT WE’RE PUBLISHING, HOW DO WE INTERACT?
CREATE ENGAGEMENT GUARDRAILS & GOVERNANCE
CREATE OPPORTUNITIES TO INTERACT WITH THE CONTENT
HEAR & RESPOND
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TYPE OF RESPONSE
TYPE OF COMMENT
LOCATION
ONLINE REPUTATION RESPONSE PROCESS:EXTERNAL SITE / SOCIAL VENUE
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ON-SITE POST
EXTERNALPOST
BASHING / DEGRADING
RANT / SATIRE
ERRORS / MISGUIDED
NEGATIVE EXPERIENCE
POSITIVE COMMENT?
MONITOR SILENTLY
CONCUR PUBLICLY
RESPOND POSITIVELY
RESPOND WITH FACTS
RECTIFY EXPERIENCE
BASED ON US AIR FORCE WEB POSTING RESPONSE ASSESSMENT V2.0
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TYPE OF RESPONSE
TYPE OF COMMENT
LOCATION
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ON-SITE POST
EXTERNALPOST
BASHING / DEGRADING
RANT / SATIRE
ERRORS / MISGUIDED
NEGATIVE EXPERIENCE
POSITIVE COMMENT?
MONITOR SILENTLY
CONCUR PUBLICLY
RESPOND POSITIVELY
RESPOND WITH FACTS
RECTIFY EXPERIENCE
ONLINE REPUTATION RESPONSE PROCESS:ORGANIZATIONAL SITE
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AND THEN THERE’S WIKIPEDIA
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TOOLS LIKE WIKIWATCHER TRACK CLANDESTINE WIKI EDITING AND LINK CHANGES BACK TO ORGANIZATIONS
— TRANSPARENCY IS CRUCIAL —
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5INFLUENCE
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NOW THAT WE’RE INTERACTING, HOW CAN WE CREATE INFLUENCE?
HOW CAN WE ENABLE LIKING, FANNING, AND FORWARDING?
HOW CAN WE IDENTIFY THOSE WITH THE GREATEST INFLUENCE AND ENGAGE THEM?
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25,000,000,000
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NUMBER OF ITEMS SHARED BY FACEBOOK USERS EVERY MONTH
FACEBOOK, APRIL 2010
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FIFTH HIGHEST SALES DAY EVER FOR VIRGIN AMERICA THROUGH
“PROMOTED TWEETS” (APRIL 20, 2010)
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UNITED AIRLINES SHARE VALUE LOST DURING “UNITED BREAKS GUITARS”
$180,000,000
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ACTIVATION
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HOW CAN OUR INFLUENCE INSPIRE ACTION?
WHAT BRAND OR PRODUCT ADVOCACY HAVE WE GENERATED?
HOW DO THOSE ACTIONS AMPLIFY OUR VALUE?
6
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“I COULD HAVE JUST NAMED THIS THING THE VX150 OR ZI8. BUT I THOUGHT THAT THE PEOPLE WHO BUY THE PRODUCT SHOULD COME UP WITH SOMETHING MEANINGFUL TO THEM.” – JEFFREY HAYZLETT,CMO, KODAK
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DDB Canada’s job was to bring Salty to life in social media, to
extend the campaign long after the spots had run. Our Radar team engaged on Twitter, Facebook,
YouTube and even ChatRoulette using Salty’s “voice.”
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Salty’s been featured in numerous blogs and in traditional press.
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People have uploaded videos of their kids interacting with the salt shakers
– some videos have received thousands of views.
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SALTY’S SOCIAL CAMPAIGN RESULTS
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6000 FACEBOOK FANS
400,000+ VIDEO VIEWS
1000 TWITTER FOLLOWERS
18,000 SALTY & PEP SHAKERS SOLD IN FIRST 25 DAYS
HIGHEST SITE TRAFFIC EVER
SIDEKICKS SALES ROSE BY 10%
SIDEKICKS SURPASSED UNCLE BEN’S AS #1 BRAND IN MEAL ACCOMPANIMENTS
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SALTY’S SOCIAL CAMPAIGN LEARNINGS
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ENGAGEMENT DEMOGRAPHIC 70% FEMALE, 30% MALE – 62% WERE AGED 25-34
HUMOROUS TWEETS RECEIVED MORE ATTENTION THAN BRAND MESSAGES
USERS WERE ATTRACTED MORE TO CONVERSATIONAL TOPICS AND LEADING QUESTIONS
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TRADITIONAL AND SOCIAL REINFORCE ONE ANOTHER
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Traditional and social efforts work incredibly well together. Traditional can create and supercharge a conversation, and social can sustain that
conversation.
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AW
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Integrated Traditional/Social Marketing Mix
S T O R Y T E L L I N G
FACEBOOK FAN PAGE
SEO RECIPES
COMPANY BLOG (IP)
BRANDED SITE
EXTERNAL MKTG-MANAGED PRESENCE
EXTERNAL THIRD-PARTY SITE
TRADITIONAL MEDIA/PR
HELPFUL RESOURCES
COMMENTS
RETAIL
ONLINE SAMPLING
TOPICAL COMMUNITIES: IP, HELPFUL TIPS
OUTDOOR
PRODUCT LAUNCH
MICROSITE
ONLINE
EVENTS
E-COMMERCE PARTNER
EXTERNAL BLOGS: IP, TIPS
YOUTUBE CHANNEL: STORYTELLING, IP
PR
SAMPLING PGMS
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Social can also help push consumers through the funnel by providing proof points and helpful information at various stages of
purchase consideration.
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LocalsKnow.ca: great DDB example of traditional and social media working together to leverage customer co-creation and trust.
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SUMMARY POINTS
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AUDIENCES HAVE CHANGED FASTER THAN WE’VE REACTED
TRUST DRIVES PREFERENCE, TRANSACTIONS & REPUTATION
OUR LENSES CLOUD OUR PERCEPTION OF THIS CHANGE
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REEXAMINE MARKETING IN TERMS OF DIALOGUE, TRUST, ENGAGEMENT, INFLUENCE
LET YOUR AUDIENCE CO-CREATE
CONSIDER A STEPPED APPROACH
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SOCIAL AND TRADITIONAL TURBOCHARGE ONE ANOTHER AND SHOULD BE PLANNED TOGETHER
GIVE YOURSELF TIME
THINK MARKETING ENERGY, MORE THAN MARKETING SPEND
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SLIDESHARE.NET/WEAVE
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@WEAVE@RADARDDB
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DDB IS THE WORLD’S LARGEST ADVERTISING AGENCY BY REVENUE, WITH 200 OFFICES IN 90 COUNTRIES.
TRIBAL DDB IS THE AWARD-WINNING DIGITAL DIVISION OF DDB, WITH 56 OFFICES AND 1200 EMPLOYEES WORLDWIDE.
RADAR IS OUR SOCIAL BUSINESS SPECIALTY AREA. OUR 20-PERSON RADAR DDB TEAM IN VANCOUVER CREATES AWARD-WINNING SOCIAL PROGRAMS FOR NUMEROUS ORGANIZATIONS.
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THANK YOU.AND QUESTIONS.
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FOR COUNSEL ON HOW TO SOCIALIZE YOUR ENTERPRISE, CONTACT HELENE LEGGATT AT 780-917-6600.
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