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The future of marketing will be driven by how social media can turn audiences into advocates. A vital element of any company's future strategy will be the ability to reach and engage the right audience, and to unite their marketing and social elements in a way that can turn audiences into buyers and brand believers. The leaders will be those who can harness, manage and unlock the power of not just Facebook, Twitter and other individual networks, but the entire ecosystem of conversations about their brand happening across the social web and throughout their world.
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Where Do We Go From Here?
How social media can turnaudiences into advocates
June 4, 2010
Rich Ullman@richullman
Who is Rich
• Advertising Agency– Media Planner– Automotive Ads
• Tequila
• First Interactive Agency
• The Mining Company -> About.com– Web 1.0
• Ripple6– Social Platform for Marketers
and Publishers
What is Social Media?
People using the web to connect and share.
Why It Changes Things
• Demographics• Speed of Adoption• Cross Generational Adoption• Storytelling Word of Mouth• User Generated Content• Individuals vs. Institutions• Opinions• What Do I Trust?• How Do I Get Information• Mobile
http://www.youtube.com/watch#!v=lFZ0z5Fm-Ng
Why It’s Important
People Connect and Share Product Info
69% have said something about a company or brand
Social Networks: More and More Time
Source: Nielsen Online; August 2009.
1 of every 6 minutes spent online in social networks
Time spent in social nets growing 3x faster than any other segment
Why Should You Care?
Which Doesn’t Belong and Why?
Arnold and Scott Brown
It’s about scale.
Size Doesn’t Matter “I would argue
social networks and digital media are scale at play…” Scale
Ubiquity
The Little Guy
Presence
http://adage.com/article?article_id=141536
Which Doesn’t Belong and Why?
Thomas Friedman and President Obama
It’s About Inspiring the Audience
“More (Steve) Jobs Jobs Jobs Jobs”
“Conjuring Up Buzz Without a Word”
Which Doesn’t Belong? (and Why)
The Children of Cyberspace
http://www.nytimes.com/2010/01/10/weekinreview/10stone.html
“People two, three or four years apart are having completely different experiences with technology. College students scratch their heads at what their high school siblings are doing, and they scratch their heads at their younger siblings. It has sped up generational differences.”
Lee RainieDirector of the Pew Internet Project
What will be their expectations?
Source: Business Insider, Silicon Alley Insider
Recap
• Scale, Presence, Inside the Heart
• Inspiring Your Audience
• Expectations
Today
June 4, 2010
Who’s Privacy is it Anyway?
June 4, 2010
Tomorrow or Yesterday?
Advertising Week 2009
“More change in ad business in last 9 months than in last 9 years.”
#adweek
Online Advertising Begins
Click here… go to where?
Static GIF’s476x60 (pre-IAB)Click Though
What kind of Volvo would you be interested in?
1994
Static Banner
Ads
Your Web Site
State of the Art
Connections
a
1994 2001
Static Banner
Ads
RichMediaAds
State of the Art
Your Web SiteConnectionsContextCreativityAnalytics & Insight
1994 2001
Now What?
Today
?
“More change in ad business in last 9 months than in last 9 years.”
A Different Kind of Creativity
“… invite her to contribute her own thoughts.”
“… there has to be a way to make your message less like advertising and more like content.”
“Engaged Communities Matter”
“We must let the conversations take place.”
“Advertising was 2008. 2009 and beyond is about
Communities and Connections.”
“If you build it…”
“Curate…”
Heather McNamara
March 29, 2010: “Has Viral Gone Viral?”
“These new media have made our world into a single unit. The world is now like a continually sounding tribal drum, where everybody gets the message all the time.”
Marshall McLuhan1960
“The 7 C’s of Social Marketing”
What Do I Do?
Welcome to Tomorrow.
• Campaigns• Collaboration• Clicks• Conversations• Community• Creativity• Connected
“Campaigns” in Social:
vs
Campaigns are Dead.
“Mastering the art of the
continuous campaign.”
Collaboration Wins.
“I’d like to teach the world to sing?”
Collaboration is Everywhere.
Clicks? No.
“Measurement?
Yes!!!
http://www.marketersstudio.com/2009/11/100-ways-to-measure-social-media-.html
45
Be a Curator of Conversations
Conversations Can Go Deep (and Private)
• 4 week qualitative study
• Embedded in a social network.
• 94 moms
• 70 topics
Communities take it personally.
Curate stories.Provide support.
Connecting Efforts
Summary
1. Social Media is big and getting bigger
2. It is a change in lifestyle and behavior (not just media consumption)
3. Tremendous opportunity to connect people in need, with people in the know… and trustworthy information.
Solving the Brand Marketer’s Problem
• Social Media can be overwhelming. – There are numerous social media outlets that
are disconnected and disjointed
• How can you easily manage your social media presence?
• How can you easily listen & engage in conversations with your consumers across the web? – And then optimize your experience!
Thank You.
