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Connections, Conversations, Conversions
@adny


    •   Digital Strategy
    •   Process / Methodology
    •   Project Management
    •   Search Engine Marketing
    •   User Experience Design
@houseofbrew


       •   Digital Printing
       •   Social Media
       •   Supply Chain Management
       •   Web-based Software
       •   Web-to-print Systems
Agenda


   Evolution of Media & Communications
   Today’s Media
   A New Reality
   Bridging the Gap
1987 Animated GIF
introduced by CompuServe




                           The Phoenicians develop an alphabet.

                                                 3500 BC
1450
Newspapers appear in Europe




                      First Photographic Image

                                       1814
1916    First radios with tuners,
        different stations




NBC starts two radio networks       1927
1930
First television
   broadcast in U.S.




              Scheduled television broadcasts begin.

                                             1939
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Media = Money
Ad Spending: 1919 - 2009
300,000


250,000


200,000

                              Total Ad Spending (m.)
150,000
                              Ad Spending in News,
                              Mags., Radio, TV (m.)
100,000


 50,000


     0
Meanwhile…
1831




       Joseph Henry invents the
         first electric telegraph.
1876
    Alexander Graham Bell patents the electric
                                   telephone.




1914
First cross continental telephone call made.
1940
FM Police Radio Communications begin in
  Hartford, CT.
1949   AT&T Introduces Model 500 telephone.




          75% of lines are party lines. 1950
1981
First cellular license
Connections, Conversations, Conversions
1992
The World Wide Web is born.
The World changes
Mass communication
            for the
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Media becomes social.
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Connections, Conversations, Conversions
http://blog.normprint.com/hilarious-it-computer-jokes
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Media = ≠ Money
 Media Motivation
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Peak
Billboard Chart                Rank
UK Singles (The Official
                                2
Charts Company)[21]

US Billboard Hot 100[22]        1

US Pop Songs (Billboard)[23]    9

US Hot R&B/Hip-Hop Songs
                                3
(Billboard)[24]

US Rap Songs (Billboard)[25]    1




Twitter Followers: 2,554,405
Twitter Followers: 6,641,347
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Consumers are empowered.
Tropicana Discovers Some Buyers Are
Passionate About Packaging




―Do any of these package-design people
actually shop for orange juice?‖
―Twitter is the ultimate focus group,‖
  Peter Shankman said.

―I can post something and in a minute get
   feedback from 700 people around the world,
   giving me their real opinions.‖
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Consumers own brands.
Connections, Conversations, Conversions
Connections, Conversations, Conversions
#IranElection
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Media = Emotion
“…credited for its part in producing double-
figure growth in sales of Dove products.”


                                      The video was viewed…
                                      40,000 times in its first day
                                      1,700,000 times within a month of its upload
                                      12,000,000 times within its first year




                               “…the total exposure generated through the $50,000
                               piece was estimated as being worth around $150M.”
As much as we’d like to believe otherwise,
  the truth is, consumers don’t want to
     connect with brands.
They want to connect with each other.


                        —Sally Hogshead, Fascinate
Connect likeminded people together
 around a purpose.
Ask consumers what they want.
Empower consumers to evangelize your brand.
Surprise your audience with unique,
  interactive brand experiences.
Media is free.
If you can earn it.
Connections, Conversations, Conversions
Advertising's Future Is 3 Simple Words:
        Paid. Owned. Earned.




                     —Kirk Cheyfitz, CEO Story Worldwide
                                        October 27. 2010
Paid jumpstarts owned.

Owned sustains earned.

Earned drives cost down
and effectiveness up.

                          —Kirk Cheyfitz, CEO Story Worldwide
                                             October 27. 2010
Earned media, when it happens, is the
best form of advertising on Earth.


                     —Kirk Cheyfitz, CEO Story Worldwide
                                        October 27. 2010
Connections, Conversations, Conversions
Gaining customers
should never be a company's objective;
building customer engagement
              should be.


                   —William J. McEwen, Married to the Brand
                                Gallup Management Journal
Passive         Active        Enthusiasts

Lower Engagement                               Higher Engagement




             Interest   Participation   Involvement
Connections, Conversations, Conversions
Why Consumers Share

1.   Laughter
2.   Inspiration
3.   Cuteness
4.   Originality
5.   Shock
6.   Surprise
7.   Nostalgia
                          The Social Times
―I tell my friends about your brand

not because I like your brand
                   but because I like my friends.‖


                                 — Edward Boches, Chief
                                 Innovation Officer, Mullen
So…



      what?
A New Reality
People choose what media they
  engage with, when and where.




             Be with them where they choose to
                                       engage.
Build a reputation by
  building relationships.
―Marketing spend might start at awareness,
  but in the Trust Economy,
  communities are king, and ROI stands for
  Return on Influence.‖




                                     — Chris Brogan
                                     President, Human Business Works
Connect with people.




 Get to know them.
Connections, Conversations, Conversions
Connections, Conversations, Conversions
―The Age of Personal Branding‖
Online




Offline
Use online and offline tools to connect.
“Networking is not about hunting.
     It is about farming.

It‟s about cultivating relationships.

Do not engage in „premature solicitation‟.

You‟ll be a better networker if you
remember that.”


                                 - Dr. Ivan Misner – founder of BNI
Online
Earned            Owned
•   Twitter       •   Website
•   Facebook      •   Mobile
•   LinkedIn      •   Advertising
•   Google        •   Email
•   Flickr
•   YouTube
•   Blog
Connections, Conversations, Conversions
A Stream of Digital Consciousness –
  over a billion tweets from 20 million users.




                         Connect with people who
                 share your passions and interests.
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Connect Past & Present




                   Cultivate Likes and Comments
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Business Networking




       Referrals and References – Online Resume
Connections, Conversations, Conversions
91%
Say consumer reviews are the #1 aid to buying decisions.



                                               87%
             Trust a friend’s recommendation over a critic’s review.



1   word-of-mouth conversation
                                            Social Media = influence.


has the impact of   200       TV ads.
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Offline
Earned                Owned
• Networking          • TV
• Word of Mouth       • Print
                      • Outdoor
                      • Direct Mail
                      • Business cards
                      • Meet-Meme cards
— Edward Boches, Chief
Innovation Officer, Mullen
1980
2010
Create unique, memorable experiences.




  Connect online to continue the conversation and
                           build the relationship.
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Meet   Scan   Connect
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Connections, Conversations, Conversions
Connections, Conversations, Conversions
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Connections, Conversations, Conversions

Notas do Editor

  1. About.com
  2. About.com
  3. Things begin to accelerate…Stats credit: About.com
  4. “Traditional” Advertising models emerge. Controlled messaging through highly coveted, highly priced channels.Print, TV, Radio…http://mimg.ugo.com/200910/11508/madmen.JPG
  5. Outdoor? …Sponsorships around sports, venues, athletes, paid placement, and other channels.
  6. Media channels were something of exclusivity based on cost alone. To create a powerful message and distribute it to millions of people would required a big budget.
  7. http://www.galbithink.org/ad-spending.htm
  8. Communications begin to take on an electronic form.About.comImage: http://patrickjames.ie/blog/sms-text-most-wonderful-messaging-ever/
  9. The world begins to shrink.About.com
  10. Radios provide 2-way, mobile communications.About.com
  11. But these fancy communications are still a relatively exclusive item.
  12. Introduce significant change.About.com
  13. As communications channels evolved, they became more accessible.Individual devices became available, and eventually common.http://mashable.com/2010/12/03/cell-phone-mobile-infographic/
  14. Change begins to accelerate faster than ever before.And everything changes.
  15. What if you could communicate with anyone, anywhere, anytime?
  16. Social Media
  17. Telling stories, building sites and adding content easily… for free.In 2010…There are over 181 million blogs.34% of bloggers post opinions about products and brands.
  18. Sharing is free
  19. The way people consume, record, remember their experiences changes.http://blog.normprint.com/hilarious-it-computer-jokes/
  20. Face-to-face conversation, anywhere in the world, is free.
  21. Global video broadcast is free.On demand video becomes the expectation.In 2010 - YouTube receives over 2 billion viewers each day.24 hours of video is uploaded to YouTube by users every minute.To watch all the videos currently on YouTube, a person has to live for around 1,000 years.
  22. Consumers have a voice, a presence… they gain control.For the first time, the majority of United States can be reached in a personal, interactive medium. In 2010…Facebook has over 500 million users.Two-thirds of comScore’s U.S. Top 100 websites and half of comScore’s Global Top 100 websites are integrated with Facebook.There are over 100 million active users accessing Facebook currently through their mobile devices.
  23. Immediacy. Power. Globalization.Communication will forever change.50 million tweets in 2010. 180 million unique users access Twitter each month80% of Twitter users use Twitter on mobile devices.More than 600 million searches happen on Twitter every day
  24. Mass media no longer requires money, now it simply takes the motivation.
  25. Kid becomes web-famousBand hits the pop charts…
  26. http://en.wikipedia.org/wiki/Crank_That_%28Soulja_Boy%29Followers: 1/10/2011
  27. Followers: 1/10/2011New screen shot
  28. http://observers.france24.com/fr/content/20080408-revolte-manifestations-emeutes-elections-egypte
  29. http://observers.france24.com/fr/content/20080408-revolte-manifestations-emeutes-elections-egypte
  30. James was a professional photographer… but what happens when everyone has a camera in their pocket?http://observers.france24.com/fr/content/20080408-revolte-manifestations-emeutes-elections-egypte
  31. On April 10th, 2008, James Karl Buck and his translator were arrested by the Egyptian police while covering an anti-government protest. James, a grad student from Berkeley, was able to tweet one word while being taken away by Egyptian authorities: Arrested. This one update sparked his friends and followers into action, eventually leading to his university hiring a lawyer on his behalf and his release a day later.This is proof that one update, even if it’s a single word, can mobilize people to action and change the course of events.http://mashable.com/2009/04/10/extraordinary-twitter-updates/
  32. First responders posting pictures to alert press that something’s happened.Immediate, mass circulation of images like this inform the world of what’s happening… now.Crazy?
  33. http://www.wired.com/images_blogs/dangerroom/2010/01/haiti-hi-res-baker.jpg
  34. http://commons.wikimedia.org/wiki/File:2010_Haiti_earthquake_damage3.jpg
  35. http://www.freakingnews.com/American-Red-Cross-Haitian-Relief-Pics-75871.asp
  36. United Airlines learns a tough lesson about customer service…Ask singer/songwriterDave Carroll… http://www.arabiansupplychain.com/pictures/gallery/Companies/United_Airlines.jpg
  37. So did Southwest…
  38. And Delta…Delta Smashes Charity Racer's Bike, Must Face Wrath of Viral VideoJun 10, 2010 – 5:19 PMJames Lawrence is a badass. He's doing 20 half Ironman races to raise money to build dams in Africa. half Ironman = 1.2 miles of swimming, 56 miles of cycling and 13.1 miles of running.AOLNewshttp://www.aolnews.com/2010/06/10/delta-smashes-charity-racers-bike-must-face-wrath-of-viral-vid/
  39. http://www.nytimes.com/2009/02/23/business/media/23adcol.html?pagewanted=all
  40. http://www.nytimes.com/2009/02/23/business/media/23adcol.html?pagewanted=all
  41. http://newgaplogo.com/
  42. One of the most incredible media events since the advent of social media.This shows the power of Twitter’s platform, enabling the world community to support an message being hushed by the Iranian government.http://mashable.com/2009/06/21/iran-election-timeline/
  43. http://minnesota.publicradio.org/collections/special/columns/news_cut/content_images/iran_june15_1.jpg
  44. http://en.wikipedia.org/wiki/Evolution_%28advertisement%29
  45. Give your customers a means to connect around your brand, in a space they care about.A community, some personality, niche expertise.There’s a clear value proposition to the end user.
  46. Let your consumers pick your biggest ad of the year.
  47. Or let them create it.
  48. Today’s great advertising is interactive.
  49. No matter what the short-term goal of any advertising effort, the long-term goal is always the same: to drive media spending sharply downward by recruiting fans and advocates who will spread a brand's messages for free, forever.http://www.huffingtonpost.com/kirk-cheyfitz/advertisings-future-is-3_b_774821.html
  50. http://www.huffingtonpost.com/kirk-cheyfitz/advertisings-future-is-3_b_774821.htmlPic:http://www.thetattoos.info/Harley-Davidson-Logo-Tattoo-13008331
  51. http://www.huffingtonpost.com/kirk-cheyfitz/advertisings-future-is-3_b_774821.html
  52. http://geistastic.com/?p=900
  53. http://gmj.gallup.com/content/17698/Building-a-Brand-Marriage-That-Lasts.aspx
  54. Consumer engagement spectrum…
  55. Engagement increases as interest, participation, input, and ownership increase.
  56. http://www.psfk.com/2010/11/why-people-share-content-spread-ideas.htmlThe Social Times identifies 7 specific factors that motivate people to share content with their social networks:Laughter (or, according to Godin, ‘because it’s funny and laughing alone is no fun’)Inspiration (comparable to Godin’s ‘I spread your idea because I’m in awe of your art and the only way I can repay you is to share that art with others)Cuteness (not sure Godin said anything related to ‘cute’)Originality (’because your idea says something that I have trouble saying directly’)Shock (’because it’s fun to make another teen snicker about prurient stuff we’re not supposed to see’)Surprise (’because I feel smart alerting others to what I discovered)Nostalgia (Godin doesn’t pose a reason that directly speaks to nostalgia for a shared experience, so we’ll take the liberty of saying ‘I spread your idea because it reminds me that we’re connected – we shared an experience in the past)
  57. Marketing Through Social Media and Relationships – Edward Bocheshttp://www.slideshare.net/edwardboches/marketing-through-social-media-and-relationships
  58. How do we bridge the gap?
  59. Pic: http://blog.safetyweb.com/online-reputation-how-to-manage-your-online-reputation/
  60. People choose to do business with those they know, like, and trust.
  61. Pic: hhttp://www.livesoundnow.com/contact/SilhouetteDancingPeople.jpg
  62. Connect likeminded people around a purpose.Do it for them. Make people happy.http://chuchilin.com/files/gimgs/19_picture-3.pngPic:
  63. The ability to connect has never been easier.Building a trusting relationship with a customer requires meaningful, one-to-one multi-channel communications.Photo:http://wgalnightkids.blogspot.com/2009/08/wish-everything-will-get-back-as-usual.html
  64. “The Age of Personal Branding”Personal branding is about how we market ourselves to other people. But truly great branding has always been defined by making emotional connections on a personal level.
  65. In this new media world, the most successful marketing will seamlessly bridge online and offline.
  66. Use online and offline tools to connect.Photo: http://www.flickr.com/photos/mathplourde/4639156283/
  67. Pic:http://i757.photobucket.com/albums/xx220/markflap/chiaturtle.jpg
  68. Pic: emrl.com
  69. Twitter = Follow
  70. There have been over 50 million tweets in 2010There are over 110 million users of Twitter currently.54% of bloggers post content or tweet on a daily basis. 
  71. Facebook = Friend
  72. An average Facebook user spends about 55 minutes a day on the site.An average user becomes a fan of 2 pages every month.Average user is connected to 80 community pages, groups and eventsAverage user creates 90 pieces of content each monthMore than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.Shareable contentLasting friendshipsDeepen relationshipsConnect others with like interestsBatman photo:http://www.flickr.com/photos/heathbar/5133788591
  73. LinkedIn = Connect
  74. 201080% companies use LinkedIn as a recruitment tool.LinkedIn has executives from all Fortune 500 companies
  75. ResumeRecommendationsMaps!SuggestionsMessagesGroups
  76. Social Media =Influencehttp://www.slideshare.net/edwardboches/basic-introduction-to-social-media-and-community-2578555
  77. Offline….Meanwhile, in real life…
  78. Collage: http://www.dnjournal.com/images/lowdown/newspaper-radio-tv.gifBillboard: http://www.mywordpressads.info/wp-content/uploads/2010/02/billboard-advertisement1.jpg
  79. http://www.g4tv.com/thefeed/blog/post/706283/microsoft-taking-kinect-on-the-road-for-national-tour.html
  80. ***fix animation sequenceUnique, memorable experiences that consumers crave.Blend online and offline tactics to involve your audience. Help them interact. Give them a voice, and listen to what they what.Car:http://motocross.transworld.net/files/2010/01/gm_091231_nynl_seq_lo-c-garth-milan_red-bull-photofiles.jpgBike:http://arbiteronline.com/files/2010/10/redbull-2.jpghttp://image04.webshots.com/4/9/61/20/57096120bMidux_fs.jpghttp://www.teamlorenz.com/Signs/139%20Miller%20blind%20date.JPG
  81. Engage your audience. Produce once-in-a-lifetime experiences.The Flaming Lips.Photo: http://www.flickr.com/photos/wilshirepix/3839467109/
  82. Miller Lite ‘Hoops’ interactive, branded on-premise gaming.
  83. This is what we’re trying to do on another level with Meet-Meme.Provide an icebreaker, and connect real-life meetings into true connections that build valuable relationships.
  84. Meet-Meme = Meet
  85. Introduction
  86. Networking
  87. Conversations
  88. Online and offline games.
  89. Personal and Corporate Branding
  90. Relationships
  91. Cupcake story…Pic: http://www.flickr.com/photos/nick_d/2977848508
  92. Connect, Converse, Convert
  93. End
  94. Where it came from…
  95. Event services with integrated conferenceconcepts, exciting games and interactions, and personal support services.