1.
Social Media and Marketing:
EVOLUTION
or
REVOLUTION ?

2.
Media Landscape

3.
Source: Internet Advertising Bureau, 2004
Source: Darwin Day Conference, by Google
Marketing has changed more…..

4.
Product proliferation and availability means more choice for
the buyer……..
Source: Strike up the Brands. McKinsey & Company, December 2003
Source: Darwin Day Conference, Google
1. Product Proliferation

5.
Today, media is fragmented
• 13,500 radio stations
(4,400 in 1960)
• 17,300 magazine titles
(8,400 in 1960)
• 82.4 TV channels per home
(5.7 in 1960)
And the Web:
• Millions of sites
• Billions of pages
Source: “Left Brain Marketing,” Forrester Research (April 2004);
“The Vanishing Mass Market,” BusinessWeek (July 2004)
Source: Darwin Day Conference, Google
2. Media Proliferation

6.
• Video games
• Email
• XBox LIVE
• Websites
• IM
• Search
• Radio
• DVD
• Ring Tones
• TV
• Blogs
• Magazines
• Satellite Radio
• TiVo (Starhub PVR)
• Video On-Demand
• Newspapers
• Podcasting
• Cell Phone
3. Access Proliferation
Source: Darwin Day Conference, Google

7.
Old Media
Mass Media Niche Media
Reach
New Media
Mass Media Niche Media
Reach
Digitization of Media
Source: Darwin Day Conference, Google

8.
A radical change has occurred in the
World of advertising and marketing
“
”
Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf

9.
Consumers are not listening anymore
Interruptive marketing has seen it’s day
Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf

10.
The Audience
is creating
Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf

11.
The Audience
is selecting
Time Shift technology
Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf

12.
The Audience
is changing
Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf

13.
As a result
“We are immune to advertising. Just forget it. ”
“You want us to pay? We want you to pay attention. ”
“ The Internet became a place where people could talk to other people
without constraint. Without filters or censorship or official sanction —
and perhaps most significantly, without advertising ”
“Don't talk to us as if you've forgotten how to speak. Don't make us feel
small. Remind us to be larger. Get a little of that human touch. ”
Cluetrain Manifesto
Source: http://www.cluetrain.com

14.
Media Scales
Source: http://darmano.typepad.com/logic_emotion/files/logic_emotion.ppt

15.
Consumers control the online environment so brands need to think
about facilitating user-created actions, not just user-generated
content." Unlike newspapers and TV where the advertisers are
speaking at consumers, the Internet allows for more back and forth
interaction.
Source: http://china.seekingalpha.com/article/30979
“
”

16.
The Consumer

17.
The birth of
Generation C
Control
Content
Communicate
Creativity
Channel
Creative Class
Community
Connected
Co-Creators
Cash
Consumer 2.0
Conversation

18.
Consumer Today
Source: http://darmano.typepad.com/logic_emotion/files/logic_emotion.ppt

19.
Buys tickets
online
Checks scores
Looks for
information
about Nascar
games
Reads up on
new cd
releases
Reads his friend’s
postings
Gets the latest
updates on
favorite teams
Downloads
Songs
Music Sites
Sports Sites
Blog Sites
Movie Sites
Gaming Sites
Google.com
Searches for
“what’s cool”
Consumer Touch Points
Source: Darwin Day Conference, Google

20.
Social Media 1.0

21.
1979
Usenet
1998 -2004
Blogs
Podcast
Wikis
1995
1st Social
Networking Site
Clasmates.com
1984
Listservs
1988
IRC
1971
Email
Social Media’s Timeline
1991
Personal Web Sites
Discussion Groups
Chat
2005 and beyond>>
Web 2.0 apps and
User-generated content
take over
Source: http://www.prworks.ca/wp-content/socialmedia.ppt

22.
Growth of social media

23.
Social media describes the online technologies and practices that
people use to share opinions, insights, experiences, and perspectives
with each other (Wikipedia 2007)
What is social media?

24.
They share one or more characteristics
Connectedness

25.
Getting from me to them

26.
I post on blogs and BBS because I can
express myself to millions of people at once.
I like the rush, and I feel empowered.
“
”
Source: http://china.seekingalpha.com/article/30979

27.
I believe the bloggers and their ideas.
They are my friends and will tell me the truth, unlike
advertisements.
“
”
Source: http://china.seekingalpha.com/article/30979

28.
Digital experiences
Design Centred
Content Focus
INTERACTIVITY
Marketers>Experience>Conversation>Relationship>Affinity

29.
Source: http://www.darmano.typepad.com

30.
The “satisfaction effect”
Source: http://www.churchofthecustomer.com

31.
The Evolution
BROADCAST
“We tell you”
Passive readers/audience
Newspaper
Magazines
TV
$
$
$
Big media
buys for
display
advertising
Examples: The New York Times, CNN
Publisher/broadcaster
Source: www.managementinnovationgroup.com/docs/MIG_Social_Media_Poster.pdf

32.
INTERACTIVE
“Tell us what you think of what we tell you”
Passive readers/audience
Newspaper
Magazines
Web Video
$Big media buys for
display advertising
in heavily
trafficked site
Forums
Comments
Ratings
Smaller, targeted
media buys for
contextual
advertising in
less trafficked
parts of the site
The Evolution
Examples: nytimes.com, cnn.com
Publisher/broadcaster
$
$
$
$
$
$
Source: www.managementinnovationgroup.com/docs/MIG_Social_Media_Poster.pdf

33.
The Evolution
Social Media
“Tell each other”
Passive readers/audience
$
$
$
Smaller,
targeted
media buys
for
contextual
advertising
Examples: Wikipedia, Slashdot, Ohmynews
$
$
$
Revenue Share
Payforless
$
Source: www.managementinnovationgroup.com/docs/MIG_Social_Media_Poster.pdf
Co-creators
Collaborative
Publications

34.
Engagement is all about
making it relevant to the consumer.“ ”James Speros, Chief marketing officer, Ernst & Young

35.
People read particular magazines because of
the life stages and events which currently
involve them: from teenager to golfer, from
having a baby to coping with retirement.
“
”Source: Henley Centre, Delivering Engagement 2004

36.
The editorial/reader relationship is a one-to-one
conversation, and in time it creates a bond of
trust, of belief, expectation and empathy. It is
through the quality of this relationship that an
aperture or opening to the reader’s mind and
heart is created, through which we advertisers
can establish communication.
“
”Advertiser with Readers’ Digest

37.
Attention Engagement
The new paradigm

38.
Different levels of engagement
Identification
Most basic level of
engagement
Having sense of shared values
and common experience,
Belonging
People who are passionate
enough to devote lot of time
and/ or money
Commitment
Source: The Henley Centre/ Redwood 2003

39.
I Believe
TRUST
FAITH
ME

40.
Summary
a) Media Landscape:
- Advertising Environment
- Marketing Environment
- Long Tail
b) The Consumer:
- Generation C
- Consumer Today
- Consumer Touch Points
c) Social Media:
- Timeline
- Social Media Trend
- Social Media
- Word of Mouth
- Digital Experiences
d) Engagement
- Trust
Area of Research

41.
Methodology
Social Media
Content Analysis Discourse Analysis Interviews Case Study

42.
Why am I interested?
 Hype
 Understanding, turning it to a power tool
 Future of Advertising

43.
Research Questions
(1) How can the effectiveness of the advertising budget in traditional media be held
accountable?
(2) What tools can be developed to assess the expenditure of monies in the new digital media?
(3) How can the effectiveness of internet creative messages be evaluated empirically?
(4) What elements are necessary for online media planning to be successful?
(5) How can interactive and traditional advertising agencies get together to do better work in
the future?
(6) How can the outcomes of traditional consumer behavior research be applied in the new
digital world?
(7) What non-traditional methodologies might be useful in addressing the concerns of the new
digital world?

44.
Thank You
This is a standalone presentation!
This is social media!