PEOPLE ARE THE MEDIA: ENGAGEMENT,
INFLUENCE, ACTIVATION ERIC WEAVER, TRIBAL DDB CANADA

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? 2

AM I DOING THIS RIGHT?
SHOULD I BE EXPECTING MORE FANS? MORE DIALOGUE? WILL MORE PEOPLE EVENTUALLY “SEE” US? 3

WE ARE IN THE MIDST
OF A PROFOUND CULTURAL SHIFT 4

NUMBER OF PEOPLE JOINING LINKEDIN
DAILY 67,000+ 5

500, PEOPLE ON FACEBOOK SOURCE:
FACEBOOK 000, 000 6

830,000+ PEOPLE JOIN FACEBOOK EVERY
SINGLE DAY 2006 POPULATION OF EDMONTON 730,372 7

NUMBER OF MINUTES THE AVERAGE
USER 55 SPENDS EACH DAY ON FACEBOOK 8

1,500,000+ ORGANIZATIONS HAVE A FACEBOOK
FAN PAGE 20,000,000+ PEOPLE JOIN A FAN PAGE EVERY DAY 9

50% PEOPLE WHO ARE MORE
LIKELY TO BUY IF ENGAGED VIA SOCIAL SITES CHADWICK MARTIN BAILEY, FEB 2010 10

LIKELIHOOD OF JOINING A SITE
VIA FACEBOOK CONNECT VS NORMAL SIGNUP FACEBOOK, APRIL 2010 4x 11

66% PERCENTAGE OF BRAND TOUCHPOINTS
ARE NOW GENERATED BY CUSTOMERS MCKINSEY QUARTERLY, JULY 2009 12

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. No one force guides them. CAPTIVE > ACTIVE DEFERENCE > REFERENCE HERD > SWARM FLICKR.COM/PHOTOS/HUTCHIKE FLICKR.COM/PHOTOS/RREIS 13

CLICKTHROUGH RATE FOR AVERAGE BANNER
AD 0.19% FORRESTER, 2008 CLICKTHROUGH FOR AVG FACEBOOK WALL POST 6.49% VITRUE, AUGUST 2009 Trust between peers drives an activation rate 38x that of the intrusion model. 14

LET’S TAKE A FRESH LOOK
AT THIS BUSINESS OF MARKETING 15

CONVEYING VALUE THROUGH OUTBOUND MARKETING
HAS WORKED FOR 150 YEARS MARKETING IS A $1 TRILLION PRACTICE GLOBALLY EVERY NICHE HAS EVOLVED INTO A SOPHISTICATED CHANNEL EFFECTIVE MARKET IMPACT EQUALS JOB SECURITY 16

WINSTON TASTES GOOD LIKE A
______________________ 17

When I was a kid,
we had three TV stations, one newspaper. Got home at 5:30pm. No work-related calls at home. Maybe four major cigarette brands. Easy to remember a tagline. 18

MAXWELL HOUSE: GOOD TO _________
19

MONOLITHIC MESSAGES WORKED WHEN WE
HAD: LIMITED PRODUCT CHOICE (?) LIMITED MEDIA CHANNELS LONGER BRAND INTERACTIONS HIGHER BARRIERS TO ENTRY 20

But now we can get
pretty much whatever we want, whenever. That expectation has been set. And you’ve seen how people can become completely unglued when their latte is made incorrectly. ORGANIC, SOCIALLY-JUST, SOY HALF-CAFF, MOCHA FRAPPA WHATEV… NO FOAM NO WHIP NO SLEEVE 21

THE CONSUMER IS NOW FIRMLY
IN CONTROL LISH PUB Y TO We can’t fight time ILIT starvation. Attention is a B tough ask. We can’t stop ER A product choice or media clutter. But we CAN SUM leverage consumer CON publishing and build trust. ORIGINAL VERSION: AGENT WILDFIRE 22

Trust drives preference, and ultimately,
transactions. So do your marketing 91% efforts engender trust — or destroy it? OF PEOPLE GLOBALLY WILL BUY FROM COMPANIES BASED ON TRUST 77% PEOPLE WHO REFUSE TO BUY FROM COMPANIES THEY DISTRUST EDELMAN PR, 2009 23

CHANGING PRIORITIES: “How important are
these factors to corporate reputation?” US 2006 US 2010 Quality products & services 53% Transparent & honest practices 83% Attentive to customer needs 47% Company I can trust 83% Strong financial performance 42% High-quality products/services 79% Fair pricing 38% Communicates frequently 75% A well-known brand 37% Treats employees well 72% Good employee relations 35% Good corporate citizen 64% Socially responsible 33% Prices fairly 58% Visible CEO 23% Innovator 48% Dialogue with stakeholders 23% Top leadership 47% Employee/CEO blogs 12% Financial returns 45% These three key factors are best EDELMAN TRUST BAROMETER, 2010 served by social content. 24

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 25

MANY REMAIN SKEPTICAL A lot
of Boomers still are confused about the value of social channels. It’s because of our generational lens. And no one has really explained the cultural shift in terms that Boomers can relate to. PHOTO: FLICKR.COM/PHOTOS/YUGENRO 26

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. 2010 THE YEAR MILLENIALS WILL SURPASS BOOMERS IN THE WORKFORCE PHOTO: FLICKR.COM/PHOTOS/KATINALYNN 27

Computer-based graphic design, 1986 Email
marketing, 1996 Web marketing, 1997 MANY MORE FEEL THEY DON’T HAVE TIME FOR “ONE MORE THING.” Remember the graphic designers who refused to adapt to a computer? I remember my CFO asking why we needed Internet email when we had voicemail. And remember when we started needing HTML programmers in Marketing? It’s time to adapt again – especially in a recession. 28

SO HOW DO I TAKE
MY ORGANIZATION’S SOCIAL MEDIA TO THE NEXT LEVEL? 29

1. STUDY 2. LISTEN DDB°
SIX 3. PUBLISH STEPS TO 4. ENGAGE SOCIAL 5. INFLUENCE Many organizations have gotten into social media 6. ACTIVATE primarily to publish (the old outbound model). But there are better opportunities. 30

KNOW YOUR ORGANIZATIONAL GOALS 1
KNOW YOUR BRAND VOICE AND MANNER LEAD THE CONVERSATION WITH LEGAL ABOUT RISK & PRIVACY STUDY & PLAN DETERMINE INQUIRY HANDLING DETERMINE EMPLOYEE GOVERNANCE PLAN FOR REPUTATIONAL CRISES DETERMINE METRICS 31

MASHABLE.COM CASESTUDIESONLINE.COM 1 SOCIALMEDIAGOVERNANCE.COM WOMMA.ORG
STUDY & FORRESTER MARKETING SUMMIT PLAN @KDPAINE @JOWYANG @ARMANO @AMBERCADABRA 32

After Oprah started on Twitter,
self-appointed “gurus” quadrupled. Be careful of whom you turn to. A prolific publisher does not equal an effective marketer. APRIL 2009 DECEMBER 2009 4,487 GURUS 16,000 GURUS BL OCHMAN, DEC 2009 33

NOW THAT WE UNDERSTAND THE
2 RISKS AND REWARDS, WHAT SHOULD WE LISTEN FOR? RAPID RESPONSE TO PR CRISES, SALES OPPORTUNITIES LISTEN DETERMINE SENTIMENT, MOTIVE, ASSOCIATED TOPICS, SHARE OF VOICE CORRECT MISPERCEPTIONS IDENTIFY BRAND CHAMPIONS 34

PERCENTAGE OF COMPANIES THAT HAVE
IMPLEMENTED SOCIAL MONITORING PLATFORMS 54% PERCENTAGE THAT HAVE NO IDEA 46% Ummm…during the Greatest Recession of Our Lives? Srsly? E-CONSULTANCY, SOCIAL MEDIA AND PR REPORT, NOVEMBER 2009 35

LOOKBOOK.NU Brand enthusiasts may be
pushing your product without your knowledge. By listening, you can identify & empower them. LEVERAGE CO-CREATION OPPORTUNITIES 36

GOOGLE ALERTS SAMEPOINT SOCIALMENTION BLOGPULSE
FREEBIES TECHNORATI Limited data, limited insights FILTRBOX YACKTRACK TWITTER SEARCH TWENDZ 37

SAS SMA CYMFONY VISIBLE TECHNOLOGIES
RADIAN6 PAID TOOLS SYSOMOS Deeper data samples; better results; partnerships with SCOUTLABS Google, Facebook; rich media & comments; MOTIVEQUEST multiple languages LIFT9 38

SCOUTLABS 39

SCOUTLABS 40

41

YOU CAN’T JOIN A CONVERSATION
ABOUT YOUR OFFERING WITHOUT AN ENTRY POINT. 42

NOW THAT WE CAN HEAR
OUR MARKET, WHAT SHOULD WE 3 PUBLISH? TIME-RESPECTFUL CONTENT, HIGHLY TAGGED AND EASILY CONSUMED PUBLISH THOUGHT LEADERSHIP PROOF POINTS PERSONALITY & STORYTELLING PIECES HOW-TOS AND GUIDES 43

4 NOW THAT WE’RE PUBLISHING,
HOW DO WE INTERACT? CREATE ENGAGEMENT GUARDRAILS & GOVERNANCE ENGAGE CREATE OPPORTUNITIES TO INTERACT WITH THE CONTENT HEAR & RESPOND 44

ONLINE REPUTATION RESPONSE PROCESS: EXTERNAL
SITE / SOCIAL VENUE LOCATION EXTERNAL ON-SITE POST POST TYPE OF COMMENT POSITIVE BASHING / RANT / ERRORS / NEGATIVE COMMENT? DEGRADING SATIRE MISGUIDED EXPERIENCE TYPE OF RESPONSE CONCUR RESPOND MONITOR RESPOND RECTIFY PUBLICLY POSITIVELY SILENTLY WITH FACTS EXPERIENCE BASED ON US AIR FORCE WEB POSTING RESPONSE ASSESSMENT V2.0 45

ONLINE REPUTATION RESPONSE PROCESS: ORGANIZATIONAL
SITE LOCATION EXTERNAL ON-SITE POST POST TYPE OF COMMENT POSITIVE BASHING / RANT / ERRORS / NEGATIVE COMMENT? DEGRADING SATIRE MISGUIDED EXPERIENCE TYPE OF RESPONSE CONCUR RESPOND MONITOR RESPOND RECTIFY PUBLICLY POSITIVELY SILENTLY WITH FACTS EXPERIENCE You may decide to create a separate process for comments that appear on your organization’s site. 46

AND THEN THERE’S WIKIPEDIA
47

Realities: anyone can edit. All
edits are tracked. There are THOUSANDS of people who spend HOURS UPON HOURS tweaking articles. These edits are often based upon whimsy. Engage carefully and transparently. 48

TOOLS LIKE WIKIWATCHER TRACK CLANDESTINE
WIKI EDITING AND LINK CHANGES BACK TO ORGANIZATIONS — TRANSPARENCY IS CRUCIAL — 49

NOW THAT WE’RE INTERACTING, HOW
5 CAN WE CREATE INFLUENCE? HOW CAN WE ENABLE LIKING, INFLUENCE FANNING, AND FORWARDING? HOW CAN WE IDENTIFY THOSE WITH THE GREATEST INFLUENCE AND ENGAGE THEM? 50

NUMBER OF ITEMS SHARED BY
FACEBOOK USERS EVERY MONTH FACEBOOK, APRIL 2010 25,000,000,000 That’s a boatload of influence. Your brand, your value, and your content should be creative and compelling enough to be a part of this massive, trust-based global sharing. 51

FIFTH HIGHEST SALES DAY EVER
FOR VIRGIN AMERICA THROUGH “PROMOTED TWEETS” (APRIL 20, 2010) 52

DDB Canada did an opportunistic
campaign called ¡Hola Palooza! in which we worked to get Mexican tourists to consider Canada. So our Radar team hit the airport and enthusiastically welcomed Mexicans and shared their reactions on YouTube. Click the image to view. 53

6 HOW CAN OUR INFLUENCE
INSPIRE ACTION? WHAT BRAND OR ACTIVATION PRODUCT ADVOCACY HAVE WE GENERATED? HOW DO THOSE ACTIONS AMPLIFY OUR VALUE? 54

“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 55

DDB Canada created an integrated
campaign for Knorr’s Sidekicks meal accompaniment products. The traditional media was meant to creatively build brand affinity and awareness of this healthy, low- sodium product. Click the image to view the video. 56

In addition, we were asked
to bring Salty to life in social media, to extend the campaign long after the spots had been pulled. Our Radar team engaged on Twitter, Facebook, YouTube and even ChatRoulette using Salty’s “voice.” 57

58

59

ChatRoulette users were likely surprised
to randomly connect with a salt and pepper shaker. 60

Salty’s been featured in numerous
blogs and in traditional press. 61

People have uploaded videos of
their kids interacting with the salt shakers – some videos have received thousands of views. 62

Fan art started appearing out
of the blue on sites like DeviantArt. 63

Consumers even starting staging photo
shoots with recently purchased Salty and Pep shakers. 64

Yes, even pasta art was
submitted. 65

6000 FACEBOOK FANS 400,000+ VIDEO
VIEWS 1000 TWITTER FOLLOWERS SALTYʼS 18,000 SALTY & PEP SHAKERS SOLD SOCIAL IN FIRST 25 DAYS CAMPAIGN HIGHEST SITE TRAFFIC EVER RESULTS SIDEKICKS SALES ROSE BY 10% SIDEKICKS SURPASSED UNCLE BENʼS AS #1 BRAND IN MEAL ACCOMPANIMENTS 66

ENGAGEMENT DEMOGRAPHIC 70% FEMALE, 30%
MALE – 62% WERE AGED 25-34 SALTYʼS SOCIAL HUMOROUS TWEETS RECEIVED MORE ATTENTION THAN BRAND CAMPAIGN MESSAGES LEARNINGS USERS WERE ATTRACTED MORE TO CONVERSATIONAL TOPICS AND LEADING QUESTIONS 67

TRADITIONAL AND SOCIAL REINFORCE ONE
ANOTHER Traditional and social efforts work incredibly well together. Traditional can create and supercharge a conversation, and social can it post-campaign. 68

BRANDED SITE EXTERNAL MKTG‐MANAGED PRESENCE EXTERNAL THIRD‐PARTY SITE Integrated Traditional/Social
Marketing Mix TRADITIONAL MEDIA/PR TOPICAL COMMUNITIES: IP, HELPFUL TIPS D E T E R M I N AT I O N E V A L U A T I O N / C O M P A R I S O N A W A R E N E S S PRODUCT LAUNCH P U R C H A S E MICROSITE S T O R Y T E L L I N G L O Y A L T Y HELPFUL RESOURCES RECIPES SEO EVENTS DOT-COM SITE COMMENTS COMPANY BLOG (IP) ONLINE SAMPLING FACEBOOK FAN PAGE N E E D E‐COMMERCE PARTNER ONLINE YOUTUBE CHANNEL: STORYTELLING, IP PRINT EXTERNAL BLOGS: IP, TIPS OUTDOOR PR Social can also help push distracted consumers through the funnel by providing SAMPLING PGMS proof points and helpful information at various stages of purchase consideration. RETAIL 69

DDB Canada created a campaign
for Canadian Tourism called Locals Know: the idea being that locals know the best spots and hidden gems to visit. We built LocalsKnow.ca and used traditional media to ask Canadians to post video “commercials” of their favorite local destinations there, leveraging consumer co-creation and trust. Click the image to view the video. 70

OVER 4000 USER-GENERATED “COMMERCIALS” UPLOADED
450,000 UNIQUE VISITORS TO LOCALS LOCALSKNOW.CA KNOW 2,200,000 PAGE VIEWS CAMPAIGN 2.7 MILLION CANADIANS BOOKED A RESULTS TRIP WITHIN CANADA FORBES MAGAZINE CALLED IT ONE OF THE TOP TEN TRAVEL CAMPAIGNS OF ALL TIME 71

SUMMARY
POINTS
72

AUDIENCES HAVE CHANGED FASTER THAN
WE’VE REACTED OUR LENSES CLOUD OUR PERCEPTION OF THIS CHANGE TRUST DRIVES PREFERENCE, TRANSACTIONS & REPUTATION 73

REEXAMINE MARKETING IN TERMS OF
DIALOGUE, TRUST, ENGAGEMENT, INFLUENCE CONSIDER A STEPPED APPROACH LET YOUR AUDIENCE CO- CREATE 74

SOCIAL AND TRADITIONAL TURBOCHARGE ONE
ANOTHER AND SHOULD BE PLANNED TOGETHER THINK MARKETING ENERGY, MORE THAN MARKETING SPEND GIVE YOURSELF TIME 75

SLIDESHARE.NET/
WEAVE

@WEAVE
@RADARDDB

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 TEAM IN VANCOUVER CREATES AWARD-WINNING SOCIAL PROGRAMS FOR NUMEROUS ORGANIZATIONS. 78

THANK YOU.
AND QUESTIONS.

FOR COUNSEL ON HOW TO
SOCIALIZE YOUR ENTERPRISE, CONTACT HELENE LEGGATT AT 780-917-6600. 80