Social Media and Marketing: EVOLUTION
or REVOLUTION ?

Media Landscape

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

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

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

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

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

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

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

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

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

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

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

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

Consumers control the online environment
so brands need to think about facilitating user-created actions, not just user-generated content.&quot; 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 “ ”

The Consumer

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

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

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

<ul><ul><li>Social Media 1.0 </li></ul></ul>

1979 Usenet <ul><li>1998 -2004 </li></ul><ul><li>Blogs
</li></ul><ul><ul><li>Podcast </li></ul></ul><ul><ul><ul><li>Wikis </li></ul></ul></ul>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

Growth of social media

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?

They share one or more
characteristics Participation Openness Conversation Community Connectedness

Getting from me to them

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

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

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

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

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

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 $ $ $

The Evolution 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 Examples: nytimes.com, cnn.com Publisher/broadcaster $ $ $ $ $ $ Source: www.managementinnovationgroup.com/docs/MIG_Social_Media_Poster.pdf

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

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

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

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

Attention Engagement The new paradigm

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

I Believe TRUST FAITH ME

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

Methodology Social Media Content Analysis
Discourse Analysis Interviews Case Study

Why am I interested? <ul><li>Hype
</li></ul><ul><li>Understanding, turning it to a power tool </li></ul><ul><li>Future of Advertising </li></ul>

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?

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