The
Art
of
Conversa/on



Social
Media
is
Here.
Brands
Need
to
Adapt.


A
Lesson
in
the
Evolu/on
of
the
New

Media
and
its
Revolu/onary
Impacts

on
Business

Web
2.0
and
the
Long‐tail

Audience

What
is
Web
2.0?
It
is
a
living
term

describing
changing
trends
in
the
ways

soGware
developers
and
end‐users
use

the
Web
that
have
helped
shape
this
new

crea/vity,
informa/on
sharing,

collabora/on
and
func/onality
of
the

web.
Web
2.0
concepts
have
led
to
the

development
and
evolu/on
of
web‐based

communi/es
and
hosted
services,
such
as

social‐networking
sites,
video
sharing

sites,
wikis,
blogs,
and
folksonomies.
An

important
dis/nc/on
is
that
Web
2.0
has

huge
implica/ons
for
what
we
call
the

Long
Tail
i.e.
niche
communi/es.
Pareto’s

Principle
states
that
20%
of
the

popula/on
control
80%
of
the
wealth.

These
include

big
brands
like
Coke
and

Mcdonald’s.
What’s
more
important
is
the

immense
opportunity
for
the
remaining

80%
of
the
web
popula/on,
who
NOW

can
leverage
2.0
to
help
move
the
needle

to
their
own
advantage.


Par8cipa8on
is
the
New

Consump8on

Before
social
compu/ng,
the
web
was
sta/c,

centrally
managed
and
slow
to
change.
Top

down
informa/on
flow
was
the
standard

from
established
research
ins/tu/ons
to

corpora/ons
to
governments.
These
were

sources
we
didn’t
ques/on.

In
this
new
space
there
is
a
shiG:

1)
From
centraliza/on
to
decentraliza/on.

This
means
the
move
away
from
what
we

remember
as
the
“mainframe
computer”
to

the
emergence
of
peer
to
peer
networks.


2)
From
one‐way
informa/on
flow

to

mul/ple
conversa/on
exchanges.
The

audience
is
contribu/ng
to
conversa/on
and

informa/on
exchange
is
taking
place.
This
is

crea/ng
new
knowledge
streams
through

user
generated
content.
Simultaneously,
this

audience
is
not
readily
accep/ng
the
content

provided
by
mainstream
media
and

tradi/onal
sources
as
truth.
Peer
Influence
is

tantamount
to
the
tradi2onal
marke2ng

message.
Marketers
must
realize
their

marke/ng
messages
only
contribute
to
a

frac/on
of
consumer
conversion.


On
top
of
this,
social
compu/ng
has
made
it

easier
to
amplify
conversa/on
and
influence,

crea/ng
an
ability
to
spread
messages
farther

and
faster.

 Old
Media

The
Digital
Evolu8on


Reach

Before media became digitized, we saw:
A few media with massive reach.
As consumers, we were easy to access.
We read the same papers, listened to the
same radio programs, and watched the same
television shows as everyone we knew.
Marketers had it easy…but it was rare for a
consumer to see an ad that was relevant to
him/her.

Now we see tons of media choices, allowing

marketers to reach massive amounts of
Mass
Media

people, via a massive amount of
extremely targeted media experiences.
New
Media

Users are moving down the long tail of
media and this presents big challenges as
well as big opportunities for marketers.

Two key marketing challenges now exist:

Reach


1.  Marketers need to be where the users

are and also need to be relevant to
those users.
2.  Marketers need to re-think the message
and re-think the media distribution.

Mass
Media
 Niche
Media

Niche
Media

 Media
Prolifera8on
In
the
1960s
the
average
 Access
Prolifera8on
This
trend
has
big

home
had
fewer
than
6
television
sta/ons
 implica/ons
for
the
media
business:

from
which
to
choose.

Today
it’s
closer
to
 What
does
this
mean
for
tradi/onal

Marke8ng
has
become
 90,
on
average.
The
number
of
mass
media
 adver/sing
principles
like
reach,

more
challenging
 pla_orms
that
ruled
decades
ago
‐print,
 frequency
or
even
prime/me?



radio,
TV‐
have
exploded
to
the
extent
that
 Networks
are
inves/ng
in
mul/‐
Product
Prolifera8on
and
availability
means

more
choice
for
the
buyer.
It's
a
buyer’s

world
today.
For
any
good
or
service,
the

number
of
brands
and
the
number
of
sellers

mass
anymore.




Today,
media
is
fragmented

2
not
one
medium
can
really
be
considered


3
pla_orm
programming
like
NBC’s

Hulu;
Google
is
already
experimen/ng

with
measuring
audience
in
the
soon‐
to‐be
web/TV
integra/on;
and
TIVO


announced
the
user‘s
ability
to

• 
13,500
radio
sta/ons 
(4,400
in
1960)
 program
TIVO
from
the
mobile
phone.


who
can
instantly
reach
the
buyers
anywhere

• 
17,300
magazine
/tles 
(8,400
in
1960)
 Consumers
are
empowered
with


1
in
the
world
has
grown
drama/cally
over
the

• 
82.4
TV
channels
per
home
(5.7
in
1960)
 choice
and
are
now
squarely
in

past
decade.
In
addi/on
buyers
have
gained

And
the
Web:
 control:
they’re
in
control
of
how,

access
to
an
enormous
amount
of
informa/on
 when,
&
what
kind
of
media
they

• 
Millions
of
sites

that
they
can
“pull”

whenever
they
want,
 • 
Billions
of
pages
 consume.

while
ignoring
the
majority
of
the
marke/ng

and
adver/sing
that
are
“pushed”
at
them.


And
that
doesn’t
even
account
for
the
new

pla_orms:
iPhones,
MP3s,
satellite
radio,

video
on
demand,
PVRs,
and
peer‐to‐peer

gaming.
Now
add
in
the
millions
of
websites,

and
the
billions
of
web
pages
and
you
begin

to
see
the
erosion
of
reaching
an
en/re

market
with
one
simple
media
buy.

Genera8on
C:
The

Consumer
is
in
control

The
web
has
given
birth
to
a
new

genera/on.
It
is
the
genera/on
C.


CONTENT
by
the
Crea/ve
Class
using

the
web
as
a
CHANNEL
to

Communicate…


…Turning
Conversation into
Community. Today media is
controlled, by co-creators….

Turning their creativity into CASH.

The consumers today are Multitaskers. They are
THIS IS THE POWER OF BEING
CONNECTED. THIS IS Intelligent. They are Individuals. They are part of
CONSUMER 2.0 the Community, the Participants. They are the
Audience. They are the Customer. They are the
Influencer. They are the User.

 A
radical
change
has
occurred
in
the
World
of
adver8sing
and
marke8ng


Consumers
are
not
listening
anymore…Interrup8ve
Marke8ng
has
seen

Cluetrain
Manifesto
 its
day.


The
Cluetrain
Manifesto
recently

celebrated
its
10th
Anniversary.

Defined
(source
Wikipedia),
Cluetrain
“
is

a
set
of
95
theses
organized
and
put

forward
as
a
manifesto[…]for
all

businesses
opera/ng
within
what
is

suggested
to
be
a
newly‐connected

marketplace.
The
authors
assert
that

the
Internet
is
unlike
the
ordinary

media
used
in
mass
marke2ng
as
it
 The
Audience
is
Crea8ng…The
Audience
is
Selec8ng….
The

enables
people
to
have
"human
to
 Audience
is
Changing…and
as
a
result
the
audience
is
telling

human"
conversa2ons,
which
have
 brands……

the
poten2al
to
transform
tradi2onal

business
prac2ces
radically.
The
ideas
 “We are immune to advertising. Just forget it. ”
put
forward
within
the
manifesto
aim

to
examine
the
impact
of
the

internet

on
both
markets
(consumers)
and
 “You want us to pay? We want you to pay attention. ”
organiza/ons.
In
addi/on,
…
the

manifesto
suggests
that
changes

will

be
required
from
organiza/ons
as
they
 “ The Internet has become a place where people could talk to
respond
to
the
new
marketplace
 other people without constraint. Without filters or censorship or
environment.”
 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. ”
 •  There
are
brands
finding
out
about
this
NEW
conversa/on.
And

When
Inter‐networked
 they
are
taking
ac/on
and
joining
the
conversa/on.

Markets
MEET
Intra‐ •  eMarketer,
October
2008
recognized
the
prevalence
of
the
new

media
and
announced
its
benefits
spanning
engagement,
direct

networked
Workers
 customer
rela/ons
plus
sales,
brand
reputa/on,
PR
and
even

The
connectedness
of
the
Web
is
 impacts
to
product
development,
and
opera/ons.

transforming
what’s
inside
and
outside

your
business
–
your
market
and
your

employees.

• Through
the
Internet,
the
people
in

your
markets
are
discovering
and

inves/ng
new
ways
to
converse.

They’re
talking
about
your
business.

They’re
telling
one
another
the
truth
in

very
human
voices.

• Intranets
are
enabling
your

employees
to
hyperlink
themselves

together,
out
the
side
the
org
chart.

They’re
incredibly
produc/ve
and

innova/ve.
They’re
telling
one
another

the
truth
in
very
human
voice.

• There’s
a
new
conversa8on
between

and
among
your
market
and
your

workers.
It’s
making
them
smarter

and
enabling
them
to
discover
their

human
voices.


You,
as
an
organiza2on
have
two
choices:
You
can
con2nue
to
lock
yourself
behind
the
facile

corporate
words
and
happy‐talk
brochures.
Or
you
can
join
the
conversa2on.”
Clutrain
1999

 In
Canada….

•  84%
of
Canadians
are
ac/ve
on
Social
Networks
spending
an
average
of
6

hours
per
month

People
are
Using
Social
 •  In
2007
social
network
usage
grew
16%
and
a
whopping
70%
of
users
in

Media
 the
55+
demographic
visited
a
social
network

•  Facebook:
1
in
6
Canadians
are
on
Facebook

Social
media
sites
are
the
fastest‐growing
 •  Toronto
represents
the
7th
largest
Twiter
Popula/on


category
on
the
web,
doubling
their
traffic
 •  89%
of
Canadians
each
watched
114.5
videos
totalling
385mins
…in

over
the
last
year.

Wave
3
Study
from

comparison
to
just
77%
of
U.S.
residents
who
watched
72
videos
each.

Universal
McCann
highlighted
these
stats:

•  YouTube
was
the
des/na/on
of
choice
for
57%
of
Canadians
who
watched

68
videos
totaling
180
mins
per
month.

• 

184
million
bloggers
worldwide,
42
 •  Blogs
“grew”
7%
in
2007,
against
an
index
of
4%
for
Internet
growth.

million
in
China.


 •  16mm,
or
64%,
of
Canadians
now
visit
blogs

• 

73%
of
ac/ve
online
users
have
read
a

blog

• 

45%
have
started
their
own
blog

• 

39%
subscribe
to
an
RSS
feed

• 

57%
have
joined
a
social
network

• 

55%
have
uploaded
photos

• 

83%
have
watched
video
clips


Despite
the
media
fragmenta/on,
social

networking
sites
are
experiencing
high

adop/on
rates
50%
or
greater
among

18‐34
year
olds.
Among
the
35‐44
demos,

30‐39%
are
adop/ng
this
medium.

Social
Media:


Global
Stats


While
most
social‐net
ac/vi/es
have
witnessed
some
growth,

the
emergence
of
Twiter
has
contributed
to
the
plateauing

effect
of
blogging.
Micro‐blogging
has
made
social
media

more
efficient
and
allows
opinion‐leaders
to
collaborate
and

share
at
a
faster
rate.

 Mass
 Social

Social
Media
is
Prac8cal

Marke8ng
 Marke8ng


Unlike
Mass
Marke<ng,
Social
Media
has
the
unique

benefit
of
targe<ng
consumers
already
talk
about
your


brand.
The
immediate
relevance
has
the
ability
to


spread
through
word
of
mouth
recommenda<ons.

 “Top 10 Gadgets for Social Media Addicts”

Social
Media
con8nues
to
 “STATS: Young People Are Flocking to Twitter”

Evolve

“Transparency Triumph. Reviewing is the new
As
social
media
evolves,
so
do
the
 advertising.”
responses,
expecta/ons
and
prac/ces

behind
it.
 “How to Stalk your Kids on Facebook and Twitter”
Everyone
is
trying
to
figure
it
out.

Companies
are
trying
to
understand
 “Newspapers are dying”
the
immediate
impacts
to
their

“IBM's social media guidelines were first of the kind!”
businesses.
Customers
are
becoming

recep/ve
to
big
brands
willing
to
 “10 tips for building brand communities”
engage
with
them.


“Corporate Employee Twitter guidelines being
The
ques/on
whether
Social
Media
is
 written around the world”
here
to
stay
is
one
that
is
answered

readily
through
the
con/nuous

development
of
technologies
that
 “Zynga Is Twice As Big As Twitter -- And Actually Profitable!”
create
more
seamless
peer
to
peer

interac/ons;
the
allowance
of
 “Movie Rentals Might Be Coming to YouTube”
individual
IDs
connec/ng
across
 “5 Ways to Attract and Empower Your Crowd”
mul/ple
pla_orms;
the
dominance
of


share
technologies
through
open
 “Socia media wars - mommy bloggers vs PR Econsultancy”
source;
and
the
strong
adop/on
of

leading
brands
willing
to
jump
into
the
 “Google makes a grab for Hollywood Dollars with contextual ads for Movie
fray
and
test
social’s
strength.
 Trailers”
“Hulu Has More Viewers Than 2nd Largest US Cable Company, Time Warner”

“RIM tops the 100 Fastest-Growing Companies 2009 ...defying the downturn”

Isobar:
Our
Strength
in

Social
Media

We
are
bloggers
and
social
networkers
by
nature.
We
love

technology.
We
understand
social
media
and
its
inherent

rules
of
engagement.
We
build
rela/onships
in
this
space

and
stay
connected
personally
and
professionally.

We
are
passionate
about
 We
help
clients
navigate
through
complexi/es
of
this

s/mula/ng
enduring
 medium
and
help
them
understand
the
strategic

implica/ons
to
their
brand,
their
category,
their
products

brand
conversa/ons.
 and
their
opera/ons.


Through
our
proprietary
technologies,
we
iden/fy
people

We
go
beyond
the
“buzz”
 who
are
talking
about
brands;
where
they’re
talking;
what

they’re
saying.
We
can
tell
whether
there
is
a
gap
between

to

create
rela/onships
 how
companies
want
their
brands
perceived
and
the
actual

with
the
right
influencers
 consumer
percep/on.


and
consumers
that
result
 We
help
clients
listen.
We
iden/fy
the
most
recent

in
long
term
loyalty
and
 conversa/ons
and
counsel
clients
how
to
respond.
Through

constant
monitoring
and
engaging
we
will
iden/fy

authen/c
advocacy
for
 influencers
and
influencing
conversa/ons
that
ignite
into


strong
advocates
for
client
brands.

your
brand.

We
will
help
clients
develop
a
new
mindset
about
social

media
and
leverage
deep
insights
to
help
inform
marke/ng

and
opera/onal
strategies
as
they
apply.

Contact
us:


Hessie
Jones
 Office:
416‐682‐3783

VP,
Social
Media
&
Word
 Cell:
416‐417‐1708

of
Mouth
Marke/ng
 Hessie.jones@isobar.net

htp://twiter.com/hessiej


Isobar
North
America