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Social Media and Marketing:

EVOLUTION

or

REVOLUTION ?

Media Landscape

Marketing has changed more..

Source: Internet Advertising Bureau, 2004


Source: Darwin Day Conference, by Google

1. Product Proliferation
Product proliferation and availability means more choice for
the buyer..

Source: Strike up the Brands. McKinsey & Company, December 2003


Source: Darwin Day Conference, Google

2. Media Proliferation
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

3. Access Proliferation

Video games
Email
XBox LIVE
Websites
IM
Search

Source: Darwin Day Conference, Google

Radio
DVD
Ring Tones
TV
Blogs
Magazines

Satellite Radio
TiVo (Starhub PVR)
Video On-Demand
Newspapers
Podcasting
Cell Phone

Digitization of Media

Reach

New
Old Media
Media

Mass Media

Source: Darwin Day Conference, Google

Niche Media

radical change has occurred in the


AWorld
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 its 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." 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

Cash
Co-Creators
Control

The birth of
Generation C
Connected
Creativity
Content
Conversation

Consumer 2.0

Creative Class
Channel

Community
Communicate

Consumer Today

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

Consumer Touch Points


Blog Sites

Music Sites
Reads his friends
postings

Reads up on
new cd
releases

Movie Sites

Downloads
Songs

Buys tickets
online

Sports Sites
Gets the latest
updates on
favorite teams

Gaming Sites
Looks for
information
about Nascar
games

Checks scores

Google.com
Searches for
whats cool

Source: Darwin Day Conference, Google

Social Media 1.0

Social Medias Timeline

1971

1979

1984

1988 1991

Email Usenet Listservs IRC

1995

1998 -2004

Personal Web Sites 1st Social


Networking Site
Discussion Groups
Chat

Clasmates.com

Blogs
Podcast
Wikis

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

What is 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)

They share one or more characteristics

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
Examples: The New York Times, CNN

Publisher/broadcaster
Big media
buys for
display
advertising

$
$
$

Newspape
r
Magazines
TV

Passive readers/audience

Source: www.managementinnovationgroup.com/docs/MIG_Social_Media_Poster.pdf

The Evolution
INTERACTIVE
Tell us what you think of what we tell you
Examples: nytimes.com, cnn.com

Publisher/broadcaster
Big media buys for
display advertising
in heavily
trafficked site

Smaller, targeted
media buys for
contextual
advertising in
less trafficked
parts of the site

$
$
$
$
$
$
$

Newspape
r
Magazines

Forums
Comments
Ratings

Web Video

Passive readers/audience

Source: www.managementinnovationgroup.com/docs/MIG_Social_Media_Poster.pdf

The Evolution
Social Media
Tell each other
Examples: Wikipedia, Slashdot, Ohmynews
Collaborative
Publications
Revenue Share
Pay for less

Smaller,
targeted
media buys
for
contextual
advertising

$
$
$
$
$
$

Passive readers/audience

Source: www.managementinnovationgroup.com/docs/MIG_Social_Media_Poster.pdf

Co-creators

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 readers mind and
heart is created, through which we advertisers
can establish communication.

Advertiser with Readers Digest

The new paradigm

Attention

Engagement

Different levels of engagement


Belonging
Having sense of shared values
and common experience,

Identification
Most basic level of
engagement

Source: The Henley Centre/ Redwood 2003

Commitment
People who are passionate
enough to devote lot of time
and/ or money

TRUST

FAITH

I Believe
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?
Hype
Understanding, turning it to a power tool
Future of Advertising

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!