Since the so-called 'social media revolution', media no longer means paper. It means people. The same people who have more and more tools at their disposal to easily dodge your very expensive ads, banners and commercials. So, what can you do to earn their attention? And better yet, what can you do to earn their engagement?

1. @AdNerds#FollowFridays
Friday, November 27
The End of Paid Media.
The Value of Social Currency.
And how to Earn it.

2. The End of Spray and Pray.

3. Media means People.

4. Be Afraid. Be very
Afraid. Virtual
Bodyguards are
among us.

5. Be Afraid. Be very
Afraid. Virtual
Bodyguards are
among us.

7. Reaching the spam saturation point.
• 140 minutes
• 5 x 6 minutes commercials
• 5 x 1 minute own publicity
• Total: 35 minutes publicity
• 1 in 4 minutes: publicity

8. Plan B: Time-Shifting
• De Pappenheimers: real time
• SYTYCD: time-shifting
• 50K production + 10K media space
• Commercials: speed X64
• Every 30” spot in 0,46”

9. Welcome to DIGITAL TV!

14. Welcome to a World where the Consumer decides
whether you’re in or out.
Picture by Leo Reynolds on Flickr

15. Winning
ATTENTION and
ENGAGEMENT
[in theory]

16. Winning
ATTENTION and
ENGAGEMENT
[in theory]

17. Three steps to social success...
1.
Win their attention

18. Three steps to social success...
1.
Win their attention
2.
Engage them

19. Three steps to social success...
1.
Win their attention
2.
Engage them
3.
Tap into their network

20. Winning
ATTENTION and
ENGAGEMENT
[in real terms]

21. Winning
ATTENTION and
ENGAGEMENT
[in real terms]

22. Social Media: the ultimate Union for Consumers.

23. If you care about media budgets, there are options galore.
media content

24. Engaging rich media ads

26. Did it grab one’s attention? yes | no
Was it engaging? yes | no
Did it have a network effect? yes | no

28. Platform-integrated ads

33. social ads API

34. “ manager -- allows you to take the
ads
Techlightment’s social
micro-targeting that Facebook allows to
another level. This creates dramatic
results for both performance and
scalability.
”
Josh Smith, Head of Inside Sales, Facebook

39. Title
Image
Text

40. }
Title x1
Image x1
1 ad
Text x1

41. }
Title x2
Image x1
2 ads
Text x1

42. }
Title x2
Image x2
4 ads
Text x1

43. }
Title x2
Image x2
8 ads
Text x2

44. }
Title x3
Image x3
27 ads
Text x3

45. }
Title x4
Image x4
64 ads
Text x4

46. }
Title x 10
Image x 10
x 3.000 ads
3 countries
Text x 10

47. Did it grab one’s attention? yes | no
Was it engaging? yes | no
Did it have a network effect? yes | no
Will it have a long-term effect? yes | no

48. Tapping into power of networks? Develop content!
media content

50. “ If we want people to drink our brand on a daily basis,
we need to connect with them on a daily basis.
”
Joseph V. Tripodi, Chief Marketing & Commercial Officer, The Coca-Cola Company

51. “ What we're going for more and more
will be developing compelling content.
Some will be consumer-generated, some of it we'll buy,
some of it we'll create ourselves.
”
Joseph V. Tripodi, Chief Marketing & Commercial Officer, The Coca-Cola Company

54. “Happiness Ambassadors”

61. “ You can’t just say it.
You have to get people to say it to each other.
”
James Farley, CMO @ Ford Motor Company

63. Survey of Adult “Millennials”, 18-27 years old.
“Please tell me if you use the following technologies or services on a daily or frequent basis?”
% saying yes
Web-based search such as Google, Yahoo, MSN, etc.
Web-based e-mail such as Gmail, Yahoo mail, Hotmail, etc.
Facebook, MySpace, or other social networking websites 94
Instant messenger such as Yahoo, MSN, AOL, etc. 92
Wikipedia or other Wikis 77
Gaming communities such as Xbox Live, etc. 71
59
Personal blog 35
Personal website 28
Skype or other internet phone service 26
Virtual worlds such as Second Life, etc. 24
14

64. “Thinking about everything you have read, seen, or heard about business in the last year,
in general, do you trust corporations a lot less, a little less, the same, a little more,
or a lot more than you did at the same time last year?”
Source: Edelman Trust Barometer, 2009

65. A Perfect Example of Brand Ambassadorship.

77. “We didn't break the bank.
We didn't use traditional media.
We tried something different,
and it is working.
”
Connie Fontaine, Brand/Content Alliances Manager @ Ford Motor Company

78. Brand Awareness for the Fiesta has risen to the Equivalent of
Models that have been on the Market for 2 to 3 years.
The program — which included a test-drive program — has
elicited the interest of about 50,000 potential buyers, 97% of
which don’t drive a Ford at present.
Official Fiesta Movement content has drawn 4.8 million
YouTube views, 600,000 flickr views and 3.2 million Twitter
impressions.
37% of generation Y were aware of the Ford Fiesta via social
media before its launch in the US.
The whole thing was done with $0 in ad budget and
a fraction of marketing costs.
The cars have been driven over one million real-world miles by
the 100 participants.
Sources: adrants.com - businessweek.com

81. The Sequel to a Perfect Example of Brand Ambassadorship.

90. Scott Monty’s Final Bit of Advice…
To be
constantly
listening…

91. To be
CONSTANTLY
LISTENING.

92. To be
CONSTANTLY
LISTENING.

93. Webcare Telenet

94. “ to consumer’s exploits on the web. We want
Webcare wants to listen & respond actively
to get in close contact with our customers
and learn from their experiences as well as
inform them optimally.
”
Charlotte, Webcare, Telenet

95. ORM* tools - which one suits your needs?
* ORM = Online Reputation Management, often referred to as “listening”

96. ORM* tools - which one suits your needs?
What is the budget you would like to spend?
How big is your team?
Do you need collaboration, sharing or workflow tools?
Will you listen or also respond, engage, ... ?
Do you want to interact with existing company tools?
Do you need a custom solution?
Do you want to involve your whole company?
Do you have the proper insights or need assistance?
...
* ORM = Online Reputation Management, often referred to as “listening”

101. A Couple of things
to CHEW on.

102. A Couple of things
to CHEW on.

103. No more PAY to play. You’ve got
to be willing to PLAY to play.
Tap into the network effect.
Develop compelling
flex it over different content and
digital endpoints.
Precision Marketing gives you a much
higher ROI than the ‘spray & pray’ model.
You should be constantly listening
.