A presentation that Paul McEnany and I gave to the Schulich School of Business MBA class on the 4 myths of Digital Marketing

1. Digital
Marke,ng
Reboot
It’s
,me
to
bust
some
myths

2. MYTH #1!
Digital
is
a
channel

4. h9p://bit.ly/d29SBj

5. Content
replaces
communica0ons
as
primary
Web
use…
A
drama0c
shi8
has
taken
place…
with
consumers
now
spending
47%
of
their
0me
with
content
and
only
33%
with
communica0on.
Center
for
Media
Research,
2007

7. h9p://bit.ly/9PVcXA

9. h9p://bit.ly/digipub

10. Meet
Kevin
Kevin
wants
to
go
to
NY
to
party
So
Kevin
emails
his
boss

11. It
might
have
worked
before
Facebook

12. “your
average
slob
is
just
as
likely
as
a
well-­‐
connected
person
to
start
a
huge
new
trend”
-­‐
Duncan
Wa9s

13. MYTH #2!
Influence
is
nothing
but
reach
reach
reach

14. Most
PR
companies
will
sell
you
a
database
of
bloggers
who
have
lots
of
reach
into
your
“target
audience”

15. It’s
about
finding
those
who
are
most
passionate
about
your
brand.
Which
is
easier
than
it
sounds.
They
also
happen
to
be
the
most
visible
and
vocal.

16. h9p://bit.ly/marmit

17. MYTH #3!
Social
Media
scal
doesn’t
e

19. Really?
It
doesn’t
scale?
Oh.
You
mean
in
Canada.
Image
source:
vividBreeze
on
Flickr

20. March
2008,
YouTube
reaches
71%
of
Online
Popula,on
in
Canada
April
2009,
YouTube
reaches
47%
of
Online
Popula,on
in
USA
Image
source:
René
Ehrhardt
on
Flickr

21. Oh.
You
mean
your
team
of
4
people
can’t
scale
their
efforts
to
converse
one
on
one
with
millions.
Image
source:
julien
`
on
Flickr

22. The
value
of
Social
Media
lies
not
in
our
use
of
it
as
a
tradi,onal
channel
where
a
small
number
of
people
can
reach
a
massive
group
of
people
and
drive
changes
in
their
DUH
behavior.
Rather,
it
lies
in
humanizing
our
brand,
exposing
the
people
behind
the
company,
and
crea,ng
amazing
experiences
across
all
touchpoints.
Those
companies
that
hire
a
small
team
and
make
them
solely
responsible
for
all
digital
channels
will
most
surely
fail.

24. Image
source:
The
Dachis
Group

25. And
yet
most
companies
are
doing
the
exact
opposite
of
what
is
needed.
Facebook
access
is
blocked.
Web
ac,vity
is
monitored.
Image
source:
sarah
sosiak
on
Flickr

26. But
can
you
really
block
the
Internet?

27. 65 million active users
currently accessing
Facebook through their
mobile devices.
People that use Facebook
on their mobile devices are
almost 50% more active on
Facebook than non-mobile
users.
There are more than 180
mobile operators in 60
countries working to
deploy and promote
Facebook mobile

28. 17%
of
Twi9er
users
have
“ Tweeted”
from
the
toilet
57%
of
smart
phone
users
have
accessed
Internet
from
the
washroom

30. MYTH #4!
Viral
is
a
linear
event

31. in
fact,
if
someone
tells
you
to
“do
viral.”
RUN.

32. it’s
be9er
to
talk
about
Talkability

33. Zappos
VS.
Endless

34. Zappos
VS.
Endless

35. Zappos
is
built
on
conversa,on.
Employees
to
fans,
CEO
to
Employees,
CEO
to
fans.
Everyone
isn’t
just
sharing,
but
excited
to
do.

36. What
makes
a
brand
social?

37. CULTURE.
h9p://bit.ly/neilixpres

38. CONVERSATION.
h9p://bit.ly/nikehead2head

39. MEANINGFUL.
h9p://bit.ly/nikeplusad
h9p://bit.ly/noahkalina
h9p://bit.ly/nbawah

40. this
isn’t
just
a
race
for
the
most
video
views,
but
crea,ng
long-­‐term
plaiorms
for
conversa,ons,
meaningful
interac,ons
and
a
culture
that
encourages
it
to
con,nue.

41. Senior
Strategist
Director
of
Strategy
Trist
Image
Twist
Image
h9p://twi9er.com/paulmcenany
h9p://twi9er.com/passitalong
h9p://www.heehawmarke,ng.com
h9p://www.craphammer.ca