Jeff Molander's presentation on Empowering Customers to Drive Multimedia/DRTV Profits. Presented at ERA Europe, Monte Carlo, June 2008

2. My Promise

6. Look Familiar?

7. Look Familiar?

8. Look Threatening?

9. Web Video: Who’s Cashing In?

12. $

13. Anyone!

14. Fundamentals

20. Elements of the Social Web R.S.S.

22. Experiential!

23. What’s Changing?

24. The New Reality Dr. David Weinberger Author, Speaker, Academic Marketers: “There is no market for your message.”

26. Social ‘Currency’

28. Trust as Currency Source: Nielsen 2007 26,486 internet users in 47 different countries

29. Trust

30. TIME

31. Prime Time is ANYtime

34. Sling is THE Thing

35. New York – Philadelphia Train

38. Birds of a Feather… Examples of Content/Community Sites

40. Exclusive Sponsorship

41. Who’s at the Party?

42. Evangelists “ Bringing the good news" Influencing…

45. (using the Social Web)

46. SECTION II: How to Empower Customers & Drive Sales (getting invited to the party)

47. “ You are interrupting their life. All advertising is unwanted. So if you’re going to crash the party bring some Champagne with you.” Bob Thacker OfficeMax Inc.

49. Where?

50. The Party!

51. Party Planning Making Champagne

52. 3 Types of Social Media Participants Bradley Horowitz Yahoo!

53. Tools of Production are Affordable Accessible

54. Rise of The ProSumer Anyone with a… Can be a… Publisher Photo Journalist Radio Host Author

55. Rise of Curators & Filters

56. The Business Goal of Social Web Companies Make EVERYONE a creator! 100% - creators 100% - synthesizers 100% - consumers Try to make it EASIER for everyone to participate in all roles.

57. YOUR Goal Make everyone an EVANGELIST On your turf

58. Party Planning Customer Reviews & Word of Mouth

59. The Recommendation Age Customer-Generated Reviews & Recommendations

60. Why? Authentic Trust is Implicit Authoritative *Reputation-based

62. Do Product Reviews Have Impact? Source: The eTail Group 2008

63. How Are They Expressing Their Preferences, Likes & Dislikes? Increasingly, VIDEO!

65. UGC Sources “ Fan Mail” Product Reviews Contests Product Designs! Community Sites Enthusiast Commercials

66. UGC Web-Video-Print Integration

68. The Risks

70. WHO You Invite Matters

71. “ It’s moving slowly now for us, but we’re seeing growth and see it as a huge opportunity for users to build hundreds of thousands of ‘commercials’ for [PETCO products].” John Lazarchic Petco

72. SECTION III: Designing Experiences

74. Let’s Get Radical Doc Searls Co-author, The Cluetrain Manifesto Fellow at Harvard’s Berkman Center for Internet & Society “ Advertising is about supply finding and ‘creating’ demand. [There is] nothing wrong with that. At its best, it’s good and necessary stuff. But think about what will happen when demand can find and create supply .”

75. Content + Community “Crowdsourcing”

76. $30,000,000 (2007)

77. Secret Sauce of “Crowdsourcing?”

80. Crowdsourcing!

81. Building a Roadmap

85. Case Studies Best Practices

86. Best Practice: Marketers as Publishers