“Empowering Consumers with Experiences That Drive Profits” Jeff Molander at Loyola University 2008
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Just when marketers thought it was safe to employ mainstream digital strategies an increasing number of hyper-connected customers are changing the game with social media – bypassing strategies like search and email marketing altogether! They’re choosing non-traditional paths to discover products and services. This presentation gives a hype-free look at what’s driving today’s ’social’ shift and understanding how to adapt existing marketing and business models to drive results. Here, I discuss why customers are hungry for experiences– not just products/services and how successful marketers are converting into publishers. I show you how to build a business case for or against social marketing investments.
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“Empowering Consumers with Experiences That Drive Profits” Jeff Molander at Loyola University 2008
- 5. The Opportunities 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.”
- 6. Content + Community “Crowdsourcing”
- 8. “ It was never about the computers. It was never about the applications. It was never about the sales channels. The Internet was always about the people, which is why email, IM, multi-player gaming and similar developments have always been the ‘killer apps’ of the social Web.” Brian Clark GMD Studios
- 12. Look Familiar?
- 13. Look Familiar?
- 16. Fundamentals
- 20. Elements of the Social Web R.S.S.
- 22. Experiential!
- 24. The New Reality Dr. David Weinberger Author, Speaker, Academic Marketers: “There is no market for your message.”
- 28. Trust as Currency Source: Nielsen 2007 26,486 internet users in 47 different countries
- 29. Trust
- 30. TIME
- 33. Prime Time is ANYtime
- 35. Sling is THE Thing
- 36. New York – Philadelphia Train
- 38. How to Publish & Drive Sales (getting invited to the party)
- 39. “ 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.
- 41. Where?
- 44. The Party!
- 46. Who’s at the Party?
- 47. Evangelists “ Bringing the good news" Influencing…
- 50. (using the Social Web)
- 51. Party Planning Making Champagne
- 52. 3 Types of Story Telling 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 Story 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. The Winner Is…
- 63. Runner Up…
- 65. Where to Apply Product Pages (descriptions) Product Pages (catalogs)
- 66. Where to Listen “ Fan Mail” Product Reviews Contests Product Designs Suggestions Community Sites Enthusiast Commercials or Mock Commercials
- 68. Do Product Reviews Have Impact? Source: The eTail Group 2008
- 69. Web-Video-Print Story Telling Integration
- 70. The Risks
- 72. WHO You Invite Matters
- 73. “ 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
- 77. Secret Sauce of “Crowdsourcing?”
- 80. Crowdsourcing!
- 83. Case Studies Best Practices
- 84. Best Practice: Marketers as Publishers
- 85. It’s SOCIAL!
- 87. The Opportunity $250,000 $100,000 Revenues 6 10 Cost per order 2,500 1,000 Customers 2.50% 10% Conversion rate 15,000 10,000 Total cost 0.15 1 Cost per e-mail 100,000 10,000 List size Un-Qualified Qualified
- 89. Editorial Bribes Keep ‘em Involved (and Campaigns Sell )
Editor's Notes
- Who I am – personal story: Former digital insider who’s tired of the BS and the LIMITATIONS it creates. Illustrate: The CMO Problem. Reason why: Tactics placed before strategy, lack of willingness to get out of the “branding” mentality and into the SCIENCE of it all (direct response). Lack of honest interest in the science. Lack of excitement or curiosity within the walls of marketing. Where are the business analysts?