What's effects of Social Media over Evolution and Revolution?

1. Social Media and Marketing:
EVOLUTION
or
REVOLUTION ?
www.mehmettanlak.com

2. Media Landscape

3. Marketing has changed more…..
Source: Internet Advertising Bureau, 2004
Source: Darwin Day Conference, by Google

4. 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

5. 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

6. 3. Access Proliferation
• Video games • Radio • Satellite Radio
• Email • DVD • TiVo (Starhub PVR)
• XBox LIVE • Ring Tones • Video On-Demand
• Websites • TV • Newspapers
• IM • Blogs • Podcasting
• Search • Magazines • Cell Phone
Source: Darwin Day Conference, Google

7. Digitization of Media
New Media
Old Media
Reach
Mass Media Niche Media
Source: Darwin Day Conference, Google

8. “ A radical advertising and marketing
change has occurred in the
World of ”
Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf

9. Consumers are not listening anymore
Interruptive marketing has seen it’s day
Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf

10. The Audience
is creating
Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf

11. The Audience
is selecting
Time Shift technology
Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf

12. The Audience
is changing
Source: http://www.iirusa.com/upload/wysiwyg/M1805/IIR_M1805_Seaton.pdf

13. 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. ”

14. Media Scales

15. “ 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.

16. The Consumer

17. Cash
Co-Creators
Control
The birth of
Generation C
Connected
Creativity
Content
Conversation
Consumer 2.0 Creative Class
Community Channel
Communicate

18. Consumer Today

19. Consumer Touch Points
Blog Sites Music Sites
Reads his friend’s
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 Checks scores
about Nascar
games Google.com
Searches for
“what’s cool”

20. Social Media 1.0

21. Social Media’s Timeline
1971 1979 1984 1988 1991 1995 1998 -2004
Email Usenet Listservs IRC Personal Web Sites 1st Social Blogs
Discussion Groups Networking Site Podcast
Chat Clasmates.com Wikis
2005 and beyond>>
Web 2.0 apps and
User-generated content
take over
Source: http://www.prworks.ca/wp-content/socialmedia.ppt

22. Growth of social media

23. 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)

24. They share one or more characteristics
Connectedness

25. Getting from me to them

27. “ 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.
”

28. “
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

29. Digital experiences
Design Centred
Content Focus
INTERACTIVITY
Marketers>Experience>Conversation>Relationship>Affinity

30. Source: http://www.darmano.typepad.com

31. The “satisfaction effect”
Source: http://www.churchofthecustomer.com

32. The Evolution
BROADCAST
“We tell you”
Examples: The New York Times, CNN
Publisher/broadcaster
Big media $ Newspaper
buys for
display
$ Magazines
advertising $
TV
Passive readers/audience
Source: www.managementinnovationgroup.com/docs/MIG_Social_Media_Poster.pdf

33. The Evolution
INTERACTIVE
“Tell us what you think of what we tell you”
Examples: nytimes.com, cnn.com
Publisher/broadcaster
Big media buys for $ Newspaper Forums
display advertising
in heavily
trafficked site
$ Magazines Comments
$ Web Video Ratings
Smaller, targeted $
media buys for
contextual $
advertising in $
less trafficked
parts of the site $
Passive readers/audience
Source: www.managementinnovationgroup.com/docs/MIG_Social_Media_Poster.pdf

34. The Evolution
Social Media
“Tell each other”
Examples: Wikipedia, Slashdot, Ohmynews
$ Collaborative
Smaller, $ Publications
targeted $
media buys Co-creators
$ Revenue Share
for
Pay for less
$
contextual
advertising $ $
Passive readers/audience
Source: www.managementinnovationgroup.com/docs/MIG_Social_Media_Poster.pdf

35. “ Engagement is all about
making it relevant to the consumer.
”
James Speros, Chief marketing officer, Ernst & Young

36. “ 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

37. “
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 reader’s mind and
heart is created, through which we advertisers
can establish communication.
” Advertiser with Readers’ Digest

38. The new paradigm
Attention Engagement

39. Different levels of engagement
Belonging
Having sense of shared values
and common experience,
Identification Commitment
Most basic level of People who are passionate
engagement enough to devote lot of time
and/ or money
Source: The Henley Centre/ Redwood 2003

40. FAITH
TRUST
I Believe
ME

41. Summary
a) Media Landscape:
- Advertising Environment
- Marketing Environment
- Long Tail
b) The Consumer:
- Generation C
- Consumer Today
- Consumer Touch Points
c) Social Media: Area of Research
- Timeline
- Social Media Trend
- Social Media
- Word of Mouth
- Digital Experiences
d) Engagement
- Trust

42. Methodology
Social Media
Content Analysis Discourse Analysis Interviews Case Study

43. Why am I interested?
 Hype
 Understanding, turning it to a power tool
 Future of Advertising

44. 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?

45. Thank You
This is a standalone presentation!
This is social media!
www.mehmettanlak.com