This document discusses how social media and engaging conversations can help organizations be heard. It provides examples of Canadian companies that have found success on social media. It argues that traditional marketing approaches are less effective now due to increased choice, distrust of intrusive ads, and the rise of user-generated content. Over half of brand touchpoints are now from consumers. The document advocates building trust and engaging audiences through social channels rather than interruptive ads. It shows that social media leads are more likely to convert than other online leads. The conclusion is that organizations need to adopt a new approach focused on building awareness, engaging audiences, and increasing revenue through social media.

1. BE SEEN, BE FOUND, BE ENGAGING:
How socialized content and conversation can
help you be heard when it matters most
ERIC WEAVER
VP Digital Strategy • Ant’s Eye View
#MRUshift • Calgary • 23 Jun 2011

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DDB CANADA

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5. WHAT.
THE.
HELL.
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6. RIOTER? OR DEFENDER?
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WHO’S THE MARTYR? THE REFUGEE?

8. SO WHY ARE WE HERE TODAY?
We need to build awareness.
We need to convert the curious.
We need to increase revenue.

9. BUT WE’RE FACING MANY HURDLES
No one has the time.
Everyone is distracted.
Trust is harder to come by.
Expectations can often be ridiculous.
One blogger can outshout our entire
budget.

10. “MAYBE SOCIAL MEDIA WILL
BE THE MAGIC BULLET.”
FAN PAGE… ! (
TWITTER FEED… !
YOUTUBE CHANNEL… !
…NOW WHAT?
(#crickets)

11. “AM I DOING THIS RIGHT?”
“CAN WE GET MORE FANS?”
“MORE DIALOGUE?”
“HOW DO I GET MORE ATTENTION?!?”

12. LET’S TAKE A FRESH LOOK AT
THE PRACTICE OF MARKETING
& PUBLIC COMMUNICATION

13. MODERN
MARKETING
WAS BORN IN
THE MID 20TH
CENTURY

14. THE “OUTBOUND VOICE”
150 YEARS OF INERTIA
$1,000,000,000,000 MACHINE
EVERY NICHE HAS EVOLVED
INTO AN INDUSTRY
TELL YOUR STORY - EXPLAIN
AND COMMUNICATE YOUR
VALUE TO YOUR MARKET
HAS IT WORKED?

15. MCDONALD’S:
I’M ________ ______

17. MAXWELL HOUSE COFFEE:
GOOD TO THE ________ ________

18. MONOLITHIC MESSAGES
WORKED WHEN WE HAD:
•! Limited product choice
•! Limited media channels
•! Longer brand
interactions
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20. WHY TRADITIONAL APPROACHES ARE FALTERING
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21. CORPORATE REPUTATION IMPACTORS
US 2006( US 2010(
Quality products & services! 53%! Transparent & honest practices! 83%!
! !
Attentive to customer needs! 47%! Company I can trust! 83%!
! !
Strong financial performance! 42%! High-quality products/services! 79%!
! !
Fair pricing! 38%! Communicates frequently! 75%!
! !
A well-known brand! 37%! Treats employees well! 72%!
! !
Good employee relations! 35%! Good corporate citizen! 64%!
! !
Socially responsible! 33%! Prices fairly! 58%!
! !
Visible CEO! 23%! Innovator! 48%!
! !
Dialogue with stakeholders! 23%! Top leadership! 47%!
! !
Employee/CEO blogs! 12%! Financial returns! 45%!
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EDELMAN TRUST BAROMETER, 2010

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MARKETING STILL FOCUSING ON
INTRUSION & INTERRUPTION

23. SOCIAL CHANNELS ENABLE US TO ENGAGE IN WAYS
THAT BUILD TRUST — AND TO BE AT THE END OF A
SEARCH, RATHER THAN AN INTRUSION ON THE WAY TO A
DESTINATION.
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24. WHEN WE HAVE
CHOICE, INTRUSIONS
OR FORCED LACK OF
CHOICES CREATES
ANNOYANCE, EVEN
ANGER

25. WHEN WE’RE
ANNOYED, WE SENSE
CORPORATE SELF-
INTEREST AND START
DISTRUSTING
MARKETING EFFORTS

26. AND WHEN WE
DISTRUST, WE DON’T
BUY.
(HINT:
DECREASED REVENUE)

27. 55
NUMBER OF
MINUTES THE
AVERAGE USER
SPENDS EACH
DAY ON
FACEBOOK
SOURCE: FACEBOOK
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28. 50%
PEOPLE WHO
ARE MORE
LIKELY TO
BUY IF
ENGAGED VIA
SOCIAL SITES
CHADWICK MARTIN
BAILEY, FEB 2010
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29. 66%
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PERCENTAGE
OF BRAND
TOUCHPOINTS
ARE NOW
GENERATED BY
CONSUMERS
SOURCE: MCKINSEY QUARTERLY, JULY 2009

30. CLICKTHROUGH RATE FOR AVERAGE BANNER AD
0.19%
FORRESTER, 2008
AFFINITY
OUTPERFORMS
INTRUSION BY 38X
CLICKTHROUGH FOR AVG FACEBOOK WALL POST
6.49%
VITRUE, AUGUST 2009

31. 1 in 2 leads to B2B
websites are coming
from…
Leads from LinkedIn Groups most likely to
convert.
Visitors from LinkedIn Groups most likely to
attend webinars.
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32. DESPITE FIVE YEARS OF PROMISE,
MANY ARE STILL SKEPTICAL ABOUT
SOCIAL BUSINESS
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33. THE DISCONNECT FOR BOOMERS
Be proper. Formal looks better. Never block any opportunity.
Oversharing is “weak” & “prideful.” Guarded is safe. Your suit &
tie means you are successful and trustworthy.
THE REALITY FOR MILLENNIALS
Grew up with Google, so sharing means being found. Formalities
.
are boring. Would rather do business with the likeminded. A suit
& tie means you are out of touch or untrustworthy.
2010-11
WHEN MILLENIALS WILL SURPASS BOOMERS IN THE WORKFORCE
ha")"'(IV#$e&F$"fgha")"<geR)#MRVTMM(

34. SO HOW CAN I REACH
MORE PEOPLE?
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35. BOOMERS’ PERSPECTIVE:
“BE SEEN, BE HEARD”
MILLENNIALS’ PERSPECTIVE:
“BE SEEN, BE FOUND”

36. 1. CREATE CONTENT THAT IS FOUND AND BUILDS TRUST
Proof points External voices, expert
interviews (video, text)
Testimonials Yelp reviews, visitor rankings,
featured quotes
Inside looks Webcams, factory tours, blog
posts
Employee perspectives Employee video vignettes,
personal biographies
Mgmt relations pieces CEO podcast, product mgr
blog, day-in-the-life

37. 2. MAKE THAT CONTENT EASY TO FIND
Tag it to Transcribe
not annoy rich media
Leverage Enable &
existing encourage
communities conversation

38. 3. MAKE THAT CONTENT EASILY SHARED
•! Enable sharing technologies like
AddThis, Facebook Connect,
Google Connect
•! Users are 4x more likely to join
a community if done through
Facebook Connect
•! Encourage sharing via
“human engineering”

39. 4. ENABLE ENGAGEMENT
Invest in
Enable
moderation &
comments
coaching
Engage Make fanning,
fearlessly, with faving, liking
guardrails very easy

40. GOOGLE <3s ENGAGEMENT
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44. SHORT-FORM CONTENT
SHARING (NOT JUST
BROADCASTING) ON
TWITTER
DECIDE ON LONG-FORM CONTENT
(INTELLECTUAL CAPITAL =
THE BEST “SEARCH FODDER”) VIA
CONTENT BLOGS
COMMUNITY BUILDING,
FORMS ENGAGEMENT AND
INFLUENCE (NOT “LIKES”)
VIA FACEBOOK
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R@@(+70>?(8055>,3?=(+,:(@0=+@?=O(I+86700-F(

45. PODCASTS THROUGH
BLOGTALKRADIO.COM
WHITE PAPERS AND THOUGHT
USE LEADERSHIP ON SCRIBD,
KNOL.GOOGLE.COM, AND
SEARCH- SLIDESHARE.NET
FRIENDLY CREATE VIDEO SLIDESHOWS
VENUES TO ON ANIMOTO.COM
BE FOUND ANSWER IMPORTANT
BUSINESS QUESTIONS ON
LINKEDIN Q&A
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?*3,-3,4(+,:(=0>1(6,?61E13.6F(

46. BLOGTALKRADIO
Build trust and
show your stuff
with a phone-in
podcast. Use the
player to embed
the show into
your website or
blog.

47. GOOGLE KNOL
Google’s Knol is a repository for knowledge.
What golden truths and painful learnings
have you acquired in your career? Build trust
and have your knowledge be found.

48. Scribd is a social community around
whitepapers and documents. Share
long-form thinking there.
SCRIBD

49. The #1 search location for
presentations. Combine an
SLIDESHARE
audio track to create a great
case for your business.

50. ANIMOTO
Take still imagery and add a music track on Animoto,
and voila, you get a video that 8 years ago would have
cost you $80,000. Someone once compared Animoto to
a box in which you put in chrome & glass, shake, and
out comes a Ferrari. Include graphic slides that have
text, or edit a voiceover into your music track, and the
site will create a downloadable HD video.

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E61.0,F((
LINKEDIN Q&A

52. NOW LET’S GO BEYOND BEING
FOUND – TO BEING ENGAGING

53. THINK BEYOND PUBLISHING
Marketers often stop at the Publishing
step, and frequently leave out Study
and even Listen. How much more
could we accomplish if aimed beyond?!
STUDY LISTEN PUBLISH ENGAGE INFLUENCE ACTIVATE
STEP 1:! STEP 2:! STEP 3:! STEP 4: We don"t STEP 5: Even STEP 6: Our
Study the Listen for NOW you can just want eyeballs better if we can ultimate goal
competition, what your publish the and reach. Content inspire faving, is activation:
the tools & market wants right content, should be sharing, liking, advocacy,
the trends.! to hear. ! cost- engaging, fanning, loyalty,
effectively.! interactive.! forwarding.! preference.!
Activation is a greater CREATIVE CHALLENGE
It’s also a greater REVENUE OPPORTUNITY
$0,86E?(7=(CCDH.(&07(M6B6@@(`v@@6B6,b(

54. Engagement

55. Problem: how to get more
CANADIAN Americans to consider a
Canadian vacation during a
TOURISM: recession?
GETTING How to amplify authentic
AMERICANS TO Canadian travel experiences?
ENGAGE How to make that content
engaging?

56. CHOICE IMPACTED BY ENGAGEMENT

57. $15K ON DIRECT MAIL
= 200 NEW CUSTOMERS
$7,500 ON OUTDOOR
= 300 NEW CUSTOMERS
$0 ON TWITTER
= 1800 NEW CUSTOMERS
BUSINESS GROWTH:
$4MM -> $50MM IN 3 YRS
57

58. Influence

59. FIFTH HIGHEST SALES DAY EVER FOR
VIRGIN AMERICA THROUGH
“PROMOTED TWEETS” [l(

60. INFLUENCE
•! In 2009, changes in Canadian border policies
regarding Mexican visitors created a stir amongst
Mexican bloggers, and generated negative online
mentions and sentiment toward Canada.
•! The Radar DDB Team showed up at Vancouver
airport to provide Mexican visitors with a very
enthusiastic and warm Canadian welcome.
•! The entire stunt was shot and uploaded to YouTube,
where it created a positive effect on related
conversation.

61. Activation

62. TO ACHIEVE ACTIVATION, NO MATTER WHAT THE MEDIA,!
THERE HAS TO BE
A IDEA THAT
MOVES YOU.

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DECISION-MAKING IS 95%
EMOTIONAL, 5% RATIONAL.
flickr.com/photos/"
myklroventine"

64. WHERE WILL YOU FIND MORE EMOTION?
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65. DDB Canada was hired by Knorr, a packaged food offering,
to promote a new low-sodium product called Sidekicks. The
challenge: how to move consumers to choose a rational-
benefit product – when it"s a side dish?!
CREATE AN IDEA
TO EMOTIONALLY
MOVE PEOPLE …
OVER RICE?

66. ENTER
SALTY: A
CREATIVE
HOOK WITH
STRONG
EMOTIONAL
& SOCIAL
APPEAL

67. DDB STARTED THE CONVERSATION WITH TRADITIONAL BROADCAST

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78. FIRST THIRTY DAYS:
6000 FACEBOOK FANS
375,000 VIDEO IMPRESSIONS IN
SO DID IT FIRST 30 DAYS; TOTAL MEDIA
COST: $0
WORK?
20,000 SALTY & PEP SHAKERS
SOLD OUT IN FIRST 25 DAYS
DDB’S HIGHEST WEBSITE TRAFFIC EVER
RESULTS
UNIT SALES ROSE BY 24% OVER
FOR KNORR PREVIOUS YEAR
SIDEKICKS SURPASSED UNCLE
BEN’S AS #1 BRAND IN THE
CATEGORY

79. WHAT RESULTS WOULD KNORR
HAVE SEEN IF THEY’D ONLY
PLANNED SOME SOCIAL MEDIA
TACTICS?
OR JUST A COMMERCIAL?

80. AND WHAT IF
THERE WAS NO
EMOTIONAL
HOOK?

81. YOU DON’T NEED A SOCIAL
MEDIA STRATEGY.
YOU NEED
AN ENGAGEMENT STRATEGY.
AN INFLUENCE STRATEGY.
OR AN ACTIVATION STRATEGY.
WHATEVER THE MEDIA.

82. AN EMOTIONALLY APPEALING
IDEA
+
A MEDIA-AGNOSTIC APPROACH
=
ENGAGEMENT, INFLUENCE AND
ACTIVATION ACROSS ALL MEDIA

83. A FEW FINAL THOUGHTS
•! Don’t try to do everything — do a few things, very
well, based on an engagement strategy.
•! Quality of content and conversation will drive quantity
of fans. Focus on quality. It’s not a damned basketball
game – that’s “reach” thinking.
•! Boomers (often management) need to understand
that affinity and authenticity have surpassed
propriety. And that’s not necessarily a bad thing.
•! Do not be the interruption on the way to many
customer’s destinations. Be the destination, for those
who value your offering.

84. THANK YOU,
MOUNT ROYAL!
ERIC WEAVER
Twitter: @weave
Ant’s Eye View creates engagement,
influence and activation strategies
for some of the largest companies in
North America. Read more about
how we do it at antseyeview.com.