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PEOPLE ARE THE MEDIA:
ENGAGEMENT, INFLUENCE, ACTIVATION
ERIC WEAVER, TRIBAL DDB CANADA
YOU’RE ON LINKEDIN.

YOU’RE TWEETING. SET UP A
FAN PAGE. POSTED SOME
VIDEOS TO YOUTUBE.

IF YOU’RE LIKE MANY OTHERS,
YOU’R...
AM I DOING THIS RIGHT?

SHOULD I BE EXPECTING MORE
FANS?

MORE DIALOGUE?

WILL MORE PEOPLE EVENTUALLY
“SEE” US?



       ...
WE ARE IN THE MIDST OF A

PROFOUND
CULTURAL
SHIFT
                           4
NUMBER OF PEOPLE JOINING LINKEDIN DAILY


67,000+

                                          5
500,
PEOPLE ON
FACEBOOK
  SOURCE: FACEBOOK




                     000,
                     000    6
830,000+
PEOPLE JOIN FACEBOOK EVERY SINGLE DAY


2006 POPULATION OF EDMONTON


730,372
                                   ...
NUMBER OF
MINUTES THE
AVERAGE USER




              55
SPENDS EACH DAY
ON FACEBOOK




                  8
1,500,000+
ORGANIZATIONS HAVE A FACEBOOK FAN PAGE




20,000,000+
PEOPLE JOIN A FAN PAGE EVERY DAY



                    ...
50%
      PEOPLE WHO
      ARE MORE
      LIKELY TO
      BUY IF
      ENGAGED VIA
      SOCIAL SITES
      CHADWICK MARTI...
LIKELIHOOD OF
JOINING A SITE VIA
FACEBOOK
CONNECT VS
NORMAL SIGNUP
FACEBOOK, APRIL 2010



                       4x
     ...
66%
PERCENTAGE OF BRAND
TOUCHPOINTS ARE NOW
GENERATED BY
CUSTOMERS
MCKINSEY QUARTERLY, JULY 2009




                     ...
Captive audiences have
                               given way to active ones.
                              Customers de...
CLICKTHROUGH RATE FOR AVERAGE BANNER AD


0.19%
                                         FORRESTER, 2008




CLICKTHROUGH ...
LET’S TAKE A FRESH LOOK AT
THIS BUSINESS OF MARKETING




                             15
CONVEYING VALUE
THROUGH OUTBOUND
MARKETING HAS WORKED
FOR 150 YEARS

MARKETING IS A $1
TRILLION PRACTICE
GLOBALLY

EVERY N...
WINSTON TASTES GOOD LIKE
 A ______________________




                            17
When I was a kid, we had three TV
stations, one newspaper. Got home
 at 5:30pm. No work-related calls at
 home. Maybe four...
MAXWELL HOUSE:
GOOD TO _________




                    19
MONOLITHIC
MESSAGES
WORKED WHEN
WE HAD:
LIMITED PRODUCT
CHOICE               (?)
LIMITED MEDIA
CHANNELS

LONGER BRAND
INTE...
But now we can get pretty much whatever we want, whenever. That
  expectation has been set. And you’ve seen how people can...
THE CONSUMER IS NOW FIRMLY IN CONTROL




                                                                 LISH
          ...
Trust drives preference, and ultimately,
                      transactions. So do your marketing



91%
                 ...
CHANGING PRIORITIES: “How important are these
   factors to corporate reputation?”

                        US 2006       ...
TRUST IS TODAY’S KEY TO REVENUE, AND SOCIAL
CHANNELS ENABLE US TO ENGAGE IN WAYS THAT
BUILD TRUST—AND LEVERAGE THE PRE-EXI...
MANY REMAIN SKEPTICAL
A lot of Boomers still are confused about the value of social channels.
It’s because of our generati...
BOOMERS
All about propriety. We were trained in formalities, taught to never
offend. Oversharing is “weak.” Guarded = safe...
Computer-based
                          graphic design, 1986

  Email marketing, 1996                          Web market...
SO HOW DO I TAKE MY
ORGANIZATION’S SOCIAL MEDIA
TO THE NEXT LEVEL?




                              29
1.   STUDY
                                2.   LISTEN
DDB° SIX
                                3.   PUBLISH
STEPS TO
    ...
KNOW YOUR ORGANIZATIONAL
          GOALS




1
          KNOW YOUR BRAND VOICE AND
          MANNER

          LEAD THE CO...
MASHABLE.COM

          CASESTUDIESONLINE.COM




1
          SOCIALMEDIAGOVERNANCE.COM

          WOMMA.ORG

STUDY &   FO...
After Oprah started on
                    Twitter, self-appointed
                   “gurus” quadrupled. Be
             ...
NOW THAT WE UNDERSTAND THE




2
         RISKS AND REWARDS, WHAT
         SHOULD WE LISTEN FOR?

         RAPID RESPONSE ...
PERCENTAGE OF COMPANIES THAT
HAVE IMPLEMENTED SOCIAL
MONITORING PLATFORMS


54%
PERCENTAGE THAT HAVE NO IDEA


46%        ...
LOOKBOOK.NU




              Brand enthusiasts may be
                pushing your product
               without your kn...
GOOGLE ALERTS

                        SAMEPOINT

                        SOCIALMENTION

                        BLOGPULSE...
SAS SMA

                         CYMFONY

                         VISIBLE TECHNOLOGIES

                         RADIAN6...
SCOUTLABS   39
SCOUTLABS   40
41
YOU CAN’T JOIN A
CONVERSATION ABOUT
YOUR OFFERING WITHOUT
AN ENTRY POINT.


                        42
NOW THAT WE CAN HEAR OUR
          MARKET, WHAT SHOULD WE




3
          PUBLISH?

          TIME-RESPECTFUL CONTENT,
   ...
4
         NOW THAT WE’RE PUBLISHING,
         HOW DO WE INTERACT?

         CREATE ENGAGEMENT
         GUARDRAILS & GOVER...
ONLINE REPUTATION RESPONSE PROCESS:
 EXTERNAL SITE / SOCIAL VENUE

LOCATION
                              EXTERNAL        ...
ONLINE REPUTATION RESPONSE PROCESS:
 ORGANIZATIONAL SITE

LOCATION
                              EXTERNAL              ON-...
AND THEN THERE’S WIKIPEDIA




                             47
Realities: anyone can edit. All edits are
tracked. There are THOUSANDS of people
    who spend HOURS UPON HOURS
  tweaking...
TOOLS LIKE WIKIWATCHER TRACK
CLANDESTINE WIKI EDITING AND LINK
 CHANGES BACK TO ORGANIZATIONS
   — TRANSPARENCY IS CRUCIAL...
NOW THAT WE’RE
            INTERACTING, HOW




5
            CAN WE CREATE
            INFLUENCE?

            HOW CAN WE...
NUMBER OF ITEMS SHARED BY
FACEBOOK USERS EVERY MONTH
                                                      FACEBOOK, APRIL...
FIFTH HIGHEST SALES DAY EVER FOR
          VIRGIN AMERICA THROUGH
“PROMOTED TWEETS” (APRIL 20, 2010)
                     ...
DDB Canada did an opportunistic campaign called ¡Hola Palooza! in
 which we worked to get Mexican tourists to consider Can...
6
             HOW CAN OUR
             INFLUENCE INSPIRE
             ACTION?

             WHAT BRAND OR
ACTIVATION   PR...
“I COULD HAVE JUST NAMED THIS THING THE VX150
OR ZI8. BUT I THOUGHT THAT THE PEOPLE WHO BUY
THE PRODUCT SHOULD COME UP WIT...
DDB Canada created an integrated campaign for Knorr’s Sidekicks
meal accompaniment products. The traditional media was mea...
In addition, we were asked to bring
   Salty to life in social media, to
extend the campaign long after the
 spots had bee...
58
59
ChatRoulette users were likely surprised to randomly connect with a
                    salt and pepper shaker.


        ...
Salty’s been featured in numerous
  blogs and in traditional press.




                                    61
People have uploaded videos of their
kids interacting with the salt shakers
   – some videos have received
         thousa...
Fan art started appearing out of the
   blue on sites like DeviantArt.




                                       63
Consumers even starting staging
photo shoots with recently purchased
       Salty and Pep shakers.

                      ...
Yes, even pasta art was submitted.

                                     65
6000 FACEBOOK FANS

           400,000+ VIDEO VIEWS

           1000 TWITTER FOLLOWERS
SALTYʼS
           18,000 SALTY & P...
ENGAGEMENT DEMOGRAPHIC 70%
             FEMALE, 30% MALE – 62% WERE
             AGED 25-34
SALTYʼS
SOCIAL       HUMOROUS ...
TRADITIONAL AND
SOCIAL REINFORCE
ONE ANOTHER




Traditional and social efforts work incredibly well together. Traditional...
BRANDED
SITE

                                                                                                            ...
DDB Canada created a campaign for Canadian Tourism called
  Locals Know: the idea being that locals know the best spots an...
OVER 4000 USER-GENERATED
           “COMMERCIALS” UPLOADED

           450,000 UNIQUE VISITORS TO
LOCALS     LOCALSKNOW.CA...
SUMMARY
POINTS



          72
AUDIENCES HAVE CHANGED
FASTER THAN WE’VE REACTED
OUR LENSES CLOUD OUR
PERCEPTION OF THIS CHANGE
TRUST DRIVES PREFERENCE,
T...
REEXAMINE MARKETING IN
TERMS OF DIALOGUE, TRUST,
ENGAGEMENT, INFLUENCE

CONSIDER A STEPPED
APPROACH

LET YOUR AUDIENCE CO-...
SOCIAL AND TRADITIONAL
TURBOCHARGE ONE ANOTHER
AND SHOULD BE PLANNED
TOGETHER

THINK MARKETING ENERGY,
MORE THAN MARKETING...
SLIDESHARE.NET/
     WEAVE
@WEAVE
@RADARDDB
DDB IS THE WORLD’S LARGEST
ADVERTISING AGENCY BY
REVENUE, WITH 200 OFFICES IN 90
COUNTRIES.

TRIBAL DDB IS THE AWARD-
WINN...
THANK YOU.
AND QUESTIONS.
FOR COUNSEL ON HOW TO
SOCIALIZE YOUR ENTERPRISE,
CONTACT HELENE LEGGATT AT
780-917-6600.



                             80
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OVER 4000 USER-GENERATED “COMMERCIALS” UPLOADED People are the Media (DDB Edmonton Edition)

23 442 vues

Publié le

OVER 4000 USER-GENERATED
“COMMERCIALS” UPLOADED

450,000 UNIQUE VISITORS TO
LOCALS LOCALSKNOW.CA

KNOW 2,200,000 PAGE VIEWS
CAMPAIGN
2.7 MILLION CANADIANS BOOKED A
RESULTS
TRIP WITHIN CANADA

FORBES MAGAZINE CALLED IT ONE
OF THE TOP TEN TRAVEL
CAMPAIGNS OF ALL TIME


71

Publié dans : Business
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