DIGITAL MARKETING : 101 Presented By: Joanna Pena-Bickley VP, Interactive Group Creative Director An introduction to the Digital Marketing for traditional marketers and agencies +

THE COUNTER-CULTURE IS THE MAINSTREAM NEWS MEDIA BBC Newlsline Ticker 19,550 /million CNN 18,600 New York Times 8,740 Drudge Report 4,210 Washington Post 3,755 Reuters Online 3,680 Guardian Unlimited 2,985 Al Jazeera 2,925 Wall Street Journal 1,995 Le Monde 990 The Huffington Post 959 The Economist 740 Daily Kos (State of theNation) 722 Crooks&Liars (John Amato) 525 Xu Jing Lei 56,750/million 1,000-4,000 comments per article Blogs vs. Mainstream News Media : Early days, yet traffic is growing Every Citizen is a Reporter In which (semi-)amateurs start to “play for real” Alain Thys - FutureLab

MAINSTREAM CULTURE SHIFTS MEDIA Nielsen Rating – Nov 6- Nov 12 YouTube TOP 3 (20 nov 2006) In which (semi-)amateurs start to “play for real” Alain Thys - FutureLab 20.8 CBS CSI: Crime Scene Investigation 3. 22.0 ABC Dancing With the Stars 2. 22.3 million ABC Desperate Housewives 1. 12.7 Quick Change Artists 17.3 Pokemon Theme Music 35.7 MM Evolution of Dance

THE SHIFT - THE MEDIUM CATCH UP ONLINE MEDIA PLAY CATCH UP WITH TRADITIONAL OUTLETS July 2006 (cc) Lynette Webb, 2006 Alain Thys - FutureLab

THE BIGGEST DIGITAL MEDIA PLAYER - THE LONG TAIL THE BIGGEST PLAYER IS The long, long, long, long, long tail 1-200,000 1,000-200,000 Alain Thys - FutureLab

STOP THE MONOLOG - START THE DIALOG Art by: Andrew Davies

WHAT CREATES CONSUMER CONVERSATIONS? of consumers don’t believe that companies tell the truth in advertisements 76% Yankelowich Alain Thys - FutureLab

CONVERSATIONS START WITH PEOPLE THERE IS STILL ONE TRUSTED MEDIUM LEFT IN THE WORLD Alain Thys - FutureLab MY FRIENDS – THEIR FRIENDS – AND ALL THOSE WE COLLECTIVELY RESPECT

PEOPLE TRUST PEOPLE - NOT MARKETERS A person like yourself or a peer Edelman Trust Barometer 2006 When forming an opinion of a company, how credible would the information be from … Alain Thys - FutureLab 15 Blogger 16 PR person 17 Entertainer 19 Union 29 CEO 33 Regular employee 36 Lawyer 53 Accountant 58 NGO Rep 58 Financial Analyst 61 Person like yourself/peer 62 Doctor or similar 62 Academic %

PEOPLE TRUST PEOPLE People Trust Humans 3 Radio 4 TV 4 Magazines 14 Other 14 Retailer information 16 Product/Company Information 21 Internet 25 Newspaper Coupons 33 Word-of-mouth from family & friends 36 In-store demonstration 49 In-store Sales Associate % Source Source: CMO Council’s Retail Fluency Report, 2005 Most influential information sources in purchasing electronic goods? (TOP 3) Alain Thys - FutureLab

PEOPLE TRUST PEOPLE - THE IGNORED REALITY This is not a “new hype” just an ignored reality 61% trust other people like themselves (as media) - Edelman Trust Barometer, 2006 2006 Diffusion studies found that WOM is 10x more effective than media advertising 2001 Word-of-Mouth (WOM) is 7x more effective than newspaper advertising, 5x stronger than a personal sales pitch and 2x as effective as radio advertising 1955 36% of surveyed consumers reported learning of an innovation through word-of-mouth, while 48% reported being influenced by WOM when making a purchase decision 1967 Alain Thys - FutureLab

THE CHANGING LANDSCAPE

DIGITAL MARKETING : 101 Presented By: Joanna Pena-Bickley VP, Interactive Group Creative Director An introduction to the Digital Marketing for traditional marketers and agencies + CONTINUE THE CONVERSATION AT HTTP://JOANNAPENABICKLEY.TYPEPAD.COM