AUDIENCE: Advertising agencies OVERVIEW: How is Social Media changing the advertising industry? How is consumer dialogue impacting outbound marketing? This presentation, co-written by Laura Porto Stockwell of Publicis in the West, and Eric Weaver of Brand Dialogue, covers these massive shifts in commerce, culture, media and advertising.

1. Creating digital dialogs, a social media overview
October 16, 2007

2. http://www.youtube.com/watch?v=NLlGopyXT_g

3. two truths

4. 1: The way we communicate
with each other is changing

5. http://www.youtube.com/watch?v=4nIUcRJX9-o

6. Ear Eye

8. The U.S. Audience
• 90 million have participated in online groups
• 57 million have read a blog
• 50 million have created content online
• 44 percent have contributed thoughts and files to the online world
• 36 million have downloaded music or video
• 33 million have reviewed or rated something
• 12 million have created a blog
• 6 million use RSS
Source: Pew Internet & American Life

9. Tweens
• 88 percent have been online in the
past month
• 75 percent regularly use a computer
• 38 percent own an MP3 player and 34
percent bought and downloaded a song
in the past month
• 31 percent send or receive email on a
daily basis
• 29 percent own a cell phone
Source:IG Trendcentral

10. Millenials
• Will outnumber baby boomers and Gen-X'ers
by 2010
• 80 percent use social networking sites
• 76 percent instant message
• 71 percent regularly participate in blogs
• 55 percent visit MySpace daily
• 44 percent use web to compare prices
• 16 percent use podcasts and RSS
•18-to-21-year-olds, Forrester Research
Source: Pew Internet & American Life

11. “Reliance and trust in nontraditional sources— meaning everyday people,
their friends, their networks, the network they've created around them—has
a much greater influence on their behaviors than traditional advertising.'’
-Jack McKenzie, Millennials Strategy Group

12. “A safe assumption is that when today’s children and teenagers reach
adulthood, they’re not going to be tolerant of media that’s one-way,
that’s not interactive.”
-Steve Outing, Senior Editor Poynter Institute for Media Studies

13. 48 percent of younger users say they learn about new entertainment through
community, review and video sharing sites and blogs—only 25 percent say they
learn about new entertainment through television.
-Media Screen

14. Active Gen X and Trailing Boomers
• 60 percent instant message
• 54 percent regularly participate in blogs
• 37 percent use web to compare prices
• 19 percent use social networking sites
• 12 percent use RSS
• 9 percent use podcasts
Source: Universal McCann

15. 2: The way we communicate
with our customers is not changing.

16. “The Computer as a Communication Device,” Licklider & Taylor, 1968

17. So how do I start the conversation?

18. Social media=anything with a feedback loop

19. About: Topic
About: Me
Who: NYTimes.com,
Who: MySpace, Facebook
Craig’s List
About: Brand About: Product
Who: Reebok Run Easy, Who: Amazon, Netflix,
Pontiac Underground Match, Yub

20. 7 principles for
social media design

21. Empower personalities
Tap motivation
Enable feedback
Master moderation
Don’t talk to yourself
Geek out
Have integrity

22. thoughts on
the future

23. life streaming

24. bio media

25. immersive environments
Microsoft Home of the Future, Greg Gilbert, The Seattle Times, 2006

26. a few examples

27. MYSPACE.COM - EXAMPLE OF CO-PROMOTION WITH
EXPEDIA.COM - EXAMPLE OF UNPAID BLOGGERS
URL:
HTTP://WWW.MYSPACE.COM/EXPEDIA

28. YOUTUBE.COM - EXAMPLES OF CORPORATE DEMO AND
PARODY
CASE-SENSITIVE URL FOR OFFICIAL MICROSOFT DEMO:
HTTP://WWW.YOUTUBE.COM/WATCH?V=FlZxuqjJDgk
MICROSOFT SURFACE PARODY:
HTTP://WWW.YOUTUBE.COM/WATCH?v=CZrr7AZ9nCY

29. DEL.ICIO.US
“SOCIAL BOOKMARKING” LETS
YOU SHARE YOUR FAVORITE
LINKS AND SITES WITH
INTERESTED PARTIES
USEFUL TOOL TO KEEP
FAVORITES IN ONE CENTRAL
LOCATION

30. 43THINGS.COM
COMBINES SOCIAL
NETWORKING WITH
PERSONAL GOAL-
SETTING
MAKE YOUR GOALS
PUBLIC, GET
CHEERED ON BY
OTHERS WITH
SIMILAR GOALS,
SHARE SUCCESSES

31. MEEZ.COM
COMBINES A STANDARDIZED IDENTITY WITH A
3D AVATAR
AVATAR CAN BE USED ON MULTIPLE SOCIAL
NETWORKS - CHANGE IN ONE PLACE,
UPDATES PROFILES ON ALL SITES

32. TWITTER.COM
MUCH MORE THAN
“HERE’S WHAT I’M
DOING RIGHT
NOW”
SUBSCRIBE TO
THOUGHT
LEADERES TO GET
REAL-TIME
STREAM OF URLs,
RELEVANT POSTS,
AND
INSTANTANEOUS
NEWS UPDATES
E.G., MEMBERS
INCLUDE TECH
EVANGELISTS,
WHITE HOUSE
CAMERAMEN, PR
EXPERTS,
SOLDIERS IN IRAQ,
AUTHORS

33. TWITTERVISION
.COM
TUNE INTO A
TRULY GLOBAL
CONVERSATION
SEE UPDATES IN
REAL TIME FROM
PEOPLE ALL OVER
THE WORLD
BE CAREFUL, IT’LL
SUCK YOU IN!

34. FACEBOOK.COM
NEARLY 50% OF MEMBERS ARE NOW
OVER AGE 35
THOUSANDS OF PROFESSIONALS IN
MARKETING, ADVERTISING, PR, INCLUDING
JULIE ROEHM (EX-WALMART), DAVID
KENNY (CEO, DIGITAS), STUART ELLIOTT
(NY TIMES), AND OTHERS AT COCA-COLA,
AMEX, P&G, UNILEVER
BIG BRANDS (FORD, TARGET, WAL-MART)
EXPERIMENTING WITH GROUP
SPONSORSHIPS
MARKETING 2.0, CONSUMER GENERATED
MEDIA GROUPS ENABLING AMAZING
DIALOGUE
“MADISON AVENUE STAMPEDES ONTO
FACEBOOK” (AD AGE)
URL:
ADAGE.COM/ARTICLE?ARTICLE_ID=119822

35. BRIDGEBUILDERS.
NING.COM
NEW SOCIAL
NETWORK FOR
SEATTLE-AREA
MARKETING AND
ADVERTISING PROS
HOPING TO MAKE IT
A PLACE WHERE
WE’LL SHARE TIPS,
GIGS AND
INTERESTS
JOINT EFFORT BY
PUGET SOUND AMA
AND SEATTLE AD
CLUB

36. MORE THOUGHTS ON WHERE IT’S ALL GOING
Monologue is dying or dead
“In the 20th Century, we
did monologue marketing.
We did most – if not all –
of the talking. And we
expected the consumer to
listen. Now, we’ve moved
to a dialogue. Consumers
want to be heard. In fact,
they will not tolerate not
being heard.”
- John Hayes, CMO,
American Express
NOT HIS UNIVERSE ANYMORE:
DIRECT MARKETER LESTER WUNDERMAN

37. “We are moving from
technology push to
consumer pull… from
push marketing to co-
creation… from idea
manufacturing to
consumer experiences.”
- Keith Pardy, SVP
Strategic Marketing,
Nokia

38. “Agencies are evolving too slowly. They are holding onto the past and
trying to rationalize it.”
- Jerri DeVard, SVP Marketing, Citigroup
AMC’S “MAD MEN”
“Agencies need to get more integrated, collapse
structures and go digital.”
- Jim Stengel, GMO, P&G

39. MORE THOUGHTS ON WHERE IT’S ALL GOING
Why the big shift?
The 50-year-old traffic light is out at the intersection of
Culture, Media and Commerce
Newer audiences less about polish, more about honesty
Traditional limitations of choice (brand/product choices,
buying venues, product/pricing data) are gone
Balance of power shifting away from marketers
Control the brand? As if.
Customers purchasing based on testimony of other customers, less
because of us
And they’re reinterpreting and representing your brand

40. PODCASTERS - DISCUSSING YOUR BRAND?
Massive shifts
Their voices can be as
loud as our own
JUSTINE EZARIK AT&T DEBACLE VIRAL
CHEVY TAHOE/APPRENTICE CGM EXPRIMENT

41. Why so loud?
Because 1) the
Net is the first
place people
look, and 2)
search lurrrves
conversations!

42. Massive shifts
SOBERING: The more consumers can find open,
honest dialogue about a brand, the more your
finely-honed message can sound self-serving,
inauthentic, and untrustworthy.
Ouch.

43. What does this mean for clients?
As prospective customers become ever more distracted
and interrupted, intrusive methods are tuned out
Gains are incremental at best
Security – everyone’s – is often about proving sustainable
value to the org
Corporate risk aversion runs high
You tend with what you know works
So, new media: should we invest? Where? Who knows
where this is all going?

44. Everyone wins
AGENCIES can show innovation, forward
thinking, demo new reach vehicles
CLIENTS can more fully engage markets, have
customers become advocates, extend brand
without increasing marketing spend

45. SNIFFING AROUND
Client management teams will ask…
Should we “be” on MySpace?
Should we open a presence on Second Life?
Do we need a “Facebook strategy?”
What’s this “conversational marketing” stuff?

46. MOTIVATING THEM TO TRY
Five ways to empower your client
Be their Tony Robbins
Help marketers reposition themselves as
the primary BRIDGE BUILDER between company and
customer
the CUSTOMER INSIGHTS CHAMPION
Help them use new channels to truly understand
customer desires, not to merely validate their
existing strategy
Help them shift from monologue to dialogue
Help them create internal alignment

47. EMPOWER YOUR CLIENT
Shifting monologue to dialogue
Know the available channels (they change quarterly)
As Pull becomes more interesting, be where your
prospects look for you - SEO important
Dedicate resources to community management
Predetermine your action boundaries
Listen via automated tools
Engage with NEXT customers, not just current ones

48. ADDLED ADVOCACY DEPARTMENT
“Block my message? Oh no you don’t.”
AMA Seminar: “Learn how to get past the filters your
customers have deployed.”
Mega fast-food brand: Turning off TiVo fast-forward
functionality
Mega beer brand: Tracking down opt-outs through
affiliated credit bureaus
Are we building relationships yet?

49. SHAMELESS SELF-INTEREST DEPARTMENT
That’s some tasty Kool-Aid®
June 2007: “The
‘Aeropanel’ offers
a unique and
exciting
advertising
format in an
uncluttered,
relaxed and
comfortable
environment.”
Yeah…it was.
RYANAIR’S NEW AD VENUE

50. EMPOWER YOUR CLIENT
Create internal alignment
Arm marketers with knowledge of trends, case studies
Show examples of low $ investment, high buzz/WOM
value
Make sure they have brand and message benchmarks to
start with
What are you coming to the party with?
Market needs something to react to before dialogue can begin
Present a strategy to engage customer base without
pandering to them
No MySpace for MySpace’s sake

51. RULES OF ENGAGEMENT
Watch the boundaries
Set and stick to brand boundaries
When conversation is clearly crossing the line,
fearlessly engage detractors in honest dialogue
If talk is within the boundaries, leave it alone!
Control issues imply a lack of confidence.
Fear ain’t sexy.

52. RULES OF ENGAGEMENT
Cautions
DO have an authentic presence, but DON’T push messages
DON’T jump in with the same old approach (FB banner
buys, phony PR blogs, self-interest) – backlash is loud
DON’T underestimate this shift
Make sure you have a dialogue capability
DO use the new channels to increase your own value
DON’T think that everyone necessarily wants a
“conversation” with their brands

53. FUTURESHOCK
What’s in store?
IDENTITY AGGREGATION
Is that really YOU? Are you who you say you are?
REPUTATION AGGREGATION
Others’ public opinions of you and your actions,
saved forever and subscribable
ACTIVITY AGGREGATION
Your online behavior, posts, comments, all of it,
easily found, forever - and subscribable

54. ZOOMINFO.COM
AGGREGATING
INFO ABOUT YOU
WITHOUT YOUR
KNOWLEDGE AND
PRESENTING IT AS
“GOSPEL”
THERE’S A PORN
STAR WITH THE
SAME NAME
SHOWING UP IN
YOUR RESULTS?

55. NAYMZ.COM
GENERATING A
REPUTATION
SCORE ABOUT
YOU
A REP SCORE MAY
BE HOW WE
CHOOSE
BUSINESS
PARTNERS OR
EMPLOYEES IN
THE FUTURE

56. PROFILACTIC.COM
AGGREGATING
ALL OF YOUR
ONLINE ACTIVITY
IN ONE PLACE
SUBSCRIBABLE BY
ANYONE
VOLUNTARY NOW
- COULD BECOME
AUTOMATED

57. Parting thoughts
Exciting, scary, significant time to be in this
business!
Witnessing a massive social transformation and
empowerment
More venues and tools to communicate value than ever
There are no experts yet
Lots of opportunities for innovative thinking
Inertia’s a powerful thing.
Status quo = go nowhere.
Dip your clients’ toes In - the water’s fine.

58. LAURA PORTO STOCKWELL
VP, INTERACTIVE STRATEGIST
PUBLICIS IN THE WEST
http://digitaldialogs.com
ERIC WEAVER
PRESIDENT
BRAND DIALOGUE
http://branddialogue.com