SlideShare a Scribd company logo
1 of 99
Suddenly ,[object Object],[object Object],[object Object],Social
 
What Should Concern You ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Opportunities ,[object Object]
The Opportunities Doc Searls Co-author,  The Cluetrain Manifesto Fellow at Harvard’s Berkman Center for Internet & Society “ Advertising is about supply finding and ‘creating’ demand. [There is] nothing wrong with that. At its best, it’s good and necessary stuff. But think about what will happen when demand can find and create supply.”
Content + Community “Crowdsourcing”
$30,000,000 (2007)
“ It was never about the computers. It was never about the applications. It was never about the sales channels. The Internet was always about the people, which is why email, IM, multi-player gaming and similar developments have always been the ‘killer apps’ of the social Web.” Brian Clark GMD Studios
Content  Marketing ,[object Object],[object Object],Greg Verdino Crayon
 
 
Look Familiar?
Look Familiar?
Look Threatening?
 
Fundamentals
Elements of the Social Web ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Elements of the Social Web ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Elements of the Social Web
Elements of the Social Web R.S.S.
Elements of the Social Web ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Experiential!
What’s Changing? (really)
The New Reality Dr. David Weinberger Author, Speaker, Academic Marketers: “There is no market for your message.”
 
Social ‘Currency’
Social ‘Currency’ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Trust as Currency Source: Nielsen 2007 26,486 internet users in 47 different countries
Trust
TIME
Consumers’ Time Online Source: Online Publishers Association (Internet activity Index, January 2008) ,[object Object],[object Object],[object Object],[object Object],[object Object]
Content & Community Sites: Commercial Intent Source: Online Publishers Association (Internet activity Index, January 2008) ,[object Object],[object Object],[object Object],[object Object]
Prime Time is ANYtime
 
Sling is THE Thing
New York – Philadelphia Train
Address Change Publish! ,[object Object],[object Object],[object Object],[object Object]
How to Publish & Drive Sales (getting invited to the party)
“ You are interrupting their life. All advertising is unwanted.  So if you’re going to crash the party bring some Champagne with you.” Bob Thacker OfficeMax Inc.
Goals ,[object Object],[object Object],[object Object],[object Object]
Where?
 
Exclusive Sponsorship
The Party!
 
Who’s at the Party?
Evangelists “ Bringing the good news"  Influencing…
Story Telling “Passionistas” ,[object Object],[object Object],[object Object],Source: MediaVest, Yahoo and Conifer Research 2008 Allows them  to feel different or better about themselves
What are they Doing at the Party? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
(using the Social Web)
Party Planning Making Champagne
3 Types of Story Telling Participants Bradley Horowitz Yahoo!
Tools of Production are Affordable Accessible
Rise of The ProSumer Anyone with a… Can be a… Publisher Photo Journalist Radio Host Author
Rise of Story Curators & Filters
The Business Goal of Social Web Companies Make EVERYONE a creator! 100% - creators 100% - synthesizers 100% - consumers Try to make it EASIER for everyone to participate in all roles.
YOUR Goal Make everyone an EVANGELIST On  your  turf
Party Planning Customer  Reviews & Word of Mouth
The Recommendation Age Customer-Generated Reviews & Recommendations
Why? Authentic Trust is Implicit Authoritative *Reputation-based
 
The Winner Is…
Runner Up…
 
Where to Apply Product Pages (descriptions) Product Pages (catalogs)
Where to Listen “ Fan Mail” Product Reviews Contests Product Designs Suggestions Community Sites Enthusiast Commercials or Mock Commercials
Recommendations Source: Keller Fay Group 2008 ,[object Object],[object Object],[object Object]
Do Product Reviews Have Impact? Source: The eTail Group 2008
Web-Video-Print Story Telling Integration
The Risks
Threats to Brands ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
WHO You Invite Matters
“ It’s moving slowly now for us, but we’re seeing growth and see it as a huge opportunity for users to build hundreds of thousands of ‘commercials’ for [PETCO products].” John Lazarchic Petco
Designing Experiences
[object Object],[object Object],Edwind Wong Dir. Customer Insights Yahoo! "It is not (so much) about the consumer's trust in the brand, but rather… about building the brand out of the consumer's innate needs.”
$30,000,000 (2007)
Secret Sauce of “Crowdsourcing?”
Emotions! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Crowdsourcing!
Building a Roadmap
Jeff’s Golden Rules…  ,[object Object],[object Object],[object Object],[object Object]
Case Studies Best Practices
Best Practice: Marketers as Publishers
It’s SOCIAL!
 
The Opportunity $250,000 $100,000 Revenues 6 10 Cost per order 2,500 1,000 Customers 2.50% 10% Conversion rate 15,000 10,000 Total cost 0.15 1 Cost per e-mail 100,000 10,000 List size Un-Qualified Qualified
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Secret
Editorial Bribes  Keep ‘em Involved (and  Campaigns Sell )
 
 
 
 
 
 
Take Home ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Resources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Resources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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“Empowering Consumers with Experiences That Drive Profits” Jeff Molander at Loyola University 2008

Editor's Notes

  1. Who I am – personal story: Former digital insider who’s tired of the BS and the LIMITATIONS it creates. Illustrate: The CMO Problem. Reason why: Tactics placed before strategy, lack of willingness to get out of the “branding” mentality and into the SCIENCE of it all (direct response). Lack of honest interest in the science. Lack of excitement or curiosity within the walls of marketing. Where are the business analysts?