PEOPLE ARE THE MEDIA:ENGAGEMENT, INFLUENCE, ACTIVATIONERIC WEAVER, TRIBAL DDB CANADA

2

YOU’RE ON LINKEDIN.

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

IF YOU’RE LIKE MANY OTHERS, YOU’RE ASKING…

NOW WHAT??

3?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 CULTURALSHIFT

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5

NUMBER OF PEOPLE JOINING LINKEDIN DAILY

67,000+

500,000,000

PEOPLE ON FACEBOOK

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SOURCE: FACEBOOK

830,000+PEOPLE JOIN FACEBOOK EVERY SINGLE DAY

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2006 POPULATION OF EDMONTON

730,372

55NUMBER OF MINUTES THE AVERAGE USERSPENDS EACH DAY ON FACEBOOK

8

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

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

50%PEOPLE WHO ARE MORE LIKELY TO BUY IF ENGAGED VIA SOCIAL SITES

10

CHADWICK MARTIN BAILEY, FEB 2010

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4xFACEBOOK, APRIL 2010

LIKELIHOOD OF JOINING A SITE VIA FACEBOOK CONNECT VS NORMAL SIGNUP

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66% PERCENTAGE OF BRAND TOUCHPOINTS ARE NOW GENERATED BY CUSTOMERS

MCKINSEY QUARTERLY, JULY 2009

13

FLICKR.COM/PHOTOS/RREIS

CAPTIVE > ACTIVE

DEFERENCE > REFERENCE

HERD > SWARM

FLICKR.COM/PHOTOS/HUTCHIKE

Captive audiences have given way to active ones. Customers deferred to big brands for value messages

– now we refer to our friends. And advertisers

often treated audiences like herd animals –in reality they

act much more like a swarm.

0.19%

14

6.49%

CLICKTHROUGH RATE FOR AVERAGE BANNER AD

CLICKTHROUGH FOR AVG FACEBOOK WALL POSTVITRUE, AUGUST 2009

FORRESTER, 2008

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

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16

CONVEYING VALUE THROUGH OUTBOUND MARKETING HAS WORKED FOR 150 YEARS

EVERY NICHE HAS EVOLVED INTO A SOPHISTICATED CHANNEL

EFFECTIVE MARKET IMPACT EQUALS JOB SECURITY

WINSTON TASTES GOOD LIKEA ______________________

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18

MAXWELL HOUSE:GOOD TO _________

19

(?)

20

MONOLITHIC MESSAGES WORKED WHEN WE HAD:LIMITED PRODUCT CHOICE

LIMITED MEDIA CHANNELS

LONGER BRAND INTERACTIONS

HIGHER BARRIERS TO ENTRY

ORGANIC, SOCIALLY-JUST, SOY HALF-CAFF, MOCHA FRAPPA WHATEV…

NO FOAM NO WHIP NO SLEEVE

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THE CONSUMER IS NOW FIRMLY IN CONTROL

22C

ON

SU

ME

R A

BIL

ITY

TO

PU

BL

ISH

ORIGINAL VERSION: AGENT WILDFIRE

We can’t fight time starvation. Attention is a

tough ask. Can’t stop product choice or media

clutter. But we CAN leverage consumer

publishing and build trust.

91%OF PEOPLE GLOBALLY WILL BUY FROM COMPANIES BASED ON TRUST

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77%PEOPLE WHO REFUSE TO BUY FROM COMPANIES THEY DISTRUSTEDELMAN PR, 2009

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

24

Quality products & services

Attentive to customer needs

Strong financial performance

Fair pricing

A well-known brand

Good employee relations

Socially responsible

Visible CEO

Dialogue with stakeholders

Employee/CEO blogs

53%

47%

42%

38%

37%

35%

33%

23%

23%

12%

Transparent & honest practices

Company I can trust

High-quality products/services

Communicates frequently

Treats employees well

Good corporate citizen

Prices fairly

Innovator

Top leadership

Financial returns

83%

83%

79%

75%

72%

64%

58%

48%

47%

45%

US 2006 US 2010

EDELMAN TRUST BAROMETER, 2010These three key factors are best

served by social content.

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TRUST IS TODAY’S KEY TO REVENUE, AND SOCIAL CHANNELS ENABLE US TO ENGAGE IN WAYS THAT BUILD TRUST—AND LEVERAGE THE PRE-EXISTING TRUST BETWEEN PEERS.

FLICKR.COM/PHOTOS/POWERBOOKTRANCE

MANY REMAIN SKEPTICAL

26PHOTO: FLICKR.COM/PHOTOS/YUGENRO

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BOOMERS

All about propriety. We were trained in formalities, taught to never offend. Oversharing is “weak.” Guarded = safe. And your suit & tie is a sign of trustworthiness.

GENS X&Y

All about affinity. Formalities are ignored, sharing means being found, and they grew up with Google. Your suit & tie = untrustworthy.

2010THE YEAR MILLENIALS WILL SURPASS BOOMERS IN THE WORKFORCE

PHOTO: FLICKR.COM/PHOTOS/KATINALYNN

MANY MORE FEEL THEY DON’T HAVE TIME FOR “ONE MORE THING.”

Computer-based graphic design, 1986 Email marketing, 1996

Web marketing, 1997

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Remember the graphic designers who refused to adapt to a computer? I remember my CFO asking why we needed Internet email. And remember when we started needing programmers in Marketing? Time to adapt again.

SO HOW DO I TAKE MY ORGANIZATION’S SOCIAL MEDIA TO THE NEXT LEVEL?

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DDB° SIX STEPS TO SOCIAL

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1. STUDY2. LISTEN3. PUBLISH4. ENGAGE5. INFLUENCE6. ACTIVATE

STUDY & PLAN

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KNOW YOUR ORGANIZATIONAL GOALS

KNOW YOUR BRAND VOICE AND MANNER

LEAD THE CONVERSATION WITH LEGAL ABOUT RISK & PRIVACY

DETERMINE INQUIRY HANDLING

DETERMINE EMPLOYEE GOVERNANCE

PLAN FOR REPUTATIONAL CRISES

DETERMINE METRICS

1

1STUDY & PLAN

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MASHABLE.COM

CASESTUDIESONLINE.COM

SOCIALMEDIAGOVERNANCE.COM

WOMMA.ORG

FORRESTER MARKETING SUMMIT

@KDPAINE

@JOWYANG

@ARMANO

@AMBERCADABRA

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APRIL 2009

4,487 GURUSDECEMBER 2009

16,000 GURUS

BL OCHMAN, DEC 2009

Be careful of whom you turn to.

2LISTEN

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NOW THAT WE UNDERSTAND THE RISKS AND REWARDS, WHAT SHOULD WE LISTEN FOR?

RAPID RESPONSE TO PR CRISES, SALES OPPORTUNITIES

DETERMINE SENTIMENT, MOTIVE, ASSOCIATED TOPICS, SHARE OF VOICE

CORRECT MISPERCEPTIONS

IDENTIFY BRAND CHAMPIONS

PERCENTAGE OF COMPANIES THATHAVE IMPLEMENTED SOCIAL MONITORING PLATFORMS

54%

E-CONSULTANCY, SOCIAL MEDIA AND PR REPORT, NOVEMBER 200935

PERCENTAGE THAT HAVE NO IDEA

46%

36

LOOKBOOK.NU

LEVERAGE CO-CREATIONOPPORTUNITIES

FREEBIES

37

GOOGLE ALERTS

SAMEPOINT

SOCIALMENTION

BLOGPULSE

TECHNORATI

FILTRBOX

YACKTRACK

TWITTER SEARCH

TWENDZ

Limited data, limited insights

PAID TOOLS

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SAS SMA

CYMFONY

VISIBLE TECHNOLOGIES

RADIAN6

SYSOMOS

SCOUTLABS

MOTIVEQUEST

LIFT9

Deeper data samples; better results; partnerships with Google, Facebook; rich media & comments; multiple languages

39SCOUTLABS

40SCOUTLABS

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42

YOU CAN’T JOIN A CONVERSATION ABOUT YOUR OFFERING WITHOUT AN ENTRY POINT.

3 PUBLISH

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NOW THAT WE CAN HEAR OUR MARKET, WHAT SHOULD WE PUBLISH?

TIME-RESPECTFUL CONTENT, HIGHLY TAGGED AND EASILY CONSUMED

THOUGHT LEADERSHIP

PROOF POINTS

PERSONALITY & STORYTELLING PIECES

HOW-TOS AND GUIDES

4ENGAGE

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NOW THAT WE’RE PUBLISHING, HOW DO WE INTERACT?

CREATE ENGAGEMENT GUARDRAILS & GOVERNANCE

CREATE OPPORTUNITIES TO INTERACT WITH THE CONTENT

HEAR & RESPOND

TYPE OF RESPONSE

TYPE OF COMMENT

LOCATION

ONLINE REPUTATION RESPONSE PROCESS:EXTERNAL SITE / SOCIAL VENUE

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ON-SITE POST

EXTERNALPOST

BASHING / DEGRADING

RANT / SATIRE

ERRORS / MISGUIDED

NEGATIVE EXPERIENCE

POSITIVE COMMENT?

MONITOR SILENTLY

CONCUR PUBLICLY

RESPOND POSITIVELY

RESPOND WITH FACTS

RECTIFY EXPERIENCE

BASED ON US AIR FORCE WEB POSTING RESPONSE ASSESSMENT V2.0

TYPE OF RESPONSE

TYPE OF COMMENT

LOCATION

46

ON-SITE POST

EXTERNALPOST

BASHING / DEGRADING

RANT / SATIRE

ERRORS / MISGUIDED

NEGATIVE EXPERIENCE

POSITIVE COMMENT?

MONITOR SILENTLY

CONCUR PUBLICLY

RESPOND POSITIVELY

RESPOND WITH FACTS

RECTIFY EXPERIENCE

ONLINE REPUTATION RESPONSE PROCESS:ORGANIZATIONAL SITE

AND THEN THERE’S WIKIPEDIA

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50

51

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TOOLS LIKE WIKIWATCHER TRACK CLANDESTINE WIKI EDITING AND LINK CHANGES BACK TO ORGANIZATIONS

— TRANSPARENCY IS CRUCIAL —

5INFLUENCE

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NOW THAT WE’RE INTERACTING, HOW CAN WE CREATE INFLUENCE?

HOW CAN WE ENABLE LIKING, FANNING, AND FORWARDING?

HOW CAN WE IDENTIFY THOSE WITH THE GREATEST INFLUENCE AND ENGAGE THEM?

25,000,000,000

54

NUMBER OF ITEMS SHARED BY FACEBOOK USERS EVERY MONTH

FACEBOOK, APRIL 2010

55

FIFTH HIGHEST SALES DAY EVER FOR VIRGIN AMERICA THROUGH

“PROMOTED TWEETS” (APRIL 20, 2010)

56

UNITED AIRLINES SHARE VALUE LOST DURING “UNITED BREAKS GUITARS”

$180,000,000

57

ACTIVATION

58

HOW CAN OUR INFLUENCE INSPIRE ACTION?

WHAT BRAND OR PRODUCT ADVOCACY HAVE WE GENERATED?

HOW DO THOSE ACTIONS AMPLIFY OUR VALUE?

6

59

“I COULD HAVE JUST NAMED THIS THING THE VX150 OR ZI8. BUT I THOUGHT THAT THE PEOPLE WHO BUY THE PRODUCT SHOULD COME UP WITH SOMETHING MEANINGFUL TO THEM.” – JEFFREY HAYZLETT,CMO, KODAK

60

DDB Canada’s job was to bring Salty to life in social media, to

extend the campaign long after the spots had run. Our Radar team engaged on Twitter, Facebook,

YouTube and even ChatRoulette using Salty’s “voice.”

61

62

63

64

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

65

People have uploaded videos of their kids interacting with the salt shakers

– some videos have received thousands of views.

66

67

68

SALTY’S SOCIAL CAMPAIGN RESULTS

69

6000 FACEBOOK FANS

400,000+ VIDEO VIEWS

1000 TWITTER FOLLOWERS

18,000 SALTY & PEP SHAKERS SOLD IN FIRST 25 DAYS

HIGHEST SITE TRAFFIC EVER

SIDEKICKS SALES ROSE BY 10%

SIDEKICKS SURPASSED UNCLE BEN’S AS #1 BRAND IN MEAL ACCOMPANIMENTS

SALTY’S SOCIAL CAMPAIGN LEARNINGS

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ENGAGEMENT DEMOGRAPHIC 70% FEMALE, 30% MALE – 62% WERE AGED 25-34

HUMOROUS TWEETS RECEIVED MORE ATTENTION THAN BRAND MESSAGES

USERS WERE ATTRACTED MORE TO CONVERSATIONAL TOPICS AND LEADING QUESTIONS

TRADITIONAL AND SOCIAL REINFORCE ONE ANOTHER

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Traditional and social efforts work incredibly well together. Traditional can create and supercharge a conversation, and social can sustain that

conversation.

AW

AR

EN

ES

S

NE

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DE

TE

RM

IN

AT

IO

N

EV

AL

UA

TI

ON

/C

OM

PA

RI

SO

N

PU

RC

HA

SE

LO

YA

LT

YDOT-COM SITE

Integrated Traditional/Social Marketing Mix

S T O R Y T E L L I N G

FACEBOOK FAN PAGE

SEO RECIPES

COMPANY BLOG (IP)

BRANDED SITE

EXTERNAL MKTG-MANAGED PRESENCE

EXTERNAL THIRD-PARTY SITE

TRADITIONAL MEDIA/PR

HELPFUL RESOURCES

COMMENTS

RETAIL

ONLINE SAMPLING

TOPICAL COMMUNITIES: IP, HELPFUL TIPS

PRINT

OUTDOOR

PRODUCT LAUNCH

MICROSITE

ONLINE

EVENTS

E-COMMERCE PARTNER

EXTERNAL BLOGS: IP, TIPS

YOUTUBE CHANNEL: STORYTELLING, IP

PR

SAMPLING PGMS

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Social can also help push consumers through the funnel by providing proof points and helpful information at various stages of

purchase consideration.

73

LocalsKnow.ca: great DDB example of traditional and social media working together to leverage customer co-creation and trust.

SUMMARY POINTS

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AUDIENCES HAVE CHANGED FASTER THAN WE’VE REACTED

TRUST DRIVES PREFERENCE, TRANSACTIONS & REPUTATION

OUR LENSES CLOUD OUR PERCEPTION OF THIS CHANGE

76

REEXAMINE MARKETING IN TERMS OF DIALOGUE, TRUST, ENGAGEMENT, INFLUENCE

LET YOUR AUDIENCE CO-CREATE

CONSIDER A STEPPED APPROACH

77

SOCIAL AND TRADITIONAL TURBOCHARGE ONE ANOTHER AND SHOULD BE PLANNED TOGETHER

GIVE YOURSELF TIME

THINK MARKETING ENERGY, MORE THAN MARKETING SPEND

SLIDESHARE.NET/WEAVE

@WEAVE@RADARDDB

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DDB IS THE WORLD’S LARGEST ADVERTISING AGENCY BY REVENUE, WITH 200 OFFICES IN 90 COUNTRIES.

TRIBAL DDB IS THE AWARD-WINNING DIGITAL DIVISION OF DDB, WITH 56 OFFICES AND 1200 EMPLOYEES WORLDWIDE.

RADAR IS OUR SOCIAL BUSINESS SPECIALTY AREA. OUR 20-PERSON RADAR DDB TEAM IN VANCOUVER CREATES AWARD-WINNING SOCIAL PROGRAMS FOR NUMEROUS ORGANIZATIONS.

THANK YOU.AND QUESTIONS.

FOR COUNSEL ON HOW TO SOCIALIZE YOUR ENTERPRISE, CONTACT HELENE LEGGATT AT 780-917-6600.

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