The Shift In Digital Marketing
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Transcript of The Shift In Digital Marketing
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A Shift Is HappeningJames Andrews
Ketchum Interactive
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Analysis
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Thoughts
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& Strategies
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On How To Reach
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Consumers With Digital Lifestyles
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This Presentation
Talking To The Consumer In Stereo
Generation C
Uncovering The Digital Lifestyle
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Music Business Silicon Alley/Dotcom Survivor
Agency
Palo AltoUCLADionne Warwick
Immortal/EpicColumbia RecordsStrategic Marketing
DJ Jazzy Jeff
Ecko UnlimitedUrban Box OfficeSoulPurpose.comFastcompany.com
Sprite Global/Coca-ColaThe Truth.comVibe MagazineProctor & GambleNBA
Silicon Valley+ “Old”
Hollywood
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Quick PollRSS
Corporate/Personal Blog
Tagging/Social
Photo Sharing
Skype/IM
Wiki
Video Blog/Web Video
Widgets
Social Networking
Second Life
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Web 1.0 was.....
Static
Centrally Managed
Slow To Change
Tech Heavy
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Web 2.0. is.......
About creating
About sharing
Web 2.0 is about open communication
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1.0 vs 2.0.“Web 1.0. was CommerceWeb 2.0. is People”Ross Mayfield
“Web 2.0 seems to be likePink Floyd lyrics: It can mean different things to different people, depending on the state of your mind”Kevin Maney
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State Of The UnionUK Online Advertising to Overtake TV by end of 2009
China surpasses U.S.A. as No. 1 nation in internet users”
“We’re not in the business of keeping the media companies alive, we’re in the business of connecting with consumers” (Trevor Edwards, Nike VP-Global Brand)
Nike spends only 33% of US Advertising budget on ads with television networks and trad. media
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Nielsen E-Commerce Research85% of the world’s online population has used the internet to make a purchase
40% increase within two years
South Korea was tops on the list with highest percentage of online shopping at 99% (UK-97%, Germany-97%, Japan-97%, U.S. was 8th with 94%
Books are the most popular online purchases (41%) followed by Clothing/Apparel (36%) and tech products (24%)
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The Landscape
Marketing & Communications has changed....
1980’s: Fewer ads that reached more people w/ undivided attention
Today: More ads that reach fewer people paying less attention
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Landscape (cont.)
More product, more access and more media + digitization of media has resulted in a radical change in world of advertising & media
Consumers are not listening anymore
They are creating, selecting and therefore changing how we reach them
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Ready For A New Consumer To Reach???
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WELCOME TO “GENERATION C”
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WHERE THE “C” STANDS FOR CONTENT
A generation that co-creates and customizes content faster and in multi-dimensional ways and then connects with the global community
Welcome to Generation C, where the C is for Content. This generation is not defined by age rather mindset-as kids get older faster and young adults want to stay young longer. All over the world, creative, technology savvy individuals are using technology--web sites, cell phones, digital cameras and online games as means to create their own content to express themselves and share this with a more accessible and connected world
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The Opportunity
To become successful in engaging Generation C it is important to provide them with an opportunity to create, develop and distribute “content”
Acknowledge and harness their deep human need for control and for exposure
Content creation by teens continues to grow with 64% of online teenagers engaging in at least one type of content creation (Pew Internet, Dec. 2007)
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Generation C Digital IdentityConnect
CommunicateCollaborate/Co-Create
Customization
Collect/Categorize
Collective Wisdom
Conversation
Community
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Collaborate/Co-Create•Wikis
•Consumer Generated Media
•Open Source Software
•Creative Commons
•Mashups
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Collect/Categorize
Tagging
Social Bookmarking
Search Engines
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Collective Wisdom
Ratings Sites
Wikipedia
Social News
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Connect
•Social Networks
•Mobile Text Messaging
•IM/Twitter
•Skype
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Conversation
•Blog Trackers (Ketchum ChatTrax)
•Meme Trackers
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Communicate
Blogs
Podcasting
Video Blogging
Video Sharing
Photo Sharing
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Great James!
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You Gave Me A Lot of Information
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And You Clearly Know What You Are Talking About
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However......
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How Do We Use This At Burrell???
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UNCOVERING THE DIGITAL LIFESTYLE
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“It’s About Reaching Consumers w/ Digital Lifestyles vs Just Building More Websites”
James Andrews, Vice President-Ketchum Interactive
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“If The News Is Important It Will Find Me”
Sen. Barack Obama videotaped response to President Bush receives little attention from newspaper and television
Catches fire online and appears on Youtube’s most popular list and Google’s most blogged list.
Viewed 1.3 million times and linked by more than 500 blogs and distributed widely on Facebook and others
In a focus group, a college students said, “If The News Is that Important It Will Find Me”
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A.G. Lafley, CEO and Chairman of P&G, October 2006
“Consumers are beginning in a very real sense to own our brands and participate in their creation … We need to begin to learn to let go.”
How to control millions of
inaccurate and divergent
conversations?
YOU DON’T
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The rules have changed!Marketers must shift from an “us vs them” mentality to a “we” mentality
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The Decentralized Digital Life
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Loic Le Meur’s Social Map
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Reaching Your Consumer In Surround Sound
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YourBrand.com
Audio
VideoCommunity
VideoBlog
Your Brand In Mono
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YourBrand.com Lives Everywhere!!!
Podcast
VideoCommunity
Social
BlogEmail
Your Brand In Stereo
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Now You Too Can Be Many Places At The Same Time
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And Talk To HerConnect
CommunicateCollaborate/Co-Create
Customization
Collect/Categorize
Collective Wisdom
Conversation
Community
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Case Study: Zappos.com
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Carol’s Daughter Blogger Roundtable
Took a traditional PR tactic and made it non-traditional
Speak to bloggers using tools they respect and know
Utilized streaming webcam, Twitter, Instant Messenger to connect with bloggers
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In a million channel world, brands whose consumers tell the best stories win
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WHAT’S NEXT YOU ASK??
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Qik.comLive Webcam from your Phone
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Mobile
Forecasts for Mobile Social Marketing82 million users in 2007 to over 800 million worldwide by 2012.
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Ning.comSocial Networking Designed For YOUR Community
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Questions?????
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Marketing 2.0. Toolbox
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RSS
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RSS
RSS is Your Online “Paper Boy”
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Google Reader
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Tweeting, Twitting, @Twitter......
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Linked-InHow Connected Are You?
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