WORLD WITHOUT MEDIA: WHAT WILL FILL

THE GAP?

PAUL GILLINMITREFEBRUARY 22, 2010

Small Is the New Big

Less Marketing is More Marketing

Gain Control By Giving Up Control

Publication Is a Beginning, Not an End

THE MEDIA IN COLLAPSETHE MEDIA IN COLLAPSE

THE MEDIA IN COLLAPSETHE MEDIA IN COLLAPSE

• % decline in circulation of top 100 newspapers in 2009: 10.6

• Average age of US daily newspaper reader: 57

• Reduction in US newsroom staffs since 2001: 45%

• Growth in NBC prime time audience, 2008: -14.3%

• Age of average network evening news viewer: 63

2001 circ. 2009 circ. Change

Woman’s Day

1.61M 410,000 -74%

Redbook 556,300 154,600 -72%

Playboy 522,800 203,200 -71%

Country Living

380,200 134,900 -64%

National Enquirer

1.65M 591,300 -64%

Reader’s Digest

750,000 270,000 -64%

ESPN Magazine

54,350 25,200 -63%

US Magazine Circulations

THE MEDIA WORLD WE KNEW

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schedule schedule http://bithttp://bit.ly/waCM.ly/waCM

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Shared bread Shared bread pudding w/ pudding w/

@skydiver at @skydiver at Mother's. My life Mother's. My life is now complete.is now complete.

How to How to Write a 1 Write a 1 Minute Minute Video Video

Marketing Marketing Script Script

http://ow.ly/http://ow.ly/17xJE17xJE

I'm at Palm Beach I'm at Palm Beach International International

Airport (PBI, West Airport (PBI, West Palm Beach). Palm Beach).

http://4sq.com/4Gehttp://4sq.com/4GeLz0Lz0

Best press Best press photos of photos of

2009 2009 http://om.lhttp://om.l

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I can't find I can't find my good my good

black pants.black pants.

Comparing Top Comparing Top Chef Masters Chef Masters Restaurants Restaurants

#topchef #topchef http://is.gd/8q4hhttp://is.gd/8q4h

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How To Get Well How To Get Well Prepared For The Prepared For The Website Creation. Website Creation. http://bit.ly/aTitVChttp://bit.ly/aTitVC

THE NEW MEDIA LANDSCAPE

EACH DAY…

Facebook logs 6 billion minutes of user time (55 minutes per user)

YouTube serves one billion video downloads

People post 1.4 million blog entries

Search engines answer 4.7 billion queries

Twitter processes 34 million messages

INTERNET ECLIPSES NEWSPAPERSAS PREFERRED NEWS SOURCE

Source: Gallup (Dec., 08)

MEDIA FACTS

Direct mail performance is declining

Traditional media is contracting

Teens watch TV 60% less than their parents

Teens are online 600% more than their parents

In 1965, 80% consumers could be reached with three 60-second TV spots

In 2002, that required 117 TV spots

WE, THE MEDIA

HOW WE SHARE INFLUENCE

PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE

Consult a professional

Readers letters

Phone in; TV / Radio

Talk to shop worker

Personal blog

Social network page

Widgets

Photo sharing site

Chat rooms

Message boards

Video sharing site

Comments on blogs

Comments on websites

Viral emails

Wish lists

Ratings on retail sites

Reviews on retail sites

Auction websites

Social Bookmarking

Chat room

Price comparison sites

Social shopping sites

Talk face to face

Consult a professional

Readers Letters

Phone in; TV / Radio

Talk to shop worker Phone call

Talk face to face

Phone call

SMS

Email

Instant Messenger

Talk face to face

Talk to shop worker

Consumer influence channels

Source: Universal McCann Erickson

THE NEW JOURNALISM

MASS MEDIA RESPONSE

Courtesy Digitas

WHOM DO WE TRUST?

26%

34%

49%

54%

56%

60%

61%

63%

78%

B anner ads

S earch ads

S ponsorships

R adio

TV/magaz ine

B rand s ites

B logs

C hat/discuss ion comments

O ther consumers

Percent who trust each source

Source: Nielsen, Oct., 2007

Source: Elliance, Inc.

CREDIBILITY THROUGH VALIDATION

Search Performance

Persistent Links

Content Syndication

Word of Mouth

Targeted Communities

Conversation

BEING VISIBLE

NEW INFLUENCERS ARE…

Passionate

Opinionated

Focused

Active

Sharing

THE POWER OF ONE

Technorati rank: 714Google Indexed pages: 3,760Alex ranking: Top .17%Inbound links: 10,542Del.icio.us bookmarks: 2,068New York Times citations: 136Computerworld citations: 193Newsletter subscribers: 130,000

Schneier on Security

PUT COMMUNITIES TO WORK

Needs Definition

Product Architecture

Iterative Development

Field Testing

Viral Marketing

Peer Support

SOCIAL NETWORK ESSENTIALS

About Me

About Others

Interests

ONLINE GATHERINGS

Announcements

Mailing List

Repurpose media

Feedback/testing

COMMUNITY AS CONTENT

By contributing to the body of knowledge, members gain insights they couldn’t learn from experts alone

Personal finance Travel planning Local services

Language educationTravel planning How-to video

NEW REALITIES

Networks connect at gut level

Information spreads faster from below than from above

New trusted brands emerging

Action moves to micro communities

Sharing and linking are essential

Information desert Information jungle

YOU ARE THE MEDIA

PAYOFF

Objectives:

Create awareness for new mainframe value proposition Increase mainframe awareness with college students

Results:

>250,000 views of first episode Blog traffic increased 25xAnalyst, Press, Blogger coverage Screened at Chief Sales Officer Summit, Price

Waterhouse sales training and other venues

THE WAY WE’RE GOING

McKinsey Audio and Video Podcasts

Indium Solder Bloggers

Emerson Process Management Blog (5,800 inbound links)

Tinbasher Blog (5,200 online citations, incl. Business Week,

Guardian

PUBLISH EVERYWHERE

32 million members400 million

members

44 million members

1 billion daily views

6 million daily visitors

50 million members

10 million members

1 million daily visitors

1.5 million daily visitors

THANK YOU!

Paul Gillin

508-656-0734

paul@gillin.com

www.gillin.com

Twitter: pgillin

Available on Amazon or at NewInfluencers.com

Available on Amazon or at SSMMbook.com

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Coming late 2010: Social Marketing to the Business Customer

By Paul Gillin & Eric Schwartzman