paul gillin author: the new influencers secrets of social media marketing marketing in a bottoms-up...

Paul GillinAuthor: The New Influencers

Secrets of Social Media Marketing

Marketing in a Bottoms-Up World

The Way We’re Going

“We would hope people want to drink [Diet Coke] more

than try experiments with it." Coca-Cola spokeswoman

quoted in The Wall Street Journal

Chaos Theory

Small Is the New BigLess Marketing is More MarketingGain Control By Giving Up ControlPublishing Is a Beginning, Not an End

Old Media

New Media

Old Media Facts Magazine newsstand sales off 12%

in 2008, 22% in 2009 TV Guide sold last year for $1;

Readers Digest in Chapter 11 2009 TV station ad revenue down

>20% (Bernstein Research)

Q2 radio ad revenue down 22% (Radio Ad Bureau)

NBC prime time audience down 14.3% in the past year

Cost of reaching 1,000 households with 30-second TV spot in 1986: $8.28

In 2008: $22.65 (Media Dynamics)

NBC and CBS execs have publicly suggested the networks could become cable channels

Age of average network evening news viewer: 63

New Media Facts

Teens watch 60% less TV than their parents. They spend 600% more time online (Arthur W. Page report)

Twitter membership up 1,400% last year (Nielsen)

If Facebook was a country, it would be world’s fifth largest

% of Americans under 33 on social networking sites: 67

% over 55: 9 Word-of-mouth marketing spending to

hit $3B by 2013

One-third of Americans under 40 say the Daily

Show and Colbert Report are replacing traditional

news outlets.

A Case Study: Motrin Moms

The “Mom Response”

More than 15,000 tweets More than 400 media stories And 3,500 blog entries J&J never had a chance

Courtesy Digitas

Influence Inversion

Courtesy Digitas

Customer at the Center

The Way We Were

•Message

•Impressions

•Reach & Frequency

•Retention

•CPM

•Recall

•Share of Voice

•Coverage

•Rate Base

The Way We Will Be

Credibility Through Validation

Source: Elliance, Inc.

Many Ways to 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

0

1

2

3

4

5

6

7Celebrity recommendation

Emails from companies

Events sponsorships

Radio ads

Sponsored search

Print ads

Television ads

Chat/message boards

Outdoor ads

Personal blogs

Comments on social networks

Professional blogs

In-store displays Company/brand websites Search engine results

Reviews in publications

Print articles

Blogs by people I know

Price comparison sites

Consumer reviews on retail sites

IMs with friends

Emails from friends

Recommendations from professionals

Recommendations from friends

Consumer trust level by source

We Trust Strangers More Than Experts

“Never underestimate the extent to which people want to be involved in advertising.”

Dave Balter, Founder/CEO, BzzAgent

The New Physicians

Dr. Kevin Stepp, 36, Cleveland, OH

Total YouTube views: 55,000

Dr. Jay Parkinson, 33, Brooklyn, NY

One of the “Top 10 Most Creative People in Healthcare” – Fast Company

1,100 Twitter followers

The New Physicians

Surgeons send 'tweets' from operating room

-CNN, 2/17/09

“Dr. Craig Rogers, the lead surgeon in the Henry Ford surgery, said the impetus for his Twittering was to let people know that a tumor can be removed without taking the entire kidney.”

Interest In Online Physician Communities

No interest 40%

Using/plan to use, 60%

Source: Manhattan Research survey of 1,832 U.S.physicians

Pharmas Jump In

Symbicort on YouTube

Reckitt Benckiser on MySpace (7k friends)

Novartis on Twitter

J&J blog & Facebook group (9,000 fans)

“We always held out the risk of adverse events as the reason not to participate. But we haven’t had any adverse events in the last two years and only a handful of negative comments.”

Mark MonseauDirector of Corporate Communications for Social Media, J&J

McNeil on Facebook

Marketing in a Bottoms-Up World

Match Tools to Goals Blog Podcast VideoSocial

NetworkPrivate

communityReview engine

Virtual world

Build community ☻ ☻ ☻ ☻ ☻ ☻

Counter negativity ☻ ☻ ☻ ☻

Crisis management ☻ ☻ ☻ ☻ ☻ ☻

Customer conversation ☻ ☻ ☻ ☻

Expose employee talent ☻ ☻ ☻ ☻ ☻

Generate web traffic ☻ ☻ ☻

Humanize the company ☻ ☻ ☻ ☻ ☻

Market research ☻ ☻ ☻ ☻ ☻

Media relations ☻ ☻ ☻ ☻ ☻

Generate new product ideas ☻ ☻ ☻ ☻ ☻

Product promotion ☻ ☻ ☻ ☻ ☻ ☻

Customer service ☻ ☻ ☻ ☻

Customer feedback ☻ ☻ ☻

Frand advocates ☻ ☻ ☻ ☻ ☻

Sales leads ☻ ☻ ☻ ☻ ☻ ☻

Publish Everywhere

Engage Popular People

Put Communities to Work

Needs Definition

Product Architecture

Iterative Development

Field Testing

Viral Marketing

Peer Support

Paul GillinSenior Counsel,

Morrissey & Co.

508-202-9807

paul@gillin.com

gillin.com

Twitter: @pgillin

Thank you!

Available on Amazon or from www.NewInfluencers.com

Available on Amazon or fromwww.SSMMBook.com