social media aggregation

WHAT IS SOCIAL MEDIA & WHY SHOULD WE CARE?SOCIAL MEDIA AGGREGATION

Radar DDBMarch 26, 2010

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Thought Starters

◼ In the last one to two months have you used magazines, radio, television or newspaper to research a product or service you might want to buy?

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Thought Starters

◼ In the last couple of months please have you used the Yellow Pages?

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Thought Starters

◼ In the last one to two months have you used Google or another search engine?

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Thought Starters

◼ In the last couple of months, have you reached out to your network - friends, family members, colleagues - in researching a potential purchase and an answer came back to you though Skype, email, Twitter, LinkedIn, IM or some kind of network and it was a URL to a Web site you visited?

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Consumer ShiftNew PhilosophyWhat is Social Media?Why Use Social Media?Cool Stuff

CONSUMER SHIFT

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THE SOCIAL INTERNET IS A

PROFOUND CHANGE

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Typical Internet User c1996

10Source: http://darmano.typepad.com/logic_emotion/2006/09/geek_20.html

Typical Internet User From 2006

11Source: http://darmano.typepad.com/logic_emotion/2006/09/geek_20.html

Consumer Behaviour Has Changed◼Canadians now spending more time online than watching TV

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Consumer Behaviour

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Consumer Behaviour

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We know people are online. But what are they doing there?

Consumer Behaviour

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Consumer Behaviour

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Consumer Behaviour

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Consumer Behaviour

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Consumer Behaviour

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Consumer Trust

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Consumer Behaviour

400,000,000PEOPLE ON FACEBOOK...DOING SOME VERY COOL THINGS WITH BRANDS http://www.welcometofc.com/

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14,500,000CANADIANS ON FACEBOOK

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SECOND HIGHEST PERCENTAGE OF USERS ON FACEBOOKFROM ANY COUNTRY

215,000CANADIANS ON FACEBOOK HAVE

DECLARED AN INTEREST IN “MONEY”

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50,000,000UPDATES ON TWITTER. EVERY DAY

NEW PHILOSOPHY

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RELATIONSHIPS

RELATIONSHIPS ENHANCE CAMPAIGNS;CAMPAIGNS DO NOT CREATE RELATIONSHIPS

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THIS NEW MARKETING MEANS…

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THIS NEW MARKETING MEANS…

BE HUMANJoin your audience on their terms

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THIS NEW MARKETING MEANS…

BRAND IS CRITICAL!What’s your promise? Your unique value?

How will you bring this to life?

BE HUMANJoin your audience on their terms

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THIS NEW MARKETING MEANS…

BRAND IS CRITICAL!What’s your promise? Your unique value?

How will you bring this to life?

NO MORE SET & FORGETDialogue requires feedback

mechanisms, time, effort and good conversational skills

BE HUMANJoin your audience on their terms

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THIS NEW MARKETING MEANS…

BRAND IS CRITICAL!What’s your promise? Your unique value?

How will you bring this to life?

NO MORE SET & FORGETDialogue requires feedback

mechanisms, time, effort and good conversational skills

BE HUMANJoin your audience on their terms

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COLLABORATIONConsumers want to feel a part of

something bigger. Let them

THIS NEW MARKETING MEANS…

BRAND IS CRITICAL!What’s your promise? Your unique value?

How will you bring this to life?

NO MORE SET & FORGETDialogue requires feedback

mechanisms, time, effort and good conversational skills

BE HUMANJoin your audience on their terms

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COLLABORATIONConsumers want to feel a part of

something bigger. Let themGo BIG or go home

New Marketing PhilosophyGlobal

Open

Social

Intelligent

Playful

Mobile

Instant26

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SOCIAL MEDIA IS THE NEW MASS MEDIA

MARKETERS ARE NOW PUBLISHERS

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WHAT IS SOCIAL MEDIA?

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Definition

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Definition◼ Social Media - media designed to be disseminated through social interaction, created using

highly accessible and scalable publishing techniques. Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many).

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Definition◼ Social Media - media designed to be disseminated through social interaction, created using

highly accessible and scalable publishing techniques. Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many).

I prefer:

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Definition◼ Social Media - media designed to be disseminated through social interaction, created using

highly accessible and scalable publishing techniques. Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many).

I prefer:

◼ Social Media - how people socialize or interact with each other, around a variety of shared interests, throughout the World Wide Web.

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Definition◼ Social Media - media designed to be disseminated through social interaction, created using

highly accessible and scalable publishing techniques. Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many).

I prefer:

◼ Social Media - how people socialize or interact with each other, around a variety of shared interests, throughout the World Wide Web.

Source: Wikipedia - a social media

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Being Social is Nothing New

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We’ve Been Looking for

Connections for Years

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Key Platforms

Social Media is a Vehicle for:

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Social Media is a Vehicle for:

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Social Media is a Vehicle for:

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Social Media is a Vehicle for:

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Social Media is a Vehicle for:

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Social Media is a Vehicle for:

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Social Media is a Vehicle for:

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WHY SOCIAL MEDIA?

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Social Media Drives Awareness and Recall

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Consumer Behaviour Shifting

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Facebook has the highest recall of advertising on its site –much higher than typically seen within MarketNorms

Social Media ROI

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◼Companies engaged in social media enjoy higher revenues and profits than their peers...across all industries

Altimeter Group + Wetpaint

Social Media ROI

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◼Online community members spend 54% moreeBay

Why Consumers Follow Brands

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Why Brands Want Consumers to Follow Them

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Consumer Trust Has Shifted

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Measurement

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What Can We Count?

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◼ Friends◼ Fans◼ Followers◼ Interactions◼ Views◼Reach◼Comments◼ Blog Posts◼Click-Throughs◼ Time

What Can We Measure?

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COOL STUFF

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"People think they know Volkswagen but we believe there is a bigger story to tell about our brand, our commitment to the American market and our expansive line of affordable, German-engineered cars that are fun to drive. The PunchDub campaign is aimed at reintroducing American consumers to today's Volkswagen."

Tim Ellis, Vice President of Marketing

The Challenge - Increase model awareness and familiarity by reminding consumers of all the Volkswagens on the road

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The Idea - Raise the VW model profile by reminding people of that nonsensical, sometimes painful, game many of us played as kids -- punching each other whenever a VW drove by.

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The Challenge - Bring a much loved brand out of the 1980s and create relevancy with the modern day consumer.

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The Idea - Make the marketing for the game a game...a global game pitting groups against each other in a battle for supremacy!

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More than 15m questions asked and answered10 languages3,500 non-stop days of engagement9 years, 215 days, 8 hours and 24 minutes Back in market as a battle of the ages (over and under 30)...and the women won

WRAP UP

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Key Takeaways

◼Consumer behaviour has changed◼ Explore and consider the social media space as a marketing venue

◼ There is a new philosophy for marketing◼ Marketers must think differently in order to win

◼ Social media can mean many things◼ But it’s not something to be scared of

◼ The industry is moving forward◼ Those who do not participate miss out on experience, data, insight

◼ Social media can deliver ROI◼ It is easy to integrate into your planning

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WHAT’S NEXT?

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WHAT’S NEXT?

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WHAT’S NEXT?

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WHAT’S NEXT?

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WHAT’S NEXT?

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WHAT’S NEXT?

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WHAT’S NEXT?

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WHAT’S NEXT?

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Ed LeeDirector, Social MediaRadar DDB Toronto

ed.lee@radarddb.ca(416)972-5829

QUESTIONS?