paul gillin author: the new influencers secrets of social media marketing marketing in a bottoms-up...
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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
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
gillin.com
Twitter: @pgillin
Thank you!
Available on Amazon or from www.NewInfluencers.com
Available on Amazon or fromwww.SSMMBook.com